Social media w komunikacji marketingowej podmiotów rynkowych
Social media in marketing communications of market entities

Summary/Abstract: The paper considers the subject of social media, whose role is increasingly important in marketing communications of market entities with their customers. Many people cannot imagine life without access to the Internet, anywhere, anytime. Activities in social media often focus on creating content that will attract users' attention and encourage them to share it with others. Social media are no longer fashion, they have become a trend. The paper characterizes social media specificity and highlights their important role in marketing communications. It also presents examples of market entities using social media in their business. It should be kept in mind that social media are constantly changing, which is why it is wrong to say that their use in marketing communication is so easy, quick and cheap.

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