E-marketing i marketing w mediach społecznościowych a proces podejmowania decyzji zakupu w gospodarstwach domowych
E-Marketing and Social Media Marketing in Household Purchase Decision-Making Process

Summary/Abstract: In the age of digitalization traditional forms of marketing are slowly being replaced by the categories of e-marketing and with it social media marketing. Use of marketing tools aims at affecting the consumer’s purchase decision process. In the following article I am performing a critical-comparative review of the available literature in the subject of relation between e-marketing, social media marketing and household’s purchase decision process. The analysis reveals that e-marketing and social media marketing can affect the household’s purchase decision making process - directly on the providers (the couple) and indirectly - on children. I also suggest the future research directions along with the possible methodology.

• Details
• Contents