Abstract
The aim of the research, the results of which are presented in this paper, was to determine factors responsible for the effective employment of new media in the process of making purchasing decisions. The article consists of two parts. The first one presents a review of the literature on the subject, the scope of which comprises the issues concerning the employment of new technologies – new media – in building relationships with customers in individual marketing (B2C). The second part contains the results of the research demonstrating the impact of advertisements appearing through new media on purchasing decisions of customers of B2C market.
Highlights
The aim of this paper is to determine how new media inluence purchasing decisions of customers
Any business activity is eventually dependent on the customer, every company should develop viable strategies for attracting new customers as well as for maintaining the loyalty and increasing the proitability of existing long-time customers
The theoretical part of this article is based on the research of the subject literature dealing with the use of new media, whereas the empirical part is based on the results of surveys conducted among the inhabitants of Silesian Voivodeship
Summary
The aim of this paper is to determine how new media inluence purchasing decisions of customers. Any business activity is eventually dependent on the customer, every company should develop viable strategies for attracting new customers as well as for maintaining the loyalty and increasing the proitability of existing long-time customers. There are various ways to attract new clients What they have in common are: cost, time of acquisition, and effectiveness. A tactic, which creates the best opportunity to enhance the loyalty and proitability, consists in expanding the range of products and services being offered to existing customers. In this case, in order to establish and build relationships with customers employing modern technologies and social media is extremely important. The theoretical part of this article is based on the research of the subject literature dealing with the use of new media, whereas the empirical part is based on the results of surveys conducted among the inhabitants of Silesian Voivodeship
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