The use of social media in marketing on the example of food and clothing companies

Abstract

The study deals with a new phenomenon, which is social media, which radically changed communication, image creation as well as company promotions. The study discusses the evolution of social media and focuses on such media as blogs, social networking sites and microblogs. The significance of the social media in using them by both Polish and foreign companies was presented. the use of social media by companies and corporations significantly affects their position and competitiveness on the market. The huge range of tools available through social media allows the entrepreneurs to achieve numerous goals. They are both an effective and innovative communication tools that can visibly increase the sales of offered products by the opportunity to engage customers in co-creating the company’s offer. It is also worth noting that companies usually use different social media at the same time, which allows mutual promotion, e.g. by placing links referring Internet users to the company’s website.