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Web 2.0 significantly affects the way how companies carry out product promotion. The Internet is almost infinite source of information, including brand and product information. As users browse the Internet in order to find solution that will fulfill their needs, content generated by company can affect consumer's decision in purchasing process. This article was focused on determining whether online media are used while searching information about products before purchase and whether users from Slovakia and Poland complete the purchase based on the information gathered from these media. The results of questionnaire survey shown that there is not significant difference between the use of selected online media for intended purchase between Slovak and Polish customers.However, difference between customers from selected countries was found in online media usage in already completed purchases. It was also found that emerging media in the environment of the Polish market are used in a greater way than in the Slovak market.

Social media significantly affect the development of the information and knowledge-based society in terms of business and sustainable development. They are important sources of information, they create stakeholder networks, databases, play an important role in communication with target groups, and influence purchasing behaviour. This article focused on the use social media when searching for product to be purchased information. A questionnaire survey revealed that there is a significant positive relationship between the intention of buying a product and its purchase via social media. It was also found out that searching for information on a product to be purchased using social media is not influenced by gender or average monthly income.

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