Using of Selected Social Media in Slovakia and Poland – Comparative Study

Abstract

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.

Most Often Motivated by Social Media: The Who, the What, and the How Much—Experience from Poland

“…Moreover, research by Fietkiewicz et al [55] confirmed generational changes that favour platforms dedicated to mobile devices. Kot et al [9] studied whether consumers in Slovakia and Poland based their purchases on information from SM. They concluded there was no significant difference in the use of selected platforms in the purchase process between Slovak and Polish customers.…”

“…Their significant portions focused on SM use drivers and the question of actions motivated by SM [5][6][7][8]. Polish researchers investigated SM use by business and public institutions, but also the use of SM to contact these organizations [9][10][11][12]. Sedkowski [10] demonstrated that there is still a significant potential of SM left untapped in Poland.…”

“…The motivational aspect of SM use has been investigated globally. Some relevant countries include Slovakia [9], Norway [15], Malaysia, India, and Pakistan [16], the United States, Germany, China, and India [17], South Korea [18], Romania and Tunisia [19], and Russia [20]. Unfortunately, the volume of research on SM and motivation in Poland is relatively modest.…”

The role of social media in gastronomy industry

“…Although KOT et al (2016) state that the mostly used medium to find information about a product and the execution of purchase is the search engine and social networks do not have a significant effect to the customers' purchasing decisions, different web 2.0 applications can be effectively used in case of online communication campaigns. The emergence of costumerto-costumer communication has made it possible for one user (individual or organization) to share information with hundreds or thousands of other people (MANGOLD and FAULDS 2009).…”