Porównanie wpływu internetowych i tradycyjnych form reklam na konsumentów sklepów kosmetycznych w Polsce
Comparison of the impact of online and traditional forms of advertising on consumers of cosmetic stores in Poland

Summary/Abstract: The present work was written on the basis of secondary research, the analysis of available statistical data and reports on advertising and the cosmetics industry. In addition, primary research was carried out to compare the impact of online and traditional advertising on consumers of cosmetic stores in Poland. The survey was conducted on asample of 314respondents, where 280were qualified for the survey, in November and December 2023. The respondents said that the most encouraging form of advertising is the one that appears in social media such as Facebook, Instagram, TikTok and etc. In addition, as many as 71% of respondents answered that online adver-tising encourages them to buy acosmetic that they did not intend to buy. In the case of traditional advertising, it was only 35%. As for the attitude of respondents to the presented classification of advertising, internet advertising is much more positively perceived — 20percent more answers than in the case of traditional advertising (definitely positive attitude or rather positive attitude).

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