Tworzenie więzi między konsumentem a marką w serwisie Facebook
Creating relationship between brand and consumer on Facebook as a social media

Summary/Abstract: Nowadays more and more people around the world use the Internet to communicate with other users, friends and family. Popularity of social networking sites (such as Facebook) is growing because they bring people together and help them contact each other to participate in their lives. Companies have noticed great potential in participating in online communities to make it easier for consumers to associate with brands and products. The aim of the article is to present the importance of brands becoming a part of social networks. In the modern environment typical promotion activities are not enough. Companies have to learn how to make strong relationships between brands and consumers based on trust and loyalty

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