Role i aktywność konsumentów w społeczeństwie sieciowym w ramach komunikacji marketingowej na rynku żywności
Roles and consumer activity in the context of marketing communications on the food market in the era of network society

Summary/Abstract: The aim of the following paper was the analysis of the impact of technological and social changes on consumers’ roles performed today in marketing communications. They are: recipients, content selectors, opinion leaders, brokers, but also the co-creators and senders of messages. Partial results of the research in the form of direct structured interviews regarding consumers’ information and communication activities on the food market were presented. It is agreed that consumers feel overwhelmed with marketing messages. However, they declare being able to select those that they need in order to make purchase decisions. In the decision making process they refer to family, friends and experts’ opinions. They also declare that they can verify the credibility of the information received.

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