Social media as a source of information about products and services in the light of cross-cultural research in China, Poland and United States
Social media as a source of information about products and services in the light of cross-cultural research in China, Poland and United States

Summary/Abstract: Social media (SM) are a valuable source of information in various areas. One of them is receiving and sharing information about products and services from and with friends who are social media users. The main goal of this article is to identify the types of products and services toward which SM users show particular customer behaviours. The paper is both theoretical and empirical. The literature study has been complemented with the results of the empirical studies that were conducted by the author in foreign markets. The empirical analysis focuses on three markets, that is China, Poland and the United States. The results of the studies demonstrate that in the Chinese group the respondents gather information in SM, and share their opinions with other SM users particularly on foreign language courses. On the other hand, in the Polish group tangible assets include clothing and films, while in terms of services the Polish respondents concentrate on hotels, restaurants and cultural events. As far as the American respondents are concerned, the attention is paid to household goods, and, similarly to the Polish group, hotels, restaurants and cultural events.

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