Wpływ mediów społecznościowych i technologii mobilnych na współczesne procesy zakupowe
The influence of social media and mobile technology on modern purchasing processes

Summary/Abstract: Popularization and development of social media and mobile technology resulted in visible changes in the behavior of modern consumers, and significantly influenced the shape of the purchasing processes. Social media and created on their base consumer communities caused that buyers are more aware of their abilities and purchasing decisions, and may increasingly affect the market offer. Mobile devices with internet access significantly enriched the possibilities of obtaining information about products and services, and allowed to make purchases online at any time and place. We can also observe the visible impact of these solutions on the so-called purchasing path, which includes the steps leading to the purchase of a product or service by a consumer. In the first part of the article the authors discuss the latest trends (in the world and in Poland) relating to the dynamic development and popularization of social media and mobile technologies. Attention was drawn to the increasingly visible interfusion of both solutions and the connected with this phenomenon the growth in the number of so-called active mobile social users i.e. internet users who use social media via mobile devices. In the next sequence the authors showed the trends in the behavior of today’s buyers in the context of social and mobile as well as characterized a new type of consumer who can be defined as a digital consumer. A key part of the article concerns the impact of social media and mobile technologies on the purchasing path. Its traditional shape has undergone significant transformations adapting it to the new market realities. Therefore, the article analyzes the scope and causes of these changes, as well as pointed out what they meant for today’s consumers and businesses.

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