Media społeczne wykorzystywane przez przedsiębiorstwa do współtworzenia innowacji produktowych z klientami
Social media used by enterprises to co-operate product innovation with customers

Summary/Abstract: Technological progress at the turn of the 20th and 21st centuries contributed to the emergence of social media, which is of great interest among Polish enterprises. They are an effective tool for gathering information about consumer preferences and suggestions by refining the present or creating a new product offer. Nowadays, direct marketing is less and less effective, and the opinions about companies and the goods or services they offer are shaping web pages. The aim of the article is the characteristics of the social media and actions taken by clients and enterprises in the Kujawsko-Pomorskie Voivodeship to co-create product innovations. For this purpose, the Internet survey method was used. Research shows that customers accept the trend of contributing to product innovation through social media. At the same time for enterprises, it is still a priority only to include information about their offer.

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