Uczestnictwo młodych konsumentów w wirtualnych społecznościach marek
Participation of Young Consumers in Virtual Brand Communities

Summary/Abstract: The growing popularity of social media has enforced the companies to remodeltheir marketing strategies in order to utilize the opportunities presented by websites suchas Facebook or Instagram. Multiple enterprises have already started communicating withtheir consumers via fanpages — websites operating within social networks where brandcommunities’ members gather and interact with the brand as well as with each other.The aim of the article is to present the results of the research carried out among studentsaged 18–24 in order to determine the popularity of fanpages among this group andidentify the types of brand which attract the most significant attention.

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