Social Networks as a Place for Interaction of Customers and Brands
Social Networks as a Place for Interaction of Customers and Brands

Summary/Abstract: The World Wide Web enables enterprises and brands to act in the virtual worldin which transfer of information goes on twenty four hours a day for the whole year. Ittakes place on a much larger scale than it was possible before and all that can happenthanks to a developed set of components (text, graphics, sound or video animation)[Małachowski ed. 2004, p. 78]. Social networks work perfectly in this space because theiressence states that a contemporary customer is their main and the most important part.A customer is not only an addressee of sent messages but their sender as well. It is thecustomer that creates their own space in social networks where behavioral level andits emotional dimension become a prerequisite for interactions with individual brands.

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