Komunikacja marketingowa w społeczeństwie sieci – ewolucja czy rewolucja?
Marketing Communication in the Network Society Era – Evolution or Revolution?

Summary/Abstract: The purpose of this article is to analyze the consequences of social and technologicalchanges for marketing communications’ activities carried out by organizations. Withusage of desk research method, author presents the essence and features of social networksand social networking. In addition, the modern recipients are characterized. The implicationsof social and technological transformations for the organization’s communication activitiesare discussed. The author also presents research results in the form of direct structuredinterviews regardingconsumers’ information activities on the food market.

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