Konsumenci w internecie jako źródło informacji
Consumers on the internet as a source of information

Summary/Abstract: The subject of this research paper is to present impact of the internet on the ways and “places” of search for buying information by consumers. Today’s customer has changed the way of searching for information, in particular in the aspect of consumer buying behavior through the fundamental transformation the process of searching and buying products influenced by new media. This article is mainly concerned with the problem of relevance modern communication techniques and to empirically verify the assumption that consumers become a source of information about companies’ products and services for other market players. Analysis basis on the results of literature review and empirical studies results based on the CAWI method with N = 340 respondents. Interactivity is a key attribute of the Internet – allows companies to communicate in a new way, using the source of information “places” in the Internet by consumers. During planning and buying process 46% of consumers are looking for information on the internet. Internet shops are recognized as least credible source of information. Application of online communication techniques by digital media channels, like search engine marketing or social media, seems to an important element of a company strategy. In conclusion this article can stay a base to companies activities related to adapting their marketing strategy to search for new methods of acquiring and maintaining customers and acquiring knowledge about their behavior base on new media.

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