SOLOMO, MARKETING DREAM OR REALITY?
SOLOMO, MARKETING DREAM OR REALITY?

Summary/Abstract: The presented contribution deals with the possibilities of implementing SoLoMo marketing in the business environment in order to increase interest in eco-products. It focuses on systematically describing current knowledge concerning the usage of the SoLoMo marketing concept in the business environment and, at the same time, the potential of its development in the context of environmental management and marketing communication presenting innovative solutions to environmental problems. Based on the defined problem, the authors seek answers to the current issues of the use of new, trendy marketing communication tools, new marketing principles in the digital environment and their application in the environmental management of business entities. The contribution focuses on the description of the SoLoMo marketing concept, which combines three basic principles – social media, geolocation services and mobile devices. The authors analyse the possibilities of applying this concept in terms of promoting eco-innovations and disseminating environmental awareness among consumers through concrete examples of practice.

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