Przedsiębiorstwo jako prosument mediów i serwisów społecznościowych
Company as a Prosumer of Social Media and Social Networking Sites

Summary/Abstract: This article aims to analyse the concept of prosumption from the perspective of its potential to explain current phenomena and processes shaping the marketing communications companies in social media (SM) and social networking sites (SNS). Determinant of the effectiveness and efficiency of the activities undertaken is the ability of the company as a prosumer to use the resources created by the users of SM and SNS. In the literature, the term prosumer is used to describe the behaviour of the consumer, not the company. That is why in the first part of this article the concept of prosumption was presented along with the reasons that allow to perceive the company as a prosumer. Another part of the article is devoted to the specifics of the process of marketing communication in social media and social networking sites. It presents the factors that influence the effectiveness and efficiency of marketing communication: involvement, proximity, utility, emotions, context, time, astonishment. In the last part of the text there are examples of prosumption behaviour enterprises in the marketing communication in SM and SNS.

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