Using of Selected Social Media in Slovakia and Poland – Comparative Study

Abstract

Web 2.0 significantly affects the way how companies carry out product promotion. The Internet is almost infinite source of information, including brand and product information. As users browse the Internet in order to find solution that will fulfill their needs, content generated by company can affect consumer’s decision in purchasing process. This article was focused on determining whether online media are used while searching information about products before purchase and whether users from Slovakia and Poland complete the purchase based on the information gathered from these media. The results of questionnaire survey shown that there is not significant difference between the use of selected online media for intended purchase between Slovak and Polish customers.However, difference between customers from selected countries was found in online media usage in already completed purchases. It was also found that emerging media in the environment of the Polish market are used in a greater way than in the Slovak market.

DOI: 10.5901/mjss.2016.v7n3s1p113