| Autor: Michał Polasik, Anna Piotrowska, Janusz Kunkowski | 249 |
Summary
The usage of social networks in business is still in its early stages in Poland. However, the role of social networks is already significant due to the large number of users and merchants’ interest. Currently the Polish Internet users make use of the services primarily for the social purposes, but an increase in consumer behavior should be expected. Survey results have shown that nearly half of online stores have their profiles on social networking sites, which have already become an important form of marketing in e-commerce, although its use is dependent on the sector of the economy. It is expected that in the coming years social networks will be an important direct channel of sales and distribution of many products.