TY - JOUR
TI - The Role of Social Media in Purchasing Behaviour of Young Digital Customers in Poland
AU - Le Viet-Błaszczyk, Milena
AU - Lerman, Juliusz
TI - The Role of Social Media in Purchasing Behaviour of Young Digital Customers in Poland
AB - 
	Background. The dynamically developing technology and changing system of interpersonal communication has modified the customers’ approach to the process of making purchasing decisions. The literature has even developed the concept of a new customer – a digital one. The market situation forced companies to look for effective modern tools for their marketing communication. One of such tools to reach digital customers is social media.

	Research aims. The aim of the article is to indicate the role of social media in the purchasing process of Polish digital customers aged 18–26.

	Methodology. The conclusions presented in the article are the result of an analysis of quantitative and qualitative research, which consisted of a survey with 140 respondents and of 6 individual in-depth interviews.

	Findings. The conducted research has shown that social media have a significant role in customers’ purchasing decisions. They influence the perception of the brand by customers but also the purchase of specific products. Based on the research results, it can be assumed that SM functionalities that shorten the purchasing process will be developed in the future, and the role of social media in the purchasing process will grow.

	JEL Codes: M3, M30, M31, M37.
VL - 2020
IS - Numer 19 (3)
PY - 2023
SN - 2449-8920
C1 - 2449-8939
SP - 43
EP - 61
DO - 10.4467/24498939IJCM.20.010.13152
UR - https://ejournals.eu/czasopismo/international-journal-of-contemporary-management/artykul/the-role-of-social-media-in-purchasing-behaviour-of-young-digital-customers-in-poland
KW - social media; digital customer; consumer choice theory
KW - marketing