Background. Modern technologies, and the Internet in particular, play an essential role in the effective business model of every company. Due to the fact that social enterprises often take over business models from commercial enterprises, a question arises about their applicability in the use of the Internet in social business. The size of the social enterprise and having a strong leader in the organization should be taken into account.

Research. The study identifies the increase of effectiveness of social enterprise business models through appropriate use of the Internet. The analysis attempts to demonstrate the relationship between business models and the social enterprise strategy, emphasizing the important role of the holistic model. The analysis is in­tended to show the importance of the business model in marketing and management.

Methodology. The study is based on a literature analysis as well as in the empir­ical part on the results of the author’s research. The most important hypothesis of the study assumes that the direct effectiveness of using the Internet is positively associated with the effectiveness and success in creating social value.

Findings. The results of analysis show that the impact of Internet efficiency was high in those social enterprises that used the appropriate business model. The efficiency of using the Internet is positively related to the size of the social enterprise and having a strong leader.

JEL Codes: F69, M29.

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.