English
Język Polski
The impact of social media promotions on driving in-store purchases
,
Katarzyna Kowalska-Jarnot
,
Aneta Oleksy-Gębczyk
https://doi.org/10.60154/ZeszytyNaukoweWSEI.2023.19.1.08
Abstract
The e-commerce industry has been growing rapidly for several years. In the period from 2021 to 2027, the value of this market will reach 187 billion PLN. The pandemic has accelerated the development of e-commerce in Poland, forcing many shops to expand their online presence. Sales during the so-called lockdown period moved online. The change in sales channels forced a change in promotional instruments, transforming traditional offline activities into hybrid activities (offline and online and even fully online. Online promotion is an effective form of reaching consumers, especially the generation that moves freely online, corresponding to the general model of the e-consumer.
This article is a case study analysis and looks at the impact of social media promotion on an online shop’s revenue growth.
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No. 19 (2023)
Published: 2023-12-18
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.