Abstract:

The process of communication with the customer is a determining marketing tool for modern companies. It enables a company to gain a loyal, regular customer, develop its brand recognition and ultimately increase sales. Increasingly, social media are becoming a medium for permanent contact between companies and their customers. The aim of this study is to assess the impact of marketing activities carried out by companies in social media on the purchasing decisions of their followers in the paediatric dietetics industry. The field of empirical observation included influencers of the topic of paediatric dietetics and their audiences. At the level of the analysis of the own empirical study, the value of using content marketing tools and the impact of such activities on increasing sales and interest in the offer should be pointed out.