Abstract:

The extile-clothing industry is still perceived as one of the most important sectors of the world economy, and it is also the case in Poland, where it determines the directions of development of regions related to it. The development of new media, however, has contributed to significant changes in the environment of modern enterprises belonging to that sector, which has led to the evolution of their marketing orientation. The multidimensionality and complexity of processes observed bring about the necessity to modify the implemented process of building a competitive advantage and to look for effective tools in this area. Hypermedia space requires the participation of various groups of stakeholders, both in the B2C and B2B market. A solution that proves useful in this field is definitely social media, which significantly implies the quality of implemented processes while generating a wide spectrum of opportunities to compete. The aim of the article is to identify the marketing potential of social media in the textile-clothing industry with particular reference to their role in the process of the market orientation of enterprises from this sector.