Understanding the motives for using social networks in the function of improving communication with consumers

Today, modern communication in the business world cannot be imagined without the use of the Social Networks. They also play an important role in modern marketing activity and are an inevitable tool in modern marketing communication. The subject of this paper is reflected in the research for the answer to the question why do consumers use the Social Networks? More precisely, what are they motives for using Social Networks? The significance of the knowledge of the motives for using Social Networks is reflected in their necessity for the clarity in the perception and creation of the overall marketing strategy undertaken by the marketers from the companies on the Social Networks in order to communicate adequately with their consumers. The aim of this paper is to present the main motives for the using of Social Networks through the review of previous research papers in order to help marketers to create more successful marketing campaigns for consumers that will be further the most effective for achieving the ultimate company's goals. The results of the research presented in this paper, on the one hand, can be used as a basis for the further empirical research but also for the improvement of marketing practice and communication on Social Networks.