ABSTRACT
Social media is becoming more and more popular all around the world, offering social and marketing possibilities to consumers. At the same time, businesses are using social media as a tool to promote and sell their products, converting the platform into marketing instruments. This tendency is affecting not only the young but also those of older age. To understand the impact of social media use, the authors conducted a comparative study of two countries, Albania and Poland, which are both similar and different. So, did the consumers trust social media or are they addicted to it? To evidence this problem, a semi-structured online questionnaire was designed. Data were collected from students in both countries, using Google Forms, which guaranteed the anonymity of the respondents. The research model was tested using descriptive analysis. The results showed that our respondents use social media mainly for social purposes; their online purchases are not so much influenced by it. The majority of them are not aware of the real risks attached to using social media platforms.
