Jarosław Rzepecki
Community as an effective medium of marketing message

Owning to social networks, Internet became even more efficient communication tool, leaving behind traditional media, such as television, radio or press. "Never Ending Friending" research assessed the effectiveness of Internet messages being conveyed by social networks services - exemplified by "Adidas Soccer" and "EA Burnout Bandslam" campaigns carried out on MySpace in the first half of 2007 in the United States. Owning to the service users' involvement as well as to making original communication tools accessible for them, the campaigns' effectiveness has risen tree times in relation to traditional, "display" Internet campaigns.