Rola wspólnot zainteresowań dla biznesu ‒ innowacja czy konieczność?

The community of interests affects the behavior and behavior of its members as long as it is able to remain attractive to them and is convinced that membership will benefit them. Transmediality means conveying the story in different media in different technologies, rather than just translating the same content from a TV to a phone and vice versa. Traditionally, the creators just wanted to reach the mass audience but something like that does not quite exist. There are communities ‒ groups of people joining in at different times, usually with the technology of their choice, and tracking only what is really interesting to them. The purpose of the paper is to try to answer the question of whether the impact on business interests in the business world to promote products and services in different places has become a necessity for entrepreneurs today to remain market participants or simply a simple profit-making procedure. Applications are based on an analysis of the content of research already available and interviews with entrepreneurs.