"Eye tracking" the Method and Psychology of Consumer Behaviour on the Market

Author(s): Wioletta Wereda / Language(s): English / Issue: 111/2016

Niniejsza publikacja przedstawia rolę, jaką odgrywa nowoczesna metoda "Eye tracking" w psychologii zachowań konsumenta na rynku. Metoda ta jest szczególnie wykorzystywana w medycynie i psychologii. W ostatnich latach znalazła ona również szerokie zastosowanie w naukach ekonomicznych, szczególnie w marketingu.(abstrakt oryginalny) This publication presents the role which the modern method called "Eye tracking" plays in the psychology of consumer behaviour on the market. This method is particularly used in medicine and psychology. In recent years, it has been also widely used in economic sciences, especially in marketing.(original abstract)

"PROJEKT LADY" TELEVISION REALITY SHOW AS A TOOL FOR RESAPING PERSONAL BRANDING

Author(s): Jerzy Gołuchowski,Irena Kamińska-Radomska,Anna Losa-Jonczyk / Language(s): English / Issue: 1/2/2016

Creating a personal brand is an important tool for professional development and success in life. The practical and research problem is the selection of the most effective methods of creating a personal brand. The aim of the article is an analysis of the innovative use of the reality show (The "Project Lady" in Polish Television TVN) as a method of shaping the personal brand using gamification. The paper deals with review of the process and the transformation of the personal image and with results of this program.

"YouTube" як найпотужніший інструмент просування музичних відеокліпів

Author(s): Nikita Bogdanov / Language(s): Ukrainian / Issue: 2/2017

Purpose of the work. The purpose of the work is to identify possible methods for using Social Media Marketing and the YouTube channel to promote video production. The research methodology consists in the use of functional, systemic, comparative and media analysis to consider the YouTube channel as a quality content for the promotion of video production. The scientific novelty of the work lies in the disclosure of the main provisions for the promotion of video products (music videos) on the channel "YouTube". For the first time, the methods of promoting video production in "YouTube" are considered, in the context of the development of Internet technologies. Conclusions. "YouTube" belongs to the most popular hosting, where you can rank and promote national video products for little money. Also, the video format is considered an important component in the work of marketers. Videos fully demonstrate the various characteristics of the product or create valuable educational or cultural and artistic content. Therefore, producers and marketers are constantly increasing the volume of financing the production of advertising videos and video clips in order to interest potential buyers. At the same time, there is a risk of copyright infringement in the network, so the problem of legislative regulation of the protection of the rights of modern music performers and popularization of their video production is still relevant.

(DIS)ADVANTAGES OF TOURISM IN THE CONDITIONS OF SELF-GOVERNMENT AND WAYS OF ITS EFFECTIVE PROMOTION

Author(s): Kristína Hoghová / Language(s): English / Issue: 1/2019

The creation of Slovak Republic as an independent state, globalization, and internationalization of society has brought an increase in competition between cities, not only at the national level, but beyond national borders also. This is also related to the city image and its communication after the year 1989, when the self-governments acquired a significant position thanks to the implementation of the law on municipal establishment. If cities want to keep their position in the urban market and be successful at the same time, it is necessary to remember the importance of marketing activities, as well as maintain a positive city image. Thus, paper focuses on the characteristics of internal marketing communication of the selected city. Based on the results of the survey conducted, we will proceed to our own proposals and recommendations for the city’s marketing communication in order to maintain its image and competitiveness.

(Para)literacki wymiar reklamy

Author(s): Magdalena Lachman / Language(s): Polish / Issue: 3/2016

The impulse to write this article came with the recognition that among the various ways to define and characterize advertising the ones which emphasize – either intentionally or unintentionally – the variously understood (para)literary nature of the phenomenon occupy a prominent position. The belief that advertising can be regarded as a variety or specific manifestations of literature reveals itself on various occasions and in a wide variety of sources (not necessarily oriented towards literary studies): in academic research, literary criticism, essay and column writing, journalism and popular publications. The author does not seek to determine whether and under what conditions advertising complies with the requirements of a literary work, but rather adopts a reconstructive attitude and looks for an answer to the question, due to what properties and factors advertising is sometimes viewed in literary (or, more broadly, artistic) terms, and what arguments are used in support of this thesis, as well as what results from this type of beliefs for literary art itself, its condition, cultural rank and status quo.

(Zlo)upotreba žene u reklamama

Author(s): Ana Marija Dunjić / Language(s): Serbian / Issue: 15/2010

Advertising as a powerful means of influence on customer’s behavior has great potential of understanding of gender in one’s society. Mostly based on gender stereotypes, advertising uses archetypical patterns to sell advertised product, followed by more or less jokey statements. Even nowadays, when the emancipation of women has reached its full power, we can find commercials which represent women as housewives, in typical roles attached to household or family. We take these commercials for granted because we decode the message form our collective experience. The aim of this work is to show that through decades, starting from the early fifties when advertising has become a profession – gender stereotypes has maintained, even though less than they used to, and traditional understanding of women roles is society is still active, although not as dominant as it was.

13th International Congress on Public and Nonprofit Marketing

Author(s): Ana Pap,Jelena Franjković / Language(s): English / Issue: S/2015

1990 VE 2000 SENELERİ ARASINDA TV REKLAMLARINDA ERKEK KİMLİĞİNİN SUNUMU

Author(s): Hakan Yüksel / Language(s): Turkish / Issue: 39/2018

The world, which has undergone a the cycle of rapid change since the 1990s, has begun to directly influence economic and social life with a process called globalization. In this global cycle, where large capital owners are involved, the media phenomenon is felt to be ineffective and the integration of technology and traditional media tools has become inevitable. As a matter of fact, switching to private broadcasting on television and radio has changed the content presented and formal formats with new communication technologies.

2016 YILI İMDB’DE İLK 5’E GİREN FİLM AFİŞLERİNİN TİPOGRAFİK AÇIDAN İNCELENMESİ

Author(s): Birsen Çeken,Asuman Aypek Arslan,A. Çisem Yayçili Özen / Language(s): Turkish / Issue: 10/2017

Posters are one of the advertising tools used to promote a product. Especially in the cinema sector, the tools used to attract viewer attention are rather limited. In this case, movie posters have a big task. Because audiences like a film poster that does not have an idea about the film and they might go for it. In such a case, we can think that the posters of the films which entered the first five in the internet movie database known as IMDB in 2016 are also the effects of the number of films watched. For this reason, these five most watched film posters have been examined in terms of typographic. Similarities and differences were sought according to film category in the typographies of the films encountered.

4th INTERNATIONAL CONFERENCE ON GOVERNANCE AND STRATEGIC MANAGEMENT "ICGSM"

The circular Economy. BFU. Burgas, 11 - 12 may 2017

Author(s): / Language(s): English / Publication Year: 2017

The conference proceedings “ 4th INTERNATIONAL CONFERENCE ON GOVERNANCE AND STRATEGIC MANAGEMENT “ICGSM” are a collection of the papers presented by the lecturers and PhD students – participants in the 4-th International Conference on Governance and Strategic Management (ICGSM).

A benefit-based approach for increasing the effectiveness of promotions

Author(s): Marusya Ivanova / Language(s): English / Issue: 2/2012

The purpose of this paper is to reveal some insights for increasing the effectiveness of promotions. To achieve this purpose, first, the existence of multiple customer benefits of promotions is proved. It is empirically validated that promotions deliver three utilitarian (monetary savings, higher quality and shopping convenience) and two hedonic (variety and pleasure) benefits to the customers. Second, a structural equation model is estimated to measure the relative contribution of these benefits on the customers’ overall evaluation of promotions. The research suggests that in order to increase their effectiveness, promotions must be framed by focusing not only on their primary benefits but also on all other benefits with a significant contribution to customers’ attitudes towards promotions. Finally, a benefit-based segmentation is conducted. Four market clusters are identified (none-benefit, allbenefit, utilitarian-benefit and hedonic-benefit customer segments). Further, these clusters are profiled using demographic and psychographic variables.

A CAUSALITY ANALYSIS OF THE RELATIONSHIPS BETWEEN GROSS FIXED CAPITAL FORMATION, ECONOMIC GROWTH AND EMPLOYMENT IN SOUTH AFRICA

Author(s): Daniel Francois Meyer,Kazeem Abimbola Sanusi / Language(s): English / Issue: 1/2019

In terms of macro-economic policy, gross fixed capital formation, which is the major component of domestic investment, is seen as an important process that could accelerate economic growth. This study re-examines the controversial issue of causality between domestic investment, employment and economic growth using South African data. The traditional assumption of causality running from investment to economic growth has remained inconclusive while empirical findings on the investment and employment growth nexus are also largely unsettled. The study makes use of quarterly data from 1995Q1 to 2016Q4 within the framework of the Johansen cointegration and Vector Error Correction Models (VECM). The empirical findings suggest that a long run relationship exists between domestic investment, employment and economic growth, with causality running from economic growth to investment and not vice versa. The results also demonstrate that investment has a positive long-run impact on employment. The empirical evidence further suggests bi-directional causality between employment and economic growth, while evidence of uni-directional causality, from investment to employment, is also found. The major implication of the study is that although there is bi-directional causality between economic growth and employment, economic growth does not translate to increased employment in the long run confirming “jobless growth”. Investment is found to be a positive driver of employment in the South African economy in the long-run. The study concludes that, in order to stimulate employment, investment enhancing policies, such as low interest rates and a favourable economic environment should be put in place to accelerate growth. Measures to promote economic growth, such as improved infrastructural facilities and diversification of the economy, should be further engineered so as to encourage increased investment.

A Cluster Analysis of Senses Effects on Consumer Behavior. Lessons for Businesses

Author(s): Ioana-Octavia Brătulescu,Simona Vasilache / Language(s): English / Issue: 3/2014

The paper tests the correlation between sensorial marketing and consumer behavior. Most of our buying decisions, in practice, are based on emotions, rather than rationality. Using an experimental design, we have tested the influence of human senses, under various stimuli, on purchasing behavior of selected customers. We have also tested the features of chocolate related to the idea of tenderness, in the consumers’ minds. The findings revealed that customers are less influenced by visual stimuli, reacting more to texture and packaging.

A COMMENTARY ON THE PROHIBITION OF ALCOHOL ADVERTISING IN LITHUANIA IN RELATION TO MINORS

Author(s): Marianna Džačková / Language(s): English / Issue: 2/2018

The Republic of Lithuania enacted new alcohol legislation, which includes many alcohol beverages control measures. One of the most controversial was the ban of alcohol advertising in mass media, which provoked negative reactions of alcohol market and foreign media. This rule triggered whole-society discussion about the positive impact on society, especially minors. The author analyses the enacted Lithuanian regulation and different opinions, as well as the comparison with the broadcasting regulation of alcohol advertising in the Slovak Republic which has similar world position in international drinking ratings.

A Comparison to National and Local Retailers With Respect to Service Quality Dimensions

Author(s): Yusuf Arslan,Emre Yıldırım / Language(s): English / Issue: 4/2016

The purpose of the study is to assess the consumers’ perceived service quality levels towards national and local retailers. To reach this aim, four main hypotheses were tested. A questionnaire was formed to collect the data needed to test the hypotheses. The questionnaire was carried out to the 211 consumers who have shopped both from local and national FMCG (Fast Moving Consumer Goods) selling retailers. Convenience sampling methods was used in the study, picking voluntary costumers from either kind of retailers. The results indicate that, perceived service quality levels for national and local retailers are significantly different for Physical Aspects and Problem Solving dimensions. The results for Customer Interest and Personal Interaction dimensions were insignificant. Thus, according to the results, two hypotheses of the study were supported while two of them rejected.

A Comprehensive Review on the Issue of Trust

Author(s): Volkan Yüncü,Yusuf Karaca / Language(s): English / Issue: 3/2017

In pursuit of a great many corporate crises and financial scandals undermining the public’s trust in organizations, which are referred as black swan events in literature, trust in an organization has become staggeringly pivotal to entrench legitimacy and corporate reputation within the environment that organization subsists since legitimacy and corporate reputation are correlated with a variety of covetable business outcomes. Hence, within the scope of this research, in which an extensive theoretical review was conducted largely in management and marketing literature, trust as a relational and social construct is discussed systematically in a way that clarifies the way trust is conceptually embraced. Moreover, the role of trust in building corporate reputation and trust in the context of internet were also discussed.

A conceptual model for driving green purchase among indian consumers

Author(s): Prashant Trivedi / Language(s): English / Issue: 2/2015

Marketing is considered as responsible for increasing consumerism and overuse of limited resources. An endeavour to promote sustainable consumption is the need of the hour and an answer to growing concerns towards it is required. Marketing can be used as a tool to promote sustainability and increase responsible consumption. Many products which have energy saving potential can be successfully promoted through marketing activities. Increasingly, consumers are becoming aware about the issue and through constant marketing efforts green products and sustainable consumption can be taken to a high level. Contextual factors like value for money,features and selling point communication can play a crucial role in increasing the purchase of green products. Several studies are being conducted in this area but there is still a need for more research particularly in India. This paper will be a contribution to the existing area of knowledge and will focus on discovering the role which marketing can play in promoting sustainability among consumers in India. The factors which are responsible for sustainable consumption are explored and a conceptual model has been suggested which may help marketers in promoting green products and provide a platform for further research.

A CONSTRUCTIVE AND RESPONSIBLE APPROACH TOWARDS „OUT-OF-HOME“ MEDIA

Author(s): Martin Köteleš,Alena Kusá / Language(s): English / Issue: 1/2016

The paper deals with the topic of external offline media which are referred to as „Out Of Home“ media – also known under the abbreviation OOH. It briefly defines the key areas of OOH nowadays and explains particular approaches to be applied when creating visual advertising. The conclusion focuses on our new view of the approach towards these media so as an advertiser has a simple key how to use particular advertising space in the most effective way. Its main target is to enhance communication effectivity for target audience. The paper also highlights some of the main mistakes the promoters often make and recommend the approaches how to avoid them.

A cross-national survey on norm and nature of idea generation in new product development

Author(s): Kamran Davari Nikou / Language(s): English / Issue: 1/2019

The nature of idea generation in new product development is challenging, competing, risky, and requires an interdisciplinary approach. Being aware of the types, sources, techniques, and metrics of ideation is crucial for the achievement of effective and efficient idea generation. The present research attempts to identify the support mechanisms used within different national cultures in terms of generating new product ideas. A descriptive survey was conducted in order to exemplify idea generation norms in new product development and to establish the nature of this process from a multidisciplinary perspective. Then, an explorative qualitative research was carried out with the participation of 78 experts from 39 countries. Subsequently, partial raw data were refined, categorized, and interpreted via content analysis. The literature on idea generation in new product development ought to be more explorative rather than confirmative; it also needs to adopt a wider perspective because of the multidisciplinary nature of the phenomenon it is concerned with. Since successful idea generation can be cultivated along with the development of human capital, more importance should be attached to interdisciplinarity in human resources, multidisciplinarity in human skills, and perceptual vision than to technical excellence.

A Finnország-márka – Az arculatépítés és az oktatás –

Author(s): Attila Gál / Language(s): Hungarian / Issue: 3/2012

In our study we offer an insight into the brand-building processes being pursued in Finland and examine how we can trace the international reputation of Finland’s education system in today’s developing “Finland-brand”. Our study is based on the internationally accepted nation-branding theories (Simon Anholt, Peter van Ham). We will introduce discourses that connect with the results obtained by Finnish students in PISA measurements on the basis of our former studies. In this beginning stage of our examination, we concentrate on electronic documentation and press ‘appearances’ of this Finnish nation-branding. It may be stated that besides values connected to the welfare state and highlighting economic successes, the reputation of Finland’s education system, which has a prominent place on the international stage, is also an integral part of the development of the “Finland-brand”.