"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 Goluchowski,Irena Kaminska-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.

(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 Dunjic / 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 Franjkovic / Language(s): English / Issue: S/2015

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 Comprehensive Review on the Issue of Trust

Author(s): Volkan Yuncu,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 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 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”.

A managerial perspective on international marketing research

Author(s): Constantin Sasu / Language(s): English / Issue: Spec/2011

Marketing research is the primary mechanism through which companies understand their current, as well as potential, customers. As companies contemplate the global marketplace, they must consider how domestic market research differs when conducted in international markets. Designing a specific research methodology is the way to achieve this aim. This article discuss the context for international market research and provide a framework for conducting international market research projects. Additionally, there will be presented several factors that should be considered by marketers who engage in global market research studies. Particular attention is paid to the nuances related to primary data collection, measurement issues and questionnaire construction.

A Metropolitantól Bilbaóig

Author(s): Réka Nagy / Language(s): Hungarian / Issue: 08/2012

The aim of the article is to present the strategies which help museums or other cultural institutions like galleries to get to be known. Museums are establishments which were funded and sustained by the government. This has changed with the political alterations, and they are forced to attain their own funds, mostly by sponsorship and projects for attracting visitors. How can they do that? Is there a need for people specialized in Arts or Cultural Management and PR? Here you will find some examples for museums and galleries which gained recognition by introducing new strategies, and changed their view of propagating their work and their whole existence by becoming a place where it is trendy to go.

A model for establishing and developing relationships with visitors of the Kopački rit Nature Park based on mobile technologies

Author(s): Branimir Dukic,Stojanka Dukic,Biserka Vištica / Language(s): English / Issue: S/2015

Kopački rit as a nature park is a great tourist attractor in northeastern Croatia. Its flora and fauna used to attract people for economic reasons, whereas today people mostly visit it for educational and tourism purposes. Visitor loyalty is increasingly important in tourism development today. One-time visitors cannot be the basis of tourist demand. Such guests often visit a particular destination motivated by global political trends, and not by the need to visit the destination itself. For example, the increased number of guests in Croatia in the past few years is a result of political events in Greece and North Africa. Once the political situation in their primary choice is stabilised, such guests will be lost. Therefore, among many guests of Kopački rit one must recognise those, for whom it was their primary destination, and establish a relationship with them. To achieve a targeted tourist offer, the Nature Park must implement relationship marketing by means of Customer Relationship Management (CRM). The aim of this research is to explore and define an optimum model of the CRM system that would offer a long-term solution to the problem of customer relationship development with visitors to Kopački rit. The research will be carried out deductively, and the methods used to realize the research aim are to be systematic analysis, causal reasoning, descriptive modelling, and logical experiment. The result is a framework model of a marketing database and a descriptive conceptual model of the CRM system for Kopački rit, both of which will use the potentials of mobile and information and communication technologies.

A model of website quality-based e-commerce satisfaction index

Author(s): Lina Pileliene,Viktorija Grigaliunaite / Language(s): English / Issue: 1/2016

In the contemporary highly competitive e-business market, organization’s success depends on satisfaction and loyalty of its customers. Whereas the differentiation of the determinants and their impact on customer satisfaction in different countries exists, the research aims at developing a model of website quality-based e-commerce customer satisfaction index. While achieving the aim of the article, the analysis and synthesis of scientific literature is provided. Furthermore, quantitative research and the analysis of the research results by means of principle component analysis, structural equation modelling using partial least squares path modelling methodology, and Importance-Performance matrix are applied. As a research result, the model of website quality-based e-commerce customer satisfaction index is elaborated. Latter model indicates the factors, which are worth investments in order to gain customer satisfaction and loyalty. As a result, not profitable investments might be avoided, which could contribute to the growing competitiveness of e-business

A public science product needs proper marketing: Polish experiences and challenges

Author(s): Andrzej H. Jasinski / Language(s): English / Issue: 2/2014

In this paper, the reader will find an analysis of Polish experiences with science-to-business marketing. Four case-studies are presented. Admittedly, the experiences with science marketing addressed to the business sector in Poland are still very poor; the analyzed cases can be treated like good practices to be followed.

A Qualitative Research regarding the Online Advertising Formats used by Romanian Companies

Author(s): Carmen Acatrinei / Language(s): English / Issue: 3/2015

The present paper offers an in-depth view about the online advertising formats that are used by Ro-manian companies or digital advertising agencies. The qualitative research based on semi-structured detailed interviews with 12 professionals, took place in Bucharest, in February-March 2015. From the online advertising formats defined by IAB, the Romanian representatives mentioned to promote their organizations or to develop campaigns for their clients by using: search, display, social media, video advertising, affiliate marketing and sponsorship advertising format (advertorials and content sponsor-ship). The specialists argued about the most relevant and efficient online advertising format that they use. From their personal experience, the professionals were asked to mention which are the elements / attributes that have a significant impact on: search, display, video, social media and mobile advertising campaigns. All the respondents mentioned that their companies use remarketing campaigns. The budget of an online advertising campaign is settled differently among the formats used. The purpose of the paper is to analyze the views of professionals regarding the Romanian online advertising market and this study precedes a quantitative research among Romanian consumers exposed to online adver-tising campaigns in order to make a comparison between the results obtained in both studies and pro-pose a model of online advertising campaign as close to consumers‟ wants.

A quantitative research of consumer’s attitude towards food products advertising

Author(s): Mirela - Cristina Voicu / Language(s): English / Issue: 2/2013

Identifying the consumers' attitude towards television/radio/press advertising is especially important, a fact which is highlighted by national and international speciality literature. The attitude of the consumer towards a television commercial influences the attitude towards the promoted product or brand.Thus, a positive attitude towards the commercial for a brand determines a positive attitude towards the respective brand and, eventually, may result in the formulation of the purchase intent. It is hard to say which aspects of advertising have the greatest influence on the formation of consumer attitudes and purchase intent formulation, but not impossible to find out. In this context, through this study, we aim at contributing to the determination of the consumers' attitude towards televised advertising aimed at promoting food products.

A Study about Customer Satisfaction of e-Service Quality of Point of Sale (POS)

Author(s): Sayyed Hassan Mirhosseini Ardakani,Mohammad Shaker Ardakani,Mohammad Fotouhi Ardakani / Language(s): English / Issue: 2/2015

This study examines the level of customer satisfaction and service quality of e-reader devices has stores and SPSS22 software was used for data analysis and correlation tests to determine the relationship of variables, the analysis of the test for identification of direct and indirect effects of variables has been used on customer satisfaction. The population of this study, shoppers and stores are Ardakan, Iran and sample its 200 stores and shops in the city which has customers randomly selected. The results show that the security apparatus reader has the greatest impact on their satisfaction. In addition the low cost; it is most concerned with customer satisfaction. The remarkable thing is that the devices meet the customer's card is the least that should be examined. Authorities can resolve individual complaints, the better the card reader devices can capture and customer satisfaction.

A STUDY ON COMPARATIVE ADVERTISING IN SOCIAL MEDIA: EXAMPLE OF TURKEY AND POLAND

Author(s): Ishan Eken / Language(s): English / Issue: Special/2014

Developments on globalization and communication technologies has effected advertisement as well as many other areas. New advertisement channels has come out by the Improvement in communication technologies. Social media is gaining more importance day by day in whole world and in our country, and the market share is increasing in whole advertisement channels. Consequently, social media is turning into an important advertisement channel. One of the methods used in advertisement is comparative advertisement. In comparative advertisement, both the advertiser submits his product's good quality compared to competitors and the consumer can have a chance to compare the products and make a better choice. Conversely, if the comparison in the advertisement is not objective, misleading and false informative, the advertiser exploitation and consumer misleading can occur; if the comparative advertisement is banned this can prevent the positive effects that should be reflected to competition and the consumer. At that point, the limits of the comparative advertisement must be determined. Depending on this, to see the effects of social media and globalization easily, the study purposes to observe the comparative advertisements used on social media in Turkey and Poland by content analysis method.