VAŇOVÁ ANNA Marketingové stratégie rozvoja územia.
Review of: VAŇOVÁ ANNA. Marketing strategies of territorial development]. Banská Bystrica, SK: Belianum, 2020. 136 s. ISBN 978-80-557-1783-8.
More...We kindly inform you that, as long as the subject affiliation of our 300.000+ articles is in progress, you might get unsufficient or no results on your third level or second level search. In this case, please broaden your search criteria.
Review of: VAŇOVÁ ANNA. Marketing strategies of territorial development]. Banská Bystrica, SK: Belianum, 2020. 136 s. ISBN 978-80-557-1783-8.
More...
Video game fans participate in the official promotion of video games, either voluntarily, or unwillingly when their fanworks are appropriated and used by video game publishers. The article provides a quantitative overview of the presence of fans in the official social media profiles of four selected mainstream games (Dragon Age: Inquistion, Evolve, Mortal Kombat X and The Witcher 3: Wild Hunt) during a one-year period from August 2014 to July 2015. Combining the traditional method of content analysis and Facebook data-mining, we explore the frequency with which fans appear in social media (including questions of various forms of fanworks and gender) and what user activity is generated by posts featuring fans and fan creations. Results show that fans or their fanworks are featured in 8–24% of all posts depending on a game and in the most common categories of painting and cosplay they generate a comparable level of user engagement as traditional promotional posts.
More...
Social media and advertising offers opportunities for receiving pre- and post-purchase information. Advertising plays a significant role in business marketing, as every company wants its product to be successful, and familiar to its target audience, and thus, it is essential to promote it. Promotion plays an important role within the marketing mix, as its aim is to draw the attention of potential buyers. The main purpose of this study is to find out how social media, especially advertising, changed its content during the COVID-19 pandemic. A questionnaire was distributed among respondents by means of social media. This way we included representatives of each age category trying to resemble, as closely as possible, the Slovak market. From among the randomly selected participants (social media users), 135 respondents completed the questionnaire. As for the impact of the COVID-19 pandemic, in terms of advertising, we found out that there had been a certain change. According to the answers of our respondents, the changes related to the content of advertisements, the motives used, their narratives, offered products or services, or the combination of all the above. Consumers noticed an increased amount of COVID-19 related products such as face masks, disinfectants, etc.
More...
Many of the recent research studies in tourist behavior pointed to the fact that contemporary tourists, particularly millennials, are very prone to innovative experiences and enjoy co-creating the tourist experience. Technological advancements drive changes in the way tourists experience their vacation and have transferred power to the tourists in terms of decision-making. Scattered hotels bring back life into empty and abandoned homes in the old parts of the city. They boost the trickle-down effect on the local economy, contribute to the revival of villages and old parts of the town, preservation of the local culture and identity of the place, and minimization of negative social and ecological impacts of over-tourism. With the implementation of innovative technological solutions, customized to such particular accommodation establishments and the ecosystem of the tourist destination, this product would be able to modify the complete nature of the tourism experience. In this paper, the authors aim to explore how technology reinvigorates creativity and boosts destinations’ innovativeness and competitiveness by enriching the overall customer experience and by creating ecosystems in which tourism contributes to sustainable development. Technological advancements that can unlock innovation potential in scattered hotels are presented, as well as perceptions of tourism suppliers on personalized experiences, boosted with technological innovations. Factors hampering innovation are identified, as well as other important obstacles in delivering such services (financing, cooperation with other stakeholders, uncertain demand, etc.). From a possible functional angle, this study presents significant implications for small entrepreneurs – experience providers in horizontally developed accommodation structures, as well as destination managers and all levels of government.
More...
The purpose of this study was to explore how cosmetics retail SMEs in Almaty and Nur-Sultan run their social media marketing activities on their Instagram business pages and the effects they have on their bottom line. This phenomenological research studied the SMM experiences of Kazakhstani cosmetics SMEs by adopting an exploratory research design and implementing the abduction reasoning approach. The study implemented a purposive sampling of representatives of Almaty and Nur-Sultan cosmetics SMEs who manage Instagram social media marketing for their companies. Primary data was collected through semi-structured interviews. The theory of social media engagement and the RACE digital planning framework were the theoretical bases for the study. The expected results were related to good and bad practices in running social media marketing activities on Instagram and navigating customers through the Instagram SMM funnel of the SMEs.
More...
In recent years, we have witnessed the development of various management concepts, especially in the field of strategic management, because any enterprise that is not managed strategically is a very risky endeavour. The incentives to improve the internal processes and the operations of a company must be put forward by its managers as they are directly involved in its internal processes and are in direct contact with its customers. This approach requires professionally competent managers whose experience and creativity could be used to achieve the goals of the company. Such incentives must be balanced and causally related in order to achieve the strategic goals and thus create a strong corporate image (CI).
More...
Theoretical background: In recent decades, an increase in the consumption of non-dairy fermented products with probiotic potential has been observed. Food choices is a complex process that involves several factors concerning product-related aspects like taste, pro-health values, price or packaging, as well as individual factors (e.g. beliefs) or social issues (e.g. culture, tradition).Purpose of the article: Therefore, the aim of this study was to understand the food choices, food intake and purchasing habits regarding vegetables fermented products (focusing on preserves and juices) in the reality of the Polish market.Research methods: The research was conducted in Poland with the use of an original questionnaire among a group of 205 individuals of both genders, aged between 21 and above 60 years old. Also, descriptive statistics, one-way analysis of variance (ANOVA) and post-hoc Tukey’s test were used in the data analyses.Main findings: Research findings indicate that fermented vegetable foods are mainly seen as pro-health products characterized by probiotic properties, higher vitamin C content and associated with the ability to increase human’s immunity. Sauerkraut, pickled cucumbers and beetroots are the most frequently and eagerly consumed products. On the other hand, fermented vegetable juices are less popular among respondents. The most crucial factors determining the choice of this product category include taste, pro-health and probiotic properties, nutritional values and product composition.
More...
The aim of the article is to present the role of social media in the process of communication between the company and its stakeholders, with the use of new tools. ICT tools enable rich and unlimited communication of each organization with each stakeholder. From the point of view of enterprises, this leads to a dramatic reduction in transaction costs, an increase in the effectiveness of managing contacts with interest groups, as well as spatial development and range of operations. In order to minimize marketing and promotional costs, enterprises look for all possible communication tools to reach the largest group of recipients of their message. A prime example is the phenomenon of social media, or internet “creations” that allow users to create and exchange user-generated content in order to create “crowd wisdom” used by businesses. The considerations contained in the article are an element of research on the role of social media in communicating with its stakeholders. The article is both in theoretical and practical knowledge. The subjects of the research are medium and large enterprises from the high technology service sector in Poland.
More...
The purpose of this article is to present research on consumer attitudes to mobile operator advertising, as well as their relationship with components of the value of consumers of mobile products and services. The Petty and Cacioppo’s Elaboration Likelihood Model of Persuasion, which examines the variability of attitudes toward advertising, as well as the Schwartz method for changing values, are applied. The obtained results clearly show the presence of a relationship between the studied indicators, as well as behavioral changes in the individual target groups. The leading summary is that females aged 21 to 24 are more strongly influenced by advertising of mobile operators and the same target group shows higher values for establishing benevolence towards different family members and universalism as shows tolerance to the needs of representatives of individual social groups.
More...
There has always been serious concern about how industrial actors in public universities in Nigeria perceive industrial disputes as a means of enforcing collective agreements jointly reached and signed. A group may likely see industrial disputes as unnecessary and destructive while others may see it as a veritable tool for enforcing their labour rights. This study therefore examined the industrial actors’ (university management, academic staff and non-teaching staff) perception of industrial disputes in public universities in Southwest, Nigeria. Descriptive research survey design was adopted for the study. The population consisted of the management staff and all the staff of public universities in Southwest, Nigeria. The sample size of the study was 280 respondents (80 management staff, 100 academic staff and 100 non-teaching staff) randomly selected from four public universities across Southwest geo-political zone. Data was collected through a self-designed questionnaire. T-test analysis was used to analyze the three hypotheses raised at 0.05 level of significance. Findings revealed that there was significant difference in the way university management, academic and non-teaching staff perceive industrial dispute while there is no significant difference in the way academic and non-teaching staff perceive industrial disputes. It is therefore recommended that all the industrial actors in public universities in Southwest, Nigeria should not see industrial disputes as destructive engagement since disputes are naturally part of organizational existence. Effective management of industrial disputes through sincerity of purpose should be adopted by the industrial actors.
More...
The article considers the scandal as a phenomenon in the fashion industry. Examples of contradictory moments related to the fashion business are given and systematized. The consequences of the provocations by monitoring the public reaction are described and analyzed.
More...
In today’s world market, the success of global companies depends to a great extent on their capability to communicate efficiently and within the terms “set” by each of the local markets. The advertisements analysed in this paper adopt a centralised communication strategy, meaning that the brand and the world-wide cognoscibility of the product is paramount.
More...
Sensory features of products and services affect emotions, memories, perception, choices and consumption. The creation of new emotions or emphasising of existing ones can increase the appeal of the product or service. Furthermore, it is important for the creative industries to create products and services that inspire, include and reflect consumer values. The creative industries – which include advertising, architecture, arts and crafts, design, fashion, film production, video, photography, music, the performing arts, publishing, research and development, software and computer game development, and electronic publishing, as well as TV and radio – are elements of the creative economy. Creativity is also one of the drivers of the experience economy. According to theorists of experience economics Joseph Pine and James Gilmore, the most prolific experiences are authentic, remain in the memory and change human notions by stimulating all five senses (vision, hearing, smell, taste and touch), provoking emotions and feelings, and allowing people to participate and be involved. The research question of this paper is as follows: how are senses and emotions linked with experiences, when they are used in the development of creative products and services? Therefore, this paper proposes a theoretical review of how to incorporate senses and sensory design into a more comprehensive understanding within the creative economy, as well as the experience economy.
More...
By increasing the diversity of data from the evolving rebirth of societies to become greener, a need to simplify perception has been created, especially in the area of interactive data visualisation, which helps the user with data interpretation. Therefore, it is important to clarify the main factors of perception and predisposition to effective and clear perception of data. The interconnection of data visualisation, environmental activities and communication tools reinforces the fact that the groundswell is a leading innovative element that needs to be taken into account for the complexity of research. The authors analyse the research of domestic and foreign experts so far, summarise the findings as an ideal basis for their subsequent research and supplementation of expertise across the spectrum in the field of data perception, environmental activities of companies and largely innovative communication tools. They also deal with previous research in the field of effective data perception, environmental activities of companies and the resulting data packages. The study uses balanced methods of qualitative and quantitative research. Qualitative methods are in the form of analysis of the content of previously collected texts and documents, which is unstructured and has an emergent relationship between theory and research. It is also a well-established semantic analysis of conceptual expressions. Within the quantitative methods, representation is in the form of evaluation of the authors’ own survey carried out in Slovak business entities. The dependence between the variables is tested using Cramer’s V. The main goal of the study is to present a proposal for a methodology for displaying data from the environmental activities of businesses using innovative communication tools. Extensive research in the field of data visualisation and findings are formulated into conclusions in order to achieve a professional discussion on the issue. The added value of a scientific study is mainly in the clarification of specific and measurable data resulting in an effective display within the visualisation.
More...
The study addresses the importance of a higher education institution’s marketing management and brand and prestige building in relation to its applicants. The research employs a wide range of secondary data sources from around the world while mainly consisting of a case study conducted in the form of a survey. The objective is to determine homogenous groups of applicants based on how they perceive the reputation of a selected university/faculty and what their preferences are when choosing a study program. The results of the research are then used to verify whether the brand values defined by the faculty in question correspond with actual perception of its brand. Groups of applicants were determined using a K-means cluster analysis and subsequently tested for the applicants’ preferences when choosing a university and their perceived associations to the selected faculty using an ANOVA. The results show 3 basic clusters of applicants and provide an overview of a possible approach to brand building in the context of universities. They can therefore serve as a model example fit for implementation in universities in Europe and even beyond, provided cultural dimensions and the specific environment are accounted for.
More...
Place branding as an integral part of competitive place development strategy became a relevant topic for urban and rural municipalities in Latvia relatively recently, at the beginning of 2000. In particular, the issue of narrative exploration of place identities in Latvia has become a key subject, linked to sustainable demonstrations of the attractiveness of places, and the listing of their unique benefits in order to increase economic value and improve social welfare for place residents and other stakeholders. The article seeks answers to a range of interdisciplinary research questions related to the topic of place branding: how can a place brand identity be created that is relevant to place residents and expresses the distinctiveness of the place; what are the main features of belonging to place; and what intangible and/or tangible attributes of the place can provide an authentic and convincing identity narratives for place brands? The empirical part of the article is based on a qualitative research methodology, indepth semi-structured interviews with place branding experts, and analysis of the content of brand identities of Latvian cities and regions. The article reveals how place branding as a strategic marketing process is managed by local municipalities and involved stakeholders, provides a critical view of local practices and strengthens appreciation of one of the most important reference stages of the place-branding development process: cooperation in finding the key narratives for place identities.
More...
Multiple studies show that the contemporary society is increasingly more responsible and ask companies to prove responsible citizens, too. The current study aims to a better understanding of the role of age plans in responsible consumption attitudes and values. Investigating the literature in the field, including studies developed worldwide as well as on the Romanian market. The research documents that the younger adults are more responsible and greener than older persons. Nevertheless, the older the consumer, the more trustful in the personal impact of her/his consumption is. The older adults seem to be less inclined towards responsible buying. The available data also suggests that the age gap is closing, and older consumers tend to be increasingly more responsible.
More...
This study sets out to examine the concept of green marketing from a broadbased perspective, focusing particularly on how it may contribute to the adaptation or transformation of the dominant social paradigm in which environmental aspects have hitherto not been considered in economic relationships. A multi-theoretical, interdisciplinary approach is used, because the way in which businesses manage the environmental factor is not an isolated issue constrained only to the internal running of each organisation but rather a general issue that needs a general, integration-based outlook and a long-term approach. Bearing in mind that sustainable development and the protection of the environment are complex, multifaceted issues, particularly as regards their links to consumer activities and environmental awareness, we believe that it is particularly important to clarify the role played by green marketing from a holistic viewpoint, emphasising the need for it to be applied across the board by firms.
More...
This study aims to examine the effect of environmental concern and perceived marketplace influence on green product purchasing behavior. In addition, it examines the effect of environmental sustainability awareness and environmental concern on green product purchasing behavior in the attitude-intention relationship. Snowball sampling method was preferred in the research and data were collected with the help of an online survey. In the evaluation phase of the developed model, firstly explanatory and confirmatory factor analysis was performed, and then path analysis was performed to determine the strength and effect level of the relationships in the model. As a result of the analysis, it was determined that the tested model provided an acceptable fit. Research findings show that environmental sustainability awareness strongly (0,87) directly affects environmental concern, whereas it does not have a direct effect on attitude towards green products. It was also observed that the indirect (0,49) effect of environmental concern on the perceived marketplace influence on green product purchasing behavior is higher than its direct (0,33) effect. These results reveal the direct and indirect effects of the perceived marketplace influence on the green product purchasing behavior of environmentally concerned consumers. As this research provides clues about the determinants of green product purchasing behavior, practitioners can; it contributes to theorists as it reveals the role of the perceived marketplace influence, which has been studied in a limited way in the literature, in green product purchasing behavior.
More...
The aim of the study is to determine the households shopping online in Turkey. During the modeling phase, the Random Forest method, which is frequently preferred in classification problems, was used. The data set in the TÜİK 2019 Household Budget Survey and gathered from 11521 households was used. The data set of the study was balanced with SMOTE and Random Undersampling methods. The cross-validation method was used to increase the accuracy of the study. The performances of the established models were compared and interpreted, and it was shown that the classifier performance could be increased with the correct use of sampling methods and cross-validation. In the training dataset, the model established by applying the SMOTE method was found to be more successful than the results of all criteria (F, DP, G-Means and MCC ) compared to other models. In the test data set, while it was observed that the model with the SMOTE method was more successful than the results of the F and MCC criteria, the model established with the Undersampling method was more successful according to the result of the G-Means criterion, and the model created without using any method was found to be successful according to the result of the DP criterion.
More...