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Prof. dr hab. Grzegorz Karasiewicz
Prof. dr hab. Grzegorz Karasiewicz
ORCID: 0000-0003-2472-185X

Professor in economic sciences. The Head of the Department of Marketing at the Faculty of Management of the University of Warsaw, author of over 100 scientific publications, including scientific monographs: Marketingowe strategie cen (1997), Systemy dystrybucji artykułów rolno-spożywczych na rynku polskim. Diagnoza i koncepcja zmian (2001) and Marketingowe strategie internacjonalizacji polskich przedsiębiorstw (2013). He specializes in the issues of pricing decisions in companies, company internationalization strategies and e-commerce.

DOI: 10.33226/1231-7853.2023.12.2
JEL: M21, M31, M39

The article presents the results of quantitative studies on a student sample (n = 163) that allow to determine the importance of delivery terms in consumer purchasing decisions in e-commerce. The delivery was defined by three attributes: delivery time, delivery price and delivery method (delivery place). The objective of the article is to determine the hierarchy (importance) of individual attributes of goods delivery in e-commerce in shaping the perceived value of the offer for the customer. On this basis, a key research question can be defined: How individual attributes of goods delivery in e-commerce affect the perceived value of the customer's offer? For the analysis of the collected empirical material, a conjoint analysis was used, which makes it possible to determine the importance of individual delivery attributes for shaping the perceived customer value, but also to determine the optimal levels of individual attributes. Based on the analysis of the research results, the following conclusions can be drawn: 1) the importance of delivery attributes in shaping the perceived value is as follows: delivery price, delivery method and delivery time; 2) optimal delivery conditions, i.e., creating the highest perceived customer value, are: delivery on the same day, to the parcel machine and for free (PLN 0).

Keywords: perceived customer value; e-commerce; delivery terms; conjoint analysis
DOI: 10.33226/1231-7853.2022.2.1
JEL: M31

There is a growing interest in marketing communications on social media and word of mouth. More and more companies operate in an international context. However, cross-cultural research on the relationship between marketing communications on social media and electronic word-of-mouth (eWOM) is very scarce. By filling the research gap, the purpose of this study is to assess the influence of marketing communications on Facebook on eWOM in different countries. The results of content analysis of 1,040 Facebook posts show that 27% of the variance of eWOM is explained by the geographic market. This study allows a deeper understanding of marketing communication processes in the virtual environment and provides concreto guidelines on content having a positive influence on eWOM.

Keywords: marketing communications; social media; Facebook; electronic word of mouth; social media marketing; international marketing