The issue of investigating the influence of recommendations on purchasing decisions is part of the current research direction undertaken within various social disciplines. Moreover, it is also an important area discussed in marketing research. The aim of the study is to indicate the links in the literature between the concepts of recommendation and purchase. An attempt is also made to identify the main areas of research in this area and to classify recommendation in terms by type of sender. A bibliometric analysis was carried out to bring order to the literature's considerations to date. The adopted research approach is applicable when there are numerous publications in a selected field. It was decided to identify the links between the terms recommendation and purchase in the scientific literature. For this purpose, the resources of the Scopus and Web of Science databases were used. Based on the results obtained, answers to the research questions were formulated. VOSviewer software was also used, which made it possible to link essential terms from the scientific works and indicate the main research areas in purchase recommendations.

The presented study draws attention to the participation in the culture of people with disabilities. In the theoretical part, authors discuss the functionalities of beacons, which might be a useful tool in market communication of equal opportunities. The key goal of the article is to examine the role of beacons in market communication of equal opportunities with a disabled culture recipient. For the purposes of the undertaken research, a hypothesis was put forward that beacons support the process of market communication of equal opportunities with a disabled culture recipient. To verify the adopted hypothesis, authors carried in-depth interviews out in selected institutions using the discussed solution. Participants of the interviews represent the environment of cultural institutions or undertake selected cultural initiatives. In the presented study attended representatives of the following institutions: Museum of King Jan III's Palace in Wilanów, Town and Commune Office in Olkusz (Gwarków Trail), Polish Aviation Museum in Krakow, Silesian Uprising Museum in Świętochłowice and TAURON Arena in Krakow. During the research, it was also attempted to determine to what extent beacon functions are being used in marketing activities carried out for the benefit of disabled people by entities participating in interviews. Based on the research conducted, it was found that wider use of solutions based on the functionality of beacons can be achieved as a result of their adaptation to selected groups with particular dysfunctions.