The main aim of the article is to present examples of governmental public campaigns that are directed at helping refugees from Ukraine and to compare them with each other. The article attempts to generalise academic approaches to the content, tasks and functions of social campaigns, and then, on this basis, seeks to identify similarities and differences in the approaches of the countries studied to promotional activities aimed at helping refugees from Ukraine. It was decided to conduct the research in the form of a case study, comparing government social campaigns from Poland, Germany and the Czech Republic. Not only their content was analysed, but also the reactions appearing on the inaugural social media posts. The article identifies specific approaches related to campaigning aimed at helping refugees. Based on a literature review and practical examples of campaigns, it draws conclusions and recommendations for the conduct of such activities. The suggestions made can be useful not only to better meet the needs of migrants but may also be helpful in reducing possible tensions among citizens, which, as previous experience with refugee crises has shown, sometimes arise in the long term.

Głównym celem artykułu jest przedstawienie przykładów rządowych kampanii publicznych ukierunkowanych na pomoc uchodźcom z Ukrainy oraz ich wzajemne porównanie. W artykule podjęto próbę uogólnienia akademickiego podejścia do treści, zadań i funkcji kampanii publicznych, a następnie na tej podstawie starano się zidentyfikować podobieństwa i różnice w podejściu badanych państw do działań promocyjnych zorientowanych na pomoc uchodźcom z Ukrainy. Badania postanowiono przeprowadzić w formie studium przypadku, porównując rządowe kampanie publiczne z Polski, Niemiec i Czech. Analizie poddano nie tylko ich treść, ale również reakcje pojawiające się pod inauguracyjnymi postami w mediach społecznościowych. Artykuł identyfikuje konkretne podejścia związane z kampaniami mającymi na celu pomoc uchodźcom. Na podstawie przeglądu literatury i praktycznych przykładów kampanii wyciągnięto wnioski i zalecenia dotyczące prowadzenia takich działań. Przedstawione sugestie mogą nie tylko pomagać w lepszym zaspokojeniu potrzeb migrantów, ale również być przydatne w zmniejszaniu ewentualnych napięć wśród obywateli, które, jak pokazują wcześniejsze doświadczenia z kryzysami uchodźczymi, czasami pojawiają się w dłuższej perspektywie.

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.

Nowadays, striving for practical implementation of the sustainable development concept more and more often determines the directions of market institutions' activities and, above all, the innovations they implement. These organisations pay special attention not only to the optimisation of production and distribution processes, but also to the functionality and efficiency of the buildings in which their offices or shops are located. It is worth pointing out that buildings can fulfil the triple bottom line concept — contributing to achieving economic, social and environmental goals by market institutions. A modern organisation, when building its factory or office buildings, should pay attention not only to the visual attractiveness of the building, but also to its functionality, low maintenance costs, social usefulness and minimising negative impact on the natural environment. The main aim of the article is to present the features that meet the requirements of sustainable development on the example of The Crystal building and to indicate the market benefits resulting from the use of this type of solutions. Particular attention was paid to economic, social and environmental profits. As part of the analysis, the case study method was used, based on the use of secondary data. Based on the considerations, it was found that The Crystal building is distinguished not only by its visually unique design, but also it is an integral part of its surroundings. It can serve as an inspiration for market institutions that strive to deliver more sustainable products.

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.