Journal of Marketing and Market Studies 02/2021

The main aim of the article is to deepen the considerations on smart cities, due to the need for scientific exploration in the context of new emerging environmental challenges (including technological development, limited mobility). Moving towards an intelligent one brings with it many challenges and, at the same time, benefits, as it is primarily intended to improve the functioning of residents, increase their access to infrastructure, ensure safety, and at the same time minimize the related costs. The literature review shows that there are various concepts of a smart city, and the examples illustrate that managing a smart city brings many benefits.

Famous people more and more often realise that the greater their personal brand equity based on consumers (social media users), the easier it is for them to achieve their goals. This is proved by advertising contracts that are formed with people who have a large number of "followers" or "likes" on social media. In other words, a strong personal brand is the key capital of a famous person, and its shaping should be the subject of a carefully prepared image strategy. Social media users have a very important role to play in this strategy, which is highlighted in this article. The main purpose of this article is to determine the importance of social media in shaping personal brand. Based on 26 in-depth individual interviews that were conducted with people famous in Poland and surveys of a group of 324 social media users, it was shown, among others, that online activity of Internet users stimulates the brand equity of famous people. Statistically significant relationships were observed for such components of the personal brand as awareness/associations with the personal brand and for the relationship regarding the perception of the quality of activities carried out by a famous person.

The article identifies and categorizes marketing events in Polish shopping centers. The theoretical part deals with the event marketing of shopping centers, while the empirical part analyzes the events of shopping centers in Poland. The article was prepared based on data from secondary and primary sources of information. Secondary sources are the literature on the subject and industry studies on shopping centers in Poland. Primary sources were obtained through own research carried out on the basis of the analysis of official profiles on the Facebook social network of 25 largest shopping centers in Poland. The research results presented in the article indicate a high frequency and variety of events as well as significant differences in the number of events organized between the studied centers.