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Journal of Marketing and Market Studies 03/2022

ISBN: 1231-7853
Pages: 48
Publication date: 2022
Place publication: Warszawa
Binding: paperback
Format: A4
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DOI: 10.33226/1231-7853.2022.3.1
JEL: M3, M37

For many years, subliminal advertising has aroused a lot of controversy in the community of researchers dealing with this phenomenon. As it turned out that the results of the first study on the operation of subliminal advertising were probably falsified, there were doubts as to whether this form of advertising could be effective at all. A break through for this type of opinion was research on subliminal priming, which showed that the presentation of a subliminal stimulus can have an impact on the cognitive and affective system of a human. Over the past 20 years, an increase in interest in the effects of subliminal persuasion has been observed, which is reflected in the growing number of publications devoted to research on this phenomenon. It turns out that the effects of exposure to subliminal stimuli can be observed not only in relations to consumer behavior, but thanks to the methods used in research on the functioning of the brain, the action of such stimuli is also recorded at the level of changes in brain wave activity. The article reviews research on the effects of subliminal stimuli, the results of which can be used in marketing communication.

Keywords: subliminal advertising; subliminal priming; subliminal stimulus; subliminal persuasion
DOI: 10.33226/1231-7853.2022.3.2
JEL: M31

Textual Paralanguage (TPL) is widely used in marketing practice. However, there is no consensus on its effectiveness. Since mimicry is a good proxy for communication effectiveness, we set out to determine if TPL is in fact being mimicked (in spoken or written form: "hm," "aaaa," "lol" which are exemplars of the TPL), and consequently, whether TPL is an effective tool in marketing communication. In three studies, participants took part in interviews and were randomly assigned to two condition groups. In the experimental group, the experimenter incorporated elements of TPL in the conversation. The control group had no exposure to TPL. We used several measures of the tendency to mimic TPL. The experiments were run at a university in Poznań (Poland), at the turn of 2017 and 2018. We found that TPL, often used in marketing communication, was not mimicked at all, and thus may not be beneficial to the agent using it. The findings of this paper contradict the everyday practice of marketing communication. The results are consistent across all three experiments. In light of the reported experiments, people do not imitate TPL in communication, which may signify that the expected benefits are lacking.

Keywords: mimicry; imitation; written communication; textual paralanguage; emoji in marketing
DOI: 10.33226/1231-7853.2022.3.3
JEL: M31

Mobile communication technology has penetrated consumer markets around the world. Mobile marketing has the ability to have a certain influence on business activities, consumer behavior, as well as national and global markets. Therefore, it is of considerable value to identify the factors that influence the acceptance of mobile marketing. Based on a literature review and theoretical basis of the TAM model, this paper proposes an extended theoretical model to conduct the analysis. The study was conducted with 784 students in Vietnam and Poland. Structural equation modeling was conducted to determine that factors affecting mobile marketing adoption in Vietnam and Poland. In addition, a comparative test was performed to determine the impact of cultural differences. perceived of usefulness, information value, brand trust were key factors predicting positive attitude and purchase intention among both Vietnamese and Polish. Moreover, the results also found multiple cross-cultural differences — particularly in perceived of usefulness, information value, brand trust and privacy. The study provided some practical and informative insights from user perspectives for enterprises looking to enter the Vietnamese and Polish markets.

Keywords: consumer acceptance; mobile marketing; cross-cultural approach; Vietnam and Poland
DOI: 10.33226/1231-7853.2022.3.4
JEL: M31

This article aims to identify the potential for and scope of application of Business Process Management Suites (BPMS), including Robotic Process Automation (RPA), in Polish enterprises that sell on the Internet (e-commerce). The article addresses Business Process Management (BPM). RPA systems are described more thoroughly, with their origins, functionality and rationale for implementation in e-commerce enterprises elaborated in more detail. Author presents the results of quantitative research — CATI — conducted among Polish online sellers. The research was primarily concerned with the extent of use of management systems and automation of business processes. The collected data were subjected to statistical analysis in order to identify relationships between tested variables. The text closes with conclusions.

Keywords: robotic process automation; business process management; e-commerce; marketing
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