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Journal of Marketing and Market Studies 04/2021

ISBN: 1231-7853
Pages: 40
Publication date: 2021
Place publication: Warszawa
Binding: paperback
Format: A4
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DOI: 10.33226/1231-7853.2021.4.1
JEL: M31

Credibility of opinions published online depends on credibility of the site where these opinions can be found (e.g. webpage, chat, and forum) as well as the author (sender of message). Depending on who gives opinion, where it's placed and what it concerns, they can be perceived as more or less credible source of information. The main purpose of this article is to identify personal sources of information (eWOM senders) that are treated by consumers as credible opinion providers. The additional purpose is to examine both how customers (if at all) verify message and eWOM sender, and what they pay attention at. In order to achieve the assumed research objectives, 10 IDI's were conducted. Participants were purposively sampled from the panel of Internet users delivered by Mobile Institute (research agency) and with control of such variables as: gender, age, place of residence and purchasing activity in the Internet. It was found that perhaps it would be worth introducing the category of befriended expert to ewom's credibility studies.

Keywords: eWOM; credibility; qualitative study
DOI: 10.33226/1231-7853.2021.4.2
JEL: M30

In March 2020, most sports competitions in the world were suspended due to the COVID-19 pandemic. Fan demand for information about top athletes could not be fully satisfied traditionally, that is why social media have grown in popularity. This article aims to identify the factors that affect the engagement of sports fans on social media and is based on the example of Instagram. The number of likes, comments as well as the number of likes and comments divided by the number of followers (appropriate engagement rates), were taken into account as engagement indicators. The results clearly show what types of posts generated the most engagement.

Keywords: Instagram; social media; communication; athletes; sport; engagement; likes; comments
DOI: 10.33226/1231-7853.2021.4.3
JEL: : J21, M51, M54

Due to the COVID-19 pandemic, the problems of the home office work system are growing significantly. Research shows that after the pandemic outbreak in Poland, 67% of enterprises that had not previously used this form of work decided to use it. Considering the current situation, the mass remote work with a relatively low level of recognition of its consequences and conditions justifies scientific research on this method of work organization. The aim of the theoretical part of the article is to systematize knowledge about working in the home office system, while the aim of the empirical part is to diagnose the managers' attitudes of remote work. The conclusions were supported by the results of the survey research.

Keywords: work in the home office system; the labor market; the attitudes of the management staff
DOI: 10.33226/1231-7853.2021.4.4
JEL: M31

During the 20th century humanity moved from the information society to the knowledge society. Rapid development of the IT rearranged many economic branches, advancing the unique business models which were unattainable using the classical production factors such as land, labor and capital. As of today, one of the fastest growing markets is the video game industry. This article presents the worldwide development of the video game industry, business models produced by this market as well as consumers' preferences. The study presents the current state of the video game industry in Poland and globally and summarizes the perspective of future development using the blockchain technology.

Keywords: video games; business model; monetization of value; video game market
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