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Journal of Marketing and Market Studies 04/2024

ISSN: 1231-7853
Pages: 68
Publication date: 2024
Place publication: Warszawa
Binding: paperback
Format: A4
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DOI: 10.33226/1231-7853.2024.4.1
JEL: C55

User posts on social media platforms are a valuable source of marketing information, successfully used by many companies around the world. One of the key pieces of information is the age of the post authors. Entrepreneurs with this information can learn about the interests of individual generational groups and adjust their product offer, distribution channels or marketing activities to a specific audience. On the other hand, public institutions, central and local authorities can get to know the opinions and emotions caused by the decisions, changes or reforms introduced among representatives of various age groups. Authors of content posted on social networks often do not specify their date of birth, which significantly limits the possibility of their use. Linguistic research shows that representatives of different age of groups use different vocabulary and grammatical forms. The are also differentiated by graphic sings commonly used in statements on social networking sites, such as emoticons, emojis, pictograms and others. Graphic signs can only be a simple supplement or emphasize the verbal part, but they can also give it a new meaning. They can also stand alone as a whole statement. The aim of the presented research is to try to assess which type of message, verbal or non-verbal, is more common in Twitter messages and whether both types of message are compatible.

Keywords: X (Twitter); emoji; digital communication; verbal and nonverbal communication
DOI: 10.33226/1231-7853.2024.4.2
JEL: M14

The aim of the article is to evaluate the impact of an organization's social responsibility initiatives on consumer socially responsible behaviour. The article singles out and researches among consumers such organizational social responsibility initiatives as economic responsibility, ethical responsibility, ecological responsibility and philanthropic responsibility. Questionnaire survey was made using approved scales in scientific literature. A reliable study is being conducted with 339 Lithuanian adults as consumers. The regression results of the study showed that an organization's environmental initiatives are statistically significant and strongly related to consumer socially responsible behaviour, while an organization's economic, ethical or philanthropic responsibility initiatives are only partially related to consumer socially responsible behaviour. This study was limited to only a few other purchase motives that determine the consumers' behaviour in choosing socially responsible goods, such as price, quality, price-quality ratio, ecological evaluation. Developing further research could contribute to other purchase motives. Previous researches showed that the active socially responsible policies pursued by organizations have significant impact upon society. This research encloses that social responsibility initiatives are  less important and do not influence consumers’ decisions to behave in a socially responsible way. Thus, a company must first offer its customers a good value for money.

Keywords: organizational social responsibility; economic responsibility; ethical responsibility; ecological responsibility; philanthropic responsibility; consumer behaviour
DOI: 10.33226/1231-7853.2024.4.3
JEL: D12, D91, D19

Current trends in the market, growing popularity of discount stores, changing forms of marketing communication aimed at precisely reaching current and potential consumers, became the rationale for undertaking a study aimed at identifying and assessing which sources of information about current discount store promotions influence the interest of generation Z consumers, as well as comparing the way in which advertising magazines and the information they contain are perceived. An indirect interview technique CAWI (Computer-Assisted Web Interview) was used to collect data. The results of the survey conducted among generation Z consumers regarding perceptions of promotional brochures were varied. For generation Z consumers, promotional brochures are still a very important part of marketing activities among discount stores. The future of promotional newspapers is seen by generation Z as digital, due to quick access to information, apps or newspaper comparison sites. The environmental aspect is becoming increasingly important for this generation.

Keywords: consumer preferences; consumer behaviour; promotional brochure; generation Z; marketing materials
DOI: 10.33226/1231-7853.2024.4.4
JEL: M31

The purpose of this paper is to explore the phenomenon of consumer boycotts and the impact that the engagement of social media users – triggered by the highly socially appealing situation – has on their development, growth, and dynamics. The research has been conducted using the current armed conflict brought on by Russia's aggression against Ukraine as a case study. Within a more general theoretical structure, authors have used the Actor–Network Theory as a conceptual framework for understanding human behaviour in this specific context. In times of conflict, consumer boycotts can serve as a powerful tool for individuals to express their beliefs and, at the same time, exert pressure on corporate policies. The research involved analysing the content posted on Facebook, the platform most frequently used by Polish-speaking consumers, to gain insight into their perceptions and attitudes towards brands that, according to publicly available information, have not decided to stop doing business on the territory of Russia. The method used to analyse the content was sentiment analysis, which involves examining the language used in the posts to determine whether it expresses positive or negative emotions or opinions about an issue, and how customers feel about companies in this very specific situation.

Keywords: social media users engagement; consumer boycott; online boycotts; content analysis; sentiment analysis
DOI: 10.33226/1231-7853.2024.4.5
JEL: M53, I25, D83

Technological and social changes require the use of innovative solutions in the field of training systems using modern technologies in the area of developing employee competences. An example of such solutions are e-learning platforms such as MOOCs (Massive Open Online Courses), which are becoming more and more popular both among service providers as well as among users. The thematic diversity of training offered on MOOC e-learning platforms allows them to be widely used to develop the competences of employee teams and project teams, while minimizing the costs of acquiring them. The aim of this article is to present, based on case studies, the use of e-learning training on MOOC platforms to develop the competences of employee teams, including project teams. The success of e-learning platforms such as MOOC provided by the CBA or the platform PARP Academy, provided by the Polish Agency for Enterprise Development, which enable the development of employee competences understood as knowledge, skills and attitudes of the employee/personality traits of the employee, in various areas of socio-economic life, indicates the increasing role of this type of tools in the analysed area.

Keywords: e-learning; MOOC platforms; competencies
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