Journal of Marketing and Market Studies 06/2024

The article contains the results of a comparative analysis of the image of Poland and Poles in the context of the coverage of two crises by mainstream French press: the migration and refugee crisis that Poland faced in 2021 and 2022. The research was carried out by analysing the content of articles published in the French press, treating the media as a source of image of a country. The research proved that the image of Poland struggling with migration and refugee crises was created in two ways: through the political activities of the government and its subordinate institutions, and through grassroots actions of citizens operating in groups, also informal, activating civil society. The results of the comparative analysis confirm that public institutions and entities forming civil society shape the image of the state in a different way, influencing its reputation and the migration as well as refugees issues play an important role in creation of the country's image.

The growing trend of glamping, an experience that seamlessly combines the tranquillity of nature with luxury amenities, has witnessed increasing popularity over recent years. This study delves into the intricate interplay between the perceived values associated with glamping and the ensuing booking intentions of potential consumers. Leveraging Structural Equation Modelling (SEM), we conducted a systematic analysis of the relationships between various dimensions of perceived glamping value and their impact on booking intentions. Our findings highlight the pronounced significance of quality and hedonic values in shaping future booking decisions. On the contrary, economic value revealed an inverse relationship with booking intentions. These insights provide valuable guidance for both academia and industry practitioners, offering strategic directions for enhancing their offerings and marketing campaigns. This study pioneers new ground in the ever-changing realm of experiential tourism and emphasizes the need for ongoing research to refine our understanding, given the evolving nature of consumer perceptions and the dynamic glamping sector.

The article aims to present craftsmanship not just as a production that needs promotion tools but also as a marketing tool promoting the region, and in its framework – cultural and scientific institutions. The results of the activities of the Opolskie Voivodeship Office (Administrative Office), Self-government of the Opolskie Voivodeship, Museum of the Opole Village, Museum of Opole Silesia, Opole University of Technology and Opole University on the basis of the analysis of website content, as well as the results of In-Depth-Interviews conducted in 2023 among craftsmen producing Opole handicraft, were presented. The text emphasizes the influence of regional crafts on the perception of regional attractiveness, thereby contributing to regional development.

In recent years, there have been several significant transfers of footballers from the Polish Ekstraklasa, with an increasing number of young Polish players attaining values exceeding EUR 10 million. The sale of players assumes paramount importance for clubs' finances, frequently serving as a vital source of revenue, essential for maintaining competitiveness at the league hierarchy. The article aims to investigate the connection between a club's capacity to produce professional-level players and its ability to generate significant transfer revenues. Lech Poznań and Legia Warsaw have outperformed other clubs in terms of the number of players trained who competed at the top professional level worldwide in season 2021/2022, and also in terms of total transfer revenues in the period 2019–2022. The results confirm the significance of investing in the training of young players in football.

Increasing importance of digital marketing in the business operations raises the need for detailed and data-driven knowledge on the functioning and effectiveness of its various elements. The article analyses one of the most critical components of the user communication process on a landing page – the text or a message provided on a call to action (CTA) button. The research sample covers over 17,000 unique landing pages. The aim of the study was to determine to what extend the semantic type of messages on CTAs together with the length, impact the landing page conversion rate (CR). The results show that shorter and generative messages convert better, as compared to longer tunnel or informative messages. It was also shown that the use of benefit-driven language in communication via CTAs does not translate into increased CR by itself. These findings can serve as a guide for digital marketers who are in charge of designing landing pages, UX writers, and UX designers.