Journal of Marketing and Market Studies 06/2025

MNEs have great power and implement different strategies to influence the political environment where they operate. They have particular relations with relevant actors at various levels, generating certain political behaviour. In this article, the authors focus on how some firms utilize international organizations and business groups to advance their interests, advance governance, exert power, and contribute to ESG. The purpose of this research is first, to examine the geopolitical context of the MNEs' operations, and secondly, to analyse the firms' political strategies to promote ESG that they implement at a regional level, including companies in the green energy and pharmaceutical industries, and industry associations in the CEE region.

The aim of the article is to indicate what types of content marketing content are used by business environment institutions operating in the Kuyavian-Pomeranian Voivodeship when informing about their activities and implemented support instruments for entrepreneurs. To do this, a comparative analysis method was used – a comparison of the use of individual types of content marketing content by individual business environment institutions indicated as those supporting entrepreneurship in the research project "Location at the level of local governments of support instruments for SMEs operating on the basis of the multi-level regional management model (REGIOGMINA)" was made. The study showed that many of the listed content are not used by the indicated institutions, which affects the attractiveness and quality of the messages they shape. It is recommended to specialize the offer of products/services of individual IOBs at the local level, which in a broader perspective may contribute to increasing the number of types of content marketing content used as a tool for reaching new groups of recipients, potentially interested in the support instruments offered by individual business environment institutions in the regions.

Growing stakeholder pressure for corporate social and environmental responsibility (CSR) has made CSR communication ubiquitous. However, this has also increased the risk of greenwashing which is understood as misleading claims about genuine environmental commitment. This article aims to identify key indicators of greenwashing and CSR authenticity. Then it explores how a complementary analytical framework based on these indicators can be developed and structured to support a holistic assessment of the credibility of CSR communication. The article uses a systematic literature review and a conceptual synthesis of theories, typologies, and assessment models. It argues that CSR communication can be assessed using observable signals. Accordingly, two complementary analytical frameworks are presented. The first systematises the dimensions and indicators of greenwashing, while the second focuses on the dimensions and indicators of CSR authenticity. The proposed approach offers a basis for a tool for researchers, practitioners and regulators to evaluate CSR communications, promoting transparency and corporate responsibility critically.

The aim of the study is to assess the level of consumer acceptance and expectations towards an alternative currency as a local medium of exchange. The study was conducted among residents of the Podkarpackie Province in the context of the possibility of implementing a local currency as a medium of exchange in this region. The hypothesis was that the implementation of a local currency should stimulate the economic development of the region more strongly by reducing transaction costs. Unfortunately, a survey conducted on a random sample of 250 people showed low interest among respondents in the use of local currency in transactions. The survey also revealed a low level of knowledge about new technologies and concerns about the security of a system based on blockchain technology. The study identified potential benefits of the new form of settlement, as well as barriers that may hinder the implementation of alternative currency settlements as an alternative to traditional financial systems.

The article addresses the topic of local social policy build up on the social services system. It specifies the roles that non-governmental organizations play in modern social policy, especially at the level of local governments. It was established that non-governmental organizations can provide social services on behalf of local government authorities, can supplement the catalogue of already available services locally or can take over local government responsibilities in providing specific services to residents. The new principles of building partnerships between local government and non-governmental organizations in the field of joint action for the benefit of local communities were considered as particularly important.