Journal of Marketing and Market Studies 09/2025

Modern technologies and digital media significantly transform the way young adults perceive marketing communication and make purchasing decisions. The aim of this study is to identify the importance of digital marketing communication channels and formats in shaping young adults’ attitudes and consumer behaviours towards extracurricular educational services. The research is based on a review of the relevant literature and an empirical survey conducted using an online questionnaire among secondary school students and university students. The non-random sample included 232 respondents. The findings indicate that social media are the key source of information about extracurricular educational services among young adults, while video and audiovisual content have the greatest impact on their attention and interest in educational offers. The effectiveness of online marketing activities was found to be moderate, yet dependent on respondents’ age and educational stage. Moreover, young consumers expect authentic, engaging, and personalized messages that clearly communicate the value of supplementary educational offers. The results may provide useful insights for educational institutions seeking to adapt their communication strategies to the dynamic expectations of the young generation of consumers.

The video game market, including e-sport, is an important element of mass culture and a dynamically developing industry of the creative culture sector, generating billions of dollars in revenue on the global market. The professionalization of e-sport and its growing popularity cannot remain indifferent to both managers of global corporations and local entrepreneurs, who increasingly see the benefits of cooperation with game developers, players, e-sport organizations or organizers of numerous e-sport tournaments. The aim of the article is to analyse e-sport and the video game market, with particular emphasis on the ways e-sports sponsor logos are displayed and their visibility among players and viewers of e-sports broadcasts. The considerations serve to verify the hypothesis that with the development of e-sports, the visibility of traditional and interactive e-sports sponsor logos displays increases. For the purposes of the article, literature studies and empirical research were conducted. The analysis shows that an increasing number of companies decide to financially or in-kind support teams, players and organizers of e-sport tournaments. This translates into growing sponsorship revenues. According to respondents, the most frequently noticed and effective ways to present a sponsor’s logo are by far the most frequently noticed and effective ways to present it are on players’ jerseys, displayed during e-sports tournaments, and advertised during a stream.

The article presents a comparison of the experiences of Polish users of two e-commerce platforms: the Polish Allegro and the Chinese Temu. The analysis examined user experience (UX) during the purchasing process, declared purchase intention, and the relationship between experience and purchase intention. A standardized User Experience Questionnaire (UEQ) was used to evaluate UX. The study showed that Allegro received higher scores on five out of the six UEQ scales, while Temu performed better on only one scale. Respondents using Allegro were also more likely to declare willingness to purchase. The data showed that higher UX scores are associated with purchase intention on a given platform, which can lead to increased conversion and provide a competitive advantage. As an e-commerce platform firmly rooted in the Polish market, Allegro is characterized by high recognition and higher results across most UX dimensions. However, new trends in e-commerce and changing expectations, especially among younger users, may require adaptation of design patterns on e-commerce platforms.

AI-based chatbots are increasingly being used by businesses. One potential use of this tool is in the complaint reporting and handling process. For the successful implementation of AI chatbots in complaint handling processes, it’s essential to understand customer opinions about this solution. This article aims to determine whether and how customer reactions and perceptions differ depending on whether an AI chatbot or a human-operated chatbot is used in the complaint handling process. An online experiment with a cross-group design was adopted as the research method. It was found that the type of interaction during the complaint submission process did not differentiate customer reactions or the level of satisfaction with their complaint needs. However, whether the customer interacted with an AI chatbot or a human significantly impacted the length of the interaction and perceived service satisfaction. Interactions with an AI chatbot were significantly shorter and associated with lower service satisfaction.