Journal of Marketing and Market Studies 12/2025

The aim of this study is to identify spontaneous associations with marketing among Generation Z students and compare them with traditional and modern definitions of marketing, in the context of the research problem, which is the discrepancy between the common perception of marketing and its modern orientations. The pilot study used the CAWI method and lexical core analysis in definitions spontaneously formulated by students, comparing the frequency of concepts related to traditional and modern concepts in groups of students with and without prior marketing education. The definitions were dominated by traditional associations related to products, promotion, and advertising, indicating that the common understanding of marketing among students is largely simplified and focused on the most recognizable activities, while modern concepts such as relationships, value, and sustainable development appeared sporadically. These associations are part of the more widely studied phenomenon of negative perceptions of marketing in society. The study is pilot in nature and does not provide statistical representativeness; however, it serves as an introduction to further intergenerational and international research. The results suggest a need to revise education programs, including an increased emphasis on the strategic, relational, and ethical aspects of marketing, balancing practical tools. The study provides new insights into the spontaneous associations of marketing among Generation Z and the impact of prior marketing education on these associations.

Online shops are an indispensable part of the economy, and knowing customer expectations is the key to success in e-commerce. The aim of this article is to identify the key determinants of the quality of online shop functioning from the perspective of Generation Z in Poland. The paper presents the results of a literature review and a survey conducted among representatives of this generation. The results indicate that the quality of online stores is determined to the greatest extent by: the quality of the product, including the raw material/material from which it is made, the price of the product, the competence of employees and their professional approach to work, personal data protection and a trusted payment system, SSL certificates, and product warranty. Understanding the expectations of Generation Z is key to success in the rapidly growing e-commerce market.

The video-on-demand (VOD) streaming industry is growing dynamically. To attract new users and retain existing subscribers, VOD providers must study and analyse consumer behaviour in the market, particularly by understanding the motivators behind purchase decisions. The aim of the article is to identify key reasons for and reasons against purchasing a subscription and to assess their impact on the purchasing behaviour of current and potential Disney+ users in the Polish market. To achieve this aim, the paper leans on the theoretical framework of Behavioural Reasoning Theory to conduct a quantitative empirical study. The results indicate that the most important reasons for subscription are the content library (especially productions from Disney, Pixar, Marvel and Star Wars), the possibility of account sharing, and the attractiveness of production trailers. Among the reasons against, the dominant factor is the use of competing VOD platforms. The analysis also reveals differences between current users and potential subscribers of Disney+ in their preferences for subscription types and their attitudes toward bundled offers from telecom providers. The findings suggest the need to strengthen the content library, exercise caution in restricting account sharing, and conduct further research on the perceived value of subscriptions in the Polish market. The article expands the understanding of consumer behaviour in the VOD segment, indicating practical directions for action, including for managers responsible for marketing VOD services.

The aim of the paper is to diagnose the organizational culture profile in a healthcare institution based on employees’ opinions and to identify discrepancies between the current and the preferred culture. The study was conducted using a quantitative method with the Organizational Culture Assessment Instrument (OCAI) based on Cameron and Quinn’s Competing Values Framework. The survey included the full population of 233 hospital employees, representing both clinical and non-clinical staff. The results indicate the dominance of a hierarchical culture and significant expectations regarding the strengthening of clan and adhocracy culture characteristics. The findings are descriptive and diagnostic in nature and allow for the identification of potential managerial challenges related to aligning organizational culture with employees’ expectations and the contemporary conditions of healthcare organizations.

Progressive digitalization has created a new consumer, forcing businesses to redefine their operations. Virtualization has undeniably accelerated consumer digitization, which is reflected in their behaviour. The aim of this study is to identify the characteristics of the digital consumer and trends in their behaviour in an era of increasing digitalization, as well as how businesses are responding to this. This article presents the profile of the digital consumer, digital solutions for e-consumers, and discusses trends in the behaviour of digitalized consumers globally and nationally, as well as businesses’ responses in this regard. Research shows that global consumers, compared to Polish consumers, are more open to digital shopping solutions. While these behavioural patterns are not identical, they are comparable. Both groups choose online shopping based on convenience, availability, better prices, and a wider selection of products. In addition to implementing digital solutions tailored to consumer preferences, companies should adopt a hybrid sales system, which appears to best meet the needs of the new, digitalized consumer. The study utilized a deductive method supported by descriptive analysis, content analysis, and numerical data analysis. The descriptive and content analysis, as well as the numerical data analysis, were based primarily on publicly available Polish and international reports on digitalization and related aspects. Furthermore, books, articles, and analysis of information published in the trade press and online were also used.