Journal of Marketing and Market Studies 01/2024

The article reports empirical research. The aim of the study is to identify and evaluate the buying behaviour of silver singles that can be regarded as consumption virtualisation. The article consists of three parts: theoretical, methodological, and empirical. The first one explores the concept and essence of consumption virtualisation as a consumer trend. The methodological part discusses the conceptualisation of research and selection of the research sample. In the empirical part, based on the results of the author's own research, the focus is on: key determinants of online shopping done by single seniors, the respondents' behaviour consistent with shopping trends such as showrooming and webrooming, payment methods most often chosen by silver singles when they shop online, the most common reasons for the respondents using a mobile phone/smartphone while shopping at a brick and mortar shop, and reasons for shopping online and offline. The tool used to conduct the research was the author's original survey questionnaire. The research was conducted in two stages in 2018–2022. Single male seniors rate their involvement in consumption virtualisation higher than single senior women. It has been observed that the digital influence factor increases with monthly disposable income, yet it is not necessarily correlated with the respondent's place of residence. The most digitised age group is still that of young old singles; however, it is worth emphasising that digital tools are becoming more common among the oldest old seniors. Given the limited financial capacity, the study of consumer buying behaviour that could be qualified under various consumer trends was confined to a survey conducted in the biggest Polish cities.

The goal of this article is to determine the influence of intellectual capital (IC) with its components on the profitability of pharmaceutical and biotechnological companies listed on the Warsaw Stock Exchange. The time range of the study covers the years 2015–2021. Various research methods were used: descriptive analysis, desk research analysis, the A-VAIC method, descriptive statistics and panel model estimation. Time lag was applied to variables in panel models in order to verify whether IC affects the future profitability of enterprises. The findings confirmed the influence of IC on the profitability of assets and profitability of equity. Moreover, they revealed a varied influence of individual components of IC on the indicated measures describing the profitability. The study confirms that IC plays an important role in strengthening the profitability of pharmaceutical and biotechnological companies. As a result, it enables companies to achieve and maintain a sustainable competitive advantage, and thus shapes their market share. The results of this study should provide additional knowledge concerning the significance of IC in the context of its influence on the profitability of enterprises and interest a wide spectrum of people: scientists, management staff, representatives of supervisory institutions and market practitioners – investors and analysts.

As traditional advertising channels have been losing their importance due to consumer habits and market changes, marketers are beginning to see the value in sports, events, project partnerships, and sponsorship. Partnering with sports teams can be a successful part of a brand or company's communication. The challenge for the advertising channel in sports venues is how to best measure the benefits. Unfortunately, there is a lack of sponsorship performance measurement tools to assess the impact of a sports facility as an advertising channel. Specifically, this paper seeks to assess the value that a sports facility as an advertising channel can create, the criteria by which customers choose a sports facility, and the means by which the value created can be communicated to customers through marketing communications channels. In the research a questionnaire for sampling was developed by applying validated scales of value criteria of a sports facility as an advertising channel for the customer, and selection criteria of a sports facility as a channel for advertising and marketing communications. Through theoretical analysis, it was found that to attract customers, sports facilities must determine what value they can provide to the potential sponsor and what value the potential sponsor will appreciate. The results obtained during the research have been used to provide recommendations for communication that are supposed to increase the value of sports marketing.

In the paper the concept of sustainable fashion and related categories was recognized and the results of consumer research were presented. Empirical research allowed for preliminary identification of the following issues: the level of consumer knowledge about sustainable fashion and related categories; behaviours relating to clothes no longer worn; selected factors in the purchase of clothing by consumers as well as selected dimensions of clothing quality perceived by consumers, including those relating to the issue of sustainable fashion; consumer preferences regarding marketing messages containing content referring to sustainable fashion; declared future behaviour of clothing consumers – based on their opinions on the development scenarios of the clothing industry. The aim of the article is therefore to assess buyers' awareness of sustainable development and sustainable fashion as a value category, changes in buyer behaviour towards sustainable development and sustainable fashion, and to assess consumer needs regarding marketing communication from clothing companies towards sustainable development and sustainable fashion. For the purpose of the article a research was conducted via social media on a group of 276 respondents. The study results demonstrate limited interest among buyers in the issues of sustainable development, linked with a lack of emphasis on the implementation of that idea in marketing communication, which results in limited knowledge among buyers regarding sustainable development as a value category.

The article aims to show the different impacts of the ESG Doctrine on the economies of Poland and India. It also aims at filling a research gap regarding the comparison of India and Poland in terms of the ESG Doctrine's impact on their economies, with analysing the accessible data and measures of the World Bank and the European Commission's documents. The choice of the countries results from the author's interest in Asian countries, especially India, and from the author's nationality, making Poland a natural choice. The main research method is the analysis of available studies on the ESG Doctrine, its origins and the planned geoeconomic impact on the global economy, especially on Poland and India. The article uses qualitative research methods: of studying literature and legal acts, of analysis and synthesis, the descriptive method, and the deductive inference. In conclusion, Polish investors perceive the ESG Doctrine as a concern – as an idea stemming from restrictive environmental politics from the European Commission side rather than a business-wise one, so they are not eager to sacrifice their profits to ESG. In the case of India, the recent regulations of SEBI regarding BRSR ESG reporting may occur unfeasible. An important finding is that the United Nations with BlackRock, through open cooperation with the European Commission, can influence the effects of implementing the ESG Doctrine worldwide. The values of the article are in the analysis, synthesis and systematics of issues related to the effects of the ESG Doctrine on the economies of Poland and India.

Celem artykułu jest omówienie zróżnicowanego wpływu doktryny ESG na gospodarki Polski i Indii. Stanowi on również częściowe wypełnienie luki badawczej w zakresie porównań Indii i Polski w kategoriach wpływu doktryny ESG na gospodarki tych państw, wraz z analizą dostępnych danych oraz wskaźników Banku Światowego oraz dokumentów Komisji Europejskiej. Wybór tych państw wynika z jednej strony z zainteresowań autora krajami azjatyckimi, zwłaszcza Indiami, z drugiej zaś z jego narodowości, zgodnie z którą Polska stanowi naturalny wybór. Główną metodą badawczą jest analiza dostępnych opracowań dotyczących doktryny ESG, jej genezy oraz planowanego wpływu geoekonomicznego na gospodarkę światową, zwłaszcza Polski i Indii. W artykule wykorzystano jakościowe metody badawcze: metodę badania literatury i aktów prawnych, metodę analizy i syntezy, metodę opisową oraz wnioskowanie dedukcyjne. Z podsumowania wynika, że polscy inwestorzy postrzegają doktrynę ESG jako problem – jako ideę wynikającą z restrykcyjnej polityki środowiskowej Komisji Europejskiej, a nie z racji biznesowych, dlatego nie są oni skłonni do poświęcania swoich zysków na rzecz ESG. W przypadku Indii najnowsze regulacje SEBI dotyczące raportowania BRSR ESG mogą się okazać niewykonalne. Ważnym wnioskiem jest obserwacja, że ONZ wraz z Black- Rock, poprzez otwartą współpracę z Komisją Europejską, może wpływać na efekty wdrażania doktryny ESG na całym świecie. Atutami artykułu są analiza, synteza i systematyka zagadnień związanych z wpływem doktryny ESG na gospodarki Polski i Indii.