Marketing i Rynek 01/2025

The development of the scent marketing proves that the modern customer evaluates products not only on their quality and price, but also takes into account the quality of the environment in which they are purchased. The use of scent at the point of sale can be an additional opportunity to influence customer purchase decisions. However, effective activity in this area requires extensive knowledge, an understanding of the limitations associated with scent marketing and constant tracking of the results of the latest research in this area. There are not many studies on this subject in the Polish literature. Therefore, the aim of this article became to present the benefits of using scent marketing and the limitations associated with the use of this sensory marketing tool. The method of analysis of the literature on the subject was used to achieve such a goal.

The purpose of this study was to analyse the importance of brand communities in marketing using bibliometric analysis. A complex search of the Scopus database was conducted on 30 September 2024, using the status as of 31 December 2023. In the bibliometric analysis, science mapping and performance indicators were applied. A total of 1,832 studies were published (47.6 studies per year) with the total number of citations of 56,017 (2,074.7 citations per year). Most of the publications were classified in "business, management and accounting". In the keyword analysis, 3,990 items were pointed. The most frequent keyword was "brand community", followed by "social media" and "social networks". Using the keyword co-occurrence map, 10 clusters were identified. The largest cluster relates to branding and co-branding in online brand communities in the context of consumer engagement and marketing strategies. Further clusters include brand–community and consumer–community relationships; user behaviour and content generation; economic, social, and psychological determinants of consumer and community behaviour as well as brand management in virtual communities.

The wedding services market was severely affected by the COVID-19 pandemic. The activities of caterers were restricted, so they were forced to cancel organized celebrations such as weddings. The stagnation in the wedding services market was also exacerbated by the outbreak of the armed conflict in Ukraine, but a decline in the number of new marriages had already been observed before these events occurred. The purpose of the article is to identify the main problems and challenges for wedding service providers in a stagnant environment, as well as to find an answer to the question: Is there a chance for the wedding service market to recover? To achieve the objectives, a literature study method was used and a survey was conducted using in-depth IDI interviews with 12 wedding services market experts. The results of the survey indicate that there is little chance of a revival in the wedding services market. According to respondents, the number of wedding receptions will continue to decline, as will their length, and some service providers will lose their jobs. Respondents acknowledged that the main problem they face in the wedding services market is that supply outweighs demand and there is a lot of (often unfair) competition involved. In order to stay in the market, service providers should take care of marketing, especially that conducted through social media.

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The aim of the article is to identify the impact of gender on the behaviour and perception of digital money (cryptocurrencies) at the digital money market, as well as to assess the level of financial awareness of cryptocurrencies by gender. In March 2023, a survey was conducted using an online questionnaire with 233 respondents. The results of the study showed that in the surveyed group of people of working age, gender is a determinant of behaviour and perception of digital money (cryptocurrencies), but not in the context of assessing the prospects for its development. It also turned out that among the respondents, the level of financial awareness of digital money in women is lower than that of men. The rationale for the undertaken research is the knowledge gap in this area. Digital money is perceived as the future for the market for money, and cryptocurrencies can have a significant impact on the shape of the entire financial system. Therefore, the public should be aware of what digital money is and what opportunities and risks it may present.