Journal of Marketing and Market Studies 02/2022

There is a growing interest in marketing communications on social media and word of mouth. More and more companies operate in an international context. However, cross-cultural research on the relationship between marketing communications on social media and electronic word-of-mouth (eWOM) is very scarce. By filling the research gap, the purpose of this study is to assess the influence of marketing communications on Facebook on eWOM in different countries. The results of content analysis of 1,040 Facebook posts show that 27% of the variance of eWOM is explained by the geographic market. This study allows a deeper understanding of marketing communication processes in the virtual environment and provides concreto guidelines on content having a positive influence on eWOM.

The aim of the article is to identify and evaluate the relationship between the quality of health services and the use of new technologies, with particular emphasis on robotic surgery and telemedicine during the COVID-19 pandemic. The article presents the characteristics of medical services and describes one of their most important parameters, i.e. quality. Innovative medical services, which are increasingly operating in health care, i.e. robotic surgery and telemedicine, have been analyzed. The possibility of development of these services in the near future was pointed out, especially in connection with the challenges arising from the COVID-19 pandemic.

The article aims to present, based on the psychological theories of consumer behaviour, the essence of a new reference price in a multichannel retail environment after lockdown due to SARS-CoV-2. Multichannel pricing is well explained in the literature; in this article authors wanted to present this issue in an actual context — they indicated the consequences in the area of price perception due to the unplanned and temporary elimination of the brick-andmortar stores. The forced customer migration to the online environment, caused by the lockdown, has current consequences for multichannel retailers as well as longterm consequences. Authors proposed a conceptual approach to the process of shaping a new reference price during the pandemic. Some practical and theoretical implications have been also provided.

The main aim of this paper is to present theoretical concept of Wagner's Law of Increasing State Activity (WL) in a broader context of his views on role of the state and subordinating economy to political and military goals of the state. In majority of research works published the area of his political views and influence on economic policy of the state is not presented. It is also important to notice that narrow analysis focused on comparison between economic growth and budgetary or governmental spending may not necessarily lead to concluding whether the WL is confirmed or not in particular countries. Some parts of public expenditure can be invisible and hard to count, like for instant tax exemptions and remissions. In order to demonstrate the complexity of the discussed issues and the ambiguity of conclusions drawn from the available data, this study uses descriptive statistics, which was accompanied by an analysis of less "conventional" literature describing the career and political views of Adolf Wagner, which so far has been largely omitted in studies focusing on attempts to verify actuality of these rather narrowly understood theses formulated over 140 years ago. Analysis of available statistical data and observations from the literature, presented in this paper, due to the increasing number and variety of publications falling within the discussed issue, is incomplete and requires further analysis.