Journal of Marketing and Market Studies 03/2024

This article discusses a rarely explored relationship in the global literature, which is the influence of selected factors on consumer activity in social media (usually the inverse relationship, that is the influence of social media on consumer behaviour, is studied). This article has an empirical character and is based on the results of original research. The main objective of this study is to determine the significance and strength of the influence of three selected factors: status, sources of knowledge, and brand loyalty on the level of user activity related to photographic equipment in social media. This article presents the results of survey research conducted in 2023 among 399 users of photographic equipment, which were analysed by dividing them into two groups: amateurs and professionals. Regression analysis using Poisson log-linear regression was used to investigate the relationships. The analyses conducted indicate that professional photographers exhibit higher levels of activity on social media than amateurs. Furthermore, knowledge about photographic equipment obtained from the internet, especially from social media, is not a significant factor stimulating high activity in these media. On the other hand, brand loyalty translates into high social media activity, but only in the amateur group. The conclusions drawn from this research can be extremely useful for businesses seeking to build relationships with their customers, encouraging them to become more engaged as prosumers, brand ambassadors, opinion leaders, or microinfluencers.

Rapid technological advancements, accelerated by the COVID-19 pandemic, have made the e-learning experience a crucial aspect of the value proposition provided by higher education institutions to their students. However, general perception of the e-learning experience may be influenced by the characteristics of the students. This study specifically addresses one such critical characteristic: the individual learning style. The main research question of this study examines how individual learning styles might affect students' perceptions of e-learning experiences, with focus on their reported stress levels, feelings of overflow, and overall satisfaction with e-learning. A survey was conducted with a sample of 532 students to investigate these dynamics. The study utilized k-means cluster analysis to segment respondents based on their preferred learning styles and employed ANOVA with the Bonferroni post-hoc test to identify differences between the resulting clusters. The findings reveal that students with deep and strategic learning styles reported significantly lower levels of stress and overflow during the pandemic, compared to their peers with a surface learning style. Additionally, they expressed greater satisfaction with their e-learning experience. These insights indicate that online learning is best utilized as a supplement to traditional face-to-face instruction, as exclusive reliance on online modalities may increase stress and overflow for many students.

The phenomenon of quiet quitting is one of the key challenges in the area of human capital management. It is closely associated with a decline in employees' professional commitment, which in turn translates into a decrease in productivity and efficiency at work. The article is conceptual in nature. Its purpose is to systematize knowledge on quiet quitting and to develop recommendations for management practitioners. The following research problem was formulated: what is the essence of the phenomenon of quiet quitting and what are its causes, manifestations and potential effects in the studies of representatives of social sciences? This problem was solved using the method of narrative literature review. The article includes a review of the definition of quiet quitting with particular attention to the divergence of approaches to the essence and causes of this phenomenon, an analysis of psychological and economic concepts explaining the genesis of quiet quitting, as well as the relationship between quiet quitting and demographic variables – age and gender of employees. The theme of the relationship between quiet quitting of employees and the crisis of organizational leadership, which is an important subject of research in the field of management and quality sciences, is also addressed.

Packaging is a tool for effective communication with consumers and a way to influence consumer purchasing decisions. The coherence of the visual elements of the packaging, which is an important factor determining the choice of a given product, increases the chance of consumers making a purchase. Additionally, each element of the packaging, also called the mark of the visual layer of the packaging, provides the consumer with specific information, so the packaging is treated as an important carrier of encoded market messages. As a result, packaging that supports communication could significantly influence the consumer's choice of product. Packaging is also a tool of integrated marketing, and its task is to create the desired image of the product that will make the consumer decide to purchase it. Special examples of packaging that play an important role in market communication are packaging with holiday graphics: Easter and Christmas. The aim of the work is to analyse selected elements of the visual layer of packaging using eye-tracking methods, based on the verification of the level of consumer attention on packaging with classic and holiday graphics. The eye-tracking method allows to indicate which packaging arouses the greatest interest and is noticed most quickly by the consumer and allows to identify the areas that the examined person looks at. The added value of the method is the ability to verify the obtained test results with the declarations of the respondents.

Technological progress or widespread access to the Internet have contributed to the fact that consumers are making more and more purchases online. This phenomenon has been further exacerbated by the COVID-19 pandemic. Nevertheless, it seems that there is still a long-held opinion that senior consumers simply do not find their place in the virtual space. It can also be assumed that seniors make decisions much more carefully about purchasing goods online, unlike young consumers, because they have concerns, for example about the safety of such purchases. Even though Polish society is aging and life expectancy is constantly increasing, more and more seniors are considered modern consumers and therefore benefit from various innovations. The aim of the article is to present what elements of perceived risk are noticed by seniors when purchasing various goods in e-shops, which of the concerns presented refer to the older segment of consumers rather than to younger groups, as well as to identify important elements to which seniors pay attention when purchasing goods online. The considerations in this study are based on secondary sources, databases of the Central Statistical Office, and logical inference methods were used. The presented conclusions may be useful for commercial enterprises selling various goods online, because they will be able to eliminate seniors' fears of buying goods online by introducing specific actions. These conclusions may also constitute an impetus for research on the purchasing behaviour of senior consumers on the Internet.