Journal of Marketing and Market Studies 07/2023

The aim of the paper is to discuss the ability of large scale retail chains operating in the Polish market to incorporate in their marketing strategies responses to global civilizational, technological, consumer or energy challenges. According to the author, top management of retail chains are able to skillfully adapt their strategies to new civilizational and technological challenges. In doing so, they are becoming leaders of new trends that determine consumer behaviour patterns with regard to healthy diet. As socially responsible entities, foreign large scale retail chains can also play a major role in environmental education of Polish consumers and in promoting energy efficiency because of the scale of their operations in the Polish market and their market reach. Their strategies can also make a positive contribution to deglobalisation by initiating cooperation with local producers of traditional products, however, the process will require a change in the previous business philosophy. This article relies on the findings of the author's qualitative research conducted in 2021 and 2022 using in-depth expert interviews with managers of leading FMCG chains and in-depth interviews with metropolitan households who shop at large retail chains. 

This article contains an assessment of the extent to which the needs realized in leisure by Polish consumers are met, compared to the period before the COVID-19 pandemic. It was written using secondary information on the issues discussed and primary information obtained during a survey conducted in November 2022, using the online survey technique, on a nationwide sample of 1,100 adult Poles. The research shows that the respondents' needs related to recreation, participation in culture, physical activity, the possibility of spending time with friends are satisfied to an average degree, and a high degree the needs related to the possibility of spending time with family are satisfied. Compared to the period before the pandemic, the degree of satisfaction of leisure needs remained at the same level.

We are both witnesses and participants of the changes brought about by modern information technologies. They bring changes not only to our ways of communicating, but also to our perception of the world around us, including the assessment of events taking place in it. The aim of the publication is to identify the main directions of changes in the measurement of marketing performance in the context of two key concepts, i.e. offline marketing and online marketing. In view of the dissemination of new technologies, and in fact the displacement of old communication and sales channels by these technologies, it should be assumed that this trend will lead to the replacement of old indicators for measuring marketing performance by new ones, derived from new technologies. However, the mere change of marketing performance measurement indicators has a deeper meaning, as it reflects a change in the essence of marketing performance evaluations. Observing the behavior of buyers in the search for information about the product and the purchases themselves, it can be assumed that this change will lead to a reduction in the importance of the so-called mental metrics (indicators) in the assessment of marketing performance, because marketing activity is moving to the space where the approach based on network behaviors dominates. Measurements based on "clicks" offer many benefits, but above all reflect a different philosophy of performance measurement. The usefulness of many previously defined categories of marketing performance indicators is changing and will depend on the development of methods for measuring them in networks.

The paper addresses the importance of activities carried out by organisations as part of the internal dimension of corporate social responsibility (CSR) to employees' perceptions of the attractiveness of their employer, that is, the internal dimension of the employer brand (EB). This theme addresses the research gap identified during the literature analysis on the rarely addressed internal dimensions of CSR and EB. This review article attempts to identify the benefits of having an internal image of a responsible employer emerging at the level of employee attitudes and behaviour and the organisation as a whole. The article uses the method of critical review and analysis of the literature concerning the topics of the internal dimension of corporate social responsibility and employer image. The study offers a systematic review of the concepts related to the effects of CSR and EB directed at the internal stakeholders of organisations.

This paper aims to determine whether there is an association between gender and mobile shopping buying behavior both during and post-COVID-19 period. Three types of categorical variables were defined: the installation of mobile shopping apps before the pandemic, the use of mobile shopping apps before the pandemic, and the decision to stop using mobile shopping apps after the pandemic. In a pilot study, the population only included Polish respondents. The field survey method was applied to collect the primary data. In April 2021, the survey was launched via social media. Primary data were collected from 102 respondents. The nonparametric statistical method was selected as a suitable analytical technique and the chi-square test of independence was used to test the hypotheses. According to the pilot study, gender does not influence installation of mobile shopping apps before the pandemic, the use of mobile shopping apps before the pandemic, or the intention to stop using mobile shopping apps after the COVID-19 period. The findings are significant for mobile shopping application developers, modern trades, and business decision-makers in the Polish market. Meanwhile, the applied research methodology is most relevant for future similar kinds of research studies.

Celem artykułu jest ustalenie, czy istnieje związek między płcią a zachowaniami związanymi z zakupami mobilnymi podczas COVID-19 i okresie postcovidowym. Zdefiniowano trzy rodzaje zmiennych zależnych: instalacja aplikacji do zakupów mobilnych przed pandemią, korzystanie z aplikacji do zakupów mobilnych przed pandemią oraz pomysł zaprzestania korzystania z aplikacji do zakupów mobilnych po pandemii. Populację w badaniu pilotażowym stanowili polscy respondenci. Badanie ankietowe zostało uruchomione za pośrednictwem mediów społecznościowych w kwietniu 2021 r. Dane pierwotne zostały zebrane od 102 respondentów. Jako technikę analityczną zastosowano nieparametryczną metodę statystyczną, wykorzystując test niezależności chi-kwadrat do sprawdzenia hipotez badawczych. Badanie pilotażowe wykazało, że nie było istotnego związku między płcią a instalowaniem mobilnych aplikacji zakupowych przed pandemią, między płcią a korzystaniem z aplikacji do zakupów mobilnych przed pandemią, oraz między płcią a decyzją o zaprzestaniu korzystania z aplikacji do zakupów mobilnych po pandemii. Wyniki są istotne dla twórców aplikacji do zakupów mobilnych, nowoczesnych branż i decydentów biznesowych na polskim rynku, a zastosowana metodologia badań jest odpowiednia dla prowadzenia analogicznych badań naukowych w przyszłości.