The article deals with the problem of researching consumer  behaviour in a crisis. Each crisis, especially a global one, causes several negative and positive consequences in the macroenvironment, in the micro-environment of enterprises, and the  behaviour of households and individual customers. The issue of researching consumer  behaviour in crisis is important because the world is internationalized, and numerous tensions threaten further crises. To achieve the goal, the focus was on identifying various problems of consumer  behaviour research in crisis: terminological, methodical, and empirical. The article considers terminological issues: the concept of crisis, the impact of the crisis on consumer  behaviour, and the planes and components of consumer  behaviour research in crisis. In the methodological aspect, the issues of selection of methodological paths, research methods, and methodological integration are considered. Empirical issues were related to the description of the current reaction of consumer  behaviour to the crisis and its future effects. The conclusions present original recommendations in the field of consumer  behaviour research in a crisis.

The issue of publication revolves around the question of the effectiveness of native advertising and the social orientation of this form of marketing. The aim of the article is to profoundly review the definitions of native advertising, to compile its performance measures and to evaluate effectiveness in the light of social marketing assumptions. The text presents a critical analysis of the literature on the subject. It has been shown that striving to increase the effectiveness of native advertising can take place at the expense of socially responsible promotion and communication with the customer. Focusing solely on the effectiveness of native advertising, omitting social issues, shapes the negative attitudes of recipients towards this promotion tool and causes a loss of trust in the manufacturer and the brand. The use of native advertising should include a clear marking of the message, so that the recipients clearly distinguish the commercial message from other content published in the medium.