Religion, religiosity and migration background make small explanatory contributions to the evaluation of advertising in four relevant dimensions, but in the overall picture prove to be less significant than sociodemographic and psychographic criteria beyond religion and origin.
Doomscrolling is a label for compulsive consumption of bad news, that are saddening, disheartening and frustrating. Since measures on social distancing were introduced in 2020, many people found themselves lost and detached from physical reality. Many resorted to virtual spaces to find their second selves, some established their second life in metaverse.
The paper aims to present CSR activities in the Corona Time and internal stakeholders´ perception of these activities. Many of successful business would like to be more social responsible not only in usual time period, but during the crises, too. They would like to support and help the society. The paper introduces the Case Study of SKODA AUTO.
The rapid development of global business brings along a highly competitive environment among industries across cultures. Companies have been seeking ways to win customers over their rivals around the world, using technological development and know-how for their marketing. Communication tools and strategies to convince consumers…
Tradičné prístupy marketingového riadenia orientované na zákazníka boli od počiatku charakterizované…
Politický marketing je jednou z najmladších marketingových disciplín, ktorá sa primárne zaoberá marketingovou komunikáciou politických subjektov…
With the accent of information and communication technology tools of the 21st century, consumption has been under a strong influence of globalization processes, changing communication systems, and developing the spending power of both businesses and individuals. Because of an easy access to communication tools and information, the consumer spending power strengthens and their attitudes and opinions gain voice…
Various indicators of marketing communications efficiency and effectiveness have been already discussed several times in our journal. A lot of them are based on one unspoken assumption: the more the merrier. A greater number of visitors, viewers, and listeners of advertising and public relations, an ever-higher amount of people utilizing sales promotion, an increasing figure…
Marketingové problémy predmetu s názvom Etický hacking, ktorý je vyučovaný na Fakulte managementu Univerzity Komenského v Bratislave sú obsahom predkladaného príspevku. Východiskom je pochopenie aktuálnosti a potenciál inovatívnosti témy etického hackingu v súvislosti s prácou manažéra a následne priblíženie priebehu výučby tohto predmetu. Vzdelávanie študentov prebieha bezpečne pomocou systému…
This paper explores the role of consumer perception of self within a social setting and how it shapes marketing communication and advertisement strategy formation. The study reflects on current trends of social advertisements by examining traffic safety related messages of outdoor advertisement practices. Utilizing an alternative cross-disciplinary approach, it adopts psycholinguistic analytical tools for interpreting marketing communication strategies with respect to the consumer behavioral patterns.
