Abstract:

This study explores the role of social media in shaping the attitudes of Chinese Generation Y and Z consumers toward organic food. Using a mixed-method approach, it combines a review of existing literature with a quantitative empirical survey conducted in 2022 among 1,012 Chinese users of popular social media platforms such as WeChat and Sina Weibo. The research investigates consumer perceptions of information shared via social media, the credibility of this information, and its impact on cognitive, emotional, and behavioral components of consumer attitudes. Additionally, the study examines the factors motivating or deterring organic food purchases and highlights generational differences in using social media as an information source. The findings emphasize the significant role of social media in promoting sustainable consumption practices in China and underline its potential as a vital tool in aligning consumer behavior with the country’s sustainable development goals. Directions for future research on social media’s influence on consumer attitudes and purchasing decisions are also proposed.

Abstract:

This study examines the areas of Internet-based mass communication (websites, social media) utilized by multi-level marketing (MLM) companies operating in Poland, using methods including literature review, descriptive analysis, and statistical analysis of primary data. Findings reveal that the most popular MLM websites in Poland are those of foreign-owned companies with over 16 years of operation, which attract more smartphone users, especially among younger firms with high mobile engagement. Average visit duration is around 4 minutes, with longer visits on established global sites, while about half of all visits result in a bounce. Most of the MLM websites examined have content in Polish, primarily featuring product information, company details, and contact information, alongside product and partnership options and required privacy policies. Social media presence is less significant, with Facebook being the most utilized platform, particularly by older firms; Polish-language profiles are rare on more time-intensive platforms like YouTube. Facebook holds the highest average user count, especially for firms operating for over 21 years. This study lays a foundation that may support the first formal classification of MLM enterprises in Poland and inform governmental policies on MLM regulation and PKD code identification. Despite the study’s limitations, the findings contribute a preliminary understanding of MLM companies’ online communication strategies in Poland, paving the way for future qualitative and quantitative research.

Abstract:

This study explores the role of video marketing in the communication strategies of Polish business universities as they navigate the competitive higher education market. The research examines the practices of five leading Polish business schools, benchmarking them against London Business School (LBS), a prominent European institution. Using qualitative methods, including literature reviews, case studies, and comparative analysis, the study identifies key elements of effective video marketing, such as campus presentations, interviews, event recordings, and promotional content. The findings may be useful for universities aiming to improve their operating strategies. The article also includes practical recommendations for measures to improve the effectiveness of marketing communication efforts within educational institutions.

Abstract:

The aim of the study was to determine the nature of the relationship between the reorganization of higher education institutions in Poland, including the quality of online class delivery during the COVID-19 pandemic, and student loyalty – using the Net Promoter Score (NPS). Given the sudden transition to online learning, HEIs faced challenges in delivering educational continuity, with varying degrees of success across institutions. The study was conducted on a sample of 2,832 Polish students. Using exploratory factor analysis (EFA), the main components were identified for various variables pertaining to the functioning, organization, and delivery of online classes, as well as for aspects associated with university operations during the COVID-19 pandemic. In terms of administrative and organizational support, as well as technical and didactic assistance during the pandemic, universities were rated relatively highly. However, respondents held a slightly less favorable view of the atmosphere and practical value of online classes. The lowest ratings were given to the offerings for professional and academic development. Our findings also indicate a higher satisfaction among female and part-time students, and a positive correlation between administrative efficiency and student loyalty. The analysis also reveals that first-year students and graduate-level participants displayed higher loyalty, while loyalty tended to decrease with the length of study. In the area of student loyalty, the analysis of NPS indicates that first-year undergraduate students and graduate students exhibit a higher level of loyalty – the NPS values were positive, although overall relatively low. Regarding the factors influencing loyalty, the strongest correlations with student loyalty were observed in the case of the administrative and organizational efficiency of the university and the technical and didactic support in remote education – higher correlation values were recorded for female students and part-time students. These findings highlight critical areas for HEIs to address in enhancing stu-dent satisfaction and loyalty in a rapidly changing educational environment.

Abstract:

Aesthetic medicine is a rapidly evolving field integrating knowledge from various medical specialties to enhance physical appearance, boost self-esteem, and improve quality of life. This study investigates patients’ satisfaction with innovative aesthetic medicine services in Poland, focusing on determinants influencing the selection and effectiveness of treatments. Utilizing data from 745 patients across large clinics and in-depth interviews with 20 physicians, the research evaluates popular procedures, post-treatment outcomes, and consumer loyalty using the Net Promoter Score (NPS) technique. Results indicate high satisfaction levels, with botulinum toxin type A and hyaluronic acid injections being the most favored treatments. Patients highlighted factors such as professionalism, technological innovation, and clinic environment as critical to their positive experiences. The findings underscore the importance of aligning service offerings with consumer expectations and leveraging advanced technologies to drive growth in the aesthetic medicine sector. Future research aims to expand the analysis to international markets, further exploring satisfaction determinants across diverse cultural and economic contexts.