MARKETING INSTYTUCJI NAUKOWYCH I BADAWCZYCH,
eISSN 2353-8414, 2022, Vol. 46, Issue 4
Table of content:
- Areas of influence in influencer marketing. To what extent is the communication under brand control?
- Omnichannel environment – phenomena, processes and the directions of change
Bogdan Gregor, Beata Gotwald
- The use of content marketing on the websites of dairy companies
- Impact of the covid-19 pandemic on the activities and implementation of polish research institutes and their statutory activities in 2020–2021
- Reception of the marketing communication function in the light of enterprise research
Jan W. Wiktor
- The universities and business cooperation — a look from the caucasus countries
Devi Shonia, Dariusz M. Trzmielak
- The innovative potential of scientific and research units in the process of entrepreneurial discovery — examples from selected eu regions
Gabriel Bednarczyk, Dariusz M. Trzmielak
Areas of influence in influencer marketing. To what extent is the communication under brand control?
Department of Marketing, Faculty of Management, University of Łódź, ul. Matejki 22/26, 90-237 Łódź, Poland
The article discusses the issue of influencer marketing in the context of social, technological and individual changes that affect the effectiveness of marketing communications. Limitations resulting from consumer preferences, media fragmentation and information overload make it increasingly difficult for brands to build awareness and reach audiences. Influencer marketing is an area that is increasingly willing to be used in the communication mix, but also in this area, we observe a growing number of limitations, which are worth being aware of when planning activities in this area. The purpose of this paper is to identify the limitations arising from the use of algorithms by social media platforms that determine the layout and visibility of content in the feed. The author developed an overview of algorithm changes on the Instagram platform and reviewed the literature on this issue concerning the Instagram platform, which is indicated as the most frequently used by marketers for activities in the field of influencer marketing. Visibility restrictions due to algorithms affect not only brands but also influencers. However, influencers take a number of actions to recognise the rules imposed by algorithms, thus building greater visibility for their content. Additionally, they can support brands with their expert experience. Therefore, the choice of an influencer for cooperation should, in addition to essential parameters related to brand fit, consider the effectiveness of reaching new audiences through the skilful use of knowledge and experience in the changing rules of algorithms.
Gregor Bogdan, Beata Gotwald
Uniwersytet Łódzki, Wydział Zarządzania, Katedra Marketingu
Omnichannel as a concept was introduced to the business practice due to the development of multichannel actions and their integration. This paper aims to identify processes and phenomena occurring in an omnichannel environment in the past years (2020–2022) and their evaluation based on the literature. We used the literature review method, focusing mainly on two professional journals: Total Retail and Multichannel Merchant. Based on the literature studies, we can say that in the analysed period, the major issues discussed were the extension of customer experience and personalisation of contact, development of offered ways of delivery (including the curbside delivery or ‘dock and load’) and payment methods (including m-payments), the need for more frequent actualisation of POS solutions, changes in the way in which stock and supplier relations are managed, implementation of new technologies (such as headless e-commerce and Progressive Web Application [PWA]), development of contact-less shopping and further development of sustainable commerce.
Instytut Ekonomii i Finansów,
Szkoła Główna Gospodarstwa Wiejskiego w Warszawie,
This article’s aim is an attempt to identify the scope and ways of implementing content marketing on the websites of dairy companies. To achieve the stated objective, 15 dairy company websites were analysed using the content analysis method. It was observed that the companies surveyed use content marketing in different ways on their company websites, with the aim of distributing attractive content designed to persuade the customer to act accordingly. Companies are recognising the increasing role of content marketing and the opportunities for its implementation on the company website. However, there is great potential to intensify activities in this area.
Impact of the covid-19 pandemic on the activities and implementation of polish research institutes and their statutory activities in 2020–2021
Railway Research Institute IK , Chłopickiego 50, 04 -275 Warsaw , Poland
Renata Barcikowska; ORCID: 0000-0001-7132-1678
This is a research article whose main objective is to discuss the impact of the COVID-19 pandemic on the activities of research institutes in Poland. The sources of the paper are the results of surveys conducted twice in 2020, on a selected sample of research institutes associated with the Main Council of Research Institutes. For the purposes of the article, surveys of the literature and available sources were made, and the method of analysis and synthesis was applied. The article closes with a summary containing the most important conclusions.
Jan W. Wiktor
Department of Marketing, Cracow University of Economics, Cracow, Poland
The aim of the article is an attempt at empirical verification of the function of marketing communication. The objective formulated in this way aims to assess the content that companies attribute in their strategies to the basic functions of marketing communication. Thus, it defines an interesting problem of the reception of communication functions by enterprises in the practice of promotional activities. This assessment was made possible by empirical research on a sample of 103 companies. Their selection was random and quota-based with the use of controls due to the industry and the size of employment. The study employed open interviews based on the CATI methodology. The structure of the presented consideration is presented in Figure 1. The work consists of two parts. The first part considers the morphology of marketing communication. It focuses on the structure of the function of marketing communication, and it identifies its three major functions. The second part refers to the results of empirical research and presents its empirical assessment. It aims to identify the actual objectives of communication in the context of its informative function and the principles and value of communicated messages-the forms of persuasion and influence exerted on consumers as well as the role of communication as a company’s competitive strategy in the sector.
Devi Shonia1, Dariusz M. Trzmielak2*
1 Sokhumi State University, Tbilisi, Georgia
2 Management Faculty, University of Lodz
Historically, the Caucasus has always been the object of special interest of dominant international actors due to its favourable geographical location. Such interest continues today. Despite the difficulties in the region (internal conflicts, different economic and political environments), the Caucasus countries-Georgia, Armenia and Azerbaijan-are taking significant steps towards establishing close and solid relations with the European Union (EU), improving the economy, and improving politics. The purpose of this article is to analyse the elements of industry and science cooperation. The university and business cooperation is seen as a very complex field and an important component of the country’s innovative ecosystem which has long been the subject of research and analysis. The presented article provides for a study of the innovation ecosystem and its infrastructure in the countries of the Caucasus, and mechanisms for the development of the university and businessm cooperation (UBC) process, which is of particular importance for these countries, which are characterized by very low rates of innovation and competitiveness.
The innovative potential of scientific and research units in the process of entrepreneurial discovery — examples from selected eu regions
Gabriel Bednarczyk*, Dariusz M. Trzmielak*
University of Lodz, Faculty of Management, Department of Marketing
Trzmielak ORCID 0000-0002-4455-8845
Shonia ORCID 0000-0001-6474-4525
The entrepreneurial discovery process (EDP) is an element of the Research and Innovation Strategy for Smart Specialisation (RIS3) concept, which is the basis for activities carried out in European Union (EU) regions in the area of innovation policies. The process requires the creation of an institutional structure (cooperation network) that allows for coordinated and continuous cooperation between representatives of entities that create regional innovation systems. These include: authorities, scientific and research units, entrepreneurs and civil society. The purpose of this article is to present the role of scientific and research units in the cooperation network, as well as the possibility of using their innovation potential when conducting EDP. On the basis of market research in 10 regions, the authors identified practical examples of cooperation carried out in selected seven EU regions (partner regions participating in a project called Beyond EDP).