MARKETING INSTYTUCJI NAUKOWYCH I BADAWCZYCH,
eISSN 2353-8414, 2023, Vol. 50, Issue 4
Table of content:
- Changes in the conditions of renting an apartment expected by students after the COVID-19 pandemic in relation to their activity in the labour market
Małgorzata Grzywińska-Rąpca, Mariola Grzybowska-Brzezińska, Marcin Janusz
- Techno-paranoia, techno-fear and narcissism as determinants of consumer trust in wearables
Bogdan Gregor, Emilian Gwiaździński
- Level and dynamics of selected measures of research and development activity in Poland
- Web analytics – the dominant problem of marketing automation and sales funnel
Cosmas Anayochukwu Nwankwo, MacDonald Kanyangale
- Young women’s attitude towards counterfeiting cosmetics: an empirical study
Hela Diouani, Khadidja Bechelaghem, Amel Graa
- Polish consumers’ attitudes towards ‘clean meat’
Magdalena Ankiel, Marta Łyko, Bogdan Pachołek
- Personal And Social Skills’ Impact On Marketing Effectiveness
Liza Mousli, Chafika Larras, Mehdi Bouchetara, Sabrina Iraten
Changes in the conditions of renting an apartment expected by students after the COVID-19 pandemic in relation to their activity in the labour market
Małgorzata Grzywińska-Rąpca1*, Mariola Grzybowska-Brzezińska2, Marcin Janusz3
1Uniwersytet Warmińsko-Mazurski w Olsztynie, Wydział Nauk Ekonomicznych, Katedra Rynku i Konsumpcji, Plac Cieszyński 1/429A, 10-719 Olsztyn
2Uniwersytet Warmińsko-Mazurski w Olsztynie, Wydział Nauk Ekonomicznych, Katedra Rynku i Konsumpcji, Plac Cieszyński 1/426, 10-719 Olsztyn
3Uniwersytet Warmińsko-Mazurski w Olsztynie, Wydział Nauk Ekonomicznych, Katedra Polityki Gospodarczej, ul. M. Oczapowskiego 4/105, 10-719 Olsztyn,
The article presents students’ expectations regarding changes in the housing market after the COVID-19 pandemic. The need to switch to remote teaching was very often associated with the need to change the place of residence or return to the family home of students. This was related, directly or indirectly, to their economic situation, which deteriorated due to the loss of their job or the need to change jobs. When preparing the research tool, the focus was therefore on the subjective expectations of students regarding rental conditions after the pandemic, regarding not only rental costs, but also changes in lease agreements. During the survey period, respondents were already studying remotely, so it can be assumed that they have already developed some strategies and tactics regarding the issues covered by the survey. The article aims to signal and illustrate with available data the diversity of expectations regarding fees and provisions in lease agreements, taking into account the demographic and economic characteristics of respondents. The aim of this study was not only to demonstrate the diversity of expectations of changes in residence, rental conditions, or the amount of fees caused by the pandemic, taking into account the employment and gender of the respondent, but also taking into account their activity in the labour market. The analysis of the relationship between the expectations declared by respondents and their demographic characteristics was carried out using a correlation analysis. The analysis made it possible to verify the research hypotheses on the existence of correlations between the respondents’ characteristics and their (1) assessments of changes in the place of residence, (2) expectations regarding provisions in rental contracts, and (3) changes in the level of housing fees caused by the pandemic situation.
Bogdan Gregor1, Emilian Gwiaździński2*
Uniwersytet Łódzki, Katedra Marketingu, Zakład Badań Marketingowych, ul. Jana Matejki 22/26, 90-237 Łódź, Poland
In the age of digital transformation and the transformation of traditional forms of communication between consumers and brands, wearables have successively become the next channel of contact after smartphones. On the basis of the literature review and an overview of the available devices of this type on the market, three categories of wearables have been identified: non-interfering (e.g. smart watches), indirect (protruding devices) applied to the body (e.g. smart tattoo, smart earrings) and interfering with the consumer’s body (e.g. subcutaneous chips, implants on organs inside the body or brain). The purpose of this paper was to assess the level of trust in wearables technology and its determinants, such as the respondent’s level of narcissism and fear of technology, using the constructs techno-paranoia and techno-fear among young respondents as examples. It turned out that out of the three tested predictors, only two of them turned out to be significant (techno-fear and techno-paranoia significantly (negatively) determine the level of trust). Techno-paranoia was significant for each of the three types of wearables technology, while techno-fear was only significant for non-invasive technologies.
Maria Curie-Skłodowska University in Lublin, Pl. M. Curie-Skłodowskiej 5, 20-031 Lublin, Poland
Research and development (R&D) activity is an important source of knowledge for innovative processes in business entities. In practice, this activity is accompanied by numerous dysfunctions that reduce the efficiency and universality of the functioning of the R&D sphere. One of them is random, intuitive management. The aim of the publication is to attempt to analyse the level and dynamics of selected measures of R&D activity, to assess the prevalence of this activity in Polish business entities and to propose directions for improvements in the management of the R&D sphere. The article was prepared using the following research methods: cognitive-critical analysis of selected literature on the subject to identify the research problem; descriptive-comparative method for the presentation of a research problem; statistical method to determine the percentage shares of selected measures; and the projection method to propose the concept of rational management of R&D&I activities.
The time range of the study covers the years 2018–2021. The subject scope concerns the level and dynamics of selected measures of R&D activity in Poland. The source of empirical data for the analysis of the phenomenon are publications of the Central Statistical Office. The analysis of the source material indicates a relatively low level of adopted measures of R&D activity and their dynamics on a national scale, and in the adopted cross-sections of analysis, as well as the random, intuitive nature of R&D management.
Wydział Zarządzania Uniwersytetu Łódzkiego, Jana Matejki 22/26, 90-237 Łódź
The purpose of the current article is to present the possibilities of using web and marketing analytics, in particular, the dominant marketing automation along with the sales funnel. The research question can be defined: how does the use of marketing automation support the impact on customers? The research method includes a review of the current literature, and a case study-the implementation of marketing automation and sales funnel additionally marketing analytics is included in the dashboard application. The illustration of this in-depth case study may indicate an understanding of the theory in a real setting. The research results present the defined web analytics, the stages of its evolution, along with the elements of inbound and outbound marketing In addition, the example of company X presents the metrics in the sales funnel included in the dashboard. How MA interacts with customers, market participants, is presented. Through the development of MA implementation and in-depth analytics, it was shown which inbound and outbound elements play an important role and allow analysis of metrics in the sales funnel. This is not a complete research for enterprise marketing because we can develop the problem: how marketing uses modern technologies in influencing market participants. In addition, it is worthwhile to conduct further research on the determinants and metrics in MA and sales funnel because, in its first stages, one builds relationships with customers and, in its later stages, one manages relationships with customers, where close relationships are established.
Hela Diouani1*, Khadidja Bechelaghem2, Amel Graa3 Department of Business Sciences, Djillali Liabes University, Sidi Bel Abbes (22000), Algeria
The present research aimed to pinpoint the factors shaping attitudes towards counterfeiting and how these attitudes influence the
intention to purchase counterfeit products. The work tries also to take a step back from previous research contributions, to develop
a model for understanding attitudes towards counterfeit products. To achieve this aim, a quantitative study was undertaken using
a questionnaire survey was administered to a sample of 250 women in Algeria. To assess our hypotheses, a structural equation
modelling (SEM) was employed. Findings showed that factors such as insensitivity to counterfeiting, economic considerations as
well as perceived risk directly impact the attitude towards counterfeiting
Magdalena Ankiel1*, Marta Łyko2, Bogdan Pachołek3
Uniwersytet Ekonomiczny w Poznaniu, Katedra Marketingu Produktu, al. Niepodległości 10, 61-875 Poznań, Poland
An understanding over potential consumers’ openness and need for a product, as well as their reservations and expectations, is essential for launching a new product, ‘clean meat’ not being an exception. Research has been conducted in terms of attitudes, perception, and reservations, but most often in forms of analysing declarations rather than actual observations of consumer behaviour. The aim of the study was to assess consumer attitudes towards ‘clean meat’, in particular acceptance, perception, barriers, and factors influencing attitudes towards ‘clean meat’. The study was voluntary, conducted using online survey and addressed to respondents up to the age of 55 years. The research sample consisted of 418 respondents, representing a diversified sociodemographic profile. The results of the survey showed that for many respondents meat was an important part of their diet and eaten frequently. A majority of the respondents were not aware of the meaning of the expression ‘clean meat’, though after a brief introduction to the product, a majority expressed being open to trying it. Availability, taste, and higher price were identified as the biggest barriers against trying ‘clean meat’, and potential of the invention, interest aroused, and its perceived benefit for the environment were the qualities most associated with this invention.
Liza Mousli1*, Chafika Larras2, Mehdi Bouchetara3, Sabrina Iraten4
1Independent Researcher, Tizi-Ouzou, 15000, Algeria
2–4Higher School of Management, Kolea, 42003 Tipaza, Algeria
This study examines the importance of emotional intelligence (EI) in marketing among professionals in the Algerian
telecommunications industry. EI plays a crucial role in building strong relationships, effective communication, and connectionbuilding, especially as technology and AI advance. However, there is limited research on EI in marketing professionals within telecommunications. Using a quantitative survey and regression analysis, the study finds a positive impact of EI dimensions on marketing effectiveness. These findings have implications for improving marketing team performance by implementing training programs that enhance EI skills. The study contributes to the scientific community by emphasising the significance of EI in marketing and encouraging further research.