The evolution of the role of forms of marketing communication in influencing consumers’ shopping behavior (based on surveys in 1995–2018)

- Krystyna Mazurek-Łopacińska

The purpose of the article is to present the extent to which consumers use modern and traditional forms of marketing communication about the market offer, depending on the characteristics of these consumers, as wellas to recognize the attitudes and market behavior of consumers under the influence these forms ofcommunication, with particular emphasis on online advertising and social media. The basis of the analyzes are theresults of the own, nationwide, surveys carried out in 1995, 2001 and 2017/2018. The importance of online information sources in influencing consumer behavior has grown dynamically, but the role of reference groups asa source of information on offers is still relatively large. Despite the increase in critical attitudes towards advertising, it does not significantly reduce its effectiveness in influencing consumers, although the mechanismof this influence is changing, as the strength of the behavioral component of the attitudes studied, is greater compared to the emotional component. Moreover, according to the criterion of age and education, there are significant differences in attitudes and the use of online sources of information between consumer groups, butthese differences tend to decrease due to the growing rate of internet penetration. The generation Z’s susceptibility to advertising is relatively the greatest, not only in relation to ads broadcasted on the web, but also offline ads. Consumers from this generation are also more likely to engage in various types of social media activity in shaping the market offer.

Krystyna Mazurek-Łopacińska, Professor, The Wroclaw University of Economics and Business, Poland — Professor of Economic Sciences, Head of the Marketing Research Department of The Wroclaw Universityof Economics and Business (since 1994), Deputy Rector for Didactics at the WUE (in the years 2002–2005)and Head of the Marketing Institute (2011–2016). She served Her internships at the University of Lille, International Business School in Marseilleand at the Paris-Evry University. One of the leading Polish specialists in the sphere of marketing research and economics of consumption, as well as consumer marketbehavior. Her scientific and research interests concern marketing strategies, customer orientation in the enterprise, intercultural marketing communication, marketing in the culture sphere. Her scientific achievements include over 300 published items (monographies, textbooks and articles), among them are Herbooks concerning the Consumer Behavior which were awarded with the Prizes of the Minister of Higher Education: „Purchasers’ Behavior as the Basis of the Marketing Strategy”, Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu 1996 (Publishing House of the University of Economics in Wrocław), and „Purchasers’ Behavior and Its Marketing Consequences”, Polskie Wydawnictwo Ekonomiczne 2003 (PolishEconomics Publishing House). She is an editor and co-author of 16 monographies i Scientific Works dedicated to the methodology issue and implementation of the marketing research, as well as textbooks, the last one— „Marketing Research. Methods, Techniques and Areas of Application in The Modern Market” was published in 2016 by Polskie Wydawnictwo Naukowe (Polish Scientific Publishing House). She is a co-authorof the monography „Marketing in the Digital Technologies Era. Modern Conceptions and Challenges” published by PWN in 2018. A third-party examiner at the Nottingham Trent University (2007–2013) and theChairwoman of the Accreditation Commission of the Foundation for the Promotion and Accreditation of Economic Education (2005–2016). She is a member of the Committee on Organizational and ManagementSciences of the Polish Academy of Sciences (2015–2020). As a recognized expert she was a member of thePermanent Team of the National Science Centre (2012–2015). She also is a member of the Reseau des Paysdu Groupe de Vysegrad Association.

DOI: 10.2478/minib-2020-0030
Contact: krystyna.m.lopacinska @gmail.com
MINIB, 2020, Vol. 38, Issue 4

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