scholarly journals The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image

Energies ◽  
2021 ◽  
Vol 14 (14) ◽  
pp. 4177
Author(s):  
Agnieszka Izabela Baruk ◽  
Grzegorz Wesołowski
Keyword(s):  
World Literature ◽  
Statistical Tests ◽  
Empirical Studies ◽  
Communication Channels ◽  
Primary Data ◽  
Survey Method ◽  
Marketing Communication ◽  
Chi Square ◽  
The Impact

The aim of this article was to determine the significance of modern marketing communication channels used in the process of shaping the external image of an enterprise as an employer. An analysis of the world literature on marketing, management, marketing communication and human resource management was used to prepare the theoretical part. The results of the analysis indicate a cognitive and research gap regarding the use of modern communication channels for building the external image of an enterprise in the role of an employer. In order to reduce the gap, empirical studies were conducted among young Polish potential employees, in which the survey method was used to gather primary data. The collected data were subjected to statistical analysis, during which the following methods and statistical tests were applied: the analysis of average values, exploratory factor analysis, Kruskal–Wallis test (KW), Pearson chi-square independence test and V-Cramer coefficient analysis. The results of the analyses conducted indicate, inter alia, that statistically significant diversity was identified in the case of non-professional media in terms of respondents’ opinions on whether the employer’s image created by modern media is better than the employer’s image created on the basis of classical marketing communication channels. In the case of professional and non-professional media, the age of the respondents was not a differentiating feature. Moreover, neither for professional media nor for non-professional media were statistically significant dependencies identified between respondents’ opinions on the impact of actions undertaken by enterprises on shaping their positive external image as an employer and respondents’ opinions on whether the employer’s image created on the basis of modern marketing communication channels is more beneficial than the employer’s image created on the basis of classical marketing communication channels. The results obtained on the basis of the research have a cognitive and applicability value, characterized by originality. Until now, the importance of using modern marketing communication channels in shaping the employer’s external image has not been analysed. This also applies to enterprises operating on the energy market.

scholarly journals Relationships between Final Purchasers and Offerors in the Context of Their Perception by Final Purchasers

Energies ◽  
2021 ◽  
Vol 14 (11) ◽  
pp. 3271
Author(s):  
Agnieszka Izabela Baruk
Keyword(s):  
Factor Analysis ◽  
Statistical Analysis ◽  
World Literature ◽  
Empirical Studies ◽  
Primary Data ◽  
Survey Method ◽  
Chi Square ◽  
Marketing Process ◽  
Research Gap

The aim of this article was to identify the role of good mutual relationships with offerors for final purchasers, as well as define the meaning of the perception of offerors in the scope of listening to purchasers’ opinions and profiting from purchasers’ readiness to cooperate for the specificities of the prosumeric activity. A deep analysis of the world literature was used to prepare the theoretical part of this paper. The results of this analysis confirm the existing cognitive gap and research gap regarding mentioned aspects, including energy market. Empirical studies were conducted to reduce identified gaps. The survey method was used to collect primary data. The collected data were subjected to quantitative analysis, during which statistical analysis methods and tests were applied (Pearson chi-square independence test, V-Cramer factor analysis, Kruskal–Wallis test (KW), and exploratory factor analysis). The results of the statistical analysis and testing allowed the three research hypotheses formulated to be checked. Between the significance of good relationships with offerors and their perception, a statistically significant dependence was identified for all groups of offerors. The perception of offerors was a feature differentiating respondents’ opinions about the significance of good relationships with offerors for the two following groups: producers and traders. Additionally, the perception of offerors was a feature differentiating forms of prosumeric activity of respondents only for three interpurchase behaviors. The results obtained have a visible cognitive and applicability value. They contribute to the theory of marketing, as well as possibly facilitating the formation of good mutual relationships between offerors (including offerors of energy) and final purchasers as key partners cooperating with offerors in the marketing process. The approach presented in this paper has not been studied and analyzed so far, either in theoretical or in practical terms. This fact confirms its originality and value.

scholarly journals Cooperation between Final Purchasers and Offerors in the Online and Offline Environments vs. the Benefits Derived by Active Purchasers

2020 ◽  
Vol 12 (24) ◽  
pp. 10462
Author(s):  
Agnieszka Izabela Baruk ◽  
Mateusz Grzesiak
Keyword(s):  
Statistical Analysis ◽  
Social Development ◽  
Personal Development ◽  
World Literature ◽  
Statistical Tests ◽  
Empirical Studies ◽  
Primary Data ◽  
Survey Method ◽  
Average Score ◽  
Expected Benefits

The purpose of article is to identify opinions on the preferred environment of cooperation between final purchasers and offerors, and to determine the benefits that the purchaser may derive from this cooperation depending on the environment in which the cooperation takes place. To prepare the theoretical part of the article, cognitive-critical analysis of the world literature on marketing, market behavior, and management was used. The results of this analysis indicate a cognitive and research gap in the area of considerations about the environment of cooperation between final purchasers and offerors and the importance of this environment in relation to the expected benefits. In order to reduce the identified gaps, empirical studies were conducted among Polish adult representatives of final purchasers, in which the survey method was used to collect primary data. The primary data collected was subjected to statistical analysis using various methods (average score analysis, exploratory factor analysis, cluster analysis) and statistical tests (e.g., the Kruskal–Wallis test). The results of the statistical analysis made it possible to verify the formulated research hypotheses. It was found, inter alia, that the majority of respondents considered offline and online environments to be equally useful for cooperation between final purchasers and offerors. More than half of the respondents appreciated benefits related to personal development (through gaining new knowledge, skills, and experience), social development (through building relationships with other people), and creating offers better suited to purchaser expectations due to influencing their shape. The preferred environment of cooperation with offerors was a feature differentiating opinions on the benefits of the following: Personal development, social development, and the possibility of obtaining an offer that better meets the expectations of purchasers. This feature did not differentiate benefits related to psychological development and material benefits. Conclusions drawn from the research have a high cognitive value (increasing knowledge about the behavior of active purchasers) and practical value (helping managers to create conditions favorable for cooperation between offerors and final purchasers).

The effect of innovative food products on shaping the image of their offerors

2020 ◽  
Vol 35 (1) ◽  
pp. 1-23
Author(s):  
Agnieszka Izabela Baruk ◽  
Sebastian Białoskurski
Keyword(s):  
Innovation Management ◽  
Statistical Tests ◽  
Empirical Studies ◽  
Food Product ◽  
Food Products ◽  
Primary Data ◽  
Content Type ◽  
The Impact ◽  
Market Success

PurposeThe main purpose of this article is to determine the significance of selected reasons for the market success of a new food product depending on the perception of the offeror.Design/methodology/approachA cognitive-critical analysis of the literature on marketing, innovation management and image management were used to prepare the theoretical section. The results of the analysis indicate a cognitive and research gap regarding the role of innovative food products in creating their offerors' image. In order to reduce the gap, empirical studies were conducted on a sample of young Polish consumers, in which a questionnaire was used to gather primary data. The data were subjected to statistical analysis using the following methods and statistical tests: exploratory factor analysis, Kruskal–Wallis test, Pearson chi-square independence test and V-Cramer coefficient analysis.FindingsThe results of the analysis conducted indicated, inter alia, that there are no statistically significant dependencies between opinions on the importance of individual components to achieve market success by a new food product (NFP), and on the relationship between the perception of the NFP and the image of the offeror. Opinions on the impact of an offeror's image on the perception of an NFP are a feature that differentiates the factors indicating the success of NFPs in the case of three variables only.Originality/valueThe results obtained from the research have a cognitive and applicability value, characterized by originality. Until now, the role of innovative food products in creating their offerors' image has not been analyzed.

Co-creation of a food marketing offer by final purchasers in the context of their lifestyles

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Agnieszka Izabela Baruk
Keyword(s):  
Statistical Analysis ◽  
World Literature ◽  
Empirical Studies ◽  
Food Marketing ◽  
Primary Data ◽  
Chi Square ◽  
Content Type ◽  
Product Service ◽  
And Cluster Analysis ◽  
A Company

PurposeThis article is theoretical and empirical in nature. Its purpose is to determine whether a lifestyle resulting from a particular personality type is significant for elements of a food marketing offer, which final purchasers would like to co-create with offerors.Design/methodology/approachA cognitive-critical analysis of the world literature on the subject was used to prepare the theoretical section. The results of the analysis indicate a cognitive and research gap in analyzing the above aspects. In order to reduce the gap, empirical studies were conducted in which a questionnaire was used to gather primary data. The data were subjected to quantitative analysis using statistical analysis including exploratory factor analysis, Pearson chi-square independence test, V-Cramer coefficient analysis, Kruskal–Wallis test and cluster analysis.FindingsThe results of the statistical analysis allowed three research hypotheses to be verified. It was found that there is dependence between respondents' lifestyles and elements of a marketing offer which they would like to co-create with offerors. It was also found that a lifestyle is a feature differentiating both material and non-material elements of a marketing offer which respondents would like to co-create with offerors. Such dependence was identified for, respectively, a material product, service and brand, regardless of whether these considered a company or a product. Thus, research hypotheses were proved to be valid for respondents.Research limitations/implicationsThe results obtained from the research have a cognitive and applicability value. They contribute to the theory, including marketing and customer behavior. They can also facilitate the shaping of good mutual relationships between offerors and final purchasers as important partners cooperating in the process of creating marketing values.Originality/valueThe originality of the approach presented is confirmed by the fact that until now elements of a marketing offer which purchasers would like to co-create with offerors have not been analyzed in the context of a lifestyle either in theory or in practice.

scholarly journals Prosumers’ Needs Satisfied Due to Cooperation with Offerors in the Context of Attitudes toward Such Cooperation

Energies ◽  
2021 ◽  
Vol 14 (22) ◽  
pp. 7821
Author(s):  
Agnieszka Izabela Baruk
Keyword(s):  
Statistical Analysis ◽  
World Literature ◽  
Empirical Studies ◽  
Statistical Testing ◽  
Primary Data ◽  
Online Questionnaire ◽  
Chi Square ◽  
Contingency Coefficient ◽  
And Behavior ◽  
Willingness To Cooperate

The purpose of this article is to determine final purchasers’ needs satisfied due to cooperation with offerors and the dependencies between these needs and previous behaviors and attitudes toward this cooperation. The results of the world literature analysis indicate a cognitive and research gap regarding the aspects mentioned. In order to reduce the gap, empirical studies were conducted, in which an online questionnaire was used to gather primary data. The research was implemented in the second half of 2020 among 1150 respondents representing Polish adult final purchasers. The data were subjected to quantitative analysis using statistical analysis and statistical testing, including exploratory factor analysis, cluster analysis, Pearson chi-square independence test, V-Cramer contingency coefficient analysis, and Kruskal–Wallis test. The results of the statistical analysis made it possible to verify six research hypotheses. Dependencies were found between needs satisfied due to cooperation with offerors and the following aspects: (1) purchasers’ previous participation in cooperation with offerors, (2) purchasers’ willingness to cooperate with offerors, and (3) the assessment of contemporary purchasers’ readiness to cooperate with offerors. Willingness to cooperate with offerors differentiated all eleven needs satisfied due to cooperation with offerors analyzed in this study. Two other variables differentiated only a few of the needs analyzed. The results obtained from the research have a cognitive and applicability value. They contribute to theory of marketing and market behavior. They can also facilitate establishing and strengthening cooperation between offerors and final purchasers as important partners cooperating in the process of creating a marketing offer. This effect is very important in the case of shaping the cooperation between final purchasers and offerors of different products including energy ones. The originality of the approach proposed is evidenced by the fact it is the first time final purchasers’ needs that can be satisfied due to cooperation with offerors have been analyzed in the context of attitudes and behavior reflecting purchasers’ (1) previous participation in this cooperation, (2) willingness to cooperate with offerors, and (3) the assessment of contemporary final purchasers’ readiness to cooperate with offerors.

scholarly journals Role of Microfinance in Poverty Alleviation: Evidence from Pakistan

2015 ◽  
Vol 2 (1) ◽  
pp. 37-44 ◽  
Author(s):  
Abdul Ghafoor Awan ◽  
Muhammad Javed Iqbal Juiya
Keyword(s):  
Logit Model ◽  
Poverty Alleviation ◽  
Poverty Line ◽  
Primary Data ◽  
Living Standard ◽  
Survey Method ◽  
Poverty Level ◽  
Household Poverty ◽  
The Impact

This study has empirically measured the role of microfinance in poverty alleviation and has examined its impact on household poverty level. The factors that can affect the household poverty and living standard have been investigated with innovative econometric technique that is binary logit model and ordered logit model by using Stata software. The empirical analysis of this study is based on fresh data. The data is collected through a household survey method from the rural and urban areas of district Lodhran of Pakistan. A questionnaire was developed to collect primary data which covered the household loan amount, household assets, and household expenditures. The questionnaires were distributed among 220 respondents. We selected total 19 variables: eleven variables to analyze the factors responsible for household poverty and eight variables to measure the household living standard. High value of Living standard shows high living standard and low value shows lower living standard. The empirical evidence shows that the variables such as gender, married status, chronicle diseases, purpose of loans, number of loans taken, amount of loan, Lives Stock, Monthly savings, total number of household members are found impacting poverty significantly while the impact of transport facility, years of schooling and ownership of land were found insignificant. While measuring poverty level we followed World Bank poverty line which is $ 1.25 (Rs.3750) per capita per adult monthly income and expenditure. The data shows that 137 (62.3 percent) households are living below poverty line while 83 households are living above poverty line. We find that 169 households (76.8 percent of the total sample) have good living standard while 20 households (9.1 percent) have high living standard whereas 31 households (14.1 percent), have very low living standard. JEL Classifications Code: E6

scholarly journals Testing of Standardized Advertising Slogans Within the Marketing Communication of Sustainable and Local Foods in Order to Reveal Consumer Preferences

2021 ◽  
Vol 5 ◽  
Author(s):  
Alena Kusá ◽  
Marianna Urmínová ◽  
Tamás Darázs ◽  
Jarmila Šalgovičová
Keyword(s):  
Consumer Preferences ◽  
Current Knowledge ◽  
Shopping Behavior ◽  
Primary Data ◽  
Local Foods ◽  
Marketing Communication ◽  
Chi Square ◽  
Sustainable Food ◽  
Friedman's Test

Marketing communication concerning the consumer in the retail food market is currently undergoing significant changes, based on a shift from the passive supply to manage the consumer, toward an effort to understand his needs. The changes in communication are influenced by the technological revolution, which has also significantly affected retail and consumer shopping behavior, resulting in the modern changes in how to approach customers nowadays. Marketing communication must respond to changes in purchasing behavior with the greatest possible flexibility and ability to follow current trends. The presented research will aim to present the importance of the topic and emphasize its topicality by defining specific forms of communication causing an increase in consumer interest in local and sustainable food. Part of the aim of the presented work will be a general proposal for applying specific forms of marketing communication, increasing the interest of consumers in local foods characterized by the attribute of sustainability. The theoretical basis of the work presents current knowledge focused on marketing communication about sustainability in the food chain and consumers' relationship to local and sustainable food, which builds the communication. The work is based on collecting primary data and their subsequent management by mathematical and statistical methods. Friedman's test as a method used for data processing allows us to reveal differences in consumer preferences between various forms of standardized marketing communication to increase local, sustainable foods to engage the consumer. Independently of the Friedman test, the Chi-square test allows us to find races among the individuals corresponding to the respondents. The research results reveal that the differences between the various forms of standardized marketing communication bring a new perspective on the role of communication with the consumer. The results also reveal the role of a specific label expressing the sustainability of local foods. The benefit of our work is to set recommendations for producers and distributors of local and sustainable foods in the field of marketing communication.

The Role of Career Self-Efficacy on the Effect of Parental Career Behaviors on Career Exploration: A Study on School of Tourism and Hotel Management’ Students

2016 ◽  
Vol 3 (1) ◽  
pp. 143 ◽  
Author(s):  
Selahattin Kanten ◽  
Pelin Kanten ◽  
Murat Yeşiltaş
Keyword(s):  
Undergraduate Students ◽  
Self Efficacy ◽  
Structural Equation ◽  
Career Exploration ◽  
Equation Modeling ◽  
Survey Method ◽  
Hotel Management ◽  
Mediating Role ◽  
The Impact

This study aims to investigate the impact of parental career behaviors on undergraduate student’s career exploration and the mediating role of career self-efficacy. In the literature it is suggested that some social and individual factors facilitate students’ career exploration. Therefore, parental career behaviors and career self-efficacy is considered as predictors of student’s career exploration attitudes within the scope of the study. In this respect, data which are collected from 405 undergraduate students having an education on tourism and hotel management field by the survey method are analyzed by using the structural equation modeling. The results of the study indicate that parental career behaviors which are addressed support; interference and lack of engagement have a significant effect on student’s career exploration behaviors such as intended-systematic exploration, environment exploration and self-exploration. In addition, it has been found that one of the dimensions of parental career behaviors addressed as a lack of engagement has a significant effect on career self-efficacy levels of students. However, research results indicate that student’s career self-efficacy has a significant effect on only the self-exploration dimension. On the other hand, career self-efficacy has a partial mediating role between lack of engagement attitudes of parents and career exploration behaviors of students.

AN EMPIRICAL STUDY OF INDIAN INSURANCE INDUSTRY POST GLOBAL FINANCIAL CRISIS

2015 ◽  
Vol 6 (01-02) ◽  
Author(s):  
Anis Ur Rehman ◽  
Yasir Arafat Elahi ◽  
Sushma .
Keyword(s):  
Financial Crisis ◽  
Global Financial Crisis ◽  
Insurance Industry ◽  
Primary Data ◽  
Policy Recommendations ◽  
Insurance Sector ◽  
The World ◽  
The Impact ◽  
The New Deal

India has recently emerged as a major political and economic power in the world. The financial crisis that engulfed the world in 2008 needed developing countries like India to lead the rescue and recovery, instead of G7 westerns countries who dealt with such crisis in the past. Recently, discussions and negotiations are going amongst G20 countries regarding a new global financial architecture (G-20 Summit, 2008). The outcome will affect the relevant industries in India and hence it is a public interest issue for the actuarial profession in the country. Increased and more intrusive and costly regulations and red tapes are likely to be a part of the new deal (Economic Survey 2009-10). The objective of this paper is to study the perception of higher level authorities in Insurance sector regarding the role of regulator in minimizing the impact of global financial crisis. The primary data has been collected from 200 authorities in insurance industry. The data has been analyzed with statistical tools like MS-Excel. On the basis of the findings, various measures and policy recommendations for insurers have been suggested to minimize the impact of crisis.

The Impact of Demographic Factor on Consumer Buying Behaviour: A Study of Retail Sector in Delhi NCR

2015 ◽  
Vol 3 (1) ◽  
Author(s):  
Shamsher Singh ◽  
Ameet Sao
Keyword(s):  
Sampling Method ◽  
Primary Data ◽  
Survey Method ◽  
Retail Sector ◽  
Demographic Shift ◽  
Customer Perception ◽  
Shopping Experience ◽  
Buying Behaviour ◽  
The Impact ◽  
Structured Questionnaire

The retail sector is growing a faster pace in India due to demographic shift in population and growing middle class. It is an opportunity for both organized and unorganized sectors. The purpose of this article is to study the customer perception and shopping experience about organized and unorganized retailing with special reference to Delhi and NCR and find out whether the preferences for organized and unorganized retailing are dependent or independent demographic characteristics of consumers. The study has used the primary data collected from 200 respondents through survey method using structured questionnaire. Convenient sampling method was used during the

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