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ИНТЕРАКТИВНОСТТА КАТО ОСНОВЕН ФАКТОР, ФОРМИРАЩ ПОВЕДЕНИЕТО НА ИНТЕРНЕТ ПОТРЕБИТЕЛИТЕ. РОЛЯТА НА ИНТЕРНЕТ МОТИВИТЕ В ИНТЕРАКТИВНИЯ РЕКЛАМЕН МОДЕЛ

Author(s): Dinka Zlateva / Language(s): Bulgarian Issue: 2/2005

Internet has settled into the people’s world. Its determination as media for mass communication has become a precondition for the explosive development of the online advertising. From the point of view of advertising the main advantage of new media is the interactivity, the opportunity to provide an easy and quick relation between consumers and advertisers. The interactive communication helps both clients and companies to contact with each other directly without time or distance limitations. On the other hand the interactivity allows individuals to control the communication process as they can decide what kind of information they want to view, how long and in what order it will be presented. That has required the model for interactive advertising influence to be rationalized and to be differentiated by the character of consumer’s motives and preferences.

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ВЛИЯНИЕТО НА ТЪРГОВСКИТЕ МАРКИ ВЪРХУ ПРОЦЕСА НА ПЛАНИРАНЕ, ОРГАНИЗИРАНЕ И УПРАВЛЕНИЕ НА СВОБОДНОТО ВРЕМЕ ОТ ПОТРЕБИТЕЛИТЕ

Author(s): Elitsa Ostreva / Language(s): Bulgarian Issue: 1/2006

After a company has decided what would be the products it wants to offer and develop, the managers should think of the programs for stimulating the consumers’ interest, and those include defining and elaborating a company’s marketing plan about promoting the products offered on the market by the firm. The process of communication between the producer and the consumer, as well as the convincing the purchaser in the qualities of a given product can be obtained by effectively using the power of the trade marks and their usage when defining the consumers’ preferences for a product. Telecommunications sector is a field in which the image of the company and the perceptions as well as the factors influencing the process of taking decisions by consumers are of significant importance. Telecommunications are main factor in the process of developing a society. The access to information and communications will exert influence on the perceptions of each person, on the image that a company wants to build and to present in public, even on the integration of people in different areas of their professional and personal life. Each aspect of the business and economic life is influenced and is determined by communications and telecommunications seen as processes of exchanging of information, needed for the everyday activity of any person and firm. This report reveals, first, the strategic significance of telecommunications in the economic of a country, and on the other side- the methods of managing and presenting the trade marks of the communication operators on the market with regard to the influencing and manipulating the consumers’ choice when is realized the communication between the people in their free time, as well as the influence of trade marks when people are planning, organizing and managing their free time as a whole.

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УБЕЖДАВАЩАТА ПУБЛИЧНОСТ В PR И СВОБОДНОТО ВРЕМЕ

Author(s): Rumyana Modeva / Language(s): Bulgarian Issue: 1/2006

The object of the research in the article is media which have attitude to the proposals and examples for organization of the leisure time to the consumers of their messages. In this meaning are analyzed popular fashion and show programmes which represent the interest of the audience and have strong impact to the model of behavior and organization of leisure time. The results from the sociological research are shown through the answers of the interviewed persons.

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КОРПОРАТИВНА КУЛТУРА И УБЕЖДАВАЩА КОМУНИКАЦИЯ В ПР НА КОМПАНИИТЕ

Author(s): Rumyana Modeva / Language(s): Bulgarian Issue: 2/2006

The basis of the article is the data for development of the world economy and contemporary facts which concerning the global advance of the corporative organizations of the international markets. The aim of the contents is introduction of the basic rules which characterize persuasive communication of PR communication for keeping and development of the consumer’s interest in the dynamic of the globalization.

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КАК КОМУНИКИРАМЕ? ВИДОВИ РАЗЛИЧИЯ НА УБЕЖДАВАЩОТО ВЪЗДЕЙСТВИЕ В PR

Author(s): Rumyana Modeva / Language(s): Bulgarian Issue: 1/2007

“Public relations” is a science which saves in its methodic direct communication and something more- develop of theory for its elaborating. Close to pedagogic, physiology, science for the theater, rhetoric, business’s communication, etc. - Public relations take from them these active methods which assist persuasive communication in the direct contact with the public. Persuasive communication in PR is a meaning and contents of this science which realize its aims on the basic of the direct influence to the attitudes of the society in the context of their determinate interests.

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ПРЕДПОСТАВКИ ЗА ОСЪЩЕСТВЯВАНЕ НА МАРКЕТИНГОВАТА ОРИЕНТАЦИЯ НА ФИРМАТА

Author(s): Evgeni Genchev / Language(s): Bulgarian Issue: 2/2009

The subject of marketing orientation has been of interest to researchers for several years. This article contributes to that body of literature by investigating the antecedents of marketing orientation of firms in Bulgaria. The main purpose of the paper is to analyze data from 24 wine processing firms to assess the relationships of some precondition to marketing orientation as: management emphasis on marketing orientation, centralization, interdepartmental connectedness and strategic flexibility with the level of marketing orientation. Both top management emphasis on marketing orientation and interdepartmental connectedness were identified as significant positive predictors of a marketing orientation. The relationship between the centralization and strategic flexibility to marketing orientation were identified as non-significant.

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ШЕСТТЕ ГРЯХА НА ЗЕЛЕНИЯ МАРКЕТИНГ

Author(s): Savica Dimitrieska,Aleksandra Stankovska,Tanja Efremova / Language(s): English Issue: 2/2017

The environmental issues pose one of the biggest threats to humankind. Today, we are all faced with serious environmental problems that cannot further be ignored. The biggest environmental threats that endanger the Planet’s survival are climate change, deforestation, pollution, loss of biodiversity, melting polar ice and rising sea levels, oceanic dead zones, and explosive population growth. They suddenly became an alarm for action for every person in the Earth. In the early 1990s, global concern about environment protection intensified and there was a rapid rise in products with environmental claims. Consumers became more conscious that their consumption impacts the environment. Companies started to promote their products as ”green” to attract a growing environmentally aware segment. Companies have recognized environmental concerns as a source of competitive advantage. However, in attracting a “green” audience, companies often used claims that sound environmental, but were actually vague, and at times false. These suspicious environmental claims have caused consumers to question corporate honesty. “Greenwashing”, as a new term, is defined as a disinformation disseminated by companies so as to present an environmentally responsible public image. It is the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service. Terra Choice listed six sins of greenwashing: sin of the hidden trade off, sin of no proof, sin of vagueness, sin of irrelevance, sin of lesser of two evils and sin of fibbing. The concern over greenwashing is not only that it misleads consumers, but also that if unscrupulous marketers continue to claim to be environmentally friendly, then companies true to their environmental mission lose their competitive edge. This paper aims to give directions to companies and consumers on how to cope with greenwashing practices.

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Destinasyon Tercihinde Pazarlama Karmasi Bileşenlerinin Rolü: Dalyan Örneği

Author(s): Özgür Özer / Language(s): Turkish Issue: 1/2012

This study investigated the impact of the eight components of the marketing mix, as being product, price, distribution, promotion, person, partnership, program and package, upon choice of a destination.For this research purpose, data was collected by face-to-face interviews and survey from 260 foreign tourists visiting the region of Dalyan. First, the marketing mix components were classified according to their importance determined by the arithmetic averages. Then, multiple regression analysis was performed to determine whether the marketing mix components had an effect on the destination choice. The analysis found that the variables of ‘product’ and ‘person’ had an effect on the Dalyan destination choice. This result shows that the’product’ is an influencial factor, as expected, on the choice of the Dalyan destination, within the scope of ecotourism, visited by the tourists. In addition, ‘person’ is also important factor on the destination choice for the Dalyan region.

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ДИГИТАЛИЗАЦИЯТА: ОТ СВЪРЗАНИЯ КЪМ ДИГИТАЛНИЯ ПОТРЕБИТЕЛ

Author(s): Tina Rönnberg / Language(s): English Issue: 1/2018

The purpose of this article is to take a closer look on the shift from “connected consumers“ to “digital consumers“. The rapid convergence of information and communication technologies in everyday life has proven to be an evolutionary process taking people from ‘just’ being online (being “connected”), to the next level being “digital” (joining the “Internet of Things”). This article draws a picture of current developments in Digitalisation and how Digitalisation will become part of the daily life of consumers. The investigated data indicates that established business models will potentially change, due to a high demand for advanced technology and growing (mobile) internet usage. But also the fact that consumer’s strive for self-improving use cases will have companies step on unknown grounds and partner up with unfamiliar industries.

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ORGANIZATIONAL AND ECONOMIC MECHANISM OF STRATEGIC MARKET-ORIENTED ACTIVITY OF INDUSTRIAL ENTERPRISES

Author(s): Olha Prokopenko,Robert Kornatowski / Language(s): English Issue: 1/2018

The purpose of the article is to study the peculiarities of the organizational and economic mechanism of strategic market-oriented activity of industrial enterprises. In the article the peculiarities of strategic market-oriented activity of enterprises are studied; the definitions of the economic management mechanism and organizational and economic mechanism of strategic market-oriented activity of industrial enterprises get further development; insight of the processes of a market strategy development by industrial enterprises is researched and deepened; the theoretical and methodical approach to formation of the organizational and economic mechanism of strategic market-oriented activity of industrial enterprises is improved.

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THE ROLE OF TRADEMARKS IN MARKETING

Author(s): Savica Dimitrieska,Tanja Efremova,Aleksandra Stankovska / Language(s): English Issue: 1/2018

Brand is defined as an unique design, name, sign, symbol, word or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. At the same time it is associated with a quality, credibility and satisfaction in consumer’s mind. Brand is a promise that helps consumers in their buying process. It represents the most valuable intangible asset that company possesses.The legal name of a brand is a trademark. By definition, a trademark is any word, name, symbol (logo), number, colour, slogan, design, sound or smell, or any combination thereof used to identify and distinguish products from those manufactured or sold by others. Trademark is another way of referring to brands. As such, trademarks need careful handling, care, nurturing and protection; otherwise they may lose value, be stolen or simply be destroyed or lost. Choosing and defending a trademark is often a very important part of a company’s marketing strategy.Brands can be protected and unprotected. Unprotected brands are famous and popular and can afford not to be protected. However, a better option for companies is to protect their brands. In this modern world, where there is a trend of deregulation of businesses and industry and liberalization of international trade, along with revolutionary changes in business models and the advance of IT and communication technology, the need for brand protection is enormous. The subject of protection may be a name, logo, color, slogan, design or a combination thereof. However, there are certain questions about protecting brands regarding what can and can’t be protected as a trademark, what are the most used trademarks, what are their advantages and disadvantages, how to choose brand’s elements that need to be protected, etc. This paper aims to answer these questions as trademarks are very important for business and marketing.

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МАРКЕТИНГОВИ ИЗСЛЕДВАНИЯ И КОНКУРЕНТОСПОСОБНОСТ НА ТРАНСПОРТНОТО ПРЕДПРИЯТИЕ

Author(s): Svetla Tzvetkova / Language(s): Bulgarian Issue: 1/2018

Marketing research is part of the functional structure of modern transport marketing. The main goal of marketing research in the process of carrying out the transport enterprise’s activity is to minimize the risk that accompanies its activity, determine the real competitive advantages and position transport services in the markets where they can be realized in the most effective way. This is practically realized through collecting and processing data on the state and dynamic of the transport market.

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ЕФЕКТЪТ ОТ РЕКЛАМНАТА ДЕЙНОСТ НА ТРАНСПОРТНАТА ФИРМА

Author(s): Svetla Tzvetkova / Language(s): Bulgarian Issue: 1/2018

The marketing of transport firms can be viewed as one of the main prerequisites for the strengthening of their positions on the transport market in the conditions of an extremely dynamic and competitive market. As part of the promotional mix, the publicity of transport firms includes purposeful measures for reaching a specific target market, and its effect is measured through its influence on the volume of carried out transport services, profit levels and other economic indicators of the activity of transport enterprises.

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Driving the Image of an Electricity Supplier through Marketing Activities

Author(s): Dariusz Dąbrowski,Jakub DĄBROWSKI,Krzysztof Zamasz,Marcin Lis / Language(s): English Issue: 4/2023

The liberalisation of the electricity market enables consumers to freely choose their electricity provider. Consequently, it is crucial for these providers to cul-tivate a positive image, as it can lead to customer loy-alty and positive recommendations. However, to date, no research has been conducted to assess how the marketing activities of electricity providers within the marketing mix affect their image. Therefore, the aim of this study is to determine how marketing ac-tions undertaken within the marketing mix by elec-tricity providers inf luence their image. Referring to the Stimulus-Organism-Response (SOR) theory, research hypotheses were formulated, and a regres-sion model was constructed, assuming the positive impacts of selected marketing actions of electricity providers on their image. A quantitative approach was employed to test the research hypotheses. Data were collected through a questionnaire survey of 503 randomly selected domestic electricity consumers, and statistical analysis was used for the purposes of data analysis. The research results indicate that the following marketing activities of electricity providers have a positive impact on their image: offering other products along with electricity, providing price dis-counts, providing physical customer service offices, and engagement in sponsorship. Several positive ef-fects of marketing activities of electricity providers on their image were identified. Thus, the study the-oretically contributes to the field of marketing man-agement of energy companies. Based on the results obtained, the following practical implications for electricity providers can be proposed. It is recom-mended that these providers employ the following marketing activities to shape a positive image among consumers: offering other products along with elec-tricity, providing price discounts, providing physical customer service offices, and engaging in sponsorship. In line with the literature, this positive image should foster desired consumer behaviour from the perspective of the electricity provider (e.g. customer loyalty, issuing positive recommendations)

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The Impact of Interactivity on Customer Purchase Intention in Social Media Marketing: The Mediating Role of Social Presence

Author(s): Yuanyuan Jiang,Siwarit Pongsakornrungsilp,Pimlapas Pongsakornrungsilp,Long Li / Language(s): English Issue: 3/2024

This research utilizes the S-O-R (stimulus-organism-response) framework to investigate how essential quality factors impact consumer behavior in social media marketing. Specifically, it assesses the impact of information quality, which includes believability, usefulness, and vividness, on social presence and customer purchase intention. Additionally, it evaluates interaction quality, characterized by responsiveness, real-time interaction, and empathy, and its influence on these variables. Data were obtained from 652 Chinese consumers engaged in live broadcasts through an online survey. Employing PLS-SEM with SPSS and SmartPLS software, the analysis revealed significant impacts from both information and interaction quality on the results of the study. These factors were found to enhance customers' perception of social presence, significantly affecting their intent to purchase on social media live platforms. The findings offer crucial theoretical and practical insights for merchants to refine marketing strategies, underlining the importance of high-quality information and interaction in boosting consumer engagement and driving purchase decisions.

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WHAT MAKES A BRAND SUCCESSFUL? - A CASE STUDY OF THE MUSETTE BRAND

Author(s): Erika Kulcsár,Borostyán Viktória Filip / Language(s): English Issue: 3/2024

The study of gender differences has recently become a growing focus. Nothing is more evidence of this than the fact that in 2023 Claudia Goldin (who studied the position of women in relation to the labour market) was awarded the Nobel Prize in Economics. Furthermore, internationally, there are numerous studies that examine the differences between women and men as leaders and managers. The question arises as to what factors play a significant role from the perspective of women managers in starting and managing a successful business. The present research focuses on the analysis of a Romanian brand - Musette - which is co-founded by a woman (through Cristina Bâtlan) and is represented internationally. Despite the considerable success of the Musette brand, there is a lack of literature in Romania on the study of this brand . Consequently, the objectives of our study are : (1) to identify the conditions that should be the pillars of a start-up business, (2) to identify the factors without which there is no possibility of further development and lasting success, and (3) to examine the brand personality characteristics of Musette.

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Sürdürülebilir Tüketim Ölçeğinin Türkçeye Uyarlanması: Geçerlik ve Güvenirlik Çalışması

Author(s): Ali Alper Akgün,Nevin Kortunay / Language(s): Turkish Issue: 4/2024

The environmental damage caused by increasing population, intensifying industrialization, and excessive consumption has reached threatening levels for human life. Promoting sustainable consumption behaviors and transforming existing consumption behaviors into sustainable ones is of great importance for the efficient use of resources and the reduction of environmental damage. Measuring individuals' perceptions and tendencies toward sustainable consumption will enable institutions and organizations to transform current consumption behaviors and develop the necessary strategies to achieve their goals. The purpose of this study is to adapt the sustainable consumption scale developed by Quoquab and Mohammad (2020) to Turkish by examining its validity and reliability. The items in the original scale were translated into Turkish using a translation-back translation method. The translated scale was applied to 485 individuals selected using a convenience sampling method. Data analysis began with item-total correlation analysis, followed by exploratory factor analysis (EFA) using the parallel analysis method. The three-factor structure with 16 items obtained from EFA was examined with confirmatory factor analysis (CFA) to achieve a valid measurement model. The three factors explain 58.12% of the total variance. The internal consistency coefficient (Cronbach's alfa) for the entire scale was calculated as 0.87. The resulting model was tested for discriminant and convergent validity. The findings indicate that the Turkish form of the scale is a valid and reliable measurement tool. The adapted scale is expected to contribute to future studies measuring the sustainable consumption tendencies of Turkish consumers.

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Interpreting consumer attitude towards milk alternatives: A purchase intention model for marketing success

Author(s): Anjolize Wassenaar,Elizabeth Kempen / Language(s): English Issue: 1/2024

Within an emerging market context, the purchase of dairy free milk alternatives is not well understood. The purpose of the article is to present a model within which purchase intentions of South African emerging market consumers can be interpreted, providing marketers with information on which product positioning upon market entry and continuous marketing strategies can be developed for the growing niche ultra-heat treated (UHT) milk alternative product category. Using a qualitative, exploratory-descriptive approach, data was gathered in-person and online from 35 participants through mini-focus groups and semi-structured interviews. Through inductive-deductive thematic data analysis, findings describe consumer purchase intention towards UHT milk alternatives. Productrelated factors comprising consumer product beliefs and product evaluation, as well as behaviourrelated factors such as expected outcome, social norm and control, were found to impact consumer purchase intention, leading to the development of the integrated attitude-intention model. The study has contributed to a better understanding of the milk alternative category within an emerging market that will assist marketers in improving the marketing strategies for this category where little was known about the milk alternative consumer.

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The Role of Augmented Reality in Improving Brand Attitude Through Perceived Enjoyment

Author(s): Widyastuti Widyastuti / Language(s): English Issue: 1/2024

Augmented Reality is a technology that is commonly used by businesses to market their products. The technology allows customers to test products online in order to deliver a more enjoyable purchasing experience. The study is aimed at investigating the impact of vividness and perceived informativeness, as a characteristic of AR, on brand attitude through perceived enjoyment. There are 204 respondents chosen using purposive sampling technique. They are women who used Augmented Reality when purchasing cosmetics online. The study used a path analysis with the assistance of Amos software. According to the findings, perceived enjoyment can strengthen the influence of vividness and perceived informativeness on brand attitude.

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Motivating Marketing Research Respondents to Provide More Elaborated Answers

Author(s): Michał Ścibor-Rylski / Language(s): English Issue: 2/2024

Modern marketing research faces a challenge how to increase the respondents’ productivity and encourage them to give more elaborated answers in the open-ended questions. It’s relevant both for CAWI quantitative projects and the qualitative approaches. The initial research in this area shows that gamified tasks including storytelling enhancements might be a solution to the stated problem. The research project was aimed at the verification of effectiveness of the gamified methods, i.e., questions including a storytelling context, with the use of a bigger, quantitative sample of the regular marketing research respondents – participants of the professional research panel. The research was conducted with the use of the CAWI method on a nationwide sample of 300 people aged 18–40 in an experimental scheme with one control and one experimental group with a gamified task. The participants’ task was to watch TV commercials and fill out a form with an openended evaluation of various aspects of the advertisement. The word count was used as the indicator of the respondents’ engagement. The results of the initial experiments in this field were replicated: application of the storytelling elements to the regular marketing research questions resulted in significantly more elaborated answers in comparison to the traditional approach. However, this effect was valid only for the first impressions check and not for the more detailed evaluation of the commercial. This research project proves that storytelling can be an effective tool to increase the engagement of marketing research participants. It’s a first step in the search for motivating techniques that can be used in different research approaches.

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