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The goal of this research is to present meaning of social advertisement in promoting desired social behaviors, particularly, these ones aimed to formation and consolidation family as well as proper attitude, behavior and relationship between family members. Theoretical part of this research is based on the analysis of polish social advertisement in the last couple of years. Idea of using social advertisement for the issue of promoting family and its values will be presented in wide contexts of social marketing. This research also pays attention to the media preferred by organizers of social campaigns for family.
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The aim of this article is to analyze the discourse presented in the text of journalist Dorota Szadkowska Synthetics and Naturals: Today, the Choice of Cosmetics – as Well as Life Choices – Determines Beliefs, published on the „Wysokie Obcasy” website in July 2015. The journalist made a comparison between two types of cosmetics – synthetic and natural. The work concerns on such issues as discourse, open and hidden goals of the article, broadcaster of media messages, audience, media image of the world, independence of media experts, cooperation with public relations specialists.
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The basic thesis contained in this publication is the conviction that commercial can be treated as a mirror of a modern man. It is created as a result of detailed research and its aim is to reach a precisely defined recipient. The article contains the results of the analysis of character traits found in commercials. The aim of the study is to answer the question whether the hero of commercials has the features of a postmodern man. The starting point is the psychological theory of Zygmunt Bauman and the subject of research are television commercials, and in particular their visual and verbal layers.
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The goal of this paper is to analyze the current personnel structure of the US Army and to describe recruitment options for candidates interested to serve in the US Army as officers. The author portrays the possible service options for officers in the US Army and depicts the educational process required by the US Army for officers to get further promotions. In conclusion, the author defines weaknesses in the recruitment system and formulates possible recommendations for the Polish Armed Forces.
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Purpose – In today's world, with the awareness of consumers, corporate social responsibility activities have gained importance and these activities have begun to be used as an element of competition for businesses. In addition to the element of competition, these activities are used by businesses for different purposes. These purposes are perceived by consumers in very different ways. From this point of view, the main purpose of this study is to determine the effect of consumer perception towards corporate social responsibility activities implemented by enterprises within the framework of green marketing activities, trust in the brands of these enterprises and brand loyalty on the intention to purchase the products of these enterprises. Design/methodology/approach- The questionnaire form prepared sent to the participants online and 356 data were collected and analyzed. The obtained data were analyzed using SPSS and AMOS program. Findings – According to the results of the structural equation model, it has been determined that consumer perception, trust and loyalty towards corporate social responsibility activities have a significant and positive effect on purchase intention. In addition, it was concluded that the perception of corporate social responsibility activities has a significant and positive effect on trust and loyalty. When evaluated according to demographic variables, there is a significant difference in loyalty and purchase intention between married and single consumers. Discussion – The results obtained are compatible with the literature. Dai ve Reich (2022) In their study, it was determined that there is a positive relationship between corporate social responsibility activities and brand trust. In a study examining the effect of corporate social responsibility perception on trust, it was concluded that social responsibility perception had a positive effect on trust (Karaboğa vd., 2020).
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Purpose – The research has been prepared in order to reveal the point of view and field of thought towards the trend of storage and business behavior (sales, marketing) in the field of business marketing. Design/methodology/approach- The research was conducted with the survey model, which aims to describe the burnout levels of employees, which is a situation that has existed in the past or present, as it exists. In the research, Bakker et al. The Maslach Burnout Inventory-Student Form (VTE-Student Form), which was adapted into Turkish by Capri (2006) as the result, and which was adapted into Turkish by Çapri, Gündüz and Gökçakan (2011), was used. As a result of the Maslach Burnout Scale and the information obtained from the literature, the previous survey formula was the ratio obtained from the surveys conducted between 01-31 October 2021, the sample case of Niğde and its region, a total of 353 businesses in small-medium expansion and a total of 353 sales-marketing increases. SPSS 27.0 package software was analyzed. The scanning method was preferred in the realization of the structure that did not establish a hypothesis or model, and some aggregate statistics and t-test for independent groups, one-way analysis of variance (ANOVA) and between which groups the difference was determined were used to determine the perspective and intensity of thought of the marketing sales system in the evaluation of roots. LSD post hoc measurements were used for multiple comparisons. Findings – In line with the data and findings obtained as a result of the research, it can be said that business marketing and sales managers generally have low burnout levels. It has been determined that the burnout levels of the marketing and sales managers of small-medium sized enterprises in Niğde and its region are high in terms of lack of personal achievement (competence) sub-dimensions, and low in terms of emotional exhaustion and depersonalization sub-dimensions. Discussion – Research findings show that the burnout levels of employees differ according to gender, age, experience, education and income groups. In addition, it is thought that business marketing and sales managers can contribute to the literature due to the limited number of studies on the burnout levels and thinking levels.
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Purpose- This study aims to reveal the effects of planned obsolescence application types perceived by consumers on consumer satisfaction and subsequent consumer behavior. Design/methodology/approach –Research data were collected by online questionnaire method. The snowball sampling method was used in the research. Smart PLS structural equation modeling program was used to analyze the obtained data. The research model, created based on the literature research, was tested with structural equation modeling analysis. Findings- Structural equation modeling analysis results show that perceived technological obsolescence has a positive effect on satisfaction, while perceived psychological obsolescence has a negative effect on satisfaction. Perceived quality obsolescence did not have a significant effect on satisfaction. Satisfaction has a positive effect on repurchase intention and positive word of mouth. On the other hand, it was found that satisfaction had a negative effect on regret and negative word of mouth Discussion- According to the research results, the significant effect of perceived technological obsolescence on satisfaction can be interpreted as consumers expecting technological innovation from smartphone manufacturers. The negative effect of perceived psychological obsolescence on satisfaction can be interpreted as supporting psychological obsolescence through advertising and marketing efforts, creating dissatisfaction in consumers. Therefore, businesses should be careful in advertising and marketing efforts to avoid consumer dissatisfaction. In this sense, it should not be forgotten that satisfaction will negative impact regret and negative word-of-mouth communication.
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Purpose – Considering that consumer behavior is affected by economic factors, it is likely that the price hikes on most products will lead to changes in consumer behavior. In this research, it is aimed to examine the effect of the price hikes in the first half of 2022 on consumer behavior. Design/methodology/approach – The research was shaped within the framework of case study, which is one of the qualitative research designs. In this context, the effects of price hikes on consumers have been examined in depth. Criterion sampling, which is one of the purposeful sampling methods, was used within the scope of the research. The sample consists of 10 people with different demographic characteristics residing in Mersin Province. Findings – In the research the findings thatdecrease in the purchasing power of consumers, their savings in different product categories, and the effect of salary and wage increases were not felt. Discussion – The first half of 2022, periodic hikes in goods and services have reduced the purchasing power of consumers, the increase in salaries and wages in July 2022 could not be a solution to increase the purchasing power. As a result of all these, consumers have sought ways to save with their own efforts
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Purpose – Given the vast potential of sports events like the World Cup for advertising, this study aims to analyzes the use of fantastic narratives in the advertisement “Nike FC Presents the Footballverse”, which Nike created for the 22nd FIFA World Cup hosted by Qatar in 2022. Design/methodology/approach – The universe of the study consists of commercials broadcasted for an international sports competition within the scope of sports marketing. The Nike brand makes extensive use of sports marketing and was the shirt sponsor of 13 national teams in the 22nd FIFA World Cup. For this reason, their commercial constituted the sample of the study. Semiotic analysis was used as the methodology. The semantic analysis was carried out in the context of Saussure and Peirce's concepts of signifier and signified, and the plain meaning and connotation that Barthes put forward as the basic concepts in the analysis of advertisements. Findings – After the semiotic analysis of this advertisement, it was revealed how and in what way the elements were used and as a conclusion it was seen that fantastic narrative was used. The elements of plain meaning and connotation created by the fantastic narrative are described, and the intergenerational unity created by the perception of time is explained. Discussion – Advertisements, which are designed to convey the brand message to the target audience, continue to be one of the most widespread mass communication publications. In terms of attracting the attention of consumers, fantastic narrative has been widely used in commercials. In terms of international sports marketing, the World Cup, the European Football Championships, Olympic Games are the most important of these opportunities. According to the findings, fantastic narrative is also used in sports activity advertisements today.
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Purpose - The aim of this study is to determine the impact of digital marketing and electronic word of mouth on brand popularity for digital media platforms and to what extent this popularity effect influences brand attitude. Design/methodology/approach- The study included 385 participants who were followers of digital media platforms residing in Istanbul. A survey questionnaire was prepared using scales for digital marketing, electronic word of mouth, brand popularity, and brand attitude, comprising a total of 21 questions. The respondents evaluated all the questions on a 5-point Likert scale. After providing information about the demographic characteristics of the participants, factor and reliability analyses were conducted, and the relationships were tested using regression analysis. IBM SPSS 24 was used for data analysis. Findings - The analysis revealed that the digital marketing activities of digital media platform brands did not have a significant impact on brand popularity. Another important finding of the study is that electronic word of mouth has a significant effect on digital media platform brands and positively influences brand attitude. Discussion - It seems that digital marketing strategies may not be sufficient to create or increase brand popularity. Therefore, digital media platform brands can consider alternative marketing strategies alongside digital marketing activities. For example, traditional advertising campaigns, influential partnership agreements, or innovative marketing projects can be utilized. On the other hand, the positive effect of electronic word of mouth on brand attitude is an important finding. This indicates that brands should focus on customer experience and satisfaction. Brands should strive to improve product or service quality, take customer feedback into account, and develop strategies that promote customer loyalty. The data obtained from the research results indicate that in future studies, by examining the relationship between brand popularity and consumer attitude in different industries or with different target audiences, it is possible to obtain different results.
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Purpose – The study's main goal is to understand how students' use of electronic word-of-mouth marketing activities for information gathering before university choice affects cognitive dissonance after choice. Among the issues discussed, particular attention was drawn to the possible adverse and significant effect of electronic word-of-mouth marketing on cognitive dissonance. Design/methodology/approach- The research was conducted using a questionnaire survey on 475 university students. The data obtained were analyzed in detail by structural equation modelling with SPSS 21 and AMOS 20 programs. This analytical framework provides a strong foundation for evaluating the complex relationships between cognitive dissonance, satisfaction and recommendation of eWOM. Findings- The study's findings show that eWOM reduces post-choice cognitive dissonance and that this decrease has a negative and significant effect on satisfaction and recommendation levels. In particular, the increased tendency of delighted individuals to recommend supports the positive effect of eWOM on the choice process. Discussion- In the discussion section of the study, the importance of the findings obtained is emphasized, the effects of eWOM as an information source in the university preference process on the level of cognitive dissonance of students after the university preference process are evaluated, and comparisons are made with previous studies. In this context, it was concluded that students' utilizing eWOM as a source of information during the preference process positively reduced cognitive dissonance after preference. The study's results also suggest that eWOM can effectively manage the university preference process.
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Purpose – This study explores into the field of virtual marketing, an essential aspect of contemporary business strategies that utilizes web-based technologies for the efficient dissemination and engagement of marketing content. It aims to decipher how virtual marketing is portrayed and discussed in usergenerated content (UGC) on social media platforms, with a specific focus on Instagram. Design/methodology/approach- The research employs a mix of text mining, thematic analysis, and textual analysis to scrutinize a substantial dataset of social media posts related to #VirtualMarketing. It integrates Social Exchange Theory and the Social Media User Engagement Framework to investigate user engagement dynamics on social media platforms. This methodology enables a comprehensive examination of themes, and engagement patterns in UGC that is related to virtual marketing. Advanced data analysis tools, including Leximancer for thematic content analysis and Python is applied. Findings – The findings reveal that virtual marketing on social media covers a broad range of practices, from entirely digitalized strategies to hybrid models that incorporate traditional marketing elements. The study identifies the predominant themes in virtual marketing, assesses the textual orientation of the related content, and explores the relationship between these themes and various user engagement metrics. Discussion – These findings underscore the pivotal role of social media in shaping virtual marketing strategies and emphasize the necessity for more extensive content analysis in this area. The study contributes to the academic discourse on virtual marketing by providing empirical insights into the trends and patterns present within UGC. Furthermore, it presents a practical framework for the analysis of large-scale textual data on social media, showcasing the effectiveness of computational qualitative analysis with NLP in enhancing understanding and strategies in virtual marketing. This research provides a valuable resource for future studies in the social sciences, especially those utilizing NLP to investigate the dynamics of virtual marketing.
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