Individual determinants of propensity to make purchases as part of e-commerce and m-commerce in Polish young consumers

The article focuses on identifying shopping intention within e-commerce and m-commerce among Polish young consumers (aged 15−24 years) and personal factors (attitude and gender) which differentiate it. Based on surveys carried out among 383 students from Kraków, the authors collected data which were statistically analysed (ANOVA). The results show a greater propensity to make a purchase by young consumers in the context of e-commerce. The intention to do shopping online (e-commerce and m-commerce) is dependent on the attitude towards these channels. Gender, on the other hand, differentiates only variables related to e-commerce

Children as recipients of marketing communication on the Internet

Due to the ease of access to the Internet, children more often become the recipients of the content placed therein. They are a specific group of Internet users due to their development conditions, which in contact with persuasive content, often not directly addressed to them, raises doubt. The importance of development conditions was often analysed in relation to the understanding and the child’s response to the content placed in traditional media. The development of the advertising market makes it necessary to update knowledge in this area. The study is an attempt to systematize the issues raised in the literature regarding the reception of online marketing communication by children (under 12 years of age). The literature review helped to identify the basic principles of construction of selected communication activities (e.g. websites dedicated to children), including competence development of children. Moreover, the attention was paid to the problems that may occur in the reception of persuasive messages on the Internet by children, including in the context of the model of knowledge about persuasion

The attitude of Polish young adults to mobile chatbots in e-commerce : selected conditions

The development of technology, including work on artificial intelligence, gives marketers new opportunities regarding communication with customers with the help of chatbots (including e-commerce). The aim of the research was to determine the attitude of Polish young adults to (mobile) chatbots in accordance with the TAM model (intention, attitude, ease and convenience of use) and links with consumer innovation. Statistical analyses (ANOVA and regression analysis) confirmed that innovation measured using the DSI scale (Goldsmith and Hofacker) is related to the attitude to chatbots in the surveyed group. Respondents manifest a sceptical attitude towards this new technology, while having little experience with it

The challenges of incorporating social media marketing within integrated marketing communication

The paper aims to systematise the modifications within the concept of integrated marketing communication, resulting from the usage of social media in the companies’ communication practices. Based on the literature review, the current challenges of integrating social media into marketing communication were identified. They were structured into three groups of tactical, strategic and ethical challenges. These challenges are related to both, the practical issues of marketing communication through the evolving social media and the theoretical discussion on the conceptual framework of integrated marketing communication

Ocena nieformalnych źródeł informacji w Internecie przy podejmowaniu decyzji zakupowych przez młodych konsumentów

Assessment of Informal Sources of Information on The Internet When Making Purchasing Decisions by Young ConsumersThe study presents the results of a research aimed to determine the assessment of informal sources of information on the Internet by young consumers (aged 15 to 24 years). The swomystematization of literature regarding the search for information made it possible to identify the variables which were used as evaluation factors. The research shows that gender, the extent of the use of the Internet to search for information in the process of purchasing, and the prior use of informal sources diversify this assessment. This, however, is connected with the impact of a particular source on purchasing decision

Patients’ opinion on the role of promotional actions in creating an image of a medical facility

An increase in competitive actions in the healthcare industry caused a need for medical facilities to take marketing actions into consideration. Due to a specific character of an object of exchange in the market - a service that comes under a subjective assessment due to an asymmetry of information typical for the market, marketing actions should aspire to shape a positive image. The report categorizes basic notions connected with marketing tools that can be used in creating a marketing image of a medical facility. Th e analysis was expanded by results of studies conducted among patients from Lesser Poland. Their aim was to present opinions on the subject of factors shaping an image of a medical facility