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The article analyzes in detail the main aspects of promotional marketing in team building. Team building is very important for marketing campaigns as it allows for the efficient completion of tasks and the achievement of...

The aim of this article is to evaluate the effectiveness of gamification marketing strategies in territory branding and to determine their impact on consumer behavior. It has been established that one of the key challeng...

In this era of rapid technological advancement, the number of consumers browsing online information steadily increases. Social media platforms have emerged as a vital channel for communication and sharing information, ma...

War and the hybrid threat are two types of activities legally differentiated only by the word „war”. They aim at exploiting and generating vulnerabilities of the target states and have become areas of reflection to i...

in particular, the consequences of customer relationship orientation and the use of CRM technologies as a support for analysis, data integration and access to business performance. Customer Relationship Management (CRM) ...

The article investigates the transformation of sustainability reporting from a traditional compliance tool into a strategic channel for communication and corporate reputation management. Particular attention is focused o...

INTRODUCTION. The interpretation of visual and linguistic codes, legal and ethical security, the application of technologies such as artificial intelligence, and the need to develop regulatory standards to prevent confli...

The rapid digital transformation in urban environments has compelled micro, small, and medium enterprises (MSMEs) in the food and beverage sector to transition from traditional operations to digital ecosystems. This stud...

The paper deals with the comparison of the impact of the use of athletes and bloggers in marketing communication on purchasing preferences of individuals which belong to the so-called Generation Z. There are two interdep...

Este artigo analisa algumas transformações pelas quais vêm passando as formas mercadológicas de comunicação. Para isto, recorre ao estudo do uso, pelo mercado, de uma das formas de pesquisa de "tendências culturai...

The purpose of this research is to understand how current marketing research conceptualises natural and traditional products – products that strongly attract consumer attention and capture large and growing market sh...

INTRODUCTION. A research was conducted on the effectiveness of using Korean cosmetic product advertisements in the process of translation training. The emphasis is on the pragmatic aspects of translation, which is an imp...

Background: In a volatility, uncertainty, complexity and ambiguity (VUCA) business environment, the survival of small, medium and microenterprises (SMMEs) depends on adopting adaptive, customer-focused marketing strateg...

Marketing via social media has fast communication and diverse consumers. The research applies the Pleasure-Arousal Dominance (PAD) Model to show the influence of pleasure to explain the influence of stimulation on a pers...

In this article, we examine the role of financial assets as a key instrument for improving enterprise management efficiency, with a particular focus on marketing activities under the conditions of globalization, digital ...

Livestock marketing plays a vital role in Ethiopia’s economy, especially in pastoral regions such as South Omo, where it supports livelihoods, income generation, and market integration. This study examined stakeholder ...

Adolescents encounter large volumes of non-core (i.e., nutritionally poor and unhealthy) food messages on social media. The relationship between these messages and eating is a product of both the volume of exposure to th...

This study investigated the factors influencing the adoption of digital technology among young farmers in Indonesia using survey data from 345 young farmers in Bogor Regency. Data were collected through a structured ques...

This study examines how specific antecedents of social media influencers (SMIs) and artificial intelligence (AI) chatbots bolster customer engagement, which subsequently shapes online shopping intention within emerging d...

In the context of globalization, digital transformation, and information transparency, corporate reputation represents a strategic resource and a key factor in shaping a company's long-term competitive advantages. It has...

Topicality of comparative study in Foreign Direct Investments (FDI) is determined by the need to deepen analysis of economic activity challenges and opportunities related to cross-border investments. Research in FDI tren...

Teams of scientific specialists have replaced independent researchers, simultaneously the research team size has increased by 50% over the 19‑year period. Better collaborations between project team members might improv...

This paper concentrates on the current trend in companies reporting concerning the publication of a satellite report on CSR and the possibilities of its inclusion into XBRL system as one of the principal issues decisive ...

Digital transformation is a challenge for many areas of modern society functioning. The effects of digitalisation are particularly noticeable in the labour market and are expressed, among others, in new requirements of e...