Wyniki wyszukiwania - BazTech

1

Ekościema już nie przejdzie

Lamperska Małgorzata

Logistyka

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2026

|

nr 1

22--25

PL

Dyrektywa ws. greenwashingu, która zacznie obowiązywać w tym roku, zmieni wiele w komunikacji marketingowej.

2

Perception of inclusive advertising by representatives of Generation Z

Pabian Barbara, Reformat Beata

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2025

|

z. 218

527--535

EN

Purpose: The aim of the article is to find out how inclusive advertising is perceived by representatives of Generation Z, whether it makes them more trusting and whether it influences their purchasing behavior and attitudes. Design/methodology/approach: The basis is focus research using the focused group interview (FGI - Focus Group Interview) method. The method of critical literature analysis and descriptive analysis were also used. Findings: Generation Z is becoming an important consumer group, and its preferences and values will shape the future of marketing. A key trend is inclusivity, and understanding how it is perceived by younger generations can contribute to more effective communication with society. Research limitations/implications: Topics related to diversity and inclusion evoke emotions, which leads to extreme reactions from participants. These types of emotional reactions may have made it difficult for respondents to objectively evaluate inclusive advertising. Another limitation was the group dynamics. Strong personalities dominated the discussion, and some study participants were less willing to express their own opinions. Yet another looming limitation is the evolution of attitudes, which in the case of Generation Z may change in response to social and cultural changes. The research conducted may not reflect long-term trends or future purchasing attitudes, which may change in the long run under the influence of various factors. Practical implications: Understanding the aspects examined in the article can help companies/brands adapt their marketing strategies to the needs and values of the identified age group. Generation Z is becoming an important consumer group, and its preferences and values will shape the future of marketing. Social implications: The research results may inspire and sensitize advertising creators and their recipients to the need to respect everyone, regardless of age, appearance, gender or sexual orientation, as well as to the need to listen empathetically to social needs. Inclusiveness is a key trend and understanding how it is perceived by the young generation can contribute to more effective communication with society. Originality/value: The approach to the meaning and value of inclusive advertising presented in the article organizes this area and identifies opportunities to better use the potential of knowledge in this area in practice.

3

Authenticity as brand management tool in social media

Chmiel Magda, Korneta Paweł

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2025

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z. 225

71--84

EN

Purpose: The aim of this article is to define how marketing practitioners understand, design and apply an authenticity strategy in brand communications on social media Design/methodology/approach: The study is exploratory and qualitative in nature and was based on conducting 15 individual in-depth interviews (IDI) with communication and marketing managers representing various industries. The data was subjected to thematic analysis using an inductive approach. Findings: The survey results indicate that authenticity is perceived as a strategically constructed narrative, the implementation of which is subject to institutional constraints. Respondents point to the need to adapt forms of authenticity to the characteristics of platforms (e.g., TikTok vs. LinkedIn) and to the presence of tensions between the need for sincerity and image control. Research limitations/implications: The study is exploratory and qualitative in nature and is based on qualitative analysis of in-depth interviews with a limited, purposively selected sample of 15 respondents, so the results cannot be generalized. Furthermore, the dynamic nature of social media means that the results must be interpreted in relation to a specific moment in time - changing platform trends or cultural expectations may influence the redefinition of authenticity practices in the coming years. Practical Social implications: The results of the study provide a number of practical tips for those responsible for communication strategy and brand management in the digital environment. Authenticity requires planning and competence, not improvisation - effective authenticity management is not about spontaneity, but about skillfully constructing a message that meets cultural and platform norms while maintaining credibility. Originality/value: This article brings a new perspective to authenticity research by focusing on the perceptions of practitioners responsible for social media communication. The research identifies how they understand and implement the authenticity strategy and what practical tensions between strategic communication and the perception of authenticity they manage in this area.

4

Analiza i ocena zjawiska greenwashingu na rynku polskim ze szczególnym uwzględnieniem sektora spożywczego

Dąbrowska Natalia, Rolewicz-Kalińska Anna, Lelicińska-Serafin Krystyna

Gaz, Woda i Technika Sanitarna

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2025

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Nr 12

29-34

PL

Celem niniejszego artykułu jest analiza zjawiska greenwashingu w kontekście współczesnej gospodarki, ze szczególnym uwzględnieniem sektora spożywczego. Greenwashing, rozumiany jako forma manipulacji marketingowej, polegającej na prezentowaniuproduktów, usług lub działań przedsiębiorstw jako bardziej przyjaznych środowisku niż są w rzeczywistości, jest wyzwaniem dla konsumentów, regulatorów i podmiotów faktycznie wdrażających strategie zrównoważonego rozwoju. Omówiono definicję i istotę zjawiska, przedstawiono klasyfikację tzw. „grzechów greenwashingu” oraz wskazano na jego występowanie w różnych branżach gospodarki. Szczególną uwagę poświęcono sektorowi spożywczemu, który ze względu na skalę produkcji i intensywne oddziaływanie na środowisko jest obszarem szczególnie podatnym na stosowanie praktyk wprowadzających w błąd. Analiza przypadków wybranych przedsiębiorstw ujawniła szerokie spektrum technik greenwashingu: od nadużywania nieprecyzyjnych określeń, przez stosowanie pseudocertyfikatów i zielonej estetyki opakowań, po selektywne eksponowanie elementów narracji ekologicznej, przy jednoczesnym pomijaniu znaczących aspektów cyklu życia produktu. W artykule podkreślono także luki regulacyjne w prawie polskim i unijnym oraz ograniczoną skuteczność już istniejących mechanizmów prawnych i samoregulacyjnych. Zaproponowano również rekomendacje obejmujące edukację konsumentów, transparentne raportowanie ESG, wzmocnienie certyfikacji środowiskowej, a także skuteczniejsze egzekwowanie prawa na poziomie krajowym i unijnym. Wnioski wskazują, że ograniczenie greenwashingu jest niezbędnym warunkiem odbudowy zaufania konsumentów, podniesienia konkurencyjności przedsiębiorstw rzeczywiście realizujących cele środowiskowe oraz przyspieszenia zielonej transformacji gospodarki.

EN

The aim of this article is to analyze the phenomenon of greenwashing in the context of the modern economy, with particular emphasis on the food sector. Greenwashing, understood as a form of marketing manipulation that presents products, services, or corporate activities as more environmentally friendly than they truly are, poses a challenge for consumers, regulators, and entities genuinely implementing sustainable development strategies. The first part of the study discusses the definition and essence of greenwashing, presents the classification of the so-called “sins of greenwashing,” and indicates its occurrence across various industries. Special attention is given to the food sector, which, due to its scale of production and intensive environmental impact, is particularly vulnerable to misleading practices. The case study analysis of selected companies revealed a wide range of greenwashing techniques: from the misuse of vague terms, through the application of pseudo-certifications and green packaging aesthetics, to the selective highlighting of ecological narratives while omitting significant aspects of the product life cycle. The article also highlights regulatory gaps in Polish and EU law, as well as the limited effectiveness of existing legal and self-regulatory mechanisms. The concluding section presents recommendations including consumer education, transparent ESG reporting, strengthening environmental certification, and more effective enforcement of legislation at both national and EU levels. The findings suggest that limiting greenwashing is a necessary condition for rebuilding consumer trust, increasing the competitiveness of enterprises genuinely pursuing environmental objectives, and accelerating the green transformation of the economy.

5

Implementation of the sustainable development principles of the L’Oréal Paris products in marketing communication in Europe

Zielińska-Chmielewska Anna, Malinowska Paulina, Otto Ilona M.

Economics and Environment

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2025

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No. 2

art. no. 996

EN

The aim of the article is to assess the level of implementation of the sustainable development principles of the L'Oréal Paris cosmetic products in marketing communication in Europe. L’Oréal relies on two complementary dimensions: transforming the company towards an increasingly sustainable business model and contributing to solving social and environmental challenges. First, a detailed financial-economic situation of L'Oréal Paris was performed. This was followed by a content analysis of the communications available on the Polish, French and German brand websites and the company's Facebook, Instagram and YouTube profiles in order to assess seven stages of a cosmetic product's life cycle. The article consists of a theoretical and a practical part. The theoretical part uses methods of analysis, synthesis, comparison and graphical presentation of data. The practical part uses quantitative and qualitative methods. The article outlines future research direction towards continuous and clear communication between L'Oréal Paris and consumers on the level of implementation of sustainable development.

PL

Celem artykułu jest ocena poziomu wdrożenia zasad zrównoważonego rozwoju produktów kosmetycznych L’Oréal Paris w komunikacji marketingowej w Europie. Aktywność L’Oréal opiera się na dwóch uzupełniających się wymiarach: transformacji firmy w kierunku coraz bardziej zrównoważonego modelu biznesowego oraz rozwiązywaniu wyzwań społecznych i środowiskowych. Na wstępie dokonano szczegółowej analizy ekonomiczno-finansowej L’Oréal. Następnie przeprowadzono analizę treści komunikatów dostępnych na polskiej, francuskiej i niemieckiej stronie internetowej marki oraz profilach firmowych na Facebooku, Instagramie i YouTube pod kątem wdrożenia zasad zrównoważonego rozwoju w postaci oceny siedmiu etapów cyklu życia produktu kosmetycznego. W części teoretycznej wykorzystano metody analizy, syntezy, porównania i graficznej prezentacji danych. W części praktycznej zastosowano metody ilościowe i jakościowe. Artykuł nakreśla przyszły kierunek badań w kierunku ciągłej i jasnej komunikacji L’Oréal Paris z konsumentami na poziomie wdrażania zrównoważonego rozwoju.

6

The possibilities of using artificial intelligence in advertising: theory and practice

Bajak Maria, Spendel Łukasz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 197

9--23

EN

Purpose: The overall aim of the presented paper was to identify the main areas of application of artificial intelligence in advertising activities. Design/methodology/approach: In order to realise the objectives of this paper, it was decided to use two research methods: bibliometric analysis and a multiple case study. First, a quantitative analysis of the resources of the Scopus and Web of Science databases was carried out, which was used to isolate the main research areas concerning the application of artificial intelligence in advertising. Next, examples of advertisements from the business world that use artificial intelligence were searched for and assigned to each research area. In the final phase, the case studies were related to the results of a qualitative analysis of the literature exported during bibliometric research. Findings: With capabilities such as analysing, automating, creating and optimising, AI systems can have a variety of applications in advertising. In particular, they are used to monitor trends, targeting, behavioural prediction, personalisation, creation, audience interaction and engagement. Research limitations/implications: The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. Practical implications: The conclusions of the study can serve to better understand the relevance of artificial intelligence for the advertising industry and the practical possibilities of its use. The results of the study can be used both in market practice and as inspiration for further research in this area. Originality/value: The article demonstrates the specificity of artificial intelligence in relation to promotion. The research uses examples from business practice.

7

Social networking as a communication tool for public transport companies in voivodship cities

Woźniakowski Mariusz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 194

649--661

EN

Purpose: The aim of this article is to present the changes in the use and basic advantages of social networks in the communication of public transport companies in voivodship cities. Design/methodology/approach: The study carried out consisted of analysing the content of the official websites belonging to the selected public transport service companies in order to see how the information on the social networks used (location of plug-ins) is shared, and a review of the active profiles on these sites was carried out to diagnose what content is published. The survey was conducted in October 2023. The results were cross-referenced with the corresponding survey carried out in 2017. Findings: The survey showed that of the 24 companies analysed from 18 cities, 20 use at least one of the social networks. The most common is Facebook - 19 companies have a profile, followed by YouTube - 9, Instagram - 7 and Twitter 5. 2 companies have profiles on 4 sites at the same time, 4 on 3 sites, 11 have 3 official profiles on different social networks, another 7 companies have 2 each and also 7 have one each. In the case of 4 entities, no profiles were found on social networks. The content, frequency and timeliness of publications on the profiles vary. Research limitations/implications: Social networks that were less popular at the time of writing (e.g. TikTok - official profiles were identified in 2 cases among the companies surveyed) were not included in the study. The objectives of the communication strategies of the individual entities are not known. This may be part of further research through in-depth interviews with those responsible for promoting the companies. It may also be possible to extend the research to other operators (e.g. inter-municipal, railway, smaller cities, etc.) and among the target audiences of the communication activities in particular services. Practical implications: On the basis of the author's audit of the communication activities of public transport companies on social networks, this article suggests that the use of social media is an appropriate tactic in the communication of companies (including municipal companies), both in the promotional dimension externally and in communication with citizens - service users, due to the participatory, interactive and open nature of social media. Originality/value: The publication presents the results of research carried out on the basis of the author's audit of the activity of the public transport companies from the voivodship's cities in the social media.

8

Exploring literature on the acceptance and applications of QR codes from marketing and consumers perspective: a systematic analysis

Jerzyk Ewa

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 195

231--248

EN

Purpose: In recent years, two-dimensional bar codes, most commonly found in the form of QR (Quick Response) codes, have become widespread. They are used to encode various information that can be read by smartphones, tablets and other electronic devices. The codes can convey information, at the same time triggering certain consumer reactions and behaviours. Despite the increasing use at the time of the pandemic, successful applications in promotional campaigns and a number of benefits for broadening the awareness of products labelled with them, the number of studies on QR codes is unsatisfactory. Adopting a micro-perspective of the consumer and marketing, a review of studies that address QR codes was conducted. The aim of the paper is to present publications and evaluate the current state of research relating to the acceptance and use of QR codes from the perspective of the consumer and marketing, and to identify future recommended lines of research. Design/methodology/approach: In this study, a systematic review of studies based on two academic publication databases (WoS and Scopus). Findings: Four main strands of research on QR codes from the consumers perspective were demonstrated: the acceptance of the new communication technology, the impact of the codes on the purchase decision process, their usefulness from the perspective of specific consumer needs, and the appearance and design of the codes. It can be expected that future research will focus on more specific issues, such as the acceptance of QR code technology in specific categories of products and services, including public services, representing a higher level of social trust, which is important in consumer optics. What is important in consumer behaviour are values, including environmental ones (buying environmentally friendly products, willingness to make sacrifices to protect the environment, and awareness of the consequences of consuming unsustainable products). They have so far been neglected in research and are an increasingly important motivation for consumers’ information-seeking behaviours through QR scanning. Originality/value: The findings gathered by the researchers on consumer behaviour toward QR codes can be useful in planning marketing and promotional strategies aimed at sustainable development and responsible consumption. They also serve theoretical and methodological development.

9

The management of hospital marketing communication

Gabryšová Marie, Ciechomski Wiesław

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 173

179--193

EN

Purpose: To verify how and with what instruments hospital managements handle marketing communication. An important aspect of the analyses is a diagnosis of hospitals’ promotional activities addressed to external and internal stakeholders, the purpose of which is to create appropriate relationships with patients and the socio-economic environment, and to build a favourable image of the medical establishment. Design/methodology/approach: The research included a study of specialist literature in the field of marketing in healthcare facilities and the execution of two individual in-depth interviews (IDI) with Dr. Radek Neuwirth, director of the Agel Třinec-Podlesí cardiology hospital operating in the border areas of Těšín Silesia in the Czech Republic, and Ms. Monika Kubalíková, PhD., who is the quality manager at this hospital. Findings: The marketing communication of hospitals has a multi-faceted nature. It can be evaluated not only from the perspective of providing information to current and future patients, but also from the point of view of the effectiveness and efficiency of promotional activities. In the long run, the competition for a favourable position in the market of medical services and for the limited financial resources of customers will be won by those hospitals which not only provide a higher standard of medical services, but which are also able to efficiently communicate with entities from the socio-economic environment. A particularly important role in this regard is played by the managerial competences of hospital executives and the optimal selection of the forms and tools of marketing communication. Research limitations/implications: In the future, it would be worthwhile to repeat the research among both actual and potential patients of specialist hospitals as well as representatives of other stakeholder groups. Practical implications: The effective management of a hospital’s marketing communications provides many benefits in terms of their corporate image, which leads to market and financial advantages. The models for the optimal communication between a hospital and the public are constantly evolving, with the main emphasis now being on the growing importance of social media and inbound marketing. Originality/value: The results of the analyses have cognitive and pragmatic value, especially in the context of the implementation of hospitals’ marketing communications with stakeholders.

10

Marketing communication of modern enterprises in the era of digital economy

Tarapata Jolanta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 174

355--370

EN

Purpose: The purpose of the study is to present the digital nature of the marketing communications of companies located in Poland by determining the digital-based activities they undertake in their marketing communications with stakeholders. The study assumes that the digital nature of their marketing communications is determined by their business profile, form of ownership, ownership capital and the number of employees they employ. Design/methodology/approach: The survey was conducted on a sample of 225 enterprises in July-September 2020 throughout Poland (16 provinces). The sample selection was stratified and random. The method used in the study was a diagnostic survey. Findings: The survey results show that a sizable percentage of companies located in Poland have some catching up to do in basic digital functions in the area of stakeholder communication. On the other hand, enterprises using digital solutions in marketing communications boast a fair amount of diversity in them, making the integration of digital instruments and solutions a feature. The undertaking of selected marketing activities by organizations is determined by various attributes of the organization, i.e. business profile, form of ownership, especially their size and ownership capital. Research limitations/implications: The results of the survey call for a broader and more in-depth analysis of the digital activity of modern enterprises in the area of marketing communications. This includes, first and foremost, learning about the determinants of the deficiencies manifested by a sizable percentage of companies in this area, which would make it possible, perhaps, to remove the barriers to these companies becoming more digital in the area of communication with stakeholders. Practical implications: The results of the research prove that among the surveyed attributes of organizations, it is the form of ownership and size of the enterprise that most differentiates them in terms of the digital solutions used in marketing communications. Sole proprietorships are less likely to use such solutions than partnerships and limited liability companies, and companies employing between 10 and 49 people are less likely to use such solutions than medium-sized and large companies. They are the ones that should accelerate the implementation of digital solutions in marketing activities first. This would require building a management culture conducive to change and based on an understanding of the role of new technologies, which are now becoming a guarantor of their success. Social implications: Better understanding of the business impact of digital marketing tools. Originality/value: The article is primarily of cognitive value, emphasizing the importance of digital solutions used in marketing communications by modern companies. Consequently, it can be an element that stimulates the management of modern organizations to seek and apply marketing instruments using the latest digital solutions to reach specific groups of stakeholders.

11

Evolution of the use of social media by the local governments of the Lodzkie voivodship

Woźniakowski Mariusz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

|

z. 174

417--430

EN

Purpose: The aim of the article is to present changes in the use and basic advantages of social networks in communication of local government units on the example of cities in the Lodz voivodeship. Design/methodology/approach: The study consisted in analysing the content of the official websites belonging to the local governments of the individual cities of the Łódzkie Voivodeship in order to see how information on the social networks used (location of plug-ins) is made available and a review of active profiles on these sites was carried out in order to diagnose what content is published. The survey was conducted in December 2022. The results were cross¬referenced with the corresponding survey carried out in 2019 and 2020. Translated with www.DeepL.com/Translator (free version). Findings: The study showed that out of the 44 cities analysed in the Łódzkie Voivodship, 42 use at least one social networking site. The most common is Facebook - 42 cities have a profile, followed by YouTube - 25, Instagram - 14 and Twitter 7. 3 cities have profiles on 4 sites at the same time, 11 have 3 official profiles on different social networking sites, while another 15 cities have 2 and 13 have one each. For 2 cities, no profiles were found on social networks. The content and frequency of publication on the profiles varies. Translated with www.DeepL.com/Translator (free version). Research limitations/implications: The study did not take into consideration social networks which were less popular at the time of writing (e.g. TikTok - among the cities surveyed, only Łódź has an official profile there). The objectives of the communication activities of individual cities are not known. This may be part of further research through in-depth interviews with those responsible for promoting the cities. It is also possible to extend the research to cities of other voivodships and among the target recipients of communication activities in particular sites. Practical implications: On the basis of the author's audit of the communication activity of cities in the Łódzkie Voivodship on social networking sites, this article suggests that the use of social media is an appropriate tactic in cities' communication, both in the external promotional dimension and in communication with citizens due to the participatory, interactive and open nature of social media. Originality/value: The publication presents the results of research carried out on the basis of the author's audit of the activity of the cities of the Lodz voivodship in the social media.

12

Marketing cyfrowy w branży surowcowej – Case Study

Kowal Barbara, Świątek Iga

Inżynieria Mineralna

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2023

|

no. 1

321--325

PL

Działania podejmowane przez obecnie działające przedsiębiorstwa w ramach marketingu cyfrowego stają się coraz bardziej ich codziennością. Od czasu pandemii stanowią główną formę kontaktu z klientem, dlatego są tak niezmiernie ważne w działalności każdego przedsiębiorstwa. Niniejszy artykuł przedstawia przeprowadzoną analizę działań marketingowych prowadzonych przez wybrane pięć przedsiębiorstw surowcowych w zakresie marketingu cyfrowego. Badania objęły strony internetowe oraz aktywności analizowanych przedsiębiorstw w mediach społecznościowych. Pokazały jakie działania są podejmowane przez przedsiębiorstwa, czy osiągają one wysoki poziom zaangażowania odbiorców na portalach, na których istnieją oraz co należałoby zrobić, aby wykorzystanie marketingu cyfrowego było skuteczniejsze.

EN

Activities undertaken by currently operating enterprises as part of digital marketing are becoming more and more their daily routine. Since the pandemic, they have been the main form of contact with the client, which is why they are so important in the operation of every company. This article presents an analysis of marketing activities carried out by five selected raw materials companies in the field of digital marketing. The research covered websites and activities of the analyzed enterprises in social media. They showed what actions are taken by enterprises, whether they achieve a high level of audience involvement on the portals where they exist and what should be done to make the use of digital marketing more effective.

13

Modern technological means used by modern companies in marketing communication

Tarapata Jolanta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

|

z. 159

437--448

EN

Purpose: The purpose of the study is to identify the marketing tools most often used in communication with stakeholders by enterprises located in Poland, with different business profiles, different forms of ownership, differing in ownership capital and number of employees, to show the frequency of their use of modern tools in marketing communication and to determine their position in relation to traditional tools. In addition, to present significant differences between enterprises with the mentioned attributes in the frequency of their use of instruments. Design/methodology/approach: The survey was conducted on a random sample of 225 enterprises in July-September 2020 throughout Poland (16 provinces). The method used in the study was a diagnostic survey. Findings: The results of the research prove that an important feature of marketing communications of modern enterprises is the integration of promotional instruments and activities. Tools based on new technologies are gaining popularity, but they are not displacing traditional tools. The frequency with which organizations use selected marketing tools is determined by various attributes of the organization, i.e. the business profile and size of the organization, especially the ownership capital. Research limitations/implications: The results of the survey prompt a broader and more in-depth analysis of the marketing activities of modern companies in the context of the marketing tools they use. This primarily concerns the determination of the recipients of marketing messages, the frequency of communication with them through selected instruments. Practical implications: The survey results show that foreign-owned companies are using more traditional and new marketing communication instruments. Therefore, companies with Polish capital need to accelerate the integration of promotional instruments and activities in the activity. Originality/value: The article is primarily of cognitive value, emphasizing the importance of modern technologies in the marketing activities of enterprises. Consequently, it can be an element that stimulates the management of modern organizations to seek and apply marketing instruments using the latest technological solutions to reach specific groups of stakeholders.

14

Identification of areas for optimising marketing communications via AI systems

Bajak Maria, Majerczyk Paweł

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

|

z. 160

25--38

EN

Purpose: The main objective of this article is to identify areas for optimizing marketing communication via artificial intelligence solutions. Design/methodology/approach: In order to realise the assumptions made, an analysis and evaluation of exemplary implementations of AI systems in marketing communications was carried out. For the purpose of achieving the research objective, it was decided to choose the case study method. As part of the discussion, the considerations on the use of AI undertaken in world literature were analysed, as well as the analysis of three different practical projects. Findings: AI can contribute to the optimisation and personalisation of communication with the customer. Its application generates multifaceted benefits for both sides of the market exchange. Achieving them, however, requires a good understanding of this technology and the precise setting of objectives for its implementation. Research limitations/implications: The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. Practical implications: The conclusions of the study can serve to better understand the benefits of using artificial intelligence in communication with the consumer. The results of the research can be used both in market practice and also serve as an inspiration for further studies of this topic. Originality/value: The article reveals the specifics of artificial intelligence in relation to business activities and, in particular, communication with the buyer. The research used examples from business practice.

15

Social media in the communication between the cities of the Łódź Voivodeship and stakeholders during the Covid-19 pandemic

Woźniakowski Mariusz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2021

|

z. 152

233--244

EN

Purpose: The aim of this article is to present the basic values of social media in the communication between local government units during the Covid-19 pandemic on the example of the cities in the Łódź voivodeship. Design/methodology/approach: The research carried out consisted in analyzing the contents of official websites run by the local governments of individual cities of the Łódź Voivodeship in order to check how information about the social networks used (plugin locations) is made available. The active profiles on these websites were reviewed in order to diagnose what content is published. The study was conducted in September 2020. The results were compared to a similar study carried out a year earlier. Findings: The study has shown that out of 44 analyzed cities in the Łódź Voivodeship, 40 use at least one of the social networking sites. Most often, it is Facebook – 40 cities have their own profile, then YouTube – 19, Instagram and Twitter – 7 each. Nine cities have 3 official profiles on various social networks simultaneously, and another 15 cities – 2. No profiles on social networks were found for 5 cities. With regard to the duration of the Covid-19 pandemic, all cities that have actively used social media, have shared content related to the situation mainly through Facebook. Research limitations/implications: The study did not take into account social networks that were less popular at the time of writing the article (e.g. TikTok, GoldenLine, Pinterest). The objectives of the communication activities of individual cities are unknown. This can be part of further research through in-depth interviews with those promoting their respective cities. It is also possible to extend the research to cities from other voivodeships. Practical implications: Based on the author’s audit of the communication activity of the cities in the Łódź Voivodeship on social networks, this article suggests that the use of social media is an appropriate tactic in city communication, both in terms of promotion and communication in crisis conditions, due to the participatory, interactive, open, and transparent nature of social media. Originality/value: The publication presents the results of research carried out on the basis of the author’s audit of the activity of the cities of the Łódź voivodeship in the social media.

16

Komunikacja marketingowa jednostek naukowych w kontekście współpracy z producentami środków smarowych w Polsce

Niemiec Piotr

Zeszyty Naukowe Politechniki Poznańskiej. Organizacja i Zarządzanie

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2020

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Nr 82

199--214

PL

Jedną z grup interesariuszy jednostek naukowych są firmy będące producentami środków smarowych w Polsce. Warunkiem efektywnej współpracy jednostek naukowych z tą grupą interesariuszy jest podtrzymywanie procesu komunikacji marketingowej z wykorzystaniem właściwie dobranego spektrum narzędzi komunikacyjnych. Celem artykułu jest rozpoznanie opinii i preferencji firm będących producentami środków smarowych w Polsce wobec komunikacji marketingowej z polskimi jednostkami naukowymi. W artykule przedstawiono wyniki badań przeprowadzonych w II kwartale 2020 roku metodą ankietową wśród firm będących producentami środków smarowych w Polsce. W wyniku badań przeprowadzonych wśród 21 z 32 zidentyfikowanych producentów środków smarowych w Polsce stwierdzono m.in., że ponad połowa ankietowanych firm utrzymuje sporadyczne kontakty z jednostkami naukowymi lub nie utrzymuje ich wcale. Producenci środków smarowych w Polsce postrzegają jednostki naukowe przede wszystkim jako zewnętrzne laboratoria analityczne, a dopiero w dalszej kolejności jako dostawców technologii. Żadna z ankietowanych firm nie oceniła stopnia wykorzystania przez jednostki naukowe narzędzi komunikacji marketingowej jako wysokiego albo bardzo wysokiego. Jako preferowane narzędzia komunikacji z jednostkami naukowymi respondenci wskazali korespondencję elektroniczną i spotkania bezpośrednie. Uzyskane wyniki posłużyły do sformułowania rekomendacji dla działań jednostek naukowych w obszarze komunikacji marketingowej z tą grupą interesariuszy.

EN

One of the groups of stakeholders of scientific institutions are lubricants manufacturers in Poland. The effective cooperation of scientific institutions with this group of stakeholders is possible only if the marketing communication process is constantly improved with the use of a properly selected range of marketing communication tools. The aim of this article is to identify the views and preferences of companies which are lubricants manufacturers in Poland towards marketing communication with Polish scientific institutions. This article presents the results of surveys carried out in the second quarter of 2020 in companies which are lubricants manufacturers in Poland. The results of the studies conducted among 21 out of 32 identified lubricant manufacturers in Poland state, among others, that over half of the surveyed companies have sporadic contacts with scientific institutions or do not have any contacts at all. Lubricants manufacturers in Poland perceive scientific institutions primarily as external analytical laboratories and only later as technology suppliers. None of the surveyed companies assessed the degree of use of marketing communication tools by scientific institutions as being high or very high. Respondents named electronic correspondence and face-to-face meetings as the preferred tools for communication with scientific institutions. The obtained results were used to formulate recommendations for actions of scientific institutions in the area of marketing communication with this group of stakeholders.

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Dermocosmetic packaging as an instrument of marketing communication

Malinowska Paulina

Zeszyty Naukowe Politechniki Poznańskiej. Organizacja i Zarządzanie

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2020

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Nr 82

159--171

EN

The aim of the study was to identify and assess of importance of the information placed on unit packaging of dermocosmetics, which are perceived and analysed by consumers during the purchase process. A direct personal interview survey covered a group of female consumers making regular purchases of dermocosmetic products. The survey has revealed that dermocosmetic packaging is an essential medium of information on the packed product for respondents. For female respondents, key information placed on the dermocosmetics’ packaging includes: purpose of the product, description of its cosmetic action, expiry date/PAO, use instructions, declared active ingredients, and “free-from” declarations. Less important is the following information: on conducted tests of dermocosmetics, brand, manufacturer, product name, product weight, detailed product composition (ingredients), recommendation of independent institutes and promotional information. The least important are: pro-quality and ecological information, country of origin, information on packaging material, as well as the manufacturer's website and info line. Correct adjustment of markings placed by the manufacturers is necessary if they want to effectively use the dermocosmetics’ packaging as a medium of information in marketing communication.

PL

Celem pracy była identyfikacja i ocena znaczenia informacji zamieszczonych na jednostkowych opakowaniach dermokosmetyków, które są postrzegane i analizowane przez konsumentów w procesie zakupu. Przeprowadzono bezpośrednie indywidualne wywiady kwestionariuszowe wśród konsumentek deklarujących regularne zakupy dermokosmetyków w aptekach. Badanie wykazało, że dla respondentek opakowanie jest istotnym nośnikiem informacji o zawartym w nim dermokosmetyku. Kluczowymi informacjami analizowanymi przez konsumentki są: przeznaczenie produktu, opis jego działania, termin jego trwałości, instrukcja użytkowania, deklarowane składniki aktywne oraz deklaracje o braku niektórych składników. Mniejsze znaczenie dla konsumentek mają informacje o przeprowadzonych badaniach dermokosmetyków, marce, producencie, nazwie produktu, jego wadze, szczegółowym składzie chemicznym produktu (INCI – Ingredients), rekomendacjach niezależnych instytutów oraz informacje promocyjne. Najmniej ważne dla konsumentek są informacje projakościowe i ekologiczne, jak również te dotyczące kraju pochodzenia, materiału opakowania czy strony internetowej i infolinii producenta. W celu skutecznego wykorzystania opakowania jako medium informacji w komunikacji marketingowej dermokosmetyków konieczna jest właściwa korekta oznaczeń i informacji umieszczanych przez producentów.

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Social media used by local governments of the Lodz voivodeship

Woźniakowski Mariusz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2020

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z. 146

533--542

EN

Purpose: The purpose of the article is to present the assumptions of social media and their values in the communication of local government units on the example of cities in the Lodz region. Design/methodology/approach: The conducted study consisted in analyzing the content of official websites belonging to local governments of individual cities of the Lodz voivodship to see how information about social networking sites used (plug-in location) and the profiles themselves in these media are communicated in order to check what and how is published. The survey was carried out in October 2019. Findings: The study showed that out of the 44 cities analyzed in the Łódź Voivodeship 37 use at least one of the social networking sites. Most often it is Facebook - 36 cities have their profile, then YouTube – 19, Instagram – 7 and Twitter – 6. 9 cities have 3 official profiles on different websites at the same time, and another 13 cities – 2 each. For 7 cities, no profiles were found on social networking sites. Research limitations/implications: The study did not include less popular social networking sites (e.g. TikTok, GoldenLine, Pinterest). The goals of communication activities by the promotion offices of individual cities are unknown. This can be part of further research through in-depth interviews with people responsible for promoting cities. Possible extension of research to cities of other provinces. Practical implications: Based on the author's audit of the communication activity of the cities of the region on social networking sites, this article suggests that the use of social media is an appropriate tactic in promoting cities due to the participative, interactive, open and transparent nature of social media. Originality/value: The publication presents the results of research carried out on the basis of the author's audit of the activity of the cities of the Lodz voivodship in the social media.

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Marketing communication with stakeholders at the minicipal offices in the Kuyavian-Pomeranian voivodeship

Andruszkiewicz Krzysztof, Schulz Maciej

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2020

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z. 146

9--20

EN

The main goal of this study is to present the essence and the importance of marketing communication in the functioning of local governments. Design/methodology/approach: The study incorporates the results of a study on various aspects related to marketing management in the municipalities of the Kuyavian-Pomeranian Voivodeship. As part of the study, specific marketing communication activities that were used by local governments in the Kuyavian-Pomeranian Voivodeship over the past 5 years have been identified. The subject of the assessment were consisted in those marketing communication methods that are used by local governments, due to the specificity of the activities carried out by municipalities. Findings: The results of the study indicate that many local governments representing large urban or urban-rural municipalities underestimate the importance of the activities that can be undertaken in this regard. Vast majority of the local governments covered by the study only use individual marketing communication tools, limiting themselves to advertising, public relations or personal promotion activities. Practical implications: The results of the study allowed identification of a different solutions, which are characteristic for municipalities in the Kuyavian-Pomeranian Voivodeship, that can be used by other local governments in Poland. Social implications: The paper indicates on many useful solutions, that are related to the training of the officials in the methods and tools used for creation of proper relations with the stakeholders. Originality/value: This paper presents selected results of the study on various aspects associated with marketing management in the municipalities of the Kuyavian-Pomeranian Voivodeship. One of the research objectives was to identify and evaluate the marketing communication activities that have been undertaken by the municipal offices in the Kuyavian-Pomeranian Voivodship over the past 5 years.

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Ekoprojektowanie oraz polityka informacyjna jako elementy jakości środowiskowej opakowania

Karwowska Joanna

Przegląd Papierniczy

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2020

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R. 76, nr 3

164--167

PL

W artykule przedstawiono dwa podstawowe wymogi stawiane produktom i ich elementom, takim jak opakowania, w kontekście jakości środowiskowej. Są to projektowanie zgodne z zasadami ochrony środowiska oraz właściwa komunikacja marketingowa w tym zakresie. Wskazano, iż elementy informacji, przekładające się na praktyczną realizację recyklingu są nie mniej istotne niż sama przydatność do ponownego użycia. Podkreślono, że dopasowanie komunikatu do możliwości percepcyjnych nabywcy jest odpowiedzialnością producenta.

EN

The text presents two basic requirements for the product and its components, such as packaging, in the context of environmental quality. These are design compliant with the principles of environmental protection and appropriate marketing communication in this area. It was pointed out that the information elements that affect the practical implementation of recycling are no less important than the re-usability alone. It was emphasized that matching the message to the buyer’s perceptive capabilities is the producer’s responsibility.