A significant managerial challenge of online marketing in gastronomic sector during the COVID-19 pandemic

• Autorzy: Nadanyiova Margareta , Gajanova Lubica , Majerova Jana

Identyfikatory

DOI

10.17512/pjms.2023.27.1.15

Warianty tytułu

PL

Istotne wyzwanie menedżerskie marketingu online w sektorze gastronomicznym podczas pandemii COVID-19

• Języki publikacji: EN

Abstrakty

EN

The popularity of online marketing has increased mainly due to several restrictions that affected businesses during the COVID-19 pandemic. The increase in popularity is also associated with the possibility of addressing multiple target groups of consumers, a key source of income for businesses during the pandemic, thanks to which they survived. Despite the increased popularity and use of online marketing, it can still offer new and innovative solutions, so its potential is far from exhausted. The main aim of the paper is to determine the perception of online marketing in restaurants during the COVID-19 pandemic by Slovak consumers. The secondary data sources were scientific research, annual reports of companies, statistical databases and professional publications. A questionnaire survey was conducted to find out the perception of online marketing during the COVID-19 pandemic from the perspective of Slovak consumers. General scientific methods were used for data processing, and mathematical and statistical methods in evaluating data from the survey. To achieve the paper's main goal, research hypotheses were formulated and subsequently verified based on the theoretical background and survey results. Based on the findings of the research, it is obvious that most Slovak consumers perceived the increased use of online marketing communication in restaurants during the COVID-19 pandemic positively, and they increased the intensity of online shopping in restaurants. Finally, managerial implications of online marketing are indicated based on the analysis and questionnaire survey results.

PL

Popularność marketingu internetowego wzrosła głównie z powodu kilku ograniczeń, które dotknęły przedsiębiorstwa podczas pandemii COVID-19. Wzrost popularności wiąże się również z możliwością dotarcia do wielu grup docelowych konsumentów, co było kluczowym źródłem dochodu dla firm podczas pandemii, dzięki czemu przetrwały. Pomimo wzrostu popularności i wykorzystania marketingu internetowego, wciąż może on oferować nowe i innowacyjne rozwiązania, więc jego potencjał jest daleki od wyczerpania. Głównym celem artykułu jest określenie postrzegania marketingu internetowego w restauracjach podczas pandemii COVID-19 przez słowackich konsumentów. Źródłami danych wtórnych były badania naukowe, raporty roczne firm, bazy danych statystycznych i publikacje branżowe. Przeprowadzono badanie ankietowe w celu poznania postrzegania marketingu internetowego podczas pandemii COVID-19 z perspektywy słowackich konsumentów. Do przetwarzania danych wykorzystano ogólne metody naukowe, a do oceny danych z badania - metody matematyczne i statystyczne. Aby osiągnąć główny cel artykułu, sformułowano hipotezy badawcze, a następnie zweryfikowano je w oparciu o podstawy teoretyczne i wyniki ankiety. Na podstawie wyników badań można stwierdzić, że większość słowackich konsumentów pozytywnie postrzega zwiększone wykorzystanie komunikacji marketingowej online w restauracjach podczas pandemii COVID-19 i zwiększyła intensywność zakupów online w restauracjach. Wreszcie, na podstawie analizy i wyników ankiety określono implikacje menedżerskie marketingu online.

Słowa kluczowe

EN

online marketing; pandemic COVID-19; restaurant; consumer

PL

marketing online; pandemia COVID-19; restauracja; konsument

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2023
• Tom: Vol. 27, No. 1
• Strony: 258--274
• Opis fizyczny: Bibliogr. 40 poz., tab.

Twórcy

autor

Nadanyiova Margareta

• AMBIS University, Department of Economics and Management, Czech Republic

• https://orcid.org/0000-0002-4379-6972

autor

Gajanova Lubica

• University of Zilina, Faculty of Operation and Economics of Transport and Communications, Slovak Republic

• https://orcid.org/0000-0001-9242-5898

autor

Majerova Jana

• AMBIS University, Department of Economics and Management, Czech Republic

• https://orcid.org/0000-0002-9770-2521

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Uwagi

Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).