Anna Zaušková – Communication Today https://communicationtoday.sk Media, marketing, communication Wed, 25 Jun 2025 09:59:36 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.3 https://communicationtoday.sk/wp-content/uploads/cropped-favicon-ct-32x32.png Anna Zaušková – Communication Today https://communicationtoday.sk 32 32 ECOPRODUCTS IN THE DYNAMIC ERA OF DIGITAL COMMUNICATION: A NEUROMARKETING STUDY OF USERS’ EMOTIONAL REACTIONS ON SOCIAL MEDIA https://communicationtoday.sk/ecoproducts-in-the-dynamic-era-of-digital-communication-a-neuromarketing-study-of-users-emotional-reactions-on-social-media/ Sun, 24 Nov 2024 17:25:32 +0000 https://communicationtoday.sk/?p=4605 ABSTRACT:

In the present era, where social media have become a primary tool for interaction between brands and consumers, the importance of emotional reactions triggered by observing public comments is increasingly emphasised. This study analyses how these reactions shape the decision-making process when purchasing eco-friendly products. The aim of this study is to bridge the gap in the analysis of emotional reactions from social media users who are exposed to various unofficial information published on social media while gathering information about eco-products, which can significantly influence their purchasing decisions. The objective is to examine, compare, and evaluate how positive and negative sentiment in user comments affects the perception and value of eco-products amongst other social media users. The findings indicate that posts with positive comments foster increased engagement and a favourable perception of products, while negative comments lead to doubt and frustration. In the neuromarketing experiment, we found that 81.8% of respondents considered the visual design of the eco-product and the ecological brand message attractive, with 63.6% reporting that negative social media comments had a significant impact on their perception of the brand. These results support the hypothesis that emotional reactions to comments are a strong factor in consumer decision-making, suggesting that positive reviews may serve as social proof, while negative comments can cause cognitive dissonance. Through this study, we aim to contribute to a deeper understanding of the dynamics between emotional reactions and the perception of eco-products in the digital communication era, which has significant implications for the marketing strategies of ecological brands.

KEY WORDS:
consumer decision behaviour, eco-products, emotional reactions, neuromarketing, social media, social proof

06_SCEPKOVA_ZAUSKOVA_CT-2-2024Download

DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.2.6

]]> Perception of Data from the Ecological Activities of Companies Using Innovative Communication Tools https://communicationtoday.sk/perception-of-data-from-the-ecological-activities-of-companies-using-innovative-communication-tools/ Tue, 30 Nov 2021 20:30:00 +0000 https://communicationtoday.sk/?p=3851 ABSTRACT:
By increasing the diversity of data from the evolving rebirth of societies to become greener, a need to simplify perception has been created, especially in the area of interactive data visualisation, which helps the user with data interpretation. Therefore, it is important to clarify the main factors of perception and predisposition to effective and clear perception of data. The interconnection of data visualisation, environmental activities and communication tools reinforces the fact that the groundswell is a leading innovative element that needs to be taken into account for the complexity of research. The authors analyse the research of domestic and foreign experts so far, summarise the findings as an ideal basis for their subsequent research and supplementation of expertise across the spectrum in the field of data perception, environmental activities of companies and largely innovative communication tools. They also deal with previous research in the field of effective data perception, environmental activities of companies and the resulting data packages. The study uses balanced methods of qualitative and quantitative research. Qualitative methods are in the form of analysis of the content of previously collected texts and documents, which is unstructured and has an emergent relationship between theory and research. It is also a well-established semantic analysis of conceptual expressions. Within the quantitative methods, representation is in the form of evaluation of the authors’ own survey carried out in Slovak business entities. The dependence between the variables is tested using Cramer’s V. The main goal of the study is to present a proposal for a methodology for displaying data from the environmental activities of businesses using innovative communication tools. Extensive research in the field of data visualisation and findings are formulated into conclusions in order to achieve a professional discussion on the issue. The added value of a scientific study is mainly in the clarification of specific and measurable data resulting in an effective display within the visualisation.

KEY WORDS:
business environment, data, data visualisation, ecological activities, innovative communication tools

07. KUBOVICS et al. – CT 2-2021Download

]]> Innovation in the Slovak Advertising Environment https://communicationtoday.sk/innovation-in-the-slovak-advertising-environment-2/ Sat, 11 Apr 2015 19:57:51 +0000 https://www.communicationtoday.sk/?p=1473 ABSTRACT:
The research study focuses on innovation in the Slovak advertising environment, whereby our primary objective is to present a portion of the results from the completed research and introduce proposed criteria for evaluating innovation in marketing communication and advertising. The first part of the text deals with formulating the problem while the second describes the applied research methodology. In the third chapter, the study presents partial results from the research, with special emphasis on four important elements: the manner in which innovation in marketing communication and advertising is defined, the perspective of the largest Slovak advertising clients with respect to the importance of innovation, the relationship between innovation and effectiveness and determining parameters for evaluating advertising campaigns, from the perspective of advertising agencies and advertising clients. The fourth chapter provides proposals for implementing this knowledge. The recommendations are formulated in accordance with criteria that may be used to evaluate innovation in the advertising business. The study also provides new knowledge related to connecting innovation to marketing communication. As indicated in the first part of the study, this topic has not yet been scientifically examined in the Slovak Republic and as such, the text contributes to expansion of existing theoretical and practical knowledge on the given issues.

KEY WORDS:
innovation, evaluating innovation, Slovak advertising environment, advertising agency, advertising campaign, advertising clients

04_Mendelová_Zaušková_CT-1-2015  Download

]]> Innovation in the Slovak Advertising Environment https://communicationtoday.sk/innovation-in-the-slovak-advertising-environment/ Sat, 11 Apr 2015 19:57:10 +0000 https://www.communicationtoday.sk/?p=1471 ABSTRACT
The research study focuses on innovation in the Slovak advertising environment, whereby our primary objective is to present a portion of the results from the completed research and introduce proposed criteria for evaluating innovation in marketing communication and advertising. The first part of the text deals with formulating the problem while the second describes the applied research methodology. In the third chapter, the study presents partial results from the research, with special emphasis on four important elements: the manner in which innovation in marketing communication and advertising is defined, the perspective of the largest Slovak advertising clients with respect to the importance of innovation, the relationship between innovation and effectiveness and determining parameters for evaluating advertising campaigns, from the perspective of advertising agencies and advertising clients. The fourth chapter provides proposals for implementing this knowledge. The recommendations are formulated in accordance with criteria that may be used to evaluate innovation in the advertising business. The study also provides new knowledge related to connecting innovation to marketing communication. As indicated in the first part of the study, this topic has not yet been scientifically examined in the Slovak Republic and as such, the text contributes to expansion of existing theoretical and practical knowledge on the given issues.

KEY WORDS:
innovation, evaluating innovation, Slovak advertising environment, advertising agency, advertising campaign, advertising clients

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]]> Communication in Knowledge Transfer Management https://communicationtoday.sk/communication-in-knowledge-transfer-management-2/ Wed, 17 Dec 2014 17:17:37 +0000 https://www.communicationtoday.sk/?p=1354 Innovations try to change the status quo, which is why markets resist them! A market’s hostility to innovations becomes stronger when market players are interconnected; each player will switch to a new product or service only when s/he believes others will do so, as well. To be successful, innovators have to realize system-wide switch of their business behavior to create environment, where many would adopt their innovations and believe they are better off because of it. It is feasible only if innovators master the process of knowledge transfer within their innovation activities. More than 50% of promising and good prepared innovation activities fail. Not due to organizations’ weaknesses in technology or organization, but due to their inability to handle properly the social and psychological aspects of processes which deal with the innovation’s solution. Therefore the organization’s executives must fully understand how technologies, people’s competencies, and internal processes in architecture together influence internal communication during the knowledge transfer that leads to the innovation solutions. It is a unifying vision of final innovation’s market launch that gives coherence to the plenty of creative ideas from different sources which gives an organizational sense to the idea exchange during internal communication within the knowledge transfer processes‘ performance. The paper deals with methods that will assure such knowledge transfer’s optimal efficiency.

04_Pitra_Zaušková_CT-2-2014  Download

]]> Communication in Knowledge Transfer Management https://communicationtoday.sk/communication-in-knowledge-transfer-management/ Wed, 17 Dec 2014 17:16:52 +0000 https://www.communicationtoday.sk/?p=1352 Innovations try to change the status quo, which is why markets resist them! A market’s hostility to innovations becomes stronger when market players are interconnected; each player will switch to a new product or service only when s/he believes others will do so, as well. To be successful, innovators have to realize system-wide switch of their business behavior to create environment, where many would adopt their innovations and believe they are better off because of it. It is feasible only if innovators master the process of knowledge transfer within their innovation activities. More than 50% of promising and good prepared innovation activities fail. Not due to organizations’ weaknesses in technology or organization, but due to their inability to handle properly the social and psychological aspects of processes which deal with the innovation’s solution. Therefore the organization’s executives must fully understand how technologies, people’s competencies, and internal processes in architecture together influence internal communication during the knowledge transfer that leads to the innovation solutions. It is a unifying vision of final innovation’s market launch that gives coherence to the plenty of creative ideas from different sources which gives an organizational sense to the idea exchange during internal communication within the knowledge transfer processes‘ performance. The paper deals with methods that will assure such knowledge transfer’s optimal efficiency.

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]]> Vůdcovství v společnosti 21. století https://communicationtoday.sk/vudcovstvi-v-spolecnosti-21-stoleti/ Mon, 17 Feb 2014 09:20:08 +0000 https://www.communicationtoday.sk/?p=643 Each time brings changes in conditions that maintain the stability of social development. The role of the leaders of the society is to respond appropriately to these changes by changing the rules governing its functioning. In the case of large qualitative changes – and just such that are characteristic for the beginning of the 21st century – it means a radical change in society life. It is the task of leadership in the first century of the third millennium. Leadership skills of managers are essential for successful long-term development and of the organization social action (its business) and its long-term prosperity. The paper considers the synergy of management, and leader-ship, we also present new perspectives on the concept and role of leadership in business entities.

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]]> Leadership In The 21st Century Society https://communicationtoday.sk/leadership-in-the-21st-century-society/ Mon, 17 Feb 2014 09:18:53 +0000 https://www.communicationtoday.sk/?p=629 Each time brings changes in conditions that maintain the stability of social development. The role of the leaders of the society is to respond appropriately to these changes by changing the rules governing its functioning. In the case of large qualitative changes – and just such that are characteristic for the beginning of the 21st century – it means a radical change in society life. It is the task of leadership in the first century of the third millennium. Leadership skills of managers are essential for successful long-term development and of the organization social action (its business) and its long-term prosperity. The paper considers the synergy of management, and leader-ship, we also present new perspectives on the concept and role of leadership in business entities.

04_Pitra_Zaušková_CT-2-2013  Download

]]> Klastre – nástroj pre zvyšovanie inovačnej výkonnosti a konkurencieschopnosti regiónov https://communicationtoday.sk/klastre-nastroj-pre-zvysovanie-inovacnej-vykonnosti-a-konkurencieschopnosti-regionov-2/ Mon, 27 Jan 2014 16:44:32 +0000 https://www.communicationtoday.sk/?p=335 Slovakia, as well as other European countries in the last decade, tries to increase its innovation effectiveness. One of the tools used to increase the effectiveness and competitiveness is to create a cluster as a form of partnership. The scientifi c work also focuses on the clustering. In the fi rst part of this scientifi c work the theoretical basis and opinions of the authors focusing on clusters and cluster initiatives are shown. The analytical study of creation of Wood-processing Cluster in the region of Banská Bystrica (BBK) is the second part of the scientific work.

04_Zaušková_CT-1-2010  Download

]]> Klastre – nástroj pre zvyšovanie inovačnej výkonnosti a konkurencieschopnosti regiónov https://communicationtoday.sk/klastre-nastroj-pre-zvysovanie-inovacnej-vykonnosti-a-konkurencieschopnosti-regionov/ Tue, 07 Jan 2014 12:36:53 +0000 https://www.communicationtoday.sk/?p=255 Slovakia, as well as other European countries in the last decade, tries to increase its innovation effectiveness. One of the tools used to increase the effectiveness and competitiveness is to create a cluster as a form of partnership. The scientifi c work also focuses on the clustering. In the fi rst part of this scientifi c work the theoretical basis and opinions of the authors focusing on clusters and cluster initiatives are shown. The analytical study of creation of Wood-processing Cluster in the region of Banská Bystrica (BBK) is the second part of the scientific work.

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