Ingrida Košičiarová – Communication Today

CSR AS A MODERN MARKETING COMMUNICATION TOOL AT THE THRESHOLD OF THE THIRD MILLENNIUM

Ingrida Košičiarová — Sun, 24 Nov 2024 19:09:58 +0000

ABSTRACT:

The presented study focuses on the influence of marketing communication of CSR activities in the practice of food companies in Slovakia on the consumer behaviour of Generations X, Y, and Z. In the marketing activities of food companies, there is a noticeable shift towards considering social aspects, which increasingly influence consumer behaviour. This trend not only helps in solving many problems but also raises awareness of CSR activities. The theoretical and practical value of the article lies in the empirical confirmation of the reporting of CSR activities by food companies in the field of social marketing activities and their impact on consumer purchasing decisions, profit growth, brand awareness, and the building of corporate reputation through a questionnaire survey in which 946 respondents of Generation X, Y and Z took part. To evaluate the established hypotheses, statistical methods, and techniques such as Pearson’s Chi-square test of independence, the Kruskal-Wallis test and Chi-square test of independence, and One sample proportion Z test using Microsoft Excel and SPSS software were used.

KEY WORDS:
customers, food enterprises, marketing communication, purchasing preferences in consumers’ behaviour, rationality and irrationality

11_OSUCHOVA-et-al._CT-2-2024 Download

DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.2.11

A Miracle of Nowadays Affecting Consumers’ Behaviour: The Outstanding Influence of Social Media

Ingrida Košičiarová — Wed, 30 Nov 2022 13:50:00 +0000

ABSTRACT:
The submitted study points to social media and their outstanding position in marketing communication aiming at their impact on consumers’ behaviour. Attention was paid to how individual generations are affected by social media contributions and whether these influencers affect their shopping behaviour. Indeed, social networking sites are a miracle in marketing communication nowadays. Their potential to influence consumers’ behaviour is enormous. Today, almost every business has a profile created on social media such as Instagram, Facebook and YouTube. Businesses can use elements of influencer marketing within social networking, which is considered a modern phenomenon. Although influencer marketing is a relatively new element, it has quickly come to the forefront. It is widely used because it is effective, and the company can build a relationship with potential customers on social media. The present text evaluates the use of social networking sites in marketing communication by companies and their impact on consumers’ behaviour based on a questionnaire survey involving 726 respondents from Generations X, Y and Z. To evaluate the established hypotheses, statistical methods and techniques such as the Chi-square test, Kruskal-Wallis test, Share test with known constant and two-share match test were used. The research results confirmed the significant differences in consumers’ perceptions of corporate social media.

KEY WORDS:
consumers’ behaviour, influencer marketing, marketing communication, social media, social media marketing

10. IGAROVA et al. – CT 2-2022 Download

Retro Marketing – A Power of Nostalgia Which Works Among the Audience

Ingrida Košičiarová — Tue, 24 Nov 2020 18:11:22 +0000

ABSTRACT:
The nostalgia behind historic brands and trends is definitely making large waves in the consumer market. With a good idea, even the most modern company can engage in a retro revolution. Studies suggest that nostalgia encourages consumers to spend their money by promising an immediate return in the form of happy memories. The reason why retro marketing has become increasingly popular in recent years is the linking of the brand and the customer at a deeper, emotional level. Brands, especially those that served as milestones of a particular generation should design a heart-warming nostalgia marketing strategy to make a product appeal to a target market. Lots of organisations are falling back into retro marketing as a strategy to increase sales and they are raking in profits. The aim of the study is to present the relevance and possibilities of using ‘retro trend’ in marketing communication and to point out the power of nostalgia between different age generations. In this scholarly article, examples of retro-communication of global and local food brands are presented. The current marketing situation is described by outcomes of similar studies provided by professional agencies, and economic benefits concerning retro communication campaigns are also provided. In order to meet the objectives of the study, our own research was conducted (530 respondents from the Slovak Republic belonging to Generations Z, Millennials, Generation X and Baby Boomers were involved in the research). The research findings confirmed the significance of retro marketing communication and its impact on consumers attitudes between the abovementioned age generations. For statistical processing of the results, we used the Kruskal-Wallis Test, Dunn’s Test of Contrasts, Fisher’s Exact Test and Chi-Square Test of Independence.

KEY WORDS:
brand, consumer behaviour, marketing communication, nostalgia, retro marketing

10. HOLOTOVA et al. – CT 2-2020 Download

Corporate Communication as One of the Basic Attributes of Corporate Identity – Case Study of Chocolate Milka

Ingrida Košičiarová — Wed, 12 Apr 2017 20:29:43 +0000

ABSTRACT:
One of the basic aims of all companies doing business in the present market environment is to distinguish themselves from their competition. The basic way how to do it is to create a unique corporate identity, i.e. a functioning mixture of corporate culture, design, product and corporate communication. The research article deals with the issue of corporate communication as one of the basic attributes of corporate identity. The text’s objective is to bring new information about corporate comunication of Milka chocolate, as well as to determine Slovak respondents’ opinions on the level of external communication of Milka and the possible ways of improving it. The research methodology included a questionnaire survey conducted in the electronic form, which was shared through social media (the research sample involved 1,518 respondents from all regions of the Slovak Republic) and testing of a smaller number of respondents via the emWave PC system (the tested group consisted of 20 participants who were randomly selected from the previous research sample). As we were interested in conducting a deeper analysis of the obtained results, four assumptions and eight hypotheses were formulated and then tested using Pearson’s chi-square test, Cramer’s contingency coefficient and Phi coefficient. As the results of the research show, the Slovak respondents perceive Milka’s corporate communication quite positively – almost 76% of the surveyed respondents claim that they consider it to be interesting and unobtrusive; more than 49% and almost 40% of the respondents say that they think Milka’s promotion is adequate and good enough, respectively; more than 60% of them see Milka’s advertisements as attractive and almost 55% of the participants think that Milka-related advertising is able to motivate the potential buyers to purchase these products.

KEY WORDS:
advertising, corporate communication, corporate identity, Milka chocolate, quality

06_Nagyová_Košičiarová_Sedliaková_CT-1-2017 Download