Zdenka Kádeková – Communication Today

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

Zdenka Kádeková — 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

Zdenka Kádeková — 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

Zdenka Kádeková — 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

Influencer Marketing as a Modern Phenomenon Creating a New Frontier of Virtual Opportunities

Zdenka Kádeková — Thu, 01 Nov 2018 10:23:54 +0000

ABSTRACT:
Social media influencers are winning over the Internet with their outstanding work and presence. Their opinions have a powerful impact on people, especially on young generation. We can mark them as a modern phenomenon that has seen a huge increase in cooperation with marketing agencies over recent years. More and more people are following such influencers so that they do not miss out on their content. Brands flock to such influencers for mentions, reviews and recommendations. Even though influencer marketing is a relatively new strategy, it continues to be a viable solution for marketers who are willing to think outside the box while building relationships with their target market. The aim of the study is to offer a comprehensive reflection on influencer marketing opportunities and determine the impact of influencers on consumer behaviour of Generations Y and Z. We wanted to find out whether influencers, who promote products, can attract potential customers and encourage them for purchase, as well as find differences between the given consumer generations. In order to meet the objectives of the study, own research was conducted (459 respondents from the Slovak Republic belonging to Generations Y and Z were involved in the inquiry). The research findings confirm that there are significant differences between the above mentioned consumer generations in the area of impact of influencers on consumer behaviour, which leads to different marketing opportunities. For statistical processing of the results, we used the Kruskal-Wallis Test, Kolmogorov-Smirnov Test, Fisher’s Exact Test and Dunn’s Test of Contrasts.

KEY WORDS:
brand, consumer behaviour, influencer marketing, marketing communication, WOM marketing

06_Kádeková_Holienčinová_CT-2-2018 Download