ABSTRACT: This article presents the results of quantitative, qualitative and comparative analysis of the portrayal of Ukraine and Ukrainians in the Slovak media, shedding light on the nuanced dynamics of cross-border perceptions and media representations. The main method of research…
ABSTRACT: Theories of media effects represent a key area of research within media and communication studies that deals with the way media contents influence the cognitive, affective and behavioural responses of individuals, as well as their wider social and cultural…
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…
ABSTRACT: Neuromarketing is a tool used to investigate real consumer preferences that are not subjectively influenced, e.g. bias towards a certain brand, marketing communication tools, etc. It studies brain functions when deciding to buy a product. The goal is to…
ABSTRACT: A B2B company’s success in interacting with customers on social media depends mainly on its messaging strategy. In this research, we use a new method to investigate the origins of influential messages and content in the social media domain.…
ABSTRACT: This study investigates the differential impact of Instagram influencers’ posts and stories on consumer decision-making across the five stages of the Engel-Kollat-Blackwell (EKB) model. Using a survey of 987 Instagram users, we examine how these two content formats influence…
ABSTRACT: We are engaged in the study of loyalty systematically built and anchored in the form of consumer loyalty programmes. The aim of this theoretical review is to identify the problems and challenges retailers face in communicating with customers using…
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…
ABSTRACT: Previous research in the media field primarily focuses on analysing political communication within the context of social media, with limited attention given to the complexity of the political texts themselves. Therefore, this small-scale study aims to investigate the readability…
ABSTRACT: The authors of this research study investigated the ability of first-time voters to comprehend, identify and evaluate political advertising along with their ability to understand and identify disinformation in political advertising. Two groups were compared: one that received media…