N. Letunovska, N. Demchyshak, M. Minchenko, P. Kriskova, M. Kashcha, Anna Volk
The coronavirus pandemic confirmed that national systems of medical and social provision for the population of various countries could not quickly adapt and implement effective measures to prevent the negative consequences from achieving a state of resilience. The article empirically substantiates the impact of the COVID-19 pandemic on national social brand to form effective mechanisms for countering risks in public health and supporting the social brand of the country for its main internal stakeholders in a period of uncertainty. The article is devoted to analyzing the channels through which the COVID-19 pandemic affected various aspects of the national management systems of Austria, Slovenia, France, and Ukraine. The analysis used a combination of correlation analysis, causal modeling, and the construction of cognitive maps to visualize dependencies. It was revealed that the key indicators that verify the mentioned impact are the satisfaction of the needs for medical examination and care, the availability of hospital beds in the medical system, and the general costs of social protection of the population. The indicator of the social attractiveness of the country for its internal stakeholders is the indicator of net migration, and it is empirically determined that this indicator is significantly influenced by the security of the medical system and the efficiency of its functioning, especially during the period of data analysis, taking into account the existence of the COVID-19 pandemic. The dependence between the social and economic well-being of the population and its tendency to critically assess one's health, readiness for disease prevention, and the formation of higher requirements for medical care was revealed. The determined regularities are useful in developing a national strategy for building an effective medical and social security system for the population in conditions of uncertainty, which is a significant component of the overall attractiveness of the country and its brand management.
{"title":"Management of Country’s Social Brand Under Conditions of Uncertainty in the Health Domain","authors":"N. Letunovska, N. Demchyshak, M. Minchenko, P. Kriskova, M. Kashcha, Anna Volk","doi":"10.21272/mmi.2023.2-02","DOIUrl":"https://doi.org/10.21272/mmi.2023.2-02","url":null,"abstract":"The coronavirus pandemic confirmed that national systems of medical and social provision for the population of various countries could not quickly adapt and implement effective measures to prevent the negative consequences from achieving a state of resilience. The article empirically substantiates the impact of the COVID-19 pandemic on national social brand to form effective mechanisms for countering risks in public health and supporting the social brand of the country for its main internal stakeholders in a period of uncertainty. The article is devoted to analyzing the channels through which the COVID-19 pandemic affected various aspects of the national management systems of Austria, Slovenia, France, and Ukraine. The analysis used a combination of correlation analysis, causal modeling, and the construction of cognitive maps to visualize dependencies. It was revealed that the key indicators that verify the mentioned impact are the satisfaction of the needs for medical examination and care, the availability of hospital beds in the medical system, and the general costs of social protection of the population. The indicator of the social attractiveness of the country for its internal stakeholders is the indicator of net migration, and it is empirically determined that this indicator is significantly influenced by the security of the medical system and the efficiency of its functioning, especially during the period of data analysis, taking into account the existence of the COVID-19 pandemic. The dependence between the social and economic well-being of the population and its tendency to critically assess one's health, readiness for disease prevention, and the formation of higher requirements for medical care was revealed. The determined regularities are useful in developing a national strategy for building an effective medical and social security system for the population in conditions of uncertainty, which is a significant component of the overall attractiveness of the country and its brand management.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":null,"pages":null},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644226","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
A comprehensive examination of COBRAs concerning word-of-mouth marketing has yet to be fully conducted. A brand needs to know whether such activities can also entail offline consequences for the brand, i.e. in the form of word of mouth. The distinction between relevant and irrelevant activities is important from the brand’s managerial point of view for cost-effective management and the pursuit of its stated goals. The paper intends to examine the consequences of consumers’ online brand-related activities, along with word-of-mouth marketing, in the setting of the Instagram social network. Instagram is currently a highly effective medium for fostering brand growth in the digital sphere. The dataset comprises 335 standardised questionnaires amassed in the first half of 2021. Based on the current state of the literature and research, together with the research question, one statistical hypothesis was formulated for analysis. The study focused on determining whether certain consumers’ online brand-related activities had a statistically significant effect on word-of-mouth about the brand. The statistical examination of the presented issue made use of Confirmatory Factor Analysis (CFA) employing Maximum Likelihood Estimation (ML) as well as Partial Least Square – Path Modeling (PLS PM). This method was selected based on the fact that the items do not interfere with the internal structure of factors in the instrument, which captures specific aspects of attitudes and perceptions regarding brand-related activities on social networks. The findings revealed that consumers’ online brand-related activities exert two statistically significant effects on brand word-of-mouth, specifically concerning content consumption and content creation, at a 0.05 significance level. The context and potential consequences of this discovery are examined in the concluding discussion section, with reference to existing literature and ongoing research.
{"title":"Consumer’s Online Brand-Related Activities in Instagram and their Impact on Word-of-Mouth","authors":"Ľ. Nastišin, Kvetoslav Kmec, Stefan Kral","doi":"10.21272/mmi.2023.2-05","DOIUrl":"https://doi.org/10.21272/mmi.2023.2-05","url":null,"abstract":"A comprehensive examination of COBRAs concerning word-of-mouth marketing has yet to be fully conducted. A brand needs to know whether such activities can also entail offline consequences for the brand, i.e. in the form of word of mouth. The distinction between relevant and irrelevant activities is important from the brand’s managerial point of view for cost-effective management and the pursuit of its stated goals. The paper intends to examine the consequences of consumers’ online brand-related activities, along with word-of-mouth marketing, in the setting of the Instagram social network. Instagram is currently a highly effective medium for fostering brand growth in the digital sphere. The dataset comprises 335 standardised questionnaires amassed in the first half of 2021. Based on the current state of the literature and research, together with the research question, one statistical hypothesis was formulated for analysis. The study focused on determining whether certain consumers’ online brand-related activities had a statistically significant effect on word-of-mouth about the brand. The statistical examination of the presented issue made use of Confirmatory Factor Analysis (CFA) employing Maximum Likelihood Estimation (ML) as well as Partial Least Square – Path Modeling (PLS PM). This method was selected based on the fact that the items do not interfere with the internal structure of factors in the instrument, which captures specific aspects of attitudes and perceptions regarding brand-related activities on social networks. The findings revealed that consumers’ online brand-related activities exert two statistically significant effects on brand word-of-mouth, specifically concerning content consumption and content creation, at a 0.05 significance level. The context and potential consequences of this discovery are examined in the concluding discussion section, with reference to existing literature and ongoing research.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":null,"pages":null},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644352","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
In recent years, sustainability has become increasingly important in a company's image. Customers are becoming more environmentally conscious and demanding that the companies they do business with are also taking steps to reduce their environmental impact. By adopting sustainable practices, companies can demonstrate their commitment to positively impacting the world and building customer trust. This scientific article aims to contribute to a better understanding of the role of sustainability in shaping consumer perceptions of a company's image and provide insights that can help companies develop more effective sustainability strategies and build stronger brand images. The study utilised general scientific methods for processing data, and the data obtained from the online survey were assessed using mathematical-statistical methods and statistical hypothesis testing. Sustainability has become an important aspect of a company's image. With increasing environmental awareness among consumers, companies are expected to take responsibility for their impact on the planet and society. Sustainability in a company's image has become an important aspect of its brand identity, and it can significantly impact its reputation, success, and long-term viability. Consumers are increasingly concerned about the environmental impact of the products they buy and use, and many of them have started to prefer companies that use sustainable practices and produce eco-friendly and sustainable products over those that are not. Companies that embrace sustainability and prioritise environmental and social responsibility are more likely to thrive in a rapidly changing business landscape where consumers are increasingly interested in sustainability and ethical practices. By embracing sustainability, companies can create a positive reputation, build customer trust, and drive long-term success. The added value of the scientific article is that it provides valuable insights and strategies for practising sustainable marketing, which helps to build the company's image. By analysing the impact of sustainability on a company's image, we contribute to the opportunities for companies to improve the brand image and reputation of the company, which can positively increase customer loyalty and trust and gain a competitive advantage in their industry. Therefore, this scientific paper can provide businesses with valuable insights to differentiate themselves from competitors, attract new customers, and increase profit.
{"title":"Sustainable Marketing and its Impact on the Image of the Company","authors":"Lucia Sujanska, Margareta Nadanyiova","doi":"10.21272/mmi.2023.2-06","DOIUrl":"https://doi.org/10.21272/mmi.2023.2-06","url":null,"abstract":"In recent years, sustainability has become increasingly important in a company's image. Customers are becoming more environmentally conscious and demanding that the companies they do business with are also taking steps to reduce their environmental impact. By adopting sustainable practices, companies can demonstrate their commitment to positively impacting the world and building customer trust. This scientific article aims to contribute to a better understanding of the role of sustainability in shaping consumer perceptions of a company's image and provide insights that can help companies develop more effective sustainability strategies and build stronger brand images. The study utilised general scientific methods for processing data, and the data obtained from the online survey were assessed using mathematical-statistical methods and statistical hypothesis testing. Sustainability has become an important aspect of a company's image. With increasing environmental awareness among consumers, companies are expected to take responsibility for their impact on the planet and society. Sustainability in a company's image has become an important aspect of its brand identity, and it can significantly impact its reputation, success, and long-term viability. Consumers are increasingly concerned about the environmental impact of the products they buy and use, and many of them have started to prefer companies that use sustainable practices and produce eco-friendly and sustainable products over those that are not. Companies that embrace sustainability and prioritise environmental and social responsibility are more likely to thrive in a rapidly changing business landscape where consumers are increasingly interested in sustainability and ethical practices. By embracing sustainability, companies can create a positive reputation, build customer trust, and drive long-term success. The added value of the scientific article is that it provides valuable insights and strategies for practising sustainable marketing, which helps to build the company's image. By analysing the impact of sustainability on a company's image, we contribute to the opportunities for companies to improve the brand image and reputation of the company, which can positively increase customer loyalty and trust and gain a competitive advantage in their industry. Therefore, this scientific paper can provide businesses with valuable insights to differentiate themselves from competitors, attract new customers, and increase profit.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":null,"pages":null},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644419","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Viera Kubickova, Viera Labudova, Dana Benesova, Ladislav Mura
This article examines innovative aspects of the development of tourism regions in Europe. The article aims to determine the intensity of the perception of innovation in the tourism region as a problem in its development. The ambition of the article is to assess the problems in the development of tourism regions in Europe in the field of innovation as a possible starting point for optimizing changes in local and regional tourism policy. The research analyses the positions of 95 regional tourism experts from 17 European countries. The database was based on a databank of 150 representatives of academia and 275 representatives of regional tourism organizations. To analyse the properties of categorical data and the relationships between them, we used Gamma, Kendall’s Tau-b, Somers’ D C|R, Spearman correlation coefficient, Phi Coefficient, Contingency Coefficient, Cramer’s V and the decision tree algorithm. The maturity of the innovation environment of tourism regions and their level of development influence the perception of innovations as a problem in their development. Southern European tourism regions perceive innovation as a problem in their development most intensively. Tourism regions with stronger innovation activity have a well-established quality management system and a comprehensive and systematically addressed supply of seasonal and off-season products. Tourism regions ranked in the emerging innovator group perceive the specified problems in the implementation of innovations more intensively. This reflects the lack of coordination of the product portfolio, both in terms of range and quality, in countries where the innovation environment is poorly developed. A key recommendation to mitigate the perception of innovations as a problem in the development of Europe’s tourism regions is to focus attention on the implementation of regional policy instruments that stimulate the participation of tourism in the synergy effects of the existing innovation environment of the economy.
{"title":"Innovations and Tourism Regions: are Innovations Perceived as A Problem in Regional Development in European Tourism?","authors":"Viera Kubickova, Viera Labudova, Dana Benesova, Ladislav Mura","doi":"10.21272/mmi.2023.3-17","DOIUrl":"https://doi.org/10.21272/mmi.2023.3-17","url":null,"abstract":"This article examines innovative aspects of the development of tourism regions in Europe. The article aims to determine the intensity of the perception of innovation in the tourism region as a problem in its development. The ambition of the article is to assess the problems in the development of tourism regions in Europe in the field of innovation as a possible starting point for optimizing changes in local and regional tourism policy. The research analyses the positions of 95 regional tourism experts from 17 European countries. The database was based on a databank of 150 representatives of academia and 275 representatives of regional tourism organizations. To analyse the properties of categorical data and the relationships between them, we used Gamma, Kendall’s Tau-b, Somers’ D C|R, Spearman correlation coefficient, Phi Coefficient, Contingency Coefficient, Cramer’s V and the decision tree algorithm. The maturity of the innovation environment of tourism regions and their level of development influence the perception of innovations as a problem in their development. Southern European tourism regions perceive innovation as a problem in their development most intensively. Tourism regions with stronger innovation activity have a well-established quality management system and a comprehensive and systematically addressed supply of seasonal and off-season products. Tourism regions ranked in the emerging innovator group perceive the specified problems in the implementation of innovations more intensively. This reflects the lack of coordination of the product portfolio, both in terms of range and quality, in countries where the innovation environment is poorly developed. A key recommendation to mitigate the perception of innovations as a problem in the development of Europe’s tourism regions is to focus attention on the implementation of regional policy instruments that stimulate the participation of tourism in the synergy effects of the existing innovation environment of the economy.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135841455","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The urgency of solving this scientific problem is determined by the need to take into account the features of the experience economy development, which have both a rational and emotional nature, and their manifestations and transmission and considering information in the virtual space. Also, by analysing and basing on the effectiveness of business entities at all economic levels – macro and meso- and by functional directions, one of which is logistics activity, which should be characterized by innovation in relation to the real space of its manifestation through the value of transportation indicators. The purpose of the article is to determine the influence of investments in intangible assets as the basis of innovative development on the efficiency of logistics in the modern conditions of the development of the economy of experiences in real and virtual space. The study of this complex issue in the article is carried out in the following logical sequence: based on the analysis of the latest publications, the main directions of research are determined according to the triad «economy of experiences, virtual space, logistics activity in real space taking into account the use of innovations based on investment in intangible assets» based on the use of the Internet resources, i.e. in virtual space, the flow of logistics activities taking into account the use of innovations and investments in intangible assets as their basis in real space; with the use of economic-mathematical methods of descriptive statistics and the built multifactorial regression model, the relationship between the efficiency of enterprise activity and the use of the Internet by real and potential consumers (in the virtual space), i.e., the importance of the Internet for ensuring the success of business activities in general and logistics in particular, was proven; with the use of cluster analysis, the intensity of the use of the Internet in the regional aspect was determined in order to strengthen the influence on the formation of positive impressions about the economic activity of economic entities; on the basis of statistical analysis, the main trends of changes in values in the real space of indicators of logistics activity were determined: turnover of wholesale trade, export and import, volumes of transportation by rail, road transport, air transport, pipeline transport and volumes of investments in tangible and intangible assets as a basis for the development and implementation of innovations; with the use of multidimensional factor analysis, latent factors influencing logistics activity and investment in intangible assets were identified; modelling of the relationship between investment volumes in intangible assets and indicators of logistics activity – exports, imports, volumes of transportation by railway and motor vehicles using multifactorial regression analysis was carried out; taking into account the identified dependencies, proposals were developed for the activation o
{"title":"Relationship of Investment in Innovation and Logistics Activity in the Conditions of the Experience Economy Development","authors":"O. Iastremska, Hanna Strokovych, Fuad Gasimov","doi":"10.21272/mmi.2023.1-02","DOIUrl":"https://doi.org/10.21272/mmi.2023.1-02","url":null,"abstract":"The urgency of solving this scientific problem is determined by the need to take into account the features of the experience economy development, which have both a rational and emotional nature, and their manifestations and transmission and considering information in the virtual space. Also, by analysing and basing on the effectiveness of business entities at all economic levels – macro and meso- and by functional directions, one of which is logistics activity, which should be characterized by innovation in relation to the real space of its manifestation through the value of transportation indicators. The purpose of the article is to determine the influence of investments in intangible assets as the basis of innovative development on the efficiency of logistics in the modern conditions of the development of the economy of experiences in real and virtual space. The study of this complex issue in the article is carried out in the following logical sequence: based on the analysis of the latest publications, the main directions of research are determined according to the triad «economy of experiences, virtual space, logistics activity in real space taking into account the use of innovations based on investment in intangible assets» based on the use of the Internet resources, i.e. in virtual space, the flow of logistics activities taking into account the use of innovations and investments in intangible assets as their basis in real space; with the use of economic-mathematical methods of descriptive statistics and the built multifactorial regression model, the relationship between the efficiency of enterprise activity and the use of the Internet by real and potential consumers (in the virtual space), i.e., the importance of the Internet for ensuring the success of business activities in general and logistics in particular, was proven; with the use of cluster analysis, the intensity of the use of the Internet in the regional aspect was determined in order to strengthen the influence on the formation of positive impressions about the economic activity of economic entities; on the basis of statistical analysis, the main trends of changes in values in the real space of indicators of logistics activity were determined: turnover of wholesale trade, export and import, volumes of transportation by rail, road transport, air transport, pipeline transport and volumes of investments in tangible and intangible assets as a basis for the development and implementation of innovations; with the use of multidimensional factor analysis, latent factors influencing logistics activity and investment in intangible assets were identified; modelling of the relationship between investment volumes in intangible assets and indicators of logistics activity – exports, imports, volumes of transportation by railway and motor vehicles using multifactorial regression analysis was carried out; taking into account the identified dependencies, proposals were developed for the activation o","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":null,"pages":null},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644566","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Ladislav Fabo, Sona Chovanova Supekova, Lukáš Durda, Krzysztof Gajdka
The paper discusses the success factors influencing product development design and product launch projects. The lives of people and businesses have been threatened and affected by the global COVID-19 pandemic for more than two years. Knowing these factors can help us make the right decisions and develop an effective project plan and matrix. Nowadays, project management is a very important part of work in companies of different sizes. Project management can be seen as applying innovation processes in an enterprise. The authors conducted quantitative and qualitative research on 544 companies in the Slovak Republic. The research focuses on aspects of project management and individual success factors. The data obtained by the questionnaire survey were processed by statistical methods, where the authors chose the nonparametric Kruskal-Wallis test as the basic method and the Wilcoxon two-tailed test for independent sample data sets. An essential variable in the sample of enterprises surveyed was, in particular, the sector of the economy in which the enterprise surveyed operates. Two key factors were considered when developing the product – employee education and the implication of social responsibility. The study’s uniqueness lies in surveying all types of enterprises, irrespective of their size, line of business, and financial turnover. The percentage distribution of the maximum use of CSR among the surveyed companies in each sector was most positive in the Logistics industry. Training and certification of employees are primarily one of the most important factors to ensure an increase in the success of those projects aimed at launching new products on the market; in the case of the surveyed sample, this is more than 40% of enterprises. Based on the sub-results, we can conclude that enterprises place more emphasis on new product development projects and the environmental concept of CSR. Still, the launch of new products or services is underestimated by the project management of enterprises. After more than eight years, the research has shown an increase in the importance of using social responsibility in management processes for new product development. A breakthrough finding is comparing the use of CSR in small businesses in Slovakia to global trends in which we perceive the dominance of multinational corporations. Enterprises are advised to focus specifically on new product launches and detailed planning.
{"title":"Success Factors for Product Development and New Product Launch Projects","authors":"Ladislav Fabo, Sona Chovanova Supekova, Lukáš Durda, Krzysztof Gajdka","doi":"10.21272/mmi.2023.2-18","DOIUrl":"https://doi.org/10.21272/mmi.2023.2-18","url":null,"abstract":"The paper discusses the success factors influencing product development design and product launch projects. The lives of people and businesses have been threatened and affected by the global COVID-19 pandemic for more than two years. Knowing these factors can help us make the right decisions and develop an effective project plan and matrix. Nowadays, project management is a very important part of work in companies of different sizes. Project management can be seen as applying innovation processes in an enterprise. The authors conducted quantitative and qualitative research on 544 companies in the Slovak Republic. The research focuses on aspects of project management and individual success factors. The data obtained by the questionnaire survey were processed by statistical methods, where the authors chose the nonparametric Kruskal-Wallis test as the basic method and the Wilcoxon two-tailed test for independent sample data sets. An essential variable in the sample of enterprises surveyed was, in particular, the sector of the economy in which the enterprise surveyed operates. Two key factors were considered when developing the product – employee education and the implication of social responsibility. The study’s uniqueness lies in surveying all types of enterprises, irrespective of their size, line of business, and financial turnover. The percentage distribution of the maximum use of CSR among the surveyed companies in each sector was most positive in the Logistics industry. Training and certification of employees are primarily one of the most important factors to ensure an increase in the success of those projects aimed at launching new products on the market; in the case of the surveyed sample, this is more than 40% of enterprises. Based on the sub-results, we can conclude that enterprises place more emphasis on new product development projects and the environmental concept of CSR. Still, the launch of new products or services is underestimated by the project management of enterprises. After more than eight years, the research has shown an increase in the importance of using social responsibility in management processes for new product development. A breakthrough finding is comparing the use of CSR in small businesses in Slovakia to global trends in which we perceive the dominance of multinational corporations. Enterprises are advised to focus specifically on new product launches and detailed planning.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":null,"pages":null},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644936","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The purpose of this study is to assess the impact of COVID-19 fear on people’s luxury consumption tendencies and the role of materialism in mediating the effect of COVID-19 fear on people’s luxury consumption tendencies. The theory of psychological reactance (TPR) serves as the theoretical foundation for this work. TPR explains why people are so motivated to regain their freedom when their ability to perform a specific action is threatened or hampered. Panic behaviours triggered by anxiety, fear, and uncertainty were observed in almost every society at the start of the pandemic, and people tended to purchase food and hygiene products, particularly those required for survival. Consumers who gained the freedom to purchase goods or services from stores that opened as a result of the relaxation of restrictions immediately following the pandemic period turned to luxury goods in search of "compensation". When the pandemic rules are initially relaxed, consumers’ "luxury consuming" behaviour/freedom is restricted due to the COVID-19 pandemic, leading to "revenge buying". Based on the TPR, it is assumed that the COVID-19 fear of consumers following extraordinary processes such as pandemics may have a positive effect on their luxury consumption tendencies in this study. The online questionnaire technique was used in the study to collect data. Data were gathered from 845 adults aged 18 and up who volunteered to participate in the study in Turkey. Confirmatory factor analysis and structural equation modelling (SEM) were used to analyse the data for the measurement model and hypothesis testing in the study. The study’s findings show that COVID-19 fear has a significant and positive effect on the desire to consume luxury goods. Furthermore, materialism plays an important and positive mediating role in the influence of fear of COVID-19 on the tendency to consume luxury goods. While this study contains cultural relics of luxury consumption tendencies, it also provides critical insights into consumer luxury tendencies in the aftermath of COVID-19. It is critical to evaluate various elements that may influence luxury consumption tendencies to analyse the effects of comparable processes that may be experienced by future consumers.
{"title":"The Effect of Fear of COVID-19 on Luxury Consumption Tendency and the Role of Materialism","authors":"Aysel Kurnaz","doi":"10.21272/mmi.2023.3-07","DOIUrl":"https://doi.org/10.21272/mmi.2023.3-07","url":null,"abstract":"The purpose of this study is to assess the impact of COVID-19 fear on people’s luxury consumption tendencies and the role of materialism in mediating the effect of COVID-19 fear on people’s luxury consumption tendencies. The theory of psychological reactance (TPR) serves as the theoretical foundation for this work. TPR explains why people are so motivated to regain their freedom when their ability to perform a specific action is threatened or hampered. Panic behaviours triggered by anxiety, fear, and uncertainty were observed in almost every society at the start of the pandemic, and people tended to purchase food and hygiene products, particularly those required for survival. Consumers who gained the freedom to purchase goods or services from stores that opened as a result of the relaxation of restrictions immediately following the pandemic period turned to luxury goods in search of \"compensation\". When the pandemic rules are initially relaxed, consumers’ \"luxury consuming\" behaviour/freedom is restricted due to the COVID-19 pandemic, leading to \"revenge buying\". Based on the TPR, it is assumed that the COVID-19 fear of consumers following extraordinary processes such as pandemics may have a positive effect on their luxury consumption tendencies in this study. The online questionnaire technique was used in the study to collect data. Data were gathered from 845 adults aged 18 and up who volunteered to participate in the study in Turkey. Confirmatory factor analysis and structural equation modelling (SEM) were used to analyse the data for the measurement model and hypothesis testing in the study. The study’s findings show that COVID-19 fear has a significant and positive effect on the desire to consume luxury goods. Furthermore, materialism plays an important and positive mediating role in the influence of fear of COVID-19 on the tendency to consume luxury goods. While this study contains cultural relics of luxury consumption tendencies, it also provides critical insights into consumer luxury tendencies in the aftermath of COVID-19. It is critical to evaluate various elements that may influence luxury consumption tendencies to analyse the effects of comparable processes that may be experienced by future consumers.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135838780","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Today’s businesses experience many uncertainties in their internal operations and environments. Manufacturing flexibility is an excellent response to these uncertainties. Volume, modification, mix, and expansion flexibilities are the manufacturing flexibilities that businesses look for when they select their suppliers. In parallel, these flexibilities are often used as a supplier selection criterion in the literature. The supplier selection decision is a strategic issue for today’s businesses as a typical company is highly dependent on its suppliers to procure raw materials and parts. Sound supplier selection decision leads to competitive advantage because it is related to a positive relationship between buyer and supplier and reciprocal improvement of performance and trust between both parties. However, a literature review for this study showed a need for more empirical work on the relationship among types of flexibilities, supplier selection, performance improvement, long-term relationships, and trust. In order to fill the gap in this area, data was collected from 148 automotive companies operating in Turkey. For the data collection, the automotive industry was chosen as it is subjected to more uncertainties due to its connections to many other industries. The data were then analyzed using the structural equation model. The results showed a significant positive relationship between types of manufacturing flexibility and supplier selection. Also, positive relationships were found among supplier selection, performance, long-term relationships, and trust. Mediation and indirect effect analysis were also conducted. Long-term relationships and performance fully mediated the relationship between supplier selection and trust. An indirect relationship between supplier selection and trust was also found. The study results are expected to contribute to Sheth’s buyer-behavior model by introducing manufacturing flexibility, long-term relationship, performance, and trust to the model. Also, the study’s findings assist executives in making more informed decisions concerning supplier selection, depending on the level and types of flexibility they demand from their suppliers, performance, long-term relationships, and trust.
{"title":"Contribution to Industrial Buyer Behavior Model: An Empirical Research","authors":"Sedat Aydin, Mustafa Cahit Ungan","doi":"10.21272/mmi.2023.1-20","DOIUrl":"https://doi.org/10.21272/mmi.2023.1-20","url":null,"abstract":"Today’s businesses experience many uncertainties in their internal operations and environments. Manufacturing flexibility is an excellent response to these uncertainties. Volume, modification, mix, and expansion flexibilities are the manufacturing flexibilities that businesses look for when they select their suppliers. In parallel, these flexibilities are often used as a supplier selection criterion in the literature. The supplier selection decision is a strategic issue for today’s businesses as a typical company is highly dependent on its suppliers to procure raw materials and parts. Sound supplier selection decision leads to competitive advantage because it is related to a positive relationship between buyer and supplier and reciprocal improvement of performance and trust between both parties. However, a literature review for this study showed a need for more empirical work on the relationship among types of flexibilities, supplier selection, performance improvement, long-term relationships, and trust. In order to fill the gap in this area, data was collected from 148 automotive companies operating in Turkey. For the data collection, the automotive industry was chosen as it is subjected to more uncertainties due to its connections to many other industries. The data were then analyzed using the structural equation model. The results showed a significant positive relationship between types of manufacturing flexibility and supplier selection. Also, positive relationships were found among supplier selection, performance, long-term relationships, and trust. Mediation and indirect effect analysis were also conducted. Long-term relationships and performance fully mediated the relationship between supplier selection and trust. An indirect relationship between supplier selection and trust was also found. The study results are expected to contribute to Sheth’s buyer-behavior model by introducing manufacturing flexibility, long-term relationship, performance, and trust to the model. Also, the study’s findings assist executives in making more informed decisions concerning supplier selection, depending on the level and types of flexibility they demand from their suppliers, performance, long-term relationships, and trust.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":null,"pages":null},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644170","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Until a few decades ago, ethical issues were defined in terms of fraudulent behavior and workplace working conditions, but the concept itself has now expanded. Child labor, considered cheap and easily manageable labor in the globalizing world, is one of the chronic problems of many developing and developed countries, including Turkey. Recent studies show that child’s work areas are increasingly diversified, and child labor has become an important factor in the global cheap labor market. For whatever reason, it is a universal ethical issue that children work as young adults in many different sectors, from mining to textiles and agriculture to the automotive industry. In this context, the issue of child labor in Turkey has been discussed in the context of business ethics principles. In the study, three main factors were determined as demographic, educational life, and business life variables as the determinants of the reasons for the involvement of children in work life. The multinomial logit model was used to test the relationships between the variables. The research used data from 1128 children in employment obtained from the Child Labor Force Research Micro Data Set carried out by the Turkish Statistical Institute in 2019. According to the results of the research, it has been determined that the variables related to the education life (educational status of the child, family education status, apprenticeship education status) and the variables related to the business life (working sector, working time, income and family working status) affect the working reasons of children. As a result, in an environment of increasing cooperation and competition between countries with the effect of globalization, each country’s reflection of a common definition of child labor in its own national legislation is one of the most important steps to be taken in preventing child labor. In addition, in underdeveloped and developing countries, eliminating poverty, expanding school attendance conditions, and raising awareness about the existence of children’s rights as individuals will be important steps. It must be admitted that it will not be possible to end child labor in all its aspects without developing a society, and public and private sector management that acts with a sense of ethical responsibility.
{"title":"Business Ethics Challenges and A Comprehensive Understanding of Tackling Child Labor in Turkey","authors":"Mehmet Emirhan Kula, İkram Yusuf Yarbaşı","doi":"10.21272/mmi.2023.1-06","DOIUrl":"https://doi.org/10.21272/mmi.2023.1-06","url":null,"abstract":"Until a few decades ago, ethical issues were defined in terms of fraudulent behavior and workplace working conditions, but the concept itself has now expanded. Child labor, considered cheap and easily manageable labor in the globalizing world, is one of the chronic problems of many developing and developed countries, including Turkey. Recent studies show that child’s work areas are increasingly diversified, and child labor has become an important factor in the global cheap labor market. For whatever reason, it is a universal ethical issue that children work as young adults in many different sectors, from mining to textiles and agriculture to the automotive industry. In this context, the issue of child labor in Turkey has been discussed in the context of business ethics principles. In the study, three main factors were determined as demographic, educational life, and business life variables as the determinants of the reasons for the involvement of children in work life. The multinomial logit model was used to test the relationships between the variables. The research used data from 1128 children in employment obtained from the Child Labor Force Research Micro Data Set carried out by the Turkish Statistical Institute in 2019. According to the results of the research, it has been determined that the variables related to the education life (educational status of the child, family education status, apprenticeship education status) and the variables related to the business life (working sector, working time, income and family working status) affect the working reasons of children. As a result, in an environment of increasing cooperation and competition between countries with the effect of globalization, each country’s reflection of a common definition of child labor in its own national legislation is one of the most important steps to be taken in preventing child labor. In addition, in underdeveloped and developing countries, eliminating poverty, expanding school attendance conditions, and raising awareness about the existence of children’s rights as individuals will be important steps. It must be admitted that it will not be possible to end child labor in all its aspects without developing a society, and public and private sector management that acts with a sense of ethical responsibility.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":null,"pages":null},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644192","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
There is no consensus in the academic community on whether modern technology positively impacts people’s lives or, on the contrary, whether its use has more negative consequences. Given the universal nature of cell phones, the limitless possibilities of use, and their wide-ranging functionalities, it is reasonable to believe that these devices have been responsible for changing people’s time management. However, different research approaches make it very difficult to confirm or reject hypotheses that consider associations between cell phone use and time use regarding the different activities in a unified way. This fact suggests that there is still a vast scope in research for further exploring and pursuing how technologies, their development, and their uses are able to permeate the everyday working and social life of the population. Based on this, the present paper aims to assess the relationship between the mobile communication device use and time-use change in a sample of Organisation for Economic Co-operation and Development (OECD) countries. This analysis used 3 cell phone use indicators and 12 time-bound indicators by using data for the year 2020. The most significant finding was the confirmation of the assumption arising from the application of regression analysis that the frequency of use of cell phones is not significantly related to the changes in the time structure. However, some significant relationships emerged in the models specified for women. This study also discovered that the most apparent difference was observed in unpaid and paid time throughout the day. The paper provides relevant findings which can be beneficial in many aspects. For example, in the business world, they can help manage business activities, improve performance measurement, or improve managerial decisions related to workflow optimization. The findings provide an understanding not only of the population’s well-being but also of the ICT sector state and, ultimately, of all the characteristics of the sustainable development of the countries. In addition, the contribution of this study is also possible in designing more effective decisions by policymakers. In the article, we discuss the study’s results, outline some practical implications, and suggest potential avenues for further research on this issue.
{"title":"Identifying the Relationship Between the Use of Mobile Technologies and Time: A Study Based on a Sample of OECD Member Countries","authors":"M. Oleárová, R. Bačík, B. Gavurová, M. Rigelský","doi":"10.21272/mmi.2023.1-09","DOIUrl":"https://doi.org/10.21272/mmi.2023.1-09","url":null,"abstract":"There is no consensus in the academic community on whether modern technology positively impacts people’s lives or, on the contrary, whether its use has more negative consequences. Given the universal nature of cell phones, the limitless possibilities of use, and their wide-ranging functionalities, it is reasonable to believe that these devices have been responsible for changing people’s time management. However, different research approaches make it very difficult to confirm or reject hypotheses that consider associations between cell phone use and time use regarding the different activities in a unified way. This fact suggests that there is still a vast scope in research for further exploring and pursuing how technologies, their development, and their uses are able to permeate the everyday working and social life of the population. Based on this, the present paper aims to assess the relationship between the mobile communication device use and time-use change in a sample of Organisation for Economic Co-operation and Development (OECD) countries. This analysis used 3 cell phone use indicators and 12 time-bound indicators by using data for the year 2020. The most significant finding was the confirmation of the assumption arising from the application of regression analysis that the frequency of use of cell phones is not significantly related to the changes in the time structure. However, some significant relationships emerged in the models specified for women. This study also discovered that the most apparent difference was observed in unpaid and paid time throughout the day. The paper provides relevant findings which can be beneficial in many aspects. For example, in the business world, they can help manage business activities, improve performance measurement, or improve managerial decisions related to workflow optimization. The findings provide an understanding not only of the population’s well-being but also of the ICT sector state and, ultimately, of all the characteristics of the sustainable development of the countries. In addition, the contribution of this study is also possible in designing more effective decisions by policymakers. In the article, we discuss the study’s results, outline some practical implications, and suggest potential avenues for further research on this issue.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":null,"pages":null},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644251","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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