Reziliens Marketing
Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023
Controversies in Online Brand Communities: A Multifaceted Story 
10
Maha Hettiarachchige Asheen Heranga Hettiarachchi – Cabiddu Francesca – Frau Moreno – Ludovica Moi
Optimizing options for image-based social media posts with eye camera testing in the soft drink market 
11
Berencsi Alexa – Fehér András
Building effective marketing communications for higher education institutions with the help of creative groups 19
Berki Bianka – Kéri Anita
Free chickens lay more eggs – boosting research productivity through escapism 30
Bifkovics Bettina – Csordás Tamás – Kisfürjesi Nóra – Mitev Ariel
Qualitative analysis of the relationship between club attachment and match attendance: the case of a football club 31
Bodon György – Neulinger Ágnes – Kajos Attila
The long-term effect of COVID-19 on consumer acceptance of smart hotels 41
Cserdi Zsófia – Kenesei Zsófia
The role of the information processing process in persuasive communication 42
Cservék Judit – Hlédik Erika
The challenges of the Hungarian local television 43
Deés Szilvia
Impact of social media visual contents on mood and satisfaction with lifestyle among young women 51
Dér Dorottya Noémi – Huszár Sándor
Smart development - diverse autonomy – social marketing 61
Dinya László – Klausmann-Dinya Anikó
The trust-based relationship between communication channels and professional credibility: Who does Generation Z consider credible? 62
Dobó Róbert
Fenntarthatóság a digitális oktatásban - Környezet-felelős technológiahasználat oktatása 73
Ercsey Ida
Research framework for the development of dynamic capabilities 74
Farkas Tamás
Internet of Food – a new opportunity to build food consumer awareness 85
Fehér András – Berencsi Alexa – Kiss Marietta – Kontor Enikő
Greening the future: exploring the link between green attitudes and behaviours among youth in four European Capitals of Culture 87
Formádi Katalin – Kővári Edit – Banász Zsuzsanna
The influencing role of sustainability is a qualitative and quantitative research of clothes buying habits 89
Földi Kata – Balogh Bianka
Analysis of Western- and Eastern-Europen business universities’ mission statements in terms of sustainability 90
Gendur Nóra – Ásványi Katalin
Interpreting virtual tourism - is XR 2.0 here already? 92
Gerdesics Viktória – Nagy Ákos
Digital Nudges: Overview and Systematic Literature Review 93
Gyulai Zsófia – Révész Balázs
The Impact of Lecturers' Clothing on Student Evaluation 94
Hajdú Noémi – Molnár László – Nagy Szabolcs
Media consumer segments of Hungarian K-pop fans 104
Hargitai Dávid Máté – Sasné Grósz Annamária
Recent changes in the Hungarian wine consumption habits 115
Harsányi Dávid – Hlédik Erika – Zarándné Vámosi Kornélia
Resilient digital marketing opportunities 116
Harsányi Miklós
Improving Omnichannel Customer Experience with AR on the Home Furniture Market 125
Hartl Katalin – Kiss Brigitta – Varga Ákos – Kemény Ildikó
Is the global citizen really socially responsible? 126
Hetesi Erzsébet – Vizi Noémi
Social Entrepreneurship’s Digital Transformation and Value Co-creation 137
Mursalzade Hikmat – Frau Moreno – Keszey Tamara – Molnár László – Saraswati S. Haruming
Future/Education: Future in education – Education in future 138
Horváth Dóra – Komár Zita – Cosovan Attila
Birdwatching as a psychedelic reinterpretation of marketing science 140
Horváth Dóra – Mitev Ariel
Examination of some social and food waste (consumption) decisions during the epidemic period and in the shadow of today's economic crisis 2. 142
Huszka Péter – Huszka Fanni Dorina
Counter trend? Value Co-creation in an Empathetic Marketing Approach: The Case of Higher Education 155
Iványi Tamás – Kelemen-Erdős Katalin – Szalkai Zsuzsanna
Mainstreaming environmentally conscious consumption: international and Hungarian experiences 156
Jakopánecz Eszter – Neulinger Ágnes – Lányi Beatrix – Csóka László
Crowdfunding as Customer Participation: Financial solution or Marketing Tool for Social Startups? 158
Jancsó Dorottya – Bavlsík Richard
The role of networking competence in the framework of entrepreneurial competence – Literature review 159
Kálmán Melitta
Assortment Reduction Decisions in Fast Moving Consumer Goods Retailing 169
Kelemen-Erdős Anikó – Mitev Ariel – Szakály Zoltán
Motivations and barriers to using lifestyle apps based on the experience of an exploratory study 170
Keller Veronika – Ercsey Ida
The relationship between omnichannel shopping behaviour and customer value in the light of smart shopping behaviour 171
Kemény Ildikó – Nagy Ákos – Szűcs Krisztián
Contemporary fashion trends and the controversial consumer 172
Keszeg Anna
Technology makes it easier, but at what cost? – Examining the phenomenon of technostress, with special regard to the consumers of higher education – 174
Kincsesné Vajda Beáta
Robot pénzügyi tanácsadók fogyasztói megítélése 185
Kolos Krisztina – Kenesei Zsófia – Cserdi Zsófia
Idols, personas or robots? Persuasive strategies of virtual influencers 186
Komár Zita – Markos-Kujbus Éva
Evaluating the Quality Aspects of the Economics Master's Program in BME 187
Kovács Stefan – Veres István – Bíró-Szigeti Szilvia
Consumer perceptions of environmental awareness in the light of transportation in sharing economy 188
Kökény Levente – K. Szabó Áron
Using retail apps causes joy? – experiences from an automated content analysis 202
Lázár Erika – Szűcs Krisztián – Nagy Ákos
The impact of external reference prices on consumers in an inflationary environment 203
Lipták Lilla
Presentation of tourism branding through the example of Nyírerdő Zrt. Guth hunting area 205
Magyar Zoltán
The role of non-consumers in the uptake of sustainable packaging 206
Maksimovic Ágnes – Törőcsik Mária
The scope of technological changes: a summary of a conceptual approach 217
Mátó Ágnes Réka – Vilmányi Márton
"BorderEye" - development of border monitoring and environmental assessment tools at the University of Sopron 228
Mészáros Katalin – Németh Nikoletta – Takáts Alexandra – Bednárik Éva
‘Find the book that speaks to you! – A qualitative pilot study for research on Book Consumption 240
Légrádi Miklós
The challenges of sustainable consumption in times of crisis 251
Neulinger Ágnes
Cooperative game for sustainability 254
Neulinger Ágnes – Jakopánecz Eszter – Lányi Beatrix
The Influence of Service Quality on International Students’ Loyalty in Higher Education Institutions in Hungary 255
Omar T. O. Salem – Kiss Marietta
Consumer attitude survey with images of cultured meat created by artificial intelligence (AI) 256
Pakurár Miklós – Kiss Marietta
The consequences of changes and crises on domestic SMEs and their responses – In depth interview research findings presented for three service sectors 257
Pólya Éva – Máté Zoltán – Oravecz Titanilla
Goodbye CSR? - Environmental, Social and Governance (ESG) factors in tourism 267
Putzer Petra Eszter – Posza Alexandra
Metamarketing: sustainable innovations along the imperative symbiosis of real and virtual opportunities 269
Reményi Andrea
Lessons learned from entrepreneurial failure 278
Repisky Máté
Visual attention in email marketing: Examining the influence of text length and email layout through eye-tracking 289
Sikó Beáta – Huszár Sándor
Exploring Ethical Concerns in Artificial Intelligence and Evaluating the Consequences of Antipathy 299
Somosi Zoltán – Hajdú Noémi
The Impact of Environmental Consciousness and Health Awareness on the Brand Community of Package-Free Stores 300
Szász Tünde – Táskai Ottilia – Hlédik Erika
Analysis of electric scooter usage patterns in Hungary 311
Szemere Dorottya – Iványi Tamás
Examining the attitudes of consumers in Hungary and Slovakia and their information seeking regarding healthcare services 323
Szigeti Szilárd – Józsa László
Fogyasztói magatartásváltozás válságokban 336
Törőcsik Mária
Crises and consumer awareness 340
Törőcsik Mária – Bálint Alexandra
The attitude of Generation Z towards underwear advertisements 341
Török Anna – Szebenszki Noémi – Kriveczky Villő – Malota Erzsébet – Mucsi Attila
What makes a Hungarian destination an experience? Defining the experience factors of domestic destinations using the examples of Szeged and Pécs 343
Török Réka Szabina
Measuring consumer preferences using choice based conjoint analysis. Would you buy an autonomous car? 352
Ujházi Tamás
Measuring consumer preferences for self-driving vehicles after an actual test drive 365
Ujházi Tamás – Lukovics Miklós – Majó-Petri Zoltán – Prónay Szabolcs
What would the ideal electric car would be? Measuring the importance of preferences using Choice Based Conjoint analysis 373
Vereckei-Poór Bence – Ujházi Tamás
AI Adoption in the Chinese Catering Industry: An Exploratory Study 387
Wei Yuling – Simay Attila Endre
Exploring nonstandard service frontline situations 399
Veres Zoltán – Liska Fanny
Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023