A (marketing) világ megkettőződése
Szűcs Krisztián – Putzer Petra – Törőcsik Mária (eds.) (2024): A (marketing) világ megkettőződése - Egyesület a Marketing Oktatásért és Kutatásért XXX. Nemzetközi Konferenciájának Absztrakt- és Tanulmánykötete. Pécsi Tudományegyetem Közgazdaságtudományi Kar: Pécs. ISBN: 978-963-626-318-8 DOI:10.62561/EMOK-2024
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Do digital marketing innovations outperform non-digital marketing innovations in profitability? The landscape of European retailing
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Agárdi Irma – Berezvai Zombor – Alt Mónika-Anetta
Profiting from sustainability? The effect of sustainability-related innovations on the performance of FMCG retailersg
8
Alt Mónika-Anetta – Berezvai Zombor – Agárdi Irma
Crises and consumption - expert opinions
9
Bálint Alexandra – Törőcsik Mária
Handling Uncertainty: The Role of Internal and External Tools in the Case of High Growth Potential Innovative Young Firms
10
Bavlsík Richard – Strausz Kamilla
Public opinion survey on drone use areas in Western Transdanubia
11
Bednárik Éva – Takáts Alexandra – Jámbori Zsuzsanna – Mészáros Katalin
Exploring the factors that influence online and offline volunteer satisfaction and loyalty
12
Béla-Csovcsics Andrea – Kazár Klára
Perception of Chinese car brands in the light of sustainability in Hungary - Using Machine learning methods
13
Benics Kálmán – Béla-Csovcsics Andrea – Táskai Ottilia – Vereckei-Poór Bence
Acceptance and perception of AI-supported mental health services
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Bifkovics Bettina – Kisfürjesi Nóra – Hadadiné Jászay Marianna – Fehér András – Huszár Sándor
Stereotypes when volunteering with Ukrainian refugees
15
Bifkovics Bettina – Malota Erzsébet
Consumer acceptance of new orthopedic surgical procedures, innovative technologies: a survey of attitudes on the side of patients
16
Biró Borbála
The marketing value of negative emotions: partial results of a qualitative research at a Hungarian football team
17
Bodon György – Neulinger Ágnes
Possibilities for Practical Applications of Artificial Intelligence in marketing research
18
Danó Györgyi – Kovács Stefan
Exploring cooperation between for-profit and non-profit organisations at health prevention events
34
Dóra Tímea Beatrice – Szalkai Zsuzsanna – Simon Judit
Study on personalised dietary counseling in Europe
42
Fenyves Noémi Dóra – Kiss Marietta
Opportunities and constraints of VR tourism among people with disabilities
43
Gerdesics Viktória – Nagy Ákos
Literature review of academic advising in higher education
44
Halász Ágnes – Kenesei Zsófia
University elecshock
45
Hargitai Dávid Máté – Sasné Grósz Annamária
The marketing role of wine awards
53
Harsányi Dávid – Ilyésné Molnár Emese – Zarándné Vámosi Kornélia
The mobile augmented reality app experience in retail: a systematic literature review
54
Hartl Katalin – Varga Ákos – Kemény Ildikó
Competency Changes in the Wake of Social Media Marketing Expansion: A Quantitative Analysis of Job Advertisements Published Between 2010-2015
55
Hubert József – Bauer András
The Value Creation of Augmented Intelligence in Marketing
56
Iványi Tamás – Kelemen-Erdős Anikó
Visual creativity and machine intelligence
57
Józsa László – Balla Rita
Segmentation of first-year university students by choice of institution
58
Keller Veronika – Dernóczy-Polyák Adrienn
Uncovering university brand pride – the road towards building a university brand pride scale
59
Kéri Anita
How companies collect customer data? International literature review
60
Keszey Tamara
Patient experience of primary care: examining the duality of personal- and telemedicine
61
Kincsesné Vajda Beáta
The importance of artificial intelligence and sustainability values in university students’ vision of marketing
69
Kovács Stefan – Veres István – Bíró-Szigeti Szilvia
The role of colour in in-store information perception: insights from an eye tracking experiment
77
Lázár Erika – Bakó Lili – Németh Péter
Unveiling the Emotional Experience in Retail Mobile App Usage
78
Lázár Erika – Nagy Ákos – Szűcs Krisztián
Market penetration driven market share increase – A case from the pharmaceutical industry
79
Márk Csaba Antal
Unlocking Insights: A Comprehensive Review of Utilizable Customer Feedback
88
Molnár László – Frau Moreno – Keszey Tamara
Analysis of customer acceptance of neobanks among young adults
89
Molnár László – Nagy Szabolcs – Papp Adrienn
The Role and Impact of Experience Dimensions in Marketing Communication Practices During the Festival Season: Focusing on Generation Z
101
Muzslai Anikó – Cserdi Zsófia
Does a greater institutional distance between an SME’s home country and its export destinations induce greater competitive aggressiveness? A configurational approach
102
Gábor Nagy – József Berács
Analysis of user behaviour towards the use of renewable energy
103
Nagy Szabolcs – Molnár László – Hajdú Noémi
The possibilities of machine learning in marketing research
112
Pál Bertold Csaba – Iványi Tamás
Impacts of value co-creation on consumers in the tourism
120
Papp Adrienn – Marien Anita
Adopting the UTAUT model in higher education: The case of a student career planning technology
121
Pelsőci Balázs Lajos – Kiss Szilvia
Challenges and perspectives: Associations between the perception of life quality and changes in consumption during the pandemic period in Hungary
122
Pólya Éva – Máté Zoltán – Oravecz Titanilla
Competitiveness-based ESG performance measurement of SMEs
123
Putzer Petra – Galambosné Tiszberger Mónika – Márkus Gábor – Tóth-Pajor Ákos – Csapi Vivien
Cross-Cultural Business Negotiations in Developing Markets: Comprehending the Impact of Institutional and Cultural Elements
124
Sengsouly Homedahack – Sasné Grósz Annamária – Józsa László
Analyzing the privacy aspects of behavioural targeting among Instagram users using PLS path modelling
125
Sikó Beáta
Self-congruity in online shopping: Comparative website usability test with eye-tracking
126
Szász Tünde – Hlédik Erika
Dietary supplement consumers focusing on their lifestlye and physical activity habits – systematic literature review
127
Táskai Ottilia – Hlédik Erika
Equity, diversity and inclusion (ED&I) in international marketingcommunication – a literature review
135
Török Anna – Kubinyi Anna Hermina
Study on consumption patterns of sports supplements
136
Újvári Gréta
Navigating the Digital Table: The Influence of Online Reviews on Restaurant Visit Intentions Among Hungarian Consumers
145
Varga Ákos – Jónás Rebeka – Rudolf Alexa
Can specific patterns be described among consumers of fashion industry products?
146
Vizi Noémi – Hetesi Erzsébet
Szűcs Krisztián – Putzer Petra – Törőcsik Mária (eds.) (2024): A (marketing) világ megkettőződése - Egyesület a Marketing Oktatásért és Kutatásért XXX. Nemzetközi Konferenciájának Absztrakt- és Tanulmánykötete. Pécsi Tudományegyetem Közgazdaságtudományi Kar: Pécs. ISBN: 978-963-626-318-8 DOI:10.62561/EMOK-2024