Szűcs Krisztián – Putzer Petra – Törőcsik Mária: A (marketing) világ megkettőződése

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

A (marketing) világ megkettőződése

Do digital marketing innovations outperform non-digital marketing innovations in profitability? The landscape of European retailing 7

Profiting from sustainability? The effect of sustainability-related innovations on the performance of FMCG retailersg 8

Crises and consumption - expert opinions 9

Handling Uncertainty: The Role of Internal and External Tools in the Case of High Growth Potential Innovative Young Firms 10

Public opinion survey on drone use areas in Western Transdanubia 11

Exploring the factors that influence online and offline volunteer satisfaction and loyalty 12

Perception of Chinese car brands in the light of sustainability in Hungary - Using Machine learning methods 13

Acceptance and perception of AI-supported mental health services 14

Stereotypes when volunteering with Ukrainian refugees 15

Consumer acceptance of new orthopedic surgical procedures, innovative technologies: a survey of attitudes on the side of patients 16

The marketing value of negative emotions: partial results of a qualitative research at a Hungarian football team 17

Possibilities for Practical Applications of Artificial Intelligence in marketing research 18

Social marketing challenges in relation to achieving sustainable development goals 19

The meeting of “Liberal Civil Intellectuals” and “Conservative Christian-Democrats” in the world of political narrative: Keyword semantics on a demographic, party- and communication channel preference basis 27

Exploring cooperation between for-profit and non-profit organisations at health prevention events 34

A study of electronic health literacy in the elderly population 41

Study on personalised dietary counseling in Europe 42

Opportunities and constraints of VR tourism among people with disabilities 43

Literature review of academic advising in higher education 44

University elecshock 45

The marketing role of wine awards 53

The mobile augmented reality app experience in retail: a systematic literature review 54

Competency Changes in the Wake of Social Media Marketing Expansion: A Quantitative Analysis of Job Advertisements Published Between 2010-2015 55

The Value Creation of Augmented Intelligence in Marketing 56

Visual creativity and machine intelligence 57

Segmentation of first-year university students by choice of institution 58

Uncovering university brand pride – the road towards building a university brand pride scale 59

How companies collect customer data? International literature review 60

Patient experience of primary care: examining the duality of personal- and telemedicine 61

The importance of artificial intelligence and sustainability values in university students’ vision of marketing 69

The role of colour in in-store information perception: insights from an eye tracking experiment 77

Unveiling the Emotional Experience in Retail Mobile App Usage 78

Market penetration driven market share increase – A case from the pharmaceutical industry 79

A comparative analysis of the social media performance of dominant food content creators during the Holiday campaign period 87

Unlocking Insights: A Comprehensive Review of Utilizable Customer Feedback 88

Analysis of customer acceptance of neobanks among young adults 89

The Role and Impact of Experience Dimensions in Marketing Communication Practices During the Festival Season: Focusing on Generation Z 101

Does a greater institutional distance between an SME’s home country and its export destinations induce greater competitive aggressiveness? A configurational approach 102

Analysis of user behaviour towards the use of renewable energy 103

The possibilities of machine learning in marketing research 112

Tradition and innovation: the double success factor for spirit brands 119

Impacts of value co-creation on consumers in the tourism 120

Adopting the UTAUT model in higher education: The case of a student career planning technology 121

Challenges and perspectives: Associations between the perception of life quality and changes in consumption during the pandemic period in Hungary 122

Competitiveness-based ESG performance measurement of SMEs 123

Cross-Cultural Business Negotiations in Developing Markets: Comprehending the Impact of Institutional and Cultural Elements 124

Analyzing the privacy aspects of behavioural targeting among Instagram users using PLS path modelling 125

Self-congruity in online shopping: Comparative website usability test with eye-tracking 126

Dietary supplement consumers focusing on their lifestlye and physical activity habits – systematic literature review 127

Equity, diversity and inclusion (ED&I) in international marketingcommunication – a literature review 135

Study on consumption patterns of sports supplements 136

Navigating the Digital Table: The Influence of Online Reviews on Restaurant Visit Intentions Among Hungarian Consumers 145

Can specific patterns be described among consumers of fashion industry products? 146

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