Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó: Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület

Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület

Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.) (2025): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 DOI:10.62561/EMOK-2025

Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület

Consumer behavior changing because of crises. Results of in-depth interview research 9

The role of online platforms in becoming a blood donor 10

New Pathways to Airport Inclusion: Best Practices and Challenges in Supporting Individuals with Hidden Disabilities 12

Analysis of the factors influencing the sharing behaviour of advertising videos for complex decision making among parents with young children 13

What determines how I experience VR? Personality and VR 15

Attitude Patterns in Sustainable Consumption: An Empirical Exploration Based on a Large-Scale Survey 17

Helping students in career planning: Investigation of a data-driven academic advising platform 18

Silicon Valley or the Southern Great Plain? Thematic comparative code matrix-based heatmap analysis of international student satisfaction in two universities 20

Digital ageism: conceptual frameworks and research opportunities 21

Motivations and Limitations in Student Research Societies’ Mentoring 22

Human or Machine? Consumer Attitudes and AI Recognition in Visual Advertising 24

Our Teachers: The Role and Effectiveness of AI-Based Gamified Language-Learning Apps in Language Learning 25

Understanding Medication Adherence Through the Lens of Consumer Timework 27

The role of trust in the acceptance of artificial intelligence in the beauty industry 28

The eyes are the window of the soul (and the UX)? - Pupil size as an indicator of emotional response in user experience research 29

Culture in a bite: Traditional Hungarian cuisine as a bridge to the acculturation of international students 31

Fiction or Familiar? Exploring Consumer Responses to Humanlike vs. Nonhuman Virtual Influencers 32

The human element in AR: how consumers’ personal value orientations affect the Augmented Reality customer experience in online beauty retail 33

Marketing: The synergy of science, consulting and practice 34

Changes in consumer attitudes and shopping habits during the inflation crisis 2022-2023 in Hungary: results of a national representative survey 35

The Sustainability Tree and ESG Maturity Matrix as a Conceptual Framework for Assessing SMEs' Sustainability Transition 37

Investigating the Impact of Artificial Intelligence-generated Advertisements and Visual Content on Consumer Decisions in the Office Equipment Market 39

Twisting world - Circular economy in different cultures’ fashion industry 41

Exploring attitudes towards targeted online advertising through in-depth interviews 42

The role of self-congruity in the visual processing of hedonic and utilitarian attributes 43

AI in Service Innovation: A Bibliometric Analysis 44

“Show me the money”: E-sports betting behaviour of GenZ: antecedents, motivations, moderators 45

Factors influencing movie consumption behavior: a brief systematic literature review 46

How do we use AI? Exploring AI usage patterns and attitudes among marketing educators in Hungary 47

Measuring patient satisfaction in outpatient care, focusing on private healthcare: a brief systematic review of the literature 50

Examination of Added Value and Customer Trust from a Marketing Management Perspective 60

Inter- and intragenerational knowledge transfer in the acquisition of digital competences 67

Social competitiveness in a chaotic world 79

Smartphones, Smart Votes? Technology, Education, and Political Divides in the 2024 U.S. Presidential Race: Degrees, Devices, and Democracy as Structural Correlates of Voting 90

Messages and Persuasion: Openness to Artificial Intelligence in the Mental Health Context Among Generation Z 100

Analysis and grouping hotel online guest assessments with the Servqual method 115

A Face Behind the Brand: The Role of Nonverbal Communication in Brand Humanization 125

Food Marketing Strategies on Social Media - A Systematic Literature Review 136

Identification and Profiling of Clusters based on Attitudes Towards Artificial Intelligence 143

Consumer-centred website development for a Hungarian university: A case study 158

Emotion or rationality? Investigating decision mechanisms in the travel planning phase 169

How Do Small Town Leaders Evaluate Their Settlements? – The Relationship Between Problem Perception and Satisfaction 178

Analysis of factors influencing selective waste collection in a high school sample 188

Technology Acceptance of Mobile Commerce Applications – A possible framework 198

Identifying Alumni Segments based on their Engagement and Involvement level 207

Identity, Culture and Consumption – A Theoretical Approach Through the Example of China 217

The Role of Value-Based Healthcare in Social Value Creation: Challenges and Opportunities through the Lens of Health Policy and Nonprofit Marketing 232

Three years, three surveys: changes in the social acceptance of electric vehicles 247

The impact of crises on consumer behavior 261

The Power of Social Influence: The Impact of Herd Behavior and e-WOM on Online Hotel Booking Intention 262

Universities at the Forefront of AI-driven Social Tranformations – A Comprehensive Study on Students’ Technology Acceptance 264

Call-to-Action in social media advertisement: An examination of Reactance 270

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