Nowadays, protection of the natural environment is the fundamental duty and challenge of humanity. Adverse environmental changes make it necessary to encourage behaviors that will reduce our negative impact. Due to the development of media, information reaches consumers through various channels. New media, including mobile applications, are becoming increasingly popular. Their potential impact on young consumers cannot be overestimated as young people are able to modify their attitudes, behaviors and habits more easily than older ones. The main aim of this study was to recognize the use of eco-applications as a new source of information in the field of pro-environmental behavior of young people studying in Poland. The research objectives included the identification of pro-environmental behaviors most often declared by students, verifying their recognition and use of eco-applications, and determining the features of eco-app design expected by young users. The study involved the methods of desk research, in-depth interview and computer-assisted web interviewing (CAWI). The empirical material obtained from 772 students representing Generation Z underwent quantitative and qualitative analysis, which allowed for the verification the proposed hypotheses. The respondents most often declared pro-environmental behavior in the household context. As regards eco-apps, the respondents were most likely to recognize applications promoted via traditional media. The main feature expected of eco-app design was ease of use, which does not mean that users expected the app to be in Polish, as this criterion was relatively low rated. The Mann-Whitney test and the Kruskal-Wallis test revealed relationships between such variables as gender, place of residence or income and pro-environmental behavior, the use of selected eco-apps and the expected features of eco-app design.
Technological development at the turn of the 20th and 21st centuries determined the possibilities of communication. Internet access has resulted in the rapid development of social media, bringing together users from around the world. Social media affect all aspects of human life, including leisure and tourism. The article focuses on the element of this influence, namely the selection of tourist destinations made by Generation Y. It presents the influence of social media on consumer choices in tourism and the specificity of tourist products. The main purpose of the study was to indicate the most commonly used social media in the process of selecting a tourist destination and implementing the journey by Generation Y. The analysis of research results shows the important place of social media in the life of Generation Y. They mostly trust materials shared in social media, although they are aware of it coloring reality, and sharing impressions from tourist destinations is per se the purpose of the trip. Facebook, YouTube, and Instagram are the most used social media for Generation Y. It was also important to define the purpose of activity in social media (SM). Studies have shown the emergence of goals not yet declared among young SM users. One of the main goals of a trip is to report and share travel content in social media. The survey method and the analysis of the literature and available reports were used. A diagnostic survey was conducted among Polish SM users, who are considered representatives of Generation Y. The survey was conducted using the CAWI (Computer-Assisted Web Interviews) method. The subject requires further empirical research.
This paper explores the availability and use of media information sources in rural areas. The theoretical part compares the content delivered by traditional media to the one delivered by new media. The empirical part provides analysis of data from years 2013 -2017 provided by the Central Statistical Office (GUS), which show changes in the availability and use of information and communication technologies (ICT) in Poland by household, with particular focus on rural areas. Additionally, the paper presents the findings of the study Polish Rural Areas and Agriculture (Polska Wies i Rolnictwo) carried out for the Ministry of Agriculture and Rural Development and subordinate institutions, including: Agency for Restructuring and Modernization of Agriculture (ARiMR), Agricultural Market Agency (ARR), Rural Property Agency (ANR) and Agricultural SocialInsurance Fund (KRUS). The study was conducted in years 2014-2016 and involved a survey research of rural residents, including farmers. Part of the study focused on media information sources. The paper uses a descriptive method, and detailed data is presented in a tabular format. The analysis demonstrates that there is less availability and use of new ICT in rural areas compared to Poland's average, but these differences are gradually decreasing. In particular, a high growth rate was recorded in the category of household access to broadband Internet, the number of farmers and rural residents regularly using the Internet increased and so did number of rural residents using social networking sites. The awareness of the role of competences necessary to use new technologies is also growing. However, rural residents and farmers are still less likely to use e-government services. Farmers still consider television to be the main source of information on available EU funds for the development of agriculture and rural areas, although they also hold the opinion that the Internet should be used more widely. Central Statistical Office (GUS) Statistical Office in Szczecin. Information and Statistics, Warszawa -Szczecin 2017, pp. 108-120.As for the access to the Internet, in 2017, 78.6 % of households in rural areas had Internet access compared to 81.9 % of households nationwide. In comparison to 2013, the biggest increase in the Internet access rate was recorded in rural areas and in areas with low urbanization (respectively 10.8 and 11.6 percentage points). Also access to broadband Internet needs to be mentioned here. Rural households were much less likely to have broadband Internet access than households in cities. In 2017, this proportion was 74.1 % in rural areas, and 81.5 % in big cities. Source: authors' elaboration based on: Information Society in Poland. Statistics from the years 2013 -2017. Central Statistical Office (GUS) Statistical Office in Szczecin. Information and Statistics, Warszawa -Szczecin, pp. 134 -135.In 2017, the survey was supplemented by a new question concerning the respondents' participation in sharing economy -using websites or applications that act as interme...
Searching for information on products and services combined with the growing interest in social media make them important channels of marketing communication and more and more companies see their advertising potential. In order to demonstrate the role of social media in shaping the corporate image and branding the paper discusses the reasons for companies' interest in this form of communication, its application in the internal communication system as well as the benefits and risks of a brand engagement in social media. According to the research presented in the literature and our own study social marketing has become an important and desirable channel for image building and brand promotion.
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