Recent years have seen an increase in the role of social media in the communication of energy sector companies (ESCs) with consumers. Currently, consumers look for information, create it themselves, and share it with other Internet users. eWOM communication means that energy companies, firstly, must be present in social media so that consumers can get to know them better, and secondly, they must consciously shape their image according to the expectations of their customers. One-way communication, such as customer satisfaction measurements, is no longer enough to know their preferences. Market trends indicate that for current buyers—both consumer and non-consumer products—the image of a “green product” or a “green company” is expected. Only a few companies report that they are harmful for environment. All companies report that they are generally community friendly. The consumer would like to know, in particular, about the harmfulness to the environment. Thus, there is a knowledge gap that the companies are not filling. In addition to the advertised satisfaction indicators, you can also test customers’ perceptions of environmental responsibility. That is, the research and results in the area of social responsibility must also be accompanied by environmental responsibility. Therefore, the article aims to indicate whether the level of consumer engagement in social media affects the perception of the green energy business model and how the attitude and pro-environmental behavior of social media users affects this perception. The paper also identifies factors related to social media that influence the perception of ESCs.
Abstract:Emergence of smartphones with strong wireless networking capabilities has set the field for foundation of a various mobile commerce services. The improving access to wireless communication technologies is bringing mobile commerce to the focus of marketers and retailers as a new marketing and retail channel in the context of multichannel retailing. Research studies deal with the level of adoption and factors influencing adoption of mobile commerce within various groups of consumers in different markets. However, there is a scarcity of research studies explaining level of mobile commerce adoption in Central and Eastern Europe. The main goals of the paper are to explain the level of adoption in three countries in this region and to describe patterns of usage of smartphones and mobile applications as shopping tools within the population of young consumers in those markets. This paper, based on secondary data, explains the state of the art of smartphone usage in Poland, Croatia and Serbia. Furthermore, based on a primary quantitative survey on student population, the paper brings valuable data on smartphone and mobile application among young customers in mentioned markets. The primary research was conducted on more than 450 examinees in Poland, Croatia and Serbia and in this paper basic descriptive statistical analysis was conducted in order to discuss types of activities and some basics characteristics of young consumers regarding mobile commerce in general.
The considerations in this article address the issue of the relationship between the perception of the organization and the attitude of employees from the perspective of the employer's activities in the area of social responsibility. Several conclusions were made, based on both literature studies and empirical studies conducted among the employees of trade companies. Firstly, the existence of a connection between the perception of the employer and the level of their involvement in CSR activities was confirmed. The relationship between the perception of the organization and the influence of the immediate manager on this evaluation was also indicated. However, no relationship was found between the selected proenvironmental activities of the employee undertaken on a personal level, and their level of involvement in the workplace, or their perception of the employer.Keywords: CSR, employees engagement, perception of the employer, trade organizations.Streszczenie: Rozważania zawarte w niniejszym artykule podejmują zagadnienie relacji między postrzeganiem organizacji a postawą pracowników z perspektywy działań pracodawcy w obszarze społecznej odpowiedzialności. Na podstawie studiów literaturowych i badań empirycznych przeprowadzonych wśród pracowników firm handlowych sformułowano kilka wniosków. Po pierwsze, potwierdzono istnienie związku między postrzeganiem pracodawcy a poziomem jego zaangażowania w działania CSR. Wskazano na obecność związku między postrzeganiem organizacji a wpływem bezpośredniego przełożonego na tę ocenę. Nie wyka-1 The research described in this paper was funded by the NCN under the grant No. DEC-2011/03/B/ HS4/03576. zano jednak związku między wybranymi działaniami proekologicznymi pracownika na gruncie prywatnym a jego zaangażowaniem w miejscu pracy oraz postrzeganiem pracodawcy.Słowa kluczowe: CSR, zaangażowanie pracowników, postrzeganie pracodawcy, sieci handlowe.
As an innovative approach to retail, mobile commerce develops rapidly during last decade. It brings new challenges and opportunities in front of retailers who have to adapt their business strategies to new generation shoppers. With a good understanding of the shoppers' online purchase intention, retailers are able to develop effective online strategies to attract new and keep loyal web-shopping customers. The purpose of this paper is to explain the online shopping orientation in the context of country of origin. There is a limited number of such research in Central and Eastern Europe, so there is a lack of knowledge about young consumers from this region and their attitude as mobile technology users. The article is based on the research conducted in Poland, Croatia and Serbia where 454 young non-randomly selected respondents answered online survey questions. The research hypotheses were tested using correlation and non-parametric statistics. Differences between observed countries suggest that there is a necessity to adapt approach concerning online retailing even at the market with similar characteristics. Therefore, creators of marketing and sales strategies of online and omnichannel companies should consider this fact when planning business strategies.
Too much data describing a given phenomenon requires synthesizing them. For this purpose, researchers can use various methods of analysis. Factor analysis is one of them. In this section, first the basic theoretical aspects of factor analysis, as well as the stages of its use are described while presenting the essential minimum necessary to understand the essence of the method. The second part presents an example of the use of this method in research on sustainable consumption. The last part of this chapter presents case study of the use of factor analysis in research on managers’ ethics in retail industry.
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