The complex process of online information search has been of great interest to academics and practitioners, regarding its motivation, triggers, phases, and various aspects of user search behavior. Web search spanning multiple sessions has been studied, including users switching between
KUCHTA, Martin. Digitalizácia influencer marketingu prostredníctvom informačno-komunikačných technológií. In Nové technológie a postupy vo vzdelávaní, podnikaní a obchode 2020 : zborník vedeckých statí. – Bratislava : Vydavateľstvo EKONÓM, 2020. ISBN 978-80-225-4726-0, s. 63-70 online
Influencer marketing je relatívne nové odvetvie marketingu, ktoré naberá na popularite a značky do neho investujú čoraz väčšie objemy finančných prostriedkov. Rešerš dostupných internetových zdrojov pomohol definovať proces influencer marketingu, ktorý je spracovaný do procesnej mapy. Článok zároveň identifikuje a
VOKOUNOVÁ, Dana. Young People and Influencers. In Central and Eastern Europe in the Changing Business Environment. International Joint Conference. Central and Eastern Europe in the Changing Business Environment : Proceedings from 20th International Joint Conference, October 26 – 27, 2020, Prague, Czech Republic and Bratislava, Slovakia. – Praha : Oeconomica Publishing House, University of Economics, Prague, 2020. ISBN 978-80-245-2395-8. ISSN 2453-6113, pp. 303-311 online
The influencers spread information, pictures and stories or they express different opinions about products or services via various social media channels, such as blogs and social networks. They are often considered experts in their field and their opinions have a
KUCHTA, Martin – STANKOVÁ, Monika. The Impact of Demographic Factors on Seasonal Shopping Sensitivity. In Central and Eastern Europe in the Changing Business Environment. International Joint Conference. Central and Eastern Europe in the Changing Business Environment : Proceedings from 20th International Joint Conference, October 26 – 27, 2020, Prague, Czech Republic and Bratislava, Slovakia. – Praha : Oeconomica Publishing House, University of Economics, Prague, 2020. ISBN 978-80-245-2395-8. ISSN 2453-6113, pp. 126-137 online
Seasonality can serve as an eligible topic for adjustment of the shopper marketing activities. A purchase reaction of a shopper can be contingent on demographic factors. The main aim of the article is to identify the impact of the demographic
STANKOVÁ, Monika. Súčasné trendy v Influencer marketingu. In Nové technológie a postupy vo vzdelávaní, podnikaní a obchode 2020 : zborník vedeckých statí. – Bratislava : Vydavateľstvo EKONÓM, 2020. ISBN 978-80-225-4726-0, s. 90-96 online
The expansion of the use of social networks has led to changes in the communication of brands and companies with consumers. With the growth of social networks, Influencer marketing has gained in popularity in recent years. The main goal of
MIKLOŠÍK, Andrej – KUCHTA, Martin – HASPROVÁ, Mária – EVANS, Nina. Are Australian TV Advertisers Aware of Evolving Online Information Search Patterns? In IEEE Access. – Piscataway : Institute of Electrical and Electronics Engineers. ISSN 2169-3536, 2020, vol. 8, pp. 143066-143075 online.
The viewers‘ response to television advertising has changed dramatically over the past years. Search visibility of advertisers has become of paramount importance to ensure that communication messages are followed up appropriately, and that the specific brand is considered in the
KUCHTA, Martin. Sledujú ich milióny, aj keď nie sú skutoční. Kto sú virtuálni influenceri. In Živé aktuality. – Bratislava : Ringier Axel Springer SK, 2020. ISSN 1335-860X, 25.3.2020, s. [1-3] online.
Pokročilé technológie vizualizácie dnes dokážu vdýchnuť život vymysleným postavám. Marketéri ich vedia využiť vo svoj prospech. Pojem „influencer“ je dnes už pevne zakorenený v slovníkoch marketérov. Internet, a predovšetkým sociálne siete otvorili nový svet možností pre sebapropagáciu a vytvorili spôsoby,
KUCHTA, Martin. Extent of Data Utilization within Digital Marketing Processes. In Studia commercialia Bratislavensia : vedecký časopis Obchodnej fakulty Ekonomickej univerzity v Bratislave. – Bratislava : Ekonomická univerzita v Bratislave, 2020. ISSN 1339-3081, 2020, roč. 13, č. 1, s. 35-43 online
Data is currently the most valuable source in decision making process within digital marketing firms. The main aim of the article is to examine extension of data utilization within digital marketing processes. Research of the main aim was supported by
KUCHTA, Martin. Fenomén menom TikTok: čo to je a kde sa vzal? In Živé aktuality. – Bratislava : Ringier Axel Springer SK, 2020. ISSN 1335-860X, 10.1.2020, s. [1-3], [3,75 NS] online.
Sociálne siete sú na mediálnom trhu stálicou. Platformy, ako Facebook, YouTube, Instagram a iné sú súčasťou našich každodenných životov a po viac ako dekáde fungovania ich už nemožno označiť za trend. Na princípe sociálnej siete však stále možno postaviť platformu,
ŽÁK, Štefan – HASPROVÁ, Mária. The Role of Influencers in the Consumer Decision-Making Process. – Registrovaný: Web of Science. In Globalization and Its Socio-Economic Consequences. International Scientific Conference. Globalization and Its Socio-Economic Consequences : “Sustainability in the Global-Knowledge Economy”. – Žilina : Žilinská univerzita v Žiline, 2020. ISSN 2261-2424, pp. [1-7] online.
In the contemporary globalised markets opinion leaders play a vital role in the process of the purchasing decision-making of consumers. Thanks to their individual skills, specific knowledge or their personality, opinion leaders have a direct or indirect influence on the