ŽÁK, Štefan – HASPROVÁ, Mária. The Impact of Influencer Marketing on Consumer Behaviour. In Trends and Challenges in the European Business Environment: Trade, International Business and Tourism. International Scientific Conference. Trends and Challenges in the European Business Environment: Trade, International Business and Tourism : Proceedings of the 6th International Scientific Conference, October 17 – 18, 2019 (Mojmírovce, Slovak Republic). – Bratislava : Vydavateľstvo EKONÓM, 2019. ISBN 978-80-225-4646-1, pp. 477-486 CD-ROM.

Social media are currently experiencing great success and their power to influence consumers is growing. The role of opinion leaders in social media marketing is taking over by the so-called influencers who can significantly influence shopping and decision-making behaviour of

MIKLOŠÍK, Andrej – KUCHTA, Martin – EVANS, Nina – ŽÁK, Štefan. Towards the Adoption of Machine Learning-Based Analytical Tools in Digital Marketing. In IEEE Access. – Piscataway : Institute of Electrical and Electronics Engineers. ISSN 2169-3536, 2019, vol. 7, pp. 85705-85718 online.

Exponential technological expansion creates opportunities for competitive advantage by applying new data-oriented approaches to digital marketing practices. Machine learning (ML) can predict future developments and support decision-making by extracting insights from large amounts of generated data. This functionality greatly impacts

VOKOUNOVÁ, Dana. Nákupné štýly mladej generácie. In Marketing science & inspirations : vedecký časopis zameraný na problematiku marketingu a marketingového manažmentu. – Bratislava : Univerzita Komenského v Bratislave, 2019. ISSN 1338-7944, 2019, roč. 14, č. 1, s. 34-41

Nákupné správanie spotrebiteľov je zložitý proces, v pozadí ktorého stojí viacero zdanlivo nesúvisiacich premenných. Pochopenie tohto procesu je dôležité pre marketing všetkých subjektov stojacich na strane ponuky, pretože ich stimuly môžu v danej situácii rozhodnúť, či si spotrebiteľ vyberie práve