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Zápis z porady 22/2024 (3. 12. 2024)
(2024) Vencláková, Jitka
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The influence of the Big Five, WOM communication and satisfaction on consumer loyalty in the Republic of Serbia
(Technická Univerzita v Liberci, ) Djukic, Suzana; Stankovic, Jelena; Ekonomická fakulta
The concept of consumer loyalty plays an important role in business existence in the current competitive business environment. Consumer loyalty is researched in different ways by considering the characteristics of the consumer’s personality, mutual communication between consumers, and their satisfaction with the company, products/services and numerous other determinants. Consumer personality is a potential marketing strategy for increasing loyalty towards a company, product and/or service, because many customers choose products that match their personality. The manner of communicating and conveying the experience of the product also depends on the consumer’s personality traits, and this further affects a consumer’s loyalty. Also, consumer satisfaction is another concept of qualitative and quantitative assessment of consumers after purchase, and it is a predictor of consumer loyalty and a free source of promotion for the company. The authors’ goal is to examine the relationship between the concept of consumer personality, word of mouth (WOM) communication, consumer satisfaction, and loyalty on the mobile phone market in the Republic of Serbia, and then to make relevant conclusions about the mutual influence of the given factors in relation to the conducted empirical analysis. The data was obtained with the help of an online survey questionnaire, while the results were processed in statistical software packages for social sciences SPSS and AMOS. The research results show that all the researched variables included in the paper (Big Five, WOM communication, satisfaction) significantly influence consumer loyalty on the aforementioned market in the Republic of Serbia. The research explicitly builds on and contributes to previous literature on brand management, as it analyzes important predictors of consumer loyalty within a specific research area. Future studies could strengthen the existing literature by analyzing consumer loyalty towards a specific brand.
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Customer engagement in Facebook brand communities: A case study from automotive in the Czech Republic
(Technická Univerzita v Liberci, ) Eger, Ludvik; Turchyn, Liuba; Ekonomická fakulta
Social media is a valuable medium for customer engagement, maintaining existing customers and for acquiring prospective customers. Social media platforms are increasingly adopted as strategic communication tools for building brand equity and consumer engagement. The main objective of this study is to examine the roles of company-created content on Facebook in enhancing brand visibility and interaction between brand and consumer response. In this study, four official Facebook profiles from automotive brands were collected and surveyed and then the data were analyzed in detail using content analysis. Evaluation using the uses and gratification theory and the application of correspondence analysis of content related to the consumer’s point of view brings new insights to brand communication using social media. The findings document how selected categories according to user gratification theory influence users’ engagement. Both quantitative analysis of brand communication via Facebook and a qualitative survey of the posts with top engagement show differences in the marketing strategy of automotive brands in their social media communication. The findings of best-published posts could also be used as an example for benchmarking. The research provides a theoretical and practical understanding of social media marketing that can guide managers’ decision-making when developing and improving their social media marketing activities focused on brand communities.
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Opportunities and challenges for managers within the East-European agriculture sector: Case study on Romania
(Technická Univerzita v Liberci, ) Dinca, Violeta Mihaela; Trocinescu, Beatrice; Stamule, Simona; Bunea, Mariana; Dinu, Vasile; Ekonomická fakulta
Agriculture has always been essential to the development of human society, providing the food necessary for human survival. For the Romanian economy, agriculture is a very important sector in terms of the number of enterprises involved and the agricultural area used, but also because of the workforce employed in the sector. However, Romanian agriculture is a vulnerable sector, which has had to face several unfavourable events in recent years. The COVID-19 pandemic, the energy crisis, the conflict in Ukraine, and the lack of agricultural inputs have brought many risks for Romanian farmers in 2023, such as higher food prices and more expensive electricity for consumers. This paper aims to identify the perceptions of the managers regarding the outcomes of the recent events (the COVID-19 pandemic, the energy crisis, the conflict in Ukraine) on the future potential of agriculture in Romania and to determine their perceptions about the impact of other issues with which agricultural companies had to deal with in recent years (climate change, draught, inflation, governmental measures). Other goals of the paper were to find out the managers’ plans and prospects to potentially introduce or use new technologies and digitization within their own companies and uncover their assessments regarding the sector’s future within the European and international context. To identify these perspectives, qualitative research was carried out through in-depth interviews with respondents holding leadership positions within 16 Romanian agricultural companies. The data was analyzed in order to identify similarities and discrepancies within their statements and find corroborative ideas that could help improve the sector. The results of the paper showed how the COVID-19 pandemic and the unstable geo-political context along with other issues increased production costs, but favored digitization and technology. In the past years, because different events changed the European and Romanian economy, a lot of academic research has revolved around the areas of health, energy and technology. Therefore, the study brings elements of originality because of the theme and the approach, which provide valuable insights not only for Romania but for other countries in the region as well.
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Can executive incentives improve corporate ESG performance? Evidence from Chinese listed companies
(Technická Univerzita v Liberci, ) Deshui, Ma; Guohua, Wang; Akbar, Ahsan; Usman, Muhammad; Sokolova, Marcela; Ekonomická fakulta
This paper examined the driving factors of ESG performance in Chinese listed companies from the perspective of executive motivation and found that: (1) monetary compensation incentives and equity incentives exert a sizeable impact on enhancing corporate ESG performance, and the robustness test results remain unchanged; (2) corporate strategic change and green technology innovation play a mediating role in executive motivation and corporate ESG; (3) the promotion effect of executive monetary compensation incentives on ESG performance is more significant in state-owned enterprises and heavily polluting entities, while the impact of executives’ equity incentives on ESG performance is suppressed in state-owned enterprises; and (4) the economic effect test shows that good ESG performance has a positive economic influence of reducing a firms’ litigation risk and idiosyncratic risk. This paper provides empirical evidence for Chinese listed companies to improve ESG performance.