Magdalena Kowalska

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Verified

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• PhD
• Professor (Assistant) at University of Szczecin

Cultural heritage institutions are increasingly adopting advanced technologies to enhance accessibility for a diverse range of visitors, including those with disabilities. This paper aims to investigate the deployment of AI-powered telepresence robots within cultural institutions, focusing on their potential to expand access and enrich the museum e...

The implementation of the concept of sustainable marketing in corporate strategies plays a significant role in the realities of the modern market. The failure to include actions for sustainable development in traditional marketing mix tools makes it necessary to redefine them. The main goal of this article is to provide a comprehensive understandin...

Computer programming courses are within the scope of both Computer Science (CS) and Information Systems (IS) studies. Considering, however, the various educational aims and backgrounds of these two types of studies, there is a question whether the same teaching methods and tools could and/or should be used for both. In this paper, we investigate a...

With increasing awareness of the advantages of game-based learning, there is a growing number of studies showing its application to both computer science education and sustainable development education. In this paper, we describe, with the example of the Eco JSity application, how both of these areas can be combined into a single tool. The presente...

Purpose: The main goal of the article is to verify the significance of and evaluate selected online communication tools among young people in three culturally and technologically different countries-Poland, Croatia and China. Design/methodology/approach: The research was conducted using a paper survey questionnaire and CATI methods, on the researc...

The dynamic changes on the market make it necessary to undertake marketing activities that are tailored to the expectations of customers. The wide availability of the Internet and the opportunities it creates, on the one hand, open up space for new forms of reaching customers, and on the other hand, expand the market of competitors to global compan...

Current changes in the business environment mean that the pursuit of economic development—without accounting for social welfare and environmental constraints—is replaced by the concept of sustainable development. Enterprises, in order to meet market requirements, adopt sustainable marketing as part of their strategy to provide long-term benefits in...

Celem artykułu jest eksploracja przekonań i postaw młodych osób wobec wykorzystania blogów firmowych jako narzędzia komunikacji pomiędzy przedsiębiorstwem a klientami oraz źródła informacji o produktach i/lub firmie. W pierwszej części artykułu w oparciu o analizę źródeł wtórnych zaprezentowano historię powstania współczesnych blogów, omówiono ich...

Studies show that in a dynamically changing market saturated with new technologies, enterprises wanting to become competitive, should implement online strategies based on building relationships with the consumer as long-term relationships are more profitable. These companies should strive to build brand loyalty with their consumers. These relations...

Studies show that in a dynamically changing market saturated with new technologies, enterprises wanting to become competitive, should implement online strategies based on building relationships with the consumer as long-term relationships are more profitable. These companies should strive to build brand loyalty with their consumers. These relations...

The growing awareness of weaknesses on traditional marketing activities leads to the search for new paradigms, which will be characterized by a high level of effectiveness. To accomplish the mission, modern enterprises are required to diffuse new technologies into marketing activities that will aim to shape interactive and long-term relationships w...

About once a decade appears a new technological platform, which fundamentally changes the rules of business. In any case, regardless of the dynamics of competition, the winners are those who understand and use the new technology properly. What revolutionizes business today are social media. The aim of this article is to identify the opportunities f...

The e-commerce market in Poland is dynamically developing. The growing interest in online shopping has resulted in an increase in the number of online stores, currently 6 to 8 thousand stores are registered in Poland every year (Bisnode, 2016). Building effective sales strategies on the Internet requires knowledge of purchasing behavior of e-consum...

The development of the online environment, particularly the access to information resources and new information and communication tools, undeniably and dynamically affect marketing. The properties distinguishing the online environment, such as speed, interactivity and multimediality determine the way businesses function on broadly defined markets a...

E-mail marketing enables companies to acquire new customers, build and develop lasting relationships with them, conduct research and maximize profits from sales in the group of customers already acquired. Nevertheless, in order for communication via e-mail to be effective, it is necessary to adjust the form and content of sent messages to the stage...

For many years, factors influencing consumer market behavior have been the subject of consideration of researchers involved in the analysis of decision-making processes and consumption. Today, due to its growing market importance, the segment of young consumers is becoming a subject of in-depth analysis. Knowledge of the behavior of this group and...

Openness, partnership, community of resources and global reach are the four pillars of wikinomics. This phenomenon – based on spontaneous mass collaboration – gained importance due to the development of new technologies providing opportunities for its application in a company. The article aims to introduce the phenomenon of wikinomics by discussing...

The Internet of Things is the next step in the information revolution that exerts an unquestionable impact on the transformation of the market in almost all its areas. Data obtained from devices are becoming a completely new way to stimulate innovation that is sought by companies in order to create a sustainable competitive advantage and to exceed...

Nowadays, mobility is becoming an integral part of the access to the Internet. Wide availability of mobile technology makes its usage more common in new areas, giving consumers new opportunities, thereby changing their market behavior. The purpose of this article is to characterize a segment of m-consumers and to indicate their growing importance i...

Separating a certain area of activity from the organization and giving it into the hands of the “crowd” in the form of an open call is referred to as crowdsourcing. Platforms allowing for an interactive contact with communities are growing in importance due to the increasing use of the Internet. On the one hand, these tools are a great way to commu...

The article presents synthetic analysis of the development of the presumption phenomenon and its relationship with the other concepts of marketing. Moreover, the author identifies the changes occurring in the consciousness and behaviour of consumers,which are mainly determined by the spread of the Internet. Identification of these key changes has a...

Due to emancipation, professional career and an increasing purchasing power, the role of women in Poland has changed considerably. The times when all purchasing decisions were made only by men - when goods and services available on the market were mostly directed to this segment of consumers - are long gone. Nowadays, the segment of Polish women is...

This article aims to identify the ways to increase the effectiveness of content marketing through the use of context marketing tools aimed to make the content more desirable in the eyes of a potential customer. The study emphasises the significant position of the content marketing strategy in marketing activities and also shows the objectives that...

The aim of this article is to present the role that private labels play in the modern economy. The article highlights the growing importance of trade marks as indicated by higher market share growth of these products rather than of branded products. The article presents the quantitative market share of private labels in Poland and Europe. Moreover,...

An aim of considerations is to present the tendencies to changes in consumers’ behaviours towards virtualisation and cocooning. In her work, the author characterised individual trends and made an attempt to identify the correlation taking place between them. As the research method there was selected desk research consisting in an analysis of variou...

This aim of this article is to present the activities of social media as tools used by enterprises in marketing activities to build relationships with their customers. The paper presents the evolution and the new principles of marketing being the result of the changes occurring in the environment. Additionally, the paper presents the classification...

More often through the use of data exchange platforms, blogs or wiki sites Internet users have a significant impact on the reputation of the company, its sale and sometimes even determine its position and remain on the market. This happens because of the possibilities posed by new computing platforms that allow for commenting and voting posted cont...

An aim of the article is to present the theory concerning the phenomenon of gameficition and its specific manifestation in the form of advertisement games, advergames, which are used for marketing actions. Moreover, combination of promotion with provision of clients with entertainment and pleasure at leisure was in the article supported by examples...

Technological progress and increasing accessibility of Internet cause significant changes in consumers behavior. New informatics technologies has impact mostly on young generation, which uses it in everyday life but also in market processes. Young people raised in digital era occurred to be different comparing to older generations. According to tha...