Štefan Žák

University of Economics in Bratislava · Department of Marketing

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 behaviour. Web search spanning multiple sessions has been studied, including users switching between devices. The study presented in this paper aims to critically...

Research background: Opinion leaders have always influenced consumers’ decision-making process. At present, with the development of digital technologies and social networks, influencers have taken on the role of opinion leaders worldwide. Influencers represent a very authentic group of people who publish their attitudes, opinions and observations t...

The paper deals with shifts in outdoor cultural consumption in Slovakia and explores the presence of the so called "Lipstick effect" related to the hedonic consumption in times of economic downturns. Based on the two-stage primary research we analyse the attendance at cultural events (visit to theatre, cinema, concert, opera, ballet, dance, exhibit...

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 attitudes and decisions of consumers. In the contemporary globalised marketing...

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 and streamlines...

Introduction. To make their information available to users, organizations need to be aware of the impact of time-evolving factors affecting the organic search visibility of their websites. The current methods of assessing factors’ individual contributions to search ranking are not viable. Method. The objective of this paper is to create a unive...

Websites using content as their main asset need to ensure a steady revenue flow from their digital projects. Along with the subscription models, this is mainly achieved by the efficient delivery of advertisements (ads) to their readers. Website users stand as an opposition to this initiative, protecting their privacy and trying to improve their use...

The study investigates innovations and a new product development process in Slovak Republic. The findings extend and update existing innovations knowledge at a firm level. Relationships between the researched parameters were identified based on the market data given by enterprises. There is a need to increase awareness of innovations superiority as...

Search engines represent an essential channel for promoting mHealth applications. Links to a website, application store, or other resources appearing on the first search engine results page generate traffic and increase the number of application downloads. The aim of this paper is to identify the state of promotion of mHealth applications from the...

This article deals with issues of systemic implementation of knowledge management processes. As the authors prove, this approach enables companies generate a sustainable competitive advantage. Thanks to this, they should strive for increasing the efficiency of knowledge management. When applying these processes, many kinds of barriers tend to arise...

The current technological advancement and the mass utilization of information and communication technology create a milestone in the way marketing research is conducted. The presented scientific contribution focuses on the identification of innovative research methods and techniques, which have the highest degree of applicability in the process of...

The aim of this article is to identify the deficiencies in the application of search engine marketing tools in the academic sector in Slovakia and to formulate recommendations for improvements. In the presented research study we proved that the faculties of Slovak universities lag in implementation of marketing activities, and especially, the Inter...

The all-encompassing global economic crisis ceaselessly imposes budgetary constraints and forces on an unforeseen scale the relentless exploration of cost-free solutions– in line with etymology of the word “crisis” Accordingly, ad hoc internationalisation abroad (outward mobility) is being challenged under sustainable reciprocal domestic internatio...

The all-encompassing global economic crisis ceaselessly imposes budgetary constraints and forces on an unforeseen scale the relentless exploration of cost-free solutions– in line with the etymology of the word “crisis” Accordingly, ad hoc internationalisation abroad (outward mobility) is being challenged under sustainable reciprocal domestic intern...

National economies are looking for ways to stabilize their performance and ensure continuous economic growth. Innovative environment that supports innovation activity of enterprises can stimulate firms to increase efficiency and finding new business opportunities. Strategic innovation and continuous process of innovation are the determinants of sus...