Article

Smart City: Studying Smartphone Application Functions with City Marketing Goals Based on Consumer Behavior of Generation Z in Hungary

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Abstract

Many cities in Hungary have an application specially developed for smartphones that try to satisfy both the needs of tourists and local residents. These "products" are based on different objectives of city marketing and destination marketing: their goal is to make shorter or longer stays more comfortable, provide faster and more personalized information, help consumers to turn their offline experiences into online experience sharing and to provide a platform for two-way communication between local and touristic consumers. In addition to the marketing literature review related to smartphones and local tourism experiences, this paper presents the results of a quantitative questionnaire focusing on the needs of Generation Z concerning application functions. Based on the quantitative results, the members of Generation Z are classified into three main groups with the k-means cluster analysis. Among the groups, there are significant differences between the functional requirements of city marketing applications, and according to the size of the groups three main application types and two main ways of software development can be distinguished. The results also show that there are four main group of functions and connected to the different clusters application functions appear together in the needs of consumers. However, the analysis and comparison of the related data together show also that there are only small differences concerning demographic and device-usage variables between the groups defined by the k-means cluster analysis, and this requires more research methods to be conducted in the future based on the results of this exploratory survey research.

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Chapter
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While the design principles for effective web page navigation are well-known, marketing management does not consistently require application of these principles in web page design. Furthermore, few organisations base their decisionmaking processes on thorough data analysis. On-line communication differs from traditional communication, and web page design should include adherence to ergonomic design principles and be informed by user behaviour data.
Article
By providing ultimate explanations for human behaviors, an evolutionary perspective lends itself to understanding why and how mobile communication occupies an ever increasingly critical role in modern life. From the perspective of evolution, human behaviors - in interaction with the environment - are driven by, and can be made understandable through the pursuit of physical and social survival and reproductive success. An evolutionary perspective can yield insight into commonalities observed in mobile communication across societies and cultures. To achieve these objectives, we revisit and reanalyze existing research on mobile communication through an evolutionary lens. In the process, we demonstrate that seemingly inexplicable activities from a conventional communication perspective can be meaningfully interpreted from an evolutionary perspective. We extend the evolutionary perspective on mobile communication to examine implications for social policy and further research.
Article
This paper reports the findings from an in-depth, exploratory research project designed to understand how consumers create, use and behave in response to content on consumer review websites. Based on data from members of a consumer review site, it seeks to capture the experiences and behaviours of consumers, and to convey their voice as users of social media and other digital sources. Consumers, who are part of Generation C, constitute a significant proportion of the membership on consumer review websites. In this paper, the nature of this generational category is discussed and situated within their use of social media. Reflecting calls in this journal for an innovative and open research agenda, the methodology is designed to reveal new forms of informational behaviour among this group of consumers, who are at the forefront of social media adoption. The research reveals that activities within consumer review sites are embedded in broader social media behaviours, and that this influences the creation and use of consumer-generated and marketing content. The identification of such new forms of consumer activity forms the basis for further research and the incorporation of Generation C into successful marketing strategies.
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A fundamental problem in many disciplines is the classification of objects in a domain of interest into a taxonomy. Developing a taxonomy, however, is a complex process that has not been adequately addressed in the information systems (IS) literature. The purpose of this paper is to present a method for taxonomy development that can be used in IS. First, this paper demonstrates through a comprehensive literature survey that taxonomy development in IS has largely been ad hoc. Then the paper defines the problem of taxonomy development. Next, the paper presents a method for taxonomy development that is based on taxonomy development literature in other disciplines and shows that the method has certain desirable qualities. Finally, the paper demonstrates the efficacy of the method by developing a taxonomy in a domain in IS.
Article
Purpose The purpose of this paper is to explore whether multiple stakeholders imbue a single or multiple meanings to a city brand. Design/methodology/approach The branding literature hints at multiple stakeholders but most studies take a single stakeholder perspective. A two‐stage quantitative study was used to examine similarities and differences between two stakeholder groups. The context for the study is city branding. Findings The evidence suggests that different external stakeholders do have different brand meanings associated to a city brand. Each stakeholder group applies their own filter to interpret the meaning of the city brand. Essentially, a new conceptualisation of the city brand is provided. Research limitations/implications Although the samples are reasonably large, it is important to apply the framework to other city brands to test for generalisability. Future research might also test the filter concept in the more general context of corporate branding. Practical implications Organisations need to recognise the multi‐faceted, multiple meanings of the brand as a whole. Corporate communication requires adjustment from a convergence approach to one that recognises different brand purposes for each stakeholder group. The ideas are readily usable in not‐for‐profit communities. Originality/value The paper joins a small number of studies that challenge the conventional wisdom that convergence of brand meaning across stakeholder groups is an ideal state. The paper develops a filter concept as a way of showing that different stakeholder groups might use a different filter or lens to interpret a city brand.
Article
The purpose of this study is to identify generational differences and similarities among hospitality employees and managers in order to develop leadership strategies and management styles that can be utilized to increase employee morale and productivity while enhancing recruitment and retention rates of highly qualified workers. Data for this study were collected through a series of in-depth focus group discussions. Findings indicated significant generational differences in world views, attitudes toward authority and perspectives on work. Findings suggested the Baby Boomers respect authority and hierarchy, while the Generation X-ers (Gen X-ers) rebel against authority. Findings also suggested while Baby Boomers live to work, Gen X-ers work to live. The Baby Boomers are willing to wait their turn for promotions and rewards, and are very loyal. On the other hand, Gen X-ers expect immediate recognition through title, praise, promotion, and pay. They also want a life outside of work—they are not likely to sacrifice theirs for the company. The Millennial Generation believes in collective action, with optimism of the future, and trust in centralized authority. They like teamwork, showing a strong will to get things done with a great spirit.
Városmarketing felmérés
  • V Esküdt
Esküdt, V. (2017) "Városmarketing felmérés 2017" (City marketing survey results 2017), presented at Márkaépítés 2017 conference, Budapest, Hungary, May 30, 2017. (in Hungarian)
Települések és rendezvények
  • H Faragó
Faragó, H. (2015) "Települések és rendezvények" (Cities and events), presented at Márkaépítés 2015 -Városmarketing Conference, Budapest, Hungary, May, 28, 2015. (in Hungarian)
Korszerű mobiltechnológiák alkalmazása a városmar-ketingben" (Using up-to-date mobile technologies in city marketing)
  • T Iványi
Iványi, T. (2014) "Korszerű mobiltechnológiák alkalmazása a városmar-ketingben" (Using up-to-date mobile technologies in city marketing), In: Keresztes, G. (eds.) Tavaszi Szél 2016 2. kötet (Spring Wind 2016 Volume 2), Doktoranduszok Országos Szövetsége, Budapest, Hungary, pp. 301-317. (in Hungarian)
Iványi and Bíró-Szigeti Period
https://doi.org/10.1007/s00779-007-0191-y 58| Iványi and Bíró-Szigeti Period. Polytech. Soc. Man. Sci., 27(1), pp. 48-58, 2019
Offline helyett online szabadidő?
  • Á Nagy
  • A Fazekas
Nagy, Á., Fazekas A. (2016) "Offline helyett online szabadidő?" (Online free time instead of offline free time?), Médiakutató, 16(2), pp. 41-57. (in Hungarian) [online] Available at: http://mediakutato.
Vonzóbb lesz-e az okosabb város?" (Will be the smarter cities more attractive?), presented at Smart City -Smart Marketing Conference
  • I Piskóti
Piskóti, I. (2017) "Vonzóbb lesz-e az okosabb város?" (Will be the smarter cities more attractive?), presented at Smart City -Smart Marketing Conference, Kecskemét, Hungary, Dec. 05, 2017. (in Hungarian)
egysíkúak" és "nélkülözők"? Az "omnivore-univore" modell alkalmazhatósága Magyarországon" (Cultural segmentation: the omnivorous, the choosy, the one-sided and the indigent? The applicability of the omnivore-univore model
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Sági, M. (2010) "Kulturális szegmentáció: "mindenevők", "válogatósak", "egysíkúak" és "nélkülözők"? Az "omnivore-univore" modell alkalmazhatósága Magyarországon" (Cultural segmentation: the omnivorous, the choosy, the one-sided and the indigent? The applicability of the omnivore-univore model), In: Kolosi, T., Tóth, I. Gy. (eds.) Társadalmi riport 2010, Tárki, Budapest, Hungay, pp. 288-311. (in Hungarian). [online] Available at: http://www.tarsadalomkutatas.hu/termek.php?termek=TPUBL-A-922 [Accessed: 12 May 2018].
Okos városok: a dekonstrukciótól a hiperkonstrukcióig
  • Z Karvalics
Z. Karvalics, L. (2016) "Okos városok: a dekonstrukciótól a hiperkonstrukcióig" (Smart cities: from deconstruction to hyperconstruction), Információs Társadalom, 16(3), pp. 9-22. (in Hungarian)