Factors developing brand loyalty through social media influencers (SMIs) are immensely important to academics and marketing practitioners since it is a remarkable driver of organizational success. This research investigates the impact of SMIs homophily in developing customer brand engagement (CBE) and its impact on BL. We collected valid data from 412 respondents using laptop brands in Pakistan and used structural equation modeling to analyze the data. The findings indicate that the SMIs homophily is crucial in establishing CBE and BL. The results further show that CBE’s emotional and cognitive dimensions significantly mediate the relationship between SMIs homophily and BL. However, the emotional CBE has a stronger mediating impact on BL. The study provides valuable insights for brand managers to hire SMIs who resemble their fans to grab their loyalty toward the brand. This study unfolds new avenues in social media marketing, consumer behavior, and branding literature by understanding the association between SMIs homophily, CBE, and BL.

How consumers perceive corporate social responsibility (CSR) has shifted significantly over the past decades. Initially, a voluntary commitment to solving urgent social problems, CSR was once a source of competitive advantage, specific positioning, and exclusivity in customers’ eyes. Today, however, CSR has become a fundamental prerequisite for a company to function in society, a source of company legitimacy, expected and demanded by many stakeholder groups. As research demonstrates, young people in particular loudly and intensely declare their interest in today’s challenges and vigorously demand that the companies they buy from or work for participate in CSR. On the contrary, in everyday practice, we as scholars and educators have learned that CSR is more of an empty word for consumers, something that is right but of which they have no precise idea. CSR finds itself in a paradoxical situation. Therefore, our study aims to identify the main paradoxes in how millennials perceive CSR. First, it addresses the term paradox and its contextualization within the CSR discourse. Second, the three main paradoxes (authenticity/communication, legitimacy/trust, pay-off/non-pay-off) are outlined and verified through mixed methods research. The paradoxes are identified and confirmed through the ambivalent and inconsistent responses to a questionnaire and, subsequently, multiple focus groups. Finally, implications for the CSR concept are suggested. Furthermore, this paper questions the validity of instruments traditionally used to measure consumer attitudes (not only) in the field of CSR.

This paper aims to examine the impact of service quality and corporate social responsibility (CSR) on brand authenticity and determine the moderating effects of CSR on the relationship between service quality and brand authenticity. Survey data was collected from 472 customers of Karachi, Pakistan’s four major medical diagnostic laboratories, through the convenience sampling technique. The quantitative method was used. To collect information from respondents, a self-administered questionnaire is used. We utilized the partial least squares structural equation modeling (PLS-SEM) technique to analyze data. The results show that CSR, service quality, and brand authenticity are related in medical diagnostic and research laboratories. Research findings indicate that service quality and CSR directly and positively impact brand authenticity. In addition, CSR moderates the effect between service quality and brand authenticity. Managers can see corporate social responsibility as an intangible value that goes along with high-quality services and makes medical diagnostic and research laboratory services more authentic.

Rapidly increasing demand for eco-friendly products is evidence of consumers’ intention to make responsible purchases. As a result, companies and retailers are increasingly pressured to reconsider their product lines and provide environmentally friendly products in order to satisfy their customers’ demands. The current study aims to explore how sustainable retailers, sustainable product packaging, sustainable product availability, and lower price perception impact sustainable behavioral intention towards (SBI) sustainable consumption behavior (SCB). A survey in the form of a self-administered questionnaire was used to get information from millennials for this study. Smart Partial Least Square (SEM) was employed to analyze the data. This study’s sample was obtained using judgmental sampling, resulting in 297 valid responses. The results indicate that millennials are progressively adopting environmentally responsible consumption practices. The study found that sustainable retailers, sustainable product packaging, availability, and lower pricing perception contribute to sustainable behavior intentions. The findings indicate that promoting ecological practices and environmentally conscious consumers can assist developing nations in attaining sustainability and ecological stability.

Place-based brands emphasize local identity through connection to the local place where they realize their business. The marketing strategy that emphasizes local attributes to strengthen the local identity is called neolocalism. A strategy in which companies closely linked to their place of business use elements of neolocalism in their communication has become common in recent years and is typical for microbreweries. This article aims to answer the question if there are differences in marketing communication mixes of microbreweries having their own local points of sale, and if the location of that local point of sale (i.e., in the center of the town, in suburban areas, or outside the town) influences which communication tools the microbreweries prefer in their marketing communication mix. We performed a quantitative survey to identify the prevailing marketing communication mix tools used by microbreweries in the Czech Republic. The results confirmed that microbreweries with their own local points of sale utilize different marketing mix components; to varying degrees, they use ATL/BTL communication tools and a varied mix of ON-LINE vs. OFF-LINE communication tools. Similarly, the location of the point of sale further influences the components of the marketing communication mix; microbreweries use a varied mix of ON-LINE vs. OFF-LINE communication tools and without any difference in using of ATL/BTL communication tools.

The growing popularity of streams and video games is creating new marketing opportunities. Therefore, this paper examines the relationship of product placement (PP) familiarity to visual attention, recognition and recall in streaming video. The experiment has three sources of data gathering – eye-tracking (AOI), questionnaires with Likert scales and semi-structured interviews. The participants were chosen according to the largest group – males aged between 20-25 years old. The results indicated better-unaided recall of familiar placement although the aided recall was found to be similar, as visual attention. The visual attention for other factors differs for PP size and the respondents’ experiences. The order of PP did not affect the visual metrics. Interviews complemented a picture of how and why respondents consume video games and streams and how mediums differ. Marketing opportunities could be seen in the growing video games industry and streaming platforms. However, some product placement might be more suitable to be implemented than others.

The paper strives to answer the question of whether Digital Natives and Digital Immigrants share similar concerns with other generations across national cultures. A traditional cross-cultural approach is scrutinized to unravel the extent to which technology has influenced and co-created the digital culture, which may emerge as a distinct sub-culture.

This analysis is based on Mindreader Mindshare survey from more than 57,000 respondents from in 44 different countries. The cross-tabulation analysis was performed to investigate the differences in the respondents’ strongest concerns. The analysis revealed differences between the Global Learning and Observation to Benefit the Environment (GLOBE) program’s cultural clusters, as well as between both generations of Digital Natives and Digital Immigrants. Both generations of Digital Natives and Digital Immigrants appear to share relatively homogeneous concerns, and therefore sharing the same digital culture regardless of the GLOBE cultural cluster to which they belong.

This paper aims to analyze selected socio-economic aspects of golf courses (GC[s]) in the Czech Republic (CR). The analysis strives to determine what aspects affect the development and dynamics of the golf market. The analysis revealed that the construction and development of the GCs are related to the socio[HYPHEN]economic type of territory. Most GCs are built in the developed areas (65), followed by a stabilized area (44), while only three GCs lie in peripheral areas. The GCs differ in the variety of services provided to the players. Based on the cluster analysis, The GCs fall into three various groups, where the first cluster comprises standard playgrounds, whereas the third cluster includes rather luxurious properties, which is also reflected in the quality and variety of the services provided. The subsequent economic analysis unfolded that the costs exceeded revenues for approximately 60% of the analyzed GCs resulting in a negative economic result. The loss per hectare (ha) is up to -0.5 million CZK, and for those GCs that are profitable, these gains are only in the tens of thousands CZK. Moreover, the equity of GCs ranges from thousands (at least 1) through hundreds of thousands to millions of CZK (maximum 1.5-2.5). It seems that the motives of the holdings of the GCs are of a different character, i.e., not only financially, but also of a specific nature (owner prestige, depositing money into the assets, other uses of the acquired property and pursuing a sporting interest as a hobby). Although the paper focuses on the Czech GCs, the results could be generalized as the CR golf market is similar to other countries (i.e., saturated, stagnating membership base, low operating profitability, sustainability issues). The conclusions are beneficial not only for GCs owners or managers but also for researches concerned with socio-economic aspects of GC’s construction, development, sustainability, and management.

Sentiment analysis has become a phenomenon with the proliferation of social media and the popularity of opinion-rich resources such as online reviews and blogs. Even though significant advances have been achieved in this field, there are still some major challenges to be addressed – i.e. sentiment analysis in multiple languages or thematic domains. Only a few studies have focused on minor or morphologically rich languages. Moreover, it is a question of whether the results of sentiment analysis could be further improved by incorporating the surrounding context (local or chronological) of the analyzed document. This paper presents a language- and domain-independent sentiment analysis model based on character n-grams which improves the classifiers performance by utilizing surrounding context.

Four experiments on various datasets were conducted in order to validate the model. The datasets included a reference corpus containing movie reviews in English, movie reviews in the Czech language, the bestselling Amazon book of 2012 Fifty Shades of Grey novel reviews dataset from three Amazon language mutations (English, German, and French), another reference corpus containing Amazon reviews in multiple languages (German, French, and Japanese), and a multi-domain dataset (movies, books, and product categories ranging from electronics and home appliances to sports gear and supplies for hobbies and pets).

The experiments confirmed the approach of incorporating the surrounding context in order to be effective for datasets from various languages and domains, suggesting a strong performance of a character n-gram based model for multi-domain and language datasets as well. A simple all-in-one classifier, which uses a mixture of labeled data from multiple languages (or domains) to train a sentiment classification model, may rival more sophisticated domain/language adaptation techniques. Such an approach reflects the needs of companies – with the interconnectedness of today’s world, most companies operate across multiple markets and would find it difficult to obtain a specific sentiment analysis solution for each market they serve.

Odezvu spotřebitele na reklamu ovlivňuje celá řada aspektů. Mezi nejvýznamnější se řadí užité barvy a emocionální apely. Využití barev a emocionálních apelů se přitom může lišit v závislosti na tom, do kterého odvětví či produktové skupiny nabízený produkt/ služba patří. Stejně tak lze k podpoře různých emocionálních apelů využít odlišných barevných schémat. V rámci tohoto výzkumu
je analyzován výzkumný vzorek reklamních spotů vysílaných v České republice v roce 2016. Výzkumný vzorek zahrnuje 200 reklamních spotů na základě náhodného stratifikovaného výběru, kde stratami jsou v tomto smyslu produktové kategorie NACE, které reprezentují 90 % všech odvysílaných reklam. Hlavním cílem tohoto výzkumu je analyzovat využití emocionálních apelů v televizní reklamě, dílčím cílem je dále prozkoumat závislost využití barev pro vyjádření různých emocionálních apelů.  Výsledky indikují, že existují statisticky významné rozdíly ve využití emocionálních
apelů v reklamách inzerujících produkty náležející do různých produktových kategorií. U kategorie potravin a nápojů jsou častěji využity apely jako humor a vřelost, více než v jiných produktových kategoriích jsou ale také zastoupeny informativní reklamní spoty, které emocionálních apelů nevyužívají vůbec. U kategorie dalšího zpracovatelského průmyslu jsou významně více využívány apely jako humor a strach, naopak mnohem méně je využíváno apelu erotiky. Peněžnictví a pojišťovnictví často užívá v reklamních spotech humoru, překvapivě v oblasti kultury jsou významně zastoupeny reklamy, které sází na jiné techniky než využití emocionálních apelů. Statisticky významné rozdíly byly nalezeny i ve využití barev k vyjádření různých emocionálních apelů. Barvami
erotiky jsou černá a červená, strach bývá vyjádřen za přítomnosti rovněž červené, ale také bílé a zelené barvy. Pro vyjádření humoru se používá překvapivě šedivá barva, dále pak červená, fialová či
bílá. Vřelost bývá vyjadřována zemitou hnědou, ale také růžovou, či překvapivě šedivou.

The study analyses mass media communication by mortgage lenders in the Czech market and builds on Kotler’s competitive strategies concept and aims to answer the question of whether there is a relationship between the mortgage lenders’ market position and their mass media communication profile. Furthermore, it analyses the mass media communication of mortgage lenders according to their financial performance. The analysis utilizes complete monitoring data from the mass media market in the Czech Republic. As a result of this study, the different advertising patterns of the market leaders and challengers on a highly commoditised market are shown. Market leaders do not utilise defensive strategies to protect their market shares but employ more offensive strategies to increase the size of the market. Market challengers have no resources to implement a massive and offensive communication strategy to challenge the market leaders.
Such a conclusion contributes to the debate on communication strategies for distinct types of companies according to their position on the market and their market share.

The purpose of this research is to analyze the scheduling factors and their influence on TV advertising effectiveness. We deployed a quantitative approach based on a complete data set of advertisements aired on Czech TV in 2016 and 2017 for constructing a regression model. In contrast to several previous studies, our findings indicate that most analyzed variables have only a negligible influence (length of the spot, length of the break, number of spots, position in the break, category, a day of the week, week, year, and interaction of week and year) on TV advertising exposure, while only the type of programme, daypart and TV channel show a relevant impact on advertising exposure.

The article aims to determine the extent of gender-related differences in user satisfaction with websites with a focus on the asymmetric and nonlinear effects of customer satisfaction. An experiment was conducted with 15 men and 15 women who undertook a typical task (scenario) on 44 websites. Overall, 1,320 evaluations of website quality attributes were obtained and analyzed. The results reveal that men and women differ in their website quality assessment. Marketing professionals should consider their target audience’s gender when designing a quality website, or even devise ways of approaching both gender groups through distinct means.

The aim of this study is to analyze the differences in color schemes in TV commercials across different product categories. The study answers the question of whether advertisers in different industries use specific color schemes to promote their company or products in TV commercials and if they follow the general recommendations for using colors in marketing communications. The research sample consists of 200 video adverts proportionally representing the commercials aired in six major product categories in the Czech Republic in 2016. The results indicate there is no statistically significant difference in the usage of colors between the product categories. Nevertheless, the advertisers in the Czech Republic generally follow the color scheme recommendations suggested by the theory.

Článek analyzuje vliv proliferace médií na vývoj reklamního trhu v masmédiích v ČR v letech 2010–2016. Pro naplnění cílů je využito dat z kompletního monitoringu českého reklamního prostoru a deskriptivní analýza pracuje s ukazateli: celkový počet mediálních kanálů v rámci mediatypu, celkový počet a celkový objem reklamních sdělení v rámci mediatypu, celkový počet a celkový objem reklamních sdělení v rámci mediatypu, suma investic do reklamního prostoru v rámci mediatypu, průměrné investice na jednom kanálu, průměrná cena za jedno reklamní sdělení a průměrná cena za sekundu reklamního prostoru (pro TV a rozhlas).
Výsledky ukazují, že jednotlivá masmédia reagují na proliferaci odlišně. U televize krátkodobě došlo k propadu a rozmělnění poptávky mezi narůstající počet nových kanálů. V delším období ale počet reklam rostl více než dvojnásobně v porovnání s celkovým dostupným reklamním prostorem, za současného snižování ceny reklamního prostoru. U rádia se prostor nabízený českými stanicemi příliš nezměnil, přesto objem reklam vzrostl o čtvrtinu. Cena reklamního prostoru kolísala, suma investic do reklamy však vykazovala stabilní rostoucí trend. V oblasti tisku i přes masivní nárůst počtu titulů došlo k propadu poptávky po reklamním prostoru. Vydavatelé se propad snažili kompenzovat zejména nárůstem ceny reklamního prostoru. Proliferace masmediálního trhu byla pozitivním jevem zejména pro inzerenty a projevila se zejména vyšší přístupností reklamního trhu. Rovněž vedla k narovnání trhu a ke zmenšení rozdílů mezi jednotlivými poskytovateli reklamního prostoru.