Companies’ increasing social awareness has led to the development of a corporate social responsibility orientation, whose implementation impacts on their overall marketing communication, both at its strategic and operational levels. The issue of integration of both levels is recognized as a research gap and is thus, the main interest of this article. A company’s CSR orientation depends on the context of social problems, specifically in our case, the need for women’s empowerment as well as the creation of sustainable (socially and environmentally) workplace conditions in Bangladesh. The aim of the paper is to investigate and propose ways of integrating strategic and operational levels of CSR marketing communication. We applied the case study research method and specifically with the use of exploratory and descriptive methods, which posits this study within the logic of abductive approach, representing a creative and pragmatic process. The results refer, on the one hand, to the proposition of CSR and sustainable orientation of the one-page strategic plan, but on the other to the merging of the commercial and non-commercial activities of Aarong, a Bangladesh based company. Relying on the one-page strategic plan (OPSP) as a tool of marketing communication at the strategic level, we demonstrated the process of creating a video script scenario as a useful tool at the operational level of marketing communication. The proposed approach to building marketing communication around CSR and sustainable orientation makes the marketing communication consistent and clearer to the audience.

Generation Z is gaining more and more importance in the market—not only is it attaining purchasing power, but it is also setting trends. This is the generation that spends a lot of time on various social media channels, and the content posted there is a source of information, inspiration and motivation for them. Its representatives are very skeptical about traditional marketing messages, so the best way to reach them is to use influencer marketing. They are also sensitive to environmental problems and ecology. For this reason, the purpose of this paper was to identify the possibility of using influencer marketing to promote green energy in the perspective of Generation Z in Poland. The CAWI method of research was carried out April–June 2022 on a sample of 533 people aged 18 to 26, selected using a quota method. The analysis used statistically significant structure indices (percentages) and measures of correlations between the variables. The results presented confirmed the enormous popularity of social media among the representatives of Generation Z, as well as the great involvement of young consumers in tracking the activity of influencers. More than half of the respondents indicated the usefulness of influencers promoting green energy, but at the same time the vast majority of them declared that the choice of green energy in their case was determined by the opinions of other people, and that the role of influencers was negligible.

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Wizerunek kobiet w przekazach medialnych o charakterze informacyjnym Kody JEL: M31, J16, L82 Słowa kluczowe: wizerunek kobiet, media, marketing, przekaz medialny, informacja Streszczenie. Analiza wizerunku kobiet i mężczyzn w przekazach medialnych skłania do wniosku, że współczesny świat jest zdominowany przez mężczyzn, a fakt bycia kobietą lub mężczyzną implikuje zestaw odpowiednich zachowań oraz obowiązków. Jednak zwraca się uwagę, że obraz kobiet w przekazie jest zmienny w czasie i dostosowuje się do rzeczywistości społeczno-politycznej i ekonomicznej. Celem artykułu jest zidentyfikowanie wizerunku kobiet w przekazach medialnych o charakterze informacyjnym i odpowiedź na pytanie, jaki może być wpływ wizerunku kobiet w mediach na ich aktywność społeczno-ekonomiczną. W artykule posłużono się wybranymi publikacjami krajowymi i zagranicznymi, w tym raportami i sprawozdaniami oraz analizą treści wybranych środków komunikacji masowej. Z analiz wynika, że obraz kobiet we współczesnych mediach jest zróżnicowany i wielopłaszczyznowy oraz może mieć duży wpływ na aktywność społeczno-ekonomiczną kobiet.

Motivation: The real estate market has attracted a lot of public interest due to its significant economic role. Changes are, however, going to abound in the nearest future as a result of difficulties in accessing housing loans and amendments to the building construction laws, amongst others. This will call for even greater involvements of tenderers in the marketing communication process. Gender-related differences in the purchasing decision making process is growing in significance and should be reflected in marketing communications. Aim: The aim of the article is to identify contemporary activities undertaken in marketing communications in the real estate market. Specifically, greater attention is paid to the gender roles of both-suppliers and customers. Another objective is to analyse the use of one of the most significant tools of marketing communications namely, the internet in the real estate market. The study involved the use of literature analysis and criticism, web content analysis provided by vendors of real estate as well as telephone interviews with representatives of both property developers and real estate agents. Results: Online marketing are the most important means of communication in real estate markets. The websites of real estate agents and property developers vary a lot. Real estate vendors, very often, make use of social media in their marketing communications. One of the most common trend is to make use of images instead of texts in marketing communications, thus creating new possibilities of communication. Very few property developers and real estate agents exploit the knowledge of gender-related differences in the reception of marketing messages. Only few communication activities take cognisance of gender roles. The need to focus marketing communications in real estate on young customers has necessitated the engagement of new media sources in communication activities. This