No abstract

Every day more and more Internet users use social networks, which have become a very interesting channel also for the marketing experts, who are always looking for the new opportunities how to deliver their messages to a wider range of users. Social networks are due to some of its specific features very different from traditional marketing communication channels and have several advantages as well as some pitfalls. People responsible for marketing communication must be aware of the latter, if they want marketing communication on social networks to achieve its objectives. Especially in the times of crisis, when the resources for marketing communication are very limited and requirements to maximize the return of investment are present, some specific characteristics of social networks enable companies to take the advantages of social networks for the effective communication with users.

Motivated by the role that branded apps play in enhancing customer perceptions of brands, this paper is developed to provide a better understanding of the extent to which task-service fit associated with branded apps influences brand attitudes. The primary research objective is to determine how perceptions of task-service fit associated with branded apps enhances branded app experience and to explore brand co-creation and ultimately brand loyalty. Using data from 573 branded app users we were able to identify the following relationships: Perceptions of task-service fit and o-creation were found to influence brand loyalty. Also, task-service fit and randed app experience influenced co-creation. Finally, results also confirm that branded app experience and brand co-creation are mediators of the relationship between task-service fit and brand loyalty.

This article deals with differences in users’ perception towards COVID-19 vaccination and towards individual COVID-19 vaccine brands. Since COVID-19 is much more dangerous to the elderly population, this article deals with differences between those under the age of 60 and those over the age of 60. The results show that there are some differences between those two groups. For the group of people under the age of 60, the duration of protection is more important (39%), while the brand of vaccine is less important (25%). In contrast, the vaccine brand is of much greater importance (34%) and the duration of protection less important (25%) for the group of people over the age of 60. The study also showed differences in relation to individual brands of COVID-19 vaccines, with both groups preferring Pfizer to other brands, which is not surprising, since there was the least amount of negative media coverage about Pfizer, especially compared to AstraZeneca. The vaccine brand is surprisingly more important to those over the age of 60 than to those under the age of 60, while the effectiveness of the vaccine is equally important for both groups and both groups are equally sensitive to duration and side effects of the vaccine.