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Research background: The amount of the minimum wage is, in some sense, an indicator of the economic level of a country. There are considerable differences in this indicator between the countries of the Organisation for Economic Co-operation and Development (OECD). At the same time, the minimum wage is also an instrument that largely regulates people's behaviour and affects different areas of life. Purpose of the article: The objective of this study is to determine the relations between the minimum wage and individual smoking-related indicators in a sample of selected OECD countries (16 countries). The study answers the question of whether people in countries with lower minimum wages (lower development) smoke more than in countries with higher minimum wages. Methods: Four variables entered into the analytical processing, the minimum wage, daily smokers (age 15+), daily smokers (age 15-24) and tobacco consumption in grams per capita (age 15+). The data were collected between 2011 and 2017. The analysis was carried out in three steps — descriptive analysis, cluster analysis and regression analysis. Findings & Value added: It has been found that the minimum wage negatively affects smoking and tobacco consumption, i.e. in developed countries, where the minimum wage is higher, people smoke less. Regarding the evaluation of minimum wage and tobacco consumption, countries such as Austria, New Zealand or the United States can be considered positive. On the other hand, opportunities for improvement can be seen in countries such as the Czech Republic, Spain, Estonia and Israel. The study highlights the importance of the effect of the minimum wage on selected smoking-related indicators in selected OECD countries. In all three cases, there was a negative relation; therefore, smoking can be expected to decrease, if the minimum wage is increased.

The study aims to evaluate the impact of selected factors of viral campaigns on Millennials customers’ consumer behavior. This goal was achieved in two steps: in the first step, the authors determined the impact of selected attributes on purchasing behavior in general, and in the second step, they compared the impact of the selected research campaigns – the guerrilla campaign of the company 4KA and the viral campaign of the company ABSOLUT. The inputs to the analyses were obtained through answers from 360 respondents, which completed the questionnaire on a sample of Millennials customers generation (1975–2000) – social generation, which collaborate and cooperate, expect technology to simply work for adventure and passionate about values (Smith, Nichols, 2015). The survey part of the questionnaire consisted of 8 attributes (Novelty, Relevance, Aesthetics, Clarity, Humor, Emotion arousal, Surprise, Design, Purchase intention). Data were collected based on participants’ availability and their will to participate in the questionnaire and quota selection. The PLS PM method was used to assess the impact, and the bootstrap-based parametric method was used to assess the difference in the impact. One of the most important findings is that attributes such as Novelty, Relevance, Humor, and Surprise significantly affect purchasing behavior. Concerning the company 4KA, significant impacts were seen in Relevance and Surprise, and with the company ABSOLUT, significant impacts were seen in Relevance, Humor, and Surprise. When analyzing the difference in the impact, there were no significant differences between the campaigns. Acknowledgment This article is one of the partial outputs under the scientific research grant VEGA 1/0694/20, VEGA 1/0609/19.

The presented chapter deals with creative tourismwhich is often considered marginal, however is a form of tourism with the great potential for future growth. The Slovak Republic has, thanks to the historical context, all necessary preconditions to exploit this potential. There is a large number of customs and traditions, which can be attractive to visitors by their nature, historical or cultural-religious value. There is also a big potential to create new experiences, spirituality, singing, dancing in customs and traditions. Religious and pilgrimage sites are also sites where visitors can experience strong emotions. Sharing these experiences on social networks is quite frequent during the last decades. This chapter therefore deals with the legal possibilities of sharing these experiences by using social networks that represent a powerful marketing communication tool.

New technologies, forms of communication, as well as the internet itself, are on the one hand positive aspects of this age but, on the other hand, they entail a risk. Dissemination of negative information, rumors or false information through these media is very quick and uncontrollable. Based on the above arguments a study has been carried out in Washington [7], which has examined the relationship of reputation management and current social media. A similar survey regarding online communication