Evaluation Expediency of Eco-Friendly Advertising Formats for Different Generation Based on Spanish Advertising Experts

Palomo-Domínguez, Isabel; Zemlickienė, Vaida

doi:10.3390/su14031090

Cited by 8 publications

(6 citation statements)

References 57 publications

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“…The sum of the decision-making methods evaluated by each expert is 100%. The weights g i of the methods are calculated according to the following formula [58][59][60]:…”

Section: Materials and Methods: Development Of A List Of Decision-mak...mentioning

confidence: 99%

Internal Communication in R&D: Decision-Making Methods Based on Expert Approaches

2022

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Relatively recently, internal communication received little attention from theorists, since they focused on external communication. The importance of internal communication is seen as the taker of responsibility for all internal exchanges of information between internal stakeholders at all levels. However, interdisciplinary cooperation in terms of internal communication is a significant issue for any organization running the R&D process. Different studies have already revealed strong links between communication and R&D success, but a lack of research continuity is visible, especially one relevant in practice. This article examines communication in the R&D process through the prism of decision making. It aims to take experience from R&D experts to supplement a list of decision-making methods used in the R&D process, which is compiled based on literature analysis. In the next stage of the investigation, the list of decision-making methods is used to determine the weights of the methods, which reflect the suitability of the decision-making methods in the R&D process. In the final stage of the investigation, differences in the evaluations of the US and German experts are presented, reflecting different experiences and differences in the conditions of the business environment.

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“…The sum of the decision-making methods evaluated by each expert is 100%. The weights g i of the methods are calculated according to the following formula [58][59][60]:…”

Section: Materials and Methods: Development Of A List Of Decision-mak...mentioning

confidence: 99%

Internal Communication in R&D: Decision-Making Methods Based on Expert Approaches

2022

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“…They have media consumption habits dominated by VOD platforms for audiovisual content, the recreational use of video games, and social networks. The most expedient and influential promotional formats to this generation are branded content and hybrid messages, which disguise the advertising objective under leisure or informative appearance [52][53][54][55].…”

Section: Generation Zmentioning

confidence: 99%

Gen Z’s Motivations towards Sustainable Fashion and Eco-Friendly Brand Attributes: The Case of Vinted

2023

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Vinted is a free digital sharing economy platform where individuals buy and sell second-hand apparel. It is an example of industry 4.0 that promotes an innovative and successful business model while favoring sustainable fashion consumption. Gen Z consumers are concerned about climate change and social and ethical issues. Their environmental awareness is significant. Nevertheless, their values do not always translate into sustainable consumption behavior; their role as heavy consumers in the fast-fashion market is proof of this. The research aims to delve into the motivations of Gen Z towards sustainable fashion and their perception of the eco-friendly brand attributes in the case of Vinted. From the methodological point of view, the qualitative and quantitative approaches are combined through focus group sessions and a pilot study based on a questionnaire. The results confirm that Gen Z consumers recognize and appreciate the eco-friendly attributes of Vinted, although other types of brand attributes are the ones that mostly mobilize their behavior. Some participants claim that the representation of sustainable values in Vinted’s advertising campaigns is too soft. Among the conclusions, the opportunity to revise Vinted’s brand strategy stands out, giving a more explicit role to eco-friendly attributes pursuing an effective change in Gen Z consumption behavior.

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“…The MCDM method defines the structure of this research and was used to summarize the results of the expert study. This method's choice is based on a motive related to the evaluation purpose [50]-to determine the importance of key decision points in the technology commercialization process among US and German experts. The set of key decision points is the foundation for determining their importance based on the multi-criteria decision-making (MCDM) methods of the determination of weights.…”

Section: Materials and Methods: Determination Of Importance Of Key De...mentioning

confidence: 99%

Determination of Importance of Key Decision Points in the Technology Commercialization Process: Attitude of the US and German Experts

Zemlickienė

Turskis

2022

Sustainability

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With the help of commercialization, inventions become marketable commodities that find new ways of solving problems. Turning technology into reality requires an excellent understanding of the development process from idea to market of the technology. The primary purpose of this article was to examine the commercialization process of inventions and divide the commercialization process into stages that culminate in decision points. Opinions of different authors and representatives of R&D organizations were compared concerning the content of technology commercialization, which is understood and named differently in the scientific and practical literature. Later, with the help of two groups of experts from the US and Germany, the importance of key decision points was determined. The research results were summarized using the MCDM method: the integrated Fuzzy Delphic–Eckenrode Likert-type Scale-based Rating Technique (FDELSRT). The results of this study can be applied in practice to making strategic decisions related to the allocation of efforts, limited time, and financial resources based on the determined importance of key decision points. Research in different countries and the comparison of results will identify areas and opportunities for further mutual learning and more intensive, mutually beneficial international cooperation in technology development.

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Evaluation Expediency of Eco-Friendly Advertising Formats for Different Generation Based on Spanish Advertising Experts

Cited by 8 publications

References 57 publications

Internal Communication in R&D: Decision-Making Methods Based on Expert Approaches

Internal Communication in R&D: Decision-Making Methods Based on Expert Approaches

Gen Z’s Motivations towards Sustainable Fashion and Eco-Friendly Brand Attributes: The Case of Vinted

Determination of Importance of Key Decision Points in the Technology Commercialization Process: Attitude of the US and German Experts

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