Exploring the Affective Level in Adolescents in Relation to Advertising with a Selected Emotional Appeal

Vrtaňa, Dávid; Křižanová, Anna; Skorvagova, Eva; Valášková, Katarína

doi:10.3390/su12198287

Cited by 5 publications

(4 citation statements)

References 26 publications

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“…It is because not only the best and the worst factors are important to be considered but also the factor architecture inside the structure. When interpreting the structural shift, the factor "sense of progress" would indicate the lack of interpersonal contact and the need of saturation of social needs according to Maslow [74]. On the other hand, "sense of meaningfulness" declines in its importance because its traditional perception relates to the internally perceived value of employer itself where external stimuli are not present.…”

Section: Resultsmentioning

confidence: 99%

Intrinsic Motivation Sources as Pillars of Sustainable Internal Marketing Communication in Turbulent Post-Pandemic Times

Majerová¹,

Gajanova

Nadányiová

et al. 2021

Sustainability

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The main aim of the article is to identify the changes in employees’ sources of intrinsic motivation caused by the impact of the COVID-19 pandemic, and to discuss prospective modifications to formulated patterns of internal marketing communication. The novelty of the research lies in two main aspects: (1) the necessity to revise the traditional concept of motivation caused by the pandemic and (2) own methodological approach. While the first aspect reflects the lack of appropriate scientific attention paid to this issue, the second aspect develops methodological approaches applied so far in the research of intrinsic motivation sources. The goal of the paper has been achieved via own questionnaire research of the traditional quadratic structure of the intrinsic motivation sources of employees. The data from socio-demographically representative sample of 2000 respondents have been in accordance with contemporary trends in managerial analytics analysed via factor analysis and relevant statistic tests. It has been found that the ranking of intrinsic motivation sources before the COVID-19 pandemic was the following: (1) sense of choice; (2) sense of meaningfulness; (3) sense of progress and (4) sense of competence. The ranking of intrinsic motivation sources during the COVID-19 pandemic was the following: (1) sense of choice; (2) sense of progress; (3) sense of meaningfulness; and (4) sense of competence. Based on the identified changes in intrinsic motivation sources and their components, it can be stated that the pandemic has significantly influenced the existing principles and patterns of internal marketing communication. These should be critically reconsidered, and motivation systems should be revised to contribute to the optimal performance of the company on the market and its sustainable development by focusing on the financial situation of the company, significant for the economic pillar; the change in individual value scales, significant for the environmental pillar; and the phenomenon of millennials, significant for the social pillar. By intersecting these pillars, sustainability can be reached based on finding optimum motivation.

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Section: Resultsmentioning

confidence: 99%

Intrinsic Motivation Sources as Pillars of Sustainable Internal Marketing Communication in Turbulent Post-Pandemic Times

Majerová¹,

Gajanova

Nadányiová

et al. 2021

Sustainability

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“…Prediction of human behaviour in response to brand stimuli involves understanding how individuals will emotionally and cognitively respond to various marketing signals, advertising, and brand experiences (Temesi et al, 2023). Repeated exposure to a brand can strengthen recognition and emotional associations (Ahn, 2022), while behaviour prediction involves assessing how familiarity and emotional associations will influence consumer purchasing decisions and loyalty (Vrtana & Krizanova, 2023). Emotions play a crucial role in purchasing decisions.…”

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confidence: 99%

“…The way consumers interact with the brand throughout their customer journey affects their perception and behaviour. Behaviour prediction involves evaluating how experiences at different touchpoints, from advertising to purchase and after-sales service, will influence customer satisfaction and loyalty (Vrtana & Krizanova, 2023). Brands that maintain a consistent image and message over time tend to build trust.…”

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confidence: 99%

Application of Artificial Intelligence in Neuromarketing to Predict Consumer Behaviour Towards Brand Stimuli

Juárez-Varón,

Mengual-Recuerda,

Zuluaga

et al. 2024

International Journal of Software Science and Computational Intelligence

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This research aims to analyse the current level of accuracy in predicting consumer behaviour in response to brand stimuli using artificial intelligence, comparing the results with an analysis conducted using neuromarketing biometrics. The study aims to determine the accuracy achieved in predicting consumer levels of attention and visual attraction towards visual stimuli, compared to the results recorded in a neuromarketing investigation with real users, through eye tracking. The implications of these comparative analyses are discussed in the final part of the article, concluding that the emotional intelligence tool provides very accurate predictions of consumer behaviour in response to visual stimuli. The results of this study revealed that the prediction of the percentage of users who would view each area of interest is very good, and regarding visual attraction (time until the first viewing of each area of interest), it is quite similar to the order observed by the consumer group; consequently, the level of approximation to reality of AI is very good.

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“…And just in this context, digital marketing is unique. It allows marketers to fully focus on their creativity and create something new and progressive with added value (Hitka et al, 2021;Vrtana et al, 2020;Oklander and Oklander, 2017).…”

mentioning

confidence: 99%

Digital marketing, competitive advantage, marketing communication, social media, consumers

Nadányiová¹,

Majerová²,

Gajanová³

2021

MMI

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Nowadays, marketing in the digital environment is very important for every company. The reason is that internet use has more than doubled in the last decade, and this shift has significantly affected the way customers buy products and communicate with companies. Digital marketing is like any other type of marketing - it is a way to connect with current customers and influence potential customers. It is very important, especially when there are already many products and services on the market with really high competition. The main difference between online and traditional marketing is that the company can better connect with customers and influence them online. Based on the above mentioned, the paper's main aim is to analyze the application of digital marketing in the selected Slovak brand and its perception by Slovak consumers, propose recommendations for a more effective application of digital marketing in this company. It includes providing the theoretical background and analysis of digital marketing from the viewpoint of Slovak and foreign authors. The important secondary data source was scientific research, annual company reports, statistical databases, and published professional publications. To find out the perception of digital marketing from the perspective of Slovak consumers, a questionnaire survey was conducted. The questionnaire survey aimed to find out the opinions, attitudes, and satisfaction of consumers with the selected Slovak brand. To determine the sample size, the base file representing a number of people older than 18 was obtained from the demographic statistics of the Statistical Office of the Slovak Republic. General scientific methods (i.e., excerption, description, comparative analysis, deduction, and induction) were used for data processing and mathematical and statistical methods to evaluate data from the survey using IBM SPSS Statistics software. To achieve the main goal of the paper, based on the theoretical background and survey results, research hypotheses were formulated and subsequently verified. Finally, based on the analysis and results of the questionnaire survey, benefits of digital marketing are highlighted, such as gaining a competitive advantage, increasing customer loyalty, and overall increasing brand awareness.

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Exploring the Affective Level in Adolescents in Relation to Advertising with a Selected Emotional Appeal

Cited by 5 publications

References 26 publications

Intrinsic Motivation Sources as Pillars of Sustainable Internal Marketing Communication in Turbulent Post-Pandemic Times

Intrinsic Motivation Sources as Pillars of Sustainable Internal Marketing Communication in Turbulent Post-Pandemic Times

Application of Artificial Intelligence in Neuromarketing to Predict Consumer Behaviour Towards Brand Stimuli

Digital marketing, competitive advantage, marketing communication, social media, consumers

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