Marketing & Menedzsment最新文献

{"title":"Sustainable and competitive nightlife district? – Management of overtourism in Budapest","authors":"Ivett Pinke-Sziva, M. Smith, Z. Berezvai, Monica Coronel Padilla","doi":"10.15170/mm.2020.54.01.05","DOIUrl":"https://doi.org/10.15170/mm.2020.54.01.05","url":null,"abstract":"THE AIMS OF THE PAPER \u0000The main objective of the paper is to answer a controversial question: How can a district that is inhabited by local residents, but is popular for touristsparticularly during nightlife, be sustainable in a city? This question has become crucial in Budapest, where local residents are demonstrating over the impacts of party tourism. In this context, the study aims to find out creative product development ideas to deal with the mass tourism activities. \u0000METHODOLOGY \u0000Data collection took place in District VII and comprised two surveys: one in Hungarian conducted to local residents and Hungarian visitors; and one in English conducted to foreign tourists. Additionally, semi-structured interviews were carried out in Budapest to experts in the field of tourism working in different areas. The gathered data was analyzed through closed coding. \u0000MOST IMPORTANT RESULTS \u0000In total, 574 questionnaires in Hungarian and 361 questionnaires in English were analyzed, together with 40 interviews. The findings show that tourists feel mainly attracted by the atmosphere and the ruin pubs of the nigh-time district. This phenomenon has led to huge concentrations of tourists and general concerns about cleanliness and safe. New product development integrating peripheral attractions to target specific segments of tourists is seen as a possible solution, as well as pricing strategies or the reduction of accommodation, transport and visitors’ carrying capacity. \u0000RECOMMENDATIONS \u0000The paper introduces definitions of the night-time economy and approaches to sustainable management of tourism in cities, as well as an analysis of the impacts of overtourism not only in District VII but in Budapest. \u0000The study identifies methods of coping with negative impacts of tourism and offers solutions to the management of overtourism. Based on the results, concrete visitor management solutions can be created to support widening the area of the tourism flow in Budapest and offer authentic experiences outside the core tourism area.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"62 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-05-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130784986","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A fizetési hajlandóság mérése kísérleti aukciók segítségével","authors":"G. Kovács, Széchenyi István Egyetem Kautz Gyula Gazdaságtudományi Kar","doi":"10.15170/mm.2020.54.01.01","DOIUrl":"https://doi.org/10.15170/mm.2020.54.01.01","url":null,"abstract":"THE AIMS OF THE PAPER \u0000The purpose of the paper was to introduce and illustrate how consumer behaviour can be investigated and analysed based on primary empirical data with the help of experimental auction methodology by applying the particular point of view of Behavioral Economics. This essay paid special attention to how to measure consumers’ willingness-to-pay and which statistical methodology is appropriate to analyse information and data from experimental auction mechanisms. \u0000METHODOLOGY \u0000Accordingly, price research methods based on revealed and stated preferences were contradictorily analysed by examining models of perceiving prices and the function of reference price additionally. We compared and assessed the major types of Vickrey-auction as one of the most widely used auction mechanism. Based on primary empirical data, it was critically valuated how Vickrey second-price auction procedure can be applied to measure consumers’ willingness-to-pay. In this investigation, identifying the relevant statistical tools and methodology came to focus. \u0000MOST IMPORTANT RESULTS \u0000Our results confirmed that auction mechanism makes possible to analyse and measure consumers’ willingness-to-pay from the perspective of Behavioral Economics. Additionally, these procedures can bring considerable benefits compered to methods based on revealed preferences. We came to the conclusion that in case of choosing the appropriate type of auction mechanism the complexity of communication of the process towards the participants, the number of products sold, their costs and the types of information to be gained should be considered. Cognitive biases are to be revealed and assessed because they may affect the reliability of the results gained by the auction experiment. \u0000RECOMMENDATIONS \u0000Our result suggested that in case of analysing data from experimental auction processes in addition to measures of location and dispersion testing for the normality of data and examining their asymmetry is of primary importance. Identifying extreme values can be considered as a crucial point of the analysis, which could require an arbitrary decision in case of values from the right side of the distribution.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"22 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-05-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130409790","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A költség - haszon elv stratégiája Tudomány határok nélkül – brazil hallgatók Magyarországon","authors":"Veronika Fenyves, B. Kovács, Elvira Böcskei, Európai Tudományos Oktatási és Kutatási Intézet, Budapesti Műszaki és Gazdaságtudományi Egyetem Gazdaság és T Kar","doi":"10.15170/mm.2019.53.03.07","DOIUrl":"https://doi.org/10.15170/mm.2019.53.03.07","url":null,"abstract":"THE AIMS OF THE PAPER \u0000The Brazilian government established the Science Without Borders scholarship programme, in the scope of which it was allowed for students to study for a year at foreign universities. Hungary was the first of the Central European countries to join the programme, thus the offer of Hungarian higher education institutions appeared alongside the offers of the universities of the largest countries. With regard to the future, we found it important to learn how foreign people see us Hungarians, what they think about our education system, to what extent the structure and standards of our education complies with international expectations, what our strengths are, and which areas that still face a number of challenges. \u0000METHODOLOGY \u0000The first part of the study introduces the Science Without Borders scholarship programme. Then, in the course of the scientific literature review, the main attributes of the three poles of international student mobility – the Pacific, Iberian and Central European poles – are discussed. Following the introduction of the topics of the questionnaire survey, the obtained findings will be presented. The questionnaire was processed through an SPSS-based statistical data analysis. \u0000MOST IMPORTANT RESULTS \u0000The present article describes the cost of subsistence of Brazilian students who pursue their higher education studies in Hungary. Through the analysis of costs, we managed to answer the question whether the scholarship provided to students covered all of their needs. Our research results supported our hypothesis according to which students prioritize their ability to study under more favourable financial circumstances, thus potential scholarships and the amount of living costs played an important role in the choice of the given training. \u0000RECOMMENDATIONS \u0000Financing education is a long-term investment in all countries of the world; its return is not quantifiable, or at least difficult to be measured through numbers. Beyond financially measurable profits, international mobility must represent much greater values, such as openness and understanding through becoming familiar with various cultures, development of critical thinking, and the improvement of skills. The choice of studying abroad is a very complex process, thus mapping the motivations behind student mobility will continue to open up numerous areas of research in the future.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"43 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121266701","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Reálopciók az üzleti inkubációs folyamatban","authors":"Alexandra Posza, Pécsi Tudományegyetem Közgazdaságtudományi Kar","doi":"10.15170/mm.2019.53.03.04","DOIUrl":"https://doi.org/10.15170/mm.2019.53.03.04","url":null,"abstract":"THE AIMS OF THE STUDY \u0000Real option theory has been analyzed for more than forty years in more industries and research areas but some of these have received less attention. One potential but yet untapped area of real option theory application is the business incubation process, which can be a key success factor of start-up companies. The study focuses on the business incubation process and the real option theory and aims to present the steps of the business incubation process and the decision-making phases for both the business incubator and the participants, and to develop a framework that ensures the efficient operation of incubators. \u0000METHODOLOGY \u0000By exploiting and modelling uncertainty and managerial flexibility I examine the opportunities in business incubation process applying real option theory. In the course of the qualitative analysis I identify the different types of real options inherent in the business incubation process and determine the benefits of applying them as well as emphasizing their positive features. \u0000MOST IMPORTANT RESULTS \u0000Although many literature review sources treat incubation process models with a \"black box\" approach, considering the model process and its structure-oriented nature enables its in-depth analysis and conclusion about the potential in the incubation process. In the process we can also identify timing, staging, contract and growth real options and exercising or discarding these options ensures corporate value creation. \u0000RECOMMENDATION \u0000Identifying and exploiting real options gives scope for business incubators to achieve operational effectiveness and value-creation. They study and the subsequent research provide new approach to practitioners, including the real option logic and use real option valuation.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"33 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114204931","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"F.A.I.L., First Attempt In Learning: Mit és hogyan tanulhatunk a sikertelen vállalkozásfejlesztési mentorálási folyamatokból?","authors":"Zsigmond Száva, Budapesti Műszaki és Gazdaságtudományi Egyetem Gazdaság és T Kar","doi":"10.15170/mm.2019.53.03.03","DOIUrl":"https://doi.org/10.15170/mm.2019.53.03.03","url":null,"abstract":"THE AIM OF THE PAPER \u0000The goal of the current study is to introduce typical failures in entrepreneurial mentoring processes in order to be able draw up a theoretical framework for successful mentoring relationship. Benchmarking could be useful in building up a model, but one could learn not only from good, but also from bad practices. \u0000METHODOLOGY \u0000The study is based on literature review and nine, semi-structured in-depth interviews – as a part of a mix-methodology research in topic of entrepreneurial mentoring process and its influencing factors – with a focus on unsuccessful mentoring relationships. Data were analysed by NVivo content analysing software. \u0000MOST IMPORTANT RESULTS \u0000According to results five intervention or developmental area could be identified as key influencers of a successful mentoring relationship: external effects (1), mentor-based factors (2), or mentee-based influencers (3), factors connecting frames (4) or iatrogenic, in-use effects (5). \u0000RECOMMENDATIONS \u0000The research highlighted, that effective and successful mentoring processes could be lead not only with the application of good practices, but also in a bad practice avoiding mode, where both the mentor and the mentee knows, what kind of factors could negatively influence the process and could lead an unexpected, before goal completion ending.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"56 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127093441","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A kommunikációs jog, mint új tudományos és management kihívás","authors":"Andrea Buday-Sántha, Budapesti Műszaki és Gazdaságtudományi Egyetem Gazdaság és T Kar","doi":"10.15170/mm.2019.53.03.06","DOIUrl":"https://doi.org/10.15170/mm.2019.53.03.06","url":null,"abstract":"THE AIMS OF THE PAPER \u0000The place and role of the communication law developed in paralelle with the communication and information revolution is still evolving, but as a result of legal development, the communication law is the law of the present and the future. Thetrends in our world, the tendencies of rapid transformation determine the complexity of this para, mixed law, and the expansion of its areas and laws. The scope of regulation is extensive, but it focuses on data protection (see GDPR), freedom of communication and information, and hence its role in information society. Based on the above, this is a current topic, and the need for a science-based formulation of communication law and the identified challenges is also emerging. \u0000METHODOLOGY \u0000In addition to the theoretical research of international and Hungarian literature, the present study interprets and defines the conceptual and legal characteristics and challenges of communication, information society, communication law based on scientific research observers, domestic law analysis and primary questionnaire research results. While we are looking for ways forward in the field of communication right and challenges. \u0000MOST IMPORTANT RESULTS \u0000The research findings based on the results that can be drawn from the researches carried out, besides the development of communication and law, as well as the related theoretical areas, also support the establishment of legislative and law-making decisions on the communication law. \u0000Provides usable knowledge and results for researchers and educators of communication law, while this knowledge would benefit all the actors in society, because knowledge of communication law is not only a viability of individuals but also a condition for non-profit and for-profit organizations led by managers. \u0000RECOMMENDATION \u0000The tendentious issues (eg. the gaps, lack of legal concepts, communication rights abuses or colonization of information, robotics, lack of control of artificial intelligence) require legal paradigm shift. Creating the communication environment required by development requires systematic and forward- thinking based on the built-in legislation. As a first step, at the level of a nation-state, it could ensure the addition of the Fundamental Law and the drafting of a communications code. At international level it is desirable to adopt a comprehensive international document that provides a framework for national states to ensure that their law is properly developed.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"58 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115240375","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A VR nyitottság hatása a helyimázs kialakulását befolyásoló tényezőkre","authors":"Viktória Gerdesics, Pécsi Tudományegyetem Közgazdaságtudományi Kar, Ákos Nagy, János Csapó","doi":"10.15170/mm.2019.53.03.01","DOIUrl":"https://doi.org/10.15170/mm.2019.53.03.01","url":null,"abstract":"THE AIMS OF THE PAPER \u0000The present study focuses on the relationship of stages of the attitude toward virtual tourism (interest, preference, substitution) considered as VR readiness and development of place image, thus the way VR affects the development of the picture about a place in an individual. The study basically analyses the impacts of the virtual openness to the formation of the place image, the way of its effects and the possible ability of influencing its formation. \u0000METHODOLOGY \u0000Research works with the results of a representative online survey, it uses variance based (PLS-SEM) structural equitation modelling, and develops a model as well as suggests practical implications. \u0000MOST IMPORTANT RESULTS \u0000Results show that out of the created factors virtual openness has less direct impact on the personal confidence or on the social confidence but indirectly it possesses an influencing power on the formation of the personal confidence about the given place. Since such elements take place among the external factors which are considered by place marketing for to be adequate brand building, we can conclude that the virtual tools in place marketing should be applied along them, since in this way we can take advantage of the trend of virtuality and also of that the picture about the places is indirectly connected with the travel decision of the individual. The researched character strengths appropriating another implication since the strongest connection is among the external orientation and the social confidence so if we use the elements of the external orientation by the virtual technologies in order to influence image creation, we can focus on the forming of the social confidences as well which can also form to own confidence with time combining the rational, evident judgement with the elements also having an impact on the emotional level. \u0000RECOMMENDATIONS \u0000The actual trends in tourism highlight such social and technological trends and changes which integration is inevitable in the sector, nevertheless it is to be considered on which areas these applications should be applied, in what aspects could they affect the individual. Namely, virtual tourism can even endanger some traditional forms of tourism, but it could also be a modern and effective marketing tool, in place marketing activities for example. \u0000Acknowledgements: The research was financed by the EFOP-3.6.1-16-2016-00004 Comprehensive Development for Implementing Smart Specialization Strategies at the University of Pecs” project, and the Higher Education Institutional Excellence Programme of the Ministry of Human Capacities in Hungary, within the framework of the 4th thematic programme „Enhancing the Role of Domestic Companies in the Reindustrialization of Hungary” of the University of Pecs (reference number of the contract: 20765-3/2018/FEKUTSTRAT).","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"19 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132022844","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A betegelégedettséget befolyásoló tényezők és a lojalitás vizsgálata a háziorvosi ellátásban","authors":"Zoltán Juhász, Szegedi Tudományegyetem Zeneművészeti Kar, Erzsébet Hetesi, Norbert Buzás, Szegedi Tudományegyetem Zeneművészeti Kar","doi":"10.15170/mm.2019.53.03.02","DOIUrl":"https://doi.org/10.15170/mm.2019.53.03.02","url":null,"abstract":"THE AIM OF THE PAPER \u0000Our study deals with the influencing factors of patients’ satisfaction with their primary care physicians, and with satisfaction-loyalty connection. We investigated which service-quality items may influence the best the satisfaction with the primary care and whether the satisfaction has an effect on the loyalty to the physician. \u0000METHODOLOGY \u0000Data were collected by interviews using nationally and internationally validated questionnaires. The sample was chosen from inhabitants of three different cities. The data was processed by IBM SPSS Statistics 24 and SmartPLS programmes. The sample was evaluated with mathematical-statistical methods: descriptive statistics, one-way ANOVA, and PLS Path Modeling. \u0000MOST IMPORTANT RESULTS \u0000The satisfaction results of this paper can be compared with similar national publications. 80% of respondents were still satisfied or very satisfied with their family physicians. Their average performance was 4,27 measured on a five-point Liker-scale. \u0000According to PLS regression results, the satisfaction of patients is influenced remarkably by the involvement of patients into decision-making (s=0,459) and providing information to patients (s=0,210), but the role of the physical environment is not a relevant factor in satisfaction. Our novel finding is that patient-physician communication significantly influence the overall satisfaction. Moreover, a linear correlation was also proved between satisfaction and loyalty (s=0,727). \u0000RECOMMENDATIONS \u0000The results of the present research highlight new aspect of quality improvement factors in the everyday practice. Besides the conventional quality dimensions in the primary care (waiting times, physical environment) newer items appeared as relevant factors (communication, patient involvement). Based on our results, the directions of practice development can be appointed: the good patient-physician communication, handling patients as equal partner and involvement of the patient into the decision-making process should play a crucial role in the future.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"44 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122344673","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Effect of Market Orientation and Entrepreneurial Orientation on the New Product Development","authors":"Adisu Fanta Bate","doi":"10.15170/mm.2019.53.02.04","DOIUrl":"https://doi.org/10.15170/mm.2019.53.02.04","url":null,"abstract":"THE AIMS OF THE PAPER \u0000The researches on the effect of Market Orientation (MO) and Entrepreneurial Orientation (EO) on firms’ performance have demanded much effort in marketing researches and unparalleled results have been observed depending up on the context of the studies. But, it seems that much attention has not been given to the effect of these orientations in New Product Development (NDP), applying various forms and approaches of innovation, which is the stem for the overall performance of firms. Hence, this paper aimed to identify different forms and approaches of innovation in NPD and to explain the role or effect of EO and MO on NPD with respect to these forms and approaches of innovation. \u0000METHODOLOGY \u0000Literatures published from 1980 to 2018 in various databases (Business source Premier, Scopus, Web of Science, Science Direct and Academic Search Complete) were accessed and over forty publications were synthesized using systematic literature survey. \u0000MOST IMSPORTANT RESULTS \u0000The product innovation forms and approaches such as discontinuous versus continuous, radical versus incremental, market-driven innovation versus driving-market innovation, and pure product innovation versus marketing mix-product innovation are identified. In the case of discontinuous (also called disruptive or radical) innovation and pure product innovation forms and driving-market innovation approaches, the role of EO outweighs MO in NPD and the latter may not be even useful in these cases. In contrast to MO, EO makes firms pro-active, innovative and to take risk that leads to ground breaking product innovation. On the other hand, in the case of continuous (also called incremental) innovation, and marketing-mix related product innovation forms and market-driven innovation approaches of innovation, it is MO that plays prominent role and equips firms with up to date market intelligence from customers, competitors and suppliers. Literature also adequately supports that MO makes firms competitive in the market and helps them to cope with the existing market system. \u0000RECOMMENDATIONS \u0000Both MO and EO are important for product innovation but their application and the extent of their role or contribution varies depending on the approaches and forms of product innovation adopted, and it is not the issue of being complementary to each other or not as most studies argued. Therefore, practitioners, first, need to know the approaches and forms of innovation they needed before relying either in EO or MO. This study focused on product innovation from manufacturers’ points of view but further empirical research can be done involving service sector organizations regarding the unique roles of EO and MO.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"22 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127814366","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Az online reklámok közvetlen hatásának vizsgálata a vásárlási döntésekre","authors":"Zoltán Korpás, Budapesti Műszaki és Gazdaságtudományi Egyetem, Bálint Szabó","doi":"10.15170/mm.2019.53.02.03","DOIUrl":"https://doi.org/10.15170/mm.2019.53.02.03","url":null,"abstract":"THE AIM OF THE STUDY \u0000The purpose of the study is to examine the effect of online advertising on direct purchases through an example of banner advertising and to explore and further develop the methodology used, to make it more widely applicable. \u0000METHODOLOGY \u0000The research was carried out using eye-tracking technology, which explores the relationship between brand sympathy, online advertising, Internet-related attitudes and the online advertisements effect on shopping, through a questionnaire and a short personal interview. \u0000MOST IMPORTANT RESULTS \u0000The methodology used has proven itself implementable in measuring the impact of different advertising devices on direct, immediate purchases. The results show the participants can recall the content of the seen advertisements. So the experiment confirms that the advertisement can reach the perception threshold and increase brand awareness even if the users ignore them in some sort (conscious or half-conscious) because of the banner blindness phenomena. Moreover, the degree of attention (number and length of fixations) paid to the advertisement is positively correlated with the advertised product’s brand sympathy only in some peculiar cases. On the other hand, the relationship between direct product selection and the appearance of advertisement was not statistically verifiable, but the results indicate that, by improving the methodology and increasing the sample size, the deviation is likely to be significant. It can also be stated that in this sample it was statistically justifiable that the more annoyed the participant was because of the presence of the advertisement, the less he thought himself a conscious internet user. \u0000RECOMMENDATIONS \u0000Marketing is constantly evolving due to the development of mobile devices and the underlying technology’s penetration, and therefore the investigation of the direct impact of advertisements is important for a deeper understanding of online consumer behavior, therefore the methodology used and the results that can be obtained by it can become quite important in the future of advertising market. \u0000As a result of the proliferation of mobile and online technologies, marketing is undergoing a continuous transformation. This is the reason why studying the direct, immediate effects of advertisements are essential for a deeper understanding of the mechanisms of online consumer behavior. The methodology used separates the online advertising effect from the other variables which are affecting the purchases. Consequently the results which can be obtained by it can provide important insight into the future of advertising market.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"20 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124850627","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}