Volume 71, Issue 2 (2015), pp. 47–66
The article reveals demographic and social characteristics of socially responsible consumers and the attributes that have the most impact on the intention to purchase the item from socially responsible companies. Empirical study revealed that socially responsible consumer behaviour is shaped and decision-making is influenced by gender, income adequacy and education. Based on investigation results, client profile of socially responsible companies is identified – it’s all ages (probably older than 25 years), higher-income, educated women.
Volume 80, Issue 2 (2018), pp. 1–22
The brand and customer – based brand equity, which can increase consumer benevolence and encourage them to stay loyal to the brand or service provider, can be an important instrument for corporate competition. The aim of this article is to evaluate practical application of the theoretical model of the interfaces between customer – based brand equity and customer loyalty while carrying out the survey of telecommunication consumers. Lithuanian telecommunication market is currently divided by the three main competitors – Telia Lietuva AB, Tele2 JSC and Bitė Lietuva JSC. The brand Telia has been selected for the analysis. The first phase of the survey was carried out in April–May of 2017, and the second phase – in February–March of 2018. The data obtained allows us to test hypotheses about model’s ability to evaluate the competing brands and to compare consumer positions with respect to them at different periods.
Regionams tampant ekonominio ir socialinio gyvenimo pagrindu, įmonės į savo veiklos strategijas turi įtraukti nacionaliniu ir regioniniupagrindu susiformavusias vertybes bei socialinius poreikius. Kompanijos, ypač tarptautinės, turi suderinti regioninę integracijąsu regionine atsakomybe. Straipsnyje analizuojama įmonių socialinės atsakomybės, kaip regioninės plėtros strategijų priemonės,koncepcija. Pagrindinė suformuluota išvada – įmonių veiklos rezultatai ir regionų išsivystymas yra glaudžiai susiję.
This paper examines what benefits business can achieve by implementing corporate social responsibility reports in its activities.There are also analyzed the evolution of CSR reporting, systemized theoretical aspects of CSR reporting in marketing field. Thearticle emphasized that then satisfying stakeholders’ expectations, needs, and informing them of the action taken to meet these expectations,the organization have greater success of the business, i.e. stability and profitability. Literary analysis showed that CSRreporting is becoming the main tool of linking different holistic marketing programs.
Sparti internetinės rinkodaros plėtra neišvengiamai skatina investicijų šioje srityje augimą, tačiau įmonėms gana sudėtinga prognozuoti internetinės rinkodaros programų atsiperkamumą. Internetinės rinkodaros efektyvumo vertinimo kriterijai ir jo didinimo kryptys mokslinėje literatūroje nepakankamai ištirtos. Tyrimu siekta išanalizuoti internetinės rinkodaros krypčių efektyvumo vertinimo kriterijus ir jo didinimo galimybes. Straipsnyje, atlikus lyginamąją mokslinės literatūros analizę, atskleistos naujausios internetinės rinkodaros tendencijos, siejamos su antros kartos žiniatinkliu, lokalizacija ir daugiaekraniškumu. Pagrindinėmis internetinės rinkodaros kryptimis tampa paieškos sistemų optimizavimas ir rinkodara, elektroninio pašto ir invazinė rinkodara, sindikuotas turinys ir RSS, reitingų tinklalapiai, socialiniai tinklai, forumai, tinklalaidė, tinklaraščiai, valdikliai. Šių krypčių efektyvumas gali būti vertinamas finansiniais ir nefinansiniais rodikliais. Nefinansinių rodiklių pagrindas – vartotojų teikiamos pirmenybės. Finansiniais internetinės rinkodaros efektyvumo rodikliais tampa lankomumo, investicijų pelningumo (ROI) ir konversijos rodikliai.
Advanced internet infrastructure and increasing internet usage both in corporate and home levels broadens opportunities for marketers. The internet as a marketing channel became one of the most important tools for communication between the seller and consumer. More and more companies rely on the internet and increases the budget for the next generation strategies. However, the channels (Search Engines Optimization, Search Engines Marketing, Email Marketing, Invasive Marketing, Syndicated content Marketing, Social Media Marketing and etc.) are chosen intuitively. There is no proven efficiency of different channel or tool. Marketers know the technical description, can calculate budgets but the efficiency differences are unclear. The purpose of the article is to analyse and describe the efficiency of each online marketing channel. Quantitative research method was used to analyse the efficiency of online marketing channels. A survey of Lithuania’s internet users reveals the most acceptable (efficient) online marketing channels. The article scientific aim is to identify which online marketing channels are the most efficient. The findings are valuable at least for Lithuanian market as it reveals the efficiency of different online marketing channels. Companies can make the strategic decisions and choose the most powerful and money efficient channels combination to achieve their marketing goals.
The importance of regional economic growth is emphasized in many countries and their regional policy documents. This issue is emphasized also by many researchers. D. Genaro and E. Melchor (2010) state that by the time of A. Smith, economists started to focus on a problem of economic growth. According to the authors, in recent years, economists have moved from economic interest in the operating cycle analysis to the medium and long-term revenue growth influencing factors analysis. This analysis is very important because as stated by L. Ayala and A. Jurado (2011), many countries or regions economic growth reduces poverty indicators; inequalities reduction is encouraging by policy measures. Despite ongoing national regional policy programs or the Structural Funds of the European Union or the Structural Funds, significant regional differences still exists. There must be emphasized the fact that in theories of regional development a lot of attention are paid on focus what conditions are favorable for creating economic growth in the region. There are focused on modernization of the economical sectors and international business development. The new models of regional development theories visible bring together economic, management and other modern concepts of social integration.
The purpose of the article is to identify the key factors influencing socially responsible consumption and the reasons why consumers do not choose products of socially responsible companies. The article highlights two dimensions of socially responsible consumption: environmental dimension (avoidance to buy products that have a negative impact on the environment) and public dimension (avoidance to buy product of companies who have a negative impact on the welfare of the public). Consumer decisions when purchasing goods are more selfish than justified in the public interest. This is why socially responsible consumption is motivated when users see the benefits for themselves. Users almost always give priority to products with better functional features.An analysis of the literature proves that corporate social responsibility (CSR) is not the dominant criteria in making purchase decisions of consumers. CSR is less important than the other purchase criteria such as price, quality, reliability, customer service, product warranty period, etc. The main reasons, which restrict socially responsible consumption are misconception of consumers, the perception that they have not much power to solve global problems, as well as lack of income, education and information about socially responsible consumption.