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Brand Engagement on Facebook Based on Mobile Phone Operators' Activity Within Four European Countries

100%
Olczak A. B., Sobczyk R. K.
Studia Ekonomiczne
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2013
|
vol. 150
97-108
EN
Community is a potent strategy if it is approached with the right mind-set and skills. A strong brand community increases customer loyalty, lowers marketing costs, authenticates brand meanings, and yields an influx of ideas to grow the business. Through commitment, engagement, and support, companies can cultivate brand communities that deliver powerful returns16. The findings of the study conducted by the authors show that most operators has the interactive Facebook pages and users can receive answer to their question in the reasonable time. Brand Engagement rates are the highest in Germany, France and Poland take the second place with quite similiar results, whereas England has definitely the lowest rates. Apart from this ranking, the overall level of engagement rate is low in comparison to the amount of fans, each fan page has. It means that brand strategies on Facebook should be improved to engage fans. Further studies might indicate reasons of this outcomes and engagement rates comparison in other sectors. What can be concluded according to this article is that although Facebook is the global platform, brand engagement rate within communities in the mobile network area is rather differentiated among countries and networks' brands. Using social media to build brand loyalty seems to be the upcoming challenge for all companies and the presence on Facebook should be taken seriously.
2
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Consumer Perception of Mobile Commerce in Poland

80%
Kapera K.
Studia Ekonomiczne
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2013
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vol. 151
87-95
EN
The purpose of this paper is to analyze consumers' perception of mobile commerce in Poland. The publication is based mainly on the results of a survey conducted in 4Q 2012 on a sample of 118 Cracow University of Economics students. The study confirmed that the Polish mobile commerce market is still at an early stage of development. Currently, only a relatively small percentage of consumers use mobile phones to make purchases of goods or services. The main reasons for this state of affairs include lack of awareness and knowledge among consumers about this form of shopping and their negative attitude.
3
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Does Coopetition Strategy Improve Market Performance? An Empirical Study in Mobile Phone Industry

70%
Le Roy F., Sanou F. H.
Journal of Economics and Management
|
2014
|
vol. 17
64-92
EN
A central question about coopetition is its impact on performance. Past researches on this question obtained mixed results. No past researches have attempted to evaluate the impact of coopetitive strategies on performance compared with other strategies vis-à-vis competitors: aggressive, cooperative or coexistence strategies. In addition, there have been few studies that attempt to establish a relationship between coopetitive strategy and market performance. In order to fill these gaps, this research studies the impact of coopetitive strategy on market performance, compared to the impact of aggressive, cooperative and coexistence strategies. An empirical study is conducted in the mobile telephony industry. The method is a structured content analysis that identifies the strategic movements of mobile operators from different countries and geographical regions. The results show, first, that only three strategies may be identified in the industry: aggressive, cooperative and coopetitive. The results show, second, that the market performance depends on the strategy adopted toward competitors. A coopetition strategy seems to perform better than either an aggressive or a cooperative strategy. An aggressive strategy is more effective than a cooperative strategy.(original abstract)
4

Marketing mobilny na smartfonach

51%
Gurgul P.
Zeszyty Naukowe Wyższej Szkoły Ekonomii i Informatyki w Krakowie
|
2012
|
issue 8
141-149
PL
Gdy reklama mobilna jest już stosowana, występuje ona najczęściej w dosyć podstawowych i przestarzałych postaciach, takich jak krótkie wiadomości tekstowe czy też nieskomplikowane aplikacje sponsorowane. Bogaty wachlarz nowych możliwości technicznych smartfonów opisany w niniejszej pracy stanowi znaczący potencjał, który można wykorzystać celem podniesienia skuteczności, a często i efektywności reklamy dla odbiorców. Celem artykułu jest przybliżenie i ocena cech smartfonów użytecznych w nowoczesnym marketingu mobilnym wraz z wybranymi przykładami ich wykorzystania. (fragment tekstu)
EN
The aim of this paper is to investigate new marketing opportunities introduced by the emergence of intelligent mobile devices such as smartphones, tablets and e-book readers. This will be followed by the description of new technical features capable of improving mobile marketing quality. Paper concludes with the case study of a sponsored smartphone application.(original abstract)
5
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Motywy wyboru operatora telefonii komórkowej w Polsce

51%
Gheribi E., Klepacz M.
Studia Ekonomiczne
|
2018
|
vol. 367
7-23
PL
Usługi telefonii komórkowej w Polsce w ostatnich latach silnie się rozwijają. Istniejące na rynku firmy rywalizują ze sobą, by osiągnąć pożądaną pozycję i udział w rynku. Celem opracowania jest przedstawienie stanu rynku telefonii komórkowej oraz motywów wyboru operatora telefonii komórkowej w Polsce w świetle opinii klientów. Na polskim rynku usług telefonii komórkowej funkcjonuje czterech wielkich operatorów, którzy świadczą usługi dla 96,8% rynku. Przeprowadzone badania pokazały, że klienci dokładnie analizują oferty operatorów, zanim podejmą decyzję o zakupie usługi lub zmiany operatora, a także, że firmy są konkurencyjne na różnych polach działania.
EN
Mobile phones services in Poland is growing dynamically in recent years. The aim of the paper was to present the condition of the mobile phones market in Poland and the motives for choosing mobile operator in Poland on the competitiveness of enterprises in the light of the opinion of the customers. There are four major operators on the market of mobile phones services in Poland, which provide services to 96.8% on the market. The research has shown customers thoroughly analyze offers operators, before they take decisions on the purchase of a service or of a change of operator. The research has shown also that companies are competing on the various fields of action.
6
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Marketing mobilny a komunikacja marketingowa

51%
Sadowska E.
Studia Ekonomiczne
|
2013
|
vol. 140
122-132
EN
The XXI century is primarily a ubiquitous access to the Internet. Today, we can connect to the Internet almost anywhere in the world. Just a simple mobile phone to be able to freely search the network resources, view offer businesses and make purchases. In the near future, mobile marketing will play a big role in business promotion activities. Mobile marketing enables entrepreneurs to reach out to larger audiences. It offers many tools that can be used to improve communication with potential customers. These tools include, among others applications, the mobile photo codes (QR code), massages / mms marketing, geolocation, augmented reality mobile advertising (or video display), kiosks and mobile devices. Although mobile marketing in Poland is still in its early stages of development, it should not be ignored by businesses. If the predictions of experts to check in the next few years will experience internet marketing changes on a large scale. Change not only the equipment used by the users to enter into commercial transactions, but also their behavior. The main driving force behind the development of the mobile advertising market is the growing popularity of smartphones and rapid technological development of mobile devices. In addition, a growing number of supporters of mobile Internet access. With the change of human communication habits are also changing market awareness in the use of new marketing channels which are mobile devices. Today, most mobile advertising is targeted for smartphones including iPhone, Blackberry and Android devices, because these devices offer users advanced functionality in mobile content. Mobile phone as an advertising medium allows very precise reach the customer in real time. Mobile advertising market will grow with increasing technological capabilities of mobile devices and mobile applications, and they are endless. You may find that one of the most effective ways of reaching the customer, is the use of mobile phones. It has it all (some even more than one), and advertising can be precisely addressed, not only preferences but also the quite exact location of the terminal.
7

Badanie postaw klientów telefonii komórkowej wśród studentów

41%
Frąckiewicz E., Markowicz I.
Wiadomości Statystyczne. The Polish Statistician
|
2005
|
issue nr 11
44-56
XX
Artykuł przedstawia wyniki badań charakteryzujących postawy i opinie klientów, z grupy osób studiujących, wobec usług świadczonych przez operatorów telefonii komórkowej oraz funkcji samych aparatów. Okazało się, że największą uwagę ankietowani przywiązują do ceny, czym można wytłumaczyć zainteresowanie promocjami cenowymi organizowanymi przez operatorów. Na wybór operatora istotny wpływ miała także jakość oferowanych połączeń. Zdaniem respondentów idealny telefon powinien mieć systemy WAP i MP3, dyktafon i aparat fotograficzny.
EN
Thanks to GSM system entry, many changes in design and function, and most of all decreasing price politics, the mobile phone market growths dynamically. The value of global market is estimated at 60 mln euro. Polish market follows these changes. The research presented in this paper, shows that situation. In young respondents opinion, there is no difference between 3 Polish operators. It occurs that the most important factors took into consideration during the purchasing process are price and brand. The future telephone set is supposed to have MP3 system, WAP and photo module to be popular.
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