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Ecoproducts in the Dynamic Era of Digital Communication: A Neuromarketing Study of Users’ Emotional Reactions on Social Media

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Ščepková S., Zaušková A.

Communication Today

2024

vol. 15

issue 2

84-111

In the present era, where social media have become a primary tool for interaction between brands and consumers, the importance of emotional reactions triggered by observing public comments is increasingly emphasised. This study analyses how these reactions shape the decision-making process when purchasing eco-friendly products. The aim of this study is to bridge the gap in the analysis of emotional reactions from social media users who are exposed to various unofficial information published on social media while gathering information about eco-products, which can significantly influence their purchasing decisions. The objective is to examine, compare, and evaluate how positive and negative sentiment in user comments affects the perception and value of eco-products amongst other social media users. The findings indicate that posts with positive comments foster increased engagement and a favourable perception of products, while negative comments lead to doubt and frustration. In the neuromarketing experiment, we found that 81.8% of respondents considered the visual design of the eco-product and the ecological brand message attractive, with 63.6% reporting that negative social media comments had a significant impact on their perception of the brand. These results support the hypothesis that emotional reactions to comments are a strong factor in consumer decision-making, suggesting that positive reviews may serve as social proof, while negative comments can cause cognitive dissonance. Through this study, we aim to contribute to a deeper understanding of the dynamics between emotional reactions and the perception of eco-products in the digital communication era, which has significant implications for the marketing strategies of ecological brands.

Rekomendacje a dokonywanie zakupów w ujęciu analizy bibliometrycznej

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Bajak M., Manczak I., Spendel Ł.

Marketing i Rynek

2024

issue 7

51-64

The issue of investigating the influence of recommendations on purchasing decisions is part of the current research direction undertaken within various social disciplines. Moreover, it is also an important area discussed in marketing research. The aim of the study is to indicate the links in the literature between the concepts of recommendation and purchase. An attempt is also made to identify the main areas of research in this area and to classify recommendation in terms by type of sender. A bibliometric analysis was carried out to bring order to the literature's considerations to date. The adopted research approach is applicable when there are numerous publications in a selected field. It was decided to identify the links between the terms recommendation and purchase in the scientific literature. For this purpose, the resources of the Scopus and Web of Science databases were used. Based on the results obtained, answers to the research questions were formulated. VOSviewer software was also used, which made it possible to link essential terms from the scientific works and indicate the main research areas in purchase recommendations.

Problematyka badania wpływu rekomendacji na decyzje zakupowe wpisuje się w aktualny kierunek badań podejmowanych w różnych dyscyplinach społecznych. Ponadto stanowi istotny obszar dyskusji w ramach badań marketingowych. Celem opracowania jest wskazanie powiązań występujących w literaturze przedmiotu pomiędzy pojęciami rekomendacji i zakupu. Podjęto także próbę wyszczególnienia głównych obszarów badawczych w tej tematyce oraz sklasyfikowania rekomendacji pod względem rodzaju ich nadawcy. Aby uporządkować dotychczasowe rozważania podejmowane w literaturze, zdecydowano się na dokonanie analizy bibliometrycznej. Przyjęte podejście badawcze ma zastosowanie w sytuacji występowania licznych pozycji publikacyjnych z wybranego zakresu. W celu identyfikacji powiązań występujących w dorobku naukowym pomiędzy terminami ,,rekomendacja” (recommendation) oraz „zakup” (purchase) wykorzystano zasoby bazy Scopus oraz Web of Science. Na kanwie uzyskanych wyników sformułowano odpowiedzi na postawione pytania badawcze dotyczące tych powiązań. W badaniach zastosowano również oprogramowanie VOSviewer, które umożliwiło powiązanie ze sobą istotnych terminów pochodzących z prac naukowych i wskazanie głównych obszarów badawczych w zakresie rekomendacji zakupowych.

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1 Communication Today

1 Marketing i Rynek

1 Bajak M.

1 Manczak I.

1 Spendel Ł.

1 Zaušková A.

1 Ščepková S.

2 2024

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Ecoproducts in the Dynamic Era of Digital Communication: A Neuromarketing Study of Users’ Emotional Reactions on Social Media

Rekomendacje a dokonywanie zakupów w ujęciu analizy bibliometrycznej