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Internet-based mass communication in multi-level marketing companies operating in Poland

100%
Nowotarska-Romaniak B., Szczepanik S.
Marketing Instytucji Naukowych i Badawczych
|
2024
|
vol. 54
|
issue 4
25-48
EN
This study examines the areas of Internet-based mass communication (websites, social media) utilized by multi-level marketing (MLM) companies operating in Poland, using methods including literature review, descriptive analysis, and statistical analysis of primary data. Findings reveal that the most popular MLM websites in Poland are those of foreign-owned companies with over 16 years of operation, which attract more smartphone users, especially among younger firms with high mobile engagement. Average visit duration is around 4 minutes, with longer visits on established global sites, while about half of all visits result in a bounce. Most of the MLM websites examined have content in Polish, primarily featuring product information, company details, and contact information, alongside product and partnership options and required privacy policies. Social media presence is less significant, with Facebook being the most utilized platform, particularly by older firms; Polish-language profiles are rare on more time-intensive platforms like YouTube. Facebook holds the highest average user count, especially for firms operating for over 21 years. This study lays a foundation that may support the first formal classification of MLM enterprises in Poland and inform governmental policies on MLM regulation and PKD code identification. Despite the study’s limitations, the findings contribute a preliminary understanding of MLM companies’ online communication strategies in Poland, paving the way for future qualitative and quantitative research.
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Seniors as life insurance customers in Poland

100%
Nowotarska-Romaniak B. R., Szczepanik S.
Marketing i Rynek
|
2023
|
issue 10
12-19
PL
Celem artykułu jest analiza wiedzy seniorów na temat ubezpieczeń na życie, ich potrzeb i możliwości pod kątem tworzenia strategii produktowej ubezpieczeń na życie skierowanych do tej grupy. Celem badania było zebranie danych na temat świadomości seniorów w zakresie ubezpieczeń na życie, ich najczęstszych źródeł informacji na ten temat oraz czynników wpływających na ich decyzje zakupowe. Ze względu na dużą heterogeniczność grupy zidentyfikowano cechy wyróżniające oraz cechy wspólne innym grupom wiekowym. Na podstawie badania przeprowadzonego metodą ankietową zidentyfikowano przyczyny niskiej świadomości ubezpieczeniowej seniorów. Jednocześnie zidentyfikowano wyzwania wynikające z sytuacji finansowej seniorów, mając na uwadze, że są oni grupą o dużym potencjale i rosnącą populacją w ogólnej liczbie ludności w Polsce. Następnie opisano elementy istotne dla tworzenia strategii produktowej dla seniorów, tj. możliwość indywidualizacji oferty, sposób komunikacji oraz rozwiązania w obszarze obsługi.
EN
The aim of the article is to analyse seniors' knowledge about life insurance, their needs and possibilities in terms of creating a life insurance product strategy addressed to this group. This research aimed to collect data on seniors' awareness of life insurance, their favourite sources of information on the subject, and the factors influencing their purchasing decisions. Due to the group's large heterogeneity, distinguishing characteristics as well as characteristics shared by other age groups were identified. The reasons for the low insurance awareness of seniors were identified based on a survey conducted using the survey method. At the same time, challenges resulting from the financial situation of seniors were identified, bearing in mind that they are a group with great potential and a growing population in the total number of people in Poland. Then, the elements relevant to the creation of a product strategy for seniors were described, i.e. the possibility of individualizing the offer, the method of communication and solutions in the field of service.
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