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EN
Introduction: The use of mobile phones has increased worldwide during the last decade, especially in adolescents. Objective: The assessment role of mobile phone in the students' life, evaluation of the mobile phone addition symptoms among the Belarusian university students. Material and Methods: The study comprised 160 students from Belarus. We used a questionnaire included the test of mobile phone addiction. Results. The majority of the students had the mobile phones. Of the students 68.8% were convinced on the harmful effects of mobile phone. Nearly 1/3 of the respondents declared that mobile phone should switch off in the theatre (30%), and in the church (33.8%). Of the students 28.8% knew a monophobia definition. Most respondents (71.9%) have never switched off their phones. Only 10.4% of the students had the symptoms of mobile phone addiction. Conclusions. Most students from Belarus were convinced on the harmful effect of the mobile phone using. Most respondents knew that mobile phone users could be addicted. Almost 1/10 of the students had the symptoms of mobile phone –addiction.
EN
Introduction: Legislation systems of most countries prohibited using the handheld mobile phone while driving due to the fact that it disturbs concentration and causes hand involvement. Every phone owner is accustomed to the ringtone of his phone and almost involuntarily endeavors to pick it up or check who calls. This engages one’s psychomotor skills, which in our opinion contributes to the attenuation of reaction time needed for performing other crucial functions. Objectives: The aim of the study was: (1) to evaluate the infl uence of the sound of a ringing mobile phone on the complex reaction time (RT) score in healthy subjects (owners), and (2) to check if there are any differences in RT when a landline phone and mobile phone ring. Methods: To assess RT we used our system and protocol of examination, previously validated. The examination conditions were standardized. All tests were performed in the same room with the same light and general acoustic conditions. The test group consisted of 23 women and 24 men, aged 19–24 years. The examination comprised 4 sessions: Training Session (TS) during which the subjects were accustomed with the application and sample stimuli, Control Session (CS) with no telephone ringing, Landline Session (LS) with landline phone ringing, Mobile Session (MS) with mobile phone ringing. Results: The median RT in the study population was signifi cantly elongated (p < 0.001) in MS. In women and in men RTs were signifi cantly longer in MS than in CS and non-signifi cantly longer than in LS. Reaction times in CS, LS and MS were longer in women, however the differences were not signifi cant (p > 0.05). Conclusions: We think that the specifi c ‘bond’ between a person and their private phone can signifi cantly disrupt their attention and thus affect the attention-demanding activities.
EN
Introduction: The use of mobile phones has increased worldwide during the last decade especially in adolescents. Purpose: To examine the role of a mobile phone in the students' life, signs of addiction, and whether there are differences in phone using between the Polish and Belarusian students. Materials and methods: The study comprised 160 students from Belarus and 227 from Poland. We used a questionnaire included the test of mobile phone addiction. Results: Most of the students had the mobile phones. Of the students 35.2% from Poland and 68.8% from Belarus were convinced on the harmful effects of mobile phone. Most respondents declared that the mobile phone could switch off in the theatre (65.2% from Poland, 30% from Belarus), and in the church (60.8% from Poland, 33.8% from Belarus). Of the students, 46% from Poland and 28.8% from Belarus knew a monophobia definition. The majority of respondents from Poland (83.7%) and Belarus (71.9%) have never switched off their phones. Overall, 22.9% of the Polish students and 10.4% of Belarusian students had the symptoms of mobile phone-addiction. Conclusions: Most students from Poland and Belarus were convinced on the harmful effect of the mobile phone using. More respondents from Poland than Belarus knew that mobile phone users could be addicted. Almost 1/5 of students from Poland and 1/10 from Belarus had the symptoms of mobile phone-addiction.
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EN
The article discusses visual representations of eroticism in commercial media content for mobile phones, ranging language-wise from pornographic to infantile. The author considers it as a discursive form in which both domination of verbal elements over visual ones and consumer's desire over satisfaction could be pointed out. The article notes the alienating dimension of pornography in the era of media convergence.
EN
The aim of the contribution was to map the degree of smartphone addiction in adolescents by means of The Smartphone Addiction Scale (SAS-SV) short version designed by Kwon et al. (2013). The construct validity of the research tool was established by exploratory factor analysis. A unidimentional solution appeared suitable to work with. The internal consistency of the scale was determined by Cronbach’s alpha (0.831). 519 respondents aged 12 to 25 years (AM = 19.41; SD = 3.83) participated in the research. A statistically significant difference was confirmed in the degree of adolescents’ smartphone addiction by gender in favour of women, and by age, at which respondents got their first smartphones, in favour of those who got their smartphone at a younger age. The effect size of differences was weak. No statistically significant difference showed in the degree of smartphone addiction by school type attended by adolescents.
DE
Der Band enthält die Abstracts ausschließlich in englischer Sprache.
EN
Rapid changes in technology are reflected into all walks of education as well as language learning and teaching situations. In line with these changes, studies into the integration of mobile phones into language learning contexts, particularly to facilitate vocabulary acquisition, have spawned. However, learners’ perceptions regarding the impact of the integration of mobile technologies are not fully explored. This study aims at discovering learners’ perceptions of mobile phone integration in translation classes. Twenty-seven learners studying at an English Language and Literature department in a north-western Turkish university were sent SMS text messages including the target words before, during and after the translation courses for 6 weeks. Nine students who were selected based on their frequency of response rate, 3 the most frequent respondents, 3 average respondents and the least 3 respondents respectively, were interviewed. A content analysis of the semi-structured interviews reveals information about the learners’ mobile telephone use and their perceptions of mobile phone use for language learning purposes. The findings reveal that learners in general hold a positive opinion of mobile phone integration although some hesitations have been voiced. A discussion of learners’ perspectives on the current and future use of mobile phones is provided.  
FR
Le numéro contient uniquement les résumés en anglais.
RU
Том не содержит аннотаций на английском языке.
EN
Internet, mobile phone are certainly not new interpersonal medium of communication because they have been effectively adopted on a huge scale to practice of everyday interaction for years. Style of virtual discussion and internet manners that can be found not only in colloquial conversation and behaviour but also in formal language due to its level causes specialists’ concern of many scientific disciplines. What is more availability of electronic medium, anytime and everywhere, causes losing track of time and generally accepted rules that regulate rhythm of social life. That is why the article is to remind these rules and to appeal to teachers, form teachers, and above all to parents in order to pay attention to culture of communication using mass media which for the younger generation is an essential part of their life not only communicative life.
EN
Introduction: This study attempted to determine the effect of a 1800 MHz electromagnetic field (EMF) (only carrier frequency) on thyroxine (T₄), triiodothyronine (T₃) and corticosterone (CORT) concentrations in the blood plasma of chick embryos, and to investigate the effect of electromagnetic field (EMF) exposure during embryogenesis on the level of these hormones in birds that are ready for slaughter. Material and Methods: Throughout the incubation period, embryos from the experimental group were exposed to a 1800 MHz EMF with power density of 0.1 W/m², 10 times during 24 h for 4 min. Blood samples were collected to determine T₄, T₃ and CORT concentrations on the 12th (E12) and 18th (E18) day of incubation, from newly hatched chicks (D1) and from birds ready for slaughter (D42). Results: The experiment showed that T₄ and T₃ concentrations decreased markedly and CORT levels increased in the embryos and in the newly hatched chicks exposed to EMF during embryogenesis. However, no changes were found in the level of the analyzed hormones in the birds ready for slaughter. Differences in T₄ and T₃ plasma concentrations between the EMF-exposed group and the embryos incubated without additional EMF were the highest in the newly hatched chicks, which may be indicative of the cumulative effect of electromagnetic field on the hypothalamo-pituitary-thyroid axis (HPT). Discussion: The obtained results suggest that additional 1800 MHz radio frequency electromagnetic field inhibits function of HPT axis, however, it stimulates hypothalamo- pituitary-adrenal axis by inducing adrenal steroidogenic cells to synthesize corticosterone. Further investigations are needed to elucidate the mechanisms by which radio EMFs affect HPT and HPA axis function in the chicken embryos.
EN
Living in the contemporary world the man adapts his knowledge and capabilities to various technological forms which are imposed on him as a result of technological progress and development. Younger and younger generations use technological innovations more and more smoothly, living with them almost round-the-clock. The topic of this paper is media consumption by the students. The paper describes surveys of the consumption of TV, internet and other media (e.g. mobile telephony) by the Polish and Russian students and analyses the purpose of their use in their private lives and in student work. In young generations the borderlines between real and virtual worlds tend to become more and more blurred because of growing consumption of spare time. Media consumption has its numerous advantages and disadvantages. The technological development is made at the expense of addictions of young people and lower labour efficiency. This issue is addressed by more and more European countries. On the other hand, smooth consumption of new media creates a lot of interesting opportunities and allows to tap hidden potential of the worker to the benefit of the company he works for. It turns out that Poland and Russia have a lot in common. The surveys show that a lot of similarities are in media consumption, since both Polish and Russian students tend to spend more of their spare time with the media. Some differences are driven by various degrees of individual media consumption and by their popularity.
EN
The authors of this research study try to explore the real literacy among young people of today resulting from the influence of the language of new media (especially Facebook and the mobile phone). The impetus for this study comes from frequent complaints that the language of young people has deteriorated due to the negative impact of the language that young people are using in the new media. The authors have done this through an analysis of the way students write in their school assignments and in writings done in their spare time in the new media with regard to (non) existence of the language of new media (such as abbreviations, emoticons and other iconic signs, capitals, dialecticisms, anglicisms, vulgarisms, etc.). In their analysis, the researchers used a computer programme WordSmith Tools 6.0 (Scott 2006). The authors aimed to find out whether or not students in their private language texts use the language of new media (written language with many elements of spoken language and with many abbreviations) and whether or not the students in their school assignments consistently use the standard language without the elements that they normally use in their own language in the new media. The results have shown that secondary school students do consistently write in the standard language in their school assignments, whereas in their leisure activities they use all the elements of the language of new media.
EN
Objectives To evaluate prenatal exposure to radiofrequency radiation (RFR) from telecommunication using a mobile phone questionnaire, operator data logs of mobile phone use and a personal exposure meter (PEM). Material and Methods The study included 1228 mother–infants pairs from the Mothers and Children’s Environmental Health (MOCEH) study – a multicenter prospective cohort study ongoing since 2006, in which participants were enrolled at ≤ 20 weeks of pregnancy, with a follow-up of a child birth and growth to assess the association between prenatal environmental exposure and children’s health. The questionnaire included the average calling frequency per day and the average calling time per day. An EME Spy 100 PEM was used to measure RFR among 269 pregnant women from November 2007 to August 2010. The operators’ log data were obtained from 21 participants. The Spearman’s correlation test was performed to evaluate correlation coefficient and 95% confidence intervals between the mobile phone use information from the questionnaire, operators’ log data, and data recorded by the PEM. Results The operators’ log data and information from the self-reported questionnaire showed significantly high correlations in the average calling frequency per day (ρ = 0.6, p = 0.004) and average calling time per day (ρ = 0.5, p = 0.02). The correlation between information on the mobile phone use in the self-reported questionnaire and exposure index recorded by the PEM was poor. But correlation between the information of the operators’ log data and exposure index for transmission of mobile communication was significantly high: correlation coefficient (p-value) was 0.44 (0.07) for calling frequency per day, and it was 0.49 (0.04) for calling time per day. Conclusions The questionnaire information on the mobile phone use showed moderate to high quality. Using multiple methods for exposure assessment might be better than using only one method. Int J Occup Med Environ Health 2016;29(6):959–972
PL
Intensywny rozwój współczesnych technologii ICT (Information and Communication Tech-nologies), łatwość dostępu i ich różnorodność sprawiły, że dzisiaj coraz trudniej wskazać obszar działalności człowieka, który byłby pozbawiony chociażby pewnych elementów mediów cyfro-wych, szczególnie mediów komunikacyjnych, takich jak internet czy telefonia komórkowa. Tele-fon komórkowy jest dziś podstawowym przedmiotem, z którego korzystają osoby w każdym wieku, coraz częściej także najmłodsze, kilkuletnie dzieci. Niewątpliwie korzyści płynące z posia-dania i korzystania z telefonu komórkowego są bardzo duże. Należy jednak pamiętać również o zagrożeniach, które wynikają z faktu nieodpowiedniego posługiwania się telefonem komórko-wym, zwłaszcza przez dzieci i młodzież. Artykuł stanowi próbę zasygnalizowania skutków nie-właściwego korzystania z telefonów komórkowych (fonoholizmu) przez dzieci i młodzież.
EN
Due to intensive advancement of modern Information and Communication Technologies, easily accessible and highly various, it is more and more difficult nowadays to find an area of human life not bearing any sign of impact of digital media, in particular means of communication, such as the Internet or mobile telephony. The mobile phone is an essential tool used by persons of any age, in-cluding the youngest children. There is no doubt about the benefits of possessing and using a mobile phone. It is, however, vitally important to take into consideration the threats resulting from mobile phone misuse, especially among children and adolescents. This article is an attempt to demonstrate the consequences of mobile phone misuse (mobile phone dependence) by children and adolescents.
PL
We współczesnych czasach obserwujemy dynamiczny rozwój społeczeństwa informacyjnego oraz rosnące zapotrzebowanie na coraz lepszą jakość usług i produktów ICT. Młodzież coraz częściej wykorzystuje nowoczesne środki komunikacji (komputery, laptopy, tablety i telefony komórkowe z dostępem do Internetu) w życiu codziennym. Głównym celem przeprowadzonych badań było poznanie stanu posiadania i wykorzystywania nowoczesnych środków komunikacji przez śląską młodzież, a także zbadanie, czy śląscy uczniowie szkół ponadgimnazjalnych są zagrożeni uzależnieniem od Internetu i telefonów komórkowych. W badaniach zastosowano test autorstwa K. Young – Internet Addaction Test (IAT) i kwestio-nariusz do Badania Uzależnienia od Telefonu Komórkowego (KBUTK) autorstwa E. Potembskiej i B. Pawłowskiej.
EN
We are seeing rapid development of the information society and the growing demand for more and better quality of ICT products and services. Young people are increasingly using modern means of communication (computers, laptops and mobile phones with Internet access) in their everyday life. The main objective of the study was to investigate the possession and use of modern means of communication by the Silesian youths and to investigate whether the pupils of secondary schools in Silesia are at risk of addiction to the Internet and mobile phones. The studies used: test by K. Young – Internet Addaction Test (IAT) and Addiction to Mobile Phone Questionnaire (AMPQ) by E. Potembska and B. Pawłowska.
EN
The article is devoted to the issue of the addiction to a mobile phone. It is treated as a new social problem and educational challenge. The first part is devoted to the role of a mobile phone in life of a young person. The addiction to a mobile phone was defined and its aetiology was described. Typical features of a person who is psychologically addicted were described. The second part presents the results of the research the aim of which was to gain knowledge concerning dominating forms of using mobile phones by the students of pedagogy. The last part of the article presents the results and conclusions concerning the students who participated in the research. The analysis of the conducted research confirms the tendency to the new addiction called phonoholism. Therefore, there is a need to popularize knowledge concerning new addictions, especially among parents and pedagogues.
PL
W artykule zostały zawarte treści dotyczące uzależnienia od telefonu komórkowego. Potraktowano je jako nowy problem społeczny i wyzwanie edukacyjne. W pierwszej części zwrócono uwagę na rolę, jaką odgrywa telefon komórkowy w życiu młodego człowieka. Zdefiniowano, czym jest uzależnienie fonoholiczne, oraz zwrócono uwagę na jego etiologię. Ukazano typowe cechy zachowania osoby uzależnionej psychicznie. W drugiej części zaprezentowano wyniki badań własnych, których celem było zdoby-cie wiedzy na temat dominujących form korzystania przez studentów kierunku pedagogika z telefonów komórkowych. W końcowej części artykułu przedstawiono wnioski dotyczące tego, czy ze zjawiskiem fonoholizmu mamy do czynienia w przypadku studentów uczestniczących w badaniu. Analiza przeprowadzonych badań potwierdza tendencję do występowania nowego uzależnienia, jakim jest fonoholizm. W związku z tym istnieje potrzeba popularyzowania wiedzy na temat nowych uzależnień, zwłaszcza wśród rodziców i pedagogów.
PL
Artykuł podejmuje problematykę negatywnego wpływu nowoczesnych technologii teleinformatycznych, w tym komputera i telefonu komórkowego, na zdrowie młodego człowieka. Wpływ ten objawia się chorobami kręgosłupa, pogorszeniem wzroku, obniżeniem poziomu kondycji fizycznej, rozdrażnieniem wywołanym przez smog elektromagnetyczny, narażeniem na choroby nowotworowe poprzez promieniowanie wytwarzane przez telefony komórkowe oraz stacje bazowe, a także uzależnieniem, zwłaszcza od obioru nowych informacji w postaci poczty e-mail lub SMS-ów. Te wszystkie zagrożenia dotyczą zwłaszcza ludzi młodych, dla których technologia teleinformatyczna jest naturalnym składnikiem życia i rozwoju, który odbywa się w czasie wielkiego i szybkiego postępu technologicznego.
EN
The Influence of the Digitization of Life on the Deterioration of the State of Health of a Youth. The article undertakes the problems of a negative influence of modern IT technologies, computers and mobile phones among them, on a young man’s health. This influence shows itself in spine diseases, sight deterioration, reduction of the level of physical condition, exasperation caused by electromagnetic smog, exposing to cancer diseases by the radiation produced by mobile phones and base stations, as well as addictions, particularly to the receiving of new information in the form of e-mails and sms messages. All these threats especially relate to young people, for whom IT technologies are a natural ingredient of life and development taking place during the great and fast evolution of IT technologies.
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Downfall of Nokia

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EN
Mobile phone industry is one of the most dynamic and competitive market in the world. For a decade Finnish mobile phone manufacturer Nokia was a market leader in mobile phone market. Since the early 2000s smartphones became increasingly popular segment inside the mobile phone industry. Mobile phone market leader Nokia underestimated the importance of smartphones, and although remaining as a market leader for entire mobile phone industry until the early 2010s, it was underachieving in the smartphone market in comparison to its main rivals Apple and Samsung. Nokia tried to gain a market leadership in the smartphone industry through strategic alliance with technology company Microsoft. Strategic alliance, however, failed to achieve this goal. This article attempts to explain through descriptive research method the main reasons that caused the downfall of Nokia from being the mobile phone market leader to becoming a former mobile phone manufacturer in less than 10 years. This article suggests that industry changes and company’s decision making environment caused an irreversible decline in Nokia that resulted in acquisition of Nokia’s Devices & Services unit to Microsoft.
PL
Jednym z najbardziej dynamicznych i konkurencyjnych rynków na świecie jest branża telefonii komórkowej. Przez dekadę liderem w branży był fiński producent telefonów komórkowych – Nokia. Od początku XXI w. Jeden z segmentów rynku w sposób szczególnie zauważalny zyskiwał na popularności i powoli monopolizował rynek telefonów komórkowych – smartphony. Lider branży – Nokia – nie docenił rosnących w popularność smartphonów, i pomimo iż pozostał w czołówce firm produkujących telefony komórkowe, do roku 2010 technologicznie pozostawał w tyle w porównaniu do swoich głównych konkurentów, firm Apple i Samsung. Przy rosnącej sile popytu na smartphone, Nokia próbowała utrzymać pozycję lidera w branży przez strategiczny sojusz technologiczny z firmą Microsoft. Celu tego nie udało się osiągnąć i sojusz odniósł porażkę. Artykuł ma na celu wyjaśnienie głównych powodów zawarcia tego strategicznego dla Nokii i Microsoftu sojuszu, oraz przybliżenie procesu przejęcia Nokii przez Microsoft. Kwestią badań jest to jakie czynniki kierujące branżą telefonii komórkowej zaważyły o zawiązaniu sojuszu między Nokią a Microsoftem, oraz które z czynników zadecydowały o jego niepowodzeniu. Literatura źródłowa użyta do napisania tego artykułu to dzieła poruszające temat fuzji i przejęć firm. Wykorzystana została również literatura z zakresu marketingu i zarządzania. Narzędziem analizy ostatnich zmian zachodzących na rynku telefonii komórkowej są analizy biznesowe znanych czasopism branżowych.
EN
Background Experimental studies have shown cardiovascular effects of electromagnetic fields (EMF) emitted by mobile phones (e.g., prolonged QTc interval and abnormal blood pressure [BP] values). Also, stress may have an impact on the cardiovascular function. However, there are practically no data regarding the joint effect of exposure to stress and EMF, with both factors pertaining, e.g., to employees of mobile network operators. Material and Methods Out of 208 subjects who had taken part in survey research, 55 workers agreed to undergo resting ECG, 24-h ECG and ambulatory blood pressure monitoring (ABPM). Their health condition, occupational and life-stress levels and EMF exposure were also assessed. Results Among the workers using mobile phones for more than 60 min daily, the systolic BP values in office measurement and at night-time in ABPM were significantly higher than among the workers spending less time talking on mobile phones (p = 0.04 and p = 0.036, respectively). The workers with the highest level of occupational stress showed significantly higher systolic 24-h BP (p = 0.007) and at day-time (p = 0.002), both during work (p = 0.010) and after work (p = 0.005), and higher diastolic BP values at day-time (p = 0.028). Cardiovascular response was strongly gender-related: males showed more BP abnormalities while females displayed more impairments in ECG records. The heart rate from 24 h was significantly correlated with the level of occupational stress, after adjusting for gender, life-stress and EMF. Conclusions The findings obtained thus far have indicated the need to conduct in-depth studies on the impact of stress and EMF emitted by mobile phones on the health effects, in order to clarify the observed gender-related differences in cardiovascular response to the combined exposure to stress and EMF. Med Pr. 2019;70(4):411–24
PL
Wstęp W badaniach eksperymentalnych zaobserwowano wpływ korzystania z telefonu komórkowego na pracę serca, m.in. wydłużenie odstępu QTc oraz zmiany w wartościach ciśnienia tętniczego. Także stres może wywoływać zmiany w układzie krążenia. Brak jednak badań uwzględniających jednoczesne oddziaływanie stresu i pola elektromagnetycznego (PEM). Oba czynniki dotyczą m.in. pracowników sieci komórkowych. Materiał i metody Spośród 208 badanych we wcześniejszych etapach metodą ankietową 55 osób wyraziło zgodę na udział w dalszych badaniach [EKG spoczynkowe, 24-godzinna rejestracja EKG i ciśnienia tętniczego (ambulatory blood pressure monitoring − ABPM)]. Oceniono u nich także stan zdrowia, poziom stresu zawodowego i ogólnego oraz ekspozycję na PEM. Wyniki W przypadku osób rozmawiających przez telefon komórkowy ponad 60 min dziennie ciśnienie skurczowe w pomiarze jednorazowym i ciśnienie skurczowe z nocy w badaniu ABPM były istotnie wyższe niż u rozmawiających krócej (odpowiednio, p = 0,04 i p = 0,036). Badani, u których stwierdzono najwyższy poziom stresu zawodowego, charakteryzowali się istotnie wyższym ciśnieniem skurczowym w okresie doby (p = 0,007) i dnia (p = 0,002), zarówno w pracy (p = 0,010), jak i po niej (p = 0,005), oraz wyższym ciśnieniem rozkurczowym w okresie dnia (p = 0,028). Reakcja układu krążenia była istotnie zależna od płci. U mężczyzn dominowały zaburzenia ciśnienia tętniczego, a u kobiet – zaburzenia przewodzenia w EKG. Częstość skurczów serca w okresie doby z uwzględnieniem wpływu płci, stresu ogólnego i PEM była istotnie skorelowana z poziomem stresu zawodowego. Wnioski Uzyskane dotychczas wyniki wskazują na potrzebę dalszych badań w celu wyjaśnienia przyczyn różnej u kobiet i mężczyzn odpowiedzi układu krążenia na działanie stresu i PEM emitowanego przez telefony komórkowe. Med. Pr. 2019;70(4):411–424
PL
Nowe media, portale społecznościowe i inne tego typu komunikatory stały się w naszych czasach nie tylko instrumentami komunikacji, ale także areopagami, środowiskami życia i działania wielu ludzi, zwłaszcza młodych. Celem tekstu jest próba oceny etycznej różnych nowych form komunikacji elektronicznej z punktu widzenia etyki katolickiej, w kontekście wychowania dzieci i młodzieży. W tekście są omówione niektóre problemy etyczne użytkowników mediów społecznościowych oraz ich konsekwencje dla relacji międzyludzkich. Analizowane są najnowsze badania naukowe oraz teksty katolickiej nauki społecznej. Przywołane są poglądy współczesnych myślicieli, na czele z Maurizio Ferrarisem, który snuje rozważania na temat etyki nowych mediów, stawiając kontrowersyjne pytanie: czy iPad ma duszę?
EN
In our time, new media, social networks and other such instant messengers have become not only instruments of communication, but also ‘Areopaguses’, environments of the life and activities of many people, especially the young. The text attempts to ethically evaluate various new forms of electronic communication in the light of Catholic ethics and in the context of the education of children and youth. The article discusses certain ethical problems of social media users and their consequences for interpersonal relationships. The most recent scientifi c research and texts of Catholic social science are analysed. The text cites views of modern thinkers, including Maurizio Ferraris, who deliberates on the ethics of new media, raising the controversial question: does the iPad have a soul?
EN
The purpose of the article is to present the main aspects of brand loyalty among Polish buyers regarding the leading Asian brands of smartphone, Samsung and Huawei. The main definitions of brand loyalty and the theory behind it, especially the distinction between repeat purchasing behavior and brand relative attitude, are discussed. Based on this, it is possible to identify different levels of brand loyalty: no loyalty, latent loyalty, spurious loyalty, and loyalty. Data concerning the market for smartphones globally and in Poland are presented. The main part of the article, the analysis of brand loyalty, is based on empirical research conducted in March 2020 on a sample of 1200 Poles; 329 respondents used Samsung smartphones, and 304 used Huawei. The level of repeat patronage and the relative attitude towards these two brands are measured, and the main differences between the two brands are identified. The main conclusion is that the variations in market segmentation based on demographic, geographic, and behavioral criteria are the main source of these differences.
PL
Celem niniejszego artykułu jest ocenienie poziomu lojalności polskich użytkowników smartfonów wobec dwóch marek – Samsunga oraz Huawei. Artykuł zawiera przegląd głównych pojęć i zagadnień związanych z lojalnością nabywców, ze szczególnym uwzględnieniem mocno zarysowanego w literaturze przedmiotu podziału na lojalność behawioralną oraz lojalność emocjonalną. W zależności od powtarzalności zakupów oraz względnego stosunku do marki (lojalności emocjonalnej) wyróżnić można cztery postawy: brak lojalności, lojalność bierną, lojalność ukrytą oraz lojalność prawdziwą. W artykule przedstawiono najważniejsze dane statystyczne dotyczące rynku smartfonów zarówno w Polsce, jak i na świecie. Aby ocenić lojalność użytkowników smartfonów, porównano dwie marki, Samsung oraz Huawei, które są wiodącymi koncernami technologicznymi i zarazem największymi sprzedawcami telefonów komórkowych na świecie. Zasadniczą część artykułu stanowi analiza wyników badania przeprowadzonego w marcu 2020 r. na próbie 1200 polskich respondentów, z których 329 było użytkownikami smartfonów marki Samsung, a 304 – Huawei. Analizie poddano zarówno lojalność behawioralną, jak i emocjonalną. Zidentyfikowano istotne różnice w ocenie lojalności wobec obu marek wynikające z behawioralnych, demograficznych oraz geograficznych kryteriów segmentacji.
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