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Retail Marketing Communication and the Consumer Behaviour of Selected Generations

100%
Čábyová Ľ.
Communication Today
|
2022
|
vol. 13
|
issue 2
214-215
EN
Kusá, A., Fašiang, T., Kollárová, D.: Retail Marketing Communication and the Consumer Behaviour of Selected Generations. Oxford : Peter Lang, 2022. 189 p. ISBN 978-1-80079-855-7.
2
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Social Media Use and Adolescents’ Levels of Advertising Literacy

63%
Čábyová Ľ., Hudáková V.
Media Literacy and Academic Research
|
2022
|
vol. 5
|
issue 2
147-163
EN
Advertising literacy is a set of knowledge, abilities and skills enabling one to identify and comprehend advertised messages. The theoretical part of the paper brings various points of view on advertising literacy (which we comprehend to be an element of media literacy), its classification and basic levels. The aim of the paper is to identify the level of advertising literacy among adolescents. The research has been conducted on a sample of 348 youngsters aged 13 to 17 years old. The authors of the paper investigated the influence of age on advertising literacy in the process of identifying intent of advertisement on the social network Instagram utilising new formats of digital communication such as reels, stories and memes. The authors of the paper tend to admit that the age of respondents may have an influence on adolescents’ advertising literacy but to finally claim so, further research with respondents from larger age groups would have to be conducted.
3
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Reading Behaviour In The Digital Age: Impact Of Covid-19 On Consumer Behaviour

51%
Paveleková J., Čábyová Ľ., Hrušková A.
Media Literacy and Academic Research
|
2021
|
vol. 4
|
issue 2
25-41
EN
People’s lives have been significantly affected by the Covid-19 pandemic, including their shopping behaviour. The authors of the article characterized the individual generations, their shopping behaviour and their relationship to reading and buying books with a focus on e-books. Due to the significant change to the online environment, there may be a presumption that the current situation has an impact on the reading of e-books across all generations. The aim of the research was to find out what effect the pandemic has on the reading and purchasing of e-books and how consumers behave, what their consumer habits are and what influences their shopping behaviour. The paper publishes the results of research conducted by electronic surveying on a sample of 658 respondents. The results showed that the generation influences the purchase of e-books during the Covid-19 pandemic, while respondents prefer to shop in domestic e-shops. The results of the research will be offered to publishers to be able to adapt their marketing strategy and respond to the changes that the current Covid era brings. The research was carried out in Slovakia, in the following period the authors will focus their attention on the countries of Central Europe.
4
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Family News Talks: Deliberative Communication in Families

45%
Čábyová Ľ., Hudíková Z., Rozukalne A., Skulte I., Skulte S.
Media Literacy and Academic Research
|
2023
|
vol. 6
|
issue 2
22-53
EN
The authors of the research study investigated and compared the use of media among young adults (aged 19-24) in Slovakian and Latvian families, along with its potential for fostering deliberative communication both within and outside these family units. The study highlights the very limited interest among young people in actively seeking out quality news sources, with only a small fraction of them consistently visiting reliable news websites, actively searching for high-quality information, and comparing news from various sources. News in the media continues to spark discussions among family members; however, there are still many families who consciously avoid these discussions. Media news continues to incite deliberative discourse within family units, yet a considerable number of families deliberately abstain from engaging in such dialogues. This study discusses the influence of the media environment on content in Latvia and Slovakia. It emphasizes the importance deliberative communication and promoting media and information literacy.
5

European Media Landscape under Scrutiny: MediaDelCom Project and Its International Significance

45%
Radošinská J., Čábyová Ľ.
Communication Today
|
2024
|
vol. 15
|
issue 1
215-217
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