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Wpływ social media marketingu na konsumentów pokolenia Z

100%
Koczy J.
Zarządzanie Mediami
|
2023
|
vol. 11
|
issue 4
345-360
EN
Social media marketing (SMM) is a rapidly growing field of marketing, whose role and impact is continually gaining importance. The potential of social media (SM) can be used to build relations with customers and create a brand image. For Generation Z, who grew up in a time of widespread access to technology, activity in virtual spaces, especially SM, is an important part of their day-to-day lives. The aim of this article is to explore the influence of SMM on generation Z consumers. As representatives of this generation are the main target group of SM content, it is important to monitor what kind of reactions it elicits in these young consumers to increase its efficiency. This leads to the question: how does SMM influence consumers from generation Z? This question was the motivation for the study, which used a quantitative approach with a CAWI method using an electronic survey questionnaire. The results showed that content in SM is not a direct purchase motivator for Generation Z and that influencer marketing is not effective. SM is a place where brands can gain recognition and build relationships with customers, while it is important for companies’ communications to be open to customers’ opinions and needs – this approach evokes positive emotions in the audience and allows the brand to build a positive image.
2
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Zjawisko Quiet Quitting wśród polskich pracowników pokolenia Z

63%
Lipiński F., Koczy J.
Academic Review of Business and Economics
|
2023
|
vol. 4(1)
54-72
EN
In the second half of 2021, a new phenomenon called Quiet Quitting has emerged in the US regarding attitudes toward work. The phenomenon is a kind of trend that has gained a lot of popularity thanks to social media, especially among people from Generation Z, due to their relatively high activity in the virtual world. Quiet Quitting refers to renouncing the 'cult of work' and performing one's work duties to the bare minimum, in order to maintain work-life balance and also to avoid professional burnout. The purpose of this article is to present the attitudes toward work of Generation Z people, in terms of their tendency's characteristic of the Quiet Quitting phenomenon, as well as to identify the key aspects of work for this group that motivate them to perform their professional duties. It was deemed important to survey this age group, as the people who mainly contributed to the prevalence of the phenomenon. The survey found that 57% of respondents had not heard of the phenomenon of Quiet Quitting, and 80% of respondents said they were engaged in their work tasks. The analysis of the results of the survey made it possible to determine that the approach to work of people from generation Z, does not coincide with the assumptions of the phenomenon of Quiet Quitting employees from this generation strive to maintain a balance between work and private life, but they continue to engage in professional duties, and work is an important part of life for them. In their work life, they value, above all, a good atmosphere and integration with the team, which is also what motivates them the most to work.
PL
W drugiej połowie 2021 roku w USA powstało nowe zjawisko zwane Quiet Quitting (QQ) dotyczące nastawienia do pracy. Zjawisko jest swego rodzaju trendem, który za sprawą mediów społecznościowych zyskał dużą popularność, zwłaszcza wśród osób z pokolenia Z ze względu na ich stosunkowo dużą aktywność w świecie wirtualnym. QQ dotyczy wyrzeczenia się tzw. kultu pracy oraz wykonywania swoich obowiązków służbowych na poziomie absolutnego minimum w celu zachowania work-life balance, a także uniknięcia wypalenia zawodowego. Celem niniejszego artykułu jest przedstawienie nastawienia do pracy osób z pokolenia Z pod kątem występowania w nim tendencji charakterystycznych dla zjawiska QQ, a także określenie kluczowych dla tej grupy aspektów pracy, które motywują ich do wykonywania obowiązków zawodowych. Można założyć, że wśród pracowników pokolenia Z zachowania charakterystyczne dla zjawiska QQ występują w większym stopniu niż wśród ogółu polskich pracowników, ponieważ to oni, za pomocą mediów społecznościowych, w największej ilości wpłynęli na rozprzestrzenienie się tego trendu, zatem można zadać pytanie: czy pracownicy pokolenia Z podchodzą do pracy zgodnie z założeniami QQ? Wyniki pokazały, że podejście do pracy osób z pokolenia Z nie pokrywa się z założeniami zjawiska QQ. Pracownicy pokolenia Z dążą do zachowania balansu pomiędzy pracą a życiem prywatnym, jednak w dalszym ciągu angażują się w obowiązki zawodowe, a praca jest dla nich istotnym elementem życia. W życiu zawodowym cenią sobie przede wszystkim dobrą atmosferę i integrację z zespołem, co też stanowi najważniejszą składową ich motywacji do pracy.
3
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Harnessing AI for business transformation: strategies for effective implementation and market advantage

45%
Kubiczek J., Roszko-Wójtowicz E., Koczy J., Waszkiewicz I., Woś K.
Statistics in Transition new series
|
2025
|
vol. 26
|
issue 2
199-213
EN
The rapid digitalization of consumer behavior presents businesses with unprecedented opportunities and challenges. Artificial Intelligence (AI) has emerged as a key driver of efficiency, enabling companies to analyze vast amounts of consumer data, personalize experiences and enhance decision-making processes. The paper aims to examine how AI-driven tools contribute to business transformation, focusing on their impact on operational efficiency, customer engagement and market competitiveness. The research employs a multi-method approach, including literature reviews, secondary data analysis and case studies of AI implementation in enterprises operating on the Polish market. Findings highlight the dual nature of AI adoption: while it enhances productivity, accuracy and sustainability, businesses must also navigate the risks related to data security, compliance and financial feasibility. The study underscores the importance of dynamic capabilities in leveraging AI for strategic growth while mitigating the associated challenges. The results contribute to the discourse on AI's role in shaping modern e-commerce, offering practical insights for companies seeking to integrate AI-driven solutions effectively.
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