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Št. zadetkov: 2
Adoption of collaborative consumption as sustainable social innovation
Agnieszka Małecka, Maciej Mitręga, Barbara Mróz-Gorgoń, Gregor Pfajfar
Izvirni znanstveni članek
Oznake: srednja in vzhodna Evropa;potrošniška družba;inovacije;Central and Eastern Europe;consumer society;innovations;
This study focuses on consumer cognitive factors as drivers of collaborative consumption (CC). It enriches the understanding of these drivers, in particular by conceptualizing CC as a social innovation that is adopted by consumers mainly due to their pro-social thinking with regard to the process an ...
Leto: 2022 Vir: Ekonomska fakulteta (UL EF)
Reconfiguring marketing communication in the age of AI
Barbara Mróz-Gorgoń, Agnieszka Małecka, Marcin Czugan, Gregor Pfajfar
Izvirni znanstveni članek
Oznake: trženje;umetna inteligenca;digitalna preobrazba;blagovne znamke;mednarodne primerjave;marketing;artificial intelligence;digital transformation;brands;international comparisons;
Purpose - This research examines the impact of Artificial Intelligence (AI) on marketing communications strategies and processes, a gap within the empirical knowledge. Design/methodology/approach - Using a multi-case study methodology based on three leading global companies: a beverage company that ...
Leto: 2026 Vir: Ekonomska fakulteta (UL EF)
Št. zadetkov: 2
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