Agnieszka Izabela Baruk

Social media are a dynamically developing environment of activity for many people, especially those from the youngest generations. The aim of the study discussed in the article is the attempt to identify the relationship between the gender and the specificity of social media activity of adult representatives of generation Z in Poland. The adopted research approach draws upon the Stimulus-Organism-Response theory. The primary data were collected by means of a survey carried out in 2024, and then subjected to a quantitative analysis performed by means of the method of comparative analysis, Pearson’s chi-square test of independence and Cramer's V contingency coefficient analysis. The study demonstrates that there are statistically significant correlations between the respondents’ gender and four of the six analysed variables, i.e. the social media platform most frequently used by respondents (relatively the strongest correlation), the average number of hours devoted daily to social media, the main objectives of using them, and incentives that encourage users to share their opinions with companies on their social media profiles.

Purpose: The aim of this study is to determine final purchasers’ preferred environment of cooperation with offerors. The study also sought to determine the significance of this environment in relation to (1) advantages perceived in online and offline environments as places for this cooperation and (2) the type of services final purchasers would like to co-create. Methodology: The results of the world literature review indicate cognitive and research gaps in the aspects mentioned. To reduce these gaps, empirical studies were carried out. The data were subjected to quantitative analysis using statistical analysis and statistical testing. Findings: The results indicated that most respondents preferred a parallel use of online and offline environments for cooperation with offerors. The preferred environment of cooperation was a feature differentiating, in a statistically significant way, each of the analysed advantages of online and offline environments as places of cooperation with offerors. The preferred environment of cooperation differentiated only responses relating to cultural services. Originality: The approach presented is original. Final purchasers’ preferences concerning the environment of cooperation with offerors have been studied for the first time in the proposed context.

Purpose: The aim of the article is identifying the hierarchy of products that final purchasers are ready to co-create with offerors and defining the place that food products occupy in this hierarchy in the context of the preferred environment for cooperation.Design/methodology/approach: Striving to fill the cognitive and research gap identified during the analysis of the world literature was the basis for the survey, which included 1,196 representatives of adult final purchasers in Poland. The primary data collected were subjected to statistical analysis using the following methods: average grade analysis, comparative analysis, exploratory factor analysis and the Kruskal–Wallis (KW) test.Findings: This study found that the respondents would like to co-create food products which ranked third among the analyzed groups of products with offerors. Most respondents preferred the parallel use of the online and offline environments as places of cooperation with offerors. Among the total of respondents and the respondents who preferred the internet as an environment for cooperation, a group of people willing to participate in the creation of food products was identified. In both cases, these groups were characterized by the fact that their members were not ready to co-create other groups of products at the same time. Food products were one of the two groups of products for which the preferred environment for cooperation turned out to be a statistically significant feature differentiating the responses regarding what products the respondents would like to co-create with offerors.Originality/value: The scope and the approach proposed in this article testify to its originality. So far, the preferences of final purchasers regarding (1) product groups, including food, that they would like to co-create with offerors and (2) the environment for cooperation with offerors have not been studied. Ipso facto, the significance of this environment for preferences related to products that purchasers would be ready to co-create has not been investigated. Conclusions drawn on the basis of the results of the research constitute a valuable contribution to the theory of marketing and the theory of behavior, related especially to the joint creation of food products. The results are characterized by high application value, making it easier for offerors to take actions better suited to the preferences of active final purchasers.

Celem artykułu było zidentyfikowanie hierarchii korzyści osiąganych przez nabywców finalnych dzięki współdziałaniu z oferentami oraz określenie znaczenia preferowanego kraju ich pochodzenia dla tej hierarchii. Na podstawie wyników przeglądu literatury stwierdzono istnienie luki poznawczej i luki badawczej w tym zakresie. Dążąc do wypełnienia odkrytych luk, sformułowano trzy hipotezy badawcze. Ich sprawdzenie wymagało przeprowadzenia badań empirycznych. Miały one charakter ogólnopolski. Objęto nimi 1196 pełnoletnich reprezentantów polskich nabywców finalnych. Zebrane dane pierwotne poddano analizie ilościowej. Jej wyniki pozwoliły na sformułowanie m.in. następujących wniosków: 1/ dla respondentów największe znaczenie miały korzyści prowadzące do zwiększenia ich potencjału intelektualnego oraz relacyjnego, jak również możliwość uzyskania oferty lepiej odpowiadającej oczekiwaniom; 2/ dla większości respondentów kraj pochodzenia oferenta nie miał znaczenia, jeśli chodzi o gotowość do podejmowania wspólnych działań; 3/ znacznie większa część respondentów preferowała podejmowanie wspólnych działań wraz z oferentami z Polski niż z oferentami z innych krajów; 4/ istnieją zależności statystycznie istotne pomiędzy 8 z 13 analizowanych korzyści, a preferencjami związanymi z krajem pochodzenia oferenta. Wnioski te mają istotną wartość poznawczą i aplikacyjną.

The energy market currently faces exceptionally big challenges

The aim of this article is to identify the associations that young Polish recipients have with green energy, considering their self-assessment of the level of knowledge about green energy and the importance attributed to the energy sources they use on a daily basis. An analysis of the world literature on the subject indicates that there is a cognitive and research gap in the level of market awareness of individual recipients regarding green energy and its sources. This issue has been neglected even more among young people in the context of their associations with this type of energy. To eliminate these research gaps, five hypotheses were formulated. To this end, primary research was carried out using the survey method to collect data. The research covered 311 individual representatives of recipients in Poland aged between 18 and 24. The primary data collected was subjected to quantitative analysis, using specific tests and statistical analysis. Among other things, the following was discovered: (1) the dependence between the self-assessment of the level of knowledge about green energy and the importance attributed to the sources of energy used; (2) the dependence between the self-assessment of the level of knowledge about green energy and the associations with it (mainly negative ones); (3) the dependence between the importance assigned to the sources of energy used and the associations with green energy (mainly positive ones); and (4) that there were sets of recipients characterized by identical associations with green energy within the groups of people selected among the total respondents and among respondents assessing their level of knowledge as low or high, as well as among respondents attributing high or low importance to energy sources. The research results and the conclusions drawn have significant cognitive value and practical application.

The aim of this article is to identify the benefits perceived by individual recipients that are achieved by consumer energy suppliers on the market, through multilateral trade cooperation, and to define the structure of these benefits according to the declared readiness of recipients to cooperate with the suppliers. The results of the analysis of the available literature on the subject indicate that there is a cognitive and research gap in relation to the perceived benefits achieved by the suppliers through joint marketing activities. The benefits are not being analyzed; especially from the perspective of individual recipients’ readiness for this cooperation. This gap is noticeable not only in relation to the energy market, but also in other areas of the consumer market. In an effort to reduce the identified gap, an online survey was conducted among 1196 adult individual energy recipients in Poland. The primary data collected was subjected to quantitative analysis using the following research methods: average grade analysis, comparative analysis, and exploratory factor analysis. The Kruskal–Wallis test was also conducted. The results of the quantitative analysis indicate, inter alia, that the majority of the respondents declared their readiness to cooperate with energy suppliers on the preparation of marketing offers. This variable statistically significantly differentiated nine out of twelve analyzed benefits that, according to the respondents, suppliers obtain as a result of cooperation. This differentiation was not found only in the case of three benefits related to the cost-free acquisition of recipient potential. For all respondents, as well as for the respondents willing to cooperate with suppliers and for those who did not express such willingness, three sections were identified, including the respondents who saw the same benefits achieved by suppliers. The conclusions drawn on the basis of the analysis results constitute a significant contribution to the theory of marketing and the theory of market behavior of individual recipients in the energy market. They also bear clear application advantages, making it easier for energy suppliers to effectively initiate cooperation with individual recipients and/or strengthen this cooperation.

Purpose: The aim of the article is to identify the hierarchy of benefits achieved by final purchasers as a result of their cooperation with offerors, taking into account the environment and specifics of this cooperation. Design/methodology/approach: A cognitive-critical analysis of the world literature on the subject indicates that these issues have not been studied so far. Therefore, it can be concluded that there is a cognitive and research gap in this regard. In order to reduce the gap, six research hypotheses were formulated. Primary research was carried out to verify the hypotheses. It covered 1,196 adult representatives of final purchasers in Poland. The collected data was subjected to quantitative analysis, using, inter alia, average scores analysis, comparative analysis, Pearson’s chi-square independence test, and an analysis of the V-Cramer contingency coefficient value. Findings: The results allowed, among other things, the following conclusions to be drawn: (1) non-material benefits of cooperation with offerors were more valuable for the majority of respondents, (2) the majority of respondents believed that the online and offline environments should be used in parallel as a place of this cooperation, (3) the respondents were more likely to express positive opinions on offers and offerors than negative ones, (4) dependencies were identified between non-material benefits and the environment of cooperation in the case of four benefits (those related to enriching the marketing potential of purchasers and meeting their social expectations). Originality/value: The results obtained and conclusions drawn on their basis are characterised by high cognitive and readily application value, enriching the knowledge on purchaser behaviour and enabling offerors to take appropriate measures to encourage purchasers into cooperation.

The purpose of this article is to determine final purchasers’ needs satisfied due to cooperation with offerors and the dependencies between these needs and previous behaviors and attitudes toward this cooperation. The results of the world literature analysis indicate a cognitive and research gap regarding the aspects mentioned. In order to reduce the gap, empirical studies were conducted, in which an online questionnaire was used to gather primary data. The research was implemented in the second half of 2020 among 1150 respondents representing Polish adult final purchasers. The data were subjected to quantitative analysis using statistical analysis and statistical testing, including exploratory factor analysis, cluster analysis, Pearson chi-square independence test, V-Cramer contingency coefficient analysis, and Kruskal–Wallis test. The results of the statistical analysis made it possible to verify six research hypotheses. Dependencies were found between needs satisfied due to cooperation with offerors and the following aspects: (1) purchasers’ previous participation in cooperation with offerors, (2) purchasers’ willingness to cooperate with offerors, and (3) the assessment of contemporary purchasers’ readiness to cooperate with offerors. Willingness to cooperate with offerors differentiated all eleven needs satisfied due to cooperation with offerors analyzed in this study. Two other variables differentiated only a few of the needs analyzed. The results obtained from the research have a cognitive and applicability value. They contribute to theory of marketing and market behavior. They can also facilitate establishing and strengthening cooperation between offerors and final purchasers as important partners cooperating in the process of creating a marketing offer. This effect is very important in the case of shaping the cooperation between final purchasers and offerors of different products including energy ones. The originality of the approach proposed is evidenced by the fact it is the first time final purchasers’ needs that can be satisfied due to cooperation with offerors have been analyzed in the context of attitudes and behavior reflecting purchasers’ (1) previous participation in this cooperation, (2) willingness to cooperate with offerors, and (3) the assessment of contemporary final purchasers’ readiness to cooperate with offerors.