Olsztyn Economic Journal

Economic Relations in Times of Geopolitical Uncertainty – Poland and Ukraine

Izabela Zabielska, Gabriela Brudniak — Sat, 30 Dec 2023 00:00:00 +0000

The main objective of the study is to identify the state of economic relations between Poland and Ukraine since the early 1990s, taking into account mutual trade (also within the framework of the LBT) and Poland’s investment involvement in Ukraine. The study uses a statistical-descriptive method. Based on the analyses, it is concluded that the potential of bilateral economic relations has not been fully exploited so far. Although trade has been developing over the years, it has encountered certain difficulties. The difficult economic situation in Ukraine has become crucial. In light of this conclusion and the currently uncertain geopolitical situation, the realisation of Polish Ukrainian economic cooperation, including trade, in the coming years appears to be closely linked to the reconstruction of Ukraine’s infrastructure.

Effects of Marketing Communication of a Small Service Company on Instagram

Adam Rudzewicz — Sat, 30 Dec 2023 00:00:00 +0000

A social media platform such as Instagram plays an important role in online marketing, enabling businesses to reach a wide audience. Academics and practitioners have long acknowledged the importance of proper marketing communication in creating long-term bonds between existing and new customers. However, the importance of promotional techniques used in the beauty industry on the Instagram platform as a tool to increase customer engagement remains under-explored, as addressed in this study. The aim of the research was to identify the promotional techniques that most increased customer engagement rates on the social media platform Instagram. The research used a case study method for a small service company operating in the beauty industry. In the analytical process, the data source was statistics describing the effects of the beauty salon’s marketing activities on the social media platform Instagram. The results of the study showed that the key element of marketing communication is sharing posts presenting the result of the work, i.e. the results of beauty treatments presented in the photos of clients, and organising competition posts that engage both existing observers and arouse the interest of new users. Sponsored posts, on the other hand, are particularly important for reaching new potential customers.

GDP Impact on the Digital Economy in European Union Countries

Roman Machuga — Sat, 30 Dec 2023 00:00:00 +0000

This article explores issues relating to the development of the digital economy in the countries of the European Union. Its aim is to assess the impact of a country’s GDP on its DESI index. In this study, the research problem involves finding answers to the following questions: 1) Why does the development of the digital economy in different EU countries show such a substantial variation? 2) Which DESI index indicators have the greatest impact on its final score? 3) Does the overall development of the domestic economy have an impact on the development of its information society? The research conducted with these goals in mind warrants the conclusion that the pace of development of the digital economy in the less developed EU countries is higher than in the leader countries. Furthermore, it has been found that the indicators within the “4 Digital public services” and “1 Human capital” dimensions have the greatest impact on the DESI index. The direct influence of GDP per capita on the DESI index has been demonstrated experimentally. In contrast, the assumption that the growth rate of GDP and the share of the ICT sector in GDP correlates with the development of the digital economy and information society has not been confirmed.

Impulsive Behaviour of Customers in Large-Format Grocery Shops in Poland – a Case Study

Paweł Merło — Sat, 30 Dec 2023 00:00:00 +0000

The growing wealth of the Polish population noted in the recent years has led to a significant change in the behaviour of Poles as consumers. Increasingly often, the type and volume of purchases are dictated not only by real and objective reasons but also by impulse buying. In consequence, any retail outlet frequented by consumers to make purchases is no longer a place where thoroughly planned purchases are made, but a site where consumer needs are created by marketing activities. They are therefore a significant instrument of creating some influence on the consumer at the point of sale and multiplying the entrepreneur’s revenue, which is particularly important in large retail grocery shops, where an average Pole buys most groceries. The study showed that the most significant determinants of impulse buying are the age and sex of consumers. Young people display quite a high level of impulse consumption. Because of their age, they do not attach much importance to planning expenses, which frequently leads to irrational spending. Impulse purchases are more often made by women, who most often do grocery shopping. Women also spend more time in shops than men do. As a result, they are more exposed to merchandising activities carried out in retail outlets. It has been noticed that the atmosphere in a shop and the consumer’s mood while shopping have a significant impact on how much the consumer will buy. The amounts of products bought tend to increase when the consumer’s mood is extreme (very good / very bad). It was alsoobserved that a higher level of unplanned and impulse purchases is achieved by households with higher income, which in general allows them to buy more. The volume of unplanned and impulse purchases is distinctly higher in supermarkets and hypermarkets, which implicates much greater opportunities to use marketing strategies stimulating this type of purchases in such large shops than in small local shops.