Search

In a pandemic, there are no egalitarians because all citizens cannot treat equally, and a failure to consider ethical concerns before taking action led to a massive and preventable loss of life. As a result of the pandemic, there is a strong ethical or moral imperative to consider how to help the most generous people usage healthy products. Utilitarianism and Kantian have become popular ethical theories that state the right actions that layout clear and actionable principles. This paper reviews (1) how Utilitarianism and Kantianism theories could produce benefit arguments on ethical purchases of cosmetic products from an advertising context, (2) how these theories contributed in the context of COVID-19 to help reduce any harmful health issues via advertising, and (3) Utilitarianism and Kantian theories have proven useful during the COVID-19 pandemic, according to case studies of cosmetics products and advertising in Western and Asian contexts. In addition to these two ethical theories, this paper discussed other issues. The purpose is not to argue which theory is the only relevant ethical theory but to contend with pure utilitarianism. Kantian's finding was similar to the topic argument in other ways. However, both theories reviewed as the most effective way to help societies identify and perceive the necessary costs of goods values. Before adopting utilitarian or Kantian theories, the community must clearly understand these two theories' merit values in product advertising. In such a crisis, ethical theories practices should implement in all areas because ethical challenges would determine whether or not advertisers around the world adhered to ethical standards in devising new and innovative marketing strategies, practices, or tactics for the transition to this new norm. [ABSTRACT FROM AUTHOR]

This paper summarizes the arguments and counterarguments within the scientific discussion on the issue of tools boosting marketing, management, and innovations via digital platforms, such as internal websites of the top Czech luxury fashion businesses in the COVID-19 era. The main purpose of the research is to perform a case study about how these websites address COVID-19, innovations, sustainability, and corporate social responsibility. Systematization of the scientific sources and approaches for solving the problem indicated that the COVID-19 pandemic has heavily impacted industries that are dispensable and, at the same time, costly. The relevance of this scientific problem's decision matters theory and practice since the COVID-19 crisis is rather a negative challenge than a positive opportunity for businesses, which often ends up paying the ultimate price – falling into bankruptcy. A battery of employed methodological tools includes a simplified Delphi method with data processing by a panel of experts, the meta-analysis and content analysis, and teleological interpretations instruments. The research object is the Summer 2021 version of the internal websites of the top 20 Czech luxury fashion businesses based on their pre-COVID-19 turnover in 2018. The paper presents an empirical analysis based on this case study and juxtaposes it to prior academic findings. The research empirically confirmed and theoretically proved the underplayed potential of the websites of luxury fashion businesses. The research results could be helpful for theory adjustments and have practical implications and offer recommendations for businesses. They lead to propositions about the internal perspective and digital readiness to inform about it and a general attitude to the marketing, management, and innovations during crises. [ABSTRACT FROM AUTHOR]

The paper summarizes the arguments and counterarguments within the scientific discussion on the impact of the COVID-19 pandemic on marketing. The main purpose of the research is to analyze how COVID-19 has affected the critical messaging strategies in the Saudi food industry. Systematization of scientific background on the investigated issue indicated that pandemics and epidemics significantly impact business processes, including marketing activities. The motivation behind this study is derived from several observations on how companies have adapted their business goals to contribute to tackling the impact of COVID-19. With changes in consumers' behavior, companies had to readjust their strategies to address the anticipated short- and long-term changes in market dynamics. The research aims to reveal trends in marketing communication in the pre-COVID-19 and post-COVID-19 eras. Therefore, the process of investigation of the topic in the paper is carried out using quantitative approaches. The article specifically focuses on the objectives such as 1) establishing how Shawarmer SA, Maestro Pizza, and Hungerstation interacted with their customer before and after the onset of the COVID-19 pandemic; 2) uncovering changes in social media messaging strategies used by Shawarmer SA, Maestro Pizza, and Hungerstation. Specifically, online survey on three major companies in Saudi Arabia, Shawarmer SA, Maestro Pizza, and Hungerstation. The paper presents the results of an empirical analysis of data from each of the above company's Twitter pages, which showed that the COVID-19 pandemic has significantly changed how companies interact with their customers. Therefore, the author sought to identify the appropriate strategies adopted by the three major players in the Saudi food industry, Maestro Pizza, Hunger Station, and Shawarmer, to interact with customers. The research empirically confirmed and theoretically proved that messaging is a crucial aspect of marketing. The results of the study can be helpful in the development of customer-oriented marketing strategies. [ABSTRACT FROM AUTHOR]

The paper deals with the talent management issue as one of the effective human resource management practices during the global pandemic caused by COVID-19 and points to the main challenges and priorities in the research area. Talent management has undergone a dynamic development in recent years. It has recently become a frequently discussed concept among business and academics alike and one of the priorities of the modern management of all companies. The paper also presents the results of research carried out on a sample of 137 human resources managers. Respondents who participated in the questionnaire survey are human resources managers in companies operating in the Slovak Republic at national and international markets. Data were collected using the online questionnaire. For the research, two research hypotheses were established. The hypotheses aimed to determine whether there are statistically significant relationships between the scale of talent recruitment and selection process over the past year; the change in the management and organizational style of the company during the COVID-19 pandemic; the existence of the statistically significant relationship between the budget allocated to talent management and headhunting practices over the last year. The hypotheses were verified using correlation analysis and the methods of inductive statistics. Testing the statistically significant relationships verified hypothesis H1. It confirmed the existence of statistically significant relationships between the scale of the talent recruitment and selection process over the past year and the change in management and organization of the company during the COVID-19 pandemic. The hypothesis H2 was rejected. It stated the absence of statistically significant relationships between the budget for talent management in the organization during the COVID-19 pandemic and the competition for qualified talent for the last year. The questionnaire survey results pointed how human resources managers in companies operating in the Slovak Republic perceive the situation associated with the current COVID-19 pandemic. The findings identified the pandemic impact on talent management and how human resources managers see human resource management's future and priorities. [ABSTRACT FROM AUTHOR]

The outbreak of the COVID-19 global pandemic has strongly affected different issues of everyday life. The pandemic has changed consumer attitudes and behavior. Consequently, during COVID-19, businesses had to decide how to organize the advertising campaigns and what content should be addressed to consumers. Considering the limited number of articles concerning these issues, it seems important to evaluate the impact of the global health crisis on advertising messages in different countries. The main objective of this paper is to assess TV commercial campaigns implemented during the COVID-19 pandemic, including the specific epidemic situation in the selected countries. The research methodology was based on the observation, a qualitative method of collecting data obtained through monitoring the content of TV commercials aired during the afternoon, before or after the main news service. The research was conducted in May 2020 and in May 2021 in five selected European countries affected to varying degrees by the coronavirus pandemic. The research results allowed evaluation of the advertising messages in terms of their content and values exposed. The findings indicate that the number of COVID-related TV commercials is not correlated with the number of patients and deaths from COVID-19. The themes appearing the most often in the TV commercials in the studied period were the #StayAtHome idea, family and friends, the aspect of safety during the crisis, and brands' special offers. The tone of the advertisements was usually uplifting and hopeful, trying to cheer the stressed societies. From a theoretical perspective, the research results show the advertising strategy issues in specific conditions in different European countries. These findings concerning TV commercial strategy during a pandemic crisis could provide references for other countries, especially in Europe. The research results could be useful for marketing managers in developing strategies concerning the successful planning of TV commercials in crisis periods in European countries. [ABSTRACT FROM AUTHOR]

The scientific paper aims to examine the influence of marketing communication tools on the innovation of small and medium-sized enterprises increasing in the Slovak Republic. Nowadays the most companies struggle with business revenue due to the pandemic situation of COVID-19 disease. Many business processes moved to the online area, especially daily workers cooperation, communication with customers, sales support, and almost all types of marketing activities. Experience has shown that the key to success in business is the adequate setup of the communication tools. This issue is important not only in the company, but it took a crucial role in the communication with customers. Customers had to adapt to the new COVID-19 situation that dramatically changed their shopping habits. The survey responses were divided into two basic groups focused on traditional marketing and modern (online) tools. The research rests on data from the interviews with 825 managers or owners of small and medium-sized enterprises of the Slovak Republic. Data were examined using descriptive and regression analysis. The presented results showed that traditional and modern tools of marketing communication impacted increasing the innovation of companies. Besides, the impact of business internationalization on increasing business innovation has been demonstrated. The results were supplemented using various modern marketing tools. For evaluating these results, the method of calculation of constructed surface polygons was used. The findings showed that modern marketing communication tools were better for innovative companies than for non-innovative ones. This difference is up to 14.7%. Moreover, the findings showed many possibilities for improving modern marketing communication tools such as artificial intelligence in online communication through mobile marketing applications, analytical tools, or chatbots. [ABSTRACT FROM AUTHOR]

The main goal of this paper is to research differences that start to change consumer behavior in the digital era since the advent of COVID 19. The events associated with the pandemic that led to increased social distance and complete lockdown undoubtedly affect not only the economic situation territories and countries in general, but also on the behavior of each individual. The situation that has arisen has forced more and more consumers to meet their needs with the help of digital tools, and this process has some special characteristics. The article shows the results of analytical and comparative analysis of the changes in consumer behavior in the digital space since the onset of the pandemic. It was researched trends change consumer demand in the study categories via Google Trends. The practical study was conducted on the basis of the analysis of changes in consumer behavior and their preferences in the direction of recreation and tourism, where the data of a sociological survey of Azerbaijani citizens to study the potential impact of COVID-19 on the tourism industry was used. The survey was conducted on April 13-21, 2020 by a team of researchers from the University of Northampton (UK), the National Institute of Geophysics, Geodesy and Geography -- Bulgarian Academy of Sciences, University of National and World Economy (Bulgaria). According to the results of the study, conclusions were drawn that give new challenges to the development of marketing in the digital environment, namely: digital tools have had rapid unpredictable development since the COVID-19 pandemic, and remain as high level in demand after easing restrictive measures; entrepreneurship was not ready for such quick transformation; after the first interactions in digital space, the consumer has a stable experience of interaction with specific brands, but they disappoint the expectations of consumers in a personalized contact. Based on the conclusions, an algorithm for building relationships with consumers and increasing their level of loyalty in the digital environment is proposed. The results of this study could be used in the implementation of marketing goals of representatives of different levels of business structures, governments. [ABSTRACT FROM AUTHOR]