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Thanks to technological development as well as the widespread adoption of mobile devices, mobile applications have become an important marketing tool. Companies do business in a competitive environment full of digital technologies, strategies and methods that are aimed at increasing operational efficiency and strategic competitiveness as well as improving customer targeting. Thanks to the technologies available to the general masses, the possibilities for disseminating information and education have been expanded across various scientific disciplines and various fields of a commercial or non-commercial nature. The usual secondary effect of using mobile applications is spread of information. Knowing this, brands try to influence and educate customers about various topics and at the same time strengthen their position in the market, also through sustainability. The paper deals with the issue of mobile applications in the context of the groundswell, reviews in the field of sustainable fashion in particular. The paper provides theoretical background and, based on an analytical approach, seeks to confirm some previous research using variety of data, in particular user reviews and results of popularity evaluation of individual applications in the field of sustainable fashion (using statistical methods). The paper made use of data obtained from the Appbot application and the method of statistical regression. It has been confirmed that there is dependence between the sentiment of the reviews and the stars awarded. [ABSTRACT FROM AUTHOR]

The COVID-19 pandemic has caught humanity unprepared and often unable to continue business, living and working in conditions that are not ideal and are rather limiting. It interfered in the activities of entrepreneurs in any sector, but the impact in the activities of restaurants was enormous. Restaurants are a place where large populations meet in a way that many studies have pointed out and identified as potentially dangerous for the virus. Therefore, in many cases, especially in the Slovak Republic, restrictions have been applied to companies in this sector. This places increased demands on the marketing and innovation of these businesses and online communication, and the new way of working is becoming a key moment for the survival of businesses of this gastronomic establishments. In this article, we deal with a vegan restaurant focused on healthy eating and comparison of online marketing communication with the competition. We point out the changes caused by the pandemic and the innovation in the field of services and their communication in the online space and community building on social networks. [ABSTRACT FROM AUTHOR]

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Copyright of Marketing Identity is the property of University of SS. Cyril & Methodius in Trnava, Slovakia and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Green innovations are now very often inflected term. The company is aware of the necessity of their implementation, customers are calling for greener products, and companies are trying to implement environmentally friendly activities. Enterprises uphold the principles of environmentally suitable behavior, some of them are trying to use these approaches in production, others in most of their activities. Concept of innovation raises in many of us the idea of technological inventions that are the result of long efforts, activities and research work of scientists. However, innovation can be the result of operations of any enterprise, which was implemented in order to succeed in the market. These innovations can be oriented to products or business processes, or procedures, as well as marketing practices. The area of innovation is developed quite extensive, whether in Slovakia or abroad. The reason is the need for innovation in today's industry, and in all spheres of human activity, as well as customer requirements. The cooperation between enterprises of different industries is important in developing eco-innovations and may produce new, interesting and creative solutions. The partnership between companies from different industries allows access to new knowledge and its transmission creates fertile ground for innovation. Green innovations can take different forms; the main idea is, however, according to most authors, positive change for the environment. This change, whether in terms of products, processes or different business processes is now sorely needed. The paper deals with the innovation process and the implementation of innovative projects that focusing on eco-innovative products should meet certain criteria specific to green products. Whether it is the innovation of products, services or methods or processes, there is a need for the inclusion of specific requirements in the form of environmental benefits but implementation must be profitable for the companies to undertake this eco-innovation. Various approaches of eco-innovative projects can yield different results. The research carried out in Slovakia showed us a positive approach of Slovak SMEs to green innovations but the results show a relatively small percentage of the implementation of these innovations, despite many efforts. The reasons are mostly financial, personnel, legislative or resulting from the factors of the external environment that in Slovakia negatively affect businesses. Innovation as a stimulus of current economy and positive change in our society is that the economy needs, but conditions for SMEs are not appropriate and sufficient in order the innovative processes to be implemented in necessary and sufficient way. Another barrier in the development and implementation of innovations or green innovations is the lack of cooperation of subjects such as scientific and research institutions, universities with the business sector. Contribution seeks to outline possible solutions to these problems, which would strengthen the implementation success of eco-innovation processes in Slovakia. [ABSTRACT FROM AUTHOR]