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The expansion of the dialogue and individual customer values due to active development of digital communication, which is related to innovation of digital communication and its integration into all areas of marketing communication, requires examination of emotions and emotional responses in the "business - online community - customer" communication process. Globalization but also the development of digital technologies have led to the integration of traditional and digital presentation of business entities into a unified whole, contributing to the emergence of the currently popular phenomenon of the groundswell. The presence of new forms of social interaction, particularly in the realm of social media, supports the creation and dissemination of so-called community communication about businesses and their products, often without their knowledge. As a result of this phenomenon and the possibility of quickly obtaining information and comparing companies across various online channels, there is a change in consumer behaviour. The groundswell defines a new trend in communication between organizations and unofficial institutions (fans, customers, consumers), which has a significant impact on business in any industry. The popularity of environmental issues, negative news about global warming, and the occurrence of increasingly frequent earthquakes and stormy tornadoes, force consumers to become educated in the environmental field. However, the spread of hoaxes and false information about eco-products can be a problem. Social media users become victims of community opinion, and their belief in the need for eco-friendly behaviour in the purchasing process often has a decreasing tendency. Uncoordinated management of the groundswell indicates a societal issue, which is why the authors of the research article aimed to investigate and systematically describe the impact of groundswell activities on previously environmentally conscious customers, as well as on customers who were unaware of eco-products. In their scientific study, the authors present the findings of theoretical research aimed at ecological brands, products and users who have been exposed to the effect of groundswell as well as the potential of neuromarketing usage in the given field. The authors also provide general recommendations for ecologically oriented brands in the field of managing groundswell communication. [ABSTRACT FROM AUTHOR]

The paper focuses on changes in online marketing communication, which occur as a result of the interaction of the so-called "groundswell". The groundswell can be described as a significant factor that has a huge impact on marketing communications but also on the market environment as such. The term groundswell refers to all people who influence business entities and marketing communication through various activities. In this paper we deal with aspects of the interaction of the groundswell with the subject and with the help of content analysis we evaluate whether these are favorable or unfavorable changes. At present, business entities focus on interactive communication with the customer. Entities actively seek customer feedback on and satisfaction with their products. Thus, building long-term stable relationships becomes one of the business goals. However, sometimes the subject's views may conflict with the customer. The paper focuses on the ways in which the groundswell can affect the subject and in the context of the findings points to the possibilities of improving the subject's communication with the groundswell. The empirical part of the paper focuses on a comprehensive content analysis of selected campaigns, while the researched factors are the actors of the groundswell and the business entity. Based on the analysis of selected case studies, we speak of the groundswell as an important factor that can cause the activity to make the campaign viral. We also focus on the response of the subject, which can be an incentive to expand the groundswell network degrading the brand. We also address the question of whether the digital customer can influence and indicate changes in the marketing communication of entities. The aim of the paper is to point out the advantages of the subject's cooperation with the groundswell. [ABSTRACT FROM AUTHOR]

The groundswell is a phenomenon of the last decade. Since the emergence of social media, the power of consumers and potential customers has also been transformed thanks to digital development. It is important to monitor not only the activities in the offline environment, but also the activity of the online environment. Because it is the groundswell that can affect a business entity to some extent. One of the elements that is quantitatively measurable within the groundswell is sentiment. Each post in the discussion may have some sentiment. If we correctly analyze the given discussion within the sentiment, we can conclude by explaining how the groundswell reacts and whether the groundswell has a positive or negative effect on the business entity. It is also important for simple perception and data reading to visualize sentiment. The aim of the paper is to clarify the possibilities of data visualization and to analyze practical examples of tools for sentiment analysis and visualization. Thanks to the clarification, a closer examination of the groundswell will be possible. [ABSTRACT FROM AUTHOR]

The coronavirus has triggered the crisis affecting not only Slovakia, but also the whole world as well as almost all undertakings operating in the market economy. The tourism industry, especially the airlines, is the worst-hit segment. Whereas e-shops profited from the crisis, the airlines segment was stagnating. The main objective of the authors is to clarify to what extent e-shops were reinforcing their position and what the airlines were communicating to their customers through social media during the most critical months. The authors use quantitative methods to interpret the results of the research and define consumer behaviour during the pandemic, e.g. company financial statements, as well as qualitative methods such as social media analyses, etc. Their subsequent findings will help specify the state of e-shopping during the pandemic in the light of the sale of airline tickets and company communication policies in the context of the coronavirus crisis. [ABSTRACT FROM AUTHOR]

Absence of waste sorting and plastic waste recycling belongs amongst the most serious environmental problems with a considerable adverse effect on the whole society. In the present paper, the authors emphasise a need for change in consumer behaviour as a result of the implemented marketing communication from the part of businesses in the online environment. They mainly focused on the application of innovative forms of promotion of ecological products through social media in order to enhance awareness of eco-innovations in both the general and expert public. Simultaneously, they draw attention to a growing demand for eco-friendly products, which enables businesses to reevaluate the effectivity of formerly applied marketing strategies. Globalisation efforts of nowadays have made bio-degradable plastic products a real necessity. First social networking websites are considered a unique tool by means of which the topic of environmental protection could be presented to the young. Ensuring a certain level of environmental awareness in a practical life may be accomplished by endorsement from so-called influencers. By publishing high-quality and educative content, these can popularise various corporate social responsibility projects which could possibly have a positive impact on future generations in the field of environmental activism, community activities and motivation in problem-solving linked to creation of healthy environment. Thanks to the power of social media we are able to „consume“ not only visually attractive content, but also share freely our own interesting and reliable information with our friends and relatives. In the paper, the authors present partial outcomes of the primary marketing research to have been implemented on the specific sample of respondents representing businesses operating within Slovakia and thus define particular tools of social networking websites and their role in promotion of eco-innovations. Unless producers of goods and providers of services pay enough attention to environmental protection, we cannot expect any change in thinking of their employees or business partners and eventually of all prospective customers. Existence of various forms of social networking websites provides an opportunity how to responsibly form a public opinion in the long term and increase interest in environmental and ecological education. [ABSTRACT FROM AUTHOR]

The persistent critical state of the environment in the areas of excessive pollution represents a global problem that needs to be urgently addressed not only by representatives of the state administration bodies of individual European Union member states but also by private sector representatives. When we talk about waste and the pollution of natural resources such as water, soil or the air, it usually leads to the disruption of the biodiversity of the environment and, in the long run, increases the threat to the quality of life on Earth. The key roles of environmental policy should therefore include a commitment to environmental sustainability, preservation of biodiversity and the ecological stability of the landscape, especially for future generations. In the submitted scientific contribution the authors address the need for the necessary transformation of social values regulating the behaviour and actions of market entities in order to protect the environment. They further analyse selected innovative digital marketing communication tools applied to introduce ecoinnovations in the operations of Slovak business entities. In the scientific section, the authors also present the partial results of conducted quantitative marketing research about which business entities operating in the Slovak business environment were questioned in order to assess the extent of the use of SoLoMo marketing tools in presenting ecoinnovations. The SoLoMo marketing concept combines three highly topical trends − social media, geolocation services and mobile devices into one unit. It can be referred to as a convergence of technologies that are based on collaboration and localization, connecting digital and mobile marketing with the offline world, bringing personalized messages at the right time and in the right place. The concept creates a connection between a company and its market, facilitating the creation of a better customer experience. The main aim of environmentally oriented marketing communication is, among other things, to maximize the quality of life and thus to carry out marketing activities that are part of a company's responsible approach to entrepreneurial activity and at the same time provide an opportunity for business growth. [ABSTRACT FROM AUTHOR]

Today, we can undeniably claim that climate change arises, environmental degradation is progressing, but also persists low awareness and environmental enlightenment of people. Leaders of nations often fail to raise awareness, climate change and the threat to our planet is often an underestimated topic in global discourse. Technological development and modern technologies, implementation of eco-innovations in all activities of people but also enterprises, or use of pure natural energy instead of burning fossil fuels represent a certain chance for change for the better. In the present scientific contribution, we present a short theoretical overview of notions such as eco-innovation and SoLoMo marketing concept, which could significantly help in the education in the offline environment through the virtual world. A concrete example of its use can be found in the second chapter of this contribution -- it is the electronic registration system Elwis for improving conditions in waste management of Slovak municipalities. At the end of the contribution, we point out selected results of the conducted quantitative marketing research on a sample of 300 questioned Slovak business entities. Specific mathematical-statistical methods were used to interpret the results. The main aim of the research was to determine the degree of utilization of tools of the SoLoMo marketing concept in the Slovak business environment in the presentation of eco-products and eco-innovations. [ABSTRACT FROM AUTHOR]

The problem of environmental protection is explored in a virtual environment that connects people from all over the world in order to share knowledge gained from practice and to create the main principles that help to improve environmental conditions. One of the platforms for virtual environments is the virtual world Second Life, where eco-community called Etopia was built, focused on eco-innovation and environmental protection in the world. It focuses on the real issues and the organizations that deal with the primary issues in the world have its micro-office there. The contribution describes individual aspects of the virtual community and their contribution to real life. The aim of the contribution is to analyze the individual islands found in the community and their contribution to the eco-village users to visit with regard to eco-innovation and to improve the environment. [ABSTRACT FROM AUTHOR]

The presented scientific contribution focuses on the use of online and offline communication tools in presenting environmental products in specific Slovak business entities operating in selected industries - wood industry, energetics, clothing and textile industry and food processing industry. The authors present in their contribution partial results of their own research focusing on the use of online and offline tools of marketing communication within the eco-innovation processes of Slovak business entities. At the same time, they focus on the way the businesses implement their communication strategy into internal as well as external business environment in relation to supporting the introduction of eco-innovations in Slovakia. The submitted contribution consists of two main parts - in the first part, authors determine the notion of eco-innovation, eco-innovation performance, green marketing and its tools within the online and offline environment used to raise awareness of eco-products. The second part of the contribution presents the partial results of a quantitative marketing study conducted in Slovakia. [ABSTRACT FROM AUTHOR]

The aim of the paper is to characterize six selected enterprises and to analyse in particular the use of marketing communication tools in online and offiline environment. The paper describes the use of online and offiline communication tools for presenting of environmental products in specific enterprises operating in the energy sector, and it devises and recommends specific newer (trendy) communication tools. These proposals focus primarily on the online environment. [ABSTRACT FROM AUTHOR]

At present lots of companies are following eco-innovation trends, which seem to remedy the unfavourable situation in all fields of business. However, they have to be supported by proper marketing communication in order to show customer the way, enhance their eco-awareness and help them select those products that respect the sustainable development philosophy. Suitable media presentation of these products is a key to success. Through media presentation a business announces its customers it is offering the products satisfying their needs and meeting a quality attribute. The paper presents the outcomes of three types of the research we carried out in the framework of the VEGA project named "Phygital concept and its use in sustainable integrated environmental management of business". [ABSTRACT FROM AUTHOR]

Innovative solutions are considered to bring about positive changes to businesses, mainly when it comes to those solutions improving production processes, reducing environmental impact or communicating corporate social responsibility. Eco-innovations seems to be a key to an unfavourable situation in all fields of business. However, they have to be supported by appropriate marketing communication targeting consumers in a right way, enhancing their ecological awareness and motivating them to purchase eco-friendly products. The paper deals with the topic of eco-innovations and their promotion by way of marketing communication tools. Attention will also be paid to impact of eco-innovations on regional development. The paper also points to the results of two survey carried out in the segment of small and medium-sized enterprises (SMEs) in the Slovak business environment. [ABSTRACT FROM AUTHOR]

The issue of protection of the environment as a result of own environmentally unfriendly activities requires our attention. Eco-innovative solutions generate positive contribution by improving businesses' production processes, decreasing environmental impact and simultaneously communicating social responsibility along with adequate education. The communication and innovation environment is known for its dynamicity. Such is currently represented by on-line communication channels and new attitudes to information collected thanks to various digital technologies. The paper deals with using marketing communication in the business's eco-innovation activities with emphasis on digital marketing while presenting the results of the research carried out in small and mediumsized enterprises operating in the Slovak business environment. [ABSTRACT FROM AUTHOR]

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]