Radovan Bačik

The objective of the research was to identify statistically significant differences in selected engagement indicators on Facebook – likes and shares in relation to the different types of content that brands on this platform add to. The analysis was performed on a sample of three global companies from the top 25 most valuable brands in the world and their posts. Using quantitative statistical methods – MANOVA (Multivariate analysis of variance) and Gammes-Howell post hoc test, a total of 1,280 brand posts were analyzed in order to differentiate the liking and sharing of content types. Data collection was carried out in the first half of 2018. The findings pointed to two statistically significant differences that were also interpreted in the discussion of the research. The findings have shown that in case of liking, in two cases out of three, there is a statistically significant difference in terms of the type of content added, when photos came out as those with the greatest potential to get like from Facebook users and fans. At the same time, the same finding appeared in the case of sharing, which is an even stronger form of engagement. Likewise, photos were shown to be the most promising in terms of potential content sharing by Facebook users and fans. The study provided some clues as to where this research should go further and explore the relationship more deeply in view of the more extensive quantitative research, and also the potential qualitative approach. The future research directions include analyzing companies of different types and sizes and also taking into account the contribution from other social networks with the same or similar engagement indicators.

This study is aimed at determining the effect of expected effort and social influence factors on expected performance when using internet banking. The study adapts the constructs and definitions from the UTAUT model in the context of the adaptation of online banking technology. With regard to the nature of the variables analyzed, the following statistical tests and methods were used: calculation of average values using descriptive statistics; multiple linear regression analysis – to interpret associations between quantitative variables. Banks, as well as users of these banking services in the online environment, are the subject of research. The survey sample consists of 454 men and women and reflects the profile of online consumers across different countries of the European Union. The results of this study show the impact of the social influence construct on the respondents’ behavior when using electronic banking. The expected effort factor in the study significantly affects the expected performance factor, which can be characterized by original research, which showed that the effect of perceived ease of use on behavioral intent and use is incompatible with the degree of system complexity.

Nowadays, when the Internet is a regular part of people’s life in competitive conditions, it is essential to emphasize user feelings about the products, especially in the context of web pages. The study aims to clarify the significance of selected Technology Acceptance Model elements concerning user behavior in the web area. The study applied an exploratory method using an anonymous questionnaire in electronic form (Likert scale). This study’s respondents were website users, visitors, or internet users within the EU. Adequacy of the research sample was measured using Cronbach’s alpha and Kaiser-Meyer-Olkin (226 respondents). This paper proposed factors that impact user behavior. The quality of the website content factor contains two other variables: the quality of information (QI-Q5) and its availability (AI-A3). The design quality factor is composed of four elements: appearance (AP1-AP5), website findability (F1-F4), website navigation (N1-N3), and website access and usability (AU1-AU4). In addition, the paper selected the perceived usefulness factor (USEF1), the factor of perceived ease of use (EOU1-EOU3), and the attitude to use the website (ATT1). This study calculated the values of the Pearson correlation coefficients and used the lower triangle method to obtain the resulting coefficient values. The analysis results show that the simplicity of use and page orientation does not affect the actual use of the website. The study’s outcome is a model that identifies the impact of individual factors on user behavior in the context of user experience.

Acknowledgment
This paper was supported by the Slovak Research and Development Agency under Contract no. APVV-21-0188. This paper was also supported by VEGA 1/0488/22.

The study aims to evaluate the impact of selected factors of viral campaigns on Millennials customers’ consumer behavior. This goal was achieved in two steps: in the first step, the authors determined the impact of selected attributes on purchasing behavior in general, and in the second step, they compared the impact of the selected research campaigns – the guerrilla campaign of the company 4KA and the viral campaign of the company ABSOLUT. The inputs to the analyses were obtained through answers from 360 respondents, which completed the questionnaire on a sample of Millennials customers generation (1975–2000) – social generation, which collaborate and cooperate, expect technology to simply work for adventure and passionate about values (Smith, Nichols, 2015). The survey part of the questionnaire consisted of 8 attributes (Novelty, Relevance, Aesthetics, Clarity, Humor, Emotion arousal, Surprise, Design, Purchase intention). Data were collected based on participants’ availability and their will to participate in the questionnaire and quota selection. The PLS PM method was used to assess the impact, and the bootstrap-based parametric method was used to assess the difference in the impact. One of the most important findings is that attributes such as Novelty, Relevance, Humor, and Surprise significantly affect purchasing behavior. Concerning the company 4KA, significant impacts were seen in Relevance and Surprise, and with the company ABSOLUT, significant impacts were seen in Relevance, Humor, and Surprise. When analyzing the difference in the impact, there were no significant differences between the campaigns.

Acknowledgment
This article is one of the partial outputs under the scientific research grant VEGA 1/0694/20, VEGA 1/0609/19.