Questing in city promotion on the example of the city of Częstochowa

Innovative marketing has given rise to practitioners’ and scholars’ attention in the 21st-century market. Given this, social media marketing has become the order of the day when accessing modern tools for marketing communication. However, the adoption of this innovation comes with its associated challenges, particularly, from a developing country perspective. Against this background, this study sought to examine the inhibitors characterized in the application of social media channels as an innovative tool for advertising and communication among SMEs (small and medium enterprises) in Ghana. For study results to be achieved, a quantitative research approach with a questionnaire of 650 was distributed among managerial staff of the fashion industry in the central part of Ghana of which 512 respondents were duly received and correctly filled for data processing and analysis. Results from the partial least square structural equation method (PLS-SEM), showed that despite the importance of innovation, lack of managerial skills/marketing expertise, perceived cost, regular systems/links upgrade, and financial constraints are significant inhibiting factors affecting the application of social media as advertising and communication tools among SMEs in developing economy. Interestingly, the findings further showed that ’company’s size’ as well as ’availability of social media channel/tool’ significantly control for the outcome variable (internet/social media) as a marketing communication tool.

Acknowledgment
This work is supported by Tomas Bata University in Zlin through; IGA/FaME/2019/002: The role of the institutional environment in fostering entrepreneurship, and further supported by IGA/FaME/2020/002 and IGA/FaME/2019/008. The authors are thankful to Prof. Jaroslav Belás, Prof. Boris Popesko, and Prof. Miloslava Chovancová for their guidance towards developing this manuscript.

Commercial banks have many options when selecting an advertising medium. Where should a bank put its money in order to obtain the highest return? Should this medium change based on the target audience? This paper examines a number of different mediums for bank advertising and analyzes by age and by gender the efficacy of each. The authors administered a survey to over three hundred participants of varying ages asking them if they have seen bank advertisements on television, social media or the internet, billboards, traditional print media, or heard bank advertising on the radio. The survey, then, asks, if so, did it leave a favorable or unfavorable impression. Finally, the participants are asked to rank the mediums in terms of most favored to least favored. The authors find that television is the most effective medium. It reaches the broadest audience and the message is received favorably the largest percent of the time. The results show differences by age groups that can be beneficial to banks that are attempting to increase brand awareness and capture greater market share from particular age groups. For example, social media advertising works better for communicating with the younger age groups than the older age groups, however, it is still neither as effective nor as positively received as television.

This study contributes to the literature by offering insights over the relationship between job satisfaction and work stress with employees’ motivation among travel agencies in India. The paper aims to determine the impact of job satisfaction and work stress on employees’ motivation level with a specific focus on the moderating impact of employees’ expertise and marital status in the context of travel agencies in Southern India. A survey was conducted over employees of travel agencies in Southern India by adopting scales from the extant studies, and data were analyzed using structural equation modeling through Smart PLS. The outcome of the study reveals that job satisfaction has a strong significant effect on employees’ motivation, unlike work stress and employees’ expertise has a partial significant moderating effect on the relationship between work stress and motivation. The study stressed much about the combined effects of the mediators. The present study has tested the new composite scale to measure the overall motivational level, unlike the previous studies. The survey was conducted between November 2019 and December 2019 and entails 164 respondents, the majority of the subjects are millennials between 18 and 35 years, with 43.3% having master’s degree, all were found to be pre-qualified for the investigation.