M39 - Marketing and Advertising: OtherReturn

With the rise of social networks, bullying has also developed in this space, where we talk about cyberbullying. This makes students much more exposed to bullying, as cyberbullying encroaches on their personal space through the online world. The current study explores how the role of parents can help mitigate the effects of cyberbullying on secondary school students. Primary data was collected through an online survey in the chosen secondary schools. In total, responses were obtained from 267 students who completed surveys measuring their participation in cyberbullying, including parents' roles when using the Internet. The results show that parental control and behaviour have a significant effect on mitigating cyberbullying perpetration. Additionally, a link was found between parental control, behaviour, and social media use behaviour. An interesting finding is that when there is parental control, children are much more often inclined to use social networks than when they are not so monitored. The results show that parental control for monitoring Internet content or apps has a negative effect on the social media use of the children monitored. They are much more likely to use social media to forget personal problems or use it so much that it has a negative impact on their studies. It has been found that when parents explain how to use the internet safely, children are very rarely able to limit the use of social networks. The research suggests that parental behaviour appears to be much more crucial in the parenting role than parental control.

This paper presents the results of an eye-tracking experiment to uncover the indirect administrative burden related to a general road tax. The aim of the research was to use eye-tracking technology and a supplementary questionnaire survey to identify the time taken to complete the model road tax return form used in the Czech Republic. Simultaneously, the aim was to test the possibility of using neuroscience technology for research in the field of accounting research. In the experiment, we focused on the following factors: the effect of a number of vehicles; the effect of gender; the context of educational attainment; previous experience of completing the tax return form; car ownership, and their effect on the dependent variable - total time to complete the form. According to our results, filling in a higher number of vehicles brings time savings of scale for the participants. For this reason, a regressive impact of the administrative burden generated can be assumed, with a more significant impact on owners of a lower number of vehicles.

According to the previous research about consumer behaviour, adding a decoy option to a choice set often increases the individual’s preference for one option over the other original option. The literature discusses the information format as one of the moderating factors with qualitative and pictorial information possibly weakening the decoy effect. To test this, this contribution uses the washing machine scenario of decoy effect previously examined where the decoy effect was found to not influence the consumer behaviour. In this paper, the experimental conditions were broadened when it comes to the image format accompanying the alternative description to examine the influence of specific images on the consumer choices to explain the previously reported failure to detect the decoy effect. In total, choices of 959 respondents from a set of the washing machines were collected and analysed using Chi-squared test. The current results indeed indicate the positive decoy effect when the product image was variable in the study design. However, no evidence was found that respondents’ choices would be directly influenced by the product image.

The recent COVID-19 pandemic brought the focus on the shift in the consumer habits, consumption and spending, as well as the new sides consumers‘ (ir)rationality, especially in the terms of the panic stock-up purchases and herd behaviour. In this paper, we use the COVID-19 crisis as an opportunity to empirically test the bias in the consumer judgments. Using a simple survey experiment among college students, the difference in their willingness to pay monthly for a life insurance under the COVID-19 frame and general, non-COVID-19 frame is examined. According to the obtained results, it was found out the subjects were willing to pay higher amount for the insurance when the question was framed by the COVID-19 context. This result generally supports the previously found empirical evidence on the influence of the judgment heuristics, importance of the context frame and the consumer irrationality. Practical implications for small and medium enterprises are discussed at the end of the paper.

There has been a significant acceleration in the online grocery market due to the outbreak of the Covid-19 pandemic. This situational factor has accelerated the acceptance of grocery purchases in this way, but the question remains whether it also had an impact on the structure of customers buying grocery online. For a long time, online grocery shopping (OGS) has been the privilege of millennials, who like to shop online in all product categories. However, this paper also focuses on other generations and their development in consumer behaviour. The aim of the paper is to find out how Covid-19 influenced the proportion of selected generations of customers purchasing grocery online and whether it also affected their purchasing frequency. The findings from three surveys focused on online grocery purchases in the Czech Republic are used to find relevant results. Therefore, the research has the character of longitudinal research, but of tendency carried out on various respondents. Individual surveys were conducted in 2017, 2020 and June 2020 (after the outbreak of the Covid-19 pandemic). The results of the research can be useful for detecting changes in consumer behaviour and predicting the development of OGS within individual generations, usable for the strategic management of companies in this market.

Almost 80% of households in the Czech Republic have Internet access, which is three times higher than in 2005. This rapid development of the Internet has provided space for the development of e-tail, and online shopping has become a new form of sales. Interestingly, the development of online sales is even higher over the same period, and in 2016, 43.6% of the Czech population shop online. These facts declare the importance of examining factors that can influence the purchase of consumers online, for the sake of e-tail strategic decision making. This article explores the relationship between demographic factors and online purchase using the IBM SPSS software. Secondary data from the Czech Statistical Office, which since 2005 has been monitoring online purchase in the Czech Republic, has been used to investigate. The aim of this article is to find out if demographic factors affect the online purchase. The findings reveal a statistically significant impact of age, education and economic activity on online shopping. This significance was not proven in the gender factor. The findings have practical implications in the proposed optimal demographic segmentation of online customers based on data from 2016, helping to tailor marketing e-tail activities.

The article focuses on strategic marketing management in high schools and generalizes the results of previous investigations. Strategic management focuses primarily on long-term planning organization, which is a long-planned process that leads to the goal defined by the organization. The competitive environment is considered the main factor formulating the vision, mission and strategic goals of the organization. This deliberate and purposeful activity, led by the organization's competitive environment, possesses a much greater chance of survival, but also for success. Unfortunately, in the Czech Republic high school system is not a competitive environment and it is not ready to face competition at all. The situation is different at colleges that already understand that a student must "fight" as well as the company's customers and clients. Sophisticated school concept should be fundamentally similar to one of each company. The aim of the article is to present the results of a pilot research focused on strategic marketing management in high schools and to generalize the results of previous investigations. The theoretical part deals with strategic marketing management at the high school level. Respondent sample includes 34 secondary schools in the region Novy Jicin and Frydek-Mistek. Primary research was conducted via questionnaire and interview with the record. Research shows that schools have a clue about what the strategic management, marketing mix or plan are, but in most cases they do not know how to do it. Their reactions are mostly intuitive. When creating the end, the school decisions are not even based on the simplest SWOT analysis. When creating a strategy for the development of school in most cases they focused mainly on the internal environment of the school, not on the target markets and marketing mix.

This article reflects the basic summary of observations achieved in the primary marketing research realized within lessons of Marketing of services carried on Silesian University in Opava, OPF in Karvina in 2010. The main task of the research was to find whether and in which ways the economic crises affects marketing strategies of companies providing services. Marketing strategies shall be represented by elements of marketing mix. For needs of this article we have chosen companies whose activities help the tourist trade development, i.e. companies providing services in hotel industry, accommodation and tourism. Data achieved from this research are valid for the time period of the beginning of the economic crises, i.e. till the end of the year 2009.