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• The effect of social media on media consumption and the advertising market

  121-132

  Magdolna Valentina Kardos

  Tímea Gál

  Views:

  1498

  Social media has become an integral part of our daily life and has completely transformed our society. While it had a social function at the beginning, it has had an increasing economic potential from the early 2010s. Our research objective was to explore the economic and social effects of social media on our society. Document analysis was applied in the research, thus relevant publications and studies were collected and processed. Based on the research results, it can be concluded that in recent years the time spent with online media consumption has increased dynamically for all generations, both globally and in Hungary. The advertising market rearranged fundamentally due to the change of media consumption, the revenue of the printed media decreased steeply while the online media increased exponentially since the economic crisis of 2008 in particular with social media. Concerns of data protection and significant tax debt came up in the last couple years despite of the social websites. Based on this fact, by establishing equal competition on the media market, the fulfilment of the tax payment and the observance of data protection rules have become reasonable for the state to take stricter actions against the global technology companies.

• Segmentation of consumers based on environmentally conscious behavior – A Hungarian sample

  16-27

  Barbara Török

  Marietta Kiss

  Virág Ágnes Kiss

  Views:

  135

  Sustainability is becoming increasingly relevant in economic, social and governmental spheres and functions, so the examination of environmentally conscious behaviour is also a priority in marketing. This research therefore focuses on sustainability, especially on the environmental pillar, with the aim of exploring how social groups can be differentiated in the field of environmental protection based on the behaviour and habits of individuals. In addition to descriptive statistical calculations and cross-tabulation analyses of data from an online questionnaire survey, the study used a revised set of 32 statements based on the GEB (General Ecological Behaviour) Scale to measure consumers’ environmental attitudes and behaviour, of which 24 statements were retained for factor analysis. Factor analysis resulted in the identification of seven reliable factors representing different dimensions of environmental behaviour and their associated values. After that, in the cluster analysis, respondents were grouped according to the previously established factors, which allowed the exploration of different attitudes and behavioural patterns for six different clusters (Green consumers, Community environmentalists, Liability avoiders, Passive individuals, Environmental impact reducers, Unpredictable individuals). The results show that there is still a significant number of consumers who have not or only partially introduced environmentally conscious habits into their daily actions. The results of this research may contribute to a deeper understanding of environmentally conscious behaviour and to better adapt sustainability initiatives to the specificities of different consumer groups.