Vol. 9 No. 2 (2024)
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Articles
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Comparative study: the impact of catvertising on online shopping in the Northern and Southern Great Plain Regions
1-14Views:178The article examines the impact of catvertising on online shopping behavior in the Northern and Southern Great Plain Regions. Catvertising is a term derived from the English words "cat" and "advertising," and it refers to advertising campaigns that feature cats. The literature review primarily focused on catvertising, online marketing, and online shopping habits, utilizing both domestic and international sources. Furthermore, in our secondary research, we aimed to understand the emotional effects of catvertising by studying foreign psychological and neurological studies. The primary research was conducted using quantitative methods, specifically through an online questionnaire, which analyzed responses from 342 participants. Based on the responses, we analyzed differences in online shopping habits depending on whether or not a cat was featured in the advertisement, demonstrating the comparative nature of the study. The results suggest that advertisements featuring cats enhance brand recall success, particularly for product categories related to pet ownership.
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Examination of digital maturity in the client base of an accounting firm in Hajdú-Bihar county
15-26Views:76The development of small and medium-sized enterprises (SMEs) is of key importance from a national economic perspective, especially in the field of digitalization, as they play a significant role in Hungary's economy. The main objective of the research is to assess the digital maturity of SMEs within the client base of an accounting office in Hajdú-Bihar County, which can provide useful feedback to these businesses regarding their level of digital development. To date, no such study focusing specifically on businesses in the Hajdúság region has been published. The survey was conducted using a questionnaire based on the question set of the Digiméter research series, which evaluates businesses across six dimensions: digital presence, digital everyday operations, business management, sales and marketing, digital finance, and IT security. Based on the results, it can be stated that the companies participating in the study show a low level of digital maturity, with digital finance being the only area considered to be well-developed.
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Establishing and maintaining successful business relationships at the University of Debrecen: the importance of communication between institutions
27-34Views:75In the B2B sector, communication between individual organizations has undoubtedly always played a significant role. However, the changes of recent years have also significantly changed the structure and operation of certain higher education institutions, which has brought with it an increase in openness to the business world. Communication is one of the pillars of establishing successful business relationships, but traditional communication models are not always able to meet the dynamic needs of the modern business environment. Not only universities can benefit from improving communication processes and tools adapted to these expectations, but it can also be beneficial for students participating in higher education. In this research, we set the objective to explore what communication processes are currently taking place between institutions. In order to achieve our goal, we conducted qualitative research, as this allowed us to gain deeper insight into the position represented by companies on the topic. We conducted semi-structured in-depth interviews with the partner institutions of the University of Debrecen in the second half of 2024 and in January 2025. During the discussions, the effectiveness of communication platforms in terms of maintaining contact with the university and other business actors was explored. The interviews highlighted that partners primarily consider the website and email to be the most reliable sources of information, while social media platforms (such as Facebook and LinkedIn) also play a significant role in day-to-day communication. In addition, personal meetings and networking events remain indispensable for building trust, and the importance of connections based on trade fairs and recommendations was also confirmed when it comes to reaching new partners. The findings clearly reveal both a need for and an openness towards developing new, multi-channel and targeted communication models that align with the specific characteristics of the domestic and international B2B sector. Alongside traditional tools (e.g., phone, email), the more conscious and strategic use of modern digital platforms may contribute to managing future relationships more effectively and strengthening the institution’s image.
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Regional differences in perceptions of motivation at work
35-46Views:122The unpredictable labour market environment is forcing more and more organisations to look for sustainable long-term solutions to secure their workforce. Increasing employee satisfaction, which can largely be achieved through the application of appropriate motivational factors, is a key issue. The aim of the research is to explore whether regional differences in employee motivation and expectations at work make a difference. Using primary and secondary methods, I investigated the importance of individual motivational factors and whether there are regional differences in employee preferences. Descriptive statistical methods, correlation and cross-tabulation analysis were used to analyse the data (n=280) collected by questionnaire method. The results showed that respect and esteem were the most influential factors in Hunt's theory of goal motivation, especially in metropolitan settings. In contrast, Herzberg's hygiene factors were found to play a greater role for workers in smaller municipalities. Regional differences show that workers' expectations are adapted to environmental characteristics. The regional differences are mainly reflected in the fact that some factors are more important in smaller settlements (belonging), while other factors are more important for workers in metropolitan areas (stability, self-development).
