When Age Is Just a Number. Premises and Implications for Using Intergenerational Marketing

BackgroundFatalities rarely occur in dental offices. Implications for clinicians may be deduced from scientific publications and internet reports about deaths in dental offices.ObjectiveData involving deaths in dental facilities were analyzed using Google as well as the PubMed database. By comparing both sources, we examined how internet data may enhance knowledge about deaths in dental offices obtained from scientific medical publications, which causes of death are published online, and how associated life-threatening emergencies may be prevented.MethodsTo retrieve relevant information, we searched Google for country-specific incidents of death in dental practices using the following keywords: “death at the dentist,” “death in dental practice,” and “dying at the dentist.” For PubMed searches, the following keywords were used: “dentistry and mortality,” “death and dental treatment,” “dentistry and fatal outcome,” and “death and dentistry.” Deaths associated with dental treatment in a dental facility, attributable causes of death, and documented ages of the deceased were included in our analysis. Deaths occurring in maxillofacial surgery or pre-existing diseases involved in the death (eg, cancer and abscesses) were excluded. A total of 128 cases from online publications and 71 cases from PubMed publications that met the inclusion criteria were analyzed using chi-square statistics after exclusion of duplicates.ResultsThe comparison between the fatalities from internet (n=117) and PubMed (n=71) publications revealed that more casualties affecting minors appeared online than in PubMed literature (online 68/117, 58.1%; PubMed 20/71, 28%; P<.001). In PubMed articles, 10 fatalities in patients older than 70 years of age were described, while online sources published 5 fatalities (P=.02). Most deaths, both from internet publications and PubMed literature, could be assigned to the category anesthesia, medication, or sedation (online 80/117, 68.4%; PubMed 25/71, 35%; P<.001). Deaths assigned to the categories infection and cardiovascular system appeared more often in the PubMed literature (infection: online 10/117, 8.5%; PubMed 15/71, 21%; P=.01; cardiovascular system: online 5/117, 4.3%; PubMed 15/71, 21%; P<.001). Furthermore, sedative drugs were involved in a larger proportion of fatal incidents listed online compared to in PubMed (online 41/117, 35.0%; PubMed: 14/71, 20%, P=.03). In the United States, more deaths occurred under sedation (44/96, 46%) compared to those in the other countries (Germany and Austria 1/17, 6%, P=.002; United Kingdom 1/14, 7%, P=.006).ConclusionsOnline and PubMed databases may increase awareness of life-threatening risks for patients during dental treatment. Negative aspects of anesthesia and sedation, as well as the number of deaths of young patients, were underestimated when reviewing PubMed literature only. Medical history of patients, medication dosages, and vital function monitoring are significant issues for practitioners. A high-impact finding from online reports was the underestimation of risks when performing sedation and even general anesthesia. Detailed knowledge of the definition and understanding of deep sedation and general anesthesia by dentists is of major concern. By avoiding potentially hazardous procedures, such as sedation-aided treatments performed solely by dentists, the risk of treatment-induced life-threatening emergencies may be reduced.

Purpose | The purpose of the article is to indicate good practices in the field of building and functioning of a talent management system in the online marketplace segment (e-marketplaces). Research method | Desk research and single case study methods were used. Results | The analysis of the studied company confirmed that the assumptions and principles of the talent management program known from theory are applicable in the digital economy. However, due to the specific features of the virtual environment, manifested by the dynamics of change, high competitiveness, and globalisation, the competency and organisational preparation of the enterprise to maintain the talent management program, are becoming more important. Originality / value / implications / recommendations | Based on the analysis of the case study, good practices were identified in the development of a talent management system at Modivo SA, taking into account the specifics of functioning in the digital economy. The research also constitutes a voice in the discussion on research on the management of talented people in the organisation, in particular in the context of the increasing saturation of organisations with data processing systems and artificial intelligence.

Purpose: The purpose of this article is to present the methods of conducting research in the social media, with a detailed reference to the method of observation and the analysis of secondary data. By indicating the methodology of methods analysed, the author translated them into opportunities of the environment within which observation is made, i.e. social media. Moreover, the author drew her attention to the necessity of pointing at the source used in the observation, through proper definition of the method. Then, the application of the proposed research method defined as the secondary observation was presented based on the example of profiles of the companies from ICT industry in Facebook and Instagram. Design/Methodology/Approach: The presented research constitutes the third part of the research project in which the described research method was applied. First, the analysis of literature was performed (desk research). Then, surveys were conducted among entities being subject to research. After classification of the areas of interest and definition of the methods, the last stage consisted in own research carried out by the author with the use of the research method proposed - by secondary observation. Findings: On the basis of the analysis of literature, the author stated the absence of a defined and qualified research method of social media based on the analysis of existing data. Research made using the proposed method showed how it was implemented and an example of interpretation of the results. Practical Implications: Practical implication arising out of this article is the possibility of using the aforementioned method by researchers to conduct own research in the social media. Originality/value: The article contributes to reference literature in form of the defined research method and a well-defined method of conducting research in the social media in the areas proposed. Moreover, it may determine the direction of extending the scope of application of the method described.

Purpose: This study intends to ascertain how much the Novotel Bali Benoa's brand awareness and market development are impacted by the synergy between its CSR and customer loyalty programs, as well as how the organization may best utilize these initiatives to maximize their impact. Research methods: The research methodology uses questionnaires and surveys to gather information from a number of respondents, including staff members and guests of hotels. Questionnaires, interviews, observations, document analyses, and focus group discussions are used to gather its data. Utilizing descriptive analysis, Smart PLS, and validity and reliability testing, quantitative analysis approaches are used to the data. Results and discussion: The study's primary conclusions show that Novotel Bali Benoa's brand awareness and market development are significantly boosted by the synergy between the customer loyalty program and CSR, which is founded on human- and nature-based principles and is implemented through digital marketing media. Customer loyalty may be generated by an efficient loyalty program, and consumers' perceptions of a brand are positively impacted by human-based and natural CSR. Implication: By optimizing digital marketing channels, bolstering brand recognition in the face of competition, enabling quick market expansion, and cultivating conscientious and encouraging new consumer loyalty, these two strategies work in concert to accomplish sustainable tourism. Keywords: Brand awareness, customer loyalty, CSR.

Recent developments of information technologies have supported fast development of Internet shopping worldwide and also using mobile devices. Internet shopping creates convenience for customers, bigger selection of goods and services from one side, but also creates several challenges for companies as well as some problems for companies and customers from the other side. Active research on different aspects is done by businesses, academic researchers alone and in co-operation of business and academic researchers. The aim of research is to find recent ideas of customers on Internet shops and problems raised in Internet shopping using mobile devices and to compare the results with other countries. The authors used the research methods such as: scientific publications’ studies, analysis of statistics on Internet shopping development, a survey realised in Latvia at the end of 2017 and the beginning of 2018 on Internet shopping in co-operation with the company iMarketing, University of Latvia, and Chamber of Trade and Commerce of Latvia. The main results and findings of the study, theoretical and practical implications are the following: the response rate of respondents was very high in comparison with other surveys, respondents have also expressed their suggestions and improvements for Internet shopping using mobile devices. The main conclusions of research: increase in Internet shopping in Latvia using mobile devices is not so fast as in other countries, mobile devices for shopping on the Internet are used not so often as in other countries; several local brands already having experience on Internet shopping encounter big challenges in development of Internet marketing; customers highly evaluate previous personal experience and good references of relatives and friends (word of mouth) in use of a respective brand for Internet shopping, but does not want to leave personal information (bank card information, personal code, etc.).

The aim of this article is to analyse and evaluate crowdfunding campaigns running up to the end of 2022 and to draw conclusions for the following years. Design/methodology/approach: The research methods used in the article are literature analysis, inference and desk research analysis. The main research method to achieve the objective is the descriptive method supported by a critical analysis of the literature. Desk research (known as the cabinet method, desk data analysis) is a research method that involves compiling, analysing and processing information and data from existing sources. It can be further emphasised by the fact that in this method there is no influence of the researcher on the subject of the study. The study covered equity crowdfunding platforms operating in Poland (Polish and foreign). Findings: On the basis of the analyses made, it can be concluded that the highest interest in share CF took place in 2021. In the following year, the situation began to change, due to the socio-economic situation and legal changes to its operation. Research limitations/implications: It should be taken into account that the legal changes were only introduced at the end of 2023. This means that the data presented in the article does not yet reflect the changes introduced. Furthermore, it should be taken into account that the reaction of both crowdfunding platforms and originators and investors in Poland may differ from other EU countries. Practical implications: The paper has practical implications for decision made by the crowdfunding platforms and companies interested in crowdfunding. It shows the main limitations for the crowdfunding market after the law changes. Originality/value: The article presents recent equity crowdfunding transactions in Poland. Important changes in EU and Polish law that significantly affect the development of equity crowdfunding are presented. Unfortunately, it may turn out that the changes, although introduced to protect investors and order the market, may cause a significant limitation of these transactions.

Purpose:The aim of this article is to examine the impact of Internet tools and AI-based solutions on shaping the e-image of an organization.In particular, their role in supporting agile enterprise management was analyzed.Design/Methodology/Approach: The article uses a qualitative approach based on the analysis of the subject literature and a case study of LPP SA.The study was conducted using the desk research method using secondary data from industry reports, company sources and scientific publications. Findings: The results of the analysis indicate that the integration of e-marketing tools, mobile technologies and artificial intelligence contributes to strengthening the e-image and increases the effectiveness of communication with the customer. A positive impact of these tools on increasing operational flexibility and efficiency of decision-making in the organization was also identified. Practical Implications:The research results can be a basis for designing a digital transformation strategy focused on building lasting relationships with customers and developing an organizational culture based on the principles of agility.Practical recommendations can be used by managers interested in implementing digital tools in a way that is consistent with the strategic goals of the organization.Originality/Value: The article brings cognitive value by linking issues from the field of emarketing, e-image building and agile management, which is a perspective rarely undertaken in the literature to date.The study also provides a specific example of digital tool implementations in market practice, increasing its application usefulness.

In this era of digital and social transformation, social media is playing an increasingly important role in brand building and marketing and has attracted numerous companies to develop social media marketing strategies for more sales and financial gains. This study, by taking the Chinese sports brand Li-Ning as an example, comprehensively analyzes the brand’s successful practices in brand marketing and branding in the context of social media to deeply understand the positive role of social media marketing in improving the influence and market recognition of sports brands. To this end, this study employs the research methods of literature review, text analysis, and case study. Through an analysis on a series of effective marketing strategies adopted by Li-Ning on social media platforms, we get insights into their effects on increased user engagement, brand awareness, sales growth and market share. However, brands also face challenges in social media marketing, such as social media risks, crisis management, and user privacy protection. Therefore, this study proposes several feasible recommendations for sports brands to give full play to social media platforms to promote their business growth.

Purpose – the article shows the current state of the literature regarding business transfers presents the findings of a survey based on it, that can support the transfer process in the future. Research methodology – the article is based on three research methods: (a) desk research, (b) surveys and (c) economic analysis. The three methods are highly interdependent. Findings – the authors conclude that according to literature a lack of appropriate support and services for businesses going through a transfer exist. The survey highlights the challenges and demands that differ quite strongly between old and new member states. Research limitations – the number from the 283 participants who stated that they had already been involved in business transfers is above average and cannot be extrapolated to all companies. Practical implications – the practical implications of the study are highly relevant for decision-makers who want to create a structured approach to a sustainable support for business transfers in their countries. Originality/Value – the article is of high practical relevance. With regards to the evaluation of existing literature, there is a lack of current overviews like this one. The results of the current survey are of particularly importance for the practice of business transfers and their intensive support.

The development of Internet marketing is extremely relevant and important for any business today, including agricultural enterprises. With the introduction of digital technologies and the growing influence of the Internet on our daily lives, consumers are increasingly using online channels to search for products and services. Agricultural enterprises that actively use online marketing have the opportunity to convey their message to a wide audience, attract new customers and increase brand awareness. Online platforms provide the agricultural sector with the ability to create personalized advertising, analyze user behavior, and respond quickly to changes in market conditions. The growing importance of online presence poses a challenge for agricultural businesses to develop effective online marketing strategies that meet their needs and industry specifics. Investing in digital marketing and the development of online communications will allow businesses to increase their competitiveness and ensure sustainable growth in today's digital world. For Ukrainian agricultural enterprises, the development of online marketing is extremely relevant. In addition, along with the rapid growth of the digital economy, the world is transitioning from traditional agriculture to digital-based agriculture. Progressive digital technologies, which are the basis for the formation of information systems, allow to obtain a significant consumer effect if they are used in the implementation of marketing activities. Internet marketing tools allow to increase the capacity of communication support of agricultural enterprises and improve communication with consumers. Based on these positions, it is advisable for agribusiness in general and agricultural enterprises in particular to master modern digital technologies, including Internet marketing, in order to operate successfully in the face of economic instability. The relevance of the development of Internet marketing for agricultural enterprises is undeniable, as it is a key tool for achieving success and ensuring sustainable development in the modern business environment. Scientific research is still dominated by an autonomous approach to the subject-object and content aspects of the theory of Internet marketing development, with little coverage of the interaction of digital tools with each other and the impact of social media on audience behavioral factors. There is still no unified approach to the role of the Internet marketing strategy and its impact on the development of agricultural enterprises. Thus, in scientific periodicals and professional literature, much attention is paid to the provisions of modern marketing theory, the theory of Internet marketing development, which is described in the scientific works of D. Semenda, O. Vinogradova, N. Nedopalko, M. Oaklander, O. Romanenko, F. Kotler, D. Jayne, L. Turchin, V. Ostroverkh, G. Armstrong. O. Marchuk, A. Slobodianyk, O. Mohylevska, L. Romanova, I. Salkov, D. Yatsiuk, N. Grechanyk, O. Vavrysh, O. Savchuk, S. Ilyashenko and other scholars. Such scholars as N. Reznik, S. Kobernyuk, V. Bondarenko, O. Lucius, A. Ryabchyk, D. Tilmani, Y. Larina, O. Garafonova, T. Ilchenko and other scholars have studied the possibilities of implementing and problems in the development of Internet marketing in the activities of agricultural enterprises. This actualizes the need to solve theoretical and methodological problems to substantiate the development of Internet marketing in agricultural enterprises. The aim of the study is to formulate theoretical and methodological foundations and practical recommendations for the development of marketing activities of agricultural enterprises on the basis of the introduction of digital marketing technologies. The methodological basis of the study is the fundamental provisions of modern marketing theory, the theory of Internet marketing development, scientific works of domestic and foreign scientists on the problems of development and implementation of Internet marketing in agricultural enterprises, the method of extrapolation, statistical and empirical research. The monograph systematically substantiates the theoretical and methodological foundations for the development of marketing activities of agricultural enterprises on the basis of the introduction of digital marketing technologies. The formulated scientific provisions and conclusions will contribute to the further development of the theory and practice of developing the marketing activities of agricultural enterprises through the use of digital marketing technologies. The methodological and methodological approaches proposed in the paper are used for calculations and model development. This allows determining how effective the use of Internet marketing technologies is for agricultural enterprises.

Relevance of the research topic. This article reveals the features of the development of the e-commerce market in the world economy and in Ukraine. The analysis of the state of the e-commerce market is carried out: the main players of the e-commerce market are highlighted, sales volumes are analyzed. It was determined that e-commerce is a relatively new type of economic activity, which is rather actively developing in Ukraine. Particular attention is paid to the structure of e-commerce. The problems and directions of development of electronic commerce in Ukraine are also indicated. Formulation of the problem. The problem of e-commerce market development in the world economy and in Ukraine is its structure and new directions of e-commerce development. Analysis of recent studies and publications, which began to solve this problem. The current state of functioning of the e-commerce market in Ukraine in recent years has been studied in the scientific works of N. Apatov, L. Glinenko, Yu. Dainovskiy, A. Maslov, S. Malovichko, A. Chubukov, R. Tsarev and others. In the works of domestic scientists, the analysis of market trends in the electronic market is not considered deeply enough. This problem requires research and affects the development of relations in the Ukrainian e-commerce market. The allocation of previously unresolved parts of the general problem, which the article is devoted to, should be attributed as a result containing an element of scientific novelty, it is possible to position a comprehensive analysis of the current state of the e-commerce market in Ukraine and the world, its structure, features, main problems and development directions. Statement of the problem, the purpose of the study is to study the main characteristics of the modern world and Ukrainian e-commerce market, therefore, the purpose of this article is a comprehensive analysis of the e-commerce market in Ukraine and the world. Method or methodology of research: in the article, the study is based on the theory of scientific knowledge, a systematic approach to the problems under consideration, the study of their relationship and development. Presentation of the main material (results of work). Substantiated what e-commerce is. Proposals on the problems and directions of development of e-commerce in Ukraine. Conclusions in accordance with article. The article notes the positive economic effect of electronic commerce, which is recognized by the world and Ukrainian markets, which is confirmed by the indicators for the Ukrainian electronic market.

Marketing activities (marketing) which is the activity of distributing goods and services ranging from producers to the hands of consumers. In this case there are some fundamental questions that encompass marketing activities (marketing); ranging from what is marketed, who is marketing, to how goods and services are marketed through the activities of marketing functions such as purchase, sales, transportation, and so forth. The problem that arises then is, most of the producers/the company with the marketers (marketers) who do not consider the moral and ethical aspects of marketing the products they offer, the most important for them is how to make the products they offer acceptable and successful and control the market share. Especially if the marketer is pressed by the target company that must be achieved and the bonus will be obtained, then to achieve the target, not infrequently a marketer doing various ways, to the point of crashing the signs and ethics that have been established in religion. This study aims to analyze how the ethical aspect in the concept and practice in marketing (marketing) sharia by the company / producer of goods and services. The research method used in this research is descriptive qualitative analysis, using linguistic or language approach that is describe the concept and structure of marketing language as it is. From this study it can be concluded that the majority of scholars allow the concepts and practices in sharia marketing, seen from the process of creation, the process of bidding, as well as the process of change of value (value) in sharia marketing there should be no things that conflict with the principles that exist in sharia. As long as it can be guaranteed, and deviation of principles in sharia does not occur in any transaction inside marketing, it can be allowed in syarak. As well as in the ethical aspect has also fulfilled the spiritual elements that are spiritual based, the divinity is sourced from the teachings of revelation as known by Islamic shari'ah (al-Qur'an and as-Sunnah).

Purpose – The purposes of this paper are to highlight those topics of forensic accounting that have received little or no attention in the forensic accounting research that has been published in forensic accounting research journals; discover what research methods have been most commonly used; and identify research methods that have been infrequently used. Design/methodology/approach – This is a descriptive research study that explores the topics and methods used in forensic accounting research published in forensic accounting journals. Findings – Fraud and quantitative methods make up the largest percentage of topics and research methods published in forensic accounting journals. Research limitations/implications – Limited to forensic accounting journals. Results suggest forensic accounting researchers are using mimetic topics and methods of accounting research. The absence of diversity in forensic accounting research topics and methods has the potential to compromise the overall contribution of forensic accounting research. Practical implications – This paper identifies gaps in topics and research methods in forensic accounting research to encourage research in diverse topics using diverse methods that will be valuable to forensic accountants. Originality/value – This original research is the first to survey and classify research published in forensic accounting journals according to topic and method.

Sealy is one of luxury mattress brands in the global market that since 2013 strives to have a successful business in the Indonesia luxury mattress market. In Indonesia, Sealy competes directly with many top collection models from several other international mattress brands. To face the competition, Sealy needs brand personality. This research aims to identify Sealy's brand personality, which can be used as a guideline for the company when setting up its marketing communication plan. This research's methods are qualitative, and as desk research, the unit analysis are both product-related and non-product-related characteristics of Sealy that called drivers. This research constructs a category based on 42 traits, 15 facets, and 5 dimensions of Aaker’s brand personality framework to analyze Sealy's specific brand drivers. The result is that Sealy main personalities are leader and upper class from competence and sophistication dimensions.

Purpose: This article aims to study in detail, to show examples and analyses about successful marketing strategies of different international companies throughout the years for Christmas time. Design/methodology/approach: The notion of dayketing is new – it has been created 10 years ago by the Spanish professor Sarrias Martí. However, the idea about the creation of special marketing practices for the Christmas holidays in order to attract the client´s attention dates from the beginning of the 20th century. A few of the best of them are made by: Coca-Cola, Lancôme, and other international companies, and this article show and analyses them. To study in detail, the activities of these companies, the author uses three methodological approaches: SWOT analysis, PESTEL analysis, and balanced scorecards. Findings: The idea of the author is to show the importance of the Christmas holidays as an inspiration for the development of one of the most successful marketing practices and ideas related to a particular marketing strategy – dayketing: marketing of a company or product for a special occasion. Research limitations/implications: The study has its limitations. The selected companies show examples from all over the world but the only marketing approach intended to be analyzed is the marketing approach for special occasions, the so-called dayketing. Another limitation is the period chosen to be studied, only marketing practices for the Christmas period have been chosen to be analyzed. Practical implications: The study shows, practically, one of the best examples of Christmas marketing campaigns from all over the world. Created in different countries, different years, and different sectors, they show that people all over the world can choose the same products and that is what determines their success, what makes them leaders among the companies. Originality/value: The theory about dayketing is new; it has been created in the last decade, which is why it has not been subject to many studies yet. The author intends to study this new approach by choosing a special period of the year-Christmas time.