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Modern | Management | Review | e-ISSN 2353-0758 MODERN | MANAGEMENT | REVIEW | Quarterly, Volume XXV (October - December) Research Journal 27 (4/2020) Volume Editor Agata Gierczak MMR Journal indexed, among others, on the basis of the reference of the Minister of Science and Higher Education in ERIH PLUS, NSD and Index Copernicus Journal Master List 2019 Issued with the consent of the Rector Editor in Chief Publishing House of Rzeszow University of Technology Lesław GNIEWEK Members of the Advisory Board of the Journal Modern Management Review Gerhard Banse (EA European Academy of Technology and Innovation Assessment GmbH, Germany), Joe Bogue (University College Cork, Ireland), Gérard Kokou Dokou (Université du Littoral Côte d’Opale Dunkerque, France), Andriy Gerasymchuk (National University of Zhytomyr, Ukraine), Aleš Gregar (Tomas Bata University in Zlín, the Czech Republic), Danuta Hübner (Poland), Andrzej Kaleta (Wroclaw University of Economics and Business, Poland), Jerzy Kisielnicki (University of Warsaw, Poland), Dušan Malindžák (Technical University of Kosice, Slovakia), Johan van Ophem (Wageningen University & Research, Holland), Grzegorz Ostasz (Rzeszow University of Technology, Poland), Aleksandr Razin (Moscow State University, Russia), Sergej Seriogin (National Academy of State Management under the President of Ukraine, Ukraine), Antonio Stasi (Università degli studi di Foggia, Italia), Róbert Štefko (Prešov University in Prešov, Slovakia), Josu Takala (University of Vaasa, Finland), Tamara Tkach (Melitopol Institute of Public and Municipal Administration of "Classic Private University", Ukraine), Karsten Weber (Technical University of Applied Sciences in Regensburg, Germany), Gabriel Weiss (Technical University of Kosice, Slovakia) Editor in Chief Beata ZATWARNICKA MADURA (Rzeszow University of Technology, Poland) Deputy of Editor in Chief Stanisław G ĘDEK (Rzeszow University of Technology, Poland) Editorial assistant Joanna WIA ŻEWICZ (Rzeszow University of Technology, Poland) Associate Editors Nataliia GERASYMCHUK (Rzeszow University of Technology, Poland) Grzegorz LEW (Rzeszow University of Technology, Poland) Andrzej PACANA (Rzeszow University of Technology, Poland) Zhanna POPLAVSKA (Rzeszow University of Technology, Poland) Grzegorz ZIMON (Rzeszow University of Technology, Poland) Statistical editor Paweł HYDZIK (Poland) Volume editor Agata GIERCZAK (Rzeszow University of Technology, Poland) Language editors Magdalena REJMAN-ZIENTEK (Poland), Piotr CYREK (Poland) Project of the cover Damian G ĘBAROWSKI The electronic version of the Journal is the final, binding version. e-ISSN 2353-0758 Publisher: Publishing House of Rzeszow University of Technology 12 Powsta ńców Warszawy Ave., 35-959 Rzeszow (e-mail: [email protected]), http://oficyna.prz.edu.pl Editorial Office: Rzeszow University of Technology, The Faculty of Management, 10 Powsta ńców Warszawy Ave., 35-959 Rzeszów, phone: +48 17 8651383, e-mail: [email protected] http://mmr.prz.edu.pl/ Additional information and an imprint – p. 163 CONTENTS From the Editorial Committee ....................................................................................... 5 Aliya N. Chuyeva, Saira R. Yessimzhanova: Leisure marketing communications: consumers’awareness .............................................................................. 7 Marcin G ębarowski, Magdalena Majka: Perception of big music festival by its participants – context of event sponsors’ marketing activities ................ 15 Zdzisław Jedynak: Conditions for use of liquid fuels in state economic systems ........ 29 Tetyana Kalna-Dubinyuk, Sergey Kalnoy: Principles of formation of e-network knowledge bases in the format of operationally structured scenarios ...... 41 Yanina Lisun: Analysis of the social media marketing: business environment and modern trends in Poland and Ukraine ............................................... 51 Tetiana Mirzoieva, Oleksandr Nechyporenko: Analytical evaluation of the export of medicinal plants from Ukraine ............................................................ 71 Holger Mölder, Vladimir Sazonov: Kremlin information campaign in the baltic states during the COVID-19 pandemic escalation of spring 2020 ........... 83 Ewelina Nycz: Traditional and Organic Products on Example of “FIGA” Family-Owned Organic Farm from Podkarpackie Province ................... 99 Kinga Oszust, Justyna Stecko: Theoretical aspects of consumer behaviour together with an analysis of trends in modern consumer behaviour ...................... 113 Matti Suomenaro: Constrained by the past: how the experience of Afghanistan, Iraq, and Libya limit U.S. policy options in Syria ........................................... 123 Tomasz Waliczko: Wechat – a Chinese cyber-culture phenomenon ............................ 143 The list of reviewers cooperating with the Journal Modern Management Review in 2020 ..................................................................................................... 157 The list of articles published in the Journal Modern Management Review in 2020 ...... 159 Additional information ................................................................................................... 163 4 From the Editorial Committee We are giving you the next 27th (4/2020) issue of the Quarterly of the Faculty of Management of the Rzeszow University of Technology entitled “Modern Management Review”. The primary objective of the Quarterly is to promote publishing of the results of scien- tific research within economic and social issues in economics, law, finance, management, marketing, logistics, as well as politics, corporate history and social sciences. Our aim is also to raise the merits and the international position of the Quarterly pub- lished by our Faculty. That is why we provided foreign Scientific Council, as well as an international team of Reviewers to increase the value of the scientific publications. The works placed in this issue include many assumptions and decisions, theoretical solutions as well as research results, analyses, comparisons and reflections of the Authors. We would like to thank all those who contributed to the issue of the Quarterly and we hope that you will enjoy reading this issue. With compliments Editorial Committee MODERN MANAGEMENT REVIEW 2020 MMR, vol. XXV, 27 (4/2020), p. 7-14 October-December Aliya N. CHUYEVA 1 Saira R. YESSIMZHANOVA 2 LEISURE MARKETING COMMUNICATIONS: CONSUMERS’AWARENESS In the context of a virtual transformation of consumer behavior, commercial offer switches play an important role in increasing customer awareness of the company’s product and the recognition of the company itself. The study was conducted by sending online forms Google Form followed by data processing using Excel and SPSS. The purpose of this study was to identify the degree of consumer awareness of the horse-centered leisure activities in Almaty city and Almaty region. The survey was conducted by online sending out a Google Form with subsequent data processing by using Excel and SPSS. Novelty of this study is consideration of the significance of the awareness of the company’s product (goods/service) in connection with the virtual transformation of consumer behavior is considered. As the result, study showed the levels of awareness degree about the horse-centered leisure activities in Almaty city and Almaty region the among interviewed respondents Keywords: leisure, awareness, integrated marketing campaign. 1. INTRODUCTION The research problem is the choice of adequate marketing communication in the horse-based recreational business. Questions to clarify are the people’s awareness of the possibility of obtaining horse-centered leisure services in Almaty and Almaty region and the attitude of these consumers to the above type of recreation. The aim of the study is to identify the degree of awareness of target groups about horse-centered leisure activities. The research relevance is due to an increase in consumer demand for recreational services in steadily dynamic urbanization (Carlino, Saiz, 2019). The 21 st century consumer behavior is saturated with virtual exposure of emotions and impressions, and accordingly are transformed by switches of commercial offers (Kim, Lee, Jung, 2018). In this regard, the marketing management process is becoming more complicated and is becoming integrated. 2. LITERATURE REVIEW The basis of promotion is an effective system of interaction with customers Philip Kotler has reduced four classical hierarchical models of consumer feedback to a three-stage 1 Aliya N. Chuyeva, MSc in Economics, Narxoz University PhD Student, Almaty, Kazakhstan (corresponding author); e-mail: [email protected]. ORCID: 0000-0001-7671-4235. 2 Saira R. Yessimzhanova, Doctor of Economics, professor, Narxoz University, Almaty, Kazakhstan; e-mail: [email protected]. ORCID: 0000-0002-9921-3457. 8 A.N. Chuyeva, S.R. Yessimzhanova scheme from cognitive through affective to behavioral highlighting a hierarchy of effects model. (Kotler, Keller, 2011). According to the model, the potential buyer's path to the final purchase lays primarily on the level of his knowledge of the company’s product, including basic knowledge of the company, and in case of further favours and any preferences convinces to buy “must have products”. Here in marketing mix the offline and\or online delivery of information about company’s product to the consumers plays the key role in initial reading their environments (Smith, Paul, Zook 2016). Cultural, social, personal and psychological factors influence
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