Digital Mirrors Alena Kusá - Part II
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Faculty of Mass Media Communication University of Ss. Cyril and Methodius in Trnava, Slovakia Digital Mirrors Alena Kusá - part II. Anna Zaušková Lenka Rusňáková (eds.) Faculty of Mass Media Communication University of Ss. Cyril and Methodius in Trnava MARKETING IDENTITY Digital Mirrors – part II. Alena Kusá Anna Zaušková (eds.) Lenka Rusňáková Conference Proceedings 6th – 7th November 2018 fromCongress the Annual Hall of International the Slovak Academy Scientific of Conference Sciences Smolenice, Slovak Republic Trnava 2018 MARKETING IDENTITY: Digital Mirrors – part II. Conference Marketing Identity 2018: Digital Mirrors, 6th – 7th November 2018,Conference Congress Proceedings Hall of the Slovakfrom Academythe Annual of Sciences, International Smolenice, Scientific Slovak Republic Editors: Prof. Ing. Alena Kusá, PhD. Prof. Ing. Anna Zaušková, PhD. Mgr. Lenka Rusňáková, PhD. Technical redaction and production: Mgr. Zuzana BenkováBučková, PhD. Mgr. Lenka Rusňáková, PhD. Mgr. Miroslav Kapec Mgr. JakubĽuboš KovalíkGreguš Mgr. Lenka Labudová Mgr. Veronika Moravčíková Cover design: Mgr. Martin Klementis, PhD. All the submitted papers were individually reviewed in an anonymous double blind peer review process on basis of which the editors decided about their publication in the conference proceedings. The authors of individual scientific papers are responsible for their technical, content and linguistic correctness. © Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, Slovakia, 2018 ISBN 978-80-8105-985-8 ISSN 1339-5726 MARKETING IDENTITY Digital Mirrors International Scientific Conference, 6th – 7th of November 2018 Congress Hall of the Slovak Academy of Sciences Smolenice, Slovak Republic by the Faculty of Mass Media Communication, University of Ss. Cyril and MethodiusMarketing Identity,in Trnava, the has international become a traditional scientific scholarlyconference event held supported annually and attended by renowned mass media communication theorists and researchers, as well as by media and marketing professionals. The aim of the conference is to map the latest knowledge and trends in the andfield practicalof marketing experience communication in the spheres and to of createmarketing, a communication media studies space and communicationfor discussing, sharing sciences and while disseminating outlining the up-to-date importance scientific of innovations knowledge and institutions and professionals with practical experience. The annual internationalsupporting the conference critical dialogue Marketing between Identity scholars (formerly affiliated called withNew Trendsacademic in Marketing, renamed in 2013), in 2018 held for the 14th time at the Smolenice Castle, Slovakia, is organised by the Faculty of Mass Media Communication UCM in Trnava. The conference took place on 6th – 7th November 2018. It was more than 25 different academic and research institutions and 5 professional organisations.attended by nearly 180 participants coming from 3 countries affiliated with The main discussion topic of the conference was concisely expressed by its Mass Media Communication’s opinion that the complicated world of today is subtitle: Digital Mirrors. This thematic specification reflects the Faculty of a reflection of digital media technologies we use, and vice versa. and Programme Committee of this year’s Marketing Identity wanted to drawGiven attentionthe conference’s towards generalthe question theme to specified what extent above, the thevirtual Organising nature discussion sessions focused on different points of view and interdisciplinary approachesof digital media to a wide reflects spectrum the real of issues,world tryingas we to know understand it. The the individual charms of digital communication and the ways enterprises use it today. While digital and ‘traditional’ communication tools, as well as on the presumed doing so, the conference participants also reflected on differences between organisations. Various topics associated with the problem of socially benefits of digital solutions applied to communication mix of non-profit responsible use of digital communication tools were addressed as well. The questions of implementing innovations into different areas of marketing communication were also discussed very frequently. Convinced that the online world is shaped by volatile behavioural patterns expressed by people belonging to different consumer generations that exist in the 21st century, the scholars and professionals who attended the conference were also changes in human behaviour and lifestyle choices made by consumers living theirinterested lives morein the in influence the virtual of digitalspace thancommunication in the ordinary on creation reality. Marketingof values, topics related to the problems of ‘traditional’ media in the digital age, striving toprofessionals better understand affiliated digital with advertising media and agencies their place mostly in focusedmedia strategies on different of such organisations. However, the conference offered another timely topic to address – the legal aspects of marketing communication in relation to protection and obtaining consumers’ consent in terms of various types of marketingGDPR, i.e. to activities. the necessary changes of legal frameworks associated with data It was both interesting and challenging to address these issues within the academic circles. In order to see the related problems in wider contexts, the discussion sessions involving conference participants and their contributions were divided into these four sections: • Section 1: The Magic Mirror of Companies’ Success, • • Section 3: The Broken Mirror of Media, • Section 2: The Secret Mirror of Generations and Consumers, We Sectionwere honoured 4: The Crooked to welcome Mirror manyof Law regular (GDPR). but also new participants Republic. Besides meeting many scholars working in the academic circles, whoseand guests papers from are abroad. presented Our foreignon the following guests came pages, from we Poland were alsoand thedelighted Czech to welcome marketing and media professionals who offered different practical perspectives of the discussed topics. The discussions were aimed campaigns, interesting case studies. Since our Faculty considers merging theoryat various and creative practice and as very efficient important digital or solutions, rather necessary, successfully we implementedwould like to thank them for accepting our invitation. More information on the Marketing Identity conference, programme schedules, deadlines and photo galleries related to previous years are available at: Conference website: http://fmk.sk/marketing-identity Faculty website: http://fmk.sk Facebook website of FMK Conferences: https://www.facebook.com/KonferencieFmk (All photos from the conference are here to see) SCIENTIFIC COMMITTEE OF THE CONFERENCE Prof. Diab Al-Badayneh Mutah University, Amman, Jordan Prof. Dr. Peter A. Bruck, Ph.D. Research Studios Austria Forschungsgesellschaft mbH, Salzburg, Austria University of Ss. Cyril and Methodius in Trnava, Slovak Republic Prof. Dr. Slavomír Gálik, PhD. The University of Zagreb, Croatia Prof. Dr.sc. Denis Jelačić Prof. Ing. Alena Kusá, PhD. University of Ss. Cyril and Methodius in Trnava, Slovak Republic University of Ss. Cyril and Methodius in Trnava, Slovak Republic Prof. Dr. Dušan Pavlů, CSc. Prof. Dr. Hana Pravdová, PhD. University of Ss. Cyril and Methodius in Trnava, Slovak Republic Prof. dr hab. Marek Prymon Wrocław University of Economics, Poland University of Ss. Cyril and Methodius in Trnava, Slovak Republic Prof. Ing. Jarmila Šalgovičová, CSc. Prof. Ing. Anna Zaušková, PhD. University of Ss. Cyril and Methodius in Trnava, Slovak Republic Assoc. Prof. Ing. Jaroslav Bednárik, PhD. University of Ss. Cyril and Methodius in Trnava, Slovak Republic Josip Juraj Strossmayer University of Osijek, Croatia Assoc. Prof. Ivana Bestvina Bukvić, PhD. University of Ss. Cyril and Methodius in Trnava, Slovak Republic Assoc. Prof. Dr. Ľudmila Čábyová, PhD. University of Economics in Katowice, Poland Assoc. Prof. Krzysztof Gajdka, PhD. Assoc. Prof. Ing. Aleš Hes, Ph.D. Czech University of Life Sciences, Prague, Czech Republic Assoc. Prof. Dr. Zora Hudíková, PhD. University of Ss. Cyril and Methodius in Trnava, Slovak Republic Assoc. Prof. Dr. Denisa Jánošová, PhD. University of Ss. Cyril and Methodius in Trnava, Slovak Republic Assoc. Prof. Ing. Zdenka Musová, PhD. Matej Bel University in Banská Bystrica, Slovak Republic University of Finance and Administration, Prague, Czech Republic Assoc. Prof. Mgr. Ondřej Roubal, Ph.D. Assoc. Prof. Ing. Rudolf Rybanský, CSc. University of Ss. Cyril and Methodius in Trnava, Slovak Republic Assoc. Prof. Dr. Marek Švec, PhD., LL.M. University of Ss. Cyril and Methodius in Trnava, Slovak Republic Assoc. Prof. Mgr. Norbert Vrabec, PhD. University of Ss. Cyril and Methodius in Trnava, Slovak Republic University of Ss. Cyril and Methodius in Trnava, Slovak Republic Dr. Katarína Ďurková, PhD. Dr. Daniela Kollárová, PhD. University of Ss. Cyril and Methodius in Trnava, Slovak Republic Dr. Peter Murár, PhD. University of Ss. Cyril and Methodius in Trnava, Slovak Republic Dr. Iulian Rusu “Gheorghe Asachi” Technical University of Iaşi, Romania THE BROKEN MIRROR OF MEDIA CONTENTS PREFACE ...........................................................................................................................10 SECTION: The Broken Mirror of Media .......... 16 ZuzanaTHE SPREAD Benková OF DISINFORMATION. WHY DO PEOPLE BELIEVE