A kötet azzal a céllal készült, hogy a Nemzetközi vállalatgazdaságtant tanulmányozók számára további támpontokat és ismeretbővítési lehetőségeket adjon magyar nyelven. A műhelytanulmány a nemzetközi üzleti gazdaságtan (international business) öt témaköréről ad...

New digital trends are transforming the media industry landscape, modifying elemental characteristics and attitudes of companies as well as of consumers. Firms often claim that their presence in social media (SM) is a key element to success. SM helps companies rethink the traditional one-way...

The COVID-19 pandemic has resulted in a widespread shift to online education around the world and in Hungary, too. Educational institutions from kindergartens to universities were forced to adapt rapidly to this new situation, when the space of education moved from classrooms to online video...

Az online szájrekám (electronic word-of-mouth, e-WOM) elterjedésének köszönhetően, illetve az olyan közösségi oldalak megjelenésével, mint az Instagram kép- és videomegosztó közösségi oldal a más fogyasztók befolyásolására képes véleményvezérek az online térben sokkal...

Jelen disszertáció témája a fogyasztói részvétel egy specifikus formájának, az online szájreklámnak vagy röviden e-WOM-nak1 a mélyebb megismerése, marketingkommunikációs értékének feltárása. Az e-WOM marketingkommunikációs célokra történő hatékony felhasználása...

The spread of digital culture is one of the biggest reprogramming of humanity, radically transforming our economic, social, and cultural models. One of the keys to success of this transformation, and to preventing the spread of digital divides, is the development of a variety of literacies....

External knowledge sources such as professional social media accounts represent an understudied domain in the digital media adoption literature of small enterprises. This article extends the Technology Acceptance Model with two additional factors – external knowledge source and trust in...

The use of electric cars has increased in recent years and has an accelerating development. Despite its advantages and growing trends, it still faces the challenge of limited autonomy range of batteries and under developed infrastructure. Both aspects are key factors in the decision of consumers...

With the rise of social media, influencers have gained an important role in the marketing strategies of companies. Their constant presence in social media, determined by the creation and posting of content as well as their permanent interaction with the consumers, has created them a great...

Purpose Small and medium-sized enterprises (SMEs) play an important role in the economy, in both national and international markets. These organizations work under diff erent conditions, possess diff erent capabilities, and therefore have a diff erent approach to certain company functions (e.g.,...