Volume 1 Number 2 2024

Editorial

D O I: https://doi.org/10.69102/CTMJ.2024.010200

AGNIESZKA IZABELA BARUK

Łódź University of Technology (Poland)

Expectations of Young Consumers Regarding Coffee Shops’ Marketing Activities on Social Media

A B S T R A C T

The purpose of this article is to identify the expectations of the representatives of Polish young adult users regarding coffee shops’ marketing activities on social media. The review of literature shows the presence of a cognitive gap and a research gap in this area. These issues have not been studied yet in the context proposed in the article. This fits the concept of H2H marketing. While striving to reduce both of the discovered gaps, empirical studies were prepared and conducted with the use of the survey method to collect original data. The studies covered 340 Polish adult representatives from the 18-30 age group. The collected data were subject to a quantitative analysis. Its results helped to answer four research questions formulated on the basis of the results of analysis of the literature on the subject. The identified issues included, among other issues, the expectations of the respondents regarding the marketing activities undertaken by coffee shops in social media. These expectations were also structured by creating a clear hierarchical order. The results of the research were the basis for drawing important conclusions. They enrich the previous state of knowledge on social media marketing, and may also be implemented for use.

K e y w o r d s: expectations, young consumer, social media, marketing activities, coffee shops, coffee market

J E L C l a s s I f i c a t i o n: D12, D81 M31

D O I: https://doi.org/10.69102/CTMJ.2024.010201

Paper received: 4 October 2024 • Paper revised: 28 October 2024 • Paper accepted: 12 November 2024

ANNA OLEJNICZUK-MERTA

Kozminski University (Poland)

The Impact of Culture on Coffee Consumption:
Evolutionary Perspective

A B S T R A C T

The subject of the considerations in the following article is the impact of culture on coffee consumption. The aim is to find the answer to the question whether and how the evolutionary development of culture and consumption affects coffee consumption in the 21st century. Questions are asked about new cultural values and their impact on changes in consumer behaviour. Do consumers remain faithful to existing values and to what extent? An original research approach is used, including two assumptions. According to the first assumption, consumption in general, including coffee consumption, is not a purely economic phenomenon, being the effect of the production process. Consumption has its roots in culture, which results from the fact that culture, through the values it creates, influences and shapes consumption. The second assumption indicates the two-dimensional nature of consumption: the demand dimension (occurring on the market) and the investment dimension (occurring in the sphere of consumption) (Olejniczuk-Merta, Noga, 2020). The background for the considerations is an approximation of evolutionary changes in culture and consumption, occurring over the centuries. The geographical scope of the analysis of coffee consumption includes Poland and other countries of the world, because coffee consumption has a global dimension. The evolutionary nature of changes in culture and consumption presented in the article illustrates the process of arriving at their perception in the 21st century. The cognitive emphasis is placed on approximating the features of contemporary culture and consumption. In the considerations of contemporary culture, the focus is on its values: freedom and diversity. The part devoted to consumption shows the extension of its previous demand dimension to the investment dimension, which makes the consumption of many different goods, services and ideas result in condition, competence and creativity, valuable attributes of the modern man. The theoretical considerations undertaken are based on secondary sources of information.

K e y w o r d s : culture, consumption, coffee

J E L C l a s s i f i c a t i o n : D11, E21

D O I: https://doi.org/10.69102/CTMJ.2024.010203

Paper received: 21 October 2024 • Paper revised: 3 November 2024 • Paper accepted: 27 November 2024

MICHAELA JÁNSKÁ

Univerzita Jana Evangelisty Purkyně in Ústí nad Labem
(Czech Republic)

PRZEMYSŁAW LUBERDA

University of Economics in Katowice (Poland)

The Importance of Stereotypes about Teas
in Consumers’ Purchasing Decisions

A B S T R A C T
As a common beverage, tea has accompanied consumers for hundreds of years. It used to perform only a medicinal function, while now its application is becoming wider and wider. These circumstances could lead to stereotypes about tea that may encourage or discourage from purchase. The purpose of the article is to identify the importance of stereotypes about teas in consumers’ purchasing decisions. The
article uses information from secondary sources, but original studies were also conducted. To this end the technique of individual in-depth interviews was used. The research covered eight people who declared that they consumed tea regularly (purposive sampling In qualitative research the size of the sample and the impossibility of result generalisation are actually always a problem, but the undisputed advantage here is the presentation of the result of the research in a creative way, as the respondents talk about their personal experiences. The employed type of research may prompt the undertaking of quantitative research. Various opinions may often be heard about different types of teas, which leads to the assumption that some consumers may be guided by them. The subject of stereotypes about teas is rarely seen in literature. The identified research gap and professional experience of one of the authors prompted the undertaking of scientific considerations.

K e y w o r d s: stereotypes, tea market, purchasing decisions, consumer behaviour, preferences, qualitative research.

J E L C l a s s I f i c a t i o n: D12, D91

D O I: https://doi.org/10.69102/CTMJ.2024.010202

Paper received: 05 November 2024 • Paper revised: 26 November 2024 • Paper accepted: 02 December 2024

FILIP SZYMCZAK

WSB Merito University in Warsaw (Poland)

Influencer Marketing in Building
Coffee Communication: a Case Study
of GBS Coffee

A B S T R A C T
Influencer marketing is redefining the way brands communicate with consumers, especially in our digital era. The following article presents a case study of the Polish GBS coffee brand, which effectively used cooperation with online creators in its market entry strategy. The aim of the work is to analyse the key elements of the brand strategy, such as product personalisation, selection of influencers and the use of non-standard communication platforms, including social media and internet platforms. Content analysis research, including literature and digital content analysis, shows that authenticity, transparency and matching the values of the influencer with the brand are key to the effectiveness of a campaign. The results of the work indicate that a strategy based on online creators allows not only high brand recognition to be achieved, but also redefines rituals related to coffee consumption. The article fills the research gap regarding the use of influencer marketing in the Polish coffee market, while providing practical tips for other companies planning similar activities.

K e y w o r d s : influencer marketing, GBS coffee, product personalisation, social media, authenticity in
marketing, coffee market.

J E L C l a s s I f i c a t i o n : D12, M31, M37, L66

D O I: https://doi.org/10.30819/ctmj. 2024.010204

Paper received: 21 October 2024 • Paper revised: 29 November 2024 • Paper accepted: 03 December 2024

JAROSŁAW KORPYSA

Univeristy of Szczecin (Poland)

Book Review:

Quality Determinants in Coffee Production

by Lucas Louzada Pereira and Taís Rizzo Moreira.
Springer, 2021

JE L C l a s s I f i c a t i o n: Y30

D O I: https://doi.org/10.69102/CTMJ.2024.010205

Paper received: 05 November 2024 • Paper accepted: 26 November 2024