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Zuzana Maliková, Matúš Kubák, Radovan Bačík and Miloš Fišar

Abstract

The paper analyses public subsidies aimed to enhance development and innovation in the Slovakian private sector. The paper reviews theoretical approaches of the necessity of public support to research and development activities in order to increase private investment in research and development. An overview of research and development support tools in Slovakia is presented. The analytical part of the work is oriented on a comparative analysis of two granting agencies in Slovakia [Agency for Research and Development (ARD) and Agency of Operational Program Research and Development (OPRD)]. Special attention is given to direct public financial support. Logit analysis showed a relationship between success of grant applicants and their characteristics. We find that the following have impact on success of the application: Age of the company, amount of the grant required, legal form of the company, and the agency to which the application for grant was submitted. Applicants with legal form Ltd. (limited liability company) have a higher chance of receiving grant than other legal forms. The highest chance of success has a request for a grant of up to 500.000 €. According to the results of our analysis, the chance to obtain a grant decreases with each passing year.

Open access

Igor Fedorko, Radovan Bacik and Beata Gavurova

Abstract

Consumer behaviour analysis is a key aspect for the success of e-business. The main objective of the study is to analyse the impact of selected user experience factors on e-commerce web site visiting (technology). The objective of the study is to create a model that will explain the impact of each major factor on the user experience and the re-visit of the e-shop. To explain the use of e-commerce technology, in the second part we have modified the original technology acceptance model (TAM) with other constructs. Specifically, there are modern technologies such as social networks or mobile apps that affect the use of e-shops. The TAM model is one of the most used models of what the system uses to identify the perceived usefulness and perceived simplicity of use from the user’ side. For the main advantage of our study, we consider that we have highlighted the importance of the factor of modern technology and therefore of social networks, mobile applications and contextual advertising. This factor, along with the other two factors, has been incorporated into our model and has shown that modern technologies have a direct impact and are therefore directly related to the frequency using the e-commerce websites.

Open access

Radovan Bacik, Richard Fedorko, Ludovit Nastisin and Beata Gavurova

Abstract

Building a brand is a long-term process and it also applies to the world of social media. It is said that building a good brand reputation takes years, but it can be ruin in a moment. Therefore, it is important to look responsibly at all the aspects that have a role in building a brand on social media. The actual experience with the brand on social media is able to significantly affect brand building. The study focuses on exploring brand-building relationships in the social media environment. We selected a set of factors to predict customer experience with the brand in a social media environment and then we examined the relationship between this customer experience and the perceived brand image. 476 respondents filled out the electronic questionnaire. The study puts the greatest emphasis on respondents aged 20 to 35 years. We used correlation analysis to investigate the relationships in this issue. Out of the seven investigated relationships, up to two cases with medium dependence were confirmed by the strong relevance of relationships. The results support the importance of using social media tools for branding purposes, because these tools are the ones with the greatest ability to influence the people’s perception and attitude. It is also the fastest and one of the most personal ways to communicate with the customer. It happens in real time and it can convey the real emotion if performed right which all together help to trigger the user action. The findings of this study can guide marketing activities for companies to make the return on investment in social media as high as possible. The research offers a new perspective on selected factors and their role in creating social media experience and subsequently a brand image.