Issue 4/2017

Automative Industry as an Engine of Economic Growth in Slovakia

Corresponding author:

Ľudmila Bednárová
Ľudmila Bednárová, Roman Vavrek

Abstract:

Slovakia is currently one of the major centers of the world's automotive industry, producing the highest number of passenger cars per capita in the world. Automotive production represents about 40 % of total industrial production in Slovakia. The importance of automotive industry lies not only in direct effects on overall production, employment, or added value, but also in other effects generated indirectly in other sectors of the Slovak economy. The aim of submitted paper is to highlight the importance of automotive industry for national economy and quantify overall effects of this industry in relation to the nominal gross domestic product, employment and export.

Key words:

nominal GDP, unemployment rate, export

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Business bankruptcy analysis

Corresponding author:

Sylvia Jenčová
Sylvia Jenčová, Mária Jusková

Abstract:

Improper corporate management decisions often result in conditions that are generally referred to as crises. The identification of a potential crisis during decision-making is very difficult to define precisely. The Business Code puts the concept of a "company in crisis" into practice. A business entity is in a crisis when it is in decline or it is threatened with bankruptcy. The aim of this paper is to analyze and assess the state of bankruptcy or other business crisis of a firm in terms of applicable laws, such as the applicable Business or Commercial Code, point to the crisis as a state of the enterprise, and to quantify this financial analysis as a tool for identifying the crisis in an enterprise. The starting point for the analysis is the model status items from the financial statements of the Slovak Republic Registry.

Key words:

Crisis, bankruptcy, firm, Equity, Liabilities.

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Credibility of internet purchases from a consumer perspective

Corresponding author:

Róbert Štefko
Róbert Štefko, Jaroslava Gburová, Daniela Matušíková, Patrycja Żegleń

Abstract:

In the current strongly saturated market, it is also necessary to constantly develop innovative changes and create new markets that encourage consumers to purchase behaviour. Internet and Internet marketing influence the thinking and feelings of consumers in some extent and thus motivate them to purchase. The present paper reports a theoretical summary focusing on internet marketing and the results of research on the use of Internet marketing in terms of selected Slovak consumers. The end of the article refers to knowledge that the Internet and Internet marketing greatly influence purchasing decisions and purchasing behaviour of selected Slovak consumers in any area and that is the reason why they are more and more used.

Key words:

internet purchasing, credibility on internet purchase, consumer

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Development of small and medium enterprises in tourism and impact on the optimization of the tax system

Corresponding author:

Ján Dobrovič
Ján Dobrovič, Peter Kyjovský, Jozef Polomský

Abstract:

The paper deals with aspects of regional development in Slovakia and is targeted on SMEs and their development in the Presov region with focus on tourism. The paper analyses the dominant characteristics of regional environment in relation to the EU and Slovakia (such as demographics, economics, market environment, education, technology, resources, etc.). In conclusion, recommendations for further development of SMEs are presented in accordance with the analyzed conditions on the optimization of the tax system.

Key words:

SME development, region, employment, tourism, tax, optimization of the tax system

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Development of Unemployment and Long-term Unemployment in Slovakia

Corresponding author:

Jaroslav Korečko
Jaroslav Korečko, Ivana Ondrijová

Abstract:

Historical, political, legislative and social development in Europe and in Slovakia has also been signed on the development of various forms of unemployment in our country. Among the EU Member States Slovakia belongs to the countries with the highest long-term unemployment. The development of long-term unemployment in Slovakia shows that this is a longstanding problem that negatively affects the quality of life of the population in many regions. The paper analyzes the development of unemployment and long-term unemployment in Slovakia and compares selected indicators with other Member countries. It also provides an overview of the impact of long-term unemployment on the unemployed individuals life.

Key words:

unemployment; long-term unemployment; Slovakia; European Union

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Employee engagement and its determinants: focusing on retail organizations

Corresponding author:

Viktória Ali Taha

Abstract:

Employee engagement is a popular concept that has become one of the top issues of modern management. Employee engagement is about employees' motivation, positive attitudes (towards job and organisation) and behaviours leading to improved business outcomes and organisational success. Since high engagement brings significant benefits to organizations (such as higher productivity, better performance, increased employee loyalty, increased job satisfaction level, increased profitability, lower absenteeism, lower turnover, etc.), organizations are making considerable efforts to create a supportive environment for employees. Important determinants of employee engagement include giving frequent feedback and recognition, career development/ advancement opportunities, challenging assignments, autonomy, workplace wellbeing, considerate treatment of employees, etc. In the context of the above mentioned, the aim of this study is to assess the level of employee engagement and to examine the impact of selected factors on the level of employee engagement in Slovak retail organisations (by correlation analysis). For analysis purposes, four aspects of engagement and four determinants of engagement were selected and assessed.

Key words:

employees, engagement, organization, retail

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Expenses on online marketing activities in the conditions of the Slovak market

Corresponding author:

Richard Fedorko

Abstract:

The aim of the article is to describe the specific aspects of marketing communication in the online environment as the relevant medium of our present focusing on the funds invested in this area. As part of the assessment of the direction of the given issue, the study summarizes the theoretical foundations of internet marketing, online advertising. The main focus is on the issue of online advertising spending on a global scale, focusing on the selected marketing communication tools as well as on the segment's spending on the domestic market. Another aim of the article is to point out the current state of the issue of the given area of knowledge while pointing to its difficulties and possible future development in the area.

Key words:

Marketing, Online, Náklady, E-marketing, Propagácia.

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Facebook and Instagram analysis of CPC and CTR analysis by region and industry

Corresponding author:

Ľudovít Nastišin

Abstract:

Knowing the CPCs across industries and regions can be used as a baseline to help brands calculate their advertising budgets. CTR will differ across industries, but it will also differ from region to region. This difference has to be a part of the risk assessment when brands build their advertising campaigns. We see a significant gap in advertising costs between objectives that aim to meet campaign goals at the Conversion level versus Brand Awareness stages. Instagram is growing in numbers and it is becoming increasingly more important among advertisers. Brands that advertise on Instagram tend to focus more on Link Click ads in comparison to Facebook. Presented data are relevant for this mater their main objective is to see how effectively have brands across industries and regions leveraged the platform's advertising features.

Key words:

facebook, instagram, cost per click, click through rate

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Hotel Chains operating in the Slovak Tourism Sector

Corresponding author:

Mariana Dubravská

Abstract:

The goal of this paper is to identify hotel chains operating in tourism sector in the Slovak Republic. By using scientific-cognitive methods, i.e. issue analysis, gained data synthesis, comparison a deduction hotel chains operating in tourism sector in the Slovak Republic have been identified and studied. Based on the results, we can state that Tourism in Slovakia is growing in numbers, but as a sector needs to ensure greater competitiveness.

Key words:

hotel chain; tourism; Slovak Republic

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Online communication specifics of applicants for higher education

Corresponding author:

Richard Fedorko

Abstract:

The aim of the article is to describe the specific aspects of the online communication process, both from higher education institutions and on the one hand from the applicants themselves. As part of the assessment of the direction of this issue, the article summarizes the theoretical background of the issues of internet marketing and marketing of educational institutions. Based on the analyzes, the article describes the current global state of communication preferences for university applicants. Another purpose of the article is to evaluate the possibilities that the online environment of the internet and the new marketing communication tools associated with it offer marketing activities to higher education institutions, while at the same time the ambition of the article is to point out the difficulties associated with this issue.

Key words:

E-marketing, Communication, Faculty, University, Applicants.

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Social media analysis of distribution of ad objectives and spend by selected industry

Corresponding author:

Ľudovít Nastišin

Abstract:

This paper reports the latest trends of advertising on social media. Social media advertising means to gain traffic or attention of online users through social media sites. Today, when a user thinks about buying something, he first comes to the internet, searches for that product, compares its price with other competing brands and takes a decision, which one to buy. Paper focuses on the two main areas, namely Distribution of Ad Objectives by Industry and Distribution of Spend by Ad Objective. On the other side of this analysis stand Link Clicks, Video Views, Page Likes, Conversions, Brand Awareness and Reach. Reported analysis has been performed on 250,000 Facebook & Instagram Ads.Results showed significantly different point scores thoroughout selected fields as shown later.

Key words:

social media, advertising, spend, industry

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The impact of brand reactions in the YouTube environment

Corresponding author:

Igor Fedorko

Abstract:

The main goal of this work is to analyze brand building through social media as one of the existing tools in the online environment in which today's businesses operate, and where brands can pursue their own brand building efforts or support individual corporate goals. The data is gained directly from social media - YouTube. The data is selected for investigation purposes. Specified subjects will be examined for a qualitative survey with examples, the selected parameters will be presented in the tables and some of them will be subsequently visualized in charts. For metrics relevant to the survey, we will perform a statistical analysis that will determine the relevance of community-building relationships in social media. For the purpose of this work, we analyzed the brand Nike. Its presence on social media has been evaluated on the basis of real communication, which has undergone a quantitative and qualitative analysis according to identified criteria.

Key words:

youtube, online marketing, branding

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The impact of the price as part of the marketing mix in tourism to perceive the accommodation facility

Corresponding author:

Radovan Bačík
Radovan Bačík, Igor Fedorko

Abstract:

The main objective of this article was to find statistically significant differences in price perception as part of the marketing mix and their impact on the perception of tourist accommodation facilities. As a way of collecting information, we chose questionnaires and the surveyed responded anonymously. There are 8 questions in the questionnaire which focuses on the issues of a restaurant. The results suggest that there are no statistically significant differences in perceived meal prices from the menus and between the satisfaction with the menu in the dimension of its extension.

Key words:

price, marketing mix, tourism

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The most important human capital trends in stage of globalization in current time

Corresponding author:

Ľuba Tomčíková

Abstract:

Human resources, the management of an organization's policies and procedures relating to its employees, has historically been seen as a somewhat insular task. But with the rise of globalization and mass communication, the world is becoming a smaller place. Businesses, even small ones, are now connected across cultural and geographic boundaries. As a result, global trends are affecting human resources management within organizations of all sizes. Globalization is causing businesses to rethink their human resources strategies. Organizations can now recruit employees from all around the world and subsequently are able to sell products and services across geographic and cultural boundaries. The effects of globalization on huam resources have initiated a number of trends in the workplace. The article presents actual trends in the field of human resources management and it points out the results of a survey which identifies the most important global human capital trends in current time.

Key words:

human resources management; globalization; human capital trends, technologies; organization.

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