Abstract A role of social media in a communication process with a contemporary customer is systematically increasing, which is reflected in a size of marketing budgets allocated to this objective. Hence, people have always shared their opinions, remarks, and feelings, and social networking sites are perfect space for that purpose. Brands, which will understand the social media essence and lead a narration with their customers in a creative way, have an opportunity to last longer in their awareness. However, it is worth to consider what the customers expect and what they are inspired by which makes them active in social networking services.
Along this article we share our research in the field of urban creativity, in particular on how smart cities are becoming more and more independent and developing a spirit of sustainable autonomy that somehow creates creative opportunities in terms of memory and cultural identity. Our current article raises the issue of how can smart cities affect the creative process? We believe that creativity becomes a process linked into a digital world and becomes much more interactive. That is why new ways of artistic and digital expression can be welcomed by those who are used to new technologies, which daily influence human activity in the space of the city. In other words, with the use of the existing technology inside the cities and their interconnections with other cities we can conceive creative strategies that will contribute to preserve the memory as well as the cultural and creative identity of a people. Video-mapping is precisely one of those creative strategies, once it will directly interact between the real dimension and the virtual dimension. The use of video-mapping, as an element of covering the facades of buildings, can somehow help to make the streets more dynamic and transform them into other atmospheres. The city becomes part of the third dimension and people are interacting between the real and the virtual. The management of the urban space has been gradually changing and following the technological advance. Mobility and sustainability is one of the key factors in which a smart city has invested the most. Now is the time to invest in a relationship between the city and the people, making it more humane and giving space for creativity.
The purpose of this paper is to examine the experiences of university teaching staff in Poland in a forced work-from-home situation and its impact on autonomy, productivity, labour relationships, work-life balance, and job satisfaction. A conceptual model based on the literature review was built and empirically verified using structural modelling. A pandemic-enforced shift to remote work negatively affected job satisfaction, increased productivity and reduced autonomy perceived by the university teaching staff. This study differs from the previous ones in that the requirement for mandatory remote work during the crisis has a different impact on employees' perceptions of autonomy, satisfaction, productivity, work-life balance, and relationships compared to when the transition to remote work was a voluntary choice. Plenty of lessons remain to be learned from the initial response to the COVID-19 crisis and experience acquired under the disruptive circumstances of the pandemic. Universities should pay closer attention to the needs of employees and current digitalization trends and implement specific strategies to foster work-life balance so that research and teaching staff can develop academic activities and provide expected results even in an unfavourable environment while maintaining teaching quality. In the long run, these actions can lead to the creation of agile universities.
