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Continuous technological development creates new possibilities for the study of the market behaviour of audiences visiting cultural institutions. Beacons are among the most promising directions in this regard. Using beacons allows not only for effective communication with visitors at the institution, but also makes it possible to observe their behaviour. This article contains an analysis of interviews conducted in selected museums using beacon technology and presents the qualitative results. On the basis of the research, the article outlines the potential level of utilization of the application in monitoring the behaviour of the audience, and analyses technology development trends. The presented results can be a con-tribution to further research, and an inspiration to find other topics for research in imaging the marketing activity of museums.

"This book is an innovative attempt to identify and analyse the processes related to social influence in online buying behaviour, with special attention given to the phenomenon of social proof, which is the basis of social media, recommendation marketing and word of mouth (WOM) marketing. It empirically verifies the factors which influence the effectiveness of social proof, as well as identifying relevant impact factors. Opening with a literature review of this concept from the perspective of social psychology, sociology and marketing, this interdisciplinary approach to the issue allows for an in-depth understanding of the mechanisms of the effective use of social proof in contemporary online marketing. Following this, in the context of theoretical considerations, the author analyses the social role and significance of social proof in the buying behaviours of online consumers. The second half of the book presents the results of the author's quantitative and qualitative research of the effectiveness of social proof. The quantitative research verifies the hypotheses concerning the social role and significance of social proof in buying decisions and identifies the level of confidence in the opinions expressed by other web users. The qualitative research focuses on the empirical verification of the effectiveness of social proof mechanisms. Additionally, attention is given to sensitivity to social proof, i.e., the factors that increase the effectiveness of such messages, both from the sender's and recipient's perspective, as well as the forms and channels of communication. Written for scholars and researchers interested in the debate on the transparency of activities carried out by companies in the area of online marketing, the book's detailed analysis of influence utilising both quantitative and qualitative studies may be of interest to a wider group of academics including economists, psychologists and sociologists"--

This study investigated social-media-based anti-brand communication. Guided by consumer boycotts and brand cancellation theory, the author conducted a qualitative study based on content analysis of tweets about 59 international brands that remained in Russia after the invasion in February 2022. The research was conducted on Twitter between August 10 and 17, 2022. The study aimed to determine whether brands that have decided to stay in Russia are still exposed to negative WoM, calls for a boycott or brand cancellation after 6 months since the war began. The obtained results made it possible to identify the number of tweets and their content and sentiment. They also showed the dynamics of negative WoM publications on social media and their character. The practical implications are the following: brands exposed to consumer boycotts, depending on their business goals, may decide to adopt a "wait-out" strategy.