<abstract xmlns="http://www.w3.org/1999/xhtml">

The article discusses the issue of influencer marketing in the context of social, technological and individual changes that affect the effectiveness of marketing communications. Limitations resulting from consumer preferences, media fragmentation and information overload make it increasingly difficult for brands to build awareness and reach audiences. Influencer marketing is an area that is increasingly willing to be used in the communication mix, but also in this area, we observe a growing number of limitations, which are worth being aware of when planning activities in this area. The purpose of this paper is to identify the limitations arising from the use of algorithms by social media platforms that determine the layout and visibility of content in the feed. The author developed an overview of algorithm changes on the Instagram platform and reviewed the literature on this issue concerning the Instagram platform, which is indicated as the most frequently used by marketers for activities in the field of influencer marketing. Visibility restrictions due to algorithms affect not only brands but also influencers. However, influencers take a number of actions to recognise the rules imposed by algorithms, thus building greater visibility for their content. Additionally, they can support brands with their expert experience. Therefore, the choice of an influencer for cooperation should, in addition to essential parameters related to brand fit, consider the effectiveness of reaching new audiences through the skilful use of knowledge and experience in the changing rules of algorithms.
</abstract>

Areas of influence in influencer marketing. To what extent is the communication under brand control?

<abstract xmlns="http://www.w3.org/1999/xhtml">

Omnichannel as a concept was introduced to the business practice due to the development of multichannel actions and their integration. This paper aims to identify processes and phenomena occurring in an omnichannel environment in the past years (2020–2022) and their evaluation based on the literature. We used the literature review method, focusing mainly on two professional journals: <italic>Total Retail and Multichannel Merchant.</italic> Based on the literature studies, we can say that in the analysed period, the major issues discussed were the extension of customer experience and personalisation of contact, development of offered ways of delivery (including the curbside delivery or ‘dock and load’) and payment methods (including m-payments), the need for more frequent actualisation of POS solutions, changes in the way in which stock and supplier relations are managed, implementation of new technologies (such as headless e-commerce and Progressive Web Application [PWA]), development of contact-less shopping and further development of sustainable commerce.
</abstract>

Omnichannel environment — phenomena, processes and the directions of change

<abstract xmlns="http://www.w3.org/1999/xhtml">

This article’s aim is an attempt to identify the scope and ways of implementing content marketing on the websites of dairy companies. To achieve the stated objective, 15 dairy company websites were analysed using the content analysis method. It was observed that the companies surveyed use content marketing in different ways on their company websites, with the aim of distributing attractive content designed to persuade the customer to act accordingly. Companies are recognising the increasing role of content marketing and the opportunities for its implementation on the company website. However, there is great potential to intensify activities in this area.
</abstract>

The use of content marketing on the websites of dairy companies

<abstract xmlns="http://www.w3.org/1999/xhtml">

This is a research article whose main objective is to discuss the impact of the COVID-19 pandemic on the activities of research institutes in Poland. The sources of the paper are the results of surveys conducted twice in 2020, on a selected sample of research institutes associated with the Main Council of Research Institutes. For the purposes of the article, surveys of the literature and available sources were made, and the method of analysis and synthesis was applied. The article closes with a summary containing the most important conclusions.
</abstract>

Impact of the covid-19 pandemic on the activities and implementation of polish research institutes and their statutory activities in 2020–2021

<abstract xmlns="http://www.w3.org/1999/xhtml">

The aim of the article is an attempt at empirical verification of the function of marketing communication. The objective formulated in this way aims to assess the content that companies attribute in their strategies to the basic functions of marketing communication. Thus, it defines an interesting problem of the reception of communication functions by enterprises in the practice of promotional activities. This assessment was made possible by empirical research on a sample of 103 companies. Their selection was random and quota-based with the use of controls due to the industry and the size of employment. The study employed open interviews based on the CATI methodology. The structure of the presented consideration is presented in Figure 1. The work consists of two parts. The first part considers the morphology of marketing communication. It focuses on the structure of the function of marketing communication, and it identifies its three major functions. The second part refers to the results of empirical research and presents its empirical assessment. It aims to identify the actual objectives of communication in the context of its informative function and the principles and value of communicated messages-the forms of persuasion and influence exerted on consumers as well as the role of communication as a company’s competitive strategy in the sector.
</abstract>

Reception of the Marketing Communication Function in the Light of Enterprise Research

<abstract xmlns="http://www.w3.org/1999/xhtml">

Historically, the Caucasus has always been the object of special interest of dominant international actors due to its favourable geographical location. Such interest continues today. Despite the difficulties in the region (internal conflicts, different economic and political environments), the Caucasus countries-Georgia, Armenia and Azerbaijan-are taking significant steps towards establishing close and solid relations with the European Union (EU), improving the economy, and improving politics. The purpose of this article is to analyse the elements of industry and science cooperation. The university and business cooperation is seen as a very complex field and an important component of the country’s innovative ecosystem which has long been the subject of research and analysis. The presented article provides for a study of the innovation ecosystem and its infrastructure in the countries of the Caucasus, and mechanisms for the development of the university and businessm cooperation (UBC) process, which is of particular importance for these countries, which are characterized by very low rates of innovation and competitiveness.
</abstract>

The universities and business cooperation — a look from the caucasus countries

<abstract xmlns="http://www.w3.org/1999/xhtml">

The entrepreneurial discovery process (EDP) is an element of the Research and Innovation Strategy for Smart Specialisation (RIS3) concept, which is the basis for activities carried out in European Union (EU) regions in the area of innovation policies. The process requires the creation of an institutional structure (cooperation network) that allows for coordinated and continuous cooperation between representatives of entities that create regional innovation systems. These include: authorities, scientific and research units, entrepreneurs and civil society. The purpose of this article is to present the role of scientific and research units in the cooperation network, as well as the possibility of using their innovation potential when conducting EDP. On the basis of market research in 10 regions, the authors identified practical examples of cooperation carried out in selected seven EU regions (partner regions participating in a project called <italic>Beyond EDP</italic>).
</abstract>

The innovative potential of scientific and research units in the process of entrepreneurial discovery — examples from selected eu regions

AHEAD OF PRINT

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Volume 27 (2018): Issue 1 (March 2018)

Volume 26 (2017): Issue 4 (December 2017)

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Marketing of Scientific and Research Organizations

The main goal of the journal is to present the newest research results and practical solutions that are being implemented by scientific and research organisations amongst which are the leading European scientific institutes, education institutions and technology parks. The journal brings together the marketing staff of research institutes, higher education institutions and interested parties to enable the further broadening of knowledge and competencies and which enables renowned key players, leading scientists and practitioners in the field of marketing from the whole of Europe to truly join forces. Articles published in this journal range from marketing theory and practice through the possible uses and scope of marketing in practice in the Polish and international economic sector. It also presents the experiences of Polish and international organizations involved in scientific research. Marketing of Scientific and Research Organizations publishes in the Open Access system – free of charge. For authors, publishing in an Open Access journal offers increased citation rates, quicker impact, and wider research collaborations.  Rejection rate:   20%  Main topics:  1. Marketing tools of scientific and research organisations:    E-mail marketing  E-marketing of scientific and research organisations  Marketing strategies in combating the economic crisis  On-line marketing strategies  Education and work fairs as a form of promotion  Trends in marketing studies  Marketing trends and directions of scientific and research organisations  Implementation of new domestic and international strategies  Analytical and research tools in the marketing of scientific and research organisations  Search engine optimisation  2. Social media:    Facebook marketing trends  The Impact of Internet in Public Relations  Legal framework for social media marketing  Social media and SEO  New societies in marketing  Social networks and recommendations of the best communication solutions  Social media – it is not only Facebook  Social media – blogs, forums, chats  3. Marketing communication management:    Research on the effectiveness and efficiency of marketing communication  Building the positive image of scientific and research organisations  The significance of the brand in the operations of a scientific organisation  Strategic management in scientific and research organisations in the Polish economic practice  Product management in research services  Corporate social responsibility (CSR) in theory and practice  B2B marketing  Mobile marketing  Personal marketing as a tool for creating the scientific organisation’s image  Psychology of advertising  Media relations – effective media cooperation  Media trends  4. Selected detailed topics:    Celebrities in advertising of scientific and research institutions  Event marketing  Experiences of a direct marketing agency  Marketing in a scientific library  Sources of funding scientific research  Ethics in marketing  Advantages of cooperation between scientific organisations and enterprises  Employee intellectual capital – the advantage of a competitive institution  Marketing of higher education institutions  Determinants of marketing and the effects of the crisis on a scientific and research organisation  Copyright and intellectual property in marketing and advertising  5. Marketing of new technologies and R&amp;D products:    Marketing mix tools in the implementation of new technologies and R&amp;D products  New technologies in marketing  The use of new technology tools in marketing  Marketing and strategies of start-ups  Commercialization of research results and new technologies  Transfer of knowledge from science and research centres to industry  Technological trends and the use of marketing tools  Management of products / offers portfolio of the research and development institution  TechnoMarketing  New technologies and marketing strategies  MarTech market     Archiving  Sciendo archives the contents of this journal in Portico - digital long-term preservation service of scholarly books, journals and collections.  Plagiarism Policy  The editorial board is participating in a growing community of Similarity Check System's users in order to ensure that the content published is original and trustworthy. Similarity Check is a medium that allows for comprehensive manuscripts screening, aimed to eliminate plagiarism and provide a high standard and quality peer-review process.  This journal is primarily targeted at professionals dealing with the marketing of scientific and research organizations. Its target readers include the staff of research institutes, higher education institutions, academic research centres, and organizations, associations and establishments providing assistance in scientific research, as well as students and all those who are interested in the subjects covered by the research.  The journal not only offers a unique opportunity to become familiar with the current trends, new tools and instruments and strategies in the marketing of scientific and research organisations but is also constitute the ideal professional environment for the fruitful exchange of views and constitute an invaluable networking scenario. 