The role of marketing communications in the market for socially quasi-significant goods Formation (on the example of metal-plastic products)

• Published in: Zeszyty Naukowe Wyższej Szkoły Finansów i Prawa w Bielsku-Białej Vol. 28; no. 1
• Main Authors: Kateryna Kalynets, Yevhen Krykavskyy, Ignacy Petecki
• Format: Journal Article
• Language: English
• Published: University of Applied Sciences in Bielsko-Biała 01.03.2024
• Subjects: consumer goods; endemic goods; marketing communication; non-endemic goods; strategy of development
• ISSN: 2543-9103; 2543-411X
• DOI: 10.19192/wsfip.sj1.2024.5

The classification of goods as socially significant is crucial for a country's regulatory policy, ensuring their accessibility to the general population. In contemporary conditions, regulating the social quasi-significance of goods has gained prominence. This research explores the impact of marketing communication on consumer behavior in purchasing socially significant goods. The study addresses the potential creation of an "imaginary" meaning for non-socially significant goods through marketing strategies. Amidst wartime inflation affecting purchasing power, the research focuses on consumer reactions to advertisements and recommendations in various marketing channels. Using SPSS for data analysis from 48 respondents, the results indicate a positive influence of advertising and social network communication on consumers' perception of social goods, impacting brand trust. Additionally, perceived value and trust from other social network users contribute to the product's perceived need and the desire to purchase. This study provides valuable evidence and insights into the intricacies of forming marketing communications, contributing to scientific research in this domain.