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The complex triadic relationships among consumers, providers, and platforms in the sharing economy have led to increasing conflicts in the interactions between the actors involved, especially when it comes to unethical behavior, such as rule breaking by consumers. This paper examines consumer misbehavior from the perspective of their peers, i.e., service providers. In two studies (an experiment and a survey, combined N = 452), we observe a significant positive effect of ethical climate and a significant negative effect of trust in consumers on providers' strictness of ethical judgments of consumer misbehavior and through this on negative word of mouth. Further, the survey results show that the relationship between the strictness of ethical judgments and negative word of mouth is only significant for providers with low or medium levels of trust in the platform. The results highlight the importance of regulating consumer misbehavior in the sharing economy.

This research examines the ethically minded consumer behavior (EMCB) and its antecedents and consequences in the context of ethical clothes. Its objective is to test the relationships among the reasons for and against buying, subjective knowledge, EMCB and intention to purchase ethical clothes. The authors use survey data from 280 consumers to test the conceptual model. Support is provided for the majority of the hypothesized relationships: reasons for buying and subjective knowledge positively and reasons against buying negatively affect EMCB, and EMCB in turn positively influences the intention to purchase. Additionally, reasons against buying decrease the intention. The study also dis- cusses implications for companies.

Advertising is evolving at a steady pace, and the challenges that it is facing are significantly different from what they used to be. Nevertheless, an initial advertising goal, the one that precedes any future goal, attracting consumers’ attention, remains the same. The consumer attention is being refered to as the gatekeeper for higher order advertising outcomes. Advertisers’ aim is, thus, effectively attract consumers’ attention and guide it towards their message. Relationship between the advertisement presentation and these higher order advertising outcomes, such as positive feelings towards the product, brand loyalty, actual purchase, etc. is rather small. Especially compared to other promotional and contextual factors such as inertia, loyalty and prior purchases which explain almost two thirds in the variability of consumer behavior in markets. The sheer amount of events transpiring between the advert presentation and the consumers’ behaviour can confound the total advertising effects. For this reason, it is marketers’ goal to positively influence each event under their direct control, and advertisement design is certainly one of them. The present research continues on the abundance of research aimed at discovering how to most effectively attract consumers’ attention which started in the 1990s. Such studies report that consumers are attending to advertisements differently based on their involvement with the brand, brand attitude and ad recall ; that advertisement’s property to effectively hijack viewers’ attention and increase the future ad recall is related to advert being perceived as obtrusive and distracting and ; that three factors thought to influence consumers’ allocation of attention to ad processing aside from the task at hand are consumers’ motivation, opportunity and ability. Throughout the previous period, various ad design characteristics have been tested for their attention attracting properties including advertisement’s size, number of letters and clearance from the road., etc. Surprisingly, despite the fact that more than half of all the advertisements show human face in them, the human face has not received enough researchers’ attention, as it did consumers’. This practice has been related with an easier advertisement recall and more positive attitudes and purchase intentions according to scarce literature on the matter. However, even those researches that did explore human face in advertising context, have not focused on the factors influencing face’s ability to automatically attract attention, nor what happens with consumers’ attention once it is captured by the human face in advert. Through the course of the dissertation it will be argued that potential mechanisms through which human face is efficient in attracting consumers’ attention towards the ad are the model’s eye gaze and emotional expression. Eyes are regarded as one of the most important social stimuli capable of expressing complex mental states such as beliefs, desires and emotions. Thus, we will argue that this evolutionary importance of attending and recognizing another’s gaze direction can be utilized as the way of either attracting attention to the ad itself, or to guide attention towards the specific ad element (to which the model is gazing at). Much like eye gaze, facial expression of emotion is a primary channel through which individual is expressing his emotional state. Following the same rationale, people have evolved mechanisms for quick detection and recognition of emotional expressions, since it was preferential for an individual to give themselves enough time to prepare for the possible fight or flight when confronted with an individual expressing anger, for example. Final factor being researched through the course of the present thesis is the consumers’ cognitive load. It is almost impossible to research advertisement without including consumers’ cognitive resources which are more readily invested in other activities than to advertisement. This problem has been emphasized by the proliferation of the new media channels which has led to consumers being exposed to a huge amount of advertisements presented simultaneously through different channels. Each of these stimuli is competing for the same resource, consumers’ attention. To test whether advertisements’ efficiency can be enhanced by the use of the evolutionary important social stimulus, such as human face, and how is this relationship dependent on the consumers’ cognitive load, two studies were designed. In each study, one type of cognitive load was manipulated. By increasing the complexity of the scene in which the advertisement stimuli were presented, external cognitive load (i.e. the amount of information presented in the visual field) is manipulated, and its effect on attention is examined for different types of advertisement stimuli. Participants’ internal cognitive load was manipulated in the second study by involving them with a memory task in which they are required to memorize a short (low load) or a long (high load) digit string for the duration of the study. This time, we had tested how does the ad design affect not only attention to advertised product, but also how the advertisement is perceived by the consumer depending on the different mental effort involved with advertisement processing. Results confirmed predictions from the evolutionary psychology that human face’s importance can be used as a way of increasing advertisements’ attention grabbing efficiency, but also the attitudes toward the presented ad. Possible reason for such finding is the ease with which the face is being processed and perceived due to its evolutionary importance which has made the face prioritized by humans’ cognitive system. Most importantly, we have gained a support for the observation that faces can be also used to point viewer’s attention to the certain place where the key advertisement message, or product is presented on advert. The mechanism through which the face acts as the efficient attention grabber is the increased saliency of the ad. When the advertised product’s saliency is significantly higher than the saliency of the surrounding stimuli, all other design characteristics are less important. This can be achieved in a number of ways, such as by varying the product’s colour, luminescence, size, orientation, etc. However, when the advertised product, or an ad itself does not automatically pop-out from its surrounding, consumers’ attention is being guided by the stimuli which are preferentially searched for, for example human face making the advertisement containing it more salient compared to its surrounding. Model’s emotional expression (happiness) significantly increased advertisements’ saliency, resulting in shorter search times compared to other emotional expression and other cue types. The same emotion was positively related with the ad evaluation. Eye gaze effect was not as strong as the emotional expression, although some reduction in time needed for reacting to a presented product was observed, effect was rather small. Finally, internal cognitive load, unlike the external one, was not associated with attention (i.e. reaction time) needed for clicking the advertised product. Instead, internal cognitive load had a significant effect on ad evaluation phase, with ads being perceived more positive when consumers had more of their cognitive resources at their disposal (low internal load).

Despite extensive corporate social responsibility (CSR) literature most of research has examined corporate performance as its only outcome. We aim to fill this gap by assessing companies’ perceptions of their CSR activities’ benefits for society and specific stakeholders. We discuss societal trends such as diversity and inclusion embedded in employee-focused CSR conceptualization as a prerequisite for the perception of CSR’s societal impact. We bring together CSR and relationship marketing theories to test a conceptual model on a sample of 411 business-to-business (B2B) companies. The results confirm a positive relationship between employee-oriented CSR and the perceived usefulness of CSR actions for society, customers and employees (but not suppliers). In order to maximize relationship quality, CSR activities should be targeted at specific stakeholders (customers and employees) and not at society at large. Finally, differences are observed between SMEs and large B2B firms with opposite perceptions of antecedents and outcomes of relationship quality.

Soluma je B2B podjetje, ki se ukvarja z digitalizacijo procesov. Glavni namen diplomskega dela je bil povečati dejavnost podjetja Soluma na področju oglaševanja na družbenih omrežjih in spoznati, kako pri uporabniku z oglasom vzbuditi zanimanje in ga prepricˇati h kliku. V procesu izdelave diplomskega dela so nastali trije oglasi in tri oglasne kampanje, kjer smo oglaševali produkt podjetja – Soluma WebScan. V teoretičnem delu smo raziskovali psihologijo barv, kako se razlikuje trženje za B2B in B2C podjetja, načela oblikovanja informacij in pomen A/B testiranja. Eksperimentalno delo vsebuje predstavitev podjetja in oblikovanje oglasov in kampanj. Izdelali smo tri kampanje. Z vsako smo preizkušali drugo spremenljivko. Prva je preizkušala vpliv uporabe slik in animacij. Druga, kako koda s popustom vpliva na število klikov. In tretja, kako poteka pot uporabnika, če uporabimo povezavo do druge spletne strani. Pri izdelavi diplomskega dela smo uporabljali programsko opremo Adobe (Photoshop, Illustrator, After Effects). Za objavo oglasov smo uporabili Meta Business Suite. Poleg tega smo izvedli še anketo v programu Google Obrazci. Predpostavili smo, da bo oglasˇevanje, kjer bodo informacije prikazane v obliki animacije, dobilo vecˇ klikov, kar smo v praktičnem delu ovrgli. Statični oglas je prejel več klikov kot oglas z animiranimi deli. Pred začetkom smo predvideli, da se bodo glede na barvne kombinacije anketiranci najbolje odzvali na kombinacijo z modro barvo, kar smo v eksperimentalnem delu tudi potrdili. Pri oglasˇevanju, kjer je bila dodana povezava do strani produkta, je ta zadrzˇala vecˇ potencialnih strank kot oglasˇevanje, kjer je povezava vodila do glavne strani podjetja. To smo potrdili, saj je iz glavne strani prišlo le 5 uporabnikov, drugi pa so stran takoj zapustili. Hipotezo, s katero smo predvideli, da bo oglas z dodano kodo prejel večje število klikov, smo z raziskovalnim delom potrdili, tako kot tudi hipotezo, da je najpogosteje zastopana starostna skupina na Facebooku 25?34 let. Do klika smo uporabnike vodili z opredelitvijo bistvene težave, ki jo ima naša ciljna skupina in ki jo z uporabo WebScana lahko rešijo. Prav tako smo ugotovili, da je pomembno sporočilo predstaviti vizualno in pisno jasno. Soluma is a B2B company engaged in process digitization. The main purpose of the diploma thesis was to increase the activity of the company Soluma in the field of advertising on social networks. And learn how to intrigue the user with the ad and convince them to click. In the process of the diploma work, three advertisements and three advertisement campaigns were created. Where the company's product was advertised - Soluma WebScan. In the theoretical part, we researched the psychology of colors, how marketing differs for B2B and B2C companies, the principles of information design and the importance of A / B testing. The experimental work includes the presentation of the company and the design of advertisements and campaigns. We produced three campaigns, each testing a different variable. The first tested the impact of using images and animations. The second is how the discount code affects the number of clicks. And third, how the user’s path works if we use a link to another website. In the diploma work we used Adobe software (Photoshop, Illustrator, After Effects). We used Meta Business Suite to run ads. In addition, we conducted a survey in the Google Forms program. We assumed that advertising, where the information will be displayed in the form of animation, will get more clicks, which we refuted in the practical part. A static ad received more clicks than an ad with animated parts. Before the start, we predicted that in terms of color combinations, respondents would respond best to the combination with blue, which we also confirmed in the experimental part. Advertising that linked to the product page retained more leads than advertising that linked to the main company page. We confirmed this, as only 5 users came from the main page, and the rest immediately left the page. We confirmed the hypothesis, where we predicted that an ad with an added code would receive a greater number of clicks, as well as the hypothesis that the most frequently represented age group on Facebook is 25䀒34 years old. We intrigued users until they clicked by defining the essential problem that our target group has and can solve using WebScan. It is also important to clearly present the message visually and in writing.