Podrobný výpis o publikaci

Research background: In today’s global world, there is an increase in the volume of globally tradable goods and services, which is associated with significant pressures to maintain competitiveness, all under the conditions of sustainable development. In an effort to attract new customers and retain existing clientele, businesses implement CRM strategies and use its tools to communicate with potential consumers. An important tool for information dissemination in the era of dynamic information technology development is „electronic word of mouth (eWOM)“ and social networks. In recent years, however, there has been an increase in the intensity and aggressiveness of marketing communication messages, which increase awareness and stimulate purchase, but can also be a barrier and cause rejection of products and services. Purpose of the article: The aim of the article was to identify attitudes towards different intensities of messages about sustainable, i.e., how the intensity of communication through various CRM platforms is reflected in the decision-making processes of potential users of products or services. Furthermore, intergenerational differences were identified. Methods: The influence of the intensity of communication messages on the decision-making process was determined based on our own questionnaire survey and subsequently compared with the results of other scientific studies. Furthermore, intergenerational differences were identified using the Pearson chi-square test. Findings & Value added: It is evident that the decision-making of potential customers is influenced by the intensity of messages. It has been found that excessive intensity leads to negative decision-making. Regarding the decision-making for sustainable services and products, Generation Z is more susceptible to receiving information and purchase intentions from electronic media and social networks.