Přehled o publikaci

Research background: In today’s current globalised world, there is a growing volume of globally tradable goods and services, which is associated with significant pressure to maintain competitiveness, all under the conditions of sustainable development. In an effort to attract new customers and retain existing ones, businesses implement CRM strategies and communicate with potential consumers through its tools. In this era of dynamic information technology development, “electronic word-of-mouth (eWoM)” and social networks have become significant tools for information transfer. In recent years, however, there has been an increase in the intensity and aggressiveness of marketing communication messages; while these increase awareness and stimulate purchases, they can also act as a barrier and lead to the rejection of products and services. Purpose of the article: The aim of the article was to identify attitudes towards various levels of message intensity – i.e. how the intensity of communication through different 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 communication message intensity on the decision-making process was determined based on a custom questionnaire survey and subsequently compared with the results of other scientific studies. Additionally, intergenerational differences were identified utilising the Pearson’s chi-squared test. Findings & Value added: It is evident that the decision-making behaviour of potential customers is influenced by message intensity. It was found that excessive intensity leads to negative decision-making. Regarding decision-making for sustainable services and products, Generation Z is the generation more susceptible to information acceptance and purchase intent from electronic media and social networks.