Winners of the seventh edition (2021)

The results of the seventh edition of the competition in the name of Professor Roman Głowacki

for the best master's and bachelor's thesis

in the field of marketing, commerce and consumption

organized by the Polish Scientific Society of Marketing


Master's thesis

In the category of Master's theses, the competition was won by

Marta Boguszewska, MA Wpływ postrzeganego wizerunku pracodawcy na aktywność pracowników w mediach społecznościowych i przywiązanie do pracodawcy, Kozminski University, supervisor: Jolanta Tkaczyk, PhD

The following students were distinguished:

Mikołaj Sobolewski, MA Akceptacja studentów dla sztucznej inteligencji posługującej się impulsami psychologicznymi, Poznań University of Economics and Business; supervisor: professor Grzegorz Leszczyński, PhD

Małgorzata Karwacka, MA Komunikacja marketingowa na rynku produktów dla dzieci a zaangażowanie odbiorców w mediach społecznościowych, University of Warsaw, supervisor: Anna Bianchi, PhD


Bachelor's thesis

In the category of Bachelor's theses, the competition was won by:

Zuzanna Jakś, BA Skuteczność strategii narracyjnej zorientowanej na markę i produkt w e-commerce, Poznan University of Economics and Business, supervisor: professor Andrzej Szymkowiak, PhD

The following students were distinguished:

Dominika Gołębiewska, BA Economic offerings post-COVID-19 in the context of Generation Y’s perceptions of tourism experiences, Poznan University of Economics and Business, supervisor: Joanna Schmidt, PhD

Karolina Bielawska, BA The Image of Miss Polonia Brand, Lodz University of Technology, supervisor: professor Magdalena Grębosz-Krawczyk, PhD, Eng.


Biography of the winners and summary

Marta Boguszewska, MA - a graduate of Applied Linguistics, at the University of Warsaw (2015-2018) and Management in Virtual Environments, at the Kozminski University (2019-2021). She was awarded the Rector's Scholarship of Kozminski University for her high scientific achievements in the academic year 2019-2020.

Her research interests include digital marketing and digital transformation, brand management, change management, as well as the phenomena of Employee Advocacy and Employee Ambassadorship in the context of social media. She has been responsible for HR internal marketing and communication activities in Deutsche Telekom for over three years.



The growing role of digitization and the pandemic changed the way of building a long-term image of employer and attracting talents. The solution turned out be the effective implementation of activities around Employee Advocacy on social media making use of the potential of human capital. The main objective of the master’s thesis was therefore to identify the phenomenon of Employee Advocacy at Deutsche Telekom. The following was taken as the main research hypothesis: the stronger the perceived employer image among employees of Deutsche Telekom, the higher becomes their activity on social media. A mixed methodology was used in this study. As a quantitative method a computer-assisted web interviewing was used. In case of qualitative method, a structured in-depth individual interviews (IDI) with four experts in the fields of Employer Branding, HR Marketing and Digital Marketing and Social Media was conducted. In the theoretical part the issue of (the image of) corporate brand and employer brand, the key tools needed to build an employer image online as well as the phenomena of Employee Advocacy and Employee Ambassadorship were characterized. In the thesis, international scientific marketing and management literature, as well as materials of the above-mentioned company were analysed.

It was proven that there is no direct correlation between perceived employer image and Deutsche Telekom employees’ social media activity, but instead there is an indirect correlation between these variables. The existence of a relation between perceived employer image and employee’s attachment to the employer brand, as well as employees’ attachment to the employer brand and employees’ social media activity was proved. There is the feeling of an attachment to the employer brand, which is stronger than loyalty, that influences employees to engage in voluntary activity for the employer online.



Zuzanna Jakś, BA completed Bachelor’s degree in Management at the Poznań University of Economics and Business. Currently, a first-year student of Master’s Degree in the field of Management, specialization in Trade and Marketing at the same university and Business and a first-year student of Master’s degree in the field of New Media in Communication at the Adam Mickiewicz University. She has been awarded the rector’s scholarship for the best students. Laureate of prose competitions and finalist of the Creative Visionaries competition organized by GPD Agency.



The subject of this paper focuses on the analysis of the effectiveness of brand and product-oriented narratives in e-commerce. In the face of the growing competition on the market and the decline in the attractiveness and effectiveness of traditional, often aggressive advertising methods, it has been noticed that storytelling is becoming increasingly important and is more often used by enterprises to build relationships with customers. In the paper an experimental approach was chosen, examining how the narration in e-commerce affects customer’s perception of the offer. Literature in the field of marketing, sales and psychology was used, and also a reference to the Elaboration Model of Persuasion was made. In the study eight side hypotheses were adopted, concerning the impact of the narrative used in the offer on the general impression of consumers, brand and product assessment, the willingness to recommend, purchasing intentions, perceived purchase value, product authenticity and quality. For the purposes of the study, the main hypothesis was established, which states that the product narrative plays a more important role in shaping the perception of consumers than the brand-oriented narrative. An empirical study was conducted using survey questionnaire with 413 respondents. The results were statistically analysed, using one-way analysis of variance for independent samples (ANOVA). The revealed results confirmed the side hypotheses. The main hypothesis was only partially confirmed. That is why it cannot be clearly established that a particular type of narration has stronger impact on influencing consumer perception, although the narrative used in e-commerce plays a significant role in shaping the perception of consumers. The results revealed during the study may turn out to be useful for actual market activities. It is assumed that the appropriate construction of a narrative in marketing communication may lead to an increase in positive reception and intensification of consumers’ purchasing intentions.