Winners of the sixth edition (2020)

The results of the sixth 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

Aleksandra Nowak, MA Content marketing w ujęciu strategicznym i narzędziowym, Wroclaw University of Economics and Business, supervisor: Professor Magdalena Sobocińska, PhD

The following students were distinguished:

Karolina Matełka, MA Uwarunkowania akceptacji elektromobilności w Polsce, Kozminski University, supervisor: Jolanta Tkaczyk, PhD

Agnieszka Zyzańska, MA Wykorzystanie koncepcji gospodarki doświadczeń na przykładzie escape roomów w Polsce, University of Warsaw, supervisor: Agnieszka Kacprzak, PhD


Bachelor's thesis

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

Dijora Kopacz, BA Wpływ bliskości relacji na decyzje zakupowe dotyczące prezentów, Poznan University of Economics and Business, supervisor: Anna Rogala, PhD

The following students were distinguished:

Rafał Pękalski, BA Charakterystyka użyteczności wybranych platform handlu elektronicznego, University of Lodz, supervisor: Mariusz Woźniakowski, PhD

Agata Jajuga, BA Rola wartości obecnych w komunikacji marketingowej w podejmowaniu decyzji zakupowych, Lublin University of Technology, supervisor: Marcin Gąsior, PhD. DSc

Biography of the winners and summary

Aleksandra Nowak, MA was born in 1996 in Wroclaw. A graduate of the University of Economics in Wroclaw, completed MA studies in the field of Management, major: internet marketing and e-commerce. She wrote her Master's thesis entitled Content marketing in terms of strategy and tools under the supervision of Professor Magdalena Sobocińska, PhD. Many times during her studies, she was awarded Rector's scholarship for the best students. She has been constantly improving her competences in the field of internet marketing and agile project management methodologies.


The subject of the work is content marketing from the perspective of strategy and tools being used. The author defines the essence and function of content marketing and reflects on its importance in the contemporary marketing communication. Changes taking place in the perception and effectiveness of content marketing, shaped by new media, as well as seen through generational changes, constitute an important aspect of the work. In order to present the issue, the author referred to selected concepts in the area of marketing, marketing communication, content marketing and marketing advertising. She analysed data characterizing the users of the Internet, social media and e-commerce market in Poland and worldwide. She conducted case studies for four brands in the field of various functions performed by content marketing and an empirical quantitative research.

Chapter I is theoretical. The author introduces the etymological meaning of content marketing, presents its history in a cross-sectional way in the context of the evolution of content distribution tools and channels. In this part of the work, she tries to define and characterize content marketing. She discusses its basic assumptions and points to its distinguishing features as compared to traditional marketing. In addition, she defines its place and role in the context of internet marketing and its use as an inbound marketing technique. The author conducts content marketing analysis in the light of the evolution of the concept of marketing in relation to the ongoing technological and cultural changes, especially the increasing virtualization of social life and the resulting changes in the behaviour of buyers. She discusses the tasks facing content marketing in relation to the general functions of the Internet. She presents basic tools for creating and distributing content marketing substance. Referring to the assumptions of strategic marketing, she describes the stages of building a content marketing strategy, indicating the tools that can be used during each phase. Chapter II is devoted to the theoretical and empirical application of content marketing in the activities of enterprises. The author conducts a case study for four brands: Orange, Oreo, ING Bank Śląski, Orsalit. Chapter III presents consumer attitudes towards content marketing from a cognitive, behavioural and emotional perspective. The author carries out an empirical quantitative study using the CAWI method, based on her own online questionnaire. The aim of the study is to identify differences in the perception and effectiveness of content marketing tools based on online communication channels from the perspective of generational changes, with particular emphasis on representatives of the Y and Z generations.



Dijora Kopacz, BA was born in 1997. From 2016, a student of the University of Economics in Poznan. In July 2020, she completed her first degree studies in the field of Management, major: business communication. Currently, she has begun her second degree studies at the University, in the same field of study. In the second year of undergraduate studies, she has joined the Students' Scientific Circle of Neuromarketing, a member of which she remains until now. Together with the circle, she carries out scientific projects, mainly related to marketing. In May 2019, she participated in the scientific conference Contemporary Business Trends in Krakow, where she presented her poster The impact of sensory marketing activities on the consumer's brain. She has also been several times engaged in voluntary activities, most recently, in April 2020, in the campaign “Support for a hospital”. Currently, she is undergoing an internship in the Marketing Research and Analysis Department at TEB Akademia.



The work entitled The Influence of Relationship Closeness on Gift Purchasing Decisions is descriptive and empirical. It analyses the process of making purchasing decisions in order to buy a product for a loved one and examines the impact of the closeness relationships on customers’ actions. The author presents a general outline of consumer behaviours and decisions. She discusses the characteristics of the human brain and the processes taking place in it while making purchasing decisions. She shows the importance and role of emotions at the moment of purchasing a product and the influence of interpersonal relations in the process of making purchasing decisions. For the purposes of the work, the author conducted an online experiment based on two dependent and independent variables. Four research groups and one control group participated in the experiment; each of them consisted of 30 respondents, both women and men. In the study, the author referred to the Polish version of the URCS scale (The Unidimensional Relationship Closeness Scale), which enables the determination of the degree of familiarity between the respondent and the person close to him. The variables manipulated in the experiment are emotional states: joy and aggression, and shopping opportunities: birthdays and Christmas. The author used the photographic material from the NAPS database (The Nencki Affective Picture System) to arouse in the group of respondents emotions accompanying their purchasing decisions. The research has shown that the strength of the closeness of the relationship between the buyer and the recipient determines the purchasing decision to a greater extent than the emotions to which the respondent was exposed. Therefore, it can be concluded that the degree of closeness between the buyer and the recipient influences the purchasing decision to a greater extent than emotions accompanying the buyer.