Tourism is one of those segments where the effect of implemented innovations tends to show relatively quickly. The presented study aims to assess the links between knowledge and technological innovation and tourists' spending in a sample of developed countries. To this end, the research relied on annual data (2010-2019) from selected OECD countries (n = 36). Data presenting the innovation potential (Knowledge & technology Global Innovation Index) of selected countries (knowledge creation, impact of knowledge, and knowledge diffusion) was included in the analyzes. Four indicators represented tourism: Business Tourism Spending, Leisure Tourism Spending, Domestic Tourism Spending, Visitor Exports - Foreign spending. The panel regression analysis showed that demonstrable links were proved only for some assumptions, while the identified effects acquired negative trajectories, i.e., in countries where higher tourist spending was identified, lower outputs of innovation activities in the examined areas can be expected. In addition, significant negative links were discovered between the indicators of the creation of knowledge and visitor exports, as well as the dissemination of knowledge and domestic tourism spending. For more accurate results, further analyzes and examinations of interconnections in a different country structure are needed.

The issue of reputation management in terms of increasing sustainable performance and competitiveness is rapidly developing and undoubtedly is the most important tool in the business area. The study analyzes the reputation of 10 companies with the largest share in the aviation market that were selected on the basis of one of the most widely-used measures of airline size - passenger-kilometer (RPKs) as presented by the International Air Transport Association. The aim is to point out online reputation tools and present ways to improve the performance and competitiveness of analyzed subjects by managing several digital metrics that create this reputation. For this purpose, was applied a modified multi-factor analysis of the overall online reputation sentiment. The research results provide business units with reasonable evidence to proactively implement and invest in reputation management approach because such approach should have a positive impact on their sustainable performance dimensions and further enhance strategic competitiveness.

Building a brand is a long-term process and it also applies to the world of social media. It is said that building a good brand reputation takes years, but it can be ruin in a moment. Therefore, it is important to look responsibly at all the aspects that have a role in building a brand on social media. The actual experience with the brand on social media is able to significantly affect brand building. The study focuses on exploring brand-building relationships in the social media environment. We selected a set of factors to predict customer experience with the brand in a social media environment and then we examined the relationship between this customer experience and the perceived brand image. 476 respondents filled out the electronic questionnaire. The study puts the greatest emphasis on respondents aged 20 to 35 years. We used correlation analysis to investigate the relationships in this issue. Out of the seven investigated relationships, up to two cases with medium dependence were confirmed by the strong relevance of relationships. The results support the importance of using social media tools for branding purposes, because these tools are the ones with the greatest ability to influence the people’s perception and attitude. It is also the fastest and one of the most personal ways to communicate with the customer. It happens in real time and it can convey the real emotion if performed right which all together help to trigger the user action. The findings of this study can guide marketing activities for companies to make the return on investment in social media as high as possible. The research offers a new perspective on selected factors and their role in creating social media experience and subsequently a brand image.

The objective of the research was to identify statistically significant differences in selected engagement indicators on Facebook – likes and shares in relation to the different types of content that brands on this platform add to. The analysis was performed on a sample of three global companies from the top 25 most valuable brands in the world and their posts. Using quantitative statistical methods – MANOVA (Multivariate analysis of variance) and Gammes-Howell post hoc test, a total of 1,280 brand posts were analyzed in order to differentiate the liking and sharing of content types. Data collection was carried out in the first half of 2018. The findings pointed to two statistically significant differences that were also interpreted in the discussion of the research. The findings have shown that in case of liking, in two cases out of three, there is a statistically significant difference in terms of the type of content added, when photos came out as those with the greatest potential to get like from Facebook users and fans. At the same time, the same finding appeared in the case of sharing, which is an even stronger form of engagement. Likewise, photos were shown to be the most promising in terms of potential content sharing by Facebook users and fans. The study provided some clues as to where this research should go further and explore the relationship more deeply in view of the more extensive quantitative research, and also the potential qualitative approach. The future research directions include analyzing companies of different types and sizes and also taking into account the contribution from other social networks with the same or similar engagement indicators.

Delving into the intricate world of social media engagement, this comprehensive study analyses the dynamics of user interaction with posts from 5-star hotels on Facebook across the Visegrad Group countries. It meticulously aims to shed light on the variances among engagement metrics—shares, comments, and reactions—across different types of posted content. Furthermore, it explores the complex interrelations among these metrics to provide a holistic understanding of user engagement patterns. In pursuit of this goal, we scrutinized an extensive dataset comprising 10,820 Facebook posts shared by selected 5-star hotels throughout 2019. The data were meticulously collected from the social network utilizing the accessible API, ensuring a robust and reliable foundation for analysis. The investigation employed advanced statistical tools, namely the Kruskal‒Wallis test and Spearman’s rho test, to thoroughly examine and interpret the complex data. The insights gleaned from this research are invaluable, painting a detailed picture of brand management strategies on social platforms. A significant finding of this study is the variation in user engagement levels in relation to the type of content disseminated. It highlights that visual content—specifically videos and photos—tends to dominate in terms of eliciting user responses, as compared to text statuses and links. This underlines the importance of leveraging visual media to captivate and engage the audience effectively. The study also reveals that engagement metrics are intricately linked, suggesting a synergistic effect rather than isolated impacts. This indicates that an integrated approach, considering these metrics as a cohesive unit, could be more beneficial in strategizing content for social media. Understanding these relationships and the dominant role of visual content can greatly inform and transform the way brands, especially in the hospitality industry, navigate their presence on social networks. These findings serve as a guiding framework for optimizing social media content strategies, aiming to maximize engagement and enhance the effectiveness of online brand management.

Entrepreneurship and Sustainability Issues is a peer-reviewed journal which publishes original research papers and case studies