JBRMR 2056-6271 https://doi.org/10.24052/JBRMR/ 53 Volume 18 Issue 01 2023-10-01

586 https://jbrmr.com/details&cid=586 2023-10-27 The economic weight of the so-called gig-economy, a system of market service providers, contractors and their employers, based on ad hoc contracts on demand, is growing. This trend, which is significantly transforming the labour market, is not leaving the business models of supply chain actors untouched. Today, the gig-economy model is also becoming increasingly prominent in logistics, with more and more people opting for this economic, entrepreneurial form of business and becoming freelancers. This model offers a number of advantages for workers, freelancers and employers alike. The gig-economy sheds new light on several issues - not only labour-related - but such also as: what factors play a role in the decision of the client and the contractor when they conclude an agreement to perform a service, this study deals with them. The study also explores how the benefits of the gig-economy are perceived by employers, what the keys to success might be, what competences are needed and how efficiency can be measured. Chee, F.Y. (2021): EU seeks views on gig workers' rights ahead of possible law; Reuters Chikán, A. – Czakó, E. – Demeter, K. – Losonci, D. (2019): In Global Competition? – Findings of CUB’s Competitiveness Research Programs, 1995-2018; Budapest Management Review Deng, X. – Joshi, K. D. (2016): Why individuals participate in micro-task crowdsourcing work environment: Revealing crowdworkers’ perceptions. Journal of the Association for Information Systems, 17, 648–673. doi:10.17705/1jais.00441 Espinoza, J. (2019): Vestager says gig economy workers should ‘team up’ on wages; Financial Times Graham, M. – Lehdonvirta, V. – Wood, A. – Barnard, H. – Hjorth, I. – Simon, D. P. (2017): The risks and rewards of online gig work at the global margins. Oxford, UK: Oxford Internet Institute Johns, T. – Gratton, L. (2013): The third wave of virtual work. Harvard Business Review, 91, 66–66. Kagermann, H. (2015): Change Through Digitization—Value Creation in the Age of Industry 4.0. In: H. Albach, H. Meffert, A. Pinkwart & R. Reichwald, Management of Permanent Change. Wiesbaden: Springer Gabler, pp. 23-45 Kelly Services (2018): Talent Managers Declare Gig Work the 'New Normal'; March 26, 2018 Kenney, M. – Zysman, J. (2016): The Rise of the Platform Economy. Issues in Science and Technology, 32, no.3(Spring 2016), pp. 61-69 Kumar, V. - Lahiri, A. - Dogan, O. B. (2018): A strategic framework for a profitable business model is the sharing economy. Industrial Marketing Management, Volume 69, pp. 147-160. Lehdonvirta, V. (2018): Flexibility in the gig economy: Managing time on three online piecework platforms. New Technology, Work and Employment, 33, 13–29. doi:10.1111/ntwe.12102 McKinsey Global Institute (2016): Digital globalization: the new era of global flows; March 2016 Mukherjee, A. S. (2016): Why we’re seeing so many corporate scandals. Harvard Business Review. Retrieved from https://hbr.org/2016/12/why-were-seeing-so-many-corporate-scandals OECD (2019): "Managing self-employment, new forms of work, and the platform economy", in Good Jobs for All in a Changing World of Work: The OECD Jobs Strategy, OECD Publishing, Paris,  https://doi.org/10.1787/9789264308817-13-en Porter, M. E. (1985).: Competitive Advantage. Creating and Sustaining Superior Performance. New York: Free Press Prassl, J. (2018): Humans as a Service: The Promise and Perils of Work in the Gig Economy; Oxford University Press Ravenelle, A. J. (2019): “We’re not Uber:” Control, autonomy, and entrepreneurship in the gig economy. Journal of Managerial Psychology, 34, 269–285. doi:10.1108/jmp-06-2018-0256 Schumpeter, J. A. (1942): Capitalism, Socialism and Democracy. New York: Harper&Row Van Alstyne, M. W. – Parker, G. G. - Choudary, S. P. (2016): Pipelines, Platforms, and the New Rules of Strategy. Harvard Business Review Van der Spiegel, J. (1995): New information technologies and changes in work. In A. Howard (Ed.), The changing nature of work (pp. 97–111). San Francisco, CA: Jossey-Bass. Webster, J. (2016): Microworkers of the gig economy: Separate and precarious. New Labor Forum, 25, 56–64. doi:10.1177/ 1095796016661511 Weil, D. (2014): The fissured workplace. Cambridge, MA: Harvard University Press. Wirtz, J.- Mody, M.A. - Liu, S.Q. - Chun, H.H. (2019): Platforms in the peer-to-peer sharing economy. Journal of Service Management, pp. 452-483. https://jbrmr.com/cdn/article_file/2023-10-27-14-35-30-PM.pdf Tamas Kozak Lajos Kasza Patricia Nemeth gig-economy freelancers "on demand" platforms competences 8489120 169 3

587 https://jbrmr.com/details&cid=587 2023-10-27 Purpose: The purpose of this study is to examine the relationship between social proof and a company's profitability, with a specific focus on the case of Vichy. Fear of Missing Out (F.O.M.O.) is a psychological phenomenon social proof trigger. The study emphasises the significance of social proofing, a marketing strategy that analyses consumer preferences and behaviours. Methodology: The research paradigm used in this study is positivism, with a deductive approach. The sample size is made up of fifty employees from the company. To achieve the best research results, both quantitative and qualitative research methods were used. In-depth interviews were conducted with two Vichy managers to understand better the use of social proof to boost company performance. Findings: The study demonstrates organisational growth and profitability through social proofing in a competitive business environment. As a result, it comprehends current organisational conditions and emphasises business expansion in the digital business economy. Furthermore, the ANOVA test indicates that there is an existence of a direct or indirect relationship between social proof and brand profitability. Study originality and implications: To attract customers and increase profits, U.K. skincare retailers widely use social proofs such as case studies, customer reviews, awards, and influencer marketing. Companies can easily reach their target audience by using this marketing technique. However, there has been little or no research in this area, particularly in a luxury brand like Vichy. As a result, the findings are highly original, with significant academic and organisational implications. Companies can use the findings to implement effective social-proof marketing strategies to increase profits. Ali Taha, V., Pencarelli, T., Škerháková, V., Fedorko, R. and Košíková, M., 2021. The use of social media and its impact on the shopping behaviour of Slovak and Italian consumers during the COVID-19 pandemic. Sustainability, 13(4), p.1710.  https://www.mdpi.com/987664  Alkhatibet al. (2019) Internalisation: Social Influence | Psychology Auletta, V., Ferraioli, D. and Greco, G., 2020. On the effectiveness of social proof Bicchieri, C. and Dimant, E., 2022. Nudging with care: The risks and benefits of social information. Public choice, 191(3 4), pp.443-464.  https://link.springer.com/article/10.1007/s11127-019-00684-6 Bicchieri, C. and Dimant, E., 2022. Nudging with care: The risks and benefits of social information. Public choice, 191(3-4), pp.443-464.  https://link.springer.com/article/10.1007/s11127-019-00684-6 Canovi, M. and Pucciarelli, F., 2019. Social media marketing in wine tourism: Winery owners' perceptions. Journal of Travel & Tourism Marketing, 36(6), pp.653-664.  https://www.tandfonline.com/doi/abs/10.1080/10548408.2019.1624241 Hu, X., Chen, X., and Davison, R.M., 2019. Social support, source credibility, social influence, and impulsive purchase behavior in social commerce. International Journal of Electronic Commerce, 23(3), pp.297-327.  https://www.tandfonline.com/doi/abs/10.1080/10864415.2019.1619905 Innes, M., Dobreva, D. and Innes, H., 2021. Disinformation and digital influencing after terrorism: Spoofing, truthing and social proofing. Contemporary Social Science, 16(2), pp.241-255. https://www.tandfonline.com/doi/abs/10.1080/21582041.2019.1569714 Johnson, C., 2019. Platform: The art and science of personal branding. Lorena Jones Books. https://books.google.com/books?hl=en&lr=&id=bwJmDwAAQBAJ&oi=fnd&pg=PA1&dq=social+proof+and+brand&ots=POxhXyfoEr&sig=VhEXl9P7uw9RL6I5TF_bfm83wWo Lal, B., Ismagilova, E., Dwivedi, Y.K. and Kwayu, S., 2020. Return on investment in social media marketing: Literature review and suggestions for future research. Digital and social media marketing: emerging applications and theoretical development, pp.3-17  https://link.springer.com/chapter/10.1007/978-3-030-24374-6_1 Lancaster, T., 2019. Social media enabled contract cheating. Canadian Perspectives on Academic Integrity, 2(2), pp.7-24.  https://journalhosting.ucalgary.ca/index.php/ai/article/view/68053 Luguri, J. and Strahilevitz, L.J., 2021. Shining a light on dark patterns. Journal of Legal Analysis, 13(1), pp.43-109.  https://academic.oup.com/jla/article-abstract/13/1/43/6180579 Manzoor, U., Baig, S.A., Hashim, M. and Sami, A., 2020. Impact of social media marketing on consumer's purchase intentions: the mediating role of customer trust. International Journal of Entrepreneurial Research, 3(2), pp.41-48.  https://readersinsight.net/IJER/article/view/1386 Market Research: An International Journal, 24(3), pp.281-301. https://www.emerald.com/insight/content/doi/10.1108/QMR-04-2020-0050/full/html Martín, J.C., Pagliara, F. and Román, C., 2019. The research topics on e-grocery: Trends and existing gaps. Sustainability, 11(2), p.321.  https://www.mdpi.com/392844 Naeem, M., 2021. The role of social media to generate social proof as engaged society for stockpiling behaviour of customers during Covid-19 pandemic. Qualitative Market Research: An International Journal, 24(3), pp.281-301.  https://www.emerald.com/insight/content/doi/10.1108/QMR-04-2020-0050/full/html Naeem, M., 2021. The role of social media to generate social proof as engaged society for stockpiling behaviour of customers during Covid-19 pandemic. Qualitative Nifita, A.T., Hasbullah, H. and Siregar, A.P., 2022. Utilisation of Social Commerce and Social Proof Marketing on Business Performance of Micro, Small and Medium Enterprises. Dinasti International Journal of Education Management and Social Science, 4(2), pp.223-232. https://www.dinastipub.org/DIJEMSS/article/view/1585 Poels, K. and Dewitte, S., 2019. The role of emotions in advertising: A call to action. Journal of Advertising, 48(1), pp.81-90. https://www.tandfonline.com/doi/abs/10.1080/00913367.2019.1579688 Quesenberry, K.A., 2020. Social media strategy: Marketing, advertising, and public relations in the consumer revolution. Rowman & Littlefield Publishers https://books.google.com/books?hl=en&lr=&id=QWTyDwAAQBAJ&oi=fnd&pg=PR3&dq=social+proof+&ots=BttmPlJNuT&sig=kEABb23vz-7xwMV7PySDps_2yWM recommendations in markets with multiple products. In ECAI 2020 (pp. 19-26). IOS Press. https://ebooks.iospress.nl/doi/10.3233/FAIA200071 researchgate2022 Research onion for futures studies source: Author following Saunders et ... (no date). Available at: https://www.researchgate.net/figure/Research-onion-for-futures-studies-Source-author-following-Saunders-et-al-2016_fig2_333388233 (Accessed: March 20, 2023).  researchgate.net (2023) Social Proof in social media shopping: An experimental design research. Available at: https://www.researchgate.net/publication/313737416_Social_proof_in_social_media_shopping_An_experimental_design_research (Accessed: March 8, 2023). Sanak-Kosmowska, K., 2021. Evaluating Social Media Marketing: Social Proof Sanak-Kosmowska, K., 2021. Evaluating Social Media Marketing: Social Proof and Online Buyer Behaviour. Routledge.https://books.google.com/books?hl=en&lr=&id=EuRFEAAAQBAJ&oi=fnd&pg=PT10&dq=social+proof+in+business+&ots=Fra3Q-ajm5&sig=z__5Url1bfU_KxYkQqOYpu93Uyk statista.com (2023) Topic: Social Media Advertising and marketing statista.com, 2023. Petruzzi, D. (2022) Sales growth of the leading global cosmetic companies between 2018-2021, Statista. Available at: https://www.statista.com/statistics/245744/sales-growth-of-the-leading-global-cosmetic-companies/ (Accessed: March 8, 2023). statista.com, 2023. Published by S. Dixon and twenty-four, F. (2023) U.K.: Leading Social Networks by usage reach 2022, Statista. Available at: https://www.statista.com/statistics/284506/united-kingdom-social-network-penetration/ (Accessed: March 8, 2023). statista.com, 2023. Published by S. Dixon and twenty-eight, A. (2022) Instagram: Most-followed UK fashion and Beauty Influencers 2019, Statista. Available at: https://www.statista.com/statistics/801105/most-followers-instagram-fashion-beauty-influencers-united-kingdom/ (Accessed: March 8, 2023). statista.com, 2023. Richter, F. (2014) Infographic: How marketers use social media, Statista Infographics. Available at: https://www.statista.com/chart/2289/how-marketers-use-social-media/ (Accessed: March 8, 2023).  Syaifullah, J., Syaifudin, M., Sukendar, M.U. and JUNAEDI, J., 2021. Social media marketing and business performance of M.S.M.E.s during the COVID-19 pandemic. The Journal of Asian Finance, Economics and Business, 8(2), pp.523-531. https://www.koreascience.or.kr/article/JAKO202104142220611.page Trudel, R., 2019. Sustainable consumer behaviour. Consumer psychology review, 2(1), pp.85-96.  https://myscp.onlinelibrary.wiley.com/doi/abs/10.1002/arcp.1045 vichy.co.uk (2023), Vichy UK. Available at: https://www.vichy.co.uk/ (Accessed: March 8, 2023).  worldwide, Statista. Available at: Zhou, S.K., Greenspan, H., Davatzikos, C., Duncan, J.S., Van Ginneken, B., Madabhushi, A., Prince, J.L., Rueckert, D. and Summers, R.M., 2021. A review of deep learning in medical imaging: Imaging traits, technology trends, case studies with progress highlights, and future promises. Proceedings of the IEEE, 109(5), pp.820-838.  https://ieeexplore.ieee.org/abstract/document/9363915 https://jbrmr.com/cdn/article_file/2023-10-27-14-39-29-PM.pdf Oxana Trestianu Palto Datta Social proof customer reviews influencer marketing case studies stories Vichy 8755865 158 3

588 https://jbrmr.com/details&cid=588 2023-12-30 Purpose of the research:  Exploring the motivations behind Egyptian’s consumption during the festive occasion (FO) of Ramadan, in addition to exploring and understanding the intergenerational influence and the intention-behavioral gap between an old and young generation. Such exploration provides an insightful distinction between each generation, including their personal motives for consumption, which shapes their intentions to behave and their actual consumption behavior during the festivity. Design/methodology: A multi-method qualitative study is chosen by carrying out focus groups and interviews. Most of the analysed date is generated based on interviews with the young (20-44 years old) and old generation (45-70 years old), pre and post Ramadan. Transcription and content analysis is employed using NVivo - a computer assisted program. Results/Findings: The main themes explored, such as extrinsic motivation, reflect the different influences on buying behavior, in addition to how they differ from one generation to the other. The main motivations of festive occasion consumption for both generations are also explored. Practical implications and Conclusions: The current study has a dual contribution with theoretical and practical implications. It contributes theoretically through identifying the personal motivations of both generations and developing an understanding of the intention-behavioral gaps in the young generation. In terms of its practical contribution, the study serves as a guide for businesses through typifying the specific consumer segments of the old and young generation through their personal motivation characteristics to be able to offer their segments more specific marketing strategies. Ajzen, I. 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589 https://jbrmr.com/details&cid=589 2023-12-30 This paper focuses on the current topic of consumer behavior changes influenced by the COVID-19 pandemic. The purpose of the research was to explore how the factor of fear affected consumers and analyze their response to shopping habits. Even though there is some evidence on how the consumers changed their behavior during the pandemic, there is still a lack of comprehensive information based on opinions and experiences of consumers themselves. Design/methodology of the research was based on a survey conducted on a sample of 252 consumers in Slovak republic providing an original source of information for this unique research. Findings in the study map the individual changes in consumer behavior that occurred during the pandemic with special focus on changes related to panic buying. Up to 82% of consumers reported an increase in amount of goods they bought in 2020, however, this form of panic buying significantly decreased in later years of the pandemic. Results show that male consumers were less likely to experience panic buying, however, they men expressed concerns about the negative impacts of the pandemic on the state's economy to a greater extent than women. The majority of consumers were concerned by health threats and related risks, but it was discovered that they feared more for others than themselves which resulted in an increased tendency to prefer unaccompanied shopping. The implications of this research are vast. Its practical implications provide guidelines for businesses that need to adjust their strategies according to the new reality in the post-pandemic era. 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590 https://jbrmr.com/details&cid=590 2023-12-30 Digital transformation is the most buzzing topic, widely discussed among all business practitioners as well in academia, as every business sector is largely at the precipice of adapting itself to the dynamic evolution of technology. Despite of the available expertise and resources, the many of the organisations fail to achieve success in Digital Transformation (DT). This research paper digs in deeper to explore the reasons for these failures by applying the qualitative approach to conduct this research, this study aims to explore the reasons of current state of DT in the Wealth Management companies (WM), through stakeholder perspectives exploring their lived experiences of the digital transformation journey. The research uses the interpretive method with a phenomenological approach to explore the human perspectives from wider hierarchical layers in the chosen case study firms of the Wealth Management sector. 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