IDEAS home Printed from https://ideas.repec.org/a/ers/journl/vxxvy2022i4p404-414.html
   My bibliography  Save this article

Intensity of Commercial Communication in Poland in the Field of Dietary Supplements

Author

Listed:
  • Katarzyna Hys
  • Dominika Barbara Matuszek
  • Krzysztof Olejnik
  • Karol Bierczynski

Abstract

Purpose: The purpose of the paper is to analyse and evaluate the frequency of commercial communications on health products and medicine with special consideration of dietary supplements. Design/Methodology/Approach: The paper features a quantitative data analysis concerning the number of commercial communication aired in a single week in four Polish TV stations: TVP1, TVP 2, POLSAT, TVN on supplementary, health products and medicine, with special consideration of dietary supplements. Findings: The analysis allowed for the presentation of the frequency of commercial communications on the studied products. It was demonstrated that the intensity of commercial communications on dietary supplements is high, thereby translating into dynamic growth of the industry and its sales. Furthermore, it was demonstrated that there are many different dietary supplements and that their availability in the market is unlimited. Practical implications: Commercial communications on dietary supplements in the vitamins and fortifying preparations category suggests that a substantial portion of consumers should supplement the deficiencies of ingredients from this group. Originality/value: The aim of raising the issue is to provoke a discussion on the potential opportunities and threats concerning the intense promotion of dietary supplements and other supplementary products around the world.

Suggested Citation

  • Katarzyna Hys & Dominika Barbara Matuszek & Krzysztof Olejnik & Karol Bierczynski, 2022. "Intensity of Commercial Communication in Poland in the Field of Dietary Supplements," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 404-414.
    • Handle: RePEc:ers:journl:v:xxv:y:2022:i:4:p:404-414
    as

    Download full text from publisher

    File URL: https://ersj.eu/journal/3089/download
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Regina Ewa Wierzejska & Agnieszka Wiosetek-Reske & Magdalena Siuba-Strzelińska & Barbara Wojda, 2022. "Health-Related Content of TV and Radio Advertising of Dietary Supplements—Analysis of Legal Aspects after Introduction of Self-Regulation for Advertising of These Products in Poland," IJERPH, MDPI, vol. 19(13), pages 1-15, June.
    2. Katarzyna Hys & Anna Koziarska, 2020. "Supply Analysis of Supplementary Products in Poland," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 1), pages 549-571.
    3. Katarzyna Hys & Anna Koziarska, 2021. "Supplementary Product Forms: Analysis of Polish Market Trends," European Research Studies Journal, European Research Studies Journal, vol. 0(4B), pages 982-996.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sun, Yuting & Zhang, Jianting & Li, Yixuan, 2024. "Realisation that online advertisements are misleading: Involvement of middle-aged and older adults with botanical dietary supplements," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    2. Katarzyna Hys & Anna Koziarska, 2021. "Supplementary Product Forms: Analysis of Polish Market Trends," European Research Studies Journal, European Research Studies Journal, vol. 0(4B), pages 982-996.

    More about this item

    Keywords

    Dietary supplements; commercial communications; Poland.;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ers:journl:v:xxv:y:2022:i:4:p:404-414. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marios Agiomavritis (email available below). General contact details of provider: https://ersj.eu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.