This is a theoretical and empirical article. In the first part, an original definition of the cross-border market for cultural services has been developed, based on classic market definitions. The structure and conditions of functioning for this market have also been presented. The next part of the article discusses the supply side of the cross-border market of cultural services for the two twin towns: Cieszyn (Poland) and Český Těšín (Czech Republic). Next, based on the surveys conducted, the participation of residents of both towns in the most important cultural events organised by cultural institutions on both sides of the border was examined.

The article is of a research nature. The aim of the article is to identify the role of social media in shaping personal brand. To this end, the first part discusses the concept of personal brand, components of brand capital in case of famous people, including consumer-based capital. Attention was also paid to the great importance of social media and the growing role of their users in the process of shaping personal brand. Based on the analysis of the source literature, a research gap was identified, related to the lack of empirical verification of the relationship between users’ online activity and the brand capital of famous people, also known as celebrities, associated with artistic and cultural activities. The article uses the results of direct research carried out in the years 2019-2020. The second (empirical) part of the article presents research hypotheses, methodology, as well as results and conclusions from the research. Based on 26 in-depth individual interviews that were conducted with people famous in Poland (mainly engaged in artistic and cultural activities) and surveys on a group of 324 social media users, it was shown, among others, that online activity of Internet users stimulates the brand capital of famous people. Statistically significant relationships were observed for such components of the personal brand as awareness / associations with the personal brand and for the relationship regarding the perception of the quality of activities carried out by a famous person.

The article discusses the issue of the sustainable development of the cross-border market for cultural services in a city divided by the state border. The article uses the example of Cieszyn and Český Těšín, a city divided following the decision of the Council of Ambassadors in 1920. The research carried out so far indicates the main constraints in the harmonious functioning of the cross-border market for cultural services in this city, such as: different cultural policies implemented on both sides of the city, language barriers as well as legal and administrative differences. Therefore, the authors undertook research aimed at recognising the role of Euroregional structures in stimulating the sustainable development of this region. On the basis of the analysis of the Cieszyn Silesia Euroregion's documentation and the results of qualitative and quantitative research, the article describes the role of the Euroregion in building a cross-border market for cultural services. Recommendations were also prepared that could constitute the principles of a common cultural policy not only for Cieszyn and Český Těšín, but also for other European cities in the Schengen Area, which, like Cieszyn and Český Těšín, have been divided by a state border.

The article presents the concept of sustainable development of socio-cultural capital with particular emphasis of the role of cultural institutions as factors influencing their development in a human being. In the article, the concept of social capital and cultural capital have been treated as complementary to each other, which is why they have been identified as a socio-cultural capital. Sustainable development of this capital in many cities of the world meets a number of problems reflected in the quality of life of its residents. In this article, a part of the town is analyzed which, due to political decisions made at the end of the First World War, has been divided for a hundred years into Cieszyn on the Polish side of the border and Czech Cieszyn (Český Těšín). This area is an example of how historical, political, demographic and educational conditions form the basis for the quality of socio-cultural capital. It is also an example of cooperative activities between local government institutions and third sector organizations. Despite many differences between the residents of Cieszyn and Czech Cieszyn, the conducted analysis points to the formation of a socio-cultural capital of a combining character, according to how Robert Putnam wrote about such phenomena, without neglecting the diversity of goals and interaction groups.

This is a theoretical and empirical article. Basic issues related to consumer behaviour on the market of cultural services are presented in the first part of the article. The second part presents the brief characteristics of consumers of cultural services in Poland, as well as an analysis of their market behaviour. For this purpose, surveys were conducted on a group of 2599 consumers of the cultural offer. Research was conducted in Katowice - the largest city in the Silesia region in Poland. The article also highlights the main trends in consumer behaviour on the market of cultural services in Poland in particular: increasing mobility of the consumers of the cultural offer, growing diversity in the methods of acquiring information about cultural events and increase in the importance (purchasing power) of consumers in the retirement age in the market of cultural services. In the last part of article authors indicate on the resulting implications for sustainable cultural management in Poland - particularly marketing.

The driving force behind adopting the idea of ​​sustainable development are producers and retailers. Unfortunately, when preparing their product range for consumers, many of them still only pay attention to the size of the customers’ earnings, how often they shop and how much they buy when shopping. In consumer segmentation, sustainable values ​​that consumers apply when making their purchasing decisions are rarely taken into account. The aim of this article is to show that values ​​such as environmental protection, the ethical behaviour of producers, fair trade or maximising the utility function of consumption are so important in the purchasing process in the coffee market that they can be used as segmentation variables. The Polish coffee market was selected to carry out segmentation taking into account the consumers' sustainable values. The main source of the article is the results of a standardized online survey conducted on a nationwide sample of 800 coffee consumers in July 2018. Multi-dimensional analyses such as extrapolative factor analysis (EFA) and cluster analysis (CA) were used to describe the obtained results. As a result, six segments of coffee consumers were identified and described: “responsible, aspiring to be connoisseurs”, “loyal coffee enthusiasts”, “pragmatic users”, “coffee laypersons”, “sophisticated connoisseurs”, “consumerists, connoisseurs, but not at any price”. Among the identified segments, the sustainable consumption values ​​most often mentioned refer to "responsible, aspiring to be connoisseurs", and the least often - ”consumerists, connoisseurs, but not at any price”. The conclusions presented in the last part of the article may be used by manufacturing and trade enterprises, operating on the coffee market, in order to respond to the identified needs and expectations of consumers and by governmental and social organisations so as to determine the directions of pro-ecological education of consumers.

The article addresses the issue of consumer preferences for types of coffee in Poland (ground coffee, instant coffee, coffee beans, instant coffee mixes and instant cappuccino). The main source of the study is the results of primary research conducted using a structured interview (CAPI—Computer Assisted Personal Interview) on a nationwide sample of 800 coffee consumers. The research was conducted by Grupa IQS Sp. z o.o. from Warsaw in January 2016 for the MOKATE Group based on the assumptions and guidelines developed by the authors of the article. The main purpose of the article is to present the identified coffee consumer preferences in Poland with regard to various kinds of coffee. The results of the research which have been included in the article indicate, among others, ongoing changes in the preferences of Polish consumers regarding their coffee choices. They prove that Polish consumers are drinking ground coffee more and more often. The consumption of instant coffee is decreasing.

The concept of sustainable management in culture has been recognised in global strategic documents on sustainable development for more than a decade. It is also increasingly reflected in the cultural polices of particular states, and – very importantly –cultural managers responsible for shaping the cultural offer in cities are becoming more interested in this concept. Despite the increasing attention being paid to this topic among both practitioners and theoreticians of management, in none of these documents or other works can we find any content directly related to the possibility of applying this concept in a town which, due to political turmoil, has been divided by a national border. Hence, this gap was the direct impulse for taking up research in this field. In the article, by using different notions of the market, our own definition of a cross-border market for cultural services was developed, and the conditions for the functioning of this market were presented based on the example town of Cieszyn (Poland) and Český Těšín (Czech Republic). In the opinion of the authors of the article, the development and functioning of a cross-border market for cultural services is essential for the application of the concept of sustainable management of the cultural offer in a town divided by a border. For the purpose of the article, a survey and individual interviews with experts shaping the cultural offer in Cieszyn and Český Těšín were conducted. The results of the research prove that despite numerous cross-border Czech-Polish projects carried out by cultural institutions, there are still many barriers in the town which make it difficult for the residents to benefit from the cultural offer available on the other side of the border. These barriers limit the full implementation and application of the concept of sustainable management of the cultural offer.

In the second decade of the 21st century, social media changed the nature of communication and cooperation between participants of the culture services market. They became, among other things, an important marketing instrument in the area of contact with the customers of the cultural offer. However, despite their growing importance in various areas of activity of organisations in the cultural sector, the issue of building the cultural institution's brand equity by social media users is relatively seldom raised. Research on the impact of online consumer activity on brand equity is at an early stage of development. Therefore, this article is an attempt to fill the research gap in this area. The article presents the results of a survey conducted in 2018 on a group of 1021 consumers of cultural services, who at the same time regularly used social media. The statistical analysis carried out and the research results obtained prove that the 3C sustainable system developed by the authors, concerning the activity of consumers of cultural services in social media, stimulates the consumer-based brand equity (CBBE). Statistically significant relations have been observed in particular for CBBE components related to the awareness of a cultural institution's brand and for the relationship related to the perception of its quality. The study opens a review of literature on social media and consumer-based brand equity (CBBE). Next, based on the COBRA model (consumer's online brand-related activities), a proposal of the 3C sustainable system, concerning the activity of consumers of cultural services in social media, has been presented. The further part of the article presents research hypotheses, a conceptual model, research methodology as well as results and conclusions. The last part of the article discusses the results obtained and indicates the existing management implications.

Presently power control and management play a vigorous role in information technology and power management. Instead of non-renewable power manufacturing, renewable power manufacturing is preferred by every organization for controlling resource consumption, price reduction and efficient power management. Smart grid efficiently satisfies these requirements with the integration of machine learning algorithms. Machine learning algorithms are used in a smart grid for power requirement prediction, power distribution, failure identification etc. The proposed Random Forest-based smart grid system classifies the power grid into different zones like high and low power utilization. The power zones are divided into number of sub-zones and map to random forest branches. The sub-zone and branch mapping process used to identify the quantity of power utilized and the non-utilized in a zone. The non-utilized power quantity and location of power availabilities are identified and distributed the required quantity of power to the requester in a minimal response time and price. The priority power scheduling algorithm collect request from consumer and send the request to producer based on priority. The producer analysed the requester existing power utilization quantity and availability of power for scheduling the power distribution to the requester based on priority. The proposed Random Forest based sustainability and price optimization technique in smart grid experimental results are compared to existing machine learning techniques like SVM, KNN and NB. The proposed random forest-based identification technique identifies the exact location of the power availability, which takes minimal processing time and quick responses to the requestor. Additionally, the smart meter based smart grid technique identifies the faults in short time duration than the conventional energy management technique is also proven in the experimental results.