In recent years, given the enormous competition for new products and services, many companies have begun to behave more creatively in an aim to be the best in the market. “Guerrilla marketing” refers to an advertising technique that uses unconventional and cost-effective approaches, employing a variety of strategies that reduce costs. Since the emergence of this concept in the second half of the last century, substantial research has looked into its application and usefulness. This study presents a systematic survey of the field of marketing and advertising: by analyzing the main scientific publications on guerrilla marketing through content analysis in the Web of Science, Scopus, and EBSCO databases. One hundred and sixty-four articles were analyzed in depth and divided into two separate lists: one with publications corresponding to Hutter and Hoffmann’s first classification, and another corresponding to the new variables that emerged from the in-depth study that was carried out. As a consequence, a new taxonomy is proposed for the field, based on the identification of some novel variables characterizing the different existing approaches.

The term fuzzy refers to things that are unclear or vague. In the real world, we often encounter a situation where we cannot determine whether the state is true or false, and fuzzy logic allows for more flexible reasoning. This is a form of multivalued logic where the truth values ​​of variables can be any real number between 0 and 1, as opposed to Boolean logic where the logical values ​​can only be 0 or 1. Fuzzy logic is therefore a problem-solving technique used to evaluate all available information and thus make the best decisions. When applied to marketing, fuzzy logic allows treating customers in an individual and personalized way, instead of being fully identified within a particular market segment. Fuzzy marketing considers the degree to which a customer belongs to certain segments and subsequently allows them to be targeted with messages that engage them emotionally. To better understand the application and importance of fuzzy logic in marketing strategy, we developed a systematic review of the bibliometric literature (LRSB). It was possible to create a connection between these concepts, marketing and fuzzy logic, to increase the efforts of marketing professionals to achieve competitiveness in the unpredictable business environment.

The digital revolution has significantly impacted many Chinese Time-Honored businesses, particularly those slow to adapt to environmental changes, resulting in challenges related to long-term marketing capabilities and declining performance. This study explores the relationship between ambidextrous marketing capabilities and corporate performance. Utilizing a survey involving 91.8% of middle and upper-level managers across 47 Chinese time-honored firms, we construct a research model that demonstrates how the application of ambidextrous marketing capabilities can foster the development of Sustainable marketing capability, which in turn positively influence corporate performance. Sustainable marketing capability mediate the effect of ambidextrous marketing capabilities on corporate performance. Additionally, enhancements in market conditions or legislation may further amplify the impact of Sustainable marketing capability on business performance. In the context of Chinese time-honored firms, these findings offer managerial insights into building Sustainable marketing capability, enhancing performance, and achieving competitive advantages.

Traditional marketing tactics have been significantly challenged by marketers, especially in the food sector. Companies have been engaging in covert and overt advertisements as an emerging marketing communication strategy to circumvent customer skepticism, build a good image, and create value for the brand. But there is a lack of literature regarding integrating traditional and new marketing tactics in building intention and ecologically conscious consumer behavior. Therefore, the purpose of the present study is to provide empirical evidence concerning the integration of different marketing tactics, i.e., Green Product Features, Green Pricing, Covert Advertisement, Overt Advertisement and Guerrilla Marketing, and their effects on Purchase Intention and Ecologically Conscious Consumer Behavior. The study also employs moderation of Brand Evangelism, Environmental Knowledge and Habitat Attitude between intention and behavior building. A visual appraisal technique was used by showing a video or picture as a sample of covert or overt marketing tactics before filling out a close-ended questionnaire to get accurate responses. The data from 568 customers of the frozen food industry were analyzed using the co-variance-based structure equation modeling technique with the help of AMOS. The findings of the study elaborate that parallel to the significant impact of conventional marketing mix tactics, covert, overt and guerrilla marketing are strong antecedents for intention building, which eventually develops Ecologically Conscious Consumer Behavior (ECCB). The results also affirm that intention can lead to ECCB significantly through brand evangelism and environmental knowledge. These findings reflect the importance of shifting marketers from conventional marketing tactics to novel hidden marketing techniques.

This study examines the influence of digital marketing on brand awareness within the multinational Fast-Moving Consumer Goods (FMCG) sector, focusing on how various digital strategies contribute to overall marketing effectiveness. Utilizing a sample of 277 respondents, the research employs descriptive statistics, correlation, and regression analyses to explore the relationships between digital marketing strategies, brand awareness outcomes, and perceived digital marketing effectiveness. The findings reveal that digital marketing strategies significantly enhance brand awareness and overall marketing effectiveness, underscoring the pivotal role of activities such as social media engagement, content marketing, and search engine optimization. Specifically, the regression analysis shows that digital marketing strategies have a positive and statistically significant impact on overall effectiveness, indicating that companies investing in these areas are better positioned to achieve higher levels of brand recognition and marketing success. However, the study also uncovers a complex relationship between brand awareness outcomes and overall effectiveness, where increased brand awareness does not directly correlate with enhanced digital marketing effectiveness. This suggests that while brand awareness is critical, its influence on marketing success is nuanced and may involve diminishing returns or additional mediating factors. The regression model explains a modest portion of the variance in marketing effectiveness, highlighting the need for a holistic evaluation approach that incorporates a broader set of performance metrics and contextual factors. The high reliability of the measures used affirms the robustness of the findings, which emphasize the importance of a strategic and integrated approach to digital marketing in the FMCG sector. Companies must continuously adapt and optimize their digital marketing strategies to align with dynamic market conditions and achieve sustainable success.

The concept of a Social License to Operate (SLO) has become increasingly important in the sustainability literature in recent years. Having its origins in the business discourse of the mining industry with respect to limiting opposition to mining projects, the notion of a social contract above and beyond legal requirements has since become applied across a number of different industries. Despite the concepts adoption confusion exists over the practices and outcomes of SLO, and particularly the nature of engagement. Given this situation it is surprising that not more attention to the role of marketing, and social marketing in particular, in operationalizing the concept. The paper discusses the potential of social marketing to contribute to SLO. Economic, political and social relations are complex in SLO and exchange is intricate in such relational environments. A community-based social marketing orientation is proposed as a means to improve exchange relations and enhance engagement. Seven models of SLO related social marketing models are discussed with community-based social marketing and adaptive co-marketing models being regarded as the most positive for the achievement of an SLO. Potential barriers to adoption of these approaches are noted.

This study measures the communication ability of wineries in two extreme territories of Southern Italy, Mount Etna and the island of Pantelleria. The evaluation of four dimensions of web communication was carried out by the AGIL Scheme (i.e. adaptation, goal-attainment, integration, latent pattern maintenance). The study provides a generalizable model to be applied in other similar studies. Also, focus groups of experts were carried out. The method proved to be suitable to measure the communication effectiveness of wineries through websites. Extreme territories may add value to the wine, regardless of the brand. The heroic wines may become the symbol of these territories helping environmental safeguard and contrasting territory abandonment by rural communities. The findings highlight that effective communication of heroic viticulture may be used to reposition these wines and increase their competitive advantage in foreign markets. The study generates new ideas for reflection on new types of web communication.

This paper extends previous research on the influence of social media and digital channels on customer purchase behaviour by presenting a new omnichannel purchasing model. We characterise that model as a “virtuous circle” as it centres around customer use of social media and has potential to benefit both customers and companies. We illustrate that model with a worked example, discuss approaches to its implementation and evaluate its use in the context of a business case study. The model creates a framework that combines elements of digital marketing, social CRM, omnichannel CRM, and customer experience and engagement. This paper bridges academic and industry practitioner communities across those fields.

Industry 4.0 or the Fourth Industrial Revolution is driven by innovative technologies that have profound effects on both production systems and business models. This revolution is characterized by the addition of disruptive technologies and methods. These aspects of Industry 4.0 have a significant impact on marketing and have led to an evolution to ensure that marketing activities align with technological advancements and address consumers' current needs. The purpose of this paper is to formulate and discuss future research avenues for marketing considering the changes brought by Industry 4.0. The approach taken in the paper is to review the relevant literature and focus on the key themes most important for future research on industry 4.0 and marketing. Therefore, a systematic literature review was conducted based on SCOPUS indexing online database of scientific articles, the most important peer-reviewed peer in the academic world. The paper finds that there are a number of research avenues for marketing researchers to conduct investigations on, but the most important areas are five marketing principles in Industry 4.0: cooperation, conversation, co-creation, cognitivity, and connectivity.

In order to be able to face competition, thriving corporations have to be compelled to maintain an awfully smart relationship with their existing customers and additionally to be able to anticipate their future wants. Thus, corporations do not target customers as teams, however they’re attempting to focus on them as individuals. However, to be able to use this information, corporations have to be compelled to use promoting automation tools. Marketing Automation was an idea first introduced in 2001 by John D.C. Little in his presentation at the 5th Invitational Choice Symposium UC Berkeley 2001. This survey paper assesses prominent research on Marketing Automation and suggests how it can be modified to adapt to the current marketing scenario.

A Digital marketing allows brands to disseminate information in a targeted way towards their clients and consumers, making bidirectional communication and interactions between organizations and audiences feasible. This reality not only allows companies to pass on messages about sustainability associated with processes and products with the aim of launching trends and shaping behaviour, but also allows consumers to share their experiences, needs, preferences and expectations. In this sense, the techniques used in the context of digital marketing make it possible not only to communicate products and services but also to show that brands are working to be more sustainable and to disseminate new sustainable trends that help to change consumer mindsets. This research paper employs a Systematic Literature Review with Bibliometric Analysis (SLBA) methodology to explore and synthesize data about how digital marketing can be used to promote and communicate sustainability. In this study, the results show that digital marketing strategies contribute to promoting sustainable development by encouraging sustainable consumption patterns. This scenario is possible by understanding consumer behavior, communicating key messages through the best channels and effectively evaluating green marketing campaigns on consumer attitudes and purchasing decisions.

MSMEs play an important role in the global economy, employing nearly 90% of the workforce and contributing nearly 50% of the world's gross domestic product. However, many MSMEs have difficulty finding and retaining repeat customers, which is one of the main challenges for small businesses. This study aims to find out how customer data can be used to improve marketing strategies and meet customer needs and preferences more effectively. This research also aims to provide solutions and recommendations for MSMEs to improve their marketing through personalizing the experience for their customers. This study uses the SEM-PLS method with a quantitative approach. The population is taken from SMEs operating in the city of Semarang. 100 Samples are determined through Quota Sampling. Personalized marketing involves using customer data to customize the customer experience, which can create a closer relationship between customers and MSMEs. This research is still limited to the effectiveness of Personalized Marketing on customer loyalty in MSMEs. There have been many studies that discuss MSME customer loyalty with the marketing communication method. However, there are not many studies that specifically discuss personalized marketing for MSMEs.

Effective marketing decision-making benefits from a rigorous, data-driven process that systematically evaluates alternatives based on insights and analysis. This study develops and evaluates a 5-stage decision-making process model integrating marketing engineering principles aimed to optimize marketing decisions. An experiment randomized 150 participants into groups following either the proposed model or an unaided approach. Results indicate the model-following group achieved significantly higher ROI from marketing decisions (19.3% vs 16.4%) and employed key elements like customer segmentation, experimentation, and optimization to a greater extent. However, limitations including the experiment's scenario, self-report measures, and cross-sectional design constrain implications. Future research employing probability sampling, multiple decision contexts, longitudinal designs, manipulation checks, and objective metrics can further validate the proposed model. Overall, the study advances the understanding of how structured decision processes based on marketing engineering principles may optimize marketing decisions and outcomes.

This study uses the social impact theory to analyse consumer behaviour amidst Covid-19. Fear of scarcity has changed consumer buying behaviour in crisis times such as the now abating global health crisis – i.e., Covid-19. The study asserts that the existing five-stage model of consumer purchasing decisions does not fit neatly in turbulent times. It proposes a shortened four-stage process of need recognition, purchase, ownership and satisfaction as a better and more adaptable fit. Cutting out information search and evaluation of alternatives in the old model, and replacing these with ownership, is where the main contribution of the study lies. The study has implications for managing the marketing mix as we know it. It asserts that not all the 4Ps of the marketing mix are important in crisis times.

City Marketing has a strong tradition in Berlin, with two organisations, Berlin Partner and Visit Berlin, responsible for designing and implementing relevant strategies. Sustainability has been on and off the city marketing agenda, almost exclusively in its environmental dimension. In this article we examine the current representations of Berlin as a “sustainable city” in the official City Marketing strategies. We look at how sustainability is used and instrumentalized to create a specific city profile, and also to attract particular target groups in tourism. We propose an analysis of sustainable planning in Berlin since reunification, to show how it has moved into different directions over time and how this has (or has not) been followed by City Marketing. In this endeavour we move between the existing, and as we argue deeper and more sophisticated, environmental planning of the city on the one hand, and the reductions and simplifications of City Marketing representations on the other. Finally, we argue that there are inherent contradictions in marketing a sustainable city, where both in terms of tourism and economic development, the concept of growth seems to be reaching environmental limits.

The article analyses the main aspects of upstream social marketing for implementing of mobile government (MGov). The methodology of current research is based on the systematic literature review in the fields of MGov and social marketing. According to our findings, most researchers investigated MGov from the side of citizens (consumers) and emphasised the benefits to them while changing their attitudes and behaviours in employing mobile applications. However, as there is a lack of the researches from the side of governmental bodies, in this paper, we were contrary looking for new meanings, attitudes and values from their perspective. Limitations of employment of MGov occur due knowledge gap among decision makers and public policy formers (upstream audience). Therefore, we argue that upstream social marketing for the upstream audience would bring the success in faster MGov implementation. Specific social marketing would be mostly valuable on the municipal level that is the closest substance to the society. Thus, in our paper we emphasise the benefit of the MGov for the local upstream audience and propose possible external marketers as well as the motivating theses based on these 7P of marketing mix for the successful MGov on municipal level.

This case study assessed marketing arrangements used by small scale farmers in the Lake Basin and Lower Eastern bean corridors of Kenya to determine which markets work for rural producers and what changes are needed to produce and supply sufficient quantities for trade. Using exploratory research, data was collected through focus group discussions with six farmer groups representing a total of 1255 bean farmers and key informant interviews with extension staff. The results indicated that 94% of the farmers produced beans before identifying buyers with only 6% participating in group marketing. Though spot-market transactions with brokers and traders provided ready cash for the farmers, formal buyers were perceived to be more reliable but difficult to find and, operated stringent requirements which were a barrier to entry. A theory of change to integrate smallholders into formal markets to sustainably produce and supply sufficient volumes for trade should entail a transformation agenda at four levels of the value chain: intensification of production through pure stand models with greater use of certified high yielding varieties; stable price guarantees; a market-driven research and extension service and; an enabling political, policy and business environment in the bean value chain. Further research is needed to pilot these changes in a case control study.

The purpose of this article is to draw attention to the challenges faced by business organizations implementing sustainable solutions in the United Arab Emirates (UAE) and the wider Gulf Coast Countries (GCC) region. To this end, our study examines an academic theory supporting the implementation of responsible solutions to the market. Ultimately, the authors hope to inspire the reader to consider what he or she can do to ameliorate the existing challenges encountered by sustainable businesses. The analysis presented in this article implies that in recent markets, the implementation of the sustainability theory is essential for further development. The research project contributes to the increase of knowledge about corporate and organizational challenges related to running a responsible business, as well as challenges related to the application of environmental, social and economic aspects of sustainable business practices. The research is currently limited to conceptual analysis, literature review and a survey conducted during the Sustainability Week 2019 in Abu Dhabi, United Arab Emirates. Nevertheless, this is the first stage of the research project conducted by the research team in cooperation with enterprises that implement responsible solutions in many global markets, and in UAE market. The scope of the first stage of the study was limited to the analysis of data clarifying the concept of the model specified in the research. To prove the validity of the model it will be implemented and tested in cooperation with organizations participating in the research.

This study explores the influence of social media marketing on brand loyalty, employing a qualitative research approach to gain in-depth insights into the key factors that drive consumer engagement and commitment. Through semi-structured interviews with 20 active social media users and a comprehensive analysis of social media content, the research identifies several critical elements affecting brand loyalty. Personalization emerged as a central theme, with tailored content, customized offers, and personalized recommendations significantly enhancing users' emotional connection with brands. High-quality content, characterized by engaging visuals and valuable information, was found to reinforce positive brand perceptions and sustain loyalty. Influencer marketing also plays a pivotal role, with authentic endorsements from relevant influencers boosting brand credibility and trust. Effective community management, involving active engagement, responsive feedback, and relationship-building, contributes to a positive brand experience and strengthens user loyalty. Targeted and relevant social media advertising supports brand loyalty, although excessive or irrelevant ads can lead to disengagement. The study also highlights the importance of balancing interaction frequency and content quality to maintain user interest without causing fatigue. Addressing social media fatigue by delivering relevant and valuable content is crucial for preventing user disengagement. Content that resonates with users' values and emotions further strengthens brand attachment. Consistency in brand voice, visual identity, and values ensures a coherent and positive brand experience. The findings emphasize the need for a strategic approach to social media marketing, integrating personalization, content quality, influencer partnerships, community management, advertising relevance, and consistency to build and sustain strong brand loyalty.

This study investigates the influence of digital marketing on consumer purchasing decisions, focusing on how various strategies impact consumer behavior. By analyzing data collected from in-depth interviews and thematic analysis, the research highlights several key factors driving consumer engagement and purchases. Personalized content emerged as a significant factor, with tailored recommendations and customized email campaigns creating a sense of individual attention and enhancing consumer involvement. Social media platforms played a pivotal role, with advertisements, influencer endorsements, and user-generated content significantly affecting purchasing decisions. The impact of visual content, including high-quality images and videos, was also notable, as these elements helped consumers better understand products and increased their confidence in making purchases. Email marketing proved effective, particularly when offering exclusive discounts and creating a sense of urgency. Mobile marketing demonstrated its growing influence, with consumers valuing the convenience of mobile-friendly websites and app notifications. The integration of artificial intelligence further improved the shopping experience by providing instant assistance and personalized recommendations. Ethical considerations, such as data privacy and honest advertising, were essential for maintaining consumer trust and loyalty. User-generated content provided authentic insights that influenced purchasing decisions, while omnichannel strategies offered a seamless and flexible shopping experience. Gamification elements, including reward programs and interactive challenges, enhanced consumer engagement and motivation. The study concludes that a multifaceted approach to digital marketing, incorporating these strategies, is crucial for effectively engaging consumers and driving sales. The findings offer valuable insights for marketers aiming to optimize their digital marketing strategies in the evolving digital landscape.

This qualitative study explores the role of supply chain partnerships in enhancing brand value through collaborative marketing efforts. By analyzing diverse cases from industries including consumer electronics, apparel, automotive, and food and beverage, the research examines how different forms of partnerships—strategic alliances, co-marketing, joint ventures, and supplier integrations—contribute to brand value. The study employed a multiple case study design, incorporating semi-structured interviews, document analysis, and participant observations to gather data. The findings reveal that these partnerships enable companies to leverage complementary strengths, resulting in enhanced innovation, product quality, sustainability, market reach, and ethical standards. Collaborative marketing strategies such as joint product launches, sustainable branding campaigns, and co-developed customer programs are identified as key drivers of brand value, effectively increasing brand awareness, customer loyalty, market share, and perceived quality. Despite challenges like coordination complexity, goal misalignment, cultural differences, and cost management issues, the benefits realized—such as improved brand image, faster time-to-market, and reduced costs—demonstrate the substantial value of effective supply chain partnerships. The study underscores the importance of strategic alignment between supply chain activities and brand objectives, highlighting that successful partnerships foster deeper consumer engagement and stronger market positions. This research provides actionable insights for companies seeking to optimize their supply chain collaborations to enhance brand value, offering a foundation for future studies and practical applications in supply chain management and marketing. The findings contribute to a deeper understanding of how supply chain partnerships can be strategically managed to drive brand excellence in a competitive market environment.

The role of Social Media Marketing (SMM) in marketing strategies is rapidly growing. Because the use of social media is growing, the industry of SMM will grow bigger in the coming years; the pace of this growth is faster than ever. To survive in the modern competitive world, effective use of SMM for a firm is a must; for that, every SMM channel needs to be used to its full potential. For a marketing campaign to be effective, there is a need for some metrics to measure the success of the SMM campaign. These metrics measure if the campaign is successfully implemented or not. This would help firms understand the market, gain a competitive advantage, and ultimately get a positive impact on the overall business. This study categorizes SMM strategy into 4 dimensions and associates 10 broad categories of SMM metrics to these dimensions. The proposed model of this study suggests the application of Social Media Analytics (SMA) ineffective use of metrics to measure SMM campaigns. There are so many SMA Tools available for free and time-efficient data analysis that can lead to faster and better results than manual analysis. Following this model, the importance of SMA tools in devising an effective SMM strategy is highlighted. The implication of this research is towards a better understanding of the application of SMA for any firm to have a solid SMM Strategy, especially small and medium-sized enterprises that have limited resources.

The Thrace region in Turkey is an important region where production suitable for irrigated agriculture such as sugar beet, paddy, sunflower and corn is widely carried out. Producers in the region have to decide on the product they will produce every year. A large number of factors that can affect decision-making in agricultural production can affect the outcome of the farmers. Therefore, it is necessary to have a decision-making process that can facilitate access to information and decision-making. Analytical Hierarchy Process (AHP) is a valuable decision-making methodology that can be applied not only in agricultural production but also in many other areas. This study evaluates four products with the AHP method according to the criteria by surveying 271 producers in the area. The aim is to determine the most suitable products for planting in these areas. We found that rice is the product that provides the highest profit. The AHP model used in this study primarily serves to determine the importance levels of various criteria and demonstrates its effectiveness as a decision-making tool in product selection when the correct criteria are applied

The focus of this study is to identify whether resilience and sustainable development can be used as an image for strategic planning of the city marketing. Resilience is about building and planning for future proof the cities. How urban challenges and crisis have the lowest impact and the maximum of bounce back and evolution. Resilience is part of the sustainable development. Thus, it is important for the decision-makers to define the mission on their strategic planning in a holistically way taking into consideration the basic assets of a city, the environment, the economy and the society and how can all of them can be combined to marketing the city and take into consideration the internal and external environment. As the past few years’ city marketing has become an important tool for the urban development. The main goal is to show how city marketing can be applied on a city that tries to be more resilient and more sustainable by using strategic urban planning to set the vision, to identify the challenges and the problematic areas and to set new goals and objectives in order to plan and build to future proof the complexity of an urban system. For answering the questions of this article we use two case studies Rotterdam (Netherlands) and Thessaloniki (Greece), using a literature review and researches conducted alongside with a benchmarking of their resilient strategies as both of the cities are members of the Resilient Cities Network. From a different perspective of resilient thinking, both of the cities have managed to use resilience as a marketing image for further sustainable development.

The purpose of this paper is to identify factors that influenced customer satisfaction in the Moscow taxi market. The previous researches in customer satisfaction of transportation services laid the foundation of factor model. The resulting list of factors was revised by taxi market experts. The augmented model provided the basis for quantitative survey. The research sample included 310 respondents who have been using taxi services in Moscow during past 2 years. Survey data was analyzed using multiple choice regression method. Analysis results show significant differences between frequent and casual taxi users and a certain number of passenger experience factors that have no influence on customer satisfaction:for frequent users it is discount, for regular users - trip environment, and for rare clients - technical support&security and trip comfort.

In recent years, several brands have received much negative press coverage when trying to market their food and drink products specifically at women. This is, in part, because the taste preferences/sensitivities of men and women are actually quite similar. In fact, perhaps the one and only area where consumers are willing to accept (or should that be swallow) ingested products explicitly targeted at women or men is in the case of nutritional foods/supplements. Such products are not really sold on the basis of their taste/flavour anyway. Many consumers are also sensitive to the so-called pink tax, when near-identical products cost more when sold to women rather than to men (e.g., as in the case of female razors). As the four recent examples discussed in this review make clear, it can be difficult to roll-out a new food or beverage product, or else extend a pre-existing product line, that is especially for women without coming across as sexist/condescending. As such, marketers need to tread carefully, otherwise they may end-up generating unwanted negative publicity. Ultimately, therefore, adopting an implicit approach to gender-based marketing, should that be the direction that a brand wants to take, will likely have more chance of avoiding negative publicity than the explicit targeting of food/beverage-related products in what is undoubtedly a highly-politicized area.

This research explores the pivotal role of big data analytics in enhancing retail marketing and supply chain optimization. As the retail industry undergoes rapid digital transformation, big data analytics has emerged as a critical tool for gaining competitive advantage and improving operational efficiency. The study delves into the various applications of big data analytics, including customer segmentation, personalized marketing, demand forecasting, inventory management, dynamic pricing, and supply chain optimization. It highlights how retailers leverage data from diverse sources to gain insights into consumer behavior, market trends, and operational performance, leading to more informed decision-making. The findings underscore the significant benefits of big data analytics in enhancing customer experiences through targeted engagement and personalized service. Additionally, the research addresses the ethical considerations and challenges associated with data privacy, security, and potential biases in analytics models. It emphasizes the importance of maintaining high standards of data quality and ethical practices to ensure the responsible use of data. The conclusion reiterates the transformative impact of big data analytics in the retail sector, suggesting that while it offers substantial advantages, careful management of its challenges is crucial. The study provides valuable insights into how retailers can harness the power of big data analytics to drive growth, innovation, and long-term success in an increasingly competitive and data-driven market environment.

This paper examines the impact of stringent regulations on personal data protection on customer perception of data security and online shopping behavior. In the context of the rapidly expanding e-commerce landscape, ensuring the security of personal data is a complex and crucial task. The study of several legal frameworks, including Malaysia's compliance with EU regulations and Indonesia's Personal Data Protection Law, provides valuable insights into consumer data protection. The challenges of balancing data safeguarding and unrestricted movement and tackling misuse by external entities are significant and require careful consideration. This research elucidates the pivotal role of trust in e-commerce environments and the deployment of innovative e-commerce models designed to minimize personal data sharing. By integrating advanced privacy-enhancing technologies and adhering to stringent regulatory standards such as the GDPR, this study demonstrates effective strategies for robust data protection. The paper contributes to the academic discourse by providing a comprehensive framework that synergizes legal, technological, and procedural elements to fortify data security and enhance consumer trust in digital marketplaces. This approach aligns with international data protection standards and offers a pragmatic blueprint for achieving sustainable data security in e-commerce.

Influencer marketing has become a pivotal component of digital marketing strategies, offering brands a unique way to connect with audiences through trusted voices. However, measuring the return on investment (ROI) from influencer marketing campaigns can be challenging due to the intangible nature of brand influence and engagement. This abstract explores various techniques and strategies to measure and optimize ROI in influencer marketing. Measurement Techniques: The paper delves into both quantitative and qualitative methods for assessing influencer marketing ROI. Quantitative techniques include tracking metrics such as impressions, clicks, conversions, and sales, using tools like Google Analytics and social media insights. Additionally, advanced attribution models, such as multi-touch attribution and econometric modeling, are discussed for more accurately linking influencer activities to business outcomes. Qualitative approaches involve sentiment analysis and brand awareness studies, which help gauge the impact of campaigns on brand perception and customer loyalty. Optimization Strategies: To maximize the effectiveness of influencer marketing, the paper outlines several optimization strategies. These include selecting the right influencers based on audience alignment and engagement rates, setting clear and measurable campaign goals, and employing A/B testing to refine content and strategies. The importance of long-term partnerships and content diversification is also emphasized, as they can enhance authenticity and sustain audience interest. The abstract concludes that a comprehensive approach combining rigorous measurement techniques and strategic optimization can significantly enhance the ROI of influencer marketing campaigns. By continuously analyzing data and refining strategies, brands can better leverage influencer partnerships to achieve their marketing objectives.

The principal aim of this descriptive-survey investigation is to ascertain the factors influencing individuals' choice to purchase organic commodities in Tehran. The statistical populace for this examination comprised all patrons of food retail establishments in Tehran, with the sample size determined using the Cochran formula for an unknown community size, involving the distribution of 30 questionnaires to customers (n=439). Data collection was carried out through a random sampling technique. The survey instrument consisted of a questionnaire with two sections consisting of general queries (7 questions) and specific inquiries (23 items) categorized into four dimensions (product, price, place, and promotion) for the clientele. The questionnaire's validity was confirmed through face and content validation, while its reliability was assessed utilizing Cronbach’s alpha. Data analysis was conducted using SPSS25 software, encompassing both descriptive and inferential statistical analyses. The results revealed a positive and significant correlation between customers' inclination to consume organic goods and the characteristics of the product, price, and promotion. However, no association was found between the propensity to consume organic products and location characteristics. Concerning contextual variables, a solely positive and significant correlation was identified between the willingness to purchase organic items and consumer income levels. No significant relationships were detected between other contextual variables and organic product consumption. A notable contrast was observed between respondents' gender and their readiness to buy organic products, while no significant variances were noted regarding age, income, occupation, and education in relation to the propensity to purchase organic commodities.

This study aims to explore the E-marketing orientations and relationship management constructs in Jordanian startup enterprises to examine their influence on brand visibility and loyalty in the context of the digital market . The sample consists of 161 managers in startup companies, and structural equation modeling is used to study the relationships between the constructs of e-marketing orientation, capabilities, E-relationship management, brand visibility, and loyalty. The results illustrate that the realization of e-marketing orientation is directly achieved by capabilities and visibility, thereby stressing the importance of a formulated digital market approach and that the realization of effective e-relationship management directly expression by e-marketing capabilities, demonstrating the significance of the digital market concept’s approach. The results further demonstrate that e-marketing capabilities and visibility serve as mediators between the realization of e-marketing orientations and loyalty, Two explanations may be drawn, one from the R resource-Based View theory, and another derived from R elationship M arketing T heory Thus, the study has theoretical implications in terms of R esource-Based V iew and R elationship M arketing T heory. The study offers essential managerial insights for practitioners into the entrepreneurship domain concerned with the necessity of e-marketing capabilities and E-RM attitudes at a customer-centered approach and the strategic application of digital channels to enhance visibility in the intense competition context. Therefore, the empirical results have contributions as essential insights for both stakeholders and account for practical, theoretical, and managerial perspectives in the entrepreneurship domain.

Boutique hotels emerged in the late 1970s since then the product has become more mainstream. The draw of boutique hotels is more personalized services. When marketing and providing services to a niche market it is smart to be able to differentiate potential guests to best meet their needs. The generational cohort theory states that a population may be divided into segments based on their generation. This research focuses on Generation X to find out what they are seeking in a boutique hotel product. Based upon how they chose their travel destination there were significant differences between culinary experience, attractions/activities, and cost/budget.

Extending from the current Elaboration likelihood model scholarship, this article proposes a framework for applying ELM to cricket bat purchase. Professional cricketers or fans require comprehensive and adequate pieces of information about cricket bat through the Internet. Buyers simultaneously encourage internet reviews for product impressions, and they experience meaningful associations. ELM and the Internet exemplify the cricket bat buying process by engaging buyers with product specification and create a meaningful relationship between buyers and sellers. At the same time, buyers feel empowered to choose a product of their choice. Describing the Elaboration likelihood model, we have facilitated an approach for cricket bats buying. This article has explored how ELM through the Internet can encourage buyers to be informative about cricket bats while silencing retailers' voices and visions into a unique buyer-seller relationship.

Colombia is noteworthy as a biodiversity hotspot, featuring an extraordinary number of en-demic orchids, birds, and butterflies. This exploratory study examines the perceptions of desti-nation image considering the cognitive and affective image in predicting behavioral intentions of ecotourists through symmetric data analysis. Using Partial Least Squares (PLS), the author(s) analyzed 64 survey responses collected of rural areas, including a new 15 statement scale spe-cialized on birdwatching. The findings support the reliability of the model, symmetric analysis presents the higher influence of emotions and affections in increasing intentions of recommen-dation, considering birdwatching as based on personal relationships. Additionally, the cognitive image for the birders despite representing destination attributes or sets of destination resources of a mental picture does not have the same impact on behavioral intentions. Therefore, manag-ers should develop positioning strategies based on the generation of emotions, because bird-watching tourists seek to have more emotional experiences.

Fake news was conventionally assumed to mean fabricated information published in newspapers and other mass media. It was mostly done to increase the paper's sales and was unlikely to have long-term impacts on society. Fake news in marketing concerns intentionally delivering false or misleading information regarding a product or service to influence consumer behavior. Despite the severity of these impacts, we noted that there is very little scientific research on fake news in marketing and consumer behavior. This systematic literature review (LRSB) aims to bridge this knowledge gap by searching and analysing relevant publications on "fake news in marketing" and synthesising data from 117 relevant studies, providing a framework for marketers and business leaders to reduce the spread and impact of online misinformation. The main highlights identify that the implementation and use of social media, shaping a presence on the internet, diffusion, and consumption of fake news have become a serious challenge and a dominant problem in the marketing sector, especially with the growth of digital marketing. Strategically, fake news spread can be categorized into various types, and the use of these tactics can produce short-term benefits such as increased engagement and instant sales, but they can also have severe long-term costs such as reputational damage, loss of revenues and market share, and discouraged investors and shareholders.

Background: Smoking is disproportionately prevalent among Aboriginal and Torres Strait Islander Australian peoples, with 39% of Indigenous Australians aged over 15 years smoking daily. Efforts to reduce this high prevalence include culturally focused media campaigns, designed using community consultation, highlighting the need to determine how such health messaging is received by smokers. This study aimed to examine Indigenous Australian smokers’ reactions to a culturally focused anti-smoking mass media campaign—'Give up Smokes’. Methods: Intercept surveying across health services and events used recorded demographics, smoking status, quit attempts, smoking health effects, anti-smoking campaign recall, social support, and campaign reactions. Participants rated campaign images in five domains: 1) whether it made them stop and think; 2) personal relevance; 3) believability of design and message; 4) prompting concern about smoking; and 5) motivation towards quitting. Cluster analysis was used to segment smoker types. Results: Smoking health effects knowledge was high, and did not differ by quit readiness, attempts, or social support. Cessation support access was higher among those with greater readiness to quit. Social smoking behaviour and confidence to support others quitting did not significantly differ between participants, however importance of others quitting did. Quit readiness, attempts, and social support were associated with reaction to campaign design, but not message recall. Four types of smokers were described, using smoking characteristics, who differed in campaign message reactions. Conclusions: Strategies using campaign-exposed smoker characteristics to inform culturally focused health promotion are discussed in relation to four identified types of smokers.

Philippine Lime or Calamansi is considered one of the Philippine high-value crops in Nueva Ecija province. This article presents some issues and problems of the calamansi industry in terms of marketing. The study used a descriptive survey of 56 farm-owners or calamansi growers. Findings revealed that lime production could be a stable income source if the growers can provide the necessary production inputs on a sustainable basis. Calamansi farmers in the province some often confronted with the following problems: the high cost of farm inputs, price fluctuations, price manipulation of big-time traders, and other intermediaries. The study also found out that the existing actors in the chain were limited to growers, laborers, agri-supply shops, nursery owners, intermediaries, and traders. In terms of trading, there is a high degree of competition among traders in the market. The findings and results from this study may have important factors in developing and designing effective agricultural marketing program and startegic development plan by the authorities in the region.

Philippine Lime or Calamansi is considered one of the Philippine high-value crops in Nueva Ecija province. This article presents some issues and problems of the calamansi industry in terms of marketing. The study used a descriptive survey of 56 farm-owners or calamansi growers. Findings revealed that lime production could be a stable income source if the growers can provide the necessary production inputs on a sustainable basis. Calamansi farmers in the province some often confronted with the following problems: the high cost of farm inputs, price fluctuations, price manipulation of big-time traders, and other intermediaries. The study also found out that the existing actors in the chain were limited to growers, laborers, agri-supply shops, nursery owners, intermediaries, and traders. In terms of trading, there is a high degree of competition among traders in the market. The findings and results from this study may have important factors in developing and designing effective agricultural marketing program and strategic development plan by the authorities in the region.

Background: Smartphones have become an indispensable part of the daily lives of adolescents in the 21st century, which is characterized by a highly digitized modern world. Besides their many advantages, smartphones might pave the way to compulsive usage and addictive experiences. To remedy this problem, this study proposes an authentic approach which integrates consumer behavior theories and techniques such as unhook and gamification. An education program has been designed based on these approaches to decrease the problematic smartphone use. Method: The participants of the education program consisted of 305 students (48.2% girls and 51.8% boys) with a mean age of 14.57 (SD = 0.74). The Demographic Form and Smartphone Addiction Scale for Adolescents (SASA) were conducted before the education program and three weeks after the education. Results: The results of the paired sample t-test analysis before and after the education program revealed that the SASA total scores decreased significantly (p < 0.01). There are significant differences in terms of gender, mothers’ education and class levels. Conclusion: This research emphasizes the role of an interdisciplinary approach to the addiction problem. The content used in the education program includes strategies that originally aimed at increasing consumption. The effectiveness of the program can be enhanced further in the future along with self-regulatory additions.

In recent years, food and drink marketers have become increasingly interested in the question of whether there are any meaningful sex/gender differences in the world of taste/flavour perception. However, it turns out that while there are a large number of individual differences in the experience of food/drink, few, if any, fall neatly along sex/gender lines. As such, the marketers of food and drink need to tread very carefully when it comes to marketing food or beverage products specifically at men, or more usually, women. All too often, the brands entering this space soon find their attempts branded crass and/or sexist. Adopting a stealthy or implicit gender-based product development strategy is therefore perhaps more likely to succeed than the explicit targeting of food/beverage-related products in what is undoubtedly a highly-politicized area. That said, the one area where the public appear willing to accept products that are explicitly targeted at men or women is in the case of nutritional foods/supplements.

This current study examines the economics of yam marketing in Bosso local government area of Niger State Nigeria, to this end, statistical tools such as descriptive statistics, marketing margin model, and regression analysis procedures was utilized as estimation techniques. The study relies on random sampling technique of selected 80 yam marketers. The motivation for this study, rest on the dominance of yam marketing operation in the study area as well as the need to chart a better and more efficient system of agricultural marketing for yam marketers in the sampled area. The empirical result reveals that an overwhelming majority (95.1%) of the marketers were 21-50 years of age with 6 years and above of marketing experience dominating (90%). However, most of the yam marketers started the business with capital base of N1,000- N20,000, it was also discovered was that majority (58.8%) of the marketers were female and within their active age with mean age of 35 years which goes to show that female can contribute to the responsibility of the family. The study also seeks to explore marketer’s preference for source of funding either from the formal institutions such as (Banks and Co-operatives) or the informal institutions (from friends or relatives) which is key in the effective and efficient in yam marketing. Finally, the study is set out to find out potential constraints to the attainment of the full gains of yam marketing in the study area and offer workable and visible remedy.

This qualitative research explores the profound implications of integrating real-time supply chain information on marketing decisions within service industries. Through semi-structured interviews with professionals from logistics, retail, hospitality, healthcare, and telecommunications sectors, the study examines how real-time data enhances demand forecasting, inventory management, personalized marketing approaches, agility in marketing responses, and supplier relationship management. Findings reveal that real-time supply chain information significantly improves accuracy in predicting customer demand and optimizing inventory levels, thereby reducing costs and enhancing service delivery efficiency. Moreover, real-time data enables more targeted marketing strategies through granular customer segmentation and dynamic pricing adjustments based on real-time market dynamics. The agility afforded by real-time information allows companies to swiftly adapt marketing strategies to emerging trends and consumer behaviors, maintaining competitiveness in dynamic service markets. Enhanced supplier collaboration and risk management further underscore the strategic value of real-time supply chain integration, fostering stronger partnerships and supply chain resilience. This study contributes to a deeper understanding of how real-time supply chain information transforms marketing practices in service industries, highlighting its role in improving operational efficiency, customer satisfaction, and overall competitiveness. Future research could explore implementation challenges and long-term impacts across diverse service sectors, providing insights into optimizing the strategic use of real-time data for sustained business success.

The aim of this study is to investigate and determine the key factors guiding customer attitudes towards social media influencers, and on that base to explore their effects on purchase intentions towards advertised products or services. A total of 376 fulfilled questionnaires from an online survey were analysed. The main characteristics of digital influencers’ behaviour, affecting consumer perceptions have been systematized and categorized through a combination of both traditional and advanced data analysis methods. Structural Equation Modelling (SEM), machine learning and multi-criteria decision-making (MCDM) methods were selected to uncover the hidden dependencies between variables from the perspective of social media users. The developed models elucidate the underlying relationships that shape the acceptance mechanism of influencers’ messages. The results obtained provide specific recommendations for stakeholders across the social media marketing value chain. Marketers can make informed decisions and optimize influencer marketing strategies to enhance user experience and increase conversion rates. Working collaboratively, marketers and influencers can create impactful and successful marketing campaigns that resonate with the target audience and drive meaningful results. Customers benefit from more tailored and engaging influencer content that aligns with their interests and preferences, fostering a stronger connection with brands and potentially affecting their purchase decisions. As the perception of customer satisfaction is individual and evolving process, stakeholders should organize regular evaluations of influencer marketing data and explore the possibilities to ensure continuous improvement of this e-marketing channel.

This study examines the change in customer satisfaction and the value relevance of customer satisfaction during COVID-19. The COVID-19 pandemic is an unprecedented experience and has caused difficulties for all areas of businesses. Customer relations are one of the biggest paradigm shifts of this period. Companies have placed great importance on customer relations, and customer relations are a critical factor in corporate sustainability. It is very important for firms to retain their customers in the market, create a potential demand, and, thus, increase the firm value. However, prior studies have provided mixed results on whether companies financially benefit from customer relations. Employing the value relevance model, we find that the customer satisfaction score has increased during the pandemic but that the value relevance of customer satisfaction has declined during the pandemic. Together, we interpret the results as indicating new customer satisfaction trends, especially reduction trends. The results are robust even after controlling endogeneity and outliers. This study has several implications for practitioners and academia regarding the new trends in the value relevance of customer satisfaction.

Businesses use technological and social media marketing to respond to the Covid-19 pandemic. This study aims to understand better the factors that impact the spread of new technologies, the effectiveness of social media advertising, and the longevity of businesses. The study used a quantitative strategy based on partial least squares structural equation modeling to learn about the phenomenon of interest as much as possible. Dhaka, Bangladesh, small and medium-sized businesses participated in the survey. According to the findings, the popularity of internet and e-business technologies may be attributed to their apparent usefulness and ease of use. It is connecting internet/e-business technology, social media marketing, and the long-term success of small and medium-sized enterprises. Still, the expense factor was insufficient to prove that SMEs engage in social media advertising. Mediating effects between components may be better understood via internet/e-business technology and social media marketing, as shown by this study. This study is the first of its kind in Bangladesh and sheds light on the resilience of SMEs in the face of the Covivirus-19 pandemic, notwithstanding its focus on the capital city of Dhaka.

Iberian ham, a traditional Spanish meat product, is renowned for its unique nutritional and sensory attributes, garnering widespread appreciation both domestically and internationally [1]. It is one of the most outstanding Spanish gastronomic treasures, with very special nutritional and sensory properties that make it highly appreciated throughout the world [2]. Recent trends indicate a notable surge in its consumption, a pattern projected to persist [3]. For an enhanced online shopping experience, understanding the specific characteristics and requirements of various consumer segments is crucial. This study aims to scrutinize national Iberian ham consumption patterns and, through survey methodologies, discern the preferences and needs of online consumers purchasing whole Iberian hams. The subsequent cluster analysis will empower suppliers with insights to pinpoint business prospects and craft segment-specific online marketing strategies.

This paper conducts a bibliometric analysis focusing on retail and consumer behavior studies. The research addresses key research questions exploring the landscape and evolution of academic contributions in this domain. Leveraging the Scopus database, the research analyzes a significant corpus of 2,111 documents from 1971 to 2022. The findings reveal a distinct surge in scholarly output, reflecting an escalated interest in understanding consumer behavior, particularly in digital environments, influenced by factors such as sustainability and ethical concerns. The research also identifies leading countries and institutions in document production, highlighting the dominance of the United States, the United Kingdom, India, China, and other leading institutions. The analysis also identifies prolific authors, prevalent research themes, and major publications, emphasizing the evolving demand of retail strategies and consumer behavior research.

Customers make purchases through a multi-stage, omnichannel process, which now extends to social media. A loyalty loop can be achieved when an existing customer bypasses the initial stages –consider and evaluate– to make a direct purchase. However, to build that loyalty loop, a retailer must embrace techniques and software across social media marketing, social CRM, and omnichannel CRM. Reviewing literature from academic researchers and industry practitioners, this paper identifies emerging industry trends and discusses an illustrative case study of a UK digital retailer. The importance of social media for omnichannel retailing and building loyalty is highlighted and discussed.

Forest enterprise has been identified as a means of generating income among people; plays a vital role in enhancing the quality of life of forest-dependent people. Despite the opportunities timber marketing offers the people, the disparities in the income generation of the marketers in the Bodija sawn wood Market and the effect of socio-economic factors on income generation of the marketers is not well understood. This study was conducted to assess the socio-economic determinants of contributions of timber marketing to the income of timber merchants in Bodija sawn-wood Market. One hundred structured questionnaires were administered randomly in five zones of the sawn wood Market to obtain information on the socio-economic background of the sawn wood marketers and the contribution of timber trade to their incomes. The result indicated that 99.0% of the respondents were male while females constituted 1.00%. Seventy-five percent of the marketers had post-primary education and 25% had primary education. Two percent of the marketers had below 10 years of marketing experience, twenty-six percent had between 11 and 20 years, 57.00% had between 21 and 30 years, and 15.00% had more than 30years experience. Fifty-eight percent of the respondents earned between ₦10000-₦60000 (1US$ = 360.00) from timber marketing, thirty-one percent earned between ₦60001 and ₦110000, 7% earned between ₦110001 and ₦160000, while 4% earned above ₦160000 per month. Chi-square analysis of the socio-economic characteristics of the respondents and income generation at α level of 0.05 indicated that ethnicity (0.001) and years of experience (0.009) significantly influenced income while the level of education (0.101), age (0.122), and religion (0.745) had no significant influence on the incomes of marketers. Experience is an important factor in sawn wood marketing and a major determinant of the contribution of timber marketing to the income of timber marketers in Bodija sawn wood Market.

The post-2007 crisis-induced an agricultural expansion across Africa, but local level production and marketing experiences remain understudied. This study assesses the dynamics of agricultural expansion and small-scale farmers’ experiences in rural Zambia. Using a mixed research design, data were drawn from surveys, multi-level interviews, group discussions policy reviews and observations. Results show an agriculture expansion among small-scale farmers is underway due to favourable climatic conditions, land, and water availability, enabled by state subsidies, and an emerging market in commercial and supermarket outlets. However, farmers encounter production and marketing challenges related to poor tenure security, late delivery of inputs, and low financing. They face low and fluctuating prices, poor infrastructure, including low levels of mechanisation necessary to expand the production. Overall, despite an agricultural and land-use expansion taking shape, actual benefits for real transformation are largely missing – and currently over their heads. An argument is made that whilst policy actors continue to impress farmers to organise themselves to maximise benefits of an agricultural expansion, actual processes on how farmers can achieve this are missing in policy and practice. This necessitates a focus on multi-level processes aimed at addressing production, storage and marketing dynamics within a progressive coordination arrangement that centralizes small producers. Until that is addressed, the prospects for local development and poverty reduction for small-scale farmers under an agricultural expansion will be slender but continue to centrally reside in the state efforts to create enabling local and community environment that addresses real challenges. Overall, this study helps to extend the debate on diverse processes shaping rural transformation in Zambia and across sub-Saharan Africa, including the role and importance of agricultural expansion.

Over time, the agricultural sector's contribution to the nation's Gross Domestic Product and revenue is declining exponentially; the decline may be attributed to varying problems affecting the agricultural value chain resulting in low productivity. The agricultural value chain comprises a series of activities and value addition processes required to transform raw materials into useable products to maximize the final consumers' utility.¹ The agricultural value chain's marketing activities have been skewed with challenges, thus affecting agricultural productivity and agricultural sector contribution to the economy. The paper critically examines and discuss the impact of agricultural marketing to economic development, a historical review of agricultural marketing in Nigeria, challenges undermining the impact of agricultural marketing, measures to reposition agricultural marketing potential to build back better, policy recommendations to reposition the future of Nigeria's agricultural productivity. The paper aims to promote concerted efforts through knowledge dissemination to build back better through market research and facilitation and boost economic prosperity.

Firms are increasingly organized around the client. At the same time, there is customer pressure on green and sustainable organizations. The purpose of this paper is to map the current state of the research in the domain of customer-centric organizations from a sustainable perspective. We conducted a bibliometric analysis from published documents between 1990 and 2020. Key findings indicate that research on customer centricity and sustainability has increased in recent years and that the topic is structured into 3 clusters: (1) Sustainability; (2) Customer-Centric Perspective, and Sustainable Development; and (3) Customer Experience and Sales. Moreover, new concepts and technologies have been introduced during the last three years. The implementation of a bibliometric methodology and the focus given to the definition, the relationships, and the evolution of the three main clusters within the topic are the characteristics that differentiate our study from other publications or reviews in the field of research. This paper is beneficial for practitioners who aim to deploy the customer centricity approach in their firms from a sustainable perspective.

This research focuses on the knowledge-sharing intention of an expert with the purchasing decision-maker in a company as a marketing point for business-to-business transactions, where a company’s facilities expert connects the company’s purchasing decision-maker with the supplier. By providing information about the supplier’s products and companies to this decision-maker, the expert plays an important role in the purchasing decision-maker’s knowledge on suppliers. Therefore, this study aims to improve expert word-of-mouth (WOM) intentions and examines the strategies that influence them. Statistical verification is employed by considering the answers of 103 engineering experts, and a hierarchical multiple-regression analysis is used to test this study’s hypotheses. As a strategy for influencing expert WOM intentions, both the supplier’s and purchasing decision-maker’s expertise and the tie strength with the supplier are examined; the tie strength with the purchasing decision-maker is considered as the moderating variable. Three of the four hypotheses are supported. This paper gives advices to the facility suppliers who want sustained growth. they should not only appeal their expertise to the facility experts who visit their exhibition booth, but also specify who the visitors are and manage the relations with them personally with a long term perspective.

The advent of artificial intelligence (AI) has revolutionized digital marketing, offering unprecedented levels of personalization. AI-driven personalization leverages machine learning algorithms and data analytics to tailor content, advertisements, and recommendations to individual consumers based on their behavior, preferences, and demographics. This paper explores the effectiveness of AI-driven personalization in enhancing customer engagement, increasing conversion rates, and improving overall marketing efficiency. It also examines the ethical considerations associated with these technologies, including data privacy, consent, and the potential for manipulation or bias. While AI-driven personalization can lead to more relevant and engaging consumer experiences, it raises critical ethical questions that must be addressed to ensure responsible and fair use. The study concludes with recommendations for marketers and policymakers to balance the benefits of AI personalization with the need for ethical standards and consumer protection.

Tax compliance is a problem in Bangladesh, despite the tax system’s importance to economic growth. This research aims to identify the causes of tax compliance behav- ior issues and design customer-centric marketing techniques to increase compliance. The two-fold research strategy began with exploratory and descriptive analysis of primary survey data. The findings revealed a knowledge gap, particularly among younger populations, and showed that public acknowledgment and gamification can improve compliance. Next, experimental and causal research was used. Direct com- munication with 1,000 people and Phase 1 outcomes-based treatments were imple- mented. The results were promising: 95.74% had never experienced tax-related edu- cational programs, and 87% lacked tax calculation knowledge. When offered incen- tives like a 2% tax decrease, 73% were willing to pay taxes immediately. This study shows customer-focused marketing methods can solve Bangladesh’s tax compliance problem. Bridging the information gap and implementing motivating mechanisms can make our nation more obedient and financially stable.

With the increased liberation of trade and fierce competition in the automotive industry, Proton needs to embark on a strategic reform to survive and remain relevant in the challenging market. This case study aims to explain the effectiveness of the Post Geely acquisition's ten years master plan to enhance Proton's self-reliance and global competitiveness. This case suggests that while the company's ten-year Master Plan is holistic and shows positive results in the early years, there is a need for a new business strategy, given the challenges imposed by climate change's impact on the automotive industry moving forward. The potentials of the Electric Vehicles (EVs) market and the Internet of Things (IoT) to develop the necessary long-term competitive advantage. A market strategy integrating the 4Ps and 4Cs framework suggests a two-dimensional convergence of the market mix, incorporating the organization's market strategy with a more consumer expectations-centric and user experience. Strategic integration of Geely's technological assets in developing Proton's technical know-how can address Proton's challenges and opportunities ahead.

Cashless payments are so common and popular that people are gradually not taking cash out of the house. But people still need to carry some cash and a couple of debit cards, which increases the risk of people having their cash or cards lost or stolen. The mobile payment method based on scanning codes solves the problem that you don't need to carry cash or cards when you go out, but you still need to enter the APP to scan the code to complete the payment. This report proposes a POS system with NFC technology, enabling people to complete transactions with new payment methods and reducing carrying other payment tools. Therefore, this paper explores the understanding of the proposed system and improves its functionality. The project aims to facilitate quickness for users to complete transactions, that is, near-field communication, using POS systems with received signals for transactions. Data is collected via triangulated research methods from various respondents across Malaysia with statistics and analysis on the proposed solution. The contactless NFC POS solution allows users to interact with the system via smartphone host card emulation application technology to complete transactions and allow people to reduce carrying other payment tools.

Virtual reality (VR) can play a key role in automotive marketing research, lowering costs and shortening the time it takes to bring a new product to market. However, there are still few VR applications that support automotive customers' experiences during the early stages of product development. Through a systematic review of literature and patents, this study aims to identify the challenges and opportunities for the application of virtual reality in car clinics, and to categorize them into attributes. We searched through the knowledge databases of PatentScout, ScienceDirect, Springer, and IEEEXplore. We found 72 patents with a high concentration in a few inventors. The United States of America presented the greatest number of records and the most common applications related to the apparatus for automatically reading respondents' reactions in a virtual environment. In terms of articles, we found 19 research papers that discussed sixteen categories identified as challenges and opportunities for automotive marketing research: 1) cost, 2) location to customers, 3) flexibility in interactions, 4) model transportation, 5) depth perception, 6) haptic perception, 7) motion, 8) movement perception/ physical collision, 9) color and texture, 10) sound feedback, 11) product interaction/manipulation, 12) visual-spatial, 13) graphic quality, 14) intuitiveness, 15) cybersecurity and 16) cybersickness. We conclude that the automotive industry can employ virtual reality for marketing research, but relevant elements such as hardware and software definition, stimulus quality, and research objectives, among others, must be considered.

Madrid Nuevo Norte (Madrid New North) is an urban redevelopment program applied in the city of Madrid in Spain. In relevance with this, the aim of this paper is twofold: firstly, the project examines if Nuevo Norte project is aligned with the principles of sustainability. Secondly, the paper investigates the impact of Nuevo Norte on the application of city marketing strategies in Madrid. For that purposes, questionnaires were distributed through Internet in 122 urban developers and planners located in the Spanish capital. The results indicated that overall, Nuevo Norte contributes in the sustainable development of Madrid; however, concerns were identified regarding the budget and the timeline of the project. In addition, NNMP provides significant opportunities to local authorities to implement sustainable city marketing strategies, aiming to improve the competitiveness and the quality of life in the city of Madrid. To this end, it seems that city marketing, through the construction of Mega projects, should sift to sustainability, ensuring a better life for local residents and communities in general. The research is expected to assist local authorities in Spain to harness the potential of mega projects, such as Nuevo Norte, in designing city marketing strategies and to promote Madrid in an international context as a city that gives emphasis in urban sustainability.

In this paper, we consider a make-to-order supply chain which satisfies demand that is dependent on both price and quoted lead -time. The manufacturer chooses the lead -time and the order quantity, and the retailer sets the revenue shares. The interactions between the manufacturer and the retailer are modelled as a Nash Game, and the existence and uniqueness of pure strategy equilibrium are demonstrated. A mechanism that enables the supply chain to coordinate the decisions of the members is developed. Lastly, we also analyze how the supply chain system parameters impact the optimal supply chain decisions and the supply chain performance.

How a species is represented by marketers of animal-based products both reflects and shapes how consumers think about that animal. By examining the explicit statements, and implicit messages encoded in the imagery on supermarket egg boxes, this paper explores how hens are represented by whole egg retailers. Content analysis reveals two prominent messages purveyed through eggbox graphics, namely those pertaining to hen welfare and human health. The later disenfranchises hens from their products by focusing on the nutritional value of eggs, whereas the former reflects a public concern for the welfare of egg-laying hens. Although claims of improvements in welfare practices are undoubtedly exploited as marketing tools, they serve to raise awareness and drive competitors to adopt similar practices. Welfare claims are a direct response to public concerns about the plight of hens, and may positively influence industry welfare standards. However, idyllic depictions displayed on eggboxes also lull consumers into the belief that those eggs are an ethically sound food choice, regardless of the actual standard of living experienced by the hens.

Recent studies of the difficulties faced by smallholder farmers in many developing countries have echoed their disconnection with formal markets. These limitations have been attributed to a number of factors including stringent quality and volume requirements, among others. While smallholder farmers seek access to formal markets, the existing alternatives through which they sell their produce remain obscure. Using an interview of market outlets and selected smallholder farmers in the area, the study applied a crop marketing index to examine the outlets currently used by farmers and the volume of potatoes sold in each. Findings indicate that smallholder farmers on average sold sixty-eight percent of their produce. The outlet mostly used by farmers was street vendors because the large supermarkets sold potatoes supplied from external sources. It would be helpful for smallholder farmers to aggregate their produce through producer and marketing cooperatives, to better engage with these formal market outlets.

We aimed to evaluate the safety of maternal Tdap we assessed health events by examining the difference in birth and hospital-related outcomes of infants with and without fetal exposure to Tdap. This was a retrospective cohort study using linked administrative datasets. The study population were all live-born infants in New Zealand (NZ) weighing at least 400 grams at delivery and born to women who were eligible for the government funded, national-level vaccination program in 2013. Infants were followed from birth up to one year of age. There were a total of 69,389 eligible infants in the cohort. Of these, 8,299 infants were born to 8,178 mothers exposed to Tdap (12%), primarily between 28-38 weeks gestation as per the national schedule. Among the outcomes, we found a reduced risk for moderate to late preterm birth, low birth weight, small for gestational age, large for gestational age, respiratory distress syndrome, transient tachypnea of newborn, tachycardia or bradycardia, haemolytic diseases, other neonatal jaundice, anaemia, syndrome of infant of mother with gestational diabetes, and hypoglycemia in infants born to vaccinated mothers. There was no association between maternal Tdap and stillbirth, infant Apgar score at 5 minutes after birth, microcephaly, asphyxia, sepsis or infection, or hypoxic ischemic encephalopathy. Infant exposure to Tdap during pregnancy was associated with a higher mean birthweight (not clinically significant) and higher odds for ankyloglossia and neonatal erythema toxicum diagnoses. There were insufficient observations to allow examination of the effect of Tdap on extreme preterm and very preterm birth, and infant death. Overall, we found no outcomes of concern associated with the administration of Tdap during pregnancy.

Cross-border e-commerce is an opportunity for micro, small and medium sized enterprise (MSMEs) in developing countries. Based on a resource-based approach, this research studied how to support resource lacking enterprises with export marketing strategy. It dealt with actual business cases of Mongolian entrepreneurs trying to export Mongolian products to Korean market. Multiple source data including interviews, internal documents, and group discussions, were matched with theories to come up with strategies and validated by supporting organizations in Mongolia and Korea. The research suggests that MSMEs should rely on third party digital platforms rather than setting up their own. For product strtategy of the marketing mix, sellecting competitive product categories and supporting them adjusting to foreign markets and quality assurance is needed. For price strategy, loccally high priced products should use a price penetration strategy with a lower price compared to competing foreign products. For place strategy, supporting organizations should partner with exporters for collective delivery. For promotion strategy, they need to support the capacity of MSMEs enabling them to use digital marketing tools effectivly. These strategies were validated and adopted by supporting organizations in Monglia and Korea.

Purpose: The purpose of this study is to further explore how e-loyalty and E-marketing influences E-trust and satisfy the demand by offering fresh perspectives based on research as well as emphasis on the factors influencing the E-trust such as culture as a mediator. This study not only contributed theoretically but also presented practical implementations. Design/methodology/approach: Online survey was used to obtain data by focusing the Hospitality sector (Hotel Industry) and verifying the conceptual framework. Data was collected in multiple time lags. Findings: Findings showed that the E-trust influenced by E-loyalty and E-Marketing. E-trust comes from the previous experiences, e-loyalty and e-marketing. Further, some trends such as culture influenced the e-trust. Research limitation/implications: The present study is quite suitable for those Researchers interested in learning more about the effects of E-loyalty and E-marketing on user E-trust and how to mitigate cultural influences can benefit from the current study. This research also has implications for those who wish to improve market allure and survival in digital world. This study focused on the hospitality sector (Hotel Industry) in China; however, the sector and geography could be altered to suit the needs of the study's participants. Practical implications: The present study delivers the practical guidelines which are quiet suitable for understanding the formation of E-loyalty, E-marketing, and E-trust through which specific E-marketing strategy can be designed to deal with the consumer’s E-loyalty and their expectations as per their Cultural perspective. At some particular regions/countries, cultural trends are more important than practical market. This research study practically showed that how culture changed the consumer set of mind. Originality/value: The relationship between E-loyalty, E-marketing, E-trust, specifically with the cultural influence in digital market has been the subject of few research.

The intention to repurchase is a key component in relationship marketing. However, minimal attention has been paid to how customers’ habitual behavior moderates the relationship between customers’ evaluation of benefits received from a service provider and the intention to revisit, specifically in a personal service business where customer-service provider interactions likely constitute the core of a sustainable relationship. To address this gap, the current study proposes and tests a comprehensive model to advance the theory of relationship marketing (RM) and additionally contributes to social exchange theory (SET) as well as the theory of repurchase decision-making (TRD) in the business service context. Structural equation modeling (SEM) was employed to examine the relationships of the research model. Based on data collected from 482 customers on their perceptions of hairstylists, the empirical findings revealed that relational benefits significantly affect post-experience behavior-satisfaction, trust and relationship commitment, and subsequently boost the intention to revisit. Furthermore, habit as an unconscious factor moderates the paths between revisit intention and its determinants. Although several limitations exist, the findings practically and theoretically make a contribution to the literature on relationship marketing.

This paper explores the relationships between marketing strategies, social media platforms, the adoption and diffusion of products and services, and organizational resilience to gain an understanding of the ability of organizations to cope with disruptive events (e.g., COVID-19). This can be achieved through effective marketing strategies and the efficient use of social media platforms. In fact, resilience thinking can help organizations maintain their operations by increasing the adoption and diffusion of their products and services through the use of effective marketing strategies. To achieve this article’s objectives, a literature review is conducted to help develop a conceptual framework that highlights a clear relationship between the previously discussed concepts. In addition, the novel nature of the relationship between marketing strategies and organizational resilience is dissected and its significance for organizations is demonstrated. In fact, the findings of this study suggest that effective marketing strategies that consider the "what," "who," and "how" dichotomies and the efficient use of social media to promote the adoption and diffusion of products and services can significantly enhance the resilience of organizations. These relationships can serve as a starting point for further studies examining and empirically analyzing marketing strategies and their positive effect on strengthening organizational resilience.

Development of Halal Tourism in Indonesia is the focus of the Indonesian government and MSMEs have an important role in supporting the development of halal tourism in Indonesia. This study aims to examine the relationship between marketing communication and Islamic financial literacy on Islamic financial inclusion and MSMEs performance in the halal tourism sector. A covariance-based SEM technique utilizing LISREL software was used to analyze the data from this investigation. Non-probability sampling was employed to collect the data, and the sample consists of 152 halal tourism entrepreneurs. We find that positive and significant association between Islamic financial inclusion and business performance. We also find that there are a positive and significant association between Islamic Financial Literacy and Islamic Financial Inclusion. Marketing communication and Islamic financial inlcuon a positive relationship but insignificant. This studi implies that to establish a halal tourist ecosystem for long-term development in Indonesia, commercial actors must lend their full support. This study demonstrates that they can thrive when MSMEs in the halal tourist ecosystem are backed by Islamic banking and Islamic rural banks. As a result, a more accommodating approach from Islamic banking is required to provide access to halal finance for business actors in Indonesia’s halal tourism ecosystem.

The public interest towards renewable and clean energy is an important part of shaping consumer behavior and policy towards these topics. A “big data” approach towards assessing the public interest for various topics consists in using freely available search frequency data for the Google search engine, through the Google Trends service. The search data frequency can be used to assess public opinion for a variety of topics, such as medicine, climate change and environmental concerns, finance, and economics etc. A study of the public interest towards wind energy topics is reported here. Six Google search keywords (“Wind power”, “Wind energy”, “Offshore wind”, “Wind farm”, “Wind turbine” and “Wind generator”) were investigated in the 2004–2020-time range. All keywords except “Offshore wind” show a steady decrease from a 2008 – 2010 maximum up to 2015, followed by a period limited change in the 2015 – 2020 range. The interest towards offshore wind topics follows a similar trend but increases in frequency starting from 2015 and reaches a maximum in 2018. Overall, the Google Trends data show a decrease of public interests towards most wind energy topics, with the exception of “Offshore wind”, for English speaking users, in the 2004–2020-time range.

The growth of the fаshion industry in Bаndung, which is increаsing every yeаr, if it is not bаlаnced with the аpplicаtion of digitаlizаtion аnd the use of the lаtest technology, it would be very unfortunаte. Аpаrt from the increаse in the number of internet users, the online shopping style by the community is аlso one of the driving forces for the growth of e-commerce, especiаlly in the midst of the current Covid pаndemic situаtion. This study will exаmine the аdoption of e-commerce technology to sell online in the midst of the Covid pаndemic to fаshion industry plаyers in Bаndung using these vаriаbles: effort expectаncy, performаnce expectаncy, fаcilitаting conditions, sociаl influence, existing hаbits, hedonic motivаtion, and also the price vаlue in the UTАUT2 model. So thаt it cаn show how the contribution of the аdoption of e-commerce technology to the behаviourаl intention аnd use behaviour of the fаshion industry consumers in Bаndung. Our research use quаntitаtive approach, cаusаl research/study with Structurаl Equаtion Modeling (SEM) аnаlysis technique using the SMАRTPLS 3.2.9 softwаre. Reseаrchers chose the аccidentаl sаmpling with а totаl of 400 respondents. Аll exogenous vаriаbles аffect behаviourаl intention by 80.9% аnd 54.9% on use behаviour.

Nowadays, customers play a very important and vital role in the field of global economy. As a result, companies give special significance to the customers to survive and grow in the field of economic competition in the modern world and increase their relationship with the buyers of their products and services throughout their lifetime. Marketing growth through mobile phones has provided further motives for performing more researches in the field of customer behavior and attitude in mobile marketing. The goal of the current study is to analyze the effective factors on customer behavior in mobile marketing. The variables used in this study are perceived ease of use, individual knowledge, user’s mobile phone technology, customers’ negative attitudes, and customers’ positive attitudes. The current research is practical in terms of objective and is descriptive-analytic in terms of methodology. Data were gathered by distributing a questionnaire among 284 students of Tehran University. Data were analyzed by structural equation modeling using Lisrel and Expert Choice software. Test results showed that ease of use, individual knowledge, mobile phone technology, positive attitude, and negative attitude variables have a meaningful effect on customer behavior in mobile marketing. The confirmation of all the assumptions of the research supports the importance of the customer behavior analysis in mobile phone services.

Marketing is one of the important stages, the decisive factor affecting the success of production and business activities of every business. Therefore, marketing is considered to be the first and most important stage in the process of introducing, bringing products to market and branding of businesses, especially in the period when the disease situation is taking place very complicated worldwide. This study provides both qualitative and quantitative results for the following research objectives. Firstly, the study will assess the situation and analyze the appropriateness of marketing models in the current market situation trend. Secondly, the study proposes an approach in building a new type of marketing model, which is 3D web-based marketing applied in e-commerce to support the modeling of enterprise products in the form of Interactive 3D products are similar to real products. Thirdly, testing and evaluating 3D e-commerce web marketing model at Truong Hai Auto Showroom, Thai Nguyen City branch. This study also proposes a number of solutions for the research and deployment of 3D web marketing model application for businesses in the current market situation.

Can the smart city provide a new perspective for public and academic libraries? How does the smart city impact the libraries as cultural and scientific assets? And how can libraries contribute to the development of the smart city? An overview of recent library models, like the learning center or the green library, reveals affinities with the concept of the smart city, especially regarding the central role of information and the integration of technology, people and institution. From this observation, the paper develops the outline of a new concept of the smart library which can be described on four dimensions, i.e. smart services, smart people, smart place and smart governance. However, the smart library concept does not constitute a unique model or project but a process, a way how to get things done, less linear, less structured, more creative and innovative. Also, smartness may not be a solution for all library problems.

This qualitative research explores the transformative impact of technological innovations on retail marketing effectiveness. Through thematic analysis of interviews with industry professionals, the study identifies key themes including enhanced customer engagement, personalized marketing strategies driven by AI and machine learning, data-driven decision-making leveraging big data and analytics, the rise of e-commerce platforms, integration of mobile technologies, adoption of augmented reality (AR) and virtual reality (VR), development of omnichannel strategies, and implementation of loyalty programs. These themes illustrate how technology has reshaped retail marketing by enabling real-time customer interactions, personalized shopping experiences, and targeted marketing campaigns that enhance customer satisfaction and loyalty. The findings highlight the critical role of digital platforms like social media in fostering community engagement and brand loyalty. AI and machine learning facilitate personalized marketing efforts, tailoring product recommendations and enhancing customer experiences. Data-driven strategies optimize marketing ROI by providing insights into consumer behavior and market trends. E-commerce platforms expand market reach and streamline transactions, while mobile technologies and AR/VR innovations create immersive shopping experiences that captivate consumers. Omnichannel strategies integrate physical and digital channels, delivering seamless brand experiences and enhancing customer retention through CRM systems and loyalty programs. Looking ahead, retailers must navigate challenges such as rapid technological change, the need for continuous adaptation, and concerns about data privacy. By embracing technological advancements strategically and maintaining ethical standards, retailers can sustain competitive advantage, meet evolving consumer expectations, and drive growth in the digital era.

Taiwan's bed and breakfast (B&B) development has been more than 25 years ago, from the first generation of retirement to the B&B industry, serving tourists from all over the world accom-modation, providing breakfast and accommodation mode to the present, after the change of employees from the second generation, more and more attention is paid to the cultivation and cultivation of business ability. With the advent of the era of AI technology networking, the ca-pabilities required for B&B operation are more focused on all aspects of service, and the good marketing ability of B&B can promote a green chimney-free tourism economy, which is also a favorite industry of various governments and the public. This study explores the basic vocational competency indicators required for running a B&B, with (1)EQ emotion management skills, (2)Financial management ability, (3)(SK) technical skills, and (4)Marketing and promotion management capabilities. Through the study method, the K-S Z test was determined by the con-sensus conclusion of expert reliability and validity p value

This study explores consumer perceptions of virtual reality (VR) in marketing, aiming to understand how immersive technology impacts engagement and brand perception. As VR continues to evolve and integrate into various marketing strategies, it becomes crucial to examine its effectiveness and the factors influencing consumer attitudes. Through a detailed thematic analysis, this research identifies key themes such as familiarity with VR technology, immersion and engagement, technical quality, accessibility, personalization, storytelling, social interaction, purchase intentions, and brand perception. The findings reveal that familiarity with VR enhances enthusiasm and comfort, leading to more positive attitudes towards VR marketing. The immersive and multi-sensory nature of VR provides a significant advantage over traditional advertising methods, fostering stronger emotional connections and increasing memorability. However, the quality of the VR experience is critical; high-quality graphics and seamless interactions are essential for maintaining positive consumer perceptions. Technical issues, such as lag and motion sickness, can negatively impact the experience, especially for those less acquainted with VR technology. Accessibility remains a challenge, with limited access to VR headsets restricting the reach of VR marketing campaigns. Personalization of VR content is highly valued, though it must be balanced with ethical considerations related to data privacy. The power of storytelling in VR enhances engagement by allowing consumers to actively participate in narratives. Social interaction within VR experiences adds an extra layer of enjoyment. The study also highlights the practical applications of VR marketing in high-involvement sectors and underscores the need for continuous innovation and consumer feedback to maximize the technology's impact. Overall, VR holds significant potential to transform marketing practices by offering immersive, engaging, and memorable experiences that deepen consumer connections and drive positive outcomes.

Consumer trust in supply chain certifications plays a pivotal role in shaping contemporary consumer behavior and marketing effectiveness. This qualitative research investigates consumer perceptions of supply chain certifications and their impact on purchasing decisions and brand loyalty. Through semi-structured interviews and focus group discussions with 30 participants, the study explores themes such as credibility, transparency, perceived value, and the influence of certifications on consumer trust. Findings reveal that consumers value certifications that signal ethical sourcing practices and sustainability commitments, viewing them as assurances of product quality and social responsibility. Credibility and transparency in certification processes emerged as critical factors influencing consumer trust, while perceived benefits such as environmental sustainability and fair labor practices positively influenced purchase intentions. Moreover, certifications were found to enhance brand loyalty by aligning with consumers' ethical values and beliefs. However, the study identifies challenges including high certification costs, complexity in compliance, and consumer skepticism, which hinder broader adoption and effectiveness of certifications. The implications of these findings suggest that businesses can enhance consumer trust and market competitiveness by investing in rigorous certification standards, clear communication strategies, and sustainable practices. Addressing barriers through improved transparency and consumer education is crucial for maximizing the impact of certifications on ethical consumption. Future research directions include longitudinal studies on certification impacts and comparative analyses across industries and global markets to further enrich understanding of consumer behavior and certification influences.

The marketing industry is rapidly evolving, necessitating educational programs to adapt and equip graduates with relevant skills and knowledge. This systematic literature review with bibliometric analysis (SLRBA) explores the integration of Problem-Based Learning (PBL) in marketing education. PBL is an instructional strategy that empowers students to solve real-life problems by integrating theory and practice, thus fostering critical thinking and decision-making skills. Our review synthesizes data from 71 sources, highlighting the definition of PBL, strategies to promote its implementation in marketing education, and the benefits and challenges associated with this approach. The findings indicate that PBL enhances student engagement, provides hands-on experience, and prepares students for real-world marketing challenges. Strategies such as using social media, serious games, e-learning, and feedback mechanisms are discussed for their effectiveness in promoting active learning and student participation. Despite its advantages, PBL faces challenges such as resource intensiveness, student resistance, and information integrity issues. This review underscores the importance of PBL in bridging the gap between theoretical knowledge and practical application, ultimately preparing marketing students to meet the demands of the industry. The paper concludes with recommendations for future research and best practices for implementing PBL in marketing education.

Effective communication in English is crucial for marketing professionals in the highly competitive global business landscape. This article emphasizes the importance of English language proficiency and the need for a tailored needs analysis for marketing professionals in the field of Business English. The comprehensive exploration of the needs analysis process outlines its methods and steps, highlighting its relevance in designing targeted language programs. By utilizing surveys, interviews, and observations, trainers and language instructors gain valuable insights into the specific challenges faced by marketing professionals, enabling them to develop customized skill-building approaches. The article also underscores the pedagogical implications of the needs analysis, stressing the significance of a personalized training program that addresses identified language gaps. Recognizing the collaborative nature of the process, the article concludes by discussing the implementation of the training program and the importance of tracking progress, ultimately displaying the tangible benefits of conducting a needs analysis in Business English for marketing professionals in terms of enhancing competitiveness and driving business growth.

(1) Background: The purpose of this study was to investigate the relationship between IMO and burnout while assessing the contribution of job demands and resources on increasing internal orientation and worker well-being and, consequently, the levels of perceived performance; (2) Methods: Data were collected between April and December 2021 by completing an online questionnaire, developed in the Google Forms platform. The following descriptive statistics were analyzed: measures of central tendency (mean), dispersion (standard deviation), minimum value and maximum value. Next, Pearson's correlation coefficient was calculated to analyze the relationship between the variables under study.; (3) Results: The results showed the mediating effect of IMO between performance feedback and perceived performance, while burnout mediates the relationship between emotional and technology demands and perceived performance. (4) Conclusions: These conclusions demonstrate that constructive feedback might help a more efficient performance through better internal communication and the positive effects of technology demands could be the result of the interaction between personal and organizational resources.

Background Content marketing is increasingly important for online branding. Brand popularity can be more easily determined online than sales-based measures but is not yet well-explained from a content marketing perspective. Promising predictors are open data syndication policies, connectivity to e-commerce platforms, product reviews, data health, and the depth and width of a brands product portfolio. A predictive content marketing model can help brand owners to understand their e-commerce potential. Methods We used brand popularity (Brand Popularity Rank) and catalog data in combination with product reviews from an independent content aggregator. For all datasets, we selected the overlapping dataset for brand popularity and brand reviews based on a period of 90 days from June 10, 2022, till September 24, 2022 (n = 333 brands). Backward stepwise multiple linear regression was used to develop a predictive content marketing model of the Brand Popularity Rank. Results Through stepwise backward multiple linear regression five highly significant (p < 0.01) predictive factors for brand rank are selected in our content marketing model: the brand’s data syndication policy, the number of connected e-commerce platforms, a brand’s number of products, its number of products per category, and the number of product categories in which it is active. Our model explains 78% of the variance of Brand Popularity Rank and has a good and highly significant fit: F (5, 327) = 233.5, p < 0.00001. Conclusions We conclude that a content marketing model can adequately predict a Brand Popularity Rank based on online popularity. In this model an open content syndication policy, more connected e-commerce platforms, and catalog size, i.e., presence in more categories and more products per category are each related to a better (lower) Brand Popularity Rank score.

Purpose –The basic purpose of this paper is to find out the librarians perceptions, skills, most effective and constrains to use social media for the marketing purposes in the University libraries and to examine how these libraries perceive the importance of social media marketing. Design/methodology/approach –A nation-wide online survey on University libraries in the Pakistan was conducted to flourish this study, and a total number of 161 responses were used to analyze collected data. Findings –This study revealed the application of social media in university Libraries is very high .The results also disclosed that University libraries observe social media as a substantial tool to increase marketing of library sources and services anticipate to increase their use. Practical implications –The findings of this study can help as a parameter for University libraries when engaging social media for marketing purposes in their libraries. Originality/value –This study calculated the present situation of social media use for marketing in the University Libraries environment, a background that has been under-study in the literature, from these perspectives: perceptions, Skills, effectiveness, practices and constrains

Background: As the only place in a store where all customers must pass through and wait, the checkout lane may be particularly influential over consumer purchases. Because most foods and beverages sold at checkout are unhealthy (e.g., candy/sweets, sugar-sweetened beverages, and salty snacks), policymakers and advocates have expressed growing interest in healthy checkout policies. To understand the extent to which such policies could improve nutrition equity, we as-sessed the prevalence and sociodemographic correlates of purchasing items from checkout. Methods: We assessed self-reported checkout purchasing and sociodemographic characteristics in a national convenience sample of adults (n=10,348) completing an online survey in 2021. Re-sults: Over one-third (36%) of participants reported purchasing foods or drinks from checkout during their last grocery shopping trip. Purchasing items from checkout was more common among men; adults <55 years of age; low-income consumers; Hispanic, non-Hispanic American Indian and Alaska Native, and non-Hispanic Black consumers; those with at least a bachelor’s degree; parents; and consumers diagnosed with type 2 diabetes or pre-diabetes (p-values<0.05). Conclusions: Purchasing foods or beverages from store checkouts is common and more prevalent among low-income and racial and ethnic minority groups. These results suggest that healthy checkout policies have the potential to improve nutrition equity.

Given the high levels of overall volume of alcohol use, detrimental drinking patterns, and high levels of alcohol-attributable mortality and burden of disease, Lithuania implemented a series of alcohol control policies within a relatively short period of time (2008 to 2019). Based on their expected impact on alcohol consumption and alcohol-attributable harm, as well as their target population, the respective policies were classified using a set of objective criteria and expert opin-ion. The classification criteria included: positive vs. negative outcomes, mainly immediate versus delayed outcomes, and general population versus specific group outcomes. The judgement of the alcohol policy experts converged on the objective criteria, and, as a result, two tiers of inter-vention were identified: Tier 1 – general population interventions with an anticipated immediate impact; Tier 2 – other interventions aimed at the general population. In addition, interventions for specific populations were identified. This adaptable methodological approach to alcohol control policy classification is intended to provide guidance and support the evaluation of alcohol policies elsewhere, lay the foundation for the critical assessment of the respective policies to im-prove health and increase life expectancy, and to reduce crime and violence.

Development of both marketing and culture sector has a multi-directional nature showing relationships with the concept of sustainable development that should be considered on various levels of management of cultural sector, i.e. on the level of cultural policy of the state or region, and on micro-scale – in cultural institutions. This is because not only natural environment, economy and technology, but also society and culture constitute the area of sustainable development. Considering the assumptions of sustainable development by cultural institutions is related to implementing in this sphere the marketing concepts that are the expression of adoption of market orientation (on culture participant). The objective of the paper is to show the role of marketing in cultural institutions in the context of assumptions of sustainable development concept. The paper is based on literature studies and results of empirical research of quantitative character, which was conducted on a sample of 451 people managing cultural institutions in Poland. The research included general managers, managers and artistic directors, managers of marketing, promotion and sales departments, as well as owners of cultural institutions. Analysis of research results shows that culture participant has the highest position among groups of consumers of actions conducted by cultural institutions and development of offer diversity, comprised in the concept of sustainable development, emerges as factor stimulating development of culture market that is closely related to growth of the quality of cultural institution offer.

For better export marketing strategies (EMS), companies mobilize their internal resources, which are managerial commitment, firm experience, and product uniqueness. However, Small businesses with constrained resources cannot be well explained with this view. So, more research on how small business come up with EMS have been called for. To explain how resource-restricted firms which rely heavely on entrepreneur, this study adopted the concept of dynamic managerial capabilities (DMCs) and resource versatility to better explain small business exports. We analyzed small businesses in Mongolia with qualitative research methods, including interviews with entrepreneurs and support organizations, site visits, and group discussions. We suggest international dynamic marketing capabilities (IDMCs), which are entrepreneurial orientation, networking capability, and versatile dynamic capability for small business. Theoretical and managerial implications are discussed.

Our study is part of the ongoing discussion concerning influencer marketing as there seems to have been a shift and social media marketing is bigger than ever. Social media outlets are excellent vehicles for fostering relationships with consumers who can be susceptible to influencer advertising. Therefore, companies now pay for posts on users’ profiles to generate popularity for products. How this approach affects consumers’ buying behavior is an interesting research question. We reference Herbert Simon’s economics of attention as an appropriate theoretical construct for describing the reality of the internet. Based on unique survey data from 513 Polish respondents, the study applies econometric methods and supervised and unsupervised machine learning techniques to identify the primary consumer groups with different characteristics of engagement and sensitivity to influencer activities, revealing the possible drivers of purchase intent. The findings provide valuable insights into consumers’ informational preferences, demonstrating how social media influencers may attract attention and drive sales.

This study explores the impact of artificial intelligence (AI) on digital marketing strategies, emphasizing how AI technologies have transformed marketing practices. AI's ability to analyze vast amounts of data has significantly enhanced targeting and personalization, enabling marketers to deliver highly relevant and tailored content to specific consumer segments. The integration of AI in content creation has streamlined processes, improving efficiency while maintaining high standards of quality and relevance. Customer engagement has also been revolutionized through AI-driven tools such as chatbots and predictive assistance, which provide real-time, personalized support and enhance overall user satisfaction. Despite the numerous benefits, the adoption of AI in digital marketing presents challenges, including data privacy concerns, algorithmic bias, high implementation costs, and the complexity of integrating AI with existing marketing systems. The shortage of skilled professionals further complicates effective AI utilization. Looking forward, the potential for AI to drive innovation in digital marketing is substantial, with opportunities for advancements in personalization, predictive analytics, and the integration of emerging technologies like virtual and augmented reality. However, it is essential for businesses to navigate these developments carefully, addressing ethical considerations and ensuring responsible use of AI to maintain consumer trust and achieve sustained success. This study provides insights into the transformative effects of AI on digital marketing and offers a comprehensive overview of the associated benefits and challenges, highlighting the need for a balanced approach to leveraging AI technology.

Supply chain flexibility plays a pivotal role in enabling organizations to adapt their marketing strategies to evolving consumer preferences in dynamic market environments. This qualitative study explores how supply chain flexibility dimensions—responsiveness, agility, resilience, and sustainability—impact marketing strategy adaptation. Through semi-structured interviews and document analysis, insights were gathered from industry practitioners across diverse sectors. Key findings highlight that responsive supply chains facilitate quick adjustments in production, distribution, and sourcing to meet changing consumer demands. Agility enables rapid reconfiguration of operations to capitalize on market opportunities and respond to disruptions effectively. Resilient supply chains mitigate risks and maintain continuity during crises, safeguarding customer satisfaction and brand reputation. Integrating sustainability practices not only meets regulatory standards but also aligns with consumer preferences for eco-friendly products, enhancing corporate social responsibility. Technological advancements such as AI, IoT, blockchain, and cloud computing enhance supply chain visibility, optimize decision-making, and support real-time responsiveness. Despite benefits, challenges like legacy systems, organizational silos, resistance to change, and resource constraints hinder effective implementation. Overcoming these barriers requires strategic leadership, cross-functional collaboration, and continuous investment in technology and talent. Embracing supply chain flexibility empowers organizations to navigate complexities, drive innovation, and sustain competitive advantage. By aligning supply chain capabilities with marketing strategies, companies can enhance market responsiveness, customer satisfaction, and long-term growth in today's dynamic business landscape

This qualitative study explores the transformative role of digital technologies in enhancing supply chain efficiency and marketing effectiveness across diverse industries. The integration of Internet of Things (IoT), artificial intelligence (AI), blockchain, and advanced analytics has reshaped organizational practices, enabling real-time data collection, analysis, and decision-making in supply chain management (SCM) and marketing. Through semi-structured interviews with 25 professionals, including supply chain managers, marketing executives, and IT specialists, insights were gathered into the adoption, integration, and impact of digital technologies within organizational contexts. Key findings highlight IoT's contribution to enhancing supply chain visibility, predictive maintenance, and operational efficiency through continuous monitoring and data-driven insights. AI technologies support demand forecasting, inventory optimization, and personalized marketing strategies, improving customer engagement and satisfaction. Blockchain enhances supply chain transparency, traceability, and security, reducing risks associated with fraud and ensuring compliance with regulatory standards. Advanced analytics provide organizations with actionable insights into consumer behavior and market trends, guiding strategic decision-making and optimizing marketing campaigns. Despite these benefits, organizations face challenges such as technological complexity, integration issues, data privacy concerns, and organizational resistance to change. Strategic planning, leadership support, and investment in digital infrastructure are essential for overcoming these challenges and maximizing the potential of digital technologies. Future research directions include exploring sustainability initiatives in digital SCM, advancing AI-driven analytics, and understanding digital transformation in emerging markets.

Digital transformation is revolutionizing supply chain management, profoundly influencing marketing effectiveness across industries. This qualitative study explores the impact of digital transformation on supply chains and its implications for marketing strategies. Through in-depth interviews, case studies, and document analysis, the research elucidates how digital technologies such as IoT, blockchain, AI, and advanced analytics are reshaping supply chain dynamics. Key findings highlight enhanced supply chain visibility, improved decision-making capabilities, and strengthened collaboration among supply chain partners. These technological advancements empower organizations to optimize inventory management, anticipate market trends, and deliver personalized customer experiences, thereby enhancing operational efficiency and customer satisfaction. Furthermore, the study underscores the role of digital transformation in promoting sustainability and ethical practices within supply chains. Technologies like blockchain facilitate transparent and traceable supply chains, supporting initiatives for responsible sourcing and environmental stewardship. Despite the transformative benefits, the study identifies challenges including significant investment requirements, integration complexities, and data security concerns. Strategic approaches to technology adoption, robust cybersecurity measures, and employee training are essential for overcoming these challenges and maximizing the benefits of digital transformation. Overall, this study contributes to understanding how digital transformation drives innovation in supply chain management and enhances marketing effectiveness. By embracing digital technologies and aligning supply chain strategies with marketing objectives, organizations can navigate competitive landscapes, meet evolving consumer expectations, and achieve sustainable growth in the digital era.

This study explores the critical role of supply chain management (SCM) in shaping marketing strategies in emerging markets, where rapid economic growth and dynamic consumer behavior present both challenges and opportunities. Utilizing a qualitative approach, the research synthesizes insights from industry professionals across various sectors to elucidate how effective SCM practices can enhance marketing outcomes. Findings reveal that flexibility in supply chain operations is indispensable for adapting to the volatile market conditions typical of emerging economies, enabling companies to respond swiftly to changes in consumer demand and market trends. Advanced technologies such as predictive analytics, artificial intelligence, and the Internet of Things are identified as key enablers, providing real-time insights that align supply chain processes with marketing objectives. The ability to customize products and services to local preferences, supported by agile supply chains, emerges as a crucial factor in gaining a competitive edge. Cost management and optimization through efficient supply chain practices allow for competitive pricing and effective promotions, essential in price-sensitive markets. The study also highlights the importance of managing regulatory compliance, mitigating risks, and enhancing customer experience through integrated supply chain strategies. Cultural considerations and local market knowledge are critical for aligning product features and marketing messages with consumer expectations. Additionally, sustainability is becoming increasingly relevant, with environmentally conscious supply chains enhancing brand image and supporting marketing strategies. The impact of e-commerce and the role of supplier relationships further underscore the need for cohesive SCM and marketing integration. This research provides a comprehensive framework for understanding how supply chain capabilities can be leveraged to achieve marketing success in emerging markets, offering practical insights for companies seeking to navigate these complex environments effectively.

The present study seeks to assess the Brand Equity in the network of new fashion designers in the Canary Islands. To this end, we have adapted the Brand Equity model to an online context and proposed a set of metrics for four dimensions: estimate, relevance, awareness, and differen-tiation. The multidimensional approach to online Brand Equity was employed to measure the online Brand Equity of 129 fashion designers from the Canary Islands. The study's findings re-vealed that the number of social media profiles significantly impacts brand awareness and dif-ferentiation. Moreover, the digital maturity level influences brand relevance and overall Brand Equity . Our study highlights the practical value of web data-driven metrics for measuring online Brand Equity , which can be utilised for diagnostic, evaluative, or predictive purposes. The study's outcomes have substantial implications for marketers in the fashion industry aimed at improving online Brand Equity

This qualitative research explores the dynamics of collaborative marketing and supply chain strategies for enhanced product lifecycle management. Through in-depth interviews with industry stakeholders, key themes, challenges, and implications of collaboration emerge. Trust, communication, technology, strategic alignment, and sustainability are identified as critical factors driving successful collaboration. The study highlights the transformative potential of collaboration in driving innovation, efficiency, and customer satisfaction. Despite challenges such as aligning objectives and ensuring data security, collaborative strategies offer significant opportunities for value creation and differentiation. The findings underscore the importance of building trust, leveraging technology, and integrating sustainability considerations in collaborative efforts. Strategic alignment and cultural fit among partners are essential for overcoming differences and achieving common goals. The implications of the research extend to practitioners seeking to enhance collaboration in their organizations and researchers exploring collaborative practices in different industries and contexts. Future research could further explore the impact of collaboration on stakeholder perspectives and outcomes. By addressing challenges and leveraging opportunities, organizations can maximize the benefits of collaborative marketing and supply chain strategies to drive sustainable growth and competitive advantage in today's dynamic business landscape.

Numerous researchers acknowledge that occupational pension protects employees. However, the total occupational pension is shared by employees and employers in China, which is a cost. This study aimed to explore the occupational pension on corporate social responsibility (CSR) and organizational resilience. We drew upon insights from cost-stickiness and resource-based theories to develop a model that illuminates how occupational pension affected firms’ stance toward CSR in the context of the COVID-19 pandemic and how this, in turn, has result organizational resilience. This study categorized CSR into strategic and responsive activities based on cost stickiness. We selected a total of 34,145 observations of Chinese listed companies over the period 2010-2023 as a sample to investigate whether occupational pension changes CSR strategies. The results showed that the cost pressure to contribute to occupational pension drove firms to reduce their responsive CSR and boost their strategic CSR. Moreover, strategic CSR improved organizational resilience, but responsive CSR did not. This relationship between occupational pension and CSR was significantly and negatively moderated by the minimum wage and population aging. Whereas, the relationship between CSR and organizational resilience was significantly and positively moderated by digital transformation and marketing capabilities. This study has implications for decision-making regarding high-quality firm development.

The rapid penetration of social media has been redefining every facet of the old marketing and customer engagement tactics, not only for the low-end and mass products but also for luxury brands. In this context, brands are dealing with the challenge of keeping the balance between using mass marketing strategies concurrent with accentuating the exclusivity of their offerings. Social media can be considered a boon if brands employ them to reach the right audience and use the right platform by incorporating the right content. In this work, we propose a sector-specific, integrated, and holistic investigation of the social media strategies of luxury brands, together with the impact they generate in terms of the engagement level of the users as an indicator of their success. We provide empirical validation of the method in the sector of luxury fashion brands in the Italian market, providing qualitative and quantitative analysis of the content shared on social media, considering the type, timing, and modality of the sharing. We evaluate consumer-brand engagement in different contexts, including important live events in the field.

In the present research, it has been tried to use the applied research bases in the field of business management with marketing orientation. Since there were wide and diverse spectrums in the field of economic activities in Isfahan province and Isfahan city, the model of economic sectors was used to categorize these activities. In this regard, the specific goals of the research in all five sectors of the model of economic sectors, drawing and prioritizing the components (indices) of the 7P marketing mix model in each of these economic sectors by the related individuals and members of subgroups of guilds and non-governmental organizations in Isfahan province, have been formed, specified and determined. Collecting data for processing and answer the question of this research, after designing a questionnaire in accordance with the AHP model standard, by spending a period of 2 months from September 2022 and ended in November 2022 , from the statistical population has been done.

This study explores the application of data mining techniques in marketing strategies, highlighting their impact on customer segmentation, predictive analytics, and personalization. Data mining has emerged as a transformative tool for businesses seeking to enhance their marketing effectiveness by providing deep insights into customer behavior and preferences. Techniques such as clustering, predictive modeling, and personalization are examined for their roles in improving marketing outcomes. Clustering methods, including K-means and hierarchical clustering, enable businesses to categorize customers into meaningful segments, allowing for more targeted marketing efforts. Predictive analytics, utilizing models like decision trees and neural networks, offers the capability to forecast future customer behaviors and trends, thereby optimizing resource allocation and strategy planning. Personalization techniques, such as collaborative filtering and dynamic recommendations, enhance customer engagement by delivering tailored content and offers. Despite these advantages, the study also addresses the challenges associated with data mining, including data privacy concerns, data quality issues, and the shortage of skilled personnel. These challenges underscore the need for effective data management practices and ethical considerations in the application of data mining. Furthermore, the integration of emerging technologies like artificial intelligence and real-time analytics is discussed as a means to overcome existing obstacles and drive future advancements in marketing strategies. The findings underscore the significant role of data mining in revolutionizing marketing practices and highlight the ongoing need for adaptation and innovation in response to evolving market dynamics.

This study investigates the transformative role of mobile applications in retail marketing strategies, focusing on how these digital tools have reshaped consumer engagement, personalization, and operational efficiency. Mobile applications have emerged as pivotal assets for retailers, facilitating direct communication with customers through real-time updates, personalized promotions, and tailored content. The integration of digital loyalty programs within mobile apps has streamlined rewards systems, making it easier for customers to engage with and benefit from loyalty initiatives. By leveraging data analytics, retailers can gain deep insights into consumer behavior, optimize inventory management, and refine marketing strategies. The incorporation of augmented reality (AR) and virtual reality (VR) technologies into mobile apps has introduced innovative ways for customers to interact with products and explore virtual showrooms, enhancing the overall shopping experience. Mobile commerce (m-commerce) has also seen significant growth, driven by the convenience and accessibility provided by mobile apps, which support seamless shopping experiences and mobile payments. Despite these advantages, challenges such as data privacy concerns and the need for continuous innovation remain. Retailers must address these issues to maintain consumer trust and stay competitive. Looking ahead, emerging technologies such as artificial intelligence (AI) and machine learning (ML) are expected to further enhance mobile app functionalities and personalization. The focus on sustainability is also influencing mobile app features, aligning with consumer values and expectations. Overall, mobile applications are set to play an increasingly critical role in shaping the future of retail marketing, offering new opportunities for engagement, innovation, and growth.

This study explores the impact of mobile technologies on consumer behavior in retail marketing, examining how advancements in mobile platforms have transformed shopping habits and interactions with brands. Mobile technologies have revolutionized the retail experience by providing unprecedented convenience, allowing consumers to shop at any time and from any location. This shift has led to a marked preference for mobile shopping over traditional methods, fundamentally altering consumer behavior. Key findings reveal that personalization plays a crucial role in enhancing consumer engagement and satisfaction, with mobile technologies enabling tailored recommendations and offers based on individual preferences. Access to real-time information, such as product details and price comparisons, empowers consumers to make more informed purchasing decisions, reflecting a shift towards deliberate and confident buying choices. Social media and social commerce have also become significant factors, with consumers discovering new products and brands through these platforms and benefiting from integrated shopping features. Impulse buying behavior has increased due to the convenience of mobile shopping, with promotional alerts and simplified payment processes contributing to spontaneous purchases. The integration of mobile technologies with physical store experiences has created a more seamless shopping journey, bridging the gap between online and offline interactions. However, challenges such as privacy concerns, data security, and information overload remain significant. Consumers are increasingly aware of data collection risks and may experience fatigue from excessive marketing messages. To navigate this evolving landscape, retailers must balance the advantages of mobile technologies with addressing these challenges to effectively meet consumer needs and expectations.