Abstract: Knowing customers and segmenting them is crucial for optimizing marketing strategies. It enablesbusinesses to tailor their campaigns to diverse consumer demographics and behavior. This studyleverages data to address the gap in actionable segmentation frameworks by identifying high-valuecustomer profiles. Preexisting literature emphasizes the usefulness of Recency, Frequency, Mone-tary (RFM) metrics, and K-means clustering in the segmentation of retail customers. Yet there area few studies that integrate demographic insights for a holistic profiling. The goal of this analysisis to segment customers from a marketing campaign dataset using RFM features and demographicattributes to develop targeted marketing strategies. We use a dataset of 2,240 customers (Imakash,2021) for this analysis. The methodology combined RFM feature engineering, K-means clustering(validated via the Elbow Method), DBSCAN clustering, and Principal Component Analysis (PCA)for dimensionality reduction. The analysis successfully identified four diverse clusters: high-valueengaged customers, disengaged users, big spenders, and moderately engaged segments. Incomeand age emerged as key demographic differentiators. We also discuss the practical applications,personalized retention strategies for high-value clusters, and revival strategies for inactive users.This project demonstrates integrating RFM metrics with demographic data to enhance marketingprecision. It also offers actionable insights for improving customer lifetime value and campaign ROI.

Abstract: In order to improve the accuracy and efficiency of personalized offer strategies in the retail industry, a dynamic pricing and personalized recommendation system is constructed based on multi-source data fusion and intelligent decision-making models. Analyzing the homogenization problem of traditional offer strategies, deep learning and reinforcement learning algorithms are used to optimize the construction of user profiles, the prediction of purchasing behavior and the generation of offer strategies. The results show that the intelligence-driven personalized Go-to-market strategy effectively improves the user conversion rate and customer unit price, optimizes the inventory turnover efficiency, and enhances the ability to accurately deploy marketing resources. Further research can focus on data privacy protection, cross-platform adaptability and computational cost optimization to enhance the stability and value of the strategy.

Abstract: Since the Covid-19 pandemic and its aftermath, the public's need for healthy food has been very high. One of them is vegetables and fruits. We get healthy vegetables from organic vegetables. The problem of demand and supply of organic vegetables is still large and there are obstacles in marketing and needed strategic management. The existence of online marketing platforms that also developed during the Covid pandemic, but not a few immediately stopped after the pandemic passed. The public's need to sell or buy necessities is still high with an online system, including several vegetable and organic product platforms. known as Business to Customer (B2C) Marketing strategies that use a shared value creation approach (Value co-creation or VCC) are still rarely carried out. The purpose of this study is to see the large demand and supply, sustainable vegetable business models by implementing a value co-creation model on the platform The research method is a mix of quantitative methods with Confirmatory Factor Analysis (CFA) and qualitative with Structural Equation Modeling (SEM) Lisrel analysis test tools), In 200 consumer respondents with random sampling , and organic vegetable supporting actors in eight regions where there are organic vegetable producers with purposive sampling , in March 2022 to March 2023. The results of the study are that the demand and supply of organic vegetables in West Java need to pay attention to the right price and quantity to achieve market balance. The sustainable organic vegetable VCC B2C model is the DSRT model that refines the DART model.

Abstract: The plateau region is frequently characterized by descriptors such as "pristine" and "mysterious" in ecological discourse. Developing effective brand narratives for plateau ecological agricultural products constitutes a critical determinant of brand equity enhancement. Through two controlled experiments, this study systematically examined the dual-path mechanism through which brand storytelling approaches (natural stories vs. humanistic stories) influence consumer brand attitudes. The results revealed that for brands with a short history, natural stories outperform humanistic stories in stimulating consumers' perceived functional value. Conversely, brands with a long history benefit more significantly from humanistic stories in elevating perceived emotional value. Furthermore, agricultural products types moderate these effects: natural stories demonstrate stronger efficacy for primary agricultural products in functional value perception, whereas humanistic stories prove more effective for processed products in emotional value cultivation. Mechanistically, perceived functional value and emotional value operate as distinct mediating pathways, explaining how brand story projects interact with brand history and agricultural product types to influence brand attitudes. These findings offer actionable insights for agricultural enterprises to strategically align narrative content with brand heritage and product characteristics in marketing communications.

Abstract: Social media influencers (SMIs) have become essential stakeholders in digital marketing in recent years. In this study, we investigate the effect of influencer marketing on consumer purchase intentions, actual purchasing behavior, and the role of trust. We draw on the constructs of the theory of planned behavior to develop and validate a research model using Partial least squares structural equation modeling (PLS-SEM) based on survey data from a sample of 232 social media users. We found a significant positive effect of SMIs on purchase intentions. However, purchase intentions only weakly translate into actual purchases. Furthermore, trust in SMIs leads to a greater purchase intention but not actual purchases. We discuss the contributions and implications of the findings and offer future research directions.

Abstract: This study examines the determinants of user experience on online food platforms, focusing on the critical roles of e-service quality, visual design elements (control and color vividness), and consumer electronic word-of-mouth (e-WOM). The research seeks to advance our understanding of how these factors collectively contribute to user engagement, retention, and participation in e-WOM, especially in the rapidly growing online food delivery industry. The study also highlights practical applications for improving user interaction and enhancing customer experience on digital platforms.

Abstract: City branding aims to enhance urban competitiveness and sustainable development, yet traditional evaluations often overlook subconscious stakeholder perceptions. This study addresses this by systematically reviewing 92 articles from Scopus and Web of Science, analyzing how neuromarketing measures implicit emotional and cognitive responses to city branding. The review, conducted using the PRISMA framework, focused on identifying and analyzing the neuromarketing tools used in this context. Electroencephalography (EEG) and eye-tracking were found to be the most prevalent methods, providing insights into attention, arousal, and emotional engagement with urban stimuli. The analysis highlighted the potential of neuromarketing to inform inclusive branding strategies by aligning campaigns with subconscious preferences, while also noting ethical concerns regarding privacy and potential manipulation. Key findings indicated residents and tourists as primary stakeholders, emphasizing the need for multi-stakeholder frameworks. The study concludes that neuromarketing can effectively bridge the gap between perceived and authentic city brands and identities. It recommends future research integrating both neurosciences and management researchers to enhance ecological validity, thereby improving interdisciplinary methodologies for sustainable and emotionally resonant urban governance.

Abstract: YouTube has emerged as a powerful platform for digital content distribution, particularly in niche sectors such as fisheries and environmental sustainability. This study examines the impact of specific keywords on video visibility and engagement, focusing on fisheries-related YouTube channels within the broader supply chain context. Using a statistical analysis with R software, the study isolates the influence of keywords while controlling for macro-characteristics such as video duration, title length, and description length. The findings reveal that while most structural video attributes do not significantly impact views, keyword optimization in video titles plays a crucial role in improving discoverability. Additionally, a positive correlation between views and user engagement (likes) is confirmed, highlighting the role of interaction in content promotion. These insights provide actionable recommendations for content creators seeking to enhance their digital outreach while offering theoretical contributions to search engine optimization (SEO) and social media marketing strategies.

Abstract: The leather industry in Garut Regency, Indonesia, encompasses the entire production chain from sheep farming to leather craft manufacturing. This study examines the influence of digital marketing and entrepreneurial orientation on competitive advantage, with product innovation serving as a mediating variable. Using Structural Equation Modelling–Partial Least Squares (SEM-PLS) and data collected from 177 respondents, the findings reveal that digital marketing contributes 50.2% to product innovation and 27.6% to competitive advantage. Entrepreneurial orientation contributes 40.3% to product innovation and 31.3% to competitive advantage. Furthermore, product innovation positively influences competitive advantage with a contribution of 44.4%. Collectively, the three variables account for 59.3% of the variance in competitive advantage. These results demonstrate the strategic importance of integrating digital marketing and entrepreneurial orientation to drive innovation and gain competitive edge in small-scale leather craft enterprises. Future research is encouraged to explore additional factors influencing digital marketing, such as digital media types, market reach, and target audience characteristics.

Abstract: This study models sustainable food consumption behaviour (FCB) using an integrated framework combining Social-Ecological Systems (SES) theory and the Theory of Planned Behaviour (TPB). Study addresses critical gaps in understanding of FCB by incorporating Consumer Psychological Resilience (CPR) and Consumer Psychological Adaptability (CPA). Study synthesises insights form 144 peer-reviewed articles through a systematic narrative literature review using SCOPUS and Google Scholar databases. Findings reveal resilience maintains sustainable practices under adversity, while adaptability fosters flexibility in dynamic environments. This dual focus helped the study to bridge macro-level ecological insights with individual level psychological factors, hence extending the TPB’s predictive power to address external barriers in sustainable consumption behaviour. The study provides actionable insights for fostering resilience and adaptability, supporting scalable sustainable initiatives. The study operationalizes resilience and adaptability at the individual level through SES and TPB integration. Therefore, the research lays the groundwork for future empirical validation across diverse cultural and economic contexts.

Abstract: Femvertising is increasingly being used by brands to showcase their values and attract consumers, especially in the fashion industry. Previous studies mainly focused on its impact on female consumers, while the perceptions and responses of male consumers are usually ignored. Focusing on the context of men purchasing women’s clothing as gifts, this study explored the impact of femvertising on male consumers’ gift purchasing intention, and examined the mediating role of perceived female empowerment and the moderating role of gift recipients. A situational experiment was conducted to acquire data, and hypotheses were tested with regression analysis and bootstrapping method. The results demonstrated that the overall effect of femvertising on male consumers’ gift purchasing intention is not significant, but there is a significant and positive mediating effect of perceived female empowerment in it, and the mediating effect is stronger for a communal relationship (versus exchange relationship).

Abstract: This paper suggests a method of private internalization of externalities via the bundling of new fossil fuel automobile purchases. The bundle encourages and pursues a new quality of life entailing planting trees, a healthy body and mind, and efficient use of new energy usages for the joining of a grassroots environmental club. The work was motivated by the classic article of Ronald Coase, the Problem of Social Cost (1960) in Economics. Marketing plays an important role in this internalization endeavor. Indeed, modern behavioral economics and psychology help inform how creative bundles of a new automobile purchase with sustainable lifestyle elements can effectively formulate some promotional propositions. The pragmatism we are demonstrating in this piece is to show the linkage between theories and marketable directions.

Abstract:

Interactive media technologies such as (Mobile) Augmented Reality (MAR) are reshaping marketing by providing an immersive experience for the customer. Due to the new type of interaction, relevant content can be experienced virtually in the physical environment. This can support the decision-making process and, thus, an increased purchase intention. However, the question of which specific experiences influence this remains. Only a little research was conducted in this field. By applying MAR, this article provides insights into different experiences influencing purchase intention and brand attitude. We conducted a quantitative study evaluating the OpAR app by the German Opera on the Rhine, a leading German opera house German. The study applied the AR Virtual Experience Marketing Model (VEMM). A total of 254 study participants were collected. Concerning results, the measurement model was confirmed.

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This study investigates the role of information boundaries in organic food packaging and their impact on consumers' purchase intentions, aiming to uncover how packaging information design can drive sustainable consumption. Although previous research has extensively explored factors such as background color, shape, and positioning, the influence of information boundaries has received less attention. Through three experiments involving 766 participants, this study delves into the psychological mechanisms influencing sustainable consumption. Experiment 1 explores how information boundaries (presence vs. absence) affect purchase intention and confirms that health perception mediates this relationship. Experiment 2, using virtual brands to eliminate brand familiarity bias, further validates the positive effect of information boundaries on purchase intention through heightened health perceptions. Experiment 3 investigates the moderating role of certification label structures, showing that information boundaries enhance purchase intentions when ingredient-level cues are presented, whereas boundary-free designs are more effective for product-level cues. Our research demonstrates that driving consumer purchases of organic products through strategic packaging design contributes significantly to achieving sustainability goals. These findings provide actionable insights for businesses and policymakers aiming to develop packaging strategies that promote long-term sustainability and environmentally responsible consumer behavior, ultimately contributing to the achievement of global sustainable development goals.

Abstract: Given that there is a huge gap between environmental concerns and actual recycling behaviour, it is important to determine township consumers’ actual recycling behaviour in order to develop sustainable recycling campaigns in townships. Studies have pointed out the significance of consumer engagement in driving actual recycling behaviour as part of climate change. Studies on recycling behaviour in South African townships are limited. The collection of waste in South African townships is less effective than in the urban areas. As a result of this, consumers dispose of their waste informally in the spaces between their houses and shacks. An online survey was conducted among township consumers in South Africa which showed that a positive attitude towards recycling, and perceived behavioral control had a positive and significant effect on consumers’ intention to engage in recycling, whereas subjective norms had no effect. The recycling attitude, personal norms, subjective norms, facilitating conditions and environmental concerns were found to influence consumers’ actual recycling behavior Furthermore, the users’ intention to engage in recycling was found to mediate the relationship between recycling attitude, perceived behavioral control, facilitating conditions and personal norms, and actual recycling behavior.

Abstract: Customer relationship management (CRM) is a key factor driving innovation and organizational growth. The present study investigated the relationship between data-driven CRM and innovation in Taiwan. We developed a theoretical framework involving CRM theory, innovation theory, and technology adoption theory to account for the cultural and organizational contexts of Taiwan to investigate this relationship. The study distributed questionnaires to employees and stakeholders within Taiwanese firms to understand their firms’ innovation and CRM practices. The results indicate that technology adoption and organizational culture have mediating effects and industry dynamics and organizational size have moderating effects on the relationship between data-driven CRM and innovation. That is, adopting new technology and having an organizational culture that supports innovation and company-wide collaboration can enhance the effects of implementing CRM practices. In addition, certain industries (e.g., the technology industry) are more likely to effectively leverage CRM practices to drive innovation, and although large organizations have more resources and can therefore more easily implement CRM systems, small and medium-sized enterprises can more quickly adapt and innovate on the basis of CRM insights. These findings highlight the importance of CRM in driving innovation and reveal key factors influencing the effectiveness of CRM in doing so.

Abstract: Smart home technologies offer numerous benefits to consumers. This study explored the relationship between the perceived benefits of and likelihood of adopting smart home technologies among Taiwanese consumers. The study conducted a survey in May 2024 and collected data from 424 respondents of various ages, educational backgrounds, and income levels. Data on the perceived benefits of smart home technologies, the perceived challenges of adopting these technologies, current methods for managing household tasks and energy consumption, and the likelihood of adopting smart home technologies were collected. The perceived benefits of smart home technology include enhanced comfort, security, and energy efficiency. Comfort and energy efficiency but not enhanced security were significant predictors of adoption. Proficiency in online research but not general technical proficiency also significantly predicted adoption. Consumers dissatisfied with current home management methods were more likely to adopt smart home technologies. Positive perceptions of benefits and dissatisfaction with current methods drive the adoption of smart home technologies. A merit of this study is its use of empirical evidence. The study offers valuable insights into consumer buying behaviors and contributes to the smart home technology industry by identifying gaps that may prevent users from embracing smart home technologies.

Abstract:

The present study aims to identify and analyze high-impact articles and citations related to the key factors influencing customer loyalty and return in the digital environment, with an emphasis on effective practices for retention on digital platforms. The goal is to highlight the most relevant factors and evaluate how new digital technologies impact this process. To achieve this objective, a bibliometric analysis was conducted using the Biblioshiny and Bibliometrix tools. The sample included 300 scientific articles, and descriptive statistical analyses of the main bibliographic metrics were presented.A Sankey Diagram was created to relate different bibliographic factors, such as countries, journals, and authors. Additionally, clustering methods were applied through bibliographic coupling, co-citation, and scientific collaboration analysis using the Louvain algorithm. Subsequently, factor analysis methods were employed to propose a conceptual structure map. Finally, the results were analyzed and discussed, highlighting emerging technologies such as artificial intelligence and big data as essential tools for customer loyalty.

Abstract: Digital technology has greatly influenced the way the public engages in sports activities. However, the behavioral decision-making process associated with the adoption of digital technology for sports participation remains unclear. This study employs the Behavioral Reasoning Theory to elucidate the cognitive processes underlying participants' behavioral intentions by examining the reasons for and against the adoption, as well as the influence of self-efficacy. The model presented is a theoretical expansion of the current innovation frameworks within sports management and marketing. Findings indicate that the reasons against adoption by respondents exert a more substantial impact on their attitudes and behavioral intentions than the reasons for adoption. Perceived enjoyment and perceived barriers to use are identified as the leading factors for reasons in favor of and against adoption, respectively. The study also highlights the pivotal role of participants' self-efficacy in the cognitive decision-making process concerning the adoption of digital technology for sports participation. To amplify the impact of digital technology within the sports domain, it delineates the reasons for and against adoption and to account for the influence of self-efficacy in the decision-making process, thereby ensuring that the integration of digital technology with sports more effectively addresses the practical needs of participants.

Abstract:

The main objective of this paper is to is to assess the influence of claims suggestion eco-friendly nature of products, presented on food product packaging, on consumers’ purchase intentions and brand image. To achieve this, an experimental study was conducted in which participants were presented with packaging prototypes to explore their purchase preferences and attitudes toward the brand. The study involved two types of food products—apple juice and a box of chocolates. Some packaging prototypes featured pro-environmental attributes, while others did not. The results confirm the positive impact of pro-environmental packaging elements on consumers’ purchase intentions and brand perception. “Eco-friendly” brands were perceived as high-quality and more appealing. In both product categories, the majority of respondents preferred brands incorporating pro-environmental elements on packaging. These findings highlight the potential benefits for brand owners of integrating sustainability-focused content into packaging, which can serve as a competitive advantage in the food market.