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Preprint ARTICLE | doi:10.20944/preprints202404.0766.v1

Ending Bowling Alone: Co-creating Values and Building Social Capital via Customer Engagement in Social Media

Tingting Zhang, Hongxuan Yu

Subject: Business, Economics And Management, Marketing Keywords: Value co-creation; Social Media; Generation Z; Motivational analysis; Social Engagement; Utilitarian and Hedonic Motives

Online: 11 April 2024 (11:12:23 CEST)

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Preprint CASE REPORT | doi:10.20944/preprints202404.0786.v1

Conceptualizing Ethical AI-Enabled Marketing: Current State and Agenda for Future Research

Mohammad Al Haj Eid, Mohammad Abu Hashesh, Abdel-Aziz Ahmad Sharabati, Ahmad Khraiwish, Shafig Al-Haddad, Hesham Abusaimeh

Subject: Business, Economics And Management, Marketing Keywords: Artificial Intelligence (AI); AI Ethics; Marketing; Privacy; Data Security; Bias; Transparency; Accountability; Trust; Regulatory Frameworks for AI

Online: 11 April 2024 (09:35:17 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202404.0615.v1

Recycling Reinforced: The Synergistic Dynamics of Sustainable Behavior

Ebru Enginkaya, MUNİSE HAYRUN SAĞLAM

Subject: Business, Economics And Management, Marketing Keywords: pro-environmental behavior; recycling; sustainability; self-efficacy; social pressure; feelings of pride

Online: 9 April 2024 (08:44:43 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202403.1743.v1

The Influence of Tourism Nostalgia on Rural Pro-environmental Behaviors: Chain Mediation of Environmental Responsibility and Awe

Zhao Haipeng, Fumitaka Furuoka

Subject: Business, Economics And Management, Marketing Keywords: Tourism Nostalgia; Pro-environmental behavior; Awe

Online: 28 March 2024 (10:18:23 CET)

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Preprint ARTICLE | doi:10.20944/preprints202403.1138.v1

Impact of Social Media Marketing Activities and ESG Green Brand Involvement on Green Product Repurchase

Tung-Lai Hu, Chuang-Min Chao, Chia-Hung Lin

Subject: Business, Economics And Management, Marketing Keywords: Social media marketing activities; green values; environmental concerns; brand image; brand involvement; repurchase intention

Online: 19 March 2024 (14:32:31 CET)

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Preprint ARTICLE | doi:10.20944/preprints202402.1543.v1

Archaeological Parks in the Service of Tourism - A Comparative Analysis of Hungarian and Western - European Archaeological Parks

Ivett Vargáné Gálicz, Róbert Magda, Lóránt Dénes Dávid

Subject: Business, Economics And Management, Marketing Keywords: archaeological park, tourism, museum tourism, land use, urban analysis

Online: 27 February 2024 (11:49:21 CET)

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Preprint ARTICLE | doi:10.20944/preprints202402.1188.v1

Consumer Decision Making Model Process but as Independent Factors: And Its Influence on Purchasing Behavior

Andy Ismail, Yenny Maya Dora, Taofik Hidajat

Subject: Business, Economics And Management, Marketing Keywords: Consumer decision making; paradigm shift; purchasing behavior; independent variable; digital age; diversity; social factors; psychological factors; contextual factors

Online: 21 February 2024 (11:38:02 CET)

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Preprint ARTICLE | doi:10.20944/preprints202401.0740.v2

Can Social Media-Driven Trust and Customer positive Emotions with a Car Dealership Increase Brand Love?

Mohamad Hashem, Carla Ruiz Mafé, Rafael Currás Pérez

Subject: Business, Economics And Management, Marketing Keywords: brand love; emotions; perceived service quality; automobiles

Online: 12 February 2024 (11:33:35 CET)

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Preprint ARTICLE | doi:10.20944/preprints202402.0572.v1

The Influence of Consumption Values on the Environmental Attitudes and Organic Purchase Intentions of Millennials: A Quantitative Study Using Structural Equation Modeling in Peru

Carlos Arturo Hoyos-Vallejo, Oscar Ortiz-Regalado, Nelson Geovany Carrión-Bósquez

Subject: Business, Economics And Management, Marketing Keywords: Consumption Values; Environmental Attitudes; Purchase Intention; Organic Products; Millennials.

Online: 9 February 2024 (11:18:07 CET)

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Preprint ARTICLE | doi:10.20944/preprints202402.0400.v1

Effect of AI Gender on Trust and Grounding

Joo-Eon Jeon

Subject: Business, Economics And Management, Marketing Keywords: AI agents; AI gender; Trust; Grounding; Virtual brad spaces

Online: 7 February 2024 (07:57:57 CET)

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Preprint ARTICLE | doi:10.20944/preprints202401.1833.v1

Harmonizing Movements and Messages: A Traditional Dance Performance Arts-Inspired AIDA Model for Promoting Sustainable Behavior and Effective Marketing Sustainability Communication

Chang-Ning Hung, Chung-Jen Fu, Andri Dayarana K. Silalahi

Subject: Business, Economics And Management, Marketing Keywords: AIDA model; emotional engagement; environmental awareness; performing arts; sustainable behavior; traditional dance

Online: 25 January 2024 (14:13:35 CET)

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Preprint ARTICLE | doi:10.20944/preprints202401.1798.v1

The Growing Business of Electric Vehicles: A Shift Towards Sustainable Transportation

Rasa Rezaei, Huei Peng

Subject: Business, Economics And Management, Marketing Keywords: Business; Management; Electric Vehicles (EVs); Strategy

Online: 25 January 2024 (04:19:27 CET)

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Preprint ARTICLE | doi:10.20944/preprints202401.1570.v1

The Impact of Types of Recommendation System on User Satisfaction: A Moderated Mediation Analysis

XINYUE HE, QI LIU, SUNHO JUNG

Subject: Business, Economics And Management, Marketing Keywords: recommendation system; user shopping goal; feeling right; psychological reactance; moderated mediation

Online: 23 January 2024 (03:47:05 CET)

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Preprint ARTICLE | doi:10.20944/preprints202401.0461.v4

Social Media Monitoring as a Strategy for Online Reputation Management in Zimbabwe’s Life Assurance Industry

SIPHIWE MANDINA, Nicholas Matsika

Subject: Business, Economics And Management, Marketing Keywords: online reputation management; technology adoption; life assurance; social media

Online: 15 January 2024 (10:37:06 CET)

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Preprint ARTICLE | doi:10.20944/preprints202401.0461.v3

Social Media Monitoring as a Strategy for Online Reputation Management in Zimbabwe’s Life Assurance Industry

SIPHIWE MANDINA, Nicholas Matsika

Subject: Business, Economics And Management, Marketing Keywords: online reputation management; technology adoption; life assurance; social media

Online: 12 January 2024 (11:38:07 CET)

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Preprint ARTICLE | doi:10.20944/preprints202401.0740.v1

Can Social Media-Driven Trust and Customer Happiness with a Car Dealership Increase Brand Love?

Mohamad Hashem, Carla Ruiz Mafé, Rafael Currás Pérez

Subject: Business, Economics And Management, Marketing Keywords: brand love; emotions; perceived service quality; automobiles

Online: 10 January 2024 (08:54:07 CET)

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Preprint ARTICLE | doi:10.20944/preprints202401.0461.v2

Social Media Monitoring as a Strategy for Online Reputation Management in Zimbabwe’s Life Assurance Industry

SIPHIWE MANDINA, Nicholas Matsika

Subject: Business, Economics And Management, Marketing Keywords: online reputation management; technology adoption; life assurance; social media

Online: 8 January 2024 (17:02:36 CET)

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Preprint ARTICLE | doi:10.20944/preprints202401.0461.v1

Social Media Monitoring as a Strategy for Online Reputation Management in Zimbabwe’s Life Assurance Industry

SIPHIWE MANDINA, Nicholas Matsika

Subject: Business, Economics And Management, Marketing Keywords: online reputation management; technology adoption; life assurance; social media

Online: 5 January 2024 (10:45:16 CET)

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Preprint REVIEW | doi:10.20944/preprints202401.0373.v1

Decoding the Relationship of Artificial Intelligence, Advertising, and Generative Models

Han Woo Park, Camille Velasco Lim, Yu Peng Zhu, Muhammad Omar

Subject: Business, Economics And Management, Marketing Keywords: generative AI advertising; artificial intelligence advertising; machine learning advertising; bibliometrics; full counting; co-occurrence network analysis; co-author network analysis

Online: 4 January 2024 (08:59:13 CET)

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Preprint ARTICLE | doi:10.20944/preprints202312.2106.v1

Authorized and unauthorized consumption of SVOD content: Modeling determinants of demand and measuring effects of enforcing access control

Ignacio Redondo, Diana Serrano

Subject: Business, Economics And Management, Marketing Keywords: film business; subscription video-on-demand; account sharing; digital piracy; psychological reactance; fairness theory

Online: 27 December 2023 (11:39:41 CET)

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Preprint ARTICLE | doi:10.20944/preprints202312.1838.v1

Delightful Customer Experience: An Antecedent for Profitability and Sustainable Growth of Airline Businesses

Arasu Raman, Dwi Suhartanto, Mohd Hareez Bin Shaharun

Subject: Business, Economics And Management, Marketing Keywords: corporate sustainability; covid-19; customer satisfaction; consumer behavior; delighting customers; sustainable growth

Online: 26 December 2023 (02:31:28 CET)

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Preprint ARTICLE | doi:10.20944/preprints202312.1458.v1

Understanding Online Food Communities and Consumption Patterns in the Pandemic Through Netnography

Amrita Chakraborty, Gourav Roy

Subject: Business, Economics And Management, Marketing Keywords: online communities; food; netnography

Online: 20 December 2023 (09:33:38 CET)

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Preprint ARTICLE | doi:10.20944/preprints202312.1384.v2

Understanding the Cricket Bat Buying Behaviour: Exploring Elaboration Likelihood Model and Digital Engagement

Gourav Roy, Amrita Chakraborty

Subject: Business, Economics And Management, Marketing Keywords: ELM; Consumer behavior; digital marketing; digital consumption

Online: 19 December 2023 (08:34:20 CET)

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Preprint ARTICLE | doi:10.20944/preprints202312.1384.v1

Understanding the Cricket Bat Buying Behaviour: Exploring Elaboration Likelihood Model and Digital Engagement.

Gourav Roy

Subject: Business, Economics And Management, Marketing Keywords: ELM; Consumer behavior; digital marketing; digital consumption

Online: 19 December 2023 (04:57:11 CET)

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Preprint ARTICLE | doi:10.20944/preprints202312.0510.v2

Bibliometrics Study of Retail and Consumer Behavior Articles (1971-2022)

Quintessa Huynh

Subject: Business, Economics And Management, Marketing Keywords: retail; consumer behavior; bibliometrics; marketing trends; research community

Online: 18 December 2023 (10:18:56 CET)

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Preprint ARTICLE | doi:10.20944/preprints202312.0510.v1

Bibliometrics Study of Retail and Consumer Behavior Articles (1971-2022)

Quintessa Huynh

Subject: Business, Economics And Management, Marketing Keywords: retail; consumer behavior; bibliometrics; marketing trends; research community

Online: 7 December 2023 (11:16:13 CET)

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Preprint ARTICLE | doi:10.20944/preprints202311.1506.v1

Effectiveness of Advertising Campaigns on Short-Form Video Social Platforms: An Empirical Analysis through a Large-Scale Randomized Field Experiment on ByteDance

Yitian (Sky) Liang, Xinlei (Jack) Chen, Shengnan Han, Jinglong Zhang, Yubo Chen

Subject: Business, Economics And Management, Marketing Keywords: digital advertising; ad platform; ad spillover; advertising effect

Online: 23 November 2023 (10:00:58 CET)

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Preprint ARTICLE | doi:10.20944/preprints202204.0238.v4

Brand Identity and Halal in Malaysia’s Food Smes: One Tale from Two Model Analyses

Muhammad Nur Fitri Razak, Rosmiza Bidin, Bahtiar Mohamad, Mohd Nizam Osman, Jen Sern Tham, Rodziah Atan, Kavitha Balakrishnan

Subject: Business, Economics And Management, Marketing Keywords: Brand Identity; Corporate Identity Management; Food SMEs; Halal; Machine Learning; Structural Equation Modeling; Structural Topic Modelin

Online: 16 November 2023 (14:36:09 CET)

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Preprint ARTICLE | doi:10.20944/preprints202311.0703.v1

Identifying and Categorizing the Influencing Factors on the Purchase of dairy Products (Case Study: Customers of Diary Companies in the City of Mashhad)

Hossein Balouchi, Mohammad Ali Siahsarani Kojouri, Hadi Movludian, Negar Atashparvar

Subject: Business, Economics And Management, Marketing Keywords: influencing factors on purchase; purchase of dairy products; exploratory factors; mixed research; structural validity

Online: 10 November 2023 (12:06:13 CET)

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Preprint ARTICLE | doi:10.20944/preprints202311.0255.v1

Innovation and Sustainability in Business Turbulence: Navigating the ‘Now Normal’ through Value Co-creation

Ayantunji Gbadamosi, Nnamdi O Madichie, Emmanuel Mogaji

Subject: Business, Economics And Management, Marketing Keywords: COVID-19; Entrepreneurship; SMEs; Opportunity-necessity nexus; Value co-craetion; Now-normal; Sustainability; Turbulence; Innovation

Online: 3 November 2023 (14:34:23 CET)

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Preprint ARTICLE | doi:10.20944/preprints202310.0851.v1

Go Green or Green Will Go: Exploring the Nexuses between Covert & Guerrilla Marketing and Ecological Buying Behavior in Food Sector

Muhammad Ashraf, Asif Mahmood, Main Al-Dalahmeh, Shah Ali Murtaza, Edina Molnár

Subject: Business, Economics And Management, Marketing Keywords: Covert Marketing, Overt Marketing, Guerrilla Marketing, Brand Evangelism, Ecological Consciousness, Food Industry.

Online: 13 October 2023 (07:55:20 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202310.0011.v1

Improving Understanding of Consumer Attitudes toward Cultured Meat through the Lens of Online Media Framing

Béré Benjamin Kouarfaté, Fabien Durif

Subject: Business, Economics And Management, Marketing Keywords: Text mining; Cultured meat; Artificial meat; media framing; attitude; social acceptability; Consumer acceptance; consumer behavior

Online: 1 October 2023 (09:45:46 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202309.1662.v1

The Objective is to Enhance Sales through an Offline to Online (O2O) Strategy (Case Study: Kampoeng Merdeka Clothing in Makassar City)

Imaduddin Murdifin

Subject: Business, Economics And Management, Marketing Keywords: Online to Offline (O2O) transition strategy; transaction security; sales volume; O2O networks

Online: 25 September 2023 (11:13:48 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202309.1109.v1

Effect of Design and Affective Museum Image on Behavioral Intention for Museum Archaeological Box

Feng Lin, Kisang Ryu, Yuxia Kong, Chen (Peter) Nian

Subject: Business, Economics And Management, Marketing Keywords: aesthetics; symbolism; affective museum image; perceived value; behavioral intention

Online: 19 September 2023 (03:53:27 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202309.0121.v1

Rapid Mass Adoption of Electric Vehicles, Most Effective Means of Reducing Greenhouse Gas Emissions for High Carbon Footprint Countries– Case of Kuwait

Sumayya Banna, Andri Ottesen, Basil Alzougool

Subject: Business, Economics And Management, Marketing Keywords: Electric Vehicles; Green Transport, Carbon Footprint, Kuwaiti National Customer Preference

Online: 3 September 2023 (13:53:04 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202308.2085.v1

Factors Influencing Purchase Intention of Organic Food among Individuals with Chronic Diseases

Yam B. Limbu, Christopher McKinley, P. Ganesan, Tianfu Wang, Junzhou Zhang

Subject: Business, Economics And Management, Marketing Keywords: organic food knowledge; attitude toward organic food purchase; subjective norm; organic food purchase intention; organic food purchase self-efficacy; gender; education

Online: 30 August 2023 (12:05:24 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202308.0261.v1

Assessment of Impact of COVID-19 Pandemic on Consumer Behavior Using the AHP Model

Marko Šostar, Vladimir Ristanović

Subject: Business, Economics And Management, Marketing Keywords: Conusmer behavior; COVID-19 pandemic; consumer habits; Analytic Hierarchy Process

Online: 3 August 2023 (10:30:17 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202307.1345.v1

Dispel the Clouds and See the Sun: Influencing Factors and Multiple Path of User Retention Intention Formation

Hongjin Zhang, Longying Hu

Subject: Business, Economics And Management, Marketing Keywords: quality of experience; brand trust; brand attachment; user retention intention; case study; fsQCA

Online: 20 July 2023 (02:36:47 CEST)

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Preprint REVIEW | doi:10.20944/preprints202307.0330.v1

The Digital Marketing for Sustainable Development

Albérico Travassos Rosário, Paula Rosa Lopes, Filipe Sales Rosário

Subject: Business, Economics And Management, Marketing Keywords: digital marketing; sustainable development

Online: 6 July 2023 (10:38:41 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202307.0125.v1

The Effect of Corporate Social Responsibility on Brand Equity in the Banking Industry: The Mediating Role of Brand Credibility and Brand Image

Gebeyehu Jalu Negassa

Subject: Business, Economics And Management, Marketing Keywords: Corporate Social Responsibility; Brand Credibility; Brand Equity; Brand Image; Banks

Online: 4 July 2023 (03:41:01 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202306.1216.v1

Effects of Eco-Labels on the Product Evaluation of Meat and Meat Alternatives – A Discrete Choice Experiment

Anna Kolber, Oliver Meixner

Subject: Business, Economics And Management, Marketing Keywords: Multi-level labels; Eco-labels; Sustainability; Willingness to pay; Choice Experiment; Meat attachment; Hierarchical Bayes

Online: 16 June 2023 (10:25:29 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202306.1129.v1

Optimizing Marketing Decisions Through a Structured Decision-Making Model Based on Marketing Engineering Principles

Amir Hajisafi

Subject: Business, Economics And Management, Marketing Keywords: Marketing Decisions; Decision-Making Model; Marketing Engineering; Optimization; Predictive Analytics; Customer Segmentation

Online: 15 June 2023 (11:19:03 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202306.0697.v1

Organizational Resilience from a Marketing Perspective: A Conceptual Framework

Roger Halaby, Khalil Rahi, And Nehme Azoury

Subject: Business, Economics And Management, Marketing Keywords: Marketing Strategies; Adoption; diffusion; organizational resilience; social platforms; products; services

Online: 9 June 2023 (09:41:42 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202305.2221.v1

Assessment of Influencing Factors on Consumer Behavior using the AHP Model

Marko Šostar, Vladimir Ristanović

Subject: Business, Economics And Management, Marketing Keywords: consumer behavior; influential factors; buying habits

Online: 31 May 2023 (10:27:49 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202305.2054.v1

Exploring the Impact of COVID-19 Pandemic on College Students’ Food Choice Motives in Greece

Dimitris Skalkos, Zoi C. Kalyva, Ioanna S. Kosma

Subject: Business, Economics And Management, Marketing Keywords: Food Choice Motives (FCM); food insecurity (FI); food security (FS); college students

Online: 30 May 2023 (05:28:15 CEST)

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We are already more than year away from the pandemic period, followed by a year within a global economic crisis and a war in Ukraine, with the marks and the changes caused in all parameters of life becoming clear now including food choice motives of citizens worldwide. In this study we investigate the changes in food choice motives caused by the pandemic to college students in Greece in the 10 key food motives namely health, convenience, sensory, appeal, nutritional quality, moral concerns, weight control, mood and stress, familiarity, price, and shopping frequency and behavior. A self-response questionnaire survey was carried out in January to February 2023 on a sample of 1017 college students’ participants through the Google platform. Basic statistical tools, combined with cross and Chi-square tests were used in order to analyze the collected data. The results show that students exhibit quiet and very important preferences on health, convenience, weight control, and mood and stress. Food choices related to sensory appeal, nutritional quality, and familiarity is of less importance for the students, similarly to ethical concerns expect the environmental impact of the food which is high to their concern. The motive which continues to have the highest concern for students before and after the pandemic is price looking for value for money food (88.8%), not to be expensive (80.7%), and be cheap (78.7%). The shopping frequency and behavior motives, which were changed during the pandemic, have now returned to the motives of the pre pandemic period, with purchase of foods from supermarket (29%), local grocery (37.6%), and only 12.3% via online, and 20.4% by delivery, weekly or every two weeks. They prefer to cook at home full meals is now very high reaching 74.4%, avoiding eating at a restaurant or fast food (only 27% positives answers). Our findings indicate that students have already returned to their food choice motives of the period before COVID-19 except the home cooking food which is now high in their preference.

Preprint ARTICLE | doi:10.20944/preprints202305.1566.v2

What Are the Factors Determining Participation Decision and Level of Participation in Milk Value Addition? Evidence From Northwest Ethiopia

Desalegn Wondim, Mezgebu Aynalem, Ayalew Fekadie, Gebreegziabher Fentahun

Subject: Business, Economics And Management, Marketing Keywords: Determinants; Heckman; Milk; Value; Value chain

Online: 26 May 2023 (02:26:00 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202305.1733.v1

Consumer Acceptance of Fungus-Resistant Grape Varieties – An Exploratory Study Using Sensory Evaluation Test Among Consumers in Germany

Christoph Kiefer, Gergely Szolnoki

Subject: Business, Economics And Management, Marketing Keywords: PIWI; innovation; organic; sustainability; qualitative.

Online: 25 May 2023 (04:08:58 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202305.1566.v1

What Are the Factors Determining Participation Decision and Level of Participation in Milk Value Addition? Evidence From Northwest Ethiopia

Desalegn Wondim, Mezgebu Aynalem, Ayalew Fekadie, Gebreegziabher Fentahun

Subject: Business, Economics And Management, Marketing Keywords: Determinants; Heckman; Milk; Value; Value chain

Online: 23 May 2023 (04:37:10 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202305.0359.v1

Effect of Interaction Effects Between Visual and Auditory Signs on Consumer Purchasing Behavior Based on AISAS Model

Hui Li, Younghwan Pan

Subject: Business, Economics And Management, Marketing Keywords: Visual Signal; Auditory Signal; Interaction Effect; Purchase Behavior; AISAS Model

Online: 5 May 2023 (10:59:16 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202305.0274.v1

The Impact of Marketing Communication and Islamic Financial Literacy on Islamic Financial Inclusion and MSMEs Performance : Evidence from Halal Tourism in Indonesia

Siti Mujiatun, Budi Trianto, Eko Fajar Cahyono, Rahmayati Rahmayati

Subject: Business, Economics And Management, Marketing Keywords: Marketing Communication; Islamic Financial Literacy; Islamic Financial Inclusion; MSMEs Performance

Online: 5 May 2023 (02:33:13 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202304.0889.v1

The Influence of Corporate Social Responsibility on the Brand Image: The Moderating Role of Consumers' Consciousness in the Jordanian Apparel Industry

Abdel-Aziz Ahmad Sharabati, Shafig Al-Haddad, Razan Abu Naba, Diana Hijazat, Ali Abdallah Alalwan

Subject: Business, Economics And Management, Marketing Keywords: Corporate Social Responsibility; Social Responsibility; Economic Responsibility; Environmental Responsibility; Ethical Responsibility; Brand Image; Consciousness; Apparel Industry; Jordan

Online: 25 April 2023 (05:30:58 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202303.0245.v1

Tailoring the Future of MSME Marketing: A Study on Leveraging Customer Data for Personalized Experiences

Tito Wira Eka Suryawijaya, Masitha Fahmi Wardhani

Subject: Business, Economics And Management, Marketing Keywords: Personalized Marketing; Loyalty; MSMEs

Online: 14 March 2023 (04:15:55 CET)

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Preprint REVIEW | doi:10.20944/preprints202303.0169.v1

Guerrilla Marketing in the 21st Century: A Systematic Analysis of the Discipline Through a Literature Review, a Taxonomy, and Identification of the Most Relevant Variables

Carmen Zarco, Doaa Herzallah

Subject: Business, Economics And Management, Marketing Keywords: Guerrilla marketing; Viral marketing; Ambient marketing; Stealth marketing; Street marketing; Bibliometric analysis

Online: 9 March 2023 (08:57:12 CET)

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Preprint ARTICLE | doi:10.20944/preprints202302.0232.v2

Investigation of Consumer Attitude Impacting Parameters in Online Shopping

Milad Zam, Amin rezasoltan, Hasan Ramezanian, Mohammadhosein Tavakoli

Subject: Business, Economics And Management, Marketing Keywords: customer emotions; cosmetic products; luxury products; online shopping

Online: 23 February 2023 (02:30:36 CET)

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Preprint ARTICLE | doi:10.20944/preprints202302.0232.v1

Identification of Factors Influencing Customer Emotions in Online Shopping of Luxury Cosmetics

Milad Zam, Amin rezasoltan, Hasan Ramezanian, Mohammadhosein Tavakoli

Subject: Business, Economics And Management, Marketing Keywords: customer emotions; cosmetic products; luxury products; online shopping

Online: 14 February 2023 (04:04:43 CET)

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Preprint ARTICLE | doi:10.20944/preprints202302.0048.v1

A Bibliometric Analysis of the role of Industry 4.0 Sensors in Digital Transformation

Joana Carmo Dias, Albérico Travassos Rosário

Subject: Business, Economics And Management, Marketing Keywords: industry 4.0; sensors; digital transformation; systematic literature review; bibliometric analysis; VOSviewer

Online: 3 February 2023 (01:14:07 CET)

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Preprint ARTICLE | doi:10.20944/preprints202210.0144.v1

Virtual Reality Destination Experiences Model: A Moderating variable between Wisesa Sustainable Tourism Behavior and Tourists' Intention to Visit.

Yohan Wismantoro, Vincent Didiek Wiet Aryanto, Imang Dapit Pamungkas, Nanda Adhi Purusa, Amron Amron, Amalia Nur Chasanah

Subject: Business, Economics And Management, Marketing Keywords: virtual reality; destination experiences; wisesa sustainable community tourism; content quality; portability; intention to revisit

Online: 11 October 2022 (07:05:39 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202210.0072.v1

The Role of Age to Sustainable Fast Fashion Consumption Behaviour: An Empirical Study of Chinese Consumers

Yanghui Cao

Subject: Business, Economics And Management, Marketing Keywords: Sustainable consumption; consumer behaviour; fast fashion; millennial; theory of reasoned actions

Online: 7 October 2022 (07:33:51 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202209.0470.v1

Open Data Policy, E-Commerce Connectivity and Portfolio Size Predict a Global Brand’s Online Popularity

Martijn Hoogeveen

Subject: Business, Economics And Management, Marketing Keywords: Brand rank; content marketing; predictive model; open data policy; e-commerce

Online: 30 September 2022 (02:02:05 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202209.0085.v1

The Study of Consumer Behavior on Online Food Ordering System (Go-Food) in The Metropolitan City

Idi Jahidi, N. A. Ruyani, Doni Purnama Alamsyah

Subject: Business, Economics And Management, Marketing Keywords: Consumer Behavior; Online Food Ordering Systems; Behavior Intention

Online: 6 September 2022 (10:03:48 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202208.0357.v1

Developing a Blue Economy in Depok West Java, Indonesia: Opportunities and Challenges of Neon Tetra Fish Cultivation

Harlis Setiyowati, Mulyanto Nugroho, Abdul Halik

Subject: Business, Economics And Management, Marketing Keywords: Blue Economy; Neon Tetra; SWOT

Online: 19 August 2022 (05:44:02 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202204.0238.v3

Brand Identity and Halal in Malaysia’s Food Smes: One Tale from Two Model Analyses

Muhammad Nur Fitri Razak, Rosmiza Bidin, Bahtiar Mohamad, Mohd Nizam Osman, Mohd Syuhaidi Abu Bakar, Jen Sern Tham, Rodziah Atan, Puji Handayati

Subject: Business, Economics And Management, Marketing Keywords: Brand Identity; Corporate Identity Management; Food SMEs; Halal; Machine Learning; Structural Equation Modeling; Structural Topic Modelin

Online: 2 August 2022 (03:27:20 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202208.0017.v1

The Relationship between Consuming Fashion and Self-Confidence on the Buying Behaviour in the Clothing Market as a Mediator

Milad Zam, Mohammadhosein Tavakoli, Hasan Ramezanian, Amin Rezasoltani

Subject: Business, Economics And Management, Marketing Keywords: Interest in modem personal taste; utilitarianism; new fashion products; self-confidence; fashion buying behaviour

Online: 1 August 2022 (09:40:17 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202207.0363.v1

Social Media Analytics: Application towards Social Media Marketing

Shahzeb Zulfiqar, Asadullah Lakho, Kehkashan Nizam

Subject: Business, Economics And Management, Marketing Keywords: social media; social media metrics; digital marketing; social media marketing strategy; customer sentiment; customer engagement

Online: 25 July 2022 (08:38:24 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202207.0185.v1

On the Advantages and Disadvantages of Choice

Costanza Scaffidi Abbate, Silvana Miceli

Subject: Business, Economics And Management, Marketing Keywords: choice; decision making; consumer behavior

Online: 12 July 2022 (09:30:20 CEST)

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Preprint REVIEW | doi:10.20944/preprints202206.0378.v1

Fuzzy Logic: An Application into Marketing Strategy

Albérico Travassos Rosário, Joana Carmo Dias

Subject: Business, Economics And Management, Marketing Keywords: fuzzy; marketing; fuzzy marketing; marketing strategy; consumer behaviour

Online: 28 June 2022 (05:37:33 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202206.0027.v1

Using Social Media to Build the Loyalty Loop in Omnichannel Retail

David Cattrall, Simone Castello

Subject: Business, Economics And Management, Marketing Keywords: omnichannel CRM; social CRM; social media marketing; retail

Online: 2 June 2022 (05:09:15 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202205.0067.v1

Wavelet Time Scale Modelling of Brand Sales and Prices

Tawfeeq Alanazi, Anouar Ben Mabrouk

Subject: Business, Economics And Management, Marketing Keywords: Wavelets; Multi scale; Mathematical models; Brand sales.; Brand prices

Online: 6 May 2022 (09:11:54 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202204.0238.v2

Brand Identity and Halal in Malaysia’s Food Smes: One Tale from Two Model Analyses

Muhammad Nur Fitri Razak, Rosmiza Bidin, Bahtiar Mohamad, Mohd Nizam Osman, Mohd Syuhaidi Abu Bakar, Jen Sern Tham, Rodziah Atan, Puji Handayati

Subject: Business, Economics And Management, Marketing Keywords: Brand Identity; Corporate Identity Management; Food SMEs; Halal; Machine Learning; Structural Equation Modeling; Structural Topic Modelin

Online: 27 April 2022 (08:13:31 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202204.0238.v1

Brand Identity and Halal in Malaysia’s Food Smes: One Tale from Two Model Analyses

Muhammad Nur Fitri Razak, Rosmiza Bidin, Bahtiar Mohamad, Mohd Nizam Osman, Mohd Syuhaidi Abu Bakar, Jen Sern Tham, Rodziah Atan, Puji Handayati, Nangkula Utaberta

Subject: Business, Economics And Management, Marketing Keywords: Brand Identity; Corporate Identity Management; Food SMEs; Halal; Machine Learning; Structural Equation Modeling; Structural Topic Modelin

Online: 26 April 2022 (10:51:14 CEST)

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Preprint REVIEW | doi:10.20944/preprints202201.0283.v1

Sustainability and the Digital transition: a literature review

Albérico Rosário, Joana Carmo Dias

Subject: Business, Economics And Management, Marketing Keywords: sustainability; digital transition

Online: 19 January 2022 (16:10:02 CET)

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Preprint ARTICLE | doi:10.20944/preprints202201.0033.v1

Niche Theory Analysis of Sustainable Strategic Relationships among MICE Destinations: A Case of New Zealand

Jiwon Lee

Subject: Business, Economics And Management, Marketing Keywords: Niche Theory; Sustainable MICE destination; Coexistence; Coopetition; Competitiveness

Online: 5 January 2022 (10:51:34 CET)

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Preprint ARTICLE | doi:10.20944/preprints202112.0230.v1

Return to the New Normal: Empirical Analysis of Changes in E-consumer Behavior During the COVID-19 Pandemic

František Pollák, Peter Markovič, Roman Vavrek, Michal Konečný

Subject: Business, Economics And Management, Marketing Keywords: e-commerce; m-commerce; innovation; business management; COVID-19; Czech Republic; Facebook

Online: 14 December 2021 (11:51:29 CET)

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Preprint ARTICLE | doi:10.20944/preprints202111.0227.v1

Social Media Marketing in the Sales Volume Prediction for the Lolita Fashion Brand

Ton Chaing, Hsin Rau, Jung Wei Shiang, Luen Jon Chiang

Subject: Business, Economics And Management, Marketing Keywords: Lolita fashion; multiple regression; decision tree; social media; XGBoost

Online: 12 November 2021 (14:54:04 CET)

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Preprint ARTICLE | doi:10.20944/preprints202111.0069.v1

Conceptualizing Humane Buying and Its Role in Reducing Rural Farmers’ Vulnerability in a Post-Pandemic Era

Agu Godswill Agu, Gazie Sunday Okpara, Ogwo Ekeoma Ogwo, Chinedu Nnaemeka Ogbuji, Aham Vitalis Anyanwu

Subject: Business, Economics And Management, Marketing Keywords: Covid-19 pandemic; Smallholder rural farmers’ vulnerability; Humane buying; Nigeria; sustainable development goals

Online: 3 November 2021 (09:04:31 CET)

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Preprint ARTICLE | doi:10.20944/preprints202110.0078.v1

Determinants of the Intention to Buy Clothes in the Online Stores of the MiPyMe of Perú, Colombia and México

Elizabeth Emperatriz García-Salirrosas, Paula Andrea Mejía Henao, Reyna Esperanza Zea Gordillo, Juan Carlos Olaya Molano, James Aristides Pajuelo Rodriguez

Subject: Business, Economics And Management, Marketing Keywords: perceived value; quality of interaction; image; trust and satisfaction

Online: 5 October 2021 (11:16:25 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202108.0025.v1

Supporting Cross-Border E-commerce of Micro Entrepreneurs in Developing Countries: Export Marketing Strategy

Kihyon Kim, Gyoo Gun Lim

Subject: Business, Economics And Management, Marketing Keywords: Cross border electroniceletronic commerce(CBEC); Export Marketing Strategy(EMS); Marketing Mix; Micro, Small and Medium sized enterprise(MSMEs); Aid for Trade; Micro Entrepreneur

Online: 2 August 2021 (12:07:48 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202105.0359.v1

The Virtuous Circle of Omnichannel CRM

David Cattrall, Simone Castello

Subject: Business, Economics And Management, Marketing Keywords: digital marketing, social CRM, omnichannel CRM, customer experience management, customer engagement, marketing automation, B2B / B2C marketing

Online: 16 May 2021 (21:07:10 CEST)

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Preprint REVIEW | doi:10.20944/preprints202105.0074.v1

Automation in Marketing: A Survey

Aniket Singh, Nupoor Dode, Rohit Barve

Subject: Business, Economics And Management, Marketing Keywords: Marketing Automation; Customer Relationship Management (CRMS); Automation; Machine Learning; Simulation; Marketing Simulation; Little’s Framework for Marketing Automation

Online: 6 May 2021 (11:53:13 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202104.0127.v1

The Brand Personality as a Factor of Consistency in the Pillars of CSR Management in the New Normality

Elizabeth Emperatriz García-Salirrosas, Javier Mayorga Gordillo

Subject: Business, Economics And Management, Marketing Keywords: Brand Personality; Corporate Social Responsibility; CSR Management; Branding; Sustainability

Online: 5 April 2021 (12:33:00 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202008.0409.v1

A Negotiation Pricing Model for Innovation Services Based on the Multiobjective Genetic Algorithm

Yan Zhou, Yue Li, Yunxing Zhang

Subject: Business, Economics And Management, Marketing Keywords: innovation service; pricing model; multiobjective problem; genetic algorithm; negotiating strategies

Online: 19 August 2020 (10:26:06 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202008.0255.v1

Factors Influencing Customers’ Brand Loyalty in Ethiopian Banking Industry

Alemayehu Hadera

Subject: Business, Economics And Management, Marketing Keywords: customers' brand loyalty; bank; loyalty status; determinants of loyalty

Online: 11 August 2020 (07:46:56 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202007.0542.v1

The Impact of Social Media on the Brand Capital of Famous People

Łukasz Wróblewski, Mateusz Grzesiak

Subject: Business, Economics And Management, Marketing Keywords: famous people; personal brand; Internet users; social media

Online: 23 July 2020 (08:29:28 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202007.0062.v1

Air Transportation Income and Price Elasticities in Remote Areas: The Case of Brazilian Amazon Region

Rodrigo Vieira Ventura, Manoela Cabo, Rafael Caixeta, Elton Fernandes, Vicente A. Fernandes

Subject: Business, Economics And Management, Marketing Keywords: Air transportation; Brazilian Amazon; Demand; Elasticity; Isolated cities

Online: 5 July 2020 (10:26:01 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202004.0051.v2

A Marketing Approach to a Psychological Problem: Problematic Smartphone Use on Adolescents

Adnan Veysel Ertemel, Ela Ari

Subject: Business, Economics And Management, Marketing Keywords: problematic smartphone use; adolescence; marketing; unhook; gamification

Online: 27 May 2020 (04:59:36 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202004.0251.v1

Study of Wine Producers' Marketing Communication in Extreme Territories - Application of the AGIL Scheme to Wineries Websites Features

Stefania Chironi, Luca Altamore, Pietro Columba, Simona Bacarella, Marzia Ingrassia

Subject: Business, Economics And Management, Marketing Keywords: sustainable wine tourism; territorial marketing; wine marketing challenge; wine farm marketing; focus Group; multidimensional analysis

Online: 16 April 2020 (05:18:49 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202004.0051.v1

A Marketing Approach to a Psychological Problem: Problematic Smartphone Use on Adolescents

Adnan Veysel Ertemel

Subject: Business, Economics And Management, Marketing Keywords: problematic smartphone use; adolescence; marketing; unhook; gamification

Online: 6 April 2020 (11:46:48 CEST)

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Preprint ARTICLE | doi:10.20944/preprints202003.0407.v1

The Role of Personal Innovativeness and Facilitating Conditions in Shaping the Attitudes of Mobile Internet Banking (MIB) Adoption among Generation Y in Malaysia

Foo-Wah Lim, Ahmad Fakhrorazi, Ridho Ikhsan, Karina Silitonga, Wei-Kit Loke, Nik Abdullah

Subject: Business, Economics And Management, Marketing Keywords: Attitude; Perceived Ease of Use; Perceived Usefulness; Facilitating Condition; Personal Innovativeness in IT; Mobile Banking; Generation Y.

Online: 27 March 2020 (11:22:34 CET)

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Preprint ARTICLE | doi:10.20944/preprints202003.0280.v1

Influence of Regret and Regret Reversing Effort on Dissatisfaction and Repurchase Intention after Purchasing Fashion Products

Yakup Durmaz, Bülent Demirağ, Sinan Çavuşoğlu

Subject: Business, Economics And Management, Marketing Keywords: regret; dissatisfaction; regret reversing effort; repurchase intention

Online: 17 March 2020 (16:05:31 CET)

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Purpose: The purpose of this study is to determine the effects of post-purchase regret felt by consumers buying fashion products and their efforts to reverse their regrets, on dissatisfaction and their repurchase intention. Design/Methodology/Approach: The population of this research consists of the consumers in Gaziantep who buy fashion products and regret their purchase for any reason. Out Of non-probability sample methods, convenience sampling was used. Thinking that this can represent the population of the study, the sample number was determined as 441. In order to test the hypotheses, Smart PLS 3 (Partial Least Squares) statistics programme was used. Bootstrapping technique was used to test the hypotheses intended to be measured in the study. Findings: The tests show that regret positively affect dissatisfaction (ß=,544, p<0,001) and the effort to reverse the feeling of regret. In addition, regret negatively affect repurchase intentions. Another variable, dissatisfaction negatively affect re-purchasing intention and regret reversing efforts positively affect re-purchasing intentions. Research limitations: Because the study is restricted by time, cost, accessibility, control difficulties; the whole of the population was not reached. The study is conducted with the data obtained from 441 consumers in Gaziantep and evaluations made by consumers who prefer ready-made wear. Practical implications: The results show that regret experienced in the past negatively affect re-purchasing process. It has been determined that the consumers can diminish their regret when they try to reverse it and this situation strengthens their re-purchasing intentions. Hence, it is thought to be beneficial to ensure that consumers are aware of their regrets and to focus on strategies that help enterprises to reverse this regret. Originality/value: Even though there are studies that associate regret with dissatisfaction and repurchase intentions, there are very few studies that focus on regret reversing efforts. There is no such study in local literature. Therefore, this study is original in these aspects and it is thought that it will contribute to the body of literature.

Preprint ARTICLE | doi:10.20944/preprints202003.0232.v1

Marketing Constraints among Smallholder Farmers in South Africa: An Overview of Potato Market Outlets in Lusikisiki Township

Christopher Ugochukwu Nwafor

Subject: Business, Economics And Management, Marketing Keywords: cooperatives; crop marketing index; municipality; smallholder-farmer; supermarkets; vendors

Online: 15 March 2020 (01:23:55 CET)

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Preprint ARTICLE | doi:10.20944/preprints202003.0062.v1

The Market Channel Preference Among Smallholder Cocoyam Farmers in South Africa: A Food Security Perspective

Christopher Nwafor

Subject: Business, Economics And Management, Marketing Keywords: cocoyam; cooperatives; farm-gate; market channel; multinomial logit; regression; smallholder farmers

Online: 4 March 2020 (10:40:16 CET)

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Working Paper ARTICLE

Fad or Trend? Rethinking the Sustainability of Connected Health

Sonia Chien-I Chen, Chenglian Liu, Ridong Hu

Subject: Business, Economics And Management, Marketing Keywords: sustainability; connected health; fad; trend; value; business model innovation; ageing society; telehealthcare; and Taiwan

Online: 24 February 2020 (02:41:44 CET)

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Working Paper ARTICLE

Customer Satisfaction Factors on the Moscow Taxi Market

Maria Tverdokhlebova, Aleksandr G. Rozhkov

Subject: Business, Economics And Management, Marketing Keywords: satisfaction; customer; taxi market; marketing; Russia

Online: 12 December 2019 (12:40:56 CET)

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Preprint ARTICLE | doi:10.20944/preprints201910.0106.v1

Challenges Companies Encounter When Delivering Sustainable Solutions: Research Conducted in the United Arab Emirates

Marek Seretny, Asli Cazorla Milla, Muhammad Azeem, Deepika Gaur, Dennis Jones, Rabeb Ben Abdallah Moalla, Leonardo Jose Mataruna-Dos-Santos

Subject: Business, Economics And Management, Marketing Keywords: sustainability; sustainable development; sustainable marketing

Online: 9 October 2019 (11:20:24 CEST)

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Preprint REVIEW | doi:10.20944/preprints201908.0015.v1

Factors Affecting Sustainable Apparel Consumption in Emerging Countries: A Systematic Literature Review

Nornajihah Nadia Hasbullah, Zuraidah Sulaiman, Adaviah Mas'od

Subject: Business, Economics And Management, Marketing Keywords: sustainable apparel consumption; emerging countries; value; subjective norm; perceived behavioural control; knowledge

Online: 2 August 2019 (05:26:10 CEST)

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Preprint REVIEW | doi:10.20944/preprints201907.0034.v1

Problems Associated with Marketing Food and Drink Specifically at Women

Charles Spence

Subject: Business, Economics And Management, Marketing Keywords: food marketing; sex/gender; advertising; nutrition

Online: 2 July 2019 (08:27:16 CEST)

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Preprint ARTICLE | doi:10.20944/preprints201904.0317.v1

The Role of Marketing in Cultural Institutions in the Context of Assumptions of Sustainable Development Concept—The Example of Poland

Magdalena Sobocińska

Subject: Business, Economics And Management, Marketing Keywords: marketing concept; cultural institutions; sustainable development; cultural offer diversity; culture consumer

Online: 28 April 2019 (11:39:21 CEST)

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Preprint ARTICLE | doi:10.20944/preprints201904.0295.v1

Scaling Up the Production and Commercialization of Tamarind Fruit in Kenya: The Missing Value Chain Links

Omondi Simon

Subject: Business, Economics And Management, Marketing Keywords: Tamarind value chain; scaling-up; production; commercialization

Online: 26 April 2019 (10:15:30 CEST)

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There is limited information on Tamarind production, trade and value added products in Kenya. Of late, there is growing interest in the domestic and export markets due to its multiple uses. The objective of this paper is to review existing literature to identify the missing value chain links which may help catalyse the scaling up of production and commercialization of Tamarind. Selected literature and interviews with traders and extension staff in the Coastal Counties were used to collect information for this study. Tamarind fruits are mainly collected in the wild in semi-arid areas of the country and marketed through informal channels. Mombasa is the terminal market for tamarind from Kenya and Uganda, from where domestic consumers and exporters obtain their supplies. Globally, virtually every part of tamarind tree (pulp, seed, leaves, flowers, bark and roots) has either nutritional, industrial or medicinal value. Tamarind fruit contains substantial levels of carbohydrates, proteins, vitamins, minerals and essential amino acids making it potentially useful in addressing wide spread malnutrition. Its anti-oxidant, anti-inflammatory, anti-microbial, anti-fungal and anti-diabetic properties gives tamarind wider application in conventional and traditional medicine. The findings suggest that scaling up the production and commercialization of tamarind in the country requires both public and private sector investment. The structure of this partnership should consist of the following value chain links: An efficient Seed / seedling system as a source of planting materials; production hubs by farmer associations, government institutions and private farms; aggregation centres for assurance of volumes and quality; processing, value addition and product diversification; an efficient distribution systems of wholesalers and retailers, particularly supermarkets; exporters and consumers. The agenda for further research should include breeding and availing early maturing cultivars demanded by the export market, quality management andvalue addition technologies.

Preprint REVIEW | doi:10.20944/preprints201901.0011.v2

Sustainability in Alternative Food Networks: A Systematic Literature Review

Rosario Michel-Villarreal, Martin Hingley, Maurizio Canavari, Ilenia Bregoli

Subject: Business, Economics And Management, Marketing Keywords: alternative food networks; systematic literature review; sustainability

Online: 29 January 2019 (10:34:36 CET)

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Preprint REVIEW | doi:10.20944/preprints201901.0011.v1

Evolution of Sustainability in Alternative Food Networks: A Systematic Literature Review

Rosario Michel-Villarreal, Martin Hingley, Maurizio Canavari, Ilenia Bregoli

Subject: Business, Economics And Management, Marketing Keywords: alternative food networks; systematic literature review; sustainability

Online: 3 January 2019 (11:34:03 CET)

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Business, Economics and Management