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Marketing products/services internationally entails a bold decision that has high-cost implications and significant performance consequences: Should the firm standardize or adapt its marketing strategy across borders? The dilemma is a seminal issue, and perhaps the most enduring in international marketing scholarship. However, despite the voluminous work on the topic, an ontological assumption induces inconclusive conceptualizations and impedes theoretical advancement. The author contends that a self-contained, atomistic representation of the standardization/adaptation decision is such an impediment. This work problematizes a portrayal of the decision as if it is taken following a detached, own judgment of broad environmental contingencies. In turn, the study builds on fit literature and promotes an alternative perspective that acknowledges relational imperatives for requisite theorizing. Hence, standardization/adaptation is framed as a coconstituted process toward relational fit, with international marketing strategies being contingent on the role of significant "others." [ABSTRACT FROM AUTHOR]

For one-of-a-kind production (OKP) manufacturers adopting an engineer-to-order or make-to-order marketing strategy, it is very important to set an appropriate due date. We design an incentive-compatibility due-date quotation procedure to help OKP manufacturers obtain the rational due-date quotation from OKP customers. Based on the rational due-date quotation decision-making, the performance of an OKP shop floor controlled by load-based pull systems is evaluated in simulation. Our findings show that if the collaboration of due-date quotations and load-based pull control is effective, the order profit of OKP manufacturers will not be reduced when the delivery delay occurs. This study can provide more insights on order quotation decision-making and pull production control for OKP manufacturers. [ABSTRACT FROM AUTHOR]

While much of the academic literature on spinouts focuses on new ventures launched by the ex-employees of incumbent firms within the same industry, recent research shows that spinouts may also enter a focal industry from "knowledge contexts" outside of the incumbent industry. In particular, recent studies show that spinouts may enter from both upstream and downstream industries related to a focal industry along the value chain. Such spinouts have been called user-industry and supplier-industry spinouts. In this article, evidence from existing studies is collected to provide an indication of the relevance of such spinouts across various industries. This survey also includes an analysis of industry studies in which user- and supplier-industry spinouts may have been present but were not identified as such by scholars due to a difference in focus. The paper then considers the evidence accumulated to date in order to explore the industry contexts in which these two types of spinouts appear and to develop propositions concerning differences in the entry timing and product/market strategies of these startups. [ABSTRACT FROM AUTHOR]

Despite considerable investment, health outcomes for First Nations people are well below those of the rest of the population in several countries, including Canada, the United States, and Australia. In this article, the authors draw on actor-network theory and the case of Birthing on Country, a successful policy initiative led by First Nations Australians, to explore the decolonization of health services. Using publicly available archival data and the theoretical guidance of actor-network theory, the analysis offers insight into how marketing techniques and technologies can be deployed to achieve improved health outcomes and implement decolonized approaches. The insights provided have theoretical implications for marketing scholarship, social implications for understanding and implementing an agenda of decolonization, and practical implications for health care marketing. [ABSTRACT FROM AUTHOR]

In-store communication delivered through technological formats (e.g., kiosk, digital display) and nontechnological formats (e.g., magazine cover, flyer) can help retailers enhance sales by delivering relevant content to consumers. Although prior research has examined the effects of deal-oriented content that primarily offers promotions for a single product on shopper spending, the effects of inspirational content that sparks ideas (e.g., ways to use products) on spending are unclear. Inspirational content can affect spending differently from deal-oriented content as it activates stronger motivation for consumption goal completion. This article proposes that inspirational content activates stronger motivations for the consumer's goal completion and therefore increases spending more than deal-oriented content does. The authors propose and empirically test the hypotheses using data from a set of experimental studies, a field experiment, and an eye-tracking study. The results show that inspirational content increases spending more than deal-oriented content or no content does. This effect is mediated by consumption goal completion, such that it is attenuated when consumers already have consumption goals or when the content detracts from inspiration-induced goals. These results suggest that retailers can increase sales by using clear, inspirational content in their communications. [ABSTRACT FROM AUTHOR]

Given the high failure rates of brand extensions, insights into the drivers of brand extension success are critical for marketing practitioners and scholars. Prior research has inferred that parent brand equity and extension fit are the two key success drivers; however, empirical findings are mixed. Drawing on signaling theory, categorization theory, and a large database of 2,134 effect sizes from research spanning 1990–2020, the authors address these mixed findings through a meta-analysis to develop empirical generalizations. The results show that parent brand equity and extension fit positively influence extension success. However, the multifaceted dimensions of these two drivers have differential effects. For example, among the fit dimensions, usage fit has the weakest effect. While the results suggest an overall positive interaction effect between the two drivers, a fine-grained perspective that considers the drivers' various dimensions reveals differences. For example, brand familiarity appears to have a lower interaction effect with extension fit than the other dimensions of parent brand equity. Furthermore, the authors provide a comprehensive analysis of five groups of moderators: contextual factors (parent brand, extension, communication, and consumer factors) and research method factors. The authors offer managerial and future research implications for the design of brand extension strategies. [ABSTRACT FROM AUTHOR]

An increasingly common strategy when naming new brands is to use an unconventional spelling of an otherwise familiar word (e.g., "Lyft" rather than "Lift"). However, little is known about how this brand naming strategy impacts consumers' beliefs about the brand and, ultimately, their willingness to support it. Eight experimental studies demonstrate that, in general, consumers are less likely to support unfamiliar brands whose names are spelled unconventionally compared with brands that use the conventional spelling of the same word. This occurs because consumers perceive the choice of an unconventionally spelled name as an overt persuasion attempt by the marketer and thus view the brand as less sincere. Using mediation and moderation, the authors demonstrate that these effects are driven by persuasion knowledge and show robustness by employing different types of unconventional spellings. The studies suggest that although marketers may choose unconventional spellings for new brands with the goal of positively influencing consumers' perceptions, doing so may backfire. However, unconventionally spelled names do not produce a backfire effect when the motive for selecting the name is seen as sincere. Further, unconventionally spelled brand names may even be desirable when consumers are seeking a memorable experience. [ABSTRACT FROM AUTHOR]

This systematic literature review enhances paradigmatic/metaphysic analyses by examining how value-based commitments, intellectual personae, and stances impact the diversity, relevance, and consideration of ethics in gender research published by the top-tier marketing journals in the past 30 years. Theoretical contributions (1) explain how commitments to research values and practices constitute personae and particular stances toward research, (2) attribute value commitments to quantitative/positivist as well as qualitative/neohumanist research, and (3) implicate stances that favor particular theories and procedures and in turn enable the hierarchical development of gender research and its marginalization in the field. Recommendations elaborate the analytic, reflexive, and administrative training and research activities that will foster and reward more relevant, accurate, and ethical research on gender in the marketing academy and in industry. This work is of interest to persons dealing with gender identities, communities, and social issues, those working for greater gender representation and participation in firms and civic organizations, and those concerned with leveraging better marketing research for a better world. [ABSTRACT FROM AUTHOR]

The marketing literature has long recognized the positive relationship between advertising spending and sales at the firm level. However, this literature overlooks country-level heterogeneity of both the advertising channel and retail format evolution, limiting global managers' understanding of the heterogeneity and evolution of advertising channels and retail formats across country markets and, therefore, managers' ability to effectively formulate a global marketing strategy that adjusts for such differences. The authors call for a glocal approach when considering the association between ad spend by media channels and retail format sales at the country level, accounting for country institutional environments. They explore this topic using a 29-country, seven-year unbalanced panel data set. The authors find that there is substantive heterogeneity in ad spend by media channels and retail format sales across countries. Further, they find that changes in ad spend in specific media channels are positively associated with changes in related retail format sales at the country level, whereas the associations between changes in ad spend in media channels with unrelated retail format sales are more nuanced. The findings are informative to international marketing managers navigating the complex and ever-evolving retail landscape and highlight the importance of thinking globally while acting locally. [ABSTRACT FROM AUTHOR]

Today's technology-enabled customer with instant access to a global marketplace has led to firms facing intense competition from around the world. As a result, customer engagement has emerged as an important marketing strategy and for more than a decade has fueled intense attention from academe and professionals. However, despite this focus, there is a paucity of research considering customer engagement in a cross-cultural context. This exploratory study provides empirical clarification as to whether culture at a national level impacts the manifestation of specific customer engagement behaviors exhibited by customers engaged with a brand. A conceptualization of customer engagement behaviors according to Hofstede's six dimensions of culture is presented, and a netnographic study focusing on an online brand community reveals that while national culture exerts no impact on the behaviors of engaged customers, the culture associated with a brand does. These findings serve as a foundation for future academic inquiry and present the opportunity for managers to foster and nurture a brand culture that encourages customer engagement. [ABSTRACT FROM AUTHOR]

Accurately estimating consumers' willingness-to-pay (WTP) is crucial to product design, pricing decisions, and the design of competitive marketing strategies. However, traditional self-report measures of WTP are susceptible to many reporting biases, including tactical responding or an inability to make accurate estimates. Importantly, appraisals also occur automatically (i.e., in the absence of substantial time, intention, awareness, and/or substantial cognitive resources) and implicit measures used to capture automatic appraisals are less susceptible to the sort of reporting biases that self-report measures can be affected by. However, the only existing implicit measure for assessing automatic price appraisals (the Task Rule Congruency paradigm, 'TRC') is impractical because of the large number of trials and time it requires. Accordingly, here we introduce the Implicit Attribute Classification Task (IMPACT), test its effectiveness for the measurement of automatic price appraisals (Study 1), and directly compare its effectiveness and utility with that of the TRC (Study 2). We find that the IMPACT is an efficient measure of automatic price appraisals, that it produces considerably larger effects compared to the TRC, and that it does so while substantially shortening the procedure. We also discuss how the IMPACT scores can be used to derive an implicit measure of willingness to pay. Our findings make a substantial contribution to both research and practice by providing an effective tool that facilitates, for the first time, an efficient exploration of implicit WTP. [ABSTRACT FROM AUTHOR]

This paper studies the impact of international business coaching via virtual collaboration technology on the strategies and sales of emerging market entrepreneurs. This paper studies the impact of international business coaching via virtual collaboration technology on the strategies and sales of emerging market entrepreneurs. It sheds light on three novel research questions. (1) What is the effect of virtual business coaching on firm sales? (2) What is the mechanism through which this effect occurs? Specifically, does virtual coaching stimulate shifts in marketing strategy? (3) Do entrepreneurs benefit more from virtual coaching when they are less strategic in their decision making? We conducted a randomized controlled field experiment with 930 entrepreneurs in Uganda to examine the impact of a virtual coaching intervention that connects management professionals in primarily advanced markets and entrepreneurs in emerging markets with the aim of improving business performance. The analysis finds a positive and significant main effect on firm sales; treatment entrepreneurs increase monthly sales by 27.6% on average. In addition, entrepreneurs who receive virtual coaching are 52.8% more likely to have shifted their marketing strategy in a new direction. Moreover, consistent with this mechanism of inducing strategic business changes, the results show that entrepreneurs who receive virtual coaching tend to do better when they (ex ante) lack strategic focus. These results have important implications for the development of marketing strategies by entrepreneurs and multinational managers, as well as for policy makers interested in improving the performance of small firms in emerging markets and beyond. History: Avi Goldfarb served as the senior editor. Funding: This research was supported by grants from: Private Enterprise Development in Low-Income Countries (PEDL); the London School of Economics Marshall Institute; the Deloitte Institute for Innovation and Entrepreneurship (DIIE); London Business School (LBS) and the LBS Leadership Institute (LI); the UK Department for International Development (DFID) and Economic and Social Research Council's (ESRC) Joint Growth Research Program; Chicago Booth School of Business: Social Enterprise Initiative (SEI), Initiative on Global Markets (IGM), and Kilts Center for Marketing; and Stanford University: the Graduate School of Business (GSB), the Stanford Institute for Innovation in Developing Economies (SEED), the Stanford Center on Global Poverty and Development (SCGPD), and the John A. and Cynthia Fry Gunn Faculty Scholar award. Supplemental Material: The data files and online appendix are available at https://doi.org/10.1287/mksc.2019.0121. [ABSTRACT FROM AUTHOR]

Despite all the marketing power social media marketing has, a major challenge it faces is how to create meaningful content that ignites a spark with audiences. The purpose of this research is to examine in what way brands can produce compelling social media content to engage and connect with target audiences. Eighteen brand Facebook Pages from nine major industries were reviewed to identify characteristics of content associated with higher levels of user engagement. Results show that multimedia content, transformational appeal, low levels of interactivity, and endorser type influence user engagement with brand posts on Facebook. Posts made on weekdays demonstrate higher levels of positive reactions than posts made during the weekends. In addition, consumer engagement is higher for service‐ (vs. product‐based) Facebook brand posts. Furthermore, the length of the message proved to play a key role in prompting users to share a social media post, in that longer posts were more likely to be shared than shorter ones. [ABSTRACT FROM AUTHOR]

The study aimed to assess the digital leadership strategies, methods, and technological emphasis that contribute to IKEA's successes in its digital leadership journey. The study utilized a qualitative case study methodology, drawing upon published sources such as recorded interviews, documentaries, retail and consumer industry observations, and relevant literature on IKEA and the retail and consumer business. Findings demonstrate several strategic orientations, philosophies, and tactics employed by IKEA to achieve digital leadership excellence. A comparative analysis of digital leadership between IKEA and some global R&C businesses reveals IKEA's strategic uniqueness in digitalization. The research concludes by proposing a process model that identifies several factors, including networking, customer understanding, marketing strategies, talented HR specialists, and smart technologies for operations. By applying change management theories, manufacturing theories, and innovation theories, these factors can potentially contribute to achieving success in digital leadership. The study tries to triangulate digital leadership strategies, management thoughts, and R&C business operations. [ABSTRACT FROM AUTHOR]

Amidst the intensive cola war in the Indian market, Hector Beverages Private Limited introduced ethnic drink as a competitive strategy to attract Indian consumers. This move aims to attract Indian consumers by not only offering health benefits and nutritional value but also providing a sense of connection to the past and emotional satisfaction through old memories. Paper Boat, an ethnic and nostalgic beverage brand of Hector Beverages, has disrupted the Indian beverage industry, challenging market leaders to provide innovative and nutritional drinks. The case study highlights Paper Boat's innovative value proposition and nostalgia marketing campaigns, while also examining the competitive strategies of major players in the Indian beverage industry. The case study also raises important questions that Hector Beverages must consider remaining relevant in a changing market and retaining its competitive advantage. [ABSTRACT FROM AUTHOR]

Growing concern for sustainability of the natural environment is rapidly transforming the competitive landscape and forcing firms to implement traditional green marketing, along with less conventional green demarketing. As green marketing strategies become increasingly important, firms need to adhere to environmental performance evaluation. In contrast, rather than encouraging greener consumption, green demarketing calls for decreased consumption overall. Despite its potential impact, comparative research on these two marketing strategies is limited. Moreover, green reputation is a decisive resource that is related to marketing strategy and environmental performance. Previous empirical research, however, has largely neglected the role of green reputation on marketing strategy for environmental performance relationships. A theoretical framework is used to identify a gap in the environmental management literature and future research directions, based on the respective effects of green marketing and green demarketing of a firm's environmental performance, and the mediating effect of green reputation to explain these relationships. Data was collected through a questionnaire‐based survey including 217 companies from manufacturing and service industry sectors in Taiwan. Structural equation model to examine hypotheses reveals that green marketing, green demarketing, and green reputation directly affect environmental performance. Further analysis finds that green reputation fully mediates the green marketing–environmental performance link and partially mediates the green demarketing–environmental performance link. This work is the first to empirically compare the effects of green marketing and green demarketing on environmental performance through green reputation. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to investigate organizational learning, represented by the absorptive capacity, as a condition for the firm to learn about marketing data and make more informed decisions. The authors also aimed to understand how the behavior of micro, small and medium enterprises (MSME) businesses differ in this scenario through a multilevel perspective. Design/methodology/approach: Placing absorptive capacity as a mediator of the relationship between business analytics and rational marketing decisions, the authors analyzed data from 224 Brazilian retail companies using structural equation modeling estimated with partial least squares. To test the cross-level moderation effect, the authors also performed a multilevel analysis in RStudio. Findings: The authors found a partial mediation of the absorptive capacity in the relation between business analytics and rational marketing decisions. The authors also discovered that, in the MSMEs firms' group, even if smaller companies find it more difficult to use data, those that do may reap more benefits than larger ones. This is due to the influence of size in how firms handle information. Research limitations/implications: The sample size, despite having shown to be consistent and valid, is considered small for a multilevel study. This suggests that our multilevel results should be viewed as suggestive, rather than conclusive, and subjected to further validation. Practical implications: Rather than solely positioning business analytics as a tool for decision support, the authors' analysis highlights the importance for firms to develop the absorptive capacity to enable ongoing acquisition, exploration and management of knowledge. Social implications: MSMEs are of economic and social importance to most countries, especially developing ones. This research aimed to improve understanding of how this group of firms could transform knowledge into better decisions. The authors also highlight micro and small firms' difficulties with the use of marketing data so that they can have more effective practices. Originality/value: The research contributes to the understanding of organizational mechanisms to absorb and learn from the vast amount of current marketing information. Recognizing the relevance of MSMEs, a preliminary multilevel analysis was also conducted to comprehend differences within this group. [ABSTRACT FROM AUTHOR]

Livestream shopping can potentially contribute to impulse buying because this format's immediacy and interactive nature may induce viewers to make unplanned purchases. As a relatively new concept, livestream shopping is still being explored by retailers and consumers alike. Given its rapid rise in recent years, understanding this phenomenon and its potential is crucial. We applied a two‐study strategy to understand the influencer and environmental characteristics that may affect users' impulse‐buying behavior, adopting a stimulus–organism–response framework in both studies. We applied a partial least squares structural equation model to the gathered data (671 questionnaires), revealing that perceived usefulness influences impulse buying more than perceived enjoyment. This difference is more vivid for more experienced livestream shoppers, who tend to value perceived usefulness under the influence of streamer characteristics. With a qualitative approach, the second study evaluated the performance of a top‐streaming influencer in China to determine whether the survey's most influential variables were adopted during the most successful sale ever. Our findings suggest that endorser style and promotion strategies (scarcity and sales promotions) affect consumer behavior. This study thus provides firms with insights into effectively influencing consumers' impulse‐buying behavior in livestreaming commerce. [ABSTRACT FROM AUTHOR]

In this paper, we consider a manufacturer who sells its products through an e-commerce platform. The manufacturer can decide whether to wholesale its products to the platform (namely the wholesale mode) or sell them directly to consumers through the platform and pay a commission (namely the agency mode). Meanwhile, there are two logistics service strategies within the e-commerce market, i.e., logistics service offered either by the manufacturer or the platform. Given the lack of historical samples of new products and the uncertainty of the e-commerce market, we characterize the unit cost of products and consumers' sensitivity to logistics service as uncertain variables. We explore the joint decision models for the online selling mode and logistics service strategy in the e-commerce market with uncertain information. Our findings indicate that the logistics service provided by the platform under the wholesale mode can achieve a 'win-win' outcome for both the manufacturer and the platform. However, under the agency mode, both the manufacturer and the platform prefer to take on the logistics services by themselves. Furthermore, the highest level of logistics service and the lowest retail price can be obtained when the manufacturer provides logistics service under the agency mode. The results reveal that as the uncertainty of unit cost of products or consumers' sensitivity to logistics service increases, the manufacturer and the platform can obtain greater expected profits by appropriately altering their pricing decisions. [ABSTRACT FROM AUTHOR]

As a motivational factor, uniqueness drives individuals to seek and choose unique goods or experiences. The act of wearing masks obscures individuals' facial features and influences their desire for uniqueness. This study aims to explore how wearing masks promotes individual uniqueness-seeking behavior. Three experiments were performed using various product categories (Starbucks coffee cups, sweatshirts, suitcases, and baseball caps) and sample types (college student and adult samples). Experiment results show that wearing masks obscures individuals' facial features and weakens their self-perceived uniqueness, thereby increasing their willingness to actively purchase unique products. This study is the first to examine the effect of wearing masks on individuals' choice of unique products. Practically, the results suggest that customized products can compensate for the lack of self-perceived uniqueness brought about by facial occlusion, thus providing valuable guidance for companies and retailers that offer customized services in formulating and designing marketing strategies. [ABSTRACT FROM AUTHOR]

The aim of the current research is to explain and investigate the pattern of using experiential marketing in building tourism dreams. In terms of purpose, this research is applied, in terms of data collection, it is descriptive-survey and quantitative research. The research community was formed by tourists visiting Khuzestan province during the years 2020-2021 (the last 10 years), whose number is unlimited and uncertain. The sample size based on Cochran’s formula was 384 people who were selected by simple random method. Data collection was done through a closed questionnaire, and its reliability and validity were confirmed through the conducted tests. The mentioned questionnaire was prepared based on the results of data analysis related to the data obtained from interviews with experts in the design stage of the model. To test the model of using experiential marketing in the construction of tourism dreams, the structural equation model test was used, which was done through PLS software. The results showed that there is a significant relationship between the model variables. In such a way that the causal conditions have a positive effect on the central phenomenon; The central phenomenon, background conditions, and intervention conditions have a positive, positive, and negative effect on strategies, respectively; And finally, the strategies had a positive and significant effect on the results. [ABSTRACT FROM AUTHOR]

The aim of the current research is to design a model to develop the market share based on the strategies for entering the international market of the National Iranian Drilling Company. A quantitative and qualitative mixed method was used to achieve this goal. In the qualitative phase, the data were collected through interviews with 12 experts using the snowball sampling method and analyzed with the help of the Foundation’s data theory in three stages of open, central and selective coding. The findings of this phase showed that 39 concepts can be identified, which can be classified into 17 categories by examining the conceptual similarity, which can be classified as components of the paradigm model, which can be based on the main criterion of causal conditions (government support, factors related to the country of origin and factors related to the target market), the central phenomenon (maintaining the market share and increasing the market size), the dominant base (communication and functional infrastructures, specialized infrastructures, appropriate policymaking and planning), intervening conditions (political and economic factors, cultural factors and social), strategies (customer orientation, empowerment and promotion of international capabilities, participation in investment and nonparticipation in investment) and consequences (improvement of technology, growth and survival, and credibility and reputation of the company). In the second phase, using the opinion of experts and using the AHP hierarchical analysis method, the determined criteria were identified and prioritized. The results of this stage showed that the criterion of the leaders with the highest weight of 0.278 and the criterion of the ruling platforms with the lowest weight of 0.081 can play a role in the development of the market share of this company. [ABSTRACT FROM AUTHOR]

This study aims to analyze the effect of the independent variables (media interactivity, recommending affordance, immersion experience, and credibility perception) on the dependent variable (intention to continue use). Respondents in this study focused on business partners who use airports service company social media. The data used in this study is primary data that comes directly from the object of research. The research sample was selected using a purposive sampling method in order to obtain 150 respondents as the sample. The data analysis used to test the hypothesis is Partial Least Square SmartPLS 4 software PLS-SEM. The results showed that the independent variables (media interactivity, recommending affordance, immersion experience, credibility perception) had a positive effect on the dependent variable (intention to continue use). The results of this study also provide information that the existence of social media for airport service companies will increase the company's initiative in making breakthroughs in innovation and development of its social media. In addition, social media increases the efficiency of a company, including reducing the burden of communication costs, and can also reduce research costs because social media makes it easy to conduct direct surveys of business partners. With social media, it can also increase the loyalty of retail business partners to airport service companies (brands) that they own. [ABSTRACT FROM AUTHOR]

Tight business competition requires companies to implement various strategies in order to increase sales conversions. The aim of this research is to evaluate the influence of Google Ads campaigns and digital marketing content strategies on sales conversion rates at PT XXX. This research uses quantitative research methods with a survey approach. Research data was collected from questionnaires. The data analysis technique used in this research is regression testing using the SPSS program. The research results show that there is a positive interactive influence between the Google Ads campaign and digital marketing content strategy on the sales conversion rate at PT XXX with a significance value of 0.00 < 0.05. Therefore, it is recommended for companies to optimize the interaction between Google Ads campaigns and digital marketing content strategies. [ABSTRACT FROM AUTHOR]

This article explores the efficacy of experience-based marketing strategies in enhancing customer engagement and retention within the dynamic landscape of the tourism and travel industry. Drawing upon a comprehensive case study analysis, this research delves into the nuanced mechanisms through which experiential marketing initiatives impact consumer behavior and loyalty. By examining diverse experiential tactics such as immersive storytelling, interactive technology integration, and personalized service offerings, this study uncovers the pivotal role of memorable experiences in fostering emotional connections and long-term relationships with customers. The findings underscore the significance of crafting unique, sensory-rich encounters that resonate with travelers' aspirations, preferences, and values. Moreover, this research elucidates the strategic implications of leveraging experiential marketing to differentiate brands, drive word-of-mouth advocacy, and sustain competitive advantage in an increasingly crowded marketplace. Insights from this study offer actionable recommendations for tourism and travel businesses to design and implement effective experience-based marketing campaigns that cultivate deep-seated connections with their target audience, engender brand loyalty, and ultimately drive business growth. [ABSTRACT FROM AUTHOR]

This article explores the efficacy of data-driven marketing strategies in targeting millennial consumers, a demographic known for its unique preferences and digital savvy. Through a comprehensive literature review, various aspects of data-driven marketing, including customer segmentation, personalized content creation, and omnichannel integration, are analyzed in the context of reaching and engaging with millennials. The review encompasses studies on consumer behavior, digital marketing trends, and data analytics techniques relevant to understanding millennial preferences and behavior. Key findings highlight the importance of data accuracy, privacy considerations, and the role of technology in enhancing marketing effectiveness. Insights from successful case studies and industry best practices provide actionable recommendations for businesses aiming to optimize their marketing efforts towards millennials. This research contributes to the evolving field of data-driven marketing by offering a synthesized understanding of strategies that resonate with the millennial cohort, ultimately fostering long-term brand loyalty and competitive advantage. [ABSTRACT FROM AUTHOR]

As the concept of sustainability has gained significant attention in recent years as a critical response to escalating environmental challenges and societal shifts, the influence of virtual influencers in promoting sustainability has become a focal point of inquiry. The purpose of this research is to explore the prevalent content themes utilised by virtual influencers to promote sustainability and examine the communication and advocacy strategies they employed in conveying messages related to social and environmental causes. With a qualitative approach and content analysis methodology, the study selects four virtual influencers known for advocating sustainability and analyses a dataset of 137 Instagram posts spanning two years(2022, 2023). Findings indicate that virtual influencers actively engage in advocating for wildlife and nature conservation as the most popular theme, with two distinct communication strategies identified: raising awareness by problematising threats to wildlife and showcasing the beauty of nature and conservation efforts. Additionally, the research uncovers specific tactics employed by virtual influencers, including storytelling, visual content, interactive questions, and inspiring statements, to effectively communicate and advocate for sustainability. This research contributes valuable insights to the dynamic landscape of virtual influencers’ sustainability promotion efforts on social media. [ABSTRACT FROM AUTHOR]

The Atlanta University Center Robert W. Woodruff Library used both digital and traditional marketing to promote the Joseph Echols and Evelyn Gibson Lowery Collection, an invaluable civil rights history archive. Leveraging social media, particularly Instagram Reels, resulted in a 334% increase in engagement, demonstrating the effectiveness of meeting diverse audiences online. Additionally, traditional methods, including presentations, radio interviews, and community events, complemented the digital strategy to reinforce the importance of having an integrated approach to promoting archival collections. [ABSTRACT FROM AUTHOR]

The purpose of the study is to analyze and improve modern aspects of marketing policy with targeting to attract new customers to environmental recreation areas in the context of sustainable development of the region. The object of the study is a separate tourist area and the state of its sustainable development. The scientific question is how to improve the marketing policy system of an individual tourism area in the context of sustainable development. To solve this issue, the expert research method, the iterative consensus method, as well as the Saaty method and dual comparison matrix method were used. As a result of the study, key tourist areas in Norway were analyzed and those most suitable for the development of marketing policies were identified, targeting the attraction of new customers in the context of the sustainable development of the region. At the same time, the long-term growth of tourists was calculated through the use of new elements of marketing policy with targeting to attract new clients to ecological recreation areas in the context of sustainable development of the region. The study has a limitation, since it takes into account the peculiarities of the functioning of tourist areas exclusively in Norway. Future studies are expected to expand the study to other countries. [ABSTRACT FROM AUTHOR]

This study aims to prove that the new concept of reciprocal pricing can affect the improvement of MSME performance. This study uses a quantitative approach with the sample technique used is Cluster Random Sampling This technique is taken with the argument that this research was conducted in several areas, namely, the tourism area of MSMEs street food vendors, then the building owner sells drinks or other products that are not similar. There were 175 MSMEs that became the object of research using the SEM AMOS analysis tool. Empirical evidence proves that Reciprocal pricing is able to encourage the improvement of MSME performance. Implement a marketing strategy strategy that focuses on building and maintaining marketing relationships between one business unit and another for the long term with the aim of providing different value to customers from competitors. The novelty of this research is Reciprocal Pricing, which is the concept of reciprocal pricing by two or more business units that provide mutual benefits to the agreed price, this variable is thought to improve performance. The implication is that efforts to improve the performance of MSMEs need to use the concept of Reciprocal Pricing in this research which is proven to encourage the improvement of MSME performance. The implementation of reciprocal pricing in improving the performance of MSMEs in tourism areas is proven to increase the number of consumers. [ABSTRACT FROM AUTHOR]

We propose a general approximation method for the determination of optimal trading strategies in markets with proportional transaction costs, with a polynomial approximation of the residual value function. The method is exemplified by several problems, from optimally tracking benchmarks and hedging the log contract to maximizing utility from terminal wealth. Strategies are also approximated by practically executable, discrete trades. We identify the necessary trade-off between the trading frequency and trade size to ensure satisfactory agreement with the theoretically optimal, continuous strategies of infinite activity. [ABSTRACT FROM AUTHOR]

This paper delves into the concept of socially responsible marketing and its significance in fostering diversity, equity, and inclusion within organizational environments. It elucidates the connection between marketing and corporate social responsibility (CSR), showcasing methods of integrating social responsibility into marketing activities. Ethical principles inherent in socially responsible marketing are delineated, along with examples of CSR programs and projects within marketing initiatives. Furthermore, the paper explores the context and nature of diversity management policies and practices in organizations, highlighting the need for aligning marketing efforts with inclusive practices. It delves into the perception of various antecedents and consequences of diversity, equity, and inclusion at individual, group, and organizational levels, emphasizing the role of marketing in shaping perceptions and fostering inclusivity. Additionally, the paper addresses systemic, structural, organizational, institutional, cultural, and societal obstacles related to diversity, equity, and inclusion, underscoring the importance of socially responsible marketing in overcoming these challenges. It provides insights into how marketing initiatives can contribute to dismantling barriers and promoting diversity and inclusion within diverse organizational settings and workplaces. In conclusion, the paper underscores the pivotal role of socially responsible marketing in advancing diversity, equity, and inclusion agendas within organizational settings. It emphasizes the need for ethical and inclusive marketing practices and offers recommendations for incorporating social responsibility into marketing strategies to foster a more inclusive and equitable business environment. [ABSTRACT FROM AUTHOR]

The existing market of public charging pile services for electric vehicle (EV) users has occupied a particular market share. However, instead of solely focusing on pre-planning the construction of charging piles, it is crucial to address the shortcomings of the existing charging pile service and develop effective marketing strategies. This approach can help optimize the utilization of charging pile resources and minimize wastage. In this study, we explore EV users' comments on the public charging pile service and adopt a natural language pre-training model to classify comments for extracting positive and negative comments. For these two types of comments respectively, we construct the text-to-knowledge to mine the keywords from multiple dimensions. We further excavate the words correlated with the keywords by utilizing dependency parsing to create relational dependency graphs. Taken together, we identify key factors influencing EV user satisfaction or dissatisfaction and uncover the relationships among these factors. These insights provide valuable information for charging pile operators to develop targeted marketing strategies and improvement plans for the existing public charging pile resources, ultimately enhancing the overall user experience. [ABSTRACT FROM AUTHOR]

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Online shopping has become a crucial way to encourage daily consumption, where the User-generated, or crowdsourced product comments, can offer a broad range of feedback on e-commerce products. As a result, integrating critical opinions or major attitudes from the crowdsourced comments can provide valuable feedback for marketing strategy adjustment or product-quality monitoring. Unfortunately, the scarcity of annotated ground truth on the integrated comment, or the limited gold integration reference, has incurred the infeasibility of the regular supervised-learning-based comment integration. To resolve this problem, in this article, inspired by the principle of Transfer Learning, we propose a three-stage transferable and generative crowdsourced comment integration framework (TTGCIF) based on zero-and-few-shot learning with the support of domain distribution alignment. The proposed framework aims at generating abstractive integrated comment in target domain via the enhanced neural text generation model, by referring the available integration resource in related source domains, to avoid the exhausted effort on resource annotation devoted to the target domain. Specifically, at the first stage, to enhance the domain transferability, representations on the crowdsourced comments have been aligned up between the source and target domain, by minimizing the domain distribution discrepancy in the kernel space. At the second stage, Zero-shot comment integration mechanism has been adopted to deal with the dilemma that none of the gold integration reference may be available in target domain. In other words, taking the sample-level semantic prototype as input, the enhanced neural text generation model in TTGCIF is trained to learn data semantic association among different domains via semantic prototype transduction, so that the "unlabeled" crowdsourced comments in target domain can be associated with existing integration references in related source domains. At the third stage, based on the parameters trained at the second stage, fast domain adaptation mechanism in a Few-shot manner has also been adopted by seeking most potential parameters along the gradient direction constrained by instances across multiple source domains. In this way, parameters in TTGCIF can be sensitive to any alteration on training data, ensuring that even if only few annotated resource in target domain are available for "Fine-tune," TTGCIF can still react promptly to achieve effective target domain adaptation. According to the experimental results, TTGCIF can achieve the best transferable product comment integration performance in target domain, with fast and stable domain adaption effect depending on no more than 10% annotated resource in target domain. More importantly, even if TTGCIF has not been fine-tuned on the target domain, yet by referring to the available integration resource in related source domains, the integrated comments generated by TTGCIF on the target domain are still superior to those generated by models already fine-tuned on the target domain. [ABSTRACT FROM AUTHOR]

In today's business world, Malaysian postal and courier companies are rapidly growing due to recent Covid-19 but they face various challenges due to intense competition in the use of high-tech e-services. The paper examines the role of business and market intelligence in expediting service innovation and responsiveness in Malaysia, which is considered the business hub of Asia. Primary survey data were collected from the 93 managerial staff of postal and courier companies in Malaysia. We employed PLS-SEM methodology to test the relationship between the selected variables of interest. The results indicate that market intelligence and business intelligence are the major contributors to service innovation and service responsiveness. Moreover, the role of knowledge management is crucial in better utilization of external and internal knowledge. Finally, this study provides practical guidelines to practitioners and policymakers of postal and courier companies to devise viable strategies for efficiently realizing service innovation and service responsiveness to the best satisfaction of the end customers. [ABSTRACT FROM AUTHOR]

Feeling or anticipating guilt associated with consumption situations may lead consumers to adjust their behaviors to avoid those unpleasant feelings and better conform to their personal, moral, and social standards. The experience of guilt regarding a consumption situation is influenced by both contextual factors, including marketing communications, and personal traits, namely the individual's proneness to feel guilt related to consumption. While research has examined the influence of contextual variables on guilt, the individual predisposition to feel guilt associated with consumption has received little attention. Understanding individual consumer guilt proneness can assist managers in customizing strategies to diverse guilt responses: recognizing varying susceptibility to guilt enables personalized approaches across the consumer journey, fostering empathetic managerial actions. This understanding can significantly impact consumer satisfaction, loyalty, and the success of marketing strategies. This study conceptualizes and proposes a measure of consumer guilt proneness, the individual tendency to feel guilt regarding transgressive consumption situations. To define the conceptual domain, a literature review is complemented with a qualitative study. Five dimensions corresponding to sources of guilt (health, extravagance, social influence, misevaluation, and ethics and sustainability) create the initial pool of items. Exploratory and confirmatory factor analyses corroborate the five‐factor measurement model. The final scale demonstrates adequate convergent, discriminant, and nomological validity. Finally, the instrument is cross‐culturally validated in three countries—Portugal, Poland, and Brazil—which not only strengthens the evidence of its validity and reliability but also lends credibility to its broader application in diverse cultural environments, particularly within Western cultures. [ABSTRACT FROM AUTHOR]

This research examines the impact of the voucher-based economic stimulus policy and market strategy on museum traffic during the COVID-19 pandemic in Taiwan. We apply a univariate time-series model (ARMAX) to daily-visit data of the National Palace Museums in Taiwan during 2016–2021, showing results that the consumption voucher program effectively did boost the number of visitors amid overall declines in tourists due to the lockdown. A comparison among the National Palace Museum branches further reveals that holding more outdoor art events by one branch induced a more potent effect of the stimulus policy. The findings suggest that outdoor art events can be a helpful strategy for museums, which traditionally rely on indoor art exhibitions, to mitigate the impact of a pandemic. [ABSTRACT FROM AUTHOR]

Digital marketing is inevitably becoming popular in the marketing realm. Leveraging digital marketing strategies has been instrumental in fostering communication and engagement between brands and customers. However, a limited number of research explores the influence of these emerging trends on the purchase intentions of customers in the fast food chain industry. Therefore, the aim of this paper is to examine the influence of digital marketing strategies on customers' purchase intention and to identify the most effective digital marketing strategy for crafting compelling content and disseminating marketing messages to achieve the intended marketing goal. This study employed a correlational quantitative research approach with a convenient selection of participants, utilizing a modified survey questionnaire as the principal means of data collection. The sample consisted of One Hundred Ninety-eight (198) actual customers of selected fast-food restaurants in España Boulevard, Manila. The data retrieved from the survey questionnaire was analyzed and interpreted using a Five-point Likert scale designed for measuring interval data. The findings of this research revealed that utilizing social media marketing, webinar platforms, mobile applications, and e-commerce significantly influences customer's purchase intention. Furthermore, it came to light that there is a highly statistically significant relationship between digital marketing strategies, namely, social media marketing (r=0.864, p=0.027), brand exposure through webinar platforms (r=0.802, p=0.055), mobile applications and e-commerce (r=0.854, p=0.031) on customer's purchase intention of selected fast-food restaurants, and a positive strong correlation between affiliate marketing (r=0.759, p=0.080) and the latter. In addition, the results revealed that there is a positive moderate correlation between content marketing (r=0.548, p=0.260), and email marketing (r=0.575, p=0.232) on customer's purchase intention. [ABSTRACT FROM AUTHOR]

This research aims to determine marketing strategies that can be implemented to improve marketing performance at Zeribowl Dessert using the SWOT analysis method. This research method uses a qualitative method with a descriptive approach with data collection methods through documentation studies, observations, interviews and questionnaires obtained from 30 customers and 4 Zeribowl Dessert staff. The research results show that the Strength and Opportunities (SO) value is 3.23. Then the Weakness and Threats (WT) value is 3.6. Thus the researcher concludes that an aggressive strategy can be carried out by maximizing strength by taking advantage of Zeribowl's opportunities to gain profits through marketing strategies that can be implemented by Zeribowl Dessert, including; market development and market penetration, product development, market target and market positioning. [ABSTRACT FROM AUTHOR]

This study aims to determine the Marketing Mix Strategy in an Islamic Economic Perspective on Gold Pawn Products (Case Study of Bank Syariah Indonesia KCP Kisaran). Data sources are obtained from primary data, namely through observation, and interviews. While secondary data were obtained from related reading books and documents related to this study. The population of this study is all employees of BSI KCP Kisaran and the sample in this study is the Pawwing Aprraisal staff. From the results of this study, it shows that the products at BSI KCP Kisaran consist of fund distribution and fund raising products. BSI KCP Kisaran Gold Pawn Product Marketing Mix Strategy is using 4P (Product, Price, Promotion, Place). The factors for fluctuations in gold pawn product customers at Bank Syariah Indonesia KCP Kisaran are due to the choice of the customer himself who prefers other products compared to gold installment pawn products. And the marketing mix strategy in the perspective of Islamic economics on BSI Gold Pawn products (Case Study of Bank Syariah Indonesia KCP Kisaran) must be based on God, Ethical, Realistic and Humanist. [ABSTRACT FROM AUTHOR]

In the modern conditions of globalization and the development of Internet marketing, the task of ensuring competitiveness is complicated, which requires the development of new innovative methodological approaches to the analysis and justification of the applied principles of strategizing the policy of expansion into industry markets, considering the specifics of competition in them and the financial and resource capabilities of enterprises. Problem Statement. Nowadays, there is a high level of need for the application of innovative approaches to the formation of methodological and applied support for the strategic management of the expansion of enterprises into new and existing markets by means of strengthening business competitiveness in conditions of high-intensity competition on the internal and foreign markets of goods and services. The purpose of the paper is the development of a system of innovative strategic management of the policy of expansion of enterprises into new markets, considering the state of competition, financial resource capabilities and potential of enterprises. The research used the following methods: analysis and synthesis to determine the features of managing competitive positions, system-structural, indicative-temporal analysis for the creation of a methodology for the analysis of competitiveness in industry markets, Principal components to determine the weight significance of indicators and components of competitiveness, integral analysis for construction of dynamic series of competitiveness by types of economic activity. Enterprises with different capabilities can adopt any option of competition and achieve success in the market, but only based on innovation and with careful planning and effective implementation of the provisions and tasks of the corresponding strategy. It is definite in the context of weakening of financial capacity, economic entities have the opportunity for innovative development, provided that they function in the market, possessing competitive advantages, accumulating intellectual capital and financial self-sufficiency. [ABSTRACT FROM AUTHOR]

In the current business scenario, environmental issues play an important role in Business. Most of the country's governments are concerned about the environmental problems.in today's business, sustainable development has become a key issue. Thus, Greenwashing is one of the strategies a firm can adopt to achieve this. Greenwashing is the process of conveying a false impression or misleading information about how a company's products are environmentally sound. Greenwashing is an attempt to capitalize on the growing demand for environmentally sound products. The present paper tries to analyze the awareness of greenwashing and clean beauty greenwashing and analyze the influence of brand claims on the purchase of the product. [ABSTRACT FROM AUTHOR]

The COVID-19 pandemic has caused unexpected shocks to several sectors of the economy, including the insurance industry. The devastating effects of the pandemic have also affected the marketing model and the strategies' effectiveness. Therefore, this study sought to demystify the potency of marketing strategies as a tool for achieving competitive advantage in challenging times. An exploratory and qualitative research design was used to gain in-depth insight into the motivations and perceptions of a purposive sample of 15 insurance customers. Thus, interviews were conducted to gather data to determine the potency of the marketing strategies. The research findings showed that different companies used various marketing strategies, resulting in varying customer satisfaction. Some companies used low-cost strategies, while others focused on product differentiation strategies. It was further found that most customers prefer a lower price and reliable service from trustworthy insurers. In addition, it was noted that companies with high customer satisfaction levels outperformed their competitors and achieved a competitive advantage in the short-term insurance sector. This sector is customer-centric, so a higher emphasis must be placed on delivering quality service and customer satisfaction. Consequently, companies in the insurance sector will be able to keep customers satisfied over long periods and ultimately achieve customer loyalty. The study elucidates the pathway for insurance companies to navigate challenging times successfully by focusing on delivering quality service and nurturing customer satisfaction for long-term loyalty. [ABSTRACT FROM AUTHOR]