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This paper fully considers the influence of the government, platforms, drivers and passengers on the regulation of online car-hailing market, and constructs an evolutionary game model of four parties. Then, the strategic stability of evolutionary game model is analyzed. Eleven strategies satisfying the stability conditions are obtained. Finally, the simulation verify the results of analysis. The simulation shows that parties' decisions will be changed by the strength of the initial willingness. When the rewards and punishments increase, the self-restraint ability of the platform and the drivers can be strengthened. And then, by analyzing the managerial cost, this paper finds that reducing cost can accelerate the system to the stable state. Based on this, the paper puts forward relevant policy suggestions to promote the regulation of online car-hailing market. [ABSTRACT FROM AUTHOR]

A digital marketing strategy using humorous gimmicks can steal the company's attention because it attracts the audience's attention and can increase brand awareness of a Pocari Sweat product. Aiming to find out what marketing strategies can be used on social media and whether digital marketing strategies using humorous gimmicks can grow brand awareness of a product, this research uses a descriptive qualitative method using theory from Dentsu; in this theory, there is the AISAS model, namely (Attention, Interest, Search, Action, Share). The research results show that a marketing strategy using humorous gimmicks can provide added value to brand awareness because it has a strong appeal in the eyes of the audience and can entertain the audience. The clever gimmick content strategy used by Fadil Jaidi has proven to be an effective digital marketing strategy that impacts brand awareness of a product. From informants' responses and netizen comments on his Instagram account, the audience does not see endorsement advertising content because of the interest built through the humorous gimmick presented. The content created by Fadil Jaidi has also successfully increased the audience's buying interest, thus influencing the social media of brands or products that Fadil Jaidi collaborates with. [ABSTRACT FROM AUTHOR]

Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This study investigates how travelers' decisions to attend the Cikadongdong River Tubing activity are influenced by online marketing and electronic word-of-mouth (eWOM). The study employed a quantitative and associative technique, collecting data using a Likert scale questionnaire and selecting a sample of one hundred visitors using deliberate non-probability selection. The data was analyzed using SPSS version 25. The findings demonstrate that online marketing (X1) and eWOM (X2) both strongly and favorably affect the decision to visit (Y). This illustrates the importance of digital engagement for the tourism sector and demonstrates the necessity of effective online marketing strategies and favorable eWOM for attracting tourists to the Cikadongdong River Tubing site. [ABSTRACT FROM AUTHOR]

This study investigates the impact of absorptive capacity on enhancing the performance of SMEs through new product development, marketing capabilities, and the adoption of digital marketing. The research problem addresses how absorptive capacity influences these factors to improve new product performance. A quantitative approach was employed, collecting data from 212 SMEs in three cities in East Java Province, Indonesia. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that critical factors influencing new product performance include the ability of SMEs to absorb external knowledge (indicator AC3, loading factor 0.852), new initiatives in product development (indicator NPD4, loading factor 0.886), and strong marketing strategies (indicator MC3, loading factor 0.878). Further analysis reveals that absorptive capacity positively and significantly affects new product development (ß=0.763; p-value<0.05) and marketing capabilities (ß=0.724; p-value<0.05) but has a negative and insignificant effect on digital marketing adoption (ß=–0.102; p-value>0.05). However, digital marketing adoption positively and significantly impacts new product performance (ß=0.628; p-value<0.05). These findings suggest that while absorptive capacity is crucial for new product development and marketing capabilities, it is insufficient to drive digital marketing adoption. The results highlight the important but not significant mediating role of digital marketing adoption. The practical implications provide guidance for SMEs to adjust their marketing strategies and new product development to improve performance, particularly during a crisis. [ABSTRACT FROM AUTHOR]

The paper aims to study digital marketing models and their impact. Partly in response to the new digital age and partly due to the emergence of new marketing methods. Companies need to use different models to control their digital marketing plans. Due to the growing need for digital marketing models, they have investigated what models are in use today and whether it is possible to offer a new model to the market to make things easier for marketers. A new model was created based on one of the companies that use different digital tools. Marketers can learn helpful information from models when developing a digital marketing strategy, conducting an audit, or reviewing online communications. Company leaders must be aware that the marketing strategies they have adopted in the past year will not work under current conditions, which means they should be adapted to current trends. [ABSTRACT FROM AUTHOR]

The phenomenon of selling upakara products is increasing due to high demand, especially from Balinese women who work outside the home. In this modern era, they prefer to buy ready-made upakara equipment, creating new business opportunities. This has led to home industries making tumpeng/penek for upakara purposes, such as the one coordinated by Mrs. Nyoman Putri in Banjar Batur, Batubulan. To compete, tumpeng businesses need digital-based accounting and marketing systems. However, business actors often lack knowledge in these areas. This service aims to improve partners' abilities in accounting, digital marketing, and entrepreneurial independence by mentoring and lectures. The result is enhanced business independence, better cost calculation, and increased tumpeng sales in Gianyar. [ABSTRACT FROM AUTHOR]

Digital Marketing is gaining more momentum and it is becoming indispensable in product promotion and sales. The business entities are closely tied with digital marketing mediums to reach customers in large numbers. However, the challenges of choosing the optimal medium of marketing digitally constrains the business endeavours. This research work proposes a decision-making model integrating Plithogenic based contradictions method of ranking with LBWA (Level Based Weighting Assessment) method of finding the criterion weights. This proposed approach of making optimal selection of the mediums of digital marketing is highly efficient in tackling the challenges of product propagation and customer segmentation. The competency of this approach is validated with other Plithogenic integrated methods of criterion weight computation. The newly developed blended method of making decisions facilitates in handling complex decision environments with several criteria. The limitations of this model shall be handled by discussing LBWA with linguistic representations and under the environments of fuzzy and its extended versions. [ABSTRACT FROM AUTHOR]

Copyright of Marketing Science & Inspirations is the property of Comenius University in Bratislava, Faculty of Management and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Contemporary trade companies operate within a multifaceted and rapidly changing environment that is shaped by both exogenous and endogenous factors, where digital marketing technologies play a special role. The purpose of the article is to identify the connection between digital marketing technologies and retail business sales regarding their use in marketing budget effectiveness. The study utilized the method of econometric analysis (regression analysis, analysis of descriptive statistics) as well as the method of social network analysis. Regression analysis showed the importance of investment in advertising and customization of marketing campaigns due to the cuttingedge technologies. Factors such as advertising budget, the number of posts, likes, and comments on social networks have a significant impact on sales. Based on the model's findings, every extra dollar allocated towards advertising amplifies sales by 0.0497 units, indicating the importance of investment in advertising campaigns. The sales distribution is somewhat skewed with a mean of 909 and a median of 922. The analysis revealed significant variability in key variables, indicating the diversity of strategies and conditions in which different companies operate. Practical digital marketing solutions for retail businesses include increased investment in social media advertising, regular posts, and engagement through likes and comments. The promising area for further research is to explore the potential of artificial intelligence for personalizing retail business marketing. [ABSTRACT FROM AUTHOR]

Copyright of Turkish Journal of Marketing is the property of Turkish Journal of Marketing and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista de Ciencias Sociales (13159518) is the property of Revista de Ciencias Sociales de la Universidad del Zulia Venezuela and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Brazilian Journal of Production Engineering / Revista Brasileira de Engenharia de Produção is the property of Brazilian Journal of Production Engineering and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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]

Copyright of Journal of Community Service & Empowerment is the property of Journal of Community Service & Empowerment and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This study aims to determine the effect of the role of influencers, affiliate marketing, and online customer reviews at Shopee through TikTok content on Generation Z purchasing decisions. This research uses a quantitative approach by collecting data through an online survey of 199 respondents of the Management Study Program students class of 2020. The data were analyzed using multiple regression methods to evaluate the relationship between the independent variables of influencer roles, affiliate marketing, and online customer reviews and the dependent variable (purchasing decisions). The analysis results show that the role of influencers, affiliate marketing, and online customer reviews have a positive and significant influence on Generation Z's purchasing decisions. The findings emphasize the importance of integrating marketing strategies through influencers, affiliate marketing, and online customer reviews in influencing Generation Z's purchasing decisions. This provides guidance for businesses to utilize e-commerce platforms such as Shopee and TikTok content as an effective means of communication to reach and influence the Generation Z market. This research makes a new contribution to the understanding of how the role of influencers, affiliate marketing and online customer reviews on Shopee, particularly through TikTok content, can influence Generation Z's purchasing decisions. This research adds insight into effective marketing strategies to capture the attention and influence the consumption behavior of the younger generation in the context of e-commerce platforms. [ABSTRACT FROM AUTHOR]

Copyright of Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) is the property of Dinasti Publisher and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Online shopping boomed during the COVID-19 pandemic, leading to a major growth of shipping company businesses. As such, shipping companies needed to have a good marketing strategy to maintain brand existence and survive in the midst of competition. The purpose of this study was to analyze the marketing strategy implemented by SiCepat Ekspres in building brand awareness during the COVID-19 pandemic. This study used a qualitative method. The results of this study showed that SiCepat Ekspres built brand awareness using the Customer Loyalty Program strategy, supported CSR, promos, and also digital marketing such as YouTube and Instagram, and started switching to the TikTok platform due to increased traffic during the COVID-19 pandemic. The benefit of the results is to consider decision-making to increase brand awareness through implementing marketing strategies that are in line with the company's targets; besides that, for further research, it can be used as a guide and reference for similar research topics. [ABSTRACT FROM AUTHOR]

This study aimed to find the right marketing strategy for the business of selling heavy equipment rental services during the COVID-19 pandemic. The research method used was qualitative. Data collection was carried out through interviews with all employees of CV Aneka Tractors. The data analysis process used an analysis tool, namely Nvivo 12 Pro to obtain factors that influenced both internal conditions and strategic steps taken by CV Aneka Tractors. The results of the research showed that CV Aneka Tractors, which initially focused on working on government projects (B2G) and private projects (B2B), had to switch to the individual/community sector (B2C). The B2C sector was an open opportunity during the COVID-19 pandemic. The results showed that during the COVID-19 pandemic, not all consumer sectors were able to make the best contribution, especially in the heavy equipment rental service industry. With a strategy of shifting the target focus to the B2C sector by adjusting the pattern of services offered, establishing cooperation and reducing payment deadlines, companies can survive. From this research, we also saw how important marketing planning is in keeping the company operating. [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]

Digital marketing uses digital technologies and media to achieve marketing goals. With the advent of digital media, digital marketing strategies have gained a lot of importance among marketers to reach their target markets and improve their performance. This study aims to examine the effect of various digital marketing tools that can significantly impact the competitiveness of the restaurant industry. Restaurants have used various facets of digital marketing to attract and influence customer decisions. The study attempts to identify the digital marketing tools based on the asset-process-performance (APP) framework. The study utilises the structural equation modelling technique to determine the structural relationship among various digital marketing variables. The result indicates that social media, online branding, online advertisements, and post-service quality have a significant impact on the competitiveness of the restaurant industry. Further, the research provides implications for practitioners and policymakers. [ABSTRACT FROM AUTHOR]

Both social media marketing and the digital activity of Instagram influencers have transformed the virtual landscape of book promotion. In other words, the growth of the #bookstagram community has given the entire publishing industry the opportunity to interact with potential readers and, by extension, increase product visibility through the social media platform Instagram. With this in mind, the present study aims to deepen the importance of promotion techniques within bookstagram and, moreover, to portray the modern methods implemented as central pillars in 21st century marketing strategies. Therefore, the paper investigates the broad spectrum of online approaches accessible to book influencers in the field of social media marketing through qualitative research, with in-depth interviews as the research method. As promotion can be achieved through a number of valuable techniques, the research focuses on highlighting the bookstagram tour, but also other equally effective strategies in terms of expanding the target audience and maximizing interactions. Moreover, there is the approach of types of posts, the involvement of awards or even touching on divergent topics of the books. Thus, by examining the phenomenon present in social media - influencer marketing and their methods of attracting consumer attention, the paper helps to build on the literature and offers new insights for both publishers and influencers. In particular, the research contributes to the evolving information on influencer marketing and highlights the importance of incorporating social media into marketing strategies to keep the online landscape current and dynamic. [ABSTRACT FROM AUTHOR]

Online reviews are an important part of product information and have important effects on consumers' purchasing decisions. Some sellers try to manipulate the market by inducing online reviews. In this study, a signal game model based on Bayesian conditional probability is constructed to analyze the preconditions, decision-making process, and effect on market demand and profit of this behavior. The results show that first, when consumer sensitivity to rebates reaches a certain threshold, low-quality sellers will adopt a conditional rebate strategy to induce consumers to give positive reviews. Second, the optimal rebate cost ( β * ) is obtained, where β * increases with the product price (p), but it is not necessarily monotonic in consumers' sensitivity to rebates (ρ) or the proportion of high-quality products (α). Third, the conditional rebate strategy can only work in a market dominated by low-quality goods. Using the conditional rebate strategy in a market dominated by high-quality goods will not bring benefits to low-quality sellers but will harm their profits. This study proposes that some developing online markets have collusive behaviors owing to a lack of regulations and laws, as well as consumers' concern for small interests. Ensuring the orderly development of online markets will require joint efforts by platform enterprises, government agencies, and consumers. [ABSTRACT FROM AUTHOR]

The hospital industry with a variety of increasingly strict government rules and increasing hospital choices creates tough competition. The purpose of this study is to find out how is the implementation of social media marketing in the hospital industry?. In private hospitals, a good marketing strategy is needed to continue to increase public trust. In the era of marketing 5.0 (technology with humanity) requires hospitals to continue to innovate in terms of services and technology. Social media marketing is one way to image the hospital in the eyes of the public. Marketing using social media has low capital and is easy to do. Delta Surya Hospital is one of the type C private hospitals in Sidoarjo that has applied the principles of social media marketing. The data was taken in November 2022 by analyzing the hospital's social media, namely Instagram, YouTube, and TikTok. The results of the data were compared with similar journals that already existed. [ABSTRACT FROM AUTHOR]

At the end of 2019, the sudden outbreak of the pandemic brought a significant impact on the sales of agricultural products in China and all over the world. To reduce the unmarketable problem caused by the pandemic in the agricultural industry, operators who used to focus on offline sales changed their marketing strategy and began to build online sales channels through e-commerce platforms and adopt various online marketing strategies to improve their marketing performance. Furthermore, the performance of online marketing of agricultural products is affected by the interaction of multiple factors in the complex environment. This study aims to distinguish between the performance of different online marketing strategies by using necessary comparative analysis (NCA) and qualitative comparative analysis (QCA) method, to help operators to grasp the critical elements of the online marketing of agricultural products, and how configuration effective impact the online marketing performance. The results show that: (1) NCA's results show that a single online marketing dimension cannot constitute the necessary conditions for producing high marketing performance of agricultural products, but e-commerce broadcasting, visual effects and government cooperation play an obvious role in improving marketing performance. (2) online marketing performance is influenced by the interaction of various strategies, and no single factor has a significant effect on it. (3) a good online marketing performance configuration path is divided into four, namely "the government cooperation--e-commerce broadcasting" domination; "the government cooperation--visual effects--e-commerce broadcasting" leading; "customer relationship--the government cooperation--visual effects--e-commerce broadcasting" leading; "platform number--visual effects--e-commerce broadcasting" leading. (4) There are four driving paths with no-good online marketing performance, and there is a causal asymmetric relationship of the driving paths with good online marketing performance. This study provides management enlightenment for agricultural operators on how to effectively improve the performance of online marketing, help operators to solve practical problems, and facilitate the development of agricultural e-commerce. [ABSTRACT FROM AUTHOR]

The research was conducted to analyze the influence of digital marketing strategies, brand image, and influencers on purchasing decisions for Netflix products. The study was analyzed using the questionnaire spread method to find out the significant outcomes of Netflix usage decisions as well as the impact of brand image and digital marketing on the social community. The results of this study showed that each variable has a strong influence on Netflix usage decisions. This can be seen from the results of acquisition and data processes that show significant value, starting with digital marketing that is well branded by the influencer so that Netflix users get information digitally easily. [ABSTRACT FROM AUTHOR]

The article examines the media practices of a German Salafi missionary through the perspective of theories on Islamic authority and digital online marketing. Following an understanding of online Salafism as a cross-platform phenomenon, the paper draws on an ethnographic case study of Salafi Influencer Abdurrashid, examining the specific strategies he develops for his channels on YouTube and TikTok, the synergies he generates between them, and the active outreach measures through which he creates a gateway for his YouTube profile via TikTok in order to gain authority. [ABSTRACT FROM AUTHOR]

The growth of cafes in Surabaya is very rapid, reaching an average per year of 20%, even the growth after Covid 19 has increased sharper. The increase in cafes in Surabaya is driven by the increasing need for public spaces to share flavors. But on the other hand, café business competition is getting tighter, it demands creativity in implementing strategies. By asking questions about Cafe positioning and the use of Integrated Marketing Communication, this study uses a qualitative method approach to purposive samples of De Mandailing Cafe and PT Jokopi Cafe. The results obtained the use of digital marketing in an integrated manner with the concept of line and emphasis on building humanist public spaces as an answer to the communal consumer culture and lifestyle café Surabaya survived and developed as a promising Cafe Business. [ABSTRACT FROM AUTHOR]

Copyright of Revista de Investigación is the property of Universidad Pedagogica Experimental Libertador and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista Cubana de Ciencias Informáticas is the property of Universidad de las Ciencias Informaticas (UCI) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Comunicação Pública is the property of Escola Superior de Comunicacao Social and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Ciencia y Sociedad is the property of Ciencia y Sociedad and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

SME industry saves the nation's economy, 10.79 million people (7.71 percent) of the Indonesian population work in providing accommodation and food. Knowing the survival ability of industry players on a mike scale is very important. This study used a mixed method, with descriptive analysis to determine the survival ability of the "Pempek Bicik Nina", Palembang, company post-pandemic. Using the SWOT analysis, and internal-external weighting, the Four Step Strategy determines the most appropriate strategy, to be able to overcome challenges by taking advantage of all possible opportunities. Results showed that several weaknesses must be immediately corrected to optimize revenue potential, in the form of more extensive digital marketing, and innovation in product variants, including embracing more public figures as catalysts to leverage. Innovation in product variants is also needed to maintain the attractiveness so that it can continue to attract old customers, as well as attract the interest of new consumers. The cost leadership strategy was maintained. The ability to control costs, and operational efficiency, is very important to maintain profitability and competitiveness. By adapting to all digital world business developments and its product innovation, "PBN", can maintain business continuity. In particular, by combining digital marketing strategies, product innovation, embracing more public figures, and cost leadership strategies, halal SMEs "PBN" can continue to develop and succeed in the halal SME culinary market. [ABSTRACT FROM AUTHOR]

The purpose of the study is to analyse the biological consideration in the publicity and marketing strategies for the pharmaceutical content on short video platforms from ethical perspectives. This study examines the impact of bioethics and social media content on the pharmaceutical awareness with the mediating role played by marketing strategies and moderating role played by online communication. The research method of the study is quantitative, and the researcher has collected data by adopting a questionnaire-based survey. Data has been analysed statistically with the help of a statistical software Smart PLS. Findings of the study revealed that bioethics and social media content significantly influence marketing strategies and pharmaceutical awareness, similarly marketing strategies and online communication has a significant impact on pharmaceutical awareness. The mediation of marketing strategies has been accepted as well as the moderation of online communication is significant. [ABSTRACT FROM AUTHOR]

The main purpose of this paper is to analyze the strategy and growth of a company through content marketing, including the positive impact it could have on its target audience. Content marketing makes the difference with the respect towards the quality. It does not create a rapid saturation effect on the target audience, because ad spam does not exist in this category. People choose what they want to view. In a time of continuous technologization, companies need to strategically adjust in order to survive in the market. This adaptation takes shape throughout content marketing, which is remarkably becoming the one that makes the difference between being successful or not in the market in which you operate. These days, the budgets allocated to content marketing are extremely high and they continue to grow as the years are passing. [ABSTRACT FROM AUTHOR]

Neuroscience and its offshoot as neuromarketing have helped marketers understand neuroscientific aspects of customers while gamification has helped them understand the psyche of consumers. Despite neuromarketing's many potential benefits to businesses, little academic work has been done on the field so far. Most studies have examined consumer shifts during and after pandemics without analyzing them from two critical perspectives: neuroscientific theories and psychology theories. As the two streams of knowledge lean on each other, their interdependence in the field of e‐engagement needs exploration. The purpose of this study is to answer an important question – "How do marketers use gamification and neuromarketing to understand online engagement of consumers?". We used a quantitative empirical research approach to assess the inter‐relationship between neuromarketing and gamification. The study collected data from digital marketing strategists of retail firms to propose a theoretical framework for self‐determination theory in successfully implementing new age technologies by plugging the cues of gamification and neuromarketing. The framework would be useful for retail firms to design digital marketing strategies for capturing the attention of consumers across different geographies. Findings indicated that, marketers are interested in neuromarketing for two main reasons: first, they think it can help them save money and improve their marketing plans, and second, they think that cutting‐edge research techniques such as brain imaging can help them get more accurate findings. [ABSTRACT FROM AUTHOR]

In the modern conditions of increased competition, marketers face the challenge of engaging the consumer's attention and offering him a high level of personalization. The focus of marketers' attention is increasingly shifting to Generation Z, which is expected to become the most important market segment for consumption of products and services by 2025. This fact indicates the future large market potential of this generation, which makes it an object of interest for marketers. Generation Z are digital natives and have been used to living with technologies since their youngest days. They could also be considered as being less reluctant to test and use different types of technologies. They accept technology as part of their daily lives and constantly consume online content. “Centennials” demands for the emotions and experiences they want to have in the purchasing decision process are high. This creates a need for marketers to use such means so to be able to reach the consumer in the best possible way. The article examines one of the modern possibilities for achieving this goal, namely digital marketing. Particular attention is paid to mobile marketing and technology of augmented reality, which can create a high level of experience for the consumer. Mobile marketing creates great opportunities for marketers to build relationships with customers and especially with the technology-oriented Generation Z. The main reasons for this supported by data are discussed. One of the most promising ways to create consumer experience is the technology of augmented reality. The technology of augmented reality in marketing focuses on creating a consumer experience by superimposing computer-generated images on the real physical environment. Data on Generation Z's interest in augmented reality shopping experiences are presented in support of the potential this technology provides to reach the technology-oriented Generation Z. [ABSTRACT FROM AUTHOR]

The examination of digital promotion in the distribution sector within the context of multichannel marketing strategy aims to uncover the reasons behind the comparatively lower adoption of new promotional tools, particularly in retail chains. The research delves into the potential implications of this disparity and seeks to identify opportunities for enhancing the use of digital promotional tools in distribution settings. Additionally, the study explores how the integration of these tools can contribute to an enriched user experience and more effective customer relationship management practices within the distribution industry. Within the conceptual framework, the study delves into the pivotal role played by an optimal blend of online and offline promotional channels, a critical aspect in the realm of contemporary digital marketing. The focal point of the research is on applications identified as a modern and digital promotional channel. The investigation not only scrutinizes the design, content, and usage patterns of mobile applications but also incorporates real-world examples from prominent retail chains. Through a comparative analysis, the study aims to provide insights into the effectiveness and nuances associated with the utilization of mobile applications as a promotional tool in the distribution sector. Furthermore, the study presents the outcomes of primary research conducted specifically on the segment of young and middle-aged consumers. This research aimed to gain insights into their experiences, attitudes, and opinions regarding the utilization of mobile applications offered by retail distributors. By focusing on this specific consumer generation, the study aims to provide a targeted understanding of how mobile applications are perceived and utilized within the context of retail distribution. The primary question is whether and how mobile apps in the retail channel incentivize purchases. Secondly, whether the users of these applications know exactly what they are looking for on these apps. The last portion of the study includes a critical overview of the results received, as well as concluding insights that are needed for further research. The practical implications of this research are evident in its contribution to strategic marketing decisions within retail companies. By specifically targeting younger and middle-aged customers, the study provides insights that can directly inform marketing strategies tailored to these demographics. The findings aim to assist retail companies in optimizing their use of mobile applications and refining their marketing approaches to better align with the preferences and expectations of the identified consumer segments. This can potentially lead to enhanced customer engagement, satisfaction, and overall business success in the rapidly evolving landscape of retail distribution. [ABSTRACT FROM AUTHOR]