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The Silver Generation, the population made up of older adults, in countries like Spain and those in its immediate surroundings, represents a demographic segment in constant growth, as a consequence of the increase in life expectancy, and with an increasingly greater percentage weight on the total population, due to the decrease in the birth rate. The main objective of this work is to know and analyze the characteristics and behaviors of this diverse and heterogeneous demographic profile, which is gradually adapting to the use of new technologies, including their preferences regarding the different channels or media they use, the way they relate to the offering companies and their products and services, as well as their assessment of the effectiveness of current marketing strategies aimed at older people. A quantitative methodology has been used, based on a primary source, a survey carried out on people over 55 years of age residing in Spain. The results reflect the existence of significant discontent regarding advertising campaigns directed towards that generation, since they estimate that they do not use the most appropriate channels and coherent strategies, and they are not developed with respect to their way of being and thinking. It is concluded that personalization in treatment, the generation of trust and improving accessibility to new purchasing systems should allow for solid and lasting commercial relationships between companies and this generation. [ABSTRACT FROM AUTHOR]

Customer numbers and comments have been extensively studied to increase hotel arrivals and loyalty, whereas the specific distribution and sentiment variations have received less attention. This study constructed a data set of hotel customers and the deep learning model was applied to quantify unstructured text, which can mine the distribution and sentiment variation patterns of different star hotel customers. The findings show that customers of different star-rated hotels have different variation patterns of sentiment and distribution. There is a negative correlation between the visit heat and sentiment of some high-star hotels in various administrative regions: regions with lower visit heat have higher sentiment scores. In addition, season and location are important factors that affect customers' sentiments. This study is the first to use a quantitative approach to examine the distribution and sentiment variation patterns of hotel customers. It provides insights into appropriate marketing strategies for the hotel industry and offers practical suggestions to hotel customers. [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.)

Social media has entrenched itself as an indispensable marketing tool. We introduce a quantitative approach to predicting the popularity of social media posts within the café and bakery sector. Employing Multi‐Pop, a multimodal popularity prediction model that harnesses both images and text from post content, it utilizes the features of posts that significantly influence their popularity on one of the most widely used platforms, Instagram. By focusing solely on post‐content features and excluding user information, we analysed 8765 Instagram posts from the cafe and bakery domain, revealing that our model attains a superior accuracy rate of 82.0% compared with existing popularity prediction methods. Furthermore, the study identifies hashtags and post captions as exerting a greater impact on post popularity than images. This research furnishes valuable insights, particularly for small business owners and individual entrepreneurs, by introducing novel computational and empirical methodologies for Instagram marketing strategy and post popularity prediction, thereby enhancing the comprehension of social media marketing dynamics. [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 paper explores ICT investment and different types of absorptive capacity (realized and potential) as determinants of micro-level TFP in Colombia from 2008 to 2018. Our empirical output suggests that productivity is positively affected by ICT expenditures as well as by the presence of those IT-related potential absorptive capacities that strengthen knowledge acquisition and assimilation inside the plant: online transactions (e-commerce) and the use of network communication platforms(e-communication). Realized absorptive capacities such as R&D cooperation and marketing expenditures (signaling firms' ability to exploit and transform available information) are found to only induce TFP growth if combined with appropriate IT capabilities: R&D collaboration paired with e-communication and, marketing strategies connected with e-commerce. These results remain robust to various productivity indicators, issues of reverse causality (TFP-ICT link) and even to different IT-related proxies. [ABSTRACT FROM AUTHOR]

For “centuries” manufacturers have been using marketing tools to disseminate information to customers regarding their products. The development of internet has forced companies to use digital technologies to interact with customers and tell them about their products. The purpose of this study was to analyse the impact of digital marketing on brand awareness among the customers of sportswear in Dar es Salaam City, Tanzania. This study applied analytic crosssectional design to analyse quantitative collected from sportswear customers that were selected using simple random technique. The data was gathered using structured questionnaire from 250 sportswear customers in Kigamboni and Kinondoni districts. Data were analysed using descriptive statistics and multiple linear regression model. The findings of this study indicate that, five marketing tools namely, content marketing, social media marketing, affiliate marketing, paid advertising marketing and pay-per-click marketing have positive and significant impact on brand awareness. On the contrary, e-mail marketing was found to have non-significant impact on brand awareness. This study has informed customers that searching for information regarding sportswear products is less time consuming and low cost. Moreover, this study informs sportswear manufacturers have to use more paid advertisements marketing since they capture more customers. Based on the findings, this study recommends that sportswear to invest heavy and continue to improve their paid advertising and pay-per-click marketing campaigns and to combine digital marketing and traditional marketing strategies for effective ad wide coverage in order to achieve higher brand awareness. The two-marketing media can create a synergy that is more beneficial than using either medium separately. [ABSTRACT FROM AUTHOR]

Integrated Marketing Communication (IMC) represents a pivotal approach in contemporary business, emphasising the coordination and integration of various communication tools to achieve a coherent and consistent message. This research investigates how Croatian companies have integrated IMC into their marketing strategies within the Croatian business environment. The findings indicate a growing trend of adopting this integrated approach, with a primary focus on consistency, personalisation and effectiveness of IMC activities. A synergy between marketing communication channels and an emphasis on adaptable, innovative IMC strategies has been recognised. However, challenges such as inter-departmental coordination within companies and optimisation of IMC strategies are pointed out as areas that require further attention. Despite these challenges, Croatian companies recognise the importance and potential of IMC as a strategic tool to enhance their market visibility and competitive advantage. Considering the dynamism of the market environment, continuous innovation, education, and adaptation are crucial for achieving the long-term success of IMC strategies. [ABSTRACT FROM AUTHOR]

This study aims to determine whether news consumption, media trust, interest in news, and political affinity are correlated with the generational segment of the market, measured by the age of the digital audience. Furthermore, this study seeks to verify whether age is associated with digital audiences’ paying attention to journalists or news brands. This research is based on a survey of 2,005 people in Mexico by YouGov in 2022, commissioned by the Reuters Institute for the Study of Journalism at the University of Oxford as part of its annual Digital News Report. The statistical method used was the chi-square test of independence between qualitative variables. The results showed that age correlates with consumption habits, media trust, interest in news, and citizens’ political affinity for digital audiences in Mexico. Moreover, age relates to whether digital audiences focus on journalists or news brands in Latin America. This study delves into the characteristics of digital audiences in Mexico and contributes from a media economics, media management, and media marketing perspective. It also helps media organizations assess their market strategy, market segmentation, and target markets based on the characteristics of digital news audiences in Mexico. [ABSTRACT FROM AUTHOR]

The observed money demand in the U.S. had a stable negative relation with the interest rate up until the 1990s. After this period, this relation fell apart and has never been restored. We show that the central bank's ability to gather information, referred to as market intelligence (MI), matters to generate an upward‐sloping money demand curve. We calibrate the model to the U.S. data for the period from 1990 to 2019 and show that MI helps to match the money demand. We also show that it is beneficial for the society, since it mitigates the inefficiency associated with asymmetric information. [ABSTRACT FROM AUTHOR]

This study examines the effects of social interactions, including online review quality and source credibility, on consumers' risk perception and purchase intention in e-commerce based on the Stimulus-Organism-Response (S-O-R) model. Further, it investigates the role of risk-related feelings (immediate negative emotions) in consumers' decision-making journeys. We used Structural Equation Modelling (SEM) to analyze 405 online questionnaires. Our analysis reveals that review quality and source credibility lower perceived risk and risk-related feelings while enhancing purchase intention. Moreover, it indicates that the online decision journey is twofold and varies based on emotions. Our results have considerable theoretical and practical implications. We enrich consumer risk perception and behaviour literature by incorporating social interactions and risk-related feelings. We also provide several impactful suggestions for marketing strategies for e-commerce businesses. [ABSTRACT FROM AUTHOR]

Despite the steady rise of electric vehicles (EVs) in other countries, the Philippines has yet to capitalize on its proliferation due to several mixed concerns. Status, socio-demographic characteristics, and availability have been the main concerns with purchasing EVs in the country. Consumer segmentation and analysis for EV acceptance and utility in the Philippines were determined in this study due to the need for understanding consumer preferences and market segmentation towards EVs in the Philippines. A total of 311 valid responses coming from EV owners were collected through purposive and snowball sampling approaches. The data were collected via face-to-face distribution and online distribution of a questionnaire covering demographic characteristics for market segmentation. Demographic data such as gender, age, residence type, car ownership, and income were used to identify consumer segments using the K-means clustering approach. Jupyter Notebook v7.1.3 was used for the overall analysis, and the number of clusters was optimized, ensuring precise segmentation. The results indicated a strong correlation between car ownership and the ability to purchase EVs, where K-means clustering effectively identified consumer groups. The groupings also included "Not Capable at All" to "Highly Capable" individuals based on their likelihood to purchase EVs. Based on the results, the core-value customers of EVs are male, older than 55 years old, live in urban areas, own a vehicle and car insurance, and have a monthly income of more than PHP 130,000. Following those are high-value customers, considered target users expected to use EVs frequently. It could be posited that customers are frequent purchasers of products and services. Based on the results, high-value customers are male, aged 36–45 years old, live in urban areas, own a car, have car insurance, and have a monthly income of PHP 100,001–130,000. Both of these should be highly considered by EV industries, as these characteristics would be the driving market of EVs in the Philippines. The constructed segmentation provided valuable insights for the EV industry, academic institutions, and policymakers, offering a foundation for targeted marketing strategies and promoting EV adoption in the Philippines. Moreover, the sustainable marketing strategies developed could be adopted and extended among other developing countries wanting to adopt EVs for utility. Future works are also suggested based on the study limitations for researchers to consider as study extensions, such as a holistic approach to EV adoption that considers environmental, social, and economic factors, as well as policies and promotion development. [ABSTRACT FROM AUTHOR]

Purpose: This teaching case aims to encourage reflection on the formulation of the strategic repositioning of an automotive dealership. Design/methodology/approach: Built on the teaching case method, it portrays the situation of the Premium Motors automotive dealership in the face of a strategic repositioning. Management and the board discuss ways to minimize the impact of the coronavirus disease 2019 (COVID-19) pandemic on sales figures. The situation presents the possibility of entering a new product segment. Findings: How to make consumers correctly understand the new positioning? The case is structured to enable reflection and teaching of marketing strategies, with each student having the possibility of putting themselves in the role of company managers. The environment and trajectory are also portrayed, broadening the perception of the studied company and providing devices for solving the emerging problems of the case. Originality/value: The case becomes a tool to promote knowledge, from the implementation to the management of strategic repositioning. Thus, the teaching notes offer directions on how professors can use the teaching case with their undergraduate and graduate students in disciplines related to strategy and marketing. [ABSTRACT FROM AUTHOR]

Purpose: The study aims to analyze consumer reaction to counterintuitive communication linked to the LGBTQIAP+ cause. Design/methodology/approach: The theoretical framework focused on marketing communication, counterintuitive communication and the insertion of the LGBTQIAP+ issue in them. A hypothetical-deductive approach was adopted, carried out through an online experiment with a factorial design 2 (high involvement product − wedding ring × low involvement − perfume) × 2 (homosexual couple − counterintuitive × heterosexual − intuitive), with two subsequent steps: eye tracker collection (n = 21) and questionnaire application (n = 136). Findings: It was possible to attest to the differences between traditional (intuitive) and counterintuitive marketing communications, identified both in terms of visualizations and fixations (eye tracking), and objective responses (online questionnaire), finding more positive consumer behavior in the case of counterintuitive communication with insertion of the LGBTQIAP+ cause. Research limitations/implications: Marketing communication has great potential to create "new/other" values and worldviews, thus having an important role in social responsibility that goes beyond the marketing sphere. Precisely in this context, the study contributes to endorse the literature concerning counterintuitive communication, reinforcing the increasing importance and favorable scenario for its practice, as well as highlighting its importance as an efficient marketing strategy. Originality/value: The study extends the understanding of counterintuitive communication with the scope of an investigation linked to the LGBTQIAP+ cause, especially from the perspective of the receiving public, the consumers. Furthermore, it advances in the sense of aggregating empirical evidence by means of both exploratory (with neuroscientific technique as eye tracking) and explanatory factors. [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.)

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.)

Bamboo breeding strategies are essential in realizing "Bamboo as a Substitute for Plastic (BASP)". This review article aims to explore the crucial role of breeding strategies in achieving the substitution of plastic products with bamboo as outlined under the BASP Initiative. Firstly, we address the issue of plastic pollution, along with the background of reducing the market share and demand for plastic products. It categorizes the types of bamboo products that can fully or partially replace plastic products in various categories, such as daily necessities, building materials, and industrial products. Then, we investigate which bamboo species can replace which plastic products and propose the need for bamboo improvement. Furthermore, it presents data from positioning observation research stations for bamboo forest ecosystems in China and outlines the essential traits necessary for bamboo substitution, including characteristics like long internode length, extended fiber length, thick culm wall, and optimal cellulose-to-lignin content ratio, among others. Finally, we discuss breeding methods and genetic improvement as key strategies to achieve bamboo substitution and suggest the potential of enhancing bamboo traits to serve as a viable replacement source for plastics. This comprehensive approach aims to enhance bamboo's growth features and physical properties to meet the criteria for substituting bamboo for plastics effectively. [ABSTRACT FROM AUTHOR]

Purpose: Drawing on the organizational learning and relational governance literature, this study aims to advance a theoretical model to explain the export performance of emerging market export ventures. Design/methodology/approach: This study selects quantitative methodology because the main objective of this study is to explore the role of export ventures' performance (past) on guanxi networking, co-creation marketing strategies and present performance. Findings: The empirical evidence suggests that guanxi networking and co-creation strategy can mediate the relationship between export venture performance in the preceding year and export venture performance in the following year. In addition, this study also provides some guidance for emerging market export ventures on how to build a strong guanxi networking and create opportunities for collaboration when the effect of export performance in the preceding year on current performance is absent. Originality/value: The authors propose the inclusion of strategic guanxi networking-related factors (e.g. top executives' ties with business-to-business customers, such as distributors in the host market) in the prior performance-current performance paradigm. The outcomes of this study also contribute to extant organizational learning theory research by integrating preceding performance research with the co-creation theory. The study offers new insights into organizational learning and relational governance from the emerging market perspective. [ABSTRACT FROM AUTHOR]

This research endeavor was conducted with the objective of discerning and prioritizing the determinants that influence the execution of green marketing strategies by Iraqi executives operating in the oil and gas sector. The research adopted a mix methodology, wherein factors were elicited through thematic analysis in the initial phase and subsequently assessed through AHP in the subsequent phase. At the first part, a comprehensive review of a related scholarly articles published between the years 2018 and 2024 was diligently carried out. The data gleaned from these articles was subsequently analyzed and categorized utilizing the advanced MAXQDA software 18. Consequently, a total of 5 overarching categories of factors that play a pivotal role in influencing the implementation of green marketing strategies were identified: economic and political factors, competitive factors, organizational factors, governmental factors, social awareness, and environmental factors. At the second part, through the utilization of the Analytical Hierarchy Process (AHP), a total of 10 engaged Iraqi oil industry executives took part in the prioritization endeavor. The outcomes reveal that economic and political elements wield a paramount influence on the implementation of eco-friendly marketing strategies. This investigation furnishes valuable perspectives for executives and decision-makers within the Iraqi petroleum sector, facilitating a deeper comprehension of the fundamental factors that impact the embrace of eco-friendly marketing strategies and the formulation of efficacious approaches for sustainable advancement. [ABSTRACT FROM AUTHOR]

Analyzing unstructured text, e.g., online reviews and social media, has already made a major impact, yet a vast array of publicly available, unstructured non-text data houses latent insight into consumers and markets. This article focuses on three specific types of such data: image, video, and audio. Many researchers see the potential in analyzing these data sources, going beyond text, but remain unsure about how to gain insights. We review prior research, give practical methodological advice, highlight relevant marketing questions, and suggest avenues for future exploration. Critically, we spotlight the machine learning capabilities of major platforms like AWS, GCP, and Azure, and how they are equipped to handle such data. By evaluating the performance of these platforms in tasks relevant to marketing managers, we aim to guide researchers in optimizing their methodological choices. Our study has significant managerial implications by identifying actionable procedures where abundant data beyond text could be utilized. [ABSTRACT FROM AUTHOR]

Purpose: Chewy, Inc. is a direct-to-consumer seller of pet food and supplies. Their approach involves a deep understanding of pet owners' needs and behaviors to provide personalized product recommendations and exceptional customer service. This case study aims to describe Chewy's growth strategies and how the company can remain a market leader. Design/methodology/approach: Using the customer value assessment tool, the authors examine Chewy's value proposition, including service, quality, image and price strategies. Findings: Chewy has built a loyal customer base that values the company's commitment to their pets' health and well-being. Future opportunities include focusing on pet wellness products and services, collaborating with veterinary providers in telemedicine and international expansion. Research limitations/implications: This work is largely conceptual and presents a descriptive case study which reviews Chewy's marketing strategy based on industry research as well as a customer value assessment via the service-quality-image-price framework. Practical implications: Corporate leaders must adapt to market change and create business strategies to deliver superior value for customers. This requires innovative products, services and processes. The strategic insights are applicable to retailers, service and technology firms and entrepreneurial companies seeking to scale their businesses. Originality/value: Chewy's highly competitive market includes Amazon, e-commerce pet supply companies and big-box pet stores. But it has dominated the online sector and has substantial growth prospects. This paper concludes with recommendations for management and questions for consideration. [ABSTRACT FROM AUTHOR]

This article examines the adaptation of marketing to the evolution of the information society and the impact of advanced digital technologies on marketing strategies. In an era dominated by the rapid flow of information, organizations need to adjust their tactics to respond to the needs and behaviors of modern consumers. The author explores the role of data usage and big data analysis, digital marketing and online influencers, as well as personalization and customer experience as key elements in contemporary marketing. Integrating these aspects into marketing strategies can support building stronger customer relationships, achieving greater relevance in the market, and meeting business objectives in a competitive and dynamic environment. The paper provides a comprehensive perspective on current trends and future directions in modern marketing, highlighting the need for continuous adaptation to technological and social changes in the context of an evolving information economy. [ABSTRACT FROM AUTHOR]

In the digital age, the intersection between marketing and sports management becomes increasingly relevant to the success of sports organizations. This article addresses the evolution and complex dynamics between these two areas, emphasizing the need for innovative and adaptable strategies. Through a comparative analysis of traditional versus digital methodologies, the study highlights how technology, data analysis, and the digital engagement of fans represent critical levers in building strong sports brands and generating sustainable revenue. Exploring various digital marketing tactics — including social media, content marketing, and augmented reality — the article showcases how they can be leveraged to maximize fan engagement and loyalty. Additionally, the critical role of effective management is discussed, highlighting how advanced data analysis and technological innovations can improve sports performance and organizational operations. Through selected case studies, the paper illustrates practical applications of the discussed theories, thus providing an applied perspective and knowledge base for practitioners in the field. In conclusion, the article proposes a series of strategic recommendations, underscoring the importance of continual adaptation to the changing digital landscape to ensure success and sustainability in the sports world. This work aspires to serve as a valuable resource for both researchers and professionals in the fields of marketing and sports management. [ABSTRACT FROM AUTHOR]

This article investigates theoretical and methodological approaches to developing a marketing strategy for public procurement management in the context of European integration processes and reform of the public procurement system in Ukraine. The necessity of implementing a marketing strategy as an effective tool to increase the efficiency and transparency of public procurement activities is substantiated under modern economic conditions. The conceptual foundations for the formation of a marketing strategy for public procurement management are defined. Its main goal is to build successful and long-term partnerships between public customers and supplier companies based on the rational use of budget funds and the development of effective competition. Priority functions of the marketing strategy are outlined: comprehensive marketing analysis of public customers' needs; market research to find the most competitive suppliers; ensuring effective communication between all participants; and the implementation of effective marketing measures to increase transparency and the openness of procurement procedures. A universal step-by-step algorithm for the formation of a public procurement marketing strategy is developed, including the following: analysis of the current state and identification of deficiencies in the existing system; clear definition of targets, objectives and priority areas for reform; selection of optimal marketing tools; directly implement the strategy and continuously monitor the results. A comprehensive classification of the types of marketing strategies in public procurement by their target orientation is presented. To increase the validity and minimize risks in decision-making regarding supplier selection, an original mathematical model for the formation of competitive prices based on nonlinear programming methods is proposed. This model allows considering the interests of all participants in the procurement process: determining the optimal vector of prices for goods/services based on the utility functions and preferences of customers, their budget constraints, and the technological capabilities of potential suppliers. The versatility of the model lies in the possibility of its application for any number of participants and product groups. The implementation of an effective marketing strategy for public procurement management will contribute to the formation of a highly efficient, transparent and competitive public procurement system focused on the rational use of budget funds, the development of fair competition among suppliers, and the minimization of corruption risks in this area.

The aim of this study was to examine the effectiveness and efficacy of marketing strategies tour operators use for promotion of township tourism small enterprises in KZN province. This research utilized a quantitative approach to measure and analyse numerical results in the context of small tourism enterprises in KwaZulu Natal, South Africa Statistical tests such as correlation coefficient and regression analysis were conducted to establish the relationship between marketing strategies and tour operators' sales performance, as well as to examine the effectiveness of promotional strategies employed by tour operators for marketing and promoting township small tourism enterprises. The findings suggested that having a broad product line may not necessarily lead to improved sales performance. Efficient customer service had a significant positive effect on sales performance. Regression results were also presented for the influence on business growth in net profit performance. Focusing on customer needs and integrating activities for customer satisfaction had a non-significant or negative impact on sales performance. These findings provide insights into the importance of specific strategies for small tourism enterprises in achieving business growth in sales volume and net profit performance. Further research is recommended to explore the complex relationship between marketing strategies, customer satisfaction, and overall business performance in the context of small tourism enterprises.

The aim of this study is to examine the marketing strategies of ornamental plants in Konya province, to determine the target markets that the sector can best serve, and to evaluate all the components that can contribute to the development of the sector on a provincial basis. In this context, the sales and marketing strategies of the companies producing and selling in Konya province were identified, suggestions for improvement were presented and the potential of ornamental plants in the region was determined. It is believed that the study will make an important contribution to the literature in this area. The main body of the research consists of ornamental plant companies selling in Konya province. In order to answer the questions of the study, a face-to-face survey was conducted with 32 operators representing the main mass. Porter’s Diamond model was used to evaluate the competitiveness. As a result of the analysis of the data, it was observed that the competitiveness of the companies is low and they are not looking for alternative markets. The lack of legislation defining the sector, the problem of organisation, the fact that they consider their income to be sufficient and the lack of information at the point of sale are the main obstacles to competitiveness. In fact, the main priority for a company is to gain a competitive position in order to increase profit margins. For this reason, companies need to evaluate the opportunities that may present themselves, develop strategies to add value to customers in the long term, and determine strategies to be close to the market in order to create new markets.

This research aims to analyze literature regarding marketing strategies used by MSMEs in 2019-2023, as well as analyze the impact of the use of social media by MSMEs in marketing strategies. This research uses a systematic literature review method. The number of articles found was 54, which matched the criteria and keywords of this research theme. The research results show that Sinta indexes more published articles, publication trends increase yearly, and most research types use a qualitative approach. An effective marketing strategy helps increase sales for MSMEs because it can save production costs, and social media platforms become a resource that can reach consumers widely. MSME marketing strategies via social media in 2019-2023 mostly use Instagram, Facebook, and TikTok. This research can be used as a reference for future research. This research can also be used as a reference for MSME owners in implementing marketing strategies, especially social media, to improve performance through product innovation and creativity in marketing.

Abstract The aim of the current research is to present a model of customer participation with brands in social networks with an emphasis on cultural differences. The research method is applicable in terms of purpose, mixed (qualitative-quantitative) in terms of execution method, exploratory in terms of nature, and descriptive and survey type in terms of information gathering and analysis method. The statistical population in the qualitative part includes 10 experts from the scientific community and academic specialists and experts of the top 500 companies in Iran based on the ranking of the Industrial Management Organization, who were selected purposefully; and in the quantitative part, it includes the managers of the top 500 companies in Iran based on the ranking of the industrial management organization, and the statistical sample will be selected from among the companies that have active accounts in social networks and considered as the statistical population; and based on Cochran's formula, 217 people were selected as a sample by random sampling method. Data analysis in the qualitative section is based on the content analysis method; and in the quantitative section, SPSS and PLS software are used. The results of the qualitative part show that this research includes 14 dimensions and 30 components, and the results of the quantitative part show that the dimensions and components of customer engagement with brands have an impact on social networks with an emphasis on cultural differences. Also, the results show a strong and very good fit of the model. Extended Abstract Introduction Organizations, with the intense competition in the markets and the understanding of the importance of keeping customers for organizations and at the same time as the customer orientation movement peaked, were gradually pushed to create and maintain long-term relationships with customers. Also, the emergence of new technologies such as information technology has had tremendous effects on various dimensions of the organization and has caused the emergence of an issue such as customer participation (Hosseini, 2020). Customer participation is a tool that can be used with the aim of helping organizations to establish interaction and retain customers. Using electronic customer participation and benefiting from its results can help to improve the quality level of the provided services more effectively, and subsequently, increase customer loyalty, trust and satisfaction (Mohammadi & Sohrabi, 2017). The brand includes instructions that lead to the desired perceiving of brand by the customer's mind and belief. It is important to note that the definition of the brand position and the mental image of the brand are completely different. The brand is an important thing in the development and promotion of the brand in the target market, because it will increase interest in the brand, more willingness to buy in the target market, and also increase brand loyalty (Koch & Gyrd-Jones, 2019). Brand is considered a promise and commitment from the organization to stakeholders, and a symbol that is presented to identify and differentiate products from competitors' products (Mirzaei et al, 2019). Culture, as a basis for determining values, is one of the most important factors affecting management. The nature of decision-making is also rooted in culture. Ignoring this role will result in lack of internal coherence and external compliance. In large organizations around the world, it is different who makes the decision, when the decision is made, and to what extent the decision is made in a rational way; therefore, when discussing individual methods in decision-making, the issue of culture should not be neglected (Shi'ezadeh et al, 2017). Based on this, the current research is looking for an answer to this question: What is the pattern of customer participation with brands in social networks, considering cultural differences? Theoretical Framework Customer involvement Customer participation is a key link to several measures of company success, including increasing revenue and customer loyalty and profitability. Significant links has been found between customer participation and business success (Taghiabadi et al, 2023). Brand Brand is a factor to create differentiation. It is not easy to make this distinction. In the past, quality was considered an advantage and distinction, but today, quality is a matter of course. Many similar products with different brands do the same thing for the consumer; therefore, the consumer looks for signs among a multitude of brands to encourage him to choose. This distinguishing sign is not functional features; rather, it is emotional and symbolic features, and brand personality can create such a distinction (Rasouli & Bayat, 2020). Social Networks Social networks are Internet-based communication and collaborative channels that have been widely used since 2005 for different purposes (Kaplan & Haenlein, 2010). Cultural differences Culture can cause the formation and emergence of appropriate or inappropriate performance (Kasemsap, 2013). It determines how to perceive, think and react appropriately to internal and external environments (Shao, 2019). Culture in the last decade has been widely used in various research fields and has been recognized as one of the important factors guiding strategy formulation and implementation (Kavala et al, 2020). Lopez et al, (2021) investigated the role of online brand community on customer relationship with the brand. The results showed that participation through the online brand community directly has a positive and significant effect on community participation and the desire to create cooperation with the brand name and positive word of mouth, and also has a positive indirect effect on brand loyalty. These results show that interaction through establishing online communities based on customer participation has a positive effect on product sales through online platforms. Khademi et al, (2021) in their study investigated the cooperation in branding through the cooperative motivation of customers in digital media. The results of the research showed that customer participation motivation in social networking sites has a positive and significant effect on customer participation in brand communities, customer participation on brand trust and brand loyalty. Meanwhile, brand trust has a positive and significant effect on brand loyalty, and brand trust and loyalty also have a positive and significant effect on brand co-creation. Finally, brand trust moderates the relationship between customer involvement and brand loyalty. Research methodology The research method is applicable in terms of purpose, mixed (qualitative-quantitative) in terms of execution method, exploratory in terms of nature, and descriptive and survey type in terms of information gathering and analysis method. The statistical population in the qualitative part includes 10 experts from the scientific community and academic specialists and experts of the top 500 companies in Iran based on the ranking of the Industrial Management Organization, who were selected purposefully; and in the quantitative part, it includes the managers of the top 500 companies in Iran based on the ranking of the industrial management organization, and the statistical sample will be selected from among the companies that have active accounts in social networks and considered as the statistical population; and based on Cochran's formula, 217 people were selected as a sample by random sampling method Research findings Data analysis in the qualitative section is based on the content analysis method, and in the quantitative section, SPSS and PLS software are used. The results of the qualitative part show that this research includes 14 dimensions and 30 components, and the results of the quantitative part show that the dimensions and components of customer engagement with brands have an impact on social networks with an emphasis on cultural differences. Also, the results show a strong and very good fit of the model. Conclusion The current research has been done with the aim of providing a model of customer participation with brands in social networks with an emphasis on cultural differences. The results of this research are in agreement with the results of Savadkoohi Qudjanki & Zarbakhsh Bahri (2022), Yazdani Kachuei et al, (2022), Lopez et al, (2021), Khademi et al, (2021), Nasrollahi et al, (2020), Mashhadizadeh & Saedi (2020), and Li et al, (2020). Lopez et al, (2021) showed that participation through online brand community directly has a positive and significant effect on community participation and the desire to create cooperation with the brand and positive word of mouth, as well as a positive indirect effect on brand loyalty. These results show that interaction through establishing online communities based on customer participation has a positive effect on product sales through online platforms. According to the results of the research, the following suggestions are presented: It is suggested that in order to have a successful branding, you must constantly create positive experiences for your customers because branding is the result of fulfilling your promises; the result of gaining customers' trust that your brand will do its best to fulfill what they want or expect from you. This trust leads to your brand being chosen again by them. It is suggested to choose a diversified product development strategy because it is a combination of existing products and existing brands, in which case some product characteristics such as color, taste, shape, size and packaging will change. Even the components of the product may change slightly.

Abstract The purpose of this research is to present the fintech market development model with an emphasis on existing challenges and strategies. The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The method of data collection and analysis is interview and thematic analysis in the qualitative part, and questionnaire and content validity technique (CVR) and semi-structured interview data collection tool in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty of working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and also training to the customer. Extended Abstract Introduction Every day, people see a lot of advertisements everywhere; from bus stop, street banner, shopping mall to magazine, TV, computer, mobile etc. However, more often than not, these ads feel like annoying information that the general public is forced to see. For this reason, professional marketers need to redefine their marketing idea. They should understand that marketing is not only about sales and advertising, but also fulfills customer needs in order to overcome constraints (Sheth & Parvatiyar, 2021). On the other hand; with the digital trend, the financial sector has started to apply and implement technology in its workflow. More and more start-ups have formed to provide digital financial services. Some of the companies that provide online payment gateway are pioneers in this field which is widely used all over the world. In addition, more and more investors are spending on new technologies; they are competing with each other in an effort to improve security and user convenience. Financial technology companies are trying to attract users with new mobile phone features, capabilities and technologies. Recently, the blockchain concept has also opened new solutions for security issues; therefore, fintech tools have become the most popular digital services and have the largest share of fintech stocks worldwide (Fernandez-Vazquez et al, 2019). In the meantime, financial technology (Fintech) as a technological innovation has been considered especially important for the development path of countries. This is due to its potential to promote financial inclusion so that more people can access financial services (Demirguc-Kunt et al, 2018). Based on this, the current research is looking for an answer to this question: What is the fintech market development model with an emphasis on existing challenges and strategies? Theoretical Framework marketing strategy When companies enter a new market, they will most likely face thousands of challenges and risks related to establishing their operations and acceptance of their offers by new customers, and the company will compete for market share with other companies that already have supply chains, distribution channels and already established customer bases (Luo, 2022). Foreignness, geographic distance, and characteristics of the home market all contribute to these challenges in new markets. This issue applies more in emerging markets such as fintech (Khan & Khan, 2021). In this regard, Gaur et al, (2011) argue that emerging market challenges lead to higher external liability. These challenges include large heterogeneous populations with low incomes, inadequate infrastructure, lack of resources, corruption, and in general, with structural flaws (Barnard & Luiz, 2018). From the point of view of marketing strategy, companies adapt their marketing strategies to achieve a competitive advantage when entering a new market. Once a company has decided to expand into a new market and adopt its marketing strategy, the question of what changes will be necessary for this particular context will arise. In this regard, Sharmelly & Klarin (2021) described implicit concepts for segmentation, product variety, pricing, distribution, and communication methods of the company. They argue that segmentation costs are high, and that mass media marketing is not well adapted to emerging markets. Also, the offered products need to be functional and also made to not become obsolete quickly. Shadbakhsh (2023) investigated the impact of using sustainable marketing strategies on the performance of digital businesses with the mediation of information technology in the country's real estate industry. The results showed that marketing trends and sustainable marketing experiences have a positive effect on the performance of the studied companies. Also, marketing trends, sustainable marketing experiences, and sustainable marketing strategies have a positive effect on the performance of selected companies. Barrio Oton (2021) in a research investigated the social media marketing in the fintech ecosystem in Monfer Startup Company. For this purpose, a detailed study of the fintech private equity industry was conducted through Porter's 5 forces model, along with an explanation of the Monfer startup case through the blue ocean strategy canvas. Then, secondary data including statistical insights were collected directly from the company. This study was further designed by analyzing the internal and external situation and concluded with a strategic planning model and setting goals through the framework of smart goals. Research methodology The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The data collection tool is a semi-structured interview. Research findings For data analysis, thematic analysis was used in the qualitative part, and content validity technique (CVR) was used in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and training to the customer. Conclusion The current research has been carried out with the aim of presenting the fintech market development model with an emphasis on existing challenges and strategies. The results of the present research is aligned with the results of Shadbakhsh (2023), Barrio Oton (2021), Pazhoheshfar & Biabani (2021), Hammerschlag et al, (2020), Nurjanah et al, (2020), and Noami et al, (2019). The results of Shadbakhsh (2023) showed that marketing trends and sustainable marketing experiences have a positive effect on the performance of the studied companies. Also, marketing trends, sustainable marketing experiences and sustainable marketing strategies have a positive effect on the performance of selected companies. According to the results of the research, the following suggestions were presented: Effective market development strategies often require local community involvement in marketing, product distribution and product awareness. In general, using local people to distribute products is important to the success of a marketing strategy. Local people understand the nuances of the market and can help distribute products in the most efficient and cost-effective way. Finding local people often has to be done through field research, but can also be achieved through networking. The reason for this is that the community plays a major role in Iranian culture and people are more likely to use a product if it is approved by a member of the community. In creating consumer awareness, community participation can be in the form of in-person or online campaigns (for example through social media). When talking about the development of the fintech market, it means that it should be possible to identify that part of the target market and, according to the knowledge that is found, convert the audience of social networks into customers of your market. Fintech companies can advertise their products or services with an optimized website or a standard page according to the Instagram algorithm. The cost of such advertisements is much lower and the efficiency of advertisements is high. Therefore, producing valuable content helps clarify the topic in the audience's mind. For example, producing content that is according to the taste and interest of the young generation can have a great impact on the success of the company. If you can start producing content according to the type of audience that exists, you will get a lot of success and fame in business.

Introduction: Fingered citron slices possess significant nutritional value and economic advantages as herbal products that are experiencing increasing demand. The grading of fingered citron slices plays a crucial role in the marketing strategy to maximize profits. However, due to the limited adoption of standardization practices and the decentralized structure of producers and distributors, the grading process of fingered citron slices requires substantial manpower and lead to a reduction in profitability. In order to provide authoritative, rapid and accurate grading standards for the market of fingered citron slices, this paper proposes a grading detection model for fingered citron slices based on improved YOLOv8n. Methods: Firstly, we obtained the raw materials of fingered citron slices from a dealer of Sichuan fingered citron origin in Shimian County, Ya'an City, Sichuan Province, China. Subsequently, high-resolution fingered citron slices images were taken using an experimental bench, and the dataset for grading detection of fingered citron slices was formed after manual screening and labelling. Based on this dataset, we chose YOLOv8n as the base model, and then replaced the YOLOv8n backbone structure with the Fasternet main module to improve the computational efficiency in the feature extraction process. Then we redesigned the PAN-FPN structure used in the original model with BiFPN structure to make full use of the high-resolution features to extend the sensory field of the model while balancing the computation amount and model volume, and finally we get the improved target detection algorithm YOLOv8-FCS. Results: The findings from the experiments indicated that this approach surpassed the conventional RT-DETR, Faster R-CNN, SSD300 and YOLOv8n models in most evaluation indicators. The experimental results show that the grading accuracy of the YOLOv8-FCS model reaches 98.1%, and the model size is only 6.4 M, and the FPS is 130.3. Discussion: The results suggest that our model offers both rapid and precise grading for fingered citron slices, holding significant practical value for promoting the advancement of automated grading systems tailored to fingered citron slices. [ABSTRACT FROM AUTHOR]

For several stakeholders, including market players, customers, grid operators, policy-makers, investors, and energy efficiency initiatives, having a precise estimate of power pricing is crucial. It is easier for traders to plan, purchase, and sell power transactions with access to accurate electricity price forecasting (EPF). Although energy production and consumption topics are widely discussed in the literature, EPF and renewable energy trading studies receive less attention, especially for intraday market modeling and forecasting. Considering the rapid development of renewable energy sources, the article highlights the significance of integrating the deep learning model, long short-term memory (LSTM), with the proper trading strategy for short-term hourly renewable energy trading by utilizing two different spot markets. Day-ahead and intraday markets are taken into account for the West Denmark grid region (DK1). The time series analysis indicates that LSTM yields superior results compared to other benchmark machine learning algorithms. Using the predictions obtained by LSTM and the recommended trading strategy, promising profit values are achieved for the DK1 wind and solar energy use case, which ensures future motivation to develop a general and flexible model for global data. [ABSTRACT FROM AUTHOR]

Despite their large numbers, the vertical growth of micro, small, and medium enterprises (MSMEs) is not readily apparent, even though they have a substantial impact on Ethiopia's economy. Earlier studies have underscored enterprise-related factors as hindrances to the expansion of MSMEs. However, entrepreneurs are blamed for their limited practice of innovative marketing that the researchers wanted to verify whether marketing innovation can positively influence the growth of MSMEs in Ethiopia. Therefore, the major objective of the study was to examine the effect of competency and marketing innovation on the growth of MSMEs in the Ethiopian business environment taking marketing innovation as a mediating variable. To collect data, researchers used a stratified random sampling technique and obtained data from 288 owner–managers of micro, small, and medium enterprises. The results of the study revealed that competency has a significant direct effect on enterprise growth. However, the study also found that the effect of competency on innovation and the effect of innovation on enterprise growth were not statistically significant. These findings suggest that competency directly influences the growth of enterprises, while the impact of innovation on growth is not evident in the context of Ethiopian enterprises. The negligible impact of competency on marketing innovation, coupled with the minimal effect of marketing innovation itself, suggests that entrepreneurs may not be prioritizing the adoption of innovative marketing strategies, assuming they can sell their existing products. However, such an approach is typically short-sighted and could leave the business exposed to future vulnerabilities. This study adds to the body of knowledge by indicating that marketing innovation does not mediate between competency and the growth of MSMEs. Instead, it is the competency of entrepreneurs that has a direct and exclusive impact on growth. [ABSTRACT FROM AUTHOR]

Neuromarketing is an emerging research field that aims to understand consumers' decision-making processes when choosing which product to buy. This information is highly sought after by businesses looking to improve their marketing strategies by understanding what leaves a positive or negative impression on consumers. It has the potential to revolutionize the marketing industry by enabling companies to offer engaging experiences, create more effective advertisements, avoid the wrong marketing strategies, and ultimately save millions of dollars for businesses. Therefore, good documentation is necessary to capture the current research situation in this vital sector. In this article, we present a systematic review of EEG-based Neuromarketing. We aim to shed light on the research trends, technical scopes, and potential opportunities in this field. We reviewed recent publications from valid databases and divided the popular research topics in Neuromarketing into five clusters to present the current research trend in this field. We also discuss the brain regions that are activated when making purchase decisions and their relevance to Neuromarketing applications. The article provides appropriate illustrations of marketing stimuli that can elicit authentic impressions from consumers' minds, the techniques used to process and analyze recorded brain data, and the current strategies employed to interpret the data. Finally, we offer recommendations to upcoming researchers to help them investigate the possibilities in this area more efficiently in the future. [ABSTRACT FROM AUTHOR]

This study explores the relationship between territorial marketing and branding and a country's regional competitiveness and aims to assess the impact of marketing strategies and policies of cities and territories on that regional competitiveness. Two hypotheses are examined. The first hypothesis suggests that improving a city's visibility on the Internet attracts tourists and foreign investors. The second hypothesis highlights the importance of high-quality information content on city websites to enhance competitiveness. The study conducts a comprehensive analysis of European countries to evaluate the impact of territorial marketing on competitiveness. This includes correlation analysis of competitiveness indices, analysis of Google Trends search queries to identify city name search trends, and content analysis of city websites to assess marketing quality. The findings reveal that cities with rich historical and cultural attractions are gaining popularity online, consequently increasing their competitiveness in both the tourism and investment sectors. [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]

Consumer segmentation is very relevant in the design of wine marketing strategies. Previous studies showed that there is a relationship between the consumption situation and the willingness to pay for a bottle of wine. In this sense, the consumption situation is considered a segmentation variable. However, price sensitivity in relation to the consumption occasion was not measured. In this paper, we propose four measures of price sensitivity to the consumption occasion. We illustrate how to compute them and discuss their advantages and limitations. One of the measures only discriminates consumers that are sensitive to the consumption occasion from those who are not. In turn, the other measures are more informative and make it possible to distinguish between different degrees of sensitivity. The proposed measures can be used to classify consumers and further improve the knowledge of wine marketeers and decision makers in the wine industry about them. [ABSTRACT FROM AUTHOR]

The article explores the role of eco-marketing in shaping competitive strategies within the energy sector, highlighting its impact on pricing, sales, and operational costs. Topics discussed include the integration of eco-marketing into business strategies, its effects on competitive advantage, and its influence on sustainable practices in energy companies.

The existing body of literature indicates a growing interest in research pertaining to the influence of artificial intelligence (AI) on marketing strategies, processes, and practices. However, further studies are required to fully unravel its complete potential and the implications it holds for practical application. The aim of this special issue on "The Next 'Deep' Thing in X to Z Marketing: An Artificial Intelligence-Driven Approach" is to explore the next frontiers and delve into the various facets of AI-driven marketing, shedding light on cutting-edge research and practical insights that can shape the future of the field. It also focuses on novel ways of using AI techniques to derive innovative insights that can streamline marketing processes and make businesses more effective. The papers herein contribute not only to the advancement of knowledge and understanding surrounding the utilisation of AI in marketing but also play a crucial role in establishing a renewed and revitalised research agenda. [ABSTRACT FROM AUTHOR]

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Retail is one of the sectors that Metaverse will strongly implicate. Given the hypothetical convergence of physical and the Metaverse shopping experiences, retailers in grocery segment must identify and forecast opportunities and emerging challenges to achieve a competitive advantage with appropriate marketing strategies. By anchoring in the brick-and-mortar context, the present paper discusses the sources of competitive advantage for grocery segment retailers in the Metaverse, highlighting differences and similarities with the traditional retail context. Moreover, following a marketing perspective, a research agenda is presented, looking at the retail sources of competitive advantage in the Metaverse. [ABSTRACT FROM AUTHOR]

This study investigates the impact of Sephora's femvertising brand campaign on consumer perceptions in the beauty industry, with a specific focus on brand image, the effectiveness of femvertising advertisements, and potential influences on future cosmetic brand choices. Semistructured in-depth interviews were conducted with 18 participants in Türkiye, and thematic analysis revealed significant insights. The findings highlight Sephora's significant influence on participants' understanding and engagement with the brand. Participants recognized Sephora as a well-known brand, attributing it to effective marketing efforts, collaborations with influencers, and a strong social media presence. The study also revealed diverse perceptions and preferences regarding beauty standards and product usage. Participants acknowledged Sephora's unique qualities, such as premium products and a pleasant in-store experience, while price was mentioned as a limiting factor. Notably, the specific Sephora ad, "the unlimited power of beauty," resonated strongly with participants, emphasizing self-acceptance, inclusivity, and brand activism. Overall, the study underscores the importance of brand awareness, strategic marketing, inclusivity, and empowering messages in shaping consumer perceptions, fostering brand activism, and influencing future brand choices within the competitive beauty industry. These findings contribute to a better understanding of the role of femvertising in consumer behavior and provide valuable insights for marketers and practitioners in the beauty industry. [ABSTRACT FROM AUTHOR]