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Functional foods and drinks benefit human health beyond adequate nutritional effects. The rising popularity of functional beverages (FBs) is associated, among others, with their convenience and capacity to meet consumer needs. This research study aimed to explore the predictors of consumers' intentions toward functional beverages FBs and develop guidelines for how producers and retailers could develop adequate strategies regarding the products. The online questionnaire survey examined consumers' willingness to purchase (WTP) FBs in three categories: (i) yogurts, kefirs; (ii) isotonic, hypertonic, and hypotonic drinks; (iii) smoothie drinks, and fruit/vegetable cocktails. The questionnaire considered consumers' values, attitudes, and intentions toward FBs. A four-stage hierarchical multiple regression was undertaken. Predictors of WTP products from the selected groups differed. Women were more willing to buy fruit and vegetable-based FBs than men. Reward from using functional foods was the strongest predictor of consumers' WTP dairy FBs and sports drinks. We suggest conducting an experimental study in the future, which should allow us to best determine cause-and-effect relationships between values and attitudes and WTP FBs. Food habits are essential determinants of consumer intentions toward FBs; hence, we suggest promoting healthy nutrition habits within public–private partnerships. Retailers that offer health foods and employ societal retailing may disclose this information in sustainability reporting. The originality of this study resides in designing a model for assessing consumers' attitudes and intentions toward FBs belonging to three selected categories. Previous studies were usually focused on the functional food market in Asian countries. We examined consumers' WTP FBs in a European country. [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.)

Creative confidence is a necessary and valuable skill to prepare students for marketing careers. Marketers need to be trained to offer creative solutions to enhance marketing offerings. To help address this need, the aim of this paper is to provide logistical instructions for a class module that enhances students’ creative confidence through design thinking, which can be implemented effectively in one class. Findings from 45 student pre- and post-module surveys on the efficacy of this teaching module indicate that the module increases students’ creative confidence. A detailed implementation plan is provided for educators to use in undergraduate Principles of Marketing, Consumer Behavior, New Product Development, Marketing Strategy, or other marketing courses where neither students nor instructors need prior design thinking knowledge. This module can be adapted to synchronous and asynchronous modalities. [ABSTRACT FROM AUTHOR]

Purchasing decisions because many factors can influence how buyers act towards products or services. When buyers want to buy something, they have to go through several stages. The initial stage is problem recognition, where they know what they need. Once they know what they need, they will be encouraged to seek additional information to meet their needs. Each person has unique characteristics. There are different cultures, ages, educations, jobs, activities, and hobbies. Producers must be able to steal the attention of various consumers so that the goods they sell are purchased. Marketers must understand consumer behavior, actions and ways of thinking so they can create effective marketing strategies. Consumers will respond to marketers' actions if they have the right strategy. The ability to compete increases when marketers take over the study of consumer behavior. There are several components that influence repurchase intentions, namely 1. Consumer satisfaction: if customers are satisfied with the services provided, the company will become better in the eyes of customers, reduce purchasing costs, reduce failure costs, increase profits, and reduce trial and error purchases. so customers will prefer to buy again. 2. Brand preferences: brands are constituents of differentiation attributes that influence customers' perceptions of what they buy. [ABSTRACT FROM AUTHOR]

The use of celebrities in bank advertisements is a marketing method that has been frequently employed in recent years. This marketing strategy is costly but effective in influencing consumers and creating a lasting impression. Therefore, the use of celebrities has become a common practice. In the banking sector, where intangible products are marketed, trust is crucial. The importance of using celebrities in bank advertisements lies in providing customers with a sense of trust. This study investigates the use of celebrities in bank advertisements by showing two different advertisement posters featuring celebrities to participants and measuring their reactions. Questionnaire, eye-tracking, and face-coding techniques were used in combination with comparative analyses to understand consumers' responses to these posters, as well as their physiological reactions. The data obtained from the study revealed that participants responded positively to the use of celebrities in advertisements, found them more memorable, but did not purchase bank products and services solely because of the use of celebrities. Furthermore, the study revealed that participants primarily focus on the written content of bank posters, paying little attention to the faces of famous individuals or the bank logo. [ABSTRACT FROM AUTHOR]

This research investigates how individuals' regulatory orientations influence their utilization of store promotions through two meticulously designed studies in distinct contexts. The first study examines innate cognitive inclinations, while the second manipulates cognitive orientations within specific contexts. The findings reveal a significant relationship between regulatory orientations and store promotion usage, which is moderated by impulsivity and engagement levels. Importantly, this study addresses a critical gap in the existing literature by examining the same concept from two distinct cognitive perspectives, enhancing our understanding of the intricate interplay between regulatory orientations and store promotion utilization. The implications are twofold. Firstly, for retailers, this research offers practical significance by suggesting in-store promotions specially tailored for promotion-oriented individuals and more deliberative out-of-store promotions to capture the attention of prevention-oriented individuals, ultimately enhancing marketing effectiveness. Secondly, from a theoretical standpoint, this study contributes to a deeper understanding of the complex relationship between regulatory orientations, cognitive processes, and consumer behavior, thus enriching the theoretical foundation of the field. This research is particularly relevant to scholars and practitioners in marketing, psychology, and retail management, providing valuable insights into consumer behavior and the formulation of marketing strategies. [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.)

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]

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]

The presence of the industrial era 4.0 gave birth to various technological developments that have an influence on the delivery and processing of data in all aspects of human life. Technology brings the presence of developments in the field of marketing. This development comes with digital marketing that shifts conventional marketing. Business owners try to do various ways to develop their business and increase profits, one of which is the use of digital content as a strategy in digital marketing. The purpose of this study is to analyze the use of digital content as a means to reach market segments that are not conventionally reached. The research method used is qualitative with description processing. The data collection technique is a literature study using various relevant sources. The data obtained was analyzed with three stages, namely data reduction, data presentation, and conclusion making. The results show that the use of digital content as a digital marketing strategy is effective in reaching market segments that are not reached conventionally through social media platforms, websites, and mobile applications. Analysis of content performance and user interactions enables optimization of digital marketing strategies, increasing brand awareness, expanding reach, and enhancing engagement with diverse market segments, emphasizing the importance of continuous development and utilization of analytics technology to understand consumer preferences and behaviors to strengthen competitive positions in dynamic markets. [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 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]

Copyright of Economía, Sociedad y Territorio is the property of El Colegio Mexiquense 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 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]

This study investigated the impact of responsible marketing on customers' orientations towards Islamic banks in Algeria. A sample of 162 participants was surveyed using an electronic questionnaire that included constructs of responsible marketing and the decision-making process. The results indicated that customers of Islamic banks in Algeria showed a stronger commitment to responsible marketing principles compared to those of traditional banks. Additionally, the study found a statistically significant effect of responsible individuals on customer orientation towards Islamic banks, which explained 32.1% of the variance. However, other variables related to responsible marketing mix elements did not show a statistically significant effect on customers' orientations towards Islamic banks in Algeria. [ABSTRACT FROM AUTHOR]

The issue of learning consumer behavior by children is important for marketers to understand their behavior better and, on this basis, to develop a more effective marketing strategy. The article examines three aspects of children's learning of consumer behavior. The first is related to the process of consumer socialization. Second, the main socializing agents are presented. The pattern of children's shopping has been developed and influenced by the so-called "socializing agents". In the literature, socializing agents are defined as influential sources that transmit norms, attitudes, motivations and behavior to learners. People often interact with socializing agents and consciously or unconsciously adopt social norms, values, and behaviors that are imparted to them. A complete and thorough classification of socializing agents can unite them into three groups - cognitive, social and market factors. The first group includes the cognitive and physical development of children depending on their age. Family, friends, school, church are defined as social factors. The third group - market factors can include the media, stores, brands and products. Along with consumer socialization, we can now talk about consumer technologization. It consists in the fact that not only the so-called socializing agents, including cognitive, social and market factors, play a role in the learning of consumer behavior by children. Another factor should be added to them - new technologies. In this sense, we can talk about technologizing agents, including the Internet and new generation technologies. This stems from the fact that today's young generations like Alpha and Z are exposed to the influence of the Internet and new technologies from an early age. Based on this, it can be summarized that the learning of consumer behavior by children is influenced by two groups of agents: Socializing, incl. cognitive, social and market factors; Technological, incl. Internet and next-generation technologies. Examining the third aspect is through the prism of the opinion that to the socializing agents should be added technologizing agents, which include the Internet and new generation technologies as factors with a strong impact in learning consumer behavior by children. Consumer technologization can be defined as the process of learning consumer behavior through technology. In children's lives, the most significant technologizing agents are the Internet and the new technologies. The Internet is not the only modern technology influencing children's behavior. New technologies such as artificial intelligence, robotics, sensor technologies, mixed reality, and others are increasingly finding application in everyday life [ABSTRACT FROM AUTHOR]

Understanding how the different components of mobile marketing influence consumer decisions can guide companies in developing more effective marketing strategies that lead to improved business outcomes. The complexity of consumer behavior and mobile marketing requires a rigorous and creative approach that combines theory with practice, analysis with synthesis, and data with interpretation. By gaining a deeper understanding of consumer behavior and the impact of mobile marketing, we can help shape a future in which technology and marketing are used in ways that benefit all stakeholders. We live in a technology-dominated era where mobile devices have become part of our everyday lives. In this digital cumulus, consumer behavior has undergone radical transformations, and understanding these changes is essential for any company that wants to remain competitive. Mobile marketing, in particular, has become an indispensable communication channel capable of reaching consumers in various, personalized and direct ways. Therefore, the study of the impact of these strategies on consumer behavior is not only relevant, but also necessary to successfully delve into the different situations and factors of the contemporary market. This research aims to develop and contribute to existing insights in the field by applying advanced analytical methods, such as SEM-PLS, to model and understand the complex relationships between mobile marketing and consumer behavior. [ABSTRACT FROM AUTHOR]

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

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

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

Developing a Theory of Mind (ToM) in children aged 3-5 is a crucial milestone in their cognitive development. Referring to the ability to understand that other people have beliefs, desires, and intentions that may differ from one's own, this ability is critical for social interactions and communication, as it enables individuals to predict and interpret the behavior of others based on their mental states. For this reason, this paper aims to provide a comprehensive overview of the historical literature on the theory of mind, particularly in its correlation to brand symbolism in children aged 3-5 years and food-related development. Exploring the past literature, models, and examples of ToM, this paper offers important implications for marketers and parents alike, with help in designing more effective advertising campaigns that leverage brand symbolism to create positive associations with their products and brands to children, as well as recognizing the potential influence of brand symbolism on their children's attitudes and behavior towards certain products. Children with a more developed ToM tend to have a better understanding of brand symbolism and are more likely to make connections between a brand and its symbolic representation. In the context of food-related development, and with children's food preferences and choices shaped by various factors, researchers and practitioners can be shown a pathway to develop more effective strategies for promoting healthy food choices and addressing the obesity epidemic. In conclusion, the findings of this paper highlight the importance of considering children's ToM abilities when designing marketing strategies and the potential impact of brand symbolism on children's consumer behavior. Further research in this beneficial field that can explore these relationships in more detail should be focused on developing evidence-based interventions to promote healthy food choices and protect children from the potentially harmful effects of marketing messages. [ABSTRACT FROM AUTHOR]

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

Purpose: "Turbo Remarketing by E-commerce Start-ups: Converting Abandoned Carts into Sales" aims to analyze effective remarketing strategies for e-commerce startups to recapture lost sales from customers abandoning their shopping carts. The research targets new or young businesses in the online retail space, focusing on winning back customers who add items but don't complete the purchase. Design/Methodology/Approach: The study gathered data from 398 individuals in South India through online questionnaires targeting those who encountered cart abandonment on new e-commerce sites. Using convenience and snowball sampling methods, the final dataset included 386 responses after excluding outliers. This data collection, from January to April 2024, ensured the quality and validity of the research findings. Findings: The study reveals that email, display, social media, search engine, and video remarketing strategies significantly impact brand attachment, accounting for 86.2% of variance. Brand attachment also positively impacts cart abandonment recovery, accounting for 38.4%. These strategies, including targeted messages and advertisements, are crucial for recovering abandoned products, enhancing sales performance, and reinforcing strategic remarketing efforts in the digital marketplace. Practical Implications: The study highlights the significance of online strategies like email, display ads, and social media in enhancing brand attachment and preventing cart abandonment in e-commerce, highlighting factors like high shipping costs, checkout processes, and technical glitches. Originality/Value: "Turbo" remarketing techniques for startups, focusing on new technologies, personalization methods, and campaign triggers. It will also explore startupspecific strategies, analyzing real-world data to identify trends and correlations between remarketing tactics and abandoned cart recovery. The study will also explore the importance of brand attachment and common abandonment reasons, such as high shipping costs and unclear return policies. [ABSTRACT FROM AUTHOR]

This study analyzes the factors influencing purchase intent and repurchase in social commerce. The main goal is to understand the contribution of variables such as ease of use, performance expectations, social Influence, and risk perception to consumer behaviors. The number of research samples was 120 respondents. The analysis method used is a partial least squares structural equation respondent, which allows researchers to measure and validate constructs and explain relationships between variables. The results showed that initial purchase intention significantly positively impacted repeat purchase intent, contributing to 55.8%. The variables of ease of use and performance expectations also influenced purchase intent significantly. While social Influence is insignificant, risk perception is a mediator that reinforces the relationship between initial and repeat purchase intent. The implications of these findings include practical advice for companies in designing marketing strategies, product development, and customer management. The marketing strategy should be focused on communicating ease of use and product performance expectations. Companies must also understand and manage consumer risk perceptions to build trust and increase repeat purchase intent. These implications guide practitioners and researchers in understanding the dynamics of consumer behaviors in a broader context. [ABSTRACT FROM AUTHOR]

Neuromarketing is the field of studying neural signals to comprehend consumer behavior, which can help improve marketing strategies. In the recent past, scholars have conducted research to enhance the conceptual understanding of neuromarketing by applying bibliometric analysis. However, most studies either had a myopic view or considered a few articles. As a result, existing literature fails to provide a nuanced understanding of neuromarketing. The present research addresses this lacuna using a bibliometric analysis of 383 research articles across different domains from the Scopus database. The research covers the most influential authors, articles, top journals, most prominent countries, and institutions in the neuromarketing field. Next, keyword co‐occurrence analysis reveals major themes such as decision‐making in consumers, marketing and consumer behavior, advertisement, non‐invasive techniques in advertisement effectiveness, ERP and brand extension, brand and fMRI. Finally, analyzing the six thematic areas gives valuable insights into the current research. The study also provides research areas for future researchers by identifying the gaps in the present thematic areas. [ABSTRACT FROM AUTHOR]

Currently, online sales are experiencing rapid development. This can be seen from several internet sites that offer various goods or products presented to buyers. It is not easy to offer goods online, because conventional sales require various strategies. Therefore, sales that are carried out online must also have a strong strategy from conventional sales. Marketing strategy is very important to do in offering goods or services done online. This research uses a type of analytical descriptive research that aims to understand a phenomenon that will be experienced in the research subject, namely how much influence the Affiliator has in marketing the sellers' products through online sites. The results of this study show that Affiliate Marketing marketing strategies, sales, and consumer behavior have a positive and significant effect on consumer behavior. To increase online sales, marketing strategies are needed including 1) Quality of sales products, 2) Price Influence, 3) The Role of Brand Image, 4) Communication with Customers. 5) Return Guarantee. [ABSTRACT FROM AUTHOR]

A critical situation can substantially impact human behavior, resulting in irreversible behavioral changes. Given the interdependence between various economic aspects and public health measures, including lockdowns, national economies have become unstable, signifying a transformation in market dynamics. The authors aimed to gain a deeper understanding of consumer behavior in the context of the COVID-19 pandemic, recognizing that crises often lead to alterations in consumer behavior patterns. We searched eight databases - CINAHL, Cochrane Library, Embase, EmCare, JBI EBP, Medline, Scopus, and PsycInfo. Out of 366 titles and abstracts, twenty-four papers were selected. In an observational study, 11 (45.8%) publications were conducted in hospitals, clinics, and communities. Meanwhile, the rest of the studies were carried out in various other healthcare institutions. Consumer behavior and using technology as marketing tools during the COVID-19 pandemic were the most commonly explored topics. The hospital-at-home model illustrates how healthcare institutions can undertake significant strategic initiatives to usher in comprehensive reforms that prioritize consumers and transform care delivery. The persistent drive to employ digital technology for enhancing the quality of healthcare services and reducing costs serves as a constant motivation. This implies that the consistent effort to harness digital technology to enhance healthcare service quality and reduce expenses has been a steady impetus. Further research is required to ascertain the long-term effectiveness and suitable strategies for optimizing advantages while mitigating risks in the COVID-19 pandemic. A more comprehensive approach would include taking patients' perspectives on using digital health technologies and addressing specific challenges, ethical considerations, and drawbacks highlighted in the existing literature. [ABSTRACT FROM AUTHOR]

Copyright of Comunicação, Mídia e Consumo is the property of Escola Superior de Propaganda e 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.)

Over the years 2020-2022, as more and more countries recover gradually from the COVID-19 pandemic, the question arises as to which image repair strategy marketers will choose to re-attract tourists anew. Choosing the right image repair strategy is a topic that has been neglected so far. The COVID-19 tourism crisis is an opportunity to bridge this theoretical gap, as several surveys in assorted countries asked potential consumers about their future travel plans. Analyzing these surveys provided a valuable look into the selection process of recovery marketing strategies. Combining twenty recovery marketing strategies used in past crises with recent surveys examining planned consumer behavior in the post-COVID-19 era will allow us to recommend the most valuable strategies to be adopted by DMOs. Out of the twenty recovery marketing strategies, we discovered six image repair strategies for the post-COVID-19 era. These strategies were found suitable according to three criteria: the practicality of implementing the strategy considering the COVID-19 crisis’ characteristics, proof of the strategy’s effectiveness in previous crises, and the results of surveys regarding future tourism consumption in the post-COVID-19 era. In addition to the study’s theoretical contributions, its findings can also be helpful for practitioners. [ABSTRACT FROM AUTHOR]

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.)

Small and medium-sized enterprises (SMEs) are in a competitive system. The objective of the research was to analyze strategic marketing in SMEs in the bakery industry in the city of Barranquilla, for which a hypothesis is presented on the positive relationship between consumer behavior in relation to marketing strategies. Due to this, a categorical regression model was performed to test the hypotheses. The results showed that the industry analysis is more relevant for those companies that adopt a mature market strategy. The analysis of consumer buying behavior and the analysis of market demand dynamics prevail in the new markets strategy. Although product differentiation to achieve positioning is an important driver for companies that use growth market strategies, it is concluded that the consumer buying behavior hypothesis is valid because the analysis allows implementing differentiation actions that are included in strategic control, which is a complex thought process developed by top management. [ABSTRACT FROM AUTHOR]

The rapid social change in the world through global economic turmoil, social inequality, and degradation of the natural context triggered an increase in criticism of the marketing approach oriented towards the dimension of profit alone. The concept of modern marketing requires rebranding with sustainability issues, namely the sustainable marketing model. Marketers must present to consumers an active and responsible management attitude and openness and honesty in market communication. This study aims to investigate the influence of the application of sustainable marketing on purchasing decisions in zero waste shops, where purchase intention is a mediator. The dimensions of sustainable marketing include customer solution, customer cost, communication, and convenience. Quantitative research was undertaken by distributing survey questionnaires via google forms online. A total of 193 respondents were obtained from distributing questionnaires in Jakarta. The data was analyzed using Structural Equation Modelling-Partial Least Square (SEM-PLS). The analyses have proven that sustainable marketing positively affects purchase intention and purchase decisions. Purchase intention has a positive effect on purchase decision dan has functioned effectively as a mediator between sustainable marketing and purchase decision. This study contributes to a long-term-oriented marketing strategy by looking at the dynamics of healthy lifestyle changes that must be done quickly. [ABSTRACT FROM AUTHOR]

Copyright of Polish Journal of Management Studies is the property of Czestochowa University of Technology, 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.)

This research explores the impact of emotional experiences on the effectiveness of Viral Marketing strategies within the Food and Beverage (FnB) industry. The study examines the correlation between emotional content in social media and its ability to engage consumers, ultimately contributing to the success of viral marketing campaigns. The research utilizes a sample collected over a brief period, focusing on emotional factors and the relevance of content to consumer sharing behavior. Academic recommendations emphasize the need for future studies to employ larger samples and more specific variables to enhance the depth and accuracy of results in understanding Viral Marketing strategies. Practical recommendations suggest that businesses in the FnB industry should consider incorporating specific emotional elements into their social media content, alongside ensuring relevance to current trends and public interests. The findings indicate that emotionally resonant and relevant content holds the potential to captivate consumers, fostering increased interaction and content sharing. [ABSTRACT FROM AUTHOR]

This study investigates the influence of Islamic marketing strategies, lifestyle factors, and pricing on pre-loved clothing purchase decisions, mediated by purchase intention. The study employs Structural Equation Modeling (SEM) to analyze data collected through questionnaires distributed to 120 respondents in Banda Aceh City, following a sample size determined by the Hair formula. The findings reveal that purchase intention directly impacts purchasing decisions. Additionally, Islamic marketing strategies, lifestyle factors, and pricing all exert a direct influence on purchase intention. Interestingly, the study identifies that lifestyle factors do not have a significant direct effect on purchasing decisions. Furthermore, the analysis demonstrates that purchase intention partially mediates the relationship between Islamic marketing strategies, lifestyle factors, price, and pre-loved clothing purchase decisions. These results suggest that Islamic marketing strategies can be a valuable tool for businesses operating in the pre-loved clothing market. [ABSTRACT FROM AUTHOR]

Copyright of Revista Espacios is the property of Talleres de Impresos Oma 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 Journal for Business, Economics & Ethics / Zeitschrift für Wirtschafts und Unternehmensethik is the property of Nomos Verlagsgesellschaft mbH & Co. KG 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.)

Artificial Intelligence (AI) is quickly transforming the marketing landscape, providing unprecedented opportunities for businesses to optimize strategies and improve customer experiences. This literature review looks at the various applications of AI in marketing and their potential impact on consumer behavior. The study delves into key aspects of AI, from its intelligence to ethical concerns about its use. Furthermore, it investigates how AI is used in various aspects of marketing, such as planning and strategy, product management, pricing, location management, and promotion. Previous research findings highlight AI's transformative potential for increasing marketing efficiency, effectiveness, and customer engagement. However, the study emphasizes the importance of responsible implementation and raises ethical and societal concerns about AI adoption. [ABSTRACT FROM AUTHOR]

Consumer behavior is crucial for understanding and managing the financial aspects of a company. It involves how consumers make decisions and use products and services. Understanding consumer behavior helps companies understand customer reactions to product features, prices, and marketing strategies. This study assessed consumer buying behavior and its relationship to financial management, revealing that online shopping has a positive effect on a company's financial management. However, consumers still prefer in-store purchases due to a lack of assurance and resources. Therefore, understanding consumer behavior is essential for effective financial management. [ABSTRACT FROM AUTHOR]