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Two-sided markets serve as information intermediaries by connecting participants on both sides. In this study, we focus on the coordination of participants in the P2P lending market using a coupon strategy as an incentive to attract investment. Using a two-sided market model, we find that when a platform adopts the coupon strategy, (i) the platform utility and participants' utility are both greater and (ii) the number of participants is greater. In addition, as most research on two-sided markets and coupon strategy focuses on theoretical models, our study provides empirical support using data from Renrendai.com over 2018 to 2019. [ABSTRACT FROM AUTHOR]

Purpose: Today, social media is counted as an integral part of marketing strategies, which has led to a paradigm change in this field. As reported, social media marketing has been growing over the recent five years and is predicted to be exponentially growing in the future. However, despite the huge promise and intention to adopt social media marketing strategies by organisations, there remain challenges regarding the successful implementation of these new marketing programmes. Accordingly, marketing managers' awareness of the success factors of social media marketing is essential to return investment in this area. Due to the little research been accomplished in this field, this paper aims to identify the success factors of social networks' marketing and to rank the factors by using of interval best-worst method (BWM). Design/methodology/approach: To serve the research aims, an extant literature review is accomplished and a focus group approach is conducted to identify the main success factors and sub-factors. To analyse the focus group discussions, a qualitative content analysis approach is applied. Interval BWM is used to calculate the weights of each identified factor. Findings: In the final framework, six main success criteria, including strategy, process, technology, content, performance evaluation and people are identified, for each sub-criteria are developed. The interval BWM results suggest the content criterion as the most important success factor in developing a social media marketing strategy. Research limitations/implications: First, this research provides a comprehensive insight into the success factors and best practices of social media marketing. This is the first to draw on the critical factors affecting the success of social media marketing, considering people in the organisation such as top management, employees and customers, strategy, process and performance evaluation focussing on the change management requirements for applying social media marketing and technology as the technical factor of the adoption process, simultaneously. Identifying critical success factors of social media marketing will help marketing managers to avoid falling into the trap of developing social media strategies based on less important areas and ignoring the critical ones. Besides, owing to the limited resources of organisations in implementing social media marketing strategies, prioritising and weighing the success factors will lead to a focus on more important areas. Originality/value: Whilst the related studies have mostly concentrated on the capabilities and activities required to conduct social media marketing and the few research investigated the critical success factors most concentrated on the customer and the content-related factors, the finding of this research goes beyond that and suggests technical, process and human aspects simultaneously in the implementation process in a holistic view. [ABSTRACT FROM AUTHOR]

This study proposes an approach to cultural hybridity that centers the market, not geopolitical borders or regions, as the driving force of cultural hybridization. In this model, cultural hybridity manifests on a continuum between market-receptive hybridity, which incorporates cultural characteristics of the dominant market, and market-resistant hybridity, which limits the influence of cultural characteristics of the dominant market. To illustrate, this study identifies market strategies and examines how Colombian musician Shakira and Mexican musician Lila Downs employ various practices to create market-receptive and market-resistant cultural hybridity across their careers. This market-driven approach to hybridity decenters the countries of the Global North, contributes to ongoing efforts to undo the historical homogenization of the Global South, and works to explain cultural hybridity as the result of markets, not countries, allowing the framework to be applied within or across regions. [ABSTRACT FROM AUTHOR]

The research understands and analyzes the current situation of marketing strategies in Small and medium-sized enterprises (SMEs), since it has been shown that they are designed empirically, that is, without a technical support that guarantees the success of planning for their development and sustainability. Likewise, the study delves into the reality of these organizations, and the marketing trends and perspectives that fit their needs to make them more competitive and position themselves in the market. In this sense, the objective is to analyze the trends and perspectives of marketing in SMEs in the city of Ambato, for this, a qualitative methodology was applied, which allowed contextualizing and investigating natural, holistic and flexible information. The results are part of the determination of the strategic planning of SMEs in the city under study; in order to improve its operation, consolidate its brand and digitize businesses in the future, no matter how small they may be, since this contributes to their own positioning, through the optimization of resources, the improvement of technology and the possibility of applying more efficient strategies that make them grow and expand. [ABSTRACT FROM AUTHOR]

Identifying tourists' associated behaviors enables industry practitioners to design suitable and efficient marketing strategies for different tourist groups. This study proposes the use of the relationships between tourists and their behaviors for constructing networks, and the adoption of the community detection method for clustering tourist behavior networks. With this approach, tourists' behaviors can be clustered and visually investigated. Moreover, the evolution of groups of behaviors can be analyzed for obtaining insights into the origin of differences among different tourist groups. Survey data of visitors to Macao are used as a case study, and results provide valuable insights into tourists' behaviors. [ABSTRACT FROM AUTHOR]

Despite the global closure during the Covid-19 pandemic in March-May 2020, destinations continued to market themselves. Focusing on digital marketing used during the pandemic, the current study examines which digital marketing strategies were used by NTBs during this tourism crisis. The research method of qualitative content analyses was employed, analyzing digital ads and videos launched between March and July 2020 on official YouTube channels of the world's top 40 most-visited countries. The research findings offer a new typology which includes six marketing strategies that can serve scholars and practitioners in the research and mitigation of future crises caused by pandemics. [ABSTRACT FROM AUTHOR]

This study combs through relevant literature, adopts a combination of typical sampling and random sampling, collects three big data technology-driven interactive marketing e-commerce companies in a specific period of Sina Weibo sample data for research, obtains historical information and data, and constructs a model. Through relevant analysis to eliminate invalid variables, we creatively selected three variables of Internet hot words, activities, and microtopics as independent variables and used marketing effects as dependent variables to carry out empirical analysis and study the marketing innovation of three representative companies based on big data technology. We discussed the use of self-media in interactive marketing e-commerce and the situation of marketing innovation based on self-media, focusing on the interactive relationship between marketing innovation and Internet word-of-mouth (brand image). Through research, we have derived the three-force model, which is the biggest result of this research, and provided a reference model for interactive marketing e-commerce companies to carry out follow-up marketing innovation based on the media. Limited to the level of research and ability, there are some deficiencies in the research, such as barrage marketing, big data marketing, and emotional computing, that have not been analyzed in depth. This article fully considers the dependence of small and medium e-commerce companies on e-commerce platforms in the era of big data and conducted detailed market research on their precision marketing strategies in the era of big data. This will be a new field that does not come from media marketing. This article intends to summarize a series of experiences and laws from special to general, from individuality to generality, so as to give full play to the role of personalized marketing in increasing website traffic and order conversion, in order to personalize the use of data by other e-commerce companies with marketing provides some valuable experiences and methods for reference. [ABSTRACT FROM AUTHOR]

Marketing refers to the strategies a company undertakes to promote its brands to its potential audience. Advertising provides useful venues for marketing to promote a company's survives/goods to the audience. It has a positive impact on the sale of services or products. In this study, we consider a well-known online medium called Twitter (the fourth most popular social media platform used by marketers) to check its impact on sales. For this purpose, the simple linear regression modeling approach is implemented to test the significance and usefulness of Twitter advertising on sale. Statistical tests such as t-test and correlation test are adopted to test the hypothesis of the "impact of Twitter advertising on sales." Based on the findings of this study, it is observed that Twitter advertising has a positive impact on sales. Furthermore, a new statistical model called the exponential T-X exponentiated exponential is introduced. The proposed model is very interesting and possesses heavy-tailed characteristics which are useful in finance and other related sectors. Finally, the applicability of the new model is illustrated by considering the sales data. [ABSTRACT FROM AUTHOR]

The current study aimed to monitor experts' attitudes (Practitioners & Academics) towards the future of integrating artificial intelligence applications in integrated marketing communications in Egyptian companies. The survey has been conducted on a purposive sample of (40) experts. The study concluded that Egyptian companies are somewhat ready to integrate artificial intelligence applications into their marketing communications, and most experts indicated an optimistic future for integration, and most of them emphasized the multiplicity of ethical aspects, foremost among which was respect for customer data privacy and confidentiality, transparency, honesty and social ethics when programming an Artificial intelligence machine. [ABSTRACT FROM AUTHOR]

This study aims to provide a comparative & critical view through monitoring and analyzing the recent trends of the researches about the impact of artificial intelligence on the media product at the level of Arab and foreign studies from different research schools on all over the world in the period from 2015 to 2020. Also, it aims to know the subject fields about the researches of the artificial intelligence studies and to know the use of its techniques in the field of media. This study is one of the descriptive and analytical studies, and it depends on using the style of the secondary analysis. According to this, the study depends on the qualitative analysis for the scientific studies related to the field of the artificial intelligence studies and its impact on the media product. The results showed that there is a variety of recent trends of the researches about the impact of artificial intelligence on the media product. Also, the results showed that the researches about the impact of artificial intelligence in the field of journalism are at the top of interests list with average (51.7%), followed by the researches about the impact of artificial intelligence in the field of marketing with average (25.9 %), then the researches about the impact of artificial intelligence in the field of the new media and social media with average (12.1%) whereas the researches about the impact of artificial intelligence in the field of radio and television are with average (10.3%),The results also indicated through the framework of the continuous technological flow that the digital revolution will have negative effects. So, the researcher recommends through the analytical presentation to pay attention to the dangerous of the impact of artificial intelligence on the media product by conducting more researches, especially since future expectations confirm its continued use and dependence on it in a large scale. [ABSTRACT FROM AUTHOR]

Important financial savings, along with reductions in environmental impact, can be achieved by planting lawns with low-input turfgrass species. Drawing on data from an online survey, this article provides empirical evidence on the factors that influence consumers' willingness to adopt low-input turfgrasses. We group consumers into two segments: Willing Adopters and Reluctant Homeowners. Regardless of segment, consumers who regard maintenance requirements as more important were more willing to adopt low-input turfgrasses, whereas those who placed a higher value on appearance, were more unlikely to change to a low-input turfgrass, especially for Reluctant Homeowners. We categorized the barriers to adoption as follows: 1) Promotion, 2) Benefits and Accessibility, 3) Peer Effect, 4) Sample, and 5) Information. Our models predict that consumers' willingness to adopt low-input turfgrass can be significantly increased if the identified barriers are removed. Based on our study, suppliers/retailers should adopt heterogeneous and multiple marketing strategies, such as promoting through multiple channels, informing and advising the public on proper information, providing photos or exhibiting in-store samples, triggering communication between different types of consumers, and providing incentives and improving accessibility, to target different consumer groups. [ABSTRACT FROM AUTHOR]

Based on the theoretical-methodological contributions proposed by the Bakhtinian studies, this article takes the advertising film Caras e Cores, by Faber-Castell as the corpus of an analytical work of audiovisual statements, explained in its architectural enunciative unity as verbivocovisual. The objective is to understand if and how verbivocovisuality contributes to the analysis, especially of audiovisual discourses, in which these three dimensions are made explicit and constitute their integral unit. For this, the Bakhtinian notions of utterance, ideological sign, social voice and dialogical relations are mobilized together. The results point to the productivity of the notion of verbivocovisuality and the analysis of the advertising discourse reveals that the brand resignifies the ideological sign "skin color" and brings up the discourse on diversity and representativeness, with a contemporary aesthetic finish as a lucrative marketing strategy. [ABSTRACT FROM AUTHOR]

This manuscript addresses the role of flow experience and perceived value, in craft beer consumer loyalty, through experiential events. Surveys were collected in tours and tastings and the data was analyzed through multivariable PLS structural equations modeling. The results show the existence of experience of flow through attention, concentration and notion of time. Quality, taste and price influenced the perceived value. Both constructs of flow experience and perceived value had significant and positive effects on consumer loyalty through repurchase intention and word of mouth. The results contribute toward development of strategies to increase consumer loyalty in craft beer micro-small-medium enterprises. [ABSTRACT FROM AUTHOR]

This paper will conduct a comparative analysis of engagement strategies in Al Jazeera's Arabic and English channels. Methodological triangulation is used through literature review, content analysis, in-depth interviews and non-participant observation. We study the channels' policies as seen in two turning points: the formation of the engagement strategy in 2016 and the team restructuring in 2018. Engagement is no longer just a marketing strategy to turn the audience into a key player in content production. Platformization and the search for a comprehensive, international strategy emerge as challenges for the coming years. [ABSTRACT FROM AUTHOR]

Being the initiator of the German and European Freight Village ranking, Deutsche GVZ-Gesellschaft (DGG) has the methodical know how to create the benchmarking studies. In this ranking approximately 100 Freight Village locations were analysed and evaluated. The research was based on the generation of an uniform understanding, which was focused on intermodality and the significant distinctive management structures. This data led to a qualitative and detailed overview. Because of the positive response, we were motivated to start the second ranking in 2015, as well as the update in 2019/2020. The results of the ranking show important basics and facts, which demonstrate the importance of the Freight Villages and strengthened their role as central, intermodal logistics nodes. Moreover, the responsible decision makers in the Freight Villages benefit from the results of the benchmarking. Many management companies use their placement in the ranking for public relations activities. Good placements or improvements are important instruments in marketing strategies. [ABSTRACT FROM AUTHOR]

The purpose of the proposed study was to identify the functional patterns of influence of the marketing tools on sales of cars on the global market, to be able to predict sales volumes in the future, taking into account certain marketing tools that the company may use in a particular international market. For the purpose of this research the method of correlationregression analysis is used to construct the corresponding economic and mathematical models of impact on the sales volumes of various instruments of product, price, promotion policy, etc. Using the models offered in the article, the feasibility of introducing certain measures can be determined, when entering new markets in order to increase car sales. Each instrument to which potential buyers are sensitive determines the effect of its use. Considering this effect, budgets can be set up for appropriate action. [ABSTRACT FROM AUTHOR]

Local non-timber forest products can be easily accessed by tourists. These also provide opportunities for tourists to experience the local culture. Many local governments are paying constant attention to the development of non-timber forest product brands to revitalize the local economy and increase the profits of local farmers. Although there are many forest products and tourism resources in each region of Korea, there is no local specialized strategy to sell non-timber forest products and promote consumers' purchase intentions. In this study, we aimed to explore the consumers’ perceived creating shared value (CSV) and its association with purchasing behavior of non-timber forest products in Jeongeup city, Korea. Data were collected from 1,066 consumers who had purchased non-timber forest products. Purchasing patterns of local specialty products differed depending on consumers’ perceived CSV levels. In addition, consumers with higher levels of perceived CSV showed higher awareness and familiarity with Jeongeup city and experienced Jeongeup city’s non-timber forest products. Our findings suggest that improving consumer perception towards CSV of non-timber forest products can be used as a marketing strategy for local non-timber forest products to revitalize the local economy. [ABSTRACT FROM AUTHOR]

Ever since the political process in the USA to the Paris Agreement in 2015; The Green Deal, which extends to the process of the UK and the European Commission, aims to reduce greenhouse gas emissions by 2030. The Covid'19 pandemic process that we are going through increases the momentum of the sustainability movement even more. The parallel targets set by the United Nations Sustainable Development Goals (SDG) and the European Green Deal highlight green and digital technologies that will become an export product. In parallel with these developments, the digital transformation process causes the European Union Green Deal and SDG to have a complementary impact on each other. On the other hand, DIGITALEUROPE – Digital Europe, a European organization representing the digital technology industry, states that digital technologies play a key role in achieving sustainability goals. It is critical that innovative, environmentally friendly, digital sustainable marketing strategies are aware and developed, and that businesses integrate these strategies into their corporate strategies with a structured approach. In the study, written secondary data sources were used with the literature review method. In addition, Web of Science data, which is the most relevant database, was used in the studies due to the bibliometric technique most used by researchers including the main journals on marketing sustainability. In this context, the aim of the study is to draw a conceptual framework for sustainable digital marketing strategies in line with the European Green Deal and SDG with an integrated approach based on technology and adaptation. [ABSTRACT FROM AUTHOR]

To be more valuable to customers than competitors, a company must develop competitive business strategies through marketing and operations. The present study aimed to develop a model for evaluating the impact of innovation dimensions, marketing strategy and market orientation on the company performance with the moderating role of environmental dynamism. This research is descriptive-correlative and applied in nature. A questionnaire was used for data gathering. Two hundred ninety-one top managers from nineteen cement factories in Iran were selected as the sample. Structural equation modelling (SEM), specifically SMART PLS, has been employed to assess the causal model and verify the validity and reliability of the measurement model. The findings showed that innovation dimensions, market orientation, and marketing strategies had significant effects on the company's performance. Environmental dynamics modifies the relationship between process, product innovation, and performance, but process innovation is negative and significant. Finally, managerial implications and suggestions are provided. These findings provide valuable guidance for managers in the manufacturing sector to achieve the desired quality with the right strategies and create appropriate innovations in the manufacturing sector. [ABSTRACT FROM AUTHOR]

Two distinct inventory models are investigated for a deteriorating item under the frequency of advertisement and market price-sensitive aggregate demand where the deterioration percentage complies with Weibull distribution. In one model, the stock-out environment is not studied, while another one handles the stock-out situation by moderately backordering based upon the waiting time duration for the products. Advance payment, another realistic feature, is implemented by paying off a fraction of the acquisition cost amid single or many equal segments from the order placing moment to receiving moment whereas the remaining fraction is accomplished at the order delivery instant by the practitioner to the supplier. The utmost aim is computing the inventory policy along with the market price and marketing strategy to reach the highest total profit for both models. The models formulated here extend several inventory studies previously developed in the literature and suggest several important outcomes. This makes two exceedingly nonlinear and mixed-integer optimization problems, which are elucidated by constructing two efficacious algorithms. Two numerical illustrations are accomplished to perceive the working competence of the algorithms and the consequences of the parameters on the practitioner's optimal policy are highlighted in a tabular form executing a sensitivity examination. Based on the performed analyses, finally, some decision-making salient findings are obtained. [ABSTRACT FROM AUTHOR]

In towns where social phenomena such as poverty, migration and unemployment prevail, the informal market acquires special relevance, as is the case in Ecuador. The country has currently experienced a rise in this market, for example in the province of Pastaza, City of Puyo, where the Mariscal Market is located. In this market, most people are engaged in informal trade. A situation that has a negative impact on the economy and therefore requires an analysis which, due to the nature of the phenomenon, requires the intervention of multicriteria methods for its evaluation and decision-making. That is why this research aims to evaluate the negative impacts of informal trade related to the Mariscal de Puyo Market to offer strategies for the Government’s decision-making process. In order to select the best strategies to determine a path to follow, we used the technique called neutrosophic TOPSIS enriched with the application of the neutrosophic AHP Saaty and PESTEL. The paper ends with conclusions on the strategies to follow to mitigate the negative impacts of informal trade in this region. [ABSTRACT FROM AUTHOR]

In this article, we address the appropriation of gamification strategies by the health market, with the aim of problematizing gamification as a biopolitical strategy. In this perspective, we define the following question: how gamification strategies, present in health care apps, mobilize biopolitical convocations in order to produce subjectivities characteristic of neoliberal subjects? As for the theoretical foundation, we mobilized studies of biopolitics, biomedicalization, neoliberalism and gamification, which support the analysis of three contemporary health care apps. As a result, we identified two biopolitics-gamification approaches, which manifest themselves in two instances: i) a narrative instance, made possible by individual choices that occur within a controlled environment; and ii) a competitive instance, whose objective is to engage the subjects in the care of their health. [ABSTRACT FROM AUTHOR]

This article outlines the findings from a contemporary review of the evidence base on system leaders and system leadership. This article provides analysis, commentary, and insights about system leaders and system leadership based on a review of the current evidence. The review also includes insights from country experts and offers country-specific examples of system leaders and leadership in action. This is not a systematic review of the literature but rather an overview of findings from a contemporary exploration of the evidence base, over a specified period (2010–2020). The review encompasses peer-reviewed articles, books, chapters, and the grey literature. It focuses on the roles, responsibilities, actions, functions, and outcomes of system leaders and highlights the origin of the system leadership concept. [ABSTRACT FROM AUTHOR]

Although extant literature has studied consumers at the bottom of the pyramid (BoP) extensively, there seem to be some lacunae in terms of a deeper understanding of the cognitive peculiarities of low-income consumers owing to their resource-lean environments and childhood uncertainties. In this paper, we attempt to address this gap by focusing on poverty-induced idiosyncrasies in a set of vital cognitive processes called executive functions (EFs). Specifically, we exlore the possible impact of such anomalies in EFs on a BoP consumer's information processing abilities, decision-making processes, and consumption behaviors, through a series of propositions and a conceptual framework. The focus is on two core EFs, inhibition and working memory, which tend to make BoP consumers susceptible to persuasive messages, while lacking sufficient self-control, goal-directed behavior, analogy-processing and comparative evaluation abilities. We then present several managerial, policy and research implications of the study. [ABSTRACT FROM AUTHOR]

The main goal of this article is to identify spatiotemporal behaviour patterns of backpacker tourists when visiting an urban destination. This information can be used by destination managers and local stakeholders to attract tourists from this segment, making their planning, management, and marketing strategy more efficient. A free and open access GPS app was successfully used to track the movements of tourists, demonstrating that smartphones are a powerful and efficient data collection tool in the field of tourism. The georeferenced data were also analysed using the ClustalG software, which aligned all the tracks obtained. Ten distinct visiting patterns were identified taking into account the sequences of activities carried out, both in space and time, and most visited areas were also identified. Crossing the information obtained through the sequential alignment with questionnaire data allowed to explore a set of characteristics related to the day of visit and to backpacker tourists. It is concluded that the backpacker segment is heterogeneous in its spatiotemporal behaviours and that its elements experience the urban destination in a different way. [ABSTRACT FROM AUTHOR]

Bulgaria has a relatively small, but fast growing sector of organic production. The agricultural area under organic plant growing has tripled in more than two years - to reach 161 thousand ha in 2018 - of which 89 thousand ha of arable land and 33 thousand ha of perennials. The number of organic producers has almost doubled during the same period, reaching 7000 farms. This study examines the strategic marketing activities that organic producers' organisations perform, as well as the level of implementation of these activities by their members - producers of organic products. For the purposes of the survey, a questionnaire has been developed, through which a consultation is conducted with the managers of the selected organisations. This questionnaire aims to gather information on the degree of implementation of marketing strategies by the organisation of organic producers. The study found serious gaps in the implementation of strategic marketing activities in the investigated organisations of organic producers. Activities that are the basis of the overall process of marketing management (operating information system, market segmentation, developing a profile of the target market, quantifying marketing goals, building a system to control the implementation of marketing strategy) are underestimated (in whole or in part), which calls into question the quality of those being implemented. It is necessary to direct efforts and investments in improving the marketing management of these organisations by inter alia functioning of a leading unit, such as marketing department in the management of business processes in these organisations. [ABSTRACT FROM AUTHOR]

Understanding the buying and shopping behaviour of current and potential consumers is essential in formulating a successful marketing strategy. It is no longer sufficient for companies to merely produce goods or provide services; companies must know who their consumers are, why they buy, when, where and at what price they buy, and what benefits they expect to gain from the purchase. Companies also need to identify how far consumers are willing to travel to make their purchases and whether the size of the sales area plays a significant role in their preferences. Retailers must also determine whether their customers prefer online shopping or want to buy and spend their leisure time in shopping centres. The paper aims at presenting the selected current trends in buying and shopping through elaborating an overview of the selected research studies and secondary data. The paper also gives an overview of contemporary trends in shopping, customer preferences with regard to types of retail outlets, e-commerce as such, buying and shopping in the online environment and, last but not least, the changes in consumer behaviour during the COVID-19 pandemic. [ABSTRACT FROM AUTHOR]

The European Commission keeps track of foreign trade barriers through its Market Access Strategy. In this study, we examine some of the key political-economic conditions under which the European Union decides whether and how to address these trade issues. Drawing on an original dataset of (allegedly) illegal foreign trade barriers faced by European Union businesses, we show that industries dominated by a few large companies are more successful in gaining the support of the Commission to challenge these foreign trade barriers. Moreover, we find that the European Commission's strategy depends on the economic power relationship with the trading partner: the European Union privileges negotiations when seeking to enforce international trade rules against economically weaker states, while it prefers to use litigation against stronger trading partners. [ABSTRACT FROM AUTHOR]

The Pathé company, although one of the key players at the dawn of the phonographic industry, is today one of the least documented. This article will explore the unconventional methods utilized by Pathé's technology, through the monumental developments of the phonographic industry, in order to understand the underlying reasons of Pathé's market strategies as they relate to other leading international players. Today, there is a significant amount of uncertainty regarding the cataloging of Pathé's products, mainly due to a distinct two-step duplication process, the code system management of each media issue, and the Pathé's own destruction of primary sources from its acoustical period. The compilation of a discography requires a significant amount of research effort and data validation. In the case of Pathé, the available data are difficult to certify, especially where the reference/bibliography provide conflicting or questionable reports. To address these problems and accurately identify and catalog each issue of Pathé's cylinders and discs, the company's peculiar code system and its internal connections are examined and described. [ABSTRACT FROM AUTHOR]

Digitization of the maritime transport formed a paradoxical situation of an increased interest in informatics and data sciences among youth, whilst the level of interest of these programmes in the maritime education and training (MET) field remained relatively low. Based on theoretical modelling the solution to the problem is divided in two parts, one of which is related to adding data sciences to MET and the other refers to increasing intensity of digital advertising to solve the problem of low knowability index (KI) of MET. The research showed that KI is the output of effective digital marketing strategy. Thus, all parameters characterizing effectiveness could be divided into categories and by applying AHP methods the weight of each criteria could be assessed. Based on the weights and on the analytical measurements collected from monitoring tools the KI was calculated. Analysis of KI component and whole KI found out main ways of increasing MET popularity, which could be implemented through on increasing advertising intensity in the social networks the whole year and also by adding new content which are related within the digitization into MET study programmes’ modules. [ABSTRACT FROM AUTHOR]

Despite the growing influence of air pollution on people's behaviour, little attention has been given to visitors' behavioural intentions towards air pollution episodes. Understanding visitors' behaviours is crucial in developing effective marketing strategies and preventing damaging consequences for both visitors and destinations. This paper presents a segmentation analysis based on visitors' behavioural intentions towards a hypothetical episode of air pollution, based on a visitor survey (N = 625) applied over the Central Region of Portugal. Two clusters with different behavioural intentions were obtained. Differences were found between groups regarding attitudes towards the environment, risk perceptions, travel behaviour and sociodemographic profile. [ABSTRACT FROM AUTHOR]

With the acceleration of product updates and the intensification of product competition, product market strategies become the primary consideration for the enterprises, and the advertisement and promotion strategies are considered the two important strategies implemented by enterprises. This paper considers the enterprises of similar products and substitute, their formation of a competition between traditional products and innovative products, and establishes a mixed node-level information diffusion model to describe the dynamic product diffusion process with complex network theories. We implement advertising strategies for potential buyers who have not obtained product information and implement promotional strategies for those who have obtained product information. In accordance with Pontryagin maximization principle, we seek the best strategy to maximize the impact of innovative products and use numerical calculations to simulate the diffusion state of products. We found that the advertisement strategies play a decisive role in the marketing of innovative products. If product promotion strategies are added, the spread of innovative products will be more effective and more influential. [ABSTRACT FROM AUTHOR]

Marketing means the strategies and tactics an organization undertakes for attracting consumers to promote the buying or selling of a product or service. Active marketing is about receiving messages from potential buyers to create ways to influence their purchasing decisions. Advertising is one of the most prominent marketing strategies to promote products to consumers. It is well known that advertisement has a significant impact on the sale of certain goods or services. In this paper, we consider two mediums of advertisement, such as Facebook (which is an online medium) and Newspaper (which is a printed medium). We consider a dataset representing the advertising budget (in hundreds of US dollars) of an electronic company and the sales of that company. We apply the quantitative research approach, and the data which are used in this research are secondary data. For analysis purposes, we consider a statistical tool called simple linear regression modeling. To check the significance of the advertising on sale, definite statistical tests are applied. Based on the findings of this research, it is observed that advertising has a significant impact on sales. It is also showed that spending money on advertising through Facebook has better sales than newspapers. The finding of this research shows that the use of computer-based technologies and online mediums has a brighter future for advertising. Furthermore, a new statistical model is introduced using the Z family approach. The proposed model is very interesting and possesses heavy-tailed properties. Finally, the applicability of the proposed model is illustrated by considering the financial dataset. [ABSTRACT FROM AUTHOR]

• We broaden the content of the profit maximization problem of the product company based. • We proposed a Two-stage Pricing with Discount Model (TPDM). • We proposed a Two-stage with Discount Greedy algorithm (TSDG) and evaluated its performance. The rapid development of online social networks (OSNs) has changed the way people communicate and has brought many new opportunities for Internet product marketing. For a product company, the profit gained is directly related to the price of the product and the number of products used. Designing an effective marketing strategy is crucial to obtaining more profits. However, most existing research only focuses on maximizing product influence, rather than explicitly incorporating pricing factors into the design of marketing strategies. This article studies product marketing strategies and pricing models, and proposes a two-stage pricing discount model (TPDM). The TPDM model divides product marketing into two stages: the original price stage and the discount stage. It also studies the impact of advertising marketing (AM) and word-of-mouth marketing (WM) on the number of products used. Based on the TPDM model, a two-stage discount greedy (TSDG) algorithm is proposed to realize product pricing for product companies. At last, we use several real social network data sets for comparative experiments. The experimental results show that the TSDG algorithm divides the product marketing into two stages and pricing can tap the economic benefits of the product, so that more users can use the product. Compared with other algorithms, it not only increases the profit of the product company by more than 20%, but also improves efficiency. [ABSTRACT FROM AUTHOR]

The reinstating of temporary EU-internal physical borders and their increased safeguarding through border checks has increased the dependence of irregular migrants on organised criminal groups (OCGs) in facilitating their journeys. The article explores organisational structure and operation of OCGs operating within this under-researched human smuggling context, with a focus on the transit stage between Northern Italy and Central Europe. Results of a secondary source – and expert interview analysis reveal that these OCGs are small, multi-ethnic, decentralised, with a basic higher- and lower-tier organisational structure but can be far-reaching. It is argued that law enforcement methods alone do not suffice in reducing this illicit market and require political and socio-economic market reduction strategies, which address the precarity of human smugglers. Importantly, active labour market policies, alternatives to monetary sanctioning and urban development are measures, which constitute an increasingly defended approach for addressing illicit markets in a more long-term sustainable manner. [ABSTRACT FROM AUTHOR]

In towns where social phenomena such as poverty, migration and unemployment prevail, the informal market acquires special relevance, as is the case in Ecuador. The country has currently experienced a rise in this market, for example in the province of Pastaza, City of Puyo, where the Mariscal Market is located. In this market, most people are engaged in informal trade. A situation that has a negative impact on the economy and therefore requires an analysis which, due to the nature of the phenomenon, requires the intervention of multicriteria methods for its evaluation and decision-making. That is why this research aims to evaluate the negative impacts of informal trade related to the Mariscal de Puyo Market to offer strategies for the Government’s decision-making process. In order to select the best strategies to determine a path to follow, we used the technique called neutrosophic TOPSIS enriched with the application of the neutrosophic AHP Saaty and PESTEL. The paper ends with conclusions on the strategies to follow to mitigate the negative impacts of informal trade in this region. [ABSTRACT FROM AUTHOR]

Recent studies suggest that chronopsychological variables may play an important role in moral behavior. In the present study, we aimed to test whether a person's chronotype is associated with moral foundations profiles, distinguished in accordance with Haidt's conceptualization. Morning-oriented people generally tended to rank the importance of the five basic moral foundations – Harm/Care, Fairness/Reciprocity, Ingroup/Loyalty, Authority/Respect, and Purity/Sanctity, highest. Moreover, morningness predicted the affiliation to the "conservative" cluster, as opposed to the "liberal" moral foundations profile. However, after conscientiousness was added to the model, the effect of chronotype was no longer significant. Thus, it seems that the more conservative morality of morning people stems mainly from their elevated conscientiousness. In addition to broadening the current knowledge about the morningness-eveningness' nomological network, the present results may have some practical implications, e.g., for political marketing strategies. [ABSTRACT FROM AUTHOR]

This essay examines domestic and international marketing campaigns for the Australian prison drama, Wentworth (Foxtel, 2013–Present), as an intervention into the relationship between (digital) marketing strategies and fan engagement with televisual ideologies. We comment on how three manifestations of marketing (via two campaigns) connect back to automatization, capitalism, incarceration, and media using both technological automation and fan labor—and argue that the campaigns' use of automation and participatory culture exploited fan communication and fetishized incarceration for capitalistic gain. Extending previous scholarship around participatory culture's reliance on audience labor and applying a critical cultural studies lens, we elucidate how the show utilized cross-cultural marketing approaches that stood at ideological odds with the show's content. The first campaign, Australia's Foxtel promotion of Season Five, employed full automatization to alter the fan viewing experience and maximize profits. The second campaign by Spain's Calle 13 promoted the series' Spanish debut. The backdrop for Calle 13's campaign was drastically different, including only partial automation. It reduced fan interaction and used participatory culture to collect audience information. Both campaigns commercialized fan culture and utilized varying levels of automation to more firmly position prison as an entertainment landscape, simultaneously de-humanizing the experiences of women inmates offscreen. [ABSTRACT FROM AUTHOR]

The number of vegans has increased rapidly due to religious and ethical beliefs, environmental concerns, health, etc. Also, as interest in healthy and safe food increases, the demand for organic products or nutrition-enhanced products is increasing. Therefore, this study aimed to investigate the selection attributes and purchasing behavior for protein-fortified and vegan snacks. It is anticipated that the results would find use as basic data for developing protein-fortified snacks for vegans that can meet consumer needs and derive marketing strategies. A survey was conducted on 140 consumers. According to the analysis of their purchase behavior, the number of people who had purchased high-protein snacks and vegan snacks was higher than those who did not have prior experience. The reasons for the purchase of protein fortified snacks included ‘meal replacement’ at ‘offline-convenient store/supermarket’. Vegan snacks were purchased for ‘ethical beliefs, health, environment’ at ‘offline-vegan restaurant, bakery’. Both snacks showed above-normal preferences. However, it is necessary to improve taste and flavor when developing these products as these were the factors that negatively impacted the preferences. The attributes were factorized into the ‘showing off factor’, ‘sensory factor’, ‘credence factor’, and ‘functional factor’ and the ‘sensory factor’ was considered the most important. [ABSTRACT FROM AUTHOR]

Marketing concepts are explored in the paper with much focus on strategies that can be employed in Special Library Services. Emphasis on understanding the user’s information needs and offering customer satisfaction is stipulated. The need for marketing, developing appropriate library services and products and some marketing concepts in libraries are explored. The case study approach was used for the study and Ghana Atomic Energy Commission was used as the case. It defined the various marketing concepts such as the 7ps of the marketing mix and how libraries can do marketing of their services and resources. The results showed that due to the outdated nature of collections, users were not satisfied with using the library and 71% said they could not retrieve any information needed as a result of irrelevancy of materials. It was recommended that Management should allocate funds for collection development and effective marketing strategies such as the use of social media and relationship marketing could be adopted to market the library’s services by librarians. [ABSTRACT FROM AUTHOR]

The comprehensive B2C online marketing is analyzed, and the current situation and shortage of comprehensive B2C online marketing strategies are summarized. Then, based on the relevant theories of consumer behavior and online marketing, the model of influencing factors in the purchasing decision-making process of online consumers is preliminarily constructed, the online purchasing behavior of consumers is studied by means of questionnaire survey, and the model is revised and improved through data collection and verification. Finally, based on the model, the online marketing strategy is discussed from the aspects of comprehensive B2C online marketing construction, product positioning, price strategy, channel construction, website design, and so on. It has important guiding significance to comprehensive B2C online marketing practice. Aiming at the B2C online marketing problem of multimodel fusion with multiobservation samples, a new multimodel fusion B2C online marketing algorithm based on LS-SVM is proposed, which is suitable for multiobservation samples. In each B2C online marketing of multimodel fusion, the mode of B2C online marketing to be multimodel fusion is represented by the multiobservation sample set. Firstly, the label of the multiobservation sample set is assumed, and this assumption condition is taken as the constraint condition of the optimization problem in LS-SVM. Thus, the B2C online marketing error of multimodel fusion is obtained. The category of multiobservation samples was determined by comparing the B2C online marketing errors of multimodel fusion under two assumptions. The B2C network marketing prediction method, stacking integrated learning method based on multimodel fusion, is adopted to build a multimachine learning algorithm embedded into the stacking integrated learning B2C network marketing prediction model. Through verification, it shows that the lower the correlation degree, the better the model prediction effect. Compared with the traditional single-model prediction, the B2C network marketing prediction method based on multimodel fusion stacking integrated learning method has higher prediction accuracy. The model prediction effect is better. [ABSTRACT FROM AUTHOR]

The current state of Ukraine's economy is characterized by increased competition and the growing influence of marketing innovation on economic growth. The impact of the innovative marketing components on increasing the competitiveness of the enterprise is considered in the article, also the essence of marketing in innovation management is revealed. Such economic categories as "innovation", "innovation policy", "innovation marketing" are analyzed in the article, their role and importance in the economic activity of enterprises are identified. The influence of the components of innovative marketing on the efficiency of the general activity of the enterprise, optimization of its production process and increase of the profitability of the enterprise are also determined. At present, enterprises are facing the need to update the technological base of production, improve the quality of products produced in order to expand markets. This can be achieved through an active innovation policy and through the use of elements of innovative marketing at the enterprise. Research of the market of new production is necessary for revealing the consumers' needs on the basis of which the new image of a product can be created. It is for these purposes that it is necessary to use the components of innovative marketing, which is a special kind of purposeful creative activity for the continuous implementation of quality improvement of marketing products and tools. When developing a market strategy in domestic practice usually two types of marketing are used: product, focused on a particular product or service; consumer, focused on a group of consumers and integrated marketing, focused on both product and consumer. Each of these types of marketing is aimed at one of the two components of the sales process: the product or its buyer. In both cases, the manufacturer is at risk. Producer can make a product that it is unknown who will buy, or find a consumer, but will not be able to meet his/her requests and sell the product. Due to the active innovation policy and the use of elements of innovative marketing, enterprises can achieve renewal of the technological base of production, improve the quality of products produced in order to expand markets. [ABSTRACT FROM AUTHOR]

In the current market of online advertising, economic agents look to redirect the consumers demand to their products through the use of programmatic advertising. This type of advertising that uses Big Data and artificial intelligence, allows the companies to send advertisements to the consumers that are really interested in their products, which increases the possibility of a "match" between them. While this type of advertising can generate the competition and supply increase to the benefit of the consumers as an effect, it can also generate important risks for the correct operation of the market if they are used as unfair practice (including trademark rights infringement) and damages for the users if they ignore what is done with the data they willingly or unwillingly share. In this article we will analyze how this marketing strategy work, the benefits and risks that it represents, as well as the way such risks are being faced in the United States and European Union countries. The author aims to motivate a much deeper discussion at the South American level. [ABSTRACT FROM AUTHOR]

This teaching case focuses on the national and international expansion of IGT Motors, a Brazilian company operating in the market for twenty years that has moved most of its production to China since 2010. Nearly after the company started searching for new markets abroad and adapted its internal and communication processes to comply with other countries' preferences and regulations, the outbreak of the COVID-19 pandemic led top management to rethink its production and marketing strategies, specifically hit by involving China, country of origin of the virus. The case is about how small companies in the midst of a global expansion can deal with unexpected scenarios and emerging crisis, engaging students to reflect upon the initiatives that might be taken to overcome issues such as consumer animosity, but also to make the company less susceptible to similar situations in the future. [ABSTRACT FROM AUTHOR]

Co-creation is emerging as an important marketing strategy in the public services sector. This paper examines the mechanism through which co-creation can be employed to drive the success of developmental initiatives in the public services sector. Through a case study methodology using in-depth interviews of 16 implementation experts, the study provides with a comprehensive framework that explicates the manner in which co-creation can be used as a strategy for success in the context of public services. This study, in essence, attempts to draw on the insights of value co-creation from the business world and explores the possibility of integration of those insights with the public services sector. Based on the findings, we discuss the significant contributions the study has made to the theoretical development and conceptual enrichment of the public services management literature. [ABSTRACT FROM AUTHOR]

Growing research suggests that successful worksite wellness programs (WWPs) can be effective at reducing health costs and improving employee health. While many studies examine factors that contribute to WWP success, these primarily focus on private organizations, or they group public and private organizations together. However, public organizations encounter unique circumstances, generally, so it is important to examine them in their own right when it comes to WWP implementation. This study assesses what factors are important to WWP implementation in county government organizations. Through a conventional content analysis (Hsieh & Shannon, 2005) of interview data collected from 18 county government WWP managers, the results provide support to earlier work regarding strategies for successful WWP implementation. However, the results also add to the literature in several ways. While the importance of leadership support is well-documented, this study finds that marketing and communication strategies, which typically focus on promoting employee participation, can also be used to encourage leadership buy-in. The study also suggests that a dedicated wellness coordinator who has some organizational autonomy to make decisions about the WWP is needed. Further, the study highlights the importance of trust-building as a strategy for WWP development and implementation. Finally, it calls attention to the impact of public perceptions on county governments' WWPs, an influence unique to county organizations. [ABSTRACT FROM AUTHOR]

Embodied intelligence will unleash the potential of artificial intelligence by providing it with a body and impact every area of life. The success of the adoption of the embodied intelligence market depends on solving the technical, legal, economic, and social issues it brings with it. [ABSTRACT FROM AUTHOR]

This investigation pretends to examine the behaviour of the exporting companies in the footwear sector, one of the most important in the eastern region of Spain, which generates sustainable added value through fashion. The testimony of the managers from a representative selection of companies will show the strengths and weaknesses of their internationalization processes, paying a special attention to variables like the international marketing strategy or the managerial function. On the other hand, the descriptive analysis of the most important determinants of export performance in the sector, will show that: (1) managers are well trained, (2) both the environment and firm characteristics will influence the marketing strategy, and (3) marketing policies incorporate relational elements and certain aspects of new technologies. This results in the evolution towards an environment based on services, where the study of market conditions will be decisive to identify customer needs in the best possible way. Finally, the contribution of theories like the Resourced Based View (RBV), the dynamic capabilities or the contingency theory will be crucial from the academic point of view. [ABSTRACT FROM AUTHOR]

Marketing is an important means to promote the deepening and expansion of intelligence services in the new era. By summing up the marketing experience of the Zhejiang University Library's decision-making intelligence services, it is hoped that it will provide a reference for university libraries to better develop intelligence services oriented to the construction of "Double First-Class". Under the guidance of 7Ps marketing theory, this paper condenses the marketing path and marketing strategy of Zhejiang University Library's decision-making intelligence service. It is suggested that university libraries should keep abreast of the changes in users' needs when doing well in intelligence service marketing, adjust the library's business layout and service system in a timely manner, build a stable communication network with users, and form a timely and effective communication mechanism. [ABSTRACT FROM AUTHOR]

AARRR funnel model is adopted to analyze the operating system of library's short videos on three APPs with five indicators, Acquisition, Activation, Retention, Revenue, Referral. By comparing the similarities and differences of short video marketing between public libraries and university libraries, this paper analyzes marketing strategies and discusses issues that new social media can bring to library service extension. [ABSTRACT FROM AUTHOR]