Search

Purpose – This study aims to map the conceptual structure and evolution of the recent scientific literature published in marketing journals to identify the areas of interest and potential future research directions. Design/methodology/approach – The 100 most influential marketing academic papers published between 2018 and 2022 were identified and scrutinized through a bibliometric analysis. Findings – The findings further upheld the critical role of emerging technologies such as Blockchain in marketing and identified artificial intelligence and live streaming as emerging trends, reinforcing the importance of data-driven marketing in the discipline. Research limitations/implications – The data collection included only the 100 most cited documents between 2018 and 2022, and data were limited only to Scopus database and restrained to the Scopus-indexed marketing journals. Moreover, documents were selected based on the number of citations. Nevertheless, the data set may still provide significant insight into the marketing field. Practical implications – Influential authors, papers and journals identified in this study will facilitate future literature searches and scientific dissemination in the field. This study makes an essential contribution to the marketing literature by identifying hot topics and suggesting future research themes. Also, the important role of emerging technologies and the shift of marketing toward a more data-driven approach will have significant practical implications for marketers. Originality/value – To the best of the authors’ knowledge, this is the first comprehensive study offering a general overview of the leading trends and researchers in marketing state-of-the-art research.

The circular economy is considered by international institutions such as the United Nations and the European Union as the most urgent strategy to orient the economic development model towards sustainability. To find concrete applications, the circular economy requires greater awareness in consumers and businesses. The Italian paper industry, which boasts high levels of competitiveness at an international level, has initiated important restructuring and rationalization processes over the last decade with a view to recycling and sustainability. Only the final phase of the production process is yet to comply with all circular economy criteria, that is, the recovery of production waste (pulper). Hence, the actual technological and strategic challenge of the paper industry is to phase out landfilling of recyclable waste and implement energy recovery strategies, as well as promoting the use of renewable sources.

Two basic approaches to forecasting the innovative development of industries: cyclic theory and theory of competitive advantages are identified and analyzed in the article. The necessity of taking into account the specific of industries in predicting their innovative development is substantiated. Basic theoretical concepts are used to predict the development of the pulp and paper industry. It is proposed classification of innovative types of companies that helps to the form the direction of innovative development.

Early in 2020 the COVID-19 pandemic began to impact countries across the world. Within weeks, people’s normal social behavior had to be changed in order to stop the spread of the disease. In Canada, where this study takes place, governments and public health departments were the primary and trusted information sources. Photographs of retail signs were taken by the author in one neighborhood in a major Canadian city in March and April. Along with descriptive information, the author speculates on the meaning conveyed by the printer-paper signs, beyond their traditional role of supporting wayfinding. Paper’s relative fragility may have simultaneously reflected the uncertainty that people felt in the early days of the pandemic, while its familiar and timeless presence may have provided a sense of emotional security and direction. Marking a return to “business as usual”, stores replaced many, but not all of the informal signs with professionally produced and branded signs suggesting that the early “blind panic” had been replaced by a form of “steady state”. One could say that retailers demonstrated corporate social responsibility through their efforts in creating and posting the signs to create awareness of, educate, and reinforce the new and changing social distancing behaviors.

Purpose – In many industries, perceived service value is found to be a significant mediator between perceived service quality and customer satisfaction and loyalty. Therefore, this paper aims to test a conceptual model of perceived service value with its antecedents, such as perceived price and perceived service quality, and consequences, customer satisfaction and loyalty, in the retail banking industry. Design/Methodology/Approach – For the empirical study, a measurement instrument was developed and tested for validity and reliability. Measures were assessed with exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM). A structural model with five reflective constructs was evaluated to test direct and indirect relationships among constructs. Findings and implications – Results confirm a mediating role of perceived value in relationships between perceived price, perceived service quality, customer satisfaction, and customer loyalty in the case of retail banking services. Limitations – Because the results are directly relevant only to customers and marketing managers of retail banking services, generalizations of the findings beyond the immediate population observed should be made with caution. Originality – This paper extends existing knowledge with both direct and indirect effects among researched concepts, and shows the importance of perceived service value in achieving satisfied and loyal customers in retail banking services.

Purpose – Most papers and books on conducting literature reviews primarily emphasize achieving technical quality, ensuring reproducibility and validating results. Notwithstanding the need for technical excellence, there is also a need for relevance. The purpose of this study is to address that need and offer practical and constructive suggestions for enhancing the meaningful contribution of a literature review, thereby increasing its impact and relevance for publication. Design/methodology/approach – In this conceptual paper, the authors explore strategies to enhance the relevance and contribution of a literature review. By clarifying the needs of diverse audiences and the principles of generating new insights, the authors provide a broad range of options without being prescriptive. Recognizing that every literature review is unique, this paper contrasts various approaches to offer flexible and adaptable guidance. Findings – Literature reviews can be enjoyable to read and write, offering a wide range of substantial contributions that meet the expectations of readers and journal editors. This paper offers practical suggestions for prospective authors to make their reviews more relevant, invaluable and engaging, and summarizes these suggestions in a comprehensive checklist. Research limitations/implications – The paper is not exhaustive but rather complements prevalent literature review methodologies. Originality/value – Existing literature offers limited guidance on enhancing a review’s contribution to science, academic inquiry and society. This paper fills that gap by providing both academic considerations and practical recommendations, drawing on the author’s extensive experience in reviewing and conducting literature reviews. Claves para mejorar el impacto de las revisiones de literatura: directrices para realizar contribuciones significativas Objetivo – La mayoría de los artículos y libros sobre la realización de revisiones de literatura enfatizan principalmente la obtención de calidad técnica, asegurando la reproducibilidad y validando resultados. A pesar de la necesidad de excelencia técnica, también existe la necesidad de la relevancia. El presente artículo aborda esa necesidad y tiene como objetivo ofrecer sugerencias prácticas y constructivas para mejorar la contribución significativa de una revisión de literatura, aumentando así su impacto y relevancia para su publicación. Diseño/metodología/enfoque – En este artículo conceptual, los autores exploran estrategias para mejorar la relevancia y la contribución de una revisión de literatura. Al clarificar las necesidades de audiencias diversas y los principios para generar nuevos conocimientos, los autores proporcionan una amplia gama de opciones sin ser prescriptivos. Reconociendo que cada revisión de literatura es única, este artículo contrasta varios enfoques para ofrecer orientación flexible y adaptable. Resultados – Las revisiones de literatura pueden ser placenteras de leer y escribir, ofreciendo una amplia gama de contribuciones sustanciales que satisfacen las expectativas de los lectores y editores de revistas. Este artículo ofrece sugerencias prácticas para que los autores potenciales hagan que sus revisiones sean más relevantes, valiosas y atractivas, y resume estas sugerencias en una lista de verificación integral. Originalidad – La literatura existente ofrece una orientación limitada sobre cómo mejorar la contribución de una revisión a la ciencia, la investigación académica y la sociedad. Este artículo cubre ese vacío proporcionando consideraciones académicas y recomendaciones prácticas, basadas en la extensa experiencia de los autores en la revisión y realización de revisiones de literatura. Limitaciones/implicaciones de la investigación – El artículo no es exhaustivo, sino que complementa las metodologías prevalentes de revisión de literatura. 提升文献综述影响力：提出有意义贡献的指南 目的 – 大多数关于如何进行文献综述的文章和书籍主要强调实现技术质量、确保可重复性和验证结果。尽管技术卓越性至关重要, 但同样需要注重相关性。本文正是为了满足这一需求, 旨在提供实用且建设性的建议, 以增强文献综述的有意义贡献, 从而增加其发表的影响力和相关性。 设计/方法论/途径 – 在这篇概念性文章中, 作者探讨了增强文献综述相关性和贡献的策略。通过阐明多样化受众的需求和生成新见解的原则, 作者提供了广泛的选项, 而不是一味地指示。认识到每篇文献综述都是独一无二的, 本文对比了各种方法, 以提供灵活和适应性的指导。 研究结果 – 文献综述可以既有趣味性又富有实质性贡献, 满足读者和期刊编辑的期望。本文为潜在作者提供了实用的建议, 使他们的综述更具相关性、不可或缺且引人入胜, 并将这些建议总结在一个全面的清单中。 独创性 – 现有文献对如何增强综述对科学、学术研究和社会的贡献提供的指导有限。本文通过结合学术考虑和实际建议, 弥补了这一空白, 基于作者在审阅和进行文献综述方面的丰富经验, 提供了独特的见解。 研究限制/启示 – 该文章并非详尽无遗, 而是对现有文献综述方法的补充。

Purpose – Given the pressing global challenges underpinning the United Nations’ Sustainable Development Goals, marketing managers can no longer focus only on purely economic outcomes but must simultaneously respond to social and environmental concerns. This requires the teaching of new competencies in marketing education, as also reflected in today’s accreditation requirements for business schools. Therefore, this paper aims to explore how current research into marketing education incorporates sustainable development. Design/methodology/approach – Through a bibliometric literature review – examining 71 publications using the bibliographic coupling method – the current research front in marketing education is analysed. Findings – This paper identifies seven trending topics in marketing education research that both highlight a currently prevalent sustainability gap in marketing education research and – when combined into a framework – help marketing education researchers and educators to address this gap. Originality/value – This paper extends the already established concept of education for sustainable development to include the concept of marketing education for sustainable development (MESD) for the first time. The MESD framework combines its raison d’être with guidance on how sustainable development should be taught and what the learning objectives should be for future marketing managers. Propósito – Dados los apremiantes retos mundiales que sustentan los Objetivos de Desarrollo Sostenible (ODS) de las Naciones Unidas, los directores de marketing ya no pueden centrarse únicamente en los resultados puramente económicos, sino que deben responder simultáneamente a las preocupaciones sociales y medioambientales. Esto requiere la enseñanza de nuevas competencias en la educación de marketing, como también se refleja en los requisitos de acreditación actuales para las escuelas de negocios. Por lo tanto, este documento explorará cómo la investigación actual sobre la educación en marketing incorpora el desarrollo sostenible. Metodología – A través de una revisión bibliométrica de la literatura -examinando 71 publicaciones mediante el método de acoplamiento bibliográfico- se analiza el frente actual de la investigación en educación en marketing. Resultados – En este artículo se identifican siete temas de tendencia en la investigación sobre educación en marketing que ponen de manifiesto una laguna en materia de sostenibilidad que prevalece actualmente en la investigación sobre educación en marketing y que, combinados en un marco, ayudan a los investigadores y educadores en educación en marketing a abordar esta laguna. Originalidad – Este artículo amplía el concepto ya establecido de Educación para el Desarrollo Sostenible (EDS) para incluir por primera vez el concepto de Educación en Marketing para el Desarrollo Sostenible (EMDS). El marco EMDS combina su razón de ser con orientaciones sobre cómo debe enseñarse el desarrollo sostenible y cuáles deben ser los objetivos de aprendizaje para los futuros directores de marketing. 目的 – 鉴于联合国可持续发展目标（SDG）所依据的紧迫的全球挑战, 营销经理不能再只关注纯粹的经济成果, 而必须同时应对社会和环境问题。这就要求在营销教育中教授新的能力, 这也反映在当今商学院的认证要求中。因此, 本文将探讨目前对市场营销教育的研究是如何纳入可持续发展的。 方法 – 通过文献计量学文献综述–使用文献耦合法对71份出版物进行研究–分析了当前市场营销教育的研究前沿。 研究结果 – 本文确定了营销教育研究中的七个趋势性课题, 这些课题既突出了当前营销教育研究中普遍存在的可持续发展差距, 又–当结合成一个框架–帮助营销教育研究者和教育者解决这一差距。 原创性 – 本文扩展了已经建立的可持续发展教育（ESD）的概念, 首次将可持续发展的营销教育（MESD）的概念纳入其中。MESD框架将其存在的理由与指导如何教授可持续发展以及未来营销经理的学习目标相结合。

Purpose – This paper aims to review the existing literature about consumers’ evaluation of products in virtual reality (VR), provide an accurate overview of this field, systematise the knowledge developed so far, identify the research gaps and propose a future research agenda. Design/methodology/approach – A systematic literature review was performed on Scopus and Web of Science, resulting in a final pool of 31 articles. Findings – Four main themes were identified, and a detailed research agenda is proposed based on the findings and following the theory, context, characteristics, methodology framework. Research limitations/implications – The provision of formal inclusion and exclusion criteria may have resulted in additional potentially relevant articles not indexed in the data set under consideration. Originality/value – The paper highlights how products are perceived in VR, the consumers’ responses, the peculiarities of VR compared to other conditions and VR as a product test environment. To the best of the authors’ knowledge, this paper seems to represent the first systemic review that focusses solely on how consumers assess products in VR. The results lead to a broad proposal of directions for future research that can expand knowledge on VR in marketing. Practical implications concern the use of VR to design product strategies and as a testing and prototyping environment. Objetivo – Este artículo revisa la literatura existente sobre la evaluación de los consumidores de productos en Realidad Virtual, proporciona una visión precisa de este campo, sistematiza el conocimiento desarrollado hasta el momento, identifica las lagunas en la investigación y propone una agenda de investigación futura. Metodología – Se realizó una revisión sistemática de la literatura en Scopus y Web of Science, que dio como resultado un conjunto final de 31 artículos. Resultados – Se identificaron cuatro temas principales y se propone una agenda de investigación detallada basada en las conclusiones y siguiendo el marco Teoría, Contexto, Características, Metodología. Limitaciones de la investigación – La provisión de criterios formales de inclusión y exclusión puede haber dado lugar a artículos adicionales potencialmente relevantes no indexados en el conjunto de datos considerado. Originalidad – El artículo destaca cómo se perciben los productos en la Realidad Virtual, las respuestas de los consumidores, las peculiaridades de la Realidad Virtual en comparación con otras condiciones y la Realidad Virtual como entorno de prueba de productos. Esta parece representar la primera revisión sistémica que se centra exclusivamente en cómo los consumidores evalúan los productos en la Realidad Virtual. Los resultados conducen a una amplia propuesta de direcciones para futuras investigaciones que puedan ampliar los conocimientos sobre la Realidad Virtual en el marketing. Las implicaciones prácticas se refieren al uso de la Realidad Virtual para diseñar estrategias de producto y como entorno de prueba y creación de prototipos. 目的 – 本文回顾了现有的关于消费者对虚拟现实产品评价的文献, 提供了这个领域的准确概述, 系统化了迄今为止的知识, 确定了研究差距, 并提出了一个未来的研究议程。 设计/方法/途径 – 在Scopus和Web of Science上进行了系统的文献综述, 最终形成了31篇文章的资料库。 研究结果 – 确定了四个主要的主题, 并根据研究结果, 按照理论、背景、特征、方法框架提出了详细的研究议程。 研究局限性 – 提供正式的纳入和排除标准可能会导致更多潜在的相关文章没有被收录到所考虑的数据集中。 原创性 – 文章强调了产品在虚拟现实中是如何被感知的, 消费者的反应, 与其他条件相比虚拟现实的特殊性, 以及虚拟现实作为产品测试环境。这似乎代表了第一个只关注消费者如何在虚拟现实中评估产品的系统性评论。研究结果为未来的研究方向提出了一个广泛的建议, 可以扩展营销中的虚拟现实知识。实际意义在于使用虚拟现实技术来设计产品策略, 并作为测试和原型设计环境。

Digital Twins (DTs) developments are still in the pilot stages of deployment in supply chain management (SCM), and their full integration with real-time synchronization and autonomous decision-making poses many challenges. This paper aims to identify these common challenges and provide a conceptual framework for establishing a Digital Twin (DT) system to improve supply chain management performance. The paper presents a systematic literature review of 129 research papers on DT applications for SCM improvement. The selected papers were reviewed and classified into three categories: manufacturing and production, supply chain, and logistics. The development of digital technologies such as the Internet of Things (IoT), Radio Frequency Identification (RFID) devices, cloud computing, cyber-physical systems (CPSs), cybersecurity (CS), and simulation modeling has increased the opportunities to explore the creation of supply chain DTs. However, there are limitations and various challenges due to the complexity of most systems. The results indicate that DT for SCM should include external links (i.e. suppliers, distributors) and internal links (i.e. procurement, production, logistics) to deal with any disruption through data-driven modeling with real-time synchronization. Based on the review findings, this study proposes a three-layered conceptual framework to improve supply chain management performance. The proposed framework provides future directions for DT research in SCM. It provides a holistic and integrated approach to DT implementation, the common DT technologies, and data analytics techniques for improved supply chain performance.

The vehicle routing problem (VRP) is a combinatorial optimization problem that determines optimal routes to enhance distribution efficiency. One of the most popular strategies in freight distribution is multi-echelon distribution. Multi-echelon distribution networks often apply to supply chain management, land transportation, the maritime industry, aviation, etc., and rely on VRP. This comprehensive review systematically analyses 382 papers retrieved through the Scopus database. We use a bibliometric and network analysis tool to complete a systematic literature mapping identifying key interrelationships and research clusters. The analysis depicts five main research clusters: green logistics and decision analysis, scheduling and inventory optimization, VRP for city logistics, mathematical modeling and optimization, and outbound logistics and customer service, identified based on author keywords of the systematically derived paper pool. Each cluster is provided with foundational knowledge, concepts, theories, and employed techniques. Finally, future studies are suggested to explore more comprehensive investigation in highly discussed domains like city logistics problems in e-commerce, vehicle routing problems for sustainable logistics, and technological advancement-based applications.

Drawing on ethnomethodological conceptualizations of reflection and reflexivity, this paper develops a radical reflexive discourse of technology as simulacra, and critically examines the study of technology and the lessons to be learned from this perspective. As such, the paper investigates the textual practices in determinist, humanist, and post-humanist writings about technology, and re-conceptualizes the concept of technology as a radically postmodern notion.

This paper summarizes the arguments and counterarguments within the scientific discussion on the issue of electronic advertising in Saudi Arabia. The main purpose of this research is to explore the impact of internet advertising on companies’ visits to stores through an exploratory study. The systematization of literary sources and approaches for solving electronic advertising problems indicates that new mediating and moderating variables could have an impact on the relation between Internet advertising and visits to stores. In this research, the disposition to visit the point of sale is assimilated as a mediating construct rather than an implication with the product as a moderating variable. The relevance of this scientific problem decision is that this investigation of the consequences of electronic advertising for offline customer comportment in Saudi Arabia is unprecedented research that seeks to address this interesting question. The investigation of the role of online advertising and the impact of mediating and moderating variables on the visit to the store in the paper was carried out in the following logical sequence: the data were collected via an electronic survey. Of the 500 randomly selected Internet users in Saudi Arabia, only 350 responses were valid. This research used a structural equation model and multigroup analysis to examine the direct and indirect influences of variables. This paper presents the results of an empirical analysis that revealed a positive relation between internet advertising and visits to points of sale. The disposition to visit the point of sale mediates the relationship between Internet advertising and concrete visits to the store. The effect of the product moderates the effect of internet advertising on the disposition to visit the point of sale in Saudi Arabia. The research empirically confirms and theoretically proves that Saudi shoppers fine online advertising to be attractive when this advertising must have some actions and concepts flash. Therefore, Saudi directors should follow this form and use an effective mixture of content and animation. The e-shoppers who are involved are persons who have little engagement; for this reason, they are simply concerned about the tools of the publicity communication.

The aim of this research paper is to engage with the ongoing scientific discourse surrounding the impact of electronic human resources management (E-HRM) technology on organizational sustainability, performance, and innovation within the context of the dynamic Saudi Arabian hospitality industry. Drawing upon a quantitative research methodology, this study seeks to unveil the intricate relationship between the latent variable (e-HRM) and the dependent variables, namely, organizational innovation, organizational performance, and organizational sustainability. The systematic organization of literary sources and research approaches underpins the comprehensive nature of this study, which holds particular relevance against the backdrop of Saudi Arabia's ambitious Vision 2030 development plan. The plan envisions diversifying the economy, reducing dependence on oil, and fostering sustainable growth – objectives that resonate strongly with the challenges and opportunities within the hospitality sector. The paper progresses logically, employing robust statistical software such as SPSS version 25 and SmartPLS 3.3.5 to rigorously evaluate and test the measuring and structural models. This meticulous approach includes hypothesis testing to assess indicators' reliability, convergent validity, and discriminant validity. The study meticulously examines a sample of 438 employees within the Saudi hospitality industry. Methodological tools, including detection analyses and correlation analysis, are deployed to ensure the integrity and accuracy of the data. The Saudi hospitality industry is strategically selected for its pivotal role in job creation, economic prosperity, and overall image projection. Empirical analysis forms the crux of this paper, revealing compelling results that underscore the positive and significant influence of e-HRM technologies on organizational innovation, organizational performance, and organizational sustainability. The model's robust fit, as evidenced by the SRMR value of 0.074 and the NFI score of 0.911, accentuates the reliability and validity of the research. Furthermore, the paper employs the blindfolding technique to assess the model's predictive validity, revealing effect sizes of 0.223, 0.109, and 0.439 for organizational innovation, organizational performance, and organizational sustainability, respectively. This research not only empirically confirms but also theoretically substantiates the pivotal role of e-HRM technologies in shaping organizational outcomes. By delving into the mediating relationship between organizational performance and organizational innovation, this study contributes significantly to understanding how e-HRM technologies can be a catalyst for organizational sustainability in the unique context of the Saudi hospitality industry. Beyond the academic realm, the findings provide actionable insights for policymakers, industry professionals, and stakeholders, aligning with the overarching goals of Saudi Vision 2030 to foster sustainable growth and development.

This paper analyses the digitalization of museum marketing as an innovative tool for customer evaluation. The content analysis of digital tools created by the most visited museums in the world on social networks such as Facebook, Twitter and Instagram were carried out. To obtain statistical information about the pages of museums in social networks, the social media analytics and management tool Fanpage Karma was used. According to the selected indicators, Fanpage Karma filters the rating of the networks' current strongest content. The correlation between the number of museum visits and indicators showing the interaction of the museum with visitors using social networks, such as the number of fans, the page performance index, the number of posts per day, the growth rate of followers, post interactions, and the number of total reactions and comments, was evaluated. The aim of this paper is to analyse the impact of museum marketing digitalization processes on museum visits by tourists and, as a result, the economic development of the museum business. To monitor the digitalization strategy of the museum's marketing activities, a mixed approach based on qualitative and quantitative analysis was used. Multivariate analysis was carried out to determine the relationship between museum attendance and the interaction between museums and subscribers in social networks. It has been proven that the introduction of digital technologies in museum marketing can attract visitors and put the institution at the new informational level. The number of museum visits and the number of fans, the number of posts per day, interactions, and the number of reactions and comments are the same across all social networks. The paper allows us to know the potential audience of the museum and its needs and requests and to predict the interests of certain categories of museum visitors. The scientific novelty and originality of the research consists of the use of digital marketing tools for evaluating their influence on client behaviour. The results of the study may be useful for the development of monitoring systems and strategic management of marketing when evaluating the behaviour of consumers on the content of social networks at enterprises in various industries.

The issue of warning labels on sweet beverage product packaging needs to be tested to determine its role in reducing product consumption. This study aims to examine the impact of warning labels on attention, risk perception, and purchase intention for sweet drink products. The paper conducted an experiment involving 120 participants. Most respondents fall within the age range of 25 to 34 years (38.30%). The analysis was conducted at sports facilities, schools, and playgrounds – in three major cities in Indonesia (Jakarta, Bandung and Surabaya). Two stimuli, sugar content labels and visual warning labels, were used after a pilot study. For data analysis, the study used univariate analysis of variance to assess the significance of each label stimulus interaction. Furthermore, this paper employed t-tests to check the significance of comparisons between cells. Through the difference test, the three hypotheses were accepted and had a significant effect. The findings reveal that the influence of visual warning labels on attention (t-value = 66.015), perceived risk (t-value = 68.064), and purchase intention (t-value = 60.483) is more significant than sugar content labels. These findings can serve as a set of innovative policies to support the success of demarketing strategies for sweet beverage products by governments and social marketing activists.

Wondertrunk & Co., founded in 2016, is an inbound company with a mission to transform local regions in Japan into global travel destinations. Based on the difference between tourism marketing, which considers tourist destinations as products, and conventional marketing, this paper examines Wondertrunk & Co.’s approach in the context of tourism marketing. This approach targets wealthy Western travelers to fulfill the objectives of Japan’s tourism policy of “sustainable tourism,” “expansion of consumer spending,” and “promotion of regional tourism”. The analysis focuses on destination marketing campaign projects carried out in collaboration with the Japan Tourism Agency and local governments, as well as the tourism business tailored to wealthy Western travelers. This paper concludes that the key success factors are (1) comprehensive marketing analysis and STP strategy development, (2) relationship building with international travel agencies, and (3) customization of luxury tourism services.

Counterfeit luxury goods refer to goods that closely resemble the original luxury goods, and consumers purchase these goods while being aware that they are counterfeits. To explain this consumer purchasing behavior, existing research has explored consumers’ motivations for purchase of counterfeit luxury goods. However, no study has thoroughly reviewed the latest trends in this field. Therefore, this paper selects the ten latest articles published in major academic journals in the field of marketing and organizes them from four perspectives: social, moral, cognitive, and online behavioral. The paper also identifies two future directions for research in this area: exploration of the impact of secondary markets and subscription services for luxury goods on counterfeit purchases, and exploration of the impact of the experiential value offered by luxury goods on counterfeit purchases.

Avoiding failures in the service delivery process is challenging, even for outstanding service companies. Service failure refers to the situation where the provided service falls short of customer expectations. Customer responses to such failures range from direct or indirect expression of dissatisfaction to negative word-of-mouth. These responses are collectively referred to as “customer complaining behavior”. With a focus on the cognition-emotion approach, this paper synthesizes two crucial bodies of prior literature on customer complaining behavior. The first concentrates on the conceptual development of this behavior, revealing its multifaceted nature. The second examines the antecedents of customer complaining behavior, considering cognitive, emotional, personality, and situational factors. By systematically organizing these bodies of prior research, this paper elucidates the theoretical advances in understanding customer complaining behavior and identifies research gaps. In particular, the paper proposes three directions for future research to advance scholarly inquiry and deepen understanding of the complexity of customer complaining behavior in service environments.

Purpose – This paper aims to review the topic of “luxury fashion consumption”, a field of recent interest for academics and practitioners. However, a literature review that can map the existing knowledge and aggregate it into relevant topics and offers a research agenda for future research is still lacking. Methodology – This paper uses a systematic review and a text mining approach to analyse 73 articles on luxury fashion consumption aiming to clarify, rationalise and critically interpret the literature on luxury fashion consumption; identify the core topic, create an integrative framework of core constructs; and offer research gaps and suggest a research agenda for future studies. Findings – From this analysis, eight major research topics are found and analysed (brand desire, authenticity, luxury markets, value perceptions, luxury retail experience, luxury brands communication, responsible consumption and sustainability and status signalling). Based on these topics and following the TCM framework, this review offers directions for future research. Value – This research offers a text-mining review of luxury fashion consumption to help scholars and managers further develop this field, as there is no comprehensive review on the topic exploring the themes, theories, constructs and methods used in prior studies. Objetivo – Este artículo pretende revisar el “consumo de moda de lujo”, un tema de reciente interés para académicos y profesionales. Sin embargo, sigue faltando una revisión de la literatura que pueda ordenar el conocimiento existente y aglutinarlo en temas relevantes y que ofrezca una agenda de investigación futura. Metodología – Este trabajo emplea una revisión sistémica de la literatura y la minería de textos para analizar 73 artículos sobre el consumo de moda de lujo con el objetivo de (i) aclarar, racionalizar e interpretar críticamente la literatura sobre el consumo de moda de lujo, (ii) identificar el tema central, crear un marco integrador de constructos clave y (iii) presentar las lagunas de la investigación y sugerir una agenda de investigación para futuros estudios. Resultados – A partir de este análisis, se identifican y analizan ocho temas principales de investigación (el deseo de marca, la autenticidad, los mercados de lujo, las percepciones de valor, la experiencia de la venta al por menor de lujo, la comunicación de las marcas de lujo, el consumo responsable y la sostenibilidad, y la señalización de estatus). Sobre la base de estos temas y siguiendo el marco del TCM, esta revisión propone líneas para futuras investigaciones. Originalidad – Esta investigación ofrece una revisión de la minería de textos sobre el consumo de moda de lujo para ayudar a los académicos y gestores a seguir desarrollando este campo, ya que no existe una revisión exhaustiva sobre el tema que explore los conceptos, teorías, constructos y métodos utilizados en estudios previos. Tipo de papel – Revisión de la literatura 目的 – 本文旨在回顾 “奢侈时尚消费”, 这是学术界和从业人员最近关注的一个话题。然而, 目前仍然未能将现有知识分类并为未来研究提供议程的文献回顾。 方法 – 本文使用系统的文献综述和文本挖掘, 分析了73篇关于奢侈时尚消费的文章。此文目的是：（1）批判性地解释关于奢侈时尚消费的文献; （2）确定中心主题, 建立综合框架; （3）提出研究缺憾, 为未来的研究提出议程。 结果 – 从这个分析中, 我们发现并分析了八个主要的研究主题（品牌欲望、真实性、奢侈品市场、价值认知、奢侈品零售体验、奢侈品品牌传播、负责任的消费和可持续性、以及地位信号）。基于这些主题并遵循TCM框架, 本评论提出了未来研究的方向。 原创性 – 目前还没有关于该主题的全面文献回顾, 以探索以前研究中使用的概念、理论、构造和方法。本研究对奢侈时尚消费的文本挖掘进行了回顾, 以帮助学者和管理者进一步发展该领域。 文章类型 – 文献评论

Purpose – Global adoption of the internet and mobile usage results in a huge variation in the cultural backgrounds of consumers who generate and consume electronic word-of-mouth (eWOM). Unsurprisingly, a research trend on cross-cultural eWOM has emerged. However, there has not been an attempt to synthesize this research topic. This paper aims to bridge this gap. Methodology – This research paper conducts a systematic literature review of the current research findings on cross-cultural eWOM. Journal articles published from 2006 to 2021 are included. This study then presents the key issues in the extant literature and suggests potential future research. Findings – The findings show that there has been an upward trend in the number of publications on cross-cultural eWOM since the early 2010s, with a relatively steeper increase toward 2020. The findings also synthesize cross-cultural eWOM research into four elements and suggest potential future research avenues. Value – To the best of the authors’ knowledge, there is currently no exhaustive/integrated review of cross-cultural eWOM research. This research fills the need to summarize the current state of cross-cultural eWOM literature and identifies research questions to be addressed in the future. – El boca a boca electrónico cross-cultural: una revisión sistemática de la literatura Objetivo – La adopción global de Internet y los móviles da lugar a una enorme diferencia en el origen cultural de los consumidores que generan y consumen el boca a boca electrónico (eWOM). No es de extrañar que haya surgido una tendencia de investigación sobre el eWOM transcultural. Sin embargo, no se ha intentado sintetizar este tema de investigación. El objetivo de este artículo es subsanar esta carencia. Metodología – Este trabajo de investigación realiza una revisión bibliográfica sistemática de las investigaciones realizadas sobre eWOM transcultural. Se incluyen artículos de revistas publicados desde 2006 hasta 2021. A continuación, el estudio presenta las cuestiones clave de la literatura existente y sugiere posibles investigaciones futuras. Resultados – Los resultados muestran que ha habido una tendencia al alza en el número de publicaciones sobre eWOM intercultural desde principios de la década de 2010, con un aumento relativamente creciente hacia 2020. Los resultados también sintetizan la investigación sobre eWOM intercultural en cuatro elementos y sugieren posibles vías de investigación futuras. Valor – Actualmente no existe una revisión exhaustiva/integrada de la investigación sobre el eWOM cross-cultural. Esta investigación satisface la necesidad de resumir el estado actual de la literatura sobre eWOM cross-cultural e identifica las cuestiones de investigación que deben abordarse en el futuro. – 跨文化电子口碑研究：系统性文献回顾 摘要 目的 – 在互联网全球化以及移动手机的广泛使用的背景下, 不同文化背景的消费者都在贡献电子口碑（eWOM）。这使得电子口碑存在文化差异。然而, 还没有人试图对这个研究课题进行综合分析。本文的目的就是要弥补这一空白。 方法 – 本研究论文对目前关于跨文化eWOM的研究成果进行了系统的文献回顾。包括2006年至2021年发表的期刊文章。然后, 本研究提出了现有文献中的关键问题, 并提出了潜在的未来研究。 研究结果 – 研究结果显示, 自2010年初以来, 关于跨文化eWOM的出版物数量呈上升趋势, 到2020年时增幅相对较大。研究结果还总结了跨文化eWOM研究的四个要素, 并提出了潜在的未来研究途径。 价值 – 目前还没有关于跨文化eWOM研究的详尽/综合的回顾。这项研究填补了总结跨文化电子WOM文献现状的需要, 并确定了未来要解决的研究问题。

To justify the production of green products, it is necessary to anticipate the choice of consumers toward products with different environmental friendliness. Therefore, it is necessary to understand the factors that determine this choice, particularly value factors. The study is based on the idea that a consumer is stimulated to eco-consumption by a set of values, not excluding individualist values; and the influence of values is mediated by motives. The purpose of the study is to develop the theoretical foundations of constructing a three-level system of value factors of green consumption on the example of office paper consumption. As a result, the study formed a system of factors containing preferences, motives, and values of office paper consumers. According to the proposed approach, for each respondent, quantitative characteristics of the elements of the system of factors were determined through a survey, which made it possible to identify correlation relationships between the elements. A pilot study was used to test the proposed approach to constructing a value factors system. The results of the pilot survey showed a positive connection between eco-friendliness of consumer preferences – through motives – with such values as “Nature,” “Self-development,” “Country success,” and “Social power.” This finding provides additional justification for the assumption that individuals are driven to green consumption not only by socially oriented values but also by individualistic values. Identifying the value factors of green consumption will allow predicting consumer behavior and influencing it through targeted marketing offers.

Purpose: This paper presents a comprehensive exploration of the theoretical underpinnings of influencer marketing, with a particular emphasis on identifying and elaborating on key research opportunities in the field. As influencer marketing continues to evolve, understanding these critical research areas becomes imperative for scholars and practitioners alike. Design / Methodology / Approach: Utilizing a synthesis of existing literature, critical and in-depth analysis, this paper examines seven distinct research opportunities within influencer marketing. These opportunities address pressing questions surrounding the measurement of influencer impact, content strategy formulation, platform selection, personal brand alignment, AI integration, influencer-content creator distinctions, and considerations of cultural and generational differences. Findings and Implications: The research uncovers critical insights into the evolving landscape of influencer marketing, applying qualitative research in order to advance theory and unravel intricate relationships in this field. It highlights the need for nuanced measurement metrics beyond mere follower counts, underscoring the importance of influencer-consumer alignment. Additionally, the study emphasizes the critical role of authentic content narratives and platform-specific strategies. The integration of AI and the emergence of AI-powered influencers present a transformative shift, necessitating further investigation. Limitations: As a qualitative research endeavor, this paper acknowledges the constraints of limited generalizability inherent in this methodology. The findings may be contextually bound, and further empirical studies may be necessary for broader applicability. The qualitative nature of this research may provide rich insights, but lacks the statistical robustness associated with quantitative approaches. Originality: This paper stands out by placing the spotlight on seven vital research opportunities within the domain of influencer marketing. It recognizes these opportunities as the crux of the field’s evolution, offering valuable insights for practitioners, researchers, and policymakers.

This paper examines the critical role of inflation accounting in adjusting financial statements to accurately reflect the impact of inflation on the economy. The primary objectives are twofold: examine the process of restating balance sheets and income statements, emphasizing the limitations inherent in historical cost accounting; and investigate the practical usefulness of price indices in identifying complex changes in the value of monetary and non-monetary assets and liabilities. It uses a systematic analysis of the restatement process, delving into the application of the Constant Purchasing Power Accounting (CPPA) method. The study used Royal Dutch Airlines Company for the years 2018-2019 financial data, including varying different inflation levels. The results of the analysis reveal that indexing revenues under the CPPA method improves liquidity, profitability, and solvency ratios. This improvement is particularly evident in the cash flow statement analysis, where corrections are minimized compared to historical cost accounting. The CPPA method appears to be a powerful solution to the limitations imposed by historical costing in inflationary environments. It is worth noting that the research reveals differences in the practical application of inflation calculations between countries, depending on economic and regulatory factors. This paper calls for continued research efforts to delve deeper into the implications of inflation for different industries, economies and financial reporting frameworks.

Mixed methods enable researchers to yield credible information, data, and results in marketing research. However, the challenge lies in maintaining transparency and comprehensiveness in reporting due to complexities in the process. The objective of this paper is to provide a comparative critical review of three high-quality papers, emphasizing marketing research through a mixed methods approach. A review of mixed methods is explained, followed by the implementation of a comparative critical analysis for three selected journal articles. The first paper (P1) delves into the impact of e-CRM on the performance of SMEs in the UK, while the second (P2) investigates the driving forces behind the adoption of mobile ad blockers. The third paper (P3) analyses the intricate relationship between marketing innovation, R and D investment, and new product performance. Although each paper has a different emphasis on marketing (CRM, mobile ad blockers, and innovation), several similarities are discovered. First, most of the papers’ references were connected to their similar earlier paper, focusing on marketing innovation. Second, they shared similar significance for marketers or C-level management in understanding the scientific process of establishing marketing innovation, especially using a digital approach. Third, the sampling procedure is not disclosed which might affect the representativeness. This article helps in understanding the mixed methods approach and assists in developing a more transparent mixed methods approach in marketing research. In conclusion, reviewing, analyzing, and comparing journal articles with similar focus and methods might add methodological and substantial insights in marketing research.

The aim of this paper is to examine how smart roasters, one of the forms of Digital Transformation (DX) in the field of coffee bean roasting, are involved in the process of building branding in the specialty coffee business, with a focus on the interaction between coffee roasting profile data and roasters. In recent years, as the specialty coffee market has expanded in Japan, an increasing number of roasters and coffee shops have introduced smart roasters. In this paper, we focus on smart roasters that promote DX of coffee roasting as a major element supporting the specialty coffee business and examine how they engage in the construction of coffee branding. To this end, we clarify the positioning of the specialty coffee business in the coffee industry in Japan. Through case studies, we describe how smart roasters are involved in the branding of specialty coffee shops and the role roasters play in this process.

Sovereign Wealth Funds SWFs play a crucial role in global financial markets, particularly during periods of crisis. This paper delves into the impact of SWF interventions on inflation rates amidst financial crises. By analyzing historical data of some emerging country how possessed a SWFs, the paper examines how SWFs actions affect inflation dynamics. Additionally, the paper investigates the relationship between SWF interventions and inflation rate. Through empirical analysis, the paper provides insights into the extent to which SWF interventions contribute to inflation volatility and stability during times of crisis. Understanding the interplay between SWFs and inflation is essential for macroeconomic stability in the face of financial turmoil.

The purpose of this paper is to examine how COVID-19 has affected the Global South and what major response was given by the policymakers to improve the pandemic situation and improve the economy of the Global south specially in selected countries in Africa. It explores the social and economic effects that pre-existing structures, inadequate political responses, and several crises, along with other variables. This pandemic had created significant adverse effects on the Global South economies. The shutdown declared by countries at the world level and its effect on business in commodity, tourism, service sector, education, and money flows have all had an impact on the gross domestic product (GDP). Those countries experience adverse effects that are vulnerable in all sectors in the middle lockdown term due to adverse implementation of their policy and less resourced supply to their population. Additionally, COVID -19 is having negative social effects like the emergence of new susceptible and increased inequality among the people. This paper discusses some of the policies implemented by the Global South at the time of the pandemic crisis, and their effects on the population which is also characterized by their inability to access domestic resources and their restricted ability to access foreign financial resources. Key words: Global south, pandemic, COVID -19, political economy, gender disparity, unorganized sector, financial resources, African countries.

As face recognition technology continues to play a pivotal role in various domains, selecting an optimal software solution becomes imperative. This paper thoroughly analyzes face recognition algorithms, emphasizing a holistic assessment of implementing them that includes the overall cost of ownership, accuracy, and speed. The research aims to guide decision-makers in choosing a solution that balances these three critical factors. The study employs a rigorous methodology and evaluates various intrusion detection solutions across multiple industries. It examines the cost of ownership comprehensively, including initial investment, maintenance expenses, and potential hidden costs. A cost-benefit analysis is conducted to unveil the true economic implications of each implementation. The accuracy of the face recognition algorithms which is the core of intrusion detection systems is assessed through the learnings from academia and real-world feedback from the security industry. Furthermore, the paper examines the critical aspect of speed, recognizing its important role in real-time applications. The evaluation considers the processing speed of each software solution, considering its responsiveness to various environments and working with large-scale datasets. This research provides a comprehensive overview of face recognition algorithms, offering small business decision-makers valuable insights to make informed choices for their intrusion detection solutions. By combining the total cost of ownership, accuracy, and speed, organizations can select a solution that aligns with their specific needs and maximizes the return on investment in intrusion detection technology.

The aim of this paper is to emphasize the role and importance of employee education and training in digitally oriented organizations so that they can recognize, comprehend, and accept diversity and inclusion in the workplace. Digitally oriented organizations have the advantage of remote work and flexible working hours, which allow for the inclusion of individuals who may not meet the requirements of traditional work environments, involving physical presence for eight hours a day. Conducted desk research shows that education and training on diversity and inclusion in digitally oriented organizations have an important role in raising awareness, promoting understanding, and supporting positive behaviors within all employees. The main advantages of workplace diversity and inclusion are a more diversified and high-quality pool of candidates, a better organizational reputation among employees, increased innovation, and higher profitability. To fully realize these benefits, it is essential that all employees wholeheartedly embrace and foster diversity and inclusion. This paper's theoretical implications include a systematic review and analysis of existing literature on the topic, while practical implication is in providing key recommendations to leaders and managers for achieving high levels of diversity and inclusion in the workplace through education and training.

The paper deals with identifying the directions and content of transformational changes in the leadership qualities of a manager under the influence of business digitalization. The paper aims to formulate and disclose scientific, theoretical, and methodological provisions for changing the qualities of a leader in the era of business digitalization. This study is based on observing how managers' leadership qualities are formed and developed in the context of digitalization at both global and micro levels. Identified are the differences between the characteristics of "traditional" and "digital" leaders based on historical and comparative analysis. A set of "traditional" leadership qualities allows for operational guidance and management of the company's future development based on the extrapolation of existing trends. Moreover, possession of the qualities of digital leaders enables multidimensional strategic management. The findings emphasize the importance of digital leadership at both macro and micro levels. The study shows the transformation of leadership and leadership qualities at different levels of economic management, which complements the existing scientific theories of leadership. To promote digital leadership at the macro level, the government is responsible for introducing digital technologies in administration, providing citizens with convenient tools for accessing administrative services. It was established that Ukraine is among the leading countries introducing digital technologies at the macro level. At the level of business management within companies, leadership in the digital era acquires specific characteristics compared to its traditional forms. In particular, the transition from individual to shared leadership leads to changes in organizational structures and management styles.

Purpose: This paper aims to provide a comprehensive bibliometric review of the academic discourse on the Net Promoter Score (NPS), a pivotal metric in customer relationship management, thereby broadening the understanding of its application and impact in academic research and practice. Method: The study examines a corpus of 464 publications indexed in the Scopus and Web of Science databases. The analysis encapsulates temporal progression, geographical distribution, publication types, top-cited papers, thematic foci, and collaborative dynamics, realized through co-authorship networks, among others. Findings: The findings suggest growing interest in NPS, particularly in the last five years, with the United States leading the discourse. Major themes like 'customer satisfaction,' 'customer loyalty,' and 'customer retention' were identified, among others, and indications of a moderately collaborative environment in the co-authorship networks. Originality: This study offers an encompassing perspective on the academic landscape of NPS, contributing to the limited body of bibliometric reviews on this topic. It holds value for researchers and practitioners interested in customer relationship management and its theoretical support.

This paper analyzes an emerging form of social media marketing, meme marketing, which has gained attention for its ability to entertain and engage users. Marketers and companies are recognizing the value of using memes as a tool to connect with consumers. To understand the effects of meme marketing activities, this paper aims to examine the impact of meme marketing activities on consumer purchase intentions and concurrently assess the mediating role of consumer engagement. The study encompassed 452 Indian social media users with active social media accounts and familiarity with memes and meme marketing concepts. It employed a quantitative methodology backed by robust statistical techniques. The method used for analysis was Structural Equation Modeling (SEM) through Analysis of Moment Structures (AMOS) software. The results found that meme marketing activities have a direct and significant positive impact (β = 0.257, p < 0.05) on consumer purchase intentions. It further shows that meme marketing has a direct and significant positive impact (β = 0.745, p < 0.05) on consumer engagement. It shows that consumer engagement has a direct and significant positive effect (β = 0.651, p < 0.05) on consumer purchase intention. However, the indirect impact of meme marketing activities on consumer purchase intentions is also significant, resulting in partial mediation. The study findings hold value for marketing managers, agencies, and companies that interact and engage consumers with memes and undertake meme marketing activities.

Design is a specific form of complex innovation that affects all areas of an organization's management. However, the essence of design is vague, and it is difficult to fully grasp the concept of design. Therefore, it is difficult to find criteria for determining its value. The problem of establishing a causal relationship between design value and user experience is addressed in this paper. The relationship between these two variables affects the importance of design in organizations and can be used to quantify the value of design. Indeed, based on the results of existing research, it is known that this term has many meanings, and it is necessary to reject the possibility of its total quantification. Much of the related research has focused on the area of user experience and customer value, while other related research has focused on design value, which cannot be measured directly but rather, for example, through system dynamic modelling. This approach, i.e., the use of a system dynamic model to determine the value of design, is still missing in the research literature.The main research method for determining the value of design is the experimental method, supported by other research methods: modelling and structured questioning. Inputs to the model, which represent the opinions of the company's managers on the design, are obtained through a board game that provides an attractive and easy-to-understand user interface for the research participants. The value of design is determined by using a sample case study that contains key variables according to the company's business model. The value of the design is calculated based on the indicator "design cost-effectiveness" over six years of the start-up company's business. The indicator is experimentally verified in a model with an identical structure and different scenarios concerning the involvement of design change in the economic development of the firm. This paper aims to use the gamified DVCG model as an innovative concept in business management through a case study. The contribution of the paper to science and practice is to provide experimentally validated evidence to help identify the areas where design investments are needed to make the most sense for the economics and management of the organization.

Design is a specific form of complex innovation that affects all areas of an organization’s management. However, the essence of design is vague, and it is difficult to fully grasp the concept of design. Therefore, it is difficult to find criteria for determining its value. The problem of establishing a causal relationship between design value and user experience is addressed in this paper. The relationship between these two variables affects the importance of design in organizations and can be used to quantify the value of design. Indeed, based on the results of existing research, it is known that this term has many meanings, and it is necessary to reject the possibility of its total quantification. Much of the related research has focused on the area of user experience and customer value, while other related research has focused on design value, which cannot be measured directly but rather, for example, through system dynamic modelling. This approach, i.e., the use of a system dynamic model to determine the value of design, is still missing in the research literature.The main research method for determining the value of design is the experimental method, supported by other research methods: modelling and structured questioning. Inputs to the model, which represent the opinions of the company’s managers on the design, are obtained through a board game that provides an attractive and easy-to-understand user interface for the research participants. The value of design is determined by using a sample case study that contains key variables according to the company’s business model. The value of the design is calculated based on the indicator “design cost-effectiveness” over six years of the start-up company’s business. The indicator is experimentally verified in a model with an identical structure and different scenarios concerning the involvement of design change in the economic development of the firm. This paper aims to use the gamified DVCG model as an innovative concept in business management through a case study. The contribution of the paper to science and practice is to provide experimentally validated evidence to help identify the areas where design investments are needed to make the most sense for the economics and management of the organization.

Purpose: Booking intention in the hotel context has motivated the interest of researchers in recent decades. However, research in this field is fragmented and its understanding presents gaps. The aim of this paper is to identify current trends in booking intention research and to recommend future research directions. Methods: To this end, a bibliometric study and content analysis were conducted on a total of 274 papers published between 2000 and 2022 in the Web of Science database. In particular, VOSviewer, SciMAT and the R software package were used to determine, quantify and visualise research clusters, as well as emerging topics in this field of study. Results: The results revealed the existence of three lines of research that have evolved during the total period studied: (1) the impact of technologies on booking intention, (2) the influence of internal consumer factors on booking intention and (3) the hotel attributes that are most sensitive to booking intention. Finally, the impact of the Covid-19 pandemic on tourist booking intention is reflected cross-sectionally in the studies, where variables such as consumer trust and perceived risk have become more important. Implications: Consequently, this paper contributes to the current body of literature on booking intention, providing a structured overview of research in this field and suggesting future avenues for research.

The digital era offers Small and Medium-Sized Enterprises (SMEs) opportunities to grow and even challenge larger companies. Yet, it is observed by scholars that SMEs are reluctant to implement new technology tools, which leads us to question the decisive factors to either adopt or not digital marketing practices. Therefore, this paper aims to systematically explore literature on digital marketing’s components since it encompasses a large area of practice. The research goal is to understand the position and corporate behavior regarding the adoption of this discipline in global SMEs with a closer look at the Moroccan context. The methodology followed is a qualitative documentary research that consists of data collection, references selection, and thorough analysis. This process consists of two phases. The first phase involves conducting an exploratory systematic literature review to refine the generated results using keywords, abstracts, and titles. The documents were screened based on specified inclusion and exclusion criteria to eliminate irrelevant topics. The second phase involves conducting an in-depth extended systematic literature review to thoroughly analyze the content of the references by reading and comprehending the full texts. This research work reveals that e-marketing positively influences SMEs. Social media marketing is disclosed to be the most adopted form in SMEs. However, this literature review uncovered conflicting opinions regarding the implementation of e-marketing in SMEs. Some sources highlighted limitations like resource constraints, while others saw potential in this area as technology becomes increasingly accessible. The perspective of this paper is to conduct an exploratory qualitative research, followed by a confirmatory quantitative research within Moroccan SMEs to identify factors influencing them to adopt social media marketing. This article is structured according to IMRaD framework. It outlines an introduction for context and research problem, followed by research methodology, review of literature, results and discussion, and finally a conclusion.

The purpose of this paper is to examine the role of customers’ perceived value in mediating the relationship between Electronic Service Quality (ESQ) and customer satisfaction in online banking in Malaysia. The research model is developed based on the disconfirmation theory. Non-probability purposive sampling was adopted for data collection. A cross-sectional technique with a self-administered questionnaire was applied. The unit of analysis in this study is bank customers using online banking in Selangor, Malaysia. One hundred twenty-eight usable responses were received and analyzed. The Statistical Package for the Social Sciences (SPSS) was applied to analyze the data. Findings showed that the variance in customer satisfaction can be significantly explained via E-service quality dimensions (R2 = 0.52). The ease of use, security, reliability, responsiveness (ESQ) have a significant and positive impact on customer satisfaction among online banking users (p = 0.000). Furthermore, it was found that the customers’ perceived value significantly mediates the relationship between E-service quality and customer satisfaction (p-value = 0.0004). The experimental findings for this paper strengthen and expand the theoretical understanding of the relationship between ESQ, customer perceived value, and customer satisfaction that helps the banks in Malaysia to perform more successfully in the rapid business environment. This study also contributed to diminishing the gap in the ESQ literature between developed and developing countries, especially in the Malaysian context.

The paper investigates the nuances surrounding the cultivation of creative entrepreneurship within the realm of classical music, employing rigorous qualitative research methods. Through in-depth interviews, ten pivotal criteria have been discerned, wielding substantial influence over the entrepreneurial landscape within the creative sector. To glean a comprehensive understanding, twenty-two expert respondents were categorized into age brackets, facilitating a nuanced comparison of their perspectives across each criterion. The utilization of expert assessment techniques, specifically ranking the weight and significance of each criterion, further refines the analysis and contributes to a nuanced portrayal of entrepreneurial development in the creative domain. Furthermore, the research contextualizes these findings within the broader socio-economic and cultural dynamics shaping the creative sector. By examining the intersection of market demand, and entrepreneurial acumen, the study elucidates the strategic imperatives driving success in classical music entrepreneurship. Moreover, the paper explores the implications of digitalization and globalization on entrepreneurial practices within the creative domain. With the advent of new technologies and evolving consumer preferences, entrepreneurs must navigate an increasingly interconnected and competitive landscape. This necessitates a reevaluation of traditional business models and a proactive approach to harnessing emerging opportunities in the digital age. Overall, the paper contributes to a deeper understanding of the strategic criteria underpinning entrepreneurial progression in the creative sector, offering valuable insights for practitioners, policymakers, and scholars alike.

The research interest in the field of green marketing and waste management can be demonstrated through the published literature on the topic. However, there is a paucity of extensive and systematic research focusing on the evolution of this discipline in terms of its citation work. The main objective of this study is to explore the status of scholarly works on green marketing and waste management through a bibliometric citation and networking analysis of papers published from 2012 to 2021. The data was extracted from the Web of Science (WOS) utilizing the Preferred Reporting Items for Systematic Review and Meta-Analysed (PRISMA) review process. The VOSviewer software was used to visualize the networking linkages. The findings of descriptive analysis showed that publications and citations related to green marketing and waste management are highest in 2021. Likewise, the networking analysis showed that the Science of the Total Environment journal has the highest citation counts, while Wan Yinfeng, Wang Junshi, Xu Guoping and Yi Huang are the authors with the highest citation counts, respectively. The findings also uncovered Sinosteel Wuhan Safety & Environmental Protection Research Institute (WSEPRI) as the most cited institution. Co-authorship and co-occurrence analysis were also found to provide significant discoveries. This study offers future scholars’ knowledge on the analysis of cited journals, papers, authors, institutions, and countries in the same field. Overall, the study serves as a guide for journal editorial boards on the growth among authors and networking opportunities in the field of green marketing and waste management, especially at the international level.

Sense of control refers to a person’s belief that he or she is capable of obtaining desired outcomes, avoiding undesired outcomes, and achieving goals. This concept has been raised and studied by sociologists, but in recent years, there has been a gradual increase in research on the impact of consumer sense of control. However, a comprehensive review in this field is still lacking. This paper provides an overview of previous research on four aspects of consumer sense of control: (1) sense of control and compensatory behavior, (2) sense of control and emotional coping, (3) sense of control and charitable behavior, and (4) desire for control. Furthermore, the paper highlights three directions as key areas of future research: (a) exploring antecedents of sense of control, (b) investigating underlying psychological mechanisms of compensatory behavior resulting from a reduced sense of control, and (c) examining moderating effects on desire for control.

This paper systematizes research findings related to social media marketing activities and marketing changed by social media (collectively defined as social media marketing) in a systematic review and identifies areas for future research. The review suggests four major areas for future research: eWOM/UGC, Social Listening, Community, and Communication Channels. This is the first systematic review of this area. The paper provides theoretical contributions in this area and practical suggestions for companies engaged in social media marketing.

This paper is a case study of Ishiya Co., Ltd., a leading confectionery manufacturer in Hokkaido. The company’s product brand “Shiroi Koibito” is so well-known that it is ranked first in souvenir confectionery rankings. The company has established “Shiroi Koibito Park” bearing the product brand name, and developed various collaborative products. The company has overcome adversities such as trademark infringement with Yoshimoto Kogyo Co., Ltd. and others over the “Omoshiroi Koibito” brand and a drop in sales due to a sharp decline in tourists caused by the coronavirus pandemic. On the other hand, when Ishiya Co., Ltd. opened a store at GINZA SIX in Tokyo, it did not offer a lineup of Shiroi Koibito, but instead put its corporate brand “ISHIYA” at the forefront. Both Shiroi Koibito and ISHIYA are backed by the overwhelming regional brand of “Hokkaido”. This study describes the history of the company, focusing on the product brand Shiroi Koibito, and examines how the corporate brand ISHIYA and the regional brand Hokkaido interact in the process from multiple perspectives of brand components, brand equity, and the experience value framework. Based on these observations, the paper presents new theoretical implications for brand research.

For years, globalization has been a topic of interest for researchers and basketball organizations alike. Because of globalization, basketball organizations are able to access a wider market for basketball players and can thus choose the most suited for their teams. However, this can also be seen as a challenge for basketball organizations as they need to take into consideration managing diversity in their teams. Considering this, the aim of this paper is to provide an insight into how diversity is represented in the Romanian National Basketball League during the 2022-2023 season. The research question for this paper is “How is diversity being considered by the Romanian Basketball Federation and Basketball Organizations active in the men’s senior division?” The method used for this paper is a literature review together with an analysis on the specific data that was gathered by the author from various sources. The results show that countries like USA and Serbia are the source for the majority of the foreign players in the league while many other countries have 1-2 players representing them. However, in regards to gender differences in basketball organizations, there are very few women hired at basketball organizations active in the Romanian National Basketball League during the 2022-2023 season. Moreover, future and more detailed qualitative or quantitative research having as target group: presidents of the basketball organizations could be conducted for more in depth analyses on how they manage diversity in their organizations.

Potential investment risks need to be understood by an investor organisation, which implies that a host country’s environment plays a significant role in attracting foreign investment. This paper’s purpose was to propose a foreign investment risk conceptual framework to serve as a basis for evaluating the Southern African Development Community (SADC) Member States’ investment risk/attractiveness. Firstly, the most appropriate foreign investment risk indicators from the literature were identified to develop a foreign investment risk framework. Ten recent peer‑reviewed studies were used to identify the factors which drive investment risk in emerging markets. We developed a conceptual framework including 16 investment risk indicators grouped into four sections: (i) the business environment, (ii) related taxes on business operations, (iii) the economic environment, and (iv) the human and social environments. Secondly, a comparative analysis of the 16 SADC countries was performed, enabling the ranking of the countries in quadrants of investment risk/attractiveness. Data were downloaded from theGlobalEconomy.com (2022) website for six years, from 2015 to 2020. The literature suggests many investment risk indicators which are grouped differently by researchers to form a conceptual framework to evaluate investment risk. This study’s contribution is that the most popular/prevalent risk indicators were identified to develop the new proposed framework. Furthermore, evaluating the SADC region may also serve as an example of investment risk/attractiveness assessment of emerging markets or least‑developed countries. The practical implication of this paper is that the proposed framework enables transferability since potential investors may connect the fundamentals of this study with their own investigation.

This paper provides insights into the impact of changes in product package design on the purchase decisions of customers. It adopts an emic perspective that favors the perceptions of customers domiciled in Botswana about their point of view regarding brand management studies related to product packaging design. The research sought to address two (2) important research questions: customers’ perceptions of changes in product packaging design designs and the impact of these changes on their purchasing decisions. A mono-method qualitative method was adopted, wherein semi-structured interview questions were posted to participants through an elaborate questionnaire. The research has revealed three (3) important findings. First, ergonomics and aesthetics are the most valued in product package designs. Second, changes in product package design are a positive purchase decision stimulant that affects the perceived value of a product. Furthermore, as much as changes in package design have a positive appeal to the target market, they do come with mixed feelings, and customers become more curious about questioning the legitimate reasons behind the change. This paper has filled the knowledge gap regarding product brand management strategies within the Botswana FMCG environment in so far as changes in product packaging design is concerned.

This paper aims to explore the factors that drive brand love for Apple in Saudi Arabia, which have not been studied previously. The study utilized the PROCESS macro on SPSS with models 4 and 15 to analyze the data collected from Saudi Arabian consumers. The findings confirmed that self-image congruence has both a direct effect, which equals 0.429, and an indirect effect through price perception, amounting to 0.083, on brand love. This means consumers who perceive themselves as similar to the brand in terms of personality, values, and lifestyles are more likely to develop a strong affection for Apple. The study also revealed the negative moderation of prestige sensitivity in the relationship between self-image congruence and brand love. In fact, the effect of self-image congruence on brand love is significantly higher (0.504) among individuals displaying low prestige sensitivity compared to those exhibiting high prestige sensitivity (0.323). However, the results did not support the moderation of prestige sensitivity in the relationship between price perception and brand love. Overall, this paper contributes to the existing literature on brand love, self-image congruence, price perception, and prestige sensitivity. The findings provide valuable insights for marketers to develop effective strategies to enhance consumers’ emotional connection with their brands. By understanding the importance of self-image congruence and considering the role of prestige sensitivity, marketers can better tailor their marketing messages and branding efforts to appeal to Saudi Arabian consumers. This study highlights the importance of cultural differences in consumer behavior and provides a basis for future research. AcknowledgmentThe authors extend their appreciation to the Deanship of Scientific Research at King Khalid University for funding this paper through a large group Research Project under grant number RGP2/407/44.

Can marketers accurately predict consumer preferences for new products? Accurate prediction of these preferences are important in new product development, but prior research has shown that marketers’ predictions may not be accurate. This paper aims to review research on the False Consensus Effect (FCE) in predicting consumer preferences and contribute to improving the accuracy of marketers’ predictions of these preferences. FCE is a cognitive bias that causes consumers to project their individual preferences for a product. Marketers’ predictions in which FCE occurs have large errors for actual consumer preferences and lead to undesirable decisions, such as the continued development of unattractive new products. In this paper, we describe “empathy with consumers” and “customer orientation” as factors that cause FCE that have been identified in marketing research, and the details of “individual preference suppression,” which is a method for avoidance of FCE. However, many remaining issues exist in the study of FCE in marketing research. Finally, we contribute to this research area by suggesting directions for future research in terms of individual preference suppression, predicted consumer attributes, the accuracy of measuring consumer preferences, and the characteristics of marketers.

Purpose: The purpose of the paper is to investigate the role of civil aviation in the case of Montenegro, one of the smallest countries in Europe and one whose economy heavily relies on tourism. Methods: For this research, a dynamic panel data approach is used, where five models are proposed for modelling tourism demand. Available seats per kilometer, the Herfindahl–Hirschman index, jet fuel prices, exchange rates, and seasonality are used as the models’ explanatory variables, in line with the available litetrature. Results: The econometric results show that all suggested models are valid, the explanatory variables are statistically significant, and their coefficients have the expected sign, suggesting a strong relationship between tourism demand and civil aviation. Implications: Apart from being one of the first attempts to highlight the civil aviation and tourism nexus in the context of Montenegro, this paper contributes to the literature by suggesting a way forward for destination managers and policymakers in small countries with great tourism potential.

In the last years, as artificial intelligence (AI) is more and more widely accessible to everyone, a breakthrough for the course of business growth is also available. Having this in mind, the purpose of this study is to provide a comprehensive review of the impact of AI on the practice of marketing research. For this study a comprehensive literature review was included focusing on academic papers, research articles, industry reports, and relevant sources to gain insight into the application of AI in marketing research. The main findings of this research paper demonstrate how AI can revolutionize market research by improving data analysis, enabling personalization, enabling real-time insights, and addressing ethical concerns. Altogether, this study highlights the transformative impact of AI on market research, emphasizing its potential to improve data-driven decision-making, enable personalized marketing strategies, and address ethical concerns, thereby providing valuable insights for organizations seeking effective and integrative insights. AI provides practical recommendations and future research directions to help organizations realize the potential of AI and make informed decisions for successful integration implementations.

Organizations should equip human resources and sales managers with the vital information and knowledge needed to recruit and select salespersons with the required qualities to help them achieve improved sales performance. This paper aims to determine a salesperson’s educational qualification, selling experience, and persuasive ability and their effect on the salesperson’s performance at Innoson Motors Manufacturing Company Ltd. The study surveyed 131 company staff to collect the data; only 120 questionnaires were correctly filled and returned. First, the study checked the instrument’s reliability (Cronbach’s alpha = 0.982). Data were then analyzed using a simple linear regression analysis. The findings revealed that salesperson educational qualification has a significant positive effect on salesperson performance (r = 0.944; t = 54.251; F = 2943.209; p < 0.05). Next, salesperson selling experience was found to have a significant positive effect on salesperson performance (r = 0.964; t = 68.905; F = 4747.922; p < 0.05). Finally, salesperson persuasive ability was found to have a significant positive effect on salesperson performance (r = 0.960; t = 64.812; F = 4200.634; p < 0.05). Hence, company managers can use the findings of this paper to understand that employing highly educated, experienced, and persuasive salespersons will lead to improved salesperson performance. AcknowledgmentWe wish to appreciate the good work done by some of the researchers who contributed immensely to the development of the study’s framework and methodology. Among them: Professor Gerald Nebo, Associate Professor Chinedum Obikeze, Dr. John Anetoh and Dr. Wali Kemkamma. We also commend the effort of Mrs. Okolo Jennifer for typing and editing the work. In a similar tone, we wish to thank our respondents for equipping us with the required information that made this study a success.