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Understanding effective marketing decision-making is key to driving business performance. However, knowledge of marketing decision-making by microbusiness owners is limited. Moreover, little is known about how microbusiness owners make marketing decisions under crisis conditions. This article explores entrepreneurial marketing decision-making by women microbusiness owners during the COVID-19 pandemic, through qualitative interviews with providers of children's activities, who migrated their services online during lockdown. Findings shed light on their marketing decision-making by highlighting transitions between causation and effectuation approaches and identifying key resources leveraged in effectuation decision-making. We also observe how distinct principles of effectuation may be combined to make effective marketing decisions. In addition, we discern interactions within networks and membership of communities of practice as collective influences on women microbusiness owners' entrepreneurial marketing decision-making. [ABSTRACT FROM AUTHOR]

This study reviews the concept of detachment in interpersonal relationships by examining its drivers and outcomes laying the foundation for detachment to potentially be extended to customer-employee relationships. Information from several studies in the fields of psychology and marketing was used to identify and categorize the drivers and outcomes of detachment. Using various search platforms, a total of 75 articles were deemed appropriate for this study and were thus included in the review. The results from this review provide a condensed list of preexisting and potential drivers and outcomes for detachment, each of which, were assigned to broader categories based on similarities and other relevant factors. Similarities were also drawn between detachment in adult interpersonal and customer-attachment figure relationships to solidify detachment's extension to customer-employee relationships. This study contributes to theory by being among the first to provide a summarized list of potential drivers and outcomes of detachment within a single paper, thereby advancing the existing knowledge of detachment. The results of this review may also be of particular importance to psychologists and marketing managers as it provides a comprehensive discussion of how detachment could occur in both interpersonal and customer-employee relationships and the possible consequences thereof. [ABSTRACT FROM AUTHOR]

Purpose: Due to the relatively low level of exploration of the topic of ESG in social media marketing communications, the authors of this text decided to diversify the purpose of the article: 1. to explore the topic of ESG activities in warehouse logistics and its communication in SM; 2. to carry out and present the results of quantitative research involving statistical analysis of the results of social media marketing publications on ESG. Design/methodology/approach: The following research question was posed by analogy: P1. Which area of ESG activity is most attractive to customers from the perspective of engagement on LinkedIn? The research hypothesis was then stated: H1. There is a statistically significant relationship between the amount of storage space and the marketing performance of publications on LinkedIn and is positive in nature. To achieve the stated objectives and verify the hypotheses, a two-stage research process was designed. It began with a literature analysis and synthesis and was followed by a quantitative study of marketing performance. Among other things, the first stage of the research defined the key areas of ESG activity in the real estate market. This division became the basis for the second, quantitative stage of the research. The study consisted of an analysis of online data from November 2022 - July 2023 compiled from the results of 140 posts published on the social media platform LinkedIn. This is because the pilot study, as well as the analysis of the literature, showed that this is the platform most often chosen to communicate ESG activities. Statistical analysis included: a comparison of client engagement scores in publications on key ESG areas in the real estate market, and a correlation analysis of warehouse space and social media marketing scores. Findings: It was observed that in most cases, communication of ESG-related activities formed the majority of a company's total communication on its LinkedIn profile. It proves that the most frequently communicated ESG area on LinkedIn is environmental aspects. However, they are associated with the lowest average engagement. Subsequently, Pearson's correlation coefficient has been used to examine the severity of the relation between the different variables. Once the analysis is executed, it may be concluded that there is a statistical significant correlation between the size of the warehouse and the outcome of publications communicating ESG on LinkedIn. A stronger correlation occurred in the analysis of engagement scores. Practical implications: It was found that there is a very high correlation between the size of the warehouse and consequently the ranking of developers in Europe and the results of publications communicating ESG on LinkedIn. Based on the results, it can be recommended that further research should be pursued in the direction of engaging customers in ESG marketing communications. Social implications: The presented article focused on exploring the topic of ESG activities in warehouse logistics and its communication in social media. The construction sector contributes significantly to greenhouse gas emissions. The sector therefore faces a number of challenges that it is socially expected to solve. Following in the footsteps of researchers, an increasing number of institutions at both the European and national levels are introducing laws and regulations to accelerate this process. EU directives, national laws and guidelines from independent institutes are aimed at forcing the industrial sector to respond and implement solutions. The ESG revolution is gaining momentum because of this. We are currently in a transitional phase, and there is still a lot of work to be done, but change is already inevitable. ESG activities that are being implemented by companies are being communicated in parallel on social media. Originality/value: The results of the research evaluate the correlation between warehouse size and marketing performance, show areas of ESG, which are the most frequently communicated and the most attractive to customers from the perspective of engagement on LinkedIn. It can be a basis for future studies on the implementation of ESG activities in warehouses and can serve practitioners in selecting projects of interest and worth deploying. [ABSTRACT FROM AUTHOR]

Firms increasingly follow an "always on" philosophy, publishing multiple pieces of firm-generated content (FGC) every day. Current methodologies used in marketing are unfit to unbiasedly capture the impact of FGC disseminated intermittently throughout the day on stock markets characterized by ultra-high-frequency trading. They also neither distinguish between the permanent (i.e., long-term) and temporary (i.e., short-term) price impacts nor identify FGC attributes capable of generating these price impacts. In this study, the authors define price impact as the impact on the variance of stock price. Employing a market microstructure approach to exploit the variance of high-frequency changes in stock price, the authors estimate the permanent and temporary price impacts of the firm-generated Twitter content of S&P 500 information technology firms. The authors find that firm-generated tweets induce both permanent and temporary price impacts, which are linked to tweet attributes of valence and subject matter. Tweets reflecting only valence or subject matter concerning consumer or competitor orientation result in temporary price impacts, whereas those embodying both attributes generate permanent price impacts. Negative-valence tweets about competitors generate the largest permanent price impacts. Building on these findings, the authors offer suggestions to marketing managers regarding the design of intraday FGC. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to explore the prospect of using neurophenomenology to understand, design and test phygital consumer experiences. It aims to clarify interpretivist approaches to consumer neuroscience, wherein theoretical models of individual phenomenology can be combined with modern neuroimaging techniques to detect and interpret the first-person accounts of phygital experiences. Design/methodology/approach: The argument is conceptual in nature, building its position through synthesizing insights from phenomenology, phygital marketing, theoretical neuroscience and other related fields. Findings: Ultimately, the paper presents the argument that interpretivist neuroscience in general, and neurophenomenology specifically, provides a valuable new perspective on phygital marketing experiences. In particular, we argue that the approach to studying first-personal experiences within the phygital domain can be significantly refined by adopting this perspective. Research limitations/implications: One of the primary goals of this paper is to stimulate a novel approach to interpretivist phygital research, and in doing so, provide a foundation by which the impact of phygital interventions can be empirically tested through neuroscience, and through which future research into this topic can be developed. As such, the success of such an approach is yet untested. Originality/value: Phygital marketing is distinguished by its focus on the quality of subjective first-personal consumer experiences, but few papers to date have explored how neuroscience can be used as a tool for exploring these inner landscapes. This paper addresses this lacuna by providing a novel perspective on "interpretivist neuroscience" and proposes ways that current neuroscientific models can be used as a practical methodology for addressing these questions. [ABSTRACT FROM AUTHOR]

Recent research has pointed out the importance of appearance similarity as a special instance of homophily. The current paper introduces body mass index (BMI) similarity as a convenient and powerful proxy of perceived appearance homophily in the context of female advertising models by showing process evidence and boundary conditions for the effect of BMI similarity on marketing‐relevant downstream variables. Study 1 tests how BMI similarity relates to a traditional measure of appearance homophily and perceived reliability of a female advertising model. Study 2 shows that BMI similarity influences perceived product quality and purchase intention. Website vividness negatively moderates the relationship between BMI similarity and product quality. Study 3 tests for alternative explanations and provides support for the mediating effect of appearance homophily for the relationship between BMI similarity and perceived product quality. The findings provide marketing managers with important insights on how to increase their marketing effectiveness by integrating BMI similarity into their marketing communications. Additionally, using BMI similarity serves as an alternative way to promote diversity and inclusion of models with plus‐size body type often sought by societal brands. [ABSTRACT FROM AUTHOR]

The Background: The globalization of the business world and the ongoing internationalization of many organizations have profound consequences for societies and economies. National economies, the Austrian and Swedish being the examples in this study, are globally intertwined and export dependent. When businesses search for opportunities outside national borders, employees will engage with diverse groups of stakeholders while conducting daily business and pursuing organizational goals. Additionally, due to migrations, the available workforce is becoming increasingly diverse. Business schools have an obligation to educate graduates who are "ready for life." To stay relevant, business programs, specifically in marketing and sales, need to deliver not just subject-specific knowledge but also give students the chance to increase their intercultural competence. Purpose: This study contributes to the discussion on business schools' role in improving students' intercultural competences and the necessity to align learning outcomes with future market needs. Study design/methodology/approach: The content analysis of 240 qualified recruitment advertisements was conducted to investigate, in line with signalling theory, how employers' express their requirements and expectations in recruitment advertising. Findings/conclusions: The empirical study shows that ads frequently describe work environments as culturally diverse. Most reviewed advertisements contain references to interactions with partners and customers across national borders. However, there is a weak connection between the work situation described in the ads and the skills required to tackle diversity. While foreign language and communication skills are frequently listed as requirements in those ads, intercultural competence is seldom a requirement. Even if not vocalized, evidence suggests that future graduates will increasingly need intercultural competence. Limitations/future research: The study was conducted based on a limited number of recruitment advertisements. Future research could include a wider coverage of recruitment advertisements. The qualitative research would complement findings on the need for interculturally competent graduates. [ABSTRACT FROM AUTHOR]

What are the success factors for careers in marketing? This important question is lacking a definite answer so far. This paper presents an empirical study of the drivers of marketing career success. First, we interviewed renowned marketing executives about the characteristics that, in their view, make successful marketers. Next, we analyzed data from a career survey among the alumni of a major business school, with career success as the dependent variable. We identified three distinctive factors that are related with success in marketing: extraversion, independence, and breadth of experience. Furthermore, our findings suggest that a style of learning from concrete experiences (learning from "what happens") serves a marketer better than a learning style of deep reflection. Different from many other professions, we did not find a relationship between conscientiousness and performance in marketing. Interestingly, having followed a major in marketing during business school education is not correlated with later success in a marketing career. Our findings support the notion that work-integrated elements with an emphasis on experiential learning in marketing curricula contribute to marketing career success. We discuss ways of implementing this is in marketing education programs. Specific suggestions for follow-up research are given at the end of the paper. [ABSTRACT FROM AUTHOR]

Public companies make substantial investments each year in brand awareness, promotion and reputation initiatives to grow their business, attract investors, customers and employees and create a favourable business climate. Yet external events or internal shortcomings that lead to organisational crisis can quickly undercut those investments in brand reputation. The management of those incidents most often falls to the communications and legal functions. It is important for marketing and communications executives to be attuned to the need for a rapid and effective response to such crises and to ensure that the natural competitiveness between communications and marketing is not a distraction during a crisis. The authors present an approach that relies heavily on everyday best practices, trust and relationship building to optimise an organisation's ability to respond to crisis quickly and effectively and that provides a road map for senior executives to build a strong communications culture that can adapt to business challenges quickly and successfully. [ABSTRACT FROM AUTHOR]