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Average product ratings are displayed on many major websites, including online retailers, search engines, and social media sites. Research in both academia and industry has shown that consumers rely heavily on product ratings when making purchase decisions. Websites may show customer ratings in different shapes, colors, or formats. For example, some websites present their rating in a numerical format (e.g., 4.0/5) while others utilize an analog format (e.g.,). The present research investigates how a website's rating presentation may influence magnitude perceptions of the rating, which subsequently affect choices and purchase intentions. The authors propose and find that when the average customer rating is at or above the midpoint (i.e.,.5–.9) of each rating level (i.e., 1–5 on a five-point scale), the numerical (vs. analog) rating format is perceived to be lower in magnitude due to left-digit anchoring, leading to differences in choice likelihood, purchase intent, and ad click likelihood for products and services. Across nine experiments, including an eye-tracking study and a multiple-ad study without holdout, the findings show robust evidence for the proposed effect. [ABSTRACT FROM AUTHOR]

With the growing prevalence of digital platforms for online shopping, advertising, and marketing activities in general, it is imperative to better understand how designs of virtual elements on digital interfaces influence click behavior. Websites and online advertisements contain virtual elements such as call-to-action buttons, images, and logos. This research examines how curved versus sharp angled shapes of virtual elements in online ads and on websites influence click-through rates (CTRs). The findings of a series of studies, including three field experiments and an eye tracking study, show that website and online ad elements in curved (vs. sharp angled) shapes generate higher CTRs. Process evidence suggests that curved (vs. sharp angled) digital elements enhance visual appeal, leading to approach motivation and greater CTR. In terms of practical implications, the findings of this research have strong relevance for designing online ads and website interfaces and for digital marketing strategies. Specifically, digital marketers desiring higher click rates would benefit from having more curved (than sharp angled) virtual elements on websites and in online ads. [ABSTRACT FROM AUTHOR]

Through a randomized field experiment, this study compares the economic effects of two categories of nudges—self-assurance- and pressure-based interventions—on consumers' purchase and return behaviors. In contrast to pressure-oriented nudges, such as quantity scarcity, time scarcity, and social persuasion, self-assurance nudges are intended to facilitate the validation of product choice and style/size characteristics as well as the self-assurance-grounded justification of the purchase. The findings reveal that self-assurance nudges designed to help consumers make better choices have both short-term (high sales) and long-term (few product returns) benefits. Although pressure-driven nudges offer slightly higher short-term benefits (high sales), they eventually engender unfavorable long-term outcomes (high product returns) for consumers and online retailers. Finally, using return-adjusted net sales as performance measures, the authors find that self-assurance-based nudges are as effective in stimulating purchase as those that capitalize on scarcity and social pressure. [ABSTRACT FROM AUTHOR]

The study aims to explore the drivers of community building in virtual participation charity sport events. The authors conducted a case study of virtual charity events governed by Team World Vision, the sports arm of a global not-for-profit service organisation. They conducted semi-structured interviews with World Vision marketing managers and virtual running race participants, analysed survey and podcast interview data, and performed a document analysis. Four overarching themes were revealed as drivers of community building: community engagement, social networking, impression management, and fitness philanthropy practicing. The study uncovers the peculiarities of the virtual format that helped build virtual communities and create excitement around the cause, such as digitised communication plans, social media- and technology-facilitated opportunities to connect both locally and globally, and the adapted fundraising strategies in the virtual format. [ABSTRACT FROM AUTHOR]

This research examines when and how the speed of video ads influences consumers' perceptions of luxuriousness and their subsequent behaviors toward products or brands featured in the ads. Across 12 experiments (total N = 27,227, five preregistered), the authors demonstrate that when a video ad depicts a product in slow motion (vs. regular speed), consumers perceive the featured product or brand as more luxurious. The effect emerges across various product categories (chocolate, shampoo, mineral water, wine) and in different countries (United States, United Kingdom, France). Tests of mediation and moderation suggest that the effect occurs because viewing a slow-motion ad increases feelings of immersion, which lead consumers to expect greater hedonic value from the featured product and thus view it as more luxurious. Consistent with this account, the effect weakens when video blurriness or buffering impairs the immersive viewing experience afforded by slow motion, and the effect attenuates among consumers who are very weakly or very strongly predisposed to experience immersion. Finally, by enhancing perceptions of luxuriousness, slow motion subsequently boosts consumers' desire for the featured product or brand (as manifested by higher willingness to pay, purchase intentions, and ad click rates), particularly when the goal to consume luxury is salient (vs. not). [ABSTRACT FROM AUTHOR]

This research uses grounded theory to present a digital marketing model based on dynamic capabilities in the automotive industry. This qualitative research is based on grounded theory. Semistructured interviews were used to collect information, and the Strauss and Corbin method and the paradigm model were used to analyze data. The data are collected based on purposive sampling through semi-structured interviews with 15 experts and managers from the automotive industry. The sample is large enough to provide the required information and theoretical adequacy. The data obtained from interviews were analyzed through the process of open, axial, and selective coding. Accordingly, a digital marketing model based on dynamic capabilities in the automotive industry concerning the grounded theory was presented. The proposed model is both descriptive and prescriptive. Thus, we have selected well-known and qualified experts from the field of digital marketing and the automotive industry to provide a better model. However, the proposed model has implications for marketing managers to improve dynamic capabilities in the automotive industry. [ABSTRACT FROM AUTHOR]

Cultural organizations, such as museums, increasingly seek innovative ways to enhance their financial sustainability and attract diverse, global audiences. Implementing cryptocurrency payments and DeFi systems offers these institutions an opportunity to modernize their operations, streamline transactions, and boost digital marketing efforts, aligning with the growing demand for decentralized financial solutions. Using statistical analyses such as correlations and simple linear regression (SLR) models, combined with AnyLogic modeling, this study examines how integrating DeFi systems, including cryptocurrency payments, can improve the sustainable management of these institutions. The findings suggest that by adopting DeFi technologies, museums can enhance their digital marketing efficiency, increase engagement, and attract a broader audience. The analysis reveals that museums accepting cryptocurrency benefit from broader digital marketing factors, with referral and branded traffic significantly driving organic search, whereby paid social traffic correlates positively with paid strategies, and the authority score is largely influenced by organic traffic. In contrast, non-crypto museums rely more heavily on referral traffic and organic costs, with narrower marketing influences affecting their performance. [ABSTRACT FROM AUTHOR]

Copyright of Doxa Comunicación is the property of Fundacion Universitaria San Pablo - CEU and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Babylon Center for Humanities Studies is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The motivation and significance of this research are designed to extend the Resource-based view theory to examine factors in the relationship between digital marketing, brand awareness, marketing performance, and the business sustainability of local small and medium enterprises. Ho Chi Minh City, from which the research will propose management implications that can improve the business sustainability of small and medium enterprises (SMEs) in the city. Therefore, the study aims to determine the impact of digital marketing and marketing performance on the business sustainability of SMEs in Ho Chi Minh City in the era of a digitized economy; understanding how digital marketing strategies influence business sustainability is increasingly crucial. Small and Medium Enterprises (SMEs) are a vital component of the economic ecosystem in Vietnam. The authors chose Covariance-Based Structural Equation Modeling (CB-SEM) to analyze data and achieve the proposed research goals. With a sample size of 413 observations, the author used the supportive software SPSS20 and SmartPLS 4 tools to analyze the data. The results indicate that digital marketing positively impacts brand awareness, marketing performance, and business sustainability (BS). The study also highlights the mediating role of brand awareness and marketing performance. New insights into the relationship between digital marketing and business sustainability, brand awareness, and business sustainability have also been identified. The author proposes management implications for SMEs to enhance their competitive advantage and long-term viability in the dynamic business landscape of Ho Chi Minh City. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Economic Administrative & Legal Sciences is the property of Arab Journal of Sciences & Research Publishing (AJSRP) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

AbstractIntroductionMethodsResultsConclusionsWaterpipe tobacco (WT) is unique compared to other tobacco products. Retailers and manufacturers may promote WT products using different marketing appeals and sales propositions on popular digital marketing media. This study examined WT digital marketing content in the United States (U.S.).In 2020, a census of WT manufacturers that sold WT products in the U.S. was created and 33 WT manufacturers and 30 WT retailers across the U.S. were identified. Business websites and the 20 most recent Facebook and Instagram posts from identified manufacturers and retailers were recorded. Marketing appeals were coded for themes including sexuality and romance, U.S. patriotism, Middle Eastern culture, WT smoking cues, health or safety, and enjoyable experiences. Sale proposition content was also coded and included price promotions, scarcity, and free products.Digital marketing content posts (n = 1,520) were recorded, including 70 webpages (primary and secondary pages), 770 Instagram posts, and 680 Facebook posts. Most content (91.0%) included at least one examined marketing appeal, including smoking cues (54.3% of all marketing content), Middle Eastern culture (29.1%), enjoyable experiences (22.4%), and sexuality and romance (19.7%). At least one sales proposition was used in 28.6% of all marketing content. The most commonly used sales proposition was a financial incentive, which was included in 11.8% marketing content.Manufacturers and retailers in the U.S. use a variety of digital marketing strategies to promote WT products. Research is needed examine the impact of WT digital marketing on consumer perceptions, particularly among youth and young adults who are at greatest risk for WT smoking. [ABSTRACT FROM AUTHOR]

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This study aims to analyze the internal and external conditions that affect the performance of Pratama Cagak Clinic and formulate effective marketing strategies to increase revenue from capitation and non-capitation services. This study adopts a qualitative method with a case study approach to delve into the factors that affect marketing in the clinic, including BPJS policies and local patient preferences. The results of this analysis are then mapped in SWOT and used to compile the TOWS Matrix and Quantitative Strategic Planning (QSPM) to prioritize strategies that can increase revenue and operational sustainability of clinic operations. The five force model approach is used to understand the factors affecting the health industry in Cianjur Regency, namely, the PESTEL and Porter's Five Forces frameworks. The objective of this study is to provide a comprehensive overview of the condition of the clinic based on external and internal analysis, as well as interviews with several heads of health centers and managers of the primary clinic. In addition, a structured strategy and focusing on continuous evaluation are implemented to increase general patient visits and the number of pregnant women participating in the BMJ-Kesehatan capitation scheme. [ABSTRACT FROM AUTHOR]

This study examines how fast food chains in Colombia utilize social media in their digital marketing efforts. It explores the strategies and content of the most active chains, employing a mixed-methods approach. The findings reveal a predominant use of Facebook, Instagram, and Twitter, with a primary focus on product promotion, though exhibiting limited technological innovation. The conclusion underscores the necessity of enhancing digital communication to maximize the potential of social media within the sector. [ABSTRACT FROM AUTHOR]

This study analyses the use of TikTok by Spanish universities as an institutional communication tool, focusing on viral trends and their impact on engagement. From the 60 universities with a presence on TikTok, the 10 with the highest engagement were selected for a content analysis (N = 100) of their most popular videos. A mixed methodology, combining deductive and inductive coding, was used to classify content types and measure engagement rates. The results highlight the effectiveness of short videos aligned with viral trends. [ABSTRACT FROM AUTHOR]

This research aims to explore the use of artificial intelligence (AI) in digital marketing among MSME practitioners in Indonesia. In an increasingly evolving digital era, understanding and implementing AI technology becomes crucial for MSMEs to improve their competitiveness and marketing effectiveness. This study involved 50 respondents who are MSME actors and used a quantitative method with questionnaires to collect data. The results indicate that 72% of respondents have a basic understanding of AI; however, only 44% have implemented AI-based tools in their marketing strategies. Furthermore, linear regression analysis revealed a significant relationship between the use of AI and increased sales, with a regression coefficient of 0.75 (p < 0.01), demonstrating that the use of AI positively contributes to marketing outcomes. The study also found that the use of AI tools such as chatbots and automated copywriting can enhance customer engagement. Although MSME actors show awareness of AI's potential, there exists a gap between knowledge and practice. Therefore, this research recommends the need for greater training and support for MSMEs to maximize the use of AI in their digital marketing strategies. The findings are expected to provide insights for stakeholders and policymakers in designing initiatives that support the integration of AI technology in MSME businesses, allowing them to adapt to changes and improve marketing effectiveness. [ABSTRACT FROM AUTHOR]

There is limited evidence on how exposure to digital marketing of unhealthy foods affects youth's dietary behaviours. This study therefore aimed to examine the association between youth's self-reported digital food marketing exposure and dietary intakes, and explore predictors of frequent unhealthy food consumption. A survey was conducted among 1075 youth in Canada (aged 10–17 years) in April 2023. Proportional odds models examined associations between frequency of exposure to digital marketing of unhealthy foods and frequency of consumption of those foods, adjusted for sociodemographic characteristics and digital device usage. Compared with participants reporting no exposure to digital fast-food marketing in the past week, those exposed ≥4 times per week were more likely to consume fast food more frequently. Youth exposed to digital marketing of sugary drinks and salty/savoury snacks ≥1 time(s) in the previous week were more likely to consume these foods on a greater number of days, compared with those reporting no exposure to this marketing in the past week. Reporting exposure to digital marketing of desserts/sweet treats every day or more than once a day was associated with more frequent consumption of desserts/sweet treats. Province of residence (Ontario/Quebec) and total daily time spent online predicted more frequent consumption of fast food, sugary drinks, salty/savoury snacks, and desserts/sweet treats. Overall, more frequent self-reported exposure to digital marketing of unhealthy foods is associated with more frequent consumption of these foods by Canadian youth. Regulations are needed to help protect youth from digital food marketing, which may help reduce their unhealthy food consumption. [ABSTRACT FROM AUTHOR]

Background: Malang Knitting Community (KRM) is a community of knitting women in Malang City, Indonesia which is facing a problem of a lack of financial literacy, especially regarding how to prepare financial statements and digital marketing of each community member. Objective: This activity aims to provide financial literacy and digital marketing training for KRM members to increase interest in starting a business. Method: This community service provided in-class offline training on the topics of financial literacy and digital marketing and followed by coaching in preparing financial reports. The impact evaluation was conducted through discussions with KRM members regarding the success of the program. Results: After training and coaching, the number of respondents interested in starting a business increased from 30% to 100% and they understood and were able to prepare a simple financial statement. Conclusion: The training and coaching activities on the topics of financial literacy and digital marketing provide positive benefits to KRM members. Similar activities are still very relevant to be carried out in various communities. [ABSTRACT FROM AUTHOR]

The objective of this study is to investigate the impact of various internet marketing methods like Online Travel Agents (OTA), Online Reviews (ORV), social media (SM), and Web GIS (WG) and examine the mediating role of Destination Image (DI) on tourist Homestay Booking (HB) located in the Himalayan region of India. Primary data was collected by using a structured questionnaire from 340 tourist respondents. Structural Equation Modelling (SEM) was used to analyse the data using SPSS and AMOS 21. The study validates the considerable role of OTA, ORV, SM, and WG on Homestay booking. The result emphasizes OTA roles, the importance of utilizing positive reviews, leveraging the power of social media, the significance of superior destination image, and implementing Web GIS in Homestay marketing. [ABSTRACT FROM AUTHOR]

Ecotourism is a form of tourism that can help overcome the problem of low welfare of local communities. The digital cultural transformation that occurred in the era of revolution 4.0, especially during the COVID-19 pandemic, was able to change the entire cycle of the tourism ecosystem. Besides, several ecotourism experiences have experienced a significant decline in tourist visits, including Bee Jay Bakau Resort and Kampung Blekok ecotourism. This research aims to develop a digital marketing strategy for ecotourism at Bee Jay Bakau Resort and Kampung Blekok to restore visitation levels after the COVID-19 pandemic. This research uses a qualitative approach with SWOT analysis and is quantitatively calculated using the Quantitative Strategic Planning Matrix (QSPM). Data were collected through interviews with ecotourism managers including marketing employees, and HRD managers; visitors, local communities, Tourism Awareness Groups, and the Environmental Service (DLH). Also, direct observation of the ecotourism conditions studied, documentation, and literature studies. The research results show that the strengths and opportunities of BJBR and Kampung Blekok are greater than the weaknesses and threats, so the strategy formulated is aggressive (growth-oriented strategy). The strategic priority lies in optimizing the use of information technology and social media as promotional media, especially the frequency of promotions. The strategy used is none other than to increase the value of ecotourism as a form of growth so that it can compete with other ecotourism in returning the level of tourist visits after the COVID-19 pandemic. [ABSTRACT FROM AUTHOR]

This study aims to determine and understand the motivators for sharing on social media. This is why the following research questions delve into these crucial topic areas for content creators and marketers. Why do users share content on social media platforms? If anything, does the nature of content influence sharing on social networking sites? Does the behavior of social media users affect how they share content? We use social media for personal bonding as well, and to ensure that our immediate friend circle appreciates us, we share meme posts only because memes are worth sharing, or just want them to know about something important that happened in the past hour-to-hour. For a project to encourage the spread, it must be of great value/line up perfectly with what motivations will lead them to share that content in their networks. A survey was conducted on Facebook, and data were analyzed using smartPLS(n=300). Various outcomes were driven. The connection between content types and encouraging users to share is strong, resulting in minimal barriers to encouraging sharing. The second subjective norm, the power of social connections, was strongly linked to users' motivation to share. Across Facebook users, the sharing behavior appears to be dissimilar. [ABSTRACT FROM AUTHOR]

Copyright of Ileti-s-im is the property of Universite Galatasaray, Faculty of Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Academic Social Science Studies is the property of Journal of Academic Social Science Studies and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This study investigates the factors influencing consumer repurchase intentions within digital platforms of SMEs in Malacca, Malaysia. It introduces a novel framework comprising five motivational dimensions--price, promotion, innovativeness, store brand, and service quality sensitivity--to explore their relationships with repurchase intentions. Data from 300 SME consumers were collected through a structured survey. The findings revealed that consumer repurchase intentions in Malacca's digital SME marketplace are significantly influenced by four motivational dimensions: price sensitivity, innovativeness sensitivity, store brand sensitivity, and service quality sensitivity, with innovativeness sensitivity emerging as the most influential factor. This underscores that consumers prioritize innovative features when deciding to repurchase from SMEs online, alongside factors like price, brand, and service quality. The study highlights the practical implications for digital marketing, stressing the importance of dynamic pricing, continuous innovation, strong branding, and exceptional service quality for SMEs to engage and retain customers effectively. Additionally, the study suggests avenues for future studies, including exploring demographic influences and the longitudinal evolution of consumer motivations. [ABSTRACT FROM AUTHOR]