This descriptive research investigates the marketing strategies employed by Chinese auto premium brands, focusing on their online presence, market perception, and strategic planning. Conducted in Beijing, China, the study surveyed 100 individuals affiliated with the auto industry, representing four distinct auto premium brands. Findings reveal a diverse demographic composition among respondents, highlighting the importance of tailored marketing strategies. Respondents generally acknowledge the brand presence and competitiveness of Chinese auto premium brands, emphasizing their visibility, recognition, and innovative strides. Consensus among respondents underscores the effectiveness of marketing strategies, including differentiation, focus strategies, leadership qualities, brand messaging, and multi-channel marketing efforts. Social media emerges as a pivotal tool, with Brand C leading in online presence and market reach. A comprehensive Social Media Market Segmentation Strategy Plan is outlined to enhance the visibility, engagement, and perception of Chinese auto premium brands across various social media platforms, structured into three focus areas: Market Segmentation and Strategy Development, Social Media Marketing Strategy Implementation, and Online Brand Visibility and Perception Management.

The article examines the visual components of the regional advertising strategy for promoting a territory as a brand. Based on the study of images of advertising in the Astrakhan region, the author identifies marketing techniques for popularizing a regional brand in the media space. Visual images are key means of influencing potential clients of travel agencies and companies involved in organizing travel and trips. It is emphasized that modern requirements for design as a tool for territorial branding lie in the plane of emotional impact on the target audience. Harmoniously and creatively designed image advertising of the Astrakhan region in the federal media space ensures the presence of the regional brand in the information space and attracts additional resources to the region. It is concluded that the design of image advertising of a territory is a key tool for promoting a region as a tourist destination and a driver of socio-economic development.

Alcohol companies frequently use sports sponsorship to maintain high visibility, even in jurisdictions with advertising restrictions. Strategies such as alibi marketing - using brand-associated slogans, colours, or fonts in place of explicit brand names, and NoLo marketing - promoting zero-alcohol variants of core brands, enable continued brand exposure. This study investigates young people's awareness of alcohol sponsorship and their perceptions of alibi and NoLo marketing in sports contexts. In December 2024, ten online focus groups (N = 44) were conducted with participants aged 11-17, stratified by age (11-13, 14-15, 16-17) and sex (male/female). Participants showed strong awareness of alcohol brands, with many recognising alibi sponsorships and associating them with full-strength alcohol products. Alibi strategies were perceived as deliberate efforts to circumvent regulations. NoLo sponsorships were rarely identified as marketing for non-alcoholic beverages; instead, branding similarities to alcohol products led participants to view them as covert advertising. Many recommended clearer differentiation to avoid misleading messaging. Findings highlight the pervasive impact of alcohol marketing on young people, even in partially restricted environments. Alibi and NoLo tactics sustain alcohol brand presence in sport, potentially normalising alcohol use and undermining policy efforts to reduce alcohol-related harm. These insights underscore the need for more comprehensive regulatory frameworks that address indirect marketing strategies and prioritise youth protection in sport sponsorship.

The rapid expansion of digital technology has transformed the competitive landscape of online business, making digital branding strategies a crucial factor in achieving sustainable competitive advantage. This study aims to analyze the effect of digital branding strategies on competitive advantage in the online business era. A quantitative research approach was employed using data collected from 130 respondents who actively engage with online businesses. Data were gathered through a structured questionnaire measured using a five-point Likert scale and analyzed using SPSS version 25. The analytical techniques included descriptive statistics, validity and reliability testing, and multiple linear regression analysis. The results reveal that digital branding strategies—represented by online brand presence, digital engagement, content consistency, and brand trust—have a positive and significant effect on competitive advantage. Among these dimensions, brand trust and digital engagement were found to be the most influential factors in enhancing differentiation and customer loyalty. These findings indicate that effective management of digital branding activities enables businesses to strengthen market positioning and outperform competitors in highly competitive online environments. This study contributes empirical evidence to the digital marketing literature and provides practical insights for online businesses in formulating strategic branding initiatives to achieve long-term competitive advantage.

It has come to the attention of the publisher that in the article by Pham A., Tran H. (2025), “A barrier, not a bridge: why Global Brand Presence hinders CBDC adoption plans in an emerging economy”, Journal of Economics and Development, Vol. 27 No. 4, pp. 278-292, https://doi.org/10.1108/JED-08-2025-0443, an incorrect acknowledgement and funding information was included.In the acknowledgements, the statement “The first author gratefully acknowledges the financial support from the Banking Academy of Vietnam.” and the funding, “Funding: This work was supported by Banking Academy of Vietnam.” were published in error.The publisher asks that the above are entered correctly on submission and confirmed at the article proofing stage.

This study examines the impact of social media marketing activities (SMMA), brand equity, and brand awareness on consumers’ purchase intentions in Saudi Arabia’s rapidly expanding online shopping environment. In recent years, social media platforms have revolutionized the way businesses interact with consumers, making it essential to understand their influence on purchasing behavior. This research adopts a quantitative approach, collecting data from 203 respondents in the Eastern Province of Saudi Arabia through a structured questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the proposed relationships among the constructs. The findings demonstrate that social media marketing activities have a significant and positive impact on consumer purchase intentions. Similarly, brand equity and awareness have an essential influence on purchase intentions, suggesting that consumers are more likely to engage in purchasing behavior when they recognize and trust a brand. These results underscore the importance of cultivating a strong brand presence on social media platforms, as such strategies enhance brand perception and consumer loyalty. The study offers practical implications for marketers and brand managers aiming to optimize their digital marketing efforts within the Saudi market. By focusing on interactive, consistent, and value-driven content, brands can enhance consumer engagement, build more substantial equity, and increase the likelihood of purchase.

Digital marketing refers to the process of promoting, selling, and delivering products or services through online platforms and digital channels using the internet and electronic devices within the digital environment. One branch of digital marketing is digital content marketing. This form of marketing involves the creation and distribution of valuable and relevant content to engage customers in a way that motivates them to participate in achieving business goals. The aim of digital content marketing is to attract target audiences through diverse strategies and methods, enhance brand presence, and promote sales growth. The primary objective of this research is to develop a digital content marketing model for customer relationship management in beauty clinics in the city of Isfahan. To deeply examine and analyze this topic, the grounded theory method and a qualitative research approach were employed. Data were collected through semi-structured interviews with six specialist physicians. Based on the analysis of the collected data, a proposed model was constructed. The model consists of causal conditions (technological advancement, inclination toward virtual spaces, and responsiveness to customer needs), contextual factors (environmental, managerial, and financial factors), intervening conditions (legal-political issues and technical-content challenges), strategies (customer interaction, content production and management, digital marketing, monitoring and overcoming limitations, adherence to ethical principles), and finally, outcomes (customer development and management, and the growth and success of the clinic). The results of the study indicate that digital content marketing positively affects the performance improvement of beauty clinics in Isfahan. Ultimately, the study provides recommendations to enhance business performance.

Case study, as a scientific research method of social science, has been widely used in sport management. To date, there have been scarce attempts to systematically review how the case study method has been applied in sport management. In this regard, the key objective of this study is to present a general picture of case study research in sport management over the decade. To achieve our objective, a systematic literature review (SLR) was conducted in four leading sport management journals published from January 1, 2013, to December 31, 2023. The primary objective of an SLR is to address a focused research question by systematically identifying, appraising, and summarizing all available evidence by both authors. Result: The results show that the primary focus areas were organization and governance (n=31), sport events and leverage (n=29), sport-for-development (n=16), and community development (n=14). The frequency of case studies varied year by year. Ian O’Boyle and Michael Hutchinson stood out as prolific authors, contributing five and three articles, respectively. 61.5% of the articles applied theoretical frameworks, with escalation of commitment theory, stakeholder theory, and social inclusion theory being frequently used. Single-case studies were most common (n=46), followed by multiple-case (n=38) and double-case studies (n=7). Data collection predominantly involved two sources (n=59), with an average of 23 interviewees per study. Notably, the average interviewees of JSM were 27, followed by 25 of SMR, 21 of ESMQ, and 12 of IJSMS. Data analysis methods varied, with within-case analysis being the most prevalent (n=44), followed by within & cross-case analysis (n=40). Seven articles employed alternative methods such as thematic and network analysis. From the discussion, one may conclude that the application of case study methods in sport management research has provided profound insights into complex phenomena within the field. However, there are still three main issues that need to be discussed. Firstly, why are there still over half of the research in sport management applied to a single case study? Secondly, whether the case study method in sport management builds or tests theory? Lastly, why do scholars focus on sport organization, event, and development? Ultimately, this systematic review equips sports organizations with the strategic capabilities needed to enhance brand presence, operational efficiency, and overall impact, contributing to the sustainable growth and development of the sports industry on a global scale.

This article presents a methodological proposal for analyzing the design of branded podcast covers, understood as graphic elements that serve a dual function: on the one hand, to illustrate and visually synthesize the audio content, and on the other, to project the visual identity of both the sponsoring brand and the production company behind it. In response to the scarcity of previous research in Spanish on graphic design within branded audio products, a visual analysis sheet is developed, inspired by studies on magazine covers and podcast artwork. This tool is structured into two sections: the iconic sign, focused on the visual presence of the sponsoring brand and the production company; and the plastic sign, which encompasses the formal aspects of design, such as visual typology, imagery, color and typography. The outcome is an instrument that enables the recording and systematization of both brand representation and the graphic resources employed in the cover of a branded podcast.

Export is an activity of sending, issuing goods or services from within the country to abroad. Export has an important role for the country because it can increase national income. Tumang has long been known as a center for copper crafts that have high artistic value and unique cultural appeal. Currently, crafts made from metals such as copper, silver, aluminum are still maintained and developed in Indonesia, are a valuable cultural heritage passed down from generation to generation. In today’s increasingly sophisticated era with very rapid advances in technology and communication, the use of marketing through social media is the main choice for business people. Even though current technological advances are very fast, there are still several micro copper craft businesses that have not utilized digital technology. Digital marketing for copper crafts is the right marketing solution and strategy, and analytics to reach target audiences effectively. The goal is to increase brand awareness, expand marketing reach, build customer relationships and increase conversions and sales. The main goal of digital marketing is to increase brand presence in the digital world, help businesses reach a wider audience, and make brands known to potential consumers.

This study analyzes modern strategies and methods of promoting higher education in the context of globalization, digital change, and growing international competition. The paper emphasizes the importance of universities actively developing their brand, image, and media presence to attract both students and qualified faculty. It focuses on digital marketing, which includes the use of university websites, search engine optimization, social media (SMM), and modern technologies such as AR/VR and online courses. It also examines the situation in Uzbekistan, where reforms and increasing competition require universities to implement comprehensive marketing strategies that align with both national goals and global trends. Effective promotion also requires an integrated marketing approach and active collaboration with alumni, partners, and target audiences.

Digital marketing has become a critical component for large public sector enterprises in India, enabling them to reach diverse customer groups, improve service accessibility, and enhance brand loyalty. Indian Oil Corporation Limited (IOCL), India’s largest oil marketing company, has increasingly adopted digital channels to strengthen customer engagement and streamline service delivery. This research paper analyzes the digital marketing strategies implemented by Indian Oil, including social media outreach, website and app integration, digital campaigns, customer service automation, and data-driven communication. The study assesses the effectiveness of these strategies in generating consumer engagement, strengthening brand presence, and improving competitiveness in a rapidly digitizing energy market. Findings suggest that Indian Oil’s digitalization efforts have improved transparency, convenience, and customer satisfaction, though further focus on personalization and analytics may enhance future results.

Artificial intelligence (AI) powered tools, from generative copywriting assistants to predictive analytics engines, are transforming how marketing teams operate. As marketers increasingly rely on these technologies to automate content creation, accelerate campaign execution and personalise outreach at scale, ethical considerations often fall to the wayside amid rapid market adoption. While much of the existing discourse on AI ethics focuses on product development or data governance, there remains a critical lack of guidance for marketing teams that use AI internally to shape their day-to-day decision making and external brand presence. This paper will address that ethical gap by introducing FAIR, a practical ethical framework informed by applied marketing experience and wider principles drawn from traditions in applied ethical theory. The framework emphasises four core values: focus on intent, accountable teams, informed consent and responsible scaling. Drawing from real-world use cases and research, the paper presents five actionable best practices in ethical AI using the FAIR method. Together, the framework and practices will form a practical guide for marketing leaders, content strategists and operations teams seeking to adopt AI responsibly within marketing teams while grounding work in organisational integrity and human-centred ethical evaluation. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

This study investigates social media platform TikTok’s global sport sponsorship strategy, seeking to explore the geopolitical motivations and implications of the firm’s partnerships over a four-year period. Taking a multifaceted approach, a network analysis of the brand’s sponsorship agreements was undertaken over a four-year period from 2020 to 2023, providing insight into the platform’s use of commercial partnerships to access and integrate within the Global North. Central to this analysis is the recognition of TikTok’s place and prominence within the growing attention economy of social and digital media, and the brand’s efforts to legitimize and stabilize its place within Western markets where its legal standing has been challenged. The study’s findings highlight the growing platformization of political sponsorship strategy, evolving beyond merely the exertion of soft power and increasingly emphasizing the integration and amplification of brand presence in core markets. Here, this work offers a new lens through which to examine sponsorship networks and relations and highlight the increasingly prevalent political dimension of sponsorship strategy on an international level.

In the fashion industry, particularly within the anime clothing brand sector, building consumer loyalty has become a crucial challenge for ensuring long- term growth while supporting sustainability principles aligned with the Sustainable Development Goals (SDGs), specifically SDGs 8 and SDGs 12. This study aims to analyze various digital marketing approaches that can enhance consumer loyalty toward anime clothing brands by examining how digital interactions, visual identity, and community engagement contribute to sustained brand consumer relationships. The research employs a descriptive qualitative approach supported by observational data from social media analytics, documentation of digital campaign activities, and the interpretation of consumer engagement patterns across multiple digital platforms. The findings indicate that digital strategies such as leveraging social media to strengthen brand presence, collaborating with anime influencers, utilizing community based content, and implementing personalization through email marketing and loyalty programs effectively increase consumer emotional attachment and behavioral loyalty. Brands that successfully create emotionally engaging digital experiences and interact authentically with their audiences demonstrate a stronger potential to build sustainable loyalty. Furthermore, maintaining consistent brand com- munication, ensuring continuity in marketing campaigns, and integrating SDGs oriented values are identified as essential components for sustaining long-term relationships with consumers. The study concludes that digital marketing not only strengthens brand visibility but also plays a strategic role in shaping responsible consumer behavior, fostering loyalty within niche fashion communities, and supporting broader sustainability goals in the anime fashion industry.

The swift digital transformation of Asian football necessitates that clubs implement strategic social media management (SMM) to enhance their brand presence and foster greater engagement with fans. This research investigates the influence of primary social media marketing dimensions—Interaction Quality, Community Management, and Content Strategy—on Brand Equity and Brand Loyalty among supporters of Indonesian professional football clubs. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), we evaluated six hypothesized positive relationships derived from survey data on supporter perceptions. The structural model validated all proposed hypotheses and exhibited robust predictive capabilities for Brand Loyalty (R² = 0.584). Interaction Quality (IQ) has emerged as the most significant strategic variable, demonstrating the most substantial impact on both Brand Equity (β = 0.392) and Brand Loyalty (β = 0.354), thereby highlighting the essential importance of responsive and dialogic communication. Community Management also demonstrated a significant positive influence on Brand Loyalty (β = 0.285), emphasizing the significance of cultivating engaged and cohesive fan communities. Content Strategy, although important, exhibited comparatively limited impact, indicating that merely disseminating information is less effective than promoting relational and communal involvement. The findings contribute to the existing literature by elucidating the hierarchy of social media marketing determinants that influence brand performance within a highly engaged digital sports ecosystem, and provide practical recommendations for Asian clubs aiming to optimize their strategies.

Purpose This paper provides an alternative view of central bank digital currency (CBDC) adoption by addressing the critical gap between intention and implementation behavior. Moving beyond the standard focus on predicting user intention, we theorize and test two novel moderators, namely dispositional resistance to change (RTC) and socio-political perceptions of Global Brand Presence (GBP), as key factors explaining the transition from a general intention to the formulation of implementation plans in Vietnam. Design/methodology/approach Following an initial instrument development stage involving focus groups and expert validation, a large-scale survey was administered to consumers in Vietnam, yielding 1,547 valid responses after a rigorous data cleaning process. The conceptual model, grounded in an extended Unified Theory of Acceptance and Use of Technology (UTAUT) framework, was analyzed using partial least squares structural equation modeling (PLS-SEM). Findings We find that (1) GBP acts as a significant negative moderator, weakening the link between a consumer’s adoption intention and their subsequent implementation behavior; (2) RTC, in contrast, was not a significant moderator in this context, a finding likely attributable to the young, digitally-native sample; (3) These moderating effects were tested within a robust foundational model where consumer trust and perceived benefits were confirmed as strong predictors of behavioral intention. Practical implications The findings provide actionable guidance for central banks. Beyond building foundational trust and articulating clear user benefits, monetary authorities must manage the communication around international partnerships to mitigate socio-political risks and sovereignty concerns. A targeted, phased rollout may also be more effective than a universal launch. Originality/value This study’s novelty is threefold: (1) it introduces a more precise “intention-implementation” gap to the pre-adoption CBDC context; (2) it is the first to empirically validate the negative moderating role of GBP, challenging conventional branding theory in a sovereign context and (3) it offers a data-driven explanation for the contextual nature of RTC.

Social media has revolutionized business-to-customer communication from the traditional, one-way broadcast selling to two-way relationship-building marketing strategies. From their humble origins as relationship sites for personal contacts, social media sites have grown to become powerful marketing hubs where brands, influencers, and consumers converse using highly evolved, multi-dimensional, multi-directional conversations. This paper reviews recent studies in the area of social media and how they affect online marketing, detailing how they shape consumer behavior, redefine brand communication strategies, and open new possibilities for business growth. On the one hand, social media provide unparalleled access to international audiences and instant interaction with them. On the contrary, it generates issues such as privacy concerns, information overload, and a requirement for genuine brand presence in more skeptical online spaces.

Purpose. The study aims to conduct a comprehensive examination of current trends in digital content marketing and the effectiveness of various communication channels in both B2B (business-to-business) and B2C (business-to-consumer) segments during the period 2023–2025. The research seeks to identify key factors that determine the success of modern content marketing strategies and to evaluate the growing influence of audio and interactive communication formats on audience engagement and brand perception. Given the rapidly evolving digital environment and the impact of post-pandemic and wartime realities, the study also explores how companies adapt their content strategies to maintain competitiveness and audience trust. Design/methodology/approach. The research applies a mixed-methods design combining qualitative and quantitative approaches. Secondary data analysis was conducted based on statistical reports, publications of leading marketing agencies, and industry-specific studies to capture global and regional trends. Comparative analysis of communication channel usage in B2B and B2C contexts was implemented to identify differences in strategic approaches and target audience behavior. Statistical data were processed and visualized using tables reveal dynamics and correlations. A SWOT analysis was further applied to assess strengths, weaknesses, opportunities, and threats associated with digital content marketing implementation, providing a strategic framework for interpreting empirical results. Findings. Social media remains the primary content marketing channel, though its dominance is gradually declining in favor of audio and interactive channels; company websites remain important for basic online brand presence but are decreasing in relative use; audio platforms, such as podcasts and spoken explainers, are rapidly growing in importance, particularly for B2B, where their role increased nearly sixfold; content marketing strategies differ between B2B and B2C: B2B focuses on LinkedIn, Twitter (X), and YouTube with educational content, case studies, webinars, and analytics, while B2C prioritizes Instagram, TikTok, and Facebook with emotional and visual formats, including video, stories, and influencer marketing. Practical implications. The study provides actionable insights for businesses to optimize content marketing strategies, improve audience engagement, increase conversion rates, and strengthen customer loyalty. Emphasis on emerging trends such as generative AI, personalization, and audio content can enhance marketing efficiency and competitiveness. Originality/value. This study offers an original contribution to the understanding of content marketing transformation in the context of global digitalization, post-pandemic recovery, and ongoing geopolitical instability. By emphasizing the expanding role of audio and interactive communication, it underscores the necessity for B2B and B2C organizations to strategically adapt their marketing approaches to maintain relevance, authenticity, and competitiveness in an increasingly fragmented media landscape.

Purpose This paper aims to explore how the price volatility of the brand ally determines whether the brand ally influences consumer evaluations of the focal brand in a brand alliance using associative memory network theory. Drawing on associative memory network theory, how the price volatility of a brand ally determines whether the brand ally influences consumer evaluations of the focal brand in a brand alliance is explored. Design/methodology/approach Three experiments (n = 1,442) examine how price volatility affects the ability of a well-known brand ally to influence the participants’ evaluation of an unknown focal brand. Dependent variables (perceived quality of the focal brand, attitude toward the focal brand) were measured. Findings In Study 1, the presence of a well-known brand ally increased consumers’ perceived quality evaluation of the unknown focal brand when the price volatility of the ally brand was low in magnitude, but not when it was high. Study 2 extended this observed effect by using different ranges of price volatility, different brand allies and a different product category. Study 3 tested process mediation, finding that the perceived quality of the focal brand positively influenced consumers’ attitudes toward the focal brand when the price volatility of the brand ally was low, but not when it was high. Originality A novel contribution is offered by integrating price volatility with the brand alliance literature. Drawing on associative memory network theory, this is one of the first to demonstrate how fluctuations in a well-known brand’s price can weaken or strengthen the brand alliance effect on consumer perceptions of an unknown focal brand. These findings extend the understanding of brand alliance dynamics and provide actionable insights for marketers managing brands in volatile pricing environments.