Building Marketing Strategies Research Articles

The Potential for Dark Tourism in Kazakhstan: An Overview of the Former Concentration Camps

The concept of dark tourism has attracted considerable attention in recent years. The studies in this field examine the convergence of tourism and morbidity. The research problem lies in understanding the complex dynamics between the preservation of historical sites associated with Kazakhstan’s former gulags and their role in the emerging dark tourism sector. This paper explores the tourist significance of the former gulags in Kazakhstan through the analysis of interviews, legislation texts and policy documents, and data on visitor numbers. Our aim is to illuminate the historical importance for tourism, educational value, and stakeholders associated with the preservation and promotion of these destinations. The analysis revealed the various and sometimes conflicting interests and concerns of the stakeholders, including tourists, local communities, government institutions, and the private sector. The analysis of statistical data provided valuable information on visitor demographics, preferences, and trends in the Karlag and Alzhir museums. These data highlighted the role of educational institutions and demonstrated the adaptability of museums in difficult times such as the COVID-19 pandemic. During the formation of future policies, effective collaboration with stakeholders, responsible tourism practices, capacity building, and sustainable marketing strategies are essential to the ethical and sustainable management of dark tourist sites. Thus, stakeholders can ensure that dark tourism continues to evolve in a way that respects historical integrity and benefits local communities, while contributing to the broader goals of education and commemoration.

Ways to use artificial intelligence to improve the personalisation of marketing strategies and improve the effectiveness of communication with consumers

Thanks to its capabilities, artificial intelligence (AI) contributes to business development by attracting customers and investors. However, the wide spread of various AI technology software complicates understanding its concept and reduces its implementation in local businesses. Our research was devoted to the development of an algorithm for building marketing strategies with the use of AI based on the definition of the concept, functions, principles of action and assessment of the perception of digitalisation by consumers for the application of a personalised approach to interaction with the client and improving communication. The results confirmed the low awareness of the population, including entrepreneurs, about the possibilities of AI. We identified the main functions, concepts, and types of AI and provided examples of their application. We explored ways to personalise marketing and improve communication based on the achievement of trust criteria, customer satisfaction, ease of purchase, fulfilment of seller obligations, quality support service, security of personal data, and creation of recommended offers based on the analysis of data obtained during communication with the consumer. To achieve these criteria, recommendations are given for using different types of AI: chatbots, automated mailings, intelligent assistants, installation of filters and sorting programs, automatic recommendations and multifactor identification. The AI ​​algorithm created in this way to ensure the personalisation of marketing and quality communication will increase the implementation of digitalisation in the country's entrepreneurship and improve the economy.

Analysis of the Premier League's Marketing Strategies and Business Operations Methods

The Premier League is the most popular sports league in the world. Since 1992, this League has become more and more popular and eventually occupied first place in the UEFA Coefficient ranking. How did they get such achievement in nearly 30 years? Except for on-field competition, they must make an effort to promote derivative industries like clothes, medical devices, shoes, tickets, field building, and other marketing strategies such as finding sponsors, attracting a new fan base, charity works, and providing television broadcasting rights. This essay is going to analyze what the Premier League has done to elevate its profit competitiveness and what it can do to eliminate existing mistakes in terms of marketing strategies. This may enable it to continue to make a profit and enhance its popularity. The paper will take Man United as an example to develop all of the following research. Besides, a case study approach, textual analysis, and comparative analysis will be used in the following research. Hopefully, this paper may be practical for all football clubs to learn from Man United ‘s management strategies, as it can allow them to improve their own business model to gain more profit.

PENGARUH LOKASI PROPERTI, JENIS PROPERTI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MELALUI DIGITAL MARKETING

The Property business in Indonesia, especially in Jabodetabek, still has a good opportunity where there is still a lot of strategic land to be developed and the general public is looking for property that is not only for residential but also for long-term investment. This study was conducted to determine the effect of property location, property type and service quality on consumer purchasing decisions through digital marketing as an intervening variable, a case study of PT Trinitiland Tbk located in Tangerang. The long-term goal to be achieved from the results of this study is to develop a learning model by considering residential and building marketing strategies on Collins Boulevard. The research method used is a quantitative method to explore and reveal the process. The research subjects are prospective consumers or consumers of Collins Boulevard Serpong Tangerang. Analysis of research data using quantitative data analysis is an effort made by working with data, organizing data, sorting it into manageable units, synthesizing it, searching for and finding what is important and what will be learned. The results of the analysis show that either partially or simultaneously the location of the property, the type of property and the quality of service on digital marketing and purchasing decisions have a positive and significant effect.
 
 Keywords : Property Location, Type Of Property, Quality Of Service For Purchasing Decisions, Digital Marketing

Role of multidimensional customer brand engagement on customer behavior for online grocery shopping

This study aims to understand the relationship between environmental consciousness and multidimensional (i.e., cognition, affection, and activation aspects) of customer brand engagement (CBE) in relation to online grocery shopping. It also investigates the moderating effect of customer characteristics on the associations among environmental consciousness, CBE, and behavior intention. 358 Korean respondents took part in this research using an online survey to assess the impacts of multidimensional CBE for online grocery. The outcomes reveal that environmental consciousness positively influences cognition and activation aspects of CBE. Additionally, activation, affection, and cognition aspects of CBE positively affect behavioral intention. Multi-group analysis is performed to identify the difference among customers in low and high customer characteristics. In addition, by demonstrating a role for CBE, this study adds to the existing literature on online grocery. Furthermore, the outcomes of this research provide direction for building marketing strategies for online groceries for marketers and practitioners.

ВПЛИВ ДІДЖИТАЛІЗАЦІЇ НА ПОБУДОВУ МАРКЕТИНГОВИХ СТРАТЕГІЙ НА РИНКУ B2В

The article analyzes the impact of information, globalization and digitalization transformations on the formation of marketing and market strategies promotion of the product/service on the B2B market in the conditions of military time. Today, digitalization has penetrated practically all spheres of life and activity. Therefore, special attention should be paid to the instruments, means, formats of digital communications in the commercial space, that is, on the B2B market. It has been established that on the market B2В there is a difficulty in building marketing strategies, due to the specifics of doing business of the parties of the commercial space in the format B2B. Since the company that sells the services, goods of other kinds of business, should be oriented not only on their demand, but it is necessary to take into account the specific attributes of the business entities to which it offers its goods when developing marketing strategies. It is necessary to pay attention to the human factor, when developing marketing strategies for В2В, because in commercial communications involved personnel of the enterprise, which buys a product or service not for itself, but for an enterprise that has certain values, organizational culture, which must also be taken into account. The peculiarity of the B2B market is also the high cost, high technology of goods, and their realization is often long-term, what also has an impact on the construction of the marketing strategy in the conditions of total digitalization. During the research the positive influence of the digitalization on the image positions of enterprises was revealed, promoting competitive advantage, increasing demand and improving business position in the market, growth of marketing attractiveness of commercial space subjects, ensuring stability of enterprise functioning, opportunities for rapid adaptation to unpredicted changes in the market, increase of enterprise profitability, attraction of new clients, stimulation of strengthening sales channels, possibilities of scaling. At the same time, the researchers point to a number of business problems on the B2B market in the conditions of digitalization and military condition, among them: high level of uncertainty caused by rising prices, lack of fuel, difficulties with transport connections; it is impossible to use enterprises engaged in foreign economic activity, already traditional for them ways of export of their own products. Most scientists present a general vision of the impact of digitalization on marketing activity in general, partly taking into account the specifics of the B2B market, but do not specify peculiarities of building marketing strategy in the retail environment by enterprises implementing high technologies, expensive equipment, provide strategically important types of human activity, such as machine-building industry. Moreover, scientific research leaves out the field of view problems and prospects of technically complex and interconnected production, with which they encountered during the period of total digitalization, do not reflect the ways of solving the challenges of the digital epoch in specific fields of activity. Therefore, such trends define the need to specify the impact of digitalization on B2B market providers.

Self-Promotion and Work with the Audience as the Main Links of a Marketing Strategy Small Press

The article is devoted to the analysis of the practices of regional and city newspapers of the Perm Territory and the Orenburg Region in building marketing strategies. The purpose of the study is to identify effective methods and methods of work of the editorial staff of a local publication to preserve and expand the audience and the possibility of practical use of this experience. The author, having the opportunity to monitor the activities of the monitored media for a long time, selected 10 publications for detailed consideration, each of them with 10 issues, published in October and November 2022. The empirical basis of the research consisted of 100 editions. Based on theoretical material and on the results of sociological research, personal communication with journalists and editors of territorially localized media, the author concluded that self-promotion and organizational mass work with the audience remain to be the main methods of promotion for the media of this type.

Acceptance level of takaful insurance products among non-Muslims in Malaysia

Non-Muslims in Malaysia have a lower participation rate in takaful insurance. The purpose of this paper is to examine the factors that influence acceptance level of takaful insurance products among non-Muslims in Malaysia. In this paper, independent variables: awareness, attitude, service quality and relative advantage were examined using the Multiple Linear Regression (MLR) model to analyze the effect of dependent variable: non-Muslim acceptance level. The methodology used was a purely quantitative survey using convenience sampling with data collected from a sample of non-Muslims participants in Malaysia. The findings revealed that attitudes and relative advantage are found to be the significant factors that influence the acceptance level on takaful insurance products while awareness and service quality do not account for acceptability on takaful. It was also discovered that attitude is the most significant factor towards acceptance level on takaful insurance products among non-Muslims in Malaysia. The paper provides insight for understanding the factors that lead to consumers’ purchase intention of takaful insurance products in Malaysia. Furthermore, this study gives valuable ideas for takaful insurance companies to develop appropriate takaful insurance and build marketing strategies to enhance takaful insurance participation in Malaysia.

РОЛЬ МАРКЕТИНГА В ОБЕСПЕЧЕНИИ ЭКОНОМИЧЕСКОЙ БЕЗОПАСНОСТИ ПРЕДПРИЯТИЯ

In conditions of fierce competition in the market, each economic entity is forced to develop its own strategy to respond to external challenges, build effective projects to strengthen competitiveness, develop programs to ensure buyers for stable profits. All these areas are built into one large marketing system, which provides for the stable functioning of the company throughout its life cycle, systematization of decisions, optimization of costs associated with the promotion of products, works, services. In this regard, the research of leading marketers, scientists, economists in the field of marketing, as well as building marketing strategies of organizations that contribute to ensuring the economic security of the organization, is of interest. It is worth noting that the subject of this study has taken on special significance in the ongoing transformations of the market under the influence of external challenges and complexities of the world economy. For most companies, this situation has become completely new, which required a scientific understanding of what is happening and the development of new marketing tools aimed at ensuring the economic security of companies. The article proves the role of marketing in ensuring the economic security of an enterprise as a result of in-depth study of the nature of marketing and its ability to influence the financial results of enterprises.

The Application of CSR and CSV Concepts in Company Marketing Activities

Purpose: The purpose of this publication is to attempt to determine the applicability of the basic assumptions of the CSR (Corporate Social Responsibility) and CSV (Creating Shared Value) concepts in the process of building marketing strategies, their types and the use of marketing-mix tools. Design/methodology/approach: In achieving the objective, a method of critical analysis of national and international literature relating to these issues (CSR and CSV concepts) was used. Findings: The concepts of CSR and CSV can be applied to the marketing strategies of companies. This applies in particular to the organization of marketing in the enterprise, its mission, the selection of markets, the establishment of the buyer segment and the marketing-mix tools. There should be an extension of the marketing cell within the enterprise, which is responsible for creating the marketing strategy and incorporating shared value into the marketing-mix policy. The selection of buyer segments from the point of view of social needs will make it possible to create the company’s offer in the form of shared economic-social value and to include companies from local markets in its creation and distribution channels. Changes to product policy are also needed, which should include the creation of shared-value products. Research limitations/implications: Difficulties in understanding the distinctiveness of the concepts of CSR and CSV by companies. Further research should focus on these problems and the actions taken by companies as a result of these concepts. Practical implications: These include proposals to broaden the scope of marketing research conducted by companies and to focus their product innovation policies on products that create shared value. Originality/value: The text presents issues rarely discussed in the marketing literature on the need for companies to take into account in their marketing strategies changes in the environment, related legislation, the needs of local communities, high levels of buyer education and increasing consumer requirements towards product suppliers.

컨조인트 분석을 이용한 대학생의 프랜차이즈 햄버거 메뉴 선택 속성에 대한 연구

This study was conducted to identify a franchise hamburger menu for university students in Jeonbuk area based on conjoint analysis techniques and suggests the ideal type of franchise hamburger menu that would appeal to university students. A total of 284 questionnaires were distributed to university students who had previously purchased hamburgers in franchisor hamburger stores. A conjoint design was applied to evaluate hypothetical franchise hamburger menus. The order of importance of franchise hamburger menu attributes was price (34.73%), patty type (33.37%), waiting time (20.07%), and signature menu (11.82%). The ideal combination of selection attributes was a low price of 4,800 won, a hamburger with beef patty, a signature menu, and less than 15 minutes of waiting time. The most preferred franchise hamburger menu for university students showed an incremental 65.1% potential market share by choice simulation as compared with the hamburger menu being currently sold. Using the utilities of attributes, the franchise hamburger menu market for university students was classified into two segments. Students in cluster 1 preferred a hamburger with the beef patty and a price of 4,900 won, while students in cluster 2 preferred a hamburger with the shrimp patty and a price of 4,900 won. All students preferred the signature menu with a waiting time of less than 15 minutes. These results should help establish a database that contributes to the development of differentiated menus and building marketing strategies to satisfy the needs of university students.

APPLICATION OF MARKETING STRATEGIES IN PRESCHOOL EDUCATION

The article is devoted to the study of the use of marketing approaches in the management of preschool education institutions. The relevance of the study is determined by the need to choose the right marketing strategy of the preschool institution, which depends on its success, competitiveness and further development. The relevance of the research is confirmed by the urgent need for the functioning of private preschool education institutions in the conditions of martial law, which will allow not to interrupt the child’s development even in adverse conditions. The purpose of the study is the application of marketing elements in the development of marketing strategies in private preschool education institutions. The publication examines the application of the basic elements of marketing in existing private preschool education institutions, as an outline for building marketing strategies of preschool education institutions in Ukraine as a whole. It was determined that education, in particular pre-school, ensures the acquisition of systematized competencies and acts as an essential factor in social development, on which the future of our country depends. As a result of the study of strategies for the development of education and the economy of Ukraine, it was found that today’s challenges regarding preschool education are the inability of the network of its institutions to cover all children of preschool age with quality and inclusive services; the need to update the content of preschool education in accordance with the needs of forming the primary social experience of children; insufficient incentives for the functioning of private preschool education institutions. It was determined that in the system of socio-economic relations in Ukraine, the field of preschool education is gradually being reformed, and marketing as a consumer-oriented methodology increasingly dominates the field of preschool services, in particular, preschool education institutions of various forms of ownership, sizes, and types of educational services operate on the market, which creates and intensifies competition between them. As a result, the article proposes to develop a marketing strategy of a private preschool educational institution in terms of the elements of the classic marketing complex, namely such strategies as product, price and promotion strategy.

DIGITAL TECHNOLOGIES IN PROMOTING THE SERVICES OF COMPANIES FROM THE FIELD OF ONLINE EDUCATION: ASSESSING THE EMOTIONAL EFFECTIVENESS OF TOOLS

The article is devoted to the analysis of the emotional effectiveness of digital tools in promoting the services of companies from the field of online education. Digital technologies include many tools for promoting goods and services of companies. Each of these tools has a number of features, and in different situations different methods of promotion turn out to be effective. In order to build marketing strategies, companies need to understand the key tools of digital promotion, understand the specifics of using each of them. The study identified the key tools of digital promotion, their features, advantages and disadvantages. The market of online education in Russia has been analyzed, the target audience of educational products and companies in this area have been identified. An analysis of the results of an empirical study of users on their attitude to the tools for promoting educational products was carried out. As part of the study, a number of author's hypotheses were identified, which were tested using statistical analysis. The practical testing of hypotheses was carried out on the basis of a survey by the method of questioning respondents (Internet questionnaires) - individuals. The assessment of the attitude of citizens of the Russian Federation to the use of digital marketing tools when promoting services was studied. Respondents were asked questions with one answer, with several answers, questions based on the Likert scale. Data processing was carried out in the SPSS Statistics program. Recommendations are given to companies from the field of online education to promote their goods and services based on the studied theory and empirical research.

ОСОБЛИВОСТІ ФОРМУВАННЯ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ З ПОКОЛІННЯМ Z

The article examines the peculiarities of building marketing strategies for Generation Z in the conditions of digitalization. The main prerequisites for the transformation of society structure as a result of demographic processes are revealed. The relationship between the intensity of the introduction of innovations and the ability of new generations to quickly adapt to advanced technologies has been established. Two generations existence of younger age groups consumers, Generation Z and alpha, which in the future will occupy leading positions among consumers of the main groups of goods and services, has been determined. The main prerequisites for the transition of Generation Z certain part representatives to the working age and the formation of a solvent demand for brand products due to obtaining a sufficient level of income have been revealed. Features of interaction between companies and representatives of Generation Z, which are used to build effective marketing strategies in the digital environment, are presented. The expediency of using a personalized approach to each of this generation representatives has been determined, which contributes to the formation of a positive attitude towards the brand and provides an opportunity to establish interaction in the long term. The importance of using relevant content to form effective communications with representatives of Generation Z has been proven, primarily photo and video content. It has been established that the primary social media for engaging with Generation Z are TikTok and Instagram, as well as YouTube. The feasibility of using a digital marketing tools system to reach the maximum possible number of potential users of younger age groups has been proven. The need for constant cooperation with representatives of Generations Z and alpha is substantiated, which opens up significant prospects for brands in future periods of time due to the formation of loyalty among the consumers’ specified group. It has been established that the reorientation to the digital environment and the introduction of innovative technologies have led to the emergence of virtual influencers, who are very popular among representatives of Generation Z.

Тенденції розвитку бізнес-реклами в соціальних мережах

Abstract. Introduction. The article examines current trends in advertising campaigns on the Internet and social networks. Social networks are seen as a tool to influence the target audience and study its benefits, growth, development of companies and expanding market share. Studied the theory of the importance of social networks at the initial levels of small and medium business development, including in connection with the possibility of attracting the necessary financial resources and access to information of various kinds, and in the subsequent stages of development. An analysis of examples of companies whose growth has been largely due to the integration of development strategies through social networks. The medium- and long-term prospects for the development of the advertising industry with the mass introduction of virtual and augmented reality technologies and the expansion of 5G Internet networks were considered. Purpose. The purpose of the study is to substantiate the reasons for doing business on social networks, analysis of current trends in social networks, assessing the possibility of doing business and building marketing strategies through social networks. Results. The article describes the main trends of advertising on social networks, why is it worth to run advertising campaign on social networks, describes the social network as an advertising tool, how social networks will effectively interact with the target audience and gives examples of successful projects of large companies implemented in social networks. Were reviewed main directions of development and improvement of advertising methods in social networks, how it will happen, what is needed for this and why it is impossible to implement at this stage of development. Listed all the positive aspects that will help increase the efficiency of sales goods and services, as well as the negative aspects with the implementation of these ways. Conclusion. Development of virtual and augmented reality and also 5G techonologies: 1. Significantly increase the perception of advertising; 2. Allows you to process large amounts of information in a short time; 3. Solve the problem of oversaturation with advertising of various sources of information (billboards, newspapers, the Internet); 4. Advertising will become more relevant and timelier; 5. Advertising will become more relevant for the user, which will increase business revenue; 6. Advertising will be less intrusive, which will increase user loyalty to it. In the long run, the amount of data passively collected by technical devices around will increase, which will invariably affect the prospects for marketing development in general. With the expansion of Internet coverage around the world and the increasing availability of technical devices, the number of network users will increase, which will make it easier to interact with the intended target audience, change the ways of advertising and over time social networks will become its main location. Increasing the data collected will increase user loyalty and help make advertising less intrusive and more useful to each potential customer. Given advertising prices and audience reach, businesses will be more focused on developing brands on social media and marketing mostly online.

The application of big data for the analysis of passenger flow on the high-speed lines of the Russian Federation

Background: Data that combines techniques and technologies that make sense of information at the extreme limit of practicality is called "big data." Big data contributed to a deeper understanding of the behavior of the features of many systems, and, in particular, the transport system. Big data from various sources with a different range of data scales is becoming more accessible to society. However, in the framework of railway transport, obtaining big data relevant for users, which are both private individuals and companies, is a difficult task, and data collection tools are scarce and their absence is an obstacle to an in-depth study of the patterns of human mobility. The informational basis of the study is the data on unclaimed Sapsan train tickets in the direction Moscow - St. Petersburg during the period February 19, 2020 - March 4, 2020. Information on unclaimed tickets allows us to analyze the behavior of railway users during their travels along the Moscow - St. Petersburg route in a weekly and daily breakdown for the period February 19, 2020 - March 4, 2020.
 Aim: Analysis of the behavior of passengers of railway transport based on publicly available big data from the official website of Russian Railways.
 Materials and Methods: The discovered daily cycle gives us the opportunity to conclude on the preferences of passengers and allows us to carry out further research in this direction, based on the results. The result of the study can be called finding some patterns in the preferences of passengers. This study is relevant for companies whose field of activity is associated with rail transport, as well as for companies directly involved in transportation. The data obtained in the study allow, using separate methods of intellectual analysis or applied programming, to perform A / B testing, build marketing strategies, optimize production and solve other problems associated with assessing passenger flow and passenger movement.
 Results: A wavy diurnal cycle of maximum line congestion was detected, distinguished by two time periods: 06.00 - 09.00 and 15.00 -17.00. It was found that the lowest occupancy rate was during the working week. It was revealed that a higher occupancy rate - about 90 % - was from Friday to Sunday in both one and the other direction of movement. A difference in occupancy between train directions was also found. Trains moving from Moscow to St. Petersburg are more densely populated.

МЕТОДИЧЕСКИЙ ПОДХОД К СЕГМЕНТАЦИИ ПОТРЕБИТЕЛЕЙ И РАЗРАБОТКЕ МАРКЕТИНГОВЫХ СТРАТЕГИЙ КОМПАНИЙ-КЛАССИФАЙДОВ

In the conditions of accelerated development of the economies of the world, the structure of the service sector is currently undergoing significant changes associated with the growth of multidirectional IT technologies and IT services. The article discusses the dynamics of changes in the market of IT equipment and IT services, presents the main platforms for trade interaction covered by these services. Based on the study, the author formulated a number of proposals that can be used to build marketing strategies for classified companies.

A discussion framework of store image and patronage: a literature review

PurposeThe purpose of this paper is to critically review the literature that explores the relationships between store image and store patronage behaviour, thereby providing the practical analytical framework with measurements that aids marketers to build strategical marketing plans to attract loyal customers to their retail shops.Design/methodology/approachA systematic literature review method was applied to this study which analysed the literature of peer-reviewed articles in English-language journals and specific online databases. In total, 863 peer-reviewed articles which were published between 1950 and 2017 were examined to provide the practical framework with measurements for further discussion.FindingsIt was found that within the eight identified dimensions of store image – merchandise, service, convenience, promotion, client, physical facilities, atmosphere and institutions, there are corresponding sub-sections that must be recognised, e.g. merchandise is made up of quality, assortment, price, fashion and guarantee. These dimensions have been analysed and discussed in the context of their impact on store patronage. However, because of the lack of clarity in predictors of store patronage, there has been confusion in academic discussions. Therefore, it is proposed that store patronage should be investigated with two parameters, customer and manager store image alignment and past purchase experiences.Research limitations/implicationsThis study contributes to providing a useful discussion platform with an analytical framework and measurements. Due to the selected term-based search method, even with the authors’ maximum effort, the number of selected publications is limited.Practical implicationsThis study introduces a practical conceptual framework for the measurements that need to be utilised by the marketers while building marketing strategies for attracting consumers to enhance their patronage behaviours. Retail services need to create a reinvented discussion platform with respect to store image and patronage. Consumers may perceive store image as being embedded in the store environment as a trigger for their patronage behaviour and, using the proposed analytical framework, the retailers can analyse and refine their marketing plans effectively.Originality/valueThis study presents the overall reappraisals of the initial literature with regard to the holistic development, implications and impact of store image on store patronage. Moreover, the paper seeks to provide a robust discussion paradigm for developing perspectives for improving patronage behaviours, thereby bridging the gap between store image and store patronage by attempting to use the relevant literature to contribute to constructive future discussions and useful dimensions while building marketing strategies.

IMPACT OF SELFDISCLOSURE AND AUTHENTICITY OF INFLUENCER ON CONSUMER REACTION FOCUSING ON MEDIATING EFFECT OF ENVY

In the world of SNS, once ordinary users get recognized for discriminated fashion taste, they affect other users’ choice of fashion products. Fashion companies capture the importance of these influencers and tries to take advantage of their ability. However, the benefits offered to influencers such as financial compensation may provoke negative consumer reactions. The purpose of this study is to identify what aspects of SNS influencers and how they influence other fashion consumers. We suggest that influencers’ self-disclosure and authenticity of posts are important factors which elicit positive response from consumers. We also investigate the psychological mechanism of envy which can mediate the impact of self-disclosure and authenticity on consumer response. This study was conducted by an online survey of 120 Korean women in their 20s and 30s with a 2 x 2 between-group experimental design. The data was collected from 28 November to 5 December 2016. The collected data was analyzed using SPSS 23.0 for ANOVA analysis and regression analysis.The results were as follows. The main effect of authenticity was confirmed, while self-disclosure did not play a significant role, which indicates authenticity is the main factor in exercising influence on consumer response. The interaction of authenticity and self-disclosure was also observed. The participants of high in both self-disclosure and authenticity showed the strongest consumer reaction. However, the participants of high self-disclosure and low authenticity induced the weakest consumer response. For the impacts of self-disclosure and authenticity on envy, the participants exposed to the condition of both high self-disclosure and authenticity showed benign envy. On the other hand, malicious envy was aroused when both self-disclosure and authenticity were low. In relations between authenticity and consumer response, partial mediating effect of benign envy and malicious envy was confirmed. But, there was no mediating effect between self-disclosure and consumer response.This research on consumer response to influencers’ posts will provide key implications to fashion companies in building marketing strategies. In order for influencers' posts displaying their daily lives to have a positive impact on consumer response, not only self-disclosure but authenticity has to be considered. Such posts can induce benign envy and subsequently impact consumers indirectly. Influencers’ posts which narrow the gap between daily lives and products and raise the authenticity are important keys to successful marketing.

Customer perception regarding Sharī‘ah compliance of Islamic banking sector of Pakistan

Purpose This paper aims to analyze the impact of Sharī‘ah compliance perception on customer satisfaction in Islamic banking sector of Pakistan. Design/methodology/approach Primary data were collected from 242 account holders of Islamic banks and Islamic banking branches of conventional commercial banks and analyzed by correlation and regression through self-administered questionnaires based on SERVQUAL model. Findings Significant moderating effects of Sharī‘ah compliance perception on the relation between service quality and customer satisfaction have been identified. Research limitations/implications As a cross-sectional study with convenience sampling restricts generalizability and because financial benefits offered by banks were not included as a variable, the scope of this study is limited to service quality only. Future research may focus on the moderating effect of Sharī‘ah compliance perception through longitudinal study with larger sample size in a multi-cultural environment. Practical implications Results of this paper recommend Islamic banks to focus on their core strength “Sharī‘ah compliance” while developing their product/service and building marketing strategies. Moreover, assurance of high-quality services will sustain such strategies against competition with conventional banks. Social implications Islamic banks must primarily develop their brand through extensive communication and public awareness programs regarding Sharī‘ah compliance standards in terms of products/services, policy/procedures, code of conduct and Sharī‘ah board. Originality/value This research examines moderating role of Sharī‘ah compliance perception between service quality and customer satisfaction in Islamic banking sector of an Islamic Republic with dual banking system. This interactive effect of Sharī‘ah compliance perception has not been found as an overriding theme in any of the main stream journals/articles. Therefore, this study fills this gap.