Contemporary Marketing Strategies Research Articles

An integrative model of the key factors determining consumer behaviour towards street food

PurposeThis study examines how street food affects urban culture, economics and sustainable tourism. It examines how street food stands, as a cultural and economic phenomenon, influence consumer behaviour and local traditions, particularly in Oman’s evolving street food scene.Design/methodology/approachAdopting a quantitative research design, this study utilises an integrated model combining the Stimulus-Organism-Response (S-O-R) and Attitude-Social-Influence-Efficacy (ASE) models. This approach facilitates a comprehensive analysis of the factors influencing consumer behaviour towards street food consumption. The methodology includes surveys and structured interviews with consumers and vendors to assess perceptions, attitudes and behaviours linked to street food in Oman.FindingsThe research identifies key sociocultural, economic and marketing factors that significantly influence consumer engagement with street food. It highlights how traditional elements, such as local customs and societal norms, interplay with contemporary marketing strategies to shape consumer preferences and experiences. The findings suggest that street food not only enhances the culinary experience for travellers but also plays a crucial role in the sustainable development of local tourism economies.Originality/valueThis study contributes to the existing literature by providing a novel empirical exploration of street food consumption in Oman, a relatively underexplored area within tourism research. It offers valuable insights into how street food can be leveraged to bolster local economies and enrich the tourist experience through sustainable practices. By integrating the S-O-R and ASE models, this research provides a unique framework for understanding the dynamic relationship between street food culture and consumer behaviour in a Middle Eastern context.

Using machine learning to develop customer insights from user-generated content

Uncovering customer insights (CI) is indispensable for contemporary marketing strategies. The widespread availability of user-generated content (UGC) presents a unique opportunity for firms to gain a nuanced understanding of their customers. However, the size and complexity of UGC datasets pose significant challenges for traditional market research methods, limiting their effectiveness in this context. To address this challenge, this study leverages natural language processing (NLP) and machine learning (ML) techniques to extract nuanced insights from UGC. By integrating sentiment analysis and topic modeling algorithms, we analyzed a dataset of approximately four million X posts (formerly tweets) encompassing 20 global brands across industries. The findings reveal primary brand-related emotions and identify the top 10 keywords indicative of brand-related sentiment. Using FedEx as a case study, we identify five prominent areas of customer concern: parcel tracking, small business services, the firm's comparative performance, package delivery dynamics, and customer service. Overall, this study offers a roadmap for academics to navigate the complex landscape of generating CI from UGC datasets. It thus raises pertinent practical implications, including boosting customer service, refining marketing strategies, and better understanding customer needs and preferences, thereby contributing to more effective, more responsive business strategies.

Beyond-money framing and customer decision to patronise Islamic banking: an experimental study

PurposeThe recent growth of Islamic bank (IB) assets in Indonesia has been mainly driven by government interventions rather than the organic development on the demand side. A novel approach to attract new consumers, increase market share and accelerate its development is the need of the hour. This study aims to propose beyond-money framing that promotes the Shari’ah and social dimensions of IB’s products on top of its contemporary marketing strategy. This paper examines whether this technique can advance IBs selection.Design/methodology/approachThis paper uses the (online) laboratory experiment involving 192 high- and low-literate participants from Generation Z (Gen Z). Using difference tests and Logit regression, this paper examines the impact of beyond-money framing on customers decision-making.FindingsBeyond-money framing has a significant impact in influencing customers decisions to select profit-and-loss sharing (PLS) products offered by IBs. The effect of the framing accelerates in the high-literate customers.Research limitations/implicationsThe contract examined is only the PLS one (mudharabah). Respondents are also restricted to Gen Z. This study does not separate the effect of Shari’ah and social aspects from beyond money framing.Practical implicationsTo attract new customers, IBs should emphasise their products’ social and Shari’ah features rather than relying solely on a low-price strategy.Originality/valueTo the best of the authors’ knowledge, this paper is the first study proposing the framing strategy for IBs and examining its impact on IB’s product acceptance in Indonesia.

Marketing Strategies in the Era of Mobile Applications: The Use of Geolocation and Contextual Advertising

"This comprehensive study embarks on an exploration of contemporary marketing strategies within the dynamic landscape of mobile applications, particularly emphasizing the utilization of geolocation and contextual advertising. The crux of this research lies in dissecting the effectiveness and inherent challenges of these cutting-edge marketing tactics. By systematically analyzing various case studies and current literature, the study unveils the substantial impact of geolocation-based marketing and contextual advertising on enhancing customer engagement and driving sales, underscoring the significant return on investment these strategies offer. However, this exploration is not without its complexities. The study investigates the technical challenges, including issues of data accuracy and platform integration, and critically examines the ethical and privacy concerns that are increasingly coming to the fore in the digital marketing domain. The research highlights the delicate balance marketers must maintain between leveraging innovative technologies and respecting consumer privacy, especially in light of stringent regulatory landscapes like GDPR and CCPA. A unique aspect of this study is its forward-looking approach, offering strategic recommendations for marketers to harness these technologies effectively. It also identifies and suggests areas for future research, particularly focusing on the evolving nature of privacy regulations and the potential impact they hold on shaping future marketing strategies. This study not only contributes to the academic discourse in digital marketing but also serves as a strategic guide for practitioners in the field, paving the way for responsible and efficient use of technology in marketing."

Enhancing Visual and Advertising Design: Insights and Strategies for Marketers

This paper explores the pivotal role of visual and advertising design in contemporary marketing strategies. Drawing upon insights from cultural sensitivity, technological integration, process optimization, and implementation strategies, the study elucidates the multifaceted nature of design considerations in driving consumer engagement and brand loyalty. Through a comprehensive analysis, this research offers practical recommendations for marketers to optimize design strategies and maximize campaign effectiveness in a dynamic and competitive marketplace.

The Impact of TikTok Influencers Endorser on Consumer Purchase Intentions for Scarlet Whitening Brand

This study examines the impact of TikTok influencers on consumer purchase intentions, focusing on Scarlet Whitening products. Utilizing a quantitative approach, data was collected via survey methods from TikTok users familiar with Scarlet Whitening products. Analysis revealed a significant correlation between TikTok influencers' endorsements and customer purchase intentions, highlighting the influencers' substantial role in shaping consumer behavior. The findings underscore the importance of considering social media influencers in contemporary marketing strategies, particularly for businesses in sectors like cosmetics and beauty. Academically, this study contributes to understanding digital-age consumer behavior, while practically, it offers insights for enhancing marketing plans through strategic influencer collaborations.

Children, young people and the Commercial Determinants of Health.

The commercial determinants of health (CDoH) have a significant impact on the health and well-being of children and young people (subsequently referred to as young people). While most research has focused on the influence of harmful industry marketing on young people, more recent CDoH frameworks have emphasized that a range of commercial systems and practices may influence health and well-being. Focusing on the impact of traditional and digital media, contemporary marketing strategies and corporate production and consumption processes, the following article outlines the impact of the CDoH on the health and wellbeing of young people. The article also provides evidence about how young people conceptualize the impact of corporate actors on health, and their involvement in advocacy strategies to respond. The article recommends that when collaborating with young people to understand the impacts of and responses to the CDoH, we should seek to diversify investigations towards the impact of a range of corporate tactics, systems and structures, rather than simply focusing on the impacts of advertising. This should include considering areas and priorities that young people identify as areas for action and understanding why some young people are more vulnerable to commercial tactics than others. Youth are powerful allies in responding to the CDoH. Public health and health promotion stakeholders could do more to champion the voices of young people and allow them to be active participants in the decisions that are made about harmful commercial practices and health.

Emergence of AI in Marketing and its Implications

The "Emergence of AI in Marketing and Its Implications" explores the profound impact of Artificial Intelligence (AI) on contemporary marketing strategies. Through an exhaustive examination of secondary data, this paper illuminates how businesses leverage AI to redefine customer experiences, enhance decision-making, and optimize operational efficiency. Delving into various applications, the paper uncovers how leading companies, exemplified by case studies on Amazon and Netflix, strategically deploy AI to gain competitive advantages in dynamic markets.
 While the benefits of AI in marketing are evident, the paper acknowledges the challenges inherent in this transformative shift. Ethical considerations, privacy concerns, and potential biases in algorithms demand nuanced responses. The conclusion emphasizes the necessity for businesses to adopt responsible AI practices, fostering transparency and accountability.
 This exploration underscores the dynamic nature of the AI-marketing landscape, emphasizing the need for businesses to stay agile and adaptive. As the intersection of technology and marketing evolves, the abstract envisions a future where businesses, armed with innovative AI applications, forge a redefined relationship with consumers. The paper concludes by calling for a balanced approach that integrates innovation with ethical considerations, charting a course toward a future where AI and marketing coalesce for the benefit of businesses and consumers alike.

Mapping the Landscape of Green Marketing: A Systematic and Bibliometric Approach (2004 – 2023)

This research presents a comprehensive bibliometric and systematic analysis of the green marketing literature published between 2004 and 2023, focusing on the evolution of green marketing strategies over time while also examining cultural trends and significant issues within both research and industry literature. By conducting an extensive review of relevant articles, the study underscores the increasing significance of sustainability and environmental responsibility in contemporary marketing strategies. Our objective is to analyze current publishing trends, citation patterns, and leading sources related to green marketing over the past two decades. The findings offer a detailed overview of previous authors' evaluations of publications on green marketing, while also identifying the most frequently referenced articles on the subject. These articles cover a range of critical topics, including enhanced brand reputation, sustainability, sustainable development, green products, long-term profitability, and consumer loyalty. The analysis reveals that green marketing is not merely a passing trend but rather an essential strategy for companies aiming to succeed in a marketplace where consumers are increasingly environmentally conscious. This study contributes to a deeper understanding of green marketing techniques and provides valuable insights for future research, addressing existing gaps in the literature and offering practical guidance for the implementation of sustainable marketing strategies in real-world contexts. By highlighting the importance of integrating sustainability into marketing practices, this research aims to inspire both academics and practitioners to further explore the dynamic field of green marketing.

Using Artificial Intelligence (AI) in Developing Marketing Strategies

This research explores the application of artificial intelligence (AI) in contemporary marketing strategies. Through case analysis of leading companies, the study uncovers how AI contributes to market data analysis, marketing personalization, trend forecasting, marketing process automation, recommendation systems, and chatbot development. Data was collected by studying existing literature and analyzing case studies of companies such as Amazon, Netflix, Starbucks, Spotify, Alibaba, and Sephora. The results show that using AI in marketing improves operational efficiency, enriches the customer experience, and increases engagement and loyalty

A Four-Step Method for the Selection of CRM Software Packages

Customer relationship management (CRM) systems are growing in importance as essential tools to exploit such data, enhancing sales, productivity, and customer satisfaction, becoming the foundation of contemporary marketing strategy. Its purpose is to personalize a business relationship, whether it’s B2B or B2C, in hopes that this personalized and strategic touch will result in more business. However, existing CRM selection methods suffer from several limitations, which make their actual implementation often impractical. Therefore, this article proposes a novel method to support firms in the selection of the most appropriate CRM according to their needs. The proposed method resorts to the analytic hierarchy process (AHP) to classify the most relevant criteria for the focal firm's needs and to fuzzy AHP (FAHP) to identify the most suitable alternative. An illustrative implementation of the method is also presented in the article as the case study. Furthermore, we show how the method can be straightforwardly adapted to various circumstances and discuss its implementation in SME.

STRATEGIC MARKETING OF NIGERIAN TEXTILES: EMPLOYING DATA ANALYTICS TO UNDERSTAND GLOBAL CONSUMER PREFERENCES FOR TRADITIONAL FABRIC ART: A REVIEW

In recent years, the Nigerian textile industry has been poised to reclaim its position on the global stage, leveraging its rich history and vibrant fabric artistry. This research paper delineates the pivotal role of data analytics in reshaping the strategic marketing approaches within the sector, aiming to align with global consumer preferences more adeptly. Through a meticulous literature review, the study explores the evolutionary journey of Nigerian textile artistry and the integration of contemporary marketing strategies, emphasizing the potential growth and developments foreseen in the industry. The methodology adopted in this research is a comprehensive literature review, where various scholarly articles and case studies were analyzed to glean insights into the current trends and prospective developments in the industry. This approach facilitated a deep understanding of the existing gaps in the literature and the potential avenues for further research. The findings underscore the transformative potential of data analytics in revolutionizing the Nigerian textile industry. By fostering targeted marketing campaigns and product innovations that resonate with a global audience, the industry stands to witness unprecedented growth and economic contributions to the nation. In conclusion, the study recommends the integration of data analytics as a cornerstone strategy in the industry, advocating for capacity-building initiatives to equip industry players with the requisite skills to navigate the evolving landscape. Furthermore, fostering collaborations and partnerships with international entities is seen as a vital step towards enhancing the global visibility of Nigerian textiles, thereby ushering in a new era of prosperity and innovation in the sector.

Investigate the Viability of Digital Marketing on Buying of Extravagance Brands from Customer Perception

Companies have looked for to adjust compelling advanced promoting strategies to urge a competitive advantage as the industry shifts away from brick-and-mortar to e-commerce. Within the retail segment, versatile gadgets are getting to be more noteworthy, and modern buyer merchandise with transportable Web associations are presently being created at a fast speed. Advanced gadgets may perform numerous of the same capacities as tablets, but they can have extra usefulness such as standardized identification skimming, position-based apps, and close stop communique. Such nuts and bolts shape the innovation can be accomplished and utilized into the modern promoting techniques and hones, the show ponder is an exertion to examine the affect of digitalization on the modern showcasing methodologies and hones. The ponder is taken after by a overview investigation, by collecting the essential information, and come about that a positive impact of digitalization and its utilize within the modern showcasing techniques and hones with a noteworthiness level below 5%. Contribution: The first extremely important behavioral trend is the expansion of the consumption of technology, related to Internet growth. The growth of e-commerce is an essential factor in the expansion of young purchasers' technology consumption. Digitalization is made feasible by the extensive use of contemporary cellphones that operate on GSM networks and have Internet connection. The present study will contribute to the body of literature related to the luxury brand consumption predicted by the usage of digitalization. The research will fill in the gaps by incorporating the specific population for this study. Because it entails researching business models utilizing digital technology in order to decrease costs and increase the company's worldwide reach, digitalization is becoming more essential in today's competitive market. Due to the fact that the store is not in a set place, it not only benefits consumers, but it also relieves the organization's stress by eliminating the possibility of wear and tear or theft of products. It also guarantees quality and helps to minimize fraud since there is transparency in the company and a highly competitive market where consumers have the freedom to make their own decisions about what to buy. Keywords: Digitalization, Contemporary Marketing Strategies DOI: 10.7176/JMCR/87-02 Publication date: October 31 st 2022

Digitalization and its impact on contemporary marketing strategies and practices

Digitalization and its impact on contemporary marketing strategies and practices

Technological Innovation: An Assessment of Operational Practices of Small and Medium Textile Enterprises in Ghana

Fundamentally, technology is the key to achieving a competitive advantage. Novel and advanced technologies and manufacturing systems have turned the attention of labour-intensive firms towards technological attractiveness. In the textile industry, advancements in technology and products are massive. The study sought to assess the extent to which managers of Small and Medium Textile Enterprises (STMEs) are taking advantage of the technology available in textile designing, production and marketing space, as there is a growing interest worldwide to boost the innovative activity of enterprises, especially technological innovation. The study is quantitative research. A multi-stage sampling procedure involving convenient, purposive and stratified sampling techniques was employed in this study. A sample size of 300 was drawn from the 80 SMTEs. The study discovered that most of the textile enterprises in Ghana mostly use computer-generated designs, manual screen printing and digital embroidery technologies in their production. The study also established that SMTEs continually resort to traditional advertising techniques rather than contemporary marketing and advertising mediums for marketing their products. In view of this, SMTEs should seek more knowledge regarding innovative contemporary marketing strategies to increase patronage.

Contemporary marketing strategy: ambush marketing – with low budget, but augmented customer attention

Contemporary marketing strategy: ambush marketing – with low budget, but augmented customer attention

An Emerging Theory of Avatar Marketing

Avatars are becoming increasingly popular in contemporary marketing strategies, but their effectiveness for achieving performance outcomes (e.g., purchase likelihood) varies widely in practice. Related academic literature is fragmented, lacking both definitional consistency and conceptual clarity. This article makes three main contributions to avatar theory and managerial practice. First, to address ambiguity with respect to its definition, this study identifies and critically evaluates key conceptual elements of the term avatar, offers a definition derived from this analysis, and provides a typology of avatars’ design elements. Second, the proposed 2 × 2 avatar taxonomy suggests that the alignment of an avatar’s form realism and behavioral realism, across different contingencies, provides a parsimonious explanation for avatar effectiveness. Third, the authors develop an emerging theory of avatar marketing by triangulating insights from fundamental elements of avatars, a synthesis of extant research, and business practices. This framework integrates key theoretical insights, research propositions, and important managerial implications for this expanding area of marketing strategy. Lastly, the authors outline a research program to test the propositions and insights as well as advance future research.

Letter from the Editors: Contemporary Popular Culture and Social Criticism

Letter from the Editors: Contemporary Popular Culture and Social Criticism

The relation between gamers audiences and gaming industry workforce

Relationships between gaming audiences and the industry workforce have been a significant factor for decades, becoming an economic driver for high-profile studios, which has led to an increase in budget size and a tightening of deadlines. The definition of creative media products under capitalism as “research, product planning and design, packaging, publicity and promotion, pricing policy, and sales and distribution” (Ryan, 1991, p.186) resonates perfectly with contemporary marketing strategies The inherent complexity of marketing strategy in this view accounts for heightened risks, which make the creation of original products from scratch a difficult proposition. This, in turn, can account for a certain aversion to risk, which makes sequels and serialization a preferred option, whereby games become mere products, and audience mere consumers. The aim of this article is to trace the process through which the games industry’s core audience became defined, as it relates to how certain game titles became established in the market, and how this affected working conditions for game developers. The scope of this article is big-budget game titles, and how these related to the establishment of certain pervasive, potentially harmful audience expectations in the games industry.

From the Editors

2018 was marked by a variety of celebrations of the 100th anniversary of Poland’s independence. Therefore, it was impossible to ignore this great event also in terms of scientific reflection. We decided to include into this and the next issue a few interesting cultural studies on various aspects of the regained independence. The first mini cycle is comprised of three ar­ticles is dominated by research on the prefiguration of what happened in 1918. Włodzimierz Toruń (KUL) analyzes a few sketches, or rather, liter­ary essays by Cyprian Norwid, written after the fall of the January Upris­ing (1864), expressing the poet’s critical views on the Polish roads to na­tional sovereignty. The Poles “know how combat” but they “do not know how to fight,” Norwid writes, at the same time pointing to the importance of spiritual independence, which in his opinion is more meaningful than the political one. Wilhelm Coindre (UKSW) turns toward interesting in­dependence themes in the works of Maria Dąbrowska. The school strike in Kalisz in 1905 became an inspiration for that writer to undertake deep reflection about what the coming independence is to be like. The triptych is closed by the article by Karol Samsel (UW) on a little-known “post-ro­manticistally entangled” intellectual independence journalism of Joseph Conrad, providing a very interesting analysis from the perspective of the intertextual method, as a precise deconstruction of a highly sophisticated, elegant “literary game.”
 The second part of the issue consists of a number of highly diverse, but in any case interesting essays. The team of five authors (a setting to which we are not accustomed to in the humanities): Aleksandra Smołka- Majchrzak, Jakub Lickiewicz, Thomas Nag, Conrad Ravnanger, and Marta Makara-Studzińska present the results of their research combining clinical medicine and cultural studies, analyzing the effectiveness of tools to evaluate training geared to prevent aggressive behavior towards medi­cal staff from an intercultural perspective. Further, we include a cross-sec­tional, historical-cultural analysis of the significance of church music in the history of the Church by Fr. Robert Tyrała (UPJPII). An interesting proposal for interpretation of contemporary marketing strategies of book promotion, and more broadly, the “celebritization” of authors, was stud­ied by Edyta Żyrek-Horodyska (Jagiellonian University) on the example of a journalist and writer-reporter Mariusz Szczygieł, who perfectly illus­trates these transformations in the space of media activity (especially so­cial media), where the writer becomes not only an author but also a pro­tagonist of their work. The media study by Olga Białek-Szwed (KUL), in which the author aims to present correlations between contemporary civi­lization and cultural transformations and the situation of the human be­ing as a consumer of the mass media in the 21st century, shows the speci­ficity of some mechanisms governing contemporary media, such as media voyeurism, the so-called online living, or the metaphor of the synopticon.
 The issue closes with a text by Paweł Krokosz (UPJPII), under the in­triguing title Od przedawcy pierożków do generalissimusa [From pie seller to the generalissimo], bringing closer the little-known figure of Alexander Mienshykov, a man from the social lowlands, who made friends with Tsar Peter I and managed to achieve considerable wealth, prominent state posi­tions and the highest ranks of command in the Russian army and war fleet. He even tried unsuccessfully, after the tsar’s death, to take over the leader­ship of all state affairs. In 1727, he was arrested and convicted to exile in Berezovo, Siberia, with his family.
 As always, we wish you a pleasant and useful scientific reading!