Artificial Intelligence (AI)-driven hyper-personalisation has reconfigured digital marketing by embedding predictive analytics and automated decision-making into everyday consumer interactions. While these systems enhance marketing efficiency and engagement, they simultaneously intensify concerns regarding surveillance, behavioural manipulation, and erosion of consumer autonomy. Existing global scholarship recognises these risks; however, limited context-specific analysis interrogates how such dynamics unfold within emerging regulatory environments. This study addresses that gap by critically examining how AI-driven hyper-personalisation reshapes consumer privacy in South Africa and evaluating the adequacy of its regulatory framework in comparison with international standards such as the European Union’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). A desktop-based systematic literature review was conducted using the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework to synthesise peer-reviewed studies published between 2019 and 2025. The findings reveal that AI-driven personalisation systems operate through opaque algorithmic profiling mechanisms that weaken informed consent and shift control away from consumers. Although South Africa’s Protection of Personal Information Act (POPIA) establishes foundational data protection principles, it lacks AI-specific provisions addressing explainability, automated decision-making, and effective consumer redress. In contrast, while the GDPR and CCPA provide more explicit safeguards, enforcement and technical interpretability challenges persist even within these jurisdictions. The study argues that the regulatory disparity between South Africa and more mature digital economies exposes local consumers to heightened risks within transnational digital marketing ecosystems. It concludes that strengthening AI-specific governance, enhancing institutional audit capacity, and embedding ethical design principles are necessary to reconcile technological innovation with consumer rights in both South African and global contexts.

The design of the Blibli for Business Insight Day campaign focuses on analyzing the implementation of digital marketing strategies through a creative and strategic design approach. This study employs the STP (Segmentation, Targeting, and Positioning) framework, Design Thinking, and the Multimedia Development Life Cycle (MDLC) method to create effective B2B marketing materials. The campaign was developed through active participation, observation, interviews, and a comprehensive literature review. It aims to produce content that resonates with the target B2B audience by integrating design thinking with marketing strategies. The research highlights how the combination of design and marketing strategies helps strengthen the audience’s understanding of the value of the solution and the reliability of the product. Furthermore, the campaign supports business decision-making processes by delivering educational visual media. The primary goal of the campaign is not only to promote Apple products but also to educate companies on the operational efficiency of utilizing Apple products in their business processes, showcasing their benefits for long-term business success.

The research examines the mediating role (through digital technologies) of the relationship between social media and hospitality performance in Jordan. As the scope of using online platforms to engage customers, their services, and communication with brand has intensified, knowledge of their direct and indirect effects on performance has become more relevant particularly as the digital transformation redefines operations within the hospitality sector. The study was done with a quantitative, cross-sectional research design where a structured questionnaire was given to 167 professionals working in hospitality related organizations in Jordan. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the received data. It has been established that social media has strong direct influence on the performance of the hospitality industry, and its influence seems to be better mediated by means of the use of digital technologies. It is worth mentioning that the digital integration proves to be a strong mediator that has contributed to the impact of social media on customer satisfaction, service quality, and operational efficiency. These findings highlight the strategic value of integrating digital technologies in the social media models in a bid to initiate sustainable performance gains. The study adds value to the literature in that it empirically proves the concept of digital integration as a dynamic capability, as well as introduces a model that can be applied to the development policy of the hospitality sector in emerging economies. It also provides valuable professional knowledge to managers and policymakers in the hospitality industry by indicating that they should invest in the infrastructural development of technology, digital solutions, and workforce skills to take full advantage of the potential of social media. Through digital innovations coupled with social media strategies, the hospitality organizations in the emerging economies such as Jordan will be in a position to leverage sustainable growth and competitive edge in the digital age.

Moringa oleifera leaves are a local resource with high nutritional value and the potential to be developed into various value-added food products. However, the use of moringa leaves by the community is still limited to traditional consumption, resulting in suboptimal economic value. This community service activity aims to improve the knowledge, skills, and entrepreneurial spirit of the community through training in the innovation of moringa leaf-based food products as an effort to strengthen the creative economy. The program implemented outreach, training, product development, packaging assistance, and digital marketing strategies. Targeting housewives, MSMEs, and village youth, the initiative focused on developing moringa nuggets. The results of the activity demonstrated an increased understanding of the benefits of moringa leaves among participants, an increased ability to process innovative food products, and a growing interest in developing businesses based on local potential. This program contributed to creating new business opportunities and increasing the added value of the community's economy. This finding is in line with various community service programs that show that moringa leaf product innovation can improve community skills, the economic value of local products, and the development of village-based businesses.

This study aims to analyze the influence of Social Media Marketing and Word of Mouth on Marketing Promotion with Brand Image as a mediating variable in Flamboyan Gorontalo MSMEs. This study is motivated by the importance of utilizing social media and word of mouth communication in increasing the effectiveness of MSME marketing promotion amidst increasingly competitive business competition. The research method used is a quantitative approach with a survey technique. Data were obtained by distributing questionnaires to consumers who have purchased Flamboyan Gorontalo MSME products. The sampling technique used was accidental sampling. Data analysis was carried out using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) through the SmartPLS application. The results of the study indicate that Brand Image has a positive and significant effect on Marketing Promotion. Word of Mouth has a positive and significant effect on Brand Image. Conversely, Social Media Marketing has no significant effect on Brand Image or Marketing Promotion. In addition, Word of Mouth also has no significant effect on Marketing Promotion. The results of the indirect effect test indicate that Brand Image is unable to mediate the effect of Social Media Marketing on Marketing Promotion or the effect of Word of Mouth on Marketing Promotion. The research findings indicate that the success of marketing promotions in the Flamboyan Gorontalo MSME is more determined by the strength of its brand image than by social media marketing activities and direct word-of-mouth communication. This research contributes to the development of digital marketing and brand management literature, and provides input for MSMEs in designing marketing strategies that focus on strengthening brand image to increase the effectiveness of marketing promotions and business competitiveness.

Mapping the digital marketing hard skills of university students in the visegrad region

Background: This research aims to determine the influence of digital marketing and E-WOM on the purchase decisions of Wardah Unida Gontor students regarding products. Objective: This research examines the influence of digital marketing and E-WOM on the purchase decisions of Unida Gontor students regarding Wardah products. This study was analyzed with SmartPLS version 4.0.9.0. Method: This study employed a quantitative research design. Data were gathered through purposive sampling, yielding 112 respondents among Unida Gontor female students who had purchased Wardah products. Analysis was carried out using the SEM-PLS method. Results: Findings indicate that digital marketing does not significantly affect Wardah product purchase decisions, while E-WOM shows a positive and significant influence on those decisions. Conclusion: Contains Digital marketing had no significant effect on the purchase decisions of Unida Gontor female students. By contrast, E-WOM exerts a positive and meaningful influence on their decision to buy Wardah products. Keywords: Digital Marketing; Purchase Decision; Electronic Word of Mouth; Islamic Business Ethics.

This Community Service Program aimed to improve students’ understanding of entrepreneurship and strengthen entrepreneurial character among students of SMK Bintang Muda 88, Tana Toraja Regency. The activity was designed to foster an entrepreneurial mindset, creativity, innovation, independence, and readiness to face labor market challenges and modern economic development. It also introduced business opportunities and the use of digital technology, particularly digital marketing, to support business growth. The program was implemented through lectures, interactive discussions, question-and-answer sessions, and entrepreneurial motivation delivered by the speakers. A total of 134 students from the Heavy Equipment Engineering and Accounting majors participated in the activity. Data were collected through observation, interviews, and documentation during the implementation process. The results showed that the entrepreneurship seminar positively improved students’ awareness of the importance of entrepreneurship and encouraged the development of entrepreneurial character. Students became more motivated to generate business ideas, recognized the value of creativity and innovation, and gained confidence in presenting their ideas. They also developed a better understanding of digital marketing strategies as relevant business opportunities in the modern era. In conclusion, this seminar served as an effective educational medium for developing productive, creative, innovative, and independent students. The activity is expected to be implemented continuously to strengthen entrepreneurship education in the school environment.

The Android-based inventory management application for MSMEs is designed to enhance efficiency and accuracy in inventory management for micro, small, and medium enterprises (MSMEs). The application offers features such as adding, reducing, and updating stock items, tracking transaction history, and generating real-time stock and sales reports. With an intuitive and user-friendly interface, this application simplifies inventory management for users. User data security is ensured through secure authentication, data encryption, and regular backups. Continuous maintenance and user support are also provided to ensure the application remains stable and meets user needs. This application contributes to the digitalization process of MSMEs, helping them improve operational efficiency and compete in an increasingly digital market.

The rapid development of digital media has transformed the ways religious messages are produced, circulated, and received, creating both opportunities and challenges for religious communicators. This study examines the social media management strategy implemented by Habib Husein Ja’far Al Hadar, one of the most influential millennial preachers in Indonesia, through the theoretical framework of inclusive da’wah. Using a qualitative descriptive approach combined with content analysis and framing analysis, this study systematically analyzes Habib Ja’far’s digital content on Instagram (@husein_hadar), TikTok (@huseinjafar), YouTube (Jeda Nulis and Log In by Deddy Corbuzier), as well as various cross-platform collaborations. The findings reveal a multilayered and sophisticated model of social media management based on five main pillars: (1) content adaptation according to platform characteristics, (2) algorithmic optimization through audience engagement engineering, (3) the construction of inclusive interreligious narratives, (4) audience co-creation and participatory communication, and (5) brand identity consistency within digital flexibility. Habib Ja’far’s approach demonstrates that inclusive da’wah is not merely a theological orientation, but a strategic communication framework that integrates Islamic values of rahmah, tawassuth, and hikmah with the principles of contemporary digital marketing.

ABSTRACT Micro, Small, and Medium Enterprises (MSMEs) play a significant role in economic development and international trade in Southeast Asia. With increasing global competition, the adoption of digital technologies and sustainable business models has become essential for MSMEs aiming to expand across borders and sustain long-term growth. This study investigates how digital marketing and entrepreneurial capabilities affect sustainable cross-border expansion of MSMEs in Indonesia and Malaysia, with energy efficiency as a mediating factor, using Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis. A quantitative, cross-sectional research design was employed, and data were collected through a structured questionnaire from 120 MSME owners and managers involved in digital business and cross-border trade. The collected data were analyzed using descriptive statistics, reliability and correlation analysis, and Structural Equation Modeling (SEM). The results indicate that digital marketing capabilities significantly enhance sustainable cross-border growth, while entrepreneurial capabilities positively influence business growth and strategic flexibility. These findings support the need for MSMEs to transform their retail and consumer marketing strategies, as digital tools foster better engagement and global market reach. Furthermore, energy efficiency practices were found to have a positive effect on sustainable MSME performance and partially mediate the relationship between digital strategies and cross-border expansion. These findings highlight the importance of integrating digital marketing strategies, entrepreneurial competencies, and sustainable practices to strengthen MSME competitiveness. The study suggests that policymakers and business support organizations should promote digital transformation and sustainable entrepreneurship to facilitate MSME growth in an increasingly dynamic and competitive global market.

This study examines motivational and capability barriers to internet non-adoption in Thailand’s near-saturated digital economy. Using the 2025 Q4 ICT Household Survey conducted by Thailand’s National Statistical Office, the analysis focuses on 20,633 adult non-adopters who report either motivational or capability-related barriers. The dependent variable distinguishes capability non-adoption, defined as lack of skill or awareness, from motivational non-adoption, defined as lack of perceived need or privacy/security concerns. Weighted logistic regression with normalised population weights, PSU-clustered robust standard errors, and average marginal effects is used to estimate associations between household ICT access, age, education, employment, smartphone access, and barrier type. Motivational barriers account for 56.2% of the two-category non-adopter population and capability barriers for 43.8%. Although motivational reasons are the more common, household ICT access is positively—if modestly—associated with capability rather than motivational barriers (average marginal effect +1.7 percentage points): capability-constrained non-adopters are concentrated in connected households, the compositional signature predicted by the second-level digital divide. Age does not significantly moderate this association. Among older non-adopters, education, employment, and smartphone access are negatively associated with capability barriers, while household ICT access is not. The findings suggest that in post-access digital economies, household connectivity is insufficient for digital market inclusion; individual-level skills and device access become central to expanding effective digital market reach.

With the growth and rise of social media platforms, the way organizations interact with consumers and value their brands has changed. In the Fast-Moving Consumer Goods (FMCG) industry, social media engagement has become a key strategic priority, playing a vital role in building consumer-brand connections and improving market results. The present study explores the effects of social media involvement on the performance of brand extension and the possibility of the brand equity as a mediator between involvement with social media and brand extension performance for Uttar Pradesh based FMCG consumers in India. A quantitative research design was used and the primary data were gathered from 487 FMCG consumers, who were asked to fill a structured questionnaire. Partial Least-Square Structural Equation Modeling (PLS-SEM) using SmartPLS 4 was used for testing the proposed hypotheses. The results show that social media engagement has significant effects on brand equity (β = 0.671, p<0.001) and brand extension performance (β = 0.247, p<0.001) respectively. Moreover, brand equity has a positive and strong influence on the brand extension performance (β = 0.548, p < 0.001). Mediation analysis further showed that brand equity partially mediated the relationship between social media engagement to brand extension performance (β = 0.368, p < 0.001). The findings reflect the value of engaging social media in enhancing ‘Brand Value' and in supporting successful brand extension programs. The study adds to the existing body of knowledge in the field of digital marketing and digital brand extension literature by developing and building a framework that combines social media engagement, brand equity and brand extension performance. Findings also offer some practical applications for FMCG managers who wish to use social media to build brand equity and to boost the effectiveness of brand extension strategies. This study found that the keywords Social Media Engagement, Brand Equity, Brand Extension Performance, FMCG Industry, Consumer Behaviour and PLS-SEM can be used to understand the consumer engagement in Social Media platform, brand equity, brand extension performance, the FMCG industry, consumer behaviour and PLS-SEM in Uttar Pradesh.

Health marketing research has paid limited attention to how everyday digital platforms function as informal health marketing systems that shape adolescents’ perceptions of appearance, self-worth, and treatment value. Positioning social media platforms as marketplace-mediated environments that produce health-related norms and consumer vulnerability, this study examines dental self-confidence (DSC) as a form of health-related market value among adolescents. Using data from 502 parent-child dyads in New Zealand and applying multivariate analysis and PLS-SEM, the findings show that lower dental self-confidence is associated with greater social and psychological impact (PI), with social impact operating as a key pathway. Active social media use was associated with a weaker protective DSC-PI association. This study extends health marketing theory by (a) conceptualizing dental appearance as a form of health-related market value, (b) positioning everyday digital platforms as informal health marketing systems, and (c) extending consumer vulnerability frameworks to adolescent health consumers navigating marketing-mediated appearance norms.

As streaming platforms introduce ad-supported paid subscriptions, they risk undermining user expectations of ad-free experiences. This research examines how justification framing, defined as providing explanations for the inclusion of ads, affects consumer responses. Across three experimental studies, we find that providing a justification increases perceived fairness and subscription intentions, with no significant differences observed across the levels of justification depth examined, and similar effects emerging across different types of justifications. Even minimal justifications improve user acceptance, suggesting that the presence of an explanation, rather than its elaboration, plays a central role. These findings contribute to the advertising and digital marketing literature by highlighting the importance of fairness cues in experiential disruptions within paid subscription models. They also offer practical guidance for platforms navigating communication around ad integration.

Purpose Hospitality and tourism brands face the challenge of effectively building customer engagement (CE) on social media. Drawing on social psychology theories of influence, this study aims to examine how reciprocity and social proof affect hotels’ Facebook CE performance and tests the moderating effect of gender on these relationships. Design/methodology/approach Data were collected from 360 participants in an online experimental survey (Study 1) and from 110 participants in a subsequent eye-tracking study (Study 2). Findings Results reveal that the impact of influence tactics on online CE performance varies by gender and across measures, including behavioral intention, attention and trust. Overall, the eye-tracking study’s findings align more closely with the research hypotheses regarding attention. Research limitations/implications Results suggest that the effectiveness of engagement tactics depends on specific business goals, offering valuable insights for designing targeted social media strategies and future research. Originality/value This study advances understanding of firm-led CE strategies in hotel brands’ social media by exploring the interplay of reciprocity, social proof and gender. The findings advocate for methodological designs that incorporate objective data in future CE research.

The article is devoted to the formation of a framework for strategic management of innovative development of energy companies under conditions of digital transformation, energy transition, military risks, cyber threats and market instability. The relevance of the study is determined by the need to modernize management systems of energy enterprises, develop smart-grid technologies, ensure energy security, and integrate ESG principles into strategic decision-making. The purpose of the study is to develop a conceptual framework that combines strategic, technological, digital, personnel and ESG components into a unified management system. The methodological basis includes a systemic approach, structural-functional analysis, logical generalization, comparison and synthesis of modern scientific approaches to innovative development in the energy sector. The study analyzes existing framework models related to Utility 4.0, digital transformation, ESG-oriented management, data analytics and sustainable energy development. It is substantiated that most existing approaches focus on separate aspects of transformation and do not fully ensure the integration of all key components of strategic management. As a result, a comprehensive framework for strategic management of innovative development of energy companies is proposed. Its structure includes five interrelated blocks: strategic-management, technological-innovative, digital, personnel-competence, and ESG & sustainable development. The strategic-management block acts as the coordinating core of the framework and ensures the alignment of innovation policy, corporate strategy, digital transformation and ESG priorities. The technological-innovative block forms the basis for modernization of energy infrastructure, implementation of smart-grid technologies and development of intelligent energy systems. The digital block creates an information and analytical environment based on digital platforms, Big Data, artificial intelligence and decision-support systems. The personnel-competence block focuses on human capital development, digital skills and innovation-oriented organizational culture. The ESG block integrates decarbonization, energy efficiency, environmental responsibility and sustainable development principles into strategic management. The practical significance of the results lies in the possibility of using the proposed framework to improve strategic management systems of energy companies, strengthen energy security, increase adaptability to crisis conditions and support sustainable post-war recovery of the Ukrainian energy sector. Keywords: ESG, smart-grid technologies, energy security, energy companies, energy efficiency, innovative development, human capital, sustainable development, strategic management, framework, digital transformation, digitalization

ABSTRACT This study examines the use of social networks as a digital marketing and communication tool by Spanish higher education institutions, focusing on differences between public and private universities. Specifically, we have three objectives: (1) Identify differences between Public and Private university users with respect to how they use social media and how successful they have been using this platform; (2) Understand the relationship between the number of students enrolled at each university and how social network sites perform based upon the ownership of the institution (Public vs. Private); (3) Determine whether publication frequency is associated with social media performance differently in public and private institutions. To accomplish these objectives, a quantitative, descriptive-correlational approach was used to look at the entire population of Spanish universities (total n = 86; 58% Public, 42% Private). Data were collected from official university Facebook, Instagram, Twitter (X), and YouTube accounts for a continuous 13-week period, along with official statistics regarding the number of students enrolled in their respective institutions. Results show that public universities demonstrate stronger social media performance when absolute indicators are considered, including followers, publications, and user interactions across most platforms. However, when these indicators are adjusted for student population size, private universities consistently outperform public institutions. Therefore, private universities employ more effective social media strategies than public ones, particularly on Instagram. The research contributes to the literature by correcting for institutional size bias and offers practical implications for university managers seeking to optimize digital marketing strategies.

This study aims to examine in depth the influence of digital marketing in political campaigns in Indonesia. This research departs from the gap between the theoretical potential of digital marketing, widely discussed in the global literature, and its empirical application, which remains limited in the Indonesian political context. The contemporary political dynamics in Indonesia an increasingly dependent on information technology and social media, making this study both relevant and urgent. The research method uses qualitative bibliometric analysis with primary data obtained from the Scopus database. The data were processed in RStudio and filtered according to the PRISMA protocol, yielding 58 journal articles that were systematically analyzed. The results show that digital marketing strategies, particularly through social media, data-driven micro-targeting, and creative content, have shifted the paradigm of political campaigns from traditional approaches to more personalized, interactive, and measurable interactions. The trend analysis also reveals the evolution of research focus, from the initial platform adoption stage to more complex strategies, involving artificial intelligence, digital ethical issues, and platform governance. The study concludes that digital marketing has transformed the Indonesian political campaign landscape, making in more dynamic. However, its effectiveness still requires support in the form of increasing people’s digital literacy, protective regulations, and follow-up research using a mixed-methods approach to empirically measure causal impacts. This research contributes to the development of digital political marketing literature while providing practical implications for political actors and policymakers in Indonesia.

Inadequate product photography represents a persistent barrier to effective digital marketing among micro-scale culinary enterprises in Indonesia. This community service study aimed to enhance the digital marketing capacity of MSME Dapoer KuKia through structured product photo editing training using the Snapseed mobile application, while evaluating technology acceptance using the Technology Acceptance Model (TAM). The program was implemented over eight weeks through a Participatory Action Research (PAR) approach, comprising four structured training sessions and guided independent practice. A 14-item TAM questionnaire with established content validity was administered at pre- and post-intervention time points, and changes were assessed using the Wilcoxon Signed-Rank Test. Results confirmed significant improvements across all four TAM constructs (W = 0, N = 14, p < 0.05). Perceived Ease of Use recorded the highest improvement, increasing from a mean of 2.00 to 4.50 (+125.0%), followed by Perceived Usefulness from 2.25 to 4.25 (+88.9%), and both Attitude toward Using and Behavioral Intention to Use from 3.00 to 4.67 (+55.6%). These findings demonstrate that contextual, hands-on mobile technology training effectively dismantles perceived complexity barriers and enhances technology acceptance among micro-scale culinary MSME practitioners.