Abstract Digital marketing has transformed the way consumers search for information, evaluate alternatives, and make purchase decisions, yet consumer responses to digital marketing efforts vary due to multiple underlying influences. The present study aims to identify the key factors shaping consumer buying behaviour in the digital marketing environment using an exploratory factor analysis approach. Primary data were collected from consumers across selected districts of Himachal Pradesh through a structured questionnaire measured on a five-point Likert scale. A multi-stage sampling design was adopted, resulting in 633 valid responses for analysis. The suitability of the data for factor analysis was confirmed through reliability testing, the Kaiser–Meyer–Olkin measure, and Bartlett’s Test of Sphericity. Principal Component Analysis with Varimax rotation was employed to extract the underlying dimensions influencing consumer behaviour. The results revealed eight distinct factors, reflecting the combined influence of social and community dynamics, personal and demographic characteristics, platform convenience, promotional and visual appeal, security and privacy concerns, price sensitivity, deal-seeking behaviour, and AI-driven personalization. These factors together explain a substantial proportion of variance in consumer buying decisions, highlighting the multidimensional nature of digital consumer behaviour. The study contributes to the existing literature by providing empirical evidence from a regional context and offers actionable insights for managers and digital marketers seeking to design consumer-oriented digital marketing strategies. Keywords: Digital Marketing, Consumer Buying Behaviour, Exploratory Factor Analysis, Consumer Behaviour, Himachal Pradesh

ABSTRACT As the world transitions toward a digital economy, innovative mechanisms supported by digital transformation drastically reduce greenhouse gas emissions and improve environmental quality. This study investigates the co‐evolution of industrial enterprises and governments' behavior toward a low‐carbon transition by leveraging digital economy initiatives and green technological innovation. Anchored in government low‐carbon policies, we develop a strategic evolutionary game model that captures the dynamic interactions between industrial enterprises that choose technological innovation and the government's promotion of digital economy strategies. Numerical simulations conducted in MATLAB reveal how enterprises' emission‐reduction behavior responds to varying incentives, costs, and policy interventions. The results highlight three key insights. Firstly, the interaction between governments and enterprises forms an adaptive equilibrium, in which mutually reinforcing strategies accelerate the development of the digital economy and green innovation. Secondly, the willingness of industrial enterprises to reduce CO 2 emissions is highly sensitive to the clarity of subsidies, cost constraints, and social benefits; weak incentives or ambiguous policies lead to insufficient reductions. Thirdly, multiple drivers—including emission‐reduction costs, government subsidies, additional innovation expenses, social benefits, and potential economic gains—jointly shape strategic choices. By integrating game‐theoretic modeling with simulation analysis, this study offers both strategic and policy‐oriented pathways for promoting sustainable industrial transformation. Conclusively, it contributes to advancing low‐carbon governance by providing actionable insights toward the development of the digital economy and green innovation, which will ensure sustainable policy futures.

The utilization of digital technology in the Industry 4.0 era has become crucial for vocational high school (SMK) students to build economic independence. However, partners at SMKN 1 Selo still face obstacles in optimizing social media and digital platforms as effective promotional tools for student work and self-development. This community service activity aims to enhance students' understanding and skills in using social media (Instagram, TikTok) and other digital platforms as creative marketing instruments. The method employed is a descriptive qualitative approach through participatory training, which includes material presentation on digital branding strategies, visual content creation practices, and copywriting techniques. The results of the activity indicate a significant improvement in students' technical abilities, where they demonstrated the capacity to produce engaging promotional content and understand social media algorithms to reach a wider audience. This study aims to describe the process and impact of utilizing social media and digital platforms as promotional tools for SMKN 1 Selo students. The primary focus of this activity is to provide a deep understanding of personal branding strategies and creative product marketing in the digital age. Through this program, it is expected that SMKN 1 Selo students will possess higher digital competitiveness and the ability to leverage the digital ecosystem to support the promotion of vocational products and their professional profiles in the future.

ABSTRACT This study analyzes the implementation of software designed to automate pallet-rack project development within a metalworking company, integrating agile methodologies with structured project management practices. The initiative is organized into four sequential phases—automated floor plan generation, technical views, bill of materials, and 3D modeling—supported by iterative deliveries and continuous validation. The research outlines the project scope, stakeholder mapping, resources, risks, quality plan, and financial structure, emphasizing how agile practices enhance transparency, adaptability, and operational efficiency. Expected outcomes include a significant reduction in project lead time, elimination of manual quantitative errors, improvement in design standardization, and increased productivity across engineering and production workflows. The project contributes to the company’s broader digital transformation strategy by strengthening technical reliability and enabling scalable process automation. Keywords: Agile methodologies; Project automation; Pallet racking.

The rapid development of digital technology requires Micro, Small, and Medium Enterprises (MSMEs) to adapt by utilizing digital marketing and improving financial management practices. However, many service-based MSMEs have not yet optimized digital promotion and integrated bookkeeping in their business operations. This community service activity aims to enhance the promotion of service MSMEs through the implementation of digital marketing and to strengthen cost control through simple bookkeeping at AND CUSTOM LED. The methods used include an initial survey, practical mentoring, and evaluation of the activities. The mentoring process involved training in promotional content creation, the use of social media as a business communication tool, and the application of daily transaction recording. The results indicate an improvement in the business owner’s understanding and behavior regarding promotional management and financial recording. The MSME owner became more active and consistent in implementing digital promotion strategies and more disciplined in recording income and expenses. In addition, the mentoring encouraged a more independent and well-planned work attitude. Overall, this activity demonstrates that integrating digital marketing with simple bookkeeping can improve the quality of service MSME management and support business sustainability in the digital era.

This research presents a digital communication strategy to highlight peacebuilding practices in communes 13 and 14 of the Aguablanca district, Cali, Colombia. It revisits the perspective of educommunication and the notion of peace “from below” to propose alternative narrative experiences to those developed by the hegemonic media. To this end, digital textualities were created based on the musical “Dónde meter la Cabeza” and the report “Garza Real,” which are the result of co creation processes with the participating communities. The research concludes that educommunication is compatible with civic education processes aimed at peacebuilding and that strategies are needed to help communicate community efforts for a possible and desirable coexistence, taking into account the understanding of the context and expectations for social change. To this end, the research contributes to the creation of Habitancia Transmedia, an educational medium for learning about possible and desirable coexistence.

ABSTRACT Launching a new digital platform business comes with a range of complex challenges: How to overcome the chicken‐or‐egg dilemma of simultaneously attracting value providers and consumers? How to create a unique customer experience, orchestrate value creation, reach and maintain a critical mass of users, and foster positive network effects? While various strategic guidelines address these business challenges individually, growing concerns about the ethical implications of platform power dynamics have highlighted the need for more holistic guidelines to pursue value‐oriented and responsible digital platform launch strategies. In response to that, this paper makes a novel contribution by proposing a canvas addressing the dual role of launching digital platform entrepreneurs as both designers and strategists. It builds on the principles of value‐sensitive design (VSD) and manifests the idea behind moral sandboxing within a practical canvas instrument, aiming to increase reflexivity in digital platform design processes. The canvas' applicability is consequently demonstrated through the illustrative analyses of two early‐stage digital platforms. All in all, this application‐oriented study enhances the discussion on VSD in the context of digital platform design from an emergent perspective combining information systems, business ethics and entrepreneurship research.

Micro culinary enterprises often struggle with limited capital, intense market competition, and rapidly changing consumer preferences, which hinder their ability to innovate and sustain business growth. This study addresses these core issues by examining how Pancong Lumer Nikmat, a micro-scale culinary venture, implements product innovation and digital marketing strategies despite financial constraints. The research aims to identify effective practices that enhance product appeal and increase market reach with minimal investment. A qualitative research approach was employed through direct observation, in-depth interviews with the business owner, and analysis of digital marketing content used on social media platforms. The findings reveal that product innovation focuses on developing unique flavor variations, adding contemporary toppings, and improving visual presentation to align with current food trends while maintaining affordable production costs. In terms of marketing, the strategic use of low-cost platforms such as Instagram, TikTok, and WhatsApp Business effectively increases brand visibility, strengthens customer engagement, and encourages organic promotion through visually appealing content. The study concludes that simple, cost-efficient product innovations combined with accessible digital marketing efforts can significantly improve consumer interest, repeat purchases, and brand identity formation. These strategies provide practical, scalable solutions for micro culinary businesses operating with limited resources. Keywords : consumer engagement, digital marketing, micro culinary business, product innovation, social media

This study examines Shanghai- and Shenzhen-listed service enterprises from 2016 to 2024, constructing a three-dimensional synergistic framework of digital resources–process reengineering–value enhancement. Combining event studies, two-stage data envelope analysis–Malmquist analysis, and Likert scale surveys, it reveals the mechanisms underlying digital transformation and business model optimization in service enterprises. Findings indicate that when digital capabilities, organizational learning, and customer engagement form a closed-loop system, business models evolve diversely toward platformization, subscription-based models, and solution-oriented approaches. Industry digital maturity acts as an intermediary factor, while governance structures and human capital serve as key moderating variables. Dynamic efficiency evolution exhibits a technology-first, process-second pattern, and highly mature enterprises that adopt subscription models more readily capture policy dividends. This study provides decision-making references for digital strategy and business model optimization in service enterprises.

Type 2 diabetes (T2D) is a complex chronic disease that poses significant mental health challenges to affected youth. Despite calls for youth-centered research in this area, qualitative and mixed methods research is lacking, and longitudinal understandings of the mental health experiences of youth have not been generated. Living labs have potential as interactive knowledge exchange and longitudinal research platforms to generate such understandings. The proposed research aims to (1) codesign, with youth and parent coresearchers, a virtual living lab platform with an embedded registry of youth with T2D; (2) use this platform to generate longitudinal understandings of youths' mental health experiences; (3) identify youth priorities for research and care based on the thematic data; and (4) codesign an arts-based knowledge translation (KT) resource to communicate these priorities. This study proposes a three-stage longitudinal, qualitatively dominant, convergent mixed methods design. Stage 1 involved codesigning an online platform with youth and parent coresearchers over a 4-month period and establishing a user registry of English-speaking youth (age 10-25 years) with T2D (diagnosed at age 18 years or younger) in Canada and their parents or guardians. In stage 2, up to 50 youth were purposively selected from the registry to complete baseline mental health measures, followed by 12 content modules using diary and arts-based response methods. Inductive thematic and mixed methods analysis will inform stage 3. Up to a third of the stage 3 participants will be purposively selected to identify priorities for mental health research and care and codesign arts-based KT resources to impart critical research findings to stakeholder groups identified with participants and youth coresearchers. This is an experimental modality for data collection, and participant numbers may be fewer; however, methodological insights regarding engagement will be collated and published to support digital strategy in future work. We recruited 4 youth coresearchers to codesign the BrightSpark online platform-Canada's first virtual living lab for youth and families with T2D-establishing an embedded registry of youth with T2D and creating the educational content of the 12 modules for the research. Recruitment and data collection began in March 2024 and concluded in September 2025. We anticipate study completion by January 2026. Youth-onset T2D presents a significant challenge to families and health systems, with less than 30% of youth with T2D achieving treatment targets. Self-management in youth with T2D is further complicated by psychosocial morbidity, identity formation, stigma, blame, shame, historical oppression, and structural barriers to health. This study will contribute a sustainable and novel structure to understand this issue, providing opportunities to generate critically needed understandings of youths' mental health experiences to advance family-centered research and care. DERR1-10.2196/83865.

Digital transformation in the logistics sector is crucial for improving operational performance and financial outcomes, especially amid the rapidly growing demands of Indonesia’s economy and the global market. This study examines the impact of digital logistics transformation and related factors, including top management commitment, IT capability, employees’ digital mindset and skills, work culture change, human capital capacity, as well as the operational and financial performance of PT Pos Indonesia (Persero). Using a quantitative approach with data collected from 91 senior leaders at PT Pos Indonesia and analyzed through SmartPLS, the study proves that digital transformation significantly enhances both operational and financial performance. The factors that contribute most positively to the success of digital transformation are IT capability, employees’ digital mindset, and human capital capacity. In contrast, top management commitment, individual digital skills, and work culture change did not show a direct significant impact at the early stage. Nevertheless, digital transformation was found to be a strong mediating variable in linking internal company factors with performance improvement. This confirms that digital strategies are not merely technological innovations but also concrete mechanisms for creating business value and strengthening the company’s competitiveness in the logistics industry.

This article analyses the reconfiguration of state soft power within a digital ecosystem governed by algorithms and private platforms. It examines the impact of TikTok, Douyin, and content creators on contemporary public diplomacy, focusing on their role in projecting national narratives and shaping global perceptions of states. A qualitative methodology is employed, using a comparative approach grounded in documentary analysis, specialised literature review, and case studies. These are complemented by empirical data tables addressing algorithmic segmentation, digital consumption, and content distribution. The findings reveal a structural transformation in cultural diplomacy, where symbolic visibility is mediated by technological infrastructures that prioritise discourse based on commercial or ideological criteria. The study concludes that states must design digital diplomacy strategies aligned with algorithmic governance frameworks in order to preserve narrative autonomy and compete effectively for influence in a globalised digital environment.

The development of digital marketing strategies has driven changes in consumer behavior, particularly in the context of impulse buying on e-commerce platforms. The purpose of this study is to examine the influence of Flash Sales and Fear of Missing Out (FOMO) on impulse buying of fashion products on TikTok Shop among Generation Z in Jombang City. This study employs a quantitative approach with a sample of 100 respondents who are TikTok Shop users and have previously purchased fashion products online. Data analysis was conducted using multiple linear regression with the assistance of the SPSS application as the analytical tool. The results of the study indicate that Flash Sales have a positive and significant effect on Impulse Buying. In addition, FOMO also has a positive and significant effect on Impulse Buying. Thus, it can be concluded that these two variables are the main drivers of impulsive buying behavior among Generation Z in purchasing fashion products on TikTok Shop.

The development of renewable energy has emerged as a cornerstone of sustainable economic transformation, offering a pathway to reduce carbon dependence and enhance long-term energy security. As a result, this study examines the influence of supply chain digitalization, economic growth, and environmental stringency policies on renewable energy consumption (REC) across 33 OECD countries from 2000 to 2021. Using the Method of Moments Quantile Regression (MMQR) approach, the research provides robust, distribution-sensitive insights into how these factors shape renewable energy dynamics. In addition to the main variables, financial development and economic globalization were included as control variables to capture broader macroeconomic effects. The empirical results reveal that supply chain digitalization exerts a negative and consistent influence on REC across all quantiles, suggesting that technological advancement within supply chains may still be heavily dependent on non-renewable energy inputs. Conversely, environmental stringency policies demonstrate a positive and significant impact on REC at all quantiles, indicating that stricter environmental regulations effectively drive the transition toward cleaner energy sources. However, the effect of economic growth varies across quantiles, reflecting a nonlinear relationship—fostering renewable energy use in some instances while increasing conventional energy demand in others. Among the control variables, economic globalization enhances REC, implying that greater international integration facilitates technology transfer and access to green innovations. In contrast, financial development negatively affects REC, suggesting that current financial systems may still prioritize fossil fuel investments. Overall, the study emphasizes the need to align digital transformation strategies, financial reforms, and policy frameworks to strengthen renewable energy development and ensure a sustainable, low-carbon future across OECD nations.

This study aims to analyse the effect of live streaming and influencer marketing on repeat purchase interest in Skintific products on TikTok Shop among Generation Z in Jombang. The scope of the study focuses on Gen Z consumers who have purchased Skintific products through the TikTok Shop platform. The research method used was explanatory quantitative with primary data collection through an online questionnaire of 100 respondents selected purposively. The data were analysed using multiple linear regression analysis with the help of SPSS. The results showed that both live streaming and influencer marketing had a positive and significant effect on repurchase intention, with a coefficient of determination (R²) of 0.520. Simultaneously, both variables were able to explain 52% of the variation in repurchase intention. The research conclusion confirms that digital marketing strategies through live streaming and influencer collaborations are effective in increasing loyalty and repurchase intention for Skintific products among Gen Z. The implications of this research can be used as a reference for companies in developing more interactive and trustworthy promotional strategies on social media platforms.

Small and medium-sized enterprises (SMEs) in India’s retail sector operate under conditions of intense competition, rising operational costs, and rapidly evolving consumer preferences. This case study examines the strategic and marketing challenges faced by Vrisa Boutique, a small women-led retail enterprise in Bhopal, India, specializing in couture stitching, ethnic wear, fabrics, furnishings, and accessories. While the boutique enjoys a loyal customer base for tailoring services, it struggles with low margins, high fixed costs, underperforming ready-made garment sales, and limited digital visibility. Using a qualitative, consultancy-based research design, the study draws on primary data collected through in-depth interviews, on-site observation, and financial discussions with the owners, supplemented by secondary literature on SME strategy and retail transformation. Analytical frameworks including SWOT, PESTLE, Porter’s Five Forces, the Balanced Scorecard, and the 5H reflective model are applied to diagnose challenges and develop actionable recommendations. The findings indicate that repositioning tailoring as a value-added service, adopting service bundling, strengthening customer relationship management, and embracing low-cost digital marketing can significantly improve profitability and sustainability. The case contributes to the literature on SME resilience and boutique retailing in emerging economies by demonstrating how theory-driven yet context-sensitive strategies can be implemented by resource-constrained businesses. It also highlights the role of women entrepreneurship and hybrid physical–digital strategies in post-pandemic retail recovery.

Abstract Digitalization, a major transformation process, has affected universities worldwide. In this study, we investigate how Swiss universities address digitalization as a matter of strategic management and positioning and the constellations of actors, interests, and institutional arrangements that produce specific organizational responses. A qualitative case study design was employed to focus on the role of educational entrepreneurship within universities by examining four public research universities in Switzerland. Our research shows empirically how actor constellations, strategic action, and institutional resource allocation have led to the establishment of new research centers, faculty positions, and degree programs as part of these universities’ digital strategies. The analysis reveals that digital strategies open spaces of opportunities where strategically minded educational entrepreneurs can pursue their interests by building alliances across disciplines, university management, and professional groups. However, the outcome of their efforts varies significantly depending on the situational resources and institutional power relations that constrain the maneuvering space of those who can sense and seize the arising opportunities. Universities primarily use digital strategies to strengthen their identities and refine existing position-taking within nested organizational fields. The widespread diffusion of digital strategies among Swiss universities reflects the internalization of digital transformation in universities’ governance mechanisms and the role of educational entrepreneurs therein. These findings enhance the understanding of educational entrepreneurship, strategic alliances, and institutional resources in the construction of universities’ organizational actorhood.

The article explores the theoretical foundations, current state, challenges, and future prospects of applying e-digital marketing at Ukrainian enterprises under conditions of rapid digital transformation, economic turbulence, and prolonged military conflict. The relevance of the study is determined by the growing role of digital marketing technologies in ensuring business resilience, competitiveness, and sustainable development in both domestic and global markets. The research emphasizes that e-digital marketing has become not only a communication tool but also a strategic mechanism for adapting enterprises to changes in consumer behavior, market volatility, and technological progress. The study analyzes modern digital marketing instruments widely used by Ukrainian enterprises, including social media marketing, search engine optimization, content marketing, email campaigns, contextual advertising, and data analytics. Special attention is paid to the role of integrated digital channels in building long-term relationships with customers and enhancing brand value. Based on the analysis of recent academic publications, statistical data, and practical business cases, the article identifies key barriers to effective implementation of e-digital marketing in Ukraine. These barriers include insufficient digital competencies of personnel, limited financial and technological resources, low maturity of marketing analytics, fragmented digital strategies, and increased cybersecurity risks. The research applies methods of system analysis, comparative analysis, synthesis, and generalization of scientific sources to evaluate the current level of digital marketing development in Ukraine. The findings indicate that despite active adoption of individual digital tools, many enterprises lack a comprehensive and data-driven digital marketing strategy. This significantly reduces the effectiveness of marketing activities and limits the potential benefits of digital transformation. The article highlights development prospects e-digital marketing in Ukraine, focusing on personalization of marketing communications, implementation of big data analytics, artificial intelligence, marketing automation platforms, and omnichannel customer experience management. It is argued that the successful integration of these technologies can enhance decision-making quality, optimize marketing costs, and strengthen competitive advantages. The practical value of the study lies in the formulation of recommendations for enterprises regarding the development and implementation of effective e-digital marketing strategies tailored to industry specifics and current economic conditions. The results of the research may be useful for managers, marketers, researchers, and policymakers involved in the digital transformation of business processes.

This study aims to analyze the influence of brand image, digital promotion, and lifestyle on the purchasing decisions for Nike shoes among students of Wijaya Kusuma University Surabaya. This research employs a quantitative approach with an explanatory research method. Data were obtained by distributing questionnaires to 64 respondents who are active students of Wijaya Kusuma University Surabaya and have purchased Nike shoes. The sampling technique used was purposive sampling. The data analysis methods used include validity tests, reliability tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²). The results indicate that partially, brand image, digital promotion, and lifestyle have a positive and significant influence on the decision to purchase Nike shoes. Simultaneously, these three independent variables also have a significant influence on purchasing decisions. The lifestyle variable has the most dominant influence compared to the other variables. These findings suggest that the alignment between Nike's brand image, digital promotion strategies, and student lifestyles plays a crucial role in driving purchasing decisions. This research is expected to serve as a consideration for the company in formulating more effective marketing strategies and as a reference for future studies

Students are the young generation with great potential to create innovation and creativity that can bring positive change to society. One example of a successful student creative product is fruit juice. Fruit juice is a drink made from fresh fruit and can be a healthy alternative for the community. The Student Entrepreneurship Program of STIE Mahardhika Surabaya that we implemented focuses on the development of fruit juice that is managed and innovated in a modern way. This article discusses the development of a refreshing and nutrient-rich fruit juice product. These students created a unique fruit juice product by adding a quote on each package. The juice-making workshop taught students how to select high-quality ingredients and an effective production process. They also received mentoring in creating a successful business plan and digital marketing strategy to reach a wider market. The results of this program show that the development of new juice products not only improves students' entrepreneurial skills but also helps the local economy by creating jobs and raising awareness of the importance of a healthy lifestyle. Thus, this program serves as a concrete example of how student entrepreneurship programs can produce innovative, sustainable products that are relevant to current market needs. It is hoped that this program can inspire other institutions to encourage students to become entrepreneurs.