Market Dimensions Research Articles

PENGARUH ENTREPRENEURIAL MARKETING TERHADAP PENINGKATAN COMPETITIVE ADVANTAGE UMKM

This study aims to analyze the effect of implementing the seven dimensions of entrepreneurial marketing on increasing the competitive advantage of MSMEs in Sampang Regency. This quantitative research uses a purposive sampling technique, and the sample size collected was 155 MSMEs. The results of this study revealed that four dimensions of entrepreneurial marketing—customer intensity, innovativeness, resource leveraging, and value creation—partially have a significant effect on competitive advantage. While proactiveness, opportunity focus, and calculated risk-taking partially have no significant effect on competitive advantage. However, simultaneously, the seven dimensions of entrepreneurial marketing have a significant effect on the competitive advantage of MSMEs in Sampang Regency. This research is limited to Sampang Regency, so the results may not be generalizable to other regions. Therefore, further research is recommended to involve a larger and more diverse sample, such as MSMEs throughout Madura, and consider using different dimensions of the entrepreneurial marketing concept as variables. Keywords: Entrepreneurial Marketing; Competitive Advantage; MSME

Leveraging capabilities of social media marketing for business success

Social media platforms viewed as an integrated resources in marketing capabilities, yet there is a significant shortage and fragmentation of research articulating the dimensions of social media marketing (SMM) capabilities and their influence on brand and firm performance. The aim of this study in to investigate the influence SMM capabilities on brand equity and firm performance. Using a survey method, we gathered data from 326 firm presented at four separate exhibitions in Algeria. The structural equation modeling results shows that SMM capabilities have a positive effect on brand equity and firm performance. Furthermore, the findings shown that brand equity effect firm performance and plays a complementary role between SMM capabilities and firm performance. However, SMM capabilities have been found to have no influence on brand equity furthermore, there is no moderating effect for firm size on any of the investigated relations. The findings significantly contribute the understanding of the SMM as strategic resources and dynamic capabilities, guiding community managers, content creators, and digital analysis to optimize social media platforms abilities for communication.

Hospital Customer Competition Issues are being addressed through Confirmation Factor Analysis on Experiential Marketing, Brand Trust, and Loyalty

Introduction The post-COVID-19 pandemic has caused an epidemiological transition that has pushed the pace of development of the health service system even further. Issues and revolutions in the health service industry have made all health service industry providers compete with each other to get service users with competitive advantages in the potential global health market. The hospital has improved revenue sustainability while promoting quality assurance practices. These healthcare industry managers have become adept at introducing business practices into business operations to increase the market for hospital customers. Exploratory factor analysis on important marketing dimensions such as experiential marketing, brand trust, and patient loyalty is very much needed in the issue of competition in the health service industry in hospitals. Materials and Methods This research was quantitative research with a survey approach to outpatients with a sample size of n=255 patients according to Lemeshow (1997). Identification of loading factor analysis includes experiential marketing variables, brand trust, and loyalty. Data analysis used IBM SPSS Statistics 26 Results The research results showed 1) an important loading factor on the experiential marketing variable is the Think dimension indicator (0.845), 2) an important loading factor on the brand trust variable is the brand characteristic dimension (0.945) and 3) an important loading factor on variable loyalty is Repeat Purchase (0.925) Conclusion Dimension of brand trust is the most important dimension in the issue of competition in the health service industry in hospitals. Strengthening and expanding hospital branding as a promotion strategy to add positive value to the reputation of patient and community services at the hospital.

Can Perceived Experiential Marketing of Nutritional Meat-Based Food Enhance Repurchase Intention? The Role of Customer Engagement

Understanding the consumption experience plays a critical role in building customer-product relationships and effectively meeting customers’ changing demands. This study aims to investigate the impact of experiential consumption on customer engagement and repurchase intentions, with a focus on the high nutrient meat-based food setting. To examine this issue, this study collected data from 487 consumers who had purchased and consumed high nutrient meat (e.g., the Thai native chicken, namely Pradu Hang Dam Mor Kor 55 chicken). Using structural equation modelling with partial least squares in ADANCO software, the study found that experiential marketing dimensions exert differential effects on engagement. The results also indicate a more strongly significant effect of consumers’ behavioral (behave) experience and intellectual (think) experience on engagement, while consumers’ sensory (sense) experience and affective (feel) experience were not significant for engagement. Moreover, the effect of customer engagement on repurchase intentions was positive. The study concludes by outlining key implications that arise from the analyses, followed by avenues for further research.

Explaining the changes in the green technology innovation efficiency of construction enterprises

Based on the objective of global carbon emission reduction, the green technology innovation efficiencies of construction enterprises (GTIE–CE) have attracted attention in various countries and regions worldwide. However, researchers have not yet assessed GTIE–CE from the perspectives of asymmetric innovation theory, resource orchestration theory and eco-innovation theory. To reveal the changes in GTIE–CE, an index system is constructed to measure this efficiency based on resource orchestration theory and eco-innovation theory. In addition, based on the asymmetric innovation theory, this study uses the spatial variance function and PVAR model to reveal the evolution mechanism of GTIE–CE with respect to market, government and technology dimensions. The main conclusions are as follows. (1) Regional heterogeneity is present in GTIE–CE in China, and the appearance of high efficiency spreads from the Yangtze River Delta and Pearl River Delta to the surrounding areas. (2) The market dimension positively affects the green technology innovation efficiency of construction enterprises, but this effect is delayed. (3) The government dimension significantly promotes the improvement in GTIE–CE, but this effect is delayed. This study provides an integrated theoretical perspective that reveals the mechanism of GTIE–CE, helps to broaden the research in the field of GTIE–CE, in addition to insights from China to further promote the green transformation of these enterprises.

Perceived Greenwashing and Its Impact on the Green Image of Brands

In contemporary society, the growing attention paid to environmental protection and sustainable development has led to an increasing demand for green products. To meet this demand, companies have widely adopt green marketing strategies aimed at attracting consumers through environmental attributes. However, the phenomenon of “greenwashing”, where companies exaggerate or mislead the public about their environmental actions, undermines consumer trust and damages brand reputation. This study explores the impact of brands’ green marketing strategies on consumers’ perception of greenwashing and green brand image through in-depth interviews and surveys. Initially, four key dimensions of brand green marketing were identified through interviews with 40 experts and industry stakeholders: products and services, communication, relationships and interaction, and commitment and values. Subsequently, data from 325 valid survey responses were collected online, and the hypotheses were tested using factor analysis and structural equation modeling. The results indicate that communication, relationships and interaction, and commitment and values effectively reduce greenwashing perception and, through this mediation, influence green brand image. This finding underscores the importance of brands avoiding false advertising in green marketing and ensuring the authenticity of their environmental information to maintain and enhance their green image.

A Metaphysical Investigation into the Role of Marketing in Mitigating International Conflicts

This study explores the potential of marketing to resolve international conflicts by integrating metaphysical insights. Traditionally seen as an economic tool, marketing can influence societal norms and foster interconnectedness, contributing to peacebuilding efforts. The paper examines traditional conflict resolution methods such as diplomacy, sanctions, and military interventions, highlighting their limitations. It argues that marketing strategies can transform societal perceptions and promote cooperation when aligned with metaphysical principles such as collective consciousness and empathy. The paper also encourages marketers to use Nudge Theory for ethical engagement and behavioral change, emphasizing long-term gains over short-term disputes. By addressing gaps in the literature, this paper underscores the need for further exploration of the metaphysical dimensions of marketing in conflict resolution. It concludes by suggesting that marketing offers a promising alternative to traditional methods for fostering a more harmonious and interconnected global society.

The Role of Marketing Strategies in Achieving Tourism Marketing – "An Applied Study of the Opinions of a Sample of Workers in Some Tourism and Travel Companies in Najaf Governorate"

This study explores the impact of marketing strategies on tourism marketing, focusing on a sample of workers from tourism and travel companies in Najaf Governorate, Iraq. The research aims to reveal how pricing, marketing communications, and distribution channel management affect tourism marketing dimensions such as service, price, promotion, and distribution. The research adopted a descriptive approach, utilizing a questionnaire as the primary data collection tool. A total of 130 questionnaires were distributed, with 122 valid responses analyzed. Statistical tools like SPSS Ver. 26 and AMOS V. 24 were employed to test hypotheses and analyze relationships between variables. The results indicate a significant positive correlation between marketing strategies and tourism marketing. Specifically, enhancing marketing strategies significantly improves tourism marketing performance. Based on the findings, several recommendations were made, including urging companies to prioritize marketing activities by improving advertising management, developing innovative marketing strategies, and understanding market planning processes.

Enlightened marketing and its role in promoting sustainable marketing: A survey of the opinions of a sample of department managers in a number of commercial companies in the independent Zakho administration

The research aimed to understand and know the relationship between enlightened marketing and its role in promoting and its impact on sustainable marketing, by applying it to trade companies in the city of Zakho. The study was conducted on a sample consisting of 85 commercial companies, and the marketing, warehouse and purchasing managers in these companies were surveyed. Using probability equations, standard deviations, and the 25 SPSS program to test the correlation and effect, the study showed that there is a positive and significant relationship between the dimensions of enlightened marketing and the dimensions of sustainable marketing for the aforementioned trading companies. The results of the statistical analysis also showed that there is a positive and significant effect of the dimensions of sustainable marketing on the dimensions of enlightened marketing. There are additional benefits. It is important for sustainable marketing, in addition to its positive and moral impact on the company’s reputation. In conclusion, according to the results of the study, the researchers reached several important and fundamental conclusions and proposals. Supporting and enhancing the role of informed marketing can play a decisive role in promoting sustainable marketing.

Using magnetic marketing tools to enhance the financial performance of the Iraqi general insurance company

The research aims to use magnetic marketing tools across its dimensions of (message, market, and media) to enhance the financial performance of the Iraqi General Insurance Company, as well as to identify the strengths and weaknesses in the company’s performance. Adopting the descriptive approach And Analytical Data and information were collected through the financial statements, annual reports and statistics of the company under study, relying on the annual reports issued by the Iraqi Insurance Bureau, as well as the performance evaluation indicators issued by the Federal Financial Supervision Bureau, represented by (the index of relative importance of insurance activity revenues, and production follow-up indicators) The fulfillment of plans, the development of production, the productivity of producers, the number of documents, and the loss rate) for the years (2018-2022). The research reached a set of results, the most important of which was that adopting magnetic marketing tools would enhance the revenues of insurance activity, reflected in the financial performance of the researched company.

Evaluation of Social Media Tools in Health Tourism Marketing with Multi Criteria Decision Making Methods

Today, countries are turning to alternative tourism types due to the destructive and corrosive effect of mass tourism. Various factors in the global market affect consumer preferences and shape their demands. This situation leads countries to seek alternative tourism types. While developed countries tend to focus more on sports tourism, the rising value of health tourism stands out for developing countries. The high costs of healthcare services in developed countries, waiting times, and the lack of many health services offered by insurance companies lead consumers to outsource their helthcare needs. Relationship marketing plays a key role in health tourism services, and consumers seek first-hand answers to their questions. The health sector's sensitive and complex structure informs and raises consumers' awareness on the axis of relational marketing dimensions. This study aims to via multi criteria decision making to determine and rank the social media channels used in health tourism marketing. While the criteria weights are determined by the Best-Worst Method, the priority order of social media channels is determined by COmbinative Distance-based ASsessment. Expert opinions were consulted during the criteria determination and the ranking of the alternatives. As a result of the analyses, the importance of social media is emphasised once again. Social media tools, especially through mobile application applications, shape the age with the audience it reaches, the distribution between regions, the time spent and the information transmitted. The need for socialisation accelerates the development of technology with the rapid orientation of people towards this field. In this case, youtube, which has gained momentum with the number of users and the use of visual and auditory elements together, holds the leadership in the reflection of relational marketing on health tourism today, as it creates space for all segments, even though information pollution is experienced.

Entrepreneurial Marketing and Business Sustainability in Bayelsa State

This study investigated entrepreneurial marketing and business sustainability in Bayelsa State. The study formulated three specific objectives, three research questions and three hypotheses. The study adopted a descriptive survey design. The population of this study consists of 900 entrepreneurs and employees of the fifteen selected small scale businesses under investigation in Yenagoa Bayelsa State. Taro Yamane formula was used to arrive at the sample size of 200. A purposive sampling method was adopted. A structural questionnaire consisting of 15-item questions on a 4-point rating scale titled “Entrepreneurial Marketing and Business Sustainability Questionnaire (EMBSQ) was used for data collection. The research instrument was validated by three experts in the Department of Business Education of Ignatius Ajuru University of Education Port Harcourt for face validation. The reliability of the instrument was ascertained using the Cronbach Alpha Reliability method. After the analysis, a reliability coefficient index of 0.78 was obtained which deemed the instrument highly reliable. To analyse the data collected, the mean and standard deviation was used while the hypotheses was tested using the t-test at 0.05 alpha level of significance. Findings revealed that entrepreneurial proactiveness, innovativeness and calculated risk-taking to a high extent relate to business sustainability in Bayelsa State. Hence, entrepreneurial marketing dimensions adopted for entrepreneurial ventures are very important and indispensable for the sustainability of the business. Based on the findings of the study it was recommended that entrepreneurial proactiveness should be propagated and encouraged as it seeks novel ways in creating value for the customers. Entrepreneurs should continue to invest in innovation that yields positive and significant influences toward the sustainability of business in Bayelsa State of Nigeria.

Relationship Marketing and Organizational Performance of the Hotel Industry in Nigeria

This study investigates the influence of relationship marketing and organizational performance in the hospitality industry in Bayelsa State. It adopts the cross sectional research design to elicit information about employees’ empathy and satisfaction and how these antecedents give rise to increased market share and sales volume of hotels in Yenagoa, Bayelsa State. The population consists of all existing hotels in the state and their workforce from which a sample size of seventy-six (76) employees was drawn using the simple random sampling technique. These samples were issued self report questionnaires and the collected data were analyzed using Spearman’s Rank Order Correlation Coefficient through the aid of SPSS version 25. The findings revealed that relationship marketing (empathy and satisfaction) had a positive and significant correlation with performance (market share and sales volume), which is influenced by participants’ level of education. Based on this, it was concluded that relationship marketing dimensions of empathy and satisfaction are key predictors of organizational performance in terms of market share and sales volume among hotels in Yenagoa, Bayelsa State. The study therefore recommends that since in today’s competitive world, customers are in the center of organization’s attention and their satisfaction is the main factor in gaining competitive advantage, therefore, continuous training of employees on relationship marketing approach should be encouraged in the hotel operations as it would help hotels to retain valuable customers and equally attract potential ones. Also, hotels in Yenagoa, Bayelsa State should only employ individuals with requisite knowledge of themselves (self awareness) as this will reflect on the way they serve customers.

Toxic pollution and labour markets: uncovering Europe’s left-behind places

This paper looks at the co-evolution of toxic industrial pollution and economic deprivation by means of spillovers from the plant’s production activities. Geolocalised facility-level data from the European Pollutant Release and Transfer Register (E-PRTR) are used to calculate annual chemical-specific pollution, weighted by its toxicity. We combine the latter with regional data on employment, wages, and demographics sourced from Cambridge Econometrics, covering more than 1200 NUTS‑3 regions in 15 countries, over the period 2007–2018. We employ quantile regressions to detect the heterogeneity across regions and understand the specificities of the 10th and 25th percentiles. Our first contribution consists in giving a novel and comprehensive account of the geography of toxic pollution in Europe, both at facility and regional level, disaggregated by sectors. Second, we regress toxic pollution (intensity effect) and pollutant concentration (composition effect) on labour market dimensions of left-behind places. Our results point to the existence of economic dependence on noxious industrialisation in left-behind places. In addition, whenever environmental efficiency-enhancing production technologies are adopted we observe associated labour-saving effects in industrial employment, but positive regional spillovers. Through the lens of economic geography, our results call for a new political economy of left-behind places within the realm of sustainable development.

The power of generative marketing: Can generative AI create superhuman visual marketing content?

Generative AI’s capacity to create photorealistic images has the potential to augment human creativity and disrupt the economics of visual marketing content production. This research systematically compares the performance of AI-generated to human-made marketing images across important marketing dimensions. First, we prompt seven state-of-the-art generative text-to-image models (DALL-E 3, Midjourney v6, Firefly 2, Imagen 2, Imagine, Stable Diffusion XL Turbo, and Realistic Vision) to create 10,320 synthetic marketing images, using 2,400 real-world, human-made images as input. 254,400 human evaluations of these images show that AI-generated marketing imagery can surpass human-made images in quality, realism, and aesthetics. Second, we give identical creative briefings to commissioned human freelancers and the AI models, showing that the best synthetic images also excel in ad creativity, ad attitudes, and prompt following. Third, a field study with more than 173,000 impressions demonstrates that AI-generated banner ads can compete with professional human-made stock photography, achieving an up to 50% higher click-through rate than a human-made image. Collectively, our findings suggest that the paradigm shift brought about by generative AI can help advertisers produce marketing content not only faster and orders of magnitude cheaper but also at superhuman effectiveness levels with important implications for firms, consumers, and policymakers. To facilitate future research on AI-generated marketing imagery, we release GenImageNet that contains all of our synthetic images and their human ratings.

Financial Risk Management in Healthcare in the Provision of High-Tech Medical Assistance for Sustainable Development: Evidence from Russia

The research determines the level of financial risk in the Russian healthcare system and identifies prospects for improving the current Russian practice of financial risk management in healthcare when providing high-tech medical care for sustainable development (using Russia as an example). The author summarizes the advanced experience of the top 20 largest healthcare organizations in Russia by revenue in 2022. Based on this experience, the author developed an SEM model of the financial risks in healthcare during the provision of high-tech medical care in Russia from a sustainable development perspective. The theoretical significance of the developed model lies in uncovering the previously unknown causal relationships between the implementation of the ICT, sustainable development support, and financial risks in healthcare. The model reveals a new market dimension of financial risks for healthcare organizations in Russia. The main conclusion is that implementing the ICT and support for sustainable development helps to reduce the financial risks in healthcare. The identified potential for reducing financial risks in providing high-tech medical care in Russia until 2026 is practically significant. This prospect can be practically applied as a roadmap for the digital modernization and sustainable development of healthcare until 2026, enhancing the state healthcare policy in Russia. The established systemic relationship between ICT implementation, sustainable development support, and financial risks in healthcare is of managerial importance because it will increase the predictability of the financial risks in the market dimension of healthcare in Russia. The newly developed approach to risk management in healthcare during the provision of high-tech medical care in Russia has expanded the instrumental framework of risk management for healthcare organizations in Russia and revealed further opportunities for improving its efficiency.

Digital marketing for sustainable tourism village in Bali: A mixed methods study

This study examines the crucial role of digital marketing in promoting sustainable tourism in the villages of Bali. It adopts a mixed methods approach, using qualitative and quantitative data collection and analysis. The qualitative data were obtained from semi-structured interviews with management teams who have experience in implementing digital marketing strategies for village tourism. The interviewees were selected using a purposive sampling technique. The quantitative data were gathered from questionnaires distributed to domestic tourists who visited the villages. The questionnaires measured the tourists’ perceptions of digital marketing as a tool for village tourism marketing. The study found that digital marketing plays a vital role in promoting tourism villages, as most tourists learned about the villages through online media. The study also identified five dimensions of digital marketing, namely website media, social media, search engines, email marketing, and online advertising, which have potential effects on the sustainability of tourism villages. The study conducted statistical tests to examine the effects of 20 indicators of digital marketing on village tourism marketing. The results showed that 16 indicators had a significant positive effect, while four indicators had no effect. These findings suggest that digital marketing is an effective way to market tourism villages and enhance their sustainability.

Temporary migration and wage inequality: The effects of skills, nationality and migration status in Aotearoa New Zealand

AbstractThis study focuses on the labour market dimensions of temporary migration by quantitatively exploring the relationship between temporary migration and wage inequality. Over recent decades, there has been a growing emphasis on migration management in shaping migration policies across the world, especially in the Anglophone settler societies. At the same time, temporary migration policies have been criticized for contributing to the creation of inequalities. This study investigates wage inequality among temporary migrants between 2010 and 2019 in Aotearoa New Zealand, a period when the number of people holding temporary visas more than doubled. Despite the increase in this population of temporary migrants, our analysis of administrative data has shown that the overall level of wage inequality of temporary migrants holding work visas declined between 2010 and 2019. The study uses the Shapley‐value decomposition approach to quantify the contributions of skills, nationality and migration status on wage inequality, factors that are associated with the migration system and the composition of migrants. Results suggest that skills and nationality were the key factors that have led to decrease wage inequality over the period. In contrast, migration status has a small countervailing effect on the decreases in wage inequality. Our analysis concludes that wage inequality is shaped by two factors in the case of temporary migration. The first is the migration system itself which sets different conditions for migrants in terms of skills and migration status, and the second is the composition of the migrant population.

The Impact of Research & Development Capabilities & Innovation Capabilities on the Environmental and Economic Dimension of Sustainable Marketing- An exploratory study of the opinions of a sample of workers in the energy-saving lighting factory

The current research aims to assess the impact of research and development (R&D) capabilities and innovation capabilities on the environmental and economic dimensions of sustainable marketing. To this end, a factory specializing in LED energy-efficient lighting production was chosen as the research sample, located in Taji. The descriptive-analytical method was employed using a questionnaire to collect data from a research population consisting of 173 workers. A randomized sample of 138 workers was selected. SPSS V.24 software and a range of statistical methods such as Cronbach's alpha coefficient, mean, standard deviation, variance ratio, and simple linear regression were utilized. Among the significant findings of this study is the existence of a correlation and impact between R&D capabilities and innovation capabilities, and the environmental and economic dimensions of sustainable marketing. In other words, enhancing focus on R&D and innovation capabilities increases the likelihood of achieving the environmental and economic dimensions of sustainable marketing. Regarding key recommendations drawn from the research to enhance the environmental and economic dimensions of sustainable marketing, the factory should prioritize the improvement and modernization of production lines while concentrating on delivering products aligned with technological advancements and meeting market needs."

Exploring the geographical dimensions of an urban periodic market in the Brahmaputra Valley of Assam, India: insights into its structure and functioning

ABSTRACT The present study delves into understanding the dynamics and significance of the Morigaon town weekly market (MTWM), located in the central agro-climatic region of the Brahmaputra Valley, India. The primary objective is to examine the structure, functions and characteristics of this urban periodic market. To achieve this objective, a comprehensive methodology was employed, including personal field visits, market observations, respondent surveys of 300 vendors and 300 customers, and focus group discussions. The findings indicate a substantial demand among urban dwellers for local agricultural products, leading to a notable expansion of the market over the years. It has also been found that the majority of vendors, comprising 78% of the total, participate in this market regularly, with 54% of them travelling from neighbouring villages within a range of 10-15 km. This study underscores the importance of periodic markets in facilitating economic interactions between urban and rural areas, especially in regions such as the Brahmaputra Valley. The findings not only enhance understanding of the MTWM, but also offer insights for developing policies and strategies to support similar markets globally where similar economic dynamics exist.