Marketing Management Research Articles

The concepts of sustainability value and the application of big data in enhancing the ability of sustainability marketing

PurposeWe seek to contribute to the literature by comparing and analyzing the relationship between Australian and Taiwanese students regarding environmental value attitude, action intention and green marketing intention. Specifically, by comparing the green marketing intention of hospitality and tourism (H&T) students in the East with that in the West.Design/methodology/approachA well-designed curriculum examines student thinking and behavior (learn). This study compares and analyzes the value and attitude and the application of big data to green marketing among Taiwanese and Australian university students using the stimulus-organism-response (S-O-R) model. Structural equation modeling (SEM) was used to test the hypotheses in a sample of 633 H&T students in Taiwan (389) and Australia (244).FindingsThis study also shows how the national differences between Australia and Taiwan have interference effects on the relationship between value attitudes and action intentions and between action intentions and the green marketing intention. We also combined the application of big data and related variables and estimated the mediating effect of related variables to evaluate the impact on action intentions and green marketing of big data applications.Practical implicationsThere are significant differences in the sustainable behavior and intentions of H&T higher education students that reflect the educational differences between the East and the West. These different results may be due to a lack of natural resources and the relatively smaller size of Taiwan. With the strengthening of environmental action intention (AI) and green marketing intention (GMI), Taiwanese hospitality and management (H&M) students' sense of crisis increases, and their performance in GMI is slightly higher than that in Australia.Originality/valueThese findings indicate that it is necessary to consider students' ecological concepts, environmental knowledge, environmental value attitude and environmental action intention to improve their intentions to engage in green marketing under the stimulus-organism-response (S-O-R) framework. We also found that environmental knowledge has a mediating effect on the relationship between ecological concepts and environmental value attitude.

Participatory Community Learning to Develop a Digital Market Management System for Community Enterprises and Stable Occupation Groups Nam Phrik Kaeng Krua Khanong, Song Khanong Subdistrict, Sam Phran District, Nakhon Pathom Province

Background and Aim: Digital Marketing Management is critical for successfully promoting products and services in the digital age. It allows businesses to reach a larger audience, interact with customers in real-time, and tailor strategies based on data insights to boost growth and brand awareness. This study investigates the digital marketing practices of the Song Khanong Occupation Group in Prik Kaeng Krua Khanong, Nakhon Pathom Province, aiming to enhance customer engagement, brand awareness, and sales outcomes by focusing on Generation Z and Baby Boomers. Materials and Methods: A mixed-methods approach was utilized, combining surveys of 200 community members on digital media usage, content preferences, brand perception, and customer satisfaction, along with interviews with key stakeholders about marketing strategies. Data analysis involved calculating mean scores to assess satisfaction with digital marketing elements. Results: Results showed high satisfaction among Generation Z, with Facebook as the preferred platform (mean score: 4.86). Infographics and videos received the highest scores (4.93 and 4.80, respectively), while Baby Boomers valued brand aesthetics (overall score: 4.77). Tools like Chatbots and QR Codes enhanced user experience significantly. Conclusion: The study underscores the need for effective digital marketing strategies in community enterprises to boost engagement and brand recognition. High satisfaction levels indicate that tailored content and a robust online presence are essential for customer retention. Future efforts should focus on continuous improvement and leveraging technology for better communication, enabling sustainable growth for community enterprises in Song Khanong.

How does informed trading affect credit bond spreads: Evidence from China's interbank bond market

China's interbank bond market is an institutional investor market, and transactions are more information-based. Whether and how informed trading can affect credit bond pricing is an urgent problem to be solved in the study of China's bond asset pricing. This paper uses credit bond issuance and trading data and stock high-frequency trading data from May 2014 to December 2020 to construct informed trading probability and bond liquidity indicators. Using regression analysis and adjustment and mediation effect test methods, this paper studies the impact of informed trading on China's interbank credit bond pricing and the channel role of liquidity. The results show that the probability of informed trading has a significant positive impact on credit bond spreads. Informed trading leads to an increase in credit bond spreads by amplifying bond illiquidity. The amplifying effect of informed trading on credit bond spreads is stronger for bonds with high illiquidity. The amplifying effect of informed trading on credit bond spreads will be stronger in private enterprises, enterprises with low information transparency, and high debt ratios. This study reveals the risk nature of informed trading in China's interbank bond market, which helps to deepen the understanding and management of the bond market.

Electronic commerce as a tool for implementation of the constitutional right to business activity

The scientific article examines the essence and development of e-commerce as a key element of the modern economy, which significantly changes traditional business models and creates new opportunities for entrepreneurs and consumers. The impact of information and communication technologies on economic development is analyzed and their decisive role in the implementation of electronic commerce is indicated. Several key innovations that have fueled the rapid growth of e-commerce are explored, namely: AI-powered personalization, omni-channel commerce across platforms, and the integration of secure electronic payments using emerging technologies such as blockchain. In addition to technological aspects, social and economic factors that contributed to the development of e-commerce are considered, including the COVID-19 pandemic, changing consumer habits and the growth of logistics companies. The article also covers the issue of legal regulation of electronic commerce, analyzing international legal acts. It is concluded that e-commerce is a complex phenomenon that includes not only trade transactions but also related business processes such as marketing, data processing and supply chain management. The need for further development of the legal framework for its effective functioning in Ukraine and the world is indicated. E-commerce is proposed to be understood as the process of buying, selling or exchanging goods, services and information using electronic means, mainly through Internet platforms, covering a variety of business processes, such as: online trade, electronic payments, digital marketing, supply chain management, etc. . It was established that the relationship between the right to entrepreneurial activity and e-commerce is that e-commerce is one of the forms of entrepreneurial activity that is adapted to the modern conditions of the digital economy and the development of information technologies, in particular, this relationship is embodied through the prism the following legal relations: the right to entrepreneurial activity as a basis. The constitutional right to entrepreneurial activity provides an opportunity to freely choose and carry out economic activity for the purpose of obtaining profit. This right covers the freedom to choose the form of doing business, dispose of profits and protect one’s interests in the process of carrying out economic activities; digitalization as a form of entrepreneurship. Electronic commerce (e-commerce) expands the traditional possibilities of conducting business, offering new ways for entrepreneurs through the Internet. It covers not only the purchase and sale of goods and services, but also various business processes related to the exchange of digital information, conducting financial transactions and managing logistics; digital capabilities. Thanks to electronic commerce, the right to do business is expanded by accessing global markets and simplifying interaction with customers, which allows doing business regardless of geographical boundaries and time. Entrepreneurs can quickly implement new technologies, automate business processes and provide an individual approach to consumers through digital platforms; protection, security and settlement. Thus, the state, realizing the constitutional right to entrepreneurial activity, must ensure legal regulation of electronic commerce. This includes the protection of consumer rights, control over the quality of services, regulation of digital signatures, protection of personal data and support for the security of online payments; innovation and competition. E-commerce stimulates the development of entrepreneurship, increasing competition through opportunities for innovation. Entrepreneurs working in e-commerce gain competitive advantages due to the efficiency of digital technologies and global opportunities.

Social and Economic Problems of Agricultural Enterprises: The Case of Bayburt

Agricultural enterprises are enterprises that make significant contributions to the economic, social and cultural development of countries by engaging in agricultural production, agricultural product processing and agricultural marketing activities. It can be said that agricultural enterprises in Türkiye face many problems because they are mostly SMEs. The aim of this study is to examine the social and economic problems of agricultural enterprises based on the Bayburt example. In the study, it was deemed appropriate to use face-to-face interview technique within the scope of qualitative research method. In the interview, a questionnaire containing 32 questions about the social and economic problems of agricultural enterprises was used in addition to questions about participants and agricultural enterprises such as position, sector experience, enterprise size, enterprise title. Data were collected from 27 agricultural enterprises engaged in production, processing and marketing activities in Bayburt province. Content analysis technique was used to analyze the data. The responses of the participants were processed in depth within the scope of the themes determined in accordance with the content analysis technique, and the social and economic problems of agricultural enterprises were identified and solution suggestions were developed. As a result of the analysis, it was determined that agricultural enterprises have various problems related to management, production, marketing, finance and risk management, accounting, human resources, R&D and infrastructure, and suggestions were made within the scope of each theme. In conclusion, it is thought that this study will shed light on all agricultural enterprises operating in the sector and relevant stakeholders by addressing the existing problems, identifying the obstacles and developing recommendations.

Peran Penyuluh Pertanian dalam Mendukung Transformasi Digital Melalui Petani Apps di Sektor Pertanian Pedesaan Air Joman

Digital transformation in the agricultural sector is becoming increasingly important in increasing farmer productivity and efficiency. One innovation that supports this process is the use of the Farmer Apps application, a digital platform that facilitates access to information, marketing and agricultural management. This research aims to analyze the role of agricultural extension workers in supporting digital transformation through the application of Farmer Apps in the Air Joman rural area. This research method uses a qualitative approach with in-depth interviews and field observations. The research results show that agricultural extension workers have an important role as facilitators, educators and mediators in the adoption of digital technology by farmers. However, some of the challenges faced include limited digital infrastructure and low technological literacy among farmers. The conclusion of this research is the importance of increasing the capacity of agricultural extension workers and providing infrastructure capable of accelerating the digital transformation process in the rural agricultural sector.

Empowering Economic Growth in Balongdowo Village, Sidoarjo, East Java: Pioneering a Digital Tourism and Marketing Initiative

Balongdowo Village, recognized as the largest producer of Kupang in Sidoarjo Regency, has significant potential for economic development through its local seafood products. This community service program aims to enhance the economic sustainability of the village by empowering local businesses and introducing digital marketing strategies. The program focuses on promoting Kupang-based products through e-commerce platforms such as Tokopedia, Shopee, and Bukalapak, expanding market reach beyond the local area. Additionally, the initiative supports the development of a village information system portal to highlight the village’s profile, potential, and services. By integrating digital tools into marketing and village management, the project seeks to transform Balongdowo into a self-sufficient digital village. The program includes training sessions for local business owners and village officials on e-commerce usage, product presentation, and website management. The result is the successful establishment of online shops for local businesses and the launch of the Balongdowo village website, creating new opportunities for economic growth and improved public services.

Development of an integrated model for SME marketing and CRM optimization

The development of an integrated model for optimizing marketing and customer relationship management (CRM) in small and medium-sized enterprises (SMEs) presents a crucial advancement in enhancing business competitiveness and customer engagement. This paper proposes a unified model that merges scalable software solutions for social media analytics with AI-driven CRM to provide a comprehensive framework for SMEs to enhance their marketing strategies and customer interactions. Social media platforms have become vital channels for customer outreach, engagement, and feedback, yet SMEs often face challenges in leveraging these platforms due to limited resources and expertise. Integrating social media analytics into CRM systems offers businesses the ability to analyze customer behaviors, preferences, and sentiment on a large scale. The proposed model utilizes artificial intelligence (AI) to streamline customer interactions, enabling personalized communication and improving customer retention. By incorporating AI into CRM, SMEs can automate routine tasks, such as responding to customer inquiries and segmenting audiences based on their social media activity. This allows for more efficient marketing strategies and enables businesses to proactively address customer needs, ultimately driving customer loyalty and long-term growth. Furthermore, the unified model focuses on scalability, ensuring that SMEs can adopt and adapt these technologies according to their evolving needs and resources. This paper also explores the benefits of integrating these technologies, including the potential for improved data-driven decision-making, enhanced customer experience, and increased operational efficiency. In conclusion, this integrated model presents a strategic pathway for SMEs to optimize their marketing and CRM efforts through the adoption of scalable, AI-driven tools that enhance customer engagement and boost business performance. Keywords: SME Marketing, CRM Optimization, Social Media Analytics, AI-Driven CRM, Customer Engagement, Scalable Software Solutions, Business Performance, Personalized Communication, Customer Retention, Data-Driven Decision-Making.

CARROT: Simultaneous prediction of anomalies from groups of correlated cryptocurrency trends

Cryptocurrencies are virtual currencies that exploit cryptography to perform secure financial transactions. They gained widespread popularity in recent years due to their decentralized nature, (pseudo-)anonymity, and ability to facilitate cross-border transactions without the need for intermediaries. However, their price on the market exhibits a huge volatility, that makes them prone to market anomalies. Therefore, predicting anomalies in cryptocurrency time series can be considered an important task for financial institutions, traders, and investors, to maximize their profit or minimize losses.In this paper, we propose a novel approach for predicting anomalies in cryptocurrency time series by exploiting temporal correlations among different cryptocurrencies. Our approach, called CARROT, is based on the idea that groups of cryptocurrencies exhibit similar trends, possibly due to common influencing factors. CARROT analyzes the temporal correlation between different cryptocurrencies, and identifies clusters showing similar patterns that can be useful for gaining insights into future anomalies. Subsequently, CARROT exploits multiple (i.e., one for each cluster) multi-target LSTM models to predict anomalies.Our experiments, performed on a dataset of 17 cryptocurrencies, proved that CARROT outperforms single-target LSTM models of up to 20%, as well as other approaches based on neural networks, i.e., MLP and CNN, in terms of macro F1-score. Therefore, the proposed approach can be considered as a promising tool for predicting anomalies in cryptocurrency time series data and can potentially be used to improve risk management and trading strategies in the cryptocurrency market.

Optimal strategies for virtual power plants to participate in medium- and long-term power trading in the context of contracts for difference (CFDs)

Abstract In the context of virtual power plants gradually joining the medium-and long-term power market transactions, the decision-making problem of this new subject in the transaction process has attracted wide attention. Since virtual power plants possess distributed power sources on the supply side, as well as variable loads, energy storage, and other resources on the customer side, they are able to participate in both the sale and purchase of electricity in the medium-and long-term electricity market at the same time, which leads to the need for the relevant analysis to be divided into the two cases of sale and purchase of electricity. At the same time, due to the wide application of the CFD mechanism, power transactions should also take into account the compensation adjustment brought by this mechanism in addition to the market price. To sum up, this paper constructs a static game model for the virtual power plant’s power sales and purchasing strategies in the medium-and long-term power market under the premise of the CFD mechanism. The analysis shows that the optimal trading volume is related to the CFD volume, the total volume of power supplied by the bidding, the market price, etc. The relevant conclusions will help market managers to grasp the market price. The conclusions of the analysis help market managers grasp the key transaction information and assist virtual power plants to participate in medium-and long-term power transactions in an orderly manner.

Market Structure and Management of Technological Monopolies

Market Structure and Management of Technological Monopolies

Market Orientation, Supply Chain Integration, and Marketing-Technical Integration: Antecedents of Competitive Advantage

The study aims to investigate the role of knowledge-based dynamic capabilities in achieving competitive advantage. First, the study considers the firms’ important marketing and supply chain management capabilities and logically identifies market orientation, supply chain integration, and marketing-technical integration as knowledge-based dynamic capabilities, then empirically attempts to examine their role in achieving competitive advantage. A quantitative research design was utilized, and all constructs were directly measured using multi-item scales. Data was collected from 625 pharmaceutical firms working in Pakistan and analyzed by using partial least squares structural equation modeling. The results show that market orientation has the strongest effect, followed by supply chain integration, and marketing-technical integration. The study provides strong evidence for the need for a knowledge-based approach in firms. Firms must develop knowledge-based dynamic capabilities for acquiring, generating, and combining knowledge to achieve a competitive position in their respective industries. Managers should focus on customer needs and competitor activities, integrate with supply chain partners, and promote a culture of cross-functional collaboration. The study contributes to the existing body of knowledge on knowledge-based dynamic capabilities and emphasizes the importance of a knowledge-based approach in achieving competitive advantage.

New opportunities in produced water management: A market-based approach to produced water trading

Produced water (PW) is a byproduct of oil and gas (O&G) production. Obtained alongside the more valuable energy products, PW is usually characterized by high levels of salinity and often contains many contaminants (chemicals, soluble and insoluble oil, organics, etc.) making it unsuitable for release without substantial treatment. Couple this with the fact that PW is typically obtained at multiple times the rate of oil or gas, and the added transport, treatment, and disposal costs become a serious challenge for operators. These realities have led to ad-hoc practices including cooperation between industry competitors to recycle, share, or otherwise mitigate PW costs. The National Energy Technology Laboratory (NETL) in partnership with the Ground Water Protection Council (GWPC) is pursuing novel technology solutions to address PW issues that complement or improve ad-hoc practices adopted by operators. In this paper, we observe that well-established market management practices used in electrical power generation have natural analogues in the PW supply chain. These parallels open up a new line of research where we view PW management as a market equilibrium problem, and explore solutions that foster active and data-based collaboration among operators through market structures similar to power markets, with the ultimate objective of improving PW management costs and recycling rates. We make a case for our observations, present a PW market clearing optimization model that shows how such a market system could operate in the O&G space, and provide an illustrative case study for demonstration.

Kelayakan Usaha Madu Berbasis Eduwisata Lebah Tanpa Sengat Di Pondok Pesantren Kabupaten Lebong

The demand for honey has increased from year to year, based on BPS data, the number of honey imports has increased significantly every year, however, according to the Indonesian Beekeeping Association, honey consumption in Indonesia is still low per year, namely 15-20 grams/capita/year. The Nurul Qur'an Islamic boarding school in Lebong Regency has a stingless bee educational tour to provide education about bees and honey directly as a promotion to visitors. The aim of this research is (1) to determine the feasibility of various non-financial aspects of an edutourism-based honey business through market aspects, technical aspects, legal aspects, management aspects, social, economic and cultural and environmental aspects. (2) to measure the financial feasibility analysis without a training package and homestay facilities (scenario 1) compared to an edutourism-based honey business with a training package and homestay facilities (scenario 2) using investment criteria, namely NPV, Net B/C, IRR, and Payback Period, . Data collection methods include surveys, interviews and document studies, the sampling technique uses purposive sampling. The results of the analysis of non-financial aspects which include market aspects, technical aspects, management and legal aspects, social and economic aspects, and environmental aspects show that this business is feasible to run. The results of the financial analysis seen from the calculation of Payback Period, IRR, NPV and Net B/C show that scenario 1 is more profitable compared to scenario 2. Then for the results of sensitivity analysis using switching values product prices and honey production are more sensitive compared to total fixed costs. costs) and variable costs, so it is recommended to maintain product availability and quality and improve marketing with various effective approaches.

Analysis of Natural Resources Contracts Related to Article 33 Paragraph 2 and Paragraph 3 of the 1945 Constitution

This article aims to identify challenges in the implementation of Article 33 of the 1945 Constitution in the context of the current global economy and offer a policy reform perspective to align natural resource management practices with the spirit of the constitution. Qualitative research methods are used by reviewing related scientific literature. The findings show a discrepancy between the principle of state control over natural resources and the practice of market liberalization. Key challenges include conflicts between state and market management, neglect of environmental conservation, and misalignment with global commitments to sustainability. To address these challenges, policy reforms are needed that integrate Article 33 principles in regulation, emphasize environmental sustainability, and be consistent with global commitments and public involvement in decision-making. This reform aims to ensure that the management of natural resources complies with the spirit of the constitution and provides maximum benefits for the welfare of the people and environmental sustainability. With these measures, Indonesia can more effectively align natural resource management practices with constitutional principles and achieve better welfare for the people and protect the environment.

Analisis Penerapan Sistem Konsinyasi Menurut Hukum Ekonomi Islam pada Produk Jajanan Basah di Pasar Pagi Bandar Kabupaten Batang

This study aims to determine and analyze the application of the consignment system according to Islamic economic law on wet snack products in the Bandar morning market, and to analyze the role of the principles or basis of Islamic economic law in the marketing strategy of wet snack products in the Bandar morning market. This research uses qualitative research methods, the data used are primary data and secondary data, primary data obtained from interviews with market managers, snack traders and buyers, the analytical tool used is qualitative methods with the type of field research. The results of this study indicate that the practice of consignment contracts for wet snack products in the Bandar morning market in general, the contracts used in Islamic economics have fulfilled the pillars and conditions, because in the practice of consignment contracts, several pillars and conditions have been fulfilled in transactions including Shighat (memorization), Aqid (the person in the contract), Ma'qud alaih (commoditized goods). However, in its application related to Ma'qud alaih there are still a few that do not meet the requirements, the hawker traders have not fully implemented these terms and conditions in conducting transactions, because there are still many hawker traders who ignore the contract and do not record the administration of the consignment contract.

Managing the modification of digital marketing and logistics under the influence of artificial intelligence

The purpose of the study is to develop a methodology for determining the modification of digital marketing and logistics and the peculiarities of their management under the influence of artificial intelligence. A theoretical and methodological analysis of existing research was carried out, relevance and purposefulness of the study is substantiated on the basis of scientific generalization. It has been proven that the functioning of modern business is inextricably linked with transformations, which characterized by the intense influence of artificial intelligence. Development trends have been identified and a classification of the main artificial intelligence technologies has developed, which necessitate the need for effective management of modifications in digital marketing and logistics of modern companies. Structured indicators of the dynamics of development of digital marketing and logistics pressure the influence of artificial intelligence. It is substantiated that the penetration of artificial intelligence into the management of digital marketing and logistics of modern companies leads to their modification, which is due to the automation and optimization of business processes. An economic and statistical analysis of the interdependence of trends in the development of digital marketing and trends in the contract logistics market for the Gulf Cooperation Council was carried out. The interdependence is determined and the main prospects for the development of digital marketing and logistics are argued in the context of the impact of artificial intelligence. The results have practical value and can be used to formulate a methodology for managing modifications in digital marketing and logistics of modern companies.

Research on Housing Market Risk Management Based on Multidimensional Evaluation

The housing market is a high-risk industry with too many factors influenced by the outside world, and if these risks are not effectively managed, it will bring serious impacts on the stability of the economy and society. This paper takes the risk management of housing market as the research object, utilizes the information entropy model and ANP combined method to combine and assign the risk indicators, and constructs the cloud model of housing market risk evaluation. And the cloud model is applied to the GJ housing case for practical evaluation, and it is found that the cloud droplets of the comprehensive risk of the GJ housing market are mainly distributed in the medium-risk interval from 31 to 54, focusing on 41, and a small number of risk cloud droplets appear in the higher-risk cloud map, which is in line with the actual evaluation results, and further verifies the feasibility and validity of the method. Finally, based on the evaluation results, the risk control strategy of the relevant housing market is proposed, which can be used as a reference in the development process of subsequent housing projects.

Developing A Tourism Information Portal Using Web Technologies and Database Management

The quality and variety of the infrastructure at a place has a big impact on tourism. An essential component of the tourism sector, infrastructure has a unique influence on the growth of this rapidly developing sector. Many nations have realised how important infrastructure is to the travel and tourist sector, and as a result, their governments have partnered with the sector to provide infrastructure that is specifically needed for travel. The sites that draw tourists in the first place, where tourism is delivered, where businesses are located, and where tourists consume the product are all considered destinations. The design and implementation of a tourism information portal using web technologies and database administration is presented in this study. The portal's goal is to give travellers a thorough and intuitive way to get information about travel destinations, lodging options, and activities. Database design, web application development, and the integration of pertinent technologies like HTML, CSS, JavaScript, and PHP are all part of the development process. User testing and feedback are used to assess the portal's usability and functionality. The outcomes show how successful the portal is at delivering precise and current information, improving the traveler experience, and encouraging destination management. The study emphasises the use of web technologies and database management in tourism marketing and management, and it advances the development of tourism information systems.

A Theoretical Discussion on the Flow of Tourist Population and the Development of Tourism Market in Heilongjiang Province

This paper deeply discusses the basic law of tourist population flow and its influence on the development of tourism market in Heilongjiang Province. Under the background of the vigorous development of global tourism, the flow of tourist population, as the core element of tourism activities, has an important impact on the prosperity and sustainable development of regional tourism market, such as seasonal, spatial distribution and interactive effects. Through the detailed analysis of Heilongjiang tourism market, this paper reveals the market size, resource characteristics, challenges and problems of this market under the action of tourist population flow. Further, this paper analyzes the dual impact of tourist population flow on Heilongjiang tourism market, including the positive effect of promoting local economy, cultural exchange and industrial development, and the negative effect of environmental pressure, over-exploitation of resources and decline of service quality. At the same time, this paper puts forward some strategic suggestions to promote the sustainable development of Heilongjiang tourism market, including rational planning of tourist population flow, strengthening the protection and development of tourism resources, promoting the development of smart tourism, and strengthening regional cooperation and linkage. These suggestions are intended to provide theoretical basis and practical guidance for the scientific planning and management of Heilongjiang's tourism market, and help it achieve long-term prosperity and sustainable development.