Marketing Domain Research Articles

Why dropping intention of attention to YouTuber channels?

PurposeSocial participation and user-generated contents have engendered an era when “any receiver can be a provider.” Although studies have emphasized on increasing the number of subscribers conducive to platform success, the issue regarding why viewers drop their registered YouTuber channels has been less addressed. This article aims to present and empirically test a causal model to account for the pattern of discontinuous intention of attention to YouTuber channels.Design/methodology/approachInspired by the expectation–disconfirmation theory, the study proposes and examines a research model by using an empirical quantitative approach. The proposed model considers channel and YouTuber facets, as well as potential moderation effects of viewing seniority.FindingsAnalysis of a sample of 406 questionnaires revealed that ads interference is not a significant reason for discontinuation of viewing a channel, in contrast to insufficient playfulness and inconsistency. Regarding YouTubers’ features, both interaction inadequacy and negative self-disclosure are significant determinants of perceived dissatisfaction and discontinuation of viewing. The effects of determinants of discontinuity depend on viewers' seniorities, except for negative self-disclosure.Originality/valueWhile existing studies have focused mainly on revealing the determinants associated with the behavioral intention of viewing YouTuber channels to increase self-media performance, this research contributes insights into the literature investigating why existing viewers stop following a certain YouTuber channel. From a psychological perspective, this study demonstrates the value of modeling discontinuous behaviors toward YouTuber channels in the domain of social marketing.

Augmented Reality Marketing Implementation in Greek SMEs - A SWOT Analysis

Abstract Augmented Reality (AR) has established itself as a transformative tool in the domain of marketing, enabling both immersive and interactive experiences for consumers. The inherent capability of AR to overlay digital content onto the real world provides marketers with unparalleled opportunities to connect with their target audience. For the effective integration of Augmented Reality Marketing (ARM) within Greek Small and Medium-sized Enterprises (SMEs), it's essential to capitalize on inherent strengths, address potential weaknesses, exploit existing opportunities, and strategically navigate anticipated threats. Fundamental to the successful incorporation of ARM in this context is the development of a carefully crafted strategy, enriched by a deep understanding of the local market dynamics. From a methodological standpoint, this research draws upon a set of predetermined keywords sourced from renowned databases such as Google, Google Scholar, Semantic Scholar, Science Direct, and Scopus. Using secondary data, the collated information was analyzed using the SWOT framework, facilitating a thorough examination of strengths, weaknesses, opportunities, and threats. To achieve this, a SWOT analysis was systematically employed, offering a comprehensive view of the potential for integrating augmented reality marketing within Greek SMEs. Keywords: Augmenting Reality Marketing, Digital Marketing, SMEs, Swot Analysis, Greece, Greek enterprises.

Critical perspective on consumer animosity amid Russia-Ukraine war

PurposeConsumer animosity in the wake of Russia–Ukraine war has gained significance in consumer behavior research. In this line, this study aims to examine the critical influence of consumer animosity in developing brand attitude and its ensuing outcomes – brand boycott behavior and brand-country image – the moderating role of perceived intrusiveness on the relationship between consumer animosity and brand attitude and the moderating role of altruism between brand attitude and behavioral outcomes.Design/methodology/approachUsing the data obtained from 411 European consumers, data analysis was performed using structural equation modeling to examine the proposed relationships.FindingsThe findings revealed a strong negative influence of consumer animosity on brand attitude, which eventually leads to brand boycott behavior and a negative brand-country image. This work also confirmed the boundary condition of perceived intrusiveness on the effect of consumers’ animosity on brand attitude. Furthermore, the authors validated the moderating effects of altruistic behavior on the relationships between brand attitude and boycott behavior and brand-country image.Research limitations/implicationsThis study offers theoretical, practical and policy implications in international marketing domain. The authors acknowledged a few shortcomings and made some recommendations for future research.Originality/valueIn the context of the Russian–Ukraine war, this study creates a novel conceptual framework based on consumer animosity. In the current scenario, provide critical perspective on how European customers’ animosity to Russian brands develops their adverse attitudes. This study also highlighted the alternatives to Russian brands when they were boycotted during the Russia–Ukraine war.

THE ESSENCE AND ROLE OF DISTANCE LEARNING IN THE FORMATION OF PROFESSIONAL COMPETENCES OF THE FUTURE FOREIGN LANGUAGETEACHER

This article delves into the pivotal theme of formation of professional competences among future foreign language teachers within the framework of distance learning. A comprehensive research was conducted to explore the multifaceted concept of “distance learning,” which entails indirect interaction between educators and learners the adept utilization of information and communication technologies, digital resources, diverse electronic devices, electronic communication tools, and telecommunication services. The study meticulously traverses the evolutionary trajectory of distance learning, including correspondence education, case study, broadcasting learning, and networking learning. Additionally, it casts a discerning spotlight upon distinct models of distance learning, such as distance learning based on a single university with the traditions of classical education, distance learning based on the cooperation of several educational institutions, and distance learning at universities specially created for this purpose. The article further navigates through the intricate organizational and methodological constituents intrinsic to distance learning. This intricate tapestry comprises the domains of marketing, educational and material, financial and economic, and identification and control subsystems. Notably, the article undertakes an exhaustive exploration of the strengths and weaknesses inherently associated with distance learning. Keywords: formation of professional competences, future foreign language teachers, distance learning, distance education, higher education institution, information and communication technologies (ICT)

Empowering Female Entrepreneurs of 'Aisyiyah Bandung with Digital Marketing Literacy

The Project on Digital Marketing Training and Assistance for Female Entrepreneurs of 'Aisyiyah in Bandung City has proven to be a transformative initiative. It effectively enhanced the digital marketing strategies of MSMEs entrepreneurs, enabling them to conduct promotions and advertising through social media with efficiency and effectiveness. The program garnered participation from 20 dedicated individuals, all facing challenges in digital promotion. The active involvement, enthusiastic participation, and lively discussions throughout the training and focused group discussion (FGD) sessions demonstrated the commitment of these MSMEs entrepreneurs, particularly those affiliated with 'Aisyiyah. The outcomes and insights gained from the program have provided tangible solutions for the practical implementation of digitalization in their marketing endeavors. To further refine and extend the reach of such activities, future collaboration with external partners is essential. Such collaboration would facilitate the provision of digital literacy support to MSME entrepreneurs, especially in the marketing domain, ultimately boosting their sales revenue. In conclusion, this project program has impacted the digital marketing competencies of 'Aisyiyah Bandung's female MSMEs entrepreneurs. Effective training and support have equipped them to harness the potential of digital platforms for business growth.

The design of retailers' online review systems – a systematic literature review and future research agenda

PurposeIn this paper the authors aim to review the state-of-the-art literature on online review systems and their impacts on consumer behavior and retailers' performance with the aim of identifying research gaps related to different design features of review systems and developing future research agenda.Design/methodology/approachThe authors conducted a systematic review based on PRISMA 2020 protocol, focusing on studies published in the domains of retailing and marketing. This procedure resulted in 48 selected papers investigating the design features of retailer online review systems.FindingsThe authors identify eight design features that are controllable by retailers in an online review system. The design features have been researched independently in previous literature, with some features receiving more attention. Most selected studies focus on the design features adapted metrics and review presentations, while other features are generally neglected (e.g. rating dimensions). Previous literature argues that design features affect consumer behaviors and retailers' performance. However, the interactions among the features are still neglected in the literature, creating a relevant gap for future research.Originality/valueThis paper distinguishes between different types of retailer online review systems based on how they are implemented. The authors summarize the state-of-the-art of relevant literature on design features of online review systems and their effects on consumer- and retailer-related outcome variables. This systematic literature review distinguishes between online reviews provided on websites controlled by retailers (internal systems) and third-party websites (external systems).

Examining the Factors That Shape Green Purchase Behavior: The Role of Subjective Norms, Self-Efficacy, Attitude and Intention

This study main objective is to analyze the emerging phenomenon of eco-friendly green environments in the domain of marketing. It is essential to increasing the market penetration of ecological products to get consumers to adopt a positive attitude toward green purchasing. Specifically, the study examined the role of green self-efficacy, subjective norms, and green purchase attitude in predicting the effect of intention in green purchase on the association among these factors and actual green purchase behavior. Data from 224 consumers with prior experience buying eco-friendly products is used. Results showed that subjective norms, green self-efficacy, and green purchase attitude important impact on intention to green purchase, which leads to predicted actual green purchase behavior. The mediation of intention toward green purchase was found to be partial. Therefore, this study suggests that interventions aimed at promoting green purchase behavior should focus on enhancing consumers' green self-efficacy, subjective norms, and green purchase attitude, as well as strengthening the intention-behavior relationship.

Influencer recommendation system: choosing the right influencer using a network analysis approach

PurposeThe rise of social media has led to the emergence of influencers and influencer marketing (IM) domains, which have become important areas of academic inquiry. However, despite its prominence as an area for study, several significant challenges must be addressed. One significant challenge involves identifying, assessing and recommending social media influencers (SMIs). This study proposes a semantic network model capable of measuring an influencer's performance on specific topics or subjects to address this issue. This study can assist managers in identifying suitable SMIs based on their estimated reach.Design/methodology/approachData from popular YouTube influencers and publicly available performance measures (views and likes) are extracted. Second, the titles of the past videos made by the influencer are used to develop a semantic network connecting all the videos to other videos based on similarity measures. Third, the nearest neighbor approach extracts the neighbors of the target title video. Finally, based on the set of neighbors, a range prediction is made for the views and likes of the target video with the influencer.FindingsThe results show that the model can predict an accurate range of views and likes based on the suggested video titles and the content creator, with 69–78% accuracy across different influencers on YouTube.Research limitations/implicationsThe current study introduces a novel and innovative approach that exploits the textual association between a SMI's previous content to forecast the outcome of their future content. Although the findings are encouraging, this research recognizes various constraints that upcoming researchers may tackle. Forecasting views of posts concerning novel subjects and precisely adjusting video view counts based on their age constitute two primary limitations of this study.Practical implicationsManagers interested in hiring influencers can employ the suggested approach to evaluate an influencer's potential performance on a specific topic. This research aids managers in making informed decisions regarding influencer selection, utilizing data-based metrics that are simple to comprehend and explain.Originality/valueThe study contributes to outreach evaluation and better estimating the impact of SMIs using a novel semantic network approach.

The Double Jeopardy in high street footfall

PurposeCalls for empirical and theory-based outcome measures in the place marketing literature are made more pressing as policymakers manage post-COVID high street recovery. This study aims to evaluate how knowledge of repeat buying established in the consumer marketing domain might be adapted to benchmark place marketing effectiveness, applying the Law of Double Jeopardy to capture the predictable relationship between footfall and visit frequency on competing high streets.Design/methodology/approachThe authors match footfall and survey data collected simultaneously on nine local high streets in one London borough to ask if a predictable Double Jeopardy relationship exists. The authors then test the theoretical assumptions of independence that underpin the Law in patterns of switching; the predictable distribution of regular, infrequent and new visitors; and the absence of user segmentation.FindingsThe authors observe that Double Jeopardy constrains behavioural outcomes, that a simple model fits high street footfall data well and that its theoretical assumptions are supported.Originality/valueThis paper makes several practical and theoretical contributions. The authors demonstrate a method to model expected repeat visit frequency from footfall density and elaborate footfall data into its frequency classes. The authors also locate the effects of loyalty over time within existing knowledge of spatial competition for high street patronage and demonstrate how place marketing insights can be derived from applications of this useful law.

Assessment of profitability and efficiency analysis of watermelon (Citrullus lanatus) value chain in Yobe State, Nigeria

Purpose: An imperative step in enhancing investment returns for watermelon producers and marketers is to comprehensively analyze the watermelon value chain. This evaluation was recently conducted in Yobe State, Nigeria, during the period spanning from July to August 2023. Research methodology: The data acquisition process involved the administration of a questionnaire that facilitated the gathering of information from 540 participants across various roles within the value chain, encompassing producers, wholesalers, and retailers operating within the study's geographic scope. Results: The findings of this investigation illuminate the prevalent utilization of urban marketing channels by watermelon marketers, and it is noteworthy that approximately half of these marketers engage in their marketing endeavors within urban markets such as Kano, Kaduna, and Abuja. Notably, the study underscores the substantial impact of transportation costs on both the pricing and net marketing returns associated with watermelons. A significant proportion of these marketers were motivated primarily by the pursuit of sustainable livelihoods, while the allure of profitability drove others. However, a critical challenge encountered in the watermelon marketing domain pertains to the accessibility of credit facilities, which affects nearly 90% of the stakeholders involved in the value chain. Additionally, other constraints exerted relatively minor effects on marketers' activities and outcomes. Limitations: This study was limited to data from 460 participants involved in various stages of the watermelon value chain in the study area from July to August 2023. Contribution: This study can aid different actors in the watermelon value chain when making investment decisions.

Features of Applying Statistical Analysis in Modern Marketing

The article discusses the features of applying statistical analysis in marketing during digital transformation. After explaining the relevance of the study, the authors formulate the challenges of using statistical analysis in marketing, reveal the study goals, objectives, and tools, and provide an overview of the content of statistical analysis (at the company level). In modern Internet marketing, a large number of statistical indicators are used, such as CPC (cost per click), CTR (advertisement click-through rate), CPA (advertising cost), conversion rate, lead cost, and many others. However, according to the authors, the indicators used in most companies are not comprehensive enough. The paper notes that statistical analysis of the digital marketing domain uses several digital products, such as Google Analytics, Adobe Analytics, Mixpanel, Salesforce Analytics Cloud, and Looker. The more specific the information required for statistical analysis, the more the company strives to create its digital product for collecting, analyzing, and interpreting the most important data for marketing about hidden patterns in customer behavior, in their consumer journey, motives, and incentives for their choice. The uniqueness of the artificial intelligence algorithms used for this is ensured by the methods of classification, clustering, regression, and association analysis that are used in machine learning and statistical analysis for the automatic processing and analysis of large amounts of data. The article focuses on the specific results of improving marketing activities based on the development of statistical analysis amidst digital transformation arising from the introduction of digital technologies, and the development of digital products that ultimately give competitive advantages in a particular area of business.

Does buying green pay off? Stock market reactions to green acquisitions

As sustainability trends gain momentum, more businesses seek to expand their green business portfolios by acquiring firms with green technologies or green brands. However, the financial impact of this green marketing strategy is unclear. Utilizing event study methodology and the two-stage Heckman selection model, this study investigates stock market valuations of 182 announcements about green acquisitions from US public firms between 2000 and 2018. We report several interesting findings. First, we find that green acquisitions are accompanied by positive stock market reactions. Second, the stock market reacts more favorably to acquirers with a higher level of marketing capability and a lower level of innovation capability when green acquisitions are announced. Third, industry sensitivity moderates the effects of the two aforementioned organizational capabilities on the stock market return−green acquisition relationship. We gain insight into investor responses in the context of green acquisitions through the lens of marketing and innovation capabilities. The findings enrich research in the domain of marketing−finance interface and sustainability marketing by shedding light on the short-term green acquisition–firm value relationship.

Named Entity Recognition in Power Marketing Domain Based on Whole Word Masking and Dual Feature Extraction

With the aim of solving the current problems of low utilization of entity features, multiple meanings of a word, and poor recognition of specialized terms in the Chinese power marketing domain named entity recognition (PMDNER), this study proposes a Chinese power marketing named entity recognition method based on whole word masking and joint extraction of dual features. Firstly, word vectorization of the electricity text data is performed using the RoBERTa pre-training model; then, it is fed into the constructed dual feature extraction neural network (DFENN) to acquire the local and global features of text in a parallel manner and fuse them. The output of the RoBERTa layer is used as the auxiliary classification layer, the output of the DFENN layer is used as the master classification layer, and the output of the two layers is dynamically combined through the attention mechanism to weight the outputs of the two layers so as to fuse new features, which are input into the conditional random field (CRF) layer to obtain the most reasonable label sequence. A focal loss function is used in the training process to alleviate the problem of uneven sample distribution. The experimental results show that the method achieved an F1 value of 88.58% on the constructed named entity recognition dataset in the power marketing domain, which is a significant improvement in performance compared with the existing methods.

Artificial intelligence in interactive marketing: a conceptual framework and research agenda

PurposeArtificial intelligence (AI) is transforming consumers' experiences and how firms identify, create, nurture and manage interactive marketing relationships. However, most marketers do not have a clear understanding of what AI is and how it may mutually benefit consumers and firms. In this paper, the authors conduct an extensive review of the marketing literature, develop an AI framework for understanding value co-creation in interactive buyer–seller marketing relationships, identify research gaps and offer a future research agenda.Design/methodology/approachThe authors first conduct an extensive literature review in 16 top marketing journals on AI. Based on this review, an AI framework for understanding value co-creation in interactive buyer–seller marketing relationships was conceptualized.FindingsThe literature review led to a number of key research findings and summary areas: (1) an historical perspective, (2) definitions and boundaries of AI, (3) AI and interactive marketing, (4) relevant theories in the domain of interactive marketing and (5) synthesizing AI research based on antecedents to AI usage, interactive AI usage contexts and AI-enabled value co-creation outcomes.Originality/valueThis is one of the most extensive reviews of AI literature in marketing, including an evaluation of in excess or 300 conceptual and empirical research. Based on the findings, the authors offer a future research agenda, including a visual titled “What is AI in Interactive Marketing? AI design factors, AI core elements & interactive marketing AI usage contexts.”

Impact of fashion influencers on consumers' purchase intentions: theory of planned behaviour and mediation of attitude

PurposeThe purpose of this study is to examine the impact of fashion influencer measures on consumers' purchase intentions and the mediation of attitudes to understand the phenomenon of influencer marketing in the backdrop of the fashion industry.Design/methodology/approachThe present study employs a conceptual model based on extended theory of planned behaviour (TPB) with added perceived trust. Data were collected from 341 participants from different regions of the country and analysed using direct path analysis and mediation technique.FindingsThe study found that attitudes toward fashion influencers are positively influenced by perceived trust, subjective norms and perceived behavioural control. However, perceived behavioural control is not directly related to purchasing intents in the research model. The results confirmed that attitudes have a positive association with purchase intentions both directly and indirectly (partially mediation).Research limitations/implicationsThe study advocates market practitioners and advertisers to acknowledge the increasing importance of influencer marketing and the promotion of their fashion offerings in the setting of emerging fashion industry.Originality/valueThe present study adds crucial value to enhance the understanding of fashion influencer marketing in the Indian context. This research offers several insights into the continually growing knowledge domain of influencer marketing by predicting the direct relationships with purchase intents and the mediation of attitudes.

Artificial Intelligence Tools for Enhancing Customer Experience

Abstract: Customers are the key to any business and the major challenge for any established business is retaining an existing customer and acquiring a new customer. One of the many ways to reduce the churn rate and increase customer retention is to improve the customer experience. As businessesare growing, their customer base is also increasing. Each and every customer is different and needs different kind of motivators to engage with the business and hence we need to understand each and every customer uniquely. Artificial Intelligence tools can blend the gap between the business and the client, creating enormous information that can prompt further comprehension ofthe client’s preferences. Understanding these artificial intelligence tools and how these tools can assist organizations with retaining clients and help them give better involvement to their clients is significant. However, in academic research this significant research area stays under-focussed. Hence this study tries to address this gap by proposing a conceptual model for understanding how the Artificial Intelligence tools are can help in enhancing customer experience. The narrative literature review approach has been adopted for conceptualization of the model. The study provides implications to practitioners for designing and developing AI tools such that they enhance customer experience, to managers for designing the information technology strategy of their companies, to academicians as it helps explore new technologies in the marketing domain and to the society as it will help improve customer experience thereby leading to customer satisfaction.

Ordinary customer experience: Conceptualization, characterization, and implications

AbstractAlthough businesses strive to create extraordinary customer experiences, it is the ordinary experiences that form the backbone of customers' lives and hold the greatest potential for creating meaning and relevance. This conceptual study aims to shed light on the sources, characteristics, and mechanisms of the ordinary customer experience by conducting a scoping review of literature from various fields, including sociology, philosophy, consumer behavior, psychology, marketing, and management. The findings demonstrate that researchers characterize the ordinary customer experience as familiar, simple, and mundane—and thus often taken for granted—and as formed through customers' daily routines. This study defines the ordinary experience as the accumulation of a customer's perceptions, feelings, and sensemaking of customer‐specific, contextual, and offering‐related stimuli that are meaningfully and purposefully present in the customer's daily life. The ordinary experience representing a lived and reflective phenomenon is characterized as peripheral, predictable, neutral, acceptable, longitudinal, and convenient. Despite its seemingly mundane nature, the ordinary customer experience provides valuable insights into customers' sensemaking of experiences. By reconciling and bridging understandings from various fields, this study presents a comprehensive view of the ordinary customer experience and contributes to a more granular and holistic understanding of the ordinary in the marketing domain. It offers an alternative perspective on customer experience that extends beyond the conventional ordinary–extraordinary continuum.

Green Marketing Strategy Adoption by Indian Political Party Brands with Special Emphasis on Marketing Mix

Purpose : The goal of this paper was to provide an overview of the green marketing mix of political party brands and to explain how Indian political brands are implementing green marketing strategies along with the marketing mix consisting of the seven Ps for political party brands. Methodology : The paper is theoretically positioned and qualitative in nature. Findings : We discovered that very few papers have investigated this topic. Neither green marketing nor political marketing researchers have identified the green marketing positioning strategy of political brands, nor have political marketing researchers focused on the seven Ps of a political brand. Political parties are implementing green marketing strategies in practice, but academics provide no evidence of this. Practical Implications : Following a thorough literature review, we concluded that political marketers or managers should continue exploring new voter segments, such as green voters. We advise researchers to focus on this area of marketing so that voter behavior can be studied more scientifically. Our study has limitations and leaves room for future researchers. More examples of green initiatives can be found while broadening the scope of research to include other countries. Originality : Unlike prior research in the green and political marketing domain, the current work has paid attention to non-conventional political marketing strategies. Development of the seven Ps concept is also undertaken for the first time.

The MBA Marketing Mix Revisited:The Need for the 10Ps Framework in the Indian Context

The use of the marketing mix is ubiquitous, six decades after it was first proposed. Over time, numerous variations, augmentations and alternatives have been proposed across spheres of the marketing domain in various specializations and sub-categories. At its core, its essence is its useful function as a toolkit for the marketer in attracting the target-consumer. The 7Ps MBA marketing mix proposed by Jonathan Ivy in this regard assumes significance within India’s B-school market, arguably one of the largest in the world. This study examines whether the 7Ps alone are sufficient in the Indian context. Data exploration finds that aspects of graduate performance are grossly deficient both in terms of outturn and placement, with indications suggesting a lack of trust among the consumers. This study, therefore, conceptualizes an enhanced marketing mix of 10Ps, with the inclusion of pass-rate, placements and probity as three new Ps. Crucially, it includes the performance criterion which was missing in the original 7Ps MBA marketing mix while adding a new component that is pertinent to developing/emerging markets. The study would be useful as it potentially opens up further exploration into services marketing aspects of the multi-billion-dollar MBA industry in India, as well as throwing light on key drivers for positioning and building brand equity among B-schools.

“Inside” versus “outside” trends in consumer research

AbstractGiven its multi‐faceted nature, consumer research has evinced interest from scholars both within and outside the marketing domain, resulting in ongoing knowledge contributions from a diverse range of disciplines. We conduct a comprehensive review and comparison across both marketing (“inside”) and non‐marketing (“outside”) disciplines to identify which topics are most and least focused on within each disciplinary domain and which are emerging as the most impactful. We also identify which of the marketing (FT50) journals are at the forefront of cutting‐edge research and demonstrate their contributions to the progression of the most impactful topics in the field. Based on our findings, we identify key gaps and under‐researched areas of substantive interest, highlight impactful emerging topics in non‐marketing journals where marketing could offer unique perspectives, and provide concrete suggestions and directions to further progress and stimulate consumer research.