Impact Of Marketing Activities Research Articles

The impact of marketing activities on increasing interest in Digital Cryptocurrencies

This study examines consumer attitudes toward cryptocurrencies in Slovakia, focusing on the perceived adequacy of their promotion and the influence of demographic factors such as education, gender, and age. The findings reveal that a significant majority of respondents view cryptocurrency promotion as insufficient, with 77.77% expressing dissatisfaction. Demographic factors were found to have minimal impact on attitudes, suggesting that universal barriers—such as trust, technological literacy, and perceived risks—play a more critical role. Social media emerged as a key platform for engaging consumers, particularly younger demographics, provided that campaigns are well-targeted and informative. These results highlight the need for innovative promotional strategies emphasizing transparency, education, and trust-building to bridge the gap between cryptocurrencies and broader consumer adoption. The study contributes to the growing literature on cryptocurrency marketing by providing actionable insights for addressing challenges in emerging markets like Slovakia.

Defining food well-being from the perspective of young Canadian consumers: an exploratory study

Food well-being (FWB) is fundamental for consumers’ overall well-being. Previous studies have explored FWB through five domains (food socialization, literacy, marketing, availability, and policy) or food-related concepts (e.g., food pleasure, healthiness, and satisfaction). However, the understanding of FWB is limited due to two main issues: (1) the absence of a clear definition and reliable measurement tools for this multifaceted and multidisciplinary phenomenon, and (2) the tendency of studies to focus on individual dimensions rather than examining it as an integrated whole, making it difficult to understand how these dimensions are interconnected. To address these gaps, a qualitative exploratory study was conducted with young Canadian consumers using a focus group and 15 individual interviews. A directed content analysis revealed a disconnect between consumer perceptions and the existing definition of FWB. This study makes three key contributions to understanding FWB: first, it provides a deeper insight into FWB conceptualization by identifying new themes within its domains. These include: (1) food socialization, shaped by family, peers, and meal traditions; (2) food literacy, encompassing both conceptual and procedural knowledge, as well as individual goals; and (3) food marketing, shaped by the impact of marketing activities (the 4Ps) on food experiences. Second, this study presents a comprehensive framework that illustrates the interconnections among FWB domains. It highlights, for example, how food socialization influences food literacy, the interactions between food literacy and food marketing, and the role of policy in shaping FWB. Third, it offers practical implications for enhancing FWB in contemporary consumer society.

Marketing Activities as a Factor of Health Facility Stability

Background. Marketing is one of the most difficult tasks in the healthcare business, because it requires a deep understanding of both the specifics of medical services and consumer expectations. Marketing strat-egies should be carefully planned and adapted to the unique characteristics of the industry, as consumers expect to receive a wide range of high-quality medical services. The specifics of the healthcare sector and the ethical, legal, and operational issues hinder the use of marketing tools. At the same time, successful medical marketing depends on the use of advanced tools and the constant monitoring of their effectiveness. Purpose. To consider the main factors of marketing strategy and plan development in healthcare and to offer practical recommendations for successfully promoting medical services.Materials and methods. The authors used general scientific research methods. The data from scientific peer-reviewed journals and analytical reports were synthesized and analyzed. The research materials on the management and development of marketing activities in healthcare organizations and the impact of market-ing activities on the effectiveness, stability, and sustainability of the subjects of the medical services market were analyzed.Results. The marketing of medical services includes a wide range of advanced tools and practices that con-stantly require attention and performance monitoring. Healthcare is an extremely complicated industry with features directly related to the development of effective marketing strategy and plan.

The Influence of Green Marketing, Health Consciousness and Trust to E-Commerce toward Purchase Intentions for Health Mask Products in the Covid-19 Pandemic Era

Changes that occurred due to the Covid-19 pandemic caused changes in people's consumption patterns. Environmentally friendly products are starting to appear, the increasing awareness of health and the shift from conventional trading activities to electronic commerce (e-commerce) require companies to quickly adapt and strategize along with these changes in an effort to increase consumer purchase intentions. This study aims to analyze the effect of green marketing, health consiousness, and trust to e-commerce on purchase intention toward MASNO product. This study involved 120 respondents, using non-probability sampling and judgmental sampling techniques. The questionnaires were distributed online through MASNO's Instagram account. Data analysis used multiple linear regression method. The results showed that green marketing and trust to e-commerce had significant effects on purchase intention toward MASNO, and health consciousness had no significant effect on purchase intention towards MASNO. The practical implication of this research is to increase consumers' purchase intention. One of the things that need to be considered is the impact of marketing activities on the environment, so that mask manufacturers are expected to be able to create innovative masks that are safe for consumers, safe for the environment, and interresting promotions. Integrity, priority to customers, and the ability of merchants to operate e-commerce platforms need to be improved so that it has an impact on increasing consumers’ purchase intention.

How Social Media Marketing Activities (SMMAs) and Brand Equity Affect the Customer's Response: Does Overall Flow Moderate It?

Nowadays, the growing importance of marketing activities in social media (SM) has attracted a lot of attention in researches and industries around the world. Many companies consider flow theory important to strengthen their customer relationships in the online environment. Flow Theory experience can predict satisfactory outcomes for online interactions between consumers and companies. This study examines the moderating role of flow theory on the relationship between marketing activities and customer responses. A total of 384 customers who experienced online shopping from “DigiKala,” one of the most pioneer online retailers in Iran, answered the survey. Data collection was done through the questionnaires, and structural equation modeling was used to analyze the data of this study. The results showed that marketing activities in social media have a significant positive effect on brand equity and customer response. Also, flow theory moderates the impact of marketing activities on social media, brand equity, and customer response, significantly. Finally, brand equity affects customer responses in the present research.

Marketing in the New Era: Investigating the Personality Antecedents of Materialism, Consumer Insecurity, and Consumer Loneliness

Purpose-By investigating the impact of personality antecedents on marketing influenced surface traits (i.e., Materialism, Consumer Loneliness and Consumer Insecurity), the current research tries to take a step forward in understanding the real impact marketing activities have, on these surface traits. Design/Methodology/Approach: Following a descriptive research methodology, data for the current study were collected from 174 respondents using standardized scales and hypotheses were tested using CFA and SEM analysis (AMOS (v23)). Findings: Results confirm the existence of a significant relationship between surface traits and personality traits, substantiating the theory that certain personality traits are inherent to the risk of being associated with these surface traits, and therefore the real impact of marketing activities might be much lower. Originality/Value: With marketing activities being criticized because of its negative impact on the society (which has been proved in the literature immensely), the current paper tries to give the debate a new perspective by studying the other antecedents (personality) of these 'negative consequences', in order to better understand the real affect of marketing activities. Implications: Marketers can take into consideration the results of the current study and incorporate them while making advertising decisions so that marketing actions elicit a more positive reaction than negative ones.

Monitoring of process performance by means of financial indicators

The paper deals with problematic nature of measuring of process performance. It includes a designed procedure of process performance monitoring, evaluation of logistic processes quality, and also measuring of the impact of marketing activities on the profitability of process output, i.e. a product, by means of appropriate indicator.There are several performance indicators that companies use to monitor the performance of their processes and business strategies with respect to their objectives. To monitor these indicators, enterprises rely on dashboards that present one or more indicators along with contextual information to help decision makers identify deviations and their root causes. Associated benefits related to the process performance measurement system can be seen, for example, in better decision-making, flexible human resource management and process management structures. By using rolled steel sheets in a large metallurgical plant as an example, there will be shown how the performance of the rolling process can be improved by monitoring the tangible financial indicator. Subsequently, the experience was from case management companies presented to further incorporate a practical view of implementation and related issues. Finally, the reasons why the organization prefers the observed indicator during implementation of the process performance of measurement system is explored in order to understand the causes and consequences.

The impact of marketing activities on service brand equity

PurposeThis study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through customer experience (CE). The proposed framework is in contrast to extant literature suggesting marketing activities directly create CBBE.Design/methodology/approachQualitative interviews with patients, followed by interaction with respondents using a structured questionnaire, were used to collect the data.FindingsThe results suggest that CE is the focal mediating variable for the relationship between marketing activities and CBBE. Out of 15 marketing activities, 8 positively impacted CBBE through CE and 2 negatively affected CBBE through CE. Among the remaining five, three had only a direct positive impact on CBBE and two neither directly nor indirectly impacted CBBE.Research limitations/implicationsThe effects of only individual marketing activity, and not of the interaction among marketing activities, were assessed.Practical implicationsThe study provides insights into the importance of CE in building CBBE for credence-dominant services (e.g. healthcare). This work will help managers in implementing experiential marketing by designing suitable activities for creating service CBBE.Originality/valueThe study outlines service CBBE creation through CE, offering specific insights for the healthcare market.

Construction and Comparison of a Correlation Model on the Marketing Effect of Cultural and Creative Landmarks on Regional Tourism Development

The marketing of cultural and creative landmarks has become important ever since it has been associated with the connection between regional development and people’s needs, thus making it is an urgent issue of regional tourism sustainability. From Taipei, Taichung, and Kaohsiung of Taiwan, this study respectively selects one cultural and creative landmark that represents the city as the targets and explores tourists who have visited any of these landmarks in order to analyze the effects of characteristics, surroundings, and marketing activities of cultural and creative landmarks on the public’s perceived value and regional attraction. It also constructs a correlation model. After analyzing 578 valid questionnaires, this study realizes that surroundings are the most critical factor influencing people’s perceived value of cultural and creative landmarks and enhance a regional attraction; the second most critical factor is the effect of landmark characteristics. However, the impact of marketing activities is insignificant. It shows that people’ perception of the marketing activities of cultural and creative landmarks is low. Therefore, in the future the marketing activities of cultural and creative landmarks should come from the aspect of improvement.

Exploring the impact of advertising and R&D expenditures on corporate brand value and firm-level financial performance

A parsimonious framework linking advertising expenditures and research and development expenditures to brand value, and brand value in turn to firm-level financial performance, was proposed and empirically investigated under four data conditions: data form, brand type, financial performance metric, and lag structure. Using pooled data from 125 firms (848 firm-year observations) over the period 1991–2007, 108 path analyses were conducted to compute five path model output metrics. Data on these metrics were then compared for each of the data conditions by means of analysis of variance. Although significant relationships were generally observed among framework variables, study results differed considerably across three of the four data conditions. The principal take-away from the study is that the impact of marketing activities on firm-level financial performance is likely to be in large part a function of the specific research purpose and methodology employed. As such, the take-away has implications when interpreting value-relevance findings, when constructing theories involving market-based assets, and when designing studies to investigate relationships between marketing and financial performance.

Repercussions of promoting an ideology of consumption: consumer misbehavior

While the impact of marketing activities on promoting an attitude of consumption has attracted considerable research attention, their unforeseen repercussions have not. Among these consequences are consumers misbehaving themselves in exchange settings. The phenomena include much more than common forms of consumer fraud, and has important implications for understanding the totality of the consumption experience. Consumer misbehavior is widespread: many consumers misbehave, all are inevitably affected materially and/or psychologically. Given its pervasiveness and importance, we need a theory to stimulate research inquiry. The theory presented here argues that negative consumer behavior is unintentionally stimulated by the same marketing factors, which promote an ideology of consumption.