Marketing Activities Research Articles

Factors Influencing Consumer Willingness to Use AI-Driven Autonomous Taxis

The advancement of autonomous driving technology, particularly Tesla’s launch of its new Robotaxi, marks a transformation in transportation. Understanding the theoretical mechanisms that drive consumers’ intention to use autonomous taxis is essential. This study develops a structural equation model (SEM), extending the applicability of the TAM and TPB model, and incorporates external factors like attitudes, subjective norms, traffic efficiency, and perceived cost–benefit into the model to analyze their impact on consumers’ perceived characteristics (perceived usefulness and perceived ease of use). A survey of 427 valid responses revealed that attitudes, subjective norms, and perceived cost–benefit all have significant positive impacts on perceived usefulness and ease of use, which, in turn, are the primary drivers of consumers’ intention to use. Additionally, perceived risk significantly weakens the positive effects of perceived usefulness and ease of use on the intention to use, underscoring its critical moderating role in the technology acceptance process. This paper suggests strategies to enhance consumer acceptance, including strengthening user perception through marketing and public experience activities, optimizing technology to improve user experience, reinforcing safety and privacy measures to reduce perceived risk, and highlighting the insurance mechanism, convenience, and economic benefits of autonomous taxis in marketing.

Unpacking the relationship between entrepreneurial marketing activities and small firm performance

PurposeA question remains unresolved in existing cross-disciplinary research at the marketing/entrepreneurship interface (MEI). This features circumstances when employing a combination of market-oriented and entrepreneurially-oriented activities, known as entrepreneurial marketing (EM) behavior, is likely to lead to positive performance outcomes. Earlier mixed findings provide the need to unpack the nuances of EM practices, in terms of their boundary conditions, regarding circumstances where this behavior does or does not lead to performance-enhancing outcomes. Consequently, the purpose of this study is to examine the complexities of the association between EM activities and small firm performance by assessing quadratic and moderating effects.Design/methodology/approachThis study was underpinned by resource-based theory (RBT). Survey responses were collected from 214 smaller-sized companies in the United Kingdom. The statistical data passed all major checks for reliability, different forms of validity, common method variance and endogeneity bias.FindingsEM activities had a quadratic connection with small firm performance, with this relationship being enhanced (in terms of a positive two-way interaction effect) by market dynamism (a counter-intuitive result regarding environmental conditions). Surprisingly, through a post-hoc test, coopetition (cooperation among competitors to leverage assets and overcome resource constraints) did not play any influential part in helping owner-managers to overcome the potential downsides of EM practices, like the time and cost implications of identifying and exploiting opportunities (i.e., a non-significant three-way interaction effect).Originality/valueUnique insights outline how decision-makers in smaller-sized organizations can harness the potential benefits, and minimise the likely drawbacks, of employing EM activities. However, owner-managers should be cautious when implementing these organization-wide practices, since they are likely to enhance performance, but only up to a fixed point. Indeed, excessive forms of EM activities can weaken small firms’ performance. A counter-intuitive positive moderation effect regarding market dynamism challenges certain earlier findings. Specifically, in some dynamic market conditions, EM activities could be performance-enhancing, since certain environmental-level forces might assist owner-managers to amplify the merits of behavior at the MEI when implemented effectively.

A STUDY ABOUT THE RELATIONSHIP BETWEEN ENVIRONMENTAL AWARENESS AND THE LEVEL OF AWARENESS OF GREEN MARKETING ACTIVITIES

In the current century, the concept of “environment” is becoming more and more important today due to industrialization, the rapid increase in the world's population, and the environmental pollution caused by people's inconsistent use of nature to meet the needs and demands of population growth. A healthy environment is necessary to live a healthy life. Environmental consciousness and environmental marketing have developed rapidly in our country in recent years. Green marketing is a planned marketing activity that covers the process from the design of environmentally friendly products to their subsequent use in order to meet all the demands and needs of green consumers and to achieve the goals of businesses. Green consumers; they are consumers who are interested in environmentally friendly products, do research about these products and share this information with others. Green consumption means purchasing and using environmentally friendly products that cause the least harm to the environment. Consumers need to have enough information to make informed decisions. Lack of information may prevent consumers from incorporating environmental considerations into their purchasing decisions.

Model Transformasi Digital pada Komunikasi Pemasaran Pertanian di Indonesia

Marketing communication can also be interpreted as a two-way exchange of information between parties or institutions that are visible in marketing. The use of digital media as a means of communication is currently used to produce, reproduce, distribute or disseminate and convey information in marketing activities. Marketing digitalization will certainly make marketing activities simpler, faster, more accurate, easier, cheaper, more effective and efficient through marketing digitalization. TaniHub as e-commerce in the agricultural sector applies a digital communication model to marketing in the agricultural sector, namely (1) advertising, (2) sales promotion, (3) events and experiences, (4) public relations and publicity, (5) direct marketing, (6) interactive marketing, (7) word of mouth marketing and (8) personal selling. The aim of this research is to determine the communication transformation model applied by TaniHub in running its business. By using qualitative research and interview methods with TaniHub, the results of this research show that the application of a communication model using eight communication models from Kotler can improve marketing and increase TaniHub e-commerce customers, both from farmer partners and agricultural product buyers.

Strategi Komunikasi Global Dalam Praktik Pemasaran Global

This research is based on the desire to analyze the role of global communication strategies in current global marketing practices where competition is high. The analytical tool is a qualitative method used by the author, namely to fill in the data or information collected with the final result in the form of writing. This method is used to describe and explain management strategies for dealing with waqf problems through collecting information and studying documents, such as e-books, journal articles and papers. The ideas that will be put forward highlight: first, the concept of global marketing communications; second, variables that influence global communication; third, global marketing communications strategy; fourth, the benefits of global marketing communications. The research results concluded that the marketing activities implemented were based on a planned strategy design based on the results of an analysis of the competitive conditions of a product's industry at various levels of the product life cycle, which needed to be communicated between the company and the target market. In this activity, global marketing communication is very important, because through appropriate marketing communication in accordance with culture, life style, buying habits, consumer consumption patterns, communication media, target consumers.

MODELS OF MARKETING ACTIVITY IN AN INDUSTRIAL ENTERPRISE

The article presents the results of a study of theoretical, methodological and practical aspects of marketing activities at industrial enterprises, systematized in the form of three functional models of marketing activities implemented at industrial enterprises, taking into account the specific features of changes in marketing activities depending on the functional marketing model implemented at the enterprise. The research uses traditional methods of scientific analysis, including technical, economic and logical analysis, systematization and ranking. The analysis takes into account that the dynamic nature of the external environment of enterprises implies constant changes in the criteria of competitiveness and efficiency, leading to the emergence of new business goals, new tools and methods of work, changes in the ownership structure, relationships, the development of new functions and directions, diversification and integration. The obtained results can be used at an industrial enterprise when changing the model of marketing activities, as in the conditions of the formation of technological independence of the Russian Federation the most important task is to ensure the market orientation of the production capabilities of domestic enterprises.

The Use of Digital Twins to Address Smart Tourist Destinations’ Future Challenges

This research aims to conceptualise the use of the digital twins (DT) tool in tourism to address smart tourist destinations’ future challenges to enhance tourists’ experiences and residents’ quality of life through better services developed by DTs. This paper investigated the use of DT technology to tackle the new challenges facing smart tourist destinations (STDs) in terms of urban planning, sustainability, security, marketing, and tourism activities by using data on this topic from expert researchers and public and private organisations. Also, this research adopted a systematic review approach to analyse and illustrate the existing literature on the topic of DTs and their use for STDs, which helped us develop the DT concept in a STD context. The findings of this research reveal that DT technology is emerging as a disruptive technology tool that is being used to improve the management of STDs in terms of their efficiency, safety, sustainability, environmental protection, productivity, and energy consumption. Moreover, DT technology is a nascent tool in the tourism and marketing industries, but its versatility in relation to its capacity to analyse data and predict the behaviour of tourism and business ecosystems to address relevant issues at STDs gives it a key role in the tourism industry. Finally, a new definition of DT technology has been included in this study within a tourism and STDs context, filling the gap in this topic in the tourism industry according to some researchers’ suggestions. There are limited scientific publications about DT technology that jointly tackle the DT technology and STDs sphere. Accordingly, this manuscript defines DT technology and provides a new viewpoint of this technology that will help to initiate academic discussions on DT tourism within the context of STDs.

Impact of Tourism Activity on Urban Land and Housing Market Activity: Evidence from Croatia

This paper explores the interplay of tourism activity, local expenditures on environmental protection, and the decisions to purchase apartments, family houses, and urban land. A random effects panel model is estimated by using data from cities and municipalities from 2012 to 2021 in Croatia, a European economy heavily dependent on tourism. The findings suggest that increasing tourism intensity at a destination motivates apartment purchase decisions but does not influence family house purchases as significantly. Municipal environmental expenditures show a positive relationship with apartment and family house purchase decisions, suggesting that investments in environmental protection may enhance the attractiveness of urban living spaces, leading to increased demand for apartments. Finally, the results reveal that growth in urban land purchases for housing construction is linked to increased short-term rentals and higher municipal housing expenditures. This research contributes to understanding housing market behavior. The results provide actionable insights for policymakers in tourism-dependent economies, emphasizing the need to balance tourism growth with housing affordability and sustainable urban development.

Exploring the Impact of Combining Neuromarketing and AI Adoption on the Perceived Effectiveness of Social Media Advertising Campaigns

Literature shows that integrating advanced tech-oriented marketing skills and techniques (i.e., Neuromarketing and Artificial Intelligence concepts) and assessing that influence toward incentivizing SMEs owners to outsource their marketing activities are still omitted and need further clarifications. As a response, through a deep exploration of the literature and insights from the related Key Performance Indicators (KPIs), this research articulates a proposed research framework, upon the premise of extending Taylor and Todd's Decomposed Theory of Planned Behavior. This research seeks to contribute by presenting a framework that further allows M&A agencies to comprehend the underpinnings of integrating such a tech-oriented combination toward enhancing their performance while crafting advertising campaigns for SMEs. This is along with showing how such integration would improve the image of those M&A agencies showing their superb capabilities in crafting advertising campaigns. The authors believe the framework is expected to serve as a guideline for future researchers to incorporate their primary data towards framing their research.

The Effect of Social Media Marketing on Tourist Loyalty: a Mediation - Moderation Analysis in the Tourism Sector under the Stimulus-Organism-Response Model

This study investigates the impact of social media marketing (SMM) activities on destination loyalty, emphasizing the mediating roles of tourist satisfaction and engagement, and the moderating role of destination trust in an extended Stimulus-Organism-Response (S-O-R) model in the context of an emerging country (Vietnam). Data from 514 domestic tourists collected in Vietnam's coastal destinations were analyzed using partial least squares structural equation modeling (PLS-SEM). The results reveal significant direct effects of SMM on tourist satisfaction, engagement, and loyalty. Satisfaction and engagement mediate the relationship between SMM and loyalty, while destination trust strengthens these effects. This study offers significant theoretical contributions to the field of tourism marketing by extending the application of the S-O-R framework. It demonstrates how SMM influences destination loyalty not only through direct pathways but also through indirect mechanisms involving tourist satisfaction and tourist engagement. By examining these mediating and moderating roles, the study expands our understanding of how emotional and behavioral responses to SMM drive destination loyalty. The findings suggest that destination marketing organizations (DMOs) should develop SMM strategies that not only enhance engagement and satisfaction but also incorporate trust mechanisms to foster long-term loyalty, particularly in emerging tourism markets.

MERGER CONTROL REGIME IN MALAYSIA: PAST, PRESENT AND WAY FORWARD

Merger control is one of the main pillars of a competition law regime. Without a merger control provision, a competition authority is unable to prevent a problematic merger that lessens competition in the market from being consummated. Malaysia, having its national cross-sector competition law regime in place only since 2010, has, apart from sectoral regulations, no merger control regime in place. The country has adopted a sectoral approach to merger control, empowering certain regulators to oversee merger activities in a specific market or industry. Since 2020, the Malaysia Competition Commission (MyCC) has been working on the proposed amendments to the Competition Act 2010 (CA 2010), aiming to incorporate a merger control regime as one of its main agendas. The primary objective of this paper is to explore the development of the merger control regime in Malaysia. The main contribution of this paper is the analysis of the merger control regime in the proposed amendment of the CA 2010 and an understanding of the issues and challenges involved in the enforcement of merger control provisions. The research is doctrinal, based on descriptive and analytical methods, and relies on both primary and secondary data. The research is doctrinal, utilising descriptive and analytical methods, and relies on both primary and secondary data. It also incorporates a comparative element by examining experiences from more developed jurisdictions, such as the European Union and the United States, which have extensive experience in enforcing merger control. Conclusions can be drawn from debates in these jurisdictions regarding potential adjustments to their respective merger control regimes.

Application of Fintech Financial Technology in the Stock Market in Vietnam

Along with the strong development of science and technology, the application of modern technology in many activities in the financial market, including the stock market, has contributed to promoting and creating new steps. a major turning point in the development and integration of these markets. The application of modern technology has created technological leaps in the financial sector around the world, bringing incredible changes in the fields of securities, banking, and investment. Currently, Fintech is playing an important role in changing the way investors participate in the stock market.The profound impact of the 4.0 Industrial Revolution is and has been taking place strongly on most industries around the world in general and Vietnam in particular, so the stock market is no exception to that trend. Developing the stock market towards integrating modern information technology applications is an inevitable trend. Recognizing the importance of information technology application in the field of securities and stock market, the State Securities Commission has gradually modernized the technology platform to improve management and supervision capacity, operating and serving the development of the market.Regarding the development of securities products and services, since 2017, a number of securities companies have researched and deployed financial technology applications to increase customers' investment experience. Up to now, Fintech has helped new investors easily access stock investment channels with many convenient trading features, low costs, saving time and effort. However, Fintech applications in stock trading in our country are not really diverse, still at a simple level such as supporting buying and selling transactions, providing transaction information for investors. The article provides comments and assessments on the current status of Fintech applications in stock trading in Vietnam and some proposals to widely deploy these applications in the stock market in the near future.

Peran Aktivitas Pemasaran Media Sosial Instagram dan Ekuitas Merek Terhadap Respon Pelanggan Bhisa

Current technological developments occur in various sectors, one of which is marketing with increasing marketing activities carried out on social media such as Instagram. This is influenced by various factors such as the increase in internet users and the time each person uses the internet. In response to this development, as one of the transportation service providers, PT BST with one of its integrated products, namely Bhisa, uses Instagram social media to market its products and services. The use of Instagram with the username Bhisa.id is PT BST's effort to continue to compete with its competitors. This study aims to determine the influence of Social Media Marketing Activities carried out by PT BST on brand awareness, brand image, EWOM, and commitment both directly and indirectly. This study uses a quantitative causal research method by testing survey data from 180 respondents of Bhisa.id Instagram followers. Testing in the study will use the SEM PLS model which will be tested using the Smart PLS 3 application. The results of the study show that the SMMA variable has a positive influence on brand equity consisting of brand awareness and brand image and has a positive and significant effect on customer responses, namely e-WOM and commitment. Furthermore, strong brand equity contributes positively to customer responses, such as E-WOM and commitment to the Bhisa brand. This study concludes that effective marketing strategies on social media, especially Instagram, can increase brand equity and, in turn, generate better customer responses. The recommendation for marketing practitioners is to continue to utilize Instagram as a primary marketing tool and focus on

Status and Performance of Farmer Producer Organization (FPO) in Maharashtra: A Case Study of Pulses

Farmer Producer Organizations (FPOs) have emerged as one of the most effective institutional mechanisms to protect the interests of small and marginal farmers in the context of a globalized market. Maharashtra stands out as one of the leading states with a large number of FPOs engaged in various sectors, including fruits, vegetables, dairy, and pulses. This study aimed to evaluate the performance of pulse-producing FPOs while providing an overview of the status and functioning of FPOs in India. A primary survey was conducted among member and non-member farmers in the Yavatmal district of Maharashtra to assess the performance of these organizations, identify factors influencing farmer participation in FPOs, and examine the challenges faced by FPOs. The findings revealed that a higher proportion of member farmers, compared to non-members, benefitted from field visits by extension agents (NGOs) and training received on marketing activities. The results of the logit regression analysis suggested that extension visits and training provided by NGOs significantly motivate farmers to join FPOs. However, major constraints faced by FPOs included low awareness among farmers, marketing risks, limited government support, and the collusion between local traders and market intermediaries.

Literasi Ekonomi Syariah pada Kelompok Tani Desa Kaana Kecamatan Enggano

The aim of sharia economic literacy in the Kaana village farmer group, Regano subdistrict is to educate members of the Agree Farmer group in order to increase understanding and knowledge in understanding Islamic economics in life in the Kaana village farmer group, Regano subdistrict, North Bengkulu district, Bengkulu province. Before the assistance was implemented, many of the members of the farmer groups still did not understand sharia economics. Then at the end of the service assistance, the farmer group members agreed that the farmers of Kaana village, Ogano subdistrict, North Bengkulu district were able to know/understand the guidelines used in buying and selling activities following the sharia economic system which is based on the Al-Quran and Hadith.

Intellectual property protection and firm risk: How service transition and knowledge intensity mitigate the loss of strategic resources

The inherent rarity and inimitability of intellectual property (IP) has long been recognized as the foundation of its strategic value. These characteristics are compromised in markets with weak IP protection, where IP cannot be leveraged to create sustainable competitive advantage. This presents significant challenges for internationalization, and extant literature provides little guidance on how firms can mitigate this risk. From first principles of resource-based theory, we posit that service transition alleviates this loss of a strategic resource, representing a basis for reliable revenue generation that retains its rarity and inimitability across markets with varying levels of regulatory protection. Combining novel datasets on firms’ foreign market activity and countries’ IP rights, we find that IP risk increases the volatility of revenues and consequently firm idiosyncratic risk, but that this can be offset by (a) deriving a larger share of revenues from service-based business segments and (b) increasing the knowledge intensity of service offerings. Results from a 12-year panel of 2,716 firms across 223 industries offer new insights into how the regulatory environment can erode the strategic value of resources and practical recommendations to mitigate the detrimental effects on firm-specific risk and market performance.

THE INFLUENCE OF MACROECONOMIC VARIABLES ON THE JAKARTA ISLAMIC INDEX (JII): AN ANALYSIS FROM 2010 TO 2023

Introduction: Sharia investment activities become one of the most promising economic activities. This is proven from the resilience of sharia capital market activities, which have remained strong despite the challenges of the Covid-19 pandemic. This research examine the influence of macroeconomic variables on the Jakarta Islamic Index (JII). Method: This research used a quantitative approach with time series data for the period of January 2010 to December 2023. Specifically, the Vector Error Correction Model (VECM) method was employed to examine both the long-term and short-term effects, as well as the shocks in macroeconomic variables on Jakarta Islamic Index (JII). Results: This study indicate that in the long term, the exchange rate, IHSG and WGP variables have a significant positive impact on JII, while the inflation variable has a significant negative impact. Conversely, the WGP variable shows an insignificant negative impact on stock movements rates within JII. In the short term, however, the variables of inflation, exchange rate, IHSG, COP (Crude Oil Prices) and WGP do not have any impact on the movement of shares listed on JII. Conclusions and Suggestions: The findings of this research encourage investors to pay more attention to the movement of macroeconomic rate variables and information from companies related to financial reports before making a decision to invest their capital. The inflation, exchange rate, and IHSG variables can be utilized as references in decision making because better movement of the IHSG and exchange rate and stable inflation are able to provide optimal returns for investors.

How to Build a Rural Community to Develop High-Quality Rural Tourism: A Case Study of Innovative Development Strategies for Idle Rural Homesteads in China

In China, rural tourism development constitutes a significant strategy for integrating and utilizing rural resources to achieve rural prosperity. However, reconciling the interests of villagers, government entities, and market actors is difficult in practice, leading to potential pitfalls such as the erosion of rural characteristics, villagers’ rights, and sustainability. The establishment of rural communities in China’s current rural areas can effectively resolve conflicts of interest among diverse stakeholders and address bottlenecks in rural tourism development. However, there is still a lack of theoretical and practical exploration of the maintenance and value realization of rural communities. This study explores the impact of innovative strategies employed during rural tourism development on community growth through a case study of the village of Baifeng in the Anhui province. The results indicate that fostering a sense of community among stakeholders and supporting marginalized groups are the most significant values in the development of rural communities. In practice, effective collaboration and communication among stakeholders, mutual acceptance and conflict resolution, and the development of community emotions/consciousness can help rural communities achieve high-quality construction. This study offers valuable insights into the theoretical advancement of rural communities and represents an excellent case study for the research on rural revitalization and common prosperity.

Evaluation of the determinants of honey producers' market outlet choices in Huye District, Southern Province of Rwanda

Beekeeping is a profitable and socially beneficial farming business among Sub-Saharan Africa’s rural forest-based communities. Honey production, which is crucial for farm household health and nutrition in Rwanda’s forest-based rural communities, is growing significantly. However, various factors influence farm household heads’ decisions regarding the best outlets for delivering honey to the nearest market. It is vital to identify these factors to optimize honey production and marketing activities. Hence, this research was conducted in Rwanda’s Southern province, where agriculture and forestry are the primary economic activities to identify the potential factors. Using a cross-sectional approach, with primary data collected over a specific period, the economic data of honey producers were analyzed using STATA version 16. In total, 152 respondents were sampled using multi-stage sampling technique. A multivariate probit regression was used to assess the determinants of market outlet choices for honey producers. The results showed that education level, distance to market, training and credit access, extension service, market information, farming experience, time spent on honey collection, quantity sold, communication, and transport cost significantly influenced honey producers' market outlet choices. To increase profits, honey producers should increase honey collection time and sales, improve client communication, form cooperatives, and negotiate better prices with potential buyers. Driving personal vehicles can also reduce transportation costs. The government and industry stakeholders can support producers by offering credit loans, market information, extension services, marketing infrastructure, and adult education. To improve honey marketing channels, industry connections should be strengthened, and capacity-building training provided to raise producer awareness.

Gender differences in post-competition honesty—An experimental analysis

While competition is an inherent element of most market activities and immanent in many organizations, competitive incentives may bring about negative externalities, such as unethical behavior. This study examines whether competition affects subsequent honesty in an unrelated task, focusing on gender differences. Our experiment, which includes a real effort task under piece rate and competitive compensation schemes, reveals no overall treatment effects on honesty. However, competition affects men and women differently: women become more honest, while men become (insignificantly) more dishonest. This results in a gender gap in post-competition honesty and, therefore, in payoffs, highlighting the importance of carefully designing incentive schemes that consider gender-specific responses.