Marketing Practices Research Articles

APPLICATION OF AGGLOMERATIVE HIERARCHICAL CLUSTERING IN GROUPING TOURISM INDUSTRY SMES IN EAST JAVA

This study addresses a significant research gap in the classification and evaluation of Small and Medium Enterprises (SMEs) within the tourism industry in East Java, specifically focusing on their marketing performance. The primary objective is to categorize these SMEs based on their marketing effectiveness, a critical factor for their competitiveness in the tourism sector. To achieve this, the research employs cluster analysis, utilizing Agglomerative Hierarchical Clustering techniques. The optimal clustering method was determined using the cophenetic correlation coefficient and cluster validation indices. Data for the analysis were collected through questionnaires, with a sample comprising 30 tourism SMEs across 11 regions in East Java, with responses from three employees per SME. The findings revealed two distinct clusters: SMEs with fairly good marketing performance and those with good marketing performance. The results suggest that while many SMEs in the tourism industry in East Java exhibit competitive marketing capabilities, there remains a subset that requires strategic improvements, particularly in spiritual marketing practices. This study's novelty lies in its approach to classifying tourism SMEs by marketing performance, providing a framework for targeted performance enhancement and industry strengthening in the region.

Marketing Management in Ed-tech: Innovations and Challenges in Promoting Educational Technologies

In the rapidly evolving field of educational technologies (Ed-tech), effective marketing management is crucial for promoting innovations and engaging a diverse audience. This research explores the use of AI-driven predictive analytics to optimize marketing strategies in the Ed-tech industry. By harnessing vast amounts of user data, predictive models are employed to identify emerging trends, anticipate customer needs, and personalize marketing content. This approach enhances the relevance of promotional efforts and improves conversion rates. However, the application of AI in this domain also poses challenges, such as ensuring data privacy, managing biases in predictive models, and balancing personalization with ethical marketing practices. The research provides insights into the innovations AI brings to Ed-tech marketing while addressing the challenges that need to be navigated to fully leverage its potential. This framework offers a strategic blueprint for Ed-tech companies to stay competitive in a crowded marketplace.

Nurturing Youth: Ethical Considerations in Pediatric Skincare Marketing.

In today's beauty-obsessed culture, children are increasingly targeted by skincare marketing, raising significant ethical concerns. The trend of children adopting skincare routines focused on anti-aging and skin lightening impacts their mental health and self-esteem, often imposing unattainable beauty standards. Marketing practices in the digital age frequently violate the International Chamber of Commerce (ICC) Framework for Responsible Marketing Communication. Disparities in skincare marketing particularly affect children in low- and middle-income countries. There is an urgent need for stringent regulations, enhanced media literacy education, and ethical marketing practices to safeguard young consumers and prioritize their well-being and dignity.

Socio-Environmental Management: Green Marketing and its Contributions to Sustainable Consumption

Objective: The objective of this research was to investigate the contributions of green marketing to sustainable consumption, analyzing how this approach can influence consumer behavior and promote more responsible business practices. Methodology: The research was carried out through a bibliographic review, involving the critical analysis of already published studies on green marketing and sustainable consumption. Academic databases such as SciELO, Google Academic and Scopus were used to collect relevant articles, books and theses. The analysis of the collected data was conducted through the content analysis technique, which allowed to identify significant themes and patterns. Results and Data Analysis: The results show that green marketing plays a crucial role in consumer education, promoting awareness about sustainable choices. Furthermore, the research showed that this approach stimulates innovation in products and processes, creating competitive differentials for companies. However, the phenomenon of greenwashing represents a challenge, emphasizing the importance of authenticity in green marketing practices. Companies that implement genuine sustainable marketing strategies tend to strengthen consumer loyalty and create a positive impact on the consumer culture. Concluding Considerations: The research concludes that green marketing is an essential tool to foster sustainable consumption, promoting cultural change and encouraging responsible business practices. Collaboration between businesses, consumers and governments is key to building a more sustainable future, reinforcing that sustainability must be integrated into operations and business models.

Impact of Ethical Marketing Practices and Health Consciousness on Cosmetics Consumer Attitude and Purchase Intention: Evidence from Vietnam

This study investigates the impact of ethical marketing practices and health consciousness on consumer attitudes and purchase intention for cosmetic products in Vietnam. A self-administered survey was conducted in August 2023 to collect data for our study. We received 250 valid responses after four months. SPSS software version 20 was employed for data analysis. Results showed that among three factors that affect consumer attitude, health consciousness played the most critical role, followed by product fairness and price fairness. Moreover, the attitude was confirmed in our study to affect the purchase intention of Vietnamese cosmetics consumers significantly. Our findings implied that cosmetic companies should tailor ethical marketing strategies to meet the preferences of Vietnamese consumers and boost their purchase intention.

The Economics of Production and Marketing of Oyster Mushroom (Pleurotus ostreatus) in Bukidnon, Philippines

Bukidnon, a province in Region X, is known for its high percentage of oyster mushrooms, accounting for 85.15 percent of total produce. This research aimed to determine production and marketing practices, yield per fruiting bag, marketing channels, and costs. We observed three marketing channels, and the average yield per bag was 0.18 grams per day. Variables affecting productivity included extension visits, educational attainment, culture house temperature, and substrate types. However, producers faced issues like spawn unavailability, poor development, and spoilage. The lack of government equipment support and lower prices led to many farmers stopping production, especially during the pandemic.

The Impact of Artificial Intelligence on Marketing Strategies

The research project examines the impact of Artificial Intelligence (AI) on marketing strategies across various industries, focusing on how AI-driven technologies enhance customer engagement and optimize marketing campaigns. The objective of this study is to explore the diverse effects of AI on marketing practices and to identify the challenges and ethical considerations that arise from its implementation. The research was conducted through a qualitative methodology that conducted interviews with 18 marketing professionals to gather information about their experiences and perceptions regarding AI in marketing. The findings reveal a significant trend toward the adoption of AI and machine learning technologies. Participants noted their effectiveness in personalizing customer interactions and improving data-driven decision making. Key themes include the success of AI-driven tools such as recommendation systems and predictive analytics in enhancing marketing effectiveness. The researchers highlighted some ethical concerns which included data privacy, algorithmic bias, and the need for transparency. The research study validates the importance of data literacy and AI competence among marketing professionals. It suggests that organizations prioritize skill development to adapt to the evolving marketing landscape. The research contributes to the existing body of knowledge by emphasizing the dual role of AI as a transformative force in marketing while also raising critical ethical issues. The research offers practical recommendations for businesses to effectively utilize Artificial Intelligence while ensuring they remain competitive in the global marketing landscape.

Farmers market food safety: A comprehensive review of training needs in the U.S.

Farmers markets offer an apparently easy way for small-scale or hobbyist food producers to sell fresh produce, meat, and poultry from their farms or dis­tribute value-added products, but they may be unaware of the foodborne illness risks associated with both fresh produce and derivative products, as well as of their local food safety requirements. Food guidance and rules vary from state to state and market to market, making it difficult for indi­viduals to navigate the various regulatory levels. Even if a local food producer is exempt from these rules due to their amount of sales, they will still benefit greatly from resources and educational tools that increase awareness and knowledge of food safety best practices. This review discusses current knowledge of and guidelines for food safety in farmers markets based on peer-reviewed and grey literature as well as published guidelines and recommendations. We examine facilities and supplies, regulatory measures, education and train­ing, and Good Farmers Market Practices as pre­ventive measures to enhance food safety in farmers markets, which are critical to local and regional food systems. Overall, we identified various barri­ers to implementing farmers market food safety standards and practices in this scoping review; removing these barriers will require the participa­tion of local regularity authorities, market managers, vendors, and consumers.

Impact of Corporate Social Responsibility (CSR) initiatives on brand reputation: A study on how CSR activities enhance brand reputation and consumer loyalty in the context of sustainable marketing practices

Contemporary businesses cannot survive in today's cutthroat marketplace without engaging in Corporate Social Responsibility (CSR) initiatives. Examining how CSR initiatives cultivate consumer loyalty within the framework of environmentally conscious advertising campaigns, this study probes the link between CSR initiatives and public perception of brands. Community involvement, ethical work practices, and environmental stewardship are some of the CSR programs examined in this research, which seeks to understand how these initiatives influence brand image and consumer behaviour. Case studies and consumer surveys were the basis of this study, which found that CSR-active companies' reputations, as well as the trust and loyalty of their target audience, were positively impacted. Customers are more loyal than ever before to brands that reflect their values, and the research highlights the importance of companies that demonstrate genuine commitment to sustainability. Based on the findings, businesses may boost their image, get more customers involved in the long run, and differentiate themselves from rivals by making CSR a central part of their strategy. This study contributes to the growing body of literature on corporate social responsibility and sustainable marketing. It offers valuable insights for organizations that want to build a reputation that is both responsible and customer-centric.

The Effects of FOMO on Investment Behavior in the Stock Market

This study explores the impact of Fear of Missing Out (FOMO) on stock market investment behavior, focusing on how psychological and emotional factors influence investors' decision-making processes. The primary objective of the research is to investigate the relationship between FOMO and key behavioral trends, such as overtrading, speculative investing, and the formation of asset bubbles. A qualitative research approach was employed, utilizing a literature review of existing studies on behavioral finance, FOMO, and stock market dynamics. The findings indicate that FOMO significantly affects investors by amplifying emotional reactions to market trends, leading to irrational decisions that prioritize short-term gains over long-term financial stability. Social media and technology play a critical role in amplifying FOMO, creating herd behavior that contributes to market volatility and speculative bubbles, as seen in phenomena like "meme stocks." The study also reveals that younger investors are more susceptible to FOMO, largely due to their reliance on social media for investment advice. The results suggest that enhancing financial literacy and promoting disciplined, long-term investment strategies are essential for mitigating the negative effects of FOMO. Regulatory interventions targeting misinformation on digital platforms may also help reduce the prevalence of FOMO-driven investment behavior. Future research should further investigate the psychological mechanisms behind FOMO and explore the long-term sustainability of FOMO-driven market practices.

Human Rights System Guidelines on the Benefit from Scientific Progress in Access to Medicines

Abstract Health innovation and research has become an economic and profitable activity. Market practices have exposed inequalities, scarcities and inequities in access to treatments and have significantly reduced the decision-making power of governments in the field of public health. Documentary research on the human right (HR) to health (Art. 12) and its interrelationship with the right to benefit from scientific progress (Art. 15, b) of the International Covenant on Economic, Social and Cultural Rights (CESCR) on access to medicines in three bodies of the UN system - the ICESCR Monitoring Committee (CESCR), the Human Rights Council (HRC) and World Health Organisation - over the last 10 years. The documents address three main topics. Market: marketing restrictions, price controls and using flexibility in pharmaceutical patents to reduce costs and produce generics. Innovation: patent protection without barriers to access to medicines for people in need. Health system interventions: giving priority to economic efficiency and sustainability by institutionalising health technology assessment, selecting essential medicines, developing clinical guidelines and integrating and linking regulatory agencies. These normative guidelines minimise the ethical, political and legal dimensions of the human right to enjoy scientific progress in access to medicines as a priority value that should guide public and private action, and emphasise technocratic and financial measures that seek to reconcile the liberal and social logic of the ICESCR. Key messages • In order to maximise the guarantee of human rights in access to medicines, economic and financial considerations should play only a residual role in human rights. • To give countries greater decision-making power at the global health, the scope of the right to benefit from scientific progress and its applications in health care needs to be expanded.

Sustainable Marketing Communication in the Digital Age of Advert Blocking: Implications for Telecommunication Service Providers in Nigeria

The advent of digital technologies has revolutionised marketing communication, offering unprecedented opportunities for brands to engage with their target audience. As consumers increasingly seek to control their online experiences and mitigate interruptions, the adoption of advert-blocking techniques has surged, posing significant challenges for organisations, thereby inhibiting their sustainable marketing communication plans. This paper explores the implications of advert blocking on sustainable marketing communication practices. It examines the factors driving the adoption of ad-blocking and the strategies organisations can employ to navigate this phenomenon for marketing communication sustainability. Anchored on the Selectivity Factor and the Uses and Gratification theories, the study deployed a mixed-method approach, incorporating qualitative analysis of service providers and consumer perceptions as well as quantitative data on advert-blocking trends from a sample size of 163 internet users in Southwest, Nigeria. Findings reveal the pervasive nature of intrusive advertising practices and the growing apprehensions surrounding privacy and data security, driving the widespread adoption of advert blocking. Moreover, analysis indicates a correlation between ad-blocking behaviour and heightened levels of brand scepticism and avoidance tendencies among consumers. Based on findings, organizations are advised to adopt sustainable brand communication strategies, Alternative approaches such as other below-the-line channels, native advertising, branded content, and influencer marketing emerge as promising avenues for engaging audiences while circumventing advert-blocking barriers. The research work accentuates the necessity of adjusting marketing communication strategies to align with evolving target audiences’ preferences, thereby promoting sustainability in the digital era's marketing landscape.

Parental concerns about the risks associated with harmful industries for their children

Abstract Background Harmful industries including tobacco, vaping, alcohol, and gambling are causing significant harms to communities, including children and young people. These industries try to resist reform by deflecting blame and shifting responsibility, often by suggesting that parents need to educate and protect their children. This study aimed to explore parents’ current concerns and risks relating to these industries and their children, and their attitudes about responses to prevent harm. Methods Australian parents (n = 455) who had at least one child aged between 11-17 years were invited through a panel company to complete an online qualitative survey. Participants were asked about their concerns and risks relating to each product, if and what they discuss about these products with their children, and who was responsible for protecting children from these industries. Thematic analysis was used to analyse the data. Results Parents were concerned about the short- and long-term consequences of their children engaging in these products. Many parents tried to talk to their children about the risks, however also believed that their child was influenced by their peers, and messages they see on social media. Although parents recognised their own role in protecting their children from harmful industries, they thought that a collective approach was needed, which included greater regulations and more effective education. Conclusions Parents are trying their best to protect their children from the harms associated with tobacco, vaping, alcohol, and gambling. However, they feel as though they are unable to counter the range of ways that their children are exposed to and influenced by these industries. Governments need to listen to parents and implement comprehensive regulations restricting marketing practices and increase evidence-based education that focuses on the tactics and harmful practices of these industries. Key messages • Harmful industries try to shift blame and put responsibility for protecting children onto parents. However, parents feel they are unable to counter the positive messages that their children see. • Parents are concerned about the range of risks these products could have for their children and want to see a collective response to address this issue, including government policy intervention.

Marketing of Small Business with Regard to Handloom Sector

The present paper explores the marketing practices of handloom based small business enterprises in India. It is assumed that marketing plays an immense role in promoting as well as preserving handloom products. Handloom sector plays a vital role in preservation of traditional craftmanship and also provides job opportunities for the weavers specially women in case of Northeast India. Hence, it is a sector that makes women an empowered and self- reliant person. Small businesses in the handloom sector use a variety of marketing strategies which includes both traditional and modern approaches. Small business in handloom sector face different challenges in marketing of their products.

Labour Market and Livelihood Practices in the Closed Tea Gardens of Darjeeling Hills, West Bengal

Labour Market and Livelihood Practices in the Closed Tea Gardens of Darjeeling Hills, West Bengal

The intersection of green marketing and sustainable supply chain practices in FMCG SMEs

As sustainability increasingly shapes consumer behavior and corporate strategies, Fast-Moving Consumer Goods (FMCG) small and medium-sized enterprises (SMEs) are adopting green marketing and sustainable supply chain practices to gain a competitive edge. This review explores the intersection of these two critical areas, demonstrating how their integration can drive both business growth and environmental responsibility. Green marketing, which focuses on promoting eco-friendly products and sustainable business practices, has become a key tool for FMCG SMEs to differentiate themselves in a crowded marketplace. By adopting strategies such as eco-friendly packaging, ethical sourcing, and transparency in communicating sustainability efforts, SMEs can build stronger consumer trust, foster brand loyalty, and meet the growing demand for environmentally conscious products. Simultaneously, sustainable supply chain practices ensure that the production, distribution, and logistics processes align with environmental and social goals. These practices include reducing carbon emissions, minimizing waste, and working closely with suppliers to ensure ethical sourcing of materials. The synergy between green marketing and sustainable supply chains creates a feedback loop where operational sustainability supports marketing efforts, and consumer demand for green products encourages further sustainability improvements. This review also examines the challenges FMCG SMEs face in aligning these strategies, such as cost barriers, regulatory compliance, and supply chain complexity. Through case studies and industry examples, it highlights how innovative technology and stakeholder collaboration can help overcome these challenges. Ultimately, this study underscores that integrating green marketing and sustainable supply chain practices is not only essential for addressing environmental concerns but also for enhancing competitive positioning, customer satisfaction, and long-term market success in the FMCG sector. Recommendations for SMEs on how to effectively align their marketing and supply chain sustainability efforts are also provided. Keywords: Green Marketing, Supply Chain, FMCG SMEs, Review.

THE EFFECT OF GREEN MARKETING MOTIVATION FACTORS ON CONSUMERS' PURCHASE INTENTION THROUGH THE MEDIATING ROLE OF GREEN BRAND TRUST TO COUNTER GREENWASHING

This study examines the influence of green marketing motivational factors on Algerian consumers' purchase intentions, specifically focusing on the mediating role of green brand trust in mitigating greenwashing's impact. The research, conducted in Maghnia, a city on the western border of Algeria, surveyed 262 consumers using a structured questionnaire. Analyzing the data using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study reveals that green brand trust acts as a critical mediator between green marketing factors and purchase intentions. It finds that positive reception of green advertising and a strong green brand image significantly enhance green brand trust, which in turn, strongly influences consumers' intentions to purchase green products. Further analysis demonstrates that while non-deception and transparency do not directly impact green brand trust, they act as important moderators, enhancing the link between green advertising reception and trust. Notably, the study highlights the pervasive issue of greenwashing in Algeria, demonstrating how misleading environmental claims undermine consumer trust and purchase intentions. The study underscores the need for companies to prioritize genuine environmental efforts and ethical marketing practices to build lasting consumer relationships. Furthermore, the research emphasizes the importance of promoting environmental awareness among consumers through education programs and awareness campaigns, as well as strengthening environmental legislation to prevent deceptive practices. By understanding the complex relationship between green marketing factors, green brand trust, and purchase intentions, this study offers valuable insights for developing sustainable consumption patterns in developing economies while mitigating the negative effects of greenwashing.

Real estate 4.0 – Experiences from the rural

This paper explores the concept of Real Estate 4.0 and how this latest phase of technological advancement is being experienced in rural areas through the medium of digital marketing. In particular, it draws upon the experiences of Estate Agents and how through adopting the latest digital marketing technologies, they can specifically target certain audiences as well as influence the perception of the rural through drawing upon popularised notions of this space, such as the rural idyll.Real Estate 4.0 builds upon the wider industrial developments occurring across the economy, known as the Fourth Industrial Revolution or Industry 4.0, and is characterised by the central role of consumer (Schmitt 2017; Morrar et al. 2017). Taken from a sample of 13 Estate Agencies, which varied in their operational structure and location, this paper examines the latest digital marketing practices being used by estate agents today in the sale of real estate, with reference to three villages in the UK, Great Missenden, Ombersley and Caldbeck. In doing so, it provides much needed research into the different digital marketing practices being used by Estate Agents and contributes towards understandings of how these technologies are being experienced in rural areas.

What Makes a Social Media User an Opinion Leader? Source Characteristics and Consumers’ Behavioral Intentions

Instagram as a social media platform has gained prominence as the medium of influencer marketing practices targeting consumers of beauty products, yet little is known about source characteristics affecting Instagram opinion leadership resulting in consumers’ purchasing behavior. Thus, this work examines effects of Instagram influencers’ attributes (credibility, attractiveness, innovativeness, and sense of humor) on their perceived opinion leadership and its subsequent impacts on consumers’ behavioral intentions. The research also analyzes complementary moderating effects of parasocial relationship and social identity reinforcing behavioral implications of social media opinion leadership. Empirical results from 202 Instagram followers reveal that credibility, innovativeness, and sense of humor exert positive influence on perceived opinion leadership which subsequently enhances levels of positive word-of-mouth, purchase, and loyalty intentions. Besides, social identity strengthens positive impacts of opinion leadership on consumers’ word-of-mouth and purchase intentions. Thus, the findings not only contribute to the theory of opinion leadership, but have beneficial implications enabling beauty brands to develop effectual social media marketing communication strategies.

Community learning for marketing management and digital marketing of Jasmine Rice by Nong Hin Housewives Group, Ratchaburi Province

Background and Aim: The Nong Hin Housewives Group has been instrumental in cultivating and marketing Jasmine rice, a product renowned for its quality. However, the group faces challenges in adopting modern marketing strategies, particularly in the digital realm. This study aims to analyze the current marketing practices, identify gaps in digital marketing skills, and develop a framework for effective community learning. By leveraging digital tools, the group can enhance its marketing efforts, reach a broader audience, and increase product sales. Materials and Methods: This study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews. Surveys were distributed to 200 community members across different generations to assess their digital media usage and preferences. In-depth interviews were conducted with key members of the Nong Hin Housewives Group to understand their marketing challenges and aspirations. Data were analyzed using statistical methods for the survey responses and thematic analysis for qualitative data. Results: The findings reveal a significant disparity in digital media usage among different generations, with Facebook emerging as the most popular platform. The data indicate that 66.50% of respondents actively use Facebook for marketing purposes. The study also identified challenges related to digital literacy within the community, affecting the effective use of online marketing tools. Despite these challenges, there is a strong interest in learning and adapting to digital marketing strategies. Conclusion: The research underscores the importance of community learning in enhancing the marketing management and digital marketing capabilities of the Nong Hin Housewives Group. By investing in digital literacy training and developing tailored marketing strategies, the group can significantly improve its outreach and sales of Jasmine rice. The study emphasizes the need for ongoing support and resources to facilitate the transition into effective digital marketing practices.