Marketing Activities Research Articles

FEATURES OF MARKETING ACTIVITIES ON THE BOOK MARKET OF UKRAINE

Goal. elucidation of the role and features of marketing activities in the book market of Ukraine. Achieving the goal will be facilitated by the achievement of the following tasks: 1) identification of factors influencing the behavior of consumers of book products; 2) disclosure of key aspects of marketing activity in the book market of Ukraine; 3) establishment of directions for increasing the effectiveness of marketing activities on buyers in the book market. Method. Methods of systematic and comparative analysis were used to identify factors influencing consumer behavior. The methods of analysis, synthesis and comparative analysis were used to reveal the marketing activity in the book market of Ukraine and to study the factors and the degree of their influence on the behavior of the buyer in the book market. Methods of synthesis and generalization were used to establish directions for improving the effectiveness of marketing activities on buyers in the book market. The results. The main aspects of the marketing activities of publishers and book distributors on the Ukrainian book market are outlined, the toolkit of the marketing mix used by market entities is highlighted, which made it possible to formulate the key areas of increasing the effectiveness of marketing activities for sellers of book products, which include: the need for market research; production of a quality marketing book; increasing the number of bookstores; application of merchandising and other methods of maximizing sales; improvement of the personnel policy due to the selection of personnel, systematic improvement of the qualifications of employees; implementation of logical pricing, use of price incentives; provision of activities for the popularization of reading and promotion of book products; development of effective state support measures for book publishing. Scientific novelty. Conducting a theoretical and practical analysis of the use of marketing mix tools in the book market of Ukraine and developed recommendations for increasing the effectiveness of marketing activities in the publishing industry. Practical significance. The results of the analysis are suitable for use in the development of effective marketing programs of Ukrainian book publishers and sellers of book products.

The Role of Social Media in Building Trust, Creativity, and Satisfaction for Millennial Entrepreneurs

This research aims to investigate the role of social media in enhancing trust, self-perceived creativity, and satisfaction among millennial entrepreneurs. In general, the data was collected through sampling from mineral entrepreneurs in Jakarta. Where data collection is done by distributing questionnaires. The data was analysed using partial least squares structural equation modelling. Finally, the research results show that social media marketing activities have a positive and significant impact on trust, social media marketing activities have a positive but not significant effect on self-perceived creativity, trust has a positive but not significant impact on self-perceived creativity, and trust has a negative and significant impact on entrepreneurial satisfaction. This research can contribute to marketing experts and millennial entrepreneurs in enhancing the quality of advertising information and the credibility of social media used to support creativity, trust, and satisfaction. Furthermore, marketing experts and millennial entrepreneurs with online-based communities should optimize their marketing activities on social media.

Can customer engagement in social media be used as a predictor of operating revenue in SMEs?

Only a few studies have analyzed the direct or material contributions of customer engagement (CE) on social media. This is the first study that specifically examines the capability CE on social media to predict an indicator of business performance, such us the operating revenue, in a sample of small and medium-sized enterprises (SMEs). The author explores this issue by differentiating between the two main approaches used by SMEs in the management of their social networks (internal management with non-specialized staff and outsourced management with specialized professionals). The study, which uses time series analysis by applying the Autoregressive Integrated Moving Average (ARIMA) modeling technique, examines one hundred SMEs over an eight-year period (between October 2015 and October 2023). The results show that when social networks are managed internally, by non-specialized staff, CE on social media cannot be used as an indicator to forecast the company’s operating revenue. On the contrary, when the management of social networks is outsourced to specialized professionals (and combined with other digital marketing actions such as SEO, SEM, emailing, e-commerce, etc.), CE on social media can be used to predict the company's operating revenue. Consequently, based on the results obtained, the present study reveals that the role of CE on social media, as a driver of operating revenue, depends on the social network management approach adopted by the company on these platforms.

Preferences of Generations of Customers in Slovakia in the Field of Marketing Communication and Their Impact on Consumer Behaviour

This paper deals with the analysis of the preferences of different customer generations in Slovakia in the field of marketing communication and its influence on consumer behaviour. Currently, marketing communication is an integral part of company strategies and has a key influence on how customers choose products or services. With the increasing importance of the generational segmentation of customers, understanding their individual preferences and tendencies in communication becomes an essential prerequisite for success. In this paper, we explore how preferences differ between Baby Boomers, Generation X, Generation Y, and Generation Z, and how these preferences influence their consumer behaviour. Based on the analysis of primary and secondary data, the main trends and preferences of generations in the field of marketing communication were identified. This paper provides useful information that can be used by companies in the creation and implementation of marketing strategies. At the same time, the paper enables a better understanding of the dynamics of consumer behaviour in the context of generational preferences and will help identify opportunities for improving marketing activities and more effective communication with target groups.

A holistic empirical approach to marketing activities and performance interaction in banking industry: the mediating role of customer-based brand equity

A holistic empirical approach to marketing activities and performance interaction in banking industry: the mediating role of customer-based brand equity

Retail on the Ground and on the Books: Vacancies and the (Mis)Match Between Retail Activity and Regulated Land Uses

Problem, research strategy, and findings Though demand for living near urban amenities has grown over the past two decades, retail vacancies continue to plague many urban areas. Are cities overzoning for retail? Can this overzoning explain the proliferation of urban retail vacancies in the past two decades? We first leveraged longitudinal data on retail leases to depict patterns of retail market activity in a sample of seven moderate to large U.S. cities. Second, we used property-level data on land use regulation to investigate whether institutional context, specifically zoning, has played a role in patterns of urban retail vacancy in the past two decades. We drilled down in New York City (NY) and Los Angeles (CA) to compare trends in retail leases with changes in regulated retail land use between 2006 and 2022. We show that in this period retail rents remained flat or declined and that the average retail space did not grow and may have shrunk. Our New York and Los Angeles microdata document that, during roughly this same period, the amount of land zoned for retail increased and that the building square footage zoned for retail grew even more rapidly. Indeed, during the same decades when retail leasing slowed and rents declined, the total amount of land and square footage regulated for retail use increased. Thus, our research indicates that, in addition to market forces, land use decisions have driven the current oversupply of retail space. This also suggests an important role for planning in solving the problem of vacancies. Takeaway for practice If macroeconomic factors drive the obsolescence of certain commercial uses, local zoning and comprehensive planning should respond accordingly. As cities emerge from the pandemic and adjust to new work–live patterns, planning for the volume and spatial distribution of retail will remain an important task for urban planners and managers.

Hidden conflicts? Revealing power mechanisms in collaborative governance for redeveloping heritage districts: The case of Dashilar, Beijing, China

ABSTRACT The redevelopment of Chinese heritage districts increasingly adopts collaborative approaches, raising concerns about power dynamics in these processes and their potential impact on resolving conflicts of interest through collaboration. This study establishes a multi-dimensional framework, examining arenas and sources of power to uncover power mechanisms and their impact on collaborative governance in the redevelopment of Dashilar, Beijing, China. Through ethnographic research, we found that institutionalized collaborative decision-making empowers participants to have the final say on relocation and renovation decisions. However, biased mobilization and discursive practices, with different sources of power utilized, affect collaborative processes and outcomes. Over time, collaborative decision-making results in elite control of Dashilar’s historic fabric and its subsequent gentrification. The government consolidates its power by controlling economic resources and influencing land use decisions. Crucial conflicts remain obscured, weakening the interests of residents and market actors. To understand power in collaborative governance, analysis must encompass both sources and arenas of power, transcending observable interactions within formal institutions to include informal practices.

A Transformative Orientation Model for Encouraging Responsible Marketing Actions

This set of studies tackles a timely, important, yet often overlooked component of marketing—encouraging marketing actors to engage in a socially just and responsible orientation to improve decision-making. We build on ethical, sustainable, social justice, and social marketing pedagogy by combining transformative learning theories with stakeholder recognition to provide a model that explains how marketers can develop a transformative orientation. With five studies, including three semester-long field experiments, one natural experiment/event study on Black Lives Matter Google searches, and a lab experiment, we present captivating empirical evidence that market actors can change their orientation to be more responsible and just. The model recognizes the importance of using a balanced frame of reference for marketing, and how this is mediated by metacognition activation and perspective gathering. This paper provides initial empirical evidence demonstrating how the way marketing materials are presented can improve the degree of transformation.

The trading house: A relational and configurational insight into family businesses

What analytical framework can we employ to conduct ethnographic investigation into family businesses? As sociological and anthropological perspectives increasingly extend their gaze beyond the legal confines of firms to include the kinship groups (household, business family) behind them, no existing integrative concept examines the sui generis organizations formed by these overlapping institutions. Based on fieldwork conducted among shopkeepers in rural France, this article proposes a relational and configurational approach to family business by developing an overarching category: the ‘trading house’. Combining Claude Lévi-Strauss’ analysis of the aristocratic house with feminist-inspired perspectives on domestic economy, the trading house refers to an interdependent group of (re)productive cooperation—comprising, at least, a business and a household—that, directly or indirectly, ensures the management of a transferable symbolic and material estate centered around a market activity. The relational perspective examines boundaries, resources, and interpersonal ties within the house as outcomes of an ongoing relational work, which delineates, blurs, and (dis)connects domestic, business and family spheres, all the while ensuring the historical continuity of the estate beyond its living representatives. The configurational perspective simultaneously draws attention to the (re)productive, monetary, and reputational interdependencies that bind and unite the members of the house across these shifting boundaries. This framework is particularly well-suited for understanding traditional small businesses in rural areas.

Ensuring Cybersecurity in Action Electronic Commerce Enterprises in the Conditions of Implementation of the Sustainable Development Model

Objective: The article analyzes modern trends and prospects for the development of e-commerce enterprises in the modern digital world in the conditions of implementation of the sustainable development model. Theoretical Framework: The main attention is paid to the issues of ensuring the cybersecurity of the work of such enterprises, taking into account the active development of digital technologies, including and in the field of cyber fraud. Method: The following were the main research methods in the work: content analysis, generalization, description, forecasting, statistical methods. Results and Discussion: The prerequisites for the creation and features of the functioning of e-commerce enterprises were specified, the impact of digital technologies on individual business processes of such enterprises, including primarily their marketing activities, was described. The article also identifies the reasons for the importance of e-commerce enterprises forming their own information security systems, and describes the role of such systems in ensuring the effective operation of these economic entities in the conditions of implementation of the sustainable development model. Research Implications: Accordingly, the main directions of ensuring the reliability of the cyber protection system of e-commerce enterprises in the modern world were also analyzed and determined. Originality/Value: Special attention was paid to the study of modern trends in cyber protection in the world, the forecast of the further development of cyber fraud in the economic sphere.

Regarding the influence of national factors on the biotic component of the enterprise's material backpack formation

Relevance of research. Sustainable Development Goal No. 12 refers to reducing the resource intensity of the economy by reducing the costs of material input in production chains. The famous German scientist Friedrich Schmidt-Blick proposed the concept of an ecological backpack as a characteristic of hidden material flows accompanying the entire life cycle of a product. A separate component of the backpack is the biotic part, which was heavy enough when, for example, horse traction was used in old mines. Food self-satisfaction of the staff based on the salary led to the fact that the consumption of food in the production process remained outside the analysis of the company's material flows. The purpose of the study is to prove/refute the validity of the hypothesis regarding the significant dependence of the biotic component of the material backpack on national traditions and the material income of workers of industrial enterprises. Research methods: mathematical statistics. The basis of research is long-term observation of food consumption in Ukraine and abroad, in particular, Poland and China. Main results. In the course of research, certain traditions characteristic of Ukrainian realities were revealed: consumption of food products by the average Ukrainian with a probability of 0.95 is 58.75±0.04 kg per month (698±0.5 kg per year); the structure of the consumer basket in Ukraine contains 33% – milk and dairy products, 15% – vegetables; 14% – bakery products and cereals, 11% – potatoes, 8% – meat and meat products; the average person in Ukraine consumes more food than recommended by the Ministry of Health of Ukraine (by approximately 5%); residents of rural areas consume more food than urban residents (by almost 6% – 57.9 kg per month versus 54.7 kg). It has been statistically proven that the annual volume of food consumption by residents of Ukraine (689 kg) is significantly greater than that of residents of Poland (456 kg) and, even more so, China (413 kg). National differences concerning food preferences have been revealed. Quantitative differences in the national consumption of food products by producers determine the different content of the material backpack of industrial products, which provides certain competitive advantages/disadvantages to the subjects of international market activity. In addition to the national traditions of food consumption, there are laws that determine the influence of the average per capita household equivalent total income on the weight of the food basket. On the basis of official statistical data, a mathematical dependence of the logarithmic form of the amount of food consumption on the average per capita income of a household member is proposed.

New energy technology innovation and energy poverty alleviation in China

Energy poverty has received attention, but in-depth research on the relationship between new energy technology innovation and energy poverty is lacking. Using data from 30 Chinese provinces spanning 2006 to 2020, we examine the impact of new energy technology innovation on energy poverty in China. We collect provincial-level patent data and energy poverty evaluation indicators, categorizing them into four subsystems: energy use level, energy capacity, energy use structure, and energy investment management. Findings indicates: (1) New energy technology innovation significantly alleviates energy poverty in China. This is primarily attributed to improvements in energy supply and residents' income. (2) The effectiveness of new energy technology innovations in alleviating energy poverty is enhanced by provincial transportation development and technology market activity but diminished by urbanization. (3) New energy technology innovations lead to notable increases in energy use level and energy capacity, a decrease in energy use structure, and no significant impact on energy investment management. (4) Innovations from enterprises, university and research institutes significantly contribute to alleviating China's energy poverty. However, innovations from industry-university-research collaborations and other innovators do not significantly affect China's energy poverty. Our findings provide valuable insights for theoretical research and energy poverty policy design.

EFEKTIVITAS PROGRAM DIRECT MARKETING TERHADAP TINGKAT KUNJUNGAN WISATAWAN DI KABUPATEN CILACAP

Cilacap Regency, Indonesia, is endowed with significant tourism potential, yet its tourist visitation rates remain comparatively low compared to other destinations in Indonesia. To enhance tourist arrivals, this study explores the effectiveness of direct marketing programs as a strategy to increase tourist visitation rates in Cilacap Regency. This research employs a quantitative approach with a survey design, collecting data from respondents who have visited Cilacap Regency. Independent variables include various direct marketing strategies such as email campaigns, social media promotions, and other online marketing activities. The main dependent variable is the tourist visitation rate. Regression analysis is utilized to test the hypothesis that direct marketing programs significantly contribute to increasing tourist visitation rates. The findings reveal that direct marketing programs have a significant positive impact on tourist visitation rates in Cilacap Regency (p < 0.001). These findings provide crucial implications for the development of more effective tourism marketing strategies in the region and offer empirical grounds for recommendations to local governments and tourism industry stakeholders in designing more focused and successful marketing programs.

(Non-state) actors in internal bordering and differential inclusion: Syrian refugees’ housing experience in Turkey

ABSTRACT Turkey, as the largest refugee-hosting country, provides insights into the externalization of European borders and the internalization of its own borders. Oscillating between open-door and strict-border policies, alongside the political inactiveness of public authorities and CSOs governing Syrian mobility, Turkey reveals crucial dynamics. Focusing on Syrian refugees’ housing in a refugee hub of Izmir, this study unravels internal bordering and explores its rationales and the involvement of non-state actors. Syrian refugees encounter three internal bordering mechanisms affecting their housing inclusion: selective overpricing, ethnic filtering and arbitrary interrogations. These differential inclusion practices, led by market actors (landlords and realtors), ethnic networks, and street-level bureaucrats (mukhtars and municipal officers), are driven by the prevalence of anti-refugee sentiment in Turkey, where Syrians are perceived as unwanted or undeserving. The internal bordering mechanisms are rooted in ethnic, economic, cultural, and security-based rationales, influenced by the personal interests and socio-economic backgrounds of the involved actors.

An assessment of potential interventions to reduce the totoaba illegal trade market.

The illegal trade in totoaba (Totoaba macdonaldi) is causing adverse social, ecological, and economic impacts. This illegal activity is accelerating the overexploitation of totoaba and pushing the critically endangered vaquita (Phocoena sinus) closer to extinction. Despite extensive efforts to recover vaquita populations, scant attention has been given to the totoaba trade as an independent issue. As a result, data on the totoaba trade are limited, which hampers robust analyses and development of effective interventions to reduce illegal harvesting. We used a previously developed framework specifically designed to examine dynamics of illegal markets and guide measures to mitigate illegal use of totoaba. This framework separates markets into 3 analytical levels: characterization of participating actors (e.g., fishers, intermediaries); examination of how actors interact within the market (e.g., organization of supply chains); and assessment of the overall market dynamics that result from these interactions (e.g., factors determining price and quantity). We reviewed existing literature (108 initial articles) and interviewed key market actors, academics, and nongovernmental organization experts (14) to obtain data for this framework. Our findings offer an overview of the totoaba illegal market operation, highlighting intervention points (e.g., customs agents) and areas where additional information is required to decrease information gaps (e.g., US local market). We describe the structure and complexity of this market, emphasizing the influential role of organized crime in shaping its dynamics (e.g., controlling prices paid to fishers and stockpiling). By providing a systematic and in-depth understanding of the market operation, we aimed to establish a benchmark for effective interventions and future research aimed at reducing uncertainties. Our results provide a crucial step toward addressing this critical issue and can help facilitate development of effective strategies to combat the illegal totoaba trade and promote biodiversity conservation more broadly.

THE EFFECT OF FINANCIAL STRESS ON STOCK MARKETS: AN EXAMPLE OF MINT ECONOMIES

Increasing uncertainties due to developments in financial markets lead to uncontrollable financial behaviors. Financial stress indices are created by taking into account many different financial indicators directly related to the financial system. So, it is important to examine the impact of financial stress indices on stock markets, which have an important share in financial markets. The paper aims to investigate the short and long-term effects of emerging markets' financial stress index (EFSI) and global financial stress indices (GFSI) on the stock markets of MINT (Mexico, Indonesia, Nigeria, and Turkey) economies. For this purpose, analyses were made using the ARDL (Autoregressive Distributed Lag) Bounds Test method using weekly data for the period 10/01/2014-26/04/2024. It has been determined that EFSI and GFSI negatively affected the benchmark stock market indices of all MINT economies in the short term and that the negative effect continued in the long term but it has been significant for only EFSI in all MINT economies, as important results of the analysis. It has been determined that following financial stress indices can be a leading indicator for stock market investors. It is hoped that the results of the paper may be useful for financial market actors who are considering investing in these markets.

Evolution of monopoly regulation

The monopolistic organization of markets is as deeply rooted as the competitive one. It requi­res market actors to take this into consideration. It requires national regulators to counteract it or at least to restrict the freedom of monopolists to the extent that they cannot abuse their market power and negatively affect public welfare. Both the ways of monopolization and the ways of counteracting it are evolving, constantly upset­ting the balance between competition and mono­poly, requiring new ways of regulating mono­polies. The authors research the evolution of monopoly regulation: from spot prohibitions of anticompetitive practices in ancient times to the systemic balancing of competitive and state mechanisms of monopoly regulation today. The article is systematized all approaches to mono­po­ly regulation into three groups, such as: antitrust regulation as control and counteraction to abuse of dominant position by a monopolist; direct regulation of permitted monopolies, including licensing, price regulation and regula­tion of access to a key resource; structural reform of monopolistic industries and introduce­tion of competition in the potentially competitive segments of it – outside the bottleneck in the value chain, where a key resource of a permitted monopoly is exploited. The combination of the theoretical foundations of state monopoly regulation with the practice of such regulation within each approach illustrates the synergy of their joint application and opens up prospects for their exploitation not only for traditional forms of monopoly, but also for neo-monopolies that are emerged in the digital unregulated sector

ИСПОЛЬЗОВАНИЕ МАРКЕТИНГОВЫХ ИНСТРУМЕНТОВ ДЛЯ ПРИВЛЕЧЕНИЯ ВНИМАНИЯ АБИТУРИЕНТОВ К ОБРАЗОВАТЕЛЬНОЙ ПРОГРАММЕ

The article focuses on the need for marketing activities by institutions of higher education in the context of increasing competition in the educational services market. The main tasks and functions of marketing in the activities of higher education institutions are highlighted. The approaches to determining the essential characteristics of an educational product of a higher education institution are analyzed. The forms and methods used to promote educational programs of the university are considered. Special attention is paid to marketing tools to attract the attention of applicants to the educational program. The article describes the content marketing methodology for creating useful and meaningful information to attract the attention of potential applicants to the educational program. The role and place of the graduating department in the marketing activities of the university to attract future students and ensure the effectiveness of communication interaction is determined. A program has been developed to study the peculiarities of communication between the graduating department and potential applicants. Based on the analysis of the results obtained, significant directions for attracting motivated applicants and gaining their trust in the educational program being implemented have been established. It is proposed to use a research focus that will help determine the competitive position of the educational program being implemented from the point of view of potential applicants and obtain data to improve the educational product promotion program, create and maintain an attractive image of the graduating department and reduce the risks of losing motivated and well-trained applicants.

The use of non-fungible tokens (NFTs) as promotional devices to build brands: An application of lovemark theory

ABSTRACT Luxury brand managers are paying attention to utilizing non-fungible tokens (NFTs) as promotional tools, yet there has been limited study on the topic. To help address this gap, this study explores the impact of the cognitive and affective aspects of the use of NFTs as promotional devices on consumer behavior. A survey is conducted to explore aspects of NFTs that make them effective in as promotional tools. This study reveals four key attributes associated with NFT promotional efforts, namely, scarcity, authenticity, resaleability, and trendiness. Moreover, drawing on lovemark theory, the study finds a significant effect of NFTs electronic word of mouth generation and brand purchase intention. The empirical findings can aid both academics and practitioners in the management of digital marketing activities via NFTs.

Anchoring decisions: the role of decoy pricing in consumer choices

PurposeHospitality firms aim to increase their profits by implementing a variety of marketing activities, including using decoy pricing to provide alternative choices for consumers. Decoys are relatively higher-priced offerings that signal lower value than the other offerings in the consideration set. The purpose of this research is to investigate the influence of decoy pricing on consumer choices across various contexts in the foodservice and hotel industries.Design/methodology/approachAcross the pilot and four main studies, the current research employs a sequential exploratory mixed-method design to investigate the influence of decoy pricing in the foodservice and lodging industries. The qualitative part of this research was based on two focus groups, followed by a pilot study and four main study experiments.FindingsThe results show that decoy pricing escalates consumers’ choices of more expensive product bundles in both restaurant and hotel cancellation policy contexts. However, decoy pricing does not increase the selection of more expensive hotel product bundles.Originality/valueWhile decoy pricing has been utilized as an effective revenue maximization strategy for product placement in retail stores, less is known about how promotional advertisements with decoy offers influence hotel and restaurant customers to choose more costly options. Specifically, this is the first study that explores whether decoy pricing and product/service bundling can encourage customers to select more expensive offers in hotel and restaurant contexts, considering the types of hospitality bundles that may limit this effect.