Marketing Research Articles

Blood Donation during Times of Crises: The Mediating Role of Meaning in Life for Undergraduate Medical Students

Blood donation is a prosocial act driven by mechanisms related to altruism. While altruism plays a significant role, the processes behind blood donation behavior are complex, with altruism being just one factor. This research aimed to investigate the influence of altruism and meaning in life on the willingness to donate blood among Romanian undergraduate medical students during the COVID-19 pandemic. The sample consisted of 319 Romanian undergraduate medical students. Structural equation modeling (PLS-SEM) was used for statistical analysis. Our findings reveal that altruism did not significantly impact the willingness to donate blood directly; however, this relationship was mediated by meaning in life. In practice, blood donation could be increased through a more substantial connection between altruism and a sense of meaning in life, especially during health crises. Utilizing social marketing campaign messages that actively encourage altruism and connect it to a sense of meaning in life may increase blood donor recruitment and retention among undergraduate medical students.

Green skepticism: review and research agenda

PurposeDespite a growing interest in investigating green skepticism, there has been a paucity of effort in synthesizing green skepticism research. This study aims to synthesize extant green skepticism research. This study is useful in providing a comprehensive synthesis of research on green skepticism and identifying key gaps in the existing literature, thereby paving the way for future research directions. This research demonstrates a comprehensive understanding of the dominant theories, contexts (i.e. countries), characteristics (i.e. key variables and their associations) and methods (i.e. research design) employed in green skepticism research.Design/methodology/approachA hybrid review method that combined an Systematic Literature Review (SLR) with lexicometric analysis was employed to present a comprehensive synthesis of the green skepticism literature.FindingsThe findings showed that many theories have been applied to green skepticism research with the theory of planned behavior and attribution theory being prominently used. The review also proposes a conceptual framework that illustrates the relationships between antecedents and consequences reported in the green skepticism literature. Lexicometric analysis identified six major themes in green skepticism research, including trust in green products, product-related attributes, environmental attributes, social responsibility, organic consumption and promotional campaigns.Research limitations/implicationsThis review included only papers authored in English. Consequently, studies conducted in other languages were not taken into account. Future research could broaden the understanding of green skepticism by incorporating studies conducted in different languages.Practical implicationsThis study provides practical implications for retailers, marketers and policymakers to combat green skepticism and encourage the purchase of green items. This study suggests integrating endorsements from authorized third-party organizations or celebrities into green marketing campaigns to reduce skepticism. Further, aligning corporate social responsibility efforts with genuine social welfare goals can build consumer trust. Finally, securing third-party endorsements for ecological claims will emphasize product credibility and drive green purchase intention.Originality/valueTo the authors’ knowledge, this study represents the first attempt to review the extant literature in green skepticism by integrating a systematic review approach, lexicometric analysis and the Theory-Context-Characteristics-Methodology framework. Through this approach, (1) SLR provides a detailed synthesis of green skepticism research to date, (2) Lexicometric analysis aids in the identification of key themes investigated in green skepticism research to date, and (3) the TCCM framework assists in identifying crucial avenues for future research endeavors in the realm of green skepticism.

Changes in Internet Search Behavior After a Direct-to-Consumer Advertising Campaign for Faricimab-svoa.

Purpose: To analyze changes in Google search volume after US Food and Drug Administration (FDA) approval and initiation of a direct-to-consumer marketing campaign for faricimab-svoa. Methods: Google Trends data between December 26, 2021, and June 17, 2023, were downloaded and searched for terms prominently featured in the marketing campaign, including "wet AMD", "diabetic macular edema", "Vabysmo", and "faricimab-svoa". Data were standardized to the week and the term with the highest search volume, resulting in weekly relative search volumes for each term. The mean relative search volume and percentage change in relative search volume were calculated for the time periods of interest. Results: The direct-to-consumer campaign was associated with an increase in relative search volume in the first month for the terms "Vabysmo" (2.5% to 18.0%) and "wet AMD" (3.0% to 77.3%) and was sustained in the second month (P < .01). No significant changes in relative search volume were seen for the terms "diabetic macular edema" or "faricimab-svoa". After FDA approval, "Vabysmo" had the only significant increase in relative search volume (0.3% to 2.8%; P = .02). Conclusions: A direct-to-consumer advertising campaign for faricimab-svoa was associated with a surge in Google search volume of 620% and 2475% for "Vabysmo" and "wet AMD," respectively (P < .01), without a corresponding increase for "diabetic macular edema". Although FDA approval was associated with an increase in search volume for "Vabysmo" (P = .02), the marketing campaign was more influential at driving internet search behavior.

Predictive Modeling of Customer Response to Marketing Campaigns

In today’s data-driven marketing landscape, predicting customer responses to marketing campaigns is essential for optimizing both engagement and Return On Investment (ROI). This study aims to develop a predictive model using a Decision Tree (DT) to identify key factors influencing customer behavior and improve campaign targeting. The methodology involves building the DT model, initially achieving an accuracy of 87.3%. However, the model faced challenges with precision and recall due to class imbalance. To address this, a resampling technique was applied, which significantly improved model performance, increasing recall from 44% to 83.1% and the F1-score from 49% to 74.2%. Key influential features identified include the recency of a customer’s purchase, their duration as a customer, and their response history to previous campaigns. This study demonstrates the practicality and interpretability of the DT model, offering actionable insights for marketing professionals seeking to enhance campaign effectiveness and customer targeting.

Predictors of Intention to Interact with Apparel Products on Instagram: Do creativity and Positive Emotion Matter?

Research aims: This study aims to determine the effect of perceived creativity, positive emotion, affective commitment on people intention to interact.Design/Methodology/Approach: The study procedures were carried out using a quantitative approach and data were collected with online questionnaires from July to December in 2023. The participants were selected using purposive sampling based on specific criteria, such as experience in purchasing products online. A total of 225 participants were selected and analysis was performed using Structural Equation Modelling (SEM) approach with SmartPLS.Research findings: The results showed that perceived creativity had a significant relationship on positive emotion and affective commitment. Positive emotion was shown to have a significant effect on interaction intention. However, perceived creativity had no significant impact on interaction intention of apparel brand. This indicated that creative content was inadequate in attracting Instagram users to interact with brand’s account. The results also showed that positive emotion lacked a significant correlation with affective commitment, while affective commitment had a significant relationship with interaction intention.Theoretical Contribution/Originality: This study provides meaningful contribution to Stimulus-Organism-Response theory by incorporating creativity to assess Instagram social media platform.Practitioners/Policy Implications: These results can assist business owners and social media marketers in developing creative marketing campaigns and building strong bond with their followers.Research Limitations/Implications: One of the limitations of this study is that it only assessed the use of Instagram in the fashion industry. Therefore, future studies are advised to explore different industries and recruit participants with a specific occupation to obtain better understanding of online consumer behavior.

Bank Direct Marketing Campaign Success Prediction

Nowadays, there are more new and innovative bank marketing strategies available that contribute to customer engagement and acquisition. Banks must launch marketing campaigns that can successfully attract customers from other competitors. Therefore, the purpose of the research is to apply Machine Learning techniques in predicting the success of a bank’s direct marketing campaign using supervised classification algorithms. Six algorithms are implemented which are Logistic Regression (LR), Support Vector Machine (SVM), Decision Tree (DT), Random Forest (RF), Gaussian Naïve Bayes (GNB) and Extreme Gradient Boosting (XGBoost). In this paper, feature selection is performed, and 8 selected features are used to make the prediction. The experimental result shows that the Random Forest model has the highest accuracy and ROC AUC score which makes it the champion model in this paper. Still, these results may vary according to the nature of data preprocessing and algorithms implemented.

AI in Neuromarketing: Understanding Consumer Emotions and Behavior through Machine Learning

This paper explores the integration of artificial intelligence (AI) and machine learning in the emerging field of neuromarketing, which combines neuroscience with marketing strategies to decode consumer emotions and behaviors. By employing advanced techniques such as EEG, fMRI, and facial recognition, the research highlights how these technologies can analyze subconscious responses to marketing stimuli, providing deeper insights than traditional methods. The study emphasizes the transformative role of AI in enhancing predictive analytics, real-time personalization, and customer segmentation. Furthermore, it discusses the potential benefits of AI-driven insights for crafting effective marketing campaigns that resonate with consumers and improve engagement. The paper also addresses the challenges faced in this field and proposes future research directions to explore the intersection of AI and consumer behavior analysis.

When Low Social Trust Undermines Social Marketing Campaigns: The Impact of Social Trust on the Effectiveness of COVID-19 Vaccination Campaigns

Background Although COVID-19 social marketing vaccination campaigns have been developed and vigorously promoted to encourage citizens to vaccinate against COVID-19, many people have not responded to vaccination campaigns. Very little is known about the extent to which vaccination campaigns are effective at overcoming people’s resistance to getting the vaccine. Focus of the Article Integrating social trust into the elaboration likelihood model, the current study proposes a model to analyse the effectiveness of COVID-19 social marketing vaccination campaigns and to examine the extent to which social trust plays a role in influencing people’s perceptions of the effectiveness of COVID-19 social media vaccination campaigns. Research Hypotheses The study proposes hypotheses regarding the influence of argument quality and source credibility in COVID-19 vaccination campaigns on individuals’ perceptions of campaign usefulness. In addition, it suggests that source credibility and perceived usefulness of these campaigns play a role in shaping individuals’ attitudes toward COVID-19 vaccination. Furthermore, the study posits that both attitude and perceived usefulness contribute to individuals’ intentions to take the COVID-19 vaccine. Lastly, the study hypothesises that perceived social trust moderates the impact of perceived usefulness on vaccination intentions. Importance to the Social Marketing Field The study holds significant importance in the field of social marketing for several reasons. Firstly, it contributes to a deeper understanding of the dynamics influencing individuals’ perceptions, attitudes, and intentions related to COVID-19 vaccination campaigns. Secondly, by examining the impact of argument quality, source credibility, and social trust, the study provides valuable insights into the factors that can enhance or hinder the success of vaccination campaigns. The inclusion of perceived social trust as a moderating factor in the study further enhances its importance in the field of social marketing. Understanding the role of social trust in influencing the relationship between perceived usefulness and vaccination intentions is crucial for designing context-specific strategies that account for the broader societal dynamics. Methods Online survey data were obtained from 413 adult South Africans. The partial least squares structural equation modelling technique was used to examine the model and test the hypotheses. Results The study found that the quality of arguments in vaccination campaigns and the credibility of the message sources affected how people viewed the usefulness of the messages and their overall attitudes. Surprisingly, although attitudes influenced individuals’ intentions to get the COVID-19 vaccine, the perceived usefulness of the campaign had no direct impact on vaccination intentions. Notably, the results revealed that low social trust played a role in making the perceived usefulness of the COVID-19 vaccination campaign message insignificant in predicting vaccination intentions. Recommendations for Research/Practice Social marketers aiming to improve vaccination attitudes and intentions should focus on two key strategies: emphasising the usefulness of vaccination by highlighting its benefits and leveraging credible sources like healthcare professionals and community leaders to enhance message trust. In addition, this study emphasises the crucial role of social trust in shaping individual responses to vaccination campaigns. Building trust in governing institutions, healthcare systems, and science can significantly impact vaccination acceptance and promotion. Limitations The limitations include potential social desirability bias influencing responses, the need for longitudinal data to establish causality, and the possibility of other influential factors beyond the study’s scope, such as culture and health literacy.

What's in a pledge? A qualitative analysis of a global public marketing campaign to support cancer survivors at work.

212 Background: Employment provides both integral psychological and financial benefits to cancer survivors and their caregivers. Yet cancer survivors often face employment disruptions, leading to worse financial hardship and deteriorated quality of life. In 2023, an advertising and public relations company launched the “Working with Cancer” global initiative, calling on companies across the globe to reduce the stigma of cancer in the workplace by pledging their commitment to building the most open, supportive and “recovery-forward” work cultures for their employees. This study examines the company pledges made in the “Working with Cancer” campaign. Methods: We performed a cross-sectional, qualitative analysis of Working with Cancer campaigns for companies. In January 2024, we identified all campaigns through web scraping. Data from a total of 1,151 employer campaign pledges were extracted, and we recorded several variables including the company location, business sector, number of employees, the pledge signer and title/role, and the action/pledge the company stated they will take to support cancer survivors at work. Campaign pledges were imported into ATLAS.ti where we performed a content analysis. Results: We collected 1,151 company campaigns in total, 46 of which (4%) were Fortune 500 companies. Of the Fortune 500 companies (n=46), themes described the commitment to taking care of employees including the offering of comprehensive benefits including include paid leave for both patients and caregivers, guaranteed pay, and mental wellbeing support. Several companies described specific initiatives their organization provided, and many described how reducing the stigma of cancer at work required an open dialogue between all employees in an organization. In addition, companies pledged to know their own specific policies, make their employees aware of their commitment, and track their progress in improving the work experiences of cancer survivors. Conclusions: Employers play a significant role in the healthcare decisions made by employees, and are increasingly responsible for determining health plan benefits, providing resources and navigating care, and otherwise supporting employees as they navigate the complexities of a healthcare system. This global initiative provides a unique opportunity to identify issues related to working with cancer, and intervene at the employer level. More research is needed on employer-led initiatives to improve employment outcomes in cancer survivors and caregivers.

Planning a digital marketing strategy and campaigns

Planning a digital marketing strategy and campaigns

PrEPárate: Evaluation of a Community-Driven PrEP Social Marketing Intervention Tailored to Latino/a/x Individuals.

Latino/a/x sexual minority men (SMM) and transgender women remain disproportionately impacted by HIV, with higher HIV incidence and lower uptake of pre-exposure prophylaxis (PrEP) than their non-Hispanic White peers. Disparities in PrEP uptake among Latino/a/x populations have been found to be due to structural, social, and personal barriers. Social marketing interventions have been shown to effectively address barriers and increase PrEP uptake in other populations, and thus offer potential as a tool to increase PrEP uptake for Latino/a/x populations. The PrEPárate campaign was developed through community based participatory research and ran from April to September 2022 in Cook County, Illinois. We conducted a mixed methods evaluation through surveys (N = 515) and semi-structured interviews with survey participants and community partners (N = 14). We examined cross-sectional associations of campaign exposure with PrEP awareness and uptake in adjusted multivariable regression models. We used rapid qualitative methods to analyze interviews and assess implementation outcomes following the RE-AIM framework. The campaign reached over 118,000 people on social media, with additional reach over public transit and local events. PrEPárate exposure was associated with increased PrEP awareness (aOR = 5.23; 95% CI [2.58, 10.63]) and PrEP uptake (aOR = 1.69; 95% CI [1.09, 2.62]). Survey respondents expressed that the campaign name, visuals, ambassadors, and distribution were effective in engaging the target audience. Community partners felt the campaign was implemented with fidelity to the original vision and identified future directions for PrEPárate. Social marketing campaigns, anchored in community engagement, may be an effective strategy to increase PrEP awareness and uptake among underserved Latino/a/x populations.

Destination-Country Image of Türkiye from Perspectives of American Non-Visitors

The significance of images in advertising, promoting, attracting tourists for destinations, and influencing their future behavioral intentions is widely acknowledged concept. In recent years, destination-country image research has gained momentum. This article seeks to evaluate how Türkiye (the fourth most visited country in the world) is perceived as a travel destination by American non-visitors. The focus on American non-visitors in this study is significant because Americans represent the largest group of international travelers globally. This demographic offers valuable insights for understanding potential tourism markets for Türkiye. By analyzing how American non-visitors perceive Türkiye, the study aims to enhance the country's tourism strategies, especially in a highly competitive global market. Their perceptions influence their likelihood to visit, making it crucial for tourism managers to tailor marketing campaigns to shift these non-visitors' views toward a more favorable image of Türkiye. The sample included potential tourists who have never visited Türkiye, also known as non-visitors. Furthermore, the study examined the relationship between how potential visitors view the destination country and their intentions to travel there. Amazon Mechanical Turk (MTurk), a widely used online research platform, gathered the data for this study. Data were obtained through a survey from a total of 302 non-visitors by conducting convenience sampling method. We employ PLS-SEM, a variance-based methodology, analyze the data set. After the analysis, we validated all proposed hypotheses. Therefore, the cognitive and emotional images have an impact on each other. There is a statistically significant and positive link between the affective image and overall and the cognitive image and overall (β = 0.354, p&lt;0.001; β = 0.258, p&lt;0.001, respectively). In addition, there were strong and positive links between visit intention and both affective image (β = 0.262, p&lt;0.001) and cognitive image (β = 0.168, p&lt;0.001). The cognitive and emotional components of an image have a significant impact on general image perception. The current study validates that both the general image and its elements positively influence non-visitors' visit intentions. The study concludes by presenting the management and theoretical consequences.

Authenticity and high performance: Nonmarket social, public and media strategies of foreign SMEs during a black swan event

AbstractNonmarket (NM) strategy is an emerging concept, similar to the notion of NM social, public and media strategy (SPMS). Previous literature has predominantly focused on larger corporations, often overlooking smaller enterprises. Additionally, much of the existing research has been centred on developed markets, leaving a gap in qualitative research. The current analysis seeks to elucidate how foreign small and medium‐sized enterprises (FSMEs) in transitional markets, such as Shanghai, adopt specific NM SPMS to mitigate the liability of foreignness (LOF) during a pandemic. The study utilizes a CGT approach, employing semi‐structured interviews with 27 participants, including foreign entrepreneurs and digital marketing specialists. Additionally, qualitative data was analysed comprehensively using Atlas.ti 9 software. The qualitative methodology implementation resulted in the creation of the authenticity and high performance framework from where specific strategies and general implications are presented. The study highlights two principal themes: (1) The need for increased flexibility and speed in social media message communication and (2) Customized FSME strategies through digital marketing—a never‐going‐back market digitalization. The second theme is subdivided into (a) Tailored public relations for FSMEs. (b) An increased need for internal cohesion—fostering a stable mindset and positive rapport among staff. (c) An increased need for trialling new target customers. (d) Creating a relatable story—showing a particular vulnerability can be viral and (e) Maintaining a strong reputation for operational performance.

The Impact of Sustainability Considerations on Investment Intentions—The Case of Generation Y

When investing, the investment motives of return, liquidity, and risk play a role in decision-making. However, due to the increasing relevance of environmental and social issues and the higher availability of sustainable investments, sustainability is an additional investment motive. The attitude of an individual toward sustainability has implications for other investment motives. This paper examines the interplay between the established financial investment motives of return, liquidity, and risk on the one hand and sustainability considerations on the other hand, with a view to the Generation Y cohort. A questionnaire approach was used to collect data from randomly selected Generation Y retail banking customers from Germany. The data were analyzed using correlation and regression methods. The findings of the paper confirm that there is a negatively directed relationship between the profit maximization motive and the green tradeoff intention. Furthermore, education moderates the relationship between the risk minimization motive and the green tradeoff intention. The paper contributes to different stakeholders. Practical implications result for retail banks and investment firms, which could continue to motivate Generation Y customers for sustainable investments and generate stronger financial education through targeted marketing and information campaigns.

Are meat alternatives a moral concern? A comparison of English and Japanese tweets

Meat alternatives, such as soy-based meat substitutes, are gaining attention as possible solutions for the negative effects of increased meat consumption on human health, the environment, and animal welfare. Our study indicates that the public interest in these alternatives is evolving into a moral concern, influencing both societal shifts and marketing approaches. Using longitudinal data from Twitter (now known as X), we analyzed spontaneous conversations on meat alternatives in both English and Japanese. We identified keywords reflecting food choice motivations and we assessed their prevalence in the tweets. Drawing on Moral Foundations Theory, we detected a shift in the moral language associated with conversations about meat alternatives. While both English and Japanese tweets showed a noticeable shift in consumer interest in meat alternatives driven by moral concerns for the environment and animals, the degree of moralizing was more pronounced in English. Our study provides empirical evidence of a decrease in emphasis on sensory appeal, such as taste (a significant factor in previous studies), and a growing dominance of moral considerations. For future marketing campaigns, it would be advantageous to highlight not only the taste and health benefits but also the ethical dimension, in order to resonate with consumers.

An automated social media manager based on artificial intelligence

In today's world of social media, where brands and companies constantly interact with their audiences, the automation of content management processes is becoming increasingly important. Manual content creation, publication, and analysis on social networks require significant resources and time. Automated social media management systems based on artificial intelligence help simplify these processes, enhancing efficiency and optimizing audience engagement strategies. Artificial intelligence in social media marketing systems allows for the automation of tasks such as creating text posts, scheduling publications across different platforms, and analyzing user interactions. Artificial intelligence can analyze audience behavior, predict the optimal time for posts, and recommend changes to content strategies for maximum reach. This not only saves time but also improves the effectiveness of marketing campaigns through more accurate analytical data. However, the automation of social media marketing also faces challenges. The primary issues include the complexity of integrating different social networks into a single management system and the limitations in generating high-quality content that meets the emotional and stylistic requirements of the brand. Additionally, a major challenge is content personalization based on data analysis, which must account for each audience segment's unique needs and behavioral characteristics. Despite these challenges, the prospects for developing automated social media marketing managers are promising due to ongoing innovations in artificial intelligence and machine learning. Future research and development will focus on improving the quality of automated content generation, enhancing user interfaces, and integrating new social platforms to expand multi-channel marketing campaign management capabilities. Thus, the automation of social media marketing is a promising field that will enable brands and companies to optimize their audience engagement strategies while significantly reducing the time and resources required for content creation, publication, and analysis. This work presents the structure of the main entities of an automated social media management system based on artificial intelligence, including users, professions, questions, answers, settings, and integration with Telegram. The developed system enables efficient content management, automates publications, and personalizes audience interaction based on user responses. The system's described key components, attributes, and relationships provide scalability and flexibility, allowing brands and companies to optimize their marketing strategies and client interactions.

The Current Role of Retro Marketing

In uncertain times, people like to think back to the good old days. Different industries are taking advantage of this nostalgia and using old-style packaging or old logos for marketing purposes. Consumers are addressed on an emotional level and this marketing model is successful with target groups with certain character traits. This article is intended to take a deep insight into character traits that are appealing to retro marketing. The work on retro marketing aims to investigate and analyse how and why retro marketing strategies affect consumers, and what are the main motivations behind buying retro products. The work also seeks to understand which age groups are most responsive to retro marketing campaigns, what role nostalgia plays in attracting consumers, and how retro brands and products are used to create an authentic image and emotional connection with customers. Therefore, research was conducted to determine the lifestyle of consumers of retro products and to understand the key factors that influence their purchasing decisions. The research aimed to identify specific patterns of behaviour, values and preferences of consumers who prefer retro products, as well as to investigate to what extent their lifestyle contributes to their preference for these products. The research also analysed how consumers perceive retro products - whether they perceive them as symbols of quality, authenticity or perhaps innovation in a contemporary context. The results of the research will provide insight into the demographic characteristics of consumers, their motives for shopping, and the role that retro products play in their everyday life and identity. Based on these insights, developing more precise marketing strategies adapted to target groups is possible.

An Impact of CRM at Max Fashion Retail Limited

Effective customer relationship management (CRM) is essential for maintaining competitive advantage in the retail fashion industry. At Max Fashion, CRM strategies have been designed to enhance customer loyalty, streamline communication, and improve overall customer satisfaction. This study examines the various CRM practices employed by Max Fashion, including the use of customer data analytics, personalized marketing campaigns, and loyalty programs. By integrating technology such as CRM software and social media platforms, the company aims to better understand customer preferences and purchasing behaviour. The research highlights how these strategies contribute to increased customer retention and long-term business success. Through a combination of qualitative interviews with Max Fashion's management team and quantitative data analysis from customer feedback, the study identifies the key factors driving CRM effectiveness. This research provides valuable insights for fashion retailers seeking to implement or refine their own CRM strategies in an increasingly digital marketplace

BRANDING AND MARKETING FOR STARTUPS

Building brand trust is crucial for any startup's success, but it holds particular importance for sustainable startups operating in an increasingly competitive and environmentally conscious marketplace. This study explores the effectiveness of storytelling as a branding and marketing tool for sustainable startups. We address the research gap by examining how narrative-driven communication strategies can foster trust and connection with target audiences who value environmental responsibility. Through a qualitative case study analysis, we examine the branding and marketing campaigns of three successful sustainable startups. The case studies delve into the startups' use of storytelling elements like brand narrative, customer testimonials, and social impact initiatives. We analyze how these narratives are communicated across various marketing channels, including social media, website content, and influencer partnerships. Keywords: Sustainable Startups, Brand Trust, Storytelling, Marketing Communication, Case Studies

Bongo Religious Tourism Village Marketing Management Model Design, Gorontalo Province

Bongo Religious Tourism Village in Batudaa Pantai District, Gorontalo Regency, and Gorontalo Province are the sites of this research, which seeks to identify marketing techniques for the development of tourist villages in these areas. Interviews, participant observation, and written records were all part of the descriptive qualitative methodology used in this study. Starting with a SWOT analysis (strengths, weaknesses, opportunities, and threats), the study findings divide the marketing plan into many phases. Research to compile a review of marketing initiatives that have been implemented via prior studies. In the second stage, we will establish clear and measurable objectives for the Bongo Religious Tourism Village's marketing campaign. In the third and final stage, known as strategic planning, we take stock of our present and future cultural values, identify areas with the most promise for growth, and work to improve our mechanisms of cooperation, communication, and advocacy.