Marketing Management Research Articles

Digital Content Marketing in Brand Management of Small Business Enterprises, Trading Companies and Territorial Marketing

Purpose: The research aims at a practical evaluation of the influence of digital content marketing in the system of brand management on the examples of small businesses, trading companies and territorial marketing. Methodology: To achieve the aim, the See-Think-Do-Care strategy was used, and a matrix of correlation of digital content and the object of realisation of digital content marketing in brand management was developed. Mathematical methods such as correlation analysis and regression analysis were used as well. Findings: The results of the study demonstrated that the type of digital content management is affected by the size and activity kind of the company, enterprise or organisation, which proves the necessity for diverse digital content. Correlation analysis enabled the proof of a tight correlation (0,98) between digital content marketing and brand management. A parameter indicating the influence of digital content marketing, was found to be expenses for digital content marketing. The parameter, illustrating the efficiency of brand management for small businesses and trading companies was determined to be average annual income, and for territorial marketing - number of tourists per year. Three types of models were built to determine the quantitative influence of digital marketing on brand management. The results of Model 1 have the most significant effect as the influence of digital content marketing on income increase, and thus, brand development amounts to from 8324 USD to 13571 USD. While talking about Model 2, income increase fluctuates from 3030 USD to 3600 USD per year. Evaluation results on Model 3 illustrate the insignificant influence of digital content marketing on income and brand management. Originality: In further studies, it is proposed to divide small businesses based on activity kinds and study digital content marketing in brand management depending on activity kinds.

Application Development Model E-Commerce in Traditional Markets Using the TOGAF Framework

The existence of traditional markets is increasingly being eroded by the presence of online market models that already utilize various e-commerce platforms. However, the TOGAF Framework provides a ray of hope. Even though the existence of traditional markets is unlikely to disappear, if traders in traditional markets do not try to adapt to using e-commerce, it will have an impact on losing customers, losing turnover, and will even affect the acceleration of their business. Architectural design for system development in traditional market activities can provide an important picture of how to advance traditional market industries that will not be out of competition with modern markets. TOGAF (The Open Group Architecture Framework) provides a detailed method of how patterns build, manage, and implement enterprise architecture and information systems called the Architecture Development Method. Analysis using the TOGAF Framework provides an overview of how to plan, design, develop and implement information system architectures for traditional markets. The results of this design analysis are an information technology architectural design which is the basis for traditional market managers, especially in Indonesia, in advancing the business processes of traders in the market so that they are not unable to compete with modern markets but with gap analysis constraints that must really be considered with regard to internet infrastructure problems in the market, sellers who are not fully able to use technology due to age and not all forms of goods on the market can be sold through e-commerce platforms. This gap analysis will make e-commerce implementation slow to implement.

Assessment of Digital Marketing Management in Companies

An assessment of digital marketing management in the work of companies was carried out – namely, the compliance of internal resources with the mechanisms of digital transformation in marketing. The approach to the digital transformation of marketing systems and the principles of digital marketing management are considered. It is noted that digital marketing management is inseparable from the continuous process of developing the functions of the marketing system. The stages are proposed, on the basis of which a methodology for calculating the marketing management index in the work of companies is developed in order to analyze the digital marketing methods. It is proposed to divide the performance indicators of digital marketing communications into strategic, analytical and operational, and combine them into the classes in accordance with the methods. Based on the results of the assessment of digital marketing management, it is concluded that the theoretical basis for the economic success of many companies is the professional flexibility of top management specialists and marketing departments.

Management and dynamics of employment and remittance, and the impact of remittance on employment – case study Republic of Kosovo

In addition to other indicators, improvements in the performance of the labor market, improvements in the performance of remittances, and improvements in the performance of the management of labor market policies and remittances in Kosovo all play important roles in the economic development of Kosovo. The primary goal of this study is to evaluate and compare the dynamics of employment and remittances, as well as to determine the impact of remittances on employment growth in the Republic of Kosovo. In the present study, we examined the dynamics of employment and remittances during the last decade, empirically examined the influence of remittances on employment, and conducted an analysis of employment and remittance policy in Kosovo. According to the findings, the highest number of employees in Kosovo from 2012 - 2022 was in 2022, whereas the lowest number of employees was in 2015. According to the latest results in Kosovo, the unemployment rate is 10.8%, whereas the employment rate is 34.7%. Remittances have had a significant effect on Kosovo's economy and citizens’ level of living. The value of remittances increased from 2012 - 2022, with the largest value occurring in 2022. Remittances in June 2023 were 123.9 million euros, which represents an increase of 18% compared with the same period of 2022. The hypothesis in this work is examined econometrically, and the empirical results show that the β1 coefficient value is positive, indicating that remittances have a considerable impact on increasing employment in Kosovo. The challenge with remittances in Kosovo in terms of expanding employment is related to their effective management with regard to creating new jobs. The report advises that policymakers implement more sustainable remittance and labor market management to enhance Kosovo's employment performance, among other things.

Smirking in the energy market: Evidence from the Chinese crude oil options market

This study examines the implied volatility (IV) curve and its determinants in the newly established Chinese crude oil options market. Given China’s significant role as a crude oil importer and consumer, understanding this market’s dynamics is crucial for hedging and risk management. The paper identifies a left-skewed smirk in the IV curve, similar to major international options markets, indicating bearish market sentiment. The research analyzes various factors influencing the IV curve’s shape, with findings showing that market fear, measured by the put-to-call ratio (PCR), and the underlying asset’s volatility are primary determinants. The study also examines how the Russo-Ukrainian conflict heightened market fear and volatility, and we find with the onset of the conflict, it fostering optimistic view on the crude oil market. The analysis also highlights the significant impact of U.S. Federal interest rate hikes on the IV shape, emphasizing the inter-connectedness of global financial markets and the necessity for enhanced risk management strategies. These findings offer valuable insights for market participants and regulators regarding risk management in the Chinese crude oil options market.

INNOVATION OPPORTUNITIES IN MARKET SQUARES

The article examines market squares as connecting points between rural and urban areas, hosting diverse activities. Focused on Colombia and Mexico, the research employs qualitative methods, including case studies and direct observation, with analysis through Atlas.Ti. It highlights the positive impact of farmers' markets on strengthening the productive system and rural development, contributing to the urban food system, and creating opportunities for social innovation. Market management is based on a model of spontaneous relationships, emphasizing exchange and coexistence, especially in fresh and locally harvested products. Trade, centered on primary sector products, supports the transitioning peasant economy. The prevalence of informality, socially approved, is acknowledged. The SWOT analysis reveals weaknesses requiring innovative strategies, especially in environmental aspects such as organic waste management and noise pollution. These challenges require attention for future improvements.

INTEGRAL ASSESSMENT OF TOURISM DEVELOPMENT IN ŁÓDŹ AND ŁÓDŹ VOIVODESHIP IN 2004–2021

The main aim of the article is to present an assessment of the dynamics and determine the trends in the tourism development in Łódź and Łódź Voivodeship in 2004-2021, as well as to compare them. Comparison of the tourism development in Łódź and Łódź Voivodeship was carried out on the calculation and analysis of integral indicators. The integral indicator was calculated based on 14 indicators grouped into three groups: 1) tourist accommodation establishments (9 indicators); 2) museums, including branches (3 indicators); 3) organization of mass events (2 indicators). Data collection by groups of indicators was carried out by the statistical observation method. As an information base, it is advisable to use official sources of information, namely data from the official website of Central Statistical Office of Poland and Regional Statistical Office in Łódź. To bring a significant number of different-quality and different-sized analytical indicators of tourism development, which were used to calculate the integral indicator, into a comparable form, they were normalized. Determination of weighting coefficients was carried out by an expert method (ranking method). The analysis allows come to conclusion about presence of common upward trend in the tourism development in Łódź and Łódź Voivodeship with elements of fluctuation in the period of 2004-2019 as well as general dramatic decline in 2020. However, compound annual growth rate of the tourism development in Łódź and Łódź Voivodeship for the analyzed period differs and equals 9,04% and 7,18% respectively. With continued investment in infrastructure, cultural and tourist projects, the region is likely to continue to grow as a popular tourist destination in the coming years. The development of tourism in Łódź and Łódź Voivodeship has been driven by a combination of the following factors: converting a rich history and cultural heritage into cultural and entertainment centers both for tourists and for the locals; significant investment in tourism infrastructure; investing in marketing, advertising and destination management; development of the entertainment industry, etc.

REDEFINING THE INTERNAL MARKETING-HRM NEXUS: A COMPREHENSIVE FRAMEWORK FOR ORGANIZATIONAL ALIGNMENT IN THE DIGITAL AGE

Background: Internal marketing and Human Resource Management (HRM) are crucial for organizational success. Internal marketing involves strategically communicating organizational values and goals to employees, while HRM focuses on efficiently managing human resources to achieve organizational objectives. Numerous studies have shown that integrating internal marketing and HRM can enhance organizational performance by improving employee satisfaction, retention, and overall productivity. Method: This study employs a mixed-methods research strategy, combining quantitative surveys and qualitative interviews. Structural Equation Modeling (SEM) was used to test the hypotheses concerning the relationships between internal marketing, HRM, and organizational performance. Results: The SEM analysis revealed significant positive correlations between internal marketing, HRM, and organizational performance. Specifically, internal marketing positively impacts organizational performance (β = 0.35, p < 0.01), HRM positively impacts organizational performance (β = 0.40, p < 0.01), and organizational performance mediates the relationship between internal marketing and HRM (Sobel test: z = 2.50, p < 0.05). Conclusion: The findings underscore the importance of integrating internal marketing and HRM to enhance organizational performance. Effective internal marketing and HRM practices lead to increased employee satisfaction, engagement, and retention, ultimately boosting organizational success. Findings: The study confirms that a synergistic approach to internal marketing and HRM can lead to significant improvements in organizational performance. This integration fosters a cohesive work environment, enhances employee well-being, and ensures long-term competitive advantage.

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.

Research on the volatility forecasting model of KOSPI index returns using AR(M)-GARCH(P,Q) model

In this study, we estimated the volatility of the KOSPI index returns and analyzed volatility trends. The data used in the study consisted of monthly observations from January 2005 to December 2022, and the KOSPI index raw data was transformed into log returns. The volatility estimation model used the AR(m)-GARCH(p,q) model, which combines the autoregressive error model and the GARCH model that explains the persistence of volatility at low orders. The goodness of fit of the model was confirmed using the Portmanteau Q-test and LM-test. Applying the autoregressive error model revealed significant autocorrelation in the log returns of the KOSPI index at lags 3 and 6. Residual analysis indicated that the residuals followed white noise, but the squared residuals exhibited heteroscedasticity. Therefore, after fitting the autoregressive error model, we applied the GARCH model and conducted residual analysis, finding both the residuals and squared residuals significant at a 5% significance level. The volatility forecasting results indicated a continuous increase in volatility. The findings of this study are expected to provide important implications for policymakers responsible for risk management in the Korean stock market.

Spirit at work: a panacea for ethical problems caused by marketing managers’ love of money

PurposeLimited research has investigated how spirit at work, functioning as a “good barrel,” fosters ethical decision-making (EDM) even in the presence of unethical managerial behavior (“bad apples”). Therefore, this study aims to investigate the spirit at work, a situational variable, as a moderating variable in the relationship between the love of money (LoM), an individual-level factor, and EDM.Design/methodology/approachA time-lagged survey of the members of the Marketing Association of Pakistan was conducted. The data were analyzed using partial least square structural equation modeling.FindingsAdding to much of the existing research, which finds that LoM can influence ethical intention directly, this research finds that LoM influences ethical intention only through ethical judgment. Moreover, the spirit at work tempers the negative relationship between LoM and ethical judgment, thereby mitigating LoM’s detrimental effects not only on ethical judgment but also its downstream effects on ethical intention.Practical implicationsOrganizations, by planting the seeds of spirit at work, can institutionalize good barrels, which can alleviate the negative effects of the marketing managers’ LoM, the root cause of unethical behavior. This way, this study establishes a business case for spirit at work.Originality/valueThe novelty of this study is the development and investigation of a holistic conceptual framework for EDM of marketing professionals that incorporates LoM as an antecedent, ethical judgment as an underlying mechanism, ethical intention as an outcome variable and spirit at work as a boundary condition.

Analysis of Art Incubation and Related benefit Mechanism: Ex-ploration of Transformation from Traditional Market to Digital Collection

This paper deeply analyzes the incubation and related interest mechanism of the transformation of the art market from the traditional model to the digital one. Firstly, the article summarizes the gradual attention paid by the state to the management of art market, including policy support and legislative guarantee, and points out that the value of art is multidimensional, involving aesthetics, philosophy, politics and finance. The article further discusses the stakeholders in the art market, including artists, middlemen and consumers, as well as their interaction and market operation logic. This paper discusses in detail the transformation of artworks from marketization to financialization, including different operation modes of art investment funds, such as portfolio investment, artist trust investment and art hedge investment. The article also emphasizes the rise of the digital collection market and how it can innovate the incu-bation and trading methods of works of art with the help of blockchain technology and NFT. Finally, the article puts forward some suggestions such as strengthening market supervision, perfecting laws and regulations, promoting the integration of market and finance, and supporting the development of digital collection market, to promote the healthy and sustainable development of the art market.

New conditional probability-based collaborative filtering for the binary market basket data with the high dimensional cold-start problem

Recommendation systems are crucial for customer relationship management in marketing. There exist a lot of collaborative filtering techniques for recommender systems. The Pearson correlation-based approaches have been utilized for collaborative filtering using the binary market basket data with the high-dimensional cold-start problem. As an alternative of the Pearson correlation-based approaches, we propose a new conditional probability-based collaborative filtering based on Bayes theorem for the binary market basket data with the high-dimensional cold-start problem. The proposed conditional probability-based collaborative filtering outperforms the existing approaches based on the experimental results.

Parking Space Demand Study for Dondo Market, Tojo Una-Una District

The current parking space at Dondo Market is not effective because it still uses the road shoulder and is not well organised. When the market is busy, the parking area is full of two- and four-wheeled vehicles, spilling over onto the road, causing congestion and disturbing road users. Therefore, an analysis is needed to determine the ideal parking space requirements. The purpose of this study is to provide recommendations for parking space requirements and design its layout, as well as analyse traffic performance on Jl. Tj. Keramat before and after the parking facility. The results show that the market manager should provide potential land for off street parking. There is vacant land to the right and left of the market with a total area of 6,985 m2 which exceeds the current parking demand. If needed, there is still vacant land owned by the community around the market that can be developed as an additional parking area.

Understanding Mutual Funds Performance with mediation of Human Capital and GDP-Growth in Pakistan Mutual Funds: Demonstration of Structural Equation Model

This work sheds light on the complex interplay between mutual fund performance, using human capital, and GDP growth as mediating variables in Pakistan through the lens of Structural Equation Modeling. By employing this sophisticated analytical approach, the findings uncovered nuanced nexus that traditional methods might have overlooked. The findings underscore the critical role of GDP-Growth and human capital as a mediating factor, suggesting that investments in mutual funds could have far-reaching effects on the financial performance on individual investors. Moreover, the demonstrated link between GDP-growth and mutual fund outcomes highlights the intricate web of economic factors influencing investment landscapes. Our findings thus reveal that the impact of the market factor and GDP growth on portfolio returns shows statistically significant estimates both mediation models. However, size-factor shows two portfolios significant while two portfolios insignificant results using both mediating variables. However, the value factor shows highly significant in both mediating models but reveal insignificant nexus with HC-Growth as mediating variable using only FF3FM. Moreover, momentum factor shows insignificant results for both mediating models. As Pakistan continues to develop its mutual fund market, policymakers and fund managers alike would do well to consider these interconnections in their decision-making processes.

The Business Plan: Al-Amin Living Lab and Industrial Park of Goat Farming

The goal of this research is to examine and assess the business plan for goat farming within the Al-Amin Living Lab and Industrial Park area, located in Kutalimbaru District, Sampe Cita Village. The specific target of this research is to find the factors that influence the development strategy of the goat farming business plan in the Al-Amin Living Lab and Industrial Park area in Kutalimbaru District, Sampe Cita Village. So that in making decisions to determine strategies that can create success in the goat farming business. This research uses a Quantitative Descriptive research approach, where this study is related to data that describes the factors and success strategies in building a goat farming business in the Al-Amin Living Lab and Industrial Park area in Kutalimbaru District, Sampe Cita Village. The data analysis used is SWOT analysis, a strategic planning method used to Evaluate Strengths, Weaknesses, Opportunities, and Threats that occur in projects or a business venture. The results of the study explain that the results of the analysis of non-financial aspects, namely market aspects, technical aspects, management aspects, legal aspects, and social aspects, the sheep fattening business is feasible to implement. The results of the analysis of financial aspects which include NPV, IRR, Net B/C, and payback period, this sheep-fattening business is feasible to implement.

Analyzing the Selective Stock Price Index Using Fractionally Integrated and Heteroskedastic Models

Stock market indices are important tools to measure and compare stock market performance. The Selective Stock Price (SSP) index reflects fluctuations in a set value of financial instruments of Santiago de Chile’s stock exchange. Stock indices also reflect volatility linked to high uncertainty or potential investment risk. However, economic shocks are altering volatility. Evidence of long memory in SSP time series also exists, which implies long-term persistence. In this paper, we studied the volatility of SSP time series from January 2010 to September 2023 using fractionally heteroskedastic models. We considered the Autoregressive Fractionally Integrated Moving Average (ARFIMA) process with Generalized Autoregressive Conditional Heteroskedasticity (GARCH) innovations—the ARFIMA-GARCH model—for SSP log returns, and the fractionally integrated GARCH, or FIGARCH model, was compared with a classical GARCH one. The results show that the ARFIMA-GARCH model performs best in terms of volatility fit and predictive quality. This model allows us to obtain a better understanding of the observed volatility and its behavior, which contributes to more effective investment risk management in the stock market. Moreover, the proposed model detects the influence volatility increments of the SSP index linked to external factors that impact the economic outlook, such as China’s economic slowdown in 2012 and the subprime crisis in 2008.

Multiple energy planning in the energy hub considering renewable sources, electric vehicles and management in the daily electricity market with wind multi-objective optimization algorithm

This article presents a decision-making framework leveraging randomness to manage short-term intelligent energy hub (EH) within regenerated power systems integrating EH input electricity and natural gas. EH outputs, addressing electricity and heat needs, are managed via battery storage systems (BSS) and electric vehicle (EV) fleets in regulation markets. The energy hub operator optimizes decisions concerning natural gas and energy, minimizing costs in electricity supply and thermal energy carriers across day-ahead (DA) markets and regulations. Emphasizing the benefits of demand-side management planning in cost reduction, the model incorporates a conditional value at risk (CVaR) method to assess and manage uncertainties. Moreover, leveraging electric vehicle battery storage capacity is explored to mitigate wind and solar energy production uncertainties. An energy optimization strategy based on a Multi-Objective Wind-Driven Optimization (MOWDO) is proposed, demonstrating the effectiveness of the model and method across various system conditions and scenarios. Results indicate that increasing the number of EVs from 2000 to 10,000 reduces the expected cost by 1.5 % and the CVaR by 1.5 %. Additionally, optimizing the BSS discharge cost coefficient from $45/MWh to $15/MWh decreases the expected cost by 0.5 % and the CVaR by 0.3 %. The system achieves a 20 % reduction in peak-hour electricity purchases by leveraging the BSS and EV fleet during high price conditions. These findings underscore the positive impact of demand-side management programs in enhancing renewable resource utilization amidst uncertainty.

Improving Digital Marketing Skills of MSMEs in Legok Village through a Community Service Program

There are several problems in marketing the products of Micro, Small and Medium Enterprises (MSMEs) in this digital era. Problems such as limited access to technology and lack of knowledge and expertise in managing digital platforms or tools. To overcome these problems, Community Service (PKM) activities are carried out. This PKM is focused on improving marketing skills for MSME players in Legok Village, Tangerang, Banten by Universitas Multimedia Nusantara (UMN). Specifically, this solution is in the form of training with the theme of digital marketing management, market trend analysis, customer preferences, and strategies to increase customer interaction on e-commerce platforms and social media. The materials in this PKM activity are market trend analysis and the use of digital marketing tools where there are 19 participants from different MSME players. The results of this training showed that 100% of participants stated that the training delivered provided new insights or ideas to improve their business, especially in terms of marketing management. Thus, MSMEs in Legok Village are expected to be able to compete better in the digital market, which in turn can encourage local and national economic growth.

Marketing priorities and digital tactic effectiveness: A business strategy perspective

Digital marketing has emerged as a key component of marketing strategy and by extension has become an important source of competitive advantage for the firm. Firms adopt digital marketing strategies and tactics to address specific marketing priorities (eg sales growth, brand building etc). Digital marketing strategies represent the adoption of specific sets of digital marketing tactics. While these tactics are widely recognised, little attention has been paid to determining the conditions under which some digital marketing tactics are more effective than others. In this exploratory study, marketing managers were surveyed to understand the comparative importance of seven alternative strategic marketing priorities and the perceived effectiveness of seven alternative digital marketing tactics in addressing those priorities. Responses from 236 senior marketing managers/executives were analysed through a series of paired t-tests and one-way ANOVAs in SPSS Version 26. Significant differences were observed between firms pursuing prospector, analyser, low-cost defender and differentiated defender business strategies. These findings provide marketing and general managers alike with practical insights into the management of their digital marketing strategies.