Marketing Perspective Research Articles

Inventory Management Practices of Small-Scale Pharmacies in the Selected Towns in Cavite: A Marketing Perspective

Inventory Management Practices of Small-Scale Pharmacies in the Selected Towns in Cavite: A Marketing Perspective

STUDY ON THE IMPACT OF THE MARKET SITUATION ON THE ECONOMIC RESULTS OF A COMPANY SPECIALIZED IN THE SALE OF JEWELRY

The economic performance of any society/company depends on the decisions made in organizing its entire activity (in all aspects, including marketing), as well as its ability to ensure an outward orientation. From a marketing perspective, understanding the multitude of connections, relationships that each company develops, and being aware of the importance of their impact on its activity, have led to an increased interest in studying the external environment. Anticipating the future evolution of external environment components and potential implications for the company's activity are important concerns for marketing activity management. This article presents a study based on the analysis and interpretation of the economic results achieved by a Romanian company during the Covid-19 pandemic. The aspects identified and conclusions drawn from this study highlight the fact that the change in market conditions has been an important element/factor for the company's performance and image.

The Analysis of the Impact of "Concert Craze" on Urban Development from the Perspective of Event Marketing

With the lifting of epidemic prevention policies in 2022, cultural and recreational activities have recovered. The large-scale concerts are held one after another. In daily life, there is a phenomenon showing that a certain city receives widespread attention on social media because a concert, or the arrival of a singer in a certain city triggers star-chasing among local fans. The economic value of these singers is so high that they can attract a large number of consumers in a short period. So, as a concert venue, promoting local culture and tourist attractions during the concert can not only revitalize the local tourism economy but also increase the popularity of the city itself. How to properly and successfully utilize these hot events. How should the local government and media publicize correctly? In this context, event marketing is an effective concert marketing solution. Event marketing is based on highly popular events and takes advantage of the high efficiency of news to achieve the purpose of viral marketing.

Investigation of consumer behavior in social media in the handball

Social media exploded onto the scene roughly two decades ago, revolutionising the way we think about marketing communication and the way we think about information delivery. It has opened doors that were unprecedented. It can also be profitable for sports companies if they can deliver effective marketing communications to their existing and potential customers. To be effective in this environment, it is important to analyse consumer behaviour to identify the real needs of users and to meet those needs. We used an online questionnaire to assess the consumer needs of our respondents and the social media market from a marketing perspective. We conducted a handball specific research, excluding individuals who do not follow handball at any level from the study sample. We also looked at age differences, and device usage. Given our results, it can be stated that thorough market research is important for effective marketing communication by a handball club on different social media platforms.

Drivers of geographical indication food supply chain performance: a B2B network perspective

PurposeThis study aims to examine the role relational dynamics, grounded in the theories of social exchange and social capital, play within the context of geographic indication (GI) food supply chain network (FSCN) performance.Design/methodology/approachA total of 30 qualitative interviews were undertaken with key informant stakeholders across a variety of organizations within Turkish GI FSCNs. An open, axial and selective grounded theory coding process was used for the analysis, teasing out critical themes that underpinned the conceptual framework.FindingsThe findings identify the formal and informal mechanisms which govern GI FSCNs. These two forms of governance mechanisms influence network performance, which was found to comprise logistics, production, business and socio-economic performance dimensions. Transparency, GI traceability, trust and psychological contract violations were found to mediate the link between governance and network performance outcomes.Originality/valueTo the best of the authors’ knowledge, this study is the first to explore GI FSCNs from the perspective of relationship marketing and through the lens of social exchange and social capital theory. Accordingly, both academics and practitioners can benefit from the study, as it unveils relevant relational factors underpinning such networks.

Revisiting the satisfaction–loyalty link in retail banking – An emerging market perspective

Orientation: Revisiting the satisfaction–loyalty link is critical to better understand the driving factors of satisfaction and loyalty. This is especially true considering the increasing competitive nature of South Africa’s banking industry.Research purpose: The study revisits the satisfaction–loyalty link and the mediating effect of affective and calculative commitment on the satisfaction–loyalty link.Motivation for the study: Numerous scholars have explored and proposed different pathways to enhance the satisfaction–loyalty link in multiple contexts and industries. To date, there is, however, no clear pathway in a business-to-consumer (B2C) context and further research is required on how to strengthen this link.Research approach/design and method: A quantitative descripto-explanatory study that is cross-sectional in nature was used to collect empirical data from 871 banking customers in South Africa purposively selected using interviewer-administered questionnaires. SmartPLS 3.2.7 was used to test the direct effect (H1–H4) and Hayes Process Macro for SPSS (Model 4) was used to test the indirect effects (H5 and H6).Main findings: Satisfaction has a significant and positive relationship with affective and calculative commitment, and calculative commitment in turn has a significant and positive relationship with loyalty. Both affective and calculative commitments partially mediate the relationship between satisfaction and loyalty.Practical/managerial implications: The importance of affective commitment in the relationship between satisfaction and loyalty among customers of South African retail banks is highlighted.Contribution/value-add: This study provides an enhanced understanding of the importance of affective and calculative commitment in strengthening the satisfaction–loyalty link.

Progress in Digital Climate Governance in China: Statistical Measurement, Regional Differences, and Dynamic Evolution

The capacity for climate governance is crucial for sustainable advancement, with data elements being a pivotal production factor in contemporary governance. This study examines the trajectory and strategy of digital transformation in climate governance, creating a three-dimensional dataset encapsulating 11 primary and 36 secondary indicators to facilitate the assessment of digital climate governance. Employing spatiotemporal analysis and coupling coordination models, this study evaluates the digitalization levels in climate governance across 30 regions in China, examining how to progress digital integration from governmental and market perspectives. Findings reveal a consistent improvement in China’s regional digital climate governance, bolstering economic and social progress. Nonetheless, regional disparities and developmental lags persist, with convergence analysis indicating a divergence trend in provincial climate governance capabilities. Moreover, kernel density and Markov chain analyses suggest an ongoing evolution in regional digital climate governance efforts, aiming at achieving a higher development plateau. The study emphasizes the dual role of government and market dynamics in boosting digital governance levels, deducing from two-stage regression that effective government-market interplay is vital for elevating governance quality and fostering new productive forces, recommending an integrated governance mechanism for optimal synergy.

Managerial approaches to blockchain technology adoption in the rail freight sector: An emerging market perspective

Modern supply chains demand adaptability driven by the globalization of production and markets, the fourth industrial revolution (4IR) and recent events such as the unexpected closure of the Suez Canal, the Russia-Ukraine war, and the Covid-19 pandemic. Investing in digital supply chain technologies boosts end-to-end visibility, mitigates risk, and improves the resilience of supply chains. Many disruptive technologies are currently changing the business landscape in Africa. However, Africa has traditionally been an adopter rather than a pioneer of technologies for business development. Although there has been an increase in the use of blockchain technology in various industries, there is still a challenge of understanding how the technology can be applied in the South African rail supply chain context. Thus, it is crucial to investigate how managers perceive the technology and how this understanding affects the decision to use the technology in the rail freight Container Corridor. A gap exists between the understanding, organizational support and benefits of the technology and its application within the corridor. A case study approach was utilized to collect primary data obtained through a structured self-administered survey questionnaire. The main findings of the study were that the understanding of blockchain influenced managers perceptions and willingness to adopt the technology. While the railway operator was committed to implementing blockchain, other operational constraints and inefficiencies still present on the corridor were impediments to further investigation. Furthermore, potential benefits and challenges, costs and resources required as well as the impact on current operations and workings were highlighted by management as important decision-making factors. The study provides valuable insights into disruptive technologies applications within the transport supply chains. It substantiates the significance of how managers view blockchain as a technology to address various challenges as well as enhance operations within the South African freight rail sector.

Study-abroad decision-making – Combining marketing and behavioral economics perspectives

Student mobility has grown substantially in the past decades. Study abroad opportunities provide long-lasting advantages for students but, at the same time, represent complex decisions for applicants, usually involving a high degree of uncertainty. This paper aims to obtain a deeper understanding of study-abroad decision-making in higher education by combining marketing and behavioral economics perspectives. The authors conducted in-depth interviews with North African scholarship holders and adapted the customer journey framework to a study abroad decision context. Three stages of the customer journey were considered: the pre-application stage, the application stage, and the post-admittance stage. Loss aversion, group identification, social norms, endowment effects, and priming, as core concepts from behavioral economics, were identified and enriched the practical implications of the customer journey framework. Higher education institutions may benefit from our findings when designing their communication and recruiting strategies.

Navigating emerging trademarks issues for sport brands in the metaverse

Navigating emerging trademarks issues for sport brands in the metaverse

Assessing the Impact of e-Levy on Perceived Value and Customer Satisfaction of Mobile Money Innovation in Ghana

The study examines the effect of e-levy on the perceived value and customer satisfaction of mobile money innovation in Ghana. The study employed a quantitative approach using a sample of 500 mobile money users across the Greater Accra metropolis. The study utilized structural equation modeling (SEM) to conduct explorative factor analysis (EFA), confirmatory factor analysis (CFA) and hypotheses testing to generate the results of the study. The study found a significant positive relationship between perceived value and customer satisfaction. However, e-levy negatively moderates the relationship between perceived value and customer satisfaction. The study is the first of its kind to investigate the role of e-levy on user perceived value and customer satisfaction from a marketing perspective within a specific industry context. The study offers managers of mobile money service providers a helpful guidance for developing and implementing policies that increase customer satisfaction and business sustenance.

Pengaruh Direct Marketing terhadap Keputusan Pembelian pada Live Streaming Tiktok dengan Kepercayaan sebagai Variabel Moderasi dalam Perspektif Bisnis Islam

The development of the times is constantly changing, marked by the existence of various applications that have online promotion and sales features. competition in online sales is getting tighter, making online business people look for the right strategy to market their products, such as in the TikTok strategy application so that consumers are easy to make a purchasing decision, namely with its latest feature, namely live streaming, which can be seen from direct marketing and trust. The purpose of this study was to determine the effect of direct marketing on purchasing decisions with trust as a moderating variable in an Islamic business perspective. This research uses quantitative methods. Data collection techniques in literature review, questionnaires and Likert scales. The population used in this study is generation z in Bandar Lampung City. Sampling in this study using purposive sampling technique. The number of samples used, determined by the formula according to Widianto, amounted to 97 respondents. The data analysis method uses Partial Last Scructural Equation Modeling (PLS-SEM) and data processing using smartPLS software. The results of this study indicate that there is a positive and significant influence between direct marketing on purchasing decisions. And trust does not moderate the relationship between direct marketing and purchasing decisions. In the perspective of Islamic business direct marketing on purchasing decisions on live streaming tiktok has implemented the principles of Islamic business ethics, including unity, balance, free will, responsibility, and benevolence so that it is something that Muslim business people need to pay attention to.

Eye Tracking as an Instrument in Consumer Research to Investigate Food from A Marketing Perspective: A Bibliometric and Visual Analysis

Eye tracking plays a crucial role in consumer research. The aim of this work is to present the statuses of studies that used eye tracking as an instrument in consumer research to investigate food from a marketing perspective. For this purpose, a bibliometric review of 118 articles from the Business Source Premier and Web of Science Core Collection database was compiled. The bibliometric review provides information on publication trends, leading authors, collaborative networks, journals, institutions, countries, articles, keywords, and themes investigated. Publications in the research field have appeared since 2011, primarily in Europe, the United States, and Uruguay. Three areas of research streams were identified: (1) how consumers became aware of and chose food, (2) nutritional information and its impact, and (3) how food information and its visual attention led to certain consumer behavior. The bibliographic review summarized past research directions and, thus, identified possibilities for future research streams.

The Role of Packaging Design in Influencing Purchase Decisions and Sales with Special Reference to Parle Company

The Role of Packaging Design in Influencing Purchase Decisions and Sales with Special Reference to Parle Company

Social Marketing Perspective on Participant Recruitment in Informatics-Based Intervention Studies.

Effective recruitment strategies are pivotal for informatics-based intervention trials success, particularly for people living with HIV (PLWH), where engagement can be challenging. Although informatics interventions are recognized for improving health outcomes, the effectiveness of their recruitment strategies remains unclear. We investigated the application of a social marketing framework in navigating the nuances of recruitment for informatics-based intervention trials for PLWH by examining participant experiences and perceptions. We used qualitative descriptive methodology to conduct semi-structured interviews with 90 research participants from four informatics-based intervention trials. Directed inductive and deductive content analyses were guided by Howcutt et al.'s social marketing framework on applying the decision-making process to research recruitment. The majority were male (86.7%), living in the Northeast United States (56%), and identified as Black (32%) or White (32%). Most participants (60%) completed the interview remotely. Sixteen subthemes emerged from five themes: motivation, perception, attitude formation, integration, and learning. Findings from our interview data suggest that concepts from Howcutt et al.'s framework informed participants' decisions to participate in an informatics-based intervention trial. We found that the participants' perceptions of trust in the research process were integral to the participants across the four trials. However, the recruitment approach and communication medium preferences varied between older and younger age groups. Social marketing framework can provide insight into improving the research recruitment process. Future work should delve into the complex interplay between the type of informatics-based interventions, trust in the research process, and communication preferences, and how these factors collectively influence participants' willingness to engage.

Culture Production and Consumption in Post-COVID Era: A Meta-Analysis of OTT Industry in India

Web series and video on demand services destabilised and efficiently replaced popular entertainment in the past one year, due to the coronavirus disease (COVID-19) pandemic. The subsequent lockdown not only impacted the traditional creative industries, such as TV and films, but it has also catalysed the way narratives are produced and consumed over the internet. Narratives on the web have been posing challenges to traditional storytelling since the past decade, but the changes in the Indian market have been slow until this year. The industry has also been studied extensively from the perspective of various disciplines, film studies, marketing, psychology, and communication being a few of them. These studies have elaborated upon the evolution of the industry, its popularity, challenges and roadblocks specifically in relation to the Indian market. The study in concern tries to trace the evolution of the industry in comparison to the predictions. It tries to verify if the predictions and scope have been met by trajectory and what quantum of growth can be credited to the COVID pandemic lockdown period. This research starts with gathering studies conducted on the industry, specifically in the Indian market, since its existence. With the help of a qualitative meta-analysis, this paper tries to analyse the trends and trajectories predicted vis-a-vis the actual growth in numbers over the years, specifically in the post-COVID era. Researchers aim to suggest a model on the production–consumption patterns and the functioning of the industry.

Market Insight and Strategy of Outdoor Sports Brand for New Media Marketing

This study studies different outdoor brands from the perspective of new media marketing. As the number of social media users and the impact on the market continues to expand, creating a new media marketing strategy that is more in line with the brand itself has become a decisive factor for the sustainable development of the brand in the future. In the process of analyzing these three brands, this study first introduces their brand positioning and consumer types, then analyzes the advantages and disadvantages of their new media marketing strategies, and provides measures to improve their current new media marketing according to each brand. By fully integrating the concept of new media marketing with the dynamic demand of the market, this study can not only provide reference for other outdoor brands, but also enable brands in other fields to develop more effective new media marketing strategies according to their own conditions. Finally, through the analysis of new media marketing, this study will once again emphasize the current influence of new media marketing in the market, and the trend of gradual expansion in the future market development process.

Social media influencers helping the world? uncovering their advantages and tipping factors in cause-related marketing

While social media influencers have manifested their convertible marketing value in sponsorship deals, brands and non-profits have also been experimenting with them to promote social causes. Whether and how influencers’ traits that contribute to their commercial success also translate to cause-related marketing is yet understudied. This research investigates the specific traits and factors that help to explain influencers’ strengths in cause-related marketing through a qualitative approach via conducting in-depth interviews. Drawing on source credibility, parasocial relation, and congruence effect, this research identified several factors that potentially contribute to followers’ receptivity toward prosocial behaviors promoted by influencers, including source credibility, parasocial relation with followers, followers’ wishful identification, and different levels of congruence (influencer-cause fit, follower-cause fit, and consistency among causes). We further explore how followers perceive influencers’ promotion of prosocial behaviors from a marketing perspective. This research contributes to our understanding of the advantages of influencers in cause-related marketing, and advance knowledge on source credibility and congruence theory in the context of influencer marketing.

Digital Marketing and Competitive Advantage: Moderated by Digital Transformation

This study aims to determine the development of competitive advantage studies from a digital marketing perspective as a variable influencing factor, besides that the digital transformation variable is also placed as a moderating variable. The approach used is descriptive quantitative using a questionnaire as a data collection tool which is distributed to 205 SMEs in West Java Province, Indonesia. Structural Equation Modeling with simple moderation is used in analyzing data that has been collected, which has previously been tested for validity by Confirmatory Factor Analysis. This study found that digital transformation variables are able to mediate the effect of digital marketing on the competitive advantage of SMEs in West Java province, Indonesia. This is something new or new, because there has been no previous research that places digital transformation as a moderator variable for the influence of digital marketing on competitive advantage. This research has the opportunity to conduct more in-depth studies on larger units of analysis or in more complex industries, so that more interesting and useful things will be found in scientific development efforts, especially in the field of management science.

Essential elements of a city offer addressed to digital nomads: The perspective of territorial marketing


 
 
 The digital nomad lifestyle has become one of the fastest-growing trends in the labor market in recent years. Digital nomads, people settling in a city as its residents for several months before changing their location again, are active consumers of the city’s offer, which profits the host territorial unit. This specific group of customers requires designing a separate communication of the city offer, increasing the probability of choosing a given city as the next destination. The article aims to identify the significant elements of the city’s offer from the perspective of digital nomads. These data were collected based on the literature (scoping review method) and then summarized. The author identified key aspects related to the expectations of nomads towards the destination and the barriers encountered during the stay.