Products In Market Research Articles

Properties of Hydrochar Derived from Arabica Coffee Agro-Industry Residues under Wet Torrefaction Method

This study utilized coffee cherry residues, which is an abundantly available source of biomass in Indonesia. One of the methods to utilize coffee plantation residues effectively is wet torrefaction. This method is well-known as a hydrothermal method, where the biomass conversion process uses liquid as a medium and reactant in the process. The objective of this work was to develop an effective procedure for converting coffee agro-waste into marketable products using hydrothermal technology. The information related to changes in physical and thermal properties were explored in this work. To achieve the research objectives, three main steps were performed, i.e., feedstock preparation, wet torrefaction, and hydrochar characterization. Two types of feedstocks were studied in this work, coffee parchment and coffee pulp. In the wet torrefaction process, each feedstock was treated using two types of solutions, i.e., distilled water and acetic acid, at different concentrations. The reaction was carried out in an autoclave with a pressure of 2 bar (g) and an operating temperature of 130 ℃ for 2 hours. The properties of the hydrochar products were then analyzed using various methods, including bomb calorimetry, SEM, density, TGA-DTG, and hydrophobicity analyses. Overall, the results indicated that the hydrochar produced under acetic acid solution had better characteristics compared to that treated under distilled water. In terms of fixed carbon content and calorific value, the values increased up to 25.3% and 4,603 kcal/kg, respectively. Enhanced hydrophobicity was only observed in the coffee parchment hydrochar, where the average time required to adsorb water was 146.6 s, which can be categorized as strongly hydrophobic.

Pregnancy influences on the rumen environment of Angus heifers differing in feed efficiency

With an expected increase in population by 2050, the demand for high-quality protein for human consumption will increase. To improve the sustainability of US cattle production, producers and researchers have historically focused on improving the feed efficiency of steers through improvements in genetics, nutrition, and microbiome management, producing a more marketable beef product. However, without a successful pregnancy, there would be no marketable animal to feed. The objective of this study was to examine the impact of pregnancy on the rumen environment, microbial communities, and the correlation to feed efficiency status in Angus heifers. Utilizing 17 cannulated Angus heifers, feed efficiency status was determined using the GrowSafe 8000 feed intake monitoring system to monitor feed intake for a 70d trial period to calculate residual feed intake. Following the trial, heifers were bred and 40mL rumen fluid and content samples were collected every two weeks during gestation. Metagenomic DNA was extracted from the rumen samples, sequencing libraries were prepared targeting the bacterial V4 region of the 16S rRNA gene, and resultant libraries were sequenced on an Illumina MiSeq. All microbial analyses were conducted in the R environment v2.6.2 where alpha diversity, beta diversity, and differential abundances were determined. Metabolites were identified using ultra high-performance liquid chromatography high resolution mass spectrometry, and Metabolomic Analysis and Visualization Engine was used to select metabolite peaks. Differential abundance analyses using “ANCOMBC” indicated 10 amplicon sequence variants (ASVs), assigned to seven Prevotella and three Succiniclasticum, significantly varied among weeks of gestation (P<0.05). Based on a one-way ANOVA, 90 metabolites were determined significant throughout pregnancy (P<0.05). The 10 metabolites with the highest variable importance of projection scores from a partial least squares discriminant analysis were used to calculate correlations between. Of the 10 ASVs and 10 metabolites, significant correlations with feed efficiency status were found at various time points (P<0.05). The rumen microbiome and its fermentative profile were different at various time points during pregnancy with several correlations to feed efficiency status. Identifying pregnancy-related microbial and metabolite changes may aid producers to anticipate nutritional or management adjustments, ultimately contributing to the sustainability of beef production.

A Tale of an Airlines Company: Towards A Model of Strategy Formulation Through the Lenses of Sustainable Development Goal

Objective: The purpose of this paper is to explore a few insights into the national airlines of Bangladesh (called Biman) and how they can achieve the Sustainable Development Goals (SDG). Further, the paper evaluates the available strategies using IEF, EFE, SWOT, IE & QSPM matrices/techniques as proposed by David & David (2017). Theoretical Framework: IFE (Internal Factor Evaluation) & EFE (External Factor Evaluation (e.g. input stage), SWOT (Strength, Weakness, Opportunity, and Threats) & IE (Internal and External) matrix (e.g. matching stage), and finally QSPM (Quantitative Strategic Planning Matrix) (e.g. decision-making stage) are used for strategy formulation. Method: This study applies a mixed-method approach. Face-to-face interviews with the passengers of London-Dhaka-London are conducted, and additionally, the content analysis of relevant newspapers and journal articles is carried out. Results and Discussion: QSPM finds, that market development (priority-1), offensive strategy (priority-2), and product development (priority-3) are the appropriate strategies for the airline.It would be not easy to generalize the results as the study is based on one public airline company in a particular country (Bangladesh). Research Implications: This study has both theoretical and practical implications. The study demonstrates how to formulate plans using a quantitative method. The result of this study might be beneficial to Bangladesh's Civil Aviation Authority. The recommendations of this study may help generate profits in Biman. Originality/Value: This study contributes to the strategy literature. Strategy development processes for any business, including aviation, may be eye-opening.

Communication Strategies in the Brazilian Beef Supply Chain

Objective: The objective of this study is to investigate how communication strategies influence the competitiveness and sustainability of the beef supply chain in the global market. Theoretical Framework: The main concepts that underpin the research were presented, such as product differentiation, marketing, strategic communication, and sustainability, providing a solid foundation for understanding the context of the investigation. Method: The methodology adopted for this research includes a literature review, with the collection and analysis of data from academic and non-academic sources, including journals, books, news websites, and marketing channels on YouTube from companies in the sector. Results and Discussion: The results indicated that initiatives like the Hilton Quota and Carbon Neutral Beef are effective in differentiating Brazilian products in the global market. The discussion analyzes these findings in relation to the theoretical framework, addressing the difficulty in distinguishing similar products and the lack of investment in branding by slaughterhouses, as well as their implications for consumer perception. Research Implications: The practical and theoretical implications of this research provide insights into how communication strategies can influence sustainability and competitiveness in the beef sector, especially in international markets that value sustainable products. Originality/Value: This study contributes to the literature by addressing the intersection between marketing and sustainability in the beef supply chain, presenting an innovative approach to integrating responsible practices into companies' communication strategies. Its relevance is highlighted by the potential to positively impact both professional practice and academic research in the field.

Decisions on group buying option in a duopoly environment

Group buying has emerged as a distinctive strategy in today's product and service markets, offering low-priced products to a large number of customers. As many sellers now offer both group and individual purchasing options, this pricing model benefits both sellers and buyers, with sellers reducing prices to drive higher sales volume. In this study, we investigate the competition between two retailers selling substitutable products in the same market through both group and individual purchasing mechanisms. The profit function of duopoly retailers is represented, using a game theoretic approach to evaluate the conditions under which group buying is offered. Additionally, we address the challenge of determining individual and group prices, as well as the optimal group size. The numerical analysis reveals that in collectivist-dominated markets, where group buying is easily viable, offering group prices may not be beneficial for retailers. While, in individualist-dominant markets, retailers tend to provide both group and individual prices.

The Influence of Green Marketing Communication and Brand Credibility through the Mediation of Environmental Attitudes and Moderation of Income Levels on Purchasing Decisions of Green Marketing Products in Aceh

The issue of environmental sustainability has become increasingly important, particularly in the context of green product marketing, making it crucial to understand the factors that influence green product purchasing decisions. This study aims to clarify how brand credibility and green marketing communication affect consumer behavior through environmental attitudes and the moderating impact of income levels. Primary data from 300 green product consumers, gathered via a structured questionnaire and analyzed using Structural Equation Modeling (SEM-PLS), reveal several key findings. Brand credibility significantly enhances both environmental attitudes and purchasing decisions, with environmental attitudes playing a critical mediating role in these relationships. Green marketing communication also positively impacts environmental attitudes and purchasing decisions. Additionally, income levels positively affect purchasing decisions but negatively moderate the interaction between environmental attitudes and purchasing decisions. These results underscore the essential role of environmental attitudes in mediating the effects of brand credibility and green marketing communication on purchasing decisions, as well as the nuanced influence of income levels on consumer behavior regarding sustainable products.

Exploring the Relationship Between Time Series of Sentinel-1 Interferometric Coherence Data and Wild Edible Mushroom Yields in Mediterranean Forests

Edible wild mushrooms constitute a valuable marketable non-wood forest product with high relevance worldwide. There is growing interest in developing tools for estimation of mushroom yields and to evaluate the effects that global change may have on them. Remote sensing is a powerful technology for characterization of forest structure and condition, both essential factors in triggering mushroom production, together with meteo-climatic factors. In this work, we explore options to apply synthetic aperture radar (SAR) data from C-band Sentinel-1 to characterize, at the plot level, wild mushroom productive forests in the Mediterranean region, which provide saprotroph and ectomycorrhizal mushrooms. Seventeen permanent plots with mushroom yield data collected weekly during the productive season are characterized with dense time series of Sentinel-1 backscatter intensity (VV and VH polarizations) and 6-day interval interferometric VV coherence during the 2018–2021 period. Weekly-regularized series of SAR data are decomposed with a LOESS approach into trend, seasonality, and remainder. Trends are explored with the Theil-Sen test, and periodicity is characterized by the Discrete Fast Fourier transform. Seasonal patterns of SAR time-series are described and related to mycorrhizal and saprotroph guilds separately. Our results indicate that time series of interferometric coherence show cyclic patterns which might be related with annual mushroom yields and may constitute an indicator of triggering factors in mushroom production, whereas backscatter intensity is strongly correlated with precipitation, making noisy signals without a clear interpretable pattern. Exploring the potential of remotely sensed data for prediction and quantification of mushroom yields contributes to improve our understanding of fungal biological cycles and opens new ways to develop tools that improve its sustainable, efficient, and effective management.

Multifactor Quality and Safety Analysis of Semaglutide Products Sold by Online Sellers Without a Prescription: Market Surveillance, Content Analysis, and Product Purchase Evaluation Study.

Over the past 4 decades, obesity has escalated into a global epidemic, with its worldwide prevalence nearly tripling. Pharmacological treatments have evolved with the recent development of glucagon-like peptide 1 agonists, such as semaglutide. However, off-label use of drugs such as Ozempic for cosmetic weight loss has surged in popularity, raising concerns about potential misuse and the emergence of substandard and falsified products in the unregulated supply chain. This study aims to conduct a multifactor investigation of product quality and patient safety risks associated with the unregulated online sale of semaglutide by examining product availability and vendor characteristics and assessing product quality through test purchases. We used a complex risk and quality assessment methodology combining online market surveillance, search engine results page analysis, website content assessment, domain traffic analytics, conducting targeted product test purchases, visual quality inspection of product packaging, microbiological sterility and endotoxin contamination evaluation, and quantitative sample analysis using liquid chromatography coupled with mass spectrometry. We collected and evaluated 1080 links from search engine results pages and identified 317 (29.35%) links belonging to online pharmacies, of which 183 (57.7%) led to legal pharmacies and 134 (42.3%) directed users to 59 unique illegal online pharmacy websites.Web traffic data for the period between July and September 2023 revealed that the top 30 domains directly or indirectly affiliated with illegal online pharmacies accumulated over 4.7 million visits.Test purchases were completed from6 illegal online pharmacies with the highest number of links offering semaglutide products for sale without prescription at the lowest price range. Three injection vial purchases were delivered; none of the 3 Ozempic prefilled injection pens were received due to nondelivery e-commerce scams.All purchased vials were considered probable substandard and falsified products, as visual inspection indicated noncompliance in more than half (59%-63%) of the evaluated criteria. The semaglutide content of samples substantially exceeded labeled amounts by 28.56%-38.69%, although no peptide-like impurities were identified. The lyophilized peptide samples were devoid of viable microorganisms at the time of testing; however, endotoxin was detected in all samples with levels ranging between 2.1645 EU/mg and 8.9511 EU/mg. Furthermore, the measured semaglutide purity was significantly low, ranging between 7.7% and 14.37% and deviating from the 99% claimed on product labels by manufacturers. Glucagon-like peptide 1 agonist drugs promoted for weight loss, similar to erectile dysfunction medications more than 2 decades ago, are becoming the new blockbuster lifestyle medications for the illegal online pharmacy market. Protecting the pharmaceutical supply chain from substandard and falsified weight loss products and raising awareness regarding online medication safety must be a public health priority for regulators and technology platforms alike.

The humanomics underpinning free market productivity: synthesizing insights from social philosophy, systems thinking, and neuroeconomics

The humanomics underpinning free market productivity: synthesizing insights from social philosophy, systems thinking, and neuroeconomics

Analysis Of Elasticity Of Demand For Processed Agricultural Products In Online Markets, Thailand

Analysis Of Elasticity Of Demand For Processed Agricultural Products In Online Markets, Thailand

FaceReader Insights into the Emotional Response of Douro Wines

Understanding consumers’ emotional responses to wine is essential for improving marketing strategies and product development. Emotions play a pivotal role in shaping consumer preferences. This study investigates the emotional reactions elicited by different types of Douro wines (white, red, and Port) through facial expression analysis using FaceReader software, version 9.0 (Noldus Information Technology, Wageningen, The Netherlands). A total of 80 participants tasted six wine samples, and their facial expressions were recorded and analyzed. FaceReader quantified the intensity of emotions such as happiness, sadness, anger, surprise, fear, and disgust. Arousal levels were also assessed. The results were analyzed through principal component analysis (PCA) to identify patterns and groupings based on emotional responses. White wines evoked more sadness due to their acidity, while red wines were associated with lower levels of sadness and greater comfort. Port wines elicited surprise, probably due to their sweet and fortified nature. Additionally, female participants showed consistently higher arousal levels than males across all wine types. The study highlights distinct emotional profiles for each type of wine and suggests that demographic factors, such as gender, influence emotional responses. These insights can inform targeted marketing and enhance the consumer experience through better alignment of wine characteristics with emotional engagement.

Pengaruh Strategi Pemasaran dan Inovasi Produk Terhadap Keputusan Pembelian pada Furniture Hj Vera di Kota Karawang

This is a The research aims to determine marketing strategies and product innovation on purchasing decisions for Hj Vera Furniture in Karawang City. The method used in this research is a quantitative method, this research was conducted on Hj Vera Furniture in Karawang City with a total research sample of 96 people with the criteria of consumers who had previously purchased Hj Vera Furniture in Karawang City, using a purpisive sampling method. The multiple linear regression analysis model used in this research uses the f test and t test with a significance threshold of 5%. The findings show that there is a partial contribution between marketing strategies and purchasing decisions at Hj Vera Furniture in Karawang City. The research results obtained are the influence of marketing strategy and product innovation on purchasing decisions at HJ Vera Furniture in Karawang City, there is an influence from all variables.

ФОРМУВАННЯ ПРОДУКТОВОЇ СТРАТЕГІЇ ЯК ГОЛОВНОГО ЕЛЕМЕНТА МАРКЕТИНГОВОЇ ТОВАРНОЇ ПОЛІТИКИ

Introduction. Today, when the target market changes, competition increases or the marketing environment changes, the nature and pace of product development must also change. Different markets and competitive situations require different product development cycle lengths, degrees of standardization and support services. All of the above requires a rethinking of the role of marketing product policy, in particular marketing product strategy. The purpose of the article.To investigate the essence of the product strategy, the peculiarities of product marketing, to analyze the foreign experience of forming a product strategy and to build a model of the company's product marketing strategy. Metods. The use of the method of analysis and synthesis of foreign experience in the formation of product marketing made it possible to adapt the model of the company's product marketing strategy to domestic realities. Results A product strategy sets the direction for the business, unites everyone around common goals and reduces waste. Product marketers spend a lot of time solving problems – many of which could be avoided if product goals, priorities and strategies were clear and aligned. In order to better understand who should do what, a model of the company's marketing product strategy is proposed, which includes three components: a strategy for determining product activity (initial activity); product manufacturing strategy (input activity) and sales strategy (output activity). Conclusiоns The structure of product marketing and its functioning depends on the size of the enterprise, the markets in which it operates, as well as the skills and preferences of the people involved. However, in order to achieve success, it is necessary to realize three aspects: decide who and what should be done; understand who is ultimately responsible for the success of each product; a detailed understanding of existing and potential customers and markets. Knowing this helps ensure products are well positioned, customers want to buy them, and sales teams have what they need to sell.

ТОВАРНА ПОЛІТИКА ПІДПРИЄМСТВА ЯК ОБ’ЄКТ МАРКЕТИНГОВОГО АНАЛІЗУ І ПЛАНУВАННЯ

Introduction. For the effective organization of marketing activities of the enterprise, it is important to rationally build a product policy, which is the basis for making marketing decisions related to the features of the product purchase and the mechanism of its promotion from the manufacturer to the end consumer. The purpose of the article is an in-depth study of the theoretical and methodological aspects of the analysis and planning of marketing product policy (PMP) by developing the structure of the enterprise's PMP strategic plan and building a product management model. Methods. Using the method of analysis and synthesis made it possible to propose an own approach to marketing planning of product policy. Results. The article provides a theoretical analysis of literary sources regarding the interpretation of the concept of PMP by various authors, the expediency of marketing analysis and product policy planning is substantiated. Based on the study of foreign experience, the structure of the enterprise's PMP strategic plan was developed. The relationship between the formation of the PMP «roadmap» and the need to check the maturity of the marketing product policy team, which is represented by such entities and processes as management, employees, PMP implementation tools, business processes and production organization, is presented. Conclusions. Improving MTP planning is one of the most important ways to increase the efficiency of the enterprise. It is important to carry out such marketing planning, which helps to substantiate the impact of the enterprise's general corporate strategy, business strategies on the product strategy.

Strategic Technological Innovations Influencing Competitive Advantage Among Micro and Small Enterprises in Nairobi County, Kenya

Purpose: The ability of businesses to integrate information technology in their operations has been found to be an integral driver to their success. Through information technology, firms can utilize technological innovations to strengthen the uniqueness of their products in the market thus enhancing their competitive advantage. However, with limited evidence in the local context especially among the micro and small enterprises which continue to face a continuous decline, it warrants the study to assess how strategic technological innovations have been embraced among the small and micro enterprises and the role the innovations have played in enhancing the competitive advantage of the enterprises. Specifically, the study will examine the influence of enterprise’s IT Capabilities on competitive advantage among Micro and Small Enterprises (MSEs); determine the influence of Technological resources on competitive advantage among Micro and Small Enterprises (MSEs); explore the influence of adopted new technologies on competitive advantage among Micro and Small Enterprises; and establish the influence of Technological Processes and Products (TPP) on competitive advantage among Micro and Small Enterprises (MSEs) in Nairobi County, Kenya. The objectives will be anchored on dynamic capabilities theory, Schumpeter theory of innovation, technology acceptance model and diffusion theory of innovation. Methodology: Using a descriptive research approach, the study will collect and analyse both qualitative and quantitative data. This data was obtained from 386 micro and medium enterprises in Nairobi Central Business District, drawn from a population of 11,245 MSEs registered by the Nairobi City County in the CBD. A questionnaire was the main instrument of data collection, which was pilot-tested for validity and reliability. The collected data was analyzed using descriptive and inferential statistics. Findings: The findings were presented using frequency tables and graphs. In conclusion, the findings emphasize the critical role of technology in driving market expansion, customer engagement, and operational efficiency. The study highlights the importance of strategic support and intervention to address technological adoption challenges. By encouraging technological development and integration, policymakers and other stakeholders can assist MSEs in improving their operations, boosting the economy of Nairobi County. Investing in technological education and infrastructure is essential for MSEs to optimally benefit from TPP in the contemporary digital economy. Unique Contribution to theory, policy and practice: Training and development on how MSEs can use the platforms effectively, online marketing and selling needs to be promoted to help MSEs build their capacities. Therefore, when equipped with the appropriate knowledge and tools, the policymakers can help the MSEs to adopt e-commerce and increase their market access and productivity.

Enhancement of an intumescent fire shield paint from the nanotube rutile mineral for the fire performance of steel structures

Building and construction fire safety is an important issue for the protection of people and property. Research investigates nano-rutile minerals' synergistic role in intumescent fire shield paint (IFSP). A synergistic ingredient was introduced to intumescent fire shield paint to evaluate its impact on char morphology, fire protection test, fire propagation test, and compare it with current market products. A hydrothermal process was used to create a rutile mineral, with various techniques used to describe its structure, size, and composition. Intumescent char was found in a furnace using FESEM and X-ray fluorescence. The results showed that rutile minerals contain a rutile phase and a nanotube structure. The surface of the sample IFSP A's char showed layer and foam structures with homogenous voids during a fire test, indicating a high porosity structure. Large holes and recurring gaps were observed in the char of the IFSP B, C, and D. Sample IFSP A took more time at the structural critical temperature (about 550 o C) than other intumescent fire shield paint samples, making it a barrier layer that effectively shields the metal substrate from heat. The intumescent char residue had the highest C/O ratio of 0.57, indicating the best char yield degree and anti-oxidation abilities. The IFSP A had a phosphorous content of 36.2%, which could combine with phosphorus and TiO2 to form a ceramic barrier. The increased TiO2 in IFSP A suggests that char layers with TiO2 may still contain strong ceramic structures and function as effective thermal protection layers.

Factors Impacting Plant-Based Meat Product Consumption: A Consumer Survey Conducted in a New First-Tier City in China.

In recent years, the worldwide plant-based meat sector has undergone substantial and rapid expansion. The swift advancement of plant-based meat products in the Chinese market is ascribed to changes in customer dietary preferences. To accelerate the rapid expansion of China's plant-based meat sector, it is essential to conduct research on consumer demand trends. Citespace was utilized in this study to conduct a bibliometric analysis of research pertaining to plant-based meat. A study model was then created to analyze the primary elements affecting the consumption behavior of plant-based meat products. This study employs Zhengzhou as a case study to construct a research model to examine consumers' inclination to purchase plant-based meat products. The model is derived from survey data obtained from 570 consumers. The findings indicate that the characteristics of plant-based meat products significantly influence consumers' purchase intentions and consumption behaviors by shaping their perceptual activity. Price rationality, technical security, and flavor richness are three principal factors influencing customer purchasing of plant-based meat products. The perceived value and trust of consumers can somewhat mediate the influence of plant-based meat consumption behavior. This study offers significant insights into purchasing intentions and consumer behavior in first-tier cities in China. The outcomes of this study can provide a beneficial framework for imitation meat producers to improve product development and stimulate customer interest in the plant-based meat market.

Single or Blended Application of Non-Microbial Plant-Based Biostimulants and Trichoderma atroviride as a New Strategy to Enhance Greenhouse Cherry Tomato Performance.

The need to increase yield and enhance the sustainability of crop production systems has led to the development and employment of natural products, such as plant biostimulants. In recent years, a number of reports have researched the effects of biostimulants on plant performance; however, few studies have focused on the mutual application of microbial and/or non-microbial biostimulants. This research, conducted in the framework of the SO.MI.PR.O.N regional project, aimed to investigate the single or mutual application of three biostimulants, a tropical plant extract (PE), a vegetal protein hydrolysate (PH), and Trichoderma atroviride, on 'Creativo' F1 cherry tomato plants cultivated during two growing cycles (2022-2023 and 2023-2024). Our results showed that plants treated with the combination Tricho + PE + PH had statistically significant higher fresh shoot biomass (+64.2%, 1647.0 g plant-1), total fruit production (+37.9%, 1902.5 g plant-1), marketable fruit production (+52.9%, 1778.5 g plant-1), and average weight of marketable fruits (+53.1%, 17.0 g) compared to control plants (untreated plants). Furthermore, biostimulant treatments, especially T. atroviride, variably enhanced cherry tomato fruits' qualitative traits, such as firmness, total soluble solids, ascorbic acid, lycopene, and total polyphenols compared to control plants. Overall, the best combinations to increase tomato fruit qualitative features were PE + PH, Tricho + PE, and Tricho + PH. From an economic point of view, the best treatment for achieving the highest net return was PE. This study underlines that biostimulant features (yield, qualitative aspects, and economic profitability) can be supported through the application of specific biostimulant combinations.

The Impact of Market Orientation, Product Innovation, and Competitive Advantage on the Marketing Performance of Culinary Enterprises

In this study, the impact of product innovation and market orientation on the marketing performance and competitive advantage of micro-entrepreneurs in Kampar Regency's culinary industry will be examined. Additionally, this study assesses how competitive advantage influences marketing effectiveness by acting as a mediating factor between market orientation and product innovation. Tests of the direct and indirect effects between variables are conducted quantitatively using the SEM-PLS (Structural Equation Modeling - Partial Least Squares) analytical methodology. Questionnaires and interviews with micro-entrepreneurs in Kampar Regency's culinary industry were used to gather data. A total of 378 respondents were chosen as relevant samples using the purposeful sampling approach. The findings indicated that competitive advantage was significantly enhanced by market focus and product innovation. Furthermore, marketing performance was significantly improved by competitive advantage, product innovation, and market orientation. Additionally, the link between market orientation and product innovation on marketing success was shown to be reinforced by competitive advantage acting as a mediator.

Exploring the mediating role of brand trust in the impact of digital marketing and online reviews on purchase decisions for beauty products: A case study on students in solo

The rapid development of information and communication technology has significantly altered the way consumers interact with brands. In the digital era, digital marketing has emerged as a primary strategy for companies to reach consumers and promote their products. The beauty industry, in particular, has undergone a major transformation, with digital marketing and online reviews playing crucial roles in influencing consumer purchasing decisions. This study focuses on exploring the mediating role of brand trust in the relationship between digital marketing, online reviews, and beauty product purchasing decisions among university students in Solo, Indonesia. The research aims to provide insights into how brand trust, as influenced by digital marketing and online reviews, impacts consumer behavior. The findings are expected to help beauty brands in enhancing their digital marketing strategies and improving brand trust among young consumers.