Marketing Relations Research Articles

Long-term relationships between users and smart voice assistants: the roles of experience and love

PurposeThis study examines why long-term relationships between expert users and smart voice assistants (SVAs) develop. It postulates that the five dimensions of experience (i.e. sensory, affective, intellectual, behavioural and relational) generate feelings of love for SVAs. The formation of love is examined considering three components: passion, intimacy and commitment. These feelings encourage users to continue employing and to generate long-term relationships with SVAs.Design/methodology/approachData from a survey of 403 USA expert users of SVAs provide the input for structural equation modelling.FindingsThe results show that three dimensions of experience influence users’ passion towards SVAs: affective, intellectual and behavioural. Moreover, passion can convert the effect of users’ experiences into intimacy and commitment. Finally, intimacy and commitment increase users’ intentions to continue using SVAs.Originality/valueThe findings obtained make three original contributions. First, this study is the first to analyse expert users of SVAs and the post-technology adoption stage. Therefore, it introduces a new case of relational marketing in smart technologies. Second, this study contributes by applying a new theoretical perspective that evaluates the importance of users’ experiences with SVAs. Third, it takes an interpersonal approach to explore user-SVA interactions, revealing that users can develop human-like love feelings for SVAs.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2022-0570

Public Relations Marketing Strategy in Building Brand Awareness Using Product Bundling

Digital media as a marketing platform today results in increased business competition to capture market share. This research aims to analyze whether using PR marketing strategies, specifically bundled products, can increase brand awareness. The study is descriptive qualitative research, utilizing primary data collected through observation and interviews. The sample consists of 20 respondents, including staff, Anak Panah Kopi employees, and public members in Salatiga. The results concluded that the public relations marketing activities by Anak Panah Kopi to increase brand awareness can be seen in the push and pull strategies. Push strategy uses an interpersonal approach to customers by prioritizing good service. While implementing the pull strategy, Anak Panah Kopi innovates products, provides discounts and bundling promos, collaborates with several influencers, and conducts marketing campaigns by displaying exciting content on Instagram social media to market its products.

Сенсорный маркетинг в условиях диджитал-экономики

In the context of the increasing complexity of marketing relations associated with the transformation of understanding the role of the consumer, the issues of a deeper study of consumer behavior and its features in the “black box” model are of particular importance, since understanding consumer motives and reactions to marketing incentives will contribute not only to sustainable production and sale of goods, increasing the effectiveness of marketing solutions and maximizing profits in the long run, but also to the fast search and selection of goods by consumers that really meet their needs. The development of sensory marketing, taking into account the emergence of new neuromarketing technologies, meets the challenges of modern society. Previous studies of the influence of sensory stimuli on consumer behavior, as a rule, focused on the use of traditional marketing tools (observation, survey, focus groups, etc.), as a result of which only one-sided results of visible consumer reactions were obtained, which do not always reflect their true intentions to purchase a product. Marketing concepts in the context of changing market relations during the transition to a post-industrial society are examined; identifies the place of sensory marketing in the digital economy and its importance in the transformation of society into a humane community, shows the relationship between sensory marketing and neuromarketing, the use of technological tools which will allow to obtain hidden neurophysiological reactions of consumers to marketing incentives, which will provide a comprehensive an approach to evaluating incentive triggers in the purchase decision-making process. The role of neuroethics in conducting these studies is indicat.

The Role of Innovative Marketing in Achieving Competitive Advantage of Yemeni Pharmaceutical Companies

The study aimed to identify the role of innovative marketing in achieving competitive advantage for Yemeni pharmaceutical manufacturing companies. It employed a descriptive-analytical approach, and to achieve the study's objectives and test its hypotheses, a questionnaire was constructed to collect primary data from the study population of 140 employees in Yemeni pharmaceutical manufacturing companies. A comprehensive sampling method was chosen for all marketing managers, their supervisors, and sales representatives. The questionnaires valid for analysis were 112, and the data were statistically processed using SPSS. The study revealed that there is a significant interest among the studied companies in practicing innovative marketing across its various dimensions. The studied companies also show a high interest in achieving competitive advantage in all its dimensions. It was found that there is a positive role for innovative marketing in achieving competitive advantage. Furthermore, the study revealed a significant interest from the studied companies in offering innovative products and products with different shapes and packaging. The study recommended the necessity of investing in the influential relationship of innovative marketing in achieving competitive advantage, which contributes to enhancing their performance and sustainability by strengthening their innovative marketing capabilities and skills, and thus positively impacting their competitive advantage.

COVID-19 pandemic: advancing international marketing theory and guiding practice

Purpose This paper has a dual purpose. The first is to provide a thorough analysis of developments in international marketing in relation to the coronavirus disease 2019 (COVID-19) pandemic; the second is to capitalize on these developments to set an agenda for future research in the field of international marketing.Design/methodology/approach This paper zooms in on and reviews the 18 papers published in International Marketing Review’s (IMR) Special Issue on “Covid 19: advancing international marketing theory and guiding practice” (2023, volume 40, issue 5). It also integrates recent research at the intersection of international marketing and the COVID-19 pandemic.Findings The paper highlights five areas that embody significant contemporaneous changes brought about by the COVID-19 pandemic and affect international marketing practice. These include (1) shifts in consumer behavior, (2) digitalization and artificial intelligence, (3) disruptions in supply chains, (4) communication and corporate social responsibility (CSR), and (5) international dynamic marketing capabilities. In order to advance international marketing theory in relation to pandemics and other external crises, the paper establishes research directions for each of these areas.Originality/value The paper provides a novel and comprehensive categorization of fundamental shifts caused by the COVID-19 pandemic and lays out a research roadmap to advance research in the field of International Marketing (IM). Important implications for practice are also discussed.

Evaluation of Social Media Tools in Health Tourism Marketing with Multi Criteria Decision Making Methods

Today, countries are turning to alternative tourism types due to the destructive and corrosive effect of mass tourism. Various factors in the global market affect consumer preferences and shape their demands. This situation leads countries to seek alternative tourism types. While developed countries tend to focus more on sports tourism, the rising value of health tourism stands out for developing countries. The high costs of healthcare services in developed countries, waiting times, and the lack of many health services offered by insurance companies lead consumers to outsource their helthcare needs. Relationship marketing plays a key role in health tourism services, and consumers seek first-hand answers to their questions. The health sector's sensitive and complex structure informs and raises consumers' awareness on the axis of relational marketing dimensions. This study aims to via multi criteria decision making to determine and rank the social media channels used in health tourism marketing. While the criteria weights are determined by the Best-Worst Method, the priority order of social media channels is determined by COmbinative Distance-based ASsessment. Expert opinions were consulted during the criteria determination and the ranking of the alternatives. As a result of the analyses, the importance of social media is emphasised once again. Social media tools, especially through mobile application applications, shape the age with the audience it reaches, the distribution between regions, the time spent and the information transmitted. The need for socialisation accelerates the development of technology with the rapid orientation of people towards this field. In this case, youtube, which has gained momentum with the number of users and the use of visual and auditory elements together, holds the leadership in the reflection of relational marketing on health tourism today, as it creates space for all segments, even though information pollution is experienced.

Author Meets Critics: Buy Now: How Amazon Branded Convenience and Normalized Monopoly

Abstract: In this book discussion, a panel of advertising, communication, and media studies scholars meet with Emily West to discuss her 2022 book Buy Now: How Amazon Branded Convenience and Normalized Monopoly (MIT Press). The conversation unpacks key concepts from the book, such as platform capitalism, affective branding, and distribution fetishism, which examine how Amazon's unique approach to scaling its business and normalizing surveillance has made it a dominant global entity. West emphasizes Amazon's focus on service and relational marketing, contrasting it with aspirational brands like Nike or Coca-Cola. The group focuses on the book's exploration of the "served self," a consumer subjectivity shaped by convenience-driven platforms, and how Amazon's practices reduce consumer decision-making power. They also explore Amazon's global expansion strategy, noting its success in India and failure in China, and its influence on retail markets worldwide. The talk also touches on Amazon's branding and advertising strategy, particularly its use of algorithms to control product visibility, and its expanding role in digital advertising, such as displaying ads on Echo Show devices. The participants reflect on how West's book can be used in teaching to help students understand corporate monopolies, platform power, and consumer culture in the digital age.

Pengaruh Citra Perusahaan dan Pemasaran Relasional Terhadap Keputusan Pembelian Mobil

This study aims to find out how the influence of corporate image and relational marketing on consumer purchase decisions. The sample in this study is 78 people who use CV services. Zia car Banda Aceh. This study is a survey research with a quantitative approach, using the multiple linear regression analysis method with the help of the SPSS program. The results of this study show that the corporate image (,X-1.) has a positive influence and a significant level below 0.05, namely (0.00 < 0.05) or ,H-a . is accepted on the consumer's purchase decision (Y) on CV. Zia of Banda Aceh car partially (ttable > tcal value or 4,512 > 1,664). Relational marketing (,X-2.) has a positive influence and a significant level below 0.05 namely (0.015 < 0.05) or ,H-a . is accepted on the consumer's purchase decision (Y) on CV. Zia of Banda Aceh car partially (tcount value > ttable or 2,492 1,664). The most dominant variable has an influence on consumer purchase decisions (Y) on CV. Zia car Banda Aceh is a variable of the company's image (,X-1.) with a ttable > tcount value or 4,512 > 1,664 and the smallest significant value 0.00. The results of the F test show that the variables of company image (,X-1.) and relational marketing (,X-2.) together have a positive and significant effect on consumer purchase decisions (Y) on CV. Zia car Banda Aceh. Based on the results of the research, the author suggests that the quality of service can be improved and maintained so that consumers are not disappointed with the service and consumers will be loyal to continue buying used cars at CV. Zia Car Banda Aceh.

A fuzzy approach to determining antecedents to green cosmetic consumption in India

PurposeHeightened public concerns for the global environment due to human overexploitation have given rise to many green product initiatives by businesses. Green cosmetics (GC) are products developed and marketed based on ecological sustainability and have shown increasing consumer appeal worldwide. The current research investigates the antecedents of green cosmetics consumption among Indian GC users, hitherto un-investigated comprehensively.Design/methodology/approachThe study is a cross-sectional pairwise comparison of green evaluation criteria for cosmetics using an expert panel of thirty Indian cosmetic users using a fuzzy analytic hierarchy process (F-AHP) and investigate the impact of a comprehensive list of antecedents on the multi-criteria category consumption decision.FindingsThe study results indicate that perceived consumer effectiveness is the most critical factor for green cosmetics consumption in India, followed by brand trust, behavioural control, and environmental effectiveness. The least important factors are price and social norms.Research limitations/implicationsAs the GC category is at nascent stage in India the investigation is limited to the GC category innovators – a set of people high in intellectual and financial resources. The study is also limited to women users as the male cosmetic market in the country is still very small.Practical implicationsThe study results can help marketers in designing and implementing GC related marketing strategies to deliver higher customer value to the target segment. Academicians can use the study results for better prediction of category related behaviour of consumers.Social implicationsThe study results will help promote GC category adoption and usage which can benefit the environment and consumer health.Originality/valueThe study contributes to literature and practice by assessing a comprehensive set of critical antecedents to GC adoption using a novel approach of F-AHP and an expert user panel. The study results offer insights to marketers that can be used to develop suitable strategies to convert non-GC users into GCs in India and similar markets, improving category penetration and benefitting marketers, retailers, users, and the environment.

NURTURING CUSTOMERS LOYALTY ON ISLAMIC BANK: THE ROLE OF SATISFACTION AND TRUST AS MEDIATION

Introduction: Customer loyalty is a fundamental point in relational marketing that must be maintained and maintained by service providers. The urgency of nurturing loyalty of customers is the goal of this research, namely by developing a framework of customer loyalty in shariah banks using the antecedents to be tested. Method: A total of 250 Indonesian Islamic bank customers in Central Java were used as respondents taken using a convenience sampling technique. The collected data were tested, and the data were analysed using SEM with the AMOS statistical software. Result: The finding of the study shows from the nine hypotheses, there are six hypotheses accepted and three hypotheses rejected. High intrinsic religiosity of customers will increase customer satisfaction, trust and loyalty. Meanwhile, extrinsic religiosity is only able to make customers believe in Islamic banks, but is unable to influence satisfaction and loyalty. Other findings show that customer loyalty is based on their trust in Islamic bank services but is not directly influenced by satisfaction. Conclusion and Suggestion: Meanwhile, customer trust in Islamic banks is formed because of their satisfaction with the service. Although satisfaction is not significant on loyalty, its impact can affect trust, and trust is the key to increasing loyalty. This study's findings offer a new perspective on Islamic bank marketing strategies. By promoting proper service, product development, and operational excellence, these strategies can help build customer trust.

The influence of Cause related marketing campaigns on purchase intention: the mediating role of brand image and the moderating role of consumer skepticism

Cause-related marketing campaigns (CrM) were increasingly becoming a common feature of corporate marketing programs. Cause-related marketing is a marketing tool to increase business profit and serves society by corporate social responsibility. This study aims to investigate the influence of cause-related marketing campaigns on purchase intention; mediating the role of brand image and moderating the role of consumer skepticism. Data was collected from Punjab province through a survey questionnaire data from 362 general public. Smart-PLS was used for data analysis. The study results indicated that cause-related marketing campaigns (CrM) have a positive impact on purchase intention. The purchase intention (PI) has also a significant effect on brand loyalty. Brand image (BI) was found as a partial mediator furthermore it was seen consumer skepticism has a significant negative impact on the relationship between cause-related marketing campaigns and purchase intention.

Sports Participants' Intentions to Use Digital Technology for Sports Participation: A Behavioral Reasoning Theory Perspective

The use of digital technology in sport is an inevitable trend, but the behavioral decision-making process of sport participants using digital technology for sport participation is unclear. This study used behavioral reasoning theory to develop and validate a theoretical model that analyses participants’ behavioral cognitive decision-making by considering both reasons for adoption and against adoption and in doing so, explains sport participants’ behavioral decision-making in using digital technology for sport participation, which is a theoretical extension of existing innovation frameworks in sport management and marketing. The study found that respondents’ reasons against adoption the use of digital technology for sport participation had a greater influence on their attitudes and behavioral intentions, with perceived hedonism and barriers to use being the dominant factors in the reason for adoption and against adoption, respectively, and participants’ values significantly influencing the reasons for adoption and against adoption the use of digital technology for sport participation. This study provides unique insights for developers and related marketing promoters of digital technology applications in sport, and in expanding the impacts associated with the use of digital technology in sport, it is necessary to clarify the reasons for adoption and against adoption, and to consider the values of the participants, so that the combination of digital technology and sport can better meet the actual needs of the participants.

Growing Insight In Public Relations Marketing In Housewives Who Are Owners Of Small Micro Businesses In Bulusan Semarang City

: To be able to become a strong and reliable entrepreneur, hard skills and soft skills are needed, this is also needed by micro-small businesses. Marketing public relations is needed as knowledge to open insight for every entrepreneur so that they can develop, because knowledge about marketing public relations will support success in producing and marketing products through product image and business image. Based on observations of micro-small scale businesses in Bulusan Subdistrict, Tembalang District, Semarang, suboptimal business performance is related to limited knowledge about creating product images and business images to build relationships with consumers and understand their needs. By developing insight into marketing public relations, it is hoped that they will become aware of the strategic role and importance of product image and business image, so that they will ultimately be able to market products/services to meet consumer needs in a sustainable manner. Keywords: insight into marketing public relations, business image, product image

Pengaruh Pemasaran Relasional dan Citra Merek Terhadap Loyalitas Pelanggan Pada Waralaba Internasional di Tengah Konflik Palestina

Boycotting products has become a phenomenon that has garnered global attention, especially in the context of the conflict between Israel and Palestine. As one of the largest fast-food brands in the world, McDonald's has been targeted for boycotts by several groups and individuals who oppose the company's policies and practices perceived to be involved in the conflict. This research aims to analyze the influence of relational marketing and brand image on customer loyalty in international franchises amid the Palestinian conflict. The study uses purposive sampling techniques with a Likert scale distributed to 100 McDonald's consumers via Google Forms, tested using IBM SPSS Statistics 26. The results of the study indicate that the variable of relational marketing does not have a positive and significant effect on customer loyalty. However, for the second hypothesis, brand image has a positive and significant effect on customer loyalty. It can be concluded from the test results that the variables of relational marketing and brand image simultaneously have a positive and significant effect on customer loyalty.

Interaction of marketing and logistics activities of enterprises in the context of the challenges of the modern business environment of Ukraine

In the article, the directions of implementation of marketing and logistics activities in relation to increasing the control of the enterprise over the subjects and conditions of its external microenvironment were determined. Marketing was presented as a system of information interaction of the enterprise with the external environment, and logistics was presented as a system of establishing business relations with the external environment by constructing logistics chains. For both types of activity, the impact on the external microenvironment comes down to stimulating the desired behavior of subjects with whom the enterprise interacts with the help of informational, organizational and economic levers. The content of logistical support of the enterprise’s marketing activities based on the "7Ps" concept was detailed. It is shown that the support involves, among other things, the use of logistics services resources to perform specific marketing tasks. The content of marketing and logistics measures aimed at ensuring the sustainability of business in an unfavorable business environment in both cases is reduced to the formation of alternative options for resource provision of the corresponding type of activity, optimization of costs and diversification of goods/markets. The study was conducted of the dynamics of changes in the share of relevant types of economic activity in the total volume of products sold, the profitability of operational activities, assessment of changes in the business situation in the field of services, the volume of sold innovative products, costs for innovations. The results show the sufficient potential of the relevant components of the market infrastructure in terms of supporting domestic business entities, and indirectly indicate the sufficient potential of marketing and logistics activities of Ukrainian enterprises in terms of ensuring economic activity in the conditions of an unfavorable business environment.

An Evaluation of Digital Marketing in Critique

Opinions on a few current and forthcoming marketing trends are discussed in this article. Recent literature and events in the business sector serve as the basis for the material. The study's foundation is secondary data. The research utilises published and online literary sources. Numerous papers, studies, reports, newspapers, magazines, webpages, and online data have all been examined. In India, there has been a significant shift towards digitization. More and more consumers are turning to the internet instead of traditional or conventional means while looking for the greatest offer from suppliers around India. We found in this study that digital marketing services, including search engine optimisation (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, e-commerce marketing, campaign marketing, and social media marketing, can be very beneficial to businesses. These services are also becoming more and more common as technology advances and include e-books, optical discs, games, and social media optimisation. It has been shown that Facebook and WhatsApp have connected us all, and that social media's growing popularity is giving digital marketers new ways to reach out to consumers online. Understanding why consumers produce content about a brand or shop is crucial because it gives us a better understanding of the factors that drive user behaviour. Digital marketing is very economical and beneficial to the company's bottom line. This study supports the notion that understanding the social media platforms that a company's target market uses is another important component of successful online marketing. It is possible to analyse the efficacy of Internet marketing in relation to various businesses. The study may be expanded to examine internet marketing strategies tailored to different types of organisations. Keywords: - Digital marketing, social media, internet, marketing trends, and digitization

Sustaining Success in B2B Partnerships: Exploring Intention to Continue the Relationship

This study aimed to analyze the influence of service quality, relationship marketing, perceived value, and satisfaction on intention to continue relationships in the business-to-business context of lubricant companies in Indonesia. We utilized the theoretical perspectives of the Social Exchange Theory and Expectation–Confirmation Theory. The research sample comprised 135 distributors of lubricant companies in Indonesia selected through saturated sampling. Data collection employed a survey method, and data were analyzed using PLS-SEM. The results indicate that service quality and relational marketing significantly affect perceived value while perceived value significantly influences satisfaction. However, the direct influence of perceived value on the intention to continue relationships was not significant. Conversely, satisfaction was found to have a significant positive influence on the intention to continue relationships. These findings underscore the importance of integrating sustainability principles into service quality, relationship marketing, and satisfaction strategies to foster long-term business relationships in the B2B context within the lubricant industry in Indonesia.

Relationship Marketing Strategy for Customer Loyalty. Case: MIDAS Chiclayo

The present investigation entitled "Relationship Marketing Strategy for Customer Loyalty at Midas Solutions Center Chiclayo", had the general objective of applying Relationship Marketing strategies for customer loyalty at Midas Solutions Center Chiclayo. For this, a descriptive investigation was carried out with a pre-experimental design where there is only one study sample, since the dependent variable was analyzed as a problem, describing it and generating an attempt to improve from the independent variable, based on this. The design was used as the primary data collection technique, the survey with its respective instrument, to which a Likert scale questionnaire was applied, addressed to a sample of 59 Midas Solutions Center clients, which after their respective analysis could be determined that customer loyalty is determined as inadequate by 57%, so it was proposed to apply strategies based on relationship marketing trying to generate contact with the customer through the development of the stages, which allows it to develop as it is established in each activity. Finally, it is concluded that the relational marketing strategy with customer loyalty is high, since the correlation coefficient yielded 59.3%. This indicator shows that when you improve relationship marketing strategies, it will have a direct impact on customer loyalty.

Leveraging influencer marketing for banks: An empirical study on young consumers in Vietnam

This study examines the role of influencer marketing for banks in Vietnam with the objective of reaching to the demographic of young customers between the ages of 18 and 35. A quantitative methodology was utilized in this study, which involved the distribution of an online survey to a total of 732 young banking consumers in Vietnam. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicated significant positive indirect effects on the intention to use influencer marketing in relation to influencer credibility, trustworthiness, expertise, friendliness, similarity, and attractiveness. The impacts mentioned were mediated by the individual’s attitude toward the influencer. Favorable attitudes toward an influencer boosted respondents’ intention to use endorsed banking products/services. Similarly, positive attitudes toward influencers directly increased usage intentions. The results offer innovative empirical proof that partnering with influencers on social media can serve as a successful marketing tactic for banks to positively impact the acceptance of their services among young consumers in Vietnam’s digital landscape. The study provides practical recommendations for banks to effectively identify and collaborate with influencers who have the strongest appeal to youth target audiences. AcknowledgmentI would like to express my gratitude to those of you who took part in the survey and to the Ho Chi Minh University of Banking for their assistance in enabling me to finish my research.

What Is (Un)Flavored? A Scoping Review of the Conceptualization of Flavored Cigarillos.

To identify how flavor is conceptualized with respect to cigarillos to illuminate areas of concordance and discordance and provide a pathway for the harmonization of tobacco flavor measurement. Three methods were used to identify research measuring flavors respective to cigarillo products including: (1) querying research databases using key words "cigarillo," "tobacco" and "flavor"/'flavour,' (2) sub-sampling of the eligible literature with backward and forward reference searching, and (3) a bibliographic search of key experts. Two reviewers independently screened titles, abstracts, and full texts. Inclusion criteria required manuscripts to be available in English, published prior to 3/1/2022, be original and peer-reviewed, and include a measure of flavor pertaining to cigarillo products. A total of 163 manuscripts met these criteria and were subsequently evaluated. Cigarillo flavor determinations were made based on the presence of flavoring agents, sensory characteristics, marketing or package characteristics, pre-defined lists, the absence of any of these, and/or were undefined. Individual flavors and their related classifications were not altogether mutually exclusive due to differences in conceptualization which has evolved over time. Flavor measures continue to evolve, likely in response to both tobacco control policies and industry shifts. There is a lack of standardization in flavor conceptualization that can be ameliorated through intentional integration of multiple forms of research such as identifying patterns of flavoring agents and/or marketing strategies that elicit a specific flavor profile. By doing this, we may more comprehensively evaluate the impact of flavors, their constituents, and related marketing strategies on broader population health. There are discrepancies in the conceptualization of flavor in tobacco and nicotine products. The lack of standardized, definitive language limits our ability to comprehensively evaluate the population-level health impact of flavors in addition to our ability to effectively inform, implement, and enforce policies restricting flavors in tobacco and nicotine products.