Evaluating the influence of promotional branding on consumer decision-making: A comparative study of product labels.

ABSTRACT Hospitality micro and small enterprises (SMEs) operating in island and peripheral economies face persistent challenges related to limited scale, seasonal demand, resource constraints, and the liability of smallness and newness. In such contexts, entrepreneurial survival depends less on formal planning and more on the ability of owner-managers to learn from experience, build legitimacy, and adapt strategically under uncertainty. This study examines how social media engagement and online reviews function as entrepreneurial learning and adaptation mechanisms rather than as conventional marketing tools. Using Weizhou Island as a motivating case, this study conducts a qualitative systematic literature review (SLR) guided by the PRISMA framework, synthesizing recent qualitative and mixed-methods research on hospitality SMEs in island and peripheral tourism settings. The findings show that platform-based feedback enables hospitality entrepreneurs to engage in sensemaking, experiment with incremental changes, and develop dynamic capabilities under conditions of resource scarcity. Social media interactions and online review narratives support legitimacy building through authenticity, responsiveness, and relational trust, while also facilitating learning-by-doing and strategic renewal. These processes are strongly moderated by cultural norms, institutional arrangements, and local embeddedness characteristic of island economies. By integrating insights from entrepreneurial learning, dynamic capabilities, and legitimacy theory, the study advances a process-oriented understanding of how digital platforms support resilience in micro-enterprises. This paper offers theoretical contributions to entrepreneurship research and policy-relevant implications for strengthening SME resilience and self-employment in island and peripheral tourism destinations.

ABSTRACT This study examines the use of social networks as a digital marketing and communication tool by Spanish higher education institutions, focusing on differences between public and private universities. Specifically, we have three objectives: (1) Identify differences between Public and Private university users with respect to how they use social media and how successful they have been using this platform; (2) Understand the relationship between the number of students enrolled at each university and how social network sites perform based upon the ownership of the institution (Public vs. Private); (3) Determine whether publication frequency is associated with social media performance differently in public and private institutions. To accomplish these objectives, a quantitative, descriptive-correlational approach was used to look at the entire population of Spanish universities (total n = 86; 58% Public, 42% Private). Data were collected from official university Facebook, Instagram, Twitter (X), and YouTube accounts for a continuous 13-week period, along with official statistics regarding the number of students enrolled in their respective institutions. Results show that public universities demonstrate stronger social media performance when absolute indicators are considered, including followers, publications, and user interactions across most platforms. However, when these indicators are adjusted for student population size, private universities consistently outperform public institutions. Therefore, private universities employ more effective social media strategies than public ones, particularly on Instagram. The research contributes to the literature by correcting for institutional size bias and offers practical implications for university managers seeking to optimize digital marketing strategies.

This paper explores the combined impact of Employer Brand (EB) and Corporate Brand (CB) on consumer psychology, specifically focusing on repeat experiences such as product repurchase and employee retention. Utilizing Signaling and Social Identity theories, the authors review recent literature to propose the "Integrated Brand Ecosystem" model, which visualizes how internal and external brand equity influence one another. The analysis reveals that corporate social irresponsibility causes a "spite effect," damaging both consumer and employee intentions, while sustainability and well-being initiatives act as positive signals that foster trust and loyalty. The study offers a unique framework called "Psychological Spillover" to explain the bidirectional relationship between EB and CB, recommending the merger of HR and Marketing functions. Although limited by its conceptual nature and lack of primary data, the research suggests that organizations should adopt Integrated Brand Management (IBM), treating company culture as a marketing tool and supporting "Employer Brand Ambassadors." Additionally, the study emphasizes that modern stakeholders demand corporate responsibility, meaning that unethical behavior risks boycotts and long-term damage to brand loyalty.

Citizen science has become a cornerstone for biodiversity monitoring and public engagement in conservation. Platforms such as Naturalista, previously the Mexican node of iNaturalist, have generated millions of biodiversity records, yet little is known about the motivations, engagement dynamics, and dropout patterns of their users. Here, we applied a multidisciplinary approach integrating marketing tools, such as benchmarking, market segmentation, usability analysis, and expert interviews, to characterize Naturalista users and develop a customer journey model. Our results reveal that participation is dominated by environmentally conscious individuals, often trained in biology or environmental sciences, but that average platform use lasts only two years and four months. Distinct entry points and dropout phases were identified, highlighting critical stages for intervention. We propose targeted communication and engagement strategies to sustain long-term participation. These insights provide a transferable framework to strengthen user retention across citizen science platforms worldwide, thereby enhancing their contributions to biodiversity conservation and environmental awareness.

Packaging has become an important marketing tool that influences consumer perception and purchasing behaviour. This study examines the impact of packaging elements such as colour, design, typography, material, and labeling on consumer buying decisions. A quantitative research approach was adopted using primary data collected from 120 consumers through a structured questionnaire. Descriptive statistics, correlation analysis, regression analysis, and chi-square tests were used to analyze the data. The findings reveal that attractive packaging significantly enhances consumer attention and purchase intention, with visual appeal emerging as the most influential factor. However, packaging acts as a supporting factor alongside price, quality, and brand trust. The study concludes that effective packaging strategies can strengthen brand perception, improve customer engagement, and positively influence consumer buying behaviour.

Marketing automation has become an increasingly important component of contemporary marketing strategies, enabling organizations to enhance customer engagement, improve operational efficiency, and support data-driven decision-making. Despite its growing adoption across industries, the intellectual structure and development trends of marketing automation research remain insufficiently explored. Therefore, this study aims to map the evolution, knowledge structure, and emerging themes of marketing automation research through a bibliometric analysis. Data were collected from the Scopus database and analyzed using VOSviewer to examine publication patterns, influential literature, keyword co-occurrence, co-authorship networks, institutional collaboration, and country collaboration. The findings indicate that marketing automation research is strongly associated with themes such as artificial intelligence, machine learning, predictive analytics, digital marketing, commerce, and big data. Automation emerged as the central concept linking technological and managerial dimensions of the field. Overlay visualization revealed a shift from industry-specific applications toward advanced technologies, particularly artificial intelligence and machine learning, which have become dominant research topics in recent years. Citation analysis identified machine learning and AI-based business transformation as the primary intellectual foundations of the field. Furthermore, collaboration analyses highlighted the significant contributions of India, the United States, and Germany, alongside a growing network of international research partnerships. The study concludes that marketing automation has evolved from an operational marketing tool into a strategic capability that supports personalization, customer relationship management, and business innovation. These findings provide valuable insights for academics and practitioners while identifying future research opportunities related to generative artificial intelligence, advanced analytics, customer experience optimization, and ethical considerations in automated marketing systems.

This community service activity aims to increase the capacity of uhu-uhu cake entrepreneurs in Bira Village, Bulukumba Regency through product innovation and branding strengthening. The main problems faced by partners include limited product variety, unattractive and unhygienic packaging, and the lack of a strong brand identity. The implementation method uses a participatory approach through the stages of needs identification, socialization, mentoring, and evaluation. The results of the activity show an increase in product innovation through variations in flavors and shapes, improvements to more aesthetic and informative packaging, and strengthening branding through the use of brand names and logos that reflect local identity. In addition, partners have begun utilizing social media as a marketing tool to expand market reach. This activity has had a positive impact on improving product quality and business competitiveness. Thus, uhu-uhu cake has the potential to become a superior regional product that can support the economy of the Bira Village community in a sustainable manner.

Short-form video advertisements, characterized by their brevity and nontraditional promotional approaches, have become a distinctive tool for encouraging active consumer participation and word-of-mouth engagement in digital marketing. This study investigates the unique characteristics of short-form video advertisements on major platforms such as TikTok, YouTube Shorts, and Instagram Reels. To elucidate consumer perceptions of these advertisements, comment data collected via web crawling were systematically analyzed using Latent Dirichlet Allocation topic modeling. The analysis of extensive consumer commentaries resulted in the identification of four principal topics: Interactive Engagement, Consumer Utilization as a Key Marketing Tool, Uniquely Created Content, and Anticipated Value and Curiosity. Among these, Uniquely Created Content emerged as the most prominent theme, followed by Anticipated Value and Curiosity, Interactive Engagement, and Consumer Utilization as a Key Marketing Tool. The findings of this research offer a theoretical basis for understanding short-form video advertising and provide practical insights for marketers in crafting effective strategies for consumer engagement and brand communication.

BackgroundIn South Korea, where plain packaging has not been adopted, tobacco packaging continues to function as a key marketing tool for the tobacco industry, using texts, colors, and imagery to attract consumers. Among these, flavor cues are especially important as they enhance product appeal. Cigarette sticks also serve marketing functions through design features such as colors and capsule indicators.ObjectiveThis study aimed to examine flavor-related cues on cigarettes and heated tobacco products (HTPs) packaging and stick design and to assess the presence of flavor additives in these products.MethodsThis surveillance study was conducted in November 2024. Tobacco products were purchased from convenience stores located in Seoul, supplemented by cross-referencing with national market monitoring data. Of 353 identified products, 214 products (150 cigarettes and 64 HTPs) were collected. Flavor cues were categorized by pack and stick design features, and additives were identified through sensory analysis of product components.ResultsAmong the collected products, 63.1% (54% for cigarettes and 84.4% for HTPs) had both flavor cues and flavor additives, while 20.6% (27.3% for cigarettes and 4.7% for HTPs) had neither. Flavor cues were found in 67.3% of cigarettes and 95.3% of HTPs (P<.001), and flavor additives in 59.3% of cigarettes and 84.4% of HTPs (P<.001). Pack color was the most common cue, and additives were most often delivered through crushable capsules. HTPs used a wider range of flavoring methods, including flavoring in tobacco leaves and inner wrappers.ConclusionsTobacco packaging and stick design in South Korea remain important marketing tools for the tobacco industry. Flavor cues and additives are widely used in tobacco products, particularly in HTPs. These findings highlight the need for plain packaging policies and bans on flavor additives in tobacco products.

Instagram (Meta, Menlo Park, CA) has become an important tool for patient education, practice marketing, and professional branding within plastic surgery. As public interest in aesthetic surgery continues to rise alongside increasing surgeon engagement with visually driven social media, there is a growing need for a practical, ethically grounded framework to guide professional use of Instagram. This article provides a structured, evidence-informed approach to the effective and responsible use of Instagram by plastic surgeons. Key topics discussed include profile optimization, content development strategy, performance analytics, and mitigation of legal and ethical risk. Specific recommendations are provided for educational, marketing, and personal content, with emphasis on maintaining professionalism, transparency, and patient confidentiality. Considerations regarding content timing and posting frequency to optimize audience engagement are also reviewed. When applied strategically, Instagram can serve as a powerful tool for patient education, trust building, and practice growth, while simultaneously facilitating professional networking and knowledge dissemination within the field of plastic surgery.

ABSTRACT Marketing, as a dynamic concept, updates itself with the current developments both in the supply and/or demand side. The global integration of music, visual storytelling and social media is collectively about to change the marketing strategies of destinations. Therefore, this study aims to evaluate the role of music videos as audiovisual tools that shape destination image and travel intentions through the deeper analysis of user interactions and comments. Using a mixed methods design, 34,667 YouTube comments, qualitative in nature, were analysed and tested within the proposed conceptual model by conversion. As one of the pioneering empirical studies, the current study concludes that music videos are likely to attract potential visitors and improve destination image or awareness. Findings may guide improvements in upgrading the strategies to be applied for destination marketing by suggesting music videos as an effective tool and deepening the methodological perspective by converting qualitative data into quantitative metrics.

This article explores how Generation Z in Lithuania and the USA perceives employer brands, focusing on the employer value proposition (EVP) as a marketing tool. Based on 25 qualitative interviews, the study identifies key attractiveness attributes: work–life balance, economic value, and career growth. U.S. respondents emphasized core benefits and organizational culture, while Lithuanians highlighted wellness perks and branding communication. Framing employer branding as a marketing challenge, the study provides insights for adapting brand positioning across cultures to attract and retain Generation Z talent. It contributes to cross-cultural marketing and employer branding research.

Purpose of the study. This research aims to determine the strategic potential of digital technologies in increasing the operational efficiency and long-term sustainability of floristry enterprises. Particular attention will be paid to the role of digital marketing tools, data analytics and online sales platforms in strengthening market positions and improving business model adaptability in response to dynamic consumer demand. Research subject. The study focuses on the managerial, marketing and technological mechanisms that facilitate the digital transformation of floristic enterprises. This includes integrating electronic commerce, customer relationship management systems and digital communication channels into business processes. Research methodology. The study's methodological framework is based on a combination of analytical, comparative and structural approaches. Methods of system analysis and synthesis were employed to identify the key elements of digital transformation within the floristry industry. Additionally, marketing analytics and the generalisation of empirical observations concerning the use of digital tools in small and medium-sized enterprises were employed to assess their impact on customer engagement and operational efficiency. Results and conclusions. The research demonstrates that implementing digital technologies can significantly boost the competitiveness and sustainability of floristry businesses by improving customer interaction, optimising marketing strategies and increasing online sales opportunities. The results confirm that integrating data-driven decision-making tools, automated marketing platforms and personalised communication channels enables businesses to understand consumer preferences better and respond more effectively to market changes. It can be concluded that the systematic application of digital solutions contributes to the formation of a flexible and resilient business model that can ensure stable development in conditions of increasing technological and competitive pressure.

Developing a sustainable savings model for Russian citizens is vital for the state’s economic policy, given economic uncertainty, inflation expectations, and changing household consumption habits. The relevance of this study lies in the necessity to re-examine marketing tools, which in today’s world can affect not just economic drivers but also people’s attitudes and financial conduct. This subject is to examine the use of marketing tools within state policy to shape citizen savings behavior, considering the institutional and legal factors involved. This study’s goals are to identify major marketing tool classifications and measure their performance based on citizens’ varying trust in public bodies and their financial literacy. Furthermore, the authors aim to create a theoretical framework for employing marketing as a foundational component of state policy in establishing a savings model. They also aim to organize the associated tools and evaluate their capacity to alter public behavior. Institutional and systemic perspectives, behavioral economics, comparative analysis of Russian and international data, economic and statistical techniques, and a synthesis of empirical and theoretical research form the study’s methodological core . Marketing, according to the authors, is more than just a communication tool; it’s a key component of a holistic strategy aimed at influencing public financial conduct and securing the savings model’s long-term viability. As a result , the research created a structured method for combining marketing tools with public savings policy, considering their institutional, legal, and behavioral constraints. The study’s practical importance lies in its potential to inform the creation of public savings incentives, digital financial literacy services, awareness campaigns, and behavioral nudges, while also enhancing the regulations for these initiatives.

Social media have become a powerful influence on how travelers make decisions, shape perceptions, and choose destinations in the Philippines, particularly Baguio City. This study examined how social media platforms affect tourism by exploring how online promotions influence expectations, trust, emotional connection, and travel intentions toward the city. Anchored on the Uses and Gratifications Theory, Theory of Planned Behavior, and Expectation Confirmation Theory, the research used a qualitative descriptive approach through semi-structured interviews and observation. Fifteen tourists (15) aged eighteen (18) and above who had visited Baguio City and actively used social media for travel information were purposively selected, with data gathered at Mines View Park, the Botanical Garden, and The Mansion. Interviews were recorded, transcribed verbatim, and analyzed thematically to identify common patterns in social media use and decision-making. Findings revealed that social media strongly shapes how Baguio City is marketed and perceived, with TikTok emerging as the most influential platform due to its short, authentic, and visually engaging travel content. Facebook served as a trusted information source by offering community feedback, reviews, and travel guidance, while Instagram mainly provided visual inspiration with less impact on final decisions. Tourists showed strong trust in user-generated content, especially honest reviews and real travel experiences, which helped set realistic expectations. Most participants shared that their actual experiences matched what they saw online, resulting in satisfaction, emotional attachment, and positive word-of-mouth. Overall, the study highlights social media as a dynamic tourism marketing tool that builds trust, strengthens visitor satisfaction, and supports the continued growth and appeal of Baguio City.

Market segmentation has emerged as one of the most influential strategic tools in contemporary marketing, particularly within the fast-moving consumer goods (FMCG) sector, where consumer preferences are heterogeneous and competition is intense. This study investigates the role of market segmentation in enhancing the sales performance of Cadbury India Ltd., a leading confectionery company operating under Mondelez India Foods Pvt. Ltd. The research adopts a descriptive and analytical design and integrates both primary and secondary data to examine how demographic, geographic, psychographic, and behavioral segmentation strategies influence consumer purchasing behavior, brand loyalty, and overall sales outcomes. Primary data were collected from 150 consumers using a structured questionnaire, while secondary data were sourced from academic journals, company reports, and industry publications. Statistical tools such as percentage analysis, chi-square tests (χ²), correlation analysis, and multiple regression analysis were employed to validate the proposed hypotheses. The findings reveal that effective market segmentation has a significant positive impact on purchase frequency, customer satisfaction, and recommendation intention. Taste emerged as the most influential predictor of purchase behavior, followed by price sensitivity and packaging appeal. The study concludes that Cadbury’s sustained market leadership is strongly supported by its wellexecuted segmentation strategies. Strategic recommendations are offered to strengthen segmentation practices through data analytics, digital engagement, and sustainability communication to achieve long-term sales growth and competitive advantage in the Indian FMCG market.

The article is devoted to the study of problematic issues of the development of digital marketing in the tourism industry, in particular in terms of determining the role of digital platforms and social networks in the organization and planning of tourist trips. The article analyzes the impact of important aspects of digital marketing, which are especially useful for tourism companies, such as online behavior of tourists, targeting, social networks and remarketing. The author characterizes the impact of digital platforms on tourist expectations and analyzes effective approaches to the development and implementation of the idea of digital marketing for the tourism industry, namely the sources of information that tourists use when choosing trips. It is studied that the use of digital marketing tools, including social networks (SMM); blogs, online forums; video advertising; search engine marketing (SEM); search engine optimization (SEO); digital content marketing; e-mail marketing; press releases in online media; mobile applications; digital applications make it possible to form personalized recommendations for tourists in organizing and planning trips. TikTok promotion has been found to be the most effective way to promote travel destinations, but you should also leverage other social media platforms such as Instagram, Facebook, Twitter, and even LinkedIn to connect with your target audience. Each digital platform offers unique opportunities to engage with different audience segments and showcase a specific travel brand.Trends in the length of stay of tourists in the most popular geographical destinations in Europe, in particular in individual preferences, were identified using modern digital applications such as Travel Ads, which combines the model of traveler behavior with catalogs of flights, hotels and tourist destinations, which allows you to automatically create personalized videos and optimize their display to increase the number of bookings for tourists. The use of such digital marketing tools in the tourism industry allows you to identify individual preferences of consumers of tourist services and offer optimized routes, which increases the quality and uniqueness of the tourist experience. It was found that using the right tools, you can attract traffic and form customer loyalty. As a result of the study, it was determined that the use of such digital innovations will allow tourism companies to work more closely with the demand for a tourist product or service and significantly reduce advertising costs.

The article explores the theoretical and practical aspects of forming and implementing marketing strategies for enterprises in the food industry under conditions of a dynamic and competitive market environment. Particular attention is given to marketing as a strategic management tool that ensures sustainable competitive advantages and long-term business development. The study defines marketing strategy as a system of coordinated managerial decisions aimed at effective use of resources and adaptation to external changes. Key factors influencing enterprise competitiveness are analyzed, including economic performance, management efficiency, innovation potential, and marketing capabilities. The research highlights the specific features of the food industry, such as short product life cycles, high quality and safety requirements, consumer sensitivity to price and composition, and dependence on logistics and distribution systems. These characteristics necessitate a flexible and adaptive marketing approach. The importance of comprehensive consumer analysis is emphasized, including behavioral and psychological aspects, which form the basis for effective segmentation and positioning. The article also examines the role of product policy, pricing, distribution channels, and marketing communications in creating customer value and strengthening market positions. Special attention is paid to digital technologies, such as CRM systems, data analytics, and e-commerce, which enhance decision-making and improve customer interaction. In addition, the study identifies key marketing tools specific to the food industry, including category management, trade marketing, packaging, and reputation management. Their integrated use contributes to increasing sales efficiency, optimizing costs, and reducing risks. The article concludes that marketing strategy in the food industry is a comprehensive mechanism for managing competitiveness, ensuring business stability, and achieving sustainable development in a changing market environment.

Abstract This work investigated the extent social media advertising promotes dental health in Cross River State, Nigeria. Social media advertising has been used in some developed countries as a social marketing tool in changing negative dental health behaviour amongst people. The pragmatic research philosophy was used in a descriptive research method. The target population were dental professionals and dental patients in Calabar Municipality, Yakurr and Ogoja Local Government Areas of Cross River State, Nigeria. The Pearson product- moment correlation coefficient was used for the analysis with SPSS version 21. The study results revealed that Facebook, YouTube, WhatsApp, Twitter and Instagram have significant relationship with promotion of positive dental health behavior in the study areas. The researchers then recommended that social marketers and dental health professionals should take advantage of the mass use of these social media platforms in the country to inform and educate the public on sound dental health habits. Keywords: Social Media Advertising, Dental Health Attitude, Facebook, Youtube, Whatsapp, Twitter, Instagram.