Physical inactivity is a widespread cause of chronic disease and is more common in minority groups, who experience discrimination in and exclusion from fitness environments. Organizational leadership can, however, foster inclusive norms and practices, and this may also be an attractive means for commercial gyms to increase their membership. The present experiment assessed an inclusive gym marketing campaign versus a conventional campaign versus control among 587 Australian community members. We found that participants who watched the inclusive campaign reported the strongest pro-inclusivity attitudes, advocacy intentions for minority group members in gym environments and intentions to exercise two weeks later. We found that members of the gym responsible for the inclusive campaign perceived their gym to be more inclusive and were less than half as likely to have experienced discrimination in the gym in the past two weeks, relative to active members of other gyms. Most people engaged well with the inclusive campaign, but non-members were less likely to believe it reflected the reality of the gym experience, with some seeing it as merely a cynical marketing ploy. Findings are discussed with a focus on how leadership theory can be utilized in practice to reduce discrimination and exclusion in fitness environments.

In today’s retail environment, organizations generate huge amounts of transactional data. However, many companies still use traditional reporting systems that are primarily concerned with historical analysis of sales. Such approaches provide limited insights into future customer behaviour and long term profitability. The paper introduces a Retail Analytics and Customer Intelligence Platform that uses a combination of machine learning techniques to integrate customer segmentation, Customer Lifetime Value (CLV) prediction and sales forecasting. The Online Retail dataset is pre-processed and transformed to generate RFM (Recency, Frequency, Monetary) features to understand customer purchasing behaviour. Machine learning algorithms such as Linear Regression, Random Forest and XG Boost are used to estimate customer lifetime value. XG Boost was the best model with an R2 score of 0.986, indicating good predictive power among these models. Customers are segmented into Low, Medium and High value segments to facilitate targeted marketing campaigns. There’s also a sales forecasting module that predicts revenue trends to help with business planning. Developed an interactive dashboard with Streamlit for data visualization and decision making. The proposed system helps retailers to increase customer retention, optimize marketing efforts, and improve accuracy of revenue prediction.

Preexposure prophylaxis (PrEP) is a highly effective HIV prevention method. Expanding access to PrEP is essential to strengthening HIV prevention efforts and supporting national HIV prevention goals. National efforts to improve PrEP services in sexually transmitted infection (STI) specialty clinics were assessed by measuring changes in clinic capacity and patient outcomes and identifying key implementation strategies. Quantitative and qualitative data were collected on activities from January 1, 2021, through December 31, 2023, as part of two programs led by the Centers for Disease Control and Prevention. One program supported 26 health department STI clinics in 15 states and the District of Columbia; the other supported the National Network of STD Clinical Prevention Training Centers (NNPTC). Using a mixed-methods evaluation approach, quantitative data included clinic capacity assessments and aggregate visit-level patient outcome measures; qualitative reports were thematically analyzed for PrEP implementation strategies and NNPTC support activities. Clinics reported increases in PrEP prescriptions and in capacity to provide PrEP services. Five key implementation strategies supporting in-house PrEP provision were identified: navigation services with referral networks, multimedia marketing campaigns, same-day PrEP initiation, long-acting injectable PrEP, and patient-centered education materials. NNPTC supported clinics by offering training, technical assistance, and other resources to address implementation barriers. STI clinics are a key venue for PrEP delivery. National efforts to expand PrEP services in this setting were supported by tailored implementation strategies and partnership with NNPTC. The findings highlight opportunities to further improve PrEP access and strengthen HIV prevention services nationally.

Purpose This study aims to identify the key challenges hindering the growth of Indigenous entrepreneurship and proposes strategies to overcome these obstacles, with the objective of fostering sustainable development while preserving Indigenous crafts. The study emphasises the role of entrepreneurship in revitalizing tribal heritage and contributing to economic growth. Design/methodology/approach The research uses the best–worst method (BWM) to systematically analyze and prioritize the challenges faced by tribal entrepreneurs. Through an extensive review of literature and expert consultations, the study groups these challenges into marketing, economic, policy, technological and sociocultural categories, and suggests strategic solutions to address them. Findings The primary findings highlight that funding limitations, lack of technical skills, market competition and generational shifts are the most significant barriers to Indigenous entrepreneurship. The study recommends several strategies, including strategic branding and marketing campaigns, digital literacy programs and microfinance initiatives, as the most effective solutions to mitigate these challenges. Originality/value To the best of the authors’ knowledge, this study presents a unique framework for addressing the barriers to Indigenous entrepreneurship. By integrating traditional craftsmanship with modern entrepreneurial strategies, it provides policymakers and stakeholders with actionable insights to ensure the sustainability of tribal heritage and foster economic development.

ABSTRACTDigital marketing has become the dominant channel for the promotion of commercial milk formula (CMF), accounting for most consumer exposure in many settings. This study characterized the digital CMF marketing landscape in Guatemala, Panama, and the Dominican Republic, identified prevalent promotional tactics, and assessed non‐compliance with the International Code of Marketing of Breastmilk Substitutes (the Code) and breaches of national Code‐based legislation. We applied the World Health Organization's CLICK monitoring framework, including mapping the digital ecosystem and analyzing active marketing campaigns. From November 2023 to May 2024, we manually monitored CMF brand websites and official social media accounts to document promotional practices and assess Code non‐compliance and legal breaches. A total of 355 digital advertisements were identified, with growing‐up milks accounting for 98.3% of promoted products. On average, each advertisement employed 13 marketing tactics and contained 7.5 instances of Code non‐compliance. Overall, 2 797 instances of Code non‐compliance were documented, of which 1 480 constituted legal breaches in Guatemala, 2 189 in Panama, and 2 160 in the Dominican Republic. The most frequent breaches involved labeling requirements. Major regulatory gaps were identified, particularly regarding growing‐up milks, cross‐promotion strategies, and health and nutritional claims. These findings reveal a highly sophisticated and insufficiently regulated digital marketing environment for CMF in Central America and the Caribbean, underscoring the need to strengthen and update Code‐based legislation to explicitly address digital environments.

Digital poster design has become a dominant visual communication medium, yet its environmental impacts remain poorly understood despite assumptions of inherent sustainability. This research developed a specialized life cycle assessment methodology to quantify and optimize the environmental footprint of digital poster systems. The framework encompasses five lifecycle stages from design creation through data deletion, employing real-time monitoring and dynamic data collection across a six-month case study with a digital marketing agency. Assessment results revealed total carbon emissions of 7.45 kg CO₂-eq per functional unit, with distribution infrastructure and display operations contributing 89% of lifecycle impacts. Implementation of comprehensive optimization strategies achieved 28.6% reduction in climate change impact through hardware efficiency improvements, temporal scheduling, and cloud platform adoption. Sensitivity analysis identified data center PUE as the most influential parameter, while geographic variations significantly affected regional impacts. The methodology advances LCA application in digital systems by incorporating workload-specific assessments and providing actionable optimization guidance. These findings demonstrate that systematic environmental management can achieve substantial impact reductions while maintaining creative excellence, supporting the digital design industry’s transition toward genuine sustainability rather than merely shifting environmental burdens between lifecycle stages.

Parents' reactions to a Social Media Marketing Campaign Promoting Universal School Meals Among Elementary-Aged US Children: A Content Analysis.

ABSTRACT With the rise of social media platforms, artificial intelligence (AI), and data communication technologies, viral marketing has become a vital and strategic method for communication in an organization. Viral marketing can increase consumer engagement, brand visibility, and spreading the word, but it can also lead to significant cybersecurity and governance issues. Digital marketing campaigns today are run in intricate digital ecosystems that are as follows: algorithmic, data rich, platform dependent, and communication distributed. As a result, organizations are becoming more vulnerable to cyber risks, including phishing and social engineering attacks, bot manipulation, deepfakes, privacy risks and reputational risks. This research work explores the concept of viral marketing from a cyber security governance point of view and integrates literature from the fields of digital marketing, information systems governance, cyber security and risk management. There are key cyber risks of viral marketing found in the study, and a framework is recommended for the governance with four key controls – governance and accountability, operational security, assurance and monitoring, and organizational resilience controls. The paper proposes treating viral marketing as an information governance activity that should be under integrated cybersecurity governance and enterprise risk management.

Dataset on Generation Z's green purchase intentions toward packaged non-alcoholic beverages: Evidence from Vietnam

Digital marketing and the behavioral intention to use learning management systems.

Framing matters: How communication strategies enhance the effectiveness of high-in labels.

Influence of technological integration and design aesthetics on consumer engagement in digital marketing campaigns

A multi-platform analysis of e-cigarette online marketing in China (2024\u20132025)

Taboo social issues, such as female genital mutilation (FGM), continue to impact millions in Least Developed Countries (LDCs), yet social marketing campaigns often face cultural resistance. While culturally congruent appeals are theorized to drive behavior change, empirical evidence for their effectiveness remains mixed. This study addresses a critical gap by examining how the interplay between an individual’s cultural orientation, the type of appeal, and the perceived taboo level of an issue shapes behavioral intention. A between-subjects experiment (N = 143) in Ethiopia, manipulating issue taboo (FGM vs. gender equality) and appeal type (implicit vs. explicit), revealed a critical finding: explicit appeals for the high-taboo issue (FGM) significantly reduced behavioral intention, particularly among individuals with a high-context cultural orientation, demonstrating a clear backlash effect. While implicit appeals served as a protective baseline, their primary value was in avoiding the negative outcomes of explicit messaging. The study concludes that for taboo issues in high-context cultures, the strategic imperative is less about maximizing persuasion through congruence and more about mitigating the severe cost of culturally incongruent communication. These findings offer crucial theoretical and practical guidance for designing culturally sensitive and backlash-minimizing social marketing campaigns.

PurposeTo evaluate the reach and short-term effectiveness of the Turn To social marketing campaign, which encourages healthy coping strategies for mental health challenges and promotes mental health communication in Texas.DesignA cross-sectional survey was conducted in March 2023, 3months after the campaign launch.SettingData were collected online.SampleA sample of adult Texans (N = 1979).MeasuresMental health-related norms, efficacy, behaviors, and campaign awareness.AnalysisMultivariable linear regressions and multivariable logistic regressions were performed to assess the relationship between campaign awareness and potential campaign outcomes.ResultsExposure to the campaign was positively associated with higher levels of self-efficacy (B = .009, P < .001) and response efficacy (B = .042, P = .045) in stress management, stronger perceived norms of seeking (B = .088, P < .001) and providing (B = .088, P < .001) mental health support, and a greater likelihood of engaging in recommended behaviors-such as asking for help from one's social network (OR = 2.126, P < .001).ConclusionsOur findings suggest that the campaign has achieved several indicators of early success. Social marketing campaigns may offer a feasible and promising approach to encouraging healthy coping strategies for mental health issues and fostering social connection through more open conversations about mental health challenges.

This community service activity aims to improve the human resource capacity of the Bantaragung Majalengka Tourism Village managers through training in creative content and digital marketing campaign strategies. The method used was Participatory Action Research (PAR), which actively involved participants through the stages of planning, action, observation, and reflection. The activities included training in digital content creation, social media management, and designing digital campaigns based on hands-on practice. Evaluation results showed a significant increase in participant understanding, with an average pre-test score of 58.0 increasing to 80.4 in the post-test, an increase of 38.6%. In addition, participants were able to produce more creative content and began implementing digital marketing strategies independently. The impact of implementation was seen in the increase in the tourism village's social media activity, including the number of posts, user interactions, and follower growth.

In the digital era, social media has transformed the way brands communicate with consumers. Among emerging generations, Generation Z (those born between 1997 and 2012) has proven to be highly receptive to humour-driven, visually engaging content commonly known as memes. Meme marketing has rapidly evolved into a powerful tool for brands seeking authentic and cost-effective audience engagement. This study examines the impact of meme marketing on the purchase decisions of Generation Z consumers within an Indian urban context. The study is based on primary data collected from 243 Gen Z respondents aged 18-26 years through a structured questionnaire employing a five-point Likert scale. Key variables including meme relatability, brand recall, emotional engagement, social sharing behaviour, and purchase intention were measured. Descriptive statistics, reliability analysis, Pearson correlation, and multiple regression analysis were employed to analyse the data. The findings reveal that meme relatability and emotional engagement are the strongest predictors of purchase intention among Gen Z consumers. Brand recall through meme exposure shows a significant positive correlation with purchase decisions. Social sharing behaviour acts as a mediating variable, amplifying the reach and persuasive effect of meme content. The study also identifies that humour alignment with brand identity is a critical factor in determining the effectiveness of meme marketing campaigns. The study concludes that meme marketing significantly influences Gen Z purchase behaviour when content is relatable, contextually relevant, and emotionally resonant. Marketers should strategically integrate meme-based content into their digital marketing frameworks, ensuring consistency with brand voice and cultural awareness. Keywords: Meme Marketing, Generation Z, Purchase Decisions, Digital Marketing, Social Media, Brand Recall, Consumer Behaviour, Emotional Engagement

A Study on the Impact of Generational Differences on Fashion Marketing Campaign Design and Its Role in Stimulating Purchase Decision

High employee turnover is a major issue for ceramic sanitary ware manufacturers in Foshan, China, due to globalization and strong competition. This study aimed to find out how person–environment fit, career growth, job satisfaction, and organizational commitment influence employees’ intention to leave. It also examined whether job satisfaction serves as a link between these factors. Researchers surveyed 487 employees from production, marketing, RandD, and administrative departments. They used structural equation modeling (SEM) with nonparametric bootstrapping to analyze both direct and indirect effects, while controlling for demographic factors. The findings showed that all four factors helped retain employees, as evidenced by lower turnover intentions. The strongest effect came from job satisfaction (β = 0.325), followed by organizational commitment (β = 0.261), career growth (β = 0.219), and person environment fit (β = 0.146). Job satisfaction partly explained the links among organizational commitment, person–environment fit, career growth, and turnover, with indirect effects of 0.054, 0.058, and 0.091, respectively. The models used in the study were robust, with good validity and fit (CMIN/DF = 2.063, CFI = 0.957, TLI = 0.949, RMSEA = 0.047). The study suggests that companies should improve job satisfaction through better job design and workplace experience, and encourage long-term commitment. Supporting career growth and person–environment fit can also boost satisfaction and retention, offering practical steps for HR teams in manufacturing.

This article presents an analysis of the impact of a doctor’s personal brand on the corporate image of a healthcare organisation. The study takes the form of a systematic review and analytical synthesis of academic publications focusing on doctors’ reputations, patient trust, digital interaction and behavioural responses in healthcare. The main focus is on the interrelationship between the characteristics of a doctor’s personal brand, the development of patient trust and their subsequent behavioural intentions, and the influence of these factors on the perception of the healthcare organisation. Key components of a doctor’s personal brand are examined, including professional expertise, communication style and digital presence. It has been established that the influence of a personal brand is indirect in nature and is realised through the building of trust, which acts as a link between individual interaction and institutional perception. It is shown that a patient’s assessment of a healthcare organisation is determined by the doctor’s professional characteristics, as well as the consistency and transparency of communication signals in both offline and online environments. The authors propose a model that reflects the sequential transformation of a doctor’s personal brand into trust, perceived value and safety, patients’ behavioural intentions, and the corporate image of the healthcare organisation, taking into account the spillover effect of trust. The results obtained allow the doctor’s personal brand to be viewed as a manageable strategic factor influencing patient behaviour and the sustainability of a healthcare organisation’s reputation. The article may be of use to healthcare organisation managers, healthcare marketing specialists and practising doctors interested in improving the effectiveness of their interactions with patients.