Marketing Research Articles

Recent Advances in Marketing - Usage of Emerging Technologies –A Way Forward

The present marketing world is evidencing enormous transformation, triggered by advancements in usage of technology in the field of marketing. As the digital marketing emerge as key turning point in communicating and influencing the consumer behaviour, marketer must apply and use emerging technologies to create positive brand communications and to enhance better relationship with their target audiences. This article on advances in marketing and usage of emerging technologies in marketing will provide valuable insights into the latest trends and tools used in the field of marketing. With the help of these technologies, digital marketers can enhance their marketing activities to improve efficiency, and create deeper personalized experiences for consumers. Many advance technologies like Artificial Intelligence (AI) and Machine Learning are the catalyst to the field of marketing in the way of analyse data, understand customer behaviour, and create targeted marketing campaigns. These technologies offer strong tools for improving marketing activities while also delivering more relevant marketing messages to consumers.The intersection of Artificial Intelligence (AI) and Marketing Technology - is an ever-evolving landscape brimming with innovations that are reshaping the way businesses interact with customers. Using technology is important because it offers a more extensive reach, personalization, efficiency, data-driven decision-making, and numerous other advantages. It allows businesses to stay competitive and adapt to the evolving landscape of consumer behaviour and technology trends in marketing Key words: Digital world, Consumer Behaviour, marketing Campaigns, Digital Transformation

Efficient Personalization in E-Commerce: Leveraging Universal Customer Representations with Embeddings

E-commerce has grown into a billion-dollar industry in recent times with an ever-increasing number of individuals using it regularly. Thus, e-commerce companies can gather interaction data from their customers and analyze it to create focused and personalized marketing campaigns. For large companies, it is possible to tap into these data for personalization using deep learning-based methods that require enormous computing resources. Small companies, on the other hand, cannot afford this. Furthermore, this level of tailor-made addressing necessitates an accurate customer representation. Nevertheless, the exploration of universal representations applicable across various tasks has been limited despite the advantages they offer. We propose a universal customer representation learned only from customer interaction data. We demonstrate that self-supervised trained embeddings of the customer interaction context are a suitable universal customer representation for various e-commerce tasks. To demonstrate the effectiveness of our approach, we conducted experiments comparing four different state-of-the-art approaches and their capabilities in different prediction tasks. Not only do we show that our method outperforms others in most cases, but it also meets other important criteria for real-world applications. It is particularly important to emphasize that our approach does not require a significant amount of resources, and furthermore, is data protection compliant by not using personal information.

Attribution theory of poverty and beliefs about charity in Malaysia: an inter-ethnic comparison

IntroductionMalaysia as an ethnically diverse country has a history of interethnic inequality and poverty which led to the development of different views about the existence of poverty. Among these ethnic groups, some sympathize with the poor and help them through different charity organizations. However, these charity organizations are mostly unaware of the target donors that can aid their charity funds. Therefore, this study explores the attitudinal differences regarding poverty among Malays, Chinese, and Indians and the demographic groups that can be targeted for donation and social policy development purposes.MethodologyA survey is conducted in Selangor, where the data through a questionnaire is extracted from the three ethnic groups. Through the quota sampling technique, a sample of 700 is derived. The results are analyzed through ANOVA, regression, and mediation analysis.ResultsThe results show that attitudinal differences between Malays and Chinese regarding structuralist beliefs could be observed. Moreover, among Malays, it is found that the relationship between gender, income, education, wealth, and structuralist beliefs is significantly mediated by beliefs about charity. On the other hand, mediation analysis for Chinese identifies gender, education, and income while among Indians gender, education, and wealth are identified as key demographic groups.DiscussionThis study highlights the role of attribution theory to identify the charity donors among the different ethnic groups which was overshadowed by the previous research in Malaysia. The results also hold significance for charity institutions to target the specified groups through their marketing campaigns. Also, based on these results government can reduce the misconception about the existence of poverty and to develop policies that encourage high income groups to support the poor.

Methods for Evaluating the Effectiveness of Social Media Marketing Campaigns

This article examines the methodological aspects of evaluating the effectiveness of marketing campaigns on social media. It highlights the significance of such evaluations, emphasizing their role in optimizing processes, identifying areas for improvement, enhancing decision-making, ensuring alignment with objectives, and enabling iterative progress. The study identifies the unique characteristics of assessing social media marketing campaigns, contrasting them with traditional, non-digital methods commonly used in internal business marketing. The article reviews widely used methods for evaluating social media marketing performance and argues for the development of a customized approach that integrates multiple evaluation techniques with diverse origins, principles, and metrics. Particular attention is given to customer journey mapping as a tool for identifying and resolving potential "bottlenecks" in social media marketing efforts. The article describes the main stages of journey mapping and suggests key metrics for evaluation. It also discusses data sources and provides structured recommendations for creating a company-specific methodology for assessing social media marketing effectiveness. The study emphasizes the importance of setting clear goals, defining specific metrics and key performance indicators, incorporating diverse measures, and automating analytics for long-term use. Finally, it advocates for focusing on creative development as part of the optimization process. This research is intended for marketers working in social media, offering insights into comprehensive evaluation and strategies for improving campaign effectiveness.

Big Brother is Listening: Adapting and Marketing Literary Classics in Audio Format—The Case of Storytel’s 1984

Abstract The recent popularity of audiobooks has led to new ways of using the format as publishers and producers reproduce and “reactualise” older works by adapting them into audio. The article examines this development, focusing on the case of Storytel’s 2022 audio adaptation of George Orwell’s 1984 and the marketing campaign surrounding it, combining a publishing studies approach (Squires 2007; Murray 2018; Thompson 2021) with perspectives from materialist and sociological adaptation studies (Murray 2012) and audio narratology (Mildorf and Kinzel 2016; Bernaerts and Mildorf 2021). The article argues that the marketing campaign related to the 1984 production reflects the streaming service’s strategy of reviving the classic through sound. A paratextual analysis of the marketing material is combined with an analysis of the significance of sound and sound motifs in the adaptation and in the original novel. The article concludes that Storytel uses the audio format to reinterpret and highlight the relevance of the dystopic novel in 2022, while also using the classic to market Storytel as a streaming service in an Orwellian surveillance culture. By thus combining an interest in the textual and medial content of the work and the commercial and social contexts, the article demonstrates how developments in the audiobook industry impacts aesthetics as well as modes of producing, marketing and selling literature.

Toward green purchase behavior: does sustainability become the dominant mare for Lebanese restaurants

PurposeThe current research seeks to investigate the antecedents of customers’ sustainable purchasing behavior from eco-friendly restaurants located in Lebanon. Moreover, it explores the mediating role of purchase intention on the relationships between pro-environmental antecedents and green purchase behavior. Additionally, it examines the moderating role of willingness to pay premium prices for sustainable products.Design/methodology/approachThe questionnaire technique was used to gather data, and the convenience sample technique was used to select 397 restaurants’ customers.FindingsThe results revealed a positive effect of customers’ green purchase behavior exerted by environmental concern, purchase intention, and willingness to pay premium prices for sustainable products. Also, the findings adopted a significant mediating role of green purchase intention between pro-environmental antecedents and purchase behavior toward green products.Practical implicationsThe current study presents several practical implications for managers and decision-makers. Such as issuing green marketing campaigns on a regular basis to highlight the value of organic food safety, the necessity of using eco-friendly cutlery and the use of renewable energy systems.Originality/valueThis study examined the model pro-environmental antecedents in Lebanon as one of the Middle Eastern developing countries, whereas few studies examined this relationship. Furthermore, this paper contributes by examining the mediating role of green purchase intention.

Improving recruitment and retention of people with Parkinson's disease to clinical studies: A scoping review

Background Timely recruitment and effective retention of participants are challenging for clinical Parkinson's disease (PD) research studies. Not achieving this can affect delivery costs and bias results. Objective To identify successful recruitment and retention methodologies for clinical research studies in PD. Methods We conducted a systematic scoping review using a Population, Intervention, Comparator, Outcome and Study design (PICOS) framework to search and screen literature within five databases for published quantitative and mixed methods studies evaluating recruitment and retention strategies of interventional and observational trials in PD. Results Searches identified 4608 records, of which six papers covering eight studies were included in the review following screening for eligibility. No papers on retention strategies were found that met eligibility criteria. Effective strategies for rapid recruitment included research registries and trial finders (n = 3), digital marketing campaigns (n = 3), site recruitment support (n = 1) and multiple referral sources (n = 1). Recruitment diversity was increased by online campaigns, mandatory 10% minority targets set by funders and supplemental site funding. Conclusions This scoping review has identified methods that can be used to increase the rate and diversity of recruitment to PD clinical studies. Retention methodologies are under-researched.

فاعليَّة برنامج تدريبيّ مقدَّم على منصَّة رقميَّة إلكترونيَة لتنمية مهارة التَّصميم التَّسويقي الرَّقميِّ لدى متدرِّبي المعهد الصِّناعيِّ الثَّانويِّ في جدَّة

This study aimed to investigate the effectiveness of a training program delivered on an electronic platform(coursera) to enhance digital marketing design skills among trainees at the Secondary Industrial In the city of Jeddah, in the Kingdom of Saudi Arabia. By applying action research on a purposefully selected experimental sample, the research sample included (20) second-year secondary school trainees from the computer science track at the Secondary Industrial Institute in Jeddah. A pre- and post-assessment test was developed specifically for the instructional design in this study. The research tool consisted of two main axes: the first axis focused on designing the digital marketing product, and the second axis on writing digital marketing content. The study results revealed statistically significant differences between the pre-test and post-test scores, favoring the post-test application across all skills represented by the scale. The study also recommended training small business owners affiliated with technical and vocational training and graduates of the Secondary Industrial Institute to develop digital marketing design skills in their marketing campaigns.

PEMANFAATAN SOSIAL MEDIA DALAM PEMASARAN SITU TANDON SEBAGAI DESTINASI WISATA OLAHRAGA PILIHAN MASYARAKAT KOTA TANGERANG SELATAN

ABSTRACT The community service activity focuses on the utilization of social media in marketing Situ Tandon as a preferred sports tourism destination for the people of South Tangerang. The main issues faced include water pollution, inadequate supporting facilities, and a lack of community awareness regarding the importance of environmental conservation. The objective of this initiative is to enhance the visibility of Situ Tandon through engaging digital marketing campaigns while educating the community about cleanliness and environmental preservation. The methods employed include socialization, waste management training, and creating appealing content on social media platforms. The expected outcomes are an increase in visitor numbers, improved water quality, and the establishment of active environmental care groups. Ultimately, this activity aims to contribute positively to local tourism development and the welfare of surrounding communities.

How can short travel videos facilitate tourists’ decision-making about traveling to cultural heritage destinations? Evidence from the Wudang Mountain Complex

PurposeTourist attractions promote their marketing campaigns by releasing short tourism promotional videos for their potential to promote tourists’ decision-making. However, few scholars have studied the impact of short videos of cultural heritage tourism sites on potential tourists’ destination decisions.Design/methodology/approachIn this study, the Wudang Mountain Complex, a world cultural heritage site, was used as a case study, and stimulus-organism-response theory was applied to forecast the behavioral motives of prospective tourists. About 401 responses from those who watched the short videos of the Wudang Mountain Complex were collected for the structural equation modeling test.FindingsThe study’s findings have validated the link among tourists’ cultural involvement, cultural experience, positive emotions, cultural identity, destination image, cultural heritage value and destination decisions. Positive emotions and cultural heritage values directly and significantly influence decision-making. Meanwhile, cultural involvement is very important, and it indirectly influences decision-making through cultural experience, positive emotions and cultural heritage values. However, cultural identity and destination image do not significantly influence decision-making.Originality/valueThe research enhances comprehension of how short video promotions influence cultural heritage tourism. It sheds light on the development of tourism promotions for cultural heritage sites and the creation of short tourism videos.

Sales, Marketing, Branding, and Community Relations

Becoming a successful healthcare entrepreneur necessitates objectivity and clear thinking, often requiring a reevaluation of preconceived ideas about sales, marketing, and branding, which have gained negative connotations. Distinguishing marketing from sales is crucial: marketing involves promoting awareness, whereas sales focus on convincing customers to purchase. Effective marketing campaigns, especially in healthcare, often are educational rather than competitive. Building relationships and understanding the needs and preferences of potential clients are essential for both marketing and sales. Repeated exposure to marketing messages is necessary to establish brand recognition. Networking and community engagement are vital for building and maintaining a practice. Savvy healthcare entrepreneurs differentiate themselves, maintain their networks, and continuously seek opportunities to market their services effectively.

Effectiveness of cross-sector collaboration in strategy implementation and impact: Evaluation of the NSW Skin Cancer Prevention Strategy 2016-2022.

Australia continues to have one of the highest rates of skin cancer in the world. In NSW, melanoma is the third most common cancer diagnosed. At least 95% of skin cancers are caused by overexposure to ultraviolet radiation (UVR) from the sun, making it a highly preventable cancer. The NSW Skin Cancer Prevention Strategy (the Strategy) aims to reduce overexposure to UVR through collaborative efforts across government and non-government partners and the private sector. An evaluation was required to inform the Skin Cancer Prevention Strategy 2023-2030 development and implementation. The Strategy was evaluated using a mixed-methods approach, which included both process and outcome evaluation measures. Measures included population and campaign tracking surveys, administrative datasets, a document review of progress reports and meeting minutes, and semi-structured interviews and workshops with stakeholders. The evaluation outlined activities and achievements under each of the Strategy goals. Findings demonstrated improved understanding and awareness of sun protection policies and guidelines, improved access to adequate shade, increased measurability of shade availability and adequacy, and increased adoption of sun protection behaviours. Cross-agency collaboration and commitment were a key strength of the Strategy. The continued prioritisation of settings (e.g. schools, workplaces, etc.) and populations outlined in the Strategy were supported by the evaluation's findings. Additional focus areas for the new Strategy were highlighted, including secondary prevention or early detection. Continued skin cancer prevention activities, including social marketing campaigns and public education programs, are essential to ensure the adoption of sun protection behaviours by priority populations.

Analyze Brand Ambassadors and Advertising Through Brand Image on Buyer Decisions

The purpose of this study is to see how advertising and brand representation influence consumer purchasing decisions, both directly and through brand image as a mediating variable. The background of the study was McDonald's strategic collaboration with BTS, which capitalized on the group's global popularity to attract customers through BTS Meal products. This phenomenon shows how marketing elements are crucial in influencing consumer behavior, especially children. This study used a quantitative approach with primary data collected through questionnaires. Respondents were customers who had purchased the BTS Meal at McDonald's Sukabumi. Structural Equation Model (SEM) was used to analyze the data. The study showed that advertising and brand ambassadors have a significant influence on the formation of brand image, which in turn affects consumers' decision to purchase goods. Advertising has a direct impact, but brand ambassadors do not. The implications of this study suggest companies should prioritise marketing strategies that utilise innovative and consistent advertising if they want to build a strong brand reputation. The right brand ambassador can enhance brand reputation, but to influence purchasing decisions directly, a more comprehensive strategy must be integrated. The results offer guidelines for other businesses to create successful marketing campaigns that utilise the synergy of branding elements to enhance brand appeal and increase consumer loyalty. To build stronger emotional connection with consumers, the study emphasises the importance of understanding the social and cultural dynamics of the target market.

PREDICTING IMPACT OF DIGITAL ADS ON PURCHASING INTENTION USING MACHINE LEARNING CLASSIFICATION MODELS

Digital marketing provides a set of tools and strategies to influence purchasing intentions. The research proved that digital ads can positively influence purchasing intentions based on a set of factors. Several studies were conducted to use machine learning in predicting purchasing intentions. The paper demonstrates that digital marketing can generate positive purchasing intentions. However, digital marketing factors that can positively influence purchasing intentions are not widely considered in research that predicts purchasing intentions. This article aims to develop a classification machine learning model to predict the impacts of digital ads on purchasing intentions based on demographics and digital marketing factors. The used dataset was collected from individuals in Saudi Arabia by using a questionnaire. Two experiments related to feature extraction are applied, and ten different classification machine learning models are evaluated at each experiment. The voting classifier provides an accuracy of 92%, and the random forest provides an accuracy of 91%. They provide good and useful predictions. The results obtained can help marketers to target the right individuals in their digital marketing campaigns.

Big data analytics for customer relationship management: Enhancing engagement and retention strategies

This paper examines the application of big data analytics to enhance customer relationship management (CRM) engagement and retention strategies. The primary objective is to explore how big data analytics can be leveraged to gain insights into customer behavior, preferences, and interactions, thereby improving CRM initiatives. The research methodology involves a comprehensive literature review and case study analysis of organizations that have successfully integrated big data analytics into their CRM systems. Key findings indicate that big data analytics significantly enhances the ability to personalize customer interactions, predict customer needs, and identify at-risk customers, leading to improved engagement and retention. The analysis reveals that data-driven CRM strategies enable organizations to create more targeted marketing campaigns, optimize customer service processes, and develop loyalty programs that resonate with customers. Additionally, the study highlights the importance of integrating various data sources, including social media, transactional data, and customer feedback, to gain a holistic view of the customer journey. The conclusions underscore the transformative potential of big data analytics in CRM, suggesting that its strategic implementation can lead to substantial improvements in customer satisfaction and loyalty. This research emphasizes the need for organizations to invest in advanced analytics tools and data management practices to fully capitalize on the benefits of big data analytics in their CRM efforts.

A Classification Pipeline Methodology for Predicting Personality Traits

With multiple advancements in machine learning and deep learning a multitude of tasks that were either too complex to hardcode or even regarded as impossible can now be performed. This technology can be used to our advantage to determine someone's personality based solely on their perception and opinions. Nowadays, a lot of tasks involving the victim's personality are necessary for criminal activity surveillance, personality has started to play a significant role in mental health therapy as well as hospitality businesses are trying to monitor the personality of customers to provide better services. We can assist in the completion of such a work by combining deep learning with a classification-based machine learning model connected by a data pipeline. The use case can also be extended to hospitality businesses to understand the mindset of the patient and is also useful during selection of candidates for a particular job profile based on their personality traits. It is also used in many successful marketing campaigns to target specific audiences. We propose a combined classification pipeline that employs both unsupervised and supervised deep learning approaches such as K-Means along with LSTM, GRU, RNN and Autoencoders (Deep Embedded Clustering) to draw a comparative analysis between these approaches to analyze personalities successfully.

Exploring Consumers’ Locavorism Through the Lens of Attitude: Empirical Study of Myanmar Market

As a growing concept of consumer ideology, locavorism is a well-known topic in consumer research. The preference for local food consumption is a crucial issue that is actively discussed at the stage of consumer and sociology research from different perspectives. Therefore, this study explores the locavorism of consumers through the lens of attitudes in Myanmar. There were two specific research objectives in this study: 1) to analyze the effect of locavorism on consumers’ attitudes in the Myanmar market and 2) to examine the effect of attitude on consumers’ purchase intention in the Myanmar market. This study mainly used an explanatory research approach. For data collection, a survey method was employed in this study. For the hypotheses testing, descriptive statistics and multiple linear regression were applied as the major data analysis techniques in this study. According to the result of the empirical analysis, only one of the three attributes of locavorism has a positive and significant effect on attitude. Moreover, attitudes have a positive and significant effect on purchase intentions. Based on the research findings, some major recommendations for both literature and the practical world are made in this study. Among them, local food brands should promote their brand identity by identifying how the consumption of local foods develops the local community economy, as well as in their marketing campaigns. Finally, creating positive attitudes toward local foods that well shape highly intentions to buy local foods because attitudes and purchase intentions are positively related.

The Impact of Customer Perception and Religiosity on Satisfaction with Car Ijārah Financing in Pakistan: The Mediating Effect of Clarity and Accuracy

Purpose — This research aims to assess the impact of customer perception and religiosity on satisfaction with the car ijārah financing product which is offered in the Islamic banking market in Pakistan. The study also highlights the importance of clarity and accuracy that boost customer confidence in the car ijārah purchasing process. Design/Methodology/Approach — The study applied the Partial Least Squares-Structural Equation Modelling (PLS-SEM) technique to explore the complex relationship among the latent variables and their constructs. The primary data were collected from existing Islamic banking car ijārah customers who have already availed of the product from Islamic banks in Pakistan. A total of 268 respondents were finalised after scrutiny. Findings — The findings endorsed the proposed hypothesis of the study and demonstrated a strong and positive correlation between customer perception, religiosity, and customer satisfaction. Similarly, clarity and accuracy also act as a mediating variable (partially mediate the variables), and have a substantial effect on customer satisfaction. Originality/Value — This study extends the existing literature by incorporating religiosity into the customer satisfaction model for car ijārah financing. It provides a unique theoretical perspective, highlighting how religious beliefs impact customer behaviour and perceptions regarding Islamic financial products such as car ijārah. The study therefore fills a gap in the literature by addressing how religious values affect customer perception of Islamic financial products, offering insights that could help Islamic banks tailor their services to better align with religious beliefs. Research Limitations — The study is limited by its focus on existing customers from the Islamic banking sector in Pakistan that availed of car ijārah financing. Additionally, future research could explore other regions to enhance the generalizability of the results. Theoretical Implications — The study underscores customer perception and religiosity as crucial factors that influence customer satisfaction. Similarly, by improving clarity and accuracy about car ijārah products, Islamic banks can enhance customer satisfaction and increase market share. Practical Implications — The study provides valuable insights to Islamic banking practitioners to enhance and reinforce the car ijārah product structure in Pakistan by taking into account the need to address religious customers’ preferences. Islamic banks also need to focus on the clarity and accuracy aspects of Islamic financial products in their marketing and awareness campaigns to attract more religious customers.

Social norms and consumption tax evasion: unpacking passive consumer participation

PurposeThe purpose of this study is to explore the social norms influencing consumer participation in consumption tax evasion (CTE) by examining both passive and active roles from a social marketing perspective. The study aims to identify the factors that prompt consumers to engage in or abstain from CTE, with a particular focus on the interplay of descriptive and injunctive norms and perceived consumer effectiveness (PCE).Design/methodology/approachThe study utilizes a scenario-based experimental design involving 306 respondents in India, stratified by demographics and tax compliance attitudes. We used the PROCESS Macro to analyze the data using established scales for measuring descriptive and injunctive norms and PCE.FindingsThe results indicate that descriptive norms significantly increase the intention to engage in CTE, while injunctive norms weaken this relationship. PCE strengthens the moderating effect of injunctive norms. These findings highlight the mechanisms driving passive participation in CTE.Social implicationsThis study underscores the importance of societal norms and individual efficacy beliefs in shaping ethical behaviors such as tax compliance. By understanding these factors, governments can better design social marketing campaigns and public policies that foster a more compliant and ethically aware society.Originality/valueThe originality of this research lies in its examination of both passive and active consumer participation in CTE, a relatively understudied area within tax compliance literature. It extends the discourse on social norms and tax evasion by incorporating the nuanced roles of descriptive and injunctive norms and offers valuable insights for academicians, tax authorities and policymakers interested in behavioral interventions.

Online marketing campaigns’ aesthetics: Measuring the direct effect on customers’ decision-making

This research aims to investigate the direct and formal effect of visual aesthetics on customers’ willingness to participate in an online marketing campaign, given that visual aesthetics is considered a salient design characteristic that customers tend to refer to when expressing their experience with the online retailer environment. This research study incorporates the Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM) to propose and estimate this direct effect through structural aesthetics TAM model. In order to validate the proposed model, an online survey with interactive experience was constructed utilizing an open-source platform and was primarily sent to scholars specializing in HCI, informatics, user experience, and digital marketing research in the United Kingdom. The data were obtained from 360 participants, and Partial Least Squares (PLS) path modeling using SmartPLS 4 was employed to evaluate the proposed model. The empirical evaluation demonstrated and confirmed the authenticity and novelty of significant direct and formal effects of customers’ perceived visual aesthetics on their willingness to participate in an online marketing campaign (β = 0.462, t = 10.847, p < 0.001), and their usage attitude (β = 0.789, t = 39.622, p < 0.001). These findings highlight the importance of visual aesthetics in online marketing campaign design, suggesting that concise, well-organized, and visually appealing user interfaces is more likely to engage customers than a complex, cluttered one.