Marketing Practices Research Articles

Brand authenticity influence on young adults’ luxury sneakers brand preference: the mediating role of brand image

It is of interest to examine how consumers perceive luxury brands with the different elements of authenticity, leading to brand image, for companies to create and build a brand that is conducive to influence purchase intention. Through a proposed conceptual research model, brand authenticity and brand image as the predictor variables, with brand preference as the outcome variable, the study investigates the causal relationship of these constructs, where eight (8) determinants of brand authenticity are assessed. Findings of the research support all nine proposed hypotheses, as a result, indicated that brand authenticity and brand image influence consumers’ brand preference. The same model development for the current study can be applied in other geographical zones and in different contexts to prove its generalisability. This study assists fashion marketing practitioners and brand managers to remain sustainable and better identify the factors that influence brand authenticity and brand image on brand preference of luxury sneakers among young adults in South Africa. The rapid globalization and increase in competition has caused a shift in the luxury industry so marketers need to focus on the authenticity of a brand to influence consumers’ brand preference. Theoretically, this study adds to the limited academic literature on the theory of reasoned action and the brand equity theory, with regard to branding.

THEORETICAL EXPLORATION OF DATA-DRIVEN DECISION-MAKING IN DIGITAL MARKETING

In the rapidly evolving landscape of digital marketing, the utilization of data-driven decision-making strategies has become imperative for organizations to stay competitive. This study employs a theoretical exploration methodology to investigate the intricate dynamics of data-driven decision-making in digital marketing. Through a systematic review and analysis of existing theories, concepts, and frameworks, the research aims to construct a comprehensive understanding of the theoretical underpinnings guiding decision-making processes in the digital marketing domain. Key theoretical constructs and models relevant to data analysis techniques, consumer behavior, market trends, and marketing strategy formulation are critically evaluated to elucidate the conceptual foundations of data-driven decision-making. By synthesizing insights from multiple disciplines, including marketing, information technology, and decision sciences, the study develops an integrative theoretical framework that provides a nuanced understanding of the complexities inherent in contemporary digital marketing practices. The findings contribute to the advancement of theoretical knowledge in the field and offer valuable insights for both academia and industry practitioners seeking to leverage data-driven approaches in their marketing strategies.

AI-Powered Marketing: Transforming Consumer Engagement and Brand Growth

This paper explores the profound impact of artificial intelligence (AI) on marketing strategies across various sectors. AI has revolutionized marketing practices by enabling personalized customer experiences, enhancing data analytics, and optimizing advertising campaigns. The paper examines case studies from companies like Alibaba, Sephora, and Toyota, highlighting how they leverage AI to improve customer engagement and drive sales. Additionally, it discusses the components of AI marketing, including machine learning and big data analytics, and their role in bridging the gap between data collection and actionable insights. Furthermore, the paper delves into the implications of AI for different aspects of marketing, such as email marketing, advertising, chatbots, predictive analysis, and dynamic pricing. By synthesizing insights from a diverse range of sources, this paper provides a comprehensive overview of the transformative impact of AI on modern marketing practices.

Impact of Social Media on Fashion Trends and Consumer Behavior in Kenya

Purpose: The aim of the study was to investigate the impact of social media on fashion trends and consumer behavior.
 Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
 Findings: Social media democratizes fashion by offering diverse content, shaping trends and consumer behavior. Platforms like Instagram and TikTok facilitate trend dissemination and peer-to-peer recommendations. They also integrate commerce, transforming the shopping experience. Ultimately, social media is pivotal in driving real-time fashion trends and shaping consumer preferences.
 Unique Contribution to Theory, Practice and Policy: Social identity theory, diffusion of innovation theory & social learning theory may be used to anchor future studies on the impact of social media on fashion trends and consumer behavior. Fashion brands and marketers should leverage social media platforms to engage with consumers in meaningful ways, fostering community-building and co-creation of content. Policymakers should consider regulating the transparency and authenticity of sponsored content on social media platforms to mitigate the potential for deceptive marketing practices and protect consumers from misinformation.

How To Effectively Tell Chinese Stories in Bilingual Teaching

Bilingual marketing courses face the challenge of prioritizing internationalization over localization, hindering the showcasing of China’s unique stories. This study explores the integration of localized digital marketing cases into teaching practices, aiming to enhance students’ understanding of local marketing theories. Course objectives focus on knowledge cultivation, skill development, and character building. Through multimedia presentations, group discussions, and practical experiences, students use English as a tool in marketing scenarios. The course methodology emphasizes hands-on research, group discussions, and project-driven investigations to enhance problem-solving skills and communication abilities. By fostering collaboration and deepening students’ understanding of local marketing practices, this approach equips them with the necessary skills to navigate real-world marketing environments effectively.

The Entrepreneurship Marketing Practices: Evidence from Pakistan

The purpose of this study is to develop an understanding of how entrepreneurs in Pakistan implement marketing strategies, including their application and the dimensions of entrepreneurial marketing. Qualitative research was used, and for getting in-depth information, interviews through the cause study analysis approach were used. The data was analyzed using Nvivo 12. Further thematic analysis, word trees, word tag clouds, and tree maps have been conducted. The semi-structured interviews were conducted with senior managers, directors, and CEOs of various firms to support our research. There is a significant gap in research regarding the application of marketing strategies in the entrepreneurial context in Pakistan. To the best of the authors' knowledge, similar research has been conducted in Poland, Sri Lanka, and the UAE, but with regard to Pakistan, this topic is relatively unexplored. The study explains the seven dimensions of entrepreneurial marketing practices to gain further clarity. The research is both explorative and descriptive in nature, aligning with the theory of entrepreneurial marketing. This study will assist practitioners and researchers in understanding how to retain existing customers in the market, manage risk, allocate resources, and create value for customers. Additionally, it highlights both commonalities and differences between entrepreneurial practices in Pakistan and other regions.

Сравнительно-правовой анализ полномочий товарных бирж и регуляторов организаторов торговли по контролю за этическим поведением участников торгов (на примере Великобритании, США, Японии и Индии)

In the current economic and political conditions there is a need to regulate the conduct of exchange traders. Currently, exchanges carry out this regulation directly, but it is not sufficient. Therefore, a comparative legal analysis of approaches to regulating the ethical conduct of traders in foreign jurisdictions is particularly relevant. Foreign experience shows that regulators and exchanges identify trader misconduct, establish criteria for such conduct and measures to punish it. At the same time, to minimize potential consequences for the commodity market, for example, due to erroneous actions by exchanges in qualifying conduct, and maintain its stability, the foreign regulator exercises control over activities of exchanges and trader compliance with local legislation, issues relevant acts and recommendations containing a list of desirable and undesirable market practices. According to the author, when introducing amendments and additions to regulatory legal acts regarding the powers of the Bank of Russia, it may be beneficial to consider foreign experience in regulating misconduct of exchange traders in the commodity market in Russian practice.

The impact of relationship marketing practices on companies’ market and financial performance in emerging markets

PurposeThe paper aims to reveal the impact of relationship marketing (RM) practices adopted by companies in emerging markets on their market and financial performance (FP) over a long-term, 13-year perspective.Design/methodology/approachThe research design combines primary empirical data from 229 Russian companies, based on the Contemporary Marketing Practices (CMP) survey, and objective FP data from official statistical databases for 2008–2020 to verify the impact of RM practices on market and FP in the long term.FindingsThe research underlines the significant impact of RM practices. It is important to notice that the effect of product development (PD) on marketing performance is mediated by competitor orientation. PD affects market and FP, whose roles vary with the return on assets (ROA).Research limitations/implicationsResearch design supplements the subjective survey data with the objective FP data on the ROA to avoid common method bias.Practical implicationsImplementation of RM practices by Russian companies can increase their effectiveness of performance in the long term.Originality/valueThis research shows the positive impact of RM practices on the FP of Russian firms over the past 13 years.

Sustainable Marketing Strategies and Financial Performance: A bibliometric Analysis with Web of Science database

This comprehensive study explores the relationship between sustainable marketing strategies and financial performance within the evolving business landscape. It delves into the emergence of sustainable marketing as a powerful strategy that bridges consumer desires and responsible practices. Leveraging key findings from various research sources, the study underscores the significance of tangible sustainability efforts in meeting rising consumer, investor, and employee demands. It emphasizes the vital evolution of sustainable marketing practices and the shift from traditional marketing paradigms. The study highlights the major area of publication by journal, country, most popular articles and the funding agencies. Ultimately, the research identifies the need to investigate how sustainable marketing strategies impact financial performance, offering valuable insights for businesses aiming to navigate the nexus between profitability and responsible practices in today's complex business environment.

Analysis of the Effect of Social Media Usage, Search Engine Optimization, and Content Strategy on Business Growth in the E-Commerce Industry in Indonesia

This research investigates the influence of digital marketing practices on business growth in the e-commerce industry in Indonesia, focusing on Social Media Usage, Search Engine Optimization (SEO), and Content Strategy. A sample of 150 e-commerce businesses was analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The results reveal significant positive relationships between Social Media Usage, SEO, and Content Strategy with Business Growth. Additionally, mediation and moderation effects are explored, suggesting a significant mediating role of customer engagement in the relationship between social media usage and business growth. The findings provide practical implications for businesses and policymakers in enhancing digital marketing strategies for sustainable growth in the dynamic Indonesian e-commerce landscape.

Green Washing Won't Wash

This research paper explores greenwashing, a deceptive marketing practice employed by corporations to create a misleading perception of their environmental responsibility. Through a comprehensive analysis of academic literature, case studies, and industry reports, this paper highlights the various tactics companies use to greenwash their products and services. Also, itidentifies greenwashing strategies and promotes ethical practices. Moreover, it provides consumers and stakeholders with practical strategies to identify and avoid falling victim to corporate greenwashing. Additionally, the paper examines the consequences of greenwashing on consumer trust, environmental initiatives, and regulatory frameworks. So,this research paper sheds light on the need for transparency, accountability, and effective regulation to combat greenwashing and foster genuine sustainability efforts by corporations.

Transitioning opportunities for sub-Saharan Africa’s small-scale urban pig farming towards a sustainable circular bioeconomy

ABSTRACT Small-scale urban pig farming (SUPF) in sub-Saharan Africa (SSA) contributes to food, nutrition, income and social security of indigent urbanites but is associated with animal, human and environmental health risks. In this context, it is critical to identify key strategies to optimize the benefits and minimize the risks of SUPF in SSA. The current review identifies a set of existing management practices that synchronously enhance sustainability and circularity of SUPF and explore factors influencing the capacity of farmers to adopt such practices. The review demonstrates that there is a multitude of opportunities for enhancing the sustainability and circularity of SUPF in SSA through application of sustainable and circular economy practices (SCEPs) in housing, feeding, breeding, health, marketing and waste management. However, these opportunities can only be fully realized if appropriate urban planning, by-laws, and policies are implemented, and socio-economic, psychological and institutional factors, private-public partnerships and international corporations that promote widespread application of SCEPs are holistically integrated into decision-making processes of the relevant stakeholders. Research should continuously focus on identifying SCEPs adopted by farmers and incorporating their adoption predictors in decision-making. This has the potential to transition SUPF in SSA towards a more sustainable and circular food system.

SUSTAINABLE MARKETING INNOVATION AS MANIFESTATION OF SOCIAL RESPONSIBILITY IN BUSINESS

The article is devoted to the current topic of development and implementation of sustainable marketing innovations based on the concept of socially responsible marketing to ensure business competitiveness. The work provides definitions of «marketing innovation» by various authors (P. Drucker, S. Jobs, J. Notter, L. Duncan, V. Govindarajan, M. Porter), highlighting the diverse nature of innovation, covering everything from the introduction of new products and services to cultural and organizational change. Marketing innovation has been proven to play a key role in driving sustainable business development by shaping consumer behavior, improving brand reputation, promoting stakeholder engagement, and creating a positive impact on the environment and society. During the innovation process, it is important to consider the concept of VUCA (Variability, Uncertainty, Complexity and Ambiguity). It is stated that sustainable marketing innovations go beyond traditional marketing practices, integrating environmental and social responsibility into the core of business strategies.

Cultivating Prosperity: Analyzing Marketing Challenges Encountered by Pomegranate Farmers in Tumkur District

This study presents an overview of the demographic characteristics and marketing practices of pomegranate farmers in Tumkur District, Karnataka, India. Data was collected through surveys and interviews conducted among male and female farmers, with a focus on age, landholding, education, income, and marketing practices. The findings reveal a predominantly young farming population, with the majority falling within the 31-45 years age group. The data also shows that both male and female farmers mainly possess small landholdings, typically between 2-5 acres. This suggests a prevalence of smallholder farming in the region. Regarding education, while primary education is the most common level of education among both genders, there is a significant portion of female farmers with no formal education, indicating potential disparities in educational opportunities between genders. Income distribution analysis indicates that the majority of farmers earn between INR 20,000 - 30,000 per month, with male farmers slightly earning more than their female counterparts. Analysis of marketing practices reveals a preference among both male and female farmers to sell their produce locally, with direct selling to consumers being more common among female farmers. Meanwhile, male farmers tend to engage more with wholesalers. The study also highlights a relatively low usage of online platforms for sales among both genders, suggesting an area for potential improvement in leveraging technology for marketing. This study provides valuable insights into the demographic profile and marketing practices of pomegranate farmers in Tumkur District, which can inform policy interventions and agricultural development programs.

The Impact Of Social Media And Online Networking On The Shopping Behavior Of Young Adults In Ho Chi Minh City

This study investigates the multifaceted impact of social media and online networking platforms on the shopping behavior of young adults in Ho Chi Minh City. By utilizing a mixed-method research approach, including both online surveys and in-depth interviews, with a diverse sample of 150 participants aged 18 to 25, the findings reveal a spectrum of influences on young adults’ purchasing decisions. It was observed that the authors’ names often relied on recommendations from friends and acquaintances they connected with through these platforms when making purchasing decisions. Additionally, positive consumer reviews and positive endorsements shared on social media platforms were influential in motivating young adults to consider specific products or services. Conversely, there were instances of negative impacts on shopping behavior. Participants reported experiencing social comparison, whereby they felt compelled to align their purchases with the trends and preferences of their peers on social media. This peer-induced pressure sometimes led to impulsive buying decisions, driven more by the desire to conform rather than genuine personal preferences. The study revealed a complex interplay of both positive and negative influences. While social media and online networking could provide valuable information and foster social interactions related to shopping, they also posed challenges related to impulse buying, overspending, and dissatisfaction with purchases.The research emphasizes the increasing significance of social media as a platform for consumer engagement. Participants actively engaged with brands and businesses through social media channels, seeking product information, discounts, and exclusive promotions.Given the prevalence of impulse buying and overspending observed, educational initiatives to enhance financial literacy among young adults could prove beneficial. Empowering them with the skills to make informed purchasing decisions may mitigate the adverse effects of impulsive shopping behaviors.As businesses increasingly tap into social media influence, ethical considerations emerge. Transparency in advertising and responsible marketing practices should be upheld to maintain consumer trust and credibility.

Pay Transparency Causing Major Impacts in Reward Strategies: New Research from Reward Leaders

This paper examines the results of a global Korn Ferry survey that assessed pay transparency-related market practices. Despite increased attention and pressure from internal and external stakeholders, organizations are still in the early stages of implementing pay transparency strategies. Organizations plan to overhaul their reward communication strategies, with manager training and employee education as the primary focus areas. Managers play a critical role as the first line of communication with employees on their team, and organizations recognize that a significant upskilling effort will be needed to enable them to communicate effectively about pay decisions and avoid unintended consequences. The authors provide considerations for organizations moving toward more transparent pay practices, including clarifying a pay transparency strategy, assessing their current practices, improving compensation programs, aligning their leaders and developing effective rewards communications strategies.

Green bond market practices: exploring the moral ‘balance’ of environmental and financial values

ABSTRACT This paper explores why and how green bond investors apply environmental and financial morality. It analyses the coproduction of environmental and financial values in green bond markets using digital ethnography, industry literature and interviews with investors during 2019–2022. It analyses how green bond investors explain and narrate their diverse market practices in the balancing of financial and ethical returns, converging in an unstable space of mutual coproduction. The calculative practices and signalling of green virtue are performed in little machines of ethical inscription but are rarely either empirically validated or explicitly discussed. The green bond universe might appear stable, but its foundations are forged in long-standing intersectional assumptions, as it relies on, and reproduces, the historical structures of racial capitalism. The market practices described here are designed to help green bonds become a mainstream asset class. However, these are reproducing older discursive tropes and growth is elusive.

Historical development, significance and application of marketing in agribusiness

Market conditions in which the agricultural sector does business are continuously changing and developing. The agricultural sector competes with the competition when the only constants in agricultural production are great turbulences of agroclimatic conditions, and permanent changes in the market. Those changes are happening rapidly, which causes oscillations in business results, and it often leads to disappointment and desertion of the agricultural sector, especially by young, mobile, and working people. This chapter aims to offer a concept of modern marketing, so its implementation into the agricultural sector would contribute to more efficient and effective work. Also, it would lead to better results for all partakers of agricultural sectors, especially agricultural producers. Today, the battle for a better and more profitable position of agricultural producers in domestic and foreign markets is unimaginable without applying strategies and tools of modern marketing. To master the competitive advantage and maintain it on the market for a long time is a complicated process for the biggest and richest companies of today. It is especially hard and complex for participants from the agricultural sector because of the countless specificities of agricultural producers, and agricultural production itself. The finding of the review and research is that domestic agricultural producers are the main, but the weakest link in the chain of the agricultural sector. They are faintly, or not at all prone to using marketing management, strategies, and tools of marketing, like market segmentation, targeting, product differentiation, as well as combining elements of the marketing mix in their business activities and their value offer to customers. By doing this, they significantly make their market position more difficult, and they reduce competitiveness on both domestic and foreign markets of agricultural products, or in a broader sense, the whole agricultural sector. The most current trends of modern marketing practice are represented in this review, together with solutions for their implementation into the agricultural sector.

Ethical Marketing Practices and Customer Loyalty Towards Petrol Stations in Calabar Metropolis

This study examined ethical marketing practices and customer loyalty towards petrol stations. It specifically sought to unravel the relationship between marketing transparency, quality assurance, environmental responsibility and customer loyalty towards petrol stations. To that end, the study adopted cross-sectional survey research design. This enabled the collection of primary data from 168 motorists in Calabar Metropolis using a structured questionnaire. The data obtained were descriptively analyzed, while the hypotheses of the study were tested using Pearson’s product moment correlation method. The findings of the study revealed that marketing transparency, quality assurance and environmental responsibility had significant positive relationships with customer loyalty towards petrol stations in Calabar Metropolis. On the basis of these findings, we recommended that petrol stations should adopt transparent marketing, maintain honesty in advertisements, ensure trustworthy employees, prevent deceptive pricing, guarantee accurate dispensing pumps, implement quality assurance measures for safety and durability, and exhibit a consistent commitment to environmental sustainability to foster positive perception and encourage repeat customer patronage. From the limitations of the present study, we offered potential suggestions to guide future research efforts.

Project development methodologies applied to capital projects focused on non-renewable and renewable energy sources: bibliometric analysis

This article aims to demonstrate the main results of bibliometric analysis related to current publications that disclose the energy transition from fossil sources, primarily natural gas, to renewable sources. It also covers publications involving the production of gaseous fuels such as biogas, biomethane, synthetic natural gas, and synthesis gas derived from biomass. Additionally, it explores how these topics relate to recent economic organization concepts, such as Circular Economy, Industrial Ecology, Short Supply Chain, etc. Notably, the article presents methodologies from a technical, economic, and financial perspective for the development of capital projects in this sector. These methodologies are widely used in academic research and development but may not necessarily align with established market practices.