Marketing Perspective Research Articles

Drivers and dampers of distance desire in crisis periods: A German market perspective

Modelling complex consumptive decision-making during crisis periods represents a burgeoning research avenue, particularly in the context of intercontinental travel. Examining data generated from a representative online sample of n = 2,021 Germans as potential long-haul travellers, this study investigated which socio-demographic, psychographic and behavioural factors positively (drivers) or negatively (dampers) influenced distance desire during the contemporary era characterised by crisis events. After applying multiple linear regressions with distance desire as the dependent variable, it was found that in crisis periods, hedonistic travel motives, a high affinity for risk and previous long-distance travel experience are the drivers of distance desire, whilst socio-demographic factors (e.g., income or age) and the desire to maintain a low climate footprint do not exert a significant dampening influence. Results can support attempts to influence long-distance travel behaviour in crisis periods since they clarify which travel motives and other factors drive the desire for long-distance travel in Germany.

The Effect of Educational, Escapism, Memorable Tourism Experience on Sustainability-Oriented Loyalty in Kembang Island Park with the Moderating Effect of Biodiversity Knowledge: Green Marketing Perspective

The Effect of Educational, Escapism, Memorable Tourism Experience on Sustainability-Oriented Loyalty in Kembang Island Park with the Moderating Effect of Biodiversity Knowledge: Green Marketing Perspective

Sustainability performance, corporate governance, and financial performance: Evidence from Poland and Central European listed companies

PURPOSE: Businesses are regarded as the main agents that can help achieve sustainable development. Therefore, more and more firms of various characteristics integrate sustainability issues into their business strategies. There is ongoing debate on the relationship between sustainability engagement and firm performance, with ambiguous results. Our study falls into this stream of research by adding the perspective of the Central European economy. The main objective of our paper is to examine the relationship between firm sustainability performance and its financial performance in the context of various corporate governance characteristics (in particular board attributes and ownership structure). METHODOLOGY: Our research sample covers firms listed on the Warsaw Stock Exchange representing various indexes (related to their size) and sectors in 2015–2021. We measure sustainability performance with our original aggregated index created by integrating key firm ESG engagement characteristics. Financial performance is analyzed from two different perspectives – accounting perspective illustrated by profitability of assets (ROA) and market perspective - illustrated by market value (MV/BV ratio). To achieve the research aims, several statistical methods were employed in the study, including selected descriptive statistics and panel regression models. FINDINGS: Our results confirm a significant positive relationship between sustainability and financial performance, as measured by ROA and MV/BV ratios. Additionally, we observe a significant positive relationship between gender diversity on the management board (the presence of women on the management board) and accounting performance. Our results provide an argument for firm engagement in sustainability initiatives, as it may improve its profitability and market value. IMPLICATIONS for theory and practice: Our study not only contributes to the corporate finance and sustainability literature by providing evidence on the relationship between sustainability performance and financial performance in the context of the Central European economy, but also provides insights for corporate governance research in terms of boards attributes and different types of ownership structures. The policy suggestions derived from our findings can benefit both managers and regulators, focusing on the sustainable development paradigm and ultimately enhancing overall stakeholder well-being. ORIGINALITY AND VALUE: The originality of our research stems from investigating the relationship between sustainability performance and firm performance from both an accounting and a market perspective and using the original sustainability index developed for the purpose of the study. Additionally, we address potential gaps in existing research by incorporating several corporate governance characteristics to clarify their importance for a firm performance.

RECRUITING LATINO CAREGIVERS INTO DEMENTIA-RELATED RESEARCH: NOT FOR THE FAINT OF HEART

Abstract Drawing from the theoretical model—the Micro-Meso-Macro Framework— we elucidate factors that facilitated or impeded diverse sample recruitment to a community-based caregiver intervention study with high Hispanic/Latino representation in California. Based on our multi-level analysis of recruitment meetings and community outreach tracking, we documented the following factors implicated in trial participation: 1) Micro: prior encounters with the research enterprise; educational attainment and occupational status; sense of altruism and beneficence; monetary incentivization; comfort with disclosure of private matters; starting from ground zero; gender issues; and 2) Meso/macro: assembling a proactive scientific team; incorporating a marketing perspective; leveraging logos and reputation; training trial staff and community partners; writing project budgets that incentivize diverse trial recruitment; making inroads with community partners; navigating technological challenges; and tapping into resources to alleviate barriers. Latinos were adversely affected by low exposure to research activities and technological barriers which necessitated extra supports during trial participation.

INNOVATIVE APPROACHES TO ENTERPRISE MARKETING STRATEGIES IN THE DIGITAL ECONOMY

In modern society, the innovative development of the Internet, large data, cloud computing, artificial intelligence and blockchain have made significant changes in people's life and work. Against the background of rapid development and large coverage of the digital economy, the enterprise should move from traditional marketing concepts, models and methods to Internet marketing in a timely manner. This change should be supplemented with an organic integration online and offline to meet the needs of the digital era. This document first analyzes the impact of the digital economy on the corporate marketing environment and summarizes existing problems, providing purposeful innovative strategies to increase competitiveness in the market. It is aimed at ensuring that enterprises can constantly focus on a wave of digital economy and achieve sustainable development. The digital economy can contribute to the formation of innovative resources by changing the topic of innovation, information collection methods and enterprise development methods. It can also promote technological innovation and modernization through technologies, demonstration effects, feedback effects and increase the efficiency of technological innovation. The digital economy affects scientific and technological innovations, mainly in three aspects: the digital economy can effectively simplify the process of gathering information of various innovation. The digital platform diversifies innovative entities, expands channels for each organization to obtain appropriate knowledge and advanced technologies, and provides technical sources and basics of knowledge for innovation and evolution of existing technologies. During the critical phase of marketing innovations, the enterprise should contribute to a positive cultural atmosphere. Creating consumers and emphasizes users' experience and emotional communication, companies can direct their marketing teams to establish the right market perspective, guaranteeing that every marketing strategy and activities are rotating around the real needs and preferences of consumers. This cultural atmosphere, consumer -oriented, helps to deepen the understanding of market dynamics, stimulates innovative thinking and promotes constant optimization and modernization of marketing strategies.

Multi-Objective Operation Optimization of Park Microgrid Based on Green Power Trading Price Prediction in China

The dual-carbon objective aspires to enhance China’s medium- and long-term green power trading and facilitate the low-carbon economic operation of park microgrids from both medium- and long-term and spot market perspectives. First, the integration of medium- and long-term green power trading with spot trading was meticulously analyzed, leading to the formulation of a power purchase strategy for park microgrid operators. Subsequently, a sophisticated Bayesian fuzzy learning method was employed to simulate the interaction between supply and demand, enabling the prediction of the price for bilaterally negotiated green power trading. Finally, a comprehensive multi-objective optimization model was established for the synergistic operation of park microgrid in the medium- and long-term green power and spot markets. This model astutely considers factors such as green power trading, distributed photovoltaic generation, medium- and long-term thermal power decomposition, energy storage systems, and power market dynamics while evaluating both economic and environmental benefits. The Levy-based improved bird-flocking algorithm was utilized to address the multi-faceted problem. Through rigorous computational analysis and simulation of the park’s operational processes, the results demonstrate the potential to optimize user power consumption structures, reduce power purchase costs, and promote the green and low-carbon transformation of the park.

Islamic marketing perspective on familial consumer practices: an integrated ethnographic approach and a reflective account of challenges and agility amid the COVID-19 pandemic

PurposeThe aim of this paper is to propose an integrated ethnographic approach (IEA) to explore familial consumption practices from an Islamic marketing perspective. It also offers a critical reflection on the advantages of ethnographic approaches and provides guidance for future researchers.Design/methodology/approachThis ethnographic study explores the consumption practices of eight families. Through interviews, observations and documentation, the study chronicles and analyses day-to-day activities to examine how consumption practices among followers of a certain religion are influenced by their religious beliefs.FindingsEthnographies are applicable for studying sensitive topics such as religious adherence and its influence on consumption choices. Their flexibility provides researchers with the agility to continue the study despite unexpected circumstances, such as pandemics. Through this approach, the researcher was able to discover the struggles of family members between balancing their religious practices with their consumption experiences.Practical implicationsThe implications of this study suggest that researchers immerse themselves in participants’ worlds if they want to generate insights about sensitive topics. The procedures explained in this study could guide future researchers.Originality/valueThis study had the privilege of adapting an IEA during the COVID-19 pandemic, which allowed the author to obtain novel insights in such unusual circumstances and to discover the agility of ethnographic methodology in exploring religion and consumption.

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.

The role of sustainability in property renovation: Preferences, challenges, and market perspectives

During property renovations, sustainability is increasingly playing a crucial role in reducing environmental impacts, utilizing resources efficiently, and improving the quality of living environments. In our research, we examined the environmentally conscious thinking of potential clients for sustainable renovations, including their requirements for materials, which encompass enhancing energy efficiency, the importance of waste reduction, the significance of using alternative energy, and the application of eco-friendly, durable, and local materials. According to the results of our quantitative survey, respondents recognized the importance of sustainability considerations and expressed their commitment towards energy-efficient and eco-friendly solutions, although costs and payback periods continued to be decisive factors. We found that advocates of sustainable property renovations in our sample displayed environmentally conscious characteristics, and environmentally conscious consumers are willing to spend more for significant and long-term results. As part of our research, we conducted in-depth interviews with real estate agents and general contractors to understand sustainability considerations in the decision-making process of property renovations. The key lesson from the interviews was that buyers can be segmented into different groups, with those prioritizing environmental awareness being of significant importance. Based on the findings, sustainability is increasingly coming to the forefront in property renovations. Thus, our publication offers a detailed insight into market trends and practices.

Corporate ESG performance and the capital market’s information environment: evidence from analysts’ forecasts

ABSTRACT The role of ESG is not confined to investments, but extends to the influence it exerts on capital markets. This study investigates the impact of corporate ESG performance on the information environment. Our results show that as companies demonstrate higher ESG performance, there is a significant increase in analyst coverage, an enhancement in the accuracy of public information, and a reduction in the precision of private information. Further analysis reveals that the impact of ESG performance on the capital market information environment is significantly higher in state-owned companies, non-heavily polluting industries, and the eastern regions. This study not only examines the economic consequences of corporate ESG performance from the perspective of the capital market’s information environment, but also provides practical guidelines for policymakers and professionals in finance and sustainability to optimize the capital market environment through the development of corporate ESG.

Super-Charlies mamma

Theme: Motherhood and Mothering. Ill. ©Stina Wirsén Super-Charlie’s Mum: Public Mothers, Adult Address, and Parasocial Relationships in Contemporary Swedish Picturebooks This article examines contemporary Swedish celebrity picturebooks in which the central characters share names with the children of the authors. The focus is on the relationship between the authors’ public personas and the maternal figures depicted in the books, as well as the ways in which such publications can be understood from a book market perspective. The analysis includes Margaux Dietz’ books about Arnold (2020–2021), Marie Serneholt’s books about Nico and Phille (2020–2021), and Camilla Läckberg’s first instalment in the Super-Charlie series (2011–). The rise of celebrity-authored children’s books has been a notable trend in the Anglo-American publishing industry, with parallel developments emerging in Sweden. The symbiotic relationship between celebrities eager to publish children’s literature and publishers seeking to capitalize on public figures is key to understanding the mechanisms that drive the production of such books. By integrating theoretical frameworks from children’s literature research, motherhood studies, and sociology of literature, this article demonstrates the value of a multifaceted disciplinary approach when analyzing the contemporary Swedish children’s book market. The article explores the adult address created by references to the authors’ actual lives — visible through texts, paratexts, and illustrations — which are primarily accessible to the adult reader. This phenomenon reflects the parasocial relationships that these books utilize to engage readers. As a result, different approaches to motherhood can be discerned: as a carer, a role-model, or a playfully distant star author. These variations of the literary mother figure comment on the authors’ public personas for the benefit of the adult readers, which in turn showcase the commercial possibilities surrounding motherhood, online and on the book market.

About the use and perspectives of place marketing in the development of Imereti tourism (on the example of the city of Kutaisi)

About the use and perspectives of place marketing in the development of Imereti tourism (on the example of the city of Kutaisi)

Feasibility study of processing wood twig waste into liquid smoke at the integrated waste management facility Diponegoro University

Abstract The pruning of trees along the road which is carried out every day by Diponegoro University causes piles of wood twig waste. There is no processing system for this waste. On the other hand, wood-waste can be processed into liquid smoke. Liquid smoke produced from processed wood-waste will not leave a coconut taste like liquid smoke in general and has a more distinctive and smokier aroma when it is used. This research aims to assess the market, technical and financial feasibility of processing wood twig waste into liquid smoke at the integrated waste management facility of Diponegoro University. Market feasibility was considered through Segmenting, Targeting and Positioning (STP) framework and marketing mix-4P. Technical feasibility was considered through calculating the availability of raw materials, production capacity and facility requirements. Financial feasibility was considered using the Net Present Value (NPV), Internal Rate of Return (IRR), Payback Period (PP), and Profitability Index (PI) methods. The results indicate that, provided at least 80% of the produced output is successfully sold at a price of IDR 35,000 per liter, the investment in processing wood twig waste into liquid smoke is considered feasible from market, technical, and financial perspectives.

Behavioural biases in sell-side equity analysts’ decision-making: a South African emerging market perspective

Behavioural biases in sell-side equity analysts’ decision-making: a South African emerging market perspective

Financial regulation and corporate social responsibility: Evidence from China

Corporate social responsibility (CSR) is a crucial force driving sustainable economic development. Against the backdrop of China's market transformation, scientifically studying CSR from the perspective of the capital market is crucial for promoting high-quality economic development. We investigate the impact of financial regulation on CSR through the difference-in-differences method. We discover that financial regulation significantly improves CSR. We further uncover that the mechanisms of reduced corporate financial assets and managerial myopia explain the increase in CSR, and analyze the heterogeneous effects on firms with different characteristics.

Pengaruh Social Distance dan Brand Familiarity terhadap Perceived Credibility, Trust dan Niat Berdonasi dimoderasi oleh Intrinsic Religiosity

This study aims to answer why someone is willing to donate their money from a marketing perspective by placing two independent variables, namely social distance and brand familiarity, as antecedents of the formation of perceived credibility, trust, and intention to donate to potential donors toward a charity project. A total of 120 student respondents participated in this study. The experimental design with a factorial design of 2 social distance (near vs far) x2 brand familiarity (familiar vs unfamiliar). The study results indicate that social distance and brand familiarity have a crucial role in forming perceived credibility, trust, and donation intention of potential donors. Interesting findings related to the interaction of the two main variables (social distance and brand familiarity) were also successfully identified. This study did not find enough evidence that intrinsic religiosity plays a role in moderating the relationship between perceived credibility and trust in the intention to donate to potential donors. Both social distance and brand familiarity are equally crucial in forming potential donors' perceptions and behavior. The study's findings have practical implications for charity managers, who can use this information to design more effective donation advertisements and increase the success of their fundraising projects.

Empowering leadership and socio-technological practices: an empirical investigation of BTS’s success

PurposeThis study explores the global phenomenon of BangTan Sonyeondan (BTS), a Korean singing group, from an under-researched art and entertainment market perspective. We introduce a research model to delineate the impacts of leadership motivation, socio-technological practices and global prominence outcomes.Design/methodology/approachThe theoretical foundation clarifies the research context, justifying the relevance of key concepts, linking them to primary research questions and forming the basis for a well-structured empirical investigation. Our research model presents the flows of leadership influence, training practices, technology use and global prominence outcomes. Utilizing a survey instrument, we gathered data from BTS fans and analyzed the empirical findings.FindingsBTS’s success is attributed to unique factors: (1) upstream flow of leadership influence; (2) process flow of internal service training and technological excellence, fostering stakeholder enthusiasm. The results indicate that service empowerment leadership is crucial in driving talent development and appropriate technology use, enhancing brand reputation. Fan loyalty and collective passion are key moderators in these dynamics.Research limitations/implicationsWhile focused on BTS, our findings have broader applicability in entertainment organizations, underscoring the relevance of socio-technological theory in understanding phenomena similar to BTS’s success.Practical implicationsLong-term brand performance in service organizations extends beyond financial metrics and necessitates empowering service leadership, training for key performers, technological infrastructure and managing personal interactions and group dynamics.Originality/valueThis study is unique in applying a leadership motivation perspective and socio-technological theory to BTS’s long-term success, utilizing BTS fans’ views to examine and assess their success factors and outcomes.

Exploring the effect of entrepreneurial bricolage and new venture growth

Purpose: This article attempts to find a unique mechanism in the relationship between entrepreneurial bricolage and new ventures growth by testing the mediating role of market ambidexterity, and the moderating effect of entrepreneurial networks.Design/methodology/approach: This article establishes a research model by considering entrepreneurial bricolage as the independent variable, market ambidexterity as mediators, entrepreneurial networks as a moderate variable, and new ventures growth performance as the dependent variable. The survey data collected from 372 Chinese new ventures were subjected to the hierarchical linear regression method for testing the proposed hypotheses.Findings/results: The results of this study indicate that entrepreneurial bricolage has a positive effect on new ventures growth. However, entrepreneurial networks negatively moderate the positive relationship between the two; In addition, both the balanced of market ambidexterity and combined of market ambidexterity partially mediate the relationship between entrepreneurial bricolage and new ventures growth. Finally, entrepreneurial networks have different moderating effects on the relationship between market ambidexterity and new ventures.Practical implications: The study highlights the importance of entrepreneurial bricolage and market ambidexterity strategies for sustainable growth in resource-constrained startups, advising them to focus on leveraging internal resources while selectively building entrepreneurial networks to avoid resource dispersion. This approach helps startups enhance resilience and drive long-term development in a dynamic competitive environment.Originality/value: Drawing from ambidexterity and social network capability, this paper extends the existing research on the relationship between entrepreneurial bricolage and organizational performance from market perspective, confirming the mediating role of market ambidexterity.

The Impact of AI on the Development of Manufacturing, Logistics, and Financial Company from Capital Market Perspectives

Abstract: This paper explores the impact of AI technology on enterprises, especially in finance and capital markets. With the rapid development of AI technology, enterprises hope to improve productivity, financial management, and market competitiveness through AI, and ultimately achieve sustainable development. The article aims to analyze the application cases of AI in head enterprises and their effects and put forward corresponding suggestions and insights. By analyzing case studies of enterprises such as Tesla, Amazon and JP Morgan, it elaborates on the application of AI in various areas such as enterprise manufacturing, supply chain management, automated trading, risk management and customer service. It reveals the great potential of AI in improving enterprise operational efficiency, reducing costs and optimizing decision-making. By analyzing the above cases, it is suggested that enterprises should strengthen data privacy and security management and improve technology transparency and interpretability when introducing AI technology. The study reveals that AI technology has potential but also faces challenges, and enterprises need to keep overcoming obstacles to achieve the wide application and deep integration of AI technology.

The Effect of Product Selection in Live Streaming on Firm Performance: The Roles of Interaction, Scenario, and Brand-Consumer Congruence

ABSTRACT Purpose Live streaming e-commerce is an emerging e-commerce model within the realm of the mobile Internet, based on video-centric social media interaction. However, there is currently a lack of in-depth research on live streaming from a business perspective and the impact of product selection in live streaming on firm performance. To fill these gaps, the current study investigated how brand – consumer congruence moderates the influence of product selection in live streaming on firm performance and how this effect varies across retailers. Methodology/approach The model and hypotheses were tested by applying partial least squares regression to data collected from 302 online retailers in the Chinese live streaming market. Findings Product selection in live streaming had a significant positive impact on firm performance. Brand – consumer congruence in live rooms partially mediated the relationship between product selection and firm performance. Live room scenario matching and live room interaction had significant positive moderating effects on the main effect of product selection in live streaming on firm performance. Research implications The literature has focused on the impact of live streaming on customer purchase behavior. Few studies have explored the value of live streaming from a business-to-business marketing perspective. Our findings offer theoretical insights into the relationship between product selection and firm performance. Originality/value/contribution This is the first study to examine the value of product selection in live streaming. In addition, it reveals how product selection affects firm performance through brand – consumer congruence. Practical implications This study has implications for online retail managers based on the effect of product selection in live streaming on firm performance and the roles of brand – consumer congruence, interaction, and scenario in live streaming of business-to-business marketing.