Marketing Practices Research Articles

Sustainable digital marketing practices and consumer brand engagement – a brand reputation mediation investigation

ABSTRACT As consumer and regulatory pressures mount, brands are increasingly using digital channels to communicate their sustainability commitments. However, research on sustainable digital marketing (SDM) is still limited, and there is insufficient scholarly understanding of how integrated SDM strategies influence brand reputation and consumer engagement. This study is grounded in a multidimensional framework and defines SDM through key dimensions: transparency, ethical products, social and environmental impact, consumer education, and stakeholder engagement. It tests these dimensions to assess their effects on brand outcomes. Survey data were collected from 1,158 consumers across various geographical regions worldwide, providing a diverse sample to validate the findings. The results reveal significant positive direct effects of four SDM dimensions – transparency, ethical offerings, social impact, and stakeholder engagement – on brand reputation. This reputation, in turn, mediates positive indirect effects on consumer engagement. Interestingly, consumer education initiatives did not have a similar impact on brand reputation, indicating potential challenges in translating knowledge into consumer engagement. Overall, the integrated SDM construct positively predicts both brand reputation and consumer engagement, highlighting a synergistic relationship between sustainability efforts, reputation, and consumer engagement. These insights provide actionable guidance for both academic researchers and industry stakeholders.

Digital Marketing Strategies for Small Businesses

Digitalization has transformed business operations, prompting startups to develop innovative services that help customers enhance their businesses. However, the rise of technology and customer awareness necessitates that firms understand customer expectations before creating value. This study highlights the pivotal role of digital marketing in driving small business effectiveness and digital transformation, leading to stronger economic outcomes and expanded market presence. Engaging customers on digital channels enables businesses to understand preferences, create better experiences, and adopt smarter selling practices. Digital marketing is recognized as an effective tool for acquiring, sustaining, and building customer relationships, with platforms such as websites, industry-specific outlets, and forums being particularly beneficial for startups. The study concludes that dynamic environmental factors do not moderate the relationship between digital marketing strategies and small business performance, underscoring the importance of strategic utilization by entrepreneurs to achieve growth and success.

Pemanfaatan Akun Tiktok @infodhaharjogja Sebagai Media Komunikasi Pemasaran Kuliner di Daerah Istimewa Yogyakarta

TikTok has become a trend in utilizing social media for marketing communication activities. This has become a reason for content creators to create content related to product or service promotion. One of the accounts that uses TikTok as a marketing communication medium is @infodhaharjogja. This account was chosen because after an analysis with website analysis, the engagement rate and comments to the like ratio of @infodhaharjogja were higher compared to other accounts, although the number of its followers was small. This research aims to understand the utilization of the TikTok account @infodhaharjogja as a culinary marketing communication medium in the Special Region of Yogyakarta. The theory underlying this research is the 7C Framework. This research uses a descriptive qualitative method. Data collection was carried out through interviews, observation, and documentation. The results show that the utilization of the TikTok account @infodhaharjogja met five out of seven indicators in the 7C Framework. The indicators that support marketing communication practices are context, content, community, communication, and connection. Context is an aspect to attracts viewers' attention. Content contains valid and interesting information community functions to build interaction among the audience. Communication facilitates active communication between the @infodhaharjogja account and viewers through comments and direct messages. Connection facilitates easy access to information with a single click using hashtags. The two indicators that do not support marketing communication practices are customization and commerce.

The influence of peer-to-peer accommodation platforms’ green marketing on consumers’ pro-environmental behavioural intention

Purpose This study aims to examine the impact of peer-to-peer (P2P) accommodation platforms’ green marketing on consumers’ pro-environmental behavioural intention through the mediation of consumer trust and engagement, following the social influence theory and the stimulus–organism–response model. Design/methodology/approach A questionnaire survey was designed to collect data from American P2P accommodation consumers. Data collection was conducted through an outsourced survey company. Partial least squares structural equation modelling was used to analyse the data. Findings The study reveals that P2P accommodation platforms’ green marketing orientation was positively associated with consumer trust in the platform and consumer engagement with the platform. Both consumer trust and consumer engagement positively enhanced consumers’ pro-environmental behavioural intention in the P2P accommodation consumption, serving as effective mediators between consumers’ perceptions of green marketing orientation and pro-environmental behavioural intention. Practical implications The study offers practical insights for P2P accommodation platforms and operators in engaging in green marketing and fostering consumers’ pro-environmental consumption behaviours in P2P accommodations. Originality/value The study addresses the grand question of whether business operators’ responsible production behaviour can possibly lead to consumers’ responsible consumption behaviour in the P2P accommodation sector. It contributes to the literature on P2P accommodation by providing evidence to show green marketing practices of P2P accommodation platforms can lead to consumers’ pro-environmental behavioural intention. It provides both theoretical value for knowledge advancement and practical value to guide more sustainable industry practices.

Collaboration or encroachment? The content provider’s strategic content provision strategy

With the rapid growth of the streaming industry, an increasing number of Super Content Providers (SCPs), such as Disney, Warner Bros., and NBC Universal, have launched their own streaming platforms, entering the downstream streaming market. However, some content providers, like Sony, still collaborate with Netflix. Therefore, this paper employs game theory to investigate the optimal content provision strategy for SCPs: collaboration or encroachment. We derive some interesting findings. First, contrary to intuition, we find that whether under the collaboration or encroachment strategy, improving the quality of a player’s own film library (the SCP or the incumbent platform) does not always result in higher profit for that player (first hurts then benefits the player). Second, for both the platform and the SCP, an increase in the scale of their film libraries does not automatically lead to higher profits. Third, when the revenue share is positively correlated with the scale of the film library, a small-scale library strengthens the motivation to encroach; conversely, when the library scale does not influence the revenue share, a large-scale library increases the motivation to encroach. Lastly, while the encroachment strategy can be a win–win situation for the incumbent platform and the SCP, it hurts consumer surplus. In contrast, the collaboration strategy can achieve a win–win–win situation under some conditions. Our study helps to explain the market practices and provides valuable guidelines for SCPs’ content provision strategies.

Between Theories and Practices in Communication and Marketing: Articles that Generate Knowledge and Implications.

Between Theories and Practices in Communication and Marketing: Articles that Generate Knowledge and Implications.

Multi-Factor analysis of profitability drivers of local rabbit production in Zamboanga Peninsula Region, Mindanao , Philippines

Literature supporting empirical evidence on the financial viability of rabbit production in the Philippines is limited. This study was conducted to examine the profitability drivers of rabbit production in the Zamboanga Peninsula, focusing on its potential as a sustainable alternative to traditional livestock production, protein source and its capacity to augment household income. The research employed MRL (multiple linear regression) analysis to identify key factors influencing profitability, utilising a sample of 123 rabbit raisers randomly selected from the list in the Provincial Agriculture Offices. Data were collected during the first half of 2024 through personal interviews with the aid of an interview schedule validated by experts. Model specification was done to ascertain heteroscedasticity and multicollinearity issues in the data. The loglog model for expense categories and log-linear for profitability drivers having the lowest Akaike information criteria (AIC) were chosen for its better fit, providing a more accurate representation of the data. Results indicate that larger farms achieve significantly higher gross and net incomes, benefiting from economies of scale. Expense categories such as feed cost, veterinary expenses and labour costs positively and significantly influenced profitability, while outlay on utilities and cost of stocks negatively affected financial performance. The study also revealed that farming experience, feeds used, training attendance, breed type and marketing practices do not significantly influence profitability, implying that management practices and operational scale are more important considerations for rabbit profitability. Knowing the relationship and influence of these profitability drivers of rabbit production can help identify strategies to optimise returns, support the adoption of rabbit farming and improve the livelihoods of rural households in Philippines. The findings suggest the expansion of rabbit farming operations of up to more than 100 head per farm to optimise profitability.

Scale development and validation of green country image: focusing on Chinese consumers

PurposeThis study aims to develop and validate a new scale for measuring green country image (GCI). The current country image (CI) concept is recognized as limited in capturing the complexities of consumer perceptions today. By building a GCI scale, this study can provide a more nuanced understanding of how consumers evaluate a country’s image beyond traditional measures. This scale will be a valuable tool for international marketers to develop effective strategies in the 21st century’s dynamic global business landscape.Design/methodology/approachThis study adopts a mixed-methods approach to develop and validate a new scale for measuring GCI. This approach leverages the strengths of both qualitative and quantitative methods to gain a comprehensive understanding of the concept and develop a reliable measurement tool.FindingsA reliable and valid scale was developed to measure the six dimensions of GCI: social green country image (SOGCI), economic green country image (ECGCI), environmental green country image (ENGCI), technological green country image (TEGCI), leadership green country image (LEGCI) and people green country image (PEGCI). In results, the new GCI scale is a six-dimensional, 23-item, five-point scale. An important finding was that these six factors were statistically significant reflective scales.Originality/valueBy developing a validated GCI scale, this study offers valuable insights for international marketers navigating the evolving consumer perceptions of importing countries. This novel scale empowers the international marketers to tailor strategies and target specific markets based on GCI. The mixed-methods approach strengthens the GCI scale’s robustness, making it a significant contribution to both academic research and international marketing practice.

GREEN MARKETING ORIENTATION AND SUSTAINABLE PRACTICE IN FAST FOOD VENDOR’S MANAGEMENT IN GHANA

The sustainable consumption behaviour of customers influences the sustainable practice of society. Customers' behaviour towards protecting the environment benefits society and promotes sustainable development. Green marketing strategies are crucial in the fast-food industry in Ghana. However, no existing work has demonstrated all the features needed for a fast-food vendor to become green marketing oriented. To address this gap, this research adopts stress cognitive theory to ascertain the value of protecting the environment and develop a green marketing-oriented model. Using the Smart partial least squares method for structural analysis, the study examines the importance of green marketing orientation practices. The research hypothesizes that there is a significant relationship between green marketing and sustainable development. A total of 387 responses were collected from customers of a green fast-food vendor. The study found that social responsibility among fast food vendors could increase consumer loyalty through green marketing practices. The study suggests that managers of food vendors should prioritize green marketing strategies to gain a competitive advantage by training internal stakeholders to adhere to the company's social values and steer the business towards an ecologically conscious direction.

Brand Logos Recognition System Using Image Processing for Food and Beverage Brands

This study investigates the development of a Brand Logo Recognition (BLR) system employing Convolutional Neural Networks (CNNs), specifically designed for the food and beverage industry in Ipoh. Accurate logo recognition is vital for businesses to strengthen brand identity, monitor consumer engagement, and mitigate the misuse of counterfeit logos. Existing systems often encounter challenges related to variations in logo design, image quality, and lighting conditions. To address these issues, the research adopts a hybrid methodology that integrates the Machine Learning Life Cycle and the Software Development Life Cycle (SDLC), utilizing an iterative Agile development framework. The system incorporates CNN models for feature extraction and classification, complemented by Single Shot Detector (SSD) algorithms for object detection. A curated dataset of food and beverage logos underwent preprocessing techniques, including resizing, normalization, and augmentation, to enhance the model’s generalization capabilities. Empirical results demonstrate high accuracy in detecting and classifying logos across diverse conditions, underscoring the effectiveness of the CNN-SSD architecture. The proposed system offers practical applications for marketing analytics and consumer research, empowering local businesses to refine branding strategies and improve customer engagement. Future research directions include the exploration of multi-label classification, real-time processing, and the integration of advanced methodologies, such as generative adversarial networks (GANs), for counterfeit logo detection. This study emphasizes the transformative potential of AI-driven logo recognition systems in revolutionizing marketing practices and supporting small and medium-sized enterprises (SMEs).

Turizm işletmelerinin teknoloji kabul modeli kullanılarak fijital pazarlama teknolojilerine yönelik tutumlarının belirlenmesi<sup></sup>

Today, in addition to traditional marketing practices, digital platforms have become increasingly compelling, and new technological marketing methods have been adopted. One of these new marketing methods is digital marketing. This study examines the perceptions of accommodation establishments, one of the important components of the tourism sector's phygital marketing. The study data were obtained from a survey application including five-star hotels serving in the provinces that host the most tourists in Turkey in 2023 (Istanbul, Aydın, İzmir, Muğla and Antalya). Parametric tests were performed on the data obtained. In the study, ANOVA analysis was performed to determine the differences between the phygital marketing practices and the activity periods of the enterprises. According to the analysis results, it was concluded that there was no significant difference between the perceptions of phygital marketing applications and business activity periods. Correlation analysis results showed that perceived usefulness, ease of use, trust, and innovativeness in phygital marketing applications are related to behavioural intention. The regression analysis results determined whether the perceptions formed in phygital marketing applications in businesses significantly affect behavioural intention and showed that perceived usefulness, ease of use, trust, and innovativeness in phygital marketing applications significantly affect behavioural intention.

DIGITAL MARKETING INFLUENCE ON THE BUSINESS PERFORMANCE OF KAZAKHSTAN SMALL & MEDIUM ENTERPRISES (SMES)

This study investigates the influence of digital marketing on the business performance of Kazakh Small and Medium-sized Enterprises (SMEs) managed by Muslims. The research employs a mixed-method approach, incorporating quantitative and qualitative data collection techniques. The findings reveal that social media marketing, search engine optimization (SEO), and email marketing are the most prevalent digital marketing practices adopted by Kazakh SMEs. However, challenges such as limited marketing budgets, difficulty measuring return on investment, and keeping up with trends hinder effective implementation. Despite these challenges, SMEs acknowledge the positive impact of digital marketing on their performance, reflected in areas like sales growth, customer acquisition, and brand awareness. The study concludes that digital marketing presents a powerful tool for Kazakh SMEs to enhance visibility, engage customers, and drive conversions, ultimately contributing to sustainable growth in the digital marketplace.

Perlindungan Konsumen Terkait Praktik Pemasaran Yang Menyesatkan Melalui Media Digital Di Indonesia (Studi Undang-Undang Nomor 8 Tahun 1999 tentang Perlindungan Konsumen)

Consumer protection serves as a legal effort to guarantee consumers’rights to clear, accurate, and non-misleading information. This study discusses misleading marketing practices in digital media and the legal protections provided to consumers in Indonesia under the Consumer Protection Act (UUPK) Number 8 of 1999. The objective of this study is to understand how existing regulations govern digital marketing and address the frequent issues that disadvantage consumers. The research method employed is normative juridical, using legal materials such as legislation, books, legal journals, and other scholarly articles. The findings indicate that while digital marketing significantly aids business actors in expanding their operations, consumers often find themselves in a vulnerable position as promotional information does not always align with reality and can be misleading. With the growing use of digital media as a marketing platform, there is an increasing need for strict regulations and effective complaint mechanisms to protect consumer rights. This study, alongside the enactment of the aforementioned law, aims to raise awareness among business actors regarding their responsibility to provide honest and transparent information, ultimately fostering a healthy business environment

Internal Marketing Strategies in a Lithuanian Financial Institution

The concept of “internal marketing” has attracted significant attention from researchers. Despite extensive studies on the topic, it remains partially understood, as while attention to external customers is critical, the importance of internal customers—an organization’s employees—cannot be overlooked. The development of internal marketing within the organization plays a crucial role in gaining a competitive edge in the market. The goal of internal marketing is to engage employees by prioritizing internal initiatives that need to be developed, sustained, and promoted. This fosters business growth and enhances the company’s competitiveness. Different studies show that employees’ positive perceptions of internal marketing practices lead to beneficial outcomes. Analysing the components of internal marketing can provide insights into how strategies can be customized for different regions and industries, ultimately leading to more effective internal marketing approaches. Literature reviews indicate that internal marketing serves as a human resource management tool that fosters employee satisfaction and alignment with external customer needs. The authors closely examine the contemporary role of internal marketing strategies and their implementation in a Lithuanian financial institution through an enhanced framework of marketing elements and thus throwing some light on how these strategies impact employee engagement. Empirical research, based on structured interviews within the institution, reveals that the internal pricing element is the lowest rated, while other elements need further strengthening due to differing opinions from managers and employees. Enhancing internal marketing strategies can significantly boost employee engagement, satisfaction, and performance, which in turn positively affects external customer satisfaction.

The Potential of AI Technology in Marketing

With the rapid development and increasing popularity of artificial intelligence technology, its influence has penetrated into every corner of the social economy. The marketing field has also ushered in unprecedented changes. The introduction of AI technology has not only reshaped the strategies and execution methods of traditional marketing, but also opened up new paths for the future development of marketing. This paper conducts a case study on Amazon to explore the wide application direction of AI technology in the field of marketing, especially focusing on how AI learning systems play a key role in various core processes of marketing, and the emerging development trends emerging in this process. Through research, it is found that AI technology still has great development potential in marketing in many aspects such as market and customers. At the same time, the challenges that come with it cannot be ignored. It requires joint efforts from both inside and outside the industry to ensure that AI technology can develop healthily and sustainably in the field of marketing. From a practical perspective, this study helps companies better understand and apply AI technology to improve the efficiency and effectiveness of marketing, so as to formulate more scientific and effective marketing strategies. From a theoretical perspective, this study helps enrich marketing theory and promote the development of marketing disciplines. The introduction of AI technology provides new tools and methods for marketing, but also brings new challenges and problems. In-depth research on these issues will help improve the marketing theory system and provide theoretical support for future marketing practices.

Examining the Role of Digital Marketing in Shaping Consumer Communication and Behavior

This study investigates the transformative impact of digital marketing on consumer communication and behavior, with a focus on tools such as mobile applications, social networks, and electronic word-of-mouth (eWOM). As digital platforms reshape consumer interaction, understanding their collective influence has become critical for businesses aiming to improve engagement and competitiveness, especially within the tourism industry. The integration of personalized, data-driven communication frameworks provides businesses and consumers with unparalleled access to interaction and feedback mechanisms. A mixed-methods approach was employed, incorporating a systematic review of academic literature and primary data collection. The review analyzed peer-reviewed articles published within the past decade to ensure relevance to contemporary digital marketing practices. Semi-structured interviews were conducted with industry professionals in tourism marketing, providing insights into the practical application of digital tools. Additionally, an online survey gathered quantitative data from active consumers on digital platforms, focusing on their preferences and behaviors. Mobile applications emerged as critical for streamlining processes such as booking and feedback collection, with 89% of surveyed users citing increased convenience. Social networks facilitated peer influence and trust-building, with 75% of decisions being shaped by user-generated reviews. eWOM highlighted authenticity as a driver, positively influencing 85% of consumer trust while negatively affecting 62% when feedback was poor. Companies utilizing digital marketing tools recorded a 27% higher customer retention rate than those relying on traditional methods.

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.

The tariff regulation of railway freight transportation in EU

The article examines the provisions of the EU legislation on the tariff regulation of rail freight transportation, as well as the prospects of their implementation in the domestic system of industry regulation. It is emphasized that the implementation of European rules of tariff regulation on railway transport is an important factor in the development of a competitive environment in the market of transport services, as well as a necessary prerequisite for the attraction of internal and external investments in the development of the railway industry. Such adaptation is extremely important for reducing transport costs, improving the quality of services and the overall efficiency of rail freight transportation. The key provisions of the Directive of the European Parliament and the Council of Europe of 21.11.2012 № 2001/14/EU “Creation of a single European railway space”, which defines the rules for collecting fees for the use of railway infrastructure by freight transport operators, are highlighted. It is emphasized that the Directive envisages the separation of infrastructure management and transport operations to prevent conflicts of interest and stimulate fair competition among market operators. It also defines railway companies’ rights to access infrastructure and establishes transparent pricing mechanisms. The article examines the European experience of creating independent regulatory bodies authorized to monitor market practices, monitor compliance with safety standards, and ensure fair pricing mechanisms. It was concluded that the implementation of the provisions of the EU legislation on the tariff regulation of rail freight transportation will ensure a significant increase in the competitiveness of domestic rail transport by improving the access of national carriers to the European transport infrastructure, optimizing logistics on rail transport, ensuring transparency and reasonableness of pricing, creating equal conditions for national railway operators. The importance of the consistent implementation of the provisions of the EU legislation on the tariff regulation of rail freight transportation in the context of the Europeanization of domestic legislation on rail transport and the regulatory approximation provided for by the Association Agreement between Ukraine and the EU is emphasized.

HOLISTIC MARKETING AND SUSTAINABILITY: INSIGHTS FROM A BIBLIOMETRIC ANALYSIS OF GLOBAL RESEARCH

Sustainability has grown into vital focus in global business practices, with companies increasingly integrating sustainable strategies into their marketing approaches. However, research on the convergence of sustainability and holistic marketing still needs to be completed, especially in emerging economies. A cohesive understanding is necessary for businesses to adopt comprehensive strategies that serve both financial and ecological objectives. This study investigates global research trends in incorporating sustainability into holistic marketing. Using a bibliometric analysis, data from 105 peer-reviewed articles published between 1996 and 2024 were analyzed and sourced from Scopus through the PRISMA framework. Visualization tools like VOSviewer were used to map co-authorship networks, keyword co-occurrence, and citation patterns. The results reveal that sustainability is increasingly becoming a focal point in marketing strategies, with significant contributions from developed economies like the United States and the United Kingdom, while emerging economies like India are gradually entering the discourse. The co-occurrence analysis identified four key thematic clusters: sustainability and innovation, marketing and product development, corporate social responsibility (CSR) and supply chain management, and decision-making processes. The findings of this study indicate a growing alignment between sustainability and holistic marketing, particularly in innovation and product development. However, the research remains concentrated in developed regions, highlighting the need for more studies in emerging markets. The results suggest a need for greater collaboration between areas to foster a more global approach to sustainable marketing practices.

Social Media Marketing Practices and the Sustenance of Small Businesses in Oshogbo Metropolitan Area, Osun State, Nigeria

The paper sets out to evaluate the effects that social media marketing (SMM) can have on the success and eventual sustainability of the small businesses sampled. Other specific objectives were to assess the level at which businesses adopt the usage of social media and identify the most prominent of all available social media platforms that the companies utilise. The quantitative survey method was employed to collect data from 200 employees of small-sized businesses in Oshogbo, Osun State, Nigeria. The collected data was analysed using both descriptive (percentages, mean, standard deviation etc.) and inferential (ANOVA and regression analysis) statistics with the assistance of SPSS v22. With regards to the take up of social media for marketing purposes, almost all the questionnaire items indicated a high level of SMM adoption for the businesses, to the extent that it was actively used, resources were allocated, contents were frequently posted, metrics were tracked, and they reportedly had dedicated teams to engage with the social media platforms. In terms of the types of Social Media (SM) platforms, the businesses have prominence for marketing; Instagram recorded the highest, and in descending order, followed by YouTube, Facebook, Twitter, TikTok, WhatsApp, and LinkedIn. The results on the effects of SMM on the sustainability of the businesses indicated a strong correlation between the two variables. Firstly, the model was well fitted to the data, significant at F, 28.075; p ≤ .01; and Adjusted R2 = .611, implying that the predictor variable explained 61.1% of the variance in the dependent variable, even after the model was adjusted for errors. When some of the items representing the Independent Variables were disaggregated, the following constructs were very important in explaining the businesses' success with SMM adoption in descending order of importance: allocation of resources, tracking of social media metrics, having a team dedicated to monitoring the platforms, and making social media a priority for their businesses. The remaining factors were insignificant. The study concluded that Social Media Marketing (SMM) significantly impact the sustenance of small businesses if adequately managed and resourced, and for 21st-century businesses, digital marketing and online presence afford the businesses the opportunity to interact with the consumers of their products and services for future lasting engagement and potential benefits that could eventually impact the bottom line positively.