Market Theory Research Articles

Effect of Gender on Customer Loyalty

Theoretical Framework: Research results this part big in accordance with hope theoretical writer. However, research more carry on needed for expand findings this kindly special, though importance loyalty business, instrument measurement construct Not yet develop in literature marketing. Method: Research data collected through survey bank customers in Indonesia. technique Smart PLS analysis was used for estimate effect deep gender moderation connection loyalty customer. Results and Conclusion: The results of the study found that the influence of the basics of relational marketing (trust, commitment and communication) has an effect on customer loyalty. The results of this study also show that gender as moderation is able to moderate trust in customer loyalty. However, commitment and communication towards customer loyalty cannot be moderated by gender. This Study has shown that measuring the “foundations” of relationships marketing can predict loyalty customers, at least in the sector Indonesian banking. Research Implications: This study uncovers and measures customer loyalty using relational marketing theory and the role of gender as moderation. Originality/Value: This research adds value by presenting new evidence from the Indonesian state that aims to maintain loyal customers must pay close attention to issues of trust, commitment and communication with gender playing a moderating role. In particular, despite the low level of business loyalty, construction measurement instruments are underdeveloped in the marketing literature.

How do different market-oriented news organizations portray news coverage about the CARES act?

Drawing from CARES Act news coverage, this study investigated how different market-oriented news organizations modulated the debate on the most expansive stimulus bill in modern U.S. history, released in 2020, during the coronavirus pandemic. A comparative approach was used, between news articles produced by a strongly market-oriented and a weakly market-oriented news outlet, both national news outlets, based in the United States. Using market theory as a guide to explore published news content, this study focuses on showing the range of debate, news sources and journalistic role performances employed in coverage of the same topic, coming from differently funded newsrooms. Some of the findings of this research demonstrate differences in the assessment of objectivity as a journalistic norm, and similarities as the indirect use of government official sources. To conclude, some implications for the field of journalism are discussed, including a revision of objectivity as a journalistic norm.

Application of Communication-Persuasion Theory in Destination Marketing in the Post-Pandemic Era

ABSTRACT This study aims to adopt McGuire’s communication-persuasion matrix as a theoretical lens for examining the effect of message appeal and message source on domestic tourists’ attitudes toward the message and the destination leading to their visit intention. Experimental design was applied in two studies. Study 1 examined the influences of tourist focused message appeal (self-benefit vs other-benefit) and destination focused message appeal (gain-framed vs loss-framed) on attitudes toward the message and the destination. Study 2 examined the effects of tourist focused message appeal (self-benefit vs other-benefit) and government information source (central government vs local government) on attitudes toward the message and the destination. Tourist self-benefit message appeal positively develops participants’ attitudes toward the message and the destination. Destination loss-framed message appeal has a stronger effect on participants’ attitudes toward the destination than the gain-framed message. Central government message source positively influences participants’ attitude toward the message. Finally, results show positive relationships among attitudes toward the message, the destination, and visit intention. Results also confirm attitude toward the destination mediates the relationship between attitude toward the message and visit intention. This study extends and broadens the knowledge of effective destination marketing communications in the post-pandemic era.

Online or offline environment for co-creating food products – final purchasers' preferences vs their readiness to cooperate with offerors

PurposeThe aim of the article is identifying the hierarchy of products that final purchasers are ready to co-create with offerors and defining the place that food products occupy in this hierarchy in the context of the preferred environment for cooperation.Design/methodology/approachStriving to fill the cognitive and research gap identified during the analysis of the world literature was the basis for the survey, which included 1,196 representatives of adult final purchasers in Poland. The primary data collected were subjected to statistical analysis using the following methods: average grade analysis, comparative analysis, exploratory factor analysis and the Kruskal–Wallis (KW) test.FindingsThis study found that the respondents would like to co-create food products which ranked third among the analyzed groups of products with offerors. Most respondents preferred the parallel use of the online and offline environments as places of cooperation with offerors. Among the total of respondents and the respondents who preferred the internet as an environment for cooperation, a group of people willing to participate in the creation of food products was identified. In both cases, these groups were characterized by the fact that their members were not ready to co-create other groups of products at the same time. Food products were one of the two groups of products for which the preferred environment for cooperation turned out to be a statistically significant feature differentiating the responses regarding what products the respondents would like to co-create with offerors.Originality/valueThe scope and the approach proposed in this article testify to its originality. So far, the preferences of final purchasers regarding (1) product groups, including food, that they would like to co-create with offerors and (2) the environment for cooperation with offerors have not been studied. Ipso facto, the significance of this environment for preferences related to products that purchasers would be ready to co-create has not been investigated. Conclusions drawn on the basis of the results of the research constitute a valuable contribution to the theory of marketing and the theory of behavior, related especially to the joint creation of food products. The results are characterized by high application value, making it easier for offerors to take actions better suited to the preferences of active final purchasers.

Brand Storytelling in the Age of Short Attention Spans: Strategies for Effective Communication

Storytelling is found as a mechanism of creating, developing and communicating the message. Storytelling is an effective marketing tool. This study focuses upon the tendencies in messages comprehension and changes within communication strategies for brand storytelling in the age of short attention spans. The research objective presents the certain research tasks oriented towards the identification of effective communication strategies and explanation of their application to enhance brand engagement. The research applies qualitative and qualitative methodology. Initially, the qualitative methods were used to explain the storytelling theory in marketing, peculiarities of brand storytelling in advertising, the images a brand delivers to the audience, and to describe short attention spans as a growing phenomenon. The survey applied quantitative methods to outline the contribution of brand storytelling as a communication technique, to reveal the effect of short attention spans upon brand communication, and to identify the most effective communication strategies for brand storytelling in the age of short attention spans. The survey data were collected through interviews among 158 individual customers between July-August, 2023. The results showed that effective communication strategies for brand storytelling are divided into direct and indirect. Direct strategies include narrative plot, intrigue, authenticity, surprise, visual image, audio background, obstacle, emotions, conflict and tension, small details, orientation towards future improvements. Indirect strategies involve mode of message transfer, pricing, frequency of transfer, time duration, sequence of brand stories, and personal appeal. The results may be implied by enterprises while generating brand storytelling and by psychologists studying consumers’ behaviour.

Visual art evaluation methods in future digital works: From virtual reality to metaverse

The motivation for this paper is to consider that in recent years, the concept of metaverse, as the latest and most popular concept in the world, has been widely applied and studied in various industries, including economic management, art design, education and teaching. However, the academic and scientific circles have not reached a consensus on whether to define the metaverse as a technology or an intelligent scene. We believe that the metaverse should be a key concept and emerging theory for constructing the future wisdom field. Therefore, in this study, our research objective is to focus on the visual art evaluation in digital works, and propose a visual art quality evaluation method in future metaverse digital works. This method is based on the quality function deployment theory and fuzzy mathematics theory in marketing. The second core point of this study is to build a field framework for the visual art evaluation of future digital works based on the metaverse by combing the current international and domestic understanding of the concept of metaverse. In addition, taking visual art quality evaluation as the research object, we have constructed a visual art quality evaluation index system for digital works under the background of metaverse. The index system is composed of one first-class index, three second-class indexes and nine third-class indexes. At the same time, we proposed a new fuzzy mathematics evaluation method in the research, called G1 entropy method. This algorithm combines subjective weighting method: G1 method and objective weighting method: entropy method as an important method of quality evaluation, and carries out the final rating through the combination weight of G1 entropy method. This study makes up for the concept of the future metaverse, introduces the gaps in the theory of visual art evaluation of future digital works, innovates the analysis of new concepts and the improvement of old methods, builds a new scene of organic combination of new technology and traditional visual art, and provides new ideas for the improvement of art quality at home and abroad in the future. In general, we sorted out the contributions of this research, including the following three aspects: (1) we constructed the metaverse field structure of digital works. By analyzing the current international and domestic research literature on the application of metaverse technology, especially the concept of metaverse in art scenes, we proposed to construct the field structure of online visual art after introducing the concept of metaverse, including blockchain technology, artificial intelligence technology Interaction technology and Internet of things technology as the four characteristics; (2) Method theoretical contribution: we further take the visual art quality evaluation as the research object, construct the index system of visual art quality evaluation of digital works under the background of metaverse, and propose an evaluation method of G1 entropy method, which is actually a method of subjective weighting by experts; (3) We use the method proposed in (2) to complete the calculation and ranking of the importance of 9 indicators in a practical case, and give some countermeasures for the calculation results of the importance of indicators. In conclusion, this study has realized the construction of new application scenarios of concepts and the new improvement of methods, and can provide theoretical and practical case experience support for the quality improvement of international and domestic metaverse visual art.

The reasons for the gap between academic education and the required skills of the labor market in Iran

PurposeThe present study aims to investigate the reasons for the gap between academic education and the required skills of the labor market in Iran.Design/methodology/approachFor this purpose, the authors adopted a thematic analysis method. The participants in the study were connoisseurs from universities and research institutes in Iran, who were selected with purposeful sampling methods of snowball type. To collect the data, the authors used a semi-structured interview and performed a thematic analysis for data analysis.FindingsThe findings showed that the views and perceptions of the connoisseurs participating in the study about the reasons for the gap between academic education and the skills required in the labor market in Iran can be classified into four main themes including lack of attention to labor market needs in the academic curricula, lack of attention to practical and entrepreneurial skills in the academic curricula, the weak link between universities and industry and society, and shortage of academic resources and equipment in some academic disciplines.Originality/valueThe present study had three implications. First, the human capital theory, the social closure theory, the positional conflict theory and the labor market segmentation theory are more compatible with the labor market of Iranian graduates, compared to other theories of the labor market. Second, the lack of coordination between academic education and the required skills in the labor market has weakened the Iranian economy. Third, the absence of practical and entrepreneurial skills in academic graduates has led to increased unemployment in Iranian society.

TANTANGAN DAN HAMBATAN PENGUSAHA AKOMODASI LOKAL DALAM MENGELOLA ONLINE TRAVEL AGENT DI NUSA PENIDA

The purpose of this study to find out marketing with online travel agents used by local accommodation entrepreneurs on Nusa Penida Island and how local entrepreneurs manage these OTAs to increase the existence of their accommodation businesses. Entrepreneurs did not understand how to manage online travel agent, such as a lack of concern for maintaining the system and price disparity rates and the lack of ability to carry out innovative promotions through OTA, as well as dependence on offline travel agents. The theory of marketing and OTA have used in this researched, data obtained through interviews and analyzed using qualitative descriptive methods. Research results show thatLocal accommodation entrepreneurs need to increase their network or partners in promoting the accommodation business by registering their property business with online travel agents other than Booking.com and Agoda and actively managing accommodation marketing in maintaining their accommodation business.

Sustainable Marketing Strategy for Wana Karsa Ubud Hotel as a Local Brand at Post Pandemic

Wana Karsa Ubud Hotel is a hotel located on Jalan Monkey Forest Ubud and is owned by local people using a local brand. After reopening post-pandemic in early 2022, Wana Karsa Ubud Hotel is recovering gradually and is required to have a sustainable marketing strategy that is appropriate in facing competition from many competing hotels around it. The purpose of this research is to analyze the factors that can hinder and encourage the implementation of sustainable marketing at Wana Karsa Ubud Hotel and analyze sustainable marketing strategies that can be implemented. This research method uses a qualitative approach with a sample of 22 respondents consisting of 8 hotel employees, 4 clients who work for agents who work with the Wana Karsa Ubud Hotel, and 10 guests who stay at the Wana Karsa Ubud Hotel. Data collection was carried out through the distribution of questionnaires, interviews, observations, and literature studies. Data analysis techniques use the IE matrix (internal - external) and SWOT matrix analysis. The results of sustainable marketing strategy research at Wana Karsa Ubud Hotel as a post-pandemic local brand also found sustainable marketing strategies that can be implemented at Wana Karsa Ubud Hotel with reference to sustainable marketing theories such as: customer oriented, customer value, innovative marketing, sense of mission marketing, and social marketing. This research has implications that help identify specific barriers and hurdles that need to be overcome for successful implementation as well.

Penerapan Copywriting Untuk Optimalisasi Digital Marketing Bagi Guru SMK Kridawisata Bandar Lampung

One of the successful points of digital marketers is their ability to maximize product and service promotion techniques using digital distribution channels such as websites, ad words, email, and various other social networks. Tourism vocational high school graduates are expected to be successful in the business world where they must be equipped with good marketing skills. Considering the importance of a marketer having copywriting skills, copywriting training is needed for them. The method used is the ABCD approach where the asset in this community is the SMK Kridawisata Bandar Lampung students who have started entrepreneurship. This activity was carried out directly in the form of basic marketing theory and ad copywriting training for the teacher of the school so that they can introduce digital marketing to their students. This training activity was carried out at SMK Kridawisata Bandar Lampung. The results of the activity show that there has been an increase in language and copywriting skills from each participant, where the most mastered skill on average is writing AIDA.

What is the Model of Sharia Marketing in Islamic Microfinance Institutions?

The rapid growth of BMT in Indonesia has not been matched by good marketing practices in the field. The main problems of BMT are weak funding and tight competition among BMTs. This study aims to describe an analysis of the concept, implementation, and strategy of sharia marketing in BTM Jawa Tengah. This research uses a qualitative descriptive approach using a case study type of research. The object of this research is BTM Jawa Tengah. The primary data for this study is information from interviews, with employees at BTM Jawa Tengah, namely the chairman, marketing department, and cashier. The secondary data of this research are in the form of official documents, books, journals, research results, and other data that are closely related to the subject of this research. Data collection procedures carried out are by way of observation, interviews, and documentation. Data analysis in this qualitative research uses descriptive analysis. The results of this study conclude that in general the concept of Sharia marketing in BTM Jawa Tengah is Sharia-driven or is driven by Sharia as a source of law that is oriented towards meeting the needs and desires of BTM Jawa Tengah consumers and creating value for them as long as it does not conflict with the Qur’an. and Hadith. The implementation of Sharia marketing at BTM Jawa Tengah uses the characteristics of Sharia marketing that uphold fairness, honesty, and transparency regarding margin setting and profit sharing and uses the nine ethical principles of Islamic marketing, which shows that the marketing strategy at BTM Jawa Tengah is appropriate and meets the sharia marketing perspective. The Sharia marketing strategy carried out by BTM Jawa Tengah is by determining product and service market segmentation. BTM Jawa Tengah carries out marketing activities according to the target market. This is done by looking at the needs of prospective customers. The final strategy is to apply to the position and apply traditional, conventional, and Sharia marketing in combination and simultaneously. The theoretical implications of this research can strengthen existing Sharia marketing theories. Practically, the findings of this study serve as a reference for BMT managers who wish to apply the Sharia marketing model.

ANALYSIS OF ADMISSIONS AND MARKETING OPTIMIZATION STRATEGY OF YUNNAN VOCATIONAL COLLEGE OF ECONOMICS AND FOREIGN AFFAIRS

This research takes the Yunnan Vocational College of Economics, Trade and Foreign Affairs as the research object, and conduct in-depth study in combination with the current development trend of private education and the specific reality of the school. The background, meaning, writing methods and ideas of the topic selection are expounded in detail in the introductory part, and then the relevant theories of marketing are analyzed as well as the macro- and micro- environment faced by the Yunnan Vocational College of Economics, Trade and Foreign Affairs. The recruitment and marketing concept of the Yunnan Vocational College of Economics, Trade and Foreign Affairs are also summarized in this article. PEST and SWOT analysis are used to analyze the career of the Yunnan Economics, Trade and Foreign Affairs. The article also looks into the political environment, economic environment, social environment, and scientific environment in which the college is located, as well as the advantages, disadvantages, opportunities and challenges it faces, and the usage of relevant marketing strategies, such as market segmentation, market positioning, and selection of target markets, etc. Finally, it studies the college's admissions marketing strategy, and puts forward a series of solutions to promote the optimization of the college's marketing strategy. 

Cuteness anthropomorphic purchase intention for unattractive products: The Mediating Role of Empathy

Consumers usually prefer products with perfect appearance and attractiveness, as well as reject unattractive and low-attractive products, which puts forward higher requirements and thresholds for brand marketing and product design. Anthropomorphism is an effective communication element. Anthropomorphism of cuteness refers to anthropomorphizing the image of children or babies and endowing them with personality traits. Previous studies have shown that cute anthropomorphism has a significant impact on the purchase intention of unattractive products by affecting consumers' empathy. Empathy refers to the emotional response of individuals to the emotional state or painful experience of others.
 This study is based on the realistic dilemma of unsalable unattractive products, combined with anthropomorphic marketing theory, and introduced the concept of empathy in the field of psychology. Aiming to study the impact of anthropomorphism on the purchase intention of unattractive products, and further test the mediating role of empathy and modulatory effects of cuteness elements, this study identifies the underlying psychological mechanisms that affect consumer empathy.

An Empirical Study on the Impact of Cultural Experience on Sharing Intention on Social Media — A Case Study of China Time-honored Restaurants in Guangzhou

This study, based on experiential marketing theory, constructs a model to explore the influence of cultural experience on consumers’ sharing intention on social media, with psychological engagement and visual perception as mediators. A total of 111 valid questionnaires are retained and analyzed with Smart PLS software. The findings show that cultural experience has a direct and significant positive impact on sharing intention, while visual perception and psychological engagement play a mediating role between cultural experience and sharing intention. Furthermore, the study finds that visual perception exerts a more significant effect on sharing intention, while psychological engagement has no impact on sharing intention. This study brings enlightenment to the development of cultural experience marketing in time-honoured restaurants in China.

Accounting Information and Stock Price of Consumer Good Companies Listed in Vietnam Stock Market in COVID Time

Purpose: The study's objective is to find more empirical evidence on the relationship between accounting information on financial statements and stock prices of consumer good companies listed on the Vietnamese stock market in Covid time. Theoretical framework: Follow efficient market theory, in an efficient market, the actual price will immediately reflect new information about the intrinsic value of the firm, based on the idea that stock market prices will reflect public information available on the market (including financial information of enterprises). Design/Methodology/Approach: The sampling method was used to from 2019 to 2021 (the period when the Vietnamese and world economies were severely affected by the Covid-19 epidemic) through the analysis of OLS, FEM, REM, and GLS models and Stata17 software. Findings: The results show that DPS and EPS are two of the factors that have the most positive influence on stock prices during this period, while ROE is an indicator that harms companies' stock prices. Research, practical & social implications: Therefore, future studies regarding sample size and research space can be more extensive. In addition, it is possible to measure accounting information and stock prices by other statistical methods or other indicators to improve further the theoretical framework in the relationship between accounting information and stock price. Originality/Value: Thereby helping investors, businesses, and policymakers better understand the accounting information's role in the capital market, offering appropriate business and regulatory solutions to improve market efficiency.

Using digital educational escape rooms as a motivational review tool for Economics

This paper addresses the issue of balancing engagement and learning outcomes within the realm of game-based learning theory. It demonstrates how digital educational escape rooms (DEER) serve as a means of stimulating motivation and facilitating content review. The experimental group outperforms their peers in this regard and has a significant perception that DEER enhances the quality of their learning process. The methodology involves the integration of both quantitative and qualitative instruments, specifically a digital questionnaire for the former and a debriefing or focus group for the latter. The experimental groups were selected randomly on an annual basis, with consideration given to controlling variables such as sex and prior academic performance. Data were gathered from students enrolled in the Economics degree who were taking Industrial Organization (Market Theory) courses over a three-year period from 2019 to 2022. The use of breakout activities in digitalising the learning experience has enabled their application to a broad range of subjects. While there may be comparable initiatives in other academic areas, this marks the initial implementation of such an endeavour within the domain of economic pedagogy.

Challenging the Hegemony of the Grand Paradigm of Social Movement Studies: A Review of Paradigmatic Weaknesses

The study of social movements today is dominated by three grand paradigms (grand theory) in the 1980s, and even in Indonesia since the 70s. The three major paradigms of study are the "structural tension paradigm", the "resource mobilization paradigm", and the "identity-oriented paradigm", all of which have become the main sources of reference in various studies that have been developed. Through the literature review method, the critical analysis in this article aims to map, classify and categorize the grand theory and its influence on various social movement studies in Indonesia. The findings of this article show that the "structural tension" paradigm fails to consider how individuals experience dispossession as embedded in broader social structures. The "resource mobilization" paradigm places too much emphasis on collective action, which tends to be squeezed into market theory and consumerism. Placing the target achieved is only a political target, oriented towards the "economic man" (socios economiculus), which merely calculates a deterministic hedonistic calculus. While the "identity-oriented" paradigm fails when positioning the identity of new collective actors is recognized, then by themselves their expressive actions can be transformed into instrumental actions whose names can be seen clearly as a case of institutionalizing collective mobility. In conclusion, in many cases today's theorists have synthesized the insights of earlier older schools while adding dimensions that they overlooked. The overall trend, which one would like to focus on, is the clustering of large structures in favor of a concern with the micro-foundations of social and political action.

Effect of Earning Management on the Stock Price of Enterprises Listed in Ho Chi Minh City in the Period of Covid 2019-2021

Purpose: The aim of this study is to examine the phenomenon of earnings management (EM) and its impact on stock prices, providing valuable empirical evidence in this field. Theoretical framework: Agency theory suggests that profit management behavior comes from conflicts between managers and shareholders. The efficient market theory assumes that information will be reflected in stock prices. Design/methodology/approach: To achieve the research objectives, the study analyzes the financial statements (FRQs) of 74 enterprises listed on the Ho Chi Minh Stock Exchange in Ho Chi Minh City. The data collected in the period from 2019 to 2021, Covid-19 pandemic and analysis by GSEM. Findings: Specifically, the study shows that earnings management exerts a direct negative impact on stock prices. Additionally, it highlights the positive influence of EM on the quality of FRQ information. However, the quality of FRQ news demonstrates a negative effect on stock prices. The study also investigates the role of intermediate variables in the relationship between financial reporting information quality and stock prices. Research, Practical & Social implications: By providing empirical evidence and highlighting the significance of accounting practices in the capital market, the study adds value to academic research, while offering practical insights for investors, regulators, and businesses. Originality/value: By providing empirical evidence and highlighting the significance of accounting practices in the capital market, the study adds value to academic research, while offering practical insights for investors, regulators, and businesses.

Domains of innovation intent: A key leadership responsibility

Scholars from multiple domains recognize that innovation is not always led by customers. However, while the theory of market driving behavior, and its sister theories in other disciplines have provoked great research and progress in understanding, most recent studies focus on contexts in which market driving behavior occurs without intentionality, or through a collective, or agents outside the incumbent company's context. This essay reflects on the ways that large established companies evolve to become intentional about driving markets. Based on a series of longitudinal, prospective studies of breakthrough innovation in large established companies, observations are offered regarding the practices that companies developed over time to commercialize breakthrough innovations that, by virtue of their new to the world performance features, have the potential to create new markets.

The Influence of Relational Benefits on Behavioral Intention and the Moderating Role of Habit: A Study in a Personal Service Business.

The intention to repurchase is a key component in relationship marketing. However, minimal attention has been paid to how customers' habitual behavior moderates the relationship between customers' evaluation of benefits received from a service provider and the intention to revisit, specifically in a personal service business where customer-service provider interactions likely constitute the core of a sustainable relationship. To address this gap, the current study proposes and tests a comprehensive model to advance the theory of relationship marketing (RM) and additionally contributes to social exchange theory (SET), as well as the theory of repurchase decision making (TRD), in the business service context. Structural equation modeling (SEM) was employed to examine the relationships of the research model. Based on data collected from 482 customers on their perceptions of hairstylists, the empirical findings revealed that relational benefits significantly affect post-experience behavior, satisfaction, trust, and relationship commitment, and subsequently boost the intention to revisit. Furthermore, habit as an unconscious factor moderates the paths between revisiting intention and its determinants. Although several limitations exist, the findings practically and theoretically contribute to the literature on relationship marketing.