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Background: E-cigarettes have gained popularity among teenagers due to extensive marketing strategies on social media platforms. This widespread promotion is a risk factor, as it fosters more positive attitudes toward e-cigarette use among teenagers and increases the perception that using e-cigarettes is normal. Therefore, the marketing of e-cigarettes on social media is a serious global health concern, and its strategies and impact should be clearly identified., Objective: This study examined how e-cigarette companies popularize their products via Weibo and identified the specific strategies influencing the effectiveness of their marketing., Methods: In phase 1, we conducted a search on Qcc.com and identified 32 e-cigarette brands with active Weibo accounts between October 1 and December 31, 2020, along with 863 Weibo posts. The data were investigated through content analysis. The codebook was developed into four categories: (1) product and features, (2) sales and promotions, (3) social contact and interaction, and (4) restrictions and warnings. To further understand the factors influencing e-cigarette brand marketing, we conducted a multiple linear regression analysis., Results: Marketing tactics by e-cigarette companies on Chinese social media were documented, including emphasizing attractive product features, using trendy characters, implicit promotions, downplaying health concerns, and engaging with Weibo users in various ways. Out of 863 posts, 449 (52%) mentioned product characteristics. In 313 (36.3%) posts, visible figures were used to attract attention. Product promotion was absent in 762 (88.3%) posts, and purchase channels were not mentioned in 790 (98.3%) posts. Social interaction-related posts received attention (n=548, 63.5%), particularly those featuring hashtag content (n=538, 62.3%). Most posts did not include claims for restrictions on teenagers' purchases or use (n=687, 79.6%) or information on health warnings (n=839, 97.2%). Multiple linear regression analysis identified marketing strategies that effectively increase the exposure of e-cigarette posts on Weibo. Posts including engagement via posts encouraging reposts, comments, and likes (P<.001) and engagement topics related to e-cigarette brands were positively correlated with the number of reposts (P=.009). Posts highlighting nonmonetary incentives (P=.004), posts with age restriction statements (P<.001), engaging via stories and idea collection (P<.001), and engagement topics related to products (P<.001) and current affairs (P=.002) had a positive effect on the number of comments. Engagement topics related to brands (P<.001) or interactive sweepstakes (P<.001) had a positive effect on the number of likes., Conclusions: E-cigarette posts on Weibo that focus on product features and social interaction attract public attention, especially from teenagers. Stricter regulations and monitoring should be adopted to restrict the social media marketing of e-cigarettes., (©Xinyi Zhou, Xinyu Hao, Yuhang Chen, Hui Deng, Ling Fang, Lingyun Zhang, Xiaotao Yan, Pinpin Zheng, Fan Wang. Originally published in the Journal of Medical Internet Research (https://www.jmir.org), 07.11.2024.)

Although slow food movement is a well-known movement nowadays, in order to make it more widespread to the society, necessity to develop and to adapt new techniques has become inevitable for healthier consumption age. For this purpose, possibility of increased usage of healthy foods with addition of natural extracts using new techniques came out from relevant questionaries applied to people of different age groups. In this study, specific properties of supercritical carbon dioxide at distinct temperatures and water in subcritical conditions were used to obtain extracts rich in water-soluble organic compounds. Experiments were carried out at pressures of 10, 20, 30, and 40 MPa and temperatures ranging from 40 to 200 ℃ with and without modifier for 2 h of extraction time. The flow rate was kept at 4 and 1 ml/min for CO2 and water, respectively. The highest water-soluble organic compound recovery yield was 78.10%. Results were supported by marketing strategies to announce this new application and products to the society. Group of sample questions was prepared to investigate (a) frequency of staple food usage, (b) the brand names and relevant reasons that bring up consumers to buy specifically same branded products, (c) knowledge about the ingredients and how advertising effects purchasing decision, etc. Finally, efficiency increase in slow food consumption was proved with supercritical fluid technology to draw attention to the health of consumers with newer and functional healthy foods., (© The Author(s) 2015.)

In the age of information explosion, consumers may no longer want to be overwhelmed with more information. But marketers are forced to display multiple features of a product in advertisements to fully demonstrate its competitive advantage, especially for a multifunctional product. Based on this, the authors explore when more could be an effective marketing strategy. The results of five studies demonstrated that the more features of multifunctional products displayed in video ads, the lower the processing fluency of consumers when watching the ads, thus reducing their positive emotions, and finally reducing their purchase intention, supporting the negative effect of more features on consumers in the context of marketing and revealed its cognitive and emotional mechanism. More important, we introduce mindfulness, an effective marketing strategy that alleviates the negative effect of too many product features on consumers, into the field of advertising marketing to address this issue. A high level of mindfulness, whether measured by trait scales or manipulated by experimental priming, weakens the negative effects of the number of displayed features. Specifically, when the level of mindfulness is high, the negative effect of displaying more product features on purchase intention is weak. When the level of mindfulness is low, the number of displaying more features has a strong negative impact on purchase intention. [ABSTRACT FROM AUTHOR]

When expanding abroad, small- and medium-sized enterprises (SMEs) experience various constraints, especially the liabilities of small size and foreignness. In this study, the authors examine postures, capabilities, and strategies related to international brand marketing that help SMEs overcome such challenges, establish a brand presence, and attain superior performance in foreign markets. Framing the investigation in the internationalization and capabilities perspectives, the authors employ multimethod approaches in a two-phase study among internationalizing SMEs based in Taiwan. In the first phase, they undertake an extensive literature review and then conduct case studies to formulate a conceptual model. In the second phase, the authors validate the model and associated hypotheses using survey data from a large sample of SMEs that target their products to markets worldwide. Results point to critical roles for these key constructs—international entrepreneurial orientation, international social media capability, and international market knowledge capability—as key antecedents to international branding capability and international brand strategy, in SMEs' international performance. The authors discuss the theoretical and managerial implications of these findings, highlighting the role of the critical constructs identified previously in driving superior international performance in resource-constrained SMEs. [ABSTRACT FROM AUTHOR]

Marketing products/services internationally entails a bold decision that has high-cost implications and significant performance consequences: Should the firm standardize or adapt its marketing strategy across borders? The dilemma is a seminal issue, and perhaps the most enduring in international marketing scholarship. However, despite the voluminous work on the topic, an ontological assumption induces inconclusive conceptualizations and impedes theoretical advancement. The author contends that a self-contained, atomistic representation of the standardization/adaptation decision is such an impediment. This work problematizes a portrayal of the decision as if it is taken following a detached, own judgment of broad environmental contingencies. In turn, the study builds on fit literature and promotes an alternative perspective that acknowledges relational imperatives for requisite theorizing. Hence, standardization/adaptation is framed as a coconstituted process toward relational fit, with international marketing strategies being contingent on the role of significant "others." [ABSTRACT FROM AUTHOR]

Given the high failure rates of brand extensions, insights into the drivers of brand extension success are critical for marketing practitioners and scholars. Prior research has inferred that parent brand equity and extension fit are the two key success drivers; however, empirical findings are mixed. Drawing on signaling theory, categorization theory, and a large database of 2,134 effect sizes from research spanning 1990–2020, the authors address these mixed findings through a meta-analysis to develop empirical generalizations. The results show that parent brand equity and extension fit positively influence extension success. However, the multifaceted dimensions of these two drivers have differential effects. For example, among the fit dimensions, usage fit has the weakest effect. While the results suggest an overall positive interaction effect between the two drivers, a fine-grained perspective that considers the drivers' various dimensions reveals differences. For example, brand familiarity appears to have a lower interaction effect with extension fit than the other dimensions of parent brand equity. Furthermore, the authors provide a comprehensive analysis of five groups of moderators: contextual factors (parent brand, extension, communication, and consumer factors) and research method factors. The authors offer managerial and future research implications for the design of brand extension strategies. [ABSTRACT FROM AUTHOR]

Introduction Methods Results Discussion and Conclusion The study aims are to: (i) explore methods for identifying alcohol company marketing in metaverses; (ii) identify current types of alcohol marketing in metaverses; and (iii) identify dominant portrayals and meanings of alcohol marketing in these settings.Our design was exploratory, employing various approaches to identify alcohol company marketing across multiple metaverses. In stage one, we systematically navigated through metaverses as an avatar, documenting and coding all instances of alcohol company marketing. In stage two, the research team collaboratively explored and discussed excerpts of this marketing. The team thematically analysed the transcribed discussion, identifying key meanings and interpretations of immersive and interactive alcohol marketing.Stage one: alcohol company marketing was identified in two metaverses, Decentraland and Sandbox. Within those metaverses were five alcohol company marketing experiences: Heineken Silver, Jose Cuervo Tequila, Wisher Vodka, San Matias Tequila, and Mason Martell Cognac. Marketing strategies included immersive commerce, virtual drinking, immersive branding, immersive engagement, gaming, non‐fungible tokens (digital assets), education, non‐player characters promoting brands and virtual event‐based marketing. Stage two: themes identified were: (i) immersive branding, representing continued exposure to brands that were both foregrounded and on the edge of users' awareness; (ii) immersive engagement, including alcohol‐related gaming, quests, and alcohol production; (iii) avatars simulating drinking behaviour (virtual drinking); and (iv) immersive commerce representing how metaverse alcohol marketing may drive alcohol transactions.Alcohol companies are using novel immersive marketing techniques in metaverses. The impact on the experiences and drinking behaviours of users are unknown and require investigation. [ABSTRACT FROM AUTHOR]

This systematic review delves into the realm of nonprofit marketing (NPM) by synthesizing empirical studies published between 2013 and 2022 across various sectors. Employing a meticulous screening process, we examined 62 articles sourced from reputable databases such as Science Direct, Elsevier, JSTOR, Emerald, Springer, Wiley Online Library, SAGE, and Google Scholar. Our objective was to provide a comprehensive overview and enhance understanding in the field of nonprofit marketing. The analysis of these selected articles revealed eight pivotal themes within NPM: marketing strategy, fundraising, collaboration, trust, branding, entrepreneurship, social media campaigns, and performance measurement. Through a systematic approach, we integrated these themes, shedding light on the interconnectedness of research within each domain. Our study not only consolidates a fragmented body of research but also identifies critical gaps, laying the foundation for future investigations. These gaps include a scarcity of multi-country level analyses, limited studies in developing country contexts, a deficiency of comparative analyses between developed and developing countries, and an insufficient exploration of the intersections between nonprofit and for-profit marketing. [ABSTRACT FROM AUTHOR]

A multivariate analysis of brand level data from the restaurant industry found that penetration increased with number of units for limited and full service restaurants (LSRs and FSRs) and with customer service experience ratings for FSRs. For both types of restaurants, average purchase frequency increased reliably with the number of units and with perceived value, but not with broader customer experience ratings or the existence of a reward program. Finally, average check size increased with service experience but only for FSRs. Given that brands differ much more in penetration than in average purchase frequency or average check size, these findings suggest that marketing success comes primarily from increased physical and mental availability, with brand differentiation, but not reward programs, also contributing to that success. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to analyse the trend of publication in the field of psychological ownership (PO) in marketing by looking at the previous research papers. The research pinpoints the key concepts, methodology, analytical approach and the structure of PO that could open up future research path in this area of research. Design/methodology/approach: This paper provides a bibliometric analysis of PO in marketing by using performance analysis and science mapping with data extracted from Scopus database using VOSviewer software. Findings: Results show the trend of publications in the field of PO and found out the main themes related to the PO and also provide future research avenues for further exploration by scholars. Research limitations/implications: The study could help researchers, firms and marketers to predict functioning of customer's mind and their decision-making, thus enabling organizations to create a strong targeted marketing strategy to attract and engage customers. Originality/value: The present study provides a bird's view of psychological ownership in marketing context by applying bibliometric analysis tool. Also, the rigorous literature investigation links and integrates isolated diverse knowledge of PO that aids in developing meaningful new insights for firms and marketers. [ABSTRACT FROM AUTHOR]

Despite the importance of Marketing Intelligence (MI) and the Internet of Things (IoT), Customer Relationship Management (CRM), and Customer Experience Management (CEM) in the competitive context, more research on the integration of these concepts for sustained competitive advantage is necessary. Thus, Snow Company must effectively utilize these concepts to establish a sustained competitive advantage. Therefore, this study investigates the impact of IoT, CRM, CEM, and MI on attaining sustained competitive advantage. By employing a structural equation model and Smart-PLS software, we analyzed data collected from 186 managers and employees of Snowa Company. Our findings indicate that integrating IoT, CRM, and CEM concepts into marketing intelligence is the most beneficial strategic approach for achieving sustained competitive advantage for Snowa Company. Through this integration, company managers can enhance their marketing and innovation capabilities, strengthen strategic solutions, and achieve sustained competitive advantage. [ABSTRACT FROM AUTHOR]

Place-based branding strategies are important marketing tools for both regions and firms and take advantage of consumers' embrace of the local in response to globalisation. Craft-brewing is a particularly salient user of these strategies and provides ample data. We use a dataset of breweries, their marketing language and their consumer ratings to study the effectiveness of place-based branding. We use named entity recognition to count references to geography, and measure how these references impact ratings. We find a strong, positive link between the number of place-based labels and a brewery's rating, suggesting consumers are receptive to placed-based branding. [ABSTRACT FROM AUTHOR]

Purpose: A well-designed marketing strategy is critical for the survival of any company in today's competitive market. To be formulated and implemented effectively, a marketing strategy must be phased and aligned to levels in the organization. This study aims to advance a three-tier hierarchical framework of marketing strategies, including corporate, business and functional levels. The authors use the proposed framework to select the most appropriate marketing strategy based on the factors relevant to a factory that produces sporting goods. Design/methodology/approach: The authors conduct a literature review to identify marketing strategies at corporate, business and functional levels. To appraise strategies at the corporate and business levels, the authors use market share as a key criterion. When evaluating functional strategies, the authors use criteria categorized into organizational, economic and customer dimensions. Additionally, the authors conduct interviews to assess strategies at the first level and use the best worst method to appraise strategies at the other two levels. Findings: The authors use the suggested structure for a company producing sports goods in Iran. According to the results, an offensive approach and customer orientation are the most appropriate strategies at corporate and business levels. Additionally, offensive advertising and managerial capabilities are identified as the best portfolio of strategies and the most important criterion at functional level, respectively. Originality/value: So far, a specific category of marketing strategies has not been implemented at corporate, business and functional levels. Accordingly, there is not a framework of criteria to evaluate the strategies at each level. The approach is implemented in the case of a sportswear manufacturer in a developing country, where quantitative analysis has been lacking until now. [ABSTRACT FROM AUTHOR]

This paper delves into the transformative era of generative artificial intelligence (GenAI) in marketing, underscoring the vast potential ofAI to revolutionise marketing strategies through enhanced personalisation and efficiency while highlighting the rapid adoption rate among companies and marketing professionals. Despite the enthusiasm, it navigates through the apprehensions surrounding job displacement, misinformation and brand safety, offering a comprehensive guide to the strategic adoption of artificial intelligence (Al) with a view to harnessing its benefits without compromising brand integrity. It identifies common pitfalls in At adoption, such as lack of preparation, myopic focus on current use cases, and neglect of strategic planning emphasising the importance of o thoughtful, multi-disciplinary approach to Al integration. This includes viewing Al as on assistive tool rather than an end goal, understanding its implications for media, fostering internal leadership, and establishing stringent brand protection guardrails. The paper concludes with a call to action for marketers to embrace At with strategic foresight, leveraging its revolutionary potential to drive innovation while steadfastly upholding ethical standards and brand values. [ABSTRACT FROM AUTHOR]

Purpose: The paper aims to analyze the potential of artificial intelligence (AI) in enhancing marketing capabilities for Indian fast-moving consumer goods (FMCG) firms, with appropriate emphasis on dynamic capabilities (DC). By integrating AI into their operations, companies can enhance diverse marketing practices, leading to improved efficiency and effectiveness. In addition, the study offers valuable insights and guidance for effectively implementing AI in marketing strategies. Design/methodology/approach: In-depth interviews of 26 seasoned professionals from various positions in the Indian FMCG sector were conducted for the study. A systematic approach of coding that includes open, axial and selective coding was made to recognize the themes that represent AI-enabled marketing practices. This approach ensured that the themes were precisely identified and comprehensively analyzed. Interviews followed by a rigorous coding process provide valuable insights into the practical implementation of AI-enabled marketing practices for the Indian FMCG industry. Findings: The study's results underscore the importance of AI in enhancing marketing practices for FMCG firms, particularly in four critical areas: personalization, consumer engagement, marketing automation and strategic goals. By adopting AI in these areas, Indian FMCG firms can significantly enhance their marketing capabilities, increasing efficiency, effectiveness and gaining a competitive advantage. Research limitations/implications: The study uses qualitative data analysis to explain how DC through AI technologies can enhance digital marketing practices for Indian FMCG organizations. Furthermore, the study provides valuable insights into how AI technologies can improve marketing capabilities and emphasizes the importance of DC. The study also proposes a framework for AI-enabled Marketing 4.0 that can guide FMCG firms seeking to leverage AI technologies to enhance their marketing practices. Originality/value: This study outlines the potential for enhancing marketing practices by adapting AI in the Marketing 4.0 environment for Indian FMCG companies, highlighting the importance of DC in achieving this goal. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Academic Library & Information Science is the property of Anhui University and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This journal discusses the trend of innovative leadership in the context of successful marketing strategies, with a focus on building dynamic and creative teams. Innovative leadership is identified as a key factor in facilitating effective collaboration and creativity among marketing team members. A corporate culture that supports innovation is also considered an important cornerstone of a successful marketing strategy. Innovation is understood to be a continuous process, not a one-off event, with innovative leaders ensuring that teams continue to push the boundaries of their creativity and are not satisfied with the status quo. By understanding and applying these principles, companies can build dynamic and creative teams, which is key in meeting the challenges and opportunities in a changing market. [ABSTRACT FROM AUTHOR]

The Silver Generation, the population made up of older adults, in countries like Spain and those in its immediate surroundings, represents a demographic segment in constant growth, as a consequence of the increase in life expectancy, and with an increasingly greater percentage weight on the total population, due to the decrease in the birth rate. The main objective of this work is to know and analyze the characteristics and behaviors of this diverse and heterogeneous demographic profile, which is gradually adapting to the use of new technologies, including their preferences regarding the different channels or media they use, the way they relate to the offering companies and their products and services, as well as their assessment of the effectiveness of current marketing strategies aimed at older people. A quantitative methodology has been used, based on a primary source, a survey carried out on people over 55 years of age residing in Spain. The results reflect the existence of significant discontent regarding advertising campaigns directed towards that generation, since they estimate that they do not use the most appropriate channels and coherent strategies, and they are not developed with respect to their way of being and thinking. It is concluded that personalization in treatment, the generation of trust and improving accessibility to new purchasing systems should allow for solid and lasting commercial relationships between companies and this generation. [ABSTRACT FROM AUTHOR]

Purpose: This article aims to provide greater clarity regarding the conceptualization and critical role of digital marketing ecosystems for the global expansion of multinational enterprises (MNEs) and offer novel research directions to prompt future research. Design/methodology/approach: The authors first review the marketing literature related to marketing ecosystems, highlighting the evolution of this body of work across a range of domains such as services, innovation and new product development, communications and marketing strategy more broadly. Next, two case examples of MNEs whose global expansion efforts have been supported by their marketing ecosystems are used to highlight the role of marketing ecosystems in global market expansion. Finally, novel research directions are offered to prompt future research and provide greater insight into this emerging area. Findings: The case examples we examine yield important insights into the role of marketing ecosystems for MNEs expanding from emerging markets (EMs) to developed markets (DMs). EM-MNEs such as TEMU face more communication and payment ecosystem challenges while opening their supply chain to DMs. Contrary to EM-MNEs, DM-MNEs face institutional and sociocultural challenges that require different marketing ecosystem orchestration approaches. Originality/value: Marketing ecosystems can provide MNEs with greater multinational flexibility, enabling them to adapt their global strategies to navigate increasing complexities in global markets, such as trends toward increased protectionism and geopolitical disruptions. However, there is surprisingly little research addressing this issue. [ABSTRACT FROM AUTHOR]

Marketing mix strategy plays an important role and serves as a road map for achieving organizational and marketing objectives. An effective marketing mix in the food brand segment strengthens the product's image, recognition, perception and market share by offering superior value to its customers. The purpose of this case study was to review the marketing mix strategy of a local spice brand with a focus on the bottom of the pyramid (BOP) customers. The case revolved around many questions, encompassing several aspects related to brand marketing, marketing mix strategies, communication and brand distribution, and the company's core values and vision and its alignment with the mission. The data for this case study were acquired from secondary sources. The information set highlighted the marketing mix and raised questions regarding the underlined challenges faced by the brand for penetrating and maintaining its presence in the market. [ABSTRACT FROM AUTHOR]

Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Purpose: This study aims to examine the challenges of developing a global business-to-business (B2B) offering from an emerging economy (Chile) during an internationalization endeavor. This study analyzes the development and management of an offering evolving from local to global. Design/methodology/approach: The data were collected via an in-depth interview (105 min). Findings: The interviewee presented a mixed of interesting marketing and/or marketing-related decisions (e.g. marketing–sales interface and marketing capabilities development) that support the internationalization of a firm and consequently its offering. Research limitations/implications: The data represent a practical, ongoing rationalization of the events perceived by a manager. New theory can emerge from further exploring identified research opportunities. Practical implications: The findings suggest that an emerging economy firm can gradually transition toward a multinational condition by coordinating a series of marketing and/or marketing related decisions, where the CMO (i.e. maximum marketing authority in the organization) plays an essential role. Originality/value: This study brings the voice of practitioners to an academic environment and serves as an innovative effort to analyze B2B practitioners' reality from a scholarly perspective. To the best of the authors' knowledge, this study is the first one of the new series "Practitioners Insights" in the Journal of Business and Industrial Marketing. [ABSTRACT FROM AUTHOR]

Weaving is a fabric-making technique whose raw material is fiber or yarn. Weaving is one of the forms of art that not only has aesthetic, but also has functional value in fulfilling daily needs. This study aims to see the effect of e-marketing orientation on strategic business performance mediated by e-trust in the weaving industry in Lima Puluh Kota Regency and Payakumbuh City. This study uses a quantitative approach, analyzed using the SEM-PLS method with a sample size of 36 people. The results showed that e-marketing orientation has a negative and insignificant influence on strategic business performance. Emarketing orientation has a positive and significant influence on e-trust. E-trust has a positive and significant influence on strategic business performance. E-marketing has a positive and significant influence on strategic business performance through the mediating role of e-trust. The implication of this research is that the potential of e-trust with e- marketing is an effective strategy in improving strategic business performance and achieving success in an increasingly competitive digital environment. So it is necessary to have a good understanding of e-marketing technology by paying attention to e-trust aspects and integrating it into marketing and operational strategies to achieve strategic goals. [ABSTRACT FROM AUTHOR]

This paper deals with the analysis of the preferences of different customer generations in Slovakia in the field of marketing communication and its influence on consumer behaviour. Currently, marketing communication is an integral part of company strategies and has a key influence on how customers choose products or services. With the increasing importance of the generational segmentation of customers, understanding their individual preferences and tendencies in communication becomes an essential prerequisite for success. In this paper, we explore how preferences differ between Baby Boomers, Generation X, Generation Y, and Generation Z, and how these preferences influence their consumer behaviour. Based on the analysis of primary and secondary data, the main trends and preferences of generations in the field of marketing communication were identified. This paper provides useful information that can be used by companies in the creation and implementation of marketing strategies. At the same time, the paper enables a better understanding of the dynamics of consumer behaviour in the context of generational preferences and will help identify opportunities for improving marketing activities and more effective communication with target groups. [ABSTRACT FROM AUTHOR]

Copyright of Universitas, Revista de Ciencias Sociales y Humanas is the property of Universidad Politecnica Salesiana and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Management & Business Research (2521-4306) is the property of Chinese Management Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Abstract The purpose of this research is to present the fintech market development model with an emphasis on existing challenges and strategies. The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The method of data collection and analysis is interview and thematic analysis in the qualitative part, and questionnaire and content validity technique (CVR) and semi-structured interview data collection tool in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty of working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and also training to the customer. Extended Abstract Introduction Every day, people see a lot of advertisements everywhere; from bus stop, street banner, shopping mall to magazine, TV, computer, mobile etc. However, more often than not, these ads feel like annoying information that the general public is forced to see. For this reason, professional marketers need to redefine their marketing idea. They should understand that marketing is not only about sales and advertising, but also fulfills customer needs in order to overcome constraints (Sheth & Parvatiyar, 2021). On the other hand; with the digital trend, the financial sector has started to apply and implement technology in its workflow. More and more start-ups have formed to provide digital financial services. Some of the companies that provide online payment gateway are pioneers in this field which is widely used all over the world. In addition, more and more investors are spending on new technologies; they are competing with each other in an effort to improve security and user convenience. Financial technology companies are trying to attract users with new mobile phone features, capabilities and technologies. Recently, the blockchain concept has also opened new solutions for security issues; therefore, fintech tools have become the most popular digital services and have the largest share of fintech stocks worldwide (Fernandez-Vazquez et al, 2019). In the meantime, financial technology (Fintech) as a technological innovation has been considered especially important for the development path of countries. This is due to its potential to promote financial inclusion so that more people can access financial services (Demirguc-Kunt et al, 2018). Based on this, the current research is looking for an answer to this question: What is the fintech market development model with an emphasis on existing challenges and strategies? Theoretical Framework marketing strategy When companies enter a new market, they will most likely face thousands of challenges and risks related to establishing their operations and acceptance of their offers by new customers, and the company will compete for market share with other companies that already have supply chains, distribution channels and already established customer bases (Luo, 2022). Foreignness, geographic distance, and characteristics of the home market all contribute to these challenges in new markets. This issue applies more in emerging markets such as fintech (Khan & Khan, 2021). In this regard, Gaur et al, (2011) argue that emerging market challenges lead to higher external liability. These challenges include large heterogeneous populations with low incomes, inadequate infrastructure, lack of resources, corruption, and in general, with structural flaws (Barnard & Luiz, 2018). From the point of view of marketing strategy, companies adapt their marketing strategies to achieve a competitive advantage when entering a new market. Once a company has decided to expand into a new market and adopt its marketing strategy, the question of what changes will be necessary for this particular context will arise. In this regard, Sharmelly & Klarin (2021) described implicit concepts for segmentation, product variety, pricing, distribution, and communication methods of the company. They argue that segmentation costs are high, and that mass media marketing is not well adapted to emerging markets. Also, the offered products need to be functional and also made to not become obsolete quickly. Shadbakhsh (2023) investigated the impact of using sustainable marketing strategies on the performance of digital businesses with the mediation of information technology in the country's real estate industry. The results showed that marketing trends and sustainable marketing experiences have a positive effect on the performance of the studied companies. Also, marketing trends, sustainable marketing experiences, and sustainable marketing strategies have a positive effect on the performance of selected companies. Barrio Oton (2021) in a research investigated the social media marketing in the fintech ecosystem in Monfer Startup Company. For this purpose, a detailed study of the fintech private equity industry was conducted through Porter's 5 forces model, along with an explanation of the Monfer startup case through the blue ocean strategy canvas. Then, secondary data including statistical insights were collected directly from the company. This study was further designed by analyzing the internal and external situation and concluded with a strategic planning model and setting goals through the framework of smart goals. Research methodology The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The data collection tool is a semi-structured interview. Research findings For data analysis, thematic analysis was used in the qualitative part, and content validity technique (CVR) was used in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and training to the customer. Conclusion The current research has been carried out with the aim of presenting the fintech market development model with an emphasis on existing challenges and strategies. The results of the present research is aligned with the results of Shadbakhsh (2023), Barrio Oton (2021), Pazhoheshfar & Biabani (2021), Hammerschlag et al, (2020), Nurjanah et al, (2020), and Noami et al, (2019). The results of Shadbakhsh (2023) showed that marketing trends and sustainable marketing experiences have a positive effect on the performance of the studied companies. Also, marketing trends, sustainable marketing experiences and sustainable marketing strategies have a positive effect on the performance of selected companies. According to the results of the research, the following suggestions were presented: Effective market development strategies often require local community involvement in marketing, product distribution and product awareness. In general, using local people to distribute products is important to the success of a marketing strategy. Local people understand the nuances of the market and can help distribute products in the most efficient and cost-effective way. Finding local people often has to be done through field research, but can also be achieved through networking. The reason for this is that the community plays a major role in Iranian culture and people are more likely to use a product if it is approved by a member of the community. In creating consumer awareness, community participation can be in the form of in-person or online campaigns (for example through social media). When talking about the development of the fintech market, it means that it should be possible to identify that part of the target market and, according to the knowledge that is found, convert the audience of social networks into customers of your market. Fintech companies can advertise their products or services with an optimized website or a standard page according to the Instagram algorithm. The cost of such advertisements is much lower and the efficiency of advertisements is high. Therefore, producing valuable content helps clarify the topic in the audience's mind. For example, producing content that is according to the taste and interest of the young generation can have a great impact on the success of the company. If you can start producing content according to the type of audience that exists, you will get a lot of success and fame in business.

This research aims to analyze effective marketing strategies for innovative products from five state polytechnics in Indonesia. The research method employed a qualitative approach with data collection techniques involving in-depth interviews and document analysis, involving 20 respondents from various backgrounds, including polytechnic employees, students, business practitioners, and alumni. The data analysis was conducted using descriptive analysis and content analysis methods. The research findings indicate that the current marketing strategies for polytechnic innovation products are primarily limited to promotion through social media and polytechnic websites. The recommendations from this study include steps to enhance more effective marketing strategies. The first recommendation is to conduct market research to identify potential target markets. Subsequently, develop products that align with market needs, establish competitive pricing, and select appropriate distribution channels. Furthermore, the study suggests that successful marketing strategies require support from polytechnic management and trained human resources in marketing. Polytechnics should also build partnerships with industry and government agencies to expand their market reach and enhance the branding of their innovative products. Lastly, the research recommendations underscore the importance of using social media for innovative product promotion, strengthening collaboration with the industry, and optimizing available funds to expand the reach of polytechnic innovation product promotion. By implementing these recommendations, polytechnics can enhance the effectiveness of their marketing strategies and contribute to the success of marketing their flagship products from the five state polytechnics in Indonesia. [ABSTRACT FROM AUTHOR]

One of the KURs that is in great demand by the public is the Sharia KUR at Pegadaian. KUR Syariah Pegadaian is a loan facility provided by PT. Pawnshop to customers who have a productive business to be used as a fund for their business development. The nominal loan limit is up to IDR 10 million with a term that can be chosen from 12 to 36 months. The objective of this study is to find out the marketing strategy used to increase revenue through the pawnshop Sharia KUR product, the marketing inhibiting factor by PT Pegadaian Syariah Unit Bone to increase revenue through the pawnshop Sharia KUR product and the effectiveness of the marketing strategy of the Sharia KUR product in increasing the revenue of PT Pegadaian Syariah Unit Bone. This study uses a field research method. The approach used is a qualitative approach. In this study, the data collection techniques used are interviews, observations and documentation. The data analysis technique that will be used in this study is SWOT analysis. Based on the results of the research, it was obtained that the marketing strategy of KUR Syariah Pegadaian products in the Bone unit branch is proven through several aspects, namely efforts to provide clear and easy-to-understand information, strengthen consumer trust in products and ensure their engagement, reach the right target market, maximize the use of resources, increase the conversion of leads into customers, and strengthen company relationships with the right audience and providing education about KUR Sharia products reduces the uncertainty of prospective customers, increases trust in products, and encourages smart financial decision-making in accordance with Sharia values. Factors that hinder the marketing of PT Pegadaian Syariah Unit Bone in increasing revenue through KUR Syariah products include a lack of socialization and education to the public, competition with other financial institutions, limited human resources, and changes in government regulations. The marketing strategy of Pegadaian Sharia KUR products is effective in increasing the revenue of PT Pegadaian Syariah Unit Bone. This can be seen from the results of the SWOT analysis above, which shows that the IFAS matrix shows that the strengths and weaknesses have a total score of 3.47. This indicates that the marketing strategy of KUR Syariah products in an effort to increase the revenue of PT Pegadaian Syariah Unit Bone is in such a strong internal position. Furthermore, the EFAS matrix shows that the opportunity and threat factors have a total score of 3.14. This indicates that the marketing strategy of KUR sharia products in an effort to increase the revenue of PT Pegadaian Syariah Unit Bone can respond to the opportunities that exist by avoiding threats. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Agroindustrial Technology / Jurnal Teknologi Industri Pertanian is the property of IPB University and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

For “centuries” manufacturers have been using marketing tools to disseminate information to customers regarding their products. The development of internet has forced companies to use digital technologies to interact with customers and tell them about their products. The purpose of this study was to analyse the impact of digital marketing on brand awareness among the customers of sportswear in Dar es Salaam City, Tanzania. This study applied analytic crosssectional design to analyse quantitative collected from sportswear customers that were selected using simple random technique. The data was gathered using structured questionnaire from 250 sportswear customers in Kigamboni and Kinondoni districts. Data were analysed using descriptive statistics and multiple linear regression model. The findings of this study indicate that, five marketing tools namely, content marketing, social media marketing, affiliate marketing, paid advertising marketing and pay-per-click marketing have positive and significant impact on brand awareness. On the contrary, e-mail marketing was found to have non-significant impact on brand awareness. This study has informed customers that searching for information regarding sportswear products is less time consuming and low cost. Moreover, this study informs sportswear manufacturers have to use more paid advertisements marketing since they capture more customers. Based on the findings, this study recommends that sportswear to invest heavy and continue to improve their paid advertising and pay-per-click marketing campaigns and to combine digital marketing and traditional marketing strategies for effective ad wide coverage in order to achieve higher brand awareness. The two-marketing media can create a synergy that is more beneficial than using either medium separately. [ABSTRACT FROM AUTHOR]

Casinos operate in a competitive environment. Relationship marketing has become a central focus of casino marketing practice. However, the literature lacks any clearly identified marketing strategies for customer acquisition and retention. This article employs a systematic literature review method to identify and delineate acquisition and retention strategies for the casino sector. The findings revealed measures and antecedents for customer acquisition, retention, casino consumption, and loyalty. The study draws on these findings to present a conceptual model that categorizes customer acquisition and retention strategies. Suggestions and recommendations are highlighted for practitioners and researchers. [ABSTRACT FROM AUTHOR]

Marketing is the process of providing satisfaction to consumers to gain profits. The two main marketing goals are to attract new consumers by promising superior value and to retain current consumers by providing satisfaction. In business, the existence of a strategy is very important in marketing a product no matter how good the target market segmentation is, and the market position carried out will not work if it is not followed by the right strategy. Strategy is the steps that must be carried out by a company to achieve its goals. Creative Media State Polytechnic students have the obligation to carry out business practices. Interestingly, of the many products that have been successfully created by creative Polymedia students, there are not many that can survive and be sustainable. Therefore, researchers want to try to analyze how marketing strategies are implemented to increase interest in buying products resulting from students' business practices. This type of research is field research using qualitative descriptive methods and also using library research to complete the data. This collection and research was carried out by observation, interviews and documentation. The results of this research are that by implementing the 7P marketing mix marketing strategy, the student team carrying out business practices has succeeded in increasing purchasing interest before and after implementing the 7P marketing mix marketing strategy. [ABSTRACT FROM AUTHOR]

Blind boxes have swiftly emerged as a prominent marketing strategy in tourism. Based on information gap theory, this research aims to explore how to optimize marketing effectiveness through varying levels of information gap. Findings show that a moderate-level information gap triggers stronger impulsive purchase intention than a high-level information gap, with curiosity and anxiety perception mediating the effect. Moreover, consumers with a low-risk propensity are particularly sensitive to the impact of the information gap level. These findings contribute theoretically and provide practical guidance for optimizing the marketing of plane ticket blind boxes. [ABSTRACT FROM AUTHOR]

Copyright of Agricultural Outlook (1673-3908) is the property of Institute of Agricultural Information, Chinese Academy of Agricultural Sciences and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The article examines the use of multisensory marketing by companies as a strategy to increase consumer engagement. It analyzes modern scientific approaches to defining the concept of multisensory marketing and its impact on consumer behavior. The key characteristics and principles that companies should take into account when implementing strategies in their campaigns are formed. The article contains a list of requirements for the effective use of multisensory marketing, which include the targeted use of various stimuli to attract consumers' attention, increase their emotional interaction with the brand, and create deeper and longer consumer impressions. [ABSTRACT FROM AUTHOR]

Integrated Marketing Communication (IMC) represents a pivotal approach in contemporary business, emphasising the coordination and integration of various communication tools to achieve a coherent and consistent message. This research investigates how Croatian companies have integrated IMC into their marketing strategies within the Croatian business environment. The findings indicate a growing trend of adopting this integrated approach, with a primary focus on consistency, personalisation and effectiveness of IMC activities. A synergy between marketing communication channels and an emphasis on adaptable, innovative IMC strategies has been recognised. However, challenges such as inter-departmental coordination within companies and optimisation of IMC strategies are pointed out as areas that require further attention. Despite these challenges, Croatian companies recognise the importance and potential of IMC as a strategic tool to enhance their market visibility and competitive advantage. Considering the dynamism of the market environment, continuous innovation, education, and adaptation are crucial for achieving the long-term success of IMC strategies. [ABSTRACT FROM AUTHOR]

Companies spend their social media advertising on several platforms, including Facebook, Instagram, TikTok, and Xiaohongshu. The proliferation of technology and the increasing accessibility for individuals to establish careers on social media platforms have led to the emergence of influencer marketing as a strategy that can foster consumer engagement within these platforms and perhaps impact brand loyalty. This study examines the effect of influencers marketing approach in the Malaysian context, taking into consideration the growing prominence of this phenomenon. This study utilized descriptive analysis to offer generalizable recommendations for companies regarding the effect of adopting the influencer marketing approach as a strategic method. The findings of this study provide valuable insights for companies seeking to develop their marketing strategies and promote consumer engagement to expand their market position. [ABSTRACT FROM AUTHOR]

Global mobile marketers are intensifying efforts to promote mobile applications, yet little literature addresses the effectiveness of these strategies on consumer adoption. This study investigates the impact of two mobile marketing strategies—in-app coupons and group-coupons—on mobile app adoption, considering the installed user base moderation. Utilizing data from a Chinese shopping mall, this study shows that both strategies can foster adoption, with opposite moderating effects from existing adopters. Two experiments validate social influence and scarcity perception as underlying mechanisms. These findings highlight the dynamic nature of mobile marketing, urging global mobile marketers to consider this in their strategies. [ABSTRACT FROM AUTHOR]

This research investigates how individuals' regulatory orientations influence their utilization of store promotions through two meticulously designed studies in distinct contexts. The first study examines innate cognitive inclinations, while the second manipulates cognitive orientations within specific contexts. The findings reveal a significant relationship between regulatory orientations and store promotion usage, which is moderated by impulsivity and engagement levels. Importantly, this study addresses a critical gap in the existing literature by examining the same concept from two distinct cognitive perspectives, enhancing our understanding of the intricate interplay between regulatory orientations and store promotion utilization. The implications are twofold. Firstly, for retailers, this research offers practical significance by suggesting in-store promotions specially tailored for promotion-oriented individuals and more deliberative out-of-store promotions to capture the attention of prevention-oriented individuals, ultimately enhancing marketing effectiveness. Secondly, from a theoretical standpoint, this study contributes to a deeper understanding of the complex relationship between regulatory orientations, cognitive processes, and consumer behavior, thus enriching the theoretical foundation of the field. This research is particularly relevant to scholars and practitioners in marketing, psychology, and retail management, providing valuable insights into consumer behavior and the formulation of marketing strategies. [ABSTRACT FROM AUTHOR]

Copyright of General Medicine & Health Sciences / Medycyna Ogólna i Nauki o Zdrowiu is the property of Witold Chodzki Institute of Rural Medicine and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The efficient treatment of anxiety-related disorders and memory recall is significant, regarding the occurrence of these disorders and their relationship with poor psychology operational. Thus, this study aims to measure the modern evidence on the efficacy of CBT on anxiety- disorders and memory recall in elderly in Amman, Jordan. Quasi-experimental intervention was conducted combined with qualitative approach. Purposive sampling method was used to sample 46 elderly resident in Amman. Feedback and observation were used to collect qualitative data. The tests of “The State-Trait Anxiety Inventory” (STAI), “Rey Auditory Verbal Learning Test” (RAVLT), and Narrative Recall Assessment (NRA) were used to collect the data. SPSS 25.0 and NVivo software analyzed the data. The findings show that the Cognitive Behavioral Therapy program has a positive effect on anxiety decreasing, memory function and recalling in elderly people. Three major themes emerged “improved coping, increased confidence, positive engagement”. The positive findings highlight the importance of personalized CBT interventions in improving mental health among elderly people residing within an institutionalized care setting. The study contributions, recommendations, and future directions were explained at the end of the study. [ABSTRACT FROM AUTHOR]

Purpose: The study aims to analyze consumer reaction to counterintuitive communication linked to the LGBTQIAP+ cause. Design/methodology/approach: The theoretical framework focused on marketing communication, counterintuitive communication and the insertion of the LGBTQIAP+ issue in them. A hypothetical-deductive approach was adopted, carried out through an online experiment with a factorial design 2 (high involvement product − wedding ring × low involvement − perfume) × 2 (homosexual couple − counterintuitive × heterosexual − intuitive), with two subsequent steps: eye tracker collection (n = 21) and questionnaire application (n = 136). Findings: It was possible to attest to the differences between traditional (intuitive) and counterintuitive marketing communications, identified both in terms of visualizations and fixations (eye tracking), and objective responses (online questionnaire), finding more positive consumer behavior in the case of counterintuitive communication with insertion of the LGBTQIAP+ cause. Research limitations/implications: Marketing communication has great potential to create "new/other" values and worldviews, thus having an important role in social responsibility that goes beyond the marketing sphere. Precisely in this context, the study contributes to endorse the literature concerning counterintuitive communication, reinforcing the increasing importance and favorable scenario for its practice, as well as highlighting its importance as an efficient marketing strategy. Originality/value: The study extends the understanding of counterintuitive communication with the scope of an investigation linked to the LGBTQIAP+ cause, especially from the perspective of the receiving public, the consumers. Furthermore, it advances in the sense of aggregating empirical evidence by means of both exploratory (with neuroscientific technique as eye tracking) and explanatory factors. [ABSTRACT FROM AUTHOR]

This article examines the adaptation of marketing to the evolution of the information society and the impact of advanced digital technologies on marketing strategies. In an era dominated by the rapid flow of information, organizations need to adjust their tactics to respond to the needs and behaviors of modern consumers. The author explores the role of data usage and big data analysis, digital marketing and online influencers, as well as personalization and customer experience as key elements in contemporary marketing. Integrating these aspects into marketing strategies can support building stronger customer relationships, achieving greater relevance in the market, and meeting business objectives in a competitive and dynamic environment. The paper provides a comprehensive perspective on current trends and future directions in modern marketing, highlighting the need for continuous adaptation to technological and social changes in the context of an evolving information economy. [ABSTRACT FROM AUTHOR]

This study explores the characteristics and marketing tactics of double-roll coal crushers. Coal processing is in high demand in the mining market in China. To empower the mining market's competitiveness, product quality and technical level should be improved persistently. According to the absolute advantage compared with other mining corporations and analysis based on the Boston Matrix, the marketing strategy that should be adopted by the company can be described as 'the missionary selling method' which is very aggressive. In addition to adopting these marketing strategies, there is an opportunity for the interaction between current technological progress and current market demand, which can be seized by the company. We aim to illustrate the advantages and marketing opportunities of double-roll coal crushers and what kind of marketing tactic is suitable for this mining equipment. [ABSTRACT FROM AUTHOR]