Ethical Marketing

One of the most urgent issues worldwide is climate change, where its effects are extensive to the ecosystems, the health of citizens, and economic growth. The paper will examine the economic, environmental, and social impacts of climate change, and specifically, the vulnerability of India and their policy response. With access to secondary data sources, the paper analyses some of the major indicators like carbon emissions, greenhouse gas concentrations, ocean acidification, sea-level rise, and energy consumption trends. In the World Meteorological Organization evidence, record-all-time emission, and ocean stress levels, and in COP27 international negotiation, the controversial question of the vulnerable countries with the financing of the concept of Loss and Damage comes to the fore. The paper, using case studies in Joshimath, Wayanad and Tamil Nadu, explains how unsustainable urbanization, deforestation and coastal erosion contribute to the height of climate hazards. The tension between sustainability and economic growth in India can be supported by the fact that India remains dependent on coal even after the growth of renewable energy. The paper also examines the health consequences of climate change, such as spreading of vector-borne infections, respiratory diseases, and pandemic threats. The results indicate that the burden of climate change is inclined towards low-income countries and the developed world that has always been the biggest emitter has been reluctant to meet its financial obligations. The paper is a call to spread global responsibility equally, speed up the switch to low-carbon economy, resilient infrastructure to climate change, and agricultural innovation to cope with the evolving weather patterns. Finally, climate change is a crisis of the environment and economy, which should be addressed by unified international effort. The developed countries should aid the weak economies via fair-financing solutions, whereas the developing countries should strike a balance between development and sustainability where India stands to gain long-term.
Keywords: Carbon emission, Eco system, Energy consumption, Economics burden of climate change, The world Meteorological organization, Ocean acidification, Greenhouse gas concentration.

The wide spread of artificial intelligence agents that are fast becoming users and operators of web-based systems is causing a fundamental change on the internet. This transformation of human into machine-mediated digital interaction is one of the biggest technological shifts in the history of technology that occurred after the birth of the World Wide Web. Contrary to the old automation tools, which operated according to fixed scripts, the new AI agents have advanced reasoning systems and can plan, negotiate, and perform a variety of complex tasks independently in various online platforms. This paper looks at the development of what can be called the Agent Web, as AI agents begin to act more as an online agent of humans in the context of commercial transactions, information collection, and decision-making. The implications go much beyond the ease of technology, redefining fundamentally the business model, consumer behavior, and architecture of digital commerce. Firms are re-architecting non-human-friendly digital infrastructure, and emerging issues arise on the question of trust, verification, and human agency in an increasingly automated ecosystem. This study offers relevant models of those organizations interested in adjusting to agent based commerce in the analysis of contemporary trends and case studies. According to the findings, this transition must be navigated efficiently through a balance between automation and human control, creation of business models that are easy to work with by the agent, and maintenance of human creativities and spontaneous discovery space. The Agent Web is not just a techno improvement but a complete re-conception of the task of human relations with digital systems and with one another.
Keywords: AI agents, Machine-mediated commerce, Digital transformation, Automated decision-making, API-first architecture, Agent economy, Human-AI collaboration, Digital intermediation.

Marketing and consumer science are at a lethal crossroads where technology innovation cuts across basic changes in human behavior and values in society. This paper focuses on fifteen transformative trends that could be changing the marketing environment, including the use of artificial intelligence and machine learning, the post-pandemic consumer behavior and ethical marketing requirements. We examine how organizations can negotiate their way through this tricky landscape and still retain genuine human relationships through an analysis of real world applications and evidence. The study shows that effective marketing change does not only involve the implementation of technology but a complex knowledge of behavioral economics, cultural forces, and morality. Important insights are that the companies that were adopting agile methods along with AI-driven personalization and placing customer experience and diversity first can have much better results as compared to those that were technology-first oriented. This in-depth study offers scholars, researchers, and practitioners working frameworks to adopt these new trends in the implementation of these emerging technologies in addressing key issues concerning privacy, authenticity, and the impacts on society. The article concludes that the future of marketing does not lie in either selecting the technology or humanity, but in the integrated approach to these two concepts.
Keywords: Digital transformation in marketing, AI-driven personalization, Behavioral economics, Customer experience optimization, Agile marketing methodologies, post-pandemic consumer behavior, Cross-channel marketing integration, Ethical marketing practices.

In higher institutional dynamics lecturers’ motivation and job satisfaction are key factors. Generally, it is considered as primary variables which are used to evaluate the effectiveness of an institution’s human resource. The purpose of the study was to examine the factors that contribute to motivation and job satisfaction of lecturers in selected Technical Universities in Ghana. The descriptive survey designed was used for the study. The population of fulltime lecturers in Accra, Kumasi, Koforidua and Sunyani Technical Universities was 965. The stratified random sampling procedure which made use of the lottery method of simple random sampling was used to sample 400 fulltime lecturers. However, 356 respondents were captured for the study which resulted in 89.0 percent response rate. Questionnaire was the instrument used in eliciting data from the respondents. The Cronbach’s Alpha reliability coefficient of the instrument was 0.74 which was deemed reliable. Descriptive statistical t...

The economic and political outcomes of market globalization continue to be complex. As international corporations engage developing markets, they increasingly find consumers who lack market sophistication, meaningful purchasing options and economic leverage. Such conditions are ripe for the exploitation of these market segments but also can be mitigated by enlightened managers willing to thoughtfully consider their ethical and professional obligations to vulnerable consumers. This paper builds on a normative ethical framework, labeled the integrative justice model (IJM) for impoverished markets that was introduced in the marketing and public policy literature. Specifically, the paper will extend the normative ethics of the IJM by proposing logically reasoned decision principles for managers, particularly in MNC subsidiaries, that might better shape ethical business strategy when targeting impoverished segments. Additionally, numerous case examples are given to illustrate how a numbe...

Social media has emerged as a dominant force in shaping consumer behavior, profoundly influencing purchasing decisions and brand loyalty. This study underscores the significant impact of social media, revealing that a staggering 70% of consumers are swayed by its influence when making purchasing choices, with 54% meticulously researching products on these platforms before making a purchase. Influencer marketing has emerged as a pivotal player in this dynamic landscape, captivating 63% of younger consumers. Moreover, the rise of social commerce is undeniable, with 42% of consumers seamlessly transitioning from social media browsing to making direct purchases. Platforms like TikTok have become synonymous with entertainment and lifestyle purchases, while Instagram reigns supreme in the fashion and beauty sectors. However, this burgeoning landscape presents ethical challenges. Transparency in influencer marketing remains a critical concern, with 58% of consumers expressing apprehension regarding the authenticity of sponsored content. This research unequivocally emphasizes the paramount importance of authenticity, transparency, and cultivating unwavering consumer trust for the long-term success of social media marketing strategies.

Conventional representations of consumer decision-making are mostly cognitive and chronological in nature. Emotional proclamations are made by consumers on a daily basis. Marketer to some extent turns from the conventional marketing schemes. They now concentrate on the role of emotions in the buying procedure. Emotional component plays a vital role in decision making process. Conventional models beliefs emotions are chronological in nature. Generally the negative emotions are dreadful and should be conquer. Attitudes are mainly liable to forecast behavior when cognitive participation is elevated and consumers consider expansively about the information that increases their attitudes. A review of literature on impulse buying, consumer behavior and emotional intelligence is presented and a synopsis of a baseline study on impulse, consumer behavior and emotional intelligence is also presented.

This study aimed at understanding the effects of ethical marketing on job satisfaction, organizational commitment and intention to quit of marketers in the fast-food industry in Pakistan as the country has the eighth-largest fast-food industry in the world. The respondents of
this study were both male and female marketers working in Karachi, Pakistan. A close-ended questionnaire was employed to gather the response from (n=391) marketers using purposive sampling. Through regression analysis using structural equation modeling, it was discovered that ethical marketing leads to higher job satisfaction and organizational commitment and lower intention to quit. The study has important implications from the managerial perspective. Organizations should pay close attention to the ethical practices of their marketing staff because
unethical behavior is not only detrimental for concerned individuals’ job-related attitudes but also has long-term negative effects on organizational performance. This contribution is significant because most of the studies on this topic have either focused on employees in general, not particularly on marketers, or investigated industries other than the fast-food industry.

Teknologi digital yang berkembang telah mengubah strategi pemasaran perusahaan, termasuk dalam hal promosi produk. Meski menawarkan efisiensi dan jangkauan luas, praktik pemasaran digital sering kali menghadapi persoalan etika. Studi ini bertujuan mengulas prinsip-prinsip etika bisnis yang relevan dalam promosi digital serta dampaknya terhadap kepercayaan pelanggan dan keberlanjutan usaha. Metode yang digunakan adalah pendekatan kualitatif berbasis kajian literatur dari berbagai sumber ilmiah. Hasil telaah menunjukkan bahwa kejujuran, keadilan, saling menguntungkan, kebebasan memilih, dan integritas merupakan pilar utama dalam promosi yang beretika. Implementasi prinsip-prinsip tersebut mampu meningkatkan loyalitas dan citra positif perusahaan dimata konsumen. Sebaliknya, pelanggaran etika, seperti penyebaran informasi palsu atau manipulasi harga, dapat menggerus kepercayaan publik dan merugikan reputasi bisnis. Oleh karena itu, pelaku usaha perlu menempatkan nilai-nilai etis sebagai fondasi utama dalam setiap aktivitas promosi digital agar tercipta hubungan jangka panjang yang sehat dengan konsumen.

Teknologi digital yang berkembang telah mengubah strategi pemasaran perusahaan, termasuk dalam hal promosi produk. Meski menawarkan efisiensi dan jangkauan luas, praktik pemasaran digital sering kali menghadapi persoalan etika. Studi ini bertujuan mengulas prinsip-prinsip etika bisnis yang relevan dalam promosi digital serta dampaknya terhadap kepercayaan pelanggan dan keberlanjutan usaha. Metode yang digunakan adalah pendekatan kualitatif berbasis kajian literatur dari berbagai sumber ilmiah. Hasil telaah menunjukkan bahwa kejujuran, keadilan, saling menguntungkan, kebebasan memilih, dan integritas merupakan pilar utama dalam promosi yang beretika. Implementasi prinsip-prinsip tersebut mampu meningkatkan loyalitas dan citra positif perusahaan dimata konsumen. Sebaliknya, pelanggaran etika, seperti penyebaran informasi palsu atau manipulasi harga, dapat menggerus kepercayaan publik dan merugikan reputasi bisnis. Oleh karena itu, pelaku usaha perlu menempatkan nilai-nilai etis sebagai fondasi utama dalam setiap aktivitas promosi digital agar tercipta hubungan jangka panjang yang sehat dengan konsumen.

This study, from a socio-political perspective, analyzes Egypt's participation in international disability summits and evaluates its impact on national achievements and empowerment mechanisms for persons with disabilities. It examines the international framework, Egyptian policies and legislation, notably Law No. 10 of 2018 and presidential initiatives. The study also assesses "real" achievements and persistent socio-cultural and institutional challenges, such as stigma and limited effective participation. It concludes with recommendations to enhance empowerment mechanisms, enforce legislation, combat discrimination, and support civil society's role, ensuring the effective participation of persons with disabilities in Egypt.

Tugas Ujian Akhir Semester
Nama : SEFANYA.S
NIM : C1B023050
Kelas : R-003
Mata Kuliah : Manajemen Hubungan Pelanggan
Dosen Pengampu : Bambang Purnomo,  S.E., M.M
Program Studi : S1 Manajemen
Fakultas Ekonomi dan Bisnis
Universitas Jambi

JAWABAN UJIAN AKHIR SEMESTER (UAS)
Nama        :  Desni Azzahra
NIM          :  C1B023078
Ruang      :  R-003
Semester  :  4

PERTANYAAN
1. Jelaskan perbedaan mendasar antara 'Customer Satisfaction' (Kepuasan Pelanggan) dan 'Customer Loyalty' (Loyalitas Pelanggan) dalam konteks CRM. Mengapa keduanya penting bagi keberlanjutan bisnis?
2. Sebutkan dan jelaskan tiga (3) metrik kunci yang dapat digunakan untuk mengukur keberhasilan inisiatif CRM dalam sebuah perusahaan. Berikan contoh bagaimana setiap metrik tersebut dapat dihitung atau diobservasi.
3. Dalam era digital, Big Data dan Artificial Intelligence (AI) semakin banyak digunakan dalam CRM. Berikan dua (2) contoh konkret bagaimana teknologi ini dapat dimanfaatkan untuk meningkatkan pengalaman pelanggan dan efisiensi operasional CRM.
4. Banyak perusahaan saat ini mengadopsi CRM berbasis Cloud (SaaS CRM) dibandingkan dengan CRM On-premise. Bandingkan kedua model ini dari segi biaya, skalabilitas, keamanan, dan pemeliharaan. Menurut Anda, dalam kondisi bisnis seperti apa model Cloud CRM lebih unggul, dan kapan model On- premise masih relevan?

Dokumen ini membahas empat aspek utama dalam manajemen hubungan pelanggan (CRM), yaitu perbedaan antara kepuasan pelanggan dan loyalitas pelanggan, metrik kunci untuk mengukur keberhasilan CRM, penerapan teknologi Big Data dan Artificial Intelligence (AI), serta perbandingan antara model CRM berbasis Cloud dan On-premise. Melalui penjabaran teoritis dan contoh praktis, penulis menekankan pentingnya integrasi pendekatan strategis dan teknologi dalam menciptakan pengalaman pelanggan yang unggul dan efisiensi operasional. Kepuasan pelanggan diposisikan sebagai dasar keberlangsungan hubungan, sementara loyalitas merupakan tujuan jangka panjang dari CRM. Selain itu, pemanfaatan AI dalam personalisasi dan layanan pelanggan, serta fleksibilitas sistem Cloud dalam mendukung perusahaan modern, menjadi sorotan penting dalam era digitalisasi saat ini. Tulisan ini bertujuan untuk memberikan pemahaman menyeluruh mengenai praktik dan tantangan CRM di tengah dinamika bisnis yang terus berkembang.

1. Jelaskan perbedaan mendasar antara 'Customer Satisfaction' (Kepuasan Pelanggan) dan 'Customer Loyalty' (Loyalitas Pelanggan) dalam konteks CRM. Mengapa keduanya penting bagi keberlanjutan bisnis? 2. Sebutkan dan jelaskan tiga (3) metrik kunci yang dapat digunakan untuk mengukur keberhasilan inisiatif CRM dalam sebuah perusahaan. Berikan contoh bagaimana setiap metrik tersebut dapat dihitung atau diobservasi. 3. Dalam era digital, Big Data dan Artificial Intelligence (AI) semakin banyak digunakan dalam CRM. Berikan dua (2) contoh konkret bagaimana teknologi ini dapat dimanfaatkan untuk meningkatkan pengalaman pelanggan dan efisiensi operasional CRM. 4. Banyak perusahaan saat ini mengadopsi CRM berbasis Cloud (SaaS CRM) dibandingkan dengan CRM On-premise. Bandingkan kedua model ini dari segi biaya, skalabilitas, keamanan, dan pemeliharaan. Menurut Anda, dalam kondisi bisnis seperti apa model Cloud CRM lebih unggul, dan kapan model On-premise masih relevan?

The study examines the degree to which Academic staffs working in higher educational institutes experience a different level of job satisfaction from promotion. This empirical literature on Job Satisfaction is positively associated with the colleges in Muscat, Sultanate of Oman. The present research Paper was conducted by using Paul Spector’s (JSS) job satisfaction Survey Questionnaire. Reliability Analysis, Mean, Standard Deviation test were analyzed from received data. The present Research Finding Indicates that Academic teaching employees where satisfied with the promotion, there was a significant differences in the level of satisfaction. The present paper suggests that more focus should be given to the area of less-satisfied parameters. Hoping that this research will encourage the higher education institutes of Muscat, Sultanate of Oman to provide a necessary step to satisfy their academic staff by promoting them according to their teaching levels or skill or by their contributi...

This paper presents a normative set of recommendations for elevating the practice of marketing ethics. The approach is grounded in seven essential perspectives involving multiple aspirational dimensions implicit in ethical marketing. Importantly, each basic perspective (BP), while singularly useful, is also integrated with the other observations as well as grounded in the extant ethics literature. This combination of BPs, adhering to the tenets of normative theory postulation, generates a connective, holistic approach that addresses some of the major factors marketing managers should consider if they desire to conduct their marketing campaigns with the highest levels of ethics and social responsibility.

This article presents a normative set of recommendations for elevating the practice of marketing ethics. The approach is grounded in seven essential perspectives involving multiple aspirational dimensions implicit in ethical marketing. More important, each basic perspective (BP), while singularly useful, is also integrated with the other observations as well as grounded in the extant ethics literature. This combination of BPs, adhering to the tenets of normative theory postulation, generates a connective, holistic approach that addresses some of the major factors marketing managers should consider if they desire to conduct their marketing campaigns with the highest levels of ethics and social responsibility.

O ato de consumir um produto ou serviço não é algo simples, pois este é carregado de características culturais e simbólicas . Este ato se torna complexo a cada nova geração de consumo, trazendo questões associadas a (re)afirmação de identidade, definição de posição social, pertencimento a um grupo e definição de hierarquia, status ou poder Tsang et al., 2014). Neste cenário complexo, o consumo materialista cada vez mais tem sido usado para explicar esta complexidade (Hudders & Pandelaere, 2012; Baker, 2013). O materialismo é um construto comum nos estudos de marketing (Benmoyal-Buzaglo & Moschis, 2012; formado por variáveis observáveis que mensuram a importância atribuída a posse e a aquisição de bens materiais para alcançar objetivos de vida ou estados desejados (Golberg, et al., 2003;. Entender as "origens" (antecedentes) e os "fins" (consequentes) do materialismo no ato de consumo é fundamental para melhor mensurar este construto. Nesse sentido, pesquisas vêm sendo desenvolvidas, com mais intensidade a partir da década de noventa do século passado, para compreender o que motiva e o que decorre do comportamento materialista do consumidor, sendo que nem sempre os resultados convergem nesse entendimento. Como exemplo, pode-se citar o antecedente influência interpessoal que por vezes demonstra uma relação negativa (Wan et al., 2009), positiva (Fitzmaurice & Comegys, 2006) ou neutra (Benmoyal-Buzaglo & Moschis, 2012). Encontram-se, também, resultados divergentes para consequentes do consumo materialista, como podem ser vistos nos construtos de compra compulsiva, sendo encontradas relações positivas (Weaver, Moschis & Davis, 2011) e negativas (Richins & Dawson, 1992). Com base nessa argumentação, o presente artigo desenvolveu uma meta-análise dos estudos empíricos com o objetivo de identificar as dimensões associadas ao consumo materialista, avaliando os seus principais antecedentes e consequentes. Para alcançar tal objetivo, em um primeiro momento o artigo discute o materialismo e as suas possíveis relações. Logo após o estabelecimento das hipóteses (antecedentes e consequentes), é descrito o processo de coleta de dados para a realização da meta análise, seguida da interpretação e análise dos resultados. Por fim, são feitas as considerações finais do trabalho. Pessoas materialistas são aquelas orientadas para os bens materiais e dinheiro, sendo estes os elementos essenciais para a felicidade desses indivíduos , ou seja, o materialismo é a importância dada para a posse de bens . Neste caso, a posse assume um papel determinante na vida do indivíduo, chegando ao ponto de ser um elemento norteador da satisfação ou insatisfação com a vida . Ainda nesta visão, o sentimento de posse está vinculado a uma sensação de controle sobre bens físicos ou até mesmo pessoas e sentimentos . O materialista, em uma visão mais antropológica, pode ser considerado um consumidor sedento, não necessariamente por status, mas para impor uma identidade perante a sociedade, ou seja, este indivíduo precisa estar se auto-afirmando perante aos outros (Miken & Roberts, 1999; Chang & Arking, 2002; Miken & Roberts, 2003). Com relação a construção de escalas para mensurar materialismo no marketing, Belk (1982) apresentou uma escala multidimensional compreendida por três sentimentos: (a) inveja, no qual é evocado uma pré-disposição negativa a outra pessoa em função de seu sucesso; (b) posse, onde o sentimento de controle é salientado e (c) falta de generosidade, no qual não há predisposição do indivíduo para compartilhar algo com outros. Na década de noventa, apresentaram uma nova operacionalização para o construto materialismo, compreendendo o sentimento de centralização (aquisição como centro da vida), felicidade (aquisição pela busca da felicidade) e, ainda, sucesso (definida pela

Esta pensata desafia o marketing atual, marcado por uma busca alucinante pelo lucro e influenciado por gurus tão superficiais quanto relevantes. Discutindo a necessidade de uma reconexão com bases acadêmicas robustas, o texto critica como a ética foi à deriva e as práticas inclusivas negligenciadas tanto em ambientes acadêmicos quanto corporativos. O texto também aborda a discrepância entre o discurso de marcas e suas ações, propondo um retorno ao verdadeiro potencial transformador do marketing por meio de uma educação comprometida com a ética, a história e a crítica social. Parte essencial da solução para os desafios do marketing moderno é formar profissionais conscientes do profundo impacto que podem ter na construção de sociedades mais justas e plurais.

PALAVRAS-CHAVE: gurus de marketing, história do marketing, marketing tóxico, ética no marketing, críticas ao marketing.

Over the past decade, there have been great efforts in using data science to take decision-making, get deep insights, and act from large data sets in the digital marketing environment. Using algorithms, techniques, and methods of Data Science, voluminous data is analyzed to understand the underlying patterns and trends. Basically, the tasks of digital marketers can be separated into four fundamental components-building and managing databases, analyzing data, understanding data, and communicating the findings to stakeholders. The Chapter focuses on how data science can be used by digital marketers to plan their digital marketing strategies to increase sales and profits and how digital marketers can reap the advantages of Data science by implementing it for these campaigns. The chapter highlights the key components of Digital Marketing and narrates the Role of Data Science in Digital Marketing.

O objetivo desta pesquisa e trazer a tona uma discussao teorica acerca do tema comportamento do consumidor, considerando as contribuicoes de diferentes areas para o seu estudo. Nesse sentido, abordaram-se campos teoricos distintos, como Antropologia, Sociologia, Historia e Psicologia. As contribuicoes da Psicologia relacionam fatores individuais, sociais e de informacao como pre-requisitos para as atitudes que influenciam o comportamento do consumidor. De forma diferenciada, a Sociologia considera o comportamento do consumidor como um fenomeno social, alem da perspectiva da racionalidade economica de maximizacao da producao por meio da destruicao da utilidade. Ressalta-se, nesse aspecto, que o consumo constitui um assunto complexo, envolvendo individuos e organizacoes. Na perspectiva da Historia, o prazer de possuir a mercadoria transforma a vida das pessoas e proporciona percepcoes diferenciadas de status em relacao a outros individuos. Se considerada a perspectiva da Antropologia,...

This chapter explores the application of neuromarketing techniques to encourage healthier eating habits, aiming to counteract the global rise in lifestyle diseases linked to poor dietary choices. By reviewing existing campaigns, analyzing consumer behavior studies, and evaluating health outcomes, the chapter highlights the potential of neuromarketing to subtly influence preferences. Ethical considerations are emphasized to ensure responsible use, underlining its importance in combating lifestyle diseases and promoting public health.

Alternative trade organizations (ATOs) based on philosophies of social justice and/or environmental well-being are establishing new channels of trade and marketing. Partisans promote ATOs as systems to transfer benefits from consumers in the wealthy northern hemisphere to producers in the poor southern hemisphere. The central public policy question is whether the well-being of poor agricultural producers in the southern hemisphere is actually being improved by fair-trade practices, or are consumers who buy products on this premise deceived? The research reported here partially answers the question whether participation in a fair-trade coffee marketing channel delivers benefits to smallscale producers in Latin America. The authors employ a survey methodology to compare TransFair USA (TF) cooperative participants and nonparticipating farmers in three countries on socioeconomic indicators of well-being. According to the analysis, the economic effects of fair-trade participation are unassailable; the effects on educational and health outcomes are uneven. However, TF cooperative participation positively affects educational attainment and the likelihood that a child is currently studying. The authors find positive health-related consequences of TF cooperative participation.

O ato de consumir um produto ou serviço não é algo simples, pois este é carregado de características culturais e simbólicas . Este ato se torna complexo a cada nova geração de consumo, trazendo questões associadas a (re)afirmação de identidade, definição de posição social, pertencimento a um grupo e definição de hierarquia, status ou poder Tsang et al., 2014). Neste cenário complexo, o consumo materialista cada vez mais tem sido usado para explicar esta complexidade (Hudders & Pandelaere, 2012; Baker, 2013). O materialismo é um construto comum nos estudos de marketing (Benmoyal-Buzaglo & Moschis, 2012; formado por variáveis observáveis que mensuram a importância atribuída a posse e a aquisição de bens materiais para alcançar objetivos de vida ou estados desejados (Golberg, et al., 2003;. Entender as "origens" (antecedentes) e os "fins" (consequentes) do materialismo no ato de consumo é fundamental para melhor mensurar este construto. Nesse sentido, pesquisas vêm sendo desenvolvidas, com mais intensidade a partir da década de noventa do século passado, para compreender o que motiva e o que decorre do comportamento materialista do consumidor, sendo que nem sempre os resultados convergem nesse entendimento. Como exemplo, pode-se citar o antecedente influência interpessoal que por vezes demonstra uma relação negativa (Wan et al., 2009), positiva (Fitzmaurice & Comegys, 2006) ou neutra (Benmoyal-Buzaglo & Moschis, 2012). Encontram-se, também, resultados divergentes para consequentes do consumo materialista, como podem ser vistos nos construtos de compra compulsiva, sendo encontradas relações positivas (Weaver, Moschis & Davis, 2011) e negativas (Richins & Dawson, 1992). Com base nessa argumentação, o presente artigo desenvolveu uma meta-análise dos estudos empíricos com o objetivo de identificar as dimensões associadas ao consumo materialista, avaliando os seus principais antecedentes e consequentes. Para alcançar tal objetivo, em um primeiro momento o artigo discute o materialismo e as suas possíveis relações. Logo após o estabelecimento das hipóteses (antecedentes e consequentes), é descrito o processo de coleta de dados para a realização da meta análise, seguida da interpretação e análise dos resultados. Por fim, são feitas as considerações finais do trabalho. Pessoas materialistas são aquelas orientadas para os bens materiais e dinheiro, sendo estes os elementos essenciais para a felicidade desses indivíduos , ou seja, o materialismo é a importância dada para a posse de bens . Neste caso, a posse assume um papel determinante na vida do indivíduo, chegando ao ponto de ser um elemento norteador da satisfação ou insatisfação com a vida . Ainda nesta visão, o sentimento de posse está vinculado a uma sensação de controle sobre bens físicos ou até mesmo pessoas e sentimentos . O materialista, em uma visão mais antropológica, pode ser considerado um consumidor sedento, não necessariamente por status, mas para impor uma identidade perante a sociedade, ou seja, este indivíduo precisa estar se auto-afirmando perante aos outros (Miken & Roberts, 1999; Chang & Arking, 2002; Miken & Roberts, 2003). Com relação a construção de escalas para mensurar materialismo no marketing, Belk (1982) apresentou uma escala multidimensional compreendida por três sentimentos: (a) inveja, no qual é evocado uma pré-disposição negativa a outra pessoa em função de seu sucesso; (b) posse, onde o sentimento de controle é salientado e (c) falta de generosidade, no qual não há predisposição do indivíduo para compartilhar algo com outros. Na década de noventa, apresentaram uma nova operacionalização para o construto materialismo, compreendendo o sentimento de centralização (aquisição como centro da vida), felicidade (aquisição pela busca da felicidade) e, ainda, sucesso (definida pela

Aristotle first defined human flourishing theory. What he called eudaimonia (flourishing), was not a momentary state, but a condition of living a good life. Happiness, he wrote, was not limited to feeling good, but it encompassed a fulfillment of life, dreams and expectations (Aristotle 1980). After thousands of years, philosophers are still discussing human flourishing theories (Brighouse 2000, Raz 2003, and Youkins 2008). In addition, human flourishing theories have been developed in the economic (Layard

which need unearthing. Volvic's 'doing good' has obvious value implications. Ethical and green consumption are one of the fastest growing sectors. That is, large multinationals, such as Danone, clearly invest in ethical marketing strategies because it makes financial sense for them (economic value) to be doing 'good' (ethical value). While we would not want to belittle Danone's ethical considerations or reject them outright, what we think is urgent is a contrasting of the value positions involved in the '1L=10L for Africa' and other ethical marketing campaigns. Late capitalism and postcolonialism Mandel (1985) has named the contemporary period as 'late capitalism'-the third stage of capitalist development. The first stage, based on free competition, originated as a result of the industrial revolution around the 18 th century and was characterised by the relative immobility of capital. The reason for this immobility is that there were no serious limits to the expansion of capital in domestic markets, which were until then relatively unexplored. Capitalism's monopolist (or imperialist) stage, the second one, initiated around the middle of the 19 th century, and was characterised by a qualitative growth of capital's concentration and centralisation. The monopolist agreements between a few companies, which dominated many different sectors of the market, resulted in the end of free competition, stimulating the merger of banking capital and industrial capital, which resulted in the emergence of finance capital. Consequently, few financial groups began to dominate the economy of each capitalist country. These monopolist groups shared among them the world markets of important consumer goods, and the most powerful countries divided the world into colonial empires or in semi-colonial areas of influence. Monopolistic markets led to monopolistic profits and an excess of accumulation, which in turn led to a strong search for new markets where this excess of capital could be invested. The First and Second World Wars were the terrible outcomes of this competition amongst monopolistic powers of capital. The third and contemporary stage, late capitalism, initiated after the Second World War, is characterised by universal and generalised industrialisation on a world scale. Mechanisation, standardisation, specialisation and job fragmentation, which, in the past, were restricted to the industrial sphere of consumer goods production, are now features of all sectors of social life. That is, the market logic-profit as the primary goal of all institutions-has became a performance parameter for universities, museums and hospitals, as it always has been for consumer goods companies. This is thus a process of the general expansion of capital to sectors not yet commodified. 1 Postcolonialism covers a disparate set of positions and practices (Westwood, 2006), which have been semantically examined by Young (2001). Although neocolonialism or postcolonialism are not always treated as synonyms (see Nkrumah, 1965; Young, 2001), for the purposes of this paper we will use both terms interchangeably.

In recent years, it has become an increasingly common marketing practice to connect the sale of consumer products to corporate social responsibility (CSR) initiatives, such as aid and development projects in so-called ‘developing’ countries. One example is Volvic’s pioneering ‘1L=10L for Africa’ campaign (2005–2010), which linked the sale of each liter of bottled water in ‘developed’ countries with the promise by Danone, Volvic’s owner, to provide 10 liters of drinking water in Africa. In this article, we engage with this ‘cause-related marketing’ campaign, using critical discourse analysis (CDA) to uncover its mechanisms and ideological functioning. We show how Volvic was able to transform an ordinary commodity, bottled water, into a consumer activist brand through which consumers could take part in solving global social problems, such as the access to safe drinking water in ‘developing’ countries. Our analysis of this exemplary case shows the ways that CSR often operates to deflec...

To date, the primary focus of research in the field of corporate social responsibility (CSR) has been on the strategic implications of CSR for corporations and less on an evaluation of CSR from a wider political, economic and social perspective. In this paper, we aim to address this gap by critically engaging with marketing campaigns of so‐called ‘ethical’ bottled water. We especially focus on a major CSR strategy of a range of different companies that promise to provide drinking water for (what they name as) ‘poor African people’ by way of Western consumers purchasing bottled water. Following Fairclough's approach, we unfold a three‐step critical discourse analysis of the marketing campaigns of 10 such ‘ethical’ brands. Our results show that bottled water companies try to influence consumers' tastes through the management of the cultural meaning of bottled water, producing a more ‘ethical’ and ‘socially responsible’ perception of their products/brands. Theoretically, we bas...

Web marketing is now an integral part of a bank's overall marketing strategy. It fulfils two main purposes: (1) it raises awareness of the bank's brand and provides information so that existing and potential customers can conduct detailed research into the bank's products and services, and (2) it is a service channel for customers to carry out banking transactions and account management. A key measure of online performance is the share of unique visitors within a defined market. In this paper we evaluate the leading UK banks' online performance in terms of share of unique visitors relative to their overall market share. In addition, the concept of web visibility is introduced, which is a measure of Internet connectedness. The relationship between web visibility and unique visitors is shown for each individual bank, and the competitive implications outlined. Further research is outlined, in particular to set out an agenda for extending the concepts described here into a more comprehensive analytical framework.

In this study, the primary objective was to ascertain what factors motivate lecturers of private universities in Ghana. It also sought to determine whether these employees perceive the motivating factors as readily available to them or not.The study examined the ranked importance of motivational factors of university lecturers.Using descriptive survey, data was collected and analysed in terms of descriptive statistics. Findings suggest high salary and personal development are the main motivating factors of university lecturers. Carefully designed reward systems that include high salary, opportunity for personal development, fringe benefits, and non-monetary compensation should be considered.

Generasi Z dan Alpha adalah dua kelompok konsumen yang sangat berbeda namun memiliki pengaruh besar terhadap masa depan pasar global. Generasi Z, yang lahir antara tahun 1997 dan 2012, telah tumbuh di tengah kemajuan teknologi dan perubahan sosial yang cepat, sementara Generasi Alpha, yang lahir setelah 2012, akan menjadi generasi pertama yang sepenuhnya terhubung dengan dunia digital. Memahami karakteristik, preferensi, dan perilaku kedua generasi ini adalah kunci untuk merancang strategi pemasaran yang efektif.

Dalam buku ini, kami mengeksplorasi berbagai aspek pemasaran digital yang relevan dengan kedua generasi ini, mulai dari pentingnya konten yang menarik dan pengalaman pengguna yang dipersonalisasi hingga penggunaan media sosial dan influencer sebagai alat pemasaran yang efektif. Kami juga membahas etika pemasaran, pemasaran berkelanjutan, dan cara membangun brand yang kuat di era yang serba cepat ini.

Melalui pendekatan yang komprehensif dan praktis, buku ini bertujuan untuk memberikan wawasan mendalam dan strategi konkret yang dapat diterapkan oleh para pembaca. Kami berharap buku ini dapat menjadi sumber inspirasi dan pengetahuan yang berharga bagi Anda dalam menghadapi tantangan pemasaran di era digital.

Web marketing includes the use of the Internet to inform, promote, and collect information targeted to consumers and the public. Internet users are expected to increase in their expectations for online services. Consumer trends have shown an increase in expectations for customized demand, convenience, e-commerce, and search for information. Marketers have always been concerned about understanding consumer behavior as much as possible. Web analytics is a powerful marketing tool that helps with data collection and behavior tracking. Business technology today is capable to collect, store, and use a vast amount of individual data. However, extensive tracking of an individual’s Internet activity, the collection, storage, and selling of consumer data endangers consumers’ privacy. The paper explores the challenges of ethical concerns of web marketing and how can consumers benefit from it. Consumer behavior analysis is used to examine the negatives of unwanted email and the annoyance of pop...

This study tells about the positive relationship with ethical branding in the competitive video gaming world aka esports, the motive of this research is to find out where esports industry have a legal rules and regulation for the competitive tournaments where we got to know that there less moral guidelines to esports games. Featuring few vital goals, for example, checking the moral framework, investigating administrative loopholes, and advancing consciousness of moral guidelines among members. A quantitative survey including 214 respondents features the necessary of having formalized moral system and the few complex challenges faced by society. The discoveries emphasize the requirement for clear standards, instructive projects, and moral rules to improve genuineness and confidence in esports. These endeavors would advance fair rivalry, protect player mental health, and guarantee clarity in strategic approaches. By encouraging a culture of responsibility in esports can accomplish long haul development, construct more good associations among players, fans, and company, and keeping up with its status as the business keeps on growing worldwide.

Backlinks are a key part of any SEO strategy. They're like digital votes of confidence from one site to another, helping search engines decide how valuable and relevant your content is. But here's the catch: not all backlinks are created equal. If a backlink isn't indexed by search engines, it's essentially invisible-and therefore, useless. In this post, we'll dive into why non-indexed backlinks don't add value to your SEO efforts, and how focusing on them can be a waste of time and resources.

Companies are dedicated to being sustainable organizations through building long-term shareholder value while being a responsible corporate citizen. It is globally believed that the only way to achieve that is to incorporate economic, social and environmental codes of conduct into business strategy. The study is aimed at evaluating the attitudes of the managers towards Ethical marketing practices in selected companies in Pune region. The subjects for this survey were limited to the managers who were currently employed with the companies for more than a year. The respondents were surveyed using questionnaires voluntary participation. Ethical thinking also may lead to customer, workers and citizen satisfaction. They also enhance reputation and goodwill of the organization. With ethics, the business can have inner strength and outer strength.

This article points out the results of the study investigating the effect of using audio files on improving listening comprehension of high school students in Khorramabad-Iran-. For the purpose of the topic, two groups of students consisting of thirty four were randomly selected and were divided into two groups of seventeen. Research method was quasi-experimental. Although some native audio files were presented for the experimental group, both experimental and control group taught in the same style. According to the results of post listening test and the related comparisons, findings showed that using audio files had positive meaningful effect on improving listening comprehension.

client experiences center should be there to foster procedures connected with various experience supplier components. Grundey (2008) in his review talked about six experience suppliers components market correspondence channels (i.e., promoting, public connection and so forth), item presence (i.e., item look, style, character attributes, bundling and so on), co-marking, spatial climate (i.e., corporate house plan and deal outlets), sites, and individuals (i.e., deal individual).

client experiences center should be there to foster procedures connected with various experience supplier components. Grundey (2008) in his review talked about six experience suppliers components market correspondence channels (i.e., promoting, public connection and so forth), item presence (i.e., item look, style, character attributes, bundling and so on), co-marking, spatial climate (i.e., corporate house plan and deal outlets), sites, and individuals (i.e., deal individual).

client experiences center should be there to foster procedures connected with various experience supplier components. Grundey (2008) in his review talked about six experience suppliers components market correspondence channels (i.e., promoting, public connection and so forth), item presence (i.e., item look, style, character attributes, bundling and so on), co-marking, spatial climate (i.e., corporate house plan and deal outlets), sites, and individuals (i.e., deal individual).

Conventional representations of consumer decision-making are mostly cognitive and chronological in nature. Emotional proclamations are made by consumers on a daily basis. Marketer to some extent turns from the conventional marketing schemes. They now concentrate on the role of emotions in the buying procedure. Emotional component plays a vital role in decision making process. Conventional models beliefs emotions are chronological in nature. Generally the negative emotions are dreadful and should be conquer. Attitudes are mainly liable to forecast behavior when cognitive participation is elevated and consumers consider expansively about the information that increases their attitudes. A review of literature on impulse buying, consumer behavior and emotional intelligence is presented and a synopsis of a baseline study on impulse, consumer behavior and emotional intelligence is also presented.

Service failures seem to be inevitable given the heterogeneous nature of services. In many cases, it is the service recovery efforts performed by service providers after a service failure that affect customer satisfaction. A model is proposed that considers the impact of service failures and service recovery efforts on customer satisfaction within restaurants. The findings indicate that while the severity of the service failure does not impact the preference for recovery efforts, recovery efforts do impact customer satisfaction. In addition, an analysis of various demographic factors suggests that gender plays a role in these variables.

One of the most important functions of management is to ensure that employee work is more satisfying and to reconcile employee motivation with organizational goals. With the diversity of current jobs, this is a dynamic challenge. What people value and enjoy is influenced by many factors, including the influence of different cultural backgrounds. This research report examines employee motivation and its impact on employee performance. The study examines some common theories of motivation that can be used in an organization to improve employee performance. The study showed that employees have their differences in terms of the concept of motivation. Various forms of theories of motivation in literature have been debated along with their applications and implications. Three questions were examined: What is motivation? What kind of motivation can best be used to increase employee performance? The results of the study show that motivation can increase or decrease employee performance. If the chosen form of motivation meets the needs of the employee, their performance increases. If, on the other hand, the chosen form of motivation does not satisfy the needs of the employee, the benefit decreases. It therefore encourages organizations to understand the motivating need of each employee to improve performance.