Innovative marketing

The COVID-19 pandemic has generated unprecedented disruptions to global economies, with small and medium-sized enterprises (SMEs) among the most severely impacted. This study investigates the effects of the pandemic on the revenue generation and staffing levels of event planning firms in Lagos State, Nigeria. Utilizing a descriptive research design, primary quantitative data were collected from 20 event centers through structured questionnaires administered to administrative and supervisory staff. Participants were selected using simple random sampling to ensure representative coverage. Data analysis involved the use of descriptive statistics (frequencies and percentages) alongside t-test inferential analysis conducted at a 5% significance level. Findings revealed a marked decline in average monthly revenues and a substantial contraction in staffing levels following the onset of the pandemic. Prior to COVID-19, a significant proportion of firms earned revenues above N500,000 monthly and maintained staffing levels exceeding ten employees. Post-pandemic data showed a sharp reversal, with many firms reporting revenues below N100,000 and operating with reduced workforce sizes. Hypothesis testing confirmed that COVID-19 had a statistically significant impact on both the revenue and staffing structures of event planning businesses. The study recommends the implementation of emergency financial assistance schemes, tax relief measures, and the development of coordinated public-private recovery programs to support SME resilience. Strengthening the SME sector remains vital for Nigeria's broader economic recovery in the post-pandemic period.

Customer relation is a crucial facet in the banking industry which requires persistent and effective efforts to ensure long lasting cooperation and enhance satisfaction. Sturdy customer relation policies and programmes from the side of banks would help in improving customer loyalty. Mass banking and reaching of new customers are the core elements for expansion of the volume of business. However, sustainable growth and development occur only when banks pursue efficient customer loyalty programmes for the retention of existing customers. Exemplary customer relationship initiatives would help to establish ample customer base. Customer engagement is a notion of maintaining warm relations with customers beyond the normal banker customer exchanges. Customer loyalty refers to the assessment of the willingness of customers to do repeated dealings with an organization or brand. The study intends to examine the extent of customer engagement and customer loyalty. It attempts to evaluate the interrelationships between these two facets in a banking scenario.

Social media has revolutionized how businesses connect with consumers, going beyond product promotion to understanding consumer preferences. It is undeniable that social media plays a pivotal role in shaping consumer purchase decisions, as more individuals turn to these platforms to seek advice and opinions from peers. The current study engaged 410 Indian consumers, employing a quantitative approach backed by rigorous statistical methods, including descriptive statistics, correlation analysis, regression analysis, and structural equation modeling (SEM) using AMOS software. The goal was to unravel the intricate dynamics between social media marketing, brand image, and purchase intentions. The findings highlight a significant and positive relationship between social media marketing efforts and brand image perception. Moreover, it was discovered that brand image significantly influences consumers’ purchase intentions. Surprisingly, it did not find a direct and significant impact of soc...

Corporate social responsibility (CSR) is the belief that businesses must consider ethical, social, and environmental issues when making decisions. Several studies have found that CSR improves corporate performance. Moreover, CSR is thought to increase consumer trust and purchase intention. This study investigates the effect of CSR activities on customers’ purchase intentions and the mediating role of trust. It draws linkages and establishes that businesses can improve their bottom lines while positively affecting society by acting responsibly.The present study selected two independent variables (ethical corporate social responsibility and legal corporate social responsibility) alongside one dependent variable (purchase intention) and one intervening variable (trust). The sample comprises two hundred and thirty respondents from India’s National Capital Region (NCR), Delhi, and nearby regions. The data were examined using structural equation modeling (SEM). The results showed that CSR...

Vehicles are classified as a mobile source of pollution worldwide. This problem is compounded in countries like India, where the population is enormous, and the number of automobiles increases quickly. To overcome this issue, governments and individuals must adopt electric vehicles and maximize the use of eco-friendly vehicles. However, the adoption of electric vehicles in India is gradual. One of the reasons is the attitude towards traditional and electric vehicles. This study’s primary objective is to determine how attitude influences the adoption of electric vehicles. The topic is vital since the attitude provided by numerous studies influences the intention to buy anything. This study considered one dependent variable (electric vehicle adoption) and one mediating variable (attitude) along with five independent variables. The data collection method was straightforward, and the sample size was 366 respondents. Exploratory factor analysis (EFA), structural equation modeling (SEM), ...

Organizations place great value on corporate social responsibility (CSR), as it has been found to influence customer attitudes and intentions. This study analyzed the impact of CSR on consumers’ purchase intentions. The significance of this study arises from the fact that all progressive companies are increasing their expenditure on CSR activities. In this study, purchase intention was considered as a dependent variable, while trust, ethical, and legal CSR activities were the independent variables. Data for the study was collected from 210 randomly chosen respondents from amongst consumers of Delhi and National Capital Region of India. The data, analyzed using Structural Equation Modeling, found that trust, ethics, and legal CSR activities directly impacted consumer purchase intentions. These results indicate that legal factors do not significantly influence the corporate decision on spending on CSR activities. On the other hand, ethical factors and trust factors significantly influ...

A “suit and hard sell tactics” do not define superior selling.  Many determinants impact sales performance and that distinguish superior salespeople from inferior sales­people (Sardar and Patton 2002), thus raising the need to investigate salesman’s personality trait and its effect on sales performance among FMCG IN Nigeria. Data were randomly collected through self-administered questionnaire to 54 respondents comprising of sales managers and salespersons of the selected cosmetics firms using convenience sampling technique and were analysed using Pearson correlation co-efficient statistical model.  The Cronbach’s alpha was used to test the reliability of the measuring instrument. Results show that a positive and strong relationship exists among the three personality traits factor examined to influence sales performance (Empathy, assertiveness and ambitiousness). The study recommends amongst other things; the need for firms to boost  salesmen capability, integrity, trust and confiden...

It is necessary to understand the customers’ perceptions of internet banking because it helps determining the direction and patterns of intention to continue using internet banking. This could also help bank policymakers to develop appropriate strategies to increase internet banking usage. The study aims to examine the determinants of user’s intention to continue using internet banking since there have been no systematic attempts to understand this aspect, especially in the Indian context. This research suggests and tests an extended model to predict the intention to continue using internet banking in India. The suggested study model was examined using survey data from 206 internet banking users. PLS-SEM was employed for data analysis. The findings imply that the most significant determinants of intention to continue using internet banking are service quality, trust, and user satisfaction. On the other hand, the study finds that intention to continue using internet banking is not im...

This study aims to analyze the effect of marketing strategies on creating competitive advantage through strategies such as customized products strategy, pricing strategy, distribution strategy, promotion strategy, and innovation orientation strategy. The study was carried out on the basis of primary data, where part of the quantitative research were 15 categorized dairies, with low capacity (300-3,000 liters per day), with medium capacity (5,000-100,000 liters per day), and with high capacity (over 100,000 liters per day). From these dairies, 150 workers in leadership positions were surveyed, from which the marketing strategy with the greatest impact on creating competitive advantages was identified. Questionnaires were physically distributed and data were processed through Statistical Package for Social Sciences, version 26. Based on the multiple regression analysis, it was found that there is a statistically significant correlation that marketing strategies affect the creation of ...

Objective
In today's dynamic environment, gaining an edge over competitors is essential for survival and growth in a competitive market. Survival and growth in such an environment are possible through innovation. Outstanding and innovative products, advanced technology, and innovation in marketing will not have an impact on the company's success if they do not create a significant competitive advantage. Open innovation recommends that companies give as much importance to external ideas as they do to internal ideas to access different markets, identify market opportunities, and create a competitive advantage for the company. This research aims to identify and prioritize the factors of open innovation in gaining a competitive advantage in the home appliance industry.

Methodology
The present study is considered to be applied research and falls into the category of descriptive-analytical research. The research process of this study consists of four main phases. In the first phase, using library methods, the effective factors of open innovation were extracted from the research background. In the second phase, the extracted factors and sub-factors from the research literature were presented to the experts of the home appliance industry, and using the Fuzzy Delphi method, 10 categories of factors and 45 important sub-factors were identified and classified. Then, considering the selected factors and sub-factors, a three-level hierarchical model was obtained, where the first level is the ranking of the factors and sub-factors affecting open innovation in gaining competitive advantage. At the second level, the factors affecting open innovation and at the third level, the sub-factors related to each factor are placed. In the third phase, based on the hierarchical model of the research, a pairwise comparison table was formed and provided to the experts in the form of a pairwise comparison questionnaire. Then, to extract the weights of the factors and sub-factors, the Fuzzy Analytic Hierarchy Process method was used, which is one of the common multi-criteria decision-making methods. In the fourth phase, the factors and sub-factors of open innovation in gaining competitive advantage in the home appliance industry were prioritized

The study was conducted in Egyptian shopping malls, considering all shoppers, both male and female, as the sampling unit. The research aims to assess the effect of situational factors on impulsive buying, the effect of shopping values on impulsive buying, and the effect of (money and time availability) and (hedonic and utilitarian values) on impulsive buying as a dependent variable. A total of 361 valid questionnaires were collected for statistical analysis. The statistical analysis revealed several key findings. Most notably, situational factors have a stronger positive effect on impulsive buying (53%) compared to shopping values (34%). The results also indicate that money availability (53%) has a greater effect on impulsive buying than time availability (29%). Finally, hedonic values (43%) were found to affect impulsive buying more significantly than utilitarian values (26%).

Social media has revolutionized how businesses connect with consumers, going beyond product promotion to understanding consumer preferences. It is undeniable that social media plays a pivotal role in shaping consumer purchase decisions, as more individuals turn to these platforms to seek advice and opinions from peers. The current study engaged 410 Indian consumers, employing a quantitative approach backed by rigorous statistical methods, including descriptive statistics, correlation analysis, regression analysis, and structural equation modeling (SEM) using AMOS software. The goal was to unravel the intricate dynamics between social media marketing, brand image, and purchase intentions. The findings highlight a significant and positive relationship between social media marketing efforts and brand image perception. Moreover, it was discovered that brand image significantly influences consumers’ purchase intentions. Surprisingly, it did not find a direct and significant impact of soc...

Corporate social responsibility (CSR) is the belief that businesses must consider ethical, social, and environmental issues when making decisions. Several studies have found that CSR improves corporate performance. Moreover, CSR is thought to increase consumer trust and purchase intention. This study investigates the effect of CSR activities on customers’ purchase intentions and the mediating role of trust. It draws linkages and establishes that businesses can improve their bottom lines while positively affecting society by acting responsibly.The present study selected two independent variables (ethical corporate social responsibility and legal corporate social responsibility) alongside one dependent variable (purchase intention) and one intervening variable (trust). The sample comprises two hundred and thirty respondents from India’s National Capital Region (NCR), Delhi, and nearby regions. The data were examined using structural equation modeling (SEM). The results showed that CSR...

Consumers expect companies to practice fair pricing. Understanding the underlying cognitive mechanism that determines consumers’ price fairness perceptions is significant. It could help mitigate negative outcomes from unfairness perceptions and place firms in a better competitive position. This study examines the role of consumers’ thinking styles in perceived price fairness and purchase intention in a price increase situation. An online experiment was conducted wherein 171 participants across India, primarily from tier-1 cities frequently using car rental services, took part from September to December 2021. The majority of the participants (72) were 21-30 years old (42%). All involved participants met the initial criteria of using car rental services at least once a week. Proposed hypotheses were checked by one-way ANOVA following Tukey post hoc test and PROCESS. One-way ANOVA results shows a significant influence of thinking styles on cognitive attribution with large effect size, ...

All consumers have multiple sources of identity, some related to the roles they play, some related to their ethnic heritage, and some related to where they live and grow up. Successful marketing and advertising strategies generally meet the economic and cultural needs of buyers, while also identifying with the set of values that is significant to that specific targeted consumer segment. The authors focus on ethnic groups, and more specifically, the African-American community. This research looks at the effects of two components of culture, ethnic identity and acculturation, on purchase behavior, as well as other, "intermediate" marketing measures (e.g., attitude toward an ad). Although research on marketing to ethnic groups has made great strides in the last 30 years, the variance within ethnic groups has not been extensively studied. We run a 2 4 factorial-design experiment with several dependent measures to address the effects of the level of ethnic identity and acculturation of African-Americans, as well as various interaction effects.

All consumers have multiple sources of identity, some related to the roles they play, some related to their ethnic heritage, and some related to where they live and grow up. Successful marketing and advertising strategies generally meet the economic and cultural needs of buyers, while also identifying with the set of values that is significant to that specific targeted consumer segment. The authors focus on ethnic groups, and more specifically, the African-American community. This research looks at the effects of two components of culture, ethnic identity and acculturation, on purchase behavior, as well as other, “intermediate” marketing measures (e.g., attitude toward an ad). Although research on marketing to ethnic groups has made great strides in the last 30 years, the variance within ethnic groups has not been extensively studied. We run a 2 factorial-design experiment with several dependent measures to address the effects of the level of ethnic identity and acculturation of Afr...

The study deals with investigating the effectiveness of celebrity endorsers' reputation on the buying intentions of customers towards Digital Wallet in India. The study used the common TEARS model to understand the effect on purchasing intentions. To achieve the desired objectives, a descriptive study was conducted in which a standardized questionnaire was administered using convenience sampling to 284 respondents residing in the Delhi & NCR area. Using SPSS and AMOS, data was analysed. As a test of statistics, one sample Wilcoxon Signed Rank test and Structural Equation Modelling were applied. The results of the study have validated the (limited) application of the TEARS model in India's digital wallet service sector. The purchasing intentions of consumers for the use of digital wallets in India were significantly influenced by all five source reputation constructs and accounted for 42 percent of the variance in purchasing intentions

The evolving needs of the consumers in the luxury cosmetic segment require the firms to pique consumer interest. This forces the firms to keep their focus on providing superior quality products and, at the same time, creating a memorable experience. The study is undertaken to provide a better understanding of experience through emotions. This study aims to investigate the strategies of experiential marketing used by luxury cosmetics companies for influencing consumer perception. Thus, the current study examines empirical studies selected using PRISMA guidelines to formulate a critical review of prevailing literature to arrive at the findings of the study. The results show that strategies such as free samples and exclusive distribution influence the probability of usage of products and cater to consumer expectations of exclusive approaches. In addition, the strategies of the online community, gift promotion, flagship stores, service from experts, and showbiz marketing can be used to ...

The growth of consumerism in the luxury cosmetic industry in India is backed by the ability and willingness of the consumers to spend money, internet penetration, awareness, and consciousness of luxury cosmetics from exposure to beauty brands. Among other methods of marketing, the adoption of experiential marketing is gaining ground. It is specifically relevant in the cosmetic industry as it creates behavioral experience, brand experience, and brand engagement for appealing to the affective, sensory, and intellectual aspects of the consumers. The study examines the impact of experiential marketing on consumer satisfaction while identifying its importance in the industry. With the help of a close-ended questionnaire, a survey was conducted to examine the perception of 820 consumers of luxury cosmetics in India. SEM analysis was conducted to examine the impact of experiential marketing on consumer satisfaction using SPSS AMOS software. Herein, experiential marketing is represented by ...

It is a challenging task for service marketer to design an advertisement for promoting the sale of financial services because of their unique features of intangibility, variability, perishability and inseperatibility. Service marketers are adopting Celebrity Endorsement as a marketing strategy in making services less abstract by presenting human models especially high profile celebrities as tangible representation of the advertised services in a highly cluttered and competitive environment. To measure the impact of celebrities on consumers' purchase intentions, past researches have used different number and types of independent dimensions of source credibility like trustworthiness, attractiveness, expertise, congruence, respect, similarity, race, gender of celebrity endorsements for different product categories. However such analyses have not been done much for Indian Banking service sector. Thus keeping in mind the growing usage of celebrity endorsement in banking sector, this study is focussed on evaluating the impact of celebrities on consumers' purchase intentions for services offered by banks in Delhi-NCR. A deductive approach has been followed in selecting variables measuring credibility of celebrities. The five dimensions of credibility as proposed by Shimp in his model TEARS (Trustworthiness, Expertise, Physical Attractiveness, Respect and Similarity) have been used as variables. Reliability was tested by Cronbach Alpha to verify the internal consistency of the variables. The survey of 234 respondents using banking services from Delhi-NCR was done by using convenience sampling method with the help of structured questionnaire. The SPSS statistical tests like Correlation, Regression and two tail t-test were used to evaluate the individual impact of all five dimensions of credibility of celebrities on consumers' purchase intention. It has been found that though 5 dimensions of TEARS models have their influence on consumers' purchase intention with high correlation coefficient. However consumers are not highly influenced by celebrity endorsement in taking their purchase decisions for banking services. They are more interested in getting more returns and security on their investment. This implied that marketers should limit their expenditure on celebrity endorsement only for creating awareness for banking services and more focus should be diverted towards providing better returns to investors with other value added services.

A brand is the promise of value and is imperative in all aspects of the industry. Retaining existing customers and attracting new customers has always been the challenge faced by service-based industries, which include private healthcare, primarily in hospitals. As a niche sector, private hospitals' tasks address demanding customer expectations. Based on the past reviews of the literature, this study proposes a few aspects to be investigated in the context of private hospitals in Malaysia. Data was collected and distributed using an online survey. The model was validated using Smart PLS (version 3.3.2) software and SPSS for data analysis. The sampling technique used was non-probability. The analysis revealed that brand trust significantly correlates with customer brand engagement which subsequently influences brand equity in private hospitals and is moderated by service quality for critical incidence. These findings give insight to policymakers, the healthcare industry, mainly private hospitals and academic fields to discover the influences to contemplate in this sector and remain competitive strategically.

Buyer-supplier relationships in a period of recession: the role of satisfaction in repeat patronage and the propensity to initiate price negotiation. Innovative Marketing , 8(4) RELEASED ON Monday, 25 February 2013 JOURNAL "Innovative Marketing " FOUNDER LLC "Consulting Publishing Company "Business Perspectives" NUMBER OF REFERENCES 0 NUMBER OF FIGURES 0

Due to the various conveniences that appear nowadays, online shopping has penetrated people's lives with various functions. This study examined how much consumers expect the benefits (perceived usefulness) from the fact that the convenience (perceived ease of use) of online shopping can attract consumers to take advantage of online shopping applications. Overall, the model used in this study was recognized as suitable, with the RMSEA table with a value above 0.05 is theoretically not good. Overall, the P-values have been shown to support the research hypothesis. The results showed that the perceived ease of use variable had a significant effect on perceived usefulness, and the perceived usefulness variable affected the intention to use. The perceived ease of use variable had no significant effect on the intention to use.

This study investigates the key factors influencing customers' behavioral intention (BI) to use mobile banking in Phnom Penh through a quantitative research design. A sample of 105 bank consumers participated in the study. The findings indicate no significant gender differences in perceptions of usefulness, ease of use, and self-efficacy. However, a significant difference was observed in perceived risk, with men perceiving mobile banking as riskier than women. Correlation analysis among the five variables, Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Perceived Risk (PR), Self-Efficacy (SE), and Behavioral Intention (BI), revealed a low association between PU and BI, a moderate association between PEOU and BI, and weak associations for PR and SE with BI. Hierarchical multiple regression showed that demographic factors such as age, gender, bank type, familiarity, and duration of mobile banking usage did not significantly affect behavioral intention. Model 2, which included PU, PEOU, PR, SE, and BI, was significant in predicting behavioral intention, with perceived ease of use emerging as the sole significant predictor. In conclusion, the study suggests that facilitating mobile banking adoption requires designing apps that minimize user effort, such as through automatic data entry or preset defaults for repetitive tasks, thereby enhancing ease of use and encouraging customer engagement. Citation Be B. (2025). Factors Influencing the Customer's Behavioral Intentions of Using Mobile Banking in Phnom

This paper aims to address the mediating effects of learning orientation on the relationships between three dimensions (innovativeness, proactiveness, and risk-taking) of entrepreneurial orientation on SMEs' performance in Thailand. Due to competition in a volatile environment, these dimensions of entrepreneurial orientation have been the focus of attention in many strategic management studies. This study is based on a survey, utilizing a sample of 379 SME managers in the manufacturing sector of Thailand. The data collected were analyzed using the partial least square structural equation modeling (PLS-SEM) technique. The results of the proposed model prove that innovativeness, proactiveness, and risk-taking ability of SMEs have a significant positive influence on the learning orientation and business strategy of firms. Further, the results of indirect effects show that learning orientation and business strategy mediates between the positive relationship of dimensions of entrepreneurial orientation and firm performance. The mediating effect of learning orientation and business strategy contributes to the resource-based view (RBV) and provides useful insights to managers regarding policy formation and implementation to improve business performance.

This study empirically investigated the marketing perspectives of behavioral intention and the actual use of digital payment solutions as electronic innovation for retail purchases in Thailand. This is important as leveraging digital innovation can be applied to minimize physical contact between retailers and customers, especially in the COVID-19 era. The UTAUT model was used and extended to include attitude, social distancing, and perceived risk variables. The study was conducted using primary data collected from 467 Thai respondents who used digital payment systems as a means of payment in retail purchases. The study data were collected employing a structured questionnaire. Techniques used in data analysis include Confirmatory Factor Analysis and Structural Equation Modeling. The results from the data analysis highlighted that behavioral intention to use digital payment innovation in Thailand was influenced by Perceived Risk (PR), Facilitating Condition (FC), Performance Expectanc...

The mind-set of voters, taking part in general elections of Pakistan has matured over the years. Politically, they have become more aware and at the same time demanding as well. Therefore, it is argued that the political parties, in the near future, shall have to plan their political marketing in a more responsive, accountable and in a professional manner. That could be the major possible reason that research interest in application of brand management principles to political parties is continuously increasing in developed countries. Managing a political party on the basis of brand management is very challenging task. But, by applying traditional branding theories to political marketing, it is possible to develop an increased knowledge of brand behavior in politics. In addition to brand attributes, trust plays a significant role in developing long-term relationship with voters. Voters make electoral choices analogous to commercial brand typology to choose among the available choices based on trust. Election results are evident of the fact that voters are continuously switching parties due to lack of trust in politics of the Pakistan. Purpose of this paper is to identify the possible reasons of decline in trust and the role of trust in making electoral choices. Specifically, this paper investigates three core questions. First, what are the reasons for candidates' decline in trust? Secondly, what are the key factors, according to the political experts, that will help to regain and strengthen the lost in trust? Third, what a candidate can do or should do to improve his/her trust among voters? A study sample has been drawn from the Gujrat District, where voters have a long history of selecting different political candidates over and over again since 1990.

Retailing has been changing facet in the country. The retail industry is one of the most established industries in the world. In the Asian-Pacific nations, consistent rise in the proportion of the best 250 retailers was observed. In developing countries growth has been consistent, instigated by state reforms that have motivated investing. The demographic setting has also played a key role in boosting growth in the retail industry. This paper adopts four store atmospheric cues namely store layout, music, light, and cleanliness as they have been noted to have more significant cues and make positive impact on customer buying behaviour. Questionnaire method used to collect the data from apparel store and further analysed by SPSS 22 and AMOS 22 statistical software and generated SEM model to checked hypothesis. Results show that selected store cues make positive impact on customer emotions and persuade them to visit in future for shopping.

Small and medium enterprises (SMEs) are urged to enhance their business operations in the rapidly evolving technological landscape. The emphasis on entrepreneurial orientation has played a crucial role in both economic and societal development. Islamic values, which are rooted in fundamental religious principles, have significant potential to shape entrepreneurial behaviors. This research aims to provide a framework that enhances the performance of SMEs. The results of this research emphasize the significant role of Islamic values in amplifying entrepreneurial orientation. This research reveals that adopting Islamic principles has the potential to significantly improve the business performance of SMEs in Central Java. In addition, SMEs benefit from a significant boost in their performance by embracing Islamic values, such as proactiveness, a commitment to learning, and the willingness to take risks.

The evolving needs of the consumers in the luxury cosmetic segment require the firms to pique consumer interest. This forces the firms to keep their focus on providing superior quality products and, at the same time, creating a memorable experience. The study is undertaken to provide a better understanding of experience through emotions. This study aims to investigate the strategies of experiential marketing used by luxury cosmetics companies for influencing consumer perception. Thus, the current study examines empirical studies selected using PRISMA guidelines to formulate a critical review of prevailing literature to arrive at the findings of the study. The results show that strategies such as free samples and exclusive distribution influence the probability of usage of products and cater to consumer expectations of exclusive approaches. In addition, the strategies of the online community, gift promotion, flagship stores, service from experts, and showbiz marketing can be used to ...

The growth of consumerism in the luxury cosmetic industry in India is backed by the ability and willingness of the consumers to spend money, internet penetration, awareness, and consciousness of luxury cosmetics from exposure to beauty brands. Among other methods of marketing, the adoption of experiential marketing is gaining ground. It is specifically relevant in the cosmetic industry as it creates behavioral experience, brand experience, and brand engagement for appealing to the affective, sensory, and intellectual aspects of the consumers. The study examines the impact of experiential marketing on consumer satisfaction while identifying its importance in the industry. With the help of a close-ended questionnaire, a survey was conducted to examine the perception of 820 consumers of luxury cosmetics in India. SEM analysis was conducted to examine the impact of experiential marketing on consumer satisfaction using SPSS AMOS software. Herein, experiential marketing is represented by ...

Previous research states that viral marketing has an important role in increasing consumer purchasing intentions, viral marketing can also encourage increased brand awareness. This research aims to analyze the relationship between Viral marketing and purchasing decisions, Brand awareness and purchasing decisions, and Viral marketing and purchasing decisions. This research method is quantitative through surveys, research data was obtained by distributing online questionnaires to 720 selected online shop customers in Indonesia using a simple random sampling method, and the online questionnaire was designed using statement items with a Likert scale of 1 to 7. Data analysis used a structural equation model based on covariance (CB-SEM) with SmartPLS 4.0 software to analyze research data. The independent variables are viral marketing and brand awareness, and the dependent variable is purchasing decisions. The stages of data analysis are validity testing, reliability testing, model fit testing, and significance testing of hypothesis testing. The results of this research are that Viral marketing has a positive and significant relationship with purchasing decisions, Brand awareness has a positive and significant relationship with purchasing decisions, and Viral marketing has a positive and significant relationship with purchasing decisions. Viral marketing is one of the factors that can influence purchase intentions. Viral marketing is expected to have multiple effects because many people who receive the message can convey it to tens or even hundreds of other internet users. Brand awareness can influence consumers toward purchasing decisions, which states that brand awareness has a significant influence on purchasing decisions.

The cigarette industry faces market competition, and the pressure that suppresses its existence stems from ambiguous policies. The ambiguous policy is because the government still expects cigarette excise income as a significant source, but also that the government is faced with the demands of the anti-smoking community who establish cigarettes as a sunset industry. This condition does not make cigarette business actors give up, given that the cigarette industry still contributes to employment, state income, and market demand is still there. This study aimed to determine the effect of brand authenticity, brand identification, brand experience, brand loyalty, and brand love. The relationship between the five brand theories is examined using the Structural Equation Model. The sample for this study was 200 cigarette consumers, using a non-probability sampling technique. The result shows that: 1) Brand experience significantly and positively impacts brand identification among cigarette industry consumers; 2) Brand identification significantly and positively impacts brand love among cigarette industry consumers; 3) Brand authenticity significantly and positively impacts brand love among cigarette industry consumers; 4) Brand identification significantly and positively impacts brand loyalty among cigarette industry consumers; 5) Brand love significantly and positively impacts brand loyalty among cigarette industry consumers. The product marketing strategy component must take five branding theories. The product's market strengthens with the value of five brand components.

The number of tourists traveling to attractions and destinations they had seen on screen continues to increase. Screen tourism is a marketing tool that encourages tourism demand as well as promotes economic development, with governments and destination marketing organizations attracting tourists through conventional and digital media. However, few studies have explored the relative attractiveness of screen tourism in different markets. This research examines screen tourism through the lens of gravity theory, focusing on the distinction between developed and developing countries, which has not been previously studied. The results indicate that the larger the economy, the more positive the effect on tourism demand, while the more significant the distance, the more negative the effect on tourism demand. The results indicate that an increase in screen sector exports positively affects tourism demand. Theoretical implications for the use of gravity theory in tourism and policy implications for screen tourism are also discussed.

This paper has studied various components of Virtual Merchandising at Jewellery retail outlets in Madurai city, Tamilnadu and it aims to find out how and to what extent jewellers incorporate visual merchandising, that appeals to the customers and lead to a potential purchase. The primary data was collected through a questionnaire from 600 respondents across Madurai city. AMOS, Correlation and Regression analysis was carried out to find out the relationship between dependent and independent variables. The major findings in the light of the objectives of this study were that most of Jewellers need to have attractive window displays, proper stores layout, appealing visual merchandising themes to attract present and potential customers into the outlet. It is also understood that the most important aspect of visual merchandising in Jewellery retailing is to have proper lighting and attractive display themes with numerous designs.

Social media increasingly shapes people’s thoughts and actions. From a social media advertising perspective, users’ gratification factors influence their purchasing behavior. This study aims to investigate factors that could influence an individual’s online behavioral intentions to purchase fashionable clothing in Thailand. This study employs the purposive sampling technique to collect 214 questionnaires. This study collected the data through Google Forms from a diverse population of young consumers across various industries in Thailand in the third quarter of 2024. This study used Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) to determine the validity and reliability of the indicators and their corresponding constructs. The study confirmed the existence of seven constructs associated with 22 variables. Each variable was accessed using a 5-point Likert scale. This study validated the proposed research framework and its assumptions through Structural Equation Modelling (SEM). The entertainment (β=0.312) and convenience (β=0.347) were found to have a positive impact on attitude towards social media advertising, and attitude towards social media advertising (β=0.697) significantly influences purchase intention. Attitude towards social media advertising exhibits a VAF of 65.9%, confirming its role as a mediating variable. Marketers can use this study’s identification of consumer buying trends in their social media advertising campaigns. Social media advertising requires precise product descriptions and clear visuals to help shoppers find things. Finally, the study provided limitations and recommendations for future research.

This research paper investigates the factors contributing to brand love among gamers, with the aim of enhancing user experience and optimizing marketing strategies within the gaming industry. The study explores how specific gameplay elements and sensory triggers-such as rewards, personalization, music, and storytelling-affect emotional connections and foster brand loyalty. Additionally, it examines the application of neuromarketing techniques to gain a deeper understanding of consumer behavior and to promote stronger emotional engagement with gaming products, while also highlighting the importance of addressing ethical considerations and cultural differences in these strategies. Despite the growing popularity of video games, there is a notable lack of comprehensive research on the factors that elicit brand love, which limits developers' and marketers' ability to create engaging experiences that drive loyalty. Utilizing qualitative analysis involving professional gamers, developers, and bloggers, the study provides valuable insights for stakeholders aiming to develop more engaging and intuitive gaming experiences. It contributes to the academic literature on brand love and consumer behavior by identifying key dimensions of video games that evoke brand love. Specifically, the research focuses on: (1) analyzing how gameplay and sensory triggers enhance emotional connections, (2) exploring the impact of neuromarketing techniques on emotional responses, and (3) offering actionable recommendations for improving user experience and boosting customer loyalty. The major research question investigates which video game dimensions can trigger brand love, with subsidiary questions examining the effects of game and sensory triggers, and the potential role of neuromarketing in this context.

Purpose. To investigate the directions of the impact of war and the state of global demand for ferrous metals on the stability of the export positions of Ukrainian metal producers in foreign markets. The objectives are: to identify the factors of direct and indirect impact of the war on the foreign economic activity of Ukrainian ferrous metallurgy enterprises; to propose areas for expanding the foreign economic opportunities of Ukrainian metal producers and ways to make their presence in the markets of other countries sustainable. Methodology. The study used: the content analysis method for evaluating and comparing the data from external sources of information; the analysis and synthesis method-to identify the indirect impact of the war on the export capabilities of steel producers and instability of their positions in foreign markets; the induction and deduction method-to identify the influence of uncertainty as a consequence of the multiplicative action of dynamic negative factors, in particular, in reducing the relevance of medium-and long-term planning. Findings. The loss of positions by metallurgical enterprises in foreign markets, the acquisition of an unstable nature of the presence of Ukrainian producers in these markets is proven. It is substantiated that the effects of war and the global market contribute to the strengthening of the role of transnational corporations in the export capacity of the Ukrainian metallurgical industry, and the significant differentiation of the effects of war on producers strengthens their intra-industry competition. Therefore, it is proposed to consider challenges not only as a threat, but as an opportunity to gain a competitive advantage in foreign markets. It is indicated that this increases the importance of flexibility of management and production in war conditions. Originality. It is substantiated that the uncertainty of the impacts of war becomes a factor that limits the relevance of forecasts and long-term planning of export activities, which increases the importance of operational planning and the need to prepare variable scenarios of management actions. Practical value. The developed proposals will allow expanding the export opportunities of Ukrainian metal producers and ensuring the sustainability of their presence in foreign markets.

2012). Eye tracking analysis: engagement levels and donor tendencies using print advertisements with emotional appeals. Innovative Marketing , 8(2) RELEASED ON Monday, 09 July 2012 JOURNAL "Innovative Marketing " FOUNDER LLC "Consulting Publishing Company "Business Perspectives" NUMBER OF REFERENCES 0 NUMBER OF FIGURES 0

Purpose: Online impulse buying or e-impulse buying is steadily rising as e-commerce evolves, yet only a handful of studies have delved into this phenomenon. Impulse buying has been an area of opportunity for marketers to induce unplanned purchases. It leads to generation of voluminous business all over the world. The purpose of this paper was to gain an insight in the relationship between website attributes and e-impulse buying and the influence it exerts on e-impulse buying in the context of apparels. Methodology: Secondary data was used for understanding the website attributes that can impact eimpulse buying. Based on this, the website attributes identified for the study were website content, product variety, website design and ease of navigation. Primary data was collected from 233 students in Kottayam via questionnaire dissemination and the collected data was analysed using statistical tools in SPSS. Findings: The findings provided relevant insights in the context of students and e-impulse buying. It revealed that only website content showed an influence on e-impulse buying. The remaining variables have shown no indication of a relationship with e-impulse buying. Implications: For marketers, the above result is a revelation. Steps to improve website content can catalyst sales in online apparel stores according to the insights from the study. Further research is required to be able to comprehend other attributes of website which was not considered for this study, that can exert a significant influence on e-impulse buying.

The expansion of social commerce on a global scale has been remarkable, and this trend shows no symptoms of abating. Consequently, this market has witnessed an increase in the prevalence of impulsive purchasing. In this context, grounded in the Cognitive-Affective-Behavioral model and the theory of consumption value, the primary objective of this study is to investigate the antecedents of impulsive purchasing and determine whether impulsive purchasing tendencies are associated with the development of compulsive purchasing tendencies within the domain of social commerce. 366 participants whose nationality was Vietnamese and who had engaged in purchasing activities on social commerce platforms like Facebook, TikTok, and Instagram were included in the sample. A significant positive correlation was found between multidimensional perceived value, affective response, and impulsive and compulsive purchasing behaviors. These findings highlight the central role of perceived value in shaping users' overall value perceptions in social commerce.

There is general agreement that reference price moderates consumer price response. This study primarily explores the meaning of reference price to consumers. Reference prices under alternate definitions are elicited from respondents for multiple shopping scenarios in an experimental setting. The influence of past and competitive prices on reference price formation is also analyzed using linear regression. The meaning consumers attach to reference price is inferred by analyzing choices based on each definition using logistic regression. The results suggest that consumers may better understand reference price as a fair price rather than as an expected price while making a purchase decision.

Tourism has shown relevance worldwide due to its economic and social significance. However, the pandemic has given rise to new perspectives on sustainable development. Thus, it is vital to identify new tourist needs and impressions about tourist attractions. The Paracas National Reserve attracts thousands of people yearly and seeks to protect the marine-coastal ecosystems home to extraordinary biological diversity. The study aims to define the perception of sustainability and the emerging needs of tourists from Lima, the capital of Peru, when visiting the Paracas National Reserve during the pandemic. The paper is non-experimental, quantitative, explanatory, and transversal research. A survey was applied to 83 respondents from Lima who had visited the Paracas National Reserve before and during the pandemic. For data collection, the survey technique with Google Forms was used; quantitative data were analyzed using MS Excel. The findings show that 88% of tourists prefer to travel with ...

The new modality caused by COVID-19 has significantly affected tourism, from the decrease in demand and the deterioration of facilities due to lack of budget to the point of becoming unattractive. In response to this, the objective of this research work is to design and validate a scale to measure Brand Personality in Tourist Destinations (BPTD). The results were structured in three phases. In the first phase, an exhaustive search of the bibliography and first version of the instrument were generated. Moreover, a panel of 12 professionals between academics and managers was held, who evaluated the features and content validation by a panel of 7 experts. In the second phase, data collection was carried out with the participation of 998 tourists. In the third phase, exploratory and confirmatory factor analysis was carried out, obtaining a KMO of 0.979 and a p-value of 0.000. The total explained variance of the 21 items grouped in three dimensions represents 87.27%. In the confirmatory ...

This research paper aims to discuss the role of the strategies for promoting the relations between banks and their clients and the appropriate means of customer retention besides highlighting the banks’ market share from the perspective of the Jordanian commercial banks’ customers. Its main purpose is to identify the degree of the commercial Jordanian banks’ utilization and maintaining benefits from these ties through marketing activities and customers’ retention strategies in order to enhance their market share. The population of the study consisted of a sample including selected clients from the Jordanian commercial banks (Five clients from every bank). The results revealed that the most active banks that achieved noticeable progress in promoting their ties with their clients were the Arab Bank and the Housing Bank. The study recommended that the Jordanian banks have to give a serious attention to the means and activities which are required to develop such relations because of the...

The sports industry, as one of the fastest-growing and most important industries in
different societies, has always received a lot of attention. In this industry, it is necessary
to use innovative marketing strategies to attract new customers, retain old customers, and increase sales. In this regard, identifying the components of innovative marketing
strategies in the sports industry has been considered one of the important issues in the
field of marketing. In this article, using grounded data theory, important and influential
components in innovative marketing strategies in the sports industry were identified and
investigated. Following the presentation of the obtained results, suggestions were made
for the development of innovative marketing strategies in the sports industry

This study aims to investigate the relationship between organizational commitment, training perception, organizational support, and organizational citizenship behavior within the banking sector. Data were gathered from 250 employees of commercial banks in Dhaka, Bangladesh, utilizing an online survey questionnaire. This quantitative and exploratory study ultimately analyzed a final sample of 200 participants, using a convenience sampling method. A five-point Likert scale was applied to assess replies, with "1" signifying "Strongly Disagree" and "5" signifying "Strongly Agree. " SPSS was applied to test the research model. A positive and significant relationship was revealed between organizational commitment, perception of training, organizational support, and citizenship behavior. Based on these findings, bank management should leverage organizational commitment, perceived training, and perceived organizational support to enhance citizenship behavior among employees, thereby improving overall bank performance. The perceived training (β = 0.287; p < 0.05) had the highest effect on organizational citizenship behavior, while organizational commitment (β = 0.275; p < 0.05) had the lowest effect on organizational citizenship behavior. Specifically, the standardized beta coefficient for perceived training suggests that improvements in employee perceptions of training are associated with notable increases in organizational citizenship behavior, making it the most influential factor in this analysis. In comparison, organizational commitment, with a lower beta coefficient also positively affects organizational citizenship behavior, but to a lesser degree than perceived training. The results of this study are advantageous for the banking industry and strategists seeking to promote organizational citizenship behavior among their employees.

This study aims to reveal the copy culture of Bangladesh. Research methodology: Qualitative research was designed for this study, and an ethnographic approach was used for data collection along with in-depth interviews with copy brand users. The judgmental and snowball sampling methods were used in this study. Semi-structured questionnaires and mostly open-ended questions were designed based on the objectives of this study. Results: The findings were analyzed under three main themes: Copying Us or copying them, Consumer Subjectivity as individuals, and Fragmented Authenticity. Limitations: Due to financial and time constraints, this research focused only on the capital city of Dhaka. In the case of broader research, this study can be analyzed in other regions of the country, which will provide a wide range of information regarding copyculture attitudes. Contribution: In Bangladesh, people follow foreign trends and famous people's lifestyles through copy brands. This study defines how and why copying culture encourages people to purchase from the local market. The reason that allures customers to buy replicate products is the availability and affordable price of the product, which is at a time creatively designed likely to match the original version. Novelty: This study can help others to take decisions based on the findings on copy culture.