Innovative marketing

The field of advertising has witnessed an increase in the amount of mediums to carry the messages to end customers. The widespread popularity of the e-commerce and m-commerce has accelerated the increase in the number and quality of novel mediums such as mobile medium. Mobile games as an advertising medium is a pertinent field of advertising that is rarely studied, however practitioners have already realized the potential of mobile games to provide messages to a well targeted audience. Emboldened by this fact the purpose of the paper is to encapsulate the current knowledge regarding mobile games as an advertising medium. This is done by a review of mobile games research. This kind of contribution enables more precise research and development of managerial concepts and tools that benefits both managers and academics pursuing their noble quests for increased understanding of advertising and its effectiveness. The paper concludes by detailing the limitations of the study and illustrates some of the possible avenues for further research on this progressing and emerging topic.

The literature on international marketing presents a confrontation between two mainstream schools of thought regarding international marketing. The one supports the standardization approach and argues that multinational companies' behavior should be uniform to minimize total costs and promote a global corporate image. The other argues for the need for adaptation to fit the unique dimensions of each local market. This research investigates companies' practical level of adaptation and standardization in international markets. It identifies the two approaches as coexisting and subsequently distils the findings of an extended literature review to determine the degree and nature of the country-oforigin effect in the process. The conclusions are that the effect has a universal and diachronic existence, though its manifestation into actual consumer attitudes and preferences varies considerably. The dissimilarity of consumer behavior both between and within individual markets is a result of specific combinations of collective and personal parameters. The findings are extrapolated and ultimately integrated in the Internationalization Factors Model to provide a more comprehensive understanding of the internationalization process.

The literature on international marketing presents a confrontation between two mainstream schools of thought regarding international marketing. The one supports the standardization approach and argues that multinational companies' behavior should be uniform to minimize total costs and promote a global corporate image. The other argues for the need for adaptation to fit the unique dimensions of each local market. This research investigates companies' practical level of adaptation and standardization in international markets. It identifies the two approaches as coexisting and subsequently distils the findings of an extended literature review to determine the degree and nature of the country-oforigin effect in the process. The conclusions are that the effect has a universal and diachronic existence, though its manifestation into actual consumer attitudes and preferences varies considerably. The dissimilarity of consumer behavior both between and within individual markets is a result of specific combinations of collective and personal parameters. The findings are extrapolated and ultimately integrated in the Internationalization Factors Model to provide a more comprehensive understanding of the internationalization process.

Small, Medium and Micro Enterprises (SMMEs) are considered as economic engines for many countries. In South Africa, the Small, Micro and Medium Enterprises (SMMEs) sector has been acknowledged as the driving force to foster economic growth and job creations. This paper aimed at examining how relationship marketing, green marketing and innovative marketing influence the business performance of Small, Medium and Micro Enterprises (SMMEs) in Southern Gauteng, South Africa. The study utilized a quantitative research paradigm. A structured questionnaire consisting of validated scales for relationship marketing, green marketing, innovative marketing and business performance was administered to a sample of 231 SMMEs managerial employees in the Southern Gauteng region of South Africa. Smart PLS was used to analyze the data and the results indicated that there are positive relationships between the posited research variables. Implications of the findings are discussed and limitations and future research directions are alluded to.

In the coming decennia Thailand will face an increase in immigrants from countries in the region but also from Western retirees. These immigrants have a different culture than the Thai and it is worthwhile to study how existing immigrants are integrated in Thai society. In the theory of integration a distinction is made between psychological adaptation (change of the immigrants' personality) and socio-cultural adaptation (the way the immigrant can deal with everyday life challenges in the new country). Psychological adaptation is regarded as a cyclic process, with ups and downs: socio-cultural adaptation is supposed to take place in a linear way and improve over time.

Indonesia has been one of the countries affected by the Covid-19 pandemic since early March 2020, especially in the tourism sector, where hospitality has experienced an average turnover of more than 20%. Focusing on the case in a small city in Indonesia in the Central Java Region, Pekalongan City, a hotel, created an innovative marketing strategy by implementing the concept of "private and hygienic", to attract the Public's interest in implementing safety and health protocols. This strategy is designed to treat people who experience boredom while staying at home can enjoy the innovative products offered by the Hotel Santika Pekalongan without fear and worry. This study builds and tests an integrated model to identify relationships between latent variables using multivariate data analysis techniques: Partial least square (PLS), Structural Equation Modeling (SEM) approach with sample data from 159 questionnaires distributed to respondents.

The study aims to synthesize the challenges that retailers are facing during the COVID-19 emergency. The research is definitive, informative, and based on a single design of cross-sectional research. Quantitative data based on the research instrument were produced (a questionnaire). Five hundred responses were collected from employees of major retail stores in India. Retailer performance is considered a dependent variable, whereas employee well-being, customer and brand protection, use of technology, government policies, and supply chain are used as independent variables. The current study results indicated that employee well-being and government policies have a significant positive impact on retailer performance, while customer and brand protection, use of technology, and supply chain have a significant positive impact on retailers’ performance. This study will help retailers develop strategies for their employees to protect them and understand that technology is needed in the new ...

The risk of virus contracting during the COVID-19 pandemic has changed consumer preference for online shopping to meet their daily needs than shopping in brick-and-mortar stores. Online shopping presents a different environment, atmosphere, and experience. The possibility of ethical violations is higher during online than face-to-face transactions. Therefore, this study was conducted to investigate the influence of perceived health risk and customer perception of online retail ethics on consumer online shopping behavior during the COVID-19 pandemic, involving seven variables, namely perceived health risk, security, privacy, non-deception, reliability fulfillment, service recovery, and online shopping behavior. The data were collected through an online survey by employing the purposive sampling technique to a consumer who has shopped online during the COVID-19 pandemic in Indonesia. 315 valid responses were obtained and analyzed through quantitative method using SEM-Amos. The results...

Financial decision-making through social media blogs and opinions is an area not much explored by the researchers. This study intends to understand the perceived usefulness of social media in financial decision-making amongst individuals and groups based on demographic similarities and social parameters. This paper aims to understand the perception of various subgroups in society within the large population sample. The paper applies Mann-Whitney and Kruskal-Wallis non-parametric tests to examine the proposed research questions from a dataset of 201 individuals residing in two most populated states in Northern India. The analysis reveals the differences between different groups categorized based on generation, financially dependent, educational background, occupation, and geographical location. In terms of social media’s perceived utility in financial decision-making, results suggest that segregated groups based on cohort generation and occupation have significant variations relative...

Various recently-introduced applications of artificial intelligence (AI) operate at the interface between businesses and consumers. This paper looks at whether these innovations have relevant implications for marketing theory. The latest literature on the connection between AI and marketing has emphasized a great variety of AI applications that qualify this relationship. Based on these studies but focusing only on the applications with a direct impact on the relationship at the very heart of marketing, i.e., the one between firms and consumers, the paper analyzes three categories of AI applications: AI-based shipping-then-shopping, AI-based service robots, and AI-based smart products and domestic robots. The main result of this first analysis is that all three categories have to do, each in their own way, with mass customization. A discussion of this common trait leads us to recognize their ways to mass customization that – unlike the traditional approach developed thanks to flexibl...

With a few exceptions, research on relationship selling has concentrated on the outcomes of this phenomenon rather than its origins. Understanding the drivers and influencers for salespeople to adopt behaviors associated with relationship selling reveals important considerations for sales and marketing management. The objective of this study is to understand how a highly multicultural environment, like that of the Gulf Co-operative Council (GCC) in the Arab countries, affects the tendency of salespeople to adopt relationship selling behaviors. The research was based on a random sample of 92 salespeople working in business-to-business sales organizations in the Gulf States, measuring their tendency to express relationship selling behaviors (contact intensity, mutual disclosure and cooperative intentions) during customer encounters. This was then linked to four dimensions of salesperson characteristics (demographics, background, use of value adding techniques, and psychological traits...

Indonesia has been one of the countries affected by the Covid-19 pandemic since early March 2020, especially in the tourism sector, where hospitality has experienced an average turnover of more than 20%. Focusing on the case in a small city in Indonesia in the Central Java Region, Pekalongan City, a hotel, created an innovative marketing strategy by implementing the concept of "private and hygienic", to attract the Public's interest in implementing safety and health protocols. This strategy is designed to treat people who experience boredom while staying at home can enjoy the innovative products offered by the Hotel Santika Pekalongan without fear and worry. This study builds and tests an integrated model to identify relationships between latent variables using multivariate data analysis techniques: Partial least square (PLS), Structural Equation Modeling (SEM) approach with sample data from 159 questionnaires distributed to respondents.

Due to globalisation, advancement in ICT and increase in competition the emphasis for organisations now is not so much on single transactions and share of the market but rather on lifelong relationships with customers and share of their mind. This concept is ...

Millennials and Generation X (Gen-X) are the fastest-growing market segment in Indonesia. The study aims to discover the salient values of those generations and to investigate their value differences. Data were obtained via questionnaires from 200 respondents of each generation. The questionnaires measure the importance of the values of each generation, consisting of nine values from the List of Values established by Kahle (1986), namely Sense of belonging, Excitement, Being well respected, Fun and enjoyment, Security, Self-fulfillment, Self-respect, Warm relationships with others, and Sense of accomplishment. This study employed factor analysis to identify sets of values representing their underlying values. This method resulted in three inherent values of Gen X and two of Millenials. Gen X shows the importance of Achievement, Family enjoyment, and Social relationship. Meanwhile, the Millennials are conspicuous by the values of Social recognition and Self-pleasing. Companies that choose Gen X as their target market can use their above-mentioned values to be expressed in their marketing strategies. Meanwhile, those who choose Millennials may use the two inherent values of this generation. This study fills a research gap on the characters of the emerging young generation segments in the country that can be adopted to generate market segment characters in the country.

This study aims to examine the effect of tourism image, experiential value, and satisfaction on the intention of revisiting the tourist area. The present study used associative analysis to ascertain the link between two or more variables. The study is being conducted in North Sumatera province, Indonesia, specifically in the tourist area of Lake Toba. The research population is comprised of an undetermined number of tourists that visited the tourist area around Lake Toba. The sample size of 324 was determined, which was obtained by multiplying the least number of samples by four or five questionnaire item categories. An accidental sampling approach was employed in this study, and data processing was performed using descriptive and inferential statistics and Smart-PLS software. The empirical findings indicate that although the tourism image has a significant and positive impact on experiential satisfaction, the direct effect of experiential value has a negative value on experiential ...

This study investigates the brand loyalty of consumers in the online booking platform industry. The Mabalingwe Nature Reserve served as a case study, while the Moolla and Bisschoff brand loyalty model was used to measure brand loyalty across twelve antecedents. This study aimed to, firstly, validate the model for use in online booking platforms, secondly, to measure the reliability of the data, and finally, to measure brand loyalty across twelve antecedents in online booking platforms. Online questionnaires were distributed via an online link by the booking managers of the game reserve, and 131 responses were captured; this represented a statistically adequate sample as per the KMO measure (.741). The descriptive statistics, using a 5-point Likert scale, showed that Brand trust (4.03) and Customer satisfaction (3.96) are the most important brand loyalty antecedents, while Culture (2.34) is the least important brand loyalty antecedent in an online booking platform. Exploratory factor...

The literature on international marketing presents a confrontation between two mainstream schools of thought regarding international marketing. The one supports the standardization approach and argues that multinational companies' behavior should be uniform to minimize total costs and promote a global corporate image. The other argues for the need for adaptation to fit the unique dimensions of each local market. This research investigates companies' practical level of adaptation and standardization in international markets. It identifies the two approaches as coexisting and subsequently distils the findings of an extended literature review to determine the degree and nature of the country-oforigin effect in the process. The conclusions are that the effect has a universal and diachronic existence, though its manifestation into actual consumer attitudes and preferences varies considerably. The dissimilarity of consumer behavior both between and within individual markets is a result of specific combinations of collective and personal parameters. The findings are extrapolated and ultimately integrated in the Internationalization Factors Model to provide a more comprehensive understanding of the internationalization process.

This research aims to examine the factors influencing the Indonesian Muslim community’s actions in choosing halal items. This objective is accomplished by evaluating the factors of variable creation that affect halal product selection. 183 Muslim respondents in Indonesia collected data for the study by filling out questionnaires. There are nine variables in the questionnaire survey segment: personal social perception, halal certification, halal awareness, trust, subjective norms, satisfaction, attitude, religiosity, and interest. Data were obtained based on participants’ availability and willingness to participate in selecting the questionnaire. The approach used is quantitative descriptive, namely, factor analysis, to determine the factors that form variables. One of the most important results is that the nine variables were selected to create an element that significantly influences people’s behavior in choosing halal items. Next are satisfaction, personal social perception, subje...

The study aims to investigate the impact of using humor advertisements on airline customers’ mental image. To achieve the main objective, a questionnaire was designed according to research hypotheses. The study population consists of airline customers that operate in Jordan and those who were exposed to a humor advertisement on the planes. Each person was asked before filling the questionnaire if he was previously exposed during one of his flights to humor advertisement or not. A convenient sample of 700 people was selected, 587 valid questionnaires have been collected. The research concluded that humor advertising has a significant impact on the formation of airline customers’ mental image, moreover, aggressive humor variable is considered the most influential variable on airline customers’ mental image. The research suggested some recommendations, such as: airlines should adopt humorous marketing activities in high level, and to benefit from leading companies experiences in order ...

The risk of virus contracting during the COVID-19 pandemic has changed consumer preference for online shopping to meet their daily needs than shopping in brick-and-mortar stores. Online shopping presents a different environment, atmosphere, and experience. The possibility of ethical violations is higher during online than face-to-face transactions. Therefore, this study was conducted to investigate the influence of perceived health risk and customer perception of online retail ethics on consumer online shopping behavior during the COVID-19 pandemic, involving seven variables, namely perceived health risk, security, privacy, non-deception, reliability fulfillment, service recovery, and online shopping behavior. The data were collected through an online survey by employing the purposive sampling technique to a consumer who has shopped online during the COVID-19 pandemic in Indonesia. 315 valid responses were obtained and analyzed through quantitative method using SEM-Amos. The results...

The article aims to investigate the role and features of the content and test proposed indicators for evaluating its effectiveness within the marketing enterprise communications with the client using Internet technologies. The differences between traditional content communications and content communications using unifying content have been presented. Based on review of scientific works and statistic data and results of the studies, a system of indicators for evaluating the level of content supply cost-effectiveness is proposed: average cost of attracting one user of website, coefficient of lead generation of the Internet website, average cost of attracting one lead, content effectiveness ratio, average purchase in consequence of content supply, profit from the sale of goods in consequence of content supply, profitability of using the Internet marketing tools. This system of indicators allows monitoring of content effectiveness at key stages of enterprise-customer interaction. The pr...

The main goal of the article is to study the features of film marketing and distribution of film products in Ukraine and to determine what kind of marketing tools are appropriate to be used within a cinema network to ensure their competitiveness in the national film distribution market.This article determines the characteristics of the movie market services and their compliance with modern consumer requirements, outlining the directions for increasing the usefulness of cinema-related services to consumers and developing a set of marketing tools to ensure the competitiveness of the cinema market.The results of the assessment of the impact of competitive forces revealed that intra-industry competition has the strongest impact on private cinema networks, the consumers of film distribution services and potential competitors have the moderate influence, the suppliers and substitute services have a low level of influence. According to the results of the survey, it can be concluded that ci...

The paper examined the possibility of an extension of the win-win-win papakonstantinidis conceptualization, as an innovative bargaining solution analysis for vertical cooperative promotion management decisions between marketing channel members. This conceptualization was approached as an alternative pricing and promotion strategy to fixed prices. Our organized literature review led us on an initial judgmental sample of one-hundred (100) published research works (selected at the first stage of the literature review), in order to be scanned and reached at one to fifty-six (56) published research works, which were processed to offer some valuable findings. Our research intention was to categorize the constructs of the following fundamental concept: “vertical cooperative promotion management decision.” A critical hermeneutics approach was adopted for the present study. Our proposition was an extension of the win-win-win papakonstantinidis conceptualization, which led us to “win-win-win ...

The article is devoted to the increasing role of tourism in the world economy. The dynamics of international tourism indicators is investigated. The main global innovations in the tourism industry are identified: the growth of tourism types; the application of qualitatively new solutions of scientific and methodological and applied character; growing of tourism influence on the society; the existence of synergistic effect in the tourist industry as a result of combination of subjects efforts at all management levels; changing of the role of internal and external factors that encourage innovative tourism development. In the article, the interaction of global processes on tourism innovations is defined. These processes are: intellectualization, informatization, cooperation, formation of the global tourism market, liberalization of the national tourism markets, increased competition and the spread of transnationalization.

The improvement of global Internet access and the COVID-19 pandemic, which necessitated mass testing of online teaching methods, have forwarded the competition between higher education institutions from the regional level and the struggle for the rich student into the competition for students in all countries. The paper aims to determine the influence of the rating of higher education institutions on the interest of Internet users by conducting a comparative analysis of the popularity of the official names of higher education institutions in search queries in Ukraine and Poland. To do this, a comparative analysis of the change in the interest in leading higher education institutions in Ukraine and Poland in search queries in the Google search engine is carried out. The analysis is performed using the Google Trends web application. As a result, it is found that a high position of the university in the national ranking does not guarantee more search queries about it on the Internet by...

This study investigates the brand loyalty of consumers in the online booking platform industry. The Mabalingwe Nature Reserve served as a case study, while the Moolla and Bisschoff brand loyalty model was used to measure brand loyalty across twelve antecedents. This study aimed to, firstly, validate the model for use in online booking platforms, secondly, to measure the reliability of the data, and finally, to measure brand loyalty across twelve antecedents in online booking platforms. Online questionnaires were distributed via an online link by the booking managers of the game reserve, and 131 responses were captured; this represented a statistically adequate sample as per the KMO measure (.741). The descriptive statistics, using a 5-point Likert scale, showed that Brand trust (4.03) and Customer satisfaction (3.96) are the most important brand loyalty antecedents, while Culture (2.34) is the least important brand loyalty antecedent in an online booking platform. Exploratory factor...

The article contains a thorough study of tourist flows in Ukraine during the last 18 years. The tendencies of the development of international tourism during the last 20 years and their influence on the development of tourism in Ukraine have been explored. Particular attention is paid to the analysis of inbound tourist flows. The negative dynamics of tourist arrivals in Ukraine led to the construction of a forecast model for the development of this component of tourism activity with the aim of an objective assessment of future tourist arrivals and the adoption of effective management decisions on improving the situation of tourism in Ukraine. Tourist destinations today are rigorously competing for consumer interest in tourism products. In view of this, tourist facilities operating in the tourist market place particular emphasis on the elements of tourism marketing (product, price, distribution, advertising, human capital, actual data, processes).Modern forecasting systems and method...

This study aims to expand the knowledge on consumer experiences and values from an innovative marketing perspective in the context of shopping centers of inland towns in the Brazilian Northeast region. A qualitative approach was adopted using 50 in-depth interviews of shopping center visitors to collect data. Interpretative Phenomenological Analysis was used to evaluate the data. The results revealed two main categories: unpleasant and pleasant experiences. In terms of main results, 23 participants have a mix of pleasant and unpleasant experiences, while 24 report only pleasant, and 3 – unpleasant experiences. The unpleasant experiences are mostly related to the excess of people (n = 19). In what refers to pleasant experiences, functionality (n = 43), and sensory (n = 33) are the two most mentioned values, being functionality the top value to consumers regardless the purpose they have in going to the Shopping Centre. The results can be relevant inputs to design and manage Shopping C...

The paper deals with analysis of the preconditions of alternative energy market development in Ukraine. In this case study, the authors analyzed the EU experience. The results of analysis showed that the leader of the EU countries in renewable energy has already achieved the target (20%), which had been indicated. In addition, the findings showed that the share of renewable energy in gross final energy consumption has been increasing from year to year. The authors allocate that, according to the Ukrainian potential, biogas is the most perspective one among alternative resources. Moreover, results of analysis showed that Ukraine has the huge potential of agricultural sector. In this direction, the authors allocated the main types of the agricultural activities, which have the highest potential of biogas production: sugar factories, corn silage and poultry farms. The authors underlined that biogas spreading is restrained by the stereotypes that green investments are not attractive for...

The literature on international marketing presents a confrontation between two mainstream schools of thought regarding international marketing. The one supports the standardization approach and argues that multinational companies' behavior should be uniform to minimize total costs and promote a global corporate image. The other argues for the need for adaptation to fit the unique dimensions of each local market. This research investigates companies' practical level of adaptation and standardization in international markets. It identifies the two approaches as coexisting and subsequently distils the findings of an extended literature review to determine the degree and nature of the country-oforigin effect in the process. The conclusions are that the effect has a universal and diachronic existence, though its manifestation into actual consumer attitudes and preferences varies considerably. The dissimilarity of consumer behavior both between and within individual markets is a result of specific combinations of collective and personal parameters. The findings are extrapolated and ultimately integrated in the Internationalization Factors Model to provide a more comprehensive understanding of the internationalization process.

Over the years, the number of organizations investing in CSR activities has increased considerably. This increase is partially attributable to the intention of the organizations to give back to the society to repair and reduce the loss their intentional or unintentional actions might have caused to the environment. The government’s decision to make it mandatory for businesses to invest a small part of their net profit in social welfare activities has also helped nudge the organizations towards CSR activities. However, the question whether this investment influences customers’ intention to purchase the product in any manner remains an unresolved paradox. Limited researches have been conducted in this area to explore and establish the relationship if any between CSR and consumer purchase intention. This research focuses on the five different factors of CSR comprising of loyalty, morality, awareness, behavior and environment, which are identified from the previous literature. With the ...