Marketing Strategy - Science topic

Culture is not static. This is because of the evolving global environments. In this situation, culture is ever changing to adapt and to reflect the dynamism of the society as well as to maintain harmony within the society. Culture has immense influence on the values and lifestyles of individuals. Due to this dynamism people's psychological construc...

The current study examined the digital marketing strategies of social media in the convenience sector, in North Greece. Specifically, the evaluation was based on the outranking method Preference Ranking Organization Method (PROMETHE II) and multivariate statistical analysis (MSA).

The book that has been edited is intended to analyze the impact of co-branding marketing strategies for luxury and smart consumer products in general, and its implications for businesses of all sizes across diverse contexts and markets. Discusses how co-branding can be used in marketing to personalize content, enhance targeting, and optimize campai...

Sentiment analysis of product reviews offers valuable insights into consumer perspectives, which can inform product development and marketing strategies. Given the growing importance of user-generated content like product reviews, this study explored sentiment classification in online reviews of Ben & Jerry's ice cream. We designed and evaluated th...

The geotourism industry, as a subset of the tourism sector, is significantly influenced by economic changes and digital marketing patterns. This study aims to examine the impact of economic changes on digital marketing patterns in the geotourism industry of Mazandaran Province. This study adopts a descriptive-analytical approach and employs quantit...

This report explores cross-cultural marketing strategies for rubber products in emerging economies based on differences in culture, economy, and regulation. In the growing rubber industry across the world, emerging markets like Southeast Asia are massive opportunities that require specific approaches to marketing. The communication barrier and cult...

Artificial Intelligence (AI) is revolutionizing customer engagement and marketing strategies, offering businesses unprecedented opportunities to connect with their customers in more meaningful and personalized ways. By harnessing AI technologies such as machine learning, natural language processing, and predictive analytics, companies can gain deep...

This study explores the potential of community-based tourism in Bili Bante, including aspects of natural beauty, cultural diversity, and ecotourism. The observations show that around 75% of the tourist areas in Bili Bante are still preserved with minimal environmental pollution, making it a potential destination for ecotourism development. In addit...

Financial literacy influences consumer behavior toward financial products. This study investigates how financial knowledge affects Indian consumers' purchase intentions, confidence, and decision-making. The study uses a structured survey with 150 respondents from various backgrounds to analyze financial awareness levels, investment preferences, and...

The rapid integration of Artificial Intelligence (AI) in marketing has transformed how business engage with consumers through personalized recommendations, Al-powered chatbots, and predictive advertising. However, public trust, privacy concerns, and adoption barriers remain significant challenges that influence consumer acceptance of Al-driven mark...

This study explores how population demographics shape the way people engage with sports consumption across different districts of Wuhan, China. Drawing on a mix of spatial data, field surveys, and interviews, the research takes a multidimensional look at how factors like age, income, and education influence what kinds of sports activities people pa...

Data-driven strategies have become essential for brand valuation optimization in today’s rapidly evolving virtual economy, where organizations face increasing pressure to gain real-time, accurate insights to maintain a competitive edge. The purpose of the study examine the impact of machine learning in monitoring key market factors to predict futur...

Sidoharjo Village has local potential in the form of abundant cashew fruit, but it is often wasted due to the lack of knowledge and skills of the community in processing it. This condition is both a problem and an opportunity for the economic empowerment of residents, especially housewives. This training activity aims to improve participants' skill...

Objective:The objective of this study is to analyze the determinants that influence Brazilian consumers' intention to adopt the practice of upcycling and its relationship with sustainable consumption behavior, with the aim of generating relevant insights for the development of public policies, marketing strategies, and educational actions aimed at...

The United Nations (UN) proposed 17 Sustainable Development Goals (SDGs) in 2012 with the objective of meeting the urgent challenges of environmental, political and economic streams our world is witnessing. These goals cover various global challenges ranging from hunger and poverty to access to healthcare, education and the fight against inequaliti...

This study evaluates the impact of green marketing strategies on consumer adoption of electric vehicles (EVs), focusing particularly on eco-labeling and sustainability-focused advertisements. The research investigates how these marketing strategies affect consumers' purchase intent for EVs and examines the role of consumer environmental awareness a...

Regression models are used to study consumer behavior by analyzing how factors such as income, prices, tastes, and preferences influence purchasing decisions. This information is essential for businesses to develop effective marketing strategies, product pricing, and customer segmentation (Gujarati & Porter, 2009).

Small and Medium Enterprises (SMEs) play a crucial role in economic development, particularly in emerging markets such as Indonesia. In Makassar, the culinary sector has become one of the primary drivers of economic activity, yet many SMEs struggle with financial management, particularly in working capital and liquidity management. This study aims...

Local fishermen in Padangdangan Village still rely on traditional methods to determine fishing areas, which are less effective due to the dynamic changes in marine ecosystems. Additionally, the community faces other challenges, including a lack of knowledge in fish processing, low awareness of the importance of halal certification for UMKM products...

Artificial Intelligence (AI) has emerged as a pivotal force in reshaping digital marketing strategies worldwide. Its capabilities in enabling content automation, predictive analytics, customer segmentation, and hyper-personalisation are transforming how brands interact with consumers. This study explores the adoption and strategic integration of AI...

Based on the perspective of the windows of opportunity, this study explores the paths of business model innovation in fast fashion enterprises, using SHEIN and ZARA as case studies. The research finds significant differences between the two companies in terms of supply chain models, marketing strategies, and globalization approaches, reflecting dis...

Sustainability has become a central component of modern branding strategies, fostering consumer trust and enhancing corporate responsibility. This paper analyzes how Patagonia uses sustainability as its primary branding strategy to build loyal customer relationships and sustainable business expansion. This research analyzes Patagonias marketing str...

This community service aims to increase the digital marketing capacity and business aesthetics of Kebaya'e Dewe Micro, Small and Medium Enterprises (MSMEs) which operate in the field of traditional clothing, especially kebayas at Triwindu Market, Surakarta. The main problem faced by partners is the limited use of digital media as a promotional tool...

Amid escalating global concerns over climate change and environmental degradation, green marketing strategies have emerged as pivotal for sustainable business practices. This paper delves into the drivers compelling enterprises to embrace green marketing, scrutinizing the influence of stakeholder expectations, evolving consumer preferences, and str...

In the era of digital economy, brand competition has shifted from the simple technical and functional aspects to an all-round battle for user experience. According to the latest research data from PWC, 86% of consumers are willing to pay a higher premium for an excellent user experience. This phenomenon is particularly prominent in the Internet ind...

Three marketing strategy including segmentation, positioning, and data analysis applied in this article gives some suggestions for creating a clothing brand selling neutral products made of eco-friendly materials. Building such a brand not only has commercial value but also has a far-reaching social impact in protecting the environment and promotin...

The rapid growth of e-commerce platforms has intensified the need for dynamic customer segmentation and hyper-personalized marketing strategies to enhance customer engagement and drive sales. This study explores the application of real-time big data streams to enable agile customer segmentation and deliver highly targeted marketing campaigns. By an...

With the rapid development of Internet technology, digital marketing has become an important means for companies to gain competitive advantages. This paper explores the application of digital marketing in the new media environment and its impact on corporate marketing strategies. By analyzing the current trends, strategies, and challenges of digita...

This study examines the economic viability and marketing efficiency of inland fish farming in Hooghly district, West Bengal, using a sample of 48 fish farmers, 10 wholesalers, 10 retailers and 10 local vendors. The research examines fixed and variable costs, revealing cost of cultivation Rs. 559526 per hectare and a gross return of Rs. 1878292 per...

This paper studies the audience traffic in the Chinese film market film industry at different times and its characteristics and impact on box office producers, research, direct impact, and so on. Through a literature review, this paper analyzes the current situation of the Chinese film market, combines audience behavior patterns and traffic analysi...

This study aims to analyze the marketing management and financial management of goat farming in Bantar Panjang Village, Tigaraksa District, Tangerang Regency. Goat farming is one of the main sources of income for the local community, yet it still faces challenges in marketing and effective financial record-keeping. The research method used is a des...

As Chinas Internet market saturates, domestic Artificial Intelligence (AI) firms are expanding globally. However, they are facing challenges in data acquisition, compliance, and competition. This paper takes B2B (Business to Business) company Data Lion as an example and examines its branding and marketing strategies. Using PEST (political, economic...

The rise of social media has positioned influencer marketing as a cornerstone of contemporary brand strategies, yet the comparative effectiveness of micro-influencers (10,00099,999 followers) versus macro-influencers (100,000 followers) remains inadequately debated. This study extends the discourse by introducing a novel "mix strategy"where brands...

This study aims to analyze marketing strategies for increasing sales at Fayza Busana Cileungsi from the perspective of Islamic economics. The method used is a qualitative method with a case study approach. Data collection techniques by conducting interviews, observation, and documentation. The data analysis technique used SWOT analysis. The results...

In the era of globalization, the health and nutrition industry is booming globally. Chinese nutrition and health brands are eager to expand their market reach and tap into international opportunities. This paper investigates the cross-cultural marketing strategies of Chinese nutrition and health brands in the global digital landscape. As the health...

This study analyzed Xiaomi's innovative marketing strategy for entering the fiercely competitive electric vehicle market in China as a cross-border enterprise. This study focuses on Xiaomi's unique "hardware + software + ecosystem" approach, exploring how the company can leverage its existing brand user loyalty, CEO personal IP marketing, and intel...

This case study examines the intersection of tax compliance and organizational ambidexterity in the Brazilian healthcare sector, using Hospital Services Ltd. as a prime example. The company's pursuit of ambidexterity, balancing exploration and exploitation, is juxtaposed with its tax obligations under Brazilian tributary law. A thorough due diligen...

Food marketing has increased volume, precision, and reach to influence viewers’ food attitudes, beliefs, and eating behaviors. What and how much people eat has implications for health. While many countries regulate food advertising to protect consumers and encourage healthy eating, Ghana has none. Understanding the content and framing of food and b...

This paper investigates the factors contributing to the growing prominence of the Chinese luxury goods market on the global stage. By analyzing aspects such as market size, growth trajectories, consumer behavior patterns, and brand marketing strategies, it uncovers the internal dynamics driving China's increasing influence in the luxury sector. The...

This Study investigates Uniqlo’s brand marketing strategies in China within the context of the digital era. Knowing how foreign retailers adjust to digital platforms and how they adjust to digital ecosystems is crucial as Chinese consumers interact with fashion brands more and more through digital channels. Consumer awareness, brand perception, and...

In the development of marketing strategies based on consumer tastes and dynamism in China's milk tea industry, viral marketing approaches are emerging in this process, as brands start to diversify their business models to offer more diverse consumer experiences. Although viral marketing enables brands to position themselves as trendy, innovative, a...

This study investigates how perceived values among young consumers affect their intention to purchase smartwatches. Understanding the relationship between perceived values and purchase intention is essential for developing marketing strategies that effectively influence young consumers' decisions to buy smartwatches. This paper outlines a research...

Resumen Este artículo ofrece una guía práctica y estratégica para odontólogos emprendedores en Chihuahua que buscan establecer y gestionar clínicas dentales competitivas. Dirigido a estudiantes de último semestre de odontología, secretarios académicos, emprendedores y dueños de clínicas, combina herramientas modernas como el Business Model Canvas,...

This study aims to examine the influence of social media on student consumer behavior in purchasing MSME products. Using a quantitative survey-based method, data were collected through an online questionnaire involving 30 Economic Education students as respondents. The results of the analysis show that social media significantly influences student...

The effectiveness of sentiment analysis in forecasting sales trends is that it is able to measure the mood and sentiments of customers effectively. Research indicates that favourable sentiments in online reviews correlate strongly with increased sales figures, with businesses experiencing conversion rate boosts of up to 31% when positive feedback i...

This study aims to examine the legal aspects of copyright infringement in the digital context, particularly under Law Number 28 of 2014 on Copyright, and analyze its implications for companies that utilize digital content without authorization. The urgency of this research stems from the increasing prevalence of unauthorized use of protected conten...

Abstract This study aims to examine the effect of Burger King Indonesia's "Murah Meriah Serba 17 Ribu" promo advertisement on consumer interest and behavior in Semarang City. The methodology used was a quantitative approach with a survey design, which was conducted to obtain objective data on the effectiveness of the promotional advertisement. A sa...

The photovoltaic technology is witnessing rapid advancements, with perovskite‐organic tandem solar cells (PO‐TSCs) emerging as a highly promising option among perovskite‐based solar cells. However, its cost analysis is still very much lacking. This study undertakes a comprehensive cost and economic analysis of PO‐TSCs, aiming to identify the gap wi...

Marketing 4.0 is concerned with the confluence of both offline & online marketing strategy and includes digitalization to increase the flexibility. Technological Advancement & positive and negative aspect of Digitalization is the main reason that led to Marketing 5.0. Marketing 5.0 materializes against the backdrop of three major challenges- Genera...

Brand image and customer loyalty are critical factors influencing school choice and student retention in today’s competitive education system. Private sectarian institutions build strong brands and lasting stakeholder ties. This study investigated the brand image and customer loyalty of parents at a private sectarian school in Central Negros Occide...

As a latecomer to Western modernity in the late nineteenth century, Japan launched the domestic production of whisky in the 1920s. Through the unswerving efforts of Torii Shinjirō of Suntory and Taketsuru Masataka of Nikka, Japan's whisky industry has become a globally competitive component of the nation's economy. Undergoing several decades of eff...

This study investigates factors that may drive Chinese millennials' intentions to purchase second‐hand luxury clothing (SHLC). Grounded in the Stimulus‐Organism‐Response (S‐O‐R) theory, it investigates how electronic word‐of‐mouth (eWOM), publicity and environmental advertisements relate to moral obligation, which subsequently predicts SHLC purchas...

Local fashion brands in Indonesia are gaining popularity due to their affordable prices and competitive quality compared to imported products. One successful example is Arkline, a local fashion brand that effectively uses digital marketing, particularly TikTok, to reach its target market. This study aims to analyze Arkline's sales growth strategy u...

Editor Dr. Alexios Batrakoulis has brought together 48 of the field’s top researchers and practitioners to build this one-of-a-kind resource. From assessment to application, Obesity and Weight Management: The Exercise Professional’s Guide to Fitness Programming equips practitioners with the knowledge to safely and effectively address client needs a...

The strengthening of the digital ecosystem has changed the way people make purchasing decisions. This study aims to analyze consumer purchasing decisions in live shopping on the TikTok platform for fashion products. The study was conducted using a descriptive qualitative approach. The research data was sourced from digital searches and observations...

The borderless service system of omnichannel retailing enables customers to enjoy the convenience and flexibility of using interconnected channels. Consumer-switching behavior negatively affects retailers’ profits, but few studies have investigated why customers attempt to reduce uncertainty by employing various channels to search for and purchase...

In the past, toys were identified solely as instruments of entertainment for children. Adults were generally considered inappropriate to own or play with toys. Over time, toys have evolved into collectibles that have artistic, historical, and investment value for people of all ages. This study aims to analyze Pop Mart's marketing strategy in shapin...

The contemporary beverage business in Indonesia is experiencing rapid growth, driven by lifestyle changes and the influence of social media. Competition in this industry is very tight, so collaboration is the key to survival. Chatime has successfully maintained its position as the most popular contemporary beverage brand through collaboration with...

Digitalization is crucial for MSMEs as key drivers of the local economy. This study explores how assisting the "Heloo" coffee MSME in creating an Instagram account enhances digital presence. Activities include account creation, content management, and marketing strategies. Guidance covers effective use of Instagram features, hashtags, and customer...

This paper explores the significant impact of artificial intelligence (AI) on the hospitality industry, focusing on how AI has transformed customer service and satisfaction. The study's main objective is to examine various ways AI enhances operational efficiency and guest experiences in hospitality. Using a narrative synthesis methodology, this res...

Nusliko Park Ecotourism Area is a combination of natural and artificial tourism with the background of Lake Nusliko, which can be developed as a leading tourist attraction. Marketing strategies can be formulated by analyzing the factors influencing the decision to revisit. The decision to revisit is a key indicator that shows the success of a touri...

This paper explores the application of fuzzy Multi-Criteria Decision-Making (MCDM) methods, specifically TOPSIS and DEMATEL, within a neutrosophic framework to address complex decision-making problems in marketing strategies. Traditional MCDM methods often face challenges when dealing with conflicting criteria and uncertain data. To overcome these...

The business world in Indonesia is growing very rapidly, which is indicated by the sharp competition. Understanding consumer behavior is a key skill needed by business actors so that consumers can buy the goods or services they offer. Digital marketing enables micro, small, and medium enterprises to reach wider consumers at a more efficient cost th...

The circular economy (CE), or circularity, is a concept widely embraced by researchers and policymakers to enhance sustainability in marketing innovation. This approach emphasizes recycling, reusing, and reducing waste, catering to the needs of eco-conscious consumers while improving companies' brand images. However, existing research on CE has pri...

The general objective of this study was to evaluate relationship between marketing strategies and performance of SACCOs in Nyeri county. The study has four specific research objectives which were to establish the effect of technological innovation on the performance of SACCOs in Nyeri County; to determine the effect of brand equity on the performan...

En Ecuador, el crecimiento del acceso a internet y redes sociales representa una oportunidad clave para que las pequeñas y medianas empresas (PYMES) fortalezcan su posicionamiento en el mercado. Con más de 15 millones de personas conectadas a internet y un 69,25 % de la población activa en redes sociales, el entorno digital resulta cada vez más pro...

This study explores how Environmental Concern and Perceived Consumer Effectiveness (PCE) influence investors' willingness to invest in environmentally friendly firms. It examines behavioural finance aspects, particularly how individual investors perceive their role in sustainable investment decisions. Methodology A quantitative research approach wa...

Customer churn has a significant impact on enterprises as it directly affects their revenue and profit. This paper focuses on analyzing user behavior data based on a machine learning-based user churn prediction model, constructs a prediction model, and verifies its effectiveness. This aims to help enterprises better understand user behavior and pre...

This paper examines the pivotal role of emotions in consumer decision-making, emphasizing the psychological and neurological mechanisms that shape purchasing behaviour. While classical models assume a purely rational consumer, emerging theories highlight the influence of affective processes. Drawing on Kahneman's dual-system framework, the appraisa...

This paper explores how short video platform marketing strategies influence the acceleration of the consumer decision-making cycle. It integrates classical decision-making models with modern frameworks such as the Information Adoption Model (IAM), the Stimulus–Organism–Response (S-O-R) framework, and heuristic processing theory to analyze the mecha...

Proposal and Originality This article investigates the motivations of tourists on Estrada Nacional 2 (EN2), analyzes its impact on behavior during the trip and proposes a marketing strategy to attract more visitors.The research questions based on the defined objectives are: What are the main motivations of Tiurists traveling along Estrada Nacional...

Este Trabajo de Fin de Grado consiste en el desarrollo de un Plan Estratégico de Marketing diseñado para la empresa Telepizza. En los últimos años se ha podido ver una decadencia en la imagen y el consumo de la marca debido al aumento de competencia en el sector. El objetivo de este trabajo se divide en un objetivo general y objetivos secundarios....

At this time, marketing activities have a very important role in the business world, and are even the key to business success. Strategy is essentially planning and management to achieve a goal. However, to achieve these goals, strategy does not function as a roadmap that only shows how operational tactics are. Likewise with the strategy which is a...

In both offline and online forms of entertainment, product placement has proven to be one of the greatest marketing strategies. This research will assess the effect of product placements within movies, as well as on Over-the-Top (OTT) applications, on customer purchasing intention. While viewers watch videos on different platforms, they will be stu...

La industria cinematográfica primordial de la India, Bollywood, representa una de las industrias culturales y de entrenamiento más conocidas del mundo. En los últimos años su expansión ha sido exponencial, siendo de especial importancia para ello el desarrollo de nuevas tecnologías, la transformación digital y la globalización del entretenimiento....

The tourism industry is ever-evolving in nature, as it operates in a global marketplace that has become progressively global and offers great potential due to technological advances. The tourism industry faces challenges in accurately forecasting economic impacts and understanding visitor patterns that rapid global changes. Motivated by these needs...

Certification aims to improve the environmental, economic, and governance by ensuring market access for certified forest products, improving control of logging operations, reducing illegal harvesting, and increasing the transfer of funds to forest management, which consequently ensures sustainability. This study conducted an assessment in selected...

El proyecto “Estrategia de marketing para impulsar el turismo local en Emiliano Zapata” tuvo como objetivo fortalecer el turismo del municipio mediante estrategias basadas en sus atractivos culturales, naturales y gastronómicos. Para ello, se realizaron 100 encuestas a comerciantes del mercado municipal, identificando fortalezas y áreas de oportuni...

This article aims to conduct an analytical review of the Bulgarian scientific literature regarding the application of artificial intelligence in small and medium-sized enterprises. The review covers the scientific database Google Scholar for the period until the end of February 2025. In methodological terms, the search protocol uses a structured ap...

Current technological advancements can be seen as opportunities by entrepreneurs in the business world. Taman Ujung Soekasada was built by the last king of Karangasem (1890-1945), whose original name was I Gusti Bagus Jelantik. Based on observations made at the location, people can easily access various tourist attractions around the world through...

The concept of abuse of dominant position, as outlined under Section 4 of the Competition Act, 2002, is a cornerstone of Indian competition law aimed at curbing practices that adversely affect market competition and consumer welfare. A firm is said to abuse its dominant position when it exercises its market power that distorts fair competition, suc...

This study examines how demographic factors influence the purchasing behaviour and preferences of Gen Z consumers, with a focus on sustainable consumption. The research aims to determine whether these factors can inform more effective marketing strategies and personalized consumer profiles to promote environmentally responsible purchasing decisions...

Cocoa agroforestry systems in the Amazonian basin floodplains are a sustainable and productive way to ensure food security while preserving biodiversity. This narrative review explores the agronomic, economic, and socio-ecological aspects of cocoa cultivation, analyzing its origin, diversity, and distribution from a historical perspective. The regi...

This study addresses the problem related to the factors that limit the adoption of marketing and sales technologies in small and medium-sized commercial enterprises (SMEs) in the optical sector in Guayaquil, and how such adoption influences their competitiveness. The general objective was to propose disruptive or cutting-edge digital marketing stra...

This paper addresses the effects of the EU’s data protection laws on digital marketing, emphasizing the phase-out of cookie-tracked programmatic advertising due to privacy concerns. The loss of third-party cookies affects advertisers, publishers, and users, prompting the exploration of alternatives such as first-party data, identity graphs, and new...

Research aim: This study examines the impact of market orientation on the marketing performance of small and medium enterprises (SMEs). Additionally, it identifies mediating and moderating factors that either strengthen or weaken this relationship. Design/Methode/Approach: A Systematic Literature Review (SLR) method was employed using a bibliometri...

This study examined the potential for developing community-based homestays in Nigeria. Community-based homestays are a sustainable form of tourism that has the capacity to promote the Sustainable Development Goals (SDGs). With its abundant natural and cultural resources, Nigeria has not yet fully utilized these potentials for community-based homest...

This study aims to examine the influence of engaging interactive advertisements on impulsive buying behavior toward electronic products among Generation Z in Central Java. Utilizing an explanatory quantitative approach, the research investigates the mediating role of consumer engagement and the moderating role of positive emotional responses in the...

The Fast-Moving Consumer Goods (FMCG) sector has undergone a significant transformation due to the rapid growth of digital marketing. With the proliferation of smartphones, social media platforms, and e-commerce channels, consumer engagement and purchase behavior have evolved dramatically. This paper explores the impact of digital marketing strateg...

This study examines the marketing channel performance and export competitiveness of pineapples in West Bengal, India, through a sample of 400 growers and 30 intermediaries. Six main marketing channels are identified, with Channels II and VI accounting for 75% of the distribution, while Channel I, though most efficient, has limited capacity. Regiona...

Although impulsive and hedonic purchasing behaviors may seem to contradict sustainability principles, there are unexplored opportunities through which social media platforms and influencers can redirect these impulses toward sustainable actions. Young consumers, increasingly concerned about the ecological impact of their choices, can be encouraged...

The recent travel propensities are expanding disposed to the "back to nature" concept. In Bangladesh tourism is very profitable and potential economic sector. The research is conducted to examine the factors of marketing mix and technology that has an influence on customer relationship management in tourism sector in Bangladesh. In this paper the a...

The development of digital technology has encouraged the tourism sector to adapt its marketing strategies to increase destination attractiveness. This study aims to analyze the implementation of digital promotion strategies in the development of the Bukit Cinta Rawa Pening tourist destination from the perspectives of managers, business actors, comm...

Studying the causes of abnormal consumption in love is of great significance in the context of young people's love anxiety. This article explores the irrational phenomena and behavioral mechanisms in the love consumption behavior of Chinese college students based on Richard Taylor's psychological account theory. Research has shown that romantic con...

This research is motivated by the phenomenon of the industrial era that pursues maximum profit by justifying all means without considering sharia values. As a result, competition becomes unfair and detrimental to consumers, and can even cause companies to lose customers. The developing paradigm considers sharia-based business behavior to hinder the...

This paper aims to design a model that assesses the impact of digital marketing interventions on the finance and feasibility of Micro, Small, and Medium Enterprises (SMEs). The model developed in this study evaluates the most effective digital marketing alternatives to boost sales in line with the production capacity of the SMEs. The research metho...

In the highly competitive e-commerce industry, retailers must develop and implement diverse marketing strategies to influence consumer purchase decisions. As one of the largest e-commerce platforms in China, Taobao offers a wide set of promotions including discount coupons, full discount promotions, limited time discounts, and even promotions with...

This systematic literature review investigates the interplay between Fear of Missing Out (FOMO) and game theory within the tourism sector, utilizing 57 articles from reputable sources and adhering to PRISMA guidelines. The findings propose some prepositions on how tourism businesses strategically exploit FOMO by emphasizing scarcity and exclusivity...

Purpose: In today’s competitive business environment, marketing strategies have become more critical than ever-especially considering the transformative impact of the COVID-19 pandemic. This study purpose is to investigate the long-term effects of the pandemic on marketing practices across businesses in the United Arab Emirates (UAE) and Saudi Arab...

No mundo contemporâneo crescentemente conectado, as plataformas digitais assumem protagonismo no e-commerce, conferindo ao marketing digital um papel de maior destaque para alavancar as vendas e criar maior visibilidade para as empresas no mercado. Este trabalho investigou a relevância das estratégias de Marketing Digital que visam impulsionar as v...