This study explored the relationships between sustainability reporting dimensions, media types, and stakeholder engagement in 223 upscale hotels in Malaysia. The research discovered low levels of sustainability reporting disclosure and stakeholder engagement on social media pages (Facebook)...

Improving the performance of the national hospitality industry is crucial, considering the ongoing rise in foreign and local tourist arrivals, which are estimated to be influenced by marketing strategies and the role of hotel employees. This study aims to investigate the influence of human...

Amidst technological growth and its environmental implications, there's a global push for sustainable development using ethical methods that benefit both the planet and humanity. This underscores a rising corporate trend towards sustainability. Adopting this approach requires fresh methods and...

The burgeoning panda tourism market in China is attracting an increasing number of domestic and international tourists. This study focuses on the Chengdu Research Base of Giant Panda Breeding as a case study and utilizes Latent Dirichlet Allocation (LDA) modeling and topic-based sentiment...

This study aims to determine the importance of factors affecting supplier selection in the pesticide distribution sector as a global emerging market and present a decision-making model for the corporate marketing strategy. Specifically, a comparative study between suppliers and retail...

Fuzzy marketing considers the degree to which a customer belongs to specific segments and subsequently allows them to be targeted with messages that engage them emotionally. To better understand the application and importance of fuzzy logic in marketing strategy, we developed a systematic...

This study examines the association between export promotion programs (EPPs) and export knowledge, commitment, and management perception, examining their relationship with export strategy, competitiveness, and performance, especially for firms in international markets. Using data collected from...

The paper presents how the marketing mix elements influence the customers' purchase intention in the context of Garnier cosmetic products and looks at the moderating role of customer income. The marketing mix or 4P can be a way to create profitable marketing strategies and motivate customers to...

MSMEs have contributed to employment and economic growth. There are many challenges faced by MSMEs in the era of Industrial Revolution 4.0, including the use of digital marketing innovation and strategic orientation to achieve firm performance. In this research, the aim is to analyze the...

Manuscript Type: Research Article Research Aims: This study aims to examine the effect of marketing capability and relational capital on innovation performance with market orientation as a mediating variable in Indonesian SMEs. Design/methodology/approach: The research employs a quantitative...

Background/Purpose: In an increasingly competitive educational landscape, the school principal's role has expanded beyond instructional leadership to include strategic marketing responsibilities. Yet the role of marketing in school leadership remains underexplored. Our objective was to...

The changes that are taking place in consumers' media consumption in and outside the home pose a challenge as to how to accurately assess the impact of cross-media advertising campaigns. An innovative measurement solution based on audio-matching technology, and taking a cross-media,...

In the contemporary digital landscape, influencer marketing combined with advanced data analytics has become essential in fostering brand evangelism and consumer advocacy. This study examines how data-driven influencer marketing strategies influence brand loyalty and advocacy among consumers....

The paper explores the role of marketing stories in cultivating virtue ethics in consumers. Drawing from the philosophy and storytelling tradition of the Aristotelian tragedy along with Kierkegaard’s Either/Or and Castoriadis’ insights, it is illustrated that tragic stories can be a valuable...