Marketing strategies should target entire commercial areas, not just individual stores. This study highlights the data collected from stamp rally events as cross-sectional consumer behavior data. Although stamp rally data have been analyzed as tabular data, this approach should capture the...

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...

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...

This Special Issue examines ethics in fashion to further critical understanding of the various drivers and barriers, nuances and layers of complexity in fashion production, marketing, and consumption, and aims toward a more future-oriented perspective through the lens of ethics. Research on...

Influencers have been navigating the front lines of chronically online consumer culture. They've mastered the art of engaging with hyper-specific audiences, responding to fleeting trends with agility and maintaining relevance in a constantly shifting landscape. The influencer marketing strategy...

The nature of influencers' relationships with their followers is attractive to brands. However, consumers' positive feelings for their favorite influencers are not cast in stone. If influencers become more secretive and less responsive, relationships can quickly sour and fandom can turn into...

Virtual influencers have become a growing phenomenon in the digital marketing landscape. They can exist in any form-robots, animals, cartoon figures, human avatars or even aliens -and are tailored with specific personalities that emulate human traits, behaviors and interactions. This research...

The modern literature examines the debate concerning the influence of modern marketing services in schools. In this context, the need arises to evaluate how educational marketing finds resonance in secondary schools and how this is beneficial to the school community. This study examined the...

This research explores the transformative impact of Artificial Intelligence (AI) on marketing education. The study emphasizes the necessity for marketing students to acquire skills that enable them to effectively utilize AI throughout the marketing management process. By synthesizing insights...