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The purpose of this research is to understand how current marketing research conceptualises natural and traditional products – products that strongly attract consumer attention and capture large and growing market sh...

Materias / palabras clave: Marketing; Comercialización; Mercadotecnia; Marketing research; Investigación de mercado

Materias / palabras clave: Marketing research; Qualitative research; Quantitative research; Marketing; Investigación; Investigación cualitativa; Investigación cuantitativa

Marketing is a science in a development process. Some facts can demonstrate it: many of marketing principles are objectively supported, a lot of verifications have been done, diverse generalizations have been proposed an...

Recently, there has been a decline in the effectiveness of traditional marketing approaches amidst the growth of the global influencer marketing market. This article summarizes the arguments and counterarguments within t...

Digital marketing shapes each moment of the contemporary travel journey, yet limited evidence still obscures how individual tactics foster purchase decisions. This conceptual study will develop an integrative framework t...

Type of the article: Research Article AbstractThis study examines the state of digital marketing management among small and medium-sized enterprises (SMEs) in Ukraine under conditions of prolonged economic instability a...

This study aims to analyze the effect of sustainable marketing and green product innovation on customer loyalty from the perspective of Islamic business, focusing on Avoskin consumers in Bandar Lampung. In an era of incr...

Experiential marketing has emerged as a critical paradigm shift, redefining value creation in the tourism industry from functional transactions to immersive emotional engagements. This study explores this transition by e...

This study investigates how functional and psychological barriers influence Vietnamese consumers' attitudes toward metaverse marketing, with a specific focus on luxury brand preference. The research draws on two theories...

The aim of this article is to evaluate the effectiveness of gamification marketing strategies in territory branding and to determine their impact on consumer behavior. It has been established that one of the key challeng...

Javanese pop music holds significant potential to enter the global market; however, comprehensive marketing strategies for this genre remain underexplored in academic literature. The main issue addressed in this study is...

In this era of rapid technological advancement, the number of consumers browsing online information steadily increases. Social media platforms have emerged as a vital channel for communication and sharing information, ma...

Purpose: This study examines the influence of digital marketing and destination image on tourists’ visit decisions, with tourist trust positioned as a mediating variable in tourism destinations. Method: This study adop...

This study is important to answer the problems faced by culinary business owners in Ternate by examining the influence of customer orientation, competitor orientation that affects business performance and trying to trace...

Background: The expanding role of pharmacies in community health, driven by social marketing, requires careful examination. This study examines the historical environment, analyzing the themes, contributors, and trends t...

In the contemporary landscape of global economic development, branding has evolved into one of the most critical strategic tools for ensuring long-term competitiveness. A brand no longer serves merely as a symbolic ident...

Abstract Vitamin D deficiency is a growing public health concern among young women. Despite its essential role in bone health and immune function, behavioral barriers limit supplementation. This study evaluated the effec...

in particular, the consequences of customer relationship orientation and the use of CRM technologies as a support for analysis, data integration and access to business performance. Customer Relationship Management (CRM) ...

This study aims to systematically examine the role of influencer marketing in building consumer trust within the context of digital marketing. The rapid growth of social media has transformed marketing strategies, positi...

The article investigates the transformation of sustainability reporting from a traditional compliance tool into a strategic channel for communication and corporate reputation management. Particular attention is focused o...

This study examines the impact of the service marketing mix on customer loyalty towards travel agents in Oman after the COVID-19 pandemic. The study seeks to comprehend the influence of the service marketing mix (7Ps: Pr...

This study examines the role of influencers in digital marketing, focusing on Generation Z, who are highly responsive to social media content and trust-based interactions. Dr. Tirta, a credible doctor and sports figure, ...

Abstract Despite growing recognition of the role of employee well-being in organisational outcomes, limited empirical research has examined how employee mental health covaries with corporate sustainability through market...