Search results for: marketing leaders

Authors: Lei Zhang, Tingting Xu, Jun He, Zhenyu Yan

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Email marketing is one of the most important segments of online marketing. It has been proved to be the most effective way to acquire and retain customers. The email content is vital to customers. Different customers may have different familiarity with a product, so a successful marketing strategy must personalize email content based on individual customers’ product affinity. In this study, we build our personalized email marketing strategy with three types of emails: nurture, promotion, and conversion. Each type of email has a different influence on customers. We investigate this difference by analyzing customers’ open rates, click rates and opt-out rates. Feature importance from response models is also analyzed. The goal of the marketing strategy is to improve the click rate on conversion-type emails. To build the personalized strategy, we formulate the problem as a reinforcement learning problem and adopt a Q-learning algorithm with variations. The simulation results show that our model-based strategy outperforms the current marketer’s strategy.

Keywords: email marketing, email content, reinforcement learning, machine learning, Q-learning

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Authors: Zaidatol Akmaliah Lope Pihi, Suhaida Abd. Kadir, Keetanjaly Arivayagan

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Lately in educational organization, voluminous studies accentuate the momentous of leadership in mobilizing creativity. Creativity skill is seen as one of the important skills required for the 21st century leadership, which is also known as the tool for creative leader’s mind in engaging and stimulating ideas to execute outcomes. Hence, leaders should create an opportunity by involving every employee and stakeholders in schools to contribute their ideas towards developing creative solutions to enhance school productivity. The focal point of this article is to offer a conceptual framework on creative leadership practices among school leaders towards collaborative school culture. Intensive reviews of literature will be used in the fields of creative leadership and school culture with the aim to nurture leaders into better leaders and encourage collaborative school culture. The framework contributes a new shed on the implication of creative leadership practices and collaborative school culture. It also will contribute a new theory development and offered suggestions for follow up research.

Keywords: 21st century leadership, creative leadership, collaborative, school culture

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Authors: Karim Monir Halim Salib

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The article discusses the use of modern technology to achieve environmental marketing goals in business and customer relations. The purpose of this article is to show the possibilities of the application of modern technology. In B2C relationships, marketing departments face challenges arising from the need to quickly segment customers and share information across multiple systems, which seriously hinders the achievement of marketing objectives. Therefore, the Article states that modern IT solutions are used in the marketing of business activities, taking into account environmental objectives. For this reason, its importance in the economic and social development of developing countries has increased. While traditional companies emphasize profit as the most important business principle, social enterprises have to address social issues at the expense of profit. This mindset gives social enterprises more than traditional businesses to meet the needs of those at the bottom of the pyramid. This also poses a great challenge for social business, as social business works for the public good on the one hand and financial stability on the other. Otherwise, the company cannot be evacuated. Cultures are involved in business communication and research. Using the example of language in international relations, the article poses the problem of cultural discourse in management and linguistic and cultural studies. After reviewing current research on language in international relations, this article presents communication methods in the international economy from a linguistic perspective and attempts to explain communication problems in business from the perspective of linguistic research. A step towards multidisciplinary research combining research in management and linguistics.

Keywords: international marketing, marketing mix, marketing research, small and medium-sized enterprises, strategic marketing, B2B digital marketing strategy, digital marketing, digital marketing maturity model, SWOT analysis consumer behavior, experience, experience marketing, marketing employee organizational performance, internal marketing, internal customer, direct marketing, mobile phones mobile marketing, Sms advertising.

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Authors: Priscilla Adoley Moffat

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One common element of African cultures is gender role socialization. This is a significant component of African cultures because gender roles are considered in these cultures, to define males and females and distinguish males from females. Various studies have established the impact of gender role socialization on individuals, on activities of individuals, including business activities, and on society, in general. This study further examined the effect of gender role socialization on the marketing of gendered products. The study sought to establish whether gender role socialization affects marketing, particularly word-of-mouth marketing, of gender-specific products. For a comprehensive examination of the influence of gender role socialization on word-of-mouth marketing of gendered products, 2150 respondents (1075 males and 1075 females), comprising 550 students of Marketing from various Ghanaian universities/colleges and 1600 other individuals (100 from each of the 16 regions of Ghana, representing the various cultures) were randomly sampled and interviewed. The study found that females are more willing to market male products than males when tasked to market female products. Also, females are more efficient in marketing male products than males in marketing female products. Again, most female audiences feel uncomfortable or embarrassed and are less receptive when approached by a male marketer of female products. Then, the study found that the fear of stigmatization is a major influencer of males’ negative attitude towards marketing of female products and that female marketers of male products, however, suffer less or no stigma. Aside from its addition to the literature on the impact of gender role socialization on marketing and, for that matter, the influence of socialization on marketing, the findings of the study are useful to multinational companies, which become better informed in their strategy when assigning marketing roles, especially in Africa.

Keywords: gender, socialization, marketing, gendered, role, Ghana

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Authors: Yin-Tsuo Huang

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Most leadership theories focus on leader's development. However, in reality, the led is also very important in the leadership process. Development relates to ensure the individual to grow in the skills, knowledge, and abilities to perform at leaders’ highest possible level now and for the future. The topic area of the relationships among leadership styles, subordinate maturity, and information distinction was identified because it is a practical problem and personal experiences occurring in multinational enterprises. Some questions to be answered through this critical analysis of the literature are: (1) What are the effective leadership styles in the leader-member and member-member relationships? (2) How do the subordinates react to leaders’ managerial style? (3) What are the relationships among leadership styles, subordinate maturity, and resulting information distinction? (4) What kinds of information distinction effects the relationships between leadership styles and subordinate maturity? (5) Where do leaders and subordinates can get information, and how? (6) In what areas are leaders’ or subordinates’ knowledge weakest, and how can they get others to prove the information they need? (7) How important is that information to the subordinates? (8) Do the leaders keep too much information for their subordinates because it is inconvenient? The main purpose of this review is to explore the theoretical and empirical literature about the relationships among leadership style, subordinates maturity, and information distinction implications in multinational Taiwanese organizations to identify areas of future scholarly inquiry.

Keywords: leadership style, subordinate maturity, information distinction, multinational organization

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Authors: Mansur Ahmed Kazaure

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The emergence of internet-based social media has made it possible for one person to communication with hundreds or even thousands of people about a company goods and services and the companies that provides them. Thus, the impact of customer-to-customer communications has been significantly magnified in the marketplace. Therefore, the essence of this paper is to critically evaluate the literature of social media and their implication for practice, but the author pay attention on twitter as a new marketing communication tools. The author found out that, despite the implication of using social media especially twitter by the companies as part of their marketing communication tool, but still it can enhance the opportunity for the companies to develop and maintain long-term customer relationship. The paper concludes that, using twitter as a marketing communication tool is a market trend and it is the best way for marketers to add value to their customer, however with the Twitter marketers can get a feedback about the performance of their product and its brand in the marketplace. The paper is purely a conceptual discourse based on secondary data.

Keywords: social media, marketing communication, marketing communication tools, Twitter, Facebook

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Authors: Suleh Yusufu Godi, Ado Makama Adamu

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Marketing involves all the legal, physical, and economic services which are necessary in moving products from producer to consumers. The more efficient the marketing functions are performed the better the marketing system for the farmers, marketing agents, and the society at large. Rice marketing ensures the flow of product from producers to consumers in the form, time and place of need. Therefore, this study examined profitability of milled rice marketing in Gombe metropolis, Gombe State. Data were collected using structured questionnaires from ninety randomly selected rice marketers in Gombe metropolis. The data were analyzed using descriptive statistics, farm budget technique and regression analysis. The study revealed the total rice marketing cost incurred by rice marketers to be N6, 610,214.70. This gave an average of N73, 446.83 per marketer and N37.30 per Kilogram of rice. The Gross Income for rice marketers in Gombe metropolis was N15, 064,600.00. This value gave an average of N167, 384.44 per rice marketer or N85.00 per kilogram of rice. The study also revealed net income for all rice marketers to be N8, 454,385.30. This gave an average of N93, 937.61 per rice marketer or N47.70 per Kilogram of rice. The study further revealed a marketing margin, marketing efficiency and return per naira invested on rice marketing to be 39.30%, 150.16% and N0.56, respectively. The result of regression analysis shows that age, sex and cost of transportation are positive and significantly affect marketing margin of rice marketers in Gombe Metropolis. However, the main constraints to rice marketing in Gombe metropolis include inadequate electricity, capital, high transportation cost, instability of prices and low patronage among others. The study recommends provision of adequate electrical power supply in the State especially the State capital and also encouraging rice marketers in Gombe metropolis to form cooperative societies so as to have easy access to credit facilities especially from the formal sources.

Keywords: rice marketers, milled rice, cost and return, marketing margin, efficiency, profitability

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Authors: Aya Maher, Pakinam Youssef

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The objective of this theoretical study is to explore in depth the role of leaders in managing employees’ dysfunctional behavior at workplace in an effort to recommend strategies and solutions for these destructive behaviors that affect employees’ performance. The significance of the study lies in the fact that dysfunctional behavior has been widely spread in almost all organizations, public and private, with its very destructive manifestations. Dysfunctional behavior may be classified into thefts, sabotage, sexual harassment, jealousy, envy, revenge, vulgarity all of which affect employees’ moral, self-esteem and satisfaction level drastically which will be reflected negatively on their performance and productivity. The main research question will focus on the role of leaders in managing employees’ dysfunctional behavior effectively at the workplace through the different strategies and control measures. In this study, the data will be collected from different academic literature and through some primary data by conducting interviews with some public and private employees from different managerial levels and fields.

Keywords: dysfunctional behavior, employees deviant behavior, employees moral, leaders role

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Authors: Maria Monica D. Espinosa

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This study aimed to identify and examine the characteristics of an effective leader in a Hospital institution from the perspectives of military nurse-managers. The researcher extracted the different facets of leadership from the stories of six nurse- managers from a military hospital. The stories which are in pre-reflective stage convey an unbiased perspective from which clinical leadership may be defined. Using Phenomenology as a method of Research, the lived experiences of the military nurse-managers served as empirical data which were reflected upon until the formulation of insights. The information from the co-researchers became gallows from which the characteristics of effective leadership in the clinical area were drawn. These insights were synthesized through layers of reflection that resulted to the knowledge about clinical leadership. The reflections are the following, (a) Clinical leaders develop their skills through experiences and hardwork; (b) Clinical leaders are devoted; (c) Clinical leaders are focused; (d) Clinical leaders are good in interpersonal relationship; (e) Clinical leaders are mentors; (f) Clinical leaders seek affirmation and recognition; and (g) Clinical leaders are responsible and dependable. The common themes that emerged from the nurse manager’s stories showed that clinical leadership maybe attained if leaders possessed the following traits, (a) The gift to establish a steadfast and firm management; (b) The proficiency to guide and encourage others towards the achievement of their goals and objectives; (c) The ability to instigate participative and collaborative work among his/her subordinates and (d) The aptitude and skill to address the institutional concerns in their unit. In the future, Clinical leaders should continually adapt an evaluation program on how they can relate socially with their subordinates, the result of which can be used as a basis in developing strategies on relationship enhancement. Moreover, they should empower the nurses by allowing them to voice out their opinions and concerns regarding assignments, role expectations, and workload issues to improve and strengthen the relationships among nurses. Lastly, they can incorporate a collaborative strategy to promote professional socialization attitudes of nurse managers who work with staff nurses to improve the quality of their proficiencies and enhance a positive clinical environment.

Keywords: clinical leadership, experiences, implications, military nurse - managers, phenomenology

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Authors: Izian Idris, Melissa Ha, Mikkay Wong

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Social media marketing, including influencer marketing, is an ongoing phenomenon, and most companies as well as industries, are finding it crucial to implement social media marketing in their marketing strategies. However, social media influencer marketing still needs to be explored, and further research on this area needs to be carried out to fully understand the importance of social media influencer marketing in impacting consumer purchase decisions. Influencer endorsement has become a trend to grab users’ attention these days. Thus, the aim of this research paper is to explore the attributes of social media influencers/influencer as the endorser that impact consumer purchase intentions. The attributes that will be investigated include attitude homophily, physical attractiveness, and social attractiveness. Following this, the elaboration likelihood model from the theory of persuasion is implemented in this research to further examine the influence of social media influencer attributes on consumer purchase intentions. This study will be able to help marketers, businesses, and researchers understand the attributes of social media influencers as endorsers that will impact consumer purchase intentions and allow businesses to enhance their strategies to better cater to their target market.

Keywords: influencer, endorsement, consumer purchase, social media

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Authors: Chin-Hsiang Chu

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This article review the literature in the field among the marketing and aesthetics, the current market and customer-oriented product sales, and gradually from the practical functionality, transformed into the visual appearance of the concept note and the importance of marketing experience substance 'economic Aesthetics' trend. How to introduce the concept of aesthetic and differentiate products have become an important content of marketing management in for an organization in marketing.In previous studies,marketing aesthetic related researches are rare.Therefore, the purpose of this study to explore the connection between aesthetics and marketing of the market economy, and aggregated content through literature review, trying to find related research implications for the management of marketing aesthetics, market-oriented and customer value and development of the product. In this study, the problem statement and background, the development of the theory of evolution, as well as methods and results of discovery stage, literature review was conducted to explore. The results found: (1) Study of Aesthetics will help deepen the shopping environment and service environment commonly understood. (2) the perceived value of products imported aesthetic, consumer willingness to buy, and even premium products will be more attractive. (3) marketing personnel for general marketing management with a high degree of aesthetic identity. (4) management in marketing aesthetics connotation, aesthetic characteristics of five elements is greatly valued by the real-time, complex, specificity, attract sexual and richness. (5) allows consumers to experience through the process due to stimulate the senses, the mind and thinking with the corporate brand or have a deeper link. Results of this study can be used as business in a competitive market, new product development and design of the guide.

Keywords: marketing aesthetics, aesthetics economic, aesthetic, experiential marketing

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Authors: Kathy Gibbs

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There is a paucity of research in Australia about educators’ use of differentiated instruction (DI) to support the learning of students with ADHD. This study reports on small-scale, qualitative research using interviews with teachers and school leaders to identify how they use DI as an effective teaching instruction for students with ADHD. Findings showed that teachers and school leaders have a good understanding of ADHD; teachers use DI as an effective teaching practice to enhance learning for this student group and ensure the classroom environment is safe and secure. However, they do not adjust assessments for students with ADHD. School leaders are not clear on how teachers differentiate assessments or adapt to the classroom environment. These results highlight the need for further research at the teacher and teacher-educator level teachers to ensure teaching practices are effective in reducing unwanted behaviours that prevent students with ADHD from achieving their full academic potential.

Keywords: teachers, differentiated instruction, ADHD, student learning, educators knowledge

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Authors: Peerawat Chailom, Pimgarn Suwan-Natada

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The objective of this study is to examine the effects of e-commerce integrated for export marketing strategy on export advantage and firm performance. This study indicates that e-commerce infrastructure, organizational learning for e-commerce, and internet dissemination were antecedent of e-commerce integrated for export marketing strategy. In additional, export expertise is moderating variable of the research. In this study, 151 export businesses in Thailand are the sample of study. The results of study indicate that e-commerce integrated for export marketing strategy has significant positive influences on export advantage and export performance. Moreover, e-commerce infrastructure, organizational learning for e-commerce, and internet dissemination are have positive effects on e-commerce integrated for export marketing strategy. For moderating effect, export expertise significant influences on the relationships between e-commerce integrated for export marketing strategy and export advantage, and significant influences on the relationships between e-commerce integrated for export marketing strategy and export performance. Theoretical and practical implications are presented. Conclusion and suggestions for future research are also discussed.

Keywords: e-commerce integrated for export marketing, e-commerce infrastructure, organizational learning for e-commerce, export performance

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Authors: Dinh Ngoc Bich Khuyen, Chang Zhu

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Due to the radical changes and complexities within academic institutions, leadership development addressed to academic leaders in the digital age has become more important. Unfortunately, studies on outcome assessment of leadership development and its related factors have not been evaluated rigorously. The current study investigated the contribution of peer interaction and two subscales of motivation to the effectiveness of the leadership development programs perceived by learners in a diverse context. Of 73 participants, the majority of workshop attendees were junior and middle-level leaders from both European universities and Chinese universities who participated in the leadership development programs organized under an EU project. PLS-SEM was employed to validate the instrument and answer the research questions, respectively. The finding reveals that self-growth and peer interaction significantly contribute to perceived effectiveness, whereas networking motivator shows non-significant impact. Besides, the new contribution of these findings is to show that peer interaction fully mediates the relationship between self-growth and perceived effectiveness. To this end, the findings highlight the importance of dispositional factors regarding the quality of the leadership development program in HE contexts and the potential of such program to enhance the knowledge and capacities of academic leaders regarding university governance and leadership.

Keywords: higher education, leadership development, effectiveness, middle-level leaders, junior-level leaders

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Authors: Utkrash Sarkar, Vineet Tiwari, Shailendra Singh

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The development of social media has brought about a tremendous change in the marketing scenario for every industry. It has become a new hybrid element of the promotional mix in the marketing segment. This paper tries to show some light on the fact that in today’s scenario social media is a platform that everyone should take in consideration for any type of marketing campaign. In this paper, we have formulated a questionnaire, and through it, we have tried to gather information from the respondents that how social media is influencing their decision when they choose their travel destinations for tourism purpose, does it help in creating any awareness about places which they don’t have an idea? As a result, guiding the state government and providing them with a marketing strategy that how they can use social media in a better manner so that they could help increase their revenue and can make people aware about the places of the state which the target audience can plan to go for their next vacation.

Keywords: social media, marketing, information, decision making

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Authors: Ahmed F. Abdel Qader

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Viral marketing has resulted in a lot of excitement recently as a novel technology in the field of marketing. The need of porting institutions to attract new customers for sporting products and services has increased, especially as many international and Arab clubs rely on them for most of their funding. These organizations, especially clubs, have outlets for selling their products and services; therefore, they are in need for new approaches that are related to modern communication and innovative distribution methods that can depend on the present audience in conveying e-ads to other users in light of the increase in social media users in the Arab world. This study aims at developing a marketing plan for sporting products and services through viral marketing of social media users. The researcher used the descriptive method. The sample consisted of 1991 social media users in 13 Arab countries. The questionnaire consisted of five themes and 42 items. Allan Dib 'one-page marketing plan' was used to develop the sporting products and services marketing plan. The study found that participants reported watching e-ads of sporting products and services that appeared during browsing social media pages; Facebook was the most used means for receiving ads about sporting products and services; sharing the product’s ad depends on the availability of incentives; purchasing sporting products and services takes place after a recommendation by a relative or a friend; and their evaluation of sporting products and services depends on the experiences of other people. The study recommends that the proposed plan should be used in marketing sporting products and services.

Keywords: viral marketing, sporting products, social media, Arab world

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Authors: E. Elgohary, R. Abdelazyz

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The research aims to clarify the effect of the marketing culture on improving the e-service quality for foreign and domestic information technology companies in the Arab Republic of Egypt. So the researcher sought to include the dimensions of the marketing culture, which are (customer service, management style, sales mission, internal communications, technology, wages and rewards, innovation) as measures of marketing culture for its effect on improving the e-service quality in this research. The research population consists of employees and customers of the companies under study. The research problem was the following question: What is the effect of the actual application of marketing culture on improving the e-service quality? To answer that, three main hypotheses were adopted, and they were tested by statistical means for the data collected through a questionnaire prepared and distributed for this purpose. Accordingly, the research presented a set of results, the most important of which are: the need to pay attention to the dimensions of the marketing culture to improve the e-service quality, foreign companies were the most popular companies in applying the marketing culture compared to local companies. The research also recommends designing a system to continuously measure the performance of electronic service providers and work on spreading the culture of innovation among employees, linking reward programs to the extent of commitment to applying the elements of marketing culture while doing business.

Keywords: marketing culture, e-service quality, measurement models, quality measurements

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Authors: Phusit Phukamchanoad

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The research studies the behaviors based on sufficiency economy philosophy at individual and community levels as well as the satisfaction of the urban community leaders by collecting data with purposive sampling technique. For in-depth interviews with 26 urban community leaders, the result shows that the urban community leaders have good knowledge and understanding about sufficiency economy philosophy. Especially in terms of money spending, they must consider the need for living and be economical. The activities in the community or society should not take advantage of the others as well as colleagues. At present, most of the urban community leaders live in a sufficient way. They often spend time with public service, but many families are dealing with debt. Many communities have some political conflict and high family allowances because of living in the urban communities with rapid social and economic changes. However, there are many communities that leaders have applied their wisdom in development for their people by gathering and grouping the professionals to form activities such as making chili sauce, textile organization, making artificial flowers worshipping the sanctity. The most prominent group is the foot massage business in Wat Pracha Rabue Tham. This professional group is supported continuously by the government. One of the factors in terms of satisfaction used for evaluating community leaders is the customary administration in brotherly, interdependent way rather than using the absolute power or controlling power, but using the roles of leader to perform the activities with their people intently, determinedly and having a public mind for people.

Keywords: performance and activities, sufficiency economy, urban communities leader, Dusit district

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Authors: Gabriela Tutuanu

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The economic, social and environmental undesirable impact of the existing development pattern pushes to the adoption and use of a new development paradigm that of sustainable development. This paper intends to substantiate how the marketing can help the sustainable development. It begins with the subjects of sustainable development and sustainable marketing as they are discussed in literature. The sustainable development is a three dimensional concept which embeds the economic dimension, the social dimension and the environmental dimension that ask to have in view the simultaneous pursuit of economic prosperity, social equity and environmental quality. A major challenge to achieve these goals at business level and to integrate all three dimensions of sustainability is the sustainable marketing. The sustainable marketing is a relationship marketing that aims at building lasting relationships with the social and natural environment on a long-term thinking and futurity and this philosophy allows helping all three dimensions of sustainability. As marketing solutions that could contribute to the sustainable development. We advance the stimulation of sustainable demand, the constant innovation and improvement of sustainable products, the design and use of customized communication, a multichannel distribution network and the sale of sustainable products and services at fair prices. Their implementation will increase the economic, social and environmental sustainability at a large extent in the future if they are supported by political, governmental and legal authorities.

Keywords: sustainable development, sustainable marketing, sustainable demand, sustainable product, credible communication, multi-channel distribution network, fair price

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Authors: Katerina Kormusheva

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Pricing plays a pivotal role in the marketing discipline as it directly influences consumer perceptions, purchase decisions, and overall market positioning of a product or service. This paper seeks to expand current knowledge in the area of discriminatory and differential pricing, a main area of marketing research. The methodology includes developing a framework and a model for determining how many price points to implement in differential pricing. We focus on choosing the levels of differentiation, derive a function form of the model framework proposed, and lastly, test it empirically with data from a large-scale marketing pricing experiment of services in telecommunications.

Keywords: marketing, differential pricing, price points, optimization

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Authors: Osman Yildiz

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As it is predicted 2559 years before there is nothing permanent except change. In our turbulent World, Organizations will always be faced with the challenge of determining the path that will always keep them on balance en route that will bring success. That means from top to bottom, every organisation is exposed to fight to stay afloat and compete while they face the continuous prospect of change in an increasingly competitive and globalized World. Otherwise, they would fail to realize their goals and targets, and ultimately would disappear. But the organizations that will celebrate success five or ten years from now will be the winners of the fight by having recognizing that planning the change was only the first step in the journey and put sufficient efforts into the task of leading change. Increasingly unpredictable and competitive organizational environments have put pressure on leaders across all industries to better manage the change. The key of establishing effective change and transformation in organisations lies on the steps taken before the change happens depending to the quality of the human sources; readiness for change, acknowledgement by management, prepared leaders, motivated employees, overcoming the resistance to change and ultimately adapting change into the organization. Due to these factors, leaders managing the organisational development can ensure organizations and employees to meet new performance targets, motivation and skills rapidly and effectively. Finally, this article will provide some tools for leaders, and discuss how to catch organisational development and manage the innovations in effective ways.

Keywords: managing the change, organizational change, human factor, leaders, globalization, organisational development

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Authors: Mehrnoosh Askarizadeh

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The foundation of all marketing is composed by relations. Thus, all marketing activities concentrated to establish, develop and maintain successful relational exchanges. By building strong relational bonds, relationship marketing improves customer loyalty resulting in improved firm performance. Relationship marketing is a strategically important tool to use to obtain and secure the result of customer’s loyalty, which leads to higher competitiveness and also enhanced satisfaction among the customers. The study revealed that there subsist significant relationships between customer satisfaction and loyalty. It is recognized that with improvement of customer satisfaction a firm will find customers that are more loyal. Based it, firm managers are advised to satisfy and better manage their relationships through quality product and service offerings to their customers as a competitive policy in the marketplace. These offerings are required to meet or surpass consumers’ expectations.

Keywords: customer loyalty, customer satisfaction, trend, relationship marketing

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Authors: Fatima Naz, Ayesha Tariq

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In view of growing of the internet users for e-commerce and taking into account, the emergent impact of word of mouth phenomenon this research has different aims. The aims of this study were built following dissimilar discussion with teachers and colleagues enlightening that word of mouth information for online purchasing do not have the same effect for everybody. Then they were born following dissimilar researchers together with what was already done in previous researches and what was completed. As a result different aims were drawn; the initial aim of this research is to study the attention of the customers in the word of mouth to power their online purchasing activities. The next aim is to analyze the people influenced by the interest of word of mouth. The following aim is to examine the marketing behavior bearing in mind the internet progress and word of mouth, their consideration for word of mouth marketing. In the form of research questions the aims of the study are: 1) How community utilizes and multiplies word of mouth information about online purchasing experience? 2) How communities perceive the word of mouth marketing? 3) How marketers take the word of mouth phenomenon and how they handle it?

Keywords: belief, power, inspiration, self-expression, positive attitude to online marketing, forwarding of contents, purchasing decision, standard marketing

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Authors: Magdi Kamil Shafik Zekry

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The variety of available virtual equipment, strategies and activities may confuse and disorient even an experienced marketer. this is applicable mainly to B2B organizations, which might be generally less flexible in uptaking of virtual era than B2C businesses. B2B groups are lacking a framework that corresponds to the specifics of the B2B enterprise, and which facilitates to assess a business enterprise’s talents and to select the precise course. A B2B digital marketing adulthood model facilitates to fill this gap. however, modern-day advertising gives no widely permitted digital marketing adulthood model, and consequently, some marketing establishments offer their personal tools. The cause of this paper is constructing an optimized B2B virtual advertising and marketing maturity version based totally on a SWOT (strengths, weaknesses, opportunities, and threats) analysis of present models. The contemporary have a look at gives an analytical assessment of the existing virtual advertising adulthood models with open get entry to. The effects of the studies are twofold. First, the furnished SWOT analysis outlines the principle blessings and disadvantages of current fashions. Secondly, the strengths of existing virtual advertising maturity models, enables to discover the primary traits and the structure of an optimized B2B virtual advertising adulthood version. The research findings imply that most effective one out of three analyzed fashions may be used as a separate tool. This look at is a number of the first inspecting the usage of maturity models in virtual marketing. It helps businesses to select among the present virtual advertising fashions, the best one. furthermore, it creates a base for destiny research on virtual advertising adulthood fashions. This study contributes to the emerging B2B virtual advertising and marketing literature by using offering a SWOT analysis of the present virtual marketing maturity fashions and suggesting a structure and fundamental characteristics of an optimized B2B digital advertising adulthood model.

Keywords: electronics engineering, marketing, sales, E-commercedigital marketing, digital maturity, innovation, SMEsB2B digital marketing strategy, digital marketing, digital marketing maturity model, SWOT analysis

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Authors: Amna Khaliq

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This research project centers on Canadian business leaders’ phenomenological online education expansion by navigating the challenges faced by strategic leaders concerning the expansion of online education in the Canadian higher education sector from a business perspective. The study identifies the problems and opportunities of faculty members’ transition from traditional face-to-face to online instruction, particularly in the context of technology-enhanced learning (TEL), and their influence on the growth strategies of Canadian educational institutions. It explores strategic leaders’ approaches and the impact of emerging technologies to assist with developing and executing business strategies to expand online education in Canada. As online education has gained prominence in the country, this research addresses a relevant business problem for educational institutions. The research employs a phenomenological approach in the qualitative research design to conduct this investigation. The study interviews eighteen faculty members engaged in online education in Canada. The interview data is analyzed to answer the three research questions for strategic leaders to expand online education with higher education institutions in Canada. The recommendations include 1) data privacy, infrastructure, security, and technology, 2) support and training for student engagement, 3) accessibility and inclusion, and 4) collaboration among institutions associated with expanding online education.

Keywords: strategic leadership, Canada, education, technology

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Authors: M. Azugama, P. Okoro Ugo Chigozie, A. O. Nnamocha

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Emotional Intelligence constitutes powerful psychological forces that can strongly influence performance in behaviour, interaction and relationship management. Surprisingly how emotions are interpreted and employed in marketing of hospitality experience have had limited comprehension. Marketing of hospitality experiences have important emotional dimensions which the traditional marketing techniques tend to underplay. Guest and host relationship are challenged by mutual hospitableness obligations; suggesting that the commercial practice of delivering satisfactory guest experience has much to gain from traditional understanding of hospitality. By understanding the emotion-based hospitality transaction between guests and hosts, customers’ experiences can be delivered over and against competitor pressure. In this paper, marketing strategies and tactics in hospitality and tourism are principally concerned with adjusting each of the 6P & T elements (i.e. product, place, price and promotion; and adding people, processes and Time in service contexts), to provide a competitive offer (experience) to customers.

Keywords: Emotional intelligence, hospitality and tourism, relationship management, marketing

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Authors: Rosidah Rosidah

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The paper aims to identify and examine the effectiveness of social marketing as an approach for conducting anti-corruption campaign. Social marketing has been widely used to promote social change for the benefit of individual and society; such as for promoting healthy foods consumption, encouraging breastfeeding, reducing smoking, solving alcohol problem and drunk driving. Therefore, it is believed that this approach can be promising to be used in anti-corruption campaign. It is because social marketing can be useful of prompting people to act in accordance to the existing norms that denounce corruption, or help to establish new norms that more averse to corruption. It has established into evidence and insight based approaches to social campaign that focus on changing people’s behavior. Qualitative approach will be used in this study, with the using of literature review and secondary data analysis as the research methods. This paper is still on preliminary stage, which its results is expected to provide fundamental basis for designing model of intervention (anti-corruption campaign) using social marketing approaches.

Keywords: anti-corruption campaign, behavioral change, social influence, social marketing

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Authors: Omil Nady Mahrous Maximous

Abstract:

The article deals with the use of modern information technologies to achieve pro-ecological marketing goals in company-customer relationships. The purpose of the article is to show the possibilities of implementing modern information technologies. In B2C relationships, marketing departments face challenges stemming from the need to quickly segment customers and the current fragmentation of data across many systems, which significantly hinders the achievement of marketing goals. Thus, Article proposes the use of modern IT solutions in the field of marketing activities of companies, taking into account their environmental goals. As a result, its importance for the economic and social development of the emerging countries has increased. While traditional companies emphasize profit maximization as a core business principle, social enterprises must solve social problems at the expense of profit. This rationale gives social enterprises an edge over traditional businesses by meeting the needs of those at the bottom of the pyramid. This also represents a major challenge for social business, since social business acts on the one hand for the benefit of the public and on the other strives for financial stability. Otherwise, the company is unlikely to be fired from the company. Cultures play a role in business communication and research. Using the example of language in international relations, the article presents the problem of the articulation of research cultures in management and linguistics and of cultures as such. After an overview of current research on language in international relations, this article presents the approach to communication in international economy from a linguistic point of view and tries to explain the problems of communication in business starting from linguistic research. A step towards interdisciplinary research that brings together research in the fields of management and linguistics.

Keywords: international marketing, marketing mix, marketing research, small and medium-sized enterprises, strategic marketing, B2B digital marketing strategy, digital marketing, digital marketing maturity model, SWOT analysis consumer behavior, experience, experience marketing, marketing employee organizational performance, internal marketing, internal customer, direct marketing, mobile phones mobile marketing, Sms advertising

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Authors: Jennifer Isabelle Rios Rendón, Ursula Sanchez, Dana Lee Baker

Abstract:

Disability Policy in México has witnessed numerous changed throughout the years. Physical disabilities are more often recognized in Mexican culture. However, with an emerging focus on neurological disabilities or differences in individuals’ new policies are needed to serve better and understand the needs of these populations. The need to understand and communicate with local leaders is imperative, as the lens used to analyze autism has historically been from a Western school of thought. We are looking to comprehend the disability policy subsystem in México - specifically how autism is perceived, the language used to describe it, and how it ties to the cultural stigma of disabilities that exist in México. Therefore, to understand this, we seek to interview multiple policy leaders on their experience in autism and disability policy. The goal is to conduct qualitative research through interviews with local autism and disability leaders in México. This methodology aims to answer the questions of what language commonly and culturally is utilized in disability policy, the context of how autism is perceived in México, and in general, the lived experience of the disability policy leaders that take part in this effort in México. Local activists and policy leaders were initially found through an online search then collected using snowball sampling. The interviews were conducted through a series of pre-formulated questions that the policy leader answered via email or a phone conversation with the researchers. Acknowledging the importance of language and accessibility, the need for the content to be in both English and Spanish as well as auditory and visual is essential to take steps in the inclusion of a Neurodiverse group of leaders. This work is a demonstration of the framework of the investigation which hopes to create a more complete understanding of the policy and political culture around autism in México. Results of the project include new insight into the developing relationship between the President Andrés Manuel López Obrador’s administration, disability activists, and neurodiverse communities. The project contributes to denormalizing the legacy of white supremacy in autism related, historically rooted in the assumption that autism occurs predominantly in white communities.

Keywords: autism, disability leaders, disability policy, México, Neurodiversity

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Authors: Agnes J. Otjen, Sarah Keller

Abstract:

A Montana university has used applied consumer research in experiential learning with non-profit clients for over a decade. Through trial and error, a successful protocol has been established from problem statement through formative research to integrated marketing campaign execution. In this paper, we describe the protocol and its applications. Analysis was completed to determine the effectiveness of the campaigns and the results of how pre- and post-consumer research mark societal change because of media.

Keywords: consumer, research, marketing, communications

Procedia PDF Downloads 139