Search results for: contemporary marketing

Authors: Xue Junwei

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The rapid economic development of China has made it a critical global market. Multinational companies operating in China face evolving challenges, necessitating adjustments in their marketing strategies. This study uses SWOT analysis and qualitative research methods to explore the trends and countermeasures for adjusting the marketing strategies of multinational companies in China. The research employs the SWOT analysis, quantitative as well as qualitative research techniques to investigate the marketing strategy adjustments of multinational companies in China. The study reveals emerging trends and proposes strategic countermeasures for multinational companies to adapt their marketing strategies in the Chinese market. This research contributes to the existing literature by providing insights into the dynamic environment of multinational companies in China and offering practical recommendations for strategy adjustments. Data were collected using qualitative research methods, including interviews and case studies, and quantitative research methods, such as questionnaires to study multinational companies in China. The collected data were analyzed using SWOT analysis to identify the strengths, weaknesses, opportunities, and threats faced by multinational companies in China, guiding the formulation of effective marketing strategies. This study addresses the challenges faced by multinational companies in China, the need for strategic adjustments, and the potential approaches to enhancing marketing effectiveness in this market. The study emphasizes the significance of adapting marketing strategies to align with the changing landscape of the Chinese market. It provides actionable recommendations for multinational companies to thrive in this environment.

Keywords: multinational company, marketing strategies, Chinese market, SWOT

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Authors: Noppadol Sritragool

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The objectives of this research were to investigate the decision of passengers who choose to fry with low cost airlines and to study marketing factors which have the influence to the decision to choose each low cost airlines. This paper was a quantitative research technique. A total of 400 low cost airlines’ passengers were interviewed via English questionnaire to collect the respondents’ opinions. The findings revealed that respondents were male and female at a similar proportion. The majority had at least an undergraduate degree, have a lower management level jobs, and had income in the range of 25,000 -35,000 baht per month.. In addition, the findings also revealed that the first three marketing factors influencing the decision of the respondents to choose low-cost airlines were low price, direct flight, and online system.

Keywords: decision to choose, marketing factors, low-cost airlines

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Authors: Morteza Hamidpour, Kambeez Shahroudi

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The aim of this research was to identify the factors affecting the measurement and management of marketing performance in Iran's airports and air navigation companies (Economics in Air and Airport Transport). This study was exploratory and used a qualitative content analysis technique. The study population consisted of university professors in the field of air transportation and senior airport managers, with 15 individuals selected as samples using snowball technique. Based on the results, 15 main indicators were identified for measuring the marketing performance of Iran's airports and air navigation companies. These indicators include airport staff, general and operational expenses, annual passenger reception capacity, number of counter receptions and passenger dispatches, airport runway length, airline companies' loyalty to using airport space and facilities, regional market share of transit and departure flights, claims and net profit (aviation and non-aviation). By keeping the input indicators constant, the output indicators can be improved, enhancing performance efficiency and consequently increasing the economic situation in air transportation.

Keywords: air transport economics, marketing performance management, marketing performance input factors, marketing performance intermediary factors, marketing performance output factors, content analysis

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Authors: Manzoor Ahmad

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The rapid advancement of mobile technology has transformed the way businesses engage with consumers, making mobile marketing a crucial strategy for organizations worldwide. This paper presents a comprehensive study on the adoption of mobile marketing in Pakistan, aiming to provide valuable insights into the current landscape, challenges, and opportunities in this emerging market. To achieve this objective, a mixed-methods approach was employed, combining quantitative surveys and qualitative interviews with industry experts, marketers, and consumers. The study encompassed a diverse range of sectors, including retail, telecommunications, banking, and e-commerce, ensuring a comprehensive understanding of mobile marketing practices across different industries. The findings indicate that mobile marketing has gained significant traction in Pakistan, with a growing number of organizations recognizing its potential for reaching and engaging with consumers effectively. Factors such as increasing smartphone penetration, affordable data plans, and the rise of social media usage have contributed to the widespread adoption of mobile marketing strategies. However, several challenges and barriers to mobile marketing adoption were identified. These include issues related to data privacy and security, limited digital literacy among consumers, inadequate infrastructure, and cultural considerations. Additionally, the study highlights the need for tailored and localized mobile marketing strategies to address the diverse cultural and linguistic landscape of Pakistan. Based on the insights gained from the study, practical recommendations are provided to support organizations in optimizing their mobile marketing efforts in Pakistan. These recommendations encompass areas such as consumer targeting, content localization, mobile app development, personalized messaging, and measurement of mobile marketing effectiveness. This research contributes to the existing literature on mobile marketing adoption in developing countries and specifically sheds light on the unique dynamics of the Pakistani market. It serves as a valuable resource for marketers, practitioners, and policymakers seeking to leverage mobile marketing strategies in Pakistan, ultimately fostering the growth and success of businesses operating in this region.

Keywords: mobile marketing, digital marketing, mobile advertising, adoption of mobile marketing

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Authors: B. Schmid, C. Kexel, E. Djafarova

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Understanding consumers is elementary for practitioners in marketing. Consumers of sports events, the sports spectators, are a particularly complex consumer crowd. In order to identify and define their profiles different segmentation approaches can be found in literature, one of them being multidimensional segmentation. Multidimensional segmentation models correspond to the broad range of attitudes, behaviours, motivations and beliefs of sports spectators, other than earlier models. Moreover, in sports there are some well-researched disciplines (e.g. football or North American sports) where consumer profiles and marketing strategies are elaborate and others where no research at all can be found. For example, there is almost no research on athletics spectators. This paper explores the current state of research on sports spectators segmentation. An in-depth literature review provides the framework for a spectators segmentation in athletics. On this basis, additional potential consumer groups and implications for social media marketing will be explored. The findings are the basis for further research.

Keywords: multidimensional segmentation, social media, sports marketing, sports spectators segmentation

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Authors: Sedat Cereci

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This study investigates character of communication, evaluates communication and information need of people, handles relation between communication and contemporary technology, and emphasizes technological lack on communication education in many societies. To get information and communication are of main needs of people and people developed different instruments and technics to learn and to communicate in the past. Because of social need, communication became social matter and governments contributed facilities of communication and set communication places for people to meet and to communicate. Industrial Revolution and technological developments also contributed communication technics and proved numerous technological facilities for communication. Education in the world also use developed technology in any department and communication education especially necessities high technological facilities in schools. Many high schools and universities have communication departments and most of them use contemporary technological facilities, but they are not sufficient. Communication departments in educational organizations in Turkey have computer classrooms, monitors, cameras, microphones, telephones, different softwares, and others. However, despite all this, technological facilities and teaching methods are not sufficient because of contemporary developments. Technology develops rapidly due to hopes of people and technological facilities in education cannot catch developments and people always hope more.

Keywords: information, communication education, technology, technological lack, contemporary conditions, technics

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Authors: Nduduzo Andrias Ngxongo, Nsizwazikhona Simon Chili

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This analytical exploration illustrates how the non-existence of a proper marketing strategy for a tourism destination may have resulted in a radical decline in both financial outputs and visitor arrivals. The marketing strategy is considered as the foundation for any tourism destination’s marketing tactics. Tourism destinations are ought to have dynamic and adaptive marketing strategies that will develop a promotional approach to help the destination to gain market share, identify its target markets, stay relevant to its existing clients, attract new visitors, and increase profits-earned. Accordingly, the Moses Mabhida Stadium (MMS), one of the prominent tourist attractions in KwaZulu-Natal; boasting a world-class architectural design, several international prestigious awards, and vibrant, adventurous activities, has in recent years suffered a gradual slump in both visitors and profits. Therefore, the basis of this paper was to thoroughly establish precisely how the existing MMS marketing strategy may be a basis for a decline in the number of visitors and profits-earned in recent years. The study adopted mixed method research strategy, with 380 participants. The outcome of the study suggests some costly disparities in the marketing strategy of MMS which has led to poor performance and a loss in tourism market share. In consequence, the outcome further suggests that the non-existence of market research analysis and destination marketing tools contributed vastly to the in-progress dilemma. This fact-finding exploration provides a birds-eye outlook of MMS marketing strategy, and based on the results, the study recommends for the introduction of a more far-reaching and revitalising marketing strategy through; constant and persistent market research initiatives, minimal political interference in the administration of state-funded organisations, reassessment of the feasibility study, vigorous, and sourcing of proficient personnel.

Keywords: tourism, destination, marketing , marketing strategy

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Authors: Nasir Ullah

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Marketing strategies are important factors in the success of a company. Local pharmaceutical companies in Pakistan face several issues, such as low-level budgets, lack of skilled human resources, and challenges to competing with multinational competitors that have negative impacts on their success. However, still there exist local companies with great levels of success in the pharmaceutical sector. This study aims to evaluate the marketing strategies of successful local companies in the pharmaceutical sector of Khyber Pakhtunkhwa, Pakistan. The study employed a constructivist approach to know about successful strategies of the marketing managers that worked well. For this purpose, in-depth interviews were conducted with marketing managers of four pharmaceutical companies which were deemed as successful on the basis of their annual target achievements. Thematic analysis was conducted using Nvivo to devise major themes from the collected data. Four major themes or successful strategies were identified. These are i) share in the profit to marketing and sales staff, ii) invitation to the doctors for participation in free medical camps and health awareness seminars, iv) incentives for the Doctors and retailers, v) utilization of traditional capital (local social relationships) by the marketing officers. The study concludes that profit share to the employees, valuing doctors through their involvement and utilization of traditional capital are the successful marketing strategies of the successful pharmaceutical companies in the Pakhtun society of Pakistan. The study suggests hiring local staff that can utilize their traditional capital to influence doctors' decisions regarding the prescription of their medicine to the patients. The study also suggests profit share or increased bonuses to the marketing and sales staff as a measure of success.

Keywords: successful marketing strategies, pharmaceutical industry, traditional social capital, local companies

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Authors: Haci Halil Baser, Nurullah Ekmekci, Muammer Zerenler

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In the age of environmental concerns increasingly becoming more important, consumer attitudes towards environmentally sensitive products attract attention. Threats to the health and the environment are important factors for consumers to tend to eco-friendly practices and products. In this regard, it is seen positive increases in the tendency to consume organic food and recyclable products. Choosing products, selecting manufacturers and sellers have gained more importance because of increasing consumers' environmental concerns. In this case, it is very important for businesses to act eco-friendly approach in marketing. Green marketing has gained importance and became a concept that manufacturers' agenda by environmental understanding. Although the green marketing activities are common worldwide, studies on consumer perceptions and preferences are unsatisfactory in the literature. In this regard, this study aims to investigate the tendency of consumers to prefer eco-friendly products under the green marketing activities. In the frame of this information and the purpose of the study described above, the survey method has been used in the study. The obtained data have been analyzed through SPSS 20.0 software package, hypothesizes have been tested and suggestions have been made.

Keywords: eco-friendly product, environmental concerns, green consumption, green marketing

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Authors: Anka Gorgiev, Chris Martin, Nikolaos Dimitriadis, Dimitrios V. Nikolaidis

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This paper is part of a doctoral research study aimed to identify behavioral indicators for the existence of the new marketing paradigm. Neuromarketing is becoming a growing trend in the marketing industry worldwide and it is capturing a lot of interest among the members of academia and the practitioner community. However, it is still not very clear how big of an impact neuromarketing might have in the following years. In an effort to get closer to an answer, this study investigates behavioral intentions and willingness to adopt neuromarketing and its practices by the marketing professionals, including academics, practitioners, students, researchers, experts and journal editors. The participants in the study include marketing professionals at different levels of neuromarketing fluency with residency in the United States of America and the South East Europe. The total of 19 participants participated in the interviews, all of whom belong to more than one group of marketing professionals. The authors use qualitative research approach and open-ended interview questions specifically developed to assess ideas, beliefs and opinions that marketing professionals hold towards neuromarketing. In constructing the interview questions, the authors have used the theory of planned behavior, the prototype willingness model and the technology acceptance model as a theoretical framework. Previous studies have not explicitly investigated the behavioral intentions of marketing professionals to engage in neuromarketing behavior, which is described here as a tendency to apply neuromarketing assumptions and tools in usual marketing practices. This study suggests that the marketing professionals believe that neuromarketing can contribute to the business in a positive way and outlines the main advantages and disadvantages of adopting neuromarketing as identified by the participants. In addition, the study reveals an emerging image of an exemplar company that is perceived to be using neuromarketing, including the most common characteristics and attributes. These findings are believed to be crucial in facilitating a way for neuromarketing field to have a broader impact than it currently does by recognizing and understanding the limitations that such exemplars imply and how that has an effect on the decision-making of marketing professionals.

Keywords: behavioral intentions, marketing paradigm, neuromarketing adoption, theory of planned behavior

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Authors: Ahcene Boucied

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In this paper, a case study is conducted to analyze the effectiveness of web pages designed in Barbados for the tourism and hospitality industry. The assessment is made from two perspectives: to understand how the Barbados’ tourism industry is using the web, and to identify the effect of information technology on economic issues. In return, this is used: (a) to provide interested parties with accurate information and marketing insight necessary for decision making for electronic commerce/e-commerce, and (b) to demonstrate pragmatic difficulties in searching and designing web pages.

Keywords: segmentation, tourism stakeholders, destination marketing, case study

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Authors: Ipek Krom, Nurdan Tumbek Tekeoglu

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In our globalizing world increased competition between cities have resulted in expanding investments in marketing activities. In order to promote tourism and reinvestments, the cities have been using marketing activities to create more attractive sites and make use of their resources more efficiently. In becoming a branded city marketing activities play a major role in building brand value, which in turn results in the attraction of newcomers, revisits, settlements, reinvestments and the development of the city. This paper focuses on the Istanbul brand, which carries an important role in the promotion of Turkey as being its cultural, economic and financial center. As one of the most historical and appealing metropolitans in the world with remains of ancient civilizations, Istanbul has attracted 11 million 843 thousand tourists in 2014. Increasing number of marketing activities developed by numerous actors of private and public sector are among the reasons why tourists prefer Istanbul. Among these reasons we can list the increasing number of hotels, developed infrastructure and better transportation, modern shopping malls, international festivals, exportation of Turkish TV series, gastronomy investments, congress tourism, health tourism, student exchange programs, expatriation opportunities, recreational activities and new tourism destinations. In this paper we explore the marketing activities in Istanbul in order to make the city of the most visited metropolitans in the world. Decision making people in the tourism sector have been interviewed to provide better insight to the addressed topics.

Keywords: brand cities, marketing, tourism in istanbul, tourism marketing

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Authors: Lincoln Panjaitan, Antonius Sumarlin

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The development of property businesses in the metropolitan area is growing rapidly forcing big real estate developers to come up with various strategies in winning the heart of consumers. This empirical research is focusing on how the two schools of marketing thoughts; namely, Modern and postmodern marketing employed by the preceding developers to retain consumers’ commitment toward their prospective brands. The data was collected from three different properties of PT. Intiland Tbk using accidental sampling technique. The data of 600 respondents was then put into Structural Equation Model (SEM). The result of the study suggests that both schools of thought can equally produce commitment and loyalty of consumers; however, the difference lays where the loyalty belongs to. The first is more toward developer’s brand and the latter is more toward the co-creation value of the housing community.

Keywords: consumer loyalty, consumer commitment, knowledge sharing platform, marketing mix

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Authors: Siri-Orn Champatong

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The objectives of this research were to study the attitude of service marketing mix that affected the decision making behavior to use fitness service in case of the fitness in Thailand. This study employed by survey research and questionnaire was used to collect the data from 400 of consumers who have used the service and interested in using the service in the future. The descriptive statistics and multiple regression analysis were used to analyze data. The results revealed that the attitude toward overall marketing mix was at moderate level. For particulars, attitude toward product and service aspects were at good level, however, attitude toward price, place, promotion, people, physical evidence and service quality aspects were at moderate level. The hypothesis testing results showed that attitude toward each aspect affected word of mouth, however, attitude toward product and service, place, promotion, people and physical evidence affected tendency to use fitness service at .05 statistically significant level.

Keywords: decision making behavior, fitness, marketing mix, marketing service

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Authors: Yichen Lin, Hsiao-Han Chen, Chi-Chen Jan

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Since 1990, the research area of Integrated Marketing Communications (IMC) has been presented from a different perspective. With advances in information technology and the rise of consumer consciousness, businesses are in a competitive environment. There is an urgent need to adopt more profitable and effective integrated marketing strategies to increase core competitiveness. The goal of the company's sustainable management is to increase consumers' willingness to purchase and to maximize profits. This research uses six aspects of IMC, which includes awareness integration, unified image, database integration, customer-based integration, stakeholders-based integration, and evaluation integration to examine the role of marketing strategies in the strengths and weaknesses of the six components of integrated marketing communications, their effectiveness, the most important components and the most important components that need improvement. At the same time, social media such as FaceBook, Instagram, Youtube, Line, or even TikTok have become marketing tools which firms adopt them more and more frequently in the marketing strategy. In the end of 2019, the outbreak of COVID-19 did really affect the global industries. Lockdown policies also accelerated closure of brick-mentor stores worldwide. Online purchases rose dramatically. Hence, the effectiveness of online marketing will be essential to maintain the business. This study uses multiple-case studies to extend the effects of social media and IMC. Moreover, the study would also explore the differences of social media and IMC during COVID-19. Through literature review and multiple-case studies, it is found that using social media combined with IMC did really help companies expand their business and make good connections with stakeholders. One of previous studies also used system theory to explore the interrelationship among Integrated Marketing Communication, collaborative marketing, and global brand building. Even during pandemic, firms could still maintain the operation and connect with their customers more tightly.

Keywords: integration marketing communications, multiple-case studies, social media, system theory

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Authors: Fatima El Kandoussi, Lamiae El Hdiddioui, Mustapha Bouragba

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The woodwork of thuja in Essaouira is one of the main crafts in Morocco. Certainly, marquetry reflects both cultural and artistic identity of the city, considering the talent and ancestral knowledge of craftsman working in marquetry. Yet, the production units encounter a considerable number of difficulties among which insufficiencies within marketing practices. Consequently, it is obvious that major improvements are needed, and supportive solutions must be provided in order to improve the Essaouira’s marquetry, as a symbol of the entire province. Thus, the establishment of Thuja Label is a necessary measure that would be the key to ensuring sustainability of this vital craft. The main purpose of this paper is to study marketing practices’ current state of the production units in the marquetry of Essaouira, therefore to recommend remedial actions likely to raise them up to the required functional level.

Keywords: craft, marketing practices, marquetry, thuja label

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Authors: Chi-Ying Yu

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Fashion design is, in fact, an aesthetic inquiry of fabric, style and human body. In recent years, close cooperation between the artistic circles and the fashion world has even brought fashion into the arena of contemporary art. This study offers a case study on the avant-garde fashion designer Alexander McQueen, investigating how he and his brand translate fashion into contemporary art at various levels. Firstly, in terms of his designs themselves, McQueen demonstrates through fashions his declarations on political and gender issues, demonstrating his unique barbarian aesthetics and creating an enchanting sublimity. Secondly, McQueen extends his fashion aesthetics into a cross-disciplinary performing method, and raises catwalk shows to the level of complete artistic experience. Finally, and also most importantly, the brand has been producing fashion movies for its seasonal design series. By means of an abstract, non-narrative visual language, these films essentially transform people’s experience of clothing – from the senses to the pure visual. This is not simply a cross-media artistic practice, but much more fundamentally a discourse on contemporary perceptual experience. From the case of Alexander McQueen, it can be argued that avant-garde fashion has broken through the boundary between design and art, issuing its own art manifesto through the field of art or non-art.

Keywords: Alexander McQueen, avant-garde fashion, contemporary art, fashion film

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Authors: Narendra Babu Bommenahalli Veerabhadrappa

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Teaching sustainability concepts along with profit maximizing philosophy of business in management education is a challenge. This paper explores and evaluates various learning models to inculcate sustainability concepts in management education. The paper explains about a new pedagogy that was tested in a business management school (Indus Business Academy, Bangalore, India) to teach sustainability. The pedagogy was designed by intertwining concepts related to sustainability with digital marketing concepts. As part of this experimental method, students (in groups) were assigned with various topics of sustainability and were asked to work with concepts of digital marketing and thus market the concepts of sustainability. The paper explains as a case study as to how sustainability was integrated with digital marketing tools and how learning towards sustainability was facilitated. It also explains the outcomes of this pedagogical method, in terms of inculcating sustainability concepts amongst management students as well as marketing and proliferation of sustainability concepts to bring about the behavioral changes amongst target audience towards sustainability.

Keywords: management-education, pedagogy, sustainability, behavior

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Authors: Rik van Leeuwen, Ger Koole

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Within hospitality, marketing departments use segmentation to create tailored strategies to ensure personalized marketing. This study provides a data-driven approach by segmenting guest profiles via hierarchical clustering based on an extensive set of features. The industry requires understandable outcomes that contribute to adaptability for marketing departments to make data-driven decisions and ultimately driving profit. A marketing department specified a business question that guides the unsupervised machine learning algorithm. Features of guests change over time; therefore, there is a probability that guests transition from one segment to another. The purpose of the study is to provide steps in the process from raw data to actionable insights, which serve as a guideline for how hospitality companies can adopt an algorithmic approach.

Keywords: hierarchical cluster analysis, hospitality, market segmentation

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Authors: Siri-Orn Champatong

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This research aimed to study the relationship between attitudes toward marketing mix and customers’ repurchase intention of Thai dessert in case of Ekachai Salee Suphan’s shop in Thailand. This study employed by survey and quantitative research and the questionnaire was used to collect the data from 385 sampled of customers who visited at Ekachai Salee Suphan's shop in Thailand. The descriptive statistics and Pearson’s correlation coefficient analysis was used to analyze data. The research found that the customers’ perception on the overall and individual aspects of attitudes toward marketing mix include products, prices, promotions, and physical characteristics were at very good level, but distribution channels, staffs, and management process were at good level. Furthermore, the hypothesis tests found that attitudes toward overall marketing mix had relationship with individual aspects of intention that were the repurchase intention, willingness to recommend others to repurchase, and possibility to repurchase with statistical significance level of 0.01.

Keywords: intention, repurchase, service marketing mix, Thai dessert

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Authors: Oluwatosin Oyewale

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This research work seeks to take technology used for business systems as a product that requires marketing activities. Technology is invented and innovated upon in developed countries and are introduced into Africa through marketing activities. Businesses in Africa now adopt this technology for global competitiveness and hitherto unemployed but educationally advantaged people are trained in handling and utilising the technology. The aim of this study is to examine how marketing activities make this technology help in solving the unemployment problem in Africa. The areas of study are both the premier local government and the local government of the industrial haven in Ogun State, Nigeria. Area or cluster sampling technique was employed and Questionnaires were administered to two hundred respondents in the areas of study. Findings revealed that marketing has contributed to the promotion of technology; thereby making businesses globally competitive. In addition, technology has helped in reducing unemployment in developing countries. Recommendations are that training programmes that will address existing knowledge gap in technology utilisation needs to be conducted for the labour force in Africa. Moreover, adequate power supply that will aid effective utilisation of these technologies needs to be put in place by the government in these various African countries.

Keywords: marketing, unemployment, problem, panacea

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Authors: Izzudin Busnaina

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An important question for marketers in the international arena is whether the consumer’s responses (i.e., sentiment and behavioral aspects) toward the global marketing programs in developing countries depend on culture. In a study representing a large sample of consumers and four different home appliances country-of-origin global operators in Libya, the author explores the potential role of culture on Arab consumers' responses toward foreign marketing programs. Results indicate that although the foreign companies have a tendency to adopted standardization perspective, this does not impact on consumers’ responses in a single cultural context toward marketing. The findings reveal that buying behavior was more a function of individual difference than of national cultural context. Further, the results suggest that for mainstream home appliances, segmenting on the basis of nationality is probably unnecessary and that a standardized approach would likely be successful across an increasingly relevant Arab world; and that continuing perceptions of Arab insularity are likely to be misplaced. Faced with the effectiveness of globally efficient marketing programs, local manufacturers would need to work hard to identify particular niche segments where a culturally-specific appeal might be more successful.

Keywords: arab world, buyer’s characteristics, consumer behavior, home appliances, marketing program

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Authors: Venugopal Kummamuru

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Corporate Governance (CG) is of utmost importance for running a company ethically. It is essential for the growth and success of the corporation. It is intended to increase the accountability of an organization to the larger context of the business environment. The general principles of CG include and are related to Shareholder recognition, Stakeholder interests, and focus on Corporate Social Responsibility (CSR), Clear Board responsibilities, Ethical behavior, and Business transparency. Network Marketing Organizations (NMOs) focus on marketing through direct-sales using people who are associated with the organization but are not their employees. This paper tries to study the importance of Ethics and CSR in an NMO and suggest a basic guideline for CG in NMO(s). This paper could be used as a basis or starting point for conducting an in-depth research to understand the difference in CG practices between NMO(s) and other organizations and define a standard set of guidelines for CG practice.

Keywords: corporate governance, corporate responsibility, direct selling, network marketing

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Authors: Shih-Ting Fu

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This study aimed to investigate the influence of influencer marketing on fan satisfaction, purchase intention, and team identification. The research employed a questionnaire survey targeting the Chinese Professional Baseball League (CPBL). The sample included 205 participants, encompassing both existing CPBL fans and individuals with no prior baseball viewing habits. The survey assessed the impact of influencer marketing on participants' knowledge, attitudes, and behaviors related to the CPBL. Additionally, it evaluated team identification, fan satisfaction, and purchase intention. Data analysis using SPSS software aimed to identify correlations and effects among the variables. Findings revealed that influencer marketing has a significant positive impact on fan satisfaction, purchase intention, and team identification. Notably, further analysis indicated that the personal characteristics and charisma of influencers significantly influenced fans' perceptions, leading to increased purchase intention and satisfaction. This effect was even stronger than the influence of influencers' expertise and information dissemination regarding sports events or products.

Keywords: influencer marketing, fan satisfaction, team identification, purchase intention, Chinese professional baseball league (CPBL)

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Authors: Tsung-Han Lin, Chia-Han Yang

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Recently, it’s obvious that many hotels not only provide customized service, but offer local culture to give customers different experiences. Luxury decoration and fancy equipment are not enough anymore. Customers expect that hotels not just as an accommodation, but connecting to their trips. Therefore, culture becomes significant when developing marketing strategy for hotels. Tainan, located in south of Taiwan, is the city full of culture that some hospitality industries promote their hotels exactly base on culture. Historic Tainan (台南; táinán), is a city of ancient monuments, delicious food and, above all, temples: there are more gods worshipped and more festivals and rituals observed in Tainan than in any other place in Taiwan. The oldest and most absorbing parts of Tainan are historic Anping, on the west side of town by the sea, and the cultural zones in the heart of the old city; the latter were created specifically to make things easier for visitors, with city information, signs and maps tailored to each zone and well-marked in English. The Chihkan, Dong-an Fang, Five Canals and Confucius Temple cultural zones contain the richest concentration of sights – reckon on spending at least two days to do them justice. As a result, the study aims to analyze the significance of culture on marketing strategies and C and H two hotels in Tainan city as case studies conducting the comparison of cultural marketing and experience marketing to provide a framework for hotels to develop their marketing strategies.

Keywords: cultural marketing, hospitality, historical city, Tainan city

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Authors: Paulina Solórzano Salgado, Luis Rodrigo Valencia Pérez, Alberto de Jesús Pastrana Palma

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In this research, it is presented a digital maturity framework, which contributes to the development of small and medium-sized enterprises (SMEs) in the commercial sector. This proposal is based on three important concepts: Marketing activities in the enterprise, information and communication technologies ICT, as well as Innovation. Prior to the development of this framework, was formulated a quantitative assessment tool through a literature review, and was validated with a method used by experts, and which determines the relationship of digital marketing and innovation activities in companies. The instrument was applied to 64 Mexican companies from the Made in Mexico database, which allowed both descriptive results and correlation results. These contributed to the development of the methodology, and confirming that the management of digital marketing has a positive relation with innovation activities of companies. Also, that analytics in digital marketing is a source for its development. In this paper, the management stages and activities are presented to be developed by companies in order to generate knowledge, which will allow them to reach its digital maturity.

Keywords: digital marketing, digital maturity, innovation, SMEs

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Authors: Van Huong Mai, Kanokwan Nithiratphat, Adool Booncham

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The Movement of Contemporary Life consisted of two purposes, which were to study the movement and development of the modern life and to create the visual arts, which were paintings expressed via the form of apartment buildings was used from mixed media (digital printing and acrylic painting on canvas) which conveyed the rapid pace of modern life leading to diverse movements in viewer’s feeling. The operation of this creation was collected field data, documentary data, and influence from creative work. The data analysis was analyzed in order to theme, form, technique, and process to satisfy of concept and special character of the pieces.

Keywords: movement, contemporary life, visual art, acrylic painting, digital art, urban space

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Authors: Zorana Sokol Gojnik, Igor Gojnik, Marina Simunic Bursic

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The light is one of the major themes of theology of sacred space. Christian theology, but also architecture in its complexity, is permeated by the symbolism of light from its beginning. The aim of this paper is to deeply analyse the symbolism of light in every single element of contemporary Christian sacred space such as altar, ambo, baptistery, tabernacle, confessionals, stations of the cross, etc. The research will be carried out using the methodology of research of literature and comparatively observation of contemporary examples of sacred architecture. The research will use the insights of analyzed literature and examples of sacred architecture in order to describe the background of the problem as well as to complement the received results with the reliable scientific findings. The paper will highlight the importance of symbolic and theological points of view in contemporary church design using the light as a building part of every single part of sacred architecture as there is an insight that, in contemporary sacred architecture, there is a lack of understanding of symbolic and theological aspect of light while designing new sacred spaces.

Keywords: architecture, liturgy, sacred architecture, theology of space

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Authors: J. Santos, A. Gomes, G. Goncalves

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Organizations have increased the debate on the importance of symbolic aspects need to humanize, based on trust. A strong connection with the cultural guidance is key to determine the success of any company since it guarantees its recognition and increased productivity. This way, the quality of an organization relies essentially on its collaborators; on the way, they feel the company as their own. The changes imposed on public institutions try to fit some management practices of the private sector, to the public organizations. Currently, all efforts are aimed to increase competitiveness and promoting a better organizational performance, which leads to an increased the importance of human assets in organizations. A particular interest is the internal marketing since it has a relevant role in the development of employees. This research aimed to describe and identify how internal marketing contributes to explain organizational commitment. A quantitative analysis was done with a sample of 600 workers from public organizations, collected through a questionnaire composed of two scales that allowed the analysis of each of the constructs. The results show explanatory contribution of internal marketing practices on affective and normative commitment, through written information. By the results, workers are committed to the organizations.

Keywords: internal marketing, organizational commitment, public institutions, Portuguese

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Authors: Amizawati Mohd Amir, Ruhanita Maelah, Zaidi Mohd Noor

Abstract:

As part of the Malaysia Higher Institutions' Strategic Plan in promoting high-quality research and education, the Ministry of Higher Education has introduced various instrument to assess the universities performance. The aims are that university will produce more commercially-oriented research and continue to contribute in producing professional workforce for domestic and foreign needs. Yet the spirit of the success lies in the commitment of university particularly the academic staff to translate the vision into reality. For that reason, the element of fairness and justice in assessing individual academic staff performance is crucial to promote directly linked between university and individual work goals. Focusing on public research universities (RUs) in Malaysia, this study observes at the issue through the practice of university contemporary performance measurement system. Accordingly management control theory has conceptualized that contemporary performance measurement consisting of three dimension namely strategic, comprehensive and dynamic building upon equity theory, the relationships between contemporary performance measurement system and organizational justice and in turn the effect on academic staff work performance are tested based on online survey data administered on 365 academic staff from public RUs, which were analyzed using statistics analysis SPSS and Equation Structure Modeling. The findings validated the presence of strategic, comprehensive and dynamic in the contemporary performance measurement system. The empirical evidence also indicated that contemporary performance measure and procedural justice are significantly associated with work performance but not for distributive justice. Furthermore, procedural justice does mediate the relationship between contemporary performance measurement and academic staff work performance. Evidently, this study provides evidence on the importance of perceptions of justice towards influencing academic staff work performance. This finding may be a fruitful input in the setting up academic staff performance assessment policy.

Keywords: comprehensive, dynamic, distributive justice, contemporary performance measurement system, strategic, procedure justice, work performance

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