Search results for: marketing mixes

Authors: Nugzar Todua, Charita Jashi

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This paper is focusing on the attitude of Georgian consumers toward social media, influence of social media on consumer buying behavior. The purpose of this paper is to explore the impact and usage of social media marketing strategies for Georgian companies and consumers in the new reality of Georgia. There is a lack of research on social media marketing in Georgia, especially the topic which analyzes the possible purchase influence of consumers. The result of marketing research has revealed that social webs are mostly used by Georgian consumers, but they have little impact on the buying decision. The research method was exploratory in nature in the sense that there is no previous academic research about consumers’ attitude towards social media marketing.

Keywords: marketing research, purchasing behavior, social media marketing, social networking sites

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Authors: Upasana Pattnaik, Akshaya Kumar Sabat

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The compaction properties, unconfined compressive strength (UCS), soaked California bearing ratio (CBR), hydraulic conductivity, and swelling pressure of lime stabilized expansive soil-shredded waste tyre mixes have been discussed in this paper. Shredded waste tyres, passing 4.75 mm Indian Standard (IS) sieve and retained on 75µ IS sieve have been used in the experimental programme. First of all expansive soil-shredded waste tyre mixes were prepared by adding shredded waste tyre from 0 to 20% at an increment of 5%.Standard Proctor compaction, UCS and soaked CBR tests were conducted on these mixes. The optimum percentage of shredded waste tyre found out was 10%.In the second phase of the experiment, lime was added to sample having optimum percentage of expansive soil and shredded waste tyre from 2 to 6% at an increment of 1%.Compaction, UCS, soaked CBR, hydraulic conductivity, and swelling pressure tests were conducted on lime stabilized expansive soil-shredded waste tyre mixes. The optimum percentage of lime for stabilization was found out to be 5%.At the optimum percentage of lime the stabilized expansive soil-shredded waste tyre mix had increased strength, reduced hydraulic conductivity and swelling pressure.

Keywords: expansive soil, hydraulic conductivity, lime, shredded waste tyre, soaked california bearing ratio

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Authors: K. Matušínská, H. Starzyczná, M. Stoklasa

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The paper deals with finding and describing of the effective marketing communication forms relating to the segment 50+ in the financial market in the Czech Republic. The segment 50+ can be seen as a great marketing potential in the future but unfortunately the Czech financial institutions haven´t still reacted enough to this fact and they haven´t prepared appropriate marketing programs for this customers´ segment. Demographic aging is a fundamental characteristic of the current European population evolution but the perspective of further population aging is more noticeable in the Czech Republic. This paper is based on data from one part of primary marketing research. Paper determinates the basic problem areas as well as definition of marketing communication in the financial market, defining the primary research problem, hypothesis and primary research methodology. Finally suitable marketing communication approach to selected sub-segment at age of 50-60 years is proposed according to marketing research findings.

Keywords: population aging in the Czech Republic, segment 50+, financial services, marketing communication, marketing research, marketing communication approach

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Authors: Juan A. Ferriz-Papi, Simon Thomas

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The construction industry generates large amounts of waste, usually mixed, which can be composed of different origin materials, most of them catalogued as non-hazardous. The European Union targets for this waste for 2020 have been already achieved by the UK, but it is mainly developed in downcycling processes (backfilling) whereas upcycling (such as recycle in new concrete batches) still keeps at a low percentage. The aim of this paper is to explore further in the use of recycled aggregates from construction and demolition waste (CDW) in concrete mixes so as to improve upcycling. A review of most recent research and legislation applied in the UK is developed regarding the production of concrete blocks. As a case study, initial tests were developed with a CDW recycled aggregate sample from a CDW plant in Swansea. Composition by visual inspection and sieving tests of two samples were developed and compared to original aggregates. More than 70% was formed by soil waste from excavation, and the rest was a mix of waste from mortar, concrete, and ceramics with small traces of plaster, glass and organic matter. Two concrete mixes were made with 80% replacement of recycled aggregates and different water/cement ratio. Tests were carried out for slump, absorption, density and compression strength. The results were compared to a reference sample and showed a substantial reduction of quality in both mixes. Despite that, the discussion brings to identify different aspects to solve, such as heterogeneity or composition, and analyze them for the successful use of these recycled aggregates in the production of concrete blocks. The conclusions obtained can help increase upcycling processes ratio with mixed CDW as recycled aggregates in concrete mixes.

Keywords: aggregates, concrete, concrete block, construction and demolition waste, recycling

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Authors: K. Matušínská, H. Starzyczná, M. Stoklasa

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The paper deals with behaviour of the segment 50+ in the financial market in the Czech Republic. This segment could be said as the strong market power and it can be a crucial business potential for financial business units. The main defined objective of this paper is analysis of the customers´ behaviour of the segment 50-60 years in the financial market in the Czech Republic and proposal making of the suitable marketing approach to satisfy their demands in the area of product, price, distribution and marketing communication policy. This paper is based on data from one part of primary marketing research. Paper determinates the basic problem areas as well as definition of financial services marketing, defining the primary research problem, hypothesis and primary research methodology. Finally suitable marketing approach to selected sub-segment at age of 50-60 years is proposed according to marketing research findings.

Keywords: population aging in the Czech Republic, segment 50-60 years, financial services marketing, marketing research, marketing approach

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Authors: Mojtaba Molaahmadi, Morteza Raei Dehaghi, Abdolrahim Arghavan

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The present study aims to explore the effect of computerization on marketing performance in Snowa Company. In other words, this study intends to respond to this question that whether or not there is a relationship between utilization of computerization in marketing activities and marketing performance. The statistical population included 60 marketing managers of Snowa Company. In order to test the research hypotheses, Pearson correlation coefficient was employed. The reliability was equal to 96.8%. In this study, computerization was the independent variable and marketing performance was the dependent variable with characteristics of market share, improving the competitive position, and sales volume. The results of testing the hypotheses revealed that there is a significant relationship between utilization of computerization and market share, sales volume and improving the competitive position

Keywords: computerization, e-marketing information, information technology, marketing performance

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Authors: Mohamed Sifan, Brabha Nagaratnam, Julian Thamboo, Keerthan Poologanathan

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Ultra high performance concrete (UHPC) is a type of cementitious material known for its exceptional strength, ductility, and durability. However, its production is often associated with high costs due to the significant amount of cementitious materials required and the use of fine powders to achieve the desired strength. The aim of this research is to explore the feasibility of developing cost-effective UHPC mixes using locally available materials. Specifically, the study aims to investigate the use of coarse limestone sand along with other sand types, namely, basalt sand, dolomite sand, and river sand for developing UHPC mixes and evaluating its performances. The study utilises the particle packing model to develop various UHPC mixes. The particle packing model involves optimising the combination of coarse limestone sand, basalt sand, dolomite sand, and river sand to achieve the desired properties of UHPC. The developed UHPC mixes are then evaluated based on their workability (measured through slump flow and mini slump value), compressive strength (at 7, 28, and 90 days), splitting tensile strength, and microstructural characteristics analysed through scanning electron microscope (SEM) analysis. The results of this study demonstrate that cost-effective UHPC mixes can be developed using locally available materials without the need for silica fume or fly ash. The UHPC mixes achieved impressive compressive strengths of up to 149 MPa at 28 days with a cement content of approximately 750 kg/m³. The mixes also exhibited varying levels of workability, with slump flow values ranging from 550 to 850 mm. Additionally, the inclusion of coarse limestone sand in the mixes effectively reduced the demand for superplasticizer and served as a filler material. By exploring the use of coarse limestone sand and other sand types, this study provides valuable insights into optimising the particle packing model for UHPC production. The findings highlight the potential to reduce costs associated with UHPC production without compromising its strength and durability. The study collected data on the workability, compressive strength, splitting tensile strength, and microstructural characteristics of the developed UHPC mixes. Workability was measured using slump flow and mini slump tests, while compressive strength and splitting tensile strength were assessed at different curing periods. Microstructural characteristics were analysed through SEM and energy dispersive X-ray spectroscopy (EDS) analysis. The collected data were then analysed and interpreted to evaluate the performance and properties of the UHPC mixes. The research successfully demonstrates the feasibility of developing cost-effective UHPC mixes using locally available materials. The inclusion of coarse limestone sand, in combination with other sand types, shows promising results in achieving high compressive strengths and satisfactory workability. The findings suggest that the use of the particle packing model can optimise the combination of materials and reduce the reliance on expensive additives such as silica fume and fly ash. This research provides valuable insights for researchers and construction practitioners aiming to develop cost-effective UHPC mixes using readily available materials and an optimised particle packing approach.

Keywords: cost-effective, limestone powder, particle packing model, ultra high performance concrete

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Authors: Muhammad Awais Kiani, Maryam Kiani

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In today's digital age, the field of electronics engineering is experiencing unprecedented growth and innovation. To keep pace with this rapidly evolving industry, effective sales and marketing strategies are crucial, especially when combined with the power of e-commerce. This study explores the significance of integrating sales and marketing techniques with e-commerce platforms in the context of electronics engineering. It highlights the benefits, challenges, and best practices in leveraging e-commerce for sales and marketing in this industry. By embracing e-commerce, electronics engineering companies can reach a wider customer base, enhance brand visibility, and personalize customer experiences. Furthermore, this abstract delves into the importance of utilizing digital marketing tools such as search engine optimization (SEO), social media marketing, and content creation to optimize online sales. Therefore, this research aims to provide insights and recommendations for electronics engineering professionals to effectively navigate the dynamic landscape of sales and marketing in conjunction with e-commerce.

Keywords: electronics engineering, marketing, sales, E-commerce

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Authors: Malleshappa Japagal, Srinivas Chitragar

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The use of waste plastic in pavement is becoming important alternative worldwide for disposal of plastic as well as to improve the stability of pavement and to meet out environmental issues. However, there are still concerns on fatigue and fracture resistance of Hot Mix Asphalt with the addition of plastic waste, (HMA-Plastic mixes) and moisture damage potential. The present study was undertaken to evaluate fracture resistance of HMA-Plastic mixes using semi-circular bending (SCB) test and moisture damage potential by Indirect Tensile strength (ITS) test using retained tensile strength (TSR). In this study, a dense graded asphalt mix with 19 mm nominal maximum aggregate size was designed in the laboratory using Marshall Mix design method. Aggregates were coated with different percentages of waste plastic (0%, 2%, 3% and 4%) by weight of aggregate and performance evaluation of fracture resistance and Moisture damage was carried out. The following parameters were estimated for the mixes: J-Integral or Jc, strain energy at failure, peak load at failure, and deformation at failure. It was found that the strain energy and peak load of all the mixes decrease with an increase in notch depth, indicating that increased percentage of plastic waste gave better fracture resistance. The moisture damage potential was evaluated by Tensile strength ratio (TSR). The experimental results shown increased TRS value up to 3% addition of waste plastic in HMA mix which gives better performance hence the use of waste plastic in road construction is favorable.

Keywords: hot mix asphalt, semi circular bending, marshall mix design, tensile strength ratio

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Authors: Malki Fatima Zahra Nadia, Kellal Chaimaa, Brahimi Houria

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The world has witnessed a great revolution in to field of technology and communication, especially after the opening of markets (globalization) . Which has led to a change from traditional marketing, which depends on direct selling and buying to electronic marketing, consequently different corporation have adopted this concept so as to gain time , efforts and money for the sake of the customer’s satisfaction. It is the main reason of the study, which is to know the impact of electronic marketing on the consumer’s satisfaction in the fields of communication through practical studies of Ooredoo customer’s where the descriptive analytical method has been used with statistics to analyze the results of the survey. It concluded that e-marketing effectively contributes to customer satisfaction.

Keywords: e-marketing, consumer, consumer behavior, satisfaction

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Authors: Napoleana-Anna Chaliasou, Andrew Heath, Kevin Paine

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Fly ash-slag based Geopolymer Cement (GPC) is presenting mechanical properties and environmental advantages that make it the predominant “green” alternative to Portland Cement (PC). Although numerous life-cycle analyses praising its environmental advantages, disposal after the end of its life remains as an issue that has been barely explored. The present study is investigating the recyclability of fly ash-slag GPC as aggregate in mortars. The purpose of the study was to evaluate the effect of GPC fine Recycled Aggregates (RA), at replacement levels of 25% and 50%, on the main mechanical properties of PC and GPC mortar mixes. The results were compared with those obtained by corresponding mixes incorporating natural and PC-RA. The main physical properties of GPC-RA were examined and proven to be comparable to those of PC-RA and slightly inferior to those of natural sand. A negligible effect was observed at 28-day compressive and flexural strength of PC mortars with GPC aggregates having a milder effect than PC. As far as GPC mortars are concerned, the influence of GPC aggregates was enhancing for the investigated mechanical properties. Additionally, a screening test showed that recycled geopolymer aggregates are not prone of inducing alkali silica reaction.

Keywords: concrete recycling, geopolymer cement, fly ash, construction wastes

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Authors: Shu-Hui Chuang, Shao-Chun Chiu, Shu-Hsin Chuang

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While the marketing management literature is regarding the direct benefits of market orientation (MO) on firm value, the impact of such MO-based value co-creation remains largely an unexplored area of research. Thus, the primary objective of this study is to provide some new perspectives in examining how MO can enhance value co-creation for customers and sellers. In particular, drawing from the relational view of the firm and IT literature, we propose that the chain of MO-based co-creation of value and how adopt e-marketing systems between partners can facilitate this chain. Using data on use of the e-marketing system, we empirically validate that the sellers’ integrated MO is critical in increasing the e-marketing adoption, which in turn helps to creation co-creation value for both parties.

Keywords: market orientation, value co-creation, e-marketing system, relational view of the firm

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Authors: Mohammad Mehdizadeh

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COVID-19 forced marketers to change their marketing strategies, focusing less on reactive approaches and more on proactive approaches, primarily social media. The next few years will be dominated by employee engagement and customer experience, leading to businesses focusing more on "long-term customer relationships." A large number of marketing strategies need to be employed in an ever-evolving online environment, which is both filled with opportunities and dangers, as well as being an intimidating platform to use, incorporating new and exciting opportunities for businesses and organizations as it constantly evolves. In this article, we examine the effect of social networks on marketing in post-pandemic environments. A descriptive survey is used as the research method. The results show that social networks have a positive and significant impact on marketing in a post-pandemic environment. Among the social networks studied, Instagram, Facebook, and Twitter have the most positive effect on marketing advancement.

Keywords: COVID-19, customers, marketing, post-pandemic

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Authors: Ebru Esen, Ömer Akkaya, Nattanan Pankrobkaew

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Though the experience concept found its place in the field of marketing in 1982, it is today in front of us as an important phenomenon in understanding the consumer behaviours. In parallel with the globalization and intensification of the competition, the enterprises have been in an effort to provide unique experiences for their consumers by going beyond providing services with the products. In this context, experience-oriented marketing enables the enterprises to use the marketing strategies of providing experiences for their customers and to have advantages in terms of competition. Based on it, this article discusses the concepts of experience, experience-oriented marketing and buying behaviour of consumers as a whole, and details about the application conducted in Konya Selcuklu University.

Keywords: experience, experience marketing, buying behaviour of consumers

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Authors: Maria Bashutkina

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In seeking to identify marketing factors that influence company’s performance, product management as well as new technology configuration, this study adopts resource based theory and applies it to the Swiss watchmaking companies. This paper presents results of qualitative research based on semi-structured interviews with CEO and marketing managers among watchmaking companies. This paper provides empirical evidences illustrating the link between the use of dynamic marketing capabilities and competitive advantage. We also present a set of propositions that outline how dynamic marketing capabilities could benefit product management and technological change in the Swiss independent watchmaking company, revealing competitive advantage in the highly competitive and turbulent market.

Keywords: dynamic marketing capabilities, luxury marketing, resource based theory, product management, Swiss watchmaking

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Authors: Demet Yavuz

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Freeze-thaw cycles are one of the greatest threats to concrete durability. Lately, protection against this threat excites scientists’ attention. Air-entraining admixtures have been widely used to produce freeze-thaw resistant at concretes. The use of air-entraining agents (AEAs) enhances not only freeze-thaw endurance but also the properties of fresh concrete such as segregation, bleeding and flow ability. This paper examines the effects of air-entraining on compressive strength of concrete. Air-entraining is used between 0.05% and 0.4% by weight of cement. One control and four fiber reinforced concrete mixes are prepared and three specimens are tested for each mix. It is concluded from the test results that when air entraining is increased the compressive strength of concrete reduces for all mixes with AEAs.

Keywords: concrete, air-entraining, compressive strength, mechanical properties

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Authors: Mohammad Daud Ali

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For the past decade, marketing ethics has been a central point for academic researchers and practitioners. In particular, the development of frameworks and models to help in the analysis of marketing decisions are the focus of research. The current study aims at finding whether ethical decisions (honesty, fairness, responsibility, and respect) affect organizational marketing decisions. A selection of 250 respondents was purposely made from the telecommunication industry of Pakistan, out of which 204 responses were induced at an acceptable rate of 81.6%. A five-point Likert Scale, itemized with 12 items, was adopted from Taylor-Dunlop & Lester (2000) and used to draw responses regarding ethics.

Keywords: marketing, ethics, decisions making, telecommunication, Pakistan

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Authors: Marine Kobalava

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Modern forms of public relations function in an integrated manner together with marketing communication in business companies. This ensures continuity of communication, elimination of duplication in activities, reduction of costs, and strengthening and efficient use of communication means. There exist a number of challenges in implementing integrated forms of public relations in Georgia, especially in terms of marketing communications and strategies. Objectives: The goal of the study is to reveal public relations challenges in Georgian business companies and to develop recommendations along with perfecting marketing communications and strategies. Methodologies: Bibliographic and empirical research has been conducted. Analysis, induction, synthesis, and other methods have been used. Contributions: The challenges of Public relations in Georgia are identified; the perception of different population groups on integrated forms of PR is determined; effective forms of marketing communication are defined; mechanisms for developing marketing strategies are proposed.

Keywords: public relations, challenges, marketing communication, strategy

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Authors: Maamar Moumena

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the Follower of the movement of international competition finds that the success of Japanese companies to break into global markets and win a competitive edge and meet the challenges of this competition, due primarily to the adoption of these companies to the modern concept of marketing, and possession of sophisticated marketing systems, with a focus on pricing policy. The institution's ability to produce goods and services be limited unless accompanied by an effective marketing effort. So the satisfaction of the consumer needs efficiently and effectiveness are unwarranted economic and social presence in the market, and ensure the continuity and achieve their goals, and this can only be achieved through marketing activity, where he activity facet which translates the output of the institution and its presence in the form of financial compensation, and that the inclusion of and marketing function within the functions of the institution and awarded each of gravity reflects the extent of their importance in the conduct of the future of the institution, and depending on excellence in performance and a good application of the basic concepts of marketing and primarily make the consumer focus of attention, so the pleasing of the consumer and earn his allegiance reflects the success of an organization.

Keywords: competition, marketing, institution, consumer

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Authors: Nacim Khelil, Amar Kahil, Said Boukais

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The aim of the present study is to investigate the changes in the mechanical properties of mortars including additions of Condensed Silica Fume (CSF), Hydrated Lime (CH) or both at various amounts (5% to 15% of cement replacement) and high water ratios (w/b) (0.4 to 0.7). The physical and mechanical changes in the mixes were evaluated using non-destructive tests (Ultrasonic Pulse Velocity (UPV)) and destructive tests (crushing tests) on 28 day-long specimens consecutively, in order to assess CSF and CH replacement rate influence on the mechanical and physical properties of the mortars, as well as CSF-CH pre-mixing on the improvement of these properties. A significant improvement of the mechanical properties of the CSF, CSF-CH mortars, has been noted. CSF-CH mixes showed the best improvements exceeding 50% improvement, showing the sizable pozzolanic reaction contribution to the specimen strength development. UPV tests have shown increased velocities for CSF and CSH mixes, however no proportional evolution with compressive strengths could be noted. The results of the study show that CSF-CH addition could represent a suitable solution to significantly increase the mechanical properties of mortars.

Keywords: compressive strength, condensed silica fume, hydrated lime, pozzolanic reaction, UPV testing

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Authors: Anita Kéri

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Higher education marketing has been a widely researched field in recent years. Due to the increasing competition among higher education institutions worldwide, it has become crucial to target foreign students with effective marketing tools. Online marketing tools became central to attracting, retaining, and satisfying the needs of foreign students. Therefore, the aim of the current study is to reveal how the online marketing tools of a Hungarian university are perceived visually by its first-year foreign students, with special emphasis on the university webpage content. Eye-camera tracking and retrospective think-aloud interviews were used to measure visual perceptions. Results show that freshmen students remember those online marketing content more that has familiar content on them. Pictures of real-life students and their experiences attract students’ attention more, and they also remember information on these webpage elements more, compared to designs with stock photos. This research is novel in the sense that it uses eye-camera tracking in the field of higher education marketing, thereby providing insight into the perception of online higher education marketing for foreign students.

Keywords: higher education, marketing, eye-camera, visual perceptions

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Authors: Imran Altaf Wasil, Dinesh Ganvir

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Due to a scarcity of virgin aggregates, the use of reclaimed asphalt pavement (RAP) as a substitute for natural aggregates has gained popularity. Despite the fact that RAP is recycled in asphalt pavement, there is still excess RAP, and its use in concrete pavements has expanded in recent years. According to a survey, 98 percent of India's pavements are flexible. As a result, the maintenance and reconstruction of such pavements generate RAP, which can be reused in concrete pavements as well as surface course, base course, and sub-base of flexible pavements. Various studies on the properties of reclaimed asphalt pavement and its optimal requirements for usage in concrete has been conducted throughout the years. In this study a total of four different mixes were prepared by partially replacing natural aggregates by RAP in different proportions. It was found that with the increase in the replacement level of Natural aggregates by RAP the mechanical and durability properties got reduced. In order to increase the mechanical strength of mixes 40% Glass Granulated Blast Furnace Slag (GGBS) was used and it was found that with replacement of cement by 40% of GGBS, there was an enhancement in the mechanical and durability properties of RAP inclusive PQC mixes. The reason behind the improvement in the properties is due to the processing technique used in order to remove the contaminant layers present in the coarse RAP aggregates. The replacement level of Natural aggregate with RAP was done in proportions of 20%, 40% and 60% along with the partial replacement of cement by 40% GGBS. It was found that all the mixes surpassed the design target value of 40 MPa in compression and 4.5 MPa in flexure making it much more economical and feasible.

Keywords: reclaimed asphalt pavement, pavement quality concrete, glass granulated blast furnace slag, mechanical and durability properties

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Authors: Toni Raurich-Marcet, Joan Llonch-Andreu

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This research is focused on the relationship between Search Engine Marketing (SEM) and traditional advertising. The dominant assumption is that SEM does not help brand awareness and only does it in session as if it were the cost of manufacturing the product being sold. The study is methodologically developed using an experiment where the effects were determined to analyze the billboard effect. The research allowed the cross-linking of theoretical and empirical knowledge on digital marketing. This paper has validated this marketing generates retention as traditional advertising would by measuring brand awareness and its improvements. This changes the way performance and brand campaigns are split within marketing departments, effectively rebalancing budgets moving forward.

Keywords: attribution, performance marketing, SEM, marketplaces

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Authors: Pirada Techaratpong

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This qualitative research has 2 objectives: to study marketing management of the cultural learning center in Suansunandha Rajabhat University and to suggest guidelines to improve its marketing management. This research is based on a case study of the Arts and Culture Office in Suansunandha Rajabhat University, Bangkok. This research found the Art and Culture Office has no formal marketing management. However, the marketing management is partly covered in the overall business plan, strategic plan, and action plan. The process can be divided into 5 stages. The marketing concept has long been introduced to its policy but not apparently put into action due to inflexible system. Some gaps are found in the process. The research suggests the Art and Culture Office implement the concept of marketing orientation, meeting the needs and wants of its target customers and adapt to the changing situation. Minor guidelines for improvement are provided.

Keywords: cultural learning center, marketing, management, museum

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Authors: Chris Preston

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As we devise ever more sophisticated methods of on-line marketing, devising systems that are able to reach into the everyday lives of consumers, we are confronted by a generation of children who face unprecedented intervention by commercial organisations into young minds, via electronic devices, and whether by computer, tablet or phone, such children have been somehow reduced to the status of their devices, with little regard for their well being as individuals. This discussion paper seeks to draw attention to such practice and questions the ethics of digital marketing methods.

Keywords: online marketing to children, online research of children, online targeting of children, consumer rights, ethics

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Authors: Chad A. Roberts

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In the digitally connected world, global virtual teams are increasingly becoming the norm at large, multinational companies. Marketing managers see the positives of virtual teams. They also see the negatives. Employees who work from home may feel isolated, unorganized, and distracted by homelife. These complexities create a phenomenon that leaves virtual team members feeling burnout, a significant issue for marketing leaders and their team members. This paper examines remote worker burnout in global virtual marketing team settings. It provides an overview of the benefits and downsides to remote working marketing teams. The paper presents the literature on remote work stress and burnout, discusses ways marketing leaders can help prevent virtual employee burnout and suggests future research studies.

Keywords: burnout, COVID-19 pandemic, leadership, marketing, remote work, virtual team

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Authors: Kruti Dave

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Social media marketing is an essential component of 21st-century business. Social media platforms enable small and medium-sized businesses to enhance brand recognition, generate leads and sales. However, the research on social media marketing is still fragmented and focuses on specific topics, such as effective communication techniques. Since the various ways in which social media impacts individuals and companies alike, the authors of this article focus on the origin, impacts, and current state of Social Media, emphasizing their significance as customer empowerment agents. It illustrates their potential and current responsibilities as part of the corporate business strategy and also suggests several methods to engage them as marketing tools. The focus of social media marketing ranges from defenders to explorers, the culture of Social media marketing encompasses the poles of conservatism and modernity, social media marketing frameworks lie between hierarchies and networks, and its management goes from autocracy to anarchy. This research proposes an integrative framework for small and medium-sized businesses through social media, and the influence of the same will be measured. This strategy will help industry experts to understand this new era. We propose an axiom: Social Media is always a function of marketing as a revenue generator.

Keywords: social media, marketing strategy, media marketing, brand awareness, customer engagement, revenue generator, brand recognition

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Authors: Malki Fatima Zahra Nadia, Kellal Chaimaa, Brahimi Houria

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The following research aims to measure the impact of innovative marketing in achieving product quality in the Algerian Petroleum Company. In order to achieve the aim of the study, a random sample of 60 individuals was selected and the answers were analyzed using structural equation modeling to test the study hypotheses. The research concluded that there is a strong relationship between innovative marketing and the quality of petroleum products.

Keywords: marketing, innovation, quality, petroleum products

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Authors: Chang Hung Chen

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Typically the Cause-Related Marketing (CRM) is effective for promoting products, and is also accepted as a role of communication tool for creating a positive image of the corporate. Today, companies are taking Corporate Social Responsibility (CSR) as core activities to build a goal of sustainable development. CRM is not a synonym of CSR. Actually, CRM is a part of CSR, or a type of marketing strategy in CSR framework. This article focuses on the relationship between CSR and CRM, and how the CRM improves the CSR performance of the corporate. The research was conducted through review of literature on the subject area.

Keywords: cause-related marketing, corporate social responsibility, corporate image, consumer behavior

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Authors: Besa Muthuri

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This paper examines the correlation between the organization's human resources (HR) and marketing entities and reviews the literature on customer acquisition and loyalty retention and the various aspects of employer branding. It will also explore how these concepts can be applied to the marketing and human resources departments. HR and marketing teams in the organization function to educate, attract and retain the attention and interests of the modern talent market. While the teams' target products, personas, or services tend to differ, their execution, desired results, and implementation of the respective activities are closely related. Therefore, promoting collaboration between HR and marketing enables the company to enhance business branding and recruitment of top-tier talents that will drive the much-needed change in the organization and promote a higher employee and customer retention rate. To achieve the ultimate HR and marketing relationship, organizations should build their external and internal awareness, track their performance and programs, and promote in-house meetings among employees from all interfacing departments.

Keywords: branding, employee retention, human resources, marketing

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