This study delves into the transformative impact of artificial intelligence (AI) on marketing strategy implementation, aiming to bridge existing gaps in scholarly discourse. The research identifies a critical void in understanding the multifaceted influence of AI across diverse industries, hindering both current comprehension and future exploration of its potential in marketing strategy implementation. Employing a systematic literature review (SLR) methodology, this paper connects insights from ten rigorously selected research papers spanning 2015 to 2024, sourced from the Google Scholar Database. The findings highlight AI’s pivotal role in streamlining implementation processes through scenario analysis facilitation, predictive accuracy enhancement, and resolution of intricate challenges. Additionally, this study illuminates essential success factors – ranging from stakeholder engagement and continuous evaluation to workforce capacity building, ethical considerations, and data privacy safeguards – crucial for realizing effective outcomes in AI-driven marketing strategy implementation.
{"title":"Unveiling the Impact: AI-Driven Marketing tactics on Implementation Strategy – Systematic Literature Review (SLR) Approach","authors":"Mbwidifu Patience Gana","doi":"10.5171/2024.374179","DOIUrl":"https://doi.org/10.5171/2024.374179","url":null,"abstract":"This study delves into the transformative impact of artificial intelligence (AI) on marketing strategy implementation, aiming to bridge existing gaps in scholarly discourse. The research identifies a critical void in understanding the multifaceted influence of AI across diverse industries, hindering both current comprehension and future exploration of its potential in marketing strategy implementation. Employing a systematic literature review (SLR) methodology, this paper connects insights from ten rigorously selected research papers spanning 2015 to 2024, sourced from the Google Scholar Database. The findings highlight AI’s pivotal role in streamlining implementation processes through scenario analysis facilitation, predictive accuracy enhancement, and resolution of intricate challenges. Additionally, this study illuminates essential success factors – ranging from stakeholder engagement and continuous evaluation to workforce capacity building, ethical considerations, and data privacy safeguards – crucial for realizing effective outcomes in AI-driven marketing strategy implementation.","PeriodicalId":178676,"journal":{"name":"Journal of Marketing Research and Case Studies","volume":"34 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141816621","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Eye-tracking research is steadily increasing, with emerging hypotheses about the connection between eye movements and cognitive processes in advertising contexts. This study aimed to utilize eye-tracking technology to explore how consumers perceive advertising appeals, particularly in distinguishing between the promoted product and the accompanying elements within an advertisement. The research sample included 35 students aged 19 to 23 years, comprising 18 women (51%) and 17 men (49%). The eye-tracker used in our study was the Smart Eye AI-X model from iMotions. We hypothesized that respondents would predominantly focus their gaze on the image of the child. The heat map revealed that the most viewed areas were the advertising text, the child’s face, and the car’s registration number section. The factors examined in this study significantly impact data quality, and we argue that our findings are valuable for anyone seeking to capture high-quality data in psychological and neurological research.
{"title":"Utilizing Eye-Tracking in Advertising: Preliminary Findings","authors":"Ivana Ondrijová, Anna Tomková, Tatiana Pethö","doi":"10.5171/2024.404100","DOIUrl":"https://doi.org/10.5171/2024.404100","url":null,"abstract":"Eye-tracking research is steadily increasing, with emerging hypotheses about the connection between eye movements and cognitive processes in advertising contexts. This study aimed to utilize eye-tracking technology to explore how consumers perceive advertising appeals, particularly in distinguishing between the promoted product and the accompanying elements within an advertisement. The research sample included 35 students aged 19 to 23 years, comprising 18 women (51%) and 17 men (49%). The eye-tracker used in our study was the Smart Eye AI-X model from iMotions. We hypothesized that respondents would predominantly focus their gaze on the image of the child. The heat map revealed that the most viewed areas were the advertising text, the child’s face, and the car’s registration number section. The factors examined in this study significantly impact data quality, and we argue that our findings are valuable for anyone seeking to capture high-quality data in psychological and neurological research.","PeriodicalId":178676,"journal":{"name":"Journal of Marketing Research and Case Studies","volume":"52 8","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141814947","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This article provides an extensive literature review on the topic of branding in Higher Education, along with an exploration of the numerous aspects that influence students’ choice of a Higher Education Institution (HEI). Within the competitive higher education landscape, branding has evolved into a vital part of HEI identity, image, and competitiveness, with a considerable impact on student decision-making. This review investigates the main concepts associated with branding and brand image in the educational context, beginning with the general branding concept and progressing to branding applied in this particular field, while taking into account the applicability and challenges of its transposition, before delving into the various perspectives of brand image, notably, the rational and emotional dimensions. By bringing together the existing body of knowledge concerning branding in higher education institutions, this article provides a better understanding of the impact of branding on the educational sector while also offering some insight into the appealing nature of the brand image throughout the students’ decision to enroll in a HEI.
{"title":"Understanding the Crucial Role of Brand Image in the Students’ Higher Education Institution Choice: A Review of the Literature of Higher Education Branding","authors":"Douaa Snadrou, Malika Haoucha","doi":"10.5171/2024.224523","DOIUrl":"https://doi.org/10.5171/2024.224523","url":null,"abstract":"This article provides an extensive literature review on the topic of branding in Higher Education, along with an exploration of the numerous aspects that influence students’ choice of a Higher Education Institution (HEI). Within the competitive higher education landscape, branding has evolved into a vital part of HEI identity, image, and competitiveness, with a considerable impact on student decision-making. This review investigates the main concepts associated with branding and brand image in the educational context, beginning with the general branding concept and progressing to branding applied in this particular field, while taking into account the applicability and challenges of its transposition, before delving into the various perspectives of brand image, notably, the rational and emotional dimensions. By bringing together the existing body of knowledge concerning branding in higher education institutions, this article provides a better understanding of the impact of branding on the educational sector while also offering some insight into the appealing nature of the brand image throughout the students’ decision to enroll in a HEI.","PeriodicalId":178676,"journal":{"name":"Journal of Marketing Research and Case Studies","volume":"33 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140226483","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Ana Paula Afonso, Jessica Carneiro, Ana Isabel Azevedo
The COVID-19 pandemic has significantly impacted the retail industry, with a surge in online shopping. This systematic literature review examines the latest research on the impact of the pandemic on e-commerce, with a focus on the behaviour of online retail consumers. The motive behind the study: The COVID-19 pandemic has led to a significant increase in online shopping, as consumers have been forced to stay home and avoid in-person contact.
{"title":"The Impact of COVID-19 on e-Commerce: A Systematic Review of the Literature on the Purchasing Behavior of Online Retail Consumers","authors":"Ana Paula Afonso, Jessica Carneiro, Ana Isabel Azevedo","doi":"10.5171/2024.403212","DOIUrl":"https://doi.org/10.5171/2024.403212","url":null,"abstract":"The COVID-19 pandemic has significantly impacted the retail industry, with a surge in online shopping. This systematic literature review examines the latest research on the impact of the pandemic on e-commerce, with a focus on the behaviour of online retail consumers. The motive behind the study: The COVID-19 pandemic has led to a significant increase in online shopping, as consumers have been forced to stay home and avoid in-person contact.","PeriodicalId":178676,"journal":{"name":"Journal of Marketing Research and Case Studies","volume":"11 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139852227","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Ana Paula Afonso, Jessica Carneiro, Ana Isabel Azevedo
The COVID-19 pandemic has significantly impacted the retail industry, with a surge in online shopping. This systematic literature review examines the latest research on the impact of the pandemic on e-commerce, with a focus on the behaviour of online retail consumers. The motive behind the study: The COVID-19 pandemic has led to a significant increase in online shopping, as consumers have been forced to stay home and avoid in-person contact.
{"title":"The Impact of COVID-19 on e-Commerce: A Systematic Review of the Literature on the Purchasing Behavior of Online Retail Consumers","authors":"Ana Paula Afonso, Jessica Carneiro, Ana Isabel Azevedo","doi":"10.5171/2024.403212","DOIUrl":"https://doi.org/10.5171/2024.403212","url":null,"abstract":"The COVID-19 pandemic has significantly impacted the retail industry, with a surge in online shopping. This systematic literature review examines the latest research on the impact of the pandemic on e-commerce, with a focus on the behaviour of online retail consumers. The motive behind the study: The COVID-19 pandemic has led to a significant increase in online shopping, as consumers have been forced to stay home and avoid in-person contact.","PeriodicalId":178676,"journal":{"name":"Journal of Marketing Research and Case Studies","volume":" 22","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139792390","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The COVID-19 pandemic has significantly impacted the behavior of consumers of agri-food products. Consumers have developed new consumption and purchasing habits. These behavioral changes were driven by the fear of disease and death, as well as the government-imposed regulations. Naturally, factors such as gender, age, and living environment have also influenced changes in consumer behavior.
{"title":"Consumer Behavior towards Agri-Food Products during the COVID-19 Crisis: An Empirical Study","authors":"A. Ichim","doi":"10.5171/2023.826704","DOIUrl":"https://doi.org/10.5171/2023.826704","url":null,"abstract":"The COVID-19 pandemic has significantly impacted the behavior of consumers of agri-food products. Consumers have developed new consumption and purchasing habits. These behavioral changes were driven by the fear of disease and death, as well as the government-imposed regulations. Naturally, factors such as gender, age, and living environment have also influenced changes in consumer behavior.","PeriodicalId":178676,"journal":{"name":"Journal of Marketing Research and Case Studies","volume":"237 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115246810","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
In today's rapidly evolving world, places are undergoing significant and transformative changes, leading to fierce competition in attracting diverse target markets. Consequently, it has become more crucial than ever to adopt a fresh marketing approach that emphasizes collaboration, co-creation, and co-participation to enhance the place attractiveness.
{"title":"The Impact of Place Attachment on Citizen Participation in Place Marketing: Towards a Conceptual Framework of the Antecedents and Consequences of Place Attachment","authors":"Nada Khairat, Said Marso","doi":"10.5171/2023.229393","DOIUrl":"https://doi.org/10.5171/2023.229393","url":null,"abstract":"In today's rapidly evolving world, places are undergoing significant and transformative changes, leading to fierce competition in attracting diverse target markets. Consequently, it has become more crucial than ever to adopt a fresh marketing approach that emphasizes collaboration, co-creation, and co-participation to enhance the place attractiveness.","PeriodicalId":178676,"journal":{"name":"Journal of Marketing Research and Case Studies","volume":"215 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124231204","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
M. Varmus, M. Mičiak, Patrik Hudec, David Facko, Matej Hliva
The aim of this article is the analysis of a sports organization’s operation focused on its marketing communication to reveal space for improvement. This leads to the support of sponsorship as a part of the organization’s sustainability. The analysis was based on the secondary data collected.
{"title":"Case Study: Marketing Communication of a Sports Organization Helping it Move towards its Sustainability","authors":"M. Varmus, M. Mičiak, Patrik Hudec, David Facko, Matej Hliva","doi":"10.5171/2023.509596","DOIUrl":"https://doi.org/10.5171/2023.509596","url":null,"abstract":"The aim of this article is the analysis of a sports organization’s operation focused on its marketing communication to reveal space for improvement. This leads to the support of sponsorship as a part of the organization’s sustainability. The analysis was based on the secondary data collected.","PeriodicalId":178676,"journal":{"name":"Journal of Marketing Research and Case Studies","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-05-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127668192","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
D. Purbawati, Widiartanto Widiartanto, Robetmi Jumpakita Pinem
This study aims to test the variables of green marketing, innovation, and ethics towards business performance. This study employs a quantitative approach with a survey method, with the population of the study consisting of all visitors who had visited ecotourism in Indonesia prior to the COVID-19 pandemic.
{"title":"Green Business Sustainability: SMES Strategy to Increase Business Performance and Save the Environment","authors":"D. Purbawati, Widiartanto Widiartanto, Robetmi Jumpakita Pinem","doi":"10.5171/2023.516052","DOIUrl":"https://doi.org/10.5171/2023.516052","url":null,"abstract":"This study aims to test the variables of green marketing, innovation, and ethics towards business performance. This study employs a quantitative approach with a survey method, with the population of the study consisting of all visitors who had visited ecotourism in Indonesia prior to the COVID-19 pandemic.","PeriodicalId":178676,"journal":{"name":"Journal of Marketing Research and Case Studies","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130168775","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Tourism experience is a genuine source of destination attractiveness and long-lasting competitive advantage. Understanding the main drivers of the tourist experience in destinations is a critical step toward managing and delivering a satisfying destination experience to tourists.
{"title":"Tourist Experience in Destinations: Rethinking a Conceptual Framework of Destination Experience","authors":"Walid Bernaki, Said Marso","doi":"10.5171/2023.340232","DOIUrl":"https://doi.org/10.5171/2023.340232","url":null,"abstract":"Tourism experience is a genuine source of destination attractiveness and long-lasting competitive advantage. Understanding the main drivers of the tourist experience in destinations is a critical step toward managing and delivering a satisfying destination experience to tourists.","PeriodicalId":178676,"journal":{"name":"Journal of Marketing Research and Case Studies","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129065076","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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