Neuromarketing in the simplest terms is the intersection of brain research and marketing. Neuromarketing combines cognition, technology, and marketing. Neuromarketing is a relatively young branch of marketing that examines how consumers react to marketing stimuli. The term "neuromarketing" refers to the use of neuroscience in the marketing process. The neuromarketing impact of packaging and labeling on consumer buying behavior was examined in this paper; as packaging is a critical way of transmitting product information. The attraction of a product is maintained by the color, substance, design, and creativity of its packaging, which should be simple to handle and aesthetically appealing. Color, design, packaging material, or size, as well as the packaging's ease of handling or reuse, can influence a customer's willingness to buy. For instance, pet bottles may be used for a number of purposes around the home. Regardless of the size or form of the goods, all packaging materials have a direct effect on the purchase behavior of the client. While packaging material has a direct impact on customer purchasing choices for most items, when it comes to food, information is critical to the consumer. Packaging and product information may be a more successful marketing tactic than conventional advertising since the brand speaks for itself. The movement of packaging operations throughout the value chain has been shown to have an effect on customers and goods. Packaging serves as an advertising and communication tool. Today, product and store displays, product mix, and container design all affect impulsive purchases. The practice of directly measuring a subject's reaction to certain items, packaging, advertising, or other marketing aspects via the use of brain imaging, scanning, or other brain activity measurement equipment.
{"title":"Neuromarketing - Seeing the Unseen: Effect of In-Store Category Artwork, Structures and Packaging on Shopper’s Buying Behaviors in Pakistan","authors":"Faizah Yasir, Mirza Amin ul Haq","doi":"10.52633/jms.v4i2.201","DOIUrl":"https://doi.org/10.52633/jms.v4i2.201","url":null,"abstract":"Neuromarketing in the simplest terms is the intersection of brain research and marketing. Neuromarketing combines cognition, technology, and marketing. Neuromarketing is a relatively young branch of marketing that examines how consumers react to marketing stimuli. The term \"neuromarketing\" refers to the use of neuroscience in the marketing process. The neuromarketing impact of packaging and labeling on consumer buying behavior was examined in this paper; as packaging is a critical way of transmitting product information. The attraction of a product is maintained by the color, substance, design, and creativity of its packaging, which should be simple to handle and aesthetically appealing. Color, design, packaging material, or size, as well as the packaging's ease of handling or reuse, can influence a customer's willingness to buy. For instance, pet bottles may be used for a number of purposes around the home. Regardless of the size or form of the goods, all packaging materials have a direct effect on the purchase behavior of the client. While packaging material has a direct impact on customer purchasing choices for most items, when it comes to food, information is critical to the consumer. Packaging and product information may be a more successful marketing tactic than conventional advertising since the brand speaks for itself. The movement of packaging operations throughout the value chain has been shown to have an effect on customers and goods. Packaging serves as an advertising and communication tool. Today, product and store displays, product mix, and container design all affect impulsive purchases. The practice of directly measuring a subject's reaction to certain items, packaging, advertising, or other marketing aspects via the use of brain imaging, scanning, or other brain activity measurement equipment.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"19 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122455127","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 aim of this study was to examine the association between factors affecting the purchase of Nutraceuticals and the health-conscious behavior of consumers in a Pakistani university population that consisted of millennials. Additionally, the sociodemographic profile of the respondents was also explored to understand the consumption pattern of these complementary medicines. The research model was tested using a questionnaire survey instrument, and the measurement scales were developed. Data was collected through the convenience sampling method. The survey was floated to around 300 undergraduate students at a local health care university. The association between variables influencing customers’ decisions to purchase nutraceuticals and their health-conscious behavior was described using multiple regression analysis. The first deciding aspect was how the products were perceived. Results confirm the hypothesis and assert that health-conscious consumers are influenced by their perceptions of nutraceuticals. Moreover, it was validated that the accessibility of nutraceuticals was not a significant issue, whereas the source of information was found to be statistically significant, confirming that the source of information influences the decision to purchase nutraceuticals. The purpose of this study was to look at the factors affecting Pakistani customers’ choices when making health-conscious purchases. With the growing popularity and rising awareness about the consumption of nutraceuticals among young consumers, it was important to understand how significant these factors were for health-conscious consumers. Perceptions of the nutraceuticals formed by the health benefits, safety features, and other product features such as taste packaging were found to be significant influencing factors along with the source of information. Interestingly, accessibility measured through cost, ease of purchase and ease of use had no significant influence on the purchase behavior.
{"title":"Exploring the factors affecting consumer behavior towards the purchase of Nutraceuticals in Pakistan","authors":"Faryal Salman, Hina Mubeen, S. Siddiqui","doi":"10.52633/jms.v4i2.216","DOIUrl":"https://doi.org/10.52633/jms.v4i2.216","url":null,"abstract":"The aim of this study was to examine the association between factors affecting the purchase of Nutraceuticals and the health-conscious behavior of consumers in a Pakistani university population that consisted of millennials. Additionally, the sociodemographic profile of the respondents was also explored to understand the consumption pattern of these complementary medicines. The research model was tested using a questionnaire survey instrument, and the measurement scales were developed. Data was collected through the convenience sampling method. The survey was floated to around 300 undergraduate students at a local health care university. The association between variables influencing customers’ decisions to purchase nutraceuticals and their health-conscious behavior was described using multiple regression analysis. The first deciding aspect was how the products were perceived. Results confirm the hypothesis and assert that health-conscious consumers are influenced by their perceptions of nutraceuticals. Moreover, it was validated that the accessibility of nutraceuticals was not a significant issue, whereas the source of information was found to be statistically significant, confirming that the source of information influences the decision to purchase nutraceuticals. The purpose of this study was to look at the factors affecting Pakistani customers’ choices when making health-conscious purchases. With the growing popularity and rising awareness about the consumption of nutraceuticals among young consumers, it was important to understand how significant these factors were for health-conscious consumers. Perceptions of the nutraceuticals formed by the health benefits, safety features, and other product features such as taste packaging were found to be significant influencing factors along with the source of information. Interestingly, accessibility measured through cost, ease of purchase and ease of use had no significant influence on the purchase behavior.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125207342","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}
Muhammad Faisal Sultan, Humayun Zafar, Shuja Ahmed Mahesar
There are many causes of poverty like recession, money devaluation, trade deficits, lack of technology, infrastructure, and industrialization. In recent times, studies that focus on the effect of COVID-19 are in the headlines; among them, very few are focused on the impact of COVID-19 on poverty. Specifically, there is minimal research work on the effect of the pandemic on the outbreak of poverty concerning Southeast Asia and Pakistan. Therefore, this study has been conducted explicitly with reference to Pakistan to estimate the effect of COVID-19 on the increase of poverty through collecting data from leading economists. The study is one of the initial studies; thus, it is focused primarily on primary data in order to show the perceived impact of COVID-19 on the increase in poverty in Pakistan. The study findings and in-depth analysis could help devise relevant economic policies that may address poverty concerns burgeoning from pandemic-like situations and create a ripple effect of disturbing macroeconomic indicators and socio-economic variables in developing countries. The study uses SMART-PLS for data analysis, indicating that pandemics such as COVID-19 significantly impact the increase of poverty in Pakistan. Thus, robust policies are required to eradicate poverty and combat the causes which stem poverty issues in developing economies, specifically during pandemics where socio-economic activities become halted and income generating opportunities are ceased.
{"title":"Perceived Effect of COVID-19 on Increase of Poverty in Pakistan: Empirical Analysis through Opinion of Leading Economists","authors":"Muhammad Faisal Sultan, Humayun Zafar, Shuja Ahmed Mahesar","doi":"10.52633/jms.v4i2.220","DOIUrl":"https://doi.org/10.52633/jms.v4i2.220","url":null,"abstract":"There are many causes of poverty like recession, money devaluation, trade deficits, lack of technology, infrastructure, and industrialization. In recent times, studies that focus on the effect of COVID-19 are in the headlines; among them, very few are focused on the impact of COVID-19 on poverty. Specifically, there is minimal research work on the effect of the pandemic on the outbreak of poverty concerning Southeast Asia and Pakistan. Therefore, this study has been conducted explicitly with reference to Pakistan to estimate the effect of COVID-19 on the increase of poverty through collecting data from leading economists. The study is one of the initial studies; thus, it is focused primarily on primary data in order to show the perceived impact of COVID-19 on the increase in poverty in Pakistan. The study findings and in-depth analysis could help devise relevant economic policies that may address poverty concerns burgeoning from pandemic-like situations and create a ripple effect of disturbing macroeconomic indicators and socio-economic variables in developing countries. The study uses SMART-PLS for data analysis, indicating that pandemics such as COVID-19 significantly impact the increase of poverty in Pakistan. Thus, robust policies are required to eradicate poverty and combat the causes which stem poverty issues in developing economies, specifically during pandemics where socio-economic activities become halted and income generating opportunities are ceased. \u0000 ","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"51 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129380925","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 primary purpose of this paper is to examine the impact of relationship-oriented leadership on harmonious passion based on Self-Determination Theory. Self-efficacy is taken as a mediator between the relationship-oriented leadership style and harmonious passion. A conscientious personality trait is integrated as a moderator to check whether it moderates the effect of relationship-oriented leadership on harmonious passion. The data were collected using a cross-sectional research design, and the study population is the front-line employees of fast-moving consumer goods companies in Pakistan. The research model was tested using a questionnaire survey instrument, and the sample size was 487. PLS-SEM was used for testing the hypotheses. Similarly, Hays process macro was used for testing mediating and moderating effects. Results revealed that employees increase their Harmonious Passion in the presence of relationship-oriented leadership. Self-efficacy mediates the relationship between relationship-oriented leadership and Harmonious Passion. Conscientiousness personality trait significantly acts as a moderator between relationship-oriented leadership and Harmonious Passion. As research on this leadership style and employee passion is scarce, this paper will help get a proper understanding of the specific leadership style necessary for cultivating harmonious passion. This study also concludes that fast-moving consumer goods companies should consider this leadership style and motivate their managers to adopt this particular style to increase their employees’ harmonious passion for better outcomes.
{"title":"Igniting the Harmonious Passion among Fast Moving Consumer Goods Companies’ Frontline Employees: The Role of Relationship-oriented Leadership","authors":"Amna Iftikhar, M. A. ul Haq","doi":"10.52633/jms.v4i2.223","DOIUrl":"https://doi.org/10.52633/jms.v4i2.223","url":null,"abstract":"The primary purpose of this paper is to examine the impact of relationship-oriented leadership on harmonious passion based on Self-Determination Theory. Self-efficacy is taken as a mediator between the relationship-oriented leadership style and harmonious passion. A conscientious personality trait is integrated as a moderator to check whether it moderates the effect of relationship-oriented leadership on harmonious passion. The data were collected using a cross-sectional research design, and the study population is the front-line employees of fast-moving consumer goods companies in Pakistan. The research model was tested using a questionnaire survey instrument, and the sample size was 487. PLS-SEM was used for testing the hypotheses. Similarly, Hays process macro was used for testing mediating and moderating effects. Results revealed that employees increase their Harmonious Passion in the presence of relationship-oriented leadership. Self-efficacy mediates the relationship between relationship-oriented leadership and Harmonious Passion. Conscientiousness personality trait significantly acts as a moderator between relationship-oriented leadership and Harmonious Passion. As research on this leadership style and employee passion is scarce, this paper will help get a proper understanding of the specific leadership style necessary for cultivating harmonious passion. This study also concludes that fast-moving consumer goods companies should consider this leadership style and motivate their managers to adopt this particular style to increase their employees’ harmonious passion for better outcomes.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"84 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116684131","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}
Tayyab Khan, A. Khan, Longji Wei, Sundas Ayub, Jie Wang, J. A. Zia
This study examines the impact of currency devaluation on Pakistan's economic growth. Currency devaluation is controversial topics for both developing and developed economies to believe and hope to improve economic growth. In this study, the model used to find the cointegration between variables. The annual time series data over1990 to 2018, together with ARDL model and Johansson cointegration model used to test whether there is a long-run relationship between economic growth and currency devaluation. Both proposed models indicate that the devaluation of Pakistan’s currency has no significant impact on the long-run changes in economic growth. However, Interest rates and gross capital formation are positive correlated with economic growth in the long run. Currency devaluation is a cure for balance of payment, enhances the competitiveness of the international market and promotes trade balance. Due to some political instability, macroeconomic and environmental conditions in a country, cure is sometimes worse than disease. The paper recommends making the Pakistan economy a sustainable, easy and friendly business environment and looking closer at the economic indicators to make Industrial economic policy. Government must make a good policy for industrialization, instead of currency devaluation, Pakistan industrial sector has a potential to improve the economy, and the authorities should need to create an easy and friendly environment for foreigner business and investors. In addition, allow currency freely to depreciate through market force and efficient money market system, official’s devaluation should be discouraged.
{"title":"Impact of Currency Devaluation on Economic Growth: Evidence from Pakistan","authors":"Tayyab Khan, A. Khan, Longji Wei, Sundas Ayub, Jie Wang, J. A. Zia","doi":"10.52633/jms.v4i2.215","DOIUrl":"https://doi.org/10.52633/jms.v4i2.215","url":null,"abstract":"This study examines the impact of currency devaluation on Pakistan's economic growth. Currency devaluation is controversial topics for both developing and developed economies to believe and hope to improve economic growth. In this study, the model used to find the cointegration between variables. The annual time series data over1990 to 2018, together with ARDL model and Johansson cointegration model used to test whether there is a long-run relationship between economic growth and currency devaluation. Both proposed models indicate that the devaluation of Pakistan’s currency has no significant impact on the long-run changes in economic growth. However, Interest rates and gross capital formation are positive correlated with economic growth in the long run. Currency devaluation is a cure for balance of payment, enhances the competitiveness of the international market and promotes trade balance. Due to some political instability, macroeconomic and environmental conditions in a country, cure is sometimes worse than disease. The paper recommends making the Pakistan economy a sustainable, easy and friendly business environment and looking closer at the economic indicators to make Industrial economic policy. Government must make a good policy for industrialization, instead of currency devaluation, Pakistan industrial sector has a potential to improve the economy, and the authorities should need to create an easy and friendly environment for foreigner business and investors. In addition, allow currency freely to depreciate through market force and efficient money market system, official’s devaluation should be discouraged.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134024166","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}
Artificial Intelligence (AI) is ornamental to the strategic decisions of consumers and its competitive nature and has rapidly transformed the dynamics of the emerging digital world. The evolution of predictive marketing has increased the understating of consumer decision-making. Moreover, AI has enabled many businesses to predict big consumer data to fulfill customer expectations and provide customized products and services. AI’s role has been increased in operational marketing, such as design and selection of ads, customer targeting and customer analysis. Nevertheless, the role in strategic decision-making by employing machine learning techniques, knowledge representation, and computational intelligence improves efficacy. This article aims to provide a comprehensive understating of the role of AI in digital marketing to understand their target audience better. Secondly, it also accentuates the role of AI and predictive marketing in understanding complex consumer behavior by highlighting several solutions to predict the expectations of consumers. Moreover, the contribution of AI in managing customer relationships with an active role of managers is also one of the study's aims. The current study also discusses the future of AI in marketing and managers' role in utilizing disruptive technology. This paper's managerial implications are pertinent because deploying AI in competitive businesses is key to improving decision-making.
{"title":"Transformation of Marketing Decisions through Artificial Intelligence and Digital Marketing","authors":"Khansa Zaman","doi":"10.52633/jms.v4i2.210","DOIUrl":"https://doi.org/10.52633/jms.v4i2.210","url":null,"abstract":"Artificial Intelligence (AI) is ornamental to the strategic decisions of consumers and its competitive nature and has rapidly transformed the dynamics of the emerging digital world. The evolution of predictive marketing has increased the understating of consumer decision-making. Moreover, AI has enabled many businesses to predict big consumer data to fulfill customer expectations and provide customized products and services. AI’s role has been increased in operational marketing, such as design and selection of ads, customer targeting and customer analysis. Nevertheless, the role in strategic decision-making by employing machine learning techniques, knowledge representation, and computational intelligence improves efficacy. This article aims to provide a comprehensive understating of the role of AI in digital marketing to understand their target audience better. Secondly, it also accentuates the role of AI and predictive marketing in understanding complex consumer behavior by highlighting several solutions to predict the expectations of consumers. Moreover, the contribution of AI in managing customer relationships with an active role of managers is also one of the study's aims. The current study also discusses the future of AI in marketing and managers' role in utilizing disruptive technology. This paper's managerial implications are pertinent because deploying AI in competitive businesses is key to improving decision-making. ","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"13 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129622264","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}
Tayyab Khan, Ayesha Khan, Longji Wei, Tauqeer Khan, Sundas Ayub
The manufacturing industry is the foundation and pillar of the national economy. With the background of China’s economic development entering a new era and fully implementing the innovation-driven development strategy, the manufacturing sector’s level of green transformation has been realized as one of the critical indicators of China’s economic development. Technology innovation-driven green manufacturing industry transformation is a crucial strategy to achieve high-quality economic development and boost global competitiveness in the context of a new round of technological revolution and industrial reform closely entwined with China's economic transformation and development. Based on this, we take the green transformation of China’s manufacturing industry as the theme, focus on industries, regions, and strategic industries, and explore the impact and spatial linkage effect of technological innovation on the green transformation of the manufacturing industry. Based on the research perspective of manufacturing industry development heterogeneity, we construct the slack based measure - Undesirable-Malmquist-Tobit comprehensive evaluation method and put forward the driving role and impact of technological innovation on the green transformation of the manufacturing industry. The manufacturing industry is categorized into three categories based on the level of pollution, such as clean industry, medium pollution industry and heavy pollution industry. It is found that the green development efficiency of the clean manufacturing industry is the highest, followed by the heavy pollution industry, and the efficiency of the medium pollution industry is the lowest.
{"title":"Industrial Innovation on the Green Transformation of Manufacturing Commerce","authors":"Tayyab Khan, Ayesha Khan, Longji Wei, Tauqeer Khan, Sundas Ayub","doi":"10.52633/jms.v4i2.219","DOIUrl":"https://doi.org/10.52633/jms.v4i2.219","url":null,"abstract":"The manufacturing industry is the foundation and pillar of the national economy. With the background of China’s economic development entering a new era and fully implementing the innovation-driven development strategy, the manufacturing sector’s level of green transformation has been realized as one of the critical indicators of China’s economic development. Technology innovation-driven green manufacturing industry transformation is a crucial strategy to achieve high-quality economic development and boost global competitiveness in the context of a new round of technological revolution and industrial reform closely entwined with China's economic transformation and development. Based on this, we take the green transformation of China’s manufacturing industry as the theme, focus on industries, regions, and strategic industries, and explore the impact and spatial linkage effect of technological innovation on the green transformation of the manufacturing industry. Based on the research perspective of manufacturing industry development heterogeneity, we construct the slack based measure - Undesirable-Malmquist-Tobit comprehensive evaluation method and put forward the driving role and impact of technological innovation on the green transformation of the manufacturing industry. The manufacturing industry is categorized into three categories based on the level of pollution, such as clean industry, medium pollution industry and heavy pollution industry. It is found that the green development efficiency of the clean manufacturing industry is the highest, followed by the heavy pollution industry, and the efficiency of the medium pollution industry is the lowest.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129767278","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}
J. A. Zia, Cui Dengfeng, Sittikorn Vongvanij, Abdul Waqar, Tayyab Khan
With the economy's continuous development, consumers become more mature and rational, so many keen enterprises gradually shifted their focus from the initial product development to "customer service skill" and thus obtained a good market return. Especially for the online shopping activities carried out in the virtual (digital) way, due to the particularity of its channel, it is more important to study the experience of its customers in online consumption. In addition, shopping websites and businesses selling goods through the internet should try their best to use words, pictures, video, and other media, as well as setting up more friendly interfaces. This paper takes the telepresence, pleasure, social presence, and trust in the process of online shopping as the research variables. Through the stepwise regression analysis method, it is found that telepresence can well predict the pleasure of customers in the process of online shopping. However, as the research on customer trust and positivity of perceived customer service skills is scarce, this paper can help to understand the impact of customer satisfaction on services' behavior intention, such as trying to increase the opportunities for communication with consumers and help them during the shopping process, so as to effectively increase consumers' trust in websites and businesses.
{"title":"Investigating Customer Trust and Positivity of Perceived Customer Service Skill on the Confidence of Online Shopping","authors":"J. A. Zia, Cui Dengfeng, Sittikorn Vongvanij, Abdul Waqar, Tayyab Khan","doi":"10.52633/jms.v4i2.193","DOIUrl":"https://doi.org/10.52633/jms.v4i2.193","url":null,"abstract":"With the economy's continuous development, consumers become more mature and rational, so many keen enterprises gradually shifted their focus from the initial product development to \"customer service skill\" and thus obtained a good market return. Especially for the online shopping activities carried out in the virtual (digital) way, due to the particularity of its channel, it is more important to study the experience of its customers in online consumption. In addition, shopping websites and businesses selling goods through the internet should try their best to use words, pictures, video, and other media, as well as setting up more friendly interfaces. This paper takes the telepresence, pleasure, social presence, and trust in the process of online shopping as the research variables. Through the stepwise regression analysis method, it is found that telepresence can well predict the pleasure of customers in the process of online shopping. However, as the research on customer trust and positivity of perceived customer service skills is scarce, this paper can help to understand the impact of customer satisfaction on services' behavior intention, such as trying to increase the opportunities for communication with consumers and help them during the shopping process, so as to effectively increase consumers' trust in websites and businesses.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"93 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134399541","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}
Ali Mehdi, Syed Muneer Ahmed Shah, N. H. Phulpoto, Shaista Khan Korai, Asadullah Kehar
Women empowerment is crucial for a society to have a knowledge-based society wherein the personal growth of women will decisively contribute to individual families, thereby contributing to the society and the country as a whole. Social Marketing is a rising trend and a powerful channel for discussing women's empowerment. This study attempts to examine the impact of the Benazir Income Support Program (BISP) on women's empowerment in Pakistan. BISP is one of the rigorous social welfare programs initiated by the government of Pakistan. The program was initiated to empower economically deprived women. It provides social security, improves living standards, and reduces poverty. To gather the data, a sample of 300 respondents was utilized from Khairpur, Pakistan. The study carried out quantitative techniques to measure the impact of BISP on women's empowerment, thus, for this, regression analysis was conducted, and the association between the variables was explained through Pearson correlation. Furthermore, the questionnaire was designed and distributed among BISP beneficiaries to understand its effect. Hypotheses were tested and validated through statistical analysis. The findings of the study recommend that there is a positive and significant impact of BISP on women's empowerment and it has a strong correlation with women's empowerment. In this study, the prediction of living standards through this program contributed 35%, poverty alleviation strategy 29% and social security contributed 24%. In this regard, it is ensured that the government of Pakistan may take more similarly effective initiatives to empower not only women but without gender discrimination to empower communities at large.
{"title":"Social Marketing and Women Empowerment: Impact of Social Welfare Programs on Women Empowerment and Economic Wellbeing","authors":"Ali Mehdi, Syed Muneer Ahmed Shah, N. H. Phulpoto, Shaista Khan Korai, Asadullah Kehar","doi":"10.52633/jms.v4i1.168","DOIUrl":"https://doi.org/10.52633/jms.v4i1.168","url":null,"abstract":"Women empowerment is crucial for a society to have a knowledge-based society wherein the personal growth of women will decisively contribute to individual families, thereby contributing to the society and the country as a whole. Social Marketing is a rising trend and a powerful channel for discussing women's empowerment. This study attempts to examine the impact of the Benazir Income Support Program (BISP) on women's empowerment in Pakistan. BISP is one of the rigorous social welfare programs initiated by the government of Pakistan. The program was initiated to empower economically deprived women. It provides social security, improves living standards, and reduces poverty. To gather the data, a sample of 300 respondents was utilized from Khairpur, Pakistan. The study carried out quantitative techniques to measure the impact of BISP on women's empowerment, thus, for this, regression analysis was conducted, and the association between the variables was explained through Pearson correlation. Furthermore, the questionnaire was designed and distributed among BISP beneficiaries to understand its effect. Hypotheses were tested and validated through statistical analysis. The findings of the study recommend that there is a positive and significant impact of BISP on women's empowerment and it has a strong correlation with women's empowerment. In this study, the prediction of living standards through this program contributed 35%, poverty alleviation strategy 29% and social security contributed 24%. In this regard, it is ensured that the government of Pakistan may take more similarly effective initiatives to empower not only women but without gender discrimination to empower communities at large.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115346521","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}
Mohammad Saleem, Muhammad Asim, Jaweed Ahmed Chandio
In advertising, Augmented Reality (AR) is considered to be the latest smart innovation used for advertising and marketing different products and services. By the use of this technology, the brands and the companies engage in interaction with the target audience to retrieve the expectations of the existing and potential users. However, significant factors are associated with the adoption of AR technology. This study aims to find the effect of augmented reality advertising on purchase intention. For this purpose, the study focused on various factors including informativeness, entertainment, credibility and irritation which lead to the purchase intention. For the study design, the researcher has used an experimental research strategy. The respondents were shown augmented reality based advertisements to learn about their experiences. The outcomes obtained from this research revealed that augmented reality based advertisements are very informative and entertaining as compared to other mediums. All the factors examined in the study have a significant impact on purchase intention. This is, therefore, concluded that marketers must consider the use of AR in their advisements, which is easy to use and entertaining and does not irritate the customers. This research has also demonstrated that AR technology is one of the best approaches which can be used for creating interactive experiences with customers, and provide them with effective services and products.
{"title":"Effect of Augmented Reality Advertising on Purchase Intention","authors":"Mohammad Saleem, Muhammad Asim, Jaweed Ahmed Chandio","doi":"10.52633/jms.v4i1.164","DOIUrl":"https://doi.org/10.52633/jms.v4i1.164","url":null,"abstract":"In advertising, Augmented Reality (AR) is considered to be the latest smart innovation used for advertising and marketing different products and services. By the use of this technology, the brands and the companies engage in interaction with the target audience to retrieve the expectations of the existing and potential users. However, significant factors are associated with the adoption of AR technology. This study aims to find the effect of augmented reality advertising on purchase intention. For this purpose, the study focused on various factors including informativeness, entertainment, credibility and irritation which lead to the purchase intention. For the study design, the researcher has used an experimental research strategy. The respondents were shown augmented reality based advertisements to learn about their experiences. The outcomes obtained from this research revealed that augmented reality based advertisements are very informative and entertaining as compared to other mediums. All the factors examined in the study have a significant impact on purchase intention. This is, therefore, concluded that marketers must consider the use of AR in their advisements, which is easy to use and entertaining and does not irritate the customers. This research has also demonstrated that AR technology is one of the best approaches which can be used for creating interactive experiences with customers, and provide them with effective services and products.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133658293","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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