European Journal of Management and Marketing Studies最新文献

{"title":"NEUROMARKETING IN HEALTH SERVICES","authors":"M. Demir","doi":"10.46827/ejmms.v7i4.1383","DOIUrl":"https://doi.org/10.46827/ejmms.v7i4.1383","url":null,"abstract":"Public service advertisements are necessary to raise awareness, warn or change behavior positively. Countries have started to advertise public services as a cheap, easily accessible, fast, and effective way to save the health system and meet the population's medical needs. However, due to the immediate broadcast of the public service announcements, sufficient information could not be obtained about its effectiveness and deficiencies on people. With the widespread use of neuromarketing techniques in recent years, it is possible to evaluate individuals' positive or negative reactions to public service announcements. The drawbacks and effectiveness of lines can be determined by evaluating the individual's biological, neurological and psychological responses to social lines.<p> </p><p><strong> Article visualizations:</strong></p><p><img src=\"/-counters-/edu_01/0261/a.php\" alt=\"Hit counter\" /></p>","PeriodicalId":109875,"journal":{"name":"European Journal of Management and Marketing Studies","volume":"14 18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133474739","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}

{"title":"EFFECT OF INTELLECTUAL STIMULATION ON STRATEGY IMPLEMENTATION IN COUNTY GOVERNMENTS IN WESTERN REGION, KENYA","authors":"A. Priscillah, Ayub E. Shitseswa, Evans S. Kwendo","doi":"10.46827/ejmms.v7i4.1362","DOIUrl":"https://doi.org/10.46827/ejmms.v7i4.1362","url":null,"abstract":"County governments in Kenya have been in operation since 2013, but the performance of most of them is still an issue for debate despite the reforms that have been put in place. Consequently, for the achievement of exceptional performance in the current dynamic and uncertain socio-economic environment, a blend of buoyant leadership capabilities and potent management styles is required. Transformational leadership has been touted as a possible remedy to such scenarios. The study sought to determine how intellectual stimulation affects strategy implementation. The study was anchored on the power and influence theory of leadership. A pilot study was conducted in Trans Nzoia County. The study was a census targeting 268 respondents and was anchored on a positivism paradigm and utilized a descriptive-correlational research design. A purposive sampling design was adopted and data was collected using questionnaires and an interview guide. Data was analyzed using descriptive and inferential statistics descriptive analysis by the aid of SPSS version 23. Results were presented in form of tables and models. The findings revealed that intellectual stimulation significantly accounts for a 30.1% variation in strategy implementation. Further, intellectual stimulation (β=0.448, P=0.000) has a significant statistical effect on strategy implementation. The study concluded that intellectual stimulation has a significant effect on strategy implementation. The study recommends that county management need to develop the competence of their staff at their place of work, appreciate each staff as an individual rather than as a group, and ensure fair workload distribution. These will encourage staff to perform their jobs effectively and put extra effort into their work hence strategy implementation.JEL: G18; H11  Article visualizations:","PeriodicalId":109875,"journal":{"name":"European Journal of Management and Marketing Studies","volume":"30 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-11-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129352544","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}

{"title":"FACTORS THAT IMPACT THE EFFECTIVENESS OF SOCIAL MEDIA AS A MARKETING TOOL IN SMALL AND MEDIUM-SIZED ENTERPRISES IN SELANGOR, MALAYSIA","authors":"Norull Adlila Binti Alias, Yip Zi-Hao, Muhammad Al-Fateh Bin Mat Ghazali, Fung Yeet Kang, Kumaran Kanapathipillai","doi":"10.46827/ejmms.v7i4.1355","DOIUrl":"https://doi.org/10.46827/ejmms.v7i4.1355","url":null,"abstract":"Small and medium-sized enterprises (SMEs) play a vital role in the Malaysian economy. The success of SMEs is critical for Malaysia's total economic progression, both nationally and globally. Conducting business online is one of the opportunities social media has provided entrepreneurs. SMEs often lack the means to conduct in-house marketing operations or hire a skilled marketing consultant. Social media is a massive dialogue that everyone can join. With social media, businesses have the added advantage of following statements and replying instantly. While there is much literature on social media marketing methods, there is not much information on how businesses might utilize social media to enhance profits. There is little academic research into the elements that drive social media use and its impact on SMEs in Malaysia. This research aims to develop an understanding of improving the use of social media as a marketing tool in SMEs and address its relationship to brand awareness, consumers' engagement, word-of-mouth, conversion rate, and effectiveness. For this quantitative study, data was collected using questionnaires conveyed to SMEs engaged in online marketing activities. The survey yielded 177 valid responses. The findings of this study indicate that word-of-mouth and engagement were insignificant. However, brand awareness and conversion rates were significant. This result is significant for SMEs in emerging markets as it allows them to establish their marketing presence and enhance brand equity.  Article visualizations:","PeriodicalId":109875,"journal":{"name":"European Journal of Management and Marketing Studies","volume":"46 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132035742","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}

{"title":"RISK IT BUT CONTROL IT! THE EFFECTS OF CONSUMER'S HOTELS VACATION RISK TYPES ON REPEATING THE EXPERIENCE AGAIN / ARRISQUE, MAS CONTROLE! OS EFEITOS DOS TIPOS DE RISCO DE FÉRIAS DOS HOTÉIS DO CONSUMIDOR NA REPETIÇÃO DA EXPERIÊNCIA NOVAMENTE","authors":"Cherouk Amr Yassin, Amr A. Yassin","doi":"10.46827/ejmms.v7i4.1342","DOIUrl":"https://doi.org/10.46827/ejmms.v7i4.1342","url":null,"abstract":"The decision to spend a great holiday in Egypt relies on different factors to be analysed. As visitors increasingly rely on online customer evaluations, booking reviews, Word of Mouth, and past experiences, the risk of choosing the wrong hotel after considerable effort can ruin their holiday. The various risk associated with choosing suitable accommodation for consumers is an important area for hospitality to monitor. Unlike other industries, from risk assessment to compliance, there is no one industry standard or regulatory framework to guide methodologies in the hospitality industry. As a result, consumer risk perception and its effect on purchase behaviour are essential to tourism and hospitality business management. Hence, the study objectives were to measure the impact of various risk types associated with the hospitality industry on consumer repeat purchase behaviour. The results indicated that three types of risks significantly negatively affect the repeat purchase decisions to spend the holiday in the same hotel. Family travellers are keener on financial risk than other travellers. The study has a managerial and academic contribution to how to deal with such types of risks.  A decisão de passar umas ótimas férias no Egito depende de diversos fatores a serem analisados. À medida que os visitantes confiam cada vez mais em avaliações de clientes on-line, avaliações de reservas, boca a boca e experiências anteriores, o risco de escolher o hotel errado após um esforço considerável pode arruinar suas férias. Os vários riscos associados à escolha de acomodações adequadas para os consumidores são uma área importante para a hospitalidade monitorar. Ao contrário de outros setores, desde a avaliação de riscos até a conformidade, não há um padrão do setor ou estrutura regulatória para orientar as metodologias no setor de hospitalidade. Como resultado, a percepção de risco do consumidor e seu efeito no comportamento de compra são essenciais para a gestão de negócios de turismo e hospitalidade. Assim, os objetivos do estudo foram medir o impacto de vários tipos de risco associados ao setor de hospitalidade no comportamento de compra repetida do consumidor. Os resultados indicaram que três tipos de riscos afetam significativamente negativamente as decisões de compra repetidas para passar as férias no mesmo hotel. Viajantes em família são mais interessados em riscos financeiros do que outros viajantes. O estudo traz uma contribuição gerencial e acadêmica sobre como lidar com esses tipos de riscos.  Article visualizations:","PeriodicalId":109875,"journal":{"name":"European Journal of Management and Marketing Studies","volume":"49 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127580188","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}

{"title":"COOPETIÇÃO APLICADA A PEQUENAS E MÉDIAS EMPRESAS: UMA REVISÃO DA LITERATURA / COOPETITION APPLIED TO SMALL AND MEDIUM-SIZED BUSINESSES: A LITERATURE REVIEW","authors":"Nuno Baptista","doi":"10.46827/ejmms.v7i4.1338","DOIUrl":"https://doi.org/10.46827/ejmms.v7i4.1338","url":null,"abstract":"Assiste-se a um crescente interesse na academia por investigação sobre coopetição, um conceito que descreve uma situação particular na qual empresas que simultaneamente competem também cooperam. O interesse acadêmico por este tema aparenta derivar da natureza paradoxal do conceito que integra duas lógicas contraditórias e do facto de a coopetição se ter tornado parte integrante da estratégia de várias empresas de referência a nível internacional. Apesar do interesse contemporâneo pelo tema, que justificou uma série de revisões de literatura, deteta-se ainda uma escassez de investigação de síntese focada no caso específico das pequenas e médias empresas. Este estudo consiste numa revisão narrativa da literatura, precedida por uma análise bibliométrica, que explora as razões potenciais que podem levar as pequenas e médias empresas a coopetir. A revisão efetuada confirma o potencial da coopetição como estratégia para lidar com alguns dos desafios enfrentados pelas pequenas e médias empresas, nomeadamente a sua imaturidade e as fragilidades que resultam da escassez de recursos. Contudo, a revisão indica que estas empresas enfrentam riscos significativos ao adotar este tipo de estratégia e que decorrem da possibilidade oportunismo pelos parceiros, fuga de conhecimento e segredos do negócio e apropriação da maior proporção do valor criado pelos parceiros.  There is an increasing attention in the academy for investigation about coopetition, a concept that describes a situation in which companies simultaneously engage in cooperation and competition. The interest in the topic appears to be related with the paradoxical nature of the concept, that integrates two opposite logics, and the fact that   coopetition has become part of the strategy of various leading multinational companies. Despite the contemporary appeal of the topic, that justified several review studies, there is still a shortage of research focused on the particular case of coopetition involving small and medium size companies. This study consists in a narrative literature review coupled with bibliometric analysis that explores the potential reasons that lead small and medium size companies to coopete. The results of the study confirm the suitability of coopetition as a strategy to deal with some of the challenges faces by small and medium size companies, including the lack of experience and shortage of resources. However, the literature indicates that these companies face significant risks when adopting coopetition that drive from the possibility of opportunistic behaviors from coopetition partners, knowledge and business secrets leakage and unbalanced value appropriation from partners.   Article visualizations:","PeriodicalId":109875,"journal":{"name":"European Journal of Management and Marketing Studies","volume":"48 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127065326","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}

{"title":"THE COVID-19 PANDEMIC: THE INITIATOR FOR DIGITAL INCLUSION OR EXCLUSION OF SMES IN THE BULAWAYO METROPOLITAN PROVINCE, ZIMBABWE","authors":"G. Nani, Kudakwashe Maguraushe","doi":"10.46827/ejmms.v7i4.1317","DOIUrl":"https://doi.org/10.46827/ejmms.v7i4.1317","url":null,"abstract":"The study examined whether the COVID-19 pandemic had created digital opportunities for Small to Medium Entrepreneurs (SMEs) in the Bulawayo Metropolitan Province, Zimbabwe or it had actually exposed their lack of digital acumen. The interpretivist paradigm, a qualitative descriptive approach and a case study design were adopted for this study. The research used semi-structured questionnaires to solicit data from 30 purposively selected small to medium entrepreneurs. Data were thematically analysed to discern meaning. The study revealed that the COVID-19 pandemic had led participants to embrace technology, as evidenced by their acquisition of technological gadgets. Furthermore, ownership of technological gadgets had facilitated working from home, in the comfort of their homes; reaching clients irrespective of boundaries; having easy access to information on business transactions; the ability to do business even during the pandemic; ordering and ease of payment of suppliers; convenience and flexibility in doing business and discovering business platforms they were not aware of. The study concluded that the COVID-19 pandemic was the initiator for the digital inclusion of SMEs in the Bulawayo Metropolitan Province, after the realisation that for their businesses to remain operational in this uncertain and disruptive environment, they had to embrace technology. The study recommended that workshops to train and equip SME owners with digital skills be conducted so that in the event of other pandemics, their businesses would remain afloat.   Article visualizations:","PeriodicalId":109875,"journal":{"name":"European Journal of Management and Marketing Studies","volume":"177 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116474617","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}

{"title":"TRADITIONAL METHODS OF CONFLICT MANAGEMENT AND RESOLUTIONS: THE CASE OF THE OLD OYO EMPIRE","authors":"Ajayi Olalekan Ezekiel, I. Abdulraheem","doi":"10.46827/ejmms.v7i4.1303","DOIUrl":"https://doi.org/10.46827/ejmms.v7i4.1303","url":null,"abstract":"This study looked at traditional African conflict resolution methods, specifically in Yoruba-speaking communities in Nigeria's western region. The Old Oyo empire used traditional conflict resolution techniques such as mediation, adjudication, and reconciliation, as well as cross-examination, to offer a chance to interact with the parties involved, promote consensus building, reconstruct social bridges, and enforce order in the society, according to the paper that fully explains the resolution of disputes and justice dispensation. The study used an exploratory research approach, focusing on the history and Yoruba literature, academic journals on the internet, blogs, government publications and records, a variety of research reports, and individual research. The Western world regards these methods as superior for promoting peaceful coexistence. The traditional method of conflict management and resolution is thus recommended because it is less expensive and friendlier, and further national research into the causes of the 16-year-long inter-border war Ekiti-Parapo, popularly known as the Kiriji War, is also recommended for further finding.  Article visualizations:","PeriodicalId":109875,"journal":{"name":"European Journal of Management and Marketing Studies","volume":"191 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116408310","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}

{"title":"CAPITAL SIMBÓLICO E FAMÍLIA EMPRESÁRIA / SYMBOLIC CAPITAL AND ENTREPRENEURIAL FAMILY","authors":"J. Rodrigues","doi":"10.46827/ejmms.v7i4.1307","DOIUrl":"https://doi.org/10.46827/ejmms.v7i4.1307","url":null,"abstract":"O artigo aborda o estado da arte do capital simbólico e família empresária, contribuindo para uma compreensão mais aprofundada dos conceitos que lhe estão subjacentes. A estratégia de investigação prosseguida socorreu-se da “teoria da prática” de Bourdieu, procurando uma visão inovadora do que se passa no campo em análise. Como principais resultados aponta-se para um conjunto de dez questões, as quais poderão ser valorizadas, podendo ser incluídas num modelo integrador de várias dimensões, suficientemente genérico e abrangente, para que o mesmo possa ser aplicado a qualquer tipo de família empresária.  The article discusses the state of the art of symbolic capital and the businesses family, contributing to a deeper understanding of the underlying concepts. The research strategy pursued relied on Bourdieu's \"theory of practice\", seeking an innovative view of what is happening in the field under analysis. The main results point to a set of ten questions, which can be valued and can be included in an integrating model of several dimensions, sufficiently generic and comprehensive, so that it can be applied to any type of businesses family.  Article visualizations:","PeriodicalId":109875,"journal":{"name":"European Journal of Management and Marketing Studies","volume":"58 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-08-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129563439","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}

{"title":"RELATIONSHIP MARKETING AND MARKET PENETRATION OF INSURANCE IN LAGOS STATE, NIGERIA","authors":"O. Oluwabiyi, O. Asikhia, T. Egwuonwu","doi":"10.46827/ejmms.v7i4.1302","DOIUrl":"https://doi.org/10.46827/ejmms.v7i4.1302","url":null,"abstract":"The relevance and contribution of insurance in nation building cannot be overemphasized. The insurance industry remains a major constituent and force in the global economy by virtue of the volume of resources it controls as premiums are collected and consequently its investment scale. Notwithstanding, customer patronage of insurance in Africa (except South Africa) is abysmally poor. Similarly, insurance market penetration in Nigeria is dismally low in comparison with other nations in Africa and beyond. While insurance penetration remains low at 0.4%, only 1.7 % of over 190 million people have insurance in place. This has been attributed largely to consumer apathy and subsequent low market penetration of insurance services. In order to help in identifying the areas that call for improvement, this study evaluated customer relationship marketing dimensions and market penetration of insurance in Lagos State, Nigeria. The study adopted a survey research design. The population of the study consisted of 375,000 estimated consumers of insurance services in Lagos State, Nigeria. A sample size of 1,650 consumers was drawn from selected Local Government Areas of Lagos State through the non-probability sampling technique. A questionnaire titled relationship marketing and market penetration of insurance was adapted and validated. The Cronbach’s Alpha coefficient for the constructs ranged between 0.76 and 0.90. A total of 1,650 copies of the questionnaire were administered, with a response rate of 80%. The data were analyzed using descriptive and inferential (multiple linear regression analysis) statistics. The findings revealed that relationship marketing has significant influence on market penetration of insurance (Adj. R2 = 0.124; F (5, 1306) = 38.222, p<0.05). Significant positive relationships were also found between some of the relationship marketing constructs and market penetration of insurance. The study concluded that relationship marketing dimensions of customer awareness, customer trust, customer service quality, product innovation and customization, and customer satisfaction are significant predictors of market penetration of insurance in Lagos State, Nigeria. Thus, to influence the market penetration of insurance, the adoption of relationship marketing is highly recommended.  Article visualizations:","PeriodicalId":109875,"journal":{"name":"European Journal of Management and Marketing Studies","volume":"34 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114440241","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}

{"title":"GENDER BASED SHOPPING AND CONSUMER PURCHASING: “SALE ENDS TODAY”","authors":"Barbara A. Manko, Susheel Tom Jose","doi":"10.46827/ejmms.v7i4.1299","DOIUrl":"https://doi.org/10.46827/ejmms.v7i4.1299","url":null,"abstract":"This paper analyzes gender-based shopping and consumer purchasing patterns during Black Friday sales. Black Friday is one of the most popular shopping days around the globe, especially in the United States where Black Friday falls on the day after Thanksgiving. Its popularity has been growing since 2005. Black Friday deals are becoming popular in more than just the United States; they are also popular in Europe and Latin America. This study focuses on gender-based buying habits, how Black Friday shopping differs from other types of shopping, and what kinds of merchandise are most popular during the holiday season and as well as online and in-person shopping trends among customers. In order to support my study, this research paper is based on statistical findings from Finder.com, Financesonline.com, Adobe Analytics and the National Retail Federation.  Article visualizations:","PeriodicalId":109875,"journal":{"name":"European Journal of Management and Marketing Studies","volume":"41 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132460091","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}