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Unveiling the Impact: AI-Driven Marketing tactics on Implementation Strategy – Systematic Literature Review (SLR) Approach 揭示影响：人工智能驱动的营销策略对实施战略的影响--系统文献综述（SLR）方法
Journal of Marketing Research and Case Studies Pub Date : 2024-07-22 DOI: 10.5171/2024.374179
Mbwidifu Patience Gana
{"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}
引用次数: 0
Utilizing Eye-Tracking in Advertising: Preliminary Findings 在广告中使用眼动追踪技术：初步研究结果
Journal of Marketing Research and Case Studies Pub Date : 2024-07-22 DOI: 10.5171/2024.404100
Ivana Ondrijová, Anna Tomková, Tatiana Pethö
{"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}
引用次数: 0
Understanding the Crucial Role of Brand Image in the Students’ Higher Education Institution Choice: A Review of the Literature of Higher Education Branding 了解品牌形象在学生选择高等教育机构中的关键作用：高等教育品牌文献综述
Journal of Marketing Research and Case Studies Pub Date : 2024-03-20 DOI: 10.5171/2024.224523
Douaa Snadrou, Malika Haoucha
{"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}
引用次数: 0
The Impact of COVID-19 on e-Commerce: A Systematic Review of the Literature on the Purchasing Behavior of Online Retail Consumers COVID-19 对电子商务的影响：关于在线零售消费者购买行为的系统性文献综述
Journal of Marketing Research and Case Studies Pub Date : 2024-02-08 DOI: 10.5171/2024.403212
Ana Paula Afonso, Jessica Carneiro, Ana Isabel Azevedo
{"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}
引用次数: 0
The Impact of COVID-19 on e-Commerce: A Systematic Review of the Literature on the Purchasing Behavior of Online Retail Consumers COVID-19 对电子商务的影响：关于在线零售消费者购买行为的系统性文献综述
Journal of Marketing Research and Case Studies Pub Date : 2024-02-08 DOI: 10.5171/2024.403212
Ana Paula Afonso, Jessica Carneiro, Ana Isabel Azevedo
{"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}
引用次数: 0
Consumer Behavior towards Agri-Food Products during the COVID-19 Crisis: An Empirical Study 新冠肺炎危机期间农产品消费者行为实证研究
Journal of Marketing Research and Case Studies Pub Date : 2023-08-09 DOI: 10.5171/2023.826704
A. Ichim
{"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}
引用次数: 0
The Impact of Place Attachment on Citizen Participation in Place Marketing: Towards a Conceptual Framework of the Antecedents and Consequences of Place Attachment 地方依恋对公民参与地方营销的影响:关于地方依恋的前因与后果的概念框架
Journal of Marketing Research and Case Studies Pub Date : 2023-07-17 DOI: 10.5171/2023.229393
Nada Khairat, Said Marso
{"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}
引用次数: 6
Case Study: Marketing Communication of a Sports Organization Helping it Move towards its Sustainability 案例研究:某体育组织的营销传播帮助其走向可持续发展
Journal of Marketing Research and Case Studies Pub Date : 2023-05-08 DOI: 10.5171/2023.509596
M. Varmus, M. Mičiak, Patrik Hudec, David Facko, Matej Hliva
{"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}
引用次数: 0
Green Business Sustainability: SMES Strategy to Increase Business Performance and Save the Environment 绿色商业可持续发展:中小企业提高经营业绩和拯救环境的策略
Journal of Marketing Research and Case Studies Pub Date : 2023-02-16 DOI: 10.5171/2023.516052
D. Purbawati, Widiartanto Widiartanto, Robetmi Jumpakita Pinem
{"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}
引用次数: 1
Tourist Experience in Destinations: Rethinking a Conceptual Framework of Destination Experience 目的地中的游客体验:对目的地体验概念框架的再思考
Journal of Marketing Research and Case Studies Pub Date : 2023-02-01 DOI: 10.5171/2023.340232
Walid Bernaki, Said Marso
{"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}
引用次数: 0
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