International Review of Management and Marketing最新文献_第4页

The Role of Digital Marketing in Shaping Students’ Attitudes towards Health Care Professions 数字营销在塑造学生对医疗保健专业态度中的作用

International Review of Management and Marketing Pub Date : 2024-05-10 DOI: 10.32479/irmm.16131

Angelo R. Santos

{"title":"The Role of Digital Marketing in Shaping Students’ Attitudes towards Health Care Professions","authors":"Angelo R. Santos","doi":"10.32479/irmm.16131","DOIUrl":"https://doi.org/10.32479/irmm.16131","url":null,"abstract":"\u0000\u0000\u0000Amidst a burgeoning digital landscape, the role of digital marketing in shaping students’ attitudes towards healthcare professions remains relatively unexplored. This study aimed to investigate how digital marketing influences students’ perspectives about healthcare careers, with a specific focus on students in Nueva Ecija, Philippines. Utilizing a quantitative approach, the study involved a survey of 148 students from Nueva Ecija, Philippines. Respondents were asked about their exposure to various forms of digital marketing and their attitudes towards healthcare professions. The study revealed a significant relationship between students’ exposure to digital marketing and their attitudes towards healthcare professions. Notably, higher levels of digital marketing exposure were associated with more positive attitudes towards healthcare careers. Additionally, the findings suggest that targeted advertising campaigns and engaging social media content play a crucial role in shaping these attitudes. The study underscores the potential of digital marketing in addressing the challenges of healthcare workforce shortages and uneven distribution. It highlights the need for educational institutions, healthcare organizations, and policymakers to harness digital marketing strategies effectively to enhance the appeal of healthcare professions among potential students and professionals.\u0000\u0000\u0000","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 46","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140993013","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

Communicating Banking Cyber-security Measures, Customer Ethical Concerns, Experience, and Loyalty Intentions: A Developing Economy’s Perspective 传播银行业网络安全措施、客户道德关切、体验和忠诚意向：发展中经济体的视角

International Review of Management and Marketing Pub Date : 2024-05-10 DOI: 10.32479/irmm.16095

F. M. Mgiba, Thozama Mxotwa

{"title":"Communicating Banking Cyber-security Measures, Customer Ethical Concerns, Experience, and Loyalty Intentions: A Developing Economy’s Perspective","authors":"F. M. Mgiba, Thozama Mxotwa","doi":"10.32479/irmm.16095","DOIUrl":"https://doi.org/10.32479/irmm.16095","url":null,"abstract":"AI technology-based banking services development has disrupted the way people participate in banking transactions. It has created easier and faster banking transaction possibilities with the use of electronic gadgets. However, ethical concerns about these applications have also been amplified together with the need for management communication of safety features and protocols for customer information protection, and redress when infringements occur. The study was an attempt to highlight how AI-enabled banking services safety communication affects customers’ ethical concerns and how the concerns shape their banking services value perception, attitude, and loyalty intentions. A conceptual framework based on the generic AI technology, ethical concerns, and loyalty intentions was used as a basis for this study. It attempted to test the link between management communication, ethical concerns, satisfaction/dissatisfaction, and customer loyalty to AI-based banking services in a developing economy context. The study used three theoretical grounding bases to empirically test the proposed hypotheses. The results analysis followed Structural equation modeling (SEM). The results confirmed the impact of management communication on customers’ ethical concerns of security, privacy, diversity, and discrimination, and the positive influence of privacy and security on satisfaction/dissatisfaction. However, the relationship between diversity and discrimination concerns with customer satisfaction was not confirmed. Lastly, customer satisfaction was proven to impact their loyalty intentions.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 14","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141128755","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

Investigating the Features of Sales Promotions: Conceptualization and Empirical Evidence 调查促销活动的特点：概念化和经验证据

International Review of Management and Marketing Pub Date : 2024-05-10 DOI: 10.32479/irmm.15992

Bilson Simamora, Syanne Emmanuella Xzyfanequo

引用次数: 0

Communal Effect Attitudes on Punjab Senior Citizens 旁遮普老年公民的族群效应态度

International Review of Management and Marketing Pub Date : 2024-05-10 DOI: 10.32479/irmm.16023

Navjot Kaur, Priyanka Parihar

{"title":"Communal Effect Attitudes on Punjab Senior Citizens","authors":"Navjot Kaur, Priyanka Parihar","doi":"10.32479/irmm.16023","DOIUrl":"https://doi.org/10.32479/irmm.16023","url":null,"abstract":"Among the most vulnerable groups in society is the elderly, who face issues such as a deteriorating feeling of self-worth brought on by physical weakness, a dwindling social position, and limited financial resources. Feelings of insignificance have been exacerbated by the fact that families are finding it more difficult to care for the elderly due to socioeconomic and demographic changes. As a result, psychological difficulties frequently outweigh outward indications of aging as people age. With a specific focus on 260 senior individuals in Punjab between the ages of 60 and 90, this study sought to investigate the effects of family and social attitudes toward the old. The majority of respondents claimed financial independence, but only 11% reported having stable finances due to rental income and savings account interest. But 8% struggled to pay for everyday needs, and some experienced severe financial difficulties related to fundamental needs and family responsibilities. Remarkably, only 11.7% of older people consistently created strong social relationships, compared to 76.6% who did so on occasion. Furthermore, 16.7% of respondents admitted to their situation, suggesting a greater dedication to maintaining family togetherness. The behavioral changes aligned with the perceptions of 83% of senior respondents who observed a shift in the way older persons view their basic obligations. Family dynamics, economic dependence, physical abuse cases, feelings of isolation, inadequate social support, family members' disdain, and food-related issues were among the main concerns. The study emphasized the complex relationships that exist between aging, health problems, decreased physical activity, and elder abuse. It also clarified the critical roles that qualities, social interactions, financial dependence, and behaviors have in influencing these relationships.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 5","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140992841","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

Analysis of Green HRM, Green Value Strategic Improving CSR and Green Performance in Central Kalimantan HSL Palm Companies 中加里曼丹 HSL 棕榈公司的绿色人力资源管理、绿色价值战略改进企业社会责任和绿色绩效分析

International Review of Management and Marketing Pub Date : 2024-05-10 DOI: 10.32479/irmm.16262

Laden Mering

{"title":"Analysis of Green HRM, Green Value Strategic Improving CSR and Green Performance in Central Kalimantan HSL Palm Companies","authors":"Laden Mering","doi":"10.32479/irmm.16262","DOIUrl":"https://doi.org/10.32479/irmm.16262","url":null,"abstract":"Research in the field of human resources that raises the topic of Green HRM to improve Green Performance. The research base also assesses the role of Strategic Green Value in encouraging corporate CSR and has an impact on increasing green performance. Research was conducted quantitatively on 100 CSR respondents from Sustainable Hutan Sawit Lestari palm oil companies in Central Kalimantan. The results of the analysis with Smart PLS show that Green HRM is significant in increasing Green Performance by (5%, but not significantly increasing the CSR program. The next significant result is Green Value Strategy on Green Performance and the significant effect of increasing CSR by 63%. The results of the analysis of the mediating role are a combination namely the CSR program has a significant positive influence on the relationship between Green Value Strategy and Green Performance and there are insignificant results regarding the mediating role of CSR on the relationship between Green HRM in improving Green Performance. Overall the research model from the Q square value shows 95%, namely the importance of Green HRM, Green Value Strategy, CSR in Green Performance. Implementation of these results can be applied to Sustainable Hutan Sawit Lestari companies for managing HRM and natural resources by providing skills training in maintaining the quality of life of the organization and the company environment in a CSR program to improve the company's reputation. In further research you can consider Green Technology.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140992559","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

Unveiling the Shadow: Theorizing the Impact of Narcissistic Leadership on Sales Teams 揭开阴影：自恋型领导对销售团队影响的理论研究

International Review of Management and Marketing Pub Date : 2024-05-10 DOI: 10.32479/irmm.15991

Jorge Bullemore

引用次数: 0

Engaging Consumer Senses: The Role of Interactive Brand Experiences in Brand Building 调动消费者的感官：互动品牌体验在品牌建设中的作用

International Review of Management and Marketing Pub Date : 2024-03-19 DOI: 10.32479/irmm.15541

Neo Ligaraba

{"title":"Engaging Consumer Senses: The Role of Interactive Brand Experiences in Brand Building","authors":"Neo Ligaraba","doi":"10.32479/irmm.15541","DOIUrl":"https://doi.org/10.32479/irmm.15541","url":null,"abstract":"\u0000\u0000\u0000Successful brands are investing in creating exceptional interactive brand experiences and fostering emotional connections to build brand love. This dual approach contributes to long-term customer relationships and is an effective way for companies to create hedonic value thereby gaining a competitive advantage. The purpose of the study is to investigate how interactive brand experiences (i.e., sensory, emotional, behavioural, and intellectual) influence brand love in the energy drinks category amongst young adults in South Africa. Data were collected from energy drink young adults through physical surveys. The study applied partial least-square-based structural equation modeling (PLS-SEM). The results revealed that the various interactive brand experiences dimensions influence brand love. Although the brand experience dimensions are supported, they don’t seem to equally influence brand love, as the sensory experience dimension (i.e., taste, smell, sight, touch, and sound), had the strongest influence on brand love. Consumers desire something that touches their heart and engages their senses. Marketers can therefore focus on building brand related stimuli in order to influence consumer behaviour. By focusing on these alternative marketing approaches to brand building, marketers can attract and retain young adults. This research contributes to understanding how brand experiences influence brand love in the energy drinks beverage category.\u0000\u0000\u0000","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":"19 4","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140228752","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

Navigating the Marketing Landscape: Strategies for Promoting Private Higher Education Institutions in South Africa 驾驭营销格局：推广南非私立高等教育机构的战略

International Review of Management and Marketing Pub Date : 2024-03-19 DOI: 10.32479/irmm.15609

Emetia Swart, Flip Schutte

{"title":"Navigating the Marketing Landscape: Strategies for Promoting Private Higher Education Institutions in South Africa","authors":"Emetia Swart, Flip Schutte","doi":"10.32479/irmm.15609","DOIUrl":"https://doi.org/10.32479/irmm.15609","url":null,"abstract":"Private institutions in South Africa's higher education sector need effective marketing strategies to attract and retain students amidst competition. This article provides marketing strategies for Private Higher Education Institutions (PHEIs) in South Africa to navigate a competitive landscape. The objective of the research is to determine the effective media and marketing activities for PHEIs to target a larger market share. The study involved 23 semi-structured interviews with students enrolled at three PHEIs in South Africa. The researcher conducted a thematic analysis to identify patterns from transcribed interviews. Codes were created for each theme, and similar topics were clustered. Microsoft Word and Excel were used for data interpretation and visualisation. ATLAS.ti 22, a CAQDAS software, was employed for further analysis and interpretation. The study suggests that PHEIs in South Africa should prioritise their online presence, websites, and participation in high schools and career fairs to target a larger market share. Marketers should create and adapt their marketing strategies to include various communication channels and methods. Positive word-of-mouth interactions also play a significant role in the marketing efforts of PHEIs, so marketers should focus on developing strategies that generate such interactions.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":"53 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140228678","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

Investigating the Dark Side of Social Media Marketing: Case of Cyberbullying on Micro Celebrities 调查社交媒体营销的阴暗面：微名人网络欺凌案例

International Review of Management and Marketing Pub Date : 2024-03-19 DOI: 10.32479/irmm.15758

Leila Lefi, Sarra Sghaier

{"title":"Investigating the Dark Side of Social Media Marketing: Case of Cyberbullying on Micro Celebrities","authors":"Leila Lefi, Sarra Sghaier","doi":"10.32479/irmm.15758","DOIUrl":"https://doi.org/10.32479/irmm.15758","url":null,"abstract":"A substantial growth of using social media is the new marketing trend in last few years. Influencers are now recognized as new micro-celebrities. So that, marketing professionals are increasingly using them for a better placement of their products. This new trend is considered as the bright side of social media. But, little is known about the dark side. This research investigates the dark side of social media in the particular case of Instagram platform. We focused on cyberbullying as an abusive way usually used by followers in order to highlight the real effects on micro-celebrities. This research innovatively used netnography method to extract and analyse Instagram posts on the official account of one well-known Tunisian micro-celebrity. All contents shared during 3 months by individuals involved in this research were recorded using Nvivo 11.0 for thematic analysis and coding. Results shown that strangely, cyberbullying in Tunisian context doesn’t cause psychological disorder but made the victim viral and famous. It seems that masquerading was provoked by the micro-celebrity to get more followers, more endorsement and more profit. Limitations and future research directions were stipulated.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":"8 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140230628","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

Comparing Algorithm-Based and Friend-Based Recommendations on Audio Streaming Platforms 比较音频流平台上基于算法的推荐和基于朋友的推荐

International Review of Management and Marketing Pub Date : 2024-03-19 DOI: 10.32479/irmm.15673

Anne Mareike Flaswinkel, Reinhold Decker

引用次数: 0