Innovative Marketing最新文献_第9页

Determinants of halal food purchase decisions for Go Food and Shopee Food users Go food和Shopee food用户购买清真食品的决定因素

IF 1.1

Innovative Marketing Pub Date : 2023-03-01 DOI: 10.21511/im.19(1).2023.10

Fachrurrozie, Muhsin, A. Nurkhin, H. Mukhibad, Norzaidi Mohd Daud

{"title":"Determinants of halal food purchase decisions for Go Food and Shopee Food users","authors":"Fachrurrozie, Muhsin, A. Nurkhin, H. Mukhibad, Norzaidi Mohd Daud","doi":"10.21511/im.19(1).2023.10","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.10","url":null,"abstract":"Indonesia is one of the world’s biggest halal food product and service consumers. The halal industry will continue to expand as the Muslim community’s needs grow. Therefore, application development for online halal food providers through the Go Food and Shopee Food platforms is in high demand. This paper aims to analyze the determinants of Go Food and Shopee Food users’ halal food purchase decisions. The theory of planned behavior (TPB), the theory of consumer behavior, and the unified theory of acceptance and utilization of technology (UTAUT2) were used. The research sample consists of Go Food and Shopee Food users chosen randomly from a pool of 104 respondents. The data were collected using a questionnaire developed from previous studies and the theories applied (TPB and UTAUT2). Respondents received questionnaires online via Google Forms. Path analysis was used in this study. The findings show that TPB constructs can adequately explain halal food purchase behavior. The attitude toward the purchase of halal food and subjective norms affect the user’s intentions to purchase halal food. The coefficients are 0.291 and 0.379, with a p-value < 0.001. The user’s intention determines the positive decision to purchase halal food with a coefficient of 0.843 and a p-value < 0.001. Halal awareness is a powerful predictor with a coefficient of 0.206 and a p-value of 0.014. However, perceived behavioral control, halal literacy, religious commitment, financial literacy, and UTAUT2 constructs (price value, hedonic motivation, and habit) were not found to determine the intention to purchase halal food.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42607359","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: 2

Multidimensionality of visual social media marketing and its impact on customer purchase intention on the real estate market 多维度的视觉社交媒体营销及其对房地产市场客户购买意愿的影响

IF 1.1

Innovative Marketing Pub Date : 2023-03-01 DOI: 10.21511/im.19(1).2023.09

Jassim Ahmad Al-Gasawneh, Khalid N. Alzubi, M. Hasan, Abdul Hafaz Ngah, Alaeddin Mohammad Khalaf Ahmad

{"title":"Multidimensionality of visual social media marketing and its impact on customer purchase intention on the real estate market","authors":"Jassim Ahmad Al-Gasawneh, Khalid N. Alzubi, M. Hasan, Abdul Hafaz Ngah, Alaeddin Mohammad Khalaf Ahmad","doi":"10.21511/im.19(1).2023.09","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.09","url":null,"abstract":"The modern real estate industry, including real estate market in Jordan, is highly competitive and challenging. This descriptive study aims to examine the effect of visual social media marketing (VSMM) on customer purchase intentions of Jordanian real estate companies. The paper used electronic word-of-mouth (e-WOM) as a mediator and reliability as a moderator of the relationship between e-WOM and customers’ purchase intention. A conceptual model comprised VSMM dimensions (informative content, entertainment content, and remunerative content), which affect the purchase intention of customers, mediated by thee WOM construct. The construct of reliability moderated the link between e-WOM and purchase intention. Questionnaires were distributed through Google Forms to respondents selected by convenience sampling; as a result, 250 responses were received. PLS-SEM was used to analyze the data and test the hypotheses. The results confirmed a significant impact of VSMM and e-WOM on purchase intentions. In addition, the study found that e-WOM mediates the relationship between VSMM and purchase intention, and reliability moderates the link between e-WOM and purchase intention. The results can help Jordanian real estate companies employ VSMM to increase their customers’ purchase intentions.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46631042","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

Online strategies of brands: A case of Portuguese luxury fashion designers 品牌的线上策略：以葡萄牙奢侈时装设计师为例

IF 1.1

Innovative Marketing Pub Date : 2023-02-14 DOI: 10.21511/im.19(1).2023.07

S. Teixeira, José Luís Reis, Belém Barbosa, Sofia Ferreira

{"title":"Online strategies of brands: A case of Portuguese luxury fashion designers","authors":"S. Teixeira, José Luís Reis, Belém Barbosa, Sofia Ferreira","doi":"10.21511/im.19(1).2023.07","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.07","url":null,"abstract":"The assertive online strategies of Portuguese luxury fashion brands/designers (LFBDs) are essential for managers to succeed in the digital medium and establish long-lasting relationships with clients. This paper explores the challenges in digitizing all the distinctive elements of a luxury fashion brand: the product characteristics, the luxury atmosphere, the personalization of the service, and the services provided. Fourteen Portuguese brands/designers were selected for content analysis. According to Hansen’s framework, 43% of Portuguese LFBDs fail to share information about their companies on their websites, and only 43% include promotions. Only 36% have a community outside the websites, compared to 93% of the international luxury fashion brands. Moreover, Portuguese websites lack 360° technology and augmented reality. Considering the Digital Visual Merchandising – MVD Grid, Portuguese LFBDs do not allow multiple zooms and 2D F/T cursor change, while international brands feature these tools. Regarding the Social Media Performance Analysis Grid, the global average engagement rate of Portuguese LFBDs on Facebook is 0.19% and on Instagram – 0.89%. According to Social Media Content Analysis Grid, Portuguese brands bet a lot on sharing content in story format, mainly on Instagram; however, Facebook has a higher network value. Therefore, the findings show that Portuguese LFBDs should be present and market their products online. This online presence must be supported by a multi-channel strategy while maintaining luxury product characteristics and elements of differentiation.\u0000AcknowledgmentThis study is partially financed by the Portuguese national funds through FCT – Fundação para a Ciência e Tecnologia, under the project UIDB/05422/2020.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42966916","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

How do companies respond to consumer advocacy behavior in their digital marketing strategies? 公司在其数字营销策略中如何应对消费者的倡导行为？

IF 1.1

Innovative Marketing Pub Date : 2023-02-14 DOI: 10.21511/im.19(1).2023.08

Ahmad Ikhwan Setiawan

{"title":"How do companies respond to consumer advocacy behavior in their digital marketing strategies?","authors":"Ahmad Ikhwan Setiawan","doi":"10.21511/im.19(1).2023.08","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.08","url":null,"abstract":"This study aims to confirm whether the series of marketing strategies designed by companies have followed the consumer process in product consumption with reference to the stages of the 5As: aware, appeal, ask, act, and advocate. Companies respond to these stages by implementing five market interventions: consumer affinitive direction, touch power strengthening, market preference enhancement, loyalty retain quality, and e-advocacy leverage capacity. An empirical analysis using AMOS was carried out on 352 online-based culinary business operators in Indonesia, a field that has experienced massive expansion during the Covid-19 pandemic. From the results of this analysis, it can be concluded that although the market interventions do not follow the exact same process as the 5A concept, in general, the stages followed by companies in online product marketing are compatible and parallel to those in the consumer process of product consumption. The various concepts of digital marketing strategies contribute conceptually to enhance the scope of e-advocacy theory from the perspective of strategic marketing, a field that has received limited research attention.\u0000AcknowledgmentI would like to acknowledge the support of the Research and Community Service Institute, Sebelas Maret University (SMU) Indonesia, which helped me fund and publish this study. I also express my appreciation to several undergraduate students, members of the research group of Behavioral Marketing, SMU, who have assisted in disseminating and collecting the data. Finally, I appreciate my lecturer colleagues from the Management Department of the Faculty of Economics and Business, SMU, who were always enthusiastically involved in discussing the problems and phenomena in this analysis.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48928772","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

Key competitiveness of Indonesian small wooden furniture business 印尼小型木制家具企业的核心竞争力

IF 1.1

Innovative Marketing Pub Date : 2023-01-31 DOI: 10.21511/im.19(1).2023.06

Jusni Jusni, A. Aswan, Muhammad Hakimi Mohd Shafiai, Gunawan Baharuddin, Riandha Ridho Hafizh Thaha

{"title":"Key competitiveness of Indonesian small wooden furniture business","authors":"Jusni Jusni, A. Aswan, Muhammad Hakimi Mohd Shafiai, Gunawan Baharuddin, Riandha Ridho Hafizh Thaha","doi":"10.21511/im.19(1).2023.06","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.06","url":null,"abstract":"Small wooden furniture businesses in East Indonesia feel pressure from the furniture businesses of the West Indonesia, in particular from Jepara, due to a fierce international rivalry. The study is intended to analyze the effect of market orientation and entrepreneurial orientation on competitiveness with innovation as an intervening variable. The study distributed 189 questionnaires to the small wooden furniture producers in the South and West Sulawesi Provinces. The collected data were analyzed by structural equation modeling using maximum likelihood approach. The study found that market orientation, entrepreneurial orientation, and innovation contributed to leveraging the competitiveness of small furniture producers. With this model, market orientation is found to have a positive and significant effect on innovation and competitiveness, both with a small-medium effect. Interestingly, the relationship between entrepreneurial orientation and innovativeness shows a positive, significant, and the most dominant of all structural causal relationships in the model, with a small-high effect. In contrast, the relationship between entrepreneurial orientation and competitiveness has a positive and significant effect with a smaller path coefficient. The study also found that innovation shows a positive and significant effect on competitiveness with a relatively small impact.\u0000AcknowledgmentThe case of small wooden furniture businesses of Indonesia is part of collaborative research between the research teams from Hasanudd in University and Universiti Kebangsaan Malaysia. In carrying out this study, the involvement of a number of agencies cannot be ignored: the Cooperative and Small and Medium Size Regional Office of South and West Sulawesi Province and Cooperatives and the Small and Medium Size Regional Office of Makassar City.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45533953","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

The influence of hedonic values and extraversion on online impulse buying: Empirical evidence from Indonesia 享乐价值观和外向性对网上冲动购买的影响——来自印度尼西亚的经验证据

IF 1.1

Innovative Marketing Pub Date : 2023-01-30 DOI: 10.21511/im.19(1).2023.05

A. Helmi, Yevis Marty Oesman, U. Kaltum, Yudi Ahmad Faisal

{"title":"The influence of hedonic values and extraversion on online impulse buying: Empirical evidence from Indonesia","authors":"A. Helmi, Yevis Marty Oesman, U. Kaltum, Yudi Ahmad Faisal","doi":"10.21511/im.19(1).2023.05","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.05","url":null,"abstract":"The purpose of this study is to analyze Indonesian consumer hedonic values, extraversion, and online impulse buying, as well as to examine the influence of consumer hedonic values and extraversion personality on impulsive online buying. This study uses a quantitative research method that employs descriptive and associative tools. The primary data were gathered through social media surveys of Indonesian consumers who buy goods through e-commerce. Of the 440 respondents who received questionnaires, only 400 completed them accurately. According to the survey, at least 75% of respondents shop online regularly. The study’s findings describe three types of Indonesian online consumers: those with hedonic values, those with reasonably high extrovert personalities, and those prone to online impulse buying. Path analysis results indicate that both hedonic value and extraversion have a significant influence on online impulse buying. Hedonic consumers enjoy online shopping, and as a result, they discover items they had not previously considered purchasing without careful consideration. On the other hand, extroverted consumers who are outgoing, passionate, and pleasant in social situations are more likely to be interested in impulsive online buying. These results provide online business owners with necessary guidance by demonstrating the importance of developing a website that is not only informative but also visually appealing and engaging to trigger impulse buying.\u0000Acknowledgment This study was supported by a research grant from Universitas Padjadjaran, Indonesia.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48221262","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

New tourist needs and perceptions on sustainability during the pandemic: An analysis of Paracas National Reserve, Peru 大流行期间新的旅游需求和对可持续性的看法:秘鲁帕拉卡斯国家保护区的分析

IF 1.1

Innovative Marketing Pub Date : 2023-01-18 DOI: 10.21511/im.19(1).2023.04

Marjorie Riofrio-Carbajal, Heber Luis Olavarria-Benavides, Daniel Amadeo Robles-Fabian, Franklin Cordova-Buiza

{"title":"New tourist needs and perceptions on sustainability during the pandemic: An analysis of Paracas National Reserve, Peru","authors":"Marjorie Riofrio-Carbajal, Heber Luis Olavarria-Benavides, Daniel Amadeo Robles-Fabian, Franklin Cordova-Buiza","doi":"10.21511/im.19(1).2023.04","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.04","url":null,"abstract":"Tourism has shown relevance worldwide due to its economic and social significance. However, the pandemic has given rise to new perspectives on sustainable development. Thus, it is vital to identify new tourist needs and impressions about tourist attractions. The Paracas National Reserve attracts thousands of people yearly and seeks to protect the marine-coastal ecosystems home to extraordinary biological diversity. The study aims to define the perception of sustainability and the emerging needs of tourists from Lima, the capital of Peru, when visiting the Paracas National Reserve during the pandemic. The paper is non-experimental, quantitative, explanatory, and transversal research. A survey was applied to 83 respondents from Lima who had visited the Paracas National Reserve before and during the pandemic. For data collection, the survey technique with Google Forms was used; quantitative data were analyzed using MS Excel. The findings show that 88% of tourists prefer to travel with family or friends, 88.24% consider it essential to reduce the number of groups, 69.41% value social distancing, 60.2% note that the Reserve is well attended, 75.9% are satisfied with the activities carried out, and 94% find it a professional and entertaining experience. It is concluded that tourists from Lima are aware of valuing the biodiversity of the Paracas National Reserve during the pandemic and care for its environment. In addition, they care about staying healthy, considering all the recommended protocols.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45940888","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: 4

Gen-Z Muslims’ purchase intention of halal food: Evidence from Indonesia z世代穆斯林对清真食品的购买意愿:来自印度尼西亚的证据

IF 1.1

Innovative Marketing Pub Date : 2023-01-16 DOI: 10.21511/im.19(1).2023.02

Nur Rizqi Febriandika, Vamel Wijaya, Lukmanul Hakim

{"title":"Gen-Z Muslims’ purchase intention of halal food: Evidence from Indonesia","authors":"Nur Rizqi Febriandika, Vamel Wijaya, Lukmanul Hakim","doi":"10.21511/im.19(1).2023.02","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.02","url":null,"abstract":"Halal food production is a crucial sector for Muslims, especially Generation Z, who spend time eating in stalls and restaurants instead of eating homemade food. This tendency is higher than in the previous generation. Thus, this study aims to estimate the factors influencing the purchase intention of halal food for Generation Z Muslims in Indonesia. This quantitative study uses a questionnaire distributed randomly online to 352 respondents. Data analysis and hypotheses were examined using the structural equation model (SEM) approach. The results show that religious belief, exposure, and health reasons are essential in increasing halal awareness. Meanwhile, halal awareness and knowledge positively contributed to increasing interest in buying halal food. On the other hand, Islamic brands do not affect the buying interest of Generation Z Muslims in halal products. This shows that Islamic brands in the food sector have no impact on Generation Z Muslims in a Muslim-majority country like Indonesia. This also confirms previous studies conducted in Muslim-majority countries such as Saudi Arabia that Islamic brands do not increase interest in buying halal food. This is because they are used to buying food without seeing the Islamic brand as long as it is halal. However, this result may be different if Muslims live in a non-Islamic country since Islamic branding can provide a comfortable feeling for Muslims in a non-Islamic country.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48920899","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: 8

Impact of laptop dealer firm’s service quality on customers’ loyalty in Jordan 约旦笔记本电脑经销商服务质量对顾客忠诚度的影响

IF 1.1

Innovative Marketing Pub Date : 2023-01-16 DOI: 10.21511/im.19(1).2023.03

Alhareth Mohammed Abu Hussein, Al-Harith M. Abu Hussien, Rashad Al Saed, Ahmad A. I. Shajrawi, A. Albloush, Hussam Ali

{"title":"Impact of laptop dealer firm’s service quality on customers’ loyalty in Jordan","authors":"Alhareth Mohammed Abu Hussein, Al-Harith M. Abu Hussien, Rashad Al Saed, Ahmad A. I. Shajrawi, A. Albloush, Hussam Ali","doi":"10.21511/im.19(1).2023.03","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.03","url":null,"abstract":"This study aims to investigate how various aspects of service quality in laptop dealer companies affect customers’ loyalty in Jordan. Data were collected from 341 Jordanian clients of dealer firms selling laptops in Jordan (HP, LG, Toshiba, Apple, Samsung, Sony, and Dell). Collected data were then analyzed; the hypotheses were assessed with the help of SPSS and structural equation modeling. The findings showed that customers’ loyalty is significantly impacted by reliability, accessibility to service, and safety. Furthermore, the value of beta represents relative importance. The dimension of safety showed the highest level in size of the impact on customers’ loyalty, and its value was 0.446 of the total impact. Next, the access to service dimension was the second factor in the impact size (0.239), and the reliability dimension demonstrated the smallest impact size with 0.146. Additionally, the findings revealed that reliability, access to service, and safety explain 52% of the variance in customers’ loyalty to purchase a laptop in Jordan. As a result, the study recommends that Jordanian laptop dealer firms consider all three service quality characteristics, particularly safety, to maintain the loyalty of their customers.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48601083","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

Inclusivity and corporate social responsibility in marketing 市场营销中的包容性和企业社会责任

IF 1.1

Innovative Marketing Pub Date : 2023-01-06 DOI: 10.21511/im.19(1).2023.01

João M. S. Carvalho, Sónia Nogueira, N. Martins

{"title":"Inclusivity and corporate social responsibility in marketing","authors":"João M. S. Carvalho, Sónia Nogueira, N. Martins","doi":"10.21511/im.19(1).2023.01","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.01","url":null,"abstract":"Inclusivity and corporate social responsibility (CSR) in a community where ethnic diversity and conflict are very low compared to other countries still need to be researched more. This study aims to analyze university students’ awareness of inclusivity and CSR in marketing teaching using a pretest-posttest control group design. Both experimental (n = 138) and control (n = 140) groups are homogeneous regarding nationality, ethnicity, and age. The experimental group was subject to specific training on inclusive products, marketing communication, and CSR, which allowed testing of their perceptions and the training’s effectiveness. The first trial showed that the change in the experimental group was 8%, against 2.5% in the control group. The second trial demonstrated that the change in the experimental group was 30.4%, noting inclusive reasons, and, in the control group, only 6.4%. The third trial found a positive evolution in the experimental group, with more than 8.3% of students choosing the CSR company, and a negative evolution in the control group of –5.6%. These differences were not statistically significant within both groups but significant when comparing the two groups. The results of this study highlight that this homogeneous population does not think about those issues when analyzing businesses, products, or marketing communication. However, when people are submitted to specific training, they become aware and change their perceptions accordingly to what was expected. Thus, one concludes that education for inclusivity and CSR should be part of students’ training, independently of the homogeneity of the social and human environment.\u0000AcknowledgmentThe authors would like to thank their students at Universidade Portucalense for accepting that their school tests were used to design and publish this paper.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"68560790","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