European Journal of Management and Marketing Studies最新文献

{"title":"A STUDY ON THE IMPACT OF SOCIAL MEDIA USER EXPERIENCE ON THE BRAND PERCEPTION AND CHOICE OF CHONGQING VOCATIONAL COLLEGE STUDENTS: A GENDER-BASED MODERATING EFFECT","authors":"Liu Yiran, Ali Khatibi, J. Tham","doi":"10.46827/ejmms.v8i4.1666","DOIUrl":"https://doi.org/10.46827/ejmms.v8i4.1666","url":null,"abstract":"With the vigorous development of social media in China and the increasing demand for enhancing the brand value of higher vocational colleges, the impact of students' brand experience and perceptual behavior on the brand value of higher vocational colleges on social media has become a focus that every higher vocational college cannot ignore. There are few studies in the academic community on the impact of students' brand experience and perceptual behavior on the brand value of higher vocational colleges on social media, and most of them still remain at the level of ordinary undergraduate colleges and social media teaching. However, with the rapid development of information technology, social media has become an important platform for students to obtain information, exchange views, and shape personal cognition. Therefore, this study is crucial for brand marketing and brand construction of higher vocational colleges, as well as future enrollment. This study selected 462 students in Chongqing as the research object, using AMOS structural equation modeling, through the design of social media brand experience, student perceptual behavior questionnaire, and higher vocational college brand value evaluation tool, we collected relevant quantitative data. The aim is to comprehensively understand the impact of social media brand experience and student perceptual behavior on the brand value of higher vocational colleges. The focus of particular attention is the possible moderating effect of gender on student perceptual behavior and higher vocational college brand value. The research results show that student perceptual behavior as an intermediary has a significant positive partial mediating relationship between social media brand experience and higher vocational college brand value. At the same time, gender as a moderating variable plays a significant moderating role in student perceptual behavior and higher vocational college brand value. Moreover, the moderating effect of female students is significantly greater than that of male students. This finding provides practical guidance for brand management in higher vocational colleges and helps to develop more targeted brand promotion strategies.  Article visualizations:","PeriodicalId":491598,"journal":{"name":"European Journal of Management and Marketing Studies","volume":" 46","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140221623","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":"MEASURING TECHNICAL EFFICIENCY AMONG DEPARTMENT OF TOURISM (DOT) ACCREDITED RESORTS IN DAVAO REGION: APPLICATION OF DATA ENVELOPMENT ANALYSIS (DEA)","authors":"Clarence Joy D. Alcaraz, Lilibeth C. Aragon","doi":"10.46827/ejmms.v8i4.1661","DOIUrl":"https://doi.org/10.46827/ejmms.v8i4.1661","url":null,"abstract":"One of the most important players in the hospitality and tourism industries is the resort industry. Data envelopment analysis (DEA) allows measuring the variation in efficiency between resorts businesses and in a particular time period. Furthermore, this technique allows the identification of the possible sources of inefficiency. The study developed a methodology utilizing the capabilities of Data Envelopment Analysis that provides a reasonably accurate means of evaluating the technical efficiency of DOT-accredited resorts in the Davao Region. Results of the study reveal that 18 out of 23 DMUs classified as fully efficient comprising 82.61% while the other 5 DMUs are under-efficient constituting 17.39% in total. Moreover, demographic characteristic significantly contributes to the efficient performance of DOT-accredited resorts in the Davao Region. These demographic characteristics, such as provincial category, type of resorts, and accessibility, provide policymakers, industry stakeholders, and tourism associations with information regarding the state of the tourism industry in various provinces, the type of resorts, and the means of reaching the resorts (accessibility). These results enable more focused assistance and coordinated efforts to improve the region's competitiveness and sustainability.  Article visualizations:","PeriodicalId":491598,"journal":{"name":"European Journal of Management and Marketing Studies","volume":"1977 11‐12","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140246813","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":"IMPACTS OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOR: A CASE STUDY IN DAVAO CITY, PHILIPPINES","authors":"Nickler John Soria","doi":"10.46827/ejmms.v8i4.1655","DOIUrl":"https://doi.org/10.46827/ejmms.v8i4.1655","url":null,"abstract":"<p>The researcher aims to understand how the public perceives advertisements and the influence of social media influencers on consumer behavior in Davao City, Philippines. By using a quantitative research approach, they conducted a questionnaire survey using a snowball sampling method, involving 156 respondents, mainly cyber-consumers aged 17 and above. The study discovered that online word-of-mouth advertising significantly impacts consumers' decision-making processes, with social media influencers playing an important role in shaping consumers' views on products. This study adds to existing literature by providing notes on the impact of contemporary advertising and validating the effectiveness of social media influencer marketing in influencing consumer behavior.</p><p> </p><p><strong> Article visualizations:</strong></p><p><img src=\"/-counters-/soc/0795/a.php\" alt=\"Hit counter\" /></p>","PeriodicalId":491598,"journal":{"name":"European Journal of Management and Marketing Studies","volume":"35 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140421818","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":"NAVIGATING DIGITAL MARKETING: EXAMINING SELF-ESCAPISM ATTITUDES AND ONLINE BUYING INTENTIONS IN SAUDI ARABIA","authors":"Bandar Khalaf Alharthey","doi":"10.46827/ejmms.v8i4.1640","DOIUrl":"https://doi.org/10.46827/ejmms.v8i4.1640","url":null,"abstract":"Online shopping is a widely acknowledged phenomenon in the Kingdom of Saudi Arabia (KSA), with platforms like Noon and Amazon.sa serving as prominent destinations for millions of users. Driven by both utilitarian and hedonic motives, users in KSA actively engage in online shopping activities. While existing literature highlights the significance of self-escapism as a fundamental hedonic motivation, users' attitude towards online buying and purchasing behavior remain understudied. This study explores dimensions of users' self-escapism which includes self-suppression and self-expansion motivation in the context of online shopping in KSA and its direct and mediated effects on their attitude and buying behavior. The research is based on the collection of data from 219 users of noon.com and amazon.sa in KSA through an online survey. The findings of this study reveal that users' self-escapism motivation in online shopping engagement is a two-dimensional construct, encompassing self-suppression and self-expansion factors. This motivation directly influences customers' engagement with online shopping. The study identifies mediating roles of attitude toward online shopping intention during users' online buying experiences. This research provides valuable insights into the motivations of users who turn to online shopping as a means of self-regulation in the KSA context. Sellers can leverage these perceptions to create online shopping environments that cater to the self-escapism needs of users, thereby influencing and encouraging them to make online purchases.  Article visualizations:","PeriodicalId":491598,"journal":{"name":"European Journal of Management and Marketing Studies","volume":"216 ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140459404","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":"UM BENCHMARKING SOBRE AS ESTRATÉGIAS DE MARKETING E COMUNICAÇÃO DA FAMÍLIA REAL BRITÂNICA","authors":"Paulo Henrique Pinho De Oliveira, Letícia De Mattos Richa Ribeiro, Beatriz de Carvalho Oliveira","doi":"10.46827/ejmms.v8i4.1628","DOIUrl":"https://doi.org/10.46827/ejmms.v8i4.1628","url":null,"abstract":"Qualquer empresa deseja obter relevância no mercado e pretende se tornar uma das marcas mais valiosas do mundo. Porém para se solidificar é imprescindível investir em estratégia de marketing e comunicação. E porque não aprender com a Monarquia mais emblemática do mundo, a Família Real Britânica, a qual ao longo de séculos se mantem como uma das mais valiosas. Por conta disso, essa pesquisa se propõe a responder de que modo as estratégias de marketing utilizadas pela família real britânica podem servir de exemplo para grandes empresas através do seu processo de comunicação? Nessa perspectiva, este artigo se propõe a identificar como a Monarquia Britânica reinventou sua comunicação utilizando estratégias de marketing no comando da Rainha Elizabeth II e analisar cada uma das estratégias em diversos segmentos de mercado. Utilizou-se a metodologia de pesquisa bibliográfica, de cases de estudo e das técnicas de pesquisa documental. A pesquisa bibliográfica auxiliou na compreensão de temas como marketing, organização, corporativismo, estratégias de marketing e branding. Em relação à avaliação se deu a partir das informações coletadas, à luz da pesquisa bibliográfica, a fim de atingir os objetivos da pesquisa.Every company wants to be relevant in the global market and wishes to become one of the most valuable brands in the world. However, to solidify it is essential to invest in marketing and communication strategies. Therefore, not to learn from the most emblematic monarchy in the world, the British Royal Family, which for centuries has remained the most valuable one. Because of this, this research proposes to answer How can the marketing strategies used by the British royal family be used by large companies as an example through their communication process. From this perspective, this paper proposes to identify how the British Monarchy reinvented its communication using marketing strategies under Queen Elizabeth II and to analyze each of the strategies in several market segments. The methodology used was bibliographic research, case studies, and documentary research techniques. The bibliographical research helped in the understanding of themes such as marketing, organization, corporatism, marketing strategies and branding. The evaluation was based on the information collected, in the light of the bibliographic research, to meet the research objectives.Cualquier empresa quiere ganar relevancia en el mercado y aspira a convertirse en una de las marcas más valiosas del mundo. Pero para solidificarlo es fundamental invertir en estrategia de marketing y comunicación. Y por qué no aprender de la Monarquía más emblemática del mundo, la Familia Real Británica, que durante siglos se ha mantenido como una de las más valiosas. Por ello, esta investigación se propone responder ¿cómo las estrategias de marketing utilizadas por la familia real británica pueden servir de ejemplo para las grandes empresas a través de su proceso de comunicación? Desde esta perspectiva,","PeriodicalId":491598,"journal":{"name":"European Journal of Management and Marketing Studies","volume":"6 4","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140496219","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}