The purpose of this study is to determine the effect of gender on the willingness to consume organic foods by focusing on the perception of women. This research demonstrates that both men and women are aware of their willingness to consume organic foods.
This article explores the cluster approach as a lever to stimulate innovation and entrepreneurship in the artisanal crafts sector in Algeria, focusing specifically on the clusters of brass artisans in Constantine and jewelry artisans in Batna, two departments in Algeria.
This article discusses the (re)designing of an international marketing course based on experimental learning and instructional design. The course is integrated into the local business community and uses, as an asset, a diverse student population to respond to challenges local businesses face in pursuing entrepreneurial internationalization.
This study aims to address the existing gaps in Live Stream Commerce (LSC) research by focusing on understanding the variety of LSC platforms and user motivations and behaviors within these platforms. To achieve this aim, a practical and strategic analytical framework is proposed.
The results of this research provide valuable insights for marketers and PR specialists striving to better understand how to communicate with Generation Z and how to effectively use online PR strategies for better engagement and building stronger relationships with this key demographic group.
The aim of this article is to determine the motivations behind the commitment of Algerian companies to a CSR approach. The results reveal that the motivations for commitment to a CSR approach for the Algerian agri-food companies studied are mainly linked to a number of factors: characteristics of the company, individual, institutional and organizational motivations.
This study investigates the implementation of inbound marketing by Algerian companies. Through a quantitative analysis of 117 companies across 12 sectors, it is observed that the predominant emphasis lies on attracting visitors, marking the initial phase of the inbound approach.
We conduct a study among skincare product consumers, revealing that social conformity, significantly influence reliance on peripheral cues (ratings, source credibility), however social validation does not exhibit a significant effect. Furthermore, by introducing expertise as a moderator, we observe that the direct impact of social factors becomes attenuated.
We conduct a study among skincare product consumers, revealing that social conformity, significantly influence reliance on peripheral cues (ratings, source credibility), however social validation does not exhibit a significant effect. Furthermore, by introducing expertise as a moderator, we observe that the direct impact of social factors becomes attenuated.
The article highlights how the idea of sustainability has become an integral part of the business economy, presenting more effective strategies that can be adopted within companies to gain increasingly competitive advantages linked to sustainability. The concept of green marketing, focused on promoting products and services with low environmental impact, is gaining increasing relevance in this context.
The aim of this article is to understand the phenomenon of the acquisition and use of smartphones by young Algerians, using a usage and gratification model approach and focusing on the user as the central actor. The recommended sample for this study is made up of 800 young consumers from the different states of Algeria.
The purpose of this paper is to provide a comprehensive literature review of green marketing, eco-friendly products, and green consumers aims to give information about the effect of green marketing on customers purchasing behaviors. First of all, environment and environmental problems, one of the reasons why green marketing emerged, are mentioned, and then the concepts of green marketing and green consumer are explained.
This quantitative research examines how beauty pageant sponsorships impact brand exposure and brand equity among Filipino consumers. Overall, findings show that pageant sponsorships are an effective marketing platform for increasing brand awareness, enhancing brand image, and driving consumer behavior.
This paper examines the ethical dilemma from two perspectives, namely marketing research and neuroethics. The following discourse delves into the ethical concerns derived from the existing neuromarketing literature, providing viable solutions and guidelines to effectively navigate this unexplored ethical landscape.
The purpose of this paper is to provide a comprehensive literature review of green marketing, eco-friendly products, and green consumers aims to give information about the effect of green marketing on customers purchasing behaviors. First of all, environment and environmental problems, one of the reasons why green marketing emerged, are mentioned, and then the concepts of green marketing and green consumer are explained.
The findings show that consumers’ preferences for reference points are established and structured throughout the entire buying decision process, and can be modified based on potential signals and biased approaches. As a result, there are now many possibilities for casual modeling practice in the future.
This study aims to understand how companies can put growth hacking into practice, by identifying the specific strategies used. The research findings enabled us to understand growth hacking, identify various growth hacking strategies and develop a growth hacking strategy for customer retention in B2B.
This article serves as a valuable resource for business leaders, HR professionals, sales managers, educators, and researchers looking to understand and harness the interplay between employee development and business success to navigate the dynamic business world effectively.
Religion, religiosity and migration background make small explanatory contributions to the evaluation of advertising in four relevant dimensions, but in the overall picture prove to be less significant than sociodemographic and psychographic criteria beyond religion and origin.
The presented article focuses on the issue of communication mix in small businesses in the brewing industry in Czech Republic, this group is represented by microbreweries. The aim of the research was to analyze marketing mix in this group of companies. They have a very similar parameters and serve a similar market, but there are differences in their communication mixes.
The aim of the study was to analyze young consumers’ soft drink buying behaviors in threefold by explaining reasons of buying soft drinks, factors that affect soft drink buying decisions, and preferences about ingredients in soft drinks. The survey method was used, and the field study was conducted with university students in Izmir City, Turkiye by convenience sampling method.
The primary objective of this article is to delve into the significance of marketing metrics in the realm of social media. The scope of this article encompasses a comprehensive analysis of key marketing metrics, including reach and impressions, engagement metrics, conversion metrics, customer satisfaction metrics, brand awareness metrics, and influence and authority metrics.
This study contributes to the extant literature by highlighting the marketing strategies and tactics adopted by organizations during during the Covid-19 pandemic. The themes indicate that, by and large, the response of firms to the current pandemic is in line with the marketing strategies adopted during previous environmental disruptions, as substantiated by various examples.
The study aimed to investigate their perceptions of the Silk Road brand, involvement in sustainable development initiatives, collaboration with the public sector, and the status of their service offerings. Based on the results, the paper concludes and offers specific recommendations.
