The widespread use of social media has made it an essential marketing tool that significantly influences consumers’ purchasing intentions. However, little is known about the psychological mechanism underlying this influence, notably the mediating function of perceived value, particularly in quickly digitalizing situations such as Ghana. In order to examine how Social Media Usage (SMU) affects Customer Purchase Intention (CPI), this study combines Persuasive Theory and Social Interactive Theory, ...

Socioeconomics  Marketing  Consumer Behavior 

This study examines the evolving dynamics of digital advertising in emerging Middle Eastern markets, with a particular focus on Palestine and Jordan. It identifies key trends shaping the sector, including hyper-personalization and the adoption of immersive technologies such as augmented reality (AR) and virtual reality (VR). Employing a qualitative research design that integrates interviews, focus groups, content analysis, and scenario planning, the study explores the primary forces driving digi...

Marketing 

With the rapid development and popularization of digital technologies such as “Internet Plus,” 5G mobile communications, and big data, self-media e-commerce has emerged as a new economic model deeply integrating content creation with commercial transactions. This model is profoundly reconstructing traditional business logic and consumption scenarios. Based on multi-source academic literature, this paper utilizes theoretical analysis and the SWOT framework to systematically dissect the internal s...

Marketing  Marketing Theory and Applications 

Consumer choice in supermarkets is influenced by a combination of economic, logistical, and experiential factors. This qualitative study focused on the factors that determine the selection of supermarkets in Brazzaville, specifically examining price, geographical location, product differentiation, product quality, customer care, brand image, customer loyalty programs, sustainability policies, and online payment systems. The information was collected through semi-structured interviews with 100 co...

Marketing 

This research investigates the optimization of the marketing strategy for Pierre Cardin Cosmetics in the Angolan market. Despite its global brand equity, Pierre Cardin remains a marginal player in Angola’s growing cosmetics industry, characterized by low brand awareness, limited market penetration, and insufficient consumer engagement. The study employs a mixed-methods approach, combining quantitative data from 250 consumer surveys with qualitative insights from interviews and focus groups condu...

Business Management  Marketing  Business Analysis 

This article compares the marketing strategies and performance of Emirates Airlines and Qatar Airways. While Emirates has historically led with luxury branding and sponsorships, recent gaps in customer engagement and adaptive marketing have allowed Qatar Airways to excel. Qatar Airways’ focus on customer-centric service, digital innovation, and agile marketing has earned it top accolades, including repeated Skytrax awards. On the other hand, we realize that Emirates’ declining quality of custome...

Marketing  Business Analysis 

Consumer purchasing behavior is shaped by a combination of cultural, social, and personal factors that influence preferences and product choices. In Loja, Ecuador, the preservation of traditions and cultural identity is challenged by globalization and the increasing availability of both national and international products. This study examines the relationship between cultural values and purchasing decisions, highlighting the role of tradition, education, and perceived quality in the selection of...

Marketing 

This study examines the effect of social media marketing strategies on consumer purchase intention in the brewery industry using a primary dataset collected through online questionnaires from Liberian consumers. Grounded in the Social Media Marketing Activities (SMMA) framework and Theory of Planned Behavior, the research tests whether entertainment, interaction, trendiness, customization, and advertising predict consumers’ likelihood to purchase brewery products after exposure to social media c...

Sociology  Marketing  Marketing Theory and Applications 

This paper explores the brand internationalization strategy of BYD, a leading Chinese manufacturer of electric vehicles (EVs), focusing on the underlying motivations, opportunities, and challenges faced in the global marketplace. The study examines the reasons behind BYD’s strategic shifts, including the necessity to diversify revenue sources and mitigate risks associated with reliance on the saturated domestic market. Furthermore, it analyses the advantages of leveraging technological innovatio...

Business Management  Marketing  Marketing Theory and Applications 

The textile industry is increasingly recognized as a key pillar in achieving Kenya’s Big Four Agenda and Vision 2030. However, these firms face the challenge of maintaining competitiveness in a rapidly changing global landscape. To thrive in the evolving market, Kenyan textile firms must embrace innovation across all stages but there remains a gap in understanding how to successfully integrate innovation for sustainable performance. This study aimed to examine the influence of intercompany colla...

Marketing  Entrepreneurship