Following the military advance of Russian forces into Ukraine in February 2022, Russia became the most sanctioned country in the world (Shapiro, 2022) as global leaders attempted to condemn the act and impose several sanctions on the Russian Federation including the ban of Russian oil and gas imports, the closure of airspace to Russian airplanes and the removal of Russian banks from the Swift international payment network (BBC, 2022). Among the noticeable effects of the Russia-Ukraine conflict is the animosity expressed against Russians. In a marketing context, animosity has been studied mostly from the perspective of consumers and is conceptualized as the “anger related to previous or ongoing military, economic or diplomatic events” (Klein et al., 1998:90) which impacts purchasing behaviour. Given that animosity has been found to have enduring effects, it is worth examining the anti-Russian sentiments currently manifesting as these may have impacts in terms of tourism management and marketing.

This research addresses financial market communication of marketing information (i.e., information related to firms’ organic growth opportunities) through depth interviews (Study 1) and quantitative data on conference calls and stock market reactions (Study 2). The investigation (1) reveals that marketing, despite high potential relevance for financial markets, often plays only a marginal role in firms’ financial market communication and (2) develops a framework for effectively communicating marketing to financial markets.

Considering the popularity of virtual influencer (VI) marketing while its effectiveness remains fully unexplored, there is a need of academic attention testing consumer responses to VIs in comparison with human influencer marketing. Hence, this study aims to fill this gap by comparing consumers’ perceptions of a human versus virtual influencer’s endorsement. Specifically, based on the construal level theory and psychological reactance, this study investigates how consumers differently evaluate human and virtual influencers’ endorsement motives, which may further influence their attitudes toward a brand, advertising (i.e., endorsement), and an influencer and purchase intentions. Additionally, the moderating role of the number of endorsements (single vs. multiple) and perceived innovativeness are examined.

The challenge of adjusting to new travel trends has led to a quest to find ways to motivate people to travel again and to make the industry more resilient long term. The implementation of phygital marketing as an information source seems promising. This is the first study considering phygital marketing initiatives as an approach to trigger people’s travel intentions. An online questionnaire incorporating a scenario-based 2x2 factorial designed experiment with a longitudinal prospective (2 waves) explored the impact of a technology-based peer-to-peer versus human-machine interaction phygital marketing initiatives as an innovative approach to trigger travel intentions for long-distance and short distance destinations. Study 1 (n=330) shows that the experience of using phygital initiatives not only builds trust but also encourages people to visit destinations, leading to a dynamic experience. Study 2 is currently in the field which means after all most of the pandemic related restrictions have been removed to compare to Study 1’s results. Alongside theoretical contributions, this study presents practical implications on how destinations could implement phygital marketing initiatives.

B2B marketers increasingly encounter a pressure to be digitally present in digital channels and to generate content that is tempting in driving potential customers to interact with the company online (Wiersema, 2013; Andersson & Wikström 2017). This is what B2B lead nurturing is about as the objective of lead nurturing is to provide the audience with relevant and valuable content which leads to an increased brand interest and awareness, with the goal of bringing in new customers (Marketo, 2023). To better understand how prospects and leads react to digital content, companies can build lead scoring into a strategic tool for the salespeople to qualify the prospective customers down to a list of leads, meaning prospects who are considered the most likely to convert to a positive business outcome and to be contacted in person by the salespeople (Järvinen & Taiminen 2016; Paschen et al. 2020).

Research in entrepreneurial marketing (EM) has put considerable effort into identifying various factors associated with entrepreneurial success, including skills and competences of prospective entrepreneurs. At the same time, little consensus exists regarding the relative importance of particular marketing skills. Moreover, the literature to date does not outline any essential marketing-related competencies needed for nascent entrepreneurs. Our study looks to identify specific marketing competencies relevant to entrepreneurial context. A three-stage mixed-methodology approach to data collection is deployed. Qualitative documentary analysis and exploratory interviews provide preliminary findings and guide the design of a subsequent quantitative survey of UK entrepreneurs, resulting in insights into the most beneficial marketing competencies for entrepreneurship. Further, these insights are used to equip educators with improved practice of developing marketing practice for future entrepreneurs. This research is expected to advance the understanding of nascent entrepreneurship research, practice and pedagogy within EM field.

Fear of missing out (FOMO) refers to the customer's perception of being anxious for not engaging in an experience. FOMO is an anxiety feeling positively associated with social media usage that one cannot catch up on something important in life. Fear of missing out (FOMO) marketing appeals initiated from social media usage were found to significantly affect consumer purchase decisions including choice of destination. Consumers usually browse social media and social networking sites such as forums and reviews in online tourism agents (OTAs) when they make travel decisions. Although FOMO is expected to affect tourists' perception and urgency in making a tourism decision, the use of FOMO-laden message to promote travel destination through different types of influencers has not yet been widely studied. This study fills this research gap by examining the effect of using FOMO laden content to promote travel destination through different types of influencers. An online experiment was conducted with four experimental conditions in which different influencers share about a destination using the same FOMO-laden message: (1) travel KOL, (2) tourists who post user-generated-content (UGC), (3) personal friends, and (4) a control condition with the absence of influencer and FOMO message. The 984 respondents were randomly assigned into one of the four experimental conditions. Data collected was analysed using PLS-SEM and PLS-MGA. Results indicated that anticipated elation, anticipated envy, and social influence predicted 30.2% variance of FOMO and FOMO explained 31.6% of variance of intention to visit the destination promoted. Multi-group analysis (PLS-MGA) found that exposure to message shared by travel KOL and personal friends significantly strengthen the FOMO feeling of participants resulting in strong intention to visit the destination promoted. UGC posted by tourists showed similar effect as the non-FOMO laden control group and are less significant in driving the FOMO feeling that leads to visit intention. Findings of this study provide insights into how effectiveness of destination promotion can be enhanced by using FOMO-laden message on social media through influential influencers.

A secure digital platform (SDP) can provide B2B marketers with confidence to use communications technology (CT) and engage in information sharing that facilitates resource utilization. Interlinked digital platforms constitute the company’s ecosystem and barriers in the form of a lack of skills and knowledge in relation to governance and compliance can be overcome through organizational intervention that is external to an individual’s capability of control. A framework for an SDP was developed by utilizing network theory and data were collected via an online survey and analysed (n=207) using SEM, AMOS. Organizational intervention through an SDP can help B2B marketers to increase the organization’s resource capability through improved interaction. It can also help individuals to become pro-actively compliant and be less at risk from various threats (e.g., fake news) as the organization provides a safer digital environment.

Social media influencers have become a powerful tool in marketing in the past decade; consumers who engage with the influencers are more likely to trust their recommendations. A VI is a very attractive marketing tool for brands and businesses. However, there is little empirical work about why and how consumers react to the anthropomorphism of virtual agents. Therefore, this study develops an understanding of how consumers interact with VI, emphasizing the perceived anthropomorphism's role. Consequently, we aim to investigate antecedents and outcomes of perceived anthropomorphism of the VI from online consumers' perspectives to develop and implement effective marketing strategies on social media platforms.

As cryptocurrencies continue to gain viability as an asset class, institutional investors and publicly traded firms are beginning to enter into positions in digital currencies. While generating profits may be the primary purpose, corporations also wish to advertise to their stakeholders that they are keeping up-to-date with latest technological developments, trends, and cutting-edge investment opportunities in enhancing the wealth of the shareholders. The marketing and financial signals with the involvement in blockchain platforms and digital currencies intend to demonstrate the efficiency of corporate operations, and the agility in the utilization of the retained funds. What firms may not be considering however, is the effect these assets may have on their risk profiles. This paper aims at measuring the effect of digital currencies on the risk and returns of publicly traded companies, deciphering the motives behind holding a cryptocurrency as an asset, and determining whether one reason for holding is more impactful than another. Four largest publicly traded holders as well as four of the most prominent digital currencies are explored. The findings from the study contribute to the literature in corporate risk reporting, in marketing and financial motivations of digital currency holdings, and in digital currency risks. The conclusions of the study also make a case for firm transparency through detailed reports of the risk effects of digital currency holdings.

This study investigates social media posts on Twitter concerning cryptocurrency marketing. We applied unsupervised Latent Dirichlet Allocation (LDA) topic modeling and sentiment analysis techniques to 98,716 tweets to examine the Twitter content for subjects and sentiments related to cryptocurrency. We discovered that tweets about cryptocurrency fell into four categories, with “cryptocurrency trading,” “NFT airdrop,” “cryptocurrency affiliate program,” and “Dogecoin on social media” being the most popular. Most of the topics had positive sentiments. Theoretical and practical implications for developing cryptocurrency marketing communication strategies are discussed.

Existing studies report that social media influencers’ number of followers is a determinant of their influence. However, not every consumer follows an influencer with a high number of followers. Therefore, differences in individual characteristics should be considered in the effectiveness of influencer marketing. This study draws on the cultural dimensional theory to examine the moderating role of consumers’ cultural values at the individual level in the effects of social media influencers with many followers. The results show that the relationship between social media influencer follower count and brand reputation depends on the cultural values of individual consumers. This study makes certain contributtions to the advancement of research on influencer marketing and cultural values by identifying the different impact of follower account of social media influencers with many influencers.

This study aims to understand the influence of authentic marketing on the formation of trust between brands and customers and consumers’ purchase intentions and to analyze the role that brand trust has in this process. In doing so, it examines the specific aspects of authentic marketing that increase brand trust and contribute to the formation of purchase intentions, which could then be leveraged as key elements of a company’s marketing strategy. Data in this study was used frequency analysis and factor analysis through SPSS 26.0, and reliability analysis using Cronbach’s alpha coefficient. Subsequently, confirmatory factor analysis, path model analysis, and mediated effect analysis were performed using AMOS. Finding indicate that, identity and truth in authentic marketing had a positive effect on brand trust but heritage and reality did not affect brand trust. It was also found that the factors of identity, heritage, reality, and trust did not significantly affect purchase intention. Additionally, brand trust was found to have a positive effect on purchase intention. Finally, the analysis indicates that brand trust plays a mediating role in the process of forming purchase intention through the factors of identity and truth in authentic marketing. Therefore, the core of authentic marketing is the sincere relationship between companies and consumers obtained from the clarity and integrity of messages, and in this process, mutual trust is built, which leads to product purchases. It can be surmised that the purpose of authentic marketing is to build relationships with consumers based on brand trust.

This study studied the characteristics of cultured oyster marketing in Sacheon Bay. The results of this study are summarized as follows. First, the GULDAE aquaculture is a unique production method of Sacheon Bay. Second, oysters in Sacheon Bay were low in production, but the price was more than 70% higher than in other producing areas. Third, profit is 12.5% higher and rate of return was 179.8%. Fourth, there were more out-of-market sales than other than other producing areas, and it is a bidding method. Fifth, the marketing cost was higher than the longline hanging aquaculture; however, the advantage of price offseted this point. Although the Sacheon Bay Oyster aquaculture is small, it was confirmed that it was a producing area with high profitability and a unique marketing form from other regions. Although the Sacheon Bay Oyster culture is small, it has been confirmed that it is a producing area with high profitability and shows a unique distribution form.

Looking at the recent market trends in the cafe industry, a new business culture called smart cafes is emerging as fears of face-to-face contact have increased due to the pandemic of the new virus infection (COVID-19). Unlike the existing cafe operation method in which store employees receive orders from customers and serve, smart cafes are operated without store employees by smart control technology in a 24-hour non-face-to-face space (untact space). However, smart unmanned cafes, which are currently in the early stages of supply, have not shown satisfactory operational performance due to various problems compared to the existing cafe industry. Therefore, this study aims to derive operational status and problems through a survey of facility managers and store operators of actual smart unmanned cafes and suggest new marketing activation measures to improve them. Therefore, the results of this study are expected to be of great help in establishing and revitalizing a new cafe business culture.

Mushroom production in Korea is concentrated on five major mushroom types. To create a new source of income for farmers, it is necessary to establish new mushroom production and marketing systems. This study was conducted to evaluate the marketability of and establish a marketing strategy for Pleurotus nebrodensis variety 'Uram'. The evaluation of distributors showed that it was necessary to cultivate mushrooms of uniform shape and size, to compensate for their low storability, and to sell them in small packages. The consumer evaluation showed that the texture of P. nebrodensis had the highest level of satisfaction for quality, but the levels of satisfaction for size and shape were low. In the consumer evaluation, as in the distributor evaluation, improvements in cultivation were found to be necessary, as the storage time is short due to a high moisture content. An evaluation of the market gave the following results regarding the marketing strategy. It was found to be necessary to consider the production of mushrooms of a uniform shape and size and sell them in small packages in the range of 150 to 300 g. The price of the mushrooms should be set using a high-end strategy for high-end sales. The mushrooms should be introduced to local food and eco-friendly stores in the early stages of production. Subsequently, if farmhouse production increases, shipments should be made to wholesale markets through a regular contract. Finally, considering that P. nebrodensis is an unfamiliar mushroom to consumers, it is necessary to promote it by increasing the accessibility of consumers through tasting events and experience groups.

낙안읍성은 다양한 생활문화를 담은 600년 역사를 지닌 민속 마을로 2011년 세계문화유산 잠정목록에 등재되어 있다. 이 시 점에서 전통문화체험의 다양한 체험 마케팅이 차지하는 비중이 높다. 낙안읍성민속마을은 2005년부터 전통문화체험프로그램을 통 해 관광객들이 체험할수 있는 다양한 문화체험프로그램이 개발 되고, 지역 전통문화관광자원의 홍보 및 지역경제 활성화를 위 해서 노력하고 있다. 이에 본 연구에서는 체험마케팅 전략을 활용하여 낙안읍성 상설 전통문화체험프로그램의 활성화 방안에 대해 살펴보았다. 체험마케팅은 소비자들을 이성적일 뿐만 아니라 감정적인 존 재라 가정하고 고객의 체험에 중심을 두며, 방법과 도구는 다 양하고 다각적인 감각·감성·인지·행동·관계의 특징을 갖고 있 다. 체험마케팅은 쇠퇴하고 있는 브랜드를 향상시키기 위해, 경 쟁자로부터 제품을 차별화하고, 기업 이미지와 아이덴티티를 수립시키기 위해 구매, 재구매를 유도하기 위해 사용될 수 있 다. 이러한 체험마케팅의 요소를 낙안읍성 민속마을의 상설체험 프로그램에 적용하여 상설 체험프로그램을 분석한 결과는 다음 과 같다. 낙안읍성만의 고유 지역전통문화를 체험프로그램으로 연계하 는 것은 지역적 전통문화를 홍보하고, 대중화시키는데 필요하 다. 체험마케팅의 요소 중 감성·인지·관계의 마케팅 전략 차원 에서 놀이와 교육이 결합된 에듀테인먼트(Edutainment)적인 체 험프로그램 개발이 필요하며, 핵심적인 체험제공수단들을 활용 한 마케팅 전략이 필요하다. 또한 지역향토문화의 특성을 살린 체험프로그램의 확대가 필요하며, 낙안읍성 민속마을 체험프로 그램의 공동 브랜딩에 있어서 순천시와 지역의 기업·관공서·전통예술단체가 통합적 연계시스템을 구축하여 기획·주관·협찬·후 원이 통합적으로 운영·관리되는 시스템으로 재정적 자립도 및 양질의 체험프로그램 제공에 기여할 수 있다. 낙안읍성 민속마 을 체험프로그램의 활성화를 위한 전략적 차원에 있어서 현재 행정적 관리·운영 시스템에서 벗어나 다양한 체험프로그램의 개발을 위한 전문적인 인프라 구축이 필요하다. 이를 통해서 낙안읍성 민속마을 체험프로그램을 활성화시킨 다면, 낙안읍성을 찾는 관광객과 체험프로그램 참여자들의 재 방문의 욕구를 충족시킬 수 있기 때문에 체험프로그램의 브랜 드 가치 형성은 지역문화경제 발전에 기여하는 상품이 될 것이 다. 마지막으로 상설체험프로그램 연구에서 벗어나 낙안읍성 민속마을의 관광자원들에 대한 좀 더 다각적이고 구체적인 연 구가 필요할 것이다.

Fashion companies and brands’ marketing activities focus on resolving environmental problems; however, these companies’ efforts, there are some examples of so-called “greenwashing”. This paper aims to analyze different perceptions of brand authenticity, green marketing, and purchase intention toward the brand before and after exposure to case information about greenwashing. A total of 211 data were gathered and analyzed using SPSS 25.0. Respondents were asked to respond to same questionnaires related to green marketing and the brand authenticity before and after their exposure to greenwashing information. The study participants’ perceptions of green marketing from the brand were statistically significantly negatively changed after exposure compared to before exposure. Similar patterns in results were found in the context of consumers’ perception of brand authenticity (genuineness, originality, and consistency), and purchase intention. The originality of this study is in evaluating consumers’ perception of greenwashing focused on brand authenticity. The findings of the study suggest that if a fashion brand’s green marketing activity is perceived as greenwashing by consumers, the perceptions of green marketing, brand authenticity, and purchase intention can all decline. It is suggested that fashion brands need to develop a sincere and truthful green marketing campaigns to keep and enhance their brand authenticity.