The purpose of this paper is to provide a critical overview of the use of social marketing in Asia. A total of 17 countries were included in this paper. We demonstrate the development and trends of social marketing in Asia by highlighting prominent and effective cases. Our findings reveal that social marketing practice represents a wide spectrum of topics. However, public policy and education outweigh adoption of social marketing to address social issues. Several barriers influence adoption and effectiveness of social marketing. We highlight a few and recommend strategies to overcome them.

In the fast food industry, a variety of brands compete for consumer preference and loyalty. However, the factors driving the loyalty, especially in an emerging market need examination. This study adapted Şahin, Zehir and Kitapçı’s (2012) repurchase model to examine the consumer-related (brand experience, preference and satisfaction) and brand-related (brand popularity) factors impacting two dimensions of loyalty (attitudinal and behavioural). Data from 717 emerging market consumers using quantitative methods and a non-probability judgmental sampling, revealed through structural equation modelling that brand preference, satisfaction and popularity influenced behavioural loyalty through attitudinal loyalty.

This qualitative research aims to explore the challenges faced by rural youth entrepreneurs in conducting digital marketing. Digital marketing activities carried out by them are still limited in social media and e-commerce applications. The challenges are fraud, internet infrastructure, delivery services, the development of digital technology adaptation and work-life balance.

This study examines the relationship between the internal communication and nine dimensions of Internal Marketing and their interconnection to shape the conditions for the job satisfaction. The paper utilizes the mixed method. Data were collected from six Public Universities in Greece and in Cyprus. Findings are presented and results are discussed.

The importance of branding strategies, either in terms of brand architecture or the role of brand heritage, has often been put in the scope for the case of larger businesses. Yet, neither aspect has been explicitly investigated in terms of its role and contribution for smaller wine businesses. Focusing on the case of local family wineries in Crete, Greece, helps us identify links with and applications of both brand architecture and brand heritage literature. Findings suggest that most wineries do not use an umbrella brand to create relevant sub-brands but tend to build upon the house of brands or endorsed brands approach. Furthermore, wineries often refer to place brand heritage but family heritage is usually the cornerstone of their branding efforts. Our conclusions confirm the need to re-develop this body of literature in a way more adequate for small, family-owned wine businesses and enrich family wine businessmen’s understanding on the branding strategies.