International Journal of Marketing Studies

Journal Information
ISSN / EISSN : 1918-719X / 1918-7203
Total articles ≅ 834
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Latest articles in this journal

Safaa Adil, Ahmad Mostafa Abdeltawab, Danielle Lecointre-Erickson
International Journal of Marketing Studies, Volume 13; doi:10.5539/ijms.v13n3p1

Advertisings usually display thin bodies creating and endorsing the beauty standards of the society. Large body size models are sometimes featured in advertisings to show a more inclusive marketing communication. Previous researches have investigated consumer responses to more diverse body sizes in Beauty and Fashion industries ads. This paper aims at investigating advertisement effectiveness, for both print and digital advertisings, through consumer responses (Memorization, Aad, Ab, and Purchase Intention) to body sizes in food advertisements. We used a mixed design study with a between group factor (Media type: Print or Digital) and a within-subject variable (body shape: large, thin or no model), via a folder test procedure. Participants were exposed to a fictive magazine to measure their responses toward advertisements featuring large size model versus thin one. The findings reveal that “large model” advertisements are less effective compared to “thin model” advertisements for Memorization, Attitude towards Ad, and Purchasing Intention. However, participants expressed the same Attitude towards the Brand for both conditions. Moreover, hardly any significant influence of the means of exposure to ads (printed or digital) was found. Despite the latest consumer pertinacity trends on companies to adopt diversity for social reasons; consumers, of the food industry, are still better influenced by thin models when it comes to Memorization, Aad, and PI. Furthermore, this study offers practical and societal implications not only for the experimental design, but also for practitioners to comprehend and utilize the match‐up hypothesis of body size condition needed for their marketing and advertising objectives.
Adler Hilary Laisak, Anita Rosli, Nurzalikha Sa’Adi
International Journal of Marketing Studies, Volume 13; doi:10.5539/ijms.v13n2p53

Service quality is a vital factor that influences customer satisfaction. For profit organizations such as public bus companies, high customer satisfaction is a sign for business success and the ability to create long-term relationships with their customers. This research is to assess the effects of service quality attributes on customers’ satisfaction towards service quality provided by inter-district public bus companies in the Central Region of Sarawak. The research adapted SERVQUAL model proposed by Parasuraman, Zeithaml and Berry (1988). A total of 400 respondents were obtained among inter-district public bus users through a convenient sampling method. The mean score for customers’ satisfaction was 2.24, which means the level of customer satisfaction towards the service quality of inter-district buses in the Central Region was low. Meanwhile, the result from the multiple regression analysis showed that service quality dimensions of empathy, assurance, and responsibility had significant effects on customers’ satisfaction. The inter-district public bus companies in the Central Region of Sarawak should improve their service quality by building and obtaining customer trust to keep existing customers and at the same time to attract potential customers. Good customers’ experience towards service and the power of word mouth are marketing tools to enhance business reputation relative to other competitors.
Evelina Francisco, Nadira Fardos, Aakash Bhatt, Gulhan Bizel
International Journal of Marketing Studies, Volume 13; doi:10.5539/ijms.v13n2p20

The COVID-19 pandemic and the resulting stay-at-home orders have disrupted all aspects of life globally, most notably our relationship with the internet and social media platforms. People are online more than ever before, working and attending school from home and socializing with friends and family via video conferencing. Marketers and brands have been forced to adapt to a new normal and, as a result, have shifted their brand communication and marketing mix to digital approaches. Hence, this study aims to examine the shift of influencer marketing on Instagram during this period and the possible future implications. By employing an online survey for exploratory research, individuals answered questions addressing their perceptions about the impact of the pandemic, brands and influencers’ relationship, and the overall changes made in marketing strategy.
BoMi Lee, Michelle Childs
International Journal of Marketing Studies, Volume 13; doi:10.5539/ijms.v13n2p12

Cosmetic brands typically seek growth opportunities and advertising in the international market. The objectives of this study are to test the differences in consumers’ trust responses based on advertising factors, the moderating role of ad appeal in this relationship, and the subsequent impact on consumers’ purchase behavior. Results show that Asian models are considered more trustworthy than Caucasian models in cosmetic advertisements; however, a US brand is considered more trustworthy when compared with an Asian brand. The impact of model ethnicity and brand origin on advertising trust differs based on levels of ad appeal.
Getie Andualem Imiru
International Journal of Marketing Studies, Volume 13; doi:10.5539/ijms.v13n2p36

The area of export performance has been attracting both academic and managerial attention at an increasing pace. The purpose of this study is to examine the effect of Export Promotion Programs on Export Performance mediated by marketing implemenattion capbaility in the case of Exporting Companies in Ethiopia. The target repsondnets of this study were Exporting companies operating in Ethiopia. The total number of exporting companies operating in the country are 938. The number of questionnaires distributed were 280 and 218 (78%) of the collected questionnaires were used for anlaysis. The validity of the data was tested by measuring construct validity and discriminant validity. Data were analyses using partial least squares Structural Equation Modeling (PLS-SEM). The study findings showed that the use of export promotion programmes has a positive and significant effect on export Performance. Results of the total model also revealed that market implementation capability mediated the effect of Education, Training and Development-related EPPs, Legal-Related EPPs, Marketing Selection-Related EPPs on export performance positively and significantly. On the other hand, Market Implementation Capability didn’t mediate the effect of Information-Related EPPs, Financial Aid-Related EPPS, Marketing Strategy-Related EPPs and Miscellaneous EPPs on export performance. Marketing implementation capabilities was found to have a partial mediation role between EPPs and Performance. The findings of the study are expected to provide a source of information for policy makers, researchers and exporters and marketing professionals to understand link between Export Promotion Programs, with the immediate role marketing implementation capability in exporting companies operating in Ethiopia.
Noelle Defede, Nina Marie Magdaraog, Sakshi Chiragbhai Thakkar, Gulhan Bizel
International Journal of Marketing Studies, Volume 13; doi:10.5539/ijms.v13n2p1

The way in which people communicate has changed significantly in the past decade. For instance, instead of reading newspapers to find out the latest news many flock to Twitter™ to see what is trending for the day. Communication online via social media has changed the way people view many things. Therefore, with this understanding, it is notable to understand how social media is influencing the way people communicate: verbally and written. This paper dives more into finding more descriptive explanations of how it does so, such as whether they have changed the way they speak in person and online or the way they type their emails and texts. Using methods that involve secondary sources such as research journals and articles as well as conducting a survey questionnaire composed of participants from the United States and India is reflected in this paper. The research findings indicate that social media does influence the way people communicate because of how it allows people to gain more knowledge and information, it has become more accessible for others and it fuels conversion in terms of using emoticons. This research paper reflects the change that social media has brought forth to interpersonal communication.
Alyssa Sun
International Journal of Marketing Studies, Volume 13; doi:10.5539/ijms.v13n1p85

Reviewer acknowledgements for International Journal of Marketing Studies, Vol. 13, No. 1, 2021.
Laura Patnaude, Carolina Vásquez Lomakina, Akshat Patel, Gulhan Bizel
International Journal of Marketing Studies, Volume 13; doi:10.5539/ijms.v13n1p69

The rapid growth of social media platforms and mobile technology presents the opportunity to analyze the sentiments Tweets express. For this paper, Twitter will be the focus of study related to Black Lives Matter throughout the summer of 2020. In addition, the language and sentiment at that particular time are evaluated to uncover public opinion and track how it changed throughout a season. Although a tweet may be classified as positive or negative, there are key terms and tones used with both classifications. By understanding what makes a tweet positive or negative, the root of public opinion can be identified.
Carla Rossi
International Journal of Marketing Studies, Volume 13; doi:10.5539/ijms.v13n1p42

In a nutshell, co-creation is described as a way to open up a company to the outside world, helping to generate product innovations and to update brand meanings. Drawing on the online community and co-creation literature, this paper aims at contributing to exploring the main intra-organizational challenges of online customer co-creation for innovation, from the viewpoint of middle managers. The intent is to broaden the existing conceptual understanding of the main internal factors hindering customer co-creation but also of the practices that could be adopted to best manage the related challenges. The study adopts a qualitative approach and is based on the results of eight in-depth, semi-structured interviews with digital and marketing managers, working closely with co-creation initiatives in the Italian food industry, with the aim of exploring intra-organizational challenges perceived by those who are directly involved in co-creation implementation. The results complement existing literature by 1) offering a more longitudinal vision of the implementation process—and the related internal hurdles, 2) identifying the most appropriate coping strategies and 3) formulating some hypothesis that could support an interpretative model of the capabilities needed to start the process and managing it in a strategic perspective.
Zachary Daniels
International Journal of Marketing Studies, Volume 13; doi:10.5539/ijms.v13n1p63

Smart Devices have become a fixture in consumers’ lives because of their ability to provide consumers with “Optimal User Experiences.” However, to provide an “optimal user experience,” consumers must give private data to the Smart Devices. The actual sharing of private data is not an issue in consumers’ minds, but the private data’s potential to be hacked is quite concerning. For example, a consumer’s Amazon Alexa Echo could be accessed remotely, and the consumer could be video streamed without their knowledge or consent. The study analyzes the correlations between consumer desire for “Optimal User Experiences” from their Smart Devices and their general perception of sharing their private information to achieve “OUX.” The study attempts to determine the foundational aspects of a wide variety of consumer opinions about their risk tolerance by sharing personal data and their desire for the “OUX” in relation to the Smart Devices they utilize regularly.
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