Issue #1 (Volume 19 2023)

Inclusivity and corporate social responsibility (CSR) in a community where ethnic diversity and conflict are very low compared to other countries still need to be researched more. This study aims to analyze university students’ awareness of inclusivity and CSR in marketing teaching using a pretest-posttest control group design. Both experimental (n = 138) and control (n = 140) groups are homogeneous regarding nationality, ethnicity, and age. The experimental group was subject to specific training on inclusive products, marketing communication, and CSR, which allowed testing of their perceptions and the training’s effectiveness. The first trial showed that the change in the experimental group was 8%, against 2.5% in the control group. The second trial demonstrated that the change in the experimental group was 30.4%, noting inclusive reasons, and, in the control group, only 6.4%. The third trial found a positive evolution in the experimental group, with more than 8.3% of students choosing the CSR company, and a negative evolution in the control group of –5.6%. These differences were not statistically significant within both groups but significant when comparing the two groups. The results of this study highlight that this homogeneous population does not think about those issues when analyzing businesses, products, or marketing communication. However, when people are submitted to specific training, they become aware and change their perceptions accordingly to what was expected. Thus, one concludes that education for inclusivity and CSR should be part of students’ training, independently of the homogeneity of the social and human environment.

Acknowledgment
The authors would like to thank their students at Universidade Portucalense for accepting that their school tests were used to design and publish this paper.

Halal food production is a crucial sector for Muslims, especially Generation Z, who spend time eating in stalls and restaurants instead of eating homemade food. This tendency is higher than in the previous generation. Thus, this study aims to estimate the factors influencing the purchase intention of halal food for Generation Z Muslims in Indonesia. This quantitative study uses a questionnaire distributed randomly online to 352 respondents. Data analysis and hypotheses were examined using the structural equation model (SEM) approach. The results show that religious belief, exposure, and health reasons are essential in increasing halal awareness. Meanwhile, halal awareness and knowledge positively contributed to increasing interest in buying halal food. On the other hand, Islamic brands do not affect the buying interest of Generation Z Muslims in halal products. This shows that Islamic brands in the food sector have no impact on Generation Z Muslims in a Muslim-majority country like Indonesia. This also confirms previous studies conducted in Muslim-majority countries such as Saudi Arabia that Islamic brands do not increase interest in buying halal food. This is because they are used to buying food without seeing the Islamic brand as long as it is halal. However, this result may be different if Muslims live in a non-Islamic country since Islamic branding can provide a comfortable feeling for Muslims in a non-Islamic country.

This study aims to investigate how various aspects of service quality in laptop dealer companies affect customers’ loyalty in Jordan. Data were collected from 341 Jordanian clients of dealer firms selling laptops in Jordan (HP, LG, Toshiba, Apple, Samsung, Sony, and Dell). Collected data were then analyzed; the hypotheses were assessed with the help of SPSS and structural equation modeling. The findings showed that customers’ loyalty is significantly impacted by reliability, accessibility to service, and safety. Furthermore, the value of beta represents relative importance. The dimension of safety showed the highest level in size of the impact on customers’ loyalty, and its value was 0.446 of the total impact. Next, the access to service dimension was the second factor in the impact size (0.239), and the reliability dimension demonstrated the smallest impact size with 0.146. Additionally, the findings revealed that reliability, access to service, and safety explain 52% of the variance in customers’ loyalty to purchase a laptop in Jordan. As a result, the study recommends that Jordanian laptop dealer firms consider all three service quality characteristics, particularly safety, to maintain the loyalty of their customers.

Tourism has shown relevance worldwide due to its economic and social significance. However, the pandemic has given rise to new perspectives on sustainable development. Thus, it is vital to identify new tourist needs and impressions about tourist attractions. The Paracas National Reserve attracts thousands of people yearly and seeks to protect the marine-coastal ecosystems home to extraordinary biological diversity. The study aims to define the perception of sustainability and the emerging needs of tourists from Lima, the capital of Peru, when visiting the Paracas National Reserve during the pandemic. The paper is non-experimental, quantitative, explanatory, and transversal research. A survey was applied to 83 respondents from Lima who had visited the Paracas National Reserve before and during the pandemic. For data collection, the survey technique with Google Forms was used; quantitative data were analyzed using MS Excel. The findings show that 88% of tourists prefer to travel with family or friends, 88.24% consider it essential to reduce the number of groups, 69.41% value social distancing, 60.2% note that the Reserve is well attended, 75.9% are satisfied with the activities carried out, and 94% find it a professional and entertaining experience. It is concluded that tourists from Lima are aware of valuing the biodiversity of the Paracas National Reserve during the pandemic and care for its environment. In addition, they care about staying healthy, considering all the recommended protocols.

The purpose of this study is to analyze Indonesian consumer hedonic values, extraversion, and online impulse buying, as well as to examine the influence of consumer hedonic values and extraversion personality on impulsive online buying. This study uses a quantitative research method that employs descriptive and associative tools. The primary data were gathered through social media surveys of Indonesian consumers who buy goods through e-commerce. Of the 440 respondents who received questionnaires, only 400 completed them accurately. According to the survey, at least 75% of respondents shop online regularly. The study’s findings describe three types of Indonesian online consumers: those with hedonic values, those with reasonably high extrovert personalities, and those prone to online impulse buying. Path analysis results indicate that both hedonic value and extraversion have a significant influence on online impulse buying. Hedonic consumers enjoy online shopping, and as a result, they discover items they had not previously considered purchasing without careful consideration. On the other hand, extroverted consumers who are outgoing, passionate, and pleasant in social situations are more likely to be interested in impulsive online buying. These results provide online business owners with necessary guidance by demonstrating the importance of developing a website that is not only informative but also visually appealing and engaging to trigger impulse buying.

Acknowledgment
This study was supported by a research grant from Universitas Padjadjaran, Indonesia.

Small wooden furniture businesses in East Indonesia feel pressure from the furniture businesses of the West Indonesia, in particular from Jepara, due to a fierce international rivalry. The study is intended to analyze the effect of market orientation and entrepreneurial orientation on competitiveness with innovation as an intervening variable. The study distributed 189 questionnaires to the small wooden furniture producers in the South and West Sulawesi Provinces. The collected data were analyzed by structural equation modeling using maximum likelihood approach. The study found that market orientation, entrepreneurial orientation, and innovation contributed to leveraging the competitiveness of small furniture producers. With this model, market orientation is found to have a positive and significant effect on innovation and competitiveness, both with a small-medium effect. Interestingly, the relationship between entrepreneurial orientation and innovativeness shows a positive, significant, and the most dominant of all structural causal relationships in the model, with a small-high effect. In contrast, the relationship between entrepreneurial orientation and competitiveness has a positive and significant effect with a smaller path coefficient. The study also found that innovation shows a positive and significant effect on competitiveness with a relatively small impact.

Acknowledgment
The case of small wooden furniture businesses of Indonesia is part of collaborative research between the research teams from Hasanudd in University and Universiti Kebangsaan Malaysia. In carrying out this study, the involvement of a number of agencies cannot be ignored: the Cooperative and Small and Medium Size Regional Office of South and West Sulawesi Province and Cooperatives and the Small and Medium Size Regional Office of Makassar City.

The assertive online strategies of Portuguese luxury fashion brands/designers (LFBDs) are essential for managers to succeed in the digital medium and establish long-lasting relationships with clients. This paper explores the challenges in digitizing all the distinctive elements of a luxury fashion brand: the product characteristics, the luxury atmosphere, the personalization of the service, and the services provided. Fourteen Portuguese brands/designers were selected for content analysis. According to Hansen’s framework, 43% of Portuguese LFBDs fail to share information about their companies on their websites, and only 43% include promotions. Only 36% have a community outside the websites, compared to 93% of the international luxury fashion brands. Moreover, Portuguese websites lack 360° technology and augmented reality. Considering the Digital Visual Merchandising – MVD Grid, Portuguese LFBDs do not allow multiple zooms and 2D F/T cursor change, while international brands feature these tools. Regarding the Social Media Performance Analysis Grid, the global average engagement rate of Portuguese LFBDs on Facebook is 0.19% and on Instagram – 0.89%. According to Social Media Content Analysis Grid, Portuguese brands bet a lot on sharing content in story format, mainly on Instagram; however, Facebook has a higher network value. Therefore, the findings show that Portuguese LFBDs should be present and market their products online. This online presence must be supported by a multi-channel strategy while maintaining luxury product characteristics and elements of differentiation.

Acknowledgment
This study is partially financed by the Portuguese national funds through FCT – Fundação para a Ciência e Tecnologia, under the project UIDB/05422/2020.

This study aims to confirm whether the series of marketing strategies designed by companies have followed the consumer process in product consumption with reference to the stages of the 5As: aware, appeal, ask, act, and advocate. Companies respond to these stages by implementing five market interventions: consumer affinitive direction, touch power strengthening, market preference enhancement, loyalty retain quality, and e-advocacy leverage capacity. An empirical analysis using AMOS was carried out on 352 online-based culinary business operators in Indonesia, a field that has experienced massive expansion during the Covid-19 pandemic. From the results of this analysis, it can be concluded that although the market interventions do not follow the exact same process as the 5A concept, in general, the stages followed by companies in online product marketing are compatible and parallel to those in the consumer process of product consumption. The various concepts of digital marketing strategies contribute conceptually to enhance the scope of e-advocacy theory from the perspective of strategic marketing, a field that has received limited research attention.

Acknowledgment
I would like to acknowledge the support of the Research and Community Service Institute, Sebelas Maret University (SMU) Indonesia, which helped me fund and publish this study. I also express my appreciation to several undergraduate students, members of the research group of Behavioral Marketing, SMU, who have assisted in disseminating and collecting the data. Finally, I appreciate my lecturer colleagues from the Management Department of the Faculty of Economics and Business, SMU, who were always enthusiastically involved in discussing the problems and phenomena in this analysis.

The modern real estate industry, including real estate market in Jordan, is highly competitive and challenging. This descriptive study aims to examine the effect of visual social media marketing (VSMM) on customer purchase intentions of Jordanian real estate companies. The paper used electronic word-of-mouth (e-WOM) as a mediator and reliability as a moderator of the relationship between e-WOM and customers’ purchase intention. A conceptual model comprised VSMM dimensions (informative content, entertainment content, and remunerative content), which affect the purchase intention of customers, mediated by thee WOM construct. The construct of reliability moderated the link between e-WOM and purchase intention. Questionnaires were distributed through Google Forms to respondents selected by convenience sampling; as a result, 250 responses were received. PLS-SEM was used to analyze the data and test the hypotheses. The results confirmed a significant impact of VSMM and e-WOM on purchase intentions. In addition, the study found that e-WOM mediates the relationship between VSMM and purchase intention, and reliability moderates the link between e-WOM and purchase intention. The results can help Jordanian real estate companies employ VSMM to increase their customers’ purchase intentions.

Indonesia is one of the world’s biggest halal food product and service consumers. The halal industry will continue to expand as the Muslim community’s needs grow. Therefore, application development for online halal food providers through the Go Food and Shopee Food platforms is in high demand. This paper aims to analyze the determinants of Go Food and Shopee Food users’ halal food purchase decisions. The theory of planned behavior (TPB), the theory of consumer behavior, and the unified theory of acceptance and utilization of technology (UTAUT2) were used. The research sample consists of Go Food and Shopee Food users chosen randomly from a pool of 104 respondents. The data were collected using a questionnaire developed from previous studies and the theories applied (TPB and UTAUT2). Respondents received questionnaires online via Google Forms. Path analysis was used in this study. The findings show that TPB constructs can adequately explain halal food purchase behavior. The attitude toward the purchase of halal food and subjective norms affect the user’s intentions to purchase halal food. The coefficients are 0.291 and 0.379, with a p-value < 0.001. The user’s intention determines the positive decision to purchase halal food with a coefficient of 0.843 and a p-value < 0.001. Halal awareness is a powerful predictor with a coefficient of 0.206 and a p-value of 0.014. However, perceived behavioral control, halal literacy, religious commitment, financial literacy, and UTAUT2 constructs (price value, hedonic motivation, and habit) were not found to determine the intention to purchase halal food.

E-commerce has altered how people purchase because of the growth of the internet. Nowadays, customers prefer shopping online rather than visiting physical stores. The goal of this study is to research the factors influencing online consumers’ satisfaction and repurchase intention in Vietnam. This study uses two underlying theories: technology acceptance model and expectation-confirmation model. After carefully discussing background theories and reviewing the marketing literature, the paper suggests a research model relevant to Vietnam’s circumstances. In addition, 312 online shoppers in Vietnam were surveyed using a Google Form and a non-probability approach. According to the findings, determinant factors (perceived ease to use, perceived usefulness, website design quality, and price perception) positively correlate to online shoppers’ satisfaction and repurchase intention. The results also disclosed that perceived usefulness was the factor that had the most influential impact on online shoppers’ satisfaction and repurchase intention. Finally, the study provided recommendations for managers, limitations, and suggestions for further research.

Acknowledgment
The author acknowledges Industrial University of Ho Chi Minh City that supported this study.

The Crimea annexation and the military aggression of the Russian Federation, which first began in some territories of the Donetsk and Luhansk regions in 2014 and escalated into a full-scale war on February 24, 2022, resulted in heavy losses of life and a humanitarian crisis, exacerbating economic, political and social instability. To restore Ukraine’s economy, all businesses, including hospitality (hotel and restaurant business) sector, should continue functioning, though it is a challenging but crucial task. The paper aims to analyze the state of the hospitality market in the current war conditions in Ukraine and assess the possibilities of its restoration and development. An online survey was conducted among 282 representatives of the hospitality business in Kyiv, Sumy, Chernihiv, Dnipropetrovsk, Kharkiv, Poltava, Ivano-Frankivsk, Lviv, Ternopil, and Zakarpattia regions. Based on the results, in 2022, almost 23% of hospitality industry representatives suspended their activities, and 54% functioned only partially. Many surveyed hotels and restaurants (36%) have gradually changed and adapted their business strategies. For more than half of the hospitality representatives, expenses increased by 20-50%, and profits dropped by more than 20%. The critical consequences of the full-scale war for the Ukrainian hospitality market are as follows: disruption of supply chains, reduction in consumers’ purchasing power, changes in consumer demand, shortage of certain types of products, shortage of personnel, and business unprofitability.

This study aims to analyze the mediation effect of subjective norms and perceived behavioral control on the linkage between online consumer attitude and online purchase decisions of generation X, generation Y (millennials), and generation Z (centennials) in developing countries, particularly Peru. This empirical investigation surveyed 121 respondents of generation X, 200 millennials, and 200 centennials in Peru. The data were processed through structural equation modeling approach. This study demonstrates that online consumer attitude positively and significantly influences online purchase decisions; this relationship is enhanced through the mediation effect of subjective norms and perceived behavioral control. Furthermore, the results indicate that the effect of the proposed variables is improved progressively in each generation, showing a greater willingness of centennials to purchase online, followed by millennials and generation X. This study assessed online consumer attitudes of different generations in Peru toward the online purchase decisions and the mediation effect of subjective norms and perceived behavior control on the mentioned relationship, which showed improved results when incorporated into a single model.

Acknowledgments
The authors thank the Universidad Nacional de San Agustín de Arequipa for supporting this project.

Chinese tourists contribute significantly to the development of the tourism industry in Thailand. However, only some studies have systematically discussed the role of demographic factors in developing Thai international tourism. The study aims to research the behavior of Chinese citizens traveling to Thailand in the post-Covid-19 era based on combining the behavioral dynamics, the push-pull theories and demographics. 432 Chinese travelers who have visited Thailand participated in the survey. The scale included four parts: international tourism development in Thailand (A1-A8); pushers (B1-B9); pullers (C1-C8); demographic variables: gender, age, occupation, income, education level, marital status, and location. The study used exploratory factor analysis, confirmatory factor analysis, correlation, and variance analyses with SPSS 26.0. Therefore, exploratory factor analysis identified for this study three factors: F1 (5 items), F2 (3 items), and F3 (4 items). The correlation between F1 and F2 is 0.8, between F1 and F2 is 0.87, between F2 and F3 is 0.79. The findings of the analysis of demographic variables indicate that: gender does not affect tourists’ perceptions and changes; age has a significant impact on the three constructs; monthly income should be considered in the development of inbound tourism strategies; undergraduate and postgraduate visitors showed higher scores for research constructs; there is no need to consider the marital status of tourists. The study suggests that the Thai tourism department pay attention to the push and pull factors that motivate Chinese citizens to choose Thailand to expand international tourism.

Acknowledgment
The authors would like to acknowledge supervisors, family members, and colleagues for their support and guidance.

Undeniably, the new normality caused by COVID-19 presents an enormous challenge for tourist destinations to become more attractive to visitors. Thus, the purpose of this study is to analyze the impact of destination personality and image on tourist behavior in Peru. This quantitative and cross-sectional analysis targeted 998 national tourists via a non-probabilistic convenience sampling. The study employed AMOS 24 statistical software for exploratory and confirmatory factor analysis. The results showed positive effects of social innovativeness (β = 0.374), performance (β = 0.404), and honesty (β = 0.191) on an affective image. Likewise, the study confirms the favorable effects of social innovativeness (β = 0.524), performance (β = 0.156), and honesty (β = 0.280) on a cognitive image. Furthermore, the effects of a cognitive image on the intention to revisit (β = –0.756) and intention to recommend (β = –0.756) are also measured. In addition, the findings support the positive effects of an affective image in intention to revisit (β = 1.549) and intention to recommend (β = 1.547); all results obtained a significance less than 0.05 (p < 0.001). This study concludes that brand personality is a valuable concept that can suggest strategies to improve the brand image, so the personality of tourist destinations should be congruent with the personality of tourists.

Promoting repurchase intention to existing consumers is a crucial advantage that helps businesses manage sufficient supply for their customers and ensure their business sustainability. Business managers must understand factors that can significantly promote repurchase intention. Therefore, this study aims to examine the influence of brand love, brand preference, and brand loyalty on the intention to repurchase Covid-19 antigen test kits among a sample of Thai consumers. To achieve this aim, 670 Thai people, who had used the antigen test kit for their Covid-19 testing, were invited to answer questionnaires using an online Google Forms survey. After clearing outliers, only 523 responses were deemed valid and reliable and kept for further path analysis. The research findings showed that brand love and brand preference demonstrated positive relationships with brand loyalty. In addition, brand love and brand preference displayed positive relationships with repurchase intention. In conclusion, the results emphasized brand loyalty as the primary driver of repurchase intention because of its significant impact on Thai customers.

Given the changing market conditions due to the globalization of the economy, legal environment, competitiveness, and consumer base, brand management must apply innovative approaches that reflect these changes. This paper aims to analyze the relations between selected socio-demographic characteristics of consumers and their preferences toward brands (i.e. the reasons they would replace their preferred brand with another one). The survey targeted 2025 consumers from the eight regions of Slovakia in March 2019. The respondents’ age had to be at least 15. Thirty-four questions formed the survey questionnaire, which was separated into three sections. Three socio-demographic factors were selected for analysis: age (three categories), education (three categories), and social status (six categories). The correspondence analysis was carried out via IBM SPSS Statistics, Version 25. The results were plotted on a multidimensional map. The average age is 40.24; the largest frequency is associated with primary/vocational graduates, 51.11%; 50.67 % of employees are recognized as having the greatest frequencies for social status. The findings indicate that the higher the age of consumers, the lower the effect of the image; the higher the level of education, the lower the effect of price on consumers’ motivation to replace their preferred brand with the alternative one. Furthermore, social status is mostly contingent upon the age. Hence, this paper observed similar correspondence analysis results between these socio-demographic characteristics; the most specific groups are students and the unemployed.

Acknowledgment
This study was financially supported by the Slovak Research and Development Agency – Grant No. APVV-15-0505: Integrated model of management support for building and managing the brand value in the specific conditions of the Slovak Republic.

The cosmetic industry is a highly lucrative market in South Africa. Individuals of the Generation Y cohort represent an essential current and future market segment for various industries, including the beauty product industry. The purpose of this study is to determine the direct and indirect effects of variety seeking and status consumption on attitudes through beauty product innovativeness among female Generation Y students. This study used a self-administered questionnaire. The sample includes female Generation Y students at a traditional university, a comprehensive university, and a university of technology in the Gauteng province. The study yielded 610 adequate responses. The data were analyzed using principal component factor analysis, descriptive statistics, Pearson’s product-moment correlation, and path analysis with mediation tests. The study presents a four-factor model: status consumption, variety seeking, beauty product innovativeness, and consumer attitude. Status consumption statistically, significantly, and positively affect beauty product innovativeness (β = 0.350, p = 0.000 < 0.01) and consumer attitude (β = 0.107, p = 0.053 < 0.01). Variety seeking has a statistically significant and positive influence on beauty product innovativeness (β = 0.276, p = 0.000 < 0.01) but an insignificant on consumer attitude (β = 0.043, p = 0.459 > 0.01). Lastly, beauty product innovativeness was a statistically significant predictor of attitude (β = 0.286, p = 0.000 < 0.01). These results suggest that beauty product innovativeness mediates the relationship between variety-seeking and consumer attitudes of the Generation Y cohort toward beauty products.

Mobile payment has a pronounced impact on the consumption mode of various industries and provides new clues for sustainable consumption. This study aims to explore the role of perceived risk and perceived technology on sustainable consumption intention and behavior. Moreover, it proposes the structural equation model of mobile payment for sustainable consumption behavior. 574 participants from Chinese higher education institutions filled in the questionnaire. The bootstrapping method was used to solve the problem of mediating factors. Amos 26.0 helped to construct structural equation models. The study determined the negative effect of the perceived mobile payment risk on the perceived mobile payment usefulness, perceived mobile payment ease of use, and sustainable consumption intention. Moreover, the three variables have a particular buffer in the relationship between perceived mobile payment risk and sustainable consumption behavior. Furthermore, perceived mobile payment usefulness positively impacts sustainable consumption intention, and they have a chain-mediated effect on the relationship between perceived mobile payment risk and sustainable consumption behavior. The same effect also occurs in the relationship between perceived mobile payment ease of use and sustainable consumption intention.

The emergence of digital technology has fundamentally transformed how businesses generate value for their customers. One of the critical components of this paradigm shift in digital transformation is improving customer experience, which benefits both consumers and organizations.
This study aims to evaluate customer experience and its influence on customer satisfaction and loyalty in the digital wallet domain. It also analyzes the moderating role of loyalty programs. This study was conducted in the Indian context since, alongside advancements in technology and a focus on digitalization, there has been a substantial increase in the acceptance of cashless payment options. The data from 349 respondents using the snowball sampling technique were collected through Google Forms, and SmartPLS 4.0 was used for analysis.
The results showed that loyalty and satisfaction are significantly influenced in the digital wallet domain if organizations work on factors affecting customer experience. The results also proved that loyalty programs moderate the relationship between customer experience and customer satisfaction.
This analysis successfully unlocked the potential of loyalty programs and established that loyalty programs do not moderate customer loyalty. However, organizations must note that poorly designed loyalty programs are just like any other sale promotion scheme, which adds up to the promotional expense without achieving the overall long-term objective of sustaining loyal consumers.