This paper examines the marketing mix of rattan canes businesses, with a focus on small and medium enterprises (SMEs). Rattan cane enterprises rely on both domestic and international sources for raw materials, and the market is largely unorganized, with individual-level operations dominating the industry. The primary aim of this study is to evaluate the marketing mix in relation to the 7Ps framework, which includes price, product, place, promotion, people, process, and physical evidence. A simple random sampling method was employed to select participants from rattan processing enterprises. A questionnaire survey was then conducted among 46 rattan entrepreneurs, representing a total of 66 enterprises, including rattan processing industries, rattan traders, and Community Forest User Groups. The findings of the study indicate that, among the seven Ps, place and process are relatively stronger aspects of service delivery, while price and people are considered moderate. However, product, promotion, and physical evidence are identified as weak areas in terms of service delivery within the rattan business. It is concluded that rattan processing industries continue to rely on traditional tools and technologies, which has resulted in a lack of competitiveness in penetrating both national and international markets. Furthermore, poorly segmented distribution channels have hindered their sales efforts, while limited promotional activities have restricted awareness of their products among potential customers. In conclusion, the study highlights the need for rattan businesses to modernize their operations and adopt more effective marketing strategies in order to enhance their competitiveness and expand their market reach.

This paper addresses the conceptual exploration of various issues that form an integral part of the ethical dimensions surrounding the use of artificial intelligence (AI) in the field of marketing. We critically review some of the main ethical challenges AI poses to humanity: privacy, data security, bias, transparency, and accountability. Therefore, we will discuss the delicate balance between exploiting the transformation potential of AI for personally designed marketing strategies and ethical imperatives to safeguard the rights of consumers to retain trust. Then, the present regulatory landscape responding to these ethical challenges will be assessed by building on effective regulation, like the GDPR, existing proposed legislative frameworks, and industry guidelines. To underscore the role of an ongoing dialogue between marketers, technologists, ethicists, and regulators for developing a responsible AI ecosystem in marketing. Further, strategic recommendations for implementing company-based ethical AI marketing practices. The further strong guidelines provide enhancement transparency to consumers and investment in research to remove biases from algorithms. It also underscores principal scopes of further research and development, focusing on the need for new-age solutions to guide the ethical quagmires that AI-led marketing throws up. We suggest that integration should be done proactively and collaboratively. Thus, if attention is paid more to ethics and multidisciplinary dialogue, only such hyperbolic promises can be realized by AI-driven marketing. There are such promises through which AI-driven marketing will meet business goals and be huge at societies' values.

The concept of a Social License to Operate (SLO) has become increasingly important in the sustainability literature in recent years. Having its origins in the business discourse of the mining industry with respect to limiting opposition to mining projects, the notion of a social contract above and beyond legal requirements has since become applied across a number of different industries. Despite the concepts adoption confusion exists over the practices and outcomes of SLO, and particularly the nature of engagement. Given this situation it is surprising that not more attention to the role of marketing, and social marketing in particular, in operationalizing the concept. The paper discusses the potential of social marketing to contribute to SLO. Economic, political and social relations are complex in SLO and exchange is intricate in such relational environments. A community-based social marketing orientation is proposed as a means to improve exchange relations and enhance engagement. Seven models of SLO related social marketing models are discussed with community-based social marketing and adaptive co-marketing models being regarded as the most positive for the achievement of an SLO. Potential barriers to adoption of these approaches are noted.

Business-to-business (B2B) manufacturing companies are increasingly confronted with transformative trends such as sustainability, digitalization, and servitization. These trends are changing how product portfolios are developed, and value contributions are assessed, and therefore have disruptive potential. Dealing with these disruptive factors in Product Portfolio Management (PPM) is a largely unexplored topic. This study presents an empirical-qualitative exploration that contributes significantly to the field. The aim is to clarify the extent to which disruptive factors influence the evaluation and shaping of the product portfolio in B2B manufacturing companies. The Gioia method was used to evaluate 21 semi-structured interviews with experts from leading B2B manufacturing companies. Eight overarching challenges in PPM resulting from the disruptive factors were identified. Based on the eight overarching challenges and their associated causal relationships, two aggregated dimensions of action were derived: (1) increasing speed and flexibility by using generative artificial intelligence (AI) in a defined PPM process and (2) adjusting the product portfolio evaluation to consider various strategic drivers. These two dimensions of action call for future research to overcome the disruptive factors in PPM.

The central aim of this paper is to present the Green Web Meter software which is designed to support the measurement of digital sustainability performance of websites and web apps, as well as providing sound based analytic tools for improving their overall quality. We analyzed scientific literature and specifically selected three quality assessment models (E-S Qual, Sitequal, Webqual 4.0) which we used as a starting point for identifying the most crucial aspects for the monitoring activities. A consistent set of Key Performance Indicators (KPIs) suitable for automated tracking has been provided. We finally developed model-based software able to deliver solutions for real-time website performance analysis and reports. We structured the model to offer accurate references for digital sustainability reporting by aggregating the KPIs into an Environmental, Social, and Governance (ESG) framework and computing a comprehensive score for its pillars.

Geopolymers, made from aluminosilicate raw materials, offer significant environmental advantages over conventional concrete (CC) mixes. This study explores the compressive strength, setting time, and durability of geopolymer concrete (GPC) cylinders, some of which include an additional ordinary portland cement (OPC) mix. Consistent material composition and testing methods are emphasized to achieve reliable results. MATLAB was utilized to develop and assess a neural network model predicting the compressive strength of GPC based on key variables. The model was validated using 16 experimental samples and 1047 samples from various studies. The performance plot displayed the Mean Squared Error (MSE) over iterations, identifying the best training performance at epoch 658 with an MSE of 5.3408. The Error Histogram highlighted distribution errors between predicted and actual compressive strength values, with the highest range from -1.015 to 0.3587, meaning that the predicted values were mostly within a small margin of error from the actual values. This narrow error range indicates that the ANN model has high accuracy in its predictions, as most errors are small and clustered around zero, demonstrating reliable performance in estimating compressive strength. Regression analysis showed varying correlation coefficients (training set R=0.98373, test set R=0.88164, and whole set R=0.96982), indicating adequate predictive accuracy. The results demonstrate that properly trained neural networks can effectively predict the compressive strength of GPC, highlighting its potential as a sustainable construction material.

While digitization can make the health industry faster and more efficient, there are many financial, social and organizational obstacles and barriers to its implementation. This article offers a systematic review of the main troubles detected from the literature review. Also there is a proposal of new kind of restrictions to pay attention. Finally, its offer an heterodox reading about the problem analyzed.

This study explores the public library service evaluation domain through user-generated content on Google Maps, highlighting digital feedback's significant yet underexplored potential in understanding public library patronage across Taiwan's six major cities. Utilizing a mixed-methods research design, this study integrates Google Maps review content analysis with Social Network Analysis to delineate public perceptions and identify areas for service enhancement in public libraries. It innovatively leverages personal experiences extracted from over 60,000 Google Maps reviews to evaluate public library services in cities such as Taipei, New Taipei, Taoyuan, Taichung, Tainan, and Kaohsiung. The research taps into the National Library of Taiwan's National Library Statistics System to provide a robust analysis of library performance and user satisfaction, offering a novel perspective by emphasizing user-centric feedback from Google Maps as a primary data source. This approach provides quantitative data on library usage and geographic distribution and enriches our understanding of the qualitative experiences of library users. In analyzing the keywords from Google Maps reviews of public libraries, we categorize and interpret these under the three core LibQUAL+ dimensions—Affect of Service, Information Control, and Library as Place. The findings expose variances in perceived service quality among the cities, with Kaohsiung and Taichung receiving the highest accolades for service satisfaction. Simultaneously, the study identifies potential areas for improvement, particularly in cities with lower satisfaction ratings like Taipei. This personalized feedback illustrates the intimate relationship between public libraries and their communities, offering invaluable insights for policymakers and library management to enhance service delivery and user experience.

As argued by ‘Declaration of Concrete Environment (2010)’ of Korea and ‘Declaration of Asian Concrete Environment (2011)’ of six Asian countries, concrete as a single material has lately shown extremely large impact on environmental issues such as climate change. Assessment of environmental impact from concrete material and production has considerable importance. Concrete is a major material used in the construction industry that emits a large amount of substances with environmental impacts during its life cycle. Accordingly, technologies for the reduction in and assessment of the environmental impact of concrete from the perspective of Life Cycle Assessment must be developed. At present, the studies in relation to greenhouse gas emission from concrete are being carried out globally as a countermeasure against climate change. In this study, a sustainable concrete mix design algorithm was designed using correlation analyses, and its carbon emission and cost reduction performances were assessed. Using correlation analyses, the concrete strength, w/b and s/a ratios, and CO₂ emissions were identified as major variables of concrete mix design that influenced other variables. Also, this study aims to evaluate the CO₂ emission reduction performance of the algorithm-deduced sustainable concrete mix design, and therefore, the CO₂ emissions of the sustainable concrete mix design are compared with those of the actual concrete mix design applied to the construction of the office building A in South Korea.

This study considers an application of the first-order Grey Markov Model to foresee the values of Italian power generation in relation to the available energy sources. The model is used to fit data from the Italian energy system from 2000 to 2022. The integration of Markovian error introduces a random element to the model, which is able now to capture inherent uncertainties and misalignments between the Grey model predictions and the real data. This application provides valuable insights for strategic planning in the energy sector and future developments. The results show good accuracy of the predictions, which provides powerful information for the effective implementation of energy policies concerning the evolution of energy demand in the country. Despite advancements, Italy’s 2032 energy mix will still significantly rely on fossil fuels, emphasizing the need for sustained efforts beyond 2032 to enhance sustainability.

This paper explores the relationships between marketing strategies, social media platforms, the adoption and diffusion of products and services, and organizational resilience to gain an understanding of the ability of organizations to cope with disruptive events (e.g., COVID-19). This can be achieved through effective marketing strategies and the efficient use of social media platforms. In fact, resilience thinking can help organizations maintain their operations by increasing the adoption and diffusion of their products and services through the use of effective marketing strategies. To achieve this article’s objectives, a literature review is conducted to help develop a conceptual framework that highlights a clear relationship between the previously discussed concepts. In addition, the novel nature of the relationship between marketing strategies and organizational resilience is dissected and its significance for organizations is demonstrated. In fact, the findings of this study suggest that effective marketing strategies that consider the "what," "who," and "how" dichotomies and the efficient use of social media to promote the adoption and diffusion of products and services can significantly enhance the resilience of organizations. These relationships can serve as a starting point for further studies examining and empirically analyzing marketing strategies and their positive effect on strengthening organizational resilience.

The aim of this study is to investigate and determine the key factors guiding customer attitudes towards social media influencers, and on that base to explore their effects on purchase intentions towards advertised products or services. A total of 376 fulfilled questionnaires from an online survey were analysed. The main characteristics of digital influencers’ behaviour, affecting consumer perceptions have been systematized and categorized through a combination of both traditional and advanced data analysis methods. Structural Equation Modelling (SEM), machine learning and multi-criteria decision-making (MCDM) methods were selected to uncover the hidden dependencies between variables from the perspective of social media users. The developed models elucidate the underlying relationships that shape the acceptance mechanism of influencers’ messages. The results obtained provide specific recommendations for stakeholders across the social media marketing value chain. Marketers can make informed decisions and optimize influencer marketing strategies to enhance user experience and increase conversion rates. Working collaboratively, marketers and influencers can create impactful and successful marketing campaigns that resonate with the target audience and drive meaningful results. Customers benefit from more tailored and engaging influencer content that aligns with their interests and preferences, fostering a stronger connection with brands and potentially affecting their purchase decisions. As the perception of customer satisfaction is individual and evolving process, stakeholders should organize regular evaluations of influencer marketing data and explore the possibilities to ensure continuous improvement of this e-marketing channel.

We compare photoaligning properties of polymer layers fabricated from the same constituents: polymethyl-methacrylate (PMMA) and azo-dye Disperse Red 1 (DR1), either chemically attached to the PMMA main-chain, or physically mixed with it. Photoaligning properties depend on the preparation method drastically. This finding is supported by atomic force microscope (AFM) scans monitoring the light-induced changes at the polymer−air interface, and revealing a photoinduced mass transfer.

Introduction: Transportation logistics play a pivotal role in facilitating both individual mobility and supply chain operations on a global scale. However, conventional transportation systems have contributed significantly to urban congestion and environmental degradation. In response to these challenges, there is a growing momentum towards the adoption of intelligent transportation systems (ITS) and sustainable transportation solutions. This research aims to explore the potential of renewable energy sources to power electric vehicles (EVs) and flying automobiles, thereby accelerating the transition towards a low-carbon future. Objectives: The primary objectives of this research are as follows: - Investigate the role of renewable fuels in powering both EVs and flying cars to reduce reliance on fossil fuels and mitigate carbon emissions. - Analyze the dynamic growth and sustainability implications of advancements in battery technology and alternative renewable energy sources, such as Hydrogen Fuel Cells. - Evaluate the challenges and opportunities associated with the integration of flying vehicles into existing transportation infrastructure, focusing on safety, airspace control, and infrastructure development. - Review insights and guidance to stakeholders on promoting sustainable transportation solutions for EVs and flying cars through the utilization of renewable energy sources and the reduction of carbon emissions from the literature. Methodology: This research employs a mixed-method approach, combining literature review, and causal loop diagram analysis. The literature review provides a comprehensive understanding of current trends, challenges, and opportunities in sustainable transportation and renewable energy technologies. A causal loop diagram is utilized to visualize the dynamic interactions between various factors influencing the adoption of EVs and flying cars, including technological advancements, policy interventions, and market dynamics. Results and Discussion: The findings of this research highlight the significant potential of renewable energy sources, such as solar, wind, and hydrogen, in powering both EVs and flying cars. Advances in battery technology and hydrogen fuel cells are identified as key drivers in accelerating the transition towards sustainable transportation systems. However, challenges remain in terms of infrastructure development, safety regulations, and airspace management for flying vehicles. Nevertheless, there is a noticeable advancement in reducing carbon emissions and reliance on fossil fuels with the widespread adoption of EVs. By harnessing renewable energy and implementing effective policy measures, stakeholders might able to promote the widespread adoption of sustainable transportation solutions, thereby contributing to environmental protection and societal well-being. Conclusion: Literally, this research underscores the importance of sustainable transportation solutions in addressing urban congestion, environmental pollution, and energy security concerns. By leveraging renewable energy sources and embracing technological advancements, such as EVs and flying cars, stakeholders pave the way for a more sustainable and resilient transportation system. However, concerted efforts are needed to overcome existing challenges and ensure the successful integration of these technologies into existing infrastructure. Through collaborative partnerships and innovative initiatives, a low-carbon future for transportation logistics can be achieved, benefiting both the environment and society as a whole.

Microfluidic devices which integrate both rapid mixing and liquid jetting for sample delivery are an emerging solution for studying molecular dynamics via X-ray diffraction. Here we use finite element modelling to investigate the efficiency and time-resolution achievable using microfluidic mixers within the parameter range required for producing stable liquid jets. Three-dimensional simulations, validated by experimental data, are used to determine the velocity and concentration distribution within these devices. The results show that by adopting a serpentine geometry, it is possible to induce chaotic mixing, which effectively reduces the time required to achieve a homogeneous mixture for sample delivery. Further, we investigate the effect of flow rate and the mixer microchannel size on the mixing efficiency and minimum time required for complete mixing of the two solutions whilst maintaining a stable jet. In general, we find that the smaller the cross-sectional area of the mixer microchannel, the shorter the time needed to achieve homogeneous mixing for a given flow rate. The results of these simulations will form the basis for optimised designs enabling the study of molecular dynamics occurring on millisecond timescales using integrated mix-and-inject microfluidic devices.

The marketing industry is rapidly evolving, necessitating educational programs to adapt and equip graduates with relevant skills and knowledge. This systematic literature review with bibliometric analysis (SLRBA) explores the integration of Problem-Based Learning (PBL) in marketing education. PBL is an instructional strategy that empowers students to solve real-life problems by integrating theory and practice, thus fostering critical thinking and decision-making skills. Our review synthesizes data from 71 sources, highlighting the definition of PBL, strategies to promote its implementation in marketing education, and the benefits and challenges associated with this approach. The findings indicate that PBL enhances student engagement, provides hands-on experience, and prepares students for real-world marketing challenges. Strategies such as using social media, serious games, e-learning, and feedback mechanisms are discussed for their effectiveness in promoting active learning and student participation. Despite its advantages, PBL faces challenges such as resource intensiveness, student resistance, and information integrity issues. This review underscores the importance of PBL in bridging the gap between theoretical knowledge and practical application, ultimately preparing marketing students to meet the demands of the industry. The paper concludes with recommendations for future research and best practices for implementing PBL in marketing education.

The digital revolution has significantly impacted many Chinese Time-Honored businesses, particularly those slow to adapt to environmental changes, resulting in challenges related to long-term marketing capabilities and declining performance. This study explores the relationship between ambidextrous marketing capabilities and corporate performance. Utilizing a survey involving 91.8% of middle and upper-level managers across 47 Chinese time-honored firms, we construct a research model that demonstrates how the application of ambidextrous marketing capabilities can foster the development of Sustainable marketing capability, which in turn positively influence corporate performance. Sustainable marketing capability mediate the effect of ambidextrous marketing capabilities on corporate performance. Additionally, enhancements in market conditions or legislation may further amplify the impact of Sustainable marketing capability on business performance. In the context of Chinese time-honored firms, these findings offer managerial insights into building Sustainable marketing capability, enhancing performance, and achieving competitive advantages.

In this article we investigate the determinants of marketing or organizational innovators in Europe for 36 countries in the period 2010-2019. We have used data from the European Innovation Scoreboard-EIS of the European Commission. We perform different econometric models i.e. Dynamic Panel, Pooled OLS, Panel Data with Fixed Effects, Panel Data with Random Effects, WLS. Results show that the level of marketing or organizational innovators in positively associated, among others variables to “Innovation Index”, “Innovators” and “Knowledge Intensive Service Exports”, while is negatively associated with “Sales Impacts”, “Foreign Controlled Enterprises Share of Value Added” and “Government procurement of advanced technology products”.

Adolescence is a central phase for the development of a person’s identity involving complex multidimensional changes and increasing vulnerability to distress. The aim of this study was to investigate the psychological well-being of adolescent students in Brescia (Northern Italy), two years after the beginning of the Covid-19 pandemic. An online survey investigated the extent and the reasons reported by high school students for their emotional distress (ED), also considering other factors such as physical activity, diet, sleep and smartphone overuse. The main reasons for ED were classified through a qualitative analysis of the freetext answers. 1686 students agreed to participate, 50% showed a presence of ED. According to a multiple logistic analysis, the main factors associated to ED were female gender (AdjOR 2.3, p<0.0001), age (AdjOR 1.6, p<0.0001), sleep duration <8 hours (AdjOR 1.5, p=0.0003), anxiety perception (AdjOR 3.4, p<0.0001), and certain eating behaviors, e.g. comfort food consumption (AdjOR 2.0, p<0.0001). According to free-text answers, the main reasons for ED were: “school pressure”, “ relationships with family and peers”, “negative emotional states” and “the pandemic”. The results show a high level of ED among adolescents and the reported reasons may help to better address their psychological needs after the pandemic.

Multispectral image (MSI) and hyperspectral image (HSI) fusion (MHIF) aims to address the challenge of acquiring high-resolution (HR) HSI images. This field combines a low-resolution (LR) HSI with an HR-MSI to reconstruct HR-HSI. Existing methods directly utilize transformers to perform feature extraction and fusion. Despite the demonstrated success, there exist two limitations: 1) Employing the entire transformer model for feature extraction and fusion fails to fully harness the transformer’s potential in integrating the spectral of the HSI and spatial information of the MSI. 2) HSI has a strong spectral correlation and exhibits sparsity in the spatial domain. Existing transformer-based models do not optimize this physical property, which makes their methods prone to spectral distortion. To accomplish these issues, this paper introduces a novel framework for MHIF called Sparse Mix-Attention Transformer (SAMformer). Specifically, to fully harness the advantages of the Transformer architecture, we propose a Spectral Mix Attention Block (SMAB), which concatenates the keys and values extracted from LR-HSI and HR-MSI to create a new multi-head attention module. This design facilitates the extraction of detailed long-range information across spatial and spectral dimensions. Besides, to address the spatial sparsity inherent in HSI, we incorporated a sparse mechanism within the core of SMAB called Sparse Spectral Mix Attention Block (SSMAB). In the SSMAB, we compute attention maps from queries and keys and select the K highly correlated values as the sparse attention map. This approach enables us to achieve a sparse representation of spatial information while eliminating spatially disruptive noise. Extensive experiments conducted on three benchmark datasets, namely Cave, Harvard, and Pavia Center, demonstrate the SMAformer method outperforms state-of-the-art methods.

Fake news was conventionally assumed to mean fabricated information published in newspapers and other mass media. It was mostly done to increase the paper's sales and was unlikely to have long-term impacts on society. Fake news in marketing concerns intentionally delivering false or misleading information regarding a product or service to influence consumer behavior. Despite the severity of these impacts, we noted that there is very little scientific research on fake news in marketing and consumer behavior. This systematic literature review (LRSB) aims to bridge this knowledge gap by searching and analysing relevant publications on "fake news in marketing" and synthesising data from 117 relevant studies, providing a framework for marketers and business leaders to reduce the spread and impact of online misinformation. The main highlights identify that the implementation and use of social media, shaping a presence on the internet, diffusion, and consumption of fake news have become a serious challenge and a dominant problem in the marketing sector, especially with the growth of digital marketing. Strategically, fake news spread can be categorized into various types, and the use of these tactics can produce short-term benefits such as increased engagement and instant sales, but they can also have severe long-term costs such as reputational damage, loss of revenues and market share, and discouraged investors and shareholders.

Businesses use technological and social media marketing to respond to the Covid-19 pandemic. This study aims to understand better the factors that impact the spread of new technologies, the effectiveness of social media advertising, and the longevity of businesses. The study used a quantitative strategy based on partial least squares structural equation modeling to learn about the phenomenon of interest as much as possible. Dhaka, Bangladesh, small and medium-sized businesses participated in the survey. According to the findings, the popularity of internet and e-business technologies may be attributed to their apparent usefulness and ease of use. It is connecting internet/e-business technology, social media marketing, and the long-term success of small and medium-sized enterprises. Still, the expense factor was insufficient to prove that SMEs engage in social media advertising. Mediating effects between components may be better understood via internet/e-business technology and social media marketing, as shown by this study. This study is the first of its kind in Bangladesh and sheds light on the resilience of SMEs in the face of the Covivirus-19 pandemic, notwithstanding its focus on the capital city of Dhaka.

Supplementary cementitious materials (SCMs) are increasingly used in precast concrete industry to enhance concrete strength and durability. SCMs of large market share in precast concrete in-dustry include silica fume, also known as micro-silica and class C fly ash. The main objective of this research is to develop non-proprietary high strength concrete mixes for precast/prestressed concrete industry. Two SCMs are used simultaneously in partial replacement of portland cement to develop ternary mixes. Class c fly ash and silica fume incorporation in the mix design, in ad-dition to low water-to-powder ratio resulted in the successful development of high strength mixes with minimum 24-hour strength in excess of 70 MPa and a final compressive strength ex-ceeding 100 MPa at 28 days. Mechanical properties testing of developed concrete mixes showed that SCMs incorporation resulted in increased values for hardened concrete modulus of elasticity (MoE) and modulus of rupture (MoR). The enhanced concrete properties, mainly high early strength, are highly required in precast concrete industry as it allows for increased productivity of precast facilities and the possibility of pouring high strength slender sections for prestressed concrete applications

Effective marketing decision-making benefits from a rigorous, data-driven process that systematically evaluates alternatives based on insights and analysis. This study develops and evaluates a 5-stage decision-making process model integrating marketing engineering principles aimed to optimize marketing decisions. An experiment randomized 150 participants into groups following either the proposed model or an unaided approach. Results indicate the model-following group achieved significantly higher ROI from marketing decisions (19.3% vs 16.4%) and employed key elements like customer segmentation, experimentation, and optimization to a greater extent. However, limitations including the experiment's scenario, self-report measures, and cross-sectional design constrain implications. Future research employing probability sampling, multiple decision contexts, longitudinal designs, manipulation checks, and objective metrics can further validate the proposed model. Overall, the study advances the understanding of how structured decision processes based on marketing engineering principles may optimize marketing decisions and outcomes.

In order to be able to face competition, thriving corporations have to be compelled to maintain an awfully smart relationship with their existing customers and additionally to be able to anticipate their future wants. Thus, corporations do not target customers as teams, however they’re attempting to focus on them as individuals. However, to be able to use this information, corporations have to be compelled to use promoting automation tools. Marketing Automation was an idea first introduced in 2001 by John D.C. Little in his presentation at the 5th Invitational Choice Symposium UC Berkeley 2001. This survey paper assesses prominent research on Marketing Automation and suggests how it can be modified to adapt to the current marketing scenario.

Influencer marketing has become a pivotal component of digital marketing strategies, offering brands a unique way to connect with audiences through trusted voices. However, measuring the return on investment (ROI) from influencer marketing campaigns can be challenging due to the intangible nature of brand influence and engagement. This abstract explores various techniques and strategies to measure and optimize ROI in influencer marketing. Measurement Techniques: The paper delves into both quantitative and qualitative methods for assessing influencer marketing ROI. Quantitative techniques include tracking metrics such as impressions, clicks, conversions, and sales, using tools like Google Analytics and social media insights. Additionally, advanced attribution models, such as multi-touch attribution and econometric modeling, are discussed for more accurately linking influencer activities to business outcomes. Qualitative approaches involve sentiment analysis and brand awareness studies, which help gauge the impact of campaigns on brand perception and customer loyalty. Optimization Strategies: To maximize the effectiveness of influencer marketing, the paper outlines several optimization strategies. These include selecting the right influencers based on audience alignment and engagement rates, setting clear and measurable campaign goals, and employing A/B testing to refine content and strategies. The importance of long-term partnerships and content diversification is also emphasized, as they can enhance authenticity and sustain audience interest. The abstract concludes that a comprehensive approach combining rigorous measurement techniques and strategic optimization can significantly enhance the ROI of influencer marketing campaigns. By continuously analyzing data and refining strategies, brands can better leverage influencer partnerships to achieve their marketing objectives.

Traditionally Moringa is known as mystical miracle tree or the tree of life. Soup can be classified as an appetizer, warm food during cold and sick. Moringa oleifera pods have been procured from College of Agriculture, JNKVV, Jabalpur. The present investigation is planned with objectives to standardize best combination of for the development of instant soup mix, to evaluate various quality parameters, to evaluate the storage stability and cost estimation of product. Protein in instant soup is ranged from 9.76 to 11.89 percent in different formulations of instant soup mix. Formulation MPP4 (11.89) had significantly maximum protein content followed by MPP3, MPP2, MPP1 and Control with the minimum protein content. The original instant soup mix (control) exhibited highest carbohydrate content (61.52%) followed by MPP1, MPP3, MPP4, and MPP2 with lowest content. The evaluated scores of control for colour and appearance, taste, flavour, consistency, after taste and overall acceptability are 8.36, 8.50, 8.60, 8.90, 8.76 and 8.63 respectively

The high volume of water in molasses has made this study serious. The reason is that using molasses as a partial replacement without treatment significantly affects the rheological properties of the neat bitumen and increases the likelihood of moisture susceptibility of the hot-mix asphalt (HMA) pavement structure and create fractures of aggregate particles. Therefore, to use molasses as a partial replacement without affecting the structural integrity of the pavement, this study proposed a treatment method before blending it with petroleum-based bitumen. A series of experiment was conducted to accomplish the objective of this paper, including convectional tests, Fourier transform infrared (FTIR) test, amplitude and frequency sweep test, performance grade (PG) determination test, and multiple stress creep recovery (MSCR) tests. The IR spectra show that carbonyl index decreased with increasing molasses percent. There was PG improvement from the control grade to PG64 and PG70 when the base binder modified with 5-20% molasses and aged with rollingl thin film oven (RTFO) respectively. At the temperature 58oC nonrecoverable creep compliance at 3.2 kPa (Jnr3.2kPa) was decreased for each percent replacement. This led to improving the rutting potential. As well, at a temperature of 64oC the Jnr value was decreased only for 5% replacement, and then the Jnr value was gradually increased for the remaining percent replacement. Overall, this study revealed that treated molasses can be used as a partial replacement to enhance the rheological properties of the base bitumen and thus it can potentially be used to produce a sustainable bio-asphalt binder.

This study aims to explore the E-marketing orientations and relationship management constructs in Jordanian startup enterprises to examine their influence on brand visibility and loyalty in the context of the digital market . The sample consists of 161 managers in startup companies, and structural equation modeling is used to study the relationships between the constructs of e-marketing orientation, capabilities, E-relationship management, brand visibility, and loyalty. The results illustrate that the realization of e-marketing orientation is directly achieved by capabilities and visibility, thereby stressing the importance of a formulated digital market approach and that the realization of effective e-relationship management directly expression by e-marketing capabilities, demonstrating the significance of the digital market concept’s approach. The results further demonstrate that e-marketing capabilities and visibility serve as mediators between the realization of e-marketing orientations and loyalty, Two explanations may be drawn, one from the R resource-Based View theory, and another derived from R elationship M arketing T heory Thus, the study has theoretical implications in terms of R esource-Based V iew and R elationship M arketing T heory. The study offers essential managerial insights for practitioners into the entrepreneurship domain concerned with the necessity of e-marketing capabilities and E-RM attitudes at a customer-centered approach and the strategic application of digital channels to enhance visibility in the intense competition context. Therefore, the empirical results have contributions as essential insights for both stakeholders and account for practical, theoretical, and managerial perspectives in the entrepreneurship domain.

This qualitative research explores the transformative impact of technological innovations on retail marketing effectiveness. Through thematic analysis of interviews with industry professionals, the study identifies key themes including enhanced customer engagement, personalized marketing strategies driven by AI and machine learning, data-driven decision-making leveraging big data and analytics, the rise of e-commerce platforms, integration of mobile technologies, adoption of augmented reality (AR) and virtual reality (VR), development of omnichannel strategies, and implementation of loyalty programs. These themes illustrate how technology has reshaped retail marketing by enabling real-time customer interactions, personalized shopping experiences, and targeted marketing campaigns that enhance customer satisfaction and loyalty. The findings highlight the critical role of digital platforms like social media in fostering community engagement and brand loyalty. AI and machine learning facilitate personalized marketing efforts, tailoring product recommendations and enhancing customer experiences. Data-driven strategies optimize marketing ROI by providing insights into consumer behavior and market trends. E-commerce platforms expand market reach and streamline transactions, while mobile technologies and AR/VR innovations create immersive shopping experiences that captivate consumers. Omnichannel strategies integrate physical and digital channels, delivering seamless brand experiences and enhancing customer retention through CRM systems and loyalty programs. Looking ahead, retailers must navigate challenges such as rapid technological change, the need for continuous adaptation, and concerns about data privacy. By embracing technological advancements strategically and maintaining ethical standards, retailers can sustain competitive advantage, meet evolving consumer expectations, and drive growth in the digital era.

This research investigates the socio-economic impact of rattan cane processing on the livelihoods of practitioners in Ibadan Metropolis. It comprehensively assesses raw material availability, examines factors influencing demand and supply, and evaluates sales to determine the profitability of rattan processors. With the snowball and total enumeration sampling methods, the study engages with a diverse group of rattan processors. The study reveals a concerning 36% acknowledgement of a decline in the availability of canes attributed to deforestation and over-exploitation. Notably, it emphasizes that rattan product manufacturing in Ibadan Metropolis operates at a craft level, employing tools like saws, hammers, knives, gas cylinders, pinches, and tape rules, impacting production efficiency and product longevity. Additionally, the research underscores the absence of government support and credit facilities reported by all respondents. The Market Margin analysis highlights varying profitability levels across rattan products, with chairs exhibiting notably higher profitability (32.22%) than others. Individual profit margins for specific products, such as chairs (145.00%), underscore the significance of processing costs, production time, and market demand. The study offers strategic recommendations, advocating for district-level service centres for training, technology transfer, and support to enhance skills and technical efficiency. It calls for government intervention through incentives, facilities, tax breaks, and policies to fortify the rattan trade, improving production standards and unlocking export market potential. Furthermore, financial support, technical assistance, and mechanization should be employed to reduce production costs and time, ultimately elevating income generation in the rattan industry. This research contributes valuable insights to the discourse on sustainable livelihoods and economic viability within the rattan sector.

In this paper, we consider a make-to-order supply chain which satisfies demand that is dependent on both price and quoted lead -time. The manufacturer chooses the lead -time and the order quantity, and the retailer sets the revenue shares. The interactions between the manufacturer and the retailer are modelled as a Nash Game, and the existence and uniqueness of pure strategy equilibrium are demonstrated. A mechanism that enables the supply chain to coordinate the decisions of the members is developed. Lastly, we also analyze how the supply chain system parameters impact the optimal supply chain decisions and the supply chain performance.

A Digital marketing allows brands to disseminate information in a targeted way towards their clients and consumers, making bidirectional communication and interactions between organizations and audiences feasible. This reality not only allows companies to pass on messages about sustainability associated with processes and products with the aim of launching trends and shaping behaviour, but also allows consumers to share their experiences, needs, preferences and expectations. In this sense, the techniques used in the context of digital marketing make it possible not only to communicate products and services but also to show that brands are working to be more sustainable and to disseminate new sustainable trends that help to change consumer mindsets. This research paper employs a Systematic Literature Review with Bibliometric Analysis (SLBA) methodology to explore and synthesize data about how digital marketing can be used to promote and communicate sustainability. In this study, the results show that digital marketing strategies contribute to promoting sustainable development by encouraging sustainable consumption patterns. This scenario is possible by understanding consumer behavior, communicating key messages through the best channels and effectively evaluating green marketing campaigns on consumer attitudes and purchasing decisions.

As the international community attaches importance to environmental and climate issues, carbon dioxide emissions in various countries have been subject to constraints and limits. Carbon trading market, as a market tool to reduce greenhouse gas emissions, has gone through a development process from a pilot carbon market to a national carbon market in China. At present, the industries included in the national carbon market are mainly the electric power industry, and the carbon emissions of the electric power industry account for about 40% of the national carbon emissions. According to the construction history of foreign carbon markets, China's future carbon quota allocation will gradually transition from free allocation to auction allocation,the auction mechanism will bring a heavy economic burden to the electric power industry, especially the thermal power generation industry. Therefore, this study takes Guangdong Province as an example to optimize the power generation mix with the objective of minimizing the total economic cost after the innovative introduction of the carbon quota auction mechanism and constructs an optimization model of the power generation mix based on the auction ratio by comprehensively applying the system dynamics model and the multi-objective linear programming model and systematically researches the power generation structure under different auction ratios with the time scale of months and quantitatively evaluates the economic inputs needed to reduce the greenhouse gas emissions.The results of the study show that after comprehensively comparing the total economic cost, renewable energy development and carbon emissions, it is the most scientific and reasonable to set the auction ratio of carbon allowances at 20%, which achieves the best level of economic and environmental benefits.

This paper has experimentally measured volcanic tufa electrical conductance. The calculations are carried out in accordance with the potential of cyclic voltammetry in a constant state. The cyclic voltammograms nanoelectrode platinum prepared electrochemically were examined in the range -0.2 to 1.2 V vs. AgCl [Cl^-]:1.0 M in the presence and absence of volcanic tuff in the aqueous solution of 1.0 M HCl. The cyclic voltammetry studies show that the Nano platinum film suffers degradation when the potential exceeds +0.85 V, and below this potential, it is quite stable. The redox reaction of the electrode is reversible. The nanoparticle platinum synthesized at low temperature and high acid concentration exhibits higher electronic conductivities. It has been observed that, relative to area under the peak aggregate tests, the use of volcanic concrete was showing a large increase in electrical conductivity. It was shown that with cyclic voltammetry, three well-defined anode peak could be achieved at a power of 0.0, 0.4 and 0.6 V versus Ag/AgCl.

The present study seeks to assess the Brand Equity in the network of new fashion designers in the Canary Islands. To this end, we have adapted the Brand Equity model to an online context and proposed a set of metrics for four dimensions: estimate, relevance, awareness, and differen-tiation. The multidimensional approach to online Brand Equity was employed to measure the online Brand Equity of 129 fashion designers from the Canary Islands. The study's findings re-vealed that the number of social media profiles significantly impacts brand awareness and dif-ferentiation. Moreover, the digital maturity level influences brand relevance and overall Brand Equity . Our study highlights the practical value of web data-driven metrics for measuring online Brand Equity , which can be utilised for diagnostic, evaluative, or predictive purposes. The study's outcomes have substantial implications for marketers in the fashion industry aimed at improving online Brand Equity

Immunosenescence refers to age-related alterations of the immune system function affecting both the humoral and cellular arm of immunity. Understanding immunosenescence and its impact on vaccination of older adults is essential since primary vaccine responses in older individuals can fail to generate complete protection, especially vaccines targeting infections with increased incidence among the elderly, such as the respiratory syncytial virus. Here, we review the clinical trials of both candidate and approved vaccines against respiratory syncytial virus (RSV), which include adults aged ≥50 years, with an emphasis on the evaluation of immunogenicity parameters. Currently, there are 10 vaccine candidates and 2 vaccines approved for the prevention of RSV in the older adult population. The number of registered clinical trials for this age group amounts to 32. Our preliminary evaluation of published results and interim analyses of the RSV vaccine clinical trials indicates efficacy in older adult participants, demonstrating immunity levels that closely resemble those of younger adult participants.

The advent of artificial intelligence (AI) has revolutionized digital marketing, offering unprecedented levels of personalization. AI-driven personalization leverages machine learning algorithms and data analytics to tailor content, advertisements, and recommendations to individual consumers based on their behavior, preferences, and demographics. This paper explores the effectiveness of AI-driven personalization in enhancing customer engagement, increasing conversion rates, and improving overall marketing efficiency. It also examines the ethical considerations associated with these technologies, including data privacy, consent, and the potential for manipulation or bias. While AI-driven personalization can lead to more relevant and engaging consumer experiences, it raises critical ethical questions that must be addressed to ensure responsible and fair use. The study concludes with recommendations for marketers and policymakers to balance the benefits of AI personalization with the need for ethical standards and consumer protection.

This qualitative research explores the intricate relationship between cultural influences on supply chain practices and their implications for marketing strategies. Cultural dimensions such as individualism versus collectivism, uncertainty avoidance, and contextuality significantly shape decision-making processes, risk management strategies, and relationship dynamics within global supply chains. Through semi-structured interviews with supply chain managers, marketing executives, and cultural experts across diverse industries and regions, this study investigates how cultural values impact supply chain operations and consumer engagement strategies. Key findings highlight that collectivist cultures prioritize consensus-building and long-term relationships, fostering trust and collaboration among supply chain partners. In contrast, individualist cultures emphasize efficiency and accountability but may face challenges in relationship building. Risk management practices vary with cultural orientations towards uncertainty, influencing the adoption of structured versus flexible approaches to mitigate disruptions. In terms of marketing implications, the study underscores the importance of cultural sensitivity in crafting effective strategies. High-context cultures require marketing messages that resonate emotionally through implicit communication and cultural symbolism, while low-context cultures prefer clear, direct messaging focusing on product benefits. The study concludes by advocating for cultural competence as a strategic imperative for global businesses, enabling them to leverage cultural diversity for innovation and competitive advantage. It emphasizes the need for continuous adaptation to cultural nuances and market dynamics to foster inclusive collaboration and achieve sustainable growth in a globalized economy.

Purpose: The purpose of this study is to further explore how e-loyalty and E-marketing influences E-trust and satisfy the demand by offering fresh perspectives based on research as well as emphasis on the factors influencing the E-trust such as culture as a mediator. This study not only contributed theoretically but also presented practical implementations. Design/methodology/approach: Online survey was used to obtain data by focusing the Hospitality sector (Hotel Industry) and verifying the conceptual framework. Data was collected in multiple time lags. Findings: Findings showed that the E-trust influenced by E-loyalty and E-Marketing. E-trust comes from the previous experiences, e-loyalty and e-marketing. Further, some trends such as culture influenced the e-trust. Research limitation/implications: The present study is quite suitable for those Researchers interested in learning more about the effects of E-loyalty and E-marketing on user E-trust and how to mitigate cultural influences can benefit from the current study. This research also has implications for those who wish to improve market allure and survival in digital world. This study focused on the hospitality sector (Hotel Industry) in China; however, the sector and geography could be altered to suit the needs of the study's participants. Practical implications: The present study delivers the practical guidelines which are quiet suitable for understanding the formation of E-loyalty, E-marketing, and E-trust through which specific E-marketing strategy can be designed to deal with the consumer’s E-loyalty and their expectations as per their Cultural perspective. At some particular regions/countries, cultural trends are more important than practical market. This research study practically showed that how culture changed the consumer set of mind. Originality/value: The relationship between E-loyalty, E-marketing, E-trust, specifically with the cultural influence in digital market has been the subject of few research.

With the increased liberation of trade and fierce competition in the automotive industry, Proton needs to embark on a strategic reform to survive and remain relevant in the challenging market. This case study aims to explain the effectiveness of the Post Geely acquisition's ten years master plan to enhance Proton's self-reliance and global competitiveness. This case suggests that while the company's ten-year Master Plan is holistic and shows positive results in the early years, there is a need for a new business strategy, given the challenges imposed by climate change's impact on the automotive industry moving forward. The potentials of the Electric Vehicles (EVs) market and the Internet of Things (IoT) to develop the necessary long-term competitive advantage. A market strategy integrating the 4Ps and 4Cs framework suggests a two-dimensional convergence of the market mix, incorporating the organization's market strategy with a more consumer expectations-centric and user experience. Strategic integration of Geely's technological assets in developing Proton's technical know-how can address Proton's challenges and opportunities ahead.

This article aims to provide a comprehensive understanding of vaping from various perspectives that contributes to the origin, development, achievement, and consequences of the greed of e-cigarette manufacturers. In our analysis, multiple elements of the social landscape, including economic, cultural, moral, psychological, and philosophical dimensions, contributed to the origin and development of the vaping greed and shaped people’s behaviors. Further discussion was made on how the specific characteristics of e-cigarette products and the marketing strategies of the companies, especially social media marketing, fostered the growth of such greed. Through interviews, we have also discussed the unfolding of this greed within the community of teenage vapers. The growth of the vaping greed was manifested in the large market share taken by the companies, but these all significantly harm people’s health and the communities. Nicotine and other chemicals in e-liquids promote each other’s negative effects in the mechanism leading to pulmonary symptoms and addiction, which are not limited to the physical level. We described that addiction could be transgenerational and can induce trauma both at an individual level and a community level. Overall, the greed of the vaping industry is a very complex system. The treatment of the greed shall be complicated as well: Besides the public health measures taken to treat the symptoms of the greed, we should educate individuals to be aware of their unfulfilled needs to regain authenticity and establish an infallible authority to enforce universal morality, which eradicates the complications of addiction and the root of the capitalists’ greed, respectively.

Industry 4.0 or the Fourth Industrial Revolution is driven by innovative technologies that have profound effects on both production systems and business models. This revolution is characterized by the addition of disruptive technologies and methods. These aspects of Industry 4.0 have a significant impact on marketing and have led to an evolution to ensure that marketing activities align with technological advancements and address consumers' current needs. The purpose of this paper is to formulate and discuss future research avenues for marketing considering the changes brought by Industry 4.0. The approach taken in the paper is to review the relevant literature and focus on the key themes most important for future research on industry 4.0 and marketing. Therefore, a systematic literature review was conducted based on SCOPUS indexing online database of scientific articles, the most important peer-reviewed peer in the academic world. The paper finds that there are a number of research avenues for marketing researchers to conduct investigations on, but the most important areas are five marketing principles in Industry 4.0: cooperation, conversation, co-creation, cognitivity, and connectivity.

In recent years, several brands have received much negative press coverage when trying to market their food and drink products specifically at women. This is, in part, because the taste preferences/sensitivities of men and women are actually quite similar. In fact, perhaps the one and only area where consumers are willing to accept (or should that be swallow) ingested products explicitly targeted at women or men is in the case of nutritional foods/supplements. Such products are not really sold on the basis of their taste/flavour anyway. Many consumers are also sensitive to the so-called pink tax, when near-identical products cost more when sold to women rather than to men (e.g., as in the case of female razors). As the four recent examples discussed in this review make clear, it can be difficult to roll-out a new food or beverage product, or else extend a pre-existing product line, that is especially for women without coming across as sexist/condescending. As such, marketers need to tread carefully, otherwise they may end-up generating unwanted negative publicity. Ultimately, therefore, adopting an implicit approach to gender-based marketing, should that be the direction that a brand wants to take, will likely have more chance of avoiding negative publicity than the explicit targeting of food/beverage-related products in what is undoubtedly a highly-politicized area.

The term fuzzy refers to things that are unclear or vague. In the real world, we often encounter a situation where we cannot determine whether the state is true or false, and fuzzy logic allows for more flexible reasoning. This is a form of multivalued logic where the truth values ​​of variables can be any real number between 0 and 1, as opposed to Boolean logic where the logical values ​​can only be 0 or 1. Fuzzy logic is therefore a problem-solving technique used to evaluate all available information and thus make the best decisions. When applied to marketing, fuzzy logic allows treating customers in an individual and personalized way, instead of being fully identified within a particular market segment. Fuzzy marketing considers the degree to which a customer belongs to certain segments and subsequently allows them to be targeted with messages that engage them emotionally. To better understand the application and importance of fuzzy logic in marketing strategy, we developed a systematic review of the bibliometric literature (LRSB). It was possible to create a connection between these concepts, marketing and fuzzy logic, to increase the efforts of marketing professionals to achieve competitiveness in the unpredictable business environment.

The article analyses the main aspects of upstream social marketing for implementing of mobile government (MGov). The methodology of current research is based on the systematic literature review in the fields of MGov and social marketing. According to our findings, most researchers investigated MGov from the side of citizens (consumers) and emphasised the benefits to them while changing their attitudes and behaviours in employing mobile applications. However, as there is a lack of the researches from the side of governmental bodies, in this paper, we were contrary looking for new meanings, attitudes and values from their perspective. Limitations of employment of MGov occur due knowledge gap among decision makers and public policy formers (upstream audience). Therefore, we argue that upstream social marketing for the upstream audience would bring the success in faster MGov implementation. Specific social marketing would be mostly valuable on the municipal level that is the closest substance to the society. Thus, in our paper we emphasise the benefit of the MGov for the local upstream audience and propose possible external marketers as well as the motivating theses based on these 7P of marketing mix for the successful MGov on municipal level.

Purpose: To evaluate clinical outcomes after bilateral mix-and-match cataract surgery using extended depth of focus (EDOF) and diffractive multifocal (DMF) intraocular lenses (IOLs). Methods: Thirty-seven patients received Tecnis Symfony EDOF IOL (ZXR00) implantation in the dominant eye, and Tecnis +3.25 DMF IOL (ZLB00) in the non-dominant eye. Patients were followed for 3 months, and uncorrected and corrected distance visual acuity (UDVA, CDVA) , uncorrected intermediate and near visual acuity (UIVA, UNVA), contrast sensitivity, defocus curves, stereopsis, and patient satisfaction were assessed. Results: At 3 months, mean logMAR UDVA was 0.07 ± 0.09 in EDOF IOL eyes, 0.12 ± 0.11 in DMF IOL eyes, and 0.02 ± 0.05 in both eyes. UIVA was 0.11 ± 0.11 in EDOF IOL eyes, 0.16 ± 0.12 in DMF IOL eyes, and 0.04 ± 0.07 in both eyes. UNVA was 0.25 ± 0.15 in EDOF IOL eyes, 0.22 ± 0.16 in DMF IOL eyes, and 0.13 ± 0.13 in both eyes. Thirty patients(81.1%) were more than satisfied with near vision, and 8 patients(21.6%) complained of severe glare and halo. Spectacle independence for near vision was achieved in 34 patients(91.9%), and 31 patients(83.8%) had better than a 50 second arc of stereopsis. Conclusion: Mix-and-match cataract surgery with EDOF and DMF IOL implantation provided good visual outcomes through all distances. Also excellent patient satisfaction was achieved with high level of spectacle independence and minimal photic phenomena.

The scope of this paper is to use plastic waste through the gasification process for producing electricity with low carbon dioxide emissions. Worldwide, plastic production increased, reaching 367 million tons in 2020, compared with 1.5 million tons in 1950. It is known that plastic incineration generates approximately 400 million tons of CO2 annually, and consequently, new solutions for a more efficient plastics reuse in terms of emissions generated are still expected. One method is to use plastic waste in a gasifier unit and the syngas generated in a gas turbine for electricity production. The co-gasification process (plastic waste with biomass) was analysed in different ratios. Gasification was carried out with air for an equivalent ratio (ER) between 0.10-0.45. The volume concentration of CO2 in syngas ranged from 2-12%, with the highest value obtained when poplar content in the mix was 95%. In this study, the option of pre- and post-combustion integration of the chemical absorption process (CAP) was investigated. Thus, CO2 emissions have decreased by 90% compared with the case without CO2 capture. By integrating the capture process, the global efficiency has reduced with 5.5 – 6.1 percentage points in a post-combustion case, according to the plastic content in the mix.

Information and communication technologies (ICT) are increasingly permeating our daily life and we ever more commit our data to the cloud. Events like the COVID-19 pandemic put an exceptional burden upon ICT infrastructures. This involves increasing implementation and use of data centers, which increased energy use and environmental impact. The scope of this work is to take stock on data center impact, opportunities, and assessment. First, we estimate impact entity. Then, we review strategies for efficiency and energy conservation in data centers. Energy use pertain to power distribution, IT-equipment, and non-IT equipment (e.g. cooling): Existing and prospected strategies and initiatives in these sectors are identified. Among key elements are innovative cooling techniques, natural resources, automation, low-power electronics, and equipment with extended thermal limits. Research perspectives are identified and estimates of improvement opportunities are presented. Finally, we present an overview on existing metrics, regulatory framework, and bodies concerned.

Geopolymer cement has been popularly studied nowadays compared to ordinary Portland cement because it demonstrated superior environmental advantages due to its lower carbon emissions and waste material utilization. This paper focuses on the formulation of geopolymer cement from nickel-laterite mine waste (NMW) and coal fly ash (CFA) as geopolymer precursors, and sodium hydroxide (SH) and sodium silicate (SS) as alkali activators. Different mix formulations of raw materials are synthesized to produce a geopolymer based from an I-optimal design and obtained different compressive strengths. A mixed formulation of 50% NMW and 50% CFA, SH-to-SS ratio of 0.5, and an activator-to-precursor ratio of 0.429 yielded the highest 28-day unconfined compressive strength (UCS) of 22.10 ± 5.40 MPa. Furthermore, using an optimized formulation of 50.12% NMW, SH-to-SS ratio of 0.516, and an activator-to-precursor ratio of 0.428, a UCS value of 36.30 ± 3.60 MPa was obtained. The result implies that the synthesized geopolymer material can be potentially used for concrete structures and pavers, pedestrian pavers, light traffic pavers, and plain concrete.

Asphalt binder requires more investigation to be accurately and precisely extracted since it is a significant procedure for quality control quality assurance (QC/QA) and subsequent binder characterization. In this research, the authors provided a hands-on experience with binder extraction to deliver recommendations concerning the sensitive steps that may affect the outcomes (extracted binder content, P_be%). Based on the extraction by the centrifuge method, two mineral matter determination methods (ashing and centrifuge) were addressed. Field cores were investigated with comparing the P_be% to the actual binder content, P_ba%. Analysis of variance (ANOVA) and Tukey Post-Hoc statistical analyses, in addition to linear least square regression analysis, were used to show the significance of difference according to 38 variant cores randomly obtained from the field segments (in-service roads) via the first two weeks from the construction date. Such cores involved reclaimed asphalt pavement (RAP), reclaimed asphalt shingles (RAS), and a wide range of additives. The two extraction methods were compared with concluding that the centrifuge method was highly recommended based on a quantitative evaluation, which delivered the same average P_ba% based on the 38 cores. Furthermore, the centrifuge method provided much saving in the experimental time (almost half the time required for the ashing method). It was found that the ashing outcomes were equal to the centrifuge outcomes with disregarding the ammonium carbonate addition. Thus, it could be recommended to reassess the ammonium carbonate addition as it might excessively compensate for fake minerals that have not been lost by the ignition oven.

Digital transformation is revolutionizing supply chain management, profoundly influencing marketing effectiveness across industries. This qualitative study explores the impact of digital transformation on supply chains and its implications for marketing strategies. Through in-depth interviews, case studies, and document analysis, the research elucidates how digital technologies such as IoT, blockchain, AI, and advanced analytics are reshaping supply chain dynamics. Key findings highlight enhanced supply chain visibility, improved decision-making capabilities, and strengthened collaboration among supply chain partners. These technological advancements empower organizations to optimize inventory management, anticipate market trends, and deliver personalized customer experiences, thereby enhancing operational efficiency and customer satisfaction. Furthermore, the study underscores the role of digital transformation in promoting sustainability and ethical practices within supply chains. Technologies like blockchain facilitate transparent and traceable supply chains, supporting initiatives for responsible sourcing and environmental stewardship. Despite the transformative benefits, the study identifies challenges including significant investment requirements, integration complexities, and data security concerns. Strategic approaches to technology adoption, robust cybersecurity measures, and employee training are essential for overcoming these challenges and maximizing the benefits of digital transformation. Overall, this study contributes to understanding how digital transformation drives innovation in supply chain management and enhances marketing effectiveness. By embracing digital technologies and aligning supply chain strategies with marketing objectives, organizations can navigate competitive landscapes, meet evolving consumer expectations, and achieve sustainable growth in the digital era.

This study explores the intricate dynamics of customer-centric supply chains and the pivotal role of marketing innovations in enhancing efficiency and customer satisfaction. Employing a qualitative research methodology, semi-structured interviews were conducted with key stakeholders in supply chain management across various industries, providing rich insights into the practices and perceptions related to customer-centric strategies. The findings highlight the centrality of understanding and anticipating customer needs, which necessitates a cultural shift within organizations to prioritize customer satisfaction at all levels. Digital marketing tools, data analytics, e-commerce platforms, and social media emerged as critical enablers of these customer-centric supply chains, facilitating real-time insights, direct customer engagement, and personalized experiences. The integration of these technologies has led to more accurate demand forecasting, optimized inventory levels, and enhanced agility and responsiveness in operations. Furthermore, the study underscores the importance of collaboration and partnership within the supply chain network, emphasizing joint initiatives and strong relationships with stakeholders as key drivers of improved resource utilization and service levels. Sustainability, entrepreneurship, and emotional intelligence also play significant roles in shaping effective customer-centric supply chains. Sustainable practices meet growing consumer demands for environmental and social responsibility, while an entrepreneurial mindset fosters continuous innovation and competitiveness. Emotional intelligence among leaders and employees enhances trust, conflict resolution, and collaboration, contributing to a positive organizational culture and superior customer satisfaction. Overall, this study provides comprehensive insights and actionable recommendations for businesses seeking to navigate the complexities of customer-centric supply chain management and leverage marketing innovations to achieve sustainable competitive advantage.

This qualitative research explores the dynamics of collaborative marketing and supply chain strategies for enhanced product lifecycle management. Through in-depth interviews with industry stakeholders, key themes, challenges, and implications of collaboration emerge. Trust, communication, technology, strategic alignment, and sustainability are identified as critical factors driving successful collaboration. The study highlights the transformative potential of collaboration in driving innovation, efficiency, and customer satisfaction. Despite challenges such as aligning objectives and ensuring data security, collaborative strategies offer significant opportunities for value creation and differentiation. The findings underscore the importance of building trust, leveraging technology, and integrating sustainability considerations in collaborative efforts. Strategic alignment and cultural fit among partners are essential for overcoming differences and achieving common goals. The implications of the research extend to practitioners seeking to enhance collaboration in their organizations and researchers exploring collaborative practices in different industries and contexts. Future research could further explore the impact of collaboration on stakeholder perspectives and outcomes. By addressing challenges and leveraging opportunities, organizations can maximize the benefits of collaborative marketing and supply chain strategies to drive sustainable growth and competitive advantage in today's dynamic business landscape.

Madrid Nuevo Norte (Madrid New North) is an urban redevelopment program applied in the city of Madrid in Spain. In relevance with this, the aim of this paper is twofold: firstly, the project examines if Nuevo Norte project is aligned with the principles of sustainability. Secondly, the paper investigates the impact of Nuevo Norte on the application of city marketing strategies in Madrid. For that purposes, questionnaires were distributed through Internet in 122 urban developers and planners located in the Spanish capital. The results indicated that overall, Nuevo Norte contributes in the sustainable development of Madrid; however, concerns were identified regarding the budget and the timeline of the project. In addition, NNMP provides significant opportunities to local authorities to implement sustainable city marketing strategies, aiming to improve the competitiveness and the quality of life in the city of Madrid. To this end, it seems that city marketing, through the construction of Mega projects, should sift to sustainability, ensuring a better life for local residents and communities in general. The research is expected to assist local authorities in Spain to harness the potential of mega projects, such as Nuevo Norte, in designing city marketing strategies and to promote Madrid in an international context as a city that gives emphasis in urban sustainability.

Philippine Lime or Calamansi is considered one of the Philippine high-value crops in Nueva Ecija province. This article presents some issues and problems of the calamansi industry in terms of marketing. The study used a descriptive survey of 56 farm-owners or calamansi growers. Findings revealed that lime production could be a stable income source if the growers can provide the necessary production inputs on a sustainable basis. Calamansi farmers in the province some often confronted with the following problems: the high cost of farm inputs, price fluctuations, price manipulation of big-time traders, and other intermediaries. The study also found out that the existing actors in the chain were limited to growers, laborers, agri-supply shops, nursery owners, intermediaries, and traders. In terms of trading, there is a high degree of competition among traders in the market. The findings and results from this study may have important factors in developing and designing effective agricultural marketing program and strategic development plan by the authorities in the region.

This study explores consumer perceptions of virtual reality (VR) in marketing, aiming to understand how immersive technology impacts engagement and brand perception. As VR continues to evolve and integrate into various marketing strategies, it becomes crucial to examine its effectiveness and the factors influencing consumer attitudes. Through a detailed thematic analysis, this research identifies key themes such as familiarity with VR technology, immersion and engagement, technical quality, accessibility, personalization, storytelling, social interaction, purchase intentions, and brand perception. The findings reveal that familiarity with VR enhances enthusiasm and comfort, leading to more positive attitudes towards VR marketing. The immersive and multi-sensory nature of VR provides a significant advantage over traditional advertising methods, fostering stronger emotional connections and increasing memorability. However, the quality of the VR experience is critical; high-quality graphics and seamless interactions are essential for maintaining positive consumer perceptions. Technical issues, such as lag and motion sickness, can negatively impact the experience, especially for those less acquainted with VR technology. Accessibility remains a challenge, with limited access to VR headsets restricting the reach of VR marketing campaigns. Personalization of VR content is highly valued, though it must be balanced with ethical considerations related to data privacy. The power of storytelling in VR enhances engagement by allowing consumers to actively participate in narratives. Social interaction within VR experiences adds an extra layer of enjoyment. The study also highlights the practical applications of VR marketing in high-involvement sectors and underscores the need for continuous innovation and consumer feedback to maximize the technology's impact. Overall, VR holds significant potential to transform marketing practices by offering immersive, engaging, and memorable experiences that deepen consumer connections and drive positive outcomes.

The role of Social Media Marketing (SMM) in marketing strategies is rapidly growing. Because the use of social media is growing, the industry of SMM will grow bigger in the coming years; the pace of this growth is faster than ever. To survive in the modern competitive world, effective use of SMM for a firm is a must; for that, every SMM channel needs to be used to its full potential. For a marketing campaign to be effective, there is a need for some metrics to measure the success of the SMM campaign. These metrics measure if the campaign is successfully implemented or not. This would help firms understand the market, gain a competitive advantage, and ultimately get a positive impact on the overall business. This study categorizes SMM strategy into 4 dimensions and associates 10 broad categories of SMM metrics to these dimensions. The proposed model of this study suggests the application of Social Media Analytics (SMA) ineffective use of metrics to measure SMM campaigns. There are so many SMA Tools available for free and time-efficient data analysis that can lead to faster and better results than manual analysis. Following this model, the importance of SMA tools in devising an effective SMM strategy is highlighted. The implication of this research is towards a better understanding of the application of SMA for any firm to have a solid SMM Strategy, especially small and medium-sized enterprises that have limited resources.

Platelet and fibrin-rich orthobiologic products, such as autologous platelet concentrates, have been extensively studied and appreciated for their beneficial effects in multiple conditions. PRP and its derivatives, including PRF, have demonstrated encouraging outcomes in clinical and laboratory settings, particularly in the treatment of musculoskeletal disorders such as OA. Although PRP and PRF have distinct characteristics, they share similar properties. The relative abundance of platelets, peripheral blood cells and molecular components in these orthobiologic products stimulate numerous biological pathways. These include inflammatory modulation, augmented neovascularization, and delivery of pro-anabolic stimuli that regulate cell recruitment, proliferation, and differentiation. Furthermore, the fibrinolytic system, which is sometimes overlooked, plays a crucial role in musculoskeletal regenerative medicine by regulating proteolytic activity and promoting the recruitment of inflammatory cells and MSCs in areas of tissue regeneration, such as bone, cartilage, and muscle. PRP acts as a potent signaling agent; however, it diffuses easily, while the fibrin from PRF offers a durable scaffolding effect that promotes cell activity. The combination of fibrin with hyaluronic acid, another well-studied orthobiologic product, has been shown to improve its scaffolding properties, leading to more robust fibrin polymerization. This supports cell survival, attachment, migration, and proliferation. Therefore, the administration of the "power mix" containing HA and autologous PRP + PRF may prove to be a safe and cost-effective approach in regenerative medicine.

This study investigates optimal decisions in a green supply chain consisting of a manufacturer and a leading retailer considering the green marketing and fairness preferences of member firms. Four Stackelberg game decision models are constructed in which the manufacturer and the re-tailer engage in green marketing separately when the manufacturer has no and has fairness preferences. The impacts of fairness preferences and green marketing on the optimal decision in the green supply chain are comparatively analyzed. The study finds that member firms perform green marketing regardless of the presence or absence of fairness preferences and that such be-havior increases the wholesale price, retail price, and market demand of low-carbon products as well as the profits of member firms and the supply chain. A more interesting finding is that the profit growth of member firms and the supply chain due to the manufacturer’s green marketing is more pronounced than that due to the retailer’s green marketing. When the retailer and the manufacturer engage in conduct green marketing, the manufacturer's fairness preferences have different effects on the wholesale price, retail price, market demand, level of green marketing efforts, member enterprises and profits of supply chain. Therefore, firms should consider the impact of green marketing and fairness preferences to make pricing and performance decisions, so as to achieve efficient operation of the whole supply chain and avoid double marginal effects. Finally, the above conclusions are verified through numerical simulation, providing a reference for the decision-making of member firms in the green supply chain.

Literature revealed the potential of using guayule resin for asphalt cement replacement from the binder’s perspective. However, monitoring guayule resin through binder-aggregate mixture could disclose its performance through field. In this study, designated binders were employed to investigate the applicability of such an innovative replacer through mixture, which were neat asphalt and guayule-based binders (neat guayule, asphalt-rubber-guayule, guayule-rubber binders). Consecutively, field-simulated lab mixtures were prepared to investigate the major distresses. Moisture damage, rutting, fatigue cracking, and thermal cracking resistances were investigated using the modified Lottman (TSR) test, rut test by asphalt pavement analyzer (APA), semi-circular bending (SCB) test, and disk-shaped compact tension (DCT) test, respectively. Additionally, the Hamburg wheel-tracking (HWT) test was employed to evaluate moisture susceptibility and rutting resistance. Outcomes revealed that the neat guayule was susceptible to moisture damage at a 7% air content (V_a) when the TSR test was employed. In contrast, all investigated mixtures yielded perfect performances against moisture susceptibility under the HWT test. Guayule-based mixtures perfectly resisted rutting, as analyzed by the rut test and HWT test. Generally, changing parameters (e.g., V_a, rubber addition, and partial asphalt replacement by guayule and rubber) enhanced the guayule-based mixture resistance to rutting and moisture damage resulting in acceptable performances. Guayule-based mixture had a high fracture toughness at low temperatures, hence fatigue fracture resistance at intermediate temperatures. Neat guayule mixture with or without rubber addition did not entirely resist thermal fracture. However, partial asphalt replacement by guayule and rubber resisted the thermal fracture to a great extent.

The advent of 5G technology represents a transformative leap in the realms of retail marketing and supply chain operations, offering unprecedented enhancements and posing unique challenges. This study explores the multifaceted impacts of 5G, focusing on its influence on customer experiences, operational efficiency, and supply chain management. The integration of 5G enables advanced technologies such as augmented reality (AR) and virtual reality (VR), significantly enhancing the interactivity and personalization of the shopping experience. Real-time data collection and analysis, facilitated by 5G, allow for more precise inventory management and optimized store operations, leading to improved customer satisfaction and reduced operational costs. In the supply chain domain, 5G technology offers enhanced visibility and control through real-time tracking and environmental monitoring, which improves logistics efficiency and product quality management. Despite these advancements, the adoption of 5G technology involves considerable challenges, including high infrastructure costs, data security concerns, and global disparities in technology deployment. Businesses must navigate these obstacles while leveraging the benefits of 5G to achieve competitive advantage. The study also highlights the role of 5G in integrating with other advanced technologies, such as artificial intelligence (AI) and blockchain, to drive further innovation. Additionally, 5G supports sustainability efforts by optimizing energy use and reducing waste. Overall, the successful implementation of 5G requires strategic investment and adaptability, but it holds the potential to revolutionize retail and supply chain operations, enhancing efficiency, customer engagement, and sustainability in a rapidly evolving digital landscape.

This qualitative study explores consumer responses to sustainable supply chains and green marketing strategies, aiming to uncover insights into consumer behavior, perceptions, and attitudes towards sustainability in the marketplace. Through semi-structured interviews and focus group discussions with 30 participants, the study examines key factors influencing consumer trust in green marketing claims, barriers to adopting sustainable products, generational differences in attitudes towards sustainability, and the impact of social media on consumer perceptions. Findings reveal that consumers value transparency and credibility in green claims, preferring products certified by trusted third parties and companies that demonstrate transparent supply chain practices. Higher pricing, concerns about product effectiveness, and limited availability emerged as significant barriers to consumer adoption of sustainable products, highlighting the need for cost competitiveness and increased market accessibility. Generational cohorts, particularly Millennials and Generation Z, exhibit strong inclinations towards sustainability-driven behaviors, shaping market trends towards ethical consumption practices. Social media plays a pivotal role in influencing consumer perceptions, disseminating information about sustainability, and fostering engagement with environmental issues. The study underscores the importance of clear communication, consumer education, and supportive regulatory frameworks in promoting sustainable consumption behaviors. Practical implications include recommendations for businesses to enhance transparency, innovate sustainable products, align with consumer values, leverage social media platforms, and advocate for regulatory measures that uphold environmental standards. By addressing these insights, businesses and policymakers can effectively meet consumer expectations and contribute to sustainable development goals in the global marketplace.

We are currently witnessing a strong global transition towards new, more sustainable models of development and consumption. This transition is both activating and highlighting a series of discrepancies between the various actors in agri-food marketing systems, including the institutions that govern regulatory and trade aspects. These discrepancies highlight how, on a global level, the agri-marketing system is unable to provide adequate responses to the new principles of sustainability that are increasingly expected by civil society. This inability is often linked to the phenomena of opportunism, information asymmetries and lock-in effects (resulting from the slowness or inability of some sectors or actors to evolve technologically and culturally). The control of all these factors is often ineffective and often involves high transaction costs . These conditions lead the global market into an ongoing state of failure, creating structural holes, in which new forms of exchange are born, in response to the principles mentioned above. We identify these as nested markets: hybrid market forms that, thanks to new information technologies, create a new form of proximity that transcends the classical concept of physical proximity. This new proximity directly links producers and consumers in relationships based mainly on two substantial values: reciprocity and reputation. Both of these values significantly reduce transaction costs which today play an increasing role in determining the form and repetition of exchanges. This condition is difficult to interpret from classical and neo-classical economic theories. To do so it is necessary to use a multidisciplinary approach. In this article we combine neo-institutional theory and network analysis to interpret phenomena that are increasingly emerging in all areas of the world. Using these two theories, and case studies from Brasil, North America, China and Europe, we try to highlight how the market is not only the place where the price of products and of their quantities are formed. Market is a complex social spaces, where more-or-less stable relationships are formed, based on the values of reciprocity and reputation that determine behaviour and codes of conduct aimed at containing opportunism and encouraging sustainable, autonomous, forms of self-regulation. These relationships are also the driving forces that ensure the ongoing continuation of the exchanges and the diffusion and preservation of knowledge over time and space. These relationships represent the beating heart of nested markets and their dynamic ability to adapt to the continuous changes that occur in the socio-economic and environmental context in which they are rooted. In this way sustainability is built as an expression of the co-production between different actors (producers, consumers, institutions) and natural resources.

In terms of sustainability, there is a pressing need to evaluate agricultural and forestry leafy biomass that has no current economic value or may pose a threat to the environment. In this aspect, leafy biomass, which represents around 5% of the total tree, can be used for purposes that would be more profitable and ecofriendly. To this end, biorefinery of leafy biomass in the way of extracting valuable health compounds such as phenolics would ensure a valuable societal health ingredient besides alleviating waste disposal problem. However, during the biorefinery process, the primary challenges start with ensuring the feedstock to produce phenol rich leaves extract followed by their isolation and commercialization of this leaves extract. This current review aims to detail the types of biomasses, biorefinery approach of leafy biomass towards the phenolic extraction, leaves commercialization followed by the marketing strategy of the application of phenol rich leaves extract. The outcome of this overview will serve researchers and relevant industries in understanding the process for feedstock collection and the suitable sectors to apply leafy biomass derived healthy compounds.

(1) Background: The purpose of this study was to investigate the relationship between IMO and burnout while assessing the contribution of job demands and resources on increasing internal orientation and worker well-being and, consequently, the levels of perceived performance; (2) Methods: Data were collected between April and December 2021 by completing an online questionnaire, developed in the Google Forms platform. The following descriptive statistics were analyzed: measures of central tendency (mean), dispersion (standard deviation), minimum value and maximum value. Next, Pearson's correlation coefficient was calculated to analyze the relationship between the variables under study.; (3) Results: The results showed the mediating effect of IMO between performance feedback and perceived performance, while burnout mediates the relationship between emotional and technology demands and perceived performance. (4) Conclusions: These conclusions demonstrate that constructive feedback might help a more efficient performance through better internal communication and the positive effects of technology demands could be the result of the interaction between personal and organizational resources.

This study explores the influence of social media marketing on brand loyalty, employing a qualitative research approach to gain in-depth insights into the key factors that drive consumer engagement and commitment. Through semi-structured interviews with 20 active social media users and a comprehensive analysis of social media content, the research identifies several critical elements affecting brand loyalty. Personalization emerged as a central theme, with tailored content, customized offers, and personalized recommendations significantly enhancing users' emotional connection with brands. High-quality content, characterized by engaging visuals and valuable information, was found to reinforce positive brand perceptions and sustain loyalty. Influencer marketing also plays a pivotal role, with authentic endorsements from relevant influencers boosting brand credibility and trust. Effective community management, involving active engagement, responsive feedback, and relationship-building, contributes to a positive brand experience and strengthens user loyalty. Targeted and relevant social media advertising supports brand loyalty, although excessive or irrelevant ads can lead to disengagement. The study also highlights the importance of balancing interaction frequency and content quality to maintain user interest without causing fatigue. Addressing social media fatigue by delivering relevant and valuable content is crucial for preventing user disengagement. Content that resonates with users' values and emotions further strengthens brand attachment. Consistency in brand voice, visual identity, and values ensures a coherent and positive brand experience. The findings emphasize the need for a strategic approach to social media marketing, integrating personalization, content quality, influencer partnerships, community management, advertising relevance, and consistency to build and sustain strong brand loyalty.

This study investigates the adoption of Robotic Process Automation (RPA) in marketing operations, exploring its impact on efficiency, data accuracy, and overall effectiveness. RPA has emerged as a transformative technology, automating routine tasks such as data entry, report generation, and campaign management, which has significantly enhanced operational efficiency within marketing departments. By automating repetitive processes, RPA enables marketing professionals to focus on strategic and creative tasks, resulting in accelerated campaign execution and improved productivity. Additionally, the integration of RPA with Customer Relationship Management (CRM) systems has led to more accurate and consistent data, providing valuable real-time insights that enhance decision-making and personalization in marketing strategies. Despite these benefits, the study also highlights several challenges associated with RPA adoption. These include concerns about workforce implications, such as job displacement and the need for reskilling, as well as implementation difficulties related to system compatibility and workflow design. Ethical and regulatory considerations, particularly regarding data privacy and compliance, are also critical factors that organizations must address to maintain customer trust and adhere to legal standards. The study further explores the potential of integrating artificial intelligence (AI) with RPA to drive future innovations in marketing automation. AI-driven RPA offers advanced capabilities, including predictive modeling and personalized marketing, which promise to enhance the effectiveness of automation strategies. The findings underscore the need for organizations to adopt best practices in RPA implementation and remain adaptable to technological advancements to fully leverage the benefits of automation and maintain a competitive edge in the dynamic marketing landscape.

This study investigates the influence of digital marketing on consumer purchasing decisions, focusing on how various strategies impact consumer behavior. By analyzing data collected from in-depth interviews and thematic analysis, the research highlights several key factors driving consumer engagement and purchases. Personalized content emerged as a significant factor, with tailored recommendations and customized email campaigns creating a sense of individual attention and enhancing consumer involvement. Social media platforms played a pivotal role, with advertisements, influencer endorsements, and user-generated content significantly affecting purchasing decisions. The impact of visual content, including high-quality images and videos, was also notable, as these elements helped consumers better understand products and increased their confidence in making purchases. Email marketing proved effective, particularly when offering exclusive discounts and creating a sense of urgency. Mobile marketing demonstrated its growing influence, with consumers valuing the convenience of mobile-friendly websites and app notifications. The integration of artificial intelligence further improved the shopping experience by providing instant assistance and personalized recommendations. Ethical considerations, such as data privacy and honest advertising, were essential for maintaining consumer trust and loyalty. User-generated content provided authentic insights that influenced purchasing decisions, while omnichannel strategies offered a seamless and flexible shopping experience. Gamification elements, including reward programs and interactive challenges, enhanced consumer engagement and motivation. The study concludes that a multifaceted approach to digital marketing, incorporating these strategies, is crucial for effectively engaging consumers and driving sales. The findings offer valuable insights for marketers aiming to optimize their digital marketing strategies in the evolving digital landscape.

This study explores the impact of artificial intelligence (AI) on digital marketing strategies, emphasizing how AI technologies have transformed marketing practices. AI's ability to analyze vast amounts of data has significantly enhanced targeting and personalization, enabling marketers to deliver highly relevant and tailored content to specific consumer segments. The integration of AI in content creation has streamlined processes, improving efficiency while maintaining high standards of quality and relevance. Customer engagement has also been revolutionized through AI-driven tools such as chatbots and predictive assistance, which provide real-time, personalized support and enhance overall user satisfaction. Despite the numerous benefits, the adoption of AI in digital marketing presents challenges, including data privacy concerns, algorithmic bias, high implementation costs, and the complexity of integrating AI with existing marketing systems. The shortage of skilled professionals further complicates effective AI utilization. Looking forward, the potential for AI to drive innovation in digital marketing is substantial, with opportunities for advancements in personalization, predictive analytics, and the integration of emerging technologies like virtual and augmented reality. However, it is essential for businesses to navigate these developments carefully, addressing ethical considerations and ensuring responsible use of AI to maintain consumer trust and achieve sustained success. This study provides insights into the transformative effects of AI on digital marketing and offers a comprehensive overview of the associated benefits and challenges, highlighting the need for a balanced approach to leveraging AI technology.

In recent years, food and drink marketers have become increasingly interested in the question of whether there are any meaningful sex/gender differences in the world of taste/flavour perception. However, it turns out that while there are a large number of individual differences in the experience of food/drink, few, if any, fall neatly along sex/gender lines. As such, the marketers of food and drink need to tread very carefully when it comes to marketing food or beverage products specifically at men, or more usually, women. All too often, the brands entering this space soon find their attempts branded crass and/or sexist. Adopting a stealthy or implicit gender-based product development strategy is therefore perhaps more likely to succeed than the explicit targeting of food/beverage-related products in what is undoubtedly a highly-politicized area. That said, the one area where the public appear willing to accept products that are explicitly targeted at men or women is in the case of nutritional foods/supplements.

This study is an attempt to create a framework, using the best available inventory data, to perform lifecycle assessment (LCA) on asphalt pavement production. In particular, the use of reclaimed asphalt pavement (RAP) as an end-of-life product of deteriorated pavements is under consideration. Following ISO 14000 series standards, the framework constitutes the four major LCA steps in defining goal and scope, lifecycle inventory analysis, environmental impact assessment, and results interpretation. Three different scenarios in which varying portions of RAP are incorporated into hot mix asphalt production are to be compared. The system boundary of this study is limited to the construction and rehabilitation phases and ignores the vehicular use phase. It was found under this study that since high RAP mixtures require more frequent and aggressive maintenance activities, the overall footprint of asphalt pavements constructed with higher RAP contents is also higher. This would necessitate more efficient design procedures and protocols for mixtures produced with high RAP contents to compensate for their lack of long-term performance.

Despite the popularity of Zumba in several countries, research is scarce about its impact on older adults. Meanwhile, the integration of cognitive tasks with physical exercises, known as dual-tasking, is an evolving strategy to facilitate activities for older people. This study investigated the perceptions of older adults regarding Zumba and the potential of implementing it in a dual-task program. We conducted a qualitative-descriptive research involving 44 Filipino older adults from August to November 2020. Content analysis was employed to analyze the data. Four themes were identified: moving towards match or mismatch; balancing benefits with burdens; dual-tasking as innovative yet potentially challenging; and overcoming barriers with enablers. While Zumba is an inclusive and beneficial activity, individual and contextual limitations could hinder its suitability for older people. Dual-tasking in Zumba was also recognized as an innovative approach, although challenges should be addressed to promote its utility. Several strategies could support the design of these programs in communities. This is the first study to explore older adults’ perceptions towards Zumba and its potential utilization as a dual-tasking program. Findings could guide the implementation of appropriate Zumba and dual-tasking activities that seek to integrate cognitive and physical training for older adults.

This research explores the impact of 5G technology on supply chain efficiency and marketing innovations, highlighting its transformative potential and associated challenges. The study delves into how 5G enhances real-time tracking and monitoring within supply chains, significantly improving inventory management, reducing stockouts and overstocking, and ensuring optimal conditions during product transit. The advanced communication capabilities of 5G enable seamless collaboration among supply chain partners, facilitating quicker decision-making and improved risk management. Additionally, the integration of 5G technology with data analytics has optimized processes, improved forecasting accuracy, and led to cost reductions, showcasing the value of data-driven decision-making. In the marketing domain, 5G technology has driven the development of immersive augmented reality (AR) and virtual reality (VR) applications, enhancing customer engagement through interactive and experiential content. Personalized and targeted marketing strategies, supported by real-time data and deeper customer insights, have led to higher customer satisfaction and increased sales. The proliferation of connected devices, such as smart speakers and wearables, has further enabled personalized interactions and convenience, fostering brand loyalty and driving growth. Despite these advancements, the implementation of 5G presents challenges, including significant infrastructure investment, cybersecurity risks, and privacy concerns. Companies must navigate these issues by investing in robust security measures and developing comprehensive policies. The research concludes with an optimistic outlook on the future impact of 5G technology, emphasizing its potential to drive innovation, enhance operational efficiency, and transform customer experiences, ultimately shaping the future of business operations.

This research explores the pivotal role of big data analytics in enhancing retail marketing and supply chain optimization. As the retail industry undergoes rapid digital transformation, big data analytics has emerged as a critical tool for gaining competitive advantage and improving operational efficiency. The study delves into the various applications of big data analytics, including customer segmentation, personalized marketing, demand forecasting, inventory management, dynamic pricing, and supply chain optimization. It highlights how retailers leverage data from diverse sources to gain insights into consumer behavior, market trends, and operational performance, leading to more informed decision-making. The findings underscore the significant benefits of big data analytics in enhancing customer experiences through targeted engagement and personalized service. Additionally, the research addresses the ethical considerations and challenges associated with data privacy, security, and potential biases in analytics models. It emphasizes the importance of maintaining high standards of data quality and ethical practices to ensure the responsible use of data. The conclusion reiterates the transformative impact of big data analytics in the retail sector, suggesting that while it offers substantial advantages, careful management of its challenges is crucial. The study provides valuable insights into how retailers can harness the power of big data analytics to drive growth, innovation, and long-term success in an increasingly competitive and data-driven market environment.

This study explores the dynamic interplay between supply chain integration and marketing strategies in achieving customer satisfaction. Through a qualitative approach involving semi-structured interviews with supply chain and marketing professionals, the research delves into how these traditionally distinct functions can be aligned to enhance operational efficiency and deliver superior customer experiences. Findings reveal that strategic alignment between supply chain management (SCM) and marketing fosters better coordination of product availability and service delivery, thereby meeting customer expectations consistently and enhancing brand loyalty. Information sharing and technological integration emerge as critical enablers, facilitating real-time data exchange and collaborative decision-making. The study also identifies challenges such as organizational silos, cultural resistance, and technological constraints that impede seamless integration, highlighting the need for proactive strategies to foster cross-functional collaboration. Additionally, the evolving roles of sustainability and customer-centricity are emphasized as key drivers for differentiating brands and achieving competitive advantage. By integrating sustainable practices and adopting a customer-centric approach, organizations can build stronger customer relationships and enhance their market position. The research underscores the importance of leadership support, investment in technology, and a collaborative organizational culture in overcoming integration barriers. The study’s findings provide actionable insights for organizations aiming to optimize their SCM and marketing strategies, drive innovation, and sustain growth in an increasingly complex and competitive business environment. This research contributes to the growing body of knowledge on supply chain and marketing integration, offering practical recommendations for achieving customer satisfaction and long-term success.

Consumer trust in supply chain certifications plays a pivotal role in shaping contemporary consumer behavior and marketing effectiveness. This qualitative research investigates consumer perceptions of supply chain certifications and their impact on purchasing decisions and brand loyalty. Through semi-structured interviews and focus group discussions with 30 participants, the study explores themes such as credibility, transparency, perceived value, and the influence of certifications on consumer trust. Findings reveal that consumers value certifications that signal ethical sourcing practices and sustainability commitments, viewing them as assurances of product quality and social responsibility. Credibility and transparency in certification processes emerged as critical factors influencing consumer trust, while perceived benefits such as environmental sustainability and fair labor practices positively influenced purchase intentions. Moreover, certifications were found to enhance brand loyalty by aligning with consumers' ethical values and beliefs. However, the study identifies challenges including high certification costs, complexity in compliance, and consumer skepticism, which hinder broader adoption and effectiveness of certifications. The implications of these findings suggest that businesses can enhance consumer trust and market competitiveness by investing in rigorous certification standards, clear communication strategies, and sustainable practices. Addressing barriers through improved transparency and consumer education is crucial for maximizing the impact of certifications on ethical consumption. Future research directions include longitudinal studies on certification impacts and comparative analyses across industries and global markets to further enrich understanding of consumer behavior and certification influences.

The focus of this study is to identify whether resilience and sustainable development can be used as an image for strategic planning of the city marketing. Resilience is about building and planning for future proof the cities. How urban challenges and crisis have the lowest impact and the maximum of bounce back and evolution. Resilience is part of the sustainable development. Thus, it is important for the decision-makers to define the mission on their strategic planning in a holistically way taking into consideration the basic assets of a city, the environment, the economy and the society and how can all of them can be combined to marketing the city and take into consideration the internal and external environment. As the past few years’ city marketing has become an important tool for the urban development. The main goal is to show how city marketing can be applied on a city that tries to be more resilient and more sustainable by using strategic urban planning to set the vision, to identify the challenges and the problematic areas and to set new goals and objectives in order to plan and build to future proof the complexity of an urban system. For answering the questions of this article we use two case studies Rotterdam (Netherlands) and Thessaloniki (Greece), using a literature review and researches conducted alongside with a benchmarking of their resilient strategies as both of the cities are members of the Resilient Cities Network. From a different perspective of resilient thinking, both of the cities have managed to use resilience as a marketing image for further sustainable development.

Philippine Lime or Calamansi is considered one of the Philippine high-value crops in Nueva Ecija province. This article presents some issues and problems of the calamansi industry in terms of marketing. The study used a descriptive survey of 56 farm-owners or calamansi growers. Findings revealed that lime production could be a stable income source if the growers can provide the necessary production inputs on a sustainable basis. Calamansi farmers in the province some often confronted with the following problems: the high cost of farm inputs, price fluctuations, price manipulation of big-time traders, and other intermediaries. The study also found out that the existing actors in the chain were limited to growers, laborers, agri-supply shops, nursery owners, intermediaries, and traders. In terms of trading, there is a high degree of competition among traders in the market. The findings and results from this study may have important factors in developing and designing effective agricultural marketing program and startegic development plan by the authorities in the region.

The scope of a lucrative career promoted by Google through its video distribution platform YouTube 1 has attracted a large number of users to become content creators. An important aspect of this line of work is the feedback received in the form of comments which show how well the content is being received by the audience. However, volume of comments coupled with spam and limited tools for comment classification makes it virtually impossible for a creator to go through each and every comment and gather constructive feedback. Automatic classification of comments is a challenge even for established classification models, since comments are often of variable lengths riddled with slang, symbols and abbreviations. This is a greater challenge where comments are multilingual as the messages are often rife with the respective vernacular. In this work, we have evaluated top-performing classification models and four different vectorizers, for classifying comments which are a mix of different combinations of English and Malayalam (only English, only Malayalam and Mix of English and Malayalam). The statistical analysis of results indicates that Multinomial Naïve Bayes, K-Nearest Neighbors (KNN), Support Vector Machine (SVM), Random Forest and Decision Trees offer similar level of accuracy in comment classification. Further, we have also evaluated 3 multilingual sub-types of the novel NLP language model, BERT and compared its’ performance to the conventional machine learning classification techniques. XLM was the top-performing BERT model with an accuracy of 67.31%. Random Forest with Term Frequency Vectorizer was the best the top-performing model out of all the traditional classification models with an accuracy of 63.59%.

Aim: The aim of the study is to analyze quantitatively the scientific literature covering nursing studies on patient safety. Method: The Web of Science database is queried in this retrospective bibliometric analysis to identify relevant publications. The study themes, contributing journals, countries, institutions, and authors were evaluated quantitatively. Thus, a total of 5470 publications concerning patient safety in nursing were included and analyzed. Findings: The number of studies conducted increased every year from 1992 to 2023. While the country whose articles receive the most citations (31072) is the United States of America (USA), Turkey is ranked as last with the lowest number of citations (581). Journal of Clinical Nursing, with 338 articles, appeared to have the highest number of publications, Chaboyer W. appeared to have the highest number of citations with a total of 1426 and 45 publications. The countries that have the strongest international cooperation for research in this field are the USA, England, Australia and China. Results: After examining the literature in the field of patient safety in nursing through bibliometric analysis, it is seen that themes such as patient safety, medication errors, nursing care, nursing, education, systematic review, quality care and leadership were emphasized as important considerations.

This study explores the application of data mining techniques in marketing strategies, highlighting their impact on customer segmentation, predictive analytics, and personalization. Data mining has emerged as a transformative tool for businesses seeking to enhance their marketing effectiveness by providing deep insights into customer behavior and preferences. Techniques such as clustering, predictive modeling, and personalization are examined for their roles in improving marketing outcomes. Clustering methods, including K-means and hierarchical clustering, enable businesses to categorize customers into meaningful segments, allowing for more targeted marketing efforts. Predictive analytics, utilizing models like decision trees and neural networks, offers the capability to forecast future customer behaviors and trends, thereby optimizing resource allocation and strategy planning. Personalization techniques, such as collaborative filtering and dynamic recommendations, enhance customer engagement by delivering tailored content and offers. Despite these advantages, the study also addresses the challenges associated with data mining, including data privacy concerns, data quality issues, and the shortage of skilled personnel. These challenges underscore the need for effective data management practices and ethical considerations in the application of data mining. Furthermore, the integration of emerging technologies like artificial intelligence and real-time analytics is discussed as a means to overcome existing obstacles and drive future advancements in marketing strategies. The findings underscore the significant role of data mining in revolutionizing marketing practices and highlight the ongoing need for adaptation and innovation in response to evolving market dynamics.

This research explores the transformative impact of artificial intelligence (AI) on personalizing marketing campaigns, highlighting how AI technologies are reshaping modern marketing practices. AI tools such as machine learning, natural language processing (NLP), predictive analytics, deep learning, and computer vision are integral to enhancing customer engagement and optimizing marketing strategies. Machine learning algorithms enable precise customer segmentation and personalized recommendations, leading to more targeted and effective marketing messages. NLP facilitates the analysis of customer sentiment and enhances communication through advanced language processing and AI-powered chatbots. Predictive analytics and deep learning provide businesses with the capability to forecast customer behaviors and recognize complex data patterns, further refining marketing efforts. Computer vision technology contributes to personalization through innovations like visual search and augmented reality, creating immersive customer experiences. Despite the numerous benefits, the adoption of AI in marketing presents several challenges. Data privacy and security concerns, integration complexities, and the potential for algorithmic bias are critical issues that need to be addressed. Ethical considerations, including transparency and fairness in data usage, are also paramount to maintaining customer trust and ensuring responsible AI application. The future of AI in marketing promises continued advancements, with trends such as hyper-personalization and enhanced integration with technologies like the Internet of Things and voice search expected to drive further innovation. Overall, AI significantly enhances marketing effectiveness by offering tailored solutions and strategic insights while necessitating a thoughtful approach to ethical and practical challenges.

This qualitative study explores the pivotal role of supply chain collaboration (SCC) in enhancing marketing effectiveness within organizations. By integrating supply chain management (SCM) practices with marketing strategies, companies can optimize operational efficiencies, anticipate consumer demands, and deliver personalized customer experiences. The study emphasizes technological integration, such as IoT, big data analytics, and blockchain, which enables real-time data sharing, predictive analytics, and enhanced visibility across the supply chain. Strategic alignment between SCM and marketing functions ensures efficient resource allocation and strategic deployment of marketing investments, fostering synergistic outcomes and maximizing market impact. Collaborative innovation within supply chains drives continuous improvement and product innovation, strengthening brand reputation and customer loyalty. Additionally, supply chain resilience, achieved through robust risk management and agile strategies, enables businesses to maintain operational stability and mitigate disruptions, safeguarding customer relationships and brand integrity. This research underscores the strategic imperative for organizations to embrace SCC as a driver of sustainable growth and competitive advantage in dynamic market environments. By leveraging SCC to integrate SCM and marketing functions, companies can navigate complexities, capitalize on market opportunities, and sustain long-term success. The findings provide valuable insights for business leaders seeking to enhance marketing effectiveness through effective SCC strategies.

Effective communication in English is crucial for marketing professionals in the highly competitive global business landscape. This article emphasizes the importance of English language proficiency and the need for a tailored needs analysis for marketing professionals in the field of Business English. The comprehensive exploration of the needs analysis process outlines its methods and steps, highlighting its relevance in designing targeted language programs. By utilizing surveys, interviews, and observations, trainers and language instructors gain valuable insights into the specific challenges faced by marketing professionals, enabling them to develop customized skill-building approaches. The article also underscores the pedagogical implications of the needs analysis, stressing the significance of a personalized training program that addresses identified language gaps. Recognizing the collaborative nature of the process, the article concludes by discussing the implementation of the training program and the importance of tracking progress, ultimately displaying the tangible benefits of conducting a needs analysis in Business English for marketing professionals in terms of enhancing competitiveness and driving business growth.

Nowadays, customers play a very important and vital role in the field of global economy. As a result, companies give special significance to the customers to survive and grow in the field of economic competition in the modern world and increase their relationship with the buyers of their products and services throughout their lifetime. Marketing growth through mobile phones has provided further motives for performing more researches in the field of customer behavior and attitude in mobile marketing. The goal of the current study is to analyze the effective factors on customer behavior in mobile marketing. The variables used in this study are perceived ease of use, individual knowledge, user’s mobile phone technology, customers’ negative attitudes, and customers’ positive attitudes. The current research is practical in terms of objective and is descriptive-analytic in terms of methodology. Data were gathered by distributing a questionnaire among 284 students of Tehran University. Data were analyzed by structural equation modeling using Lisrel and Expert Choice software. Test results showed that ease of use, individual knowledge, mobile phone technology, positive attitude, and negative attitude variables have a meaningful effect on customer behavior in mobile marketing. The confirmation of all the assumptions of the research supports the importance of the customer behavior analysis in mobile phone services.

Abstract Plant diseases are responsible for over 10% loss in global food production and have serious impacts on world-wide food security across several countries. Amongst these diseases, those caused by viroids are highly significant, accounting for extensive damage to crops every year and pose a major economic threat to agricultural crops. Combined infections with viroids, plant viruses and their satellites further exacerbate the situation. Vector transmission of viroids necessitates the use of pesticides, thus incurring high costs in addition to eliciting several detrimental effects on the ecosystem due to the noxious outcomes of pesticide use. The current review addresses the major economic impacts of viroids on crops, costs to the world economy and impacts on regions, farmers and consumers in addition to describing remediation measures to mitigate the losses caused by these subviral agents. Also described are issues relating to the pros and cons of pesticide use, the compelling need towards sustainable agricultrual practices while reducing pesticide use. In particular, the role of RNAi and genome editing technologies towards amelioration of agricultural loss is discussed.

Over the last decade, there has been a renewed interest in oral health workforce planning. The purpose of this review is to examine oral health workforce planning models on supply, demand and needs, mainly in respect to their data sources, modelling technique and use of skill mix. A search was carried out on PubMed, Web of Science, and Google Scholar databases for published scientific articles on oral health workforce planning models between 2010 to 2020. No restrictions were placed on the type of modelling philosophy, and all studies including supply, demand or needs based models were included. Rapid review methods guided the review process. Twenty-three studies from 15 different countries were included in the review. A majority were from high income countries (n=17). Dentists were the sole oral health workforce group modelled in 13 studies; only five studied included skill mix (allied dental personnel) considerations. The most common application of modelling was a workforce to population ratio or a needs-based demand weighted variant. Nearly all studies presented weaknesses in modelling process due to the limitations in data sources and/or non availability of necessary data to inform oral health workforce planning. Skill mix considerations in planning models were also limited to horizontal integration within oral health professionals. Planning for the future oral health workforce is heavily reliant on quality data being available for supply, demand and needs models. Integrated methodologies that expand skill mix considerations and account for uncertainty are essential for future planning exercises.

The application of warm-mixing technology brings considerable economical and environment benefits by decreasing the mixing temperature during warm asphalt mixture(WMA) production. However, the possible water residue also generates concerns in moisture susceptibility. For deep investigation on the influencing factors and mechanism of the moisture susceptibility of WMA, surface free energy(SFE) test and laboratory tests are applied in this research. A novel indicator based on SFE namely effective adhesion work is proposed to assess the asphalt-aggregate adhesion with different moisture contents. Then, given the mixing procedure of dry mixing method, an advanced three-phase model as form of asphalt-aggregate-warm mixing additive is introduced improving from the conventional two-phase asphalt-aggregate model for better reflecting the separate addition of warm mixing additive during mixing. Afterwards, the influence of aggregate types, asphalt type, aggregate moisture contents, warm-mixing agent types and warm-mixing process on the moisture susceptibility of WMA is analyzed utilizing the models and indicators proposed. Finally, the validity of the SFE indicator is verified by comparing the calculation of effective adhesion work with freeze-thaw splitting test result. The results show that all of the above factors impact the moisture susceptibility of WMA by influencing the interfacial adhesion, with the effect of moisture content being the most significant. Meanwhile, effective adhesion work and the three-phase model brought out in this research are proven to be feasible to characterize the adhesion properties of WMA, offering theoretical support to the research on warm mixing technology.

Digital marketing adoption in the multinational Fast-Moving Consumer Goods (FMCG) sector presents both challenges and opportunities that significantly impact organizational strategies and market competitiveness. This qualitative study explores the complexities surrounding digital marketing adoption through interviews with 45 participants from multinational FMCG companies. The research investigates key barriers such as organizational resistance, technological constraints, and concerns over data privacy and security, while also examining the benefits of enhanced consumer engagement, global market reach, and data-driven decision making. Findings reveal that organizational resistance remains a formidable barrier, driven by senior management's cautious approach to digital transformation and concerns over return on investment (ROI) amidst rapidly evolving digital landscapes. Technological challenges, including outdated systems and limited budgets for technology upgrades, further hinder comprehensive digital integration. Moreover, navigating regulatory frameworks and addressing consumer trust in data privacy emerge as critical considerations for FMCG companies seeking to leverage digital strategies effectively. Conversely, digital marketing adoption offers substantial opportunities. Enhanced consumer engagement through personalized and interactive campaigns allows companies to strengthen brand-consumer relationships and foster loyalty. The global reach facilitated by digital platforms enables multinational FMCG firms to expand market presence, penetrate new markets, and adapt marketing strategies to diverse consumer preferences worldwide. Data-driven decision making emerges as pivotal, leveraging analytics to optimize marketing strategies, measure campaign effectiveness, and anticipate consumer behaviors in real-time. Strategies for overcoming barriers emphasize building internal digital capabilities through training, recruitment, and cross-functional collaboration. Aligning digital strategies with overarching business objectives and integrating digital efforts with traditional marketing channels are crucial for creating cohesive and effective campaigns. Embracing innovation, flexibility, and agility in adapting to technological advancements are essential for maintaining competitiveness and relevance in a rapidly evolving digital landscape. Looking forward, emerging trends such as AI and machine learning integration for predictive analytics, sustainability-focused marketing initiatives, and the evolution towards omnichannel strategies are poised to reshape digital marketing practices in the FMCG sector. By aligning strategies with these trends, FMCG companies can harness digital technologies to drive sustainable growth, enhance market competitiveness, and meet evolving consumer expectations in a digitally-driven global marketplace.

Aligning supply chain and marketing functions is crucial for high-tech startups aiming to successfully launch new products in competitive markets. This qualitative research explores the strategies, challenges, benefits, and best practices associated with supply chain and marketing alignment in high-tech startups. Through a detailed analysis of case studies and semi-structured interviews with industry professionals, the study identifies key insights into how startups can effectively integrate these functions to enhance operational efficiency, market responsiveness, customer satisfaction, and risk management. The findings reveal that successful alignment requires the formation of cross-functional teams, leveraging integrated technologies like CRM and ERP systems, establishing regular inter-departmental communication, and developing joint performance metrics. These strategies foster collaboration and ensure that supply chain and marketing efforts are coordinated towards shared goals. However, startups face challenges such as differing departmental objectives, resource constraints, communication barriers, and technological limitations, which hinder effective alignment. Benefits observed from effective alignment include improved operational efficiency through streamlined processes, enhanced market responsiveness to adapt quickly to changing demands, increased customer satisfaction by delivering products that meet market expectations, and better risk management through proactive identification and mitigation of supply chain and market risks. Best practices identified include fostering a culture of collaboration, investing in technology for data integration and transparency, aligning strategic objectives across functions, and continuously monitoring and adjusting alignment strategies. Integration of broader elements such as sustainability, entrepreneurship, emotional intelligence, marketing, and supplier relationship management further enriches the alignment framework. This study contributes to a deeper understanding of how high-tech startups can strategically align their supply chain and marketing functions to achieve competitive advantage and sustainable growth in dynamic market environments.

This qualitative study explores the transformative role of digital technologies in enhancing supply chain efficiency and marketing effectiveness across diverse industries. The integration of Internet of Things (IoT), artificial intelligence (AI), blockchain, and advanced analytics has reshaped organizational practices, enabling real-time data collection, analysis, and decision-making in supply chain management (SCM) and marketing. Through semi-structured interviews with 25 professionals, including supply chain managers, marketing executives, and IT specialists, insights were gathered into the adoption, integration, and impact of digital technologies within organizational contexts. Key findings highlight IoT's contribution to enhancing supply chain visibility, predictive maintenance, and operational efficiency through continuous monitoring and data-driven insights. AI technologies support demand forecasting, inventory optimization, and personalized marketing strategies, improving customer engagement and satisfaction. Blockchain enhances supply chain transparency, traceability, and security, reducing risks associated with fraud and ensuring compliance with regulatory standards. Advanced analytics provide organizations with actionable insights into consumer behavior and market trends, guiding strategic decision-making and optimizing marketing campaigns. Despite these benefits, organizations face challenges such as technological complexity, integration issues, data privacy concerns, and organizational resistance to change. Strategic planning, leadership support, and investment in digital infrastructure are essential for overcoming these challenges and maximizing the potential of digital technologies. Future research directions include exploring sustainability initiatives in digital SCM, advancing AI-driven analytics, and understanding digital transformation in emerging markets.

The post-2007 crisis-induced an agricultural expansion across Africa, but local level production and marketing experiences remain understudied. This study assesses the dynamics of agricultural expansion and small-scale farmers’ experiences in rural Zambia. Using a mixed research design, data were drawn from surveys, multi-level interviews, group discussions policy reviews and observations. Results show an agriculture expansion among small-scale farmers is underway due to favourable climatic conditions, land, and water availability, enabled by state subsidies, and an emerging market in commercial and supermarket outlets. However, farmers encounter production and marketing challenges related to poor tenure security, late delivery of inputs, and low financing. They face low and fluctuating prices, poor infrastructure, including low levels of mechanisation necessary to expand the production. Overall, despite an agricultural and land-use expansion taking shape, actual benefits for real transformation are largely missing – and currently over their heads. An argument is made that whilst policy actors continue to impress farmers to organise themselves to maximise benefits of an agricultural expansion, actual processes on how farmers can achieve this are missing in policy and practice. This necessitates a focus on multi-level processes aimed at addressing production, storage and marketing dynamics within a progressive coordination arrangement that centralizes small producers. Until that is addressed, the prospects for local development and poverty reduction for small-scale farmers under an agricultural expansion will be slender but continue to centrally reside in the state efforts to create enabling local and community environment that addresses real challenges. Overall, this study helps to extend the debate on diverse processes shaping rural transformation in Zambia and across sub-Saharan Africa, including the role and importance of agricultural expansion.

This study investigates the transformative role of mobile applications in retail marketing strategies, focusing on how these digital tools have reshaped consumer engagement, personalization, and operational efficiency. Mobile applications have emerged as pivotal assets for retailers, facilitating direct communication with customers through real-time updates, personalized promotions, and tailored content. The integration of digital loyalty programs within mobile apps has streamlined rewards systems, making it easier for customers to engage with and benefit from loyalty initiatives. By leveraging data analytics, retailers can gain deep insights into consumer behavior, optimize inventory management, and refine marketing strategies. The incorporation of augmented reality (AR) and virtual reality (VR) technologies into mobile apps has introduced innovative ways for customers to interact with products and explore virtual showrooms, enhancing the overall shopping experience. Mobile commerce (m-commerce) has also seen significant growth, driven by the convenience and accessibility provided by mobile apps, which support seamless shopping experiences and mobile payments. Despite these advantages, challenges such as data privacy concerns and the need for continuous innovation remain. Retailers must address these issues to maintain consumer trust and stay competitive. Looking ahead, emerging technologies such as artificial intelligence (AI) and machine learning (ML) are expected to further enhance mobile app functionalities and personalization. The focus on sustainability is also influencing mobile app features, aligning with consumer values and expectations. Overall, mobile applications are set to play an increasingly critical role in shaping the future of retail marketing, offering new opportunities for engagement, innovation, and growth.

This study explores the impact of mobile technologies on consumer behavior in retail marketing, examining how advancements in mobile platforms have transformed shopping habits and interactions with brands. Mobile technologies have revolutionized the retail experience by providing unprecedented convenience, allowing consumers to shop at any time and from any location. This shift has led to a marked preference for mobile shopping over traditional methods, fundamentally altering consumer behavior. Key findings reveal that personalization plays a crucial role in enhancing consumer engagement and satisfaction, with mobile technologies enabling tailored recommendations and offers based on individual preferences. Access to real-time information, such as product details and price comparisons, empowers consumers to make more informed purchasing decisions, reflecting a shift towards deliberate and confident buying choices. Social media and social commerce have also become significant factors, with consumers discovering new products and brands through these platforms and benefiting from integrated shopping features. Impulse buying behavior has increased due to the convenience of mobile shopping, with promotional alerts and simplified payment processes contributing to spontaneous purchases. The integration of mobile technologies with physical store experiences has created a more seamless shopping journey, bridging the gap between online and offline interactions. However, challenges such as privacy concerns, data security, and information overload remain significant. Consumers are increasingly aware of data collection risks and may experience fatigue from excessive marketing messages. To navigate this evolving landscape, retailers must balance the advantages of mobile technologies with addressing these challenges to effectively meet consumer needs and expectations.

This study investigates the transformative impact of technology adoption on retail marketing strategies, focusing on artificial intelligence (AI), big data analytics, augmented reality (AR), virtual reality (VR), mobile technology, and automated customer service solutions. Through qualitative research methods, including interviews and thematic analysis, insights were gathered from industry stakeholders across diverse retail sectors. The findings reveal that AI facilitates personalized marketing through data-driven insights, enhancing customer satisfaction and loyalty. Big data analytics enable retailers to forecast trends, optimize inventory, and tailor marketing strategies to consumer preferences effectively. AR and VR technologies enrich customer experiences by offering immersive and interactive shopping environments, bridging the gap between physical and digital retail spaces. Mobile technology supports omni-channel strategies, providing seamless integration and personalized interactions across platforms. The COVID-19 pandemic accelerated digital transformation in retail, emphasizing the resilience and adaptability of technology-driven strategies in navigating disruptions. AI-powered chatbots and virtual assistants streamline customer service operations, enhancing efficiency and customer satisfaction.

Until now, the literature on Chinese International Online Shopping (CIOS) (B2C export from China) mainly concentrated on the potential income that it constitutes for Chinese international trade. However, regarding International Online Consumers' (IOCs) purchase behaviors, research does not provide insight into the impact of Countries' Level of Economic Development (CLED) on the IOCs' preferences and choices about Chinese brands. Based on 9971 purchases about Chinese mobile phone brands, countries' macroeconomic data, and a multinomial logistics model (MLM), we examined IOCs' preferences and choices about Chinese brands. The result shows that the CLED influences IOCs' preferences and choices. Consequently, accounting of CLED in consumers’ preferences and choices introduces a new dimension in understanding IOCs' behaviors and attitudes towards Chinese mobile phone brands. This work contributes to Chinese brands' globalization research from the perspective of CLED. Such a model can be used to guide e-retailers and brand managers.

The application of deep learning in the detection of Synthetic Aperture Radar (SAR) targets has been primarily limited to large objects such as ships and airplanes, with much less popularity in detecting SAR vehicles. The complexities of SAR imaging make it difficult to distinguish small vehicles from the background clutter, creating a barrier to data interpretation and the development of Automatic Target Recognition (ATR) in SAR vehicles. The scarcity of datasets has inhibited progress in SAR vehicle detection in the data-driven era. To address this, we introduce a new synthetic dataset called Mix MSTAR, which mixes target chips and clutter backgrounds with original radar data at the pixel level. Mix MSTAR contains 5,392 objects of 20 fine-grained categories in 100 high-resolution images, predominantly 1478x1784 pixels. The dataset includes various landscapes such as woods, grasslands, urban buildings, lakes, and tightly arranged vehicles, each labeled with Oriented Bounding Box (OBB). Notably, Mix MSTAR presents fine-grained object detection challenges by using the Extended Operating Condition (EOC) as a basis for dividing the dataset. Furthermore, we evaluate 9 benchmark rotated detectors on Mix MSTAR and demonstrate the fidelity and effectiveness of the synthetic dataset. To the best of our knowledge, Mix MSTAR represents the first public multi-class SAR vehicle dataset designed for rotated object detection in large-scale scenes with complex background. Mix MSTAR is available at: https://github.com/TheGreatTreatsby/Mix-MSTAR-mmrotate.

Global warming, exacerbated by greenhouse gas emissions from non-green product manufacturing, necessitates a shift towards green production to safeguard ecosystems and finite resources. The United Nations Environment Programme emphasizes the importance of environmental considerations in corporate ESG criteria. Despite the higher costs of designing and manufacturing green products, which deter some companies and lead to greenwashing, efforts persist to promote sustainable goods. This study explores enhancing consumer repurchase intentions for green products through social media marketing, emphasizing green values, environmental concerns, brand image, and involvement. Findings reveal social media's role in boosting these factors, thus encouraging green repurchases. Insights are valuable for green businesses, social media groups, environmental agencies, and future research.

With the rapidly increasing of people’s purchasing power, the fast moving consumer goods (FMCG) industry is supposed to grow dramatically. In order to gain more market access and profile, it is important for the FMCG manufacturers and retailers to find the preferences and provincial characteristics of consumers, to develop more suitable goods distribution strategy. Based on retails marketing data with geographic characteristics, this paper proposes a new combination of geography methods to solve the problems in distribution of FMCG. Via multiple K-means clustering and cross validation of KNN half off, the mesoscopic sales features are extracted through the classification of retails, which can indirectly grasp the consumer behavior characteristics. Based on space division and Moran’ I spatial autocorrelation arithmetic, two strategies are developed to satisfy consumer’s needs and promote sales, including conservative and positive strategies. According to our analysis, the total sales volume of the regions will increase by 5.1% and 10.3%. This study can be applied to the provide purchase strategies for FMCG retails according to their locations. The research can explore the consumption potential of different areas, thus improving the profile of retails and the development of economy in more mesoscopic scale.