https://www.iprjb.org/journals/index.php/IJSMP/issue/feed 2024-04-04T05:49:12+03:00 Journals Admin journals@iprjb.org Open Journal Systems <p>International Journal of Strategic Marketing Practice&nbsp;&nbsp;(IJSMP) is a peer reviewed journal published by&nbsp; IPRJB. The journal is published in printed and online version. Being a high factor journal&nbsp; IJSMP is accredited ISSN and DOAJ bodies world wide.</p> https://www.iprjb.org/journals/index.php/IJSMP/article/view/2455 2024-04-04T05:28:38+03:00 Matheus Pereira journals@iprjb.org

<p><strong>Purpose:</strong> The aim of the study was to investigate the impact of digital marketing adoption on firm performance: a case study of small and medium enterprises in India.</p> <p><strong>Methodology:</strong> This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.</p> <p><strong>Findings:</strong> The study investigates how social media marketing impacts brand equity in Brazil's fast-food industry. It finds a positive link between effective social media strategies and key brand equity measures like awareness, perceived quality, and loyalty. Brands with robust social media presence tend to enjoy greater visibility and are seen as offering higher quality. Furthermore, these efforts cultivate stronger consumer connections, potentially offering a competitive advantage.</p> <p><strong>Unique Contribution to Theory, Practice and Policy:</strong> Social identity theory, consumer engagement theory &amp; gratifications theory may be used to anchor future studies on the impact of digital marketing adoption on firm performance: a case study of small and medium enterprises in India. Fast-food brands should prioritize measurement and evaluation of social media marketing efforts to assess their impact on brand equity. Government agencies and regulatory bodies in Brazil should collaborate with industry stakeholders to develop guidelines and best practices for social media marketing in the fast-food industry.</p>

2024-04-04T00:00:00+03:00 Copyright (c) 2024 Matheus Pereira https://www.iprjb.org/journals/index.php/IJSMP/article/view/2453 2024-04-04T04:52:39+03:00 Akash Verma journals@iprjb.org

<p><strong>Purpose:</strong> The aim of the study was to investigate the impact of digital marketing adoption on firm performance: a case study of small and medium enterprises in India.</p> <p><strong>Methodology:</strong> This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.</p> <p><strong>Findings:</strong> The adoption of digital marketing among small and medium enterprises (SMEs) in India has led to significant improvements in firm performance. Increased online visibility and reach have resulted in greater customer engagement and acquisition for these businesses. Cost-effectiveness and targeted advertising through digital channels have enhanced ROI compared to traditional marketing methods. SMEs embracing digital marketing have experienced heightened brand awareness and recognition in competitive markets.</p> <p><strong>Unique Contribution to Theory, Practice and Policy:</strong> Resource-Based View (RBV), Institutional Theory &amp; Innovation Diffusion Theory may be used to anchor future studies on the impact of digital marketing adoption on firm performance: a case study of small and medium enterprises in India. Develop tailored digital marketing training programs and capacity-building initiatives aimed at enhancing the digital literacy and skills of SME owners and employees in India. Policymakers should also prioritize initiatives to improve digital connectivity and access to affordable internet services in rural and underserved areas.</p>

2024-04-04T00:00:00+03:00 Copyright (c) 2024 Akash Verma https://www.iprjb.org/journals/index.php/IJSMP/article/view/2456 2024-04-04T05:37:55+03:00 Paul Girard journals@iprjb.org

<p><strong>Purpose:</strong> The aim of the study was to investigate the effect of experiential marketing on customer engagement and loyalty in the tourism sector in France.</p> <p><strong>Methodology:</strong> This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.</p> <p><strong>Findings:</strong> Experiential marketing in France's tourism sector significantly boosts customer engagement and loyalty by offering personalized, memorable experiences. Despite challenges like cost management, leveraging digital technologies presents opportunities for enhanced personalization. Overall, experiential marketing plays a vital role in shaping customer perceptions and fostering lasting relationships in French tourism.</p> <p><strong>Unique Contribution to Theory, Practice and Policy:</strong> Hedonic consumption theory, service-dominant logic (SDL) &amp; social exchange theory may be used to anchor future studies on the effect of experiential marketing on customer engagement and loyalty in the tourism sector in France. Tourism businesses in France should prioritize the implementation of tailored experiential marketing initiatives that align with the unique characteristics and preferences of their target customer segments. Government bodies and tourism authorities in France should facilitate industry collaboration and knowledge-sharing initiatives to foster innovation and best practices in experiential marketing.</p>

2024-04-04T00:00:00+03:00 Copyright (c) 2024 Paul Girard https://www.iprjb.org/journals/index.php/IJSMP/article/view/2454 2024-04-04T05:05:20+03:00 Yang Jun journals@iprjb.org

<p><strong>Purpose:</strong> The aim of the study was to investigate the role of celebrity endorsement in luxury brand marketing: a study of consumer preferences in china</p> <p><strong>Methodology:</strong> This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.</p> <p><strong>Findings:</strong> The study on celebrity endorsements in luxury brand marketing in China revealed that celebrities significantly shape consumer preferences. Cultural relevance is crucial, as celebrities admired by Chinese consumers have a stronger impact. Aligning the celebrity's image with the brand's values enhances credibility. Authentic endorsements, perceived as genuine, are more effective. Overall, the study emphasizes the influential role of celebrities in shaping consumer perceptions of luxury brands in China.</p> <p><strong>Unique Contribution to Theory, Practice and Policy:</strong> Social identity theory, self-congruity theory &amp; information processing theory may be used to anchor future studies on the role of celebrity endorsement in luxury brand marketing: a study of consumer preferences in china. It emphasizes the need to tailor endorsement strategies to Chinese cultural values, prioritize authenticity, leverage social media platforms, and invest in long-term partnerships with celebrities. From a policy perspective, the study underscores the importance of transparency, ethical standards, and consumer protection in celebrity endorsement agreements within the Chinese market.</p>

2024-04-04T00:00:00+03:00 Copyright (c) 2024 Yang Jun https://www.iprjb.org/journals/index.php/IJSMP/article/view/2457 2024-04-04T05:49:12+03:00 Felix Schmitt journals@iprjb.org

<p><strong>Purpose:</strong> The aim of the study was to investigate how cultural differences affect the adoption and effectiveness of green marketing strategies in Germany.</p> <p><strong>Methodology:</strong> This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.</p> <p><strong>Findings:</strong> Cultural differences significantly impact green marketing in Germany. Germans prioritize authenticity, quality, and performance, alongside environmental consciousness. Trust is crucial, with consumers valuing transparency and credibility in marketing. While price sensitivity remains, competitive pricing enhances success. Tailoring strategies to align with German values is essential for effective engagement and promoting sustainability.</p> <p><strong>Unique Contribution to Theory, Practice and Policy:</strong> Social identity theory, consumer engagement theory &amp; gratifications theory may be used to anchor future studies on how cultural differences affect the adoption and effectiveness of green marketing strategies in Germany. Fast-food brands should prioritize measurement and evaluation of social media marketing efforts to assess their impact on brand equity. Government agencies and regulatory bodies in Brazil should collaborate with industry stakeholders to develop guidelines and best practices for social media marketing in the fast-food industry.</p>

2024-04-04T00:00:00+03:00 Copyright (c) 2024 Felix Schmitt