Artículos de revistas: "Motivation research (Marketing)"

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Henry, Harry. "Motivation Research". Marketing Intelligence & Planning 4, n.º 5 (mayo de 1986): i—234. http://dx.doi.org/10.1108/eb045739.

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Lindridge, Andrew, Sharon E. Beatty y William Magnus Northington. "Do gambling game choices reflect a recreational gambler’s motivations?" Qualitative Market Research: An International Journal 21, n.º 3 (11 de junio de 2018): 296–315. http://dx.doi.org/10.1108/qmr-10-2016-0093.

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Purpose Gambling is increasingly a global phenomenon, derided by some as exploitative and viewed by others as entertainment. Despite extensive research into gambling motivations, previous research has not assessed whether gaming choice is a function of one’s personal motivations or simply a desire to gamble in general, regardless of game choice among recreational gamblers. The purpose of this study is to explore this theme by considering “illusion of control” where luck and skill may moderate gambling motivation. Design/methodology/approach This study applies two motivation theories, hedonic consumption theory and motivation disposition theory, and examines heuristic perspectives related to gambling. Three stages of qualitative data collection were undertaken. Findings The findings indicate that for recreational gamblers, gaming choice is a function of personal motives. Hence, gamblers chose games that reflect their needs or motives, focusing on the game or games that best allow them to achieve their goals and desires. Research limitations/implications These findings shed light on an important topic and include an in-depth examination of recreational gamblers’ motivations. Further quantitative examinations should be considered. Practical implications This research could be used by practitioners or researchers in better segmenting the casino recreational gambling market. Originality/value While many researchers have examined gambling motivations and even gambling motivations by venue (e.g. casino versus online), few researchers have focused on gamblers’ choice of games and even fewer have studied recreational gamblers’ motivations with a qualitatively rich approach, resulting in some useful perspectives on drivers of recreational gamblers by personal motives.

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Tadajewski, Mark. "William A. Shryer, scientific advertising, habits and motivation research". Journal of Historical Research in Marketing 12, n.º 2 (1 de junio de 2020): 197–218. http://dx.doi.org/10.1108/jhrm-10-2019-0037.

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Purpose This paper examines a neglected stream of literature in marketing theory which engaged with the idea that there was more to consumer behavior than conscious and rational thought. Design/methodology/approach This is a close reading of the core themes that appear in William A. Shryer’s work. Linkages are made to other pertinent sources. Findings We extend McMahon’s (1972) study and offer a different reading of Shryer’s writing to that proffered in recent commentary by Tadajewski (2019), focusing on the managerial side of Shryer’s publications, connecting this to the theoretically innovative foundations based on normal and abnormal psychology. We respond to the suggestion proposed by McMahon (1972) that Shryer was an early pioneer of motivation research, largely in the affirmative. Originality/value We provide an alternative interpretation of Shryer’s writing, connecting this to an emergent “advertising science” and subsequently to contemporary strands of literature that have a “family resemblance” to his contributions. These include salient aspects of motivation research; crowd and habitual behavior; mindlessness and social cognition; and finally, empirical examinations of cumulative value theory.

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Weiger, Welf H., Hauke A. Wetzel y Maik Hammerschmidt. "Who’s pulling the strings?" European Journal of Marketing 53, n.º 9 (9 de septiembre de 2019): 1808–32. http://dx.doi.org/10.1108/ejm-10-2017-0777.

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Purpose Firms increasingly rely on content marketing to trigger user engagement in social media brand communities. The purpose of this paper is to examine how three generic types of marketer-generated content (affiliative, injunctive and utilitarian content) drive user engagement by considering distinct motivational paths and the role of users’ preference for intimate (vs broad) social networks. Design/methodology/approach The authors conduct a field survey and a scenario experiment among social media users across different brands from three different product categories. They examine the impact of marketer-generated content on user engagement while considering the moderating role of network intimacy (i.e. the mutual confiding within a user’s social network in terms of small social circles) and the mediating role of user motivations (i.e. autonomous vs controlled motivation for community membership). Findings The findings show that affiliative content (i.e. content that highlights shared values) drives user engagement through autonomous motivation, and utilitarian content (i.e. content that highlights tangible benefits) drives user engagement through controlled motivation. Notably, injunctive content (i.e. content that demands specific user behavior) is not a promising instrument to increase user engagement in social media brand communities when not targeted correctly. Research limitations/implications The authors link three generic content types derived from literature on communal systems to user engagement, demonstrate the motivational underpinnings of their translation into engagement behavior and show that network intimacy can explain why the same content type can impact user engagement through two motivational paths. Practical implications The authors present three types of content that marketers can craft to trigger users to engage with a brand’s social media community and show when this content is most effective and why. By examining the moderating role of network intimacy, this research aims at providing targeting implications to social media marketers. Originality/value This research provides new insights on the effectiveness of marketer-generated content. The authors reveal two motivational paths that compete in explaining the overall effectiveness of different types of marketer-generated content to fuel user engagement. The authors further demonstrate that these relationships depend on the intimacy of a user’s circle of online friends.

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ZIEMS, DIRK. "The Morphological Approach for Unconscious Consumer Motivation Research". Journal of Advertising Research 44, n.º 2 (junio de 2004): 210–15. http://dx.doi.org/10.1017/s0021849904040152.

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Larka, Ludmila y Svitlana Vasyltsova. "MANAGEMENT OF MARKETING RESEARCH AT THE ENTERPRISE: STRATEGIC ASPECT". Bulletin of the National Technical University "Kharkiv Polytechnic Institute" (economic sciences), n.º 1 (14 de enero de 2022): 27–30. http://dx.doi.org/10.20998/2519-4461.2022.1.27.

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The place of marketing research management in the system of strategic planning is analyzed. The purpose of the article is to systematize the strategic aspects of marketing research management in an unstable business environment. A system of key indicators of the effectiveness of marketing research management at the stages of planning, organization, motivation and control is proposed. It has been determined that the key performance indicators of marketing research management at the planning stage can be: the accuracy of the formulation of the problem and the goals of marketing research, the optimal choice of the method for conducting marketing research, the accuracy of calculating the sample size, the convenience of filling out survey forms, the optimal methodology for analyzing data based on the survey results, accuracy interpretation of the results of marketing research; degree of achievement of the goal of marketing research. The key performance indicators of marketing research management at the stage of organization can be the results of SMART-assessment of marketing research goals, ensuring a representative sample of respondents, adhering to the rules for drawing up survey forms, organizing briefing for interviewers, ensuring the convenience of conducting marketing research, ensuring the variety of marketing information providers. Key indicators of the effectiveness of marketing research management at the motivation stage can be: the interest of the personnel of marketing departments in increasing the client base, the interest of staff in marketing departments in the growth of the number of new customers, the cost of attracting customers, the cost of an order. Key performance indicators of marketing research management at the control stage can be: compliance of marketing research tools with objectives, completeness of the research plan, quality of filling out questionnaires, completeness of solving problems in reports based on the results of marketing research.

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Chi, Yeong, Marvin Glen Lovett y Orson Chi. "Gaming Motivations among American College Students". International Journal of Business and Management 12, n.º 6 (18 de mayo de 2017): 211. http://dx.doi.org/10.5539/ijbm.v12n6p211.

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The purpose of this study was to examine American college students’ motivations related to video games and to identify groups exhibiting common patterns of responses. This study investigated the video gaming motivations of American college students through the adoption of a gaming motivation scale, developed by Lafrenière, et al., which was composed of 18 Likert-typed items. A questionnaire survey, administered to 191 American college students at a public university in South Texas, was employed to collect primary data for this study. The gaming motivations of these participants were examined through factor analysis, which identified four reliable factors. Cluster analysis was then employed to identify three prominent video gaming motivation groups. This research may provide practical marketing implications by proposing effective ways to better understand and target video gaming consumers. Research results may also provide direction for developing successful marketing strategies in the video gaming industry.

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Sobh, Rana y Brett A. S. Martin. "Feedback information and consumer motivation". European Journal of Marketing 45, n.º 6 (31 de mayo de 2011): 963–86. http://dx.doi.org/10.1108/03090561111119976.

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PurposeMarketers spend considerable resources to motivate people to consume their products and services as a means of goal attainment. Why people change their consumption behaviour is based largely on these goals; many products and services are used by consumers in an effort to attain hoped‐for selves and/or to avoid feared selves. Despite the importance for marketers in understanding how current performance influences a consumer's future efforts, this topic has received little attention in marketing research. The aim of this paper is to fill some of the gaps.Design/methodology/approachThe paper provides a theoretical framework and uses two studies to test this. Study 1, of 203 women, aged 27‐65, examines the predictions in the context of women and visible signs of skin aging. Feedback information is measured and approach and avoidance regulatory systems are manipulated by priming hoped‐for and feared possible selves. Study 2, of 281 undergraduate men and women, replicates the findings of Study 1 with manipulated feedback, using a different context (gym training) and a sample of both male and females.FindingsThe research shows that when consumers pursue a hoped‐for self, it is expectations of success that most strongly drive their motivation. It also shows why doing badly when trying to avoid a feared self is more motivating than doing well.Practical implicationsThe findings have important implications as they reveal how managers can motivate customers to keep using a product or service.Originality/valueThe paper makes several contributions to the consumer goal research literature since little is known about how positive (hoped‐for selves) and negative (feared selves) reference points in self‐regulation differentially influence consumer goal‐directed behaviour.

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Presi, Caterina, Charalampos Saridakis y Susanna Hartmans. "User-generated content behaviour of the dissatisfied service customer". European Journal of Marketing 48, n.º 9/10 (2 de septiembre de 2014): 1600–1625. http://dx.doi.org/10.1108/ejm-07-2012-0400.

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Purpose – This study aims to focus on the motivation of service customers to create user-generated content (UGC) after a negative service experience. In examining this relationship, the moderating role of “extraversion” personality trait is also taken into consideration. Furthermore, the paper examines how differently motivated service customers react to a firm’s service recovery strategies, whilst insights into the relationship between UGC creation and specific online platform usage are also provided. Design/methodology/approach – Structural Equation Modeling is used to test the conceptual model, based on an empirical dataset collected from an online survey research of 239 service customers. The dataset pertains to international travellers and their UGC behaviour after a negative travel experience. Findings – Altruistic, vengeance and economic motivations are strong drivers for UGC creation after a negative service experience. Motivations also correlate to participation in specific online platforms. Furthermore, it is shown that highly extraverted customers create more UGC after a negative service experience when motivated by vengeance. Finally, higher levels of altruistic and self-enhancement motivations correlate with a positive attitude towards a firm’s response, whereas customers who are motivated by vengeance have a negative attitude towards a firm’s response. Practical implications – Customers who share their negative service experience by creating UGC in social media can be segmented according to their motivation. Service providers should inspect the UGC of their customers to understand the motivation behind it. The motivation to create UGC varies across platforms, and hence, customized service recovery strategies are required. Originality/value – This paper examines UGC creation in relation to motivation, extraversion, and attitude towards a firm’s response. This is the first reported application which collectively examines important issues like these in a unified theoretical framework.

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Rahmawati, Yessica Gustya, Ika Barokah Suryaningsih y Didik Pudjo Musmedi. "PERAN CITRA MEREK SEBAGAI MEDIASI PENGARUH CELEBRITY ENDORSER DAN VIRAL MARKETING TERHADAP MOTIVASI KEPUTUSAN PEMBELIAN OREO X BLACKPINK". BISMA: Jurnal Bisnis dan Manajemen 17, n.º 3 (30 de noviembre de 2023): 192. http://dx.doi.org/10.19184/bisma.v17i3.42225.

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This research aims to examine the role of brand image as a mediator variable in the influence of celebrity endorser and viral marketing on decision motivation to purchase Oreo X Blackpink. This research was designed using explanatory research. Respondents were Blackpink fans who use social media Twitter in Indonesia. The sample used was 112 respondents with purposive sampling as the sampling method. Path analysis is a data analysis method that was used in this research. The results showed that: (1) Celebrity endorser has a significant and positive effect on brand image; (2) Viral marketing has a significant and positive effect on brand image; (3) Celebrity endorser has a significant and positive effect on purchase decision motivation; (4) Viral marketing has a significant and positive effect on purchase decision motivation; (5) Brand image has a significant and positive effect on purchase decision motivation; (6) Celebrity endorser has a significant and positive effect on purchase decision motivation through brand image; (7) Viral marketing has a significant and positive effect on purchase decision motivation through brand image.

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Roy, Rajat, Fazlul K. Rabbanee y Piyush Sharma. "Exploring the interactions among external reference price, social visibility and purchase motivation in pay-what-you-want pricing". European Journal of Marketing 50, n.º 5/6 (9 de mayo de 2016): 816–37. http://dx.doi.org/10.1108/ejm-10-2014-0609.

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Purpose The purpose of this paper is to investigate the direct and indirect effects of social visibility (private vs public), purchase motivation (intrinsic vs extrinsic vs altruistic) and external reference price (ERP) (absent vs present) on consumers’ pricing decisions in pay-what-you-want (PWYW) context. Design/methodology/approach Two empirical studies with a fitness gym as the research setting were used to test all the hypotheses; first, a lab experiment with undergraduate student participants and, the second, an online experiment with a consumer panel. Findings Both studies show that consumers allocate a higher share (RATIO) of their internal reference prices (IRPs) to the prices to be paid (PTP) in PWYW context, in private under intrinsic purchase motivation and in public under extrinsic or altruistic motivation and this effect is more pronounced in the absence of ERP. Research limitations/implications Future research may validate and extend the findings of this paper with other product or service categories, different manipulations for the key variables, other research methods such as field experiments and expand our model by including other relevant variables. Practical implications The findings of this paper will help managers understand how individual customers’ purchase motivation and the social visibility in the PWYW setting affect their pricing decisions and how providing external pricing cues may moderate these effects. Originality/value Prior research on PWYW shows mixed findings about the direct effects of many variables on consumers’ pricing decisions, but it ignores the differences in consumers’ purchase motivations and offers mixed evidence about the influence of social visibility and ERPs on payment decisions. The authors address all these gaps in this paper.

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Todd, Patricia R. y Joanna Melancon. "Gender and live-streaming: source credibility and motivation". Journal of Research in Interactive Marketing 12, n.º 1 (12 de marzo de 2018): 79–93. http://dx.doi.org/10.1108/jrim-05-2017-0035.

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Purpose The overall purpose of this study is to investigate and gain a better understanding of perceptions of source credibility and consumer motivation to view live-stream broadcasts. Of particular interest is gender differences based on the gender of the broadcaster and viewer. Design/methodology/approach Data were collected using an online survey from 998 respondents. As the preliminary examination technique, t-tests were used. Findings There are significant differences based on whether a viewer of a live broadcast is watching a source of the same gender or a different gender in source credibility. Viewing same vs opposite sex broadcasters may indicate motivation to engage with the live-video content. There are significant gender differences outcome variables of interest to live broadcasters. Research limitations/implications The context investigated was a single live-streaming provider. Practical implications The findings provide a start to understanding the differences in perceptions and motivations for watching live-stream broadcasters. This will aid marketers and broadcasters using live-stream formats on a variety of platforms in developing better content and building a more engaged viewing community. This research represents an important step in quantifying unexplored differences in gender perceptions of the source of live broadcasts that ultimately could impact not only the success of the broadcaster but also brands endorsed by these broadcasters. Originality/value This research is among the first to explore source effects and motivation in the live video context.

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Kusuma, Intan Putri, Henny Welsa y Ambar Lukitaningsih. "Analisis Produk Wisata dan Komunikasi Pemasaran Terpadu terhadap Motivasi Kunjungan Melalui Keputusan Kunjungan sebagai Variabel Intervening pada Heha Ocean View". El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam 4, n.º 5 (21 de enero de 2023): 1275–88. http://dx.doi.org/10.47467/elmal.v4i5.2796.

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This study aims to analyze tourism products and integrated marketing communications on visit decisions through visit motivation as an intervening variable in heha ocean view. This research is a quantitative research. The population used in the study were all tourists who visited Heha Ocean View, Gunungkidul Regency, totaling 80 people. Data collection techniques in this study used a questionnaire in the form of a questionnaire. The model analysis technique and hypothesis testing used by researchers is Partial Least Square (PLS) analysis with SmartPLS software. The results showed that tourism products had a significant positive effect on visit motivation, marketing communications had a significant positive effect on visit motivation, marketing communications had a significant positive effect on visit decisions, while visit motivation had a significant positive effect on visit decisions. Keywords: Tourism Products, Integrated Marketing Communication, Visit Decision, Visit Motivation

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Shavitt, Sharon, Carlos J. Torelli y Jimmy Wong. "Identity-based motivation: Constraints and opportunities in consumer research". Journal of Consumer Psychology 19, n.º 3 (julio de 2009): 261–66. http://dx.doi.org/10.1016/j.jcps.2009.05.009.

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Selamet, Thamrin, Tirta Nugraha Mursitama, Asnan Furinto y Pantri Heriyati. "Multi-Level Marketing Firm Research and Industry Development: A Systematic Literature Review". Webology 19, n.º 1 (20 de enero de 2022): 3561–69. http://dx.doi.org/10.14704/web/v19i1/web19235.

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Multilevel marketing (MLM), network marketing, and network marketing direct sales organizations are some of the terms used to describe in the related direct selling industry. The network marketing industry is rapidly expanding, particularly during times of crisis, and is quickly becoming a popular opportunity among other industries. It is a fantastic opportunity for people who want to start a business but lack the necessary capital. It also allows them to improve their presentation, communication, motivation, and interpersonal skills. This research paper aims to understand the mapping of MLM research topics by examining various research papers from well-known and trusted digital libraries. This systematic literature research paper can serve as a reference for future research on the Multilevel Marketing industry. Based on these findings, the MLM industry's management and strategy research is largely unexplored and there is still a significant and necessary gap in research on the MLM industry.

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Simasathiansophon, Nalin. "TOURIST PREFERENCES AND EXPECTATIONS IN HEALTH TOURISM OF BAN THUNG PRADU, PRACHUAP KHIRI KHAN PROVINCE, THAILAND". EUrASEANs: journal on global socio-economic dynamics, n.º 3(22) (2 de junio de 2020): 66–71. http://dx.doi.org/10.35678/2539-5645.3(22).2020.66-71.

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This research aims to study tourist preferences and expectations in health tourism of Ban Thung Pradu. Tourist motivation is divided here into push and pulls types of motivation. The research also analyzed service marketing mix (7Ps) which is affecting tourist decisions to travel to Ban Thung Pradu. The population of this study consisted of those tourists who visited Ban Thung Pradu recently. Probability sampling method and simple random sampling were used to select the sample group. There were 69 samples in this research. The questionnaire was used to collected data from the sample. Questions covered various sides of tourist motivation and service marketing mix. The results show that learning new experience from a new environment has the most influence on tourist decision-making. Further motivations influencing decision-making include the reward received after hard work, spending time with friends, having good vacation time, and participating in an interesting activity respectively. Decision-making in terms of activity was affected by motivation the most. This was, probably, because of the interesting activities involved, good home stay, and professionalism of the service providers in Ban Thung Pradu.

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Fullerton, Ronald A. "The birth of consumer behavior: motivation research in the 1940s and 1950s". Journal of Historical Research in Marketing 5, n.º 2 (26 de abril de 2013): 212–22. http://dx.doi.org/10.1108/17557501311316833.

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Wulandari, Ririn y Wei-Loon Koe. "The Factors that Influence the Intention of Marketing and Technological Innovation in MSMEs". Marketing and Management of Innovations 13, n.º 4 (2022): 120–35. http://dx.doi.org/10.21272/mmi.2022.4-12.

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Innovation drives change, and conversely, innovation occurs because of change. Initially, innovation was only oriented toward technology in discovering new products. Only large companies could do it since it requires a challenging process. All levels, including MSMEs, could carry out further developments and innovation because innovation is not only about technological innovations. Based on this, the research objectives are to analyze the influence of the MSME owner’s characteristics on the intention of marketing and technological innovation through attitude and motivation in Indonesia. SEM analysis with the Smart-PLS program was used to answer the research objectives. The population in this study is the Indonesian micro, small, and medium enterprises from various types of businesses. Samples are 128 respondents to meet Hair theory. The minimum threshold for processing by the Smart PLS program is 100. Judgment sampling is defined as the sampling technique. The results of this study are attitude and motivation affect innovation intentions, both directly and as intervening variables that encourage curiosity, optimism, and risk-taking. Opinion leadership, social status, attitudes, and motivation influence the intention of marketing innovation, whereas awareness, financial stability, optimism, risk-taking, attitudes, and motivation directly affect the intention of technological innovation. The findings of this study are useful for the government and social organizations as a companion for MSMEs to massively increase intention in innovation for MSMEs by creating activities that foster attitudes and motivation to innovate. With the massive formation of attitudes and motivation to innovate, several characteristics possessed by MSME owners are encouraged to strengthen, thus giving rise to the intention to innovate. The innovations carried out by MSMEs on a massive scale can improve their performance and become a solution to the downturn. These characteristics, attitudes, and motivations are the novelty of this research, which are the factors influencing the intention to innovate, both marketing and technological innovation.

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Permana, Fauzhan Pratama, Nor Norisanti y Resa Nurmala. "Penerapan Motivasi Ekstrinsik dan Fleksibilitas Kerja Terhadap Kinerja Karyawan pada Divisi Marketing PT. Parastar Distrindo Sukabumi". Journal of Management and Bussines (JOMB) 5, n.º 2 (27 de agosto de 2023): 1068–74. http://dx.doi.org/10.31539/jomb.v5i2.6601.

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This study aims to determine whether the application of extrinsic motivation and work flexibility has an influence that can increase employee performance in the marketing field of PT. Parastar Distrindo Sukabumi Branch. This research method uses descriptive and associative research methods with a quantitative approach. The results of this study indicate that there is a positive and significant influence between extrinsic motivation on employee performance, and there is a positive and significant influence between work flexibility on employee performance and simultaneously the application of extrinsic motivation and work flexibility can improve the performance of marketing employees at PT. Parastar Distrindo Sukabumi Branch. In conclusion, there is a positive influence in the application of extrinsic motivation and work flexibility on the performance of employees in the marketing division. Keywords: Work Flexibility, Employee Performance, Extrinsic Motivation

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Costa Pinto, Diego, Márcia Maurer Herter, Patrícia Rossi, Walter Meucci Nique y Adilson Borges. "Recycling cooperation and buying status". European Journal of Marketing 53, n.º 5 (13 de mayo de 2019): 944–71. http://dx.doi.org/10.1108/ejm-09-2017-0557.

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Purpose This study aims to reconcile previous research that has provided mixed results regarding motivation for sustainable behaviors: pure altruism (cooperation) or competitive altruism (status). Drawing on evolutionary altruism and identity-based motivation, the authors propose that a match between pure (competitive) altruism and individualistic (collectivistic) identity goals enhance consumers’ motivations to engage in recycling (green buying). Design/methodology/approach Three experimental studies show how pure and competitive altruism are associated with specific sustainable consumption (Study 1) and how altruism types should be matched with identity goals to motivate sustainable consumption (Studies 2 and 3). Findings Study 1 shows that pure altruism is associated with recycling but not with green buying. Studies 2 and 3 show that pure (competitive) altruism and individualistic (collectivistic) goals lead to higher recycling (green buying) intentions. Research limitations/implications The present research extends previous findings by showing that pure and competitive are indeed associated with specific sustainable behaviors. The authors suggest that the interaction between motives and identity goals can lead to a greater impact on recycling and green buying intentions. Practical implications Public policymakers and companies will benefit by better understanding how specific combinations of altruism types and identity goals can foster recycling or green buying intentions. Originality/value This research is the first to show how matches between pure and competitive altruism types and individualistic and collectivistic identity goals affect consumers’ motivations to engage in recycling and green buying.

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Glavinić, Jerko y Ljiljana Najev Čačija. "Marketinške aktivnosti neprofitnih organizacija u funkciji motivacije mladih na volontiranje". Oeconomica Jadertina 8, n.º 2 (12 de diciembre de 2018): 3–21. http://dx.doi.org/10.15291/oec.2737.

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The non-profit sector of recent decades arises the interest of researchers and the public not only for its growth, but also the benefits it brings to the entire society. Non-profit organizations are sectoral development initiators, whereby human resources are also needed to achieve targets oriented at different target groups. In order to successfully dedicate non-profit organizations to target groups, the paramount importance is assigned to performance of marketing activities. Key segments, namely target groups, are represented by users, donors, volunteers, employees and the general public. In the context of human resources, volunteers play a major role. Therefore, one of the tasks of marketing activities is the motivation of volunteers for their engagement. The aim of this paper is to examine the impact of non-profit organizations marketing activities on six motivational functions of volunteering among young people. These functions are: protection, values, career, society, understanding and respect. Research results suggest that marketing activities have a positive impact on motivational functions of protection and career, whereas this impact has not been confirmed on the function of understanding and value. The impact was partially confirmed on the function of society and respect. The results of the research contribute to a better understanding of volunteer motivation and the active role of the organizations in its development by applying the optimal combination of marketing activities.

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Mutiara Sholihah, Alvina, Eda Eda y Tiara Muntiarsih. "Sales Volume Improvement From Marketing Communication Skills Perspective". International Journal of Business, Law, and Education 5, n.º 1 (25 de abril de 2024): 1332–37. http://dx.doi.org/10.56442/ijble.v5i1.546.

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The purpose of this study is to determine the effect of marketing communication skills on increasing insurance sales volume of PT Axa Mandiri Financially Service. Marketing communication skills are proxied with 3 free indicators, namely knowledge, skills, motivation. The type of research used in this study is quantitative research. The sampling technique used is purposive sampling with a sample of 50 respondents. This study is an associative study. The data used in this study were obtained using research instruments, namely questionnaires, then analysis through validity tests, reality tests, classical assumption tests, regression analysis, coefficients of determination, and tests between knowledge variables (X₁), skills (X₂), and motivation (X3). Partially, the variables of knowledge (X₁), skill (X₂), and motivation (X3) have a positive effect on increasing insurance sales volume at PT Axa Mandiri Financially Service.

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İrem Erdoğmuş, Zeynep, Gökhan Esen y Melisa Karakaya Arslan. "Online Esports Engagement: Motivational Antecedents and Marketing Outcomes". Athens Journal of Sports 10, n.º 3 (24 de agosto de 2023): 145–62. http://dx.doi.org/10.30958/ajspo.10-3-2.

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Esport is becoming one of the fastest-growing sports branches and providing remarkable advertising and sponsorship opportunities for brands. This research aims to understand what motivates online esports spectators to engage in esports and the way that motivations and engagement influence their purchase intention toward advertised and sponsored products during esports events. The proposed model was tested using structural equation modeling with 436 esports spectators. The results imply that esports engagement has mainly been driven by parasocial interaction between online esports spectators and players. Various motivations were found to act upon the emersion of different esports engagement dimensions, among which a hierarchy of effects existed. Affective and behavioral esports engagement positively influenced advertising sponsorship effectiveness during esports events. Along with providing a definition of esports engagement, this research creates a theoretical linkage between uses and gratifications theory, sports consumption motivations, and esports engagement; and explores how esports engagement leads to the willingness to buy products advertised during esports events and/or products of official esports sponsors. Keywords: esports, motivation, sponsorship, uses and gratifications, parasocial interaction

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Haridasan, Anu C. y Angeline Gautami Fernando. "Online or in-store: unravelling consumer’s channel choice motives". Journal of Research in Interactive Marketing 12, n.º 2 (11 de junio de 2018): 215–30. http://dx.doi.org/10.1108/jrim-07-2017-0060.

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PurposeThe purpose of this study is to compare online and in-store shoppers motivations based on product type.Design/methodology/approachMeans-end approach was used to extract motivational factors that drive shoppers channel choice for hedonic and utilitarian products. A total of 100 respondents were interviewed using laddering technique. Hierarchical virtual maps were constructed to determine values associated with attributes and consequences identified by the consumer.FindingsShopping motivations differed for online and in-store shoppers based on product type. Variety, value for money and delivery were important attributes for online shoppers. In-store shoppers looked for social interaction and personalized attention. Convenience, affordability and gratification were unique online consequences, while nostalgia and loyalty benefits were specific to in-store hedonic purchases. Self-confidence, availability of wider choices and in-store shopping experience were the values sought for hedonic products. Control of shopping experience was the desired value for utilitarian purchases irrespective of channels.Research limitations/implicationsThis study contributes to shopping motivation research by comparing motives of online and in-store shoppers for hedonic and utilitarian products.Practical implicationsRetailers need to enhance online trust and strengthen in-store customer service for hedonic products. They should also work on the online delivery capabilities and in-store personalized services for utilitarian purchases.Originality/valuePrior research on deconstructing channel choice motivations based on product type is sparse. This paper uses hierarchy of means-end elements to illustrate attributes and consequences that drive consumer motives and values.

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Boukis, Achilleas, Kostas Kaminakis, Anastasios Siampos y Ioannis Kostopoulos. "Linking internal marketing with customer outcomes". Marketing Intelligence & Planning 33, n.º 3 (5 de mayo de 2015): 394–413. http://dx.doi.org/10.1108/mip-02-2014-0024.

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Purpose – The purpose of this study is to explore how the adoption of an internal marketing (IM) programme in a retail banking setting enhances some positive employee behaviours that promote customer perceived service quality. Design/methodology/approach – A multilevel research design is adopted which draws evidence from branch managers, employees and customers in order to investigate whether branch manager’s adoption of an IM philosophy affects front-line employee responsiveness to the firm’s IM strategies and their levels of motivation, empowerment and organizational identification (OI), respectively. Findings – Results indicate that manager’s IM adoption can enhance employee adoption of IM and raises their levels of motivation, empowerment and OI. The moderating role of manager-employee dissimilarity is also discussed. Finally, findings confirm that employee motivation, empowerment and OI affect customer perceptions of service quality. Originality/value – This study provides an important shift by formally including IM into multilevel marketing research and establishes another link in the IM-organizational performance relationship, uncovering some behavioural routes through which the positive effects of IM can add to the achievement of firm’s external marketing objectives.

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Gupta, Suraksha. "Motivating resellers of the international brand in competitive markets". Qualitative Market Research: An International Journal 23, n.º 4 (10 de agosto de 2020): 663–77. http://dx.doi.org/10.1108/qmr-11-2017-0150.

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Purpose The purpose of this paper is to explore how brand managers can motivate resellers who are not directly associated with the brand and know the brand through a local or a national level distributor. Findings of this study provide insights into factors that can lead a brand manager motivate resellers through a reseller motivation pyramid. Design/methodology/approach Using qualitative data collected from brand managers, different themes of reseller motivations were evaluated. Findings An overlap between organizational goals, resource-related needs and capabilities of resellers are indicative of modification required in reseller management strategy to keep resellers motivated. Research limitations/implications This research suffers from lack of quantitative data that could enable the researcher to establish the linkages discussed. Originality/value This research extends current understanding about intrinsic motivations of resellers to promote a brand in competitive markets.

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Jamali y Muhammad Jamil. "The Effect of Marketing Communications on Consumer Decisions in Using The XL Cellular Card In Banda Aceh: Consumer Motivation a Mediation Variable". Indonesian Journal Economic Review (IJER) 1, n.º 1 (10 de septiembre de 2021): 10–18. http://dx.doi.org/10.35870/ijer.v1i1.18.

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Modern marketing is not only oriented by developing good products, interesting rate members, and making them affordable for consumers, but the company has to build communication with the potential consumers in order to receive their aspirations and wills intended to fulfill and satisfy the consumers' need. This research is focused on the impact of marketing communication on the consumers' decision in using cellular card XL, through consumers' motivation. The goal of this study is to determine whether there is an indirect effect of marketing communication for consumer decisions through consumer motivation. The object of this study is the user's XL in Banda Aceh. The sampling method used in this study is the purposive sampling method, the method of sampling based on certain criteria. The analysis technique used is path analysis. The result of this study indicates that marketing communication directly has positive and significant effects on consumers' motivation, consumers' motivation has positive and significant effects on consumers' decisions, and marketing communication has positive and significant effects on consumers' decisions. Meanwhile, marketing communication indirectly has positive effects on consumers' decisions through consumers' motivation.

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Map, Jurnalmap, Endang Soekowati, Wasis Budiarto y Indra Prasetyo. "PENGARUH DIKLAT FUNGSIONAL, KOMPETENSI SDM DAN MOTIVASI TERHADAP PENGEMBANGAN KARIER KARYAWAN BAGIAN MARKETING PADA BANK PEMBIAYAAN RAKYAT SYARIAH (BPRS) BHAKTI SUMEKAR SUMENEP". MAP (Jurnal Manajemen dan Administrasi Publik) 2, n.º 03 (15 de julio de 2019): 306–17. http://dx.doi.org/10.37504/map.v2i03.203.

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ABSTRACT This research was conducted at the ShariÔÇÖa People's Financing Bank (BPRS) Bhakti Sumekar Sumenep with a total sample of 50 people. To analyze which variables between functional training, HR competency, and motivation have a dominant and significant effect on the career development of employees of the marketing department of the Islamic People's Financing Bank (BPRS) Bhakti Sumekar Sumenep. Analysis of data using SPSS, this type of research is explanatory research using quantitative research approaches. The results showed that: 1) Simultaneously functional training, HR competency and motivation had a significant influence on the career development of marketing division employees at the Islamic People's Financing Bank (BPRS) Bhakti Sumekar Sumenep. 2) Partially functional training, HR competency and motivation have a significant influence on the career development of marketing division employees at the Syariah Community Financing Bank (BPRS) Bhakti Sumekar Sumenep. Keywords: Functional Training (X1), HR Competencies (X2), Motivation (X3), And Career Development (Y)

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Shao, Wei, Mitchell Ross y Debra Grace. "Developing a motivation-based segmentation typology of Facebook users". Marketing Intelligence & Planning 33, n.º 7 (5 de octubre de 2015): 1071–86. http://dx.doi.org/10.1108/mip-01-2014-0014.

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Purpose – The purpose of this paper is to demonstrate the importance of user-motivation as well as demographics in developing an effective segmentation strategy of Facebook users. Additionally, the paper seeks to add validity to the scale developed by Park et al. (2009) by using a full spectrum of Facebook users. Design/methodology/approach – A self-administered survey was employed to explore access motivations, frequency and session duration of Facebook users. The survey was e-mailed to 2,129 potential respondents with 530 valid responses received. Data were initially analysed by hierarchical cluster analysis to develop the cluster solution. Cluster means were then used as cluster centres for a K-means cluster analysis for all cases. The relationship between the clusters and Facebook activity variables was investigated through ANOVA while independent samples t-tests were employed to analyse the relationship between motivations and demographics. Lastly χ2-tests were used to explore the relationship between Facebook user segments and demographics. Findings – The results indicate four distinct types of Facebook users: Devotee, Agnostic, Socializer and Finder. Devotees were highly positive about Facebook use while Agnostics were least motivated to use Facebook. Socializers were motivated to use Facebook for socializing and entertainment while Finders were motivated to use Facebook for information seeking. These four distinct groups are validated by examining their individual behaviour regarding frequency of access to Facebook and the average amount of time spent on Facebook per visit. Demographic variables such as gender and age were found to be significantly related to Facebook user-motivation and segmentation. Practical implications – For marketers who communicate with market segments via social media, the findings of this study are highly significant. To date, marketers have found it difficult to fully exploit the benefits of Facebook. The authors argue this is due to a tendency to consider Facebook users as a single segment rather than understanding the nuances of different user segments. This research provides marketers with a motivation and demographic segmentation strategy for Facebook users. Originality/value – Despite the popularity of Facebook as a communication channel, from a marketing perspective little is known regarding Facebook user segments. This research addresses this gap by undertaking a segmentation study of Facebook users. A segmentation typology is developed in which both Facebook user motivations as well as demographic variables are found to be useful in describing user segments. Additionally, the study makes important theoretical contributions by extending uses and gratifications theory to the Facebook context and adding validity to the scale developed by Park et al. (2009) for use with the full spectrum of Facebook users.

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Yang, Jin-Hua, Fa-Yu Lei, Jin-He Zhang, Ying Song y Chang Wang. "Altruistic Motivation, Moral Elevation and Tourism Support Behavior: An Empirical Study Based on Cause-Related Marketing in Tourist Destinations". Sustainability 15, n.º 5 (21 de febrero de 2023): 3888. http://dx.doi.org/10.3390/su15053888.

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The theoretical research on cause-related marketing in the field of tourism is comparatively lacking. This study aims to examine the role of moral elevation in the cause-related marketing of tourist destinations. Taking Zhangjiajie, China as a case study, based on the stimulus-organism-response framework, this research develops a model of altruistic motivation, moral elevation and tourism support behavior. The results show that altruistic motivation has a significant positive impact on the emotional component, the views of humanity and the desire to be a better person; the desire to be a better person has a significant positive impact on tourism support behavior, and it also plays a mediating role between altruistic motivation and tourism support behavior. This study applies cause-related marketing theory to the research of tourist destinations, which can provide useful suggestions for the marketing of other tourist destinations under the background of the COVID-19 epidemic.

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Adelia, Adelia, Rahmad Solling Hamid, Sofyan Syamsuddin y Muhammad Ikbal. "Innovation Orientation, Self-Motivation, and Marketing Communication: Their Role in Supporting the Marketing Performance of Women Entrepreneurs in Micro, Small, and Medium Enterprises". Proceedings Series on Social Sciences & Humanities 15 (18 de enero de 2024): 9–14. http://dx.doi.org/10.30595/pssh.v15i.917.

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Background: The marketing landscape in the context of micro, small, and medium enterprises (MSMEs) has witnessed profound transformations driven by innovation, self-motivation, and marketing communication strategies. Understanding the intricate interplay of these factors is essential to empowering and uplifting women entrepreneurs within this sector, fostering their marketing success and economic contributions. This study aims to examine the relationship between innovation orientation, self-motivation, marketing communication, and marketing performance among women entrepreneurs. Method: The empirical analysis was conducted using a sample of 130 women entrepreneurs in micro, small, and medium enterprises. This study used an online survey for data collection. After passing reliability and validity tests, the data were analyzed with partial least squares structural equation modeling. Results: The research results indicate that innovation orientation has a significant positive direct influence on marketing communication. Innovation orientation also has a significant direct positive influence on marketing performance. Furthermore, self-motivation has a significant positive direct influence on marketing performance. Finally, self-motivation also has a significant positive influence on marketing performance. Conclusion: This study illuminates the pivotal roles of innovation orientation, self-motivation, and marketing communication in bolstering the marketing performance of women entrepreneurs in micro, small, and medium enterprises (MSMEs). The findings underscore the multifaceted nature of these influences, emphasizing the need for tailored strategies and support mechanisms to empower women entrepreneurs in their marketing endeavors, ultimately contributing to the growth and sustainability of MSMEs.

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Yousaf, Anish, Makhmoor Bashir y Insha Amin. "Youth motivations to watch sports in Indian context: exploring cross-nationality and cross-gender differences". Management & Marketing 10, n.º 4 (1 de diciembre de 2015): 330–40. http://dx.doi.org/10.1515/mmcks-2015-0022.

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AbstractThe current study revolves around research in sport consumption motivations exploring Nationality and Gender difference across fan motivations to watch sports in a way similar to Kwon and Trail (2001) in Indian context, a subject neglected until now. Data was collected from 260 respondents from India’s largest Private University. Findings reveal Group Affiliation as the most important motivation followed by Eustress (entertainment), Aesthetics, and Self-Esteem. Betting on sports was found as the least preferred motivation. Findings revealed Nationality having a significant impact on Group Affiliation and Aesthetics while Gender has a significant impact on Group Affiliation, Eustress as well as on level of identification with sport. These findings have implications for sports marketers of different sporting events involved in marketing of sports related activities to enhance their marketing practices. The results of the current study are of interest for physical education departments of large private Universities which can use them to promote their sports events at a large scale. The last section of the study discusses the results in detail followed by directions for future research.

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Kim, Joo y Sun Nam Kim. "A Study on the Reading Motivation of Korean Web Novel Users: Focusing on the theory of Use and Gratification". Korean Publishing Science Society 108 (31 de octubre de 2022): 5–26. http://dx.doi.org/10.21732/skps.2022.108.5.

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The purpose of this study is double fold. One is to derive the types of reading motivation of web novel users based on the theory of use and gratification. The other one is to empirically investigate the relationship between their satisfaction and continuous use intention. For the research data were collected through a nine-day survey. 324 users who had read web novels from November 1 to November 8, 2021 were participated in the survey. From the analyses five types of motivations were found, including 'information', 'convenience', 'entertainment', 'relationship pursuit', and 'curious pursuit'. Among these motivational types, 'convenience' was the most influential one in determining the satisfaction of web novel users. This shows that convenience is the most important factor which web novel users pay attention to in reading web novels. It was also found that the user's satisfaction had a significant effect on the intention to continue the use of web novels. In other words, the more satisfied users were, the higher their intention to continue the use in the future.On the basis of this study suggests that marketing strategies should focus on the convenience-related motivation of web novel users. This marketing strategies are believed to be useful because the convenience-related motivation is likely to not only increase their satisfaction but also contribute to the intention of using them in the future.

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Pounders, Kathrynn, Christine M. Kowalczyk y Kirsten Stowers. "Insight into the motivation of selfie postings: impression management and self-esteem". European Journal of Marketing 50, n.º 9/10 (12 de septiembre de 2016): 1879–92. http://dx.doi.org/10.1108/ejm-07-2015-0502.

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Purpose Social media enables consumers to regularly express themselves in a variety of ways. Selfie-postings are the new tool for self-presentation, particularly among millennials. The purpose of this paper is to identify the motivations associated with selfie-postings among female millennials. Design/methodology/approach The exploratory study consisted of 15 in-depth interviews with women who were 19-30 years of age. The analysis of data was facilitated by an iterative constant comparison method between data, emerging concepts and extant literature. Findings Textual analysis reveals impression management to be pivotal in understanding the consumer selfie-posting process. Other sub-themes include happiness and physical appearance. In addition, self-esteem was revealed as a motivator and an outcome. Research limitations/implications The study was limited to females who were 19-30 years of age. Future research should include males and a wider age group and focus on empirical testing of the identified themes. Practical implications This research sheds light on the motivation and outcomes associated with selfie-postings. Implications for marketers and advertisers include a better understanding of how to engage consumers to post content in the form of selfies with brands and products. Originality/value This paper fulfils an identified need to explore the growing trend of selfie-postings and contributes to academic literature in consumer behavior by identifying the motivations of selfie-postings.

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Eastman, Jacqueline Kilsheimer y Rajesh Iyer. "Understanding the ecologically conscious behaviors of status motivated millennials". Journal of Consumer Marketing 38, n.º 5 (11 de agosto de 2021): 565–75. http://dx.doi.org/10.1108/jcm-02-2020-3652.

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Purpose This paper aims to test the relationship between millennials’ status motivation and their ecologically conscious consumer behavior (ECCB) and the mediating role of culture influencing this effect. Design/methodology/approach A panel of millennials was surveyed using established scales to measure their status motivation, cultural values and ECCB. Findings The findings demonstrate status motivation has a positive effect on millennials’ ECCB. The findings indicate that the cultural values of collectivism, power distance and masculinity mediate the relationship between status motivation and ECCB. Research limitations/implications This study looked at responses from one generation, millennials, in one country, the USA. Practical implications Status motivation can impact ECCB and cultural values mediate this relationship. Status motivation can directly impact ECCB, as well as work positively through the cultural values of collectivism and power distance and negatively through masculinity. Social implications The results suggest ECCB for status-motivated millennials is driven by both status motivation and their collectivism, power distance and masculinity. To encourage millennials’ ECCB, public policymakers and marketers should emphasize the social influences of sustainable behaviors and how these behaviors make them stand out from others who are not sustainable and target those who view women as equal to men. Originality/value This research examines how millennials’ status motivations impact their ecologically conscious behaviors both directly and through the mediating role of cultural values. This research contributes by answering the call for looking at the influence of cultural values on environmental behaviors. It offers a possible reason for the mixed findings previously in the literature regarding status and sustainability by illustrating status motivations may work both directly and through cultural values in influencing ECCB. Thus, it is one of the first studies to demonstrate culture’s mediating effect in the area of sustainability.

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Sramova, Blandina y Jiri Pavelka. "Gender differences and wellbeing values in adolescent online shopping". International Journal of Retail & Distribution Management 47, n.º 6 (10 de junio de 2019): 623–42. http://dx.doi.org/10.1108/ijrdm-08-2017-0173.

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Purpose The purpose of this paper is to determine the gender differentiation of adolescents in their online shopping motivation based on utilitarian and hedonic values as an expression of well-being. It is necessary to find out whether and to what extent utilitarian and hedonic values act as motivations in online shopping. The aim was to find whether boys and girls differ in their average individual values representing motivators in a specific, individual online shopping behavior, while assuming that a higher frequency of occurrence of the value areas represents a higher level of well-being. Design/methodology/approach The research focused on finding if individual motivational areas of online shopping, in which utilitarian and hedonic values are applied, are differently represented by Slovak boys and girls. The research sample comprised of the Slovak adolescents (n=420, AM age=16.75). A modified questionnaire investigated the motivation for online shopping. Findings Research findings pointed to a higher degree of well-being in adolescents’ online shopping motivational structures based on utilitarian and hedonic motivations. The research study indicated different motivational structure based on utilitarian and hedonic values which are associated with online shopping behavior of the adolescents in relation to their gender. The outcomes showed that there was a larger representation of the utilitarian values related to online shopping by adolescent boys. The adolescent boys more often appreciated choice, availability of information, lack of sociality and cost savings. Adolescent boys and girls had equal hedonistic value motivations. Practical implications At the time of the digital marketing boom, the knowledge of adolescents’ behavior in the online shopping environment is important for marketing communication. Adolescents will represent a strong segment of buyers in the digital market in the near future. Thus, aiming for the improvement in well-being by respecting the gender differentiation, retailers could create a more effective marketing communication design that would be targeted at the current Generation Z. The findings are important for the preparation and creation of the design of the online-activities marketing in individual cultural regions. Originality/value There is a notable absence in the monitoring of the well-being values in adolescent online shopping in Europe, especially in the post-communist EU countries. The Slovak Republic is one of the dynamically developing post-communist countries of the EU. Its position in the OECD which measures subjective well-being is very low. The research can become a starting point for forming the theory of online shopping behavior, assuming gender unification in the areas of hedonic values and motivations not only for the Generation Z but for all online shopping consumers in the second decade of the twenty-first century. The presented research is thus practical in order to adequately set up the online communication and the research use of a diagnostic tool in the European space. The authors see the research as a pilot study, which gives the opportunity for subsequent intercultural comparison. Knowledge of gender differences and indicators of well-being tendencies in the motivational structure of adolescents may be applicable for supporting and regulating the online shopping behavior of adolescents, as well as for the explanation and theoretical modeling of this behavior.

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Ciasullo, Maria Vincenza, Roberto Tommasetti, Orlando Troisi y Massimiliano Vesci. "Curiosity as Brazilian tourist motivation in visiting Europe". Revista Brasileira de Pesquisa em Turismo 13, n.º 3 (1 de septiembre de 2019): 140–60. http://dx.doi.org/10.7784/rbtur.v13i3.1596.

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Although the theme of push and pull motivations has received increasing attention in tourist behavior literature, little attention has been devoted to the investigation of the interaction between single push motivations and visitor loyalty and other relevant variables influencing tourist behavior. Given its undoubtable relevance in motivating human behavior, we propose curiosity as a single push motive by examining its causal relationships with destination attributes (evaluated in holistic way), attitude toward destination, and loyalty. In particular, we tested a new research model on a sample of 273 potential Brazilian travelers to Europe by using a structural equation modeling approach. Sample size is in line with the state-of-the-art in literature (Ciasullo et al., 2017). The data moderately well fitted the “curiosity model” and the findings highlighted that curiosity plays a crucial role in shaping attitude and pull motivation, and in influencing tourist loyalty. Consequently, destination managers or European Union institutions should magnify the role of curiosity, attitude towards destination, and pull motivations in terms of marketing policies.

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Findsrud, Rolf, Bård Tronvoll y Bo Edvardsson. "Motivation: The missing driver for theorizing about resource integration". Marketing Theory 18, n.º 4 (23 de marzo de 2018): 493–519. http://dx.doi.org/10.1177/1470593118764590.

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Resource integration is vital to value co-creation. However, most research focuses on competencies as enablers of resource integration and the social aspects that guide them. Based on a literature review of resource integration and motivation theories, this article proposes including motivation as a driver of resource integration and integrating concepts from motivation theories into the resource integration process. This approach extends the understanding and conceptualization of actors’ resource integration processes, such that motivation determines the direction, intensity, and persistence of effort. When they engage in behavioral and cognitive activities, actors interact with resources, which informs the actors and influences their competences and motivation. Accordingly, motivation is central for a clear understanding of the psychological mechanisms of resource integration processes, as motivation expands the explanatory power of sociological factors by including intensity and persistence.

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Anggraeni, Feti y Imanuddin Hasbi. "Successful Businesses in Sukabirus Food Court". Journal of Secretary and Business Administration 3, n.º 1 (12 de febrero de 2019): 83. http://dx.doi.org/10.31104/jsab.v3i1.100.

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This research was conducted at the Sukabirus Food Court. Pujasera Sukabirus is a place to eat consisting of food counters offering a variety of varied menus. Sukabirus Food Court is an open and informal dining area. This business has been moving since the beginning of July 2018. Responding to this, this study aims to examine the effect of entrepreneurial motivation and entrepreneurial marketing on the success of businesses at food outlets in Sukabirus Food Court. The research uses quantitative research methods. This research uses sampling techniques on non-probability sampling, namely saturated sampling because members of the population amount to 30 people and the entire population is a sample. The sample in this study amounted to 30 respondents. Data collection in this study was conducted by distributing questionnaires distributed to all respondents namely, owners of food outlets in Sukabirus Food Court. Data analysis techniques used multiple regression analysis and descriptive analysis. The results showed that respondents' responses to entrepreneurial motivation in the good category with a score of 77.3%, respondents' responses to entrepreneurship marketing in the excellent category with a score of 70.31% and respondents' perception of business success in good categories with a score of 69.7%. The conclusion of this study is entrepreneurial motivation and entrepreneurial marketing have a positive and significant effect on business success with a score of 79.1%. These results can be interpreted that the increase in entrepreneurial motivation and entrepreneurial marketing in the Sukabirus Food Court business will have an effect on increasing business success. Keywords: business success, entrepreneurial marketing, entrepreneurship motivation, food court.

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Siregar, Dahrul. "Pengaruh Efikasi Diri dan Motivasi Intrinsik terhadap Kinerja Karyawan pada PT. Bank X". JUPIIS: JURNAL PENDIDIKAN ILMU-ILMU SOSIAL 13, n.º 1 (15 de junio de 2021): 230. http://dx.doi.org/10.24114/jupiis.v13i1.24158.

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Each employee has different performance from one another, this is due to several factors including self-efficacy and intrinsic motivation, so this study aims to determine and partially analyze the effect of self-efficacy on performance and intrinsic motivation on performance and influence in a partial way. simultaneous self-efficacy and intrinsic motivation on the performance of the Marketing Division employees at PT. Bank X This type of research is an associative study, using a quantitative approach. The population in this study amounted to 60 people, so that all populations were sampled in this study. The data analysis technique in this study used multiple regression analysis. Based on the results of hypothesis testing, it can be concluded that partially there is a positive and significant influence between self-efficacy on employee performance in the marketing division, there is a positive and significant influence between intrinsic motivation on employee performance in the marketing division, there is a positive and significant influence between self-efficacy and intrinsic motivation of division employees marketing, there is an effect of self-efficacy, intrinsic motivation on employee performance simultaneously employees of the marketing division of PT. Bank X

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Beard, Fred. "Forgotten classics: Motivation in Advertising, by Pierre Martineau (1957)". Journal of Historical Research in Marketing 8, n.º 4 (21 de noviembre de 2016): 585–94. http://dx.doi.org/10.1108/jhrm-05-2016-0012.

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Purpose The purpose of this paper is to review and summarize Pierre Martineau’s Motivation in Advertising and to assess its status as a valid forgotten classic of the marketing literature. Design/methodology/approach Motivation in Advertising is reviewed and summarized, and its contributions to marketing and advertising history, thought and practice are assessed. Findings Martineau was among a handful of figures behind the “motivation research” movement among marketers and advertisers during the late 1940s to the 1960s. His “new philosophy” regarding communication theory, persuasion and advertising message strategy and tactics remains highly influential and relevant. Written during a period of tremendous growth in consumption in the USA and a revolution in the use of qualitative research in marketing and advertising, Martineau’s book represents much more than a work about his experiences with motivation research, but a significant contribution to advertising communication theory as well. Originality/value Pierre Martineau was the subject of a historical biography (Martin, 1985), which also focused substantially on the principal themes and contributions of Motivation in Advertising. The book was also widely reviewed shortly after its publication. This more recent review and assessment, however, reveals the work’s valuable historical insights into how postmodern consumption evolved and many present-day perspectives of consumer behavior and advertising effects coalesced during the Consumer Revolution and at the outset of modern advertising’s “Golden Age”.

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Wang, Kuo-Yan, Azilah Kasim y Jing Yu. "Religious Festival Marketing: Distinguishing between Devout Believers and Tourists". Religions 11, n.º 8 (12 de agosto de 2020): 413. http://dx.doi.org/10.3390/rel11080413.

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Customer classification is an integral part of marketing planning activities. Researchers have struggled to classify “pilgrims” and “tourists” because these groups overlap to a large extent in terms of their identities while participating in religious activities/sightseeing. To achieve sustainable tourism development for the region with rich religious and cultural characteristics, the present article outlines a process for analyzing the motivation of participants attending religious festival of Mazu in Taiwan and then classifies religious festival participants according to their motivations. Using cluster sampling, a total of 280 responses were obtained and analyzed. The results revealed four different motivation categories: Fun traveler, devout believer, cultural enthusiast, and religious pragmatist. The study concludes that while festivalgoers are influenced by secularization to some extent, the original doctrine of the religion epitomized in the festivals fundamentally retains the essence and spirit of its religious rituals. The findings may have a significant value for the development of religious tourism marketing as it offers a foundation for future research seeking to develop regional cultural and religious sightseeing attractions sustainably.

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Bassam Mahmoud, Ali. "Linking information motivation to attitudes towards Web advertising". Journal of Islamic Marketing 5, n.º 3 (2 de septiembre de 2014): 396–413. http://dx.doi.org/10.1108/jima-02-2013-0011.

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Purpose – The purpose of this research is to investigate the relationships among Syrian consumers’ information motivation and beliefs about and attitude towards Web advertising. Design/methodology/approach – A cross-sectional investigation is conducted and the proposed model is tested and revised using structural equation modeling technique. Findings – The results indicate that information motivation predicts three dimensions of beliefs about Web advertising, i.e. positively for information and entertainment; and negatively for irritation. It is found also that information motivation positively influences consumers’ attitudes towards advertising. As well as, information, entertainment and irritation are found to partially mediate the relationship between information motivation and attitude towards Web advertising. Additionally, values corruption is found to negatively influence Syrian consumers’ attitudes toward Web advertising. Research limitations/implications – Researchers are advised to use the validated scales in the present study when it comes to measure beliefs about and attitudes toward Internet advertising in the Syrian context or other Arab countries contexts. Also, further investigations using longitudinal design are needed to check the validity of our results on a longer period of time, besides using qualitative methods along with quantitative analyses could produce a wider vision to the results. Additionally, it is recommended that other types of Internet usage motivation are included in future studies’ models. Practical implications – Advertisers promoting in Syria are encouraged to influence Syrian consumers’ attitudes towards Web advertising to be more positive and less negative through offering free and high-quality content of information, especially for Internet users with high levels of informative motivation. Additionally, producing informative, enjoyable, less annoying and less values corruptive could help promoting for favorable attitudes towards Web advertising. Originality/value – This research comes to be one of the first studies to investigate Syrian consumers’ beliefs about and attitudes towards Internet advertising. Also, this study provides evidence of the direct relationship between information motivation and general attitudes towards Web advertising.

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Mostafa, Rasha H. A. y Mohamed Mahmoud Ibrahim. "The effects of customer equity and religious motivation on customer retention and switching intention". Journal of Islamic Marketing 11, n.º 6 (20 de abril de 2020): 1873–91. http://dx.doi.org/10.1108/jima-06-2019-0136.

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Purpose This paper aims to investigate the effects of intrinsic and extrinsic motivations represented in religious motivation and customer equity (CE) drivers, respectively, and switching costs (SCs), on customer’s retention to conventional banks and their switching intention (SI) to Islamic ones in the context of the Egyptian banking sector. Design/methodology/approach Based on the literature, a theoretical model is proposed and examined using structural equation modeling (AMOS) 24. Data were obtained using an intercept sample of 273 conventional bank customers in two major cities in Egypt, namely, Cairo and Giza. Findings The results supported the positive effect of CE and SCs on customer retention (CR) to conventional banks. Value equity has direct positive effect on CR. In addition, SC significantly mediated the relationship between relationship equity (RE) and service encounter employee’s equity (SEEE) and CR. Finally, religious motivations positively and significantly influence customers SI to Islamic banks. Practical implications CE, including all its drivers, namely, value, brand, relationship and SEEE, are the best force of CR in the Egyptian banking sector. The mediating role of SC in the relation between RE and SEEE and CR is perceived as a barrier to switch, instead of reflecting real desire from customers to stay tuned to their conventional banks. In addition, religious motivation should be considered while planning banking services because of its significant direct effect on customers SI from conventional banks to Islamic ones. Finally, both utilitarian extrinsic motivation and hedonic intrinsic ones are influencing customer’s retention and SI, respectively. Originality/value This paper develops and adds a fourth driver to previously examined and validated CE drivers, namely, SEEE. Further, it provides empirical analysis to the effect of religious motivation and CE drivers on SCs, CR and SI in a developing and Islamic dominating context, namely, Egypt. Moreover, it introduces a framework that could be examined and validated in other Islamic contexts to further comprehend bank customers' switching behavior. Yet, the current research focused on the Egyptian banking sector only, where the individual customers represent the sampling unit.

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Yan, Nanxi y Elizabeth Halpenny. "The role of cultural difference and travel motivation in event participation". International Journal of Event and Festival Management 10, n.º 2 (18 de septiembre de 2019): 155–73. http://dx.doi.org/10.1108/ijefm-05-2018-0033.

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Purpose Using a cross-cultural perspective, the purpose of this paper is to examine the effect of cultural difference and travel motivation on event participation and how cultural difference may influence the relationship between travel motivation and event participation. The paper highlights the importance of culture in tourism research. Design/methodology/approach The research was conducted by using a secondary data set (n=24,692) commissioned by Destination Canada (formerly the Canadian Tourism Commission). Both descriptive statistics (e.g. frequency analysis) and inferential statistics (e.g. hierarchical regressions) were calculated. Findings First of all, the results indicated that travel motivations and cultural difference can impact event participation. For example, those who were more motivated by knowledge and competence (e.g. knowing history and culture) were more likely to participate in art festivals and cultural events. Also, the research recognized that Asian-Canadians were more likely to visit ethnic or religious festivals than Anglo-Canadians, whereas Asian-Canadians were less likely to attend farmers’ market in comparison with Anglo-Canadians. Last, the effect of cultural difference can moderate the relationship between travel motivation and event participation. Originality/value These findings emphasize that travel motivations and cultural difference are key factors to be considered for festivals’ marketing. Particularly, the moderating effect of cultural difference reinforces that the important role played by culture for effective festival marketing should not be ignored. The research also provides valuable insights for destination managers who are interested in Asian markets. Moreover, using a secondary data set prepared by the Canadian Government largely increased the results’ representativeness, trustworthiness, and generalizability.

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Shaikh, Shagufta Saleem, Indra Mughal, Ali Mustafa Abro, Suhail Asghar y Doolah Darya Khan Mughal. "The Mediating Role of Extrinsic Motivation in the Relationship between Mobile Advertising and Customers’ Attitudes towards Mobile Advertising". Qlantic Journal of Social Sciences 5, n.º 2 (30 de junio de 2024): 185–200. http://dx.doi.org/10.55737/qjss.349691381.

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With its unmatched access to customers in a world becoming increasingly mobile, mobile advertising has become a crucial marketing tactic in today's digital age. This paper explores the complex interaction between consumers' attitudes and mobile advertising, illuminating the elements affecting consumers' views in reaction to these messages. Gaining insight into consumers' perspectives regarding mobile advertising is critical for ensuring its efficacy. This research aims to analyze extrinsic motivation's role as a mediator in the interaction between mobile advertising and consumers' attitudes toward it. An analysis of the relationship between mobile advertising, extrinsic motivation, and customers' attitudes is proposed through the lens of motivational theory and consumer behaviour literature. A conceptual framework is presented to clarify this relationship. The proposed relationships will be examined by collecting data from a diverse sample of mobile users using quantitative research methodologies. The study's results reveal significant direct effects of credibility and irritation from mobile advertising on customers' attitudes towards mobile advertising. Additionally, the study finds that credibility has a significant indirect effect through extrinsic motivation. However, the indirect effects of information, entertainment, and irritation through extrinsic motivation are not statistically significant. These findings provide valuable insights into the factors influencing customers' attitudes toward mobile advertising, particularly highlighting the mediating role of extrinsic motivation.

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Makgopa, Sipho. "Determining shopping mall visitors’ perceptions on mall attributes". Problems and Perspectives in Management 14, n.º 3 (27 de septiembre de 2016): 522–27. http://dx.doi.org/10.21511/ppm.14(3-2).2016.08.

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The challenging retail environment requires a need to manage shopping malls effectively to understand the attributes that attract shopping mall visitors to visit shopping malls. The purpose of the study aimed to determine shopping mall visitors’ perceptions or ratings towards shopping mall attributes they consider when choosing which shopping mall to visit. A quantitative approach was followed to realize research objective using interviewer-administered questionnaires for data collection. The data were collected at shopping centre in the capital city of South Africa, City of Tshwane. A descriptive analysis method was used to analyze the quantitative data. The findings of the study revealed that the shopping mall visitors’ ranked adequate parking availability high. This study contributes to the current literature and provides valuable information to South African retailers and shopping mall developers, with regard to marketing communications and marketing strategies that aim to attract shopping mall visitors. Suggestions for future research are provided. Keywords: shopping mall, shopping motivations, hedonic motivation, utilitarian motivation. JEL Classification: M31, M37

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Su, Chen. "Research on the Relationship Between Marketing Strategy of Contemporary TikTok E-commerce Platform and Young People's Consumption Motivation". Journal of Education, Humanities and Social Sciences 35 (4 de julio de 2024): 385–90. http://dx.doi.org/10.54097/9rafpp17.

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This template explains and demonstrates how to prepare your camera-ready paper for Trans Tech Publications. The best is to read these instructions and follow the outline of this text. Please make the page settings of your word processor to A4 format (21 x 29,7 cm or 8 x 11 inches); with the margins: bottom 1.5 cm (0.59 in) and top 3 cm (1.18 in), right/left margins must be 2 cm (0.78 in). This paper will focus on the structural framework of "Case background introduction - SWOT model analysis - Optimizing marketing strategy and its impact on young people's consumption motivation". First, in order to clarify the relationship between the marketing strategy of the contemporary TikTok e-commerce platform and young people's consumption motivation, this study chooses the 2023 "Double Eleven" TikTok e-commerce shopping Festival as the main analysis case and makes an overview of it. Secondly, in the context of the contemporary Internet, SWOT model analysis and interpretation of the marketing strategy of TikTok's e-commerce platform are carried out. Finally, the paper evaluates the relationship between the improvement of the marketing strategy of the contemporary TikTok e-commerce platform and young people's consumption motivation, puts forward the impact of this relationship on the social economy, and puts forward prospects. By optimizing corresponding marketing strategies, the relationship between young consumers and merchants is effectively coordinated, which not only has a positive effect on the consumer psychology of consumers but also plays a role in promoting the future development of the TikTok e-commerce platform.

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Duan, Yanling, Bing Liu y Yan He. "Study on relationships among sports spectator motivations, satisfaction and behavioral intention: empirical evidence from Chinese marathon". International Journal of Sports Marketing and Sponsorship 21, n.º 3 (20 de junio de 2020): 409–25. http://dx.doi.org/10.1108/ijsms-04-2018-0034.

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PurposeThe paper aims to examine the relationships among marathon spectator motivation, satisfaction and behavioral intention in China.Design/methodology/approachDate were collected from three Chinese marathon races. The paper presents the conceptual model of the study and adopted a mixed method to identify the motivations of marathon spectators; structural equation modeling (SEM) was used to test the measurement and substantive models; regression analysis was used to detect the specific effects of the various spectator motivations on spectator satisfaction and behavioral intention.FindingsThe paper provides empirical evidences about how marathon spectator motivation affects the behavioral intention. The research results from a path analysis of the spectator motivation–satisfaction–behavioral intention model show that: spectator motivation has significant positive effects on behavioral intention, the indirect path dominates the total effect of motivation on behavioral intention via satisfaction as a mediating variable; satisfaction is positively associated with behavioral intention, and it plays mediate role between spectator motivation and behavioral intention. The result of regression analysis indicates that various spectator motivations have different influences on the satisfaction and behavioral intention, motives of excitement and diversion have significant effect on satisfaction and behavioral intention, but socialization motive is not significantly associated with the satisfaction and behavioral intention.Originality/valueThis paper first fulfills an identified need to explore mass sports event spectator motivations and its influential mechanism on behavioral intention among Chinese marathon races by survey. It contributes greatly to the literature of mass sports spectator motivation and consumption theory, provides important managerial implications for Chinese sports organizations as to how to improve spectator orientation degree.

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ТИТОВА, С. В. y И. Ф. КАЛИМУЛЛИНА. "RESEARCH OF MARKETING ACTIVITY MANAGEMENT IN THE COMPANY". Экономика и предпринимательство, n.º 9(158) (18 de noviembre de 2023): 745–49. http://dx.doi.org/10.34925/eip.2023.158.09.140.

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В статье представлены результаты оценки управления маркетинговой деятельностью организации, которая включает в себя исследование планирования маркетинговой деятельности, организации маркетинговой деятельности, мотивации торгового персонала, контроль маркетинговой деятельности. Особое внимание уделено показателям оценки эффективности управления маркетинговой деятельностью, что позволило определить проблемы этой системы, которые влияют на эффективность работы организации в целом. Результаты представленного исследования могут быть использованы в практической деятельности организаций при оценке действующей системы управления маркетинговой деятельностью в компании, а также для выявления проблем в этой системе и разработки предложений по ее совершенствованию. The article presents the results of evaluation of marketing activity management of the organization, which includes the study of marketing activity planning, organization of marketing activity, motivation of sales personnel, control of marketing activity. Special attention is paid to the indicators of evaluation of marketing activity management efficiency, which allowed to identify the problems of this system that affect the effectiveness of the organization as a whole. The results of the presented research can be used in the practical activity of organizations when evaluating the current system of marketing activity management in the company, as well as for identifying problems in this system and developing proposals for its improvement.

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