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| New Books |
 B119718 Global Marketing Research By Kumar V |  EBook : MK 230 The Metaverse Era: Reinventing Customer Engagement By Ram Singh, Rohit Bansal, Fazla Rabby, Pooja Sharma |  EBook : MK 231 Marketing the Wilderness By Joseph Whitson |
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| Articles |
| From digital adoption to strategic integration: Amplifying customer experience and marketing performance through synergistic integration of digital marketing and e-commerce supply chains By Kwarteng-Amaniampong, Emmanuel; Tait, Madele. South African Journal of Economic and Management Sciences; Pretoria Vol. 29, Iss. 1, (2026). DOI:10.4102/sajems.v29i1.6434 Abstract :Background:The digital transformation imperative has accelerated organisational change, compelling micro-, small- and medium-enterprises (MSMEs) to rapidly integrate digital marketing with e-commerce and supply chain operations. Aim:This study investigated how the integration of digital marketing strategies with e-commerce supply chain operations enhances customer experience and marketing performance among South African MSMEs in the post-coronavirus disease 2019 (COVID-19) digital economy. Setting:This study focused on 244 MSMEs in South Africa’s four largest cities. Method:A quantitative design employing confirmatory factor analysis (CFA) and structural equation modelling (SEM) tested six hypotheses examining relationships among digital marketing, e-commerce supply chain, customer experience and marketing performance. Results:All hypotheses were supported. Digital marketing significantly influenced e-commerce supply chain operations, customer experience and marketing performance (β = 0.89). E-commerce supply chains significantly affected customer experience and marketing performance. Customer experience has demonstrated a strong influence on marketing performance. Conclusion:This study extends the diffusion of innovation theory (DOI) by demonstrating how diffusion of innovation attributes – relative advantage, compatibility and observability – manifest in MSME digital adoption within developing economies. The findings of this study reveal that strategic integration, rather than mere adoption, of digital marketing with e-commerce supply chains creates synergistic effects that amplify both customer experience and marketing performance. Contribution:This study uniquely demonstrates that integrated digital marketing and supply chain digitalisation produce synergistic effects on customer experience and marketing performance, exceeding isolated adoption outcomes – providing empirical evidence that strategic integration, rather than resource intensity, drives competitive advantage for emerging market MSMEs. | |||
| Green Marketing as a System of Value Creation: A Conceptual Framework Linking Sustainable Practices and Consumer Life Satisfaction By Tarnanidis Theodore; Manda Vijaya Kittu; Sousa, Bruno. Sustainability; Basel Vol. 18, Iss. 3, (2026): 1319. DOI:10.3390/su18031319 Abstract :Although sustainability marketing is gaining popularity, a comprehensive understanding of how green marketing practices affect consumers’ overall well-being remains lacking. Existing studies focus on firm-level sustainability actions or isolated consumer responses. Their mechanisms linking marketing practices, value creation, and life satisfaction are not sufficiently theorized. To bridge the gap, this study develops an integrative conceptual framework that explains how sustainable value creation mediates the enhancement of consumer life satisfaction through the implementation of green marketing practices. The study employs a two-phase integrative review design. Three core constructs, green marketing practices, sustainable value creation, and consumer life satisfaction, are identified in a synthesis of sustainability marketing, consumer value, and well-being literature. Secondly, the initial framework is systematically rooted and refined by drawing on influential empirical research published in marketing and sustainability journals from 2016 to 2025. Analytically constructed tables organize this synthesis by assessing the dominant empirical patterns related to marketing practices, multidimensional value creation, and pathways to life satisfaction. The research advances sustainability marketing theory by reconceptualizing green marketing as a system of consumption-shaping practices and by positioning sustainable value creation as the central mechanism linking firm actions to consumer life satisfaction. | |||
| Used car marketing strategy recommendation: a structural equation modeling approach By Zhang, Min; Hernandez, Alexander A. Entrepreneurship and Sustainability Issues; Vilnius Vol. 13, Iss. 3, (Mar 2026): 10-24. DOI:10.9770/h2497797529 Abstract :In recent years, China`s used car market has experienced rapid growth. However, constrained by non-standardization, lack of trustworthiness, and dual competitive pressures from emerging e-commerce platforms and traditional dealers, optimizing corporate marketing strategies has become an urgent priority. This study takes three first-tier city used car enterprises—Beijing Guazi, Guangzhou Cheyou, and Shanghai Youxin, as research subjects, employing quantitative research methods to explore the influencing factors behind performance improvement in the used car industry. The results show that: (1) the marketing mix (4Ps) serves as the core driver of customer satisfaction, attractiveness, and corporate performance, directly determining the effectiveness of personalized marketing implementation; (2) while personalized marketing requires precise execution, external environmental factors exert limited influence; (3) enhancing corporate performance necessitates the synergy of both marketing and non-marketing factors. Based on these findings, it is recommended that enterprises center their efforts on the 4Ps to optimize product pricing, channel integration, and other aspects, deepen big data-driven precision personalized marketing, and establish a full-link mechanism of "acquiring customers through marketing—retaining customers with quality—locking in customers via service." This study provides empirical support for strategy optimization in used car enterprises and enriches both the theory and practice of marketing transformation in the industry. | |||
| AI-Driven Digital Marketing and Responsible Consumption: The Mediating Role of Marketing Intelligence in Advancing SDG 12 By Redda Ephrem Habtemichael. Sustainability; Basel Vol. 18, Iss. 8, (2026): 3912. DOI:10.3390/su18083912 Abstract :Artificial intelligence (AI) is increasingly embedded in digital marketing, enabling organisations to personalise communication, analyse consumer data, and optimise decision-making processes. Despite its widespread adoption, limited empirical research has examined whether AI-driven digital marketing contributes to responsible consumption and production, as articulated in Sustainable Development Goal 12 (SDG 12). Grounded in a capability-based and marketing intelligence framework, this study investigates the mechanisms through which AI-driven digital marketing influences responsible marketing outcomes. Using survey data from 120 professionals in multinational corporations (MNCs) operating in South Africa, the study examines how AI-driven digital marketing influences responsible marketing outcomes aligned with Sustainable Development Goal 12 (SDG 12), with particular emphasis on the mediating roles of predictive consumer analytics and sentiment-based consumer understanding as distinct dimensions of AI-enabled marketing intelligence. Instead, its influence operates indirectly through sentiment-based consumer understanding, while predictive consumer analytics show no significant effect. These results suggest that AI contributes to responsible consumption primarily when it enhances firms’ capacity to interpret consumer values, emotions, and ethical concerns. The study advances the digital marketing and sustainability literature by reframing AI as a relational and sense-making capability while offering practical guidance for aligning AI-driven marketing strategies with SDG 12 in emerging markets. | |||
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