With the rapid development and popularization of digital technologies such as “Internet Plus,” 5G mobile communications, and big data, self-media e-commerce has emerged as a new economic model deeply integrating content creation with commercial transactions. This model is profoundly reconstructing traditional business logic and consumption scenarios. Based on multi-source academic literature, this paper utilizes theoretical analysis and the SWOT framework to systematically dissect the internal s...

Marketing  Marketing Theory and Applications 

This study examines the effect of social media marketing strategies on consumer purchase intention in the brewery industry using a primary dataset collected through online questionnaires from Liberian consumers. Grounded in the Social Media Marketing Activities (SMMA) framework and Theory of Planned Behavior, the research tests whether entertainment, interaction, trendiness, customization, and advertising predict consumers’ likelihood to purchase brewery products after exposure to social media c...

Sociology  Marketing  Marketing Theory and Applications 

This paper explores the brand internationalization strategy of BYD, a leading Chinese manufacturer of electric vehicles (EVs), focusing on the underlying motivations, opportunities, and challenges faced in the global marketplace. The study examines the reasons behind BYD’s strategic shifts, including the necessity to diversify revenue sources and mitigate risks associated with reliance on the saturated domestic market. Furthermore, it analyses the advantages of leveraging technological innovatio...

Business Management  Marketing  Marketing Theory and Applications 

The study tests whether algorithmically personalized ads increase impulse buying, with pre purchase perceived value (price, emotional, social) as mediator and the traits extraversion and agreeableness as moderators. Survey data from 106 social media users were analyzed using SPSS regression procedures. The authors report significant direct, mediated and moderated effects, concluding that emotional and social value perceptions amplify impulsive buying, especially for highly extraverted or agreeab...

Marketing  Consumer Behavior  Business Analysis  Advertising  Marketing Theory and Applications 

Conveying messages and data to potentially interested clients is one of the recognizing applications of promoting. The reason for this paper is to supply experiences to better understand the shopping inclinations of clients and give personalized data benefits in MINISO marketing. This study runs counter to most current commerce practices, which tend to utilize straightforward popularity to look for critical clients. Adaptively and powerfully distinguishing target audience shows up to have consid...

Marketing  Marketing Theory and Applications 

Based on the growing dynamics of digital marketing, this research examines the social media marketing strategies of Unitel, the number one telecommunications provider in Angola. The objective of the study is to determine areas of improvement in the online presence and the customer interaction of Unitel. Using a mixed-methods approach, a structured questionnaire was delivered to 150 Unitel customers aged 18 - 45 in urban Angola to collect both quantitative and qualitative data regarding customer ...

Marketing  Marketing Theory and Applications 

Short-form video (SFV) marketing serves as an essential consumer engagement tool that proves vital within the mobile home sales industry. This research uses quantitative methods to study how SFV engagement metrics affect viewer interest between Douyin, TikTok, YouTube Shorts and Facebook Reels. Web scraping tools including APIFY for Douyin and Facebook and Python scripts for TikTok and YouTube extracted 185 videos across all platforms. The research analysis combined descriptive statistics with s...

Marketing  Business Analysis  Marketing Theory and Applications 

Purpose: This study examines the influencer marketing mechanism by exploring the link between social media and the concept of psychological ownership (PO) among Generation Z in the Egyptian market. The research examines theories on source attractiveness and a connection to the PO concept, which helps assess the influence of social media influencers on consumers’ perception of the products that influencers advertise. Methodology: This study was conducted in Janua...

Marketing  Consumer Behavior  Organizational Behavior  Advertising  Marketing Theory and Applications 

This paper investigates the impact of social media usage on the efficiency of administrative and operational processes within micro, small, and medium-sized enterprises (SMEs). Drawing from a sample of 351 companies, the study evaluates the frequency of use of platforms such as Facebook, YouTube, Instagram, TikTok, Telegram, WhatsApp, Twitter, and Snapchat, and their influence on key areas, including sales, promotion, pricing, public relations, communication, positioning, feedback, post-purchase...

Information Technologies  Business Management  General Management  Marketing  Marketing Theory and Applications  General Business Research 

With the coming of big data era in China, a comprehensive set of skills required of marketing talents include professional marketing knowledge, computer technique, creative and critical thinking, as well as big data thinking. All these skills are crucial for them to succeed in the increasingly competitive global job marketplace. In order to adapt to this era, this paper develops a marketing talent training strategies in our Generation Z students via interdisciplinary education, integration betwe...

Marketing  Marketing Theory and Applications