International Journal of Marketing, Innovation and Strategy
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Understanding Internal Marketing Orientation in Higher Education
This paper studies the internal marketing orientation (IMO) within a Portuguese public university, applying a validated multidimensional model comprising informal information creation, formal information creation, information dissemination, and responsiveness. Using a questionnaire-based survey which was distributed to the entire population of teaching staff, non-teaching staff and researchers at a Portuguese university, and based on a sample of 67 respondents, the study combines descriptive analysis, regression modelling, and cluster analysis to identify patterns in internal communication. The findings confirm the internal consistency of IMO dimensions and show that formal information creation significantly predicts information dissemination, while both dissemination and informal information creation positively influence perceptions of responsiveness. Using cluster analysis, we identify three distinct staff profiles (Disconnected, Ambivalent, and Engaged) with different perceptions of internal marketing. The positive effects of formal communication on dissemination are only observed among the Engaged group, suggesting that alignment with the institution moderates the impact of internal marketing efforts. These results suggest that the university should move beyond one-size-fits-all communication models and adopt differentiated, group-specific strategies. By combining psychometric measurement with staff segmentation, the study provides methodological and strategic contributions to internal marketing research and practice in university settings.
Copyright (c) 2025 According to CC Attribution 4.0.
In the fourth edition of our journal, we present a selection of scholarly works encompassing four traditional papers: two systematic literature reviews related to green brand equity and artificial intelligence for innovation, and two empirical papers focused on artificial intelligence and internal marketing orientation in higher education. Kicking off this edition is the systematic literature review by Pedro Magalhães and Irina Saur-Amaral, which explores the emerging concept of Green Brand Equity (GBE). Drawing on 41 academic articles sourced from Web of Science and Scopus, the study examines the dimensions, antecedents, and impacts of GBE, namely green trust, satisfaction, and brand image, highlighting its importance in aligning environmental responsibility with competitive advantage. The authors provide both a conceptual synthesis and practical guidance, noting the detrimental effects of greenwashing and calling for more cross-cultural studies to refine the framework. Results may be useful (from a theoretical perspective) for companies committed to sustainability and reputation building in increasingly eco-conscious markets. The second paper, by Irina Saur-Amaral, Teresa Aragonez, and João Miguel Lopes, also employs a systematic literature review methodology, focusing this time on the connection between Artificial Intelligence (AI) and innovation management in business and engineering. Analyzing 858 articles from the ISI Web of Science, the authors identify key application areas, ranging from healthcare to aerospace, and emphasize AI’s role in enhancing operational efficiency, decision-making, and sustainability. The paper maps out major research clusters and methodologies, while also raising critical issues such as data privacy, explainability, and ethical concerns. The study concludes by outlining promising directions for integrating AI with other technologies, e.g., Internet of Things, and proposes an agenda for future research. The third contribution, authored by Bruno Costa and colleagues, explores perceptions of AI in the context of rapid technological change, combining theoretical perspectives (notably dynamic capabilities theory) with original survey data from 143 respondents. The study uses descriptive analysis and chi-square tests to examine demographic differences in AI awareness and attitudes, revealing interesting gender and cultural patterns. Results suggest a shared optimism about the role of AI in facilitating modern life, despite persistent concerns regarding job displacement, data security, and ethical implications. This paper provides a reflection on the human dimensions of technological disruption. Closing the edition is a quantitative study by Carla Brás and Irina Saur-Amaral, which researches Internal Marketing Orientation (IMO) in a Portuguese public university. Using a validated multidimensional model and responses from 67 staff members, the authors combine regression and cluster analysis to assess perceptions of communication and responsiveness across different staff segments. Their findings identify three distinct profiles (Disconnected, Ambivalent, and Engaged) and highlight the need for differentiated communication strategies within higher education institutions. The study makes both methodological and practical contributions to internal marketing research, particularly in academic contexts where employee engagement is key to institutional performance. We thank all contributing authors, the editorial team, reviewers, and our community for their invaluable support in shaping this third edition. We trust that these four papers will serve as a valuable resource for scholars interested in the realms of branding, internal marketing and artificial intelligence. Happy readings!
Challenges and Opportunities of Artificial Intelligence Regarding Rapid Technological Change
Artificial Intelligence (AI) attempts to replicate human traits/capabilities through the development of computer systems, capable of performing tasks/functions that would otherwise require human intervention. There has been a tremendous increase in the use of this tool and no sign that this will change, in the near future. The purpose of this study is to analyse the challenges and opportunities of AI regarding rapid technological change. Therefore, a survey was created (143 participants) based on this theme, focusing on different perspectives by gender and nationality. Chi-square tests were performed, and through the results we concluded that there is an apparent association between gender and being informed about AI. Further support exists for the null hypothesis that there is no association between gender and being against AI. Additionally, we concluded that Portuguese, Spanish, and Italian individuals, in general, align with their perception of technological change and development (the Portuguese perhaps being humbler). Finally, more in-depth research is warranted in the AI era on whether the female gender will perhaps continue to be victim of a lack of self-confidence in the work environment and possibly feeling the “impostor syndrome”.
Copyright (c) 2024 According to CC Attribution 4.0.
Artificial Intelligence for Innovation in Business & Engineering
The increasing focus on artificial intelligence (AI) since 2023, especially due to ChatGPT, has left gaps in understanding its application and impact in research and development, as well as innovation management. This article aims to systematically analyze scholarly publications on AI and innovation, addressing questions about AI’s use, benefits, challenges, and best practices in innovation management. Utilizing a systematic literature review methodology, the study analyzes 858 articles from ISI Web of Science, filtered by business economics and engineering fields. Results show a concentration of publications in top journals, with IEEE Access leading. Content analysis highlights AI’s role in various sectors, such as healthcare and aerospace, and its contribution to operational efficiency and sustainability. The study provides insights into AI’s potential, challenges like data privacy, and future research directions focusing on ethical considerations and integration with emerging technologies.
This paper presents a systematic literature review on Green Brand Equity (GBE), an emerging concept integrating sustainability and environmental responsibility within brand equity frameworks. The review synthesizes findings from 41 academic articles sourced from Web of Science and Scopus, employing a rigorous selection and filtering process. Through descriptive and qualitative analyses, this study explores the dimensions, antecedents, and impacts of GBE, including green trust, satisfaction, and brand image. Results highlight the growing academic interest in GBE since 2010, with significant increases post-2021. The study underscores GBE’s role in fostering competitive advantages, enhancing customer loyalty, and supporting sustainability goals. Additionally, it identifies the negative effects of greenwashing on consumer trust and GBE. While significant advancements are noted, the review calls for more cross-cultural and sector-specific studies to broaden GBE frameworks. These insights provide strategic guidance for businesses aiming to align environmental responsibility with market success.
The use of digital marketing channels in the internationalization strategies of B2B companies:
In the age of globalization, digital marketing is an essential strategy for companies in all business sectors. While the literature highlights the effectiveness of digital marketing in the Business-to-Consumer (B2C) market, its adoption and performance in Business-to-Business (B2B) markets require further research. This article aims to address this gap by exploring the ability of digital marketing to facilitate the internationalization of B2B companies. Two research objectives were established: (i) to understand the attitudes of those responsible for B2B companies regarding digital marketing in their internationalization strategy; (ii) to explore the preferences and effectiveness of digital marketing channels for entering and enhancing their presence in international markets. The study employed a qualitative methodology, conducting 15 semi-structured face-to-face interviews with managers of Portuguese B2B companies, whether they had international experience or were planning to expand internationally, followed by subsequent content analysis. The results indicate that some participants remain skeptical about the effectiveness of digital marketing in the B2B context, while others recognize the role of digital channels in attracting international customers, facilitating relationship management, and justifying new investments.
In the last decade, game-based learning has been increasingly used in higher education (HE) across various disciplines, from language studies to engineering and medical fields. Scholars have examined key success factors, facilitators, and challenges of game-based learning integration (GBL) in higher education. While some literature reviews exist, they primarily address issues like cultural differences or technological impact without offering a comprehensive synthesis. This study addresses this gap through a systematic literature review of articles from the ISI Web of Science Current Contents database, spanning from 1998 to 2020. The study's final sample of 288 articles underwent two levels of analysis: a bibliometric analysis to highlight significant publications and authors, followed by a content analysis to identify primary research questions, methodologies, and suggested future directions for advancing game-based learning research. Our findings provide an integrated overview of game-based learning's role in higher education, offering a framework for future studies to build on existing insights and address ongoing challenges in applying game-based learning effectively in various educational settings.
Innovation is a cornerstone of firms’ performance and survival. Although existing literature suggests a connection between Intellectual Capital and Innovation, this relationship has been analysed through various lenses and methodologies and there is no dominant framework. This raises the question where the study of the relationship between intellectual capital and innovation currently stands, and we address it by performing a systematic literature review of 178 full-text papers published between 1998 and January 2021, indexed in ISI Web of Knowledge – Current Contents. We examine the existing research on the Intellectual Capital – Innovation nexus, identifying the main research areas and setting the stage for future studies. Our findings reveal a growing but unstructured body of work, organized mainly around Intellectual Capital components (human capital, structural capital, and relational capital) and their specific roles in driving innovation. This article provides a theoretical framework for consolidating knowledge on the relationship between Intellectual Capital and Innovation, outlining practical implications and emerging research directions.
Understanding AI's Role in Shaping Consumer Choices
The rapid evolution of artificial intelligence (AI) has substantially transformed marketing and the way consumers make decisions. This study investigates the impact of transparency and perceived control on the acceptance of personalized recommendations made by AI systems. The research was conducted with 81 participants through online questionnaires collected between March and April 2024. The structural model used analyzed the relationships between transparency, perceived control, perception of AI, and consumers' purchasing decisions. The results reveal that transparency and perceived control act as critical mediators in the relationship between the perception of AI and acceptance of personalized recommendations, influencing consumer trust as well as their concerns about privacy and ethics in the use of data. The findings highlight that clear communication about how AI operates and offers recommendations can increase the perception of transparency, giving consumers a deeper understanding of the processes involved. At the same time, giving users more control over personalized preferences can lead to greater engagement and trust in AI-generated recommendations. Thus, companies looking to deploy personalized recommendation systems should focus on developing strategies that emphasize transparency and offer significant control to the user. The findings indicate that such approaches can significantly contribute to increasing the acceptance of personalized recommendations while addressing ethical and privacy concerns in the use of data.
In the third edition of our journal, we start with a selection of scholarly works encompassing four traditional papers: one systematic literature review related to the relationship between Intellectual Capital (IC) and Innovation, and three empirical papers focused on marketing, consumers and internationalization. We close the edition with a paper associated to the section titled "Innovation in Teaching & Learning," focused on game-based learning in higher education. Kicking off the edition is Filipe Sardo and colleagues’ systematic literature review, focused on the relationship between intellectual capital (IC) components (human, structural, and relational capital) and innovation in business. Using a final sample of 178 articles indexed in the ISI Web of Knowledge, and published between 1998 to 2021, in the areas of business and economics, the authors used bibliometric analysis and content analysis with NVivo support. The findings reveal that while IC positively impacts innovation, research is fragmented, particularly regarding relational capital. The study presents a framework for future research, aiming to build a more cohesive understanding of IC's role in fostering innovation​. The second paper belongs to Sandra Filipe and colleagues and explores how Portuguese B2B companies use digital marketing to support their internationalization strategies. A qualitative approach was used, consisting of semi-structured interviews with 15 managers from Portuguese B2B firms, and the results indicate mixed attitudes toward digital marketing. While some managers see it as essential for customer acquisition and relationship management, others remain skeptical of its effectiveness in the B2B context. The study highlights the potential of digital marketing to lower internationalization costs and improve market reach​. The third contribution, authored by Gustavo Pé d’Arca and Sandra Filipe, explores Portuguese consumer motivations and attitudes towards luxury furniture and décor. Based on an online questionnaire-based survey with 402 respondents, the authors applied descriptive and inferential statistics, using regression analysis. Their findings reveal that emotional factors like happiness, sophistication, and exclusivity significantly influence luxury purchases, though the non-probabilistic sample limits generalizability. The fourth paper belongs to Luzia Arantes, who focuses on how transparency and perceived control in Artificial Intelligence (AI) driven recommendations affect consumer trust and decision-making. Using structural equation modelling, she analyzes data collected through an online questionnaire-based survey involving 81 respondents. The structural model analyzed relationships between transparency, control, and consumer perceptions. The findings underscore that transparency and control significantly enhance trust in AI recommendations, which can improve engagement with personalized content. Hence, companies deploying AI should emphasize transparency and user control to alleviate ethical and privacy concerns​. The fifth and final paper, authored by Irina Saur-Amaral and colleagues, reviews game-based learning (GBL) in higher education, examining its integration across fields like engineering, languages, and healthcare. The study employed a systematic literature review, analyzing 288 articles from the ISI Web of Science from 1998 to 2020, using both bibliometric and content analysis. Findings indicate that GBL increases student engagement and learning, especially via digital and mobile applications. The study also suggests that while interest in GBL is rising, the field lacks a unified framework, underscoring the need for further research on effective applications across diverse educational contexts​. We thank all contributing authors, the editorial team, reviewers, and our community for their invaluable support in shaping this third edition. We trust that these five papers will serve as a valuable resource for scholars interested in the realms of marketing, innovation, and forward-looking pedagogy. Happy readings!
The consumer behaviour applied to luxury furniture and decor
This article aims to analyze the receptivity and motivations of Portuguese consumers for the acquisition of luxury furniture and decoration. Based on a literature review and the adoption of a positivist paradigm, data were collected through the application of an online questionnaire survey between November 2021 and January 2022, to a non-probabilistic convenience sample using the snowball technique, applied to the Portuguese population. The final sample consisted of 402 individuals over the 18-years old of Portuguese nationality. The collected data were quantitatively analyzed using the IBM SPSS Statistics software (version 28.0.0.0). During the analysis were used descriptive and inferential statistical techniques. A total of 11 hypotheses were tested in the conceptual model. The inferential analysis showed a statistically significant correlation to support a total of 8 of the 11 hypotheses formulated in the research model. The results highlight the impact and importance that luxury brands have on consumer emotions, transmitting happiness, authenticity, and sophistication, translating into the consumer's desire to be associated with them. In summary, sensations play a central role in the entire process of buying luxury goods and establishing a relationship between consumers and luxury brands. The main limitation of this study was the sample approach used, that do not allow a generalization to the Portuguese population. For future research, it is recommended to expand this study to other countries, encompassing an international approach.
Innovative Approaches to Teaching and Learning
The main goal of this paper is to describe a specific teaching-learning project implemented in two higher education courses – Bachelor in Marketing and Master in Competitiveness and Business Development, offered at a higher education institution. The project integrated Project Based Learning (PBL) methodologies and authentic learning, supported by technology, with Sustainable Development Goals (SDGs), studying real companies from different industries, and aiming to improve the quality of the learning experience, students’ motivation and academic success. A total of 300 students were involved in the first semester of the year 2022/2023. The idea of sustainable cocreation was at the base of this pedagogical innovation project, so that students may become aware and assume responsibility on the impact of marketing, strategy and competitiveness decisions in the contemporary society. Students were challenged to include in their works a proposal of actions that had positive impact and contributed to the SDGs defined by the United Nations and to reflect and measure the potential impact of these actions at the level of the community. From an operational perspective, students developed different activities in their academic works, in four different curricular units, in line with the educational level and syllabus of each curricular unit, always related to real companies from different industries and supported by different technologies, using different immersive learning experiences where students could combine authentic learning and SDGs analysis.
Copyright (c) 2023 According to CC Attribution 4.0.
In the second edition of our journal, we start with a selection of scholarly works encompassing five traditional papers: two systematic literature reviews related to innovation in business models and design thinking, and three empirical papers focused on marketing and tourism. Notably, this edition marks the inauguration of a new section titled "Innovation in Teaching & Learning," dedicated to showcasing papers related to innovative teaching methodologies and projects implemented in higher education, aligning with the focal areas of our journal. Two additional papers bring into spotlight distinctive teaching and learning initiatives undertaken in two higher education institutions. Kicking off the edition is Lucio Marques Peçanha's comprehensive systematic literature review, centering on business model innovation in small and medium-sized enterprises (SMEs). Employing a final sample of 122 records from Web of Science, the author utilized R software and VOS Viewer for bibliometric analysis, identifying five clusters. Through content analysis, these clusters were characterized, culminating in the development of a theoretical framework for SMEs' business model innovation. The second paper belongs to Fatma Demir and colleagues. The authors focused on SMEs and developed a systematic literature review on design thinking and innovation strategy, presenting a systematic literature review on design thinking and innovation strategy. Drawing from a final sample of 70 papers sourced from Web of Science – Current Contents, the authors leveraged Endnote for descriptive statistics and NVivo for content analysis. The paper identifies prerequisites for implementing design thinking in SMEs, shedding light on success and failure factors. The third contribution, authored by Anabela Marcos and Ana Rita Silva, explores the antecedents and consequences of Apple brand love. Based on a questionnaire-based survey with 215 respondents, the authors applied structural equation modeling. Their findings underscore the pivotal role played by the hedonic attribute of the product, brand experience, and brand satisfaction in fostering Apple brand love, which, in turn, contributes to loyalty and positive word-of-mouth. The fourth paper belongs to Luzia Arantes, who focuses on digital marketing and sustainable tourism. Using structural equation modelling, she analyzes data collected through a questionnaire-based survey involving 422 respondents. The results reveal the role of sustainable measures in influencing tourists' adoption of sustainable behaviors. The ensuing model delineates the advantages of digital marketing and social networks in fostering a resilient environment for the tourist market in Portugal. The fifth and final traditional paper, co-authored by Sónia Sousa-Silva and Laurentina Vareiro, investigates the perceptions of hospitality professionals and local communities regarding LGBT tourism. Combining data from 143 accommodation units in northern Portugal and an online questionnaire survey with 240 respondents, the study identifies discriminatory behaviors towards LGBT tourists that warrant correction. While the local community displays overall hospitality towards LGBT tourism, instances of reluctance and discrimination, particularly among males with lower education levels, were identified. In the newly introduced "Innovation in Teaching & Learning" category, Liliana Vitorino and colleagues share their experiences with the Case-Based Learning (CBL) method. Implemented in a Design and Marketing of New Products class at Leiria Polytechnique Institute, undergraduate students collaborated on developing sustainable packaging to address a company challenge over a two-month period. Both the company and the students indicated they were satisfied with the results. Concluding this edition is a paper by Sandra Filipe and colleagues, detailing an innovative project undertaken at Universidade de Aveiro. Involving three teachers and 300 students from the bachelor’s in marketing (second and third year) and master’s in competitiveness and business development (first year), the project focused on sustainability concepts and sustainable development goals. Incorporating diverse teaching and learning methods, interactive technologies (Kahoot! and Padlet), and real-world applications, the results were positively assessed by both students and teachers. We extend our gratitude to all contributing authors, the editorial team, reviewers, and our community for their invaluable support in shaping this second edition. We trust that these seven papers will serve as a valuable resource for scholars interested in the realms of marketing, innovation, and forward-looking pedagogy. Happy readings!
Digital marketing and sustainable tourism
Social media and digital marketing are increasingly used in order to shape the behavior of individuals. With their far-reaching influence, they have emerged as powerful tools for promoting sustainable behaviors. Consequently, it has become imperative to develop a meticulous strategic plan that integrates both digital marketing and social media, thus building a lasting communication network that inspires tourists to adopt sustainable practices during their travels. This approach can contribute to the promotion of sustainable tourism and, at the same time, positively contribute to environmental conservation efforts on a global scale. 422 individuals participated, 149 (35.2%) male, 273 (64.5%) female and 1 (0.2%) participant of another sex, aged between 18 and 73 years, with an average age of 42.74 years (SD = 15.94%). Using structural equation modeling, the relationships between sustainable destination measures, social networks, tourists' predisposition to sustainability, and tourists' sustainable behaviors were analyzed. The results of this research suggest that the sustainable measures implemented by the tourist destination have an impact on the adoption of sustainable behaviors among tourists, when mediated using social networks by the destination or by the prior predisposition of tourists to adopt these behaviors. However, the sustainable measures of the tourist destination alone are not sufficient for tourists to adopt sustainable behaviors. The application of the model makes it possible to identify the advantages of digital marketing and social networks in sustainable tourism and thus promote a resilient environment for the tourist market in Portugal.
In ​​tourism, the achievement of acceptance, freedom of expression, equal rights, and respect in various destinations and public spaces has stimulated growing interest from companies and destinations, reinforced by the strong purchasing power and the availability for more frequent trips by LGBT community (Baxter, 2010; WTO, 2017). For a destination that aims to attract and build a strong relationship with the LGBT market, it is vital, regardless of their motivation, to offer a safe and welcoming environment, interacting with understanding and respect. This study analyses the North of Portugal stakeholders' attitudes and perceptions, particularly the hotel industry and the local community, towards the LGBT tourism/market. By conducting two separate studies that complement each other, it was concluded that the region has the right conditions to engage in LGBT tourism and captivate this market segment, but for this, there are still slight prejudices that must be corrected.
Antecedents and consequences of Apple brand love
For many years, satisfaction was the main goal of marketing strategy. However, later studies showed that satisfying consumers was not enough for a company to succeed in a very competitive market. Thus, the concept of brand love arose. Therefore, the study of the factors that lead consumers to feel love for a brand has become increasingly important, because nowadays consumers develop emotional and passionate relationships with brands. The purpose of our study is to identify the main antecedents and consequences of Apple brand love. Based on a sample of 215 respondents, we used the structural equation model. The antecedents of Apple brand love are hedonic product, experience, and satisfaction with the brand. As consequences of Apple brand love, brand loyalty and brand word-of-mouth were analyzed. The results showed that the purchase of a hedonic product, brand experience, and brand satisfaction are essential for consumers to nurture love for the Apple brand. In turn, hedonic product is also an antecedent of brand experience and brand satisfaction while brand experience also proved to be crucial in achieving Apple brand satisfaction. In turn, love for the Apple brand and satisfaction with this brand generate loyalty and positive word-of-mouth. Finally, loyal consumers speak positively about the Apple brand.
Anabela Maria Bello de Figueiredo Marcos
Throughout the world, small and medium-sized enterprises (SMEs) are recognized as integral components of the economic landscape. Historically focused on domestic markets, since the late 1990s, SMEs have found themselves operating within a globalized marketplace characterized by increasingly discerning customers and intense competition. This newfound global exposure presents a considerable challenge for SMEs, given that many of them possess limited resources and capabilities, often lacking the capacity to establish and sustain a structured innovation management system. In light of this backdrop, this paper embarks on a systematic literature review aimed at exploring the nexus between Design Thinking, innovation, and competitiveness within the context of SMEs. The study involved the retrieval of 308 papers published between 1998 and 2021 from ISI Web of Science – Current Contents. These papers underwent comprehensive analysis with the help of Endnote 20 and NVivo 20, encompassing both bibliometric and content-based analysis. Subsequently, a refined sample of 70 papers, directly related to the research question, was isolated following the application of the exclusion criteria. The findings of this study underscore the need for the development of an innovation framework tailored specifically to SMEs, to seamlessly integrate Design Thinking processes while maintaining alignment with overarching corporate strategy. This holistic approach to innovation management is poised to play a pivotal role in enhancing the competitive standing of SMEs in today's complex and dynamic business landscape
The requirements towards new packaging and consumer expectations with food packages are systematically growing. Packaging is an essential element in modern trade in goods, which guarantees preserving the quality of food products, but simultaneously is an influential communicator in a dynamic market environment where consumers often only make their final purchasing decision when they are inside a retail setting. A Case-Based Learning (CBL) method was applied with students of Design and Marketing of New Products from the Marketing undergraduate degree of Leiria Polytechnique to develop the new package label for a company that operated in Food & Beverage (F&B) industry and needed to change its spice package label. The students achieved the goals proposed by the company and they reported to have had a useful experience, based on a real case study developed in the academia. However, no formal quality evaluation was performed by the professors, a recommendation for future scholars aiming to apply the CBL method in their classes.
To innovate in their business model, small and medium-sized enterprises (SMEs) have to be open to innovation, i.e., open to new technologies and sustainable practices among other possible strategies. The sustainability is crucial in this as the circular economy is growing as a new paradigm and the digital transformation and industry 4.0 are building knowledge around it. The organizations must, therefore, be aware of these contemporary practices and try to include the sustainable perspective into their business models. Many scholars produced knowledge related to business model and innovation, yet no systematic literature review (SLR) relating business model innovation to SMEs was found. Therefore, this SLR explains that phenomenon by answering to three research questions: (1) How the studies of business model innovation have evolved? (2) What are the challenges that SMEs have to struggle to innovate their business model? and (3) What are the trends in the study of business model innovation? A total of 247 documents retrieved from the Web of Science database were submitted to the analysis protocol. The final sample of 122 records was submitted to bibliometric analysis using the R software and VOSviewer software. Additionally, there was a content analysis of the articles to find trends, identifying clusters and presenting the results of condensed information in the form of tables and figures. Those results allowed the proposal of a framework for business model innovation in SME. At last, the conclusions and future studies agenda are presented to support new studies.
The use of digital marketing to promote sustainability is a controversial topic, as it can be complex to associate a set of strategies aimed at encouraging consumption with environmental sustainability. Nevertheless, digital marketing allows us to reach consumers globally and the promotion of sustainability is urgent in our society at a global level. In this line of thinking, this study aims to investigate the relationship between digital marketing, its tools and the presence on social networks by brands with online sustainability communication and, thus, test the proposed structural model. In this sense, in the empirical part, a questionnaire survey was conducted with 423 participants, 149 (35.2%) men, 273 (64.5%) women and 1 (0.2%) participants of another gender, with an average age of 42.74% (SD = 15.94%), who responded to measures aimed at evaluating the presence of brands on social networks, the use of digital marketing by organizations, the importance attached to digital marketing tools and online sustainability communication. After performing the path analysis, the validation, or not, of the five research hypotheses formulated is presented. The results obtained indicate the existence of a relationship between digital marketing and the communication of sustainability through digital. Subsequently, practical examples of the use of digital marketing, its tools and social networks to promote sustainability and communicate it better are discussed
The Covid-19 pandemic is already seen as the most transformative and challenging event in our memory. This atypical situation triggered new habits, forms of consumption and trends. The present study aims to analyze the new online consumption habits resulting from the Covid-19 pandemic. For this purpose, a quantitative methodology is proposed. A questionnaire focusing on new online shopping habits and trends arising from the Covid-19 pandemic was applied, with 618 responses being obtained. The study shows that, in fact, during the pandemic, consumers changed their consumption habits in terms of proportion, amount spent on online purchases and payment methods. There were also changes in the purchasing behavior of certain categories of products during the Covid-19 pandemic and, it is also noted that some of the trends arising from the pandemic are strongly influenced by sociodemographic characteristics. This study proves to be relevant, mainly due to the relevance of understanding how the pandemic context can influence the way people live, behave, buy and develop new habits, which may not end during the pandemic. The digital environment becomes even more important to mitigate the effects of the Covid-19 crisis and, probably, we are witnessing the beginning of the digital era more pronounced than ever.
The impact of the COVID-19 pandemic on tourism has reduced the flow of visitors to cities, paralyzing what was a growing sector in recent years. Currently, cities urgently need to attract tourists to their territories. In this dissemination of cities, the role of citizens residing in cities cannot be neglected since, through their word of mouth (WOM), they promote their cities' experiences, infrastructure, and atmosphere. However, the WOM of cities differs between men and women. In this context, our study aimed to explore the factors that influence WOM by men and women residing in cities, identifying that infrastructure, atmosphere, and perceived psychological well-being play an essential role in this influence. Thus, this cross-sectional study obtained data through a questionnaire that resulted in a sample consisting of 428 individuals. The hypothesis test was carried out using SMART PLS software and identified that infrastructure, atmosphere, and perceived psychological well-being positively influence citizens' WOM. In this context, our research contributes to those responsible for cities to develop actions, with their citizens, with the aim of disseminating their heritage and encouraging tourists to visit the territories through them.
A New Journal: Do We Really Need It? And yet another journal. That is what some readers may think when starting to read this editorial. With so many scientific publications and such a difficult path to be recognized in the fields, one may think that a new scientific journal would be an utopian project. We believe it is not. On the international scene, scientific journals focusing on marketing, innovation and strategy are quite rare, notwithstanding the overlaps of the three research areas. On May 22, 2023, we performed a search on ISI Web of Science, Current Contents, looking at the papers published between 2018 and 2022, with marketing AND innovation AND strategy in Topic, and filtered the results on Business Economics and kept only Articles, Review Articles and Editorial Material. The results were no less than impressive: a total of 1.744 publications on the topic with an increasing trend since 2019. And we only looked at a five-year period. The most prolific author, Sacha Kraus, published 11 articles in this period and only from authors affiliated with the Copenhagen Business School, 31 articles have been published. Journal of Business Industrial Marketing published a total of 38 publications, followed closely by Strategic Management Journal (31 publications), Journal of Business Research (30 publications) and Industrial Marketing Management (29 publications). When analyzing the most frequent words in the abstracts, the different research topics emerge. Firms, markets, business, strategy, innovativeness, industry, product, service, knowledge, competitiveness, platforms, data and technology. Our new journal, IJMIS – International Journal of Marketing, Innovation and Strategy focuses on these topics, yet also dwells deeper in topics like communication, tourism, social marketing, circular economy, entrepreneurship and business reorientation due to contextual change. More specifically, the preferred topics are: business reorientation as a result of Covid-19 pandemics; consumer behaviour & market research; data science, artificial intelligence, machine learning, social media strategy, marketing and business intelligence; destination marketing and niche tourism; digital / integrated communication, advertising and promotion; entrepreneurship, competitiveness and innovation in small and medium-sized companies; innovative approaches to teaching & learning in marketing, innovation and strategy; open innovation, business models and business model innovation; social marketing, corporate social responsibility and circular economy; other topics in marketing, innovation and strategy. For all interested authors, conceptual articles are welcomed, using systematic literature review methodology or bibliometrics, as well as empirical articles focusing on case study methodologies, netnography, surveys, sentiment analysis, online naturalising inquiry and cross-sectional or time-series analyses based on secondary data sources. The Very First Issue The first issue of the first volume of our journal presents you a collection of five articles related to the digital world. Luzia Arantes opens the issue with the perception of consumers on digital marketing and sustainability. More specifically, it focuses on the relationship between digital marketing, its tools and the presence on social networks by brands with online sustainability communication. By means of a questionnaire-based survey, the author uses structural equation modelling. Results indicate the existence of a relationship between digital marketing and the communication of sustainability through digital. The second article is written by Joana Sofia Boucinha Santos and Ana Pinto de Lima, and analyzes the new online consumption habits resulting from the Covid-19 pandemic. Once again, a quantitative study implemented using a questionnaire-based survey. Results indicate that consumers changed their consumption habits in terms of proportion, amount spent on online purchases and payment methods. Changes were also noticed in the purchasing behavior of certain categories of products during the Covid-19 pandemic. The third article belongs to Anabela Maria Bello de Figueiredo Marcos and Mariana Martinho Leira, who dive into the topic of the drivers of social media adoption in B2B markets. Based on data collected from workers from B2B companies, a structural equations model was used to test the relationships among the variables learning, memorability, absence of errors, usability, functionality, social influence, satisfaction, trust, and social media adoption. Different drivers influence social media usability, trust in social media and social media usefulness. Satisfaction with social media is achieved through greater ease of use, usefulness, and trust. When social media users are satisfied, are subject to social influence, and judge social media to be usefulness, they tend to adopt social media. Sara Santos, Pedro Espírito Santo and Luísa Augusto present us an article focused on word-of-mouth antecedents of city residents, in the context of gender differences. Using a cross-sectional study, the authors identify that infrastructure, atmosphere, and perceived psychological well-being positively influence citizens' word-of-mouth. Our first issue ends with an article on the relationship of online trust with Consumer Generated Media, more specifically the case of Booking. Sandrina Teixeira, Ana Sofia and Ana Pinto de Lima develop a quantitative analysis utilizing a questionnaire-based survey based on the Trust Building Model and take into account three categories: website-based, company-based, and customer-based antecedents. Results indicate that perceived source credibility, information quality, perceived website quality, user satisfaction with previous experiences, and user experience and knowledge are the antecedents that affect online trust in the studied case. Final Thoughts All big endeavours start with the first step. And that step was made today. We begin this journey with hope and responsibility. Hope that we’ll be able to keep up the rhythm and lead IJMIS into the future quality publications in the field. And responsibility to ensure the quality is maintained and improved along the years. We thank all the authors who submitted articles for the first issue. We thank all the members of our editorial team and our community, who received today a new journal, in open source, that will disseminate knowledge related to marketing, innovation and strategy. May you follow us in the following years, as readers, authors or reviewers. We will do our best to keep you engaged.
Drivers of social media adoption in B2B markets
The Internet and social media have been gaining increasing visibility in the business world. In the last decade, this digital transformation has led to a change in the behaviour of marketing professionals and managers around the world. Although there are still some fears about the use of social media in the B2B context, it is unquestionable that these social media have proven to be essential in outlining a competitive strategy. The purpose of our study is to identify the main drivers of social media adoption in B2B markets. Based on a sample of 223 workers from B2B companies, a structural equations model was used to test the relationships among the variables learning, memorability, absence of errors, usability, functionality, social influence, satisfaction, trust, and social media adoption. The results showed that the variables learning, memorability and absence of errors are key determinants of social media usability. In turn, social influence and usability are crucial for trust in social media. In turn, usability and trust are fundamental to social media usefulness. Satisfaction with social media is achieved through greater ease of use, usefulness, and trust. Finally, when social media users are satisfied, are subject to social influence, and judge social media to be usefulness, they tend to adopt social media.
The relationship of online trust with Consumer Generated Media
Companies have undergone transformations in how they operate and promote their products and services, whether online and/or offline. As a result of this evolution, the tourism sector was not left out and consequently had to adapt to differentiate itself and ensure a competitive advantage. Thus, new innovative platforms emerged, such as Booking and TripAdvisor, that aggregate several services that tourism consumers increasingly use to plan and make their accommodation reservations. With the emergence of these platforms and the increased use by consumers, Consumer Generated Media (CGM) has emerged in parallel, growing exponentially and exerting a significant influence on booking tourist accommodation. The present research is based on a quantitative analysis utilizing a questionnaire survey based on the Trust Building Model. This model is divided into three main categories: website-based, company-based, and customer-based antecedents. Thus, we identified antecedents that influence online trust in CGM on the Booking platform and studied whether this trust affects the behavior of the travel consumer on the same platform, causing him to adopt the recommendations and practice eWOM. It was concluded that perceived source credibility, information quality, perceived website quality, user satisfaction with previous experiences, and user experience and knowledge are the antecedents that affect online trust in CGM.