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Given the contradictory findings of standardization/adaptation of marketing strategy in explaining export performance in the extant research, this study aims to examine the contingent effects of managerial ties and born global orientation in the standardized advertising-export performance conceptualization.

The study used two-respondent method in the survey research by a sample of 155 exporting firms operating in the industrial marketing based in Australia and New Zealand and applied hierarchical regression analysis to test the hypotheses.

The findings demonstrate that standardized advertising has a significant effect on export performance and this relationship is positively moderated by business ties. Such effect is particularly enhanced for born global firms (than nonborn global firms). However, political ties negatively influence the impact of standardized advertising on performance and such effect is stronger for born global firms.

A broader perspective of contingent variables should be included to examine the underlying relationship between standardized advertising and export performance in capturing the dynamism in international marketing contexts, such as institutional frameworks or sociocultural environments in host countries.

Standardized advertising is critical for born global firms’ export performance as it can increase efficiency and speed up internationalization processes. Such positive impact of standardized advertising on export performance is further enhanced if born global firms allocate resources to develop strong business ties with host country partners instead of building political ties with host country governments, because smooth business networking can facilitate standardized advertising on industrial marketing, yet justifiable political relations require intricate negotiations that often prolong internationalization progress.

This study incorporates managerial ties and born global orientation as contingent factors in fixing the theoretic interlock between standardization advertising strategy and export firm performance.

This study aims to provide nuanced insights into the effectiveness of digital outdoor advertising in redefining urban tourism appeal. Amidst a transformative era for urban tourism and city branding strategies, this study evaluates Tecoration’s influence on city branding and tourism promotion frameworks. Using the “Wave” digital outdoor advertising campaign in Seoul as a focal point, this analysis explores how such innovative marketing efforts reshape potential tourists’ perceptions and intentions toward visiting Seoul.

The study uses a bifurcated methodological framework. The initial phase undertakes a granular topical analysis, decoding keyword patterns from YouTube video commentaries, offering an unmediated insight into viewer sentiment. This is juxtaposed with a structural equation modeling technique in the subsequent phase, which serves to validate and triangulate the findings of the primary analysis.

The study reveals that viewer reactions, imbued with a sense of surprise attributable to both the content’s novelty and the technological innovation, exhibit a strong correlation with increased media engagement. This enhanced engagement significantly influences the viewers’ overall perception of the city, culminating in a marked increase in their intentions to visit Seoul.

The findings have transformative implications for city branding strategies, accentuating the potential of digital outdoor mediums. The study advocates for a paradigm shift that underscores the indispensability of Tecoration in elevating urban brand imagery and catalyzing the broader objectives of smart city metamorphosis, urban tourism rejuvenation and commercial growth trajectories.

The results of this research highlight the transformative potential of digital outdoor media in city branding. The findings suggest a shift in strategy, emphasizing the critical role of Tecoration in enhancing urban brand imagery, driving smart city development, revitalizing urban tourism and fostering commercial growth. This study underscores the strategic importance of integrating Tecoration into the urban branding framework, showcasing its vital contribution to the growth and dynamism of modern cities.

The findings of this study highlight the social implications of integrating Tecoration media in urban environments. By enhancing city branding and tourism through innovative digital signage, cities can foster a more vibrant and attractive urban atmosphere, promoting community pride and engagement. Additionally, the increased visitor traffic can boost local economies and support cultural exchange, contributing to the overall social and economic well-being of urban areas. Strategic use of digital outdoor advertising can also bridge the gap between technological advancements and public spaces, creating more interactive and inclusive urban experiences for residents and tourists alike.

This study embraces a viewer-centric perspective, delving into the relatively uncharted realms of surprise and media engagement within the digital consumption landscape. By adopting this innovative angle, the research significantly deepens the comprehension of viewer experiences and broadens the academic boundaries concerning city branding and media effect frameworks in management literature.

The principal objective of this research is to delve into the intricate dynamics surrounding the contentious exploitation of incentive-based marketing tactics within online food delivery (OFD) services in Malaysia.

The data collection process involved the development of an online survey questionnaire rooted in quantitative research methodology. To ascertain a representative sample, a probability-based simple random sampling approach was undertaken, and the data was gathered using the Google Form survey tool. To empirically test the proposed model, data was collected from a sample of 350 participants. The hypotheses were evaluated using the PLS-SEM technique to scrutinize the relationships within the model and assess potential variations across different groups.

The results delineated that all the hypotheses were supported; however, Irritation was rejected and unable to have an influence on consumer attitudes and purchase behaviour towards mobile advertising.

By offering incentives, marketers can foster greater acceptance of advertising among consumers, thereby enhancing their engagement and interaction with mobile advertising in the OFD services.

The advancement of mobile technology has facilitated the emergence of innovative marketing tactics, enabling firms and brands to establish direct communication channels with prospective consumers.

This study aims to explore the dynamic interplay of key resources (i.e. research and development (R&D), advertising and exports) in affecting the performance of USA manufacturing firms. Specifically, the authors examine the dynamic impact of joint resources and predict differential effect scales contingent on firm capabilities.

This study presents a combined multiple regression analysis (MRA)-multilayer perceptron (MLP) neural network modeling and investigates the complex interlinkage of capabilities, resources and performance. As an innovative approach, the MRA-MLP model investigates the effect of capabilities under the combinatory deployment of joint resources.

This study finds that the impact of joint resources and synergistic rents is not uniform but rather distinctive according to the combinatory conditions and that the pattern is further shaped by firm capabilities. Accordingly, besides signifying the contingent aspect of capabilities across a range of resource combinations, the result also shows that managerial sophistication in adaptive resource control is more than a managerial ethos.

The proposed analytic process provides scientific decision support tools with control mechanisms with respect to deploying multiple resources and setting actionable goals, thereby presenting pragmatic benchmarking options to industry managers.

Using the theoretical underpinnings of the resource-based view (RBV) and resource orchestration, this study advances knowledge about the complex interaction of key resources by presenting a salient analytic process. The empirical design, which portrays holistic interaction patterns, adds to the uniqueness of this study of the complex interlinkages between capabilities, resources and shareholder value.

This paper aims to investigate the extent to which nostalgic advertising can foster brand love. It examines the effects of two common forms of nostalgia in advertising – that is, personal and historical nostalgia – on consumers’ love towards a brand in both a developed (the UK) and a developing country (India).

A pre-test and post-test quasi-experimental study was conducted with two representative samples of consumers (i.e. 277 British and 255 Indian). Respondents were randomly exposed to one ad evoking either personal or historical nostalgia, or a non-nostalgic ad.

The results indicate that the use of nostalgia in advertising increases brand love in both countries. However, the effectiveness of each type of nostalgia varies depending on the country considered. In the UK, personal nostalgia increases brand love more than historical nostalgia, whereas, in India, historical nostalgia was found to be more significantly related to brand love than personal nostalgia.

The primary implication for marketers is to consider nostalgic advertising as a critical lever to building longer-term value for a brand (i.e. brand love) whilst being mindful of the country-specific differences regarding how such a lever should be executed to achieve effectiveness be effective.

The paper contributes to the advancement of the brand love literature by clarifying whether, and under what circumstances, the use of specific types of nostalgia in advertising increases consumers’ love towards a brand.

Cross-border e-commerce continues to garner much attention within the international marketing literature as the world becomes hyperconnected through digital channels. Although there is an abundance of international marketing research on cross-border e-commerce, there is a lack of information regarding the influences of meta-institutional factors, such as a country’s level of globalization, on the relationship between digital advertising and cross-border e-commerce buyers. The objective of this research is to examine the effects of digital media ad spend at the country level on cross-border e-commerce buyers across countries under differing degrees of formal (i.e. political) and informal (i.e. cultural) institutional globalization.

This work examines the influence of digital ad spend at the country level and the degree of the country’s formal and informal institutional globalization on the share of cross-border e-commerce buyers. We examine this issue within a 21-country, 8-year, unbalanced panel dataset.

We find that there is substantive heterogeneity in degrees of formal (i.e. political) and informal (i.e. cultural) institutional globalization and cross-border e-commerce across countries. Digital ad spend at the country level is positively associated with cross-border e-commerce buyers within a country. A country’s level of political globalization enhances, but cultural globalization was found to dampen the positive association. The results indicate that political and cultural globalization of a country both contribute to increased interconnectedness with the global market, yet the nature of the interconnection differs.

The findings are informative to international marketing managers navigating the digital landscape and highlight the importance of institutions in international marketing activities. The study specifically demonstrates the varying effects of the meta-institutional factors of a country’s level of political and cultural globalization on the association between digital ad spend and cross-border e-commerce buyers at the country level, across a wide variety of countries, thus also contributing to the effort to improve generalizations from multi-country comparisons in international marketing research.

This study investigates advertising avoidance behavior among consumers, specifically in the realm of meta-platforms. It explores the impacts of digital burnout, advertising clutter, perceived advertising risk, and goal impediment on cognitive and behavioral ad avoidance.

With a sample of 410 respondents, the research employs a comprehensive analysis approach with SEM and CFA, integrating Avoidance Motivation Theory. It examines direct and indirect influences on ad avoidance, mediated by consumer emotions and attitudes. The study highlights the moderating role of content quality in shaping these relationships.

Significant links were found between digital burnout, clutter, perceived advertising risk, and goal impediment with cognitive and behavioral ad avoidance. The study emphasizes the importance of content quality and suggests strategies that focus on emotional resonance, user alignment, and reduced intrusion.

For advertisers and marketers in digital spaces, the findings recommend strategies promoting healthy technology usage, streamlined advertising content, transparent communication aligned with user goals, and emotionally resonant campaigns to mitigate ad avoidance behaviors.

Understanding consumer sentiments aids policymakers in creating conducive advertising models, benefiting both consumers and businesses. This enhances user experiences in digital environments.

The paper distinctively applies the Avoidance Motivation Theory to the context of avoiding social media advertisements, thereby uncovering the causes of negative consumer emotions and attitudes, and highlighting the crucial role of content quality as a means to counteract these adverse reactions.

Running advertising campaigns and attracting the traffic, as well as collecting information from users who have entered the website once, provides the conditions to perform retargeting campaigns and consequently increases website visit rates and sales. The purpose of this research is to design a roadmap of retargeting campaign for small and medium enterprises (SMEs), as well as to compare normal and retargeting advertising campaigns in order to confirm the effectiveness of retargeting campaigns.

A single-case-study strategy was adopted by choosing advertising Company-X to design the roadmap of retargeting campaigns and evaluate its effectiveness. Using a purposive sampling, semi-structured interviews were conducted with 14 experts of advertising Company-X. Furthermore, the documents and reports available in the company were also analyzed. Thematic analysis was employed to analyze the interviews and documents. Next, a one-way ANOVA test and a two-sample t-test were used to measure the effectiveness of retargeting campaigns of the Company-X compared to normal campaigns with secondary data of 22 SMEs for a six-month period.

The qualitative phase led to the presentation of a roadmap for the retargeting campaigns in three stages: preparation, process and implementation. The results of the quantitative phase revealed that the ratio of clicks to impressions (click-through rate) and the ratio of successful purchase tags to clicks (conversion rate) are much higher in the retargeting product campaign. Therefore, the performance of selected SMEs as an example in the product retargeting campaign was better than that of the non-retargeting campaigns. Also, the ratio of cost to the successful purchase tag was higher for the product retargeting campaigns.

This study contributes to the literature of retargeting. First, this study provides SMEs with a successful roadmap for retargeting campaigns. Second, this research reveals the effectiveness and mechanism of retargeting for SMEs.

This research delves into the nuanced effects of positive goal framing quantity in advertising on consumer reactions towards new products, categorizing them into incrementally new products (INPs) and really new products (RNPs). It moves beyond the traditional binary evaluation of advertising effectiveness, offering a more intricate analysis of consumer engagement based on product novelty.

Employing a comprehensive dataset encompassing 461 digital video advertisements from six leading technology-centric firms, this study employs content analysis alongside hierarchical polynomial regression to dissect the dynamics between the volume of positive goal framings and consumer engagements. This examination is contextualized within the spectrum of product innovation, offering insights into the differential consumer behaviors elicited by INPs and RNPs.

The investigation uncovers a non-linear, inverted U-shaped correlation between the volume of positive goal framings and consumer responses. This relationship exhibits variability in its intensity between INPs and RNPs, with INPs demonstrating a more pronounced response variability around a higher inflection point on the curve. This pattern underscores the complex interplay between goal framing and product novelty in shaping consumer perceptions and actions.

This study pioneers the exploration of goal framing within the realm of product advertising, shifting the analytical lens from its traditional roots in health and medicine to the intricacies of consumer behavior in response to advertising. By introducing a distinctive classification of product newness through INPs and RNPs, the research augments current understanding of effective advertising strategies, delivering profound insights for marketers and advertisers in tailoring their campaigns to align with consumer expectations and product characteristics.

There is a lot of talk about the electric car today, but these vehicles are not new. Indeed, thebeginning of the 20th century saw electricity and the automobile take hold in North American society, so that by 1910, the electric car was everywhere. Until the turn of the 1920s, a new era dawned for transportation in the USA, but without the electric car. The purpose of this study is to question Why did it happen.

This paper develops such a comparison, not of the cars themselves, through a detailed engineering analysis, but rather of the marketing of electric vehicles in the USA in 1910 and 2010, as it appeared in the marketing strategies of the manufacturers.

There are many technical and economic reasons for this, but not only; there are also commercial strategy reasons. The position of manufacturers, especially through advertising and the press, can tell us about this golden age of the electric car, what precipitated its fall, and its reappearance a century later.

It is a comparison of images, of how electric vehicles had been and are proposed to the public, through the exploration of mainly promotional material and newspaper articles.