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In this study, we applied the strategy-as-practice (SAP) framework to analyse strategic communication practices. SAP implies approaching strategy as something that organisational members do and is useful for understanding the tensions between emergence and formalisation and between planning and improvisation that characterise the everyday communication work of communication practitioners.

The paper is based on an ethnographic study of a record company and on qualitative interviews with various actors from the music industry.

Tensions exist between the emergence of inputs from active consumers that require flexibility and attempts to strategically formalise and continuously adapt plans and encourage consumers to act in anticipated ways. The findings revealed five strategic communication practices—meetings, working in the office, gathering and analysing consumer engagement and related data, collaboration and storytelling—that practitioners used to conduct strategic communication and navigate the tensions.

The study contributes to understanding the role of strategic communication practices in contemporary organisations and how practitioners manage the tensions within them. The study shows that an SAP approach can account for improvisation and emergence, as well as planning and formalisation. It also shows how SAP resonates with emergent and agile strategic communication frameworks.

The purpose of this study is to propose and test an extended theory of planned behavior model to explain the significance of social media influencers’ credibility, social media usage (SMU) and social media marketing while simultaneously examining females’ intentions to purchase cosmetics online.

An online questionnaire was used to collect data from 386 female consumers of cosmetics, and the data were analyzed using partial least squares structural equation modeling (PLS-SEM) with the help of SmartPLS version 4.

First, the results indicated that SMU, social media influencers’ credibility and social media marketing significantly and positively impact the theory of planned behavior components, namely, attitude, subjective norms (SNs) and perceived behavioral control (PBC). Second, results confirmed that attitude, SNs and PBC significantly and positively influenced female consumers’ online purchase intentions (OPIs).

To the best of the authors’ knowledge, this study is one of the first to examine an integrated model that consisted of SMU, social media marketing and social media influencers along with the theory of planned behavior constructs in their proposed research model in the context of cosmetics in India. The study also enriched the body of knowledge about using the PLS-SEM approach to predict OPI for cosmetics.

This study aims to establish marketing practices which predict business performance of architecture firms within the Nigerian Construction Industry (NCI) to address the sustained poor business performance of firms, which affects allied professionals as many projects in the built environment depend on design proposals from architects.

Survey responses from 86 firms were used to model business performance measured as total revenue of the firms from 40 commonly deployed marketing practices in construction.

Two-thirds of the marketing practices most used by architectural firms were ineffective in predicting business performance. The model also explains up to half the variance in business performance (37.4–49.9%), supporting the view that marketing in the CI affects business performance. Researching client needs and competitors emerged as the only significant positive predictor of business performance (β = 0.827, p = 0.043). Using social media (β = −1.247, p = 0.004), regular participation in awards/competitions (β = −1.420, p = 0.013) and inclusion of political offers in bids (β = −1.050, p = 0.016) negatively predicted business performance.

Architecture and allied professional bodies in Nigeria need to rethink existing restrictions regarding marketing based on traditional code of ethics in light of present-day realities of digital and internet business environments. Principals and management of architecture firms require a paradigm shift in deploying the appropriate marketing practices, especially as it relates to research regarding changing client expectations and current competition within the NCI.

The study established marketing practices which model business performance and demonstrate their value in a framework for improving the financial sustainability of architecture firms within the NCI.

In the 21st century, libraries are experiencing a significant decline in users due to shifting reading habits and the impact of technology, necessitating library transformation and a heightened emphasis on library marketing. Special libraries, in particular, rely heavily on patrons for survival, often due to their private ownership and limited resources. This paper aims to discuss the aforementioned objectives.

This paper examines the Taste Library, a special library in Hong Kong, and analyzes its current practices based on an interview with its founder, website content, and social media presence. The 7Ps Marketing Mix model is employed to assess the strengths and weaknesses of the library's current market position.

The Taste Library's existing practices exhibit limitations in attracting young patrons. To address this issue, we propose marketing strategies focused on enhancing social network presence, offering digitized content, and engaging in school outreach.

By concentrating on youth marketing, this study offers valuable insights for special libraries in developing strategic plans for transitioning and maintaining sustainability.

Few studies concentrate on marketing small special libraries, particularly in the East, within today's digitized economy.

This study identifies factors affecting brand building for academic libraries affiliated with the Ministry of Science, Research and Technology (MSRT) in Iran.

This research applied the grounded theory method based on the three open, axial and selective coding steps (Strauss and Corbin, 1998). The research tool was interviews conducted with 20 experts in librarianship, marketing and branding.

Library building architecture, library information resources and services, librarians' branding, marketing activities and library management are the causal conditions affecting brand building. The national economic situation, the digital publishing situation in the country and different characteristics of the new library community are the intervening conditions affecting brand building. The role of other libraries in society in the scientific education of the new generation provides contextual conditions for brand building. The higher education system and the library parent organization play a part in the operative actions/interactions for brand building. The consequences of brand building are brand image development, brand excellence and brand behavioral loyalty for libraries. Library brand identity is also a core category in brand building.

Facing steep challenges by emergent services, academic libraries are ill-prepared to meet the needs of the new information society solely with traditional services and functions. Academic libraries are required to rebrand themselves to be more successful at delivering a strong performance within a changing information environment by enhancing their brand image and establishing a more effective relationship with users.

This research aims to determine the effect of marketing literacy on the success of entrepreneurial projects (EPS) in Palestine.

To attain the study’s purpose, the researchers employed the questionnaire, which was applied to a random sample of 298 individuals from the owners of entrepreneurial projects in Palestine. The data were analyzed and tested using SmartPls 4 software.

The study reached a set of results, including that the level of marketing literacy among owners of small businesses in the Gaza Strip was significantly higher for customer service (CS), management style (MS), technology (T) and customer retention (CR). In particular, the results implied that CS, MS, T and CR significantly and positively affect EPS.

This research would help the start-ups in Palestine spread marketing literacy among the workers in entrepreneurial projects.

Today, most countries tend to support entrepreneurs and owners of creative ideas and entrepreneurial projects through various programs. To the best of the authors'' knowledge, this research is distinguished by its modernity and scarcity in the Arab world, particularly in Palestine. Thus, it would help raise awareness of marketing literacy among owners of entrepreneurial projects and provide empirical evidence of success for those who are about to establish an entrepreneurial project.

The aim of this study is to empirically investigate the impact of marketing analytics capability on business performance from the perspective of RBV theory.

This study used a survey method to gather information from 225 food processing SMEs registered with the Ghana Enterprise Agency (GEA) in Ghana’s eastern region. A structural equation modeling (SEM) path analysis was used to assess the impact of marketing analytics capability (MAC) on the performance of SMEs.

The results of the study show that MAC significantly and positively affect the financial performance (FP), customer performance (CF), internal business process performance (IBPP) and learning and growth performance (LGP) of Ghanaian SMEs. The findings of this study also illustrated the significance of MAC determinants, including marketing analytics skills (MAS), data resource management (DRM) and data processing capabilities (DPC), in achieving SME success in Ghana.

The research’s conclusions give RBV theory strong credence. The results of this study also provide credence to previous research finding that SMEs should view MAC and its determinants (i.e. DRM, DPC, MAS) as a crucial strategic capability to improve their performance (i.e. FP, CF, IBPP, LGP). With regard to its contribution, this study broadens the body of knowledge on MAC and SME performance, particularly in the context of an emerging economy.

The recent livestreaming commerce has magnified the role of influencer marketing, where the influencers are partnering with brands for product promotion. This study examines the impact of influencer attributes, interaction strategies and parasocial relationships on impulsive buying in livestreaming commerce.

A survey with 368 livestreaming commerce users was analyzed using the symmetric-thinking approach – partial least squares structural equation modeling (PLS-SEM) and asymmetric thinking approach – fuzzy set qualitative comparative analysis (fsQCA).

The results of PLS-SEM indicate that influencer trustworthiness, influencer interactivity and self-disclosure determine parasocial relationships, which in turn influence impulsive buying. The fsQCA finding returned three configurations with various combinations of the causal conditions (i.e. influencer attributes, interaction strategies, parasocial relationships, perceived fit uncertainty and perceived quality uncertainty) explaining the formation of impulsive buying.

These findings provide unique linear and nonlinear insights to explain the combinatory effects of influencer attributes, interaction strategies, parasocial relationships, perceived fit uncertainty and perceived quality uncertainty on impulsive buying in livestreaming commerce.

This study aims to evaluate Web-based tools that are potentially used by universities and college libraries to market e-resources in Tanzania.

This study evaluated Web-based tools that are potentially used to market e-resources in libraries in Tanzania. A sample of 52 universities and colleges was approved by Tanzania Commission for Universities and was purposively selected for this study. The evaluation was conducted with an established checklist to evaluate the websites with a view to identifying Web-based tools, which are potentially useful in marketing e-resources.

The finding of this study indicates that most libraries have websites linked to their institutional websites. The finding has revealed that social media are mostly used by public universities to market e-resources. However, only one university is using WhatsApp to communicate with patrons. The findings show that the majority of public university libraries display a list of e-resources on their websites. Moreover, the displayed e-resources of most websites are not up to date, and some of them are irrelevant. Also, most public universities provide guidelines on how to use the subscribed e-resources as opposed to their counterpart.

The study on the evaluation of Web-based e-resources marketing tools is new in Tanzania. The finding of this study will trigger efforts to adjust the way libraries market their e-resources online.

There has been a lot of research on how to set marketing budgets, but the overlooked aspect was how allocating funds influences business performance in a multi-goal context. This study aims to examine the relationship between business performance, the process of allocating funds to multiple goals and the interaction among the goals.

Ratio data were generated through “a constant sum scale” from a sample of 362 managers from the B2C sector, besides data on after-tax revenue for two years. The data file was created. Then, a factor analysis was performed on the data. Furthermore, an econometric model with interaction terms was fitted to the data.

The results show that allocating funds to multiple marketing goals – demand generation, customer experience, brand image, marketing competency and purchase intention – influences business performance. Furthermore, a goal’s impact on business performance is higher when coupled with other goals than in isolation.

The findings of the study should assist managers in increasing revenue while spending less on marketing and shifting funds from less efficient goals and pairs of goals to highly efficient ones.

By extending the relevant theory on the relationship between the process of marketing fund allocation, multiple goals and business performance, this study contributes to the literature on marketing.