International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET)
type: channel
description: International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) is an international journal that publishes popular articles in the fields of Social Science, Education, Economics, Agricultural Research, Agricultural Economics, International Law, Human Right Society, Art and Humanities, International Managements, Science Engineering and Technology. In accordance with the decree issued by Director General of Research and Development of the Ministry of Higher Education, Research and Technology, bearing the reference Number 295/C/C3/KPT/2026 Dated January 2, 2026 Concerning the Accreditation Ranking of Scientific Journals Period II, the "International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET)" journal has been bestowed with the esteemed National SINTA 3 Ranking Still 2025-2030. IJSET is published every month in order to help researchers publish their research results quickly. The advantages of IJSET include: international indexing, fast review and publication processes, and affordable costs.
publisher: RADJA PUBLIKA
language: en-US
publication name: International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET)
issn: 2827-766X
items: STRATEGY OF TARU JURUG SURAKARTA ZATAN REGIONAL PARK IN INCREASING REGIONAL ORIGINAL REVENUE THROUGH IMPLEMENTATION OF GOOD CORPORATE GOVERNANCE
items: THE TALENT PIPELINE: DEVELOPING AND RETAINING A FUTURE-READY MARKETING TEAM
items: THE SYNERGY OF HUMAN AND AI CREATIVITY: AN EXPERIMENT IN CO-CREATING EFFECTIVE MARKETING CONTENT
items: NEUROETHICAL CONSIDERATIONS IN NEUROMARKETING: A FRAMEWORK FOR RESPONSIBLE RESEARCH AND APPLICATION
items: FIELD EXPERIMENTS IN MARKETING: A PRACTICAL GUIDE FOR ADDRESSING EXTERNAL VALIDITY AND ETHICAL CHALLENGES IN COLLABORATION WITH FIRMS
items: INFLUENCER MARKETING AUTHENTICITY: A MULTI-METHOD STUDY ON FOLLOWER DISCERNMENT AND ITS IMPACT ON PERSUASION KNOWLEDGE
items: FROM DATA TO DECISIONS: A MODERN MARKETING MANAGER'S GUIDE
items: THE EFFECT OF JOB STRESS AND QUIET QUITTING ON TURNOVER INTENTION WITH BURNOUT AS A MEDIATION VARIABLE AMONG MOTOR SAILING VESSEL CREWS IN BONTANG CITY
items: THE REPLICATION CRISIS IN MARKETING: A FIELD-SPECIFIC DIAGNOSIS AND PRESCRIPTIONS FOR IMPROVING METHODOLOGICAL RIGOR
items: THE TEMPORAL DYNAMICS OF CUSTOMER JOURNEY EMOTIONS: A CONTINUOUS-TIME MODELING APPROACH
items: THE EFFECT OF DIGITAL MARKETING ON CONSUMER PURCHASE INTENTION THROUGH BRAND TRUST AND CUSTOMER ENGAGEMENT: A SEM-PLS ANALYSIS OF FOOD-RELATED SMES IN PONTIANAK
items: CIRCULAR ECONOMY BUSINESS MODELS: THE CRITICAL ROLE OF MARKETING IN SHAPING CONSUMER ACCEPTANCE AND BEHAVIOR
items: THE EFFECT OF WORKLOAD AND COMPENSATION ON INPATIENT NURSE TURNOVER INTENTION AT TYPE C HOSPITAL, WEST JAKARTA WITH JOB STRESS AS A MEDIATING VARIABLE
items: CONSPICUOUS CONSERVATION: THE ROLE OF SUSTAINABLE BRAND CHOICES IN SIGNALING IDENTITY AND SOCIAL STATUS
items: EFFECTIVENESS OF BIOCHAR AND MICROBIAL APPLICATIONS IN SWEET SORGUM (SORGUM BICOLOR L.) CROPS ON SEAWATER-INTRUDED MEDIA
items: BLOCKCHAIN FOR MARKETING: MOVING BEYOND HYPE TO APPLICATIONS IN PROVENANCE, LOYALTY, AND COUNTERFEIT PREVENTION
items: GREEN INVESTMENT, DIGITAL TECHNOLOGY AND DIGITAL FINANCE CAPABILITY ON FINANCIAL SUSTAINABILITY
items: THE EVOLUTION OF CUSTOMER EXPERIENCE (CX) CONSTRUCT: AN INTEGRATIVE CONCEPTUAL FRAMEWORK
items: PRIVACY CALCULUS IN THE ERA OF ZERO-PARTY DATA: HOW VALUE EXCHANGE FRAMING SHAPES WILLINGNESS TO DISCLOSE
items: THE DARK SIDE OF PERSONALIZATION: WHEN DATA-DRIVEN CUSTOMIZATION ERODES PERCEIVED AUTONOMY AND TRIGGERS REACTANCE
items: CROSS-CULTURAL MARKETING RESEARCH: ADVANCING MEASUREMENT INVARIANCE PRACTICES FOR ROBUST EQUIVALENCE TESTING
items: METAVERSE MARKETING: CONCEPTUAL FOUNDATIONS AND A RESEARCH AGENDA FOR BRAND PRESENCE, COMMUNITY, AND COMMERCE
items: THE AGILE MARKETING PLAYBOOK: MANAGING STRATEGY IN A REAL-TIME WORLD
items: B2B MARKETING IN SUPPLY CHAIN DISRUPTION: BUILDING ADAPTIVE CAPABILITY THROUGH RELATIONAL GOVERNANCE AND DIGITAL INTEGRATION
items: TRANSFORMATIONAL LEADERSHIP AS A MEDIATOR BETWEEN REWARD SYSTEMS AND LECTURER PERFORMANCE AT SEKOLAH TINGGI FARMASI INDONESIA
items: NAVIGATING ALGORITHMIC AVERSION: CONSUMER TRUST AND ADOPTION OF AI-GENERATED RECOMMENDATIONS IN HIGH-INVOLVEMENT CATEGORIES
items: BREAKING THE CYCLE: RETHINKING VIOLENCE AGAINST WOMEN AND PATHWAYS TO JUSTICE IN INDIA
items: BRAND ACTIVISM IN POLARIZED SOCIETIES: A STAKEHOLDER THEORY PERSPECTIVE ON RISKS, COMMUNICATION, AND LONG-TERM EQUITY

STRATEGY OF TARU JURUG SURAKARTA ZATAN REGIONAL PARK IN INCREASING REGIONAL ORIGINAL REVENUE THROUGH IMPLEMENTATION OF GOOD CORPORATE GOVERNANCE
type: item
description: Good Corporate Governance ( GCG ) principles in the Taru Jurug Zoo Regional Public Company Surakarta (Perumda TSTJ) in order to increase Regional Original Income (PAD). Perumda TSTJ is a Regionally-Owned Enterprise (BUMD) owned by the Surakarta City Government that manages the Taman Jurug tourist area. In 2023, Taman Jurug was revitalized and renamed Solo Safari. This study uses a qualitative descriptive approach. Primary data was obtained through interviews with key informants from Perumda TSTJ determined by purposive techniques and secondary data from a number of regulatory documents, financial reports, and other official publications. The results of the study indicate that after revitalization, the implementation of GCG principles , including transparency, accountability, responsibility, independence, and fairness, was carried out well and had positive implications for the company's performance and profits. The principle of transparency is evident in the revitalization process, which is carried out openly, thus increasing public trust. The principle of accountability is evident in the internal and external monitoring mechanisms implemented . The principle of responsibility is seen in how the management is responsible for the company's business sustainability by carrying out revitalization and operational cooperation with Taman Safari Indonesia. The principle of independence is evident in the company's management which is free from interference from unauthorized parties. Decisions are based solely on objective and professional business decisions. The principle of fairness ensures fair treatment for stakeholders related to Perumda TSTJ. In addition, this study found an increase in company revenue and profits as well as PAD deposits which increased 100% higher after the implementation of GCG . Supporting factors for the implementation of GCG are the strong commitment of the regional head and his regional apparatus along with supporting regulations that guide the imp…
creator: Achmad Syukri Prihanto
creator: Adji Suradji Muhammad
rights: Copyright (c) 2026 Achmad Syukri Prihanto, Adji Suradji Muhammad https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-11
publication date: 2026-04-11
volume: 5
number: 5
starting page: 2246
ending page: 2254

THE TALENT PIPELINE: DEVELOPING AND RETAINING A FUTURE-READY MARKETING TEAM
type: item
description: This study examines the development of a talent pipeline for building and retaining future-ready marketing teams in an increasingly dynamic and technology-driven environment. As digital transformation, artificial intelligence, and data-driven marketing reshape the industry, organizations face growing challenges in addressing talent shortages and skill gaps. Traditional approaches to talent management are often insufficient to meet the evolving demands of modern marketing roles, particularly in areas such as analytics, digital platforms, and strategic thinking. To address these issues, this study adopts a qualitative review-based approach, synthesizing existing literature and industry insights to develop an integrative framework for marketing talent management. The findings identify key competencies required for future-ready marketing teams, including digital, analytical, creative, and strategic skills, and highlight the importance of managing talent across the stages of attraction, development, retention, and advancement. The proposed framework emphasizes the integration of recruitment, continuous learning, technology utilization, and organizational culture to create a sustainable and adaptable talent pipeline. The study concludes that a holistic and strategic approach is essential for organizations seeking to remain competitive in a rapidly evolving marketing landscape. While the study contributes to both theory and practice by offering a unified perspective, it is limited by its conceptual nature. Future research should focus on empirical validation and explore the role of emerging technologies in shaping marketing talent strategies.
creator: Susi
creator: Lukmanul Hakim
creator: Dahrul Aman Harahap
rights: Copyright (c) 2026 Susi, Lukmanul Hakim, Dahrul Aman Harahap https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-09
publication date: 2026-04-09
volume: 5
number: 5
starting page: 2205
ending page: 2213
doi: 10.5281/zenodo.19487601

THE SYNERGY OF HUMAN AND AI CREATIVITY: AN EXPERIMENT IN CO-CREATING EFFECTIVE MARKETING CONTENT
type: item
description: This study explores the synergy between human and artificial intelligence (AI) creativity in the co-creation of effective marketing content. As generative AI tools become increasingly integrated into marketing practices, understanding how human and AI capabilities interact has become essential. Using an experimental approach, this research compares human-created, AI-generated, and co-created content across key dimensions, including creativity, authenticity, engagement, and overall effectiveness. The findings reveal that while human-created content excels in emotional depth and authenticity, and AI-generated content demonstrates strengths in efficiency and scalability, co-created content consistently achieves the most balanced and effective outcomes. Perceived creativity and authenticity emerge as critical mediating factors that influence consumer responses, shaping trust, engagement, and persuasive impact. The study also highlights the role of moderating factors such as consumer familiarity with AI and task complexity in determining the effectiveness of different content creation modes. A conceptual framework is proposed to explain the relationships between content creation mode, perceptual mediators, and marketing outcomes. This research contributes to the literature on hybrid creativity and provides practical insights for marketers seeking to optimize content strategies through human–AI collaboration.
creator: Ma’rifah
creator: Lukmanul Hakim
creator: Tibrani
rights: Copyright (c) 2026 Ma’rifah, Lukmanul Hakim, Tibrani https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-18
publication date: 2026-04-18
volume: 5
number: 5
starting page: 2487
ending page: 2494
doi: 10.5281/zenodo.19641415

NEUROETHICAL CONSIDERATIONS IN NEUROMARKETING: A FRAMEWORK FOR RESPONSIBLE RESEARCH AND APPLICATION
type: item
description: This article examines the neuroethical considerations associated with the growing use of neuromarketing in contemporary marketing practice. Advances in neuroscience and technologies such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and eye-tracking have enabled marketers to gain deeper insights into consumers’ subconscious responses. While these developments offer significant opportunities for improving marketing effectiveness, they also raise important ethical concerns related to consumer autonomy, privacy, and potential manipulation. Using a narrative literature review, this study synthesizes insights from marketing, neuroscience, and ethics to identify key ethical themes, including the protection of autonomy, risks of exploitation, data privacy, and the need for transparency and accountability. The article further explores neuroethical risks in practice, such as misuse of neural data and ethical issues involving vulnerable populations. Based on these findings, a neuroethical framework is proposed, grounded in the principles of autonomy, beneficence, non-maleficence, and justice. This framework provides guidance for responsible research and application in neuromarketing. The study contributes by integrating ethical theory with marketing practice and offers practical implications for organizations seeking to adopt neuromarketing responsibly. Future research should focus on empirical validation and cross-cultural applications of the framework.
creator: Khairul Putra
creator: Lukmanul Hakim
creator: Dahrul Aman Harahap
rights: Copyright (c) 2026 Khairul Putra, Lukmanul Hakim, Dahrul Aman Harahap https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-11
publication date: 2026-04-11
volume: 5
number: 5
starting page: 2282
ending page: 2289

FIELD EXPERIMENTS IN MARKETING: A PRACTICAL GUIDE FOR ADDRESSING EXTERNAL VALIDITY AND ETHICAL CHALLENGES IN COLLABORATION WITH FIRMS
type: item
description: This study examines the key challenges and emerging best practices in field experiments, with a particular focus on external validity, ethical concerns, and collaboration with firms. The findings reveal that external validity remains a major limitation, as many studies are context-dependent and confined to single firms or markets, reducing generalizability. Ethical issues, including lack of informed consent and heightened privacy risks in digital environments, emerge as the most critical concern, highlighting the need for stronger ethical frameworks and greater transparency. Collaboration with firms offers valuable opportunities but is often constrained by organizational resistance, data access limitations, and misaligned objectives. The analysis also identifies a gap between the severity of these challenges and the current level of best practice adoption. However, emerging approaches such as multi-site experimentation, transparent ethical protocols, and structured collaboration agreements show promise in addressing these issues. In addition, insights from measurement invariance research emphasize the importance of methodological rigor and improved reporting standards. Overall, the study proposes an integrated framework that balances methodological rigor, ethical responsibility, and practical feasibility. These findings provide actionable guidelines for researchers and practitioners to conduct more reliable, ethical, and impactful field experiments in marketing.
creator: Yeni Idayusi
creator: Lukmanul Hakim
creator: Dahrul Aman Harahap
rights: Copyright (c) 2026 Yeni Idayusi, Lukmanul Hakim, Dahrul Aman Harahap3 https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-09
publication date: 2026-04-09
volume: 5
number: 5
starting page: 2198
ending page: 2204
doi: 10.5281/zenodo.19487366

INFLUENCER MARKETING AUTHENTICITY: A MULTI-METHOD STUDY ON FOLLOWER DISCERNMENT AND ITS IMPACT ON PERSUASION KNOWLEDGE
type: item
description: This study examines the role of authenticity in influencer marketing and investigates how follower discernment shapes persuasion knowledge and consumer responses. As influencer marketing continues to expand across digital platforms, authenticity has become a critical determinant of trust, engagement, and effectiveness. Drawing on a multi-method research design that integrates surveys, experiments, and content analysis, this study explores how followers identify cues of authenticity and sponsorship in influencer content. The findings reveal that detection cues such as language, tone, and visual consistency play a key role in shaping authenticity perceptions, while individual factors such as experience and media literacy influence the ability to discern persuasive intent. The study further demonstrates that perceived authenticity and persuasion knowledge act as central mediators, determining whether consumers respond with trust or skepticism. The activation of persuasion knowledge often leads to increased critical evaluation and resistance, particularly when content is perceived as overly commercial. However, authenticity and transparent disclosure can mitigate these effects and sustain engagement. The study contributes to theory by extending the Persuasion Knowledge Model to influencer contexts and offers practical insights for designing authentic and effective influencer strategies. Future research should explore cross-platform and cultural variations in authenticity perception.
creator: Samapto
creator: Lukmanul Hakim
creator: Tibrani
rights: Copyright (c) 2026 Samapto, Lukmanul Hakim, Tibrani https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-12
publication date: 2026-04-12
volume: 5
number: 5
starting page: 2392
ending page: 2399

FROM DATA TO DECISIONS: A MODERN MARKETING MANAGER'S GUIDE
type: item
description: This article explores how modern marketing managers can effectively transform data into actionable decisions in an increasingly complex and data-rich environment. The rapid expansion of digital technologies has led to an explosion of data from multiple sources, creating both opportunities and challenges for organizations. While data offers valuable insights into customer behavior, market trends, and performance, many organizations struggle to convert this information into meaningful strategic actions. Using a narrative literature review, this study synthesizes insights from academic and industry sources to identify key themes in data-driven marketing, including data as a strategic asset, analytical capabilities, integration of data and intuition, and real-time decision-making. Based on these findings, the article proposes a “From Data to Decisions” framework consisting of four stages: data collection, data analysis, insight generation, and decision implementation. The study also highlights the critical role of technology, including analytics platforms, artificial intelligence, and automation, as well as the importance of managerial capabilities such as data literacy and cross-functional collaboration. The article contributes by bridging theory and practice and offers practical guidance for marketing managers navigating data-driven decision-making. However, further empirical research is needed to validate the proposed framework.
creator: Alpizar
creator: Lukmanul Hakim
creator: Dahrul Aman Harahap
rights: Copyright (c) 2026 Alpizar, Lukmanul Hakim, Dahrul Aman Harahap https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-11
publication date: 2026-04-11
volume: 5
number: 5
starting page: 2264
ending page: 2272

THE EFFECT OF JOB STRESS AND QUIET QUITTING ON TURNOVER INTENTION WITH BURNOUT AS A MEDIATION VARIABLE AMONG MOTOR SAILING VESSEL CREWS IN BONTANG CITY
type: item
description: This study aims to analyze the effect of job stress and quiet quitting on turnover intention with burnout as a mediating variable among Motor Sailing Vessel (MSV) crews in Bontang City, East Kalimantan. The high work pressure and changing work behaviors are critical issues in the traditional shipping sector. A quantitative approach with an explanatory design was used. The population included all active MSV crews (395 respondents) using a census technique. Data were analyzed using SEM-PLS. The results show that job stress and quiet quitting have a positive and significant effect on burnout. Burnout also has a significant positive effect on turnover intention. Furthermore, burnout fully mediates the relationship between job stress and turnover intention, as well as between quiet quitting and turnover intention. The findings indicate that psychological work conditions are key factors driving crew turnover intention. Managerial implications emphasize the importance of stress management and burnout prevention to sustain the maritime workforce.
creator: Ade Bukti Ramadhan
creator: Irsan Tricahyadinata
creator: Irwansyah
rights: Copyright (c) 2026 Ade Bukti Ramadhan, Irsan Tricahyadinata, Irwansyah https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-14
publication date: 2026-04-14
volume: 5
number: 5
starting page: 2434
ending page: 2439
doi: 10.5281/zenodo.19582937

THE REPLICATION CRISIS IN MARKETING: A FIELD-SPECIFIC DIAGNOSIS AND PRESCRIPTIONS FOR IMPROVING METHODOLOGICAL RIGOR
type: item
description: This study examines the replication crisis in marketing by providing a field-specific diagnosis and proposing methodological improvements to enhance research rigor. The replication crisis, characterized by the inability to reproduce empirical findings, has raised concerns about the credibility and reliability of marketing research. This article identifies key contributing factors, including questionable research practices such as p-hacking and selective reporting, lack of transparency in data and methods, publication bias favoring statistically significant results, and institutional pressures driven by the “publish or perish” culture. Using a qualitative literature review approach, this study synthesizes insights from prior research to explore the structural and methodological roots of the problem. The findings reveal that the replication crisis in marketing is not caused by a single factor but by an interconnected system of methodological weaknesses and institutional incentives. These issues undermine both the theoretical development of marketing and its practical applications in business decision-making. To address these challenges, the study proposes several key recommendations, including the adoption of open science practices, increased support for replication studies, improvements in research design and statistical analysis, and enhanced education on research ethics and methodology. By implementing these strategies, the marketing discipline can strengthen its scientific foundation, improve the reproducibility of findings, and restore trust in academic research.
creator: Indra Hidayat
creator: Lukmanul Hakim
creator: Dahrul Aman Harahap
rights: Copyright (c) 2026 Indra Hidayat, Lukmanul Hakim, Dahrul Aman Harahap https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-09
publication date: 2026-04-09
volume: 5
number: 5
starting page: 2229
ending page: 2236
doi: 10.5281/zenodo.19487282

THE TEMPORAL DYNAMICS OF CUSTOMER JOURNEY EMOTIONS: A CONTINUOUS-TIME MODELING APPROACH
type: item
description: This article examines the temporal dynamics of customer journey emotions and proposes a continuous-time modeling approach to better understand how emotions evolve throughout the customer experience. Traditional customer journey models often rely on static, stage-based representations that fail to capture the continuous and interconnected nature of emotional responses. Drawing on a narrative literature review across marketing, psychology, and data science, this study highlights the importance of viewing emotions as dynamic trajectories shaped by ongoing interactions. Key findings emphasize the role of emotional peaks, troughs, critical moments, and lag effects in influencing overall customer perceptions and behavioral outcomes. The study introduces a continuous-time modeling framework that integrates customer interactions as inputs, emotional state changes as processes, contextual and psychological factors as mediators, and outcomes such as satisfaction and loyalty. Additionally, moderating factors including customer characteristics, interaction channels, timing, and external context are identified as crucial in shaping emotional dynamics. The article contributes theoretically by integrating temporal perspectives with customer experience research and offers practical insights for real-time monitoring and adaptive experience design. Future research should focus on empirical validation and the application of advanced analytics to capture real-time emotional changes in customer journeys.
creator: Tara Hasbelita
creator: Lukmanul Hakim
creator: Dahrul Aman Harahap
rights: Copyright (c) 2026 Tara Hasbelita, Lukmanul Hakim, Dahrul Aman Harahap https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-12
publication date: 2026-04-12
volume: 5
number: 5
starting page: 2384
ending page: 2391

THE EFFECT OF DIGITAL MARKETING ON CONSUMER PURCHASE INTENTION THROUGH BRAND TRUST AND CUSTOMER ENGAGEMENT: A SEM-PLS ANALYSIS OF FOOD-RELATED SMES IN PONTIANAK
type: item
description: Digital marketing transformation has changed how culinary MSMEs build relationships with consumers. This study aims to examine the effect of digital marketing on consumers’ purchase intention through brand trust and customer engagement in culinary MSMEs in Pontianak City. The study employed a quantitative approach with an explanatory survey design. A total of 285 respondents were selected using purposive sampling, consisting of consumers who had been exposed to digital promotions of culinary MSMEs and had made a purchase within the last six months. Data were analyzed using Partial Least Squares Structural Equation Modeling (SEM-PLS) with SmartPLS and a bootstrapping procedure of 5,000 subsamples. The results indicate that digital marketing has a positive and significant effect on brand trust, customer engagement, and purchase intention. Brand trust and customer engagement also have positive and significant effects on purchase intention. In addition, both variables significantly mediate the relationship between digital marketing and purchase intention, indicating a strong partial mediation pattern. These findings imply that the effectiveness of digital marketing in culinary MSMEs is determined not merely by promotional intensity, but more importantly by its ability to build brand trust and stimulate customer engagement. Practically, culinary MSME owners in Pontianak City need to develop digital strategies that are more interactive, informative, credible, and relationship-oriented in order to strengthen consumers’ purchase intention.
creator: Magdalena Depriyani
rights: Copyright (c) 2026 Magdalena Depriyani https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-12
publication date: 2026-04-12
volume: 5
number: 5
starting page: 2305
ending page: 2313

CIRCULAR ECONOMY BUSINESS MODELS: THE CRITICAL ROLE OF MARKETING IN SHAPING CONSUMER ACCEPTANCE AND BEHAVIOR
type: item
description: This study examines the role of marketing in influencing consumer acceptance and behavior within circular economy business models. While circular systems provide notable environmental and economic advantages, their effectiveness depends largely on consumers’ willingness to adopt new consumption patterns. The findings identify perceived value, trust, and awareness as key drivers of acceptance, while barriers such as ownership concerns, perceived risk, and unfamiliarity hinder adoption. The study highlights the importance of strategic marketing—through clear communication, storytelling, and value framing—in overcoming these challenges. It also emphasizes that consumer responses vary across demographic and cultural contexts, requiring targeted and adaptive approaches. Theoretically, this research integrates marketing principles with circular economy frameworks and proposes a conceptual model linking circular offerings, perceptual mediators, moderating factors, and behavioral outcomes. Practically, it offers insights for organizations implementing circular models, particularly the need to build trust, enhance value perception, and educate consumers. However, the study is limited by its conceptual nature and the evolving state of the field. Future research should focus on empirical validation, cross-cultural and longitudinal analysis, and the role of digital innovation in supporting circular adoption.
creator: Arios Zeus Sandry
creator: Lukmanul Hakim
creator: Tibrani
rights: Copyright (c) 2026 Arios Zeus Sandry, Lukmanul Hakim, Tibrani https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-18
publication date: 2026-04-18
volume: 5
number: 5
starting page: 2462
ending page: 2469
doi: 10.5281/zenodo.19641507

THE EFFECT OF WORKLOAD AND COMPENSATION ON INPATIENT NURSE TURNOVER INTENTION AT TYPE C HOSPITAL, WEST JAKARTA WITH JOB STRESS AS A MEDIATING VARIABLE
type: item
description: Nurses are professionals who play a crucial role in hospital services, and high turnover intention can impact the quality of healthcare services. Increased workload due to changes in hospital status and suboptimal compensation are suspected to be factors influencing the emergence of job stress and turnover intention. This study used a cross-sectional quantitative approach with a survey method through a questionnaire to inpatient nurses. The data analysis technique used was Smart PLS. The variables studied included workload, compensation, job stress, and turnover intention . The results showed that workload did not have a significant effect on turnover intention directly. However, workload had a significant effect on job stress, and job stress had a positive effect on turnover intention . In addition, compensation had a negative and significant effect on turnover intention and on job stress. Mediation testing showed that job stress was able to mediate the effect of workload on turnover intention , but was unable to mediate the effect of compensation on turnover intention . The conclusion of this study is that job stress is a key variable in explaining the relationship between workload and turnover intention. Meanwhile, compensation has a direct effect on turnover intention without going through job stress. Therefore, hospital management needs to manage workload and work stress effectively and improve the compensation system to control nurse turnover intention .
creator: Alexander Yosua Santoso
creator: Bernard T. Widjaja
creator: Wani Devita Gunardi
rights: Copyright (c) 2026 Alexander Yosua Santoso, Bernard T. Widjaja, Wani Devita Gunardi https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-07
publication date: 2026-04-07
volume: 5
number: 5
starting page: 2072
ending page: 2086
doi: 10.5281/zenodo.19450224

CONSPICUOUS CONSERVATION: THE ROLE OF SUSTAINABLE BRAND CHOICES IN SIGNALING IDENTITY AND SOCIAL STATUS
type: item
description: This article examines the concept of conspicuous conservation, focusing on how sustainable brand choices function as signals of identity and social status in contemporary consumer behavior. As sustainability becomes increasingly visible in the marketplace, consumers are not only motivated by environmental concerns but also by the desire to express values and gain social recognition. Using a narrative literature review, this study integrates insights from marketing, sociology, and consumer psychology to explore the dual role of sustainable consumption as both ethical behavior and symbolic signaling. The findings highlight key themes, including sustainability as identity expression, status signaling through ethical consumption, the role of visibility, and the tension between intrinsic and extrinsic motivations. The study further explains the mechanisms of conspicuous conservation, emphasizing the importance of social comparison, cultural context, and public visibility in shaping consumer behavior. In addition, several moderating factors are identified, such as income, cultural norms, brand credibility, and consumer awareness. A conceptual framework is proposed to illustrate how sustainable choices translate into social recognition and consumer outcomes. The article contributes by linking sustainability with signaling theory and offers practical implications for designing authentic and effective sustainable branding strategies.
creator: Suharti
creator: Lukmanul Hakim
creator: Dahrul Aman Harahap
rights: Copyright (c) 2026 Suharti, Lukmanul Hakim, Dahrul Aman Harahap https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-11
publication date: 2026-04-11
volume: 5
number: 5
starting page: 2358
ending page: 2365

EFFECTIVENESS OF BIOCHAR AND MICROBIAL APPLICATIONS IN SWEET SORGUM (SORGUM BICOLOR L.) CROPS ON SEAWATER-INTRUDED MEDIA
type: item
description: This study aims to determine the effect of biochar and microbial application on the growth and yield of sweet sorgum (Sorghum bicolor L.) in in seawater-intruded media. Biochar functions to improve soil structure and increase water retention and nutrient efficiency, while tobacco microbes have the potential to act as biological agents. The study employed a Split-Plot Design with two factors: biochar (0, 40, 80, 120 g/polybag) and microbes (0, 5, 10, 15 ml/polybag), each with three replications. Analysis results indicated that biochar application significantly influenced the parameters of seeds per panicle and seed weight per plot. The biochar treatment at a dose of 80 g/polybag produced the highest number of seeds per panicle at 74.54 seeds, while the treatment without biochar (B0) yielded the highest seed weight per plot at 57.65 g. The application of microorganisms and the interaction between biochar and microorganisms did not show a significant effect on all observed parameters. Biochar was proven effective in increasing sorghum yield on salt-intruded land through improved generative growth when applied at the optimal dose.
creator: Akbar Kurniawan
creator: Rini Sulistiani
creator: Dafni Mawar Tarigan
creator: Wan Arfiani Barus
rights: Copyright (c) 2026 Akbar Kurniawan, Rini Sulistiani, Dafni Mawar Tarigan, Wan Arfiani Barus https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-07
publication date: 2026-04-07
volume: 5
number: 5
starting page: 2083
ending page: 2200
doi: 10.5281/zenodo.19449909

BLOCKCHAIN FOR MARKETING: MOVING BEYOND HYPE TO APPLICATIONS IN PROVENANCE, LOYALTY, AND COUNTERFEIT PREVENTION
type: item
description: This article examines the role of blockchain technology in marketing, moving beyond initial hype to explore its practical applications in provenance, loyalty programs, and counterfeit prevention. As blockchain matures, its core features—transparency, decentralization, and immutability—offer new opportunities to address longstanding challenges in marketing. Drawing on a narrative literature review and case-based analysis, this study identifies how blockchain enhances product traceability, enabling greater supply chain visibility and strengthening consumer trust through verifiable provenance. In loyalty programs, blockchain introduces tokenized and decentralized reward systems that increase flexibility, interoperability, and customer engagement. Additionally, blockchain-based authentication systems play a critical role in preventing counterfeiting, protecting brand equity, and ensuring consumer safety. The study also highlights key moderating factors, including technology adoption readiness, consumer awareness, and industry-specific requirements, which influence the effectiveness of blockchain applications. A conceptual framework is proposed to illustrate how blockchain-driven transparency and trust translate into improved marketing outcomes. This research contributes to bridging the gap between theoretical potential and real-world implementation, offering practical insights for marketers. Ultimately, blockchain’s value in marketing lies in its ability to deliver trust, enhance transparency, and create more secure and consumer-centric ecosystems.
creator: Dian Nofrianti
creator: Lukmanul Hakim
creator: Tibrani
rights: Copyright (c) 2026 Dian Nofrianti, Lukmanul Hakim, Tibrani https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-18
publication date: 2026-04-18
volume: 5
number: 5
starting page: 2470
ending page: 2477
doi: 10.5281/zenodo.19641553

GREEN INVESTMENT, DIGITAL TECHNOLOGY AND DIGITAL FINANCE CAPABILITY ON FINANCIAL SUSTAINABILITY
type: item
description: This study aims to examine the role of Digital Finance Capability (DFC) in moderating the influence of green investment and digital technology on the financial sustainability of MSMEs. MSMEs, which play an important role in the Indonesian economy, often face obstacles in accessing technology and financing that can support financial sustainability. The method used in this study is a quantitative approach with a survey of MSMEs that have utilized digital technology and green investment. Primary data will be collected through a questionnaire distributed to MSME actors. The analysis technique used is Structural Equation Modeling (SEM) to test the relationship between the variables studied. The results of the study show that green investment does not have a significant effect on financial sustainability, while digital technology and digital finance capabilities have an effect on financial sustainability. Digital finance capabilities cannot moderate the influence of green investment and digital technology on financial sustainability.
creator: Debbi Chyntia Ovami
creator: Sari Wulandari
creator: Junita Putri Rajana Harahap
creator: Noor Marini Haji Abdullah
creator: Noreen Azella Nawi
creator: Suci Agsani
rights: Copyright (c) 2026 Debbi Chyntia Ovami, Sari Wulandari, Junita Putri Rajana Harahap, Noor Marini Haji Abdullah, Noreen Azella Nawi, Suci Agsani https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-12
publication date: 2026-04-12
volume: 5
number: 5
starting page: 2255
ending page: 2263

THE EVOLUTION OF CUSTOMER EXPERIENCE (CX) CONSTRUCT: AN INTEGRATIVE CONCEPTUAL FRAMEWORK
type: item
description: Customer Experience (CX) has emerged as a critical construct in contemporary marketing and management due to increasing competition and rising customer expectations. Traditionally, firms focused on service quality and customer satisfaction; however, the growing complexity of customer interactions has shifted attention toward holistic and multidimensional experiences. Despite its importance, the CX construct remains fragmented, with diverse definitions, dimensions, and theoretical perspectives across disciplines. This lack of integration creates challenges for both researchers and practitioners in understanding and managing CX effectively. To address this gap, this study adopts a qualitative approach using a systematic literature review to examine the evolution of CX and synthesize existing knowledge into a unified conceptual framework. The findings reveal that CX has evolved through transactional, relational, experiential, and digital phases, reflecting broader changes in business environments. The study identifies four key dimensions—functional, emotional, social, and digital—that interact dynamically across the customer journey to influence outcomes such as satisfaction, loyalty, and advocacy. The proposed integrative framework consolidates these dimensions into a cohesive model, addressing fragmentation in the literature and extending existing theories by incorporating digital and omnichannel perspectives. The study concludes that CX is a dynamic, multidimensional construct requiring a holistic management approach. It recommends future empirical validation and highlights the importance of leveraging emerging technologies to enhance customer experience in an increasingly experience-driven economy.
creator: Rahayu Syahputri
creator: Lukmanul Hakim
creator: Dahrul Aman Harahap
rights: Copyright (c) 2026 Rahayu Syahputri, Lukmanul Hakim, Dahrul Aman Harahap https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-09
publication date: 2026-04-09
volume: 5
number: 5
starting page: 2221
ending page: 2228
doi: 10.5281/zenodo.19487173

PRIVACY CALCULUS IN THE ERA OF ZERO-PARTY DATA: HOW VALUE EXCHANGE FRAMING SHAPES WILLINGNESS TO DISCLOSE
type: item
description: This article explores the privacy calculus in the era of zero-party data, focusing on how value exchange framing influences consumers’ willingness to disclose personal information. As digital marketing shifts away from third-party tracking toward consent-based data practices, understanding the factors that drive voluntary data sharing has become increasingly important. Drawing on a narrative literature review, this study integrates insights from marketing, consumer behavior, and privacy research to examine how individuals evaluate the trade-off between perceived benefits and perceived risks. The findings highlight that value exchange framing—whether functional, emotional, or monetary—plays a critical role in shaping perceptions of value and influencing disclosure decisions. Functional and emotional framing tend to enhance perceived relevance and trust, while monetary incentives may produce mixed effects by raising concerns about data exploitation. The study also identifies key moderating factors, including privacy concerns, trust in brands, and data literacy, which influence how consumers interpret value propositions. A conceptual framework is proposed to illustrate the relationships between value framing, mediating perceptions, and disclosure outcomes. The article contributes to theory by extending privacy calculus in the context of zero-party data and offers practical insights for designing transparent and effective data-sharing strategies.
creator: Shinta Widyastati
creator: Lukmanul Hakim
creator: Tibrani
rights: Copyright (c) 2026 Shinta Widyastati, Lukmanul Hakim, Tibrani https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-12
publication date: 2026-04-12
volume: 5
number: 5
starting page: 2400
ending page: 2407

THE DARK SIDE OF PERSONALIZATION: WHEN DATA-DRIVEN CUSTOMIZATION ERODES PERCEIVED AUTONOMY AND TRIGGERS REACTANCE
type: item
description: This article examines the dark side of data-driven personalization, focusing on how customization practices can erode perceived autonomy and trigger psychological reactance among consumers. While personalization enhances relevance, convenience, and engagement, it also raises concerns related to privacy, control, and perceived manipulation. Drawing on a narrative literature review, this study synthesizes insights from marketing and consumer psychology to explore the tension between personalization benefits and consumer discomfort. The findings highlight key themes, including the personalization–privacy paradox, perceived loss of control, and the role of trust and transparency. The study further explains the mechanism of reactance, where perceptions of manipulation lead to threats to freedom of choice, resulting in resistance, avoidance, and negative behavioral outcomes. In addition, several moderating factors are identified, such as the level of personalization, consumer data literacy, trust in brands, and cultural differences. A conceptual framework is proposed, linking personalization practices to perceived autonomy and privacy concerns, which in turn influence consumer responses. The article contributes by integrating psychological theory with marketing practice and offers managerial implications for designing ethical and user-centered personalization strategies. Future research should empirically validate the framework across contexts.
creator: Neni Asmayati
creator: Lukmanul Hakim
creator: Dahrul Aman Harahap
rights: Copyright (c) 2026 Neni Asmayati, Lukmanul Hakim, Dahrul Aman Harahap https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-11
publication date: 2026-04-11
volume: 5
number: 5
starting page: 2290
ending page: 2297

CROSS-CULTURAL MARKETING RESEARCH: ADVANCING MEASUREMENT INVARIANCE PRACTICES FOR ROBUST EQUIVALENCE TESTING
type: item
description: This study examines the current state of measurement invariance in cross-cultural marketing research, identifying a critical imbalance between widespread method usage and methodological rigor. Findings indicate that while Multi-Group Confirmatory Factor Analysis (MG-CFA) remains the dominant approach, its application is often incomplete, frequently stopping at configural or metric invariance. This failure to reach scalar invariance limits the validity of cross-cultural comparisons, particularly when comparing latent means. Furthermore, inconsistent reporting practices and a lack of transparency regarding model specifications and fit indices undermine the reproducibility and credibility of findings. The review identifies significant methodological challenges, including sample heterogeneity, cultural bias in measurement instruments, and limited statistical power, which complicate testing and lead to inconsistent results. Although advanced methodological trends like partial invariance and alignment optimization offer more flexible and nuanced solutions, their adoption remains uneven. This highlights a persistent gap between methodological innovation and actual research practices. To address these issues, the study recommends improving methodological training, standardizing reporting practices, and embracing open science to ensure more robust and reliable cross-cultural research.
creator: Sistiana
creator: Lukmanul Hakim
creator: Dahrul Aman Harahap
rights: Copyright (c) 2026 Sistiana, Lukmanul Hakim, Dahrul Aman Harahap https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-09
publication date: 2026-04-09
volume: 5
number: 5
starting page: 2214
ending page: 2220
doi: 10.5281/zenodo.19487093

METAVERSE MARKETING: CONCEPTUAL FOUNDATIONS AND A RESEARCH AGENDA FOR BRAND PRESENCE, COMMUNITY, AND COMMERCE
type: item
description: This article examines the conceptual foundations of metaverse marketing and proposes a research agenda centered on three core dimensions: brand presence, community, and commerce. As immersive technologies such as virtual reality, augmented reality, blockchain, and artificial intelligence converge, the metaverse is emerging as a transformative environment for marketing practice. Drawing on a narrative literature review across marketing, technology, and consumer behavior, this study highlights the shift from traditional digital marketing toward interactive, experiential, and participatory engagement. The findings emphasize that effective brand presence in the metaverse requires immersive experiences and virtual storytelling, while community plays a critical role in fostering social interaction, co-creation, and brand advocacy. Commerce introduces new opportunities for value creation through virtual goods, digital assets, and decentralized transactions enabled by blockchain technologies. The article proposes a conceptual framework that integrates these three pillars and identifies key interaction mechanisms, including co-creation, engagement, and transactions, which drive outcomes such as brand equity, loyalty, and economic value. Additionally, moderating factors such as technology adoption, consumer motivations, and platform trust are discussed. The study contributes by offering a holistic framework and outlining future research directions for understanding and leveraging metaverse marketing.
creator: Subekti
creator: Lukmanul Hakim
creator: Tibrani
rights: Copyright (c) 2026 Subekti, Lukmanul Hakim, Tibrani https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-12
publication date: 2026-04-12
volume: 5
number: 5
starting page: 2375
ending page: 2383

THE AGILE MARKETING PLAYBOOK: MANAGING STRATEGY IN A REAL-TIME WORLD
type: item
description: This article examines the growing role of agile marketing in managing strategy within a real-time, dynamic environment shaped by rapid digital transformation and evolving consumer behavior. Traditional marketing approaches, characterized by long planning cycles and limited flexibility, are increasingly insufficient in responding to fast-changing market conditions. Using a narrative literature review, this study synthesizes insights from academic and practitioner sources to explore key concepts, frameworks, and challenges associated with agile marketing. The findings highlight four core themes: agility as a strategic capability, continuous experimentation, customer-centricity, and data-driven decision-making. Based on these insights, the study proposes an Agile Marketing Playbook consisting of four components: strategic alignment, execution cycles, technology enablement, and team structure. This framework provides a structured approach for integrating agile principles into marketing strategy while maintaining alignment with broader organizational goals. The study contributes theoretically by extending agile concepts to the strategic level and offers practical guidance for organizations navigating real-time marketing complexities. However, its narrative approach limits comprehensiveness, suggesting the need for future empirical validation across contexts.
creator: Heni Esra Simanjuntak
creator: Lukmanul Hakim
creator: Dahrul Aman Harahap
rights: Copyright (c) 2026 Heni Esra Simanjuntak, Lukmanul Hakim, Dahrul Aman Harahap https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-11
publication date: 2026-04-11
volume: 5
number: 5
starting page: 2273
ending page: 2281

B2B MARKETING IN SUPPLY CHAIN DISRUPTION: BUILDING ADAPTIVE CAPABILITY THROUGH RELATIONAL GOVERNANCE AND DIGITAL INTEGRATION
type: item
description: Supply chain disruptions have become increasingly frequent and complex, posing significant challenges for firms operating in B2B markets. Events such as pandemics, geopolitical conflicts, and environmental crises have exposed the limitations of traditional supply chain models, highlighting the need for greater adaptability and resilience. This study examines how relational governance and digital integration contribute to building adaptive capability in B2B marketing. Using a narrative literature review and conceptual framework development, the research synthesizes insights from academic literature, industry reports, and case studies related to supply chain disruption, relationship management, and digital transformation. The findings indicate that relational governance enhances trust, collaboration, and coordination among partners, reducing uncertainty and opportunistic behavior during disruptions. Digital integration, on the other hand, improves visibility, information sharing, and real-time decision-making, enabling faster and more effective responses. The interaction between these elements creates a synergistic effect that strengthens adaptive capability. The study also highlights the importance of flexibility and response speed as key dimensions of adaptability. A conceptual framework is proposed to explain how governance and digital integration jointly influence performance outcomes. The study concludes that integrating relational and technological capabilities is essential for achieving resilience and sustaining competitive advantage in dynamic B2B environments.
creator: Ismarini
creator: Lukmanul Hakim
creator: Tibrani
rights: Copyright (c) 2026 Ismarini, Lukmanul Hakim, Tibrani https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-18
publication date: 2026-04-18
volume: 5
number: 5
starting page: 2478
ending page: 2486
doi: 10.5281/zenodo.19641482

TRANSFORMATIONAL LEADERSHIP AS A MEDIATOR BETWEEN REWARD SYSTEMS AND LECTURER PERFORMANCE AT SEKOLAH TINGGI FARMASI INDONESIA
type: item
description: This study aims to analyze the mediating role of transformational leadership in the relationship between the reward system and lecturer performance at the Indonesian College of Pharmacy. The study used a quantitative approach with an explanatory research design . The study population was all permanent and non-permanent lecturers totaling 100 people who were selected as respondents through a saturated sampling technique. Data analysis was conducted using mediation regression (path analysis) to test the direct and indirect effects between variables . The results of the hypothesis test indicate that the reward system directly has a positive and significant effect on transformational leadership and lecturer performance. Transformational leadership has a positive and significant effect on performance. Likewise, transformational leadership is proven to mediate the influence of the reward system on employee performance. This study provides theoretical contributions in the development of human resource management models in higher education as well as practical implications for the management of reward policies and institutional leadership in a sustainable manner.
creator: Ali Gusliana
creator: Muji Rahayu
rights: Copyright (c) 2026 Ali Gusliana, Muji Rahayu https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-07
publication date: 2026-04-07
volume: 5
number: 5
doi: 10.5281/zenodo.19450650

NAVIGATING ALGORITHMIC AVERSION: CONSUMER TRUST AND ADOPTION OF AI-GENERATED RECOMMENDATIONS IN HIGH-INVOLVEMENT CATEGORIES
type: item
description: This article examines the phenomenon of algorithmic aversion and the factors influencing consumer trust and adoption of AI-generated recommendations, particularly in high-involvement categories such as finance, healthcare, and education. As artificial intelligence becomes increasingly embedded in decision-making processes, consumers are often faced with the challenge of relying on algorithmic systems for complex and high-stakes decisions. Using a narrative literature review, this study synthesizes insights from marketing, information systems, and consumer psychology to explore the dual nature of consumer responses, characterized by both algorithmic aversion and appreciation. The findings identify key themes, including the role of trust, perceived competence, transparency, and explainability in shaping acceptance of AI recommendations. The study also highlights the mechanisms underlying algorithmic aversion, such as perceived lack of empathy, sensitivity to errors, and threats to autonomy. In addition, several moderating factors are identified, including involvement level, consumer expertise, trust in technology, and cultural context. A conceptual framework is proposed to illustrate how these factors interact to influence adoption, reliance, or rejection of AI-generated recommendations. The article contributes by integrating trust theory with algorithmic decision-making and offers practical implications for designing human-centered AI systems.
creator: Ririn Laila Ulfah
creator: Lukmanul Hakim
creator: Dahrul Aman Harahap
rights: Copyright (c) 2026 Ririn Laila Ulfah, Lukmanul Hakim, Dahrul Aman Harahap https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-12
publication date: 2026-04-12
volume: 5
number: 5
starting page: 2366
ending page: 2374

BREAKING THE CYCLE: RETHINKING VIOLENCE AGAINST WOMEN AND PATHWAYS TO JUSTICE IN INDIA
type: item
description: This research paper examines the ongoing problem of violence against women in India by exploring its different forms and social consequences. It discusses the difficulty of clearly defining such violence and the challenges this creates for research due to the sensitive nature of the issue. The study explains how factors such as patriarchy, unequal power relations, and social norms contribute to sexual violence. Although laws and programs exist, violence often remains underreported. The study stresses the need for stronger laws and better research to address the problem effectively.
creator: Dr. Shabir Ahmad Lone
creator: Dr. Kulatunga Mudiyanselage Rohitha Dasanayaka
creator: Dr. R. Abida Begum
creator: Dr. Alemayehu Erkihun Engida
rights: Copyright (c) 2026 Dr. Shabir Ahmad Lone, Dr. Kulatunga Mudiyanselage Rohitha Dasanayaka, Dr. R. Abida Begum, Dr. Alemayehu Erkihun Engida https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-04
publication date: 2026-04-04
volume: 5
number: 5
starting page: 2167
ending page: 2170
doi: 10.5281/zenodo.19486955

BRAND ACTIVISM IN POLARIZED SOCIETIES: A STAKEHOLDER THEORY PERSPECTIVE ON RISKS, COMMUNICATION, AND LONG-TERM EQUITY
type: item
description: Brand activism has emerged as a prominent strategy in contemporary marketing as organizations increasingly engage with social, political, and environmental issues. In highly polarized societies, however, such actions present both opportunities and risks, creating uncertainty regarding stakeholder responses and long-term brand outcomes. This study examines brand activism through a stakeholder theory perspective, focusing on risks, communication strategies, and implications for long-term brand equity. Using a narrative literature review and conceptual analysis, the study synthesizes insights from academic research, case studies, and industry reports related to stakeholder dynamics, societal polarization, and brand communication. The findings reveal that stakeholder responses are highly fragmented, with supportive groups enhancing loyalty and opposing groups generating backlash and reputational risk. Effective communication—characterized by authenticity, clarity, and responsiveness—emerges as a critical factor in mitigating risks and shaping perceptions. The study also highlights the trade-off between short-term negative reactions and potential long-term gains in trust, loyalty, and brand equity. A conceptual framework is proposed to explain how brand activism influences outcomes through mediating and moderating factors. The study concludes that successful brand activism requires strategic alignment, stakeholder awareness, and proactive communication to navigate polarized environments and sustain long-term value.
creator: Raja Risnanda Putra
creator: Lukmanul Hakim
creator: Tibrani
rights: Copyright (c) 2026 Raja Risnanda Putra, Lukmanul Hakim, Tibrani https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-04-18
publication date: 2026-04-18
volume: 5
number: 5
starting page: 2495
ending page: 2502
doi: 10.5281/zenodo.19641268