Revolutionising consumer engagement through cutting-edge marketing strategies

The advent of smartphones revolutionized and took the market to a new level. Now a days, majority of internet users spend their maximum time on smartphones, specifically on mobile apps. The emergence of numerous apps in smartphones with games features has brought about a different trend, mobile app gamification. The emerging popularity of smartphone technologies and their mobile apps have led various companies to engage their consumers with mobile apps, specifically through gamification. Therefore, companies gain consumers attention integrate their mobile marketing into their overall marketing strategy. This study explores the domain of consumer engagement and their intentions through the gamification of mobile apps. The research focuses on how mobile app gamification drives consumer engagement and their intentions drawing upon SDT and TAM. Using survey method data collected from 270 respondents, data analysis was done with structure equation modeling (SEM). The findings assert that various features of gamification of mobile apps (perceived ease of use, perceived usefulness and enjoyment) have a significant influence on consumer engagement. However, convenience was unexpectedly found not to be significantly associated with consumer engagement. Additionally, consumer engagement was found to be associated to smartphone user's intentions to use gamification of mobile apps. The results of present study have theoretical and practical implications.

This research uses a qualitative method that aims to understand how content marketing strategies through TikTok video uploads can influence consumer engagement and whether consumers decide to make purchases on the TikTok platform. This research uses an analytical descriptive approach, which intends to explain existing phenomena and analyze data obtained from various sources. These sources are used to identify patterns, relationships or trends that may emerge in video content. Data sources were obtained from journal articles and other relevant literature such as websites that provide info on how to strategize in creating viral content, and studies on consumer engagement in video marketing. The purpose of conducting this journal review was to gather relevant data to support the articles and ensure alignment with the research topic. The data collected was used to build a comprehensive understanding of the topic under study. Additionally, this research is centered in Indonesia, given the large number of TikTok users in the country. Moreover, Video Content Marketing is an important part of marketing strategy, beneficial for businesses to increase consumer engagement, enhance brand image, and drive audience purchase intent. This research is expected to contribute to marketers to utilize TikTok effectively in achieving consumer engagement. From a practical side, the study results can provide guidance for other brands in designing TikTok campaigns. The geographical limitation of this research is that the research focus is only in Indonesia, not representing TikTok users globally due to different social and cultural factors.

L'Oral Group is a preeminent global leader in the beauty and cosmetics industry, and since its inception in 1909, L'Oral has undergone substantial growth, marked by strategic acquisitions and innovative marketing approaches. This paper delves into the development, acquisition history, and marketing strategies of L'Oral, examines the company's evolution from a niche hair dye producer to a diversified beauty conglomerate through an in-depth analysis of its acquisition strategy, significantly expanding its brand portfolio and global presence. Additionally, the paper explores L'Orals marketing strategies, including its pioneering use of digital marketing, emphasis on consumer engagement, and commitment to sustainability and inclusivity. Tracing these developments, the paper aims to provide a comprehensive understanding of how L'Oral's strategic acquisitions and marketing innovations have contributed to its enduring success and leadership in the competitive beauty market. Through a study of L'Oral's century-long development, it is clear that its success was not accidental, but the result of precise strategic planning, keen market insight, and effective marketing strategies working together. From the initial innovation of hair dye to its current position as a global leader in cosmetics, L'Oral has always been at the forefront of the industry, maintaining its core technology advantage while continuously expanding its influence in various niche markets through acquisitions.

With the rapid development of Internet technology and the widespread popularity of social media platforms, the purchasing behaviour patterns of Chinese consumers have changed significantly. Consumers can easily obtain rich product information and shopping channels through social media platforms, while paying more attention to the personalisation, emotionality and value resonance of products. Based on this, this paper aims to explore the changes in Chinese consumers' purchasing behaviour patterns and their impact on fashion brands' marketing strategies in the context of the development of Internet technology and social media platforms through literature review and case study analysis, so as to provide fashion brands with effective marketing strategy suggestions. It was found that KOLs significantly influence consumers' purchasing decisions, and the interactive experience on social media platforms closely shapes consumer brand loyalty. Through a case study, this paper further reveals how a fashion brand successfully increased brand exposure and consumer engagement by cooperating with KOLs through social media platforms. Fashion brands should make full use of the influence of social media platforms and KOLs to innovate their marketing strategies in order to meet consumers' personalised needs and enhance brand competitiveness and market share.

The article investigates the role of marketing strategies in the process of introducing and utilizing organic fertilizers within farming enterprises in Ukraine. The relevance of this issue is driven by the growing global and domestic demand for environmentally friendly and safe agricultural products, which in turn necessitates the development of new, more adaptive approaches to sales management, consumer engagement, and brand positioning in the agricultural sector. The transition to organic production not only requires technological and agronomic readiness but also a rethinking of communication tools and marketing infrastructure. The study highlights the importance of tailoring marketing instruments to the structural and operational characteristics of agricultural enterprises, taking into account farm size (small, medium, large), level of digital maturity, market orientation (local or export), and consumer expectations regarding ecological sustainability and transparency. The research methodology is based on a combination of scientific literature review, statistical data analysis, and empirical case studies. The article presents the experiences of five Ukrainian farming enterprises from different regions that have successfully implemented organic fertilizers alongside various marketing strategies. Special attention is given to the application of digital marketing tools, including social media campaigns (Instagram, TikTok), video marketing on platforms like YouTube, email newsletters, CRM systems, loyalty programs, participation in international trade fairs, and organic certification (e.g., Organic Standard, GlobalG.A.P.). The effectiveness of these instruments is evaluated using ROI (return on investment) calculations, which demonstrate that the economic success of marketing activities is primarily determined by the strategic relevance of the selected tools rather than the size of the marketing budget. The findings reveal that medium-sized farming enterprises (20–100 hectares) are the most active and successful segment in adopting organic fertilizers and modern marketing strategies. These enterprises combine a sufficient level of financial independence, openness to innovation, and a strong desire to integrate into national and international markets. They show high efficiency in using digital tools to enhance product visibility, attract target audiences, and expand distribution channels. Based on the analysis, the article proposes an original author’s classification of marketing support approaches, structured according to farm size and digital integration level. This framework offers practical value for policymakers, consultants, and agricultural producers aiming to enhance competitiveness in the organic segment. The study concludes that the implementation of strategically sound marketing strategies significantly increases the effectiveness of promoting organic fertilizers, improves brand reputation, stimulates consumer demand, and contributes to the sustainable development of Ukraine’s agricultural sector. The presented results can serve as a basis for forming evidence-based support programs, targeted consulting services, and further research into the marketing mechanisms for organic agriculture.

The size of the Internet interaction allowed the customer to be part of the marketing of any product, product, services, or other organization. To this end, digital internal marketing promotes a customer-cantered perspective where organizations should focus on customer support and engage them in the value proposition process. An important part of digital marketing is creating value and consumer engagement in content marketing. The purpose of this paper was to provide a ‘content marketing’ test and to gain an understanding of the critical dimensions of this digital marketing strategy, with its basic strategies that companies can use online. The ideas expressed in this study have an impact on the content marketing strategy, as does the effective strategy for other disruptive marketing strategies. In the digital age, the value of digital marketing has increased from one year to the next as part of a marketing strategy developed by organizations of any kind and size. Considering that digital marketing requires the presence of content marketing, the success or failure of a company’s online communication depends largely on the quality of its content marketing. In this context, in addition to advertising high quality content marketing, digital advertisers must perform targeted analysis to tailor their content and select the appropriate method to promote it.

Companies spend their social media advertising on several platforms, including Facebook, Instagram, TikTok, and Xiaohongshu. The proliferation of technology and the increasing accessibility for individuals to establish careers on social media platforms have led to the emergence of influencer marketing as a strategy that can foster consumer engagement within these platforms and perhaps impact brand loyalty. This study examines the effect of influencers marketing approach in the Malaysian context, taking into consideration the growing prominence of this phenomenon. This study utilized descriptive analysis to offer generalizable recommendations for companies regarding the effect of adopting the influencer marketing approach as a strategic method. The findings of this study provide valuable insights for companies seeking to develop their marketing strategies and promote consumer engagement to expand their market position.

In the digital era, brand positioning has become a crucial factor for growing businesses to compete in the increasingly competitive digital marketplace. This study aims to identify the main factors and effective strategies used by growing businesses in building their brand position in the digital market. Using a qualitative approach, this study analyzes various case studies of businesses that have successfully implemented strong positioning strategies through the use of digital technology. The results show that product and service differentiation, brand credibility, and innovative digital marketing strategies are key factors in brand positioning. In addition, the use of social media, search engine optimization (SEO), influencer marketing, and data-driven marketing personalization have proven effective in increasing brand awareness and consumer engagement. The practical implications of this study highlight that growing businesses need to adopt flexible and data-driven marketing strategies to adapt to changes in consumer behavior in the digital environment. Active interaction with customers, building digital communities, and transparency in communication are important elements in building customer loyalty and strengthening brand positioning. From an academic perspective, this study contributes to digital marketing theory by emphasizing the importance of digital experiences and consumer engagement in shaping brand image. As a recommendation, businesses need to continue exploring digital marketing innovations and utilizing artificial intelligence and data analytics technologies to improve the effectiveness of their positioning strategies. Meanwhile, further research can explore the impact of cultural factors and technological developments on brand positioning strategies across industries. With the right approach, growing businesses can create sustainable competitive advantages and strengthen their presence in the dynamic digital marketplace.

Technological progress has had an impact on various fields. The economic sector has not been spared either. With the development of technology businesses, the right strategy must be embraced. This study aims to determine the marketing strategies businesses adopt in trading imported books on the Instagram platform. A qualitative research method was using interviews and documentation data. A total of six businesses were interviewed, and the data was then presented with some analysis. The results indicate that the marketing strategies used by the traders are promotions through Instagram features, market segmentation, and consumer engagement. The paper humbly suggests that businesses may widen their market by adopting other social media and involving e-commerce. In addition, the study argues that businesses must consider several factors in their promotions, such as price, quality, and trend. The paper carries some limitations and comes with several recommendations.

This research examines how sponsored user‐generated content influences consumer engagement on TikTok across three studies. In the first study, we demonstrate that when content creators endorse brands through sponsorship, they are perceived as less authentic. This perceived lack of authenticity, in turn, reduces consumer engagement with brands. In the second study, we show that the influence of sponsorship on consumer engagement is moderated by the content creator's popularity, as reflected by their follower count. Specifically, the negative effect of sponsorship on consumer engagement is observed only among popular creators with large followings, while less popular creators do not experience the same negative impact. In the third study, we show that for popular creators, sponsorship can enhance consumer engagement when the endorsed brand is perceived as small, compared to when it is perceived as large. Together, these findings extend our theoretical understanding of how sponsored user‐generated content shapes consumer engagement on TikTok. Additionally, our research provides valuable insights for brand managers aiming to develop effective digital marketing strategies and for content creators looking to optimize engagement with their audience.

This paper explores consumer engagement in augmented reality (AR) shopping environments by employing spatiotemporal eye-tracking techniques and immersive user experience (UX) metrics. With the growing integration of AR in retail, understanding consumer behavior and engagement is essential for optimizing marketing strategies and enhancing user satisfaction. The study investigates how consumers interact with AR shopping applications, focusing on attention patterns, gaze trajectories, and emotional responses to virtual products. By analyzing spatiotemporal data, the research provides a comprehensive model for predicting consumer engagement levels based on eye-tracking data and UX feedback. Additionally, the study examines the implications of these findings for improving product placement, interface design, and the overall AR shopping experience. This work contributes to advancing the understanding of AR as a transformative tool in consumer behavior research, offering actionable insights for both practitioners and researchers in the field of retail technology and immersive media.

In recent years, the healthcare sector has experienced a shift toward integrated marketing and financial strategies to drive better patient outcomes, streamline operational costs, and improve service delivery. This paper examines the effectiveness of these strategies by exploring how they align to optimize healthcare systems. It focuses on the benefits, challenges, and implications of integrating financial planning with marketing outreach, emphasizing the role of data analytics, technology, and consumer engagement in enhancing both patient satisfaction and financial performance. Through a detailed analysis of current literature, industry examples, and statistical insights, the paper aims to provide a comprehensive overview of how an integrated approach influences revenue cycles, operational efficiency, and patient engagement in healthcare.

In the face of the challenges of intensifying competition in the rapidly growing world of e-commerce, this research focuses on investigating, identifying, and optimizing online marketing strategies to increase sales and support the growth of the e-commerce industry. This research aims to provide in-depth insights to online business owners by thoroughly understanding consumer behavior, technology trends, and digital market dynamics.This research adopts a mixed qualitative and quantitative approach by analyzing data from multiple sources. Customer surveys, sales data analysis, and case studies on successful e-commerce platforms provide the foundation for exploring consumer needs and preferences. Special emphasis is placed on assessing the sustainability of digital marketing strategies, utilization of social media, and implementation of the latest technologies in the e-commerce ecosystem.The research results are expected to provide comprehensive guidance for online marketing practitioners and e-commerce business owners. The findings not only include an in-depth understanding of consumer desires and market opportunities, but also provide valuable information on the effective use of social media, content strategies, and the latest ways to increase brand awareness, consumer engagement, and sales conversion. The use of technology is also emphasized as a key element in improving the competitiveness of e-commerce companies in the era of increasing digitalization.

Marketing psychology is a critical field that examines the cognitive, emotional, and social factors influencing consumer behavior and decision-making processes. In an era where consumer preferences evolve rapidly and brand loyalty is highly competitive, understanding the psychological underpinnings of consumer actions has become essential for businesses. This article explores the relationship between psychological theories and marketing strategies, with a focus on how emotions, perceptions, and mental biases shape purchasing decisions. It also discusses the application of psychological principles in consumer engagement, advertising, and brand positioning. By reviewing contemporary literature on the subject, this article highlights key psychological models such as the Theory of Planned Behavior, Maslow’s Hierarchy of Needs, and the Fogg Behavior Model, illustrating their relevance in modern marketing practices. Additionally, it emphasizes the role of psychological insights in developing personalized marketing strategies and fostering long-term customer relationships. The findings suggest that businesses that effectively apply marketing psychology can enhance their customer experience, increase engagement, and ultimately drive higher sales and brand loyalty. This article aims to contribute to the growing body of knowledge in marketing psychology and provide valuable insights for both academics and practitioners in the field.

This study aims at measuring the brand attachment, brand involvement, brand loyalty, and consumer engagement in manifesting anthropomorphic consumption behaviour through the retrieval of childhood memories. Data were collected from both men and women between the age group of 21-45 on 12 variables closely related towards influencing the childhood memories on adult consumption behaviour encompassing overall customer satisfaction, extent of perceived use value, brand arousal leveraging me too feeling, and marketing strategies. The study reveals that the retrieval of childhood memories has significant impact on strengthening brand loyalty and developing consumption behaviour among adult consumers. Commonly, the consumption behaviour is influenced by the childhood memories to regain love for brands and happiness. The narratives of childhood memories over time influences adult consumers to rebuild association with the antique brands.