Current Issue : January-March Volume : 2026 Issue Number : 1 Articles : 5 Articles
Digital transformation is the process by which businesses adopt use of digital technologies to fundamentally change operations and customer interactions in order to optimize delivery and service. The UK refers to the United Kingdom which is shorthand for the United Kingdom of Great Britain and Northern Ireland which is a European country that primarily includes England, Wales and Scotland together with the northern part of Ireland. The retail sector includes businesses that sell goods or services directly to consumers for their personal use, opposed to selling to other organizations for business applications. Generation refers to a series of broad age groups that are considered to demonstrate different generalized characteristics....
Supply chain management in the retail sector faces numerous internal and external challenges, increasing the need to incorporate environmental and social indicators into performance evaluation. The aim of this study is to identify these challenges and propose solutions that reduce the negative environmental impact of retail companies and enhance their social responsibility by leveraging Industry 4.0 technologies. A review of the scientific literature reveals a lack of research focused on improving supply chain sustainability in the retail sector. Therefore, an expert study was conducted to identify five key barriers hindering the effective integration of digital innovations (e.g., Internet of Things, artificial intelligence) into retail logistics operations. Based on the insights from this study, an integrated model for enhancing supply chain sustainability was developed, grounded in circular economy principles and advanced Industry 4.0 technologies. This model supports retail companies in increasing supply chain resilience and sustainability by outlining measures ranging from problem diagnostics and data management to the implementation of automated solutions and the strengthening of personnel competencies. The application of the model aims to reduce environmental pollution, improve resource efficiency, and promote socially responsible practices throughout the supply chain....
With the country vigorously developing the rural revitalization strategy, rural agricultural products continue to be loved by consumers. Internet economy and new media marketing help specialty agricultural products break regional restrictions, allowing consumers’ choices to no longer be limited to a single offline channel, but expand into diversified online channels. This change in consumption choices has enabled the sale of specialty agricultural products across the country and even around the world, bringing new opportunities to them. Based on this, this paper takes characteristic agricultural products as the research object, uses literature analysis, data analysis and case observation to understand the current situation of new media marketing of characteristic agricultural products and summarize the current problems. Finally, we put forward countermeasures and suggestions such as increasing innovation efforts, strengthening brand building, strengthening quality control management, and optimizing talent construction....
In today’s digital economy, the ability of businesses to effectively harness new media marketing is critical to brand growth, customer engagement, and market expansion. In Liberia, many local companies face challenges in adapting to modern marketing trends due to limited digital literacy, infrastructure, and strategic planning. Fabrar Liberia, a leading agro-processing company focused on rice and spice production, has made efforts to engage consumers online but continues to face constraints in maximizing the potential of digital platforms. This research investigates the core problem of inadequate and under-optimized new media marketing strategies within Fabrar’s digital communication approach. To analyze this issue, the study applies the AIDA model (Attention, Interest, Desire, Action) as a theoretical framework, along with key principles from Integrated Marketing Communication (IMC) theory. A quantitative research method was employed, utilizing online questionnaires to collect data from existing customers, online followers, and members of the general public familiar with Fabrar’s brand. The questionnaire focused on measuring audience awareness, engagement behaviors, platform preferences, content expectations, and perceptions of Fabrar’s digital presence. Results from the survey reveal that while Fabrar enjoys a level of brand recognition and goodwill, its online content lacks consistency, multimedia diversity, and tailored messaging that resonates with consumers, digitally engaged consumers. The study recommends a more structured and data-informed new media strategy backed by three (3) tested hypotheses involving regular content planning, audience segmentation, platform-specific messaging, influencer partnerships, and increased platform engagement. Leveraging insights from the questionnaire, this research provides practical and scalable strategies for enhancing the digital marketing effectiveness of Fabrar and similar agribusinesses in emerging economies....
This study aims to analyze the effects of responsible consumption behavior on impulsive buying, and the mediating role of brand literacy in this relationship. Data collected from 524 Turkish participants using an online survey were analyzed using structural equation modeling (SEM). Responsible consumerism exhibited a negative direct effect on impulsive buying and a positive effect on brand literacy. Brand literacy, in turn, was negatively associated with impulsive buying and partially mediated the responsible consumerism–impulsive buying link. Over-consumption and impulsive buying have received considerable scholarly attention. Yet, only a small number of studies have tested whether value-driven orientations, such as responsible consumerism, can curb these impulses. Even fewer still probe the mediating cognitive role of consumer knowledge (e.g., brand literacy). Furthermore, most existing evidence comes from Western high-income settings. This study addresses that gap by empirically testing the responsible consumerism, brand literacy, and impulsive buying pathway in Türkiye, an emerging and rapidly digitalizing economy. Considering its cross-sectional nature and cultural limitations, this study recommends conducting future longitudinal studies and research in various cultural contexts....
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