International Journal of Marketing Studies, Issue: Vol.17, No.2

Social Media Monitoring and Customer Satisfaction in the Canadian Financial Service Sector

Wed, 24 Sep 2025 06:20:53 +0000

In the social media era, consumers express their thoughts and feelings about many products and services more openly and freely than before through online platforms and social media outlets. Social media monitoring provides capability for listening, tracking, and gathering relevant content across wide ranges of social media channels. This allows marketers to propose more suitable products and services, ameliorate customer service, and implement a unique and beneficial value proposition. This study aims to investigate how organizations within the Canadian financial service industry can effectively glean, analyze, and utilize targeted information from social media platforms to improve customer satisfaction. This article plans to fill the gap in the literature by focusing on qualitative and quantitative research methodologies, utilizing a questionnaire for selected companies and extracting and analyzing relevant data from X (formerly Twitter) in order to ameliorate competitive edge and customer satisfaction. This study investigates the applications of social media monitoring for businesses in the Canadian financial sector. The findings of this research study suggest that there is a connection between social media monitoring and customer satisfaction. The results of this research can be beneficial for organizations to better understand the importance of social media monitoring and actively monitor their social media platforms to enhance customer engagement and satisfaction. Moreover, decision makers could employ the research outcomes to monitor categories and factors that are associated with negative comments on social media outlets, and take actions promptly to diminish possible negative consequences.

The Connect Framework: A Conceptual Proposal for Bridging Educational Transformation and Marketing Strategy

Tue, 23 Sep 2025 06:31:46 +0000

Traditional marketing strategies emphasizing mass communication and short-term conversion have become increasingly inadequate in an era characterized by personalization, emotional resonance, and sustained trust-building. As technological capabilities expand, consumer expectations now demand relationship-based marketing approaches. In response to these shifts, the CONNECT methodology—originally developed in 2019 to support international student success—offers a structured seven-stage framework adaptable to modern marketing contexts. This paper reinterprets CONNECT—Cultivate Trust, Optimize Pathways, Nurture Motivation, Network Strategically, Engage Continuously, Collaborate with Stakeholders, and Track & Transform—through the lens of contemporary marketing theory and practice. By integrating current academic literature (2020–2025), case analyses, and conceptual modeling, this study positions the CONNECT framework as a robust, consumer-centric, and emotionally intelligent marketing strategy. The proposed conceptual model offers pathways for operationalization, empirical validation, and practical application across diverse marketing environments.

Shopping as Self-Determination: The Interconnected Nature of Consumer Time Use and Life Planning

Fri, 14 Nov 2025 04:17:13 +0000

This study examines relationships among shopping behaviors and other time-use activities using American Time Use Survey data (2006–2023). Through factor analyses, structural equation modeling, and multiple regressions, the research investigates how grocery shopping and non-grocery shopping relate to other daily activities. The analyses reveal a robust factor that links both shopping behaviors with personal organization and planning activities, even across diverse economic conditions, including recession and pandemic periods. These relationships are considered within the framework of Self-Determination Theory to understand broader motivational aspects of consumer time allocation. The research demonstrates that shopping behaviors serve broader psychological functions beyond simple acquisition, representing expressions of autonomy, competence, and life planning processes. The findings provide insights for understanding consumer behavior and developing retail strategies within broader life management contexts.

Digital Greenwashing in the Age of Sustainability Marketing: A Meta-Analysis of Consumer Perception, Detection, and Backlash

Mon, 17 Nov 2025 06:28:33 +0000

Over the past years, the rise of sustainability-driven marketing in the digital sphere has transformed the way in which brands communicate about environmental responsibility, a turn of events that has also heightened concerns about greenwashing (i.e., false claims that inflate or invent sustainable practices). This research critically analyses the changing nature of greenwashing in digital times by incorporating the knowledge of 24 peer-reviewed studies carried out over the last 6 years (2020–2025). In addition, the research bases its scholarship within marketing, psychology and environmental communication literature to critically examine the perception, recognition and reaction of consumers to greenwashing in online environments, including social media platforms, e-commerce, and corporate websites.

Research shows that consumers are becoming more aware of deceptive sustainability claims. However, their ability to detect them remains inconsistent due to cognitive biases, trust in different platforms, and the complexity of digital marketing tactics. Importantly, the research shows that consumer reactions to greenwashing detection have become more severe because people lose trust in brands and sometimes publicly shame them and boycott their products. The research reveals that these backlash patterns are most intense among younger, digitally literate consumers who are also most active in industries with significant environmental impact, such as food and fashion. The findings from the research, therefore, highlight a significant disconnect between consumer intent (in terms of supporting sustainable brands) and their ability to detect authentic sustainability.

In light of this, this paper presents a conceptual framework to assess consumer reactions to greenwashing while proposing policy solutions to improve transparency in communicating digital sustainability. The results demonstrate that reinforced digital literacy training, in combination with stronger regulatory control, is necessary to empower and protect consumers in an environment perpetuated with increasingly greenwashed digital information.

Proposed Marketing Strategy to Increase Pertamax Series Sales in Indonesia: An Integrated Rise Model

Mon, 17 Nov 2025 06:29:45 +0000

PT Pertamina Patra Niaga (PPN) has experienced a downturn in the market share of its Pertamax Series—Indonesia’s flagship non-subsidised gasoline—from 26.9% in 2017 to 21.9% in 2022, even though national demand for higher-octane fuels climbed from 15.8 to 19.2 percent during the same period. This study designs a customer-driven marketing strategy to regain that share by embedding the RISE Model service-improvement cycle including SERVQUAL, Importance–Performance Analysis (IPA), TRIZ and the 7P marketing-mix framework into a single, mixed-methods research design.

SERVQUAL indicated that all 51 service attributes registered negative GAP 5 scores, signalling latent dissatisfaction. IPA grand means of 4.27 (importance) and 3.40 (performance) positioned 11 attributes in Quadrant I (“Concentrate Here”), 20 attributes in Quadrant II (“Keep Up the Good Work”), 14 attributes in Quadrant III (“Low Priority”), and 6 attributes in Quadrant IV (“Possible Overkill”). Each shortfall was reframed as a contradiction in the 12 × 12 Service-TRIZ matrix. Principles such as Segmentation, Dynamicity, and Prior Counteraction generated low-cost, high-leverage ideas including QR-code pre-payment and dispenser lane exclusively for non-subsidised fuels.

Combining TRIZ solutions produced the “Pertamina Signature” concept: the energy station that bundles premium fuels, seamless digital payment, revitalised hygiene standards, and lifestyle-oriented physical evidence. A coherent 7P model aligns (1) product innovation—roll-out of bioethanol Pertamax Green 95 pilots—with (2) value for money pricing via digital payment; (3) place optimisation using geospatial traffic heat-maps; (4) geo-fenced app promotions; (5) upskilled frontline personnel; (6) smart-queue processes; and (7) refreshed visual identity.

Investigating the Effect of AI-Generated Customer Reviews on Purchase Intent and Perceived Authenticity in E-Commerce Environments

Tue, 25 Nov 2025 03:55:02 +0000

The fast emergence of generative artificial intelligence (AI) in online marketplaces has prompted critical inquiries about consumer perceptions of AI-authored content. Online reviews function as a leading factor that influences buying decisions, although there is limited understanding of how review origin (whether composed by humans or AI) affects authenticity perceptions and willingness to purchase, especially in developing markets where e-commerce trust remains low. This research investigated the effect of AI-generated customer reviews on purchase intent and perceived authenticity among Nigerian e-commerce users. The research employed a survey experiment using a simulated product page from AliExpress, as well as 300 participants between 25 and 40 years old, to examine direct, mediating, and moderating effects through a PLS-SEM model. The findings indicate that AI-generated reviews are regarded as less genuine than human-written reviews (β = −1.418, p < .001). In addition, the study found perceived authenticity to be a significant predictor of purchase intent (β = +0.766, p < .001) while completely mediating the connection between review source and intent (indirect β = −1.086, p < .01). Unexpectedly, platform trust did not moderate this relationship. The research results enhance marketing theory by using the Theory of Reasoned Action (TRA) and the Elaboration Likelihood Model (ELM) in AI environments to demonstrate that authenticity serves as a crucial cognitive factor in digital persuasion. From a practical perspective, the research indicates the need for both local and global e-commerce platforms to maintain clear review disclosure to customers, while Nigerian regulatory authorities need to create disclosure standards for consumer protection. Nevertheless, this study confirms that authenticity continues to be a fundamental element of trust and purchasing behaviour, even within a marketplace driven by AI.

Reviewer acknowledgements for International Journal of Marketing Studies, Vol. 17, No. 2

Mon, 01 Dec 2025 06:46:51 +0000

Reviewer acknowledgements for International Journal of Marketing Studies, Vol. 17, No. 2, 2025.