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All Journal Manajemen dan Kewirausahaan International Journal of Tourism and Hospitality in Asia Pasific Journal of International Conference Proceedings Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Indonesian Research Journal on Education Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Angmalisang, Stefani I.
Universitas Negeri Manado
Religion Arts Humanities Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Physics Social Sciences Other

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Standardization and Adaptation In International Marketing: A Conceptual Review And Intergrative Framework Stefani Angmalisang; Tatia Panese; Maribell Zachawerus; Abdilah Makausi; Jonathan Kaeng; Bayula Sabuda; Yusmadi Damopolii; Febby Pitoy; Nickstel Assa; Dwi Patra
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 7 No. 1 (2026): January
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v7i1.3208

Abstract

Global marketing has long faced the strategic challenge of balancing global brand consistency with the need for local market responsiveness. This study aims to conceptually explore how international firms integrate standardization and adaptation strategies within the ongoing digital transformation era. Using a qualitative conceptual review approach, ten peer-reviewed articles published between 2020 and 2025 were analyzed to identify dominant strategic patterns and emerging hybrid models. The findings reveal a growing tendency among firms to adopt hybrid strategies that align global efficiency with local relevance. Digital culture, algorithmic personalization, and cross-platform engagement emerged as key mediating factors influencing this integration. The study concludes that hybrid strategies enable firms to maintain a unified global identity while achieving cultural resonance in diverse digital environments. Theoretically, this paper enriches the standardization–adaptation discourse by highlighting digitalization as a moderating factor, while practically offering insights for global marketers seeking to optimize scalability and authenticity across international markets.
Consumer Engagement In International Marketing: A Conceptual Review of Cross-Cultural Perspectives Stefani Angmalisang; Vanesa Mongan; Nur Lahati; Febryanti Ragho; Ariane Worotitjan; Anugrah Oping; Yuliani Kadua; Cindi Mamahit; Christi David; Mesya Sumarandak
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 7 No. 1 (2026): January
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v7i1.3274

Abstract

Globalization has significantly influenced how brands establish and sustain relationships with consumers in various cultural contexts. This study aims to explore consumer engagement as a strategic dimension in international marketing by analyzing emotional, cognitive, and behavioral involvement as key determinants of brand loyalty and trust. Using a conceptual and theoretical synthesis approach, this paper reviews relevant literature in global consumer behavior, digital branding, and cross-cultural adaptation to understand how engagement practices contribute to brand authenticity and cultural resonance. Findings from the analysis highlight that global brands such as Starbucks, Nike, and Skintific have effectively employed localized engagement strategies to strengthen consumer relationships across diverse markets. The study concludes that consumer engagement serves as a central factor in achieving sustainable competitiveness within the post-pandemic digital era (2020–2025). These insights contribute to the advancement of international marketing theory and provide practical implications for global marketers adapting to cultural diversity and digital transformation.
Digital Fatigue and Consumer Resilience: A Conceptual Framework for Global Omnichannel Marketing Stefani Angmalisang; Vidy Mewengkang; Delfia Manampiring; Ditha Lengkong; Mikaela Gonta; Claudi Paendong; Arini Langingi; Novita Ronsul; Jesica Tundundatu; Stevia Wahir
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 7 No. 1 (2026): January
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v7i1.3275

Abstract

The rapid growth of digital technology and global connectivity has transformed consumer interactions, yet it has also led to increasing levels of digital fatigue emotional and cognitive exhaustion resulting from excessive digital engagement. This phenomenon challenges consumers’ ability to sustain attention, trust, and satisfaction in an omnichannel marketing environment, where seamless integration across online and offline platforms is crucial. This conceptual paper aims to develop a theoretical framework that explains the relationship between digital fatigue and consumer resilience in the context of global omnichannel marketing. Using a literature-based analytical approach, this study synthesizes findings from recent research on digital behavior, psychological resilience, and global marketing adaptation between 2020 and 2025. The analysis highlights that while digital fatigue weakens consumer engagement and loyalty, resilience functions as a psychological buffer that enables adaptation and sustained participation in omnichannel interactions. Moreover, cultural and contextual factors moderate the extent to which consumers cope with digital stress in different markets. The proposed conceptual framework contributes to international marketing theory by emphasizing the interplay between technological pressure, consumer psychology, and cultural adaptation. Practically, it provides insights for global marketers to design strategies that minimize digital fatigue while fostering resilient and sustainable consumer relationships across diverse cultural settings.
GENERATION Z AND THE TRANSFORMATION OF ONLINE PURCHASING: THE ROLE OF E-COMMERCE IN CONSUMER PREFERENCES Stefani I. Angmalisang; Stanss L. H. V. Joyce Lapian, Silvya L. Mandey, Altje Lenny Tumbel, Willem J. F. Alfa Tumbuan
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 1 No. 4 (2024): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Publisher : Adisam Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This research examines Generation Z consumers' preferences regarding online purchasing and the influence of e-commerce on their shopping patterns. Through analysis of online shopping behavior and consumer responses, this study provides insight into how brands can optimize the online shopping experience for Generation Z.
Co-Authors Abdilah Makausi Alea Nathasia Karenina Wantha Karwu Andre David turangan Anugrah Oping Ariane Worotitjan Arini Langingi Bayula Sabuda Christi David Cindi Mamahit Claudi Paendong Delfia Manampiring Ditha Lengkong Dugupa, Simon Dwi Patra Febby Pitoy Febryanti Ragho Harrychoon Angmalisang Imanuella Aprilia Palandeng Indra Pratama Tuangkalu Jesica Tundundatu Joanita Pio Jonathan Kaeng Lila, Sandy Lila, Sandy I Lshaday Lamanaga Maribell Zachawerus Meisie Tulung Mesya Sumarandak Mikaela Gonta Muaja, Reginaseli M. Nickstel Assa Nova Ch. Mamuaya Novita Ronsul Nur Lahati Pakasi, Vianti R. Pangemanan, Enrique Rattu, Syaloomitha G. Raymundus Rambing Robert Richard Winerungan Rooney nayoan Sandy I Lila Sandy Lila Sembiring, Otniel S. Setlight, Praished M. Stanss L. H. V. Joyce Lapian, Silvya L. Mandey, Altje Lenny Tumbel, Willem J. F. Alfa Tumbuan Stevia Wahir Sumolang, Gabriel Tatia Panese Vanesa Mongan Vidy Mewengkang Yuki Sinaulan Yuliani Kadua Yusmadi Damopolii