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Andri Dayarana K. Silalahi
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AURORA: Journal of Emerging Business Paradigms
Published by PT. Sangadji Media Publishing
ISSN : -     EISSN : 30474140     DOI : https://doi.org/10.62394/aurora
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
AURORA: Journal of Emerging Business Paradigms is a peer-reviewed academic journal dedicated to advancing knowledge and understanding in the fields of marketing, business, entrepreneurship, human resource management, financial management, strategic management, and accounting. With a focus on emerging trends and innovative practices, the journal serves as a platform for scholarly discourse and intellectual exchange, facilitating the dissemination of cutting-edge research and fostering interdisciplinary collaboration.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 20 Documents
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Utilization of Local Culture as A Tourism Marketing Instrument Iswanto, Dedy; Irsyad, Ziqrurrahman; Istiqlal, Istiqlal
Aurora: Journal of Emerging Business Paradigms Vol. 2 No. 1 (2025): June
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/aurora.v2i1.151

Abstract

This study aims to explore the utilization of local culture as a tourism marketing instrument through a Systematic Literature Review (SLR) approach. The study was conducted by selecting literature from academic databases such as Scopus, DOAJ, and Google Scholar, using keywords such as “local culture,” “tourism marketing,” “destination branding,” and “cultural tourism” within the time span of 2014-2024. The results show that the integration of local culture in destination promotion significantly enhances tourist attraction and experience. However, challenges such as cultural commodification and overtourism need to be addressed to maintain cultural authenticity. The use of social media and digital technology plays an important role in increasing cultural visibility, but the potential for distortion in the delivery of cultural values remains an important issue. The involvement of local communities as custodians of cultural heritage proved essential in ensuring the sustainability of promotion balanced with the preservation of traditions. Therefore, future research is recommended to explore the social and cultural influences in maintaining the authenticity of local culture in tourism marketing..
The Role of Digital Marketing in Expanding Rural Markets in Sub-Saharan Africa Kiarie, John; Owusu, Ephraim; Hagabirema, Gabriel
Aurora: Journal of Emerging Business Paradigms Vol. 2 No. 1 (2025): June
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/aurora.v2i1.185

Abstract

This study investigates the role of digital marketing in expanding rural markets in Sub-Saharan Africa through a qualitative research approach. Focusing on three diverse countries—Kenya, Ghana, and Rwanda—the research involved in-depth interviews with rural entrepreneurs, digital marketing practitioners, NGO representatives, and rural consumers. The findings reveal that digital marketing significantly enhances market access, enabling rural businesses to overcome traditional geographic and infrastructural barriers. Trust-building emerged as a central factor for success, highlighting the necessity of leveraging local social networks and culturally resonant communication strategies. However, digital literacy gaps, infrastructural limitations, and socio-economic disparities pose persistent challenges to effective digital engagement. Participants demonstrated innovative adaptations to local contexts, such as the use of low-data applications and the blending of online and offline marketing efforts to maximize reach and credibility. The study contributes to the understanding of digital inclusion in emerging markets and emphasizes the need for localized, trust-centered marketing approaches. It also underlines the importance of investing in rural digital skills development and affordable connectivity to fully harness the potential of digital marketing in promoting inclusive economic growth. Despite its contributions, the study acknowledges limitations in terms of regional coverage, generalizability, and the cross-sectional nature of the research. Future studies are encouraged to adopt longitudinal and mixed-methods designs to capture the evolving dynamics of digital marketing adoption in rural Sub-Saharan Africa.
Consumer Acceptance of Eco-Friendly Products in Pakistan: A Qualitative Study Based on Consumer Behavior Theory Fuzail, Muhammad
Aurora: Journal of Emerging Business Paradigms Vol. 2 No. 1 (2025): June
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/aurora.v2i1.186

Abstract

This study investigates the factors influencing consumer acceptance of eco-friendly products in Pakistan, using consumer behavior theory as a conceptual framework. By applying a qualitative research design, in-depth interviews were conducted with 18 participants to uncover the underlying psychological, social, and situational factors that drive or hinder sustainable consumption. The study finds that environmental awareness, attitudinal beliefs, and social norms significantly shape consumer intentions, while behavioral control barriers such as high product costs, limited accessibility, and inconvenience remain the primary inhibitors. Notably, social influence from reference groups, including family and peers, was identified as a powerful force, with younger, urban consumers showing greater eco-friendly preferences due to social pressure and media exposure. Perceived behavioral control—influenced by affordability, convenience, and availability—emerged as a critical determinant of consumer behavior. The findings reveal that while consumers express positive attitudes towards green products, practical challenges prevent the widespread adoption of eco-friendly alternatives. This research contributes to the literature by offering novel insights into the unique contextual factors influencing green consumer behavior in a developing country like Pakistan. It emphasizes the importance of tailored marketing strategies and policy interventions to address barriers and promote sustainable consumption. For marketers and policymakers, the study suggests that addressing cost concerns, improving product availability, and fostering trust in environmental claims can facilitate the adoption of eco-friendly products. Future research could explore the longitudinal impact of such interventions.
Entrepreneurial Orientation and Innovation Performance in Family-Owned Turkish Enterprises Özturan, Nadzeya; Ören, Ali Şahin; Çakar , Sevgin Şahin
Aurora: Journal of Emerging Business Paradigms Vol. 2 No. 1 (2025): June
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/aurora.v2i1.187

Abstract

This study explores the relationship between entrepreneurial orientation (EO) and innovation performance in family-owned enterprises in Turkey, with a focus on the role of family dynamics. Using qualitative methods, the research examines how EO, as a legacy mindset passed down through generations, influences innovation strategies within these firms. The findings reveal that while EO provides continuity and a sense of stability, it can also hinder innovation when family values and traditions conflict with the need to adapt to rapidly changing market conditions. Furthermore, the study identifies the tension between maintaining traditional practices and embracing innovative changes, emphasizing that innovation in family firms is a process of negotiation between these two forces. The research highlights how family dynamics, such as emotional ties and generational differences, act as both enablers and constraints of innovation. In particular, the dominance of family leaders and the power structures within the family can limit the participation of younger generations in innovation decision-making. This study contributes to the literature by providing insights into how family businesses balance tradition and innovation, offering practical implications for improving innovation performance while preserving family values. The novelty of this research lies in its focus on the intersection of EO, innovation, and family dynamics in family-owned businesses, particularly within the context of Turkey, a region underexplored in this field.
Leading with Ethics and Values: Exploring the Impact on Social Innovation in the Public Sector Hong Tran, Kiet; Nguyen, Kim Van; Ly, Thoa Thyen
Aurora: Journal of Emerging Business Paradigms Vol. 2 No. 1 (2025): June
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/aurora.v2i1.188

Abstract

This study explores the role of ethical and values-based leadership in fostering social innovation in the public sector of Vietnam. With a growing need for innovative approaches to address complex societal challenges, the research examines how ethical leadership practices shape organizational cultures that promote innovation. Through qualitative interviews with public leaders, the study identifies three key themes: (1) moral framing of innovation as a social responsibility, (2) the creation of an empowering organizational culture that fosters psychological safety for employees, and (3) the exercise of ethical judgment to navigate institutional tensions and foster change. The findings reveal that leaders who prioritize ethics and values can create an environment where innovation thrives, even in the face of bureaucratic resistance and political constraints. This study contributes to the theoretical understanding of ethical leadership in the public sector and provides practical insights for public administrators aiming to drive social innovation. The research also highlights the importance of aligning innovation efforts with core societal values, fostering an inclusive environment that encourages risk-taking, and applying moral decision-making to overcome institutional barriers. The novel contribution of this study lies in its contextual focus on Vietnam, providing valuable insights into how public sector leaders in emerging economies can integrate ethics into their leadership practices to enhance social innovation.
The Rise of Digital Literacy in Business Communication: A Bibliometric Analysis Ariani Simabur, Lisda
Aurora: Journal of Emerging Business Paradigms Vol. 2 No. 2 (2025): December
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/aurora.v2i2.241

Abstract

This study provides a comprehensive bibliometric analysis of the intersection between digital literacy and business communication, aiming to map the intellectual structure, thematic evolution, and research gaps within this emerging domain. Using data extracted from the Scopus database, a total of 13,126 documents were analyzed through country collaboration networks, keyword co-occurrence visualization, and subject area distribution. The findings reveal that research in this field is globally distributed yet dominated by contributions from developed countries. The subject area analysis demonstrates a strong interdisciplinary orientation, with the Social Sciences and Business, Management, and Accounting fields contributing the majority of publications. Keyword mapping indicates three major thematic clusters: digital literacy in organizational and technological contexts, socio-demographic and health-related dimensions, and external communication functions such as public relations and reputation management. Despite the large body of literature, only six documents were identified as directly addressing both digital literacy and business communication simultaneously, highlighting a significant research gap. This study underscores the need for a more integrated theoretical and empirical approach to understanding how digital literacy shapes communication effectiveness, organizational adaptation, and strategic engagement in digital business environments.
Digital Innovation in Enhancing Competitiveness of Destination Marketing Strategy Irsyad, Ziqrurrahman; Fuzail, Muhammad; Iswanto, Dedy; Gamri, Mohammad
Aurora: Journal of Emerging Business Paradigms Vol. 2 No. 2 (2025): December
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/aurora.v2i2.147

Abstract

This research aims to analyze the role of digital innovation in improving the competitiveness of tourist destination marketing strategies with a Systematic Literature Review approach. Literature sources were taken from Google Scholar, Scopus, and DOAJ indexers, with a focus on publications between 2014 and 2024. The results show that the application of digital technology in destination marketing has a significant impact on tourist attraction and satisfaction. Innovations such as social media, virtual reality, and digital content have proven to be effective in increasing destination visibility and enhancing the traveler experience. The characteristics of digital technologies, including their ability to provide real-time and interactive information, play an important role in influencing traveler decisions. However, the research also identified challenges such as the digital divide and potential loss of cultural authenticity that need to be addressed, as they may reduce the effectiveness of marketing strategies. Therefore, the balance between digital innovation and preservation of local culture is a key factor in creating an effective and sustainable marketing campaign. The findings are expected to provide insights for destination managers in designing marketing strategies that are more innovative and responsive to changing tourism trends.
The Effect of ESG Practices on Financial Performance of Public Companies in Brazil Silva, Francisco Gomes de; Villardi, Michelle Quiroz; Cavalcante, Andrade Victor
Aurora: Journal of Emerging Business Paradigms Vol. 2 No. 2 (2025): December
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/aurora.v2i2.274

Abstract

This study investigates the effect of Environmental, Social, and Governance (ESG) practices on the financial performance of publicly listed companies in Brazil. Using a quantitative research design and panel data covering 112 non-financial firms listed on B3 (Brasil Bolsa Balcão) over the period 2018–2023, this study examines whether ESG engagement contributes to firm profitability and market valuation. ESG performance is measured using standardized ESG scores obtained from international rating agencies, while financial performance is proxied by return on assets (ROA), return on equity (ROE), and Tobin’s Q. The empirical analysis employs fixed-effects panel regression with robust standard errors clustered at the firm level to control for unobserved heterogeneity, heteroskedasticity, and autocorrelation. To mitigate potential endogeneity, ESG variables are lagged by one period. The results reveal that ESG practices have a positive and statistically significant effect on all measures of financial performance. Firms with higher ESG scores exhibit superior profitability and higher market valuation, indicating that sustainability-oriented strategies function as a value-creating mechanism in the Brazilian capital market. These findings support stakeholder theory, legitimacy theory, and the resource-based view, suggesting that ESG engagement enhances corporate reputation, reduces firm risk, and strengthens long-term competitive advantage. This study contributes to the literature by providing robust empirical evidence from an emerging market characterized by institutional complexity and sustainability challenges. The findings offer important implications for corporate managers, investors, and policymakers seeking to promote sustainable and financially resilient business practices in Brazil.
Driving E-Commerce Purchase Intention Through AI-Powered Marketing Personalization Wei, Zhang; Junjie, Li; Xiaoyan, Chen
Aurora: Journal of Emerging Business Paradigms Vol. 2 No. 2 (2025): December
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/aurora.v2i2.275

Abstract

This study aims to examine the impact of AI-driven personalized marketing on purchase intention in Chinese e-commerce platforms, with perceived relevance and consumer trust incorporated as key explanatory mechanisms. A quantitative research design was employed using a cross-sectional survey of active users of major Chinese e-commerce platforms. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess both the measurement and structural models. The results reveal that AI-driven personalized marketing has a significant positive effect on purchase intention. Additionally, AI personalization significantly enhances perceived relevance and consumer trust, both of which, in turn, positively influence purchase intention. The findings further indicate that perceived relevance and consumer trust partially mediate the relationship between AI-driven personalized marketing and purchase intention. The structural model explains a substantial proportion of variance in purchase intention, highlighting the strategic importance of AI-based personalization in shaping consumer behavior in digital commerce. From a theoretical perspective, this study extends the literature on digital marketing and consumer behavior by empirically validating the mechanisms through which AI-driven personalization affects purchase intention in the context of China’s digital economy. Practically, the findings suggest that e-commerce platforms should prioritize relevant, transparent, and trustworthy AI personalization strategies to strengthen consumer engagement and improve conversion performance. Overall, this research provides valuable insights for academics, practitioners, and policymakers regarding the effective implementation of AI-driven personalized marketing in e-commerce environments.
Inclusive Leadership and Its Effect on Employee Performance Outcomes Mbeki, Thabo; Dlamini, Sipho; Zuma, Nomvula
Aurora: Journal of Emerging Business Paradigms Vol. 2 No. 2 (2025): December
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/aurora.v2i2.276

Abstract

Inclusive leadership has gained increasing attention as organizations seek leadership approaches that foster both equity and performance in diverse work environments. This study examines the effect of inclusive leadership on employee performance outcomes using a quantitative research design. Data were collected through a cross-sectional survey of 287 full-time employees working in medium to large organizations. Inclusive leadership was measured using a validated scale capturing leaders’ openness, accessibility, and availability, while employee performance outcomes were assessed through task and contextual performance indicators. The data were analyzed using descriptive statistics, correlation analysis, and multiple regression analysis. The results reveal a positive and statistically significant relationship between inclusive leadership and employee performance outcomes. Inclusive leadership was found to be a strong predictor of employee performance after controlling for demographic variables, explaining a substantial proportion of variance in performance outcomes. These findings support social exchange theory and social identity theory by demonstrating that inclusive leadership behaviors encourage employees to reciprocate with higher levels of performance and organizational contribution. The study contributes to the leadership and human resource management literature by providing empirical evidence on the performance-enhancing role of inclusive leadership within a highly diverse organizational context. Practically, the findings highlight the importance of integrating inclusive leadership principles into leadership development and human resource practices to enhance employee performance and organizational effectiveness.

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