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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 16 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): In Press
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.

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