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JOURNAL OF MARKETING BREAKTHROUGHS
Published by Generate Digital Publishing
ISSN : -     EISSN : 30907160     DOI : http://doi.org/10.70764/gdpu-jmb
Core Subject : Economy,
Economics, Econometrics & Finance
Managing a company in the long term requires the development of knowledge about complex marketing breakthroughs so that it can cope with the latest marketing developments. Therefore, the Journal of Marketing Breakthroughs welcomes submissions of manuscripts focusing on the field of marketing. The journal is committed to introducing, assessing, and discussing significant marketing discoveries, tactics, and best practices. The scope of the journal includes empirical and theoretical articles related to: a. Marketing Innovation Issues b. Marketing Strategy Issues c. Consumer Behavior Issues d. Digital Marketing Issues e. Sustainability and Ethical Marketing Issues
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 8 Documents
 1 
Consumer Empowerment Through Ethical AI: Strategies for Transparent and Trustworthy Personalized Marketing Annisa Qurrota A'yun; Wahyu Setyaningsih
Journal of Marketing Breakthroughs Vol. 1 No. 1 (2025)
Publisher : Generate Digital Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70764/gdpu-jmb.2025.1(1)-01

Abstract

Objective: This research aims to explore how the ethical application of artificial intelligence (AI) in marketing can empower consumers through transparency, data control, and bias reduction. The main focus of this research is to understand the impact of giving consumers control over their personal data, transparency in the use of AI, and bias mitigation efforts on consumer trust and loyalty. Research Design & Methods: This research employs thematic analysis to identify themes on ethical and legal challenges in AI-based marketing, using specific keywords to ensure relevance. Sources were selected for credibility, relevance, and recent publication, with key seminal works also included. Findings: The results show that consumer empowerment through ethical AI increases trust and loyalty. Transparency of data use and control over personal information are important for strong relationships between consumers and brands. Reducing bias in AI algorithms is also necessary for fairness and inclusiveness. Implications & Recommendations: This research recommends companies to implement ethics in AI marketing through data transparency, consumer control over personal data, and bias-free algorithms. The application of explainable AI (XAI) is also recommended to increase consumer understanding and trust, ultimately strengthening loyalty through ethical and responsible AI. Contribution & Value Added: This research enriches the AI marketing literature by emphasizing the importance of ethics in empowering consumers and provides practical guidance for companies to implement AI ethically, transparently, and with respect for consumer privacy.
Narratives of Disillusionment: A Phenomenological Study on Consumer Experiences With Inconsistent Sustainability Claims Elvira Fitriyana
Journal of Marketing Breakthroughs Vol. 1 No. 1 (2025)
Publisher : Generate Digital Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70764/gdpu-jmb.2025.1(1)-02

Abstract

Objective: This research aims to explore the role of authentic narratives in sustainability marketing and their impact on consumer trust, loyalty and cultural consumption patterns. The research focuses on how consistency in sustainability claims and transparent communication influence consumer perceptions, especially among younger generations such as Millennials and Gen Z. Research Design & Methods: This phenomenological study explored consumers' experiences with inconsistent sustainability claims through in-depth interviews and a review of greenwashing-related literature. Thematic analysis identified key themes such as disappointment, distrust and the impact on purchasing behaviour. Findings: The findings reveal that authentic narratives increase consumer trust, reduce scepticism and drive brand loyalty by 42% when aligned with company actions. Consistent communication increased Gen Z recommendations by 30%, while inconsistent claims decreased purchase intent by 35%. Implications & Recommendations: Companies should adopt authentic narratives in marketing that are aligned with sustainability actions. Regulators need to establish a framework to monitor and certify sustainability claims to address greenwashing. Contribution & Value Added: This study fills the literature gap by integrating insights on authentic narratives and sustainable marketing. This research offers a framework for practitioners to implement marketing strategies that align with consumer values, supporting the cultural shift towards sustainable consumption.
Immersive Brand Experiences in The Metaverse: A Qualitative Study of Consumer-Brand Interactions in Virtual Space Nurul Komariyatin
Journal of Marketing Breakthroughs Vol. 1 No. 1 (2025)
Publisher : Generate Digital Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70764/gdpu-jmb.2025.1(1)-03

Abstract

Objective: This research aims to explore how elements of immersive brand experiences in the metaverse-including gamification, interactive narrative, social interaction, visual realism, and the use of blockchain technology and NFTs-contribute to emotional engagement, belonging, and consumer loyalty. Research Design & Methods: This study uses an exploratory qualitative approach with in-depth interview techniques with more than 20 participants who actively interact with brands on metaverse platforms such as Roblox, Decentraland, and The Sandbox. Data analysis was conducted through a thematic approach to identify patterns of consumer engagement and perception. Findings: The results show that immersive experiences that are participatory and personalized drive strong emotional attachment to brands. Gamification increases intrinsic motivation, interactive narratives deepen the emotional experience, and social interactions form a sense of community. Realistic visualizations increase trust, while NFT ownership provides a sense of exclusivity and control that strengthens consumer loyalty. Implications & Recommendations: Brands are advised to design holistic metaverse experiences, integrating game elements, stories, communities and blockchain-based digital assets to build more meaningful and sustainable relationships with consumers. Contribution & Value Added: This research makes a theoretical contribution to the study of digital marketing and brand engagement by highlighting the importance of a multidimensional approach based on immersive technology in building consumer loyalty in the Web3 era.
Mapping Consumer Emotions in Response to Green Advertising: A Qualitative Exploration With Neuroimaging Tools Arina Manasikana Zulfa
Journal of Marketing Breakthroughs Vol. 1 No. 1 (2025)
Publisher : Generate Digital Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70764/gdpu-jmb.2025.1(1)-04

Abstract

Objective: This research aims to understand how green advertising influences consumers' emotional and cognitive responses, and how neuroimaging approaches can be used to more accurately evaluate the effectiveness of sustainability messages. The main focus is on identifying the unconscious mechanisms that drive negative spillover effects such as greenwashing, moral licensing and rebound effects. Research Design & Methods: This is a qualitative study based on a systematic literature review of relevant scholarly articles, particularly those that integrate affective heuristic approaches and neuroimaging findings. Consumer brain activation patterns when processing green advertisements and the relationship between message elements and individual characteristics were analyzed. Findings: Findings show that green advertisements that combine verbal and nonverbal messages can trigger affective responses through the activation of brain areas such as the amygdala, insula, vmPFC and TPJ. These emotional effects often appear before cognitive elaboration, confirming the role of affective primacy. Consumers' responses are strongly influenced by their regulatory focus and prosocial values. Implications & Recommendations: These results suggest that marketers design green advertisements with psychological and cultural factors in mind. Neuroimaging is also suggested as an objective advertising pre-test evaluation tool. Contribution & Value Added: This research contributes by integrating neuroscience approaches into the realm of green marketing, as well as offering a more holistic evaluative framework in designing effective sustainability communications.
From Browsing to Buying: The Role of Augmented Reality in Shortening The Customer Journey in E-Commerce Ella Shofia Sari
Journal of Marketing Breakthroughs Vol. 1 No. 1 (2025)
Publisher : Generate Digital Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70764/gdpu-jmb.2025.1(1)-05

Abstract

Objective: This research aims to explore how Augmented Reality (AR) technology contributes to shortening the customer journey in e-commerce by enhancing product exploration, facilitating evaluation, and accelerating purchase decisions. The focus is placed on industries where product visualization is critical, namely cosmetics and furniture. Research Design & Methods: A qualitative approach was used, involving a comprehensive literature analysis and in-depth interviews with ten active users of an AR-integrated e-commerce platform. These users were purposively selected from two sectors-cosmetics and furniture-to gain insight into real user experiences across different product types. Thematic analysis was used to identify recurring patterns and behavioral tendencies. Findings: The study found that AR significantly impacts three key stages of the customer journey: product exploration, evaluation of alternatives, and final decision-making. AR increases user confidence through realistic visualizations, reduces perceived risk by providing interactive simulations, and increases engagement through control and enjoyment. In addition, AR contributes to the value of the experience, leading to greater confidence and purchase intention. Implications & Recommendations: From a managerial perspective, integrating AR into e-commerce platforms creates strategic value by shortening the buying cycle, enriching the customer experience, and strengthening brand loyalty. Businesses are advised to invest in user-friendly AR interfaces and personalize AR experiences based on user interaction data. Future research should expand to other industries and incorporate quantitative methods to validate and generalize the findings. Contribution & Value Added: This study contributes to the literature by positioning AR not only as a visualization tool but also as a strategic enabler to accelerate consumer decision-making. It adds value by bridging the gap between immersive technologies and practical marketing applications in the digital economy.
ETHICS AND AUTHENTICITY IN THE AGE OF VIRTUAL INFLUENCERS: A CROSS-CULTURAL REVIEW OF CONSUMER TRUST AND ENGAGEMENT Albar Bujayromi Abbastian
Journal of Marketing Breakthroughs Vol. 1 No. 2 (2025)
Publisher : Generate Digital Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70764/gdpu-jmb.2025.1(2)-01

Abstract

Objective: This study aims to analyze the key factors that influence consumer trust and engagement with virtual influencers (VIs) through a systematic literature review. Research Design & Methods: This study uses the Systematic Literature Review (SLR) method by examining reputable international journal articles published between 2019 and 2025, focusing on authenticity, transparency, anthropomorphism, and cultural and generational context. Findings: The results show that consistent digital authenticity, balanced disclosure, appropriate human-likeness, and cultural tailoring are the main determinants of VI effectiveness. Risks such as the uncanny valley and consumer skepticism can be minimized with a coherent and transparent digital identity strategy. Implications & Recommendations: Brands need to balance aesthetics and transparency, tailor VI design to demographic and cultural preferences, and ensure narrative coherence to build sustainable engagement. Contribution & Value Added: This study provides a comprehensive conceptual framework on the role of authenticity, disclosure, anthropomorphism, and cross-cultural factors in shaping consumer trust, and offers practical insights for brands in optimizing VI-based marketing strategies.
BEYOND FUNCTIONAL BRANDING: AN INTERPRETIVE ANALYSIS OF HUMAN-LIKENESS, TRANSPARENCY, AND BRAND ENGAGEMENT IN MULTINATIONAL COMPANIES Alwis Fauzi Prio Aji
Journal of Marketing Breakthroughs Vol. 1 No. 2 (2025)
Publisher : Generate Digital Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70764/gdpu-jmb.2025.1(2)-02

Abstract

Objective: This study aims to develop an interpretive understanding of how human-likeness and transparency in corporate brand communication jointly shape brand engagement within cross-cultural multinational contexts. Specifically, it examines how human-like communication and perceived transparency influence trust formation, emotional closeness, and consumer behavioral engagement across different cultural settings. Research Design & Methods: Adopting an interpretive qualitative research design, this study draws on in-depth semi-structured interviews with corporate communication managers from six multinational companies and consumers from five countries (the United States, Germany, Japan, South Korea, and Indonesia). The data were analyzed using reflexive thematic analysis to uncover recurring meaning structures that explain how human-likeness and transparency are interpreted and enacted across cultural contexts. Findings: The findings reveal that human-likeness functions as a relational mechanism that fosters emotional closeness through empathy, warmth, and personalized communication, while transparency operates as a culturally situated signal of integrity that builds trust through perceived consistency between corporate values and actions. Importantly, the study shows that authentic brand engagement emerges from the interaction between human-likeness and transparency, rather than from either dimension alone. This interaction manifests differently across collectivist and individualist cultures, shaping consumer participation, advocacy, and loyalty in distinct ways. Implications & Recommendations: The findings position human-likeness and transparency as interrelated dimensions of corporate humanization that enhance brand engagement beyond transactional approaches. For multinational companies, culturally adaptive human-like communication and responsible transparency are essential to building trust, reducing skepticism, and fostering ethically grounded corporate–consumer relationships. Contribution & Value Added: By offering an integrative conceptual framework that links human-likeness and transparency to authentic brand engagement in cross-cultural contexts, this research provides novel interpretive insights and enriches the literature on global branding, corporate humanization, and cross-cultural marketing communication.
THE EVOLUTION OF GREEN CONSUMER BEHAVIOUR IN THE DIGITAL ERA: A SYSTEMATIC REVIEW AND RESEARCH AGENDA Nadia Tsabita Purnama
Journal of Marketing Breakthroughs Vol. 1 No. 2 (2025)
Publisher : Generate Digital Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70764/gdpu-jmb.2025.1(2)-03

Abstract

Objective: This study aims to systematically review andmap the evolution of green consumer behavior in the digital age byintegrating perspectives on sustainability, marketing, and information technology.This study seeks to identify the main themes, theoretical approaches, andnew research trends that shape the transformation of sustainable consumption behaviorin the digital context. Research Design & Methods: This study applied a Systematic Literature Review (SLR) approach based on the PRISMA 2020 protocol. Data search was conducted through the Scopus database for the period 2010–2025 in the fields of Business, Management, and Accounting. Of the total 2,804 documents identified, 124 articles met the initial synthesis stage, and 36 final articles were analyzed qualitatively using thematic clustering to identify conceptual patterns related to digital engagement, green marketing strategies, and ethical consumption behavior. Findings: The results identified four main clusters: (1) Green Trust and Digital Authenticity, which highlights the importance of transparency and credibility in sustainability communication; (2) AI, Personalization, and Sustainable Engagement, which emphasizes the role of algorithms and artificial intelligence in environmentally friendly decisions; (3) Digital Influencers and Green Socialization, which explains the influence of social media on pro-environmental identities; and (4) Ethical Consumption and Green Identity, which focuses on the moral and symbolic dimensions of sustainability. The analysis also shows a methodological shift towards data-driven sustainability and a cross-cultural approach in understanding digital green consumer behavior. Implications & Recommendations: These findings provide strategic insights for policymakers and practitioners to design an ethical digital marketing framework, promote algorithmic transparency, and strengthen sustainability-oriented digital literacy. Further research is recommended using longitudinal and cross-cultural approaches to explore the dimensions of digital ethics, trust in AI, and emotional relationships in the formation of consumer green identity. Contribution & Value Added: This article contributes to integrating behavioral, technological, and ethical theories in explaining the evolution of green consumer behavior. Theoretically, this research expands understanding by linking the Theory of Planned Behavior (TPB) with digital-era constructs such as AI-based trust and authentic sustainability communication.

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