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Ali Ali
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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 3 Documents
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Search results for , issue "Vol. 1 No. 2 (2025)" : 3 Documents clear
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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