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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 4 Documents
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Search results for , issue "vol. 2 no. 1 (2026)" : 4 Documents clear
The Green-Hushing Paradox: A Systematic Review of Strategic Silence and Its Impact on Brand Authenticity and Consumer Trust Selamet Agung Santoso; Isnaini Hani'ah
Journal of Marketing Breakthroughs Vol. 2 No. 1 (2026)
Publisher : Generate Digital Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70764/gdpu-jmb.2026.2(1)-01

Abstract

Objective:  This study aims to examine the phenomenon of green-hushing, defined as the strategic reduction of sustainability communication despite the continued implementation of environmental practices, and to analyze its driving factors and implications for brand authenticity and consumer trust amid an increasingly closely scrutinized ESG environment. Research Design & Methods: This study employs a Systematic Literature Review (SLR) method following the PRISMA 2020 protocol and the SPAR-4-SLR framework. A total of 194 articles from Q1-ranked journals and global industry reports published between 2015 and 2026 were analyzed. The data were synthesized using a thematic approach to identify patterns related to strategic communication, consumer perceptions, and institutional pressures. Findings: The findings indicate that “green-hushing” practices emerge as a strategic response to regulatory pressures, litigation risks, and growing skepticism toward sustainability claims. However, reduced communication is consistently associated with lower perceptions of transparency, which undermines brand authenticity and ultimately erodes consumer trust. The study’s results also reveal a paradoxical effect, whereby efforts to mitigate reputational risk through silence may actually trigger negative conclusions from consumers and reduce market confidence. Contribution: This study contributes to the body of knowledge by extending signaling theory into the context of absent or reduced communication, and by conceptualizing “green-hushing” as a form of strategic signal withdrawal. It also integrates insights from sustainability communication and consumer behavior to explain how reduced transparency influences trust formation. Novelty: This study introduces the concept of the “Sustainability Gap,” which describes the mismatch between actual environmental performance and public perception due to a lack of communication. It also proposes a conceptual framework linking “green-hushing” practices, transparency, brand authenticity, and consumer trust.
From Disruptive Marketing to Value Co-Creation: The Serial Mediation of Business Model Innovation and Customer Engagement in E-Commerce Platform Niken Dwi Listiarin
Journal of Marketing Breakthroughs Vol. 2 No. 1 (2026)
Publisher : Generate Digital Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70764/gdpu-jmb.2026.2(1)-02

Abstract

Objective: This study aims to analyze the influence of a disruptive marketing strategy on value co-creation through chain mediation, involving business model innovation and customer engagement, in the context of e-commerce platforms. Research Design & Methods: This study uses a quantitative explanatory design and a survey of active e-commerce users in Indonesia, particularly on platforms like Shopee. Data were collected through a Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test direct and indirect relationships between variables. Findings: The results show that a disruptive marketing strategy has a positive and significant effect on business model innovation, customer engagement, and value co-creation. Furthermore, business model innovation positively affects customer engagement, which in turn significantly affects value co-creation. Mediation analysis confirmed significant chain mediation. Contribution: This research provides theoretical contributions by developing a conceptual framework that integrates disruptive marketing strategy, business model innovation, customer engagement, and value co-creation to explain the value creation process in digital business ecosystems more comprehensively. In addition to strengthening Service-Dominant Logic, this research also expands the Business Model Innovation literature by demonstrating the chain mediation role of business model innovation and customer engagement as a strategic mechanism that connects disruptive marketing strategy with shared value creation. Novelty: The novelty of this research lies in testing a chain mediation model linking disruptive marketing strategy, business model innovation, and customer engagement to explain value co-creation, which is still rarely explored in the empirical literature.
Scarcity Marketing and Impulse Buying in Live Commerce: The Mediating Role of Emotional Arousal and Social Influence Dwi Erlin Effendi
Journal of Marketing Breakthroughs Vol. 2 No. 1 (2026)
Publisher : Generate Digital Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70764/gdpu-jmb.2026.2(1)-03

Abstract

Objective: This study aims to analyze the influence of scarcity marketing and social influence on impulse buying among live commerce consumers in Indonesia, while examining the mediating role of emotional arousal within the Stimulus-Organism-Response (S-O-R) framework. Research Design & Methods: Utilizing an explanatory quantitative research design, data were collected through an online Likert-scale questionnaire distributed via purposive sampling to 207 active live commerce users (e.g., Shopee Live and TikTok Shop) across Indonesia. The structural equation model was analyzed using Partial Least Squares (PLS-SEM). Findings: The empirical results indicate that both scarcity marketing and social influence have a positive and significant effect on emotional arousal and impulse buying. Interestingly, social influence exerts a stronger effect on impulse buying and emotional arousal than scarcity marketing in the live commerce environment. Furthermore, mediation analysis confirmed that emotional arousal significantly bridges the impact of both external marketing stimuli and social interactions on impulsive purchasing behavior. Contribution: This research extends the S-O-R framework by demonstrating how interactive real-time digital cues function as powerful emotional triggers. It enriches digital consumer behavior literature by shifting the focus from individualistic e-commerce to highly collaborative and socially-driven live streaming ecosystems in emerging markets. Novelty: The novelty of this study lies in the shift in the focus of live commerce research from a purely transactional perspective to in-depth psychological mechanisms. By integrating Cialdini’s principles of scarcity and social proof into the S-O-R framework, this study empirically demonstrates that Social Influence (β = 0.480) has a stronger effect than Scarcity Marketing (β = 0.392) in triggering emotional arousal and spontaneous purchases in emerging markets such as Indonesia.
AI-Driven Personalization and Consumer Decision-Making: How Perceived Value and Cognitive Bias Shape Consumer Responses Tsalsa Dyna Shofwatin
Journal of Marketing Breakthroughs Vol. 2 No. 1 (2026)
Publisher : Generate Digital Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70764/gdpu-jmb.2026.2(1)-04

Abstract

Objective: This study aims to analyze the influence of AI-driven personalization on Consumer Decision-Making through the mediating role of Perceived Value and to test the moderating role of Cognitive Bias in the relationships between AI-driven personalization and perceived value, as well as between Perceived Value and Consumer Decision-Making. Research Design & Methods: This study used a quantitative approach by surveying consumers who have experience interacting with AI-based digital platforms. The study population included all consumers who had experience using AI-based digital platforms in the past six months. The sample size was 240 respondents. Data were collected through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings: The results of the study indicate that AI-Driven Personalization does not directly influence Consumer Decision-Making. However, AI-Driven Personalization has been shown to have a positive effect on Perceived Value, and Perceived Value has a positive effect on Consumer Decision-Making. In addition, Perceived Value has been shown to significantly mediate the relationship between AI-Driven Personalization and Consumer Decision-Making. The results of the moderation test indicate that Cognitive Bias does not moderate the relationship between AI-Driven Personalization and Perceived Value, but strengthens the relationship between Perceived Value and Consumer Decision-Making. Contribution: This research provides a theoretical contribution by expanding the application of SOR Theory in the context of AI-based marketing by proving that the influence of AI-based personalization on consumer decisions occurs through the mechanism of forming perceived value. This research also enriches Behavioral Decision Theory by showing that psychological factors in the form of Cognitive Bias play a role in strengthening the transformation of value evaluations into actual consumer decisions. Novelty: The novelty of this research lies in the integration of AI-Driven Personalization, Perceived Value, and Cognitive Bias in a single conceptual model that combines the perspectives of SOR Theory and Behavioral Decision Theory. This research shows that the influence of AI-Driven Personalization on Consumer Decision-Making does not occur directly, but rather through Perceived Value as a mediator, while Cognitive Bias acts as a moderator that strengthens the relationship between Perceived Value and Consumer Decision-Making.

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