International Journal of Marketing and Digital Creative

Profitability of Cryptocurrency Trading Strategies Employed by Investors of a Philippine-Based Online Community: Basis for the Development of an Investor's Guidebook

Tue, 30 Sep 2025 00:00:00 +0700

The volatile and unpredictable nature of the cryptocurrency market poses significant challenges for making profitable trading decisions. This study investigated the profitability of cryptocurrency trading strategies employed by investors of a Philippine-based online community. A descriptive-correlational design was used, employing a Google Forms survey administered to 100 investors who are members of a private online cryptocurrency trading group based in a specific province in the Philippines. Data analysis included frequency, percentage, weighted mean, Pearson’s r, and t-test. Results indicated that most investors are young, educated professionals with employment in finance-related fields, suggesting a familiarity with trading systems. All trading strategies were perceived as generally effective in their contribution to profitability, with algorithmic trading and diversification showing the strongest positive correlations. Demographic variables—particularly sex, age, income, and profession—significantly influenced strategy choice. Younger, wealthier, and more professionally experienced individuals favored more advanced approaches, such as algorithmic trading and diversification. Based on the study's findings, the researchers proposed chapter guidelines for an investor’s guidebook, offering step-by-step strategies tailored to demographic characteristics to help optimize profitability and manage risk. Study limitations include the small and geographically limited samples, as well as the absence of longitudinal data. Future research should involve broader samples and the use of other research methods to validate these findings and explore the effectiveness of long-term cryptocurrency trading strategies.

Different Forms of Digital Marketing: A Comprehensive Analysis

Perry Gamba — Tue, 30 Sep 2025 00:00:00 +0700

This study provides a comprehensive examination of the various forms of digital marketing and their strategic applications in contemporary business environments. Through an extensive review of existing literature and qualitative research involving semi-structured interviews with industry experts in Uganda, this research offers profound insights into the diverse digital marketing strategies employed by modern businesses. The findings identify and elaborate on five primary forms of digital marketing: search engine optimization (SEO), social media marketing, email marketing, content marketing, and pay-per-click (PPC) advertising. Each form is analysed in detail, highlighting its unique advantages, applications, and contribution to a holistic digital marketing strategy. For practitioners in digital creative industries, these findings offer actionable frameworks to navigate platform-specific challenges, optimize content creation workflows, and measure cross-channel performance in increasingly competitive digital ecosystems. This study makes a significant contribution to the existing body of knowledge by providing a detailed and expanded analysis of various digital marketing forms and their practical applications, with a particular focus on their relevance and applicability in emerging markets. The paper concludes with actionable recommendations for practitioners and outlines future research directions in the ever-evolving digital marketing landscape.

The Nexus of Boycott Actions and Promotions on Sales Response and Purchasing Decisions: Evidence from McDonald’s in Indonesia

Mega Maharani, Lela Nurlaela Wati, Mohamad Lutfi — Tue, 30 Sep 2025 00:00:00 +0700

This study aims to analyze the influence of promotional activities and boycott actions on consumer purchasing decisions, with sales response serving as an intervening variable. The research approach applied is quantitative and causal, utilizing the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The population in this study consisted of McDonald's consumers in the DKI Jakarta area, with a sample size of 110 respondents, including 58 women and 52 men, selected using a purposive sampling technique. The results indicate that promotions have a positive and significant impact on sales response and purchase decisions. Conversely, boycotts have no impact on sales responses or purchasing decisions. This study examines the impact of promotions and boycotts on McDonald's purchasing behavior in DKI Jakarta. Utilizing sales response as the mediating variable, which has not been thoroughly discussed previously, the findings indicate that promotions exert a substantial influence, whilst boycotts do not affect outcomes. The Partial Least Squares Structural Equation Modeling (PLS-SEM) method offers an innovative perspective on marketing strategies and brand crisis management in Indonesia, facilitating more intricate analyses.

Does Market Orientation Affect the Performance of SMEs?

Tue, 30 Sep 2025 00:00:00 +0700

This paper investigates the impact of market orientation on the performance of small and medium-sized enterprises (SMEs) in Kumasi, Ghana, emphasizing its relevance for emerging economies. The study addresses a gap in empirical research on this topic, underscoring its significance. Data was collected through a structured questionnaire, resulting in 200 valid responses from top executives and managers, which were subsequently analyzed using Structural Equation Modeling (SEM) to explore the relationships between market orientation and firm performance. The findings reveal a significant negative relationship between competitor orientation and firm performance, while customer orientation and inter-functional orientation show positive and significant correlations with firm performance. These results underscore the critical role of customer and market-oriented dimensions in enhancing SME performance, advocating for a stronger market orientation within SMEs. Additionally, the study suggests that new companies should focus on developing a market-oriented profile and strategically utilizing their resources. It emphasizes the importance of caution for companies seeking to adopt market orientation, considering industry context, timing, and strategies for leveraging internal resources and core competencies to achieve optimal performance.

What Keeps Filipinos Watching? The Role of Trust and Content Quality in Netflix Satisfaction

Eric S Parilla, Marc Edward Abadilla — Tue, 30 Sep 2025 00:00:00 +0700

The study investigates the impact of perceived trustworthiness and content quality on customer satisfaction within the OTT streaming service sector, specifically among Netflix subscribers in the Philippines. Using an entirely quantitative research approach, data were collected from a heterogeneous group of Filipino Netflix users, after which PLS-SEM was employed to analyze the strength and direction of relationships among key constructs. Dimensions such as reliability of services, data security, and authenticity were specified under perceived trustworthiness, while content quality dealt with variables including the number of options, cultural affinity, and high-quality productions. The findings indicate that consumer satisfaction is positively and significantly influenced by perceived trustworthiness and content quality. Indeed, trustworthiness stood out as a strong indicator of loyalty, implying that users develop an attachment to a service through secure and reliable service delivery. That content with a recognizable identity supports subscriber retention, keeping them interested in using the platform in the long run. Such findings extend the existing literature on OTT service adoption and retention by highlighting the need for a certain level of technical credibility and content value in emerging markets. In practical terms, it follows that OTT providers, such as Netflix, should adopt a mix of culturally aligned content strategies and transparent data practices to remain competitively viable. Whilst geographically angled towards the Philippines, its conceptual framework presents a replicable model for application in cross-cultural and international contexts. The study emphasizes the global significance of trust and content excellence in delivering an enhanced streaming experience within the rapidly expanding digital entertainment ecosystem worldwide.

Marketing Communication Success Through Fandom Activities in the Music Industry K-Pop Fandom Case Study

Susi Yunarti , Wijayanti, Dian Harmaningsih — Tue, 30 Sep 2025 00:00:00 +0700

As is known, the Korean wave, which has gone global along with a widespread fandom community, has developed and actively participated, playing a key role in advancing the Korean music industry in the form of K-pop. It is a social dynamic by which one community can influence an entire industry. This article aims to explain how K-pop fandom activity is a part of the marketing mix that contributes to the success of music production. The activity of the community, initially, was just for communication and information sharing, and it evolved into a marketing communication process. We collect data from both written materials exposed through news and information media, such as Kompasiana.com and Koreaboo.com, as well as scientific writings in accredited Open Journal System and Web of Science databases, with a focus on the last five years (2020-2024). Numerous articles have examined the development and success of K-pop, fandom activities, and music album sales. Meanwhile, the data collected through interviews utilizes the results of interviews with a third-party service, QuestionAI. 2021. For data analysis, we categorize and reduce the data before conducting thematic analysis. Get resource triangulation by literature study. The research results show that fandom activity serves as a form of marketing communication. In this case, K-pop fandom is not only the target of marketing but also an active promoter of album sales. Suitable to the theory of "participatory culture" by Jenkins, complete with the theory of marketing strategy as explained by Kotler and Armstrong. Fandom has played a significant role in fostering parasocial relationships between fans and K-pop idol members. Fandom activities serve as a successful marketing communication tool to promote and increase album sales.