This study aims to develop a new data-driven methodology for identifying suitable influencers for a brand using data from social media. The increasing presence of such figures in these communication channels makes it challenging to select consistent and influential influencers for a specific audience. This paper introduces an innovative approach to defining these figures based on the analysis of relationships within the brand's network. Specifically, this methodology will be applied to the case study of a brand named “Anemonia”. The approach relies on the sequential application of various steps, including the use of tools such as Social Network Analysis (SNA) centrality, Sentiment Analysis (SA), and Analytical Hierarchical Process (AHP). Through the application of this methodology, the brand has been able to identify influencers consistent with its aesthetics and vision.

This study examines the impact of customer relationship management (CRM) practices and social media marketing (SMM) activities on customer retention among MSMEs in Aceh. It considers the dual role of social media in relationship management (CRM) and business engagement (SMM). Recognizing the widespread use of social media, the study explores different stages of its adoption and utilization in business. A formalized social media business profile is used as the moderating variable, defined by a firm's formal allocation of responsibility, outsourcing, funding, governance of social media, and broader changes to structure, processes, leadership, training, and culture. Data was collected from 565 MSMEs using questionnaires and analyzed with partial least squares structural equation modeling (PLS-SEM) and multi-group analysis. The results demonstrated a high predictive power of the model on customer retention. Within CRM, the findings indicated a significant difference in the effect of key customer focus on customer retention, with higher effects observed in MSMEs that do not formalize their social media business profiles. Additionally, technology-based CRM showed significantly higher effects on customer retention for those who formalize their social media profiles. Within SMM, the study revealed significant differences in the effects of customization and trendiness on customer retention, both of which were more pronounced in MSMEs without formalized social media profiles. Furthermore, word-of-mouth had a significantly higher impact on customer retention for MSMEs with formalized social media profiles. This research contributes theoretically by developing an integrated framework that identifies how key customer focus, CRM organization, knowledge management, technology-based CRM, customization, entertainment, interaction, trendiness, and word-of-mouth influence customer retention. It also explores the moderating effects of formalized social media business profiles on CRM practices and SMM activities within MSMEs.

Micro, Small and Medium Enterprises (MSMEs) face challenges in business growth and often face bankruptcy due to various factors, such as declining consumer demand for their products and the rapid advancement of digital marketing technologies. This shift in consumer behavior towards digital platforms has particularly affected MSMEs in Medan City, leading to prolonged closures. To address this issue, this study aims to investigate the effectiveness of content marketing and influencer marketing strategies, along with the role of banking guarantees, in mitigating bankruptcy risks for MSMEs in the region. Using data analysis via SmartPLS software, the findings reveal that while content marketing alone doesn't show a direct positive impact, it significantly contributes to banking guarantees. Additionally, influencer marketing plays a significant role in enhancing banking guarantees and mitigating bankruptcy risks. Moreover, banking guarantees serve as a crucial intervening variable, amplifying the impact of both content and influencer marketing strategies in overcoming bankruptcy challenges for MSMEs.

The aim of this study is to analyze how to improve the competitive advantage and performance of small and medium-sized enterprises (SMEs) in North Sumatra through marketing entrepreneurship and architectural innovation capabilities. The type of research is quantitative research. The study focused on UMKM in North Sumatra who offered the following categories of products: handicrafts, food and beverages, coffee shops, bakeries, fashion, clothing, and services. The research population consists of all 84,758 UMKMs in North Sumatra. As for the sample number ranging between 100 and 200, or at least 5 times the number of variable indicators, when using Structural Equation Modeling (SEM). The entire sample size for stage 1 was 102 SME samples from Medan city. To analyze the research data, the study used SmartPLS (Partial Least Squares). The findings of this study show that market orientation (MO) has a negative and insignificant impact on SME performance from data processing and hypothesis testing results. Entrepreneurship Marketing Architecture Innovation Capacity (EMAIC) has a beneficial and significant impact on Competitive Advantage (CA). The ability of Enterprise Marketing Architectures (EMAC) to innovate has a significant and beneficial impact on their success. Entrepreneurship orientation (EO) provides tangible proof of SME success through competitive advantage (CA). Corporate orientation has no direct impact on SME performance through competitiveness (CA).

This study aims to: 1) describe market orientation, entrepreneurship orientation, innovation, mixed marketing and marketing performance, 2) analyze the effect of market orientation and entrepreneurship orientation on innovation, the effect of market orientation and entrepreneurship orientation on the mixed marketing, the influence of market orientation and entrepreneurship orientation on marketing performance. The study is a causality descriptive study to conduct clarity of the correlation and the influence of cause and effect among variables. The analysis technique is statistics descriptive and SEM. The findings of this study are as follows: a) Market orientation effects the innovation of Food and Beverage SMEs in Religious Tourism in Kudus, b) Entrepreneurship orientation effects the innovation of Food and Beverage SMEs of Religious Tourism in Kudus, c) Market orientation effects the mixed marketing of Food and Beverage SMEs of Religious Tourism, d) Entrepreneurship orientation affects the mixed marketing of Food and Beverage SMEs of Religious Tourism, e) Market orientation and Entrepreneurship orientation effect the marketing performance of Food and Beverage SMEs of Religious Tourism, f) Entrepreneurship orientation effects marketing performance of Food and Beverage SMEs of Religious Tourism, g) Innovation effects marketing performance of Food and Beverage SMEs of Religious Tourism, h) Mixed marketing effects marketing performance of Food and Beverage SMEs of Religious Tourism, i) Market orientation influences marketing performance of Food and Beverage SMEs of Religious Tourism by innovation, j) Entrepreneurship orientation influences marketing performance of Food and Beverage SMEs of Religious Tourism along with innovation.

This research aims to demonstrate the impact of market targeting strategies on tourism service in the Kingdom of Saudi Arabia. The descriptive analytical methodology is used. The study also uses regression analysis to examine the relationship between independent variables and dependent variable. The study reached a set of results, the most important of which is the limited services provided to customers in spite of the diversity of the needs and desires of customers from tourists and travelers with customers' needs and desires.

The study aims to search and identify barriers to the customer’s awareness of tourism services in hotels working in Al-Kharj city in the Kingdom of Saudi Arabia. A sample of hotel customers was taken, amounting to (500) customers to find out the quality of these services, as the quality of tourism services is an essential pillar of the competitiveness of the tourism facility in light of the market economy conditions. It is not possible to know if these services need improvement without specifying and identifying their quality levels and the customers' evaluation. The study reached a set of results; the most important of them is that there is no relationship between the customer’s awareness of the tourism service and the intangibility of the services or the types of advertising message. The study recommended a set of recommendations, the most important of which is to continuously improve and develop tourism services and train workers to provide these services on modern means in the field of tourism services and using modern tourism marketing methods.

This study aims to identify the effect of Total Quality Management (TQM) on the marketing of educational services, by examining the views of employees at Prince Sattam bin Abdulaziz University and customers on the quality of services provided at the university and its relationship to marketing. The researcher used some descriptive analytical method to examine the hypotheses. In this study, two questionnaires were used: The first questionnaire was directed to university employees, and the second one was directed to customers. For testing these hypotheses, 100 questionnaires were distributed to the entire study group samples, which were retrieved. Consequently, the study group sample consisted of 100 individuals and staff from Prince Sattam bin Abdulaziz University. The study found that there was a positive perception among the sample units about the impact of TQM on the marketing of educational services. The study concluded with several recommendations, the most important of which was focusing on paying more attention to the internal public of the university and developing the spirit of one team and working to enhance the spirit of trust with them.

The recognition of brand equity has been in a substantial amount of recent research. In this study, we investigated the indicators of brand equity, which include brand image, brand awareness, and brand loyalty, in the context of higher education in analyzing the students of 10 universities in Ho Chi Minh City, Vietnam. We collected a sample size of 340 people to conduct a path analysis using a Partial Least Square Structural Equation Modeling (PLS-SEM) approach. The results proved a significant relationship between brand awareness and brand loyalty and brand equity. We also verified the relationships between brand communication, brand trust, and brand image. These findings provide an example of one such implication, such as what universities should emphasize in their marketing efforts.

This study aims to determine the relationship between the quality of tourism service provided to the customer and the dimensions of the quality of this service in the hotel industry in Al-Kharj governorate in the Kingdom of Saudi Arabia. The study is accomplished through the use of descriptive analytical method and found a strong correlation between the quality of service provided, and the dimensions of this quality. The study pro-vides several recommendations, the most important of which paying more attention to the training and qualifi-cation of workers in the hotel sector and to strengthen the spirit of the team among them. The study also recommends the need to pay attention to the tangible aspects of hotel services and strengthen the relationship between the service provider and recipients.