Template-Type: ReDIF-Article 1.0 Author-Name: Durdana Ozretic Dosen Author-Email: dozretic@efzg.hr Author-Workplace-Name: Faculty of Economics and Business, University of Zagreb Title: Editorial preface Journal: Market-Tržište Pages: 5-7 Volume: 37 Issue: 1 Year: 2025 File-URL: https://hrcak.srce.hr/file/481847 File-Format: Application/pdf Handle: RePEc:zag:market:v:37:y:2025:i:1:p:5-7 Template-Type: ReDIF-Article 1.0 Author-Name: Wan Rasyidah Wan Nawang Author-Email: wrasyidah@usim.edu.my Author-Workplace-Name: Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia Author-Name: Intan Fatimah Anwar Author-Email: intan.anwar@usim.edu.my Author-Workplace-Name: Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia Author-Name: Amalina Mursidi Author-Email: amalina.mursidi@usim.edu.my Author-Workplace-Name: Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia Author-Name: Najwa Mohd Najibd Author-Email: najwanajib@usim.edu.my Author-Workplace-Name: Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia Author-Name: Raja Azhan Raja Mamat Author-Email: rajaazhan@raudah.usim.edu.my Author-Workplace-Name: Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia Title: Shopping on a Social Planet: The Mediating Role of Trust Abstract: Purpose – The purpose of this study is to investigate the factors that influence social commerce (s-commerce) shopping intention employing the Theory of Planned Behavior (TPB). The determinants such social influence, electronic word of mouth (eWOM), and trust on the intention, and social influence and eWOM on trust, as well as the role of trust as a mediator, are examined. Design/Methodology/Approach – This study makes use of a dataset containing 233 responses from an online survey, selected through non-probability sampling. The partial least squares structural equation modelling (PLS-SEM) with SmartPLS 4.0 was employed to analyze the data and confirm the hypotheses proposed. Findings and implications – The findings demonstrated empirically that social influence and eWOM significantly contribute to enhancing s-commerce shopping intention. Social influence and eWOM were also found to significantly influence trust. Also, trust was revealed to successfully mediate the association between social influence and intention, as well as between eWOM and intention. Limitation – The study focuses on shopping intentions in s-commerce but lacks an assessment of actual purchasing behavior, suggesting future research should explore the correlation between these intentions and actual shopping behavior. Originality – The study substantiated the extension of the TPB framework by enhancing its predictive power in predicting consumer shopping intentions in s-commerce. Keywords: social commerce, intention, trust, social influence, electronic word of mouth (eWOM) Journal: Market-Tržište Pages: 9-32 Volume: 37 Issue: 1 Year: 2025 File-URL: https://hrcak.srce.hr/file/481849 File-Format: Application/pdf Handle: RePEc:zag:market:v:37:y:2025:i:1:p:9-32 Template-Type: ReDIF-Article 1.0 Author-Name: Gedas Kucinskas Author-Email: gedas.kucinskas@gmail.com Author-Workplace-Name: ISM University of Management and Economics Title: The Impact of Cultural Congruence in Media Sponsorships on Iconic Brand Desirability: Moderating Effects of Cultural Fandom and Threat Perception Abstract: Purpose – This study explores the consumer perceptions of iconic brands and influence of cultural congruence of TV show sponsorships on brand desire. It looks at moderating effects of cultural fandom and threat perceptions of iconic brands. Design/Methodology/Approach – Employing a 2x2 between-subjects experimental design, this research manipulated brand iconicity (iconic vs. non-iconic) and cultural context (local vs. foreign) through scenarios involving brands and TV shows. Participants from the US, who were recruited via Mechanical Turk, responded to various measures concerning brand perception and cultural association on a 7-point Likert scale. Findings and implications – Iconic brands were perceived to be more desirable, appealing, and attractive. The findings underscore that iconic brands paired with culturally congruent sponsorships enhance brand desirability. Desire for iconic brands is moderated by individual cultural orientations and iconicity – by perceptions of foreign threat. This study extends iconic brands theory by demonstrating the synergistic effect of cultural congruence on brand desirability. It highlights the strategic importance of aligning brand messages with cultural values to amplify consumer engagement. Limitations – The study’s primary limitations include its focus on a predominantly American context, with a sample size that may not capture the full spectrum of global consumer behavior. Originality – This research study contributes original insights into the dynamic interplay between brand iconicity/culture and cultural congruence, providing empirical evidence on how cultural fit enhances consumer perceptions. It offers valuable implications to brand managers on leveraging cultural elements of sponsorships to enhance brand equity. Keywords: iconic brands, consumer perception, media sponsorship, cultural fandom Journal: Market-Tržište Pages: 33-51 Volume: 37 Issue: 1 Year: 2025 File-URL: https://hrcak.srce.hr/file/481850 File-Format: Application/pdf Handle: RePEc:zag:market:v:37:y:2025:i:1:p:33-51 Template-Type: ReDIF-Article 1.0 Author-Name: Herman Mahendra Abeykoon Author-Email: herman.abeykoon@ vse.cz Author-Workplace-Name: Prague University of Economics and Business Title: Exploring Collaborative Marketing Strategies for Sustainable Growth in Tea Tourism: A Systematic Literature Review Abstract: Purpose – This paper investigates how collaborative marketing strategies shape the tea tourism industry, promote sustainable development, and improve destination competitiveness. It addresses gaps in the literature by offering detailed insights into the role of collaborative marketing as part of industry development, sustainable practices, and destination appeal. Methodology – A systematic literature review of 52 peer-reviewed articles was conducted, including 42 written on tea tourism between 2006 and 2024 and 10 on market orientation theory dating from 1990–2022. Key themes and findings were identified and analyzed to understand the impact of collaborative marketing strategies. Findings and implications – The research highlights the pivotal role of collaborative efforts within the Destination Marketing System (DMS) framework and market-oriented approaches in tea tourism. It identifies a gap in the application of market-driving or collaborative market-driving strategies and suggests future research directions. Stakeholders can leverage insights to craft effective marketing strategies, integrate sustainable practices, and foster collaboration, thereby enhancing destination attractiveness and competitiveness. Limitations – The study is limited by its reliance on the existing literature and potential biases in article selection. Its scope is confined to peer-reviewed journals within the specified timeframe, which may affect the generalizability of the findings. Originality – This study contributes by synthesizing extant research on tea tourism marketing strategies within a comprehensive framework encompassing the DMS and market orientation theory, offering valuable guidance for academics, practitioners, and policymakers. Keywords: tea tourism, collaborative marketing, Destination Marketing System (DMS), market orientation theory, sustainable growth, stakeholder collaboration Journal: Market-Tržište Pages: 53-71 Volume: 37 Issue: 1 Year: 2025 File-URL: https://hrcak.srce.hr/file/481851 File-Format: Application/pdf Handle: RePEc:zag:market:v:37:y:2025:i:1:p:53-71 Template-Type: ReDIF-Article 1.0 Author-Name: Mehmet Ozan Karahan Author-Email: mozan.karahan@usak.edu.tr Author-Workplace-Name: Eşme Vocational School, Uşak University Author-Name: Fatih Şahin Author-Email: fsahin@bandirma.edu.tr Author-Workplace-Name: Gönen Vocational School, Bandırma Onyedi Eylül University Title: The Influence of Atmospheric Cues on Impulsive Buying Behavior: Exploring the Roles of Utilitarian and Hedonic Browsing Abstract: Purpose – This research study examines the impact of atmospheric cues, such as content, design, and navigation, on impulsive buying behavior, focusing on the mediating roles of utilitarian and hedonic browsing. Design/Methodology/Approach – The study utilized a quantitative method approach, employing SPSS and AMOS for data analysis. The convenience sampling method was used to select 363 participants as the target population, consisting of individuals 18-65 years old living in Turkey who had experience using two prominent e-store platforms. Data analysis was conducted using both descriptive and inferential statistics to describe the demographic profile and structural equation modelling (SEM) to examine the causal relationships between variables. Findings and Implications – Results showed that design and navigation features positively influence impulsive buying, but they did not significantly impact utilitarian behavior. Atmospheric features affected impulsive buying directly and indirectly. Content cues positively influenced utilitarian browsing but did not significantly affect hedonic browsing. Hedonic browsing mediated the relationship between design and navigation cues and impulsive buying. These findings suggest that e-store platforms should strategically design e-stores with visually appealing designs, including vibrant colors, attractive images, and easy navigation to promote both hedonic browsing and attract impulsive purchases. To encourage more shopping time, e-store managers should also focus on navigation and personalized recommendations while avoiding overwhelming customers with excessive information. Limitation – The study’s limitations include reliance on self-reported data, which may be subject to bias, and the use of a convenience sample that may not fully represent the diversity of online shoppers. Further research should employ longitudinal studies and a broader demographic to validate these findings further. Originality – This research study contributes to literature by integrating the concepts of atmospheric cues, hedonistic and utilitarian browsing, and their combined effects on online impulsive buying behavior. It offers a nuanced understanding of how different browsing motivations mediate the impact of online atmospherics on consumer behavior, providing practical insights for e-store design strategies. Keywords: atmospheric cues, hedonic browsing, utilitarian browsing, online impulsive buying behavior, mediation effect Journal: Market-Tržište Pages: 73-194 Volume: 37 Issue: 1 Year: 2025 File-URL: https://hrcak.srce.hr/file/481852 File-Format: Application/pdf Handle: RePEc:zag:market:v:37:y:2025:i:1:p:73-94 Template-Type: ReDIF-Article 1.0 Author-Name: Polona Dakič ; Faculty of Management Author-Email: polona.dakic@gmail.com Author-Workplace-Name: University of Primorska Author-Name: Armand Faganel Author-Email: armand.faganel@fm-kp.si Author-Workplace-Name: Faculty of Management, University of Primorska Title: Enchancing Point of Sale Materials for Consumer Engagement: A Neuromarketing Approach Abstract: Purpose – In today’s retail environment, shopping is a multi-sensory experience, making it crucial to understand how consumers perceive retail spaces. Retailers can influence consumers’ purchasing decisions by manipulating sensory stimuli. Thus, creating effective advertising materials that enhance shopping intent is vital for both manufacturers and retailers. Design/Methodology/Approach – This study employed electroencephalography (EEG) to measure unconscious responses to visual marketing stimuli. We assessed emotional valence through prefrontal alpha asymmetry, attention via the alpha/beta activation ratio in the occipital lobe, and cognitive load through theta/beta and alpha activation in the parietal lobe. Findings and Implications – Our findings indicate that for static advertisements (e.g., posters, floor stickers, wobblers), the most engaging combination of elements includes a headline, a person’s photo, an aesthetically pleasing food image, product packaging, and supporting text. This contradicts prior research suggesting that ads with minimal text and a sleek design have a greater impact. Additionally, promotional pricing displayed in bold had a notable effect on participants. Limitations – The study adhered to GDPR standards by anonymizing data and using averaged metrics. However, it was conducted in an artificial setting, which may not fully reflect real retail environments. Additionally, the small sample size of 30 participants limits the generalizability of the findings. Technical challenges, such as those associated with EEG usage and participant selection criteria, were effectively addressed. Originality – This research study stands out by integrating EEG to objectively measure unconscious shopper responses, as opposed to traditional self-reported data. It identifies specific advertisement elements that effectively increase consumer engagement, offering valuable insights into the ways in which to optimize advertising strategies to boost shopper engagement and purchasing intent. Keywords: neuromarketing, EEG, advertising, retail space, consumer engagement Journal: Market-Tržište Pages: 95-107 Volume: 37 Issue: 1 Year: 2025 File-URL: https://hrcak.srce.hr/file/481854 File-Format: Application/pdf Handle: RePEc:zag:market:v:37:y:2025:i:1:p:95-107 Template-Type: ReDIF-Article 1.0 Author-Name: Tanja Komarac Author-Email: tkomarac@net.efzg.hr Author-Workplace-Name: University of Zagreb Faculty of Economics and Business Title: A Systematic Review of Museum Marketing Research: Key Insights and Future Research Directions Abstract: Purpose – The purpose of this paper is to examine the current state of knowledge in the field of museum marketing. More precisely, the paper is aimed at investigating: 1) the advancements in the field of museum marketing and 2) the museum visitor experience as a key related concept. It seeks to identify potential obstacles hindering research and provide future research priorities. Design/Methodology/Approach – Data based on 1,153 papers from the Web of Science (Core Collection) database was subjected to bibliographic analysis using the VOSviewer (1.60) tool. For the purpose of systematic review, 65 papers were analyzed using ASReview LAB. The paper follows the PRISMA 2020 protocol for reporting systematic literature reviews. Findings and implications – The results of the bibliographic analysis reveal the complexities of the museum marketing field, which is studied in different fields outside marketing. The evident importance highlighted is that of tourism marketing journals, heritage, and arts management journals. Also, there are apparent clusters of collaboration among authors, as well as co-occurrence among author keywords used in the papers. The results of the systematic analysis identified six categories of the current research: 1) museum visitors, 2) technology in museum, 3) museum services, 4) learning and education, 5) authenticity, and 6) social media. Limitation – The limitations are related to the analysis period (from 1994 to 2024) since a few scientific papers were published before that period. Only data from the Web of Science (Core Collection) available in English was used. Also, the analysis relies on ASReview, which is a Python-based software. Originality – The paper provides the first systematic insight into thirty years of research in the museum marketing field. Keywords: museum marketing, museum visitor experience, systematic literature review Journal: Market-Tržište Pages: 109-134 Volume: 37 Issue: 1 Year: 2025 File-URL: https://hrcak.srce.hr/file/481856 File-Format: Application/pdf Handle: RePEc:zag:market:v:37:y:2025:i:1:p:109-134 Template-Type: ReDIF-Article 1.0 Author-Name: Morana Fuduric Author-Email: Mfuduric2@ net.efzg.hr Author-Workplace-Name: University of Zagreb, Faculty of Economics and Business Author-Name: Elena Puljic Author-Email: epuljic@net.efzg.hr Author-Workplace-Name: University of Zagreb, Faculty of Economics and Business Author-Name: Sandra Horvat Author-Email: shorvat1@ net.efzg.hr Author-Workplace-Name: University of Zagreb, Faculty of Economics and Business Title: Trust Me, I’m Agreeable: The Role of Perceived Host Personality Traits in Airbnb Booking Intention Abstract: Purpose – This study examines the role of host personality traits in perceived host reputation, trustworthiness, and booking intention on Airbnb. Specifically, it explores the role of verbal (host description and personality) and visual cues (host photo, “Superhost” badge), grounded in the signaling theory as the theoretical setting. Methodology – A quasi-experimental study was conducted using a convenience sample of 220 respondents. Host descriptions were pretested with the Apply Magic Sauce tool, developed by the University of Cambridge, to ensure alignment with specific personality traits. The main study used an online structured questionnaire to measure hosts’ perceived personality, reputation, and trustworthiness, as well as booking intention. Findings and Implications – Perceived host trustworthiness and booking intention vary significantly depending on the personality of the host, but there is no effect on perceived host reputation. Perceived agreeableness had the strongest positive effect on booking intention, followed by openness, extraversion, and conscientiousness. Neuroticism had a moderate negative effect. These findings offer practical value for Airbnb hosts and platform designers: emphasizing traits such as agreeableness and applying trust-enhancing imagery may boost bookings. Limitations – The present study has several limitations, including the use of a convenience sample and an online setting that may limit generalizability and introduce response bias. Additionally, improvements in stimuli design and exploration of mediation models could enhance the clarity and depth of findings. Originality – This study is among the first to integrate perceived host personality traits and visual design cues in the context of peer-to-peer accommodation, offering a novel interdisciplinary perspective on digital trust and consumer decision-making within the sharing economy. Keywords: Airbnb, host, perceived personality traits, booking intention, sharing economy Journal: Market-Tržište Pages: 135-153 Volume: 37 Issue: 1 Year: 2025 File-URL: https://hrcak.srce.hr/file/481857 File-Format: Application/pdf Handle: RePEc:zag:market:v:37:y:2025:i:1:p:135-153