Consumer Behaviour Moderates the Effect of Green and Social Network Marketing and Strategies on Textile Business Performance in Faisalabad, Pakistan

Authors

  • Khadija Hassan PhD (Scholar), Management Sciences, National Business School, The University of Faisalabad, Pakistan Author

DOI:

https://doi.org/10.61506/01.00246

Keywords:

Green marketing, social network marketing, Pakistan, marketing strategies, Business performance, textile industry, consumer behavior

Abstract

The purpose of the current study is to look into how marketing strategies, social network marketing, and green marketing affect the textile industry's performance in Faisalabad, Pakistan. Examining how consumer behaviour influences the relationships between green marketing, social network marketing, marketing strategies, and the business performance of the textile industry in Faisalabad, Pakistan. This study used quantitative methods, collecting data using self-structured questionnaires and SPSS analysis. The findings demonstrated a positive correlation between marketing strategies, social network marketing, and green marketing and the textile industry's financial success in Faisalabad, Pakistan. The results also showed that the relationship between the business performance of the textile sector in Faisalabad, Pakistan, and social network marketing, green marketing, and marketing strategies was positively regulated by customer behaviour. Future research on this topic will be beneficial, as will the regulatory bodies drafting regulations and implementing business performance-related policies.

References

Ahmad, M. J., Farhan, M., & Fareed, M. F. (2019). Service Continuance Intention in the Health Insurance Setting: A Pls-Sem Approach. Pakistan Journal of Humanities & Social Sciences Research, 02(01), 83-108.

Ahmad, N., Ahmad, M. J., & Zakaria, N. (2019). Call Center Employee’s Role Stressors and Service Recovery Performance: A Study in Telecom Sector. Jour of Adv Research in Dynamical & Control Systems, 11(5), 614-622.

Arshad, M. Z., Meirun, T., Ahmad, M. J., Ali, M., Arshad, M. H., &Maneerat, C. (2020). The Importance of Learning Orientation and Entrepreneurial Orientation on SMEs Performance. International Journal of Disaster Recovery and Business Continuity, 11(1), 1220-1228.

Banyen, T. (2022). Behavioral Drivers of Stock Market Participation: Insights from Ghanaian Investors. Journal of Business and Economic Options, 9(2).

Carins, J. E., Rundle-Thiele, S. R., & Fidock, J. J. (2016). Seeing through a Glass Onion: Broadening and deepening formative research in social marketing through a mixed methods approach. Journal of Marketing Management, 32(11-12), 1083-1102.

Charter, M., & Polonsky, M. J. (1999). Green Marketing: A Global Perspective. In M. J. Baker (Ed.), Perspectives on Marketing (pp. 97-124). John Wiley & Sons.

Chen, J.-H., & Wu, S.-I. (2016). The impact of customer relationship management and internal marketing on business performance: A comparison of lodging industries. Total Quality Management & Business Excellence, 27(1-2), 17-33.

De Pelsmacker, P., Van Tilburg, S., &Holthof, C. (2018). Digital marketing strategies, online reviews and hotel performance. International Journal of Hospitality Management, 72, 47-55.

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.

Hair Jr, J. F., Babin, B. J., & Krey, N. (2017). Covariance-based structural equation modeling in the Journal of Advertising: Review and recommendations. Journal of Advertising, 46(1), 163-177.

Han, C. M., & Guo, C. (2018). How consumer ethnocentrism (CET), ethnocentric marketing, and consumer individualism affect ethnocentric behavior in China. Journal of Global Marketing, 31(5), 324-338.

Han, M., Lin, H., Wang, J., Wang, Y., & Jiang, W. (2019). Turning corporate environmental ethics into firm performance: The role of green marketing programs. Business Strategy and the Environment, 28(6), 929-938.

Hayat, N., Hussain, A., &Lohano, H. D. (2020). Eco-labeling and sustainability: A case of textile industry in Faisalabad, Pakistan. Journal of Cleaner Production, 252, 119-127.

Kapologwe, N. A., Kagaruki, G. B., Kalolo, A., Ally, M., Shao, A., Meshack, M., ... Hoffman, A. (2017). Barriers and facilitators to enrollment and re-enrollment into the community health funds/Tiba Kwa Kadi (CHF/TIKA) in Tanzania: A cross-sectional inquiry on the effects of socio-demographic factors and social marketing strategies. BMC Health Services Research, 17(1), 1-9.

Kennedy, A.-M. (2016). Macro-social marketing. Journal of Macromarketing, 36(3), 354-365.

Li, S., Jayaraman, V., Paulraj, A., & Shang, K.-c. (2016). Proactive environmental strategies and performance: Role of green supply chain processes and green product design in the Chinese high-tech industry. International Journal of Production Research, 54(7), 2136-2151.

Lo, F.-Y., & Campos, N. (2018). Blending Internet-of-Things (IoT) solutions into relationship marketing strategies. Technological Forecasting and Social Change, 137, 10-18.

Mitchell, R., Schuster, L., & Drennan, J. (2017). Understanding how gamification influences behaviour in social marketing. Australasian Marketing Journal (AMJ), 25(1), 12-19.

Mukonza, C., & Swarts, I. (2020). The influence of green marketing strategies on business performance and corporate image in the retail sector. Business Strategy and the Environment, 29(3), 838-845.

Nawaz, M. A., Hussain, M. S., Kamran, H. W., Ehsanullah, S., Maheen, R., & Shair, F. (2020). Trilemma relationship of energy consumption, carbon emission, and economic growth of BRICS and OECD regions: Quantile regression estimation. Environmental Science and Pollution Research, 1-15.

Nawaz, M. A., Seshadri, U., Kumar, P., Aqdas, R., Patwary, A. K., & Riaz, M. (2021). Nexus between green finance and climate change mitigation in N-11 and BRICS countries: Empirical estimation through difference in differences (DID) approach. Environmental Science and Pollution Research, 28(6), 6504-6519.

Papadas, K.-K., Avlonitis, G. J., & Carrigan, M. (2017). Green marketing orientation: Conceptualization, scale development and validation. Journal of Business Research, 80, 236-246.

Papadas, K.-K., Avlonitis, G. J., Carrigan, M., & Piha, L. (2019). The interplay of strategic and internal green marketing orientation on competitive advantage. Journal of Business Research, 104, 632-643.

Peattie, S., & Peattie, S. (2003). Ready to Fly Solo? Reducing Social Marketing's Dependence on Business Marketing Theory. Marketing Theory, 3(3), 365-385.

Platania, M., Platania, S., & Santisi, G. (2016). Entertainment marketing, experiential consumption and consumer behavior: The determinant of choice of wine in the store. Wine Economics and Policy, 5(2), 87-95.

Shaw, S. D., & Bagozzi, R. P. (2018). The neuropsychology of consumer behavior and marketing. Consumer Psychology Review, 1(1), 22-40.

Solomon, M. R., White, K., Dahl, D. W., Zaichkowsky, J. L., &Polegato, R. (2019). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson.

Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17-21.

Sun, H., Awan, R. U., Nawaz, M. A., Mohsin, M., Rasheed, A. K., & Iqbal, N. (2020). Assessing the socio-economic viability of solar businessization and electrification in South Asian countries. Environment, Development and Sustainability, 1-23.

Takata, H. (2016). Effects of industry forces, market orientation, and marketing capabilities on business performance: An empirical analysis of Japanese manufacturers from 2009 to 2011. Journal of Business Research, 69(12), 5611-5619.

Wang, W. Y., Pauleen, D. J., & Zhang, T. (2016). How social media applications affect B2B communication and improve business performance in SMEs. Industrial Marketing Management, 54, 4-14.

Wasserman, S., & Faust, K. (1994). Social Network Analysis: Methods and Applications. Cambridge University Press.

Westermann, F., & Schunk, D. (2022). Rational Expectations vs. Behavioral Biases: An Empirical Analysis of Trading Variability in International Capital Markets. Journal of Business and Economic Options, 9(4).

Wu, S.-I., & Lin, S.-R. (2016). The effect of green marketing strategy on business performance: A study of organic farms in Taiwan. Total Quality Management & Business Excellence, 27(1-2), 141-156.

Yeniyurt, S., Wu, F., Kim, D., &Cavusgil, S. T. (2019). Information technology resources, innovativeness, and supply chain capabilities as drivers of business performance: A retrospective and future research directions. Industrial Marketing Management, 79, 46-52.

Zafar, A. U., Qiu, J., Li, Y., Wang, J., & Shahzad, M. (2019). The impact of social media celebrities' posts and contextual interactions on impulse buying in social commerce. Computers in Human Behavior, 106-118.

Zafar, B., & Younis, M. (2019). Social Media Influence on Consumer Behavior Insights from Supermarket Shoppers in Lahore. Journal of Business and Economic Options, 6(2).

Zanib, A. (2018). The Influence of Celebrity Endorsements on Consumer Buying Behavior in Lahore, Pakistan. Journal of Policy Options, 5(4), 87-93.

Downloads

Published

2024-03-25

Issue

Section

Articles

How to Cite

Hassan, K. . (2024). Consumer Behaviour Moderates the Effect of Green and Social Network Marketing and Strategies on Textile Business Performance in Faisalabad, Pakistan. Bulletin of Business and Economics (BBE), 13(1). https://doi.org/10.61506/01.00246

Similar Articles

1-10 of 592

You may also start an advanced similarity search for this article.

Most read articles by the same author(s)

1 2 3 4 5 6 7 8 9 10 > >>