Volume 9 (2025)

Each volume of Journal of Cultural Marketing Strategy consists of two quarterly 100-page issues, published in print and online.

The articles published in Volume 9 are listed below.

Volume 9 Number 2

Editorial
Jake Beniflah, Founding Editor
Research Papers
A systematic review of cultural effects on brands’ communication styles across diverse social media channels
Büşra Oktay Bayhan, PhD student, Institute of Social Sciences and Raife Meltem Yetkin Özbük, Associate Professor, Marketing Department, Akdeniz University

The purpose of this paper is: (1) to determine the state of the art regarding the brands’ communication styles in different social media channels and (2) explore the effects of cultural differences on how brands communicate across different social media channels. We employed a systematic literature review (SLR) based on the preferred reporting items for systematic reviews and meta-analyses (PRISMA) method by investigating the Web of Science, Science Direct, Emerald and Scopus databases. Relevant studies were identified and supplemented by a thorough examination of reference lists of these studies. A systematic analysis of 50 articles illustrates that brands’ communication styles on social media are informal and formal, personalised and nonpersonalised, high-context and low-context, social-oriented and task-oriented, responsive and assertive, private and public, communal and exchange and impression enhancement and interactivity enhancement. The brands’ communication styles on social media differ according to cultural nuances, while brand positioning and brand familiarity act as moderators. There is very little published research to reveal the state of the art regarding the literature on brands’ communication styles in different social media channels. This paper represents a pioneering effort in systematically and comprehensively synthesising the existing knowledge about the communication styles of brands on different social media platforms, considering cultural variations. Brands should ensure consistency with their established image, tailor approaches based on brand recognition and adapt to formal communication for new markets. Cross-cultural marketing research with ongoing data analysis empowers managers to refine communication styles using consumer feedback and market insights. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: brand; communication style; culture; social media; systematic literature review (SLR)
Evaluating service quality in a technology-oriented museum: Empirical insights
Marina Kiala, Professor, International Hellenic University, et al.

This paper evaluates the quality of the services offered by the Museum of Science and Technology, Katerini, Greece. The SERVQUAL model is utilised. Five dimensions of quality are assessed: reliability, assurance, tangible elements, empathy and responsiveness. A total of 204 usable questionnaires were collected from visitors. According to the findings, visitor satisfaction is high. Overall, the visitors’ experience following their visit exceeds their expectations in several dimensions of quality, except for the willingness of staff to serve visitors. The study contributes to the discussion on museum service quality by applying a widely accepted methodology for its measurement. The findings indicate that the use of innovative technologies and systems is the most crucial element to improving quality, followed by the need to provide more information through the website and other media, to address the specific needs of visitors and to offer staff training. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: quality of services; SERVQUAL model; museum
Adapting to austerity through commercialisation: A contextual analysis of cultural policies and change of art museums in the United Kingdom
Nasser Alshawaaf, Assistant Professor and Researcher, AOU Business School, Arab Open University and Soo Hee Lee, Professor, Kent Business School, University of Kent

While previous researchers have attempted to explain the phenomenon of art museums’ commercialisation in different countries with reference to cultural policies, this study examines the causes and effects of commercialisation of art museums in the UK. Building on arts literature, we show that the cultural policies of the UK Government since the 1980s are leading to reduced public funding, which, in turn, is shifting the focus of art museums from social to market model. Although commercialisation is producing benefits, especially financial and economic outcomes, however, it draws art museums away from the social mission and diminishes aesthetic values. The study recommends that cultural policies should view the cultural sector as creating indirect economic benefits differently than traditional corporations, thus maintaining public funding with social outcomes as a priority. Art museums could create a hybrid organisational form by combining social and market model to serve conflicting demands. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: cultural policies; funding; commercialisation; art museums; aesthetic values; UK
Challenging corporate mental models in US multicultural marketing: A systems thinking perspective
Jake Beniflah, Executive Director, The Center for Multicultural Science

This paper examines the influence of mental models on organisational change and multicultural marketing. Despite a changing demography, recent studies indicate that US companies continue to silo multicultural marketing efforts, often delegating them to ethnic agencies rather than embedding them into broader business strategies. The Hispanic Marketing Paradigm, which long prioritised Spanish-language media in targeting US Hispanics, exemplifies how outdated mental models persist, even as evolving demographics and digital advancements demand a more nuanced approach in marketing to US Hispanics. Drawing from systems thinking, this paper highlights the barriers that traditional mental models create, including resistance to change, defensive routines and skilled incompetence. This paper argues that corporations must embrace a holistic approach that positions multicultural consumers at the core of mainstream marketing. It examines how systems thinking serves as a framework for dismantling organisational silos, promoting cognitive diversity and cultivating adaptive learning cultures — which we propose are keys to achieving long-term success in an increasingly diverse marketplace. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: systems theory; mental models; multicultural; Hispanic; marketing; organisational change
Coherence of key elements: A guarantee of advertising effectiveness
Mona Belkhodja, Associate Professor, Higher Institute of Languages of Tunis, University of Carthage

This paper aims to use the semiological approach as a tool for evaluating advertising effectiveness. Many researchers have already examined various ads using this method to identify the visual, narrative and symbolic elements that may influence consumers’ perception. Semiological analysis proves to be a precise and reliable approach to measure the impact of advertisements, providing companies with insights to design more impactful messages. In this context, this research aims to conduct a comparative analysis of two advertising campaigns from two laundry detergent brands; it outlines the idea that the coherence of significant elements, both visually and verbally (audio-visual), plays a crucial role in the effectiveness of an advertising message. The paper offers new and promising perspectives for marketing and communication professionals. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: strategic communications; content strategy; international engagement; experiential learning; student experience; knowledge mobilisation; research communications; student recruitment
Rhythm and resonance: An analysis of female representation in reggaeton music
Alessandra Noli Peschiera, Associate Director of the Center for Hispanic Marketing Communication, College of Communication and Information, Florida State University, et al

The present study explored how women are represented in the genre of reggaeton music. Employing a quantitative content analysis methodology and based on a sample of reggaeton playlists curated by Spotify, the study analysed the representation of women in the songs in terms of objectification and sexual agency. The results showed that most reggaeton artists were male and a majority of the songs mentioned women in objectifying ways. No significant differences were found between male and female singers in terms of objectifying women. Female artists were, however, significantly more likely than male artists to afford women sexual agency in their songs. Across the decades, some changes can be observed in the representation of women in reggaeton music. Relevant implications about the representation of women in music are discussed. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: content analysis; gender representation; reggaeton music; objectification; sexual agency
The transformative role of predictive analytics, artificial intelligence and machine learning in digital marketing
Animesh Kumar Sharma, Research Scholar and Rahul Sharma, Professor, Mittal School of Business, Lovely Professional University

This paper explores the transformative role of predictive analytics, artificial intelligence (AI) and machine learning (ML) in reshaping digital marketing strategies, particularly focusing on their impact on return on investment (ROI). It highlights how these technologies empower marketers to optimise campaigns, personalise consumer interactions and drive measurable ROI improvements in a data-driven marketing environment. The study employed a qualitative research methodology and utilised purposive sampling to select participants. Primary data was collected through semistructured interviews, ensuring in-depth insights into the research topic. The integration of predictive analytics, AI and ML significantly enhances digital marketing ROI. Key benefits include improved campaign agility, resource optimisation, reduction in ad spend wastage and increased customer engagement. These technologies enable businesses to deliver personalised, immersive brand experiences while adapting quickly to market demands. This paper underscores the revolutionary impact of combining predictive analytics, AI and ML in digital marketing. It provides valuable insights into how these technologies can drive data-driven marketing excellence by unlocking deeper consumer insights, delivering personalised campaigns and achieving higher ROI. This research offers a roadmap for marketers seeking to leverage advanced technologies in the dynamic digital marketing landscape. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: predictive analytics; artificial intelligence; AI; machine learning; ML; digital marketing; return on investment; ROI

Volume 9 Number 1

Editorial
Jake Beniflah, Founding Editor
Practice Papers
Addicted to pixels: Is pornography linked to the global depopulation crisis?
Kenneth W. Gronbach, KGC Direct

This opinion paper explores the urgent global issue of depopulation, emphasising its potential to reshape societies and economies. The paper argues that the majority of countries are already experiencing fertility rates below the replacement level, and the consequences of this trend will become severe in the coming decades. Through case studies of China and Japan, the paper demonstrates the economic and societal impacts of declining populations, such as shrinking workforces, consumers and aging populations. The paper posits that global depopulation is driven by the increasing prevalence of online pornography, which has altered human sexual behaviour and reduced procreation. While other explanations, such as financial concerns and societal anxiety, are often cited, the paper suggests that technology is providing an alternative to traditional mating, with significant repercussions for global economies. The paper concludes that depopulation should be taken seriously as a critical challenge for the future.
Keywords: depopulation; fertility; births; generations; labour; consumers; immigration; abortion
Inflationary realities: Lessons from Iran’s inflationary experience for the Western consumers
Mohammad Habibi, California State University

In response to the recessions of 2008 and 2020, governments and central banks injected massive amounts of liquidity into their respective economies. The subsequent monetary devaluation resulted in a number of developed nations experiencing their highest inflation levels for 40 years, with many consumers living through double-digit inflation for the first time. Although monetary authorities claim to have inflation under control, high chronic inflation nonetheless remains a possibility. This paper considers the case of Iran, a country with chronic high inflation, and through a qualitative study explores the experience of consumers and their adaptive strategies in such economic circumstances. For Western consumers, businesses and policy makers, it will be illuminating to grasp the impact and consequences of failed monetary policies and ongoing inflation on consumers’ lives and society at large.
Keywords: inflation; consumer; experience; behaviour; adaptation; cross-cultural
Unravelling influencer power: Analysing the impact of digital influencers on the purchase intentions of Indonesian football fans
Yoseph Benny Kusuma, Brawijaya University, et al.

This paper examines factors influencing intentions to purchase football club merchandise, emphasising the roles of digital influencers and subjective norms. A quantitative approach was employed, gathering data from online questionnaires within Indonesian football communities. The results reveal that product attributes positively impact purchase intentions, while attitude mediates the relationship between product attributes and intentions. Digital influencers are found to significantly influence intentions, partially mediated by subjective norms. The findings offer valuable insights for football club marketing strategies, highlighting the powerful role of digital influencers. Limitations include data collection during the COVID-19 pandemic and a predominantly male respondent base. Future research could diversify samples and explore purchase intentions in different sports and merchandise categories. Overall, this paper contributes to understanding the factors shaping purchase intentions and emphasises the significance of digital influencers in consumer behaviour.
Keywords: purchase intentions; football club merchandise; product attributes; attitude; digital influencers; subjective norms; marketing strategies.
The interplay of parasocial interaction, source credibility and homophily for influencer marketing success in the Middle East
Malak Al-Ahmad, Christian Rudeloff, and Johann Bronstein, Professor of Business Management, Macromedia University of Applied Science

While there are many studies on social media influencers, research that considers cultural contexts is rare. This paper aims to fill this research gap by analysing the success factors of influencer marketing in the unique environment of women in the Middle Eastern beauty market. Data were collected via an online survey (n = 892). Partial least square structural equation modelling (PLS-PM) was conducted to test hypotheses. The findings reveal significant positive relationships between parasocial interaction and purchase intention, indicating that Middle Eastern women who engage in parasocial interaction with influencers demonstrate a higher intention to purchase. The results also support direct positive effects of perceived source credibility and homophily on purchase intention. Furthermore, source credibility moderates the relationship between parasocial interaction and purchase intention. This paper presents theoretical and practical implications which have been derived from the study.
Keywords: parasocial interaction; source credibility; homophily; Middle East; beauty industry; influencer marketing
Cultural sensitivity in consumer goods and marketing: A mixed methods exploration
Rebekah Lassiter, Wake Forest University, et al.

Cultural insensitivity (ie improper response to cultural traditions and styles) has increased with globalisation and intercultural contact. At the same time, little is understood about when and how cultural insensitivity might be perceived, especially within everyday contexts. To assess this, two cohorts of young adults (Cohort 1: n = 100, 69 per cent white, 59 per cent male; Cohort 2: n = 167, 65 per cent white, 48 per cent male) were presented with real-world images and situations that could be viewed as culturally insensitive. Cohort 2 participants were also asked about their opinions on companies changing their marketing strategies to address perceived cultural insensitivities. Quantitative and qualitative responses reflected a range of opinions. Our study suggests that young adults who perceived marketing changes to be appropriate were also more likely to perceive cultural insensitivities across scenarios, suggesting a general consciousness of cultural ideology. Women, also, identified all the given scenarios as more culturally insensitive than did men. This paper builds insight into how young adults respond to and reason about culturally relevant concerns, which has implications for contemporary rhetoric around positive and negative views of political correctness. Considering the global nature of cultural insensitivity, more widespread examinations of its processes, in other societies, is essential. Additionally, the need for increased awareness and critical cognisance of cultural sensitivity is vital to guide everyday interactions with others.
Keywords: culture; appropriation; insensitivity; politically correct; young adults
Paying for culture: Cultural factors in local speciality product packaging’s effect on buying behaviour
Songyong Hu and Zhiqiang Cong, Krirk University

This paper explores the influence path and effect of cultural factors in local speciality product packaging on buying behaviour from the perspective of consumers. The research in this paper can help with the development of speciality product packaging design strategies and drive sales of speciality products. The model uses the five cultural factors of local speciality packaging as independent variables, the consumption motivation of consumers as intermediary variables, and the buying behaviour as the dependent variable. This study collected a sample of 248 respondents. Data were analysed by SPSS and AMOS software. To ensure the reliability of the questionnaire scale, the path relationship among variables was measured through the model. The research results show that the cultural factors of speciality product packaging have an impact on buying behaviour through consumption motivation, but the impact paths and effects are not the same. Of the various factors, the cultural graphic elements of packaging have the most obvious impact on purchase behaviour. The findings indicate that designers should pay more attention to cultural graphic elements in the packaging design of local specialties, while marketers should focus on promoting the cultural and social attributes of speciality product packaging. This will better satisfy consumers’ consumption psychology and drive buying behaviour.
Keywords: local speciality product; packaging design; cultural factors; consumption motivations; buying behaviour
How artificial intelligence is transforming social media marketing: Analysing its potential and addressing concerns
Animesh Kumar Sharma and Rahul Sharma, Mittal School of Business, Lovely Professional University

Artificial intelligence (AI) has revolutionised social media marketing, offering both significant advantages and potential drawbacks. This paper delves into the dual facets of AI-driven social media marketing techniques, investigating both their advantageous and detrimental impacts. It shows that by leveraging AI, businesses can achieve unprecedented levels of personalisation, engagement and efficiency in their marketing strategies, leading to enhanced customer experiences and increased brand loyalty. AI algorithms analyse vast amounts of data to identify trends and predict consumer behaviour, enabling precise targeting and optimised advertising spend. The paper utilises a qualitative research method to explore the AI-driven social media marketing techniques used by digital marketing and social media marketing professionals. The findings suggest that reliance on AI may perpetuate biases embedded in the training data, leading to ethical concerns and a loss of trust among consumers. This paper highlights the need for robust regulatory frameworks and ethical guidelines to mitigate risks while harnessing the full potential of AI in social media marketing. Ultimately, understanding both the bright and dark sides of AI-driven marketing is crucial for developing strategies that are not only effective but also ethical and sustainable.
Keywords: social media marketing; social media marketing techniques; artificial intelligence; machine learning; advantages; drawbacks