Personal branding is a conscious activity that utilizes classic product marketing methods to make a person more marketable. In our study, we employed a quantitative research methodology. Through a survey, we examined the importance respondents assign to visible and non-visible traits and characteristics. During the data analysis, we established a ranking of the most important traits identified by the survey participants, which they believe contribute to a more favorable perception. Among the top five ranked traits—reliability, appearance, charisma, grooming, and authenticity—three are recognizable during the first encounter. Our findings suggest that women place greater emphasis on social perception than men, making them more likely to remain unnoticed. At the same time, younger generations tend to overvalue their presence on social media platforms.

The evolution of the internet has led to the emergence of social media (SM) platforms, offering dynamic environments for user interaction and content creation. Social media, characterized by user-generated content, has become integral to electronic communication, fostering higher engagement and interaction. This study aims to explore the utilization of SM marketing, particularly in Higher Education Institutions (HEIs), focusing on Széchenyi István University’s academic social network sites (SNS) as a case study to enhance student engagement and satisfaction. The primary objective of this study is to review recent academic literature on SM marketing, especially for HEI marketing, and investigate the potential of the University’s SNS platforms as a case study in increasing student engagement. First a systematic literature review was conducted using Scopus and Science Direct databases to analyze recent research in academic SM. Then the article examined the University’s website and SNS platforms using the Facepager program to collect and analyze posts’ content. The findings from the literature review and observation indicate the growing importance of SM in higher education marketing. The university’s use of various SM strategies, such as visual storytelling, multimedia content, blogs, and user-generated content, contributes to increased student engagement of the university’s values.

This study explored the relationships between green market orientation and competitive advantage, with a particular focus on the mediating role of green sustainable innovation. The research utilized a structured questionnaire to gather data from managers involved in environmental protection and professionals working in the manufacturing sectors of computers, electronics, optical products, and electrical equipment. The survey targeted respondents from key regions in Saudi Arabia, including Riyadh, Qassim, and the Eastern Province, resulting in a total of 273 responses. The collected data were analyzed using structural equation modeling (SEM), a robust statistical technique that allows for the examination of complex relationships between variables. The findings confirmed a mediational model where green sustainable innovation—comprising both green product and green process innovation—served as a critical intermediary linking green market orientation to competitive advantage. Furthermore, the study validated direct effects of green market orientation on both green sustainable innovation and competitive advantage. These results emphasize the dual pathways through which green market orientation influences business performance. The research concludes by offering actionable insights for Saudi managers, highlighting strategies to maximize profitability and competitiveness through the adoption and implementation of green sustainable innovation practices.

This study examines consumer attitudes toward cryptocurrencies in Slovakia, focusing on the perceived adequacy of their promotion and the influence of demographic factors such as education, gender, and age. The findings reveal that a significant majority of respondents view cryptocurrency promotion as insufficient, with 77.77% expressing dissatisfaction. Demographic factors were found to have minimal impact on attitudes, suggesting that universal barriers—such as trust, technological literacy, and perceived risks—play a more critical role. Social media emerged as a key platform for engaging consumers, particularly younger demographics, provided that campaigns are well-targeted and informative. These results highlight the need for innovative promotional strategies emphasizing transparency, education, and trust-building to bridge the gap between cryptocurrencies and broader consumer adoption. The study contributes to the growing literature on cryptocurrency marketing by providing actionable insights for addressing challenges in emerging markets like Slovakia.

This study explores how demographic factors shape perceptions of celebrity and influencer marketing in the context of promoting cryptocurrencies, particularly in the tourism sector. It evaluates whether such marketing strategies effectively promote cryptocurrencies and how their impact varies across demographic groups. By analyzing responses from a sample of 161 predominantly young and educated respondents, the study uses statistical methods to identify differences in perceived marketing effectiveness based on age, gender, and other demographics. Findings reveal no significant demographic differences in effectiveness; instead, the study underscores the importance of universal marketing qualities, such as authenticity, credibility, and relevance. These results suggest the need for inclusive marketing strategies that foster trust and transparency. Additionally, the study highlights avenues for future research, including cultural and ethical considerations, to refine marketing approaches and develop innovative campaigns that drive cryptocurrency adoption and trust in the tourism industry.

The study employed a qualitative approach to determine the influence and effectiveness of storytelling in shaping the Alpha generation’s buying decisions and consumption behaviours. The students of the University of Lagos Junior Secondary School were selected for the study. The interview questions were set to focus on factors like experiences, sources of storytelling communication, the outcomes and the affective effects. Twenty-five students were purposively selected out of one hundred and twelve (112) population for the interview based on the conditions for selection. Thematic analysis was used and a total of 244 themes were identified. Four (4) major themes were later identified in thematic synthesis through coding translation. The findings revealed that storytelling is effective and strategic in brands targeted at the Alpha generation, hence, the generation relied on storytelling to choose brands in convenience, impulsive and shopping products, and radio and television were the main sources of storytelling campaigns among the generation. Storytelling wrapped in songs, entertainment, dancing, drama, etc. captivated and influenced the generation, and children used the information from the storytelling campaigns to influence family purchase decisions and parents’ buying decisions and behaviours.