Academic Publishing insists on taking academic exchange and publication as the main line, carrying out comprehensive management based on science and technology, and fully exploring excellent international publishing resources. Within 5 years, it will form a strategic framework and scale with science (S), technology (T), medicine (M), education (E), and humanities and arts (H) as the main publishing fields. Academic Publishing is headquartered in Singapore and based in Malaysia, with the United States and China providing the main scientific and academic resources. At the same time, it has established long-term good cooperative relations with other publishing companies, scientific research communities, and academic organizations in more than a dozen countries and regions. Academic Publishing uses English and Chinese as its main publishing languages, mainly publishing books, journals, and conference papers in print and online. The vast majority of publications follow the international open access policy, providing stable and long-term quality and professional publications. With the joint efforts of the expert team and our professional editorial team, our publications will gradually be indexed by international databases in stages to provide convenient and professional retrieval for various scholars. At the same time, manuscripts we accept will be subject to the peer review principle, and cutting-edge and innovative research articles will be preferentially accepted for peer reference and discussion. All kinds of our publications are welcome for peer to contribute, access, and download.
Vol. 1 No. 1 (2025)
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Open AccessArticles
Article ID: 2832
Success factors of selling handicrafts on Facebook (case of pate in Iran)by Sima Zomorodian, Mohsen Akbari, Salman Eivazinezhad
Business & Marketing Trends, Vol.1, No.1, 2025;
Along with the significant rise in social media users, many companies have sought to tap this market to attract more customers for selling traditional goods. The main objective of the present study was to test the factors such as market trends, social responsibility, media power, push rivals, relationship management, and managing online customers on the improvement of selling Pate (a traditionally sewn, patterned Iranian fabric) via Facebook in Kerman (a large city in southeast Iran). 196 managers at the Pate workshops were surveyed through a questionnaire, and the collected data is analyzed through AMOS and SPSS. Results show that market trends, media power, and relationship management increase Pate sales on Facebook and should be considered by Pate workshop owners more wisely. However, the effect of corporate social responsibility, push rivals, and managing online customers on sale improvement was not significant. This research is intended to be a basis for developing traditional products and establishing effective positioning in various markets by continuously monitoring customer feedback and addressing their immediate concerns on Facebook.
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Open Access
Review
Article ID: 2630
The social media and digital platforms contributions towards impacting the consumer purchasing behavior of aquatic foods products in Egyptian marketby Manar M. Shehab
Business & Marketing Trends, Vol.1, No.1, 2025;
In recent years, there has been growing interest in how social media and online platforms influence consumer purchasing behavior in the aquatic foods industry. This review focuses on digital innovations and their impact on consumer trust, engagement, and loyalty through the integration of advanced data analytics, e-commerce, and augmented reality (AR) marketing with traditional channel strategies. By profiling Egypt’s aquatic food market, the paper identifies challenges such as misleading information provided to consumers and fragmented markets, while highlighting opportunities including technology adoption, sustainable market development, and capacity building. The conclusions emphasize the importance of blending offline and online approaches and adapting communication strategies in response to evolving consumer needs and increased market competition. This study provides practical recommendations for change agents seeking to integrate sustainable marketing initiatives with consumer values.
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Open Access
Review
Article ID: 3019
Effective digital marketing strategies in esportsby George Yiapanas
Business & Marketing Trends, Vol.1, No.1, 2025;
The expansion of the esports industry has led to the integration of digital marketing strategies aimed at engaging its tech-savvy audience. Esports, with its global reach and live-streamed competitions, offers a valuable platform for brands targeting younger demographics. Strategies such as social media engagement, influencer partnerships, and content marketing effectively reach this audience. Utilizing precise analytics and targeted advertising, brands can optimize their reach and create personalized experiences for esports enthusiasts. Successful digital marketing in esports transforms casual viewers into engaged fans, fosters community growth, and enhances revenue streams. This study examines the role of digital marketing in esports, focusing on its impact on audience engagement, consumer behavior, brand growth, and revenue generation. Through secondary research and case studies, various digital marketing strategies are assessed for their effectiveness. The findings highlight the successful application of these strategies by leading esports organizations and brands that use digital platforms for enhanced interaction and community building. The study ultimately offers recommendations for integrating digital marketing within esports, aiming to enhance competitiveness and long-term engagement.
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Open Access
Perspective
Article ID: 2784
Restaurant retail trendbook: The case of Ukraine in a crisis periodby Liudmyla Bovsh, Larysa Hopkalo, Аlla Rasulova
Business & Marketing Trends, Vol.1, No.1, 2025;
Logistics support is the basis of successful activity in any socio-economic field. With the advent of the COVID-19 pandemic, there was a threat of global escalation of infection, which caused a crisis in the restaurant business due to the physical impossibility of service in the establishment and the gradual depletion of financial resources. The situation was complicated by a new wave of irresistible action—a full-scale war in Ukraine, which complicated logistics flows due to the risks of physical destruction of cargo, warehouses and accompanying individuals. The search for new formats of activity, the activation of digital relations, collaborations of related economic fields and survival tactics became new goals of adaptations of restaurant business entities. The article examines the trends in the development of restaurant retail. The adaptation strategies of business entities are analyzed, which include digitalization, omnichannel, collaborations with catering, dark kitchens and the development of grab-and-go formats. Special attention is paid to the impact of economic, social and security challenges on changing consumer behavior and transforming business models. Cases of Ukrainian companies demonstrating successful anti-crisis strategies are presented, and key trends that will shape the future of restaurant retail both in Ukraine and around the world are identified. The aim of the study was to determine how the restaurant business integrates into retail and forms successful cases of collaborations. The hypothesis is put forward that the restaurant business in times of crisis is transformed through adaptation to new challenges and diversification of activities. To develop the hypothesis and form research insight, the authors used the horizon scanning method and general scientific methods. The study concluded that restaurant-retail collaborations have positive prospects and mutually beneficially affect logistics, expand communications with consumers and stakeholders, and also contribute to strengthening brands. The importance of the research lies in applying the results obtained in theory and practice to see new business formats during the crisis.
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