Purpose: This study discusses the creative industry phenomenon which has different business characteristics both from resources and production processes to distribution. The study intends to analyze the effect of entrepreneurial orientation and market orientation on business performance by using absorptive capacity as a mediator. Research design, data, and methodology: Using the quantitative method, data were collected from 97 respondents, who are managers or owners of creative industry businesses in Makassar City, South Sulawesi, Indonesia. Data analyzed used Partial Least Square - Structural Equation Model. Results: The results of this study reveal that entrepreneurial orientation has no significant effect on business performance and has indirectly a trough absorptive capacity. Market orientation has a significant effect on business performance and indirectly through absorptive capacity. Another result is that absorptive capacity has a significant effect on business performance. Conclusions: When absorptive capability stresses the assimilation and exploitation of knowledge and market intelligence that has been learned to boost business performance improvements, market orientation and entrepreneurial orientation offer knowledge and experience to business processes including the creation of value distribution in the creative industries.

Purpose: Low-Cost Carrier airlines attempt to provide the best service for their customers. However, the pandemic has forced airline companies to keep developing new strategies. Moreover, in this digital era, airlines must intensely market their service through social media to reach as many customers as possible. This research aims to study the impact of advertisements on Instagram and the customer experience concerning customer loyalty and satisfaction in the aviation industry. Research design, data, and methodology: This study uses a quantitative explanatory with the combination of the positivism paradigm. The data collection technique is by distributing questionnaires to related airline Instagram followers. Meanwhile, the sample calculation uses using the Slovin formula in which 414 respondents are gained. The collected data is analyzed with Structural Equation Model and using Smart-PLS software. Results: The study results indicate that advertising on Instagram and customer experience significantly positively affect customer satisfaction and loyalty. In addition, the variable customer satisfaction has a significant positive on customer loyalty. Conclusions: The study results indicate that the ease of obtaining information via Instagram can affect satisfaction and will increase when customers have made a flight so that they will become loyal customers.

Purpose: Brand community in higher education institutions comes up as an important topic to be discussed because the relationships among consumers can support the institutional brand and ultimately give meaning and vitality to the market-oriented strategy. This study aims to investigate how the literature on brand community in higher education have been distributed in research trends, theoretical frameworks, and methods. Research design, data and methodology: A total of 24 articles were organized from four reputable international databases. Content analysis were performed followed by synthesis toward potential directions and suggestions. Results: The researches in this area have increasingly focused on online interaction. Social identity theory and relationship theory were the two most prevalent theories used. Since the internet provides any social relationship with a specific relationship to form the brand community, its contextualization in higher education resulted in new concept implementation. Conclusions: The relationship within online participati on has impacted the market-oriented strategy of higher education in searching for ways toward a long-term and enduring bond among students, alumni, institutions and brands. As there is a plenteous prospect of data availability combined with big data analysis technology, the online participation will pique the interest of scholars to conduct further research on it.

Purpose: The article focuses on studying the impact of brand anthropomorphism, and brand love, on brand advocacy, and at the same time the moderate role of brand self-connection in the process of customers' perception of the brand, especially the brand distribution. The survey subjects are customers with millennial consumers in Ho Chi Minh City, who have the behavior of buying brands in the smart mobile device industry many times with a specific brand in terms of brand distribution. Results: The findings show that Brand anthropomorphism and brand love are crucial factors to impact brand advocacy and the role of self-brand connection also is a confirmed positive effect on the relationship between brand anthropomorphism and brand love. Research design, data, and methodology: The article uses quantitative research to test the model and research hypotheses. The way to collect quantitative data is to use questionnaires with 1531 samples in Ho Chi Minh City, Vietnam. Conclusion: The research results can help businesses build a long-term brand strategy and expect to get new rewards and value from customers. They can also add to the theory about the relationship between brands and customers.

Purpose: During and after Covid-19 pandemic, technology has emerged as a key factor in supporting the recovery of the economy and the rise of living standards. This study examines seven factors affecting the intention of food delivery apps usage, which include Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, Price Value, and Habit, and how much influence they have on the customers' behavioral continuance of food delivery apps after Covid-19 Pandemic. Research methodology: This research is a quantitative descriptive research with 473 qualified respondents from 550 respondents collected. Besides using the UTAUT2 model (Venkatesh et al., 2012), Information Quality was added to give a better explanation for the consumers' intention towards continuance behavior using food delivery apps. The collected data is then processed using SPSS 22.0. Results: Habit factors and Information Quality factors have significant positive effects on promoting food delivery apps usage intention, which in turn influences continuance behavior. In addition, Habit factors and Information Quality factors together have an effect of 48.57% on Behavioral Intention. Conclusion: The result proves that positive habits and food information quality can increase the usage intention towards the behavioral continuance of consumers. Higher usage frequency can be improved by increasing these two factors.

Purpose: This study's purpose is to conduct empirical research on online comments affect Vietnamese consumers' impulsive buying in e-distribution. This study also considers affecting of browsing toward the urge to buy, and the urge to buy toward impulse buying in e-distribution. Research design, data and methodology: This study used the non-probability method to assemble data from 273 customers' online buying experiences via a Google Forms online survey. By using SmartPLS, the data were examined for reliability, convergent validity, discriminant validity of the variables, and proposed hypothesis testing. Results: The empirical study discovered that internet comments with utilitarian and hedonistic values had a positive effect on browsing, the urge to buy, and impulse purchases in e-distribution. Additionally, the result revealed that browsing had a positive influence on the urge to purchase. Likewise, the findings also disclosed that the urge to buy had a favorable effect on impulse buying. Conclusions: This study offered a thorough conceptual model of internet feedback influencing browsing, urge to buy, and impulsive purchases in e-distribution. Also, to increase impulsive buying, this study will assist e-distribution managers in concentrating on developing innovative marketing strategies and action plans that take into consideration consumers' internet reviews, browsing, and urge to buy.

Purpose: This study examines the distribution of income diversification in improving the financial sustainability of private universities amidst difficulties in operational funding during the Covid-19 pandemic with IT Capability moderation. Research design, data and methodology: Closed survey aimed at 468 financial sector leaders from 189 private universities in ten provinces in Indonesia. Results: All income diversification activity variables have a significant positive effect on financial sustainability. In the analysis of liquidity indicators, there are two activities that have a significant positive effect, namely goods and services (β=0.337) and profitable financial management (β=0.124). Furthermore, the results of the solvency indicator test obtained significant positive results in Goods and Services Activities (β=0.337), Commercial Intellectuals (β=0.161), Commercial Contracts (β=0.103), and Profitable Financial Management (β=0.147). The results of the test of higher education growth indicators on three activities have a significant positive effect, namely Goods and Services (β = 0.290), Endowments (β = 0.158), and Commercial Contracts (β = 0.134). The results of the moderation test conclude that IT Capability strengthens the effect of income diversification on financial sustainability. Conclusion: The results of the study as a recommendation for private universities in developing income diversification with information system technology-based management.

Purpose: An omnichannel strategy creates a consistent brand image and customer experience across all channels, making it easier for customers to interact with a business and share information. This research aimed to investigated the relationship between consumers' information-sharing intention and their omnichannel experiences. Research design, data, and methodology: Through an online survey conducted in Vietnam, the study obtained 915 responses. The study used Partial Least Square Structural Equation Modeling (PLS-SEM) to analyze research data and confirm proposed research hypotheses. Results: Research results indicated that information-sharing intention is affected by both online and offline customer experience, and at the same time, the study also confirmed that omnichannel's three characteristics (integration, individualization, interaction) positively impact on customer experience. Conclusions: From the research result, businesses may boost consumer trust and loyalty with the help of an omnichannel approach, which in turn increases customers' propensity to provide personally identifying information to the firm. One way to do this is to facilitate information exchange by delivering customized and relevant offers. Furthermore, companies show consumers the benefit of providing their data by utilizing it to enhance the customer experience.

Purpose: The purpose of this paper is to confirm whether stocks belonging to the distribution industry in Korea have reversals, following large daily stock price changes accompanied by large trading volumes. Research design, data, and methodology: We examined whether there were reversals after the event date when large-scale stock price changes appeared for the entire sample of distribution-related companies listed on the Korea Composite Stock Price Index from January 2004 to July 2022. In addition, we reviewed whether the reversals differed depending on abnormal trading volume on the event date. Using multiple regression analysis, we tested whether high trading volume had a significant effect on the cumulative rate of return after the event date. Results: Reversals were confirmed after the stock price shock in the Korean distribution industry and the return after the event date varied depending on the size of the trading volume on the event day. In addition, even after considering both company-specific and event-specific factors, the trading volume on the event day was found to have significant explanatory power on the cumulative rate of return after the event date. Conclusions: Reversals identified in this paper can be used as a useful tool for establishing a trading strategy.

Purpose: The first purpose of this study is deriving in-store characteristics that affect the experience of customers using unmanned stores and reveals the value of major services that customers feel and experience. Also, an empirical analysis is conducted on the effect of intelligent consumption value after using unmanned stores on consumption emotions and continuous use intention, and the modulating effect of customers' untact tendency on environmental characteristics and the value of intelligent services is verified. Research design, data and methodology: Samples were taken from 186 people who visited the unmanned store from April to June 2022 to investigate the research model. Results: It was found that the environmental characteristics of unmanned stores had a positive effect on the intelligent service value. Also, the higher the value of intelligent service, the stronger the influence on consumption emotions, and the higher the value of the intelligence service and consumption emotions, the stronger the impact on the intention to use intention. The untact propensity played a role in controlling the relationship between ease of using technology and the intelligent service value and the relationship between spatial arrangement and functionality and intelligent service value. Conclusion: In order to improve unmanned store service in the trend of spreading unmanned stores, it is necessary to not only improve the technology using convenience in terms of store environmental characteristics but also create innovative consumption experiences in terms of space layout, function, and convenience of payment.

Purpose: Online distribution channel alludes to the many different digital channels utilized in marketing and distributing goods and services to end users. The present research aims to explore and provide various retail strategy for the success of the art market within online distribution channel. Research design, data and methodology: The current author has conducted and investigate the qualitative textual methodology to take a look at carefully the current and prior literature dataset to achieve the purpose of the present research so that the present author could obtain total 27 relevant prior studies. Results: According to the comprehensive literature investigation, this research has found that there are six kinds of retail strategy for the prosperity of the art market within online distribution channel as follows: (1) Blockchain Technology, (2) Artificial Intelligence (AI), (3) Virtual Reality (VR), (4) Online Market Places, (5) Social Media, and (6) Regulations. Conclusions: The results of this analysis of the relevant literature show that the art market industry needs to adjust to keep up with the quickly shifting landscape of the digital world. In addition, although these technologies can be helpful in addressing difficulties linked to authenticity and transparency, they cannot eliminate the hazards of fraud and misrepresentation.

Purpose: The no-contact and economic downturn caused by COVID-19 have further grown the used market. The second-hand trading industry has established itself as a popular consumption culture, leading to exponential growth in the size of the market. This study aims to identify the types of shopping motivation for used products targeting Korean consumers, and to examine the relationship between shopping motivations for second-hand transactions, consumption values, and re-use intentions. Research design, data and methodology: The first study was conducted on 63 used trading platform users and the second study was conducted on 441 used trading platform users to identify the types of consumers' motivation for shopping for used products. Results: As a result of the first study, the shopping motivation types of Korean used product consumers were classified into convenience motivation, economic motivation, hedonistic motivation, information Acquisition motivation, and free time utilization motivation. As a result of the second study, it was found that convenience motivation had the greatest influence on functional values and hedonic motivation had the greatest influence on emotional values, and that functional values had a great influence on platform reuse intentions. Conclusions: This study provides practical implications for the establishment of marketing strategies for used trading platforms and academic implications for research related to used trading.