NOLEGEIN-Journal of Global Marketing

Key Strategies for Enhancing Afghanistan’s Gross Domestic Product Growth: Analysis of Internal and External Influential Factors

2026-04-06T08:57:57+00:00

This study aims to examine the internal and external factors affecting the growth of Afghanistan’s Gross Domestic Product (GDP). A mixed-method approach, combining quantitative and qualitative techniques, was employed. Data were collected through questionnaires distributed to 91 employees from the Ministry of Economy, the National Statistics and Information Authority, universities professors, and analyzed using SPSS software. The reliability coefficient of the questionnaire, measured by Cronbach’s alpha, was 0.816, indicating good reliability and high confidence. The Friedman test revealed a statistically significant difference in respondents’ views on the impact levels of various factors, with a Chi-square value of 397.776 and a significance level (Sig.) of 0.000 (p < 0.05). Furthermore, this research proposes a conceptual model categorizing internal and external factors into four key dimensions: capacities, internal barriers, opportunities, and external threats. This model offers an analytical and policy-oriented framework for economic growth in the fragile context of Afghanistan. Results indicate that among the examined factors, internal elements, such as increased domestic investment, infrastructure development, skilled human resource enhancement, and strengthening of industrial and agricultural sectors, have the most significant impact on economic growth. Based on the findings, sustainable economic growth requires government focus on developing internal capacities, structural reforms, and private sector support.

A STUDY ON SOCIAL MEDIA AND MARKETING STRATEGIES OF FITSPIRE COMPANY

2026-04-30T10:06:38+00:00

The rapid expansion of digital technologies has transformed traditional marketing practices, compelling brands to adopt social media–driven strategies to remain competitive. This study examines the role of social media and marketing strategies adopted by Fitspire, an emerging Indian wellness and nutrition brand. The research is based on a qualitative descriptive approach supported by internship-based observations and secondary literature. The study analyzes how Fitspire leverages platforms such as Instagram, YouTube, and e-commerce channels including Amazon and Flipkart to enhance brand visibility, consumer engagement, and loyalty. Particular emphasis is placed on influencer marketing, content formats, campaign execution, and integrated communication strategies. Findings reveal that micro and mid-tier influencers generate higher engagement and credibility compared to macro influencers, highlighting the importance of authenticity over reach. Dynamic content formats such as reels and stories outperform static posts in driving interaction and follower growth. Festive campaigns, product launches, and educational posts further strengthen emotional connection and brand recall. The study also identifies operational challenges such as influencer coordination and limited access to advanced analytics. Overall, the research concludes that Fitspire’s digital-first, influencer-led strategy significantly contributes to brand positioning and community building in the competitive nutraceutical market. The findings offer practical insights for marketers seeking to optimize social media strategies in the health and wellness sector.

Generative and Predictive AI in Retail Marketing: Applications, Benefits, and Ethical Challenges

2026-04-30T10:38:24+00:00

Artificial Intelligence (AI) is increasingly transforming retail marketing by enabling organizations to deliver more personalized, efficient, and data-driven customer experiences. Advanced AI applications such as recommendation systems, conversational chatbots, computer vision, and automated content generation allow retailers to analyze large volumes of consumer data and predict purchasing behavior with greater accuracy. These technologies support improved decision-making in areas including product recommendations, inventory planning, customer service, and targeted promotional strategies. As a result, retailers are able to strengthen customer engagement, improve satisfaction, and enhance operational efficiency across both online and offline retail channels. Despite these advantages, the growing adoption of AI in retail marketing also raises several ethical and governance challenges. Issues related to algorithmic bias, misuse of consumer data, privacy protection, and the lack of transparency in automated decision-making systems remain major concerns among researchers, businesses, and policymakers. If these concerns are not addressed effectively, they may reduce consumer trust and limit the long-term acceptance of AI-driven retail solutions. This paper reviews existing academic literature and current industry practices to examine the opportunities and challenges associated with AI adoption in retail marketing. The study highlights how AI can drive innovation, enhance marketing strategies, and support competitive advantage for modern retailers. At the same time, it emphasizes the need for responsible AI implementation that prioritizes ethical standards, fairness, and consumer trust. The paper also identifies potential directions for future research focusing on governance frameworks, transparency, and sustainable AI integration in retail environments.

Empathy in Industry 5.0: Humanizing Business Through Customer-Centric Marketing and Branding

2026-04-30T10:20:32+00:00

Industry 5.0 represents a significant transition from automation-centered industrial models to human-centric, sustainable, and inclusive practices that emphasize collaboration between humans and advanced technologies such as artificial intelligence, robotics, and IoT. Unlike previous industrial paradigms focused primarily on efficiency and productivity, Industry 5.0 seeks to balance technological innovation with human values. A key dimension of this transformation is empathy, which enables organizations to humanize technology-driven processes and build meaningful relationships with customers and stakeholders.
Empathy plays a pivotal role in customer-centric marketing, branding, and consumer engagement by helping organizations understand and respond to the emotional, cognitive, and behavioral expectations of consumers. Despite its importance, limited research has explored structured frameworks for systematically integrating empathy into Industry 5.0 strategies, particularly within marketing and branding contexts. To address this gap, the present study adopts a mixed-method approach, combining quantitative surveys and qualitative interviews with consumers and industry professionals, along with secondary data from existing literature and case studies. Statistical analysis identifies patterns in consumer perceptions, while thematic analysis highlights how empathetic practices shape brand experiences. The findings reveal that empathy-driven strategies significantly enhance customer satisfaction, loyalty, and brand value while promoting ethical and sustainable business conduct. The study proposes a practical framework for empathy-centered marketing, offering actionable guidance for organizations seeking responsible growth in the Industry 5.0 era.

Digital Platform Preferences and Engagement Patterns in Semi-Rural Karnataka: A Study

2026-04-30T10:29:23+00:00

Digital marketing has already entered the education sector due to the proliferation of internet access and mobile technology, which offer scalable, cost-effective and targeted means of communication. As the internet is widely and easily available in rural areas, educational institutions can leverage digital marketing there as well. Objectives: The current study examines the digital platform preferences & engagements of SSLC/ 10th students studying in rural and semi-urban areas. Try to determine their preferred digital platform, the type of digital content they prefer, their linguistic comfort level on digital platforms, and the communication channel they commonly use, so the insights can be applied to digital marketing. Methodology: Purposive Sampling with Full Enumeration (Census) for School Students, and statistical crosstabulation is conducted across three schools having different management/financing types, affiliation boards and medium of instruction. Results & Analysis: Most students revealed that YouTube and WhatsApp are their go-to digital platforms, with Google Search close behind. Students are most drawn to videos, followed by testimonials and infographics. Around 89.61% stressed the importance of regional languages, saying they feel more comfortable when content is presented in Kannada. Conclusion: Digital marketing in education can be effectively implemented in rural areas considering the insights from the target audience.