Journal of Marketing Studies is an open access journal that publishes high-quality research on marketing topics. It aims to provide a platform for scholars, practitioners, and policy makers to share their insights and perspectives on marketing theory and practice. The journal is hosted by CARI Journals and indexed in several databases. It offers a rigorous peer-review process, fast publication, high visibility, and global recognition. Authors retain the copyrights of their articles and can receive certificates, links, and pdf copies of their publications. They can also order hardcopy prints on demand. Publishing in Journal of Marketing Studies is a great opportunity for researchers and practitioners who want to contribute to the advancement of knowledge and practice in the field of marketing.
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Customer Segmentation in Banking: Identifying Profitable Customer Groups in Cameroon
Purpose: This study aims to identify the factors that influence customer profitability in the Cameroonian banking industry and to develop a customer segmentation framework that can be used by banks to identify profitable customer groups. The study argues that customer profitability can be predicted by analysing behavioural and financial factors, while bank type and customer loyalty have no significant impact. Methodology: Using a quantitative research approach, this study collected data from a sample of 180 bank customers and professionals in Cameroon through structured questionnaires. The data was analysed using descriptive statistics, correlation analysis, and regression analysis. The validity and reliability of the instruments were ensured through pilot testing and expert review. Findings: The principal findings reveal that customer profitability is significantly influenced by behavioural factors (β = 0.266, p < 0.001) and financial factors (β = 0.335, p < 0.000), while bank type (p = 0.131) and customer loyalty (p = 0.523) have no significant impact. The study also found that the data is not normally distributed, and that heteroskedasticity is present in the data. The regression model explains approximately 36.7% of the variance in customer profitability (R² = 0.367). Unique Contribution to Theory, Practice and Policy: This study contributes to the existing literature on customer segmentation by providing empirical evidence from the Cameroonian banking context, an under-researched setting. Theoretically, it validates the application of behavioural and financial factors in predicting customer profitability. Practically, it offers bank managers a evidence-based framework for identifying profitable customer segments, enabling more targeted marketing strategies and product development. For policymakers, the findings highlight the need to encourage data-driven decision-making in the financial sector to enhance overall banking sector stability and profitability.
Copyright (c) 2026 Nkiendem Felix, Huboh Samuel Ringmu, Virginie Takoutio Feudjio, Njong Mom Aloysius https://creativecommons.org/licenses/by/4.0
Impact of Influencer Marketing on Small and Medium Enterprises in Kenya
Purpose: Influencers in social media have developed into a powerful marketing force, significantly impacting Kenyan small and medium-sized enterprises (SMEs). By leveraging the expansion of social media sites such as Instagram, TikTok, and Facebook, influencers have transformed how businesses engage with clients. Through their large numbers of followers and credibility, influencers help SMEs increase brand visibility, gain new customers, and boost sales. This emerging form of marketing is particularly beneficial to Kenyan SMEs, in that it offers a low-cost alternative to traditional advertising and enables direct interaction with targeted groups. Consequently, social media influencers' power is reshaping the business landscape, opening up possibilities for expansion for SMEs in an increasingly digitalized economy. This study aims to assess the impact of influencer marketing on SMEs in Kenya. Methodology: This study adopted positivism philosophy which is based on data collection. The study used mixed approach research design. The study collected 385 questionnaires .The study used primary data. Data was processed and analysed with the help of statistical techniques such as descriptive statistics and inferential analysis for quantitative data and thematic analysis for qualitative responses. Findings: The findings confirm that social media engagement is a key driver of business success for SMEs in Kenya, as engaging with customers helps build brand trust, increases visibility, and drive sales. The study confirms that social media comments are a significant component of SME product design and marketing planning in Kenya. SMEs have customer-driven improvement, more sophisticated marketing tactics, and better customer interactions. The study concluded that there is proof that influencer marketing plays an important role in SMEs in Kenya. Unique Contribution to Theory, Practice and Policy: Nevertheless, companies experience challenges in selecting influencers and measuring ROI. SMEs must adopt specialized social media management strategies to increase engagement, ensuring frequent and effective online presence. Personalized responses to customers' inquiries can help to create stronger relationships and to build brand loyalty by making customers feel listened to and valued. In addition, companies must prioritize creating visually engaging content, as captivating visuals can significantly increase interactions and translate into higher sales conversions. By implementing these steps, SMEs can maximize the success of their social media efforts and improve overall brand performance.
Copyright (c) 2026 Margaret Muthoni Muchori, Dr. Patrick Reid https://creativecommons.org/licenses/by/4.0
Awka Telecom Industries: Analysis on Marketing Strategy
Purpose: The study seeks to (i) identify the mobile marketing strategies employed in the telecommunication industry in Awka, (ii) examine the marketing mix variables used in promoting telecommunication services, (iii) assess the relationship between mobile marketing strategies and customer loyalty, and (iv) evaluate the influence of marketing mix elements on customer loyalty in the telecommunication industry in Awka. Methodology: A descriptive survey design was employed, with a target population of 6,949,835 customers of MTN, Glo, Airtel, and Etisalat in Awka. A purposive sampling technique was used to select a sample of 401 customers, who were surveyed using a structured questionnaire. Data were analyzed using descriptive statistics, including percentage, mean, and standard deviation. Pearson correlation and regression analysis were used to test the hypotheses at a 0.01 level of significance. Findings: The results indicated a strong positive relationship between mobile marketing strategies and customer loyalty in the telecommunication sector in Awka. Additionally, marketing mix variables were found to have a significant impact on customer patronage. The study concludes that telecommunication companies in Awka should invest more in mobile marketing and enhance their marketing mix elements, such as social media platforms (Facebook, Instagram, 2go), email marketing, low-price offers, product innovation, differentiation, and customer incentives like free data, recharge cards, awards, and bonuses to increase customer loyalty and repeat purchases. Unique Contribution to Theory, Policy and Practice: The findings indicate a strong positive relationship between mobile marketing strategies and customer loyalty in Telecom sector in Awka. Additionally, marketing mix variables were found to have a significant impart on customer patronage. The study concludes that Telecom n Awka should invest more in mobile marketing and enhance their marketing mix elements e.g Social media platforms like (Facebook, Instagram), email marketing, low-price offers, product innovation, differentiation, and customer incentives like free data, recharge cards, awards, and bonuses to increase customer loyalty and repeat purchase.
Copyright (c) 2026 Jonathan, Chinemerem Etumnu, Okoye, David Ikechukwu https://creativecommons.org/licenses/by/4.0
Supply Chain Management Strategies in The Globalized Fashion Industry
Purpose: The purpose of this study is to synthesize contemporary research on supply chain management (SCM) strategies in the globalized fashion industry through a brand-management lens. It explicitly aims to evaluate how core operational choices, specifically regarding speed, resilience, and sustainability, impact consumer-facing brand equity, and to quantify the distribution of these strategies within the existing academic literature. Methodology: The study utilizes a structured, desk-based research design that acts as a conceptual–empirical hybrid. A secondary "micro‑empirical" analysis was conducted on a curated corpus of 20 verified, peer-reviewed English-language studies and systematic reviews. Each source was systematically coded across four distinct dimensions: primary strategic emphasis, evidence type, focal supply chain level, and explicit brand relevance, utilizing a rule-based codebook to ensure replicability. Findings: The secondary synthesis identifies a dominant strategic triad in fashion SCM literature: (1) speed strategies dominated by quick response and agile/lean hybrids (40%), (2) sustainability and transparency strategies focused on circularity and traceability (25%), and (3) resilience strategies driven by sourcing configuration and network governance (20%). Cross-tabulation reveals that 75% of the analyzed sources explicitly link SCM performance to brand metrics. The analysis also tracks a critical paradigm shift in competitiveness from individual firm efficiency to broader multi-tier network and product-lifecycle governance. Unique Contribution to Theory, Practice, and Policy: Theoretically, this paper bridges the traditional gap between operations management and marketing by framing supply chain design as a core component of brand architecture and risk management. Practically, it delivers an actionable portfolio logic and decision sequence for fashion brand managers to navigate the trade-offs among speed, cost, mitigation of disruption risks, and reputational credibility. From a policy perspective, the study establishes an agenda centered on digital product passports and multi-tier data governance, offering insights for industry-wide compliance with emerging global transparency and circular economy regulations.
Copyright (c) 2026 Oksana Kavun https://creativecommons.org/licenses/by/4.0