Frontline Marketing, Management and Economics Journal

Reconfiguring Global Manufacturing: Reshoring, Nearshoring, and Digital Supply Chain Resilience in a Post-Pandemic Political Economy

Evelyn Whit — Wed, 04 Mar 2026 00:00:00 +0000

This study develops a comprehensive theoretical and empirical synthesis of reshoring and nearshoring in the post-pandemic global economy, integrating insights from supply chain resilience theory, global value chain analysis, digital transformation literature, and political risk scholarship. Drawing exclusively upon a curated body of academic research, industry reports, and policy analyses, this research advances a multi-dimensional framework explaining why firms are reconfiguring manufacturing location decisions away from traditional offshore hubs toward domestic and regional production ecosystems. The study addresses three interrelated research questions: (1) How have risk, resilience, and total cost considerations evolved in reshoring decision-making? (2) What role do digital technologies, regulatory regimes, and workforce capabilities play in reshoring outcomes? (3) How does nearshoring—particularly in the Americas—mediate between globalization and deglobalization pressures? Methodologically, the research employs qualitative meta-synthesis, policy analysis, and conceptual integration grounded in supply chain resilience theory, total cost of ownership frameworks, political risk metrics, and digital manufacturing models. Findings suggest that reshoring is not a simplistic retreat from globalization but a structural recalibration driven by systemic risk exposure, digital manufacturing maturity, labor cost convergence, and policy incentives such as the CHIPS Act. The analysis further demonstrates that resilience and competitiveness are complementary rather than contradictory objectives when mediated through advanced manufacturing technologies and collaborative governance mechanisms. Nearshoring to Mexico and Latin America emerges as a strategic intermediate configuration balancing cost efficiency, geopolitical risk mitigation, and regional integration. The study contributes a unified Resilient Production Reconfiguration Model (RPRM) that integrates economic, technological, regulatory, and institutional determinants. Implications for theory, managerial practice, and public policy are discussed in depth, alongside limitations and future research directions.

Artificial Intelligence Influencers and Sociotechnical Alignment: Trust, Credibility, Ethics, and Organizational Implications in Digital Marketing Ecosystems

Tiesto Hartmann — Sun, 01 Mar 2026 00:00:00 +0000

The rapid proliferation of artificial intelligence (AI) in marketing has fundamentally transformed the dynamics of brand communication, consumer engagement, and organizational strategy. Among the most disruptive innovations is the rise of AI-enabled virtual influencers, which blur the boundaries between authenticity, automation, and persuasion. Simultaneously, concerns surrounding AI alignment, transparency, corporate digital responsibility, and sociotechnical safety have intensified. This study develops a comprehensive, integrative research article grounded exclusively in established academic literature to examine the intersection between AI influencers and sociotechnical alignment. Drawing upon systematic review methodologies, theoretical marketing frameworks, and sociotechnical systems theory, this paper synthesizes findings from prior empirical and conceptual studies to construct a multidimensional explanatory framework. The research explores how credibility, authenticity, disclosure practices, and corporate digital responsibility shape consumer trust and engagement, particularly among Generation Z. It further evaluates organizational adoption drivers, ethical constraints, and psychosocial implications for workers within AI-mediated marketing systems. The findings reveal that virtual influencer effectiveness is contingent upon perceived authenticity calibration, transparent disclosure, and alignment between technological capabilities and human values. Moreover, AI adoption in marketing is shaped by structural, cultural, and institutional factors, reinforcing the need for responsible governance mechanisms. This study contributes theoretically by integrating AI alignment theory with influencer marketing literature, methodologically by demonstrating rigorous systematic synthesis, and managerially by offering evidence-informed strategic implications. It concludes that AI influencers represent not merely a technological tool but a sociotechnical phenomenon requiring interdisciplinary governance to ensure ethical and sustainable digital transformation.

Influencer Credibility, Social Network Structures, and Consumer Engagement: A Comprehensive Analysis of Social Media Influencer Marketing in the Digital Economy

Jaykishan Sharma — Mon, 16 Mar 2026 00:00:00 +0000

The rapid expansion of social media platforms has transformed the dynamics of marketing communication and consumer engagement. Among the most prominent developments within this digital ecosystem is the emergence of social media influencers as critical intermediaries between brands and consumers. Influencers leverage personal branding, relational capital, and networked communication structures to shape consumer perceptions, attitudes, and purchasing behaviors. This research article provides a comprehensive theoretical investigation into the mechanisms through which social media influencers generate brand engagement, influence consumer decision-making, and drive marketing outcomes. Drawing exclusively upon established literature in social network theory, digital marketing, influencer credibility, and consumer behavior, the study integrates interdisciplinary insights to construct a conceptual framework explaining how influencer attributes, social network structures, and parasocial relationships collectively influence consumer engagement and purchase intention.

The research adopts a qualitative theoretical synthesis methodology, systematically examining scholarly literature on influencer marketing, electronic word-of-mouth, and social network analysis. The study identifies key variables influencing influencer effectiveness, including perceived credibility, authenticity, follower count, network centrality, content characteristics, and relational interaction patterns. Findings suggest that influencer marketing effectiveness is strongly mediated by social network structures and relational dynamics within digital communities. Influencers positioned strategically within network structures can bridge structural holes, disseminate persuasive messages more efficiently, and amplify brand communication through electronic word-of-mouth mechanisms. Furthermore, parasocial relationships between influencers and followers enhance perceived authenticity and emotional engagement, thereby strengthening brand attitudes and purchase intentions.

The analysis also highlights the evolving differentiation between micro-, macro-, and mega-influencers and the varying marketing outcomes associated with each category. While mega-influencers offer large-scale visibility, micro-influencers often generate stronger trust-based relationships and higher engagement rates. The findings underscore the importance of credibility, transparency, and authenticity in maintaining influencer legitimacy and sustaining long-term audience trust.

Reconceptualizing Corporate Sustainability: The Strategic Role of ESG Integration in Enhancing Corporate Financial Performance, Governance Quality, and Long-Term Organizational Resilience

Dr.Rahul Sharma — Thu, 05 Mar 2026 00:00:00 +0000

Environmental, Social, and Governance (ESG) integration has become a central paradigm in contemporary corporate strategy and investment decision-making. Over the past two decades, the shift from traditional shareholder-centric models toward broader stakeholder-oriented frameworks has significantly transformed the way organizations conceptualize sustainability, risk management, and value creation. This study investigates the relationship between ESG practices and corporate financial performance, while also examining how governance mechanisms, stakeholder engagement, and institutional contexts influence the effectiveness of sustainability initiatives. Drawing extensively from existing literature, global institutional reports, and empirical studies, the research develops a comprehensive conceptual framework explaining how ESG factors operate as strategic drivers of organizational competitiveness and resilience.

The study adopts a qualitative and analytical research methodology based on an extensive synthesis of academic literature, institutional reports, and empirical findings related to ESG performance, corporate governance structures, and financial outcomes. Through systematic analysis, the research identifies key mechanisms through which ESG integration contributes to financial value creation, including enhanced risk mitigation, improved stakeholder trust, stronger governance systems, operational efficiencies, and long-term strategic positioning. The findings indicate that firms adopting comprehensive ESG strategies tend to exhibit higher financial performance, stronger market valuation, and improved risk management capabilities. However, the results also highlight important challenges, including inconsistencies in ESG measurement methodologies, divergence among ESG rating systems, and the risk of superficial sustainability reporting.

The discussion emphasizes that ESG should not be viewed merely as a compliance requirement or reputational tool, but rather as a strategic framework for sustainable value creation. Organizations that embed ESG principles into their governance structures, operational strategies, and stakeholder relationships are more likely to achieve long-term financial stability and competitive advantage. Nevertheless, the research acknowledges limitations in existing empirical evidence due to variations in methodologies, data availability, and institutional differences across countries.

The study contributes to the growing body of research on sustainable finance.

Generative Artificial Intelligence Adoption and Organisational Performance in Small and Medium-Sized Enterprises: A Multi-Theoretical Examination of Readiness, Ethics, and Digital Transformation

Jan Maja — Mon, 02 Mar 2026 00:00:00 +0000

The rapid diffusion of generative artificial intelligence (AI) has intensified scholarly and managerial interest in understanding how small and medium-sized enterprises (SMEs) can leverage emerging AI capabilities to enhance organisational performance. While existing research has examined AI adoption drivers and outcomes across manufacturing, services, finance, and IT sectors, the specific mechanisms through which generative AI contributes to sustainable competitive advantage in SMEs remain theoretically fragmented. This study develops a comprehensive, publication-ready conceptual framework integrating the Technology Acceptance Model (TAM), the Technology–Organisation–Environment (TOE) framework, the Resource-Based View (RBV), and digital transformation capability theory. Drawing exclusively from contemporary peer-reviewed scholarship and institutional research, the article synthesises cross-national evidence from European, Middle Eastern, and Asian SME contexts.

The analysis demonstrates that generative AI adoption is a multidimensional process shaped by technological readiness, digital maturity, leadership orientation, organisational culture, cybersecurity preparedness, and ethical governance mechanisms. Performance outcomes are conceptualised broadly, including operational efficiency, labour productivity, innovation capability, customer engagement, revenue growth, and strategic agility. Ethical governance and trust-building architectures are identified as critical moderators that significantly influence the magnitude and sustainability of AI-driven performance gains. SMEs with higher digital maturity and knowledge management capacity are more likely to convert AI investments into measurable competitive advantage.

The study contributes to theory by proposing an integrated generative AI performance architecture that reconciles behavioural acceptance, organisational readiness, environmental pressures, and capability orchestration into a unified explanatory model. It further advances understanding of generative AI as a structural transformation mechanism rather than a standalone technological tool. Practical implications are offered for SME managers, policymakers, and digital ecosystem stakeholders seeking to foster responsible and performance-oriented AI integration.

The Impact of Initial Public Offerings (IPO) On the Growth of Companies’ Market Capitalization

Pirnazarov Ernazar Dauletiyarovich — Wed, 18 Mar 2026 00:00:00 +0000

Initial Public Offerings (IPOs) represent one of the most significant mechanisms through which companies gain access to capital markets and attract large-scale investment. By offering shares to the public for the first time, firms are able to obtain financial resources necessary for expansion, innovation, and strategic development. At the same time, the transition from a private to a public company can significantly influence the market valuation of a firm. The objective of this study is to analyze the impact of IPOs on the growth of companies’ market capitalization and to identify the key factors that contribute to the increase in firm value after going public. The research is based on the analysis of theoretical approaches and international corporate practice related to IPO performance. The study examines examples of major companies that experienced significant capitalization growth after public listing. The findings indicate that IPOs contribute to the expansion of financial resources, improvement of corporate transparency, and strengthening of investor confidence, which collectively support the growth of market capitalization. The results of the research highlight the important role of stock markets in corporate financing and economic development.

FinTech Solutions and Digital Payment Systems: Emerging Trends, Regulatory Challenges, and Opportunities in the Global Financial Ecosystem

Arvind Maheshwari — Sun, 08 Mar 2026 00:00:00 +0000

The rapid advancement of financial technologies (FinTech) and digital payment systems is reshaping the global financial landscape, creating profound implications for banks, regulators, consumers, and businesses. This research explores the evolution of FinTech, blockchain, mobile payments, and related digital financial infrastructures, highlighting their transformative potential as well as inherent risks. The study synthesizes empirical findings and theoretical perspectives from diverse geographic contexts, including emerging and developed economies, with a particular focus on India, Turkey, Indonesia, and Kuwait. The methodology combines a comprehensive literature review with qualitative analysis of regulatory frameworks, business models, and technological adoption. Findings indicate that FinTech enhances financial inclusion, accelerates transaction efficiency, and enables innovative business models such as embedded finance, neo-banking, and agri-fintech. However, challenges related to cybersecurity, data privacy, systemic risk, and cross-border regulation persist. The discussion elaborates on the theoretical and practical implications, emphasizing the need for adaptive regulatory frameworks, stakeholder collaboration, and sustainable integration of FinTech solutions in conventional banking. The study concludes by outlining directions for future research, including the role of central bank digital currencies (CBDCs), blockchain interoperability, and the social impact of digital financial services. Overall, the research provides a holistic understanding of the FinTech ecosystem and offers strategic insights for academics, policymakers, and industry practitioners.