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Beleraj, Brunilda. „Affiliate marketing. Can online news portals use successfully affiliated marketing in Albania?“ European Journal of Marketing and Economics 1, Nr. 3 (29.11.2018): 66. http://dx.doi.org/10.26417/ejme.v1i3.p66-77.
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Affiliate marketing is viewed as one of the online strategies that help marketers’ measure success and deal with productivity. Marketers use it as a starting point to create new business or to develop an existing one. Affiliate programs support and develop these new strategies of marketing. Affiliate marketing is performance-based marketing where merchants reward affiliates commission for successful referrals. In Albania, we have chosen some of the most ranked online companies to see how this new techniques could be implemented to benefit both parts. Some of the research questions that have been raised in this paper are; how are the affiliated marketing techniques used in information portals in Albania? Under what conditions those web sites are developed? What payment fees are better to be used? In the evidence of a descriptive research, this paper will make an attempt to answer these questions.
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Erislan, Erislan. „Affiliate Marketing Strategies in Increasing Online Sales“. Return : Study of Management, Economic and Bussines 3, Nr. 2 (20.02.2024): 114–21. http://dx.doi.org/10.57096/return.v3i2.216.
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Currently, online sales are experiencing rapid development. This can be seen from several internet sites that offer various goods or products presented to buyers. It is not easy to offer goods online, because conventional sales require various strategies. Therefore, sales that are carried out online must also have a strong strategy from conventional sales. Marketing strategy is very important to do in offering goods or services done online. This research uses a type of analytical descriptive research that aims to understand a phenomenon that will be experienced in the research subject, namely how much influence the Affiliator has in marketing the sellers' products through online sites. The results of this study show that Affiliate Marketing marketing strategies, sales, and consumer behavior have a positive and significant effect on consumer behavior. To increase online sales, marketing strategies are needed including 1) Quality of sales products, 2) Price Influence, 3) The Role of Brand Image, 4) Communication with Customers. 5) Return Guarantee.
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Bata, Emanuel Safirman. „Strategi Affiliate Marketing pada Sistem Informasi Penerimaan Calon Mahasiswa Baru“. JITU : Journal Informatic Technology And Communication 7, Nr. 1 (31.05.2023): 1–9. http://dx.doi.org/10.36596/jitu.v7i1.970.
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The high level of educational development in Indonesia, especially in East Nusa Tenggara, spurs every university to continue to innovate to provide the best information technology-based services quickly and easily. Universities that have fast and easy services are one of the attractions for prospective new students to join the college. One of the strategies used to increase the number of new prospective student admissions is to use digital media that handles the registration process. In addition, implementing an affiliate marketing strategy to expand the network and promotional reach. Each affiliate is given a commission in the form of cashback and a regular honorarium every semester for affiliate students who successfully register and actively study at STIKOM Uyelindo Kupang. This will certainly attract many actors to join as affiliates. The performance of affiliate marketing can be seen from the increase in the number of new students by 21% from the previous year which has not implemented an affiliate marketing strategy.
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Malenko, Mykola, und Yevheniia Shabala. „Integration of Artificial Intelligence with Web3 technologies for Affiliate Marketing: Review and Analysis“. Pidvodni tehnologii 1, Nr. 14 (29.06.2024): 62–70. http://dx.doi.org/10.32347/uwt.2024.14.1205.
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This article explores affiliate marketing integration with AI and Web3 technologies, providing a comprehensive analysis of their individual and combined potential to revolutionize the digital marketing landscape. Starting with defining the core components, the article sets a foundation for understanding how AI and Web3 can synergistically enhance affiliate marketing strategies. The paper proceeds with a detailed overview of traditional affiliate marketing models, highlighting their evolution in response to technological advances and changing market dynamics. The article further examines the global landscape of affiliate marketing, presenting current statistics and trends that underscore its economic significance. A focused discussion on AI technologies pertinent to affiliate marketing reveals how machine learning, natural language processing, and predictive analytics can optimize performance and decision-making processes. The role of Web3 is examined by its ability to introduce decentralized, transparent, and secure elements into affiliate marketing, suggesting a shift towards more user-centric models. Finally, the potential of combining AI with Web3 is discussed, illustrating how this convergence can lead to innovative marketing strategies that are more effective and uphold higher standards of integrity. This synthesis aims to illuminate how modern technologies can be harnessed to foster a new digital marketing era.
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Erislan, Erislan. „Affiliate Marketing Strategy to Increase Online Sales“. Jurnal Ilmiah Manajemen Kesatuan 12, Nr. 2 (18.03.2024): 321–28. http://dx.doi.org/10.37641/jimkes.v12i2.2460.
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Currently, online sales are experiencing rapid development. This can be seen from several internet sites that offer various goods or products presented to buyers. It is not easy to offer goods online, because conventional sales require various strategies. Therefore, sales that are carried out online must also have a strong strategy from conventional sales. Marketing strategy is very important to do in offering goods or services done online. This research uses a type of analytical descriptive research that aims to understand a phenomenon that will be experienced in the research subject, namely how much influence the Affiliate has in marketing the sellers' products through online sites. The results of this study show that Affiliate Marketing strategies, sales, and consumer behavior have a positive and significant effect on consumer behavior. To increase online sales, marketing strategies are needed, including product quality sales, price influence, the role of brand image, communication with customers, return guarantee.
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Afandi, Ahmad, Syahrul Amsari, Isra Hayati, Syahrani Devi und Fachrul Rozi Lubis. „Affiliate marketing business model education in promoting keloria products“. Community Empowerment 7, Nr. 11 (13.12.2022): 2009–14. http://dx.doi.org/10.31603/ce.8268.
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The era of the industrial revolution 4.0 and globalization made major changes in various fields, one of which is technology. One of the digital marketing strategies is affiliate marketing, which allows someone to market other people's products simply by spreading promotional links. In this activity, the team held seminars and training on affiliate marketing business models in marketing keloria products which aimed to increase participants' knowledge of digital marketing and affiliate marketing and encourage participants to join as affiliate partners of PT. Keloria Moringa Jaya. This seminar and training was carried out in 3 stages, namely preparation, seminar and training, and evaluation. The evaluation results show the participants' satisfaction with the training material and design presented. In addition, this activity succeeded in increasing participants' knowledge about digital marketing, especially social media marketing and affiliate marketing-based marketing models.
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Chaikovska, Maryna, und Maksym Chaikovskyi. „STRATEGIES FOR IMPLEMENTATION OF AFFILIATE-PROJECTS IN MARKETING ACTIVITY“. Scientific Journal of Polonia University 27, Nr. 2 (06.04.2018): 18–25. http://dx.doi.org/10.23856/2702.
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The article deals with the problematic aspects of the transforming forms and methods of marketing activity; new opportunities for the implementation of global network multichannel personalized interactions in the virtual environment; the peculiarities of the determinants of modern inter-organizational interactions; the personalized approach to the formation of effective partner networks within the framework of the company's overall marketing strategy.
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Trixie, Ivana, und Nigar Pandrianto. „Brand Affiliate sebagai Alternatif Membangun Brand Awareness“. Prologia 8, Nr. 1 (18.03.2024): 107–15. http://dx.doi.org/10.24912/pr.v8i1.27532.
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Technological developments, especially in social media platforms such as TikTok, have changed the marketing paradigm by focusing on dynamic consumer interactions. This research explores the impact of TikTok in building brand awareness, especially with the emergence of the concept of "Tiktok Affiliate." The research results show the important role of TikTok Affiliate in changing the digital marketing framework through creative content that effectively expands brand reach. Focusing on the brand case study "Somethinc" provides a unique contribution to the understanding of digital marketing and brand awareness in the TikTok era. The theoretical basis involves social media, TikTok, TikTok Affiliate, and brand awareness, with an emphasis on brand awareness indicators according to Keller. With innovative strategies, TikTok Affiliate is a key element in building brand awareness amidst contemporary digital marketing dynamics. The purpose of this research is to see how the Tiktok Affiliate brand is an alternative for building brand awareness for the Somethingnc brand. This research uses a qualitative approach with a case study method. The results of this research show that Tiktok Affiliate builds brand awareness through understanding Somehinc products. Creativity and authenticity in TikTok Affiliates content are key to attraction, creating a personal and authentic experience. Informative and compelling content helps consumers understand the product in depth, while direct interaction creates deeper engagement and builds a community around the brand. Perkembangan teknologi, khususnya di platform media sosial seperti TikTok, telah mengubah paradigma pemasaran dengan memfokuskan pada interaksi dinamis konsumen. Penelitian ini mengeksplorasi dampak TikTok dalam membangun brand awareness, khususnya dengan munculnya konsep "Tiktok Affiliate." Hasil penelitian menunjukkan peran penting TikTok Affiliate dalam mengubah kerangka kerja digital marketing melalui konten kreatif yang memperluas jangkauan brand secara efektif. Fokus pada studi kasus brand "Somethinc" memberikan kontribusi unik pada pemahaman digital marketing dan brand awareness di era TikTok. Landasan teori melibatkan media sosial, TikTok, TikTok Affiliate, dan brand awareness, dengan penekanan pada indikator brand awareness menurut Keller. Dengan strategi inovatif, TikTok Affiliate menjadi elemen kunci dalam membangun brand awareness di tengah dinamika pemasaran digital kontemporer. Tujuan penelitian ini untuk melihat bagaimana brand Tiktok Affiliate sebagai alternatif untuk membangun brand awareness pada brand Somethinc. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Hasil penelitian ini menunjukkan bahwa Tiktok Affiliate dalam membangun brand awareness melalui pemahaman produk Somethinc. Kreativitas dan keaslian dalam konten Tiktok Affiliates menjadi kunci daya tarik, menciptakan pengalaman personal dan autentik. Konten yang informatif dan meyakinkan membantu konsumen memahami produk secara mendalam, sementara interaksi langsung menciptakan keterlibatan yang lebih mendalam dan membangun komunitas di sekitar brand.
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F Fitria, Desi Tia Adisti, D Dea, Agum Gumelar und Adi Setiawan. „Exploration of the Role of Tiktok Content: Influencer Strategy, Affiliate Marketing, and Online Customer Reviews in Influencing Generation Z Purchasing Decisions at Shopee“. Athena: Journal of Social, Culture and Society 2, Nr. 2 (03.06.2024): 345–56. http://dx.doi.org/10.58905/athena.v2i2.287.
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This study aims to determine the effect of the role of influencers, affiliate marketing, and online customer reviews at Shopee through TikTok content on Generation Z purchasing decisions. This research uses a quantitative approach by collecting data through an online survey of 199 respondents of the Management Study Program students class of 2020. The data were analyzed using multiple regression methods to evaluate the relationship between the independent variables of influencer roles, affiliate marketing, and online customer reviews and the dependent variable (purchasing decisions). The analysis results show that the role of influencers, affiliate marketing, and online customer reviews have a positive and significant influence on Generation Z's purchasing decisions. The findings emphasize the importance of integrating marketing strategies through influencers, affiliate marketing, and online customer reviews in influencing Generation Z's purchasing decisions. This provides guidance for businesses to utilize e-commerce platforms such as Shopee and TikTok content as an effective means of communication to reach and influence the Generation Z market. This research makes a new contribution to the understanding of how the role of influencers, affiliate marketing and online customer reviews on Shopee, particularly through TikTok content, can influence Generation Z's purchasing decisions. This research adds insight into effective marketing strategies to capture the attention and influence the consumption behavior of the younger generation in the context of e-commerce platforms.
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Natarina, R. A. Emilia, und Cendera Rizky Anugrah Bangun. „The Use of Affiliate Marketing in Improving Pegipegi Sales“. Jurnal The Messenger 11, Nr. 2 (30.07.2019): 157. http://dx.doi.org/10.26623/themessenger.v11i2.1210.
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<p><em>The changes in people's purchasing patterns from offline to online cause companies to change the type of their business which also affects the changing of marketing strategy. One of the marketing strategies used by the OTA (Online Travel Agent) industry is affiliate marketing. This study was conducted to find out how Pegipegi affiliate marketers used the digital marketing to help market OTA products in the digital media they use to help provide sales. The method used in this study is qualitative with the case study of Pegipegi affiliate marketers. The data collection was conducted by interviewing. The results of this study indicate that the basic understanding of how to market Pegipegi products through blogs, how to market blog through Google Ads and Facebook Ads, as well as the understanding on the functions of each affiliate marketing tools play an important role in the success of a marketer of Pegipegi affiliate.</em></p>
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Marquerette, Lindi Utami, und Syifa Fauziah Hamidah. „The Impact of Affiliate Marketing and Service Features on E-Commerce Consumers Buying Interest“. Almana : Jurnal Manajemen dan Bisnis 7, Nr. 1 (29.04.2023): 49–55. http://dx.doi.org/10.36555/almana.v7i1.2088.
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The development of information technology in the 4.0 era has made business people make many changes in their business strategy, affiliate marketing is one of the marketing strategies that is being widely used today, apart from that, service features in the digital world are elements that need attention in influencing consumer buying interest. The purpose of this study is to find out how affiliate marketing, service features, and buying interest consumers of TikTok Shop e-commerce. And to find out how much impact affiliate marketing has on buying interest, the impact of service features on buying interest, as well as the influence of affiliate marketing and service features on buying interest. In this study, the independent variable (X) is affiliate marketing and service features, and then the dependent variable (Y) is buying interest consumers. This research is a sample study where consumers are respondents to this study, for data collection using a questionnaire with a total of 100 respondents. The analytical method used is a quantitative method with descriptive analysis. To process the data, the author used Microsoft Excel 2019 and SPSS 26 For Windows. The result of this study is either partially or simultaneously affiliate marketing and service features have a positive effect on e-commerce consumers buying interest.
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Orare, Gregory, und Severina Nkirina. „INFLUENCE OF INTERNET MARKETING STRATEGIES ON THE MARKET SHARE OF ONLINE SHOPS IN NAIROBI COUNTY IN KENYA.“ Journal of Marketing Studies 3, Nr. 1 (26.04.2019): 1–26. http://dx.doi.org/10.47941/jms.848.
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Purpose: The online shopping sector in Kenya is still not well developed and online commercial activities contribute to just over 1% of Kenya’s GDP. Kenya’s rate of online shopping is 23% and currently lags behind the global rate of online shopping which is 59%. The different level of development in online shopping between Kenya and other developed economies shows that the sector still has a long way to go in Kenya. Online shops face competition from the conventional ‘brick-and-mortar’ stores and supermarkets. In order to deal with the competition most online shops market their products using internet marketing, which is defined as advertising of a company’s products or services over the internet with the view of increasing profits or market share. Market share is the percentage of an industry acquired by a company during a certain period of time. This study aimed to establish the influence of internet marketing strategies on the market share of online shops in Kenya. The specific objectives of the study were: to determine the influence of website design strategies on the market share of online shops in Nairobi County in Kenya; to establish the influence of content marketing strategies on the market share of online shops in Nairobi County in Kenya; to assess the influence of affiliate marketing strategies on the market share of online shops in Nairobi County in Kenya and to establish the influence of social media marketing strategies on the market share of online shops in Nairobi County in Kenya.
Methodology: This study adopted descriptive research design. The study covered 68 respondents drawn from a population of 34 online shops operating within Nairobi County, with an average of 2 respondents selected per organization. The study relied on data collected using a questionnaire comprising of both open-ended and close-ended questions, structured to meet the objectives of the study. The data was analyzed using inferential statistics by means of Statistical Packages for Social Sciences version 20.
Results: The results indicated a P-value of 0.0002, which is less than 0.05 against all the variables in the study. This indicated that website design marketing strategies, content marketing strategies, affiliate marketing strategies and social media marketing strategies had a significant influence on the market share of online shops in Nairobi County. The study revealed a positive correlation between website design and market share with a correlation coefficient of 0.015, a positive correlation between content marketing and market share with a correlation coefficient of 0.163, a positive correlation between affiliate marketing and market share with a correlation coefficient of 0.057, and a positive correlation between social media marketing and market share with a correlation coefficient of 0.923. The study concluded that social media marketing strategies contributed the most to the overall market share of online shops in Nairobi, followed by content marketing strategies, affiliate marketing strategies and finally website design marketing strategies.
Unique Contribution to Theory and Practice: The study recommended that online shops needed to come up with an internet marketing mix that incorporated all the different strategies given that the respondents gave varied views on which internet marketing strategies were more influential. The County governments were encouraged to look into ways of making internet connectivity more affordable since most online shops indicated unreliable and expensive internet as a challenge when trying to conduct internet marketing. The ‘brick-and-mortar’ shops that were not making a profit were also urged to consider the online business model. Retail customers were advised to be willing to accept change and embrace online shopping.
Keywords: Website design strategies Content marketing strategies, Affiliate marketing strategies, Social media marketing strategies and Market share.
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Haque, Ahasanul, Seyama Sultana . und Farzana Yasmin . „Online Brand Awareness: Determining the Relative Importance of Facebook and Other Strategies among the Malaysian Consumers“. Information Management and Business Review 5, Nr. 4 (30.04.2013): 168–74. http://dx.doi.org/10.22610/imbr.v5i4.1040.
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The purpose of this study is to determine the relative importance of facebook with other strategies like affiliate marketing and word of mouth in creating online brand awareness. Both exploratory and confirmatory factor analysis is used in the study. The study chooses 303 Malaysian frequent internet users as the respondents. In confirmatory factor analysis, a structural equation modelling (SEM) approach is applied to determine the relationship among the exogenous and endogenous constructs. The study finds facebook as the most influential online brand awareness creating strategies followed by the affiliated marketing and online word of mouth. In creating the online brand awareness; all the strategies have positive influence, however. The study can be a useful guideline for managerial implication in practice.
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Li, Zhan. „E-Retailer's Technology Strategy for Implementing Online Marketing“. Applied Mechanics and Materials 427-429 (September 2013): 2716–19. http://dx.doi.org/10.4028/www.scientific.net/amm.427-429.2716.
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Follwing with integration of between online and offline business. this trend, e-retailers implement new online marketing methods to differ from their competitors. This article will discuss four typical technology strategies for implementing online marketing: social media marketing, customer relationship management, affiliate marketing and word of mouth marketing.
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Nurwijayanto, Putra Ramadhani, Dyah Setyawati und Vika Annisa Qurrata. „EVALUATING THE ROLE OF AFFILIATE MARKETING AND FLASH SALES IN SHOPEE: INSIGHT THROUGH ISLAMIC ECONOMICS LAW“. Airlangga International Journal of Islamic Economics and Finance 7, Nr. 01 (30.06.2024): 56–64. http://dx.doi.org/10.20473/aijief.v7i01.57822.
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This research investigates the influence of affiliate marketing and flash sale programs on buying interest within the Shopee Marketplace, focusing on the perspectives of Islamic Economic law among consumers at Malang City in 2024. The study employs a case study approach to examine the impact of these marketing strategies on consumer behavior and ethical considerations. Through qualitative analysis, data is gathered from Shopee users in Malang City to explore their attitudes, perceptions, and buying patterns in response to affiliate marketing and flash sale promotions. The research delves into the ethical dimensions of these marketing practices within the framework of Islamic economic principles, examining their compatibility with notions of fairness, transparency, and social responsibility in buying and selling transactions. The findings shed light on the complexities of consumer decision-making in the digital marketplace, highlighting the interplay between marketing tactics and ethical considerations rooted in Islamic economic teachings. By synthesizing insights from Islamic economic law and consumer behavior research, this study contributes to a deeper understanding of the ethical implications of modern marketing strategies in e-commerce platforms like Shopee. The research results show a significant positive influence between affiliate marketing and the flash sale program on respondents' shopping behaviour and buying interest at Shopee. Furthermore, the research provides practical implications for marketers, policymakers, and stakeholders in balancing commercial objectives with ethical standards in online retail environments.
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Erna Indasari. „The Role of Affiliates in Consumer Purchase Interest in Online Shops in the Digital Business Era“. Interkoneksi: Journal of Computer Science and Digital Business 1, Nr. 1 (11.12.2023): 9–18. http://dx.doi.org/10.61166/interkoneksi.v1i1.2.
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The increasing development of science and technology today has brought very significant changes in the sales process. No more than that, the sales process is facilitated by the existence of digital systems, especially online. Online shops require sellers to apply the latest strategies and innovations to attract buyers to buy the products traded. One strategy that can be used by sellers is to market the products they sell using affiliate services as well as affiliate marketing techniques. Affiliate participation in the buying and selling process has proven to have a significant influence on the ongoing online buying and selling process. This is what will be the object of research using internet searching and library research methods. This method will collect data through internet media and library sources such as journals, articles and other related sources that will also be included. The results obtained through this research show that the existence of Affiliate Marketing played by Affiliators assisted by marketing intermediaries through social media has an impact on online sales because the Affiliators can influence the buying interest of consumers
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Ariani, Cindhy Nurkolifah Siti, und Rina Suthia Hayu. „Shopee Affiliate Program: Analysis of Influencer Content Marketing Strategy on Instagram“. SIMAK 21, Nr. 02 (29.11.2023): 202–21. http://dx.doi.org/10.35129/simak.v21i02.471.
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The aim of this research is to analyze influencer content marketing strategies that utilize Instagram in the Shopee affiliate program. The type of research used is qualitative with a content analysis approach. Primary data was obtained directly from observations of phenomena and interviews with research subjects. Meanwhile, secondary data was obtained from the results of researchers' literature studies by collecting data from books, the internet and journals related to the research topic. The research results show that the influencer content marketing strategy on Instagram is an effective method for promoting and carrying out Shopee Affiliate Program activities. Support from influencers who apply stealth marketing techniques, both nano-influencers and macro-influencers are able to create interesting and persuasive content which can actually increase the attractiveness of the products being advertised.
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Efemena, Mukoro, Assoc Prof Dr Mahaganapathy Dass, Dr Farzana Nazera und Kazi Tanvir. „Breaking Barriers: The Crossroads of Social Media, Affiliate, and YouTube Marketing in Nigerian Integrated Marketing Communication“. Journal of Media,Culture and Communication, Nr. 41 (01.12.2023): 18–28. http://dx.doi.org/10.55529/jmcc.41.18.28.
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This research investigates the interplay between marketing strategies and Integrated Marketing Communication (IMC) within the dynamic Nigerian market. Hypothesis 2 suggests that there is a statistically significant correlation between an upsurge in Affiliate Marketing (AM) and an increase in Integrated Marketing Communications (IMC). Hypothesis 1 posits that there exists a statistically significant negative correlation between Social Media Marketing (SMM) and Integrated Marketing Communications (IMC), indicating that the increasing prevalence of SMM may impede the effectiveness of IMC in the context of Nigeria. Hypothesis 3 posits a statistically significant negative correlation between YouTube Marketing (YM) and Integrated Marketing Communications (IMC), indicating that an escalation in YM might potentially lead to a reduction in IMC, specifically in terms of Internalized Motivation to Conform. A purposive sampling technique is employed to conduct a descriptive survey among marketing and sales department officers from Coca- Cola HBC Nigeria, Uber Nigeria, and Dulux Paints. The objective of this survey is to determine the optimal sample size for the study. The study employed Partial Least Squares Structural Equation Modelling (PLS-SEM), a statistical technique known for its proficiency in managing limited sample sizes and non-normal data distributions, to analyse the responses obtained from Likert Scale questionnaires. The statistical analysis of the study was found to be valid, and its relevance to Nigerian business marketing strategies was emphasized through the use of SmartPLS calculations.
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Baharuddin, Mochammad Achwan, Latifatur Rokhmah Adhami und Wardatun Nadhiroh. „‘Affiliate Marketer’ Advertising Fraud: A Normative Legal and Prophetic Hadith Perspective“. Hikmatuna : Journal for Integrative Islamic Studies 9, Nr. 1 (19.06.2023): 105–16. http://dx.doi.org/10.28918/hikmatuna.v9i1.996.
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This study aims to explore the transformative impact of influencer marketing on the marketplace, altering consumer behaviour and marketing strategies. Social media platforms have become pivotal as businesses promote products and services with influencers. However, the integrity of some influencers is compromised due to the allure of high sales bonuses, leading to deceptive practices. The primary focus of this study is to examine the existence of influencers within the framework of Normative Law and Prophetic Hadith, shedding light on their involvement in fraudulent activities. Employing discourse analysis with a statutory and conceptual approach, the research positions influencers and affiliate marketing programs on par with conventional advertising companies. It becomes evident that Normative Law, specifically Law No. 8 of 1999, offers limited provisions, primarily centered around consumers' rights to accurate and transparent information concerning the goods being traded. On the other hand, fraudulent acts committed by influencers potentially fall under the purview of Law Number 11 of 2008 concerning Information and Electronic Transactions [as last amended by Law No. 19 of 2016]. Moreover, the Hadith of Muslim history strictly prohibits sellers from engaging in manipulative buying and selling practices, including any misdirection of product information.
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Rahman, Ireen, und Md Asmaul Hossain. „Effective Brand Managers: Integrate Digital Marketing Strategies into Overall Brand Management Plans“. International Journal of Research and Innovation in Social Science VIII, Nr. VI (2024): 3195–213. http://dx.doi.org/10.47772/ijriss.2024.806241.
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Organization can achieve significant success by using different digital platforms, particularly social media for branding. This research paper focuses on how brand managers implemented digital marketing strategies in today’s world for brands and organizations as a whole. The study may prove to be an effective strategy for boosting brand awareness and revenue for the organization. Finally, we discovered that everything must be evaluated in real time and that data should drive brand management decisions rather than intuition. To provide a thorough overview, analysis, and summary of the findings from the available research on how the brand uses digital marketing strategies, the benefits of the strategies in actual use, and the benefits that digital advertising tactics bring to brands, for instance Email Marketing, Content marketing, Affiliate Marketing, Inbound Marketing etc. There is a discussion regarding the strategies used by brands in specific sectors as the standard as well as the four essential characteristics of research design. An online survey on social media also adds value to see how many brand managers and marketers actively strive to integrate digital marketing methods into their organizations. Above all, the uses of digital marketing tools such as Google Analytics, HubSpot, Semrush, Napoleon Cat etc. have given the authority of doing ethical branding in efficient way.
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Novilia, Fitri, Heny Hendrayati und Mohammad Fahreza. „Examining the Impact of Live Streaming, Affiliate Marketing, and Flash Sale Programs on Purchase Intentions in the TikTok Shop: An Empirical Study Focused on Generation Z“. Coopetition : Jurnal Ilmiah Manajemen 15, Nr. 2 (27.06.2024): 209–18. http://dx.doi.org/10.32670/coopetition.v15i2.4398.
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Live streaming has become the latest strategy in marketing products as it provides consumers with a sense of experiencing direct shopping. In live streaming, sellers and buyers can interact directly through real-time video streaming. Marketing strategies involving third-party individuals, known as affiliate marketing, are engaged in marketing activities. Several e-commerce platforms utilize this approach as it brings benefits to all parties involved. Live streaming has become a popular promotional method, especially after the pandemic. Flash sales, with their attractive offers, are highly favored by consumers as they allow them to purchase high-quality products or services at significantly low prices, but within specific time and quantity constraints. The author is interested in understanding the most influential marketing strategies that impact consumer Purchase Intention in e-commerce, particularly on new platforms like TikTok Shop. The research method employed is descriptive statistics based on the results of statistical calculations using SEM-PLS, with primary data obtained from 96 respondents through a questionnaire.
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Wardhana, Aditya, und Mahir Pradana. „Determinan Viral Marketing pada Top Brand Online Shop di Indonesia“. MIMBAR, Jurnal Sosial dan Pembangunan 32, Nr. 1 (25.06.2016): 25. http://dx.doi.org/10.29313/mimbar.v32i1.1572.
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The existence of the internet starts to shifting the purchase as a conventional to online. One of marketing strategies used by online store is viral marketing.The purpose of this study is to find determinant that forms viral marketing based on perceived customers in top brand online store such as lazada.com, olx.com, tokopedia.com, zalora.com, blibli.com, and bhinneka.com. The Research methodology used is the quantitative method with descriptive analysis using factor analysis by a population as 3.271.147 people and the number of sample uses Slovin formulas with confidency level at 95 % obtained as 400 respondents. Based on the result of research, there are twelve factors formed a new factor called viral marketing online store. Based on its priority, those dimensions of viral marketing online store can be sorted as follows: customer recommendation, newsletter, linking strategies, communities, free offer, sweepstakes, list of prospective buyers, chatrooms, reference list, product texts, affiliate programs, dan search engine.
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Zhou, Zimeng. „Digital Transformation of Advertising: Trends, Strategies, and Evolving User Preferences in Online Advertising“. Highlights in Business, Economics and Management 23 (29.12.2023): 1224–29. http://dx.doi.org/10.54097/3088d623.
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This study discusses the evolving trends in online advertising, diverse marketing models, and changing user needs. From the early development of the Internet, especially in the early 1990s, to the emergence of numerous advertising formats, online advertising has become an integral part of modern marketing. Different types of online advertisements, such as banner ads, pop-up ads, video ads, native ads, search engine ads, and social media ads, fulfill different needs of advertisers. In addition, the study also explores diverse marketing models for online advertising, including pay-per-click, pay-per-thousand-displays, pay-per-action, affiliate marketing, targeted ads, and video ads, which provide more choices for advertisers. In terms of user characteristics and needs, as technology continues to evolve, user reliance on mobile devices increases, the use of ad-blocking and anti-advertising technologies rises, concerns about data privacy increase, social media becomes an important channel for advertising, and data analytics and ad-tracking technologies become increasingly critical. A user’s age, gender, geographic location, interests, purchase history, device and platform, social interactions, and privacy preferences are important in creating user profiles and target market analysis. In summary, online advertising plays a key role in the modern marketplace, providing advertisers with global advertising opportunities and the need to continually adapt to market and technological changes to maximize ad effectiveness.
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Zinchenko, O. A. „Adaptive Strategies of Enterprises in the Digital Environment“. PROBLEMS OF ECONOMY 3, Nr. 49 (2021): 110–16. http://dx.doi.org/10.32983/2222-0712-2021-3-110-116.
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The article is aimed at substantiating the basics of adaptive control in the digital environment. The author puts forward and verifies a thesis on the necessity to develop adaptive strategic management amid the digital transformation of business on the basis of agile principles, which allow the most complete implementation of the customer-oriented approach. The author defines the adaptive strategy in the digital environment as a model of the company's adaptation to the digitalization of its interaction with customers, partners, competitors and other contact audiences. It has been suggested and proven that adaptive strategies are competitive in nature. Based on this hypothesis, adaptive strategies are systematized by the degree of their relevance in the digital environment. Strategies of cost optimization, differentiation, and focusing with reference to business digitalization are considered. The adaptive toolkit of these strategies is expanded by using more flexible methods and approaches. It is proved that the strategy of cost optimization is implemented thanks to such tools as business automation models, virtual product chains, combining real and virtual content of production processes (Building Information Model, blockchain technologies), and smart working model. A company can effectively differentiate its products and services by the digitalization of the existing products and services and the creation of new ones, convergence of consumer expectations based on SMAC (Social, Mobility, Analytics, Cloud) technologies, and through the omnichannel service of different customer groups. It is established that thanks to digital marketing and such technologies as authentic interaction, content marketing, social media marketing, performance branding, and affiliate marketing a company can strengthen its position in a certain market segment (or niche) and implement a customer-oriented approach. Risk management in the design of adaptive strategies in the digital environment can be seen as a prospect for further research
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Rodríguez Vázquez, Clide, Mª Magdalena Rodríguez Fernández, Valentín Alejandro Martínez Fernández und Oscar Juanatey Boga. „La intermediación turística en España y su vinculación con el Marketing de Afiliación: una aproximación a la realidad de las Agencias de Viajes“. PASOS. Revista de Turismo y Patrimonio Cultural 13, Nr. 4 (2015): 805–27. http://dx.doi.org/10.25145/j.pasos.2015.13.056.
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In the area tourist intermediation in Spain, the economic, social and technological conjuncture is playing an important role in its development, which requires the implementation of new strategies of commercialization as the affiliate marketing. The aim of this paper is based on analyzing the relationship between Spanish travel agencies and the affiliate as tool online. Owing to the specific features of the study, a review of the literature showed as more appropriate the design and implementation of a qualitative methodology, focused on getting and analyzing the primary data, which could be supplemented by other secondary sources. Regarding this, in -depth and open -ended interviews to relevant experts in the field of the study were taken. The development of such methodology allows the contrast of the pertinent hypothesis that became from the previous frame of the state of art and, therefore the extraction of their conclusions
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Riza, Alex Fahrur, und Dwi Marlina Wijayanti. „Kartini in the Pandemic: Women's Economic Empowerment Through Synergy of Digital Banking, Fintech, and E-Commerce“. Journal of Islamic Economy and Community Engagement 2, Nr. 1 (28.02.2022): 114–29. http://dx.doi.org/10.14421/jiecem.2021.2.1.1477.
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The role of the Financial Services Authority (OJK) is getting bigger in Indonesia. Various strategies are implemented to increase financial inclusion and literacy in Indonesia. However, the mindset that is built that women are identical to housewives who do not have financial independence creates a gap in inclusion and financial literacy between men and women. As a result, women cannot contribute to managing finances well and cannot help build a strong family economy because they do not have the knowledge and financial skills as well as men. The KARTINI program is a program that provides facilities for the women's community to have financial independence. The integration between digital banking (smart behavior), financial technology (affiliate marketing), and e-commerce (dropship) can be the right program in optimizing financial inclusion and literacy for women. The implementation of the KARTINI program has a positive impact on the women's community such as women's cooperatives, PKK women, Aisyiyah women, recitation groups, dharma Wanita and other women's groups. In addition, this program can be applied by OJK to all regions in Indonesia to increase financial literacy and inclusion. Through the integration of smart behavior, affiliate marketing, and dropship, the goals of OJK will be achieved more quickly.
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Wijaya, I. Gusti Ngurah Satria, Annisa Balqis Bashira Syahrir Malintang Latanro und Ni Nyoman Arie Rahayu Sugianitri. „The Influence of Marketing Strategy on Marketing Performance from a Management Perspective in the Disruption Era“. Binus Business Review 15, Nr. 1 (02.02.2024): 15–28. http://dx.doi.org/10.21512/bbr.v15i1.10431.
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The world continues to develop and change, and everything is digital-based in the current era of disruption. The retail industry is one of the business sectors most severely impacted by the COVID-19 pandemic and the disruption era. Numerous businesses or retail issuers also see a drop in sales and even suffer losses. The research aimed to evaluate the most successful marketing tactics toward marketing performance in the disruption era from a management perspective. The major data used came from questionnaires given to management with digitized or digital marketing. A total of 282 data were collected using the purposive sampling technique to determine the respondents in Denpasar City. Structural Equation Model (SEM) analysis was employed in this investigation. The research outcomes are strategies that effectively influence marketing performance in the disruption era, including marketing mix strategy, online affiliate marketing strategy, and social media strategy. The marketing mix strategy cannot be abandoned despite changes in the disruption era. There can only be a change in strategy using digital marketing media. The research novelty lies in its findings, which support the Resource-Based View (RBV) theory, the marketing tactic employed to enhance marketing effectiveness in the disruption era. The practical implications include policy recommendations for business management and marketing methods to improve marketing performance in the disruption era.
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Agus Triono Sudalyo, Ramadhian, und Nurita Elfani Prasetyaningrum. „The Influence of Digital Marketing on Accounting Decisions: Implications and Challenges“. Jurnal Ekuisci 1, Nr. 2 (16.11.2023): 85–94. http://dx.doi.org/10.62885/ekuisci.v1i2.99.
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Digital Marketing Digital marketing has become a key pillar of modern business strategy, changing the way companies interact with consumers and creating new opportunities. However, these developments also have significant ramifications in the realm of accounting decisions. This study aims to analyze the influence of digital marketing on accounting decision practices in the context of modern companies.This study uses qualitative and quantitative approaches to collect and analyze data. Data was obtained through a survey of marketing and accounting management from 15 companies in Boyolali Regency that adopted digital marketing strategies. The results of the study show that digital marketing has a significant impact on three main aspects of accounting decisions, namely revenue recognition, advertising spending, and valuation of digital assets. Revenue recognition becomes more complex due to variations in revenue recognition from e-commerce transactions, online promotions, and affiliate programs. Fluctuating advertising spending in a digital environment requires more adaptive methods of managing costs. Valuation of digital assets such as copyrights and websites faces challenges in assessing fair value which is more dynamic. The impact of digital marketing on accounting decisions creates challenges and opportunities as the business paradigm changes. This research provides important insights for companies in optimizing accounting decision making in the ever-evolving digital era.
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Kuchechuk, Larysa V., und Vladislav Yu Moiseyenko. „Digital Marketing Features of the Company Booking.com as Leading internet Tourist Accommodation Reservation System“. Business Inform 10, Nr. 549 (2023): 427–32. http://dx.doi.org/10.32983/2222-4459-2023-10-427-432.
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Due to the rapid development of technology and the availability of the Internet, many companies, including Booking.com, are actively using digital channels to market and sell their services. The aim of the article is to analyze the digital marketing activities of the Booking.com company. To achieve the goal of the study, general scientific methods were used: analysis, synthesis, deduction, induction, system-based, comparative, experimental and statistical, as well as SWOT analysis. The results of the carried out study show that digital marketing is a powerful instrument for promoting residential properties through an online platform, and Booking.com uses a wide range of special tools, such as targeted advertising, content marketing, social media, email marketing, affiliate marketing, and SEO optimization, to attract customers and increase its competitiveness. A SWOT analysis of the digital marketing tools of the company Booking.com is carried out. The features of the work of the company Booking.com in the Ukrainian market are considered. The traffic to the websites of the Booking.com company and their main competitor – the AirBnb company is analyzed. As a result, it is concluded that the ability of Booking.com to adapt and develop its marketing strategies in accordance with changes in consumer behavior and technological advancements has allowed it to remain competitive in today’s housing booking market.
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Nst, Asrindah, und Aldi Fasta Bhiqul Khairat. „ONLINE BUSINESS STRATEGY ANALYSIS THROUGH TIKTOK SHOP DIGITAL NETWORK PLATFORM MARKETPLACE“. Dharmawangsa: International Journal of the Social Sciences, Education and Humanitis 4, Nr. 1 (11.07.2023): 10–16. http://dx.doi.org/10.46576/ijsseh.v4i1.3520.
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ABSTRACT Digital marketing also facilitates communication between producers, marketers and consumers or buyers in sales activities. The phenomenon of online shopping has become something that continues to be discussed to this day. One of the app providers of online shopping features is stickers. TikTok has an interesting feature that the business shop can benefit from the use of tikTok. The research discusses how online sales can be applied on touch platforms, knowing strategies and knowing promotions that can be used. The research uses a qualitative method with a phenomenological research design to analyze the meaning of the social media platform TikTok as an online business marketing strategy. TikTok has interesting features and a comprehensive database. In addition to the increasing popularity of TikTok applications, there is a possibility that can benefit from the use of tikTok. TikTok’s objectives in the corporate world are shifting from entertainment media platforms to tools for business strategy. Tiktok has many advantages and promotional features that are very profitable to sellers and consumers, such as affiliate tags and some profitable strategies that can facilitate promotions such as trend hashtags and view ads.Keywords: Affiliation, Market Place, Tiktok Shop
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Rizki Nur Salamsyah und Elly Halimatusadiah. „Pengaruh Penerapan Digital Marketing dan Kualitas Pelayanan terhadap Minat Beli pada Usaha Mikro Kecil Menengah“. Bandung Conference Series: Accountancy 3, Nr. 2 (26.07.2023): 757–63. http://dx.doi.org/10.29313/bcsa.v3i2.7631.
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Abstract. The phenomenon of MSME actors who fail to attract maximum buying interest is the focus of this research. This study aims to assess the impact of Digital Marketing strategies on consumer perceptions of service quality and subsequent purchasing decisions. Customer relationship management and service quality factors such as tangibles, reliable accountability, responsiveness authority, competence, courtesy, trust, security, access, communication and customer understanding as measured through Digital Marketing channels such as website dimensions, search engine optimization (SEO ), click-based paid search advertising, affiliate marketing and strategic partnerships, online public relations, social networking, email marketing, and so on. The sample consisted of 263 accounting students who had made purchases online and were regular internet users. Descriptive validation and quantitative methods are used in this study. The results of the research multiple linear regression analysis that (1) Digital Marketing significantly influences purchase intention and (2) service quality significantly influences purchase intention.
Abstrak. Fenomena pelaku UMKM yang gagal menarik minat beli secara maksimal menjadi fokus penelitian ini. Penelitian ini bertujuan untuk menilai dampak strategi pemasaran digital terhadap persepsi konsumen terhadap kualitas layanan dan keputusan pembelian selanjutnya. Manajemen hubungan pelanggan dan faktor kualitas layanan seperti bukti fisik, akuntabilitas yang andal, otoritas daya tanggap, kompetensi, kesopanan, kepercayaan, keamanan, akses, komunikasi, dan pemahaman pelanggan yang diukur melalui saluran pemasaran digital seperti dimensi situs web, optimisasi mesin pencari (SEO) , iklan pencarian berbayar berbasis klik, pemasaran afiliasi dan kemitraan strategis, hubungan masyarakat online, jejaring sosial, pemasaran email, dan sebagainya. Sampel terdiri dari 263 mahasiswa akuntansi yang pernah melakukan pembelian secara online dan merupakan pengguna internet biasa. Validasi deskriptif dan metode kuantitatif digunakan dalam penelitian ini. Hasil analisis regresi linier berganda penelitian bahwa (1) pemasaran digital secara signifikan memengaruhi niat pembelian dan (2) kualitas layanan secara signifikan memengaruhi niat membeli.
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Uzoamaka, Ndubuisi-Okolo Purity, und Stella Chinelo Nwagbala. „Survival Strategies for Nigerian Youths“. South Asian Journal of Social Studies and Economics 18, Nr. 1 (28.03.2023): 25–29. http://dx.doi.org/10.9734/sajsse/2023/v18i1648.
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Honestly speaking, Nigeria is blessed with abundant natural, human and material resources yet her citizens are suffering tremendously especially the youths. This is caused by bad leadership cum lackadaisical attitudes orchestrated by greedy and disgruntled politicians. The conspicuous immediate effect is that the poor are getting poorer while the rich are getting richer on daily basis. It is also obvious that there are problems already on ground in the country ranging from social problems (poverty, unemployment, unequal opportunity, racism, crime, cultism, terrorism, human trafficking, employment discrimination and malnutrition), religious bigotry, economic quagmire, political to environmental problems. These existing problems have done more harm than good especially on the parts of our youths at present. Our youths have resorted to banditry, kidnapping, ritual killings, prostitution, terrorism, child trafficking, yahoo yahoo plus and other innumerable nefarious acts as a result alarming rate of unemployment in the country. This paper unequivocally x-rays the survival strategies for Nigerian youths amidst obstacles in Nigeria. Also, it exposes some of the barriers that could militate against survival strategies. This paper is purely conceptual in nature. The survival strategies include POS Business, Graphic Designs, Food Community Business, Home Lessons, Writing and Selling of E-Books, Home Cleaning Services, Affiliate Marketing e.t.c. while the barriers include Negative Mindset, Pride(the killer of destiny),paucity of vision and faith, religious fraud. We concluded that Nigerian Youths need to desist from seeking white collar jobs to creating viable jobs for themselves and others via the entrepreneurial activities deliberated on so far. We, therefore, recommend and encourage youths to just positively do what they can with all they have, wherever they are and the sky will be their stepping stones.
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Matidza, Isaac, Tao Ping und Chimango Nyasulu. „Use of digital marketing in estate agency industry in Malawi“. E-Learning and Digital Media 17, Nr. 3 (12.03.2020): 253–70. http://dx.doi.org/10.1177/2042753020909210.
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The study aimed at finding out the adoption of digital marketing in estate agency companies in Malawi. The key issue in this study is to check if the companies have embraced the current dominating use of online advertising of the services that they offer to the community they serve through digital marketing. Specifically, the study focused on finding out the digital marketing channels that are used in the industry, the challenges and the strategies in place to achieve the digital marketing goals. The study targeted 10 major real estate companies in Lilongwe city, the capital of Malawi. Out of these 10, six (60%) companies responded to the questionnaire. The study established that estate agency companies in Malawi have adopted online use of digital marketing in selling their services. The channels that are currently in use include Email, Affiliate Marketing, Website and Social Media. On social media, the companies are using Facebook, Instagram, Twitter and WhatsApp. Further, the study revealed that the companies face numerous challenges in their digital marketing drive. These include expensive purchase costs for digital gadgets, lack of well-trained personnel in digital marketing, high operating cost on data usage from Internet service providers and unreliable Internet connectivity. Considering these challenges, some organizations have put in place measures aimed at minimizing the current situation and increasing their customer base through development of mobile apps, linking of websites to other news websites for broader access and frequent updates of their respective websites. Lastly, the study therefore recommends that organizations should aim at equipping their personnel with digital marketing skills, investing more finances in purchase of digital gadgets to increase the level of interaction with the consumers on the property market.
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Makmunah, Nur Saidatul, und Vembri Aulia Rahmi. „Strategi Pemasaran dan Inovasi Produk untuk Meningkatkan Volume Penjualan “Ketan si Emak”“. Reslaj : Religion Education Social Laa Roiba Journal 6, Nr. 3 (22.11.2023): 1544–53. http://dx.doi.org/10.47467/reslaj.v6i3.5597.
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This is a new author's manual and a template for Resligion Education Social Laa Roiba Journal (RESLAJ). Published every February and August since 2019. Articles must start with Article Title followed by Author Name and Affiliate Address and abstract. This part of the UMKM Ketan Si Emak is one of the traditional foods in the village of Gumeno Village. The reason why the author is interested in conducting research is because researchers are interested in the marketing strategies and product innovations that are appliedin Ketan Si Emak MSMEs. MSMEs have a central role in the Indonesian economy. Apart from having a central role in the absorption of labor and the Indonesian economy, MSMEs can also play a role as a controller for distributing labor. Indonesia's economy, MSMEs can also act as a controller to distribute the results of development to all corners and regions. the results of development to all corners and regions in Indonesia. The purpose of this study was to determine the marketing strategy and product innovation in Ketan Si Emak MSMEs. Si Emak. Innovation is ideas for change and development to meet customer needs. Marketing is relationship between sellers and buyers to conduct transactions for goods or services. or service. This type of research uses descriptive research with using qualitative research methods. The location of Ketan Si Emak at Mrs. Munaikah's house located on Jalan Beji, RT 11 RW 05 Gumeno Village, Gresik Regency, East Java. East Java.
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Lestari, Rohmini Indah, und Zaenal Arifin. „Godaan Praktik Binary Option Berkedok Investasi Dan Trading“. Jurnal Ius Constituendum 7, Nr. 1 (15.04.2022): 19. http://dx.doi.org/10.26623/jic.v7i1.4875.
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<p align="center"> </p><p>Penelitian ini bertujuan untuk mengkaji keberadaan praktik <em>operator binary option</em> yang dianggap ilegal di Indonesia. Melakukan investigasi faktor yang melatarbelakangi keberadaan praktik tidak etis yang dilakukan oleh operator <em>binary option</em> yang menimbulkan kerugian pemegang opsi. Penelitian ini menggunakan pendekatan yuridis normatif. Hasil dari penelitian ini menjelaskan bahwa <em>binary option</em> bukan merupakan instrument investasi atau trading. Terdapat kelemahan regulasi dalam mengatur mengenai <em>binary option</em>. Belum ada sanksi hukum yang tegas bagi penyelenggara binary option. Yang dianggap bertindak tidak etis adalah para afiliator dan atau <em>influencer</em>, sehingga afiliator yang memperoleh sanksi hukum. Masih rendahnya tingkat literasi keuangan digital di Indonesia menyebabkan masyarakat sering tergoda iming-iming return tinggi. Mereka belum bisa membedakan antara investasi, <em>trading</em> dan binary option. Penelitian ini juga mengemukakan bahwa metode <em>affiliate marketing </em>digunakan untuk mengambil hati para pemegang opsi. Strategi <em>framing</em> dan <em>flexing</em> berhasil menggoda mereka dalam kondisi tingkat literasi keuangan digital di Indonesia masih rendah.Kebaruan dari penelitian ini berupa penjelasan tentang praktik operator <em>binary option</em> sebagai permainan <em>zero-sum, </em>bukan merupakan investasi maupun <em>trading.</em></p><p> </p><p>This study aims to examine the existence of binary options operator practices considered illegal in Indonesia. Conduct an investigation of the factors behind the existence of unethical practices by binary options operators that cause losses to option holders. This study uses a normative juridical approach. The results of this study explain that binary options are not investment or trading instruments. There are regulatory weaknesses in regulating binary options. There are no strict legal sanctions for binary options operators. Those who are considered to be acting unethically are affiliates and or influencers, so affiliates will receive legal sanctions. The low level of digital financial literacy in Indonesia causes people to be tempted by the lure of high returns. They have not been able to distinguish between investing, trading, and binary options. This study also suggests that affiliate marketing methods are used to win the hearts of option holders. The framing and flexing strategies succeeded in tempting them because the level of digital financial literacy in Indonesia is still low. The novelty of this research is an explanation of the practice of binary options operators as a zero-sum game, not an investment or trading.</p><p> </p><p> </p><p> </p><p><strong> </strong></p><p><strong><br clear="all" /></strong></p>
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Li, Yanjin. „The Analysis of the Marketing Strategy of Shein and Accompanying Word of Mouth on Social Media“. BCP Business & Management 34 (14.12.2022): 1078–85. http://dx.doi.org/10.54691/bcpbm.v34i.3143.
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For the fast fashion economy, the faster the product is updated and the more categories there are, the larger the brand will be. Speed, category, and price are all essential elements for a successful fast fashion business. But all of these elements serve the first principles of the industry. That is, these fast fashion brand companies use various fashion elements to maximize their ability to capture the various social psychologies of the moment and make these fashion elements the popular goods of the period. Therefore, this paper focuses on SHEIN, a brand that is now a huge success in the global apparel market, and evaluates three strategies that it uses to gain insight into consumer psychology and gain word-of-mouth (using data management to gain effective consumer Insights, using affiliate marketing programs to create social media viral spread, and creating a combination of UGC and PGC content with its brand power to enhance users' spontaneous communication behavior). A questionnaire was created to determine the behavior and psychology of customers when purchasing fast fashion items, and 237 people completed it. It was clear that SHEIN's marketing strategy and its novelty of style and low price could attract a group of consumers. However, some drawbacks are also evident, such as customers' overall perception of the brand, which will affect the enhancement of SHEIN's brand value. The results can help SHEIN to create optimized tactics by considering customers' psychology during the post-pandemic era when more people consider more about the sustainability of their consumer behavior.
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Kaltenbaugh, Lance P., Janel C. Molnar, Wesley N. Bonadio, Kendra Divito und James Roeder. „Impact of Marketing Strategies on Campus Recreational Sports Departments“. Recreational Sports Journal 35, Nr. 2 (Oktober 2011): 86–94. http://dx.doi.org/10.1123/rsj.35.2.86.
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The purpose of this study was to examine the need for marketing efforts and a marketing plan within the campus recreation profession. Participants consisted of 218 campus recreation administrators from four-year public and private institutions affiliated with the National Intramural Recreational Sports Association (NIRSA). Results from this research suggest that established marketing strategies and marketing plans provide the campus recreation profession coordination with their marketing efforts. The second component of this research requested that respondent's identify marketing techniques being used in the campus recreation profession. Results from this research suggest that employee skills and responsibilities, external guidelines, budget constraints, and marketing mediums provide challenges to the campus recreation profession.
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Setiawan, Antonius Singgih, und Lina Lina. „Keputusan afiliasi OTA dan kinerja Hotel: Studi Pada Hotel Berafiliasi“. Journal of Business and Information Systems (e-ISSN: 2685-2543) 2, Nr. 2 (06.07.2020): 106–12. http://dx.doi.org/10.36067/jbis.v2i2.76.
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At present, the hotel industry is at a very dynamic level of competition. The intense competition requires hotel managemet to implement the right strategy. One strategy that must be implemented is a digital marketing strategy. Digital marketing strategy is a choice of strategies that are developing at this time. However, the development of hotel marketing practices through digital marketing has not been much followed by research developments in the field of digital marketing in the hotel industry. Therefore, this study aims to prove whether the hotel's decision to implement a digital marketing strategy by affiliating with an online travel agent (OTA) will achieve better performance. The research uses exploratory quantitative methods. Using data collected from 65 respondents who are hotel owners/managers, the data is processed using descriptive statistics. The results showed that the hotel decision affiliated with OTA had a positive impact on hotel performance.
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Kadhim, Mohanad Jameel, Saadoon Hammoood Chitheer und Kadim Samukh Mohsin. „The Effect of Marketing Strategies on the Tourism Development of Archaeological Sites“. Revista Gestão Inovação e Tecnologias 11, Nr. 4 (22.07.2021): 2758–84. http://dx.doi.org/10.47059/revistageintec.v11i4.2317.
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The current study aims to test the impact of marketing strategies on tourism development, as well as to identify the nature of the practice and interest of the Antiquities and Heritage Authority and its affiliated sites, as the importance of the study stems from the limitations of previous studies that tried to identify and know the type of relationship between research variables (marketing strategies, tourism development) Add to this the researcher's attempt to address a realistic problem that mainly affects the tasks and work of the Antiquities and Heritage Authority at the near and far level, so the study adopted the intentional stratified sampling method, and distributed (100) questionnaires as a main tool for data collection, to (director, assistant director, head of department, responsible (Division, employee) at the headquarters of the Commission, and the number of recovered persons was (86), of which (79) were a questionnaire suitable for statistical analysis. Analytical, historical method, and statistical methods were used to analyze the practical aspect (weighted mean, standard deviation, coefficient of variation, relative importance, T-test, simple correlation coefficient Pearson, regression etc. The simple and multiple folding), and the descriptive and inferential statistical analysis has concluded the most prominent result, by employing the Antiquities and Heritage Authority for marketing strategies in tourism development, especially when it uses the market-oriented strategy, focusing on the main customers, and organizational efficiency in promoting the tourism development of the Authority.
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Rodríguez, Miriam Elizabeth Erazo, Alejandra María Carpio Herrera, Gabriela de la Cruz-Fernández und Francisco Campines Barría. „Connecting and Persuading in Times of Change: Marketing Strategies to Drive Organizational Development“. International Journal of Religion 5, Nr. 11 (06.06.2024): 76–84. http://dx.doi.org/10.61707/d85gkg09.
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A documentary review was carried out on the production and publication of research papers related to the study of the variables Marketing, Organizational Development and Times of Change. The purpose of the bibliometric analysis proposed in this document was to know the main characteristics of the volume of publications registered in the Scopus database during the period 2018-2023, achieving the identification of 38 publications. The information provided by this platform was organized through graphs and figures, categorizing the information by Year of Publication, Country of Origin, Area of Knowledge and Type of Publication. Once these characteristics have been described, the position of different authors on the proposed topic is referenced through a qualitative analysis. Among the main findings made through this research, it is found that the United States, with 8 publications, was the country with the highest scientific production registered in the name of authors affiliated with institutions in that nation. The Area of Knowledge that made the greatest contribution to the construction of bibliographic material referring to the study of the variables Marketing, Organizational Development and Times of Change was Administration, Business and Accounting with 18 published documents, and the most used Publication Type during the period indicated above were Journal Articles with 50% of the total scientific production.
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Barría, Francisco Campines, Johanna Maricela Bósquez Gurumendi, Alejandra María Carpio Herrera und Miriam Elizabeth Erazo Rodríguez. „Development of Engineering Solutions for Marketing and Communication: Adaptive Strategies in Consumer Evolution“. International Journal of Religion 5, Nr. 11 (02.07.2024): 2700–2709. http://dx.doi.org/10.61707/eknsvk95.
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A documentary review was carried out on the production and publication of research papers related to the study of the Marketing, Communication and Engineering variables.The purpose of the bibliometric analysis proposed in this document was to know the main characteristics of the volume of publications registered in the Scopus database during the period 2018-2023, achieving the identification of 218 publications. The information provided by this platform was organized through graphs and figures categorizing the information by Year of Publication, Country of Origin, Area of Knowledge and Type of Publication. Once these characteristics have been described, the position of different authors regarding the proposed theme is referenced through a qualitative analysis. Among the main findings made through this research, it is found that the United States, with 33 publications, was the country with the highest scientific production registered in the name of authors affiliated with institutions in that country. The Area of Knowledge that made the greatest contribution to the construction of bibliographic material related to the study of Marketing, Communication and Engineering, was Computer Science with 111 published documents, and the most used Type of Publication during the period indicated above were Conference Articles with 57% of the total scientific production.
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Almeida, Mariana Inah de, Cristiano Ferreira und Camila Pereira-Guizzo. „Marketing Planning 4.0: Framework for Science and Technology Institutes“. Concilium 23, Nr. 5 (01.04.2023): 398–417. http://dx.doi.org/10.53660/clm-1057-23c63.
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Interactions between Science and Technology Institutions (STIs) and the actors of the Innovation Ecosystem are essential to the technological development of businesses and society in a dynamic environment. In this situation, it is essential to integrate innovation and marketing strategies to improve the performance of STIs. There are numerous marketing methods and instruments currently available, but marketing 4.0 stands out. This study proposes a marketing 4.0 planning framework for STIs. To accomplish this, a preliminary systematic literature review and a survey of 14 STIs affiliated with EMBRAPII (Brazilian Enterprise for Research and Industrial Innovation) were conducted. The proposal for a marketing 4.0 planning framework for STIs is based on assumptions derived from a literature review and STIs' responses to a questionnaire. To shift strategic assumptions from the analog to the digital era, it is necessary to act on the consumer, competition, data, innovation, and value domains. Based on these presumptions, the framework consists of five stages: scenario comprehension, mapping/identification, planning/detail, action, and evaluation of results.
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Septriyanti, Siti Nurima, Ririn Puspita Tutiasri und Irmawanti. „THE USE OF TIKTOK AS A MARKETING COMMUNICATION STRATEGY MEDIA ON THE SHERIZ_OFFICIAL ACCOUNT“. JOSAR (Journal of Students Academic Research) 8, Nr. 2 (02.10.2023): 305–14. http://dx.doi.org/10.35457/josar.v8i2.2899.
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The shift in the function of the TikTok feature makes it very easy for business people to market their products. One business account that utilizes the function shift on TikTok is the @Sheriz_Official account. This study aims to determine how TikTok is utilized with the media marketing communication strategy on the @Sheriz_Official account. The theory used in this research is the Mediamorphosis Theory in cyberspace and the 7C Framework Theory to analyze how marketing communication strategies are applied to the @Sheriz_Official account. This research uses a descriptive qualitative approach with qualitative research methods. The data collection techniques used are in-depth interviews, observation, and documentation. The results of this study indicate that the shift in the function of TikTok social media, which gave birth to several business features, is beneficial for business people. The marketing communication strategies that are superior to the @Sheriz_Official account are regularly uploading TikTok video content every day, live streaming capit games, hyperlinking, TikTok Ads, brand community @Sheriz_Official, TikTok Shop, and TikTok Affiliates program. This research concludes that the function shift in the TikTok feature is very well utilized by the @Sheriz_Official account in implementing its marketing communication strategy.
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Bhargava, S., und J. Arakkal. „Regional Public Relations after COVID-19: A new frontier of growth in India’s Public Relations landscape“. CARDIOMETRY, Nr. 23 (20.08.2022): 381–91. http://dx.doi.org/10.18137/cardiometry.2022.23.381391.
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India - a land of vast cultural & linguistic diversity, where ‘word of mouth’ plays a crucial role in building brands. Public Relations have strongly emerged as an indispensable function for protecting and enhancing reputation. With 70% population of the nation living within the rural or semi-urban geographies, and nearly 34% of the same, annually migrating to urban cities in search of a better livelihood and employment, the role of regional Public Relations becomes more intrinsic to “Integrated Communications and Marketing strategies” for brands. The research paper attempts to understand the following: a) Evolution of consumer consumption and engagement through the lens of regional Public Relations in India b) Introduction of the concept of G-LO-RI: Global – Local-Regional c) Challenges faced by professionals/ agencies The research aims to emphasize the need and importance of regional Public Relations. With the help of in-depth interviews and secondary data, the research will deduce the opportunities and scope to grow in this unorganized and untapped regional territories pan India. The research paper has considered variables - demographic factors, purchasing power, access and dissemination of information and news, effects of social channels and influencers, regional content consumption patterns, and urbanization. The qualitative study of these factors aims to share an outlook and future of regional Public Relations in India. As per existing information available at the time of drafting this research paper, there was no such material or reporting evidence in the context of the role and relevance of regional Public Relations in India. This research paper aims to highlight the current ecosystem, gaps, and key findings and showcase the importance, growth, and challenges of regional Public Relations in India. Interpretations/Implications: This study found that the Regional Public Relations industry has grown multi-folds in the past two decades. There have been many contributing factors instrumental towards this growth size, scale, and reach. This study included a mix of national public relations agency professionals and regional Public Relations agency owners/ founders. They shared their journey and explained the concept, growth and evolution, agency revenue model, team size, opportunities, and challenges on the whole. The level of growth is varied region-wise, while Western, Northern, and Southern regions are hot spots of growth of regional Public Relations business, Eastern and North-East region remain a potential growth market. It was also observed that the affiliate model or the associate model of business is prevalent in the industry. The upcoming trends and practices were also discussed with the participants. The agencies have relied heavily on traditional media for a long time, but there is a gradual shift towards creating more digital content, which is data-driven. In due course of the study, it was evident that industry spending differed from one region to another. FMCG, followed by Automobile and Telecom, were the front runners in spends on regional Public Relations, Government and Education sectors have also caught up. The variation is observed due to the general demand and supply rule and socio-cultural factors, including language, customs, lifestyles & values, playing a crucial role.
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Bhargava, Suchitra, und Josraj Arakkal. „Regional Public Relations: A New Frontier of Growth in India’s Public Relations Landscape“. Revista Gestão Inovação e Tecnologias 11, Nr. 4 (16.09.2021): 5340–60. http://dx.doi.org/10.47059/revistageintec.v11i4.2565.
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India - a land of vast cultural & linguistic diversity, where ‘word of mouth’ plays a crucial role in building brands. Public Relations have strongly emerged as an indispensable function for protecting and enhancing reputation. With 70% population of the nation living within the rural or semi-urban geographies, and nearly 34% of the same, annually migrating to urban cities in search of a better livelihood and employment, the role of regional Public Relations becomes more intrinsic to "Integrated Communications and Marketing strategies” for brands. The research paper attempts to understand the following: a) Evolution of consumer consumption and engagement through the lens of regional Public Relations in India. b) Introduction of the concept of G-LO-RI: Global – Local-Regional. c) Challenges faced by professionals/ agencies. The research aims to emphasize the need and importance of regional Public Relations. With the help of in-depth interviews and secondary data, the research will deduce the opportunities and scope to grow in this unorganized and untapped regional territories pan India. The research paper has considered variables - demographic factors, purchasing power, access and dissemination of information and news, effects of social channels and influencers, regional content consumption patterns, and urbanization. The qualitative study of these factors aims to share an outlook and future of regional Public Relations in India. As per existing information available at the time of drafting this research paper, there was no such material or reporting evidence in the context of the role and relevance of regional Public Relations in India. This research paper aims to highlight the current ecosystem, gaps, and key findings and showcase the importance, growth, and challenges of regional Public Relations in India. Interpretations/Implications: This study found that the Regional Public Relations industry has grown multi-folds in the past two decades. There have been many contributing factors instrumental towards this growth size, scale, and reach. This study included a mix of national public relations agency professionals and regional Public Relations agency owners/founders. They shared their journey and explained the concept, growth and evolution, agency revenue model, team size, opportunities, and challenges on the whole. The level of growth is varied region-wise, while Western, Northern, and Southern regions are hot spots of growth of regional Public Relations business, Eastern and North-East region remain a potential growth market. It was also observed that the affiliate model or the associate model of business is prevalent in the industry. The upcoming trends and practices were also discussed with the participants. The agencies have relied heavily on traditional media for a long time, but there is a gradual shift towards creating more digital content, which is data-driven. In due course of the study, it was evident that industry spending differed from one region to another. FMCG, followed by Automobile and Telecom, were the front runners in spends on regional Public Relations, Government and Education sectors have also caught up. The variation is observed due to the general demand and supply rule and socio-cultural factors, including language, customs, lifestyles & values, playing a crucial role. The researcher also came across some looming challenges that the industry currently faces, and recommendations have also been shared at the end of this paper.
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Surmanidze, Natia, Sopiko Tevdoradze und Zurab Mushkudiani. „THE IMPACT OF COVID-19 ON TOURISM MARKETING STRATEGIES AND THE ROLE OF DIGITALIZATION“. Innovative economics and management 11, Nr. 1 (03.04.2024): 68–80. http://dx.doi.org/10.46361/2449-2604.11.1.2024.68-80.
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Natia Surmanidze E-mail: n.surmanidze@ug.edu.ge PhD in Economics, The University of Georgia Tbilisi, Georgia https://orcid.org/0000-0003-2116-6571 Sopiko Tevdoradze E-mail: Sofo.tevdoradze@giu.edu.ge PhD in Business Administration Georgian International University (GIU) Tbilisi, Georgia https://orcid.org/0000-0002-1668-051X0000-0002-1668-051X Zurab Mushkudiani E-mail: Zurab.mushkudiani@giu.edu.ge PhD in Business Administration Georgian International University (GIU) Tbilisi, Georgia https://orcid.org/0000-0003-0987-3564 Abstract: This research explores how the global COVID-19 pandemic has created unprecedented obstacles for the tourist business, which have led to rapid changes in its landscape. Specifically, it looks at how tourism organizations have adopted technology and changed their marketing methods. The study examines the complex links between technology adoption, organizational dynamics, and external environmental factors using the Technology-Organization-Environment (TOE) paradigm as a conceptual lens. The research posits and empirically tests four hypotheses: (1) the pandemic significantly influences a shift from classical to digital marketing strategies, (2) organizational dynamics play a crucial role in the successful integration of digitization efforts, (3) external environmental factors, particularly the pandemic, shape the urgency and nature of digitization strategies, and (4) effective analysis of various indicators, feedback mechanisms, and sales metrics significantly contributes to the success of digital marketing strategies. In order to obtain valuable insights, the study uses statistical techniques such as logistic regression, multiple regression analysis, correlation evaluation, Chi-Square tests, and logistic regression that were carefully designed and distributed to eighteen tourism companies affiliated with Georgia's national tourism agency. Results highlight the paradigm shift towards digital marketing brought about by the pandemic, the critical role played by organizational dynamics, the impact of external environmental factors, and the critical importance of data-driven analysis in augmenting the effectiveness of digital marketing in the tourism industry. In order to help stakeholders in the tourism industry navigate the possibilities and difficulties provided by the post-pandemic digitally altered landscape, this research adds a nuanced understanding of the complex dynamics surrounding technology adoption, digital strategies, and organizational responses. Keywords: Tourism digitization; COVID-19 impact; Digital marketing strategies; Organizational dynamics; Technology-Organization-Environment framework. JEL classification: L83, Q55, O33
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Lekhanya, Lawrence Mpele. „The Impact Of Viral Marketing On Corporate Brand Reputation“. International Business & Economics Research Journal (IBER) 13, Nr. 2 (27.02.2014): 213. http://dx.doi.org/10.19030/iber.v13i2.8437.
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This paper reports on the impact of viral marketing on corporate brand reputation. The study aimed to analyse and evaluate the use of viral marketing and the impact it has on the reputation of corporate branding of South African companies. The study was conducted in four South African provinces. The sample consisted of 75 companies, selected using a stratified sampling method, with respondents completing a five-point Likert scale questionnaire with the assistance of an interviewer. The results revealed that the majority of respondents were either neutral or disagreed that people make positive comments about their companies via viral marketing. The paper will benefit company managers, marketing managers, company owners, and all affiliated stakeholders in emphasizing a new way to consider future viral marketing strategies, understanding its impact on corporate brand reputation, and how to manage negative comments pertaining to corporate brand reputation. Most work on viral marketing has concentrated on viral marketing campaigns, with little emphasis on the impact of viral marketing on corporate brand reputation. The findings are limited by the studys exploratory, quantitative nature and small sample. Generalizing should be done with care and further research with larger samples and consideration of other provinces is therefore recommended.
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Kuspriyadi, Indra, Marlina Widiyanti, Aslamia Rosa und Muchsin Saggaff Shihab. „influence of product quality and digital marketing on the performance of SMEs“. International journal of business, economics & management 6, Nr. 4 (26.12.2023): 296–303. http://dx.doi.org/10.21744/ijbem.v6n4.2228.
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This research explores the intricate dynamics between product quality, digital marketing strategies, and Small and Medium Enterprises (SMEs) performance. The study focuses on the entire population of 43 SMEs affiliated with the Representative Office of Bank Indonesia in South Sumatra Province in 2022. These SMEs benefit from comprehensive guidance provided by Bank Indonesia consultants and actively participate in mentoring programs spanning both conventional and Sharia SME schemes, reflecting a census-based sample selection. The findings derived from multiple linear regression analysis underscore a noteworthy positive and significant impact of product quality and digital marketing on SME performance. In a marketplace saturated with similar products in South Sumatra Province, SMEs must cultivate distinctive attributes that resonate with the local community, thus enhancing their competitive edge. Additionally, the geographical remoteness of SMEs from the city center emerges as a pivotal factor influencing their performance. This remoteness not only affects production logistics but also poses challenges to sales, thereby shaping the overall performance landscape of these enterprises. In essence, this research contributes valuable insights into the multifaceted relationship between product quality, digital marketing strategies, and the performance of SMEs, particularly those aligned with Bank Indonesia in South Sumatra Province.
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Awale, Sushil. „Market Orientation of Tribhuvan University Colleges“. Journal of Nepalese Business Studies 13, Nr. 1 (31.12.2020): 135–46. http://dx.doi.org/10.3126/jnbs.v13i1.34725.
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Tribhuvan University is the largest university in Nepal. The marketing of educational services is still a debatable issue in Nepal. This study analyzes the market orientation of Tribhuvan University’s constituent colleges and affiliated colleges. The relationship among various dimensions of market orientation like customer focus, addressing student employer need, competition-oriented strategies, integration of organizational activities were examined and the impact of these dimensions was measured in terms of student satisfaction. This study is a quantitative causal analysis. Students of Tribhuvan University affiliated colleges were surveyed on the market orientation of the college. The study found that most of the colleges were not market-oriented. The study showed a positive correlation among student orientation, employer orientation and integrated activities. Further studies could analyze the market orientation of other Nepalese universities and the market orientation of particular faculty of the university.
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Saeid Nahaei, Vahid, und Farzad Naziri-Oskuei. „Fuzzy Clustering Approach for Marketing Recycled Products of Tabriz Municipality Waste Management Organization“. International journal of Innovation in Marketing Elements 1, Nr. 1 (24.10.2021): 25–36. http://dx.doi.org/10.59615/ijime.1.1.25.
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The main concern of municipalities is the realization of sustainable revenues. Organizations affiliated with municipalities should play a role in generating revenue by defining specialized tasks while assisting municipal tasks. Tabriz Municipality Waste Management Organization seeks to achieve this by defining its strategies and goals. The organization has implemented various projects to generate revenue from recycled products. Poor planning and failure to fully outsource are among the obstacles of this organization. Therefore, marketing of recycled products is an important project. Lack of careful planning in this regard, marketing costs and weakness of private sector investment projects are the most important obstacles facing the organization. This article has determined the degree of homogeneity of waste organization projects in the marketing of recycled products with a fuzzy clustering approach and according to the opinions of experts. The results show that some of the organization's projects lack value. Instead, some projects, such as the construction of a recycling town with a variety of recycled products, renewable energy recycling, and plastic recycling with a variety of products, have similar features in the product mix marketing element, and this can reduce marketing costs and Focus on such projects.