Journal articles on the topic 'MARKETING TACTIC'
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Lapierre, Matthew A., and Eunjoo Choi. "Parental awareness of new online advertising techniques targeting children: an exploratory study of American parents." Young Consumers 22, no. 2 (May 20, 2021): 290–305. http://dx.doi.org/10.1108/yc-12-2020-1271.
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Purpose This study aims to examine what parents from across the USA know about online advertising/marketing tactics directed at children, their familiarity with these tactics and what they believe about the appropriateness of using these promotional methods to target children. Design/methodology/approach The online survey company Qualtrics was used to collect data from 500 parents in the USA. Parents had to have at least one child between the ages of 5 and 14 to participate. To ensure socio-economic diversity, half of the participants had an associate degree or more of schooling while the other half of participants had some college or less. Participants were given vignettes describing 11 different online advertising/marketing tactics and were asked how familiar they were with each tactic, whether they could identify the tactic by name, at what age they believed their child could understand the promotional intent of the tactic and the age that they thought it was ethical to use this tactic with children. Findings The results revealed that parents were only moderately familiar with many of these advertising/marketing tactics and had difficulty identifying most of them by name. In addition, parents reported that, on average, most 11-year-old children would understand the purpose of these marketing approaches and that it was ethical to target children with them. Originality/value The results of this exploratory study offer researchers some key insights into how American parents perceive online advertising that targets children.
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Sokolova, Natalia. "Translation of IT Marketing Texts: Linguistic and Pragmatic Factors." Vestnik Volgogradskogo gosudarstvennogo universiteta. Serija 2. Jazykoznanije, no. 1 (March 2020): 167–77. http://dx.doi.org/10.15688/jvolsu2.2020.1.14.
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The paper focuses on translating specialised marketing texts of software vendors and draws upon lexical units thereof and translation tactics employed in the process. The research material is English marketing texts of SAP and their German and Russian translations. Our hypothesis is that the choice of translation tactics may be conditioned by intertwined linguistic and pragmatic factors. To achieve the goal – to identify factors influencing the translator's tactic choice of rendering English lexical units of marketing texts into German and Russian – the following methods have been utilized: the continuous sampling, comparative, descriptive ones, and the lexico-semantic analysis. The findings demonstrate that the choice of translation tactics in this respect can be conditioned by the following linguistic and pragmatic factors: 1) translatological information types, with all the four types being present in the material of study (cognitive, operative, emotive, and aesthetic); 2) target languages and cultures (German or Russian); 3) the lexico-semantic structure of the lexical units under study. With regard to cognitive information, the use of the precise information transfer tactic is relevant while correct information presentation can be avoided as some terms and abbreviations are left untranslated, with the latter tactic being prevailing in the German texts. As for emotive, aesthetic, and operative information, stylistic adaptation can be evident in the Russian target texts as opposed to the German ones.
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Dörnyei, Krisztina Rita. "Limited edition packaging: objectives, implementations and related marketing mix decisions of a scarcity product tactic." Journal of Consumer Marketing 37, no. 6 (June 26, 2020): 617–27. http://dx.doi.org/10.1108/jcm-03-2019-3105.
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Purpose Marketing practitioners consider packaging as a promising marketing tool, but current academic research covers mostly regular packages. Filling this gap, this paper aims to analyze why and how companies use limited edition packaging (LEP), which is defined as a scarcity product tactic, using the package exclusively to create a limited offer. Design/methodology/approach This study adopted a grounded theory methodology and used a qualitative collective case study design by analyzing 175 LEP launches in the beverage sector between 2000 and 2019. Findings The empirical-based conceptualization of LEP tactics provided here describes the crucial marketing dimensions in which strategic decisions are made regarding objective of release, implementation and related marketing mix decisions. Results show that LEP tactics serve parallel brands, sales and product strategy-related goals; LEPs are characterized by intensity, theme (occasion) and design characteristics, such as typicality, and marketers use various marketing mix combinations (i.e., pricing, distribution and advertising) in relation to the LEP offer. Originality/value To the best of author’s knowledge, it is the first conceptualization of this special type of scarcity tactic. This study also assists academics by providing an agenda for future research in this domain.
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Nirmalasari, Leli, Alwiyah Alwiyah, Po Abas Sunarya, and Aropria Saulina Panjaitan. "A Digital Marketing Strategy Based on Applications to Rise Customer Satisfaction." International Journal of Cyber and IT Service Management 2, no. 2 (September 20, 2022): 139–45. http://dx.doi.org/10.34306/ijcitsm.v2i2.110.
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Increasingly advanced facilities are produced by technological advancements, which can be employed as a medium in the growth of a customer satisfaction-focused organization. Applying digital marketing tactics in marketing activities is one example of technology integration. This study aims to investigate the theoretical underpinnings of application-based digital marketing tactics. This kind of research uses a qualitative descriptive methodology. Secondary data from earlier studies' theoretical and empirical results gathered via literature studies is known as research data. The discussion concludes that choosing the best digital marketing strategy entails analyzing internal and external aspects before integrating application-based digital marketing methods into a corporation. This marketing tactic puts a focus on brand communication to raise consumer happiness. Theoretically, application-based digital marketing methods can boost brand trust and loyalty in addition to brand satisfaction.
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Kaitharath, Thankachan Jose. "Greenwashing - A marketing tactic or genuine commitment?" Journal of Management Research and Analysis 10, no. 1 (April 15, 2023): 1–2. http://dx.doi.org/10.18231/j.jmra.2023.001.
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Ratcliffe, Jason. "Tactic matters: focus your marketing on client needs." Journal of Aesthetic Nursing 8, no. 7 (September 2, 2019): 352–53. http://dx.doi.org/10.12968/joan.2019.8.7.352.
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Commonly, it can be tempting to market a product or service to as wide an audience as possible. Going back to basics, this article will suggest re-thinking marketing tactics and remembering what a product is really for: helping someone
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Khenresta, Tsanaa, Yonaz Salasa, and Rani Chandra Oktaviani. "Implementasi Digital Marketing PT. Taman Wisata Candi Selama Pandemik Covid-19." Emerging Markets : Business and Management Studies Journal 9, no. 1 (October 15, 2021): 65–72. http://dx.doi.org/10.33555/embm.v9i1.191.
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This study discusses how the implementation of the marketing communication strategy of PT. TWC on social media during the Covid-19 pandemic. This study aims to understand the marketing communication strategy of PT. TWC on social media and understand the tactics and alternative promos of PT. TWC during the Covid-19 pandemic. The research was conducted in a qualitative descriptive manner by conducting interviews with internal informants, external informants, and expert informants. In addition, literature review and observations were carried out. This study shows that there is a digitalization trend carried out by PT. TWC. In addition, PT. TWC is also using virtual tours as an alternative tactic to its marketing communication strategy
Keywords: Covid-19 pandemic, social media, marketing communication strategy, virtual tour
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Willis, Erin, and Marjorie Delbaere. "Patient Influencers: The Next Frontier in Direct-to-Consumer Pharmaceutical Marketing." Journal of Medical Internet Research 24, no. 3 (March 1, 2022): e29422. http://dx.doi.org/10.2196/29422.
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Social media influencers are becoming an increasingly popular strategic communication tactic used across industry verticals, including entertainment, fashion, and beauty, to engage directly with consumers. Pharmaceutical companies have also recently entered the social media marketing arena and—within the bounds of governmental regulations—have found ways to build relationships directly with patients using covert persuasion tactics like partnering with social media influencers. Due to consumers’ negative perceptions of pharmaceutical companies, it makes sense that new marketing tactics are being used to establish and improve relationships with consumers. Previous research well documents the ethical dilemmas of direct-to-consumer advertising, and there is recent burgeoning literature on online covert marketing tactics. The academic and medical literature, however, is behind in regard to social media influencers used in health and medicine. This paper highlights and defines terms used in industry practice, and also calls for more investigation and sets forward a research agenda. As consumers spend more time online and patients continue to consult social media for health information, it is important that this new marketing trend does not go unnoticed.
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Cox, M., and M. Cook. "Luminescent ecstasy tablets. Authentication tool or cunning marketing tactic?" Forensic Science International 249 (April 2015): e1-e6. http://dx.doi.org/10.1016/j.forsciint.2015.01.019.
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Yagnik, Arpan, Sujo Thomas, and Susmita Suggala. "CREATIVITY CENTRED BRAND MANAGEMENT MODEL FOR THE POSTCOVID MARKETING 5.0 WORLD." Journal of Content Community and Communication 12 (December 31, 2020): 227–36. http://dx.doi.org/10.31620/jccc.12.20/21.
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This article directly responds to the call for new visions that impact the field of brand communications in the Marketing 5.0 world. It does so by using creative principles to deconstruct and reconceptualize an important marketing management tactic namely brand management. Brand management is a polarizing tactic in the overall strategic marketing planning. It is easy to find scholars and practitioners in support of it as well as opposing it. This article reviews popular existing brand management strategies to see how creativity is treated and presents a new futuristic model of where and how should creativity be in the overall brand communication and management process. This model helps marketers take advantage of creativity principles. The model will reimagine the narrative of brand management and creativity will be included in the dynamic mix where the changes will hopefully have a deeper impact on the future brand management practices and its positioning in the overall marketing management.
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Juozėnaitė, Eglė. "Emotion-based communication: the specifics of fear and hope tactics." Socialiniai tyrimai 46, no. 1 (June 22, 2023): 103–17. http://dx.doi.org/10.15388/soctyr.2022.46.1.6.
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Relevance and problem of the topic. Transmitting accurate information in the most appropriate way is an important today’s need. (Singh, Rai, et al., 2021, p. 2052). Authors Del Valle, 2021; Woodcock, 2018; Jakubanecs et al., 2019; Andrews et al., 2014; Kim et al., 2021; Gravante and Poma, 2021, states that emotional communication is often used to send a message from the sender to the recipient in a clear and compelling way, emotional communication is also used to establish an emotional connection, persuade, create associations, build loyalty, encourage desired consumer behavior. According to Dembek (2016, p. 117), emotions are separated from consumers, adjusted to become unique to the desired brand image (e.g., Coca-Cola), and then passed on to consumers in the hopes of reconciling their emotional state with marketing goals.Problems. Fear and hope tactics are quite often used as marketing and communication tools to influence an audience. It is important to understand the specifics of these communication tactics because not having enough knowledge about the reaction of recipients to these emotions, can have the opposite effect: cause adverse reactions, cause reputational crises, psychological, social, and financial losses. Properly selected communication can help companies achieve a competitive advantage in the markets, create greater added value, help shape the desired behavior of communication recipients, and predict the impact of communication on recipients.The problem analyzed in this article can be defined by the following questions: Which communication tactics, based on the emotion of fear or hope, should communication professionals use? What are the specifics of hope and fear communication tactics? What effects can they have?The objective of the research is the specifics of fear and hope tactics in communication.The object of the article is to review and analyze communication tactics based on fear and hope.Tasks:1. To analyze the fear tactic in communication.2. To review the tactic of hope in communication.Methods: Comparative theoretical analysis and synthesis of the literature, generalization.
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Guo, Wenxia, and Kelley Main. "The effectiveness of matching sales influence tactics to consumers’ avoidance versus approach shopping motivations." European Journal of Marketing 51, no. 9/10 (September 12, 2017): 1577–96. http://dx.doi.org/10.1108/ejm-05-2016-0278.
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Purpose Adaptive selling can help build positive relationships between salespeople and consumers. The literature shows that consumers respond positively to salespeople under approach but not avoidance motivations. This paper aims to demonstrate a circumstance under which consumers with avoidance motivations can also respond positively, something not previously shown in the literature. Design/methodology/approach This research paper uses three experimental between-subject designs to test hypotheses. Findings The current research identifies appropriate sales influence tactics (e.g. a customer-autonomy-oriented or a loss-avoidance-oriented influence tactic) where consumers with avoidance motivations can also respond to sales agents positively by the evidence of higher purchase intentions. In addition, this research shows that consumers with approach motivations may not always respond positively to salespeople. Further, goal facilitation appraisals of the salespeople serve as a mechanism between consumers’ shopping motivations and their behavioral responses (e.g. purchase intentions). Originality/value First, while the previous literature demonstrates that approach motivations generally lead to more positive effects (Elliot and Trash, 2002), this research indicates that avoidance motivations can also have positive effects, which is a finding that has not been demonstrated in the literature thus far. Second, this research identifies goal facilitation appraisals as one underlying process that explains the interactive effect between matching influence tactics and consumers’ approach/avoidance motivations when shopping. Third, the authors integrate regulatory focus theory by using gain- or loss-avoidance-oriented sales influence tactics to match approach and avoidance motivations.
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Dašić, Dejan, Nataša Milojević, and Aleksandra Pavićević. "Ethical aspects of guerrilla and ambush marketing." Ekonomski signali 15, no. 2 (2020): 49–69. http://dx.doi.org/10.5937/ekonsig2002049d.
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The paper analyzes the ethical aspects of guerrilla and ambush marketing in the time of the great crisis of the advertising industry and sponsorship agreements. Guerrilla marketing is a creative, imaginative, unexpected, unusual, aggressive, interactive, fun, cheap, inspiring, convincing, mobile and flexible way of achieving marketing goals. We can define ambush marketing as a tactic, which is contrary to the ethical principles of business, especially towards the competition in the form of other sponsors at a certain event. Unethicalness is highlighted in attempts to marginalize the activities of other sponsors who have acquired rights under a contract with the sponsoring entity.
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Zhou, Chenfeiyang. "The Influence of Marketing Strategies Used by Chinese Clothing Brands." Advances in Economics, Management and Political Sciences 24, no. 1 (September 13, 2023): 256–61. http://dx.doi.org/10.54254/2754-1169/24/20230447.
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Chinese clothing producers have increased their market presence in recent years. Many firms have been using unique marketing strategies to satisfy the needs of their consumers. Local brands are now major competitors to global players as they have been expanding quickly in recent years. Chinese apparel companies have used a variety of marketing techniques to reach their target market in an effort to achieve a competitive edge. A market study was carried out in order to identify and thoroughly assess the marketing tactics used by Chinese garment brands. The research methodology employed a mixed-method approach, combining qualitative and quantitative data collection methods. The qualitative data was obtained through in-depth analysis and case studies of several prominent Chinese clothing brands. The quantitative data was gathered using an online survey from a sample of 200 Chinese consumers who have purchased clothing from local brands, and they are all of the different ages. The results show that Chinese apparel businesses use a variety of marketing techniques, such as celebrity attraction, knowledge marketing, and short video marketing, to draw in buyers. The best marketing tactic for raising brand awareness and fostering consumer trust was shown to be celebrity attraction. Young customers, who are more prone to base their purchasing decisions on suggestions from social media, have been proven to be good candidates for social media marketing campaigns. Customers may be engaged and given a positive brand experience through knowledge marketing; it has been discovered.
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Ta Thu, Thuy. "Art symbols with the expression of talented thoughts in the Poetry – Sino Vietnammese poems in the medieval literature of Viet Nam." Journal of Science Social Science 65, no. 8 (August 2020): 86–97. http://dx.doi.org/10.18173/2354-1067.2020-0053.
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Using symbols to express marketing ideas is considered as an important artistic tactic in Vietnamese poetry. Through the use of artistic symbols of the authors, they can be generalized into two basic groups as follows: The symbols show off; Icons show a compassionate attitude. Depending on the purpose of the writer and the level of marketing, symbols are used in different ways. Thereby, reader sees the diversity in the form of expressing the ideal of marketing in poetry - rich and loyal.
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Granheim Ionata, Sabrina, Katrin Engelhardt, Patti Rundall, Stella Bialous, Alessandro Iellamo, and Barrie Margetts. "Interference in public health policy." World Nutrition 8, no. 2 (December 8, 2017): 288. http://dx.doi.org/10.26596/wn.201782288-310.
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Despite countries’ commitments to improve nutrition, starting with the protection of breastfeeding, aggressive marketing of breastmilk substitutes continues to promote their indiscriminate use. The baby food industry appears to use similar interference tactics as the tobacco industry to influence public health, promote their products and expand their markets.
Learning from the tobacco experience, this paper assesses whether the baby food industry uses any of the six tobacco industry interference tactics recognized by the World Health Organization (WHO) and summarizes examples of documented evidence.
We conclude that the baby food industry uses all six tactics: (1) manoeuvring to hijack the political and legislative process; (2) exaggerating economic importance of the industry; (3) manipulating public opinion to gain appearance of respectability; (4) fabricating support through front groups; (5) discrediting proven science; and (6) intimidating governments with litigation. There is abundant anecdotal evidence. Published evidence is limited and varies by tactic. Examples of interference are provided for the Philippines, Vietnam, Laos, Turkey, Ecuador, Hong Kong, Mexico and the United Kingdom, and most for Tactic 3.
Interference in public health policies shows commonalities between the two industries. The tobacco control movement offers a useful framework for classifying and addressing interference with public policy by the baby food industry. Revealing the depth and extent of interference used by the baby food industry is critical if countries are to counter interference and implement commitments to improve nutrition.
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Bernhardt, Jay M., Darren Mays, Doğan Eroğlu, and Katherine Lyon Daniel. "New Communication Channels: Changing the Nature of Customer Engagement." Social Marketing Quarterly 15, no. 1_suppl (March 2009): 7–15. http://dx.doi.org/10.1080/15245000902960924.
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Health communication and marketing professionals represent an exceptionally diverse field in their backgrounds and professional interests. A common factor among those who develop and implement health communication and marketing programs is the tactic of customer engagement. The widespread growth of new communication channels, however, has made it critical that health marketing professionals consider both new and traditional channels in developing health marketing programs to engage customers and deliver health information. Whereas there has been substantial progress in efforts to engage customers through these new channels, future work is needed to examine how these new channels can be integrated with traditional channels in health programs and to incorporate existing marketing knowledge into health promotion and disease prevention efforts.
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Syafril, Syafwendi, and M. Fuad Hadziq. "Islamic Principles in Marketing: An Overview of Islamic Marketing mix in Social-Media Campaign." El-Qish: Journal of Islamic Economics 1, no. 1 (August 17, 2021): 69–82. http://dx.doi.org/10.33830/elqish.v1i1.1568.2021.
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The increasing number of internet users among Muslims worldwide has open opportunities for business players to develop Islamic marketing and get attention from them. Social media becomes a popular platform for the Muslim community to interact, communicate, and share regarding humanity, education, donation, and the Islamic lifestyle. This paper arranges to analyzes the Islamic marketing mix that must be existed in social media campaigns. The Islamic principles in marketing are the main key to determine whether businesses not only provide sharia-compliant products and services but also succeed to comminates it based on Islamic ethics and value. The library research was conducted in research methodology to review marketing theory and concept from an Islamic perspective. Findings. The analytical result shows that the integrated Islamic principles such as halalan tayyiban, anti-monopoly, gharar, speculation, excessive action, manipulative sales tactic, etc., should be eliminated in the marketing mix in social media campaigns. All that aims to ensure marketing activities run properly according to Shariah principles.
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Mann, Manveer K., and Yuping Liu-Thompkins. "Shopping online? The role of imagination and gender." European Journal of Marketing 53, no. 12 (December 3, 2019): 2604–28. http://dx.doi.org/10.1108/ejm-04-2018-0226.
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Purpose This study aims to examine gender differences in the impact of imagining product use on purchase decisions. The authors argue that while imagination can enhance purchase intention for female consumers, it can be detrimental to male consumers. This study explores the conditions under which imagination can be turned into a positive device for male consumers. Design/methodology/approach Three experimental studies were conducted. The first two studies illustrate the differential effects of imagination on males vs females. Given the negative effect found among males, the third study focused exclusively on male consumers to identify conditions under which the negative impact of imagination on these consumers can be alleviated. Findings Studies 1 and 2 show that while an imagination tactic has positive or no effect on female consumers, a generic imagination request lowers male consumers’ purchase intention. Focusing on potential ways of alleviating this negative effect, Study 3 shows that for males without prior brand ownership experience, imagining product use in a less-typical context can increase purchase intention. Research limitations/implications The results provide evidence that gender impacts the effectiveness of imagination in improving product evaluation. Furthermore, the context of imagination and previous brand experience can be used together to determine how male consumers respond to imagination. Practical implications The study’s findings warn against the blind use of imagination tactics. Instead, retailers need to customize imagination tactics based on gender, previous brand experience and product usage context. Originality/value To the best of the authors’ knowledge, this is one of the first papers to examine the impact of gender on the influence of imagination on product evaluation.
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Wright, Bianca. "Beyond product placement." Communicare: Journal for Communication Studies in Africa 30, no. 1 (October 17, 2022): 47–65. http://dx.doi.org/10.36615/jcsa.v30i1.1665.
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In South Africa, advergaming currently does not reach a mass audience because of the lownumber of Internet users and the high cost of Internet access. However, as a brand communicationtool, advergaming has the potential to be used as a viral marketing tactic. The article analysesthe potential of the mobile environment as a catalyst for enabling the use of advergaming as aviral marketing tool in South Africa and proposes a theoretical model derived from an analysis ofexisting literature and observation, for operationalising mobile advergaming.
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Enyinda, Chris I., Alphonso O. Ogbuehi, and Chris H. Mbah. "Building pharmaceutical relationship marketing and social media impact." International Journal of Pharmaceutical and Healthcare Marketing 12, no. 2 (June 4, 2018): 198–230. http://dx.doi.org/10.1108/ijphm-02-2017-0007.
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Purpose The purpose of this paper is to identify key social medial channels which pharmaceutical firms need to consider when desiring to understand consumer behavior, build, maintain and proactively manage relationships. Also, it proposes the application of analytic hierarchy process (AHP) sensitivity analysis algorithm to test the stability or robustness of the priority ranking. Specifically, this paper leverages performance sensitivity analysis to evaluate how small changes (perturbation) in the major objectives of the pharmaceutical relationship marketing (PRM) tactics within the social media environment will influence the ranking of the alternative course of actions. Design/methodology/approach This paper used AHP-based questionnaire survey to evaluate the relative importance of factors accounting for PRM and the impact of social media channels. The major objectives and the alternative strategies used were from literature reviewed. Interviews with senior managers were insightful and helpful in the wording, content and format of the questionnaire. Findings Customer engagement is the most important PRM tactic, followed by communication and trust. The performance sensitivity analysis carried out on the PRM tactics showed that the ranking associated with social media channel options remained robust or insensitive to small perturbations. Research limitations/implications The data procured for this paper were based on one focal pharmaceutical firm. Convincing the same to grant an interview and late responding to the questionnaire was a great challenge. Practical implications Social media impact on pharmaceutical marketing relationship is important for pharmaceutical marketers. PRM bodes well with the social media environment. Pharmaceutical industry can build and maintain relationships with consumers through social media. Firms that leverage social media to enhance their PRM tactics will be viewed favorably in terms of trust, transparency, openness and honesty. The results provide pharmaceutical marketing managers with insightful and valuable information with respect to the role or social media impact on the PRM. The AHP model, objectives and their relative importance provide valuable information for managers on how to monitor the values that matters to customers the most. Originality/value This paper is one of the very few on the PRM and perhaps the first that examines social impact leveraging the AHP model. In addition, this paper contributes to the relationship marketing literature by leveraging a multi-criteria decision-making algorithm to prioritize the most important factors accounting for the PRM strategies.
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Das, Gopal, Rajat Roy, and Vik Naidoo. "When do consumers prefer partitioned prices? The role of mood and pricing tactic persuasion knowledge." Journal of Business Research 116 (August 2020): 60–67. http://dx.doi.org/10.1016/j.jbusres.2020.05.013.
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Kemp, April, Elizabeth Randon McDougal, and Holly Syrdal. "The Matchmaking Activity: An Experiential Learning Exercise on Influencer Marketing for the Digital Marketing Classroom." Journal of Marketing Education 41, no. 2 (October 2, 2018): 141–53. http://dx.doi.org/10.1177/0273475318803415.
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Influencer marketing is an emerging technological disruptor for marketing across a wide range of industries. This tactic allows companies to promote products in a more organic, trust-affirming manner compared with other forms of paid advertising. As the use of influencer marketing is rapidly growing, marketing educators have a unique opportunity to prepare students to perform this in-demand marketing skill. This article outlines a classroom exercise, called the Matchmaking Activity, which introduces the concept of influencer marketing, provides hands-on experience, and encourages critical thinking to solve a simulated marketing dilemma. The end goal is for students to gain confidence that can be applied to a real-world marketing environment. To assess the effectiveness of the Matchmaking Activity, the exercise was conducted with students in digital marketing classes. Based on findings from a post-activity reflection survey completed by students, the Matchmaking Activity results in the achievement of several desirable learning outcomes. Ideas for adapting this exercise for use in a variety of other marketing courses are also provided.
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Dastgerdizad, Hadis, Rachael D. Dombrowski, Noel Kulik, Kathryn A. G. Knoff, Bree Bode, James Mallare, Dariush K. Elyaderani, and Ravneet Kaur. "Enhanced Measurement of Sugar-Sweetened Beverage Marketing to Young Immigrant Children in Grocery Store Environments." Nutrients 15, no. 13 (June 30, 2023): 2972. http://dx.doi.org/10.3390/nu15132972.
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The marketing of Sugar-Sweetened Beverages (SSBs) within grocers is an obesogenic factor that negatively impacts children’s nutritional behavior, specifically for people from racial and ethnic minority groups, such as immigrants. We aimed to develop and employ a methodology that more precisely assesses the availability, price, and promotion of SSBs to young immigrant children within independently owned grocery stores. A case comparison design was used to explore the differences in the grocery store landscape of SSB marketing by conducting an enhanced Nutrition Environment Measures Survey-SSB (NEMS-SSB) within 30 grocery stores in the Hispanic and Latino enclaves in Southwest Detroit, in the Arab and Chaldean enclaves in North-central Detroit, and in Warren, Hamtramck, and Dearborn, in comparison with 48 grocers in Metro Detroit. Unsweetened, plant-based, and organic toddler and infant beverages, as well as questions about marketing, were added to the original NEMS to capture the promotion tactics used in marketing SSBs. NEMS-SSB scores revealed that, in the immigrant enclaves, there was a significantly higher availability of SSBs in grocery stores (−2.38), and they had lower prices than those in the comparison group (−0.052). Unsweetened, plant-based, and organic beverages were unavailable in 97% of all participating grocery stores across both groups. Signage featuring cartoon characters was the most frequent in-store SSB marketing tactic across both groups. Widespread SSB marketing toward toddlers within the grocery stores in immigrant enclaves could be linked with the higher early childhood obesity prevalence among the immigrant population. Our findings can assist local and national organizations in developing and implementing healthy eating interventions. This study must be repeated in other immigrant enclaves across states to provide comparable results.
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Zhan, Zhilan. "Research on the Market Positioning and Brand Marketing Strategy of Meilifamily Food." Highlights in Business, Economics and Management 2 (November 6, 2022): 277–88. http://dx.doi.org/10.54097/hbem.v2i.2374.
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With the improvement of Chinese people’s living standards, people have taken a strong interest in bread and pastry after meeting the basic conditions of food and clothing. In this market, large bakery companies and small pastry shops began springing up all over the place. However, it is a common problem for every bakery enterprise that how to create a hit among customers and how to make the enterprise gain long-term development. With the experience of brand development of typical bakery companies, this paper takes Jiaxing Meilifamily Food of Zhejiang Province as a case. It analyzes this company's internal and external environment, its development process and strategy. Specifically, the author investigates Meilifamily Food’s development using the “STV” triangular model (Strategy, Tactic, and Value) as the basic analyzing framework. At first, then the author explores the corporate strategy including market segmentation and positioning; then discusses the tactics with the 4Ps theory (Product, Price, Place, and Promotion); at last, the concept of brand, service, and quality value to the company are deepened. By summarizing the experience and strategy conducive to development from the case of Meilifamily Food, combining it with reality, this paper analyzes how to make the brand of small and medium-sized bakery enterprises bigger and stronger, giving other similar food processing enterprises worthy of reference experience.
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Zeiss, Jessica, Les Carlson, and Elise Johansen Harvey. "Firm receptivity regarding marketplace vs political ties." American Journal of Business 35, no. 3/4 (August 3, 2020): 129–51. http://dx.doi.org/10.1108/ajb-09-2019-0069.
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PurposePrior research has examined the sociopolitical force as simply a part of all types of environmental pressures, yet we argue that this force calls for a unique examination of marketing's role in firm responses to sociopolitical pressures. Understanding the degree to which firms attempt to manage forces and pressures in the external business environment is key to understanding marketing's role in impeding vs aiding public policy initiatives, and is the problem this research investigates.Design/methodology/approachUsing structural equation modeling, data from 71 firms demonstrate that managing the sociopolitical force is, in fact, distinct from managing the other four market-based forces – consumer demand, supplier power, competition and technological shifts. Managing the sociopolitical force is shown to require fundamentally different skills and resources.FindingsResults suggest that firm sociopolitical receptivity drives attempts to influence this unique external business environmental force, in turn limiting marketplace sociopolitical receptivity. Furthermore, attempts to influence such a unique force relies on resource-light marketing resources, which limits resource-heavy marketing.Originality/valueManaging a political force with marketplace ramifications involves strategy that utilizes marketing, but is driven by relationships with social and political agents. This is truly an environmental management concept distinct from the management of the other four market-based forces. The analysis in this study demonstrates that managing another environmental force (i.e. competition force) involves different receptivity influences and marketing tactic outcomes.
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Song, Reo, Risto Moisio, and Moon Young Kang. "Capitalizing on the spirit of giving: seeding virtual gift purchases in online social networks." European Journal of Marketing 55, no. 6 (February 17, 2021): 1724–46. http://dx.doi.org/10.1108/ejm-01-2019-0046.
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Purpose Virtual gifts have emerged as a common feature of online communities, social gaming and social networks. This paper aims to examine how network-related variables and gift-seeding impact virtual gift sales. The network variables include gift-giver centrality and gift-giving dispersion, capturing, respectively, the relative importance of gift-givers in a network and their tendency to give gifts to a greater or lesser number of network peers. Gift-seeding tactics capture social network firms’ attempts to stimulate virtual gift purchases by awarding virtual gifts to network members. Design/methodology/approach This study develops and estimates a fixed-effects panel data regression model to analyze virtual gift purchase data for a large social network service. Findings Gift-giver centrality, gift-giving dispersion and gift-seeding increase virtual gift purchases. Increases in consumers’ receipt of seed gifts from social network firms (“direct seeding”) and from other consumers (“indirect seeding”) increases virtual gift purchases. However, the extent to which consumers give seed gifts to their friends in the social network (“seed mediation”) does not affect sales. Greater gift-giver centrality amplifies (attenuates) the positive effects of direct (indirect) seeding. At greater levels of gift-giving dispersion, the effects of indirect seeding and seed mediation become negative. Furthermore, gift-seeding has spillover effects on virtual good (non-gift) purchases. Research limitations/implications This study’s data, drawn from a South Korean social network service, offer unique and valuable social network information on actual virtual gift purchases and their seeding. Future research should replicate the results of the study outside the South Korean context. Practical implications Given the effects reported in this study, social network firms can facilitate the purchases of virtual gifts by improving the targeting of consumers in social networks and gift-seeding tactics. Originality/value This study uniquely examines the individual and interactive effects of network-related variables and gift-seeding on virtual gift sales. The study is seminal in its examination of how gift-seeding can be used as a marketing tactic to increase virtual gift purchases.
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Hamby, Anne, Davide Orazi, and Patrick Moreau. "Whose story is this? Source reveal as a communication tactic to increase consumers’ advocacy for social causes." Journal of Business Research 170 (January 2024): 114309. http://dx.doi.org/10.1016/j.jbusres.2023.114309.
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BARAN, Derya, and Yavuz TOPCU. "Marketing Tactic and Strategies Based on Consumption Preferences of Erzurum Civil Cheese with PGI." Journal of the Institute of Science and Technology 7, no. 3 (September 12, 2017): 257–65. http://dx.doi.org/10.21597/jist.2017.184.
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Brooks, Elizabeth C. "Lions, and Bottles, and Teats, Oh My!—Legal Analysis." Clinical Lactation 8, no. 2 (2017): 48–52. http://dx.doi.org/10.1891/2158-0782.8.2.48.
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In 2017, the field of lactation and breastfeeding support suffers from a bit of “halo adjusting” by a vocal few who, in the name of upholding the antipredatory marketing mandate of the International Code of Marketing of Breastmilk Substitutes (International Baby Food Action Network, n.d.), publicly and privately scold their colleagues for not sufficiently following the Code. Rather than generate better understanding of the Code, and how health workers can support breastfeeding families to meet optimal infant feeding goals, this “shame-and-blame” tactic drives health workers away from learning how better to uphold the Code (lest they suffer the slings and arrows of colleagues).
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Shelton, Amiee J. "Necromarketing as Advertising Strategy in American Television." Social Communication 2, no. 1 (July 1, 2016): 70–85. http://dx.doi.org/10.1515/sc-2016-0007.
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Abstract Significant research has been conducted regarding fear appeals, but little empirical evidence concerning death appeals is found. This study determined to what extent necromarketing exists in advertisements in American television. Through a content analysis of 1012 American television advertisements, this study found what product categories employ this marketing strategy and which consumer groups were targeted. Findings show that implicit necromarketing is a more commonly used marketing tactic than explicit necromarketing; the industries of entertainment promotions and insurance use necromarketing appeals more often than others, and necromarketing appeals were more heavily used during primetime. His study forms the base for future studies investigating the impact death has on purchase intentions.
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Adams, Russell, Tom Coyle, Clara Downey, and Marvin Lovett. "Macroeconomic impact on trade show goals." Journal of Business & Industrial Marketing 32, no. 5 (June 5, 2017): 710–21. http://dx.doi.org/10.1108/jbim-10-2015-0186.
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Purpose This paper aims to determine what impact an economic recession and recovery had on the selling and non-selling activities of trade show attendees and the subsequent marketing tactic changes. Design/methodology/approach Samples were collected from an international trade show during the recession (2009) and during the recovery (2013). The responses were analyzed using ANOVA and structural equation modeling to establish significant changes in activities between the periods and to provide a factor model. Findings Direct selling goals do not change during economic conditions. Intangible priorities increase during recessions. Research limitations/implications The trade show is limited to one location; therefore, is not a representative sample. Questionnaire design issues did not allow the linking of survey respondents to specific companies; therefore, is not a true longitudinal study. Practical implications Companies should focus on prospecting, enhancing corporate image and morale, testing and introducing new products and gathering intelligence during economic downturns. Conversely, companies should focus on sales and servicing clients during economic recovery. Originality/value This is the first research to study the macroeconomic impact on marketing tactics over multiple periods in an international setting. Several accepted selling and non-selling instrument goals are measured in an international context. A new model for structuring trade show goals is developed.
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Fais, Ainur, and Muh Tasrif. "PUBLIC RELATION STRATEGY OF PT. NATURAL NUSANTARA (NASA) IN BUILDING BRAND AWARENESS." QAULAN: Journal of Islamic Communication 3, no. 2 (December 7, 2022): 156–71. http://dx.doi.org/10.21154/qaulan.v3i2.4490.
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Abstract: The research method in this study using qualitative research approach with descriptive analysis. Data collection using interview and documentation. Data analysis technique using Ronald D. Smith’s theory that’s strategic planning for public relations with four stages of branding awareness: formative research, strategy, tactics, and evaluative research. The result of the study is (1) PT. Natural Nusantara is a company that using multi level marketing business system. NASA’s strategy to introducing his products to consumers throught to seminars and training for the members about new product that has been launched. Market analysis, planning and and strategy, tactic of communication also evaluation from the event arranged by the company. (2) A supporting factor in building NASA's brand awareness is the presence of technicians or consultants from each field in the product category who are really qualified, and the obstacle factor is the information system and NASA’s business system can’t entering to the digital platform specifically marketplace because it is prohibited by the Ministry of Trade.
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Carroll, Craig E., Sun Y. Lee, and Nell C. L. Huang. "The syntax of ‘tactic(s)’ in public relations research." Public Relations Review 35, no. 4 (November 2009): 419–21. http://dx.doi.org/10.1016/j.pubrev.2009.07.006.
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Prayitno, Sunarto. "Komunikasi Pemasaran Global Terpadu: Tantangan di Era Digital." CoverAge: Journal of Strategic Communication 12, no. 1 (September 16, 2021): 27–39. http://dx.doi.org/10.35814/coverage.v12i1.2152.
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The discovery of computers and specifically the internet, led to fundamental changes in concept, strategy, tactic, and implementation of business, marketing, and marketing communications, which shifted from conventional to modern markets in the digital age. Integrated Marketing Communications (IMC) is a concept derived from the research made by practitioners and academics in anticipating the expiry of old strategies that are no longer reliable. In turn, IMC became a new paradigm to be used as a basic reference in facing challenges in the global market. The application of IMC concepts and strategies to the global market is known as Integrated Global Marketing Communications (IGMC) planning. Changes that occur in consumer behavior, message development patterns, the proliferation of media, especially digital media, and the integration of marketing communication elements are the basis of the IGMC strategic development plan. The implementation of the IGMC program can be expected to be a road map to achieve organizational and corporate success in the digital age. This paper synthesized the viewpoints of different experts and provides the author’s analysis, interpretation, and theorizing.
Keywords: integrated global marketing communications, global consumer, global message development, global media penetration, and IGMC planning patterns.
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Chen, Yu-Chuan. "Constructing Marketing Indicators and Measuring the Satisfaction of Asian International Students in the Higher Education Sector." Review of European Studies 8, no. 1 (February 13, 2016): 166. http://dx.doi.org/10.5539/res.v8n1p166.
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<p>This paper addresses the construction of marketing mix strategies within the Taiwanese higher education sector and the applicability of such strategies to measure the satisfaction levels of Asian international students. Due to a declining birth rate in Asia as well as an oversupply of schools, recruitting international students is an effective tactic for higher education managers in Taiwan. To pool a representative sample of the population, international subjects were drawn from all higher education institutions in Taiwan. For this research, the author collected 328 valid questionnaires. Descriptive statistics indicated that the seven-factor model was of good fit and included attributes of product, place, price, promotion, people, reputation, and physical evidence. The results from the study highlighted the applicability of the importance-performance analysis (hereafter IPA) for managers attempting to improve their marketing mix strategies and resources from appropriate marketing sectors.</p>
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Dulloo, Rhytheema. "Mobiles reinventing shopping: A critical review." International Journal of Engineering & Technology 7, no. 3.3 (June 8, 2018): 51. http://dx.doi.org/10.14419/ijet.v7i2.33.13853.
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The purpose of this paper is to provide clear understanding of the increasing use of mobiles for shopping to e-tailers by classifying and organizing an exhaustive review of prior theoretical literature. To conduct the review author draws a sample of 250 articles published from addressing mobile shopping behavior of customers. This paper provides foremost organized review of mobile shopping literature thus providing opportunities for brands to build a focused marketing tactic to enhance mobile shopper engagement, leading to increased sales.
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Punitha, S., Yuhanis Abdul Aziz, and Azmawani Abd Rahman. "Consumers’ Perceptions of Green Marketing in the Hotel Industry." Asian Social Science 12, no. 1 (December 21, 2015): 1. http://dx.doi.org/10.5539/ass.v12n1p1.
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<p>This paper attempts to explore the evolution of green marketing in the hotel industry. This study is guided by three research questions: (1) to explore the level of understanding of local and international tourists on green marketing; (2) to gather tourists’ points of view if marketers have failed or they have never really tried to adopt the concept; and (3) to examine the level of awareness of tourists relating to green practices embraced by hotels. Purposive sampling using the Maximum Variation Sampling (MVS) technique is used to capture a wide range of perspectives in selecting the respondents. The discussion reveals that the concept has evolved hastily in developed countries while it is an emerging trend in developing countries like Malaysia. While some hotels have already begun to respond to environmental concerns in the country, the lack of promotions and advertisements have become part of the causes of knowledge non-appearance. This paper further concludes that green marketing concept should not just be adopted as a marketing tactic, but has to be considered with much greater dynamism, as it has ecological and social elements within it.<strong></strong></p>
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Yang, Kai-Fu, Hao-Wei Yang, and Chao-Hung Huang. "Assisting SMEs to Establish RMA Diagnosis Checklist and Innovative RMA Process System to Enhance B2B Innovative Concept Adaptation and Its Value-Added Function." International Journal of e-Education, e-Business, e-Management and e-Learning 12, no. 1 (2022): 42–48. http://dx.doi.org/10.17706/ijeeee.2022.12.1.42-48.
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This research attempts to focus on Return Merchandise Authorization (RMA) and the optimization of the RMA solutions. In the meantime, this research establishes RMA Diagnosis Checklist, Innovative RMA Process system, and a number of suggested solutions for Small and Medium Enterprises (SMEs). This research has important implications as it optimizes RMA solutions to B2B problems for SMEs, provides useful information on effective RMA service policies for B2B marketing decisions and creates a general awareness of the importance and rationale of RMA. Finally, this study provides RMA as a diagnostic tool and strategic tactic for SMEs.
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Kankam, George. "INNOVATIVE RELATIONSHIP MARKETING AND SERVICE QUALITY TOWARD COMPETITIVE ADVANTAGE AMONG GHANAIAN BANKS." Malaysian E Commerce Journal 6, no. 1 (2022): 36–43. http://dx.doi.org/10.26480/mecj.01.2022.36.43.
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It has become crucial for companies to proactively consider how to draw in and then keep customers. The goal of the study is to determine whether Ghanaian banks have successfully employed innovative relationship marketing as a tactic through superior customer service to acquire a competitive edge. This study utilized a cross-sectional design and used simple random selection to choose 130 customers, while the purposive sampling method was used to select five Ghanaian banks. Data were gathered via a self-reported survey (questionnaire). To present the results, structural equation modeling was employed. Structured equation modeling (PLS-SEM) with SmartPLS 3.0 was used to examine the data. This study has added to the body of knowledge by demonstrating how innovative relationship marketing may be used to gauge service quality and gain a competitive edge. The study’s conclusions suggest that the resource-based paradigm is appropriate for representing both tangible resources like physical resources and intangible resources like customer service excellence. The study findings demonstrated that inventive relationship marketing improved service quality significantly, giving banks a competitive edge.
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Chen, Yen-Ting, Li-Chi Lan, and Wen-Chang Fang. "What do customers want? The impact of pricing tactic persuasion knowledge and frequency of exposure." British Food Journal 123, no. 7 (March 4, 2021): 2321–34. http://dx.doi.org/10.1108/bfj-04-2020-0343.
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PurposePrevious research has shown that consumers prefer a bonus pack to a price discount for virtue foods, whereas they prefer a price discount to a bonus pack for vice foods. Acting as a guilt-mitigating mechanism, a price discount justifies consumers' purchasing behavior, allowing them to save money and consume less vice foods. However, for virtue foods, neither the anticipated post-consumption guilt nor the resulting need for justification lead consumers to prefer a bonus pack to a price discount. This study investigates whether product promotions remain effective with other moderating variables.Design/methodology/approachThe authors use pricing tactic persuasion knowledge (PTPK), which refers to the consumer persuasion knowledge of marketers' pricing tactics, as a lens to understand whether the power of these promotions could be enhanced or mitigated. The authors inferred that increasing the frequency of exposure to these foods could positively influence consumers' purchasing choices. They conducted three studies to examine these effects. In Study 1, using pearl milk tea (vice food) and sugar-free tea (virtue food), the authors contended that consumers would prefer a price discount when purchasing pearl milk tea, but a bonus pack when purchasing sugar-free tea. In Studies 2 and 3, the authors varied the participants' frequency of exposure to photographs of people in everyday situations with vice (virtue) foods.FindingsIn Study 1, PTPK was shown to be more predictive of consumer choices regarding price discounts and bonus packs. In Studies 2 and 3, the authors contended that increased exposure to vice (virtue) foods increases the selection of vice (virtue) foods by participants who were unaware of having been exposed to vice (virtue) foods.Originality/valueThis research has not only made quite managerial and policy implications for marketing but also brought the theoretical contributions for marketing researches. This research demonstrates that either for vice foods or virtue foods, a price discount is preferred to a bonus pack.
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Schniederjans, Dara G., Stephen A. Atlas, and Christopher M. Starkey. "Impression management for corporate brands over mobile media." Journal of Product & Brand Management 27, no. 4 (July 16, 2018): 385–403. http://dx.doi.org/10.1108/jpbm-09-2016-1309.
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Purpose As organizations increasingly engage with consumers over mobile devices, there is a growing need to understand how consumers react to impression management over platforms with limited textual content. The purpose of this paper is to empirically assess how different impression management tactics can be used in mobile media to enhance consumer perception-attitude-intentions toward a corporate brand. Design/methodology/approach We surveyed 670 consumers and estimate structural equation models and repeated-measures ANOVAs to determine how short passages employing alternate impression management tactics influence consumers’ perceptions, attitudes and purchase intentions. Findings Results reveal that each impressions management tactic (i.e. ingratiation, intimidation, organizational promotion, supplication and exemplification) influences consumer perceptions, attitudes and intentions. The authors compare differences in how the impressions management tactics influence each stage of the perception-attitude-intentions model and find evidence that initial differences in perceptions favoring ingratiation and exemplification appeals become magnified for purchase intentions. Research limitations/implications Recent calls for research focus on an understanding of how consumers process information on reduced-content platforms of small-screened mobile devices. These results provide empirical evidence of the use of impression management and the difference between five impression management tactics on enhancing consumer perception-attitude-intentions model. Practical implications The results of this study will provide marketers with insights to optimize communications and corporate brands with consumers over mobile media. Originality/value This paper adds to the nascent yet vital literature on mobile marketing by focusing on how impression management tactics influence perceptions, attitudes and intentions through the short message characteristic of mobile platforms. The authors develop a framework for how corporate brand management can strategically use impressions management tactics in this novel domain.
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Laczniak, Gene R., and Clarke L. Caywood. "The Case for and against Televised Political Advertising: Implications for Research and Public Policy." Journal of Public Policy & Marketing 6, no. 1 (January 1987): 16–32. http://dx.doi.org/10.1177/074391568700600102.
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Presented here are the advantages and disadvantages of using the increasingly controversial tactic of televised political advertising. An agenda for needed research to shed light on this issue is put forward, along with an articulation of several public policy options for adjusting the existing process.
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Thompson-Whiteside, Helen, Sarah Turnbull, and Liza Howe-Walsh. "Developing an authentic personal brand using impression management behaviours." Qualitative Market Research: An International Journal 21, no. 2 (April 9, 2018): 166–81. http://dx.doi.org/10.1108/qmr-01-2017-0007.
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Purpose The purpose of this paper is to provide insight into how female entrepreneurs develop and communicate an authentic personal brand. The authors examine the entrepreneurial marketing (EM) activities undertaken by female entrepreneurs and identify the impression management (IM) behaviours and tactics used. The authors explore the risks associated with self-promotion to gain a better understanding of how female entrepreneurs market themselves and their businesses. Design/methodology/approach The study adopts an interpretative phenomenological approach (IPA). Using semi-structured interviews, the authors explore the experiences of female entrepreneurs as they engage in IM behaviours. The sample is drawn from female entrepreneurs who have small-scale businesses, which span a range of specialist service sectors. All participants are engaging in personal branding activities. Participants were recruited via a gatekeeper and invited to take part in the study. Data from 11 female business owners were collected and analysed using IPA. Interview transcripts and field notes were analysed for broad patterns, and then initial codes developed, which allowed for themes to emerge, with a number of core themes being identified. These core themes are presented, together with verbatim quotes from participants, to provide a rich insight into the marketing activities of these female entrepreneurs. Findings The findings reveal the complex challenges faced by female entrepreneurs as they engage in self-promotion and IM to market their business. Four key themes emerge from the data to explain how female entrepreneurs engage in managing their brand both online and offline: experimental, risk, authenticity and supplication. The study identifies, in particular, that female entrepreneurs use the tactic of supplication in combination with self-promotion to communicate their brand. Additionally, it was found that female entrepreneurs share their personal fears and weaknesses in an attempt to be seen as authentic and manage the risk associated with self-promotion. Originality/value The study contributes to the EM literature by extending the understanding of the risks associated with self-promotion for female entrepreneurs. The study also contributes to the IM literature by providing a better understanding of IM beyond organisations and applied to an entrepreneurial domain. The study highlights a number of important implications for entrepreneurial practice and policy.
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Basara, Lisa Ruby. "Direct-to-Consumer Advertising: Today's Issues and Tomorrow's Outlook." Journal of Drug Issues 22, no. 2 (April 1992): 317–30. http://dx.doi.org/10.1177/002204269202200211.
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An extensive review of pharmacy and marketing literature shows that direct-to-consumer advertising (DTCA) strategies have changed significantly since the first advertisements were presented in the early 1980s. The future of DTCA, however, is still uncertain as the impact of this new marketing tactic on current health care practice is not yet fully understood. Physicians and pharmacists need to be aware of and respond to the knowledgeable patient, while the Food and Drug Administration (FDA) and pharmaceutical manufacturers must make cognizant decisions about the amount and the type of information that will be advertised directly to consumers. Finally, patients must understand the potential shortcomings of the information presented in prescription drug advertisements. This article will review the definition of DTCA, provide current examples of campaigns and their impact on health care communication, and predict changes that may occur as a result of FDA reconsideration of drug advertising regulations.
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Bergeron, Jasmin, and Jasmin Roy. "Pleasantly surprising clients: a tactic in relationship marketing for building competitive advantage in the financial services sector." Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration 25, no. 3 (September 2008): 171–84. http://dx.doi.org/10.1002/cjas.69.
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Nazulfa, Indana, and Rudi Santoso. "SOSTAC sebagai Strategi Pemasaran Digital pada Start-Up Picnicker untuk Meningkatkan Merchant." JMK (Jurnal Manajemen dan Kewirausahaan) 8, no. 1 (January 25, 2023): 1. http://dx.doi.org/10.32503/jmk.v8i1.3053.
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This study examines and reveals that digital marketing strategies using SOSTAC are more effectively applied to startups during the post-pandemic compared to strategies that are already mainstream. The novelty of this research lies in the application of the SOSTAC strategy for start-up businesses. The research method used is SOSTAC or short for Situation Analysis, Objective, Strategy, Tactic, Action, and Controlling. In the early days before implementing SOSTAC, the startup had difficulty increasing merchants. Even though the number of merchants who join this startup is one indication of the success of the business. The Key Performance Indicators used are 12 digital marketing dimensions plus 1 target increase in merchants. The results showed a significant increase in each component of the indicators used. Performance improvement based on the smallest percentage is 14% and the highest is 500%. This study at the same time reinforces previous research that the application of SOSTAC is more effective when compared to using the usual strategy.
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Ilicic, Jasmina, and Stacey M. Brennan. "Looking at you: celebrity direct eye gaze influences social media post effectiveness." European Journal of Marketing 54, no. 12 (August 10, 2020): 3051–76. http://dx.doi.org/10.1108/ejm-02-2019-0171.
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Purpose The purpose of this paper is to introduce and examine the effect of a celebrity’s eye gaze on self-celebrity connection. A celebrity’s direct (vs averted) eye gaze can be used as a tactic in social media posts to increase self-celebrity connection and behavioral intentions. Examining the effectiveness of a celebrity’s eye gaze is important, as celebrities regularly use social media to manage their brand image and to build a relationship with consumers. Design/methodology/approach Study 1 examines the effect of a celebrity’s eye gaze (direct vs averted) on self-celebrity connection. Study 2 investigates the role of celebrity authenticity in explaining the effect of a celebrity’s eye gaze on consumer–celebrity brand relationships. Study 3 examines the moderating role of a non-Duchenne smile (fake, social smile) in diluting the effect of a celebrity’s direct eye gaze on self-celebrity connection and the downstream consequences on behavioral intentions. Findings The findings from Study 1 indicate that a celebrity’s direct (averted) eye gaze strengthens (weakens) self-celebrity connection. Study 2 provides evidence of celebrity authenticity as the explanation for stronger consumer–celebrity connection when a celebrity is featured with a direct eye gaze. The results of Study 3 show that a fake smile in a celebrity’s social media posts can weaken relationships with and behavioral intentions toward celebrities with a direct eye gaze. Research limitations/implications This paper is limited, as it focuses only on eye gaze and smiles as non-verbal cues depicted in celebrity images on social media. Practical implications This paper has important implications for celebrities, celebrity brand managers (including digital/social media marketing managers and public relations professionals) and advertisers. Celebrities, celebrity brand managers and advertisers should develop social media posts that can strengthen consumer–celebrity relationships and positively influence behaviors toward the celebrity through: 1) ensuring that photographs are taken with the celebrity looking directly into the camera at the target (audience); and 2) avoiding posting images of a celebrity’s direct eye gaze with a non-Duchenne (fake) smile. Originality/value This paper introduces and provides evidence of a celebrity’s direct eye gaze–self-celebrity relationship effect. Tactics, such as eye gaze, can strengthen consumer–celebrity relationships, which is crucial in building brand equity and in increasing financial value for the celebrity.
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Syafna, Alifa, and Anastasia Maria Sri Rejeki. "Strategi Komunikasi Pemasaran Online Shop “Youth_Millennial” dalam Meningkatkan Kesadaran Merek dan Penjualan." Journal of Servite 3, no. 2 (December 31, 2021): 99. http://dx.doi.org/10.37535/102003220215.
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Dunia fashion tidak pernah berhenti berputar sejak dulu dan terus meningkat hingga kini. Saat ini pasaran produk fashion tetap bergairah, khususnya pada brand clothing line yang memasarkan produknya melalui berbagai platform media sosial yang popular di kalangan generasi muda. Demikian pula yang terjadi pada merek clothing line Youth Millenial yang menyasar kaum muda. Berdasarkan hasil yang diteliti, Strategi Komunikasi Pmeasaran Youth Millenial ditujukan untuk meningkatkan brand awareness dan sales di kalangan anak muda melalui media sosial dengan menggunakan metode SOSTAC (Situation Analysis, Objective, Tactic, Action, Control) dan strategi IMC (Integrated Marketing Communication). Adapun strategi yang digunakan oleh Youth Millenial adalah: bazar, sales promotion, endorsement, kompetisi foto, dan personal selling.
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Istikhoroh, Siti, Maula Miftahul Jannah, Yuni Sukamdani, and Martha Suhardiyah. "Peran underwriter sebagai komunikator pemasaran saham perdana di bursa efek Indonesia." Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies) 6, no. 1 (March 20, 2022): 315–30. http://dx.doi.org/10.25139/jsk.v6i1.4123.
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Companies use Initial returns as a powerful marketing tactic to attract investors to buy IPO shares. This phenomenon is quite popular among investors, but can be detrimental to the issuer/company, so persuasive communication is needed by the Underwriter who is a third party to assist the company in persuading potential investors to get the best value. This study aims to understand the role of the Underwriter as a communicator for the marketing of initial shares on the Indonesia Stock Exchange, whose role is to organise and provide trading facilities. This study involved 49 companies that conducted Initial Public Offerings (IPOs) and were listed on the Indonesian Stock Exchange in 2019. This study places the Underwriter as an external party who is responsible for communicating financial conditions to potential investors for the most reasonable price. Underwriter's role as a communicator is practiced through marketing communications which is a method of delivering targeted information to clients in the fastest and most efficient way possible. The data that has been obtained is then analysed by Moderated Regression Analysis. The results of this study indicate that the Underwriter is able to moderate the relationship with investors during the IPO with the reputation of the Underwriter. This is because the Underwriter is able to persuade investment decisions during the marketing of the IPO.