AISAS Model Research Articles

Examining the AISAS Model and Tourist Citizenship Behaviour in context of Mining Heritage Tourism

Therefore, the objective of the research is to test the effectiveness of the Attention-Interest-Search-Action-Share model in mining heritage tourism but replacing the Action component with tourist citizenship behaviour. This will therefore yield new and key insights because there are few studies conducted in this area. The current study selected 220 tourists through a convenience sampling technique. The gathered data was treated with exploratory factor analysis and structural equation modelling techniques. Confirmatory results found on the acceptance of the first hypothesis, which is Attention Influences Interest, attention becomes very important in ensuring riveting tactics are put in place when promoting mining heritage tourism. The second hypothesis, Curiosity influences Search, is also supported and confirms that only in the condition of a deep level of curiosity, tourists search for information. The third hypothesis is stating that interest influences TCB. The fourth hypothesis postulates that interest influences Share. It supported the sixth hypothesis stating that Search influences TCB. The rejection was of the sixth hypothesis that stated Search influences Share. The seventh theory stated that TCB influences Share, thereby is accepted. These findings bear some significant implications for attaining the sustainable development goals. Precisely, it means that the promotion of mining heritage tourism advances SDG 11—Sustainable Cities and Communities—since this ensures cultural heritage is preserved and contributes to inclusive and sustainable urban development. Likewise, with increased engagement of tourists during citizenship behaviours, this particular act contributes to SDG 12 through the aspect of sustainable tourism and raising awareness. Similarly, the positive experiences that are increasingly wide follow up essentially give rise to SDG 8 through the promotion of tourism as one of the prime movers for improving the economy.

To What Extent Does Blind Box Marketing Affect Peoples Consuming Behavior?

Blind boxes, as an emerging industry, have gradually opened the Chinese market in recent years, and are sought after by consumers and various industries. It is a unique box that contains toys or other commodities, and people don't know what's inside until they open it. Meanwhile, continuous innovation has created a unique blind box marketing strategy, which uses consumers different motivations effectively to promote purchasing behavior. Based on the theory of consumer behavior and the strategy of blind box marketing +4p marketing theory (combined with AISAS model), this paper takes psychological motivation, demand motivation and investment motivation as intermediary paths to explore the impact on consumer purchasing behavior. Through the analysis of literature, questionnaire and tools such as SPSS25.0, the conclusions of relevant research are drawn: the effective combination of blind box marketing and product strategy can have a significant positive impact on consumers' purchasing behavior. The tremendous positive impact of price strategy on consumers' purchasing behavior is based on the consideration of different age groups. Place strategy and promotion strategy can only serve as the intermediary path between consumers' purchasing behavior, but cannot have a significant positive impact on them. Finally, through the above research, some suggestions for blind box marketing are provided.

Research on Museum Brand Communication Strategy Based on AISAS Model

With the continuous development of the economy and the improvement of cultural confidence, the cultural demand and consumption scale represented by museum visits are growing rapidly. This study takes Dentsu's AISAS (Attention-Interest-Search-Action-Share) model as the theoretical analysis framework to analyze museum users' consumption behaviors in the Internet era, to explore museum brand communication strategies adapted to the new era. A total of 209 valid questionnaires were received in this study. The research finds that in the new media era with the popularization of the Internet, the behavior of museum users has changed from one-way passive to active searching and sharing. Based on the brand communication of museums, the author puts forward countermeasures and suggestions: multi-channel communication to enhance audience contact and attention; Enrich the content and methods to enhance the interest of the audience; Enrich the information channels to facilitate the audience to take the initiative to obtain information; The combination of physical and virtual museums enhances the convenience of participation; Enhance brand influence, cultivate audience loyalty and enhance sharing initiative.

Study on the attractiveness of social e-commerce platforms from the consumers’ perspective based on the AISAS model

The traditional e-commerce’s traffic dividend is gradually declining, while social e-commerce as a new business model has attracted numerous enterprises to jump into by virtue of the advantages of viral traffic aggregation and efficient conversion. How to improve the core competitiveness and stand out from the Red Ocean battle of traffic competition is of great significance for the healthy and sustainable development of social e-commerce platforms. In view of this, this study focuses on the issues related to the attractiveness of social e-commerce platforms from the consumer’s perceptive, with the aim of providing theoretical support for social e-commerce platforms to enhance their core competitiveness and formulate relevant development strategies and decision-making mechanisms. First, four key factors affecting the attractiveness of social e-commerce platforms based on the AISAS model are proposed: the ability to attract consumers to access, promote consumers’ purchase conversion, maintain consumers’ platform loyalty, and attract to share experiences. Second, an attractiveness assessment model for social e-commerce platform including four secondary indicators and corresponding 14 tertiary indicators is constructed by using Analytic Hierarchy Process, and an arithmetic example is demonstrated. Finally, management suggestions to enhance the attractiveness of social e-commerce platforms are presented.

Product Brand Awareness through Gimmick Humor Content

A digital marketing strategy using humorous gimmicks can steal the company's attention because it attracts the audience's attention and can increase brand awareness of a Pocari Sweat product. Aiming to find out what marketing strategies can be used on social media and whether digital marketing strategies using humorous gimmicks can grow brand awareness of a product, this research uses a descriptive qualitative method using theory from Dentsu; in this theory, there is the AISAS model, namely (Attention, Interest, Search, Action, Share). The research results show that a marketing strategy using humorous gimmicks can provide added value to brand awareness because it has a strong appeal in the eyes of the audience and can entertain the audience. The clever gimmick content strategy used by Fadil Jaidi has proven to be an effective digital marketing strategy that impacts brand awareness of a product. From informants' responses and netizen comments on his Instagram account, the audience does not see endorsement advertising content because of the interest built through the humorous gimmick presented. The content created by Fadil Jaidi has also successfully increased the audience's buying interest, thus influencing the social media of brands or products that Fadil Jaidi collaborates with.

Analysis of Commercial Realization Path of Automobile New Media based on AISAS Model

With the continuous development of the new media industry, major Internet giants are also competing to emerge. Tiktok, B station and wechat have become important nodes linking people and society. With the continuous improvement of people's living standards, the new media of the automobile industry, as another market segment in the field of new media, has its own unique publicity points in terms of popularization, fun and gimmicks. Based on the analysis of AISAS model, this paper analyzes the commercial status of new media in the automotive industry under this model from the aspects of user attention, information interest points, interest search, search action and opinion sharing, and explores the potential path of new media realization in the automotive industry.

Market Research on Chinese-style Tea Beverage Brands Using the AISAS Model: A Case Study of Chagee

The segment of Chinese-style tea beverages holds significant importance within the broader tea drink market and is highly favored by consumers. Among these, Chagee stands out as a highly esteemed brand, exemplifying the category’s appeal. This study employs the AISAS model to investigate consumer perceptions, satisfaction, and purchase intentions towards Chinese-style tea beverages, with a particular focus on Chagee. The findings reveal that physical stores are the predominant channel through which consumers become acquainted with brands like Chagee; the brand’s unique taste profile is the most compelling factor for purchases. Although there is a high likelihood of repeat purchases, the inclination to share experiences related to the Chagee brand is comparatively low. Future strategies for Chinese-style tea beverage brands should prioritize health-oriented values to find a balance between taste and wellness, enhance the infusion of Chinese cultural elements, differentiate from competitors, and employ diverse marketing strategies to boost consumer engagement and sharing.

The Role of Influencer Collaboration as A Marketing Strategy In Promoting New Product Collection

Internet, social media, mobile apps, and other digital communications technologies have all become a part of everyday life for billions of people around the world. A global phenomenon, as mentioned by Backaler is that influencer marketing is growing in countries around the world. One example of a local fashion brand that has recently just adopted influencer collaboration as its marketing strategy is THENBLANK. The study objectives of this research are to analyze the role of Isyana Sarasvati as a marketing strategy collaborator in promoting THENBLANK’s new product collection, to know how Isyana Sarasvati contributes to THENBLANK’s marketing strategy, and to identify the factors that THENBLANK considers when choosing an influencer to collaborate with. The method used in this research is a qualitative method with semi-structured in-depth interviews as the data collection method. The theories and concepts used in this research are the Stimulus-Response Theory, AISAS Model, Pillars of Influence, and Marketing Strategy. The result of this research shows the collaboration between THENBLANK and Isyana was successful because of the compatibility of personality and character. THENBLANK also collaborates with Isyana because they want to increase the brand value, brand image and social status of customers, and this was in accordance with their selection. The role of Isyana as an influencer is also very good and contributes through making a song scoring, providing criticism and input, and many more.

Visual Rhetoric of Ultra Milk X ITZY Advertisement on Youtube Media

The advertising industry in Indonesia currently uses many brand ambassadors from South Korea. Ads that use visualizations from South Korea are effective in increasing sales of local products and the image of these products. The purpose of this study is to analyze the meaning of messages and visual images displayed by advertisements in campaigning #DontStopYourMove in collaboration with Korean idols ITZY on YouTube social media for the younger generation. This research uses a critical paradigm through descriptive qualitative research methods to identify data and analyze the visual text of advertisements with observation steps through scenes in advertisements. This research uses the rhetorical triangle approach and the AISAS Model communication flow. This research aims to interpret the meaning of the message in the advertisement and analyze the visual image and analyze the audience's activity of interest in the Ultra Milk advertisement to see the position of the advertisement and ITZY brand ambassador who promotes Ultra Milk milk products and campaigns #DontStopYourMove. The results of this study show (1) The meaning of Ultra Milk's advertising message is for young people who have a lot of activities to consume milk as a nutritional companion, becoming a generation that "Don't Stop Your Move to be Unstoppable Generation, (2) The visual image built by Ultra Milk in collaboration with ITZY is expected to make the audience like Korean idols who have unique characters, enthusiasm, different and actively moving, (3) The advertisement gets the attention of the audience through brand ambassadors, visuals and products.

Research on Cross-Border E-commerce Marketing Strategies for Australian Natural Skincare Products Based on User Personas

With the booming development of global e-commerce, cross-border e-commerce marketing has become an indispensable part of brand internationalization strategies. This paper primarily investigates the cross-border e-commerce marketing strategies for Australian Natural Skincare Products (ANSP) in the Chinese market, based on user personas. By analyzing the current cross-border e-commerce models and the development status of ANSP in the Chinese market, this study constructs user personas for Australian natural skincare brands. Based on these personas, precision marketing strategies guided by the AISAS model are proposed. The research finds that Chinese consumers have a high awareness of ANSP and prefer their natural and mild product characteristics. Through data collection and analysis, this paper reveals consumers' basic information, brand preferences, and purchasing motivations, thereby providing a theoretical basis and practical guidance for the formulation of cross-border online marketing strategies by Australian natural skincare companies in the Chinese market.

INTEGRATED MARKETING COMMUNICATION OF ECOTOURISM AND TURTLE CONSERVATION IN THE BANGGAI DISTRICT

This study aims to determine the integrated marketing communication of ecotourism and turtle conservation in Banggai Regency. This research was conducted in Sinorang Village, South Batui District, Banggai Regency. The research time was from March to August 2023. The method used in this research is using a qualitative research method with a descriptive approach. Research data were obtained through observation, interviews, and documentation. Types and sources of research data using primary data and secondary data. The results of this study indicate that integrated marketing communication of ecotourism and turtle conservation in Banggai Regency, which consists of: video advertising, print and electronic media advertising, social media advertising and advertorial advertising. Direct marketing conveys information by word of mouth or the term word of mouth marketing, which is delivered face-to-face. Sales promotion using brand ambassadors from Luwuk. Personal selling using Facebook social media which is carried out personally by the community, business actors and village government. And sales promotion with the presence of digital marketing and social media using the AISAS model (attention, interest, search, action, share). Interactive marketing, marketing through social media (facebook, instagram, youtube) and electronic word of mouth (E-Wom). Community relations through the turtle ecotourism soft opening event program held on April 21-26, 2023. Green marketing, through green marketing with environmentally friendly conditions so that the focus of nature and environmental conservation continues to run optimally. And experience marketing, through this marketing experience is a way to advertise to tourists based on the extraordinary and unique experiences they experience, tell and share with others.

Research on Using the SICAS Model to Analyse the Zara Marketing Strategy

The rapid evolution of the fashion industry in recent decades has been characterised by the rise of fast fashion, which challenges the traditional bi-annual fashion cycle by producing and disseminating new styles in a much shorter timeframe. Fast fashion democratises the fashion world, making trendy clothing accessible and affordable to a broader audience. A principal player in this transformation is Zara, conceptualised by Amancio Ortega, which grew from a small shop in A Coruna to a worldwide retail empire, epitomising the ethos of "instant fashions". This transition in the industry parallels shifts in consumer behavior models. Historically, the AIDA model suggested a progression from Attention to Interest, Desire, and Action. However, with the advent of the Internet, this model has evolved. The AISAS model, proposed in 2005, adjusts for the digital age by including the Search, Action, and Share stages. This was further modified to the SICAS model in 2011, encompassing stages of Sense, Interest and Interactive, Connection and Communication, Action, and Sharing. This model delineates the steps of brand-consumer interaction in today's digital age, emphasising the significance of connectivity, communication, and sharing in the consumer's purchasing journey. The article introduces the Zara marketing strategy based on the SICAS model.

IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOR AT PILGRIMAGE VILLAGE BOUTIQUE RESORT & SPA – AN AISAS MODEL APPROACH

Based on theoretical and practical issues of the AISAS model, the study measures the influence of Digital Marketing on consumer behavior at Pilgrimage Village Boutique Resort & Spa. The study surveyed 160 consumers who stayed at the resort and processed the data using the SEM model. The results have shown the influence of Digital Marketing on each stage of consumer behavior as the AISAS model: Attention, Interest, Search, Action, and Share. This study shows non-sequential relationships between the steps in the process. The action and the information sharing are influenced by the previous stages, in which the action is strongly influenced by the information searching behavior (standardized coefficient 0.39), and the information sharing behavior is strongly influenced by action (standardized coefficient 0.76). The study has proposed some implications to improve the effectiveness of Digital Marketing activities based on non-sequential relationships in the AISAS model in the case of Pilgrimage Village Boutique Resort & Spa.

AISAS모델을 활용한 관광지 숏폼(Short-form) 광고가 SNS 관광마케팅에 미치는 영향

With the development of digital technology, the mobile advertising market is growing rapidly despite the economic downturn of COVID-19, and the media content industry that easily uploads short-form videos is also drawing attention. As such, short-form videos are affecting various industries. This study tried to find out the effect of short-form advertisements on tourism marketing. As for the research method, an empirical survey was conducted on the AISAS model as a survey app, and a structural equation modeling analysis was conducted, and as a result, it was confirmed that it had a significant impact on tourism marketing. As for academic implications, the AISAS model was applied to the tourism field, and research was conducted through short-form video advertisements. In addition, the relationship between advertising effects in tourism marketing has been verified. Practical implications suggested that SNS short form advertisements have a positive effect on tourists, have a positive effect on search and visit for tourist destinations, and have a high utilization of SNS due to the effect of showing tourists.

Impact of Interaction Effects between Visual and Auditory Signs on Consumer Purchasing Behavior Based on the AISAS Model

This study, based on the AISAS model, explores the impact of the interaction effect between visual and auditory signals on consumer purchase behavior. Using experimental methods, 120 participants were randomly assigned to four different visual and auditory signal combinations, and their purchase intentions and actual purchase behavior were measured. The results show that the interaction effect between visual and auditory signals has a significant impact on both purchase intentions and actual purchase behavior, and there is a significant positive relationship. Specifically, when visual and auditory signals are mutually consistent, consumers have the highest purchase intentions and actual purchase behavior; when both visual and auditory signals are absent, consumers have the lowest purchase intentions and actual purchase behavior; when either the visual or auditory signal is missing, consumers’ purchase intentions and actual purchase behavior are between the two extremes. This study provides a new perspective for understanding consumers’ decision-making processes in multi-sensory environments and offers valuable insights for the development of marketing strategies.

Analisis Efektivitas Promosi Perguruan Tinggi Dengan Penerapan Model AISAS

ABSTRACT Technological advances today, especially the internet of things, are widely used by people in their daily transactions, communication and searching for various information. One of the promotional media used in universities is in the form of visual communication media using the AISAS model in describing online promotions used by universities. This study aims to analyze the effectiveness of promotions carried out by the promotion of new student admissions (PMB) of Pekalongan University based on the concept of marketing communication and technological developments, namely attention, interest, search, action, and share (AISAS model). This study used a descriptive approach by distributing questionnaires to prospective new student recipients. With this research, it can be useful to evaluate the new student admissions section so that in making promotions, it is necessary to pay attention to the AISAS aspect so that the number of student applicants is much higher. The results of this study show that online promotion has a significant effect on attention, interest, and share. While promotion does not have a significant effect on search and action. Attention has a significant positive impact on interest. Interest has a significant positive effect on search. Search has a positive and significant effect on actions while actions do not have a significant effect on shares. Keywords: Marketing Communications, Promotion, College, AISAS

Role of Promotion Content Hierarchy on the Increase of Students (An Analysis of AISAS on Accounting Students at IBI Kosgoro 1957 Jakarta)

Purpose: The number of students who are enrolled at private campuses such as IBI Kosgoro 1957 is one of the indications of success. The purpose is to measure the role of the digital promotion hierarchy at this IBI Kosgoro 1957 campus. The theories are digital marketing communications, hierarchy effects of human behavior and the AISAS model, supported by theory of consumer behavior and promotional content and narrative of marketing communication contents.
 Design/Methodology/Approach: This study uses a positivistic paradigm, with quantitative data processing by distributing questionnaires to 100 accounting students at IBI-K57. Data are processed using simple linear regression and average analysis for descriptive data processing.
 Findings: The students have reached the Action level (4.05) in the behavioral hierarchical effect of digital promotional content by the IBI-K57 campus. It appears a weak significant effect between digital promotional content and students' interest in registering at IBI-K57 which is equal to 31.9%. The regression equation is Y = 1.981 + 0.458X (Digital Promotion Content).
 Implications/Originality/Value: It is clear that creating digital promotional content that is more sensible and relevant to the trend is very important for the campus in order to attract more students of this generation to enroll in this institution

Destination Branding of Marine Ecotourism in Trenggalek Regency: A Study on Kili-Kili Beach Turtle Conservation

Kili-kili Beach Turtle Conservation is a tourist destination located on the south coast of East Java, precisely in Wonocoyo Village, Trenggalek Regency. There are approximately four types of sea turtle conservation, namely hawksbill turtles, gray turtles, leatherback turtles, and green turtles. As a new tourist destination, Kili-Kili Beach has a lot of potentials but has not been well developed. Conventional promotion methods have not been able to reach the target national and foreign tourists. Therefore, a promotion and marketing strategy is needed for Kili-Kili as an education-based tourism destination through the Internet (social media). Therefore, this service activity focuses on optimizing destination branding using the AISAS model (attention, interest, search, action, and share) through social media. The methods of implementing community service activities include 1) socialization of activity programs to local communities, 2) mentoring local communities in using social media as a medium for promoting tourist attractions, 3) training and creating social media content by involving POKMASWAS Turtle Conservation. This community service activity aims to promote the existence of marine ecotourism at Taman Kili-kili Beach, Trenggalek Regency as well as a turtle biota campaign by utilizing social media as a communication channel.

Analysis of Factors Influencing We-Intention in Healthcare Applications Based on the AISAS Model

The purpose of this study is to develop and test a theoretical model that can be used to predict the influencing factors affecting users’ use of healthcare applications. Our research structure model is based on the Attention-Interest-Search-Action-Share (AISAS) model, combined with the indicators of personal intention and social identity, to predict we-intention. The proposed model was tested through a survey of 353 users of healthcare applications from mainland China and Taiwan. Based on the five characteristics of the AISAS model, this study integrates three levels of influencing factors (individual dimension, social dimension, and application design dimension) that affect users’ use of healthcare applications. It also verifies that users have both personal intention and we-intention when using healthcare applications. This research contributes to the theoretical development of the AISAS model, we-intention and healthcare applications. Finally, implications for theory and practice and directions for future research are discussed.

Research on Brand Building and Communication Path of World Celadon Congress Based on AISAS Model

Research on Brand Building and Communication Path of World Celadon Congress Based on AISAS Model