Big Brands Research Articles

Maintaining Business During Covid-19 Pandemic Through Social Media: A Content Analysis of Indonesian Football Club Instagram Account

Indonesia has become the largest football industry with a huge fan base. Football continues to become a profitable brand and generates extraordinary profits, considering that football has a wide and large market share. As a brand, many football clubs have realized the power of branding in marketing clubs outside the club's local market through branding strategies carried out into content on social media. Currently, social media has become a popular and effective new media in the branding strategy of a football club. Their Instagram account has gained millions of followers in recent years, creating an effective medium for sales and promotion. Many Indonesian big brands agree to sponsor the club as a way to promote their products as well. However, the global pandemic hit from March 2020 to August 2021, and there was a long hiatus for football matches, considering the branding activity of a football club is very dependent on the passing of matches in a competition. Football matches become the 'main product' that attracts the attention of fans and sponsors. Due to this catastrophe, how can football clubs in Indonesia maintain business during the COVID-19 pandemic through Instagram content? Using a semi-structured interview with internal parties of a big football club in Indonesia, this study generates some practical summaries and implications on how to maintain business during the COVID-19 pandemic. The result shows the significant influence of the COVID-19 pandemic on the content analysis of the Football Club in Indonesia through Instagram. Keywords: COVID-19, football, content analysis, social media, Instagram.

The Influence of Social Media Marketing , Product Quality and Price Perceptions on Purchasing Decisions for Some Skincare Products

There are several common problems in the beauty industry related to these variables. In social media marketing, the level of competition is very high, with many brands vying for consumer attention. Small brands may struggle to stand out among the big brands. Products that don't suit a consumer's skin type or concerns can lead to negative experiences and damage a brand's reputation. Consumers' experiences influence their reviews and recommendations, which can have a positive or negative impact on the company (Susanti & Gunanto, 2022) .This research aims to identify the influence of social media marketing, product quality, and price perceptions on purchasing decisions for Somethingnc skincare. The sample was determined using a purposive sampling technique with a total of 100 respondents. The validity and reliability of the questionnaire were tested using the SPSS 23 tool. The results of this research show that social media marketing, product quality, and price perceptions have a significant positive influence on purchasing decisions.

Impact of Social Media on Purchase Making Decision of Consumers

This paper attempts to understand the various complex influences that a consumer is made to undergo by being webbed around social media engagement and its algorithms. Complex buying behaviour is rare, high-involvement customer purchases that make a big brand difference. With social media taking its new toll and establishing new records of burgeoning high numbers of users every year, this trend is indomitable for the epoch it generated in the last decade. Social media engagement of consumers has indeed factually increased enablement of expansion in the user-generated content and the interactive system of an interface that ensures the engagement is maintained.

Analysis of the Communication Strategy of Fast Fashion Brand Uniqlo in Cross-Cultural Contexts

With the globalization of culture and the improvement of economy, overseas sales of big brands have become a major destination. The international fast-paced, high-quality labels with location and mobility advantages have quickly entered the Chinese domestic market characterized by strong demand and demographic dividend, and soon have conquered a market place. Under the current cross-cultural context, whether the product message sent overseas can suit the culture, psychology and customs of the target country, has become a key factor in its determining business success. This article chooses UNIQLO as the main example, put its Chinese Localization strategy under the difference of Chinese and Japanese cultures. Base on the grasp of the status quo of China's fast fashion market, consumers' life attitudes and media habits under the background of economic and social development, uses the theoretical frameworks related to cultural differences to analyze the brand’s cross-cultural explanations of its own concept, the location of the communication Discourse, the choice of media and its communication effect to further promote the understanding of brands’ cross-culture communication and provide reference to fast fashion brands’ communication beyond the boundary.

Research on time-value-oriented business model innovation path in life services enterprises and its impact on customer perceived value

In the era of the digital economy, the acceleration of life pace has induced to a continuous increase in people’s sense of time scarcity. In order to satisfy consumers’ lifestyle changes and immediate needs, life service enterprises have carried out lots of business model innovation activities guided by value of time. However, it is still unclear what the time-value-oriented business model innovation path is and whether it can improve the perceived value of customers. Under such background, this paper aims to construct a time-value-oriented business model innovation path in life services enterprises and to discuss its relationship with customer perceived value. The study indicates that: Firstly, specific innovation paths of enterprises include putting forward the purpose of value of time proposition, designing standardized process based on time-oriented, constantly forming unique core resources such as big data, brand and supply chain, and updating the transaction method combining online and offline, and so on. Secondly, the questionnaire results indicate that time-value oriented business model innovation in four aspects – value proposition, key processes, core resources, and transaction methods – can effectively enhance customer perceived value. Thirdly, there are differences in the matching degree between time-value-oriented business model innovation and customer value perception among different types of enterprises in the life services industry. Among them, the express delivery industry has the highest enhancing degree and customer satisfaction. This is related to the heterogeneous characteristics of industries such as express delivery, transportation, catering, and retail. Overall, this study offers a comprehensive and practical perspective for enterprises to meet customer perceived value demands by presenting business model innovation paths and solutions.

Marketing Strategies Analysis of Li-Ning Basketball Shoes Product Line

Li-Ning, a Chinese sports brand, has gained significant market share in the basketball shoe market in recent years. Especially in the Chinese basketball shoe market, Li-Ning has become a brand comparable to big international brands such as Nike and Adidas; the rapid development of Li-Ning's basketball product line has been very successful. However, the brand still faces several challenges, such as product design, quality and sales channels. This paper analyzes Li-Ning's basketball shoe product line from a marketing perspective. It examines the brand's background, development, and current status, including the market segmentation and positioning of its products, marketing strategies, and the challenges it faces. This paper also discusses the advantages and disadvantages of Li-Ning's marketing strategies and provides suggestions for improving the brand's marketing performance, such as investing in research and development of the basketball products, developing price strategy both in China and overseas market, increasing the integration of online and offline marketing channels and expanding the brand’s retail footprint globally.

‘Not Too Hot, Not Too Cold, Just Right’: Empathetic Communication of Indonesian Big Brands through YouTube during the COVID-19 Pandemic

This article is based on an exploratory study of YouTube videos related to the COVID-19 pandemic released by the official accounts of several big brands in Indonesia. By analyzing the videos released by these companies, a combination of key messages that are professionally conveyed to present the actions taken by the brands, in response to the pandemic, with an empathetic feel was found. While there is ample evidence to map out the creative processes behind these videos, our findings show that the brands aim to cover up the techniques they employ in achieving their goals, such as the sending of excessively sympathetic messages. The findings of this study provide initial empirical evidence of Indonesian companies’ tendency to assimilate the local culture of mutual assistance and the existence of branding activities that continue to be carried out during the pandemic. This article ends with a discussion of the communication processes carried out by commercial entities in challenging times.

The biggest brand in the dental market is the dental surgeon

Many still don't understand this new movement, which is not a "fad" but an established market trend, and belongs to the initial phase of this new era in which we live: the Age of Influence. In the previous editorial, we discussed the changing eras and their respective changes in market models.

Analyzing the Comprehensive Influence of Prada's Business Strategies

Prada, founded in Milan, Italy in the 20th century by Mario Prada, is popular as a century-old luxury brand for many reasons. It was founded from the unique business and fashion vision of its manager, Miuccia Bianchi Prada - granddaughter of Mario Prada. Her creativity and vision, and her sense of fashion trends have made her a very successful brand. Later cooperation with Patrizio Bertelli also brought a good influence to Prada. Different from the earliest pure handmade production process, Patrizio Bertelli brought the business model of assembly line production, greatly improved productivity, reduced the time cost of production, and made more quantity and better quality products in a shorter time. Prada has a high status in people's hearts as a world-renowned brand, and has a certain influence on people's daily dressing style. Secondly, Prada is liked for its simplicity and durability, using the Re-Edition 2000 Re-Nylon recycled nylon Hobo as an example. The material of nylon is durable and waterproof, easy to damage, light weight, large capacity, good to match all types of clothing, and relatively cheap price compared to other big brands, until this year many people are willing to buy this product. In addition, Prada's attention to the time environment also makes it have a good impression in people's minds and they are more willing to pay attention to the brand.

СТВОРЕННЯ ПЛАТФОРМИ ВЛАСНОГО БРЕНДУ

The article explores how some branded product companies are moving away from traditional digital aggregators and instead creating their own brand flagship platforms. These platforms serve as more than just direct sales channels, they offer a blend of specialized products, services, and content while involving consumers and third-party businesses in the value creation process. In this article, the authors present four types of flagship brand platforms: the platform as instrument, as guide, as canvas, and as companion. They describe the relationship style, risks and opportunities associated with each. Actually, traditional retail chains and brand aggregators dominate the market, but digital platforms are disrupting these models by offering a broad scope of products across categories and encouraging consumers to start their purchase journeys on their platforms. For branded goods manufacturers, the threat from brand aggregators is also significant. These platforms standardize product presentation, limiting brand differentiation and encouraging consumers to compare products primarily based on price and customer rating. However, some manufacturers are turning this digital threat into an opportunity by creating their own brand flagship platforms. Big brands companies are leveraging platform structures to establish direct connections with consumers and integrate third-party businesses into the value creation process. By doing so, they offer a more holistic range of products, services, and content, transcending traditional product-centric perspectives. These brand flagship platforms allow companies to expand their core value offering and provide consumers with a comprehensive solution that goes beyond a mere sales channel. In conclusion, the article highlights the shift towards brand flagship platforms as a strategic move for branded product companies to bypass traditional digital aggregators and establish direct relationships with consumers. By embracing digital platforms and involving consumers and third-party businesses in the value creation process, companies can offer a more compelling and differentiated experience to meet consumer needs in today's competitive market landscape.

The Effectiveness of Influencers in Recapturing Former Customers for Big Brands

The Effectiveness of Influencers in Recapturing Former Customers for Big Brands

Intelligent influencer marketing: how AI-powered virtual influencers outperform human influencers

Is it already the end of the influencers' era? More specifically the human influencers' era? Indeed, AI-powered digital avatars called “virtual influencers” are replacing them as marketing influence partners with the biggest brands, such as Prada, Gucci, and Louis Vuitton. By this choice, they avoid associating their business with the names of influencers who could have a very bad reputation overnight. This research aims to understand the incredible popularity of certain virtual influencers among consumers as well as their limits. This article explores this emerging phenomenon using a mixed qualitative methodology combining three retail case studies in Brazil and 16 experts open-ended interviews with. The results show that: (1) not being human is advantageous to virtual influencers; (2) their story is more important than their appearance in creating engagement; (3) they contribute to improve digital marketing campaigns; and (4) they seem more authentic than human influencers.

Organisational Identity Construction on Social Media Amidst COVID-19: The Case of a Fast-Food Chain in Malaysia

COVID-19 has profoundly changed the way big brands communicate on social media and it is crucial for them to redefine their identities online for businesses to survive during trying times. This qualitative study examines the discourse strategies adopted by a popular fast-food chain in Malaysia, namely McDonald’s, in its postings on a social media platform during the pandemic. Through a hybrid analytical framework consisting of Critical Discourse Analysis and Politeness Theory, 79 postings on Facebook related to COVID-19 have been identified, coded and then examined using thematic analysis. The analysis found that McDonald’s adopted colloquialism, code-switching and linguistic politeness as its relational and localization strategies in communicating on Facebook. Further analysis also suggests that the organisation has utilised the social media platform consistently not only to keep the business afloat but also as an opportunity in expressing solidarity with and showing empathy towards Malaysians (for example, through COVID-19 hashtags like #safewithmekdi and #staysafe), creating a positive online organisational identity during the pandemic. This critical discourse study highlights the importance of altruistic values and prosocial behaviour in an organisation and hopes to shed light on the prominent role of linguistic strategies in online communication especially in managing a crisis. Keywords: Business communication, critical discourse analysis, linguistic politeness, organisational identity, COVID-19.

Mamaearth: from a mother’s dilemma to a multi-crore brand

Learning outcomes The case study has several objectives: to gauge the evaluation of the direct-to-consumer industry in the economy of India, to analyse the competition of the brands, to ascertain the evolution of smaller direct-to-consumer (DTC) brands on the purchasing capacity of consumers, to analyse challenges in branding in Tier 2 and 3 cities and to evaluate the strategic branding decisions of Mamaearth. Case overview/synopsis During her pregnancy, Ghazal Alagh and her husband Varun Alagh, the co-founders of Mamaearth, were looking for some good and natural products for their baby’s skincare. However, she could not find products that were 100% safe. Hence, as a concerned mother, she started using a few hands-on home remedies for her baby, which were 100% organic, and then the idea clicked to her to start a baby care brand named Mamaearth, which later also included personal care products. The company started as a DTC/internet-first brand in 2016, which only used to sell products online without any intermediaries when it was still trying to make its way in the market and was aware of the stiff competition by giants such as Hindustan Unilever and Proctor & Gamble, who were ruling the market for decades. When the COVID-19 pandemic hit, the market saw a shift in consumer buying patterns. There was greater use of e-commerce touch points for shopping, as various digital platforms such as the official site of products, social media and mobile platforms were used by consumers during the pandemic, leading to digitalization in buying and digitalization of consumer shopping journey. These technology platforms were expected to play a substantial role in reaching and creating consumer awareness, transaction and retention post-COVID according to reports by Deloitte 2020. Moreover, such a shift in behaviour amidst the COVID-19 pandemic shot up sales of this DTC brand and made itself the big shot it is today, where they were looking to get into an initial public offering in just seven years of its launch. They re-evaluated their strategy, which helped them become the biggest brand in no time. Complexity academic level This case study is suitable for Doctor of Philosophy students. Supplementary material Teaching notes are available for educators only. Subject code CSS 8: Marketing.

The spillover effects of positive and negative corporate social responsibility publicity: How and why the effect is lessened versus amplified

AbstractBuilt on the categorization theory and Herzberg's dual‐factor theory, this study consisted of two experiments to investigate how and when small brands were affected by the corporate social responsibility (CSR) performance of other brands in the same product category. This study specifically focused on the type of CSR publicity (positive vs. negative), brand fit (high vs. low), and other brands' leadership positions (high vs. low). The results of Study 1 (156 U.S. consumers) revealed that a leading brand's CSR activities can increase consumers' CSR expectations toward another big brand more than that toward a small brand, by setting up consumers' CSR expectation standards toward the industry as a whole. That is, the big brand's CSR performance was less likely to increase CSR expectations toward the small brand. Study 2 (244 U.S. consumers) confirmed that a brand's CSR activities positively influence its product attitude. In addition, the effect of a small brand's negative CSR publicity on its product attitude was mitigated by other brands' similar publicity. In contrast, other brands' publicity did not amplify the effect of a small brand's positive CSR publicity. These findings manifested small brands were conditionally influenced by other brands in the same category. This suggested that small brands should strategically allocate resources to fulfill CSR by determining their position relative to leading brands as well as to other players in the market.

Analyzing the Marketing Strategies of Babolat and the Impact of RafaNadal on Consumers

Nowadays, there are varieties of tennis equipment brands, and it was a huge industry. As more brands were founded, the competition between each brands increases and become more intense. Among all of the brands, Babolat had become the biggest and most famous brand globally. There were studies about sports marketing strategies previously, but barely no studies about Babolat specifically and their marketing strategies. Therefore, the topic of this paper will be to analyze the reason of Babolat being the biggest brand around the world and the impact of star players on consumers decisions. Additionally, the paper will also provide some solutions and suggestions based on the marketing strategies. The research method that will be used is literature analysis. The sports marketing strategies of Babolat will be collected. It is concluded that star players not only could enlarge the products but also increase the consumption rate of consumers. Additionally, sports athletes could also spread positive spirits of this particular sports.

Redefining Sustainability: A Review of the Big Names from the FMCG Industry Taking Significant Measures

Human resource is one of the most crucial factors in the organization. Recent years have shown an inclination towards sustainability among organizations. Sustainability calls for a particular set of guidelines to ensure that we are making optimum utilization of resources without causing any harm to the environment. For the past few years, many researchers have been actively working on this issue and summarized their findings in research papers. Past studies reveal that many organizations consider sustainability a critical issue and continually work on improving their strategies. This study aims to discover the factors that gave rise to the concept of Green Human Resource Management, how it evolved with the dynamic market and what contributions have been made by top brands through their Green HRM policies. Purpose: The purpose of the study was to highlight the working patterns of high performing companies from the FMCG industry. The ideology behind the study was to track the steps taken by big brands towards betterment of the society and towards the environment. Theoretical framework: This study aims at highlighting the concerns of today that might severely affect market and the society in the future. Since HRM practices contribute to the implementation and upkeep of an environmental management system (EMS), helping organizations achieve higher environmental performance (EP), it is becoming increasingly clear that the environmental impacts of HRM processes should be taken into account at every stage of the process (Gilal et al., 2019; Yusoff et al., 2020). In reality, GHRM makes sure businesses extend widely and adopt more ecologically responsible practices. GHRM is crucial for business management for a number of reasons, including the advantages to the environment, retaining employees, and boosting a company's appeal. According to earlier HRM literature (Pham et al., 2020; Awan et al., 2022) individual practices, rather than a collection of practices, had a greater impact on a company's success. Design/ Methodology/ Approach: The study is primarily based on past researches and data directly referred from the companies’ sources for utmost authentication of facts added. Findings: Big brands are taking initiatives like reducing the carbon footprint by taking certain actions basis the chain they ae dealing in. The companies are not only making strategies for the same, but also taking a step in creating awareness regarding the hot topic. Research, Practical & Social implications: Sustainability is becoming a need for the hour considering the limit of the resources that we possess today. Major factor while extracting resources is the make sure that we are putting in extra effort to replenish those resources. For instance, paper. If we want two trees for paper, we must plant at least four trees to make up for the damage we are doing today. Thus, if we want to make sure that our future generations would be able to access and use resources as we are doing today, we must follow certain self-made rules for the same.

Case Studies on Big Brands Using Influencers to Win Back Lost Customers

Case Studies on Big Brands Using Influencers to Win Back Lost Customers

Antecedents for online food delivery platform leading to continuance usage intention via e-word-of-mouth review adoption.

The focus of hospitality initially was on ambience and novelty to attract customers. With the rise of the digital revolution, the hospitality industry has also undergone significant change. Long-distance travel at the workplace, odd working hours, and a variety of food options have driven people staying in Indian metropolises towards online food delivery (OFD) services. The popularity of OFD services has risen because of their practicality, simplicity, and a rise in consumer confidence in digital payments. Specifically, for the food industry, digitalization has opened new horizons to capture customers. The competition is not among the big brands, but big brands are competing with homemakers who run tiffin services, and street food hawkers who claim to provide traditional Dhaba-style food and fast food. The customers are loaded with unlimited options to choose the food in terms of price, cuisine, quality, etc. The present research examines the associations between service quality of OFD services, perceived ease of use, and word-of-mouth review adoption, leading to expectation confirmation modeling. The path analysis was carried out using data from 500 Indian respondents residing in Tier-I cities who have been using OFD services regularly. The research outcome shows that servqual has a positive influence on perceived ease of use and confirmation. Additionally, it encourages continued usage intentions because of its favorable impact on the adoption of e-word-of-mouth reviews.

DEVELOPING WEB-BASED INFORMATION SYSTEM FOR BOOKING INFLUENCER SERVICES ON CYCLONE MANAGEMENT

<p>Cyclone Management is an influencer<br />marketing agency based in Cikarang, Indonesia. Cyclone<br />Management's talent portfolio includes 80+ portfolios<br />and hundreds of tags from talents who have already<br />collaborated with several big brands on its Instagram<br />Feeds. This final project will discuss establishing a web-<br />based information system for booking influencer services<br />in cyclone management. This system will display<br />information about talent to help brands choose the right<br />influencer to promote their products.</p>