Marketing Activities Of Businesses Research Articles

Pengaruh Viral Marketing dan Costumers Trust terhadap Buying Decision Melalui Media Promosi Akun Instagram @Kuliner_Lampung dalam Perspektif Bisnis Islam

Current developments in consumer behavior, most company business activities use the internet network. This is also done by companies when carrying out promotions. One of the activities carried out by the company is carrying out promotions using the internet network or better known as digital marketing. There are many developments in internet technology that are used in business marketing activities (e-marketing), one of which is currently developing is Viral Marketing. Viral marketing is carried out so that the message conveyed can be passed on by the recipient, resulting in multiple distributions. Viral marketing works like spreading a virus which aims to ensure that advertising messages communicated to the public can be disseminated many times over to other people. A consumer's trust in a company is really needed because businesses through viral marketing use the internet network, which means they don't meet each other face to face in transactions.

Marketing Mix 7P Strategy Analysis At PT. Ayo Media Network Bandung

PT. Ayo Media Network Bandung is a company engaged in the digital mass media industry, offering a digital news portal product called AyoBandung.com. This research aims to obtain information and a real picture of how the implementation of the 7P marketing mix strategy is carried out by PT. Ayo Media Network Bandung in developing the AyoBandung.com product. The method used in this research is explorative qualitative, which concretely describes how the company implements the product, price, place, promotion, people, process, and physical evidence strategies. Data collection techniques for this research include interviews with 7 informants, documentation and literature studies, as well as source triangulation. The results of this research indicate that the company has implemented all elements of the marketing mix in its business marketing activities. However, not all elements are running optimally. The product, price, process, and physical evidence elements are functioning well. Meanwhile, the place, promotion, and people elements are still facing some obstacles.

The Practice of Tourism Product Endorsement: Perspective of Islamic Business Ethics in Social-Media

The rapid development of technology and information has caused the use of the Internet to be higher. One of the widely used digital business marketing activities is social media endorsements which are currently being used to inform products to consumers through Tiktok and Instagram social media. However, some endorsers are dishonest in providing consumer product reviews in endorsement activities. Thus, in its application, endorsement practices still do not follow the principles of advertising promotion according to Islamic business ethics. For this reason, this paper aims to discuss the practice of endorsement on social media TikTok and Instagram from the perspective of Islamic business ethics by Muslim endorsers. The research method applied for qualitative with a depth-interviews. The results showed that first, endorsement business ethics in Islam is that the endorsed product must be responsible, honest, and authentic; the endorsers must be friendly and polite; the endorser must cover the aurat (body parts covered), not praise excessively, do not use swear, be transparent, and do not demonize other products. Second, regarding the practice of endorsement on social media, Tiktok and Instagram, from the perspective of Islamic business ethics, have found several ethics that are violated when endorsers promote products to consumers.

Business marketing activities in Ukraine during wartime

The war in Ukraine dealt a crushing blow to the country’s economy. The relevance of the topic is due to the marketing ability to be an effective tool for restoring and developing business in Ukraine. The paper aims to define the state and prospects for developing business and its marketing component during the war in Ukraine. The research analysis demonstrates that the share of business representatives who completely or partially ceased their activities during the first three months of the war decreased from 75.3% in March to 49.0% in May (compared to February 24, 2022), which is indicative of the gradual resumption of business in Ukraine. At the same time, it was found that in May 2022, the food retail, non-food retail, household appliances, and electronics sectors partially resumed their work. The best renewal rates are observed in the jewelry sector, and the worst – in the entertainment sector. A study of marketing activities in Ukraine shows that the most positive changes regarding gradual renewal are observed in digital marketing. The paper highlights the key consequences of hostilities for Ukrainian business and its marketing activities: supply chain disruption, reduced purchasing power, changes in consumer demand, stockpiling, and a state of uncertainty among business representatives. In addition, the study offers general approaches to adapting marketing and SMM during the war to preserve, restore, and further develop business in Ukraine.

ОСОБЛИВОСТІ МАРКЕТИНГОВОЇ КОМУНІКАЦІЙНОЇ ПОЛІТИКИ В УМОВАХ ВІЙНИ

This article analyzes the peculiarities of implementing marketing communication tools during martial law. Internal conflicts or international wars affect the marketing techniques of businesses in any sector of the economy. Therefore, the main trends and features in marketing communication tools in the conditions of martial law in Ukraine were analyzed. Intensification of marketing advertising activities of companies is predicted. The main factors are defined based on which the plan of marketing activities of the enterprise in the conditions of martial law is developed. Common examples of brand activity during martial law are given. A set of advice on marketing communications during the war has been formulated. The most important future topics in society and marketing communications in Ukraine have been identified. A full-scale war always affects the lives of the population. The social and economic activity of the state and business in such conditions must change and adapt to new realities. Russia's war against Ukraine exacerbated old problems and led to the emergence of many new ones that require an immediate response, security measures, and reform of the system in general. Ukraine mobilized all resources to increase the effectiveness of resistance to Russian aggression, support the economy's stability based on innovative and marketing principles, and complete the country's post-war recovery. The actuality of the topic is due to the need to analyze trends in the country's economy and society in general in the conditions of martial law in order to avoid mistakes when planning business marketing activities. With the beginning of the Russian-Ukrainian conflict more than eight years ago, the government of Ukraine began to develop various methods of communication with the population. It is necessary to explain the specifics of the security, social, and legal components of life during the war, simultaneously encouraging society and stimulating it to economic activity. The same thing happened with business, as it participates in social life. The issue of social responsibility in marketing communications in war conditions becomes especially acute.

Nature and evolution of digital-marketing

This scientific article considers the constantly growing role of digital marketing in the overall range of business marketing activities in the modern world. The historical aspect of development and implementation of digital marketing is outlined in the first part of the article. The article considers the chronology of digital marketing development from the middle of the twentieth century and specific transition from classic to digital marketing. The key moments that changed the specifics of marketing are highlighted; the information of different approaches to the evolution of marketing is structured. The authors of the article analyze the diversification of the approaches defining the concept of digital marketing by domestic and foreign scientists. It is determined that the concept of «digital marketing» should be considered as a process of promoting goods and services of the enterprise with the involvement of digital technologies, mobile devices and the Internet in the general marketing activities of the business. Besides that, the difference between digital marketing and Internet marketing is also described by mentioning the main instruments involved in these processes. The work supplies examples of the efficient digital instruments which are important for brand promotion. The significant emphasis is placed on changes in marketing activities that contribute to the further development of brands. In the end of the article, the authors conclude that the current stage of the market economy development in a pandemic situation, fierce competition and global transition to online life creates new conditions in which the implementation of an effective promotion mechanism is an integral condition for each successful business seeking to increase its profits and pace of development.

SoLoMo marketing as a global tool for enhancing awareness of eco-innovations in Slovak business environment

Research background: Thanks to globalization, a number of new possibilities and available technological solutions have emerged, thus modernizing marketing communication activities and bringing a broad spectrum of business opportunities to the single European market which enterprises may use to their benefits. Changes are much more frequent than ever before. Therefore, it is important to search for innovative solutions which contribute to more effective fulfillment of goals, generate positive changes or increase value for customers and as a matter of fact, enhance innovative performance and business competitiveness.
 Purpose of the article: The paper deals with the presentation of eco-innovations in the business environment using creative tools of online marketing communication. Eco-innovations are a phenomenon which is present across all business activities and processes including marketing communication. The authors study such marketing activities of businesses which are part of corporate social responsibility, generate business growth and finally help to improve the global environment. The authors also present the partial results of their own quantitative marketing research in order to describe the application of SoLoMo marketing tools in the presentation of eco-innovations in the Slovak business environment.
 Methods: The authors prepared a standardized questionnaire on a sample of 300 Slovak businesses. To test the dependence or independence of the variables, a Chi-squared test and Fisher´s exact test were used.
 Findings & Value added: Despite the generally growing trend of the use of mod-ern online marketing tools, the research showed that Slovak businesses do not inform sufficiently about their eco-innovation activities, do not address all prospective target groups and do not make enough effort to enhance environmental awareness of the wider public. The results of the research will serve as basic information for the following specific studies, the main aim of which is to spread awareness among consumers and to eventually provide them with practical recommendations. In addition, the given theoretical part of the paper represents a valuable summary of information about the modern SoLoMo marketing concept while providing a detailed overview of other relevant research studies in the given field. Therefore, the paper portrays an overview of opportunities for the implementation of digital tools of marketing communication in small, medium-sized and large enterprises.

Warning Label Placement: The Difference Effect of Social Risk and Health Risk Consequences

Purpose: The warning label tested in this study is a textual visual warning label that is concerned with warning of health risks, the source of warning messages, the layout of warning labels, and the use of children's idol images on warning labels. The main targets of marketing unhealthy products are children and adolescents. Accordingly, this study targets the kids and tweens age groups. Design/Methodology/Approach: One tool that is believed to change the consumption behavior of products that are at risk for health is to use warning labels on product packaging. The method used in this study is a lab experiment, involving participants from two age groups, namely kids and tweens. As a persuasive measure, both visual and textual warning labels are believed to be able to change people's consumption behavior. Findings: The negative effects that arise from business marketing activities cause social marketing to be one of the academic urgencies in the realm of marketing science. In the past decade, the international community has been very concerned about advertising unhealthy products for children and adolescents. The results of the study found that the difference in location of the warning label placement, and the use of idol images significantly affected the effectiveness of the warning label. Practical Implications: The results of this study are useful for the development of social marketing science, especially the study of warning labels, namely recommending alternative warning labels that can be used in addition to health risks, namely warning labels with social consequences. Originality/Value: For policy makers and observers of social marketing, this research provides a set of innovations that can be used to support the success of junk food product demarketing strategies.

Business Marketing in China: Review and Prospects

Purpose: Given the growth in research on business marketing in China, there is an imperative need to provide a comprehensive understanding of business marketing issues in China. Thus the authors attempt to conduct a comprehensive review to obtain that understanding and to address the following questions: How much progress has been made in understanding business marketing issues in China, and how much progress has been made regarding theory development in this domain? Methodology/Approach: The review covers a total of 153 research articles from 23 key marketing and management academic journals from 1990 through 2009. The authors also propose a theoretical framework consisting of three theories to review the fragmented literature: a theory of Chinese business marketing; a theory of Chinese comparative business marketing; and a Chinese theory of business marketing. Findings: The review enhances our understanding of the theoretical development in the domain of business marketing in China. The review on studies using China as a research sample suggests that most research attempts to exemplify extant business marketing theories in the Chinese context. The review on studies using China as a comparison object shows that marketing is a relatively new phenomenon in China, and thus many business marketing activities in China are different due to the cultural, institutional, and economic situations. The review on studies using China as a unique object documents distinctive business marketing phenomena in China such as guanxi (personal connections) and xinyong (personal trust) and provides theoretical understanding of these phenomena. Originality/Value: The authors develop a new theoretical framework to review the literature: a theory of Chinese business marketing, a theory of Chinese comparative business marketing, and a Chinese theory of business marketing. The framework contributes to the literature by understanding different usages of a context in business marketing research and by suggesting possible theoretical development in this domain. The review identifies potential topics and theoretical development for future research in each of the three areas. The review also provides important managerial implications for practitioners by offering a comprehensive understanding of how business marketing practices are operated in China.