Compelling Content Research Articles

Promotion Strategies and Performance of Taxi-Hailing Services in Calabar Metropolis

This study examined promotion strategies and performance of taxi-hailing services in Calabar Metropolis. It specifically aimed to determine the effects of sales promotion, direct marketing, advertising, and influencer marketing on the performance of taxi-hailing services. The study adopted cross-sectional survey research design. A structured questionnaire was used to obtain primary data from 232 passengers of Bolt taxi services in Calabar. Descriptive statistics were applied for data analysis and interpretation, while the hypotheses developed for the study were tested using multiple linear regression in the Statistical Package for the Social Sciences (SPSS 23). The findings of the study revealed that the promotional strategies applied by taxi-hailing services (sales promotion, direct marketing, advertising and influencer marketing) have been effective in substantially improving their marketing performance in Calabar. Hence, it was recommended that operators of taxi-hailing services in Nigeria can enhance their marketing performance through sales promotion by implementing targeted promotional discounts during off-peak hours, introducing loyalty rewards for frequent users, and partnering with local businesses to offer bundled service packages, thereby attracting new customers and increasing customer retention. The study also recommended that operators of taxi-hailing services should integrate direct marketing strategies such as leveraging targeted social media campaigns to engage local communities, implementing personalized email promotions based on user preferences, utilizing strategic telemarketing to re-engage inactive users, offering exclusive in-app discounts and promotions, and creating compelling content marketing that highlights service benefits, thereby increasing customer acquisition, retention, and long-term engagement significantly. Other recommendations were made to provide a practical framework for operators of taxi-hailing services to improve marketing performance through effective promotional strategies.

Investigating perspectives towards online content that promotes road safety: A qualitative study across three age groups

Introduction: Social media is an ideal platform for displaying online material that promotes road safety and discourages road rule violations. However, limited research has investigated the impact of online material promoting road safety on attitudes and behavior, and whether different age groups are influenced by such content. Method: The qualitative study explored: (a) opinions and attitudes towards online material/content that promotes road safety/discourages illegal driving behavior; (b) whether participants believe this content can influence attitudes/behavior; and (c) whether these opinions differed across age groups. Sixty-six licensed Queensland drivers participated in a focus group. Three age groups were included: young drivers (17–25 years; n = 21), middle-aged drivers (26–49 years; n = 22), and older drivers (50 + years; n = 23). Results: The data were analyzed using reflexive thematic analysis, resulting in four themes: (1) Metrics behind a persuasive message, (2) Diverse and compelling content, (3) Demographics matter, (4) Each to their own. Conclusions: There is the potential for social media to help promote road safety messages. Therefore, these findings have important implications for road safety messaging strategies and future research. Practical Applications: Future research could benefit by exploring ways to increase exposure to online material promoting road safety and determining which social media platforms are more likely to promote road safety material, with consideration to online algorithms.

Influence of Social Media Marketing on Destination Choice among European Travelers

Purpose: The aim of the study was to analyze the influence of social media marketing on destination choice among European travelers. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Social media marketing has a significant influence on destination choice among European travelers, as it shapes their perceptions and decision-making processes. Studies show that platforms like Instagram, Facebook, and YouTube serve as key sources of inspiration and information, with user-generated content and influencer recommendations often playing a pivotal role in shaping travel preferences. Travelers are particularly drawn to visually appealing content, which showcases destinations' attractions, culture, and experiences in an engaging manner. Unique Contribution to Theory, Practice and Policy: Uses and gratifications theory (UGT), social proof theory & elaboration likelihood Model (ELM) may be used to anchor future studies on the influence of social media marketing on destination choice among European travelers. Travel businesses should invest in creating visually compelling content that showcases their offerings. Destination marketing organizations (DMOs) should adopt policies that prioritize high-quality visual content in their marketing strategies.

Why youth continue watching reality shows on social media? A case study in Vietnam

This research investigates the motivations of Vietnamese college students to use social media to watch reality shows. Understanding students’ motivations for using social media to watch reality shows is vital to developing relevant and compelling content, creating content that meets the insight of target audiences, and promoting the growth of the media industry and the interests of users and businesses. This research uniquely combines Technology Acceptance Model and Use and Gratification Theory theoretical frameworks to develop a conceptual model to investigate the motivations that motivate Vietnamese students to watch reality shows through social media platforms. Findings show that college students know the ease of use and usefulness of media technology and the basic cognitive, social, and emotional satisfaction they derive from media use to watch reality shows. The results show that this study was successful in exploring Vietnamese students’ motivation for utilizing social media to view reality shows. This research contributes to individuals’ understanding and motivation for using social media to meet their needs. These findings help improve the content creation capabilities of reality show producers through technological innovation and enhanced experiences based on the needs of viewers, especially Vietnamese students.

Implementation of Social Media Efforts to Increase Sales at PT. Fertilizer Sriwidjaja Palembang

This research delves into the assessment of social media implementation at PT Fertilizer Sriwidjaja Palembang, with a specific focus on the TikTok, Instagram, and YouTube platforms. The study aims to discern the influence of these platforms on brand awareness, product sales, and consumer behavior. Utilizing interviews, observations, and qualitative data analysis, the findings reveal that TikTok plays a substantial role in elevating both brand awareness and sales. Meanwhile, Instagram emerges as an effective platform for comprehensive product introduction, and YouTube introduces an innovative dimension through the creation of compelling content. This study sheds light on the multifaceted impact of social media platforms on various aspects of business at PT Fertilizer Sriwidjaja Palembang.

The Role of Digital Literacy in Optimizing Social Media for MSMEs in the Digital Economy Era

In today's rapidly evolving digital landscape, business operators must adeptly understand and evaluate information, particularly in digital formats. Within the realm of social media, digital literacy is indispensable, enabling individuals and organizations not only to utilize these platforms but also to harness them strategically and securely. Proficiency in digital literacy, which includes a comprehensive understanding of various social media features, is crucial for SMEs striving to achieve their business objectives through social media. The impact of digital literacy on social media utilization by SMEs is profound. With robust digital literacy skills, SMEs can refine their marketing strategies, produce compelling content, manage customer interactions efficiently, and safeguard their enterprises from digital threats. Conversely, insufficient digital literacy can hinder SMEs' ability to capitalize on social media opportunities and fully realize their potential. Consequently, advancing digital literacy is vital for SMEs to remain competitive and thrive in today's digital marketplace.

The Mastering Influencer Marketing: Strategies for Success

Abstract: Influencer marketing has emerged as a powerful tool for brands to engage with their target audiences in an authentic and impactful way. This abstract explores key strategies for mastering influencer marketing, delving into the importance of identifying the right influencers, crafting compelling content, fostering genuine partnerships, and measuring campaign effectiveness. By understanding the nuances of influencer selection, content creation, and relationship building, brands can navigate the evolving landscape of influencer marketing to achieve lasting success and maximize their return on investment. This abstract provides valuable insights for marketers seeking to leverage influencers as a strategic component of their marketing mix in today's digital age.

Influence of Digital Marketing Strategies on Purchase Intention

Digital marketing is inevitably becoming popular in the marketing realm. Leveraging digital marketing strategies have been instrumental in fostering communication and engagement between brands and customers. These are recognized as powerful drivers capable of shaping customer’s purchase intention. However, a limited number of research explores the influence of these emerging trends on purchase intentions of customers in the fast-food chain industry. Therefore, the aim of this paper is to examine the influence of digital marketing strategies on customer’s purchase intention, and to identify the most effective digital marketing strategy for crafting compelling content and disseminating marketing messages to achieve the intended marketing goal. This study employed a correlational quantitative research approach with convenient selection of participants, utilizing a modified survey questionnaire as the principal means of data collection. The sample consisted of One Hundred Ninety-eight (198) actual customers of selected fast-food restaurants in España Boulevard, Manila. The data retrieved from the survey questionnaire was analyzed and interpreted using a Five-point Likert scale designed for measuring inter valdata. The findings of this research revealed that utilizing social media marketing, webinar platforms, mobile applications and e-commerce significantly influence customer’s purchase intention. Furthermore, it came to light that there is a highly statistically significant relationship between digital marketing strategies, namely, social media marketing (r=0.864, p=0.027), brand exposure through webinar platforms (r=0.802, p=0.055), mobile applications and e-commerce (r=0.854, p=0.031) on customer’s purchase intention of selected fast-food restaurants, and a positive strong correlation between affiliate marketing (r=0.759, p=0.080) and the latter. In addition, the results revealed that there is a positive moderate correlation between content marketing (r=0.548, p=0.260), and email marketing (r=0.575, p=0.232) on customer’s purchase intention.

Navigating the New Age: Exploring Operations and Modern Business Models in Film and Television Production

This article explores the dynamic film and television industry’s operational system and diverse business models. The industry has adapted its strategies in response to globalization, technological advancements, and changing consumer behaviors. The operational system encompasses stages from development to exhibition, ensuring creative ideas translate into compelling content. Business models include the product-oriented, market-oriented, and Business Model 2.0. The digital revolution has ushered in the Long Tail, DIY, and 360-degree models, reshaping distribution and engagement. Applying field theory, the article examines the industry as a structured field where actors vie for different capitals. This multidimensional analysis deepens our understanding of how these models drive the industry’s evolution. The article discusses how the relationship between creating content and making money has become more complex due to the growth of streaming platforms and online distribution. This has led to a need for new ways to make money from content, such as subscription services, ads, and pay-per-view. The industry is focused on finding ways to make consistent profits.

Teaching English Online During the COVID-19 Pandemic in Saudi Arabia: Challenges and Pedagogical Opportunities

With the spread of COVID-19 all over the world, the transformation of the educational system and the implementation of remote lessons became the only possible variant to continue the process of teaching students for English as a foreign language (EFL) teachers. This tendency was unexpected and became rather difficult for teachers and administrators who were typically not involved in online education to facilitate that change smoothly. The purpose of the study is to investigate the pedagogical opportunities and challenges for teachers who have to work online during the pandemic organizing the lessons of foreign languages in Saudi Arabia. The study is based on the analysis of the information received during qualitative semi-structured interviews with teachers from Saudi Arabian Universities and English language centers who use online classes as an alternative to traditional English lessons. The results of the study show that from the teacher’s perspective, challenges included a lack of student engagement, unnatural communication patterns, unusual requirements for planning content, and technical difficulties. The study found that remote education is hampered by low student engagement, lack of appropriate technology, incompatibility with new technologies, emotional stress, communication issues, student perception of material, attention on work, and inability to communicate with teachers and classmates. Moreover, the major findings include the solutions to the existing issues of online education, such as the creation of compelling content, the use of powerful online tools, the provision of effective platforms to students, the deeper focus on listening skills, and the use of technologies.

The Impact of Video Marketing on Audience Engagement

In today’s digital landscape, video marketing has become as a strong tool for businesses to establish relationship with their target audiences. This study delves into the dynamic relationship between video marketing and audience engagement, aiming to provide insights into its effectiveness and underlying mechanisms. Through a comprehensive analysis, we measure the impact of video marketing campaigns on various audience engagement metrics, such as views, likes, comments, and shares, to gauge their effectiveness in capturing audience attention and fostering interaction.Furthermore, this research endeavours to identify the key factors within video content that drive higher levels of audience engagement. By dissecting elements such as storytelling techniques, visual appeal, length, and tone, we aim to uncover the nuances that contribute to a compelling viewing experience, prompting audiences to actively engage with the content. Understanding these factors is crucial for marketers seeking to create more impactful and resonant video campaigns.Ultimately, this research aims to contribute to the evolving landscape of video marketing by offering evidence-based insights into its impact on audience engagement. By understanding the intricate dynamics between video content and audience interaction, marketers can refine their strategies, create more compelling content, and forge deeper connections with their target audiences in an increasingly competitive digital environment.

Marketing Strategy Research in China's Milk Tea Industry: A Case Study of Mixue

This paper delves into the marketing strategies employed within the dynamic landscape of China's milk tea industry, with a specific focus on Mixue as a compelling case study. The milk tea sector in China has witnessed remarkable growth and transformation in recent years, driven by changing consumer preferences and a burgeoning youth demographic. Through a meticulous analysis of Mixue's marketing strategies, this research aims to unravel the key factors contributing to the brand's success in this fiercely competitive arena. The study employs a multifaceted approach that encompasses various dimensions of marketing, including product innovation, branding, pricing, distribution, and promotional tactics. Mixue's ascendancy within the milk tea industry is underpinned by its adept utilization of social media platforms, reflecting the evolving nature of consumer engagement in the digital age. The brand's ability to create compelling content, engage with its target audience, and harness the power of user-generated content has played a pivotal role in bolstering its market presence. Furthermore, this research examines Mixue's strategies for differentiation and brand positioning within the crowded milk tea marketplace. The findings shed light on the brand's unique selling propositions and how these resonate with consumers, ultimately influencing their purchase decisions. As a case study, Mixue's marketing strategies provide valuable insights for both industry practitioners and academics seeking to understand the evolving dynamics of the milk tea sector in China. By examining Mixue's approach, this research contributes to a broader comprehension of successful marketing strategies within the context of China's vibrant milk tea industry.

Strengthening Libyan Hospitality: A SOAR Analysis of Digital Marketing Strategies and Practices in the Tourism and Hospitality Sector

The Libyan hospitality sector is a growing industry with significant potential and its sector plays a pivotal role in the country economic development, offering vast potential for growth and prosperity. In the digital age, the effective utilization of digital marketing strategies and practices is crucial for tourism and hospitality enterprises to enhance their competitiveness and attract a global audience. This study employs a systematic SOAR (Strengths, Opportunities, Aspirations, and Results) analysis to assess the current state of digital marketing in the Libyan hospitality sector and provide insights into areas for improvement.
 This study demonstrates the effectiveness of using SOAR analysis to enhance digital marketing strategies and customer service within the tourism and hospitality industry. By implementing a SOAR-based framework, businesses were able to improve website traffic, social media engagement, bookings, and ultimately, customer satisfaction.
 This research offers a unique perspective on optimizing digital marketing in the tourism sector by introducing a framework rooted in SOAR analysis. The proposed approach highlights the critical role of creating compelling content, leveraging social media platforms, and continuously evaluating results for sustained growth.
 This research analyses the current state of digital marketing in the Libyan hospitality sector using a SOAR framework (Strengths, Opportunities, Aspirations, and Results). Key findings reveal the sector's potential for growth, highlighting its rich cultural heritage, diverse landscapes, and untapped resources. The study also identifies opportunities for improvement, including website optimization, social media engagement, online reputation management, and data-driven decision-making. Ultimately, the research provides actionable recommendations to strengthen Libyan hospitality's digital presence and competitiveness in the global tourism market.

Impact of Technology in Financial Management

Goel Digital Marketing Agency, founded in 2021, is a cutting-edge company that specializes in providing comprehensive digital marketing solutions to businesses of all sizes. With a team of highly skilled professionals, they are committed to helping their clients establish a strong online presence and achieve their marketing goals. Their innovative strategies and data-driven approach ensure that businesses stay ahead in the competitive digital landscape. Web design, web development, lead generation, search engine optimisation (SEO), content marketing, email marketing, and online advertising. Our team of professionals is aware of how crucial it is to target the appropriate audience and produce compelling content that encourages conversions. We are able to generate high-quality leads for our clients and assist them in expanding their customer base by using the most recent tools and techniques. Branding services are also a key component of our offerings. We understand the importance of creating a strong and consistent brand identity that resonates with customers. Our branding services include logo design, brand messaging, and visual elements that effectively communicate our clients’ unique value propositions. With our expertise in branding, we help businesses stand out in the crowded digital marketplace and establish a memorable presence that drives customer loyalty and trust. Goel Digital Marketing Agency also provides master’s in digital marketing courses for individuals who want to gain in-depth knowledge and expertise in the field. These courses cover various aspects of digital marketing such as search engine optimization, social media marketing, content marketing, and analytics. By enrolling in these courses, students can acquire practical skills and strategies that are essential for success in the rapidly evolving digital landscape. With live projects and technical knowledge , students are able to apply their learning in real-world scenarios and gain hands-on experience. Additionally, the agency’s master’s program also offers networking opportunities with industry professionals, allowing students to build valuable connections and stay updated with the latest trends and advancements in digital marketing.

Billboard Advertising

This research explores the multifaceted dynamics of billboard advertising as a powerful tool for marketing campaigns. Billboards, large-scale print advertisements strategically positioned in high traffic areas, are examined through various lenses to uncover their demographic impact, impressions on viewers, marketing potential, creative expression opportunities, societal reflections, environmental concerns, and the importance of targeting a specific audience. The study delves into critical factors such as location, message clarity, and design in determining the effectiveness of billboard advertising. Insights from the research highlight that billboard advertising can significantly increase brand awareness, with case studies illustrating successful strategies. The study also emphasizes the importance of creative design and clear messaging to maximize the impact of billboard campaigns. The proposed outcomes suggest that billboard advertising can enhance brand image, increase social media engagement, and provide a favourable return on investment. In conclusion, effective billboard advertising relies on a harmonious blend of compelling content and captivating design to create a lasting impression and drive consumer action.

Measuring the mediating effect of satisfaction and compatibility on the relationship between podcast features and users’ intention of continuous usage and word of mouth

AbstractAmid the expanding podcast market, a myriad of podcasters and advertisers have ventured into hosting and endorsements. The paramount objective of this research was to ascertain the moderating roles of satisfaction (SAT) and Compatibility (COM) in the relationship between podcast characteristics and the Continued Use Intention (CUI) of users. To assess the ramifications of podcast attributes—technology affinity (TA), perceived playfulness (PP), multitasking (MT), social presence (SP), SAT, and COM—on Word of Mouth Intention (WOMI) and CUI, a questionnaire was disseminated among seasoned podcast users. From an aggregate of 250 returned questionnaires, 227 were adjudged as valid post invalidation scrutiny, yielding a 90% retention quotient. Employing the Structural Equation Modeling (SEM) approach for data analysis, the findings revealed the following: TA positively influenced both SAT and COM; PP favorably influenced SAT; MT cast a positive impact on COM; SP constructively affected both SAT and COM; COM positively influenced SAT; and WOMI constructively impacted CUI. This research propounds that podcast platforms might metamorphose into voice-anchored social platforms by curating compelling content, interweaving interactive constituents such as inducements or contests, and galvanizing listener engagement. We advocate for listeners’ indulgence in classical or ambient music during engagements, without requiring excessive focus on the host’s content.

Big Brother ‘Titans’ Show and Cable Subscription: A Case Study of GOTV Subscribers in Uyo

This study explored the impact of the popular reality TV show, Big Brother 'Titans', on cable subscriptions among GOTV subscribers in Uyo. A survey questionnaire was distributed among a representative sample of 322 GOTV subscribers in Uyo, focusing on their viewership habits, motivations for subscribing to GOTV, and the influence of Big Brother 'Titans' on their subscription decisions. The findings revealed that Big Brother 'Titans' has a significant impact on the cable subscription patterns of GOTV subscribers in Uyo. The majority of respondents reported watching the show regularly and acknowledged that it was a primary reason for their subscription. The captivating nature of the show, coupled with its interactive elements and the sense of community it fostered, emerged as key motivators for maintaining their GOTV subscriptions. The study concluded that "Big Brother Titans" show has become a major draw for viewers, prompting them to opt for cable subscriptions that offer access to the show. This demonstrates the power of compelling content in shaping consumer behavior and influencing market dynamics. Furthermore, the study recommended that GOTV should offer flexible subscription packages: This can include the ability to add or remove channels based on individual preferences. By allowing subscribers to customize their cable package, they can ensure access to the Big Brother Titans show without being constrained by unnecessary channels or costs.

Effects of Social Media Marketing on Consumer Buying Behavior

This study examines the effect of social media marketing on consumer buying behavior in Nepal, a typical developing country. The study used non-probability convenience sampling to survey 108 consumers and analyzed the effect of purchase intention, social network, social influence, and content marketing. Descriptive statistics, correlation, ANOVA, and multiple regression were employed for data analysis.The findings indicate that consumer buying behavior can be influenced by focusing on social network, social influence, and content marketing. The study aligns with previous research that highlights the importance of these factors in influencing consumer behavior. However, it is important to note that the literature review reveals a lack of research on the impact of social media on purchasing decisions in developing countries like Nepal. 
 The implications of this study are significant for marketers in Nepal. Firstly, marketers should prioritize social media marketing strategies to influence consumer buying behavior. Secondly, they should pay attention to building strong social networks, leveraging social influence, and creating compelling content to engage consumers. Thirdly, marketers should consider the role of purchase intention in shaping consumer behavior. Lastly, developing effective social media marketing strategies is crucial for influencing consumer buying behavior. In conclusion, this study contributes to the understanding of the effect of social media marketing on consumer buying behavior in Nepal. The findings suggest that social media marketing can influence consumer behavior, and the identified factors of social network, social influence, and content marketing play a crucial role. The study highlights the need for further research in this area and provides valuable insights for marketers seeking to leverage social media to drive consumer engagement and purchasing decisions in developing countries like Nepal.

Social Media Marketing: Strategies and Impact on Business

This paper aims to explore the field of social media marketing for businesses. Individuals use social media to stay in contact with friends, family and communities at large. Businesses of all kinds and sizes use social media to interact with customers and promote their brand at a relatively low cost. In today’s digital era, social media platforms have revolutionized the way businesses engage with their target audience, build brand awareness and promote their products and services. 
 The study delves into various strategies used in social media marketing such as selecting the right platform, creating compelling content, leveraging influencer collaborations and enhancing customer engagement. Additionally, the paper attempts to compare the effectiveness and impact of social media marketing with traditional marketing methods. For this purpose, a descriptive research approach was employed, utilizing secondary data. The research findings provide valuable insights into the significance of social media marketing as a powerful tool for businesses, especially micro and small enterprises to reach and engage with their customers. By embracing the power of social media marketing, businesses can effectively reach their target audience and stay competitive in this digital age.

INFLUENCING GEN Z MINDSET TOWARDS A PRODUCT THROUGH CONTENT MARKETING

This research paper investigates the effectiveness of content marketing in influencing the mindset of Generation Z (Gen Z) consumers towards a product. With Gen Z being a digitally native and socially conscious generation, traditional marketing methods may not resonate with them. Content marketing offers a unique opportunity to engage and influence this demographic by delivering relevant and compelling content through various digital platforms. The study collected data from 150 respondents within the Gen Z age range to understand their mindset, preferences, and values. The paper analyzes the strategies and implications of content marketing specifically targeted at Gen Z, highlighting the importance of understanding their mindset to develop effective marketing strategies. Authenticity, transparency, storytelling, emotional appeal, user-generated content, co-creation, influencer partnerships, collaborations, personalization, and interactivity emerged as key strategies for influencing Gen Z through content marketing.