Marketing Strategies For Customers Research Articles

THE INFLUENCE OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOR

This article examines how social media influencers impact consumer behavior in the fields of marketing and management. Utilizing a qualitative research method and analyzing secondary data, the research explores different facets of influencer marketing, such as authenticity, psychological factors, platform-specific dynamics, effectiveness measurement, and ethical concerns. Research shows that authenticity and trustworthiness are crucial in influencer marketing, in addition to the psychological aspects of social proof and parasocial interaction. Different dynamics on each platform emphasize the necessity of customized marketing strategies on platforms like Instagram, YouTube, and TikTok. Advanced analytics and sentiment analysis are essential for assessing the effectiveness of campaigns. Maintaining consumer trust relies heavily on adhering to ethical standards, such as following regulations and being transparent. The research highlights the significance of continuously studying and adjusting to new trends in order to fully utilize influencer marketing in modern marketing plans.

Analysis of Consumer Behavior and Discussion of Personalized Marketing Strategy in the Era of Big Data

This paper analyzes consumer behavior in the era of big data and explores personalized marketing strategies. Companies can gain valuable insights to develop customized marketing strategies using data mining techniques to analyze consumer behavior. This paper discusses the challenges and opportunities of big data in consumer behavior analysis and presents several case studies to illustrate effective personalized marketing approaches. The findings suggest that utilizing big data can significantly enhance the effectiveness of marketing strategies, leading to increased customer satisfaction and loyalty.

Customer Empowerment and Engagement Behaviours Influencing Value for FinTech Customers: An Empirical Study from India

The article aims to study the impact of consumer empowerment on customer engagement behaviours (CEBs) and their effect on customer value in the FinTech industry of India. A cross-sectional analytical study was carried out to collect data from 380 Indian FinTech app users using a survey questionnaire. The Partial Least Square Structural Equation Modelling (PLS-SEM) method was applied to test the conceptual model. This is one of the first research studies during the COVID-19 pandemic to show that customer-empowered behaviours predict positive CEBs such as reviews and testimonials, which then contribute to customer value. The indirect effects indicate that CEB mediates the relationship between customer empowerment and value. This study also operationalizes and validates customer engagement behaviour as a formative higher-order construct formed by four dimensions such as customers’ social media influence, form/modality, the scope and channel of engagement. To create customer value, FinTech practitioners and e-marketers should foster online communities and identify and manage customers’ need for control and empowerment for a particular service or product under study thus guiding them in designing customized marketing strategies. The study directs academicians and researchers to build engagement models that can enforce positive CEBs namely e-word of mouth, customer reviews and testimonials.

Mode of Collaboration between the Pharmaceutical Firms and Pharmacists: An Empirical Investigation of Social Media Marketing Activities

This study aims to explain the antecedents of B2B customer satisfaction in the pharmaceutical industry of Jordan. The study mainly investigates the direct role of social media marketing on B2B pharmacy staff satisfaction through the lenses of the Kano model, value creation, and transaction efficiency. Purposive sampling was used to collect data from 573 pharmacy staff. Structural equation modelling and regression analysis were used to assess the constructed model’s validity. Results of the study show that the social media marketing construct had both direct and indirect impacts on B2B customer satisfaction. Specifically, the Kano model, value creation, and transaction efficiency’s mediating effect on the constructed model were found to be effective when building integrated marketing strategies for B2B customers in the pharmaceutical industry.

A popularization of curation service for dermatological condition in Republic of Korea.

Consumer and advanced consumption culture in modern society is an era that focuses on individual personality and value, and "my own customized products", or customized marketing strategies, are actively being developed throughout the industry. Recently, IT technologies that can support personalized services such as artificial intelligence, ubiquitous systems, and marketing automation have been recognized for their potential, directly or indirectly affecting distribution industries affected by personal consumption culture. Accordingly, customized products or services, i.e., customization, are attracting attention as an effective methodology to cope with such market changes. Among the necessities used by modern women, cosmetics account for an endless interest in beauty and maintaining physical and mental health, and as the cosmetics market expands, it is considered that the cosmetics industry needs a clearer and in-depth study on the cosmetics submarket to satisfy consumers' diverse needs. This review paper is a literature review, and a narrative review approach has been used for this study. A total of 300 to 400 references were selected using representative journal search websites such as PubMed, Google Scholar, Scopus, ResearchGate, LitCovid, DBPia, and RISS, of which a total of 42 papers were selected in the final stage based on 2013 to 2022 using PRISMA flow diagram. This study suggested to indicate the changes in the cosmetics market due to the emergence of cosmetics curation services after the coronavirus disease-19 pandemic, advanced changes in consumer purchase patterns following the 4th Industrial Revolution, and significant future prospects of cosmetics curation services. As the beauty and cosmetology industry is expected to develop in the future, it will grow as a centerpiece of the beauty industry and symbolizes nationalized cultural pride. Therefore, this review article will be continuing to promote customization as a premium beauty service for dermatological condition in Republic of Korea through corporate analysis.

A Study on the Relationship Between Consumer Motivations and Subjective Well-Being: A Latent Profile Analysis.

Consumer motivation plays an important role in their purchase decisions and well-being. Previous studies have investigated the relationship between certain consumer motivations and well-being separately. We aim to employ latent profile analysis (LPA) to explore subgroups of participants who display similar patterns of consumer multiple motivations and to examine differences in subjective well-being across these subtypes. The final group of (N = 1,023, ages 18–58) completed the Consumer Motivation scale online, assessing seven dimensions of consumer motivation. Results of LPA identified four subpopulations of participants: the enthusiastic group has high expectations in all aspects; the balanced group values each aspect of the product but has lower expectations; the rational group emphasizes aspects such as value for money, comfort, and quality; the apathetic group has no strong motivation for consumption, and they are relatively concerned with the dimensions of security, social acceptance, and stimulation. Consumers’ subjective well-being (life satisfaction, positive affect, and negative affect) differed significantly across the four profiles. Specifically, scores for positive affect and life satisfaction were highest in the enthusiastic group, medium in the balanced group, and lowest in the rational and apathetic groups. Scores for negative affect were significantly higher in the enthusiastic and apathetic groups than in the rational group. These findings enable marketers to develop customized marketing strategies for different motivation profiles and contribute to helping consumers with varying motivation profiles to consciously pay attention to their well-being.

Rediscovering the largest kiln site in the middle Yangtze River Valley: insights into Qingbai and grey-greenish ware production at Husi kiln site based on bulk chemical analysis

This paper presents new data from the Husi kiln site, Hubei Province, China, where the unusual size calls into question the primacy of Jingdezhen in porcelain production in medieval China. With its over 180 kilns, the site rivals Jingdezhen in size, yet it has found no mention in textual accounts. The wares produced at Husi include Qingbai and grey-greenish ware of the Tang and the Song periods (seventh to thirteenth century AD). This paper presents compositional data obtained using LA-ICP-MS on samples from five kilns at Husi, comparing them with published data from other kilns. The data set Husi apart, thus allowing for fingerprinting its wares. Based on bulk chemical analysis, the paper furthermore explores the idea that Husi combined elements of southern and northern technologies, thus connecting these two ceramic traditions that previously had been seen as being entirely separate. Some key elements of the early Qingbai ware glaze from Husi resemble wares from Jingdezhen, suggesting a connection between the two sites; however, the glaze recipes for later wares found at Husi differ, indicating that its customer base and marketing strategy changed over time. Furthermore, the iron content of the grey-greenish ware from Husi is extraordinarily high, indicating a unique glaze recipe and production technology independent from Jingdezhen.

Selection of Islamic banking in a multicultural context: the role of gender and religion

PurposeAs the popularity of Islamic banking and financial instruments continues to rise globally, a recurring empirical question is what specifically makes consumers choose Islamic banking. This paper aims to investigate the determinants of bank type selection, especially in culturally diverse settings where the Islamic banking sector is well-established. It further examines whether consumers’ gender/religion influences their choices. One intuitive prediction is that Muslim consumers opt for Islamic banking products as “ethical” because of conviction-related reasons. However, the reality is not necessarily straightforward.Design/methodology/approachThis paper uses structural equation modeling to examine data collected from a survey questionnaire of 790 respondents in an emerging market setting. Further analysis is made based on gender and religion to remove related bias.FindingsResults suggest that overall consumer awareness significantly affects the selection of Islamic banking products. The positive effect of awareness is more significant for Muslim consumers relative to non-Muslims. Interestingly, social stimuli and bank attributes have an insignificant effect on the banking choices of both Muslims and non-Muslims.Practical implicationsResults suggest that Islamic banks’ marketing managers should adopt differentiated strategies for men and women, focusing on the core benefits of the service or personal interactions with consumers, respectively, along with a focus on different aspects of personal service for each gender. Awareness should be enhanced by adopting informative and effective marketing strategies to attract and retain consumers in the competitive bank environment. Islamic banks (IB) should pay attention to the religious effect without considering it as the sole variable motivating potential customers. They should design segmented and customized marketing strategies based on gender-religion market segmentation to suit different groups’ needs.Originality/valueThe findings fill a gap in the literature and provide Islamic bankers with insights to help design and articulate their business strategies to appeal to consumers in a multicultural context. Examining an integral part of gender and religion mitigates biased estimates due to the omission of variables. The study contributes to the existing literature on customer preferences for IB with a relatively large, new data set.

Managing Consumer-Based Marketing and Brand Equity in Higher Education Institutions (HEIs) in West Sumbawa Regency (KSB) Indonesia

The external marketing study in this research is to illustrate how private HEIs are perceived by potential customers based on the messages conveyed by private HEIs in building their image, as well as its influence on the intention to choose. This study aims to obtain a description of knowledge about the marketing mix stimulus received by prospective students in areas that have just come out of the category of disadvantaged areas, how the stimulus builds a private HEIs image, and how stimulus and image ultimately affect students' intention to choose private HEIs. The target of this research is the study of HE-based external marketing strategies for customers. Prospective students who were sampled in this study were high school students. The unit of analysis in this study is the 3 rd grade high school students as prospective customers. The reason for this choice is because they are the ones who will continue their studies to university and they are the main target of HEIs. The method of measuring variables in this study is done through assessing consumers' perceptions of marketing strategies by private HEIs that are accepted by potential consumers, private HEIs brands, and Students' Intention to Choose private HEIs. Data was collected through answers to questionnaires containing the opinions of 100 prospective customers regarding these variables. The findings of this study are BE private HEIs has a significant effect on students’ intention to choose private HEIs, but 7P has no significant effect on students’ intention to choose private HEIs. However, this study also proves that marketing stimuli (7P) have a significant effect in building BE a private HEIs. So that to increase the interest of prospective students, private universities must strengthen their BE, which can be done through the application of marketing stimuli (7 P), and private HEIs can focus investment and communication efforts on resources that can be maximally utilized.

Customer oriented intelligent DSS based on two-phased clustering and integrated interval type-2 fuzzy AHP and hesitant fuzzy TOPSIS

Firms need to integrate multiple business functions in order to acquire, analyze, model, and evaluate information necessary for better understanding customer behaviors and making data-driven decisions to enhance the customer experience journey. This study proposes a customer oriented intelligent decision support system (IDSS) to ultimately improve the customer experience journey. Besides, a real application study is handled for a multinational company located in Turkey, considering its abrasives product sales for years of 2017 and 2018. For the data utilized in application study, the proposed methodology is constructed for customer segmentation to develop appropriate data-driven marketing strategies for customers with similar values, preferences and other factors for creating customer-centric organizations. In this regard; firstly two-phased clustering process, which involves the hierarchical multivariate average linkage clustering algorithm and partitional k-means clustering algorithm, is used to present the number of clusters on the basis of three variables (expenditure, transaction and unit cost) and then to assign the customers to the related clusters (VIP, Platinum, Gold and Bronze), respectively. Secondly, the performances of company’s departments are ranked according to the preferences of customers from each segment considering 4Ps marketing mix concept via integrated methodology of interval type-2 Fuzzy AHP and hesitant fuzzy TOPSIS.

Luxury Single- versus Multi-Brand Stores: The Effect of Consumers’ Hedonic Goals on Brand Comparisons

To distribute their products, luxury managers are dependent on single- and multi-brand stores; each of them generating approximately half of luxury personal goods revenues. However, both types of stores have specificities that require customized marketing strategies. The purpose of this research is to explore what differentiates single-brand from multi-brand settings. More specifically, we compare consumer decision-making processes in each type of store. We show that multi-brand stores offer less hedonic shopping experiences than single-brand stores, which raises consumers’ desire to engage in exhaustive brand comparisons when purchasing luxury items. We find that activating hedonic goals reduces brand comparisons in multi-brand (but not in single-brand) settings. The effect of hedonic goals on brand comparisons is mediated by consumers’ thinking style and moderated by the salience of consumers’ status goals. These insights have important implications for luxury marketing managers when crafting differentiated strategies for single- and multi-brand environments.

The Eruption of Technology in Traditional Medicine: How Social Media Guides the Sale of Natural Plant Products in the Sonoran Desert Region1

Because the adoption of technology into traditional systems has unknown effects, we examined the hypothesis that social media aids shopkeeper selection of herbs or herbal preparations that the public is exposed to. Medicinal plant shopkeepers in southern Sonora, Mexico, were interviewed about their customer base and marketing strategy. The majority, 85%, of their customers had low to middle incomes as ranked by the shopkeepers, of which seven of seventeen incorporate social media marketing into their marketing strategy. Shopkeepers preferentially selected herbal preparations over loose herbs for online marketing. The results indicate that the incorporation of social media marketing aids a shift from herbs to herbal preparations in Sonoran traditional medicine markets. In short, social media use may act as a conditioning factor used by shopkeepers to promote herbal preparations and, in doing so, may provide a critical tool for the long–term survival of traditional plant markets, but at the risk of also contributing to the loss of the culture of home remedies and traditional domestic preparation of natural products.

Research of Customer Loyalty Based on the Improved K-means Algorithm

During the iteration process, the traditional K-means algorithm is easily fall into local optimal solution. In order to solve this problem, this paper proposed an improved Kmeans algorithm, and used the method of maximum distance equal division to select the initial cluster centers. We preset k cluster centers, and avoid it falling into local optimal solution. Apply this improved algorithm into e-commerce customer loyalty analysis, this paper put forward a customer loyalty analysis model using the parameters of shopping recency, shopping frequency, shopping monetary, customer satisfaction and customer attention, and used the improved K-means algorithm to analyze the RFMSA customer loyalty model. The studies show that the improved K-means algorithm and RFMSA model can effectively divide the loyalty of the e-commerce customer, it also can fully reflect the customer’s current value and potential value-added ability, and provide the basis that the e-commercial enterprises can adopt different marketing strategies for different target customers.

Research on Users Marketing Strategy Based on Decision Tree

While almost all businesses believe that the customer information have great value and the customer information have been regarded as an important business resources ,most enterprises are still lack of effective management in fact. In this paper, the necessity of building based on the decision tree customer information management is discussed by analyzing the current situation and problems .The main functions of the customer marketing strategy management system are discussed and the core process such as customer classification, customer care and competitor analysis is analyzed. The design and implementation of the decision tree provides the possibility of human intervention in the marketing strategy. In classification, if the human intervention and the mathematical theory are combined, especially in more complex terrain areas, which will help improve the accuracy of classification. Finally, the detailed marketing strategy is realized and conclusions are reached.

A PSYCHOLOGICAL PROFILE OF POTENTIAL YOUTH MENTOR VOLUNTEERS

Mentoring programs rely on adult volunteers to offer disadvantaged children friendship, role modeling, and insight into the way others relate. However, with the increasing numbers of children requiring mentors, programs are finding it difficult to attract enough volunteers. This study investigates (a) community awareness of an Australian youth mentoring program, (b) the proportion of the population who would consider becoming a mentor in future, and (c) whether those who would consider it differ significantly in their psychological characteristics. While awareness of the program is low, consideration of mentoring is relatively high. Those who would consider volunteering for the program have distinct psychological characteristics, indicating that customized marketing strategies are likely to be effective in attracting them. Findings demonstrate the potential for marketing techniques to be used effectively in the youth mentoring arena and give practical guidance as to how effective campaigns could boost numbers of mentors.

Customer segmentation issues and strategies for an automobile dealership with two clustering techniques

AbstractCompanies can use customer segmentation to group customers with similar characteristics together and identify the differences between groups to develop marketing strategies. This study investigates the problem of customer segmentation in relation to automotive customer relationship management and presents a real case study of an automobile dealer in Taiwan. Although several past studies have adopted different clustering techniques with which to group customer attributes, few have simultaneously considered customer transaction behaviour and customer satisfaction variables. In addition, most previous work has used only a single clustering method for customer segmentation, which results in unreliable results and leads to inadequate marketing decisions. Therefore, in this study, we consider two clustering techniques, k‐means and expectation maximization, and compare their results for correctness. The experimental results show that four customer groups are identified with both clustering methods: loyal, potential, VIP and churn customer groups. Based on the segmentation results, several customized marketing strategies aimed at each of the four customer groups are suggested to improve the quality of services for effective customer relationship management.

시스템 및 정보서비스 관점에서 항공사 소셜네트워크 서비스의 품질영향분석

본 연구의 목적은 항공사 SNS의 지속적인 사용을 유도할 수 있는 방안을 제시하고 새로운 SNS 비즈니스 모델 구축 및 마케팅 전략수립에 유용한 가이드라인을 제시하는 것이다. 세부적으로 항공사 SNS의 정보품질, 관계혜택, 만족 등의 요인 간 영향관계를 분석하였다. 실증분석 결과에 의하면, 항공사 소셜네트워크서비스의 시스템품질과 정보서비스품질은 사회적 혜택, 심리/고객화 혜택, 경제적 혜택에 유의한 영향을 미치는 것으로 나타났다. 관계혜택중에서는 사회적 혜택과 심리/고객화 혜택이 고객 만족에 유의한 영향을 미치는 것으로 나타났다. The objective of this research is to suggest how to keep the continuous customers and how to build business model and marketing strategy. In detail, this research aims to closely examine the relationship among SNS quality(service quality, information quality, system quality) for airline customers, relational benefit(social benefits, psychological benefit, customization benefit, economic benefit) and customer satisfaction. As a result, if SNS quality is getting better, relational benefit better is higher. Specifically service information quality is more impactive to relational benefit than system quality. The effect of psychological customization benefits from SNS quality is the strongest to customer satisfaction of all factors. To conclude, the results of this research can be the guideline when designing marketing strategies for airline customers and for traditional tourism customers who use SNS.

Attracting Volunteers in Highly Multicultural Societies: A Marketing Challenge

Volunteer managers face a typical marketing problem: how to identify the right consumers (in this case, volunteers), attract them, and keep them loyal. In multicultural societies this challenge is amplified because of the different groups originating from countries that can vary significantly in terms of the extent of volunteering and reasons for being involved. The consequence of this heterogeneity is limited success of generic marketing campaigns. Using the theory of planned behavior, we investigate differences between Australian residents from different cultural backgrounds in their volunteering behavior. Groups differed in attitude, social norm, and perceived behavioral control, suggesting the need for customized marketing strategies. Theoretically, results provide evidence that volunteers in multicultural societies cannot be viewed as one homogeneous mass. Practically, results offer insight into the factors influencing the behavior of each cultural group, and can inform customized campaigns to tap into the large base of volunteers from different backgrounds.

Application of importance-satisfaction model to identify critical success factors of hot-spring industry in Taiwan

There are many variety methods used in determining the critical success factors (CSFs) of the hot-spring industry in Taiwan, such as action research, case study, literature review and structured interviewing. In contrast, there are relatively few studies on the many models used to identify CSFs. To address this relative deficiency in the literature, the present study integrates importance satisfaction model (I-S Model) and CSFs to provide more comprehensive evaluation actions for the hot spring industry. This study attempts to determine the CSFs of hot spring industry in Taiwan through the importance level and satisfaction level of I-S Model. This study identifies six CSFs for hot spring industry. The research method has an advantage in that it not only identifies the CSFs, but also measures the service quality items of the hot spring industry. Businesses that apply CSFs can achieve a competitive advantage due to the fact that the managers would be in a better position to provide the greatest satisfaction by improving service quality and marketing strategies for customers. Key words: Critical success factors (CSFs), hot spring industry, importance-satisfaction model (I-S Model), service quality.

Marketing strategy and customer involvement in product development

PurposeThis paper aims to investigate the impact of a firm's marketing strategy on involving customers in new product development. Special attention is to be paid to three facets of a marketing strategy: product differentiation, competitor orientation and brand profiling emphasis.Design/methodology/approachA survey with quantitative questionnaires was used in the context of relationships between Norwegian suppliers and international buyers.FindingsTwo facets of marketing strategy, product differentiation and competitor orientation, positively impact customer involvement. Furthermore, specific investments dedicated to the relationship are also positively related to customer involvement, and customer involvement increases customer profitability.Research limitations/implicationsThe study relies on data from the suppliers, and future studies should also include customer data to explore possible effects of the customer's marketing strategy on joint involvement in new product development.Practical implicationsThe study shows that managers seeking to involve customers in product development should carefully develop their marketing strategy and build commitment through specific investments.Originality/valuePrevious studies show that firms can benefit from involving customers in new product development. This paper extends knowledge in the field by exploring how different facets of the firm's marketing strategy can increase or decrease the possibilities for involving customers.