Online Advertising Research Articles

Optimalisasi Teknologi Digital Untuk Mencapai “UMKM Naik Kelas” Studi Kasus Toko Kelontong Kecamatan Genteng

For grocery stores in the Genteng area of Surabaya, digital technology, particularly in branding and digital marketing, can address the challenges faced by micro, small, and medium businesses in promoting and showcasing their products to potential customers. These stores have significant potential due to Genteng's strategic location and dense population. However, a major obstacle is the lack of understanding of digital advertising strategies and nuances, which hampers the growth of grocery stores and their ability to compete with modern retail companies. Observations and discussions with grocery store owners revealed this issue, prompting researchers to develop a research methodology and analysis of the existing challenges. Solutions offered include logo improvements, support with design and management of social media accounts and content, creation and management of marketplace accounts, and providing insights on Instagram advertising to business owners. With these various solutions, it is anticipated that grocery store entrepreneurs can compete effectively and keep pace with the rapid advancements in technology.

Research on Online Marketing Strategies for Small and Medium-sized Enterprises in Wenzhou under the Background of Digital Economy

Research on Online Marketing Strategies for Small and Medium-sized Enterprises in Wenzhou under the Background of Digital Economy

The Influence of Monochromatic Illustrations on the Attention to Public Health Messages: An Eye-Tracking Study

Past research suggests that images can be a useful tool in attracting people’s attention and improving public health communication. This is especially important for the effective transmission of health-related messages to the youth, who should be warned about risks of alcohol and tobacco use. This study explores the application of eye-tracking methodology to investigate the influence of monochromatic illustrations on youths’ visual attention to digital ads, with a particular emphasis on those presenting harmful effects of alcohol and tobacco consumption. Four digital ads were designed for the purpose of the experiment. Two ad topics (alcohol versus tobacco) and two ad contents (text-only versus text with a monochromatic illustration) were used as variables in the digital ad design. Analyses of eye fixations and viewing time revealed that more students noticed the digital ads with the illustration than the text-only ads. Furthermore, we found that the ads with illustrations had a longer viewing time and a higher number of fixations, regardless of the ad topic. The findings highlight the effectiveness of eye-tracking technology in examining the role of illustrations in digital ads, focusing on a better perception of addiction prevention campaigns whose message is targeted primarily toward young people.

Pembinaan Membangun Jiwa Entrepreneur Serta Business Plan Pada Remaja Yang Putus Sekolah di Kecamatan Sumbawa

The main objective of this community empowerment activity is to build the spirit of developing entrepreneurs and business plans for teenagers who drop out of school in Sumbawa District. The methods used in this community service activity are tutorial methods, mentoring methods, discussion methods and evaluation. The results achieved from this activity are: (1) PKBM HATTA students are enthusiastic about starting an early business, (2) PKBM HATTA students can analyse business opportunities, (3) PKBM HATTA students can understand business development strategies, (4) PKBM HATTA students are able to plan businesses and manage risk management, (5) PKBM HATTA students are able to understand and run briefly related to online marketing management.

Peningkatan Keterampilan dan Kesadaran Masyarakat Tenjolaya Melalui Pendekatan Komprehensif Untuk Efisiensi

This research stems from the implementation of Kuliah Kerja Nyata (KKN) in Tenjolaya Village, Bandung Regency, involving students in intensive observation. KKN, as a student dedication activity, aims to have a positive impact on the community through coordination with government, education and UMKM, and local communities. This observation, as the main foundation of the KKN work program, opens up problem horizons in Tenjolaya Village. The issues include a lack of understanding among PKK mothers regarding Microsoft Excel, insufficient awareness of students regarding cyberbullying impacts, and a lack of students' confidence in career prospects. In the UMKM sector, dependence on the owner and one workforce is a constraint, coupled with the expansion of online marketing strategies. The research focus also includes increasing the capacity and involvement of Karang Taruna in RW 09 and RW 10. The research methodology adopts a qualitative approach with participatory observation during KKN. This study targets the improvement of understanding and skills among PKK mothers in using Microsoft Excel, educational administration efficiency, students' confidence in career prospects, students' understanding of productive department material, promotion of students' habits in foreign language learning, reducing UMKM dependence on the owner and one workforce, and increasing the capacity and involvement of Karang Taruna in RW 09 and RW 10. Thus, this research strives to provide sustainable solutions to enhance community skills and awareness. The achievement is directed toward efficiency to support holistic development in various sectors. The research results are expected to contribute positively to the welfare and development of the Tenjolaya community, bringing broader positive impacts at the local level. The final conclusion emphasizes the urgency of sustained and holistic efforts to achieve efficiency across all layers of society.

Factors Affecting the Clothing Purchase Intention of Young Consumers through Online

This research paper was conducted for the purpose of identifying the factors that influence the clothing purchase intention of young consumers who are used to shopping through online market. To serve the purpose of the study, a total of 100 (one hundred) respondents were selected through convenience sampling. The collected data were analyzed using Pearson correlation and multiple regression analysis. The authors found that all factors namely time & convenient, perceived past experience, perceived security; product variety, Website design and Service quality have significant impact on online clothing purchase intention of young generation. Through this study the authors suggest that social media has a beneficial effect on how customers behave while buying clothing companies. Social media experiences online are influencing study participants' decisions to purchase intention of clothing from a certain brand. The authors expect that this study will help the clothing brands to understand the purchase intention of their young consumers through online and it will help them to take necessary step to increase their online sales based on the significance level of each factor and contribute to the clothing industry.

Distribution of aid and outreach as an effort to develop snack food MSME in Galengdowo village, Wonosalam, Jombang

The development of micro, small and medium enterprises (MSMEs) in the snack food sector is an important strategy to improve the local economy and empower rural communities. This research explores the effectiveness of aid distribution and outreach as an effort to develop snack food MSMEs in Galengdowo Village, Wonosalam, Jombang. Using a qualitative approach, a case study was conducted to examine the impact of capital assistance, training, and the introduction of digital technology on increasing production capacity, product quality, and market access for MSMEs. The study results show that the assistance provided has had a significant positive impact, including improvements in business management, online marketing, and development of partnership networks. Socialization regarding marketplaces and digital marketing strategies has also proven effective in increasing product visibility and creating added value for MSMEs. However, challenges such as limited information technology infrastructure remain obstacles that need to be overscome to support the sustainable growth of MSMEs in the future.

Latent profiles of social reactions to sexual assault disclosure among bisexual women.

Bisexual women experience higher rates of sexual assault (SA) and posttrauma distress compared to monosexual women. We examined the patterns of reactions to SA disclosure (positive and two types of negative) and bisexual minority stress (antibisexual stigma from heterosexual and lesbian/gay people, internalized binegativity) experienced by young bisexual women who experienced adult SA. We also examined differences in assault-related experiences, posttraumatic stress disorder and depression symptoms, and hazardous drinking based on the identified patterns. The current sample was drawn from two parent samples of women and included survivors who had disclosed an adult SA: (a) n = 149 bisexual women (98% cisgender, ages 18-35, 87.9% White) recruited via Amazon's Mechanical Turk and (b) n = 81 cisgender bisexual women (ages 18-25, 84% White) recruited via online ads. Latent profile analyses and analyses of variance were conducted. Analyses identified four latent profiles characterized by: (a) low stigmatizing responses, (b) high negative SA disclosure reactions, (c) high antibisexual stigma, and (d) highest stigmatizing responses. The fourth profile had higher posttraumatic stress disorder and depression symptoms and hazardous drinking compared to the other profiles. Results suggest women in the profile characterized by highest negative reactions to SA disclosure and highest bisexual minority stress (antibisexual stigma and internalized binegativity) may experience greatest distress postassault. Results highlight the importance for researchers, policymakers, and clinicians to consider and address both SA-related and identity-related stigma among bisexual survivors. (PsycInfo Database Record (c) 2024 APA, all rights reserved).

Strategi Pemasaran Online Dalam Meningkatkan Volume Penjualan UMKM Naik Kelas di Desa Bulak Surabaya

This paper discusses online marketing strategies implemented by Micro, Small, and Medium Enterprises (MSMEs) to increase sales volume in Bulak Village. The main focus of this research is to identify and analyze various online marketing strategies that are effective for MSMEs that are in the process of upgrading, as well as evaluating the impact of implementing these strategies on increasing sales. The methods used include surveys, interviews, and analysis of sales data before and after the implementation of online marketing strategies. The implementation of online marketing in MSMEs through the utilization of social media, and e-commerce platforms can increase product visibility and volume. The method used by the author in this research is a participatory and descriptive approach through observation, analysis, implementation, and interviews. The right online marketing strategy can be a key factor in developing and expanding the market for MSMEs in Bulak Village, thus supporting local economic growth.

Intermediaries, mediators and digital advertising’s tensions

ABSTRACT We argue that Latour’s distinction between ‘intermediaries’ and ‘mediators’ captures important facets of tensions in market encounters and in the co-creation of ‘supply’ and ‘demand’ within digital advertising. Drawing upon 110 interviews with 87 practitioners, participation in sector meetings and training courses, and McGowan’s ‘autoethnographic’ experiences, we explore the different forms tensions take in the two main configurations of digital advertising: (1) the ‘open marketplace,’ which is the site of much effort to turn mediators into intermediaries; and (2) ‘walled gardens,’ which increasingly are unequivocally mediators, and which are ‘de-agencing’ advertising’s human practitioners in specific ways (e.g. by making human-guided targeting less attractive and more difficult). De-agencing interacts with current initiatives, especially Apple’s, that partially ‘de-individualize’ advertising’s audiences and reinforce walled gardens’ mediator roles.

Why and How Consumers Perform Online Reviewing Differently

Abstract Reviewing products and services is a widespread consumer activity in which millions engage. Why and how do consumers review differently from one another? Prior work assumes that consumers commonly understand what reviewing is. Consequently, it attributes differences in reviewing to individual variations in psychological, motivational, and sociodemographic characteristics, consumption experiences, and expertise. This central assumption is problematic because it fails to consider that differences in how consumers understand reviewing may explain why they approach and perform reviewing differently. To address this gap, we analyze a large qualitative dataset composed of reviews and interviews with their authors. Our insights complement prior work by theorizing the sociocultural shaping of reviewing. We answer why consumers review differently by inductively theorizing the concept of reviewing orientation—a cultural model comprising a set of interconnected characteristics that shapes how consumers review and translates into a distinct reviewer voice—a reviewer’s standpoint expressed within a review. We answer how consumers review differently by developing three reviewing orientations: communal sharing, systemic evaluation, and competitive punditry. Finally, we discuss the transferability of the findings, the role of institutional dynamics in reviewing, and recommendations for online review platforms and marketers.

Nutritional quality of dysphagia-oriented products sold on the Italian market.

Dysphagia is a condition characterized by swallowing difficulties that affects an estimated 8% of the population. Management of dysphagia often requires the use of specially formulated food products that are easier to swallow, while still meeting the nutritional needs of the patient. Despite the growing market for dysphagia-oriented products, there is a compelling need for comprehensive evaluations of their nutritional quality to ensure that they adequately support the health and well-being of this vulnerable population. The aims of this study were: (i) to investigate the nutritional composition of different dysphagia products currently sold in Italy, from several leading healthcare companies, by collecting the nutritional information on their packaging; (ii) to compare their energy, nutrient and salt content per 100 g and serving. A total of 70 items, available in the Italian online market were included in the analysis. The data showed a wide difference among the six categories of dysphagia-oriented products. Salt content was found to be very high, with medium (>0.3 g/100 g but <1 g/100 g) and high (≥1 g/100 g) content found in 17 and 51% of products, respectively. Overall, the results show high variability in nutritional composition among dysphagia-oriented products currently on the market. The high presence of salt in more than half of the products raises a critical issue, as it is not in accordance with WHO guidelines and especially with the clinical situation of the dysphagia patient. This research seeks to provide valuable insights into the adequacy of these products in meeting the dietary requirements of individuals with dysphagia, thereby guiding toward more informed and suitable food choices.

Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization

PurposeCross-border e-commerce continues to garner much attention within the international marketing literature as the world becomes hyperconnected through digital channels. Although there is an abundance of international marketing research on cross-border e-commerce, there is a lack of information regarding the influences of meta-institutional factors, such as a country’s level of globalization, on the relationship between digital advertising and cross-border e-commerce buyers. The objective of this research is to examine the effects of digital media ad spend at the country level on cross-border e-commerce buyers across countries under differing degrees of formal (i.e. political) and informal (i.e. cultural) institutional globalization.Design/methodology/approachThis work examines the influence of digital ad spend at the country level and the degree of the country’s formal and informal institutional globalization on the share of cross-border e-commerce buyers. We examine this issue within a 21-country, 8-year, unbalanced panel dataset.FindingsWe find that there is substantive heterogeneity in degrees of formal (i.e. political) and informal (i.e. cultural) institutional globalization and cross-border e-commerce across countries. Digital ad spend at the country level is positively associated with cross-border e-commerce buyers within a country. A country’s level of political globalization enhances, but cultural globalization was found to dampen the positive association. The results indicate that political and cultural globalization of a country both contribute to increased interconnectedness with the global market, yet the nature of the interconnection differs.Originality/valueThe findings are informative to international marketing managers navigating the digital landscape and highlight the importance of institutions in international marketing activities. The study specifically demonstrates the varying effects of the meta-institutional factors of a country’s level of political and cultural globalization on the association between digital ad spend and cross-border e-commerce buyers at the country level, across a wide variety of countries, thus also contributing to the effort to improve generalizations from multi-country comparisons in international marketing research.

Pendampingan Pemanfaatan Media Sosial Untuk Promosi Dan Pemasaran Tahu Tempe Di Kota Manna

The world of marketing will definitely be influenced by rapid advances in technology, the digital world and the internet. The world is experiencing a shift from conventional (offline) to digital (online) marketing strategies. This digital marketing strategy has more. Digital marketing is the promotion and search for product markets through digital media online by utilizing various means, such as social networks, and allows potential consumers to obtain various information about products and carry out transactions via the internet. Mr. Yuli is a tofu and tempeh entrepreneur in the city of Manna, southern Bengkulu. This business was founded in 80 and he has been in this business for approximately 44 years. Providing online marketing training using social media so that this business can develop. By using product and distribution innovation methods.

The Research on Online Marketing Strategy and Holiday Promotions of LOral Groups Consumer Products Division (CPD)

The purpose of this research is to determine the effects of online marketing and holiday promotions on the future development of LOral Groups Consumer Products Division (CPD). Due to the impact of the epidemic, LOral Group's sales in the Chinese market are lower than sales in other regions. Furthermore, there are more and more local brands emerging in the Chinese beauty market. Therefore, LOral Group is facing specific competitive pressure in the Chinese market. LOral Group must develop new marketing strategies according to the characteristics of the Chinese market. This paper includes two kinds of research methods: the literature research and the survey design. This paper investigates and analyzes the current situation of LOral Groups Consumer Products Division (CPD) by using these two methods. Due to the rapid development of e-commerce in China, this article will focus on the online marketing strategy and holiday promotions of LOral Group's Consumer Products Division (CPD).

Japanese] toilets are not garbage cans

Abstract Traditional linguistic landscape research focuses on the diversity, vitality, and structure of languages in public spaces. However, this study takes a critical lens and examines how certain multilingual signage reflects the normalised, harmful ideologies which target minorities in Japan. The study reveals examples of punitive multilingualism, highlighting the information disparities between languages in public signage found in Aichi, Hokkaido, and on the Internet. The paper discusses instances of discriminatory public signage, including online advertisements, based on the premise that foreigners are unruly, and official government signage that appears to target foreigners. The study also delves into problematic instructions posted in public restrooms, showing how the presentation of language(s) can reinforce stereotypes and implicit bias. Through a critical analysis of multilingual signage, this study reveals the challenges and consequences of punitive multilingualism in the context of Japanese sociolinguistics.

Disentangling Control and Personalization: Exploring the Effects of Ad Choice and Ad Personalization in Digital Advertising Effectiveness

Technology has changed how we process mediated information by enabling more interactive and relevant communication processes. Today, media communication is primarily shaped by both user control, where media users actively choose and determine their media experience, and system control, where media technologies and their underlying algorithms automatically generate and push relevant information to users. Understanding how both these processes influence media users’ perceptions of and responses to media messages is thus an important yet relatively unexplored topic in advertising research. This study aims to disentangle the effects of control and personalization in advertising. We explore how ad choice, representing self-controlled advertising communication, and ad personalization, representing system-controlled advertising communication, influence media users’ responses, including perceived control, perceived personalization, ad attitude, and visual attention. Findings showed an interaction effect between ad choice and ad personalization on perceived control. Ad personalization impaired perceived control only when consumers were given ad choices. We also found that having ad choices enhanced both perceived control and perceived personalization, which positively influenced ad attitude. Theoretical implications for disentangling the relationship between control and personalization as well as clarifying the conceptual differences between the objective and subjective aspects of these concepts are discussed.

Pengabdian Masyarakat Pada UMKM Toko Baju Tulipfits.Id Dalam Mengimplementasikan Teknologi Platform Shopee

This socialization aims to describe the community service process carried out at the Tulipfits.id Clothing Shop MSME in implementing Shopee marketplace technology. A qualitative approach is used to explore the challenges and opportunities faced by MSMEs in the adoption of this technology. The development of information technology has changed the scope of marketing. This happens because traditional and conventional marketing methods have been incorporated into the digital world. Marketing that uses advanced digital technology is called digital marketing. Therefore, we conducted community service at one of the MSMEs, Toko Baju Tulip, to help MSMEs introduce their products to the general public using Shopee's digital marketing channel. The purpose of this community service project is to implement online marketing strategies through a web-based digital marketing system. This will also increase the market share of Toko Baju Tulip. The implementation uses focus group discussions (FGDs), observation, interviews, and documentation.

New custom rating for improving recommendation system performance

Recommendation system is currently attracting the interest of many explorers. Various new businesses have surfaced with the rise of online marketing (E-Commerce) in response to Covid-19 pandemic. This phenomenon allows recommendation items through a system called Collaborative Filtering (CF), aiming to improve shopping experience of users. Typically, the effectiveness of CF relies on the precise identification of similar profile users by similarity algorithms. Traditional similarity measures are based on the user-item rating matrix. Approximately, four custom ratings (CR) were used along with a new rating formula, termed New Custom Rating (NCR), derived from the popularity of users and items in addition to the original rating. Specifically, NCR optimized recommendation system performance by using the popularity of users and items to determine new ratings value, rather than solely relying on the original rating. Additionally, the formulas improved the representativeness of the new rating values and the accuracy of similarity algorithm calculations. Consequently, the increased accuracy of recommendation system was achieved. The implementation of NCR across four CR algorithms and recommendation system using five public datasets was examined. Consequently, the experimental results showed that NCR significantly increased recommendation system accuracy, as evidenced by reductions in RMSE, MSE, and MAE as well as increasing FCP and Hit Rate. Moreover, by combining the popularity of users and items into rating calculations, NCR improved the accuracy of various recommendation system algorithms reducing RMSE, MSE, and MAE up to 62.10%, 53.62%, 65.97%, respectively, while also increasing FCP and Hit Rate up to 11.89% and 31.42%, respectively.

PENGARUH IKLAN ONLINE PADA FACEBOOK TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN (Studi pada Mahasiswa Politeknik Mandiri Bina Prestasi)

This study was conducted to determine how far the influence of consumer attitudes on online advertising, consumer memory on online advertising and the frequency of consumer clicks on Facebook media online advertisements can influence consumer purchasing decisions. The population in this study were all students at Bina Prestasi Independent Polytechnic, totaling 444 people. Sampling using the slovin formula. From a population of 444, 81 people were selected as samples in this study. Research data obtained through questionnaires distributed by google form and literature study. Data analysis using multiple linear regression analysis techniques. Some of the analytical methods used are descriptive methods, Likert scale and instrument validity testing. The results showed that consumer attitudes, consumer memory and consumer click frequency had a simultaneous and significant effect on consumer purchasing decisions. Then partially consumer attitudes and consumer memory have a significant effect on purchasing decisions. However, the variable frequency of consumer clicks has no effect on consumer purchasing decisions. This can be seen from the results of the analysis that consumers rarely click on online advertisements that appear on the Facebook media, some consumers click on online advertisements only because they have bought before, and if they have seen the same advertisement many times on the Facebook media even though they have never bought it before, they will click on it.Keywords: attitude, recall, click frequency, consumer purchasing decisions.