Effective Marketing Strategies Research Articles

On Some Factors Contributing to Entrepreneurial Economic Success in South-West, Nigeria: An Empirical Approach

This essay explores the elements that lead to the financial success of entrepreneurs. In particular, it conducted an empirical investigation into the possibility that factors such as age, religious beliefs, risk-taking, marketing strategies, timely and adequate planning, employees’ commitment, accessibility to working capital, reduced bureaucratic steps on import and export matters, education level, and age and technology infrastructure could influence an entrepreneur’s level of success. The study used a descriptive survey research design. The study’s participants were business owners in the six states that make up Nigeria’s southwest region who operated on a micro, small, and medium scale. The 720 entrepreneurs who made up the study’s sample were chosen through a multi-stage sampling process. A self-structured questionnaire covering all the objectives was used as the data collection tool, and it was administered to a select group of entrepreneurs. In addition to applying non-parametric statistical techniques like the chi-squared test and phi statistic, the collected data were analyzed using descriptive statistics like frequencies, percentages, and graphics. In the R-Studio (Posit) environment, the data analysis operations were carried out. The findings showed that a successful entrepreneurship is greatly influenced by a number of factors, including the availability of operating capital, the degree of employee commitment, technological and infrastructural capabilities, risk-taking, effective marketing strategies, adequate and appropriate planning, educational attainment, and age. Success in entrepreneurship, however, is unrelated to fewer bureaucratic procedures involved in the import and export of goods. It was determined that the bulk of the previously mentioned elements affect any business’s ability to succeed in today’s world. Thus, it was suggested that all tiers of government be counselled to provide funding, among other things, to serious business owners.

Consumer Behavior in Food Delivery Applications: A Systematic Literature Review and Future Research Agenda

Over the past few years, there has been notable interest among consumers in food delivery applications. Consequently, understanding consumer behavior within this context has become crucial for practitioners seeking to execute effective marketing strategies. While academic studies in this field are gaining traction, there remains a lack of a comprehensive overview. Existing literature on the subject is often fragmented and inconsistent, hindering a thorough comprehension of consumer behavioral patterns in food delivery applications. Thus, this study aims to address this gap by conducting a systematic literature review to organize and synthesize current knowledge on consumer behavior in such applications, elucidating how consumers interact within these platforms. We analyzed 587 journal articles extracted from primary databases (Scopus and Web of Science), ultimately reviewing 112 articles spanning from 2014 to August 2023. Furthermore, we developed a conceptual framework to fully grasp the variables influencing consumer behavior, showcasing frequently reported factors in food delivery application literature. This research also identifies nine directions for further exploration, including regional and country comparisons, methodological approaches, theoretical perspectives, demographic analyses, independent variables, moderating effects, affective and cognitive evaluations, outcome responses, and drone-based food delivery application perspectives. This review is expected to offer valuable insights for both researchers and practitioners.

Investigating factors that influence the purchase behaviour of green cosmetic products

The escalating global concerns regarding sustainable development issues have transformed the landscape of consumer behaviour, urging businesses to incorporate green practices and raise awareness among consumers. There is an ongoing debate concerning attitude-intention and product category gap. The study aims to bridge this gap by investigating the green cosmetic purchase behaviour of female consumers in South Africa by exploring factors such as awareness, product information, product availability, environmental concern, perceived barriers, perceived price, and attitude. The study employs the alphabet theory, previously utilised in qualitative research, to quantitatively examine the relationship between various factors and green cosmetic purchase intention. By applying this theory, the study contributes to its expansion and offers a unique framework for understanding consumer behaviour in the green cosmetic industry.This study collected data by conducting an online and face-to-face survey with 295 South African consumers. The results revealed that perceived price and attitude significantly influence the purchase intention of green cosmetic products amongst females in South Africa. While awareness, product information, product availability, environmental concern and perceived barriers needed a mediating variable (attitude) to influence the purchasing intention of green cosmetic products of female consumers in South Africa. The study highlights the practical implications for marketers by providing insights into designing effective green marketing strategies. The study's findings can aid marketers in tailoring their communication and developing a targeted green marketing mix that resonates with female consumers in South Africa.

Marketing Communication Strategy in Tourism Development based on Local Wisdom of Jayapura City Communities

<p><strong>Introduction:</strong> Based on a two-way communication model, effective communication between stakeholders can foster citizen participation in tourism management. Jayapura City's coastal tourism potential must be professionally managed, as evidenced by limited facilities and ineffective promotional strategies. The study aims to examine the community's social, economic, and cultural characteristics and devise an effective marketing communication strategy for developing coastal tourism in Jayapura City.</p><p><strong>Methods: </strong>A qualitative approach utilizing a causal descriptive survey method, also called mixed methods. With Lisrell, the research was analyzed using multiple linear regression and the Structural Equation Model (SEM) model.</p><p><strong>Findings:</strong> The effectiveness of marketing communication in the development of beach tourism in Jayapura City is relatively low in the role of tourism managers and the use of media in tourism promotion. Coastal tourism managers are still dominated by the elderly who are not updated with digital technology. The potential of culture and local wisdom has not been optimized in tourism management. There has been no synergy between interested parties such as government, customary, and community in the application of tourism marketing communication.</p><strong>Originality:</strong> Many studies have been conducted on tourism marketing communication strategies, but only a few have studied them from the perspective of tourism development which involves participation and local wisdom of the people in Papua. This study shows that marketing communication strategies are part of the solution, and research on local wisdom and community culture can provide alternative tourism development to improve the welfare of local communities.

Analysis of Henan Tourism Demand Difference Based on Data Mining and Intelligent Analysis

Relevant tourists fields in Henan have conducted in-depth investigations on Henan tourism, in order to provide reference for subsequent tourism research; Based on the increase in the number of Henan tourists, studying outbound tourism activities from the perspective of tourists can explore its development law and formulate effective marketing strategies. Based on this, this paper proposes a data mining method to analyze the differences between different consumer groups in tourism needs and marketing strategies. The joint example analysis shows that our data mining analysis is very reasonable and effective. Our data experiments show that based on the increase in the number of Henan tourists going abroad, the tourism strategy designed in this paper can promote tourists' interest and increase the number of trips.

Local Goods Market of Nagaland: A Synoptic View

Rural markets for local goods are progressively growing, with the Government and many local food advocates promoting the need and importance of local food and products. Consumers preference towards local products took a drastic twist, evidently more so aftermath of the recent Covid-19 pandemic and its subsequent lockdowns. The importance of local foods and its availability took precedence over foods sourced from urban markets. Such shift in rise and demand of rural markets and local foods necessitates marketing intervention through proper planning and implementation of marketing strategies. Rural marketing when effectively and efficiently put into practice will serve as a catalyst for self-reliance and self-sufficiency nation. Nagaland is witnessing gradual rise in the advent of local ventures and entrepreneurship. This paper attempts to understand how marketing activities for local goods are implemented in Nagaland. The study also has the development of a model as an objective to encourage local marketers for effective marketing strategy. The study is based on both primary data and secondary data. The primary data were collected through an interview schedule and a face-to-face personal interview from the sample respondents, selected using purposive non-probability sampling method on two different phases. Secondary data were collected from literatures and reports relevant to the study. The data collected through interview schedules were analysed using descriptive method of statistical analysis. The responses from the face-to-face personal interview are summarized and discussed under five classifications. The results of the study show the importance of local goods as a self-reliant element. There is evidence of some very prominent practice of marketing strategies such as branding, packaging, labelling, etc. However, based on the findings, the study concludes that there is a need for extensive promotion and awareness strategies in Nagaland for rural or local products to influence the customer buying decisions by creating more demand.

Advertising as An Influencing Factor on Consumer Behavior

Objectives: The objective of this study is to examine the role of advertising as a management strategy in contemporary business environments. It aims to explore how advertising interacts with customers and influences both internal and external organizational processes and activities. Additionally, the study seeks to address misconceptions surrounding advertising's purpose and societal impact, particularly regarding its perceived manipulation of consumers for monetary gain.   Methods: This study employs a qualitative approach to investigate the role of advertising in modern business practices. It involves a comprehensive review of literature and existing research to analyze the relationship between advertising, consumer behavior, and organizational management strategies.   Results: The analysis reveals that advertising serves as a crucial management tool for businesses, facilitating interaction with customers and driving organizational processes. Contrary to misconceptions, advertising is not solely aimed at manipulating consumers for profit but also serves to fulfill customer needs for information about brands, services, and products. Additionally, the study finds that factors such as age, income, and satisfaction with promoted goods after purchase do not significantly influence the impact of advertisements on consumer purchasing decisions.   Conclusion: In conclusion, advertising plays a multifaceted role in contemporary business environments, serving as both a communication tool and a management strategy. While it is often misunderstood and criticized for its perceived manipulative nature, advertising remains a fundamental aspect of modern marketing practices. By understanding the complexities of advertising's influence on consumer behavior, businesses can develop more effective marketing strategies and better serve their customers' needs.

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.

AN ANALYSIS OF EFFECTIVENESS ON DIGITAL MARKETING

Finding out how effective digital marketing strategies are in the modern business environment is the driving force behind this study. With the proliferation of online services, companies are increasingly relying on digital marketing to reach customers. This study employs both quantitative and qualitative methodologies to assess several digital marketing strategies, including social media marketing, search engine optimization, content marketing, email marketing, and influencer marketing. Data from surveys, case studies, and interviews with industry specialists will be analyzed to find the most effective digital marketing tactics and trends. Analyzing this research and applying its conclusions to digital marketing strategies might teach us more about how businesses can achieve their goals and get an edge in the digital realm.

The Impact of Digital Content Marketing on Customer Engagement in an Online Fashion Store

In the contemporary era of technological advancement characterized by the flourishing of online shopping and the fashion e-commerce industry, it is essential for fashion retail enterprises to possess a comprehensive understanding of the interrelationship between content marketing and customer engagement to achieve success. This study aims to examine the impact of content marketing strategies on customer engagement in online fashion stores in Malaysia, offering retailers effective content marketing strategies to engage with customers. Using the quantitative research method, a sample of 172 respondents from Generation Z in Kuala Lumpur, Malaysia, participated in an online survey via Google Forms. The Uses and Gratifications Theory was adopted in the study to gain a comprehensive understanding of the motivations and reasons that drive individuals’ engagement on online fashion stores. Pearson Correlation analysis and Multiple Linear Regression were used to determine the relationship between the independent and dependent variables and test the hypothesis’s validity. The study discovered that content informativeness, content interactivity, and content entertainment have a significant relationship with customer engagement on fashion websites. Specifically, content informativeness has the strongest positive relationship with customer engagement on fashion retail websites in Malaysia. The study’s results provide valuable insights for fashion online retailers in optimizing their website’s content marketing strategies to better engage with customers and ultimately increase sales based on content characteristics such as informative, interactive, and entertaining content. Therefore, they could gain competitive advantages by implementing website content optimization.

Pendampingan Promosi Kepada Pelaku UMKM Kuliner di Desa Gunaksa Melalui Pengembangan Media Pemasaran Berbasis Digital

In this era, the business world is developing very rapidly and requires high creativity in facing changes from economic actors. Gunaksa Village is a village located in Dawan District, Klungkung. Gunaksa Village is one of the official villages which consists of 7 small hamlets. In Gunaksa Village there are several MSMEs for ancient traditional dishes. However, some MSMEs in Gunaksa Village, especially culinary MSMEs, still use conventional marketing methods that are not in line with technological developments. UNHI KKN students innovate and digitalize MSMEs towards an independent society. Training and creating a Google Maps Address with the initial stage, including an address on a digital social media account can make it easier for consumers to go to the MSME seller's place of sale. Making Promotional Videos. Making this promotional video aims to introduce traditional culinary delights in Gunaksa Village which are supported by the village government by holding the Gunaksa Cultural Festival. This is also useful for MSMEs to sell and promote products sold via social media. The methods used in assisting MSMEs include going to the field to observe and interview several culinary MSME actors in Gunaksa Village. For the problems that occurred, students provided solutions in the form of using digital media as an effective marketing strategy

베이커리 카페 SNS 구전정보특성이 신뢰와 구전수용 및 공유행동, 재방문의도에 미치는 영향

In this study, we examined the relationship between bakery cafe SNS word-of-mouth information characteristics and trust, word-of-mouth acceptance and sharing behavior, and revisit intention, and verified the correlation between each factor. Among the bakery cafe SNS word-of-mouth information characteristic factors, agreeability and liveliness were found to have an effect on trust, while the timeliness factor was found to have no effect. Trust was found to have an effect on word-of-mouth acceptance, and word-of-mouth acceptance was found to have an effect on sharing behavior and revisit intention. These research results are meaningful in activating more effective and useful marketing strategies in the bakery industry.

Profiling consumers’ online shopping and following social media influencers behaviors

In order to develop effective digital marketing strategies, this study explores how demographic factors may affect consumers’ online shopping and following social media influencers behaviors.  Market segmentation theory and consumer demographics theory provide the theoretical foundation for this study.  By analyzing survey data collected from 6,034 U.S. adults with decision tree analysis, there are a number of significant findings.  First, educational level, income, and age category are the important predictors for consumers’ buying things online using a desktop or laptop computer behavior.  Second, age category, geographic location (urban, suburban, rural) are the predictors for consumers’ buying things online using a smartphone behavior.  Third, educational level, age, and geographic location are the predictors for consumers’ preferring online shopping over in-store shopping behavior.  Fourth, age category and race-ethnicity are the predictors for following social media influencers behavior.  Fifth, gender and age category are the predictors for purchasing something after seeing an influencer’s posts behavior.  Finally, age category and gender are the predictors for purchase decisions getting impacted by influencers.  The results provide valuable insights about consumer behaviors online, market segmentation, and influencer marketing strategies.

그린워싱의 인식 및 이슈에 대한 빅데이터 분석

This study conducted big data analysis using text mining to investigate Starbucks’ perception of greenwashing and social issues. Starbucks’ greenwashing-related keywords were collected through portal sites such as Naver, Daum, Google, and Big Kines’ newspapers, and 11,522 keywords were derived using Textom. The results of analyzing UCINET 6 and NetDraw as the top 50 keywords are as follows. First, as a result of the degree centrality analysis, the centrality was high in the order of ‘reusable cup’, ‘eco-friendly’, ‘paper straw’, ‘plastic’, ‘use’, ‘controversy’, ‘reusable container’, and ‘marketing’. Second, the eigenvector was influential in the order of ‘reusable cup’, ‘eco-friendly’, ‘paper straw’, ‘plastic’, ‘use’, ‘controversy’, ‘multiple containers’, ‘event’, and ‘environment’. In this study, the results of clustering through CONCOR analysis were classified into four groups: ‘brand image’, ‘disguised environmentalism controversy’, ‘eco-friendly policy’, and ‘reusable cup evaluation’. In this study, Starbucks’ perception of greenwashing and issues were identified, and it is expected that it will be provided as a guideline for companies to build effective marketing strategies for sustainable growth by referring to basic data on eco-friendly management in the future.

Application of semantic analysis in strategic marketing using the mind map tool

The article discusses the marketing use of a tool used to find solutions and systematize information as mind maps. Due to the increase in the volume and flow of information, a high degree of laboriousness of the analysis of texts in natural languages appears. To solve marketing problems and develop effective marketing strategies, the processing and analysis of the information received is of great importance. For more efficient use of tools, like mind maps, and minimization of manual data processing, there are requests such as combining maps into one from several experts or different map iterations from one expert. A technique is proposed for solving the problem of combining information from mind maps into one by semantic analysis methods, consisting of five stages. An algorithm for combining a set of mind maps into one using the methods of semantic text analysis is presented. To test the methodology, an experiment was conducted, during which more than 30 mind maps were analyzed. Based on the results of the analysis, a combined mind map based on the proposed methodology is presented and the problem of combining a number of heterogeneous maps into one is solved using semantic analysis. The article uses such methods, as literature analysis, experiment, semantic analysis of the text.

UNCOVERING THE POWER OF WEBSITE DESIGN AND PRODUCT PHOTOS: HOW FLASH SALES PROGRAMS SHAPE PURCHASING DECISIONS

A study was conducted to investigate how website design and product photos impact purchasing decisions, with a focus on the role of flash sale programs. The research targeted students in Surabaya who have made purchases on the Shopee e-commerce platform, with a sample size of 96 individuals. The data collected from the respondents' questionnaires were analyzed using SEM SmartPLS-3. The findings of the study revealed that flash sale programs, product photos, and website design play a crucial role in influencing consumer decisions. While flash sale programs can generate consumer interest, it is important to manage them wisely to avoid any negative impact on consumer perception. On the other hand, high-quality product photos and a well-designed website can enhance consumer engagement in the purchasing process. The practical implication of this research is that companies should prioritize flash sale programs, product photo quality, website design, and other marketing factors to influence positive purchasing decisions, develop effective marketing strategies, meet consumer needs, and strengthen their brand image. The main contribution of this study lies in the inclusion of the moderating role of flash sale programs in the integrated model of e-commerce marketing. Therefore, this research provides a deeper understanding of the factors that influence consumer purchasing decisions in the e-commerce context, while also serving as a foundation for companies to design more effective and responsive marketing strategies.

OWNED MEDIA: SYSTEMATIC LITERATURE REVIEW (SLR)

E-marketing communications offer a great way to establish and enhance connections with customers. In this digital realm, there are various key strategies to consider. One of them is delivering relevant and captivating content that truly resonates with the target audience. Another strategy involves encouraging internet users to engage with the content by leaving comments, sharing their own content, or even participating in interactive games provided by the company. The main objective of this study is to gain a deeper understanding of the knowledge, characteristics, and impact of owned media on digital marketing. To conduct this research, the Preferred Reporting Items for Systematic Review and Meta Analysis related to owned media were utilized. Data was collected from multiple journal sites indexed in Scopus over a span of six years. The findings of this study reveal that having a large social media following does not necessarily translate to increased sales. In fact, owned social media platforms tend to be more effective for brands with a smaller number of followers. Additionally, while it may be tempting to adopt a one-size-fits-all global social media strategy, it is crucial to take into account the cultural context of each country. In countries with a high power distance, a more nuanced approach is required for owned social media to be truly effective. This research contributes to a better understanding of the functions of social media and provides valuable insights for developing effective marketing strategies.

Tanzania’s repeat tourists: unraveling choice of attractions patterns through demographic perspectives

Purpose This study aims to explore the connection between demographic traits and the choice of attraction patterns among international repeat tourists. Design/methodology/approach The study employed a questionnaire survey to collect data from 1550 international repeat tourists who visited Tanzania between November 2022 and July 2023. Convenient sampling was employed as tourists were selected from the three international airports of Tanzania, namely Kilimanjaro International Airport, Julius Nyerere International Airport, and Abeid Aman Karume International Airport. A multinomial logistic regression model was used to examine the impact of socio-demographic characteristics on the selection of attraction patterns among international repeat tourists. Findings The study revealed that demographic factors, including age, marital status, income level, occupation, and education level, exhibit statistically significant correlations with preferences for distinct attraction patterns. This significance was established through a p-value of less than 0.05 for all the aforementioned variables. Research limitations/implications This study is primarily focused on international repeat tourists, thereby limiting insights into the preferences of domestic tourists. To better inform strategies aimed at attracting a larger domestic tourist base, future research may prioritize the investigation of choice of attractions patterns among domestic tourists in relation to their demographic characteristics. Originality/value This study contributes to the nuanced understanding of international tourist behavior by unraveling the extent to which demographic traits impact tourists’ choices of attraction patterns, thereby providing insights crucial for effective marketing strategies, improved visitor experiences, and sustainable tourism development strategies.

Applying advanced sentiment analysis for strategic marketing insights: A case study of BBVA using machine learning techniques

In the digital era, understanding public sentiment toward brands on social media is essential for crafting effective marketing strategies. This study applies sentiment analysis on Banco Bilbao Vizcaya Argentaria (BBVA) tweets using advanced machine learning techniques, particularly the eXtreme Gradient Boosting (XGBoost) algorithm, which showed remarkable precision (91.2%) in sentiment classification. This process involved a systematic approach to data collection, cleaning, and preprocessing. The precision of XGBoost highlights its effectiveness in analyzing social media conversations about banking. Additionally, this paper achieved improvements in neutral tweet classification, with accuracy rates at 87-88% and a reduced misclassification rate, enhancing the analysis reliability. The findings not only uncover general sentiments toward BBVA but also provide insight into how these sentiments shift in response to marketing activities and global events. This gives marketers a valuable tool for real-time assessment of campaign effectiveness and brand perception. Ultimately, employing the XGBoost algorithm for sentiment analysis offers BBVA a strategic advantage in understanding and engaging its online audience, demonstrating the significant benefits of using sophisticated machine learning in banking. The study emphasizes the crucial role of data-driven sentiment analysis in developing informed business strategies and improving customer relationships in the banking industry’s competitive landscape.

Institutional Factors Influencing Sunflower Productivity in Mkalama District

Sunflower is a globally significant crop, driven by the increasing demand for edible oil. Tanzania possesses the potential for sunflower production; however, current yields fall short of projected levels. This study conducted in the Mkalama District, Singida Region, Tanzania, aimed to identify the institutional factors influencing sunflower productivity. A cross-sectional research design was used and a sample of 147 respondents was selected for this study. Data collected were analyzed using SPSS software. The study findings highlight several influential factors, including access to land for production, availability of storage facilities, and marketing availability that affect sunflower production. To bolster sunflower production, government and non-governmental organizations should prioritize efforts to ensure timely availability of quality inputs, sufficient land availability, invest in storage facilities, provide comprehensive extension services, and develop effective marketing strategies. This will improve sunflower production and ensure oil availability in Tanzania.