Effective Marketing Tool Research Articles

Adoption of electric vehicles: An empirical study of consumers’ intentions

Electric vehicles (EVs) are widely recognized within the transportation industry as highly promising green technology that mitigates carbon dioxide emissions and high energy usage. The public, however, has demonstrated great hesitancy in embracing EVs, and it’s important to learn why this is so. This study employed an integrative approach to personality traits, beliefs, and intentions to understand consumers’ willingness or unwillingness to adopt EVs. The first step in this endeavor was to develop and distribute a survey to gain insight into what potential consumers see as EVs’ major advantages and disadvantages. Structural equation modeling (SEM) was performed on the 743 responses that were collected from the survey, and the results show that personal innovativeness, usefulness, and ease of use positively impact individual’s intentions to acquire an EV; risk was shown to be the most negative influence. A mediation analysis indicated that a person’s level of innovativeness influences their decision about whether or not to adopt an EV. These findings will add to the body of research on sustainable mobility and will equip policymakers and marketers with a deeper understanding of the public’s perceptions of EVs that will enable them to design effective marketing tools that will result in increased sales.

Virtual or human? The impact of the influencer type on Gen Z consumer outcomes

Purpose Virtual influencers are a growing trend in digital marketing strategies. This paper aims to compare the impact of virtual and human influencers on Gen Z consumer outcomes (Source Trust, Intention to Follow, Word-of-Mouth and Brand Attachment). Design/methodology/approach The authors surveyed young consumers (N = 317) in Europe and the CIS. The data are analyzed through Welch’s t-test and partial least squares structural equation modeling. Findings This study demonstrates that for Gen Z, human influencers are still a more effective marketing tool than virtual influencers. The latter arouse greater social-psychological distance that significantly affects consumer outcomes. Consumers with a higher need-for-uniqueness and novelty seeking have a lower social-psychological distance from virtual influencers. Practical implications This study offers valuable insights for practitioners in terms of influencer marketing decisions in the digital environment with respect to one of the most solvent target groups – Gen Z. Originality/value This research contributes to the empirical investigation of the impact of virtual influencers on the behavioral outcomes of Gen Z by including Novelty Seeking and Brand Attachment in the analysis. The research sample includes CIS and European consumers, which allows for a more comprehensive investigation.

تأثير وسائل التواصل الاجتماعي على سلوك المستهلك

This study analyzes the impact of social media on consumer behavior focusing on the role of influencers, advertisements, and social interaction. The research aims to provide new insights on how companies can use social media as an effective marketing tool.

ADVERGAMING MARKETING – A NEW AND EFFECTIVE BRAND COMMUNICATION TOOL

Currently, there are many effective marketing communication tools, such as social media marketing, email marketing, video marketing, content marketing, and influencer collaborations. However, the recent boom in the online gaming market has created a significant opportunity for marketers to implement marketing communication activities through online games (commonly called Advergaming Marketing or simply Advergaming, hereinafter abbreviated as Advergaming). Advergaming is a process that combines advertising and gaming, merging marketing communication with games as forms of both entertainment and culture. To effectively leverage the benefits of Advergaming, theoretical issues such as its definition, business benefits, methods, and application in brand communication must be clarified. Using appropriate scientific research methods, such as desk research and theoretical development, the author will clarify theoretical issues related to branding and brand communication through online games. Key points for applying Advergaming to brand communication in businesses today will also be proposed.

Social networks as an effective marketing tool in the field of public health

Social networks as an effective marketing tool in the field of public health

Digital Marketing Strategy in Increasing Brand Awareness at PT. Deacom Technology in Sipodeceng Village, Sidenreng Rappang Regency

Strategy, which is defined as a unified, comprehensive and integrated plan, is becoming a challenge for increasingly fierce competition for innovation and creativity. The benefit of this research is that it can help PT. Deacom Technology optimize the marketing of its products using digital marketing as an effective marketing tool. Business people must emphasize strategy more digital marketing which is sufficient to be able to introduce their products to the community, this term is referred to as brand awareness or brand awareness. The aim of this research is to provide a strategy digital marketing in increasing brand awareness or brand awareness PT. Deacom Teknologi. This research uses qualitative methods with research subjects namely company owners, employees, village government, customers, youth leaders, and the community who have not used the services of PT. Deacom Teknologi. The data collection technique is by purposive sampling through observation, interviews, and documentation. This research was conducted in Sipodeceng Village, Sidenreng Rappang Regency.

Market Potential and Farmers' Buying Behaviour towards Cumin Seeds in Rajkot District, Gujarat, India

The Indian agriculture sector heavily relies on quality seeds for optimal crop productivity. The Indian seed industry plays a crucial role in providing high-quality seeds to farmers. Hybrid seeds are preferred over open-pollinated varieties, and quality seeds not only increase yield but also reduce production costs. The majority of farmers in Rajkot District are middle-aged, with varied education levels and predominantly low incomes. Experienced middle-aged farmers dominate the region, with small and semi-medium landholdings. Different crops are grown across the Kharif, Rabi, and summer seasons, highlighting diverse cropping patterns. The survey in Rajkot District reveals diverse irrigation sources, with various preferences for cumin seed brands among farmers. Factors influencing cumin seed purchases include performance, branding, quality, growth, and price. Retailers' suggestions, demonstrations, and farmers' meetings are the most effective marketing tools. Overall, 61.84% of respondents rated their experience as good, suggesting satisfaction with products and services, but there is room for improvement.

Customer Relationship Management Strategy in Mobile-Based E-Commerce Platform Development to Increase Purchase Interest

The demands of technological developments trigger every company to be able to increase competitive advantages in order to create a smooth business process. Customer satisfaction in comparing expectations before making a transaction with the service directly felt by a customer is one of the elements that affect how succesful. Therefore, this study develops and implements a mobile-based e-commerce system equipped with a customer relationship management feature that aims to increase the involvement of interest and product purchases at the Tarigan Clothing Store so that it can provide very significant additional value in a product marketing process. This mobile-based e-commerce information system application also utilizes javascript technology as its interface design. The use of javascript is considered to facilitate access to the latest features in the e-commerce application that is built because of the high existence of javascript which continues to develop according to technological advances. This mobile-based e-commerce application is expected to provide wider reach, convenience and become a more effective marketing tool for customers and Tarigan Clothing Store so that it can provide significant benefits for both parties and create a more comfortable and efficient shopping process.

Gen-Z's Decision-Making: Impact of Attitudes, Knowledge, and Social Media on Halal Tourism Choices

Halal tourism in Indonesia continues to show significant growth; however, there is still a lack of research that deeply explores how various factors influence Generation Z's (Gen-Z) decisions when choosing halal tourism destinations, particularly in Riau Province. With its rich cultural heritage and history closely tied to Islamic teachings, Riau Province presents an intriguing potential for further study. The aim of this research is to analyze the influence of attitudes, knowledge, and social media on the decision-making of Gen-Z in the Riau Province when selecting tourism destinations that adhere to halal principles. This study employs a quantitative analysis method using the Structural Equation Model – Partial Least Square (SEM-PLS) technique. The analysis results conclude that each mentioned variable has a direct and significant impact on the Decision to Choose Halal Tourism Destinations in the Riau Province. The Attitude variable has a direct and significant impact on the Decision to Choose Halal Tourism Destinations. This explains that individuals' attitudes towards specific aspects related to halal tourism can influence the decision-making of Gen-Z in choosing those destinations. The Knowledge variable also has a direct and significant impact on the Decision to Choose Halal Tourism Destinations. This indicates that tourists' knowledge level about halal tourism destinations positively contributes to their decision-making in selecting those destinations. The Social Media variable also has a direct and significant impact on the Decision to Choose Halal Tourism Destinations. This illustrates that information or influence from social media plays a crucial role in tourists' decisions to choose halal tourism destinations. The government and tourism managers need to focus on awareness and education, strengthen social media management as an effective marketing tool, and enhance digital infrastructure. The concept of halal tourism and corresponding services, along with collaboration with local communities and religious leaders, are also key factors.

Dampak Penggunaan Instagram Terhadap Bisnis dan Sebaran Informasi

This study aims to analyze the impact of Instagram usage on business and information dissemination. Using a qualitative approach through a case study method, this study involved semi-structured interviews with 40 participants consisting of active Instagram users, business actors. The results of the study indicate that Instagram acts as an effective marketing tool, allowing businesses to increase brand visibility and reach a wider audience. Features such as Instagram Stories, IGTV, and Instagram Shopping have proven to be useful in attracting customer attention and facilitating transactions. In the context of information dissemination, Instagram allows for the rapid and wide distribution of news and educational content. User experiences vary, including social and creative benefits, but also raise concerns about potential addiction and privacy issues. This study provides valuable insights into the role of Instagram in business and information dissemination, and highlights the importance of wise use to maximize benefits and minimize risks.

Creating a Video for TikTok Social Media Content Kelirskin with the Theme of Balinese Kecak Dance Local Wisdom

The use of social media, especially TikTok, has become an integral part of digital marketing strategies for many brands, including Kelirskin. In this study, we explore the potential of TikTok as an effective marketing tool to boost Kelirskin product sales with a focus on the theme of Balinese Kecak dance local wisdom. Through pre-production, production, and post-production stages, we designed and created promotional videos that combine the beauty of Bali's nature and culture with the messages inherent in the Kelirskin brand. Despite facing some challenges, such as selecting appropriate settings and proper lighting, the authors successfully overcame these obstacles with creativity and dedication from the production team. By implementing additional strategies, such as researching TikTok user trends, collaborating with influential users, and utilizing TikTok's interactive features, Kelirskin can maximize TikTok's potential as an effective marketing tool to boost their product sales and strengthen their brand position in the digital marketing market.

호텔 조식 판매촉진 전략이 브랜드 이미지와 행동의도에 미치는 영향 연구

This study attempted to suggest a sales promotion strategy to hotel that effects brand image and consumers' behavioral intention. For empirical analysis, exploratory factor analysis based on a total of 285 questionnaires from consumers who used breakfast at hotels. Price discounts affect both brand image and behavioral intention. The implications of this study are as follows:Price discount is an effective strategy that affects both brand image and behavioral intention and it was the most responsive. Price discount is the most important variable that determines the consumer's choice, so setting an appropriate price system is essential. Each strategy has the advantage of enabling the hotel to continue operating in the short and long term, so the appropriate strategy should be used depending on the situation. Based on the above results, it will be possible to utilize effective marketing tools by increasing the frequency of use of the brand image and behavioral intention.

Application of Persuasion Through Costumer Purchase Decision in Linnect Marketing Program

In the current era, the Internet and marketing in a business have become the backbone of the world economy; the Internet has proven to be an effective marketing tool for many different sectors. The decline in unwilling and inactive customers in 2021, namely 17,282, which is 18.54%, proves that telemarketing needs to be improved. This study aims to identify the effect of marketing through telemarketing at PT Telkom Witel Yogyakarta on customers to improve services amid consumer needs. This research method uses descriptive qualitative methods, with data collection techniques by interview. The results of this study indicate that the proposed "LINNECT" program at PT Telkom Witel Yogyakarta can improve marketing services by presenting product information on one website. This program utilizes the theory of persuasion, the concept of consumer purchasing decisions, to influence behavior. Telkom hopes this program can increase customer satisfaction and achieve target points with attractive rewards. The practical implication is the positive contribution to the Company and customer relationship and the proposed program to improve service quality and sales.

Analisis Konten Tiktok @Iben_Ma sebagai Strategi Pemasaran Sambal Bakar

This research is a synthesis of various sources of information, including research journals, articles, books and TikTok content from the @iben_ma account. The main focus of the research is on the concept of Marketing Strategy, utilization of the TikTok platform and Content Marketing strategy. By combining data from various sources, this research aims to provide a comprehensive understanding of the use of TikTok as an effective marketing tool, especially in the context of marketing products such as Indonesian Sambal Bakar which is promoted by the owner directly @iben_ma. The research results show that the promotional strategy used by @iben_ma on TikTok for Sambal Bakar Indonesia was successful in increasing brand awareness, building positive consumer perceptions, and strengthening relationships with the audience.

Using event marketing tools to promote products in electrotechnical field

The article discusses the use of event marketing tools for product promotion and identifies the main advantages of this approach. The authors turn to the electrotechnical sector, since today it is one of the most dynamically developing segments of the industry, where competition is becoming increasingly intense. In order to successfully promote products in this industry, it is necessary to use effective marketing tools that can attract the attention of the target audience.

STRATEGI PEMASARAN INOVATIF DALAM PENGELOLAAN SUMBER DAYA MANUSIA UNTUK MENINGKATKAN KINERJA ORGANISASI DAN PEMASARAN DI ERA DIGITAL

Amid continuing advances in the world of digital marketing, the role of social media as an effective marketing platform is increasingly becoming key, especially for Micro, Small and Medium Enterprises (MSMEs). In facing this challenge, it is important for MSMEs to have human resources (HR) that suit the needs of the digital age. This research examines the urgency of developing human resources in the context of digital marketing, especially to advance the MSME sector in the realm of social media. The focus of this research is to consider the knowledge and skills required by MSME employees in using social media as an effective marketing tool. By implementing appropriate HR development strategies, MSMEs have the opportunity to gain significant benefits, including increased creativity, adaptation to changing trends, and the ability to compete in an increasingly competitive digital marketing era. In the context of human resource development in the digital marketing era to improve the performance of the MSME sector, the importance of special training and access to the latest information and resources are key strategies that must be implemented.

“Not all travel videos are equal.” Examining the effects of short travel videos on travel intentions and electronic word-of-mouth

Although short-form videos are treated as an effective marketing tool for destinations to attract potential tourists’ attention, what characteristics of short travel videos stimulate potential tourists to involve in destinations and the influence of users’ inertia behavior of viewing short travel videos on its promotion efficiency remains poorly studied. Thus, this study put forward a conceptual model to investigate the power of content novelty of short travel videos and parasocial relationships on users’ involvement behavior and explored the moderating role of inertia between involvement and users’ travel intentions. Partial least squares (PLS) path modeling was applied to evaluate the linkage between variables, in which 212 valid questionnaires were collected via private messages to users who commented on or posted relevant short travel videos. Data results revealed that content novelty and parasocial relationships significantly influence users’ involvement behavior, further predicting travel intention and electronic word-of-mouth. Inertia behavior negatively moderates users’ intention to travel; their browsing behavior primarily serves as a means of passing time, but they do nothing significant. The findings provided a novel viewpoint on the existing destination marketing literature in short travel videos by testing the interactive role of inertia with involvement. Further implications will be discussed below.

The Influence of Political Memes on Political Marketing Strategy in Malaysia

Rapid development and quick-moving media not only change how people behave and communicate but also completely alter the marketing approach used to promote politics to maintain political power. The usage of memes in politics has also altered the agenda-setting of social groups that are concerned with Malaysian politics. This study aims to examine the impact of political memes on Malaysian youth, particularly on their decision to vote in general elections at the age as early as of 18. It also tries to examine the elements that make memes effective political marketing tools. Using a quantitative study involving 400 young people, it discovered that politics and memes had an impact on the younger generation. Further study is imperative to investigate on the young people preference that influenced their political decision making.

Innovative Marketing Strategies in Human Resource Management: Improving Organizational and Marketing Performance in the Digital Era

In the era of digital marketing that continues to grow, the role of social media as an effective marketing platform is increasingly important, especially for the Micro, Small and Medium Enterprises (MSMEs) sector. To achieve success in doing business on social media, the development of human resources (HR) in accordance with the needs of the digital era is crucial. This research reviews the importance of human resource development in the context of digital marketing, especially in advancing the MSME sector on social media. The focus of this research is to consider the knowledge and skills needed by MSME employees in utilizing social media as an effective marketing tool. By implementing the right HR development strategy, MSMEs can get significant benefits, such as increased creativity, adaptation to changing trends, and the ability to compete in the digital marketing era . In the context of human resource development in the era of digital marketing to advance the MSME sector, special training , and access to the latest information and resources are important strategies that need to be implemented

The Influence of Social Media Marketing Activities on Brand Loyalty in Mobile Phone Products

Marketing activities through social media have become a common practice in the 21st-century business world. This has facilitated direct interaction between companies and consumers, engaging them in direct communication. This study aims to systematically and comprehensively examine the impact generated by social media marketing activities (SMMA) on the creation of brand awareness, brand image, and perceived quality. The research will measure the impact on brand equity resulting from the utilization of SMMA, specifically focusing on its influence on brand loyalty concerning mobile phone products within Indonesian society. The research will employ data collection through surveys and Structural Equation Modeling (SEM) methodology. The findings indicate that Social Media Marketing Activities (SMMA) have a positive and significant impact on brand awareness, brand image, and perceived quality. Furthermore, brand awareness, brand image, and perceived quality are proven to positively and significantly influence brand loyalty. Brand equity, represented by brand awareness, brand image, and perceived quality, has shown the ability to mediate the relationship between SMMA and brand loyalty. Further research could delve into the impact of SMMA on customer equity and expand the study by incorporating additional variables related to brand loyalty. Companies may benefit from investing in marketing efforts utilizing social media platforms as effective marketing tools.