Effective Marketing Tool Research Articles

Anthropomorphism in hospitality and tourism: A systematic review and agenda for future research

Anthropomorphism has been identified as an effective marketing and communication tool in the hospitality and tourism industry. However, the application of anthropomorphism is fraught with a variety of definitions, contradictory findings, and different contexts, resulting in a lack of synthesized understanding of anthropomorphism. This study presents a systematic review of the anthropomorphism research in the hospitality and tourism literature from the past two decades to identify trends in the literature and to propose directions for future research on anthropomorphism. Three streams emerged from the literature: (1) Technology anthropomorphism; (2) Brand anthropomorphism; and (3) Product anthropomorphism. The results indicate that brand anthropomorphism and product anthropomorphism are understudied in the hospitality and tourism literature despite their theoretical applicability and potential. By identifying limitations in current literature and comparing it with anthropomorphism studies in other fields, this study further draws meaningful directions for future research.

High-Low Promotion Policies for Peak-End Demand Models

In-store promotions are a highly effective marketing tool that can have a significant impact on revenue. In this research, we study the question of dynamic promotion planning in the face of Bounded-Memory Peak-End demand models. In order to determine promotion strategies, we establish that a High-Low pricing policy is optimal under diagonal dominance conditions (so that the current period price dominates both past period price effects and competitive product price effects on the demand), as well as conditions on the price dispersion. We show that finding the optimal High-Low dynamic promotion policy is NP-hard in the strong sense. Nevertheless, for the special case of promotion planning for a single item, we propose a compact Dynamic Programming (DP) approach that can find the optimal promotion plan that follows a High-Low policy in polynomial time. When the diagonal dominance conditions do not hold, and, hence, a High-Low policy is not necessarily optimal, we show that the optimal High-Low policy that is found by our proposed DP can find a provably near-optimal solution. Using the proposed DP as a subroutine, for the case of multiple items, we propose a Polynomial-Time-Approximation Scheme (PTAS) that can find a solution that can capture at least [Formula: see text] of the optimal revenue and runs in time that is exponential only in [Formula: see text]. Finally, we test our approach on data from large retailers and demonstrate an average of [Formula: see text] increase in revenue relative to the retailer’s current practices. This paper was accepted by Chung Piaw Teo, optimization. Funding: Financial support from the Oracle Corporation [External Research Office grant] and the National Science Foundation [Grant CMMI-1162034] is gratefully acknowledged.

Sosialisasi Penggunaan Media Sosial kepada Peserta Peelatihan Menjahir di Balai Latihan Kerja Dinas Ketenagakerjaan Kota Palembang

Social media exists and has become a part of human life. The presence of the internet and its development brings new ways of communicating in social life. Social media presents and changes the paradigm in communication in today's society. Communication in social media is not limited by distance, time and space. It can happen anywhere, anytime, without having to meet face to face. Even social media can seem to negate social status which often becomes a barrier in communication. Indonesia with a population of 256.4 million people, as many as 130 million people or around 49 percent of whom are active users of social media. According to research conducted by “We Are Social”, the social media that Indonesians are currently interested in are Youtube, Facebook, Instagram, and Twitter. Based on the information contained in wartakota, Indonesia is the largest Instagram user community in Asia Pacific with 45 million active users out of a total global user of 700 million people. Currently some social media are not only used as a means of satisfying entertainment needs, in addition to being social media that is in great demand, especially Instagram, Instagram is also a social media that has enormous opportunities in business activities. For aspiring entrepreneurs, social media is a fairly effective marketing tool because it is cheap and can be seen by all social media users. This will certainly make it easier for sewing training participants at Balai Latihan Kerja Dinas Ketenagakerjaan Kota Palembang who may wish to become entrepreneurs in the future.

Social media and its influence in everyday journalistic practices

Social Media is an important tool for sharing and exchanging information but the advancement of the mobile technologies and messaging apps brings an opportunity to reporters for newsgatherings. Social media as an activity has brought about an aspect of user generated content (UGC) and user driven content. User driven content is where all content is produced by the user. Social media brings new social interactions among people and can be an effective marketing tool for journalists to share their materials. Social media works as a centralized tool for gathering information, but on the other hand, it would be a big communicational blander when professionals are not able to use it properly.

Marketing Strategy for Educational Institutions During the COVID-19 Pandemic Based on Social Media

The COVID-19 pandemic has been a big challenge in the marketing of educational institutions. Marketing strategies that were generally executed physically were forced to adopt remote and online methods. The present study examined the effectiveness of the social-media-based marketing strategy used by educational institutions for attracting public interest during the COVID-19 pandemic. The researchers conducted a systematic review by documenting and reviewing all articles related to education marketing published from 2015 to 2021. The study reviewed 23 national and international journal articles accessed from the databases of lens.org, Science Direct, and DOAJ. The results showed that the online marketing strategy utilized by educational institutions during the COVID-19 pandemic included following key steps: (i) promoting 7P excellence (marketing mix) packaged with interesting online content through social media; (ii) determining the target market and social media platforms through segmentation, targeting, and positioning; and (iii) optimizing organizational performance and ability to build good relationships with customers. Social media platforms such as Facebook, Twitter, Instagram, YouTube, LinkedIn, and websites are needed as effective marketing tools during a pandemic to increase public interest.
 Keywords: marketing strategy model, education marketing strategy, social media, COVID-19 pandemic

OPTIMALISASI PENGGUNAAN MEDSOS BRANDING PRODUK UMKM DI DI DESA KALANGANYA KECAMATAN SEDATI SIDOARJO

Social media is a media that is born and will continue to develop over time as one of the most popular alternatives for means of communication, interacting, sharing, participating, creating something new that is more impressive and also a means of working without being limited by space and time. . MSMEs are small business activities that can provide great benefits from the economic side. Social media is used by MSME actors to be bolder in promoting their products as a fast, effective and efficient marketing tool. With the existence of MSMEs, it is expected to be able to create jobs, increase income and encourage the realization of national stability. This community service activity is in the form of socialization and training on the development of MSME marketing in Kalanganyar Village through social media

Tears Analysis on Luxurious Hotel Endorsement Marketing Strategy

Along with the development of the internet that has been very advanced in the present era, the development of marketing in Indonesia has also evolved which we can see on some social media using certain parties such as endorsers or celebrity with this opportunity that many companies make them effective marketing tools in the present term, Endorsement, but in this discussion, we will further analyze the marketing endorsement strategy at Hotel X and more in finding out what is needed from an endorser to become an endorser suitable for five-star hotels by means of the TEARS model ( Trustworthiness, Expertise, Attractiveness, Respect, Similarity). The methodology used is descriptive qualitative with the method of collecting data in an unstructured interview where correspondents can answer freely and express all their opinions in detail so that the authors get more results and information. The results of this study indicate that the way the TEARS model is very supportive in the process of selecting Endorsers for five-star hotels

Does Michelin effect exist? An empirical study on the effects of Michelin stars

PurposeReceiving Michelin stars is considered an effective marketing tool and a prestigious certification in the restaurant industry. However, the direct effects of Michelin stars on restaurant performance remain unclear. To bridge this gap, this study aims to empirically validate the “Michelin effect” on the consumption values of restaurant patrons before and after receiving Michelin stars.Design/methodology/approachThe data, collected from OpenTable, consist of over 160,000 reviews written for 218 restaurants, including 109 Michelin-starred (treatment group) and 109 nonstarred restaurants (control group). The authors measure perceived consumption value using the collected user-generated review data. The authors estimate fixed-effect difference-in-differences regressions to validate the Michelin effect.FindingsMichelin stars enhance social, hedonic and service quality values, which are nonfunctional values. However, no significant effects on functional consumption values, such as economic, food quality and ambience quality values, are observed, even though Michelin stars are pure awards for kitchen performance.Practical implicationsMichelin stars can be an effective marketing tool for fine-dining restaurants because customers consider emotional and nonfunctional benefits such as hedonic and social values, which are more important than functional benefits such as food value. Furthermore, Michelin effects are heterogeneous depending on the number of stars awarded, price range and customers’ gastronomic involvement. These offer a strong rationale for monitoring social media, which may help managers better understand their customers and improve their performance.Originality/valueThis study extends the current literature on the Michelin effect by quantifying consumption values using user-generated review data. To the best of the authors’ knowledge, this study offers the first empirical evidence that directly validates the Michelin effect.

PROSPECTS OF USE OF UKRAINE EUROPEAN EXPERIENCE FOR THE DEVELOPMENT OF MEDICAL TOURISM

Topicality. Medical tourism is one of the leading areas of tourism activity, which has undergone significant transformations in the last decade - from high rates of development to their almost complete decline. Most of all, the development of tourism activities was influenced by measures related to the establishment of pandemic restrictions, which led to instability and a change in the vectors of tourist flows. Now tourists have begun to pay considerable attention to traveling to countries where a high level of medical services is provided and in which innovative medical technologies are actively developing. In terms of mobility, citizens have the opportunity to receive medical services outside their countries, which is quite often a better and more affordable option. Aim and tasks. The aim is to substantiate the best practices of European experience in the development of medical tourism for its further application in Ukraine. Research results. The article analyzes such concepts as medical tourism, medical and health tourism, wellness tourism, balneological tourism. The classification of types of medical tourism is given according to such criteria as: the purpose of treatment, the scale of the provision of services, the method of providing treatment; were researched modern types of medical tourism by specialization and individual countries of Europe; the most used organizational and economic forms of medical services implementation abroad, in particular, medical tourism clusters (London and Bavarian medical clusters, Genolier and Hirslanden (Switzerland)) and the association of private clinics NSA International (Great Britain) were studied. Conclusion. The European tourism region has favorable conditions for the development of tourism and actively uses this advantage, taking a leading position in the market and attracting medical tourists with its achievements and innovations in the medical field. Among the most effective marketing tools for medical tourism are: the creation of high-quality customer service; creation of mobile applications for official websites of leading clinics; attracting digital content (on-line broadcasts, video materials). The expediency of Ukraine's membership in international associations of medical tourism is substantiated, which would allow to receive legal, methodological, educational, organizational and even financial support.

EVENT-MARKETING AS A TYPE OF CREATIVE SOLUTION FOR MARKETING ACTIVITIES

The article studies the essence of event-marketing and the basic principles of such activities in modern economic conditions. It is established that event-marketing is marketing aimed at organizing special events to form an opinion of the audience invited to the event. The main purpose of this activity is to make the event, which initially may be routine and uninteresting, an effective marketing tool that will allow extracting the maximum benefit, as well as to influence the external (consumers, partners) or internal (staff) audience. The main stages of event-marketing are defined, which include the following: prior notification of the event; conducting the event in the form of various conferences, presentations, promotions, concerts, exhibitions; formation of the subsequent information wave. Three event-strategies of enterprises in modern marketing activities of enterprises were also outlined. In particular, such strategies are defined as holding events (conferences, exhibitions, symposiums, concerts, promotional performances, forums, presentations, VIP-events, parties, etc.), visiting events, and sponsorship of events. The most popular event-events of marketing activity have been determined, among which the characteristic of conferences, seminars, forums, VIP-events, presentations of new goods and pop-up stores, parties, and different kinds of corporate holidays are presented. The practice of realization of event-events of marketing activities on the example of global companies' cases is studied, in particular, successful practices of event-marketing of companies Google, Coca-Cola, IMG Worlds of Adventure, Lean Cuisine, Guinness Zappos in the USA, UAE, India, Pakistan, and others are highlighted. The prospects for further research are determined by the economic and social effects of the application of event-marketing.

Social networks as a mean for promoting the tourist product in Ukraine

The impact of social networks on the promotion of a tourism product is researched in the article. In our time, when people are trying their best to keep up with everything, it is important to use those tools that facilitate the performance of some tasks. Among such tools are the Internet and social networks. The two most popular social networks – Instagram and YouTube are described. Using IT, it is possible to significantly facilitate the work of tourism enterprises. Online booking systems and travel sites help you arrange a tour without leaving home. It is noted that the main task of enterprises in the tourism industry is the ability to make the client to wish to buy a tour. And in this case, Internet marketing, as well as social networks, are created to be one of the effective tools for promoting the tourist product. It is stated that nowadays there are many different advertising media. Among them there are: mass media, television and radio, outdoor advertising, advertising in transport, etc. It has been identified that advertising in the field of tourist services should cover the peculiarities of the region and country of potential customers, their customs and culture. However, traditional advertising media are losing their popularity every day, because society does not stand still. For a modern traveler, the following components are important: speed and quality, price and the possibility of self-realization. In such cases, leading travel firms should use more effective marketing tools. Іt can be argued that the process of promoting a tourist product in social networks is an effective, but rather complex process that requires special knowledge and skills. It is important to note that social networks have already become a full-fledged platform for conducting business, including tourism. These networks successfully combine functions that are necessary for building effective marketing: accurate target audience; availability and availability of information about potential consumers of services; possibility of communication with clients; simple form of proposal creation. It is determined that speed and ease of access to information are the main advantages of social networks. More and more tourism businesses are using the Internet to increase their profits.

FACTORS AFFECTING THE ADOPTION OF SOCIAL MEDIA MARKETING IN SMALL AND MEDIUM-SIZED BUSINESSES.

Social Media Marketing is an effective marketing tool that can enhance marketing in Small and Medium-sized businesses (SMEs). Businesses are different in their adaption of new methods, such as social media. The purpose of the paper is to summarize the mentioned factors in the literature that drive social media marketing adoption in SMEs. The paper found that SMEs need more equipped staff. Therefore, studies highly recommended that SMEs design training to transfer the needed skills. Then, to build positive thoughts, companies must increase the interactions between top management, social media, and technology experts. Another factor is the perceived advantages of social media marketing as the lower costs and a broader market. Sometimes SMEs need to gain trust in new technologies due to their fast-moving feature. Therefore, SMEs need to collaborate to mitigate technology constraints. Moreover, stakeholders are essential factors. SMEs need to review their competitors' and suppliers' strategies and consider the preferred platforms by the customers. To adopt social media marketing, SMEs need to make the necessary investment. Studies suggest designating a percentage of the revenue to enhance the online presence. Finally, external factors and industry, such as the need to understand SMEs' needs and type of industry, are essential.

Menu Analysis as an Effective Marketing Tool for Increasing the Restaurant Establishments’ Profitability

The realities of today and the increasing turbulence of the external environment force economic entities to respond quickly to market pulsations. Accordingly, marketing is an effective tool for the growth of the restaurant business and determines the philosophy of its management, and timely marketing analysis of the menu ensures strengthening of positions in the market and victory in the competition. The purpose of the study is to further develop the methodological provisions for the restaurants’ menu analysis in order to increase the profitability level of such establishments. The article substantiates the relevance of using ABC analysis of the menu as one of the most effective marketing tools in the restaurant business, the results of which change prices, exclude items that are not sold from the menu, or vice versa, new products are introduced, the implementation of dishes that are most profitable for the restaurant is activated. Taking into account the specifics of restaurant facilities, it is proposed to carry out a classic ABC analysis not by one, but by three effective indicators: volume of sales, revenue, and gross profit, which allows for a multidimensional analysis of the menu by determining for each dish a combination of three letters denoting the selected parameters (AAA, ABA, ABC, BBC, SSS, etc.). Recommendations for 27 possible combinations of selected parameters have been formed and directions for increasing sales volumes, increasing prices and reducing the cost of dishes are outlined. So, ABC analysis allows identifying «leader dishes» and «outsider dishes» in the menu, as well as to make a decision about the assortment of dishes on the menu: identify dishes that need to be more actively promoted; identify dishes that need to be worked on in terms of cost reduction; adjust pricing in the menu in the direction of decreasing or increasing the selling price; justify the expediency of spending on certain types of raw materials, in particular, on those positions with low sales volumes; identify dishes that overlap in the composition of ingredients; identify menu groups that need to be expanded, as well as positions that can be safely replaced with new ones or simply removed from the menu.

FROM TRADITIONAL TO ELECTRONIC WORD-OF-MOUTH

The purpose of this paper is to present the concept of one of the most effective marketing tools: Traditional Word-of-Mouth (WOM) and Electronic Word-of-Mouth (eWOM). First, the paper mentioned the different definitions for both of them and their elements and features. Why have they become one of the essential marketing tools? Then the similarities and differences between WOM and eWOM have been explained. After that, the paper summarized the factors that led to the transfer and the digitized of Word-of-Mouth. In addition, the paper mentioned the impact of both Traditional Word-of-Mouth (WOM) and Electronic Word-of-Mouth (eWOM).

СВІТОВІ ТЕНДЕНЦІЇ ЗАСТОСУВАННЯ ІНСТРУМЕНТІВ ЦИФРОВОГО МАРКЕТИНГУ

At the present stage, digitalization has spread to all areas of business, which requires marketers to reorient to new global trends in the use of digital tools in their activities. One of the factors of global digitalization is the growth of Internet service users. Connecting billions of people around the world, the Internet is a staple of the modern information society. The article examines global trends in the use of digital marketing tools in business. The information base of the research was the scientific works and results of research in the field of digital marketing of the German company Statista, which specializes in the analysis of market and consumer data. The author substantiates the important role of enterprises in the use of digital technologies and tools to achieve marketing goals in the globalization of the economy. The results of the study revealed the most popular digital marketing tools, which, according to marketers, are the most effective for: content marketing, marketing automation, big data and artificial intelligence technology, machine learning and social media marketing. Most attention is focused on the analysis of the United States, China and Europe as the world’s largest digital marketing markets. Emphasis is placed on the further growth of the global market for social media marketing, including Facebook, YouTube and Instagram. It was found that the most dynamic direction in the development of digital marketing is the growing popularity of mobile applications. Mobile marketing as a form of digital marketing has emerged relatively recently, but there is a tendency of increasing the number of mobile phone users, as well as the growing of those who want to take advantage of mobile benefits. Research has confirmed that the spread of the COVID-19 pandemic is an important factor in the growing popularity of mobile digital marketing and the increasing of effectiveness of digital marketing tools. The key advantages for companies of active growth of the mobile marketing market in the world are highlighted. This will help companies to choose the most effective digital marketing tools to promote their business, as well as to adapt their marketing strategies of trends in global digitalization.

ТЕОРЕТИЧНІ АСПЕКТИ БРЕНДИНГУ У МАРКЕТИНГОВІЙ ДІЯЛЬНОСТІ ПІДПРИЄМСТВА

The article is devoted to the theoretical aspects of branding in the marketing activities of a modern enterprise, and also the definition of effective marketing tools in its management. Formation of a sales system, realization of marketing activities at the highest level, public service are the tasks that must be performed as a result of the competent marketing policy implementation of any enterprise. However, not all business entities are currently aware of the crucial role of a thorough analysis of the marketing activities of enterprise, which determined the relevance of the topic of this research. It was found that today an extremely important tool of marketing activities is a brand, which both enterprises and consumers attach more and more importance to. Big profits also depend on a well-created brand, because a person will choose those products or services that he knows and trusts. Strong and unique brands, which are reinforced by the support of enthusiastic managers, become the soul and body of modern enterprises. The success and attractiveness of a brand depends precisely on its creators and thus creates a new type of enterprises with competitive advantages, being at the same time driving and powerful forces of business growth. It was found that the main characteristics of enterprise brands are values of goods or services, distinctive features of goods or services, recognition and emotions that are got by buyers from consuming goods or services. The structure of the enterprise's brand is defined, which includes: logo, logo components and color (color gamma). It has been studied that using brand is not always effective. Therefore, it was determined that a unique brand can be used at the enterprise itself, on its own website and social networks, in advertising and informational materials and related products. A properly created brand brings big profits. It is a human need to gravitate towards things that he knows, trusts and wants to own. Strong brands with unique appeal, supported by the enthusiastic managers, become the body and soul of modern enterprises. And the most successful is the brand created for each type of product, which makes it possible to single out a product, which should take a certain position on the market.

Sustainable Tourism for the Green Economy

The paper analyses the innovative direction of sustainable tourism in Poland. It is investigated by means of a marketing survey of the respondents from this country and neighbouring regions. The authors’ findings deal with the results in the framework of the green economy. The research hypothesis is to check the target group’s awareness of post-industrial tourism in the field of region's rehabilitation, readiness to support sustainable development goals in their areas and to determine the most effective marketing tools to promote sustainable tourism. The authors found that local authorities play an essential role in developing territories through implementing healthy regional strategies. Among the insights of the research is the concept of Smart City as a promising tool for promoting healthy types of activity, to the respondents' opinion. Regions are defined as local centres where sustainable tourism principles could be implemented to reduce consequences unwelcome for the environment and economy.

Pendampingan Penggunaan Media Digital Sebagai Sarana Pemasaran Efektif Bagi Usaha Rumah Tangga Warga Sekitar Rptra Rasamala Kelurahan Menteng Dalam Kecamatan Tebet

In the digital era such as today’s, knowledge and understanding about the usage of social media as a marketing tool is very vital for those who are developing business. People tend to use digital media for many of their activities, including buying activities. More and more people search information about products they need using digital services, and then do many of their buying activities digitally. These facts forced new business - including home industries - to take up digital skills as well. That is why we see the importance of providing the community living around our partner – the Rasamala RPTRA – with accompaniment and assistance of the use of digital media for those who are doing small scaled business and home industries in this area. Observing that many residents living around the Rasamala RPTRA are traders and since the COVID-19 pandemic, the marketing of various products in general, and products from household businesses in particular, has become hampered. The use of digital media is currently a fairly effective marketing tool for small business actors to be able to adapt and survive with the current situation. The use of digital media such as social media will be able to reach consumers who have online shopping behavior caused by restrictions on activity movement. Therefore, one of the activities that can help residents around RPTRA Rasamala who have small businesses is to assist the use of digital media, such as social media to market products and communicate various product information online. The number of participants in this activity is 10 (ten) people who are owners of household businesses or small businesses. The implementation method of this activity has three stages, all of which are carried out online through zoom media, namely the first stagePknowledge internalization process in the form of education about various digital marketing media such as whatsapp marketing, e-commerce, instagram marketing, youtube marketing, and others, the second stage is the process of increasing understanding where at this stage participants are given back education about marketing communication and knowledge about digital media for product promotion and being able to identify online media that will be used in accordance with product marketing needs and adjust to consumer tastes, and the last is the third stage, namely the process of increasing skills in using digital marketing media, which is a process where all participants practice and apply it to their business products.As a result of this activity, all participants who have not utilized the use of online media as an effective marketing tool for their business products, now have additional knowledge and insight about marketing through digital media and now participants have used online media as a marketing medium so that their business products can survive in difficult situations. like this time.
 Keywords: Marketing, Digital Marketing Communication, Product, Small Business

Exploring perceived innovation in building customers’ patronizing behavior in the food delivery service context

PurposeIn the food delivery industry, mobile applications have become an important platform for providing services and interacting with customers. Thus, this study aims to examine whether customers’ perceived innovation changes their patronizing behavior intention toward the brand’s application.Design/methodology/approachUsing data from food delivery customers in the USA, this study identifies the relative impact of multidimensional innovation (i.e. service concept innovation, service process innovation and customer experience innovation) on customers’ behavior. Partial least squares-structural equation modeling is used to test the hypotheses.FindingsResults show that customers’ perceived service process and experience innovation increase commitment, which turns into reuse intention of the delivery application. Commitment also increases the impact of customers’ perceived innovation on loyalty. However, in this study, service concept innovation is insufficient to solely create positive behavioral intention.Practical implicationsFindings suggest that a food delivery application that continues to innovate to improve the service process and experience can be an effective marketing tool because they increase bonding with customers. This study recommends that food delivery companies manage their relationship with customers to achieve sustainable growth.Originality/valueDespite the growing attention in the mobile service industry, limited studies have examined the effects of innovations of food delivery application on customers’ behavior. Thus, this study provides useful guidelines that advance mobile commerce research, especially in the food delivery industry.

Gender-related Analysis in American Advertisements TV

Advertising is “the non-personal communication of information usually paid for and persuasive in nature about product, service or ideas by identified sponsors through the various media” (Buren,1992:7). The ad aims to market products and services, this is according to business and this is an effective marketing tool. Advertising also offers information so that customers are aware of what is available, who makes it, and where they can get it (Durant & Lambron, 2009: 93). Advertisers need to consider gender differences to the best capacity possible to use appropriate advertisement design features. The most significant aspect of gender issues for advertisers can be how males and females react differently to the advertisement. So, “the focus is on how gender in language and society is negotiated and how linguistic forms represent and shape social and cultural conditions in which men and females live”. (Behnam and Zamanian, 2014:4) American advertisements often contain different meta-functions that are worthy of analysis. The present study intends to analyze American advertisements according to the three meta-functions such as ideational, interpersonal, and textual. This study examined 5 American advertisements (each one of them has a different theme) from a verbal and non-verbal perspective, based on the three meta-functions models developed by Halliday (1994). The results of the study revealed that American advertisements are biased to females rather than males to introduce the products because they considered females as powerful signs who use their high attractiveness to promote the products or brands. Concerning the grammatical aspects, the results showed that material process, mental process, declarative mood, and first-person pronouns are the highest used to achieve the goals of this study.