Effective Promotion Strategies Research Articles

How Uncertain Promotions Affect Inaction Inertia in an Online Retail Context

ABSTRACT E-tailers often use different types of promotions to increase consumers’ willingness to buy. However, little research has been done to explore how to reduce inaction inertia caused by online promotions. Inaction inertia refers to the condition in which people who have missed a previously attractive opportunity are less likely to accept the current less attractive opportunity. This study explores how uncertainty, in combination with monetary and nonmonetary promotion types, impacts inaction inertia. The effect of the best possible outcome in an uncertain promotion is also examined. Two experiments are conducted in the context of online shopping to test the effects. The research findings can help e-tailers devise effective promotion strategies.

Penerapan Algoritma FP-Growth untuk Menentukan Strategi Promosi Berdasarkan Waktu dan Pembelian Produk

Sales is the main activity in every business. In making business decisions, sales patterns can be used to provide useful information such as strategies for promotion. Wandri Mart is a business engaged in the sale of products or goods commonly referred to as minimarkets in the city of Payakumbuh. In conducting promotional strategies, the owner of Wandri Mart does not know when to do promotions and what promotions are needed in order to increase sales. The purpose of this study is to obtain purchasing patterns related to the time of purchase and the type of goods purchased, so that a more effective promotional strategy can be developed. The method used by researchers is data mining techniques with the FP-Growth algorithm. The data used was taken as much as 5471 sales transaction data for 1 year. The results of this study indicate that the FP-Growth algorithm can be used to determine association rules using a minimum support of 1%, 2%, 3% and a minimum confidence of 10%. Experiments using Minimum Support 1% and Minimum Confidence 10% have the highest lift ratio value and produce more rules compared to other experiments so that it is obtained if on Tuesdays in August, customers buy instant noodles and packaged drinks with 6% and 5% support respectively and 50% and 45% confidence respectively with a lift ratio of 1.75 and 1.59 respectively. The lift ratio means that the rules have high association accuracy, and this also has a positive impact on sales and can be used as useful information for Wandri Mart to increase sales

Effective Promotion Strategy of Integrated Islamic Education Institutions in Modern Society

Education is considered a service product produced by non-profit educational institutions to show the results of the educational process. This research aims to determine the management promotion strategy to compete with other Islamic educational institutions in modern society. This research focuses on Al-Fityan School Medan, North Sumatra, a leading Islamic school comprising RA, SDIT, SMPIT, and SMAIT. This research uses a qualitative approach with a case study type, with data collected through interviews, observation, and documentation. The data analysis process began when the researcher arrived at the research location; after the data was collected, the analysis was carried out through data conditioning, data presentation, and conclusion drawing. The results showed that the concept of competitive promotion management in this institution includes excellent programs, the idea of a strong determination to carry out worship, the idea of mastering global languages, and the idea of improving skills, especially in science and technology. The implications include the potential for developing an integrated Islamic education promotion strategy. The findings also open up opportunities for further research in education management and competitive promotion.

Honda PCX Motorcycle Promotion Consumer Satisfaction

The study aims to analyze the relationship between the promotion of the Honda PCX Motorcycle and consumer satisfaction levels. The Honda PCX Motorcycle is one of the popular models of motorcycles marketed by the Honda Motor Company. Effective promotions can affect consumer perceptions of products and help in influencing their purchasing decisions. Research results show that the promotion of the Honda PCX Motorcycle has a significant impact on consumer satisfaction. Consumers who have a high level of exposure to promotions tend to have a higher level of satisfaction with the product. Effective promotion is able to create higher awareness, build a positive image, and provide relevant information to potential consumers, which in turn increases their satisfaction. The findings have significant implications for Honda Motor Company and other motorcycle manufacturers. They can use these findings to develop more effective promotion strategies and focus on the aspects that most affect consumer satisfaction. Thus, it can be expected that the level of consumer satisfaction will increase, which will ultimately have a positive impact on sales performance and brand reputation.

Caries Experience in Preschoolers in Three Ecuadorian Communities.

Dental caries in the preschool population presents a significant challenge in the field of global public health, including Ecuador. Early detection of this disease is crucial for developing effective strategies for prevention and promotion of oral health, which can have a substantial impact on the quality of life of preschool-aged children. This study evaluated 600 children aged 3 to 5 years attending preschool education centers using the ICDAS II diagnostic criteria. The Student's t-test was used to analyze differences between the means of two independent groups. Additionally, an analysis of variance (ANOVA) was conducted to assess differences between the means of three or more groups. The prevalence of caries was 87%, with a dft index of 3.85 in the three provinces studied. A high treatment need was observed in 84.17% of the population. No significant differences in the DFT index were found based on gender, although both groups exhibited elevated values. No significant differences were observed in relation to province and environment. The second molar was the most affected tooth, with a caries prevalence of 58.8%. Despite the lack of significant differences among the evaluated variables, a high prevalence and experience of dental caries were found in the studied population.

Shopee on Twitter: Uncovering Digital Marketing Strategies through Network Analysis

This qualitative descriptive study aims to map the interactions and structures among Shopee consumers on Twitter, utilizing the Social Network Analysis (SNA) method. Secondary data from Twitter were collected, and data analysis was facilitated using various tools, including Google Colab, Dictionary, Wordij, and Gephi. The network properties, such as nodes, edges, average degree, diameter, and average path length, were calculated for different promotional content keywords. The findings revealed that the flash sale keyword in 2020 exhibited a significant number of nodes and interactions, indicating extensive discussions on social media. This research offers valuable insights for digital marketing strategies within the Shopee marketplace, based on the observed patterns and implications derived from the SNA results.
 Highlights:
 
 
 In-depth analysis: This research provides an in-depth analysis of consumer interactions on Twitter within the context of Shopee, shedding light on the dynamics and structures of these interactions.
 
 
 Valuable insights: The study offers valuable insights into digital marketing strategies for the Shopee marketplace by examining the patterns and trends identified through social network analysis.
 
 
 Implications for promotion: By mapping the interactions and structures among Shopee consumers on Twitter, this research helps identify effective promotional strategies, such as utilizing flash sales, to engage with users on social media platforms.
 
 
 Keywords: Shopee, Twitter, Consumer Interactions, Digital Marketing Strategies, Social Network Analysis.

Effects of Front-Loaded and Rear-loaded Promotions: A Comparison Of Consumers in China and Pakistan

We explored the effects of front-loaded and rear-loaded promotions on consumers across China (long-term orientation) and Pakistan (short-term orientation). Respondents were students from a university in Chengdu, China ( = 213) and a university in Karachi, Pakistan ( = 209). The results showed that front-loaded promotions generated higher consumer perceived value, greater anticipated regret, and stronger purchase intention than did rear-loaded promotions, with perceived value and anticipated regret mediating the link between promotional strategies and purchase intention. Further, cultural background played a moderating role in the influence of promotion strategies on consumer responses. Specifically, for long-term-oriented consumers in China, front-loaded promotions generated higher perceived value, greater anticipated regret, and stronger purchase intention than did rear-loaded promotions. However, for short-term oriented consumers in Pakistan, the influence of the type of promotional strategy on consumers' response was nonsignificant. This research enhances understanding of how consumers' attitude toward instant versus delayed benefits influences the effect of promotion strategies, offering management implications for global enterprises to develop effective promotion strategies.

Impact of the Center of Excellence Vocational High School Program on the Interest of New Learners

The main problem of private schools is the difficulty of finding new learners (NL), exacerbated by the Covid-19 pandemic, making private schools even more slumped, including private Centers of Excellence Vocational High School (VHS CoE). Research objectives is to analyze; (1) promotion strategies for the private VHS CoE, (2) the impact of the VHS CoE on the interest of NL, and (3) the benefits of the VHS CoE. Qualitative descriptive research methods. The research sample was four private VHS CoE. Stages of research; (1) formulate problems, (2) determine the subject, (3) compile interview guidelines, (4) collect data, (5) sort and analyze data, (6) make conclusions. The results: (1) the private VHS CoE conduct direct socialization to pre-VHS, school residents, related institutions, and the community, and form a management team. Direct socialization is the most effective promotion strategy compared to other strategies, (2) the VHS CoE has an impact on NL interest fluctuatingly. The school program is the main consideration for NL to register at VHS CoE, while according to interests and talents is the main reason for NL to choose a flagship expertise program, and (3) the benefits of the VHS CoE, among others; improving the quality of schools, making it easier to get a job, and according to industry needs. The results of the study are expected to be the consideration of relevant agencies in making policies for the VHS CoE and for preparing strategies for capturing NL for private vocational schools.

Correlates of and barriers to COVID-19 vaccine initiation and intention among US college students

Objective To examine correlates of and barriers to COVID-19 vaccine initiation and intention among college students. Participants 1,171 students attending a public university in the South. Methods Multivariate logistic regression was used to assess the correlates of vaccine intention and initiation. Reasons for pursuing or foregoing vaccination were analyzed qualitatively using an inductive approach. Results Among respondents, 44% had initiated vaccination, 38% intended to be vaccinated, and 18% were unsure about/unwilling to be vaccinated. Vaccine initiation and intention were both associated with 2019-2020 seasonal flu vaccination and political ideology, with conservative-leaning students having lower odds of vaccine initiation and of intention relative to liberal-leaning students. The most common reasons for vaccine initiation/intention and for vaccine hesitancy differed in frequency by political ideology. Conclusion The most effective vaccine promotion strategies may be those tailored to different social groups, virus-related beliefs/perceptions, and the specific concerns of vaccine hesitant students.

Knowledge, attitude, and uptake of human papillomavirus vaccine among adolescent schoolgirls in Ethiopia: a systematic review and meta-analysis

BackgroundCervical cancer is an international public health issue. Nearly all cases of cervical cancer are caused by the human papillomavirus. The HPV vaccine prevents more than 75% of cervical cancer. The extent to which adolescent girls' knowledge and uptake of the HPV vaccine have to be investigated in order to build effective promotion strategies and increase the uptake of the vaccine. The evidence that is currently available in this area is controversial and inconclusive. Hence, this study has estimated the pooled proportion of good knowledge, positive attitude, and uptake of the HPV vaccine and its associated factors among adolescent schoolgirls in Ethiopia.MethodsPubMed, Google Scholar, AJOL, ScienceDirect, and DOAJ were used to search relevant studies. A total of 10 studies were included. The data were extracted by two reviewers using Microsoft Excel and exported to STATA Version 17 for analysis. A random effects model was applied during the analysis. Heterogeneity and publication bias across the studies were evaluated using I2 statistics and Egger’s test, respectively. The PROSPERO registration number for the review is CRD42023414030.ResultA total of eight studies comprising 3936 study participants for knowledge and attitude and five studies with 2,481 study participants for uptake of HPV were used to estimate the pooled proportions of good knowledge, a positive attitude, and uptake of the HPV vaccine, respectively. The pooled proportions of good knowledge, positive attitude, and uptake of the HPV vaccine were 55.12%, 45.34%, and 42.05%, respectively. Being an urban resident (OR = 4.17, 95% CI = 1.81, 9.58), having good knowledge (OR = 6.70, 95% CI = 3.43, 13.07), and a positive attitude (OR = 2.04, 95% CI = 1.51, 2.74), were significantly associated with the uptake of the vaccine.ConclusionThe pooled proportions of good knowledge, a positive attitude, and uptake of the HPV vaccine were low in Ethiopia. Being an urban resident and having good knowledge and a positive attitude towards the HPV vaccine were significantly associated with the uptake of the HPV vaccine. We recommend increasing adolescent knowledge, positive attitudes, and uptake of HPV vaccination through school-based seminars, health education, and community mobilization.

The infinity vaccine war: linguistic regularities and audience engagement of vaccine debate on Twitter

Purpose As public health professionals strive to promote vaccines for inoculation efforts, fervent anti-vaccination movements are marshaling against it. This study is motived by a need to better understand the online discussion around vaccination. The authors identified the sentiments, emotions and topics of pro- and anti-vaxxers’ tweets, investigated their change since the pandemic started and further examined the associations between these content features and audiences’ engagement.Design/methodology/approach Utilizing a snowball sampling method, data were collected from the Twitter accounts of 100 pro-vaxxers (266,680 tweets) and 100 anti-vaxxers (248,425 tweets). The authors are adopting a zero-shot machine learning algorithm with a pre-trained transformer-based model for sentiment analysis and structural topic modeling to extract the topics. And the authors use the hurdle negative binomial model to test the relationships among sentiment/emotion, topics and engagement.Findings In general, pro-vaxxers used more positive tones and more emotions of joy in their tweets, while anti-vaxxers utilized more negative terms. The cues of sadness predominantly encourage retweets across the pro- and anti-vaccine corpus, while tweets amplifying the emotion of surprise are more attention-grabbing and getting more likes. Topic modeling of tweets yields the top 15 topics for pro- and anti-vaxxers separately. Among the pro-vaxxers’ tweets, the topics of “Child protection” and “COVID-19 situation” are positively predicting audiences’ engagement. For anti-vaxxers, the topics of “Supporting Trump,” “Injured children,” “COVID-19 situation,” “Media propaganda” and “Community building” are more appealing to audiences.Originality/value This study utilizes social media data and a state-of-art machine learning algorithm to generate insights into the development of emotionally appealing content and effective vaccine promotion strategies while combating coronavirus disease 2019 and moving toward a global recovery.Peer reviewThe peer review history for this article is available at https://publons.com/publon/10.1108/OIR-03-2022-0186

Consumer Awareness and Willingness to Pay for Dried Mangoes: Evidence from Punjab, Pakistan

Dried fruits are a popular and convenient snack option for many consumers, providing a nutritious alternative to processed snacks. Thus, consumer demand for dried fruits has significantly increased worldwide due to increasing health consciousness and a growing interest in natural and organic food products. Though Pakistan is one of the world's largest producers of mangoes, dried mangoes are a relatively new product in the country’s markets. Hence, the study’s objective is to understand consumers' awareness and willingness to pay (WTP) for dried mangoes which is crucial for producers and marketers to target and capture the growing market effectively. We collected the data from 300 respondents from three metropolitan cities of Punjab: Lahore, Faisalabad, and Multan. We employed logistic regression to investigate the determinants of consumers’ awareness of dried mangoes and Tobit regression to estimate factors affecting willingness to pay. The results show that 46% of respondents knew the dried mangoes. Furthermore, gender, education, income, and access to information are the important factors affecting consumers’ awareness. On average, consumers were willing to pay Rs. 373/ 125 grams of dried mangoes. The estimates of the Tobit model show that gender, age, education, income, profession, promotion, packing, and health consciousness significantly affect the consumers’ willingness to pay. Therefore, producers and marketers must develop effective positioning, pricing, and promotional strategies based on these factors to target and capture the growing markets for dried fruits.

How Do Fitness Club Members Differentiate in Background Characteristics, Exercise Motivation, and Social Support? A Cross-Sectional Study

Fitness clubs are one of the largest exercise arenas worldwide. Still, membership withdrawal and exercise dropout rates are 40-65% in the first six months. One important approach to retaining members may be to create an environment that feels inclusive, and clusters members with mutual needs and interests. Increased knowledge in this field can provide valuable information that leads to more effective exercise promotion strategies and better retention rates, important to the long-term success of the gym and public health. Thus, we aimed to compare background factors, motivation, and social support between members of multipurpose (wide range of exercise concepts/facilities, middle to high membership fee), fitness-only (low membership fee), and boutique (one or two specialized exercise concepts, high membership fee) fitness clubs. A total of 232 members from multipurpose (n = 107), fitness-only (n = 52), and boutique gyms (n = 73) were recruited for this cross-sectional study. Data included background variables (age, gender, body weight and height, smoking, total household income, occupation, education, and general health), exercise behaviour, exercise motivation, and social support. A one-way between-group ANOVA with Bonferroni correction or a chi-square test was used as appropriate. Multipurpose and fitness-only members were older (mean diff: 9.1 years, p = <0.001) and exercised less (mean diff: 1-1.2 sessions/week, p = <0.001) than members from boutique clubs. Compared with multipurpose and fitness-only members, members from boutique clubs reported the highest autonomous motivation (intrinsic regulation: mean diff: 0.3, p = 0.030), and perceived greater social support from family/friends (mean diff: 6.4 to 6.6, p = <0.001). Boutique members were younger, exercised more, and reported higher autonomous motivation and social support than multipurpose and fitness-only members. Our results suggest that exercise enjoyment and a social community, the “philosophy” of boutique gyms, may be important for regular exercise.

How Do Fitness Club Members Differentiate in Background Characteristics, Exercise Motivation, and Social Support? A Cross-Sectional Study.

Fitness clubs are one of the largest exercise arenas worldwide. Still, membership withdrawal and exercise dropout rates are 40-65% in the first six months. One important approach to retaining members may be to create an environment that feels inclusive, and clusters members with mutual needs and interests. Increased knowledge in this field can provide valuable information that leads to more effective exercise promotion strategies and better retention rates, important to the long-term success of the gym and public health. Thus, we aimed to compare background factors, motivation, and social support between members of multipurpose (wide range of exercise concepts/facilities, middle to high membership fee), fitness-only (low membership fee), and boutique (one or two specialized exercise concepts, high membership fee) fitness clubs. A total of 232 members from multipurpose (n = 107), fitness-only (n = 52), and boutique gyms (n = 73) were recruited for this cross-sectional study. Data included background variables (age, gender, body weight and height, smoking, total household income, occupation, education, and general health), exercise behaviour, exercise motivation, and social support. A one-way between-group ANOVA with Bonferroni correction or a chi-square test was used as appropriate. Multipurpose and fitness-only members were older (mean diff: 9.1 years, p = <0.001) and exercised less (mean diff: 1-1.2 sessions/week, p = <0.001) than members from boutique clubs. Compared with multipurpose and fitness-only members, members from boutique clubs reported the highest autonomous motivation (intrinsic regulation: mean diff: 0.3, p = 0.030), and perceived greater social support from family/friends (mean diff: 6.4 to 6.6, p = <0.001). Boutique members were younger, exercised more, and reported higher autonomous motivation and social support than multipurpose and fitness-only members. Our results suggest that exercise enjoyment and a social community, the "philosophy" of boutique gyms, may be important for regular exercise.

100 Integration of the Group of Student Leaders to the Title V Medical Sciences Campus (MSC) Project from the University of Puerto Rico (UPR) to collaborate in increasing the number of undergraduate (UgS) and graduate students (GS) from Puerto Rico with the knowledge, skills, abilities and opportunities in Clinical and Translational Research (CTR)

OBJECTIVES/GOALS: A group of leading students was integrated as part of the collaborators of the Title V MSC Project with the objective of promoting UgS and GS from Puerto Rico to start and get involved in CTR with an interdisciplinary approach (IA) through the course of INTD 5998: Clinical and Translational Research: Introduction and Principles. METHODS/STUDY POPULATION: The Title V MSC Project of the UPR institutionalized the INTD 5998 course. This course offers UgS and GS the opportunity to start and get involved in CTR. Students with leadership from different universities and from different geographic regions of Puerto Rico were identified and recruited to collaborate in the recruitment of students interested in taking the INTD 5998 course. Since April 2022, the student leaders implemented different strategies to make known about the course and its benefits among their peers. RESULTS/ANTICIPATED RESULTS: For the course of INTD 5998 that began in August 2022, they achieved a contact list of 97 interested students from different geographic areas of Puerto Rico, 21 students applied for the course and 15 enrolled (71% of those who applied and 75% of the maximum course quota). DISCUSSION/SIGNIFICANCE: The student leaders have been an effective promotion and marketing strategy to make known the INTD 5998 course among their peers from the different Universities of Puerto Rico. Their integration as collaborators to the Title V MSC Project has been successful and valuable.

FAKTOR YANG MEMPENGARUHI NIAT MENGGUNAKAN APLIKASI BELANJA SELULER DI KALANGAN GENERASI X: PENDEKATAN DENGAN APLIKASI UTAUT

Currently, the development of digital technology has an influence on all human lives, including shopping problems, namely online shopping applications. A lot of research has been done to study it, but there hasn't been much study of the factors that influence the intention to use online apps in generation X. So the purpose of this study is to study the factors that influence the intention to use mobile shopping applications among generation x, using the UTAUT application approach The method used is the UTAUT Model (Unified Theory of Acceptance and Use of Technology), the Integrated Theory of Acceptance and Use of Technology. The UTAUT model is used to be applied to the context of mobile shopping application use among Generation X. This research is a survey research using questionnaires as a data collection instrument. The sample is the Generation X Group who use smartphones and often do online shopping transactions. What influences a person's intention in the use of technology, it turns out to be between: 1) perception of ease of use, 2). perception of usefulness, 3). subjective norms, and 4). perception of quality. What influences a person's intention in the use of technology, it turns out to be between: 1) perception of ease of use, 2). perception of usefulness, 3). security, and 4). l. It can be concluded that the most significant factors in influencing the intention to use mobile shopping apps among Generation X are in terms of ease of use. This can be the basis for designing more effective marketing and promotion strategies for mobile shopping application service providers, and can help increase user satisfaction and strengthen consumer loyalty.

Kere Alang Promotion Strategy for Poto Village in Supporting Tourism Development in Sumbawa Regency

This qualitative research study aimed to design an effective promotion strategy for Kere Alang Poto Village to increase its visibility among the wider community. The study used a combination of research methods, including observation, in-depth interviews, and documentation to collect data. The findings showed that organizing events and utilizing online marketing were effective strategies in promoting Kere Alang woven fabrics, supporting tourism development in Sumbawa Regency. The study's main contribution is providing insights into effective promotion strategies that can help support the growth of the local economy and tourism industry in Sumbawa Regency. Additionally, the study's use of SWOT analysis to analyze the research data can be useful for researchers and practitioners in developing promotional strategies for similar contexts

Strategi Promosi dan Pengembangan 5 Objek Wisata Unggulan Desa Telagah Kabupaten Langkat

&#x0D; Due to the COVID-19 pandemic, in December 2021 the number of foreign tourists from North Sumatra reached 0 visits, this is directly proportional to the lack of tourists visiting Telagah Village both locally and non-locally, therefore a strategy is needed to increase the number of tourist visits. This study aims to formulate a strategy for the promotion and development of 5 leading tourism objects in Telagah village, namely the Barbar Sari/ Lau Kulap Tourism Object, Rumah Ladang Tourism Object, Pamah View Tourism Object, Kolam Karona Sakti Tourism Object, and Wisata Tidur Sawah Tourism Object. This research uses a qualitative descriptive approach, which consists of a qualitative analysis in the form of a study of literature related to observations using a check list sheet, interviews/discussions focused on the development efforts made by the village community towards Telagah Village tours. By combining analysis of promotion and development strategies through demographic analysis, tourist perceptions of attractions, amenities, accessibility, image, and price. The results of the study reveal that an effective promotion strategy that uses market segmentation, development and development of the four aspects above (attractions, convenience, accessibility, image) at affordable prices can improve the quality of facilities and infrastructure around tourist objects which in turn can increase the number of tourists.&#x0D; Key words : Innovation, Management, Promotion, Strategy, Village Tourism.&#x0D;

Projection of Solar Energy Consumers as Renewable Energy in Indonesia

In today's world, there is a shift from non-renewable to renewable energy sources. The potential of renewable energy, such as solar energy, has yet to be widely utilized, even though renewable energy has considerable potential, especially in Indonesia. For this study, researchers obtained data on solar panel consumers through the official contact list website for potential consumers of the Ministry of Energy and Mineral Resources. Researchers obtained data through online questionnaires distributed to 207 consumers of products related to the renewable energy. Researchers use this sample because they are consumers or users of the renewable energy in the form of solar panels. In data presentation, data in the form of responses received from online questionnaires can generally show the demographic characteristics of the respondents. This research aims to formulate an effective promotional strategy by identifying consumer characteristics.

Keep it real: Assessing destination image congruence and its impact on tourist experience evaluations

Inaccurate promotional information about tourist destinations may result in tourists' negative evaluations. This study proposes a new approach to measure the congruence between projected and received images of a destination's attractions. Based on online textual data, this study investigates how image congruence influences tourists' evaluations of their destination experiences. Using promotional messages and reviews of attractions in Hainan, China obtained from a leading Chinese online travel agency (Ctrip) and a three-way fixed-effects regression model, this study demonstrates that image congruence positively affects tourists' appraisal of their destination experiences. External crises (e.g., the COVID-19 pandemic), the readability of promotional messages, and tourists' expertise moderate this relationship, reducing the positive impact of image congruence on tourist experience evaluation. This study bridges theoretical and empirical gaps in destination image (in)congruence research, informing tourism marketing agencies of effective promotional strategies in different contexts.