Marketing Initiatives Research Articles

Deep neural networks: predictive research on customer turnover caused by enterprise marketing problems

Deep neural networks: predictive research on customer turnover caused by enterprise marketing problems

Evaluating the Effectiveness of Online Destination Marketing Campaigns from a Sustainability and Resilience Viewpoint: The Case of “This Is Athens & Partners” in Greece

The need for a consistent marketing evaluation framework has been highlighted by destination authorities, who in collaboration with academia and marketing professionals have sought to formulate methodologies for measuring the impact of their campaigns. Although several attempts have been made, no simple solution has emerged for evaluating destination marketing activities. This study draws on This is Athens & Partners to reveal the interaction that should take place when destination authorities employ external experts to implement and evaluate their marketing campaigns. The collaboration required adopting the appropriate destination marketing evaluation methodology, which is presented. The adapted methodology, formulated through consultation, resulted in the selection of the advertising tracking survey as the data collection method and the adaptation of a measurement instrument. The research findings show that destination marketing can positively influence the funnel process potential travelers consider when deciding on a travel destination, only when digital tools are combined with effective strategic marketing planning and, more recently, with references to resilience and sustainability. Insights from this paper regarding the importance of establishing an informative evaluation methodology to mitigate potential deficiencies in planned marketing initiatives may prove of added value to destination authorities and stakeholders.

Innovative Research on Enterprise Marketing Strategies under the Background of New Media

Marketing is one of the comprehensive development strategies for production-oriented and service-oriented enterprises, and it is also an effective path to increase income and revenue for enterprises. By operating and selling the main products, services, cultural concepts, and many more of the enterprise in a market-oriented manner. We aim to deepen the impression of the enterprise among consumers, enhance its market influence, and seek more opportunities for cooperation and development for the enterprise. However, with increasingly fierce market competition, traditional marketing models are no longer able to maximize their effectiveness. This article firstly analyzes the positive impact of new media background on enterprise marketing in expanding the scope of information release, improving marketing targeting, and creating new marketing platforms. Secondly, it explores the problems faced by enterprises in the current marketing process, such as outdated ideological concepts, insufficient team building, and rigid marketing content. Finally, strategies such as updating marketing concepts, strengthening team building, and innovating marketing content were proposed to provide some reference and inspiration for enterprises to smoothly promote marketing work under the background of new media.

Analisis Sertifikasi Halal Tape Singkong untuk Meningkatkan Pemasaran UMKM Kuliner di Kampung Tape Desa Candi Binangun Kecamatan Sukorejo Kabupaten Pasuruan

This Halal certification is the process of obtaining halal certification through several levels of inspection to prove that the raw materials, manufacturing processes, and halal product assurance system of a company meet the established standards. Halal certification guarantees the benefit and well-being of the community. This research aims to examine the importance of halal certification in improving the marketing of culinary Micro, Small, and Medium Enterprises (MSMEs) and the impact of marketing MSME products after being certified halal, specifically cassava tape, in Kampung Tape, Candi Binangun Village, Sukorejo, Pasuruan Regency.The research method used is descriptive qualitative with data collection techniques through surveys, interviews, and observations. The results showed that halal certification plays an important role in increasing consumer confidence and opening up new market opportunities for MSMEs. The halal certification process is relatively easy to do online and free of charge, with support from the village government. After halal certification, cassava tape marketing experienced an increase in turnover and product attractiveness. MSME actors consistently use halal-certified raw materials to support business growth. Thus, halal certification has a positive impact on improving the marketing of culinary MSMEs in Kampung Tape, expanding market share, and increasing product competitiveness in the halal food and beverage industry.

A Study on Electronic Marketing and Customer Loyalty of Small and Medium Enterprises in Rwenzori Region

Small and medium enterprises (SMEs) have continued to face customer retention challenge which has been escalated by the changing customer product information needs. This study was conducted to examine the relationship between electronic marketing and customer loyalty among service firms in Rwenzori region. The study took a cross-sectional design which was quantitative in nature. Out of 170 small and medium enterprises operating in Kabarole, and Kyenjojo districts a sample of 118 was determined in accordance with Krejcie & Morgan sample determination table. Data was collected using questionnaires which were self-administered physically by the researchers. Necessary instrument validity and reliability checks were conducted and later subjected data to parametric assumptions’ test which informed the choice of data analysis methods. 110 out of 118 questionnaires distributed were returned but only 78 were error free constituting a 71 percent response rate. Study findings indicate that electronic marketing has a positive and significant relationship with Customer loyalty among service firms in these two districts in Rwenzori region (r = .480, p<.01; r = .616, p< .01; and r = .539, p< .01). This finding implies that the more firms accept, use and adopt latest communication technologies, the more the repurchase effects on the side of their customers. Since customer behaviour differ across industries and in different buying context, future studies should look at antecedents and consequences of customer loyalty in none service setting.

Innovation of Enterprise Marketing Strategies in the Digital Economy Environment

Innovation of Enterprise Marketing Strategies in the Digital Economy Environment

Construction of Ensemble Learning Model for Home Appliance Demand Forecasting

Given the increasing competition among household appliance enterprises, accurately predicting household appliance demand is crucial for enterprise supply chain management and marketing. This paper proposes a combined model integrating deep learning and ensemble learning—LSTM-RF-XGBoost—to assist enterprises in identifying customer demand, thereby addressing the complexity and uncertainty of the household appliance market demand. In this study, Long Short-Term Memory Network (LSTM), Random Forest (RF), and Extreme Gradient Boosting (XGBoost) models are established separately. Then, the three individual algorithms are used as the base models in the first layer, with the multiple linear regression (MLR) algorithm serving as the meta-model in the second layer, merging the demand prediction model based on the hybrid model into the overall demand prediction model. This study demonstrates that the accuracy and stability of demand prediction using the LSTM–RF–XGBoost model significantly outperform traditional single models, highlighting the significant advantages of using a combined model. This research offers practical and innovative solutions for enterprises seeking rational resource allocation through demand prediction.

Measuring consumer perceptions of online retail platform corporate sustainable development: a scale development and validation

PurposeOnline retail platform corporate sustainable development (ORPCSD) has garnered significant interest and appeal among consumers. However, no scale has been developed to measure consumer perceptions of ORPCSD. Therefore, this study aimed to delineate the conceptual framework and dimensions underlying these perceptions and construct a reliable and valid measurement tool.Design/methodology/approachThis study employed established qualitative and quantitative methods in two studies. In the first study, the dimensions and measurement items of consumer perceptions of ORPCSD were proposed using the grounded method. In the second study, the measurement scale was refined and validated using exploratory factor analysis, confirmatory factor analysis, and nomological validity examination.FindingsThe results indicated that consumer perception of ORPCSD consisted of three dimensions: economic, social, and environmental sustainability. The measurement scale for these dimensions comprised 25 items, demonstrating excellent psychometric properties.Originality/valueThis study contributes original insights by enhancing the current understanding of consumer perceptions of ORPCSD. Additionally, it provides researchers and managers with psychometric metrics to gauge these perceptions and offers actionable strategies for sustainable marketing initiatives.

Conquering Digital Marketing: Powerful Strategies for Accelerating Business Growth

Understanding digital marketing tactics is now crucial for company expansion in the digital age due to the quickly changing technology landscape. This study investigates the efficacy of modern digital marketing strategies with an emphasis on how they support significant company growth. This study is significant because it offers practical advice on how to use data analytics, customization, and cutting-edge technology like machine learning and artificial intelligence to maximize digital marketing initiatives. The main goal of this study is to determine and evaluate the best digital marketing tactics that spur company expansion. Using a thorough literature review methodology, the study assesses the effects of different digital marketing methods on business performance by looking through contemporary academic sources. Important results show that cross-channel and multi-channel marketing techniques greatly improve brand coherence and consumer engagement. Enhancing targeting accuracy and campaign efficacy requires the use of data analytics and artificial intelligence capabilities. While ethical principles and digital transformation are essential for maintaining consumer trust and competitive advantage, personalization and customer feedback integration play a critical role in driving engagement and conversion rates. Furthermore, social media, influencer marketing, and strong content tactics work well to increase brand awareness and adherence. Strategic agility is ensured by remaining up to date with emerging trends, and marketing outcomes are further enhanced through optimization of conversion rates and user experience design. These findings' implications imply that companies should take a multifaceted strategy to digital marketing, including cutting-edge technologies and emphasizing ethical and personalized practices. It is advised to use multi-channel marketing techniques, make use of AI and data analytics, prioritize ethical marketing, and continuously improve user experience and content. Future studies ought to investigate how new digital trends—like gamification and behavioral targeting—affect the efficiency of marketing campaigns and the expansion of companies. In addition to offering a foundation for companies hoping to succeed in the cutthroat digital economy, this research advances our understanding of successful digital marketing tactics.

MARKETING ACTIVITIES IN AGRICULTURAL ENTERPRISES: REALITIES AND PERSPECTIVES

The article examines modern features and future prospects of the application of marketing in agricultural enterprises. It is noted that marketing involves the maximum use of market conditions and factors of commercial success to achieve the main goal – making a profit and expanding new market segments. It is emphasized that the Ukrainian agricultural market has specific features of marketing activity: limited consumer awareness and low level of their purchasing power; shortage of qualified marketing specialists; consumer mistrust of marketing communications; unstable market regulation and lack of protection against unfair competition. A scheme of the relationship between strategic planning and management in terms of marketing direction is improved. The key strategies for agricultural enterprises based on the components of the marketing complex in the conditions of digitalization are substantiated. The main indicators of the system for evaluating the effectiveness of marketing activities are given. It is noted that successful marketing means the ability to competently combine various marketing tools to achieve specific business goals, which include the formation of an assortment, optimization of production processes and satisfaction of consumer needs. Marketing contributes to the development of trade and increasing the employment of the population by means of assessing consumer needs, carrying out the scientific research aimed at finding ways to satisfy these needs. Marketing in agriculture is an independent direction of modern marketing and involves the study, forecasting and implementation of business activities of business entities in the field of production, processing, storage, transportation and sale of agricultural products in order to obtain high results of market activity. Using the method of extrapolation with the help of an equation based on the average absolute increase, labor productivity in agricultural enterprises of Ukraine until 2030 was forecast. The effective use of production facilities, new equipment, and advanced technologies is determined by marketing, within which a system of measures to influence the market and consumer demand is developed and applied, taking into account profit generation due to the maximum satisfaction of consumer demand.

Proposed Strategy for Maintaining a Small-Family-Business Enterprise in A Competitive Property Market

Proposed Strategy for Maintaining a Small-Family-Business Enterprise in A Competitive Property Market

The Role of AI in Enhancing Marketing Communication: Implications for Policy and Development in Indonesian Higher Education

This research delves into the transformative impact of Artificial Intelligence (AI) on marketing communication within the Indonesian higher education sector. By adopting advanced AI technologies like machine learning algorithms, universities aim to enhance customer engagement, understand student behavior, and personalize marketing strategies. The study combines quantitative data, showcasing the extent of AI adoption and its outcomes, with qualitative insights to highlight the effectiveness of AI in improving key marketing metrics. Post-AI integration, there were significant increases in student inquiries, application rates, and enrollment numbers, underscoring the tangible benefits of AI-driven marketing strategies. The findings emphasize the strategic shift towards data-driven decision-making and personalized engagement, positioning Indonesian universities at the forefront of innovative marketing practices. This research contributes valuable insights for academia, industry practitioners, and policymakers looking to leverage AI for strategic marketing initiatives in higher education.

The Impact of Digital Economy on China's Employment Structure and Its Countermeasures

In the context of the prominent contradiction between digital economy and structural employment, it is of great practical significance to explore the impact of digital economy on employment structure. Through the analysis of the current situation of employment in China, this paper further clarifies the prominent problems faced by employment at the present stage, and draws the conclusion that digital economy is conducive to improving the overall quality of employment and optimizing the employment structure. Therefore, colleges and universities should speed up the pace of educational system reform and further strengthen the market-oriented training mode. The government should formulate digital economy policies in line with the current employment structure, give play to the role of digital economy in driving and optimizing the labor employment industry, improve the construction of digital infrastructure in various regions, and develop a series of social security systems. Enterprises should carry out vocational skills training for employees to meet the needs of enterprise development and market orientation.

How Overseas Designer Brands A-COLD-WALL* Enter the Chinese Market Through Cross-border Marketing?

The concept of cooperative marketing was introduced into China at the end of the 20th century and was sought after by the marketing circle. Some enterprises join forces to implement cooperative marketing, which reduces the risk of competition and improves the efficiency of marketing. With the increasing market competition, the concept of cooperative marketing extends to the field of brand operation, and a new trend appears, which is called cross-border marketing. This paper analyzes how A-COLD-WALL*, a British niche designer brand, enters the Chinese market and expands its brand influence through cross-border marketing cooperation with Converse. Compared with the overall marketing of enterprises, brand operation is a specific and special level, which determines that cross-border marketing is different from cooperative marketing although it originates from it.

Effects of consumers’ engagement in pro-environment activities on social media on green consumption behaviour

PurposeBased on the stimuli-organism-response (SOR) theory, the purpose of this study is to demonstrate the impact of consumers’ engagement in pro-environment activities on social media on consumer green consumption behaviour, and explore the explicatory mechanism and boundary conditions for the relationship between them.Design/methodology/approachThis study collected data from 312 Chinese consumers by using the research platform Credamo, a Chinese online survey platform. A structural equation model and hierarchical regression modelling were used to analyse the data.FindingsConsumers’ engagement in pro-environmental activities on social media has a positive influence on environmental awareness that positively affects green consumption behaviour. Environmental awareness plays a mediating role in the relationship between consumers’ engagement in pro-environmental activities on social media and green consumption behaviour. Furthermore, green intrinsic motivation and green extrinsic motivation play positive and negative regulating roles respectively in the relationship between environmental awareness and green consumption behaviour.Originality/valueThis study enriches the research on the antecedent variables of green consumption behaviour. At the same time, it also expands the research on the outcome variables of the impact of engagement in environmental protection activities on people’s subsequent behaviour, deepens and expands the research on green consumption behaviour and its applicable boundaries, offering both theoretical insights and practical implications for enterprise marketing strategies and government management.

An assessment of employee discern for internal marketing strategies in software export companies

The enormous progression of the communication and technology sector in post economic transformation, specifically in software and service exports, has had an impact on India's economic growth. Companies in the software business are constantly driven to deliver better service as customer expectations continue to rise. For success in the marketplace, businesses must integrate their offerings and differentiate themselves. The research intends to assess employees' insights into internal marketing strategies deployed by software export companies that serve customers and evaluate the effect of employees’ demographics on the company's internal marketing initiatives. The results reveal that the respondents have a significant impression of the eight identified dimensions related to internal marketing strategies, and the demographics also show a significant association with the internal marketing initiatives of software export companies. The outcomes of the research could assist management in strengthening their internal marketing processes and developing key initiatives to better serve customers.

Engaging Healthcare Professionals in CKD Awareness: Insights from Hidoc Dr.'s Video Marketing Initiative

This case study details the execution and outcomes of a comprehensive video marketing campaign conducted by Hidoc Dr. aimed at raising awareness and educating healthcare professionals (HCPs) about Chronic Kidney Disease (CKD). Over the course of one year, 200 educational videos were produced and marketed, reaching an average of 500 unique HCPs per video. The campaign achieved notable engagement metrics, including a 16% engagement rate and a 6% click-through rate (CTR). The strategic approach and diligent execution resulted in significant visibility and interaction within the healthcare community. Keywords: Chronic Kidney Disease (CKD), healthcare professionals, video marketing, engagement, click-through rate, Hidoc Dr.

Propose Strategic Marketing Initiatives to Accelerate Market Share and Revenue of MEDTECH Company for Trauma Implant Device in Indonesia (Case Study at MEDTECH Company)

Trauma is a critical global health issue, leading to millions of serious injuries and significant fatalities worldwide, particularly from traffic accidents. In Indonesia, traffic accidents were the fifth leading cause of death in 2023, highlighting the urgent need for effective trauma care. Despite the pandemic, the trauma device market in Indonesia experienced growth, with MEDTECH’s portfolio outperforming the market but still underperforming in revenue generation. This research aims to address MEDTECH’s challenges and formulate strategies to enhance its market presence and sales performance. The study is divided into three phases: identifying core business issues, establishing a theoretical foundation using PESTLE and Porter’s Five Forces, and conducting a SWOT analysis. The PESTEL analysis revealed opportunities such as economic growth and technological advancements, and threats including local content regulations and supply chain issues. The Porter analysis suggests moderate market attractiveness due to competition and innovation needs. The STP analysis identifies key targets, including Tier 1 hospitals for advanced Variable Angle (VA) implants and Tier 2 hospitals for cost-effective Mono Angle (MA) implants. The Marketing Mix analysis highlights the need for product updates, pricing adjustments, expanded distribution, and enhanced promotional activities. To strengthen its position, MEDTECH should focus on immediate product development and market penetration strategies, while also planning for long-term local manufacturing and regulatory compliance to ensure sustainable growth in the Indonesian market.

Marketization and corporate cash holdings: Role of financial constraint alleviation

AbstractThis study examines the relationship between marketization and corporate cash holdings. Using a sample of the Chinese stock market spanning from 2007 to 2020, our empirical results show that marketization negatively affects corporate cash holdings. This effect is more pronounced for firms in the eastern and central regions of China and Chinese Growth Enterprise Market (GEM). Additionally, our study finds that investment opportunities and state‐owned features of firms play moderating roles in the effect of marketization on firms' cash holdings. State‐owned enterprises (SOEs) are less affected by marketization; however, the more investment opportunities a firm has, the greater is the negative impact of marketization on its cash holdings. Finally, we find that marketization can affect corporate cash holdings through firms' financing constraints. These results are robust to various tests and alternative explanations.

Leveraging Digitalization for Enhanced Publication and Marketing of Sports Services

Sports institutions in Indonesia have yet to fully embrace digital channels for disseminating and promoting their services to the public. Despite some institutions engaging in digital publication through mainstream social media platforms, the existing features fail to comprehensively address the requirements of the sports sector. This study aims to assess the efficacy of publication and marketing efforts by digitizing sports institutions via the SHC app, purposefully designed for the sports sector's publication needs. Employing a qualitative approach, data were collected from 108 sports institution managers utilizing the SHC app. Data collection entailed the use of a Likert scale questionnaire ranging from 1 to 5. Validity of the data was tested through Pearson Product Moment analysis, and reliability was evaluated using Cronbach Alpha. Subsequently, the data underwent quantitative descriptive analysis and Spearman Rank correlation analysis. Findings reveal that all features within the SHC app significantly impact and foster strong relationships in the publication and marketing endeavors of sports institutions. In summary, the SHC app proves highly conducive to the digitalization of sports institutions, significantly enhancing their publication and marketing initiatives. Keywords: digitalization of sports, publication, marketing, sports services, shc app