Marketing Experts Research Articles

DDMMO Website Quality, Destination Image and Intention to Use Metaverse Platforms

Background/Objectives: Destination Development, Management, and Marketing Organizations (DDMMOs) have the power to influence perceptions and behaviors regarding both actual and virtual travel in the rapidly changing landscape of digital environments. Within newly emerging Metaverse platforms, their websites can serve as critical touchpoints that enhance destination attractiveness and enable visitors to engage in valuable experiences. In this vein, this research attempts to determine if DDMMO website quality and destination image can influence users’ intention to virtually visit a place by using a Metaverse platform. Methods: Users who navigated a European DDMMO website were asked to fill out a self-administered questionnaire, and 318 responses were collected. Then, structural equation modeling (SEM) was used to test the research hypothesis. Results: The results show that website interactivity and affective destination image had a direct positive impact on a user’s intention to use the Metaverse platform. Furthermore, indirect impacts of website design and usefulness and cognitive destination image were detected. Conclusions: DDMMOs and destination marketing experts can gain valuable insights from the outcomes of this research. Thus, focusing on the aforementioned website features can help them enhance destination image and attract users to their Metaverse platforms.

Digital Marketing Strategies in Increasing the Competitiveness of Agricultural Products in the Digital Economy Era

This study investigates the role of digital marketing strategies in enhancing the competitiveness of agricultural products in the digital economy era. With the rapid advancement of technology and the growing importance of e-commerce, traditional agricultural marketing approaches are increasingly being replaced by digital platforms, enabling broader market reach and direct interaction with consumers. The research explores various digital marketing tools, including social media, e-commerce platforms, search engine optimization (SEO), and content marketing, and examines their effectiveness in increasing market visibility, consumer engagement, and sales of agricultural products. Using a case study approach, this study analyzes agricultural businesses that have successfully implemented digital marketing strategies, assessing the impact on their competitiveness in both local and global markets. Data were collected through surveys and interviews with agricultural producers, digital marketing experts, and consumers. The findings indicate that agricultural businesses adopting digital marketing strategies experience significant improvements in brand recognition, customer loyalty, and sales performance. Moreover, the use of data analytics and targeted marketing enables these businesses to better understand consumer preferences and trends, thereby optimizing their marketing efforts. The study concludes that digital marketing is a crucial tool for agricultural producers seeking to increase their competitiveness in the digital economy. It recommends that agricultural stakeholders invest in digital literacy and technological infrastructure to fully leverage the potential of digital marketing. Policymakers are also urged to support digitalization initiatives within the agricultural sector to foster innovation and sustainability.

Pola Promosi Destinasi Wisata Nusantara Melalui Words Of Mouth Marketing Dalam Akun Instagram Spektakel.id

This research aims to know the pattern of promotion of tourist destinations the archipelago through word of mouth marketing in social media. The use of Social Media in tourism is that can not terelakan again, even large countries tourism has account Instagram for branding, it describes that the effect social media for tourism branding so powerful. This encourages the birth of account instagram @spektakel.id. Word of Mouth Marketing is very important to introduce a brand to be discussed positively by the market being a target. The methods used in this research is qualitative, descriptive methods. The study also uses interviews with resource Admin account Instagram @spektakel.id, Word of Mouth Marketing expert and one of the followers. Elements of Word of Mouth Marketing that is used in this research was the talker, topic, tools, take a part, track and timing. Based on the results of research and discussion, Based on the results of research and discussion, it can be known that word of mouth marketing strategies used by account Instagram @spektakel.id managed to get people interested to follow the account of these and become Instagram talks by people a lot more and make known the archipelago and tourist destinations and crowded.

A Case Study on the Application of Beauty Industry Media Marketing Expert Training: Focusing on regional and industry-tailored job creation support projects

A Case Study on the Application of Beauty Industry Media Marketing Expert Training: Focusing on regional and industry-tailored job creation support projects

Analysis of Key Indicators for Reach, Act, Convert, and Engage (RACE) in Social Media Platforms for B2B Companies in Indonesia Using the AHP Method

B2B marketing involves the sale of products or services between companies, utilizing strategies at the corporate level. In this context, information plays a critical role and has evolved to adapt to modern times. Digital Marketing Communication leverages the latest technology to deliver integrated, efficient, and measurable communication, aiming to build strong relationships with customers. This study aims to analyze and provide recommendations for social media marketing strategies within a B2B company, focusing on selecting the most suitable social media platform for digital marketing activities. The approach centers on the use of the Analytical Hierarchy Process (AHP) method, which is applied to determine the most influential criteria in social media marketing. Key criteria such as reach, act, convert, engage are identified through surveys and interviews with digital marketing experts. The AHP analysis provides a structured approach to evaluating different social media platforms and strategies, helping companies make informed decisions about which platforms will be most effective. The results indicate that the AHP method can yield effective and efficient strategic recommendations for managing social media marketing activities, ultimately reducing the company’s marketing costs. These recommendations are expected to guide B2B companies in optimizing their social media marketing campaigns in the future.

The State of Content Marketing in Hungary and Its Possible Effects on a Specific Brand : Hungarian Experts’ Opinions

The aim of this paper is to give an overview of the state of content marketing (CM) in Hungary, its application and whether it is worth examining the effect of CM on the Brand Asset Valuator (BAV) and brand experience (BX). To investigate these issues, the author conducted individual interviews with twelve online marketing and content marketing experts in 2022. Based on the research results, it can be stated that the Hungarian practice of content marketing is typically at an initial stage, the attitude of the management of the companies is inappropriate and there are often resource limitations. According to the experts, examining the effect of CM on BAV and BX is generally relevant and reasonable. The results confirm the connection between content marketing and branding and its controlling is an important academic research area and a business issue that requires further study.

Use of Ticketing System in Freelancing Platform to Maintaining Client Trust in Product Development Process

Micro, small, and medium enterprises (MSMEs) are considered to be one of the important components in the economic development of a country, especially Indonesia. However, it has been found that MSMEs are lagging in digitalization, the adoption of information technology, and digital marketing. An information system where MSMEs can have easy access to IT and digital marketing professionals can be a solution to boost and encourage digitalization among local MSMEs. Developing such an information system requires the project to be able to quickly adapt and change based on the user’s needs and current trends. This study proposes an incremental solution to building an accessible information system catered for MSMEs by incorporating the ADDIE model into the development cycle. To understand the feasibility of the system, several group meetings are arranged to demonstrate and try out the system’s capability to the target users. The results indicate that the system is generally able to fit the needs of MSMEs and is quite effective at connecting the MSESs to IT and Digital marketing resources and experts.

Measuring the Effects of Entrepreneurial Orientation on Social Media Adoption and SME’s Performance in Kathmandu Valley: Evidence from Structural Equation Modeling Using Smart PLS 4.0

Social media platforms have become crucial for Small and Medium Enterprises (SMEs) to enhance their online presence and engagement in the contemporary digital media landscape. The study highlights the significance of entrepreneurial orientation in utilizing social media for SME growth and performance, especially in the face of challenges like digital literacy and infrastructure gaps. Furthermore, the study outlines its structure and aims to establish a link between entrepreneurial orientation, social media adoption, and SME performance, offering insights to guide future initiatives. Structural Equation Modeling (SEM) using Partial Least Squares (PLS) was utilized to test four hypotheses among 280 respondents to analyze the connections and causal relationships between the effect of entrepreneurial orientation on social media adoption and SME performance. The findings reveal that a lack of knowledge and skills, limited resources for investing in social media, and privacy and security concerns are significant challenges to adopting social media. SEM results indicate a significant relationship between entrepreneurial orientation (β= 0.264, P<0.01) and social media (β= 0.150, P < 0.05) in SME performance (β = 0.281, P<0.05), whereas innovation capability shows an insignificant relationship (β = 0.002, P > 0.05). Respondents also opined that staying updated with the latest trends and collaborating with influencers and digital marketing experts are some managerial solutions to mitigate the challenges. Challenges like knowledge gaps and resource limitations affecting adoption were identified as significant hindrances, while effective social media integration was identified as a performance-impacting factor. Staying updated and collaborating with digital marketing experts are vital for overcoming obstacles and thriving in the evolving Nepali economy through SMEs.

Consumer Behaviour in Supermarkets and Food Markets: A Mixed Study in Peru

This research aimed to describe the characteristics of the factors that influence consumer behavior in food markets and supermarkets. The study was based on the theories of consumer behavior through the approaches outlined by Maslow and Mang’unyi and Govender. The research shows the results of the study conducted on the consumers of Peruvian markets and supermarkets located in Lima, the capital of Peru. The factors that influence consumer behavior when shopping are described, such as the proximity of the establishment, friendliness, quality, family atmosphere, prices, and perception. The methodology was based on a mixed, cross-sectional, and non-experimental approach, applying surveys to 400 consumers of food markets and supermarkets. The information obtained was corroborated by interviews with market traders, supermarket stockers, and marketing and economic experts. The results of the surveys conducted indicate that there are personal, cultural, and psychological factors that influence the decision-making of consumers of food markets and supermarkets. The results showed that personal factors have the greatest impact on consumer decisions, as confirmed by the majority of the population surveyed. In conclusion, this study has contributed to a better understanding of the factors that influence consumer behavior in food markets and supermarkets. The findings obtained can be useful for merchants and entrepreneurs in designing marketing strategies and making business decisions.

Evaluation of Antioxidant Effects and Estimation of Trace Minerals in Unripe Fruits of Capparis Zeylanica (Aadhandangai) – An Invitro Study.

Capparis zeylanica (Aadhandangai) is a 2- to 5-meter-tall shrub endemic to India and other Asian nations. The leaves are anti-inflammatory, anti-oxidant, and anti-helminthic. Several studies have been carried out to illustrate the medicinal and therapeutic properties of leaf extract. A careful examination of the literature identified no studies on unripe fruits, which are customarily eaten on the festival of Aadi Amavasya (new moon day of July-August). Capparis zeylanica, used for the study was recognised by a team of botanical experts and a marketing expert with an expertise of more than four decades. Unripe fruits were assessed for mineral content and antioxidant DPPH test. The phytochemical analyses were carried out using the procedures outlined. The Roche/Hitachi Cobas 6000 analyser series was used to measure trace elements and minerals such as phosphorus. The fruit showed the presence of antioxidants. The phytochemical studies also revealed proteins, amino acids, and saponins. The fruit was high in calcium and phosphorus (> 48.0 mg/100 gm), but low in zinc and magnesium. It also had vitamin D and B12. The presence of trace minerals and vitamins with anti-oxidant action makes it a food; however, an excess of calcium with phosphorous may cause injury to a weak kidney, therefore an annual and infrequent consumption may have been advised. So far, there is no literature on the plant's immature fruit. This study is the first to demonstrate the utility of the customary practice of annual intake.

Implementation of Marketing Techniques on Social Media to Increase Sales Via Repeat Orders

In the era of rapidly developing digital marketing, it is important for companies to understand and apply effective marketing techniques to increase sales in a sustainable manner. This research highlights the main focus on digital marketing, social media copywriting, marketing strategy planning, and collaboration with the marketing team as an effort to strengthen marketing activities. By emphasizing planning and implementing digital marketing strategies, as well as developing relevant content, this research explores the effectiveness of implementing marketing techniques on social media in increasing sales through repeat orders. Using qualitative methods, this research explores insights from primary data through direct observation and interviews with digital marketing experts. The aim of this research is to understand how marketing techniques on social media can influence customers' repurchase decisions. The research results highlight the importance of planning appropriate marketing strategies and creating engaging content in achieving repeat sales goals. This research also emphasizes the importance of collaboration between marketing teams to formulate and implement effective strategies. Thus, this research not only provides insight into best practices in digital marketing, but also provides valuable insights for companies in optimizing their marketing efforts to increase sales sustainably.

AI Think with Me, Or Think for Me?

This research aims to study and analyze strategies for the strategic application of artificial intelligence in marketing by developing a framework that guides artificial intelligence planning strategies in marketing systematically and can be followed up by making decisions about service strategies at the J&T Company. The research locus is the object and source of data from the place being researched so that the information obtained can provide accurate data and truth in research. J&T Cargo is a technologically innovative express company under the auspices of the J&T Group. The locus of this research was carried out at: Marketing manager, HR manager and marketing expert team. The qualitative approach carried out through the data analysis technique used is the Manual Data Analysis Procedure (MDAP) by Rofiah, (2022), from the results of interviews accompanied by triangulation of sources, methods and theories it can be concluded that artificial intelligence for marketing strategies at J&T Cargo is used to determine preferences. Various Consumer Segments; Micro Segment Customers; Target Cause Marketing Outreach; Identify the Best Target; Refining Customer Based Perception Maps; Positioning Slogan; Psychographic Consumer Segmentation; Tourism Consumer Segment; New Customer Promotion Target; Target Digital Consumers; Target Customers Based on Brand with the aim of monitoring local market developments, so that in this business J&T Cargo is not left behind compared to other competitors. This paper also contributes to strategic marketing research by providing a systematic and rigorous approach to identifying research gaps that bridge strategic marketing practice research and artificial intelligence.

Business Management Training in Improving Culinary Msme Enterprises

The number of Micro, Small and Medium Enterprises (MSMEs) is a large part of the economic implementation in totality. However, the growth of MSMEs related to technological advances is still not in line with expectations. The proportion of MSMEs that use online sales is still low. This is caused by many MSMEs who do not understand the technical procedures for online sales. The purpose of this activity is to develop MSME expertise in universal management, digital marketing and financial recording. The development and improvement carried out is in the form of developing skills in making marketing planning, digital marketing and understanding financial records so that they can be useful in developing businesses that will be run in the future. The training participants were 34 micro-enterprises, most of which were culinary businesses that were given the management training they needed. The result obtained from this activity is the occurrence of culinary fostered partners who are more advanced in managing and selling products online.

Predicting cause-related marketing patronage intentions based on Schwartz's theory of human values: a large-scale sample study anchored on female fashion leadership

PurposeBusinesses embark on cause-related marketing (CRM) initiatives as a marketing strategy to fortify consumers' behavioural intentions. Prior research indicates that human values could be tapped to understand the consumers' responses to perceived organizational motives behind undertaking social cause initiatives. This research employs Schwartz's theory of human values to examine consumers' patronage intentions towards CRM-linked fashion products. Moreover, fashion leaders play a crucial role in the diffusion of the latest fashion and fashion trends. This research investigates by integrating human values and fashion leadership, offering insights into CRM-linked fashion consumption motives.Design/methodology/approachThe overarching goal was to investigate the complex interplay between human values and female fashion leadership to predict CRM patronage intention (CPI). Hence, a large-scale research study on 2,050 samples was undertaken by adopting threefold partial least squares–multigroup analysis–artificial neural network (PLS-MGA-ANN) to establish and empirically test a comprehensive model.FindingsThis study is unique as it establishes and validates the relative or normalized importance placed on human values by fashion leaders, thereby predicting CPIs. The results revealed that women with high-fashion leadership and specific value types (benevolence, universalism, self-direction) are more likely to patronize CRM-linked fashion retailers. In addition, the findings validated that women with low-fashion leadership and specific value types (tradition, security, conformity) are more likely to patronize CRM-linked fashion stores.Originality/valueThe findings provide a valuable rationale to non-profit marketers, fashion marketing experts and practitioners to design customer value-based profiling and manage crucial CRM decisions.

Mengoptimalkan Penggunaan Teknologi untuk Pemasaran Aksesoris HP Anggota ONC Melalui Platform Digital

This Community Service (PKM) project aims to optimize the use of technology in marketing cellphone accessories carried out by members of the Ngunut Community Outlet (ONC) via digital platforms. ONC, as a local business forum, has great potential to utilize advances in information technology to increase product visibility and competitiveness in an increasingly digital market. Through an Asset-Based Community Development (ABCD) approach, the project engages ONC members in intensive training to improve their technology skills, especially in managing social media and e-commerce platforms. Project stages include identifying community needs and potential, technology skills training, market analysis, digital platform development, and marketing of attractive digital content. By utilizing collaboration with local digital marketing experts, this project aims to achieve a significant increase in sales of HP accessories through digital platforms. The results of this project are expected to not only include ONC business growth but also have a positive impact on the economic empowerment of local community members. Through technology integration and active participation of community members, this project seeks to realize digital marketing that is sustainable and competitive, in line with developing business trends in the digital era.

Building Your Dream Team: How Indie Teams Can Form, and Thrive Together.

The majority of indie game development teams are driven by the desire to produce a blockbuster game. But there are many obstacles on the way to realizing this desire, especially in the beginning. It is possible to create a game alone, but more often than not, something genuinely amazing involves a group of talented people working together toward a similar objective. Finding the correct stakeholders is one of the biggest problems with starting an independent game development team. People with the required technical talents, such as programmers and artists, as well as those with business acumen, like marketing and finance experts, are included in this. Success depends on being able to locate these people and manage them. But after the correct individuals have been identified, it is crucial to develop open lines of communication and a common comprehension of the project's objectives and expectations. Finding the perfect people to join their team is a problem that independent game development teams frequently encounter. Attracting talented individuals to a brand-new, unproven initiative might be difficult. The attention of skilled people interested in working on cutting-edge and intriguing initiatives might be attracted through networking. There are other things to consider as well since forming a team comes with the type of game one is making, finding skilled teammates, team chemistry, conflict resolution, communication, long-term relation maintenance and leadership aspects. In general, creating and leading an independent game team is a difficult process. There is no specific method for doing this, but with a little help from others' expertise, it is possible to assemble a team of creative people who can collaborate to produce a game that is genuinely enjoyable.

Designing a Holistic Marketing Model in the Telecommunications Services Sector

Objective: This study aimed to design and explain a holistic marketing model in the telecommunications services sector. Methodology: The research is applied in nature and employs a mixed-methods approach (qualitative-quantitative). In the qualitative phase, 11 experts in marketing and senior managers of telecommunications companies were selected through purposive sampling and interviewed using semi-structured interviews. In the quantitative phase, a questionnaire with 29 items was distributed among 108 marketing and sales managers and staff of telecommunications companies in Tehran and Hamedan. The quantitative data were analyzed using SPSS and Smart-PLS software. Findings: The results revealed that the holistic marketing model in the telecommunications services sector consists of six main themes and twenty-nine sub-themes. This model helps telecommunications companies to enhance customer loyalty, improve market share, and elevate overall company performance by utilizing both traditional and modern marketing strategies. Conclusion: The study concludes that implementing a holistic marketing model can positively impact the performance of telecommunications companies. To successfully implement this model, companies should leverage modern marketing approaches such as experiential marketing, social media marketing, and collaborative marketing.

Trade sign, trademark, brand: definitions, conceptual framework and legislation

The definitions and conceptual framework of the following terms are studied: brand, mark, sign and definitions. The research was conducted on the basis of definitions and approaches of these Western marketing «gurus» and practitioners of well-known Western experts in marketing, advertising, management, and psychology, as well as our domestic experts and scientists. Such definitions for a brand include trade, commercial, commodity, brand and others. The analysis of the literature showed that these definitions are identical, and in the Ukrainian case, it is necessary to focus on the legislative framework. The author also studied the definition of a trademark with the following definitions: trade, commercial, commodity, brand and others. These definitions and their conceptual framework were also found to be identical. In addition, the definition and conceptual framework of «brand» were also studied. The main synonyms for the brand in their definitions can be quality, image, memory, positive impressions, psychological effect, advertising and positioning. In the Ukrainian market, consumers and even experts often equate the concepts of a trademark, a trade mark and even a brand. However, this is not correct. I support this understanding of Western and domestic scientists that these are three consecutive steps. If to explain briefly, TS is a sign of indication of goods and services issued in the state according to its legislation. TM is a sign or logo under which the seller sells his goods and which is known to buyers. TM may be identical to the TS, and may not be identical to it. A brand, in turn, can be a well-promoted TM or it can be promoted without TM. In the West, TM and brand are practically the same thing, because there is basically an oligopoly market where several powerful firms operate with a not very developed product market. The terms TS, TM, and brand came to us from the West. The first two in the West were introduced around 20–40 years of the last century, and the brand around 60–70 years of the last century. The brand in the West went through four strategies from commodity to corporate. The basis for the definitions was the goal and historical facts and opportunities. Due to the change in these two factors, we have given a new definition of the brand. This definition is based on the UN resolutions on the exhaustion of the Earth's resources and their inconsistency with the ability to meet the needs of modern man and the right and responsible attitude. That is, we can interpret it as «green» marketing.

Medical influence: what does success look like?

Social media influencers have revolutionized information, gaining viewers, retention, and interest with short videos. Medical teams could potentially benefit from this medium for educating patients. Defining success in this endeavor remains unclear. We are a surgeon-nurse team that sought to promote our messages on social media to gain viewers and interest in our website. An educational podcast focusing on end-of-life discussions was linked to social media platforms, including Instagram and TikTok, to gain views on our website. Eleven podcast episodes were produced and published over a 3-month period, between November 2023 and January 2024. The podcast episodes were promoted to "similar clients" based on internal algorithms by a podcast streaming service, Spotify. The promotion provided by Spotify and website views were compared to responses evident by other social media posts. After 3 months of publishing podcast episodes on Spotify, with free publicity, our podcast gained 10,400 promotions, 486 listeners, 49 followers, and approximately 1200 random website views. In comparison, the podcast content garnered more than 50,000 video clip views on TikTok and Instagram, after funding these brief video promotions. TikTok and Instagram both charged $20 or more per promotion. Paid promotion opportunities resulted in no website visits or podcast followers. Our own experience with social media promotion was inadequate in generating interest in our content. The authors would encourage other teams to be strategic with paid promotions and to consider engaging a marketing expert to improve the potential for mass interest in content and promotional efficiency. Additionally, based on these findings, the authors would appreciate more transparency in the algorithms behind successful promotions to better understand "what success looks like" for medical messaging.

Identifying the Dimensions and Components of Consumer Arousal in Digital Marketing and the Mediating Role of Sales Promotion Strategies Using a Mixed Method (Case Study of Digikala and Instagram Sales Customers)

Digital marketing through social media and mobile platforms has transformed the daily lives of millions of people, and the expansion of common communication methods on social media has often led to the formation of customer relationships. The aim of this study is to identify and examine the dimensions and components of consumer arousal in digital marketing using a mixed method (quantitative-qualitative). In the qualitative phase, grounded theory methodology was used, and the necessary data were obtained through in-depth and semi-structured interviews with 9 academic and industrial marketing experts, as well as secondary data. The results of the data analysis, following the three stages of open, axial, and selective coding, were analyzed using Maxqda software, ultimately presenting 98 codes, 20 concepts, and 9 components within a paradigmatic model. In the quantitative section, the research method was descriptive-survey, and the data collection tool was a questionnaire. The statistical population of this section consisted of active users in virtual spaces (Instagram and online sales websites), with a sample size of 384 individuals selected according to Cochran’s formula for an unlimited population. The research results indicate that hedonic and functional benefits were identified as causal and influential conditions in creating the core phenomenon of arousal. Through promotion strategies, they lead to outcomes such as purchase intention, purchase action, loyalty, and word-of-mouth advertising. Additionally, the shift toward the virtual world and internet infrastructure was identified as contextual conditions, and demographic factors were recognized as intervening variables. The results demonstrate that the derived model has a good fit.