Marketing Experts Research Articles

Constructing a smart destination framework: A destination marketing organization perspective

Smart destinations have emerged as a means of integrating physical and technological infrastructure to create seamless experiences for tourists and to improve the quality of life for residents. However, the operationalization of the smart destination concept, and especially the roles and functions of Destination Marketing Organizations (DMOs), remain poorly understood. This study uses interviews with experts in destination marketing, place management and technology, alongside analysis of Destination Marketing Systems (DMSs) to identify how DMOs can lead and facilitate the development and effective governance of smart innovations. The data are used to examine several key themes including: the potential for a ‘smart vision’ of the destination; the contributions of DMO leadership in smart destination strategies; the functions and utility of DMSs; the involvement of key destination stakeholders; and the supporting pillars of information technology infrastructure, sustainability, livability, and governance as the foundations for smart destination development. The article concludes by providing a conceptual framework that can help to comprehend and evaluate both the components of smart destinations and the roles of DMOs in their implementation and management. • Presents a framework for conceptualizing and evaluating Smart Destinations. • Encompasses IT, e-governance, sustainability, and livability domains of practice. • Uses multimethod strategy to assess Smart Destination initiatives in USA, UK, and Asia. • Examines Destination Marketing Organization and Destination Management System roles. • Identifies the value of DMO leadership in facilitating Smart Destination transition.

The Impact of Socially Responsible Marketing on TV Viewership and Household Conflicts: A Theoretical Descriptive Study

Marketing is used by business organizations to promote the beneficial attributes of their product and services. The increased focus on promoting ethical and socially responsible business practices has contributed to the emergence of socially responsible marketing. This study explores this concept and how it promotes good/positive social and cultural norms. The research demonstrates how businesses are forced to practice socially responsible marketing though its impact on TV viewership and household conflict remains unknown. A qualitative descriptive study is carried out to examine the effect of socially responsible marketing on TV viewership and household conflict. Data was collected from a sample of 15 marketing experts using a self-administered question and analyzed through thematic analysis. The study found no significant link between socially responsible marketing and TV viewership. Additionally, this research found that socially responsible marketing reduces household conflict. These findings are supported by the Uses and Gratification Theory, Functionalist Theory, and Conflict Theory.

A future research agenda on export marketing and international marketing themes: a Delphi approach

Based on 11 export marketing experts of the editorial board of International Journal of Export Marketing (IJEXPORTM) and five international marketing experts from IJEXPORTM, this study investigates the possible evolution of export/international marketing in the next 15 years. In Round 1, the study uses two surveys which asked participants to complete questionnaires during January-March 2020. Additionally, in Round 2 during May-June 2022, the study uses the Delphi approach in asking an additional 12 experts in export/international marketing to evaluate the initial research themes. Furthermore, the author uses broad categories of research themes derived from the two lists of the initial research themes. The Round 1 study reveals through the tool of dendrogram 17 broad categories of research themes related to export marketing, and 13 broad categories of research themes related to international marketing. Particularly, digitalisation and social media are two new themes of both export and international marketing.

The relationship between seo and artificial intelligence

As digital marketing becomes increasingly important in both communications and sales, the right strategy can make companies more efficient. One possible method is to use Artificial Intelligence to develop a company's website in line with the requirements of Marketing 5.0. This paper examines the relationship between Artificial Intelligence and Search Engine Optimization. The question is whether the website can rank better, communicate in better quality and generate higher purchase intent than a marketing expert, a sales expert or even a consumer, based on predefined parameters.

DEVELOPMENT OF MEASUREMENT SCALE FOR PERSONALIZED RECOMMENDED PRODUCT ACCEPTANCE (PRPA-SCALE)

Personalized recommendation (PR) system has been established to enhance consumers experience by suggesting products for consumers. Researches in PR mostly focus on the PR “system” acceptance but not the “actual product” acceptance. Therefore, this research aims to develop an instrument that measures the psychometric indicators of personalized product recommended acceptance. The sample size for the study were made up of (N=521) consumers from various accessible online marketplace in Ghana (jumia, kikuu, tonaton, jiji, amazon, eBay, aliexpress, alibaba, and other platforms) who represent the end-users of the e-tailers recommendation system. The study was quantitative in nature. In an attempt to evaluate the Personalized Recommended Product Acceptance Scale (PRPA-SCALE), an instrument was developed then submitted to 1 psychologist, 2 Marketing experts and 2 consumer behaviour researchers to test and rate items developed for the study. The EFA and CFA were performed to validate the instrument. The finding indicated significant content validity and further provided evidence of a good model fit for the five factors extracted constructs ((Price consciousness (5 items), Product Review factor (6 items), Brand Influence (5 items), Perceived Quality (6 items) and E-tailers Promotional Factor (8 items)). To the best of our knowledge, the PRPA-scale is the first scale robustly developed to measure personalized product recommendation acceptance. This also set the foundation for future research in the area of consumers’ purchase decision processes towards recommended products.

Consumersʹ attitudes, motives and behaviour towards organic yoghurt in Croatia

The organic food market is constantly growing, while organic yoghurt belongs to the category of the best-selling organic products in the dairy products group. The aim of this study was to determine consumer behaviour in the purchase and consumption of organic yoghurt, attitudes concerning organic yoghurt, and motives for organic yoghurt purchase. An online survey was conducted among organic yoghurt buyers. More than a third of respondents buy and consume organic yoghurt two to three times a month. Respondents buy most often organic yoghurt made from cow's milk, in plastic packaging, in supermarkets and specialty stores. The most important motives for buying organic yoghurt are health, nutritional value, and food safety. Respondents have positive attitudes about organic yoghurt. The results of this research are useful for organic food producers, (especially organic yoghurt producers) in planning and improving production, and also for food marketing experts in designing and implementing promotional activities.

CASE STUDY ON LANGUISTIC MEANS OF EDITING FOR VOICE AND TONE IN CORPORATE MARKETING COMMUNICATION

The research analyses a small corpus of in-house writing of a multinational SME by non-native speakers of English and the edits and revisions made by a marketing expert and a technical writer (native English speakers). The analysis focuses on identifying, classifying and analysing edits regarding the voice and tone guidelines, i.e. how pragmatics concepts (politeness and audience accommodation) are grammatically and semantically encoded. The research uses style guides to analyse the “comparable” monolingual corpus of drafts and final versions, while the annotation includes tags for pragmatically motivated changes whose purpose is establishing a friendly relationship with the target audience. The research employs norms for qualitative research in public relations and marketing communication (Daymon & Holloway, 2010). The research shows that a) non-native speakers of English tend to have a self-centred approach to workplace English writing and often fail to achieve the company voice and tone, and b) the company voice and tone require elimination of culturally specific concepts and use of relatively simple grammatical structures and lexicon.

Attitudes of Croatian Consumers About Mobile Messenger Chatbots

This paper aims to investigate Croatian consumers' attitudes about mobile messenger chatbots (MMC) and their propensity to use them. The proposed conceptual model is based on the Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT). The research was conducted through an anonymous survey questionnaire available on the social network Facebook. The empirical research results show that perceived usefulness, perceived ease of use, compatibility, and attitude towards mobile advertisements are statistically significantly related to attitude towards mobile messenger chatbots. No negative correlation was found between internet privacy concern and consumer attitudes about mobile messenger chatbots. A positive correlation was found between attitude towards using mobile messenger chatbots and behavioral intention. In addition to the scientific contribution in better predicting chatbots' acceptance as a communication and promotional tool, the research results will also help marketing experts design advertising campaigns via mobile messenger chatbots.

Experts’ Perspective on the Development of Experiential Marketing Strategy: Implementation Steps, Benefits, and Challenges

Consumer needs change over time as a result of the fast-paced advancement in technology and the induction of the Internet, expansion that leads to a difficulty for brands to adapt their marketing promotion strategy and trying to remain innovative and effective at meeting their consumers’ expectations. This research investigates what effect experiential marketing campaigns have on both customers’ perception and business outcomes, aiming to develop a deeper understanding of experiential marketing, its challenges, and benefits, to understand customers’ reactions to experiential touchpoints, to explore what type of technology increases experiential perceived value, and to envisage the evolution of experiential marketing strategy. To capture all the important facets of the research objectives, an exploratory survey based on the voices of 31 marketing experts from all around the world was applied. By identifying the key drivers of experiential marketing campaigns in a hybrid setting, the present study highlighted the important role that experiential marketing has as a communication strategy, offering additional insights to marketing specialists on the experiential marketing implementation steps. A theoretical framework of the steps needed to put into practice an experiential marketing strategy was proposed.

Evaluation of the Work-Integrated Learning Methodology: Teaching Marketing through Practitioner Experience in the Classroom

The teaching methodology in university marketing subjects has traditionally been based on “lecture classes”, which have proved to be insufficient for providing students with professional skills that can be directly applied in the workplace. This research aims to reduce this gap between the university and business by applying the active teaching methodology of work-integrated learning (WIL), which consists of providing students with knowledge and experiences directly from professionals that are invited to the classroom. We evaluated the effects of the WIL methodology on university students in a marketing degree course through self-administered questionnaires. During a semester, perceived personal, academic, and professional outcomes were assessed in two groups of students of the same module, one of which participated in the WIL program (i.e., they received lectures by professional marketing experts who were invited to the classroom and explained, through real examples, the content of the subject being taught), and the other served as a control (i.e., they learned the content only through traditional lectures from the college instructor). The results revealed that the students who took part in the WIL program experienced increased motivation, enjoyment, and interest in the subject. Furthermore, they had an increased understanding and acquisition of the concepts, as well as a greater perceived ability to manage companies and a comprehension of the economic environment. These findings constitute an advance because they identify the benefits of applying WIL in knowledge fields where the acquisition of professional skills is crucial for graduates’ entry into the labor market.

Visitor Relationship Marketing: A Case Study in Samosir Tourism Area

Visitor Relationship Marketing (VRM) is a critical idea and concept for enhancing marketing communications in order for a company to gain a competitive edge. The study shows correlations between the literature and related theories with the case study's conclusions. According to this qualitative study, COVID-19 instances influenced the VRM approach for hotels in the Samosir area. These issues are related to the Coordinating Ministry for Maritime Affairs and Investment regulations, which have established health standards for natural tourism sites in Indonesia. These measures and regulations are anticipated to increase local tourist visits to the new normal period while avoiding COVID-19 transmission. Health procedures will be implemented at nature-based tourism sites with a strong emphasis on the concepts of cleanliness, health, and safety (CHS). These principles are being implemented in order to boost visitor trust in Indonesia's post-Covid-19 tourism sector. Tourist sites, particularly those in the Samosir area, urgently need trustworthy communication actors, particularly stakeholders who might persuade and ensure that the tourist industry can be depended upon to enhance people's welfare and the national economy. Therefore, tourist sites should be adequately managed, beginning with site preparation and marketing initiatives to attract visitors. In order to promote this tourist destination , relationship marketing as an embodiment of marketing communication is required.VRM, based on the CHS principles, can help tourists establish trust and commitment, select appropriate media, minimise barriers, and actively work to ground the Toba Caldera Geopark tourism sites, which UNESCO has already designated as Global Geopark destinations. In practice, it is anticipated that the local government, as the driving force behind Geopark tourist destinations, will promote further tourism-related activities. Several of them, for instance, conducted training on CHS principles, recruited members who were relationship marketing experts, collaborated with the health department, developed trust with multiple parties to stimulate positive information, and established sponsorships to develop hospitality and tourism for Geopark tourist destinations.

MENAKAR STRATEGI GOVINDA SPORT MENYIKAPI PERUBAHAN PERILAKU KONSUMEN DARI KONVENSIONAL KE ONLINE SHOPPING

The purpose of this study is to determine the right strategy in dealing with changes in consumer behavior from conventional to online shopping, conducted at Govinda Sport Denpasar. This research uses qualitative methods with descriptive approach. Data collected through in-depth interviews and using Zoom. The informans were determined by purposive sampling. The results show that online shopping provides time efficiency, more product variants and better communication however, consumer cannot see physical condition of the goods directly and the risk of goods being damaged during delivery. Govinda Sport has implemented Marketing Mix strategy in conventional and online stores but the profit obtained from online business are still far less, this is due to the low level of sales and there is no staff who have expertise in digital marketing. The management should hire digital marketing expert, doing promotions on Instagram and encouraging consumers to purchase through online store in marketplace.
 Keywords: consumer behavior, marketing strategies, online shopping, marketing mix

POS0059-PARE DELAY TO DIAGNOSIS IN AXIAL SPONDYLOARTHRITIS – TIME FOR A GOLD STANDARD APPROACH

Background:In the UK, the average time to diagnosis of axial SpA is 8.5 years (1). There is little evidence this has improved, despite the acceptance of MRI use in diagnosis (2). A recent review identified significant clinical, economic and humanistic burden from delayed diagnosis (3). Urgent action is needed to ensure delayed diagnosis is not normalized.Objectives:We created a proposal for a Gold Standard time to diagnosis for axial SpA and a national implementation plan (4) through consensus development with patients, healthcare professionals and professional bodies.Methods:A.A scoping literature review identifying where delays occur, from first symptom onset to diagnosis by a rheumatologist, and potential solutions. From this, a summary report / draft plan was produced for consultationB.A national consultation survey to elicit views on the proposals from clinicians, healthcare professionals, professional societies and patientsC.Structured feedback to written proposals via e-consultation with clinicians and patientsD.A consensus development workshop to finalise the Gold Standard and implementation plan.Results:The literature review identified four delays:1. People do not know axial SpA may be a cause of their chronic back pain2. Primary care practitioners may not recognise features of axial SpA3. People may be referred to non-rheumatologists who may not recognise axial SpA promptly4. Rheumatology and radiology teams may not optimally request or interpret investigations.202 participants responded to the summary report (74% patients, 21% healthcare professsionals, 5% professional societies). All supported the principles behind the gold standard time to diagnosis. Qualitive analysis confirmed agreement with the proposed solutions, underscoring the importance of education and visibility for axial SpA within primary care and increased public awareness. Additional proposals were suggested, including a tool in primary care to run audits on IT systems.40 clinicians contributed to the e-consultation and 55 clinicians, policy makers, social marketing experts, health journalists and patients attended the consensus workshop. Consensus was reached on a gold standard time to diagnosis of one year, and the principles, key components and phasing of the implemention plan. This included: public awareness about axial SpA symptoms; a primary care clinical champions programme; creating a referral pathway from primary care direct to rheumatology; a secondary care service educational programme.Conclusion:There is consensus from UK axial SpA clinicians, patients and professional societies on the need for a Gold Standard time to diagnosis of axial SpA of one year, so that patients can live happy, healthy and productive lives.

The futures of entertainment dependent cities in a post-COVID world

Purpose The purpose of this study is to examine post-crisis (COVID) futures for major city destinations that are dependent on live entertainment and tourism. Destinations that live from entertainment and tourism must consider the implications of the pandemic and plan strategies for their future. Design/methodology/approach Based on the Manoa School of Future Studies, four scenarios were identified following a review of current literature. These scenarios (alternate futures) were then discussed in two videoconference focus groups by tourism marketing and entertainment expert professionals from five major North American entertainment cities. Findings Typical tourism responses to crises and disasters do not appear to apply to the current pandemic and entertainment-dependent destinations (EDDs) are not prepared to thrive in any of the potential outcomes. Originality/value This is the first study addressing the future of EDDs in a COVID world. This study cannot predict the future, but this study can make some forecasts. It is important for scholars and professionals to work together toward identifying what can be.

Structure and Composition of Board’s Committees: Analysis of Pakistan International Airlines Corporation Limited

This study aimed to explore the composition of BODs committees in PIACL. Secondary data from Annual Reports, Act, Rules and Regulations of the corporation in general and SECP recommendations i.e., the codes of CG in particular were collected. Data were analyzed in MS-Office 2016 version using MS-Excel and MS-Word. Obtained results are, the BODs can exercise their powers to form the board’s various committees, but at the same time BODs must execute their responsibilities focusing on objectives of the corporation and larger interest of stockholders in good faith and judgment, especially executing authority for the establishment of AC. BODs must confirm that none of the member's interests conflicts with the objectives of the committee. The Principal Finance Officer (CFO), inside audit officials, and officers like the chief cooperating officer (CEO) do not represent AC. However, one member of the committee must hold ample knowledge related to finance, but this does not mean that a member of the board who is linked either with financial matters or audit operations is appointed on the committee. Results further indicated that in PIACL different committees of BODs have been formed where a director in the finance committee is also appointed as member or chairman in AC in contrast to SECP codes. Similarly, various BODs have been made part of the AC, HR, IT, Procurement, Marketing (Brand and advertisement) committee. Whereas, practically it is very uncommon that an individual possesses expertise in IT, HR, Marketing, and Finance fields simultaneously as these are diverse fields, how come a person can be an expert of all disciplines at the same time? Hence, the appointment of directors in multiple committees at the same time raises a lot of questions about the independent working or decision-making of such committees.

Methodology for design of templates of text communication messages for software marketing

Communication messages play a key role in marketing of products and services, and the software market is no exception. A methodology is proposed for design of templates of text communication messages that are based on best practices of experts in software marketing, ideas of marketing, communication theory, copywriting, media linguistics, semiotics; description of the subject area is based on conceptual modeling and production systems. For the purposes of testing, the methodology was used as the basis of a software product – a decision support recommender system for design of communication messages for software marketing.

Operationalizing Pandemic Vaccinations at a Regional Supermarket Chain Pharmacy

Community pharmacies were underutilized as vaccination locations during the 2009 H1N1 pandemic. Since that time, community pharmacies are a common location for seasonal influenza vaccinations with approximately one-third of adults now getting vaccinated at a pharmacy. Leveraging community pharmacies to vaccinate during a pandemic such as pandemic influenza or the current coronavirus disease (COVID-19) pandemic will result in a more timely and comprehensive public health response. The purpose of this article is to summarize the results of a strategic planning meeting held in 2017 that focused on operationalizing pandemic influenza vaccinations at a regional supermarket chain pharmacy. Participating in the planning session from the supermarket chain were organizational experts in pharmacy clinical programs, managed care, operations leadership, supply chain, information technology, loss prevention, marketing, and compliance. Additionally, experts from the county and state departments of health and university faculty collaborated in the planning session. Topics addressed included (1) establishing a memorandum of understanding with the state, (2) developing an internal emergency response plan, (3) scaling the pandemic response, (4) considerations for pharmacy locations, (5) staffing for pandemic response, (6) pandemic vaccine-specific training, (7) pharmacy workflow, (8) billing considerations, (9) documentation, (10) supplies and equipment, (11) vaccine supply chain, (12) communications, and (13) security and crowd control. Information from this planning session may be valuable to community pharmacies across the nation that seek to participate in COVID-19 pandemic vaccinations.

‘Compelled by stories.’ A marketing expert’s tips for promoting COVID-19 vaccination

‘Compelled by stories.’ A marketing expert’s tips for promoting COVID-19 vaccination

Fighting Against Traditions of Silence: The Year in Portugal

Fighting Against Traditions of SilenceThe Year in Portugal Cláudia Maria Ferreira Faria (bio) Apparently, some invisible but persistent barrier (social, political, or religious) prevents people from revealing their thoughts, feelings, and personal experiences, and only prominent figures (mainly in sports, medicine, and politics) seem to feel the need to advertise their abilities or to justify their actions, seeking to come to terms with themselves. Contradicting this trend, Portuguese writer Rita Ferro released the third volume of her diary. Rita Ferro is the daughter of António Quadros, a wellknown writer and philosopher, and the granddaughter of Fernanda de Castro, a famous poet, and António Ferro, writer, politician, and member of the Salazar Government. A former marketing and design expert, Rita Ferro began writing in 1990, when she was thirty-five years old. Her genuine and straightforward style openly displays her shifting moods and her contradictory feelings, ideas, and opinions. Aware of the difficulties of the genre and conscious of stepping into a delicate field, Ferro is neither naïve nor new on the ground, as she has written a series of biographies, chronicles, novels, collections of letters, and an autobiography entitled A Menina é Filha de Quem?, which was awarded the Pen Club Prize in 2011. Ferro's diary trilogy began in 2014 with Veneza Pode Esperar, followed in 2015 by a second volume, Só Se Morre Uma Vez. It took her five years to produce another volume, which appeared in July 2020 under the title Os Passáros Cantam em Grego. Going beyond mere reflection on aging and women's struggles in a traditional and sexist society, the author situates her daily life and intimate details about her family, her lovers, and her friends into some of the most significant events in contemporary Portuguese politics and culture. Although she has confessed that the process of writing a diary is cathartic and helped her out of a personal crisis, Ferro has said that she decided to write a diary simply because she loves the genre and realized that there were very few in Portugal. Other than that, she felt the need, after a twenty-four-year writing career, to offer her readers a more honest portrait of herself. She wanted to challenge the general idea that Portuguese readers weren't fond of diaries, and she was tired of distorted public perceptions of her personal life and [End Page 133] decided it was the time to reveal herself and fight the traditional silence around Portuguese women's experiences. While she has stressed that her life is far from extraordinary, on the other hand, she has stated that her purpose is not to leave a writer's testimony but rather the record of a woman who felt and lived in a particular time and place (Martins). Avoiding any label, political correctness, and especially the idea that a writer is somehow different or special, Ferro tries to demonstrate that although writing does help develop self-reflection and critical skills, the truth is that a writer is just like any other person struggling to survive. Ferro's aversion to routine and inclination toward an intense social life is evident in the first volume of her series of diaries, which starts with the recognition that for her "a normal life" is still associated with being part of a couple. In the following diaries, Ferro shares what she considers to be her biggest challenge: the decision to live alone. For Ferro, coming to terms with being single means recognizing that what one gains in freedom largely outweighs what others imagine to be loneliness. However, in a mixture of irony and self-pity, she shares her struggle to define someone in that condition, suggesting that "alone" might signify a choice, a curse, or even a problem, and—much worse—a resignation. Assuming that "o inominado está para além da condição" [what one cannot name, lies beyond any condition] (Veneza 11), she is determined to find "um nome excepcionalmente adequado" [an exceptional designation] (12). And this is indeed the author's quest: to find a comfortable place for herself in the world. Once she acknowledges that reconciliation is the key to getting older, she...

A strategic model-based of micro-moment data in smart cities especially internet of things

Many industry leaders predict that the industrial Internet will create unprecedented levels of growth and productivity over the coming decades. Business leaders, governments, academic environments, and technology vendors are working hard together to realize and restrain this powerful potential. In this research, the combined method has been used. In the qualitative part, the foundation data method or grounded theory with a systematic approach which attributed to Strauss and Corbin has been used for data analysis and has been designed with three open, axial and selective coding techniques in Maxqda model software. Then, the questionnaire was designed in 6 dimensions: causal, axial phenomenon, prevailing context, intervening conditions and consequences in 50 items to confirm the dimensions, components and indicators. The statistical population is consist of 35 managers and basic technology senior experts in the Internet of Things (IOT) field, marketing and information technology experts who have been selected by Snow Ball method (chain reference) to the theoretical saturation limit. In the quantitative part, after identifying the relevant dimensions, components and indicators, the questionnaire was provided to managers and experts. The results were confirmed by independent t-test. Prioritization of dimensions and components has been done by AHP technique. Reliability of interviews with Cohen's Kappa coefficient and inter-rater reliability method, content validity of the questionnaire using content validity ratio (CVR), content validity index (CVI), apparent validity with item impact scores and reliability with Cronbach's alpha and halving method has been approved.