Market Focus Research Articles

Peran Aktivitas Pemasaran Media Sosial Instagram dan Ekuitas Merek Terhadap Respon Pelanggan Bhisa

Current technological developments occur in various sectors, one of which is marketing with increasing marketing activities carried out on social media such as Instagram. This is influenced by various factors such as the increase in internet users and the time each person uses the internet. In response to this development, as one of the transportation service providers, PT BST with one of its integrated products, namely Bhisa, uses Instagram social media to market its products and services. The use of Instagram with the username Bhisa.id is PT BST's effort to continue to compete with its competitors. This study aims to determine the influence of Social Media Marketing Activities carried out by PT BST on brand awareness, brand image, EWOM, and commitment both directly and indirectly. This study uses a quantitative causal research method by testing survey data from 180 respondents of Bhisa.id Instagram followers. Testing in the study will use the SEM PLS model which will be tested using the Smart PLS 3 application. The results of the study show that the SMMA variable has a positive influence on brand equity consisting of brand awareness and brand image and has a positive and significant effect on customer responses, namely e-WOM and commitment. Furthermore, strong brand equity contributes positively to customer responses, such as E-WOM and commitment to the Bhisa brand. This study concludes that effective marketing strategies on social media, especially Instagram, can increase brand equity and, in turn, generate better customer responses. The recommendation for marketing practitioners is to continue to utilize Instagram as a primary marketing tool and focus on

Dynamic policies with reference-price effects and reference-quality effects

Reference-dependent consumer preferences have been a central focus in economics, marketing, and operations management. However, existing literature predominantly concentrates on the effects of a single reference point. This study expands the framework to include both reference price and reference quality, motivated by anecdotal evidence demonstrating their interactive roles in consumer purchase decisions. This study develops a double reference-dependent demand model that clarifies how these two factors influence a monopolist’s optimal control policies within a continuous, finite-time optimization framework. The results indicate that penetration-pricing strategies are optimal when initial consumer reference levels are low, while skimming strategies are preferable when reference levels are high. A high-price and high-quality policy is optimal under conditions of small reference-price effects, large reference-quality effects, or high-quality investment efficiency. In contrast, a low-price and low-quality policy is ideal in scenarios with large reference-price effects, small reference-quality effects, or low-quality investment efficiency. Additionally, a high-price and low-quality policy proves optimal when customers exhibit poor memory or when the firm’s discount rate is low. Conversely, a low-price and high-quality policy is optimal when customers have good memory or when the firm’s discount rate is high.

The Impact of Market Orientation, Product Innovation, and Competitive Advantage on the Marketing Performance of Culinary Enterprises

In this study, the impact of product innovation and market orientation on the marketing performance and competitive advantage of micro-entrepreneurs in Kampar Regency's culinary industry will be examined. Additionally, this study assesses how competitive advantage influences marketing effectiveness by acting as a mediating factor between market orientation and product innovation. Tests of the direct and indirect effects between variables are conducted quantitatively using the SEM-PLS (Structural Equation Modeling - Partial Least Squares) analytical methodology. Questionnaires and interviews with micro-entrepreneurs in Kampar Regency's culinary industry were used to gather data. A total of 378 respondents were chosen as relevant samples using the purposeful sampling approach. The findings indicated that competitive advantage was significantly enhanced by market focus and product innovation. Furthermore, marketing performance was significantly improved by competitive advantage, product innovation, and market orientation. Additionally, the link between market orientation and product innovation on marketing success was shown to be reinforced by competitive advantage acting as a mediator.

The Influence Of Originality, Quality, And Quantity On, Intention To Follow The Advice, Through Hedonic Experience, Opinion Leadership, And Perceived Aesthetics

Factors that determine the success of influencer marketing focusing on TikTok social network users This study examines the influence of influencer account characteristics (Perceived Originality Perceived Quantity, Perceived Quality), through Hedonic Experience, Opinion Leadership and Perceived Aesthetics and how this impacts their intention to Intention to Follow The Advice, if users feel that the content presented by an influencer is originality and has a large variety of content, they will tend to view the influencer as opinion leadership and, as a result are likely to follow the advice and recommendations of the influencer. The purpose of this study is to identify the determinants of influencer marketing success on TikTok and identify the characteristics that are most effective in attracting users on TikTok. This study was designed using purposive sampling method involving TikToker users and followers across Indonesia. quantitative research using partial least squares path modeling method (PLS-SEM). Some of the findings in this study are that there is no significant relationship between perceived aesthetics and intention to follow the advice and perceived originality has an indirect effect on opinion leadership. The managerial implication of this research for industry practitioners and researchers is that companies can design more targeted and effective marketing campaigns by understanding how perceived originality, quantity, and quality factors affect intention to follow the advice through hedonic experience. A thorough analysis with user preferences and an opportunity to build stronger and sustainable partnerships with the company's influencers and expand the reach of their campaigns, increasing the company's brand awareness.

MARKETING PRIORITIES OF COMPANIES IN THE INTERNATIONAL PHARMACEUTICAL MARKET

The article presents the current trends in the development of the international pharmaceutical market and systematizes the priority areas for implementing marketing approaches of the leading companies. The purpose of this article is to reveal the marketing priorities of international pharmaceutical companies in the context of global challenges. To study this issue, a set of methods was used, namely: analysis and synthesis, statistical method, process and institutionalist approaches, case study.The results of the study show that the international pharmaceutical market is characterized by a high level of dynamism, preservation of the priority share of economically developed countries in revenue generation, significant influence of regulatory mechanisms at the national and international levels, and active processes of economic competition through mergers and acquisitions. The analysis has shown that the modern concept of pharmaceutical marketing goes far beyond the established narrow interpretation as a set of tools for the production, sale and promotion of a pharmaceutical product and is characterized by a high level of adaptability to the challenges of the global marketing environment of the twenty-first century. The article reveals the focus of marketing of leading companies on such priorities as: scaling up marketing budgets, ensuring synergy between marketing and financial indicators of pharmaceutical companies, modernizing communication strategies by optimizing interaction with key opinion leaders, intensifying multichannel marketing, etc.The theoretical significance of the study is to deepen the concept of international marketing in the context of its individual sectoral manifestations, taking into account the influence of global competition, institutional regulations, and technological progress. The practical value is due to the potential of using local or regional benchmarking for domestic companies participating in the international pharmaceutical market. Prospects for further research are considered in the direction of assessing the mechanisms and effects of the introduction of marketing innovations in the field of international pharmaceuticals.

Balancing economic benefits and environmental costs: Introducing carbon footprint indicators in tourist market targeting

We argue that governments’ decisions to target certain tourist markets must consider both benefits and costs. We design a composite indicator methodology to assess economic benefits, using six classic indicators of market desirability (leadership, dynamism, seasonality, length of stay, expenditure and connectivity), which we complement with two carbon footprint indicators indicative of some of the costs incurred by the planet (CO2e per tourist night and CO2e per tourist trip). We model how target market decisions should change as the weight given to carbon costs changes from zero (current scenario) to 25% and 50% in the set of indicators used to select target markets. Adding carbon data in a cost-benefit analysis makes regional and national markets much more attractive than distant markets due to their low carbon footprints, despite shorter tourist stays or lower expenditures. Our method can inform government strategies to decarbonize while maintaining a clear market focus.

Factors Influencing the Location of Hotel Businesses Catering to International Travelers in Bangkok

Abstract: This study investigates what makes international travelers pick hotel locations in Bangkok Thailand. The research tries to answer questions about location factors for international hotels and how these factors shape their decisions when choosing spots to serve international guests. The survey targeted select three to five-star hotels in Thailand's capital gathering just over 250 valid responses for analysis. Seven key factors came to light for international guests staying in Bangkok hotels: nearness to shopping centers, eateries, and tourist spots; ease of access; area wealth and appeal; rival hotels; hotel room size; and market focus. This study's results give us a deeper grasp of hotel placement in Bangkok. Looking at where top-tier hotels are, this paper points out some services that hotels in city centers should offer.

Human Resources after Merger and Acquisition in Prabhu Bank

The unnatural increment of the Nepalese Banking and Financial Industries (BFIs) has brings several financial challenges and complications in the financial market. The financial indicator had indicated that the Nepalese financial sector was weak, vulnerable and at the verge of a collapse. Regularity body in Nepal having difficulties in regulation, with the coordination with Nepal Rastra Bank (NRB), Nepalese government lunched the Monitory Policy on 2072/73 especially focusing on capital growth of the BFIs. Merger and Acquisition (M&A) play a vigorous role in the after the Nepal Rastra Bank implemented the Merger Bylaws Policy, Banking and Financial Institutions (BFIs) in the Nepalese Market focus on M&A with appropriate partners. The increasing trends of M&A without proper guidance and experience gradually increase challenge on both stability and operational issues in Prabhu bank. Mostly Human resources form the Bank are persecute after the post-merger activity in the institutions. Therefore, this paper presents the issues on HRM among Prabhu Bank after M&A. This study uses a qualitative research design with 35 participants. Data is gathered through interviews, and the findings are determined by thematic analysis. The results of the study show that while mergers create chances for employees to grow professionally, collaborate across different cultures, and feel a sense of stewardship, similarly highlight difficulties like identity loss and communication gaps, Leadership Uncertainty and increase competitive behavior among peers which ultimate effect on the growth of both employee and the organization. The study concludes that mergers provide chances for staff growth and collaboration, and effective integration requires addressing identity issues and communication barriers. Post-merger human resource management issues within Prabhu Bank.

Study on the Trend of Sports Marketing Focusing on the Study of Watching Sports in Korea

Study on the Trend of Sports Marketing Focusing on the Study of Watching Sports in Korea

Social Dimensions of Housing Heterogeneity: A Pathway to Understanding Market Mechanics and Valuation

Abstract The composition of the housing market is shaped by the social dimensions of buyer heterogeneity, prompting households to prioritize housing development to fulfill their needs efficiently. Both quantitative and qualitative dimensions of housing heterogeneity in transactions stem from the different characteristics, needs, and incomes of residents in different areas. The relevance of this research lies in understanding the social dimensions driving housing diversity among buyers and sellers. In a market economy, meeting the evolving needs of market participants is crucial. Consequently, stakeholders in the housing market focus on understanding buyer needs, changing trends, and adapting to the heterogeneity of the housing options. The housing market, characterized by significant information asymmetry, underscores the importance of comprehensively studying the social dimensions of housing diversity, particularly its impact on market value and transaction prices. Viewing households as heterogeneous social systems highlights the dominance of the social dimension in the housing market, necessitating a comprehensive exploration of its quantitative and qualitative aspects. Findings can inform managerial decisions to mitigate information asymmetry, improve housing availability, stabilize prices, and improve the market value of properties.

The effectiveness of human vs. AI voice-over in short video advertisements: A cognitive load theory perspective

In the fast-paced modern life, short video advertising has become the focus of digital marketing due to its convenience and efficiency. However, with the intensification of competition, how to optimize the effectiveness of short video advertising has become an urgent issue for the industry. This study focuses on artificial intelligence (AI)-generated voice in short video advertising, exploring consumers' preferences for AI voice-over and human voice-over, as well as the interaction between voice-over and subtitle availability. Through four studies, it is found that compared with AI voice-over, human voice-over in short video advertising can better reduce consumers' cognitive load, thereby enhancing their purchase intention. At the same time, subtitle types moderate the voice-over effect, with human voice performing better in the absence of subtitles, while the difference is attuned when subtitles are present. This series of studies not only deepens our understanding of the characteristics of short video advertising but also provides strategic suggestions for the video advertising. Advertisers and designers can optimize the production and dissemination strategies of short video advertising based on these findings, enhance advertising effectiveness, meet consumer needs, and achieve better marketing goals.

Master’s degree studies and its impact on vertical and horizontal mismatch in Spain

The goal of this study is to analyse the vertical and horizontal mismatches of graduates in the Spanish labour market focusing on the effect that a master’s degree has in each of these two mismatches. The analysis is based on the data from the Survey on the Labour Insertion of University Graduates carried out by the Spanish Statistical Office in 2019. The main conclusions stress the importance of vertical and horizontal mismatches in the Spanish labour market. The results of the quantitative analysis based on the binary and ordered logit indicate that the master’s degree can reduce the vertical mismatch. Moreover, a wider offer of master’s degrees in some fields such as health could reduce the horizontal mismatch. Eventually, some policy measures to reduce the two mismatches are proposed. To the best of our knowledge, this is the first study to analyse both horizontal and vertical job-education mismatches among Spanish graduates, including those with a Master's degree. Thus, this study is pioneering in assessing the impact of Master's degrees in reducing educational mismatches. In addition, it shows how the likelihood of these mismatches changes with increasing work experience.

Trading Strategy of the Cryptocurrency Market Based on Deep Q-Learning Agents

ABSTRACT As of December 2021, the cryptocurrency market had a market value of over US$270 billion, and over 5,700 types of cryptocurrencies were circulating among 23,000 online exchanges. Reinforcement learning (RL) has been used to identify the optimal trading strategy. However, most RL-based optimal trading strategies adopted in the cryptocurrency market focus on trading one type of cryptocurrency, whereas most traders in the cryptocurrency market often trade multiple cryptocurrencies. Therefore, the present study proposes a method based on deep Q-learning for identifying the optimal trading strategy for multiple cryptocurrencies. The proposed method uses the same training data to train multiple agents repeatedly so that each agent has accumulated learning experiences to improve its prediction of the future market trend and to determine the optimal action. The empirical results obtained with the proposed method are described in the following text. For Ethereum, VeChain, and Ripple, which were considered to have an uptrend, a horizontal trend, and a downtrend, respectively, the annualized rates of return were 725.48%, −14.95%, and − 3.70%, respectively. Regardless of the cryptocurrency market trend, a higher annualized rate of return was achieved when using the proposed method than when using the buy-and-hold strategy.

Liquified Natural Gas (Lng) Downstream marketing and business growth in Nigeria: An empirical evidence small and meduim scale enterprises

The study focused on the effect of Liquefied Natural Gas downstream sector marketing on business growth in Nigeria, an empirical evidence from SMEs. Specifically the study also set out to achieve the following sub objective as follows; analyze the effect of low cost strategy on the cost advantage of the selected LNG plants in the study area and ascertain the effect of market focus strategy on the sales volume of the selected LNG plants in the study area. Various research questions were raised and research hypotheses formulated. Porters Five Forces Model was adopted as the theoretical underpin for the study. The study adopted a causal survey research design. Here the opinion of the respondents was elicited through a well-structured Likert-scale type of questionnaire. This was carried out through questionnaire administration to the 400 target respondents; especially the owners, managers and employees of the selected LNG plants in the study area. Simple regression model was used to test the hypotheses which was in conformity to the study objectives with the aid of Statistical Package for Social Sciences (SPSS) version 22. It was found that low-cost strategy is vital towards attainment of cost advantage in the oil and gas downstream sector. The study revealed that low-cost as a competitive strategy has significant effect on the cost advantage of the selected LNG plants in Abia and Imo States, Nigeria. We also found out that from the objective two, being market focused improves the firm’s sales volume. Hence, market focus strategy has significant effect on the sales volume of the selected LNG plants in Abia and Imo State. The study recommends that the selected LNG plants in Abia and Imo States should adopt cost control and cost reduction techniques; especially by the use of outsourcing, subcontracting, and buyer-seller relationship businesses and there is also the need to adopt market focus strategies by focusing on specific group of customers in a particular market segment.

Investor perspective on impact-driven startups – the prioritization of certainty

PurposeIn this study, the authors dive into the assessment process of startups by impact investors. In particular, the purpose of this study is to investigate the preferences impact investors place on different social and environmental criteria. The authors build on social learning theory to understand the underlying rationale of the investors.Design/methodology/approachWith this research, the authors simplify the impact category system by conducting a systematic literature review. The authors then validate these criteria with a survey of 69 impact investors in Europe.FindingsThe results highlight the prioritization of quantifying impact and a discrepancy between essential and desirable impact categories. Due to the clear and significant results changing with the target market and startup stage focus, the authors assume a tendency of homophily of impact investors.Originality/valueWith this empirical study, the authors offer strategic implications for investors and startups as the authors decrease the complexity of impact categories while validating their significance in the impact assessment process.

The Influence of Live Streaming on Flash Sale and ITS Impact on Impulse Buying of Shopee E-Commerce Users in Indonesia

This study aims to analyze the influence of Live streaming and Flash sale variables on the Impulse Buying behavior of Shopee E-commerce users in Indonesia. The method used is quantitative with descriptive analysis techniques to explain the characteristics of the sample and inferential analysis techniques using SPSS and AMOS software analysis tools. The study population consisted of Shopee e-commerce users in Indonesia, with a sample of 140 respondents selected by non-probability methods with purposive sampling techniques and analysis methods used in this study namely validity test, reliability test, classical assumption test, cross-tabulation test and path analysis. Data was obtained by distributing google form questionnaires through social media. The results of the analysis show that the existence of Live Streaming and Flash Sale has a positive and significant effect on Impulse Buying. This research provides a deeper understanding of the factors that influence Impulse Buying behavior in the context of Live Streaming and Flash Sale of Shopee e-commerce users. The results of this study can provide guidance for Shopee and other e-commerce parties to design more effective marketing strategies and focus on Flash Sale to increase impulse purchases. The results of the validity test output show that the data of this study is declared valid and the reliability test shows that each variable in this study is declared reliable or consistent. The statistical assumption test shows a positive and significant influence, which means that quality Live Streaming can provide stimulus to the Flash Sale program which is a limited number of offers for a short period of time so that it can encourage users to make impulse purchases or unplanned purchases. The path analysis fit model test shows a match of several samples that can subsidize the population as a whole

Model the Quality of Tourism Travel Business in Thailand

The objective of this research was (1) to study to study factors affecting the service quality of tour businesses in Thailand. (2) To analyze the service quality of tour businesses in Thailand. (3) To develop a service quality model of tour businesses in Thailand. This research is a mixed methods research. During quantitative research and the qualitative research of the population studied this time includes tour operators in Thailand, totaling 2,821 people tour operators in Thailand. The sample size was determined according to the criteria of Hare et al., resulting in a total sample population of 460 people and qualitative research. A purposive random sampling method was used for 15 people, including entrepreneurs and executives. The tool used to collect data was a questionnaire using structural equation modeling techniques. Major Findings: (1) The service quality model of the tour business in Thailand includes the competitive advantage of the tour business. Entrepreneurial Focus acceptance of technology Market focus business adjustment business innovation and service quality of the tour business (2) Competitive advantage of travel business Entrepreneurial Focus acceptance of technology Market focus business adjustment and business innovation Affecting the quality of service of the tourism business. (3) Models of service quality of tour businesses in Thailand that affect the service quality of tour businesses. There is a connection with each other. Competitive advantage of travel business Entrepreneurial Focus acceptance of technology Market focus business adjustment business innovation.

'Uma das coisas que mais agrega valor é o orgânico’ – Novas trajetórias e singularidades no mercado dos produtos orgânicos

As they were regulated and institutionalized, organic products took on new trajectories and meanings with the emergence of a more varied market focusing on specific audiences and new qualification references. In this paper we investigate some of the new meanings and different qualifications organic products have assumed by analyzing their new trajectories and singularities within an increasingly flexible and dynamic market containing wider and more heterogeneous range of actors and distinct products that circulate around the organic concept but are neither rigidly defined by or dependent upon this meaning. Using data from primary and secondary sources on how these products were singularized, we attempt to demonstrate that throughout the process of regulating and institutionalizing organic products, “organic” has not only become commodified but also assumed other overlapping meanings, with this characteristic potentially becoming less central or products even ceasing altogether to be organic. In our analysis we highlight trade fairs that focus on these products, their entry into large food companies and retailers, ultra-processed organic products, and how they approximate other qualification references (such as the concepts of vegan, diet, and light).

Integrated Marketing Communication Strategy of PT. Syngenta Indonesia in Increasing Corn Farming Productivity Through the Use of Digital Technology for PeTani Apps

The emergence of the peTani Apps represents PT. Syngenta Indonesia’s innovative response to enhancing corn farming productivity through digital technology utilization. In 2023, the user base of the peTani Apps reached 28,600, a significant increase from the previous year. This research aims to examine the integrated marketing communication (IMC) process undertaken by PT. Syngenta Indonesia in boosting corn farming productivity through digital technology, particularly via the peTani Apps, employing Kotler and Keller's (2016) IMC strategy concept. The research method employed is qualitative descriptive with a post-positivist paradigm and data triangulation method. The findings reveal that PT. Syngenta Indonesia effectively implements IMC strategy to enhance corn farming productivity through the peTani Apps. The company has conducted extensive promotional efforts through various online news portals and social media, alongside sales promotion programs offering discounts and special deals. Through participation in agricultural events and collaboration with stakeholders, the company has expanded reach and heightened awareness of the application. Support is also provided through direct marketing, digital marketing focus, and the use of specialized teams for farmer education

Effect of injection compound rolling process and curdlan gel on water retention of sauced beef

Research background and significance: Under the current development trend in the field of global food science and technology, consumers' requirements for food safety, nutritional value and sensory quality are increasing, prompting the innovation of food processing and preservation technology to become the core of the industry development. In the production of traditional food spiced beef, how to ensure the yield and quality of spiced beef is the focus of the spiced beef market. By adding edible glue can gain weight, thereby improving the yield, but previous studies have shown that carrageenan, seaweed extract and so on seriously affect the sensory quality of marinated beef, especially causing its juice oozing, colloidal attachments oozing and so on. Research content: Through the systematic study of the application of curdlan gel in the processing of brine injection spiced beef, the specific effects of curdlan gel on the water retention and sensory quality of spiced beef were discussed in this study. (1) Sensory optimization injection rolling composite curing process. The experiment was carried out with beef tendinous meat and a series of auxiliary materials, using fine processes and methods, including saline injection, rolling salting, cooking treatment, etc., and then conducting sensory evaluation. (2) Compare the quality difference of curdlan gel 1 and 2. Determination of gel strength and optimization of water retention of stewed beef were carried out. Single factor ANOVA test was used to determine the optimal dosage of curdlan gel. The results showed that the water retention of beef with brine injection could be enhanced significantly when the dosage was 2%, respectively. Under the optimal process conditions, the sensory score of brined beef was 85.4 points. Through this study, important scientific and technological findings were obtained, which did not mean that the higher the concentration of curdlan gel, the better the water retention, on the contrary, the higher the concentration of its water retention would be affected but would decrease. This research not only expands the application range of curdlan gel in the food industry, but also provides new technical solutions and theoretical support for the innovation and development of meat processing technology, and meets the needs of consumers for high-quality meat products.