Increase Customer Engagement Research Articles

POSSIBILITIES AND PROSPECTS OF USING AR AND VR IN THE MARKETING ACTIVITIES OF BUSINESS STRUCTURES

The relevance of the work is due to the fact that in the conditions of digitization of the economy with the help of AR and VR, businesses can create unique offers for each client, increasing the level of satisfaction and loyalty. The use of AR and VR allows not only to increase customer engagement, but also to create a unique user experience that strengthens the brand and increases sales. The purpose of the article is to research the possibilities and prospects of using augmented reality (AR) and virtual reality (VR) technologies in marketing strategies of modern business. The scientific study includes practical examples of the use of AR and VR in real marketing campaigns. The article presents the distinctive characteristics of virtual reality and augmented reality technologies. The article indicates the potential development trends of AR and VR in the field of marketing and their impact on business competitiveness in the digital economy. The challenges that companies face during the implementation of these technologies are identified, namely: technical challenges (High requirements for technical support, Complexity of content development, Difficult integration with other technologies), economic challenges (High cost of implementation, Limited number of users, High costs of maintenance and updating) and social challenges (Barriers in technology adoption, Privacy and data security, Social inequality). Recommendations for overcoming them have been developed. It is noted that in order to overcome these obstacles, it is necessary to improve technical solutions, reduce costs and work on improving the user experience. At the same time, it is important to take into account the confidentiality and availability of technologies for different categories of the population. AR and VR have been found to be successfully used in various fields to enhance user engagement and create new opportunities for brands. The results of the study can help business structures to better navigate the possibilities of AR and VR, facilitating adaptation to new market realities. Prospects for further research include the development of a method for assessing the effectiveness of AR/VR campaigns.

ADOPTION OF MEDIA INNOVATIONS FOR MARKETING COMMUNICATIONS FOR UMKM FOR THE LATEST COLD DRINK IN THE DIGITALIZATION ERA

The implementation of innovation in digital communication media by MSMEs in the cold beverage sector faces several significant challenges, including lack of technical knowledge, limited resources, and limited access to digital training. This study aims to investigate the effect of digital technology adoption on MSME business performance, especially in terms of increasing customer engagement, sales, and expanding market reach. The methodology applied is a qualitative approach through in-depth interviews with MSME owners in the cold beverage industry. The research results revealed that despite the challenges faced, the use of social media can increase interaction with customers, expand market reach beyond local areas, and increase sales by up to 40%. The findings of this study indicate that support in the form of digital training and access to resources is essential to optimize the use of digital media by MSMEs. Implementing the right digital strategy has the potential to strengthen the competitiveness of MSMEs amidst increasingly tight global market competition.

Building Harmony of Music Course Customer Loyalty in Jakarta: The Critical Role of Customer Value, Trust, Satisfaction, and Customer Engagement

The music education industry in Indonesia, especially in Jakarta, is growing rapidly as people's interest in music increases. However, the industry faces challenges in retaining customers and increasing their loyalty. This study aims to identify the factors that affect Customer Loyalty of music course customers in Jakarta, focusing on the influence of customer value, trust, and customer satisfaction on Customer Loyalty, as well as the role of customer engagement as a mediation variable. This study uses a quantitative method with a survey approach. The sample consisted of 95 respondents who were consumers of music courses in Jakarta over 18 years old and had used music course services for at least three months. Data was collected through questionnaires and analyzed using Partial Least Squares (PLS) with SmartPLS software version 3.0. The results of this study are expected to provide insight for music course managers in developing effective marketing strategies to increase customer loyalty. By understanding the factors that affect Customer Loyalty, managers can increase customer value, build trust, and increase customer satisfaction, which will ultimately increase customer engagement and customer loyalty.

EXPRESS: Retailer Differentiation in Social Media: an Investigation of Firm-Generated Content on Twitter

Social media platforms have been used by firms for a variety of purposes - for building firms’ brand image, increasing customer engagement, providing customer service, among others. However, there is very little research on content strategies adopted by traditional rival firms competing on online social media platforms. This paper seeks to fill this gap by examining whether retailers, traditionally identified as close competitors, mirror this rivalry in their social media content strategies on Twitter. To this end, this study introduces a new metric for assessing competition on online social media, based on content similarity. The authors find that retailers competing closely in traditional context show greater divergence in their content strategies on social media, and firms whose social media content strategies are less similar to content strategies of their close traditional rivals benefit from higher engagement and acquire new followers faster. In examining the mechanism of the effect, the authors find that these divergent firms’ improved performance is attributable to their superior ability to leverage the higher-level affordances of Twitter as compared to their rivals. The results of this study offer valuable insights for firms seeking to distinguish their social media content from that of their competitors.

An In-depth Analysis of Consumer Perceived Value and Expansion of Online Retailers in Metropolitan Kampala, Uganda

Purpose: This study aims to conduct an in-depth analysis of how consumer perceptions of value shape purchasing decisions and foster sustained expansion for online retailers in Metropolitan Kampala, Uganda. The study will identify the key theoretical foundations that anchor research on perceived value, provide actionable insights to guide online retailers in developing effective strategies for overall business growth and propose a future research agenda on Perceived Value. Methodology: This review process was organized on the three-stage method: planning, execution, and reporting. In the first stage, the study identified its purpose and selected its main source of data being peer-reviewed journals from EBSCOHost, Econlit, Google Scholar, Web of Knowledge, and Social Sciences Citation Index. During the execution stage, Consumer Perceived Value, Online Retailers, and e-commerce are the identified keywords to facilitate the search for data. Out of 63 publications obtained between 2015 and 2024, only 26 papers were examined after reading the abstracts. The findings were reported using tabulation and narration. Findings: The findings highlight how enhancing perceived value through effective e-marketing strategies, quality service, and personalized experiences can lead to increased customer engagement, retention, and ultimately, the successful adoption of e-commerce technologies. Dive in to discover how businesses can differentiate themselves in a competitive market by focusing on what truly matters to their customers. Technology Acceptance Model (TAM), service quality Theory (S.Q.T), and Unified Theory of Acceptance and Use of Technology (UTAUT) have been identified as the dominant theoretical framework in the study on consumer perceived value (P.V.). Implications: Businesses that effectively enhance perceived value through improved service quality, customer engagement, focus on creating a balanced approach to convenience, privacy, and build and maintain good relationships with customers can differentiate themselves in competitive markets. Exploring the constraints of the reviewed studies offers potential research directions. This study, therefore offers a complete perspective that advances both practice and research.

Meningkatkan Customer Engagement dengan Brand Experience dan Visual Brand Communication

This research aims to determine the analysis of increasing customer engagement with brand experience and visual brand communication (survey of Scarlett Whitening users in Tasikmalaya City, West Java). The method used in this research is causality through a survey approach. With a research sample of 100 Scarlett Whitening users in Tasikmalaya City, West Java. The data used is primary data. The analytical tool used in this research is multiple regression using SPSS 26.0. The research results show that the Brand Experience obtained from the Brand Experience of Scarlett Whitening Users in Tasikmalaya City, West Java has good criteria. Visual Brand Communication at Scarlett Whitening di Kota Tasikmalaya Jawa Barat has good assessment criteria, Customer Engagement for Scarlett Whitening Users in Tasikmalaya City, West Java has good criteria. Together Brand Experience and Visual Brand Communication have a significant influence on Customer Engagement. Partially, Brand Experience has a significant influence on Customer Engagement. Partially, Visual Brand Communication has a positive and significant effect on Customer Engagement.

Innovative Content Production in Marketing Communication Through AI

The integration of artificial intelligence (AI) into marketing communications has changed the way businesses communicate with their customers. The present paper explores the potential of AI-driven systems to automate content creation, highlighting the role of AI in increasing customer engagement and strategic decision making. AI offers significant benefits by leveraging customer data to predict their behaviour, optimize marketing strategies, and personalize content. By systematically creating and evaluating content, AI enables marketers to customize messages to specific audiences, increasing the effectiveness of campaigns. The research employs a mixed methods approach that combines qualitative and quantitative analyses to assess the potential use of AI in content marketing. The qualitative aspect involves a thorough review of existing literature, identifying key trends and relationships in the use of AI for marketing communications. On the other hand, the quantitative aspect of the study involves a process of experimental validation using Python and APIs such as OpenAI and Graph APIs to automate content creation and measure its effectiveness. The findings confirm that AI can be utilized to personalize content using the input data in the form of brand-voice, target group, and the evaluation of current communication. The iterative process allows for continuous improvement of quality and relevance of content, which is important in the dynamic environment of marketing communications. The study highlights the importance of accurately defining the target audience and brand-voice, as the effectiveness of AI depends heavily on the accuracy of the input data. However, the study also acknowledges limitations such as the potential inconsistency of the content generated through AI and the challenges associated with maintaining a coherent brand-voice. Future research should focus on developing advanced machine learning methods to better understand context and improve the alignment of content with brand values and customer expectations. In conclusion, the integration of AI into marketing communications offers a powerful tool for businesses to optimize content creation, increase customer engagement, and achieve strategic goals in an increasingly competitive digital environment. AI's ability to create, evaluate and refine content in real-time provides a significant advantage and ensures that marketing communications remain adaptive and effective.

Impact of Digital Evolution on Customer Relationship Strategies in the Banking Sector

Digital evolution in the banking sector refers to the integration and development of digital innovations, such as internet banking, mobile applications, AI, and data analytics in banking operations and customer service measures. The research examines the influence of digital development on customer interaction strategies in the banking sector. As banks increasingly adopt digital tools to meet customer expectations for convenience and personalized services, the dynamics of customer relationships are changing. The study purpose is to understand how digital transformation influences customer engagement, satisfaction, loyalty and challenges banks face in maintaining personalized interactions in a digital environment. The study looks into a number of factors, including digital engagement, customer satisfaction, service personalization, customer loyalty, service accessibility, trust and security. The study involves 600 banking customers filling out a questionnaire after being informed about the purpose of the survey. SPSS was employed to conduct various statistics tests such as, pearson correlation, chi square, and t-test the obtain data and variables. The result indicates a positive correlation between the adoption of digital banking solutions and increased customer engagement. Research results underscore the importance of continued investment in a digital technologies to maintain a competitive edge in the banking industry. Banks that effectively integrate digital tools into their customer relationship management practices are better positioned to evolving requirement of customers, leading to improved satisfaction and loyalty.

Gen Z's Path to Brand Loyalty in Photo Studios: The Influence of Brand Experience, Community, and Engagement

The photography industry, particularly photo studios, is undergoing a significant transformation due to the development of digital technology and social media. Generation Z, as a digital generation, interacts with photography in unique ways, making brand community, brand experience and customer engagement increasingly relevant for building strong relationships with photo studios. This study aims to determine and analyze Generation Z's loyalty to photo studios, focusing on the mediating role of customer participation behavior and customer citizenship behavior. This study uses a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the relationship between latent variables. Data was collected through questionnaires distributed to Generation Z consumers in Indonesia. The findings show that brand experience and customer engagement significantly increase customer participation and citizenship behavior, which in turn strengthen customer loyalty. However, brand community does not directly influence citizenship behavior or customer loyalty, highlighting the need for a comprehensive approach in building customer loyalty. These results have important implications for photo studios, indicating that creating positive brand experiences and increasing customer engagement are critical to fostering customer loyalty, especially among Generation Z. Photo studios should focus on improving these areas to build a stronger and more loyal customer base.

Peran Media Sosial Instagram @Plnup3surabayaselatan sebagai Media Promosi Produk dan Edukasi Kelistrikan dalam Menarik Minat Beli Pelanggan PT PLN (PERSERO) UP3 Surabaya Selatan

The use of social media as a promotional and educational tools is increasingly important in company marketing strategies in the current digital era. This research examines the role of social media Instagram account @plnup3surabayaselatan in supporting product promotion and electrical education to attract buying interest from PT customers. PLN (Persero) UP3 South Surabaya. This research method uses a qualitative approach with data collection techniques through observation and interviews with customers and employees of PLN UP3 South Surabaya as well as content analysis of related posts. Research findings show that Instagram account @plnup3surabayaselatan is less effective in increasing customer awareness about electrical products and services offered by PT PLN (Persero) UP3 South Surabaya. Apart from that, the educational content presented is also less prominent so that the efficient and safe use of electrical energy is not yet fully understood by customers and the wider community. The results of this research provide important insights for companies in designing marketing strategies via social media to increase customer engagement and expand market share in today's digital era.

A Study on the Role of Digital Transformation in Enhancing Bank Performance

This study investigates the role of digital transformation in enhancing the performance of banks, focusing on how technological advancements have reshaped the banking sector. The research explores various dimensions of digital transformation, including the adoption of digital banking platforms, artificial intelligence (AI), blockchain technology, and big data analytics. By analyzing secondary data from financial reports, industry studies, and case studies of banks that have undergone digital transformation, the study aims to assess the impact of these technologies on operational efficiency, customer experience, and financial performance. Key performance indicators such as cost- to-income ratios, transaction processing times, customer satisfaction levels, and risk management effectiveness are evaluated to understand the overall benefits of digital transformation. The findings reveal that digital transformation significantly enhances bank performance by improving operational efficiency, increasing customer engagement, and driving revenue growth. Specifically, the adoption of digital platforms has streamlined processes, reduced costs, and improved the accuracy of transactions. AI and machine learning have enabled more personalized customer service and effective risk management, while blockchain technology has enhanced transaction security and transparency. The research concludes with recommendations for banks to optimize their digital strategies and overcome these challenges, and suggests areas for further research to explore emerging trends and technologies in the banking sector. Keywords: Digital Transformation, Bank Performance, Financial Technology (Fintech) Artificial Intelligence (AI), Financial Performance Metrics, Technology Adoption

Design and evaluation of a blockchain‐based system for increasing customer engagement in circular economy

AbstractThe purpose of this study is to design, develop and evaluate a blockchain platform in the field of circular economy (CE). To achieve this aim, the research demonstrates the feasibility of designing a decentralised architecture and prototyping a distributed system to increase customer engagement in the transition toward CE. Building on previous research and leveraging on the design science research approach, the paper identifies the technical and managerial issues that must be addressed to adopt blockchain as an enabling technology in the CE domain. More in details, starting with the identification of circular sharing economy (CSE) processes, a conceptual framework was designed to evaluate how blockchain implementation has the potential to enhance the role of customers involved in CSE processes. As for the practical implications, the suggested conceptual framework reduces the knowledge gap between blockchain developers and corporate social responsibility specialists. To bridge the gap, it identifies future directions and practical guidelines for designing and implementing blockchain to support the digital and sustainable innovation of more circular firms and supply chains.

DIGITAL ERA BUSINESS COMMUNICATION: HOW SKINCARE BRAND AMBASSADORS BOOST CUSTOMER ENGAGEMENT

Objective – The purpose of this study is to determine the effectiveness of Jeon Somi in enhancing customer engagement on social media and how it impacts customer loyalty. Design/Methodology/Approach – This research was conducted using a descriptive qualitative method with a literature review approach. Data were collected through observation of Jeon Somi's activities on social media, online data searches, and literature studies. Findings – The results show that Jeon Somi successfully increased customer engagement through campaigns such as the #SnailDanceChallenge on TikTok, which garnered over 5.3 million views and an engagement rate of 7.3%. Additionally, Jeon Somi's Instagram account generated more than 150 thousand likes and positive comments, further enhancing customer engagement. Conclusion and Implications – This study highlights the importance of using influencers in digital marketing strategies and how public figures like Jeon Somi can boost customer engagement, loyalty, and brand image.

Enhancing customer engagement behaviors via customer-to-customer interactions and identification

Purpose The e-services market is expected to reach nearly $500bn globally by 2028. As this marketplace grows, customer-to-customer interactions (CCIs) occurring through virtual channels will likely increase. Consequently, the purpose of this research is to examine how the context in which CCI’s occur (i.e. virtual vs in-person) and the frequency of their occurrence affects customer identification, leading to increased customer engagement and more favorable purchase behaviors. Design/methodology/approach Two studies were conducted to test the proposed models and hypotheses. The sample for Study 1 is comprised of college students taking in-person or online classes (n = 290). In Study 2, members of an online brand community (n = 125) were surveyed. Hypotheses were tested using structural equation modeling (SEM). Findings Overall, results support a mediation effect such that CCI context (virtual vs in-person) affects customer engagement and purchase behaviors via customer identification. Specifically, Study 1 finds that customer engagement behaviors (CEBs) are greater for in-person CCIs due to the frequency of interactions and heightened identification between customers. Study 2 further examines the CCI frequency-identification link and finds that customer-firm identification is the only form of identification that affects CEBs and purchase behaviors. Originality/value Limited customer engagement research has examined the effects of CCIs on CEBs, and research has rarely compared in-person to virtual CCI contexts. This paper addresses these shortcomings by testing the effects of in-person and virtual CCIs on CCI frequency, identification and CEBs. This research fills another important gap in the literature by considering the unique effects of specific dimensions of customer identification on CEBs and purchase behaviors.

Improving Customer Engagement of Food and Beverage Small and Medium Enterprises (MSMEs) Through E-Commerce and Content Marketing Training

Over the past five years, the rapid growth of MSMEs in Indonesia has also resulted in many MSMEs going bankrupt. However, this rapid growth of MSMEs is also accompanied by many MSMEs going bankrupt due to mismanagement and low competitiveness caused by the lack of adaptability to business digitalization through e-commerce and product promotion strategies through digital media. Similar problems are also experienced by Food and Beverage MSMEs in Ketintang Village, Surabaya. This drives the importance of increasing competitiveness with more effective business management and digital marketing strategies through community service programs in this area. This community service-based research consists of online store design training activities in e-commerce marketplaces and content marketing with outputs in the form of scientific publications in indexed international journals, publications in the mass media, increasing community understanding and skills, and YouTube videos aimed at improving customer engagement in e-commerce marketplaces. Using the experimental method, this study concluded that SMEs showed a positive perception of the importance of e-commerce in increasing market reach and sales and insight into digital marketing in compiling content marketing that can increase customer engagement for food and beverage products.

Driving Business Growth through Data Decision Making: The Role of Marketing Automation

The business landscape has transformed significantly with the abundance of information and rapid technological advances, creating numerous opportunities for data-driven decision-making to foster company growth. This research evaluates the impact of marketing automation systems on marketing communication channels using a quantitative analysis approach with data from organizations that have implemented these systems. Marketing automation has become essential for businesses, automating repetitive tasks such as email marketing and customer segmentation. This software personalizes messages for different segments, increasing customer engagement, adoption rates, and accelerating company growth while enhancing profit margins. This research contributes new knowledge by demonstrating the positive effects of marketing automation on organizational growth rates. It shows that companies adopting automated platforms see dramatic efficiency increases. Businesses using these platforms for data-driven decision-making experience higher effectiveness rates and attract more customers, improving overall performance. The study also addresses potential challenges during implementation, such as integrating data management systems and customizing processes for organizational readiness. Examining how marketing automation supports business growth, the insights gained are relevant for both academia and practitioners. This research highlights the importance of information-based marketing strategies and the potential of marketing automation to foster sustainable business growth. The findings provide practical guidance for optimizing marketing activities to achieve a competitive edge through appropriate marketing automation systems.

CUSTOMER SEGMENTATION USING MACHINE LEARNING

Businesses need to identify and segment their consumer base in order to effectively customize their strategies and improve customer satisfaction in the highly competitive market landscape of today. The goal of this study is to employ machine learning techniques to create a strong consumer segmentation model that will classify customers according to their demographics, behaviors, and purchase histories. Through the use of multiple clustering methods, including K-means, DBSCAN, and Hierarchical Clustering, the model seeks to find unique customer segments with shared attributes. To accomplish optimal segmentation, the segmentation process entails three steps: feature selection to identify the most significant features, model training, and data preprocessing to manage missing values and outliers. In-depth segment analysis is also included in the report to offer practical insights for better client retention tactics, tailored recommendations, and focused marketing efforts. The results of the study illustrate how machine learning may be used to find hidden patterns in consumer data, giving organizations the ability to make data- driven decisions. Organizations may improve their marketing efforts, allocate resources more efficiently, and eventually increase customer engagement and profitability by putting this customer segmentation strategy into practice. Key Words: K-Means Clustering, Hierarchical Clustering, Density-Based Spatial Clustering of Applications with Noise (DBSCAN), Cluster Plotting, Heatmaps, customer relationship management (CRM) system.

Content Marketing Optimization to Increase Consumer Engagement at Brand Necerel on Instagram platform

Content Marketing Optimization to Increase Consumer Engagement at Brand Necerel on Instagram Platform. Introduction, Marketing 4.0 provides an important role for marketers to guide the customer journey from the initial stage to the final stage. Content Marketing is a marketing strategy that ensures definite identification with strong analysis to attract the attention of potential customers distributed through digital media. The main purpose of implementing content marketing is to increase customer engagement. Methods: MBKM Independent Internship activities for students of the National Development University “Veteran” East Java at Qurota Academy as Digital Marketers at @Necerel.id began on February 19 - June 19, 2024. Internship activities are carried out face-to-face (Offline) at the Office located at Jalan Selat Karimata Block E3/1, Sawojajar, District. Kedungkandang, Malang City, East Java, 65139. The results of this study help optimize Content Marketing to Increase Consumer Engagement in the Brand Necerel on the Instagram platform.

Marketing Strategy and Business Performance in Facing Competition in the Fitness Services Business

The main aim of this research is to analyze how marketing strategies influence customer satisfaction, loyalty and business growth as well as business performance in facing competition in the fitness services business at the Bagas Fitness Center which is located in Rejosari Hamlet, Tinggar Village, Bandar Kedungmulyo District, Jombang Regency. Qualitative research method with a phenomenological approach, data collection techniques include in-depth interviews with fitness owners and parties involved in managing the Bagas Fitness Center business, documentation and direct observation of interactions with customers and analysis of internal documents related to marketing strategies. This research model uses a simple design. with Triangulation Theory. The data analysis technique used is the Manual Data Analysis Procedure (MDAP). The research method used is a qualitative case study, with data collection carried out through in-depth interviews with Bagas Fitness Center management and staff, as well as content analysis of the social media platforms used. Relevant findings related to marketing strategy and business performance. The research results show that Customers Orientation as a promotional tool is able to increase the visibility of Bagas Fitness Center, increase customer engagement, and strengthen their brand image in the local market. Deep understanding of customer needs, preferences and behavior as the main basis for designing products, services and marketing strategies. By being customer-oriented, companies are not only able to increase customer satisfaction and maintain a strong customer base, but can also create significant competitive differentiation in the market.

Online Marketing Strategy for Fashion Products: A Case Study on Matahari Company

The marketing communication strategy of Toska Fashion is designed to increase customer engagement through the company website. In the current business environment, competition is intensifying, with companies facing increasing pressure to refine their communication strategies and highlight the advantages of their products. Matahari, a retailer offering both local and international clothing, has encountered challenges in online marketing. This presents an opportunity to examine the effectiveness of the marketing communication strategy, particularly in the context of websites integrated with social media platforms such as Instagram. The objective of these methods is to enhance customer engagement with Matahari Fashion products. The process of building customer engagement is comprised of several key elements, including the utilization of advertisements, the integration of shopping features on social media, the implementation of campaigns with prizes, the monitoring of after-sales interactions, and the engagement with social media features. These elements are expected to contribute to an increase in Matahari's customer engagement, which in turn should result in an uptick in the number of sales transactions.