Internet Marketing Communication Research Articles

ВПЛИВ ІНТЕРНЕТ-ТЕХНОЛОГІЙ НА МАРКЕТИНГОВІ КОМУНІКАЦІЇ ПІДПРИЄМСТВ

Modern entrepreneurship cannot be imagined without the use of Internet technologies in marketing communications. This study is devoted to analyzing the impact of these technologies on the strategies, tools and effectiveness of marketing of enterprises. With the rapid development of the Internet and the widespread use of digital devices, the way companies interact with consumers has fundamentally changed. The purpose of this study is to identify and analyze the key effects of Internet technologies on marketing communications in enterprises. The study examines various aspects, including the advantages of Internet technologies in marketing communications. Additionally, the article can analyze potential challenges and limitations of use Internet technologies in marketing, such as privacy issues data, oversaturation of advertising and instability of virtual platforms. This will help readers get more a complete view of a wide spectrum opportunities and challenges associated with the use of Internet technologies in marketing communications. The expected results of this study will substantiate the growing importance of Internet technologies in marketing communications and will provide practical recommendations for enterprises on the effective use of these technologies. Analyzing current trends, it can be expected that Internet technologies allow businesses to attract more target audiences, communicate with them in real time and maintain constant interaction. It may be achieved through use social media, email, websites, blogs and other communication tools. Further use of Internet technologies in marketing communications can lead to increased competitiveness of enterprises, improved interaction with consumers, increased sales and improved overall brand image. In addition, the study highlights the importance of integration and synergy between traditional and Internet marketing communication channels. This highlights the need for connected and consistent messaging across platforms to maintain brand identity and engage customers. The research will contribute to the understanding and identification of the most effective strategies of use Internet technologies in marketing communications and providing recommendations for the practical application of this knowledge in the field of business.

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Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment. Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to improve the positioning of the enterprise's brand and increase its penetration into the market of goods. Design/methodology/approach: The method of induction and deduction was used to identify the key prospects for the development of communication strategies for Internet marketing of trade enterprises. Findings: An important research direction is the analysis of the process of formation and organization of the Internet marketing communication strategy based on the practice of using management decisions. The results of the study reveal the achievements of trade enterprises in implementing an advertising campaign, improving the quality of the communication strategy, and the key structural elements necessary for its effective implementation. Research, Practical & Social implications: Due attention is paid to the process of developing a communication strategy through various means of Internet marketing and their use in the digital environment. The article examines the communication strategy and its features in sales policy, advertising campaigns, and brand management as key areas of its manifestation. The use of a communication strategy and its implementation in modern prospects is of strategic importance for a commercial enterprise to ensure its long-term viability. Originality/value: The obtained results of the study may be useful for trade enterprises in organizing and planning their communication strategy for Internet marketing.

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Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment. Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to improve the positioning of the enterprise's brand and increase its penetration into the market of goods. Design/methodology/approach: The method of induction and deduction was used to identify the key prospects for the development of communication strategies for Internet marketing of trade enterprises. Findings: An important research direction is the analysis of the process of formation and organization of the Internet marketing communication strategy based on the practice of using management decisions. The results of the study reveal the achievements of trade enterprises in implementing an advertising campaign, improving the quality of the communication strategy, and the key structural elements necessary for its effective implementation. Research, Practical & Social implications: Due attention is paid to the process of developing a communication strategy through various means of Internet marketing and their use in the digital environment. The article examines the communication strategy and its features in sales policy, advertising campaigns, and brand management as key areas of its manifestation. The use of a communication strategy and its implementation in modern prospects is of strategic importance for a commercial enterprise to ensure its long-term viability. Originality/value: The obtained results of the study may be useful for trade enterprises in organizing and planning their communication strategy for Internet marketing.

Models for Supporting Agribusiness in the Face of Food Security Threats

Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment.
 
 Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to improve the positioning of the enterprise's brand and increase its penetration into the market of goods.
 
 Design/methodology/approach: The method of induction and deduction was used to identify the key prospects for the development of communication strategies for Internet marketing of trade enterprises.
 
 Findings: An important research direction is the analysis of the process of formation and organization of the Internet marketing communication strategy based on the practice of using management decisions. The results of the study reveal the achievements of trade enterprises in implementing an advertising campaign, improving the quality of the communication strategy, and the key structural elements necessary for its effective implementation.
 
 Research, Practical & Social implications: Due attention is paid to the process of developing a communication strategy through various means of Internet marketing and their use in the digital environment. The article examines the communication strategy and its features in sales policy, advertising campaigns, and brand management as key areas of its manifestation. The use of a communication strategy and its implementation in modern prospects is of strategic importance for a commercial enterprise to ensure its long-term viability.
 
 Originality/value: The obtained results of the study may be useful for trade enterprises in organizing and planning their communication strategy for Internet marketing.

Communication Strategies of Internet Marketing of Trading Enterprises

Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment.
 
 Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to improve the positioning of the enterprise's brand and increase its penetration into the market of goods.
 
 Design/methodology/approach: The method of induction and deduction was used to identify the key prospects for the development of communication strategies for Internet marketing of trade enterprises.
 
 Findings: An important research direction is the analysis of the process of formation and organization of the Internet marketing communication strategy based on the practice of using management decisions. The results of the study reveal the achievements of trade enterprises in implementing an advertising campaign, improving the quality of the communication strategy, and the key structural elements necessary for its effective implementation.
 
 Research, Practical & Social implications: Due attention is paid to the process of developing a communication strategy through various means of Internet marketing and their use in the digital environment. The article examines the communication strategy and its features in sales policy, advertising campaigns, and brand management as key areas of its manifestation. The use of a communication strategy and its implementation in modern prospects is of strategic importance for a commercial enterprise to ensure its long-term viability.
 
 Originality/value: The obtained results of the study may be useful for trade enterprises in organizing and planning their communication strategy for Internet marketing.

Willingness to Pay Analysis, Ideal Price and Determinants of Visitor Entrance Ticket Prices in Tangkahan Nature Tourism Area, Gunung Leuser National Park

Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment. Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to improve the positioning of the enterprise's brand and increase its penetration into the market of goods. Design/methodology/approach: The method of induction and deduction was used to identify the key prospects for the development of communication strategies for Internet marketing of trade enterprises. Findings: An important research direction is the analysis of the process of formation and organization of the Internet marketing communication strategy based on the practice of using management decisions. The results of the study reveal the achievements of trade enterprises in implementing an advertising campaign, improving the quality of the communication strategy, and the key structural elements necessary for its effective implementation. Research, Practical & Social implications: Due attention is paid to the process of developing a communication strategy through various means of Internet marketing and their use in the digital environment. The article examines the communication strategy and its features in sales policy, advertising campaigns, and brand management as key areas of its manifestation. The use of a communication strategy and its implementation in modern prospects is of strategic importance for a commercial enterprise to ensure its long-term viability. Originality/value: The obtained results of the study may be useful for trade enterprises in organizing and planning their communication strategy for Internet marketing.

Совершенствование имиджа органов местного самоуправления на основе анализа используемых инструментов маркетинговых коммуникаций в среде Интернет на примере муниципального образования г. Кемерово

Different communication channels used by the state have their own weaknesses and strengths. In order to identify specific problems in communication with citizens and to improve the image of local self-government, it is necessary to study the opinion of citizens in detail. The subject of the article is the image of local self-government bodies. The purpose is to analyze the image of the Kemerovo City local government, identify relevant problems, and develop measures to improve it. The study analyzes the official websites and social networks of the heads and administrative bodies of the Kemerovo City as well as citizens’ perception of their image. The authors use the survey method to assess the image of the city and study the tonality of its mentions in media and comments in unofficial communities of the region. The problems that negatively impact the effort to improve the image of municipal administrations were identified. In general, the perception of the municipality administration is neutral, but when a particular topic is relevant to a user, they might become more demanding and information-negative towards the administration. It was revealed that residents lack information campaigns and feedback on a number of issues.

Priorities for the development of hospitality industry in Ukraine: case of hotel and restaurant business

The purpose of the article is to carry out the analysis of the main statistical characteristics of the functioning and development of temporary accommodation and catering in Ukraine, to generalize problematic aspects, as well as to substantiate the priority directions and tools for the development of this type of economic activity. During the study, the methods of quantitative and qualitative comparison, statistical analysis, and system-structural analysis were used. The results of the analysis of statistical data regarding the functioning and development of the subjects of the hotel and restaurant business in Ukraine, namely, the main indicators of the activity of the subjects in this sector of Ukraine’s economy in 2016-2021, partial indicators of the development of the hotel and restaurant business in Ukraine in 2016-2021, capital investments, financial results, and profitability of enterprises in this industry in Ukraine in 2016-2021 were represented. On this basis, the positive and negative characteristics of the trends in the functioning and development of the hotel and restaurant business in Ukraine are summarized. The priority vectors, directions, and tools for ensuring the development and efficiency of the activities of the subjects in the hospitality industry are justified considering the enterprises of the hotel and restaurant business in Ukraine. The scientific novelty of the obtained results lies in the further development of the scientific toolkit for identifying priorities and means of state policy of industry development. The practical significance of the obtained results is the formation of proposals for authorities to stimulate the development of the hospitality industry in Ukraine. In particular, the following should be the strategic priorities (directions of growth) of state policy in this area: (1) realization of the innovative potential of hospitality industry entities; (2) implementation of marketing innovations, development of Internet marketing and digital communications; (3) innovative technological modernization, implementation of smart technologies; (4) activation of cooperation and business integration processes; (5) implementation of spatial and network development strategies and programs. Keywords: hospitality industry, hotel and restaurant business, accommodation and catering services, tourism, development priorities and means, systemic development

USE OF INTERNET MARKETING FOR ACTIVATION OF ENTREPRENEURIAL ACTIVITY

The article analyzes the essence of such important categories as Internet marketing and online communication. Factors, both external and internal, have been identified that have a large impact on these categories. The conditions of the modern market and the situation caused by the COVID-19 pandemic were considered. The development of information technology provides an opportunity to create a virtual environment that has its own characteristics: it is dynamic business and the lack of territorial boundaries. These features of cyberspace enable enterprises to work and make a profit despite the COVID-19 pandemic and quarantine restrictions, transform and dynamically develop modern business processes, provide additional opportunities for their optimization and efficiency of the enterprise, create conditions for "flow" part business, and sometimes in general in a virtual environment, which will have a positive impact on business. The purpose of the study is to identify how the COVID-19 pandemic and quarantine restrictions affected the volume of services provided, etc .; what measures have been taken to increase profits in business. In the Internet environment today there is a huge number of potential customers in different market segments. The cost of communication with the audience in this environment is much lower, which is important in the current situation, with limited funds for businesses. Internet technologies give us the opportunity to work quickly with customers, providing their support. The efficiency of such work is increased due to fast communication with the client. The Internet offers flexible management of advertising communications. Thus even rather modest advertising budget guarantees the maximum return. For the current economic situation, Internet marketing is almost a panacea for advertising. And this applies to a variety of different areas of business. It is concluded, despite all the difficulties, more and more companies include Internet marketing in the list of tools used in the market. At the same time, an increasing number of companies use the Internet at all stages of their business activities. For many companies, the question is no longer whether to use the Internet, but what budget to allocate and how to allocate it.

Development of integrated marketing Internet communications in the activity of Ukrainian banks

In modern conditions the Internet is developing rapidly. Marketing communications on the Internet is one of the main elements of Internet marketing of banking institutions and an important element in establishing relationships with target audiences and managing them, informing customers, improving the image of the bank. It is determined that the Internet today covers the information, communication and logistics areas of marketing communications of banks. The paper identifies the areas of integrated marketing Internet-communications in the activities of banks and their main elements to present their characteristic. At the present stage of development of Internet-communications in activities banking, it is advisable for banking institutions to use advertising, digital and creative strategies. It was found that the current trends in the development of marketing communications on the Internet also indicate the growth of Internet-communications in social networks as an important mechanism for interesting the bank customers and forming interaction with them and the development by the bank of its website, its attractive design, updating information on it. The results of the study showed that the largest share of Internet users in Ukraine uses mobile phones or smartphones, the number of which is growing, which expands the capabilities of banks in the field of Internet-communications. It was established that the most active banks in the media space are banks with state share: JSC CB «PrivatBank», JSC «Oschadbank», JSC «Ukreximbank» and banks of foreign banking groups such as JSC «Raiffeisen Bank Aval», JSC «OTP BANK», JSC «ALFA-BANK». JSC «FUIB» is among the banks with private capital. At the same time, the largest media activity of banks in 2019 was observed in banks of foreign banking groups, and in 2019, 2021 by the number of messages in state-owned banks. The analysis of the collected marketing information showed that the largest number of messages from the leading banks of Ukraine by categories of media was observed in the Internet media, as the Internet is a convenient, cheap and effective communication channel in all areas activities. The expediency of using the Internet to promote banking products is also due to the fact that recently the effectiveness of traditional channels for disseminating information about banks and their products has decreased. Key words: integrated Internet-marketing communications, banks, Internet marketing, mediaactivity of banks, means of information dissemination

The utilization of Internet marketing communication tools by higher education institutions (on the example of Poland and Ukraine)

PurposeThe purpose of this study is to compare and contrast Internet marketing communication tools used to accomplish key marketing goals between European Union higher education institutions (HEIs) and non-EU HEIs, such as in the case of Poland and Ukraine.Design/methodology/approachIn the article, the authors used the literature review method to justify the importance of implementing HEI marketing strategy based on marketing communications with Internet users, and thus to justify the relevance of the chosen research topic. Based on the literature review, the authors identified the goals of HEI advertising campaigns on the Internet (branding, recruitment of students, site traffic increase and subscription of Internet users to the university newsletter) and substantiated the analytical study of the two countries. The survey conducted by the authors allowed them to form their conclusions, the validity of which is based on the interpretation of the indicators calculated in the analytical section.FindingsThe hypothesis that the focus of HEI Internet marketing communications, recruitment of students, is universal regardless of the country of origin is proven. There is also no significant differences in Internet marketing communication tool use that is “simpler” and cheaper. University marketing managers widely use Internet advertising tools, but they have difficulty implementing public relations and sales promotion tools. Internet marketing communication is an important component of HEIs' marketing strategies, thus, comparing EU and non-EU HEIs informs future strategies.Practical implicationsThe results of this research are of interest to HEIs that seek to improve the adaptation of their marketing communication strategy to meet the conditions of digitalisation and to strengthen their competitive foothold within the market. Also, the findings can help HEI marketing staff members to improve marketing communication tools used to build and maintain relationships with their online customers.Originality/valueThis study highlights the similarities and differences in approach to Internet marketing communications among EU (Poland) and non-EU HEIs (Ukraine). In conducting a thorough review of research, as well as a survey of 185 HEI marketing staff members, the paper offers insight into the approach HEIs of varying cultural backgrounds take to Internet marketing communications and online recruitment.

Environmental Packaging In Trade Logistics And Innovative Entrepreneurship Based On Internet Marketing Online Research And Communications

In the paper the eco-trends in packaging and the Ukrainian market of organic products are analyzed. A scientific and practical approach to the development of environmental packaging in Supply Chain Management is formed, the approach is based on the results of the Internet marketing online research. It takes into account the evaluation of consumers’ (marking, ergonomics and convenience, aesthetic, reliability and durability, communication), manufacturers’ (economic, transportation and storage, environmental); intermediaries’ (transportation and warehousing, marking, ergonomics and convenience) perspectives, considering the principles of eco-oriented logistic management in trade and innovative entrepreneurship.

УПРАВЛІННЯ ІНТЕРНЕТ-МАРКЕТИНГОВИМИ КОМУНІКАЦІЙНИМИ СТРАТЕГІЯМИ ВИСОКОТЕХНОЛОГІЧНИХ ПІДПРИЄМСТВ І СТАРТАП-ПРОЕКТІВ

This article contains development of effective Internet-marketing communicational strategy on a high-tech company in the time of digital interaction in the plane of the marketing environment. Theoretical and methodological provisions for managing Internet-marketing communication strategies of high-tech companies and startup projects have been expanded. It is established that the separation of the target audience and its specific sectors allows company to increase the degree of targeting of marketing communication strategies. This mediates the formation of marketing and communication effectiveness of such strategies in the digital environment. It is determined that advertising strategy is a more creative complex, consisting of a unique offer and transmitted to consumers through the advertising. This article contains the application of the method of forming the budget of marketing communications based on the goals and objectives of the incentive complex. In this case, goals, tasks are determined, necessary costs are calculated. The role of strategic and tactical marketing communications in partnerships is very important because that it contains a system of elements, innovative interaction tools. The Pertinence Coefficient is calculated as an assessment of the choice of marketing communications correctness. An analysis of the “MORE PYVA” company partnership with suppliers and customers was conducted. It is noted that the observed company uses one of the competitive strategies identified as the Strategy of the Leader according to P. Kotler. The company also applies a defense strategy, called “Market Share Protection”. The marketing communication strategy of the company is defined as Strategy of “Pushing”. The matrix of strategic balance (SWOT) of the enterprise was formed. It was found that the analysis and definition of the target audience is important in creating a digital strategy. There is a need to explore the values and social status of consumers and the channels through which it is possible to interact. The “MORE PYVA” chain emphasizes youth meetings, company vacations and fun rest in general. Therefore, company’s Instagram account filled by bright photos and videos of vacation with friends, in nature or at home.

Small and Medium-Scale Agro-Produce Entrepreneurship and Promotion of Non-Oil Exports from Nigeria

The study undertook a critical appraisal of marketing communications’ tools for the promotion of non-oil exports by small and medium-scale agro-produce entrepreneurs in Nigeria. It was motivated by the problem of low performance of the non-oil export sub-sector in the country. This is in spite of government’s incentives and the introduction of African Growth and Opportunity Act (AGOA) in May 2000 by the United States of America, which was to improve export of products particularly in agriculture from Sub-Saharan Africa to the United States. The focus of AGOA was to enhance the economic growth of countries in Sub-Saharan Africa through export leverages rooted in the reduction of tariffs and non-tariff barriers. The specific objectives of the study were to: determine the effect of internet-marketing communications media as tools for promoting small and medium-scale farming entrepreneurs’ non-oil exports from Nigeria; and ascertain the effect of social-media communications as tools for promoting small and medium-scale farming entrepreneurs’ non-oil exports from Nigeria. Survey research design was adopted in the study. The sample frame comprised small and medium-scale agro-produce farmers drawn from three States representing the three-former regional structure of the country. Data sourced were statistically analyzed. Results indicate that both internet marketing and social media communications were not yet significant for promoting non-oil exports by small and medium-scale farming entrepreneurs from Nigeria, because of other serious diluting variables like poor products’ quality, packaging, processing, storage and other systemic bottlenecks. It was then recommended that the Governments in sub-Saharan Africa, particularly Nigeria, should introduce and educate small and medium-scale agro-produce entrepreneurs wishing to go into non-oil exports, among other things, to improve their products’ qualities to meet international markets’ standards, before employing internet and social media marketing communications to create global awareness and demands for them.

METHODS OF ASSESSING THE EFFICIENCY OF INTERNET MARKETING COMMUNICATIONS

The purpose of the study is to systematize the methodological foundations for evaluating the effectiveness of marketing communications on the Internet. In the literature, there are often limited definitions of interactivity, which do not reveal the essence and do not allow fully realizing the marketing opportunities associated with its phenomena. Today, interactive video, gaming technologies, which are increasingly used in the creation of advertising and communication materials, provide unprecedented opportunities for users to create and flexibly change their own scenarios for the development of events, to guide the history of the video and its heroes, which, among other things, makes it possible to make the presentation object not only goods or services but also the practice of behaviour in different situations of their purchase and consumption. In Internet marketing communications, preconditions for estimating the time budget, general stay in the network, implementation of specific behavioural scenarios of the full-fledged functioning of the user as a representative of the target audience, including through various devices and due to multimedia character, are formed. Optimization of Internet communications of enterprises is carried out on the basis of cyclic interactive communication and timely adjustments of parameters of the received traffic from automated services such as Google analytics, Yandex Metrica, CoMagic, and others. An audience behaviour analysis becomes possible by the use of cookie data. This fragment of data stored on Internet users’ computers reveals the broad opportunities for enterprises to target their advertising, identifying the target audience, for example, by geographic location of users, tracking their interests, counting impressions and passing through banners. Due to the high level of inherent interactivity, simplification of activity realization, and its coordination in a virtual environment, with real results, the development of marketing communications on the Internet contributes to the transition from the integrated application of specialized tools and technologies to their genuine integration. These new opportunities, subject to their implementation, will update one more aspect – the achievement of the effectiveness of Internet communications in marketing. Attempts and methodical options for the formation of a holistic set of marketing communications, with their declared effectiveness, have become widespread. The author proposes a more adaptive system for evaluating the effectiveness of marketing communications, where a balanced system of indicators and stages of work are complemented by the classical algorithms that create the necessary preconditions for preventing or neutralizing the identified problems in the organization of Internet marketing communications. The effectiveness of the CPM model depends entirely on the derivative results of user behaviour (review of site materials, ordering and purchasing goods). Therefore, depending on the goals of the campaign, that is, expanding the target audience or promoting sales, the result may be more predictable. The success of online platforms is based on the consistent development of activities, which is harmonized by three benchmarks: differentiation, effectiveness, efficiency. If earlier, marketing monitoring of the audience and behaviour of Internet users was mainly based on the features of its persons or contingents, and the information context, today it needs to be integrated (contextual targeting, retargeting, and other tools).

Decision tree modelling of e-consumers’ preferences for internet marketing communication tools during browsing

The rapid development of information communication technologies (ICT) has expanded the possibilities for marketing communication. In order to increase business competitiveness and carry out effective marketing activities, it has therefore become important to acquire knowledge about e-consumers and to identify significant elements that shape their virtual behaviour and influence their decision to buy. An analysis of scientific literature revealed that there is a gap in knowledge with regards to the e-consumer behaviour of different generations, as customer segments, and their preferences in the purchase phase. The purchase phase is characterised by different internet marketing communication elements, which influence the performance of browsing and searching tasks. The goal of the research presented in this article was to determine the most significant internet marketing communication elements during the purchase phase of the e-consumer journey by performing a browsing task and using the mathematical decision tree approach.

ANALISIS AISAS (ATTENTION, INTEREST, SEARCH, ACTION, SHARE) PADA PENGUNJUNG THE LODGE MARIBAYA LEMBANG

The attractions in West Bandung district these days are in great demand by the tourists, one of them being The Lodge Maribaya. The Lodge Maribaya is located in Cibodas Village, Lembang sub-district. The popularity of The Lodge Maribaya is also thanks to the implementation of effective and efficient marketing communications. One of them is through internet marketing communication. This tourists’ convenience in searching tour destination is the one that creates the AISAS (attention, interest, search, action, share) model. The purpose of this research is to analyze the application of AISAS model according to Sugiyama (2011) towards The Lodge Maribaya Lembang’s visitors. The method used is qualitative research with there search focus being the application of the visitors’ AISAS using the data reduction, data display and conclusion This research needs 100 respondent samples which are the visitors of The Lodge Maribaya. According to the result of data processing, it is known that the attention, interest, search, action and share stage as a whole gets 90,5% percentage. With that being said, this research shows that most of The Lodge Maribaya’s visitors has applied the AISAS model in their visiting behavior

Value Co-creation Process in Small and Medium Enterprise by Utilization of Viral Marketing as a Branding Tool: A System Dynamic Approach

Abstract People like to talk about their involvement with products and services for a variety of reasons. These include the prestige and status that may arise through ownership or a need to share their purchase experiences in order to help others. These conversations are then passed to family, friends and other people in social networks. This reference process is known as Word of Mouth (WoM) communication and is regarded as a powerful and influential form of communication, if only because of the perceived objectivity and credibility associated with the parties involved. Viral marketing has emerged as the electronic form of WoM and involves the principle of passing on or referring news, information or entertainment to another person. Viral marketing is a highly effective internet marketing communications tool, and will succeed if companies understand their online customer and providing a better value than those competitors. Unfortunately some studies have shown that SMEs may lack competence and show low level of awareness and organizational readiness for adopting innovative approaches for interaction with customers. Meanwhile, Internet technology continuously provides new research tools that enable companies to interact and participate in brand value co-creation together with customers.

Internet Marketing Communication Of Tourist Destinations: Review Of Dmo Websites In Europe

This study focuses on content analyses of internet marketing communication tools and techniques used by Destination Management Organizations (DMOs) on their official websites. The population of the study includes two regional DMOs of six European countries each, situated by the sea, as well as all Croatian regional DMOs also by the sea. The results show that DMOs are not fully applying internet marketing tools and techniques on their official websites in their communication with the market and public.

Development and Current Issues Related to Internet Marketing Communications in China

ABSTRACTThe Internet has become an essential resource for enterprise development. Its impact on advertising strategy is perhaps the most apparent influence. Since the first network advertisement was placed on Chinabyte in 1994, network advertising has become the third largest industry in the information economy, second only to e-commerce and online games. To understand the current status and development of Chinese online marketing communications, this article briefly introduces three primary aspects: audience characteristics, media types, and subject placement. It also analyzes relevant and compelling issues for China.