Marketing Management Research Articles

Exploration of New Media Marketing Strategies Based on Content Marketing and Community Management

Exploration of New Media Marketing Strategies Based on Content Marketing and Community Management

Influence of personality traits on generation Z consumers' click-through intentions towards personalized advertisements: A mixed-methods study

Personalized social media advertisements (PSMAs) are developed by using consumers' personal information like names, demographic details, location, past buying history, and lifestyle interests to quickly grab consumers' attention within the cluttered space of digital advertisements. Generation Z consumers are highly connected to social media. Hence, this study attempts to understand how Generation Z consumers with different personality traits perceive personalized advertisements (PAs) on Facebook, and subsequently, how their perceived personalization influences their intention to click on PAs based on perceived usefulness and privacy concerns associated with those advertisements. The theoretical underpinning of this research is based on the self-congruency theory and privacy-calculus theory. An explanatory sequential mixed-methods design has been adopted, where a quantitative analysis (Study 1) is followed by a qualitative approach (Study 2). For Study 1, responses were collected from 324 Generation Z consumers through a structured questionnaire and the data was analyzed using the structural equation modeling technique to measure relationships among the constructs. Further, in Study 2, in-depth interviews were conducted with 15 Generation Z consumers, a purposively selected subset of informants from Study 1, to explore the potential causes of those relationships observed in Study 1. It has been found from the study that consumers' perception of PSMAs varies based on their personality traits. Consumers with dominant extraversion, conscientiousness, and neurotic personality traits perceive PSMAs positively whereas the openness to experience and agreeableness dominant consumers perceive those negatively. Positive perception of PSMAs among consumers increases the perceived usefulness of communications and subsequently improves the click-through intentions of the consumers. Generation Z Consumers' perception of PSMAs does not have any influence on their privacy concerns. Consumers’ high privacy concerns reduce the click-through intention rate toward PSMAs. The study will help digital marketing managers to strategically deliver PSMAs, thereby enhancing the efficiency of their advertisements.

Time varying characteristics of factors affecting carbon price in emission trading scheme in China: Evidence from SV-TVP-VAR approach

Analysis of the factors influencing the price of carbon emissions trading in China and its time-varying characteristics is essential for the smooth operation of the carbon trading system. We analyse the time-varying effects of public concern, degree of carbon regulation, crude oil price, international carbon price and interest rate level on China’s carbon price through SV-TVP-VAR model. Among them, the quantification of public concern and the degree of carbon emission regulation is based on microblog text and government decisions. The results show that all the factors influencing carbon price are significantly time-varying, with the shocks of each factor on carbon price rising before 2019 and turning significantly thereafter. The short-term shock effect of each factor is more significant compared to the medium- and long-term, and the effect almost disappears at a lag of six months. Thanks to public environmental awareness, low-carbon awareness and the progress of carbon market management mechanisms, public concern has had the most significant impact on carbon price since 2019. With the promulgation of relevant management measures for the carbon market, relevant regulations on carbon emission accounting, financing constraints, and carbon emission quota allocation for emission-controlled enterprises have become increasingly mature, and carbon price signals are more sensitive to market information. The above findings provide substantial empirical evidence for all stakeholders in the market, who need to recognize that the impact of non-structural factors on the price of carbon varies over time. Government intervention also serves as a key aspect of carbon emission control and requires the introduction of relevant constraints and incentives. In particular, emission-controlling firms need to focus on the policy direction of the carbon market, and focus on the impact of Internet public opinion on business production while reducing carbon allowance demand and energy dependence.

A hybrid model for predicting the carbon price in Beijing: a pilot low-carbon city in China

Beijing is one of the earliest pilot low-carbon cities in China. It was one of the first cities in China to establish a pilot carbon market to achieve this goal. As an emerging market, China’s carbon pricing mechanism is not yet complete. In this context, it is crucial for market managers and companies to predict carbon prices. This study uses a Prophet-EEMD-LSTM model to predict the carbon price in the Beijing carbon market, which significantly improves prediction performance. The advantage of this hybrid model is that it considers the particularities of carbon prices including trends, cyclical changes, and volatility. Considering that the carbon market has multiple complex characteristics, the carbon price is decomposed into multiple simple sequences using the Prophet and EEMD models. These simple sequences were predicted using an LSTM model. The hybrid model outperformed both econometric and single-machine learning models in terms of carbon price prediction. Based on the findings of this study, market managers and companies can take appropriate measures to prevent carbon price risks. These findings are conducive to the smooth operation of the carbon market, thereby providing sustainable support and guidance for the development of low-carbon cities.

Navigating the Dynamics of Brent Crude Oil Prices: Factors, Trends, and Insights

Accurate Brent Crude Oil price prediction is essential for informed decision-making and risk control in the global energy market. This paper examines the dynamics of Brent Crude Oil prices over the previous 35 years, utilizing predictive modelling techniques to project future prices and analyzing historical trends and relationships with the GDPs of major economies. The statistical methods used in this paper include the moving average and Pearson correlation coefficient. While correlation studies show significant positive links between Brent Crude Oil prices and the GDPs of major economies like China, Saudi Arabia, Europe, Russia, and the United States, historical data analysis reveals large price volatility. Highly accurate price forecasting using LSTM (Long Short-Term Memory) modelling approaches provides detailed risk management and decision-making information in the global energy market. The application of the Neural Network and the ARIMA model shows an increase in the price of Brent crude oil in the next year, 2024. Identifying the importance of the Brent crude oil price forecast and its effect on the international market is highly needed. This paper thus might help to increase economic growth. These results highlight the importance of advanced modelling techniques and economic indicators in managing oil price changes and help make informed decisions in the energy industry.

A Green Marketing and Operations Management Decision-Making Approach Based on QFDE for Photovoltaic Systems

A Green Marketing and Operations Management Decision-Making Approach Based on QFDE for Photovoltaic Systems

Pengaruh Kualitas Pelayanan, Citra Merek dan Kualitas Produk Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen

Brand image is one that triggers consumer loyalty to a product. This research investigates the influence of service quality, brand image and product quality on consumer satisfaction. Also investigate whether consumer satisfaction is a good mediator. This study conducted a survey of Selis electric motorbike users in Manokwari City. Using a purposive sampling method with the sample criteria being Selis electric motorbike owners, 152 respondents were obtained. The data was then analyzed using Structural Equation Modeling. The findings show that service quality and brand image make a positive contribution to consumer satisfaction. While product quality does not. Research also proves that consumer satisfaction mediates the relationship between service quality, brand image and product quality on tourist consumer loyalty. This study contributes to understanding marketing management by using the framework of consumer satisfaction and consumer loyalty in electric motorbike companies, which can also be applied to other general companies

Analysis of Innovative Paths for Enterprise Marketing Management Development Strategy under the Background of New Media

Analysis of Innovative Paths for Enterprise Marketing Management Development Strategy under the Background of New Media

Islamic Education Marketing Management in Review of the Al-Qur'an; Analysis of Islamic Ethics in Educational Marketing

Education marketing management is very important for the sustainability of any educational institution, especially for Islamic educational institutions. The interests and desires of consumers (society) must be prioritized in marketing management in education so that excellent service can be successful and efficient. This research aims to determine the Islamic ethical values included in educational marketing management in terms of Al-Quran verses so that it is hoped that it can increase the effectiveness of academic marketing. This type of research is qualitative, using a literature review. The data collection technique in this research was carried out by taking and reviewing literature related to the topic in the form of commentaries, books, and journal articles and combining them to reach a finding. Then the data analysis technique used to compile this research is content analysis. As a result, this research found that the Islamic ethical values used to increase the effectiveness of educational marketing are: (1) justice (just), (2) honesty (Siddiq), (3) responsibility (Amanah), (4) humility (tawadhu), and (5) patience (sabr). This research concludes that when carrying out marketing activities, you must apply ethics by Islamic ethics: justice by Surah Al-Maidah verse 9, honesty by Surah At-Taubah verse 119, responsibility by Surah Al-Anfal verse 27, humility by Surah Al-Hujurat verse 11, and patience by Surah Al-Baqarah verse 153.

Pembinaan Membangun Jiwa Entrepreneur Serta Business Plan Pada Remaja Yang Putus Sekolah di Kecamatan Sumbawa

The main objective of this community empowerment activity is to build the spirit of developing entrepreneurs and business plans for teenagers who drop out of school in Sumbawa District. The methods used in this community service activity are tutorial methods, mentoring methods, discussion methods and evaluation. The results achieved from this activity are: (1) PKBM HATTA students are enthusiastic about starting an early business, (2) PKBM HATTA students can analyse business opportunities, (3) PKBM HATTA students can understand business development strategies, (4) PKBM HATTA students are able to plan businesses and manage risk management, (5) PKBM HATTA students are able to understand and run briefly related to online marketing management.

Marketing research and brand management in the margarine market

Shifts in the Russian margarine market have produced changes in consumer behaviour patterns and caused a decline in sales of a number of brands. The study aims to reveal new trends in the fats and oils market and tests the hypotheses that end consumers tend to buy less margarine due to the rising popularity of a healthy lifestyle, the fast-growing demand for ready-made foods and baked goods, and customers’ high price sensitivity. The theories of brand management and marketing constitute the theoretical basis of the study. The research uses desk and field marketing research methods, survey, and statistical analysis. Calculations were carried out in statistical software SPSS and JASP. To assess brand management at the companies under review, we apply the brand loyalty index and the brand awareness indicator in Yandex Wordstat. The empirical evidence covers Nielsen panel data on retail audits in consumer goods markets for 2021–2023; data sourced from the QlickView analytical platform; OOO Profi Issledovania’s report based on the results of a field study of margarine brands in November 2023; and data from a survey conducted by the authors in November–December, 2023. The findings show that the share of margarines in total production volumes and solid fats sales is in decline. We confirmed the hypotheses that margarines consumption is decreasing due to a healthy lifestyle culture and the need to follow doctor’s recommendations. Price is found to be the key factor in choosing margarine brands.

The Effect of Perceived Risk and Customer Experience on Loyalty Intention for Mobile Banking: The Moderating Role of Customer Satisfaction

In the banking industry, providing a range of conventional and high-tech services is crucial to ensure customer satisfaction. One area that requires attention is mobile banking services, which need to offer an engaging experience to keep customers satisfied and loyal. However, empirically, the evidence regarding the impact of the role of mobile banking customer satisfaction on loyalty intention seems to leave room for improvement. Research indicates that customer experience and the risks involved can have a significant impact on consumer satisfaction and loyalty intention. The study is conducted using explanatory research methodology, employing a quantitative approach and adhering to the positivist paradigm. This methodology aims to elucidate the causal relationship between variables, both through direct and indirect means. The research data was analyzed using PLS-SEM, which stands for Partial Least Square Structural Equation Method. The findings indicate that perceived risk has a detrimental influence on customer satisfaction, whereas customer experience has a beneficial effect. Research has demonstrated that customer satisfaction has a clear and substantial impact on the intention of customers to remain loyal. While all indirect links are supported, it is not possible to establish a direct relationship between perceived risk and customer experience on loyalty intention. The significance of customer satisfaction lies in its ability to connect perceived risk and customer experience results with loyalty intention. This study explores the implications for literature and management about mobile banking applications and the integration of perceived risk and customer experience in shaping customer satisfaction and loyalty in the banking sector. These advancements emphasize the significance of excellent customer experiences in enhancing customer happiness and loyalty. Companies must enhance client experience and strive to surpass expectations. Gaining a comprehensive understanding of the concept of "customer satisfaction" and its role as a mediator can help marketing and customer relationship management strategies effectively retain and attract customers.

МАРКЕТИНГ ПЕРСОНАЛА: ИННОВАЦИОННЫЕ ТЕХНОЛОГИИ ИСПОЛЬЗОВАНИЯ ГЕНЕРАТИВНОГО ИСКУССТВЕННОГО ИНТЕЛЛЕКТА

The main characteristic of modern socio-economic development is the use of digital information technologies, in particular, the use of generative artificial intelligence. Artificial intelligence technologies are developing at a faster pace than originally predicted by specialists and scientists, while the areas of its use of generative artificial intelligence (AI) are also expanding. For example, the world experience of using AI in marketing personnel (selection, selection, formation of a personnel reserve, etc.) and directly in HR processes (onsite adaptation, training, payroll, termination, etc.) suggests that AI makes all processes more transparent, democratic, in compliance with the norms of social justice inherent in AI, which contributes to improving the efficiency of both HR management in the organization and the management system as a whole. The study examined the possibilities of using AI in personnel marketing and personnel management, the main positive aspects, and also paid attention to the main risks in this area. The use of generative artificial intelligence contributes to a multitude of benefits that increase the efficiency of personnel marketing and personnel management in the organization, which helps organizations scale, develop and rationally manage their resources, costs and efficiency.

Marketing Management in Agri-Business Organization

Strategic planning and execution are key components of marketing management in agri-business organisations, with the goal of maximising the reach and profitability of agricultural products. Traditional marketing concepts are blended with the specific difficulties and possibilities of the agriculture industry in this area. Important components include agriculturally specific advertising efforts, distribution methods, price strategies, product creation, consumer behaviour study, and market research. Supply chain knowledge, product seasonality, and familiarity with regulatory frameworks are all essential for successful marketing management in the agribusiness sector. Modern agri-business marketing techniques are greatly influenced by technological advancements and environmental initiatives. Businesses in the agricultural sector may get an edge in the market, strengthen relationships with customers, and expand their reach via the use of data analytics and digital technologies. Sustainable practices are becoming more important as stakeholders and customers want goods that are both ecologically and socially responsible. To keep up with the ever-changing nature of the agribusiness industry, this abstract focuses on the most important parts of marketing management and how new strategies are needed.

Related party transactions and earnings management under the UK different regulatory environments of the main and alternative investment markets

Beyond the recent research on related party transactions (RPTs), we study the impact of regulatory environment on RPTs and earnings management. Using a sample of United Kingdom (UK) public firms listed on the lightly regulated Alternative Investment Market (AIM) and the heavily regulated Main Market (Main) of the London Stock Exchange, we find evidence that firms on the Main Market use more efficient and less opportunistic RPTs than those in the AIM market. In addition, efficient RPTs are used as a substitute for the costly real earnings management in the Main Market. Our findings support the efficient contracting hypothesis under the stricter regulation of the Main Market which reduces information asymmetry and enhances internal resource optimization. Our results are robust controlling for endogeneity and selection bias problems.

Penerapan Strategi Marketing Digital dan Peran Sistem Informasi Manajemen dalam Pelayanan Administrasi Kependudukan di Kelurahan Petemon

In the current era of the industrial revolution, Indonesia has also developed information technology which has an important and fundamental role, both for society and the government. This study discusses the application of digital marketing strategies and the role of management information systems in population administration services in Petemanon Village. Living in an all-digital way encourages the Surabaya City Population and Civil Registration Office to present innovations in the use of information technology in the form of web-based public service information systems. The innovation of a website-based public service information system offers many conveniences supported by the implementation of digital marketing strategies through Instagram. The research method used is descriptive research whose data is obtained from observation and documentation. Based on the results of the discussion, it was found that the implementation of digital marketing strategies and management information systems has an important role in assisting the implementation of population administration registration.

Identification of the satisfaction of Tecnológico Espíritu Santo students with the different institutional processes and services

A result of the research project Balcony of services to optimize Customer Experience at TES, corresponding to the Higher University Technology course in Marketing and Commercial Management, was presented. It responded to the result of the diagnosis of the current state of the institutional processes to identify their level of quality and customer satisfaction at TES. The research is of an exploratory type, aided by instruments such as the survey and the audit of the service protocols of the areas of student welfare, admissions and cashier's office, which made it possible to identify the students' satisfaction with the different processes and services provided by the institution. The results indicate the need to implement a service balcony that responds to the needs of students in correspondence with the institutional processes and services.

Use of reactive power compensation devices in implementation of distributed generation

In Ukraine, a gradual reduction of electricity production at thermal power plants is planned due to the development of renewable sources of electricity. Small hydraulic power plants are being restored, solar power plants and wind power plants are being built. This will allow solving the existing problems of the domestic energy industry regarding the shortage of fuel resources, energy security and reducing the level of harmful effects on the environment caused by the operation of traditional sources of electricity. There is a trend of transition from a purely centralized electricity supply to a combined one, when the number of local decentralized sources of electricity directly in distribution networks is increasing. In this way, distribution electric networks are gradually transformed into a network with features characteristic of a local electric system, which receives power both from its own distribution electric networks and from a centralized source - the electric power system. Renewable energy has a number of advantages compared to traditional energy, but there are also disadvantages. Among them, the complications of the functioning of electrical networks should be highlighted in the event of an increase in the capacities of renewable sources of electricity installed in them and the instability of generation due to their natural dependence on meteorological conditions, if we talk more specifically about technical shortcomings, then this concerns - sinusoidal of voltages and currents and voltage deviations, quality assurance of electricity, which directly depends on ensuring the balance of active and reactive power in the electrical system. Hence the need for coordinated power supply from renewable sources of electricity and substations of the power system. At the same time, there is a gradual transition from the wholesale electricity market of a single buyer to the balancing market of electricity and electricity supply under bilateral agreements, as well as the introduction of market management methods. This article discusses measures to reduce electrical energy losses, limit voltage deviation, improve the quality of electrical energy, and compensate for the reactive power of local loads due to the introduction of reactive power compensation devices together with renewable sources of electricity and facilitating their integration into the power grid.

PERANCANGAN FASILITAS PARKIR PASAR BLAURAN SURABAYA

This study discusses the design of parking facilities at Pasar Blauran Surabaya in response to the problem of limited parking space that affects the smooth operation of the market and the convenience of visitors. Through a mixed qualitative and quantitative approach, this research conducts an in-depth analysis of the parking conditions at the market. Primary data were collected through field surveys, including observations of parking patterns and interviews with market traders and visitors. The results show that parking space at Pasar Blauran is still limited, leading visitors and traders to often choose unofficial parking spots, increasing the risk of congestion and traffic problems. The limitation of parking space at Pasar Blauran Surabaya is a serious issue that affects the market's operation and the comfort of visitors and traders. This research identifies the factors causing and the impacts of this issue and offers solutions. Through a mixed qualitative and quantitative approach, including literature reviews, field surveys, and data analysis, the main findings and recommendations are presented. The research site is Pasar Blauran, located in a densely populated area in South Surabaya. The results are expected to provide guidance for local governments, market managers, traders, and the community in improving the quality and sustainability of the market. Keywords: Pasar Blauran, Surabaya, parking facilities, limited parking space, parking conditions.

Marketing Strategies and Supply Chain Performance of Fast Food Outlets in Cross River State

The study examined the role of marketing strategies on supply chain performance of fast food outlets in Cross River State. The specific objectives of the study are; to examine the effect of pricing strategy, packaging strategy, promotional strategy and location strategy on supply chain performance of fast food outlets in Cross River State. In the course of this study, the researchers adopted survey design. Data information for this research work were collected from primary sources. The study employed multiple regression analysis to measure the degree of relationship between variables tested in the article. Findings from the research demonstrated that pricing strategies, packaging strategies, promotional strategies and location strategies have a significant influence on supply chain performance of fast foods outlets in Cross River State. On the basis of the findings from results, the following recommendations were made: marketing managers of fast food outlets should carefully adopt the current research model to effectively implement extensive use of discount pricing, competitive pricing, menu pricing and bonuses in order to enhance their supply chain performance. With regards to packaging, the marketing manager should design the firm’s offer such that meals that are packaged should be linked to a special event in the customers’ life.