Marketing Channels Research Articles

Navigating the 21st century marketplace: the role of digital marketing in SME development in Nigeria

The ever-evolving digital marketing landscape has continuously adapted to technological advancement, consumer behaviour and ecosystem trends. The 21st century marketplace needs traditional marketing practices, and digital platforms to ensure the actualisation of their growth and development in the ecosystem. The study examined how different digital marketing platforms can influence SMEs' operations and performance (Online marketing, and ICT initiatives). The study employed a quantitative design with primary data collection via a questionnaire designed based on 5-Likert’s Scale to answer the research questions; if there is a significant relationship between Online Marketing and SMEs' Business Competitiveness, and if ICT initiative has a positive relationship with SMEs' Business Growth. Two (2) hypotheses were formulated and tested using a statistical package for social sciences (SPSS). To ascertain the hypotheses formulated, both descriptive and regression analyses were carried out, and the output clearly showed a significant influence of digital marketing on the performance of SMEs. The result shows a positive impact of online marketing on SME business competitiveness. However, this study concluded that in the technology-driven environment, 21st-century SMEs will always see the usefulness and relevance of digital marketing because of its role in improving their performance. This study recommends that SMEs incorporate intensive digital platforms and engage in time-to-time updates of their online marketing channels.

Platform openness and value: the mediation effect of user interaction and psychological distance

PurposeLinking platform governance and value, the article explains how platforms manage openness, which gives users access and authority, to shape the user experience and orchestrate interactive value co-creation within their ecosystem.Design/methodology/approachWe adopted an abductive approach, drawing on an embedded multiple case study of platform-based local alternative food networks. The strong symbolic dimension embedded into that context allowed for a full exploration of value in its interactive nature.FindingsPlatform openness influences value creation directly, but also through two mechanisms: one behavioural, involving interactions between users and sides, and the other cognitive, involving users’ abstraction level. Value co-creation goes beyond the online space and occurs in complex sets of interactions between users. Digital platforms can thus generate intrinsic value co-creation that enhances their utility.Originality/valueWe have adopted a marketing channel theory reading of openness and mobilised a broader conception of value as well as cognitive science to explain how this key element of platform governance affects value creation.

The role of flexibility, digitalization, and crisis response strategy for SMEs: Case of COVID-19

ABSTRACT We explore the impact of COVID-19 on small- and medium-sized enterprises (SMEs) and examine how crisis management strategies, particularly related to flexibility and digitalization, have influenced their responses during and after the pandemic. In this regard, we investigate the relationships between strategic flexibility, digitalization, digital technology adoption, COVID-19 perception, and firm strategy after the pandemic by specifically incorporating the mediating role of the crisis response strategy. Based on a survey of 206 Turkish SMEs in manufacturing and service industries, our research employs structural equation modeling using Smart PLS. Our findings indicate that crisis response strategies play a significant role in shaping the firm strategy after COVID-19, mediating the impact of strategic flexibility, digitalization, digital technology adoption, and COVID-19 perception. The findings highlight the importance of crisis response strategies—including optimizing business models, developing marketing channels, investing in technological innovation, diversifying into new business areas, and integrating the supply chain—during the COVID-19 period. These strategies are crucial influencers in shaping the firm strategies of SMEs beyond the pandemic. In particular, SMEs demonstrate adaptation by reassessing and restructuring their product portfolios, expanding their presence in regional markets, and establishing strategic collaborations to thrive in the evolving business landscape.

Banana Supply Chain in Navi Mumbai, India

This study investigates the banana supply chain in Navi Mumbai, aiming to identify existing supply channels, analyze their efficiency, problems faced by producers and anayse the market potential of banana in the study area. Primary data were collected from respondents to accomplish these objectives. Secondary data were obtained from private and government publications, and review papers. Utilizing a descriptive research design and employing a probability sampling method, the study surveyed 50 farmers, 5 village traders, 5 pre-harvest contractors, 10 wholesalers cum commission agents, and 10 retailers using a semi-structured schedule. Three marketing channels were identified. Among them channel-III (Farmer - Wholesaler cum commission agent - Retailer - Consumer) was the most efficient option, offering the highest producer's share in the consumer's rupee (40.05%) and the highest marketing efficiency (0.67), with a price spread of Rs. 1711.55 per quintal. In the study area, banana producers face challenges such as high input costs, delayed availability of planting materials, and losses due to diseases and pests. Marketing hurdles include lower prices, distant selling unit locations, delayed payments, and inadequate transportation and storage facilities. Village traders, preharvest contractors, wholesalers cum commission agents, and retailers also encounter various obstacles such as price fluctuation, handling and transportation losses, low-quality produce, and labour shortages. As the total market demand for banana in Navi Mumbai was estimated to be ₹62.26 crore, addressing these challenges is vital for enhancing the efficiency and profitability of banana marketing in the study area, necessitating coordinated efforts from policymakers, agricultural stakeholders, and market participants. Establishing FPOs and FPCs can ease access to affordable planting materials and address marketing challenges, benefiting all banana market stakeholders.

An Analysis of Tamil Nadu Income-Based Consumption Patterns and Consumer Behaviour for Jaggery and Khandsari Sugar: A Review

Purpose and Objectives: Markets such as Coimbatore, Tiruppur and Erode district Cooperative Jaggery Marketing Federation (CTEDCJMF), Selur Farmers Sugarcane Products Market (Farmers jaggery market), Pilikalpalayam and Chitthode jaggery market exclusively for jaggery and khandsari sugar, coconut and palm sugar. Methodology: Snowball sampling method was used for the data collection and also producers, visiting the market also enrolled in the study. Totally 30 producers of each sugar, 60 middlemens and 120 consumers who purchased sugar through the identified marketing channels were interviewed for the study. The data collected were analyzed to determine the cost and returns for three types of sugar. The price spread at various marketing levels, trader concentration ratios, and consumer buying behavior towards alternate forms of sugar were also examined. Principal component analysis was used to identify factors influencing consumer purchases of alternate forms of sugar. Key Findings: The results of the sample respondents showed that sample respondents of jaggery and khandsari sugar producers, majority of the sample respondents were aged between 31-40 years (33.33%) followed by 26.67 percent in the category of 20-30 years, about 23.33 per cent of the sample respondents in the producer category were aged above 50 years, followed by 16.67 per cent aged between 41-50 years. Implications: Hence, the demand for coconut sugar is very low, so promotional efforts should be made to popularize its health benefits among consumers. In the case of jaggery and khandsari sugar, product modification into cube form (similar to white sugar cubes) will increase market preference and acceptability.

From Bar to Sportainment: The Role of Strategic Communication in Holywings' Brand Transformation

The strategic transformation of brands in the digital age necessitates a dynamic and multifaceted approach to communication. The case of Holywings, an Indonesian establishment that successfully transitioned its brand identity from a conventional bar to a prominent player in the sportainment industry, exemplifies this phenomenon. The research employed a qualitative methodology, incorporating in-depth interviews with key stakeholders and a comprehensive content analysis of Holywings' social media presence. The interviews provided insights into the strategic rationale and communication tactics employed, while the content analysis examined the types of content shared, engagement metrics, and overall communication style. The findings revealed a multifaceted strategic communication approach, leveraging both digital and traditional marketing channels. Social media platforms, particularly Instagram and TikTok, played a pivotal role in showcasing Holywings' sportainment offerings and fostering audience engagement. The content strategy focused on sports-centric events, behind-the-scenes glimpses, and interactive elements, amplified by the use of gimmicks, drama, and storytelling. The integration of offline activations further enhanced the brand experience, fostering a sense of community and loyalty. The strategic communication efforts yielded a significant shift in brand perception, successfully repositioning Holywings as a leader in the sportainment industry. The omnichannel engagement model facilitated a seamless and personalized customer experience, driving brand advocacy and repeat business. In conclusion, the study underscores the pivotal role of strategic communication in shaping brand perception, navigating the complexities of brand transformation, and achieving sustainable growth in the digital age. The findings highlight the importance of adaptability, innovation, and a customer-centric approach in crafting a compelling brand narrative and fostering meaningful connections with the target audience.

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.

Efficiency analysis of catfish (Pangasius sp) marketing channels Balai Benih Ikan (BBI) Terantang

This study aims to analyze farmer's share, marketing margins, profit ratio, and marketing channel efficiency of catifish (Pangasius sp.) BBI Terantang in Sukamara and Balairiam District. The research method is a survey method by conducting direct observations and interviews. The data used were primary data and secondary data collected during September 2022 to June 2023. The data obtained was then analyzed using qualitative and quantitative descriptive analysis. The results showed that there were three types of marketing channels for BBI Terantang catfish, namely I: BBI Terantang and consumers, II: BBI Terantang, retailers, and consumers, and III: BBI Terantang, collectors, retailers, and consumers. Marketing channel I has a farmer's share value of 100%. The highest marketing margin occurred in marketing channel III with a total margin of Rp. 7,500.00-/kg. The profit ratio in marketing channels II and III benefits retailers and collectors with ratios of 7 and 3.3. As for the marketing efficiency of fresh catfish, all marketing channels are effective.Keywords: Catfish; Farmer's Share; Marketing Efficiency; Marketing Margin; Profit Ratio.

Implementasi Sosial Media Marketing Cv.Padang Gadget Indonesia Cabang Solok Melalui Sosial Media Instagram Pada Program Akhir Tahun 2023

This research aims to identify the implementation of social media marketing on the Solok branch of CV. Padang Gadget Indonesia via social media Instagram at the end of 2023 program, both in terms of strategy, implementation, and challenges. The social media marketing strategy implemented by CV. Padang Gadget Indonesia Solok branch is to improve brand awareness, increase sales, and expand market reach. As one of the most massive sources of information, social media is a very effective and efficient marketing channel. To describe this research, researchers used the AIDDA theory. In this theory there are 5 (five) stages / social media marketing strategies, namely Attention, Interest, Desire, Decision, and Action. This research uses descriptive qualitative methods, research that produces descriptive data in the form of writing or speech, as well as the behavior of people being observed. This method is applied to describe and analyze phenomena, events, social activities, attitudes, beliefs, perceptions, thoughts of people individually and in groups. CV. Padang Gadget Indonesia Solok branch has implemented the AIDDA theory in the social media marketing strategy they implement. For each content produced for each AIDDA theory, CV. Padang Gadget Indonesia Solok branch focuses on 3 (three) important points, which are the choice of appearance/design and content that suits the target market and a consistent narrative. In the end of 2023 program, social media marketing implementation strategy of CV. Padang Gadget Indonesia Solok branch succeeded in showing positive results. This can be seen from the increase in sales and improvements in insight on social media Instagram @padanggadget_solok. Meanwhile, the obstacle faced is managing the content creation schedule. The strategies implemented are also always evaluated at the end of each month or each program. Through this strategy, CV. Padang Gadget Indonesia Solok branch is able to become the top-of-mind and remains the main choice for their target.

Evaluating the efficiency of marketing channels of farm enterprises: A study in Kolar district

Evaluating the efficiency of marketing channels of farm enterprises: A study in Kolar district

Analisis Pemasaran dan Transmisi Harga Lada Putih di Kabupaten Sambas

Marketing channels, marketing margins, efficiency and elasticity of marketing price transmission for white pepper in Sambas Regency will be the objectives of this research. Quantitative descriptive methods were used in this research. Non-probability sampling is a technique used with the purposive sampling method. Primary and secondary sources are the data used. Marketing margin analysis, marketing channel efficiency, and price transmission elasticity are some of the methods used. The results of this research show that there are two different marketing channels for white pepper in Sambas Regency: channel I directly from farmers to wholesalers then to final consumers, and channel II from farmers to collectors then to wholesalers then to final consumers. Channel I marketing efficiency is 0.46% and farmer's share is 97.56%, resulting in a marketing margin of IDR 2,000/kg. At the same time, marketing channel II achieved a marketing margin of Rp. 5,000/Kg, with a farmer's share of 93.90% and a marketing efficiency level of 0.83%. Marketing channel I is more efficient than marketing channel II. The elasticity value of price transmission in channel II is 0.663, which means that every 1% change in consumer prices will cause a change of less than 1% or 0.663% change in producer prices so it is inelastic. On the other hand, the collector level and producer level have an elasticity value of 0.632, meaning that a 1% change at the collector level results in a price change of 0.632% or less than 1% at the producer level (Inelastic). Thus, the influence of consumer prices is greater than collector prices.

Challenges and Opportunities in the Livestock Industry for higher productivity and sustainability: The case of Albania

The livestock sector plays an important role in the economic development of the country. This sector is a source of income and employment for many Albanian families who live mainly in rural areas. A large part of the population in our country deals with livestock. But regardless of all the contributions that livestock makes to the food chain, financial sustainability, and the entire economy, this sector faces many challenges. Based on the literature review, a questionnaire to identify these challenges was constructed. The questionnaire contains questions with answers on the Likert scale, is addressed to livestock farmers in Albania, and serves to identify the main challenges affecting the livestock sector. The questionnaire divided the challenges of the livestock sector into five parts, including animal welfare and livestock production, sustainable practices and environmental sustainability, market challenges, information, communication technologies and livestock marketing challenges, and challenges of innovations in livestock production. Animal welfare affects the productivity of the livestock sector. The risk of the spread of epidemic diseases and the high costs of vaccination and medications are a concern for Albanian farmers, who often have difficulties ensuring sustainable profits. In recent years, the livestock sector has faced high input costs. Lack of infrastructure also hinders the efficiency of the livestock sector. The need for sustainable practices and environmental sustainability demands more attention. While farmers want to adopt sustainable livestock methods, they face difficulties in implementing them. Unpredictable livestock prices complicate financial planning for farmers. In addition, small farms face challenges competing with larger ones. Farmers face difficulties in becoming part of new markets due to a lack of effective marketing channels. The lack of a labor force is the biggest challenge that the livestock sector in Albania is facing. Innovation often serves to solve many problems in the livestock sector. Farmers use new technologies to increase livestock productivity. But the use of new technologies requires knowledge, which Albanian farmers often don’t have. They do not have the proper education to understand and apply these technologies. In conclusion, this paper aims to highlight the various problems faced by the livestock sector. Overcoming these problems by dealing directly with them can increase the productivity of the livestock sector, ensuring a better future for the industry.

Transformation and Upgrading of Fresh Brand Retail Mode under the Background of Consumption Upgrading -Taking Freshippo as an Example

In recent years, China's retail market has developed vigorously, and technological progress superimposes demand changes, driving the innovation of new retail(NR) business models. Starting from the problems in the traditional retail industry, this paper analyzes the success of Freshippo in the context of consumption upgrading and uses the case analysis method to study, indicating that the three elements of "people, field and things", the change and upgrading of marketing channels and service processes are the key factors to promote the successful breakthrough of Freshippo. At the same time, the successful breakthrough of Freshippo provides experience for the transformation and upgrading of traditional retail enterprises. It offers new ideas to solve the dilemma of the traditional retail industry, enhance consumers' consumption expectations, and improve the supply reality of enterprises. This, in turn, promotes the development of the NR industry.

DEMOGRAPHIC TARGETING OF USERS IN MOBILE APPLICATIONS FOR LIVESTOCK DIGITAL MARKETING AMONG SMALLHOLDER CATTLE FARMERS

Several livestock diseases leading to high mortality rates among animals have raised concerns about a potential food crisis in Indonesia. To prevent further spread of these diseases, access to livestock sheds has been restricted. This situation has highlighted the importance of developing alternative marketing channels to facilitate livestock trade. The present study investigates the demographic factors that influence farmers' interest in adopting mobile applications for digital livestock marketing in the Special Region of Yogyakarta. The data for this research was collected from a stratified random sample of 968 respondents across four regions. Prior to the interviews, farmers were provided with an introduction and given the opportunity to experience the mobile applications firsthand. The data analysis employed descriptive statistics, non-parametric analysis, and a logistic regression model. The results indicated a significant (p < 0.05) association between variables such as the farmer's age, educational level, women's decision-making power, farming revenue, cattle ownership, farming experience, and interest in using mobile applications for livestock digital marketing. However, no distinction in adoption interest was observed between farmers who were members of agricultural groups and those who were not. These findings have significant methodological implications, as they require independent interviewing among member farmer groups. This study suggests that developers of mobile applications for livestock digital marketing should consider the lack of digital literacy among farmers as a crucial factor influencing their interest in adopting new technologies. Addressing the digital literacy gap could increase the adoption and effective use of these applications within the farming community.

Marketing Efficiency of Banana in Yenagoa Metropolis, Bayelsa State, Nigeria

The study examines the marketing efficiency of bananas in Yenagoa Metropolis of Bayelsa State, Nigeria. The objectives were to describe the socio-economic characteristics of banana marketers; determine the marketing margin and efficiency of banana marketers; identify marketing channels of bananas; and identify the constraints associated with banana marketers in the study area. Ninety (90) questionnaires were retrieved and used for the analysis out of the one hundred and four (104) questionnaires distributed to the banana marketers selected through a multistage random sampling technique from eight (8) markets in Yenagoa Metropolis of Bayelsa State using a structured questionnaire. Descriptive Statistics and marketing margin and efficiency formulas were used to analyse the data. The result showed that banana marketers were predominantly female. Budgetary analysis showed marketing efficiency greater than one which indicated profitability of the market. The Likert type showed the constraints, which significantly affect banana marketing as high perishability (3.88), high cost of transportation (2.98), inadequate market information (2.85) and heavy imposition of tax/levies (2.63). The study, therefore, recommends that Marketers should be encouraged to have market informants that will inform them of the increase or decrease in the prices of bananas in different markets in the study area.

Marketing Strategy for Red Ginger (Zingiber officinale) Cultivation in Rantau Balai Village, Aranio District, Banjar Regency

This research identifies internal and external factors influencing red ginger marketing in Rantau Balai Village, Aranio District, Banjar Regency, and proposes strategies to enhance its market potential. Using IFAS, EFAS, SWOT, and BMC analysis, the study finds that strengths (score: 1.81) exceed weaknesses (score: 1.15), and opportunities (score: -1.61) outweigh threats (score: -1.23), indicating favorable conditions. The farming is positioned in quadrant I, suggesting it is in a strong state, and an aggressive strategy is recommended. Proposed strategies include product diversification, strengthening industrial relations, optimizing supply chains, improving farmer education and training, and expanding marketing channels to enhance productivity and competitiveness.

Knowledge-prompted ChatGPT: Enhancing drug trafficking detection on social media

Social media platforms such as Instagram and Twitter have emerged as critical channels for marketing and selling illegal drugs. Detecting and labeling online illicit drug trafficking activities have become an important measure to combat online drug trafficking. Recently, machine learning has been applied to drug trafficking detection. However, the effectiveness of conventional supervised learning methods in detecting drug trafficking heavily relies on access to substantial amounts of labeled data, while data annotation is time-consuming and resource-intensive. Furthermore, these models often face challenges in accurately identifying trafficking activities when drug dealers use deceptive language and euphemisms to avoid detection. To overcome this limitation, we conduct the first systematic study on leveraging large language models (LLMs), such as ChatGPT, to detect illicit drug trafficking activities on social media. We propose an analytical framework to compose knowledge-informed prompts, which serve as the interface that humans can interact with and use LLMs to perform the detection task. Additionally, we designed a Monte Carlo dropout-based prompt optimization method to further improve performance and interpretability. Our experimental findings demonstrate that the proposed framework outperforms other baseline language models in terms of drug trafficking detection accuracy, showing a remarkable improvement of nearly 12%. By integrating prior knowledge and the proposed prompts, ChatGPT can effectively identify and label drug trafficking activities on social networks, even in the presence of deceptive language and euphemisms used by drug dealers to evade detection. The implications of our research extend to social networks, emphasizing the importance of incorporating prior knowledge and scenario-based prompts into analytical tools to improve online security and public safety.

TECHNICAL-ECONOMIC IMPACT OF RISK MANAGEMENT ON THE SEMI-TRANSHUMANT LIVESTOCK SYSTEM, CASE OF AIN EL BELL REGION IN ALGERIA

Objective: This study aims to investigate the impact of risk management on the semi-transhumant livestock system, in order to suggest a better model for managing the sheep production cycle. Theoretical Framework: The semi-transhumant livestock system is facing an unprecedented set of risks occurring simultaneously. Therefore, studying the organization and management techniques of the semi-transhumant livestock system through a techno-economic approach, compares two situations (SWOR and SWR) based on using indisputable measures. Method: A field survey is conducted with 300 breeders during the period from 2019 to 2021. The collected data are processed using the statistical model SPSS. Results and Discussion: It is concluded that despite different situations, the same simplified production organization and marketing channels (social networks, informal contracts, etc.) are maintained. The SWR shows a decrease in herd size, adoption of 3 reproductive cycles, herd mobility and average profit, etc. However, there is an increase in production costs and acquisition of food products, etc. Ultimately, the results show that while unique risk situations impact semi-transhumant farming systems differently, their technical organizational and management measures render this impact insignificant based on non-parametric chi-square testing. Research Implications: This study provides insight into risk management offering implications for technically feasible practices that are reliable and bio-economically viable for sustaining semi-transhumant livestock system. Originality/Value: The value of this research is demonstrated by appropriate technical organizational and management measures impacting techno-economic farming results which will be useful to consider when other risks arise in future.

Kajian Pemasaran Dan Farmer`S Share Karet Alam Rakyat Di Kecamatan Talang Empat Kabupaten Bengkulu Tengah

The aim of this research is to determine marketing channels and analyze farmer's share of natural rubber in Talang Empat District, Central Bengkulu Regency. The research location was chosen deliberately in Talang Empat District to obtain a representative picture of rubber marketing practices in the area. Sampling was carried out using the Slovin formula for farmers and the snowball sampling method for trader collectors. The research results show that there are three main marketing channels for smallholder natural rubber in Talang Empat District: The first channel consists of Farmers - Village Collecting Traders - District Collecting Traders - Wholesalers - Factories. The second channel consists of Farmers – Village Collectors – Wholesalers – Factories and the third channel consists of Farmers – District Collectors – Wholesalers – Factories. The marketing pattern of community rubber in Talang Empat District, if seen from the operational approach including margin, farmer's share and profit and cost ratio, means that the second channel is relatively more efficient compared to other channels. Keywords: marketing, people's natural rubber, farmer's share

Digitalization and alternative marketing channels in the Uruguayan fruit and vegetable chain

This study aims to delve into the potentials and difficulties of digitalization on the real commercial experience of some of the fundamental actors in the Uruguayan fruit and vegetable chain (producers, merchants, intermediaries, consumers, and private and public technicians). For that, these social actors and their projects were described and consulted in search of appreciations or points of view regarding technical innovations, barriers to commercialization, family labor, public policies, pressure for land use, and other complex problems. Through a “snowball sampling”, carrying out semi-structured questionnaires for more than 4 months from INIA Las Brujas, we obtained information mainly from actors in the south and some points in the northwest and east-central Uruguay. Opinions come from the complexity of people in their different roles, with the expected emergence of tensions and contradictions at different moments of the participatory-action research. We could appreciate that the Fourth and Fifth Industrial Revolution are having a significant impact in the Uruguayan fruit and vegetable chain. Digital technology is providing new tools for marketing such as: electronic commerce platforms, mobile applications, traceability and monitoring technologies for data analysis, etc. Support in this transformation comes both from private initiatives and public projects, some of which are outlined. We discuss some causes of digitalization disparities and some solutions, debating the role of each one of the represented actors and their possibilities of change.