Marketing Programs Research Articles

Empowerment of Business Owners and Baristas through Digital Marketing Program at Kopi Johar Yogyakarta

Empowerment of Business Owners and Baristas through Digital Marketing Program at Kopi Johar Yogyakarta

Job Fair: A Vehicle to Build Networks and Bring Workers Together to Reduce Unemployment

The Cirebon Regency Manpower Office has held a job fair program as a step to overcome the problem of unemployment. This study aims to evaluate the job fair program and find out the impact of the implementation of the job fair organized by the Cirebon Regency Manpower Office and whether it has gone well in accordance with the goals that have been set. The evaluation of this program uses criteria developed by William N. Dunn. This study uses a qualitative approach by utilizing primary and secondary data. The data analysis process involves the stages of data reduction, data presentation, and conclusions drawn. The results of the study show that the job fair program can be said to be quite successful. This program showed positive results of the six evaluation indicators used: effectiveness, efficiency, adequacy, alignment, responsiveness, and accuracy. Although some aspects still need to be improved, the implementation of this program can be considered successful. Overall, it can be concluded that the job market program in Cirebon Regency is an effective step in overcoming the problem of unemployment. By making several improvements, this program has the potential to be more optimal in providing support to the community in finding a job.

СТРАТЕГІЧНІ НАПРЯМКИ ПІДТРИМКИ БРЕНДУ АГРАРНИХ РЕГІОНІВ НІМЕЧЧИНИ ІНСТРУМЕНТАМИ ПАРТНЕРСЬКОЇ КОНЦЕПЦІЇ ТЕРИТОРІАЛЬНОГО МАРКЕТИНГУ

In the modern conditions of transformation and European integration of the domestic agricultural sphere, the marketing mechanism occupies an important place, which actualizes further research into the branding of agricultural regions and the study of the experience of European countries. Germany, as the most stable European economy, demonstrates the successful practices of its regions in territorial and agrarian marketing, in the creation and promotion of regional brands, local trademarks for agricultural, processing and tourist products and services, therefore its experience is undoubtedly useful for Ukrainian agrarian regions. The purpose of the article is to determine the strategic directions of supporting the brand of agricultural regions of Germany with the tools of the partnership concept of territorial marketing and the possibility of their use in Ukraine. The object of the research is marketing tools to support the brand of agrarian regions. The methods used in the research are the case study method, the method of comparison and grouping, the methods of analysis and synthesis, detailing and generalization, etc. The hypothesis of the study was the assumption that the agricultural regions of Germany have sufficiently successful cases of application of tools of the partnership concept of territorial marketing, which can be adapted to domestic practice. Presenting main material. The article presents the author's understanding of territorial marketing, focusing on the problems of agricultural regions, which can be solved with the help of marketing tools of the partnership concept of marketing. The experience of using territorial marketing tools is considered on the example of Germany, whose agrarian regions successfully develop and implement marketing programs, create, promote and systematically support regional brands, local trademarks. Special attention is paid to the regional marketing programs and marketing initiatives of the state of Bavaria, which guarantee consumers compliance with the declared properties of the product, its level of quality and origin. Generalized marketing tools that contain data programs and initiatives to support the brands of agricultural regions. A separate case presents the umbrella agrobrand Spreewald, which was created to identify products from the Spreewald region based on the criteria of origin, place of production and quality. The originality and practical significance of the research lies in the application of the case study method, which involves the study of the European practice of supporting the brand of an agricultural region with marketing tools of the partnership concept of territorial marketing. Conclusions. Marketing programs and marketing initiatives of agricultural regions of Germany are based on the use of modern tools and technologies aimed at establishing a long-term mutually beneficial partnership between the participants of the interaction process, at defining and creating new values that ensure the sustainable development of the territory. The development, introduction and use of a regional trademark on the market requires competent marketing support for the practical interaction of regional actors. An important area of regional marketing is establishing cooperation between local producers of organic products and large retailers. The study and generalization of the experience of Germany and other EU countries allows us to identify a number of strategic directions of marketing support for brands in agrarian regions and adapt them to the needs of domestic practice. Further research involves the development of a marketing program of the selected agricultural region, which will be based on the tools of strategic (social-ethical and partnership) concepts of territorial marketing.

EFFECT OF DOMESTIC VIOLENCE ON WOMEN PARTICIPATION IN FARMING ACTIVITIES IN AKWA IBOM STATE, NIGERIA

Domestic violence against women in agricultural households presents a multifaceted challenge affecting both the individuals involved and broader agricultural productivity. The objective of the study was to; describe the socio-economic characteristics of the respondents; examine the nature of domestic violence prevalent in the study area; identify the causes of domestic violence and determine the level of participation of women in farming activities; and examine the effect of domestic violence on women farming activities in the study area. Multi-stage sampling and random sampling techniques were used to select 180 respondents for the study. The primary data obtained using a well-structured questionnaire was analyzed using descriptive statistics and a three-point Likert scale. The result showed that reveals that the majority (56.7%) of the respondents were between the age range of 26 – 45 years, 86.7% were married and all the respondents had some form of formal education. Further investigation revealed that physical violence, sexual violence, emotional violence, economic violence, and psychological violence were prevalent in the study area. The farming activities participated by women included planting, harvesting, land clearing, bush burning, processing, irrigation, decision making, farm labor, marketing, farm groups, extension activities, family discussions, and farm programs. This violence significantly impacts women's ability to engage effectively in farming activities, leading to reduced income, loss of assets, and diminished productivity. The major effects of violence on farming activities of the respondents in the study area were reduced income, lack of strength to continue with farming activities, lack of concentration on farming activities, reduced time devoted to farming activities, and loss of ownership of farm or asset. Based on the findings, to reduce the ugly incidence of domestic violence against women in the study area, there is a need to mandate law enforcement agencies by the government to arrest and prosecute perpetrators of domestic violence against women in the study area, highlighting the need for comprehensive interventions to address domestic violence against women in agricultural households, promoting gender equality, women's empowerment, and agricultural development for food security and economic prosperity.

Customer Preference Analysis on Attributes of Toyota’s EV Shuttles Using Conjoint Approach: A Business Case of the Stones Hotel Bali Collaboration Project

This study examines Indonesia’s efforts to achieve Net Zero Emissions (NZE) by 2060, with a specific focus on Bali’s pioneering initiatives to reach NZE by 2045. The research primarily investigates sustainable mobility solutions in the tourism sector as an approach to accomplish this goal. The study analyzes customer preferences for Toyota’s xEV (BEV/PHEV/HEV) shuttle services at The Stones Hotel Bali. The objective is to support the hotel in differentiating itself through sustainable practices and support Toyota Indonesia to develop xEV products that are suitable for the market. The study employs Choice-Based Conjoint (CBC) analysis to assess five key attributes: EV rent price, capacity, technology, CO2 emission reduction, and baggage capacity. The results indicate that the most significant attributes affecting customer choices are EV rent price (33.18%), capacity (24.97%), and CO2 emission reduction (18.84%) are the most influential factors in customer decision-making, followed by baggage capacity (15.63%) and EV technology (7.38%). These insights provide a foundation for developing targeted marketing programs and product offerings that align with customer preferences and Bali’s NZE goals, while supporting the broader transition to sustainable transportation in Indonesia’s tourism industry.

The influence of Cause related marketing campaigns on purchase intention: the mediating role of brand image and the moderating role of consumer skepticism

Cause-related marketing campaigns (CrM) were increasingly becoming a common feature of corporate marketing programs. Cause-related marketing is a marketing tool to increase business profit and serves society by corporate social responsibility. This study aims to investigate the influence of cause-related marketing campaigns on purchase intention; mediating the role of brand image and moderating the role of consumer skepticism. Data was collected from Punjab province through a survey questionnaire data from 362 general public. Smart-PLS was used for data analysis. The study results indicated that cause-related marketing campaigns (CrM) have a positive impact on purchase intention. The purchase intention (PI) has also a significant effect on brand loyalty. Brand image (BI) was found as a partial mediator furthermore it was seen consumer skepticism has a significant negative impact on the relationship between cause-related marketing campaigns and purchase intention.

A Mathematical Model Investigating the Impact of Campaign Program on the Pattern of Transmission of Anemia in Pregnant Women

Anemia, a pervasive global health issue, is on the rise across the globe, impacting both developing and wealthy nations. Anemia, a hematological condition, can manifest at any point in life and is prevalent among pregnant individuals. The worldwide incidence of anemia among women of reproductive age is around 29.4%, with over 40% of pregnant women being affected. Anemia is a widespread issue that significantly contributes to illness and death, particularly in regions where malaria is prevalent. Anemia during pregnancy has a substantial effect on both the health of the fetus and the mother. Anemia has been identified as the cause of 20% of maternal fatalities in Africa. Iron deficiency is the primary cause of anemia. This research presents a comprehensive model that describes the dynamics of anemia in pregnant women and their fetus. The population is categorized into three classes: susceptible, impacted, and treated. A control factor that varies or changes over time, namely a campaign program, is being investigated. The model exhibits an equilibrium point and the stability of such points is assessed. Furthermore, the sensitivity analysis of the equilibrium point is conducted to identify the crucial parameters. Numerical simulations are conducted to observe the dynamic behavior of the model. Evidence demonstrates that the marketing program is successful in reducing the advancement of diseases. The implementation of an early accelerated campaign program greatly reduces the number of pregnant patients, as well as the yearly miscarriages and fatalities. However, discontinuing the applied treatment may reverse this positive outcome and increase the burden. Findings also suggest that the implementation of control measures helps to minimize the prevalence of anemia but may not eliminate the condition.

Application of Persuasion Through Costumer Purchase Decision in Linnect Marketing Program

In the current era, the Internet and marketing in a business have become the backbone of the world economy; the Internet has proven to be an effective marketing tool for many different sectors. The decline in unwilling and inactive customers in 2021, namely 17,282, which is 18.54%, proves that telemarketing needs to be improved. This study aims to identify the effect of marketing through telemarketing at PT Telkom Witel Yogyakarta on customers to improve services amid consumer needs. This research method uses descriptive qualitative methods, with data collection techniques by interview. The results of this study indicate that the proposed "LINNECT" program at PT Telkom Witel Yogyakarta can improve marketing services by presenting product information on one website. This program utilizes the theory of persuasion, the concept of consumer purchasing decisions, to influence behavior. Telkom hopes this program can increase customer satisfaction and achieve target points with attractive rewards. The practical implication is the positive contribution to the Company and customer relationship and the proposed program to improve service quality and sales.

Examining the Impact of Live Streaming, Affiliate Marketing, and Flash Sale Programs on Purchase Intentions in the TikTok Shop: An Empirical Study Focused on Generation Z

Live streaming has become the latest strategy in marketing products as it provides consumers with a sense of experiencing direct shopping. In live streaming, sellers and buyers can interact directly through real-time video streaming. Marketing strategies involving third-party individuals, known as affiliate marketing, are engaged in marketing activities. Several e-commerce platforms utilize this approach as it brings benefits to all parties involved. Live streaming has become a popular promotional method, especially after the pandemic. Flash sales, with their attractive offers, are highly favored by consumers as they allow them to purchase high-quality products or services at significantly low prices, but within specific time and quantity constraints. The author is interested in understanding the most influential marketing strategies that impact consumer Purchase Intention in e-commerce, particularly on new platforms like TikTok Shop. The research method employed is descriptive statistics based on the results of statistical calculations using SEM-PLS, with primary data obtained from 96 respondents through a questionnaire.

Analysis of Mudjia Rahardjo's Views: Language Philosophy and Efforts to Preserve Regional Languages

<p>The current era of globalization and westernization poses a real threat to the existence of regional languages, one of which is manifested in the single market program agreed upon by ASEAN countries. In line with that, the study of language philosophy has a very important role in cultural preservation, especially regional languages. This article discusses the views of Mudjia Rahardjo, an Indonesian linguist and philosopher, regarding the philosophy of language and efforts to preserve regional languages with the aim of finding a harmonious correlation between the study of the philosophy of language and efforts to preserve regional languages. Through the content analysis method with data sources from the Philosophy of Language lecture material delivered by Mudjia Rahardjo in the Postgraduate class at Darussalam Gontor Ponorogo University. Based on the content analysis of the lecture material on the philosophy of language delivered by Mudjia Rahardjo, the author concludes that there are several correlations that are compatible between the study of the philosophy of language and efforts to preserve the local language. 3. Philosophy of language can provide a philosophical basis for efforts to preserve regional languages</p>

Flushing Out Homeowner Perceptions to Improve Voluntary Septic to Sewer Conversion With Social Marketing

Background Septic systems are recognized as a contributor to water quality degradation. Septic to sewer conversion programs are being implemented to mitigate nutrient pollution but success of voluntary programs is dependent on homeowner participation. The purpose of this study was to identify elements of potential social marketing strategies that could advance the voluntary adoption of septic to sewer conversion programs. Focus of the Article This study used formative survey research to assess residents’ knowledge, attitudes, and perceived benefits of and barriers to septic systems conversion in Florida, USA to inform future interventions promoting this major, costly home infrastructure change that reduces wastewater nutrient contamination. Research Question This study attempts to answer the following questions: (1) Does septic system conversion status (mandatory vs. voluntary) influence homeowners’ knowledge, attitudes, and perceived benefits and barriers to septic to sewer conversion? (2) What social marketing variables are the best predictors of attitude about septic to sewer conversion? Importance to the Social Marketing Field In contrast to inexpensive, repeated habits which are the target of many social marketing campaigns, costly one-time behaviors have been minimally explored by social scientists and social marketers. This study demonstrates how social marketing research can be applied to advance the adoption of costly, one-time infrastructure improvements, with septic to sewer conversions serving as the study context. There are substantial opportunities for social marketers to support local government and other organizations in their promotion of major technologies, including, but not limited to septic system conversions. Methods 518 adult Florida residents who were also septic system owners completed an online survey instrument that assessed subjective and objective knowledge, attitudes about septic to sewer conversion, and motivators and barriers to conversion. Results Septic system homeowners are largely supportive of septic conversion programs; however, the greatest perceived benefits are personal and not associated with environmental improvements. Despite many septic to sewer conversion projects being initiated for environmental purposes, behavior change efforts should promote the benefits of conversion as perceived by the homeowner. The primary barrier is the upfront cost, and alternative funding structures should be investigated. Recommendations for Research or Practice This study indicates that target audience outreach is an essential component of the environmental planning process. Considering the costs and complexity of water quality infrastructure projects, environmental management professionals should consider a robust audience-specific social marketing program as part of the implementation and planning process. The findings presented here suggest opportunities for social marketers to partner with environmental management professionals tasked with encouraging septic to sewer conversion or other costly and significant one-time behaviors.

DESIGNING THE MARKETING EDUCATIONAL PROGRAM

Introduction. The integration of Ukraine into the European spaces of higher education is designed to change national higher education and educational programs. Adequate design of educational programs in universities will contribute to the real implementation of the competence approach; transition from subject-centeredness to student-centeredness; ensuring comprehensibility and comparability of learning outcomes and creating a reliable basis for global and European integration. The purpose of the article. The purpose of the article is to clarify the requirements for the formation of competencies and learning outcomes as the main categories of the educational program in accordance with European standards. Metods. A systematic analysis of the concept of student-centered learning, the main categories of which are general and professional competences, made it possible to investigate the process of designing the Marketing educational program. With the help of analysis and synthesis, the program learning outcomes for the Marketing program are divided into elements, where each is analyzed separately with their subsequent combination into a single concrete integrity. Results The formation of a high-quality OP requires taking into account external and internal factors of ensuring its quality and developing a system for evaluating the quality of the educational program with the aim of improving it. First of all, the Standard of Higher Education of Ukraine in specialty 075 Marketing for the first level of higher education needs improvement. Also, it is important to check the OP's compliance with the basic conditions, the value of the program from an academic point of view, taking into account the university's resources.

Examining the Triggers, Signals, and Implications of Corporate Implosion: Lessons and Intervention Strategies for Private Universities in Africa

Corporate implosion, characterized by sudden organizational collapses and significant financial repercussions, necessitates a comprehensive understanding of its triggers, signals, and potential intervention strategies. This paper employs a literature review and synthesis approach to delve into existing corporate implosion research specifically focusing on defining triggers, early signals, and viable rescue mechanisms. The study investigates triggers contributing to corporate implosions, focusing on financial mismanagement and leadership failures. It underscores the intricate interplay between internal and external elements in the context of organizational failures. Through thoroughly examining existing literature, the paper aims to contribute to a deeper understanding of the dynamics leading to corporate implosions. Furthermore, this research extends its scope to explore the closure of private universities, particularly within the African context. The analysis highlights industry-specific factors that contribute to the closure of private universities, encompassing aspects such as market demand, program relevance, financial stability, governmental regulations, economic conditions, demographic shifts, and technological advances. By broadening the investigation to include private universities in Africa, the study offers insights into the unique challenges faced by educational institutions in the region. Ultimately, the findings of this study are intended to inform decision-makers and stakeholders in private universities about the multifaceted nature of challenges that can lead to closures. Recognizing these triggers and signals is crucial for implementing timely and effective interventions to safeguard the stability and sustainability of private universities in Africa.

Improving repurchase behaviour based on relationship marketing: evidence from the message framing of airline in China

ABSTRACT Short Message Service (SMS) marketing, as one of mobile marketing, has been a prominent marketing approach in the service business, particularly in airlines. However, for member groups with a social identity, how to send SMS to promote repurchase behaviour of members? This question is what current research tries to explore. A large field experiment involving 200,000 active members of an airlines was conducted to validate the message framing proposed in this study. Specifically, based on the message framing, we applied 2 promotional SMS (With identity vs. Without identity) x 2 Purchase intention (High vs. Low) and 2 promotional SMS (Feasibility vs. Desirability) x 2 Purchase intention (High vs. Low) between-subjects experimental design and a control group with general reminder messages in a ‘Member Day’ promotion. By analyzing 188,627 respondent’s actual repurchase data, the result shows that the framing effect between with-identity or feasibility messages and high purchase intention significantly positively impacts members repurchase behaviour. In contrast, the effect between without-identity or desirability messages and low purchase intention has no influence. Furthermore, the moderation effect of members’ features on the framing effect has also been discussed. This study has theoretical and practical guidance for the research on relationship marketing, membership management, and loyalty programmes.

ANALYSIS OF PRIORITY BANKING OFFICER (PBO) MARKETING STRATEGY IN INCREASING THE NUMBER OF PRIORITY CUSTOMERS VIEWED FROM A MAQASHID SYARIAH PERSPECTIVE: BANK SUMUT KC SYARIAH PADANGSIDIMPUAN

Maintaining the excellence of PT Bank Sumut KC Syariah Padangsidimpuan requires an effective marketing strategy to be implemented in order to realize a competitive advantage and achieve predetermined targets in the marketing process. Bank Sumut KC Syariah Padangsidimpuan certainly has goals and strategies with Sharia-based purposes (Maqashid Sharia) or is more than merely material. In this context, the target in question is Priority Customers. This writing analyzes the Priority Banking Officer's marketing strategy for increasing the number of priority customers at PT. Bank Sumut KC Syariah Padangsidimpuan is reviewed from a Maqashid Syariah perspective. The research method used is descriptive-qualitative. The data collection techniques in this research were observation, interviews, documentation, and literature. Moreover, researchers used descriptive analysis techniques. The result of this writing is that PT. Bank Sumut KC Syariah Padangsidimpuan, in implementing marketing strategies to increase the number of customers, applies the Marketing Mix 7P component. Marketing Mix is a tool for marketers consisting of various marketing program elements (product, price, promotion, place, people, process, and physical evidence) that must be considered to implement the determined marketing strategy. Bank Sumut KC Syariah Padangsidimpuan, in carrying out the marketing mix strategy, contains Maqashid Syariah principles containing sharia values ​​that are by sharia objectives (Maqashid Syariah). The marketing mix aspect (product, price, promotion, place, people, processes, and physical evidence) contains sharia values ​​by the 5 principles of maqashid sharia (sharia goals), namely protecting religion, soul, will, descendants, and property.

Differentiation Strategy and the Performance of Medical Insurance Companies in Kenya

Against a backdrop of escalating global competition, health insurance firms grapple with the need to stand out amidst a saturated market. The study recognizes the imperative for organizations to adopt differentiation strategies, with a focus on product, personnel, distribution, and image differentiation. Acknowledging the current dearth of comprehensive research in the Kenyan context, the research problem centres on the critical need to investigate the extent to which differentiation strategies influence the performance of health insurance companies in the region. The general objective of the study was to investigate the effect of differentiation strategy on performance of Health Insurance Companies in Kenya. Drawing on established theories such as Porter's Competitive Advantage Model, Upper Echelons Theory, Resource-Based View, and Transaction Cost Economics, the study employs a multi-theoretical framework to provide a nuanced understanding of the complex relationships between differentiation strategies and organizational outcomes. Adopting the descriptive research design, the target population comprises 980 employees in the medical insurance firms in the top management and middle level management in Nairobi, drawn from the respective insurance firms’ Human Resources Departments. Employing a multi-stage sampling technique, the established sample size is 101 top and middle level management staff who were reached by stratified random sampling. A semi-structured questionnaire was the main data collection instrument and was distributed through a drop-and- pick- latter approach. Data was analyzed using both descriptive and inferential statistics. Descriptive statistics measures of mean and standard deviation was used, while for inferential statistics, regression equations were employed. The study established that product differentiation strategy, personnel differentiation strategy, product differentiation strategy and image differentiation strategy had a positive significant effect on performance of health insurance companies in Kenya. The study concludes that product differentiation is the key aspect distinguishing one company’s products or services from its competition. Personnel differentiation strategy gives an organization the ability to respond in time to the needs of their members through the skills and knowledge of employees. A differentiated distribution strategy allows insurance companies to expand their sale potential by getting their product in front of more potential customers. An effective image establishes the product's character and value proposition and a person responds differently to company and brand images. The study recommends that the insurance companies should consider opportunities for differentiation in all of its production areas: marketing, product management, engineering, sales, and customer support. Organizations looking to build personnel differentiation strategy will need to produce or design extremely unique or distinctive products or services that create increased value for the consumer. The insurance companies should devote resources to channel management preferably at least one dedicated manager whose sole responsibility is to manage those relationships and build the marketing programs to drive revenue through the channel. The insurance companies should identify their brand gaps, which are the discrepancies between their desired and actual brand performance.

Analisis Strategi Pemasaran terhadap Penjualan Minyak Kelapa Sawit (CPO) pada PT. Perkebunan Nusantara III (PERSERO)

One critical commodity in Indonesia is crude palm oil, or CPO. In order to boost palm oil sales, this research use SWOT analysis to identify the most effective marketing methods. Things like assessing possibilities in the market, creating marketing strategies, designing marketing programs, and coordinating marketing activities are essentially the focus of the company's marketing strategy. This study combines primary and secondary sources to provide a descriptive account of the phenomena under investigation. Using the IFAS and EFAS matrices, a number of tests are conducted, including SWOT analysis tests. According to the study's findings, the x-axis of the SWOT diagram is the IFAS matrix value of 0.06, and the y-axis is the EFAS matrix test result value of 1.12. When the IFAS and EFAS matrices are applied to the SWOT diagram, the findings show that the company's internal factors are strong in area I. Based on the SWOT analysis, PT Perkebunan Nusantara III Medan has an aggressive approach that aims to build on current strengths while also improving and maintaining them. The firm is in kudran I, according to the SWOT diagram

The Utilization of Digital Media in Marketing Ecotourism Packages in Sekotong, Lombok Barat Regency, NTB Province, Indonesia

Digital marketing as a business trend in branding is a crucial component in marketing products, services, or brands using various digital platforms to expand the market share globally. In the tourism industry, every tourism product must effectively utilize digital media. Sekotong, as a destination known for its ecotourism, needs to leverage digital media optimally to market its ecotourism packages. However, the reality is that the available potential has not been packaged into a single ecotourism package, and its digital promotion for marketing is still not optimal due to the community's lack of understanding on how to manage digital marketing platforms. To comprehend the phenomenon under examination, this study employs a qualitative technique with a case study strategy, while the time horizon is covered by a cross-sectional approach. Data were collected through 3 methods such as: observation, interviews, and documentation. The collected data were reduced and analyzed using content analysis, data validity ensured through those methods and sources triangulation. The results of this study is indicate the utilization of digital media concerning time, cost, and accessibility in marketing ecotourism packages in Sekotong is not optimum implemented, even it has 3 Mangroves forest as its attraction. These are obstacle factors such as limitation of budget, lack of knowledge related digital platform navigation for marketing, and the most importance is stakeholder or tourism Penta-helix coordination and collaboration to develop digital marketing training and sustainable marketing program. The data from this study provide important contributions to tourism practitioners and researchers in developing more effective marketing strategies to promote local ecotourism destinations

A Vision of the Future: Harnessing Artificial Intelligence for Strategic Social Marketing

Artificial intelligence (AI) is transforming much of society in a short time. Regardless of whether we know it, we interact with AI systems when we seek information online, shop, work, and engage with social media. AI has massive potential to promote human wellbeing but also poses considerable risks, as set out in an open letter signed by leaders in the field, such as Geoffrey Hinton, the “Godfather of AI”. This paper examines how AI can be used as a powerful tool to change pro-social behaviors as part of social marketing programs. We examine opportunities to build on existing efforts to use AI for pro-social behavior changes and the challenges and potential risks that AI may pose. The specific aims of the paper are to explore how AI can be used in social marketing policy, strategy development, and operational delivery. We also explore what this means for future social marketing practice. We present an overview of case studies from the social marketing field and the application of AI in the past, present, and future. We examine the following key question: can these new technologies can be used to promote social good, and if so, how? Through examples from policy, strategy development, operations, and research in social marketing, we examine how AI has been used and successfully applied to improve consumer outcomes and analyze its implications for social marketing. We conclude that AI has substantial promise but also poses some challenges and has potential negative impacts on efforts to promote pro-social behavior changes. Used well, AI may enable social marketers to more rapidly assess how to modify programs of action to ensure maximum efficiency and effectiveness. We suggest future research and programs within this field.

Nudging increases take‐up of employment services: Evidence from a large field experiment

AbstractWhen people lose their job, labor market programs help them get back to work. But administrative burdens can hinder enrollment in such programs. We report results from a mixed‐method project to increase enrollment in employment services during the first 3 months of the COVID‐19 pandemic. First, we interviewed jobseekers and frontline staff to uncover administrative burdens. Second we worked with staff to co‐design a behavioral “nudge” intervention. Finally, in a large field experiment (N = 14,008), we evaluate the impact of this intervention on participation in employment services. We present two main findings. First, reducing administrative burden triples enrollment in the program within the first 30 days. Second, we test two motivational frames—one emphasizing social norms, another using checklist messaging. We find that message framing drives engagement with communications, such as email open rates and website click‐throughs. However, framing generates no statistically significant difference in enrollment rates. Our results demonstrate the potential for applied behavioral science to improve implementation of labor market policy. We also contribute to current debates about the effectiveness of nudging to increase take‐up of public services.