Marketing Strategies For Promotion Research Articles

Social media vlogs and e-wom on man-made tourism destination: Insights from Indonesia

The use of social media Vlogs and WOM has not been thoroughly researched to stimu-late the intention to visit tourist destinations, especially man-made destinations. Howev-er, social media is currently an effective promotion and branding tool. The purpose of this study is to test whether e-WOM and social media vlogs have an impact on interest in visiting tourist destinations, whether social media vlogs have an impact on e-WOM, and whether e-WOM can be a moderating variable. The object of research is tourists who have visited man-made destinations in Indonesia, with a total of 414 respondents. Data collection is done through an online survey using Google Forms. Structural Equation Modeling (SEM) was used to analyze all hypotheses using SmartPLS 4.0 statistical software. The findings showed that social media vlogs and eWOM effectively drive in-tention to visit artificial tourism destinations, with eWOM positively moderating the relationship between social media vlogs and intention to visit. These results make a sig-nificant contribution to tourism theory and practice in formulating the most appropriate marketing promotion strategy for man-made tourism destinations today.

Do virtual endorsers have a country-of-origin effect? From the perspective of congruent explanations

More and more companies are using virtual endorsers (VEs) for digital marketing and promotion. However, it is unclear whether there is a country-of-origin (COO) effect for VEs. Based on theories related to congruent explanations and four experiments (n = 550 in total), this study found that, first, consumers' willingness to pay for products endorsed by VEs from a different COO does not differ significantly when the COO of the product is not considered. Second, when the COO of both the VE and the product is considered, people's willingness to pay increases significantly when the two COOs are consistent; when they are inconsistent, the effect of domestic VE endorsing foreign products is greater than that of foreign VE endorsing domestic products. Third, the effect of VE–product COO consistency on consumers' willingness to pay is significantly weaker when a less human-like VE is adopted. Finally, the effect of VE–product COO consistency on consumer willingness to pay is mediated first through the parallel mediation of perceived VE image and product value, and then through the sequential mediation of product attitude. This study has important theoretical and practical implications for companies as they design VEs, grasp target markets and develop individualised marketing promotion strategies.

A Case Study on the Application of New Media Technology and Market Expansion of Rural Enterprises in Central China

New media has become a critical marketing method in modern times and plays a vital role in rural China's market expansion and development. Currently, the sales of agricultural products by Chinese rural enterprises have become an indispensable part of agricultural product marketing. In the face of fierce market competition, these companies must focus on building agricultural product brands to enhance market competitiveness continuously. However, under the influence of traditional economic concepts and production models, enterprises in some rural areas of China still need to understand brand building, which limits the effective use of new media and results in certain constraints on marketing agricultural products. Therefore, this article aims to conduct an in-depth study of how rural enterprises use new media technology to highlight their products' unique features and advantages by formulating effective marketing promotion strategies.In the face of fierce market competition, rural enterprises need to use creative marketing methods to increase the visibility and recognition of their products. To this end, researchers have proposed marketing promotion strategies through new media technology. In the process of brand building, this article emphasizes the combination of product characteristics and local culture to ensure that the brand image is more in line with the tastes and needs of local consumers. Through innovative designs of brand logos, slogans, etc., rural enterprises are expected to stand out in the market and enhance their competitiveness in new media marketing. Ultimately, this article aims to provide compelling new media marketing strategies for rural enterprises to promote the upgrade of their brand image and improve the market competitiveness of agricultural product sales.

Upaya Meningkatkan Pengurangan Limbah Minyak Goreng Menjadi Produk UMKM Lilin Aromaterapi Sebagai Ide Kreatif Kampung Mojo RW.10 RT.02 Kota Surabaya

Recycling is the processing of waste or remaining waste products into new products that can be used appropriately again with one of the goals being to preserve the environment. This community service is carried out by selecting household waste objects in the form of utilizing cooking oil waste into a useful material that will reduce the negative impact of used cooking waste. The public's lack of understanding and knowledge about how to process these remaining materials, turns used objects into less useful items so that many are thrown away and not used and can also reduce plastic waste. The use of smartphones presents a great opportunity to promote products through social media. In this research, a digital marketing promotion strategy was implemented through social applications. This service activity will discuss one of the business opportunities that can be done on a home scale with opportunities that are quite promising at the moment, namely the use of used cooking oil as raw material for aromatherapy candles. By implementing the right marketing strategy, it can help reach a wider consumer market so that new potential consumers come in who are willing to visit the stand and buy the product. By designing attractive digital promotions, the brand appearance of the product will also be more easily recognized by the public. Strategies that can be carried out by MSMEs Keywords: used cooking oil, SMEs, aromatherapy candles,

Marketing Promotion Strategies of Natural Health Products and Health Outcomes of Public Transport Passengers in Cameroon

Marketing Promotion Strategies of Natural Health Products and Health Outcomes of Public Transport Passengers in Cameroon

Marketing Promotion Strategy for the Dental and Mouth Special Hospital, Faculty of Dentistry, University of Indonesia in the Adaptation to the New Normal Habits

Dentists are a profession that has a high risk of contracting Covid-19 in providing dental health services. Concerns about contracting Covid-19 from dentistry are not only felt by dentists, but also by patients. This can be seen from the decline in the number of visits to the Dental and Mouth Special Hospital, Faculty of Dentistry, University of Indonesia (RSKGM FKG UI) since reopening services in June 2020. Therefore, this study aims to analyse the marketing promotion strategy of RSKGM FKG UI during this period, adapting new habits in order to rebuild patient confidence to seek treatment at a dentist without worrying about contracting Covid-19 and still choosing RSKGM FKG UI as their health service provider. This research method is descriptive qualitative with triangulation method techniques. The results of this study state that direct marketing methods to patients, marketing through social media, combination of space, launched a practice management book during the Covid-19 pandemic, and application of health protocols can increase patient visits again during the adaptation period of the new Covid-19 pandemic habits.
 
 Keywords: Direct Marketing, Health Protocols, New Habits, Promotion Strategies

Dollar or percentage? The effect of reward presentation on referral likelihood

PurposeAddressing the significant differences between referral programs and traditional promotional marketing, this paper aims to investigate and examine the impact of how reward-related information is presented within referral programs and how it interacts with reward size and reward allocation.Design/methodology/approachThis study adopts framing effect and equity theory to build the relationship between reward presentation, reward size and reward allocation. Then, two scenario-based experimental studies are designed and conducted on Amazon Mechanical Turk.FindingsThe results show that there is no direct impact of reward presentation on referral likelihood, while the effect relies on reward size. As the levels of reward size increase, the referral likelihood gradually shifts from percentage form to dollar form as perceived size mediates the interaction effect on referral likelihood. Further, adding information about reward allocation also indicate the different impacts of equity and inequity on influencing the above findings.Originality/valueThe study contributes to the literature by introducing reward presentation and emphasizes its impact on individual’s behavior decisions in the context of referral programs. This study extends and broadens the scope and effectiveness of the framing effect on traditional promotional marketing strategies, while also bridging the gap in the literature by examining the combined role of information about rewards.

Preparation of ovarian fluid (caviar sol) of sturgeons for the use as physiological and functional ingredients in new generation food products

The development of the modern market for food functional ingredients involves the search for new raw materials, increasing efficiency and developing innovative technological processes for their production and introduction into fortified products, and the development of marketing promotion strategies. Considering this, we have conducted the research to assess physical, chemical and technological properties of secondary resources for the production of black caviar of sturgeon fish grown in the conditions of sturgeon farms in the Krasnodar Territory. It has been shown that ovarian fluid (caviar sol) has a high biological value, which is confirmed by the presence of all essential amino acids in caviar proteins. Caviar sol also contains a complex of basic macro- and micronutrients. The results obtained confirm that this product is a physiologically functional ingredient for the production of new generation food products. A technology has been developed for disinfecting caviar sol to increase its shelf life and of the products obtained from it. The processing of ovarian fluid (caviar sol) in the anode zone during electrolysis of an aqueous solution of table salt was carried out followed by its placement in the structure of a multiple emulsion sauce. Analysis of microbiological indicators has indicated that the processing of caviar sol and the production of sauce in the form of a multiple emulsion makes it possible to ensure microbiological indicators of the finished product that meet the requirements of TR CU 021/2011.

Perancangan Promosi Video Marketing pada PT. Midi Utama Indonesia Branch Medan

In an era that continues to develop in the digital world, marketing has become an important component in achieving global business success. With technological developments and changes in consumer behavior, marketing strategies continue to experience innovation. One of the biggest innovations in recent years is the use of promotions through video marketing. Promotion through video marketing has become an integral part of companies' efforts to increase their brand awareness, interact with a wider audience, and achieve success in an increasingly competitive business environment. In the midst of increasingly fierce competition, PT. Midi Utama Indonesia Medan Branch, a company operating in the field of (company business specifications), made major changes in its marketing strategy by utilizing promotions through video marketing. This research uses a qualitative method with a descriptive approach. So in this research the researcher will conduct an in-depth review of the planning and implementation of video marketing promotion strategies that have been implemented by PT. Midi Utama Indonesia Medan Branch. Researchers will also explore the main steps in the planning, production and promotion process of marketing videos.

Analyzing the Impact of Different Marketing Approaches on Consumers' Online Shopping Preference

With the development of the Internet, online shopping has become increasingly important and widespread in people's daily lives. The marketing methods used by merchants in online shopping have gradually attracted the attention of scholars and research. However, consumers know little about the marketing strategies and merchants are not sure which of these marketing strategies they prefer. This paper is based on the background of the times, firstly, the research and summary of the relevant literature to understand the types and outlines of marketing strategies, based on this research method of interview collection, the collection of interview texts and analysis of the texts, the study of the impact of different marketing strategies on consumer preferences, with the intention of research to test the hypothesis proposed in the text. After analyzing the interview texts, the following conclusions were drawn: 1. Product marketing strategy positively impacts consumer choice preferences; 2. Price marketing strategy has a positive impact on consumer choice preferences; 3. Channel marketing strategy has a positive impact on consumer choice preferences; 4. Promotional marketing strategy has a positive impact on consumer choice preferences; 5. Consumers tend to prefer promotional marketing strategies. Based on this, this paper gives suggestions that merchants should choose promotional marketing strategies first and mix other marketing strategies to achieve better results in online marketing.

Social Media Marketing Influencer: Literature Review on Promotional Strategies Using the Influence of Social Media Celebrities

Social media marketing influencer is one of the digital marketing promotion strategies that is known to be very effective in approaching consumers. This research is a literature review study that aims to discuss more deeply about social media marketing by using celebrity influencers as their online marketing communication in approaching potential consumers. Researchers take international articles from the data base of publishers Elsevier, Scopus and emerald that are in accordance with the study studied. From the articles that researchers have obtained, reviews are carried out to take important points about influencer social media marketing information. The result of this study is that promotional strategies that use celebrity influencer social media marketing are known to be more influential than other celebrities, because consumers feel more intense and feel close to the daily activities of celebrity influencers on social media. This research contributes as one of the literatures that discusses the study of digital marketing in social media and is expected to be a reference for readers and other researchers who want to examine the study of the same phenomenon regarding digital marketing promotion strategies using social media influencers.

Influences of mental accounting on consumption decisions: asymmetric effect of a scarcity mindset.

A scarcity mindset is considered to impact consumer behaviors. Our research aimed to examine the moderating effect of the scarcity mindset on the relationship between mental accounting and hedonic (vs. utilitarian) consumption. We conducted an online experimental design (mental accounting: windfall gains vs. hard-earning gains; consumption: hedonic products vs. utilitarian products) and verified our hypotheses in two distinct samples: a student sample and an adult sample. Our results showed that consumers who received windfall gains tended to use it for hedonic consumption rather than utilitarian consumption. Intriguingly, such an effect was insignificant under a high level of a scarcity mindset but significant under a low level of the scarcity mindset. Moreover, consumers who received hard-earning gains tended to spend the money on utilitarian (vs. hedonic) consumption. However, we did not detect the impact of the scarcity mindset on such effects. Our research suggested an asymmetric effect of the scarcity mindset on hedonic (vs. utilitarian) consumption under two different mental accounts. It highlights the important role of the scarcity mindset in consumer behaviors, which leaves avenues for future research to understand marketing promotion strategies for distinct products.

The Development of a Creative Program for Digitizing the Potential of Tourism Villages through Sport Tourism in Singkarak Lake, Solok Regency

Increasing the number of tourist visits to a destination is an indicator of the success of an effective marketing promotion strategy. The selection of an effective marketing promotion strategy that is in accordance with market trends is an absolute must. One of the effective media in the promotion of destination marketing is to use digital marketing media and sport tourism. Lake Singkarak is one of the villages that makes tourism as one of the sectors driving the economy of its people. Lake Singkarak has considerable potential including cultural tourism, nature tourism and educational tourism. Lake Singkarak has a weakness in terms of marketing promotion, so that the increase in the number of visits is not significant.Community service programs are expected to be the solution. Activities carried out are village tourism workshops, and interesting sport tourism to be able to travel on Lake Singkarak.

Promoting Sustainable Tourist Behavior through Promotional Marketing

This study aims to investigate the current state of Bhaktapur, Nepal, as a tourist destination and how promotional marketing strategies can be used to increase the number of tourists visiting the area. The research uses the AIDA model to analyze Bhaktapur's promotional marketing as a tourist destination. 282 tourists were surveyed through the Kobo Toolbox app to gather information about their demographics and travel profiles. The data was analyzed using SPSS and SEM to find variations in groups and predict the impact of promotional marketing on sustainable tourism demand in Bhaktapur. The findings indicate that utilizing a range of promotional marketing strategies, such as social media, and targeting different demographic groups can be effective in attracting tourists and highlight the significance of tourism as a key source of foreign exchange revenue for Nepal and suggests that promoting Bhaktapur as a tourist destination can contribute to the country's economic growth. This study contributes to the rising interest in determining the Internet's significance as a commercial tool in the tourist industry. Internet is currently the primary method for hotels and other service-based enterprises to communicate with their clients. Thus, this study aims to fill a vacuum in the literature by demonstrating how to leverage the Internet and social media as part of a marketing strategy to build a sustained demand among visitors concerned with social concerns and the environment.

The Effect of Marketing Promotion Strategy in Political Campaigns: A case Study for the Region of Attica.

This research aims to analyze the political marketing strategy used in Greek regional elections of 2019 by candidate mayors, in the case of the region of Attica. Using advance methods of multivariate analysis such as Cluster analysis, Multiple Correspondence analysis and Principal component analysis we search for the strategy patterns used in terms of selecting promotion tools, prioritizing issues on the political agenda, and focusing on the candidate or the party. The analysis investigates the profiles of the candidates with reference to the above political marketing strategies and the connection to their political characteristics. Furthermore, the detected profiles and strategies are analyzed regarding their effect on the probability to be elected. (250 words max)
 
 EL Classifications: C38, D72, M31.
 Key words: Political Marketing; Political Analysis; Quantitative Methods; Municipal Elections; Political Campaigns

Research on Integrated Marketing Strategy of Domestic E-Commerce PlatformsTaking Pinduoduo as an Example

The arrival of the current Internet wave has made many Internet companies rise from the ground. With the help of the current great form, the Internet industry has developed rapidly, and China's e-commerce industry has also begun to move to a new height. But if an enterprise wants to develop long-term in the fierce competition, good integrated marketing is the key to its survival. Integrated marketing has also become the focus of attention of various e-commerce platforms in recent years. This paper takes the Pinduoduo e-commerce platform, which has good development momentum, as the research object. First, it expounds its current research status, purpose, significance and method. Relevant information and the current status of Pinduoduos integrated marketing, analyze its current problems from multiple dimensions, and finally put forward corresponding integrated marketing promotion strategies for the challenges in the current market, providing a little insight for the development of Chinas e-commerce platform.

Who are the Best Adopters? User Selection Model for Free Trial Item Promotion

With the increasingly fierce market competition, the free trial has been widely applied as an effective incentive strategy to attract users and promote products. By providing opportunities to experience goods without charge, a free trial offers adopters more direct contact with the products and thus raises their willingness to buy. However, as the key point in the promotion process, how to select proper adopters is rarely explored. Empirically winnowing users by their static demographic attributes is feasible but less effective due to the lack of consideration of personalized demands. In this work, we propose SMILE – a tailored free trial user selection model for finding the best adopters promptly. Based on the reinforcement learning (RL) technique, SMILE can consider long-run profits and rely on user-item interactions to suggest actions. Besides, since selecting adopters from the large user candidates set is time-consuming, we design a balanced tree structure that reformulates the user action space. The experimental analysis on three datasets demonstrates the proposed model's superiority and elucidates why reinforcement learning and tree structure can improve performance. Our study shows technical feasibility of constructing a more robust and intelligent user selection model and guides for investigating more marketing promotion strategies.

Sosialisasi Strategi Pemasaran Modern Bagi Pelaku Usaha Kecil Menengah Produk Makanan Berbahan Dasar Singkong di Kelurahan Blooto Kota Mojokerto

The abundance of crops, especially cassava in the Blooto sub-district, has made many people sell processed food products made from cassava. However, due to a lack of information about marketing strategies, SMEs products from the Blooto sub-district can only be sold in the local market. Even then, they must compete with products from outside which are the result of large-scale industrial factories with well-known brands. This community service report tries to provide the best solution on modern digital marketing promotion strategies by utilizing social media to help SMEs market their products so they can penetrate regional, national and even foreign markets. Of course this is also balanced with attractive product innovations as well as support from the government as regulatory policy makers.

NEW STUDENT CLUSTERIZATION BASED ON NEW STUDENT ADMISSION USING DATA MINING METHOD

The process of admitting new students to the Faculty of Information Technology (FTI) at Universitas Budi Luhur produces a large amount of student data in the form of student profile data and other data. This happens causing a buildup of new student data, thus affecting the search for information on that data. This study aims to classify regular undergraduate admissions data at the Faculty of Information Technology (FTI) Universitas Budi Luhur by utilizing the data mining process using the clustering technique. The algorithm used for clustering is the K-Means algorithm. K-Means is a non-hierarchical clustering data method that can group student data into several clusters based on the similarity of the data, so that student data with the same characteristics is grouped in one cluster and those with different characteristics are grouped in another cluster. An implementation using RapidMiner is used to help find accurate values. This research produced a description of what clusters were formed from data on regular undergraduate admissions at the Faculty of Information Technology (FTI) at Universitas Budi Luhur. This will help recommend decision-making to determine the marketing promotion strategy for each study program at Universitas Budi Luhur. Based on the results of the K-Means algorithm cluster, it can also be seen which majors or study programs are of interest in each school from which new students come.

How TikTok is Affecting Youth: Positive and Negative Effect on Behaviour

Short video industry has been on the fire after the invention of an application of social software called ‘TikTok’. This application went viral starting from September 2016. TikTok was widely used by multi-level of ages and background. For some, users used TikTok for entertainment, business purpose and marketing promotion strategy. Instead, out of positive function and affect, there must be the vice versa about TikTok. This study is about to highlight the effect of TikTok on youth in the positive and negative sides. This research method carried by having an investigation and reading on previous study to collect the specific data and to make a conclusion about the topic of study. In conclusion, TikTok application indeed giving positive and negative impact on youth depends on their aim for using TikTok.