Marketing Promotion Research Articles

Pelatihan Digitalisasi Pemasaran Produk KWT Sejahtera Kelurahan Curup Jare

The aim of this service is to provide assistance with marketing promotions for the products of Sejatra Farmer Groups in the Curu Jare sub-district. Problems (1) Limited knowledge about technological advances also makes it difficult for the Curup Jare Women's Farmers Group (KWT) to expand the market, (2) lack of knowledge about the importance of business digitalization in the current modern era, (3) there is no online social media available. take advantage of (3) planning and implementation in the use of technology which is still limited to just updating personal status and modest business activities. A solution that can be used as an alternative is assistance with marketing methods through social media. This assistance utilizes social media such as Facebook, Instagram and YouTube to manage them. The result of this assistance is that the women's farming group can utilize technology in promoting the products they sell so that they can increase sales results. This means getting education regarding the theory of digital product marketing through effective and targeted social media. The output targets of this PkM activity are: 1) increased knowledge and skills of partners, 2) scientific publications in national journals with published status.

Sponsored Product-Based Competition and Customer Engagement: A Study of an Esports Competition in the Video Game Industry

The sponsorship of sports or entertainment events is a long-established marketing promotion technique. The goals of sponsoring these events are to generate exposure and to transfer brand equity. A more assertive type of sponsored competition is when the competition is built around the products and brands of the sponsoring firm. The number of firms using sponsored product-based competitions (SPCs) is rising. Firms invest in these competitions to create content that highlights the capabilities of their products and build committed fan bases. However, evaluating the economic value of this type of sponsorship activity is challenging due to the absence of a direct link between event viewing and subsequent product consumption. We present an empirical approach to investigate the impacts of SPC on customer engagement using esports viewing and video game consumption data. We find that sponsored competitions provide firms with substantial benefits. Specifically, the results suggest that viewing an SPC event (i.e., esports competition) reduces consumers’ time between game plays by 3.2% (i.e., increased visit frequency), increases per-visit duration by 3.5%, and boosts the paid content purchase rate by 26%. These findings are corroborated using an alternate dataset from a second esports event from the game publisher. We find that the effect of an SPC event viewing is a nonlinear function of consumer expertise and is more pronounced among customers less familiar with the video game product category. In a supplementary analysis, we also identify an educational role of SPC that may explain the observed incremental consumption. The analyses reveal that esports audiences tend to choose frequently featured game characters with superior performance during the event. In addition, we find that when event viewers play the game with these characters, their performance improves. The results have substantial implications for event sponsorship management and follow-up product promotions.

The application and challenges of artificial intelligence in the fashion and luxury industry

The concept of artificial intelligence (AI) involves the scientific and technological simulation of human intelligence, utilizing technologies such as deep learning, virtual reality, natural language processing, deep learning and more. Its core objective is to enable computers to process human- like abilities in perception, understanding, reasoning, learning, and decision-making. AI has achieved significant achievements and offers huge potential and applications across numerous areas, including the fashion and luxury industry. There, this article is to examine the application of AI technology in the fashion and luxury industry, specifically focusing on its utilization in personalized customer experience, market promotion and sales strategies, product design and innovation, as well as inventory and supply chain management. Additionally, this article aims to analyze the key existing issues and challenges brought about by these applications. This article a prospectus on the current focal points and future prospects of this research topic.

Cause-Related Marketing as Sales Promotion

This study presents the first field investigation of the sales impact of cause-related marketing promotions (CMPs) in retail settings. Whereas prior work primarily studies CMPs in simplified experimental settings, actual fast-moving consumer goods markets are considerably more complex; ergo, consumers are unlikely to consider and evaluate all brands and CMPs in detail. In this analysis based on 63 CMPs across 20 categories, the authors therefore investigate the short-term sales impact of CMPs as a function of the brand and category context in which they are executed. On average, CMPs run 11 weeks and donate 3.2% of product price, resulting in an average sales lift of 4.9% per week. The findings suggest that a necessary precondition for CMP success is that consumers notice it at the point of sale and hence have considered the CMP brand for reasons other than the CMP itself. Accordingly, the sales impact of CMP can more than double when the category assortment is smaller, the category has less price dispersion, the brand is a category leader, or the brand is priced below the category average. Brands operating in less favorable market conditions can still achieve above-average CMP impact by combining CMPs with price promotions to ensure consumer consideration.

Dynamic Analysis on Carbon Metabolism of the Northern Region of China Under the Background of Carbon Emission Trading Policy

The launch of the national carbon emissions trading market in China is a policy to carry out the Beautiful China initiative and to establish a low-carbon economic development system that promotes carbon emission and waste reduction. In order to detect the carbon metabolic processes of the pilot and nonpilot municipalities or provinces in the northern region of China， the theory of urban carbon metabolism and the methods of input-output analysis and ecological network analysis were introduced and used. The results showed that the direct carbon emissions of Beijing and Tianjin had decreased， but their embodied carbon emissions had increased since 2012. The direct and embodied carbon emissions of the pilot sectors in Beijing and Tianjin had the same trend； specifically， the emissions of the sectors of mining and washing of coal， extraction of petroleum and natural gas， and manufacture of non-metallic mineral products decreased significantly， but the sectors of production and supply of electric power and steam with high carbon emission increased. The same trend of the embodied carbon emission intensities of sectors with that of their embodied carbon emissions verified that the embodied added values were not growing with the promotion of the carbon emission trading market. Subsequently， the embodied carbon emission of the pilot sectors in all the municipalities and provinces of the northern region were all contributed mainly by the emissions embodied by a path length less than 6； therefore， it showed that more attention should be paid to the trade among sectors with a path length less than 6 and reducing their carbon emissions. Furthermore， from 2007 to 2012， products or service trading among sectors mostly concentrated on sectors within one municipality or province， and these products or services had the characteristics of low carbon emission. Since 2012， the integration development of the Beijing-Tianjin-Hebei urban agglomeration and the new regional economic patterns established in the northern region both promoted the trading across provinces and across sectors. This research is based on the background of the carbon emission trading policy and aims to build a methodology to identify the key actors and paths in a metabolic system. This could provide a scientific basis for regional policy implementation and regional long-term sustainable development.

Development and Research on Incontinence Underwear for the Elderly

Abstract This study investigates the living conditions of elderly individuals with urinary incontinence and their usage of related products to assess their actual needs, including comfort, convenience, and affordability. Based on these findings, innovative design work was conducted, involving structural design, fabric preparation, and process selection. Ultimately, through product performance evaluation and refinement, the design requirements for comfort, convenience, and affordability were achieved. This research holds significant importance in addressing urinary incontinence issues among the elderly and can be applicable to individuals with restricted access to toilets or those engaged in prolonged activities. Furthermore, the study provides a valuable reference for designing and developing functional garments that cater to practical needs. With further production and market promotion, this research outcome is expected to yield greater value and impact on a larger scale.

Digital marketing innovation: New business models for pharmaceutical and medical device product marketing.

Within the rapidly evolving healthcare landscape in Japan, digital marketing innovations are transforming pharmaceutical and medical device marketing. This study explores the emergence of new business models in the digital marketing, highlighting a transition from traditional methods to more dynamic, data-driven strategies. InsighTCROSS® is a business model that qualitatively and quantitatively examines three steps based on stratified persona images: (1) verifying the effectiveness of product marketing promotions, (2) identifying competitors from the users' perspective, and (3) developing marketing strategies to counter competition. To demonstrate the effectiveness of this model, a case study was conducted focusing on the current anticoagulant drugs, including apixaban, dabigatran, edoxaban, rivaroxaban, and warfarin. Rivaroxaban, the only drug prescribed for the prevention of thrombus and embolism formation in patients with peripheral artery disease after lower limb revascularization, garnered the most interest from interventional cardiologists performing peripheral vascular interventions, as determined by InsighTCROSS® factor analysis, confirming that the manufacturer's marketing activities have effectively penetrated the market. A survey conducted between 20 September 2023 and 3 October 2023, among members of a cardiology website, identified edoxaban as the market leader with a 39.1% share, followed by apixaban (32.7%) and rivaroxaban (16.8%). The main competitor of edoxaban was warfarin, whereas that of rivaroxaban was apixaban. Decision tree analysis was conducted using InsighTCROSS®, highlighting the strengths and weaknesses of each anticoagulant, providing strategic approaches to exploit competitive weaknesses. For edoxaban, increased use was driven by elderly and poorly adherent patients; for apixaban, high-volume percutaneous coronary intervention centers; and for rivaroxaban, the influence of medical representative detailing. It is recommended to avoid markets where these drugs have a strong presence and to focus marketing activities on leveraging their specific strengths. The findings suggest that digital marketing enhances product visibility and patient engagement, providing valuable insights into market behavior and consumer preferences.

The Role of Emotional and Aesthetic Factor of Perception in Making Customer Decisions

Due to the fact that the majority of goods and services are produced in the same technological environment, possess similar design and can hardly be distinguished by their technical characteristics and assessed by manufacturer and trade outlets in a similar way it becomes necessary to mention in trade offers certain non-price competitive advantages, i. e. to provide goods and services with brand – new emotional and aesthetic tint. Customer chooses the product using his/her feelings, emotions, mood, sympathy to the image, which is formed in according with metaphors, fixed images and cultural codes. It can be proved by our research (focus-group) that shows that 93 % of the audience rely on their feelings, mood and impressions in choosing goods, which can change even during the process of choosing and it can cancel preliminary plans and decisions. Percent ratio between mental and emotional decisions can differ depending on age, gender, character of customers, however today we cannot ignore emotional factor of customer perception in the process of market promotion of goods and services.

Research on a price prediction model for a multi-layer spot electricity market based on an intelligent learning algorithm

With the continuous promotion of the unified electricity spot market in the southern region, the formation mechanism of spot market price and its forecast will become one of the core elements for the healthy development of the market. Effective spot market price prediction, on one hand, can respond to the spot power market supply and demand relationship; on the other hand, market players can develop reasonable trading strategies based on the results of the power market price prediction. The methods adopted in this paper include: Analyzing the principle and mechanism of spot market price formation. Identifying relevant factors for electricity price prediction in the spot market. Utilizing a clustering model and Spearman’s correlation to classify diverse information on electricity prices and extracting data that aligns with the demand for electricity price prediction. Leveraging complementary ensemble empirical mode decomposition with adaptive noise (CEEMDAN) to disassemble the electricity price curve, forming a multilevel electricity price sequence. Using an XGT model to match information across different levels of the electricity price sequence. Employing the ocean trapping algorithm-optimized Bidirectional Long Short-Term Memory (MPA-CNN-BiLSTM) to forecast spot market electricity prices. Through a comparative analysis of different models, this study validates the effectiveness of the proposed MPA-CNN-BiLSTM model. The model provides valuable insights for market players, aiding in the formulation of reasonable strategies based on the market's supply and demand dynamics. The findings underscore the importance of accurate spot market price prediction in navigating the complexities of the electricity market. This research contributes to the discourse on intelligent forecasting models in electricity markets, supporting the sustainable development of the unified spot market in the southern region.

Role of Sustainability in Digital Age: Leveraging Social Media for Green Marketing Campaigns” an Empirical Study with Reference to Bangalore

The current empirical study aims to comprehensively investigate the influence of social media on achieving sustainability through the promotion of green marketing. The primary objective is to examine the association between environmental practices, discounts or promotions, recommendations from friends or influencers, personal values, and brand value, and the decision to support or purchase from a sustainable brand through social media promotion. Additionally, the study explores the perception of gender concerning the importance of various social media metrics, taking into account of both qualitative and quantitative research approaches, and simple random sampling method were adopted with sample size of 123 respondents, in context of Bangalore geographical area.

The rise of telemedicine services in Indonesia: What factors determine customers' repurchase intentions?

Telemedicine is the delivery of health care services using information and communication technology. Telemedicine services began to be widely used during the COVID-19 pandemic. With the continuous rise of telemedicine platforms, it is a solid call for companies to retain customers' purchases to maintain sustainable competitiveness. Thus, this research explores factors influencing customer decisions to repurchase services in the same telemedicine platform. This study develops a conceptual model: Sales and Marketing Promotion, E-Service Quality, and Brand Image determine repurchase intention, with E- Satisfaction and Brand Trust as intervening variables. The proposed model was tested and validated in the Halodoc case study as Indonesia's most used telemedicine service, with a 46.5% market share. The data collection uses an online survey with 195 respondents who have used Halodoc services. Structural Equation Modelling Partial Least Square is used to examine the model and test the hypothesis with the help of SmartPLS 4. The results show that variables of Sales and Marketing Promotion, E-Service Quality, and Brand Image affect E-Satisfaction and Brand Trust. Meanwhile, E-Service Quality, Brand Image, E- Satisfaction, and Brand Trust affect Repurchase Intention. In contrast, the Sales and Marketing Promotion variable requires the E-Satisfaction to intervene in Repurchase Intention. This research reveals the critical determinants of customers' repurchase intentions in telemedicine in Indonesia.

Концептуальна модель організаційного забезпечення формування стратегії інноваційного розвитку бізнес-структур

The article is devoted to the development of a theoretical model that allows to optimize the interaction of organizational elements to stimulate innovation: resources, finance, innovation, management. The purpose of the study is to develop a conceptual model of organizational support for the formation of innovative strategies by business structures in the context of globalization. The general scientific research methods used to achieve this goal include literature analysis, information synthesis, modeling, induction and deduction methods. The paper examines the essence of organizational processes, reviews business resources and defines the essence of organizational support. This definition is interpreted in the context of innovative development, which resulted in a set of data for modeling the organizational support of the innovation strategy. The novelty of the study lies in the development of a conceptual model of organizational support for the formation of a strategy for innovative development of business structures. It is an integrated approach that takes into account the need to integrate various resources and processes to stimulate innovation activity in companies. The model is based on a balanced combination of tangible and intangible assets and requires effective management of financial resources, development of innovation policy and efficient management of organizational processes. The interaction between different elements of the system is central to this model, which contributes to the generation of innovative ideas and their implementation. An innovation strategy aimed at ensuring business success considers financial resources as a key factor in supporting innovation activities. Optimization of equity capital, attraction of credit programs and cooperation with investors require flexibility in financial planning and the ability to adapt to changes in the market. The practical significance of the article lies in the fact that it provides business structures with tools and methods for the effective formation of an innovation development strategy. This helps to increase competitiveness, ensure stability and market promotion through the creation and implementation of innovative products and services.

Valuation of State Owned Companies (Based on Energy Sector)

The transition to the market orientation from the centralized economy, which started from 1990s, brought a great deal of important changes in Mongolian economy. Implementation of policies on market liberalization, promotion of free market and fair competition and privatization of state managed assets enabled the development of private sector and creation of legal entities in various forms such as privately owned companies, joint stock and state owned enterprises operating on the market. By February of 2024, there are 26 state owned companies (SOC) operating in energy sector of Mongolia, among over 100 fully or partially state owned companies that are involved in strategic sectors such as energy, mining, communications and transportation. Being fundamental to the national security and overall socio-economic stability of the country, the energy sector is necessarily considered to be developed ahead of other sectors and hence, this research is focused on the comprehensive valuation of performances for state owned energy manufacturing and transmission companies of Mongolia. Main research subjects are 26 State Owned Companies (SOC) operating in energy sector of Mongolia.

СУЩНОСТЬ СТРУКТУРНО-КОГНИТИВНОЙ МОДЕЛИ ВОСПРИЯТИЯ ВИДОВ КУЛЬТУРЫ И ИСКУССТВА ПОТРЕБИТЕЛЕМ В АРТМАРКЕТИНГЕ

It is determined that the modern approach to art presupposes successful perception and understanding due to previous, and often negative experience, movement towards moments of enlightenment, pleasure and conceptual or perceptual transformation. A person is left without the means to account for fundamental changes in artistic experience, which in turn has led to a simplified concept of perception of art itself, often divorced from the personal beliefs and identity of the consumer, limiting his ability to separate and organize perception, as well as explain and combine cognitive, emotional and evaluative criteria. Thus, it is determined that this is the whole process, during which the consumer returns to cognitive perception with a new set of expectations, which are a direct result of the perception of art. And it is the hidden emphasis on destruction, when the consumer is looking for changes before assimilating, that should provide a significant focus for artistic modeling, which will allow taking into account the specifics of the application and practical results of using the structural and cognitive model of consumer perception of art in art marketing when forming an art marketing development strategy. During the implementation of the presented scheme of the structural and cognitive model of consumer perception of art in art marketing, a significant place is occupied by the implementation of all elements of the marketing complex to fulfill all important strategic tasks for the development of the art industry and art space. For the development of the art space based on a marketing approach, it is important to define in more detail a set of measures for the marketing promotion of art objects and art events.

КОНЦЕПТУАЛЬНЫЕ ОСНОВЫ РАЗВИТИЯ ТАРГЕТИРОВАНИЯ В СИСТЕМЫ ПОЗИЦИОНИРОВАНИЯ И РЫНОЧНОГО ПРОДВИЖЕНИЯ ТОВАРНЫХ МАРОК

The issues of targeting development are especially relevant and timely for enterprises of the Donetsk People’s Republic, which actively develop, position and promote trademarks of their own and domestic production. The strategy for the development of trademarks of the Donetsk People’s Republic of its own production is a priority at the stage of integration into the economic space of the Russian Federation, which is currently being implemented on a large scale, according to the national strategic vectors of the country’s economic development. Marketing technologies in positioning create conditions for the promotion of goods and brands, while emphasizing its distinctive features, pointing to competitive advantages, creating an individual image, providing an opportunity to form a personalized approach when performing the process of positioning and promoting trademarks. The author’s vision of the terms “positioning”, “promotion”, “trademark” is systematized in order to identify common characteristics of definitions and patterns of their common points of contact. The directions of positioning development in the promotion of trademarks are visually presented, the presentation of which will allow you to see the characteristic features of the development and improvement of this marketing tool, which will be important for the further development of the conceptual foundations for the development of targeting in the positioning system and market promotion of trademarks.

СОБСТВЕННЫЕ КАНАЛЫ КОММУНИКАЦИИ КАК СПОСОБ ПРОДВИЖЕНИЯ ТОРГОВОЙ ОРГАНИЗАЦИИ

The article discusses one of the important areas of marketing work within a trade organization – communication with the consumer. It is emphasized that interaction with the target audience through its own communication channels helps to achieve many management goals facing a modern trade organization. The Russian retail sector is growing rapidly, new forms are emerging, and various sales channels are developing. The high level of market competition encourages trade organizations to actively use marketing promotion tools that generate customer interest and loyalty. The transformational processes of the business environment are closely related to the intensive development of e-commerce. Accordingly, communication channels in the Internet space have recently become the most extensive in terms of coverage, while the website of the trade organization and its presence on social networks play a special role. The main goals that a trade organization usually sets when communicating with consumers or the entire target audience are to provide information about the brand, form customer loyalty, inform about a product, service, promotion, special project, etc., effectively “rebuild” from competitors, stimulate customer demand, process objections, collect data for analytical work, etc. In order to effectively interact with customers through their own communication channels, it is necessary to think through a content strategy. Content strategy is the most important element of a trade organization’s competitive presence on social networks, which means that the quality of its development directly affects the results that communication in this channel brings. An effective content strategy provides for the following mandatory elements: a communication message (an idea that should remain in the audience’s memory after interaction), an archetype (a visual image reflecting the style of communication), a rubricator (defines the types of content used), as well as key performance indicators. A well-built mechanism of interaction with the customer audience through its own communication channels contributes to the active promotion of a trade organization in the modern commodity market.

Research on the influence of IP co-branding on consumers’ purchase intention -- mediated by consumers’ perceived value

With the improvement of China’s living standards and the development of digital economy, consumers are not only pursuing simple material consumption, but also need to obtain psychological and spiritual needs of consumption. The marketing promotion model of co-branded cooperation between enterprises and IP has gradually developed and expanded while meeting the needs of consumers and has become a new way of win-win cooperation between enterprises. This paper aims to explore the connection between client buying intentions and their perception of the value of IP co-branded items. This paper collects sample data through network questionnaire survey and utilizes the statistical tool SPSS to verify and validate the info. The findings showcase that IP co-branded items boost client buying decision indirectly through how they view worth. Moreover, co-branded IP goods enhance client impressions of worth, which in turn boosts buyer intentions. Theoretically, this article presents the content of the research for elements changing consumer opinions regarding worth and plans to shop and provides reference value and enlightenment for enterprises in business cooperation.

Analyzing the Advantages and Disadvantages of Film Aesthetics and Background Analysis

Based on the deep-rooted class gap in South Korea, “Parasite” is one of the most influential films in the history of Korean cinema. This study will analyze and appreciate the audio-visual language, shooting techniques, skills, and other aspects of the film. Based on its sustained market promotion, it will analyze this cultural product’s comprehensive impact on Korean audiences’ awareness and the image of Eastern culture. Despite the bold plot creation and advanced aesthetics of ‘Parasite’, the distance between its character setting and reality still needs to be improved. The author believes that the character set is in line with the personality of real-life characters and is more conducive to bridging the gap between the film and the audience. The film criticizes the inequality of social class disparities, showcases cruel reality, and warns people that the author believes movies can shape more realistic Eastern character images and improve the overly simplistic setting of the poor.

Development of a Marketing Strategy for Positioning a Russian Wine Company on the International Market

The article addresses the issues of increasing recognition and forming a positive consumer experience of domestic winemaking products in the international market. Today, the grape-growing and winemaking market is characterized by high levels of competition, which justifies the need for adopting an optimal strategy to position products in both domestic and foreign markets. In the field of winemaking, Russian enterprises are not international leaders. However, the increase in domestic production volume and the development of competition within the country create promising opportunities for marketing wine and grape processing products beyond the borders of the state in international markets. Identifying problems at the enterprise and industry levels in winemaking allows companies to develop competitive strategies in wine production technology, market promotion, packaging and labeling, as well as customer engagement in a unified value chain with end consumers.

Retracted: Study on Deep Learning Technology to Construct E-Commerce Industry Marketing Promotion Model

Retracted: Study on Deep Learning Technology to Construct E-Commerce Industry Marketing Promotion Model