Marketing Tactics Research Articles

The Perceptions of Overweight and Obese Individuals Regarding Weight-Loss Dietary Supplement Advertisements: A Pilot Cross-Sectional Survey

Introduction: The negative health consequences of overweight and obesity underscore the importance of weight loss in mitigating these issues. Weight-loss dietary supplements (DS) are highly sought-after by overweight or obese individuals, with widespread advertisements promoting their use. This study aimed to investigate the perceptions of overweight and obese individuals regarding weight-loss DS advertisements. Methods: Over a six-week period from 5th April to 17th May 2023, an online pilot cross-sectional study was conducted targeting overweight and obese individuals in Malaysia. The study utilized a convenience sampling method to recruit participants. Results: Of the 146 participants, most were female (82.9%), 53.4% were overweight, and 46.6% were obese. Most respondents believed that weight-loss DS advertisements often contained exaggerated, unverified, and misleading information. Nearly 90% acknowledged that exaggerated advertisement claims might influence consumers, and about 85% believed that people are influenced to buy frequently advertised weight-loss DS. Despite these perceptions, about 40% reported purchasing a weight-loss DS after seeing such a product in an advertisement, while less than 50% of those who purchased weight-loss DS sought information from healthcare professionals. Conclusion: The study found that almost 40% of the respondents had purchased a weight-loss DS after seeing such products being advertised. Individuals with higher income, married people, and older respondents appeared more likely to purchase a weight-loss DS. These findings underscore the necessity for stricter regulatory frameworks and comprehensive consumer education initiatives to protect consumers from misleading information and unethical marketing tactics within the weight-loss DS industry. Implementing targeted public health interventions could further safeguard consumers from the risks associated with exaggerated product claims.

E-Cigarettes in Children and Adolescents: The Snake in the Grass

E-cigarettes, once touted as a safer alternative to traditional cigarettes for adult smokers, have rapidly gained popularity among a younger demographic - children and adolescents. The allure of sleek designs, enticing flavors, and perceived social acceptance has made these electronic devices like a snake in the grass, silently creeping into the hands of youth across the globe. However, this burgeoning trend comes with a host of concerning implications, from the potential health risks associated with vaping at a young age to the insidious marketing tactics employed to target this vulnerable population.

Xiaomi: An Analysis of Market Strategy under the High Cost-Performance Ratio

Abstract: Xiaomi Corporation, which was established in 2010 in Beijing, is well-known for its smartphones along with other smart hardware as well as IoT devices. It is the second-largest manufacturer of smartphones in the world, behind Samsung, with a market share of about 12%, most of which run on the MIUI (now HyperOS) operating system. It mainly focuses on providing products that are of excellent quality and performance but still maintain affordability which attracts customers from around the world. This research delves into Xiaomi's adaptive marketing tactics as a reaction to evolving market dynamics and changing consumer demands, and examines Xiaomis market plan by looking at three clear instances. The first is how Xiaomi keeps its strong position in the smartphone market by bringing out improved models every year with a steady price tag. This helps to maintain their image of being very good value for money. Second, the choice of the company to put $300,000 for three years into remaking its logo with Japanese designer Kenya Hara. This highlights how redesigning has a strategic effect on brand image and worldwide identification. Thirdly, this study talks about Xiaomis start in the car industry when it introduced the first car model called Xiaomi SU7 in month April. It shows a major shift from making only smartphones to also producing electric cars.

Unlocking digital marketing’s potential in the agricultural sector: A literature review

Success in the business and marketing worlds depends on having a pulse of the market. Digital marketing emerged as a result of the revolution in marketing brought about by the development of digital technologies. In order to reveal the trends and secrets of this rapidly evolving industry, I carried out a poll called the “Digital Marketing Survey in the field of Agriculture” which helps us to find out the depths of digital marketing with the goal of understanding the opinion of user experience, digital India, Human Resources, and Consumer Feedback. I actively engaged a range of individuals in order to obtain insightful data that would help me to improve digital marketing tactics in Agriculture.

Unveiling the Influences: Self-Esteem and Peer Impact on Luxury Consumption Among Consumers

In order to examine the impacts of peer influence and self-esteem on luxury consumption. This research employed online and offline questionnaire to gather customer self-esteem degrees, personality characteristics, along with conspicuous consumption behaviors. The information and data were construed through one-way analysis of variance (ANOVA) and multiple regression analysis. Accordingly, it was indicated that customers with higher degrees of self-esteem showed firmer willingness and action in luxury purchase intentions, and peer influence remarkably impacted their conspicuous consumption. In brief, self-esteem and peer influence are both key players in luxury consumption.Researches have revealed that consumers buy articles of luxury, in an attempt to satisfy the demands for materials and improve their self-worth and social positions. Luxury consumption is prominently impacted by collective self-esteem, since consumers believe that when they purchase luxury goods, their social position and personal image will improve. Moreover, peer correlations exert a highly important effect on young customers, which is deeply intensified by social media and celebrity effects.According to the findings, luxury brands need to take into consideration these points with regard to developing marketing tactics: for starters, meeting the demands of customers with discrepant degrees of self-esteem through individualized marketing tactics, with a focus on the product uniqueness and brand recognition. Secondly, through the transmission of brand stories and values, enhance emotional connections among consumers. Finally, leverage the influence of social media and opinion leaders to attract and retain young consumers. Through these strategies, luxury brands can better meet consumer needs and enhance market competitiveness.

Business Analysis: A Strategic Analysis of the Success of Nike Marketing Techniques Based on 4P Marketing Theory

This paper employs the 4P marketing theory (4P) to analyze the successful strategies used by Nike in its marketing tactics, as well as the challenges and opportunities that Nike may encounter in its future development. By analyzing the various marketing strategies employed by Nike in the four areas of product, promotion, price, and place, it is possible to gain insight into how Nike has been able to enhance brand awareness and recognition, as well as the emotional resonance of consumers towards the brand. Nike has achieved considerable success in these four areas. Moreover, this paper will investigate the future challenges and opportunities that Nike may face. It will address the question of how Nike can most effectively address the challenges it currently faces and capitalize on potential future opportunities. This is the most pressing issue for Nike. This paper presents a comprehensive analysis of Nike's strategies for maintaining its leading position in the global sports brands market. It demonstrates how Nike's meticulous planning and comprehensive operations have enabled it to achieve this position.

I Know I Am Ugly, but Please Listen to My Story First: An Examination of How Storytelling Can Impact Consumers' Valuation of Unattractive Produce

ABSTRACTIn a world where food insecurity and food waste paradoxically coexist, the rejection of aesthetically imperfect yet edible produce significantly contributes to food waste. This study examines the application of compelling storytelling to alter consumer perceptions and behaviors toward unattractive produce, a perspective largely overlooked in sustainability research. We address this gap by exploring how storytelling can mitigate cognitive biases against such produce, thereby enhancing consumer acceptance through improved perceived taste. In Study 1, we examine the effect of unattractive produce on produce valuation and the mediation of perceived taste. In Study 2, we investigate the moderating role of storytelling in enhancing consumers' perceived taste of unattractive food. Through two experimental studies, we confirm that combining storytelling with marketing tactics, such as coupons, significantly increases consumers' consumption of unattractive produce. We recommend retailers utilize storytelling in marketing unattractive produce to optimize marketing effectiveness and promote sustainable food consumption. Our findings advance storytelling, visual marketing, and unattractive produce literature and offer practical insights for reducing food waste, contributing to sustainability efforts and social welfare. By employing a storytelling strategy, we support social good by encouraging the consumption of “ugly” produce.

Consumer Perception of Environmental Protection to Promote Mindful Consumption Behaviour through Mindfulness and Ascription of Responsibility

The fast fashion business under fire for its detrimental effects on the environment, and the economy. A lot of companies are taking ethical marketing tactics to urge consumers to be more responsible and conscious while making purchases. Study measure the impact of consumer ethical marketing perception environmental protection on mindful consumption through mindfulness and ascription of responsibility. Quantitative cross-sectional survey approach used. Test model used 321 final responses. Variance-based partial least squares structural equation modeling (PLS-SEM) was employed to examine the survey data. The outcomes indicated that fostering a mindful consumption behavior marketing tactics can play significant role. Consumer perception of environmental protection strategies can enhance the consumer responsibilities and their mindful mindset. Which ultimately influence their behavior. The research offers insightful information on ethical marketing tactics that local markets may use to promote mindful behavior and to support sustainable policies and practices in the fashion industry.

Analyzing The Impact of Online Marketing on Students' Purchase Decisions on Shopee E-Commerce in Tasikmalaya, Indonesia

The study was driven by the growing trend of online shopping among students and the need to understand how digital marketing strategies impact their purchasing decisions on e-commerce platforms like Shopee. This research aims to evaluate the influence of online marketing on the purchasing decisions of students at STIE Latifah Mubarokiyah Suryalaya, in Tasikmalaya, Indonesia, specifically using the Shopee platform. Online marketing facilitates the transaction of goods and services via the Internet, providing the convenience of shopping without time and space constraints and allowing consumers to select products based on their preferences. The study employs a descriptive quantitative approach, involving 77 respondents selected through purposive random sampling. Data collection includes both primary and secondary sources, which are analyzed using simple regression, correlation analysis, determination analysis, and hypothesis testing. The findings reveal that online marketing strategies significantly influence students' purchasing behaviour on e-commerce platforms, with a correlation coefficient of 0.694 and a determination coefficient of 48.1%. This indicates that nearly half of the variability in student purchase decisions can be attributed to online marketing strategies. Moreover, the study offers new insights into how specific online marketing tactics, such as targeted advertisements and social media promotions, uniquely influence student preferences and purchasing patterns. These findings highlight the importance of personalized marketing approaches in shaping consumer behaviour. The study also suggests that further research should explore additional factors influencing consumer behaviour in e-commerce to achieve a more comprehensive understanding.

Review of farmer-centered AI systems technologies in livestock operations

Abstract The assessment of livestock welfare aids in keeping an eye on the health, physiology, and environment of the animals in order to prevent deterioration, detect injuries, stress, and sustain productivity. Because it puts more consumer pressure on farming industries to change how animals are treated to make them more humane, it has also grown to be a significant marketing tactic. Common visual welfare procedures followed by experts and vets could be expensive, subjective, and need specialized staff. Recent developments in artificial intelligence (AI) integrated with farmers’ expertise have aided in the creation of novel and cutting-edge livestock biometrics technologies that extract important physiological data linked to animal welfare. A thorough examination of physiological, behavioral, and health variables highlights AI's ability to provide accurate, rapid, and impartial assessments. Farmer-focused strategy: an emphasis on the crucial role that farmers play in the skillful adoption and prudent application of AI and sensor technologies, as well as conversations about developing logical, practical, and affordable solutions that are specific to the needs of farmers.

TechMark: a framework for the development, engagement, and motivation of software teams in IT organizations based on gamification.

In today's fast-moving world of information technology (IT), software professionals are crucial for a company's success. However, they frequently experience low motivation as a result of competitive pressures, unclear incentives, and communication gaps. This underscores the critical need to handle these internal marketing challenges such as employee motivation, development, and engagement in IT organizations. Internal marketing practices aiming at attracting, engaging, and inspiring employees to use excellent services have become increasingly important. Internal marketing is attracting, engaging, and motivating employees as internal customers to utilize their quality services. Gamification has emerged as a significant trend over recent years. Despite the expanding use of gamification in the workplace, there is still a lack of focus on internal marketing tactics that incorporate gamification approaches. Thus, addressing the challenges related to employee motivation, development, and engagement is crucial. Therefore, as a principal contribution, this research presents a comprehensive framework designed to implement gamified solutions for software teams of IT organizations. This framework has been tailored to effectively address the challenges posed by internal marketing by optimizing motivation, development, and engagement. Moreover, the framework is applied to design and implement a gamified work portal (GWP) through a systematic process, including the design of low-fidelity and high-fidelity prototypes. Additionally, the GWP is validated through a quasi-experiment involving IT professionals from different IT organizations to authenticate the effectiveness of framework. Finally, the outclass results obtained by the gamification-based GWP highlight the effectiveness of the proposed gamification approach in enhancing development, motivation, and engagement while fostering ongoing knowledge of the employees.

Breaking chains of tobacco: empowering African American churches in West Virginia for a healthier future.

Across West Virginia, tobacco use continues to be a significant public health challenge. Specifically, tobacco use is linked to high poverty across the state and disproportionately affects African Americans. A faith-based tobacco prevention network was formed to address these concerns and increase education and cessation. The West Virginia African American Tobacco Prevention Network (WVAATPN) was formed in 2021 and since then has expanded its reach across the state, involving 22 congregations. The Network's model includes annual training for lay leaders on various tobacco-related topics, tailored educational curriculum for congregations, and collaboration with national experts to enhance program efficacy. The Network has run educational and cessation workshops and promoted events such as No Menthol Sunday. Workshops have yielded positive outcomes among participants, including increased awareness of tobacco marketing tactics, higher cessation rates, and improved understanding of the health impacts of tobacco. The WVAATPN continues to expand its reach and effectiveness by advocating for policy change, enhancing community engagement, and fostering partnerships to combat tobacco-related disparities in West Virginia's African American communities.

Examining the Influence of Digital Media Marketing on Consumer Purchase Intentions

Digital marketing tactics, such as social media advertisements and online promotions, have an impact on customers' propensity to make purchases, influencing their purchasing decisions and behaviors. The effect of digital media marketing on consumers' intentions to purchase, is the term used to describe this phenomenon. Digital media marketing tactics have a problem that they can't take into consideration the variety of customer behaviors, which could result in generalized findings that are not applicable to certain market personal preferences. Randomly collected 180 participants for this study to find the impact of digital media marketing on customer buying intentions, and randomly questionnaires were collected. There are some factors depicted in this study that Consumer Purchase Intension (CPI) is a dependent variable, and independent variables such as Perceived Relevance (PR), Frequency of Exposure (FE), Content Quality (CQ), Platform Trust (PT), and Social Proof (SP). Digital media marketing's effect on consumers' ability to make purchases is investigated using statistical analysis using PLS-SEM, CFA, reliability, and Cronbach's alpha. The results of this investigation indicate a strong connection between CPI and digital media marketing and with reliable structures and believable models, it has successfully influenced consumer behavior and decision-making processes.

From Inception to Recognition: Crafting Digital Marketing Success for Startups

In today’s digital landscape, startups face significant challenges in establishing brand recognition and engaging customers effectively. This paper explores how the AIDA Model comprising Attention, Interest, Desire, and Action can be applied to create digital marketing strategies that guide startups through each stage of the consumer journey, from building initial awareness to encouraging conversion. It focuses on the importance of using specific marketing tactics, such as creating engaging content, leveraging social media, fostering personalised communication, and utilising data analytics to enhance brand visibility and customer loyalty. By examining real-world examples and reviewing existing research, the study illustrates how the AIDA Model helps startups navigate common hurdles like limited budgets, high competition, and the need for swift brand establishment. The paper concludes by offering practical recommendations to help startups achieve growth and a robust market presence through strategic digital marketing efforts.

"REVITALIZING HERITAGE TOURISM IN GWALIOR POST-COVID-19: CHALLENGES, STRATEGIES, AND SUSTAINABLE DEVELOPMENT"

The Gwalior region, which is abundant in historical and cultural assets, offers a substantial number of chances for the growth of tourist business. Gwalior, which is renowned for its magnificent forts, palaces, and temples, has the potential to become one of the most popular tourist destinations in India. With regard to the growth of tourism in the Gwalior region, this article investigates both the difficulties and the opportunities that are associated with it. The region is encountering a number of challenges in order to realize its tourist potential, despite the fact that it has a rich tradition. There are a number of key obstacles, including inadequate infrastructure, which discourages potential tourists. Some examples of this include poor road connectivity and limited hotel options. In addition, the region's attractions are not being utilized to their full potential since there are not enough efficient marketing tactics and promotional activities carried out. Inadequate investments in tourist development and a shortage of workers with the necessary skills both contribute to the worsening of these problems. Nevertheless, there is reason to be optimistic about the future of tourism in Gwalior. The region has the potential to capitalize on its distinctive offerings if it engages in strategic planning and investment. Through the development of sustainable tourism practices, the enhancement of infrastructure, the improvement of accessibility, and the enhancement of accessibility, the region's appeal to domestic and foreign visitors may be considerably increased. Increasing exposure and interaction with prospective visitors may be accomplished via the implementation of efficient marketing campaigns and the utilization of digital technology platforms. The development of tourism that is both inclusive and sustainable may also be promoted through partnerships with local communities and stakeholders, which will ensure that the benefits are transferred to a large number of people. At the end of this paper, recommendations are provided for policymakers and stakeholders to overcome the present difficulties and capitalize on the prospects for tourism expansion in Gwalior. This would ultimately contribute to the socio-economic development of the region.

Advancements in Marketing Education: The Evolution of the API Model through Iterative Feedback

This study examines the iterative development and testing of the API marketing model initially created in 2019. The model was tested with 188 participants from 2019 to 2022, leading to revisions based on feedback, particularly addressing issues of complexity and visual clarity. A revised version, tested with 142 participants from 2022 to 2024, demonstrated improvements in clarity, simplicity, and overall effectiveness. Key advantages of the API model include its ability to integrate strategic and tactical marketing elements through visual presentation, while its primary limitation remains the complexity of the material. Collaboration with participants proved valuable in refining the model and enhancing its functionality and user engagement. Despite these improvements, future research must address the model's limitations, including its complexity and adaptability across different educational contexts. This study contributes to marketing education by presenting the API model that effectively supplements traditional teaching techniques and enhances learning outcomes, with implications for educators and practitioners in marketing management.

Unleashing the role of e-word of mouth on purchase intention in select Facebook fan pages of smart phone users.

This study aims to examine the impact of e-WOM on customer purchase intentions in Facebook fan pages using theories of trust, value co-creation and brand attitude. The present research has set out to explore this emerging domain of study and has thus developed & tested propositions which attempt to establish a relationship between e-WOM and customer's purchase intentions. A deeper understanding of this possible association is obtained by studying the mediating roles of Trust, Value Co-Creation, Brand Image and Brand Attitude. The context for exploring this phenomenon is chosen to be the fan pages of smartphone brands on Facebook. The study involved conducting a sample survey of 490 respondents, comprising of both male and female, who belong to 5 smartphone brands Facebook fan pages-Samsung, Moto G, Lenovo, MI and ASUS are considered for the study. Out of which sample of 100 each has been targeted individually. The findings suggested that e-WOM significantly predicts the purchase intentions of the customers of a specific product and considerable impacted on the purchase decision. The findings of the study also reveal that customer 's trust beliefs, perceived value co-creation, brand image and brand attitude partially mediate in between relationships of e-WOM and purchase intention. The actual presence of different types of consumer electronics brands on the social media, more prominently, the smartphones, which undoubtedly are the most ubiquitous product of this segment. In fact, this indicates that presence on social media is a well- thought organizational strategy developed by companies to gain partial control over the customer 's decision- making process by establishing a close connect with the customers for a long period. This consequence will significantly impact the decision-making process of marketers or practitioners in relation to their marketing tactics. This research also indicates that marketers could devise more effective methods for distributing marketing content through social networking sites, while corporations can cultivate favorable electronic word-of-mouth for their products or services. Through the implementation of social media marketing strategies, companies can increase their sales volume and generate higher revenue. The study examined the role of trust, virtual community participation, and desire to purchase as mediators on smartphone brand fan sites on Facebook. It was observed that these factors had a partial influence on customer purchase intention.

Understanding the Motives behind Promotional Activities of SWH Sellers: A Comprehensive Review

This paper examines the many reasons behind the promotional activities conducted by sellers of solar water heaters (SWH), offering a thorough examination of the strategic factors that influence these efforts. This text examines the influence of economic incentives, such as the opportunity for higher sales and market share, and competitive positioning within the renewable energy industry, on the development of promotional techniques. In addition, the analysis examines the influence of regulatory frameworks and government policies that promote the use of SWH systems, which in turn push vendors to pursue more assertive marketing strategies. In addition to the primary objective of increasing sales, the article emphasises that these promotional efforts are also motivated by a commitment to establish lasting brand loyalty, improve the company's reputation through corporate social responsibility initiatives, and educate consumers about the environmental and financial advantages of SWH systems. The study emphasises the need of comprehending these intricate reasons in order to formulate more efficient marketing tactics that not only enhance adoption rates but also contribute to overarching sustainability objectives.

Marketing priorities and digital tactic effectiveness: A business strategy perspective

Digital marketing has emerged as a key component of marketing strategy and by extension has become an important source of competitive advantage for the firm. Firms adopt digital marketing strategies and tactics to address specific marketing priorities (eg sales growth, brand building etc). Digital marketing strategies represent the adoption of specific sets of digital marketing tactics. While these tactics are widely recognised, little attention has been paid to determining the conditions under which some digital marketing tactics are more effective than others. In this exploratory study, marketing managers were surveyed to understand the comparative importance of seven alternative strategic marketing priorities and the perceived effectiveness of seven alternative digital marketing tactics in addressing those priorities. Responses from 236 senior marketing managers/executives were analysed through a series of paired t-tests and one-way ANOVAs in SPSS Version 26. Significant differences were observed between firms pursuing prospector, analyser, low-cost defender and differentiated defender business strategies. These findings provide marketing and general managers alike with practical insights into the management of their digital marketing strategies.

How Does Scarcity Marketing Influence Consumer Behavior in Ticket Sales for The Live Entertainment Industry?

Ensuing the surge of the global live music industry, demand for concerts has escalated and led to the phenomenon of ticket wars—displayed through hypercompetition between consumers when purchasing tickets. By nature, concerts and music festivals have a state of scarcity due to the quota for the attendees to ensure safety protocols in venue occupancy. Scarcity marketing tactics are displayed through the implementation of price tiering in ticket sales. In recent years, the market in Indonesia has shown drastic growth as shown through the demands of consumers from multiple sold-out shows. Scarcity marketing plays a significant role in the succession of ticket sales for many concerts held. In understanding consumer behavior, several questions are raised: How does specific implementation of scarcity marketing influence consumer behavior and perception of the value and urgency in live event ticket sales? Does the application of scarcity marketing raise any unethical concerns related to the fairness of ticket sales for consumers? How do emotions triggered by scarcity marketing link to consumer behavior in live event ticket purchases? This paper aims to understand further consumer behavior regarding live event ticket sales and how they perceive the value of the ticket through qualitative research. Findings through literature review and interviews have shown the correlation between scarcity, consumer behavior, and the emergence of scalpers. Scarcity seemed to influence consumer perception, resulting in a higher perceived value and desirability/demand. Although high enthusiasm brings revenue for the promoters and event organizers, this prompts unethical practices through the presence of scalpers and unauthorized ticket resellers, acknowledging the opportunity to resell tickets for a higher price. Thus, to respond to this issue, suggestions are made to prevent unethical concerns and provide recommendations for promoters and event organizers in the effective utilization of scarcity marketing tactics.