Marketing Tool Research Articles

The narcissistic celebrity leader: Berlusconi’s communication style and its impact on Italian leadership

ABSTRACT Among the many facets of Silvio Berlusconi’s extensive political career, his communication strategies and techniques stand out as particularly significant. This prominence is largely due to his dual role as a media tycoon and a flamboyant, narcissistic figure, both of which heavily influenced his public communication style. This article delves into Berlusconi’s communication approach as a critical element of his leadership. It examines how Berlusconi shaped his leadership image over the decades, focusing on his personality, storytelling, and the media and political marketing tools he employed to project his persona. Furthermore, in its concluding part, it investigates whether recent Italian leaders, particularly those who emerged in the 2010s after Berlusconi’s tenure, exhibit traits traceable to Berlusconi’s innovations. The article’s initial sections explore Berlusconi’s personality profile, his narrative techniques, and the media and political marketing strategies he used. The penultimate section highlights the interplay of these elements, showing how they created a distinctive, innovative leadership style linked to various facets of celebrity politics, sometimes in extreme forms. This section also addresses the legacy of Berlusconi’s leadership style, proposing that it served as a model for later Italian leaders, influencing their communication and image-building strategies. The article concludes by noting how, as a consequence, Berlusconi’s leadership model has been a transformative factor in Italian politics.

The Effectiveness Of Search Engine Optimization (SEO) In Marketing: A Meta-Anlysis Study

This study aims to examine the effectiveness of the use of Search Engine Optimization (SEO) in digital marketing strategies through a comprehensive meta-analysis study. By collecting and analyzing data from previous studies involving SEO as a marketing tool, this study evaluated the extent to which SEO can improve online visibility, website traffic, and ultimately sales conversions. The results of a meta-analysis of 10 studies conducted between 2022 and 2024 show that the implementation of SEO is consistently associated with a significant increase in organic search rankings and website traffic with an effect size (d) value of 1.049 in the high effect size category. Further analysis revealed that variables such as content quality, keyword optimization, and backlinks have a significant influence on SEO effectiveness. This research provides empirical evidence that supports the implementation of SEO as a crucial component of digital marketing strategies, while also offering insights into best practices and factors that influence SEO success. With these results, practitioners and academics can better understand how SEO strategies can be optimized to achieve maximum results in an increasingly competitive digital environment.

Strategic and Tactical Marketing Strategies for Regional Public Universities to Address the Enrollment Cliff

ABSTRACT This qualitative collective case study, framed by resource dependence theory, explored strategic and tactical marketing strategies perceived to be important in addressing the predicted decrease in enrollments in 2025–2037, described as the enrollment cliff, facing higher education institutions in the U.S. The study settings were regional public universities in the Southeast U.S. Participants were a purposeful sample of 15 chief marketing officers from these institutions. Data were collected through semi-structured interviews, document analysis, and field notes. Data were analyzed using Creswell and Poth’s data analysis spiral. The strategies identified included brand positioning, targeting specific student populations, cultivating new audiences, and utilizing additional marketing tools and testing their impact. The findings highlighted ways that marketing could mitigate enrollment declines. These include emphasizing brand positioning, targeting specific student populations, cultivating new audiences, and utilizing a number of marketing tools in an effective marketing mix to help address the predicted enrollment declines.

The usage of digital marketing tools among Vietnamese B2B start-ups in building customer relationships

Digital marketing has been being widely used around the world and changing at a rapid rate. For small businesses, especially start-ups, digital marketing is bringing new opportunities to meet the goals that were previously impossible to achieve. However, many micro-enterprises are not utilising digital marketing to its full potential. The main aim of this study is to investigate the e-marketing model of Vietnamese B2B start-ups as well as the usage and changes of digital marketing tools. In-depth interviews with three main themes were conducted with newly founded and mature Vietnamese B2B start-ups in different sectors. Attracting, engaging, retaining, learning, and relating to customers are critical elements to building customer relationships. In terms of importance, the rankings of these five elements vary depending on each company's current goals and objectives.. While newly founded start-ups concentrate on attracting customers, mature ones focus more on engaging, retaining, and learning customers. Moreover, a significant change in theoretically recognized and utilized tools through 2017-2023 is documented. Throughout the six years, many out-of-date and inefficient tools have been eliminated. Other newer and more valuable tools have been becoming widely used, especially LinkedIn which has become one of the primary social media platforms. It is also emphasized that although new digital marketing tools have been adopted among Vietnamese B2B start-ups, They have not been exploited to their full potential. The reasons behind the changes in the usage of digital marketing tools lie in three main categories, which are firm-specific and owner-manager factors, resource-related factors, and environmental factors.

Pelatihan Digital Marketing Sebagai Upaya Peningkatan Pengetahuan Dan Keterampilan Guru Di SMP PGRI 3 Baturaja

In the current era of digitalisation, digital marketing skills are crucial across various fields, especially in education. Teachers need to have knowledge and skills in digital marketing to support the promotion and branding of schools. SMP PGRI 3 Baturaja, a private school, faces competition in attracting new students by leveraging digital technology to showcase the school's activities and achievements. The purpose of this training is to enhance the knowledge of SMP PGRI 3 Baturaja teachers about the concepts and strategies of digital marketing and to develop practical skills in using various digital marketing tools and platforms. With this knowledge, it is expected that teachers can effectively improve the promotion and reputation of the school. The training is conducted through interactive and practical workshop sessions, including theoretical presentations, discussions, and hands-on practice. Participants will be provided with material on the basics of digital marketing, content strategies, and the use of social media. Additionally, there will be mentoring sessions for hands-on practice. After attending this training, based on the results of the questionnaires distributed to the participants, 86.7% of participants gained new knowledge about digital marketing, 85.7% acquired skills in copywriting with AI, and 80% gained skills in creating digital marketing content. The training participants were able to implement activities during digital marketing practice. SMP PGRI 3 Baturaja teachers are now more skilled in using various digital platforms to promote school activities and promotions on social media after the training.

CON: Satellite clinics are a marketing tool and do not improve access and equity in liver transplantation.

CON: Satellite clinics are a marketing tool and do not improve access and equity in liver transplantation.

Activating the sustainable consumer:The role of customer involvement in corporate sustainability

AbstractTackling grand challenges and making sustainable development a reality through sustainable consumption crucially depends upon both companies’ activities as well as individuals’ consumption choices. In opinion polls, many consumers claim to favor sustainable products over conventional ones. However, a large gap remains between their stated purchasing intentions and actual decisions, posing a challenge for companies in predicting product demand and strategically managing their product portfolios. In this study, we develop a conceptual framework to demonstrate how companies can encourage sustainable consumption behavior among their customers by involving them in their corporate sustainability (CS) activities. We introduce psychological ownership as the underlying mechanism explaining how customer involvement in CS activities translates into changes in their consumption choices. We further argue that the link between customer involvement and psychological ownership depends on the type of a company’s CS—that is, whether CS is embedded in or peripheral to the company’s core business. The results from three experiments, including one field experiment conducted in collaboration with a fashion retailer and involving real customer purchase decisions, support our theorizing. The findings reveal the power of customer involvement as a marketing tool in promoting sustainable consumption.

Exploring the efficacy of ecolabels as a marketing strategy: Insights from the emerging bioplastic packaging market

AbstractThe packaging industry's significant role in plastic production and environmental pollution underscores the need for more sustainable alternatives. Bioplastics emerge as a promising solution, yet consumer understanding of this innovative material often lags, particularly in emerging markets. This study thus aims to explore effective marketing strategies for communicating bioplastic packaging to shape consumer adoption and disposal practices in such markets. Through a case study approach, we examine the role of ecolabels as a marketing tool across key sectors of the bioplastic packaging supply chain. Drawing upon the signalling theory, we identify key characteristics of effective signals, including costly signalling, visibility, clarity, fitness, consistency and credibility, which should be integrated into a broader context of ecolabels design in order to encourage consumer adoption and responsible disposal. Our study also identifies instances where noises from the environment may have little impact and where communication gaps hinder feedback loops between consumers and producers.

THE ROLE OF SOCIAL MEDIA-ADVERTISING IN THE DEVELOPMENT OF GEORGIAN COMPANIES

Guliko Katamadze E-mail: qatamadze.guliko@bsu.edu.ge Associated Professor, Batumi Shota Rustaveli State University Batumi, Georgia https://orcid.org/0000-0002-5198-3890 Abstract . The use of social media advertising as a means of marketing communication is gaining strategic importance for companies operating in Georgia. Social media-advertising research is all the more relevant for those firms that are trying to deliver a marketing "message" to a wide audience with minimal costs and brand positioning in the market. The relevance of the problem is determined by the fact that the influence of social media advertising on the development of Georgian companies, their branding process and the effectiveness of the returns received from the investment of their marketing activities has not been properly studied. The purpose of the research is to develop the best mechanism for using social media advertising for companies operating in Georgia, to determine the most favorable form for use as a marketing communication tool based on user behavior. Methods of data collection and observation were used to develop the paper. We used the collection method to assess the possibility of using social media advertising by companies operating in Georgia, and the observation method - to determine the potential of their social media space, based on which the possibilities of increasing the effectiveness of companies through social media advertising were identified. As a result of the research, it is clear that Georgian companies use social media advertising to improve their brand, to attract a new target audience. Social media advertising has a strategic importance in increasing the effectiveness of companies operating in Georgia at all stages of their operation. Accordingly, we can refer to the complex combination of traditional and electronic businesses as a result of using social media advertising, which will help to increase the marketing efforts of companies operating in Georgia and, as a result, their competitiveness and operational efficiency. Keywords: Social media-advertising, marketing effectiveness, social media-space, business. JEL classification: M31, M37

Social media marketing strategies: an empirical study in the hotel sector

The objective of this study is to analyze the use of the social network Facebook by clients of the Hotel RZR, located in the city of Cúcuta, Colombia. The study is quantitative, follows a cross-sectional design and the questionnaire was applied to a sample of 102 hotel guests. The descriptive statistics reflect a standard deviation of 0.579, which indicates that there is a low dispersion of the data with respect to the average value. The results show that age, the level of study and gender are aspects related to customers' preferences in the use of Facebook. It is concluded that Facebook's social network has become a valuable digital marketing tool and the RZR Hotel must innovate in the network, to boost communication with customers and exploit other benefits offered by Facebook, such as segmentation, branding, online reputation and traffic generation.

Short Films as a Means of Education and Digital Marketing in Reviving the Entrepreneurial Spirit of the Young Buddhist Generation

Making short films is part of a community service program for the young generation of Wonogiri Regency. This program aims to foster a spirit of change in education and creativity in digital marketing, especially regarding activities and institutions characterised by Buddhism in the Wonogiri Regency. This method of community service uses asset-based community development techniques using four stages, namely discovery and dream. Design, and destiny. The results of this community service are: a) the success of producing short films influenced by the enthusiasm and potential of the young Buddhist generation; the existence of competition means that the young Buddhist generation tends to have high creativity; b) short films act as an educational investment, where through training and making short films it opens up new insights and views, both from a technical perspective and the essence of the products produced. Their skills become intellectual capital for the younger generation, which can transform into other people. Short films become digital marketing tools, as the public can consume short film products produced in this community service program, and d) short films become the spirit of change in the era of digitalisation. 5.0, training and assistance in making short films for the young generation of Buddhists in Wonogiri as an effort to awaken the entrepreneurial spirit. Based on this, short film-making training has a positive impact on developing creativity and entrepreneurship for the young generation of Buddhists in Wonogiri.

Penyuluhan Penggunaan Dan Pemanfaatan Sosial Media Bagi Masyarakat Pulau Lance Batam

This Social Community is carried out to enable lecturers and students together with the community to find the best solutions that can answer the problems experienced by the community, especially in the use of social media as a marketing tool for tourism activities which can be part of the driving force for improving the economy of Lance Island residents. This PKM activity has inspired the Lance community that Lance Island has its own attraction to be marketed using residents' social media in tourism development as part of an opportunity to improve the welfare of the Lance Island community. From this PKM activity, an understanding of the important thing that the tourism area must have networks and upgrade its ability to see tourism opportunities that are of interest will be produced while still prioritizing the cultural wisdom that exists on Lance Island. This activity consists of students and lecturers carrying out their tri dharma

Do Enterprises That Publish Sustainability Reports Have a Better Developed Environmental Responsibility and Are They More Transparent?

Enterprises increasingly publish sustainability reports to address concerns about their environmental and social impact. However, the voluntary nature of these reports and the lack of independent auditing often lead to skepticism regarding their authenticity, with some perceiving them as mere marketing or greenwashing tools. This study aims to investigate whether the publishing of sustainability reports truly reflects transparency and responsible behavior. The relationship between the publishing of sustainability reports, environmental responsibility policies, and transparency policies is analyzed. The research was conducted in Uruguay. A quantitative methodology was used. The sample was made up of a group of companies that evaluate their social and environmental responsibility practices. This is a non-probabilistic sample, which includes companies that publish sustainability reports and companies that do not publish them. The environmental responsibility and transparency of both groups were compared. Thirteen indicators were used to measure environmental responsibility, and eight indicators were used to measure transparency. To evaluate the relationship between the variables, different statistical techniques were used: chi-square, difference of means test, and simple correlations. Our findings reveal that: (1) enterprises publishing sustainability reports tend to have more developed environmental responsibility policies and greater transparency compared to those that do not publish, and (2) interestingly, the choice of reporting standards, particularly the Global Reporting Initiative, does not significantly impact the observed outcomes. Furthermore, the relationship among report publication, environmental responsibility, and transparency is influenced by enterprise size but remains unaffected by public trading status or capital origin (local or international). Despite its methodological limitations, this work contributes to the debate on the sincerity of companies that publish sustainability reports. Its results contribute to reducing the skepticism and distrust that exists about these reports. Also, the work contributes to the study of the relationship between environmental responsibility and the publishing of reports because it included segments of companies that are not considered in most research: medium-sized companies and private companies that are not listed on the stock market.

Unraveling the viral phenomenon: insights from social media content analysis on streaming over-the-top platforms

Purpose This study aims to analyze memes as valuable engagement and marketing communication tools in promoting over-the-top (OTT) platforms by monitoring users' sentiments and offering insightful information about their opinions by drawing themes from viral memes. Design/methodology/approach Content analysis of 1,230 user interactions was conducted using NVivo software on Instagram and Twitter pages from May 2022 to July 2023. Data were collected for sentiment analysis (consumer responses), and relevant themes (consumer interactions) were drawn which created the virality of memes. Findings Research findings reveal relevant themes, such as relatable, informative and interest-generating, that make memes go viral over social media. The sentiment analysis results showed that the intensity and strength of the positive comments were more substantial, contributing more to the virality of memes. Practical implications These findings provide themes for engaging content for OTT advertisers to boost brand recognition and engagement by strategically creating meme content and implementing better marketing communication. Originality/value This study uses factual data to offer new perspectives on viral meme propagation. It provides evidence that OTT marketers boost brand value and customer engagement through innovative customer-centric social media analysis.

THE IMPACT OF SOCIAL MEDIA ON THE CHOICE OF DENTAL IMPLANT TREATMENT

ABSTRACT Purpose: With the rapid spread of social media use, social media sharing has also become widespread in the field of healthcare. Social media sharing is also actively used in dentistry practices. The aim of this study is to determine the effect of information about dental implant treatment shared on social media on patients' treatment decision processes. Materials and Methods: The study was designed as a web-based survey study. Individuals over the age of 18, who had no previous implant treatment history and who used social media were included. Results: The online survey was conducted on a total of 401 participants, 355 women and 46 men. 41.1% of the participants stated that they first learned about the concept of dental implants from the dentist. A statistical connection was found between age and the social media application used (p=0,001). A statistically significant connection was found between education level and the first source of learning the term dental implant (p=0,044). A statistically significant connection was found between age and the effect of negative comments on social media on fears about implant treatment (p=0,018). A statistically significant connection was found between age and the effect of the brand/country of manufacture of the dental implant on the choice of dental implant (p=0,006). Conclusions: Posts about dental implant treatment on social media have a direct impact on individuals' dental implant decision process. Social media platforms can be recommended to dentists as communication and marketing tools that can bring new patients.

Leveraging Social Media as a Marketing Tool to Combat Crime in African Destination Marketing: Ghana in Perspective

This research explores the potential of leveraging social media as a marketing tool to combat crime in destination marketing, with a focus on Ghana as a representative case study in Africa. As tourism plays a vital role in Ghana's economy, addressing crime concerns is crucial for attracting international visitors. The study aims to investigate how social media can be harnessed strategically to dispel crime perceptions, promote safety, and enhance destination marketing efforts. With a constructivism research philosophical position, the study adopted a case study research approach. Data was gathered using semi-structured interviews, which were audio-recorded and transcribed verbatim. The data was processed using Nvivo version 12.1 analyzed with the help of content analysis approach. The findings provided valuable insights for Ghana, highlighting the significance of social media in building a positive destination image while ensuring visitor safety. It was evident that crime-related discussions on social media significantly impact the perception of Ghana as a tourist destination. The investigation into the strategies and approaches employed by Ghanaian tourism authorities and stakeholders in managing and addressing crime-related concerns on social media provided valuable insights into their efforts to promote safety and enhance destination marketing. Successful practices were identified, including user-Generated Content Promotion and collaboration with law enforcement. It was recommended that Ghanaian tourism authorities may regularly engage with social media users, respond promptly to concerns and inquiries, and provide accurate and up-to-date information about safety measures and crime statistics in the country. Received: 11 June 2024 / Accepted: 28 June 2024 / Published: 8 July 2024

Content analysis of the blue ocean strategy as a green marketing tool

Content analysis of the blue ocean strategy as a green marketing tool

Forecasting Customer Actions: Exploring Machine Learning Techniques for Behavior Analysis and Prediction

Modern modelling of today’s consumer behaviour is highly dependent on data mining which mines customers’ data in order to answer specific questions in time. This complexity and uncertainty relating to the consumer be-haviour makes it difficult for us to predict. Therefore, selection of appropri-ate methods is very important. Predictive models can be designed so as to identify specific group or individual actions and thus making them useful marketing tools. However, many models are overly simplistic for they leave out some of the essential factors hence leading to inaccurate forecasting out-comes. Consequently, instead of concentrating on customer behaviour-firm capital structure relationships only a strong association rule mining model should be created using online store data that effectively estimates customer response. Knowing their business clients is crucial when it comes to profitability by aligning the company’s earnings with their concerns. Artificial intelligence (AI) optimizes product location by clustering techniques targeting the right customers. It examines customer behaviour and buying trends utilizing Kaggle’s client membership card records such as Customer ID, age, gender, annual income, spending score among others. This includes basic market analytics based on demographic information like age or income split into groups, however big data superiority over traditional methods cannot be underestimated including machine learning applications such as Customer Seg-mentation Automated Methodology (CSAM), k-means clustering for user segmentation among others. This approach facilitates focused advertising campaigns and development and launch of new products aimed at particular consumer sections.

Creating a Video for TikTok Social Media Content Kelirskin with the Theme of Balinese Kecak Dance Local Wisdom

The use of social media, especially TikTok, has become an integral part of digital marketing strategies for many brands, including Kelirskin. In this study, we explore the potential of TikTok as an effective marketing tool to boost Kelirskin product sales with a focus on the theme of Balinese Kecak dance local wisdom. Through pre-production, production, and post-production stages, we designed and created promotional videos that combine the beauty of Bali's nature and culture with the messages inherent in the Kelirskin brand. Despite facing some challenges, such as selecting appropriate settings and proper lighting, the authors successfully overcame these obstacles with creativity and dedication from the production team. By implementing additional strategies, such as researching TikTok user trends, collaborating with influential users, and utilizing TikTok's interactive features, Kelirskin can maximize TikTok's potential as an effective marketing tool to boost their product sales and strengthen their brand position in the digital marketing market.

Determinants of Consumer Purchase Intentions Mediated by Immersive Experience and Parasocial Relationship in E-Commerce Live Streaming for MSME Fashion Products

Purpose: This study aims to develop a model with the topic of Live Streaming in the context of E-Commerce of SMEs Fashion Products using independent variables of visibility, metavoicing, atmosphere clue, expertise and likeability with mediating variables of Immersive experience and parasocial relationship and dependent variables purchase intention. Methods: This study used a sample of 390 respondents. Testing of models and hypotheses is carried out using Structural Equation Modeling (SEM) using AMOS software. Sampling was carried out purposively with the criteria of respondents aged at least 17 years, have at least one e-commerce account (eg shopee, Tokopedia, Lazada) and have never made a transaction or purchased at the store. Resullt and Discussion: Through the validation carried out in this study on practical findings, it is hoped that it will become a marketing tool for business people, especially in this case MSME fashion products in order to develop their business in the context of applying live streaming commerce strategies. Research Implication: Through the validation carried out in this research, it is hoped that the practical findings will become a marketing tool for business people, especially in this case MSME fashion products, so that they can develop their business in the context of implementing live streaming commerce strategies. Originality/Value: The conclusion that can be obtained is the discovery of new theories and conceptual models that can be used as material for hypothesis testing that can be carried out in further research.