Marketing Research Articles

Analyzing the Impact of Coffee Company’s Marketing Campaigns and Brand Awareness on Consumer Purchase Intention

Analyzing the Impact of Coffee Company’s Marketing Campaigns and Brand Awareness on Consumer Purchase Intention

Decoding Millenial Preferences for M-Health App Features: Strategic Insights for Marketers

Utilizing user satisfaction as a mediating variable, this study attempts to investigate how the Unified Theory of Acceptance and Use of Technology (UTAUT) model affects millennial generation preferences for utilizing mobile health applications (m-health) and what it means for marketing tactics. Four primary UTAUT constructs—performance expectancy, effort expectancy, social influence, and facilitating conditions—are incorporated into this study methodology. For this study, 200 members of the millennial generation participated in a survey. Path analysis techniques were employed in the data analysis to examine the correlation between the variables in the study model. The analysis's conclusions demonstrate that, both directly and through the mediation of user satisfaction, the UTAUT variable significantly influences users' preferences for utilizing m-health applications. This research also highlights the significance of user happiness in influencing preferences. Marketers can utilize this information to inform the development of more successful marketing plans aimed at encouraging the millennial age to adopt mhealth apps. The results have practical significance for marketers creating more engaging and relevant marketing campaigns, as well as for m-health app developers and healthcare providers creating tactics that boost millennials' happiness and user uptake.

Rise of Digital Influencer Marketing

Virtual influencer marketing is a global emerging phenomenon in social media research. Research on traditional influencer marketing and practices has been the locus of attention for years, but fairly scarce research deals with the rise and influence of virtual influencers, also known as artificial intelligence influencers (AIIs) or computer-generated influencers (CGIs). In this article, an explorative, qualitative single case analysis of the Japanese CGI influencer Imma is presented to identify how the CGI is visually constructed on Instagram in a marketing campaign. Two supplementary semiotic lenses are applied, i.e. a visual compositional analysis and a semiotic image analysis. The results indicate that the CGI influencer Imma is visually presented by and large with the same characteristics and attributes as found in similar studies of human influencers. Moreover, the findings indicate subtle yet essential differences in the visual framing of the CGI character to enhance a human-like appearance. Concludingly, this study has preliminary implications for research, practitioners, prospective marketers, and future innovation leaders in the virtual marketing industry, and it is proposed to consider reconceptualizing our understanding of virtual influencers and acknowledging the rise of Virtual Influencer Marketing as a field in its own right.

AI-driven Business Model Innovation - Where Technology Meets Strategy

Business Model Innovation (BMI) involves redefining how organizations create, deliver, and capture value. With the advent of Artificial Intelligence (AI), businesses are increasingly leveraging these technologies to transform their models. The current research investigates the impact of AI on BMI using primary data collected from various industries. It employs statistical analyses to understand the extent of AI adoption, its effects on business model components and various key business metrics. The study identifies key trends in AI adoption across functions and industries. Key findings reveal significant correlations between AI usage and improvements in key business metrics such as operational efficiency, customer engagement, and revenue streams thus resulting in an organization’s competitive advantage. Businesses can make better-informed decisions, establish more effective workflows, and produce more powerful marketing campaigns as a result of AI adoption. It also provides a competitive edge and lays the framework for future growth. This academic work makes a substantial contribution to the discourse on AI for business model innovation, where technology is leveraged to optimize strategy.

"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.

Analysis of Influencer Marketing Campaigns in Digital Marketing on the TikTok Platform

Analysis of Influencer Marketing Campaigns in Digital Marketing on the TikTok Platform

Digital Marketing Strategies and their Impact on Consumer Behavior

The advent of digital marketing has greatly altered customer behavior by altering the way in which companies communicate with their target audiences. The effects of different digital marketing methods on customer actions are discussed in this article. Content marketing, social media marketing, SEO, email marketing, and influencer marketing are some of the key tactics that are addressed. Research shows that these tactics increase customer involvement, familiarity with the brand, and ultimately, sales. The goal of content marketing is to increase customer trust and loyalty by providing them with high-quality, relevant material. In order to increase brand awareness and customer engagement, social media marketers use sites like Twitter, Instagram, and Facebook to build tailored and interactive campaigns. With search engine optimization (SEO), companies may increase their online presence and more effectively reach their target audience. One of the most effective ways to reach out to customers, build rapport, and increase sales is through email marketing. Influencer marketing leverages preexisting trust networks to sell items in a genuine way by teaming up with people who have large online followings. Not only do these tactics affect the whole buyer experience, from awareness to post-purchase assessment, but they also significantly affect consumers' views and preferences. The study highlights the need of comprehending customer behavior and psychology in order to customize digital marketing campaigns successfully. It also stresses how important it is for companies to keep up with new technology and trends if they want to be competitive. Businesses may improve marketing strategies, get insights into consumer preferences, and boost customer happiness by employing data analytics. The report finds that the most effective way to influence customer behavior and achieve corporate goals is through an integrated approach that combines numerous digital marketing methods.

Determinants of consumer buying decisions: Evidence from Azerbaijani coffee shop market

In a highly competitive Azerbaijani coffee shop market, knowing what drives consumer behaviour is crucial for marketers and businesses looking to separate out from the competition and encourage customer loyalty. The article examines the effects of brand image, product quality and price on consumer purchase intention. The study is based on marketing theory, consumer behavior theory and the concept of customer-centric marketing. The methods of logical-structural, quantitative, factor and regression analysis are used. Within the scope of the research, the data were collected through an online questionnaire. The data set of the study is represented by data from an online survey of 298 customers of coffee shops in the city of Baku, collected in the period April-May 2023. According to the findings of the study, brand image, product quality and price, which are independent variables, have a significant and positive effect on the dependent variable, the purchase intention. The results contribute to the understanding that businesses need to focus on building a strong brand image in order to increase consumer purchase intention. By gaining a deeper comprehension of the factors influencing the purchasing decisions of customers, businesses can create more effective marketing campaigns, increase their market share, develop a solid market position and build consumer loyalty in an increasingly competitive environment. The study adds to the ongoing discussion about customer-centric marketing by throwing new insight on the elements that influence consumer behaviour.

‘Unsponsoring Football’: Sign Value, Symbolic Exchange, and Simulacra in a Gambling-Related Marketing Campaign

This article utilises Baudrillard’s concepts of sign value and symbolic exchange to examine the ‘Unsponsoring Football’ campaign which was designed by the marketing and creative agencies VCCP and Octagon, and carried out in conjunction with the bookmakers Paddy Power. Clubs were ‘unsponsored’ by Paddy Power, which paid for the right to not display its logo on football shirts. The campaign concept involved ‘spoof’ shirts which are simulations of the ‘real’ items. A four-step process through which the simulacra develop is outlined in the article. The campaign parodies UK government policy on gambling-related sponsorship, which has been criticised for its failure to regulate what is a globalised market. The 2023 White Paper ‘High Stakes: Gambling Reform for the Digital Age’ is notably similar to the parodic position taken in ‘Unsponsoring Football’. Removing some elements of sponsorship while retaining a wider relationship with the gambling industry means that the gamblification of the sport remains in place.

Cognitive Bias Sunk Cost in Marketing

The sunk cost cognitive bias, or sunk cost fallacy, is a human tendency to continue with: an investment, make a decision, business, couple or project based on the resources that have been invested, instead of making a current evaluation of the results. future benefits and costs. The objective of the research was to analyze the impact of sunk cost cognitive bias on customer decisions and its application in neuromarketing strategies. The specific objectives were: (i) Evaluate how sunk cost influences the perception of the value of products or services. (ii) Identify marketing strategies that exploit the sunk cost bias. (iii) Propose strategies to apply the sunk cost bias in marketing. The results show that the sunk cost bias significantly influences the perception of the value of products and services, affecting purchasing decisions, depending on the educational level, gender, and income level that influence the continuity in the use of products and services. due to previous investment of time or money; When purchasing expensive items customers feel obligated to continue using paid more even if it is not useful and used in full. The continuity in prepaid subscriptions, the perception of discounts for large quantities as a way to make better use of money, the probability of participating in loyalty programs for the accumulated rewards, the preference for payments and flexible cancellation, create a valuable perception of products they have previously invested in, the preference for repairing expensive items, and the perception of loss from a previous investment. It is concluded that the sunk cost cognitive bias significantly influences the decisions and behavior of a vast majority of customers, and how companies can use this information to design effective marketing campaigns.

Investigating the relationship between stereotyping and creativity during marketing campaigns in marketeers and audiences

Stereotyping others in a creative process may negatively affect creative output, yet there is currently scant empirical evidence of a link between stereotyping and creativity; here, we explore this link in marketing communications. In a quasi-experiment, we introduced a novel intervention to disrupt marketeers’ dependency on stereotypes and boost their creativity. The intervention decreased marketeers’ use of stereotypes when selecting consumer labels—descriptive labels of a typical consumer based on consumer information—while enhancing the creativity of ideas. In another set of online experiments, we asked British residents to rate the creativity of advertisements and purchase intentions toward advertising products with different levels of stereotypical depictions of people. We found a linear relationship between the stereotypical depictions of people in advertisements and perceived creativity. We also observed a potential U-shaped relationship between stereotypical representations of people in advertisements and purchase intention, such that advertisements with low and high stereotypical representations induced greater purchase intention than did those with medium stereotypical representations. Finally, we discuss the psychological mechanisms that potentially link stereotyping and creativity and the implications for marketing communications.

Formative Research to Design and Evaluate Caring Text Messages for American Indian and Alaska Native Youth, College Students, and Veterans.

Purpose. Caring Text Messages (CTM) is an evidence-based intervention, developed by the Northwest Portland Area Indian Health Board, modeled after the Caring Contacts (CC) intervention. CC has been shown to prevent suicide deaths, attempts, ideation, and hospitalizations in a variety of settings. Method. Three sets of CTM were developed by American Indian and Alaska Native (AI/AN) teens, college students, and veterans (tailored for each audience), which were reviewed by psychologists familiar with the intervention. To enroll in the service, participants texted a keyword to a text message short code and received two text messages per week with hopeful and encouraging messages. A robust multimedia social marketing campaign was designed to promote the service for each audience. Results. By September 2023, 387 participants enrolled in the Youth CTM intervention, 141 enrolled in the College CTM, and 31 enrolled in the Veterans CTM. Post surveys show elevated levels of user satisfaction. Conclusions. CTM can be tailored to reach populations at higher risk of suicide, including AI/AN youth, college students, and veterans, and connect them to culturally responsive peer and crisis support services. Continued monitoring and evaluation can guide next steps for marketing and outreach and will be useful to determine its impact on those who enroll.

Behavioural Economics in Marketing: Understanding consumer Decisison Making

Consumer decision-making, which is susceptible to emotional and social effects in addition to cognitive flaws, is the focus of behavioural economics, which integrates findings from economics and psychology. Examining the impact of behavioural economic principles such as limited rationality, prospect theory, and heuristics on customer behaviour, this abstract outlines important ideas and new developments in the field of applied behavioural economics to marketing. To determine which techniques are most successful in influencing customer decisions, we examine framing effects, anchoring, and nudging. Furthermore, the significance of data analytics and digital marketing in comprehending and capitalising on customer behaviour patterns is addressed. Businesses may boost engagement, happiness, and revenue by integrating behavioural data into marketing campaigns. In order to better understand consumer decision-making and its practical implications for marketers, the article also proposes topics for further research, such as the influence of new technology and ethical issues in consumer manipulation.

Evaluating the Effectiveness of Online Destination Marketing Campaigns from a Sustainability and Resilience Viewpoint: The Case of “This Is Athens & Partners” in Greece

The need for a consistent marketing evaluation framework has been highlighted by destination authorities, who in collaboration with academia and marketing professionals have sought to formulate methodologies for measuring the impact of their campaigns. Although several attempts have been made, no simple solution has emerged for evaluating destination marketing activities. This study draws on This is Athens & Partners to reveal the interaction that should take place when destination authorities employ external experts to implement and evaluate their marketing campaigns. The collaboration required adopting the appropriate destination marketing evaluation methodology, which is presented. The adapted methodology, formulated through consultation, resulted in the selection of the advertising tracking survey as the data collection method and the adaptation of a measurement instrument. The research findings show that destination marketing can positively influence the funnel process potential travelers consider when deciding on a travel destination, only when digital tools are combined with effective strategic marketing planning and, more recently, with references to resilience and sustainability. Insights from this paper regarding the importance of establishing an informative evaluation methodology to mitigate potential deficiencies in planned marketing initiatives may prove of added value to destination authorities and stakeholders.

Evaluating Operation Good Food & Beverages, a Black Youth-Driven Public Advocacy Campaign.

Food and beverage (F&B) marketing practices that contradict health guidelines are particularly concerning for children and adolescents, who are developmentally more susceptible than adults to persuasive advertising and to Black communities, due to ethnically-targeted marketing, contributing to higher rates of obesity and other diet-related chronic diseases. Accordingly, here we evaluated Operation Good Food and Beverages (OGF&B), an online social marketing campaign calling for shifting toward more marketing of healthier F&B to Black youth and Black communities. OGF&B was developed and implemented by a multidisciplinary team of academic, advocacy, and advertising partners and active for four months in 2022 during the COVID-19 pandemic. Primary campaign components were social media content (e.g., TikTok, Instagram), and an informational website with a signable petition and a social media toolkit. Our mixed-methods evaluation used qualitative data to contextualize quantitative metrics like online impressions, website visits, and petition signatures. Qualitative data consisted of analysis of social media content and thematic elements from 15 interviews with campaign advisors, youth consultants, and influencers. The campaign achieved 3,148,869 impressions, 3,799 unique website visits, and 1,077 petition signatures. Instagram Reels and content featuring people had higher engagement. Instagram Reels received more likes than static posts or TikTok videos. Interviewees who participated mentioned personal values and community welfare as key motivations. Social media influencers who declined participation noted time constraints and lack of compensation as barriers. Despite pandemic-related restrictions that precluded in-person engagement, this brief campaign implementation period provided useful insights for leveraging OGF&B or similar campaigns.

Impact of Artificial Intelligence in Customer Journey

The entire gamut of Customer journey is undergoing a massive transformation due to the rapid advancement of Artificial Intelligence (AI). Leveraging the power of AI , CRM & systems have refined the aspect of how businesses manage and optimize the customer journey. AI-powered systems have significant impact across various stages of the customer lifecycle by use of techniques such as machine learning to empower businesses to use systems that can analyse vast amounts of customer dataset in real-time, enabling them to gain deeper insights in customer behaviours, preferences, & sentiment. The AI-driven techniques help businesses to drive more personalized & targeted marketing campaigns, tailored recommendations, and extend efficient customer service leading ultimately to enhancing customer satisfaction and loyalty. Moreover, AI-powered systems have capabilities of offering predictive analytics which empower businesses to forecast customer behaviours and anticipate their needs. The capabilities help businesses in effective resource optimization and improve efficiency. For customer service AI-powered chatbots and virtual assistants are used to enhance engagement by providing instant responses and ability to handle resolving issues promptly.

Community involvement as a mediating variable: How social media marketing activities affects customer loyalty?

The cosmetics industry in Indonesia has great potential, posing great challenges to maintain competitiveness. This research examines community engagement's role as a mediating factor between social media marketing activities and customer loyalty. 194 respondents completed questionnaires to provide study data, which was then analyzed using Smart PLS version 3.0. The findings showed the beneficial effects of social media marketing activities on community engagement and customer loyalty. Furthermore, it has been demonstrated that community engagement increases customer loyalty. However, the results show that community engagement does not mediate between social media marketing activities and customer loyalty. This research highlights the importance of integrating social media into marketing campaigns to foster customer relationships and boost loyalty.

Directions for Effective Use of Modern Marketing Research in Increasing the Export of Leguminous Products

This paper explores the pivotal role of modern marketing research methodologies in augmenting the export potential of leguminous products. In a global marketplace, the demand for legumes continues to rise, creating an opportune moment for exporters. However, realizing this potential necessitates a nuanced understanding of market dynamics, consumer preferences, and effective marketing strategies. The paper begins by delineating the current landscape of leguminous product exports, highlighting the challenges faced by exporters in penetrating diverse international markets. It then delves into the multifaceted benefits of employing modern marketing research techniques, emphasizing their role in identifying target markets, understanding consumer behavior, and crafting tailored marketing campaigns. Moreover, the research delineates various modern marketing research methodologies, including data analytics, consumer surveys, and trend analysis, elucidating their practical applications in the leguminous export industry. By integrating these methodologies, exporters can gain insights into market trends, competitive positioning, and consumer perceptions, enabling them to develop innovative strategies for market expansion. Furthermore, the paper offers a strategic framework for the effective utilization of modern marketing research in the context of leguminous exports. It emphasizes the significance of data-driven decision-making, adaptive marketing strategies, and agile market responsiveness. In conclusion, this paper underscores the indispensable role of modern marketing research in enhancing the export prospects of leguminous products. By leveraging these methodologies effectively, exporters can navigate the complexities of global markets, capitalize on emerging trends, and foster sustained growth in the leguminous product export industry.

Analisis Sistem Informasi Akuntansi Penerimaan Kas dan Pengeluaran Kas pada PT Amaly Mitra Abadi Sulawesi di Kota Makassar

This research aims to determine the application of the cash receipts and cash disbursements accounting information system of PT Amaly Mitra Abadi Sulawesiand to determine the problems in the implementation of the cash receipts and cashdisbursements accounting information system. This type of research is descriptive qualitative research. The type of data used in this research is qualitative data with data collection techniques carried out using documentation and interviews. The results of this research indicate that the implementation of the cash receipts and cash disbursements accounting information system carried out by PT Amaly Mitra Abadi Sulawesi has been implemented effectively. Problems in the implementationof the accounting information system for cash receipts and cash disbursements at PT Amaly Mitra Abadi Sulawesi, there is no clarity regarding the division of tasksbetween the marketing and operational departments.

Research on the Motivation and Effect of Corporate Spin-Offs and Listings Based on Hai Di Lao's Spin-off of Super Hi

With the continuous development of the capital market, some listed companies select the spin-off listing method, diving some of their businesses into relatively independent subsidiaries and going public, aiming to better meet the development strategies of companies and the needs of the capital market. This paper aims to analyze the motivation and economic benefits of listed companies choosing a spin-off listing, in order to consider the conditions and significance of spin-off listing and provide reference suggestions for enterprises in the capital market and relevant government departments. This article takes Hai Di Lao splitting Super Hi as an example to study the motives behind the split and analyzes the economic benefits that the split brings to both the parent firm and subsidiary. Spin-off listing is an important measure for enterprises in the capital market. Finally, the paper provides reference suggestions for other firms in need in the capital market to choose spin-off listing cautiously and for the China Securities Regulatory Commission to regulate the behavior of spin-off listing.