Modern Customers Research Articles

AN ANALYSIS OF INDIAN SOCIAL MEDIA MARKETING

"Social media marketing" is the process by which a company promotes its website or goods using different social media sites. Marketers in India are moving quickly to seize the "new normal" opportunity. Social media has given companies a new channel to communicate with their target audience, allowing them to bypass traditional advertising middlemen and achieve unprecedented levels of success. To this day, most Indian marketers rank expanding their consumer base as their number one objective. Social media, email, and search engine marketing were the three most effective online investment channels in 2011, according to well-known Indian marketers. Half of all successful marketers think it's critical to mix social media with email marketing. This is why nearly every business on the planet is investigating social media marketing tactics. More important than "sending the message out" is the slogan "start engaging with customers" that now dominates contemporary advertising. Within consumer internet communities, "listening posts" and "dialogue hubs" are replacing the old "batch and blast" marketing role. Marketers are shifting from discrete, pure-play platforms to more integrated multi-channel strategies in order to fulfill the demands of modern customers across all devices and channels. Marketing professionals in India are making extensive use of a wide variety of platforms and technologies, including email, SMS, and social media. With the help of data on consumers' attitudes toward brand management on social media, this article will take a look at the present and future of social media marketing in India, as well as discuss its possibilities. Keywords:- Social Media , Marketing ,

Explainable Artificial Intelligence based Detection and Early Diagnosis of Polycystic Ovaries Syndrome using Optimized Hybrid Deep Learning Technique

Customer satisfaction is directly related with the customer retention. The marketer should understand the needs and expectations of his customers for making an effective marketing strategy. Measurement of customer satisfaction enables the firm to deliver maximum value to the customer. Delivering the values to customers facilitates in the creation of loyal customers. The main thrust area among these challenges is the dissatisfaction of customers. The main reason behind this dissatisfaction is the expectations of modern customers who are tech-savvy guys. The digitalization in the area of business is likely to continue in future which will create more challenges before the marketers. Hence customer satisfaction cannot be ignored in the modern digital age

Design for engagement in digital omni-channel: From funnel to loop

In the information-loaded digital age, the modern customer interacts with businesses through a multitude of channels, including websites, social media, physical stores, mobile apps, in-person and more. As a result, customer engagement has become increasingly complex and fragmented, and the traditional linear marketing funnel approach is no longer sufficient to meet the needs of modern customers. Instead, businesses must embrace a continuous loop of engagement and interaction across channels, known as the omni-channel approach, to create seamless and personalised customer engagement. This paper explores this shift in customer engagement strategies from a linear funnel approach to a continuous loop of interaction in an omni-channel environment. It provides a platform to share insights and best practices in designing engaging and seamless customer journeys that span multiple touch points. The scope of the paper includes, but is not limited to, such topics as customer experience, omni-channel marketing, loyalty programmes, emerging technologies, user behaviour and centralised data platforms. The paper takes a multidisciplinary approach, drawing on such fields as digital marketing, design, psychology and technology, in the context of experience design strategy, to provide a comprehensive understanding of engagement design in an omni-channel context. It also addresses the challenges and opportunities presented by the emerging subscription model as a new loyalty strategy and how it fits into the loop of engagement design. The paper contributes to the development of a holistic approach to engagement design that prioritises the customer’s needs, preferences and behaviours, and recognises the importance of continuous and personalised interactions across channels. By sharing knowledge and insights, this paper can help create meaningful and long-lasting relationships with customers and achieve sustainable engagement in a rapidly changing digital ecosystem.

Reimagining personalization in the physical store

The evolving landscape of physical retailing necessitates a reevaluation of personalization approaches to meet existing market conditions and the demands of modern customers. In this context, the authors explore the interplay between human-enabled and technology-enabled personalization, offering an examination of their characteristics, strengths, and weaknesses. The authors deconstruct the personalization process into three distinct stages, namely identification, implementation, and interaction, and discuss potential contingency factors of personalization in the physical retailing context. More so, the authors discuss the future of personalization in physical retailing along the three steps of the defined personalization process. In doing so, the authors lay out a research agenda that can serve as a valuable guide for future studies in this field.

The Impacts of Economic and Political Drivers on the Performance of the Chinese Fintech Sector: The Mediating Role of Blockchain Developments

The emergence of finance technologies (fintech) has revolutionised traditional financial services and delivery processes, the advancement of blockchain technologies has aided the transition of fintech services with optimized efficiency and added values for modern customers. This study critically explored the impacts of macroeconomic environment factors and policy interventions in China on the developments of blockchain across the period of 2017 to 2021, examining how blockchain developments (BDI) mediate the relationship between economic driver influence (EDI), political driver influence (PDI) and Chinese fintech market performance (CFMP). This study contributed to literature gap and utilised empirical knowledge on the measurement of macroeconomic and political factors toward technological development, forming designated proxies and latent variables to offer new parameters to measure the influence of these factors in unified manners. This study measured economic driver influence under GDP per capita (GDP), gross national income (GNI), government borrowing and debt (GBD), gross domestic expenditure on R&D per capita (GERD) and labour cost index (LCI), political factor influence is measured under government funding (GF), pilot zones (PZ), incubators (IC), national champions (NC) and supportive policies by engaged province ratio (SP). Blockchain development is measured by the number of blockchain company registrations (BCR), blockchain patents (NBP), venture capital investment volume (VCI) and revenue of blockchain companies (RBC). The results reveal that both EDI and PDI have highly statistically significant relationships with BDI, positively impacting the growth of the overall Chinese fintech market sector and across 4 key fintech segments of alternative finance, digital assets/ investments and payments.

DIGITALIZATION OF BUSINESS PROCESS AS AN AREA OF ACTIVITY OF LOCAL GOVERNMENTS

The article is devoted to analysis of digitalization of business process as an area of activity of local governments. The authors prove that digital transformation in modern conditions has the following number of features and advantages: (1) process optimization. New technologies allow enterprises and management systems to automate simpler processes and eliminate intermediate stages in more complex processes. This increases the “flexibility” of enterprises that can now make much more efficient use of their resources; (2) search for new revenue streams. With the advent of new technologies, new ways of making a profit are being discovered that were previously unavailable; (3) creation of a personalized and attractive service infrastructure. Modern customers expect businesses to listen to their opinions and meet their specific needs. Modern technologies are developed so much that they can solve all these problems.

Effect of Feed Additives Supplementation on the Growth Performance, Gastrointestinal Tract Characteristics, and Carcass Composition in Turkey Hens.

In order to increase growth performance and carcass composition, including meat quality, as demanded by modern customers, alternative feed additives are sought after as a result of the withdrawal of antibiotics employed as growth promoters in poultry feeding. Therefore, we conducted a study to see how effective three feed additives added to the diets and water of turkey hens were. The experiment consisted of 200 Big 6 turkey hens divided into two equinumerous groups (C and E), with five subgroups in each. The 14-week-long growth performance study comprised five feeding periods. Both groups of birds were fed complete feed rations with mineral and vitamin supplements. The factor differentiating the groups were effective microorganisms and Humokarbowit added to the birds' diets and garlic extract added to the drinking water in the experimental group (E) only. It was demonstrated that the included feed additives in the diets and water of turkey hens significantly increased (by 10%) the FBW and decreased (by 14%) the FCR throughout the rearing period. Birds from the E group scored significantly higher (by 3.6%) on the dressing percentage, and their muscularity and fattening grade were improved. Turkey fed rations containing the evaluated feed additives had a smaller share of the gastrointestinal tract in the body weight and a shorter duodenum and caecum (p ≤ 0.05). The muscles of turkey hens from group E featured a lower pH24 and were of lighter colour (p ≤ 0.05). To sum up, the use of effective microorganisms and Humokarbowit in the diets and garlic extract in the drinking water of turkey hens should be recommended in view of improved growth performance and carcass composition.

The Analysis of the Marketing Strategy of Hermès and accompanying word of mouth on social media

Luxury brands always have followers obsessed with purchasing the latest or the most popular goods from brands and posting online with related information, such as the customer service they receive, photos of the products, advice for others, etc. Therefore, this paper focuses on Hermès-one of the most successful luxury brands, with the assessment of three tactics (finding inner remarkability, leveraging game mechanics, and making people feel like insiders) it uses to gain customers’ word of mouth. A questionnaire is created to determine customers’ behaviors and psychologies when buying luxury goods, with 27 people completing the questionnaire. It is clear that the strategies of Hermès contribute to its high reputation among customers and motivate them to buy more. Still, some drawbacks, such as customer resistance and increasing profitable fake goods markets, are also significant. The results can help Hermès to create optimized tactics by considering modern customers’ needs during the post-pandemic era when more people decide not to have retaliatory consumption but only spend on necessities.

Управління процесами монетизації digital маркетингу в контексті забезпечення фінансового розвитку підприємства

The aim of the article. The aim of the article is to develop guidelines for managing the processes of monetization of digital marketing in the context of ensuring the financial development of the enterprise. Analyses results. The article presents methodological recommendations for the management of digital marketing monetization processes in the context of ensuring the financial development of the enterprise. The importance of monetization management processes in the modern conditions of doing business and the growth of the Internet trade market is substantiated. The essence of the concept of monetization of digital marketing is clarified, which contains not only the profitable part, but also the part of costs that can be minimized by forming a value proposition. Monetization models are systematized and our own method of grouping is proposed with the addition of a new group - custom. There are 4 models of monetization: advertising, sales model with an intermediary, direct sales model, custom model. The selection of the custom model is due to the fact that the processes of interaction with users are based on the formation of a value proposition for users. Being in the interests of the target audience increases their interest and loyalty. The growth of the customer base in turn increases the interest of advertisers, partners and provides an influx of new users. At the same time, the cost of attracting customers to the site is decreasing. The article presents the author's recommendations for strengthening the effectiveness of digital marketing monetization processes. Conclusions and directions for further research. The importance of managing the processes of monetization of digital marketing from the point of view of ensuring the financial development of the enterprise is substantiated in the work. The current trends of growth of trade on the Internet are analyzed, which led to the urgency of adapting enterprises to the new conditions of doing business and answering the demands of modern customers, a large percentage of whom make purchases online. The main models of monetization are generalized. The authors identified four groups of monetization models: advertising, intermediary sales model, direct sales model, custom model. It is proposed to separate the custom model into a separate group, as it differs in approaches to interaction with customers within which the value proposition is formed. Recommendations for enhancing the effectiveness of digital marketing monetization have been developed. The model of management of processes of monetization of digital marketing in the context of maintenance of financial development of the enterprise is offered

Put do kompetentnog bibliotekara - savremeni stručni kadar u javnim bibliotekama Zlatiborskog okruga

Practical work was the primary method for gaining professional competency as a librarian in Serbia prior to the foundation of formal education. The education level of librarians ranged from a short training to attending of specialized high schools (1948/1987), up to an academic level, which had establishment failures (1963/65, 1980/89) but became readily available since 1991. Today, the study programs for informatics and librarianship grant graduates the initial required competencies for employment in libraries (modern or otherwise), as well as a general readiness for continuous professional development. Employees who are graduates of other sectors will find that the professional exam serves as an extension of qualification for specialized librarian positions. In the 21. Century, the employment structure in Serbia's public libraries has shifted towards the highly-educated (around 45% in Serbia, around 58% in the Zlatibor district, around 95% In Public library Uzice). The constant professional refinement results in competencies which librarians wield to meet the demands of modern customers, and the acceptance of achievements made with non-formal and informal educations results in an increased motivation for participation in these programs.

АНАЛІЗ ВПЛИВУ ДІЯЛЬНОСТІ ЗАКЛАДІВ ІНДУСТРІЇ ГОСТИННОСТІ НА НАВКОЛИШНЄ СЕРЕДОВИЩЕ

The article presents the results of the analysis of the impact of the hospitality industry on the environment. It has been detailed specifics of large-scale global anthropogenic load arising from the economic activities of the hospitality industry, including their use of textiles, plastics, and plastic packaging, both for the environment and for consumers by unauthorized consumption of microplastics with beverages and food through the respiratory tract and skin. Plastic waste has penetrated the environment to such a degree that its particles are found in the air, soil, water and food, but the impact of plastic on human health is only in the initial stage of study. The phenomenon of "fast fashion" has led to a significant increase in clothing production and per capita sales in economically developed countries, as a consequence, the total greenhouse gas emissions from textile production amount to 1.2 billion tons per year, and during washing, some products emit plastic microfibers, about half a million tons of which pollute the ocean every year. As for plastic products, which are the main material of the modern economy, it is expected that over the next two decades its production will double and a huge amount of its waste will be released into the environment. Extracts of polyvinyl chloride (PVC), polyurethane, and all "bioplasts" made of polylactic acid (PLA) have the highest toxicity. On average, a person absorbs more than 5,800 particles of synthetic waste each year, including 88% from tap water. The results of youth surveys illustrating the dominant patterns of purchasing behavior of goods and services, including the hospitality industry, are presented. It has been proven that the vast majority of buyers are not ready to prefer eco-friendly goods and services both at leisure and at home, despite being aware of the harmful effects on the environment and their own health. This trend of consumer behavior is due to the high demands of modern customers and the unwillingness to break their usual habits and rules. However, the existing passivity of buyers does not deter the initiative of the owners of the hospitality industry to gradual transformations in the direction of "green" activities and further encouragement of tourists to environmentally conscious shopping behavior.

Firms’ Investment Behaviours in Temperature-Controlled Supply Chain Networks

Delivering high-quality food into markets is a vital expectation of modern customers. The significant increase in consumers’ awareness of food freshness, nutrition, and safety makes the temperature-controlled supply chain (TCSC) the focus of food logistics safety. However, a large number of Chinese companies are still reluctant to invest in the food supply chain, resulting in a high rate of supply chain logistics loss. This research aims to establish an economic model to explain why these companies do not invest and under what conditions they will do. The results show that high economic investment is the main reason that hinders companies’ willingness to build TCSC. Large companies with bigger production are more willing to invest in TCSC than small companies. Besides, larger companies running with high-quality products could get more profit while small companies operating with normal products are less competitive.

Comparison of the Effects of Conching Parameters on the Contents of Three Dominant Flavan3-ols, Rheological Properties and Sensory Quality in Chocolate Milk Mass Based on Liquor from Unroasted Cocoa Beans.

The content of polyphenols in chocolate depends on many factors related to the properties of raw material and manufacturing parameters. The trend toward developing chocolates made from unroasted cocoa beans encourages research in this area. In addition, modern customers attach great importance to how the food they consume benefits their bodies. One such benefit that consumers value is the preservation of natural antioxidant compounds in food products (e.g., polyphenols). Therefore, in our study we attempted to determine the relationship between variable parameters at the conching stage (i.e., temperature and time of) and the content of dominant polyphenols (i.e.,catechins, epicatechins, and procyanidin B2) in chocolate milk mass (CMM) obtained from unroasted cocoa beans. Increasing the conching temperature from 50 to 60 °C decreased the content of three basic flavan-3-ols. The highest number of these compounds was determined when the process was carried out at 50 °C. However, the time that caused the least degradation of these compounds differed. For catechin, it was 2 h; for epicatechin it was 1 h; and for procyanidin it was 3 h. The influence of both the temperature and conching time on the rheological properties of chocolate milk mass was demonstrated. At 50 °C, the viscosity and the yield stress of the conched mass showed its highest value.

VALUE CREATION AND CUSTOMER SATISFACTION OF QUICK SERVICE RESTAURANTS IN LAGOS STATE, NIGERIA

The Quick Service Restaurant (QSR) industry is one of the key contributors to the Nigerian economy; providing substantial revenues to government and sizable employment opportunities at the processing and retailing levels. Previous studies in Nigeria investigated customer value from the customer’s perspective but rarely has research sought to achieve both QSRs’ owners/managers and customers’ perspectives in a single study. Despite the increasing popularity of “eating out,” Quick Service Restaurants in Nigeria have shown a negative growth rate, with decline in total income, as it has become increasingly difficult to satisfy modern restaurant customers who seek unique experiences that are more than just consuming food. Hence, this study investigated the effect of value creation on customer satisfaction of Quick Service Restaurants in Lagos State, Nigeria. Cross-sectional survey research design was adopted. The population of the study was 799 owners/managers, accountants and customers of Quick Service Restaurants in Lagos State, Nigeria. A well-structured and validated questionnaire was used for data collection. Cronbach’s Alpha reliability coefficients for the constructs ranged from 0.72 to 0.92.The response rate was 75.8 percent. Data were analysed using descriptive and inferential statistics. Findings revealed that value creation dimensions had no significant effect on customer satisfaction (Adj. R2 = -0.011; F(6,296) = 0.450, p<0.05).The study concluded that value creation had no significant effect on customer satisfaction of Quick Service Restaurants in Lagos State, Nigeria. The study recommends that owners / managers of Quick Service Restaurants (QSRs) in Lagos State, Nigeria should go beyond transactional operations and develop customer relationship management programmes in order to enhance customer satisfaction.

VALUE CREATION AND PROFITABILITY OF QUICK SERVICE RESTAURANTS IN LAGOS STATE, NIGERIA

The Quick Service Restaurant (QSR) industry makes a significant contribution to the Nigerian economy; providing substantial revenues to government and sizable employment opportunities at the processing and retailing levels. Previous studies in Nigeria scarcely investigated organisational value creation impact on firm performance particularly in the QSR industry. Despite the increasing popularity of “eating out,” Quick Service Restaurants in Nigeria have shown a negative growth rate, with decline in total income, as it has become increasingly difficult to satisfy modern restaurant customers who seek unique experiences that are more than just consuming food. Hence, this study investigated the effect of value creation on profitability of Quick Service Restaurants in Lagos State, Nigeria. Cross-sectional survey research design was adopted. The total population was 414 owners/managers, accountants of Quick Service Restaurants in Lagos State, Nigeria. A well-structured and validated questionnaire was used for data collection. Cronbach’s Alpha reliability coefficients for the constructs ranged from 0.72 to 0.92. The response rate was 73.2 percent. Data were analysed using descriptive and inferential statistics. Findings revealed that value creation dimensions had significant effect on profitability(Adj. R2 = 0. 395; F(6,296) = 33.801, p< 0.05).The study concluded that value creation had significant effect on profitability of Quick Service Restaurants in Lagos State, Nigeria. The study recommends that Quick Service Restaurants (QSRs) in Lagos State, Nigeria should continue to deploy their resources effectively and efficiently, identify and satisfy the interests of their key stakeholders in order to enhance profitability.

Фінтехнології в банківському бізнесі: реалії та перспективи

The article aims at studying the place of and prospects for financial technology development in the banking business during the digitalization process in the economy by using both the theoretical and empirical research methods. Having analyzed research works on the topic, the authors systematize the key trends in banking innovations in Ukraine and prove the relevance of financial technology in the banking business during the current digitalization. As a result, the current place of financial technology in the banking business is determined by identifying modern customers’ needs and current market conditions in the field of money services (the growing number of Internet users, gadgets, and hence the growth of the cashless money transfer turnover), and the following prospects are suggested: customer value and the quality of service provisioning (i.e., quickness, flexibility of the business structure and extensive use of various technologies). The results are based on the synthesis and analysis of the achievements of financial technology companies in the Ukrainian and world markets, their cooperation with banks, as well as their actions in the global pandemic, the latter reducing the financial inflow, but at the same time encouraging innovations. Research prospects in this context lie in suggesting the key trends of the future, such as including financial services in non-financial relations, the Internet of Things (seamless payments, where the focus shifts from payment to the service itself, providing long-term interaction between the seller and the buyer); the nature and consequences of changing the format of payment services in the domestic market (PSD2). Still, much will depend on further results of the work of the Ministry of Digital Transformation of Ukraine and the actions of the regulator, i.e. the National Bank of Ukraine, concerning the digital development of the financial sector

Marketing i upravljanje promenama u sektoru usluga

The service sector is a key driver of the modern economy, but the area of marketing is still not sufficiently researched. Services differ from products in many characteristics, so their planning, organization and control deserve great attention. On the other hand, many marketing experts state that product brands are increasingly taking on elements of services, because customers do not view the product only as a product, but a compilation of products and services that goes with the product. The needs of modern customers are changing rapidly, and innovating services that meet the wishes and expectations of customers is a key issue.

The Future of Information Technology in the Russian Trade

The development of innovative technologies in Russian retail is connected with the change of consumers’ relations models. They acquire a new format, accents and technologies of trade presentation change. Nowadays the omni-channel concept replaces the traditional selling concept. The key goal of the paper is to determine the main directions of digitalization in retail. The sub goals are to study the customers’ preferences in the use of digital sales channels and to identify the prospects of creating an information customer base that available for all sales channels. The study was conducted on the basis of statistical analysis methodology. The study results have showed that the omni-channel concept represents an integrated and systematic approach to sales. The modern customers’ tastes and needs are changing very fast and the priority purchase channels are also changing along with them. The desire of a particular person to make a purchase arises as a result of the impact of diverse and multidirectional information. The purchase decision requires access to a sales channel. It can be offline store, online store, mobile devices, social networks, phone call, etc. A seller that uses all possible sales channels gains a significant competitive advantage. The buyer will be guided by the principles of speed, convenience and minimum costs.

Influenseri kao segment digitalne marketinške komunikacije - stavovi generacije Y

The aim of the research presented in this paper is to provide insights into marketing communication changes induced by digital transformation and social media use. Contemporary marketing communication strategies are observed in the context of dominant information sources shift, as well as demographic trends that have placed Generation Yin marketing theorists' and practitioners' focus of interest. This paper examines the role and significance of prominent social media users - influencers in creating contemporary marketing communication. Considering the fact that modern customers are characterized by a high degree of digital sophistication, the research in this paper focused on the prominence of social media as main sources of information sharing. This paper presents the results of an empirical research which aim was to examine the attitudes of Generation Y members in Serbia regarding influencer marketing. The contribution of this paper is reflected in the critical analysis of obtained results, thus increasing the corpus of relevant knowledge.

Integration and Enhancement of Load Frequency Control Design for Diverse Sources Power System via DFIG Based Wind Power Generation and Interonnected via Parallel HVDC/EHVAC Tie-Lines

The present paper discusses the integration as well as contribution of doubly fed induction generator (DFIG) based wind turbines in load frequency control (LFC) of the modern electric power system in order to supply the quality as well as pollution free electric power to the modern customers. In addition the control areas are connected via HVDC tie-line in parallel with EHVAC line with diverse sources i.e. hydro, thermal and gas based power generations in each area. Efforts have been made to propose an optimal LFC design based on the feedback of few state variables which are available for the measurement and contains good information of the complete power system. The LFC design based on few states are implemented and the obtained results are presented to show the LFC enhancement considering DFIG and parallel HVDC/EHVAC lines. Atlast, the beauty and effectiveness of LFC based on few states are compared with LFC design depends on all system states under similar working conditions and the application results are presented.