Online Marketing Strategies Research Articles

Systematic review of gender differences and similarities in online consumers’ shopping behavior

PurposeThis study aims to systematically examine gender specific behavioral differences and similarities in online shopping consumers, underlying theories for such differences and similarities and moderating and mediating roles of gender in studying the effects of online marketing strategies. This synthesis explores gender differences and similarities from a wide range of online settings, including readiness for adoption of new technology, willingness to make online payments, trust in online vendors, perception and behavior toward online business websites and perceived online service quality.Design/methodology/approachA systematic approach was adopted to derive and then analyze the existing literature. The authors accessed relevant literature from three electronic databases. After a thorough screening process and applying inclusion and exclusion criteria, the study shortlisted 61 academic articles from an initial pool of 187 papers.FindingsThe findings reveal more differences than similarities between men and women as online consumers. Men generally have more favorable attitudes toward e-tailers (electronic retailing), online purchase/re-purchase and e-payments than women do. Social influences positively affect the online purchase intentions of men and women, but they have a more substantial effect on women. Privacy concerns negatively affect the online trust of men and women, but they also manifest a more significant influence on women.Practical implicationsFindings of review guide practitioners in formulating effective positioning and communication strategies that enable them to appeal to gender-specific consumer segments in multiple products and business contexts. It offers guidelines to online businesses for developing e-business platforms (websites) that persuade the target audience across gender groups, based on consumer browsing and web navigation preferences.Originality/valueThis review fulfills the need for a systematic synthesis of empirical research vis-à-vis online consumer behavior studies to find gender-specific perceptions, attitudes and behaviors.

Integration Model Productive Business as Embryo Oyster Mushroom in Village Klakah District Lumajang

Research Purposes : to realize Small and Medium Industries (IKM) that are globally empowered in solving social problems through product downstreaming.
 Design/methodology/approach: The research method is descriptive qualitative, using direct observations and interviews and documentation.
 Findings: The Oyster Mushroom Farmer Group has applied the management function (organizing), business administration starts to be organized by implementing the economic entity principle, has applied a more effective online marketing strategy, graphic design for the packaging of all product innovations has followed the proper provisions, especially innovation for packaging. oyster mushroom products
 Limitations/Implications Research: the data sources only came from the head, farmers, and processors of the "Manut" Oyster Mushroom Farmers Group.
 Practical Implications: to transfer of knowledge from universities to the participants of the "Manut" Oyster Mushroom Farmers Group, especially business management, business administration, effective online marketing strategies, graphic design, and product innovation made from oyster mushrooms.
 Originality/Value: Integration Model Productive Business as Embryo Oyster Mushroom in Village Klakah District Lumajang
 Type of Paper: research paper

INTERNET MARKETING SOLUTIONS TRANSFORMATION DUE TO CHANGES IN CONSUMER'S PERCEPTION OF INFORMATION

We have outlined the main aspects of the modern socio-economic space that have led to transformation not only in the business sector but also in human thinking. We have examined the aspects of the studied problem expressed in modern scientific works and explained the need for further study of changes in the thinking processes of consumers in the field of transformation of applied Internet marketing solutions for the requests of Internet users. We have analyzed the dynamics and trends of changes in Internet user behavior, thereby identifying the key aspects that should be taken into account when companies create online marketing strategies. We have proposed a list of steps to optimize the marketing strategy of the business in line with new realities.The relevance of the study is due to the social processes of modern society resulting in the tendency to transform consumers' thinking. COVID-19 and self-isolation have had an impact on this phenomenon, accelerating the massive changeover to online communication and online shopping.The goal of this article is to describe the results of a study of changes in consumer thinking in connection with the transformation of realities caused by the global pandemic.The scientific novelty of the study lies in highlighting the peculiarities of information perception by modern consumers associated with the global pandemic, and in substantiating the ways of transforming Internet marketing solutions for companies in an altered reality.The theoretical importance of the research lies in a better understanding of the reasons and features of the transformation of information perception by consumers in modern realities, as well as in the analysis of scientific works to study the impact of informatization and computerization on society thinking, which can be used to study this component in marketing research, including in online marketing. This is the practical value of this work.The practical value of the study lies in identifying the features of the transformation of the thinking of modern consumers through visitors to the website of Cita Lieta ltd. at ceanocosmetics.com.Like in any scientific article, this one has its research limitations. The author explores the transformation of consumer thinking change using the data from the website analytics of one company in a particular niche.

Is firm-generated content a lost cause?

The COVID-19 pandemic brought lockdowns upon consumers and firms alike, and social media became the vehicle by which brands attract more customers into their sales funnels. Accordingly, firm-generated content (FGC) has become a popular tool, allowing brands to use various content types to show consumers sharable, informative, and comment-worthy information. From the customer's perspective, this content type competes with, and complements, user-generated content (UGC). As current research focuses mainly on UGC, several questions regarding the social media marketing role of FGC, remain unanswered. Hence, this study aims to explain how FGC influences customer purchase intention, using online survey data. We use partial least squares structural equation modeling to analyze the data and determine users' attitudes toward FGC. The findings suggest that FGC negatively influences purchase intention and has little effect on brand equity and attitude. These results challenge marketers to rethink their online marketing strategies.

International students’ university decision quality: The effect of online environment quality, information-task fit, perceived usefulness and social influence

In the world of online marketing, higher education (HE) sectors still question the appropriateness of their online marketing strategies for disseminating suitable information to influence academic matriculation decisions. Different information sources have the potential to positively enhance students’ decision quality through different levels of utilization. This research investigated the influence of online environment quality on international students’ decision quality, and whether information quality (IQ) of the online environment predicts information-task fit (ITF), perceived usefulness and decision quality. The data used for this study was gathered from first- and second-year international students ( N = 308) at different universities across six countries. A structural equation modelling approach revealed the significant influence of online environment quality on the decision quality of international students’ university choice through the mediating perceptions of two levels of utilization, ITF and perceived usefulness. Furthermore, the moderating roles of website type and source type showed the significantly different influences of IQ on students’ decision quality. Implications for HE researchers and marketers in improving the online environment quality and marketing are provided.

TEKNOLOGI PENGEMASAN UNTUK MENINGKATKAN PEMASARAN PRODUK LOKAL MADU KELULUD DUSUN LIMBUNG BANGKA

Real work learning (KKN) is an academic obligation that must provide benefits for learning for students and provide solutions to problems in society in the form of smart creative ideas that are appropriate for the times. The socialization program for the right packaging technology to increase the marketing of superior products from Limbung, Jada Bahrin Village via online to creative business actors as part of the XV KKN_UBB Program with the theme Creative Learning and Serving in the Covid 19 Period. The activity was attended by 15 students and 1 assistant lecturer. The implementation starts from June 22 to August 9 2020 in Limbung hamlet, Jada Bahrin village, Merawang district, Bangka regency. Activities include, observation activities to better understand social conditions, formulating activity items and real implementation in the form of products. Mentoring activities begin with mentoring in making product packaging designs by means of tutorials and practice, mentoring and teaching online marketing tutorials. The activity succeeded in designing, packaging kelulud honey products and assisting technology-based marketing using online media. The whole stages and program of activities show that after this KKN activity is felt to be beneficial for the community, and the community hopes for the sustainability of the program. Technological improvements in the form of training and mentoring in the management of product innovation, packaging appearance and online marketing strategies are still needed.

Empowerment of Marketing Strategies of Angkringan Traders Through Social Media During Covid-19 Time in Ponorogo

The 2021 KPM-DDR activity will be held in Jingglong Village, Ponorogo District, Ponorogo Regency. We and the community chose the personal asset owned by Mrs. Siti Zulaecha, namely the Angkringan business, on the grounds that the development of personal assets is aimed at making the business owned by Mrs. Siti Zulaecha more developed, especially in this Covid-19 pandemic situation. In a pandemic situation like this, it has a big impact, one of which is in the economic sector, moreover the government has issued a letter related to PPKM policies, one of which is the implementation at 20.00 WIB. Therefore, angkringan businesses that are known to be open until 12 hours and above must be closed according to government policy. The marketing strategy that we did to develop the angkringan business was by making branding, posters and uploading on social media such as Instagram, Facebook and WhatsApp as well as financial management applications. KPM-DDR activities use the ABCD (Asset Based Community Development) method through four stages of implementation, namely inculturation, discovery, define, reflection and RTL. The result of this activity is to implement online marketing strategies through social media and the use of financial management applications can increase revenue and help angkringan business owners discipline financial bookkeeping. In addition, it makes angkringan businesses survive in the midst of a pandemic situation with new innovations to market them on social media.

“I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers

PurposeAs social media use rises, the impact of social media influencers on customer buying decisions increases, due to customers viewing influencers as ideal role models who they try to imitate. Nevertheless, this phenomenon is still under-researched. This study examined the impact of the imitation of influencers on customer buying intention toward endorsed products, which is mediated by social comparison, materialism and the fear of missing out (FOMO).Design/methodology/approachAn online survey of 243 respondents was conducted via Amazon's Mechanical Turk platform. This study employed structural equation modeling to test for direct and indirect effects among the constructs.FindingsThe results revealed that imitation of influencers has a significant impact on social comparison, materialism and FOMO, which affect buying intention toward endorsed products. The analysis results highlight the critical role of FOMO in explaining buying intention toward endorsed products in the context of social media influencers.Originality/valueThis study proposes a new theoretical model and empirically tests the power of influencers to affect consumer buying intention for endorsed products. It also explains the influencers' effects through FOMO, which have hardly been examined in earlier research although it is an important factor in understanding customer behavior. The implications are discussed for the academic literature and for online marketing strategies in marketing and advertising management.

Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research

ABSTRACT The development of the Internet and the implementation of traditional marketing strategies have given rise to the emergence of digital marketing strategies exploited both by SMEs and large companies. These companies combine data sciences with digital marketing strategies to sell products, generate brand awareness, or access new markets. The present study aims to understand the role and use of data science by SMEs in their online marketing performance. The research method used in this study is a systematic literature review. The data were analyzed using multiple correspondence analysis (MCA) in the programming language R. Based on the results, we identify a total of seven state-of-the-art uses of data science in digital marketing used by SMEs in their online marketing strategies that are graphically represented and analyzed. In addition, four future lines of research are proposed and discussed to understand the direction of the next steps that SMEs should take to successfully develop their digital strategies. Finally, the review concludes with a discussion of the theoretical and practical implications of our findings for further research on the influence and use of data sciences in SMEs' online marketing performance.

Linear and nonlinear relationships: a hybrid SEM-neural network approach to verify the links of online experience with luxury hotel branding

PurposeMobile technologies have recently come to serve as the primary reservation option for the hospitality industry. This study examines the role of online experience in determining potential consumers' perceived hotel brand image, through a three-stage model based on the stimulus–organism–response (SOR) framework.Design/methodology/approachA dual-stage analytical procedure, including structural equation modeling (SEM) and an artificial neural network (ANN) approach, was adopted to test the hypotheses.FindingsOnline experience of mobile applications (apps) can be influenced by perceived usefulness. As the indivisible component of consumers' cognitive beliefs, perceived ease of use exerts a positive impact on online experience. The online experience of mobile apps positively influenced brand awareness and satisfaction, further contributing to potential consumers' brand image formation.Research limitations/implicationsThis study empirically verified the relationships among potential hotel consumers' perceptions of official hotel mobile app quality, online experience and brand image.Practical implicationsThis study reiterates the importance of official hotel apps in implementing online marketing strategies, suggesting that hoteliers should pay attention to enhancing the quality of their official apps.Originality/valueThis study is one of the first to combine machine learning techniques with the traditional SEM approach to assess linear and nonlinear relationships in consumers' perceptual models. Additionally, the findings provide theoretical insights into the online experience of mobile apps and reveal the perceived brand image formation process of potential consumers.

Research on the B2C Online Marketing Effect Based on the LS-SVM Algorithm and Multimodel Fusion

The comprehensive B2C online marketing is analyzed, and the current situation and shortage of comprehensive B2C online marketing strategies are summarized. Then, based on the relevant theories of consumer behavior and online marketing, the model of influencing factors in the purchasing decision-making process of online consumers is preliminarily constructed, the online purchasing behavior of consumers is studied by means of questionnaire survey, and the model is revised and improved through data collection and verification. Finally, based on the model, the online marketing strategy is discussed from the aspects of comprehensive B2C online marketing construction, product positioning, price strategy, channel construction, website design, and so on. It has important guiding significance to comprehensive B2C online marketing practice. Aiming at the B2C online marketing problem of multimodel fusion with multiobservation samples, a new multimodel fusion B2C online marketing algorithm based on LS-SVM is proposed, which is suitable for multiobservation samples. In each B2C online marketing of multimodel fusion, the mode of B2C online marketing to be multimodel fusion is represented by the multiobservation sample set. Firstly, the label of the multiobservation sample set is assumed, and this assumption condition is taken as the constraint condition of the optimization problem in LS-SVM. Thus, the B2C online marketing error of multimodel fusion is obtained. The category of multiobservation samples was determined by comparing the B2C online marketing errors of multimodel fusion under two assumptions. The B2C network marketing prediction method, stacking integrated learning method based on multimodel fusion, is adopted to build a multimachine learning algorithm embedded into the stacking integrated learning B2C network marketing prediction model. Through verification, it shows that the lower the correlation degree, the better the model prediction effect. Compared with the traditional single-model prediction, the B2C network marketing prediction method based on multimodel fusion stacking integrated learning method has higher prediction accuracy. The model prediction effect is better.

An integrated AHP-TOPSIS for evaluating online marketing strategies for the hospitality industry

Online marketing has been the most efficient and useful platform for reaching out target markets and building customer relations. Despite its widespread use, the hospitality industry is at its forefront of identifying its most suitable online marketing strategies. This emphasis is crucial to strategic marketing and resource allocation decisions, which may impact the long-term performance of businesses. The need to address both perspectives of customers and businesses, along with the multiple online marketing strategies under the presence of multiple criteria, requires a rigorous analytical and comprehensive approach for evaluating the efficacy of these strategies for the hospitality industry. Thus, this work offers an integrated approach based on the analytic hierarchy process (AHP) and the Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) as a decision-making platform for the problem domain.

The Effects of Psychological Distance on Sport Consumers’ Purchase Intentions

Sport consumers purchase products or services online based on several factors. In particular, psychological distance is a significant factor that affects decision making, and it is important to understand how multiple dimensions of psychological distance influence sport consumers’ purchase intentions. Therefore, the purpose of the study was to examine the different impact of social, temporal, and spatial distance on sport consumers’ purchase intentions online. An online experimental survey was employed and 103 samples were collected from college students in Midwest area. Analysis of variance was conducted and the findings showed different effects of psychological distance on sport consumers’ purchase intentions online between social distance and temporal distance, and social distance and spatial distance. This study provides sport marketer with practical information about online marketing strategies. Keywords: social, temporal, spatial, psychological distance, sport consumers, purchase intentions DOI: 10.7176/JMCR/80-03 Publication date: July 31 st 2021

Evolution of Online Marketing Tools, Approaches, and Strategies With Associated Challenges

Marketing tools like organizing campaigns, banners, TV, and radio are traditionally designed for making the product more appealing and creating a need in the customers' minds. With the increased use of internet in our day-to-day life, these traditional tools are being replaced rapidly by online marketing media. Online marketing is a two-way communication that can reach a large number of relevant people in less time by providing more information and removing geographical constraints. The companies can respond to the customers' requirements more speedily with better quality by making direct contact with them. Most of the online development work supports itself with the revenue earned through advertisements rather than subscription. Online marketing is one of the largest, most effective, and fastest advertising media. Today, it is an essential medium of advertising for meeting the desires and needs of the customer. This paper explores the history of online marketing along with its basic tools with a special emphasis on keyword-based search, recommendation engines, and real-time bidding.

부동산 간접투자상품의 투자만족도 및 재투자의도에 관한 연구

This study recognized the need to stimulate the real estate indirect investment market and investigated the investment satisfaction. The main results are as follows. First, it is the return characteristics that have the largest impact on investment satisfaction in real estate indirect investment products. Second, the recognition of market environments and the external characteristics have a significant impact on investment satisfaction in real estate indirect investment products. Third, the impact of investment conditions and marketing characteristics on investment satisfaction in real estate indirect investment products was not significant, and the internal characteristics had no impact. Based on the results, this study suggested the following implications. First, it is necessary to develop and expand the supply of real estate indirect investment products with high profitability. Second, the government needs to push deregulations and supports in order to stimulate the real estate indirect investment market. Third, it is necessary to promote online marketing strategies for real estate indirect investment products.

Dematel-Topsis-AHP for Online Marketing in Furniture Industry

This study aimed to create an online marketing model for the identified furniture industries in metro Cebu as inputs to trends and innovation. Ten (10) furniture industry experts and ten (10) customers who have purchased online were asked for their opinions and preferences in selecting an online marketing strategy. To treat the data for online marketing selection decision-making, an integrated DEMATEL-TOPSIS-AHP approach was used. DEMATEL provided interrelationships and the weight of each criterion, whereas Technique for Order Performance by Similarity to Ideal Solution provided weights and ranking of the initial alternatives. Furthermore, the Analytic Hierarchy Process (AHP) was used to compute the final alternative weights. The global weight was computed for the definitive ranking of alternatives after obtaining weights of all levels in the hierarchy. The proposed MCDM model was used in the Philippines furniture manufacturing industry, with a concentration in Cebu City. A priority map for small and medium-sized businesses in selecting an online marketing strategy that considers both business and customer perspectives has been proposed. This is advantageous because it keeps SMEs competitive in the market. The proposed map will allow decision-makers to choose an online marketing strategy from two distinct perspectives, giving them greater flexibility in selecting the right strategy. More research in various industries is needed to help with the decision-making process for online marketing strategy. Although technology is considered dynamic, the benefits of this proposed model are expected to last for a longer time.

The relationship of marketing communication and customer behaviour in the online store industry

Motivation: The article fills a crucial gap in the literature in the realm of investigating and understanding customer behaviour in the digital environment. Research in the field of ever-shifting digital marketing communication is fundamental.
 Aim: The key purpose of the research paper is to investigate the relationship between the frequency of seeing marketing messages by respondents and their market behaviour.
 Materials and methods: Various approaches to online marketing communication and descriptions of consumer behaviour were analysed in the theoretical framework of the article. The goal mentioned above was achieved through the survey conducted in 2020 on the sample of 461 respondents who had access to the Internet. Data were collected using a Google Form, and then the empirical data were analysed using Spearman?s correlation coefficient in Microsoft Excel application. The research involved observing the online marketing communication carried out by the surveyed entities in addition to mentioned methods.
 Results: The findings prove that the frequency of seeing marketing content by respondents has an impact on the Spontaneous Brand Awareness Rate, the Aided Brand Awareness Rate, the frequency of store website visits, the propensity to repurchase, and online store reviews. There is a strong relationship between the quantity and the variety of online marketing messages broadcasted by an online store and the engagement of customers in the digital activity of the online store. The research will help entrepreneurs develop future online marketing communication strategies and indicate the development of online communication toolkits. The research paper confirms the importance of maintaining a relationship with customers who shop online.

Influence of Geographical Location and Online Marketing Strategy on Sales Grocery Store in Bandung

The COVID-19 pandemic throughout 2020 has hit the business development of several Micro, Small & Medium Enterprises (MSMEs). Therefore, marketers have to rack their brains to be able to market their products to consumers. The grocery store is one of the small businesses that has not escaped the impact of the Covid 19 pandemic. To be able to survive during the Covid 19 Pandemic, we have to work around this. Starting from focusing on digital marketing through websites that are used as e-commerce, social media, search engines, selling through the marketplace, and forming a reseller team to sell their products. To continue to increase sales in limitations and increasingly fierce competition, grocery stores are required to be proactive and increase their capabilities and potential. This study aims to develop an online marketing strategy and geographical location using Grabmart to increase grocery store sales. Bearing in mind the importance of the issue the present study also considered the role of geographic location of the brands regarding their sales. The research method used is a type of qualitative research with a descriptive approach. Data were collected using interviews and distributing questionnaires to the owners of the grocery store in South Bandung. Data analysis using SWOT analysis. The results showed that the results of the internal factor IFE value of 3.90. Where the total value of strength is 2.44 and the value of weakness is 1.46. And the external factor EFE obtained a value of 4.02. Where the total value of the opportunity is 1.96 and the total value of the threat factor is 2.07. From these results, the marketing strategy that must be carried out by the grocery store is an aggressive growth strategy. Additionally, the results of the study revealed that geographic location of the store also influences its strategy and sales. © 2021 RIGEO. All Rights Reserved.

Information Technology for Travel Agency

The purposes of this research are to describe, analyze, and determine the online marketing strategy of domestic travel agent at Bandung Tour Expert. In this case, the authors focused on SWOT analysis to find out the right marketing strategy for the tour packaging. In this research, the data was collected using the observation method, meanwhile the data analysis method used were descriptive qualitative and SWOT analysis. Internet users number are increasing, especially adults with high mobility. For them who often travel outside the city, internet is crucial because it connects them with the travel agent. Nowadays, the convenient use of Internet technology is used to market products and services offered by travel agents, so that it provides many benefits for business travel agents with minimum marketing costs. The results of this study were the use of internet and online marketing had impacts on the increasing profits of the travel agents. The conclusion of this research is Bandung Tour Expert as a company need to improve their variant of tour package to make tourist more interest to visit the company website.

Strategi Pemasaran Online pada Masa Pandemi Covid-19 Dalam Penerimaan Peserta Didik di SMK Al Hafidz Leuwiliang Bogor

This study is intended to answer the following problems: 1) What is the online marketing strategy during the COVID-19 pandemic in accepting students at Al Hafidz Leuwiliang Vocational School? 2) What is the influence of the Al Hafidz Leuwiliang Vocational High School Online Marketing Strategy in accepting students during the covid 19 pandemic? These problems were discussed through research conducted at SMK Al HAfidz Leuwiliang where this madrasa was used as a source of data information to obtain portraits, descriptions, answers and results of marketing management strategies in order to increase student acceptance. In this case the data obtained by means of interviews, observation and documentation. All data will be analyzed descriptively, namely by pouring the results into sentences that are arranged in such a way that they can be neatly arranged sentences. The results of the study show that: 1) In the online marketing strategy at SMK Al Hafidz Leuwiliang implemented by every element in the school, this is because the marketing strategy planning implemented will be able to run more effectively and maximally. SMK Al Hafidz also uses three stages of online marketing strategy, namely: Segmentation; Namely consumer actions about the needs and wants both in the present and in the future , Targeting ; namely positive targeting in determining which areas will become customers of Al Hafidz Vocational School. Three villages are prioritized, namely Karacak, Karyasari and Cibitung villages, as well as Positioning; namely about how to establish a position to gain competitive advantage between educational institutions in Leuwiliang District. 2) The implementation of online marketing strategies does not have much effect on student acceptance. Because offline marketing still needs to be needed by the customer (prospective students). Keywords: Online Marketing, Strategy, Covid 19 Pandemic