Online Marketing Strategies Research Articles

Helpfulness and economic impact of multidimensional rating systems: Perspective of functional and hedonic characteristics

AbstractNowadays, the multidimensional rating systems are increasingly popular in practice to help consumers evaluate multiattribute products or services. This study aims to examine the helpfulness and economic impact of multidimensional rating systems and the moderating effect of product type (ordinary, premium) from the perspective of product line. To identify the different effects of different product characteristics on consumers' behavior, multidimensional ratings and textual reviews are classified into two different sets according to the product attributes (functional, hedonic). Besides, the effects of review valence are considered simultaneously. Econometric analysis and text mining are conducted on the real data from autohome.com, a leading Chinese automobile rating platform. Results show that (a) in terms of perceived helpfulness, reviews with positive functional ratings or with negative hedonic ratings are perceived more helpful for ordinary product, whereas reviews with positive hedonic ratings are perceived more helpful for premium product. (b) Regarding product sales, the impacts of functional and hedonic ratings on product sales are inverted U‐shape. Furthermore, for ordinary product, variance of functional ratings has a negative effect on product sales, whereas hedonic ratings variance has an opposite impact. Surprisingly, ordinary product consumers tend to pay more attention to the negative hedonic reviews, whereas premium product consumers concentrate more on the negative functional reviews. In summary, various influences of multidimensional reviews and ratings across product type on review helpfulness and product sales are deeply explored in this study, suggesting that firms' online marketing strategies should be contingent on product type and characteristics.

Marketing Strategy Using Collaboration of Information Technology and Market Place

The research goal is firstly finding good strategy for online marketing using social media and market place and the second is to find dominant variables which drive consumer to purchase product from online marketing. This study uses descriptive analysis method. Social Media is one of powerful tool for marketing the product but the nature of social media is a chatting media or open publish news. Only people who are connecting as a member of friend of social media can get the information and sometimes abundantly information can cover and lose the important information. On the other side, market place familiar as virtual shop which is small business can make many virtual shops with many offering products. However, marketplace need tools to direct people to it. One virtual shop has to compete globally to hundreds virtual shop in marketing and promoting the shop and its product. The result show in the online marketing strategy there are found three dominant variables found in this research. They are a) becoming liker b) automatic broadcast message by twitter which is scheduled based on target activity and c) direct message including communication to user om Instagram. From the result can be concluded that the repetitive of ads using twitter give more better strategy in online purchasing.

Purchase Decision of Online Shoppers towards Green Products

Technological advancements in this internet era, encompasses wide choice of online marketing strategies. Environmentally sustainable products or green products are of wide importance due to its efficiency in keeping the environment clean and pleasant. Green products are highly demanded by the consumers and their purchase intention through online mode is increasing day by day. Online marketing strategy is executed by web retailers for a wide range of green products. Immense studies have been done in analysing the decision of customers in demanding green products through online. The present review paper discusses more about the online customers demand, online privacy concern and the decision strategy in buying the green related products. In addition to this, the lead factors that influences customer’s purchase intention and the optimizing strategies for an efficient online purchase decision is too included.

The effects of native advertising on consumer responses. Some experimental evidences on the interaction between content type and brand awareness

Native advertising is rapidly establishing itself in the field of online marketing communication strategies. This paper aims at analyzing consumer responses to native ads varying upon the concreteness versus abstractness of content under specific brand awareness conditions. The conceptual model proposes that brand awareness moderates the relationships between the type of content (concrete vs. abstract) andconsumers evaluations of and dispositions toward native ad, product/service and brand. The results of an experimental study provide empirical support to the idea that consumer responses to concrete vs. abstract native content change for wellknown and less known brands and suggest implications for theory and practice.

Development of Online Marketing Strategy for Thai Educational Institutes: Case of International College, Suan Sunandha Rajabhat University

This research is aimed to explode strategy of online marketing for adjusting in International College, Suan Sunandha Rajabhat University (or SSRUIC in short), Thailand. The objectives of this study consist of; 1) to analyze online marketing environment in SSRUIC; and 2) to explode guideline to develop online marketing strategy. This research is a qualitative research method, in which the in-depth interview will be used to collect data. To analyze environment and explode guideline of online marketing strategy, the interview was conducted with 20 lecturers, supporting staffs, and current students who are currently working and studying in the college. The results illustrated that overall online marketing environment, both within and outside SSRUIC were in the good condition. Administrative environment could help the college to operate online marketing more efficient. Meanwhile external environment could facilitate the institute to effectively reach target market. The college, however, should create various online marketing tools as well as provide clearer and deeper information to all audients. To develop guideline of online marketing strategy, SWOT analysis can be applied with readjusted 4Ps marketing mix and 4S model. The college could maximize strengths by creating reliable and attractive online marketing tools. They could also offset weaknesses using opportunities in order to provide faster information with higher accuracy. Moreover, threats could be reduced by updating content to accomplish customer preferences. This research, as a result, can contribute the guideline to those who are in academic field to adjust their resources with online marketing strategy.

Study of online marketing propaganda and strategies in the development of handicrafts in Sistan and Baluchistan province

Study of online marketing propaganda and strategies in the development of handicrafts in Sistan and Baluchistan province

Nexus Between Online Marketing Strategies and Market Performance: A Critical Review of the Literature and Research Agenda

Online marketing referrers to as internet marketing meaning it requires live internet connection to work. Online marketing strategy is a subset of digital marketing. Organizations raise their sales turnover, market share and profitability using online marketing strategies. For effective control of organizations, marketing managers must depend on well founded and accurate measures of market performance. These market performances comprise profits, sales and market share among many others. The purpose of the study was to conceptualize and examine the conceptual literature, empirical literature, theoretical & methodological gaps and propose a conceptual model for implementation of the relationship between online marketing strategies and market performance. Discuss the techniques used to operationalize this concept and make it understandable for research participants and beneficiary of the study who are the scholars, policy makers, general public and government for the proper implementation of the idea was also examined. The theories underpinning the study include unified theory of acceptance and use of technology, the behavioral adoption theory, innovation diffusion theory, technology organization environmental framework, industrial organization theory and porters five forces model. The study recommends Positivism philosophy, mixed method research designs employed, the tours and travel agencies in Nairobi Kenya contextual aspect, Semi structured questionnaire for data collection, multiple regression for data analysis and Factor analysis for testing indicators of online marketing strategies and market performance. Keywords : Online marketing strategies, competitive advantage, market performance, firm characteristics DOI : 10.7176/EJBM/11-15-12 Publication date :May 31 st 2019

Factors Influencing the Intention to Use Affiliate Marketing: A Conceptual Analysis

Internet and technology advances enable all business organizations to engage in the e-commerce market. The use of multichannel strategies is costly. Affiliate marketing has emerged as one of the wildest growing online marketing and e-commerce strategies to increase sales. Perfections in online activities via affiliate marketing have a significant effect on the organization’s product visibility, advertising cost, and return on investment (ROI). These are critical components that an organization need to secure in order to gain the ability to create brand positions in the e-commerce market. Understanding the factors that contribute to the engagement of affiliate marketing in an organization is crucial because it helps to identify success factors that influence the intention to use affiliate marketing. From this understanding, refreshing changes or alternatives to current online marketing practices, organization strategies, and advertising techniques can be easily transformed to reduce the advertising costs. This study only focused on three dominant factors which influence the behavioral intention to use specific technology (i.e. affiliate marketing) which are relative advantage, compatibility, and observability. Relative advantage is defined as the level at which the current practice is perceived to be lower than innovation and is associated with a diversity of facilities, satisfaction, social, and economic diversity. Compatibility refers to the level at which the innovation is perceived consistent with previous ideas, socio-cultural values or perceived innovation is necessary. On the other hand, observability is the stage where other users or other parties, but not the business owner can see the positive results of using the technology. Thus, through the understanding of these factors, the researcher aims to show a better understanding of the affiliate marketing concept and the factors that influence the intention to use affiliate marketing.

Online Store Locator: An Essential Resource for Retailers in the 21st Century

Most retailers use their websites and social media to increase their visibility, while potential customers get information about these retailers using the Internet on electronic devices. Many papers have previously studied online marketing strategies used by retailers, but little attention has been paid to determine how these companies provide information through the Internet about the location and characteristics of their stores. This paper aims to obtain evidence about the inclusion of interactive web maps on retailers’ websites to provide information about the location of their stores. With this purpose, the store locator interactive tools of specialty retailers’ websites included in the report “Global Powers of Retailing 2015” are studied in detail using different procedures, such as frequency analysis and word clouds. From the results obtained, it was concluded that most of these firms use interactive maps to provide information about their offline stores, but today some of them still use non-interactive (static) maps or text format to present this information. Moreover, some differences were observed among the search filters used in the store locator services, according to the retailer’s specialty. These results provided insight into the important role of online store locator tools on retailers’ websites.

Studying the E-commerce based Business conglomerate ( A Study Case: Alibaba.com)

Alibaba group holding company is a company that was established nineteen years ago on 14th April 1999, founded by Jack Ma and this company is based in Hangzhou, Zhejiang, China. Alibaba is an e-commerce company. This company has become the largest e-commerce company in the world. This can have positive impact and business opportunities for small and large business by utilizing innovative technologies to compete fairly. This study will discuss how Alibaba’s good and innovative online marketing strategies make ths company successful and recognized by the world. Keywords : Alibaba, E-Commerce, Marketing Strategies

189. Let’s Talk Prep! A Natural Language Processing Approach To Understanding Prep Attitudes And Beliefs In Online Communities

In 2016 there were roughly 77,000 PrEP users in the United States, while over 1.2 million Americans were identified as “high-risk” for HIV infection. The reasons for this discrepancy are vast; however, potential reasons that have been identified are stigma, ineffective or poorly targeted marketing, access, and cost, amongst other factors. This pilot project seeks to understand the ways in which people and companies talk about PrEP on social media to glean deeper insights on methods to increase PrEP use. The increased use of social media gives researchers, clinicians, policymakers, and health organizations the opportunity to have access to real time data and potentially influence awareness of PrEP. This inductive exploratory study uses natural language processing (NLP) and content analysis to examine the ways in which people are using social media to talk about PrEP. An R script was utilized to crawl Twitter the Twitter API based on keywords related to PrEP and HIV, plus all lemmatized variations related to the word pair. Data cleaning was then performed to remove tweets that were not in English, tweets that had been retweeted, as well as removing any identifying information. The resulting data frame was then used both qualitatively and quantitatively for analysis. Qualitative analysis involved a comprehensive reading of tweets, development of a category dictionary, and identification of themes that would help to train an algorithm to automatically process and count tweets based on its category. The quantitative process involved further cleaning and removing of stop-words to develop a Ngram frequency cloud as well as development of a process to automatically categorize the different types of tweets based on the type of tweet (advertisement, question about PrEP, comment on cost or availability, criticism of manufacturer, etc.). This processes resulted in identification of 587 unique HIV related PrEP tweets. Qualitative insights from this reduced dataset indicated that there are preventative concerns related to access and cost which may be preventing high-risk individuals from getting PrEP. Algorithmic sorting and categorization processes also identified concerns about targeted marketing, specifically the lack of campaigns focusing on transgender, female, and minority communities. Our bootstrap method of training and testing resulted in a process that had an 80% likelihood of identifying, analyzing, and classifying HIV related PrEP tweets. Once classified, 40% of tweets were advertising and messaging, the rest were concerns about cost (31%), requests for info/ways to pay for PrEP (20%), as well as other non-classified comments. There are a number of different conversations about HIV/PrEP awareness happening on Twitter. However, access and cost were consistently the most common themes being discussed. Currently, a 30-day supply of PrEP costs between $0-$1600, in the US, which may be creating a substantial barrier to further reducing HIV rates. Additionally, Improving online marketing strategies of PrEP could increase awareness and use by offering targeted information as well as identification of local resources to those interested or in need.

Online cooperation mechanism: game analysis between a restaurant and a third-party website

Increasing numbers of restaurants pay a commission to seek a business relationship with a third-party website as an alternative distribution channel for traditional offline selling. Whether to build the cooperation and how to set the online marketing strategy are the major concern of these restaurants. In this paper, a Stackelberg game is established to study online pricing strategies of a restaurant, as well as the optimal service effort level of a third-party website. Two optimal cooperative strategies in different scenarios are obtained, which are comprehensively influenced by the restaurant’s retail price and the website’s user base.

The Online Marketing Strategies of the Zimbabwe Tourism Authority (ZTA) and South Africa Tourism (SAT): A Comparative Study

The purpose of this study was to compare the online marketing strategies of the Zimbabwe Tourism Authority (ZTA) and South Africa Tourism (SAT). The study sought to establish the online marketing strategies adopted by ZTA and SAT especially coming from the background that most National Tourism Organisations in Africa lack interactive web facilities and have limited knowledge on the significance of information communication technology in tourism marketing. The fact that tourism has been branded the fastest growing industry in the world but in Zimbabwe it’s not like that while just across the Limpopo river in South Africa tourism is steadily developing prompted the researcher to compare the ZTA and SAT online marketing strategies. The objectives were to compare the online marketing strategies and to determine the effectiveness of ZTA and SAT’s online marketing strategies. The researcher adopted comparative design as a way of drawing lessons useful to both ZTA and SAT. Information relevant to this study was drawn from a thorough analysis of the organisations websites, and social media networks. The researcher also reviewed literature in order to expose what other authors say about the online marketing strategies. Data in this study was gathered using netnography. A modified website evaluation model was used to evaluate website as proposed by (Li and Wang 2010). Information dimension, Communication dimension, Transaction dimension, Relationship dimension and Technical merit dimension (ICTRT) were investigated. Information was also obtained by visiting the organisation social networks. The researcher used a qualitative approach to gain an in-depth understanding of why ZTA and SAT chose the various online marketing strategies to market their destinations. Data for this research was then presented using tables from the ICTRT dimensions. From the results it was found that both ZTA and SAT use online marketing strategies but SAT had an improved edge in the social networks since it had more platforms.

Brand management from a cultural approach. Case study of consumer brands that operate in the Spanish market.Vodafone: The relationship between brand image and online marketing strategies.

The relationship between brands and culture is not something new for brand managers. Starting from a situation of social tension characterized by the anxieties and the vital desires of a society, the management of brands based on the cultural branding model, allows to build brands that manage to absorb and reflect the culture that surrounds them becoming containers of identity myths that advertisers take advantage of to create attractive messages for their audiences. This approach, devised by Douglas B. Holt (2004), proposes to work on the collective nature of the brand through its interaction with everyday situations and its relationship with the cultural environment that surrounds it. This communication proposes to analyze the cases of Campofrio and IKEA as potential cultural brands. The results indicate that, in effect, these brands manage to advertise themselves as iconic brands that have been able to take advantage of the social tensions and disruptions experienced by the Spaniards such as feminism, brain drain or political polarity, to issue a relevant and attractive message for potential consumers.

Various Online Marketing and Promotions Strategies to Improve the Validation Towards the Organic Products in the Pharmaceutical Sectors

The current and familiar expos of organic products in the markets have made everyone to indulge in buying the organic products, since it holds the name 100% pure organic. Thus in the developing countries due to the environmental scraps people love to “Go Green” to improve their lifespan, other than taking drugs to avoid side effects. With this organic cultural diversity, the organic markets offers export opportunities to the pharmaceutical field with the help of online marketing as pivotal role in improving the strategies and growth of organic products in incredible communication, at the same time it also plays an import role in production of organic products in reducing poverty in the rural sectors. However, in Indian online markets they accustomed a number of complications and obstacles to export and import the organic products along with pharmacy drugs in online which insist meeting retailers and buyers demands on quality, where a lack of information about requirements and standards, dealing with certification and hierarchy relationship is missing, thus, this paper implies on various online marketing and promoting strategies to improve the validation towards the organic products in the pharmaceutical sectors.

Marketing communications strategies in digital economy

The article considers digital economics and marketing as a communication process in which entrepreneurs and marketers try to get the right message to the right customer at the right time, and also listen and respond to consumer feedback. The basic moments of key functions and problems in marketing communications and the critical role of the mass media as channels of marketing communication are revealed. The aspects of marketing interaction, which provide the creation of new standards and consumer culture, are described. Transformation of interaction and personalized influence through the involvement of consumers in the process of developing and promoting the product through online tools are investigates. The advantages and limitations of broadcasts and media using in the marketing field are analyzed. Concepts of online marketing communication strategies are listed, and also the main stages of their development and implementation are determined. A key feature of digital marketing is an implementation of a dialogue between the company and the consumer, which allows not only to be at the top of trend, but also to predict behavioral changes of consumers. Particular attention is paid to assessing the effectiveness of digital communications, a number of approaches and indicators of the effectiveness of online communications with the influence of digital media and information technologies on human communication in general and on marketing, in particular. The ability to measure of campaigns effectiveness in real time is an important advantage of online marketing. A review of three widely used digital marketing strategies is reviewed: online advertising, search engine marketing and marketing in social networks. When the authors of article analyze the digital strategies, they investigated how the concept of digital strategy develops and this evolution is divided into four stages, where the third stage is reflected as current and the fourth stage represents of our future digital strategy.

Analysis on Organizational Strategy of Two IT Intensive Online Insurance Companies

The study analyzes strategic competency of two leading insurance companies providing their services on the online platform. The purpose is to investigate (1) critical success factors of online business; (2) to identify leading strategies of the firms; and (3) exploring the scope of future opportunity of setting secondary strategic needs by strengthening nonleading strategic parameters. The methodology follows a revisiting the case firms on pilot basis to verify the strategic parameters followed by propositions using alignment balance scorecard model that helps scanning the external environment; internal processes, dominant system, organizational structure, and information and growth. The conclusion drafted on the ground root of analytical results from the juxtaposition tabular format and the organization’s online marketing strategy and the critical success factors for an insurance company is proposed.

Which emotional brand values do my followers want to hear about? An investigation of popular European tourist destinations

In this paper, the communication of destination brands through social media (Twitter and Facebook) is investigated with a focus on the use of emotional adjectives. Based on ten of the most popular destinations in Europe, more than 15,000 tweets and 6000 Facebook posts and users’ reactions to those messages were analysed. The study shows that DMOs are active and communicate using various emotional values about their brands on both platforms. The most popular emotional brand values for Twitter are ‘glamorous’ and ‘happiness’, while ‘honest’ and ‘trendy’ appear most frequently on Facebook. Interestingly, besides the fact that users actively engage on both platforms, significant differences were detected based on the values that users respond to as opposed to those that destinations use in their communication. Users respond much more strongly to messages that contain values related to the adjectives ‘sentimental’ and ‘happiness’ on Twitter, whereas on Facebook, adjectives such as ‘getaway’ and ‘young’ generate better responses. The study demonstrates that destinations can improve user reaction rates on social media and facilitate a positive destination brand image through the use of specific emotional brand values. Overall, the findings provide valuable as well as directly applicable implications for DMOs to use different values that align better with user expectations of the destination, which will ultimately lead to more effective online marketing strategies and stronger competitive profiles. This is an extended version of a conference paper entitled “Do DMOs communicate their emotional brand values? A comparison between Twitter and Facebook”, previously published in the proceedings of Information and Communication Technologies in Tourism 2018 Conference (ENTER 2018) held in Jonkoping, Sweden, January 24–26, 2018.

Role of electronic word-of-mouth content and valence in influencing online purchase behavior

ABSTRACTElectronic word of mouth (eWOM) becomes an important tool for online consumers for evaluating and selecting a product. Extant research has mainly studied how various eWOM characteristics such as valence, volume, and text-based eWOM content affect purchase behavior. This study, for the first time, has explored the role of mixed neutral WOM valence and rich eWOM content on online purchase intention. Initially, the qualitative analysis method was used to conduct in-depth interviews with experts-cum-online shoppers from different fields. Purposive sampling was used to select 14 experts and online shoppers from diverse fields. Inductive analysis was conducted to analyze the interview generated content. It helped in forming various codes and categories in explaining eWOM constructs. Content analysis was also used to analyze the importance of various factors in key constructs (themes) affecting online behavior. The finding from the content analysis confirmed that both mixed neutral eWOM and rich eWOM content positively affects online purchase intention. This study has also explored how insights derived from the content analysis of valence and content can help marketers to develop an online marketing strategy. Research implications and future research directions have been discussed in this paper.

My generation: A review of marketing strategies on different age groups

As the famous pop group, the Who, sang “My generation”, referring to the wants and needs of their fans and popular culture in the mid-1960s, change was in the air. In the early 21st century an ever more complex world exists, and for today's hotel marketing teams, online marketing approaches need to focus on specific target groups, and often the best way to do this is by age group. This paper focuses on the influences marketing strategies have on the different generations and how a specific generation can be influenced in order to gain more sales in the hotel sector. This article will illustrate that the Baby Boomer generation, born between 1946 and 1964, is a very diverse age group. Baby Boomers can be influenced with both traditional and online marketing strategies. Following on from Baby Boomers, there is a group categorised as Generation X. This generation is in an age group situated in the middle between the Baby Boomers and Generation Y; however, this paper will show that this age group shows a strong preference for online marketing, and consists of mainly digital natives, and social media and online marketing strategies are the best way to present hotel marketing campaigns to this particular age group.