Online Advertising Research Articles

Artificial Intelligence in Internet Marketing and Its Future Trends

In the digital era of the 21st century, Artificial Intelligence (AI) has become a core technology that drives innovation and efficiency in Internet marketing. This paper explores in detail the applications of AI in Internet marketing, including personalized marketing, customer service automation, market analysis, and marketing channel optimization. These applications not only improve the market competitiveness and customer satisfaction of enterprises but also promote the personalization and efficiency of marketing strategies. However, the widespread application of AI technology is also accompanied by risks such as data privacy, algorithmic bias, uncontrolled automation, and technology dependency. These risks threaten consumers' rights and interests and may affect the sustainable development of enterprises and social trust. Therefore, this paper emphasizes the importance of establishing strict data protection policies, enhancing algorithmic transparency, and preserving appropriate space for human intervention. AI is expected to continue to drive Internet marketing toward greater efficiency and personalization. In particular, conversational AI, content creation, and integration with augmented reality (AR) and virtual reality (VR) will provide users with a more immersive and personalized shopping experience. However, as technology evolves, ethical and privacy protection challenges will also become increasingly prominent, requiring businesses, regulators, and technology developers to work together to ensure the responsible use and healthy development of AI technologies. Through continued innovation and accountable practices, AI technology will shape the future of Internet marketing while ensuring that society's ethics and responsibilities are upheld.

Self-interest or ethic: Consumer segmentation for purchasing agricultural products online based on attitude in China

This paper aims to segment online consumers based on their attitude toward self-interest and ethical attitudes and explore the impact of these attitudes on the purchasing behavior of agricultural products online in China. The study was conducted using 633 online survey responses from consumers who have purchased agricultural products online in China. First, to validate the relationship between attitude and behavior by structural equation modeling. Next, the number of segments was determined using K-means. Finally, Pearson Chi-square difference tests were performed to analyze demographic and behavioral variables and identify each segment’s characteristics. The results of this study provide a segmentation analysis of the online market for agricultural products in China. The four segments identified are pure ethical consumers, information communicators, brand-quality pursuers, and well-heeled shoppers. Additionally, this study reveals the characteristics of each segment based on demographic and behavioral variables. This study provides a novel approach to segmenting Chinese consumers who purchase agricultural products online based on their attitudes toward self-interest and ethical attitudes, aiming to understand the impact of these attitudes on their purchasing behavior. Moreover, from an ethical consumerism perspective, it explores the effect of ethical information on purchasing agricultural products online, highlighting its significant implications for online marketing strategies.

Increasing Operational Efficiency Through the Economic Order Quantity (EOQ) Method in the Online Market

Increasing Operational Efficiency Through the Economic Order Quantity (EOQ) Method in the Online Market

Unveiling Student Segments: Leveraging Clustering Analysis of Registration Data for Enhanced Recruitment Strategies

Recruiting the right students is crucial for higher education institutions to achieve their goals of attracting talented individuals and fostering academic success. This study aims to investigate the effectiveness of data-driven recruitment strategies in identifying target student populations and tailoring recruitment efforts accordingly. By utilizing K-means clustering analysis on a dataset of student profiles, this research identifies distinct clusters based on factors such as province of residence, parent occupation, and parent revenue. The findings reveal valuable insights into the characteristics and preferences of different student clusters, enabling the development of targeted recruiting strategies. The results indicate that a significant number of students in specific clusters are from Songkhla Province, have parents predominantly engaged in the private sector, agriculture, and fishery occupations, and come from families with moderate income levels. Building upon these findings, several recommendations for recruiting strategies are proposed. These include focusing marketing efforts in the identified regions, forging partnerships with local businesses, offering financial aid programs, and establishing connections with agricultural and fishing communities. This can involve targeted online advertisements, promotional campaigns in local schools, and active participation in career fairs or educational expos held in Songkhla Province. This study contributes to the field of higher education recruitment by leveraging data-driven approaches to identify target student populations and develop tailored strategies.

Perception of SMEs in East Java on Digitalization Transformation in Business

The COVID-19 pandemic has forced SMEs to be able to innovate and transform their businesses into business digitization. It certainly changes the traditional way of selling with an online system. This study aims to analyze the perception of SMEs toward digitalization in business, marketing strategies, and SMEs interest in digital marketing. This research method used is the descriptive quantitative method. Data collection was done using a Google survey. The study results showed that SMEs’ perception toward business digitization was excellent, as its easier for the sellers and buyers to make transactions without meeting. Business digitization can increase revenue turnover, have clearer operating hours, and make it easier to recap sales results. However, SMEs are still in the transition stage to online marketing. Some who have digitized their business prefer ads on free social media. Some still use the traditional method of distributing posters and pamphlets. The interest of SME actors is very high, but it is not followed by effective practice. Keywords: business, digitalization transformation, perception, small medium enterprise

Social media and digital marketing strategies for combating stunting: An intervention in Sidomulyo Village, Secang

Business actors increasingly need to master technology to expand their market reach. However, many MSMEs in Sidomulyo Village have not adopted digital platforms for marketing and sales. This initiative introduced digital marketing and the use of social media to these business actors. Through socialization, counseling, and mentoring, participants gained knowledge about online sales platforms, mastered online marketing techniques, and successfully launched online product promotions. Additionally, the project facilitated the creation of new Cendana batik designs, improved product packaging, and enhanced product photography skills.

Short Video Platform Advertising Marketing Ideas and Logic--Taking KANS as an Example

With the rapid rise of mobile Internet, short video platforms have captured massive user attention. In 2023, short video users exceeded 750 million, shifting advertising revenue from traditional to new media. Short video marketing, with its rich content and immersive experiences, has become crucial for brand promotion. Young users' creativity is pivotal, and short video ads blend seamlessly with content to enhance brand recognition. However, challenges still exist. Content homogenization, low user participation may impact brand loyalty. Ad effectiveness should be evaluated properly. This paper examines KANS's short video marketing, highlighting strategies like "short drama + advertising," and addressing issues through creative planning and interactive engagement. KANS's success, aided by precise audience targeting and innovative tactics, demonstrates the potential of short video advertising. However, continuous improvement in content uniqueness, user engagement, and data-driven evaluation is necessary for sustained effectiveness. The study provides suggestions for brands to optimize their short video marketing strategies, ensuring alignment with user needs and market dynamics.

Assessment of health promotion action for tuberculosis of end tuberculosis action plan (2019–2022) in China

BackgroundTuberculosis is a chronic infectious disease that endangers people’s health, and China is a country with a high burden of tuberculosis. To accelerate the progress towards ending TB, the Chinese government implemented the End TB Action Plan (2019–2022), which consists of six actions. Among the End TB Action Plan, health promotion was conducted to improve the awareness of TB knowledge among Chinese people. The purpose of this study is to evaluate the effectiveness of implementing TB health promotion activities outlined in the End TB Action Plan, and to provide recommendations for future TB prevention and control plan.MethodsA cross-sectional study was conducted in nine Chinese provinces in 2022. A total of 11,920 Chinese people filled out the questionnaire. Logistic regression analysis was used to explore that overall awareness of TB core information is associated with whether they received TB health education.ResultsThe study involved 11,920 Chinese participants. The overall awareness rate of the core information of TB was 84.2%, which does not reach the 85% goal of the End TB Action Plan. The single awareness rate that TB is a chronic infectious disease and that the vast majority of TB patients can be cured were 75.3% and 76.0%. Participants who received TB health education had a higher awareness rate of TB core information. Participants who were elderly, retired or had a primary school education or below had poor awareness of the core information of TB. Participants who were elderly, lived in urban areas, were equipment operators or had a primary school education or below received less TB health education. Participants mainly received TB health education through TV (44.6%) and Internet (37.8%), preferred TV, broadcasts or movies (58.9%) and Internet advertising (54.7%). Participants preferred illustrated (46.2%) and audio-visual (44.8%) advertising materials. The common sources used to answer health-related questions on the internet were We-Medias (48.3%) and search engines (38.9%). Participants preferred to use short-form videos (66.8%) and illustrations (53.1%) to answer health-related questions.ConclusionsHealth promotion action for TB had a positive effect in China, but the awareness of TB was inadequate among Chinese people, and it is necessary to strengthen TB health education for those people. Moreover, TB prevention and control institutions should advertise TB more in audio-visual and illustrated forms on the Internet and audio-visual media. Health-related questions should be published in short-form video and illustrated forms in the We-Media and search engine more.

Pendampingan Pemasaran Criping Singkong Melalui Media Instagram

A community service program is one way of implementation to improve human resources (HR) 's ability to meet community needs and solve social problems together with the community to enhance social welfare per the vision, mission, and functions of Islamic state universities. Therefore, the author presents a cassava chip marketing innovation training program through Instagram media due to the impact of COVID-19 in Banyudono Village, Ponorogo as an effort to advance and improve the online market. Training for home industry owners using the ABCD (Asset Based Community Development) method which prioritizes assets and potential that exist around and are owned by the community. The main conclusions resulting from this service program, among others: First, this activity serves as an effort to improve the human resource capabilities of home industry owners related to the use of social media. Second, increasing insight and knowledge of home industry owners on the use of online marketing through Instagram social media in the era of globalization and the covid-19 pandemic.

Pengaruh Promosi dan Harga terhadap Keputusan Pembelian Ayam Penyet Nasi Tutug Oncom Setu Melalui Aplikasi Gofood

Tutug Oncom is a small restaurant that sells Tutug Oncom rice in the Bekasi area. This research aims to influence promotions and prices on purchasing decisions for Ayam Penyet Nasi Tutug Oncom via the Gofood application. Using the research method using the Partial Least Square (PLS) quantitative approach via SmartPLS 4.0, data from 100 respondents was analyzed to test the proposed hypothesis. The analysis results show that Gofood promotions, especially through advertising and price discounts, significantly influence purchasing decisions. This shows that effective promotional strategies can increase consumer interest in choosing Ayam Penyet Nasi Tutug Oncom via the Gofood platform. Furthermore, price factors also proved to be important, with price advantages and competitive pricing positively affecting purchase decisions. The managerial implications suggest that companies should consider relevant promotional strategies and competitive pricing to maximize product appeal in the online market. The study also reveals the dominant consumer profile, with the majority of respondents aged 21-25 years, mostly female, and predominantly students. These findings indicate that the younger generation, especially those actively using technology, are the primary target in digital marketing strategies employed by Gofood. This research not only provides insights into the factors influencing purchase decisions in the context of food delivery applications but also offers a foundation for further studies to explore other variables that may affect consumer preferences online.

Optimizing Online Channels: Exploring the Interplay of E-Commerce in Customer Journey of Smartphone & Gadget Retail

The rise of e-commerce has transformed the global retail industry, including the smartphone and gadget sector. In Indonesia, while online shopping has become more popular due to its convenience, smartphone brands still face challenges. Despite the growth of online platforms, many customers prefer shopping in physical stores, especially after the pandemic. This research aims to understand what drives consumers to shop online for smartphones and gadgets, and to offer insights and strategies for both smartphone manufacturers and e-commerce platforms to boost their online presence and attract more customers. The study addresses key questions about consumer behavior: What motivates people to buy smartphones and gadgets online rather than in-store? How do they perceive their online shopping experience, and what factors affect their satisfaction? What obstacles do they face when shopping online, and how do they overcome them? How do they react to personalized marketing and recommendations? And what drives their loyalty and repeat purchases in the online market? By using the Customer Decision Journey, Marketing Technology, and Porter’s Five Forces analysis, the research identifies important factors like delivery, promotions, store information, and ease of finding product details. The study will provide actionable business solutions and recommendations to help smartphone manufacturers and e-commerce platforms tackle challenges and improve their online market strategies.

STRATEGI BISNIS RITEL DALAM MEMPERTAHANKAN PERSAINGAN YANG KOMPETITIF KEPADA PEMILIK TOKO RITEL

ABSTRACT This research activity was conducted for retail store owners in Natar Village, South Lampung Regency. The outcomes of this activity are: 1) Increased knowledge and insights of the participants in maintaining retail businesses in the face of competitive challenges, 2) Enhanced participant knowledge in business management, where owners must be able to separate roles in financial management, operational management, human resource management, and marketing management to ensure their businesses remain sustainable, 3) Improved participant knowledge in online marketing, enabling direct delivery of goods to stores, 4) Continuation of this activity, fostering a partnership principle between the outreach team and the retail store owners. The activity was carried out through the following stages: 1) Selection of community outreach participants, specifically retail business owners in Natar Village, South Lampung Regency, 2) Presentation of outreach materials on strategies to sustain retail businesses in a competitive environment, 3) Conducting evaluations. The evaluations were done by: pre-outreach, conducting a Q&A session to assess each participant's initial knowledge of the retail business; post-outreach, conducting another Q&A session on the same material. By comparing the results, it will be determined whether there is an increase in participant knowledge about retail business management and its scope. Keywords: strategy, retail business, competitive environment

Investigating the moderating role of altruistic beliefs on negative emotional appeals in digital charity advertising: A study on guilt, shame, and donation intention among Indonesian donors

The rising demand for charitable organizations is fueled by increasing numbers of people in need, growing inequalities, and crises such as wars, natural disasters, and inflation. Charities face the challenge of securing sufficient funding, worsened by increased competition and a decline in public donation behavior. Developing new marketing strategies is crucial, particularly leveraging social media in the digital age. While previous research underscores the persuasive power of emotional advertising, gaps remain in understanding which emotions most effectively drive donation intentions. This thesis explores the impact of emotional advertising appeals in digital charity marketing campaigns on donation intention, investigating whether positive or negative appeals are more influential. Additionally, it examines gender differences in altruism and how altruistic values moderate the effects of negative emotional appeals on guilt and shame. An experimental research design was used, with a between-subject design involving three groups exposed to positive, negative, or neutral advertising stimuli. The sample consisted of 200 respondents over 18 years old, representative of the Indonesian population. Participants were randomly assigned to groups and answered questions on donation intentions, altruistic values, emotional reactions, and demographics. Statistical analysis revealed that positive and negative advertising appeals elicit different emotions. Surprisingly, no significant difference was found between positive and negative appeals on donation intention, suggesting emotional orientation does not influence donation intentions. The study also found stronger altruistic beliefs in women and that altruistic values amplify guilt and shame in response to negative emotional appeals.

The impact of online advertisements on the purchasing habits of Nigerian University Students: A Case Study of Adekunle Ajasin University Akungba Akoko, Ondo State

The impact of online advertisements on the purchasing habits of Nigerian University Students: A Case Study of Adekunle Ajasin University Akungba Akoko, Ondo State

Pengaruh Pemanfaatan Manajemen Pemasaran Online terhadap Keberhasilan UMKM dalam Mengembangkan Usahanya (Studi Kasus Handsqob.id)

The use of online marketing management has become an important strategy for Micro, Small and Medium Enterprises (MSMEs) in expanding their market reach and increasing the success of their businesses in the digital era. This study uses a qualitative approach with in-depth interviews as the primary data collection method. The research results show that Handsqob.id has succeeded in increasing the visibility of its products through the use of e-commerce platforms such as Shopee and TikTok Shop and being active on social media such as Instagram. Measurable marketing strategies, such as SEO optimization, attractive visual content, collaboration with influencers, and targeted promotions, have helped Handsqob.id in increasing sales and brand awareness. Challenges faced, such as intense competition and efficient operational management, are also discussed in this article as part of the overall analysis. The implications of this research suggest that other MSMEs can adopt these best practices to increase their success and growth in today's digital marketplace.

Social Media: Its Impact on Youth Travelers and Formation of Sustainable Destination Image

Social media is widely used, particularly in the travel industry. With the rapid changes in technology, there has been a substantial escalation in the usage of various social media networking sites like Facebook, YouTube, and Instagram. On these platforms, users are encouraged to make blog entries, upload images of their adventures, and exchange information about their activities and hobbies with other users. Various researchers have examined how social media has the potential to influence the trip-planning process significantly, and it has been concluded that social media has a noteworthy influence on travel decisions. The current study aims to investigate the influence of social media on the travel decisions that are being taken up by the young generation. The present research aims to investigate the influence of social media in the generation of images of various destinations in the minds of prospective travelers. To fathom the influence of social media in the minds of the young generation while they are making travel decisions, a conceptual framework has been developed in the current study with the help of the Technology Acceptance Model. To achieve the objective of inspecting the influence of social media in generating sustainable destination images in travelers’ minds, a sample size of 420 has been taken. Perceived Costs, Perceived Ease of Use, and Perceived Enjoyment have been used to evolve the conceptual model. The findings of the study will play a vital role for online travel marketers as it will provide them insights regarding the way the young generation makes use of social networking sites and how these sites are helpful in the creation of destination images in the minds of these travelers and allow them to modify their online marketing tactics accordingly.

Digital marketing for sustainable tourism village in Bali: A mixed methods study

This study examines the crucial role of digital marketing in promoting sustainable tourism in the villages of Bali. It adopts a mixed methods approach, using qualitative and quantitative data collection and analysis. The qualitative data were obtained from semi-structured interviews with management teams who have experience in implementing digital marketing strategies for village tourism. The interviewees were selected using a purposive sampling technique. The quantitative data were gathered from questionnaires distributed to domestic tourists who visited the villages. The questionnaires measured the tourists’ perceptions of digital marketing as a tool for village tourism marketing. The study found that digital marketing plays a vital role in promoting tourism villages, as most tourists learned about the villages through online media. The study also identified five dimensions of digital marketing, namely website media, social media, search engines, email marketing, and online advertising, which have potential effects on the sustainability of tourism villages. The study conducted statistical tests to examine the effects of 20 indicators of digital marketing on village tourism marketing. The results showed that 16 indicators had a significant positive effect, while four indicators had no effect. These findings suggest that digital marketing is an effective way to market tourism villages and enhance their sustainability.

Multi-Elemental Analysis of Edible Insects, Scorpions, and Tarantulas from French (Online) Market and Human Health Risk Assessment Due to Their Consumption: A Pilot Study.

Edible insects are becoming increasingly popular as protein alternatives to traditional animal-based products. As such, information on their elemental composition is important to ensure they are safe for human consumption. This article describes the development and validation of a rapid, reliable method for the simultaneous determination of 19 elements (Al, As, B, Ba, Ca, Cd, Co, Cr, Cu, Fe, K, Mg, Mn, Mo, Na, Pb, Se, Sr, and Zn) in edible insects by inductively coupled plasma mass spectrometry (ICP-MS) following closed vessel microwave digestion. The method was validated using three insect certified reference materials, namely black soldier fly larvae meal (BFLY-1), cricket flour (KRIK-1), and mealworm powder (VORM-1). The method was applied to analyze twelve different (whole) insect species. The maximum amount of each sample was calculated for As, Cd, and Pb with respect to their provisional tolerable daily intake values established by the Food and Agricultural Organization/World Health Organization. Most of the samples, except for scorpions and tarantulas, were safe to consume at large doses (1000-10,000 insects per day). Furthermore, most of the samples contained high levels of Fe, K, Na, and Zn, providing a preliminary overview of the nutritional profile of these novel protein alternatives.

Penyuluhan Literasi Keuangan Bagi UMKM Jamu Gendong

The purpose of this community service activity (PKM) is to increase the knowledge about financial literacy for Mbak Eka's business herbal medicine (UMKM jamu gendong) so that it can be used in business development. The methods that used in this community service activity are giving a lecture and discussions. The stages start from coordinating with business owners, provide counseling and the evaluation stage. The discussion shows that business owner’s has been in the financial literacy level, namely sufficient literate, meaning that they already have knowledge and confidence of financial service institution and have existing financial products. Mbak eka as the owner of the business has known about the procedures to obtaining additional business capital from banks and also the risk. However, mbak eka doesn’t taking the advantage of these capital financial services because she doesn’t need it yet. The Business owners also have has the budgeting skills and saving habits. However, the savings only for consumption and not used for investment. The hoped that the business owner will be able to develop financial strategies through investment skills in the form of being able to allocate savings, from selling herbal medicine to business capital in order to transition from conventional marketing to online marketing in order to reach a wider market.

A Contrastive Study of Persuasive Appeals in Online Advertising: Investigating Persuasive Appeals in Jordanian and Egyptian Telecommunication Advertisements During Ramadan

A Contrastive Study of Persuasive Appeals in Online Advertising: Investigating Persuasive Appeals in Jordanian and Egyptian Telecommunication Advertisements During Ramadan