Online Advertising Research Articles

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

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

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

Apparent algorithmic discrimination and real-time algorithmic learning in digital search advertising

Apparent algorithmic discrimination and real-time algorithmic learning in digital search advertising

Can internet development improve carbon emission efficiency for manufacturing? The role of market integration

Improving carbon emission efficiency of manufacturing is important for promoting low-carbon development and achieving harmonious coexistence between humans and nature. In this study, we use the Global-MinDS model to measure the carbon emission efficiency of China's provincial manufacturing from 2011 to 2020. To do so, we construct a mathematical model to analyze the mechanism of the interaction among internet development, market integration, and carbon emission efficiency of manufacturing. Then, we empirically examine the carbon emission reduction effect of internet development using the Bartik instrument variable method and verify the significance of market integration. Our results show that internet development can significantly improve the carbon emission efficiency of manufacturing, promoting manufacturing low-carbon transformation. Carbon emission reduction effect of internet development is characterized by heterogeneity in market integration, environmental regulation, and policy intensity. This means that the impact of internet development is more pronounced in lower integration regions, higher environmental regulation intensity and in big data comprehensive experimental zone. Intermediate mechanism tests show that internet development can promote market integration by reducing external transaction costs, so as to play a carbon emission reduction effect in the market mechanism. Our study provides empirical evidence for the carbon emission reduction effect of the digital economy and offers valuable references for effectively promoting the low-carbon transformation of manufacturing in China from the perspective of unified market.

The Long-Term Impact of the Tips From Former Smokers® Campaign on Calls to 1-800-QUIT-NOW, 2012-2023.

There is substantial evidence that mass media campaigns increase calls to quitlines and smoking cessation. In 2012, the Centers for Disease Control and Prevention launched the first federally funded national tobacco education campaign, Tips From Former Smokers® (i.e. Tips), which has since aired television advertisements annually. To date, no studies have examined the long-term effect of a national smoking cessation campaign on quitline calls. This study examined the long-term impact of Tips television ads on calls to 1-800-QUIT-NOW from 2012 through 2023. Exposure to the Tips campaign was measured using weekly television gross rating points (GRPs) in each U.S. designated market area. We obtained data on calls to 1-800-QUIT-NOW from the National Cancer Institute and used linear regression to model calls to 1-800-QUIT-NOW, from 2012 through 2023, as a function of weekly media market-level GRPs for Tips television ads. Using the regression model results, we calculated predicted values of calls to 1-800-QUIT-NOW across observed GRP values to determine the total additional calls to 1-800-QUIT-NOW that were attributable to the Tips campaign during 2012-2023. Tips GRPs were positively and significantly associated with calls to 1-800-QUIT-NOW across all years (b = 39.94, p < 0.001). Based on this association, we estimate the Tips campaign generated nearly 2.1 million additional calls to 1-800-QUIT-NOW during 2012-2023. Exposure to the Tips campaign has consistently and significantly increased calls to tobacco quitlines. Quitlines provide evidence-based support to help people quit smoking. They have been shown to increase the likelihood of successfully quitting. Mass media campaigns have promoted quitline services, and quitline calls have increased significantly with media promotion. The long-term effect of campaigns - like the Centers for Disease Control and Prevention's Tips From Former Smokers® (i.e. Tips) - on quitline calls has not been determined. From 2012 through 2023, exposure to the Tips campaign is estimated to have generated nearly 2.1 million additional calls to 1-800-QUIT-NOW. This study supports continued use of mass media to promote quitlines.

Penguatan Manajemen pada Usaha Kerajinan Bambu Jihan Craft Desa Somakaton

Partners in this program are bamboo craftsmen Jihan Craft, Somakaton Village, Somagede District, Banyumas Regency. The problems faced by partners are lack of equipment in running their business; very limited capabilities in business management consisting of production management, HR, marketing and finance; limited ability in bookkeeping and financial reporting; limited ability to carry out online marketing activities; do not form groups; do not understand group management; and do not have the skills to carry out group administration. To achieve the goals, activities are carried out in the form of counseling, practice and mentoring. The evaluation method is carried out by comparing the level of knowledge and abilities as well as the production and marketing performance of partners before and after the activity. The benefits of this service activity are that partners get additional mechanical production equipment so they can increase the quantity and quality of their products and can produce more efficiently, partners' business management abilities increase, they have the ability to do bookkeeping and financial reporting, they can carry out online marketing activities well, the formation of groups Jihan Craft business officially, understand and can practice group management well; and can carry out group administration activities well.