Online Promotional Activities Research Articles

Analysis of Contemporary College Students’ Preference for Online Promotion Activities — Youth Choice Under the Online Shopping Trend

With e-commerce’s surge, online shopping is vital for college students. Market expansion fuels diverse promotions, shaping purchasing decisions. This paper explores student preferences to inform effective marketing. Research focuses on attitudes towards online promotions. 800 questionnaires analyzed preferences, impact on shopping, and non-participation reasons. Data mining compared online vs. traditional promotions. Pearson correlation linked promotions to shopping intent. K-means clustering segmented students for targeted marketing. Advanced models delved into promotion-behavior dynamics. Logistic regression predicted purchasing reactions. Findings: students prefer discounts, but value shopping experience and after-sales service. Enterprises should enhance promotions, improve product quality, service, and brand image. Innovative, targeted strategies address diverse consumer groups. Social media and campus feedback aid market positioning. Enterprises must personalize and diversify college market approaches, leveraging advanced data analysis. Future studies can explore regional, professional differences, using big data to uncover trends, offering insights for e-commerce growth.

Analysis on Marketing Strategies of Mihoyo Games Take Honkai Star Rail as an Example

Mihoyo Games has grown to be the third-largest mobile game company in China in 2 decades, so a deep analysis of Mihoyos marketing strategies can be used as good references for new game companies. However, less research has been done on Mihoyos newly released game, Honkai Star Rail. In this paper, the 4Ps model is used to analyze Honkai Star Rails marketing strategies from product, price, promotion, and place perspectives and tries to find out why it can be so popular and successful. It turns out that the product and promotion strategies of Honkai Star Rail especially stand out. Product strategies can be concluded to the following points: innovative game style to attract new players; various product terminals support all devices; and the enhancement of the user experience to retain older players. Also, Honkai Star Rail used many different kinds of promotion methods, including various online and on-site promotion activities both before and after its release. Moreover, Mihoyo uses innovative methods to strengthen the relationship between players and games. By using these strategies, Mihoyo gained loyal players who are strongly tied to the games.

Strengthening Online Promotions and Improving Service Quality at “Jogja Id Screen Printing”

The development of the printing business in the digital era is increasingly rapid along with high consumer demand for using these services. In order for the business to survive in competition, it is necessary to formulate the right marketing strategy. This community service is carried out to improve the performance of the printing business at Sablon Jogja ID through online marketing assistance activities and improving service quality. Activities are carried out using counseling and training methods. Through attractive online promotional activities and satisfactory customer service, companies can build closer relationships with customers, increase customer satisfaction, and ultimately achieve sustainable business growth in this digital era.

An Evaluation of Online Promotion Activities of Geoparks in Türkiye

Bu araştırma, Türkiye’de bulunan belli başlı dört küresel jeopark adayı alanın, çevrimiçi tanıtım açısından mevcut durumunu belirlemek ve değerlendirmek üzere gerçekleştirilmiştir. Araştırmada ağırlıklı olarak ikincil veri kaynaklarından elde edilen veriler analiz edilmiştir. Türkiye’de bulunan küresel jeopark adaylarının Facebook sosyal ağında yer alan hesaplarındaki paylaşımlara yoğunlaşılmış, yapılan yorum ve beğeni sayıları incelenmiş, paylaşılan gönderi, fotoğraf ve videoların niteliklerine göre sınıflandırılabilmesi için içerik analizine tabi tutulmuştur. Nitel araştırmalar için kullanılan ilgili paket program ile analiz edilen verilerden elde edilen bulgular doğrultusunda, Türkiye’deki küresel jeopark adaylarının tanıtım ve dijital pazarlama çabalarının, uluslararasılaşma için yeterli seviyede olmadığı ve bu jeoparkların yerli ve özellikle yabancı turistleri çekebilmek adına daha fazla çaba göstermesi gerektiği belirlenmiştir. Araştırma bulguları, Zonguldak Kömür Jeoparkı’nın ve İda Madra jeoparkı’nın dijital tanıtım ve pazarlama çabalarının incelenen diğer jeoparklara göre daha fazla olduğunu ve Munzur Jeoparkı’ının çabalarının diğer jeoparklara kıyasla yetersiz kaldığına işaret etmektedir.

Online Health (Mis)Information: The Role of Medical Students.

The public perceive social media as a convenient source of health information. Some physicians might use this to enhance their visibility and market value. In this study, we aimed to assess medical students' awareness of regulations for dispersion of health-related information on social media and physicians' online self-promotional activities. A cross-sectional study was conducted among undergraduate medical students from the 3 largest administrative regions of Saudi Arabia: Central, Western, and Eastern regions. Data was collected between February-July 2020 via online distribution of a self-administered questionnaire. Results showed that: (a) a total of 730 medical students participated; (b) about half of respondents were unsure or unaware of guidelines of both, online posting of medical information and physicians' online self-promotional activities (343/47% and 385/52.7%, respectively); (c) 610 (83.6%) students supported that healthcare providers report accounts sharing unreliable health information. Physicians' online promotional activities, and posting about successful cases, might shift physicians' focus from patient care to becoming more popular online. Care should be taken not to breach essential professional and ethical principles, such as protecting the confidentiality and privacy of patients. Raising awareness among patients and physicians, current and future ones, of the regulations governing these online health related interactions is imperative.

Pemanfaatan Media Promosi dalam Pengembangan Usaha Mikro, Kecil dan Menengah (UMKM) Bilih 7 Muaro

The activity aims to empower Micro, Small, and Medium Enterprises (MSMEs) named Bilih 7 Muaro through promoting online and offline media to expand the market network of its products. This activity was implemented in two steps: 1) identification of appropriate promotional activities to expand the marketing network of MSMEs of Bilih 7 Muaro products; and 2) carrying out promotional activities. The result of the activity was the promotion of the MSMEs of Bilih 7 Muaro product, which has been carried out offline and online. Offline promotional activities were carried out through the manufacture of signage and leaflets. The online promotional activities were carried out by making advertising videos uploaded on Youtube, making innovation chat videos (Ngovi) on Langgam TV, and promoting articles published in online mass media. In addition, the MSMEs of Bilih 7 Muaro carried out packaging renewal products to attract more attention from potential customers.

Artists on Social Media: an Analysis of Personal Branding Strategies employed by Indian Independent Artists on Social Media Platforms

The main objective of this paper is to understand the different tactics and platforms used by independent artists successfully to promote themselves as a brand and garner attention to their music, building a fan base. The platforms include social media and other platforms and also understand the most favorable platform for promoting oneself as an artist. This paper also deals with the different strategies they use to promote themselves. The first part of the paper includes the evolution of the music industry, the rise of streaming services, and independent artists. The revenue models of famous streaming platforms and how much they earn through streaming. The second part deals with the definition of personal branding, the different subsections involved in branding, and the strategies in general used by independent music artists on different social media platforms. Organizations’ expenditure on online promotional activities is constantly and dynamically increasing in tandem with the increasing level of digital media consumption. Simultaneously, with increasing expenditures on digital promotion, it is clear that the effectiveness of activities carried out in the electronic space in its current form is decreasing. As a result, when promoting products and services has never been more difficult in the new market situation, organizations have begun to seek alternative methods of influencing consumers.

Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development

Along with the increasingly high level of digital media consumption, organizations’ expenditure on online promotional activities is constantly and dynamically growing. At the same time, together with the growing expenditures on digital promotion, it can be clearly seen that the effectiveness of activities carried out in the electronic space in its current form is decreasing. Therefore, in the new market situation, when the promotion of products and services has never been so difficult, organizations have started to look for other methods of influencing consumers. One of the most important trends is the use of the influencer marketing concept. In this context, the aim of this article is to analyze the role, place and significance of digital influencers in the overall functioning of the online promotional system, and the impact of the influencer marketing concept on its sustainable development. In order to implement it, a literature analysis was carried out on the origins of this phenomenon, and its scale, causes and impact on the functioning of the digital promotion system. After the completion of this stage of the research, a questionnaire survey was conducted on a group of individual Internet users in order to obtain primary data. The results of the research indicate that there is a great potential for activities involving digital influencers. This potential relates primarily to the effective transmission of information about a product or service, the impact on increased brand awareness, and the impact on the sales level of products and services offered by companies. The study also identified the most important threats that may affect the future development of the concept of influencer marketing.

Exploring Consumers’ Buying Behavior in a Large Online Promotion Activity: The Role of Psychological Distance and Involvement

As a key marketing tool, online sales promotion has been widely used by online retailers to increase sales of products and brands. Most previous researches on online sales promotion have ignored the effect of consumers’ psychological factors and the heterogeneity of product and consumers. The purpose of this study is to examine the role of psychological distance and involvement on consumers’ buying behavior in large online promotion activities. The research model was examined using empirical analysis of data obtained from consumer surveys after the Double 11 promotion. Our results indicate that temporal distance has positive impact on purchase decision of high involvement products, while having negative impact on purchase decision of low involvement products. Social distance has negative impact on consumers’ purchase decision. Temporal distance is positively associated with consumers’ purchase-decision involvement, and then purchase-decision involvement positively impacts consumers’ total consumption. Social distance has no impact on consumers’ purchase decision involvement. These findings not only advance the understanding of the role of psychological distance and involvement in online sales promotion but also offer implications regarding strategies that online retailers can employ to publish their promotions at different times and encourage consumers more to share promotional information among their friends.

An Effective Proguard: Identifying Malicious User-Accounts in Social Networks Based on Online Voting and Ranking System

Online social networks gradually integrate financial capabilities by enabling the usage of real and virtual currency. They serve as new platforms to host a variety of business activities such as online promotion events, where users can possibly get virtual currency as rewards by participating such events. Both OSNs and business partners are significantly concerned when attackers instrument a set of accounts to collect virtual currency from these events, which make these events ineffective and result in significant financial loss. It becomes of great importance to proactively detecting these malicious accounts before the online promotion activities and subsequently decrease their priority to be rewarded. In this paper, we propose a novel system, namely ProGuard, to accomplish this objective by systematically integrating features that characterize accounts from three perspectives including their general behaviors, their recharging patterns, and the usage of their currency. We have performed extensive experiments based on data collected from Tencent QQ, a global leading OSN with built-in financial management activities. Experimental results have demonstrated that our system can accomplish a high detection rate of 96.67% at a very low false positive rate of 0.3%

The Effects of Digital Marketing of Unhealthy Commodities on Young People: A Systematic Review.

The marketing of unhealthy commodities through traditional media is known to impact consumers’ product attitudes and behaviors. Less is known about the impacts of digital marketing (online promotional activities), especially among young people who have a strong online presence. This review systematically assesses the relationship between digital marketing and young people’s attitudes and behaviors towards unhealthy commodities. Literature was identified in June 2017 by searches in six electronic databases. Primary studies (both qualitative and quantitative) that examined the effect of digital marketing of unhealthy food or beverages, alcohol and tobacco products on young people’s (12 to 30 years) attitudes, intended and actual consumption were reviewed. 28 relevant studies were identified. Significant detrimental effects of digital marketing on the intended use and actual consumption of unhealthy commodities were revealed in the majority of the included studies. Findings from the qualitative studies were summarized and these findings provided insights on how digital marketing exerts effects on young people. One of the key findings was that marketers used peer-to-peer transmission of messages on social networking sites (e.g., friends’ likes and comments on Facebook) to blur the boundary between marketing contents and online peer activities. Digital marketing of unhealthy commodities is associated with young people’s use and beliefs of these products. The effects of digital marketing varied between product types and peer endorsed marketing (earned media) may exert greater negative impacts than owned or paid media marketing.

The Impacts of Online Communities in the Perspective of Institutional Marketing

Social web promotes word-of-mouth communication on products and services. The use of social media in marketing for educational institutions is important, considering that education is a public good and marketing its products or services can enhance their good name and proceeds. Social media sites are basically related to collaboration among communities, community formation, and bridging communities. These communities are interlinked, and a member made comments either favorable or unfavorable on diverse shared posts and play an important role for brand image. In an institution of education, the phenomenon of social media marketing is new and has rarely been taken to inspect. The present research is conducted to inquire the influence of online communities on institutional online marketing. The main objective of the current study is to examine the impact of student online communities on university online promotional activities This study examines the influences of community attachment, community involvement, perceived benefits and perceived cost in order to explore in what way these concepts influence university online marketing or promotional activities Using social exchange theory as theoretical fireworks and based on the data collected from online communities, this study made evident that community attachment and perceived benefits are the significant factors that positively influence community members to support university online promotional activities. Furthermore, study limitations and future directions are also discussed.

Marketing bank services to youth in China

PurposeThe purpose of this paper is to explore the banking experiences and awareness of marketing efforts of banks among youth in mainland China.Design/methodology/approachFour focus-group interviews were conducted. A convenience sample of 26 participants aged 17 to 20 years was recruited in Laiwu, Shandong, a medium-sized city in China. They were asked to report experiences that could illustrate good and bad banking services. They were also asked to recall bank marketing promotions.FindingsParticipants’ perceived service quality of banks was determined by staff attitude, service delivery, physical environment and comparison of user experience. The marketing communication activities they recalled most frequently included product placements, advertising slogans, entertaining commercials and co-branding with online games.Research limitations/implicationsThe findings were based on a non-probability sample. The study also did not differentiate between personal experience and indirect experience with family and friends. Similar studies can be conducted in large cities or in rural China to compare banking experiences in different social economic settings. Further studies can be designed using quantitative methodology to measure the importance of various factors in influencing perceptions of service quality. Online banking experience can also be studied in the future.Practical implicationsBanks in China can enhance their competitiveness and brand reputation through raising the professionalism of their front-line staff, improving efficiency and transparency and streamlining the service process. Banks can make contacts with youth through offline and online promotional activities, such as co-branding with popular online games.Originality/valueThis is the first study on banking services among youth conducted in a medium-sized city in China.

<italic>ProGuard</italic>: Detecting Malicious Accounts in Social-Network-Based Online Promotions

Online social networks (OSNs) gradually integrate financial capabilities by enabling the usage of real and virtual currency. They serve as new platforms to host a variety of business activities, such as online promotion events, where users can possibly get virtual currency as rewards by participating in such events. Both OSNs and business partners are significantly concerned when attackers instrument a set of accounts to collect virtual currency from these events, which make these events ineffective and result in significant financial loss. It becomes of great importance to proactively detecting these malicious accounts before the online promotion activities and subsequently decreases their priority to be rewarded. In this paper, we propose a novel system, namely ProGuard , to accomplish this objective by systematically integrating features that characterize accounts from three perspectives including their general behaviors, their recharging patterns, and the usage of their currency. We have performed extensive experiments based on data collected from the Tencent QQ, a global leading OSN with built-in financial management activities. Experimental results have demonstrated that our system can accomplish a high detection rate of 96.67% at a very low false positive rate of 0.3%.

A Comparative Analysis of Maritime Universities Websites

Nowadays, the Internet, i.e. its leading services like the World Wide Web are unavoidable in communications, providing services and information sharing. Websites and a variety of Internet pages that make up the World Wide Web are the primary user interfaces for online business, providing information and promotional activities on the Internet. The rapid and progressive development of this medium has led to the fact that there is almost no maritime education institution without its own website, or at least a web page. The quality and success of the presentation via the Internet and the development of websites in a way to suit users’ needs still remain a problem, not only for designers and managers but also for owners, representing an incentive for the analysis and research in the field of maritime colleges. In evaluating user interfaces, including websites, different approaches and methods are used where the usability, due to its widespread use, is most often considered as the main factor of quality. In this paper, usability factors of websites are analyzed using the questionnaire method and available online tools for 20 maritime universities worldwide and the obtained results are presented as well as recommendations for further researches.

Study on the influencing factors of unplanned consumption in a large online promotion activity

Large online promotion activities are different from traditional online marketing activities. Issues about consumer behavior in large online promotion activities deserve further discussion. Via consumer surveys before and after the "Double 11" promotion on Taobao.com, we studied the unplanned consumption and its influencing factors (promotion, time pressure, social environment (SE), in-store slack) based on the SOR model and theories of self-regulation. The results show that consumers allocate in-store slack in their shopping budget as a strategy of controlling unplanned consumption. Promotion range, preparation time, SE and in-store slack have effects on unplanned consumption. Actual shopping time and preparation time moderate the relationship between in-store slack and unplanned consumption. Actual shopping time attenuates the relationship between in-store slack and unplanned consumption, while preparation time strengthens the relationship between in-store slack and unplanned consumption. Managerial implications are also discussed based on the research.

Digital Direct-to-Consumer Advertising: A Perfect Storm of Rapid Evolution and Stagnant Regulation Comment on "Trouble Spots in Online Direct-to-Consumer Prescription Drug Promotion: A Content Analysis of FDA Warning Letters".

The adoption and use of digital forms of direct-to-consumer advertising (also known as "eDTCA") is on the rise. At the same time, the universe of eDTCA is expanding, as technology on Internet-based platforms continues to evolve, from static websites, to social media, and nearly ubiquitous use of mobile devices. However, little is known about how this unique form of pharmaceutical marketing impacts consumer behavior, public health, and overall healthcare utilization. The study by Kim analyzing US Food and Drug Administration (FDA) notices of violations (NOVs) and warning letters regarding online promotional activities takes us in the right direction, but study results raise as many questions as it does answers. Chief among these are unanswered concerns about the unique regulatory challenges posed by the "disruptive" qualities of eDTCA, and whether regulators have sufficient resources and oversight powers to proactively address potential violations. Further, the globalization of eDTCA via borderless Internet-based technologies raises larger concerns about the potential global impact of this form of health marketing unique to only the United States and New Zealand. Collectively, these challenges make it unlikely that regulatory science will be able to keep apace with the continued rapid evolution of eDTCA unless more creative policy solutions are explored.

Trouble Spots in Online Direct-to-Consumer Prescription Drug Promotion: A Content Analysis of FDA Warning Letters.

For the purpose of understanding the Food and Drug Administration's (FDA's) concerns regarding online promotion of prescription drugs advertised directly to consumers, this study examines notices of violations (NOVs) and warning letters issued by the FDA to pharmaceutical manufacturers. The FDA's warning letters and NOVs, which were issued to pharmaceutical companies over a 10-year period (2005 to 2014) regarding online promotional activities, were content-analyzed. Six violation categories were identified: risk information, efficacy information, indication information, product labeling, material information issues, and approval issues. The results reveal that approximately 95% of the alleged violations were found on branded drug websites, in online paid advertisements, and in online videos. Of the total 179 violations, the majority of the alleged violations were concerned with the lack of risk information and/or misrepresentation of efficacy information, suggesting that achieving a fair balance of benefit versus risk information is a major problem with regard to the direct-to-consumer advertising (DTCA) of prescription drugs. In addition, the character space limitations of online platforms, eg, sponsored links on search engines, pose challenges for pharmaceutical marketers with regard to adequately communicating important drug information, such as indication information, risk information, and product labeling. Presenting drug information in a fair and balanced manner remains a major problem. Industry guidance should consider addressing visibility and accessibility of information in the web environment to help pharmaceutical marketers meet the requirements for direct-to-consumer promotion and to protect consumers from misleading drug information. Promotion via social media warrants further attention, as pharmaceutical manufacturers have already begun actively establishing a social media presence, and the FDA has thus begun to keep tabs on social media promotions of prescription drugs.

Redesigning promotion strategy for e-commerce competitiveness through pricing and recommendation

Internet sales have transformed the retail business. Today almost all products sold in the marketplace can be found online, and online retailers constantly engage in promotional activities. In this paper, we demonstrate that online price promotion and product recommendations should be jointly considered and optimally determined. Through attractive price discounts, e-tailers can motivate customers to purchase the promoted product; and by way of online recommendation systems, e-tailers can encourage customers to buy non-discounted items. The best promotional effect can be achieved by concurrently optimizing price promotion and product recommendation, because the loss from discount can be compensated for by the gains from the regular items. To maximize the profit, we propose an analytical model to help e-tailers exploit the potential of online promotion, and to maximize the influence of product recommendation on e-tailer’s sales and profits. Through numerical experiments, we find the proposed approach outperforms alternative methods in profit maximization. Finally, we offer managerial insights and useful guidelines for online promotion activities.

The Use of Problematic Integration Theory to Assess Destination Online Promotion Activities

This paper uses problematic integration theory to assess destination online promotional activities often used to influence consumer travel purchase behavior. The model of destination online promotion activities assessment focuses on the link between consumers' online brand preference drivers (differentiation, quality, and value) and online market data (price, distribution, Web presence, promotions, direct online communication tool, and ad identification). The model is tested using the case of Australia (www.australia.com) and their efforts to attract a U.S. market. The study found Australia.com is a well-designed travel guide that provides information and emphasizes its aesthetic aspects. However, the Website's interactive aspects could be improved. By assessing destination online promotional activities, destination marketing organizations may be able to reduce underlying uncertainty regarding the destination and more clearly address the needs of their target markets.