Popular Marketing Strategy Research Articles

Deliberate shortage in live-streaming commerce

Live-streaming commerce has gained significant traction in recent years as an additional channel employed by online retailers to engage consumers in real-time interactions. However, it is essential to highlight the growing prevalence of limited sales as a popular marketing strategy within these live-streaming channels, resulting in an inability to fulfill all consumer demands. Surprisingly, this phenomenon has gone largely unnoticed in previous literature. This paper aims to bridge this gap by delving into the impact of product shortages within the realm of live-streaming commerce. To accomplish this objective, we introduce a stylized model that captures the strategic interactions between online retailers and consumers within live-streaming channels featuring rationed product availability. Our findings reveal that the online retailer’s profit exhibits a unimodal trend concerning the quantity of products offered in the live-streaming channel when the product value falls within a non-extreme range. In simpler terms, deliberately limiting product availability in live-streaming commerce can lead to significantly higher profits, incentivizing retailers to implement rationing strategies. Moreover, contrary to conventional expectations that consumers anticipate a greater supply of products than the retailer intends to provide, we uncover that consumers expect a lower quantity when the potential product value is relatively small. Finally, our research highlights that while live-streaming channels attract consumers with high patience, encouraging their engagement, impatient consumers who favor traditional online channels may face long-term adverse effects due to the retailer’s strategic pricing response. We validate the robustness of our main findings by exploring various extensions, such as the influence of strategic waiting behavior, advertising effects and enhanced perceived product value.

Bundle AI: An Application of Multiple Constraint Knapsack Problem (MCKP) Through Genetic Algorithm (GA)

Bundle AI is a marketing tool project motivated to provide solutions for manual product bundling, a popular marketing strategy that boosts sales of low-selling products and encourages mass purchases with promising customer satisfaction. It is a cost-effective solution as it does not depend on large volumes of transactional data, which is suitable for small businesses. The bundling of products was defined as a Multiple Constraints Knapsack Problem where the best solution is determined using Genetic Algorithm. Bundle AI delivers the fit product bundle with the incorporation of the value and reward system.

The Effect of Tik Tok Live Streaming in Increasing Consumer Trust and Purchasing Decisions

In the currently developing digital era, the use of live streaming on the TikTok platform is becoming an increasingly popular marketing strategy. This research aims to determine the relationship between TikTok live streaming and increasing consumer trust and purchasing decisions. By utilizing a literature review as a research method, this research aims to explore information from previous research involving TikTok live streaming, consumer trust, and purchasing decisions. Previous research results show that TikTok live streaming plays an important role in shaping consumer trust through content authenticity and direct interaction. Product details displayed during live streaming and the quality of the streamer's presentation can influence purchasing decisions. TikTok Live Streaming is considered effective as a promotional medium that can build trust and increase consumer purchasing decisions.

Research on Reasons for Success of Crossover Marketing Strategy under the SMCR Model: The Case of HEYTEA and FENDI

Crossover is a marketing strategy in which two brands from different areas collaborate to illustrate the characteristics of target consumers from multiple perspectives, which has become the most popular marketing strategy in the past few years. There were 664 cases in the Chinese market from last March to March this year, like Disney and McDonald's, Sanrio and KFC and other famous brands. Therefore, this paper will discuss the reasons why some crossover cases are successful, taking the case of HEYTEA and FENDI as an example. The research methods of this study are literature reading and analysis of data, which are all from the brand's official website, platform data and professional statistical agencies. Finally, after analyzing under the frame of Berlos SMCR Model of Communication, it can be concluded that the mutual choice of the two brands in Source, the form of the message, the target of the recipient and the choice of the Channel together caused the success of this crossover case.

The Economic Impact of Celebrity Endorsements on Coffee Brands: Taking Luckin as an Example

This study aims to analyze the economic impact of celebrity endorsements on Luckin coffee brands. The research question focuses on identifying the main changes in sales and evaluating the extent of the economic influence brought about by celebrity endorsements. To conduct this study, the researcher will collect and analyze various factors, including Luckin's product sales data before and after the endorsement period, consumer experience and feedback, and evaluations from industry experts. Celebrity endorsements have become a popular marketing strategy for many companies worldwide, including those in the coffee industry. By leveraging popular public figures to endorse their products, companies hope to gain greater brand recognition and increase sales. However, the effectiveness of celebrity endorsements has always been a topic of debate in the literature. Some studies suggest that celebrity endorsements can significantly boost sales and enhance brand image, while others argue that it may not always be effective. In this study, the researcher aims to investigate whether celebrity endorsements have had a positive economic impact on the Luckin coffee brand. The main objective is to determine the magnitude of the effect of celebrity endorsements on sales and other economic indicators. The findings of this research may provide valuable insights into the effectiveness of celebrity endorsements in the coffee industry, which can be used by marketers and brand managers to develop and improve their marketing strategies.

A Comparative Study of Coffee Marketing Strategies Taking Starbucks and Luckin Coffee as Examples

Coffee is becoming more and more popular due to the influence of a series of factors, such as economic level, cultural life, social activities, and so on. Therefore, the coffee industry is becoming more competitive in China. In order to get more market share, the coffee company uses different marketing strategies. Among those strategies, co-branding has become a very popular marketing strategy in recent years, and a lot of research has proven its effectiveness. In this paper, there will be a discussion about the different views of Starbucks and Luckin Coffee, which are two very famous coffee companies in China, on the marketing strategy of co-branding based on available research papers. The article will use market segmentation, product value, and a customer journey map to analyze why Starbucks and Luckin Coffee have different opinions about co-branding. The result of the analysis in this paper suggests that because Starbucks and Luckin Coffee have different market positions and other influence factors, the former does not focus on co-branding in its overall operation, while Luckin Coffee takes co-branding seriously. This paper provides some valuable suggestions for coffee companies on how to find accurate marketing strategies according to their characteristics and whether they could use co-branding in the Chinese coffee industry.

Influencer Marketing with Social Platforms: Increasing Brand Awareness and User Engagement

Influencer marketing is an increasingly popular marketing strategy that uses social media "influencers" to market products or services. The background of Influencer marketing can be traced back to the rise of social media. As people rely increasingly on social media for information and social networking, companies recognize the potential of social media and want to use it for marketing their products and services. This paper examines the role of influencer marketing in three areas: brand message creation and communication and user interaction. The AASAL model and the consumer decision process model are used as the theoretical framework to study and validate the impact of influencer marketing on brand impressions and development. It is confirmed that influencer marketing uses influential individuals on social media to help build and communicate brand values, product messages, and service messages. These influential individuals, usually social media bloggers, internet celebrities or celebrities, are evident and influential in a specific field or topic and can attract many fans and followers. By connecting with these influential individuals and having them post relevant information about their brands, products or services, companies can help increase brand awareness and create a positive image for their brands by promoting their products and services among the influencers' fans. Influencers' fans usually trust influencers' recommendations and suggestions, thus increasing the interaction between users and the brand and greatly enhancing a company's brand awareness and sales. However, this marketing strategy also has some limitations and needs to be viewed and used critically.

The Influence of Social Media Endorsement on Customer Purchase Decision

Celebrity social media endorsement has become a popular marketing strategy over the last decade. However, it is not always effective in the consumer purchase decision process. Sometimes, it brings adverse effects to the brand and product due to the wrong selection of celebrity figures. and for MSME who have limited capital, it is very important to effectively choose celebrities on social media for endorsement so that marketing strategies carried out result in consumer purchase decisions. Therefore, this research aimed to investigate three variables that related to celebrity social media endorsement but had the most significant influence on purchase decisions. Among others: expertise, trustworthiness, and attractiveness so it can be used by marketers or MSME as an insight. This research used a quantitative method to collect the data; there were 205 respondents as a sample. The data will be analyzed with inner and outer models and calculated with PLS statistics. The findings revealed that all variables, including expertise, trustworthiness, and attractiveness, have a positive influence on purchase decisions. However, it is only trustworthiness and attractiveness that have significant influence, with the p-values of trustworthiness (0.042 0.050) and a coefficient obtained of 0.175, which means they have a positive and significant influence also p-values of attractiveness (0.000 0.050) with a coefficient obtained of 0,647, which means a positive and significant influence and expertise had an insignificant influence on purchase decisions with p-values (0.843 > 0.050) and a coefficient of 0.014, which means it had a positive and insignificant influence on purchase decisions. This research has come to the conclusion that MSME may consider applying celebrity social media endorsements to their campaigns, but they must take into account the variables that have a significant influence on the purchase decision. Particularly attractiveness, which had the most significant influence.

Guest Loyalty Programs of Chain Hotels: The Case of Turkey

The increasing competition among companies has forced them to adopt new marketing methods and develop new strategies to retain customers. One such strategy is the use of loyalty program cards, which were initially used as a benefits program but have now become a popular marketing strategy used by many hotel chains in Turkey. Loyalty programs are designed to encourage customers to continue using a company's services or products by offering rewards, discounts, and other privileged services. This study aims to conduct a content analysis of the websites of 10 hotels in Turkey to explore the facilities these hotels offer through their loyalty programs. The content analysis focuses on the services offered by these hotels, which are designed to retain customer loyalty. The data was collected by visiting the websites of the selected hotels and analyzing the content using the content analysis method. The findings were presented descriptively, highlighting the similarities and differences between the services offered by the hotels under the name of the loyalty program. The study found that the loyalty programs offered by hotel chains in Turkey have both common and different characteristics. Overall, this study provides valuable insights into the loyalty programs offered by international hotel chains in Turkey. By analyzing the content of the websites, the study highlights the key facilities offered by these hotels to retain customer loyalty. The findings of this study could be useful to hotel managers and marketers in designing effective loyalty programs that meet the needs and expectations of their customers.

STRATEGIES OF SOCIALLY RESPONSIBLE MARKETING OF COMPANIES IN THE SPHERE OF SPORTS

The main goal of the research is to study and evaluate modern socially responsible marketing strategies of global sports brands for the development of proposals for the domestic sports business. The article examines the role and significance of the social responsibility of business in modern marketing strategies of companies. The essence of socially responsible marketing and types of marketing strategies have been studied. The key marketing strategies that are relevant under modern market conditions are distinguished. It was determined that charity, sponsorship, and active participation in environmental protection programs are the most popular forms of social responsibility of sports companies. The largest and most popular sports companies were chosen on the basis of the rating evaluation results of the world's sports brands. According to the official websites of the world's leading sports companies, the content of strategic marketing initiatives that take place in their management practice was analyzed. It was found that all global sports brands have a high level of activity in the field of social responsibility of business. Among the most popular marketing strategies, these companies use the production of goods from ecological raw materials, the strategy of transformational cyclicality and energy efficiency, the promotion of a healthy lifestyle among potential and contact audiences, the involvement of consumers in programs for the preservation and restoration of natural resources, the observance of human rights, the strategy of inclusiveness and equality for all categories of consumers. Studies of the Ukrainian market of sports brands have shown that many new companies have appeared in the country in recent years, however, their level of social business responsibility remains low compared to global sports brands. In order to create favourable conditions for the success of Ukrainian sports companies on the basis of the best global practice, strategic areas of socially responsible marketing were proposed. The main elements of marketing strategies were identified as key elements of the implementation of these strategic initiatives, including reputational capital and branding, active promotion technologies based on digital potential, socially significant long-term values, unity of business interests and the interests of society.

Evaluation of The Effectiveness of Instagram Social Media: A Case Study in Ringkai Indonesia

Marketing using Instagram is becoming a popular marketing strategy for businesses today. Ringkai Indonesia, a small business that provides healthy snacks for children in Bandung, uses Instagram as its main digital marketing tool. However, Ringkai has a low number of Instagram account engagement and followers. This is a serious problem for Ringkai to be able to continue to compete in online sales. Therefore, the objectives of this study are first, to find the significant factors that influence social media engagement; second, to find the root cause of Ringkai's low social media engagement problem; third, to develop the right content marketing strategy. This research will explore the problem comprehensively through internal and external environmental analysis. The internal analysis consists of resource analysis and external analysis consisting of PESTEL, Porter Five Forces, competitor analysis, and customer analysis. Where customer analysis is explored by using a quantitative survey of 236 respondents. The results show that remunerative and relational content significantly affect. Therefore, the researcher proposes several strategies as a solution, namely developing a posting schedule, activating ads on Instagram, and creating remunerative and relational content as an effort to increase social media engagement on Ringkai's Instagram account. The implications of this research are for other business actors in the healthy snack industry for children to increase social media engagement on Instagram through Instagram marketing strategies.

Impact of augmented reality marketing on customer engagement, behavior, loyalty, and buying decisions

Technological possibilities intrinsically shape marketing choices. While scientific progress has always been propelled by marketing needs or vision, emerging technologies have exposed marketing executives to unforeseen ways to interact with and influence clients. Augmented reality marketing is an engineered environment on a digital platform that incorporates realism and ads or enhanced themes that communicate with five sensory organs and perspectives. Augmented Reality Marketing (ARM) was recently introduced to express a pretty popular marketing and promotional strategy that aims to leverage the power of mobile phone capabilities as portable smart gadgets are rapidly becoming omnipresent worldwide. This paper presents the Impact of Augmented Reality Marketing on better customer engagement, customer behavior, customer loyalty, and buying decisions. The study’s upshot proves that ARM possesses the capability of “putting the product in the consumer’s hand” and allows companies to bridge the gap between experience and action. It also proves that AR is more than a promotional tool and can effectively contribute to increased customer-brand relationships and experiences.

Expertise, Trustworthiness, Similarity, Familiarity, Likeability, Product-Match Up of Celebrity Endorsement to Purchase Intention

Celebrity endorsement has become popular marketing strategy for the last decade. However, it is not always effective. Sometimes, it brings adverse effect to the brand and product due to wrong selection of celebrity figure. Therefore, this study aimed to investigate variables that related to celebrity endorsement, but have most significant influence to purchase intention. Among others: expertise, trustworthiness, similarity, familiarity, likeability, and product-match. So, it can be used by marketers as an insight. There were 200 respondents involved in this explanatory quantitative study. The findings revealed that all variables have positive influence to purchase intention. However, it is only expertise, trustworthiness, similarity, familiarity, and likeability that have significant influence. It means, product-match up had insignificant influence to purchase intention.

Effectiveness of instagram and facebook marketing on the customer path at the aloft bali seminyak hotel during the covid-19 pandemic

The most popular marketing strategy today is marketing through social media. This research was conducted to determine the effectiveness of Instagram and Facebook Marketing on the consumer's customer path at the Aloft Bali Seminyak Hotel during the Covid-19 Pandemic. Data collection techniques used in this research are questionnaires, interviews, and documentation studies. The number of respondents in this study were 70 people. The data analysis technique in this research is Partial Least Square (PLS) analysis with SmartPLS version 3.3.2 software. The results of this study indicate that based on the R2 test, the net R2 value obtained is 0.523 classified as a moderate (moderate) model, these results explain that Instagram and Facebook marketing that are run are quite effective on the customer path during the Covid-19 Pandemic. The effect of endogenous variables on exogenous variables is known based on the value of effect size (f2), which is 0.376. This shows that the influence of the Instagram variable on the customer path is included in the strong category. Meanwhile, the f2 value of the Facebook variable is 0.250 which shows the effect of the Facebook variable on the customer path, including the sufficient category.

The effects of donation amount and ad orientation of cause-related marketing on consumers’ response

PurposeCause-related marketing (CRM) is an increasing popular marketing strategy in which a firm donates a specific amount to a designed cause when customers engage in revenue-providing exchanges. Based on balance and attribution theory, this paper aims to explore the interaction effect of donation amount and ad orientation, two important factors of formulation and communication of CRM, respectively, on consumer response and the mediating effect of consumers’ perceived company motives.Design/methodology/approachTwo 2 (donation amount: small vs large) × 2 (ad orientation: product- vs cause-oriented) between-subjects experimental studies were conducted in marketing course with 284 and 157 Chinese undergraduate students participating in Studies 1 and 2, respectively. ANOVA and regression were used to test the hypotheses.FindingsStudy 1 shows the significant interaction effects of donation amount and ad orientation on consumers’ response. When CRM has a large donation amount, cause-oriented (vs product-oriented) ad leads to consumers’ more positive company attitude and higher purchase intention. The opposite is true for the small donation amount condition. Study 2 shows that the above interaction effect is mediated by consumer-attributed company motives. The attributed motive of sincerely caring about social cause has significant positive effect on consumer response, whereas the attributed motive of increasing sales or improving corporate image does not.Originality/valueThis paper contributes to the literature by empirically examining the interaction effect of donation amount and ad orientation on consumer-inferred motives and behavioral response. The findings are valuable because they indicate the importance of matching between factors at formulation and communication stage. In addition, this paper found that consumers are “tolerant” of companies using CRM to promote product sales and improve brand image.

Impact of Customer Relationship Management on Tourist Satisfaction, Loyalty, and Retention

The aim of this study is to evaluate by using the more recent and popular marketing strategy or concept that is customer relationship management's impact on tourist satisfaction, loyalty, and retention of a specific, attractive, and amazing tourism destination: Saint Martin island. By reviewing the literature, the authors develop a proposed model and for testing this model based on data collected from 328 respondents using online media. They use PLS-SEM SmartPLS3.2.1 software. The outcome of the analysis reveals that customer relationship management (CRM) has a significant positive impact on tourist satisfaction and loyalty but failed to show a relationship with tourist retention. On the other hand, tourist satisfaction has a positive relationship with loyalty and retention whereas loyalty has a significant impact on retaining tourists.

MEASURING SERVICE QUALITY IN GAUHATI UNIVERSITY LIBRARY: A SERVQUAL ANALYSIS

Information and Communication Technology had made revolutionary changes in all housekeeping activities and services in our library. In the present scenario, libraries have to face crisis of survival to competition from publishers, vendors, online services and internet. Customer satisfaction is the basic goal of any organization. Measuring customer/user satisfaction has become one of the most popular marketing strategies in all service industries, as well as libraries.

The degree of the uncertain reward and customer engagement

Purpose As value co-creation has become a critical strategy for companies to gain competitive advantage, the purpose of this paper is to investigate the degree of the uncertain reward (DUR) and its impact on customer engagement (CE), particularly in the promotion stage, which has not been sufficiently explored. Further, optimistic estimation (OE) is examined as an underlying mechanism of the uncertain reward effect, as well as the impact of combining this with other marketing strategies: the controllable lottery and the delayed reward. Design/methodology/approach Three studies were conducted to examine the influence of DUR on CE, which included online experiments and a laboratory experiment. In total, 337 participants were recruited from China and the USA to enhance the study’s reliability and validity. Findings The research demonstrated that a high-degree uncertain reward led to less OE than a low-degree uncertain reward (LDUR), which subsequently decreased CE (Study 1). However, when other marketing strategies were combined – the controllable lottery (Study 2) and time-delay reward strategy (Study 3) – the uncertain reward effect was reversed (Study 2) or attenuated (Study 3). Research limitations/implications The current research only presents two possible reward amounts and independently explores the influence of two popular marketing strategies. Future research can explore customers’ responses to engagement when they face multiple rewards and thoroughly investigate the influence of other social or psychological factors. Practical implications Firms could apply an LDUR to enhance CE effects. Furthermore, this could be done at a low cost by empowering customers’ controllability. Nonetheless, firms should be cautious with trade-offs when using time-delay reward strategies. Social implications The research contributes to establishing networks of customer–company and interpersonal relationships, as well as fostering closer social ties and social harmony. Originality/value This research offers not only initial research on CE in the promotion stage, but also a novel psychological perspective in CE literature. Meanwhile, the study provides substantial value in guiding managers to effectively transform customers into value co-creators.

Awareness and Preference of Three Popular Marketing Strategies Used in Academic Libraries

Awareness and preferences of popular marketing strategies were explored using respondents from University of Calabar (UNICAL) and Cross-River University of Technology (CRUTECH) being academic libraries in Cross River State. This indicated that marketing strategies had been and is still in use today in libraries. Librarians’ had come to the realization of the necessity to market its services and resources. These had been found to boost users’ knowledge of what libraries hold in stock, their exploration methods and influence on utilization. However, this study revealed that users’ are mostly aware of market segmentation strategy 382(66.09%). Followed by organized event 166 (28.72%) while very few seem to know about word of mouth (WOM-5.19%). Study also revealed that in spite of this knowledge, users’ had numerous challenges that debar them from participating at such events when organized. The researcher therefore advised that admissions regardless of the batches, be done timely so that users’ can benefit from orientation, which is one major event for all new students. Study concludes among others that librarians should sort for ways of making users’ to understand library philosophy or use university management to incorporate library activities in the mainstream of events. Study suggested that the librarian could plan for giving gift items as high points of their organized events.

The Egyptian General Directorate for Protecting Public Morality

The Egyptian General Directorate for Protecting Public Morality