Promotional Tool Research Articles

Presidents and vaccines: head of state inoculation as a tool for vaccine promotion.

Vaccine hesitancy, an important threat to global health, has increased since the onset of the COVID-19 pandemic. The public vaccination of high-profile figures, such as heads of state, has been touted as a potential tool for increasing vaccine acceptance among the general population. However, systematic information on such role modelling is lacking and existing studies focus on a small number of high-income countries. We take advantage of the COVID-19 pandemic to fill this gap. Through a systematic search of internet sources, we first document that most global leaders supported the vaccination campaign and actively communicated their vaccination status to the public. We then turn to a case study to provide experimental evidence on vaccine role modelling for a country in Africa - the region that is most lagging behind in achieving universal immunization coverage. We rely on a randomized survey experiment with 600 citizens in the Democratic Republic of Congo and take advantage of the fact that the Congolese President publicly received a COVID-19 vaccine during the survey period. Our findings demonstrate that the impact of political leader's role modelling is moderated by trust and depends on media outreach and access. When trust in leaders is lacking, or news on their actions is inaccessible, alternative ambassadors and effective communication methods become crucial in motivating and informing the public. This may be especially relevant in fragile states and remote regions.

Dampak Live Streaming, Celebrity Endorsement, Alat Promosi, Review Online, Keamanan, Kemudahan Penggunaan dan Kenyamanan terhadap Perilaku Belanja Pakaian Online pengguna Tiktok setelah Pandemi Covid-19 di Jakarta

This research aims to determine the significant influence of several factors on the online shopping behavior of TikTok users during the Covid-19 pandemic in Jakarta. This research used the Structural Equation Modeling Partial Least Squares (SEM-PLS) method with a total of 215 respondents. The data that has been collected is processed using the SmartPLS application, ensuring accurate statistical analysis. The research results show that all the variables studied have a significant influence on the online shopping behavior of TikTok users during the pandemic in Jakarta. Of all the factors observed, online reviews emerged as the most influential variable and played an important role in shaping users' purchasing decisions. In contrast, the variable that has the least influence is security, indicating that although important, security factors have a more limited impact in influencing TikTok users' online shopping decisions. In conclusion, this research provides important insights into the factors that influence TikTok users' online shopping behavior during the pandemic. Keywords: Celebrity Endorsement, Live Streaming, Promotional Tools

“So if you’re going fossil hunting, that’s where you should look”

Abstract Whether directed at adults or children, popularization can be viewed as a process of “translating” and “recontextualizing” expert discourse for a lay audience. In fact, knowledge dissemination for children appears to entail an additional form of “translation,” given their limited background knowledge. This “re-translation” often occurs on dedicated websites based on “edutainment.” While most museum websites function as promotional tools or as agents of knowledge dissemination, a small number of them are targeted at children and offer texts that insert museum objects in a broader context. By means of a small case study, this paper explores how knowledge is popularized and presented in two science museum websites: the Natural History Museum (NHM) in London and OLogy, the science website for children of the American Museum of Natural History (AMNH) in New York. From a corpus-linguistic and discourse-analysis perspective, our interest lies in how popularization takes shape in these two websites, the former intended for different age groups and the latter explicitly addressing children. Quantitative and qualitative results show similarities and dissimilarities, thus accounting for different types of popularization as forms of translation. The analysis aims to grant insights to translators and interpreters engaged in museum adaptations and translation of contexts.

Investigating the Features of Sales Promotions: Conceptualization and Empirical Evidence

Amid the tight competition and subtle differences between the available options, sales promotion has become an important marketing strategy, primarily for e-commerce companies. However, the fast development leaves the sales promotion concept behind. Specifically, the academicians have not reached a solid conclusion about sales promotion features. This study aims to unify the scattered features of sales promotion tools and demonstrate the direct or indirect influence of chosen techniques on behavioral intention. The study identifies six features of sales promotion tools, and they influence consumer behavior directly or indirectly through attractiveness, following the comprehension and non-comprehension models. Future researchers could investigate the joint effect of features, tools, and companies on consumer behavior.

Analysis of the Use of Social Media as a Promotional Tool to Attract Tourists in the Village of Belitar Sebarang

The study aims to analyze the use of social media as a promotional tool to attract tourists to visit Belitar Seberang Village, Rejang Lebong Regency, Bengkulu. Researchers use a descriptive qualitative approach with data collection techniques of interviews, observations, and documentation studies. Informants were selected through purposive sampling techniques with informant criteria, namely Seberang Village tourism managers, tourism village social media managers, and Seberang Village tour visitors. The data was analyzed using the Miles and Huberman technique. Then the results of the study were analyzed using Herbert Blumer Symbolic Interactionism Theory. The results showed that promotions were carried out on several social media platforms such as Instagram with the account name @desawisatabelitarseberang whose number of followers was 4,065 with several posts 216. Then Facebook Desa Wisata Belitar Seberang which has 835 followers, YouTube channel Desa Wisata Belitar Seberang with 223 subscribers, and Twitter @belirang which only has 4 followers. When viewed from the content uploaded, the number of posts per month is 4 to 5 content and with the number of likes that are also more than other platforms, reaching more than 25 likes per content. All data is taken as of October 16, 2023. Based on these data, it can be seen that Instagram is the platform with the most followers or followers. This means that Instagram is the most effective platform for promoting Sabrang Village tourism to attract tourists.

КЛАСИФІКАЦІЯ ІНСТРУМЕНТІВ ДІДЖИТАЛ-ПРОСУВАННЯ ТОВАРІВ ТА ПОСЛУГ НА РИНКУ B2B

Digitalization is actively developing and being implemented both in our everyday life and in the field of business. Modern progressive technologies offer a variety of tools and approaches that make it possible not only to increase the promotion of the company's products, but also to guarantee unique competitive advantages over the main competitors. In the article, we provide information about the tools and their components, as well as the functions that make up the enterprise's marketing activity as a whole. After all, the various means offered by digitalization and used in marketing collectively represent a process focused on the satisfaction of two parties: the buyer and the seller. Such a two-sided approach ensures the efficiency of companies' work, their focus on the client and the presence of competitive advantages The article presents the most basic tools for digital promotion of goods and services in the B2B market: website promotion, content marketing, social media, email marketing, lead generation, analytics and tracking. Data on the share of the number of enterprises using social media in the total number of enterprises by type of economic activity are presented. The average share of social media use at enterprises by type of economic activity is: in 2018 – 29.7%; in 2019 – 30.1%; in 2022, 29.1%. In the breakdown of types of economic activity during 2019-2022, it was established that the largest share is occupied by enterprises working in the tourism sector and in publishing. The environment for the formation of tools for digital promotion of goods and services on the B2B market was analyzed, among which the following were identified as determining factors: market size, cost of products and services, customer relations, loyalty program, support and consultation service, goals and content strategy. As a result, the digital promotion of goods and services in the B2B market was determined, which allows companies to interact more effectively with the target audience, optimize their efforts and ensure stable business development. Keywords: digitalization, marketing, product promotion, B2B market, digital tools, marketing activity

Development and Promotion of the Agro -Tourism Park in Bangun Harja Village Through Social Media

Bangun Harja Village in East Seruyan Hilir District, Seruyan Regency, Central Kalimantan Province, possesses significant natural potential for development into a tourism destination, particularly as an agrotourism park. Despite its substantial potential, the Bangun Harja Agrotourism Park has not attracted substantial attention from tourists due to inadequate infrastructure, limited human resources, lack of innovation and creativity among managers, and absence of promotion through social media. This community service program aims to increase the popularity and number of visits to the Bangun Harja Agrotourism Park by utilizing social media platforms as the main promotional tool. The program involves students from IAIN Palangka Raya, village officials, and community leaders, and employs the ABCD (Asset-Based Community Development) method to leverage the village’s assets effectively. The key activities include creating and promoting attractive spots within the park, enhancing infrastructure, and conducting social media marketing campaigns. The expected outcomes include increased social media followers, interactions, tourist visits, and local economic benefits. This initiative aims to create a sustainable and thriving agrotourism destination that benefits the local community both economically and socially

Visual Narratives in Health Communication: Evaluating Comics as Tools for Health Literacy by the Indonesian Ministry of Health

This study investigates the efficacy of comics as a strategic communication tool for health promotion, utilizing a qualitative analysis of literature and examples from the “Sehat Negeriku” website managed by the Indonesian Ministry of Health. The multifaceted nature of comics, incorporating visual storytelling and character-driven narratives, offers a unique method for conveying complex health messages in an accessible and engaging manner. This research identifies several key advantages of comics in health communication, including increased appeal and interest among diverse demographics, enhanced memory retention through visual cues, emotional engagement that deepens message impact, stimulated creativity and imagination, and the ability to reach a broad audience. Data collection involved a thorough review of existing literature and content analysis of health communication comics, focusing on their structure, content, and reception. The findings highlight how comics, by blending entertainment with educational content, can effectively reduce resistance to health messages, facilitate behavioral change, and contribute to public health knowledge. Furthermore, the study underscores the importance of considering cultural relevance and audience-specific characteristics in comic design to maximize their educational impact. This paper contributes to the understanding of visual communication in public health and supports the integration of comics into broader health promotion strategies.

Optimizing BSI Mobile Banking Services to Increase Satisfaction with Transaction Services for IAIN Madura Sharia Banking Study Program Students With a SWOT Analysis Approach

This research is presented to contribute to what business strategies Bank Syariah Indonesia can optimize in optimizing BSI mobile services for transaction satisfaction using a SWOT analysis approach. Data analysis was carried out by exploring data through observation, interviews and documentation, which was followed by a data reduction process, testing data validity and drawing conclusions. Based on the results of the SWOT analysis, researchers found that BSI mobile banking services are currently at coordinates 0.70; 0.51, where these coordinates are in quadrant 1, namely an aggressive strategy. This strategy shows the situation that BSI bank can optimize BSI mobile banking services in increasing satisfaction by using all their strengths to take advantage of existing opportunities. One of these strategies can be in the form of (1) Improving the quality of products and service features (2) Maintaining the satisfaction of existing customers by improving the quality of transactions that are safe, precise and fast, (3) Increasing the security protection of customer data, (4) Evaluating feedback from past and current customers in designing future market share, (5) Strengthening promotional tools in introducing the benefits of BSI Mobile Banking service features, and (6) Reaching potential new customers in expanding market expansion .

Improving Marketing Strategies Using a Clustering and AR-MBA Methods at Indomaret Kaliurang

Marketing is the main activity carried out by entrepreneurs to maintain the viability of their business, develop the company, and get maximum profit. Companies need to know the right and appropriate marketing strategy so that the products to be sold on the market. Marketing strategy is one of the strategies applied to the retail industry in Indonesia, one of which is Indomaret. The purpose of this research is to increase market competitiveness so that it can survive and develop, and Indomaret in Kaliurang hopes to make a strategy to increase sales by conducting an analysis of consumer segments and product categories so that they can create sales strategies that can increase sales. The method used is clustering to find potential target markets that have similar characteristics and association rules &; Market basket analysis (AR-MBA) is used to find best practices for product marketing. The results of the Cluster Method with Non-Hierarchical Algorithm K-Means are 3 clusters. Based on the analysis conducted, it was found that the results of the AR-MBA method, there could be 6 rules for goods purchased simultaneously. Marketing strategies that can be applied by Indomaret Kaliurang such as promotions can be created by making products that are rarely purchased as bonuses for buying products that are often purchased. In addition, vouchers can be created as a promotional tool to encourage greater consumer purchases. Keywords: AR-MBA, clustering, sales strategy, strategy marketing

Social networks as an effective tool of business promotion in the world

The article discusses the main aspects of using SM as an effective way to promote your business. Data on the use of social networks are considered. Recently, marketing communications have acquired a new direction of activity. The global spread of social media, especially social networks, has led to increased online competition among companies. Traditional media channels such as outdoor advertising, print publications, television, etc. are mainly used to inform consumers about new products and their exceptional quality. However, today, with the development of media, online advertising has taken a leading position and offers more diverse opportunities to attract new customers. As society began to prioritize communication in the online space, companies, in order not to lose sight of their target audience – consumers, began to look for new means of communication. This is why social media is increasingly being used by companies as their primary communication tool. The development of internet technologies and new business processes contributed to the emergence of a separate direction in business marketing - Social Media Marketing (SMM).

Instagram Utilization as User Generated Content in Promoting Local Culinary

Promoting anything is one kind of communication that leverages social media and breakthroughs in IT. Information-gathering, public appeal, and influence-peddling are the goals of promotional activities. Informational, persuasive, and reminder campaigns are the goals of promotion. One app for sharing images or videos is called Instagram. Friends on Facebook can follow us on Instagram thanks to a feature of Instagram that is integrated into Facebook. The capabilities that Instagram offers its users are rather extensive. A user's creation of content and subsequent sharing on a platform of their choosing is known as user-generated content. Users utilize user-generated content to spread knowledge, advertise a company or product, and sometimes even attract attention and encourage other users to purchase. The Instagram account@kulinercirebon served as the study's subject. A food Instagram account, @kulinercirebon, highlights Cirebon's excellent food. Utilizing a qualitative research method with a descriptive approach, the study's objectives were to ascertain the @kulinercirebon account owner's creative process in optimizing Instagram accounts and the optimization of Instagram's use as a medium for Cirebon culinary promotion. The study yielded the following research findings: the process by which creators create promotional content is split into three stages: pre-production, content creation, and post-production. The best way to maximize Instagram's potential as a promotional tool is to take advantage of its features, which include captions, hashtags, video reels, Instagram feeds with multiple photos and comment features.

STRATEGY FOR IMPROVING THE COMMUNITY ECONOMY THROUGH ENVIRONMENTALLY BASED TOURISM AND SOCIAL MEDIA IN NAGARI SUNGAI PINANG, WEST SUMATRA PROVINCE

This research aims to identify strategies to improve the community’s economy through environmentally based tourism and social media in Nagari Sungai Pinang, Pesisir Selatan Regency, West Sumatra. This study used qualitative methods with observation, in-depth interviews, utilization of documentation, and FGD. As an analytical tool, this research used Anthony Giddens’ structural theory of observation practice which is not only determined by the agent but also by structure. According to the research findings, the strategy for improving the community’s economy through environmentally based tourism and social media can be seen in the utilization of the community’s diverse tourism business potential, which includes tourism beaches, tourism mangrove forests, tourism nautical (sea), and tour island. Homestay, Manjuto Beach, and attractive islands such as Pamuntusan Island, Pagang, Marrak, Karanggo, and Erong Bay have all contributed to the growth of business tourism. Its development is aided by local institutions and local expertise from an environmental standpoint. There are other opportunities for enterprises that may be established without damaging natural beauty, including tourist firms that involve underprivileged people. The strategy for enhancing the economy of the public is to include all components from the outset, given that the location is common land in line with the customs that apply in the community of Minangkabau West Sumatera. Apart from that, social media is also used as a promotional tool by involving the younger generation.

Customer Segmentation Based on Machine Learning Methods

In recent years, as times change, consumer behavior continues to change rapidly, and their preferences and consumer attitudes change with age and experience. In the generalization of the mass market, it is difficult to identify the needs and desires of customers through various promotional tools. Therefore, customer segmentation can be an option for marketers to offer preferential goods or services to customers. Segmentation can help the company to quickly identify the preferences of the customers and provide them with the desired goods. However, there are significant differences between customers, making it difficult for merchants to segment customers through simple attribute filtering. Fortunately, with the development of machine learning, machine learning-based customer segmentation methods have received a lot of attention from researchers. However, different machine learning methods have different characteristics and there are some differences in commercial applications. Therefore, this paper analyses the principles and performance of the algorithms to provide reference for researchers in related fields. Firstly, this paper introduces several common machines learning methods, including Logistic Regression, Decision Tree, Random Forest and AdaBoost, and then compares the effectiveness of these algorithms through experiments. Finally, this paper looks forward to future research directions.

Development and feasibility assessment of a virtual reality-based aerobic exercise program with real-time pulse rate monitoring on hemodynamic and arterial stiffness in healthy people: a pilot study.

Virtual reality (VR) exercises are reportedly beneficial as a physical activity tool for health promotion and rehabilitation, and can also help individuals exercise under professional supervision. We developed and investigated the potential feasibility of a VR-based aerobic exercise program using the XBOX ONE console and Kinect sensor with real-time pulse rate monitoring. The VR setting consisted of two-dimensional (2D) environments via computer, laptop, or television screens. In addition, the study investigated the potential feasibility of the VR-based exercise program on hemodynamic response and arterial stiffness in healthy participants of various ages. Healthy participants (n = 30) aged > 18 years were enrolled in the VR exercise-based program. All participants were required to wear a polar heart rate (HR) monitor set for moderate-intensity exercise, targeting 40%-59% of their HR reserve. Hemodynamic and arterial stiffness (pulse wave velocity) were noninvasively measured. The Borg scale rate of perceived exertion (RPE) was also assessed. Following a VR-guided exercise routine, all participants performed moderate-intensity exercise with no adverse health outcomes during or after the exercise. The effects of VR-based aerobic exercise extended beyond enhanced central hemodynamic and arterial stiffness. However, neither hemodynamic nor arterial stiffness showed significant differences before and after the VR exercise, except for a higher RPE response following the exercise program. VR-based aerobic exercise with pulse rate monitoring is a promising physical activity tool to induce physiological changes and impact dyspnea scales and is also feasible for administration to healthy populations.

The Effectiveness Of Social Media As A Means Of Promotion In Berastagi International Hotel Sibayak

This study aims to determine the effectiveness of social media as a promotional tool for Hotel Sibayak Internasional Berastagi. This study uses a qualitative method with a descriptive approach to the data obtained in the study using primary data by conducting field observations, interviewing the Sales & Marketing team, and conducting documentation during the research. The results obtained from this study indicate the use of social media as a means of effective promotion. carried out by the Sales & Marketing team by providing digital product information in the form of product photos in the form of posters and videos These are used to reach potential customers.

Examining digital influencers’ impact on customer's hedonic motivation, utilitarian motivation and purchase intention

The purpose of this study is to investigate how external factors influence people's intentions to buy food online. A survey was conducted using an online form that was widely distributed to people who follow digital influencers on social media, have made online food purchases, and live in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, and Bekasi). The study was conducted to gather a more comprehensive view of consumer shopping behavior in Indonesia by combining trends, visual appeals, sales promotion, and information availability from digital influences in social media that impact customer motivation (hedonic and utilitarian) and customer purchase intention for food products online. The research results demonstrate a genuine relationship between digital influences and their impact on social networks as a new trend of the digital era. The study also proves that there is a positive relationship between the hedonistic motivation and the Utilitarian motivation on purchase intention. Moreover, the research shows that promotions carried out on different platforms from the sales platform can also have a significant impact on consumer motivation and purchasing intentions. Based on the research results, we recommend that food product sellers should consider using digital influences as promotional tools on social platforms. We recommend that future researchers investigate differences in shopping motivation based on different products or consumer market segments, especially in terms of external factors that trigger motivation to shop for food through digital activities.

Marketing technologies of promoting products on the internet

In the course of the present research the authors conducted a literary review of 16 scientific publications, including 2 textbooks, 2 monographs, 3 articles in international journals Scopus, 4 articles in journals recommended by CQASHE of MSHE of the RK, 5 articles in the database Google Scholar. As an analysis of the literature shows, the issues of tools and technologies for promotion in the Internet environment remain open and debatable. One of the most important digital solutions for product promotion are virtual exhibitions, which, however, have not been sufficiently studied and reflected in modern scientific literature on marketing. Therefore, virtual exhibitions are the subject of study in this paper. The purpose of the study is to develop practical recommendations for organizing and holding virtual exhibitions as an effective tool for the successful promotion of goods and services on the market. The main directions of the research are the study of world, Russian and domestic experience in carrying out online exhibition activities for its use in the activities of Kazakh enterprises. The idea of the study is to create a virtual platform in Kazakhstan to assist national firms in holding virtual exhibitions. The results of the study are that the authors have developed a model of marketing technologies for promoting products on the Internet, and offered practical recommendations for the creation and operation of a specialized exhibition company for organizing virtual exhibitions. Kazakh companies can use the authors’ recommendations for holding virtual exhibitions to successfully promote their products. In addition, the results of the study will be used to teach courses in «Digital Marketing» and «Marketing Communications».

Promoting Tourism via Instagram: A Study of Instagram Users and the Role of Tourism Companies in Pakistan

Tourism in Pakistan has come up against challenges in the past in line with negative sentiments and security apprehensions. But, the escalation of social media has opened up new openings for promoting tourism in the country. This study’s objective is to explore the role of Instagram users and tourism companies in promoting tourism in Pakistan through the platform. This study examined how Instagram users in Pakistan use the platform to learn about and plan travel, how their perceptions of tourism in Pakistan impact their engagement with tourism-related content on the platform, and the role of tourism companies in Pakistan in promoting their destinations on Instagram. A survey was conducted among 200 Instagram users in Pakistan. The findings of the study propose that Instagram users in Pakistan use the platform to satisfy their need for travel inspiration, information, and connection. They are more likely to engage with tourism-related content on Instagram if they have positive perceptions of tourism in Pakistan. Tourism companies in Pakistan can use Instagram to promote their destinations by creating high-quality content, using relevant hashtags, and engaging with users. The participants’ reliance on tourism in Pakistan had a great impact on their engagement with tourism-related content on Instagram. Participants who had a positive penetration of tourism in Pakistan were more likely to follow tourism accounts (70.4%), like tourism-related posts (90%), and comment on tourism-related posts (87%). The findings of this study suggest that Instagram is a treasure tool for tourism promotion in Pakistan. Tourism companies in Pakistan can use Instagram to reach a large audience of potential travelers, build relationships with these travelers, and encourage them to visit Pakistan.

Promoting the Hidden Paradise of Likupang through Digital Marketing

Likupang is located on the northern coast of North Sulawesi and has been designated as a super-priority tourist destination. It is surrounded by clear waters, white sandy beaches, green hills, and consists of several small islands. The development of the tourism sector in Likupang increases the region's revenue generated from tourist visits. However, the number of tourists visiting North Sulawesi decreased dramatically during the period of the Covid-19 outbreak, and slightly increased in the transition period, still far below the outbreak. The use of digital marketing communication can be maximized as an effective promotional tool to reach a wider audience. The purpose of this study is to describe the use of digital marketing communication to build destination image in order to attract tourists to visit Likupang. The method used is qualitative research with data collection techniques through observations, documentation study, and interviews with several informants including local government officials, the private sector, as well as tourists. The research results show that the use of digital marketing communication, especially through social media platforms such as Instagram and YouTube, plays a significant role in promoting Likupang. However, the official tourism department websites of the government provide very limited information about the tourism sector. In addition, visual content, particularly photo and video posts, can enhance the attractiveness of the destination and build destination image by featuring the beauty and uniqueness of the coastal scenery, islands, hills, and tourist activities, which become strong attractions for tourists visiting Likupang.