Senior Marketing Research Articles

STRATEGI PENGELOLAAN FACEBOOK ANTVLOVERS DALAM MEMBANGUN AUDIENCE ENGAGEMENT

The phenomenon to be discussed in this research is social media with various features allowed audiences from a television program to contribute to promote and stimulate the television program growth in a certain television station. ANTV as one of the private television stations in Indonesia is to take advantage of it to build engagement with audiences that become the social media users, with ANTVLovers that become the official Facebook account for uploading their content from the on-air program. Seeing the trend of using social media and started to have a big role in the television industry, the writer aims to find out what is the strategy to develop ANTVLovers Facebook account to build audience engagement. The concept that uses in this research is how to build engagement with social media stated by Dave Evans. The paradigm that will use in this research is constructivist by using a descriptive qualitative approach. The method in this research is a study case with the source of data from the key informan is Social Media Creative, the primary informan is Senior Marketing Communication Manager ANTV, the supportive informan is Staff Creative ANTV. This study uses the participative observation, in-depth interview, and documentation study for the data collection technique. The conclusion from this research is the result of using the strategy to develop ANTVLovers Facebook account to build audience engagement rated as a successful strategy because we could see the performance during the period May 1, 2019, until February 4, 2020.Keywords: Strategy, Social Media, Audience Engagement

Cognitive Age and Consumption Pattern among Aging Population - Moderating Impact of Self Confidence and Social Involvement

Pakistan has become one of the exciting markets for marketers due to the paradigm shift of the market, reduced regulation, and privatization of several enterprises. Despite several research studies on consumer behaviors, few researchers have studied the change in elderly consumers' choices and their behavior in the rapidly changing market. Therefore, this research investigates the influence of cognitive age on loyalty proneness, status consumption, and materialism level for Pakistani elders. It evaluates if social involvement and self-confidence can moderate these relationships. Elderly consumers residing in Karachi were the target population for carrying out data collection. The complete data collection process took 25 days, with completion of 710 questionnaires, out of which 676 were deemed reliable for this research study. The study results indicated that the Pakistani elderly with a younger cognitive age appear to be more materialistic and more driven to status consumption or vice versa. The results of the study did not indicate any significant relationship between loyalty proneness and cognitive age. The moderating influence of self-confidence for H1a (Materialism) and H3a (Loyalty to brand or product) in elderly consumers is significant.
 On the contrary, H2a (Status Consumption) was rejected, as self-confidence does not act as a moderator. For the hypotheses H1b Materialism), H2b (Status Consumption), and H3b (Social Involvement with Loyalty to brand or product), the moderating influence produced by social involvement in the case of senior consumers are found to be significant. This research has provided a more significant contribution to ever-needed research in the Pakistani market, considering its market size and significance. This research will be a better contribution to the present literature. It can be useful to marketers as it provides valuable insights related to the seniors' consumption experience in the Pakistani market.
 Keywords: Cognitive Age, Materialism, Loyalty Proneness, Elderly, Consumers, Senior Market

Big data and firm performance: The roles of market-directed capabilities and business strategy

Despite being the object of much interest, deep insights regarding why and when investments in big data resources enhance firm performance are lacking in the literature. Building on the resource-based view (RBV) and data provided by 301 senior marketing managers, this study reveals that big data resources primarily improve firm performance by enhancing the market-directed capabilities of the firm. In addition, the data indicate that firms pursuing a differentiation rather than cost-leadership strategy gain most from big data resource investments and that such resources account for 13 % of the variance in the performance of firms pursuing a differentiation strategy.

Feeding Abandoned Animals in the Pandemic

Research Article| August 01 2020 Feeding Abandoned Animals in the Pandemic Aditya Kiran Nag Aditya Kiran Nag Aditya Kiran Nag is a photographer, social media consultant, and promoter of international trade and cooperation between Argentina and the Indian state of Odisha. He also advocates in the areas of climate change and liberal political reform in India. He is currently employed as Senior Marketing Executive in an educational organization in Bhubaneswar. Search for other works by this author on: This Site PubMed Google Scholar Gastronomica (2020) 20 (3): 66–67. https://doi.org/10.1525/gfc.2020.20.3.66 Views Icon Views Article contents Figures & tables Video Audio Supplementary Data Peer Review Share Icon Share Facebook Twitter LinkedIn MailTo Tools Icon Tools Get Permissions Cite Icon Cite Search Site Citation Aditya Kiran Nag; Feeding Abandoned Animals in the Pandemic. Gastronomica 1 August 2020; 20 (3): 66–67. doi: https://doi.org/10.1525/gfc.2020.20.3.66 Download citation file: Ris (Zotero) Reference Manager EasyBib Bookends Mendeley Papers EndNote RefWorks BibTex toolbar search Search Dropdown Menu toolbar search search input Search input auto suggest filter your search All ContentGastronomica Search This content is only available via PDF. © 2020 by the Regents of the University of California. All rights reserved. Please direct all requests for permission to photocopy or reproduce article content through the University of California Press's Reprints and Permissions web page, https://www.ucpress.edu/journals/reprints-permissions.2020The Regents of the University of California Article PDF first page preview Close Modal You do not currently have access to this content.

Independent financial adviser (IFA)-based brand equity pyramid

This paper aims to evaluate the applicability of the existing brand equity pyramid models in the context of independent financial advisers (IFAs) in the UK financial services sector. Nine in-depth interviews with IFAs and nine in-depth corroboration interviews with senior marketing managers and employees in one of the UK’s largest financial services providers were undertaken for the purpose of the study. The findings indicate that when applied in the context of IFAs, the existing brand equity pyramid models require modification. These findings lead to the development of an IFA-based brand equity pyramid. The new model can provide insight for financial services marketing academics and practitioners on how IFAs perceive and evaluate financial services brands to be recommended to their customers. Our findings will help financial services providers to develop strong brands in the mind of IFAs.

Pengaturan Investasi Dalam Pengembangan Perdagangan Jasa Pariwisata Usia Lanjut

Age rating is diverse, retirement market or seniors market is important because of the large group market and its potential to growth. Retirement travelers is stable in terms of financial reserves, so they tend to be free of economic pressures. UU No. 10 of 2009 does not regulate tourism as a form of trade in services, because not all activities related to tourism is tourism. Only a sightseeing trip with all aspects of the supply of certain services in it. Certain services in question are transport services, accommodation, catering services, information services, services of travel documents, schedule maintenance services and travel destinations, financial services, services, attractions, and other specific services are an aspect of tourism. The supply of tourism services for elderly travelers is already there and walked in Indonesia. However, processes and systems that are used at this time has not been able to maximize the utilization of tourist markets such great longevity. Tourism policies imposed against the retirement is still general and relies on tourism policy that applies to the travel, hospitality, catering services, and so forth, so that less attention to the special nature and special needs of the elderly tourism.Based on these descriptions, it is relevant to do with the problems of the scientific studies how trade investment arrangements retirement tourism services that are applicable today? and how construction investment arrangements in the development of trade in tourism for the retirement in accordance with the characteristics of the retirement rating? The problems that arise can be seen that this research is a type of normative legal research using the approach of legislation and approach to the concept.

CORONAVIRUS COVID-19 ROILS DISPLAY SUPPLY CHAIN.

CORONAVIRUS COVID-19 ROILS DISPLAY SUPPLY CHAIN.

Services Marketing and Medical Tourism: The Impact on Private Health Services in Bangkok

This is a research paper that is concentrated on assessing service marketing developments and medical tourism and its impacts on the of private hospital provision in Bangkok, in terms of rationale, application and engagement.An interpretive methodology was utilised in order to help understand the senior marketing management perceptions underpinning hospital services marketing developments directed towards medical tourism. The scope for this research were private hospital on-site senior marketing teams. The population of interest was made up of 14 senior marketers located at multiple-site main health services offices.The research outcomes consisted of three (3) Main Themes - Health Services Marketing Management, Health Services Unit Internal Management and Services Marketing Developments; ten (10) sub-themes; with 244 discussion targets.The paper addresses a number of raised issues and establishes outcomes and implications for managing medical tourism within the private hospital sector in Bangkok.Very little research has been conducted in this area in Bangkok and the paper addresses health service issues/reactions to Medical Tourism as being unclear, tentative and requiring more effective and robust services marketing developments.

REPRESENTATIONS OF OLD AGE IN THE CONSUMER ELECTRONICS WORLD

This paper examines representations of old age at the Consumer Electronics Show 2019, identifying how explicit product discourses identify later life with Fourth Age dependency, fragility, decline, and care, as is the case with the home and companion-robot industry. While designers take a Fourth Age approach to the ‘senior market’, they liken their products with those for children, as both old and young are stereotyped as requiring surveillance based on their assumed weaknesses. Thus the technological depictions of old age neglect the diversities of older populations and reinforce dominant ageist and homogenizing narratives about older life as disempowering, passive, and digitally divided. Conclusions question why technological design aimed at helping older individuals are uninformed and misconceived about the realities of later life and what recommendations may be offered to resolve this resulting ageism.

SMART LIFE, FITNESS, WELLNESS, AND THE PROMISE OF DIGITAL HEALTH TECHNOLOGIES FOR OLDER PEOPLE

Based on the author’s ethnographic observation and collection of product media kits, videos, and photographs from the Consumer Electronics Show 2019, this paper critiques the ways in which positive lifestyle concepts such as ‘smart life’, ‘fitness’ and ‘wellness’ are designed within products aimed at senior marketing to shape the older consumers as composites of health problems open to technological intervention. However helpful sensor clothing, home surveillance cameras, self-tracking appliances, robotic companions, or digital mobility devices may be, they are also opportunities to capitalize on shared personal data and subscription-based monitoring services. Discussion links these concepts to wider concerns about algorithimic standardization of health risks for older people, healthcare austerity programs, and social inequalities based on technical markers of successful aging and privileged life-course trajectories

TECHNOLOGY AND AGING FUTURES: DISCOVERING THE CONSUMER ELECTRONICS SHOW (CES) 2019

The growing field of technology and aging or gerontechnology has largely been considered from a health perspective on technological intervention to ameliorate conditions of isolation, disconnection, inactivity, and loneliness, as well as provide efficient alert systems, transportation coordination, and emergency services. Contesting the image of a ‘digital divide’ separating younger from older generations, the recreational industry has also produced a seniors market of technological games, toys, apps, exercises, and social media. The four papers in this symposium, however, are individual critical reflections by a group of social scientists who visited the Consumer Electronics Show (CES) in January 2019 (Las Vegas) as part of an ethnographic project about the politics of the technical turn in gerontological studies. In particular, the authors gathered evidence from the CES to support their interests in four trends: a) The collecting, aggregating, and sharing of personal data by home surveillance, artificial intelligence monitoring, and self-tracking systems for commercial, insurance and work-place purposes, b) The popularization of healthy lifestyles based on technical and exclusionary models of ‘smart’, ‘fit’, and ‘optimal’ standards, c) The technical rhetoric that infuses designs for efficiency, speed, and convenience with anti-aging and ageist ideologies, d) The challenges to older people to manage their lives against the health risks, interventions, and expectations posed by technology-driven austerity programs. The papers have in common their creative interpretations of CES materials and shared concern about the many older groups whose insufficient access, skill, and resources will deny them participation in the technological imaginary of aging futures.

On the performance of a stepping-stone market

To fill the equity gap, several international bodies suggest developing stepping-stone markets. These stock markets aim to nurture the most profitable emerging firms until they get large enough to move to the main markets. This paper investigates the extent that a stepping-stone market can indeed feed a main board with good quality firms. We analyze 209 graduations from the Canadian stepping-stone market benchmarked with 191 initial public offerings (IPOs) on the main Canadian board from 1997 to 2015. Three years before entering the main board, future graduates are significantly less mature than future IPO firms, but ultimately there are as many graduations as IPOs on the main board. There is no significant difference between the quality of graduates and IPOs: investors similarly appraise both categories of firms, which exhibit similar post-listing long-run performance. In Canada, the stepping-stone market thus seems a valuable financing strategy for growth-oriented ventures, apparently fulfilling its role of fostering the development of innovative firms and feeding the senior market.

Winning CSR strategies for the talent war

PurposeThe authors analyze the relationship between perceptions of corporate social responsibility (CSR) activity bundles and prospective employees’ work values to assess how CSR strategies contribute to new staff recruiting strategies.Design/methodology/approachBuilding on personal and organizational value fit theory, the authors propose a positive correlation between facets of work values and particular CSR activities. We use work values, as they reflect personal values, and CSR activities to reflect organizational value. We test this relationship using a sample of senior marketing and international business majors.FindingsThe authors found that the relationships are threefold: all negative, all positive and selectively positive. Some viewed CSR as irrelevant to their choice of employer – those who focused on security and pride, with low degrees of other work values, and those who were concerned with growth and knowledge utilization. People who seek security and meaningful jobs hold preferable attitudes toward CSR, regardless of the areas of CSR. Selectively positive relationship between work values and CSR bundles was founded in those who seek meaningful jobs and the workplaces for which they feel proud to work.Practical implicationsThis paper contributes to better understanding of the influence of CSR on prospective employees over preferences for companies as ideal employers. CSR matters, but not to everyone. Those who perceive that CSR matters are more active regarding work. This study links two topics – personal values through work values, and organizational values through CSR – opening a new area for investigating the effects of CSR on human resource management (HRM).Originality/valueThis study identifies why CSR is attractive to potential employees by using person-value and organizational-value fit theory to elaborate on a company’s social performance through CSR perceptions. No study links these two topics, which examine the same results. Research suggests that fit between personal and organizational values leads to job satisfaction, and thus a tendency to select a specific employer. CSR literature suggests that a company’s reputation gained by engaging in CSR attracts talent. By classifying talent according to work values and mapping them with CSR bundles, the authors argue that there is relationship between types of talent and CSR bundles.

Co-Creating with Intermediaries: Understanding Their Power and Interest

ABSTRACTPurpose: This paper aims to explore the power and interest of independent intermediaries in co-creation activities. More specifically, the study investigates the role of independent financial advisers (IFAs) in co-creation activities and identifies how their power and interest can be used to determine their level of involvement in co-creating innovation of new products and services in the financial services sector.Methodology/Approach: A case study research method was employed for this study. The case study focuses on Provider XYZ, one of the largest UK-based financial services institutions. The sources of data used for the research were Provider XYZ’s market research reports aimed at customers and IFAs, interviews with nine of Provider XYZ’s Senior Marketing Managers and employees, interviews with nine IFAs who conducted business with Provider XYZ, and a discussion with nine of Provider XYZ’s customers who have a relationship with an IFA.Findings: The findings of this study identify that independent intermediaries, such as IFAs, have a significant influence on the end customers’ view on financial services brands and they partially construct the provider’s brand value which is perceived and received by the end customers. Based on the power and interest of IFAs in the potential innovation propositions, IFAs can be classified into four categories: Recipient (Segment A), Consultant (Segment B), Guardian (Segment C) and Co-creator (Segment D).Implications: The findings of the study provide evidence for both academics and practitioners that not all stakeholders can be involved in co-creation activities. To ensure the effectiveness of co-creation activities, it is important to assess the level of stakeholders’ power, which indicates the strength of relationship and influence on providers, and their interest in co-creation activities. The co-creator power/interest matrix proposed in this paper can be used to identify viable co-creating partners in an organization’s relationship network.Originality: This study contributes to the existing literature by proposing a co-creator power/interest matrix, which can be used to determine the level involvement of intermediaries and other stakeholders’ in co-creating innovation.

Senior Foodies:A developing niche market in gastronomic tourism

The world's population is ageing. Because of these global demographic changes it has resulted in the increased participation of older (or senior) adults in tourism and leisure activities and has prompted governments and tourism providers in many developed regions of the world to identify senior travellers as a priority market. An increasingly healthy senior market segment now has the time and purchasing power to travel more frequently, because many want to seek out and experience new and often exotic destinations in their desire to enjoy a healthy and active lifestyle. This has helped to create an emerging special interest or niche market that has been termed culinary or gastronomic tourism. The relationship between food and tourism has always been an increasingly important segment in the real worlds of hospitality, destination marketing, and tourism development. However, only recently we have seen the acceptance of the growth in interest in gastronomic tourism as an academic field of study. However at the same time, there has been little research that has been carried out on the socio-demographics of this niche market, and in particular, older gastronomic tourists. In other words, researchers have previously assumed that they all tourists experience gastronomic tourism in similar ways. As a result, little research has been found in the tourism literature, however there is some evidence to suggest that older gastronomic tourists are often very experienced travellers who have the time and money to seek out and experience foreign cultures through local food consumption that display different food preferences. On the other hand, other studies have noted diminished taste and olfactory sensitivity of older tourists, and a preference for familiar foods rather than trying out local cuisine so as to avoid any negative effects from change in diet or to control existing health problems. More research needs to be conducted to assist tourism providers and marketeers to better understand and promote the importance of the gastronomic consumption needs and expectations of the older market segment.

A proving ground for the senior market

Toromi could well be the next Japanese word, like sushi or tsunami, to migrate into the English language. It basically means smoothness. At a new lab that DuPont opened recently in Kawasaki, a subu...

Continuing and Emerging Trends of Senior Tourism: A Review of the Literature

The United Nations (2015) has recognised that the numbers of older people are growing rapidly, and has estimated that over two billion people will be aged 60 years and over by the year 2050, which will account for 22% (or one out of five) of the world’s population, compared to 10% in 2000. As a result of this population explosion it is anticipated that senior tourism will become an evolving and changing market segment. However, very little attention has been given in the literature to the impact of travel behaviour on the well-being of senior tourists and has received insufficient attention in the ageing research agenda. This has resulted in many travel businesses operating with a lack of understanding of the characteristics and concerns of senior travellers, and the different ways that they consume tourism. This article provides an analysis of the literature on the socio-demographics of seniors and their increased desire to participate in new and different tourism experiences; discusses different trends in their leisure behaviour, and draws implications for tourism providers. The literature presented in this review was identified through multiple sources including the use of a range of tourism databases and tracking citations from the research literature. This review has a twofold aim: to provide a deeper understanding of the senior market segment in regard to their expectations, needs and wants when travelling; and an examination of the benefits obtained from leisure travelling which has been linked to concepts such as active ageing and wellbeing. Findings generated by this approach will help create innovative ways for tourism providers to address some of the future trends identified in the research literature.

THE CONSUMPTIONAL DIMENSION OF AGEING IN SOCIETY

The aim of the article: The aim of this article is to present the impact of demographic change (with special regard to the ageing of the population) in Poland and its influence on buying decisions and market demand.Main conclusions: The assessment of seniors with regard to their attractiveness as new consumers, often leads to the foregone conclusion about their low purchase probabilities. However, during the analysis of the seniors' buying behaviour, it should be taken into consideration that they constitute the diverse market segment in terms of their income, lifestyle, preferences and needs. What follows, the consumptional dimension of ageing in society should be carefully analysed by enterprises. Despite the fact that the general perception of the senior market is constantly improving, there are still the enterprises that seem to tend to underestimate the mature consumer.Practical and social implications: In future, the research should focus on the analysis of income and expenses for each particular type of product. It is essential to determine the level and the direction of expenses including the expenditures on services. It will help to identify the typical consumer behaviour of older people and to follow the evolving trend in the product and service sector of the senior market.The article's category: A theoretical overview.

Customer-Based Brand Equity of Star Hotels in Nepal

This study examines the customer based brand equity of star hotels in Nepal. The concept of the customer-based brand equity of star hotels in Nepal is a new concept, and to address the gap the current research was conducted. Moreover, it also examines the level of impact of the independent variables: brand awareness, brand loyalty, brand image and perceived quality on the dependent variable: customer-based brand equity. The research was conducted using a mixed method utilizing both quantitative and qualitative method. While for the quantitative method a sample of 380 customers from four different star categorized hotels was taken from Kathmandu, Nepal. The convenient sampling method was used for the study. The qualitative method sample included the 4 senior marketing managers of those 4 conveniently selected star-rated hotels and the thematic analysis was done . The five-point Likert scale questionnaires and the semi-structured interview were conducted for data collection, the collected data were analyzed using correlation and regression analysis apart from the thematic analysis.

Selfie appropriation by young British South Asian adults

PurposeThe purpose of this paper is to examine how young British South Asian adults’ dual cultural identity is exhibited and reaffirmed through the appropriation of selfies.Design/methodology/approachThe research adopts a qualitative perspective and utilises a combination of in-depth interviews and netnographic data.FindingsThe appropriation of the selfie phenomenon by young British South Asian adults reifies, endorses and reinforces their dual cultural identity. As such, their dual cultural identity is influenced by four factors: consonance between host and ancestral cultures, situational constraints, contextual requirements and convenience.Research limitations/implicationsIn terms of the selfie phenomenon, the study makes two major contributions: first, it analyses young British South Asian adults’ cultural dualism. Second, it explicates how their acculturation and their dual cultural identity are expressed through the appropriation of the selfie phenomenon.Practical implicationsSince young British South Asians represent a significant, and distinct, market, organisations serving this market can marshal insights from this research. As such, managers who apprise themselves of the selfie phenomenon of this group are better placed to meet their consumer needs. Account, therefore, should be taken of their twofold cultural identity and dual British/Asian identification. In particular, consideration should be given to their distinct and demonstrable traits apropos religiosity and social, communal, and familial bonding. The characteristics were clearly evident via their interactions within social media. Consequently, senior marketing managers can utilise the aforementioned in positioning their organisations, their brands and their products and services.Originality/valueThe study details a new quadripartite framework for analysing young British South Asian adults’ acculturation that leads to the formation of their dual cultural identity and presents a dynamic model that explicates how cultural identity is expressed through the use and appropriation of technology.