Digital Marketing Research Articles

A Constructivist Approach to Integrating AI in Marketing Education: Bridging Theory and Practice

AI advancements in higher education have reshaped marketing education, posing challenges for educators in integrating AI into curricula. This integration is essential for aligning with industry advancements and fostering responsible AI utilization among students. The purpose of this study is to provide insights into how marketing educators can incorporate AI into their curriculum practices. Central to our inquiry is the application of constructivist learning principles in leveraging AI to foster a dynamic, engaging, and deeply impactful educational environment. This approach advocates for active student engagement and the development of learning through direct interaction with AI technologies, bridging the gap between theoretical knowledge and practical application. Employing a dual-strategy methodology, this research provides a case study on an undergraduate digital marketing course to highlight practical considerations for responsible and purposeful integration in the classroom. These insights inform practical implications for marketing educators and guide future research directions.

Innovative tools from WHO Europe to protect children from digital marketing of unhealthy products

Abstract Children in the WHO European Region are extensively exposed to marketing of unhealthy products, including tobacco, alcohol, HFSS foods, and gambling, which negatively influences their dietary choices, behaviors, and perceptions of a norm, threatening their health rights. Recognizing the urgency to protect children’s developmental potential and rights, WHO has actively addressed this issue both within Europe and globally. In 2010, WHO issued recommendations for Member States on marketing foods and beverages to children. Building on these efforts, the CLICK framework for monitoring digital marketing to children was introduced in 2018. In 2023, WHO released guidelines urging countries to adopt comprehensive, mandatory policies to protect children from HFSS food marketing. Despite political commitments and policies, children and adolescents continue to be exposed to unhealthy product marketing, increasing their risk of NCDs as online activity rises. At the same time, while efforts have focused on restricting specific products, rapid changes in digital marketing strategies necessitate broader measures. Emerging trends include promoting brand loyalty among young children through brand characters and logos. Tools and support are urgently needed to monitor and implement WHO recommendations in online settings, including brand marketing. Despite WHO recommendations, few countries have implemented mandatory policies. Reliable monitoring mechanisms are essential. To address this gap, the WHO Regional Office for Europe developed the KidAd platform to monitor children’s exposure to digital advertising.

Leveraging Behavioural Insights to Create Healthier Online Environment for Children

Abstract Issue/Problem The proliferation of digital marketing poses a significant threat to children’s health and well-being, necessitating innovative solutions grounded in cross-disciplinary systems approach. Description of the problem Children’s exposure to harmful digital marketing is pervasive, influencing their preferences, behaviours, and health outcomes. Traditional regulatory approaches often fall short in addressing the dynamic nature of online advertising, exacerbating the challenge. Without effective interventions, children remain vulnerable to the detrimental effects of marketing for unhealthy products and services, undermining public health efforts. Results Integrating behavioural sciences with public health suggests promising avenues for addressing the complexities of harmful digital marketing to children. The WHO KidAd app is a ground-breaking tool designed for objective monitoring of digital marketing. Coupled with evidence-based behavioural strategies such as nudges, choice architecture, and social norms, policymakers can influence decision-making in favour of healthier choices, thereby reducing the impact of harmful marketing. By understanding the decision-making processes and behavioural patterns involved, policymakers can design targeted interventions to mitigate exposure and protect children. Lessons Learned The application of behavioural sciences in public health policy-making yields valuable lessons. Firstly, personalized and contextually relevant interventions resonate more effectively with target audiences, enhancing their efficacy. Secondly, leveraging behavioural insights allows for the design of interventions that complement existing regulatory frameworks, filling gaps in enforcement and compliance. Thirdly, interdisciplinary collaboration between public health experts, policymakers, and behavioural scientists is essential for developing evidence-based strategies tailored to the digital landscape’s evolving challenges. [Grant: APVV-22-0587] Speakers/Panelists Amandine Garde Law & Non-Communicable Diseases Unit, Liverpool, UK

Analysis of the Use of Various Languages in Msme Digital Marketing on Instagram: Case Study of Pukis Kota Baru

The rapid development of technology requires MSME Entrepreneurs to be more creative and innovative. Instagram is one of the Social Media that is widely used in promoting their products today. Like the @pukiskotabaru account which uses Instagram as a digital marketing tool. The purpose of this study is to determine the type of use of language varieties in video content on the @pukiskotabaru Instagram account and assess the effectiveness of the use of language varieties by the @pukiskotabaru Instagram account in attracting attention and influencing consumers. In this study, researchers used qualitative methods with data collection techniques then used content analysis techniques, where researchers collected several video content to find several interesting posts or videos in the process of digital marketing of their products. The results of this study indicate that the use of language varieties in the video content of the @pukiskotabaru Instagram account consists of spoken language varieties, written language varieties, and nonstandard language varieties, the use of persuasive written language varieties and strong visuals to attract consumer interest and the use of these language varieties has proven to be quite effective in attracting attention and influencing consumers.

3.G. Scientific session: Making WHO European Region the Healthiest Online Environment for children: Restrict harmful marketing

Abstract Children spend a significant amount of their time daily on digital devices using online services. While this can bring many advantages and benefits, it also entails dangers if not the online environment is not effectively regulated. Exposure to marketing of harmful products and services, particularly towards children, remains a pervasive challenge, despite the extensive evidence base documenting its negative impacts. This session will give an overview of integrating behavioural sciences with public health which suggested promising avenues for addressing the complexities of harmful digital marketing to children. Additionally, current tools developed by WHO Regional Office for Europe and Joint Actions, which Member States can use to address novel challenges like brand marketing will be presented. The tools help to map, monitor and regulate the digital marketing exposure of unhealthy foods and brands to children in their country. One focus will be on the need to objective monitoring of marketing exposure to inform policies and ensure that they are fit for purpose. This is particularly challenging, as traditional monitoring tools struggle to keep up with automated, targeted and personalized advertisements. Due to the complexity to successfully restrict marketing exposure to children, strong collaborations are needed. Collaborative efforts of the Joint Action PreventNCD and the WHO Europe will be presented. Specific goals set by the Joint Action, as well as the importance of a sustainable approach will be highlighted. A discussion on the way forward will focus on how tangible impact can be created in the WHO European Region. Key messages • Need for effective tools to address novel challenges and successfully monitor and regulate harmful marketing to children. • Need for integration of behavioural science and strong collaborations to create real impact.

Penerapan Model Rational Unified Process (RUP) Dalam Membangun Aplikasi Promosi dan Penjualan Berbasis Web (Studi Kasus: Toko Mie Ayam “Neng Kene Kiyeh”)

This research discusses the application of the Rational Unified Process (RUP) Model in thedevelopment of web-based promotion and sales applications, with a case study at the Chicken Noodle Shop“Neng Kene Kiyeh”. The purpose of this research is to design and implement applications that can increasethe efficiency of promotion and sales of chicken noodle products through digital platforms. The RUPmethod was chosen because of its iterative approach and focus on user needs, allowing for more structuredand controlled software development. The RUP model consists of four main phases: inception, elaboration,construction, and transition. In the inception phase, a needs identification and feasibility study are conductedto ensure that the application to be developed matches the business needs of the store. The elaboration phaseinvolves more in-depth analysis and system design, including use case modeling, risk analysis, andapplication architecture design. In the construction phase, application development is carried out with aniterative approach, allowing for improvements and adjustments based on user feedback. The transitionphase involves application testing and end-user training, as well as full system implementation. The result ofthis research is a web application that has main features such as product catalog, online ordering system, inventory management, and integrated digital promotion. The implementation of this application is expectedto increase the visibility of Chicken Noodle Shop “Neng Kene Kiyeh” in the digital market, simplify theordering process for customers, and increase sales. The trial shows that this application can function asexpected, and provides significant benefits in the store's operational processes. The conclusion of thisresearch is that the application of the RUP model can be an effective approach in building web-basedpromotional and sales applications, with a focus on meeting user needs and improving businessperformance.

Sustainable Marketing Communication in the Digital Age of Advert Blocking: Implications for Telecommunication Service Providers in Nigeria

The advent of digital technologies has revolutionised marketing communication, offering unprecedented opportunities for brands to engage with their target audience. As consumers increasingly seek to control their online experiences and mitigate interruptions, the adoption of advert-blocking techniques has surged, posing significant challenges for organisations, thereby inhibiting their sustainable marketing communication plans. This paper explores the implications of advert blocking on sustainable marketing communication practices. It examines the factors driving the adoption of ad-blocking and the strategies organisations can employ to navigate this phenomenon for marketing communication sustainability. Anchored on the Selectivity Factor and the Uses and Gratification theories, the study deployed a mixed-method approach, incorporating qualitative analysis of service providers and consumer perceptions as well as quantitative data on advert-blocking trends from a sample size of 163 internet users in Southwest, Nigeria. Findings reveal the pervasive nature of intrusive advertising practices and the growing apprehensions surrounding privacy and data security, driving the widespread adoption of advert blocking. Moreover, analysis indicates a correlation between ad-blocking behaviour and heightened levels of brand scepticism and avoidance tendencies among consumers. Based on findings, organizations are advised to adopt sustainable brand communication strategies, Alternative approaches such as other below-the-line channels, native advertising, branded content, and influencer marketing emerge as promising avenues for engaging audiences while circumventing advert-blocking barriers. The research work accentuates the necessity of adjusting marketing communication strategies to align with evolving target audiences’ preferences, thereby promoting sustainability in the digital era's marketing landscape.

Digital strategies of public youth mental health services to raise awareness of their existence

Abstract Background Data from a survey of the first part of the eHealthLit4teen Project show that adolescents in the city of Barcelona (12-16 years old) are not aware of the public youth mental health services (YMHS) available in the city. Considering the intensive use that young people make of digital platforms, YMHS might leverage these channels to raise young people’s awareness of available resources, which would impact on the help-seeking behaviours. The aim of this work is to analyse the social media strategies for the dissemination of public YMHS and emotional well-being services (promoted by the city council and the regional government) in Barcelona. Methods Identification of public YMHS and emotional wellbeing services, and interview on the use of social networks for dissemination with those responsible for the services and communication (March-April 2024). Analysis of the use of persuasive design and behavioural design techniques by the social media profiles of these services and, by way of contrast, the influencers who publish mental health content identified by the adolescents in the previous survey of the Project (March 2023). Results Public YMHS mainly rely on outreach through face-to-face visits to high schools. This format makes it easier for reluctant young people to access formal support, but more difficult for them to seek support because of stigma. In general, public YMHS do not show a clear strategy to disseminate their service on social media, and the information provided confusion between the characteristics of the services offered. Likewise, there is no widespread use of behavioural design or persuasive design techniques in the publications of health services on social media, nor in those of influencers. Conclusions Public YMHS do not make efficient use of the digital platforms that young people use intensively to raise awareness of their existence and increase usage. Key messages • There is no clear digital strategy for communicating public youth mental health services (YMHS), although they recognise that digital platforms can be a good means of dissemination. • YMHS need to be accessible on digital platforms to young people’s adults of reference (especially for younger teens), as they are the ones who seek out online the existence of this type of services.

Beyond the like button: how european public health institutions use social media in 2024?

Abstract Background In 2024, 62% of world’s population actively use social media (SM), with people aged 16 to 64 spending an average of 2 hours and 23 minutes daily across 6,7 SM platforms - most people use Facebook but spend more time on TikTok. While these platforms are essential for disseminating public health information, this study aims to explore their use by public health institutions in European countries. Methods We analysed the SM engagement of 32 health institutions recognized by ECDC across 29 European countries. Data collected focused on Facebook, Instagram, X, LinkedIn, TikTok, and YouTube, including SM presence on official websites, number of followers, and posts from January to March 2024. Additional data included followers per 100.000 residents, with population statistics from Worldometer and SM usage from DataReportal. Results Most institutions (30) are active on SM, particularly on Facebook (28), X (23), Instagram (22), YouTube (22), and LinkedIn (21). Spain and Slovenia’s institutions are active on all analysed platforms, while only four institutions are on TikTok. The most used platforms were Facebook and X, with averages of 59,7 and 58,1 publications, respectively. There are disparities in engagement across platforms, with Facebook having the highest average followers (177.241) and TikTok the lowest (1.961) among all platforms. Notably, the most followed platform within ten institutions did not match country’s most popular platform, indicating a misalignment in SM platforms’ strategy. There was an average of 2.756 followers per 100.000 residents among analysed countries. Conclusions Public health institutions in Europe are actively using SM platforms to disseminate health information, mainly Facebook, X, LinkedIn, and Instagram. Despite high engagement on Facebook and X, there is a need for strategic alignment with audience’s preferences, particularly in underutilized platforms like TikTok, to optimize the effectiveness of public health communication. Key messages • The majority of European public health institutions actively use social media, with Facebook leading; however, newer platforms like TikTok are underutilized. • There is a need for public health institutions to realign their social media strategies to better match the platforms preferred by their audiences to maximize the effectiveness of their communication.

Strategi Pemasaran UMKM di Era Digital: Studi Kasus Gamis Hijab Terbaru Riskirich Menggunakan Aplikasi TikTok Shop

This article discusses the digital marketing strategy used by Riskirich, an MSME operating in the Muslim fashion industry, especially robes and hijabs. The main focus of this research is the use of TikTok Shop as the main marketing and sales platform. This study aims to analyze the effectiveness of TikTok Shop in increasing brand recognition and product sales, as well as identifying the challenges and opportunities faced by Riskirich's newest hijab gamis in developing its digital marketing strategy. MSMEs in Indonesia face many challenges in marketing the products they sell, due to the COVID pandemic – 19 which occurred in 2019 to 2021 changed everything to become completely digital, so that all MSMEs in Indonesia inevitably had to market their products online. This research uses a qualitative approach with a case study method and data collection through interviews, observation and social media analysis. The research results show that using TikTok Shop significantly increases product visibility and interaction with customers, but there are challenges in terms of content management and adaptation to the platform's algorithms.

From mass marketing to personalized digital marketing in tourism: a 2050 horizon paper

Purpose The academic background of tourism marketing dates back to the 1960s. There had been a slight increase in its capacity until the early 1990s. However, since then, it has boomed, reaching thousands of scientific journal articles and tens of scientific books published only in English each year. Therefore, this study aims to present how tourism marketing has progressed academically within the past 60 years over four waves and how this progress may move forward as the next wave. Design/methodology/approach A bibliometric analysis grounds this study, which characterizes the past and present of tourism marketing research and anticipates the future. Content analysis, such as word clouds and social network analysis, was adopted to identify topic clusters and their connections. A total of 9,239 articles published between 1969 and 2024 were extracted from Scopus. Software packages such as VOSviewer were used to determine connections within topics. Findings The authors have assessed the findings broadly. Four waves were from the late 1960s to the first quarter of 2000. In spite of the limited size of papers at the early stage, the last wave saw a boom and a diversified number and category of subjects studied. In each wave, new subjects were added to broaden the picture. Research limitations/implications The discussion of findings is based only on those scientific papers published in English since 1969 but excludes the whole list of textbooks. Subsequent research should also consider all papers and textbooks released in different languages to have the broadest picture assessment worldwide. Practical implications The study conveys various suggestions for industry practitioners and policymakers to focus on carefully assessing trends in marketing tourism services and how these may be shaped shortly. This may help practitioners and policymakers redesign their services and marketing strategies in light of future developments. Originality/value This study continues a recent study published by Kozak (2023) that has been elaborated, particularly from the industry perspective. The current study examines the academic profile of all subjects investigated in the case of tourism marketing, but mainly in an academic sense. Accordingly, this paper outlines the facts and trends researchers may follow throughout the research frame published in the past six decades.

The Evolution of Real Estate: Digital Marketing's Influence

Digital marketing has become an essential trend for real estate firms in India, driven by improved network infrastructure and the widespread use of smart phones. This research examines the various digital marketing strategies employed by real estate companies and evaluates their effectiveness. With potential clients increasingly conducting their own research online, digital marketing has become a vital component of overall marketing efforts. Enhancing brand image and facilitating efficient customer communication are imperative for real estate organizations, and this requires fortifying their online presence on search engines, corporate websites, and social media platforms. Digital marketing, particularly through social media platforms, has a significant influence on the real estate industry, just like it does on many other sectors. In today's real estate marketing, websites, Face book, Integra, and YouTube have become indispensable resources. There is little study that focuses especially on social media management within India's real estate business, despite the fact that economic growth and population increase are the driving forces behind Indonesia's real estate market. Major segments in the real estate market include land, residential, commercial, and industrial properties, as well as real estate investment trusts, undeveloped land, and vacation homes. In the fiercely competitive real estate landscape, agents must do more than merely acquire a license—they need to embrace the digital innovations reshaping property transactions. Integrating digital marketing fully into real estate services is imperative. To meet the increasing demand for sustainability, real estate firms must develop digital expertise and skills to deliver impactful and efficient digital marketing solutions.

Impact of digital marketing development on entrepreneurship

The article the influence of digital marketing on modern entrepreneurship and the restructuring of business models. It highlights how the rise of the Internet and social media has empowered consumers, prompting firms to rethink their marketing approaches. While much research focuses on the consumer perspective, this study takes the firm's viewpoint, examining how companies can leverage digital marketing and social media for growth. The second generation of Internet tools enables companies to communicate innovatively and co-create with customers. Firms' involvement in digital marketing is shaped by perceived benefits, and the study emphasizes the importance of relationship-driven customer interactions to enhance engagement. The article also provides examples of firms already adapting to this shift.

Video Generative AI in Digital Marketing: A SWOT Analysis on E-Commerce

Artificial Intelligence (AI) is reshaping the way various business processes are performed, most rapidly in digital marketing, due to its advanced computational capabilities. ECommerce companies are in advantageous position to adopt and reap the benefits of AI for many reasons including the readily available computational infrastructure and big data related to their users and processes. Meanwhile, big tech companies and startups are competing to create and improve generative AI models, that create high-definition videos based on inputs in the form of text, image or videos. The current research specifically aims to analyse the video outputs of various video generating AI models available for digital marketing purposes in ecommerce businesses and to rationally analyse how those video generative AI models benefit or affect e-commerce companies. To meet the research objectives, mixed methodologies of experimentation and content analysis were deployed. It was observed that the video outputs from the tested models were not yet suitable for digital marketing and appeared underdeveloped. Additionally, the SWOT analysis revealed advantages like low costs, alongside concerns such as intellectual property issues.

Digital-Based MSME Program Marketing Communication Adaptation

This study analyzes the digital marketing adaptation of SMEs through social media, with a focus on strategies, impacts, and direct interactions with consumers. Qualitative descriptive research method was employed to gather data from relevant journals. The findings indicate that digital marketing enables SMEs to expand market reach and strengthen relationships with consumers through two-way interaction. Relevant and creative content strategies were found to be crucial in standing out in the information-dense online environment. Positive impacts on SME product sales were also observed, particularly through social media platforms such as Instagram and TikTok.Direct interaction with consumers via social media platforms strengthens relationships and allows brands to listen to consumer feedback directly. In conclusion, digital marketing adaptation through social media is essential in developing SME products and expanding their market share.

Factors Influencing the Career Advancement of Malaysian Women Homepreneurs on the TikTok Platform

Entrepreneurship significantly contributes to economic growth, with recent studies highlighting the rise of female entrepreneurs who challenge traditional business roles by becoming "homepreneurs." The current research focuses on Malaysian women homepreneurs using TikTok, a platform that has transformed from entertainment to a vital business tool, facilitating unique career advancement opportunities. This study aims to explore the impact of digital marketing skills, product quality, customer engagement, and understanding of TikTok's algorithm on the career advancement of Malaysian women homepreneurs. In the quantitative study focusing on the career advancement of Malaysian women homepreneurs using TikTok, the methodology incorporated structured questionnaires to assess the relationships between key variables. The data was collected from 400 participants via Google Forms, leveraging a purposive sampling technique to ensure a representative sample of women homepreneurs active on TikTok. The statistical analysis revealed that while digital marketing skills and customer engagement did not significantly impact career advancement on TikTok, a thorough understanding of the platform's algorithm was strongly associated with career progression. Conversely, the results indicate that product quality was negatively significant in driving career advancement for Malaysian women homepreneurs on TikTok. This study highlights the need for targeted strategies focusing on product excellence and deep comprehension of platform algorithms to effectively leverage TikTok for career development.

Digital Marketing Optimization Based on 9 Core of Marketing Strategies to Support Go-Digital Herbal MSMEs and Export Markets in Utilizing the Potential of the Madiun Regency Region

Herbal Academy Group Indonesia, an MSME in Madiun, has proliferated since 2014 with herbal products that are beneficial for health. After BPOM tests and halal certification, they faced marketing and export challenges. The author proposes digital marketing optimization to increase market reach and export readiness, involving students in this activity as part of community service. This service aims to evaluate essential aspects in the digital marketing of herbal MSMEs in Madiun, including product quality, packaging, branding, and SEO, to support go-digital and export market expansion. The results of the assessment show that several areas need improvement. Solutions include digital marketing assistance and export certification to optimize global market potential. Implementing the service involves eight months of technical assistance in digital marketing and export. This service involves three stages of validation tests: material, media, and platform. The validation of the material showed an excellent assessment with an average of 84.33%, indicating that the material was relevant and precise. Media tests were also positive, scoring the highest strategy suitability and content authenticity scores. The platform's validation received excellent ratings in all aspects, including appearance, features, and regulatory compliance, with an average of 93.33%, indicating the platform's effectiveness in supporting Herbal MSMEs in Madiun. The application of technology and innovation for Herbal MSMEs in Madiun Regency. It covers digital marketing, SEO, e-commerce, and export technologies, including SCM tools and international databases.

To analyse the impact of public relations strategies on the contribution of goals and initiatives of vision 2030

Background: This study aims to analyse the impact of public relations strategies on the promotion of Vision 2030 initiatives. Public relations, including media relations, crisis communication, and stakeholder engagement, are essential tools for shaping public perception and supporting national development plans. Method: A quantitative research approach is adopted for the study while the data collection technique employed is the structured questionnaires administered on a sample of 100 respondents. Descriptive analysis and correlation is done using statistical software known as SPSS in ascertaining the relationship between the proposed public relation strategies and the perception of Vision 2030 among the public. Findings: The study affirmed that management’s strategies of public relation have positively impacted public awareness and support to Vision 2030. Media relations and social media management enhance public communication. The stakeholders’ engagement is central to Vision 2030 goals promotion and success achievement. Recommendations: Media and social media strategies should be enhanced with the material of which the content is oriented in accordance with the designated demographic segment. Frequent and regular communication to the stakeholders would ensure that the news about the new Vision 2030 initiatives spreads widely hence getting support from many people. Moreover, the enhancement of crisis communication plans and protocols contributes to the increase in the public’s confidence and backing especially in turbulent times.

Pharmaceutical Marketing Management in India

Background: In order to identify key tactics and their gaps, the researcher self- designed questionnaire responses from 80 respondents (who either work at managing level in a pharmaceutical company or own their own firm) on Google through convenience sampling across several areas in India. Additionally, the researcher solicited consumer input on marketing assistance, strategies, and tools. We are going to present research on how pharmaceutical firms' marketing tactics change over time as they transition from one to other. It will additionally shine light on the many marketing techniques and tools that pharmaceutical businesses use. Results: A comprehensive cohort comprising 160 patients satisfying the criteria was included in the study. The duration of the study was six months, and the data were collected from the Department of Nephrology of a Government Medical College. Businesses must use digital marketing, or digital devices for marketing (TAB), to improve efficient advertising after studying pharmaceutical marketing strategies and proposing various strategies for conversation. Digital platforms also play a significant role in facilitating effective feedback and surveys related to marketing strategies. For the healthcare sector to effectively communicate and implement strategies, medical representatives must rotate on a regular basis. The supply chain pricing strategy must also adapt to local requirements in order to enhance sales development. The pricing plan for the supply chain must be adjusted to the demands of the region in order to boost sales. In the pharmaceutical sector, developing new medicines and improving existing ones are necessary to boost sales and generate income. This study includes many details and outcomes that need to be analysed further to improve the current pharmaceutical scenario. Work must be done on quality, the use of advanced techniques, and the implementation of new schemes that benefit the MR team

FranchiseGlobal.com: Digital Media Strategy in the Development of Franchise Industry and Business Opportunities in Indonesia

The franchise and business opportunity industry in Indonesia has experienced significant growth, particularly with the emergence of digital media platforms that facilitate connections between franchisors and prospective franchisees. FranchiseGlobal.com stands as a key online media platform playing a pivotal role in this industry. This study aims to analyze the digital media strategies employed by FranchiseGlobal.com in advancing the franchise and business opportunity sector in Indonesia. The research adopts a descriptive analysis with a case study approach, focusing on FranchiseGlobal.com's business model, digital marketing strategies, and its role in supporting franchise expansion. The findings reveal that FranchiseGlobal.com has effectively utilized digital media to enhance franchise visibility through services such as advertising, content distribution, and online business matching. The study concludes that an effective digital strategy can significantly contribute to the growth of the franchise industry in Indonesia, particularly by leveraging online platforms that reach a broad and targeted audience.