Specific Marketing Strategies Research Articles

Exploring the Impact of Digital Marketing on Consumers Behavior

In the contemporary marketing landscape, digital technologies have transformed the way businesses interact with consumers. Digital marketing, characterized by the strategic use of electronic platforms to promote products and services, has emerged as a fundamental component of modern marketing strategies. This paper aims to explore the nuanced relationship between digital marketing strategies, particularly within the domain of social media marketing, and consumer purchase behavior. Drawing upon existing literature and empirical research findings, this study delves into seminal investigations that have shed light on the impact of digital marketing on consumer behavior. For instance, studies focusing on various industries have highlighted the significant role of social media marketing in influencing consumer purchase decisions, revealing positive correlations between social media marketing efforts and consumer behavior. Additionally, examinations of specific digital marketing strategies, such as search engine optimization and digital financial advertisements, have provided insights into their effectiveness in shaping consumer attitudes and purchase intentions. Against this backdrop, this paper contributes to the evolving discourse on digital marketing and consumer behavior by offering a comprehensive review of existing literature and empirical research methodologies. Through a detailed analysis of these studies, this paper aims to elucidate the mechanisms through which digital marketing initiatives impact consumer purchase behavior.

A Study on the Effect of the Quality of the Relationship between Nail Shop Workers and Consumers on the Balance of Work and Life: Focusing on the Mediating Effect of Burnout

This study attempted to look at the concept of the quality of relationships between beauty service providers and consumers at the service provider level, which was not noted in previous studies, and to examine the effect of the quality of relationships with consumers on their work-life balance. The main research results of this study according to the purpose and method of the study are summarized as follows. First, as a result of analyzing the effect of the quality factor of relationship with consumers perceived by nail shop workers on their job burnout level, trust and satisfaction among the detailed factors of the quality of relationship with each consumer had a statistically significant negative (-) effect on the job burnout of nail shop workers. Second, as a result of analyzing the effect of the quality factors of relationships with consumers perceived by nail shop workers on their work-life balance level, immersion, trust, and satisfaction among the detailed factors of the quality of relationships with each consumer had a statistically significant positive (+) effect on the work-life balance of nail shop workers. Finally, as a result of analyzing the mediating effect of job burnout in the relationship between the quality of relationships with consumers perceived by nail shop workers on their work-life balance level, job burnout had the effect of mediating relationship quality and work-life balance. The conclusion of this study based on these facts is a reminder of the need to pay attention to relationship marketing as a new human resource management method in the beauty service industry today. It is suggested that a more systematic qualitative analysis study is needed to establish a specific relationship marketing strategy to obtain the relational satisfaction, commitment, and trust that can be obtained from the relationship of workers with consumers.

전시회의 서비스품질 차원이 감정과 행동의도에 미치는 영향

Purpose - This study aims to analyze the impact of exhibition service quality (interaction, physical environment, outcomes) on the customer emotions and future behavioral intentions of participating companies in order to derive marketing implications. While previous research primarily focused on the perspective of exhibition attendees, this study emphasizes the importance of qualitative growth in MICE (Meetings, Incentives, Conferences, Exhibitions) services through a differentiated marketing strategy targeting participating companies. Specifically, it highlights the significance of the interaction with employees and the quality of outcomes obtained through exhibition participation in shaping customer emotions. Design/Methodology/Approach - This survey was collected from 281 participating companies in this study, and analysis was conducted based on the final 253 participating companies, excluding 28 participating companies that responded insincerely or did not respond. After coding the collected data, a structural equation model was analyzed using SPSS 27 and AMOS 22 programs. Findings - The results manifested in specific participation outcomes were found to influence consumer perceptual evaluations. Notably, by comparing the impact of regret, disappointment, and positive satisfaction on negative consumer behavior, attention is drawn to service quality factors influencing customer emotions. Research Implications - Through this, the study seeks to identify the key service quality elements and outcomes of customer emotions, prompting a discussion on the necessity of managing direct expressions of dissatisfaction, complaints, and negative word-of-mouth resulting from negative behavioral intentions.

The Influence of Environment-friendly Beauty Consumers’ Lifestyle on Environmental Awareness and Consumption Behavior: Focusing on Generation MZ

In this study, the influence of environment-friendly beauty consumers’ lifestyle on environmental awareness and consumption behavior was examined, and the examination was focused on Generation MZ. An online survey was conducted from July 27th 2023 to August 11th 2023 among 310 Generation-MZ consumers in their 20’s~40’s with environment-friendly beauty purchase experience. Based on the study results, it was confirmed that environment-friendly beauty consumers’ lifestyle had a statistically significant influence on environmental awareness and consumption behavior. Through this study, it was able to confirm that the lifestyle of Generation MZ serving as the main consumers in the current era and expressing their beliefs through consumption had a positive influence on environmental awareness and consumption behavior. Therefore, this study aims to contribute to not only developing environment-friendly beauty products, but also establishing differentiated marketing strategies, through providing baseline data to the environment-friendly beauty industry.

Impact of Destination Images and E-WOM on Urban Millenial Decision to Visit Tourism Potential City

Tourism potential in Serang City is almost eliminated and forgotten along with the city’s continuous expansion. The role of urban millennials in promoting tourism is now important. Therefore, researchers used urban millennials as respondents in this study. By using SEM analysis with the SmartPLS application, this research was conducted to determine destination image preferences from millennial tourists in Serang City and their influence on e-WOM and the decision to visit. The results indicated support for affective image, price image, and travel motivation positively influence e-WOM. However, e-WOM does not appear to have a significant positive influence on the decision to visit. Additionally, cognitive image is the only factor that positively influences the decision to visit directly. The proposed mediating role of e-WOM in the relationship between destination image with the decision to visit is not supported. The findings of this study offer important factors for the destination marketers, policymakers, and businesses of a potential tourism city, in this case Serang City, to consider when developing a specific marketing strategy for this market segment (urban millennials). In addition, the results of this study provide a better understanding of the urban millennial perspective on their decision to visit cities with tourism potential.

Online shopping behaviour in the Northern and Southern Great Plain Regions

The aim of our study is to reveal the attitude of consumers related to online shopping, the advantages and disadvantages of online purchasing, the regional characteristics of purchasing food online. The literature review was carried out by a comparative analysis of the publications of the factors influencing the purchase decision, the advantages and disadvantages of using online channels as a priority. The secondary research, in addition to the changes in global and then Hungarian online retail, the FMCG sector and customer behavior. Primary research the survey was conducted using a standardized, structured, online questionnaire with the participation of students from the University of Debrecen and the Sándor Wekerle College of Business. The socio-demographic characteristics of the respondents (623) were measured according to the defining characteristics of online shopping. The rate of online shopping by residents living in the Great Plains region is 6 percentage points lower than the national average, poor result in the online purchase of food. The advantages of online shopping, the importance of convenience and saving time is rated equally, while other factors, e.g. the assessment of home delivery was different. Diadvantages are the terms of payment and data security. The future intention to buy online is uncertain and they imagine it within limits, and the potential purchase can only be linked to durable foods. Region-specific and product-specific (food) analysis of online shopping. Attitudes towards online shopping, based on regional characteristics, justify the fact that it would be more appropriate for store chains to use a differentiated marketing strategy, which may primarily affect marketing communication and sales organization.

Systematic Review: Relationship between Hospital Marketing Mix and Patient Visits and Hospital Selection

This study aims to determine the relationship between hospital marketing mix, patient visits, and hospital selection. The study method uses the PRISMA method. Inclusion criteria were journals published from 2018 to 2022, focusing on marketing mix and hospitals. Journal searches were carried out using the keywords "Marketing Mix", "Hospital", and "Patient". Article searches were conducted in the Scopus, ScienceDirect, Proquest, Garuda, and Google Scholar databases. The research results found six articles that met the requirements to be included in the study for review. Four articles were conducted from the patient's perspective, and two were written from the perspective of hospital staff. The seven aspects of the marketing mix can influence patients to choose hospital services that implement marketing strategies. Elements of the marketing mix that have a relationship can differ from hospital to hospital. Hospitals need to plan a specific marketing strategy that focuses on patients so that patients want to choose to use the hospital's service facilities. The implications of this study are highly relevant for practitioners in the fields of hospital management and health marketing. The finding that the hospital marketing mix can influence patient choices provides a deeper understanding of the importance of appropriate marketing strategies in increasing patient visits and hospital competitiveness.

Analyzing Alibaba: Unveiling the Strategies, Business Ethics, and Global Market Expansion

Alibaba, founded in 1999 by Jack Ma, has emerged as a global e-commerce powerhouse with a market capitalization among the top 10 globally, surpassing even retail giant Walmart. This success can be attributed to a combination of innovative strategies, adaptability, and a commitment to customer-centric values. Alibaba's journey involves a strategic focus on global market expansion. The company set ambitious goals, including selling globally and serving two billion consumers. This expansion was not limited to e-commerce; Alibaba diversified into various sectors such as cloud computing, digital entertainment, and logistics. The company's global ambitions extended to major markets worldwide, marking its footprint in diverse industries. Several factors contribute to Alibaba's success, including specific marketing strategies, innovative business models, and overcoming challenges. The company's ability to navigate the complexities of international markets and adapt its approach has been instrumental in its triumph. Alibaba's success is not only reflected in its financial achievements but also in its evolution into a multifaceted global enterprise. Alibaba's success story is a testament to visionary leadership, effective strategies, and a commitment to continuous innovation. From its humble beginnings as an online marketplace, Alibaba has evolved into a global force, influencing various industries and setting new standards for success in the digital era. Keywords: Alibaba, Market Expansion, Digital Era.

Analysis of the Impact of Luxury Marketing Model on Consumer Motivation: A Case Study of Louis Vuitton

With the improvement of Chinese people's consumption power, the Chinese market has gradually been attached importance by major luxury brands, and how to attract Chinese consumers has gradually become a topic of heated discussion. This paper takes Louis Vuitton as a case study and adopts the questionnaire survey method in the investigation stage. The consumer motivation and dissatisfaction with luxury goods are investigated. This paper discusses the specific marketing strategy of luxury goods, analyzes the shortcomings of existing marketing means, and puts forward the ideal marketing mode. According to the research, Louis Vuitton mainly adopts the strategy of hunger marketing and scarcity, and successfully maintains its noble sense and successfully attracts many high-end customers by building its own brand image. The purchasing motives of consumers mainly include: external factors that are impressed by the family growth environment or the future living environment, while internal factors are specifically divided into showiness, the pursuit of high-end and personal preference. This paper points out the problems in the existing marketing methods of luxury goods and makes corresponding suggestions for improvement: First, for consumers, the attitude of sales staff does not play a key role in reducing consumers' desire to buy, but a warm and friendly attitude is essential to promote consumption. Therefore, luxury brands must pay attention to the training and management of sales personnel. Secondly, better after-sales experience and service is also very important. Luxury brands should improve their warranty methods to make it more convenient for consumers to have a better impression on luxury brands.

Analysis of AY Field Brand Planning Based on Raw Milk Traceability

Mengniu and Yili have virtually monopolized the traditional Chinese dairy market, while new media marketing and digital strategies have opened up substantial business opportunities for emerging brands. Leveraging a differentiation strategy, the Adopt A Cow brand has successfully carved out its niche in the market, serving as an exemplary example. However, AY Field, as a self-owned brand by a supplier, faces the challenge of low product awareness among end consumers. This paper primarily concentrates on brand planning for the AY Field milk brand, with a focus on positioning the product for mid-range consumers, including students and office workers. The strategy involves the development of a new logo and packaging design, the selection of sports stars as brand ambassadors, and the implementation of innovative online sales promotions to bolster brand awareness and competitiveness. Research indicates that incorporating raw milk traceability and digital technology to establish a product brand with transparent ranches can significantly enhance AY Field’s competitive edge, facilitating the execution of a differentiated marketing strategy.

Model of Digital Marketing Communication of Sprite Rebranding

Sprite is a widely recognised beverage brand renowned for its popular carbonated soft drinks worldwide. Among the various marketing models available, there exists a multitude of models that include diverse data. However, Sprite is demonstrating a distinct approach. While the consumption of soda is not widely prevalent in Indonesia, Sprite has implemented extensive promotional strategies to target and captivate the market, particularly the younger demographic. This study employed the Krippendorf Content Analysis approach to examine the Sprite Digital marketing Communication operations on Social media. According to the official Instagram account of the corporation in question, there appears to be a singular focus on promoting sustainability, with a particular emphasis on the efforts undertaken by the Sprite brand. Therefore, Sprite's commitment to a specific marketing strategy aimed at a significant objective demonstrates their capacity for sustainable development. The intricacy of Sprite's operational processes is once again demonstrated through the utilisation of digital content analysis

The Research on Marketing Strategies for Master Kongs New Products

Master Kong, which is the leading enterprise of instant food industries in China now is suffering from the loss of its potential profit. What caused these phenomena is the fierce competitions between the old and new brands in instant food industries. Although Master Kong can still dominate the main instant food market in China, it still needs to breakthrough its own bottleneck. In this research, new products are proposed which can also provide totally new ideas for the generation of instant food products. The online open questionnaire and in-depth research interview provide the information about the things need to be improved and the new consumer groups. The generation Z and new town youth purchasing characteristics are useful for many brands. In order to reach the generation Z and new town youth in China, specific marketing strategies are presented in this research after analyzing the real market. This research mainly dedicated into how to maintain Master Kongs leading position and lay the foundation for its future transformation.

Unveiling consumer preferences in automotive reviews through aspect-based opinion generation

Unveiling consumer preferences in online reviews is receiving increasing attention. While most existing approaches for consumer preferences have achieved significant improvements, fine-grained sentiment is rarely considered. Fine-grained sentiment analysis involves several essential tasks, such as aspect-opinion recognition, and sentiment orientation analysis. However, existing methods cannot effectively generate an opinion pair, especially when dealing with Chinese automotive reviews. In this paper, we propose a joint course- and fine-grained sentiment analysis of preferences, a new framework for opinion pair generation using graph neural networks (GCN), which optimizes model performance based on aspect-wise sentiment information, as well as our experiments on the course- and fine-grained tasks. Our graph-based multi-grained convolution (CMGC) model outperforms all baselines by at least 1% accuracy in coarse-grained tasks. The results in the fine-grained task are significantly better than the baseline, surpassing the previous state-of-the-art by 1.33% and 3.88% in R and R@1, respectively. Our results can effectively reveal consumer preferences from automotive reviews, which provides business managers with specific marketing strategies.

The Influence of SNS Information Characteristics on Brand Awareness in Skin Care Shop: Focusing on Women in their 20s and 30s

This study aims to present meaningful implications for efficient operation of SNS marketing that can enhance the brand value of skin care shops and increase consumers' purchasing behavior by identifying the impact of SNS information characteristics on brand awareness for female consumers in their 20s and 30s. To this end, the survey was conducted on women in their 20s and 30s, and a total of 270 copies were used as final analysis data. The collected data were analyzed using the SPSS v.26.0 program. Taken together, reliability among the characteristics of SNS information was found to be an important variable in brand awareness. In other words, from the perspective of female consumers in their 20s and 30s, when they perceive that the SNS information provided by the skin care shop is reliable, the brand awareness of the skin care shop becomes positive, and the higher the brand awareness, the higher the purchase behavior. Therefore, the skin care shop needs to raise brand awareness by strategic use of SNS targeting women in their 20s and 30s, and in particular, establishing differentiated marketing strategies focusing on reliability will have a positive impact on the growth of the skin beauty industry.

자기선물 구매동기가 심리적 웰빙과 재구매의도에 미치는 영향

This study aims to investigate the impact of consumers’ self-gift purchase motivation on their psychological well-being and repurchase intention in the context of the consumption trend of pursuing self-healing and small happiness for themselves and to verify whether there are differences in the relationship between these research concepts by product type. To this end, hypotheses and research models were derived from the theoretical background, and a survey was conducted among Chinese consumers who had purchased utilitarian or hedonic products as self-gifts, and the results were tested using a structural equation model. The research findings are summarized as follows. First, the investment motive, consolation motive, and imitation motive of self-gifting had a positive effect on psychological well-being after self-gifting, and the investment motive had a positive impact on the repurchase intention of self-gifting. Second, psychological well-being after self-gift purchase positively affected repurchase intention. Third, the moderating effect of product type was significant in the relationship between all consumption motives and psychological well-being except for the self-gift imitation motive. In particular, psychological well-being had a positive effect on repurchase intentions after self-gifting hedonic products for reward and comfort motives, and psychological well-being had a positive effect on repurchase intentions after self-gifting utilitarian products for investment motives. These results suggest that companies should focus on consumers’ preferences for self-gifting, develop differentiated products, and establish differentiated marketing strategies based on consumers’ purchase motives, such as developing communication messages appropriate to their product types.

Exploring the motives behind festive occasion consumption – An intergenerational perspective

Purpose of the research: Exploring the motivations behind Egyptian’s consumption during the festive occasion (FO) of Ramadan, in addition to exploring and understanding the intergenerational influence and the intention-behavioral gap between an old and young generation. Such exploration provides an insightful distinction between each generation, including their personal motives for consumption, which shapes their intentions to behave and their actual consumption behavior during the festivity. Design/methodology: A multi-method qualitative study is chosen by carrying out focus groups and interviews. Most of the analysed date is generated based on interviews with the young (20-44 years old) and old generation (45-70 years old), pre and post Ramadan. Transcription and content analysis is employed using NVivo - a computer assisted program. Results/Findings: The main themes explored, such as extrinsic motivation, reflect the different influences on buying behavior, in addition to how they differ from one generation to the other. The main motivations of festive occasion consumption for both generations are also explored. Practical implications and Conclusions: The current study has a dual contribution with theoretical and practical implications. It contributes theoretically through identifying the personal motivations of both generations and developing an understanding of the intention-behavioral gaps in the young generation. In terms of its practical contribution, the study serves as a guide for businesses through typifying the specific consumer segments of the old and young generation through their personal motivation characteristics to be able to offer their segments more specific marketing strategies.

빅데이터를 활용한 무인카페 소비자 인식에 관한 연구

Purpose - The purpose of this study was to investigate the perception of 'unmanned cafes' on the network through big data analysis, and to identify the latest trends in rapidly changing consumer perception. Based on this, I would like to suggest that it can be used as basic data for the revitalization of unmanned cafes and differentiated marketing strategies.
 Design/methodology/approach - This study collected documents containing unmanned cafe keywords for about three years, and the data collected using text mining techniques were analyzed using methods such as keyword frequency analysis, centrality analysis, and keyword network analysis.
 Findings - First, the top 10 words with a high frequency of appearance were identified in the order of unmanned cafes, unmanned cafes, start-up, operation, coffee, time, coffee machine, franchise, and robot cafes. Second, visualization of the semantic network confirmed that the key keyword “unmanned cafe” was at the center of the keyword cluster.
 Research implications or Originality - Using big data to collect and analyze keywords with high web visibility, we tried to identify new issues or trends in unmanned cafe recognition, which consists of keywords related to start-ups, mainly deals with topics related to start-ups when unmanned cafes are mentioned on the network.

Analysis of Luckin Coffees Operating, Marketing and Expansion Strategies

As the big data applications and online retail mode get increasingly involved in daily lives, differential marketing and operating strategies are continuously surfacing. With the exponential expansion, China's coffee industry is catching up to the average global consumption rate. More and more emerging companies are appearing in people's fields of vision in this cutthroat industry that is still far from being saturated. Luckin Coffee, the first Chinese coffee company, revolutionized the traditional coffee industry with its digital operations, big data planning, and fission marketing. This paper will focus on Luckin Coffee, a rising star in Chinas coffee market, by examining and analyzing the operating and marketing schemes that they implement under such big environments. By exploiting case analysis, comparative analysis, data analysis, and document analysis, the advancement of Luckins operating and marketing strategies can be concluded, consisting of disparate positioning of offline coffee shops, mass implementation of fission marketing, alleviating time duration on delivery and self-pickup services, and innovation on taste and products by big data predictions.

Transforming consumption: The role of values, beliefs, and norms in promoting four types of sustainable behavior

AbstractThis study examines the value based predicting factors of sustainable consumption (SC) behaviors of individuals by examining four types of environmentally significant consumer behavior, that is, purchase, household energy and water usage, mobility, and recycling. A structured questionnaire‐based survey was used to collect data and verify the research framework guiding the hypotheses for all four types of consumer behavior. Four separate Structural Equation Models (SEM) were utilized to test the formulated hypotheses and model using the data from 1025 respondents (281 for purchase, 265 for household energy and water use, 273 for mobility, and 206 for recycling) ages 18–74. The results indicate that the extended version of value‐belief‐norm (VBN) theory could provide a good explanation of the sustainable purchase behaviors of consumers, compared to household energy and water usage, mobility, and recycling. The results of the study suggest that having high levels of biospheric values, ecological worldview, personal norms, behavioral intention, awareness of consequences, ascription of responsibility, and low egoistic values have influence on consumers when they make eco‐friendly product purchases. Although similar results are found for other examined behaviors, the model fits are not as strong and explanatory powers are lower. This research reveals that marketing managers need to adopt differential marketing strategies to influence consumer sustainable decision‐making in the four environmentally significant behaviors of purchase, energy and water usage, mobility, and recycling. This paper concludes with policy implications of the findings for marketers and policymakers, as well as potential directions for further research.

중장년층 남녀의 성공적 노화가 헤어서비스 소비성향에 미치는 영향

With an interest in their later lifestyles, middle-aged have prepared for successful aging based on their economic capabilities. In fact, they have spent a lot of time and money in taking care of their appearance, envisioning successful aging. In particular, since a hairstyle accounts for a large portion of a person’s outer look, middle-aged have also used hairstyling services often. In other words, these middle-aged, having an interest in making themselves look better with decent economic capabilities, have emerged as a new consumer group. This study attempted to investigate the influence of successful aging on hair service consumption propensity against middle-aged even explore marketing strategies by gender for the purpose of providing basic data which can make a contribution to the growth of hair industry. For this, an offline self-administered questionnaire survey was performed. Among a total of 720 questionnaires distributed, 655 copies excluding poorly answered ones were used and analyzed, using SPSS 22.0. Specifically, subjects’ general characteristics, successful aging and hair service consumption propensity were analyzed through factor analysis and reliability analysis. In addition, the effects of successful aging on hair service consumption propensity were examined through regression analysis, and the results found the followings. The influence of successful aging on hair service consumption propensity differed by gender. Therefore, differentiated marketing strategies were suggested accordingly. In conclusion, this study confirmed that in middle-aged, successful aging and hair service consumption propensity are related to each other and that the study results are useful in analyzing differentiated marketing strategies by gender.