Traditional Marketing Channels Research Articles

Impact of Social Media Advertisements on Customer Purchase Intentions

These changes have molded the way consumers interact with brands within recent years through which advertising and traditional means and marketing channels of social media like Facebook, Instagram, and Twitter convey. This research explores how the purchase intentions affected by social media ad vary with those elements such as interactivity, credibility, informativeness, and entertainment that mold consumer behavior. In social media, the condition is different from other ways of marketing. Social media is interactive, with two-way communications-the consumers actively interact with the brands through comments and shares, and through feedback, which constitutes electronic word-of-mouth (e-WOM), a tool that informs and persuades possible buyers through recommendations and reviews from their peers. A majority of an extensive literature review enables the synthesis of findings from studies that have indicated that there is increasing strength in social media ads to improve consumer behavior. This is rooted in two prominent research issues- millennial and Gen Z consumers, as these most active users on social media demonstrate higher sensitivity to digital ads. Therefore, the importance of critical engagement strategies, such as personalized targeting and culturally appropriate content, is highlighted in boosting participation and building loyalty with the brand. With this insight, companies can provide more meaningful advertising in order to enhance relations with consumers and will still result in higher conversion rates. Such a study will also add to the field as it puts forward a framework for using social media advertising to enhance brand awareness, engagement, and sustained growth within an increasingly digital world.

The Integration of Augmented Reality: A New Paradigm Shift in Marketing Approach

Purpose: The emergence of Augmented Reality Marketing (ARM) has been fuelled by recent advancements in AR technology and its growing application in marketing strategies and practices. Despite an increasing body of literature on the subject, managers and researchers still struggle to clearly articulate how ARM creates valuable customer experiences that differentiate it from other marketing strategies. This paper defines ARM as a customer-facing interface integrating digital marketing technologies into real-world environments. Drawing on the "situated cognition" theories from social psychology, we identify a unique set of digital affordances offered by ARM that extend beyond traditional marketing channels. By applying key concepts from situated cognition theory, we develop a comprehensive framework for understanding and enhancing ARM experiences, providing a foundation for future research and practical applications.

The Impact of E-commerce on the Sales of Agricultural and Sideline Products

This study explores the impact of e-commerce on the sales of agricultural and sideline products, examining how digital platforms have transformed traditional marketing and distribution channels in the agricultural sector. The research underscores the significance of e-commerce as a pivotal tool for enhancing market accessibility and efficiency for farmers and producers, particularly in rural and remote areas. By leveraging e-commerce, agricultural producers can bypass traditional intermediaries, thereby reducing transaction costs and increasing profit margins. The study employs a comprehensive analysis of market trends, consumer behavior, and sales data to evaluate the effectiveness of e-commerce platforms. It identifies key factors that influence the successful integration of e-commerce in agricultural sales, including infrastructure development, digital literacy, and logistical support. The findings reveal a substantial increase in the reach and scale of market access for agricultural products, alongside improved price competitiveness. By facilitating direct interaction between producers and consumers, e-commerce contributes to greater transparency and trust in the supply chain. The conclusion emphasizes the transformative potential of e-commerce in reshaping the agricultural market landscape, advocating for policy support and investment in digital infrastructure to further enhance its benefits. This research provides valuable insights for stakeholders seeking to optimize the use of e-commerce in agricultural sales, highlighting the need for strategic planning and collaboration among policymakers, industry players, and technology providers.

Web-Based GIS Housing Marketing Information System in West Papua

Web GIS- Based Marketing Information System in Housing Sector of West Papua: A Case Study The methods of research are interviews, direct observation and documents sales report, regional maps). They note that the system offers a more direct and efficient means of accessing information from potential buyers, ultimately boosting marketing efficiency by as much as 45%. Moreover, it delivered a 30% higher sales conversion rate than traditional marketing channels. A combination of useful features such as interactive maps and location search functions helps potential buyers browse properties more easily, increasing the time they spend interacting with the platform and enhancing transaction chances. Many housing developers overcame challenges like the lack of internet backbone and a requirement for staff training to employ specialised skillsets. To needs, this research shows as an imperative using of Web gip to smooth the marketing and support strategic plan in housing construction. A recommendation for improving technological infrastructure and continuous training to ensure an effective utilization of the system is suggested. The results offer useful advice to housing developers looking to build innovative technology into their marketing strategy, thereby increasing efficiency and effectiveness within the housing sector.

Integration of Technology and Marketing Activities Among Service SMEs in Emerging Economies

Service small and medium enterprises (SMEs) are typically SMEs that operate in the service industry. In emerging economies, service SMEs can benefit from integrating technology and marketing activities to compete globally and drive growth. Further, service SMEs can compete with larger businesses with technology-driven marketing. Technology can differentiate an SME and create a unique value proposition, attracting customers and setting it apart. Social media advertising and email campaigns are often more cost-effective than traditional marketing channels such as print and television. The authors included a total of 32 articles published between the years 2013 and 2023 for in-depth analysis to address the issue under investigation. Findings indicated several effective digital marketing strategies to integrate technology and marketing activities among service SMEs in emerging economies, such as personalized marketing options, direct customer engagement, 24/7 availability options, and brand-building capabilities.

From Bar to Sportainment: The Role of Strategic Communication in Holywings' Brand Transformation

The strategic transformation of brands in the digital age necessitates a dynamic and multifaceted approach to communication. The case of Holywings, an Indonesian establishment that successfully transitioned its brand identity from a conventional bar to a prominent player in the sportainment industry, exemplifies this phenomenon. The research employed a qualitative methodology, incorporating in-depth interviews with key stakeholders and a comprehensive content analysis of Holywings' social media presence. The interviews provided insights into the strategic rationale and communication tactics employed, while the content analysis examined the types of content shared, engagement metrics, and overall communication style. The findings revealed a multifaceted strategic communication approach, leveraging both digital and traditional marketing channels. Social media platforms, particularly Instagram and TikTok, played a pivotal role in showcasing Holywings' sportainment offerings and fostering audience engagement. The content strategy focused on sports-centric events, behind-the-scenes glimpses, and interactive elements, amplified by the use of gimmicks, drama, and storytelling. The integration of offline activations further enhanced the brand experience, fostering a sense of community and loyalty. The strategic communication efforts yielded a significant shift in brand perception, successfully repositioning Holywings as a leader in the sportainment industry. The omnichannel engagement model facilitated a seamless and personalized customer experience, driving brand advocacy and repeat business. In conclusion, the study underscores the pivotal role of strategic communication in shaping brand perception, navigating the complexities of brand transformation, and achieving sustainable growth in the digital age. The findings highlight the importance of adaptability, innovation, and a customer-centric approach in crafting a compelling brand narrative and fostering meaningful connections with the target audience.

The Role of Marketing Strategies in Improving the Export Potential of Grape Growing Enterprises

In the global marketplace, grape growing enterprises face increasing competition and challenges in realizing their export potential. This paper examines the pivotal role of marketing strategies in bolstering the export capabilities of grape growers. Drawing on a comprehensive review of literature and empirical evidence, this study elucidates how strategic marketing initiatives can effectively address market dynamics, consumer preferences, and regulatory requirements to propel grape products into international markets. The research underscores the significance of understanding market segmentation, consumer behavior, and emerging trends in destination markets to tailor marketing strategies adeptly. By employing a mix of traditional and digital marketing channels, grape growers can enhance brand visibility, cultivate consumer loyalty, and differentiate their offerings amidst fierce competition. Moreover, strategic alliances with distributors, retailers, and industry stakeholders facilitate market penetration and access to new export markets. Furthermore, the paper explores the role of branding, packaging, and product innovation in augmenting the perceived value of grape products, thus enabling enterprises to command premium prices and gain a competitive edge. Importantly, the study discusses the imperative of aligning marketing strategies with sustainability practices and certifications to meet evolving consumer demands for ethically sourced and environmentally responsible products. In conclusion, this paper advocates for a holistic approach to marketing that integrates market research, branding, distribution, and sustainability considerations to unlock the export potential of grape growing enterprises in a dynamic global landscape. By embracing innovative marketing strategies, grape growers can navigate challenges and capitalize on opportunities to thrive in international markets.

Understanding sample product quality, purchase decision, and brand awareness of Nescafe

This study explored the impact of sample product quality and brand awareness on consumer purchasing decisions for Nescafe coffee products in Denpasar, Indonesia, during the COVID-19 pandemic and under the Indonesian government’s Large-Scale Social Restrictions (PSBB). These restrictions limited traditional marketing channels, including direct consumer interactions that were essential to Nescafe’s sampling strategy, which historically relied on face-to-face engagement to boost brand recognition and trust. The research focused on how sample quality and brand awareness influenced consumer decisions and examined whether brand awareness mediated the relationship between sample product quality and purchase intent. Using path analysis on data collected from 100 purposively sampled respondents, the study found that higher sample product quality directly improved both brand awareness and purchasing decisions. Additionally, brand awareness significantly enhanced the likelihood of a purchase and served as a mediating factor, strengthening the effect of sample product quality on purchase decisions. These findings underscored the value of high-quality sampling in building brand familiarity and consumer trust, especially when traditional marketing channels were constrained. The study suggested that brands could maintain consumer engagement and drive purchasing behavior by investing in quality-controlled sampling programs and developing robust brand awareness strategies, offering practical implications for marketing in challenging environments.

An Integrated Approach to Boosting Sales through Digital Marketing Strategies: An Exploration of Synergies between Traditional and Modern Marketing Techniques

Abstract: Integrating traditional and digital marketing approaches provides several advantages for businesses aiming to create a comprehensive marketing strategy. By using a consistent message and visual identity across all channels, businesses can create a strong and memorable brand. Digital campaigns allow you to reach a wider audience, while traditional tactics such as TV, radio and print expand brand awareness beyond just online channels. Furthermore, integrating your digital and traditional marketing channels can boost conversions by making the most out of touchpoints, which is critical to your lead nurturing process. Combining these approaches opens up opportunities for increased engagement and response rates, which can be particularly advantageous for traditional marketing channels. For example, participating in local events and promoting them online, sponsoring a local event or setting up a table at a local convention can yield positive outcomes for businesses aiming to create a comprehensive and effective marketing campaign. The secret to great marketing is the combination of both digital and traditional marketing and using them in an integrated way to enhance brand awareness and increase sales. Traditional and digital come together in beautiful harmony for the perfect connection between your customers and brand. Businesses that merge traditional and digital marketing strategies can reap the benefits of both approaches, creating a comprehensive marketing campaign that yields positive outcomes and increased sales.

Research on the Innovation of Marketing Management Mode Under the Digital Transformation of Textile and Garment Enterprises

With the rapid development of China’s economy, the proportion of people’s disposable income is increasing. The consumption of daily necessities is increasing day by day. The traditional marketing channels of the existing clothing industry have been difficult to meet the development needs of clothing enterprises and consumer consumption needs. In response to this problem, this research introduces in-depth learning into the digital transformation of garment enterprises, focusing on how to combine in-depth learning with the innovation of marketing management mode in the digital transformation. This paper proposes an omni channel marketing management mode based on the improved PGBN user profile construction model and the improved RBF sales volume prediction model. Simulation experiments and comparative experiments are designed to test the effect of the sales volume prediction model and the new marketing management model. The test results show that the performance of the sales volume prediction model is improved by 15.97-19.87%. The new marketing management model improves the sales volume by more than 30%. The improvement effect is significant, which can provide an effective reference for the digital transformation of garment enterprises.

ВПЛИВ ІНТЕРНЕТ-ТЕХНОЛОГІЙ НА МАРКЕТИНГОВІ КОМУНІКАЦІЇ ПІДПРИЄМСТВ

Modern entrepreneurship cannot be imagined without the use of Internet technologies in marketing communications. This study is devoted to analyzing the impact of these technologies on the strategies, tools and effectiveness of marketing of enterprises. With the rapid development of the Internet and the widespread use of digital devices, the way companies interact with consumers has fundamentally changed. The purpose of this study is to identify and analyze the key effects of Internet technologies on marketing communications in enterprises. The study examines various aspects, including the advantages of Internet technologies in marketing communications. Additionally, the article can analyze potential challenges and limitations of use Internet technologies in marketing, such as privacy issues data, oversaturation of advertising and instability of virtual platforms. This will help readers get more a complete view of a wide spectrum opportunities and challenges associated with the use of Internet technologies in marketing communications. The expected results of this study will substantiate the growing importance of Internet technologies in marketing communications and will provide practical recommendations for enterprises on the effective use of these technologies. Analyzing current trends, it can be expected that Internet technologies allow businesses to attract more target audiences, communicate with them in real time and maintain constant interaction. It may be achieved through use social media, email, websites, blogs and other communication tools. Further use of Internet technologies in marketing communications can lead to increased competitiveness of enterprises, improved interaction with consumers, increased sales and improved overall brand image. In addition, the study highlights the importance of integration and synergy between traditional and Internet marketing communication channels. This highlights the need for connected and consistent messaging across platforms to maintain brand identity and engage customers. The research will contribute to the understanding and identification of the most effective strategies of use Internet technologies in marketing communications and providing recommendations for the practical application of this knowledge in the field of business.

ПІДВИЩЕННЯ ЕФЕКТИВНОСТІ ПІДПРИЄМНИЦЬКОЇ ДІЯЛЬНОСТІ КРУЇЗНИХ КОМПАНІЙ ШЛЯХОМ РОЗШИРЕННЯ КАНАЛІВ ЗАЛУЧЕННЯ ТУРИСТІВ

The article defines the relevance and necessity of researching the channels of attracting tourists to cruise tourism, thanks to which customers are searched, informed, attracted and retained in order to increase the efficiency of the business activities of cruise companies.The role and importance of using traditional and digital marketing channels when attracting tourists by cruise companies in order to improve the effectiveness of their activities in the modern conditions of the tourist market is considered. The main reasons for their use are singled out, such as the sustainability of the development of the cruise industry, changes in the consumer approach, digitization and online presence, the peculiarity of regional cruise markets, the need for strategic planning.Common channels of distribution of products of cruise companies are given, outlining the promotion of their services in online and offline formats, which can be separated into separate channels of attracting tourists. The main relevant and most widespread online and offline channels for attracting tourists to the cruise sector are grouped, namely: (1) online channels (websites, mobile applications, social media, influence marketing), (2) offline channels ( travel agencies, travel exhibitions and fairs, sales through partners, special events). Their advantages, functionality, tools, incentives for use by cruise companies during business activities are considered; expected benefits from their use.Recommendations are provided for the use of the above channels, in particular as a combination of them to attract the target audiences of cruise companies, which is facilitated by the development of marketing strategies and regular analysis of the results of marketing campaigns in terms of their effectiveness in the conditions of constant changes in the field of technology and consumer preferences of the audience spectrum. Complex use of online and offline channels of attracting tourists will allow potential customers to get acquainted with the program of cruise tours, the comfort of cruise liners and additional services on board, entertainment; provide assistance in choosing routes and tours; accumulate contact information to maintain feedback; analyze the feedback and suggestions of tourists with further development of new tours or change of existing ones to meet the needs of the target audience; establish partnership relations in the market of tourist services. Effective use of the considered engagement channels will allow cruise companies to update and adapt cruise products according to the urgent needs of the market, taking into account consumer expectations, competitive opposition and industry volatility.The goal of further research in this area is formulated.Keywords: cruise tourism, promotion of tourist services, channels of attracting tourists, advertising, tourism.

Impact of social media marketing on consumer behavior:A comparative study of traditional marketing channelsand digital platforms

Today’s businesses are using social media marketing as a powerful method. It would help businesses to achieve their marketing goals in an effective way. It is possible by leveraging the power of various social media channels. Social Media Marketing utilizes social media platforms like Facebook, Instagram, WhatsApp, and Snapchat to advertise products and services. The main aim of social media marketing is to connect with existing customers and reach new customers. In social media marketing a number of strategies are involved. This comparative study examines the impact of social media marketing on consumer behavior in comparison to traditional marketing channels. Through the analysis of data from both digital and traditional channels, the study highlights the significant impact of social media marketing on consumer behavior. Digital platforms offer more benefits like interactive communication and customized content, which contribute to increased consumer engagement. The results of our study demonstrate the significance of utilizing social media marketing to enhance consumer engagement and satisfaction, presenting valuable insights to marketers in the current digital environment. A well-structured questionnaire was used to collect responses from 100 respondents in the Dakshina Kannada District of Karnataka State in this study. Our research revealed that customers are more inclined toward social media marketing than traditional marketing.

Emerging adult gamers and their diet – a socio-ecological approach to improve health behaviour

Purpose This paper aims to understand the opportunities and challenges to engage emerging adult gamers (aged 18–25) in adopting healthier diet behaviours through online games and related platforms such as esports and streaming. The study uses a socio-ecological approach to understand influences and suggests approaches to changing behaviours. Design/methodology/approach Purposive and convenience sampling were used to identify (n = 13) online gaming industry professionals and emerging adult (EA) gamers for interview. Qualitative thematic analysis of data using NVivo was undertaken. Findings Bi-directional influences were found that are potentially impacting EA diet behaviours. Food industry advertising and sponsorships were identified as dominant influences within the behavioural ecology, using microcelebrities and esports events to target EAs. The study identifies a need for social marketers to engage EA gamers in healthful behaviours through interventions across various levels of the behavioural ecology, including those upstream with industry and potential government regulation, to promote better health and balance food marketing. It also identifies future research avenues for engaging gamers in good health. Originality/value To the best of the authors’ knowledge, this is the first study to explore the impact of the gaming behavioural ecology on EA diet behaviour. It identifies new channels that social marketers can use to engage EAs, who are difficult to reach through more traditional marketing channels.

Bugana: Electronic Business to Consumer Marketplace for Farmers' Products of Bago City

City, Philippines, by enabling direct online sales of their agricultural products without intermediaries. This project addresses the challenges farmers face using traditional marketing channels, such as middlemen and retailers, offering a streamlined, accurate, and secure platform for product sales. The system encompasses user account management, product and inventory management, transaction history, reporting, and real-time communication through a mobile app. The study employed Constructive Research Design, allowing in-depth data collection, analysis, and application of the benefactor's requirements. The Agile Development methodology was adopted, including five phases: Requirement Gathering and Analysis, Design, Development, Testing, Deployment and Maintenance. This approach facilitated flexibility and collaboration throughout the project. The result is a cost-effective system with a high return on investment (ROI). Bugana enhances market access, price transparency, and convenience for farmers and customers, marking a significant advancement in agricultural transactions. The findings call for transparent pricing, quality assurance, secure payment options, logistical support, customer service, and broadening system availability to the entire Negros Occidental Province for an even more significant impact.

The Transformative Power of AI in Marketing FMCG

This study examines the application of artificial intelligence (AI) in marketing fast-moving consumer goods (FMCG). Through a comprehensive literature review, key findings and insights from relevant studies are synthesized. The findings reveal that AI-driven strategies, such as word-of-mouth communication and personalized recommendations, significantly impact consumer behavior and decision-making. AI enables advanced retail analytics, customer segmentation, and multichannel customer management, leading to enhanced FMCG marketing strategies. Additionally, the study highlights the importance of ethical considerations, data privacy, and the integration of AI with traditional marketing channels. The research underscores the potential of AI in transforming the FMCG marketing landscape, while emphasizing the need for ongoing research on consumer acceptance, performance evaluation, and long-term sustainability.

Analysing the factors that influence social media adoption among SMEs in developing countries

Social media penetration is on the rise in developing countries and is an important channel of growth for small and medium enterprises (SMEs). Many SMEs in developing countries use social media to connect their customers to their products and services. However, the factors that have led the existing SMEs in Africa to adopt or reject social media need to be clarified to understand the key contributing factors and influences at play. This paper adopts the learning-by-doing concept from economic theory to explore the factors that influence the adoption of social media. A primary survey follows this to examine the use of social media among firms in the commercial districts of Kenya and Nigeria. The preliminary surveys in both countries were combined into a single dataset to analyse the relationship between social media use and learning-by-doing.The results show that while small SMEs are limited in their social media capacity, medium size firms tend to invest in their social media presence, and larger-size firms still rely on traditional marketing channels.

Research on the Influence of Promotion Types and Scarcity on Consumers' Purchase Intention in The Context of E-commerce Live Broadcasting

E-commerce live broadcasting has become a popular form of e-commerce sales. Compared with traditional marketing channels, e-commerce live broadcasting can more influence consumers' purchasing behavior. Based on relevant theories such as frame effect theory, commodity theory and scarcity effect, and combined with practical marketing problems of e-commerce live broadcasting, this paper discusses the influence of scarcity on consumers' purchase intention under different promotion methods in the context of e-commerce live broadcasting, as well as its internal mechanism. In this paper, we publish online questionnaires on the data platform to collect the required data. SPSS and AMOS software are used as analysis tools to analyze the collected data. The results of experiment 1 show that when anchors use price discount promotion in live broadcast, compared with limited time, the use of quantity limited can stimulate consumers to have higher purchase intention. When the host adopts the gift promotion method, compared with the quantity limited, the use of limited time can better stimulate consumers' purchase intention. The results of experiment 2 show that, when price discount promotion is adopted, perceived value plays an intermediary role in the influence of quantity limited on consumers' purchase intention, discount range plays a moderating role in the relationship between quantity limited and purchase intention, and discount range can effectively regulate the relationship between quantity limited and purchase intention through the intermediary of perceived value. The results of experiment 3 show that when the gift promotion method is adopted, perceptual arousal plays an intermediary role in the influence of time limit on consumers' purchase intention, and the gift correlation plays a moderating role in the relationship between time limit and purchase intention.

An Economic Analysis of Milk Marketing Pattern in Haryana

The findings revealed that the overall marketed surplus was around 84 per cent, and herd size, price of milk, operational land holding and family size were significant factors influencing the marketed surplus of milk. Approximately 65 per cent of milk was disposed of through four traditional marketing channels identified in the study region. The marketing efficiency of channel-II involving Producer-Creamery-Consumer was estimated to be the highest (2.24), with a producer’s share in the consumer’s rupee at 69.10 per cent. The study advocated for strengthening the market infrastructure and including a large number of dairy farmers under a consolidated network of production, marketing and distribution to improve the farmers' profit and develop the dairy sector. Keywords: Marketed surplus, marketing efficiency, multiple regression model, traditional marketing channels. JEL Codes: C81, Q12, Q13

Drawn to the gloss: Examining the effect of product reflection on product aesthetics

AbstractWhile advertising products with reflections is a common industry practice, this research is the first to investigate their impact on product aesthetics. Reflections are endowed with an inherent shine since they are naturally formed by the interaction of light with an object and a reflecting surface. We draw upon this property along with Evolutionary Psychology (EP) research documenting an intrinsic human attraction towards gloss to predict their positive effect on product aesthetics. Further in line with the EP principles, we propose that this effect is mediated by enhanced pristineness perceptions about the product in the presence of its reflection in the ad. Finally, we draw upon the Elaboration Likelihood Model (ELM) to identify product design complexity as a boundary condition for the positive effect of reflection on product attractiveness perceptions. For a product with relatively high (vs. low) design complexity, with design being the focal aspect that is elaborated via a central route, we predict the effect of a peripheral stylistic cue like product reflection to attenuate. Three experimentally designed studies employing different product types offer empirical support to these predictions. Our work extends prior marketing research studying the effects of executional elements in advertising on consumers' product reactions, particularly the aesthetic impact of product reflections as creative stylistic cues. The managerial implications of this work span both traditional and digital marketing channels. Incorporating a product reflection in advertising can work as an easy‐to‐implement option that can help practitioners elevate product pristineness and aesthetics. On the other hand, avoiding their use when advertising products with relatively complex designs can save both ad space and money.