Journal articles on the topic 'Key words: e-business – marketing – social media'

Abstract - The role of digital marketing, influencers play a crucial role in shaping consumer behavior and driving e-commerce sales. With the rise of social media platforms, influencers have become trusted voices that bridge the gap between brands and consumers, leveraging their credibility and engagement to influence purchasing decisions. This paper explores the impact of influencers on e-commerce, highlighting their ability to enhance brand awareness, foster customer trust, and increase conversion rates. It also examines key strategies used by influencers, such as content marketing, affiliate partnerships, and social proof, to drive online sales. Furthermore, challenges such as authenticity concerns, influencer fraud, and the need for strategic brand alignment are discussed. The findings suggest that when leveraged effectively, influencer marketing can be a powerful tool for e-commerce growth, helping brands connect with target audiences in a more personalized and impactful manner. As digital marketing continues to evolve, influencer marketing is expected to remain a powerful tool for businesses looking to expand their online presence and achieve competitive advantages in the e-commerce industry. Key Words: digital marketing, e-commerce, brand awareness, strategies, online sales.

Today, social networks have become inseparable from business, with many companies using them to sell products and services. Each social network has its own characteristics and marketing tools, among which each company chooses, for the promotion and sale of the products and services it offers. In the case of fashion products, they are the social networks that have in their focus image promotion. Purpose: The problem studied in this paper deals with issues related to the degree of interaction between social media and fashion products. Social media is the medium where most consumers are found. In other words, we have a relationship between fashion products and the location of consumers, which is also the most important point of the problem addressed in this paper. This paper aims to highlight the role of social networks in the marketing of fashion products. Methodology: Some of the methodological elements used in this study are the questionnaire is the research instrument; 284 respondents is the sample used; the EXCEL program is used to process the data. Findings: Some of the most important findings of the study are Instagram is the most connected to, social network; the frequency of surfing the Internet is about 2 hours a day; advertisements for social networks, are frequently encountered by respondents; etc. Value: This study is important because it serves as a guidance tool to managers, marketers, and researchers, by showing the role social media plays in the promotion and sale of fashion products. Key words: fashion products, social networks, digital marketing, consumer purchasing decisions.

The rapid evolution of digital media has significantly transformed the landscape of entrepreneurial education and skill development, especially in emerging urban centers like Coimbatore. This study explores the role of digital media platforms—such as social media, e-learning tools, webinars, and online communities—in fostering entrepreneurial mindset and enhancing skill sets among students, aspiring entrepreneurs, and small business owners. In Coimbatore, known for its industrial growth and entrepreneurial culture, digital media has emerged as a powerful enabler, bridging the gap between theoretical knowledge and practical application. The research highlights how accessible online content, interactive learning environments, and networking opportunities contribute to innovation, business planning, marketing, and financial literacy. The paper also examines the challenges faced in adopting digital tools, such as digital literacy and infrastructural limitations, and suggests ways to optimize their use for inclusive and sustainable entrepreneurial development. The findings underscore the potential of digital media to democratize entrepreneurship education and build a skilled, future-ready workforce in Coimbatore. Key Words: Digital Media, Skill Development, Entrepreneurial Education, Startups

Digital marketing has become a new paradigm that defines marketing strategies, especially in the context of mobile coffee businesses. In this context, digital marketing involves the use of online platforms, social media, and digital technology to increase the visibility and appeal of mobile coffee. This analysis includes aspects such as consumer appeal, problems that occur, and trends that are happening among the people of Surabaya. With the significant growth of mobile device usage, the digital marketing strategy for mobile coffee includes mobile apps, online ordering, and e-payment to provide convenience to customers. This research provides an in-depth insight into how digital marketing can be a growth catalyst for mobile coffee businesses, enabling them to not only survive in this digital era but also thrive in the face of ever-changing market dynamics. Key words : Digital marketing, mobile coffee, trend.

ABSTRACT: The rapid digitalization of economies has transformed traditional consumer behaviour, with social media emerging as a key driver of economic transactions. Facebook and Instagram, two of the most influential platforms, play a pivotal role in shaping consumer purchase decisions. This study aims to examine the economic implications of social media engagement, focusing on how customer interactions such as likes, shares, comments, and brand posts which affect purchasing behaviours and contribute to the revenue generation of businesses in the fashion, beauty, and apparel industries. The research explores the extent to which consumer engagement on social media influences purchasing decisions, how gender-based differences impact engagement levels, and which platform: Facebook or Instagram has a more significant economic influence on consumer spending. By employing a quantitative research methodology including a combination of both primary and secondary research, the study surveys respondents from Kolkata who actively use social media for shopping related activities over the recent years. Statistical tools are used to analyze the data. The findings of this study will provide valuable insights into the economic significance of social media marketing, helping businesses optimize their digital strategies to enhance consumer engagement and increase sales. This research also contributes to the broader field of digital economies by highlighting the role of social media platforms in driving market transactions, influencing consumer demand, and contributing to overall economic activity in the online retail industry. Key Words: Social Media Economics, Consumer Behavior, Digital Marketing, Economic Impact, Facebook, Instagram, Online Purchasing, E-commerce, Market Trends

Customer segmentation is the process of classifying customers according to characteristics they have in common. This enables organizations to effectively and accurately market to each group. In business-to-business marketing, a firm may divide its clientele based on a variety of criteria, such as location, industry, number of employees, and previous purchases made from the business. Marketers can more effectively target different audience subsets with their marketing efforts by using segmentation. These initiatives may pertain to product development as well as communications. In particular, segmentation aids in a business's ability to craft and deliver marketing communications that are specifically intended to appeal to some client segments while excluding others. Search and select the most effective communication channel. Based on the segmented clusters, this could be radio advertising, social media (Instagram, Telegram, Twitter, Youtube, etc.) email, or another strategy. We have used Gradio (an API for UI), the KNN Classification Algorithm (to classify new consumers), and the K-Means algorithm (to segment the customers) to accomplish this goal. Determine how to make goods or new opportunities for products or services better. It starts with collecting and evaluating data and concludes with taking suitable and useful action based on the information obtained. Key Words: Segmentation, targeted marketing, K-Means, KNN, Gradio.

In the digital era, With the rapid growth of social media, influencer marketing has emerged as a crucial strategy for brands to engage with their target audience effectively. Traditional advertising methods are becoming less efficient, making it essential for businesses to adopt digital marketing approaches. However, many brands face challenges in identifying and collaborating with suitable influencers due to the lack of a structured and centralized platform. This study introduces a web-based advertisement management system designed to simplify the process of connecting brands with relevant influencers for marketing campaigns. The proposed system features an influencer discovery module, allowing brands to search for influencers based on criteria such as niche, audience demographics, and engagement metrics. Additionally, a advertise management system streamlines communication, contract agreements, performance monitoring, and secure transactions, ensuring a transparent and efficient workflow. This research explores the system's architecture, database design, and technological framework, focusing on scalability, security, and user accessibility. This study contributes to the digital marketing landscape by offering an organized and scalable approach to influencer-brand partnerships. Key Words: Web-Based Marketing Platform, Advertisement Management System, Digital Advertising, Social Media Marketing, Brand-Influencer Collaboration, Influencer Marketing, Brand Promotion, Online Collaboration, E-commerce Integration, Marketing Analytics, Campaign Management.

An essential element of everyday is the digital presence of consumers in the Internet marketplaces. Moreover, social media platforms are becoming an important part of 21st century commerce and mark a modern way of doing business. Thus, being in a world that is evolving in terms of social media and digital marketing, this article delves into the significant impact of Bookstagram influencers on the visibility and popularity of books. In other words, this article aims to take a close look at the “Bookstagram Tour” phenomenon in Romania, analyzing how bookstagrammers can increase the recognition of a book through their platforms. Starting from an exploratory-descriptive research, we highlight the examination of interactions, post likes and engagement metrics of posts related to a specific online book tour. The study aims to quantify the influence of bookstagrammers in promoting literary content, marking that such a promotion technique succeeds, both in the short and long term, in strengthening the relationship between influencer and consumer and increasing the number of digital interactions. This exploration is key to understanding the changing dynamics of book marketing and readership in the social media age, where influencers hold substantial power in shaping public opinion and determining trends in the literary world.

The purposes of this study are analyzing the production performance, identifying internal and external environment, and determining the priority of kerupuk kemplang agroindustry marketing strategy. The location of the study is determined deliberately as the consideration the area is the production center of kerupuk kemplang agroindustry in Bandar Lampung. The number of respondents are 14 kerupuk kemplang agroindustry owners that are randomly selected disproportionately. Data were collected in January – February 2020. The analytical methods used are the analysis of production performance, SWOT (Strenghts, Weakness, Opportunities, Threats) analysis, and QSPM (Quantitative Strategic Planning Matrix) analysis. The results of the study indicated that kerupuk kemplang agroindustrial performance based on productivity aspect, capacity, quality, and speed of delivery are in good category, while based on the flexible aspects are not in good category. The main strength of kerupuk kemplang agroindustry is the location of strategic business and close to suppliers. Main drawback is the location of the business away from some consumers. The main opportunities are the need and high consumer interest on the product. The main threat is the supply of reduced raw material when approaching holiday seasons. The strategy of priority is improving the quality of products, following the bazaar organized by the government, utilizing technologies such as e-commerce and social media, collaborating with a kerupuk kemplang agent, and optimizing the utilization of strategic business locations to increase production volumes by improving cooperation with suppliers. Key words: kerupuk kemplang agroindustry, marketing strategies, production performance

ABSTRAK 
 Kopi merupakan salah satu minuman yang paling banyak disukai dari berbagai kalangan.Selain itu juga menjadi suatu bisnis yang sangat menguntungkan. Banyaknya perusahaan kopi di Indonesia yang bersaing dalam mempromosikan produknya untuk meningkatnya permintaan terhadap bisnis kopi membuat Kopi Jidat sebagai alternatif dalam permasalahan pencarian kerja atau menjadi mitra bisnis. Pengembangan yang dilakukan ialah pengembangan jangkauan pangsa pasar. Berdasarkan pada UMKM yang dijalankan dapat dihasilkan alternatif untuk menganalisis strategi pemasaran yaitu dengan melihat pangsa pasar dan pengembangan produk. Kopi Jidat merupakan bisnis kopi yang menggunakan kopi pilihan jenis Robusta dari Curup Provinsi Bengkulu. Memanfaatkan media google adsense sebagai alternatif pemasarannya dimana pada era ini media sosial sudah tak asing lagi bagi semua kalangan masyarakat. Dengan memanfaatkan media tersebut dapat memberikan kemudahan dalam menyebarkan informasi produk dan menjadi solusi untuk dapat memilih Kopi Jidat sebagai alternatif bisnis yang sesuai dengan kebutuhan konsumen atau mitra bisnis.
 Kata kunci: Kopi, Pengembangan, Pemasaran
 
 ABSTRAC 
 Coffee is one of favourite drink which is loved by various community. It also can be a profitable business nowadays. Many coffe companies in Indonesia are compete to advertise their product in order to enhance the demand of coffe. It inspires Kopi Jidat to take a function as an alternative in a problem solving of job seeker or as a business partner. The development which is conducting by Kopi Jidat is Market Share Development. Based on UMKM that was conducted, it makes a result about alternative to analyse the marketing strategy by look at the Market Share and Product Developmet. Kopi Jidat is a new coffee drink business which uses a premium coffe quality, Robusta from Curup, Bengkulu. Kopi Jidat utilizes Google AdSense as a marketing alternative in this era, because social media is very common in the society. Utilize a Google AdSense gives an easy way to share so many informations about product and also it can be solution to choose Kopi Jidat as an alternative business which is appropriate with costumer needs or business partners. 
 Key words: Coffee, Development, Marketing

The Internet has become an important part of daily life in the electronic age, with approximately 5 billion users and 80% of people participating in social networks. The development of the program was then transferred to this electronic domain and the beautiful display of energy emerged as a clear method of communication. A strong influence allows local influencers to promote business and product development to solve all kinds of problems of brands and customers. This is research into the complex connection between customer dynamic cycles and the power of promotion. By uncovering speculative development and examining the evidence from a local and holistic perspective, this research aims to uncover the mysterious systems that drive the impact of buyer decisions of sensational uniqueness. Additionally, this study aims to determine the key factors that contribute to the success of business operations and their impact on businesses. Knowledge of technology. Data is collected on the basis of comprehensive analysis and processed from various sources such as sound assessments, annual consolidated reports, non-academic inventories and experts. This distinction involves a general assessment of the difference between a particular aesthetic improvement and its effect on the recipient's freedom of action. important workplaces. Factors such as partner base, emotional profile, authenticity, and accountability are seen as important factors in making a good decision. Additionally, the surprising possibility of building a relationship with fans is the main consideration that makes buyers come and see the show. An important element of trust, creativity and long-term cooperation with large companies have been proven to yield significant products. Key Words: Influencer; Influencer marketing; Decision-making process; Consumer behavior; Social media; Digital marketing; Brand engagement; Authenticity; Relationship building; Content creation; Follower engagement; Brand promotion.

Appropriate identification and classification of online reviews to satisfy the needs of current and potential users pose a critical challenge for the business environment. This paper focuses on a specific kind of reviews: the suggestive type. Suggestions have a significant influence on both consumers’ choices and designers’ understanding and, hence, they are key for tasks such as brand positioning and social media marketing. The proposed approach consists of three main steps: (1) classify comparative and suggestive sentences; (2) categorize suggestive sentences into different types, either explicit or implicit locutions; (3) perform sentiment analysis on the classified reviews. A range of supervised machine learning approaches and feature sets are evaluated to tackle the problem of suggestive opinion mining. Experimental results for all three tasks are obtained on a dataset of mobile phone reviews and demonstrate that extending a bag-of-words representation with suggestive and comparative patterns is ideal for distinguishing suggestive sentences. In particular, it is observed that classifying suggestive sentences into implicit and explicit locutions works best when using a mixed sequential rule feature representation. Sentiment analysis achieves maximum performance when employing additional preprocessing in the form of negation handling and target masking, combined with sentiment lexicons.

Aim. The objective of this article is to review the promotion of universities via the social network TikTok. The tasks consider the promotion through the TikTok use, the research of TikTok use in business promotion, depiction of university communication through TikTok use. Today’s reality says that it is necessary not only to know about the platform existence but add TikTok use in the set of everyday tools for branding and promotion. Thus, the research object covers the marketing communication in education.The research subject specifies the university branding via the TikTok social media. The objective of this article is to review the promotion of universities via the social network TikTok. The tasks consider the promotion through the TikTok use, the research of TikTok use in business promotion, depiction of university communication through TikTok use. Results. The results obtained reveal that Ukrainian universities demonstrate wide range ofstrategies in TikTok use. However, it is possible to specify two main trends of its development:1) communication aimed at the internal audience (students and teachers of the university) and2) an external one –attracting new enrollees.The data obtained show that university TikTok accounts are more frequently used in advertising and campaigning for admission. They show and maintain content highlighting students’ opportunities after graduation, describing the advantages of entering the institution. Conclusions. One can speak only about two trends of communicative development by Ukrainian universities in TikTok: communication that is aimed at the inner audience (students and teachers of the university) and the outer one -university applicants. There are no common rules regulating communicative conduct on such accounts. One can also stress that the intensity of TikTok use is still much lower than that of other social media services, and it is namely the TikTok social network possessing the tangible potential for its growth and popularity in the university environment. In addition, the TikTok university accounts demonstrate the best effectiveness and the most brand-building value to the university target audience. One can mention the use of TikTok by Ukrainian universities become more and more popular and the use of TikTok by universities is inevitable. Key words: strategic communication, TikTok, university branding, university account in social media, Ukraine

<p><strong><em>The purpose</em></strong><em> of the study is to understand the role and capacity of corporate media in the implementation of information activities of business structures with different groups of the public.</em><em></em></p><p><strong><em>Research methodology. </em></strong><em>During the study of theoretical and methodological base on the peculiarities of corporate media functioning in the modern information space, methods of analysis and synthesis were used; in the process of determining the main directions of information activities in the field of business descriptive method and method of generalization were applied; to reveal the aspects of implementation of business companies information support on practical samples the method of reception was used.</em><em></em></p><p><strong><em>Results.</em></strong><em> The author characterizes corporate media as one of the basic information and communication tools for providing information support to business structures in the process of interaction with people to meet their information needs. The paper reveals modern tendencies in the organization of this type of communications and describes the forms of their realization actualized by modern technological possibilities. Various ways of information support of business companies through the use of corporate media are presented. The study of basic principles of business information support made it possible to identify the powerful potential of corporate media in contact with various groups (external and internal), in forming and maintaining the image of the organization, its reputational (intangible) capital, in implementation of corporate social responsibility (humanization of business), and also in representation of this type of media as an important component of modern integrated marketing communications.</em><em></em></p><p><strong><em>Novelty.</em></strong><em> The novelty of the problem is to understand the specifics of the implementation of information activities through the prism of real practices of corporate media business companies. The study also presents corporate media as an information and communication complex tool for multifunctional information needs of stakeholders.</em><em></em></p><p><strong><em>Practical significance.</em></strong><em> The analysis provides an opportunity to summarize and systematize the main areas of information support through corporate media.</em><em></em></p><p><strong><em>Key words:</em></strong><em> corporate media (press, media, publications), branded periodicals, image, reputation, information support, information activities (business), data support, integrated marketing communications.</em><em></em></p>

Pandemiya dövrünün gətirdiyi çətinliklərlə birlikdə internet üzərindən alış-verişin əhəmiyyəti daha çox anlaşıldı. Epidemiyadan təsirlənmək istəməyən insanların istər öz təşəbbüsləri ilə, istərsə də onlayn alış-verişin gətirdiyi məhdudiyyətlərin təsiri ilə evdən çölə çıxmaması ehtiyaclarının ödənilməsinin ən mühüm mənbəyinə çevrildi. Onlayn alış-veriş xüsusilə pandemiya dövründə həm sosial, həm də iqtisadi məhdudiyyətlərin gətirdiyi çətinliklərlə birlikdə istehlakçıların və müəssisələrin ilk seçiminə çevrildi. Virusun sürətlə yayılmasına baxmayaraq, bir çox ölkələrdə olduğu kimi Azərbaycanda da gündəlik həyatın davamı üçün onlayn tədqiqatlar aparılmağa başlanılıb və nəticədə rəqəmsal mediadan istifadə yüksək səviyyəyə çatmışdır. E-ticarət, eyni zamanda fiziki qarşılıqlı əlaqəni minimuma endirən bir üsul hesab olunur. Virus izdihamlı mühitlərdə daha sürətli yayıldığı üçün insanlar getdikcə e-ticarət və onlayn alış-verişdən daha çox istifadə etməyə üstünlük verməyə başladı. Açar sözlər: rəqəmsal iqtisadiyyat, e-ticarət, istehlakçı, sosial-media marketinqi, istehlak kanalı. Narmin Gadimova Aladdin ANALYSIS OF CHARACTERISTICS OF CONSUMER BEHAVIOR IN THE DIGITAL ECONOMY Abstract Despite the difficulties caused by the pandemic period, the importance of online shopping has become more understood. The fact that people who do not want to be affected by the epidemic do not leave their homes, either on their own initiative or under the influence of restrictions imposed by online shopping, has become the most important source of meeting their needs. Online shopping has become the first choice of consumers and businesses, especially during the pandemic, with the challenges posed by both social and economic constraints. Despite the rapid spread of the virus, online surveys have begun to be conducted in Azerbaijan, as in many other countries, to maintain daily life, and as a result, the use of digital media has reached a high level. E-commerce is also a way to minimize physical interaction. As the virus spreads faster in crowded environments, people are increasingly opting for e-commerce and online shopping. Key words: digital economy, e-commerce, consumer, social media marketing, consumer channel.

Abstract Generally speaking, media is extensively used as the means to disseminate news and information pertaining to business, social, political and religious concerns. A portion of the time and space of media has now become an important device to generate economic and social activities that include advertising, marketing, recreation and entertainment. The Government regards them as an essential form of relaying news and information to its citizens and at the same time utilizes them as a powerful public relations’ mechanism. The effects of media are many and diverse, which can either be short or long term depending on the news and information. The effects of media can be found on various fronts, ranging from the political, economic and social, to even religious spheres. Some of the negative effects arising from the media are cultural and social influences, crimes and violence, sexual obscenities and pornography as well as liberalistic and extreme ideologies. This paper sheds light on these issues and draws principles from Islam to overcome them. Islam as revealed to humanity contains the necessary guidelines to nurture and mould the personality of individuals and shape them into good servants. Key Words: Media, Negative Effects, Means, Islam and Principles. Abstrak Secara umum, media secara meluas digunakan sebagai sarana untuk menyebarkan berita dan maklumat yang berkaitan dengan perniagaan, kemasyarakatan, pertimbangan politik dan agama. Sebahagian dari ruang dan masa media kini telah menjadi peranti penting untuk menghasilkan kegiatan ekonomi dan sosial yang meliputi pengiklanan, pemasaran, rekreasi dan hiburan. Kerajaan menganggap sarana-sarana ini sebagai wadah penting untuk menyampaikan berita dan maklumat kepada warganya dan pada masa yang sama juga menggunakannya sebagai mekanisme perhubungan awam yang berpengaruh. Pengaruh media sangat banyak dan pelbagai, samada berbentuk jangka pendek atau panjang bergantung kepada berita dan maklumat yang brekenaan. Kesan dari media boleh didapati mempengaruhi pelbagai aspek, bermula dari bidang politik, ekonomi, sosial bahkan juga agama. Beberapa kesan negatif yang timbul dari media ialah pengaruhnya terhadap budaya dan sosial, jenayah dan keganasan, kelucahan seksual dan pornografi serta ideologi yang liberal dan ekstrim. Kertas ini menyoroti isu-isu ini dan cuba mengambil prinsip-prinsip dari ajaran Islam untuk mengatasinya. Tujuan Islam itu sendiri diturunkan kepada umat manusia ialah untuk menjadi pedoman yang diperlukan untuk membina dan membentuk keperibadian individu dan menjadikan manusia hamba yang taat kepada Tuhannya. Kata Kunci: Media, Kesan Negatif, Cara-cara, Islam dan Prinsip-prinsip.

Lack of knowledge of the use of financial statements, difficulties in using financial statement applications, limited product marketing problems. CV. Mekar Jaya, as a form of individual business in Majalaya, Bandung Regency, has experienced these various problems. Whereas the application of accounting in Micro, Small and Medium Enterprises (MSMEs) is recording and decision making as well as long-term planning for MSMEs control tools to avoid spending outside of MSME planning and even to be able to find out debts to other parties. CV. Mekar Jaya are still not able to make their financial statements. The purpose of this Community Service Program is the implementation of orderly administration of MSME Financial Reports. The implementation method to overcome problems is by socializing the benefits and importance of financial reports for CV. Mekar Jaya, training on the use of Excel applications and other alternatives using the LAMIKRO application, assistance every weekend for 2 months so that they can report the Balance Sheet (Financial Position), Profit and Loss Report and Statement of Changes in Capital. The results of these financial statements can be used by CV. Mekar Jaya in making financial decisions, controlling business operational costs, knowing accounts payable, calculating taxes, and so on. Mandatory Outputs are expected by publication on social media, journals, and online news, while additional outputs are submitted in the form of Simple Copyright.
 Key words: Financial Statements, Micro, Small and Medium Enterprises

<div><p class="1"><em>The article’s research used the analysis scientific-sources base on a select question, web-sites of the stations (media concern TAVR Media and Internet-station </em><em>SKOVORODA), monitoring.</em></p></div><p><em>Broadcast relieve some periods of improvement, evolution and development, based on it’s features. One of the progress’ reason is technology development connected with radio. The end of last century and twenty years of current one characterise by universalism and convergence, that let media, beyond broadcast, had got the characteristics it never had before: watch the radio, fast connection between audience representers, communication with station’s journalists.</em></p><p><em>It made some influence and changes on the principles of formatting and functioning journalists professions at the radio. First, media concerns started to appeared, which have some stations in their structure, that have same top managers, almost similar department, close principles of airing. Second, Internet-stations let their audience the possibility to observe the air.</em></p><p><em>During the research, we defined, the administration of TAVR Media has the managers on each direction: manager of radio group, financial manager, commercial one (responsible for the sale), marketing director, (pr and image), general producer (manage musician direction), the station’s director.</em></p><p><em>Today, station has to work in active way and communicate with their audience, using messengers, profiles in social media. As a result, radio stations have in their arsenal person or group of persons which responsible for that activity. For example, web-radio SKOVORODA has a man, who manage </em><em><br /> </em><em>IT-work. Main duties of him: work with social medias, site content, deal with e-mail. Station’s of</em><em> </em><em>TAVR Media group (Melodiya FM, Relax, Radio Rocks, Russkoye Radio v Ukrayini, KISS FM, ХІТ FM) also have representers of modern professions: the head of digital department, traffic manager, system admin, etc.</em></p><p><em>Comparative analysis of the professions at radio, which include in the concern TAVR Media and web-station SKOVORODA did in the articleIn.</em></p><p><em>The research results can be used during the further study of radio journalism, teaching of one’s subject during the process of study students at faculture journalism, business media, management, etc.</em></p><p><strong><em>Key words:</em></strong><em> fm-broadcast, web-radio, journalist professions, media concern, radio presenter.</em><em></em></p>

THE INFLUENCE OF MICRO-INFLUENCERS AND DIGITAL MARKETING ON PURCHASE DECISIONS OF TIKTOK SHOP CUSTOMERS IN BENGKULU CITY Andhes Tiani Putri, Meylaty F 12Faculty Of Economic Email: How to cite: ………………………….(fill in Editor) INFORMASI ARTIKEL ABSTRACT Article History: Accepted : ….. (fill in editor) Revised : ….. (fill in editor) Approved : ….. (fill in editor) This study aims to determine the influence of Micro-Influencers and Digital Marketing on Purchase Decisions of TikTok Shop customers in Bengkulu City, both partially and simultaneously. Using 120 respondents, the research analyzes the impact of these variables through multiple data analysis techniques, including instrument testing, classical assumption testing, multiple linear regression, and hypothesis testing. The results show that Micro-Influencers and Digital Marketing both have a significant impact on purchase decisions individually and collectively, highlighting their crucial role in consumer behavior on TikTok Shop. Keywords: 3-5 words or phrases represent the focus of writing. Written with letters Times New Roman 10 pt Italic. Pages: …… (fill in editor) This is an open access article under the CC–BY-SA license Keywords: Micro-Influencer, Digital Marketing, Purchase Decision INTRODUCTION In recent years, digital marketing has become one of the primary strategies businesses use to reach consumers. This trend has grown even further with the emergence of micro-influencers—individuals with a relatively small but highly engaged following on social media. Micro-influencers are considered more authentic and have a stronger personal connection with their audience, making them more impactful on consumer purchasing decisions compared to major celebrities. In this context, local businesses in Bengkulu, such as those on TikTok, leverage micro-influencers to increase their product exposure. By using platforms like Instagram or TikTok, they can reach a relevant audience more effectively and efficiently. Moreover, the concept of digital marketing has become a crucial topic in the modern era, aligning with the growing consumer awareness of social and environmental responsibility. Digital marketing aims to create long-term value for businesses while ensuring environmental sustainability. Businesses in Bengkulu, including those on TikTok, face the challenge of not only focusing on short-term profitability but also adopting business practices that support sustainable digital marketing. Through collaborations with micro-influencers who promote eco-friendly products or digital messages, local stores have the opportunity to build a more positive brand image and meet the demands of modern consumers who are increasingly concerned with digital marketing issues. LITERATURE REVIEW (Hasibuan, 2016) states that purchase decision is the process of selecting a product or service after evaluating various factors. Consumers consider aspects such as needs, desires, price, and the benefits offered by the product before making a decision. This decision results from a complex analysis, including comparisons between different options available in the market. (Japarianto, 2020) emphasizes that a purchase decision is the outcome of a consumer's evaluation of various product or service options to fulfill their needs. This process involves considering internal factors (such as attitudes, perceptions, and experiences) as well as external factors (such as promotions, pricing, or trends). The decision is made after consumers weigh all the available information. (Chaniago & Majid, 2023) state that micro-influencers are individuals with a following of between 1,000 and 100,000 on social media, known for their personal closeness to their audience. They are considered more trustworthy due to their authentic interactions and are seen as more relatable compared to influencers with larger followings. (Girsang, 2020) mentions that micro-influencers are individuals with a smaller but highly loyal follower base, particularly within specific communities or niches. They are often regarded as a trusted source of information by their followers, making them highly effective in marketing campaigns targeting specific market segments. (As-Syahri, 2024) states that digital marketing is the process of promoting products or services through digital media, including the internet and other electronic devices. As-Syahri emphasizes that digital marketing encompasses various strategies, such as SEO (Search Engine Optimization), social media marketing, email marketing, and digital advertising. This process allows companies to reach a broader audience in a more efficient and measurable way compared to traditional marketing. Additionally, digital marketing enables direct interaction between brands and consumers, creating a more personalized experience. (Triskamto, 2024) explains that digital marketing includes all forms of marketing conducted through digital platforms. This involves the use of websites, applications, and social media to deliver marketing messages to target audiences. Digital marketing offers advantages in data analysis, allowing marketers to track campaign performance in real-time, make adjustments, and optimize strategies based on collected data. Triskamto also highlights the importance of creating engaging and relevant content to capture consumers' attention in the competitive digital landscape. RESEARCH METHOD This chapter outlines the research methodology used in the study on the influence of micro-influencers and digital marketing on purchasing decisions. The research was conducted among consumers who have shopped on TikTok in Bengkulu, with initial observations made in October 2024. A descriptive quantitative approach was employed, comparing data collected through a questionnaire from a representative sample population. The target population consists of TikTok consumers, with a purposive sampling method used to select 120 respondents based on specific criteria. This ensures that the sample is suitable for the study's objectives. Data collection was carried out using a well-structured questionnaire designed to gather detailed information, allowing respondents to provide their insights without feeling pressured. The questionnaire utilized a Likert scale for responses, facilitating quantitative analysis. Data analysis techniques included instrument testing, where validity and reliability tests were conducted to confirm the effectiveness of the questionnaire. Validity was assessed through correlation thresholds, while reliability was evaluated using Cronbach's Alpha, with acceptable values set above 0.60. The classical assumption testing involved normality, multicollinearity, and heteroscedasticity tests to ensure the data met the necessary statistical assumptions. Finally, multiple linear regression analysis was employed to assess the impact of the independent variables (micro-influencer and digital marketing) on the dependent variable (purchasing decisions). Hypothesis testing included both partial (t-test) and simultaneous (F-test) evaluations to determine the influence of the independent variables on the dependent variable. This comprehensive methodology ensures the reliability and validity of the study's findings. RESEARCH RESULTS AND DISCUSSION Tables and Figures Chapter 4: Results and Discussion This chapter presents the results of the study, analyzing data collected from 120 respondents regarding the influence of micro-influencers and digital marketing on purchasing decisions. The findings are categorized into several sections, including demographic characteristics, instrument testing results, and key findings related to the research variables. General Overview of TikTok Shop TikTok Shop is an e-commerce feature integrated into the TikTok platform, allowing users to purchase products directly through videos and live streams. It promotes interaction between sellers and consumers, enhancing the shopping experience. Respondent Characteristics The demographic characteristics of the respondents are summarized in the following tables: Table 4.1: Respondent Characteristics by Gender Characteristic Number Percentage (%) Male 85 70.83 Female 35 29.17 Total 120 100% Table 4.2: Respondent Characteristics by Age Age Range Number Percentage (%) 17 - 29 years 80 53.72 30 - 40 years 30 37.03 > 40 years 10 9.25 Total 120 100% Instrument Testing Results The validity and reliability of the questionnaire were confirmed, ensuring accurate data collection. Table 4.3: Validity Test Results Variable Item Correlation Validity Micro-Influencer H1 .874 Valid Digital Marketing P1 .485 Valid Table 4.4: Reliability Test Results Variable Cronbach’s Alpha Reliability Micro-Influencer .900 Reliable Digital Marketing .620 Reliable Purchase Decision .681 Reliable Key Findings The results indicate that both micro-influencers and digital marketing significantly influence purchasing decisions on TikTok Shop. Statistical analysis revealed: Micro-influencer (X1) has a significant positive effect on purchasing decisions. Digital marketing (X2) also significantly impacts purchasing decisions. Table 4.5: Summary of Hypothesis Testing Variable t-value Significance (p) Micro-Influencer 1.246 < 0.05 Digital Marketing 4.586 < 0.05 The findings support the hypothesis that both micro-influencers and digital marketing are effective tools in influencing consumer behavior. The close relationship between micro-influencers and their audience enhances trust and credibility, which are crucial for driving purchasing decisions. Additionally, effective digital marketing strategies further amplify this effect, leading to increased sales and brand loyalty. This chapter highlights the significant role of micro-influencers and digital marketing in shaping consumer purchasing behavior, providing valuable insights for businesses aiming to optimize their marketing strategies on platforms like TikTok. CONCLUSION Conclusion Based on the research findings and discussions regarding the influence of micro-influencers and digital marketing on purchasing decisions at TikTok Shop, several conclusions can be drawn: Significant Influence of Micro-Influencers: The study demonstrates that micro-influencers have a significant positive impact on purchasing decisions. Their ability to establish a personal connection with their audience enhances their credibility, leading to increased consumer trust and influence over buying behavior. Impact of Digital Marketing: Digital marketing strategies also show a significant effect on purchasing decisions. The integration of various digital platforms allows for more effective engagement with consumers, which in turn boosts brand awareness and sales. Combined Effect: The simultaneous influence of both micro-influencers and digital marketing indicates that businesses can enhance their marketing effectiveness by leveraging both elements. The collaborative approach between these two factors significantly drives purchasing decisions among consumers. Recommendations Based on the conclusions drawn from the study, the following recommendations are proposed: Utilize Micro-Influencers: Businesses should consider partnering with micro-influencers who resonate with their target audience. The authenticity and relatability of micro-influencers can help in building trust and encouraging consumer purchases. Enhance Digital Marketing Strategies: Companies should invest in comprehensive digital marketing strategies that incorporate various channels, including social media, email marketing, and content marketing. Engaging and relevant content will further attract and retain consumers. Monitor Consumer Feedback: It is crucial for businesses to continuously monitor consumer feedback and adapt their strategies accordingly. Understanding consumer preferences and behaviors will aid in refining marketing efforts and improving overall effectiveness. Integrate Sustainability: As consumers become more environmentally conscious, integrating sustainability into marketing strategies can enhance brand image and attract a wider audience. Promoting products that align with sustainable practices can significantly influence purchasing decisions. Further Research: Future research should explore the long-term effects of micro-influencers and digital marketing on consumer behavior across different demographics and market segments. This could provide deeper insights into optimizing marketing strategies. This chapter emphasizes the essential role of micro-influencers and digital marketing in influencing purchasing decisions, offering practical recommendations for businesses seeking to enhance their marketing effectiveness in the digital age. REFERENCE Adireja, M. H., Barkah, C. S., & Novel, N. J. A. (2024). Implementasi Strategi Influencer Marketing untuk Membangun Brand Awareness di Industri Skincare Pria. Jurnal Indonesia : Manajemen Informatika Dan Komunikasi, 5(3), 2976–2983. https://doi.org/10.35870/jimik.v5i3.952 As-Syahri, H. (2024). Socius: Jurnal Penelitian Ilmu-Ilmu Sosial Peranan Influencer Marketing Sebagai Strategi Pemasaran Digital 5.0. 1. https://doi.org/10.5281/zenodo.12783992 Astuti, R. (2020). 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Storytelling has always been a powerful tool to convey information, connect with people, and make an impact. The aim of our project is to generate story by using the concept of AI and Machine learning .AI generated storytelling has apotential to transform a variety of industries, for marketing and education to entertainment and beyond. By utilizing the capabilities of ML and NLP, stories generated by artificial intelligence can be tailored to meet the specific need of each industry like personalized narratives, interactive and dynamic storytelling, multimodal storytelling, cross domain storytelling. The introduction of GEN-AI can lead to both opportunities and potential challenges among different creator communities which required collaboration from both academic and industry. This topic gathers and analyse vast amount of data from various sources including literature, movies, and social media we are using natural language processing which understand and process human language enabling them to communicate with the user effectively. To use the facial recognition technology, we are using DALL-E, OpenCV which uses model like SVM, decision tree, and knn etc. The objective of the research is to investigate the power of AI software and automating the process of story generation. This exploration involves utilizing various AI models, such as natural language generation (NLG) algorithms, deep learning architectures, and reinforcement learning frameworks, to create compelling and coherent stories across different genres and themes. We're showcasing an innovative system that empowers users to effortlessly create short stories accompanied by relevant images with minimal input. Our final project is accessible through a user-friendly web page interface, allowing individuals to craft their narratives seamlessly. Key Words: Storytelling, Artificial intelligence, Natural language processing, Ai system, Narratives, Automatic, DALL -E, OpenCV.

<p><strong><em>This research aims to</em></strong><em>: study the requirements of the legislation, departmental documents and practices of the national postal operator and identify patterns that can be recommended for use in daily practice by periodicals publishers and researchers.</em></p><p><strong><em>Research methodology. </em></strong><em>The study uses the method of search and analysis to study the requirements set forth in the legislation and regulations of the national postal operator PJSC Ukrposhta for designation by business entities in the field of periodical media publishing of the territory where they plan to distribute their media. The use of historical, analytical and synthetic, comparative and descriptive methods, as well as a systematic approach, made it possible to summarise the data obtained during the search and analysis.</em></p><p><strong><em>Results. </em></strong><em>The adoption of the Law on Media and the termination of the Law on Printed Mass Media (Press) in Ukraine, the reform of the national postal operator Ukrposhta, the impact of digital technologies on the work of periodicals and the development of social media as information providers have led to changes in the definition and presentation of the geographic distribution of media that are limited to a certain territory. This study presents all the factors of influence and conclusions on the choice of designation for geographically localised media – regional, local or local.</em></p><p><em>Changes in the legislation governing the operation of printed periodicals in Ukraine since December 2022 have also led to changes in the way publishers designate the geography of distribution of their media. Previously, publishers had to choose from a list of geographical distribution designations approved by law, but now they have the opportunity to set this geography of distribution independently, combining the terminology of the administrative and territorial structure of Ukraine and their own marketing objectives. This opens up new opportunities for publishers of print periodicals and should be taken into account by researchers when studying the work of the press in Ukraine in the current context.</em></p><p><strong><em>The novelty </em></strong><em>is to compare the definitions defined by the laws and other regulatory acts in force in Ukraine with the practice of the national postal operator and the preferences of the audience in choosing a source of information about events in their territory of residence.</em></p><p><strong><em>Practical significance</em></strong><em>. The results of this study will help to avoid ambiguities in scientific and other studies of the periodicals distributed in a geographically limited area. It will also provide publishers with a key to determining the most favourable positioning of their media and more clearly distinguishing them from competitors.</em></p><p><strong><em>Key words</em></strong><strong><em>:</em></strong><em> sphere of distribution, geography of distribution, territory of copies distribution, print media, local media, regional media.</em></p>

The present study is a synthesis of the results of a study accomplished as master's degree dissertation that looked for to evidence the actions of corporate social marketing (MSC) of great Brazilian companies creators of institutes or business foundations. The study looked for to analyze and to describe the programs of MSC and if this practice can influence the initiative of undertaking institutes and business foundations. The method of research of the type survey was used and as instrument of collection of data the questionnaire. The work treats of that phenomenon still unexplored for entrepreneurship researchers and of marketing, whose magnitude can be observed through empiric evidences found in the extent of GIFE - Group Foundation, Institutes and Companies, group chosen as research focus. Key words: Corporate Social marketing. Social Entrepreneurship. Institutes. Foundations.

ABSTRACT In the digital age, social media marketing (SMM) has emerged as a powerful tool that enables businesses to engage consumers, build brand identity, and drive sales. This study explores the impact of social media marketing on consumer engagement and business performance within three key business domains: E-commerce, Fast-Moving Consumer Goods (FMCG), and Startups. The research aims to evaluate the strategic role of SMM by comparing practices, challenges, and outcomes across these sectors. A mixed-methods approach was adopted, including a primary survey of 150 consumers. Secondary data was collected from reports, scholarly journals, and case studies

ABSTRACT In the digital age, social media marketing (SMM) has emerged as a powerful tool that enables businesses to engage consumers, build brand identity, and drive sales. This study explores the impact of social media marketing on consumer engagement and business performance within three key business domains: E- commerce, Fast-Moving Consumer Goods (FMCG), and Startups. The research aims to evaluate the strategic role of SMM by comparing practices, challenges, and outcomes across these sectors. A mixed-methods approach was adopted, including a primary survey of 150 consumers. Secondary data was collected from reports, scholarly journals, and case studies.

This paper mainly studies the social media marketing strategy and effect evaluation in e-commerce. First, the concepts of e-commerce and social media and their importance in modern business are introduced. Then, a detailed analysis of social media marketing strategies, including social media platform selection, content, interactive and advertising strategies. Next, the methods and steps of social media effect assessment were discussed, including the selection of key performance indicators, data analysis and interpretation of results, and case analysis of effect assessment. The effects of social media marketing are summarized by analyzing the effects of brand awareness, sales growth and user engagement in the case. Through the research of this paper, we can provide targeted social media marketing strategies for e-commerce enterprises and evaluate their effects to enhance their competitiveness and market share.

The rapid evolution of social media platforms has transformed the landscape of e-commerce marketing, particularly for business startups seeking cost-effective and impactful strategies. This research paper explores the multifaceted role of social media in enabling startups to build brand awareness, engage customers, drive sales, and foster long-term loyalty. By analyzing key strategies, success stories, and challenges, this study highlights how social media serves not only as a promotional tool but also as a comprehensive platform for market research, customer service, and community building. Furthermore, the paper addresses the emerging trends in social media marketing, such as influencer collaborations, social commerce, and the use of analytics, providing startups with insights into maximizing their digital presence. The findings suggest that a strategic, data-driven, and customer-focused social media approach is vital for startups to thrive in the competitive e-commerce ecosystem.

The development of information technology, the rapid growth of e-commerce have become the basis for the emergence of a new direction in the modern concept of interaction marketing - Internet marketing. The role of Internet technologies in the commercial and marketing activities of a modern enterprise is analyzed in the article. The advantages of using Internet marketing and marketing in social media as tools of the enterprise marketing communications are substantiated. The market of Internet marketing is changing rapidly, although 10 years ago almost no one heard about this area, and some entrepreneurs still prefer ads in newspapers rather than contextual advertising. Like any other, the publishing business needs to adapt to market demands, or will have to exit the market due to lack of competitiveness. The peculiarity of the use of Internet marketing tools in publishing is only that companies do not have enough funds and are forced to look for and use inexpensive or even free tools of marketing communications in the Internet. That is why SMM as one of such tools deserves special attention. Our task was to analyze the tools of product promotion of publishing companies. The research presents the most effective promotion tools that will turn a book into a bestseller. The main benefits of SMM for publishers are also analyzed. Social media marketing includes many methods of work: building brand communities (creating company offices in social media), working with the blogosphere, reputation management, personal branding and non-standard SMM-promotion. All these methods were deeply analyzed in the article. The key directions of SMM development and how they will affect publishers based on the analysis of the main trends of SMM and content marketing in 2021 are given.

The main purpose of this research study is to analyze and investigate the impact of social media application viz: Instagram as a marketing tool. Qualitative research has been used for this research study. This study relied on qualitative research methods. The current analysis is based on 15 prior studies which were published between 1990 to 2019 and which used data from those earlier investigations. Instagram has a far greater user engagement rate than Facebook and Twitter. Most well-known companies have an active Instagram presence and utilize it extensively in their marketing strategy. The results of the study depict that the in general social media marketing relies heavily on Instagram. The change in consumer behavior toward online buying has compelled marketers to keep up-to-date with those utilizing social media to promote their businesses, and customers may quickly interact with them through Instagram messages if they have any questions about their purchase.
 Key Words: Social media, Instagram, Marketing

The main purpose of this research study is to analyze and investigate the impact of social media application viz: Instagram as a marketing tool. Qualitative research has been used for this research study. This study relied on qualitative research methods. The current analysis is based on 15 prior studies which were published between 1990 to 2019 and which used data from those earlier investigations. Instagram has a far greater user engagement rate than Facebook and Twitter. Most well-known companies have an active Instagram presence and utilize it extensively in their marketing strategy. The results of the study depict that the in general social media marketing relies heavily on Instagram. The change in consumer behavior toward online buying has compelled marketers to keep up-to-date with those utilizing social media to promote their businesses, and customers may quickly interact with them through Instagram messages if they have any questions about their purchase.
 Key Words: Social media, Instagram, Marketing

The purpose of this paper is to provide a comprehensive research of the effects social media developed in an essential part of marketing strategy for its ability to generate co-created value by EWOM. As a result of the advanced Technological revolution, the industries operations have grown a unique rate and creating multiple opportunities for marketing in online backgrounds. Recently, Technologies have been involved within modern marketing activities to promote their products and services and its approach is to evaluate products and services availabilities by using various platforms like social media, online review websites, blogs and discussion forums in the form of visual information. At the present time, social media has developed in an essential part of marketing strategy for its ability to generate co-created value, to interactively connect brands to consumers, to monitor brand-related discussions and sentiments, to guide consumers in the decision-making process, to activate Electronic Word of Mouth interactions, and transform consumers into brand supporters. This study highlights the role of key various digital channels by using applications of social media to be examined on the consumer buying decisions and intention with a mediating effect of the EWOM. It carried out A quantitative research approach was used to achieve objectives and examine the hypothesized research framework by using a questionnaire in the retailing sector. A total of 384 valid responses were considered for further analysis by using SSPS 21 software to conduct the key analyses. The results revealed the significant effect and role of all digital channels on the consumers buying decisions, with the moderated role of the EWOM on the effect of digital channels on consumer buying decisions. The study offers additional contributions to the existing literature and supports the assumptions to provide a better grasp about the study topic. Its originality and a unique approach for data collecting and using the schema theory of e-WOM to understand the phenomenon of social media influence on customers intention of destination services / brands.

Social media has an increasingly important role in global marketing strategies in today's digital era. This research aims to analyze the impact of social media, especially e-commerce, in improving global marketing. Using literature study and online research methods, this research explores the role of social media in increasing global market access, building global brand awareness, influencing consumer behavior, supporting data-based marketing strategies, and achieving higher marketing efficiency. The results show that social media is not only a promotional tool, but also a key player in global digital business transformation, providing opportunities for companies to grow and compete in an increasingly digitally connected global market.

This paper provides a comprehensive exploration of the transformative role of social media marketing in the dynamics of e-marketplaces. It theorizes the multi-faceted potential of social media in elevating business performance by harnessing customer engagement, driving traffic, and fostering brand loyalty. Employing a synthesis of prior studies, industry reports, and real-world examples, the paper proposes a conceptual model linking social media strategies to key performance indicators in e-marketplaces. This model aims to guide businesses and marketers in strategizing and optimizing their social media efforts to catalyze sustainable growth and success in the rapidly evolving digital commerce landscape.

There is no doubt that the digital world we are entering is not only a new logical stage in the development of the technological sphere of humanity, but also of all existing legal and socio-political realities. While common and harmonized definitions and legal definitions do not yet exist, digital technologies are already rapidly gaining ground for offensives. Digitalization is becoming a major factor in the economic growth of any country's economy. Digitization is a modern trend for the development and consistent improvement of all business processes in the economy and related social spheres, based on increasing the speed of mutual exchange, accessibility and security of information. The experts highlight eight key points of the digital economy: the state and society, marketing and advertising, finance and commerce, infrastructure and communications, media and entertainment, cybersecurity, education and human resources, startups and investments. Therefore, in determining the main goals of the digital economy can be identified: smart cities, autonomous transport, protection against cyberattacks, responsible attitude to personal data, elimination of digital inequality, telemedicine, smart agriculture, mechanisms of trust in the Internet. The implementation of any new technologies, the process, of course, is long and carries many unknown yet challenges and dangers to humanity, they are usually combined into three different groups: socio-economic, techno-organizational, natural. All this is quite fully understood in the twentieth century, introducing scientific and technological achievements in the real economy through the development of regulatory and legal factors (labor laws, environmental legislation, rules, norms, standards, practice of state and public control over their observance). The development of mass (conveyor) production of its time in general stimulated a deep study of social and legal issues of the real economy - adequate pay, a system of benefits and compensation, moral and material incentives for harmful working conditions and more. Borrowing the experience of G. Ford, we began to study the socio-psychic factors that characterize a person's attitude to work, psychological climate in the team, family, motives for work; socio-political factors for creating favorable working conditions, for invention and innovation. We have remembered that in the absence of legal rules and laws, there is always a likelihood of danger, which has become an axiom of danger, that in nature there are no phenomena absolutely safe for human life, factors - everything is dangerous and requires the formation of certain working conditions. We have also remembered that there are many examples where a lack of knowledge and a lack of methodologically based science and education justification for the practical implementation of knowledge and technology into the real economy leads to serious engineering, humanitarian and educational problems and even catastrophes. And at the same time, entering the electronic era, we are extremely light-hearted in the legal issues of defining the fundamental concepts of "information", "information resource", "information security" and more. Key words: information, informatization, information and communication technologies, information and communication security, information and communication activity, information space, information war, humanities, scientific and educational policy, information legislation.

PurposeThe purpose of this paper is to examine the impact of perceived social media marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an e-commerce context.Design/methodology/approachThe study surveyed 371 students from a large university in India. The data were analyzed via confirmatory factor analysis and the research hypotheses were examined using SEM.FindingsThe study revealed three key findings. First, perceived SMMAs of e-commerce comprise five dimensions, namely, interactivity, informativeness, word-of-mouth, personalization and trendiness. Second, perceived SMMAs of e-commerce have significantly and positively influenced all the drivers of customer equity (CEDs). Third, the CEDs of e-commerce exhibit a significant and positive influence on customer loyalty toward the e-commerce sites.Practical implicationsThis study will help e-commerce managers to boost customer loyalty toward the e-commerce sites through perceived SMMA.Originality/valueThe study is the first to identify five dimensions of e-commerce perceived SMMA. The current study also introduces the stimulus–organism–response model as a theoretical support to connect perceived SMMAs of e-commerce to customers’ loyalty via CEDs. This is supposed to be the first study to examine the impact of perceived SMMA on customer loyalty toward the e-commerce sites via CEDs in the e-commerce industry.

Abstract: This paper offers views on some current and future trends in marketing. The content is based on recent literature and on what is happening in the business world. The paper is based on secondary data. The paper is based on extant literature and internet sources. The various articles, researches, reports, newspapers, magazines, various websites and the information on internet have been studied. We experience a radical change in India towards the digitalization. The consumer are looking and searching more on internet to find the best deal form the sellers around India as compared to traditional or conventional methods. In this study, we acknowledged that businesses can really benefit from Digital Marketing such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, e- commerce marketing, campaign marketing, and social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, optical disks and games and are becoming more and more common in our advancing technology. It is demonstrated that we all are connected through whatsapp and facebook and the increasing use of social media is creating new opportunities for digital marketers to attract the customers through digital platform. Awareness of consumer’s motives is important because it provides a deeper understanding of what influences users to create content about a brand or store. Digital marketing is cost effective and having a great commercial impact on the business. Based on this study, it can further be argued that knowing which social media sites a company’s target market utilizes is another key factor in guaranteeing that online marketing will be successful. The effectiveness of Internet marketing with respect to different business can be analyzed. The study can further be extended to compare the internet marketing techniques with specific to various businesses. Keywords: - Internet, Marketing, Digitization, Social Media, Marketing Trends, Digital Marketing

In the rapidly evolving digitalised era organisations and businesses are proactively adopting technological developments and innovative relationships in the marketing sphere. The literature of the study revolves around the key aspects of e-marketing strategies and customer loyalty, marketing influencers in social network, digital marketing and buyer’s behaviour of youth, social media campaign in customer buying pattern, social media network and viral marketing for reinventing effective marketing strategies in the marketing arena. The paper focuses to gauge the impact of social media marketing prospects in digital marketing domain. The study highlights on young population behavioural marketing decisions with an evaluation on the aspects on brand loyalty, perception & trust, and social media benefits on the buying attitudes. The research methodology is exploratory and data collection were done through primary methods through Likert Scaling technique method. The results of Path Analysis projected that the coefficients are positive and connected with Social Media Involvement and Buying Behaviour along with Usage and Influence and Buying Behaviours are mediated by varied factors. The paper highlights key issues of social media marketing strategies with the potential to influence and create opportunities to better understand customers making marketing decisions more effective with incentivise buying. The study upholds social media as an effective mechanism to accelerate new, innovative marketing methods and techniques in the business horizon in the days to come.

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia's economy by promoting economic equality, improving welfare, increasing foreign exchange, absorbing labor, and supporting the economy during crises, in today's digital era, platforms like e-commerce, social media, and digital marketing are essential for MSMEs, to overcome challenges such as limited capital and marketing inefficiency, expand their reach, and enhance brand awareness, ultimately contributing to economic growth. These community development activities aimed to empower MSMEs in rural areas, with a focus on supporting Cemilarupa, a local MSME, in enhancing its brand awareness and optimizing its use of digital platforms. The initiative involved a series of mentoring activities, including direct fieldwork, product photography assistance, and guidance in managing e-commerce and social media accounts. The primary goal was to help Cemilarupa improve its online presence and marketing strategies. As a result, the business experienced significant improvements in brand recognition, online marketing knowledge, market reach, and sales turnover. By effectively utilizing e-commerce and social media, the project addressed key challenges faced by MSMEs in the era of globalization and digitalization. This paper highlights the positive outcomes of the initiative for Cemilarupa’s development and provides insights into the effectiveness of community development strategies aimed at MSME empowerment.

De sidste 20 års diskussion af den kognitive økonomi er i dag afløst af diskussionen om udviklingen af en affektiv økonomi. Er det nye globale forretningsgrundlag blevet det immaterielle arbejde med at producere og regulere affekter? Gennem medier, markedsføring og management og i velfærdsopgaver som uddannelse, sundhed og social sikring. Opgaver, der i Norden i det 20. århundrede overvejende er blevet varetaget af kvinder i familierne og de offentlige institutioner.
 Artiklens udgangspunkt er Michael Hardts kombination af kritisk teori og poststrukturalistisk kønsforskning og beskriver, hvordan det affektive arbejde i dag organiseres globalt på måder, der grundlæggende udfordrer den nationalstatslige velfærdsorganisering. Ændrede politiske og økonomiske vilkår betyder nye muligheder for højtspecialiseret professionelt arbejde, der kan udvide menneskers livskapacitet næsten uendeligt, men også intensivering, prioritering og selektion af klienter.
 Fremtidens stridspunkt inden for velfærd bliver spørgsmålet om adgang til omsorg. Det 21. århundredes store spørgsmål bliver ikke frigørelse – at komme UD – men adgang – at komme IND – på de arenaer, hvor diverse dele af sind og krop kan udfoldes og udvikles. Hvem besidder de adgangstegn – koder og kort, diagnoser og diplomer – der giver mulighed for at modtage og udøve det excellente? Og hvem gør ikke? Liv og død bliver på nye måder en politisk beslutning.
 
 
 ENGELSK ABSTRACT:
 
 Katrin Hjort: Affective Labor and Access to Care 
 
 The last 20 years’ discussion of the cognitive economy has been sidestepped by a discussion of an affective economy. Are immaterial labor production and regulation affects in fields such as media, marketing and management and in welfare tasks as education, social security and health service the new platform for global business? In the Nordic countries these tasks have largely been carried out by women in families and public institutions as respectively informal and formal labor. This article draws on Michael Hardt´s combination of critical theory and poststructuralist gender research, and describes how affective work is organized globally today in ways that fundamentally challenge the organization of welfare at the national level. Changing conditions mean new opportunities for highly specialized professional work, which can extend the human life capacity almost indefinitely, but can also result in prioritization and selection of clients. The crucial issue for the future is “access to care”. The big question of the 21.century is not freedom – how to get OUT – but access – how to get IN – to the arenas where various parts of mind and body can be unfolded. Who has the access cards – codes and cards, diagnoses and diplomas – which allow them to receive and exercise the excellence? And who does not? Life and death are becoming political decisions in new ways.
 
 Key words: Affective work, affective economy, globalization in welfare, access to excellence.

In this day of cutting-edge technologies, social media is necessary for a business to remain competitive in the market. Social media may be used to manage and preserve close relationships with customers. This essay's goal is to investigate the various ways that social media aids in the development of management of client relationships. The importance of social media, as well as their use and development, are discussed. A key component of creating a CRM strategy is social media marketing. CRM focuses marketing strategy on the customer, whom it sees as the company's most important asset. Based on case studies and surveys, this essay explores the necessity of moving from standard CRM to social CRM. The researchers are interested in how CRM may develop with social media because social CRM is a relatively new field. The report emphasizes practical examples of how companies can use social media to increase sales and profitability, develop marketing, draw in new customers, maintain them, and develop loyal ones.

  Abstract:  This study explores the impact of e-marketing on consumer buying behavior, emphasizing the role of digital channels in shaping customer interactions and decision-making. E-marketing, which includes strategies like digital advertising, website design, social media influence, and personalization, is pivotal in modern business practices. The research examines various digital marketing strategies and their effectiveness in building and maintaining strong customer relationships. Through a survey of 60 respondents, the study identifies key factors such as price transparency, personalized recommendations, and social media engagement as crucial for enhancing customer satisfaction and loyalty. The findings suggest that businesses should focus on these areas to optimize their e-marketing efforts. The study also acknowledges limitations including sample size and geographic focus, and suggests directions for future research to explore broader and more diverse consumer behavior trends    

This study aims to see how the use of information technology, especially social media and online applications, supports the emergence of this business. The research method in this study uses a qualitative approach and uses a phenomenological methodology through in-depth interviews to see the experience of one of the home-based online business entrepreneurs who built their business during the Covid 19 pandemic. The informant in this study was a 32-year-old woman with a bachelor's degree in economics. informants know quite a lot about marketing techniques. The results show that the most important use of social media is to create electronic word of mouth which is the backbone of the success of home-based online business marketing. Age is also a determining factor in operating an online-based business using this information and communication technology. So, it can be concluded that the use of communication information technology is the main key to the creation of online home-based businesses that were born during the Covid 19 pandemic. Social media, online motorcycle taxi applications, e-commerce are very helpful for home-based online businesses to run their business during the Covid pandemic. 19.

The development of technology and information has had a significant impact on the business world, especially through the use of the internet as a means of information and communication. E-commerce is a major business trend today, enabling expanded marketing and increased profits for business people. Effective marketing is the key to success in business, with a focus on retaining customers and meeting their expectations. The use of the internet and digital technology has made it possible to sell goods and services online through various platforms, including online shops, social media and websites. Previous research shows that the application of e-commerce in marketing products such as local crafts and snacks has succeeded in increasing competitiveness and sales. Case studies on Small, Micro and Medium Enterprises (MSMEs) also highlight the importance of using web-based media to increase product promotion and sales. In this context, further research was conducted to explore the potential of online marketing for MSME businesses, with a focus on developing a web-based online shop for Ganepo cracker products. It is hoped that the results of this research can contribute to improving the understanding and practice of online marketing for MSME players, as well as expanding the reach and knowledge of their products in the digital market

The presented study explores the nature of factors that facilitate the purchase of “green milk”, which serves as the most appropriate term for defining environmental and organic milk of animal and vegetable origin.Aim. The study aims to identify factors that affect the indicators of disposition towards purchasing green milk.Tasks. By summarizing previous studies, the authors put together a set of factors influencing green consumer behavior, conduct an empirical assessment of the impact of these factors, and specify the criteria for facilitating an environmental perception of food products by the consumer.Methods. This study is based on empirical quantitative-qualitative research. Its qualitative section involves a series of semi-structured interviews aimed at gaining insights. The quantitative section is processed in IBM SPSS 23.0 using а regression analysis. Alpha level 10 % is chosen as the p-value. The respondents are selected using the snowball method with allowance for the niche component. Some respondents are micro-influencers running their own blogs, active on social media, and managing digital communities. From the age perspective, the respondents include millenials living in the capital of the Russian Federation (born in 1982-2000, according to V.V. Radaev) [1]. According to Nielsen, the consumption of organic products by millenials increased by 14 % in 2018, which makes them the fastest growing consumer segment in the eco-market. Moscow accounts for 70% of the Russian ecomarket [2]. Based on the above, the examined group of respondents can be regarded as innovators and early supporters of the emerging green milk market.Results. Literature analysis reveals factors that could potentially affect green consumer behavior. The constructed regression model shows health concerns to be the main motive for buying green products. Despite certain difficulties in distinguishing between the terms “ecological” and “organic” in the context of the topic, it is established that milk (of vegetable and farm origin) can be both ecological and organic. The majority of consumers of these products are women. The key factors that consumers pay attention to when choosing environmental or organic food products are ingredients and eco-labels.Conclusions. Based on the obtained results, marketers working with green products should focus on their health benefits. Ingredients and eco-labels are the key criteria for identifying a product as green. Therefore, it is necessary to provide information about the health benefits of the ingredients on the packaging, and it also advisable to put an eco-label. The results of the study make it obvious that consumers cannot tell the difference between official and non-official certification marks on green products. Thus, such words as green, organic, vegan, eco may not increase sales, but will help define the product as green. When developing a marketing communication strategy, it is necessary to keep in mind that women are the target audience in most cases. A potential business opportunity that deserves attention is organic products for men’s health, which will help to differentiate a new product.

Customers turn to social media to find brands and make purchases from them. This study attempts to investigate the impact of social media on customer behavior using a quantitative approach to obtain a deep understanding of this phenomenon. An online questionnaire was distributed to the listed small businesses in Hyderabad, Telangana State, India via their emails. Data of self-administered questionnaire of small businesses for 197 participants were accomplished. Descriptive and inferential statistics are applied to the variables under study. Direct Connect, Trust, Customers' Satisfaction, Interaction, Customers' Value and Customers' Preferences are used as determinants of Customer Behavior in this study. Confirmatory Factor Analysis, Discriminant Validity and Hypothesis testing are used in the practical analysis to examine the impact of social media on the determinants of customer behavior. The results show that social media has a positive significant impact on the all involved variables (constructs) i.e., Direct Connect, Trust, Customers' Satisfaction, Interaction, Customers' Value and Customers' Preferences. Obviously, small businesses still have a need to gain more knowledge about how to engage social media into their marketing strategies. Key Words: Social Media, Customer Behavior, Small Businesses, Direct Connect, Trust, Customers' Satisfaction, Interaction, Customers' Value and Customers' Preferences.