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Journal articles on the topic 'Messenger marketing'

Author: Grafiati

Published: 28 May 2022

Last updated: 30 July 2025

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1

Hofer-Fischer, Sigrid, Dietmar Kremmel, and Franziska Weis. "Messenger Marketing." WiSt 2022, no. 4 (2022): 45–48. https://doi.org/10.5281/zenodo.6524122.

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Obwohl Messenger im privaten Bereich weit verbreitet sind und deren Nutzung im geschäftlichen Kontext viele Vorteile für das Kundenbeziehungsmanagement bietet, werden sie von Unternehmen bislang nur zögerlich eingesetzt. Dabei eröffnet Messenger Marketing einzigartige Möglichkeiten für eine direkte, schnelle und zeitgemäße Form der Kundenkommunikation.

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Semenіuk, Svitlana. "Messenger-marketing as a new level of communication with the client." Socio-Economic Problems and the State 25, no. 2 (2021): 448–56. http://dx.doi.org/10.33108/sepd2022.02.448.

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The article develops the theoretical and methodological principles of messenger marketing, forms its scheme and proposes the main stages for use in the practice of business entities. It is noted that messenger marketing has become a trend in recent years and involves the use of messenger tools to better interact with the target audience to promote the company or its products and services. As a messenger tool, you can consider a wide selection of content that should be sent to users: videos, images, texts, animations, etc. In Ukraine, the most popular messengers are Viber, Facebook Messenger, S

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Maranchak, Mykola. "Messenger Marketing as a Direction of the Company Online Reputation Management (ORM)." Ukrainian Journal on Library and Information Science, no. 7 (June 4, 2021): 115–26. http://dx.doi.org/10.31866/2616-7654.7.2021.233318.

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The article is devoted to the substantiation of messenger marketing as an independent direction and a specific tool in the management of the company’s online reputation (Online Reputation Management – ORM). On the basis of the empirical method of the included observation (five-year author’ experience of practical activity on online marketing), the analysis of professional materials on a research subject, studying of the content of official messengers’ blogs and features of messengers’ functioning, the expediency of messenger marketing separation has been justified, the concepts of “Messenger R

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Maranchak, Mykola. "Messenger Marketing as a Direction of the Company Online Reputation Management (ORM)." Ukrainian Journal on Library and Information Science, no. 7 (June 4, 2021): 115–26. https://doi.org/10.31866/2616-7654.7.2021.233318.

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The article is devoted to the substantiation of messenger marketing as an independent direction and a specific tool in the management of the company’s online reputation (Online Reputation Management – ORM). On the basis of the empirical method of the included observation (five-year author’ experience of practical activity on online marketing), the analysis of professional materials on a research subject, studying of the content of official messengers’ blogs and features of messengers’ functioning, the expediency of messenger marketing separation has been justified

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Hofer-Fischer, Sigrid, Dietmar Kremmel, and Franziska Weis. "Messenger Marketing." WiSt - Wirtschaftswissenschaftliches Studium 51, no. 4 (2022): 45–48. http://dx.doi.org/10.15358/0340-1650-2022-4-45.

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БЕЗРОДНАЯ, Л. В., and О. А. ПИТЬКО. "PERSPECTIVES OF USING MESSENGER MARKETING." Экономика и предпринимательство, no. 12(149) (May 21, 2023): 1448–50. http://dx.doi.org/10.34925/eip.2022.149.12.287.

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Данное исследование посвящено анализу перспектив использования мессенджер-маркетинга в стратегии интернет-маркетинга компании. Сделан акцент на сущностные характеристики мессенджеров, обеспечивающих их высокий коммуникативный потенциал и востребованность для бизнес-продвижения. Авторы обосновывают необходимость пересмотра интернет-стратегий в связи с перераспределением аудитории между ведущими социальными сетями и мессенджерами, анализируют сложности, возникающие при переходе на новые площадки при реализации мультиплатформенной маркетинговой стратегии. This study analyzes the prospects of the

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Mehta, Reena, Jose Verghese, Shriya Mahajan, et al. "Consumers’ behavior in conversational commerce marketing based on messenger chatbots." F1000Research 11 (June 13, 2022): 647. http://dx.doi.org/10.12688/f1000research.122037.1.

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Background: The increasing penetration of smartphones and the Internet in developing countries caused the rise of e-retail. Conversational commerce is highly increasing via interaction through messengers. To extract the benefits of both trends, companies have adopted messenger chatbots. These chatbots use Artificial intelligence and natural language processing to give live responses to the customer and assist online shopping on the messenger interface. This research aims to discover the factors that affect the use of messenger chatbots and their influence on attitude and behavior intention. Me

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Bii, Mercy Kaari, Alfred Bett, Lydia Langat, and Janet Kimeto. "Messenger Marketing Platforms and Performance of Tour Operating Companies in Kenya." East African Journal of Business and Economics 7, no. 1 (2024): 88–98. http://dx.doi.org/10.37284/eajbe.7.1.1849.

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Messenger marketing is part of global digital trend that acts as a new avenue for tour firms to adopt based on convenience in interaction, ability to reach more audiences and collaboration with customers. The study aimed to examine the effect of messenger marketing on performance of tour operating companies in Kenya. The study was anchored on diffusion innovation theory. Cross-sectional and correlational research design were utilized. The study applied census approach to a target population of 212 general managers of tour operating companies. Online and physical questionnaires were used to col

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Yulianto, Mochamad Rizal, Suhartono Suhartono, and Ronny Ronny. "The Effect of Viral Marketing on Blackberry Messenger Applications on Customer Satisfaction Through Purchasing Decisions on University Students in Sidoarjo." JBMP (Jurnal Bisnis, Manajemen dan Perbankan) 4, no. 2 (2018): 122–35. http://dx.doi.org/10.21070/jbmp.v4i2.1988.

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The purpose of this study is to examine the effect of viral marketing on Blackberry Messenger applications on customer satisfaction through purchasing decisions on university students in Sidoarjo. This research hypothesis states that viral marketing affect customer satisfaction through purchasing decisions. This research data was collected by questionnaires distributed to 180 respondents in several universities in Sidoarjo. From the data obtained then tested the validity test, reliability test and structure equation model analysis using the SmartPLS statistical application. The results of this

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Dobrinićč, Damir, Iva Gregurec, and Dunja Dobrinić. "Attitudes of Croatian Consumers About Mobile Messenger Chatbots." Journal of information and organizational sciences 45, no. 2 (2021): 579–99. http://dx.doi.org/10.31341/jios.45.2.13.

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This paper aims to investigate Croatian consumers' attitudes about mobile messenger chatbots (MMC) and their propensity to use them. The proposed conceptual model is based on the Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT). The research was conducted through an anonymous survey questionnaire available on the social network Facebook. The empirical research results show that perceived usefulness, perceived ease of use, compatibility, and attitude towards mobile advertisements are statistically significantly related to attitude towards mobile messenger chatbots. No neg

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КИРИЛОВА О.В., КИРИЛОВА О. В. "EXPERIENCE IN USING THE VIBER MESSENGER WHEN ORGANIZING A DIRECT CHANNEL FOR THE SALE OF DAIRY PRODUCTS BY FARMS." Экономика и предпринимательство, no. 4(165) (June 25, 2024): 1293–96. http://dx.doi.org/10.34925/eip.2024.165.4.260.

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В статье проведены результаты полевых исследований использования мессенджеров при организации прямого канала реализации продукции молочного скотоводства фермерскими хозяйствами. Была исследована активность пользователей приложений на региональном уровне в разрезе муниципальных образований. Оценка маркетинговой метрики электронной коммерции через мессенджер, которую клиенты тратят за одну транзакцию стал основным показателем эффективности. The article presents the results of field studies of the use of messengers when organizing a direct channel for the sale of dairy products by farms. The acti

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Pratama, Carolina Algista Zahra, Reni Shinta Dewi, and Andi Wijayanto. "Pengaruh Viral Marketing terhadap Keputusan Pembelian Sunscreen Wardah melalui Brand Awareness sebagai Variabel Intervening (Studi pada Mahasiswa Universitas Diponegoro Semarang)." Jurnal Ilmu Administrasi Bisnis 11, no. 1 (2022): 59–69. http://dx.doi.org/10.14710/jiab.2022.33406.

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The industrial era 4.0 causes tough competition in the business, which needs to be more aggressive in marketing on social media, such as through Viral marketing. Sunscreen Wardah has tried to do viral marketing in order to increase consumer brand awareness, but it has not had a specific effect on sales of these products. So by looking at the existing problems, this research was conducted with the aim of knowing the Effect of Viral Marketing on Wardah Sunscreen Purchase Decisions through Brand awareness as an Intervening Variable which was tested based on variables but was described through the

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Ahn, Yunjeong, and Jieun Lee. "The Role of Anthropomorphic Messengers in Sustainable Participatory Corporate Social Responsibility: Focusing on Messenger’s Facial Expression and Participation Effort." Sustainability 13, no. 8 (2021): 4365. http://dx.doi.org/10.3390/su13084365.

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This study examines the role of participation effort, focusing on the effect of anthropomorphic messengers’ facial expression on consumers’ perception in the context of corporate social responsibility (CSR). CSR activities requiring consumer participation can elicit their positive responses. Although companies’ interests in participatory CSR are increasing, academic interests in this area are still insufficient. Existing studies have not provided clear results on the effective level of participation effort and its effect on consumers’ perception of CSR activities. In this context, we conducted

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Handaruwati, Indah, and Adhita Maharani Dewi. "Pengaruh Viral Marketing Melalui Instagram Terhadap Minat Beli Produk Camilan Khas Daerah Secara Online." BBM (Buletin Bisnis & Manajemen) 4, no. 2 (2018): 125. https://doi.org/10.47686/bbm.v4i2.158.

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This research will examine the Influence of Viral Marketing Through Instagram which consists of Messenger, Message and Environment Toward the Interest of Buy Typical Local Snack Products. The purpose of this study to describe the activities of SMEs regional snack products in promoting their products through the media instagram. Promotion through social media instagram visual displays are expected to attract interest to buy snack products. This study uses questionnaires as a research instrument to obtain data from consumers of regional snack products in Instagram. In this study the respondent's

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Lestari, Anisa Citra, and Meylani Tuti. "Using Technology to Increase Sales: Influencer Marketing and Viral Marketing." Jurnal Sosioteknologi 23, no. 1 (2024): 120–32. http://dx.doi.org/10.5614/sostek.itbj.2024.23.1.9.

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Companies need to boost sales to draw in clients and influence their purchase decisions at a time when business rivalry is becoming fiercer. As technology develops, many businesses develop new ideas to boost sales through more effective digital marketing, such as viral and influencer marketing tactics. In addition, companies need to use technology strategically to modify their marketing campaigns based on the tastes and actions of their target audience. This study will ascertain how taste, influencers, and viral marketing affect consumer decisions. The people who shop at Roti Keset Condet are

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Tanner, Nick. "Viewpoint - Manipulator or Messenger?" International Journal of Market Research 51, no. 5 (2009): 577–78. http://dx.doi.org/10.2501/s1470785309200827.

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Tanner, Nick. "Viewpoint - Manipulator or Messenger?" International Journal of Market Research 51, no. 5 (2009): 1–3. http://dx.doi.org/10.1177/147078530905100510.

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Nick Tanner addresses the issue of market research being used for promotional and public relations’ purposes, rather than purely finding the truth. He argues that the research industry's stock response to such criticism - blaming journalists and the media - is insufficient on its own and it should do more to defend and safeguard its reputation.

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Casimiro, Anne Valerie, Cathleen Chua, Dominique Earl Pasquin, and Jun R. Grimaldo. "The Relationship of Facebook Messenger Marketing to the Purchasing Intention of the Consumers of Philippine MSMEs." Journal of Business and Management Studies 4, no. 2 (2022): 262–76. http://dx.doi.org/10.32996/jbms.2022.4.2.21.

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Philippines, as the social media capital of the world, has the highest social media usage rate, with over 60% higher than the average rate for other countries and which amounts to an average of 11 hours of usage per day, as of 2021. Compared to over 9 hours per day last 2019, it is evident that the pandemic caused a spike in the statistics since more people are on their phones while staying at home. From the start of the pandemic, the use of social media platforms including Facebook Messenger for marketing product and service offerings from MSMEs has also increased. The restrictions brought up

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Frolova, Anna Sergeevna, and Viktoriya Antonovna Dainekova. "DIGITAL TOOLS OF BOOK AND READING PROMO-TION ON THE RUSSIAN BOOK MARKET." Вестник Восточно-Сибирского государственного института культуры 160 (October 17, 2023): 99–107. http://dx.doi.org/10.31443/2541-8874-2023-2-26-99-107.

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The article characterizes a set of applied tasks for the formation of consum-ers’ preferences, influence on consumer choice and stimulation of buying activ-ity on the Russian retail market of publishing production solved by the domes-tic firms in the context of internetization of marketing communications with the help of digital tools (including «book» blogs, experts’ recommendations, «literature» podcasts, mobile services and apps, interactive web advertising, «book» challenges, messenger marketing, contextual online advertising).

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Wood, Natalie T., Michael R. Solomon, and Basil G. Englis. "Personalisation of online avatars: is the messenger as important as the message?" International Journal of Internet Marketing and Advertising 2, no. 1/2 (2005): 143. http://dx.doi.org/10.1504/ijima.2005.007509.

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Karina Andira Putri, Vega, Cendera Rizky Anugrah Bangun, Daniel Susilo, Agus Kustiwa, and Ariel Barlian Obadyah. "Analysis of celebrity endorsement usage trends: a systematic literature review." Jurnal Kajian Media 7, no. 1 (2023): 001–12. http://dx.doi.org/10.25139/jkm.v7i1.6710.

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This systematic literature review aims to analyze studies on the use of endorsement marketing by celebrities. The data comes from several sources from Crossref collected between 2020 and 2022. Keywords used include "Social Media Marketing," "Endorsement Marketing," and "Celebrity Endorsement." From this search process, fifteen articles related to the topic were found. The results show that the source attractiveness and credibility model is a model that brands trust to have an effective impact because the determining factor for the success of celebrity endorsement lies in the source or messenge

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Grabelnikov, Alexander A., and Zheyuan Ye. "The Process of Adapting Content of the Online Newspaper Lenta.ru Towards the Social Media Space." RUDN Journal of Studies in Literature and Journalism 27, no. 1 (2022): 189–99. http://dx.doi.org/10.22363/2312-9220-2022-27-1-189-199.

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Currently, online newspapers whose activities meet journalistic standards are forced to adapt quite quickly to the rapidly developing digital environment. This is primarily due to the transition of the majority of the readership to the space of social networks and messengers, acting today as news providers. In the current situation, media editors have to master new, unusual strategies and technologies for presenting news content. The purpose of the study is to identify the features of the process of transformation of the communication structure of the mass media to the space of social networks

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Grabelnikov, Alexander A., and Zheyuan Ye. "The Process of Adapting Content of the Online Newspaper Lenta.ru Towards the Social Media Space." RUDN Journal of Studies in Literature and Journalism 27, no. 1 (2022): 189–99. http://dx.doi.org/10.22363/2312-9220-2022-27-1-189-199.

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Currently, online newspapers whose activities meet journalistic standards are forced to adapt quite quickly to the rapidly developing digital environment. This is primarily due to the transition of the majority of the readership to the space of social networks and messengers, acting today as news providers. In the current situation, media editors have to master new, unusual strategies and technologies for presenting news content. The purpose of the study is to identify the features of the process of transformation of the communication structure of the mass media to the space of social networks

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Gumilar, Rizky Ajie, Abdullah Ramdhani, and Hilman Rismanto. "Analisis Viral Marketing dan Costumer Value terhadap Keputusan Pembelian Tekun.id." Journal of Knowledge Management 15, no. 2 (2021): 83. http://dx.doi.org/10.52434/jkm.v15i2.3131.

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Penelitian ini membahas mengenai viral marketing & customer value, yang diduga mensugesti keputusan pembelian dalam Tekun.id. Penelitian ini, mengenai variabel viral marketing diukur dengan dimensi messenger, message, & environment. Mengenai variabel customer value diukur dengan dimensi emotional value, social value, quality/performance value, & price/value of money. Sedangkan mengenai variabel keputusan pembelian diukur melalui dimensi pilihan produk, pilihan merek, pilihan lokasi penyalur, saat pembelian, jumlah pembelian, metode pembayaran. Penelitian ini memakai metode deskript

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Sukri, Sukri, and Diki Arisandi. "Analisa Pembeli Kuliner Terhadap Pembaharuan Informasi Melalui Media Sosial Di Kota Pekanbaru." Jurnal RESTI (Rekayasa Sistem dan Teknologi Informasi) 1, no. 2 (2017): 122–30. http://dx.doi.org/10.29207/resti.v1i2.42.

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Micro Small and Medium Enterprises for Culinary product can easily found in Pekanbaru. One of the business strategies to sell the culinary product was by using social media such as Facebook, twitter, instagram, WeChat, Blackberry Messenger, Whatsapp, etc. This strategy was called as online marketing. Online marketing is considered more efficient and effective, also can be done anywhere. This Research is discussed about the analysis of culinary customers on the renewal of information through social media by using SEM approach. The variables used in the research are updating of information, buye

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Klyuchak, Margarita Yu, and Elina Yu Novikova. "Telegram messenger as an effective means of interpreter’s self-presentation." Current Issues in Philology and Pedagogical Linguistics, no. 2 (June 25, 2024): 30–4. http://dx.doi.org/10.29025/2079-6021-2024-2-30-42.

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The article is devoted to the study of online discourse as a means of a communicative personality’s self-presentation. The paper focuses on the study of the translator’s personal blog in the Telegram messenger, which is considered to be the most effective resource in terms of multidirectional communication, profession popularization and self-presentation in social networks. The authors managed to substantiate the marketing potential of a translation blog on Telegram, through which not only interpersonal interaction between professional translators takes place, but also socialization in the Int

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Borden, D. Scott, and L. Suzanne Suggs. "Strategically Leveraging Humor in Social Marketing Campaigns." Social Marketing Quarterly 25, no. 3 (2019): 193–208. http://dx.doi.org/10.1177/1524500419854068.

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Classic and social marketing research has described some of the benefits of using humor. However, while these studies have strongly recommended the strategy, little has been reported on why practitioners have, or could, leverage humor to reach campaign goals. Addressing this need, the use of humor in 15 social marketing campaigns was investigated. Three of these campaigns were selected, aiming to promote water-efficient behavior, and examined in greater depth to highlight findings. Campaign planners were interviewed to understand their choice in strategy, objectives of their campaigns, and res

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Nugroho, Dwi Agus, Muinah Fadhilah, and Agus Dwi Cahya. "The Impact of Brand Image on Purchasing Decisions on 3 Second Brand Products." Jurnal Ekonomi dan Bisnis 25, no. 2 (2024): 223. http://dx.doi.org/10.30659/ekobis.25.2.223-232.

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This study aims to determine whether product design and content marketing variables affect purchasing decisions on products from 3Second brands with brand image as an intervening variable. This study took samples from consumers who were in the Special Region of Yogyakarta. The sampling method is non-probability, and the sampling technique uses purposive sampling. Data collection was done through a messenger with questionnaires sent via Whatsapp. The number of respondents processed was 105 respondents and the data was analyzed using SPSS. The results showed that the variables of product design,

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Krisna Aji, Imanuel Deny, Hilda Yunita Wono, Kuncoro Dewi Rahmawati, Gabriela Laras Dewi Swastika, Monika Teguh, and Dheandra Mutiara Kayana. "USAHA CATERING OKE LA BEB GO ONLINE." JPM17: Jurnal Pengabdian Masyarakat 5, no. 01 (2020): 59–65. http://dx.doi.org/10.30996/jpm17.v5i01.3252.

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Made Subdistrict of Sambikerep, Surabaya is an area that is very close to Ciputra University campus building complex which is only about 3 km away. The large number of migrants living in the area ranging from those who work in offices and students is a huge opportunity for residents of the Made Subdistrict to open catering business. This was the main reason underlying Ms. Alfiah to open a heavy food supply business. Ms. Alfiah is a housewife who loves cooking. Come from Lamongan Regency and has lived in the Made Subdistrict area for quite a long time. The problems faced by the business partner

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Barnett, Miya L., Natalie A. Bernal, and Berta Erika Luis Sanchez. "Direct-to-Consumer Marketing for Parent-Child Interaction Therapy: Impact of Language and Messenger." Journal of Child and Family Studies 29, no. 1 (2019): 71–81. http://dx.doi.org/10.1007/s10826-019-01575-6.

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Kare, Shivani. "Smart Unary Multilevel Marketing." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 05 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem34317.

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The "Raksham" project stands as a cutting-edge Unilevel Marketing platform meticulously engineered to promote and distribute Raksham Ayurvedic health-conscious products. Harnessing a sophisticated amalgamation of HTML, CSS, JavaScript, MySQL, and PHP technologies, Raksham orchestrates a seamless and intuitive interface for interactions between distributors and end-users, redefining the paradigm of online marketing and sales. The Admin Portal emerges as the nerve center of Raksham, furnishing distributors with an array of powerful tools and features to streamline their operations. These include

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Dawam, Aulia, and Ruski Ruski. "Optimalisasi Integrated Digital Marketing dalam Strategi Pemasaran Home Industry di Desa Bandang Daja Kecamatan Tanjung Bumi." Jurnal Pendidikan dan Kewirausahaan 10, no. 2 (2022): 483–99. http://dx.doi.org/10.47668/pkwu.v10i2.403.

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Penelitian ini bertujuan untuk mengetahui optimalisasi integrated digital marketing dalam strategi pemasaran home industry di Desa Bandang Daja Kecamatan Tanjung Bumi. Populasi pada penelitian ini adalah seluruh pengusaha home industry yang berada di desa Bandang Daja dan terkena dampak perekonomian dari adanya pandemi COVID 19 saat ini yang berjumlah sekitar 10 pengusaha. Hasil penelitian menunjukkan bahwa kedepannya setiap home industry yang berada di desa Bandang Daja memilih kelompok segmentasi demografis, psikografis, dan perilaku konsumen dalam digital marketing dan tidak hanya memilih s

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Arga Arya Ahmadil Awal, Arifin S, and Kamiruddin. "Analysis of Competitive Strategy of Brown Sugar Makers in Marketing Based on Sharia Economic Perspective (Case Study of Brown Sugar Entrepreneurs in Amali District)." Journal of Media, Sciences and Education 3, no. 4 (2024): 7–14. https://doi.org/10.36312/jomet.v3i4.77.

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This research aims to analyze the competitive strategies of brown sugar producers in marketing within Amali District, Bone Regency, and to review these strategies from an Islamic economic perspective. The research method used is qualitative with a case study approach. Data collection was carried out through observation, interviews, and documentation. The results show that brown sugar producers in Amali District implement various competitive strategies in marketing, focusing on product quality, good service, and the application of comprehensive marketing concepts. They use the 4P marketing mix

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Kovalchuk, Marina, and Alexandr Remezov. "Analysis of the effectiveness of messenger marketing as an actual way to increase sales against the background of the growing popularity of messengers." Theoretical economics, no. 12 (December 30, 2024): 67–75. https://doi.org/10.52957/2221-3260-2024-12-67-75.

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The article considers a personalized approach to the organization of the educational process as one of the factors of increasing competitiveness in the labor market. The analysis of the concepts of «digital economy», «digital transformation of education» is given, modern trends in these processes are highlighted, which are prerequisites for the emergence of personalized learning. The tasks expected to be solved in the field of education against the background of the changing socio-economic situation are studied. The definition and characteristic features of personalized learning are given. The

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PANCHENKO, VOLODYMYR, and ROSTYSLAV BARAN. "PERSPECTIVE AREAS AND DIRECTIONS OF DEVELOPMENT OF THE UKRAINE TOURIST SECTOR WITH THE APPLICATION OF MODERN MARKETING TOOLS." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 298, no. 5 Part 1 (2021): 76–81. http://dx.doi.org/10.31891/2307-5740-2021-298-5(1)-13.

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The article summarizes the features of world tourism development in the context of strengthening globalization processes. It is determined that in the conditions of globalization tourist enterprises should not only improve the existing components of the marketing complex, but also look for innovative areas of strategic development of the effectiveness of the management of the Internet marketing system. The perspective spheres and directions of development of the system of Internet marketing of the enterprises of tourism of Ukraine are systematized. The influence of the development of digital t

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Nuryati, Marita Sri, and Efri Syamsul Bahri. "Optimizing Digital Marketing Platform for the Success of Asnaf Entrepreneurs." ITQAN: Journal of Islamic Economics, Management, and Finance 1, no. 1 (2022): 36–42. http://dx.doi.org/10.57053/itqan.v1i1.3.

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The COVID-19 pandemic has had an impact on the global economy. One entity that is affected by the household economic sector is Asnaf Entrepreneurs. To overcome this problem, the managing entity of Asnaf Entrepreneurs needs to facilitate digital marketing to help its success. This study aims to identify digital marketing platforms that can succeed as Asnaf Entrepreneurs and their optimization strategies. This study is qualitative research with a descriptive approach. Data and references were obtained from literature studies. The analysis was done descriptively and content analysis. The study re

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Balcon Gozme, Anabeth Estefani, and Allison Celida Veronica Hernandez Palacios. "Aplicación del marketing digital al posicionamiento en un colegio privado." Innovación Empresarial 3, no. 2 (2023): e26. http://dx.doi.org/10.37711/rcie.2023.3.2.26.

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Objetivo. El presente trabajo de investigación tuvo como propósito evidenciar la existencia de una correlación entre el marketing digital enfocado en las plataformas digitales más populares y el posicionamiento de una institución educativa particular. Métodos. La metodología utilizada fue de tipo aplicada, correlacional y de corte transversal. Se aplicó una encuesta a 104 padres de familia de una institución educativa, con el fin de demostrar la hipótesis alterna. Resultados. Los resultados demostraron un nivel correlación positivo considerable, con una rho = 0,605; además, arrojó que aquella

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Armstrong, Christine, Alicia Kulczynski, and Stacey Brennan. "For all to see: social risk and observable complaining on Facebook." European Journal of Marketing 56, no. 1 (2021): 31–71. http://dx.doi.org/10.1108/ejm-07-2020-0517.

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Purpose Online consumer complaint behaviour that is observable to other consumers provides the firm with an opportunity to demonstrate transparency and service quality to the public eye. The purpose of this paper is to assist practitioners with a strategy to increase perceived accommodativeness in complaint management on social media and reduce the social risk associated with online consumer complaint behaviour using a social exchange theory perspective. Design/methodology/approach Six online experiments with 1,350 US Facebook users were conducted to investigate the effect of supportive and no

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De Leon, Rhen Iman, Janea Ysabel Diaz, Audrie Kabelan, Shaira Salvador, and Devorah Torres. "Challenges and Strategies in Digital Marketing of Microentrepreneurs During the Covid-19 Pandemic." Business Fora: Business and Allied Industries International Journal 1, no. 1 (2024): 16–23. http://dx.doi.org/10.62718/vmca.bf-baiij.1.1.sc-0124-010.

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Digital marketing plays a pivotal role in expanding products and organizations, especially amidst the challenges posed by the COVID-19 pandemic. This study aimed to analyze the marketing challenges faced by microentrepreneurs and how digital marketing strategies alleviated their businesses during the Covid-19 pandemic. Thirty-one microentrepreneurs from the City of Imus, Cavite, participated in the study, providing information as to their demographic profiles, digital marketing strategies, and challenges encountered. The researchers employed purposive sampling and utilized a descriptive-correl

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Maziy, Nataliia. "The main tools of internet marketing in public administration in the conditions of global digitalization." Democratic governance 32, no. 2 (2023): 91–102. http://dx.doi.org/10.23939/dg2023.02.091.

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Formulation of the problem. The year 2020 convinced the whole world that the Internet is one of the best channels for transmitting information, selling goods and providing services, because thanks to its use, a certain part of businesses avoided bankruptcy, and some companies were able to increase sales and, most importantly, meet the needs of almost all spheres of life in society in crisis conditions. Global digitalization has opened up new opportunities for interaction for business and society in general, has given impetus to new forms of cooperation, which determines the relevance of resear

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Supardin, Harno, Ramdan Satra, Muh Arfah Asis, and Ming Foey Teng. "Comparison Analysis of Digital Forensic Tools on Instagram Messenger using The National Institute of Standards and Technology (NIST) Method." Bulletin of Social Informatics Theory and Application 6, no. 1 (2022): 65–75. http://dx.doi.org/10.31763/businta.v6i1.534.

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Technological developments from time to time are very rapid, one of which is the development of smartphones which are always evolving in terms of operating systems, features, specifications, and applications. Today's increasingly sophisticated technology has become an important part of people's lives, some activities of people's lives can be carried out by utilizing technology, including committing crimes in cyberspace. One of the most widely used social media applications is Instagram. Instagram messenger causes cybercrime, pornography, fraud and cyberbullying. This study aims to compare the

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Putri, Nuzulul Kusuma, and Ernawaty Ernawaty. "Viral marketing content for Universal Health Coverage campaign in Indonesia." International Journal of Pharmaceutical and Healthcare Marketing 14, no. 1 (2019): 21–36. http://dx.doi.org/10.1108/ijphm-07-2017-0041.

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Purpose Today, viral marketing is popular as a highly effective marketing strategy with a low cost for mass targeting. This is suitable for the Universal Health Coverage campaign which seeks to attract the whole nation’s population to voluntarily register with social health insurance. It uses the target market itself as a weapon and the marketing content as a bullet. This study aims to determine the exact viral marketing content for the Universal Health Coverage campaign in Indonesia. Design/methodology/approach Viral marketing content is formulated based on the feelings of the target market t

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Radygina, Evgeniya G. "Marketing relations in online advertising." Economic Consultant 36, no. 4 (2021): 33–41. http://dx.doi.org/10.46224/ecoc.2021.4.4.

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Introduction. The relevance of the research is due to the fact that the model of communication between customers and suppliers within the online space has long influenced all marketing stages in the introduction of goods and services, starting with customer awareness, attitudes towards customers, soliciting potential customers to testing new products, sales, and customer retention. The purpose of the research is to identify features of the Internet as a space of marketing relationships and formulate the principles of interaction with users. Materials and methods. The reviewed sources included

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Sung, Hye Jin, Hyun Young Kim, and Meehee Cho. "How Can TV Food Programs Be Used as an Effective Restaurant Marketing Tool? An Extension of ELM with Perceived Risk." Sustainability 12, no. 17 (2020): 7131. http://dx.doi.org/10.3390/su12177131.

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In today’s modern society, television (TV) food programs exert significant influence in the domestic and international foodservice market. This study applied the elaboration likelihood model (ELM) to examine the information processing and decision-making activities of restaurant customers related to TV food shows that they watched. The ELM was expanded and tested by including perceived risk as a factor influencing attitude towards a restaurant. A total of 347 responses obtained from Korean residents, who had obtained information delivered by a messenger in a TV program and had subsequently vis

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Rimóczi, Csilla, and Emese Kozik. "Influencerek hatása a Z-generáció fogyasztási szokásaira – feltáró kutatás." Jelenkori Társadalmi és Gazdasági Folyamatok 18, Különszám (2023): 397–409. http://dx.doi.org/10.14232/jtgf.2023.kulonszam.397-409.

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Kutatásunkban az influencer marketing vásárlást befolyásoló hatását vizsgáltuk. A témaválasztást a marketingkommunikációs eszköz újdonsága, érdekessége és folyamatos fejlődése indokolta amellett, hogy az online világnak köszönhetően alakult ki olyan kétirányú kommunikáció, mely további utakat nyitott meg a márkák és a fogyasztók között. Ehhez az új eszközhöz tartozik a közösségi média és az influencer marketing, amely a megjelenése óta népszerű és folyamatosan fejlődő terület. Kutatásunkban azt vizsgáltuk, hogy a megkérdezett reklámügynökségek, hogy látják az influencereket, hatással vannak-e

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Angel, Grace Ruita, C. Colete Juliena, Magpili Jane, et al. "The Effectiveness of Facebook as a Digital Marketing Tool of Students Online Sellers." International Journal of Social Science and Human Research 08, no. 02 (2025): 843–52. https://doi.org/10.5281/zenodo.14822780.

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Facebook is a valuable digital marketing tool as it enables companies and businesses to interact with customers, build brand awareness and access an extensive audience. This study aims to examine how effective Facebook is as a digital marketing tool for student online sellers. It investigates on the respondents’ thoughts on selling on Facebook, What Facebook have that others don't, the features of Facebook, the impact of Facebook on respondents’ businesses and their thoughts about Facebook's boost feature. The researcher employed a qualitative research methodology, focusing on Huss

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Colarossi, Lisa G., Daphne S. Hazel, Kate L. Collier, Sheldon DeSouza, and Les Pappas. "Research With Latina and Black Women for an HIV Prevention Campaign." Social Marketing Quarterly 22, no. 3 (2016): 236–52. http://dx.doi.org/10.1177/1524500416644405.

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We present the process of developing a social marketing campaign to promote HIV testing with Black and Latina women living in neighborhoods with high rates of HIV. We developed partnerships with organizations serving women at high risk for contracting or transmitting HIV as well as with experts in prevention, marketing, and research. Focus groups with community organizations’ staff members helped create motivational messages. These data led us to focus on health promotion attitudes toward enhancing well-being rather than on fear-based messages about disease and risk behaviors. Additionally, we

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Wibowo, Larasati Sukmadewi, Ria Indriani, and Miftahul Jannah Abdul Haris. "Does Quality of Social Media Marketing Affect Purchasing Decisions On Soba Padu SMEs?" Jambura Agribusiness Journal 4, no. 2 (2023): 59–66. http://dx.doi.org/10.37046/jaj.v4i2.16425.

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Decreasing in sales of Soba Padu products nowadays, has an impact on SMEs that produce this traditional snack. Beside this condition, it is important to see what happen with the social media marketing as one of sales method on Soba Padu SMEs. This study aims to described the use of social media marketing in Soba Padu SMEs and to analyze effect of social media marketing on purchase decisions. Data sourced from primary data using 30 respondents that purchased Soba Padu. The data were analyzed using multiple regression analysis techniques. The results show that Soba Padu SMEs uses messenger featu

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Mochammad Munir Rachman, Aristha Purwanthari Sawitri, I Made Bagus Dwiartha, and R. Bambang Dwi Waryanto. "Meningkatkan Pangsa Pasar UMKM Di Desa Banjarkemantren, Kabupaten Sidoarjo Melalui Digital Marketing." Ekobis Abdimas : Jurnal Pengabdian Masyarakat 2, no. 1 (2021): 67–77. http://dx.doi.org/10.36456/ekobisabdimas.2.1.3908.

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Usaha pada sektor UMKM di desa Banjarkemantren yang ditekuni oleh para pelaku usaha home industry belum dapat menunjukkan hasil yang maksimal. Karena pelaku usaha rumahan memasuki pangsa pasar di era pandemi, agak sulit terutama dalam cara memasarkan produk olahannya. Observasi ini dilakukan dengan metode eksplanatif terhadap 15 pelaku usaha rumahan. Hasil temuan menunjukkan bahwa sebagian warga Desa Banjarkemantren belum memahami penggunaan media sosial sebagai sarana penjualan produk olahan rumah tangga. Dukungan tim dalam menggunakan media sosial untuk berkreasi dan memberikan informasi kep

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Jham, Vimi, and Eric Van Genderen. "MIDCOM: a strategic initiative in the Middle East and Africa." Emerald Emerging Markets Case Studies 5, no. 1 (2015): 1–16. http://dx.doi.org/10.1108/eemcs-02-2014-0035.

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Subject area Marketing Strategy, International Marketing. Study level/applicability MBA Course Core course of Marketing Management. Specialization courses in Services marketing, Marketing Management, Retail Management. Executive training workshops on strategy formulations. Faculty development workshops on teaching pedagogy through cases. Capstone courses. Case overview The case talks about the declining share of Nokia globally, which affected Midcom's business. Despite this downfall, Midcom had maintained a majority share in the market. For now, the Middle East and Africa region was least effe

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