In the early 2000s, Thailand's hypermarket sector experienced rapid growth, drawing significant foreign direct investment. However, increasing competition from local retailers, the rise of convenience stores and community malls, and evolving consumer shopping habits have contributed to a post-pandemic slowdown in sales growth. Understanding how consumers evaluate hypermarkets' marketing practices is crucial for both academics and managers, as their strategies may depend on the strength of consumer attitudes toward these practices. Guided by the stimulus-organism-response (S-O-R) paradigm, this study investigates how consumers’ attitudes toward marketing practices, including business provision, deceptive advertising, fair price, and retail services—affect consumer satisfaction, which, in turn, influences overall attitudes and loyalty toward a hypermarket retailer. To test the hypotheses, data (n = 414) were collected through intercept surveys at various locations in a mid-sized city in central Thailand. The study found that consumers’ attitudes toward various aspects of marketing efforts affect consumer satisfaction, which subsequently influences overall attitudes toward hypermarket retailers and behavioral loyalty. Furthermore, a relationship between overall attitudes toward hypermarket retailers and behavioral loyalty was identified. This research contributes to theory by extending the S-O-R model within the context of hypermarkets and consumer behavior in developing countries, a field that has been less frequently studied. Specifically, it emphasizes the unique cultural and economic factors in Thailand that influence consumer behavior in the hypermarket sector. Practically, the findings offer valuable insights for managers in the hypermarket sector, providing evidence-based strategies to enhance consumer satisfaction and foster long-term loyalty. Directions for future research are also suggested.
Abstrak
Penelitian ini bertujuan untuk mengetahui bagaimana representasi peran ganda perempuan dalam iklan Sunlight Extra Higienis Baru. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis data semiotika Roland Barthes. Instrumen dan metode pengumpulan data dilakukan dengan teknik dokumentasi dan wawancara. Informan pendukung data penelitian adalah Gilang Jiwana Adikara., S.I.Kom., M.A, Dosen Ilmu Komunikasi Universitas Negeri Yogyakarta dan Sasiana Gilar Apriantika, M.A, Dosen Pendidikan Sosiologi Universitas Negeri Yogyakarta. Teknik keabsahan data menggunakan teknik triangulasi. Hasil penelitian menunjukkan bahwa iklan Sunlight Extra Higienis Baru merepresentasikan realitas peran ganda perempuan dengan mengaplikasikan nilai gender transformatif. Representasi perempuan tidak hanya ditampilkan secara feminim, tetapi juga ditampilkan memiliki peran di sektor publik. Tokoh perempuan dalam iklan direpresentasikan memiliki tiga peran, yaitu sebagai ibu rumah tangga, perempuan pekerja, dan seorang ibu yang perhatian dengan pendidikan anak. Sajian dalam iklan memberikan kesan pemberdayaan kepada kaum perempuan untuk berani memilih dan lebih dari sekedar domestik. Representasi peran ganda dimaknai sebagai perluasan makna tentang konsep gender dan perempuan sempurna. Gender sebagai sesuatu yang dinamis dan perempuan sempurna adalah mereka dapat meletakkan komitmen sama rata pada wilayah publik dan domestik. Realitas peran ganda menjadi wacana gender yang mempersuasif dan mempengaruhi perasaan penonton, sehingga akan ingat dan bersedia membeli produk yang ditawarkan.
Kata kunci : Representasi, Iklan, Semiotika Roland Barthes, Peran Ganda Perempuan, Gender
Abstract
This study aims to find out how the representation of the dual role of women’s in the advertisement of the New Sunlight Extra Hygienic. This research uses a qualitative approach with Roland Barthes' semiotic data analysis method. Data collection instruments and methods are carried out by documentation and interview techniques. The informants supporting the research data are Gilang Jiwana Adikara., S.I.Kom., M.A, Lecturer of Communication Science, Yogyakarta State University and Sasiana Gilar Apriantika, M.A, Lecturer of Sociology Education, Yogyakarta State University. The data validity technique uses triangulation techniques. The results showed that the New Sunlight Extra Hygienic ad represents the reality of women's dual roles by applying transformative gender values. Women's representation is not only displayed femininely, but also shown to have a role in the public sector. The female character in the advertisement is represented as having three roles, namely as a housewife, a working woman, and a mother who is concerned with children's education. The presentation in the advertisement gives the impression of empowerment to women to dare to choose and be more than just domestic. The representation of dual roles is interpreted as an extension of the meaning about the concepts of gender and perfect women. Gender as something dynamic and women are perfect is that they can put an equal commitment to the public and domestic spheres. The reality of dual roles becomes a gender discourse that persuasive and affects the feelings of the audience, so that they will remember and be willing to buy the products offered.
Keywords : Representation, Advertising, Roland Barthes Semiotics, Women's Dual Roles, Gender
Subhajit Pahari, Anupam Bandyopadhyay, Vijay Kumar V. M.
et al.
This study provides a comprehensive bibliometric analysis of social media digital advertising, examining 474 journal articles published between 2000 and 2023. Utilizing R programming and VOSviewer software, it uncovers a rapidly expanding field centered on consumer behavior and brand engagement. The analysis highlights influential works that demonstrate the strong connection between social media ads and consumer behavior. Key journals and conferences known for high-quality research are identified, with dominant keywords including 'consumer behavior,' 'brand engagement,' and 'marketing strategy.' The study notes a growing application of data analytics, artificial intelligence (AI), and augmented reality (AR) to enhance advertising effectiveness. It also addresses the social implications of advertising, acknowledging its capacity to shape behavior and raise ethical concerns. For businesses, insights from this study can aid in navigating the evolving landscape of social media advertising, especially with data analytics and AI. This research stands out for its focus on social media digital advertising and its rigorous methodology, offering an in-depth overview of trends, significant research, and future directions. The findings emphasize the increasing role of data analytics, AI, and AR, providing practical guidance for businesses looking to refine their digital advertising strategies in a dynamic social media environment.
Kiet Hong Vo Tuan Truong, Anh Vu Thai Nguyen, Sang Minh Vo
et al.
Sustainable consumption has received a lot of attention from many regions and countries around the world recently. This study investigates factors that influence consumers' sustainable consumption intentions in Vietnam. Despite the growing importance of sustainable consumption, marketing managers still lack adequate information on how to promote it to consumers. This study aims to address this gap by examining the impact of environmental knowledge, man-nature orientation, environmental advertising, and demographic factors such as income, major, degree, age, and gender on sustainable consumption intention. An online survey was used to collect data from 460 people in Vietnam. The data was processed using multivariate linear regression analysis, Cronbach alpha, ANOVA, and other methods to identify factors affecting sustainable consumption intentions in Vietnam. The results show that man-nature orientation and environmental advertising have a positive impact on sustainable consumption intentions. Furthermore, the study also found a strong relationship between environmental advertising and man-nature orientation as well as natural and environmental knowledge. In contrast, the study did not find a relationship between environmental knowledge and sustainable consumption intentions. These results provide theoretical and practical implications for marketing managers in developing effective communication strategies to promote sustainable consumption and encourage environmentally friendly consumption intentions.
Law firms are importing ‘digital marketing’ into their practices. ‘Digital marketing’ is using the internet and online technologies, such as computers, mobile phones, websites, social media and data tools to achieve marketing objectives. These objectives are usually to acquire customers, build customer preferences and loyalties, promote brands and increase sales. Digital marketing is being introduced (directly and indirectly) by legal marketers, who are selling their expertise as solutions to the current pressures faced by firms. This is new territory for a profession that has historically opposed advertising and explicit self-promotion. For some, digital marketing is simply a modern twist on the personal referral of medieval times. But there is little in the current legal literature that looks closely at digital marketing in law and what it means for legal professionalism. This article presents digital marketing as a new form of entrepreneurial and managerial practice, adding to others operating in law firms as they become ‘target audiences’ of new business disciplines. We examine what digital marketing entails, the ideas and technologies behind it, the trends in and types of digital marketing in law, and the implications for lawyers’ identities, expertise, and professional and legal obligations. Digital marketing is now unavoidable. Firms today must understand the technologies and underlying ‘market’ logic that underpin digital marketing and support its responsible use by their lawyers and marketing teams.
Law in general. Comparative and uniform law. Jurisprudence
The contribution of this study is expressed in the following research question: is it possible to identify some implicit-explicit textual or visual elements that catalyze or distract audience attention on or from the advertised product? An analysis of a corpus of advertisements taken from the Instagram pages of the major companies operating in the US food and beverage market reveals that attracting or distracting attention on or from a product’s use or function is a frequent strategy. These elements may contribute to changing scripts in advertising and mental patterns in consumer perceptions. The items that signal the distraction or the catalyzation of consumer attention in the advertising message have been identified via the ARCO model (St.Amant forth., St.Amant 2022), based upon the concept of usability of products, which helps decode the process of recognition of a product in the consumer’s brain. Results are promising, as this theory may help advertisers make more effective moves in the dual, cooperative relationship with consumers and review promotional strategies to engage the audience in advertising communication.
Background. In connection with the active interest of researchers in the problems of social interaction in the public communicative space, it is reasonable for the authors to refer to the advertising technical discourse, where the features of social communication are due to different types of target audience, i.e., specialists, business people and the mass audience.
The purpose of the study is to identify and characterize the sociolinguistic features of advertising technical discourse, taking into account the social purposefulness and targeting of this type of discourse.
Materials and methods. The empirical material was advertising booklets and ads in Yandex from 2018 to 2022. The sample size for the article was 140 texts of technical advertising. When analyzing the material, interpretive analysis, the method of content analysis were used.
Results. The results of the study showed that technical advertising texts intended for specialists are characterized by the use of special terms. Those addressed to business people are characterized by the dominance of lexical units of economic subjects, the active use of attributive phrases, abbreviations in the field of economics and the international security standard. Technical advertising for a mass audience is distinguished by the use of evaluative words and expressions, various stylistic means. The analysis of social interaction in advertising technical discourse made it possible to identify the sociolinguistic specifics of advertising technical discourse by characterizing the language means used in advertising created for different types of recipients.
Practical implications. The results of the study can be used in practical work by advertising specialists who promote technical and high-tech products on the market; in lecture courses on lexicology and advertising discourse, they can also be useful to scientists involved in research on technical and scientific and technical advertising.
Gillian Sandra Gould Judean, Ratika Kumar, Nicole M Ryan
et al.
<h4>Introduction</h4>About 44% of Aboriginal and/or Torres Strait Islander women smoke during pregnancy compared to 12% of their general population counterparts. Evidence-based quit smoking advice received from health care professionals (HCPs) can increase smoking cessation rates. However, HCPs lack culturally appropriate smoking cessation training, which is a major barrier to provision of smoking cessation care for this population.<h4>Methods and analysis</h4>iSISTAQUIT is a multicentre, single arm study aiming to implement and evaluate the evidence-based, culturally competent iSISTAQUIT smoking cessation training among health practitioners who provide support and assistance to pregnant, Aboriginal and Torres Strait Islander women in Australia. This project will implement the iSISTAQUIT intervention in Aboriginal Medical Services and Mainstream Health Services. The proposed sample size is 10 of each of these services (total N = 20), however if the demand is higher, we will aim to accommodate up to 30 services for the training. Participating sites and their HCPs will have the option to choose one of the two iSISTAQUIT packages available: a) Evaluation- research package b) Training package (with or without continued professional development points). Training will be provided via an online eLearning platform that includes videos, text, interactive elements and a treatment manual. A social media campaign will be conducted from December 2021 to September 2022 to raise brand and issue awareness about smoking cessation for Aboriginal and Torres Strait Islander women in pregnancy. This national campaign will consist of systematic advertising and promotion of iSISTAQUIT and video messages through various social media platforms.<h4>Analysis</h4>We will use the RE-AIM framework (Reach, Effectiveness, Adoption, Implementation and Maintenance) to plan, evaluate and report the intervention impact of iSISTAQUIT. Effectiveness of social media campaign will be assessed via social media metrics, cross-sectional surveys, and interviews.<h4>Discussion</h4>This innovative research, using a multi-component intervention, aims to practically apply and integrate a highly translatable smoking cessation intervention in real-world primary care settings in Aboriginal Medical Services and Mainstream services. The research benefits Aboriginal women, babies and their family and community members through improved support for smoking cessation during pregnancy. The intervention is based on accepted Australian and international smoking cessation guidelines, developed and delivered in a culturally appropriate approach for Aboriginal communities.
This paper focuses on the visualization of eco problems and the latest green technologies, including energy-saving. Today, there are four color-graphic means in advertising: photography, graphics (drawing or computer graphics), font compositions, and often a combination of these. Our study considers the imagery and stylistics of eco poster as a type of public advertising, and ascertains that in the subject of energy-saving a light bulb as the visual stereotype prevails. The paper indicates the importance of system design thinking, the use of creative approaches in the educational process of designers (metaphor, metonymy, hyperbole, association, allegory also) in creating social appeals for a wide audience – from young children to the older generation. Moreover, it emphasized the social value of design, and the aesthetic, moral as well as communicative aspects of visual information of environmental orientation within the context of this study.
Digital signage is an important medium for urban outdoor advertising. Understanding the spatial distribution characteristics and factors that influence the site of digital signage are conducive to the efficient, standardized, and sustainable development of digital signage. The outdoor commercial digital signage within the Sixth Ring Road in Beijing is taken as the research object, and social network check-ins, housing prices, traffic network centrality and the mount of commercial facilities are considered factors that influence digital signage. The spatial distribution characteristics of digital signage are studied by using point pattern analysis methods. Moreover, we use three spatial clustering algorithms to study the hierarchical spatial characteristics of digital signage and test the effectiveness of the results. In addition, the factors that influence the distribution of digital signage are analyzed by Spearman correlation analysis. The results indicate that (1) the digital signage in Beijing generally presents a relatively concentrated distribution with centrality and forms an obvious gathering area and the agglomeration centers are mainly concentrated in the core parts of the central business district (CBD). (2) Digital signage is categorized into three groups, the traffic-oriented, the population-oriented, and the market-oriented. In addition, the spatial distribution of digital signage is consistent with the historical urban development of Beijing. (3) The social network check-ins with dynamic population characteristics had the highest correlation with the operation cost of digital signage. The spatial characteristics of digital signage evaluated in this study can effectively enhance the sustainable management of digital signage and provide a reference for research of the sustainable allocation of digital signage resources.
The objectives of this study are 1) to analyze the effect of marketing mix, brand awareness, brand image and region of origin on lapis talas purchasing decision for tourists in Bogor city, 2) to create effective marketing strategies for business development. Using SEM-Partial Least Square method,this research was conducted in the city of Bogor with the sample of 160 respondents. The selected respondents were tourists who came to the city of Bogor and had purchased lapis talas cakes. From the results of the study, it is known that the brand awareness variable, brand image, product, promotion and region of origin have a significant influence while the place variable has no significant influence. Strategy recommendations suggested in this study are 1) Increase brand awareness by increasing the intensity of advertising on social media, building outlets in tourism areas and train stations; 2) Improve product quality by providing packaging machines, making plastic bags, enlarging product sizes and adding fruit mixes; 3) Improve regional characteristics by adding taro ingredients and making a brand that is identical with the city of Bogor; 4) Build brand image through tagline; 5) Increase promotion using online media (facebook, instagram and twitter), billboards and discounted prices.
Keywords: marketing mix, marketing strategy, region of origin, SEM-PLS, purchase decision
The article examines the experience of using traditional medical systems (more specifically, Tibetan and Chinese medicine) by Russian and foreign specialists at a specialized treatment faciity in Yakutsk - the center of complementary medicine and spa "Kanti". We provide a comparative analysis of hown non-conventional medicine is functioning in Yakutia and Tuva. The Kanti experience is presented as a special case, which is examined from different points of view. The article is based on the field materials collected by the author in Yakutsk in 2017, with the head of the center and one of its doctors acting as respondents. Also involved are the media materials and the legal base of the center’s operation.
There are 25 private medical clinics and centres in Yakutsk now, most of them are multifunctional. The Kanti center employs 20 full-time workers and 8 part-timers, including 9 doctors and 7 professionals with secondary medical education. The centre has licenses for 10 types of medical activities. At the moment, some components of complementary medicine, which are in demand among the population of Yakutia (such as Chinese and Tibetan healing practices, the Ayurveda etc.), are being introduced. In this article, we provide biographies of the practitioners and describe their methods. The popularity of integrative clinics in Yakutsk is largely due to low access to free high-quality healthcare. Other contributing factors include advertising in the media, trust in the practices of Oriental medicine and its presence in local centers.
In contrast to the situation in Tuva, the services of non-conventional medicine offered in Yakutia comply only with the federal legislation. In Tuva, the demand for traditional and folk medicine, including spiritual healing, has been taken into account, and a special regional legal instrument has been adopted, in accordance with Article 50 of the Law on the Health Protection in the Russian Federation. This instrument covering the use of "traditional medicine" is seen as important elements of constructing healthcare systems in different regions of the Russian Federation.
According to the leading revolutionary scientific technology appearing in the media field, and the appearance of the “Augmented Reality” technology that helps adding another dynamic dimension to the value of the advertising message, through the evolution of this technology, new prospects have been introduced for the modern advertising techniques and for And the use of creative advertising inside the malls in a technological, interactive and constructive format in order to find the most suitable advertising combination that serves as advanced and innovative solutions to keep up with the “Ad Saturation” phenomena. Where the architectural features of the commercial centers provide factors to help the application of a strong interaction with the user such as large size and visibility from a distance and the possibility of innovation in the technical recruitment of modern technology in line with the spatial dimension and functional and technical advertising Taking into consideration the fundamental considerations in the application of augmented reality technology for interactive advertising in commercial malls and the user interaction in the interactive design environment available periodically helps to raise the level of advertising in the light of technological development to achieve novelty, innovation and dazzling advertising. It also helps to correlate with the Ad and enables the user to actually remember it. The issue we are discussing in this paper lies in poverty of the advertising designs that are placed on the buildings and architectural fronts and interface, lack of innovation in producing the ad and Aesthetic deformation of the architecture that get in the way of evolution. The visual appearance of the architecture represents the milestones of civilizational development therefore, taking into consideration the ad designer, its functional and social values is a matter of great importance. So, the research aims to throw light on how to employ the interactive dynamic features of the augmented reality in advertising on the inside of the malls in a scientific way, taking into account the aesthetic and architectural principles and standards of mall all together. The research was based on the analytical descriptive method of a set of ads models that employ the interactive augmented reality technology on the inside of the malls. The research also found a number of results, the most important of which is that the good use of the augmented reality technology leads to increased effectiveness of the interactive advertising and its ability to better impact the recipient. As it was found out that the augmented reality technology offers a unique and attractive form of interactive advertising that allows the user to indulge in the advertising environment and continues for a long period of time in the user`s memory. And the use of augmented reality technology represents a noticeable evolution in the process of actually creating an advanced Advertising portal that has a strong effect in the impact of user integration in the interactive design environment within commercial malls.
<p><span style="color: #222222; font-family: arial, sans-serif; font-size: 12.8px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: normal; letter-spacing: normal; orphans: 2; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; background-color: #ffffff; text-decoration-style: initial; text-decoration-color: initial; display: inline !important; float: none;">DOI: 10.12957/periferia.2015.18838</span></p><p>Social posters and visual communication regarding concepts such as " public health", " civil responsibility", "responsible action" and practices connected to the reception of non commercial advertising images are the focus point of this article. Designers conceptualize and produce designs hoping that these become integrated into the cultural and social practices of their receivers. In the case of posters on food waste, our questioning is as follows: How does the designer conceptualize and create his final version? How do receivers appropriate these posters? Do these designs have the capacity to influence the receiver to a change of attitude? In an attempt to answer these questions, we met with two French designers, Axelle Roue and Hélène Petit and we questioned them on their designs on food waste, exhibited in July, 2013 in Parisian subway stations. We interviewed them on their design process, on their first versions (rough copies) up to their final version. In parallel, we also questioned the receivers (the passers-by in the Parisian subway) on how they felt about these posters. The objective was to discover if the meaning of the image sent to the receiver was identical to what the designer had planned in his design.</p>
Special aspects of education, Communication. Mass media
Consider the humble raisin. In a world where foodstuffs are increasingly dissociated from their place of origin, why does the raisin continue to be associated with one locale, when they are in fact grown globally, from Chile and Argentina to Turkey? We should ask why when we “think raisins” do we “think California,” as an oft-repeated advertising mantra instructs us?
El texto analiza los mecanismos que son utilizados con vistas a salir del desem-pleo. Aspira a entender cómo las oportunidades ocupacionales se ponen al alcance de los individuos, compara el rol de los mecanismos mercantiles que se establecen en el espacio público (agencias de empleo, empresas de trabajo temporal, anuncios clasificados y similares) y los mecanismos no-mercantiles (redes personales) que se establecen en el ámbito de las relaciones privadas. Analiza datos de una encuesta por muestreo representativo a 1.549 demandantes de trabajo en agencias de empleo en el año de 2004, en la región metropolitana de São Paulo, el mayor mercado de trabajo (y de intermediación) de Brasil.
Abstract: How to get out of unemployment? Strong ties and weak ties in search of employment in São Paulo, Brasil
The article aims at analyzing the different mechanisms workers mobilize in order to leave unemployment situation, comparing the role of market mechanisms (as employment agencies, temporary work firms, and advertising) and non-market mechanisms (as personal networks). Empirical evidence comes from a representative sample survey with 1,549 job seekers, conducted on 2004 at São Paulo, the larger metropolitan market in Brazil and its most important concentration of labor market intermediaries.
La teoría de la agenda-setting, en su primera formulación, se refería a la fijación del orden temático. Proponía que la prioridad que la gente da a ciertos tema –que constituyen la agenda pública- está influenciada de una manera directa y mesurable por los medios de difusión.
El tema que nos ocupa versa sobre tres instituciones o fenómenos sociales que se hallan en el núcleo de interés científico por la comunicación y la ciencia política. Estamos interesados en los medios de comunicación en cuanto que son instituciones que nos transmiten la realidad, así que se constituyen en un vínculo entre la realidad y nuestras concepciones de la realidad. Estas concepciones de la realidad toman cuerpo en nuestra cabeza con opiniones y actitudes, y así se hacen relevantes con respecto a las acciones que realizamos, especialmente en el campo de la política. Por medio de la investigación sobre opinión pública, somos capaces de medir esas opiniones, actitudes, valores y normas e incluso, hasta cierto punto, de evaluar las acciones que las personas realizan sobre estas bases.