Hasil untuk "Advertising"

Xueming Luo, C. Bhattacharya

Naomi Wolf

Kumju Hwang, Qi Zhang

Abstract Marketers recognize digital celebrities' advertising power and effectiveness, making them influential models of social media advertising. The concept of parasocial relationships may elucidate relationships between digital celebrities and their followers and explain the former's persuasion power over the latter. This study explores how parasocial relationships affect followers' purchase and electronic word-of-mouth (eWOM) intentions and investigates the effect of empathy, loneliness, and low social self-esteem on parasocial relationships within Uses and Gratification Theory. Additionally, it examines whether followers' parasocial relationships can reduce their persuasion knowledge. A survey was administered three hundred eighty-nine Chinese SNS users following digital celebrities; valid data were analyzed using structural equation modeling. Empathy and low self-esteem positively influenced parasocial relationships; however, loneliness did not. Parasocial relationships positively affected followers' purchase and eWOM intentions. The second model investigated the negative effects of persuasion knowledge on followers' purchase and eWOM intentions. The results indicate that parasocial relationship moderates the paths between followers' persuasion knowledge and purchase intentions and between followers' persuasion knowledge and eWOM intentions. This study sheds light on how digital celebrities have an advertising influence on their SNS followers with the concept of parasocial relationships and is notable given the dearth of empirical studies on digital celebrities’ SNS advertising.

Satoshi Furutani, Tatsuhiro Aoshima, Toshiki Shibahara et al.

Viral marketing, a marketing strategy that utilizes word-of-mouth (WOM), is effective in increasing brand awareness and acquiring new customers, as WOM allows information to reach a large audience in social networks. In the past two decades, for efficient viral marketing, many studies on maximizing advertising reach, known as influence maximization, have been conducted in the field of data mining. However, most of them ignore the possibility of the emergence of negative opinions in the information diffusion process. In general, negative opinions are more contagious than positive ones, and ignoring them may even lead undesirable outcomes, such as a decline in brand image and a decrease in purchases. To address this issue, we consider the problem of suppressing the negative influence that emerges endogenously on social networks through preemptive node interventions, such as persuasion, nudging, or warnings. Namely, given a limited budget for interventions, who should be targeted to efficiently suppress the spread of negative opinions in the social network? We formulate this problem as a combinatorial optimization problem on graphs. We prove that this problem is NP-hard and propose approximation algorithms to identify optimal intervention nodes that minimize the negative influence. Through numerical experiments, we demonstrate that our algorithms effectively suppress the negative influence regardless of the type of social network or experimental setting.

Ni Ketut Ratna Dewi, I Made Sendra, Yohanes Kristianto

This study aims to determine the internal and external factors that influence the Makepung Regent Cup Event as a cultural tourism attraction to obtain the right marketing strategy. This research uses the concept of the 4P marketing mix (Product, Price, Place, Promotion). The method used in this research is descriptive qualitative with a SWOT approach and described using a SWOT matrix. The data collection techniques used in this research are literature study, interviews, observation and documentation. The informant determination technique used is purposive sampling.The results of this study are as follows; 4P marketing mix, the products offered are cultural tourism, there are no special rates for tourists, the location of the circuit is classified as strategic, promotional efforts are carried out by advertising, direct promotion and sales promotion. The results of the SWOT analysis created a marketing strategy, namely: (1) SO strategy: Optimizing promotion through print media and utilizing social media by creating interesting content, (2) ST strategy: Maintaining the concept and uniqueness that is owned and the second strategy is maintaining local wisdom and community empowerment, (3) WO Strategy: Holding a special exhibition for the Makepung Event by modifying the beating tools used and by optimizing the quality of human resources in managing tourism opportunities, (4) WT strategy: Optimizing collaboration with stakeholders, and the second strategy is to improve supporting facilities in the circuit area.

Jakub Walicki

The article presents the Imaginary-Symbolic Model – an analytical tool inspired by Jacques Lacan's theory for studying the meanings of products in advertisements. The analysis focuses on the mechanisms that influence consumer desires through the Symbolic, Imaginary, and Real orders, as well as the strategic embodiment of the so-called “object petit a”.

Aditya Perdana Putra, Harianto Harianto, Harmini Harmini

Nowadays consumers tend to substitute their habits in consuming cow milk into soy milk since it has reliability on health issue, taste, and healthy lifestyle. Referencing to prior researches, health consciousness and main theory of planned behavior (TPB) factors including attitude, subjective norms, and perceived behavioral control significantly influence consumer purchase intention. Researchers aimed to analyze health consciousness influence toward consumer purchase intention to cow milk and soy milk and formulate managerial implications to escalate consumer purchase intention to cow milk and soy milk. This research was conducted in Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek) area from October 2023 until April 2024 with 300 respondents. Researchers used voluntary response sampling as sampling method. Analysis methods used by researchers were descriptive analysis, structural equation modelling-partial least square (SEM-PLS) analysis, and importance performance matrix (IPMA) analysis. Results showed that health consciousness doesn’t influence purchase intention to cow milk significantly yet influences purchase intention to soy milk significantly. Otherwise trust, attitude, subjective norms, and perceived behavioral control influence purchase intention to both milks significantly. Furthermore, consumer purchase intention toward cow milk and soy milk can be escalated through improving performances of trust and subjective norms. For trust, producer needs to promote producer reputation, keep up the production standards, and design informative and attractive packaging. For subjective norms, producer needs to conceptualize informative and attractive advertising, conducting sales promotion, public relation, personal selling, and direct marketing.

YuZhe Qi, JiangYue Han, XiaoNing Lu et al.

In recent years, Chinese short video platforms have experienced vigorous development, accompanied by increasing expectations and demands from users. This study aims to explore the factors influencing user satisfaction on mainstream Chinese short video platforms and provide a scientific and objective evaluation framework to support the enhancement of user satisfaction and the development of short video platforms. Through a combination of qualitative and quantitative research methods, multiple mainstream Chinese short video platforms were evaluated and analyzed. Firstly, semi-structured interviews with users were conducted using Grounded Theory to delve into the key factors shaping users' expectations, needs, and satisfaction towards short video platforms. Secondly, the CRITIC-VIKOR method was employed to assign comprehensive weights to various factors and to evaluate the satisfaction levels of the mainstream platforms. The study revealed that the core categories affecting user satisfaction include content quality and interaction, trust and values, and user experience. The weighted values of the main categories are as follows: interface and interaction design 0.124, personalized experience 0.115, platform stability and performance 0.075, privacy and security 0.133, user service and communication 0.060, social impact and values 0.124, content quality and diversity 0.088, social interaction 0.094, and advertising experience 0.186. Furthermore, the satisfaction evaluation of mainstream short video platforms indicated that bilibili platform garnered the highest user satisfaction among surveyed users. This study provides specific directions for improving user experience and enhancing user satisfaction for short video platforms, while also offering a evaluation framework based on Grounded Theory and CRITIC-VIKOR method for similar studies, thus expanding the theoretical and practical fields of user satisfaction research.

Isabella de Vere Hunt, BM, BCh, Zhuo Ran Cai, MD, Vanessa Nava, BS et al.

Introduction: Indoor tanning beds cause more than 450,000 new skin cancers each year, yet their use remains common, with a global indoor tanning prevalence of 10.4%. Social media provides an opportunity for cost-effective, targeted public health messaging. We sought to direct Instagram users at high risk of indoor tanning to accurate health information about the risks of indoor tanning and to reduce indoor tanning bed use. Methods: We disseminated a public health campaign on Instagram on April 6–27, 2022 with 34 video and still-image advertisements. We had 2 target audiences at high risk of indoor tanning: women aged 18–30 years in Kentucky, Nebraska, Ohio, or Tennessee interested in indoor tanning and men aged 18–45 years in California interested in indoor tanning. To evaluate the impact of the campaign, we tracked online metrics, including website visits, and conducted an interrupted time-series analysis of foot traffic data in our target states for all tanning salons documented on SafeGraph from January 1, 2018 to 3 months after the campaign. Results: Our indoor tanning health information advertisements appeared on Instagram feeds 9.1 million times, reaching 1.06 million individuals. We received 7,004 views of our indoor tanning health information landing page (Average Time on Page of 56 seconds). We did not identify a significant impact on foot traffic data on tanning salons. Conclusions: We show the successful use of social media advertising to direct high-risk groups to online health information about indoor tanning. Future research quantifying tanning visits before and after indoor tanning interventions is needed to guide future public health efforts.

Xiaoxia Chen, Xiaoxia Chen, Wenhe Lin et al.

Employee knowledge sharing is critical to the success of creative service enterprises. However, knowledge hiding is prevalent in creative service enterprises. Using 381 advertising agency employees as respondents, we explored the mechanism of action of creative time pressure affecting knowledge hiding. We constructed a regulated dual-path model by drawing on affective event theory, with work passion as a mediating variable and team psychological safety climate as a moderating variable. The results show that creative time pressure increases employees’ knowledge hiding; creative time pressure mitigates knowledge hiding through the effect of harmonious passion, while obsessive passion enhances employees’ knowledge hiding; team psychological safety climate can regulate the relationship between creative time pressure and two types of work passion and the strength of the two paths. Therefore, the mediating effect of harmonious passion is stronger in a high team psychological safety climate, while the mediating effect of obsessive passion is stronger in a low team psychological safety climate.

Hui-Hsin Huang

Based on Problem-Based Learning (PBL) concept, this study creates an advertising script by conducting RFM (recency, frequency, monetary) approach from the data analysis in customer relationship management (CRM) course. In PBL process, the students themselves should use RFM method to make segment from the customer database of service industries and find out the characteristics of target segment based on the demographic variables and according to these traits to form their advertising scripts. Through finding the highest value of segment as the target customer, they should focus on the characteristic of their choice target and create an advertising script to attract this segment by their traits. These processes of steps can provide the course design of CRM or advertising project to make creation from customer targeting.

Оксана Громик

Topicality.The popularity of coffee industry is high. This business is actively developing in Ukraine. A coffee shop is an establishment where the high quality of the product, as well as the development of coffee consumption culture are always in the first place. An important component is the commercial activity on which the coffee industry is built. This is an indicator of the right culture: more often Ukrainians prefer coffee in some cafe or restaurant, or even takeaway, instead of home or office coffee. However, COVID 19 pandemic affected the decrease in visits by Ukrainians to coffee shops, cafes, restaurants and other catering establishments. The main share of coffee consumption is an imported product. Ukrainian production is formed by manufacturers who import coffee beans as a raw material, and in Ukraine they roast, receive, package, produce an article without caffeine, and sell it under their own brand. The fiercest competition is typical in low segments of coffee drinks and grains. The aim of the study and its methods. The purpose of this article is to analyse the current state of Ukrainian coffee industry. When conducting the research, general scientific methods have been applied: scientific and theoretical elaborations of blighty and foreign scientists, informational materials of statistical and reference publications, analysis, synthesis, generalisation, comparison. Results. The article analyses the current state of coffee industry in Ukraine. The greatest producers of coffee and the most popular brands of grain and ground coffee in Ukraine have been characterised. The structure of coffee consumption in Ukraine by types and in quantitative indicators has been analysed. It has been noted that Ukrainian coffee industry is represented by a large number of small operators who open their mobile coffee shops in places with high traffic. This is due to small initial investments, a short payback period, and the possibility to change the location. Since the tendencies of the world coffee market have a significant impact on coffee industry in Ukraine, the demand is also growing steadily. The amount of coffee import in Ukraine exceeded the volume of exports. In 2020, the scope of export reached 15,0 million dollars, USA, while in 2021 it increased to 15,9 million dollars, USA. The amount of import increased from 251,3 million dollars, USA in 2020 to 266,7 million dollars, USA in 2021. The import of coffee beans is aimed at meeting domestic consumers’ needs. Ukraine is completely dependent on import, due to the non-compliance with natural and climatic conditions, because growing coffee on the territory of Ukraine is impossible. Conclusions and discussion. So, in the course of this study, it has been established that coffee industry in Ukraine is developing more actively and even creating competition. A significant place in the restaurant industry is occupied by coffee shops, which increase competition and increase the quality of provided services. Modern coffee shops are restaurant establishments where coffee is made at a new level, with an individual approach to each guest. The current types of restaurant industry establishments are multi-format, so the creation of a national coffee shop is one of the advertising means of our country. Cafes with 3–4 seats are gaining popularity in Kyiv. On the other hand, recently, popular “to go” coffee shops are losing their market key positions. The market of coffee industry is going to grow, and become saturated after the end of the full-scale war. The infrastructure is going to be restored, and the restaurant industry has all the chances to be developed in the eastern region of Ukraine.

P. Wright

H. E. Krugman, R. Bauer, S. Greyser

D. Horsky, Leonard S. Simon

W. Leiss, S. Kline, Sut Jhally

Nick Dyer-Witheford

This paper contextualizes and analyses the policy proposals of new “left populisms” (Mouffe 2018) for the regulation and reform of the “platform capitalism” (Srnicek 2017) that increasingly organizes digital communication. The era of the 2008 crash and subsequent recession saw the emergence in North America and Europe of new left-wing electoral initiatives, either as new parties or fractions within older parties. These include, in the USA, Bernie Sanders and Alexandria Ocasio-Cortez Democrats; in the UK, Jeremy Corbyn’s Labour Party; in Spain, Podemos; in Germany, Die Linke; in France, La France Insoumise. While many of these groupings might be described as socialist, or democratic socialist, they often also distinguish themselves from older socialist or social democratic formations; so, for lack of a better term, we call them left populisms. Left populisms are connected in contradictory ways to the appearance of platform capitalism, a corporate model exemplified by Google, Facebook, Apple, Amazon and Uber, deploying proprietorial software as a launch-point for user activities accessing commodified or advertising-driven goods and services. The rise of left populism correlates with the ascent of platform capitalists. Left populist parties emerged from the anti-austerity movements (Occupy in the USA, the Indignados in Spain, student campus occupations in the UK) organized with the help of social media platforms. However, it is also the failures and scandals of platform capitalism have been important to left populism. Edward Snowden’s revelations of ubiquitous surveillance and the Facebook-Cambridge Analytica-Russian hacker imbroglio around the 2016 US election have fuelled a “techlash” against giant digital corporations that is now an important component of left populist sentiment. Drawing on policy documents, manifestos, speeches, position paper, this paper analyses the policy platforms in which left populist parties confront platform capitalism around issues of content regulation; concentration of ownership; the rights of digital workers; alternative ownership models; and proposals for a high-tech driven transition to “postcapitalism” (Mason 2016). It considers the similarities and difference between and within left populist parties on these issues; the extent of their departure from neoliberal policies; and their differences, and occasional erratic similarities, with right-wing populisms, such as that of Trump. It then reviews critiques of left populism made from Marxist and ecological anti-capitalist positions, with particular reference to technological issues. The paper concludes with a summary of the opportunities and problems for a left wing “data populism” (Morozov 2016) in the current political conjuncture.

Iryna Ovcharuk, Dmytro Sachenok

The purpose of the article is to review the developed universal system of business analysis and to present the main advantages of the system in comparison with modern advertising and analysis systems. The article also explains the principle by which you can increase the effectiveness of conversions. Research methods are a description of the system and the analysis of existing software products and their disadvantages compared with the software product developed; introduction of the concept of a universal customer ID as the main component of the analysis; in-depth analysis of the problem of increasing conversion. The novelty of the research is the method of analyzing the analysis to a specific client with the help of a universal client identifier, which enables the manager and the director of a business engaged in the sale or provision of services, to analyze the inflow of new customers and the outflow of old ones, the display of the number of regular customers at intervals with the opportunity display in various forms and types (list of universal client ids, table statistics, chart statistics, etc.). Conclusions The described system consists in applying an analytical analysis of client activity with an anchor to its universal identifier (mobile number), which allows comparing different variants of service conversion over time intervals with clear and transparent statistics.

T. Barry, Daniel J. Howard

Michael A. Kamins, Meribeth J. Brand, Stuart Hoeke et al.