Advertising with scarcity messages and attitudes for luxury skin-care products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Joshua Fogel ◽  
Marcelle Kim Setton
Keyword(s):  
Skin Care ◽  
Limited Time ◽  
Persuasion Knowledge ◽  
High Demand ◽  
Content Type ◽  
Product Classification ◽  
Skin Care Product ◽  
Advertising Skepticism ◽  
Skin Care Products ◽  
Practical Implications

PurposeA number of types of scarcity messages are often used in Internet advertisements, but all these types have not been directly compared to each other.Design/methodology/approachCollege students (n = 789) were surveyed about five advertising choices for luxury skin-care products consisting of scarcity messages of high-demand, low-stock, limited-time, countdown timer and regular advertising without any scarcity message. Outcomes were product classification attitudes of functional and symbolic and psychological attitudes of persuasion knowledge and advertising skepticism.FindingsThe study found that high-demand message had greater functional attitudes and greater symbolic attitudes than regular advertising. Limited-time message had greater symbolic attitudes than regular advertising. High-demand message had lower advertising skepticism attitudes than regular advertising.Practical implicationsThe authors recommend that when a luxury skin-care product is in high demand, that marketers should use high-demand messages in their advertising. Marketers of luxury skin-care products may also benefit from using limited-time message advertisements.Originality/valueThis is the first study to directly compare the scarcity message advertising types of high-demand, low-stock, limited-time, countdown timer with regular advertising without any scarcity message.

Skill mismatch comparing educational requirements vs attainments by occupation

2018 ◽  
Vol 39 (8) ◽  
pp. 996-1009 ◽  
Author(s):  
Kea Tijdens ◽  
Miroslav Beblavý ◽  
Anna Thum-Thysen
Keyword(s):  
High Demand ◽  
Skill Levels ◽  
Employment Services ◽  
Policy Makers ◽  
Demand And Supply ◽  
Skill Mismatch ◽  
Content Type ◽  
Educational Requirements ◽  
Occupational Skill ◽  
Practical Implications

Purpose The purpose of this paper is to overcome the problems that skill mismatch cannot be measured directly and that demand side data are lacking. It relates demand and supply side characteristics by aggregating data from jobs ads and jobholders into occupations. For these occupations skill mismatch is investigated by focussing on demand and supply ratios, attained vis-à-vis required skills and vacancies’ skill requirements in relation to the demand-supply ratios. Design/methodology/approach Vacancy data from the EURES job portal and jobholder data from WageIndicator web-survey were aggregated by ISCO 4-digit occupations and merged in a database with 279 occupations for Czech Republic, being the only European country with disaggregated occupational data, coded educational data, and sufficient numbers of observations. Findings One fourth of occupations are in excessive demand and one third in excessive supply. The workforce is overeducated compared to the vacancies’ requirements. A high demand correlates with lower educational requirements. At lower occupational skill levels requirements are more condensed, but attainments less so. At higher skill levels, requirements are less condensed, but attainments more so. Educational requirements are lower for high demand occupations. Research limitations/implications Using educational levels is a limited proxy for multidimensional skills. Higher educated jobholders are overrepresented. Practical implications In Europe labour market mismatches worry policy makers and Public Employment Services alike. Originality/value The authors study is the first for Europe to explore such a granulated approach of skill mismatch.

Use of dynamic pricing strategies by Airbnb hosts

2018 ◽  
Vol 30 (1) ◽  
pp. 2-20 ◽  
Author(s):  
Chris Gibbs ◽  
Daniel Guttentag ◽  
Ulrike Gretzel ◽  
Lan Yao ◽  
Jym Morton
Keyword(s):  
Dynamic Pricing ◽  
Design Methodology ◽  
Sharing Economy ◽  
Host Factors ◽  
Pricing Strategies ◽  
High Demand ◽  
Content Type ◽  
Multiple Markets ◽  
Hotel Managers ◽  
Practical Implications

Purpose The purpose of this paper is to provide a comprehensive analysis of dynamic pricing by Airbnb hosts. Design/methodology/approach This study uses attribute and sales information from 39,837 Airbnb listings and hotel data from 1,025 hotels across five markets to test different hypotheses which explore the extent to which Airbnb hosts use dynamic pricing and how their pricing strategies compare to those of hotels. Findings Airbnb is a unique and complex platform in terms of dynamic pricing where hosts make limited use of dynamic pricing strategies, especially as compared to hotels. Notwithstanding their limited use, hosts who own listings in high-demand leisure markets, manage entire places, manage more listings and have more experience vary prices the most. Practical implications This study identified a great need for Airbnb to encourage dynamic pricing among its hosts, but also warned of the potential perils of dynamic pricing in the sharing economy context. The findings also demonstrated challenges for hotel managers interested in actionable information related to Airbnb as a competitor. Originality/value This is the first Airbnb study to use a comprehensive set of data over a continuous period in multiple markets to look at a number of listing and host factors and determine their relation with dynamic pricing strategies.

scholarly journals MOBILE APPLICATION FOR SKIN CARE PERSONALIZATION AT JASMINE BEAUTY CLINIC USING ANDROID

2020 ◽  
Vol 4 (2) ◽  
Author(s):  
Shinta Bomi Bomi ◽  
Cindy Himawan
Keyword(s):  
Mobile Application ◽  
Skin Care ◽  
Limited Time ◽  
Facial Skin ◽  
Treatment Combination ◽  
Number Of Patients ◽  
Skin Care Products

Jasmine Beauty Clinic is a beauty clinic that serves consultation on facial skin problems, maintain facial skin, facial treatments, and selling skin care products. Patients who want to have consultation, treatments, and buy skin care products must come to the clinic with limited time according to the schedule of the clinic. Patients are required to have a consultation with a dermatologist before getting treatment or buying products, but they have to wait long enough to get a consultation because of the large number of patients. Often some patients cannot have consultations because the dermatologist’s schedule is full. Based on this problem, an Android-based application is created to analyze the type of skin they have and get recommendation on which product and treatment combination they are supposed to use.

scholarly journals Brand Identity Design of "Favorlt" Skin Care Products

2021 ◽  
Vol 12 (4) ◽  
pp. 695-712
Author(s):  
Rudy Farid , Et. al.
Keyword(s):  
Skin Care ◽  
Way Of Life ◽  
Modern Times ◽  
Care Product ◽  
The People ◽  
Visual Identity ◽  
Potential Market ◽  
The World ◽  
Skin Care Product ◽  
Skin Care Products

The beauty clinic business and skin care products are currently in great demand by the people of Indonesia, especially women. Skin care is no longer a tertiary necessity but has become a way of life in modern times. This increasing trend is also due to the influence of influencers and celebrities from within the country and from abroad who share their lifestyle with the people in Indonesia, including the world of skin care. Through various e-commerce applications or commonly called online shopping, imported products are now no longer difficult to find in Indonesia. So it cannot be denied that the world of skin care is a growing and potential market in Indonesia. CV Blessindo Prioriti Abadi is one of the distributors of beauty products and skin care which is well known by beauty clinic clinics in Indonesia. In 2019, they launched a skin care product with their own brand called "FavorLT" which began to be sold independently through a website called skinny.id. This product requires a systematic and attractive visual identity design so that it can attract the interest of skin care product enthusiasts and compete with existing skin care products in the Indonesian market.

scholarly journals Relationship between Brand Perceptions and Satisfaction: Empirical Study on Skin Products in Malaysia

2015 ◽  
Vol 7 (4) ◽  
pp. 23-32
Author(s):  
Tiyu Swed Xue ◽  
Ooi Bee Chen . ◽  
Tan Ee Fang . ◽  
Lee Kuan Chen . ◽  
Goh Jih Yi .
Keyword(s):  
Skin Care ◽  
Working Adults ◽  
Independent Variables ◽  
Care Industry ◽  
Quality Image ◽  
Skin Care Product ◽  
Brand Perception ◽  
The Relationship ◽  
Skin Care Products ◽  
Brand Satisfaction

In the highly competitive marketplace, marketers for the skin care product are facing challenges with identifying the consumer’s brand perception and brand satisfaction. Brand satisfaction is perceived as an important issue on skin care industry. Obviously, customers are the important stakeholders in organizations and their satisfaction is a priority to the company. This study aims to investigate the relationship between brand perceptions and brand satisfaction on skin care products with four independent variables (quality, promotion, image and preference). This study employed the statistic software of SPSS version 19.0 to evaluate 200 sets of questionnaires which collected from students, undergraduates, working adults and other respondents. The findings in this study shows that the brand perceptions on quality, image and preference have positive and significant relationship with brand satisfaction on skin care products. However, the relationship between brand perception on promotion and brand satisfaction is being rejected. Thus, the marketers can focus on perception on quality, image and preference to increase customers’ brand satisfaction to capture and retain them.

Consumer responses to covert advertising in social media

2017 ◽  
Vol 35 (5) ◽  
pp. 578-593 ◽  
Author(s):  
Fabian Göbel ◽  
Anton Meyer ◽  
B. Ramaseshan ◽  
Silke Bartsch
Keyword(s):  
Social Media ◽  
Unique Contribution ◽  
Persuasion Knowledge ◽  
Knowledge Model ◽  
Content Type ◽  
Consumer Responses ◽  
Brand Evaluations ◽  
The Impact ◽  
Factorial Design Experiment ◽  
Practical Implications

Purpose The purpose of this paper is to contribute to marketing communications literature by exploring consumer responses to covert advertising (CA) in a social media context. Design/methodology/approach The persuasion knowledge model was used to explore the impact of CA on brand evaluations. A factorial design experiment was conducted in a social media context (YouTube). Findings The results of the study show that triggering knowledge about CA changes the way consumers respond to unfamiliar brands that use such tactics. This implies that for unfamiliar brands, with future development of persuasion knowledge, CA in social media will not only be ineffective but also detrimental with damaging effects on the brand. Research limitations/implications An important contribution of this study lies in the application of the persuasion knowledge model to social media context. Practical implications The results indicate that firms should desist from covert product and brand communications in social media contexts, and instead employ disclosed brand communications. Originality/value Given that the effects of CA have not been investigated in an online context, this study makes a unique contribution to brand communications research by providing valuable insights and better understanding of the effects of CA in social media, specifically YouTube.

scholarly journals The Effects of Advertising Strategies on Consumer Trust: A Case of Skin Care Products in Taiwan

2016 ◽  
Vol 7 (2) ◽  
pp. 125
Author(s):  
Velly Anatasia ◽  
Sunitarya Sunitarya ◽  
Vinda Adriana
Keyword(s):  
Control Variable ◽  
Marketing Strategies ◽  
Skin Care ◽  
Third Party ◽  
Consumer Trust ◽  
Female Population ◽  
Financial Status ◽  
Advertising Strategies ◽  
Skin Care Product ◽  
Skin Care Products

The main aim of this study was to develop advertising strategies in order to increase consumer trust. Four advertising elements: celebrity endorsement, branding, product attribute, and third party certification were investigated. Data were collected to answer two research questions: (1) To investigate the advertising strategies of skin care products leading to consumer trust, (2) To know the effects of advertising strategies in skin care products on consumer trust. A 5-point Likert scale survey was distributed to the female population in Taipei area. Via online and personal approaches, 266 questionnaires were returned. Targeting on 18-30 years old female skin care product users who stay in Taipei area more than six months, 240 qualified questionnaires were analyzed. The four independent variables are found having a significant relationship with trust in skin care advertising, in which branding has the greatest influence on increasing consumer trust. The control variable which is financial status is not found having statistically significant effect on consumer trust. To conclude, this study is dedicated to the communities in order to optimize their marketing strategies.

scholarly journals Boys’ responses to the integration of advertising and entertaining content

2015 ◽  
Vol 16 (3) ◽  
pp. 251-263 ◽  
Author(s):  
Eva A. van Reijmersdal ◽  
Esther Rozendaal ◽  
Moniek Buijzen
Keyword(s):  
Design Methodology ◽  
Social Implications ◽  
Print Advertising ◽  
Persuasion Knowledge ◽  
Content Type ◽  
Product Attitudes ◽  
Practical Implications

Purpose – The purposes of this paper are to investigate the effects of integrated advertising formats on the persuasion of children, children’s awareness of the persuasive intent of these formats and how this awareness mediates the level of persuasion. Design/methodology/approach – An one-factor between-subjects experiment was conducted among 117 boys from 8 to 12 years old. Findings – This study showed that boys were more aware of the persuasive intent of a non-integrated catalog than of a brand-integrated magazine. In addition, higher awareness of the persuasive intent of the catalog enhanced persuasion in boys. Research limitations/implications – This study only focused on boys’ responses and not on girls. Practical implications – Findings imply that advertisers could focus on non-integrated print advertising formats, such as catalogs, to promote positive product attitudes among boys. Catalogs are also a more ethical way of communicating to boys because boys are generally aware of catalogs’ persuasive intent. Social implications – This study implies that even if children have sufficient persuasion knowledge, they do not necessarily use it to critically evaluate advertising. Originality/value – This paper is the first to systematically test the differences in effects of brand-integrated magazines versus catalogs targeted toward children. Importantly, it shows that persuasion knowledge plays a fundamentally different role in the persuasion process of children than of adults: awareness of the persuasive intent of catalogs increases persuasion among boys, whereas previous studies among adults showed opposite results.

scholarly journals The effect of the discounted attribute importance in two-sided messages

2016 ◽  
Vol 50 (9/10) ◽  
pp. 1703-1725 ◽  
Author(s):  
Cristiane Pizzutti ◽  
Kenny Basso ◽  
Manuela Albornoz
Keyword(s):  
Experimental Studies ◽  
Purchase Intentions ◽  
Persuasion Knowledge ◽  
Attribute Importance ◽  
Content Type ◽  
Intentions To Return ◽  
Consumer's Perception ◽  
Positive Effect ◽  
Practical Implications ◽  
Different Levels

Purpose The purpose of this research is to test the importance of the discounting attribute in the two-sided communication from a retail salesperson as a boundary condition that eliminates the trade-off between trustworthiness and purchase intentions. Design/methodology/approach The hypotheses are tested by three experimental studies in three different retail contexts. Two lab studies manipulate the importance of the attribute and the type of message: one-sided vs two-sided. A field study improves the external validity of the findings. Findings A two-sided message from a salesperson reduces the use of persuasion knowledge and, therefore, enhances the consumer’s perception of the salesperson’s trustworthiness; this positive effect remains significant across different levels of importance of the discounting attribute. A two-sided message decreases the consumer’s probability of purchase only when an important attribute is disclaimed, through the consumer’s beliefs regarding the product’s attributes. Practical implications For the appropriate use of two-sided appeals, retailers should identify the importance of product attributes from the consumers’ perspective. A negative remark from a salesperson when referred to an unimportant attribute makes no harm to purchase intentions while leading to stronger intentions to return to the store and to recommend the store by enhancing trustworthiness. Originality/value This paper shows that it is possible to enhance trustworthiness through a two-sided message without mitigating the intentions of buying by discounting an attribute at low importance in the two-sided message.

Revisiting product classification to examine content marketing practices

2019 ◽  
Vol 13 (4) ◽  
pp. 492-508
Author(s):  
Georgia-Zozeta Miliopoulou
Keyword(s):  
Potential Contribution ◽  
Specific Product ◽  
Content Type ◽  
Product Categories ◽  
Product Classification ◽  
The Us ◽  
Conceptual Paper ◽  
Practical Implications ◽  
Content Marketing ◽  
The Eu

Purpose The purpose of this paper is to investigate how the degree of investment and involvement attributed to specific product categories, affect content marketing plans and practices on the Web and social media. Design/methodology/approach This is a conceptual paper based on the classification proposed by Morton and Devine (1985) on the axes of investment and involvement. The author uses secondary research evidence from both academic and industry sources to document content marketing trends in the US and the EU markets and allocates such trends using the semiotic square. Findings The findings indicate that products in each quadrant follow similar practices regarding content publishing, campaign planning and community management. Research limitations/implications Further research may test this model empirically and assess its merits in different markets. Practical implications Managers can use this model for content planning, considering category-related opportunities and limitations. The model may also serve as a teaching tool to familiarize students with older research and its potential contribution in current settings. Originality/value By applying an old model in the current US/EU context, this paper helps document and understand content marketing practices, paving the way toward their optimization.

Sign in / Sign up

Export Citation Format

Share Document