International mobile marketing: a satisfactory concept for companies and users in times of pandemic

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lázaro Florido-Benítez
Keyword(s):  
Relevant Literature ◽  
Secondary Data ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Melting Pot ◽  
Content Type ◽  
Online Commerce ◽  
Comprehensive Framework ◽  
Support Research

PurposeThis study’s purpose is to analyze the international mobile marketing (IMK) in order to stage the importance of this tool in the internationalization of companies. Our understanding of mobile marketing is constantly evolving, due to its high business penetration in a world globalized by technologies.Design/methodology/approachA review of the relevant literature on IMK, companies and customers is undertaken to understand the link between them. The paper begins by explaining the coronavirus disease 2019 is accelerating the change of the rules of the game in traditional and online commerce around the world. Furthermore, this study uses secondary data from organisation for economic co-operation and development (OECD), Sensor Tower, mobile marketing association (MMA), App Annie, among others, to support research results.FindingsThe results have shown that IMK has opened a melting pot of opportunities for companies and consumers in this period of pandemic; the potential of this tool is being redefined, in order to identify, anticipate and satisfy customers requirement profitably and efficiently. This study aims to provide an assessment of new concept of IMK and how this tool has to be integrated into the firm’s digital marketing strategies.Originality/valueThe study contributes to make better future decisions in the international digital expansion of companies by company executives and marketing experts. This paper provides a comprehensive framework intended to guide research efforts focusing on digital marketing as well as to aid practitioners in their quest to achieve IMK success.

The effects of COVID-19 on Andalusian tourism and aviation sector

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lázaro Florido-Benítez
Keyword(s):  
Relevant Literature ◽  
Secondary Data ◽  
Aviation Industry ◽  
Content Type ◽  
Average Decrease ◽  
Tourist Destinations ◽  
Tourism Sector ◽  
Tourist Demand ◽  
The Impact ◽  
Support Research

Purpose This study aims to analyze the effects of COVID-19 on airlines, airports and the destination Andalusia. On that basis, the study has assessed the bankruptcy of some airlines, closure and reduction of the frequency of air routes, COVID-19 measures at airports by governments, etc., to adapt to new circumstances, be efficient and plan their resources according to the tourist demand. Design/methodology/approach A review of the relevant literature on the impact of COVID-19 on the aviation industry, airports and tourism sector are undertaken to understand the link between them. The paper begins by explaining the effects of the pandemic on the aviation industry and discusses its impact in the Andalusian region. Furthermore, this study uses secondary data from IATA, AENA, EUROCONTROL, INE, OAG, UNTWO, etc., to support research results. Findings The results of the effects of the pandemic in Andalusia are being devastating and this destination is heavily dependent on tourism. The drastic drop in flight frequencies at airports during the pandemic has caused an average decrease of −65% in passenger arrivals at airports until October 2020 that is 23 million passengers, too many passengers for the Andalusian economy, which depends mainly on the tourism sector. Originality/value The study contributes toward assessing the COVID-19 effects on the aviation industry and tourist destinations. Both sectors will re-emerge in the medium term and at different speeds in different regions. The contribution of this study is essential for managers and operators of airlines, airports and tourist destinations to make better future decisions.

Information processing by elderly consumers: a five-decade review

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Gianluigi Guido ◽  
Marco Pichierri ◽  
Cristian Rizzo ◽  
Verdiana Chieffi ◽  
George Moschis
Keyword(s):  
Information Processing ◽  
Design Methodology ◽  
State Of The Art ◽  
Relevant Literature ◽  
Academic Research ◽  
The Elderly ◽  
Marketing Strategies ◽  
Content Type ◽  
Processing Activity ◽  
Elderly Consumers

Purpose The purpose of this study is to review scholarly research on elderly consumers’ information processing and suggest implications for services marketing. Design/methodology/approach The review encompasses a five-decade period (1970–2018) of academic research and presents relevant literature in four main areas related to information processing: sensation, attention, interpretation and memory. Findings The study illustrates how each of the aforementioned phases of the information processing activity may affect how elderly individuals buy and consume products and services, emphasizing the need for a better comprehension of the elderly to develop effectual marketing strategies. Originality/value The study provides readers with detailed state-of-the-art knowledge about older consumers’ information processing, offering a comprehensive review of academic research that companies can use to improve the effectiveness of their marketing efforts that target the elderly market.

Cannabis and web marketing strategies-A study of Colorado cannabis vendors

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Samer Forzley
Keyword(s):  
Design Methodology ◽  
Profit Sharing ◽  
Marketing Strategies ◽  
The State ◽  
Digital Marketing ◽  
Socially Responsible ◽  
Content Type ◽  
Age Verification ◽  
Marketing Methods ◽  
Responsible Manner

PurposeThis study aimed to investigate the level of adoption of digital marketing by cannabis vendors in the state of Colorado.Design/methodology/approachThe study surveyed a random sample of 30 cannabis vendors in the state of Colorado. The analysis of the vendors’ use of digital marketing methods was conducted using a rubric based on a modified 7C Framework.FindingsIn the state of Colorado, the cannabis industry is nascent and has made an initial investment in digital marketing. While most companies had deployed a website, these websites featured basic elements of digital marketing. Though limited, the industry has made initial attempts to engage customers in a socially responsible manner. The industry would also benefit from better age verification, educational programs and profit sharing.Originality/valueThe study furthers the application of 7C Framework used in evaluating e-commerce sites for cannabis marketing.

Digital Marketing and Civic Society- A Case Study

2019 ◽  
Author(s):  
Garima Kohli ◽  
Amisha Gupta
Keyword(s):  
Rural Areas ◽  
Secondary Data ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Primary Data ◽  
Civic Society ◽  
Use Of Technology ◽  
Geographical Scope ◽  
Electronic Channels

Today in era of Information technology every business wants to deliver their products and services through various electronic channels. Digital marketing is of great use as far as the growth of the Indian Economy is concerned. Customers are satisfied through purchasing digital marketing. Digital marketing is modern practice that gives a chance to the business by changing to client-centered marketing strategies and thus provides an opportunity to grow business rapidly. Thus, Digital marketing is touching the urban India in lot many aspects and still holds tremendous potential which can multiply the opportunities for business enterprises in rural areas too. With the use of technology, there had been an increase in penetrating the productivity and efficiency. Banks have changed their approach from “Conventional Banking to Convenience Banking” and “Mass Banking to Class Banking”. The present study is exploratory in nature and is an attempt to examine the importance of digital marketing in today’s scenario and its impact on the civic society. The geographical scope of the study includes Jammu city of JandK region among the customers who were purchasing products and using services through digital marketing. The study is based on both primary and secondary data. A structured questionnaire with a sample size of 302 is used to collect the Primary data.

Marketing strategies in small animal clinical practice

2017 ◽  
Vol 11 (3) ◽  
pp. 235-247
Author(s):  
José Antonio Soares ◽  
André Luiz Baptista Galvão ◽  
Lucas Vinicius Shigaki de Matos ◽  
Julia Cestari Pierucci ◽  
Katia Denise Saraiva Bresciani ◽  
...  
Keyword(s):  
Veterinary Medicine ◽  
Clinical Practice ◽  
Public Relations ◽  
Service Sector ◽  
Small Animal ◽  
Secondary Data ◽  
Marketing Strategies ◽  
Integrated System ◽  
Economic Point ◽  
Content Type

Purpose Marketing strategies can be used to leverage business in the service sector, specifically in veterinary medicine; among other benefits, it can make a difference in satisfaction and consequent customer loyalty. Marketing should be used with ethics and professionalism due is one administration area that contributes to effective management in the continuous pursuit of quality in the provision of services and demonstrate that veterinary clinics have much to gain if managed with support of marketing strategies. This paper aims to analyze the applicability of marketing strategies in the management of small animal clinics, such as guidelines to the entrepreneurs of this services sector. Design/methodology/approach Marketing literature is plentiful in proposing alternative strategies, whether focused on the achievement and loyalty of customers, whether to raise the competitiveness of an organization or simply to its survival in the market. In this study, some marketing strategies were selected, on secondary data research, in theoretical framework, to investigate their application in the practice of veterinary medicine. This study emphasizes promotional strategy toward communication with the market and construction of organizational image, using public relations as marketing strategy. Findings The use of marketing strategies is recommended in the management of small animal clinical practice, especially with respect to the high customer satisfaction by streamlining the procedures and optimizing veterinary services provision. Originality/value This study is different because it proposes an integrated system of management techniques in veterinary organizations, which will lead to better efficiency of attendance, adding value to the service provided and generating greater profitability for the organization, which positively reflects on the economic point of view and for the image of the company and its professionals, providing a better quality of life for both clients and their pets.

scholarly journals Strategi Pemasaran Digital Lembaga Filantropi Islam

2020 ◽  
Vol 2 (2) ◽  
pp. 190-218
Author(s):  
Ulfa Junidar
Keyword(s):  
Digital Media ◽  
Descriptive Analysis ◽  
Secondary Data ◽  
Positive Influence ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Primary Data ◽  
Human Beings ◽  
It Capability ◽  
Data Source

Strategy digital marketing is a step taken by the Islamic philanthropic institution in introducing all products or social programs by disseminating information, approaching/offering to potential donors to be willing to help materially and morally by using online digital media in a certain period of time. Islamic philanthropy is the act of a Muslim who loves his fellow human beings and the value of humanity, thus contributing his time, money, and energy to help others with Islamic values. The purpose of this study is to examine the marketing strategies used by PKPU and Rumah Zakat through digital media in disseminating each program of the institution and to analyze strategy digital marketing to the collection and distribution of ZIS funds by PKPU and Rumah Zakat from 2012-2017. This research is qualitative research with a descriptive analysis method that focuses on the primary data source and secondary data. Methods of data collection are observation, interviews, and online media surveys. The results show that strategy digital marketing used by PKPU and Rumah Zakat with an Integrated digital marketing method consisting of content marketing, mobile marketing, continuous marketing, visual marketing, personalized marketing. Strategy digital marketing is giving a positive influence on the collection and distribution of people's funds by PKPU and Rumah Zakat. It is suggested that to develop institutional capacity in providing human resources of Islamic philanthropy is expected to keep increasing the creative and innovative IT capability in marketing the program and also make it easier for potential donors and donors to access the offered programs.

Introducing relational dialectics on actor engagement in the social media ecosystem

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rodoula H. Tsiotsou
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Relational Dialectics ◽  
Content Type ◽  
The Social ◽  
Marketing Intelligence ◽  
Media Ecosystem ◽  
Service Ecosystem ◽  
Comprehensive Framework ◽  
First Time

Purpose The purpose of this paper is to provide an in-depth understanding of actor engagement (AE) on social media by proposing a holistic and integrative conceptual framework. Design/methodology/approach Based on a sample of 118 articles, the paper draws on the service-dominant logic (SDL)-based service ecosystem perspective combined with the tenets of relational dialectics as theoretical lenses to inform AE research in social media. Findings The paper proposes a framework of AE in social media called the TASC model, an acronym of Thesis-Antithesis-Synthesis-Conflict. TASC introduces the dialectical nature of AE and discusses the contexts and levels of AE in the social media ecosystem and their evolving processes. Practical implications Firms can apply the knowledge provided by TASC to gather marketing intelligence and develop marketing strategies to anticipate tensions, motivate the desired AE intensity and valence and reinforce value co-creation in the social media ecosystem. Originality/value TASC is a comprehensive framework that, for the first time, explains engagement at all levels of the social media ecosystem by combining the SDL-based service ecosystem view with the relational dialectics perspective.

Revival of the traditional handicraft enterprising community in Pakistan

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohsin Shafi ◽  
Lixi Yin ◽  
Yue Yuan ◽  
Zoya
Keyword(s):  
Swot Analysis ◽  
Wage Gap ◽  
Relevant Literature ◽  
Secondary Data ◽  
Content Type ◽  
Growth And Survival ◽  
Resource Limitations ◽  
Critical Issues ◽  
Survival And Growth ◽  
And Gender

Purpose This study aims to examine issues affecting the growth and survival of traditional handicraft enterprising community in Pakistan, and analyzes their strengths, weaknesses, opportunities and threats, as well as develops strategic solutions to overcome the problems identified for their revival. Design/methodology/approach This exploratory study is based on a descriptive approach because it attempts to investigate the critical issues faced by traditional handicraft enterprising community. To operationalize the theoretical approach, this paper used a SWOT analysis of craft enterprising community. After thoroughly reviewing relevant literature, this study put forward strategic solutions for the revival of the traditional enterprising community. Moreover, secondary data on employment and gender wage gap were used to provide empirical evidence of the issues identified and emphasize the importance of strategic solutions. Findings This study found that traditional handicraft producers are facing many problems that hinder their survival and growth. This paper, therefore, makes some essential strategic recommendations on how to overcome these issues. The current research argues that Pakistan’s handicraft industry must be revived; else, centuries-old traditional culture and patrimonial knowledge will vanish. Moreover, there is a need to attract foreign investment to overcome resource limitations and improve the competitive capability of the enterprising community. Notably, government intervention is necessary for the revival of the traditional handicraft industry. Originality/value This study provides in-depth knowledge of issues faced by the Pakistani traditional handicraft enterprising community and suggests possible strategic solutions for the problems identified. Unlike previous studies, this research also discusses the essential characteristics of traditional handicrafts that differentiate them from identical mechanized products.

Prosumer engagement in innovation strategies

2014 ◽  
Vol 52 (10) ◽  
pp. 1968-1980 ◽  
Author(s):  
Sabina Seran (Potra) ◽  
Monica Izvercian
Keyword(s):  
Decision Making ◽  
Design Methodology ◽  
Relevant Literature ◽  
Marketing Strategies ◽  
Managerial Decision ◽  
Content Type ◽  
Starting Point ◽  
One Step ◽  
Innovative Potential ◽  
External Partner

Purpose – The purpose of this paper is to develop a new enriched approach regarding the prosumer concept and a framework for efficient managerial decision, making use of prosumer innovative potential. Design/methodology/approach – Based on relevant literature sources, this paper takes the prosumer concept one step further from usual interpretations suggesting its innovative potential for companies which adequately address this issue. Depending on their own objectives, the domain limitations and the creativity they are allowing regarding specific activities or campaigns, companies can open up and develop prosumer co-creation strategies. Findings – The authors develop a new prosumer understanding of value co-creation and design prosumer-oriented marketing strategies as a starting point for important decision making and complex marketing campaign creation in an always changing environment. Originality/value – The research contributes to the existing knowledge on prosumerism, being at the same time valuable for managers, especially in the marketing domain. Marketing corporate specialists do not have guidelines on how to understand, relate and engage these new consumers in corporate activities and therefore loose a potential creative external partner and a significant competitive advantage.

To be corrupt or not to be corrupt

2014 ◽  
Vol 17 (3) ◽  
pp. 306-326 ◽  
Author(s):  
Hendi Yogi Prabowo
Keyword(s):  
Decision Making ◽  
Relevant Literature ◽  
Secondary Data ◽  
Decision Makers ◽  
Primary Sources ◽  
Decision Making Process ◽  
Perceived Benefits ◽  
Content Type ◽  
Eradication Strategy ◽  
Benefits And Costs

Purpose – The purpose of this paper, which is based on author’s study, is to shed light on the behavioral elements of corruption in particular the decision-making process undertaken by potential offenders to construct a solid basis for effective corruption eradication strategy in Indonesia. Design/methodology/approach – This study examines corruption cases in Indonesia in the past two years which have been investigated by the Indonesian Corruption Eradication Commission as well as relevant literature on corruption to gain a better understanding of corruption offenders’ behavior. Findings – The author establishes that by looking at the behavioral side of corruption we may gain more understanding on potential offenders’ way of thinking as a reference in dealing with corruption. The discussions in this paper suggest that when potential offenders are exposed to pressure/motivation, opportunity and rationalization to commit corruption, they will (consciously or subconsciously) assess all the perceived benefits and costs before deciding to commit (or not to commit) corruption. Understanding the mechanics by which potential offenders decide to engage (or not to engage) in corruption will provide government and decision makers with a solid basis for formulating an effective corruption eradication strategy. Research limitations/implications – This study utilizes only secondary data sources to build its analysis on the perceived benefits and costs of engaging in corrupt practices. For future studies, primary sources, such as incarcerated corruption offenders, will offer a more accurate view of the actual decision-making process behind corrupt practices. Practical implications – This paper contributes to the development of effective corruption eradication strategy in Indonesia by introducing the fraud decision scale as a framework by which appropriate measures will be devised so as to yield the intended results. Originality/value – Instead of taking the more popular legal or political standpoint, this paper takes an unconventional view of assessing corruption problem from the behavioral perspective.

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