scholarly journals Brand Promotion Peculiarities

2021 ◽  
pp. 82-86
Author(s):  
Svitlana Ivanytska ◽  
Anna Aheicheva
Keyword(s):  
Social Media ◽  
Personal Selling ◽  
Loyalty Programs ◽  
Consumer Confidence ◽  
The Internet ◽  
Live Streaming ◽  
Brand Name ◽  
Free Trial ◽  
Brand Promotion ◽  
Valuable Content

The brand promotion peculiarities are studied. It has been determined that the process of brand promotion includes: marketing a brand name and logo, making souvenirs, placing on various media, releasing videos, layouts for advertising, announcements on the Internet and much more. Used methods to promote brands are considered, such as: advertising, personal selling, packaging, 360° campaign, brand promotion on the Internet. The ways to promote a brand have been proven to be: website building, search engine optimization, social media, live streaming, storytelling, creating valuable content, blogging, email, LinkedIn Publishing Platform, prizes, infographics, car wraps, networking events, offline ads, promotions, loyalty programs, free trial product giveaways, strong branding. As a result of the study, it was found that brand promotion is the creation of consumer confidence in a product.

scholarly journals REALITAS PENYIMPANGAN SOSIAL DALAM KONTEKS CYBER SEXUAL HARRASMENT PADA JEJARING SOSIAL LIVE STREAMING BIGO LIVE

2020 ◽  
Vol 4 (2) ◽  
pp. 21-39
Author(s):  
Abdul Munir ◽  
Riki Harianto
Keyword(s):  
Social Media ◽  
Routine Activities ◽  
The Internet ◽  
Live Streaming ◽  
Visual Methods ◽  
The People ◽  
Norms And Values ◽  
The World ◽  
Community Forum ◽  
Internet Community

live streaming is a latest innovation for people to express themselves and exchange ideas. The current social media that is becoming a trend among the people and using live streaming as a means to interact is social media live streaming Bigo live. The existence of bigo live as an internet community forum (Cyber Community) certainly changes in the norms and values ​​adopted by these users, so it cannot be denied that in the internet community (Cyber Community) there are changes and rules that occur . One of them appears an interaction created virtually in the world, where the emergence of a form of deviation that occurs in social media live streaming bigo live, one of which is cyber sexual harassment. The method used in this study uses visual methods. The theory used in this paper is the theory of routine activities where observations take place and observe every bigo live social media user.

Identifying Key Important Factors Affecting Consumer Purchase Behaviour On Luxury Brand Through the Use of Instagram

2020 ◽  
pp. 89-109
Author(s):  
Pankarn Panachuenvongsak ◽  
Olusoyi Richard Ashaye
Keyword(s):  
Social Media ◽  
Consumer Behaviour ◽  
Online Shopping ◽  
The Internet ◽  
Brand Name ◽  
Key Factors ◽  
Factors Affecting ◽  
Online Consumer ◽  
Use Of Social Media ◽  
Online Consumer Behaviour

Purchasing via the internet is one of the most rapidly growing forms of shopping, which has overcome traditional retailing since late 1998. In this chapter, factors related to online and social media shopping and the benefits of using social media will be discussed. Instagram application, tendency of using brand name, online consumer behaviour, and Thai consumer behaviour towards the use of social media will also be illustrated to review what the key factors important in online shopping mentioned in previous research are.

scholarly journals Effect of Social Media Marketing on The Conversion Rate of Deposit Money Banks in Nigeria

2019 ◽  
Vol 16 (1) ◽  
pp. 1
Author(s):  
Newman C Enyioko ◽  
Gabriel A Okwandu
Keyword(s):  
Social Media ◽  
Conversion Rate ◽  
Response Rate ◽  
Social Media Marketing ◽  
The Internet ◽  
Insignificant Effect ◽  
Bank Staff ◽  
Bank Managers ◽  
Marketing Activities ◽  
Brand Promotion

The study examined the effect of social media marketing on the conversion rate of deposit money banks in Nigeria. Blog, Facebook, Twitter, and LinkedIn were used as the dimensions of social media marketing. The study revealed a gap from the literature that social media marketing and organizational efficiency of banks in Nigeria has not been extebsively studied in Nigeria. The study used the conversion rate as a dependent variable. The study adopted descriptive and inferential statistical tools to analyze the data and test the hypotheses. A questionnaire was used to elicit information from the respondents. The population of the study consisted of all the 22 banks approved by CBN. The study sampled 159 respondents from 22 banks in Nigeria and validly used 133 respondents representing 83.65% response rate for data analysis. The study found that banks use a blog, Facebook, Twitter, and LinkedIn to conduct their marketing activities for brand promotion and persuasion of customers to patronize them. The study revealed that Blog has a positive but insignificant effect on conversion rate.  The study discovered that Facebook has a positive and significant effect on conversion rate. The study revealed that Twitter has a positive and significant effect on conversion rate. The study found that LinkedIn has a positive and insignificant effect on conversion rate. The study concludes that as banks use blogs, Facebook, Twitter, and LinkedIn to create awareness about their products and services on the internet. The study recommends that bank managers should use Blog, Facebook, Twitter, and LinkedIn by encouraging all the bank staff to participate in social media marketing which in turn covers more ground for the enhancement of conversion rate leading to the conversion rate of banks.

PENGARUH KUALITAS PRODUK, CITRA MEREK DAN NILAI EMOSIONAL TERHADAP KEPUTUSAN PEMBELIAN DAN DAMPAKNYA PADA KEPUASAN KONSUMEN (STUDI PADA KONSUMEN TUPPERWARE DI KOTA PONTIANAK)

2019 ◽  
Vol 7 (4) ◽  
Author(s):  
NICODEMUS B2041141022
Keyword(s):  
New York ◽  
Path Analysis ◽  
Brand Equity ◽  
Business Strategy ◽  
Consumer Satisfaction ◽  
Brand Image ◽  
Personal Selling ◽  
Service Marketing ◽  
Brand Name ◽  
Science Review

Penelitian ini merupakan penelitian kuantitatif dengan menggunakan metode deskriptif kausalitas dengan menggambarkan kondisi sebagaimana adanya berdasarkan data yang diperoleh pada saat penelitian pada stockiest Tupperware Jl.Danau Sentarum dan Jl. Sungai jawi kota  Pontianak. Dalam penelitian ini, sampel diambil sebanyak 100 responden yang menggunakan produk Tupperware. Teknik analisis data menggunaka analisis Regresi Bertahap (Analisis Jalur/Path Analysis), Analisis jalur tidak hanya menguji pengaruh langsung, tetapi juga menjelaskan tentang ada atau tidaknya pengaruh tidak langsung yang diberikan variabel bebas melalui variabel intervening terhadap variabel terikat.Dari hasil penelitian ini menunjukan bahwa kualitas produk (X1) dan citra merek (X2) tidak berpengaruh signifikan terhadap keputusan pembelian (Y1) produk Tupperware, hal ini berarti H1 dan H2 ditolak. Sedangkan nilai emosional (X3) berpengaruh signifikan terhadap keputusan pembelian (Y1) produk Tupperware, hal ini berarti H3 terbukti (diterima).Berdasarkan hasil pengujian hipotesis, dapat diketahui bahwa citra merek (X2) dan nilai emosional (X3) tidak berpengaruh signifikan terhadap kepuasan konsumen (Y2) produk Tupperware, hal ini berarti H5 dan H6 tidak terbukti (ditolak). Sedangkan kualitas produk (X1) berpengaruh signifikan terhadap kepuasan konsumen (Y2), hal ini berarti H4 terbukti (diterima). Berdasarkan hasil pengujian hipotesis keputusan pembelian (Y1) berpengaruh signifikan terhadap kepuasan konsumen (Y2) produk Tupperware, hal ini berarti H7 terbukti (diterima). Penelitian ini menunjukkan bahwa keputusan pembelian tidak memediasi kualitas produk dan citra merek terhadap kepuasan konsumen dari produk Tupperware. Kata kunci : kualitas produk, citra merek, nilai emosional, keputusan pembelian, kepuasan konsumen.DAFTAR PUSTAKA  Aaker, David A (1991), Managing Brand Equity: Capitalizing on the value of Brand Name, Prentice Hill, New York Almaulidta, Suharyono dan Yulianto (2015). “Pengaruh Green Brand Terhadap Keputusan Pembelian dan Kepuasan Konsumen (Survei Pada Mahasiswa Program Strata 1 Fakultas Ilmu Administrasi Universitas Brawijaya yang Menggunakan Produk Elektronik Merek Sony”. Malang Jurnal Administrasi Bisnis Vol. 3, No.1, 2015. Amirullah (2002). Perilaku Konsumen, Cetakan Pertama, Graha Ilmu, Yogyakarta. Anastasia dan Nurendah (2014). “Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Konsumen. Bogor: Jurnal Ilmiah Manajemen Kesatuan Vol. 2, No. 2, 2014. Atmaja dan Adiwinata (2013). “Pengaruh Produk, Harga, Lokasi, dan Kualitas Layanan Terhadap Keputusan Pembelian di Kopitiam Oey Surabaya”. Surabaya: Jurnal Hospitality dan Manajemen Jasa Vol. 1, No. 2, 2013. Engel, James, F, Roger D. Blackwell, dan Paul W. Miniard (1994). Perilaku Konsumen. Edisi Keenam. Jilid 1. Penerbit Binarupa Aksara. Jakarta Ghozali, Imam. 2005. Aplikasi Analisis Multivariate dengan Program SPSS. Badan Peerbit Universitas Diponegoro, Semarang. Giese & Cote. (2000). Academy of Marketing Science Review. Defining Consumer Satisfaction. Vol 2000 No. 1 Available: http://www.ams review.org/articlesgiese01-2000.pdf Haryadi Sarjono, Winda Julianit (2011). SPSS vs LISREL sebuah pengantar Aplikasi untuk Riset. Penerbit Salemba Empat. Jakarta. Heriyati dan Septi (2011). “Analisis Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen pada Hanphone Nexian”. Jakarta: Jornal of Business Strategy and Excecuation Vol. 4, No. 1, 2012. https://metlitblog.wordpress.com/2016/11/25/pengertian-analisis-data-menurut-ahli/ Keller, Kevin L (1993). How to manage brand equity. Jakarta: Gramedia Pustaka.Kotler,Philip dan Gary Amstrong (2001). Prinsip-Prinsip Pemasaran, jilid 2, edisi ke-8. Penerbit Erlangg, Jakarta.Kotler,Philip dan Kevin Lane Keller (2012). Marketing Management. New Jersey: Pearson Education Limited. Kotler,Philip, dan Gary Armstrong (2012). Principle of Marketing. Upper Sadle River, N.J : Pearson Prentice Hall. Kotler,Philip  (2005). Manajemen Pemasaran. Jilid II. Edisi Kesebelas. Alih Bahasa Benyamin Molan. Jakarta : Indeks. Loverlock, Christoper H dan Wright, Lauren K (2007). Manajemen Pemasaran Jasa, Jakarta : Indeks. Panjaitan (2012). “Pengaruh Harga, Kualitas Produk, Tempat dan Kualitas Layanan Terhadap Kepuasan Konsumen (Studi Kasus Pada Restoran Simpang Raya BSD)”. Jakarta : DeReMa Jurnal Manajemen Vol. 7, No. 2, 2012. Priansa. Donni Juni (2017). Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer. Bandung: Alfabeta. Priyanto, Rosa, Syarif (2014). “Pengaruh Personal Selling dan Kualitas Produk Terhadap Keputusan Pembelian”. Bogor: Jurnal Ilmiah Manajemen Kesatuan Vol. 2 No.1, 2014. Rares dan Jorie (2015). “Pengaruh Harga, Promosi, Lokasi, Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen di Toko Bengkel Gaoel Manado Town Square”. Manado: Jurnal EMBA Vol. 3, No. 2, 2015. Rizan dan Anjarestu (2013). “Pengaruh kualitas Produk dan Personal Selling Terhadap Kepusasn Pelanggan Pada Majalah Info Bekasi (Studi Kasus PT.SIBK)”. Bekasi: Jurnal Riset Manajemen Sains Indonesia (JRMSI) Vol.4, No. 1, 2013. Setiadi, Nugroho J (2003). Perilaku Konsumen. Kencana. Jakarta.Stanton, William J (1991), Prinsip Pemasaran, Erlangga. Jakarta.Sugiono (2002). Statistika Untuk Penelitian. Bandung : CV AlfabetaTjiptono, Fandy (2001). Strategi Pemasaran. Edisi Kedua. Cetakan Keenam. Yogyakarta: Penerbit. Andy. Tjiptono, Fandy (2002). Strategi Pemasaran, Edisi Kedua. Penerbit Andi Offset, Yogyakarta. Tjiptono, Fandy (2006). Manajemen Jasa. Jogyakarta : AndiUmar, Husein (2009). Metode Penelitian untuk Skripsi dan Tesis Bisnis. Jakarta: Rajawali Pers Yana, Suharyono, Abdillah (2015). “Pengaruh Citra Merek Terhadap Kepuasan Pelanggan dan Loyalitas Pelanggan. Malang : Jurnal Administrasi Bisnis Vol. 21 No. 1, 2015. Zeithaml, V.A., & Bitner, M.J (2009). Service Marketing , Integrating Customer Focus Across Firm, Fifth Edition. New York: Irwin McGraw-Hill.

MEDIA LITERASI BAGI DIGITAL NATIVES: PERSPEKTIF GENERASI Z DI JAKARTA

2018 ◽  
Vol 6 (1) ◽  
pp. 60
Author(s):  
Ranny Rastati
Keyword(s):  
Social Media ◽  
Media Literacy ◽  
Generation Y ◽  
Role Model ◽  
Digital Natives ◽  
The Internet ◽  
Positive Image ◽  
Generation Z ◽  
Internet Users ◽  
Depth Interview

In 2017 the majority of internet users are 19-34 years old or 49.52% (APJI, 2017). Almost half of the internet users in Indonesia are digital natives who were born after 1980: Generation Y (1980-1995) and Generation Z (1996-2009). This research will be focused on Generation Z as the true generation of the internet. Generation Z was born when the internet is available, a contrast to Generation Y who is still experiencing the transition of the internet. The purpose of this research is to find an effective way of providing information about media literacy to Generation Z. Through descriptive qualitative, the study was conducted with in-depth interview and observation toward 12 university students in Jakarta. The results showed that there are four effective ways of providing information about media literacy which is i) videos distributed to social media such as Youtube and Instagram, ii) interesting memes in communicative style, iii) through selebgram or micro-celebrity in Instagram who is consider as a role model and have a positive image, and iv) roadside billboards. Another interesting finding is that male informants tend to like media literacy information through videos and memes, while female informants prefer campaigns conducted by positive image selebgram and billboard. AbstrakPada tahun 2017 pengguna internet di Indonesia mayoritas berusia 19-34 tahun yaitu sebanyak 49,52% (APJI, 2017). Dari data tersebut terlihat bahwa hampir sebagian pengguna internet di Indonesia adalah digital natives atau penutur asli teknologi digital yaitu orang-orang yang lahir setelah tahun 1980: Generasi Y (1980-1995) dan Generasi Z (1996-2009). Penelitian ini akan difokuskan kepada Generasi Z karena mereka dianggap sebagai sebenar-benarnya generasi internet. Generasi Z lahir saat teknologi tersebut sudah tersedia, berbeda dengan Generasi Y yang masih mengalami transisi teknologi hingga menuju internet. Tujuan penelitian ini adalah mencari tahu cara yang efektif dalam memberikan informasi mengenai media literasi kepada generasi Z. Metode yang digunakan adalah deskriptif kualitatif dengan observasi dan wawancara mendalam. Informan berjumlah 12 orang mahasiswa di Jakarta. Hasil penelitian menunjukkan bahwa ada empat cara yang efektif dalam memberikan informasi mengenai media literasi yaitu i) video yang disebarkan ke media sosial seperti Youtube dan Instagram, ii) meme menarik dengan bahasa yang mudah dimengerti, iii) melalui selebgram yang menjadi panutan dan berimage positif, dan iv) papan iklan di pinggir jalan. Temuan menarik lainnya adalah informan laki-laki cenderung menyukai informasi media literasi melalui video dan meme yang disebarkan ke media sosial, sementara perempuan lebih menyukai kampanye yang dilakukan oleh selebgram berimage positif dan papan iklan.

Utilizing Blockchain Technology in Social Media Bot Identification

2020 ◽  
Author(s):  
Shreya Reddy ◽  
Lisa Ewen ◽  
Pankti Patel ◽  
Prerak Patel ◽  
Ankit Kundal ◽  
...  
Keyword(s):  
Machine Learning ◽  
Social Media ◽  
Gold Standard ◽  
The Internet ◽  
Learning Models ◽  
Current Time ◽  
Machine Learning Methods ◽  
Blockchain Technology ◽  
Modern Age ◽  
Machine Learning Models

<p>As bots become more prevalent and smarter in the modern age of the internet, it becomes ever more important that they be identified and removed. Recent research has dictated that machine learning methods are accurate and the gold standard of bot identification on social media. Unfortunately, machine learning models do not come without their negative aspects such as lengthy training times, difficult feature selection, and overwhelming pre-processing tasks. To overcome these difficulties, we are proposing a blockchain framework for bot identification. At the current time, it is unknown how this method will perform, but it serves to prove the existence of an overwhelming gap of research under this area.<i></i></p>

Chinese Social Media Platforms and Microblogging in the Context of Public Diplomacy

Communicology ◽  
2020 ◽  
Vol 8 (1) ◽  
pp. 167-179
Author(s):  
E.S. Nadezhkina
Keyword(s):  
Social Media ◽  
Public Opinion ◽  
Public Diplomacy ◽  
User Generated Content ◽  
The Internet ◽  
Interactive Communication ◽  
Network Interaction ◽  
Social Media Platforms ◽  
The Right ◽  
Chinese Social Media

The term “digital public diplomacy” that appeared in the 21st century owes much to the emergence and development of the concept of Web 2.0 (interactive communication on the Internet). The principle of network interaction, in which the system becomes better with an increase in the number of users and the creation of user-generated content, made it possible to create social media platforms where news and entertainment content is created and moderated by the user. Such platforms have become an expression of the opinions of various groups of people in many countries of the world, including China. The Chinese segment of the Internet is “closed”, and many popular Western services are blocked in it. Studying the structure of Chinese social media platforms and microblogging, as well as analyzing targeted content is necessary to understand China’s public opinion, choose the right message channels and receive feedback for promoting the country’s public diplomacy. This paper reveals the main Chinese social media platforms and microblogging and provides the assessment of their popularity, as well as possibility of analyzing China’s public opinion based on “listening” to social media platforms and microblogging.

Customer Relationship Management- The Indian Perspective

2015 ◽  
Vol 3 (2) ◽  
Author(s):  
Pankaj K. Trivedi
Keyword(s):  
Social Media ◽  
Product Quality ◽  
Customer Relationship Management ◽  
Paradigm Shift ◽  
Relationship Management ◽  
Modern Technology ◽  
Customer Relationship ◽  
Brand Name ◽  
Service Support ◽  
Indian Perspective

Market is a kingdom and customer is the king. This is a renowned maxim pursued by the Indian companies in true spirit. With the advancement in modern technology, customers are becoming more and more informed about their need and want. Nowadays social media is educating them and they scout around for best product, brand name, product quality, operation, and service support. Marketing has thus, undergone a paradigm shift and has come up to the point of establishing relationship with customer. Not just retaining the existing customers but even attracting new customers has become a big challenge. This is the main reason why companies have shifted their focus from being product-centric to customer-centric.

Introduction to the Digital Street

2018 ◽  
Author(s):  
Jeffrey Lane
Keyword(s):  
Social Media ◽  
The Internet ◽  
Outreach Worker ◽  
Digital Form ◽  
Street Life ◽  
Black And Latino

The first chapter introduces the concept of the digital street. The author argues that a digital form of street life plays out alongside the neighborhood on social media. The author discusses how the traditional boundaries of street life and the street code in particular have shifted as neighborhood space extends online. Black and Latino teenagers now experience their neighborhood differently from previous generations. The author explains the fieldwork this book is based upon. The author describes meeting “Pastor” and becoming an outreach worker in his peace ministry and then taking on additional roles online and offline with teenagers and concerned adults. This introductory chapter also gives background on access to smartphones and the Internet. A brief description of the contents of each chapter and the order of the chapters is provided.

Feminist Cyber-Artivism, Musicing, and Music Teaching and Learning

2020 ◽  
pp. 291-312
Author(s):  
Marissa Silverman
Keyword(s):  
Social Media ◽  
Music Education ◽  
Case Studies ◽  
Teaching And Learning ◽  
The Body ◽  
The Internet ◽  
Philosophical Investigation ◽  
Music Teaching ◽  
Music Making ◽  
The Voice

This chapter asks an important, yet seemingly illusive, question: In what ways does the internet provide (or not) activist—or, for present purposes “artivist”—opportunities and engagements for musicing, music sharing, and music teaching and learning? According to Asante (2008), an “artivist (artist + activist) uses her artistic talents to fight and struggle against injustice and oppression—by any medium necessary. The artivist merges commitment to freedom and justice with the pen, the lens, the brush, the voice, the body, and the imagination. The artivist knows that to make an observation is to have an obligation” (p. 6). Given this view, can (and should) social media be a means to achieve artivism through online musicing and music sharing, and, therefore, music teaching and learning? Taking a feminist perspective, this chapter interrogates the nature of cyber musical artivism as a potential means to a necessary end: positive transformation. In what ways can social media be a conduit (or hindrance) for cyber musical artivism? What might musicing and music sharing gain (or lose) from engaging with online artivist practices? In addition to a philosophical investigation, this chapter will examine select case studies of online artivist music making and music sharing communities with the above concerns in mind, specifically as they relate to music education.

Sign in / Sign up

Export Citation Format

Share Document