scholarly journals The Influence of Celebrity Endorsement, Product Quality and Price on Purchase Interest of Kanzler Single Sausage Products

SIASAT ◽  
2021 ◽  
Vol 6 (1) ◽  
pp. 59-72
Author(s):  
Evelyn Maurencia ◽  
Hery Winoto Tj ◽  
Soegeng Wahyoedi
Keyword(s):  
Social Media ◽  
Communication Strategy ◽  
Global Perspective ◽  
Celebrity Endorsement ◽  
Goods And Services ◽  
Internet Users ◽  
Technological Advances ◽  
Marketing Tool ◽  
The Right ◽  
The Impact

At this time, technological advances are increasingly having a strong enough impact and if it can be utilized properly, this maximizes the results obtained from the existence of the technology itself. Especially in the act of marketing an item, using social media that has many users will make the product marketing process much easier. Supported by the current pandemic conditions that have made major changes in purchasing and selling product transactions, as well as a fairly high increase in internet users. Therefore, using social media that displays advertisers in the form of videos will be considered effective. For now, people are starting to be presented with various types of social media featuring videos such as Youtube, Snapchat, Instagram & TikTok. According to research (OGUNSIJI, 2012) celebrity endorsement is a marketing tool created to show differentiation points between various brands and coverage in the market. Meanwhile, (Nelson & Gloria, 2012) focuses celebrity support on a global perspective because this is a communication strategy that will create promotional actions for a product in the form of goods and services in society. The right choice should be made to choose a celebrity to endorse a brand, as celebrity endorsement can affect the image and productivity of an organization in positive or negative ways. With this research, it is hoped that entrepreneurs who want to market their products will be wiser and easier in choosing what kind of media are currently having a high appeal to consumers. In addition, readers will also be invited to see the benefits of the impact of celebrity endorsement, the quality of a product and how the price affects consumer purchase interest.   

scholarly journals Consumers’ Perception on Multiple Product Endorsements by Celebrity in Instagram Study Case

2019 ◽  
Vol 5 (2) ◽  
pp. 47
Author(s):  
Maria Eka Kurniawati
Keyword(s):  
Social Media ◽  
Social Life ◽  
Communication Strategy ◽  
Celebrity Endorsement ◽  
Value Perception ◽  
Celebrity Endorser ◽  
Multiple Product ◽  
The Impact ◽  
Product Endorsements ◽  
Emotional Level

Internet had made important changes in economic and social life. It provides interaction and a lot of information that create connection for marketers to reach out and touch their customers especially through Social Media. For present, Instagram is the most popular social media sites in Indonesia. Instagram provide an opportunity for one of the marketing strategies by using celebrity endorser to share their visual contents. Unique post and related content can engage consumers in a personal way and affect people on an emotional level. Celebrity Endorsement according to McCracken (1989) is a transfer process of value perception of the endorser to the product and then from product to consumer. The promotion in Instagram happens in simple manner when the celebrities share post in their Instagram feed. Previous study by Tripp (1994) found that multiple product endorsements by celebrities negatively influence consumer perceptions of the endorser and the product. However, in present day, many endorsement activities come from one celebrity endorser with different kind of products posted every day. Multiple product endorsements is imminent and unavoidable otherwise company may need to compensate the celebrity with a huge amount of endorser fee to make one celebrity exclusive only for their product, yet the impact for exclusive endorser has not been proven. This study focuses on Multiple Product Endorsements by Celebrities that happen in Instagram, researcher choose Nikita Willy, Joanna Alexandra and Karin Novilda as the celebrity endorsers. Qualitative approach has been used to explore and generate understanding on consumers’ perspective toward multiple product endorsements by celebrity. Literature review revealed there were lack of study on multiple product endorsements in Instagram. Hence, interviews were done among 10 respondents of active Instagram user during May 2018 to June 2018. It was found most of respondents favor multiple product endorsements as long as the products endorsed match with the endorser image, the type of contents shared by the endorser has impact on the product endorsed and multiple product endorsements by celebrities can benefit other products promote by the endorser. In general, it can be concluded that multiple product endorsements in Instagram is acceptable and may become part of the marketing communication strategy. Keywords: multiple product endorsement, celebrity endorsement

scholarly journals Brand placements in Films and Television: An effective marketing communication strategy to influence customers

2018 ◽  
Vol 10 (3) ◽  
pp. 1423-1433
Author(s):  
Zaeem Saqif ◽  
Shama Razi
Keyword(s):  
Communication Strategy ◽  
Brand Placement ◽  
Film And Television ◽  
Product Placements ◽  
Television Shows ◽  
Intention To Purchase ◽  
Brand Placements ◽  
Independent Variable ◽  
Marketing Tool ◽  
The Impact

There is a growing trend of brand or product placements in films and television shows globally, as well as in Pakistan (Aijaz, 2016; Balakrishnan, Shuaib, Dousin, & Permarupan, 2012). The aim of thisstudy is to explore the impact of brand placement strategies in film and television as a communication strategy from a viewpoint of Pakistani market.Surveys are conducted and questionnaires were distributed online among a sample of Pakistanis belonging to different income levels. Brand Placement Acceptance (BPA) is taken as independent variable, and its influence is tested on three dependent variables: Brand Loyalty (BL), Intention to Purchase (IP) and Attitude towards Brand (ATB). The results indicate that BPA has significant influence on BL, IP and ATB separately, and it can be used as an effective marketing tool to influence customers in a hyper competitive marketing landscape.This research concludes that brand placement has significantly favorable acceptance in Pakistani market.

scholarly journals The Influence of YouTube Beauty Vloggers on Indonesian Consumers’ Purchase Intention of Local Cosmetic Products

2020 ◽  
Vol 15 (5) ◽  
pp. 100
Author(s):  
Jui-Lung Chen ◽  
Apritika Dermawan
Keyword(s):  
Social Media ◽  
Information Exchange ◽  
Purchase Intention ◽  
Future Research ◽  
Web Based ◽  
Practical Applications ◽  
Mainstream Media ◽  
Marketing Tool ◽  
Willingness To Purchase ◽  
The Impact

Social media are web-based technology and social platform that involve social, personal and technological factors, which have triggered the development and evolution of website-based communities. Moreover, relevant web-based applications have also become the mainstream media for value creation and information exchange. The proliferation, convenience, and immediacy of social media have attracted many enterprises to adopt social media as a marketing tool. Among them, Electronic Word-of-Mouth (E-WoM), used mostly by vloggers (video bloggers), enables its users to review products and express their opinions on social media. Therefore, E-WoM has gradually become an important source of information for consumers, which influences their purchasing decisions. YouTube, a video sharing platform affiliated with Google, is a popular social media with tons of users. One of its most appealing and popular communities is Beauty Blogger, where beauty vloggers create and upload videos about beauty products. This study explored the impact of YouTube beauty vlogger on the attitude of Indonesian women towards locally made cosmetics and their willingness to purchase them. Based on the research results, relevant conclusions and recommendations were proposed which can be used as a reference for future research and practical applications.

scholarly journals Social Media and the Quality of Subjective Well-Being; Counseling Perspective in Digital Era

2018 ◽  
Author(s):  
Zadrian Ardi ◽  
Indah Sukmawati
Keyword(s):  
Social Media ◽  
Well Being ◽  
Subjective Well Being ◽  
Social Community ◽  
Digital Era ◽  
Internet Users ◽  
The Social ◽  
The World ◽  
The Impact

Various studies in the information technology revealed that there has been a change in the trend of internet use in recent years. Internet users in the world prefer to spend time accessing the internet through the social media. Social media with a variety of platforms provides special communities with their own uniqueness and allows users to share lots of content. The members involves creates a new social community with various phenomena, both positive and negative. Counselors in the millennium era are required to have the insight andknowledge that is qualified to deal with the well being conditions of individuals from activities in social media. Counselors are also required to have specific skills in providing handling with the condition of well being individuals related to the impact of activities on social media.

INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION

2021 ◽  
Vol 14 (8) ◽  
pp. 145-158
Author(s):  
Raj Kumar Singh ◽  
Bijay Prasad Kushwaha ◽  
Tushita Chadha ◽  
Vivek Anand Singh
Keyword(s):  
Digital Media ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Purchase Intent ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Consumer Purchase Intention ◽  
Marketing Tool ◽  
The Impact

Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substantial marketing tool for driving consumer purchase intention via digital media platforms. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital marketing media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.

Is Social Media Marketing Really Working?

2013 ◽  
pp. 174-193 ◽  
Author(s):  
Felipe Uribe Saavedra ◽  
Josep Rialp Criado ◽  
Joan Llonch Andreu
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Online Social Networks ◽  
Business Performance ◽  
Dynamic Capabilities ◽  
Social Media Marketing ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Marketing Intensity ◽  
The Impact

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.

Is Social Media Marketing Really Working?

2014 ◽  
pp. 1260-1279 ◽  
Author(s):  
Felipe Uribe Saavedra ◽  
Josep Rialp Criado ◽  
Joan Llonch Andreu
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Online Social Networks ◽  
Business Performance ◽  
Dynamic Capabilities ◽  
Social Media Marketing ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Marketing Intensity ◽  
The Impact

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.

Branded Content on Social Media

2017 ◽  
pp. 118-131
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Vital Part ◽  
Long Run ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
The Impact

Social media platforms have become a powerful marketing tool for brands in order to reach new audiences and engage with them. Creative content is a vital part of social media marketing strategies, as innovative content can attract more users and improve brand health. In this chapter, the channels and creative strategies that are being utilized by marketers in social media are explored, and brand health, which is how the brand is evaluated by consumers, is examined. Brand health is an indicator for brand equity in the long run, and as such, the impact of social media marketing on it should be considered by managers.

Crisis Communication in the Age of Social Media and the Case of Dairy Khoury

2021 ◽  
pp. 2181-2196
Author(s):  
Nisrine Zammar
Keyword(s):  
Social Media ◽  
Crisis Communication ◽  
Communication Strategy ◽  
Clear Understanding ◽  
Organizational Reputation ◽  
Interactive Nature ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
The Right

The use of social media platforms has become an essential part of today's protocol of reacting to any sudden crisis, due to their interactive nature which allows them to reach vast and heterogeneous audiences. This makes them the right tool that enables the organizations to spread their messages efficiently. Any failure in responding adequately on social media level, would allow rumors and negative contents to circulate uncontrollably, affecting the organizational reputation and recovery. Therefore, the main purpose of this paper is to provide a clear understanding of the crisis communication strategy adopted by Dairy Khoury, a Lebanese firm, on social media, at a time when the new power of social media had not yet been fully measured and estimated. The author will highlight the necessity of a preset crisis communication strategy and the use of social media platforms while dealing with crisis.

The Impact of the Global, Extensible Electronic Health Record

2011 ◽  
pp. 3-13 ◽  
Author(s):  
David W. Forslund ◽  
David G. Kilman
Keyword(s):  
Electronic Health Records ◽  
Negative Impact ◽  
Global Scale ◽  
Global Perspective ◽  
Health Records ◽  
Technological Advances ◽  
The World ◽  
Electronic Health ◽  
The Impact

With the arrival of the “World Wide Web,” we have witnessed a transition toward a truly global perspective with respect to electronic health records. In recent years, much more discussion has focused on the potential for international virtual electronic health records and what is required for them to become a reality in the world today (Kilman & Forslund, 1997). As the Internet becomes more ubiquitous and Web-enabled, we see access to electronic health records using these technologies becoming more commonplace. Even so, these Web-enabled health records still remain technologically isolated from other medical records in the distributed continuum of care; much of the standardization challenge still stands before us. We have witnessed startling technological advances, but we still face considerable obstacles to the goal of having globally standardized electronic health records. In this chapter we describe some of the issues associated with Web-enabled health records, the role of standards in the evolution of Web-enabled health records, and some of the barriers to the development of globally accessible electronic health records. We discuss possible ways to overcome these barriers and the kinds of benefits and opportunities that global health records will help provide. The global scale perspective makes more evident the very real and potentially tragic consequences of prolonged and unnecessary delays in deploying these technologies. Therefore, in an effort to promote a fuller consciousness of health safety, the chapter concludes with a comparative look at the negative impact of impediments in the movement toward global extensible electronic health records.

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