Rebranding of OLX Ad Service Platform

2021 ◽  
Vol 4 (62) ◽  
pp. 52-65
Author(s):  
Aizhana Maldynova ◽  
Zarina Jarlkaganova ◽  
Kousar Zaheer
Keyword(s):  
Literature Review ◽  
Marketing Research ◽  
Target Audience ◽  
Service Platform ◽  
Work Done

The report describes the methodology for conducting marketing research, and records the results of the work done. All the knowledge gained about the topic of rebranding is described in the literature review. To prove the hypothesis, a survey was conducted with various groups of people. The results of the study are summarized and recommendations are described. Branding is a whole science that includes various directions in working with brands, one of which is rebranding. Rebranding is a brand-changing system that companies resort to in various not-so-good situations. Nowadays, there is a problem associated with the rebranding process itself, companies do not understand that the problem is not in the wrong choice of the target audience, but in the fact that the brand may turn out to be unpleasant to the eye, uninteresting or not well adapted to modern conditions. Rebranding is something that will never lose its relevance because companies change, develop, modernize and, in general, try to adapt to situations.

Internet marketing research in hospitality and tourism: a review and journal preferences

2015 ◽  
Vol 27 (7) ◽  
pp. 1556-1572 ◽  
Author(s):  
Xi Yu Leung ◽  
Lan Xue ◽  
Billy Bai
Keyword(s):  
Literature Review ◽  
Correspondence Analysis ◽  
Marketing Research ◽  
Internet Marketing ◽  
Future Research ◽  
Research Topics ◽  
Content Type ◽  
Customer Perspective ◽  
Hospitality And Tourism ◽  
Hospitality Managers

Purpose – The purpose of this study is to provide a progress review of published Internet marketing research within the top eight hospitality and tourism journals and to provide suggestions on future research directions. Design/methodology/approach – The study collected 331 Internet marketing-related articles published in the top eight hospitality and tourism journals during the period of 1996-2013. Using content analysis, the study analyzed and discussed research topics, research methods and industry sectors of selected articles. The study period was broken into three sub-periods and used correspondence analysis (CA) to examine the significant changes of topical areas over time. A follow-up CA was conducted to compare the topical and methodological preferences of the selected eight journals. Findings – In all, 5-category and 27-subcategory classifications of research topics were identified in the study. The two-dimensional perceptual map indicates that Internet marketing research in the hospitality and tourism fields experienced introduction, growth and maturity stages. The research focus changed from business perspective to customer perspective and then to both business and customer perspectives. The eight top hospitality and tourism journals were grouped into four journal sets that share similar article characteristics and preferences. Research limitations/implications – Due to the sample size, the classifications and trends generated in this study may not be generalized to all Internet marketing research in hospitality and tourism disciplines. The process of identifying topic and method categories might be biased, especially in identifying new topics. Future research may apply CA method in literature review studies on other research topics. Practical implications – The study analyzed published research in Internet marketing in the hospitality and tourism fields and provided topical and methodological recommendations to academia for future research. This study may also give hospitality managers new insights into Internet marketing applications in the industry. Originality/value – This study is one of the few attempts to provide a comprehensive review of Internet marketing research in the hospitality and tourism fields. This study uses CA in literature review study, opening up a new way to easily analyze and visually display the literature trends. This study also creatively compared the publication preferences among eight top-tier hospitality and tourism journals using correspondence analysis.

Managing and accessing indigenous knowledge for national development: The role of academic libraries in Ghana

2021 ◽  
pp. 026666692110099
Author(s):  
Paulina Afful-Arthur ◽  
Paulina Nana Yaa Kwafoa ◽  
Matilda Ampah-Johnston ◽  
Vida Mensah
Keyword(s):  
Qualitative Study ◽  
Literature Review ◽  
Indigenous Knowledge ◽  
Academic Libraries ◽  
National Development ◽  
Target Audience ◽  
Academic Librarians ◽  
Effective Management ◽  
Collaborative Efforts

This paper is to examine the role academic libraries can play to organize and make indigenous knowledge accessible for national development. The target audience for the paper are academic librarians in Ghana, researchers of African studies in Ghana and other stakeholders. This is a qualitative study with data from interviews with the librarians and a desk-top literature review. Academic librarians in Ghana recognize the importance of indigenous knowledge organization, but little has been done by way of research. Most academic libraries in Ghana have the basic resources to manage indigenous knowledge. Academic librarians need to be proactive in their collaborative efforts to manage indigenous knowledge. Academic librarians in Ghana should be proactive towards effective management of indigenous knowledge, for easy accessibility. Again, academic libraries need to be well resourced to manage indigenous knowledge. Finally, academic libraries need to create awareness about the importance of indigenous knowledge using different media platforms to all stakeholders.

scholarly journals Towards a Framework of Literature Review Process in Support of Information Systems Research

10.28945/2980 ◽  
2006 ◽  
Author(s):  
Yair Levy ◽  
Timothy J. Ellis
Keyword(s):  
Information Systems ◽  
Literature Review ◽  
Data Processing ◽  
Review Process ◽  
Target Audience ◽  
Systematic Data ◽  
Systems Research ◽  
Information Systems Research ◽  
Future Work ◽  
Blooms Taxonomy

This paper introduces an initial effort towards developing a framework for writing an effective literature review. The target audience for the framework are novice IS researchers or other researchers who are constantly struggling with the development of an effective literature-based foundation for the proposed research. The proposed framework follows the systematic data processing approach comprised of three major stages: 1) inputs (literature gathering and screening), 2) processing (Blooms Taxonomy), and 3) outputs (writing the review). This paper provides the rationale for developing a solid literature review and addresses the central stage, processing the literature. The paper concludes by providing arguments for the value of an effective literature review as well as implications for future work in this proposed framework.

scholarly journals INFLUENCE OF MARKETING TOOLS ON IMPROVING PRODUCT QUALITY

2020 ◽  
Vol 15 (1) ◽  
pp. 111-116
Author(s):  
Margarita Karimova ◽  
Nazira Sagitova
Keyword(s):  
Quality Management ◽  
Product Quality ◽  
Building Materials ◽  
Marketing Research ◽  
Target Audience ◽  
New Type ◽  
Quality Of Products ◽  
Object Of Study ◽  
Competitive Product

The high quality of products and services is a guarantee of the company’s success in the market. The purpose of our study is to assess the feasibility of developing a new competitive product, taking into account the preferences of consumers. To achieve this, marketing tools aimed at product quality management were used. In the course of the work, a full cycle of marketing research was conducted, including questionnaires, the formation of a portrait of a consumer of products, and economic calculations. Object of study - a large regional enterprise - a center for sales of building materials. The work performed at the junction of two scientific fields (marketing and quality management) provided a synergistic effect in terms of cost reduction when creating a competitive product, and also allowed us to offer original recommendations for improving quality in general. According to the results of marketing research, which consisted in questioning the target audience using the free “Google Forms” service, such characteristics as “assortment” and “appearance” were recognized as the least satisfying consumers in the existing market for facing bricks. Based on the detailed analysis, a new type of product (“Chocolate velvet” brick) was developed that meets the wishes of the target audience of customers. An additional positive effect from the transition of the enterprise to its production in the amount of 91,600 conventional units per month will be an increase in profit, compared to 2017 (942,500 rubles), by 1,1533240 rubles, the expected efficiency of transferring an innovative product to production (profit growth / costs) will be 1.22. Determination of consumer requirements specifies the technological task during the transition to the production of a new type of product. Replacing the production of old-style finishing bricks with the release of a new type of product allows you to create a customized product that is guaranteed to find its customer due to its high customer loyalty

scholarly journals Typology of Business-Related Fake News Online: A Literature Review

2020 ◽  
Vol 5 (4) ◽  
pp. 234-243
Author(s):  
Marko Selakovic ◽  
Anna Tarabasz ◽  
Monica Gallant
Keyword(s):  
Content Analysis ◽  
Literature Review ◽  
Academic Research ◽  
Marketing Research ◽  
Jel Classification ◽  
Future Research ◽  
Fake News ◽  
Recent Emergence ◽  
News Online

Objective – This review paper discusses the emergence of scholarly articles related to the typology and classification of fake news and offers solutions for identified gaps, such as unstandardized terminology and unstandardized typology in the field of fake news-related research. Typology of fake news is a critical topic nowadays: recently emerged fake news needs to be categorized and analyzed in a structured manner in order to respond appropriately. Methodology/Technique – Based on the systematic review of literature identified in scientific databases, different typologies of fake news have been identified and a new typology of business-related fake news online has been proposed. New typology of business-related fake news online is based on factors such as level of facticity, intention to deceive and financial motivation. Findings and novelty – Content analysis of 326 articles containing terms related to the typology of fake news and classification of fake news indicates that the term “typology of fake news” is predominantly used in management, marketing and communications research, while the term “classification of fake news” is predominantly used in the information technology research. The content analysis also indicates the recent emergence of the topic of typology and classification of fake news in academic research, revealing that all articles related to these topics have been published on or after 2016. In addition to the contribution by presenting comprehensive typology of business-related fake news online, this paper also provides recommendations for future research and improvements related to the typology of fake news, emphasizing business-related fake news and fake news spread in the digital space. Type of Paper: Review JEL Classification: M31, M39. Keywords: Fake News; Crisis Communications; Online Communications; Digital Marketing; Management Research; Marketing Research Reference to this paper should be made as follows: Selakovic, M; Tarabasz, A; Gallant, M. (2020). Typology of Business-Related Fake News Online: A Literature Review, J. Mgt. Mkt. Review 5(4) 234 – 243. https://doi.org/10.35609/jmmr.2020.5.4(5)

scholarly journals Development of the garment brand Gaia & Dubos: target audience and best environmental and ethical practice

2021 ◽  
Author(s):  
Léonie Daignault-Leclerc
Keyword(s):  
Literature Review ◽  
Research Methods ◽  
Online Survey ◽  
Target Audience ◽  
Ethical Practice ◽  
Individual Interviews ◽  
Sustainable Fashion ◽  
Research Questions ◽  
Audience Demographics

This research essay examines the target audience’s profile and preferences for the development of the garment brand Gaia & Dubos, which creates and produces ecological and ethical high-end garments for women in the province of Quebec, and explores the best environmental and ethical practice to establish a sustainable fashion enterprise. The research methods for this project combine a literature review, an online survey and four individual interviews with the target audience in an attempt to answer the research questions: (1) Who is the target audience (demographics, values, lifestyle and habits)? (2) What are the target audience’s preferences when it comes to ecological and ethical clothing? (3) What is the best environmental and ethical practice for a clothing brand?

scholarly journals Development of the garment brand Gaia & Dubos: target audience and best environmental and ethical practice

2021 ◽  
Author(s):  
Léonie Daignault-Leclerc
Keyword(s):  
Literature Review ◽  
Research Methods ◽  
Online Survey ◽  
Target Audience ◽  
Ethical Practice ◽  
Individual Interviews ◽  
Sustainable Fashion ◽  
Research Questions ◽  
Audience Demographics

This research essay examines the target audience’s profile and preferences for the development of the garment brand Gaia & Dubos, which creates and produces ecological and ethical high-end garments for women in the province of Quebec, and explores the best environmental and ethical practice to establish a sustainable fashion enterprise. The research methods for this project combine a literature review, an online survey and four individual interviews with the target audience in an attempt to answer the research questions: (1) Who is the target audience (demographics, values, lifestyle and habits)? (2) What are the target audience’s preferences when it comes to ecological and ethical clothing? (3) What is the best environmental and ethical practice for a clothing brand?

The Use of Cultural Factors in Storytelling in Digital Advertising

2019 ◽  
pp. 55-72
Author(s):  
Gülay Öztürk
Keyword(s):  
Literature Review ◽  
Cultural Factors ◽  
Target Audience ◽  
Communication Process

In today's world in which an economy of attention is dominant, brands have recently come to utilize the power of stories so as to make sure that their brands create an impact on their target audience among millions of other advertising messages. By focusing on the case of Turkey and relying on a descriptive literature review approach, the goal of this study is to show how storytelling is used by brands in the ever-increasing digital advertising studies, and why the use of cultural factors in this communication process is significant, and what are the important points in this process.

Theoretical and Empirical Comparative Analysis on Quantitative and Qualitative Marketing Researches

2015 ◽  
pp. 1712-1730
Author(s):  
Piotr Tarka ◽  
Mirosława Kaczmarek
Keyword(s):  
Qualitative Research ◽  
Comparative Analysis ◽  
Literature Review ◽  
Empirical Research ◽  
Marketing Research ◽  
Research Projects ◽  
Research Project ◽  
Quantitative And Qualitative Research ◽  
Similarities And Differences ◽  
Methodological Aspects

This chapter focuses on the similarities and differences between quantitative and qualitative marketing research projects and the possibilities of combining them in triangulation. The comparative analysis of both types of the research was conducted on the basis of literature review and the empirical research results, which were obtained from the evaluation of usability of Polish bank website. In the following sections, the authors discuss issues such as: 1) specificity of quantitative vs. qualitative marketing research, with regards to the implemented research projects; 2) methodological aspects of quantitative and qualitative research. They compare the selected research and sampling methods. Also, the problems which may occur with reference to quantitative and qualitative marketing research triangulation on different stages of the research project are discussed. Moreover, strengths and weaknesses of triangulation are analyzed. At the end, the example of quantitative and qualitative triangulation in the research project investigating the usability of websites is presented.

Co-marketing alliances: definitions and approaches. Insights from a literature review

2017 ◽  
Vol 40 (9) ◽  
pp. 971-989 ◽  
Author(s):  
Cecilia Grieco ◽  
Gennaro Iasevoli
Keyword(s):  
Literature Review ◽  
Multidimensional Scaling ◽  
Design Methodology ◽  
Marketing Research ◽  
Marketing Strategies ◽  
Future Research ◽  
Competitive Position ◽  
Content Type ◽  
Points Of View ◽  
Marketing Alliances

Purpose Co-marketing strategies play an important role in enabling firms to improve their competitive position. However, despite its increasing implementation, it remains a topic that is largely not researched. The purpose of this paper is to analyze existing contributions to the field of co-marketing research and the different perspectives scholars have adopted in analyzing the topic. Design/methodology/approach A literature review has been developed, as its lack seems to be a major hindrance to the development of related studies. A specific focus has been made on the adopted approaches. Five approaches have been identified, and multidimensional scaling (MDS) has been used to analyze the differences among them. Findings First, the analysis of the typologies of studies on co-marketing alliances is made. Also, the identified approaches are strategic-based, consumer-based, relational-based, specificity-based and evaluation-based. What emerges from the MDS is that there are two perspectives of analysis of the alliance that characterize them: the inside–outside and the wide–narrow points of view. Research limitations/implications Limitations are mostly referred to the methodologies and the level of subjectivity they imply. For example, they are not only the choices made concerning keywords to be used and, consequently, the articles included in the analysis, but also the MDS that offers broad autonomy to the researchers in interpreting the data. Originality/value The originality of this research is that it fills an emerged gap concerning a literature review on co-marketing alliances, supporting future research in this field of study. The identification of the approaches underlines what may be lacking, providing interesting insights on possible avenues for future research.

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