Studying Service SME Adoption of Mobile Marketing Technology (MMT) via Technology-Organization-Environment Framework

While the acceptance and use of mobile marketing technology (MMT) is playing a significant roles in Small and Medium Enterprises (SMEs), few studies have explored how an appropriate framework for understanding the underlying factors that shape MMT adoption in Nigeria can be developed. This is because majority of practitioners in Nigeria often generalize and extend the findings from the developed economies as if there are no environmental differences. This paper attempts to propose a grounded theory approach for assessing factors within technology-organisation-environment (T-O-E) framework in attempt to explain and predict small service firms’ adoption of MMT. The data collection approach spans unstructured and semi-structured interviews with 26 respondents; and the proposed framework provides an organized way to explore MMT adoption, and a foundation for developing a model of MMT adoption in developing country.

Program Paket Masa Depan BPTN Syariah Perspektif Fiqh Muamalah

<p>Until 2018, BTPN Syariah's profits have reached Rp. 7.27 trillion and making BTPN Syariah one of the largest Islamic commercial banks (BUS) in Indonesia. This is due to BTPN Syariah's main product, Paket Masa Depan (PMD) program. However, in the implementation of the PMD program in Depok's mobile marketing Syariah (MMS) Sleman district, some parties do’t understand the contents of the PMD contract so they think PMD financing was the same as loans that benefit from interest. This research is a field research. This research aims to describe and analyze BTPN Syariah PMD program in MMS Depok muamalah fiqh perspective. Data collection in this study was obtained from interviews, observations, and documentation. The results of this study are the implementation of PMD in MMS Depok not in accordance with company regulations and fiqh muamalah. PMD implementation mistakes at MMS Depok namely; does not submit a murabahah contract, so that carrying out financing raises the perspective of interest loans; the customer deviates from the use of funds that are’t in accordance with the agreement; the object of the contract in financing is money, not goods; predetermined financial ceiling; and customers cannot withdraw their wadiah savings at any time but by ordering and can only be compile by routine meeting sentra.</p>

Analisis Video Comments to Followers Ratio Instagram pada 5 Band Metal Indonesia yang Go International

Instagram merupakan adalah salah satu platform media sosial yang paling populer di dunia, terutama di kalangan dewasa muda. Hingga kuartal I-2021, jumlah pengguna aktif Instagram di seluruh dunia mencapai 1,07 miliar dan 354 juta penggunanya berusia 25 hingga 34 tahun. Dalam melakukan promosi hasil karya musiknya di industri 4.0 ini memanfaatkan platform media sosial yang mudah diakses oleh banyak orang yaitu penggunaan media online dalam melakukan promosi seperti YouTube, Facebook, Whatsapp, Instagram konten marketing pembuatan konten untuk bahan promosi yang akan diunggah di media-media sosial, mobile marketing pemilihan media sosial yang mudah diakses dengan mudah melalui smartphone yang banyak penggunanya supaya target marketnya sesuai dengan yang sudah direncanakan sehingga tujuan pemasarannya tercapai. Adapun 5 Band Metal yang menggunakan Instagram yaitu: Deadsquad, Burgerkill, Jasad, Beside, Down For Life. Tujuan dari penelitian ini yaitu untuk menghitung kredibilitas dari performa akun Instagram pada 5 Band Metal Indonesia yang Go International. Metode yang digunakan untuk penelitian ini yaitu metode eksploratif kuantitatif. Hasil dari penelitian ini menunjukan bahwa Deadsquad mendapatkan peringkat pertama dan memiliki kredibilitas performa akun yang baik.

FEATURES OF MODERN TOOLS OF INTERNET MARKETING

The article considers modern tools of Internet marketing as a set of actions aimed at attracting attention to the product or service sold by the company, and promoting the site in order to successfully sell the product. Theoretical foundations of Internet marketing and application of Internet marketing tools are defined and analyzed. Recommendations on introduction of innovative trends of Internet marketing in the operation of modern enterprises are developed. Internet marketing tools have been reviewed and characterized, such as: SEO-optimization, i.e. search engine promotion; E-mail; advertising on social networks (SMM); contextual advertising, one of the most popular advertising methods on the Internet; banner advertising, graphic image is located on the website page Publisher; traffic arbitrage, purchase by a webmaster of traffic at a certain price for resale on better terms. The main trends that dominate the field of Internet marketing are identified and analyzed, namely: dynamic activation of mobile marketing, active use of web analytics, advertising in video format, influencer marketing (a strategy that requires special people to reach the desired audience), Email marketing, content marketing, Instagram promotion, chatbots and messengers, the transition from individualism to collaborative creativity. It has been determined that the use of Internet marketing tools helps to promote the brand, attract customers, conduct market research and perform many other processes. Conversely, significantly more resources would be necessary in an offline environment. It is concluded that Internet technologies are changing the way companies interact with their employees, partners, competitors and suppliers, at the same time Internet marketing is evolving with incredible speed, and only those who are able to change and adapt to the new business conditions are catching up with new trends and think of a quality marketing strategy.

Persepsi Ibu-Ibu Nasabah Terhadap Program Pembiayaan Paket Masa Depan Bank BTPN Syariah (Mobile Marketing Syariah) X Koto Tanah Datar

This study aims to determine the perceptions of women customer of the Bank BTPN Syariah MMS (Mobile Marketing Syariah) X Koto Tanah Datar Future Package financing program. The method used in this research is qualitative method. Data collection techniques: Observation, Interview and Documentation, Data Analysis: Miles Huberman. Bank BTPN Syariah unit MMS (Mobile Marketing Syariah) X Koto presents a future package financing program based on sharia principles which focuses its activities on providing business capital financing and aims to prosper underprivileged women in rural areas, especially (mothers) in X Koto Tanah Datar. The results showed that the implementation of the future package financing program for Bank BTPN Syariah MMS X Koto was not in accordance with sharia principles, the installment payment system was not affordable and the margin / profit received by the Bank was very high at 30% to 43%. This has resulted in poor perceptions from customer mothers of future package financing programs.

EXPLORING CUSTOMERS’ ATTITUDES AND BEHAVIOURS TOWARDS USING MOBILE MARKETING BEFORE, DURING, AND AFTER VISITING RESTAURANTS IN SAUDI ARABIA

Contemporary tourism has seen the adoption of mobile applications to discover and market attractions such as restaurants and hotels, yet few academic studies focus on customer attitudes and behaviours towards the usage of mobile marketing for restaurants in non-western cultures, like Saudi Arabia. The Saudi Arabian Government’s announcement that its borders are opening to international tourists marks a significant opportunity for the hospitality businesses. This study provides insight into customers’ attitudes and behaviours towards using mobile marketing channels when deciding on restaurants. Qualitative research using semi-structured interviews were conducted with ten Saudi customers who frequently utilised their smartphones to decide on restaurants. Thematic analysis identified positive attitudes towards using mobile marketing for restaurants which considered factors like usefulness, ease of use, time and money savings, while misleading information and massive advertising resulted in negative attitudes. Furthermore, the research highlights customers’ main mobile marketing activities before, during, and after their visits to restaurants. This research provides the initial findings identifying opportunities for businesses as a result of the adoption of these technologies.

Mobile Application Purchase: Comparison of Utilitarian Features between Users and Non-users

This study aims to understand how utilitarian features of a mobile application moderate purchase motivations and intentions among users and non-users. Taking a case of cinema ticket purchase in the Iranian context, this study has collected empirical data through a questionnaire from 240 respondents. Multiple regression analysis was used to analyze data. Motivational variables were grouped into four groups: functional motivations, convenience-based functional motivations, product motivations, and service motivations. In addition, the gender issue of the consumer was also considered. This study finds that such motivational factors significantly affect consumers’ motivations, both male and female consumers. Analysis on gender shows no significant differences among male and female consumers. Therefore, these factors should be considered in formulating marketing communication strategy and media management, especially for non-users. Further research should consider other motivational factors, such as hedonic motivations, attitude, and situational factors, to understand consumer behaviors comprehensively. Keywords: marketing communication, mobile application, mobile purchase, utilitarian features, mobile marketing, cinema ticket.

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

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.

EFFECTS OF DIGITAL MARKETING ON BUYING BEHAVIOR AMONG THE ONLINE BUYERS IN CHIDAMBARAM

In this context, digital marketing is the best possible way to meet out the objectives. It is the usage of techniques for reaching a larger audience through some channels like the websites, social media, online advertisements through search engines, advertisements made through multimedia, interactive marketing, e-marketing, mobile marketing and so on. The current research study aims to explore the influence of such digital marketing on the buying behavior of consumers. This study has used questionnaires for the purpose of data collection from the respondents of Chidambaram who made online purchase. the respondents are selected on the basis of simple random sampling and the sample size of the study is 100. The data collected for the study is put into regression analysis for further interpretation of the data. The study reveals the finding that the digital marketing has got a positive influence over the buying behavior.