Millennial customer response on social-media marketing effort, brand image, and brand awareness of a conventional bank in Indonesia

Due to the fierce competition in banking for raising funds, banks have been obliged to develop marketing strategies to attract new consumers, particularly millennial. The marketing communication strategy that is often applied by banks is the loyalty program that is informed through social media. One of the banks in Indonesia with a loyalty program is the Bank Tabungan Negara (Bank BTN) or State Savings Bank whose a more prominent brand image of credit products than savings. This study investigated the effect of Social-Media Marketing Efforts, Brand Awareness, and Brand Image on Millennial Customer Response. This study employed a qualitative method by distributing questionnaires to 400 respondents. The results revealed that Millennial Customer Response was influenced by Social-Media Marketing Effort, Brand Awareness, and Brand Image. To conclude, Social-Media Marketing Efforts, Brand Image, and Brand Awareness of Conventional Banks in Indonesia affect Millennial Customer Response.

A Model of Product Line Marketing

Firms offer a variety of products to meet different customer needs. In many horizontally differentiated markets, prices are stable, and firms make infrequent adjustments to their product lines. Although prior research focused on product line design, we investigate how firms should allocate their marketing effort when their product lines are fixed. We propose a simple model to analyze product line marketing. Our model exhibits a flagship product effect in which the firm’s optimal marketing effort is concentrated, provided that the ratio between consumer tastes dispersion and the convexity of the cost of marketing effort is below a threshold. The flagship product is selected according to a marketing effort allocation index that measures the trade-off between a product’s markup and its potential market share. This result is robust with or without competition and whether prices are exogenous or endogenous. Firms often experience shocks to their marketing cost because of technological improvement or externalities. If a monopolist’s cost of marketing effort declines, she should place more emphasis on a low-utility, high-markup product. Conversely, if the cost increases, the monopolist may find it beneficial to focus her marketing effort on a high-utility, low-markup product. When multiproduct firms compete against each other, we show that if the opponent’s cost of marketing effort decreases, there can be a spillover effect, in which the firm benefits from the opponent’s cost reduction, thereby leading to a win-win situation. This paper was accepted by Dmitri Kuksov, marketing.

CONCEPTUAL ADVERTISING LITERACY LEVEL OF CHILDREN IN INDIA

Market for children consumption is growing worldwide and hence the marketing effort. Marketers are keen to know the behavioural secrets to influence children’s consumptions. The promotional efforts are need to be more fruitful and focused, therefore imperative to understand the conceptual advertising literacy level of the targeted child consumers. In order to reveal the related facts, the study examines the conceptual advertising literacy level of children in India. In a computer assisted survey of 392 children between the age brackets of 8-12 years, the researchers examine their ability of advertising recognition, understanding of advertising selling intent and understanding of advertising persuasive intent regarding brand promotion efforts. Results confirm that advertising recognition and understanding selling intent is high in children but children do not acquire a clear understanding of advertising persuasive intent until the age of 9-10 years. Furthermore, children’s understanding of advertising’s selling intent emerges before their comprehension of its persuasive intent. KEYWORDS: Children, Advertising Literacy, Persuasive Intent, Selling Intent

THE ROLE OF SOCIAL MEDIA AS A BUSINESS MARKETING EFFORTS ONLINE IN ONLINE SHOP NITHALIAN COLLECTION

This research method uses a qualitative descriptive method which aims to determine the Role of Social Media as an Online Shop Business Marketing Effort. This research uses a descriptive research approach using a qualitative approach. The research subject is the Nithalian Collection Online Shop Seller who is asked to provide information about a fact or opinion. The results in this study are in accordance with the research that the researchers conducted by following the nithaliancollection on Facebook. Nitalian Collection itself sells products ranging from make-up to robe under its own brand and other brands. What attracts the attention of this research is that social media from Nithaliancollektion is very thematic and neat, this is one of the factors that will influence enthusiasts of online shop to shop through social media. What's more interesting is that Nithaliancollection always reviews its merchandise in detail in the form of videos and photos on the Facebook-story, a good form of marketing effort made by Nitalian Collection is to write clearly in the bio description. Judging from social media nithaliancollektiondi, it is proven that social media is now very influential in making online shops. However, the online shop's social media must also be very well organized, have an attractive theme, and be consistent in order to attract customers to buy goods at the online shop. Online business is indeed much easier and cheaper than opening a regular store, in terms of business capital, it can save some funds.

Analysis on the Water Supply Chain Model under Revenue-Sharing Contract considering Marketing Effort, Water Purity

A two-tier water supply chain including a manufacturer and a retailer under revenue-sharing contract is constructed. And the contribution of the model is that marketing effort and water purity has been considered. First, four models including the centralized model (model B) and decentralized models (models BM, I, and II) are established and analyzed. Second, the Stackelberg game model is used to discuss the pricing strategy of water supply chain members in centralized and decentralized scenarios. The comparison results show that revenue-sharing contract is beneficial to improve the level of product greening, the profit of supply chain members, and the overall profit of the water supply chain compared with model BM. However, it leads to the decrease of retailers’ green marketing efforts and the wholesale price of water. In addition, revenue-sharing contract through bargaining makes bigger influence than revenue-sharing contract. Marketing can stimulate the increase of the green product’s market demand on one hand, and on the other hand, it generates the amount of marketing cost. In this study, the profit is that marketing produces cannot offset the cost that it brings. Thus, it will be important to take some measures to make up the loss that marketing generated.

Development of Business Management and Marketing of Handy Crafts Products Based on Online Marketing Partnership Strategy

The rapid growth of information technology and the emergence of marketplace open a lot opportunities to the micro-entrepreneurs. The purpose of this study is to assist an actor of micro-entrepreneur in dealing with broader and massive marketing effort through digital platform. Ngasti Shop is one of the micro-entrepreneur business that needs to broaden its markets. The study conducted a counselling and discussion with the owner in the development of business management and product marketing. An online shop has been created in one of the big marketplaces in the country. A good result was received, that the order of souvenirs in Ngasti Shop is increasing. It means that the use of digital platform for product marketing is valuable and urgently needed.

On the collective efficacy of social media teams

PurposeThe purpose of this study is to investigate the contribution of social media teams to firm social media performance. Although social media teams are tasked with planning, executing and optimizing the social media marketing effort of firms, little systematic research has examined their roles. Drawing on social cognitive theory, the present study develops collective social media efficacy as a key mechanism to explain the contribution of social media teams to firm social media performance.Design/methodology/approachThe study tested a conceptual framework in which social media team members' previous experience, short-term training and online resources use contribute to collective social media efficacy. In turn, collective social media efficacy is hypothesized to enhance firm social media performance. The study employed primary data and PROCESS macro to test its proposed hypotheses.FindingsThe findings revealed that previous social media experience, short-term training and online resources use contributed to firm social media performance by enabling social media teams to build strong collective social media efficacy.Originality/valueThe findings offer novel insights into how firms can optimize their social media marketing effort by systematically managing their social media teams. The findings add to the nascent literature on the organizational influences of social media performance.

YouTube marketing: how marketers' video optimization practices influence video views

PurposeYouTube's vast and engaged user base makes it central to firms' digital marketing effort. With extant studies focusing on viewers' post-view engagement behavior, however, research into what motivates viewers to click on and watch YouTube videos is scarce. This study investigates the implications of marketers' video optimization practices for video views on YouTube.Design/methodology/approachThe study employed a data set of videos (N = 4,398) gathered by scraping YouTube's trending list. Using a combination of text and sentiment analysis, the study measured four video optimization practices: information content of video titles, emotional intensity of video titles, information content of video descriptions and volume of video tags. It then analyzed the effect of these video optimization practices on video views.FindingsThe study finds that greater availability of information in video titles is negatively associated with video views, whereas intensity of negative emotional sentiment in video titles is positively associated with video views. Further, greater availability of information in video descriptions is positively associated with video views. Finally, an inverted U-shaped relationship is found between volume of video tags and video views. Up to 17 video tags can contribute to more video views; however, beyond 17 tags, the relationship turns negative.Originality/valueThis study investigates the effect of marketers' video optimization practices on video views. While extant studies mainly focus on viewers' post-view engagement behavior, such as liking, commenting on and sharing videos, this study examines video views. Similarly, extant studies investigate videos' internal content, while this study investigates elements of the video metadata.