Social Media Strategy: The Use of Social Media in Stationery Business to Reach Gen Z

In the creative industry world, many start-up stationery businesses have started to emerge which still have an audience base. The main target market is Gen Z teenagers who are actively using social media. To be able to reach Gen Z, the right marketing strategy is needed to create brand awareness of the stationary business. Therefore, it is necessary to study literature on social media strategies, brand communication and Gen Z behavior in using social media. From the results of the literature study, it can be said that social media content that is simple, relevant, and repeatable is effective in building relationships between stationery and consumers on social media. It is hoped that with optimal use of social media, brand awareness of the stationary business will also increase. Keywords: Social Media Strategy, Gen Z, Brand Communication

Construction of Internet Business Innovation Network Model and Data Image Research under the Background of Game Theory

Facing the fierce market competition, enterprises not only need a deeper understanding and concept renewal in marketing theory but also need a set of standardized, practical, and efficient technical means and methods. Therefore, it is urgent to develop advanced marketing analysis tools and marketing decision-making methods. Based on game theory and neural network model, this study simplifies the existing research methods. By introducing different models, an image analysis and decision-making model based on game theory and neural network is constructed. It mainly aims at enterprise decision-making. The method used is to simulate various decision-making processes of enterprises by establishing neural network model and game model. At the same time, the image simulation of the model is carried out. The results show that the highest market share of the selected products is 36.1%, and the highest brand awareness is 9 points. The product with the second market share has better quality, 8 brand awareness points, and the highest dealer fee (2.3 yuan). Market share is less affected by product price and dealer expenses. The accuracy of the designed market share neural network model is 93%. This shows that the increase of market share is not realized simply by reducing the price but by increasing the profits of distributors and improving the brand image. Market leaders have the greatest revenue and profits. There is a positive correlation between the efforts of managers and the results achieved. Internet employees’ work effort is positively correlated with their basic salary. Different decisions have different effects on business models. The research of this paper provides a new idea for the innovation and development of Internet enterprise business model.

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.

The effects of digital marketing implementation on online consumer in Selangor during COVID-19 pandemic

The COVID-19 pandemic caused significant changes in many aspects especially towards small medium entrepreneurs (SMEs) as many of SMEs need to shut down their business due to movement control order (MCO) conducted by Malaysia government as SMEs cannot reach their customers. Previous studies show that having an effective digital marketing strategy in place might leave businesses vulnerable to severe setbacks towards SMEs. This research proposal aims to carry out and prove the possible potential effects and factors that influence digital marketing implementation towards online consumers in Selangor during COVID-19 pandemic. The methodology of this paper uses a descriptive qualitative approach by analyzing various previous literature on digital marketing scope of study. The sample size of the study is 235 respondents who were selected based on convenience sampling. The finding has discovered that there is a significant relationship between customer loyalty with implementation of digital marketing towards online consumers in Selangor during COVID-19 pandemic and there is a significance relationship between brand awareness and the implementation of digital marketing towards online consumer in Selangor during COVID-19 pandemic.

Strategi Komunikasi Pemasaran Online Shop “Youth_Millennial” dalam Meningkatkan Kesadaran Merek dan Penjualan

Dunia fashion tidak pernah berhenti berputar sejak dulu dan terus meningkat hingga kini. Saat ini pasaran produk fashion tetap bergairah, khususnya pada brand clothing line yang memasarkan produknya melalui berbagai platform media sosial yang popular di kalangan generasi muda. Demikian pula yang terjadi pada merek clothing line Youth Millenial yang menyasar kaum muda. Berdasarkan hasil yang diteliti, Strategi Komunikasi Pmeasaran Youth Millenial ditujukan untuk meningkatkan brand awareness dan sales di kalangan anak muda melalui media sosial dengan menggunakan metode SOSTAC (Situation Analysis, Objective, Tactic, Action, Control) dan strategi IMC (Integrated Marketing Communication). Adapun strategi yang digunakan oleh Youth Millenial adalah: bazar, sales promotion, endorsement, kompetisi foto, dan personal selling.

Measuring the Influence of Product Placements in Korean Dramas on the Act of Purchase of Filipino Audiences

Nowadays, product placements are becoming a prominent marketing strategy used primarily on films in other countries, such as in Korean dramas, but rarely or poorly done in the Philippines. This research aims to determine if the perceived influence of actors, product-story congruence, and the perceived influence of product function affects the Filipino audiences' act of purchase. The study consisted of 200 male and female audiences of Korean dramas, ages 18 to 34 years old and used simple random sampling. The validity and reliability of the survey were also tested, consisting of 30 respondents with an alpha value of 0.936. Regression analysis was utilized to analyze the strength of correlations between the independent and dependent variables. The results show that all of the three independent variables are significant to the dependent variable, which implies that it affects their act of purchase and brand awareness.