Influencer fit post vs celebrity fit post: which one engages Instagram users more?

Purpose The purpose of this paper is to compare the effects of the fit between two types of opinion leaders (influencer vs celebrity) and the products promoted in a fashion marketing campaign on user engagement (willingness to like and share the fit posts). Instagram involvement is examined as an applied moderator in the proposed theoretical model of this research. Methodology To test the hypotheses of the research, an experimental study was conducted. The sample was formed by female participants who were randomly assigned to one of the two conditions (fit of influencer–product vs fit of celebrity–product). Findings The results showed the superiority of the fit of influencer–product over the fit of celebrity–product on users’ engagement. It also indicates that highly involved Instagram users (vs lowly involved Instagram users) moderate the more prominent effect of the fit of influencer–product post on users‘ engagement. Practical implications The research helps brands to increase their knowledge of marketing campaigns formed through the fit of the opinion leaders with the products promoted. Value This research in addition to highlighting the role of users involved with Instagram contributes to a better understanding of the importance of promotional post fitting.

REDISCOVERING THE DIGITAL SEGMENTATION OF ORGAN DONORS IN MALAYSIA: AN EXPLORATORY REVIEW

Effective insights about market segmentation provide important information for social marketers in formulating a sound marketing plan. This importance could also be observed in the context of the digital segmentation of organ donors in Malaysia. Digital segmentation has become a crucial element in organ donation promotion as fuelled by the rapid shift to the digital world especially social media. In this sense, a sound marketing campaign for organ donation promotion is critically needed due to the low rate of organ donation registrations among Malaysians. Therefore, by focusing on people’s inclination to shift to social media and the importance of organ donation in Malaysia, the current study presents a systematic literature review to examine the potential of digital segmentation regarding organ donation promotion via social media. The current study successfully identified university students as the digital target segment for organ donors in Malaysia. This study also observed a massive opportunity to discover a new market segment due to the rapidly increasing number of digital users and the anticipated higher demand for organ donation in the near future. Additional research could optimise the current study findings to further study the effectiveness of organ donation campaigns. Besides that, stakeholders such as the Ministry of Health Malaysia could benefit from current research findings in formulating a sound organ donation marketing campaign.

Customer Segmentation Using Machine Learning

Nowadays Customer segmentation became very popular method for dividing company’s customers for retaining customers and making profit out of them, in the following study customers of different of organizations are classified on the basis of their behavioral characteristics such as spending and income, by taking behavioral aspects into consideration makes these methods an efficient one as compares to others. For this classification a machine algorithm named as k-means clustering algorithm is used and based on the behavioral characteristic’s customers are classified. Formed clusters help the company to target individual customer and advertise the content to them through marketing campaign and social media sites which they are really interested in.

Using Predictive Analytics to Measure Effectiveness of Social Media Engagement: A Digital Measurement Perspective

As social media becomes an increasingly dominant and important component of sport organizations’ marketing and communication strategies, effective marketing measurement techniques are required. Using social media data of a Division I football team, this research demonstrates how predictive analytics can be used as a marketing measurement tool. A support vector machine model was compared to a standard linear regression with respect to accurately predicting Facebook posts’ total interactions. The predictive model was used as (i) a planning tool to forecast future post engagement based on a variety of post characteristics and (ii) an evaluation tool of a marketing campaign by providing accurate benchmarks to compare against achieved engagement metrics. Results indicated the support vector machine model outperformed the standard linear regression and the marketing campaign was unsuccessful in achieving its goals. This research provides a foundation for future use of predictive analytics in social media and sport management scholarship

ONLINE VIDEO ADVERTISING: MEANING, TYPOLOGY AND EFFICIENCY ASSESSMENT

The purpose of the study, is to formulate the concept of "online video advertising " as an object of online marketing, to generalize its types and build a system of performance evaluation indicators. Based on the study of interpretation and content of the definition of "advertising" and its types, presented by different scientific domestic and foreign schools and scientists, the authors derived the definition of "online video advertising" by highlighting the features of advertising, and also presented the typology of video advertising on the Internet based on the proposed classification attributes: the location, technical execution, and task of video advertising. The authors also proposed a system to assess the effectiveness of online video advertising based on two groups of metrics: primary (determined based on the actions of online users) and targeted (aimed at assessing the specific goals of the marketing campaign), which can objectively evaluate the success and productivity of video advertising.

Study of Slowly Changing Dimension to Dependent Data Mart to Manage Finance Data

Financial institutions face many challenges of managing and marketing campaigns which leads in its data warehouse. The management of marketing campaign leads in dependent data mart with real time updating and recording difficulties especially when many campaigns are running parallel ways. To securing the customers from being contacted too often for sales-based marketing contacts, the concept of novelty skeleton are introduced to clamp the customers who have been targeted in Sales based campaign for a specified time period. During the novelty Frame, the customer cannot be targeted by other Sales based campaign categorized under the same channel. The introduction of novelty skeleton has increased the difficulties of campaign management and data management. The difficulties of data management include timely update and robust storage system of campaign leads. In this paper, we explained represent the concept of slowly changing dimension on dependent data mart and also studied how it can be used in the data mart of financial institutions to update and maintain marketing campaign records of customers.

Tieto valinnanvapauden edellytyksenä

Asiakkaan valinnanvapauden lisääminen on osa suomalaisen sosiaali- ja terveyspalvelujärjestelmän uudistamista. Valinnanvapauden toteutumisen edellytyksenä on, että asiakkailla on tietoa valittavina olevista palveluista ja että he kykenevät käyttämään tietoa valintojen tekemiseen. Nuoret tuntevat kuntoutuspalvelut huonosti, vaikka heillä olisi tarvetta niille. Tässä tutkimuksessa tarkastellaan Kelan vuosina 2015–2016 toteuttamaa nuorten kuntoutuspalveluiden viestintäkampanjaa (Mikä Kunto?), jonka tarkoituksena oli lisätä nuorten ja nuorten kanssa työskentelevien tietämystä Kelan järjestämistä kuntoutuspalveluista. Tulosten avulla pohditaan, millainen on tiedon merkitys valinnanvapauden edellytyksenä nuorten kuntoutuspalveluissa. Tutkimuksen aineisto kerättiin keväällä 2016 puhelinhaastatteluna ja internetkyselyin. Tutkimuksen informantteina ovat viestintäkampanjan kohderyhmänä olleet 16–30-vuotiaat nuoret (n = 584), kuntoutuksen palveluntuottajat (n = 19), etsivät nuorisotyöntekijät (n = 102) ja Kelan palveluneuvojat, jotka vastaavat kuntoutuksen palvelunumeroon (n = 49). Informanteilta kysyttiin, ovatko he huomanneet kampanjan ja onko kampanja vaikuttanut nuorten yhteydenottojen määrään ammattilaisiin kuntoutusasioissa. Lisäksi tarkasteltiin kampanjasivuston kävijämääriä. Enemmistö kuntoutuksen palveluntuottajista ja Kelan palveluneuvojista oli huomannut kampanjan. Sen sijaan puolet etsivistä nuorisotyöntekijöistä ja kolme prosenttia nuorista muisti kampanjan. Ammattilaisten mukaan nuoret olivat olleet vain vähän yhteydessä heihin kampanjan vaikutuksesta. Kampanjasivuston markkinointi näkyi sivuston kävijämäärissä. Viestintäkampanjan sijaan nuorten ohjautumista kuntoutuspalveluihin saattaisi olla parempi edistää tarjoamalla henkilökohtaista neuvontaa kuntoutuksesta mahdollisesti hyötyville nuorille. Jos tarjolla ei ole tukea palveluista saatavilla olevan tiedon hyödyntämiseen, nuoret saattavat jäädä palveluiden ulkopuolelle, jolloin palveluntuottajan valinnasta tulee toissijainen kysymys. AbstractInformation as a precondition for patient choice. How a marketing campaign succeeded to add knowledge on youth rehabilitation services?Authors:Anna-Marie Paavonen, M.Soc.Sci, Research assistant, Research at KelaJenna Mäkinen, M.Soc.Sci, Research assistant, Research at KelaAnna-Liisa Salminen, PhD, Docent, Head of Research Team, Research at Kela One precondition for patient choice in the public health care system is that comparative information on service providers is available. If patient choice is to improve the quality of health care patients should be able to use the available information appropriately. Finnish studies have shown that the youth is poorly informed about the vocational and mental health rehabilitation services. This study examines the effects of a marketing campaign (Mikä Kunto?) which aimed to raise youth awareness of rehabilitation services. The campaign was carried out by the Social Insurance Institution of Finland (Kela) in 2015–2016. The results are utilized to discuss the role of information as a precondition for patient choice in the youth rehabilitation services. The data was collected using a telephone interview and online questionnaires. The informants were young people aged 16–30 years (n = 584), rehabilitation providers (n = 19), youth workers in outreach youth work (n = 102) and Kela employees responsible for the rehabilitation phone services (n = 49). Informants’ awareness of the campaign was measured and the number of contacts by the youth with the latter informants in matters of rehabilitation. The analysis is complemented with the information on the number of visitors to the campaign website. A majority of the rehabilitation providers and Kela employees had noticed the campaign. In contrast, three percent of the youth and half of the youth workers in outreach youth work had noted it. The campaign affected only little the number of contacts by youth in matters of rehabilitation. Marketing of the campaign was shown in the number of visitors to the campaign website.Instead of a marketing campaign it could be more efficient to increase rehabilitation take-up by providing personal counselling to the youth in detecting rehabilitation need and in case management. If support for the use of available information is not offered the youth may not get the services they need and the possibility to choose the service provider becomes an irrelevant question. Key words: patient choice, information, rehabilitation, youth services