How AI Changes the Technopreneurship in the Business World and Its Impact on Business Practices

Technopreneurship is the combination of the words “technology” and “entrepreneurship” that refers to commercial activities, including trading, importing and exporting, selling and buying locally or internationally, that are performed using technologies or technological tools, such as online marketing, data analytics, entrepreneurial platforms, artefactual intelligence appliances, robotics, etc. Additionally, technopreneurship also covers data science management, where data mining, data warehousing, big data analysis are among the important processes that are executed on scientific data in order to identify consumers' purchase behaviours and to forecast market trends. Technopreneurship is a form of entrepreneurship with technologies that involve intensive production, operation, and management processes and practise entrepreneurial spirits involving creativity, innovation, risk-taking, adventure, ambition, and foreseeing actions to achieve success.

Internet Marketing Strategy Demandailing Café in Building a Digital Brand on Instagram

This study raises the marketing communication strategy carried out by the Demandailing management in building the Demandailing Cafe brand image. This study describes the digital marketing strategy carried out by Demandailing Café in building a brand image on Instagram social media to the public, especially Demandailing Cafe consumers located in Surabaya. The benefits obtained from this research are as an academic reference on digital marketing in building a practical brand image on Instagram social media. The research method used in this research is descriptive qualitative, with an analysis of Integrated Marketing Communication (IMC) and digital marketing. Data was collected through in-depth interviews, observation, and documentation studies. This study concludes that in carrying out the Demandailing digital marketing strategy to build a brand image on Instagram social media, it is determined by how the products offered are highlighted in terms of the promotional content of the Demandailing Café product itself. Submission of the brand image itself indirectly becomes an interpersonal communication from Demandailing with customers who see Instagram. Demandailing always makes innovations in building a brand image that is not done by other cafe entrepreneurs, both in terms of soft selling and hard selling.

Autoimmunity and long-term safety and efficacy of alemtuzumab for multiple sclerosis: Benefit/risk following review of trial and post-marketing data

Does preexisting or treatment-emergent autoimmunity increase the risk of subsequent autoimmune disease in individuals with relapsing-remitting multiple sclerosis (MS) after alemtuzumab? In the extended phase 2/3 trials, 34/96 (35.4%) patients with and 395/1120 (35.3%) without preexisting autoimmunity developed non-MS autoimmunity. Thyroid autoimmunity after alemtuzumab courses 1 or 2 did not increase subsequent non-thyroid autoimmune adverse events. Therefore, autoimmune disease before or after alemtuzumab treatment does not predict autoimmunity after further courses, so should not preclude adequate alemtuzumab dosing to control MS. Finally, post-marketing safety data contribute toward a full record of the alemtuzumab benefit/risk profile for the MS field.

Social Media Marketing in the Sales Volume Prediction for the Lolita Fashion Brand

Despite extensively investigating the impact of social media on fashion products’ marketing, little evidence is available on how the platforms influence sales prediction. Focusing on Lolita fashion, this study investigates the impact of social media marketing on the sales volume prediction of fashion products. Essentially, we analyzed marketing data, including comments, likes, and shares from the Weibo social platform, to forecast future sales, examine how to enhance profit performance, and make production decisions. Using a quantitative approach, we tested three different prediction models, including multiple regression, decision tree, and XGBoost. The results revealed that increasing comments and decreasing the number of likes could significantly improve the sales volumes of Lolita products. In contrast, shares exerted a less significant impact on sales. Regarding prediction models, XGBoost was found to be the best method. In the fashion industry, social media is a useful tool for forecasting market trend. A limitation of this study is that only one social media platform was used to extract data, which might limit the generalization of the findings.

Data Quality Assurance Begins Before Data Collection and Never Ends: What Marketing Researchers Absolutely Need to Remember

Data quality has become an area of increasing concern in marketing research. Methods of collecting data, types of data analyzed, and data analytics techniques have changed substantially in recent years. It is important, therefore, to examine the current state of marketing research, and particularly self-administered questionnaires. This paper provides researchers important advice and rules of thumb for crafting high quality research in light of the contemporary changes occuring in modern marketing data collection practices. This is accomplished by a proposed six-step research design process that ensures data quality, and ultimately research integrity, are established and maintained throughout the research process—from the earliest conceptualization and design phases, through data collection, and ultimately the reporting of results. This paper provides a framework, which if followed, will result in reduced headaches for researchers and more robust results for decision makers.

Machine learning application for sustainable agri-food supply chain performance: a review

The agri-food supply chain consists of activities in “farm-to-fork” order, including agriculture (i.e., land cultivation and crop production), production processes, packaging, warehousing systems, distribution, transportation, and marketing. Data analytics hold the key to ensuring future food security, food safety, and ecological sustainability. While emerging ‘smart’ technologies such as the internet of things, machine learning, and cloud computing can change production management practices. The current study presents a systematic review of machine learning (ML) applications in the agri-food supply chain. This framework identifies the role of ML algorithms in providing real-time analytical insights to assist proactive data-driven decision-making processes in the agri-food supply chain. It also guides researchers, practitioners, and policymakers on successful management to increase the productivity and sustainability of agri-food.

IQOS marketing strategies in the USA before and after US FDA modified risk tobacco product authorisation

IntroductionGiven that the US Food and Drug Administration (FDA) authorised reduced exposure messaging to be used in IQOS marketing, we examined: (1) IQOS ad content; (2) advertising media channels and (3) changes in advertising efforts over time.MethodsWe conducted a mixed-methods study regarding IQOS ad content (headlines, themes, images), ad occurrence characteristics (including content, media channels and adspend) in the USA from August 2019 to April 2021 using Numerator advertising/marketing data.ResultsAcross 24 unique ads and 591 occurrences (84.6% online, 8.0% print, 7.4% mobile), there was $4 902 110 total adspend (98.9% allocated to print). Across unique ads, occurrences and adspend, prominent themes included ‘real tobacco’ (45.8%, 47.4%, 30.1%, respectively), less odour/ash (29.2%, 21.0%, 29.9%) and switching from cigarettes (25.0%, 19.5%, 69.4%), and images mainly featured the product alone (58.2%, 61.4%, 99.5%) or with women (25.0%, 19.1%, 0.3%). Per occurrences and adspend, the most prominent media channel themes (eg, magazine/website topics) were technology (19.3%, 10.6%), women’s fashion (18.1%, 26.2%), weather/news (9.0%, 15.3%) and entertainment/pop culture/gaming (8.5%, 23.1%). Ad themes appearing only post-FDA authorisation included switching from traditional cigarettes, same-day/home-delivery, convenience (eg, use indoors), reduced exposure to some dangerous substances, science/research and distinction from e-cigarettes. Overall adspend per occurrence increased postauthorisation (p=0.016); the highest adspend per unique ad (69.3% of total) focused on ads featuring reduced exposure.ConclusionsRegulatory efforts must be informed by ongoing surveillance of IQOS marketing efforts and its impacts, particularly how specific consumer subgroups (eg, tobacco non-users, women, young people) are impacted by marketing exposure.

How Does Audio Marketing Work?

Audio marketing is an important part of new media marketing. Its estimated market size increases by 44 times within seven years, and the growth trend of the industry is explosive. However, within a decade of development, there are still many problems to be solved. The purpose of this paper is to verify the significance, problems and countermeasures of audio marketing. Data was collected by literature retrieval and induction method was employed for analysis and interpretation. Findings show that the main problems of audio marketing are focused on audio content production (audio products/services) and platform management, and there is a relative lack of discussion on audio market analysis and target marketing analysis. Finally, it is suggested that future research should start from these two directions and give recommendations on audio marketing.

A REVIEW ON DIGITAL MARKETING

Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital media. Digital marketing has gained full momentum due to technology revolution and sophisticated mobile technologies and as well as due to reasonable data prices. Marketers started different strategies like Search Engine Optimization, Search Engine Marketing, Content Marketing, Data analytics to reach the customers in a better and speedy way. The present study mainly highlights about different digital marketing components taken care of by the marketers for better customer reach and influence. The study is purely conducted with the help of secondary data. KEYWORDS: Digital Marketing, Search Engine Optimization, Search Engine Marketing, search results