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2022 ◽  
Ugur Bakan ◽  
Ufuk Bakan ◽  

The change and increasing diversity in communication tools with globalization have ensured the universal presentation of visual elements shaped by local cultural patterns. Today, design products have turned into a strategic tool for many countries in order to reach higher competitive power. As the visual design industry contributes as an important visual communication and marketing tool for different industries within and outside the creative sector, its role in ensuring sustainability becomes even more important. Graphic design is much more effective, direct, and fast than other means of information in order to develop environmental awareness and motivate desired behaviors. The biomimetic graphic is a design process and style that has been spread and passed along throughout today’s culture and society via various channels and networks of communication. In today's world, where globalization and associated social and environmental problems are increasing, design education plays an important role in the development of sustainable design products. In design education, the students should be taught the concepts of ecological material selection, environmentally friendly energy use, recycling, reconsideration, and reuse. In this study, the role of biomimicry in visual design education will be examined with sample applications. In addition to new skills and knowledge in design education, sustainability will emerge as an important feature sought in designers soon.

Management ◽  
2022 ◽  
Vol 34 (2) ◽  
pp. 103-113
Pavlo Dudko

BACKGROUND AND OBJECTIVES. The marketing practices of companies over the past two decades have increasingly been based on co-marketing, or inter-firm marketing alliances. The mutual recognition and understanding that each firm's success depends in part on the other firm forms the foundation underlying co-marketing activities. Firms move from trying to win alone to forming networks of partner firms. Corporations understand the need for alliances to acquire and maintain competitive advantage.METHODS. We used general scientific and special research methods: abstract-logical – to summarize theoretical and methodological foundations of co-branding as an integrative marketing tool for joint development of companies; economic-statistical – to analyze the level of development of poultry companies; monographic – to study the experience of individual companies with horizontal form of co-branding; analysis and synthesis – to study the components of co-branding companies; sociological research – to identify key success factors of co-branding.FINDINGS. The structural and logical model of co-branding alliances of poultry companies, the use of which is based on a co-branding strategy, creates the necessary basis for its further development within the framework of modern marketing theory, will increase the effectiveness of co-branding.CONCLUSION. Co-branding, which is a form of strategic collaboration between two brands that involves bringing them together to create a new product or service, makes the marketing alliances of companies visible to the consumer. In doing so, companies imply recognition of the fact that their prominence represents added value. Closer collaboration with retailers, more focused promotion, and co-branding are becoming ways for many consumer companies to control costs and keep prices down. An example of such cooperation is the use of a co-branding strategy for poultry companies.

Meriam Brahem ◽  
Samira Boussema

This paper examines a new type of entrepreneurship conducted via social networking sites named as social media entrepreneurship. In Tunisia, the number of women entrepreneurs operating on social media platforms such as Facebook is noteworthy. Thus, in this study it is aimed to determine the factors that prompted women to develop businesses on Facebook, and how this social network is a venue for female entrepreneurship. Particular attention is paid to identify individual-related (push/pull entrepreneurial motivation), technology-related and institutional factors that bear on the use of social media. To this end, semi-structured interviews were conducted with a sample of 24 female entrepreneurs. The research findings provide relevant information and support the idea that social media has opened up new horizons and entrepreneurial opportunities for women to pursue their entrepreneurial intention. Pull motivations are really behind the decision to start up social commerce. Facebook advantageous features have empowered women to create customer networks, used nature marketing tool at no cost and acquire positive attitude towards entrepreneurship. Finally, although the informal nature of business on Facebook is attractive, formalization remains a challenge for the majority of women. It seems that ambition to grow their businesses brings them to formal economy.

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Sandip Mukhopadhyay ◽  
Ritesh Pandey ◽  
Bikramjit Rishi

PurposeIn recent times, the growing use of electronic word of mouth (eWOM) has attracted consumers, organizations and marketers alike. The objective of this study is to summarize and compare the current mass of eWOM research published in leading hospitality and tourism journals with research published in the other fields of both business and management.Design/methodology/approachThis study uses multiple bibliometric analysis methods, including citation, co-citation, keyword and co-word analysis. It compares various assessments of eWOM research published in 399 selected business publications and 398 selected hospitality/tourism publications (ABDC A and above and ABS 3 and above) between 2003 and 2021.FindingsThe co-citation analysis identified three thematic areas under each of the domains, i.e. in the hospitality/tourism field, the three themes included eWOM and behavior; eWOM and social media; and eWOM as a marketing tool. Similarly, under the business field (encompasses remaining business and management subdisciplines), the three themes are eWOM and sales, eWOM quality and attributes; and eWOM, information and consumer. Additionally, the word and co-word analysis mapped the comparative evolution of research in these two fields. The study advocates more research focusing on less researched platforms using diverse data, recommender systems adoption and application of eWOM in the business to business (B2B) context.Research limitations/implicationsThis study summarizes the overall theoretical and conceptual structure of eWOM research in both business and hospitality/tourism fields; based upon which, several recommendations for future research are proposed.Originality/valueBy comparing the developments in the specialized hospitality/tourism sector with broader management literature using multiple, complementary techniques, this study brings out important insights for hospitality/tourism researchers.

2022 ◽  
Vol 12 ◽  
Zheng ShiYong ◽  
Li JiaYing ◽  
Wang HaiJian ◽  
Suad Dukhaykh ◽  
Wang Lei ◽  

The virtual brand community has become an important marketing tool for companies. A successful brand community marketing strategy should attract a large number of consumers. Although past studies have revealed consumer motivations for participating in virtual brand communities, they fail to answer an important question: Why is it so easy for some virtual brand communities to attract users while others have such difficulty? In this study, product characteristics are hypothesized to be important factors that determine consumer motivation to participate in brand communities. Product characteristics (e.g., product complexity, product symbolism, and product satisfaction) can directly affect how actively consumers participate in brand communities. The results of questionnaires show that product complexity, product symbolism, and product satisfaction have a positive influence on consumers’ willingness to participate in brand communities. Notably, the duration of product use has a regulating effect on the influence of product satisfaction and product symbolism. A long period of product use weakens the influence of product satisfaction on consumers’ willingness to participate in brand communities. On the contrary, a long period of product use strengthens the influence of product symbolism on consumers’ willingness to participate in brand communities. This study enriches the literature on brand community participation and has implications for companies that aim to utilize brand communities for marketing.

2022 ◽  
Vol 6 (SI6) ◽  
pp. 39-44
Nurzahidah Jaapar ◽  
Umi Hani Abdul Razak ◽  
Anis Husna Abdul Halim ◽  
Fairuzah Basri

This paper attempted to explore the factors that contribute to halal food fraud and possible methods to address this problem. This paper uses a qualitative research approach as well as in-depth interviews with the two enforcement officials from JAIS and KPDNHEP. Based on the interviews, the researcher found that two key factors contributing to halal food fraud are lack of knowledge and halal as a marketing tool. After observing the factors, the researchers hypothesize solutions to the halal fraud epidemic. The study will help to improve the halal industry by solving all halal problems.   Keywords: Halal Industry, Food, Fraud, Selangor   eISSN: 2398-4287© 2021. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license ( Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians/Africans/Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI:

2022 ◽  
pp. 594-607
Mandakini Paruthi ◽  
Priyam Mendiratta ◽  
Gaurav Gupta

Social media has emerged as a dominant digital medium platform in contemporary society. The quick development of social media has instigated changes concerning the way publics to interact with a group of people with similar ideologies, the quality of information they share, or the opportunity to acquire and share ideas. Social media use has a major influence on public relations, marketing, and political communication. Therefore, politicians are formulating their strategies to reach increasingly networked individuals. The chapter defines political engagement concept, focuses on excessive use of social media to understand how the emergence of digital citizenship is changing political engagement. In addition to this, the chapter also examines whether the use of social media exercise any effect on 2014 and 2019. General elections outcome or not and discuss the proposed conceptual framework for future empirical testing. The chapter highlights the various concerns needed to be taken care of while using social media as a marketing tool for promoting political participation and engagement.

The success of any organization is settled on its ability of initiating, sustaining, and retaining a good customer relationship based on loyalty. Corporate Social Responsibility (CSR) turned out to be considered as an efficient marketing tool. However, the impact of CSR on loyalty is still uncultivated. The present paper investigates the influence of CSR activities on both loyalty constructs: attitudinal loyalty as well as behavioral loyalty. Based on a sample of 203 Lebanese students, results revealed a considerable effect of ethical, legal and philanthropy social responsibility on both attitudinal and behavioral loyalty. Conversely, the effect of economic responsibility on attitudinal and behavioral loyalty was insignificant.

Yang Junko ◽  
Chia-Hsiang Hsu ◽  
Tsong-Zen Liu

AbstractVirtual reality technology in recent year has been a hot topic in tourism and hospitality field, both for research and practical purposes. Virtual technology has some limitation, such as costs and time, which can be addressed by a different form of virtual technology, which is video games. The purpose of this study is to analyze the effects of mental imagery, sense of presence and addition of storytelling towards tourism experience by using video games as a medium. Previous studies have analyzed effects of mental imagery and presence towards the tourism experience, but there is lack of research in using storytelling or narratives to add to the tourism experience. Storytelling has been studied in marketing field, and has been found to be a great marketing tool, because people love to hear stories. Video games can be a better tool for delivering storytelling, while providing solid mental imagery and a sense of presence to the location. The methodology proposed for this study is a quantitative approach, using survey questionnaire as a tool. Two sampling method is proposed. The first is to use players of location-based games as the population, and randomly take the sample. The second method is to uses tourists or potential tourists of a destination, have the respondents try out the game, and answer the questionnaire. The proposed research could provide the importance of storytelling to be added for virtual reality and video games usage in tourism and hospitality field.

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