Digital Communication in Museums and Museological Spaces

SMM (social media marketing) aims to produce content that users share in their various social media applications in order to increase brand exposure and broaden customer reach. There are numerous marketing techniques to apply in social media in order to involve the customer, some of which have costs and others that do not. Digitization was a real challenge for any museum, requiring cautious and well-planned action to be successful. In this sense, the nature of social networks demands the adoption of a constructivist perspective, that is, a perspective that involves affirmations of knowledge based on individual and collective experiences. Presently, being present in social networks presents itself as a high value advantage, allowing the exposure of the brand, product, or idea at a low cost to a large audience. This chapter aims to systematize some relational marketing best practices that are identified in the museums and museum spaces in “Baixo Alentejo” (Portugal). Specifically, some examples of relational marketing in terms of communication will be identified and analysed.

Perbaikan mutu produk baby fish nila krispi di Kelompok Tani Karya Mina Utama, Rowo Jombor, Klaten, Jawa Tengah

Kelompok Tani Karya Mina Utama merupakan kelompok produsen baby fish nila krispi di Rowo Jombor dengan mutu produk tidak konsisten, kemasan dan labeling sangat sederhana. Tujuan kegiatan pengabdian kepada masyarakat ini adalah memperbaiki mutu dan kemasan produk baby fish nila krispi sehingga dapat meningkatkan branding produk dan pangsa pasar. Metode kegiatan dilakukan dengan diskusi bersama, penyusunan standar proses produksi, pendampingan penerapan standar proses produksi, serta perbaikan kemasan dan label. Hasil kegiatan menunjukkan mutu produk baby fish nila krispi yang diproduksi oleh Kelompok Tani Karya Mina Utama, Desa Krakitan, Klaten dapat ditingkatkan dengan perbaikan standar proses produksi, kemasan dan labeling produk. Standar proses produksi nila krispi meliputi pemilihan anak ikan, pembersihan isi perut, pembelahan, pencucian, perendaman dalam bumbu, pelapisan dengan tepung beras dan tapioka, penggorengan, penirisan minyak dengan spinner, dan pengemasan. Produk dikemas dengan kantong plastik pouch (200 gram) dengan label berisi brand/merk, nama produk, komposisi, berat bersih, informasi gizi, nomer P-IRT, nomer sertifikat halal, tanggal kadaluwarsa, nama dan alamat produksi, dan binaan. Produk nila krispi dari kegiatan ini dapat mencantumkan klaim kaya kalsium dan sumber protein sehingga berpotensi sebagai oleh-oleh khas Rowo Jombor.Kata Kunci: baby fish nila krispi; mutu produk; pendampingan; Rowo Jombor Improving the quality of crispy tilapia baby fish products at the Karya Mina Utama Farmers Group, Rowo Jombor, Klaten, Central Java ABSTRACTKarya Mina Utama Farmer Group is a producer of baby tilapia crisp from Rowo Jombor with inconsistent product quality and very simple in packaging and labeling. The purpose of community service activities was to improve the quality and packaging of baby tilapia crisp for increasing the brand product and market. The activities were done by focus group discussions, preparation of standards of production process, assistance in applying the standards of production process, and improvement of packaging and labels. The results showed that the quality of baby tilapia crisp produced by the Karya Mina Utama Farmer Group can be increased by improving the production process, packaging and labeling. Standard of production process consisted of selecting baby fish, cleaning stomach contents, cleavage, washing, soaking in seasonings, coating with rice flour and tapioca, frying, draining oil with spinner, and packaging. The product is packaged in a plastic bag pouch (200 grams) with a label containing the brand, product name, composition, net weight, nutritional information, P-IRT number, halal certificate number, expired date, name and address of production, and support team. Baby tilapia crisp can use the claim of rich in calcium and source of protein so that they have the potency as the special souvenir from Rowo Jombor.Keywords: baby tilapia crisp; product quality; assistance; Rowo Jombor

Effect of brand image of Bata branded products on customer loyalty in ringroad city walk Medan

The formulation of the problem in this study is whether the brand image has influenced consumer loyalty of Bata brand products at the Medan City Walk Ringroad Bata outlets. The purpose of this study was to determine the effect of Bata brand image on consumer loyalty at outlets Bata Ringroad City Walk Medan. This research was conducted in the scope of the Bata brand Ringroad City Walk Medan outlets, with the object of research being limited only to the brand image variable as the independent variable and consumer loyalty as the dependent variable. The population in this study were 240 people and then a sample of 23 people was taken. This research was conducted using SPSS version 21.0 software and also using a simple linear regression test that got the result Y = 6.016 + 0.803X. From this equation it can be interpreted that the variable brand image has a significant effect on consumer loyalty of the Bata brand product at the Bata Ringroad City Walk Medan outlet. For the influence of the variable brand image on consumer loyalty is 0.000 <0.05 and thit 11.977> ttab 1.721, meaning that there is an effect of brand image on consumer loyalty. And based on the coefficient of determination, it can be explained from the results, which is 86.6% and the remaining 13.4% is explained by other variables. It is recommended that the Bata Ringroad City Walk Medan to maintain its existing brand image. By improving product quality and prioritizing excellent service

A Review on Counterfeit Detection of Products and Electronic Devices

The problem of using unauthorized parts, components or products is widespread all around the world. These problems eventually cause a huge loss to the brands. To reduce such malpractices, brands are working on to find out a solution to overcome counterfeit. Counterfeit is basically a non-genuine or a non-brand product. The counterfeit device carries false information and can mislead us claiming about its good performance. The device infringes the intellectual property rights of the registered owner. We need to ensure that the equipment is manufactured and developed according to the requirements. Procurement team members need to establish and maintain robust obtainment processes to minimize the risk of buying non-submissive and counterfeit devices parts and find out a solution that detects the counterfeit parts. RFID tags and readers, DNA and PUF technologies, Cryptography techniques, labeling barcodes can provide a solution to counterfeit product detection problem. This paper compares the parameters and performance criteria of some of the detection techniques.

Digital Marketing of Commercial Complementary Foods in Australia: An Analysis of Brand Messaging

The digital marketing of commercial complementary foods (CCF) is an emerging area of concern in Australia. Although research into traditional methods has identified a range of problems, the marketing and messaging strategies employed within digital spaces have gone largely unscrutinized. This study sought to examine the methods used by CCF manufacturers to promote Australian baby foods and brands in a digital space. A multiple step approach was used to assess the CCF brands available in major Australian retailers, the social media platforms they used, and to thematically analyze the text and visual messages contained in posts published over a three-month period. Of the 15 brands identified, 12 had a digital presence, and all of these used Facebook. Four themes emerged from an analysis of 216 Facebook posts; (1) general product attributes, (2) socially desirable attributes (which included messaging related to taste (41%), self-feeding (29%) and fun (19%)), (3) concern-based attributes (including organic status (40%), age targets (39%) and additive-/allergen-free status (18%)) and (4) health-focused attributes (which included messaging related to healthy/nutritious ingredients (45%), and child development/growth (15%). Messages contained in Facebook posts were mostly positive brand/product aspects (Themes 1 and 2) or parental concern-based aspects (Theme 3 and 4). These themes match previous analyses of marketing content in traditional media and should be closely monitored due to the personalized nature of consumer social media interactions.

The Influence of Brand, Product Quality and Price on Sales Volume of Samana Mart Stores

Sales volume is the final result achieved by the company from product sales made by the sales department. Sales volume is calculated based on the assumed target with the realization achieved. Sales volume does not separate in cash or credit, but is calculated as a whole from the total achieved. So if the sales volume increases and distribution costs decrease, the company's profit achievement level increases. On the other hand, if the sales volume decreases, the company's profit will decrease. This study aims to determine the effect of brand, product quality and price on sales volume. This research was conducted at the Samana Mart Store. Data collection techniques using a questionnaire, with a sampling technique to 94 consumers. Data analysis used research instrument test, classical assumption test, multiple linear regression test, determination test and significance test with t test. The results show that the brand has a significant effect on sales volume where the more famous the brand at the Samana Mart Store, the higher the sales volume. The results of the second study, product quality has a significant effect on sales volume, the better the quality of the products owned by the Samana Mart Store, the higher the sales volume. Furthermore, the final result, price has a significant effect on volume, so it can be said that the higher the price, the more competitive the prices offered by Samana Mart Stores, the higher the sales volume.

Impact of individual and brand level factors in generation of different user-generated content

Purpose This study aims to categorize user-generated content (UGC) based on the target audience, namely, brand-oriented content (BOC) and community-oriented content (COC). By using the equity theory, this study investigated how personal factors (motivations and self-construal) and brand/product factors (brand luxury) drive members to generate brand-oriented or COC. Design/methodology/approach Experimental studies were conducted with online brand community (OBC) participants who had been active in an OBC in the past 30 days. Findings Both in Studies 1 and 3, participants with an independent self-construal generated more BOC relative to COC, whereas participants with an interdependent self-construal generated more COC relative to BOC. In Study 1, extrinsically motivated participants generated more BOC relative to COC, whereas intrinsically motivated participants generated more COC relative to BOC. However, this finding was not confirmed in Study 3. In Study 2, the participants of luxury brand communities generated more COC relative to BOC, whereas participants of affordable brand communities generated more BOC relative to COC. However, this finding was not confirmed in Study 3. Practical implications This research provides marketing practitioners with an opportunity to focus on different motivation types in different contexts. The study also helps marketing departments understand the relationship between brand characteristics and UGC types. Finally, the insights of this study can also be useful in a brand extension context. Originality/value This study has constructed a better understanding of content generation in OBCs by categorizing UGC based on their target audience.

Linking Fortification Compliance Metrics With Decision Making Needs: From Brand Level Data to Market Share Weighted Information

Objectives A fortification program can only be effective if (1) each brand producer complies with fortification standards (i.e., adequately fortified), and (2) the adequately fortified products are consumed by a large proportion of the population. We quantified fortification quality (extent to which levels of fortification align with food standards) of oil, salt and wheat flour products; and ascertained the degree of food brand penetration and market share in Tanzanian markets. Methods Food inspectors collected multiple samples of food products at the production and/or market and laboratory analysts quantified the micronutrient content. We compared the average content for each individual brand product to the national fortification standards considering lab measurement uncertainty and classified into one of 4 fortification status categories (not fortified, fortified below, according to, or above the fortification standard). To establish penetration and market share, we visited 1500 retail outlets across regions in Tanzania to ascertain brand product availability and sales volumes. We applied weights using the market share estimates to extrapolate the fortification quality of the food market volume in the country. Results Of the different brand products of salt (26), wheat flour (25), and oil (68) found in the market, samples were collected and micronutrient content analyzed in the main oil (30%), salt (62%), and wheat flour brand products (85%). While 12% of salt, 35% of wheat flour, and 22% of oil brand products were fortified above the fortification standard minimum, when weighted by their market share, these represent 90% of the salt, 86% of wheat flour, and only 2% of the oil market volume respectively. Conclusions Fortification compliance of brand products provides important data for industry and regulatory authorities to identify where corrective action is necessary. Health and development staff are concerned about the extent to which additional nutrients are delivered to the population to anticipate public health impact, for which adjustment using reliable market share data is key. Weighted brand data can help resource constrained regulatory staff prioritize monitoring and enforcement activities to industries/producers with greatest influence. Funding Sources Bill and Melinda Gates Foundation (BMGF).

Impact of Social Media on Consumer Behaviour

This paper encompasses the research studies done on the impact of social media on consumer behaviour. Social media is used by billions of people around the world and has fast become one of the defining technologies of our time. People are using various social media websites and because of that the entire marketing landscape is changing. Massive audience is available who are spending many hours a day using social media across the various platforms and are majorly involved in information processing, entertainment and social connection activities, it is not surprising that marketers have started utilising social media as a marketing channel. Companies now place considerable value on the way in which social media can be used to shape consumer’s brand/product perception and influence their buying decision. Rather than focusing on short-term advertising through technology, companies are integrating social media mechanisms to enhance the relationship with consumers. Therefore, companies need to better understand the changing behaviour of consumers, in order to create mutual benefits from the use of social media. So, the research paper talks about what activities the consumer are involved in, how branding on social media is important and how it can help in marketing the goods/services. It also highlights how user generated content helps in marketing of a company and what will be the future of social media and areas the companies should focus on which will impact the consumers behaviour.

Perlindungan Hukum Bagi Pemegang Merek Terhadap Pemalsuan Merek Fashion

Trademark as one manifestation of intellectual property has an important role for the smooth and increased trade in goods and services in the trade of goods and investment. As for the problems in writing this thesis, What about legal protection for trademark holders against falsification of fashion brand violations? This research uses normative research methods. Another name for normative law is doctrinal law research, also referred to as document library research or document study. This study uses a statutory and conceptual approach. Existing legal protection also applies to trademark holders as protection provided to legal subjects in the form of both preventive and repressive legal instruments. Settlement of legal violations of registered trademarks, is in Article 83 paragraph (3) of Law Number 20 of 2016 Regarding Trademarks and Geographical Indications which use the Commercial Court channel as an institution to resolve trademark disputes, infringement of wellknown marks can be resolved through legal channels civil and criminal law lines. Legal remedies for trademark rights against Fashion Zara brand product offenses can file Civil and Criminal Lawsuits for damages and also proceed in a commercial court in accordance with the provisions stipulated in article 83 of Act No. 20 of 2016 concerning Trademarks and Geographical Indications. The suggestion is to socialize the importance of registering trademarks for legal protection to trademark holders so that trademark owners will increase their awareness to register trademarks used.