Marketing Commons^™

Analyzing A Smartphone Battle Using Bass Competition Model, Maila Hallare, Alireza Hosseinkhan, Hasala Senpathy K. Gallolu Kankanamalage

CODEE Journal

Many examples of 2x2 nonlinear systems in a first-course in ODE or a mathematical modeling class come from physics or biology. We present an example that comes from the business or management sciences, namely, the Bass diffusion model. We believe that students will appreciate this model because it does not require a lot of background material and it is used to analyze sales data and serve as a guide in pricing decisions for a single product. In this project, we create a 2x2 ODE system that is inspired by the Bass diffusion model; we call the resulting system the Bass …

Peran Telemarketing Dalam Kegiatan Promosi Pada Perusahaan Logistik, Radityo Kusumo Santoso

Jurnal Administrasi Bisnis Terapan

In conducting marketing activities, there are many methods that can be used to gather potential customers. One of the marketing methods still used today is telemarketing. Telemarketing is chosen because it offers a good personal approach, and not only in promotion, the personal approach of telemarketing can help build relationships with existing consumers and support operational activities. PT Selaras Logistik Indonesia is a company engaged in logistics distribution, where its potential customers are focused on certain criteria, and this company still uses telemarketing in its marketing activities. The results of the research show that telemarketing plays a role as part …

The Role Of Live Streaming In Building Consumer Trust, Engagement, And Purchase Intention In Indonesian Social Commerce Thrift Clothes Sellers, Amyra Salsabela Yasser, Gita Gayatri

ASEAN Marketing Journal

Manuscript type: Research Article

Research Aims: Examine the relationship between shopping values consumers perceive during live streaming and their trust, engagement, and intention to purchase from Indonesian social commerce thrift clothes sellers.

Design/methodology/approach: Data was gathered through an online survey from consumers who have watched a live-streaming session of an online thrift clothes shop on Instagram. Data were analysed using covariance-based Structural Equation Modelling (SEM).

Research Findings: The output shows that only the utilitarian value of live stream positively affects trust in products and sellers. The variable engagement was only significantly affected by hedonic value. Additionally, the only …

Effect Of Influencer Marketing Strategy On Consumer Behaviour In Fast Moving Consumer Goods Firms In Ghana, Pearl Fafa Bansah, Vanessa Gaffar, Disman Disman, Ayu Krishna Yuliawati

ASEAN Marketing Journal

Manuscript type: Research paper

Research Aims: This study examines the influence of influencer marketing strategies on consumer purchasing behaviour among fast-moving consumer goods (FMCG) companies in Ghana.

Design/methodology/approach: This study employs an explanatory (causal) research design. A 31-item questionnaire split into four categories was used to collect quantitative data. An online questionnaire was sent to FMCG consumers in Ghana's Greater Accra and Ashanti Regions, aged 18–48 years and older. Multiple regression analysis was performed to establish relationships between the study variables.

Research Findings: The findings showed that YouTube is the most popular social media platform among Ghanaian users, …

Evaluation Of Street Foods By Tourism Stakeholders: The Case Of Batman, Hasan Önal Şeyhanlıoğlu, Berat Utku Becerikli

Journal of Mediterranean Tourism Research

The aim of the research is to reveal the perspective of tourism stakeholders in Batman province on street delicacies. For this purpose, data were collected from 21 local stakeholders in Batman province by semi-structured interview method, which is one of the qualitative data collection techniques. The data of the study were obtained between 25.10.2023 and 25.11.2023. The data were analyzed with the help of the MAXQDA program. It was concluded that the participants had knowledge about Batman’s street delicacies. Another result of the research is that there are problems in the promotion and marketing of street delicacies. According to another …

The Assessment Of Digital Reviews By Foreign Visitors To Goreme Open Air Museum Within The Concept Of Cultural Tourism Destination, Egemen G. Tukenmez

Journal of Mediterranean Tourism Research

Cultural tourism is one of the most demanded types in tourism system by visitors and people tend to experience and witness historical and unique attractions of different types of destinations. Open-air museums constitute one of the structures that attract attention, especially for foreign visitors, within the scope of cultural tourism. With the development of technology and the increase of different channels in online travel platforms, people who visit open air museums begins to write comments about their experiences via these structures. In these comments, they possess different features of the open-air museums and factors that positively and negatively affect the …

2023-December-29-It’S Not Too Late To Get Your Flu Shot.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Though the best time to get your flu shot is typically between September and October, the second-best time to get vaccinated is now, according to East Tennessee State University's Dr. Randy Wykoff, dean of the ETSU College of Public Health.

That’s because flu season, which traditionally begins to pick up in early fall, often reaches its peak between December and February. “Getting the shot now is beneficial,” said Wykoff. “In fact, the U.S. Centers for Disease Control and Prevention recommend getting it as long as there is circulating flu, and in some years that goes into May.”

It takes …

Faux Feminism In A Capitalistic Fever Dream: A Review Of Greta Gerwig's Barbie (2023), Amy La Porte, Lena Cavusoglu

Markets, Globalization & Development Review

Somewhere between meaningful discourse about female agency and the commercial interests of a problematic doll franchise lies Mattel's box office hit film Barbie, directed by Greta Gerwig. In a script-flipping interpretation of the real-world patriarchy, it catapults itself into overdue discussions about gender norms, objectification, and the pursuit of Westernized beauty ideals. While it may have introduced liberationist theories to a new generation of women, ultimately it is a film bound by cognitive dissonance. This paper will delve into the profit-making protagonist at the center of its story and argue the film's underlying incompatibility with diversity, feminism, and social …

Immigration, Diversity, Cultural Clash, And – Hopefully – Cultural Melding? A Review Of Mrs. Chatterjee Vs. Norway (2023), Raja Ramanathan

Markets, Globalization & Development Review

For migrating from 'developing’ countries, to relocate in the ‘advanced West’, a message that came through from the western society is clear: “Integrate.” The Norwegian official in the movie 'Mrs. Chatterjee vs. Norway" says this unequivocally and with impact: “Be like us if you want to live here or go back to where you came from.” The message of the western world – ever since they started colonizing the ‘native’ lands of Asia, Asia and the Americas – was that the natives had to be saved from themselves. That was “the white man’s burden” – a burden of “civilizing” the …

Marketing Doctrines, A Resurrection Guide: Review Of The Art Of Strategic Marketing War: Pearls Of Wardom (2019) By Pete Jeans, Tugberk Kara

Markets, Globalization & Development Review

No abstract provided.

The Coveted ‘Developed’ Imprimatur: Twenty-First Century Prospects And Cultural Crosscurrents, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Brand Activism And Democratic Legitimacy: Exploring Pitfalls Through A Habermasian Analysis, Roxan Degeyter

Emancipations: A Journal of Critical Social Analysis

Brand activism has emerged as a prominent practice among corporations, as they publicly take a stand on contentious socio-political issues such as gender inequality, climate change, or discrimination, often through advertising. While extensive research has been conducted on the impact of brand activism as a marketing tool, examining its effects on sales, brand image, consumer attitudes, and authenticity, only a limited number of studies have studied its influence on public debate and processes of democratic legitimation. The latter have portrayed brand activism as an empowering force for the supported social movements, the public sphere, and democratic legitimacy, largely ignoring the …

Analisis Faktor-Faktor Yang Memengaruhi Niat Penggunaan Berkelanjutan E-Wallet, Jonathan Ariel, Ira Iriyanti

Jurnal Manajemen dan Usahawan Indonesia

The development of technology led to a series of disruptions that replaced conventional financial systems. The emergence of COVID-19 pandemic accelerated the adoption of digital financial services, one of which is e-wallet. With pandemic over, e-wallet companies must be able to retain their users and made sure they continue to use e-wallet for transaction. Hence, this research aims to understand the factors determining user’s intention to continue using e-wallet as their payment method. This research applies Technology Continuation Theory with the extension of Trust, Habit, Price Benefit, and Operational Constraints. This research gathered data from 251 respondents who lives on …

Analisis Dampak Pandemi Covid-19 Kepada Tingkat Dan Struktur Ketergantungan Dari Imbal Hasil Saham Perusahaan Farmasi Di Indonesia Periode 2019-2021, Ananda Tiara Danisha, Eko Rizkianto, Hendro Prabowo

Jurnal Manajemen dan Usahawan Indonesia

This study aims to analyze the impact of the Covid-19 Pandemic on the degree and structure of dependence on the stock return of pharmaceutical companies in Indonesia that are listed on the IDX linearly with the Jakarta Composite Index (JKSE) within the period of 2019-202. This study also wants to see whether there is an effect of increasing searches for "Covid" on the stock return of these pharmaceutical stocks. The study found that there was an effect on the degree of dependence of stock returns which was positive but there were no significant changes in the structure of dependence. Meanwhile, …

Pengaruh Motivasi Merger Dan Akuisisi Terhadap Performa Perusahaan Di Indonesia Periode 2010-2019, Zaid Naqy Robbani, Wardatul Adawiyah

Jurnal Manajemen dan Usahawan Indonesia

The objective of this study is to examine the effects of mergers and acquisitions (M&A) motivations on the financial performance of companies operating in Indonesia during the period from 2010 to 2019. The primary objective of this study was to examine the variations in business performance in relation to the three distinct reasons for mergers and acquisitions. There are three primary incentives identified in the literature, including value-chain extension, technology seeking, and other motiva-tions. The sample comprises 72 firms that are listed on the Indonesia Stock Exchange. During the des-ignated research period, a total of 137 merger and acquisition (M&A) …

Effect Of Influencers On The Intention To Taste Local Food And Beverages, Yeliz Demir, Serkan Bertan

Journal of Mediterranean Tourism Research

The study aims to determine the impact of influencers promoting local food and beverages on individuals’ intention to taste local food. In this study, Instagram accounts were selected as the social media platform. The research data were obtained from Turkish Instagram users over the age of 18 by using an online survey and purposive sampling method, and usable data were obtained from 81 people. Of the participants, 56.8% stated that they follow Instagram accounts related to gastronomy, and 43.2% stated that they do not follow these social media accounts but look at the photos and videos of gastronomy accounts when …

The Effect Of Destination Image Between Place Attachment And Cuisine Brand Value: Beyağaç Culture And Tarhana Festival, Tuğçe Koştur, Serkan Bertan

Journal of Mediterranean Tourism Research

While meeting the food and beverage needs of the visitors participating in the festival, highlighting the elements of local cuisine is an important tool in promoting the culinary culture. The aim of this research is to measure the mediating effect of destination image on cuisine brand value and place attachment. Data were collected from visitors who participated in the Beyağaç Culture and Tarhana Festival with a questionnaire. The obtained data were analyzed with partial least squares structural equation modeling. In this context, according to the results of the research, it has been determined that the destination image has a mediating …

2023-December-22-Etsu, University Of The South Announce New Admissions Pathway.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Reflective of a major commitment to give elite students the chance to study medicine, East Tennessee State University’s Quillen College of Medicine has established a new admissions pathway program that will give two qualified seniors from the University of the South in Sewanee guaranteed acceptance to the college.

As part of the program, each year two graduating seniors from Sewanee that meet certain criteria will be guaranteed acceptance to Quillen. If more than two students meet the criteria, QCOM will select two students to accept, while the others will be guaranteed an interview and be considered for acceptance.

This pathway …

Impact Of Covid-19 Pandemic On Marketing Of Education, Shreekant Joag

Journal of Global Awareness

The COVID-19 pandemic forced many schools to partially or totally switch to remote communication methods for delivering education in the years 2020-2021. It is believed that forced compliance with unfamiliar and even unpreferred modes of behavior can have a profound and lasting impact on people’s attitudes and opinions toward the behavior itself because of first-hand exposure and experience. It is, therefore, possible that this experience with remote teaching and learning could have materially changed both instructors’ as well as students’ attitudes toward remote delivery of education. Such changed attitudes may predict their future choices and behavior.

This paper will present …

2023-December-20-Etsu Health Launches Storybook Trail.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Families can now enjoy a new Storybook Trail on ETSU Health’s Johnson City clinic campus. The trail is an outdoor reading experience where families can interact through literacy and physical activity.

ETSU Health partnered with the Governor’s Early Literacy Foundation and Ballad Health’s Department of Population Health to develop the trail. GELF’s Storybook Trail program presents a children’s storybook on child-height panels along a short trail with featured reading tips to promote adult-child interaction around books and nature.

The Storybook Trail on ETSU Health’s Johnson City clinic campus brings to visitors the children's book, “A Rainy Day Adventure” by Dr. …