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Tight business competition requires companies to implement various strategies in order to increase sales conversions. The aim of this research is to evaluate the influence of Google Ads campaigns and digital marketing content strategies on sales conversion rates at PT XXX. This research uses quantitative research methods with a survey approach. Research data was collected from questionnaires. The data analysis technique used in this research is regression testing using the SPSS program. The research results show that there is a positive interactive influence between the Google Ads campaign and digital marketing content strategy on the sales conversion rate at PT XXX with a significance value of 0.00 < 0.05. Therefore, it is recommended for companies to optimize the interaction between Google Ads campaigns and digital marketing content strategies. [ABSTRACT FROM AUTHOR]

This study provides a comprehensive assessment of the impact of advertising creative strategy (ACS) on advertising elasticity, founded on an integrative framework that distinguishes between the function (content) and form (execution) of an advertising creative. The authors evaluate function using a three-dimensional representation of content (experience, affect, cognition), whereas the representation of form accounts for both executional elements and the use of creative templates. The distinction between function and form allows for the investigation of potential synergies between content and execution, previously unaccounted for in the literature. The ACS framework also facilitates the calculation of composite metrics that capture holistic aspects of the creative strategy, such as focus (i.e., the extent of the emphasis on a specific content dimension) and variation (i.e., changes in content and execution over time). The empirical application focuses on a dynamic linear model analysis of 2,251 television advertising creatives from 91 brands in 16 consumer packaged goods categories. The findings show that for function, experiential content has the greatest effect on elasticity, followed by cognitive and affective content. Function and form produce synergies that advertisers can leverage to increase returns. Finally, focus, variation, and the use of templates increase advertising elasticity. [ABSTRACT FROM AUTHOR]

Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Personalized advertisements have been increasingly employed as a marketing strategy that enables a company to build strong relationship with customers. Results from two studies show that perceived personalization of personalized advertisements is an essential factor of stronger brand love. Specifically, this research reveals that perceived personalized Facebook ads positively impact brand experience and brand self-expressiveness, which in turn enhances brand attachment and brand love. This paper contributes to branding literature by illustrating how advertisements strengthen consumer brand relationships and enable brand managers to make better informed decisions when crafting personalized advertisements. [ABSTRACT FROM AUTHOR]

Under the conditions of digitalization of all sectors of social production, the study of types and features of digital advertising and its media planning acquires special importance and requires in-depth analysis. The object of research is media planning of digital advertising campaigns. The problem is the lack of a holistic scientific and practical approach to the process of media planning of advertising campaigns in the digital environment. The main criteria for the systematization of digital advertising have been identified, and the relationship between its types for the purposes of media planning was substantiated. Based on the comparison of pricing models and key metrics of digital advertising, the digital sales funnel was substantiated as the basis of media planning. The connection of goals and objectives of digital advertising campaigns with digital marketing strategies was proven, with appropriate advertising tools and digital marketing tools suggested. The project approach to media planning of digital advertising campaigns was substantiated. This made it possible to detail goals and tasks for each stage, to highlight the components of media planning. The quantitative result of the study is a fragment of the media plan of an online store of an enterprise that specializes in the production and sale of branded clothing. It has been proven that the media plan is part of the process of preparing a digital advertising campaign. Therefore, it cannot be considered in isolation from other components of this preparation and further implementation of the advertising campaign. The need to use other digital marketing tools during digital advertising campaigns was substantiated. This, due to the synergy effect, could contribute to increasing their predictive efficiency. Practical use of the proposed approach to media planning of digital advertising campaigns will ensure cost optimization due to budget redistribution and improvement of their effectiveness. [ABSTRACT FROM AUTHOR]

The purpose of the article is to explore the use of commercial advertising by the Catholic Church in Poland to attract the faithful and build her own brand. The use of advertising by religions provokes resistance due to skeptical attitudes toward marketing and criticism of advertising which employ ethically questionable strategies. The study applied quantitative methods, including descriptive statistics of a gender- and age-weighted sample, as well as parametric and non-parametric statistical tests. More than 55% of the respondents believe that the Church should advertise her activities. Catholic advertising should focus on charitable and social goals. Nearly half of those surveyed think that the Church advertising can help improve her image; however, opinions prevail that advertising activities undertaken by the Catholic Church will not translate into an increase in the number of believers. The results of the research contained in the article may serve to develop new strategies for communication of the Catholic Church in Poland. The literature recognizes considerable gaps associated with the possibilities of using advertising in the life of religious communities. Wishing to positively mark their presence in the life of society, churches should consider the possibilities of using advertising in their activities. A theological reflection is necessary in this regard, which would support the postulates derived from the marketing approach to the issue. [ABSTRACT FROM AUTHOR]

Consider this scenario: One of your former students working in the medical devices field for over twenty years has been approached by a medical device manufacturer in Poland who wishes to market its medical devices in the European Union and eventually expand into the United States. You learn that the Polish government is especially interested in pursuing this opportunity as part of its larger outward foreign direct investment strategy. Your student is being considered as the CEO of prospective U.S. operations. Part I is a study of the various issues that will confront the potential Polish exporter in meeting European Union standards which will guarantee compliance with EU Regulation (EU) 2017/745 on medical devices (MDR). Part II discusses U.S. regulations concerning the importation of medical devices into the United States and the advertising & labeling of such devices. [ABSTRACT FROM AUTHOR]

This study utilizes agency theory to examine how Chief Executive Officers' (CEOs) compensation contracts impact marketing strategy decisions within firms. Specifically, we examine whether variations in CEOs' inside-debt to equity ratio (i.e., ratio of pension and deferred compensation to equity holdings) impact the firm's strategic emphasis. Our findings indicate that CEOs with large proportion of inside-debt (i) tend to refrain from value appropriation through reduced advertising investments, and (ii) strategically emphasize firm resources towards the value appropriation process (advertising) as opposed to value creation (R&D). [ABSTRACT FROM AUTHOR]

In this technological era, businesses tend to place advertisements via the medium of Wi-Fi advertising to expose their brands and products to the public. Wi-Fi advertising offers a platform for businesses to leverage their marketing strategies to achieve desired goals, provided they have a thorough understanding of their audience's behaviors. This paper aims to formulate a new RFI (recency, frequency, and interest) model that is able to analyze the behavior of the audience towards the advertisement. The audience's interest is measured based on the relationship between their total view duration on an advertisement and its corresponding overall click received. With the help of a clustering algorithm to perform the dynamic segmentation, the patterns of the audience behaviors are then being interpreted by segmenting the audience based on their engagement behaviors. In the experiments, two different Wi-Fi advertising attributes are tested to prove the new RFI model is applicable to effectively interpret the audience engagement behaviors with the proposed dynamic characteristics range table. The weak and strongly engaged behavioral characteristics of the segmented behavioral patterns of the audience, such as in a one-time audience, are interpreted successfully with the dynamic-characteristics range table. [ABSTRACT FROM AUTHOR]

Thus far, the data envelopment analysis (DEA) model has not been used to examine the lagged effects of advertising goodwill stock on promotional efficiency. Thus, this study develops a dynamic DEA framework to illustrate the lagged effect of advertising goodwill stock on the dynamic promotional efficiency of major automobile manufacturers in the United States. The advertising goodwill stock in five automobile producers was measured using the econometric model. Subsequently, the advertising goodwill stock was treated as a lagged effect in a dynamic DEA framework. We analyse the empirical results and formulate the following two important findings: First, the results demonstrate that the lagged effect of advertising goodwill stock can lead to changes in the promotional efficiency of advertising. Second, the paper discusses ways that inefficient automobile manufacturers can improve marketing strategy implementation. [ABSTRACT FROM AUTHOR]

Nowadays, advertising is regarded as one of the vital elements of marketing tools' promotional strategies. Therefore, advertising is very important to businesses' marketing strategies and policies. In light of this, the purpose of the current study was to ascertain the influence of endorsers' gender and the level of attention given to various aspects of advertising. A quasi-experimental study was used for the current investigation. All students at Mashhad's Ferdowsi University made up the study's statistical population. 80 students were chosen as the research sample out of the entire student body. Eye motions were captured using an eye tracking gadget. According to research findings, the number and length of fixes on advertisement items were significantly influenced by the popularity of their endorsers. However, there was no statistically significant difference between the genders in terms of the quantity and length of fixations. These conclusions suggest that the popularity of the endorser is a key factor in commercials, but that the endorser's gender has little effect. [ABSTRACT FROM AUTHOR]

Although brands have widely adopted multiple marketing media, our understanding of how to effectively coordinate traditional advertising and social media marketing to improve business outcomes is still limited. This paper examines the role of product fit uncertainty in determining how the two media and their interaction affect product sales differently in the context of the motion picture industry. We first find that traditional advertising is more effective for products with a lower level of fit uncertainty, while social media marketing benefits products with a higher level of fit uncertainty more. More importantly, these two media are more likely to substitute each other for low-fit uncertainty products and complement each other for high-fit uncertainty products. To further provide practical implications on tailoring social media content, we show that marketers' social media posts featuring experience attributes have a larger effect on the sales of high-fit uncertainty products, while social media posts featuring search attributes benefit low-fit uncertainty product more. This study sheds lights on how firms can align their multichannel marketing strategy with product characteristics and effectively communicate the relevant product information with customers to enhance sales. [ABSTRACT FROM AUTHOR]

The fashion business is regarded as one of the most important industries in the world and contributes significantly to the world economy's benefits. In the era of technology, applying the right management techniques for advertising is very important to succeed among commercial competitors in competitive markets. Even though advertising has so many positive effects, it also has a negative side, such as it could create unrealistic beauty and body standards due to the marketers using attractive, slender, and tall models which promotes the ideal body image in culture. The purpose of this research is to determine how impactful body diversity in advertising affects consumers' attitude toward advertisements and their desire to buy clothes, to determine what kind of models to utilize in fashion goods commercials to strengthen consumer perceptions of advertisements and buy intent, and to explore the effects of size inclusivity as the moderating variable of diversity in advertising and attitude toward the advertisements. The methodologies used in this study were qualitative and quantitative. As a result, the purpose of this study is to determine whether or not advertising that promotes body positivity has an impact on how consumers feel about advertisements and their intentions to buy from fashion retailers, which type of model's body, a larger or slimmer one, has a greater effect on the consumer's perception of the advertising and their desire to purchase according to the customer's body type and sizes, and how size inclusivity becomes the moderating variable between advertisements and purchases. [ABSTRACT FROM AUTHOR]

The relevance of the research topic lies in the necessity to use social networks as innovative tools of marketing communications. A wide audience and the ability to segment the market for a specific consumer determine the construction of a corporate strategy, which will be based on using the social networking approach. The spread of the global coronavirus pandemic has led to the rapid development of remote communication channels between the company and the customer. The issue of using marketing tools in social networks acquires the most urgent importance in the modern world of the introduction and implementation of the company's marketing strategies. The purpose of the academic paper is to study the use of social networks as features of implementing the marketing campaign. Social networks are the result of the development of digital technologies and the processes of creating an information society involved in the digital space. The objectives of the research are to analyse the opportunity of using social networks as a tool for marketing communications and their implementation at the level of its widespread use by enterprises and establishments. It is significant to create an advertising campaign by defining the target audience and outlining the key aspects, on which the company is focused. The research methodology consists in determining the theoretical and methodological approaches to the essence of introducing social networks and their practical importance in the implementation of marketing activities of companies. The obtained results can significantly improve the quality of functioning of modern enterprises and organizations that plan to master a new market segment or gain competitive advantages in the existing one. The academic paper examines the essence of social networks as a tool of marketing communications. The key principles of the development of digital social platforms were revealed. The quality of implementing the advertising campaign in the social network was studied, and further prospects for the development of using social networks as a component of the marketing strategy were outlined. Therefore, the academic paper analyses the problems of using social networks as a marketing tool. [ABSTRACT FROM AUTHOR]

Urbanization in India has been on a rise, as can also be seen in emerging economies like Brazil, China, and Indonesia. India in 2011 was 31.2% urban with 377 million living in urban areas, which increased to 34% in 2017. The urban population is set to increase to 590 million by 2030 placing pressure on Indian infrastructure, which will necessitate the construction of 700 to 900 million square meters of commercial, residential, gardens, parks, and open spaces, in order to meet the demands of urban population. In the present study, gardens and parks in the city of Pune (Maharashtra State, India) and their revenue and expenditure heads (for year 2018–19) have been administered. The paper aims to study how public sector owned gardens and parks can be better utilized for advertising, co‐working spaces, physical fitness centers and be converted into revenue generating assets for the city, which are currently acting as liabilities. Explorative research methodology has been utilized and the study is based on secondary data collected majorly from the local Municipal Corporation office. Important findings of the paper suggest – as to how under‐utilized public gardens and parks can be converted into multifaced, revenue generating areas without hindering the core objective of open places and thereby helping the city level corporation in smoothly fulfilling its roles and responsibilities. The paper would thus play a positive role in aiding the local government to look at innovative sources of financing and thus, reduce its financial dependability on higher levels of government. [ABSTRACT FROM AUTHOR]

Copyright of European Journal of Applied Economics is the property of Singidunum University and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

With the vigorous development of e-commerce, digital content consumption has prospered in the consumer market. Considering the perishability of digital content products and the negative utility of advertisements on users, the paper develops a dynamic game model for the supply chain with a digital content platform and an upstream advertiser, and obtains the optimal (or equilibrium) resource investing, pricing, and advertising strategies under the centralized and decentralized decision-making cases. The main results show that the marketing strategies of pricing and advertising are constant over the planning horizon, while the operation strategy of resource investing which depends on digital content products' perishability is decreasing over time. And, the platform may open resource for free to benefit more from advertising. Furthermore, for a certain region with relatively small price sensitivity, a counterintuitive result is obtained that the resource investing level and the profits of both members increase with the price sensitivity under the decentralized case, which is in sharp contrast to the centralized case. Finally, ignoring the product perishability in the decision-making process will cut down the resource investment level and profit, and the profit loss is intensified by a lower price or advertising sensitivity of consumers. [ABSTRACT FROM AUTHOR]

Introduction: Green marketing is an inherent part of many companies, whose main objective is to make consumers aware of their commitment to the environment and also to improve the image and attitude towards their brands and products. At the same time, the attitude towards the environment of these consumers is of great relevance, as the effectiveness of green marketing or, on the contrary, its perception as greenwashing, will depend on it. Therefore, the aim of this research is to test how different green marketing strategies influence attitudes towards certain brands/products in terms of beliefs and attitudes towards ecology and the environment. Methodology: A questionnaire was given to 342 university students about different brands and with different types of presentations (without image, with normal or classic advertising, with green advertising), as well as a series of items on environmental attitudes. Results: green marketing does not influence attitudes in most of the products presented, and the importance that people attach to ecological and environmental issues does not affect the relationship between green marketing and attitudes towards the brand/product in most cases. Discussion: companies should be aware that their green marketing practices may not be effective and that consumers may detect greenwashing. Conclusions: the statistical model presented here proves to be effective and can serve as a reference for future similar research that wishes to broaden the object of study. [ABSTRACT FROM AUTHOR]

The television broadcasting industry is of crucial economic and social importance. Traditionally, this industry has been dominated by free-to-air TV (FTV) but due to technological progress, subscription-based pay TV (PTV) has emerged as a competing business model. A key question for the PTV broadcasters is whether to air commercials in addition to charging subscription fees. Based on a theoretical model of asymmetric competition between a PTV and an FTV broadcaster, we examine the effects of placing PTV advertising on broadcaster market strategies, viewer demands, broadcaster profits and consumer surplus. We find that introducing advertising on PTV can induce a higher viewer demand on this channel but a lower viewer demand on the FTV channel. Surprisingly, consumers can benefit through the introduction of advertising in PTV and broadcaster profits can increase if the viewer disutility of advertising is sufficiently large. Our study provides an analytical framework for choosing and implementing an optimal PTV strategy when an FTV competitor preexists in the market. Furthermore, our study derives implications for policymakers and regulatory authorities by showing that additional PTV advertising is not necessarily socially undesirable due to the strategic market reactions. [ABSTRACT FROM AUTHOR]

Aiming at the defect that the click-through rate of marketing advertisements cannot provide accurate prediction results for the company in time in the marketing strategy of Internet companies, this paper uses a deep learning algorithm to establish a prediction model for the click-through rate of marketing advertisements. The suggested model is called high-order cross-feature network (HCN). Furthermore, this paper also introduces the combination of feature vectors into the graph structure and as the nodes in the graph; therefore, the graph neural network (GNN) is used to obtain the high-level representation ability of structured data more fully. Through numerical simulations, we observed that HCN has the capability to provide Internet companies with more accurate advertising business information, user information, and advertising content. Moreover, HCN model is more reasonable to adjust the advertising strategy and can provide better user experience. The simulation outcomes indicate that the suggested HCN approach has noble adaptability and high correctness in forecasting the click-through rate of marketing advertisements. We observed that this improvement, in terms of predictions precisions and accuracies, can be as high as 17.52% higher than the deep neural network (DNN) method and 10.45% higher than the factorization network (FM) approach. [ABSTRACT FROM AUTHOR]

The practice of unsolicited advertisements on social media has grown prevalent. This data article presents 837 US-based social media users' consumer perceptions of such advertisements. Understanding how consumers perceive unsolicited advertising is vital to developing effective digital marketing strategies. Data collection was via an online survey adopting multi-measurement items from extant studies for reliability and validity. The data showed high internal consistency with Cronbach's alpha testing, and confirmatory factor analysis (CFA) found the measurement model valid. Goodness-of-fit indices showed a good fit with the data. Finally, convergent and discriminant validity was confirmed using the composite reliability, average variance extracted (AVE), and correlations among constructs. Further research may utilise the data using inferential analysis techniques to add to our understanding of consumer perceptions of unsolicited advertising on social media. Dataset: 10.17632/zcp5httw5c.1. Dataset License: CC BY 4.0 [ABSTRACT FROM AUTHOR]

INTRODUCTION: Web applications and information systems are predominantly constituted as platforms for acquiring data and services over the Internet. Such applications integrate a technological context filled with intelligent devices interactive amongst themselves, connected to the network, hardware, and software, and accessible to the most varied social segments. OBJECTIVES: This article aims to present a digital mechanism based on product marketing for the acquisition of personal data used by a company in the cosmetics industry; to characterize privacy and data protection in view of the regulatory acts prevailing in Brazil; as well as to discuss how such scenarios affect the consumer. METHODS: We performed a bibliographic survey with a qualitative approach to the information collected, and used a digital platform for commercial operation as object to analysis. RESULTS: We confirmed the use of a digital platform, accessible by different electronic devices, to spread commercial content reaching a considerable volume of users, which then propagated it. We verified an indirect relationship of supply of goods through the transfer of identification, communication and location data. We identified users being directed to the Terms of Promotion and User Privacy Policy, as well as different media resources aiding their understanding. CONCLUSION: The customer's vulnerability in consumer relations stands out, something increasingly frequent in digital environments, which enables a directly proportional flow of information between market and consumer. Finally, we observed that Digital Humanities constitute a broad field of research under an extensive methodological domain, due to its interdisciplinary character, for the digital study of cultural phenomena, and promote critical reflection on the effects that computational methods have on society. [ABSTRACT FROM AUTHOR]

Social media advertising has become one of the most popular and profitable advertising modes in today's business world. Thereby, many firms have adopted digital marketing strategies to promote their business and to increase customer purchases. This study was conducted to examine how identified influential factors, namely, Informativeness, Entertainment, and Irritability, affect social media advertising value and find the ultimate implication on customer's purchase intention. An online questionnaire was developed and used as a survey instrument to gather the required information from social media users. Relevant research hypotheses were developed and tested using structured equation modelling to identify targeted relationships. The analysis results indicate a more substantial implication of advertising value on customer purchase intention. It implies customers' positive perception of the advertisement; nevertheless, irritability generates a negative effect. Though the informative components and entertainment acts of promotion had a positive impact on Advertising Value, a more substantial implication was recognized through customers' evaluation of the entertainment content of those advertisements. Further, the more significant importance of advertising value on brand image and purchase intention was identified through the analysis. The study contributes by identifying needed actions in advertised content to gain customers' attention through social media advertisements. Further, the model presented confirms the requirement of an effective social media advertising strategy to gain more significant benefit to the firm by enhancing advertising value. Firms need to express a more profound concern about advertised content and repetition frequency since the irritating perception of customers can weaken the advertising value of social media advertisements. [ABSTRACT FROM AUTHOR]

Value-appropriation activities enable a firm to extract more profits from existing customers. The authors examine how investments in two types of value-appropriation activities—advertising and receivables—are jointly associated with abnormal stock returns and idiosyncratic risk. Using data from 1,375 firms over the period of 2003–2015, the authors find that advertising investments and receivables investments interact as substitutes, such that increasing advertising (receivables) investments is detrimental to the beneficial effect of receivables (advertising) investments on firm shareholder value. They find that this association is contingent on firm business scope, such that the joint effect of advertising investments and receivables investments becomes weaker when firms have a broader business scope compared with a narrower business scope. [ABSTRACT FROM AUTHOR]

Bayesian methods for dynamic models in marketing have so far been parametric. For instance, it is invariably assumed that model errors emerge from normal distributions. Yet using arbitrary distributional assumptions can result in false inference, which in turn misleads managers. The author therefore presents a set of flexible Bayesian nonparametric (NP) dynamic models that treat error densities as unknown but assume that they emerge from Dirichlet process mixtures. Although the methods address misspecification in dynamic linear models, the main innovation is a particle filter algorithm for nonlinear state-space models. The author used two advertising studies to confirm the benefits of the methods when strict error assumptions are untenable. In both studies, NP models markedly outperformed benchmarks in terms of fit and forecast results. In the first study, the benchmarks understated the effects of competitive advertising on own brand awareness. In the second study, the benchmark inflated ad quality, and consequently, the effects of past advertising appeared 36% higher than that predicted by the NP model. In general, these methods should be valuable wherever state-space models appear (e.g., brand and advertising dynamics, diffusion of innovation, dynamic discrete choice). [ABSTRACT FROM AUTHOR]

Seeded marketing campaigns (SMCs) have become part of the marketing mix for many fast-moving consumer goods (FMCG) companies. In addition to making large investments in advertising and sales promotions, these firms now encourage seed agents or microinfluencers to discuss brands with friends and acquaintances to create further value. It is thus critical to understand how an FMCG seeding program interacts with traditional marketing tools when estimating the effectiveness of such efforts. However, the issue is still underexplored. The authors present the first empirical analysis of this question using a rich data set collected on four brands from various European FMCG markets. They combine advertising and sales promotion data from FMCG brand managers with sales and retail variables from market research companies as well as firm-created word-of-mouth variables from SMC agencies. The authors analyze the data using several approaches, confronting challenges of endogeneity and multicollinearity. They consistently find that firm-created word of mouth through SMC programs interacts negatively with all tested forms of advertising but positively with promotional activities. This phenomenon has significant implications for understanding the utility of SMCs and how they should be managed. The analysis implies that SMCs may increase total sales by approximately 3%–18% throughout the campaigns. [ABSTRACT FROM AUTHOR]

This study develops a conceptual framework of advertising intrusiveness that extends previous research on the topic by examining both drivers and consequences. To achieve this, the work draws on in-depth interviews with 29 adult consumers who report experiencing intrusive advertising in their daily lives. Three drivers of advertising intrusiveness are identified - temporal disruption, visual disruption and flow disruption - along with three consequences - emotional response, behavioural response and cognitive response. From these drivers and consequences, a conceptual framework of advertising intrusiveness is developed based on ideas about psychological reactance. Based on this framework it is proposed that, while all advertisements might ultimately be perceived as intrusive, an advertisement’s characteristics, which are the identified subcomponents of the drivers of intrusiveness, exacerbate the resultant consequences. [ABSTRACT FROM AUTHOR]

Purpose: This research draws upon construal level theory to investigate how brands can develop effective international marketing strategies using country image versus product image across international markets with different cultural distances between them. Design/methodology/approach: The paper reports two preliminary studies and three experimental studies in the context of Australian brands using a "clean and green" image. The preliminary studies explore how product versus country image and cultural similarity are related to construal levels. Then, Study 1 examines consumers from different countries as a proxy of cultural distance, whereas Studies 2 and 3 manipulate levels of cultural distance to test the effects on consumers. Moreover, Study 3 also uses a behavioral outcome as the focal dependent variable and tests the underlying mechanism. Findings: The results demonstrate a significant interaction effect between country-of-origin positioning and cultural distance, such that an Australian brand emphasizing the country (vs product) image gains more favorable responses among consumers with high levels of cultural distance. Conversely, an Australian brand emphasizing the product (vs country) image gains more favorable responses among consumers with low levels of cultural distance. Further, this research identifies perceived brand cultural authenticity as the underlying process driving the interaction effect. Originality/value: The findings of this research contribute to the literature on international marketing in general and the country-of-origin literature in particular by examining country-of-origin positioning and cultural distance from the construal level perspective. The research also provides managerial implications on how to promote products in the international market across different cultural distances. [ABSTRACT FROM AUTHOR]

The study investigates the factors affecting the advertising towards the consumer purchase decision of any product. The aim of this study is to read other reviewers and discover the factors that influence individual consumer decisions. Most product users read reviews to buy a product, so the quality and quantity of that product are important. In this study, two factors, such as independent variables (advertising), influence consumer purchasing decisions. The study models 1000 product users. Relief Examples of techniques are used because data is collected only by students. The results of this study show that advertising is closely related to consumer purchasing decisions. Therefore, advertising has a positive impact on consumer decisionmaking. In addition, many reviews have a positive effect on product intent. This research allows the manager to fully understand the factors that customers believe are important when making purchasing decisions. Therefore, this research helps managers to develop their marketing strategies. [ABSTRACT FROM AUTHOR]

Although existing research has discussed the impact of market strategy or non-market strategy on corporate legitimacy thoroughly, there is limited research on the joint role of the two strategies. Based on the big data analysis of media coverage, this study addresses this research gap by using a sample of Chinese listed firms during 1999–2018. Our finding reveals that positive media coverage promotes corporate financial performance, and advertising intensity and corporate donation strengthen this relationship. However, the simultaneous application of market and non-market strategies diminishes the effect of both strategies on the expansion of corporate legitimacy. This study extends the literature on the impact of corporate strategies on corporate legitimacy by highlighting the joint role of the corporate market and non-market strategies. [ABSTRACT FROM AUTHOR]

We study optimal advertising and entry timing decisions for a new product being sold in two-segment markets in which followers are positively influenced by elites, whereas elites are either unaffected or repulsed by product popularity among followers. Key decisions in such markets are not only how much to advertise in each segment over time but also when to enter the follower segment. We develop a continuous-time optimal control model to examine these issues. Analysis yields two sets of two-point boundary value problems where one set has an unknown boundary value condition that satisfies an algebraic equation. A fast solution methodology is proposed. Two main insights emerge. First, the optimal advertising strategy can be U-shaped, that is, decreasing at first to free-ride peer influence but increasing later on to thwart the repulsion influence of overpopularity causing disadoption. Second, in markets where cross-segment repulsion triggers disadoption, advertising is only moderately effective, and entry costs are high, managing both advertising and entry timing can result in significantly higher profits than managing only one of these levers. In markets without disadoption, with high advertising effectiveness or with low entry costs, in contrast, delaying entry may add little value if one already manages advertising optimally. This implies that purveyors of prestige or cool products need not deny followers access to their products in order to protect their profits, and can use advertising to speed up the democratization of consumption profitably. This paper was accepted by Juanjuan Zhang, marketing. [ABSTRACT FROM AUTHOR]

In a world overwhelmed with unstructured information, logistics companies increasingly depend on their websites to acquire new customers and maintain existing ones. Following this rationale, a series of technical elements may set the ground for differentiating one logistics website from another. Nevertheless, a suitable digital marketing strategy should be adopted in order to build competitive advantage. In this paper, the authors attempt to respond by implementing an innovative methodology building on web analytics and big data. The first phase of the research collects data for 180 days from 7 world-leading logistics companies. The second phase presents the statistical analysis of the gathered data, including regression, correlations, and descriptive statistics. Subsequently, Fuzzy Cognitive Mapping (FCM) was employed to illustrate the cause-and-effect links among the metrics in question. Finally, a predictive simulation model is developed to show the intercorrelation among the metrics studied as well as various optimization strategies. Research findings reveal a significant correlation between the logistics websites' technical factors and the growth of the corporate brand name. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this study is to understand the perception and purchase intentions of Spanish consumers towards sustainable fashion and to see if this can guide the marketing strategy for sustainable fashion. Design/methodology/approach: A mixed methodology has been designed to test the categories: knowledge, environmental concern, product-related features and social influence. Findings: The results of this study suggest that some implications and advice on sustainability marketing strategy could help companies to develop sustainable fashion for Spanish consumers. Originality/value: The originality of this study lies in the focus on sustainability to achieve happiness and satisfaction of people as a form of governance from a social point of view. [ABSTRACT FROM AUTHOR]

The main objective of the study was to assess the level of effectiveness of KFC integrated marketing communications (IMC) mix strategy and its correlation to the marketing outcomes. The study specifically aimed to answer the following: (1) Profile of the respondents - customers and managers; (2) Assessment of the respondents on the effectiveness of IMC mix strategy of KFC in terms of the following aspects: Personal Selling, Non-Personal Selling, Direct Selling, Sales Promotion, Advertising, and Public Relations; (3) To answer whether there is a difference on the assessment of customers and managers on the effectiveness of IMC mix strategy; (4) To answer whether there is a difference on the assessment of customers and managers on the effectiveness of KFC IMC mix strategy when they are grouped by common profile; (5) To answer whether there is a difference on the assessment of customers on the effectiveness of KFC IMC mix strategy when they are grouped by profile; and (6) To answer whether there is a relationship between KFC IMC mix strategy and marketing outcomes. The design of this study is descriptive research which is aiming to record, describe, analyze, interpret and compare the facts, data and information gathered through survey about the IMC mix strategy of selected KFC stores in Metro Manila, questionnaires were distributed to the respondents. A total of five hundred fifteen (515) respondents had chosen using convenience sampling, consisting of customers and managers. Results showed the respondents' assessment on the effectiveness of IMC mix strategy of KFC, the most effective among the elements is public relations while the least is sales promotion, over-all the IMC mix strategy of KFC is effective. [ABSTRACT FROM AUTHOR]

Presently, each individual is annoyed by the short messaging service received from various companies about their services without our consent. How many of them are relevant to us? How many attract our attention? This ethical dilemma is problematic for individuals that involve complex and often conflicting principles of ethical behavior. Thus, this study examines the role of ethical and permission-based mobile marketing to measure this phenomenon of unethical sharing of promotional SMS to the customer. The five independent variables; ethics, trust, perceived control, actual control, perceived utility, and one dependent variable as acceptance of the mobile advertisement is deployed. We used 7 points Likert scale questionnaire and distributed it among 150 mobile phone users to empirically test the hypothesis through STATA 14.2. The empirical results of the study present that ethics and trust have a significant relationship with the acceptance of mobile marketing. Interestingly, the actual control of SMS received presents a less significant impact as compared to the perceived control on the acceptance of mobile marketing. The findings of the study hold very useful information for marketers to develop an effective, efficient and selective marketing strategy rather than push marketing tactics to attract more customers by providing them appropriate, informative, attractive, and trustworthy information. [ABSTRACT FROM AUTHOR]

This research makes an approximation to the phenomenon of cryptocurrencies as a new concept and attribute used by brands, companies and institutions from an infinity of fields as part of their marketing and advertising strategy in order to discover the nature of such actions and their impact on the hearings. An exploratory approach is adopted through a triangulation of techniques: documentary analysis, case study and survey. The main results indicate that they are communication strategies that highlight this monetary option but, above all, they try to link the brand with technology and digital culture. [ABSTRACT FROM AUTHOR]

Cause-related marketing has the capability to generate strong brand evaluations and brings to managers a set of very complex decisions. Cause-related marketing very closely concerns society and its problems and consumers (in terms of product/service offer and the seeking of their support for various campaigns) and the company (with its various objectives that demand simultaneous attention). Although this marketing strategy has been used for more than 30 years there's still a lack of clarity regarding the level of importance of various factors that affect success of a cause-related marketing campaign. In this study, the aim was to determine driving and dependence power of certain significant factors over each other to ascertain the approach with which these factors must be considered during campaign development For this purpose, ISM technique was employed to determine interrelationships between factors and, later on, the hierarchy that lies in their relations. [ABSTRACT FROM AUTHOR]

Online advertisements have become one of today's most widely used tools for enhancing businesses partly because of their compatibility with A/B testing. A/B testing allows sellers to find effective advertisement strategie,s such as ad creatives or segmentations. Even though several studies propose a technique to maximize the effect of an advertisement, there is insufficient comprehension of the customers' offline shopping behavior invited by the online advertisements. Herein, we study the difference in offline behavior between customers who received online advertisements and regular customers (i.e., the customers visits the target shop voluntary), and the duration of this difference. We analyze approximately three thousand users' offline behavior with their 23.5 million location records through 31 A/B testings. We first demonstrate the externality that customers with advertisements traverse larger areas than those without advertisements, and this spatial difference lasts several days after their shopping day. We then find a long-run effect of this externality of advertising that a certain portion of the customers invited to the offline shops revisit these shops. Finally, based on this revisit effect findings, we utilize a causal machine learning model to propose a marketing strategy to maximize the revisit ratio. Our results suggest that advertisements draw customers who have different behavior traits from regular customers. This study demonstrates that a simple analysis may underrate the effects of advertisements on businesses, and an analysis considering externality can attract potentially valuable customers. [ABSTRACT FROM AUTHOR]

By their mass distribution and popularity, advertising images have strongly influenced the collective pictorial knowledge and have shaped certain visual ideas about the world. Regarding colonial and ‚exotic’ image motifs, the visual ideas concern powerful constructions of the racialised ‚other’ and the white ‚own’ as well as hierarchical ideas of a colonial order that constructed colonial identities. In doing so, they spread colonial-racist stereotypes. The paper describes how, based on changing diets and advertising strategies in the long 19th century, product advertising was specifically used to reach a wide audience and to spread colonial political positions. It directs a special focus on the role of advertising in shaping colonial discourse and concludes with remarks on the dissemination of colonial revisionist positions during the National Socialist era, when advertising images were used as a propaganda tool. [ABSTRACT FROM AUTHOR]

Traditional marketing strategies are now no longer seen as effective in communicating with today's sophisticated groups. Today, companies employ knowledge from disciplines other than marketing – such as psychology, neuroscience, and linguistics – when communicating with their target audience. In this study, the content analysis method is used to analyse Effie Turkey gold award-winning advertisements in order to determine the storytelling elements used in advertisements. In order to show the increasing use of storytelling elements in advertisements, the 2011–2013 and 2017–2018 award winning advertisements are studied. The analysis reveals that seven basic plots are used extensively in advertisements to create empathy. We also analysed the archetypes used in the advertisements, and found that the caregiver type is the most commonly used archetype, followed by Jung's explorer type. According to the findings of this study, among all aspects of language syntactic structure seems to play the most important role. [ABSTRACT FROM AUTHOR]