ABSTRACT
Even though the Covid-19 epidemic has affected the marketing of goods and services, this has not deterred people from purchasing luxury brands. Brand owners that wish to reach a large number of customers via social media marketing, including engaging and transacting on virtual platforms, have also discovered this. Social media marketing will assist customers in selecting things without their needing to physically visit the business. It must be acknowledged that purchasing things, particularly luxury items, demands accuracy hence, brand-owning corporations require their own marketing strategies. For instance, product photographs must be realistic so that they resemble actual items. Product specifics must be expanded upon and, most significantly, brand involvement must be increased. If customer participation in the brand is correctly achieved, then consumer reaction will be good and luxury brand sales will grow. This research is to assess marketing efforts on social media and luxury brand participation in relation to customer reactions when engaging and transacting on virtual platforms. A content analysis is used to draw the conceptual framework in this study. It is anticipated that the empirical contribution of this study will contribute to the advancement of science, particularly on the issue of consumer responses to marketing activities on social media. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.
ABSTRACT
Even though the Covid-19 epidemic has affected the marketing of goods and services, this has not deterred people from purchasing luxury brands. Brand owners that wish to reach a large number of customers via social media marketing, including engaging and transacting on virtual platforms, have also discovered this. Social media marketing will assist customers in selecting things without their needing to physically visit the business. It must be acknowledged that purchasing things, particularly luxury items, demands accuracy hence, brand-owning corporations require their own marketing strategies. For instance, product photographs must be realistic so that they resemble actual items. Product specifics must be expanded upon and, most significantly, brand involvement must be increased. If customer participation in the brand is correctly achieved, then consumer reaction will be good and luxury brand sales will grow. This research is to assess marketing efforts on social media and luxury brand participation in relation to customer reactions when engaging and transacting on virtual platforms. A content analysis is used to draw the conceptual framework in this study. It is anticipated that the empirical contribution of this study will contribute to the advancement of science, particularly on the issue of consumer responses to marketing activities on social media. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.
ABSTRACT
Data forecasting methods are essential in the business world to determine the company's future steps. However, the COVID-19 pandemic has hit the tourism economy hard, resulting in a slump in income. In this study, trials were conducted to analyze the reliability of forecasting methods on data affected by the COVID-19 pandemic. The method used is the Triple Exponential Smoothing method involving two models, namely Additive and Multiplicative. In this paper, the test is carried out using actual data derived from data from a service company engaged in tourist crossing transportation. Each method's alpha, beta, and gamma values are determined based on the parameters that produce the smallest error value. The experiment results show the predictability of the Triple Exponential Smoothing method by measuring the prediction error value based on the Mean Absolute Percentage Error (MAPE) value, which was 7.56% in the Additive model and 10.32% in the Multiplicative model before the pandemic happened. However, both methods' prediction measurements during a pandemic produce poor forecasts with an error percentage above 40%. Meanwhile, during the decline in pandemic cases, the value of the Triple Exponential Smoothing Multiplicative method was closer to the actual data with a prediction error value of 33.02%. Therefore, the Triple Exponential Smoothing Multiplicative method is more resistant and suitable for implementing into a forecasting system with actual data that influences pandemic events. © 2022 IEEE.