Aspects of Strategic Management and Online Marketing

Strategic management is a way of managing a company based on the most important documents of the company such as vision and mission. Communication with customers, whether in the field of direct sales or sales and for further business are nowadays mainly based on quality marketing. Marketing is thus part of strategic decisions in the field of business management. Present time, which uses virtual space as a basic means of communication for the presentation and sale of products. Especially as a result of the Covid period, virtual marketing gained a priority in marketing activities and further globalized trade and business. The presented article describes the place of online marketing in business management, mainly highlights its place in strategic decisions and management. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.

Is firm-generated content a lost cause?

The COVID-19 pandemic brought lockdowns upon consumers and firms alike, and social media became the vehicle by which brands attract more customers into their sales funnels. Accordingly, firm-generated content (FGC) has become a popular tool, allowing brands to use various content types to show consumers sharable, informative, and comment-worthy information. From the customer's perspective, this content type competes with, and complements, user-generated content (UGC). As current research focuses mainly on UGC, several questions regarding the social media marketing role of FGC, remain unanswered. Hence, this study aims to explain how FGC influences customer purchase intention, using online survey data. We use partial least squares structural equation modeling to analyze the data and determine users' attitudes toward FGC. The findings suggest that FGC negatively influences purchase intention and has little effect on brand equity and attitude. These results challenge marketers to rethink their online marketing strategies. (PsycInfo Database Record (c) 2023 APA, all rights reserved)

Marketing of commercial milk formula during COVID-19 in Indonesia.

Baby food marketing poses a substantial barrier to breastfeeding, which adversely affects mothers' and children's health. Over the last decade, the baby food industry has utilised various marketing tactics in Indonesia, including direct marketing to mothers and promoting products in public spaces and within the healthcare system. This study examined the marketing of commercial milk formula (CMF) and other breast-milk substitute products during the COVID-19 pandemic in Indonesia. Using a local, community-based reporting platform, information on publicly reported violations of the International Code of Marketing of Breast-milk Substitutes and subsequent World Health Assembly resolutions (the Code) was collected. It was found that a total of 889 reported cases of unethical marketing of such products were recorded primarily through social media from May 20 through December 31, 2021. Our results suggest that the COVID-19 pandemic has provided more opportunities for the baby food industry in Indonesia to attempt to circumvent the Code aggressively through online marketing strategies. These aggressive marketing activities include online advertisements, maternal child health and nutrition webinars, Instagram sessions with experts, and heavy engagement of health professionals and social media influencers. Moreover, product donations and assistance with COVID-19 vaccination services were commonly used to create a positive image of the baby food industry in violation of the Code. Therefore, there is an urgent need to regulate the online marketing of milk formula and all food and beverage products for children under the age of 3.

Hospital Online Branding during the Pandemic: A Healthy Change in India

The COVI D-1 9 pandemic has changed the way brands communicate to their potential and current customers. This paper uses a multimethod approach to specifically study nine corporate Indian chain hospital brands and their online social media presence during COVID-19. The authors sought to decipher the implicit information gained from Facebook pages and conducted a qualitative study with NVivo 12.3. to understand online branding activity over a year, which was for six months pre-COVID-19 and the first six months during COVI D-1 9. This study corroborated these findings through qualitative interviews with six marketing managers from these brands and thus triangulated the findings. The objective of this paper is to understand these changes, and this will pave the way for the country's smaller hospitals that are yet to delve into Social Media Marketing.

The Impact of Marketing Innovations and Business Plans on Business Sustainability during the Covid-19 Pandemic

During the COVID-19 pandemic, businesses experienced various challenges, resulting in economic decline. The pandemic also threatened their sustainability. Thus, business actors have to consider this condition seriously. This study aims to analyze the impact of marketing innovations and business plans on business sustainability during the COVID-19 pandemic. The paper used quantitative methods. The population included 689 micro and small enterprises affected by COVID-19 in Palu City, Indonesia. It involved 253 respondents as samples selected using the Slovin formula with an error rate of 5%. Data analysis consisted of descriptive statistical testing and multiple linear regression. The findings showed that marketing innovations and business plans significantly affected business sustainability during the COVID-19 pandemic both simultaneously and partially. Then, simultaneously, it was indicated by the value of Fcount > Ftable (10.615 > 3.031) at a significance alpha (alpha) of 0.05 or Sig. F < 0.05. The significance value of 0.000 is smaller than the alpha (alpha) significance of 0.05, meaning it is significant. Partially, the business plan variable showed that tcount was higher than ttable (2.780 > 1.650). The significance value was 0.006, which is smaller than the alpha (alpha) significance of 0.05, meaning it is significant. The marketing innovation variable showed that tcount was higher than ttable (3.878 > 1.650). The significance value obtained was 0.000, which is smaller than the alpha (alpha) significance of 0.05, meaning it is significant.

Does nationality affect eWOM? Factors affecting customer satisfaction and eWOM in Indonesian Online Clothing Brands

During COVID-19 pandemic online shopping gained importance. One aspect of online shopping is customers recommending products to each other. Also named electronic word of mouth (EWOM), this type of marketing is effective in online marketing. Based on a survey of 206 Indonesian customers, this research examined which factors affect customer satisfaction and EWOM. The results show that price value, brand awareness, and country ethnocentricity were significantly affecting customer satisfaction. On the other hand, customer satisfaction had significant effect on EWOM. © 2022 IEEE.

Problems and strategies in the process of network marketing towards precision in the context of big data

The sudden outbreak of COVID-19 has greatly affected the development of all industries, and the development of many enterprises has been severely impacted. In the context of epidemic prevention and control, the Internet has brought new development space for enterprise marketing, so more and more enterprises begin to enter the field of online marketing. With the continuous progress of Internet technology and the deepening of informatization, China's big data industry has made qualitative progress. The traditional marketing model cannot meet the needs of the increasingly fierce market competition. By applying big data technology to network marketing, enterprises can dig deeply into user information and formulate corresponding marketing strategies based on users' preferences, behavior patterns and shopping habits, so as to realize precise marketing and improve their economic benefits by mining potential customers. However, there are also some problems in the process of using big data technology to move towards precision, such as serious homogenization, low application level, and privacy security issues. Only by solving these problems can enterprises use big data to achieve higher quality development. © 2022 IEEE.

Improving Organisations by Digital Transformation Strategies – Case Study EuroSPI

The Covid situation forced organisations to rethink their strategies and to use more cloud and networking strategies than ever before. Also the technologies allow better connectivity and this leads to the reformulation of traditional strategies to new digital visions and strategies. New processes are being set up which connect experts, companies and events and new marketing and management strategies arise. In this paper we describe the results of the research performed in a master thesis in cooperation between EuroSPI and the University of Applied Sciences Joanneum, and the paper outlines based on the example of EuroSPI how such digital transformation strategies have been used to restructure EuroSPI and the vision of the EuroSPI conference series to become an integrated digital enabled service network. This way situations like a Covid 19 can lead to improvement and higher business potentials than before. © 2022, Springer Nature Switzerland AG.

Excessive Gaming and Online Energy-Drink Marketing Exposure Associated with Energy-Drink Consumption among Adolescents.

In this study, we examined excessive online gaming by adolescents and the resultant effects of their exposure to the online marketing of energy drinks and alcohol, and whether marketing literacy could serve as a mitigating factor. This cross-sectional study was conducted in 2020. Data were obtained from a sample of 2613 seventh-grade students from 30 middle schools in Taiwan. A self-administered questionnaire was conducted. The results showed that nearly 18% of the adolescent respondents had used energy drinks, while 75% reported seeing energy-drink advertisements on the internet in the past year. Multiple regression results indicated that factors such as being male, reporting excessive gaming, being exposed to higher levels of online energy-drink marketing, and reporting alcohol use were positively associated with energy-drink consumption. A higher level of online energy-drink marketing-affective literacy, however, was negatively associated with energy-drink consumption. In conclusion, factors that predicted energy-drink consumption among adolescents included excessive gaming and exposure to online energy-drink marketing, but marketing-affective literacy tended to lessen the impact of such advertising.

Classification of Product Review Sentiment by NLP and Machine Learning

Online marketing and e-commerce firms were already prospering in Bangladesh during this era of internet technology. Because people are under lockdown due to the COVID-19 epidemic, internet shopping has become the major platform for purchasing because it is the safest option. It sped up the time it took for firms to go online. More online product service providers improve people's lives, but it also raises concerns about product quality and service. As a result, it is simple for new clients to dupe while purchasing online. Our objective is to create a system that uses Natural Language Processing to assess client feedback from online purchasing and deliver a ratio of good and bad comments written in Bangla from past customers (NLP). We gathered approximately 6000 comments and views on the product to conduct the study. As classification approaches, we used sentiment analysis, as well as KNN, Decision Tree, Support Vector Machine (SVM), Random Forest, and Logistic Regression. With an accuracy of 94.78 percent, SVM outperformed all other methods. © 2022 IEEE.

Comparative study on consumer buying behavior during Covid-19through E-business and direct to market place towards government regulation and policy in Tamil Nadu (India)

Purpose: A study can be helpful for the consumer during the lockdown period and also the sellersboth in online and direct market place to follow the rules and policy framed by the government due to Covid-19 lockdown period even the sellers are satisfying the consumer needs and wants in the market. Research Methodology: The researcher chosen to use descriptive research study and the technique have been selected as convenience sampling techniques can be used to identify the research problem of consumer buying behavior in the current market situation of Covid-19. Findings: The findings can be identified by framing questioner and that must be collected through the respondents, from the general public those who respondents are avoiding use of online and going for the direct market they are the respondents for this study. Research limitation/implication: The sample size has been taken for the study is less comparative to overall population of the state findings of the research may change due to some different geographical area, demography, age etc. The sample can be collected according to the convenience of the researcher. Practical Implication: The research can be undergoes through the factors of making stimuli, consumer psychology, behavior, consumer characteristic can be analyzed by the overall consumer behavior during the lockdown period of Covid-19 avoid online marketing. Originality/Values: The primary objective of the resource has to identify the reason why the consumers have not going for online shopping only going for direct market place, to know about the lever of consumer satisfaction in buying from direct market, and to know about the necessary steps government regulation has framed to rectify this problem to avoid the crowd during the Covid-19 period.

The COVID-19 impacts and challenges to achieving sustainability in Japan's fisheries and aquaculture.

The Japanese fisheries, aquaculture, and seafood sectors have been undergoing continuous transformation affected by economic downturns due to the new coronavirus (COVID-19) pandemic. Analyses of the COVID-19 impacts on fishery, aquaculture and seafood sectors in six sites in different parts of Japan exhibit that the impacts of the economic recession due to the pandemic differ between sectors, species, and local communities. The impacts of the COVID-19 pandemic were multiplied by other national and international policy changes as well as other factors such as fish stock depletion and the possible relocation of fish stocks due to sea water temperature change. Stagnating demand for fisheries may give incentives to reinforce conservation and introduce new schemes aimed at seafood sustainability. There can be, however, a possible driver for a vicious cycle that induces overfishing and fish price deterioration. Stakeholder ingenuity and policy innovation are required to achieve sustainable fisheries.

Impact Of Coronavirus On Consumer Behaviour

India being worst hit during the second wave of Coronavirus left a devastating effect on lives and economy. India is facing the greatest crisis since its independence and people are feeling unsecured because of this deadly virus. Lockdown and social distancing have changed not only the consumer buying habits but also the shopping preferences. As coronavirus progressed the consumer optimism declined in India and Consumers are worried about personal and family safety. Majority of people are trying to do their work from home and stepping out only to buy the essential goods. This crisis has affected brand, category preferences, buying behaviour and spends. As purchase decision people are spending higher on their health and hygiene products and preferring home deliveries rather than visiting stores. People have adopted low touch activities which has increased digital payments and online transaction. This paper attempts to examine the impact of coronavirus on consumer behaviour. © The Electrochemical Society

A Machine Learning Model for Effective Consumer Behaviour Prediction

Effective consumer behavior prediction can play a crucial role in online marketing, especially in the COVID19 scenario. In this work, we have analyzed consumer behavior to understand consumer needs and predict future requirements. For the same, we have applied the machine learning models on an amazon dataset collected from Kaggle. The dataset consists of reviewers' comments, ratings, many other parameters for the product. The model's outcome indicates that the proposed Random Forest model performs exceptionally well, and its Accuracy is approx. 98.73%. A comparative study has been done to show the efficacy of the work, and it has been observed that the performance of the proposed model is quite remarkable, and it can be a competent model for effective consumer behavior prediction. © 2021 IEEE.

Artificial Intelligence in Online Stores’ Processes

The global e-commerce market has been growing rapidly, even more so due to the COVID–19 pandemic which caused a number of stationery stores to close down. At the same time, Artificial Intelligence (AI) has also gained prominence. In this article, we review and describe the practical applications of AI which is helping e-commerce businesses. In particular, we have concentrated on AI in some key areas of e-commerces such as online marketing, operations in fulfillment centers, barcode identification, and autonomous delivery methods. The findings and conclusions in this article would be useful for researchers as well as businesses to get an overview of the landscape of AI applications in e-commerces. © 2022, Springer Nature Switzerland AG.

Evaluative Framework for Digital Competitiveness

To stand out and face the growing demand from customers to obtain products and services online, several SMEs are implementing digital transformation strategies. It became evident that many factors other than technology are required to ensure the digital transformation’s completion and success. However, the global pandemic of Covid-19 showed that many SMEs struggle significantly to implement Internet and online platforms into their strategies to achieve a decent level of e-commerce competitiveness. In this chapter, we combine secondary information, opinions of experts in online marketing, and the experience of SMEs to identify which factors affect the capacity of businesses to embrace the digital environment. Based on these findings, we propose an evaluative framework allowing business to assess their current level of e-commerce readiness. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.

Digital branding and online marketing communication strategy optimization: A case study of a small hits beverage business

Massive and global changes related to the Covid 19 pandemic have forced the industry to divert some of its activities through online media. The conventional activities of the business must be transferred online, including branding and marketing. Digital branding and online marketing must be optimized to make a business survive and grow. This research aims to be able to answer this online revolution phenomenon by implementing the right business strategy for small businesses. This research focuses on case study analysis on online marketing strategies and digital branding applied by the contemporary beverage business with the Qju brand. This study concludes that the communication strategy on online media carried out by Qju includes four things: Product information, services, purchases, and advertising. The communication strategy has been proven to be effective with increased sales and favorable customer growth rates. The redundancy, informative, persuasive, and educational communication methods implemented have proven to invite positive responses from target consumers. Digital branding carried out by Qju through online media can be successful with increased customer growth rate, customer satisfaction index, and customer retention rate. This study's results are significant and can be used as recommendations for other small businesses to maximize their marketing strategy through online media and use the right communication methods to increase the digital branding of their business products. © IEOM Society International.

QR CODES FOR THE PROMOTION OF TOURIST ESTABLISHMENTS IN THE CANTON OF QUEVEDO

Nowadays companies and tourism need to make themselves known by different means and among them the most used is marketing because they develop competitively in the market. Quevedo is a tourist city in Ecuador, constituted as one of the most important river ports of the country and therefore seeks to generate tourism in the River Route Avenue through entrepreneurship, that by the global economic crisis COVID-19 some establishments had to close, others went bankrupt and the economy was destabilized generating unemployment and that is where the question is born How to provide access to tourist information for visitors arriving in the Canton Quevedo? The objective was to design strategies for the use of digital marketing through "QR" codes as elements that facilitate access to tourist information for visitors to the city of Quevedo. In the investigation the qualitative and quantitative methodology was used, allowing through the methods the theoretical analysis inductive, deductive, descriptive, descriptive, mathematical statistics that allowed to obtain from the surveys necessary information for the promotion of tourist sites, establishing necessary resources and strategies, achieving in the course explain the technology with information of the "QR" codes for the implementation in the different ventures allowing to see the functionalities, resources necessary technology to publicize the implementation of online marketing in the canton Quevedo through technological programs easy to obtain from any device.