Marketing articles list

Since October 17, 2019, Lebanon has experienced unprecedented popular protests, demanding the departure of the entire political class, accused of being gangrened by corruption. Country paralyzed, institutions closed for more than two weeks, the eyes are turned to universities that have closed their doors but whose community (teachers and students) actively participate in the national jump. This study explores the use of social media by universities in Lebanon during the national revolution using social big data technology on Twitter in comparison to the national usage of twitter. Important information was collected, analyzed and visualized using the R language.

Katia RAYA

India is a country of immense diversity. It is home to people of many different racial, languages, ethnic, religious, and national backgrounds. Groups of people in India differ from each other not only in physical or demographic characteristics but also in distinctive patterns of behavior and these patterns are determined by social and cultural factors like language, region, religion, and caste. Apart from behaviour, economic development, level of education and political culture of the people in various social segments differ from region to region. More you can say that economy and cultures have been enriched by the contributions of migrants from round the globe. In an increasingly globalised world, migratory movements is continuously shaping the countries all over the world. Some countries like India and Ireland, which set the example of economic development and social integration, have the positive impact of the migration by globalisation and some countries like USA, which recently witness racism, xenophobia and discrimination have the negative impact on the migrants. It does not mean India do not face fragmentation and USA do not have cohesion. USA have many stories which show successful integration process, that facilitated the lives of immigrant communities, but being a developed country it still suffers from cultural alienation. In these countries, borders are built within borders to create cultural divides that do not allow people to integrate. Recently, this problem has become more prominent due to the rise of terrorism, clash of cultures in the world, leading to the glorification of stereotypes. People are becoming less accepting towards anyone who does not belong to their region. Migration does not stop after people move from one place to another place. The main question start after that ‘now what’ they will do. That is why this topic needs to be discussed thoroughly in order to find better solutions. This paper will begin with an analysis of different approaches to Migration, discuss the target groups for integration policies, provide indicators of the current situation of migrants and proceed to an analysis of integration tools: legislation, social policies and participatory processes. It will focus not only on the impact of migration but also on social integration, mix culture like indo-western culture in a comparative basis.

Ekta Meena

India is a country of immense diversity. It is home to people of many different racial, languages, ethnic, religious, and national backgrounds. Groups of people in India differ from each other not only in physical or demographic characteristics but also in distinctive patterns of behavior and these patterns are determined by social and cultural factors like language, region, religion, and caste. Apart from behaviour, economic development, level of education and political culture of the people in various social segments differ from region to region. More you can say that economy and cultures have been enriched by the contributions of migrants from round the globe. In an increasingly globalised world, migratory movements is continuously shaping the countries all over the world. Some countries like India and Ireland, which set the example of economic development and social integration, have the positive impact of the migration by globalisation and some countries like USA, which recently witness racism, xenophobia and discrimination have the negative impact on the migrants. It does not mean India do not face fragmentation and USA do not have cohesion. USA have many stories which show successful integration process, that facilitated the lives of immigrant communities, but being a developed country it still suffers from cultural alienation. In these countries, borders are built within borders to create cultural divides that do not allow people to integrate. Recently, this problem has become more prominent due to the rise of terrorism, clash of cultures in the world, leading to the glorification of stereotypes. People are becoming less accepting towards anyone who does not belong to their region. Migration does not stop after people move from one place to another place. The main question start after that ‘now what’ they will do. That is why this topic needs to be discussed thoroughly in order to find better solutions. This paper will begin with an analysis of different approaches to Migration, discuss the target groups for integration policies, provide indicators of the current situation of migrants and proceed to an analysis of integration tools: legislation, social policies and participatory processes. It will focus not only on the impact of migration but also on social integration, mix culture like indo-western culture in a comparative basis.

Ekta Meena

In this paper, investigations are made to analyze the human body temperature during wound healing process due to surgery. Wound is considered after the skin graft. Skin graft is a technique used in plastic surgery. Skin is the first line of defense between the human and environment, it is very susceptible to damage. Internal body or core temperature (Tb) is one of the clinical vital signs along with pulse and respiratory rates. Any disturbance in body temperature will drive complexities in wound healing process. These studies are important in the mechanism of establishing the limits of thermal regulation of human body during the healing process in different situations and conditions. The Finite element method is used to analyze tissues temperature for normal tissues (donor site) and abnormal tissues (tissues after surgery). Appropriate boundary conditions have been framed. Numerical results are obtained using Crank Nicolson Method.

Manisha Jain

TikTok is a mobile application which is available for Android & IOS platforms. It is used for video creation & video sharing purpose. It was launched in China in 2016. The application helps users to become a video creator, so that they can share videos regarding the things they are passionate about. It competes with various social media applications like Facebook, Instagram and YouTube. (1) The social media video app ‘TikTok’ is witnessing highest growth in all around the world. TikTok, which was earlier known as ‘Musicl.ly’ has now user base in 150 countries. It has 800 Million monthly active users all around the world. Their mobile application has downloaded 1.5 Billion times. Average time spent on TikTok is 52 minutes. 83% of its users are also creates videos on the platform. (2) Youth is a major user of this application. College students use it in large numbers. College students use various other social media applications such as Facebook, Instagram, LinkedIn, Snapchat, Twitter etc. These applications are present in market since a decade. But a new entrant, TikTok has seen a tremendous growth in a short duration of time. Hence, researcher has focused on use of TikTok by students. Researcher has limited the focus on management students from Pune city.

Nitin Mali

Physically unclonable function (PUF) is a hardware security module preferred for hardware feature based random number and secret key generation. Security of a cryptographic system relies on the quality of the challenge-response pair, it is necessary that the key generation mechanism must unpredictable and its response should constant under different operating condition. Metastable state in CMOS latch is undesirable since it response becomes unpredictable, this feature used in this work to generate a unique response. A feedback mechanism is developed which forces the latch into the metastable region; after metastable state, latch settle to high or state depends on circuit internal condition and noise which cannot be predicted. Obtained inter hamming variation for 8 PUF is 51% and average intra hamming distance is 99.76% with supply voltage variation and 96.22% with temperature variation.

Abhishek Kumar

One of the unique features of Indian society is prevalence of caste system which was originated thousands of years back to demarcate the people engaged in different occupation or jobs. Initially it was not much rigid but gradually people belonging to upper castes for their own selfish means to maintain their monopoly made this arrangement hereditary and started treating people of lower castes disgracefully. For preservation of this system, people started controlling their women to prevent inter-caste marriages and the concept of endogamy came up. This robbed away many types of freedom from women. For women belonging to lower castes, this situation is worse as they are doubly subjugated on the basis on caste as well as gender. Men belonging to their own caste treat them as secondary beings. This paper throws light on this intersection. How intersection of these two kinds of inequalities place them at the lowest position in Indian society. Dr. B.R. Ambedkar rises as their leader who all his life worked for empowerment of downtrodden section of society. He argues that education is the primary tool for evading these differences among people. He further emphasizes to adopt the concept of exogamy to break the backbone of Indian caste system and to immediately leave a religion or culture which legitimizes such system of inequality among people of the same land.

Swati sharma

One of the unique features of Indian society is prevalence of caste system which was originated thousands of years back to demarcate the people engaged in different occupation or jobs. Initially it was not much rigid but gradually people belonging to upper castes for their own selfish means to maintain their monopoly made this arrangement hereditary and started treating people of lower castes disgracefully. For preservation of this system, people started controlling their women to prevent inter-caste marriages and the concept of endogamy came up. This robbed away many types of freedom from women. For women belonging to lower castes, this situation is worse as they are doubly subjugated on the basis on caste as well as gender. Men belonging to their own caste treat them as secondary beings. This paper throws light on this intersection. How intersection of these two kinds of inequalities place them at the lowest position in Indian society. Dr. B.R. Ambedkar rises as their leader who all his life worked for empowerment of downtrodden section of society. He argues that education is the primary tool for evading these differences among people. He further emphasizes to adopt the concept of exogamy to break the backbone of Indian caste system and to immediately leave a religion or culture which legitimizes such system of inequality among people of the same land.

Swati sharma

Several pieces of research have proved that the relational effects and outcomes of service quality have a positive and significant impact on consumer satisfaction, consumer retention, consumer loyalty and consumer advocacy. The present research analysed the impact of seven relational outcome constructs on the consumer satisfaction and found that Consumer education, Physical evidence, Emotional intelligence, Social competence and Product policy, have significant and direct impact on overall consumer satisfaction The other relational outcome constructs, personalized relationship between individual customer and service employee, consumer retention and consumer loyalty have important direct effect on overall consumer satisfaction, and these three outcomes also have a direct effect on consumer advocacy. Hence, it was concluded that service quality, consumer satisfaction and consumer loyalty are positively correlated and have a significant and positive impact on consumer advocacy. The research was conducted on 300 consumers of the insurance industry.

Ileyas Rizvi

The purpose of this study is to evaluate activities of the corporate citizens in Tanzania and find the best way of aligning CSR initiatives to attain mutual benefits between the organizations and general public. A total of 45 organizations, both for profit and not for profit, were engaged in this study from four different industries. The study used semi-structured interview guide to collect data and a focused group discussion was organized. Contents analysis was used to categorize the responses into five major themes, as discussed in the main document. The findings reveal that CSR is still at its initial stage and much has to be done for the corporations to draw the best out it. Keywords Strategic CSR Value Organization and Society

DR. OMARY SWALLEHE

In an era where technology prevails, entrepreneurs as well as marketers see the need to keep up with the fast pace of change or risk being outdated. Gone are the days when a pure-bricks business model will thrive well in current market scenario. It is practically impossible to design a marketing strategy without considering social networks. Social media had become really important gradient in today’s marketing mix in general and in promotion mix in particular. Adapting some form of marketing online through social media is a key node for all businesses, especially in an industry where trends constantly change such as fashion and handicrafts. The paper carries out empirical research to understand the effectiveness of social media as a marketing tool and an effort has been made to analyze the extent social media helps consumers in buying decision making. In addition strategies have been suggested for maximizing the effectiveness. Various statistical tests have been applied to support the research hypothesis.

Abu Bashar

The main purpose of the paper is to determine the correlation of consumers' demographic factors on the impulse buying behavior with respect to a number of single impulsivity indicators and one collective indicator. The paper consists of theoretical and research aspects. The first part encompasses theoretical insights into the secondary research regarding impulse buying while the practical part presents the methodology and primary research results. With respect to the subject matter, research goals as well as previous findings and primary research results, corresponding hypotheses were set and mainly confirmed. Inter variable correlation and regression analysis has been performed to test the hypothesis. The results showed that demographic factors, such as the disposable income and age, are related to most impulse buying indicators and to the impulsivity collective indicator. However, educational qualification and gender produced marginal association with impulsive buying behavior. The paper also summarizes research limitations as well as the work contribution and future research guidelines.

Abu Bashar

This case is designed to highlight the marketing strategies adopted by a new entrant in the fast-moving consumer goods (FMCG) sector. The importance of brand architecture in building brand relevance in this competitive environment and enhancing customer loyalty has been put forth as illustrated by the experts. The synchronization of branding strategies and marketing communications in terms of establishing a customer connect purely on the basis of nationalism, price, and natural preparations have been highlighted from the perspective of Patanjali’s growth strategy. The brand has been envied by all the big players of the sector for proving itself as the major disruptor being portrayed in terms of its voluminous sales and ever-rising revenues. This case on Patanjali offers an insight into the strategies followed by a new company to position the brand at the right time and acquire a substantial market share. It also highlights the facts that exceptional competitiveness in distribution strategies may not be the only determinant for effective management of distribution strategies, and the road ahead needs to be rightly sorted out. This case also tries to unlock the path that determines the success the brand Patanjali has achieved which otherwise took decades for Nestle, Proctor & Gamble, ITC, or Unilever to achieve.

Dr. Neena Prasad

Contact between pharmaceutical company representatives (PCRs) and medical practitioners is viewed by drug companies as a vital part of their marketing strategy. Studies show that PCRs employ persuasion disguised as information. Because PCRs are keenly involved in competitive marketing, they are more likely to use persuasion than information during their promotional visits. Information increases customer awareness of a particular product without influencing the preferences. Persuasive marketing directly influences a consumer’s brand preference. Positively influencing a prescriber’s attitude towards a product is essential for effective marketing since there is an association between attitude, intention and behaviour. Numerous studies find that pharmaceutical promotional interactions have an impact on physician’s perceptions and their prescribing practices. Yet, many of today's health professionals do not acknowledge their vulnerability to being misled by pharmaceutical marketing. This study demonstrate that Pharmaceutical promotion strategies do not differ greatly from those of other types of marketing, PCRs more likely to use persuasion to highlight the perceived difference of their particular brand. Persuasion often has a subtle influence that is not easy to detect and physicians should receive education regarding the drug promotion techniques used by pharmaceutical companies. Persuasion often has a subtle influence that is not easy to detect. Overconfidence is a major risk factor for being misled. This analysis highlights some critical aspects of persuasive communication by PCRs in promotional visits. It will help prescribers to interpret, evaluate and respond appropriately to manipulative behaviour by PCRs.

Mediterranean Journal of Pharmacy and Pharmaceutical Sciences

Today, the tourism industry has become richer and sophisticated. It involved various businesses and has given multiplier effect towards the society. One of dominant business activity in this sector is event management. It also touches various kind of business e.g. shopping center. Related to this, one of activity that has full support from the ministry of tourism in Indonesia is Culinary and Shopping Festival 2016. This event is being held from 27 September 2016 up to 27 October 2016 in many provinces in Indonesia. Data that is being collected to answer the research is being distributed to various visitors and specifically to student of UPH Medan. Hopefully from the data collection, the analysis will answer what kind of motives is to come to event. Whether the visitor coming for the culinary and shopping festival or for another event will be answered from the study. Therefore combining the data with how the tenant expectation can show the relationship between visitor motives and the festival.

Lila Maria Kaban

The current scenario of retailing is characterized by huge cut throat competition and almost undifferentiated merchandise on sales. Today retailers are utilizing visual merchandising to differentiate their offerings from others’ as well as to improve the visibility and desirability of products. Too many researches have been performed for defining and measuring the concept. The various factors which affect impulse buying have not been determined much. The purpose of this research is to examine the relationship between consumer impulse buying behaviors and visual merchandising. Efforts have also been employed to understand the visual merchandising technique that influences the consumers at most. This study also intends to provide information on why visual merchandising should be considered an important component of a strategic marketing plan in support of sales increase and positive store/company image.The finding of the current study reveals that there is a very strong association between consumer impulse buying behaviors and two types of visual merchandising practices: in-store form/mannequin display and promotional signage.This study also provides insights to retailers about types of visual merchandising that can influence consumers’ impulse buying behaviors

Abu Bashar

Penelitian ini bertujuan untuk melihat seberapa besar dampak kualitas produk, persepsi konsumen dan brand image terhadap keputusan pembelian produk endorsement pada masyarakat di Medan dengan menggunakan word of mouth sebagai variabel moderasi. Sampel penelitian ini adalah sebesar 100 orang responden dengan teknik analisis data menggunakan analisis jalur (path analysis). Hasil dari penelitian ini menunjukkan kualitas produk, persepsi konsumen dan brand image berpengaruh terhadap keputusan pembelian produk endorsement pada masyarakat di Medan. Lebih lanjut, word of mouth tidak memoderasi kualitas produk terhadap keputusan pembelian dan juga tidak memoderasi persepsi konsumen terhadap keputusan pembelian namun word of mouth memoderasi brand image terhadap keputusan pembelian produk endorsement bagi masyarakat di Medan.

Lila Maria Kaban

Customers shopping behaviors have altered because of technological advancement and widespread of internet access. The rise in online sales presents both opportunities and challenges for many e-commerce companies. To successfully increase the customers’ purchase intention, it is important to implement persuasion marketing strategies especially in the online environment, together with other traditional marketing techniques available. The goal of this study is to determine which technique, between Scarcity Tactics and Liking Tactics, has more impact on customers’ Purchase Intention. Zalora Indonesia, as one of the leaders in fashion, beauty, home and lifestyle e-commerce, is chosen to be the research object. Scarcity Tactics and Liking Tactics are the independent variables used in this study, with customers’ Purchase Intention as the dependent variable. Quantitative method using a causal strategy, with an online questionnaire has been delivered to 120 Zalora Indonesia buyers. According to the findings of this research, customers who buy online have the tendency to do purchases when Zalora Indonesia uses Scarcity Tactics and Liking Tactics in its marketing approach. Scarcity Tactics, however, has more influence on online Purchase Intention, whereas Liking Tactics has a promising but insignificant impact. Both Scarcity Tactics and Liking Tactics show influences in customers’ Purchase Intention as much as 60.2%.

Lila Maria Kaban

Marketing has now adopted technologies in the attempt to increase brand recognition. Due to the COVID-19 pandemic, many companies suffer, yet many even reap more profits, such as e-commerce. The purpose of this research is to figure out whether Celebrity Endorsement, Advertising Appeal, and Electronic Word of Mouth have influence towards customer’s Purchase Decision in one of popular e-commerce in Indonesia called Bukalapak. Through the non-probability sampling type, particularly purposive sampling approach, one hundred respondents are taken as samples. The method in this research is descriptive and causal, and the research type is quantitative research. The data analysis methods used are descriptive statistics, coefficient of correlation, coefficient of determination, linear regression analysis and hypothesis testing through T-Test and F-Test. The T-test shows that Celebrity Endorsement, Advertising Appeal, and Electronic Word of Mouth partially influence the Purchase Decision. The F-Test result shows that all independent variables simultaneously influence Purchase Decision. Out of all, Celebrity Endorsement has the biggest influence on Purchase Decision. The value of coefficient of determination obtained is as much as 80.6% indicating that the customer’s Purchase Decision in Bukalapak is explained by Celebrity Endorsement, Advertising Appeal, and Electronic Word of Mouth. The recommendation given is to ensure the company uses talented and well-known celebrity endorsers, design attractive and unique advertisement, and maintain satisfactory performance to encourage complimentary reviews on its platform.

Lila Maria Kaban

Increasing presence of women in economic pursuits like entrepreneurship activities is believed to be the result of development policies. This belief ignores the role of socioeconomic factors in the growth and development of women entrepreneurship. Many women entered the world of business and they have become successful entrepreneurs in various business activities. Women entrepreneurs in Dakshina Kannada district have set up business ventures in a range of industries. The study has been conducted to know the extent of problems faced in managing work and life by women entrepreneurs. Majority of the respondents started their business or service to become independent and to meet the financial needs of their family. From the study it has to be found that majority of the women find it difficult to manage their work and family and they are trying to overcome these difficulties by time management and with the help of their family members.

Thara S Shetty