Marketing articles list

Effective crisis communication response through using the proper strategies is critical to cope with crises and to protect the reputation and existence of the involved parties. Usually, aviation accidents receive great attention from the media and the public. Malaysia Airlines Flight 17 (MH17) which was shot down over eastern Ukraine on 17 July 2014 during its scheduled flight from Amsterdam to Kuala Lumpur received global attention. This attention was due to the involvement of several countries either at the level of the countries of victims or the countries accused of the attack. Image repair theory proposed by William Benoit, the widely used in crisis communication response was implemented in this study. The Russian response to the international accusation, especially from the Western world on supporting the attackers of MH17 has been examined in this study. This study implemented both quantitative and qualitative content analysis to achieve its aims. A total of 306 news stories from the online New Straits Times newspaper Website from the years 2014 to 2019 were analysed. A total of 191 strategies were included in 123 news stories since some stories combined more than a strategy. Out of 191 strategies, 43.5% were simple denial, followed by shift the blame and attack accuser with 35.1% and 21.5% respectively. The results revealed that the image repair effort by Russia was effective and successful.

Mohammed Fadel Arandas

The very first recruitment for a public relations practitioner in Malaysia was encountered in 1948 and was advertised by the federal government of the British Colony in Malaya. This paper examines the subsequent advertisements after Malaya sought independence from the British colonial government. A total of eleven recruitment advertisements were found before the formation of Malaysia on the 16th September 1963. This paper outlines the advertisers, the titles of positions, as well as their qualifications and duties. The results show that the job requirement mainly came from the federal and local governments. Generally, the duties were related to information services and some specific responsibilities.

Mohammed Fadel Arandas

This is a study on the growth of public relations in Malaysia based on the advertisements placed in the newspapers during the colonial period. Tracing the historical development serves to make a better understanding about the nature of public relations practice. This paper therefore aims at exploring the development of the public relations profession by studying the advertisements placed in the nationwide newspapers, the Straits Times and the Singapore Free Press & Mercantile Advertiser from 1939 which included the early advertisement that contained the phrase “public relations” to 1956 a year before the independence of the Federation of Malaysia. An analysis of the advertisements was made to fully understand the historical development of public relations in Malaya or then Malaysia. The very first advertisement that was identified was on 31 January 1948, which was placed by the Department of Public Relations of the federal government. The British colonial government had placed another four advertisements in 1949 and 1950. A British mining Co. was the first corporation to hire an information & public relations officer in 1956. The results showed some differences and similarities through the analyses of advertisements in the job specification, which included qualification, duties, and salaries. The results revealed that those who had higher education and experience obtained a higher salary. The results also showed that some advertisers companies/ organizations had substituted academic qualifications for working experience) when advertising for their public relations personnel.

Mohammed Fadel Arandas

In the context of emerging sustainability challenges, demarketing has continued to draw the attention of academicians and practitioners globally over the past few years. It is interesting to note that demarketing is as old as marketing itself, yet its application and scope have grown from the past two decades only. Kotler and Levy, (1971) has defined demarketing as “that aspect of marketing which deals with discouraging customers in general or a certain class of customers in particular on a temporary or permanent basis”. This systematic literature review attempts to enrich the discussion on demarketing research through a systematic and comprehensive review of 64 articles published between 2000 and 2022. Using TCCM framework, we present relevant theories, research contexts, study characteristics, and methodologies used in demarketing research. Our review (1) Presents a systematic and comprehensive overview of the research in demarketing over the last two decades (2) Examines studies in demarketing within the framework of ‘triple bottom line’ approach for sustainability (3) Suggests a suitable definition of demarketing considering its exorbitant application within the sustainability context (4) Identify gaps and sets agenda for future research. Our systematic literature review found that research in demarketing has been growing considerably over the past two decades, twice as much in the last decade compared to the previous decade with spill-over to new sectors. The literature review, through the lens of ‘triple bottom line’ approach, is able to establish that demarketing can be employed to effectively address the sustainability challenges encountered by policymakers and practitioners.

Jeevan lawrence

CoronaVirus’ is a hard hit on both Millennial consumers and marketers. It forced consumers and marketers to do the usual activities of buying and selling differently. Panic buying and herd mentality was widely noticed among millennials. Their unusual buying behavior which reflects behavior during a crisis is highly influenced by environmental stimuli. From this study, it is found that there has been a significant buying behavioral shift of global millennials in emerging markets (BRIC – Brazil, Russia, India, China; CIVETS – Columbia, Indonesia, Vietnam, Egypt, Turkey, South Africa). It is evident that the initial marketing attempts of marketers failed during COVID-19 due to the lack of understanding of the significance of environmental and marketing stimuli in consumers’ purchase decisions. This study brings out the various positive substantial changes brought about through internetization in marketing goods and services to millennial customers during the pandemic. The pandemic enabled a rapid digital revolution in buying and selling using digital/online platforms. The study suggests the application of the Black Box Model by marketers in marketing and selling decisions. The Internet has been the most important tool used by customers and sellers to access what they need. This study is useful to marketers and upcoming entrepreneurs to understand that it is the consumer’s buying behavior that triggers and pushes marketers to sell differently.

Sridevi

Industry 5.0 is still a developing concept, but it is expected to leverage a range of advanced technologies to facilitate human-machine collaboration and enable more customized and sustainable manufacturing.This research paper tried to discuss the opportunities and challenges in the implementation of Industry 5.0. It primarily explored the need to transform from Industry 4.0 to Industry 5.0. The research paper further studied the technologies needed for the implementation on Industry 5.0 and also the principles of Industry 5.0.

Dr. Kishor Bholane

In an era of rapid technological advancement, the digital divide between rural and urban communities has become increasingly apparent. This study aims to investigate consumer awareness towards cyber security in both rural and urban settings, recognizing its critical importance in safeguarding personal and sensitive information. The study underscores the urgent need for targeted interventions to bridge the digital divide in cyber security awareness. Policymakers, educators, and community leaders must collaborate to implement initiatives tailored to the unique needs of rural populations, including improving access to technology, enhancing digital literacy programs, and fostering a culture of cyber security consciousness. By addressing these disparities, we can strive towards a more inclusive and resilient digital society where all individuals, regardless of their geographic location, are empowered to navigate the digital landscape securely. This research paper delves into the awareness and attitudes of consumers regarding cyber security in both rural and urban settings. With the increasing prevalence of online activities, particularly e-commerce, understanding the level of awareness and concerns about cyber security is crucial. The study analyzes data collected from 100 respondents, examining demographics, online shopping behavior, encounters with security issues, familiarity with safety measures, and sources of information about cyber security. The findings provide insights into the digital divide between rural and urban communities and offer recommendations for enhancing cyber security awareness and education.

Dr. Kishor Bholane

An online travel agent is one of the platforms that has evolved throughout this digital era, including Tiket.com. Unfortunately, when the Covid-19 pandemic hit, online travel agents were affected the most. Now it is time for Tiket.com to evaluate its marketing strategies to increase the customers' purchase decisions. This research aims to analyze which strategies among Perceived Trust, E-Service Quality, Online Rating, and Online Review have the biggest influence on customer’s Purchase Decision on Tiket.com. This study is conducted from September to December 2022, using a quantitative method with purposive sampling by distributing an online questionnaire to 50 customers of Tiket.com. The data is analyzed for multiple regression analysis to find the influence of each independent variable on the dependent variable. Results show that E-Service Quality, Online Rating, and Online Review have a positive and significant influence on Purchase Decision while Perceived Trust has a positive but insignificant influence on Purchase Decision. Further, Online Rating is found to have the biggest influence on Purchase Decision. Thus, it is important for Tiket.com to pay attention to its Online Rating and Review, E-service Quality, and Perceived Trust.

Lila Maria Kaban

Penggunaan aplikasi smartphoneuntuk memasarkan produk industri rumah tangga telah mendapatkan perhatian yang signifikan dalam beberapa tahun terakhir. Aplikasi seluler adalah alat yang efektif untuk pengembangan kewirausahaan, khususnya bagi wirausahawan muda, dengan potensi signifikan untuk meningkatkan jangkauan pasar dan keterlibatan pelanggan. Pengabdian masyarakat ini berlangsung di Rumah Rahpia, sebuah panti asuhan bergaya keluarga yang berperan penting dalam pengasuhandan pengembanganremaja di Medan, Indonesia. Kegiatan penyuluhan dan pendampingan dalam pemasaran produk dilakukan selama 4 bulan mulai dari Maretsampai Juni2022. Pemberdayaan generasi muda di panti asuhan dengan keterampilan kewirausahaan diyakini dapat berkontribusi terhadap pengembangan pribadi dan kesuksesan masa depan mereka. Selain itu, menumbuhkan kewirausahaan pada usia muda dapat membantu mereka membangun jalur karier yang realistis dan beradaptasi dengan tren global. Oleh karena itu, mendidik generasi muda di panti asuhan tidak hanya membekalimereka dengan keterampilan dan pengetahuan penting namun juga berkontribusi terhadap kesejahteraan dan prospek mereka secara keseluruhan. Melalui hasil wawancara dengan peserta menunjukkan bahwa penjualan produk meningkat dengan kualitas produk lebih baiksetelah dilakukannya kegiatan pengabdian kepada masyarakat ini.

Lila Maria Kaban