The generation gap has been present since the beginning of humanity and has symbolized one of the challenges of decision-making in families. It affects family members’ consumption behavior, namely buying decisions, and creates an interrelated impact on consumption behavior among family members. The aim of this study is to examine factors related to the parents’ perceptions of how the new online purchase behavior of their Generation Z children affected their consumption behavior. To meet the research objective, the paper has shed light on Generation Z’s new online purchase behavior. A survey was sent to 384 Indonesian parents of Generation Z children to collect their perceptions of consumption behavior. The data were then computed and processed using factor analysis, reliability analysis, regression analysis, as well as correlation and a t-test. The research results indicate that the new online purchase behavior of Generation Z children significantly affected their parents’ consumption behavior through different factors, such as online purchase illiteracy and self-control of consumption behavior. The findings also asserted that family consumption behavior is easily influenced by factors associated with parents’ perceptions. Moreover, this study also discussed the implications of the findings and identified the areas for future research.
Effective use of Digital Marketing on micro small and Medium Enterprises (MSMEs). This paper aims to analyze the influence of Information Technology, Employee Skill, digital strategy to Digital Marketing in MSMEs. Data were drawn from using a questionnaire of culinary tourism businesses and stakeholders. A literature review supported empirical data. The paper finds that MSME has significantly different attitudes to Digital Marketing and cannot be regarded as a homogenous group for Digital Marketing initiatives. Rather, specific targeting would enhance participation and lead to more effective use. Using categories derived from the literature, a classification of five MSMEs groupings based on firms' motivations is proposed. It is recommended that utilize initiatives are targeted at two groups that have the need or desire to become enabled. The data begins from one area and thusly the assessment setting limits, the generalizability of the results. By giving suggestions to focused activities the paper adds to the advancement of compelling help for MSME Digital Marketing use. Creativity to utilize is discussed within the context of existing literature to confirm and challenge current thought and present the case for more research into MSMEs Creativity. Departing from the research model the influence of internet technology, Employee Skill, Digital strategy on Digital marketing on tourism culinary MSMEs. The value lies in the paper's use of empirical data derived from three separate methods of data collection and informed by the literature. This provides rich data to enable wider implications of the subject area to be discussed and contributes new perspectives to the MSME Digital Marketing utilize to discuss.
There is no doubt that almost all companies recognized the necessity and the significant role of marketing strategies in the development and the progress of any business. However, the challenge still is how to elaborate and create effective marketing strategies? The purpose of this study is to investigate and illustrate how we could create efficient marketing strategies by using the Collective Intelligence approach? Interviews were conducted with marketing department teams; added to participants from other department members and also customers and stakeholders. through three different steps (before, during, and after the use of this approach); in order to provide and discover the feedbacks and results of all participants through the implementation of the Collective Intelligence approach. Following the result; There is a consensus from the participants of this research study confirmed that the use of this new concept of collective intelligence will not only transform the design of the future trajectory of elaboration of marketing strategies but also the future of work.
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