The spread of digital technology is transforming society and the economy. These changes affect the labor market. Modern employers need flexible marketing staff who can think creatively and make decisions in conditions of high environmental turbulence. For this, it is necessary to change the approach in training future specialists, namely, to use those tools and methods in teaching marketing disciplines that will allow their creative professional competencies to be developed as efficiently as possible. The object of the study was the online marketing training technology in terms of the formation of creative competencies. The aim of the study was to identify the problems of the formation of marketing competencies in the digital economy. The research methodology was based on the presentation of the structural components of marketing activity, characterized by varying degrees of demand for creative competencies. The existing approaches and strategies to stimulate creativity in the context of online marketing training were identified, the current state of the online marketing toolkit was analyzed. A correlation matrix has been developed for the tools for obtaining and implementing creative ideas and emerging marketing competencies for an online marketing course. A matrix has also been developed for correlating job types and emerging marketing competencies for an online marketing course. The selection of suitable tools and types of tasks will help to create professional competencies of a marketer at a high level of their creative component.
The spread of digital technology is transforming business processes. The transition to online trading is at the same time a consequence and cause of changes in the society of consumers of various goods and services. The lack of understanding of consumer behavior when planning and making their online purchases becomes apparent. The questions of consumer behavior in various specific areas of business remain unexplored, for example, the handmade industry, which is, inter alia, a way of self-awareness of one’s identity. The object of the study was the online shoppers of handmade goods. The subject of the study was the factors in the process of making their purchasing decisions. The aim of the study was to establish the level of involvement and the nature of the incentive as factors in the decision-making process on the purchase of handmade goods on the Internet. The research methodology is based on the notion that a number of resource and situational factors influence the level of involvement in the decision-making process on the online purchase of handmade goods and the nature of the prevailing incentive in customer motivation. The points of view on the concept of the level of involvement, the nature of the prevailing stimulus are investigated, and existing approaches to their determination are identified. The points of view on the features of consumer behavior when making online purchases of handmade goods are investigated. A tool has been developed to measure the level of involvement and the nature of the prevailing incentive when making online purchases of handmade goods. A study of buyers showed the predominance of medium and high levels of involvement and emotional stimulus as factors in the decision-making process on buying handmade goods on the Internet. The findings are important for developing marketing strategies.
Background: The purpose of this work is to study the prospects of using charity lotteries as a marketing tool for involving consumers and employees in charitable activities. Methods: The research methodology is based on the principles of the theory of planned behavior by Ajzen. Results: The study confirmed that behavioral intention is correlated with actual behavior. Subjective norms factors have the most significant influence on behavioral intention. Conclusions: Correlation analysis allowed us to establish a weak effect of socio-demographic characteristics (Age, Gender, Capital Status, Ownership of Home, Educational Qualification, Employment, Annual Income) on behavior. The experience of participating in the lottery in the past also turned out to be insignificant. There is reason to believe that Russian consumers' decision to participate in the charity lottery is impulsive or due to pressure from their surroundings.
Studying the behavior of consumers of various goods and services in the offline and online environment is a necessary element of an effective business in any field. Consumer behavior studies provide insight into how the process of making a decision to purchase a product takes place, and also allows you to identify the tools of influence on consumers on the part of manufacturers and sellers. The author presents a review of the literature on the influence of online reviews on customer behavior, and the author also conducted a study to clarify the presence and level of influence of online customer reviews on the purchase decision process for handmade products. Based on the analysis of the literature, the article identifies the factors of online customer reviews that influence the purchase decision process for handmade products: the quality of online customer reviews, the characteristics of online customer reviews and the number of online customer reviews. The quality of online customer reviews is determined by relevance, reliability, understandability, sufficiency, number of words in the online review, usefulness of the online reviews, and enjoyment of the online reviews. The characteristics of online customer reviews are determined by the text, images and rating in the online customer review. The results of the study showed that online reviews, among other sources of information, are considered quite reliable by buyers, online reviews have an impact on the purchase decision process for handmade products. Among the online review quality metrics, the perceived reliability of an online review, the number of words in an online review, and the perceived usefulness of an online review have the biggest impact on the purchase decision process for handmade products. Among the specific characteristics of an online review, the images in the online review are the most influential. The number of online reviews is also one of the important factors influencing the purchase decision process for handmade products. The results obtained are important for developing directions for improving the marketing tools of the master of handmade products.
Purpose:The prospects for the Russian electric vehicle market substantially depend on the awareness of representatives of the younger generation, those who will choose their own cars in the near future, about the advantages of these vehicles. The main aim of this research is to explore the possible links between the factors that determine the process of choosing an electric vehicle and the intention to purchase it. Design/methodology/approach: The source of the data was the results of a survey of young people aged 17-30 who are potential consumers of electric vehicles. For determining design features of respondents who intend to purchase an electric vehicle, the multiple correspondence analysis was applied. The results of the multiple correspondence analysis corelate with those from the paired association analysis and the ordinal regression estimation, which makes research conclusions more confident. Findings: Males aged 21-24 who own cars and decide either independently or taking their mothers advise to purchase a car for the family are most likely to purchase an electric vehicle. Females aged 17-20 who own cars and whose decision was influenced by their fathers are the least likely to purchase an electric vehicle. In Russia, the general public is not aware of those technological advances that have allowed car manufacturers to significantly improve the consumer properties of electric vehicles. All other things being equal (car class and price), choosing an electric car is still unlikely. Consumer prejudice is prevalent about unfavourable weather conditions, which allegedly impede the operation of electric vehicles. Research limitations: It should be noted that the study was of a pilot nature. To obtain more reliable and accurate conclusions and build a high-quality model suitable for practical use (for example, in targeted marketing), it is necessary to increase the number of observations by at least 2.5-3 times. Practical implications: Expanding the presence of electric vehicles in car-sharing companies would significantly improve the experience of using electric vehicles for young users seeking high mobility who have not yet purchased their own car. It would help to promote electric vehicles on social media where users can share their experiences. Social implications: The socio-demographic characteristics of consumers are weak in explaining their purchasing intentions. Those who are concerned about sustainability issues are interested in buying. In Russia the streets in the historical centre of the cities are too narrow, this poses a threat not only to air pollution, but also to the health of residents.
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