Introduction: A brand’s popularity on social media affects its customers’ purchasing intention and purchasing decision. Background Problem: A review of the literature shows that a brand’s popularity on social media has a secure connection with its content and the time information about it is posted; allegedly the brand’s interactions are also influential. Indicators of its popularity include the number of likes, shares, comments, and views for it. Novelty: Previous brand popularity studies were limited to the features of likes, comments, and shares as a function of the content and time, and OLS was commonly used. However, this study adds the views feature and the function of the administrator’s comments to complete the gap. GLS is used as the method of analysis. Research Method: Data are collected through the observation of six top international food and beverage products’ categories on the Facebook fan page. The data were analyzed using the Seemingly Unrelated Regression (SUR), and the Mann-Whitney and Kruskal-Wallis methods. Findings: The study’s findings shows that video and the day to post have a significant influence and increase the number of likes, shares, comments, and views. A caption only shows significance to increase the number of likes and shares. The hour has a significant effect on comments and shares. The time of posting indicates that posting on weekdays and during busy periods is more effective for increasing the popularity of brands. The administrator’s comments significantly influence the increase in the number of comments and views, while two-way communication is more significant for increasing a brand’s popularity. Conclusion: These findings provide a deeper insight to help managers to improve their brand’s popularity on social media by exploring how brands manage their fan pages.
Social media is an effective media to increase brand popularity. Previous studies found that the brand has significant effects on the consumers purchasing decision. Indicator of brand popularity on social media includes the number of followers, likes, shares, comments, and views of the video. The objective of this study is to analyze the effects of post time, post content, and brand interaction on brand post popularity of Facebook fan page. Data collected through observation of six (6) international top brands on the Facebook fan page. Data were analyzed using logit regression method. The results show that post time, post content, and brand interaction have significant effects on brand popularity. The managerial implication, it is crucial to highlight that Facebook is a useful platform on brand popularity building. Our discussion section shows some suggested in managing the brand based on our results.
This study is action research with a qualitative research approach using a soft system methodology (SSM) as an analytical technique to the problems. By carrying out 7 stages of SSM obtained indicators for development of food agroindustry based on Micro Small and Medium Enterprises (MSMEs) development includes business productivity, market demand, business protection, market guarantees, business policies, business operational systems, business administration, ability to innovate, ability to identify opportunities, financial performance, asset formation, which can be done with openness and participatory actors as well as being able to look for opportunities to anticipate change. In this case, it is necessary that role of academics needs to be encouraged to function as an educational institution by prioritizing to entrepreneurial development mission through education, training, and research by establishing partnerships with various parties widely. Industry and private sector need to be involved in providing business capital and assistance, providing goods and services for food agroindustry actors and cooperation that supports the involvement of academics through empowerment. For this reason, it is necessary to regulate overall food agroindustry development system with MSMEs development policies that in line with appropriate needs and desires according to the interests of all parties.
This research aims to know the dynamics of commodities based on the superior of food crops area in Sumedang regency of West Java within 10 years. Through the dynamics of commodity will be known food crops most suitable for development in Sumedang District. This research used quantitative descriptive method through LQ and DLQ analysis on land area of food crops at province and district level. Based on the dynamics of commodities based on land area of food crops, it is known that soybean is the only superior commodity of Sumedang Regency, with the acquisition value LQ > 1 = 1.2 and DLQ > 1 = 2.4. Wet land paddy and sweet potato are the mainstay commodities, because of the tendency of repositioning of superior commodities into non-superior commodities. Dry land paddy and peanut are prospective commodities, due to the tendency of repositioning of non-superior commodities to be superior commodities. While small green pea, cassava, and corn are lagging commodities which fix and remain a non superior commodity of Sumedang regency of West Java. The government can minimize the transfer of commodities by intensifying the provision of farming production facilities to support extension efforts to encourage each shifting the dynamics of commodities towards a more positive.
The goal of this research is to measure the competitive advantage in tea marketing with a case study on PT. Perkebunan Nusantara VIII West Java, and describing the deciding factors in the improvement of competitive advantage in tea marketing competition. The method used in this research is case study with quantitative approach using marketing plus strategy audit by comparing the values of Company Alignment Index (CAI) and Competitive Setting Index (CSI). The calculation of both indexes is obtained from questionnaires about the confidence level of the respondents who manage the marketing policies of PT. Perkebunan Nusantara VIII. By comparing CSI value which is consisted of Customer (C1), Competitor (C3), Change-Driven (C4) against CAI which is consisted of Company (C2) which would be the measure of the competitive advantage of the company’s marketing strategy. From the analysis results, it can be seen that a negative gap of -1.09 where the value of CAI < CSI would mean that the company does not possess the competitive advantage in tea marketing strategy, and is relatively left behind in terms of tea industry competition. It can be learned that the cause of such low score in tea marketing strategy is caused by the low score of segmentation = 1 in the strategy, value with a score of 1.72 in the process, tactics which is consisted of differentiation = 2.63 and marketing mix = 2.63. To achieve competitive advantage in an ideal markting strategy, the factors that contribute to the marketing strategy competitive advantage value should be considered in the implementation of tea marketing strategy.
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