Participation of digital promotion in the promotional mix of small enterprises

Polјić, Momčilo; Tešić, Dejan; Košutić, Neda

doi:10.5937/straman1804032p

Cited by 3 publications

(2 citation statements)

References 8 publications

(4 reference statements)

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“…Research showed that in selling electronic home appliances, promotion through personal selling activities was the most effective (Qian et al, 2019). In small and medium-sized companies, research showed that company owners were satisfied with the designed promotional programs, both conventionally and digitally, to be able to reach more consumers and market share (Poljić et al, 2018).…”

Section: Promotionmentioning

confidence: 99%

The influence of promotion, product quality and brand image towards customer purchase decisions of Wardah cosmetic products

Lamasi¹,

Santoso

2022

IJRBS

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Along with the increasing demand for qualified skincare products these days, there are many companies in Indonesia that produce facial beauty products that emphasize a good image in the minds of the consumers and intensive promotion. This study was conducted to determine whether the promotion, product quality, and brand image affect the purchase decisions. The research was conducted using a survey method using a questionnaire to a sample of 200 respondents who used Wardah Cosmetics beauty products. The sample was obtained by doing a purposive random sampling technique. The data analysis technique used in this research was using Structural Equation Modeling (SEM) using the AMOS program. The results of this study indicated that the promotion and the product quality had a significant effect on the brand image and brand image has a significant effect on purchasing decisions.

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Section: Promotionmentioning

confidence: 99%

The influence of promotion, product quality and brand image towards customer purchase decisions of Wardah cosmetic products

Lamasi¹,

Santoso

2022

IJRBS

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“…E-commerce will be the key to the competitiveness of traders, ensuring access to new market segments. (Dinu, 2007;Poljic et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

Methods of analyzing and evaluating the marketing environment specific to online trading

Bălășescu

Bălăşescu

2020

Proceedings of the International Conference on Business Excellence

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Since its inception, e-commerce had a strong impact on the way of thinking and doing business. Also, e-commerce had a strong influence on the world economy by destroying time and space barriers, offering both traders and consumers the opportunity to interact and engage in commercial transactions (no matter where they are located). Marketing environment has a significant influence on both the online stores and the shops of traditional commerce. Thus, companies must always be aware of all changes in the marketing environment. Internal and external factors can be studied and controlled so that weaknesses become strong points and threats turn into long-term opportunities. We will try to prove that elements of marketing macro environment, for example technological ones, influence in a very particular way the activity of electronic commerce companies. We also think that interacting with marketing micro environment factors, such as supply-chain sales (supply chain management), is totally different from what happens in offline trade. In this sense, two marketing researches, a qualitative focus group and another quantitative on a sample basis are made. These researches have as main objective the study of the perception of companies about the impact of environmental factors on their activity. The analysis and the results included in this paper will be useful to the companies that carry out their activity in the online environment, but also to the researchers who approach this field.

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Di̇ji̇tal Çağda Öne Çikan Etki̇leşi̇mli̇ E-Geri̇lla Pazarlama Uygulamalari

ÇİL>

Nardali

2022

Akademik Yaklaşımlar Dergisi

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Dijitalleşmenin hız kazanması ve sanal evren uygulamalarının gelişmesi insanların gerçek dünyadan daha çok sanal evrenle vakit geçirmesine neden olmuştur. Markalar bu sanal dünyada da var olabilmek için dijital tutundurma araçları yardımıyla rakiplerinden farklılaşmaya çalışmaktadır. Tutundurma araçlarının aykırı elemanı olarak bilinen gerilla pazarlama da diğer tutundurma karması elemanları gibi sanal dünyaya adımını atmıştır. Bu araştırmada dijital gerilla pazarlama faaliyetleri, e-gerilla pazarlama olarak adlandırılmış olup sahip oldukları özellikler örnekler yardımıyla belirlenmeye çalışılmıştır. Çalışma kapsamında önceki gerilla pazarlama özellikleri referans alınarak içerik analizi yapılmış ve internet üzerinden beş e-gerilla pazarlama faaliyeti incelenmiştir. Araştırma sonucunda e-gerilla pazarlama faaliyetleri incelenerek e-gerilla pazarlamanın özellikleri saptanmış ve açıklanmıştır. Bu özelliklerin diğer dijital pazarlama faaliyetlerine nazaran daha etkileşimli, yaratıcı ve alışılmışın dışında yöntemlerle gerçekleştirildiği bulunmuştur. Elde edilen bu bulgular doğrultusunda e-gerilla pazarlama faaliyetlerini kullanmayı düşünen işletmelere yönelik çeşitli öneriler geliştirilmiştir.

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Participation of digital promotion in the promotional mix of small enterprises

Cited by 3 publications

References 8 publications

The influence of promotion, product quality and brand image towards customer purchase decisions of Wardah cosmetic products

The influence of promotion, product quality and brand image towards customer purchase decisions of Wardah cosmetic products

Methods of analyzing and evaluating the marketing environment specific to online trading

Di̇ji̇tal Çağda Öne Çikan Etki̇leşi̇mli̇ E-Geri̇lla Pazarlama Uygulamalari

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