Role of Communitization Marketing 3.0 on Purchasing in Higher Education of Postgraduate Institutions in Jakarta

Susilo, Wilhelmus Hary; Yulius, Yudi; Suryati, Lili

doi:10.5901/mjss.2015.v6n2p125

Cited by 2 publications

(1 citation statement)

References 11 publications

(8 reference statements)

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“…With increasing technologies, communication between consumers and brands has radically improved, giving consumers the opportunities to be part of the content creation and act as brand activists. Although the concept of Marketing 3.0 does not totally compensate for the traditional marketing and advertising approaches, it is likely to contribute to establishing brand activism and activism advertising in a positive way which impacts consumer preferences, purchase decisions, brand image, and profit margins (Susilo et al, 2015).…”

Section: Resultsmentioning

confidence: 99%

Brand Activism, the Relation and Impact on Consumer Perception: A Case Study on Nike Advertising

Eyada¹

2020

IJMS

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Recently various brands have been promoting their products through social issues that consumers are engaging with, by moving from social corporate responsibility to leadership and harnessing the brands' power to inspire social and environmental problems and change. Whether brands are creating social leadership campaigns to raise profit margins, or because they simply care about the issues they discuss, several brands have been playing this role through their campaigns, as seen for example with brands like Nike, Under Armor, Gillette, and Uber. This paper follows the qualitative methodology by proposing an analytical study of the advertising messages and concepts through a case study of Nike advertising promoting their products through social leadership campaigns, and an analysis which aims to measure the impact of these campaigns on brand image, profit margins, and the means the social causes are being perceived by the consumers.

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Section: Resultsmentioning

confidence: 99%

Brand Activism, the Relation and Impact on Consumer Perception: A Case Study on Nike Advertising

Eyada¹

2020

IJMS

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The Marketing Mix in a Marketing 3.0 Context

Warrink

2018

IJIED

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Modern society is becoming increasingly aware of the necessity to behave sustainably which resulted in higher expectations towards sustainable practices of businesses. Thus, Marketing 3.0, a concept developed by Kotler, Kartajaya, and Setiawan (2010) which takes a more sustainable approach towards marketing, received an increasing amount of attention in the academic and practical world. This paper, therefore, identified the various influences this new marketing era has on the widely known and accepted 7P Marketing Mix to provide a valuable literature basis for the effect of Marketing 3.0 on marketing practices in the form of an in-depth literature review. Furthermore, an evaluation of ethical issues regarding the new marketing era is presented with the aim of receiving a comprehensive and critical overview of this new emerging topic. The use of Marketing 3.0 practices is expected to generate benefits for customers and companies simultaneously by creating a more sustainable and making the world a better place. The efficient use Marketing 3.0 also aims to result in higher consumer trust through the use of collaboration practices. Moreover, findings suggest that Marketing 3.0 highly impacts six out of the seven Marketing Mix Ps, namely product, price, promotion, process, people, and physical evidence, as well as mildly influences place. Therefore, the concept of Marketing 3.0 is a crucial extension of current marketing practices by providing economic profits, while at the same time taking into consideration environmental, ethical, and social factors.

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Role of Communitization Marketing 3.0 on Purchasing in Higher Education of Postgraduate Institutions in Jakarta

Abstract: A concept conducted from the influence of marketing 3.0 on purchase decisions in

Cited by 2 publications

References 11 publications

Brand Activism, the Relation and Impact on Consumer Perception: A Case Study on Nike Advertising

Brand Activism, the Relation and Impact on Consumer Perception: A Case Study on Nike Advertising

The Marketing Mix in a Marketing 3.0 Context

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