nep-mkt New Economics Papers
on Marketing
Issue of 2021‒03‒01
three papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. The analysis of digital marketing tactics of selected insurance companies in Croatia By Petra Leonora Cvitanović
  2. Measuring Marketing Communications Mix Effort Using Magnitude Of Influence And Influence Rank Metric By Andry Alamsyah; Endang Sofyan; Tsana Hasti Nabila
  3. Dynamic pricing and green investments under conscious, emotional, and rational consumers By Talat Genc; Pietro De Giovanni

  1. By: Petra Leonora Cvitanović (Microsoft Croatia)
    Abstract: Insurance companies don’t always implement the same marketing tactics as their competitors, which is especially visible in the digital environment, where all of the aspects of digital marketing strategy can be compared more easily. Designing a digital marketing strategy is not an easy task because marketing specialists need to choose between many available digital platforms and select a combination of marketing tactics that will be most effective in a certain period of time. What the situation is like at Croatian insurance market is shown at the example of selected insurance companies. The independently conducted secondary research and analysis include the analysis of Google search results of insurance terms and names of insurance companies, an individual and a comparative analysis of insurance companies’ websites, as well as consolidation of marketing tactics applied at social media sites and YouTube channels in a one-year period. Constructive review of encountered digital marketing tactics is given, and best-practice cases highlighted. The goal of this paper is to determine in which way could the insurance companies improve their digital presence, alongside their clients’ satisfaction, their user experience, and subsequently improve own online sales results. In the research, internet sources were used, together with databases and literature on digital marketing and competitive positioning. The research shows different levels of digital presence of the analyzed insurance companies. While some of them are quite successful in the digital environment, the others are still not using all the benefits of some digital platforms. Through developing awareness of different digital marketing tactics applied in practice, and through learning from competitors through benchmarking, every insurance company can improve own business results.
    Keywords: digital marketing tactics, social media marketing, digital presence, insurance companies, e-Commerce, competitive analysis
    JEL: M31
    Date: 2021–02–19
  2. By: Andry Alamsyah; Endang Sofyan; Tsana Hasti Nabila
    Abstract: In the context of modern marketing, Twitter is considered a communication platform to spread information. Many companies create and acquire several Twitter accounts to support and perform varieties of marketing mix activities. Initially, each accounts used to capture a specific market profile. Together, the accounts create a network of information that provide consumer to the information they need depends on their contextual utilization. From many accounts available, we have the fundamental question on how to measure the influence of each account in the market based not only on their relations but also on the effects of their postings. The magnitude of Influence (MOI) metric is adapted together with Influence Rank (IR) measurement of accounts in their social network neighborhood. We use social network analysis approach to analyze 65 accounts in the social network of an Indonesian mobile phone network operator, Telkomsel which involved in marketing communications mix activities through series of related tweets. Using social network provide the idea of the activity in building and maintaining relationships with the target audience. This paper shows the results of the most potential accounts based on the network structure and engagement. Based on this research, the more number of followers one account has, the more responsibility it has to generate the interaction from their followers in order to achieve the expected effectiveness. The focus of this paper is to determine the most potential accounts in the application of marketing communications mix in Twitter.
    Date: 2021–02
  3. By: Talat Genc (Department of Economics and Finance, University of Guelph, Guelph ON Canada); Pietro De Giovanni (LUISS University)
    Abstract: We consider behavioral issues in a new dynamic model in which a manufacturer (M) makes pricing and green investment decisions while facing heterogeneous customers including emotional, conscious, and rational consumers. Emotional consumers base their purchasing decisions on M's green investments. Their emotions are stochastic, dynamic, and accumulate over time. The investment is made over time and is subject to time-to-build so that there is a time-lag between investment and production. Differently, conscious consumers respond to both green investments and prices and have no memory on M's past green initiatives. The rational consumers are not sensitive to environmental issues and base their decisions only on product price. Our findings suggest that M should have a careful look to the emotional consumers, who have the largest impact on investments, prices, and profits. Therefore, firms should first think to satisfy the emotional consumers and then all other segments. When firms have environmental targets or restrictions, all segments must be satisfied independent of their impact on the profits. This finding contributes to the literature by highlighting that the trade-off between economic and environmental performance exists also in presence of consumer segments.
    Keywords: Green product investment; Consumer heterogeneity; Uncertainty; Skimming strategy; Penetration strategy.
    JEL: D01 D91 D4 L11
    Date: 2021

This nep-mkt issue is ©2021 by Marco Novarese. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
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NEP’s infrastructure is sponsored by the School of Economics and Finance of Massey University in New Zealand.