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on Marketing |
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Issue of 2025–03–24
three papers chosen by Marco Novarese, Università degli Studi del Piemonte Orientale |
| By: | Tehrani, Radin; Ramezanian, Hasan |
| Abstract: | Customer purchasing decisions are significantly influenced by their evaluation of a product's advantages, disadvantages, and emotional appeal. Studies in psychology and marketing indicate that emotions play a crucial role at various stages of the purchasing journey. This research aims to explore the emotional factors affecting consumer behavior when purchasing luxury cosmetics. A qualitative approach was employed, involving in-depth semi-structured interviews with 23 individuals who regularly use premium cosmetics and health products and participate in Telegram communities. The findings uncovered a range of emotional responses and highlighted key triggers within the target demographic. In the next phase, a panel of 15 experts—including professionals from marketing, psychology, digital luxury cosmetics businesses, and managers of online hygiene and beauty groups—collaboratively identified variables influencing consumer emotions. This process followed a three-step consensus methodology, leading to the recognition and prioritization of 36 emotional influence factors. These factors were subsequently categorized into three groups: personal attributes, product and group-related variables, and environmental factors. |
| Date: | 2024–12–16 |
| URL: | https://d.repec.org/n?u=RePEc:osf:osfxxx:ut75a_v1 |
| By: | Rossi, Raffaello; Nairn, Agnes |
| Abstract: | Social media marketing is evolving rapidly, with content marketing emerging as a prominent technique. It blurs the lines between content and advertising and aims to foster enduring positive relationships between brand and consumer. For gambling products, approximately 40-50% of social media ads are content marketing. International advertising codes stipulate that advertising must be obviously identifiably as such. To date, however, no one has investigated whether content marketing is identifiable – particularly to children and young adults who are vulnerable to gambling harms. Our online experiment with over 650 participants aged 11-78 investigate whether consumers of all or any age are, indeed, able to recognise content marketing as advertising. The results are striking. Firstly, children and young persons show significantly lower recognition rates for social media ads, compared to adults. Secondly, irrespective of age, content marketing is universally challenging to identify compared to conventional ads. This holds true for both gambling and insurance ads. Levels for gambling content marketing hover around chance levels for children and young persons, while only slightly above for adults. These findings underscore the deficiencies in current advertising regulations. The authors recommend a ban on gambling content marketing. They also recommend the expansions of advertising literacy education in schools and the integration of (gambling) advertising literacy skills into third sector gambling education programmes. These measures would enhance consumer protection in the ever-evolving landscape of social media marketing. |
| Date: | 2024–03–15 |
| URL: | https://d.repec.org/n?u=RePEc:osf:osfxxx:8ybgv_v1 |
| By: | Iswanto, Dedy; Handriana, Tanti; Nazwin, Asfarony Hendra; Sangadji, Suwandi S. (Universitas Nuku) |
| Abstract: | Almost all business sectors in various developed and developing countries have realized the importance of transforming conventional marketing to digital marketing, the goal is to increase sales. Many marketing strategies can be applied to increase sales, including utilizing influencers in digital marketing. This study aims to identify digital marketing strategies that have been widely used by researchers in various countries and look for new models or new strategies that are relevant to be applied in developing countries after COVID-19 through a systematic literature review. The author searched for scientific articles on the Scopus database that were in English and fully accessible. This research reviewed 19 articles using a systematic literature review. The results showed that the majority of related research was published in 2018-2022, ten related articles were published in 2022 with three articles published in Spain. All authors proposed various variables, but generally conventional in digital marketing, while not many authors concentrated on the utilization of influencers in carrying out digital marketing. Therefore, this research offers a digital marketing strategy combined with the role of influencers in tourist destinations that have a competitive advantage. |
| Date: | 2024–02–28 |
| URL: | https://d.repec.org/n?u=RePEc:osf:osfxxx:m97kd_v1 |