Assessing Customer-Based Brand Equity of E-Commerce Platform Based on Promotion Benefits

The prosperity of e-commerce in China leads to large amount of businesses venturing into this marketplace. Sales promotion has been widely used to improve their advantage, while platform-based sales promotion has been confirmed more successful. This research examines the impacts of the benefits of sales promotions based on electronic commerce platforms on customer-based brand equity (platform brand awareness and platform brand association) and how their relationships are moderated by the promotion type (pre- and post-purchase promotion). Based on the two functions of sales promotions (stimulation vs. maintaining), we propose a five-benefit framework including exploration, convenience, savings, social bonds and structural bonds. We suggested that both the two types of sales promotion could provide the five benefits of sales promotions and the positive effects of the benefits on consumer-based brand equity might be significant, while the differences between pre- and post-purchase sales promotions could be also significant

Unpacking the Mediating Role of Brand Community Character on the Relationship Between Social Media Marketing Activities and Intention to Purchase Online

Whether it\u27s the latest news or details on a specific product, social media is being used as the go-to source for information in today\u27s digital age. Companies utilize social media marketing to spread the word about their products and spark online discussions. Brands with active online communities are more likely to see a rise in consumer interest and spending when consumers get familiar with such brands. Nowadays, people are more inclined towards doing business online than before. This study focuses on the impact of Pakistan\u27s automobile sector marketing efforts on social media and intention to purchase online. The use of customer-based brand equity and perceived brand community character as mediators. Furthermore, due to increase in online sales E-commerce quality is utilized as a moderator to comprehend the impact on the association between the company\u27s marketing efforts on the digital platforms and intention to purchase online. The Google form questionnaire yielded 398 replies by using a convenience sampling strategy. SPSS and Hayes Process Macro are utilized for data analysis. All hypothesis was accepted. The findings will aid automobile brand managers in understanding what to showcase in their online communities to achieve a positive brand outcome

Aspects and Influence of Social Media Marketing in Today’s World: A Review of Scholarly Articles

Social media has carried out a lot of value additions for different stakeholders in today’s world. However, comprehensive literature reviews on different aspects of social media marketing are quite a few. Also, researchers working in this burgeoning area are eager to know the opinion of past researchers. For this article, a systematic literature review of scholarly articles, related to social media marketing, had been done to collect, examine and analyze previous studies related to social media marketing. Overall, the paper has tried to present a holistic viewpoint of experts on social media marketing

Critical review of the e-loyalty literature: a purchase-centred framework

Over the last few years, the concept of online loyalty has been examined extensively in the literature, and it remains a topic of constant inquiry for both academics and marketing managers. The tremendous development of the Internet for both marketing and e-commerce settings, in conjunction with the growing desire of consumers to purchase online, has promoted two main outcomes: (a) increasing numbers of Business-to-Customer companies running businesses online and (b) the development of a variety of different e-loyalty research models. However, current research lacks a systematic review of the literature that provides a general conceptual framework on e-loyalty, which would help managers to understand their customers better, to take advantage of industry-related factors, and to improve their service quality. The present study is an attempt to critically synthesize results from multiple empirical studies on e-loyalty. Our findings illustrate that 62 instruments for measuring e-loyalty are currently in use, influenced predominantly by Zeithaml et al. (J Marketing. 1996;60(2):31-46) and Oliver (1997; Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill). Additionally, we propose a new general conceptual framework, which leads to antecedents dividing e-loyalty on the basis of the action of purchase into pre-purchase, during-purchase and after-purchase factors. To conclude, a number of managerial implementations are suggested in order to help marketing managers increase their customers’ e-loyalty by making crucial changes in each purchase stage

Is traditional retail moving to e-commerce in the field of the fashion industry in India?

The main aim of this dissertation is to discover whether consumers feel that e-commerce provides superior performance and technology facilities than traditional retail from the perspective of Indian consumers, and to assess the importance of Omni-channel concepts and operations in the fashion industry. The fashion industry is one of the foremost business segments in India. Currently, the fashion industry is overcoming with new technology and innovation in their business. In the 1990s e-commerce was introduced saw the potential possibilities of innovation, and the new concepts which made the consumer base attractive towards e-commerce. Online retailers are growing faster than traditional retailers due to high pressure from online retailer’s offers and strategies. This research is identifies the issues in the fashion retail business in India. What are the challenges faced by traditional retail? What are the environmental causes disturbing the fashion retail industry which are argued with more detail in PEST analysis and Porter’s five forces of modern retailing and communication? Traditional fashion retailers understand how to solve difficulties and challenges in the supply chain. Discussed many technologies for fashion retail markets to improve their strategy and customer satisfaction. Researching the hypotheses are collecting behaviourism, functionalism, and experimental ideas what should traditional retailers do in their retail shop and which channel should they adopt for their business? Hypotheses are used to conduct a quick market analysis to understand the Indian demographic attitudes towards technologies, client interest, and Omni-channel. We need to understand which approaches we can use to gain knowledge in theoretical perspective. Multiple techniques are involved in the analysis and validation of hypotheses. I used SPSS tool for data analysis with cross-tabulation function. In this research I found that traditional retail and e-commerce are independent of each other but gradually merging, a most important factor for future fashion industry trends. They are systematically embracing Omni-channel strategy to provide good consumer service

Does E-Marketing Mix Influence Brand Loyalty and Popularity of E-Commerce Websites?

E-commerce portals are increasing exponentially in terms of both business and data. Many organizations rely on their online websites to attract new customers, while still retaining their existing ones. E-commerce websites provide consumers with flexibility in terms of time, price, and space, during their purchases. The traditional marketing mix comprising of product, price, place and promotion (4Ps) identifies important factors in a purchase journey. In the online environment the concept of the marketing mix remains the same, except that the characteristics and functions of each factor are dynamic, suiting the online marketplace. The e-marketing mix, namely e-product, price intelligence (price sensitivity), delivery risk (place) and promotional intelligence, influences consumer buying-decisions in online markets. This research is an attempt to find the effect of the e-marketing mix on the loyalty and popularity of e-commerce sites. Data was collected using a structured questionnaire and was analyzed using a structural equation modeling-partial least squares method. The results showed that brand popularity was significantly influenced by the characteristics of the product and intelligent promotional techniques. Brand popularity had an influence on brand loyalty in an electronic marketing space

The Influence of Service Quality, Marketing Mix, on Bank Customer Satisfaction in the Era Covid-19

Building loyalty is no longer an option in the banking world. In recent years a trend has emerged, namely the tendency for customers to have more than one savings account at different banks. One of the ways to do this is by marketing service quality and marketing mix to customer satisfaction. The Bank's compliance with government policies to prevent the spread of COVID-19 is the Work From Home policy. Banking measures to optimize employee efforts to maintain the health of their closest people at home while providing maximum protection from the potential for contracting COVID-19 while interacting with the community while working or traveling to and from the office, namely adjustments to work systems. The role of marketing in banking is to build strong relationships sustainably by providing excellent service for the development of service quality such as Servqual, with Tangible, Responsiveness, Reliability, Assurance, and Empathy characteristics. New service quality that can be applied in the banking world in particular. The most important thing is Banking Service Quality (BSQ.) Like conventional bank service products, the bank's low rating. Testing using the PLS (Partial Least Square) analysis method. The results showed that customer satisfaction has a positive and significant effect on customer loyalty. Customer satisfaction affects the reliability, effectiveness, and assurance of the service portfolio, price, and access. Tangible must receive extra attention so that customer satisfaction can increase

The Effect of Social Media Marketing Activities on Brand Equity and Purchase Intention Towards Sebamed Skin Care Products

The purpose of this research is to determine the impact of digital marketing plans on Sebamed skin care product brand equity, as well as the impact of brand equity on purchase intention. To attain the aforesaid goals, expressive and analytical research methodologies are applied. This study makes use of both primary and secondary data. A basic random sampling approach is used to pick respondents. Primary data was acquired utilizing structured questionnaires with a 5-point Likert scale from 269 Sebamed product clients out of 29,900 Sebamed Myanmar Facebook page followers. Secondary data is drawn from textbooks, prior research articles, and Sebamed reports. All digital marketing initiatives have a considerable positive effect on brand value, according to the findings. Promotion is the most important determinant of the value of the brand among those digital marketing actions. Brand equity of Sebamed skin care products is positively correlated with personalization, upgrade, and social impact. Brand value has a robust beneficial impression on consumers' purchase purpose, according to the regression results. Sebamed should maintain its existing online digital campaign and improve its page in order to reach more client segments, as well as cooperate with associate promotions. Product line could be provided in terms of Myanmar’s most common skin ailments. Beauty bloggers conclusively and celebrities should be invited to participate in Sebamed’s digital advertisement efforts on Telegram, Twitter and brand’s own website

How Do Social Media Marketing Activities Result in Online Purchase Decisions

The main focus of this study is to explain the mechanism of how social media marketing activities can produce online purchasing decisions. This condition is related to the trend of marketers in the skincare business in Indonesia using social media for marketing activities. The current phenomenon is that social media is a means for marketing and a sales median. This research uses a survey method carried out by distributing questionnaires online. Determination of the sample in this research was carried out using a convenience method approach. 180 data were collected, but only 174 could be analyzed using Smart PLS software. The analysis results show that the proposed model based on the Stimulus (social media marketing activity) - Organism (brand awareness and brand trust) - Response (online purchasing decision) mechanism is accepted. This research model proposes four hypotheses, and all of them are accepted. Social media marketing activities as a stimulus have been proven to influence brand awareness and brand trust (organism). Furthermore, brand awareness and trust influence online purchasing decisions for SOMETHINC products (response)