36,185 research outputs found

    An Integrated Framework for Competitive Multi-channel Marketing of Multi-featured Products

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    For any company, multiple channels are available for reaching a population in order to market its products. Some of the most well-known channels are (a) mass media advertisement, (b) recommendations using social advertisement, and (c) viral marketing using social networks. The company would want to maximize its reach while also accounting for simultaneous marketing of competing products, where the product marketings may not be independent. In this direction, we propose and analyze a multi-featured generalization of the classical linear threshold model. We hence develop a framework for integrating the considered marketing channels into the social network, and an approach for allocating budget among these channels

    Pengaruh Viral Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Produk Wardah Di Sidoarjo

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    In the current millennial era, cosmetics are a very important need for every woman to beautify herself so that she looks more attractive. This makes intense competition between cosmetic manufacturers in introducing their products, and producers must think hard in developing products and attracting consumers. One of them is Wardah cosmetics. Wardah is a halal cosmetic that has been certified by LPPOM - MUI (Indonesian Ulema Council) and has spread throughout Indonesia, including in the city of Sidoarjo. With the increasingly widespread development of the internet, businesses are currently choosing a marketing strategy by utilizing the internet to communicate, provide information and promote their business to consumers and companies must also understand the process of making consumer purchasing decisions for all products. It is better for the management to pay attention to the influential variables so that the company can survive and develop continuously and can improve purchasing decisions. This study aims to determine the simultaneous or partial effect of viral marketing and brand awareness on purchasing decisions for Wardah cosmetic products in Sidoarjo. Data collection was carried out using a nonprobability sampling technique, purposive sampling method. Data collection using a questionnaire and google form. The sample used was 100 Wardah consumer respondents in the city of Sidoarjo. This research uses quantitative analysis using validity test, reliability test, classical assumption test, multiple linear regression, determination test (R2), t test and f test. The results of this study indicate that viral marketing and brand awareness variables have a significant influence on purchasing decisions, both simultaneously and partially on wardah products in Sidoarjo. Keywords: Viral Marketing, Brand Awareness, Purchase Decisio

    The Dynamics of Viral Marketing

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    We present an analysis of a person-to-person recommendation network, consisting of 4 million people who made 16 million recommendations on half a million products. We observe the propagation of recommendations and the cascade sizes, which we explain by a simple stochastic model. We analyze how user behavior varies within user communities defined by a recommendation network. Product purchases follow a 'long tail' where a significant share of purchases belongs to rarely sold items. We establish how the recommendation network grows over time and how effective it is from the viewpoint of the sender and receiver of the recommendations. While on average recommendations are not very effective at inducing purchases and do not spread very far, we present a model that successfully identifies communities, product and pricing categories for which viral marketing seems to be very effective

    Negative Effects of Incentivised Viral Campaigns for Activity in Social Networks

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    Viral campaigns are crucial methods for word-of-mouth marketing in social communities. The goal of these campaigns is to encourage people for activity. The problem of incentivised and non-incentivised campaigns is studied in the paper. Based on the data collected within the real social networking site both approaches were compared. The experimental results revealed that a highly motivated campaign not necessarily provides better results due to overlapping effect. Additional studies have shown that the behaviour of individual community members in the campaign based on their service profile can be predicted but the classification accuracy may be limited.Comment: In proceedings of the 2nd International Conference on Social Computing and its Applications, SCA 201

    Food and Beverage Marketing to Children and Adolescents: What Changes Are Needed to Promote Healthy Eating Habits?

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    Provides an overview of research on media use by children and youth, the channels and marketing techniques food and beverage companies use to market to them, and the influence on their diets. Outlines recommendations for improving marketing regulations

    When Social Influence Meets Item Inference

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    Research issues and data mining techniques for product recommendation and viral marketing have been widely studied. Existing works on seed selection in social networks do not take into account the effect of product recommendations in e-commerce stores. In this paper, we investigate the seed selection problem for viral marketing that considers both effects of social influence and item inference (for product recommendation). We develop a new model, Social Item Graph (SIG), that captures both effects in form of hyperedges. Accordingly, we formulate a seed selection problem, called Social Item Maximization Problem (SIMP), and prove the hardness of SIMP. We design an efficient algorithm with performance guarantee, called Hyperedge-Aware Greedy (HAG), for SIMP and develop a new index structure, called SIG-index, to accelerate the computation of diffusion process in HAG. Moreover, to construct realistic SIG models for SIMP, we develop a statistical inference based framework to learn the weights of hyperedges from data. Finally, we perform a comprehensive evaluation on our proposals with various baselines. Experimental result validates our ideas and demonstrates the effectiveness and efficiency of the proposed model and algorithms over baselines.Comment: 12 page

    VIRAL MARKETING SOCIAL MEDIA DAN PHYSICAL EVIDENCE PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN PADA MIE GACOAN DI SURABAYA TIMUR

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    The impact of the development of the internet today, which is increasingly widespread, can cause business people to determine strategies to market their products through social media. The existence of the internet makes product marketing more effective because the information that is disseminated will be conveyed quickly, get a lot of attention from potential consumers, and then go viral quickly. Apart from the virality of a product, one of the factors considered by consumers in their decision-making is physical evidence. The more attractive the Physical Evidence, the further it will increase consumer buying interest. With Viral Marketing and Physical Evidence, it can lead to stronger purchasing decisions for consumers. This study aims to analyze and determine quantitatively the influence of Viral Marketing Social Media and Physical Evidence on Purchasing Decisions. Data collection in this study used a questionnaire distributed via Google Form. The sample in this study used a non-probability sampling method using a purposive sampling technique of 100 people. The analysis techniques used in this research are the classical assumption test, multiple linear regression test, and hypothesis testing. The results of this study indicate that partially and simultaneously all independent variables, namely Viral Marketing Social Media and Physical Evidence, have a positive and significant effect on the dependent variable, namely the Purchase Decision of Mie Gacoan in East Surabaya. The recommendations from the author should clarify product information about advantages, prices, product details, and post-purchase activities of other parties that are conveyed via Instagram and TikTok. Apart from that, you should also improve the layout, lighting, and music at Mie Gacoan outlets
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