Marketing Approaches to Pop Up Stores: An Exploration of Social Networking

Internet and mobile technologies are redefining how retailers promote themselves to consumers. For instance, over recent years, the high street has witnessed the phenomenon of ‘pop up stores’, which rely on social network sites (SNS) and text messaging to inform consumers of their presence. In essence, they are retail stores that open up at empty retail locations for a temporary period of time and then disappear. The purpose of this paper is to describe this trend in terms of which retailers are doing it, why, where and how are they doing it? In addition, the paper is theoretically underpinned by an examination of literature drawn from entrepreneurial marketing in order to explore how retailers have exploited internet and mobile technologies in order to create marketing and branding opportunities. Finally, the paper offers directions for future research

A Dance with Data:Unraveling the supply and demand side dynamics of political microtargeting

In the digital age, political microtargeting has emerged as a powerful tool for campaigns to influence voter behavior by delivering tailored messages to specific audiences. This dissertation provides a comprehensive examination of political microtargeting by exploring its mechanisms and real-world applications across the globe. It dissects both the supply side of political microtargeting—digital platforms enabling the practice through their infrastructure and affordances—and the demand side—political entities leveraging these tools for electoral advantage. The dissertation sheds light on the nuanced ways in which digital technologies are reshaping political campaigns by focusing on three key aspects. First, it analyzes the global prevalence of microtargeting across 95 countries during 113 elections between 2020-2022, documenting the extent to which political actors leverage targeting capabilities offered by online platforms. Second, it investigates the influence of ad delivery algorithms on the pricing and distribution of political ads in the Netherlands, introducing the concept of algorithmic microtargeting. Third, it examines the strategic use of microtargeting for delivering negative or uncivil campaign messages in the context of the 2020 US election. The findings highlight the need to study microtargeting comparatively, considering country and party factors, and demonstrate the layers of strategic and algorithmic influence in contemporary data-driven campaigns. These insights underscore the importance of increased transparency in political advertising to facilitate the study of targeted and tailored messaging strategies and emphasize the need for effective regulation of digital platforms to ensure equal access to political information for all citizens

Social Media’s impact on Intellectual Property Rights

This is a draft chapter. The final version is available in Handbook of Research on Counterfeiting and Illicit Trade, edited by Peggy E. Chaudhry, published in 2017 by Edward Elgar Publishing Ltd, https://doi.org/10.4337/9781785366451. This material is for private use only, and cannot be used for any other purpose without further permission of the publisher.Peer reviewe

East Bay Coalition for the Homeless: Branding Study and Marketing Strategy

There are a number of potential positioning strategies. The two which make the most sense for the EBCH are to “position the EBCH away from others in the category” and to “position the EBCH as unique.” These strategies have the advantage of setting the EBCH apart from the other organizations that address homelessness. Occupying its own “position” in the minds of potential and current donors is not only an effective communications/marketing strategy but also a less costly one because it avoids head-to-head competition and comparisons

East Bay Coalition for the Homeless Project: Final Report

The report suggests strategies that can be incorporated into the current work flow and builds upon the current work of the EBCH. The report also presents ways in which to create a more efficient platform for completing marketing tasks, creating opportunities for awareness and knowledge of the EBCH, and increasing consideration of the EBCH as a potential donation focus

BRAND MANAGEMENT USING SOCIAL MEDIA

The phenomenon of social media is having a massive impact on the ways brands are perceived, and the way consumers interact with them. Consumers now desire brands that are engaging, relevant, and authentic. In turn, companies are increasingly looking to social media channels to increase their brand?s visibility and influence. This paper addresses the impact social media has on branding. Companies need to have a clear social media strategy included in their overall communications strategy before undertaking a social media campaign. Once a carefully considered strategy is in play, the rewards in terms of customer loyalty and engagement are potentially great

The influence of digital customer network strategy on hotel business

Dissertação de mestradoThe digital age evolution is transforming and influencing the hotel industry in various ways. The hotel industry is one of the sectors where present-day customer satisfaction impacts future business positively or negatively. In the digital age, customer feedback and reviews have moved to digital platforms leading to the formation of customer networks. Digital customer networks influence consumer perceptions, attitudes, and decisions to purchase. However, these digital customer networks are applicable as strategies to improve sales, reduce costs, and build loyal relationships with customers by maximizing access, engaging the customers, connecting, and collaborating with them. The present research slicked to assess the influence of digital customer network strategy on hotel business. For this purpose, it has been conducted an exploratory study, through interviews, in July 2020 and near five General Manager of five different hotels based in Portugal. The study shows that nowadays the digital is effectively transforming the way stakeholders do business, innovate, work and cooperate. It also adds that in future this influence will be higher, which demands an accurate attention from the management and an incorporation of digital on hotel strategies.A evolução da era digital está a transformar e a influenciar, de várias maneiras, a indústria hoteleira, que é um dos setores onde a satisfação do cliente atual impacta os negócios futuros de forma positiva ou negativa. Na era digital, o feedback e as avaliações dos clientes migraram para plataformas digitais, originando a formação de redes de clientes. E estas redes digitais de clientes influenciam as perceções, atitudes e decisões de compra do consumidor. No entanto, essas redes digitais de clientes são aplicáveis como estratégias para melhorar as vendas, reduzir custos e construir relacionamentos de fidelização com os clientes, maximizando o acesso, envolvendo os clientes, conectando-se e colaborando com eles. A presente Tese procurou avaliar a influência da estratégia de rede digital de clientes na Hotelaria. Para o efeito, foi realizado um estudo exploratório, através de entrevistas, em julho de 2020 e junto de cinco Diretores Gerais, de cinco diferentes hotéis, sediados em Portugal. O estudo mostra que hoje o digital está efetivamente a transformar o modo como os stakeholders fazem negócios, inovam, trabalham e cooperam. Acrescenta, ainda, que no futuro esta influência será maior, o que exige uma atenção apurada da gestão e uma incorporação do digital nas estratégias hoteleiras

Tweeting as a Marketing Tool: A Field Experiment in the TV Industry

© 2017, American Marketing Association. Many businesses today have adopted tweeting as a new form of product marketing. However, whether and how tweeting affects product demand remains inconclusive. The authors explore this question using a randomized field experiment on Sina Weibo, the top tweeting website in China. The authors collaborate with a major global media company and examine how the viewing of its TV shows is affected by (1) the media company's tweets about its shows, and (2) recruited Weibo influentials' retweets of the company tweets. The authors find that both company tweets and influential retweets increase show viewing, but in different ways. Company tweets directly boost viewing, whereas influential retweets increase viewing if the show tweet is informative. Meanwhile, influential retweets are more effective than company tweets in bringing new Weibo followers to the company, which indirectly increases viewing. The authors discuss recommendations on how to manage tweeting as a marketing tool.National Natural Science Foundation of China (No. 71372045)National Natural Science Foundation of China (No. 71602033

An evaluation of digital marketing applications in airline sector

In the age of digital transformation , enterprises use digital marketing practices effectively in order to increase customer loyalty considering customer relationship management, to create difference and to provide competitive advantage. The airway sector, where the acceleration is fast and the competition is high, aims to present fast and secure user experience and make the customer live a different traveler experience by using all technology and marketing related  platforms. Research problem is that it is a necessity for airline brands to digitalize by utilizing the richness of technology and to offer digital applications to consumers at the local / global platform. The aim of this study is to investigate the digital marketing strategies of a number of national and international airway companies such as e-mail marketing, web marketing, social media marketing and mobile applications and to analyze the positioning of digital marketing applications. Because digital marketing is the leading actor of marketing and it is presented as the real throne of virtual world in the airway sector. For this reason, best practices from Turkey and abroad were analyzed in the context of the effect of digital marketing on the customer relations management by using descriptive method and screening method. The findings of the research shows that, by the changes in the customer expectations and demands, the airway companies try to use the digital marketing tools effectively. However, the usage of right strategy for digital management is important to make difference and compete in the airway sector