International Journal of Marketing and Digital Creative

Analyses of Business Attributes and Facebook Utilization: Marketing Insights

Ma. Charity Reign Dela Cruz — 2024-03-31

Microenterprises have a significant impact on the nation's economic development. Given the current trends in marketing, numerous organizations have adopted social media marketing. This study analyzed Facebook's business attributes and perceived effectiveness as an advertising tool for microenterprises. The researchers employed a descriptive-causal research design through random sampling of 320 registered microenterprises that utilize Facebook as an advertising tool. Findings revealed that participants were mostly under sole proprietorship, having one to three employees with an estimated asset size of less than 1,000,000 pesos and being in operation for one to three years. Customer brand awareness, product promotion, engagement reach, and sales volume were found to be highly effective in the perceived effectiveness of Facebook use. Remarkably, the business profile length of operation showed significant differences in terms of volumes of sales, whereas the number of staff in terms of customer brand awareness, engagement reach, and volume of sales; average asset size in terms of customer brand awareness and product promotion indicated significant differences to the perceived effectiveness of Facebook utilization as an advertising platform. Hence, the researchers recommended that microenterprises focus on targeted advertising, allocating advertising investment, and optimizing Facebook's advertising features.

Culinary MSME Business Development Model Post the COVID-19 Pandemic

Lela Nurlaela Wati — 2024-03-31

The objective of this study is to examine the influence of distribution and digital marketing on the revenue and growth of culinary micro, small, and medium enterprises (MSMEs) in Jakarta. The research used quantitative research, and the sample consisted of 251 owners of MSMEs in the culinary sector in Jakarta. The data analyses were performed using the Structural Equation Model. The food distribution channel has a favorable and substantial influence on the revenue of MSMEs in Jakarta, however it does not directly impact on the growth and advancement of MSMEs. Food distribution routes have a notable indirect impact on growth. Digital marketing does not directly impact revenue, but it does have a beneficial influence on MSME's growth and expansion. The presence of operating revenue has a favorable influence on the growth and progress of MSMEs in Jakarta. The findings of this study are valuable for advancing the field of marketing science by providing insights for stakeholders, serving as input for culinary MSMEs, and enhancing understanding of the impact of food distribution and digital marketing on MSMEs' revenue and business growth. Consequently, MSMEs can adopt more effective business strategies and improve product sales. This study thoroughly investigates the direct and indirect impact of food distribution channels and digital marketing on the revenue and growth of MSMEs. This research is unique because it employs second-order confirmatory models, which address gaps in earlier studies that mostly focused on testing direct effects.

Comparing Marketing Strategies for Cosmetics Between China and The U.S.

Xiwei Yang — 2024-04-01

This study presents a comparative study of promotional strategies in the cosmetic industry within two major global markets: The United States and China. They were chosen for this study because they are the two greatest e-commerce beauty markets in the world. The focus is on how digital transformation has reshaped these strategies, with a case study of L’Oréal providing practical insights. This topic is chosen for study due to the transformation of traditional marketing to digital marketing, especially with the emergence of social media marketing. The analysis reveals that while both markets have embraced digital marketing, there are significant differences in their approaches. In China, a more integrated strategy has emerged, leveraging E-commerce platforms to reach a broader consumer base and stimulate consumption. In contrast, the U.S. cosmetic market relies more on traditional promotional channels and offers fewer E-commerce discounts, with a slower adoption of live-streaming culture. However, U.S. firms continue to utilize digital channels to foster brand awareness, as demonstrated by L’Oréal's significant advertising expenditure and influencer collaborations. The study uses the literature review method with over three hundred of sources to synthesize and compare evidence in the U.S. market could potentially benefit from integrating more elements of the Chinese digital marketing strategy, particularly with respect to discounts and live-streaming. This study sheds light on the potential for adapting successful promotional strategies across diverse markets while acknowledging cultural and regional specificities. Despite its focus on top brands, future research could explore strategies employed by smaller firms and extend the comparison to other sectors.

Dolomite Beach as a Tourist Attraction in Manila as Perceived by Local Residents: Basis for Tourism Promotion

Andrea Michlei P. Perez — 2024-04-02

Dolomite Beach, also known as Manila’s first man-made beach, is a fake sand beach formed through the process of nourishment on Manila Bay in Manila, Philippines. This is a new addition to Manila’s tourism industry. This study aims to make Dolomite Beach an effective tourist hotspot for Manila by increasing its significance and positioning it as a top attraction. It adopts a quantitative approach using Frequency Distributions, Weighted Means, and Standard Deviations through a descriptive study with 383 participants.

Moreover, local residents had a high perception of Dolomite Beach as a tourist destination. The survey results show that, despite some initial controversy surrounding its construction, the majority of respondents favored of turning Dolomite Beach into a tourist attraction. The respondents felt excited when it was featured among the things to do in Manila for tourists. Many respondents expressed support for the establishment of an artificial white sandy beach in the city and looked forward to increased local and international tourism while providing more job opportunities for people who live in Manila.

The benefits are many, not only for the residents of Manila but also for the overall community. The proactive involvement of residents, who are important players in the tourism industry, drives tourism growth. Therefore, this study shows that Dolomite Beach can be one of Manila’s leading tourist attractions.

Kotler’s Decision-Making Model as a Predictor of the Consumer Buying Behavior of Young Professionals in the Philippines

Jefferson Marcelo — 2024-04-02

The first stage in creating effective marketing strategies is to analyze consumer behavior in the market with regard to needs, attitudes, or behaviors as well as the influence of the environment. The researchers conducted this study to determine Kotler's decision-making model as a Predictor of Consumer Food Buying Behavior. This research aims to determine the perception of the respondents on how they purchase items in terms of the Kotler's Decision-Making Model and how the consumer evaluates the purchase of food items through their behavior. To determine the relationship between the consumer's behaviors based on Kotler's Decision-Making Model, the researchers used a descriptive design to gather quantifiable data for factual examination of the population sample. The respondents of this study are young professionals working and purchasing food items and living at the three (3) chosen barangay such as Barangay Poblacion, Guadalupe Viejo, and Guadalupe Nuevo. The total population of the study was 100 respondents. The researchers formulate a survey questionnaire through google forms for the data gathering procedure. This research shows a significant relationship between the customer behaviors during the journey and consumer buying behavior using Kotler's Decision-Making model. It shows only that attitude, norms, and intention play a significant role when a consumer decides whether to purchase or not the items. Culture, demand, and willingness to engage or buy the product are vital in the decision-making process. Finally, based on the study's findings, business strategies have been proposed that can be utilized by the business owners and marketing strategist for their business or companies employed.