公司在其数字营销策略中如何应对消费者的倡导行为?

IF 1.2 Q4 BUSINESS
Ahmad Ikhwan Setiawan
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引用次数: 1

摘要

本研究旨在确认公司设计的一系列营销策略是否遵循了消费者在产品消费中的过程,并参考了5A的阶段:意识、呼吁、询问、行动和倡导。公司通过实施五种市场干预措施来应对这些阶段:消费者亲和力方向、接触力增强、市场偏好增强、忠诚度保持质量和电子宣传杠杆能力。使用AMOS对印度尼西亚352家在线烹饪企业经营者进行了实证分析,该领域在新冠肺炎大流行期间经历了大规模扩张。从分析结果可以得出结论,尽管市场干预与5A概念的过程并不完全相同,但总的来说,公司在在线产品营销中所遵循的阶段与消费者产品消费过程中的阶段是兼容和平行的。从战略营销的角度来看,数字营销战略的各种概念在概念上有助于扩大电子宣传理论的范围,而战略营销是一个研究关注度有限的领域。鸣谢我要感谢印度尼西亚Sebelas Maret大学研究与社区服务研究所的支持,该研究所帮助我资助并发表了这项研究。我还要感谢SMU行为营销研究小组的几名本科生,他们协助传播和收集了这些数据。最后,我感谢SMU经济与商业学院管理系的讲师同事们,他们总是热情地参与讨论这一分析中的问题和现象。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How do companies respond to consumer advocacy behavior in their digital marketing strategies?
This study aims to confirm whether the series of marketing strategies designed by companies have followed the consumer process in product consumption with reference to the stages of the 5As: aware, appeal, ask, act, and advocate. Companies respond to these stages by implementing five market interventions: consumer affinitive direction, touch power strengthening, market preference enhancement, loyalty retain quality, and e-advocacy leverage capacity. An empirical analysis using AMOS was carried out on 352 online-based culinary business operators in Indonesia, a field that has experienced massive expansion during the Covid-19 pandemic. From the results of this analysis, it can be concluded that although the market interventions do not follow the exact same process as the 5A concept, in general, the stages followed by companies in online product marketing are compatible and parallel to those in the consumer process of product consumption. The various concepts of digital marketing strategies contribute conceptually to enhance the scope of e-advocacy theory from the perspective of strategic marketing, a field that has received limited research attention. AcknowledgmentI would like to acknowledge the support of the Research and Community Service Institute, Sebelas Maret University (SMU) Indonesia, which helped me fund and publish this study. I also express my appreciation to several undergraduate students, members of the research group of Behavioral Marketing, SMU, who have assisted in disseminating and collecting the data. Finally, I appreciate my lecturer colleagues from the Management Department of the Faculty of Economics and Business, SMU, who were always enthusiastically involved in discussing the problems and phenomena in this analysis.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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