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marketing strategies</title> <meta name="description" content="Search results for: successful marketing strategies"> <meta name="keywords" content="successful marketing strategies"> <meta name="viewport" content="width=device-width, initial-scale=1, minimum-scale=1, maximum-scale=1, user-scalable=no"> <meta charset="utf-8"> <link href="https://cdn.waset.org/favicon.ico" type="image/x-icon" rel="shortcut icon"> <link href="https://cdn.waset.org/static/plugins/bootstrap-4.2.1/css/bootstrap.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/plugins/fontawesome/css/all.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/css/site.css?v=150220211555" rel="stylesheet"> </head> <body> <header> <div class="container"> <nav class="navbar navbar-expand-lg navbar-light"> <a class="navbar-brand" href="https://waset.org"> <img src="https://cdn.waset.org/static/images/wasetc.png" alt="Open Science Research Excellence" title="Open Science Research Excellence" /> </a> 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action="https://publications.waset.org/abstracts/search"> <div id="custom-search-input"> <div class="input-group"> <i class="fas fa-search"></i> <input type="text" class="search-query" name="q" placeholder="Author, Title, Abstract, Keywords" value="successful marketing strategies"> <input type="submit" class="btn_search" value="Search"> </div> </div> </form> </div> </div> <div class="row mt-3"> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Commenced</strong> in January 2007</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Frequency:</strong> Monthly</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Edition:</strong> International</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Paper Count:</strong> 8292</div> </div> </div> </div> <h1 class="mt-3 mb-3 text-center" style="font-size:1.6rem;">Search results for: successful marketing strategies</h1> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8292</span> Successful Marketing Strategies of Local Companies in Pakistan: A Case Study of Pharmaceutical Industry</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Nasir%20Ullah">Nasir Ullah</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Marketing strategies are important factors in the success of a company. Local pharmaceutical companies in Pakistan face several issues, such as low-level budgets, lack of skilled human resources, and challenges to competing with multinational competitors that have negative impacts on their success. However, still there exist local companies with great levels of success in the pharmaceutical sector. This study aims to evaluate the marketing strategies of successful local companies in the pharmaceutical sector of Khyber Pakhtunkhwa, Pakistan. The study employed a constructivist approach to know about successful strategies of the marketing managers that worked well. For this purpose, in-depth interviews were conducted with marketing managers of four pharmaceutical companies which were deemed as successful on the basis of their annual target achievements. Thematic analysis was conducted using Nvivo to devise major themes from the collected data. Four major themes or successful strategies were identified. These are i) share in the profit to marketing and sales staff, ii) invitation to the doctors for participation in free medical camps and health awareness seminars, iv) incentives for the Doctors and retailers, v) utilization of traditional capital (local social relationships) by the marketing officers. The study concludes that profit share to the employees, valuing doctors through their involvement and utilization of traditional capital are the successful marketing strategies of the successful pharmaceutical companies in the Pakhtun society of Pakistan. The study suggests hiring local staff that can utilize their traditional capital to influence doctors' decisions regarding the prescription of their medicine to the patients. The study also suggests profit share or increased bonuses to the marketing and sales staff as a measure of success. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=successful%20marketing%20strategies" title="successful marketing strategies">successful marketing strategies</a>, <a href="https://publications.waset.org/abstracts/search?q=pharmaceutical%20industry" title=" pharmaceutical industry"> pharmaceutical industry</a>, <a href="https://publications.waset.org/abstracts/search?q=traditional%20social%20capital" title=" traditional social capital"> traditional social capital</a>, <a href="https://publications.waset.org/abstracts/search?q=local%20companies" title=" local companies"> local companies</a> </p> <a href="https://publications.waset.org/abstracts/187052/successful-marketing-strategies-of-local-companies-in-pakistan-a-case-study-of-pharmaceutical-industry" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/187052.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">41</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8291</span> Consumers’ Responses to Non-Traditional Marketing Communication Strategies for Advertising Herbal Products</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Chioma%20Ifeoma%20Agbasimelo">Chioma Ifeoma Agbasimelo</a>, <a href="https://publications.waset.org/abstracts/search?q=Stephen%20Afam%20Kenechukwu"> Stephen Afam Kenechukwu</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The study examined consumers’ responses to non-traditional marketing communication strategies in advertising herbal products. The study identified the following non-traditional marketing communication strategies: (a) trado-instrumental marketing strategy, (b) trado-demonstrative marketing strategy, and (c) trado-iconographic marketing strategy. Anchored on the Black Box Theory, it adopted the survey design of three metropolises (Awka, Onitsha, and Nnewi) in Anambra State, Nigeria. Major findings indicated that among the identified strategies, the trado-instrumental marketing strategy is the most dominant strategy. Other strategies: (b) trado-demonstrative marketing strategy and (c) trado-iconographic marketing strategy are sparingly used in semi-urban cities. It also found that consumers’ preferences and adoption of non-traditional marketing communication were minimal. Based on the findings, there is a need to create a unified system of integration of both traditional and non-traditional marketing communication strategies due to technology interfaces. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=advertising" title="advertising">advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=consumers%E2%80%99%20responses" title=" consumers’ responses"> consumers’ responses</a>, <a href="https://publications.waset.org/abstracts/search?q=herbal%20products" title=" herbal products"> herbal products</a>, <a href="https://publications.waset.org/abstracts/search?q=non-traditional%20marketing%20communication%20strategies" title=" non-traditional marketing communication strategies"> non-traditional marketing communication strategies</a> </p> <a href="https://publications.waset.org/abstracts/164569/consumers-responses-to-non-traditional-marketing-communication-strategies-for-advertising-herbal-products" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/164569.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">98</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8290</span> Create a Model of Production and Marketing Strategies in Alignment with Business Strategy Using QFD Approach</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Hamed%20Saremi">Hamed Saremi</a>, <a href="https://publications.waset.org/abstracts/search?q=Shahla%20Saremi"> Shahla Saremi</a> </p> <p class="card-text"><strong>Abstract:</strong></p> In today's competitive world, organizations are expected to surpass the competitors and benefit from the resources and benefits. Therefore, organizations need to improve the current performance is felt more than ever that this requires to identify organizational optimal strategies, and consider all strategies simultaneously. In this study, to enhance competitive advantage and according to customer requirements, alignment between business, production and marketing strategies, House of Quality (QFD) approach has been used and zero-one linear programming model has been studied. First, the alignment between production and marketing strategies with business strategy, independent weights of these strategies is calculated. Then with using QFD approach the aligned weights of optimal strategies in each production and marketing field will be obtained and finally the aligned marketing strategies selection with the purpose of allocating budget and specialist human resource to marketing functions will be done that lead to increasing competitive advantage and benefit. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=marketing%20strategy" title="marketing strategy">marketing strategy</a>, <a href="https://publications.waset.org/abstracts/search?q=business%20strategy" title=" business strategy"> business strategy</a>, <a href="https://publications.waset.org/abstracts/search?q=strategy%20alignment" title=" strategy alignment"> strategy alignment</a>, <a href="https://publications.waset.org/abstracts/search?q=house%20of%20quality%20deployment" title=" house of quality deployment"> house of quality deployment</a>, <a href="https://publications.waset.org/abstracts/search?q=production%20strategy" title=" production strategy"> production strategy</a> </p> <a href="https://publications.waset.org/abstracts/30246/create-a-model-of-production-and-marketing-strategies-in-alignment-with-business-strategy-using-qfd-approach" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/30246.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">605</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8289</span> Model of Production and Marketing Strategies in Alignment with Business Strategy using QFD Approach</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Hamed%20Saremi">Hamed Saremi</a>, <a href="https://publications.waset.org/abstracts/search?q=Suzan%20Taghavy"> Suzan Taghavy</a>, <a href="https://publications.waset.org/abstracts/search?q=Shahla%20Saremi"> Shahla Saremi</a> </p> <p class="card-text"><strong>Abstract:</strong></p> In today's competitive world, organizations are expected to surpass the competitors and benefit from the resources and benefits. Therefore, organizations need to improve the current performance is felt more than ever that this requires to identify organizational optimal strategies, and consider all strategies simultaneously. In this study, to enhance competitive advantage and according to customer requirements, alignment between business, production and marketing strategies, House of Quality (QFD) approach has been used and zero-one linear programming model has been studied. First, the alignment between production and marketing strategies with business strategy, independent weights of these strategies is calculated. Then with using QFD approach the aligned weights of optimal strategies in each production and marketing field will be obtained and finally the aligned marketing strategies selection with the purpose of allocating budget and specialist human resource to marketing functions will be done that lead to increasing competitive advantage and benefit. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=strategy%20alignment" title="strategy alignment">strategy alignment</a>, <a href="https://publications.waset.org/abstracts/search?q=house%20of%20quality%20deployment" title=" house of quality deployment"> house of quality deployment</a>, <a href="https://publications.waset.org/abstracts/search?q=production%20strategy" title=" production strategy"> production strategy</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20strategy" title=" marketing strategy"> marketing strategy</a>, <a href="https://publications.waset.org/abstracts/search?q=business%20strategy" title=" business strategy"> business strategy</a> </p> <a href="https://publications.waset.org/abstracts/30239/model-of-production-and-marketing-strategies-in-alignment-with-business-strategy-using-qfd-approach" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/30239.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">435</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8288</span> Memetic Marketing: An Emerging Online Marketing Trend and the Case with #TFWGucci Meme Campaign</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Vehbi%20Gorgulu">Vehbi Gorgulu</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The primary objective of the current study is to explore how brand managers can employ Internet memes as a marketing tool. Internet memes are marked for their sarcastic and entertaining content and their amateur/DIY natures. The current study focuses on #TFWGucci, a collaborative marketing project enacted by Gucci, which is marked for being one of the first structured collaborative memetic marketing campaigns in the world. By embracing a qualitative approach, the study will explore production and meaning making processes of #TFWGucci campaign via analysis of sample campaign contents. The study will provide hints and insights for digital marketers on how to employ memetic marketing strategies in successful ways. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=meme" title="meme">meme</a>, <a href="https://publications.waset.org/abstracts/search?q=internet%20meme" title=" internet meme"> internet meme</a>, <a href="https://publications.waset.org/abstracts/search?q=online%20marketing" title=" online marketing"> online marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=memetic%20marketing" title=" memetic marketing"> memetic marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=%23TFWGucci" title=" #TFWGucci"> #TFWGucci</a> </p> <a href="https://publications.waset.org/abstracts/89850/memetic-marketing-an-emerging-online-marketing-trend-and-the-case-with-tfwgucci-meme-campaign" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/89850.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">234</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8287</span> Public Relations Challenges in Georgia: Marketing Communications and Strategies</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Marine%20Kobalava">Marine Kobalava</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Modern forms of public relations function in an integrated manner together with marketing communication in business companies. This ensures continuity of communication, elimination of duplication in activities, reduction of costs, and strengthening and efficient use of communication means. There exist a number of challenges in implementing integrated forms of public relations in Georgia, especially in terms of marketing communications and strategies. Objectives: The goal of the study is to reveal public relations challenges in Georgian business companies and to develop recommendations along with perfecting marketing communications and strategies. Methodologies: Bibliographic and empirical research has been conducted. Analysis, induction, synthesis, and other methods have been used. Contributions: The challenges of Public relations in Georgia are identified; the perception of different population groups on integrated forms of PR is determined; effective forms of marketing communication are defined; mechanisms for developing marketing strategies are proposed. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=public%20relations" title="public relations">public relations</a>, <a href="https://publications.waset.org/abstracts/search?q=challenges" title=" challenges"> challenges</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication" title=" marketing communication"> marketing communication</a>, <a href="https://publications.waset.org/abstracts/search?q=strategy" title=" strategy"> strategy</a> </p> <a href="https://publications.waset.org/abstracts/177160/public-relations-challenges-in-georgia-marketing-communications-and-strategies" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/177160.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">92</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8286</span> The Marketing Strategies of Five-Star Rated Herbal Businesses of One Tambon One Product (OTOP) Entrepreneurs in Songkhla Province, Thailand</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=S.%20Lungtae">S. Lungtae</a>, <a href="https://publications.waset.org/abstracts/search?q=C.%20Noknoi"> C. Noknoi</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The main purpose of this research is to analyze the marketing strategies of the various five-star rated herbal businesses of One Tambon One Product (OTOP) entrepreneurs in Songkhla province, Thailand. This includes the targeting, positioning and marketing mix in order to develop marketing strategies for OTOP entrepreneurs. The data were collected from the presidents of herbal-product enterprises in Songkhla province. The products of all these enterprises were selected as five-star herbal products for the OTOP project in 2012. In-depth interviews were conducted, and content analysis was used to analyze the data. The research found that the community enterprises should 1) increase the range of product sizes offered, 2) increase their distribution channels, 3) publicize more to inform consumers about their identities and products, 4) undertake promotional activities during the festival, and 5) choose salespeople who are knowledgeable about the features of their products. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=marketing%20mix" title="marketing mix">marketing mix</a>, <a href="https://publications.waset.org/abstracts/search?q=market%20positioning" title=" market positioning"> market positioning</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20strategies" title=" marketing strategies"> marketing strategies</a>, <a href="https://publications.waset.org/abstracts/search?q=target%20market." title=" target market. "> target market. </a> </p> <a href="https://publications.waset.org/abstracts/10513/the-marketing-strategies-of-five-star-rated-herbal-businesses-of-one-tambon-one-product-otop-entrepreneurs-in-songkhla-province-thailand" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/10513.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">295</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8285</span> Customer Satisfaction and Retention Strategies in Marketing</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Hassan%20Adedoyin%20Rasaq">Hassan Adedoyin Rasaq</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The marketing efforts of the present day business is not just geared towards meeting the consumer’s needs at a price, but ensuring good customer satisfaction, and strategizing on how to retain such customers. Customer satisfaction and retention is achievable through the co-ordination of the marketing mixes; Product, Price, Promotion and Place; Relationship Marketing; After-Sales Service; Rebates/Discounts/Price reduction policy and Total Quality Management (TQM). A first-hand customer, If well satisfied, will become a company’s repeat customer, proceeds to become a client and goes further to become an advocate of the company by applauding the company’s products/services and encouraging others to buy from it. It is the objective of this paper, therefore, to guide business organizations on how to enhance customer satisfaction, and retain existing customers as a means of long-term survival in marketing. The responses of 72 randomly selected Marketing personnel spread across three (3) food and beverage companies in Nigeria were analyzed. One hypothesis was tested using a one-way analysis of variance (ANOVA) statistical tool, and it was discovered that Relationship marketing contributed to organizational profitability and growth. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=customer%20satisfaction" title="customer satisfaction">customer satisfaction</a>, <a href="https://publications.waset.org/abstracts/search?q=retention%20strategies" title=" retention strategies"> retention strategies</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20mixes" title=" marketing mixes"> marketing mixes</a> </p> <a href="https://publications.waset.org/abstracts/20766/customer-satisfaction-and-retention-strategies-in-marketing" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/20766.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">552</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8284</span> Marketing in Post-Pandemic Environment</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mohammad%20Mehdizadeh">Mohammad Mehdizadeh</a> </p> <p class="card-text"><strong>Abstract:</strong></p> COVID-19 forced marketers to change their marketing strategies, focusing less on reactive approaches and more on proactive approaches, primarily social media. The next few years will be dominated by employee engagement and customer experience, leading to businesses focusing more on "long-term customer relationships." A large number of marketing strategies need to be employed in an ever-evolving online environment, which is both filled with opportunities and dangers, as well as being an intimidating platform to use, incorporating new and exciting opportunities for businesses and organizations as it constantly evolves. In this article, we examine the effect of social networks on marketing in post-pandemic environments. A descriptive survey is used as the research method. The results show that social networks have a positive and significant impact on marketing in a post-pandemic environment. Among the social networks studied, Instagram, Facebook, and Twitter have the most positive effect on marketing advancement. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=COVID-19" title="COVID-19">COVID-19</a>, <a href="https://publications.waset.org/abstracts/search?q=customers" title=" customers"> customers</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=post-pandemic" title=" post-pandemic"> post-pandemic</a> </p> <a href="https://publications.waset.org/abstracts/160904/marketing-in-post-pandemic-environment" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/160904.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">86</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8283</span> Marketing Strategy Adjustment of Multinational Companines in China in the New Period</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Xue%20Junwei">Xue Junwei</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The rapid economic development of China has made it a critical global market. Multinational companies operating in China face evolving challenges, necessitating adjustments in their marketing strategies. This study uses SWOT analysis and qualitative research methods to explore the trends and countermeasures for adjusting the marketing strategies of multinational companies in China. The research employs the SWOT analysis, quantitative as well as qualitative research techniques to investigate the marketing strategy adjustments of multinational companies in China. The study reveals emerging trends and proposes strategic countermeasures for multinational companies to adapt their marketing strategies in the Chinese market. This research contributes to the existing literature by providing insights into the dynamic environment of multinational companies in China and offering practical recommendations for strategy adjustments. Data were collected using qualitative research methods, including interviews and case studies, and quantitative research methods, such as questionnaires to study multinational companies in China. The collected data were analyzed using SWOT analysis to identify the strengths, weaknesses, opportunities, and threats faced by multinational companies in China, guiding the formulation of effective marketing strategies. This study addresses the challenges faced by multinational companies in China, the need for strategic adjustments, and the potential approaches to enhancing marketing effectiveness in this market. The study emphasizes the significance of adapting marketing strategies to align with the changing landscape of the Chinese market. It provides actionable recommendations for multinational companies to thrive in this environment. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=multinational%20company" title="multinational company">multinational company</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20strategies" title=" marketing strategies"> marketing strategies</a>, <a href="https://publications.waset.org/abstracts/search?q=Chinese%20market" title=" Chinese market"> Chinese market</a>, <a href="https://publications.waset.org/abstracts/search?q=SWOT" title=" SWOT"> SWOT</a> </p> <a href="https://publications.waset.org/abstracts/194161/marketing-strategy-adjustment-of-multinational-companines-in-china-in-the-new-period" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/194161.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">5</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8282</span> Influence of Esports Marketing Strategies on Consumer Behavior: A Case Study of Valorant</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Alex%20Arghya%20Adhikari">Alex Arghya Adhikari</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Gaming and esports industry is one of the biggest and fastest growing industries in the world. Globally people have started investing more in this industry since now people believe just like traditional sports, esports can also sustain their future. Last year in the month of December, the Indian government also recognised esports as an official sport but there has not been any positive initiative by the government in encouraging people to enter esports. This is a problem which cannot be overlooked since we are already in the digital age and gaming and esports is the future industry. There is a need for multiple effective marketing strategies by the game publishers to stabilize the esports in the country. Purpose: To observe the marketing-communication strategies that are implemented by Riot Games’ Valorant and how those strategies influence the consumer behavior and the esports of the game. Methodology: Activities over the internet related to the game like livestreams, discord chats, Instagram posts and YouTube videos over a period of two months have been collected through the Digital Ethnography. To support and validate the observations of the data collected, in-depth online interviews have been conducted which includes streamers, journalists, LAN experienced players and casual players. Findings: The game publisher through its Dynamic Competitive Gaming Experience and Community-Engaged Ecosystem succeeded in making the game a Recreational activity and a Community which goes beyond the In-game experiences which helped in understanding the impact of audience engagement on esports and the loopholes and setbacks of Indian esports. Conclusion: The study provides a comprehensive analysis of how Valorant's successful marketing and community engagement strategies have contributed to its global popularity and competitive esports environment. It highlights the various strategies employed by Riot Games to keep players engaged and connected, and also the challenges in the Indian esports landscape which differentiates it from the global competition. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=esports" title="esports">esports</a>, <a href="https://publications.waset.org/abstracts/search?q=valorant" title=" valorant"> valorant</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=consumer%20behaviour" title=" consumer behaviour"> consumer behaviour</a> </p> <a href="https://publications.waset.org/abstracts/179314/influence-of-esports-marketing-strategies-on-consumer-behavior-a-case-study-of-valorant" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/179314.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">69</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8281</span> Literature Review and Evaluation of the Internal Marketing Theory</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Hsiao%20Hsun%20Yuan">Hsiao Hsun Yuan</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Internal marketing was proposed in 1970s. The theory of the concept has continually changed over the past forty years. This study discussed the following themes: the definition and implication of internal marketing, the progress of its development, and the evolution of its theoretical model. Moreover, the study systematically organized the strategies of the internal marketing theory adopted on enterprise and how they were put into practice. It also compared the empirical studies focusing on how the existent theories influenced the important variables of internal marketing. The results of this study are expected to serve as references for future exploration of the boundary and studies aiming at how internal marketing is applied to different types of enterprises. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=corporate%20responsibility" title="corporate responsibility">corporate responsibility</a>, <a href="https://publications.waset.org/abstracts/search?q=employee%20organizational%20performance" title=" employee organizational performance"> employee organizational performance</a>, <a href="https://publications.waset.org/abstracts/search?q=internal%20marketing" title=" internal marketing"> internal marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=internal%20customer" title=" internal customer"> internal customer</a> </p> <a href="https://publications.waset.org/abstracts/52645/literature-review-and-evaluation-of-the-internal-marketing-theory" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/52645.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">355</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8280</span> Marketing Strategy Implementation in Developing Sharia Tourism in Indonesia</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Santi%20Mutiara%20Asih">Santi Mutiara Asih</a>, <a href="https://publications.waset.org/abstracts/search?q=Sinta%20Kemala%20Asih"> Sinta Kemala Asih</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Along with the development of tourism in Indonesia, which is increasingly a lot of domestic and foreign public interest in sharia tourism, the Indonesian government is currently developing the program. It was seen that this program would have a good impact, especially for Indonesian tourism. So it is necessary to develop appropriate marketing strategies. Then to develop tourism prospects sharia government could use such a marketing strategy, for instance, marketing mix and Segmenting, Targeting, and Positioning (STP). The marketing mix is a set of marketing tools used by a state or a company to continue achieving its marketing objectives in target market. STP is the most important initial step in identifying customer value. In such away, it is expected from the use of this strategy could make sharia tourism as a market leader in the field of tourism in Indonesia, it also could attract more tourists to visit and increase economic returns. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=STP" title="STP">STP</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20mix" title=" marketing mix"> marketing mix</a>, <a href="https://publications.waset.org/abstracts/search?q=market%20leader" title=" market leader"> market leader</a>, <a href="https://publications.waset.org/abstracts/search?q=sharia%20tourism" title=" sharia tourism"> sharia tourism</a> </p> <a href="https://publications.waset.org/abstracts/22786/marketing-strategy-implementation-in-developing-sharia-tourism-in-indonesia" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/22786.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">769</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8279</span> The Impact of Organizational Culture on Internet Marketing Adoption</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Hafiz%20Mushtaq%20Ahmad">Hafiz Mushtaq Ahmad</a>, <a href="https://publications.waset.org/abstracts/search?q=Syed%20Faizan%20Ali%20Shah"> Syed Faizan Ali Shah</a>, <a href="https://publications.waset.org/abstracts/search?q=Bushra%20Hussain"> Bushra Hussain</a>, <a href="https://publications.waset.org/abstracts/search?q=Muneeb%20Iqbal"> Muneeb Iqbal</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Purpose: The purpose of this study is to investigate the impact of organizational culture on internet marketing adoption. Moreover, the study intends to explore the role of organizational culture in the internet marketing adoption that helps business to achieve organizational growth and augmented market share. Background: With the enormous expansion of technology, organizations now need technology-based marketing paradigm in order to capture larger group of customers. Organizational culture plays a dominant and prominent role in the internet marketing adoption. Changes in the world economy have demolished current organizational competition and generating new technology standards and strategies. With all the technological advances, e-marketing has become one of the essential part of marketing strategies. Organizations require advance internet marketing strategies in order to compete in a global market. Methodology: The population of this study consists of telecom sector organizations of Pakistan. The sample size consists of 200 telecom sector employees. Data were gathered through the questionnaire instrument. The research strategy of this study is survey. The study uses a deductive approach. The sampling technique of this study is convenience sampling. Tentative Results: The study reveals that organizational culture played a vital role in the internet marketing adoption. The results show that there is a strong association between the organizational culture and internet marketing adoption. The results further show that flexible organizational culture helps organization to easily adopt internet marketing. Conclusion: The study discloses that flexible organizational culture helps organizations to easily adopt e-marketing. The study guides decision-makers and owners of organizations to recognize the importance of internet marketing strategy and help them to increase market share by using e-marketing. The study offers solution to the managers to develop flexible organizational culture that helps in internet marketing adoption. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=internet%20technology" title="internet technology">internet technology</a>, <a href="https://publications.waset.org/abstracts/search?q=internet%20marketing" title=" internet marketing"> internet marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20paradigm" title=" marketing paradigm"> marketing paradigm</a>, <a href="https://publications.waset.org/abstracts/search?q=organizational%20culture" title=" organizational culture"> organizational culture</a> </p> <a href="https://publications.waset.org/abstracts/84345/the-impact-of-organizational-culture-on-internet-marketing-adoption" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/84345.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">231</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8278</span> Impact of Experience-Oriented Marketing on the Buying Behaviour of the Consumers: An Application in Konya </h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Ebru%20Esen">Ebru Esen</a>, <a href="https://publications.waset.org/abstracts/search?q=Omer%20Akkaya"> Omer Akkaya</a>, <a href="https://publications.waset.org/abstracts/search?q=Nattanan%20Pankrobkaew"> Nattanan Pankrobkaew</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Though the experience concept found its place in the field of marketing in 1982, it is today in front of us as an important phenomenon in understanding the consumer behaviours. In parallel with the globalization and intensification of the competition, the enterprises have been in an effort to provide unique experiences for their consumers by going beyond providing services with the products. In this context, experience-oriented marketing enables the enterprises to use the marketing strategies of providing experiences for their customers and to have advantages in terms of competition. Based on it, this article discusses the concepts of experience, experience-oriented marketing and buying behaviour of consumers as a whole, and details about the application conducted in Konya Selcuklu University. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=consumer%20behavior" title="consumer behavior">consumer behavior</a>, <a href="https://publications.waset.org/abstracts/search?q=experience" title=" experience"> experience</a>, <a href="https://publications.waset.org/abstracts/search?q=experience%20marketing" title=" experience marketing"> experience marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a> </p> <a href="https://publications.waset.org/abstracts/31979/impact-of-experience-oriented-marketing-on-the-buying-behaviour-of-the-consumers-an-application-in-konya" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/31979.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">367</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8277</span> Business Marketing Researches and Analysis Effect on Production</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mirna%20John%20Shawky%20Demian">Mirna John Shawky Demian</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Internal marketing changed into proposed in the 1970s. The idea has continually been modified over the last forty years. This study discussed the subsequent troubles: the definition and implication of internal advertising, the improvement of its development, and the evolution of its theoretical version. Moreover, the study systematically organized the strategies of the inner advertising and marketing principles adopted in an organization and the way they were positioned in exercise. Also, in contrast, the empirical research focuses on how the existent theories prompted the essential variables of internal marketing. The results of this are predicted to serve as references for future exploration of the boundary and research aiming at how internal advertising and marketing are applied to one-of-a-kind styles of organizations. Information technology (IT) has prevailed over all capabilities of strategic and operational control. The internet has increasingly grown to be a famous medium for advertising and marketing. This paper examines the potential of the internet for tourism marketing. To acquire this, the paper examines the characteristics of tourism advertising and examines the application of the Internet in tourism advertising. It's far argued that using the internet for tourism advertising will now not only reach a wide target audience and reduce the price of transactions (with the aid of traditional strategies utilized by journey agents in instances past) but will even alleviate the problems of identity, authentication and affirmation of travels/package deal excursions by way of travelers as well as advertising of tourism enterprises. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=direct%20marketing" title="direct marketing">direct marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=mobile%20phones%20mobile%20marketing" title=" mobile phones mobile marketing"> mobile phones mobile marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=sms%20advertising" title=" sms advertising"> sms advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20sponsorship" title=" marketing sponsorship"> marketing sponsorship</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20theories" title=" marketing communication theories"> marketing communication theories</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20tools" title=" marketing communication tools"> marketing communication tools</a> </p> <a href="https://publications.waset.org/abstracts/195001/business-marketing-researches-and-analysis-effect-on-production" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/195001.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">2</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8276</span> Marketing Implications and the Dynamics of Changing Gender Roles in Families</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Kehinde%20Emmanuel%20Atanlusi">Kehinde Emmanuel Atanlusi</a> </p> <p class="card-text"><strong>Abstract:</strong></p> It is impossible to stifle the gust of social change as it makes its way through institutionalised hierarchies on its way to expressing itself. This advancement might also have repercussions for institutions, families, and politics, so modifying the norms and establishing new societal ideals. In the following paragraphs, it will explore how gender roles in the family have changed over time, how this has affected consumption, and how marketing has been influenced by these changes. It was decided to use the empirical research method, which led to several discoveries, one of which was that marketing in the pre-modern era was predicated on metanarratives and gender stereotypes. However, these aspects of marketing have undergone significant transformations in the post-modern era, which led to the formation of an assumption regarding what future marketing trends will be like. In spite of the fact that post-modern marketing methods have a number of drawbacks, it was suggested that these strategies be embraced and updated in the future in order to expand consumer bases and target audiences. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=Marketing" title="Marketing">Marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=Gender%20Roles" title=" Gender Roles"> Gender Roles</a>, <a href="https://publications.waset.org/abstracts/search?q=Advertising" title=" Advertising"> Advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=Decentralisation" title=" Decentralisation"> Decentralisation</a>, <a href="https://publications.waset.org/abstracts/search?q=Fragmentation" title=" Fragmentation"> Fragmentation</a> </p> <a href="https://publications.waset.org/abstracts/154407/marketing-implications-and-the-dynamics-of-changing-gender-roles-in-families" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/154407.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">116</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8275</span> Influencer Endorsement: Consumer Purchase Intention in Social Media Marketing</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Izian%20Idris">Izian Idris</a>, <a href="https://publications.waset.org/abstracts/search?q=Melissa%20Ha"> Melissa Ha</a>, <a href="https://publications.waset.org/abstracts/search?q=Mikkay%20Wong"> Mikkay Wong</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Social media marketing, including influencer marketing, is an ongoing phenomenon, and most companies as well as industries, are finding it crucial to implement social media marketing in their marketing strategies. However, social media influencer marketing still needs to be explored, and further research on this area needs to be carried out to fully understand the importance of social media influencer marketing in impacting consumer purchase decisions. Influencer endorsement has become a trend to grab users’ attention these days. Thus, the aim of this research paper is to explore the attributes of social media influencers/influencer as the endorser that impact consumer purchase intentions. The attributes that will be investigated include attitude homophily, physical attractiveness, and social attractiveness. Following this, the elaboration likelihood model from the theory of persuasion is implemented in this research to further examine the influence of social media influencer attributes on consumer purchase intentions. This study will be able to help marketers, businesses, and researchers understand the attributes of social media influencers as endorsers that will impact consumer purchase intentions and allow businesses to enhance their strategies to better cater to their target market. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=influencer" title="influencer">influencer</a>, <a href="https://publications.waset.org/abstracts/search?q=endorsement" title=" endorsement"> endorsement</a>, <a href="https://publications.waset.org/abstracts/search?q=consumer%20purchase" title=" consumer purchase"> consumer purchase</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20media" title=" social media"> social media</a> </p> <a href="https://publications.waset.org/abstracts/174723/influencer-endorsement-consumer-purchase-intention-in-social-media-marketing" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/174723.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">84</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8274</span> The Role of Female Population as a Consumer in Modern Marketing Strategy and Management</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Jana%20Aleksi%C4%87">Jana Aleksić</a>, <a href="https://publications.waset.org/abstracts/search?q=Marijana%20Petkovi%C4%87"> Marijana Petković</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Female population has an increasing role when it comes to purchase. Consequently, the female population has a greater role in modern marketing. Although it is thought that women buy more than men, marketing strategy was not directed specifically towards women. The thing that has changed regarding women’s role in modern marketing is the fact that the female population has a leading position when it comes to decision making in various fields and various sectors, which was not the case in the past. Marketing should be directed towards women but it should be done in the right way. Compared to men, women buy in a different way, and they look for more various advantages in the product itself, than men do. This paper aims to show the importance of the female role in the modern marketing and management and to redirect marketing in some way towards female population through new marketing strategies and management systems. Hypothesis is that women have an important role in marketing, and marketing strategy of modern society could and should be based on and directed towards female population and their tastes when it comes to purchasing. It is necessary and desirable to apply marketing strategy with a special strategy that has an emphasis on women and their purchase or in a word to apply WS- woman strategy. This research was carried out as a random sample research, where were obtained 212 valid surveys whose results serve as a basis for drawing conclusions about the research as well as to verify the formulated hypotheses. The research was carried out during 2011 and 2012. The study has shown a significant role of the female population in the marketing process. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=marketing" title="marketing">marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=management" title=" management"> management</a>, <a href="https://publications.waset.org/abstracts/search?q=female" title=" female"> female</a>, <a href="https://publications.waset.org/abstracts/search?q=purchase" title=" purchase"> purchase</a>, <a href="https://publications.waset.org/abstracts/search?q=strategy" title=" strategy"> strategy</a> </p> <a href="https://publications.waset.org/abstracts/47410/the-role-of-female-population-as-a-consumer-in-modern-marketing-strategy-and-management" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/47410.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">448</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8273</span> Evaluation of Digital Marketing Strategies by Behavioral Economics</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Sajjad%20Esmaeili%20Aghdam">Sajjad Esmaeili Aghdam</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Economics typically conceptualizes individual behavior as the consequence of external states, for example, budgets and prices (or respective beliefs) and choices. As the main goal, we focus on the influence of a range of Behavioral Economics factors on Strategies of Digital Marketing, evaluation of strategies and deformation of it into highly prospective marketing strategies. The different forms of behavioral prospects all lead to the succeeding two main results. First, the steadiness of the economic dynamics in a currency union be contingent fatefully on the level of economic incorporation. More economic incorporation leads to more steady economic dynamics. Electronic word-of-mouth (eWOM) is “all casual communications focused at consumers through Internet-based technology connected to the usage or characteristics of specific properties and services or their venders.” eWOM can take many methods, the most significant one being online analyses. Writing this paper, 72 articles have been gathered, focusing on the title and the aim of the article from research search engines like Google Scholar, Web of Science, and PubMed. Recent research in strategic management and marketing proposes that markets should not be viewed as a given and deterministic setting, exogenous to the firm. Instead, firms are progressively abstracted as dynamic inventors of market prospects. The use of new technologies touches all spheres of the modern lifestyle. Social and economic life becomes unbearable without fast, applicable, first-class and fitting material. Psychology and economics (together known as behavioral economics) are two protruding disciplines underlying many theories in marketing. The wide marketing works papers consumers’ none balanced behavior even though behavioral biases might not continuously be steadily called or officially labeled. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=behavioral%20economics" title="behavioral economics">behavioral economics</a>, <a href="https://publications.waset.org/abstracts/search?q=digital%20marketing" title=" digital marketing"> digital marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20strategy" title=" marketing strategy"> marketing strategy</a>, <a href="https://publications.waset.org/abstracts/search?q=high%20impact%20strategies" title=" high impact strategies"> high impact strategies</a> </p> <a href="https://publications.waset.org/abstracts/143196/evaluation-of-digital-marketing-strategies-by-behavioral-economics" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/143196.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">183</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8272</span> Some Aspects of Social Media Marketing (Georgian Case) </h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Nugzar%20Todua">Nugzar Todua</a>, <a href="https://publications.waset.org/abstracts/search?q=Charita%20Jashi"> Charita Jashi </a> </p> <p class="card-text"><strong>Abstract:</strong></p> This paper is focusing on the attitude of Georgian consumers toward social media, influence of social media on consumer buying behavior. The purpose of this paper is to explore the impact and usage of social media marketing strategies for Georgian companies and consumers in the new reality of Georgia. There is a lack of research on social media marketing in Georgia, especially the topic which analyzes the possible purchase influence of consumers. The result of marketing research has revealed that social webs are mostly used by Georgian consumers, but they have little impact on the buying decision. The research method was exploratory in nature in the sense that there is no previous academic research about consumers’ attitude towards social media marketing. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=marketing%20research" title="marketing research">marketing research</a>, <a href="https://publications.waset.org/abstracts/search?q=purchasing%20behavior" title=" purchasing behavior"> purchasing behavior</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20media%20marketing" title=" social media marketing"> social media marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20networking%20sites" title=" social networking sites"> social networking sites</a> </p> <a href="https://publications.waset.org/abstracts/18067/some-aspects-of-social-media-marketing-georgian-case" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/18067.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">516</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8271</span> The Impacts of Cultural Differences on Consumer Behavior when Multinational Corporations Enter the Chinese Market</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Xue%20Junwei">Xue Junwei</a> </p> <p class="card-text"><strong>Abstract:</strong></p> In the global economy, multinational corporations face challenges due to cultural differences impacting consumer behavior. Understanding these influences is vital for effective business decisions in the Chinese market. This study aims to analyze how cultural differences affect consumer behavior when multinational corporations enter the Chinese market, using cultural dimensions theory to derive marketing mix strategies. The study employs statistical analysis of cultural dimensions to investigate the impact on consumer behavior and derive marketing strategies for multinational corporations entering the Chinese market. Furthermore, this study enhances the study by incorporating qualitative data to complement the statistical analysis, providing a more comprehensive understanding of cultural impacts on consumer behavior. The study reveals significant implications of cultural differences on consumer behavior and provides insights into tailored marketing mix strategies for multinational corporations in the Chinese market. This research contributes to the theoretical understanding of how cultural dimensions influence consumer behavior and provides practical implications for multinational corporations entering the Chinese market. Data on cultural dimensions are collected and analyzed statistically and qualitatively to understand their impact on consumer behavior and derive effective marketing strategies. This study concludes that cultural differences have a profound impact on consumer behavior in the Chinese market, and understanding these nuances is crucial for the success of multinational corporations. Tailored marketing strategies are essential for navigating these cultural challenges. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=marketing" title="marketing">marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=multinational%20company" title=" multinational company"> multinational company</a>, <a href="https://publications.waset.org/abstracts/search?q=globalization" title=" globalization"> globalization</a>, <a href="https://publications.waset.org/abstracts/search?q=cultural%20differences" title=" cultural differences"> cultural differences</a> </p> <a href="https://publications.waset.org/abstracts/194160/the-impacts-of-cultural-differences-on-consumer-behavior-when-multinational-corporations-enter-the-chinese-market" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/194160.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">4</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8270</span> Towards Understanding Arab Consumer’s Response to Foreign Marketing: An Empirical Evidence from Libya</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Izzudin%20Busnaina">Izzudin Busnaina</a> </p> <p class="card-text"><strong>Abstract:</strong></p> An important question for marketers in the international arena is whether the consumer’s responses (i.e., sentiment and behavioral aspects) toward the global marketing programs in developing countries depend on culture. In a study representing a large sample of consumers and four different home appliances country-of-origin global operators in Libya, the author explores the potential role of culture on Arab consumers' responses toward foreign marketing programs. Results indicate that although the foreign companies have a tendency to adopted standardization perspective, this does not impact on consumers’ responses in a single cultural context toward marketing. The findings reveal that buying behavior was more a function of individual difference than of national cultural context. Further, the results suggest that for mainstream home appliances, segmenting on the basis of nationality is probably unnecessary and that a standardized approach would likely be successful across an increasingly relevant Arab world; and that continuing perceptions of Arab insularity are likely to be misplaced. Faced with the effectiveness of globally efficient marketing programs, local manufacturers would need to work hard to identify particular niche segments where a culturally-specific appeal might be more successful. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=arab%20world" title="arab world">arab world</a>, <a href="https://publications.waset.org/abstracts/search?q=buyer%E2%80%99s%20characteristics" title=" buyer’s characteristics"> buyer’s characteristics</a>, <a href="https://publications.waset.org/abstracts/search?q=consumer%20behavior" title=" consumer behavior"> consumer behavior</a>, <a href="https://publications.waset.org/abstracts/search?q=home%20appliances" title=" home appliances"> home appliances</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20program" title=" marketing program "> marketing program </a> </p> <a href="https://publications.waset.org/abstracts/22781/towards-understanding-arab-consumers-response-to-foreign-marketing-an-empirical-evidence-from-libya" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/22781.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">396</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8269</span> Protocol for Consumer Research in Academia for Community Marketing Campaigns</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Agnes%20J.%20Otjen">Agnes J. Otjen</a>, <a href="https://publications.waset.org/abstracts/search?q=Sarah%20Keller"> Sarah Keller</a> </p> <p class="card-text"><strong>Abstract:</strong></p> A Montana university has used applied consumer research in experiential learning with non-profit clients for over a decade. Through trial and error, a successful protocol has been established from problem statement through formative research to integrated marketing campaign execution. In this paper, we describe the protocol and its applications. Analysis was completed to determine the effectiveness of the campaigns and the results of how pre- and post-consumer research mark societal change because of media. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=consumer" title="consumer">consumer</a>, <a href="https://publications.waset.org/abstracts/search?q=research" title=" research"> research</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=communications" title=" communications"> communications</a> </p> <a href="https://publications.waset.org/abstracts/157717/protocol-for-consumer-research-in-academia-for-community-marketing-campaigns" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/157717.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">137</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8268</span> Digital Marketing Maturity Models: Overview and Comparison</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Elina%20Bakhtieva">Elina Bakhtieva</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The variety of available digital tools, strategies and activities might confuse and disorient even an experienced marketer. This applies in particular to B2B companies, which are usually less flexible in uptaking of digital technology than B2C companies. B2B companies are lacking a framework that corresponds to the specifics of the B2B business, and which helps to evaluate a company’s capabilities and to choose an appropriate path. A B2B digital marketing maturity model helps to fill this gap. However, modern marketing offers no widely approved digital marketing maturity model, and thus, some marketing institutions provide their own tools. The purpose of this paper is building an optimized B2B digital marketing maturity model based on a SWOT (strengths, weaknesses, opportunities, and threats) analysis of existing models. The current study provides an analytical review of the existing digital marketing maturity models with open access. The results of the research are twofold. First, the provided SWOT analysis outlines the main advantages and disadvantages of existing models. Secondly, the strengths of existing digital marketing maturity models, helps to identify the main characteristics and the structure of an optimized B2B digital marketing maturity model. The research findings indicate that only one out of three analyzed models could be used as a separate tool. This study is among the first examining the use of maturity models in digital marketing. It helps businesses to choose between the existing digital marketing models, the most effective one. Moreover, it creates a base for future research on digital marketing maturity models. This study contributes to the emerging B2B digital marketing literature by providing a SWOT analysis of the existing digital marketing maturity models and suggesting a structure and main characteristics of an optimized B2B digital marketing maturity model. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=B2B%20digital%20marketing%20strategy" title="B2B digital marketing strategy">B2B digital marketing strategy</a>, <a href="https://publications.waset.org/abstracts/search?q=digital%20marketing" title=" digital marketing"> digital marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=digital%20marketing%20maturity%20model" title=" digital marketing maturity model"> digital marketing maturity model</a>, <a href="https://publications.waset.org/abstracts/search?q=SWOT%20analysis" title=" SWOT analysis"> SWOT analysis</a> </p> <a href="https://publications.waset.org/abstracts/58290/digital-marketing-maturity-models-overview-and-comparison" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/58290.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">344</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8267</span> Impact of Experience-Oriented Marketing on the Buying Behaviour of the Consumers: An Application in Konya Selcuk University</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Ebru%20Esen">Ebru Esen</a>, <a href="https://publications.waset.org/abstracts/search?q=%C3%96mer%20Akkaya"> Ömer Akkaya</a>, <a href="https://publications.waset.org/abstracts/search?q=Nattanan%20Pankrobkaew"> Nattanan Pankrobkaew</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Though the experience concept found its place in the field of marketing in 1982, it is today in front of us as an important phenomenon in understanding the consumer behaviours. In parallel with the globalization and intensification of the competition, the enterprises have been in an effort to provide unique experiences for their consumers by going beyond providing services with the products. In this context, experience-oriented marketing enables the enterprises to use the marketing strategies of providing experiences for their customers and to have advantages in terms of competition. Based on it, this article discusses the concepts of experience, experience-oriented marketing and buying behaviour of consumers as a whole, and details about the application conducted in Konya Selcuklu University. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=experience" title="experience">experience</a>, <a href="https://publications.waset.org/abstracts/search?q=experience%20marketing" title=" experience marketing"> experience marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=buying%20behaviour%20of%20consumers" title=" buying behaviour of consumers"> buying behaviour of consumers</a> </p> <a href="https://publications.waset.org/abstracts/32362/impact-of-experience-oriented-marketing-on-the-buying-behaviour-of-the-consumers-an-application-in-konya-selcuk-university" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/32362.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">314</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8266</span> Power of Sales and Marketing in Electronics Engineering with E-commerce: Connecting the Circuits</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Muhammad%20Awais%20Kiani">Muhammad Awais Kiani</a>, <a href="https://publications.waset.org/abstracts/search?q=Maryam%20Kiani"> Maryam Kiani</a> </p> <p class="card-text"><strong>Abstract:</strong></p> In today's digital age, the field of electronics engineering is experiencing unprecedented growth and innovation. To keep pace with this rapidly evolving industry, effective sales and marketing strategies are crucial, especially when combined with the power of e-commerce. This study explores the significance of integrating sales and marketing techniques with e-commerce platforms in the context of electronics engineering. It highlights the benefits, challenges, and best practices in leveraging e-commerce for sales and marketing in this industry. By embracing e-commerce, electronics engineering companies can reach a wider customer base, enhance brand visibility, and personalize customer experiences. Furthermore, this abstract delves into the importance of utilizing digital marketing tools such as search engine optimization (SEO), social media marketing, and content creation to optimize online sales. Therefore, this research aims to provide insights and recommendations for electronics engineering professionals to effectively navigate the dynamic landscape of sales and marketing in conjunction with e-commerce. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=electronics%20engineering" title="electronics engineering">electronics engineering</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=sales" title=" sales"> sales</a>, <a href="https://publications.waset.org/abstracts/search?q=E-commerce" title=" E-commerce"> E-commerce</a> </p> <a href="https://publications.waset.org/abstracts/175612/power-of-sales-and-marketing-in-electronics-engineering-with-e-commerce-connecting-the-circuits" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/175612.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">75</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8265</span> Marketing in the Age of Artificial Intelligence: Implications for Consumption Patterns of Halal Food</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Djermani%20Farouk">Djermani Farouk</a>, <a href="https://publications.waset.org/abstracts/search?q=Sri%20Rahayu%20Hijrah%20Hati"> Sri Rahayu Hijrah Hati</a>, <a href="https://publications.waset.org/abstracts/search?q=Fenitra%20Maminirin"> Fenitra Maminirin</a>, <a href="https://publications.waset.org/abstracts/search?q=Permata%20Wulandari"> Permata Wulandari</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This study investigates the implications of Artificial Intelligence Marketing (AIM) marketing mix (PRD) Product, (PRC) Price, (PRM), Promotion and (PLC) Place on consumption patterns of halal food (CPHF). A quantitative approach was adopted in this study and responses were obtained from 350 Indonesian consumers. Using Partial Least Squares-Structural Equation Modeling (PLS-SEM), the results show that there is a direct support of marketing mix (PRD, PRC, PLC) to AIM and CPHF, while PRM does not play a significant role in CPHF. In addition, the findings reveal that AIM mediates significantly the relationship between PLC, PRC and PRM and CPHF, while AIM indicates no mediation between PRD and CPHF. Indonesian consumer’s exhibit serious concerns with consumption patterns of halal food. it is recommended that managers focus their attention on marketing strategies to predict consumer behavior in terms of consumption patterns of halal food through the integration of AIM. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=marketing%20mix" title="marketing mix">marketing mix</a>, <a href="https://publications.waset.org/abstracts/search?q=consumption%20patterns" title=" consumption patterns"> consumption patterns</a>, <a href="https://publications.waset.org/abstracts/search?q=artificial%20intelligence%20marketing" title=" artificial intelligence marketing"> artificial intelligence marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=Halal%20food" title=" Halal food"> Halal food</a> </p> <a href="https://publications.waset.org/abstracts/190071/marketing-in-the-age-of-artificial-intelligence-implications-for-consumption-patterns-of-halal-food" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/190071.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">33</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8264</span> A Destination Marketing Study on Capitalising on the Cultural Link between Ireland and North America Using Social Media</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Colm%20Barcoe">Colm Barcoe</a>, <a href="https://publications.waset.org/abstracts/search?q=Garvan%20Whelan"> Garvan Whelan</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This study examines how a destination marketing organisation can use social media channels to engage the interests of the US and Canadian markets in a way that maximises the number of visits (and revisits) to Ireland. The research reveals how the cultural link between Ireland and North America is exploited through the use of social media strategies. The findings are based on quantitative and qualitative empirical data obtained through a survey of North American holidaymakers in the pre, during and post trip phases coupled with in-depth interviews of 20 industry experts who are responsible for the implementation of relationship marketing strategies for this segment. The qualitative data was analysed using Netnography in order to provide insights into the effectiveness of various social media channels in developing cultural links between Ireland and North American tourists. The findings of this investigation will extend an under-researched body of literature pertaining to Ireland and North America. The empirical evidence of this study will be of value to both academics and industry practitioners. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=Ireland" title="Ireland">Ireland</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=North%20America" title=" North America"> North America</a>, <a href="https://publications.waset.org/abstracts/search?q=relationship" title=" relationship"> relationship</a>, <a href="https://publications.waset.org/abstracts/search?q=strategies" title=" strategies"> strategies</a> </p> <a href="https://publications.waset.org/abstracts/89173/a-destination-marketing-study-on-capitalising-on-the-cultural-link-between-ireland-and-north-america-using-social-media" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/89173.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">184</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8263</span> Investigating the Use of Social Media Channels When Capitalising on Ireland’s Appearance in US TV and Movies: A Digital Marketing Campaign</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Colm%20Barcoe">Colm Barcoe</a>, <a href="https://publications.waset.org/abstracts/search?q=Garvan%20Whelan"> Garvan Whelan</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The purpose of this paper is to investigate the impact that US TV and movies have had on Irish tourism. This study examines how a destination marketing organisation (DMO) can use social media channels to capitalise upon the opportunities created by film tourism as it pertains to North American TV and movie productions. The findings are based on a combination of two qualitative methods, in-depth interviews with 20 industry professionals and a Netnographic analysis of social media activity between Tourism Ireland and the North American audience on Facebook and Twitter. The qualitative data were analysed in order to provide insights into the effectiveness of using North American pop culture as part of a digital marketing strategy when creating awareness of Ireland as a brand in the US and Canada. This study addresses a gap in the literature in relation to the use of social media when attracting the North American holidaymaker to Ireland. The findings from this investigation will extend an under-researched body of literature pertaining to Ireland as a destination and the successful digital marketing campaigns that have achieved exponential growth in this sector over the past five years. The empirical evidence presented also illustrates how the innovative use of social media has assisted the DMO to engage with the North American holidaymaker as part of an effective digital marketing strategy. This paper will be of value to academics and industry practitioners interested in film-induced tourism and indeed tourism in general, as well as students. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=digital%20marketing" title="digital marketing">digital marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=tourism" title=" tourism"> tourism</a>, <a href="https://publications.waset.org/abstracts/search?q=strategies" title=" strategies"> strategies</a>, <a href="https://publications.waset.org/abstracts/search?q=movies" title=" movies"> movies</a>, <a href="https://publications.waset.org/abstracts/search?q=US%20TV" title=" US TV"> US TV</a> </p> <a href="https://publications.waset.org/abstracts/89187/investigating-the-use-of-social-media-channels-when-capitalising-on-irelands-appearance-in-us-tv-and-movies-a-digital-marketing-campaign" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/89187.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">255</span> </span> </div> </div> <ul class="pagination"> <li class="page-item disabled"><span class="page-link">&lsaquo;</span></li> <li class="page-item active"><span class="page-link">1</span></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=successful%20marketing%20strategies&page=2">2</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=successful%20marketing%20strategies&page=3">3</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=successful%20marketing%20strategies&page=4">4</a></li> <li class="page-item"><a class="page-link" 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