A Method for the Construction of Customer Behavioral Modeling Knowledge for B2B Event Marketing Strategy

Ozawa, Takumi; Sekiguchi, Akiyuki; Tsuda, Kazuhiko

doi:10.1016/j.procs.2017.08.027

Cited by 4 publications

(1 citation statement)

References 14 publications

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“…Market-resistant consumers do not engage in culturally established ritualized marketplace behaviors. Ozawa et al (2017) explored collaborations between offline and online event marketing. They recommended personalized invitations and creating a session registration page on the event's website.…”

Section: Research Modelmentioning

confidence: 99%

Library collections promotion for preadolescents using social media marketing strategies

Yang²

2021

LHT

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PurposeThis study aims to explore preadolescents' opinions of the social media marketing strategies hosted by libraries to promote collections.Design/methodology/approachAn experimental Facebook page was created with posts containing interesting animations, games and book recommendations. A questionnaire survey was administered to 262 preadolescents between 11 and 13 years old to seek their opinions about the posts, and confirmatory factor analysis was used to measure their acceptance of the marketing strategies.FindingsThe authors examined the effects of five marketing strategies: word-of-mouth marketing, buzz marketing, event marketing, viral marketing and gamification marketing. In terms of sharing, word-of-mouth marketing proved the most popular, followed by buzz marketing. Participants were least accepting of viral marketing. The authors found that gamification marketing resulted in higher engagement than did event marketing. The preadolescent participants preferred engagement marketing strategies over information sharing strategies.Originality/valueAccording to the uses and gratification theory, preadolescents seek, share and engage with information in ways that differ from other age groups. With specific reference to hedonic engagement by preadolescents, the authors built a two-fold model to describe the information-seeking behaviors of preadolescents from the perspective of marketing strategies. The study findings indicate that librarians who use Facebook to promote library collections should first employ gamification and word-of-mouth marketing to build trust with preadolescent users. Event and buzz marketing will then be more effective when applied within the context of this trust.

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Section: Research Modelmentioning

confidence: 99%