WILL DOING A LOT OF PROMOTIONS HELP INCREASE IMAGE AND CONSUMER APPEAL?
Keywords:
promotion , company , image, consumer , appealAbstract
The rapid development in the world of marketing shows that promotion is not only a tool to increase sales, but also has a significant impact on the company's image and consumer appeal. The fundamental question arises: whether by doing a lot of promotion, companies can effectively improve their image and strengthen the appeal to consumers. This study aims to investigate whether the intensity of promotion contributes to the improvement of company image and consumer appeal. By focusing on the relationship between promotion frequency and consumer perception, this study aims to provide a deeper understanding of the effects of promotion on company image and the extent to which it affects consumer appeal. This study uses a Systematic Literature Review (SLR) approach to collect and analyze related research findings from various literature sources. Taking into account empirical research, consumer theory, and corporate case studies, the study details the impact of promotion on corporate image and consumer appeal. Analysis of the literature reveals that promotions done wisely can make a positive contribution to improving a company's image and consumer appeal. The right frequency of promotions, consistent messaging, and timeliness are key factors in shaping consumers' positive perception of the brand. However, keep in mind that excessive or irrelevant promotions can result in negative impacts, such as consumer fatigue and decreased trust.
Downloads
References
Ahmad, A. H., Idris, I., Mason, C., & Chow, S. K. (2019). The impact of young celebrity endorsements in social media advertisements and brand image towards the purchase intention of young consumers. International Journal of Financial Research, 10(5), 54–65. https://doi.org/10.5430/ijfr.v10n5p54
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Building influencers’ credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer. Journal of Retailing and Consumer Services, 61. https://doi.org/10.1016/j.jretconser.2021.102585
Brathwaite, K. N., & DeAndrea, D. C. (2022). BoPopriation: How self-promotion and corporate commodification can undermine the body positivity (BoPo) movement on Instagram. Communication Monographs, 89(1), 25–46. https://doi.org/10.1080/03637751.2021.1925939
Chawla, Y., & Chodak, G. (2021). Social media marketing for businesses: Organic promotions of web-links on Facebook. Journal of Business Research, 135, 49–65. https://doi.org/10.1016/j.jbusres.2021.06.020.
Dikson Silitonga, Siti Alfia Ayu Rohmayanti, Zaenal Aripin, Dadi Kuswandi, Arif Budi Sulistyo.(2023). Edge Computing in E-commerce Business: Economic Impacts and Advantages of Scalable Information Systems.EAI Endorsed Transactions on Scalable Information Systems.V.1.11.
Gerstell, E., Marchessou, S., Schmidt, J., & Spagnuolo, E. (2020). How COVID-19 is changing the world of beauty. McKinsey & Company, Consumer Packaged Goods Practice, 1(May), 1–8.
Gómez-Rico, M., Molina-Collado, A., Santos-Vijande, M. L., Molina-Collado, M. V., & Imhoff, B. (2023). The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries. Current Psychology, 42(15), 12711–12727. https://doi.org/10.1007/s12144-021-02656-w
Hartanto, Y., Firmansyah, M. A., & Adhrianti, L. (2022). Implementation Digital Marketing Pesona 88 Curup in to Build Image for the Decision of Visit Tourist Attraction. Proceedings of the 4th Social and Humanities Research Symposium (SoRes 2021), 658(SoRes 2021), 589–594. https://doi.org/10.2991/assehr.k.220407.121
Hartmann, T., Jahnke, B., & Hamm, U. (2021). Making ugly food beautiful: Consumer barriers to purchase and marketing options for Suboptimal Food at retail level – A systematic review. Food Quality and Preference, 90, 104179. https://doi.org/10.1016/j.foodqual.2021.104179
Hoang Tien, N., Jiminez Santural Jose, R., Phuong Mai, N., Tien Dung, H., Thi Hoang Oanh, N., & Huynh Phuoc, N. (2020). Digital marketing strategy of GUMAC and HNOSS in Vietnam fashion market international journal of multidisciplinary education and research digital marketing strategy of GUMAC and HNOSS in Vietnam fashion market. International Journal of Multidisciplinary Education and Research, 5(July). https://www.researchgate.net/publication/342752380
Khairi, M., & Darmawan, D. (2021). The Relationship between Destination Attractiveness, Location, Tourism Facilities, and Revisit Intentions. Journal of Marketing and Business Research, 1(1), 39–50.
Khalayleh, M. A., & Al-Hawary, S. I. S. (2022). The impact of digital content of marketing mix on marketing performance: An experimental study at five-star hotels in Jordan. International Journal of Data and Network Science, 6(4), 1023–1032. https://doi.org/10.5267/j.ijdns.2022.8.008
Khan, M. M., Memon, Z., & Kumar, S. (2019). Celebrity Endorsement and Purchase Intentions : The Role of Perceived Quality and Brand Loyalty. Market Forces College of Management Sciences Volume, 14(2), 99–120. https://ssrn.com/abstract=3670188
Kristanti, F. T., Salim, D. F., Indrasari, A., & Aripin, Z. (2022). a Stolck Polrtfolliol Stratelgy in thel Midst olf thel Colvid-19: Casel olf Indolnelsia. Jolurnal olf Elastelrn Elurolpelan and Celntral Asian Relselarch, 9(3), 422–433. https://doli.olrg/10.15549/jelelcar.v9i3.822
Nurhandayani, A., Syarief, R., Syarief, R., & Najib, M. (2019). The Impact of Social Media Influencer and Brand Images to Purchase Intention. Universitas Brawijaya Journal of Applied Management (JAM), 17(4), 650–661. http://dx.
Rusthollkarhu, S., Toukola, S., Aarikka-Stenroos, L., & Mahlamäki, T. (2022). Managing B2B customer journeys in digital era: Four management activities with artificial intelligence-empowered tools. Industrial Marketing Management, 104(February 2021), 241–257. https://doi.org/10.1016/j.indmarman.2022.04.014
Rybaczewska, M., Sparks, L., & Sułkowski, Ł. (2020). Consumers’ purchase decisions and employer image. Journal of Retailing and Consumer Services, 55(April), 0–7. https://doi.org/10.1016/j.jretconser.2020.102123
Sanny, L., Arina, A. N., Maulidy, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139–2146. https://doi.org/10.5267/j.msl.2020.3.022
Septa Diana Nabella. (2021). Improve Consumer Purchasing Decisions Through Quality of Service, Promotion And Quality of Information At PT. Ng Tech Supplies. International Journal of Science, Technology & Management, 2(3), 880–889. https://doi.org/10.46729/ijstm.v2i3.210
Soegoto, E. S., & Utomo, A. T. (2019). Marketing Strategy Through Social Media. IOP Conference Series: Materials Science and Engineering, 662(3). https://doi.org/10.1088/1757-899X/662/3/032040
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Wahyuni, Y., Khairani Husna, F., Haway, F., Aulia Ramadhan, H., & Sinta, I. (2023). Factors Influencing Sales Decisions and Their Impact on Micro, Small and Medium Enterprises in Bravo Photocopy Business Blang Pulo Village. International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET), 2(3), 1242–1248. https://doi.org/10.54443/ijset.v2i3.126.
Bermejo, J. F., Fernández, J. F. G., Polo, F. O., & Márquez, A. C. (2019). A review of the use of artificial neural network models for energy and reliability prediction. A study of the solar PV, hydraulic and wind energy sources. Applied Sciences (Switzerland), 9(9). https://doi.org/10.3390/app9091844
Bunod, R., Augstburger, E., Brasnu, E., Labbe, A., & Baudouin, C. (2022). Artificial intelligence and glaucoma: A literature review. Journal Francais d’Ophtalmologie, 45(2), 216–232. https://doi.org/10.1016/j.jfo.2021.11.002
Dash, R., Rebman, C., & Kar, U. K. (2019). Application of Artificial Intelligence in Automation of Supply Chain Management. Journal of Strategic Innovation and Sustainability, 14(3), 43–53. https://doi.org/10.33423/jsis.v14i3.2105
Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. https://doi.org/10.1007/s11747-019-00696-0
Dikson Silitonga, Siti Alfia Ayu Rohmayanti, Zaenal Aripin, Dadi Kuswandi, Arif Budi Sulistyo.(2023). Edge Computing in E-commerce Business: Economic Impacts and Advantages of Scalable Information Systems.EAI Endorsed Transactions on Scalable Information Systems.V.1.11.
Eriksson, T., Bigi, A., & Bonera, M. (2020). Think with me, or think for me? On the future role of artificial intelligence in marketing strategy formulation. TQM Journal, 32(4), 795–814. https://doi.org/10.1108/TQM-12-2019-0303
Guo, X., Shen, Z., Zhang, Y., & Wu, T. (2019). Review on the application of artificial intelligence in smart homes. Smart Cities, 2(3), 402–420. https://doi.org/10.3390/smartcities2030025
Himeur, Y., Ghanem, K., Alsalemi, A., Bensaali, F., & Amira, A. (2021). Artificial intelligence based anomaly detection of energy consumption in buildings: A review, current trends and new perspectives. Applied Energy, 287(February), 116601. https://doi.org/10.1016/j.apenergy.2021.116601
Huang, M. H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30–50. https://doi.org/10.1007/s11747-020-00749-9.
Kristanti, F. T., Salim, D. F., Indrasari, A., & Aripin, Z. (2022). a Stolck Polrtfolliol Stratelgy in thel Midst olf thel Colvid-19: Casel olf Indolnelsia. Jolurnal olf Elastelrn Elurolpelan and Celntral Asian Relselarch, 9(3), 422–433. https://doli.olrg/10.15549/jelelcar.v9i3.822
Onile, A. E., Machlev, R., Petlenkov, E., Levron, Y., & Belikov, J. (2021). Uses of the digital twins concept for energy services, intelligent recommendation systems, and demand side management: A review. Energy Reports, 7, 997–1015. https://doi.org/10.1016/j.egyr.2021.01.090
Perez-Vega, R., Kaartemo, V., Lages, C. R., Borghei Razavi, N., & Männistö, J. (2021). Reshaping the contexts of online customer engagement behavior via artificial intelligence: A conceptual framework. Journal of Business Research, 129(November 2020), 902–910. https://doi.org/10.1016/j.jbusres.2020.11.002
Praful Bharadiya, J. (2023). A Comparative Study of Business Intelligence and Artificial Intelligence with Big Data Analytics. American Journal of Artificial Intelligence, June. https://doi.org/10.11648/j.ajai.20230701.14
Rathore, D. B. (2023). Digital Transformation 4.0: Integration of Artificial Intelligence & Metaverse in Marketing. Eduzone : International Peer Reviewed/Refereed Academic Multidisciplinary Journal, 12(01), 42–48. https://doi.org/10.56614/eiprmj.v12i1y23.248
Saura, J. R., Ribeiro-Soriano, D., & Palacios-Marqués, D. (2021). Setting B2B digital marketing in artificial intelligence-based CRMs: A review and directions for future research. Industrial Marketing Management, 98(January), 161–178. https://doi.org/10.1016/j.indmarman.2021.08.006
Society, V. E. (2023). Cite as : ChatGPT and similar generative Artificial Intelligence ( AI ) for smart industry : role , Nitin Liladhar Rane.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Sugiyono. (2018). Metode Penelitian Kuantitatif. Alfabeta.
Ullah, I., Raza, B., Malik, A. K., Imran, M., Islam, S. U., & Kim, S. W. (2019). A Churn Prediction Model Using Random Forest: Analysis of Machine Learning Techniques for Churn Prediction and Factor Identification in Telecom Sector. IEEE Access, 7, 60134–60149. https://doi.org/10.1109/ACCESS.2019.2914999
Verma, S., Sharma, R., Deb, S., & Maitra, D. (2021). Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, 1(1), 100002. https://doi.org/10.1016/j.jjimei.2020.100002
Wisetsri, W., S, R. T., Julie Aarthy, C. C., Thakur, V., Pandey, D., & Gulati, K. (2021). Systematic Analysis and Future Research Directions in Artificial Intelligence for Marketing. Turkish Journal of Computer and Mathematics Education, 12(11), 43–55.
Z Aripin, V Paramarta, Kosasih. (2023) . Utilizing Internet of Things (IOT)-based Design for Consumer Loyalty: A Digital System Integration. Jurnal Penelitian Pendidikan IPA 9 (10), 8650-8655, 2023.
ZAENAL ARIPIN, KOSASIH, VIP PARAMARTA (2023). ANALYSIS OF MOTIVATION AND PERCEPTION OF BECOMING A BANK CUSTOMER BETWEEN PARENTS (MOTHERS AND FATHERS) AND THEIR TEENAGE CHILDREN. VOL. 1 NO. 1 (2023): KISA INSTITUTE - DECEMBER.
ZAENAL ARIPIN, KOSASIH, VIP PARAMARTA (2023). THE INFLUENCE OF INTERNAL ENVIRONMENTAL UNCERTAINTY ON LOYALTY IN BANKING. VOL. 1 NO. 1 (2023): JESOCIN - DECEMBER.
ZAENAL ARIPIN, KOSASIH, VIP PARAMARTA (2023). A THE INFLUENCE OF CUSTOMER EXPECTATIONS ON BANK SERVICE PERFORMANCE AND BANK CUSTOMER SATISFACTION AND ITS EFFECT ON CUSTOMER TRUST. VOL. 1 NO. 1 (2023): JESOCIN - DECEMBER.
ZAENAL ARIPIN, VIP PARAMARTA, KOSASIH (2023). Post Covid-19 Pandemic New Marketing Theories and Practices Emerging from Innovations in the Tourism Sector. VOL. 1 NO. 1 (2023): JESOCIN - DECEMBER.
Zaenal Aripin, kosasih, vip Paramarta (2023). THE INFLUENCE OF CUSTOMER EXPECTATIONS ON BANK SERVICE PERFORMANCE AND BANK CUSTOMER SATISFACTION AND ITS EFFECT ON CUSTOMER TRUST. VOL. 1 NO. 1 (2023): KRIEZACADEMY - DECEMBER.
Zaenal Aripin, Farida Yulianty, Fitriana (2023). A QUANTITATIVE PERFORMANCE MANAGEMENT FRAMEWORK TO IMPROVE COMMUNITY ECONOMY THROUGH OMNICHANNEL SUPPLY CHAIN: A CASE STUDY IN THE BANKING AND MARKETING INDUSTRY. VOL. 1 NO. 1 (2023): KRIEZACADEMY - DECEMBER.
Zaenal Aripin, Lili Adi Wibowo, Maya Ariyanti (2023). UTILIZATION OF ARTIFICIAL INTELLIGENCE SYSTEMS TO PREDICT CONSUMER BEHAVIOR. VOL. 1 NO. 1 (2023): Jesocin - DECEMBER.
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Zaenal Aripin, Eko Aristanto, Ngurah Made Novianha Pynatih (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
