Advancement in Management and Technology (AMT)

The Influence of Social Media on Consumer Behavior and Digital Marketing Strategies: A Comprehensive Review

Zhang Guoqiang, Amiya Bhaumik — Wed, 30 Oct 2024 00:00:00 +0000

Social media has assumed a significant part in marketing strategy. Social networking sites (SNS) serve as a tool for firms to establish direct communication and foster positive interactions with their consumers. A comprehensive analysis of many articles, research studies, reports, newspapers, magazines, and numerous websites has been conducted. India is undergoing a profound transformation towards digitalisation. Consumers are increasingly utilising the internet to seek the best deals from suppliers across India, as opposed to traditional ways. This study recognises that enterprises can significantly benefit from various Digital Marketing strategies, including search engine optimisation (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, e-commerce marketing, campaign marketing, social media marketing, social media optimisation, email marketing, display advertising, e-books, optical discs, and games, which are increasingly prevalent in our advancing technological landscape. It is evident that are all interconnected via WhatsApp and Facebook, and the growing utilisation of social media is generating new prospects for digital advertising firms to engage clients through digital platforms. Understanding customer motives is crucial, as it offers insight into the factors that drive people to generate content regarding a brand or shop. Digital marketing is economically efficient and significantly influences business performance. This study suggests that identifying the social media platforms used by a company's target market is crucial for ensuring the success of online marketing efforts. The efficacy of Internet marketing concerning various businesses can be evaluated. The study can be further expanded to compare internet marketing tactics particular to various organisations.

Customer Relationship Management and Performance of Agricultural Firms: A Moderating Effect of Technological Environment

Silas Gontur, Rufina Betzoom Tuamyil, Makrop Davireng, Habila Bako Dekom — Wed, 30 Oct 2024 00:00:00 +0000

Introduction: The agricultural sector is a vital component of economic development, wealth creation, and poverty alleviation in emerging countries, which impacts the possibility of sustained economic growth. Purpose: This research examines the influence of customer relationship management (CRM) on the performance metrics of agricultural enterprises in Plateau State, Nigeria, while emphasising the moderating role of the technological environment. Methodology: A quantitative approach was employed using a survey design. Data were collected from 286 agricultural firms through structural questionnaires; the answers were collected and evaluated employing the partial least squares structural equation modeling (PLS-SEM) method by means of Smart-PLS software to test the hypotheses. Findings: Contrary to expectations, the finding shows that CRM has no significant direct effect on the performance of small agricultural firms. However, the technological environment moderates the connection between CRM and the performance of agricultural firms, indicating that the effectiveness of CRM in enhancing firm performance is contingent upon the level of technological advancement. Results: This study adds to the literature by challenging the conventional wisdom that CRM invariably enhances firm performance. Contrary to existing research, this study reveals that CRM does not have a direct positive relationship with firm performance in the agricultural sector in Plateau State, Nigeria. Moreover, the findings highlight the crucial moderating effect of the technological environment in the CRM performance relationship, underscoring the importance of technological infrastructure in leveraging CRM within the agricultural sector and Nigerian environment. Conclusion: This study offers valuable insights into CRM effectiveness, providing key implications for agricultural firms, policymakers, and practitioners aiming to optimize CRM strategies and technological investments to enhance firm performance.

A Study on Consumer Behaviour and Preferences for Luxury and Affordable Cars in Gujarat

Twinkle Trivedi, Shivam Tibrewal, Darshit Vanpariya — Wed, 27 Nov 2024 00:00:00 +0000

Introduction: In India's car market, there is a striking coexistence of luxury manufacturers and value-based players. Methods: This research takes place in Gujarat, an area where the sale of luxury cars is outperforming other Indian states. A mixed-methods research methodology based on surveys and focus groups will be used to investigate the factors that determine the preferences of Gujarati consumers for luxury besides affordable cars. Results: Several factors were investigated, including the appeal of luxury brands, fuel economy concerns, safety, practical usage of cars, and the social effects of having a car, to understand consumer preferences for cars. The results are expected to offer practical guidance for the manufacturers and the marketers in better understanding the consumers in this emerging market. Conclusion: The motivation to purchase business cars shows some gender differences, whereas luxury car purchases reveal no significant gender disparity, with luxury goods users generally exhibiting similar needs.

Analysis of Intrinsic Work Motivation in Improving Employee Performance in Dapoer Rendang Riri MSME

Dorris Yadewani — Wed, 30 Oct 2024 00:00:00 +0000

This research is motivated by the importance of human resources for the sustainability of MSMEs, especially in the context of the competitive culinary industry. This study aims to analyze the effect of intrinsic work motivation on employee performance at the Dapur Rendang Riri MSME in Payakumbuh. Using a qualitative approach, this study involved in-depth interviews with employees and leaders of Dapur Rendang Riri. The results showed that the intrinsic work motivation of employees was quite high, marked by the presence of an internal drive to achieve achievements, recognition, and a sense of responsibility for work. This intrinsic motivation contributes positively to improving employee performance, which is reflected in product quality, production quantity, completion time, cost efficiency, and relationships between employees. This study concludes that intrinsic motivation is an important factor in improving employee performance at the Dapur Rendang Riri MSME. Therefore, companies need to continue to strive to create a conducive work environment and provide opportunities for employees to develop their potential.