Volume 8 Issue 1

For social media, the current problem is not the lack of knowledge or skills to create personalized campaigns, but the lack of time. With so many different ways to collect as much data from customers, it's impossible for one person to capture this data, discover information, and then set up automated marketing campaigns for each person. Artificial intelligence is the solution to this problem, which focuses on the exploitation of customer data and machine learning in marketing strategies to anticipate the next move of customers and improve its experience through customize content and automation. This article aims to understand in an explicit way how artificial intelligence works on social media to ensure the maximum automation of marketing.

This work examined carbonated beverage consumption among 303 UK university students (132 males, 171 females) and assessed their current beliefs concerning the personal carbonated beverage consumption and preferences. Participants completed a questionnaire that was constructed using an online survey service tool (Bristol Online Surveys). Two products from the Coca-Cola® Company and one product from the A.G. Barr Company were foremost, as the most preferred drinks among respondents. One tenth of the respondents are consuming a carbonated beverage at least once a day, among which one third consume at least two cans per drinking episode. The majority (53%) and (30%) consumed respectively a carbonated beverage once and twice a week. The responses demonstrated a higher tendency for females to use a straw to consume a carbonated beverage in comparison to males. The way drinks are presented seems to be of great significance to females. This study highlighted the current beliefs and preferences concerning the personal carbonated beverage consumption which can collectively help explain current consumption trends among UK university students. Carbonated beverage manufacturers can incorporate the findings of this work into future broader studies in order to better understand the market and the customer.

The study's objective was to understand the motivation and loyalty of online shoppers in South Africa, and to understand the process undertaken by online shoppers in procuring products and services online. The literature review covered benefits and factors that influence online shopping, online shopping behaviour and patterns, and products offering suitability for online sales. But, did not cover the consumers' view and approach to online shopping, and the deeper decisions engaged during the process of shopping online. The study utilised the qualitative approach and semi-structured interviews were used to extract data from online shoppers. The study found that online shoppers viewed shopping as utilitarian activity for acquiring products. The activity did not provide any enjoyment or opportunity for human interaction. Online shopping value proposition anchored on efficiency in getting best product information, offering variety and purchasing the products. The study identified gaps in the online shopping process that inhibits rate of adoption. Online stores should attend to end-to-end shopping experience to mitigate impact of the weak links in the process. The product fulfilment (delivery) and product returns policy provides an opportunity to improve the adoption of online shopping. The study identified key questions to be excavated further; a key recommendation would be to study how subsidising cost of data would impact online visits.

Despite the undeniable importance of color in advertising and marketing communication in general, the number of color impact studies in these areas is very scarce. Colors are one of the most important nonverbal signs for products. Therefore, the main purpose of this paper is to provide some basic guidance and knowledge on the use of color in communication in business culture. The importance of colors takes a significant value when it comes to product promotion and packaging. The function of colors to draw attention is to the fact that colors are the first important thing that attracts the attention of the consumer. The colors accepted by consumers are limited, however they play an important role in brand choice. The colors also draw the consumer's attention to packaging. The paper explores color perception in more detail, defines the emotional associations that particular colors evoke, and measures the perceived impact of color in marketing use. This study involved a primary research that was conducted in the form of a survey. The purpose of the research was to determine consumer awareness of the role and importance of color as a marketing tool in their decision-making process. The research examined the observation of certain colors and their impact on the recipient's thoughts and emotions. The marketing literature emphasizes the fact that colors attract the attention of customers, who seek to make a choice between several different brands. It has been proven that colors also serve as a communication tool with consumers. Therefore, colors have a profound impact on brand development.

The study investigates how sophisticated and advanced entrepreneurs are in terms of customer benefits (CB), and examines how entrepreneurs incorporate CB in products and unique value propositions. The basic CB set: functional, symbolic, experiential and cost, is expanded to an extensive array of 16 CB. It is found that all CB are generally already established or implemented. Some CB are well-known, common, well-implemented, and elementary to implement, while others are not. The implementation of certain CB may require original and innovative thought. Not all CB are well understood or grasped. A number of CB can still be exploited and developed further. It commonly occurred that one customer benefit was (mis)taken for another. Entrepreneurs are not necessarily well-trained and well-informed about CB, and generally have need of learning and developing further in terms of CB, and their application. CB are not that application-specific or -dependent. Many of the CB are possible for many of the entrepreneurs and their businesses. In many instances, the CB may imply further product extensions. Benefit composites are typical. Additional benefit intricacies include how quickly CB realize, co-existence and co-occurrence of CB, complications related to application of CB, and ethical and moral issues related to CB. Overall, a customer focus may imply a benefit focus.

Indonesia's tourism ministry is currently intensively using the online environment to promote many of Indonesia's favorite tourism destinations. Social media tools (Facebook, Instagram etc.) are very popular in today's Indonesia promotion tools. This research wants to test the relationship between social media promotion, attention, interest, searching, action to destination, and tourists' intention to share their experiences. With a survey research design applied to 200 tourists of Kei Island, East Indonesia, in the general model, the results found that social media destination promotion influences tourists' attention, and searching in a positive and significant manner; further, tourists' searching activity can influence their actions. The study also implied testing the gender as a control variable in a structural equation model and found that for female respondents, social media promotion has a positive and direct influence on the attention of these respondents.