Marketing strategy selection of referral reward under social network: RRWS, RRMS, or dual strategy?

2020 ◽  
Author(s):  
Mei Gao ◽  
Meng Zhao ◽  
Jinlei Qin
Keyword(s):  
Social Network ◽  
Marketing Strategy ◽  
Strategy Selection ◽  
Dual Strategy ◽  
Selection Of

Cancer Curricula for Secondary Schools: Making the Right Choice

1998 ◽  
Vol 28 (3) ◽  
pp. 593-602
Author(s):  
Paul E. Pezza
Keyword(s):  
Secondary Schools ◽  
Marketing Strategy ◽  
Cancer Education ◽  
Theoretical Perspective ◽  
American Cancer Society ◽  
Evaluation Methodology ◽  
The Political ◽  
Cancer Society ◽  
The Right ◽  
Selection Of

The American Cancer Society has produced and distributed for use in secondary schools a curriculum package entitled Right Choices. This article considers the development, testing, and marketing of the new cancer education program. Of particular interest is the selection of the theoretical perspective, evaluation methodology, and marketing strategy employed in its production, given the direction in which the field of health education is moving and the political context in which the curriculum has emerged. The author concludes that in selecting cancer prevention curricula for the schools, making the right choice may not be as simple as adopting what is available from the American Cancer Society. The case of Right Choices also serves to illuminate concerns about the American Cancer Society raised by others and bolsters the call for an examination of the organization's role in an effort to control cancer.

scholarly journals Application of social network analysis for determining the suitable social media influencers

2021 ◽  
Vol 10 (6) ◽  
pp. 348-354
Author(s):  
Mochamad Yudha Febrianta ◽  
Yusditira Yusditira ◽  
Sri Widianesty
Keyword(s):  
Social Media ◽  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
The Other ◽  
Social Media Marketing ◽  
Other Hand ◽  
The Social

Virtual Hotel Operator (VHO) trend is growing rapidly, especially in Indonesia. Two of the most popular VHO in Indonesia are OYO and RedDoorz, both have been competing to attain the first position. Both OYO and RedDoorz have their own social media marketing strategies. For example, OYO persuades other conventional hotels to collaborate and use the OYO platform in their businesses. On the other hand, RedDoorz was recorded as the most visited Virtual Hotel Operator Platform in 2019, based on the data of Konsumen Jakpat 2019. OYO and RedDoorz also utilize social media to promote their services such as Instagram and Twitter. For advertising their businesses in social media, OYO and RedDoorz often use some social media influencers or known as influencer social media marketing. Influencers should be able to effectively deliver the messages and influence people’s decisions to use the products or services they advertise. This study aims to further explore the social media marketing strategy employed by OYO and RedDoorz. The results of Social Network Analysis by using “oyoindonesia” and ‘reddoorz’ as keywords in social media Twitter showed that RedDoorz has a bigger social network and more users involved in spreading their information than OYO. On the other hand, OYO's official account on Twitter is more efficient in performing its function as marketing media.

scholarly journals Dior and digital storytelling: on the marketing of luxury brand narratives

2021 ◽  
Author(s):  
Emily Raymond
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Marketing Strategy ◽  
Digital Storytelling ◽  
Word Of Mouth ◽  
Postmodern Theory ◽  
Luxury Brand ◽  
Brand Communities

A postmodern theory and contemporary marketing strategy, digital storytelling is the virtual means by which a story can be organized. Less traditional to the beginning, middle and end of conventional narratives, this framework suggests that individuals connect the dots of a story by comparing their reading with others. To conceptualize this model within fashion, this paper follows Christian Dior’s Secret Garden campaign as it is broadcasted and diffused through Instagram and YouTube. Carried out by consumers’ interpretations as the story unfolds, this study aims to measure the interaction of media and audience within the parameters of social network analysis following Rihanna’s casting as Dior’s newest protagonist. Characterized by its hyperrealistic nature and speeded-up cultural tropes, this case underlines the epistemic shift for luxury brand communities today. As a result, this paper indicates the success of e-word-of-mouth marketing, and denotes the strength of fashion film as an illustrative medium of communication.

scholarly journals Dior and digital storytelling: on the marketing of luxury brand narratives

2021 ◽  
Author(s):  
Emily Raymond
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Marketing Strategy ◽  
Digital Storytelling ◽  
Word Of Mouth ◽  
Postmodern Theory ◽  
Luxury Brand ◽  
Brand Communities

A postmodern theory and contemporary marketing strategy, digital storytelling is the virtual means by which a story can be organized. Less traditional to the beginning, middle and end of conventional narratives, this framework suggests that individuals connect the dots of a story by comparing their reading with others. To conceptualize this model within fashion, this paper follows Christian Dior’s Secret Garden campaign as it is broadcasted and diffused through Instagram and YouTube. Carried out by consumers’ interpretations as the story unfolds, this study aims to measure the interaction of media and audience within the parameters of social network analysis following Rihanna’s casting as Dior’s newest protagonist. Characterized by its hyperrealistic nature and speeded-up cultural tropes, this case underlines the epistemic shift for luxury brand communities today. As a result, this paper indicates the success of e-word-of-mouth marketing, and denotes the strength of fashion film as an illustrative medium of communication.

INFORMATION REQUIREMENTS IN THE SELECTION OF INDONESIAN HIGHER EDUCATION INSTITUTIONS: EVIDENCE FROM EDUCATION EXPO VISITORS

2012 ◽  
Vol 02 (09) ◽  
pp. 26-30
Author(s):  
Arif Hartono
Keyword(s):  
Higher Education ◽  
Marketing Strategy ◽  
Higher Education Institutions ◽  
Teaching Quality ◽  
Policy Makers ◽  
Study Results ◽  
Perceived Importance ◽  
Quality Faculty ◽  
The City ◽  
Selection Of

This study examines the required information and its importance that used by visitors of an education expo to select Indonesian higher education (HE) institutions. The visitors were dominated by the final year students of high schools that are located in the city of Jakarta, Indonesia. The study also investigates preferred promotional tools considered effective by the visitors that influence their choice of Indonesian HE institutions. The results indicated that the top three (in order) of the required information that used by the visitors to select Indonesian HE institutions were scholarships offered, teaching quality and faculty accreditation. Teaching quality, faculty accreditation and scholarship were the top three factors (in order) to be perceived importance by the visitors in the choice of Indonesian HE institutions. Regarding, HE promotional tools considered the most effective that influenced the visitors in selecting Indonesian HE institutions were national television, university presentation and university website. The study results provide important insight for policy makers in Indonesian HE institutions to develop marketing strategy, particularly the strategy related to recruitment and advertising, due to the visitors are potential students of Indonesian HE institutions.

scholarly journals Understanding the suffering of a patient with an illness: signs, context and strategies

2012 ◽  
Vol 20 (3) ◽  
pp. 619-628 ◽  
Author(s):  
César Hueso Montoro ◽  
José Siles González ◽  
Manuel Amezcua ◽  
Candela Bonill de las Nieves ◽  
Sonia Pastor Montero ◽  
...  
Keyword(s):  
Social Network ◽  
Research Method ◽  
Primary Data ◽  
Secondary Research ◽  
Primary Data Source ◽  
Data Source ◽  
Multidimensional Process ◽  
Selection Of

The aim of this study is to understand the suffering of a patient with an illness, by using a secondary research method, that is, a qualitative meta-study. The primary data source of the meta-study includes "biographical reports". This project is based on a case study, in which the first-hand experiences of a patient with an illness were collected. The findings of the reports were compiled using the Archivos de la Memoria collection of the Index Foundation (Granada, Spain) and journals specialized in editing these materials. A selection of 20 biographical reports was targeted. The results of the meta-study show that suffering is a multidimensional process within a framework of ambiguous feelings. The suffering involves family and social network participation. Patients develop a range of strategies to overcome the illness. One of the effects is the fear of illness relapse or worsening.

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