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All Journal Jurnal Ad'ministrare: Jurnal Pemikiran Ilmiah dan Pendidikan Administrasi Perkantoran REFLEKSI EDUKATIKA Jurnal Ekonomi Islam Al-Urban: Jurnal Ekonomi Syariah dan Filantropi Islam Martabe : Jurnal Pengabdian Kepada Masyarakat NUSANTARA : Jurnal Ilmu Pengetahuan Sosial JURNAL MANAJEMEN BISNIS Jambura Accounting Review Widya Balina :Jurnal Ilmu Pendidikan dan Ekonomi PERSPEKTIF Jurnal Geuthee El-kahfi : Journal of Islamic economics Jurnal Ekonomi Syariah Pelita Bangsa Journal Of Business, Finance, and Economics (JBFE) CITIZEN: Jurnal Ilmiah Mulitidisiplin Indonesia Journal Islamic Economics Ad Diwan Tameh : Journal of Civil Engineering Jurnal Ad'ministrare Proceeding of The International Conference on Economics and Business Jurnal Manajemen Bisnis Kewirausahaan Jurnal Visi Manajemen (JVM) Proceeding National Conference Business, Management, and Accounting (NCBMA) The International Conference on Education, Social Sciences and Technology (ICESST) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Cakrawala: Jurnal Pengabdian Masyarakat Global Jurnal Mahasiswa Manajemen dan Akuntansi Jurnal Manajemen dan Ekonomi Kreatif Jurnal Ekonomi Islam Hukum dan Demokrasi (HD) Indonesian Economic Review Faedah: Jurnal Hasil Kegiatan Pengabdian Masyarakat Indonesia Master Manajemen Moneter : Jurnal Ekonomi dan Keuangan Studia Ekonomika International Journal of Management, Accounting & Finance Mu'amalatuna: Jurnal Ekonomi Syariah PUSAKA: Jurnal Pengabdian Masyarakat International Journal of Business, Marketing, Economics & Leadership International Journal of Business Law, Business Ethic, Business Comunication & Green Economics Journal of Economic and Leadership
Ruslaini, Ruslaini
Sekolah Tinggi Ilmu Ekonomi Kasih Bangsa
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Transportation Other

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Journal : International Journal of Business, Marketing, Economics

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The Power of Sequence: A Qualitative Analysis of Consumer Targeting and Spillover Effects in Social Media Advertising Eka Wahyu Kasih; Benardi Benardi; Ruslaini Ruslaini
International Journal of Business, Marketing, Economics & Leadership (IJBMEL) Vol. 1 No. 4 (2024): November : International Journal of Business, Marketing, Economics & Leadership
Publisher : LPPM STIE Kasih Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70142/ijbmel.v1i4.251

Abstract

This qualitative literature review titled "The Power of Sequence: A Qualitative Analysis of Consumer Targeting and Spillover Effects in Social Media Advertising" investigates the strategic interplay between consumer targeting, the sequencing of advertisements, and the resultant spillover effects within social media marketing. As social media platforms like Facebook and Twitter continue to evolve as vital advertising channels, understanding how to optimize consumer engagement through targeted strategies is essential for brands aiming to maximize their advertising returns. This review synthesizes existing literature on consumer behavior, advertisement sequencing, and information diffusion to establish a comprehensive framework for enhancing the effectiveness of social media campaigns. Findings indicate that strategic sequencing of advertisements can significantly enhance click-through rates and conversions by leveraging positive spillover effects. Moreover, the review identifies best practices for targeting specific demographic groups and suggests that an optimal sequence can lead to substantial budget savings in advertising expenditures. This study contributes valuable insights for marketers seeking to refine their social media advertising strategies and improve overall campaign performance, paving the way for future research in this rapidly evolving field.
Market Segmentation and Advertising Strategy in the Digital Age: A Qualitative Analysis of the Impact of Imperfect Targeting Masitah, Siti; Ruslaini
International Journal of Business, Marketing, Economics & Leadership (IJBMEL) Vol. 1 No. 3 (2024): August : International Journal of Business, Marketing, Economics & Leadership
Publisher : LPPM STIE Kasih Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70142/ijbmel.v1i3.298

Abstract

This study examines the impact of imperfect targeting on market segmentation and digital advertising strategies through a qualitative literature review. In the rapidly evolving digital era, consumer targeting accuracy has become a major challenge, especially with increasing data privacy regulations such as the GDPR. The study reveals that inaccurate targeting can reduce advertising effectiveness and intensify competition among companies to capture high-value consumers. Additionally, technological and regulatory barriers often hinder the achievement of optimal results in data-driven marketing strategies. However, technological innovations such as artificial intelligence (AI) and machine learning have the potential to improve targeting accuracy, thereby enhancing the outcomes of advertising campaigns. This research also highlights the need for balancing targeting efficiency with compliance to privacy regulations, as well as adopting more adaptive, value-based marketing approaches to foster long-term consumer relationships. These findings offer crucial insights for companies in devising advertising strategies within the dynamic and complex digital landscape.
Co-Authors A. Sigit Pramono Hadi Abdillah, Satria Yuda Abdul Rahman Abizar Abizar Abizar AGUS KURNIA Agustinus, Rendy Amalia, Yessica Amir Mukhlis Andrew Subhana Anggoro Sugeng Ardana, Pitharia Ariesta, Tierza Aryadita, Bimo Putra Asban, Asban Aslan, La Ode Muhammad Benardi Budi, M. Wahid Setio Cahyatih Kumandang Chandra Purnama, Chandra Choirunnisak, Choirunnisak Dadang Irawan Daniel Happy Putra Derren Christof Wilson Diajeng Herika Hermanu Dwi Aprilia, Sabrina Eka Wahyu Kasih Eri Kusnanto Ernawati Ernawati F Fatimah, F Fadilla, Fadilla Farah Qalbia Firnanda, Riska Frisella, Ella Gozali, Luthfi Grace Yulianti Heri Sutopo Iba, Wa Indriana, Nova Iskandarsyah, Egastia Lazuardie Jumianti, Jumianti Kafiden Langsar Waruwu Kasmin, Rosmida La Ode Baytul Abidin Liana Ependi, Zelsy Manovri Yeni Mawardi Megawatie, Megawatie Mohamad Chaidir Mohammad Chaidir Muhammad Fillah Muhammad Idris MUHAMMAD RIZAL Muhammad Rizal Munawir Munawir Nasutiah Nasutiah Ngadi Permana Nina Ramadhani Wulandari Nofita, Nofita Noor Islahudin, Ahmad Perwitasari, Malida Praningsih, Tati Pribadi, Bhakty Abda Purba, John Tampil Ramadhani W, Nina Ramdhani W, Nina Rina Amelia Riska, Cut Rizki Ramdanti, Elma Rohana Rinjani Manurung, Ully Romadan, Gilang Royan Mustofa, Muhammad Rudy Haryanto S Sumarno Sahala Harahap Sari, Lidya Sekar Seger Santoso Shinta Amelia Siti Masitah Sri Utami Nurhasanah Sulistiani Sulistiani, Sulistiani Tanti Sugiharti Ulil Albab Ulil Albab Wahyu Wulandari Wara, Zahratul Wulandar Abizari, Nina Ramadhani Yessica Amelia Yumerza, Revi Zaenal Arifin