In most shopping areas, there are place management partnerships (PMPs) that aim to increase the competitiveness of the area. Collective digital marketing activities, such as the adoption and update of collective websites and social media pages, provide opportunities in this regard. Currently, the extent to which digital marketing activities are being employed varies widely among PMPs. However, studies investigating the factors that influence the uptake of digital marketing activities are lacking. This study applies a resource-based view to fill this gap, using data from an online survey about collective digital marketing activities among 164 official representatives of PMPs in urban shopping areas in the Netherlands. Regression analyses were employed to examine the extent to which the resources of PMPs influence the adoption and update frequency of the two most often used digital marketing channels: websites and social media pages. The results revealed that while the adoption of collective digital marketing channels is strongly influenced by the physical resources that characterize the shopping area itself, the update frequency of these channels is influenced more by the organizational resources of PMPs. In addition, the strategic choice of PMPs to deploy human and financial resources for the benefit of collective digital marketing activities leads to increased use of these activities. This effect is reinforced by the fact that digital marketing skills gained through experience contribute to a higher update frequency of the adopted channels. As such, this study provides empirical evidence on the influence of PMPs shared resources upon their digital marketing activities.
Facebook marketing is becoming an increasingly important tool for companies to influence consumer decision-making. However, there is currently little empirical knowledge about the extent of influence of Facebook marketing on the decision-making process of consumers. This study contributes to these gaps in the literature and investigates the influence of Facebook marketing activities on the decision-making process of consumers. The theory revealed four Facebook marketing activities that affected the first two phases of the decision-making process. These Facebook marketing activities were advertisements, recommend/share, likes and reviews. Whether they actually had an impact has been tested with the help of survey among 112 respondents. The results of the regression analysis showed that all four Facebook marketing activities had a positive influence on the decision-making process. https://scholarspace.manoa.hawaii.edu/bitstream/10125/64054/1/0252.pdf
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Twitter timelines are increasingly populated with brand tweets that are linked to public events, a practice that is also known as real-time marketing (RTM). In two studies, we examine whether RTM is an effective strategy to boost sharing behavior, and if so, what event- and content-related characteristics are likely to contribute to its effectiveness. A content analysis of brand tweets from Nielsen’s top-100 advertisers (n=1500) shows that not all events are equally effective. RTM is only a more effective strategy (vs. no real-time marketing), when brand messages are linked with unpredictable events but not when brand messages are linked with predictable events. In a follow-up study, we examined what content characteristics improve the shareability of predictable RTM messages. A content analysis of RTM messages (n=143) from the Forbes top-100 brands showed that predictable events yield more retweets when the event is visually integrated in the brand tweet (vs. not visually integrated). The presence of event-driven hashtags did not lead to more retweets. Implications for theory and practice are discussed.
This pre-study anticipates to a SIA call focussing on circular and bio-based economy in Brazil. It is linked to the Living Lab Brazil managed by Avans University of Applied Sciences. Although the dairy value chain will benefit from both circular and bio-based principles, this pre-study will be limited to circular systems. There is a vast potential for investment by the Dutch and Brazilian private sector in the dairy value chain in Minas Gerais (MG), Brazil. There is also ample room to improve production efficiency towards a more circular system. Notwithstanding the business opportunities in the Brazilian dairy sector, there are challenges in attracting and consolidating partnerships along the circular-based value chain. A better understanding of the demands, challenges and opportunities of the interested Dutch companies is highly relevant to develop sustainable circular-based dairy value chains. Therefore, the goal of our project proposal is the exploration of a potential Dutch business network that is interested to invest in the Brazilian circular dairy value chain, and an exploration of the potential business opportunities for the Dutch and Brazilian dairy sector. The consortium in our proposal is conformed as follows: (a) Van Hall Larenstein University of Applied Sciences (VHL). VHL is the leading knowledge institute. Vilentum University of Applied Sciences and the Federal University of Viçosa will participate through VHL. (b) Alta Genetics BV; (c) Groasis BV. To achieve our goal we focus on the following questions: What is the potential and what are the bottlenecks for the Dutch private sector (SME’s) to increase business opportunities in the dairy sector of MG? What are the business opportunities to develop and innovate circular-based dairy value chains through the Dutch and Brazilian private sector with dairy breeding and agro-silvopastoral farming as pilots? The outputs of this study will be: A list of potential Dutch private investors, both interested but hesitating and/or already successful. Basically we would like to identify “partners” and to build up a business network where we could match-make the Dutch companies with the Brazilian companies or clients; A pre-proposal including intentions for further collaboration; Three detailed reports with marketing and investment opportunities and/or research strategy in relation to circular-based economy in: general dairy chain, dairy breeding and agro-silvopastoral farming. The latter two topics must be considered as pilots for the entire dairy value chain.
The Academy for Leisure & Events has always been one of the frontrunners when it comes to the development, design and implementation of cultural tourism and creative industry business models as well as lifelong learning programmes.These programmes are attended by a variety of leisure and tourism professionals, including public authorities in leisure, culture and nature fields.The CULTURWB project addresses the need for strengthening the development of the cultural tourism industry.The experts from BUas together with the other project partners have utilised diverse research methodologies (marketing and branding, strategy business planning, digital tourism, sustainable development, strategy and action plan implementation, etc.) to develop and pilot a toolkit for Lifelong Learning courses in the field of cultural tourism and heritage. They have also designed and implemented a master’s programme in the WB countries and created an online platform for communication between stakeholders, industry leaders, managers, workforce, and academia.PartnersHochschule Heibronn, FH Joanneum Gesellschaft, World University Service - Österreichisches Komitee (WUS Austria), Dzemal Bijedic University of Mostar (UNMO), University of East Sarajevo (UES), The University of Banja Luka (UBL), University of NIS (UNI), University of Montenegro (UoM), Sarajevo Meeting of Cultures (SMOC), rovincial Institute for the Protection of Cultural Monuments (PZZZSK), Tourism Organisation of Kotor Municipality (TO Kotor)
Kumasi and RokitScience contribute to increasing the ownership and income of cocoa farmers, with an emphasis on women. Kumasi has a successful history of developing and marketing cocoa juice, which aims to keep as much income as possible with the farmer. RokitScience has been involved in the creation of the Rokbar: a "bean to bar" empowering chocolate bar that is marketed and made entirely by women. Kumasi and RokitScience started setting up a cocoa-fruit-lab at the cocoa-cooperative COVIMA in early 2021 in Ivory-Coast, in collaboration with Beyond Beans Foundation/ETG and Döhler and financially supported by the Sustainable-Trade-Initiative (IDH). The goal is to support the cooperative, which is led by women, with the establishment of circular cocoa juice and chocolate production and in this way increase the income of the members of the cooperative. The cocoa pod contains cocoa beans embedded in cocoa pulp. This pulp is sweet and juicy and partly needed for cocoa bean fermentation for flavor development. Residual pulp can be used for new products like drinks, marmalades and more. The collaboration in the cocoa fruit lab created momentum to try-out a more circular approach whereby the extraction of juice was linked to a shorter fermentation period of the beans, influencing quality features of both the beans and potentially the chocolate. However, to optimize the production of juicy beans further and find a market for this (and potentially other) products requires further testing and development of a value proposition and marketing strategy. The main question of Kumasi and RokitScience at Hanzehogeschool Groningen and NHLStenden Hogeschool Amsterdam is: What is the effect on the quality of beans and chocolate if fermented after the extraction of juice? How can this be optimized: comparing ‘cocoa of excellence’ fermentation and drying to traditional post-harvest practices and how can we tell the world?
