S.

no Year complete citation

1 2024 Farras, S.P.,&, Utomo,S.P.. (2024). Analytical Hierarchy Process (AHP) Method for Marketing
Agency Selection at PT Kirana Mitraabadi. International Journal of Current Science Research
and Review, 7(2), 1325-1332

2 2021
S K, B. (2021). Organic Food Products: Determinants Influencing Buying Behaviour.
Commerce & Business Researcher, 14(1), 105–112. https://doi.org/10.59640/cbr.v14i1.105-
112

3 2024 Szakal, A. C., Brătucu, G., Ciobanu, E., Chițu, I. B., Mocanu, A. A., & Ialomițianu, G. (2024).
Exploring Influencing Marketing—Consumer Insights and Creators’ Perspectives. Sustainability
16(5), 1845. https://doi.org/10.3390/su16051845
4 2024 Razzaq, A., Shao, W., & Quach, S. (2024). Meme marketing effectiveness: A moderated-
mediation model. Journal of Retailing and Consumer Services, 78, 103702.
https://doi.org/10.1016/j.jretconser.2023.103702

5 2024 Dr. K. I. Sivaprasad. (2024). ROLE OF THE TOURISM SECTOR IN CARVING OUT A
BETTER INDIA. EPRA International Journal of Environmental Economics, Commerce and
Educational Management, 5–9. https://doi.org/10.36713/epra15458

6 2023 Duan, J. (2023). Research on the Development of China’s Short Video Industry. Advances in
Economics, Management and Political Sciences, 61(1), 96–101. https://doi.org/10.54254/2754-
1169/61/20231047

7 2023 ANKYIAH, F. (2023). Mobile Marketing in the Art Industry. Journal of Social Media
Marketing, 2(2), 20–34. https://doi.org/10.33422/jsmm.v2i2.1124
7 2023 ANKYIAH, F. (2023). Mobile Marketing in the Art Industry. Journal of Social Media
Marketing, 2(2), 20–34. https://doi.org/10.33422/jsmm.v2i2.1124

8 2023 Iyer, S., Mathur, S., Singh, J. (2023). Consumer Behaviour and Meta Marketing. Journal of
Communication and Management,
2(4), 268-270. DOI: 10.58966/JCM2023248

9 2023 Srinithi M, Sneha Dass, & Cruz Joshna. (2023). Strategic War between Coco Cola and Pepsi.
International Journal For Multidisciplinary Research, 5(6).
https://doi.org/10.36948/ijfmr.2023.v05i06.9843
10 2023 Vaishnavi, & Ravi. (2023). Impact of instagram influencers on consumer behaviour.
International Journal For Multidisciplinary Research, 5(6).
https://doi.org/10.36948/ijfmr.2023.v05i06.9449
 complete citation
, S.P.,&, Utomo,S.P.. (2024). Analytical Hierarchy Process (AHP) Method for Marketing
cy Selection at PT Kirana Mitraabadi. International Journal of Current Science Research
and Review, 7(2), 1325-1332

, B. (2021). Organic Food Products: Determinants Influencing Buying Behaviour.

merce & Business Researcher, 14(1), 105–112. https://doi.org/10.59640/cbr.v14i1.105-
112

l, A. C., Brătucu, G., Ciobanu, E., Chițu, I. B., Mocanu, A. A., & Ialomițianu, G. (2024).
ng Influencing Marketing—Consumer Insights and Creators’ Perspectives. Sustainability,
16(5), 1845. https://doi.org/10.3390/su16051845
zzaq, A., Shao, W., & Quach, S. (2024). Meme marketing effectiveness: A moderated-
mediation model. Journal of Retailing and Consumer Services, 78, 103702.
https://doi.org/10.1016/j.jretconser.2023.103702

K. I. Sivaprasad. (2024). ROLE OF THE TOURISM SECTOR IN CARVING OUT A

TER INDIA. EPRA International Journal of Environmental Economics, Commerce and
Educational Management, 5–9. https://doi.org/10.36713/epra15458

, J. (2023). Research on the Development of China’s Short Video Industry. Advances in

mics, Management and Political Sciences, 61(1), 96–101. https://doi.org/10.54254/2754-
1169/61/20231047

NKYIAH, F. (2023). Mobile Marketing in the Art Industry. Journal of Social Media
Marketing, 2(2), 20–34. https://doi.org/10.33422/jsmm.v2i2.1124
NKYIAH, F. (2023). Mobile Marketing in the Art Industry. Journal of Social Media
Marketing, 2(2), 20–34. https://doi.org/10.33422/jsmm.v2i2.1124

, S., Mathur, S., Singh, J. (2023). Consumer Behaviour and Meta Marketing. Journal of
Communication and Management,
2(4), 268-270. DOI: 10.58966/JCM2023248

thi M, Sneha Dass, & Cruz Joshna. (2023). Strategic War between Coco Cola and Pepsi.
International Journal For Multidisciplinary Research, 5(6).
https://doi.org/10.36948/ijfmr.2023.v05i06.9843
Vaishnavi, & Ravi. (2023). Impact of instagram influencers on consumer behaviour.
International Journal For Multidisciplinary Research, 5(6).
https://doi.org/10.36948/ijfmr.2023.v05i06.9449
 Biggest takeaways
1)The paper presents a decision model on how to choose the best marketing
agency for PT Kirana Mitraabadi, which is a B2B firm that plans to venture into
the B2C market with its new product line.

2)This is a crucial part of the paper that uses the AHP method to analyze and
assess four possible agencies according to several indicators, including
experience, portfolio, cost, and reputation.

3)It also offers an analysis of PT Kirana’s actual situation and the challenges it
is confronted with in marketing, along with the advantages and disadvantages of
employing a marketing agency

1)As the education and income increases,

people are giving more importance to
health for long living. So the consumers
give preference to health factor while
2)Explores the factors that influence the purchase intention of consumers
towards organic food products in Kerala, India, which is the most literate state
of India.

1)Influencer marketing has the merit of possessing an enormous power to

modify behavior . This can be achieved through influencer marketing by
adopting green practices, selling eco-friendly products and just explaining what
this means.

2)This study examines the phenomenon of influencer marketing from two

standpoints: the views of the customers as well as those of creators who utilize
qualitative research methods such as in-depth interviews or focus groups.

3)It is important to note that consumer behavior could be influenced by diverse

factors including advertising or promotional activities (Chen & Psaroudakis
2017

4)The paper explores the phenomenon of influencer marketing from both the
consumers’ and the creators’ perspectives, using qualitative methods such as in-
depth interviews and focus groups.
1) The present research investigates the impact of brand prominent and brand
subtle types of meme marketing on customer engagement, and in what way this
relationship is dependent on co-created value, as well as moderated by customer
motivation,
2) It comes privacy concern
to making othersand linguistic
aware of theircharacteristics.
brands through memes, marketers
can have explicit brand elements featured within them so that they catch
attention from the audience allowing consumers make instant links between a
given message conveyed through a meme and the particular advertised trade
names thus affecting consumer attitudes towards the ad positively in addition to
increasing engagements

3) Applies various theories, such as brand placement, associative network, and

narrative transportation, to explain the underlying mechanisms and moderating
factors of meme marketing effectiveness.

1) It focuses on Kerala as a highly potential tourist state and how this can boost
Indian growth

2) In achieving its vision as a developed nation by 2047, which is her 100th

year of independence; the paper examines how much tourism contributes to this
dream.
3) These include research &development (R&D), technology adoption (TA),
marketing campaigns (MCs) etc., which are keyin improving Indianand Keralan
tourists sectors.

1) In the last few years, short videos have emerged as a form of media that is
gaining immense popularity. Through their brevity, diversity of content and
ease of sharing, these have come to be widely acknowledged and appreciated on
various social media platforms. With widespread adoption of mobile internet
and availability of high-speed networks, short videos became a preferred choice
for public consumption and entertainment.
2) It focuses on the influence of business model innovation upon financial
performance at Racer Company which is a platform for short videos. The
research indicates that Racer Company’s value creation, profitability levels,
corporate development progress has been coded for better scenarios through

1) This paper examines the key trends and insights on mobile marketing in art
industry for the purposes of helping art professionals know better how they can
make use of mobile platforms to engage their audiences.
2)The increasing ubiquity of cell phones has dramatically altered consumer
habits
and underscored the importance for companies such as those in the arts sector to
focus on
3) Mobile devices have greatly affected preferences among art enthusiasts
through their constant occurrence in the lives if these individuals even when
they are not involved in visiting museums or other artistic works which were
traditionally seen as cultural practices more than technological ones. Art

1) Meta Marketing provides powerful tools for analyzing marketing

performance, including measuring ROI, comparing performances across
campaigns, and identifying trends and insights.

2) The Behavioral Perspective Model to analyze the consumer behavior of

meta-marketing, which is an online marketing platform that automates and
optimizes campaign creation, segmentation, and targeting.
3)Meta-marketing is a form of marketing that focuses on analyzing and
optimizing marketing campaigns and strategies. It involves using data and
analytics to measure the effectiveness of marketing efforts and identify
improvement areas.

1) The Cola Wars between Coca-Cola and PepsiCo epitomize a relentless

pursuit of market dominance through decades of innovative marketing, strategic
maneuvering, and dynamic product development. This enduring rivalry has not
only shaped the beverage industry but has also influenced consumer preferences
worldwide.

2) Looks into the historical development of the Cola Wars which had been
going on for many years between Coca-Cola and PepsiCo in relation to its
impacts on the world’s beverage business.

3)The competition consists of marketing campaigns, new products

development, strategic partnerships with other firms within various industries,
etc.
1) This study aims to assess the effectiveness of influencer marketing
campaigns on consumer behavior. By examining the impact of Instagram
influencers on consumers' purchase decisions, brand preferences, and product
evaluations, researchers can gain valuableinsights into the efficacy of this
marketing strategy.

2) A meta-analysis of the literature on the characteristics of social media

influencers and their impact on customer engagement and purchase intention.
The paper synthesizes 176 effect sizes from 62 individual studies and 22,554
individuals.
3) The study typically focuses on examining the influence and effects of
Instagram influencerson consumer
behavior. The study explores various aspects which are limited

4) Identifies eight characteristics of social media influencers, such as

homophily, expertise, trustworthiness, credibility, congruence with the product,
entertainment value, informative value, and attractiveness. The paper also
examines the moderating effects of product type, product involvement, and
 Research Problem/ gap identified
The study identifies PT Kirana’s problem about the low level of knowledge and
experience in the area of B2C marketing strategies, which seriously hampers its
ability to benefit from the expanding market for e-commerce in Indonesia.

Having identified a knowledge gap in the application of AHP to marketing

agency selection for B2B to B2C transition

Though organic farming is theoretically

perfect, practically it faces serious
dilemmas. Inclination of consumers
towards buying organic products is still in
Their buying behaviour is positively affected by the knowledge of consumers
regarding organic foods. The importance of understanding these factors for
developing effective marketing strategies for organic products was underscored
by the study. Empirical data collected from respondents were analysed.

The paper recognizes a deficit in empirical studies on influencer marketing

especially within Romanian context whereby influencer marketing is relatively
new and underdeveloped.

The authors also stress that it is important to examine both sides’ opinion
concerning influencer advertising which previous researchers have not done
adequately.

The paper aims to fill this gap by providing a comprehensive and holistic
analysis of influencer marketing from both sides of the equation.
There are limited studies conducted empirically in regard to meme marketing as
a tool for enhancing customer engagement or co-creation. The paper finds that
brand prominent meme marketing enhances higher customer engagement and
co-created
There value
are few compared
empirical to brand
studies subtle meme
on moderating marketing.
effects of customer motivation,
privacy concern and linguistic characteristics on meme marketing effectiveness.

Identifies the problem of tourism sector’s low contribution to GDP of India

despite its huge potential and opportunities.

The other great challenge facing research on tourism sector development in

India is lack of sufficient literature on relationship between tourism and vision
2047.

There are still no comprehensive researches on the development of China’s

short video industry which would explain Tiktok success factors as well as its
problems.

The research problem is that there is a lack of information and guidance about
how to develop effective mobile marketing strategies targeting art professional
organizations and individuals.
 The ignorance of how to strategize effective meta-marketing for businesses and
organizations.

The scarcity of wide-ranging and up-to-date literature on the Cola Wars

especially in the 21st century. This paper aims at bridging this gap by offering a
comprehensive and current overview of the Cola Wars and their impact on
global beverage industry.
Identifies the lack of a comprehensive and systematic review of the empirical
findings on the impact of social media influencers on customer behavior.

Aims to fill this gap by conducting a meta-analysis of the existing literature and
providing a holistic and quantitative overview of the influencer marketing
phenomenon.
 Research Findings/ Results
With respect to PT Kirana Mitraabadi’s transition from B2B to B2C in response to
the transformation of consumer behavior, this proves a proactive approach to adjust
itself to the digital era. In addition, this research proposes Analytic Hierarchy
Process (AHP) as an option in determining a suitable marketing agency to address
the lack of understanding of B2C marketing on the part of the company.

The authors recommend that PT Kirana can benefit from teaming up with Agency
D as they would deliver excellent and efficient B2C marketing solutions, saving
time and resources.

The analysis is divided into two parts in order to make a structured discussion; one
dealing with the profile of respondents while the other deals with analysis of
determinants influencing the respondents on buying organic food products.
The findings showed that customers’ intention to purchase organic food products is
influenced by indicators such as social standards, environmental consciousness and
health benefits.

The paper ascertains that consumers follow influencers for fun, advice and sparks
of creativity, thus appreciating originality, frankness and pertinence in their
interactions.

Buyers being influenced by popular people can go through different phases like
consideration stage about their brands while there are others who advocate for
them after purchase.

Influencers play a significant role in affecting some aspects of consumer decision-

making process such as awareness creation where social media channels assist
firms reach their targeted audience effectively (Wuertz et al., 2019). For example,
trustworthiness forms one of the key factors influencing followers’ choices when
they decide whether to follow an online star or not (Thompson et al., 2016).
companies should embrace strategies that help build connection between
influencers themselves and those who follow them Consequently, there has been a
shift from using traditional methods of marketing where firms relied on mass
media advertising platforms such as television and radio stations. Accordingly,
Brand managers need to involve influencers in designing stages rather than just
The paper reveals that co-created value acts as an intermediary between type of
meme marketing employed and consumer involvement.

In contrast, other research findings also suggest that influences such as customer
motivation (Meyvis et al., 2004), privacy concern (Reichelt et al., 2013) as well as
language usage/style (Zhu & Sundar 2014) act as moderators for effects produced
by one’s choice of MMT on C-CV linkages; hence suggesting further exploration
into these areas. In particular extrinsic motivation weakens the positive effect of
brand prominent me

It concludes that Tourism has far reaching implications for economic, social,
environmental and cultural aspects of development.

This study finds that many challenges and constraints face the tourism sector in
India and Kerala like infrastructure deficit, quality compromise, safety issues
among others.
Subsequently this study tends to be more objective than previous studies since it is
an all-embracing look at the Indian&Keralan tourisms.

TikTok has succeeded mainly because it is user-focused with a content-centered

business model; its innovative approach to creating and distributing diversified
contents; its advanced adaptive technology; and effectual flexible operations.

This implies that companies having a focus on short video platform should tailor
their business scope so as to meet different needs of users thus providing

Use of applications, augmented reality, and location-based services are some of the
techniques through which mobile marketing can greatly enhance the audience
involvement as well as participation in art world. The paper also finds that mobile
marketing works best as an omni-channel approach integrating digital and physical
Artists should note and learn how to cope with it so that they can effectively
communicate with their customers who are going digital today thus maintaining
their relevance.

By use of techniques such as apps, augmented reality and location-based services;

meta-marketing can improve the core competences, market reach, user experience,
content ecology and social responsibilities of business organizations.

The realization that both Coca-Cola and PepsiCo have diversified their product
portfolios, extended their reach to other countries, responded to changing consumer
tastes and preferences is also found in the paper.

The study concludes that both companies face new challenges as well as
opportunities in emerging markets like India, China, or segments that are
dominated by health-consciousnesses and environmentally-consciousnesses. In
conclusion such innovations will help these corporations to retain their
competitiveness status as well as market share.
All eight characteristics of social media influencers have a positive and significant
correlation with customer engagement and purchase intention. The entertainment
value of social media influencers has the strongest association with customer
engagement, while the credibility of influencers has the strongest association with
purchase intention.

finds that the product type, product involvement, and platform type moderate the
relationship between influencer characteristics and customer outcomes.
Specifically, the paper finds that the impact of influencer characteristics is stronger
for hedonic products, high-involvement products, and Instagram platform.