How to Craft Heart Stopping Content: "Annisms" by Ann Handley
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The presentation 'annisms I love' by Ann Handley highlights key principles for effective writing, emphasizing the importance of understanding the audience and infusing content with authenticity and trust. It encourages writers to think critically about their work, engage in story-based content, and recognize that design and writing go hand in hand. Additionally, it stresses that writing is a personal journey that can be adapted and refined to best serve readers and customers.
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Impact of Social Media on Consumer Buying Behaviour of Personal Care ProductsKARTIKTHANTH1
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This research project investigates the impact of social media on consumer buying behaviour in the personal care industry, with a particular focus on how platforms such as Instagram, YouTube, Facebook, and WhatsApp influence purchasing decisions. Conducted by students at the SAL Institute of Management under the guidance of Dr. Falguni Prajapati, the study centers on complex buying behavior, which involves high-involvement, infrequent, and potentially high-risk purchases¡ªspecifically within the context of personal care products like skincare, haircare, hygiene, and cosmetics.
The research employed a mixed-method approach, using primary data from 60 respondents collected through structured questionnaires. The sample primarily included young adults aged 21¨C30, with a majority being students. Convenience sampling was applied, and tools like Microsoft Excel and Google Sheets were used for data analysis. Respondents were assessed on their engagement with social media content, reliance on influencer recommendations, product reviews, advertisements, and overall trust in online promotional materials.
Findings show that platforms such as Instagram (88.3%), WhatsApp (78.3%), and YouTube (70%) dominate user activity among the surveyed participants. The majority of users (86.7%) spend over one hour daily on social media, creating a highly engaged and digitally active audience. Approximately 91.6% encounter personal care-related content at least occasionally, and over half rely on social media to compare brands before purchasing. Product reviews emerged as the most helpful form of user-generated content, followed by how-to-use tutorials and unboxing videos. Authentic reviews that include both pros and cons were found to be the most trustworthy, highlighting a consumer preference for transparency.
The study concludes that social media exerts a moderate but meaningful influence on consumers¡¯ decisions. While digital influence is significant, it does not completely replace independent judgment, suggesting the need for hybrid marketing strategies that combine digital engagement with traditional advertising. Trust in influencers, clear product information, and visually engaging content were noted as strong motivators for purchases. Visual-first formats like reels and short videos were especially effective in capturing attention.
Recommendations include diversifying the range of social media platforms studied, expanding sample diversity across age groups and regions, analyzing long-term effects, and incorporating mobile-friendly strategies given the high mobile usage. This research is valuable for marketers, advertisers, and brand managers aiming to enhance consumer engagement and brand loyalty in the digital age, particularly within the growing personal care market.
Digital Marketing Trends: Experts Insights on How to Gain a Competitive Edge ...
Digital Marketing Trends: Experts Insights on How to Gain a Competitive Edge ...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
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The digital marketing industry is changing faster than ever and those who don¡¯t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.Strategic overview of Marketing Departement
Strategic overview of Marketing DepartementNabeelMalik49
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Strategic overview of Marketing Departement Digital Marketing Trends: Experts Insights on How to Gain a Competitive Edge ...
Digital Marketing Trends: Experts Insights on How to Gain a Competitive Edge ...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
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