Deepfake: A Master of Digital Illusion or Disruptor of Objective Reality?

Effective marketing communication strategies and campaigns are of much importance in many organizations in informing, reminding and persuading current and potential customers to support the organization by buying organizations product offerings. Organizations in planning of marketing communication strategies and campaigns, organizations in theory need to conduct micro-environmental analysis determining organizations’ strengths and weakness. The purpose of this paper was to investigate the planning of marketing communication strategies and campaigns of car dealerships in practice with more emphasis on micro-environmental factors of consideration. In achieving the purpose of this paper, a qualitative research approach using semi-structured in-depth interviews with marketing personnel of different car dealerships in Gauteng Province, South Africa was followed. In this paper a qualitative content analysis was used to analyze primary data using Atlas ti version 7 computer software. The results revealed that there are key micro-environmental factors of consideration during the planning of marketing communication strategies and campaigns. Based on the results of this paper, the author provided recommendations to stakeholders in the motor vehicle industry, specifically, car dealerships and future research directions. Keywords: marketing communications, marketing communication objectives, marketing communication strategy, mediatypes, micro-environment. JEL Classification: M31

The concept of social media is top of the agenda for many organizations today. Decision makers, as well as marketers, try to identify ways in which organizations can make profitable use of social media platforms. The adoption of social media in marketing communication campaigns to carry the marketing communication message to the target audiences remains a challenge to organizations in the motor industry. The purpose of this paper was to establish an understanding of the online social media tools used by car dealerships in their marketing communication strategies and campaigns. In achieving the purpose of this paper, a qualitative research approach using semi-structured in-depth interviews with marketing personnel of different car dealerships in Gauteng province, South Africa was followed. In this paper, a qualitative content analysis was used to analyze primary data using Atlas ti version 10 computer software. The findings of this paper revealed that the use of social media platforms by car dealerships varied in terms of message content. Recommendations to stakeholders in the motor industry and future research directions are provided. Keywords: social media, marketing communications, communication channels, consumer-to-consumer communications, car dealerships. JEL Classification: M31, M37

The use of various tools of marketing communications and a strategic approach to developing communication campaigns are nowadays of particular importance. The processes of differentiation and positioning, being an integral part of any business, become complete only if consumers are made aware of the unique qualities and differences of the product, compared to alternative offers, through the marketing communication tools. Most of the Ukrainian agro-industrial companies should refer to the experience of leading Ukrainian and foreign companies, which, thanks to effective communication strategies, have successfully explained the differences and position of their products to the target audience and markets and achieved significant success. In marketing communication campaigns, especially in foreign markets, it is advisable to refer to the image of Ukraine as a well-known agricultural producer and the heritage, being an important component of modern agribusiness. Today, the issues regarding the truthfulness of messages of agricultural companies are associated with the compliance with standards and food safety regulations, which is a concern of national governments and international organizations. Therefore, communication campaigns of the Ukrainian companies should be simple and distinguishable, and convey the main ideas of differentiation and positioning of a product or enterprise itself short and clear. The limited and selective perception of modern consumers, who are overloaded with the vast amount of information, should also be taken into account.

This paper focuses on the external environmental factors that have an impact on the planning of organizational strategies from car dealerships perspective. The paper argues, that the organization`s failure to consider and analyze external environmental factors could render strategies, particularly, marketing communication strategies and campaigns ineffective. It is pertinent to note that the external environmental factors of consideration during the environmental analysis may vary amongst different industries and sectors of the economy. In effective planning of strategies organizations, including car dealerships, in theory are expected to conduct external environmental analysis with more emphasis on market and macro-environments. The purpose of this paper is to test this theory by exploring on market and macro environmental factors that are of consideration in planning marketing communication strategies and campaigns of car dealerships in practice. In order to achieve the purpose of the paper, a qualitative research approach using semi-structured in-depth interviews with marketing personnel of different car dealerships in Gauteng, South Africa was implemented. The paper utilizes a qualitative content analysis in analyzing primary data using Atlas ti version 7 computer software. The results revealed that the economic, season factors and technological advances that might lead to environmental conservation and the target audiences serve as key factors of consideration in the external environment during the planning of marketing communication strategies and campaigns. The results of this paper can be used as a basis for recommendations to stakeholders in the motor vehicle industry. Finally, future research directions are provided.

ABSTRACTBali is a renowned travel destination that is visited by travelers from all over the world. European travelers, particularly, has been one of the largest share markets that visit and spend their holiday in Bali since a long time ago. Marketing communication campaigns are executed by practitioners in hospitality industry to grab European market share, through not only traditional media, but also digital or online media, to increase room nights as well as revenue. This study focuses to identify the effectiveness of online and offline Integrated Marketing Communication strategy towards the buying decision of European travelers, including their behavior in the process of decision-making. Do the marketing communication strategies through traditional media influence them in choosing a hotel, or does the tendency of using new technology make the online media play more roles in decision-making? Knowing which media is effective, it is beneficial to the companies in hospitality industry in Bali to understand the behavior of the clients’ decision-making and to push their marketing communication campaigns through the right medium that influences their clients’ buying decision.Keywords :Integrated Marketing Communication, , European Tourist Consumer Behavior, Travel Agent , Online Travel Agent .Purchase Decision

Marketing communication can cover practice across a wide range of marketing contexts, from large companies and political movements to small companies and individual traders. In the context of Small and Medium-Sized Enterprises (SMEs), marketing communication deserves to be examined separately. Marketing communication agencies specialise in developing creative ideas and marketing communication campaigns. Large companies frequently outsource much of their marketing communications activity to professional communication service agencies which are often SMEs. Staff in an SME may see the role of marketing communication from a different vantage point compared to a management team working for a large organisation. Marketing communications deals with the methods and range of communications by which marketers may communicate, like television advertising or public relations. The changes in the communication landscape help to make this an exciting time to discuss marketing communication for SMEs.

The aim of the article. The purpose of this article is to study the experience and develop recommendations for improving marketing communications aimed at differentiating the products of agro-industrial enterprises of Ukraine and determining the position of such companies and their products in the markets. To achieve this goal, the roles of STP-marketing in the agro-industrial businesses of Ukraine are analyses in this article. The ways of increasing the efficiency of differentiation and positioning are also analysed, taking into account the personalization of interaction, Ukrainian heritage and foreign experience in marketing communications. Analyses results. The role of marketing communications in the differentiation and development of positioning strategies of Ukrainian enterprises are examines in the article. The object of the study is the agro-industrial sector, which has a special place in the national economy of Ukraine for over thirty years. The role of agribusiness is growing even more in times of crisis or wartime. The importance of finding new ideas and ways to differentiate the supply of agricultural companies are analysed. Attention is drawn to the need to build effective marketing communication campaigns that can inform target markets about the features of the agribusiness and its supply, compared to competitors. The important role of communication appeals in the formation of a clear position in the minds of consumers, suppliers, competitors and contact audiences and the corresponding perception of the proposed value are noted. The research highlights the importance of establishing communications in the STP marketing process. At the same time, agricultural enterprises must choose at which level to position themselves: at the level of product, brand or company. This is important for the selection and rational combination of appropriate of marketing communications tools, which influence not only the costs of the enterprise, but also the success of the marketing strategy. Special attention in this article is paid to the requirements of modern consumers who need special treatment. The key to the success of differentiation and positioning today, and consequently marketing communications are the personalization of interaction and the desire of customers to share information about themselves. It is proved that personalization should become a part of a modern marketing communication campaign of any agribusinesses in Ukraine. An important differentiator for the Ukrainian agricultural sector - a long time on the market - is analysed separately. Agribusinesses in Ukraine and relevant government agencies should use a variety of marketing communications in order to give agricultural products a distinct look, different from other producers and countries with a well-formed and well-founded position. Conclusions and directions for further research. Modern approaches to promotion policy with the use of powerful marketing communications tools can help the development of agro-industrial enterprises in Ukraine today. Communications can become a mechanism for identifying manufactured goods or the company itself, help to effectively differentiate and position agribusiness. However, marketers of Ukrainian agricultural enterprises should make more efforts to understand their consumers and the peculiarities of their behaviour. We should pay attention to the experience of large agricultural companies in Ukraine and the world and use their positive experience to attract additional attention to the current supply. In the following studies, it is advisable to pay attention to the experience and heritage of Ukrainian agribusiness, especially in foreign markets

Electric Vehicles (EVs) are gaining widespread attention for their environmentally friendly nature and potential to reduce air pollution. As non-renewable fossil fuels deplete, the need for sustainable alternatives like EVs becomes imperative. The EV market emphasizes the cost-effectiveness of electric fuel and extended travel range, despite the initial higher cost of purchasing an EV. In Indonesia, the government encourages EV adoption through subsidies and improved electric refuelling infrastructure, including exempting EV users from the odd-even vehicle license plate rule in Jakarta.
 To promote EV adoption, brands employ diverse marketing strategies, urging customers to embrace EVs as agents of environmental change. However, the lack of transparency in how EV brands handle nickel-based battery waste, with a limited lifespan, raises environmental concerns. The accumulation of unusable batteries could pose soil pollution risks as EV usage grows. This research aims to explore the environmental implications of battery waste from EVs in Indonesia and analyze how EV brands address these concerns in their marketing communication campaigns.
 Adopting a cybernetic approach, the study examines the interconnectedness of marketing communication and consumer buying decisions. Qualitative research is utilized, drawing on various EV studies, facts about EV brand communication, and interviews with experts to provide a comprehensive analysis. Although battery waste might not be a pressing issue in Indonesia currently, inadequate waste handling raises potential future concerns about soil and water contamination. Addressing battery waste responsibly is crucial for promoting sustainable EV adoption.

This study explores the emotional responses and perceptions of the target audience to Barbie's 360º marketing communications campaign. Barbie has been a cultural icon for decades, reflecting diversity and inclusivity. The omnichannel Barbie campaign, using artificial intelligence, has influenced Barbie's brand image, values, and identity perceptions. The campaign reached audiences through multiple touchpoints and channels, both online and offline. A qualitative approach was used, with a focus group developed to understand customer perceptions and reactions. The study highlights the success of engaging audiences outside its primary target audience and highlights the power of innovative marketing. It also identifies areas for improvement in future campaigns. Also, the study calls attention to the need for marketing that supports society's values and inclusion and promotes the applicability of an omnichannel marketing communications campaign using artificial intelligence to increase brand awareness and engage audiences in the new technological era. Keywords: Barbie movie; omnichannel marketing; 360º marketing communication; artificial intelligence

Objectives: This essay investigates and analyzes UK green marketing, particularly Holland & Barrett social campaign, and its marketing communications campaign in 2019. Also, this study considers the campaign's impact on businesses and society while paying attention to the challenges of limited marketing scope and ethical issues. Ultimately, it suggested conducting a proper implementation of this campaign in Saudi Arabia. Methods: A case study of a green marketing campaign that analyzes Holland & Barrett social campaign including the application of IMC, objectives, and targeted audiences of the communication mix and adaptation strategies for running the campaign in Saudi Arabia. Results: This campaign resulted in financial returns that adequately measure IMC's high Integration and it was aligned with ethical issues in avoiding materialism and stereotyping besides promoting diversity authentically. In addition, it represents a sense of responsibility to consumers and society in its marketing communication by tackling the health condition 'menopause' in an appropriate way that agrees with ethics ASA and CAP regulations. Conclusions: The social marketing campaign that Holland & Barrett conducted has succeeded in forming a consistent and coherent message in their strategy and marketing communication, which was reflected in their financial records and eventually achieved positive integration of IMC. Thus, it is recommended to continue the integration of IMC through a long-term commitment to its strategy and practices with a focus on the customer-centric approach in future campaigns.

Although corporate identity was originally defined in terms of the visual representation of a company, later writers employed broader definitions, which have highlighted the importance of the various forms of communication in corporate identity management. Recent models of the corporate identity management process have reflected the importance of communication in the management of corporate identity. Corporate communication has been regarded as being composed of three forms: management, marketing and organizational communication. Most organizations are structured such that management and organizational communication are closely aligned with the corporate identity of an organization. However, the conjunction between corporate identity and marketing communication is less discernible. It has been noted that the interaction between corporate and marketing communication is 'tentative and embryonic in nature'. The authors conducted empirical research, which explored the extent to which corporate identity was integrated into the marketing communication campaigns of these practitioners. The conclusions from this exploratory research suggest that there are substantial barriers to the successful integration of corporate identity with marketing communications. Barriers such as the importance of integration not being accepted by clients, the focus of marketing managers on short-term goals, too many people involved with managing the core message of corporate identity and an ad hoc approach towards marketing communication were important. Further research into structural and behavioural ways of overcoming these barriers could prove to be extremely valuable.

The objective of this study is twofold: to build upon the thin body of academic experimental research in the field of Integrated Marketing Communications (IMC), and to provide practitioners with methods they can use to test the effectiveness of marketing communication campaigns. On the first account, significant results were observed for attitude toward the ad (Aad), but only for a subset of the sample. Despite this, the experiment provides a framework for future academic studies of IMC effects and suggests specific ways that methods can be refined in future experiments. On the second account, the study’s design suggests opportunities for practitioners. Smaller brands could employ some of the methods described here to inexpensively measure the relative effectiveness of alternative marketing communications campaigns. Larger brands could also benefit if the study spurs efforts among managers and their vendors to work more closely to better coordinate their marketing communications efforts.

PurposeTheories of prosumption offer social marketers an opportunity to improve market segmentation strategies and health campaigns by improving understanding of audiences. The purpose of this paper is to provide a framework to understand how women produce and consume ideologies of pregnancy.Design/methodology/approachA total of 19 pregnant women ages 24‐38 years completed qualitative, in‐depth interviews. Data analysis included a grounded theory approach and constant‐comparative method using open and axial coding to reduce the data and identify themes across the data.FindingsThis study addressed prosumption in three meaning‐making sites: the physiological basis of pregnancy; perceptions of medicine and the biomedical model during pregnancy; and perceptions of media surrounding pregnancy.Research limitations/implicationsThis study applied prosumption theory in a new social context: pregnant women. Findings articulate the importance of gender and the necessity of incorporating women's lived experiences into theories of prosumption.Practical implicationsSocial marketers benefit from improved understandings of pregnant women's body identity, perceptions, and opportunities for empowerment and agency in reproductive health. The proposed “purist pregnant woman” myth impacts effective strategies in social marketing and health communication campaigns. Findings suggest that pregnant women may serve as a receptive audience for a range of health issues.Social implicationsThis study extends our understanding of prosumers, suggesting that prosumption of pregnancy reduces alienation, humanizes and demedicalizes health care and the birthing process.Originality/valueThis study offers theoretical and practical implications for social marketing and health communication campaigns to improve pregnancy health outcomes through an improved understanding of prosumers.

There is a big question in the market whether companies are giving a real equity for public relations (PR) field in developing countries. In developing countries, unfortunately, managers are not giving full support for PR professional in their institutions. Companies apply some of the marketing communication (MC) elements while trying to reach their target market and focus on the elements that can show performance in a short term, mostly because they want to return their investment in a short term. Advertising and sales promotion activities are measurable in a short run, and PR and sales force performance are measured in a long run; hence, companies prefer to allocate their budget more for their shortterm activities than long-term activities because they perceive all as extra cost, which is not true. Thus, managers have to believe that MC campaign is not an extra cost and that it is a type of communication investment for good corporate image and reputation for the public. This chapter is emphasizing what PR professionals are doing in their fields will be discussed in detail. Thus, this chapter is important because it is guiding the companies that have operations in developing countries about what they will expect from their PR professional when they build on their strategic communication.

This study examines the antecedents and outcomes of consumer disidentification (CDI) among immigrants and the role that cultural change plays in affecting this consumer orientation. Specifically, it explores the effect of acculturation and ethnic identification on host nation sentiments (i.e., host nation identification, disidentification, and affinity) and how the latter influence CDI. Then, it assesses the effect of CDI on consumer behaviors including product quality judgments and willingness to buy products originating in the host country. Survey data from a convenience sample of 555 adults of Cuban and Puerto Rican origin, who live in the USA, confirm that disidentification with the host nation is the basis of CDI. Acculturation is the process through which disidentification with the host nation and the resulting CDI can be mitigated. However, ethnic identification shows inconsistencies in affecting consumers' sentiments toward the host nation and CDI. While CDI is negatively related to consumers' willingness to buy domestic products, it does not seem to affect consumers' willingness to buy domestic products through their product quality judgments. Practically, this study facilitates strategic marketing decisions that are related to the presentation of country‐of‐origin (COO) product attributes in marketing communication and branding campaigns. This study is one of the few empirical studies on CDI, and it focuses on COO effects of domestic rather than foreign products among subcultures within national boundaries. Understanding COO effects among subnational cultural consumers is of primary importance given the ever‐increasing ethnic diversification of consumer markets.