Brand Messages Research Articles

Building Consumer Trust in E-commerce : A Case Study of Flipkart

In the rapidly evolving landscape of e-commerce, consumer trust stands as a pivotal factor influencing purchasing decisions, brand loyalty, and overall business success. This case study delves into the strategies and practices adopted by Flipkart, a leading player in the Indian ecommerce sphere, to cultivate and sustain consumer trust. Through a meticulous examination backed by a sample size of 30+ respondents, this research employs statistical tools, specifically the Chi-Square test method, to scrutinize hypotheses pertaining to various dimensions of consumer trust. The study encompasses an extensive exploration of factors crucial to consumer trust in ecommerce, encompassing elements such as website security, product quality, customer service, and brand reputation. Utilizing a structured questionnaire, data is meticulously gathered from Flipkart customers, aiming to capture their perceptions and experiences with the platform. The application of the Chi-Square test method enables a thorough analysis of the interplay between different trust factors and levels of customer satisfaction. Initial findings suggest that Flipkart's strategic emphasis on robust security measures, dependable product delivery mechanisms, responsive and empathetic customer support, and coherent brand messaging significantly contributes to fostering consumer trust. Moreover, the research identifies specific strengths within Flipkart's approach to building trust, alongside areas where further enhancements could be made. By illuminating the intricate mechanisms through which Flipkart nurtures consumer trust, this study offers valuable insights for e-commerce practitioners striving to fortify customer relationships and attain a competitive edge in the digital marketplace. These insights hold significance not only for Flipkart but also for businesses operating within the broader ecommerce ecosystem, providing actionable strategies to bolster trust and drive sustainable growth.

Transformative advertising: well-being Instagram messaging

PurposeThe purpose of this study is to examine well-being messaging on Instagram to understand what constitutes transformative social media advertising with potential to enhance consumer lives and create change at a community and societal level.Design/methodology/approachA novel-phased approach using transformative advertising research and positive psychology is adopted for an in-depth examination of Lululemon, a well-being brand advocate. The study combines secondary case data, analysis of brand messaging on Instagram, interviews with brand followers, and six months of Instagram posts consumer responses.FindingsFour themes – inspiring personal journeys and potential, encouraging mindfulness and gratitude, supporting connection and community and advancing diversity and equity – are used to develop a typology of well-being advertising message elements on Instagram.Originality/valueThis study contributes to the call for research on transformative advertising by establishing that Instagram is a powerful platform for well-being messages, particularly from brands committed to social issues. Practical implications for brands and avenues for future research are provided.

Impact of Advertising on Consumer Buying Behaviour

This study delves into the intricate relationship between advertising and consumer buying behavior, aiming to provide a nuanced understanding of the various mechanisms through which advertising influences purchasing decisions. Through a comprehensive review of relevant literature and empirical research, this paper explores the multifaceted impact of advertising on consumers' attitudes, preferences, and behaviors. The study examines how advertising serves as a potent tool for creating awareness, shaping brand perceptions, and eliciting emotional responses among consumers. It investigates the role of advertising in influencing consumer preferences by highlighting product features, benefits, and unique selling propositions. Furthermore, the study explores the persuasive techniques employed in advertisements, such as social proof, scarcity, and celebrity endorsements, and their effects on consumer decision-making processes. Moreover, the research investigates the significance of repetition and reinforcement in advertising, emphasizing the role of continuous exposure in maintaining brand salience and message retention in consumers' minds. It also explores the social and cultural influences embedded within advertising messages, examining how they shape consumer aspirations, values, and lifestyles. Additionally, the study considers the role of advertising as an information source for consumers, analyzing its impact on their information-seeking behavior and purchase decisions. Furthermore, it explores how advertising helps alleviate cognitive dissonance among consumers post-purchase, reaffirming their satisfaction and loyalty to the brand. Through its comprehensive analysis, this study contributes to a deeper understanding of the dynamics between advertising and consumer buying behavior, offering insights that can inform marketing strategies and enhance the effectiveness of advertising campaigns in today's dynamic marketplace.

Impact Advertising on Consumer Buying Behaviour

This study delves into the intricate relationship between advertising and consumer buying behavior, aiming to provide a nuanced understanding of the various mechanisms through which advertising influences purchasing decisions. Through a comprehensive review of relevant literature and empirical research, this paper explores the multifaceted impact of advertising on consumers' attitudes, preferences, and behaviors. The study examines how advertising serves as a potent tool for creating awareness, shaping brand perceptions, and eliciting emotional responses among consumers. It investigates the role of advertising in influencing consumer preferences by highlighting product features, benefits, and unique selling propositions. Furthermore, the study explores the persuasive techniques employed in advertisements, such as social proof, scarcity, and celebrity endorsements, and their effects on consumer decision-making processes. Moreover, the research investigates the significance of repetition and reinforcement in advertising, emphasizing the role of continuous exposure in maintaining brand salience and message retention in consumers' minds. It also explores the social and cultural influences embedded within advertising messages, examining how they shape consumer aspirations, values, and lifestyles. Additionally, the study considers the role of advertising as an information source for consumers, analyzing its impact on their information-seeking behavior and purchase decisions. Furthermore, it explores how advertising helps alleviate cognitive dissonance among consumers post-purchase, reaffirming their satisfaction and loyalty to the brand. Through its comprehensive analysis, this study contributes to a deeper understanding of the dynamics between advertising and consumer buying behavior, offering insights that can inform marketing strategies and enhance the effectiveness of advertising campaigns in today's dynamic marketplace.

Battle of Influence: Analysing the Impact of Brand-Directed and Influencer-Directed Social Media Marketing on Customer Engagement and Purchase Behaviour

Firms regularly call on multiple social media communication tactics (e.g. influencers, user-generated content and brand messages) to interact with their customers. Drawing on both parasocial relationship and social identity theories, we investigate the relative effectiveness of brand-directed versus influencer-directed social media marketing in stimulating both customer engagement and purchase behaviour. First, we use a survey research design to collect data on customers’ intention to engage with the brand and purchase when exposed to brand-directed and influencer-directed social media marketing. Second, we collect data from a field experiment on a social media platform that captures customer engagement and brand sales at aggregate levels attributed to brand-directed and influencer-directed social media marketing. Consistently across both studies, we find that brand-directed and influencer-directed social media marketing positively impact customer engagement and customer purchase behaviour. Further evidenced across both studies, we find brand-directed social media marketing is more effective than influencer-directed social media marketing in fostering customer engagement, whereas influencer-directed social media marketing is more effective in driving customer purchases. We also find that female customers are more impacted by influencer-directed social media marketing on both dimensions than brand-directed social media marketing. The study provides a strategic direction for brands to optimally allocate their limited digital marketing budget between brand-directed and influencer-directed social media marketing based on their marketing objectives central to customer behaviour – either enhancing longer-term customer relationship building via engagement or generating shorter-term sales.

A Study on Importance of Branding and Its Effects on Products in Business

This study investigates the paramount significance of branding in the business realm and its profound impact on products. Branding, a strategic marketing tool, plays a pivotal role in shaping consumer perceptions, influencing purchasing decisions, and fostering brand loyalty. The research explores the multifaceted dimensions of branding, encompassing visual elements, brand messaging, and the overall brand experience. By analyzing case studies and market trends, the study aims to elucidate how effective branding not only distinguishes products in a saturated market but also contributes to the overall success and sustainability of businesses. The effects of branding on consumer trust, market positioning, and competitive advantage are scrutinized, highlighting its role in establishing emotional connections with the target audience. Additionally, the study delves into the impact of digitalization and social media on modern branding strategies, emphasizing the need for businesses to adapt to evolving consumer behaviors. Keywords: Branding, Marketing, Consumer Perception, Brand Loyalty, Competitive Advantage, Market Positioning, Brand Experience, Digital Marketing, Social Media, Business Success.

Finding the Right Voice: How CEO Communication on the Russia–Ukraine War Drives Public Engagement and Digital Activism

This research examines the influence of CEO versus brand communication on public engagement and digital activism during the Russia–Ukraine war. Brand communication refers to messages sent out through an organization's social media accounts, whereas CEO communication comes from the executive's personal account. The authors depart from an analysis of 236,119 tweets investigating the effects of message sender (CEO vs. brand), message framing (self vs. other), and message appeal (informational vs. emotional) on engagement (i.e., likes, retweets, and replies). To further understand, they subsequently deploy a 2 × 2 between-subjects design (N = 608) that introduces scenarios where either a CEO or brand proposes a public policy campaign, advocating support for U.S. citizens (self framing) or Ukrainian civilians (other framing). Key findings reveal that CEO communications foster greater engagement and digital activism than brand messages. CEO communication that merges self framed with informational appeals or other framed with emotional appeals outperforms brand messages regarding public engagement. In addition, CEO campaigns centered on Ukrainian civilians amplify digital activism, mirroring findings when brands approach the war's implications for U.S. citizens. Together, these insights unveil the intricate dance of message sender, framing, and appeal during global geopolitical events, providing vital knowledge for organizations and policy makers aiming to optimize public backing in times of war.

ELECTRONIC WORD-OF-MOUTH AND CUSTOMER PURCHASE INTENTION FOR HOTEL SERVICES IN DELTA STATE, NIGERIA

The study examined the effect of electronic word-of-mouth on customer purchase intention for hotel services in Delta state. The investigation used the cross-sectional survey research design. The study concentrated on customers of specific luxury hotels rated four and five stars in Asaba and Warri, Delta State. The total number of hotel customers in these two cities is unknown. The study used the snowball sampling technique. The sample size of 384 respondents was determined using the Cochran formula. Primary data were collected using a standardised questionnaire. Both face and content validity were used in this study to assess the validity of the research instrument. The investigation used internal consistency reliability. The collected data were analysed using descriptive statistics, namely frequencies and percentages. Pearson correlation analysis and regression analysis were used for inferential analysis. Findings showed that online reviews, brand information quality and message source credibility has significant positive relationship with customer purchase intention for hotel services. The study concluded that electronic word-of-mouth has significant positive effect on customer purchase intention for hotel services in Delta state. It was recommended amongst others that hotel managers should consistently check online review platforms for comments, respond swiftly and openly to any concerns presented by guests. Showing responsiveness can improve how the hotel is perceived.
 Keywords: Customer Purchase Intention, Electronic Word of Mouth, Hotel Services.

Public Relations Communication Strategies in Building Consumer Branding: Analysis of Unilever Company


 
 
 
 This article examines the Public Relations (PR) communication strategies employed by Unilever in building and maintaining a strong consumer branding. The study aims to understand how Unilever integrates PR communication strategies and adapts to the digital and social media era to create positive relationships with consumers. The research follows a qualitative approach, utilizing data collection techniques such as market research and consumer trend analysis and utilized a systematic Literature Review (SLR) method. The analysis reveals that Unilever emphasizes transparency, honesty, and consistency in their brand messages and values. They actively engage with consumers through social and environmental initiatives, creating a responsible and caring brand image. The results demonstrate that Unilever's PR strategies have successfully built a strong consumer branding and generated sustainable customer loyalty. The findings have implications for companies seeking to establish a positive and sustainable brand image in a competitive global market.
 
 
 

Impact of Social Media Marketing on Brand Equity in the United States

Purpose: The aim of the study was to assess the impact of social media marketing on brand equity in the United States. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Research on the impact of social media marketing on brand equity in the United States suggests a significant positive relationship between the two variables. Studies indicate that effective utilization of social media platforms by brands enhances brand awareness, brand image, brand loyalty, and overall brand equity. Engaging content, interactive communication with consumers, and consistent brand messaging are identified as key factors contributing to this positive impact. Additionally, the ability of social media to facilitate direct interaction between brands and consumers fosters trust and emotional connections, leading to stronger brand equity. However, the effectiveness of social media marketing strategies varies depending on factors such as industry, target audience, and the specific platforms used, highlighting the importance of tailored approaches for optimal results. Implications to Theory, Practice and Policy: Social Identity Theory, Uses and Gratifications Theory and Cognitive Dissonance Theory may be use to anchor future studies on assessing the impact of social media marketing on brand equity in the United States. Encourage businesses to adopt a holistic approach to social media marketing that aligns with their overall brand strategy and objectives. Advocate for industry-wide standards and guidelines to promote ethical and responsible use of social media marketing techniques.

Role of Emotional Appeals in International Advertising Campaigns in Cameroon

Purpose: The aim of the study was to assess the role of emotional appeals in international advertising campaigns in Cameroon. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Research on the role of emotional appeals in international advertising campaigns in Cameroon indicates that emotions play a significant role in influencing consumer behavior and brand perception. Emotional appeals, such as humor, nostalgia, and empathy, have been found to effectively capture consumers' attention and evoke positive attitudes toward advertised products or services. However, cultural nuances and socio-economic factors must be considered when crafting emotional appeals for international advertising in Cameroon. While certain emotions may resonate universally, others may vary in effectiveness depending on cultural values and preferences. Therefore, successful international advertising campaigns in Cameroon require a careful balance of emotional appeals that align with local cultural norms and resonate with the target audience's emotions, ultimately leading to increased brand engagement and purchase intent. Implications to Theory, Practice and Policy: Cultural dimensions' theory, elaboration likelihood model and cross-cultural consumer behavior framework may be use to anchor future studies on assessing the role of emotional appeals in international advertising campaigns in Cameroon. Marketers should prioritize crafting emotionally resonant narratives that are tailored to specific cultural nuances while maintaining a cohesive brand message. Policymakers should advocate for policies that promote cultural sensitivity and inclusivity in international advertising practices.

An Analytical Study on Effectiveness of Advertising on Branding

Abstract: This research paper delves into the profound influence of effective advertising on the process of branding. Advertising serves as a pivotal tool in shaping the brand identity, perception, and recognition in the minds of consumers. The paper reviews various methods to assess advertising effectiveness, including quantitative and qualitative metrics, tracking consumer engagement, and analyzing market trends. By scrutinizing real-world examples of brands that have effectively harnessed advertising to reinforce their brand image, the research underscores the symbiotic relationship between compelling advertisements and the creation of enduring brand equity. Furthermore, the paper discusses the potential challenges and ethical considerations that arise when employing advertising to build and enhance brands. It investigates the balance between creating impactful, memorable ads and maintaining authenticity and transparency in brand messaging.

Understanding The Impact Of Covid-19 Pandemic On Corporate Branding Strategies

This research aims to investigate the effects of the COVID-19 pandemic on corporate branding strategies. Employing a phenomenological approach, the study delves into the lived experiences of corporate stakeholders amidst the pandemic. The sampling technique involves purposive sampling of corporate representatives and marketing professionals renowned for their expertise in branding strategies. Data collection is conducted through in-depth interviews, allowing for a rich understanding of participants' perceptions and experiences. Thematic analysis is employed to identify patterns, trends, and emergent themes from the interview data. Preliminary findings indicate shifts in branding strategies towards digital platforms, heightened emphasis on brand authenticity, and a reevaluation of brand messaging in response to the evolving socio-economic landscape influenced by the pandemic.

Brand loyalty in FinTech services: The role of self-concept, customer engagement behavior and self-brand connection

The concurrent effects of customer predispositions, customer engagement behaviour (CEB) and self-brand connections (SBC) on loyalty are less understood. This article will examine how relationship quality and consumer predispositions (self-concept, brand communal focus) affect loyalty, with customer engagement behaviour and self-brand connection acting as mediating factors. A cross-sectional survey with a quantitative study design was used to gather information from 380 users of FinTech apps in the Indian state of Karnataka. The main findings indicate that self-concept does not generate loyalty by itself but rather fosters loyalty through the mediation of SBC and CEBs. Similarly, a trusted and satisfied customer remains brand loyal. A sense of communal focus among consumers results in self-brand connections only if they are positively engaged with the brand. Customer interactions and engagement in social media can have a significant impact on the development of digital self-brand relationships. Contrary to the literature, we found that positive engagement fosters loyalty only if it leads to brand connection. Repeat patronage and willingness to buy new products or price insensitivity depend on strong emotional brand connections and CEBs. Hence, FinTech companies should match their experiences, offerings, and brand messages to the way that consumers view themselves. To engage customers in new ways and establish a connection with them, they should also offer stimulating and compelling virtual experiences on their platforms. Therefore, FinTech consumers can maintain brand loyalty through self-brand connections and brand engagement through self-concepts.

Evaluating the Reliability and Validity of Practitioners and Consumers’ Advertising Creativity Assessments

Ad creativity, based on the originality, meaningfulness, and craftsmanship of a brand message, is widely studied as an important mechanism of advertising success. These studies are based on practitioners’ and consumers’ creativity assessments. The purpose of this study is to evaluate the creativity assessments of these two groups against empirical standards in terms of intercoder reliability, stability, criterion validity, and predictive validity. To address this aim, sixty Instagram brand messages from the top-100 most interactive Instagram brand accounts were assessed by practitioners, consumers, and trained advertising researchers (for examining criterion validity). The results showed that practitioners and consumers can produce stable creativity assessments provided that the number of coders is large enough. Moreover, the results showed that assessments of both groups differed in terms of criterion validity. Examining the predictive validity showed that both groups yielded different outcome measures. These results (1) confirm that the creativity assessments of practitioners and consumers differ and (2) show that the quality of these assessments are contingent on the group of assessors (practitioners or consumers), sample size, and the assessed creativity dimensions. These findings have important implications for the design, evaluation, and comparability of creativity studies.

Decoding The Covert Messages in Advertising: A Semiotics Case Study of Navi Mumbai

Semiotics is the study of signs and symbols, and how they are used to communicate meaning. It helps advertisers understand how different signs and symbols are interpreted by consumers of different groups. This helps companies in framing messages which can easily convey the exact message to the right target customers and audience. Signs include various colors, shapes, and images to evoke feelings as each of these is associated with specific emotions and feelings. The proper usage of the colors and symbols creates an impact and the advertisement is registered in the audience’s mind.
 Semiotics gives marketers an effective medium to communicate the meaning past words, utilizing signs and images that help in creating a brand identity and generate brand recall amongst the people. By utilizing components such as logos, colors, and symbolism, marketers make a visual impact that rises above phonetic clutter and encourages prompt acknowledgment. This enhances brand review and differentiation in an increasingly cluttered advertising scene.
 
 Semiotics plays a significant part within the domain of how shoppers see and decipher brand messages. This study aims to study its significant impact on shopper behavior, brand personality, and social reverberation.
 The study has been carried out in and around Navi Mumbai. Respondents mainly comprised marketing students, teachers and professionals among others. To understand the preference of consumers in depth, various tests like Chi Square, Anova, regression analysis and t tests were carried out by the researchers. Primarily, they reveal that consumer preference varies across age groups and various elements of semiotics have an impact on brand recognition. The managerial implications of each of the tested objectives have been discussed in detail further in the paper.

EXPLORING THE EFFICACY OF INTEGRATING ILLUSTRATION IN PACKAGE DESIGN

In the current competitive market landscape, companies are actively striving hard to create a distinctive identity from their rival company. Packaging especially in FMCG brands becoming a sales promotional tool. It helps in establishing effective communication and creating a lasting impression on their target audience. Within the constraints of time and with low involvement of the customer the purpose of packaging has been shifted from functional to attention seeker on an emotive level. These days we can see the rise of incorporating the illustration on the package design. Illustration can captivate the attention of the customer and visually persuade the customer to make a purchase decision. The present study after a comprehensive literature review prepares a questionnaire for conducting an online survey to analyze the effectiveness of using illustrations on the package design of a product. A convenience sampling model is adopted to get the response from the participants. A total of 144 respondents aged above 17 years in the survey helped in understanding that utilizing an illustration on package design can have a positive impact on consumer purchase decisions and can create effective communication by delivering brand messages. Also, it helps in creating a brand relationship with the customers.

Optimizing Positive e-Word of Mouth: Unveiling the Influence of Brand Personification, Social Presence, and Message Characteristics

Several companies aim to enhance digital marketing communication processes to achieve desired outcomes. Strategies include brand personification, embodying a human persona for the brand, and fostering social presence, perceived through communication activities. The characteristics of the message also play a significant role. However, research on the role of brand personification, social presence, and message characteristics on Instagram remains scarce. This study investigates their influence on positive e-word-of-mouth intention within Indonesia's telecommunication service provider industry. A quantitative research method is employed, using Structural Equation Modeling (SEM) with the Lisrel program for data analysis from 254 respondents, findings indicate significant effects. Brand personification, social presence, and message characteristics positively impact e-word-of-mouth intention, with respective influences of 0.17, 0.27, and 0.40. The study suggests telecommunication companies leverage these factors to cultivate positive e-word-of-mouth intention among customers, aiding in digital marketing effectiveness.

Navigating the New Wave; Unveiling the Transformation Effects of social media On Digital Marketing in The Emerging Era

Consumers already engage proactively in influencing brand narratives through their comments, reviews, and shared content. The inherent vitality of social media may exponentially disseminate a brand's message to a broad and diverse audience, extending its reach beyond the confines of conventional marketing strategies. Furthermore, the abundant data produced by interactions on social media platforms offers firms unparalleled insights into customer behaviour and preferences. Advanced analytics tools empower marketers to monitor and analyze user activity, facilitating the creation of more focused and customized digital marketing efforts. Utilizing data to drive marketing initiatives improves the efficiency and efficacy of the strategies, optimizing the allocation of resources for the greatest impact. Social media platforms have evolved into central sites for influencer marketing, when individuals possessing substantial online followings work with corporations to endorse products or services. The integration of social media into the landscape of digital marketing has brought about a transformative shift, reshaping the way businesses engage with their audience and conduct marketing strategies in the emerging era. This progression is characterized by many significant impacts that emphasize the dynamic interaction between social media and digital marketing. The pace and extent of digital marketing initiatives have been revolutionized by the immediate and worldwide reach of social media platforms. Influencer marketing utilizes the trust and authenticity that influencers possess, establishing a direct and relevant bond with the audience. The research concluded that the integration of social media into digital marketing signifies a paradigm shift in how businesses communicate, engage, and market to their audience. The transformative effects of this integration underscore the need for businesses to adapt and harness the power of social media in crafting compelling and authentic digital marketing strategies in the emerging era.

Correction: Highlighting discrepancies in brand messaging increases social media engagement

Correction: Highlighting discrepancies in brand messaging increases social media engagement