Communication Strategies Research Articles

Strategi Komunikasi Pemasaran MAD For Makeup dalam Menciptakan Brand Image Sebagai Merek Kosmetik untuk Gen Z

This research discusses the marketing communication strategies implemented by MAD For Makeup in an effort to create a brand image as a major player in the cosmetics industry, especially in attracting attention and building engagement with the Generation Z target market. The research method involves a comprehensive analysis of the marketing communication campaigns carried out by MAD For Makeup, with a focus on the use of social media, celebrity endorsements, and product innovation. This research aims to evaluate the extent to which this communication strategy has succeeded in creating a strong and relevant brand image for Generation Z consumers. The findings of this research are expected to provide in-depth insight regarding the impact of marketing communication strategies on brand perception among Generation Z, as well as provide guidance for the cosmetics industry in understanding dynamic market preferences and expectations.

Wildlife values can inform strategic conservation communication efforts

ABSTRACT The ways in which people value wildlife, or “wildlife value orientations,” shape attitudes and behaviors and can even predict support for environmental issues. As such, wildlife value orientations can be used strategically to inform communication strategies. We used a national, experimental framing survey (n = 1,998) to investigate how the two most predominant wildlife value orientations in the US – domination and mutualism – affect people’s intentions to engage in conservation behaviors. Results showed that respondents on the mutualistic scale were more likely to express strong intentions to donate, engage in political activity, and adopt simple actions in support of conservation. In mutualistic-oriented respondents, pessimistically framed messages generally increased intentions to donate, but both optimistic and pessimistic-framed messages were likely to backfire and reduce intentions to adopt personal conservation actions. Our findings provide preliminary empirical evidence that wildlife value orientations could guide more effective communication approaches leading to behavior change.

Does the cinematic depiction of a place deceive viewers’ perception of its reality? Exploring movie-induced destination stereotypes

ABSTRACT Globalization of media is leading to tourists constructing imagery of unfamiliar destinations. Drawing on the associative memory theory and stereotype content model, this research proposes that cinematic portrayal of a destination would induce stereotypes in the minds of tourists that align with the movie theme. Using Between-subject experiments, the stereotyped perceptions of potential tourists regarding the destination were captured in the form of destination image and personality. The valence of stereotypes is also observed using the various dimensions of the constructs: destination image and personality. Further, based on social cognitive theory, this research explores how individuals’ sensation-seeking trait influences their response to a movie theme and, thus, shapes their travel intentions for the depicted destination. The results of this research may assist destination marketing organisations in devising their positioning and communication strategy regarding a destination such that the elements of story-telling in popular media may not adversely impact the perceptions of potential tourists.

Lessons learnt from daily oral PrEP delivery to inform national planning for PrEP ring introduction for women in low-income and middle-income countries: a qualitative inquiry of international stakeholders

IntroductionSome African countries plan to introduce and scale-up new long-acting pre-exposure prophylaxis methods (LA-PrEP), like the monthly dapivirine vaginal ring (PrEP ring) and injectable cabotegravir. National costed implementation plans, roadmaps...

Validation of the Self-Efficacy Questionnaire (SE-12-Gr) Assessing the Healthcare Professionals' Self-Reported Communication Skills with Older Healthcare Users in Greece.

Patients' satisfaction with their interaction with the healthcare providers has been found to correlate with adherence to therapeutic plans and better health outcomes. Healthcare providers are experiencing barriers when communicating with specific population subgroups, such as people with low health literacy, low education, and older age. Enhancing the communication skills of the healthcare providers working with older adults could facilitate their interaction with the patients. This study presents the validation of the Self-efficacy-12 (SE-12) in Greek. This is an instrument measuring healthcare providers' self-efficacy of communication skills used during their interaction with older patients. A sample of 230 healthcare providers working with older adults participated in the study. The scale showed good psychometric properties (S-CVI=.97, Cronbach a = .95, ICC = .81). A medium to high correlation was found with the generalized self-efficacy questionnaire. Exploratory Factor Analysis (EFA) yielded two factors ("Self-efficacy in communication skills and strategies" and "Self-efficacy of successful interaction") with good psychometric properties. The SE-12-GR is a brief, valid, and reliable tool for assessing self-efficacy of communication skills and it could be integrated as part of the health literacy tools for healthcare providers working with older people in Greece.

Communication Strategies to Promote COVID-19 Vaccination Intention: How Effective are Source, Appeal, Framing, and Evidence Type Approaches?

ABSTRACT This systematic review analyzed the effectiveness of key persuasive strategies – source, appeal, framing, and evidence (SAFE) – on COVID-19 vaccination intention. Quantitative studies were searched in Web of Science, Scopus, and PubMed following the PRISMA guidelines. From the 61 studies that met inclusion criteria, source and framing are the most commonly applied SAFE strategies. However, source characteristics are a more consistent influence on vaccine intentions than message framing strategies, with expert sources and general practitioners emerging as the key sources contributing to greater vaccine intentions. In addition, a range of mediators and moderators influence the process through which SAFE message strategies impact vaccine intentions. Framing effects, in particular, are moderated by political identity, source characteristics, and vaccine perceptions. Tests of mediating processes highlight how health behavior judgments (e.g. perceived vaccine benefits, risks, trust in vaccination, perceived severity) and message response/perceptions (e.g. counterarguing, perceived similarity/empathy) operate as key intervening factors between SAFE message strategies and vaccine intentions. Overall, when practitioners apply various structural approaches (narrative elements, fear appeals, framing cues) to vaccine promotion campaigns, they should be cognizant of who is providing that appeal. Targeted populations may benefit most from different structural elements if they are integrated with sources that resonate with the audience.

Коммуникативные стратегии лидера мнений: «чужое слово» как средство выражения оценки в PR-биографии

The article provides a multidimensional characterization of the genre of PR biography, which is frequent in PR discourse. The authors analyze "someone else's word" as a means of expressing an assessment in a PR biography, using such research methods as lexico-conceptual-semantic, interpretive analysis, contextual analysis, content analysis. Evaluativeness in PR discourse acts as a significant category that carries the general tone of the statement. Opinion leaders of various social status use a typical communication strategy typical of modern PR discourse, and at the same time carrying a new tactic, broadcast by one or another author / addressee. The results of the scientific research are shown on the basis of identifying the mechanisms by which direct positive assessments are included in the PR biography.

Data Security and Consumer Trust in Fintech Innovations using Technology Adoption Method

This study investigates the interplay between data security and consumer trust in the context of fintech innovation, employing the Technology Adoption Model (TAM) as the theoretical framework. Fintech, characterized by its rapid technological advancements, has revolutionized traditional financial services, offering convenience and efficiency. However, concerns about data security and privacy have emerged as significant barriers to consumer adoption and trust. The research methodology involves a comprehensive literature review to establish the theoretical foundation and empirical analysis of consumer perceptions through surveys and interviews. The TAM framework, which examines users' attitudes and behaviors towards technology adoption, serves as a lens to understand how data security measures influence consumer trust in fintech platforms. Results indicate that consumers prioritize data security and privacy when evaluating fintech services, with perceptions of security significantly impacting trust levels. Factors such as encryption protocols, authentication mechanisms, and regulatory compliance play crucial roles in shaping consumer perceptions of data security. Additionally, transparency and communication regarding data handling practices enhance trust and mitigate concerns. The study identifies the role of user experience design in fostering trust, as intuitive interfaces and clear privacy policies contribute to perceived security. The findings underscore the importance of proactive measures by fintech companies to address data security concerns, including robust cybersecurity protocols, regulatory compliance, and transparent communication strategies. The study highlights the intricate relationship between data security and consumer trust in fintech innovation, emphasizing the need for comprehensive approaches to mitigate risks and build consumer confidence. By understanding and addressing consumer perceptions and concerns, fintech companies can enhance trust and drive widespread adoption of innovative financial technologies. Keywords: fintech, adoption, security, trust, inclusion, investment, payment, insurance, technology, efficiency, innovation.

Conspiracy Theories, Vaccine Hesitancy and Determinants of Vaccination Acceptance in Nigeria: A Conceptual Review

Purpose: This conceptual review aims to dissect the intricate web of conspiracy theories, vaccine hesitancy and determinants of vaccination acceptance within Nigeria's socio-cultural context, shedding light on their genesis, propagation and impact on public health outcomes. Methodology: Employing a multidisciplinary approach, this study synthesizes existing literature and theoretical frameworks from various disciplines, including sociology, anthropology, public health, and communication studies. Methodological rigor is ensured through comprehensive literature review and critical appraisal of relevant studies, enabling a holistic exploration of the subject matter. Findings: Through a systematic analysis, the review identifies and examines socio-cultural, economic and political influences that shape vaccination behavior in Nigeria. It illuminates the multifaceted determinants contributing to vaccine hesitancy, ranging from religious beliefs to historical legacies to socio-economic factors and healthcare accessibility challenges. The review also highlights the genesis and propagation of conspiracy narratives, their impact on public trust in vaccination and consequent implications for immunization uptake. Unique Contribution to Theory, Policy and Practice: This review makes several contributions to theory, policy, and practice in the field of vaccination and public health. Firstly, it advances theoretical understanding by synthesizing existing knowledge and proposing conceptual frameworks that elucidate the socio-cultural, economic, and political determinants of vaccination behavior in Nigeria. Secondly, it informs policy development by identifying key areas for intervention, such as addressing vaccine hesitancy, countering misinformation, and strengthening healthcare infrastructure to enhance vaccine delivery. Finally, it offers practical insights for public health practitioners and policymakers, providing evidence-based recommendations for designing effective vaccination campaigns, communication strategies, and community engagement initiatives tailored to the Nigerian context.

Greenwashing perception in Spanish fast-fashion brands’ communication: modelling sustainable behaviours and attitudes

ABSTRACT While sustainability topics are gaining prominence in the communication strategies of fast-fashion brands, consumers remain sceptical and suspicious of the ambiguous and often misleading sustainable brand content. The purpose of this study is to analyse the perception of greenwashing in fast-fashion brands' sustainable communication and to identify its link to consumers' sustainable behaviour and attitudes. An analysis was conducted on five fast-fashion leading brands, based on a non-experimental cross-sectional analytical design and using an online survey. Research results show that consumers perceive greenwashing in the communication of all fast-fashion brands. Furthermore, the perception of greenwashing is higher when it is associated with the search for information on sustainable fashion, as well as the purchase of sustainable fashion. The study also concludes that the perception of greenwashing increases when fast fashion brands carry out advertising campaigns or disseminate their sustainability content through influencers or on their websites.

Evaluating feedback from an implementation advisory board to assess the rollout of a postpartum patient navigation program

BackgroundPatient navigation is an individualized intervention to facilitate comprehensive care which has not yet been fully implemented in obstetric or postpartum care.MethodsWe aimed to develop and evaluate a mechanism to incorporate feedback regarding implementation of postpartum patient navigation for low-income birthing individuals at an urban academic medical center. This study analyzed the role of an Implementation Advisory Board (IAB) in supporting an ongoing randomized trial of postpartum navigation. Over the first 24 months of the trial, the IAB included 11 rotating obstetricians, one clinic resource coordinator, one administrative leader, two obstetric nurses, one primary care physician, one social worker, and one medical assistant. Members completed serial surveys regarding program implementation, effects on patient care, and areas for improvement. Quarterly IAB meetings offered opportunities for additional feedback. Survey responses and meeting notes were analyzed using the constant comparative method and further interpreted within the Exploration, Preparation, Implementation, Sustainment (EPIS) Framework.ResultsMembers of the IAB returned 37 surveys and participated in five meetings over 24 months. Survey analysis revealed four themes among the inner context: reduced clinician burden, connection of care teams, communication strategies, and clinic workflow. Bridging factors included improved patient access to care, improved follow-up, and adding social context to care. Innovation factors included availability of navigators, importance of consistent communication, and adaptation over time. Meeting notes highlighted the importance of bidirectional feedback regarding implementation, and members expressed positive opinions regarding navigators’ effects on patient care, integration into clinic workflow, and responsiveness to feedback. IAB members initially suggested changes to improve implementation; later survey responses demonstrated successful program adaptations.ConclusionsMembers of an implementation advisory board provided key insights into the implementation of postpartum patient navigation that may be useful to promote dissemination of navigation and establish avenues for the engagement of implementing partners in other innovations.Trial registrationClinicalTrials.gov, NCT03922334. Registered April 19, 2019. The results here do not present the results of the primary trial, which is ongoing.

Application of the New Public Relations Paradigm in the Cyberspace Retail Industry

This research aims to analyze the application of the New Public Relations (NPR) paradigm in the retail industry, by taking a case study of a well-known retail company, Alfamart. The NPR paradigm emphasizes the importance of two-way interaction between organizations and stakeholders, as well as an emphasis on values, transparency, and community involvement. This study uses a qualitative approach with data collection techniques in the form of in-depth interviews with various related parties in Alfamart, such as senior management, PR staff, and consumers. Data analysis was conducted by detailing communication practices that reflect the NPR paradigm. The results of this study reveal that Alfamart has implemented various aspects of the NPR paradigm in its communication strategy. They understand the importance of listening to input and feedback from consumers and strive to provide honest, transparent and relevant information to stakeholders. In addition, Alfamart is also active in involving themselves in social and community activities, reflecting their commitment to corporate social responsibility. This research contributes to the understanding of how retail companies can adopt the NPR paradigm in managing relationships with consumers and society more effectively. This research contributes to the understanding of how retail companies can adopt the NPR paradigm in managing relationships with consumers and society more effectively.

Fuel Subsidy Removal and Macroeconomic Performance in Nigeria

The government of Nigeria removed fuel subsidy on the premise that fuel subsidy is a drain on government finances, causes macroeconomic instability, and generates adverse social welfare in the country. The objective of this paper is to examine the effect of fuel subsidy removal on macroeconomic performance in Nigeria. The paper adopts a desk review method and obtains secondary data from the documents of reputable organizations such as the Central Bank of Nigeria, the National Bureau of Statistics, and the Nigerian National Petroleum Company Ltd. Descriptive statistics was employed for the analysis of data. The study found out that the removal of fuel subsidy resulted in the increase of premium motor spirit price across the country generating inflationary trend. It improved revenue generation for government expenditure, curtailed cross border smuggling and corruption inherent in the downstream sector of the petroleum sector. It was based on these findings that the paper recommends a proper coordination of the fiscal policies and the Central Bank of Nigeria to effectively manage the macroeconomic effect of the subsidy removal. It is also important for the government to develop an effective communication strategy to engage stakeholders on the necessity for the subsidy removal and put in place an effective palliative measure to alleviate the attendant adverse conditions that it generated.

Sustainability Science Communication: Case Study of a True Cost Campaign in Germany

The Anthropocene, marked by human-induced climate change, necessitates urgent action to address climate goals and respect planetary boundaries. While sustainability research provides knowledge, the first challenge lies in communicating the findings in an adequate manner to the public and several stakeholders, such as economic and political actors. Therefore, this study explores the significance of science communication in sustainability science, focusing on a case study—the True Cost Accounting (TCA) campaign by the University of Greifswald, Technical Institute of Nuremberg, and German retailer PENNY. TCA herein serves as a transparency tool, economic incentive, and discussion basis for sustainable consumption. This study investigates consumer perceptions of ecological prices of foods through a face-to-face survey during the 2023 PENNY campaign, comparing results to an informational campaign carried out in 2021. Findings indicate a high awareness of the true cost campaign in 2023, with 50.8% of participants hearing about it. Consumers’ willingness to pay true costs and potential behavior changes were explored. In comparison to results from the informational campaign of 2021, customers showed a decrease in this WTP when the true prices would actually impact their spending, indicating an attitude–behavior gap. In addition, a willingness to reduce the consumption of animal foods—if TCA was implemented—of 60.5% was determined, which suggests that TCA has the potential for sustainable behavior change. This study highlights factors that influence consumer attitudes and preferences regarding the inclusion of TCAs, such as environmental, social, and animal welfare costs. Customers’ understanding of increased prices—like, in this case, the compensation for environmental and social costs—is an argument in favor of true prices. The results emphasize the need for differentiated scientific communication strategies to bridge knowledge and action gaps in sustainability science.

“Genderation,” Identity, and Authenticity in the LGBTQ Marketplace

This study explores how LGBTQ identities and expressions evolve across generations, emphasizing the impact of sociocultural dynamics. It introduces the concept of “Genderation” to capture the fluidity and plurality of LGBTQ identities among younger cohorts, challenging traditional binary frameworks. The paper delves into the complexities marketers face in authentically representing this demographic, urging for inclusive and sensitive communication strategies. It highlights the pivotal role of digital platforms in identity formation and advocates for marketing practices that recognize and celebrate the diversity within the LGBTQ community. The research calls for a broader, global understanding of these generational shifts and a deeper investigation into the intersections of gender and sexuality, offering insightful directions for future inquiry and practice.

Crisis communication strategies: A qualitative study about a natural medicine controversy in Colombia

Crisis communication strategies: A qualitative study about a natural medicine controversy in Colombia

Navigating the climate change minefield: the influence of metaphor on climate doomism

Climate doomism is an increasing concern for climate change communication. In the United States, this opinion regarding anthropogenic climate change is now more prevalent than climate skepticism, and is the primary reason cited for opposition to climate action. Doomism is the belief that catastrophic warming of the planet is now inevitable, and that effective mitigation is impossible. The behaviors resulting from this view are comparable to the result of climate skepticism: doomism produces paralyzing eco-anxiety and subsequently inaction. Prior work has hypothesized that the rise in climate doomism and eco-anxiety is linked to climate change risk communication. This study investigates the possibility that the metaphoric language used to communicate the severity and urgency of climate change could inadvertently promote doomism. We employ a survey model to test the influence of metaphoric language on perception of urgency, feasibility, and individual agency in relation to the climate crisis. American English-speaking participants (N = 1,542) read a paragraph describing climate change either as a “cliff edge” or “minefield,” with human agency manipulated to be present or absent. Responses were considered to be doomist if they reported a high sense of urgency, paired with a low sense of feasibility and/or agency; this indicates they have a high awareness of the risks associated with the climate crisis, but a low belief that it will be addressed, and/or that their actions can produce meaningful change. Use of either metaphor improved perceived feasibility without a reduction in urgency, indicating that metaphor is an effective climate communication strategy for conveying risk without promoting doomism. However, metaphoric presentation is only effective when paired with human agency, suggesting that agency is a necessary component for successful metaphoric climate communication strategies.

Crafting a healthier future: exploring the nexus of product design, digital innovations and dynamic marketing for obesity prevention. A literature review

PurposeThe current work aims to present a review of academic literature that systematizes the body of knowledge related to marketing and consumer behavior in order to identify the most effective variables that encourage the consumer towards a proper and better lifestyle, accordingly the paradigm of management, marketing and technology efforts to promote a “better” society preventing obesity.Design/methodology/approachA literature review was carried out to examine the studies of marketing and consumer behavior published in international peer-reviewed journals over the last twenty-three years (2000–2023). Our review finally considered a total amount of 46 articles.FindingsFindings elucidate three overarching themes and associated sub-hemes, encompassing: (1) Product design for obesity prevention, including aspects such as labeling, nomenclature, packaging and assortment; (2) Technology-supported preventive measures, involving mobile applications, self-monitoring, short message services and digital therapeutics; and (3) Marketing and communication strategies, incorporating social advertising, nudge, social influence and initiatives targeting childhood obesity prevention. Furthermore, a comprehensive research agenda is presented, delineating potential avenues for future investigations predicated on the utility of the results in fostering subsequent endeavors within the realms of: efficacy and effectiveness studies; personalization and tailoring; behavioral change techniques and gamification; user experience and acceptance; cost-effectiveness and implementation; as well as ethical and privacy concerns.Research limitations/implicationsMain limitations are related to the characteristics of the analyzed literature, resulting in only English journal articles, book chapter and so on. Thus, other relevant contributions in different languages discussing interesting insights might have been neglected.Practical implicationsThis study offers several insights to managers, marketers and policymakers involved in the issue of the obesity prevention. Since obesity represents a crucial challenge for public health at a global level, with its incidence reaching epidemic proportions in recent decades, the results may be extremely useful and powerful because suggesting – by employing a robust resulting corpus of knowledge on this domain – several practical features, actions and tactics to face such an important challenge. Moreover, this paper offers for scholar and researcher a systematized knowledge around the issues of obesity prevention, together with a detailed research agenda emerging by the critical analysis of the emerging insights, and to practitioners systematized useful insights to project and develop their future business strategies.Social implicationsBy providing several actions and tactics for obesity prevention (e.g. as for product labeling, naming, packaging, assortment; the exploitation of new technologies for mobile applications design, self-monitoring, short message service (SMS) alert systems, digital therapeutics; the role of social advertising, nudge, social influence) this work perfectly match the emerging societal orientation related to business, marketing and technology efforts to create a “better” society.Originality/valueThe study shed lights the need for a holistic approach to obesity prevention, involving interaction between individual main topics. Importantly this is the first study to analyze the issue of obesity prevention by considering a multidisciplinary corpus of literature, analyzed trough an individual-centric orientation.

Understanding health education needs of pregnant women in China during public health emergencies: a qualitative study amidst the COVID-19 pandemic

BackgroundPublic health emergencies impose unique challenges on pregnant women, affecting their physiological, psychological, and social wellbeing. This study, focusing on the context of the corona virus disease in 2019 (COVID-19) pandemic in China, aims to comprehensively explore the experiences of pregnant women amidst diverse public health crises. Herein, we investigate the health education needs of pregnant Chinese women in regard to public health emergencies to provide a scientific foundation for the development of targeted health education strategies.ObjectiveThe study described in this article aims to explore the health education needs of pregnant Chinese women in the context of public health emergencies specifying the types of emergencies of pandemics and to provide a scientific basis for targeted health education interventions.MethodsThirteen pregnant women were purposively selected, and the rationale for this sample size lies in the qualitative nature of the study, seeking in-depth insights rather than generalizability. Data collection involved semi-structured interviews, and the Colaizzi, which is a structured qualitative technique used to extract, interpret, and organize significant statements from participant descriptions into themes, providing a comprehensive understanding of their lived experiences.ResultsThe analysis yielded six prominent themes encompassing the following areas: I. Personal protection and vaccine safety; II. Knowledge of maternal health; III. Knowledge of fetal health; IV. Knowledge of childbirth; V. Knowledge of postpartum recovery; and VI. Knowledge sources of health education for pregnant women and their expectations of healthcare providers. Theme I was analyzed with two sub-themes (needs for personal protection knowledge, vaccine safety knowledge needs); Theme II was analyzed with three sub-themes (nutrition and diet, exercise and rest, sexual life); Theme III was analyzed with three sub-themes (medications and hazardous substances, pregnancy check-ups, and fetal movement monitoring); Theme IV was analyzed with three sub-themes (family accompaniment, analgesia in childbirth, and choice of mode of delivery); Theme V was analyzed with one sub-theme (knowledge of postnatal recovery); Theme VI was analyzed with one sub-theme (expectations of Healthcare providers). Sub-themes within each main theme were identified, offering a nuanced understanding of the multifaceted challenges faced by pregnant women during public health emergencies. The interrelation between sub-themes and main themes contributes to a holistic portrayal of their experiences.ConclusionThe study emphasizes the need for healthcare professionals to tailor health education for pregnant women during emergencies, highlighting the role of the Internet in improving information dissemination. It recommends actionable strategies for effective health communication, ensuring these women receive comprehensive support through digital platforms for better health outcomes during public health crises.

Exploring the Communication, Information, and Education Strategies of the Indonesian FDA for COVID-19 Vaccine Development

The COVID-19 pandemic has become a complicated problem faced by the world. The absence of specific antiviral drugs or vaccines at the beginning of the outbreak made the public health approach the primary strategy for preventing the spread of COVID-19. The lack of transparency at the start of the COVID-19 outbreak also led to public misinformation. WHO called it an infodemic, an excess of information, whether true or not, making it difficult for people to determine valid references. In Indonesia, misinformation on health matters is not a new difficulty and is in the top rank along with socio-political. The government utilizes social media to provide information to the citizens. Social media itself has a vital role in the infodemic as a medium for disseminating information, whether credible or not. The Indonesian FDA plays an essential role in conducting education through social media. This study aims to map the elements forming citizens' engagement in Indonesian FDA social media use, especially in disseminating information about the COVID-19 vaccine. This study uses a regression method with citizens' engagement (calculated from the number of likes and comments) as the dependent variable. Three independent variables form citizen engagement elements: media richness, content production, and content type defined by the government. The sentiment toward government Instagram posts was measured by analyzing citizens' comments using the dataset from InSet Semantic Lexicon. Based on negative binomial regression results, data obtained that the framework developed in this research was statistically significant in observing the phenomenon. Media richness and content production significantly affect citizens' engagement. On the other hand, original and informative content encourages more citizen engagement. Generally, public sentiment on Indonesian FDA Instagram content, both head office and regional offices, tends to be more positive than negative.