Corporate Marketing Communication Research Articles

Reviewing the Challenging Factors of Survival During COVID 19 Uncertainty

Social media /online platforms are particularly important in times of crisis, as they are a vital channel for providing and ensuring access to information about products and services in an efficient manner. In a time of crisis and economic down turn, businesses usually begin to cut expenses, while they reduce their marketing budget; the key question is how business make an effort to be visible for their customers and how they react to uncertain situation. This research will review the existing literature to lays out the theoretical foundations to extract the ‘happenings’ and issues of marketing during the crises and provide some evidence of the global companies. It would suggest how businesses can better prepare themselves so that they can be more resilient to overcome the uncertainty and more agile to cope with these challenges in future. Despite the perennial need to understand and manage uncertainty in business, there is lack of data that highlight on the corporate marketing communication approaches for their customers. The findings of this research suggested that, during any crisis or high uncertainty, businesses must prepare themselves to alter their corporate marketing communication approaches and strategies, for their customers. This will reduce stereotype attitude, confusion, backlash or any negative connotation. To stay afloat in a highly competitive digital world, businesses can focus on clarity and tone of the communication message, align their operational and strategic process and it outcomes. Be vigilant by identifying the vulnerability and refocusing on brand values. Gather intelligent information using analytical tools – internal and external information. Devise appropriate reactive and proactive responsive strategies to survive in uncertain situation.

Economic Activity as a Determinant for Customer Adoption of Social Media Marketing

The issue of an effective use of social media as a tool of responsible and sustainable corporate communication policy has been the subject of intensive research for more than a decade. The presented study examines the issue of customer acceptance of communication activities of organizations in the social media environment. The aim of the study is to identify, through an empirical analysis performed on a sample of 1584 Central Europeans, whether the form of economic activity of the customer has an impact on the degree of acceptance of corporate marketing communication on social media. Based on a thorough statistical analysis, it can be stated that the perception of the use of e-marketing on social media is statistically significantly related to the economic activity of the customer. Social media marketing is perceived as rather positive by customers belonging to the category of students and entrepreneurs, while this form of promotion is evaluated neutrally by customers from the category of the unemployed and retirees. Negative acceptance is recorded only insignificantly across all involved groups. Based on the similarity of the behavior of customer groups, it is possible to more precisely target the online activity of organizations, thereby increasing the efficiency of spending business resources and eliminating market risks in terms of reputational issues.

DEVELOPMENT OF CORPORATE MARKETING COMMUNICATION (CMC) BRANDING MODEL IN IAIN TULUNGAGUNG: TOWARD THE ERA OF WORLD CLASS UNIVERSITY

The study describes and analyzes the use of corporate marketing communication strategies towards Higher Education at the international level. This study used a qualitative descriptive method, with the research site at IAIN Tulungagung. The research subjects are members of the academic community, teaching staff, education staff and stakeholders. The research period was for the 2018/2019 academic year. The results showed that the typology of the marketing or promotion model used collaboration between internal parties (academics, stakeholders) and external parties (institutions, channel partners, media, government, industrial bodies and institutions, the educational community and the general public). Its implementation uses corporate advertising, sponsorship, sales presentations, online activities, branding, corporate advertising, press releases, press conferences, events, and awards. The study implications deal with the increase in: (1) Higher Education Identity, Image, Reputation; (2) Higher Education Social Responsibility (CSR); (3) media relation effectiveness; (4) more efficient marketing communications; (5) the more intensive Internal Communication System; (6) investor relation improvement; (7) conducive relations with the Government, and (8) the reliability in overcoming crisis communication. These have an impact on improving the quality of IAIN Tulungagung toward the level of International Higher Education.

The Perception of Dietary Supplements Among Consumers Engaged in Sports on a Regular Basis

The inaccurate perception of their own body image can be observed not only among physically inactive people, but also among those doing sports on a regular basis. Corporate marketing communication further increases these uncertainties and doubts in people doing sport on a regular basis, and thus they can easily become actual consumers of dietary supplements. The results of our primary research (n=737) show the sport-related activities, attitudes and segmentation of those engaged in sports regularly, including details about the dietary supplements market. Our results indicate that the group of people engaged in sports on a regular basis is far from being a homogeneous segment. 56.4% of them in general show a positive attitude towards dietary supplements and they constitute the potential consumers of the product range. Opinion leaders (coaches), reference groups and word of mouth advertising (fellow sportsmen) were found to play the key role in choosing particular dietary supplements.

Change in Responsible Consumer Behaviour Through Generations?

In our accelerated world, in the era of over-consumption, decisions and choices have got more and more emphases than before. In spite of the fact, that conscious and responsible behaviour did not draw as much attention as it does nowadays, the whole society suffers the consequences of decisions independently from which generation can be blamed. However, the education for responsible behaviour has started and become more important than ever, the real change in the attitude and the approach to responsibility still needs a lot of time. The research conducted among Hungarian consumers aims to reveal the differences between the generations’ consumer behaviour with special focus on the FMCG market. In the analysis of the factors influencing consumer decision-making, the corporate marketing communication as well as the environmental and social aspects get central role.

The use of new technologies for corporate marketing communication in luxury retailing

PurposeThe purpose of this paper is to explore the extent to which luxury brand retailers use new technologies as a tool for corporate marketing communication.Design/methodology/approachThe authors used a multiple-case study approach consisting of five information-rich cases, with the similar characteristics of large firms selling luxury brands which are aware of the importance of innovation. In each company, the authors interviewed the key person in charge of marketing innovation strategies and collected data from annual reports, press releases and direct observation of all the new technology categories used.FindingsThe findings of this paper reveal that this sector is considerably aware of the benefits of using new media as a marketing communication tool, while the effective use of these new media is still limited.Research limitations/implicationsThis paper provides an empirical contribution to the emerging topic of innovation and technology management in retailing, with the emphasis being placed on the luxury sector through an in-depth investigation of the usage of new technologies by the firms studied.Originality/valueThis paper is the first one investigating thoroughly the luxury sector usage of new technologies to improve corporate marketing communication.

The Impact of Big Data Processing Framework for Artificial Intelligence within Corporate Marketing Communication

This research examines what impact the Big Data Processing Framework (BDPF) has on Artificial Intelligence (AI) applications within Corporate Marketing Communication (CMC), and thereby the research question stated is: What is the potential impact of the BDPF on AI applications within the CMC tactical and managerial functions? To fulfill the purpose of this research, a qualitative research strategy was applied, including semi-structured interviews with experts within the different fields of examination: management, AI technology and CMC. The findings were analyzed through performing a thematic analysis, where coding was conducted in two steps. AI has many useful applications within CMC, which currently mainly are of the basic form of AI, so-called rule-based systems. However, the more complicated communication systems are used in some areas. Based on these findings, the impact of the BDPF on AI applications is assessed by examining different characteristics of the processing frameworks. The BDPF initially imposes both an administrative and compliance burden on organizations within this industry, and is particularly severe when machine learning is used. These burdens foremost stem from the general restriction of processing personal data and the data erasure requirement. However, in the long term, these burdens instead contribute to a positive impact on machine learning. The timeframe until enforcement contributes to a somewhat negative impact in the short term, which is also true for the uncertainty around interpretations of the BDPF requirements. Yet, the BDPF provides flexibility in how to become compliant, which is favorable for AI applications. Finally, BDPF compliance can increase company value, and thereby incentivize investments into AI models of higher transparency. The impact of the BDPF is quite insignificant for the basic forms of AI applications, which are currently most common within CMC. However, for the more complicated applications that are used, the BDPF is found to have a more severe negative impact in the short term, while it instead has a positive impact in the long term.

HAIER: “Beat the Heat”

Subject area Marketing, brand management, promotion management and corporate social responsibility. Study level/applicability Undergraduate and postgraduate. Case overview How does the “country-of-origin” issue affect brands, and what do brands need to do? The case of unique and small corporate social responsibility (CSR) programs and their impact on creating brand awareness. Aamer Khan, Managing Director Hafet Electrical LLC, the sole distributor for of Haier in United Arab Emirates (UAE) was reviewing their half yearly results. Among the more unconventional strategies they had adopted was one where they used community engagement to get an insight into the local market and develop brand awareness as a caring top quality brand. The CEO of Haier, Zhang Ruimin stressed that “quality is and will remain the essence of business sustainable, whether in the past, present or future”. Aamer was evaluating the effectiveness of the strategy and considering its impact. Should he use a similar strategy next year? This case deals with the “country-of-origin” issue, an important aspect in branding a key strategy of marketing. The Haier brand and its country-of-origin were investigated among the Emirati (UAE nationals) consumers. This was done as part of a capstone research project by Meerah, Sara and Azza at Zayed University, Dubai. Further, the group created a unique CSR program for the Haier, whereby they invited people to join them in a Walkathon to raise money for a charitable cause. Haier donated various products like refrigerators, air coolers and air conditioners towards this charity. By creating this event, the group raised awareness of the Haier brand among the local population. Expected learning outcomes What is: “Country of origin” (coo) in marketing and its effect on brands? The role of CSR in corporate marketing communication? The role of small events in building brands? Supplementary materials Teaching notes.

Corporate marketing management and corporate‐identity building

PurposeCorporate identity has become one of the major topics in the field of corporate marketing studies, but the relationship between corporate marketing management and corporate‐identity building seems still stuck at the stage of operational rather than strategic considerations. Corporate identity is understood largely in terms of instrumentality for enhancing competitive advantage, and corporate marketing is mostly discussed as only an execution part in representing corporate identity to the stakeholders. To address this issue, the purpose of this paper is to propose a model which explicates the strategic roles the corporate marketing manager plays in building effective corporate identity.Design/methodology/approachThe paper explores strategic management of the corporate‐identity construction process and marketing communication management of corporate‐identity representation from the perspectives of sociology, organisational psychology and corporate marketing communication, primarily based on the narrative paradigm. Detailed theoretical exploration, coupled with several conceptual propositions as well as analyses of exemplary cases, provides academic and practical implications for corporate marketing researchers and managers.FindingsThe proposed model conceptualises that the corporate marketing manager assumes three strategic roles for building effective corporate identity: narrative coordinator to manage the narrative construction process, narrative‐network weaver to manage the narrative network, and narrative co‐author to manage the external communication programmes. These roles define the strategic relationship between corporate marketing management and corporate‐identity building.Originality/valueThe paper contributes to furthering the understanding of how to use the narrative paradigm for effective corporate‐identity building, which may help enhancement of business performance.