Effectiveness Of Marketing Communications Research Articles

Marketing Communication Strategy in Tourism Development based on Local Wisdom of Jayapura City Communities

<p><strong>Introduction:</strong> Based on a two-way communication model, effective communication between stakeholders can foster citizen participation in tourism management. Jayapura City's coastal tourism potential must be professionally managed, as evidenced by limited facilities and ineffective promotional strategies. The study aims to examine the community's social, economic, and cultural characteristics and devise an effective marketing communication strategy for developing coastal tourism in Jayapura City.</p><p><strong>Methods: </strong>A qualitative approach utilizing a causal descriptive survey method, also called mixed methods. With Lisrell, the research was analyzed using multiple linear regression and the Structural Equation Model (SEM) model.</p><p><strong>Findings:</strong> The effectiveness of marketing communication in the development of beach tourism in Jayapura City is relatively low in the role of tourism managers and the use of media in tourism promotion. Coastal tourism managers are still dominated by the elderly who are not updated with digital technology. The potential of culture and local wisdom has not been optimized in tourism management. There has been no synergy between interested parties such as government, customary, and community in the application of tourism marketing communication.</p><strong>Originality:</strong> Many studies have been conducted on tourism marketing communication strategies, but only a few have studied them from the perspective of tourism development which involves participation and local wisdom of the people in Papua. This study shows that marketing communication strategies are part of the solution, and research on local wisdom and community culture can provide alternative tourism development to improve the welfare of local communities.

Language and thought: Linguistic relativity in social marketing communication

AbstractLinguistic relativity (linguistic patterns influence perception and cognition) is crucial for marketing communication effectiveness. The argument is that linguistic relativity enablers in marketing communication may assist marketers, communicators, and creators achieve the desired “effectiveness” more successfully. Based on this premise, prior research in consumer studies has examined language's mediation role in consumer perception and cognition. However, the question of identifying these enablers and the plausible existence of any structural relationship among them persists. This article, therefore, seeks to examine the identification and interrelationship of linguistic relativity enablers in the context of social marketing communication. We examine the query through in‐depth interviews with specific respondents with a strong and influential relationship with the subject. This study presents the analysis conducted through Fuzzy‐ISM and Fuzzy‐MICMAC and presents relative findings by providing a structure with the potential to be used in longitudinal studies.

Food marketing communication targeting children: A content analysis of research literature (2000–2023)

ABSTRACT This study provides a big picture of research in the field of food marketing communication targeting children. It aims to identify conceptual and methodological gaps, and set future research agenda for investigating less-explored aspects of food marketing communication effects on children’s food choices. A content analysis of the most influential scientific literature related to food marketing communication targeting children was conducted. Each eligible paper was analyzed based on lines of research and methodology. Analysis of 495 eligible papers revealed that “advertising” was the dominant line of research, followed by “sales promotion”. The most common research method was content analysis, and the most common analysis technique was comparison tests. Among data gathering methods, two categories of “structured questionnaires and surveys” and “nonreactive measures” had the most frequencies. One of the main findings of this study is the scarcity of research within the domains of “personal selling”, “direct marketing” and “public relations”, all of which have significant potential in influencing children’s food behaviors, both unhealthy and healthy. Additionally, there is the lack of studies using methods to consider children’s voices that will be discussed based on the United Nations Convention on the Rights of the Child.

The social media theatre: New guidelines to foster parasocial interactions with followers and improve influencer marketing communication effectiveness

ABSTRACT Regarding the popularity of social media platforms among consumers, influencer marketing is increasingly present in brands’ communication strategies. This study adds to the knowledge about the drivers of parasocial interactions with influencers by investigating not yet explored follower-influencer connections and their effects on consumers’ responses to the recommended brands. An online consumer survey was conducted among followers of social media influencers and the data were analysed using partial least squares structural equation modelling (PLS-SEM). The results show that follower-influencer moral admiration, perceived similarity, emotional closeness, and expression of positive feelings positively affect their parasocial interaction. In turn, the effects of these variables on consumer responses are fully or partially mediated by follower-influencer parasocial interaction on social media networks. Interestingly, followers’ skill admiration towards the influencer has no significant impact on parasocial interaction but has a positive significant direct impact on positive WOM and purchase intention of influencer recommend brands. Our findings demonstrate that influencer marketing communication is an effective strategy for improving consumer brand responses. Furthermore, to augment their marketing value, social media influencers need to promote parasocial interactions with followers. Our findings suggest novel recommendations to select influencers and manage influencer marketing value.

From Humor to Strategy: An Experimental Survey on Internet Memes in Social Media Marketing

Purpose: The paper addresses the issue of the use of Internet memes as a marketing communication tool in social media. The effectiveness of this type of communication is an important issue due to the large role of memes in digital culture, and at the same time the small number of studies on the use of memes in marketing communication. Design/methodology/approach: To verify the research hypotheses, a survey with an experimental design was conducted among 153 respondents. For the purposes of the study, effectiveness was understood as the ability of a message to induce the passage of the recipient through all stages of perception of the persuasive message, with the last stage being the acceptance of the sender’s outlook. Findings: The results of the study allowed us to draw conclusions about greater effectiveness of marketing communication using Internet memes in comparison to marketing communication without memes. The level of consumer interest in Internet memes turned out to be a differentiating factor in the perception of the form of marketing communication. Research limitations/implications: The main limitation of the study is the non-representativeness of the research sample. The practical implications of the study include guidance on the use of memes when conducting marketing communication on the Internet, taking into account preferences of the target group. Originality/value: This paper not only contributes importantly to the limited literature on Internet memes in marketing activities, but also turns the spotlight onto the characteristics of consumers who are the potential target group of such communication.

ASSESSING THE EFFECTIVENESS OF DIGITAL MARKETING COMMUNICATIONS FOR ENSURING THE DEVELOPMENT OF THE ENTERPRISE

The article has shown that the development of information technologies has dramatically changed the cost of companies for marketing communications, in which the cost of the Internet communication began to increase at the fastest pace. In the face of unprecedentedly rapid growth of Internet users increases the need to form modern marketing tools, which allows you to use Internet resources to communicate with consumers, increase their awareness to promote the goods and services of companies. The purpose of the article is to provide practical recommendations for evaluating the effectiveness of digital marketing communications to ensure the development of the enterprise. The main characteristics of digital marketing communications are their personalization, targeting, integration into the general system of marketing communications, coverage of all digital communications channels and focus on a constant dialogue with the user. The classification of marketing communications with the inclusion of digitalization is systematized, which made it possible to show the current process of integration of the marketing communication system, the formation of a new type of advertising campaigns - TTL (Through The Line), change in the center (idea) marketing communications). It is shown that the metric evaluation of digital marketing communications should be based on a behavioral approach, namely consumer behavior model in the Internet environment with the inclusion of consumer involvement cycle. In the staff of the main tendency of development of Digital marketing communications: growing the fate in the budgets of the company, the meaningful deployment Strong emphasis on the measurement of the efficiency of the process of companion with the needer: active development of CRM technology, in the number of social social CRM (in social sets). Practice also shows that the pace of the efficient methods of the efficientness of the digital marketing of the marketing communications. The development of Internet technologies allows you to personalize marketing communications, that is, to make direct contact with each individual user and to configure your marketing communications system for the needs of individual users to carry out communications and other elements of a marketing company.

A Study on the Efficiency of Marketing Communications in Business-to-business Markets

The consumer market has received a lot of attention in marketing communications research, with the business-to-business sector receiving minimal attention up until this point. The creation and evaluation of a model of marketing communication efficacy in the business-to-business market are the main topics of this essay. The model, which incorporates aspects of marketing communication objectives, bidirectional communications, and communications channels, is tested to examine the impact economic research of these antecedent variables on marketing communications effectiveness and organizational performance, building on prior research from the marketing communications and business-to-business marketing literature. The core idea of marketing communication effectiveness is that it has a positive impact on organizational performance. It is predicated on the idea that there are factors that can positively influence how successful marketing communications are. Managerial implications are examined, and ideas for more research are offered.

Research on Cross Border Marketing Strategies for International Brands in the Chinese Market

The revenue and profit of the luxury goods industry have been increasing continuously in recent years. Growth continues even during COVID-19. This paper adopts literature review method, takes international luxury brands as the research object, and studies the marketing strategies of luxury brands. Starting from macro environmental analysis, it analyzes the cross-border marketing environment of International luxury brands and then points out the shortcomings of their cross-border marketing, including cross-border neglect of innovation depth, Poor choice of co-branding, and a lack of systematic channel cross-border. Finally, some improvement suggestions are put forward for the cross-border marketing of international luxury brands. Luxury brands should dig out the brand connotation of cross-border culture, expand the diversified operation of cross-border channels, and enhance the effectiveness of cross-border marketing communication. This can increase the added value of the brand, increase brand awareness, and attract more potential consumers.

Influence of marketing communication on smartphone buying decision

Today, along with the increase in the number of smartphone users, marketing communications need to be personalised based on consumer interaction, with useful information while also providing a customer experience with high service quality to turn potential consumers into buyers. The mobile phone market in Vietnam is still growing market and is increasingly differentiated. The objective of the study is to explore the effects of marketing communication on the smartphone purchase decision of customers. The authors used qualitative and quantitative methods, applied to 255 consumer surveys using smartphones in Vietnam. The results show that there are 3 main groups of factors that affect the consumers' decision to buy smartphones, including communication by advertising through websites, communication through promotions, and communication by advertising through search engines. From the results obtained, the research team proposes some administrative implications for relevant organizations and businesses about the effects of marketing communications on the purchasing behaviour of the customer, thereby increasing consumers' smartphone purchase decisions.

Strategi Event Melalui Akun Instagram @moxy_bandung Pada Masa New Normal

Hotel Moxy Bandung has faced the consequence of decreased guest occupancy compared to the pre-pandemic year. The purpose of this research is to investigate and analyze the event strategy through the Instagram account @moxy_bandung during the New Normal period. According to Kotler and Keller (2013), the Marketing Communications Mix functions to enhance the effectiveness and efficiency of marketing communication within the framework of seven communication models. The author focuses on one of these elements, which is the event, and utilizes Instagram @moxy_bandung as a medium to communicate the Virtual Run to Give 2021 event conducted by Hotel Moxy Bandung to boost occupancy and room sales. The research findings reveal that the organization of Virtual Run to Give 2021 possesses favorable characteristics of an event, as described by Shone and Parry (2002), including uniqueness, perishability, intangibility, atmosphere, and personal interaction. The utilization of Instagram also garnered a positive response from the community and followers of @moxy_bandung, as evidenced by interactions on the social media account, including comments, direct messages, and tagging links. Impressions from event participants, who are also followers of the Instagram account @moxy_bandung, were positive and indicated their willingness to participate in similar events when circumstances allow.

The effect of digital marketing communications on Adit Sopo Jarwo's animation brand awareness and brand reputation through children's educational content

<p><em> Indonesian animation should be able to compete with foreign animation, but in fact the broadcast of Indonesian animation in Indonesia is still inferior, especially on national television. To keep up with overseas animation, especially in the national market, there needs to be a creative strategy in marketing these local animations to increase brand awareness and a good brand reputation so that Indonesian animation can be a major choice for animation shows, as MD Animation does by utilizing the technology. Social media is a means of presenting educational content to children to increase the brand awareness and reputation of their product, the Adit Sopo Jarwo animation. This study aims to find out the effect of digital marketing communication on Adit Sopo Jarwo's brand awareness and animation reputation through child education content, a survey was conducted on followers of @mdanimation's Instagram account. In this study, the theory used is digital marketing communication theory, brand awareness, brand reputation and stimulus, organism, and response (SOR) theory, which is to see how the response from the audience affects brand reputation. This study used a positivist paradigm with a quantitative approach and used survey research methods and data analysis techniques using path analysis. The samples used in this study were 387 respondents with sample determination using purposive sampling. The results of this study were obtained in that digital marketing communication was shown to have a direct and significant influence on brand reputation. In addition, the results of the analysis with the Sobel test show the influence of the brand awareness variable as an intervening variable between the digital marketing communication variable and the brand reputation, so it can be said that the indirect effect or indirect influence is significant. </em><strong></strong></p>

Fit or misfit of culture in marketing communication? Development of the culture-ladenness fit index

We introduce culture-ladenness fit (CLF) in marketing communication as a new semantic memory concept and the CLF index as a new tool to measure the effectiveness of culture-laden marketing communication. Culture-ladenness is how much cultural representation consumers perceive in communication, and the CLF index measures how well culture-laden communication aligns with four mental categories against which consumers evaluate fit: (1) the product category, (2) target consumers, (3) the brand image, and (4) the image of the brand’s strategic partners. We report three empirical studies that develop and validate the CLF index using twelve items for a long version (study 1 and 2) and four items for a short version (study 3) of the index measure. The CLF index is a viable tool that marketers can use as a key performance indicator (KPI) to measure and control the marketing effectiveness of culture-laden marketing communication.

PENGARUH INFLUENCER MARKETING, BRAND AWARENESS DAN KOMUNIKASI PEMASARAN (VIRAL MARKETING) DI SOSIAL MEDIA TERHADAP KEPUTUSAN PEMBELIAN

This study aims to determine the effect of influencer marketing, brand awarreness, and marketing communication (viral marketing) in social media on purchasing decisions for implora products at Bengkulu Muhammadiyah University students, both partially and simultaneously. There are several factors that will be discussed in this study, including influencer marketing, brand awareness, and marketing communication (viral marketing). The object of this research is management students at Muhammadiyah University of Bengkulu, totaling 175 people. In this study the authors used data collection methods by means of observation, interviews and distributing questionnaires. Data analysis techniques in this study, using instrument tests, classical assumption tests, respondent response analysis, multiple linear regression analysis, hypothesis testing and coefficient of determination analysis. The results showed that influencer marketing has a positive and significant effect on purchasing decisions, then brand awareness has a positive and significant effect on purchasing decisions and marketing communication (viral marketing) has a positive and significant effect on purchasing decisions. So, from the results of the research that has been done, it can be concluded that influencer marketing, brand awareness and marketing communication (viral marketing) have a partial and simultaneous effect on purchasing decisions for implora products for students of the muhammadiyah university of Bengkulu. Keywords: Influencer Marketing, Brand Awareness, Marketing Communication (Viral Marketing) and Purchasing Decisions.

PENGARUH KOMUNIKASI PEMASARAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI MIDWAY COFFE KOTA BENGKULU

The purpose of the study was to determine the effect of marketing communication on product quality on purchasing decisions at Midway Cafe Bengkulu City. This type of research is quantitative research, the method of data collection is done by using observation, documentation and questionnaires. The sample in this study were 65 consumers at Midway Café Bengkulu City. Analysis of the data used is multiple linear regression test, test of determination and hypothesis testing. Marketing communication has a significant effect on purchasing decisions at Midway Caffe Bengkulu City. Product quality has a significant effect on purchasing decisions at Midway Caffe Bengkulu City. Marketing communication (X1) and product quality (X2) together have a significant effect on purchasing decisions (Y) products at Midway Caffe Bengkulu City.
 Keywords: Marketing Communication, Product Quality, Purchase Decision

Loyalty of Domestic Tourists to Beach Tourism: Role of Image, Experiential, Digital Marketing and Satisfaction

ABSTRACT This study aims to explain the effect of destination image, experiential marketing, and digital marketing communications on tourist satisfaction and the implications for domestic tourist loyalty to beach tourism objects on Bangka Island. This research is quantitative research with descriptive and verification methods. The study's sample consisted of 305 domestic tourist respondents who visited beach tourism objects on Bangka Island using a proportional random sampling technique, and sample size using maximum likelihood estimation. A questionnaire was used to obtain the data and a causality approach was analyzed using Structural Equation Modeling (SEM), using Lisrel 8.8. The results of the study show that the image of the destination, experiential marketing, and digital marketing communications have a positive and significant effect on tourist satisfaction with an R2 value of 63%, and destination image, experiential marketing, digital marketing communications, and tourist satisfaction together have a positive and significant effect on domestic tourist loyalty to beach tourism objects in Bangka Island with an R2 value of 54%. The results of this study prove that the tourist satisfaction variable is an intervening variable that has a positive full mediating effect on destination image, experiential marketing, and digital marketing communications on domestic tourist loyalty to beach tourism objects on Bangka Island. Keywords: Destination Image, Experiential Marketing, Digital Marketing Communication, Tourist Satisfaction, and Tourist Loyalty.

The Effect of Digital Marketing Communication in Opening Letter of Credit at Bank BNI Bandung

This article explores the impact of digital marketing communication on the opening of letters of credit at Bank BNI, a leading bank in Indonesia. Digital marketing communication, the use of digital channels to communicate with customers and promote products, has become increasingly popular among businesses, including in the banking industry. The study aims to investigate the relationship between digital marketing communication and the number of letters of credit opened at Bank BNI. The article provides a literature review on banking, marketing, digital marketing, digital marketing communication, and letters of credit. The research methodology will include data collection, sources of data, methods of data collection, sampling strategy, and data analysis techniques. The findings of this study could provide valuable insights into the effectiveness of digital marketing in the banking industry, which can be used to develop more effective marketing strategies to attract and retain customers.

A Comprehensive Evaluation Method for Short Video Marketing Communication Effectiveness of Chinese Rural Enterprises Based on Big Data Technology

A Comprehensive Evaluation Method for Short Video Marketing Communication Effectiveness of Chinese Rural Enterprises Based on Big Data Technology

Effects of mental simulation, new product attribute benefits and typicality on consumer attitudes

PurposeThis research paper aims to illustrate that the new product communication effects of mental simulation (process-vs. outcome-focused) might depend on product attributes (typicality and benefits). Communication effects include ad attitudes and product attitudes in this study.Design/methodology/approachOne 2 (mental simulation: process-focused vs. outcome-focused) x 2 (attribute typicality: high vs. low) x 2 (attribute benefits: hedonic vs. utilitarian) between-subjects experiment design was conducted. SPSS was used to do data analysis.FindingsThis article reveals that high (low) typicality of new attributes causes a process-focused (outcome-focused) simulation to lead to better consumer attitudes (i.e. ad attitude and product attitude). In addition, for a new hedonic attribute, a low typical attribute induces better consumer attitudes. Furthermore, there are interaction among mental simulation, product attribute typicality and benefits. These findings have important implications for academic developments and marketing management.Originality/valueCompared with previous studies, this study is unique in several ways. First, enterprises often develop new products by introducing new product attributes (i.e. new features). Product attribute typicality is an interesting issue for new product design and communication. This research illustrates that the marketing communication effects of attribute typicality depends on attribute benefits and mental simulation. Second, the current research finds the new product attribute benefit (i.e. hedonic/utilitarian) play an important role and moderates the effects of mental simulation on consumer attitudes.

Why the Experiential View Is Vital To Marketing Communications Research Now

Advertising and, more generally, marketing communications, along with consumer behaviors, have changed in important ways. Whereas, traditionally, brands and companies have forced information on consumers, they now are creating numerous forms of communications to trigger diverse gratifications for consumers who are most often exposed incidentally to them. This essay, therefore, urges researchers and practitioners to open up the theoretical framework of marketing communication research beyond the traditional information-processing paradigm by incorporating the experiential view. The authors develop three major arguments in favor of adding the experiential view to provide an enhanced framework for examining the effects of contemporary marketing communications. They conclude with a set of implications for both researchers and practitioners.

Knowledge Pedigree of the Image Study of Chinese Universities (1993-2022)

With the rapid development of Internet technology and the need of world first-class university construction, the image problem of universities has become an important and complex proposition faced by researchers and university administrators. This paper takes 495 articles from the Chinese core periodical database and master and doctoral thesis library from 1993 to 2022 as samples, adopts the method of bibliometrics analysis, and uses the CiteSpace software to draw the knowledge map of university image research, and obtains the hot issues and evolution track in the research field. The results show that the research on the image of universities in China mainly focuses on the brand design and identification of the image of universities, the research on public relations and the research on communication. It focuses on strategy research and lacks basic theoretical research and empirical research. The psychological mechanism of university image cognition and the effect of marketing communication under the effect of network media have become a new research trend.