Field Of Marketing Communication Research Articles

Preferences of Generations of Customers in Slovakia in the Field of Marketing Communication and Their Impact on Consumer Behaviour

This paper deals with the analysis of the preferences of different customer generations in Slovakia in the field of marketing communication and its influence on consumer behaviour. Currently, marketing communication is an integral part of company strategies and has a key influence on how customers choose products or services. With the increasing importance of the generational segmentation of customers, understanding their individual preferences and tendencies in communication becomes an essential prerequisite for success. In this paper, we explore how preferences differ between Baby Boomers, Generation X, Generation Y, and Generation Z, and how these preferences influence their consumer behaviour. Based on the analysis of primary and secondary data, the main trends and preferences of generations in the field of marketing communication were identified. This paper provides useful information that can be used by companies in the creation and implementation of marketing strategies. At the same time, the paper enables a better understanding of the dynamics of consumer behaviour in the context of generational preferences and will help identify opportunities for improving marketing activities and more effective communication with target groups.

An Analysis of PHD and Master's Thesis on Marketing Communication Conducted Between 1999-2023 in Communication Research

Marketing communication is a process that covers both consumer behavior and businesses' development of new marketing strategies. For this reason, marketing communication is a comprehensive subject area that has gained a significant place in academic studies, especially in the last 20 years, and on which scientific research has been conducted. Both the growing capacities and production volumes of businesses and the changing consumer make it necessary to carry out marketing studies. In this context, the aim of this study is to conduct detailed research on the theses completed in the national literature in the field of marketing communication. In this context, as a result of the detailed examination conducted through the National Thesis Center (YOKTEZ), 64 master's and 17 doctoral theses completed on marketing communication between 1999 and 2023 were identified. 8 of these theses could not be accessed (since they were not accessible via YOKTEZ), and 81 of them were evaluated using the content analysis method. In the study, data provided from documents; It is discussed under seven subheadings: type of thesis, gender, university, department, method, data collection and analysis technique and year category. As a result of the analysis, information was obtained about the nature, trends and prominent elements of academic postgraduate theses in the field of marketing communication. In particular, it is noteworthy that female researchers have a higher rate of writing master's theses on marketing communications and that the highest number of theses are in the field of Public Relations and Promotion. These findings show how important factors such as gender and field of expertise in the field of marketing communications are reflected in research.

Social Influence Strategies: Unveiling the Dynamics of Influencer Marketing in Modern Communication

The study aims to elucidate the underlying mechanisms of influencer marketing by examining the tactics used by influencers to foster authentic connections with their audience and, as a result, influence consumer choices. The study provides a detailed analysis of the strategies used by influencers, such as content curating and strategic brand partnerships, to effectively incorporate marketing into their content. The research primarily examines the merging of authentic identity and persuasive impact in influencer marketing. In contrast to traditional advertising, influencer marketing flourishes by leveraging the perceived genuineness of influencers and the relatability of their content. The study aims to clarify how influencers effectively manage the delicate equilibrium between authentic self-expression and intentional business promotion. It aims to elucidate the strategies they use to develop trust and connection with their audience, thereby amplifying their persuasive impact. The report also examines influencer marketing in great detail, predicting its future development in the field of marketing communication. The study seeks to provide significant insights into the evolving dynamics of consumer-brand relationships in a social media and influencer-driven age by examining the intricate connections among influencers, corporations, and consumers. This research enhances our comprehensive comprehension of influencer marketing’s impact on the direction of contemporary marketing communication by unravelling its intricacies and predicting future trends.

Directions of application of artificial intelligence in digital marketing communications

The digital transformation of modern economic life has found its reflection in the field of marketing communications, having formed a virtually new form of communication between market entities-digital. A distinctive feature of this form is the personalization of the message, the high selectivity of the consumer’s choice, as well as the possibility of a permanent communication process in which the consumer has the opportunity to independently create content about the company and its product, as well as actively distribute it for their own purposes, sometimes different from the goals of the company. The use of digital marketing communications in the activities of companies provides a number of advantages, such as the infinity and global coverage of the market, the versatility of market impact effects, personalization of communications, etc., which cannot be realized without artificial intelligence technologies. The scope of artificial intelligence in modern companies is extensive. Today, many innovative solutions for the automation of production and other business processes of companies are unthinkable without artificial intelligence. Artificial intelligence is «busy» in routine marketing processes, for example, accompanying the process of purchasing and delivering goods to the consumer, etc. The subject of research in this article is the possibility of creating content, implementing the targeting process and other areas of application in digital marketing communications of artificial intelligence. The object of the study is modern developments in the field of digital marketing communications, which contribute to the formation of effective interactions with the consumer by «fixing» them in behavioral models.

What we do know and don’t know about marketing communications on mature consumers

PurposeGiven the increased significance and rapid growth of an ageing population, this review paper aims to define the mature consumer segment chronologically to resolve definitional inconsistencies found in prior marketing communications literature, identify the current state of the marketing communications field in terms of mature consumer research and highlight future research directions on mature consumers for marketing communications academics and practitioners.Design/methodology/approachA synthesis of existing marketing communication research on mature consumers (those aged 50+), published in top-tier journals since 1972, is provided. In total, 106 papers were identified in 21 marketing journals.FindingsThree existing research themes were identified: market segmentation of mature consumers (we ground this theme in three inter-related facets: chronological age, health [physical and neurological] and self-perception of age [also referred to as cognitive age]); attitudes and behaviours of mature consumers; and marketing to mature consumers. This paper also proposes several future research themes: further definition of mature consumers and widening the scope of examination; segmenting mature consumers to account for heterogeneity; information processing of mature consumers cannot use a one-size-fits-all approach; the influence of marketing mix elements on mature consumers; and alternative methodologies to better understand mature consumers.Research limitations/implicationsRecognising the heterogeneity within the chronologically based mature consumer segment, this paper proposes an extended mature consumer definition which includes biological, psychological and social dimensions, as well as life events and life circumstances, rather than biological age alone.Practical implicationsIn practical terms, understanding information processing of mature consumers cannot use a one-size-fits-all approach and marketing mix elements may affect behaviour differently within this segment. This will require alternative methodologies to understand these processes fully.Originality/valueThis synthesis of mature consumers research within the marketing communications field provides key research questions for future research to better understand this market segment and its implications for marketing communications, theory development and practice.

Generation Z’s response to the virtual reality advertising in China

PurposeVirtual reality (VR), as a new type of media technology, significantly improves the audience experience with product presentation in the marketing communication field. The apartment rental market, particularly in China, has no exception in adopting VR technology in its communication strategy. VR usage has been boosted since the outbreak of COVID-19 and has become a widespread application in the global apartment rental market. Although extant studies have analyzed how real estate companies use VR technology to enhance customer experience, few studies have been made to explore the power of VR in apartment rental advertising, particularly in targeting the youth in China market. To fill this research gap, this study aims to figure out how young consumers perceive VR advertising and characteristics of VR used in apartment rental advertisements, and how VR advertising affects young consumers’ intentions to rent an apartment.Design/methodology/approachA cross-sectional survey was conducted in 2021 with 301 Chinese university students aged 18 to 23. All respondents were invited offline and guided to watch one selected rental advertisement with VR technology featuring an apartment of about 50 square meters and then complete a questionnaire.FindingsVR’s media richness in the apartment rental advertising increases its sense of presence perceived by the survey respondents. Both VR’s media richness and sense of presence positively influence respondents’ attitudes toward the advertised apartment. If respondents evaluate the advertised apartment positively, they are more willing to rent the advertised apartment.Research limitations/implicationsThe sample size is not large enough to represent all Generation Z consumers in China. The use of the nonprobability sampling method also limits the generalizability of the study results.Practical implicationsTo counter the challenges created by COVID-19, apartment rental service providers and apartment owners/landlords are suggested to enhance the application of VR technology to the apartment rental advertisements to grow young consumers’ interest in the advertised apartments and even their renting intention.Originality/valueTo the best of the authors’ knowledge, this is the first quantitative study to assess young consumers’ responses to VR apartment rental advertising in China.

YUMEYA RESTAURANT’S MARKETING STRATEGY POST-EMERGENCY RESTRICTIONS TOWARDS COMMUNITY ACTIVITIES (PPKM) DUE TO THE COVID-19 CASE’S NUMBER’S INCREASE

PPKM indirectly affects the continuity of the business world. Similarly, the restaurant business sector, is what makes restaurant entrepreneurs have to think hard about how to bounce back their business. Yumeya Restaurant was able to get through the crisis period after being hit by the emergency PPKM period with his activities in the field of marketing communication. Marketing communication became one of the tools that Yumeya Restaurant did to bounce back. Therefore, this research activity aims to find out the marketing communication strategy of Yumeya Restoran to rise due to emergency PPKM rules due to increased Covid 19 cases. The research method uses a qualitative approach by conducting research and analysis of the phenomenon of marketing communication at Yumeya Restaurant post-PPKM Emergency. The data collection techniques carried out are interviews and observations with sources. The informant in this study involved 1 (one) person as a key informant people as supporting informants. The results revealed that the marketing Communication Strategy conducted by Yumeya Restaurant by utilizing 4 elements of the marketing mix and elements of the marketing communication mix, namely advertising, sales promotion, special events and experiences, public relations and news, direct marketing, and personal sales. To market its products Yumeya Restaurant uses marketing communication strategies in a persuasive, informative, and educative way.

Sponsorship Disclosure of Influencers – A Curse or a Blessing?

Influencer marketing has become increasingly important in the field of marketing communication as an effective way to reach the appropriate target group. Using their own social media channels, influencers often give the impression that they have a personal rather than a commercial relationship with the brand and the products they promote. Therefore, when influencers post sponsored content, consumers often experience difficulty making accurate distinctions as to whether the influencer is offering a personal recommendation or doing a promotion. Given this issue, we examine to what extent sponsored posts of different influencer types affect consumers’ evaluations of the sponsoring brand and the influencer as well as what role the sponsorship disclosure plays therein. Across four experimental studies, we demonstrate that sponsored posts of mega influencers increase consumers’ persuasion knowledge relative to the posts of nano influencers, which decreases the trustworthiness of those posts and in turn negatively impact both brand and influencer evaluations. Interestingly, our results reveal that this indirect effect is only present when the sponsorship is not disclosed. Thus, more transparency by disclosing such sponsorship can eliminate the negative impacts of persuasion knowledge on the trustworthiness of posts and subsequent evaluations of the brand and the influencer. These findings have important implications for marketing practice and research.

Determinants of participation in collaborative fashion consumption – provider perspectives

Purpose: The development of digital technology is one of the most important factors driving changes in consumer behavior in the 21st century. Today, the sharing economy covers more and more areas of consumers' daily lives. Using online apps to exchange, sell, buy or rent clothes has become one of the most popular ways of consuming fashion around the world. The main objective of this paper is to assess the importance and estimate the impact of the determinants (motives and unpleasant user experience) of providers' engagement in collaborative fashion consumption (CFC). Design/methodology/approach: The study was conducted using an online survey with 420 respondents in Poland – users (providers) of CFC platforms. A confirmatory factor analysis (CFA) and structural equation model (SEM) was performed using AMOS 21.0 version. The conducted research allowed to identify the importance and to determine the influence of examined factors on attitudes toward CFCs and willingness to use CFC apps in the future. Findings: Economic motives did not outperform non-economic motives to participate as a provider in CFC. Pragmatic motives were by far the most important determinants of fashion sharing. Environmental factors are an important reason for providers to participate in CFC but they may not be a direct motivation for CC participation. Social motives recorded the lowest average importance rating in the context of participation in CFC. Unpleasant user experience negatively influence both the attitudes toward using CFC apps and the willingness to use them in the future Research limitations/implications: The research was conducted only on Polish users, so due to cultural differences, the meaning and impact of the motives of using these apps may be different in other countries. Due to the method of sampling and sample size, the results cannot be treated as representative for the population of Polish users of CFC platforms. Future research could include conducting cross-country research and one may attempt to broaden the scope to 414 S. Michalak, P. Bartkowiak, M. Ankiel, T. Olejniczak, M. Stachowiak-Krzyżan include other categories of motives. Future research could also extend the scope of unpleasant user experience with other factors. Practical implications: The results of research on the motives of users' use of CFC apps should be useful for enterprises in the context of designing activities in the field of marketing communication. Originality/value: The paper fills a research gap in the field of research on the determinants of polish providers' engagement in collaborative fashion consumption (CFC).

Testing of Standardized Advertising Slogans Within the Marketing Communication of Sustainable and Local Foods in Order to Reveal Consumer Preferences

Marketing communication concerning the consumer in the retail food market is currently undergoing significant changes, based on a shift from the passive supply to manage the consumer, toward an effort to understand his needs. The changes in communication are influenced by the technological revolution, which has also significantly affected retail and consumer shopping behavior, resulting in the modern changes in how to approach customers nowadays. Marketing communication must respond to changes in purchasing behavior with the greatest possible flexibility and ability to follow current trends. The presented research will aim to present the importance of the topic and emphasize its topicality by defining specific forms of communication causing an increase in consumer interest in local and sustainable food. Part of the aim of the presented work will be a general proposal for applying specific forms of marketing communication, increasing the interest of consumers in local foods characterized by the attribute of sustainability. The theoretical basis of the work presents current knowledge focused on marketing communication about sustainability in the food chain and consumers' relationship to local and sustainable food, which builds the communication. The work is based on collecting primary data and their subsequent management by mathematical and statistical methods. Friedman's test as a method used for data processing allows us to reveal differences in consumer preferences between various forms of standardized marketing communication to increase local, sustainable foods to engage the consumer. Independently of the Friedman test, the Chi-square test allows us to find races among the individuals corresponding to the respondents. The research results reveal that the differences between the various forms of standardized marketing communication bring a new perspective on the role of communication with the consumer. The results also reveal the role of a specific label expressing the sustainability of local foods. The benefit of our work is to set recommendations for producers and distributors of local and sustainable foods in the field of marketing communication.

When Words Matter: Language Choices and Brand Building on Two Global Coffee Shop Retail Brands in Indonesia

English is an essential element in the field of marketing communication. The use of sound and correct language can provide its image for the public to view its brand’s image. The use of foreign language itself is one form of forming a brand image so that the public or potential consumers themselves can see a brand with a more positive image. This study aims to look at the purpose of implementing language choice on the Instagram page of Starbucks Indonesia and Coffee Bean Indonesia in building the brand image of these two global coffee shop brands in Ramadan month and the Eid celebration. This study employs a qualitative approach with an interpretive research paradigm. Laura Oswald’s marketing semiotics is the analytical method used in the current study. This study indicates that Starbucks Indonesia and Coffee Bean Indonesia have different target markets and distinctive brand images. Starbucks Indonesia uses simple words and sentences. Starbucks has a more personal or individual promotion; Coffee Bean Indonesia has a more dynamic approach and has word choices that are immediately related to religion and culture; the image created by Coffee Bean itself is familiar to the Indonesians and their social environment.

Daning-Krugerov efekat - uticaj iskrivljene realnosti na percepciju potrošača prema luksuznim brendovima

Although advances in technology have enabled people to access information almost instantly that would fill their knowledge gaps and improve their skills, or move them away from untruth or half-truth, there are few who do not seek such information. According to the Dunning-Kruger effect, such people are not aware of the deficit of their knowledge, and at the same time they overestimate their abilities. Such personalities, which are characterized by excessive self-confidence, are an integral part of every society. Research has shown that it is difficult to dissuade them in their unsubstantiated beliefs, even when faced with indisputable facts, out of a simple need to defend their self-confidence, but also because they are not aware of their ignorance at all. Also, with their excessive self-confidence, they have the power to exert a strong social influence, because as science has shown, such influence happens on a subconscious level and the reference group more easily adopts their views. In real life or in the digital environment, individuals who are recognized by Dunning and Krieger as incompetent but also overconfident, in their need to impose or defend their views, according to many studies, more vigorously commit one type of contamination from society by half or complete misinformation, without even being aware of it, unlike those who are really experts in certain areas. Such people are often the leaders of many social discussions, from criticism of political candidates, economic analysis, knowledge of virology and the negative effects of compulsory vaccination to analysis of the performance and benefits of luxury brands. The main goal of this paper is to analyze the collected information from the available scientific literature, primarily in the field of marketing communication, psychology, and sociology and to draw the attention of experts dealing with the analysis of consumer behavior to the influence of Danning-Kruger effect on forming or degrading consumer attitudes towards to luxury brands. Knowledge of this phenomenon can help to more accurately create brand communications and more adequately respond to market demands, but also to locate sources of misinformation and respond to them in a timely manner. Negative electronic word-of-mouth communication in the digital environment is a particularly big problem, affecting the image of luxury brands, primarily because digital media have enabled unprofessional individuals to spread untruths without any censorship and thus to some extent reprogram public opinion, or at least some of its parts.

НЕЙРОМАРКЕТИНГ ЯК ІНСТРУМЕНТ ВПЛИВУ НА ПОВЕДІНКУ СПОЖИВАЧА

Currently, much attention is paid to neuromarketing research, because it is on their basis that information about attention, perception, mental processes, memory, emotions of the consumer is summarized. It is with the help of neuromarketing that marketers form the image of a certain customer with his preferences and develop a certain concept of influencing him. This article discusses the concept of neuromarketing, its interpretation. Also, an overview of neuromarketing tools, their advantages and disadvantages, possible areas of application was made. The channels of perception of marketing information by consumers are described and examples of their practical application are given. Тhe aim of the study is to systematize approaches to defining the concept and essence of neuromarketing. Determine its impact on the behavior of potential buyers. Neuromarketing is a commercial marketing communication field that applies neuropsychology to market research, studying consumers' sensorimotor, cognitive, and affective responses to marketing stimuli. The field of neuromarketing, sometimes known as consumer neuroscience, studies the brain to predict and potentially even manipulate consumer behavior and decision making. Neuromarketers use a wide range of neuromarketing techniques and technology in their pursuit to better understand consumer behavior. The tech is generally separated into two camps: those that measure neurological brain activity and those that infer neurological responses by proxy. Neuromarketing’s flexibility, while confusing at first, is also the industry’s greatest asset. In practice, neuromarketing can be used to answer almost any research question that marketers might have about their product—even questions that traditional marketing research can’t tackle. Studying manipulation techniques of consumer behavior in the market allowed to arrange them, determine the most efficient stimulation methods of consumer’s subconsciousness and methods of momentary purchase. In the science there is a concept ‘multisensory perception’ that includes data received by a person through sense organs (eye-sight, hearing, olfaction). The popular manipulating methods are systems of discount, packing shapes, attracting celebrities, empathy, comparison effect, etc. Neuromarketing is capable of studying both the preferences of consumers regarding certain products and brands, and the process of their selection, taking into account the subjective characteristics of consumers.

KONSEP DAN STRATEGI KOMUNIKASI PEMASARAN: PERUBAHAN PERILAKU KONSUMEN MENUJU ERA DISRUPSI

Marketing has evolved from the concept of marketing 1.0 to 4.0 so that to learn what is needed and wanted by consumers, marketers must be able to have policies using appropriate communication so that various information about products can be transferred to consumers. For this reason, it is necessary to better understand communication, especially marketing communication in terms of shaping consumer behavior. The purpose of this article is to provide insight in the field of marketing communication. This research methodology is a literature study from several journals that discusses marketing communication. The existence of communication can make it easier for someone to interact between one individual with another individual. Without communication there is no human life process. That is, every human being needs communication to exchange ideas in order to realize what he wants. Three major marketing shifts, marked by product-driven marketing in the later 1.0 era towards customer-centered marketing in the 2.0 era. Human-centered marketing existed in the 3.0 era. On the other hand, marketing communication tools can be in the form of advertisements, sales, signage, shops, displays, packaging, free product samples, coupons, giveaway and more. As for changing consumer behavior that is increasingly developing, the impact of marketing 4.0 also results in viral marketing through social networks such as Facebook enabling continuous two-way interactivity from anywhere and at any time.

Strategic Planning of Marketing Communications in the Digital Age: An Empirical Study of Small and Medium Freight Transport Companies

Small and medium transport companies play an important role in creating jobs and wealth of economy. Being related with the consumption of other products, transport companies should build marketing communication strategies. However, strategic planning of marketing communication might have specific challenges in this industry as recent innovations in the field of marketing communication (chatbots, groups in social networks, etc.) gain a considerable appreciation. Prior research has almost neglected specificity of marketing communication challenges faced by small and medium transport companies. Thus, the present research explored strategic planning of marketing communications in aforementioned industry. A qualitative research approach was adopted in order to collect information about peculiarities of strategic planning of marketing communication in transport industry. Interviews with marketing managers showed that their knowledge in the field of strategic planning of marketing communications is insufficient. Gaps in the stages of market analysis, mission statement, and measurement were identified. The lack of compatibility between mission statements and measures used for the evaluation of marketing communication results let authors to conclude that transport companies should pay more attention in ensuring the integration of marketing communication.

Influencer Marketing as a Modern Phenomenon in Reputation Management

The aim of the paper is to familiarize with the latest trends in the field of marketing communication. We can assume that the use of new forms of promotion is growing through the social media, leading to the challenge of competing for consumer attention. The evolving influencers community has significant power over brand and company perception, therefore it can largely affect its reputation. These new capabilities require communications professionals who strive for continuous collaboration with target customers through the various social web channels.

Fake news: When the dark side of persuasion takes over

In this essay, fake news is identified as a sinister form of mass persuasion. The paper reviews the history of the precursors of the construct and offers a contemporary definition. Research findings about how consumers process fake news information are discussed. The essay highlights the relevance of fake news for the marketing communications field and ends with a call to action to researchers for the development of effective interventions.

Analisis Deskriptif Service Marketing Mix Bengkel Roda Dua Suzuki Magetan

In general, small-beginner workshops only apply traditional marketing and run as simple as possible. Problems arise as a result of the management of the marketing management of the workshop owner who is unable to answer the demands of the customer, causing loss of customers. The formulation of the problem in this study is how the integrated marketing services of the Suzuki Magetan workshop? this research is expected to be able to develop knowledge in the field of marketing communications, especially integrated marketing services, as well as providing knowledge to business startups to be used as a reference and help increase the number of customers. Customer is an asset that determines the company's growth and development. This type of research is qualitative descriptive, because it examines the integrated service marketing of a service company and uses qualitative descriptive research methods. Data collection techniques are complete participatory observation, unstructured interviews and documentation to obtain supplementary data. The purpose of this research are to improve the ability of researchers in the field of marketing communication, to be a means for researchers to publish the results of research in national scientific journals, initiating research road maps for researchers.

The use of big data in corporate communication

PurposeThe purpose of this paper is to illustrate the current state of research on the significance of big data in and for corporate communication and to introduce a framework which provides specific connecting points for future research. This is achieved by summarizing and reviewing the insights provided by relevant articles in the most significant scholarly journals. The paper also investigates trends in the literature.Design/methodology/approachOn the basis of a systematic literature review, 53 key articles from 2010 to 2015 were further analyzed.FindingsThe literature review illustrates the potentialities of big data for corporate communication, especially with regard to the field of marketing communication. It also reveals a dramatic lack of research in the fields of public relations and internal communication with respect to big data applications.Research limitations/implicationsThe online databases used in this paper comprised of refereed scientific journals with the highest impact factor in the respective disciplines. Journals with a lower impact factor and books were not included in the search process for this thematic analysis.Practical implicationsThis paper provides a conceptual framework that describes four phases of strategic big data usage in corporate communication. The results show how big data is able to highlight stakeholders’ insights so that more effective communication strategies can be created.Originality/valueThis paper brings together previously disparate streams of work in the fields of communication science, marketing, and information systems with respect to big data applications in corporate communication. It represents the first attempt to undertake a systematic and comprehensive interdisciplinary overview of this kind.

Marketing in virtual world of second life – literature review

Entrepreneurs allocate a lot of money in various activities to attract customer attention. One of them is product or brand embedded into game environment, especially in virtual world. The present article is aimed to investigate online marketing opportunities in virtual world on the example of Second Life. To achieve the assumed goal, description of world of Second Life is presented. The next part pertains to present research in the field of marketing communication in Second Life based on literature review. The analysis of literature review indicates that most common form of use of virtual world is communication between residents and brand promotions. The survey also explores the important role of virtual events and business meetings. Additionally, the companies have been using Second Life for products presentation and new products development. The final part of the article presents some conclusions and suggestions for future research.