Integrated Marketing Communications Research Articles

Peranan marketing public relations Bukalapak.com dalam mempertahankan brand reputation melalui kegiatan integrated marketing communications

This study used a qualitative approach with descriptive research by describing each activity of IMC strategy which had been carried out by Bukalapak.com’s MPR. The primary data collecting methods used semi structured interviews and non-participant observation. The secondary data used company profile, news from internet and journals. The data method analysis in this study used coding techniques with open coding, axial coding and selective coding. To validate the data, this study used triangulation technique by using the source. The results of this study is the MPR of Bukalapak.com used several integrated marketing communication activities such as advertising, public relations, sales promotions, sponsorship, interactive marketing, direct marketing and personal selling to maintain the brand reputation as a leading e-commerce company in Indonesia.

Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry

Over the last decade, scholars have recently emphasized the need for tourism marketers to orchestrate the wide range communication activities and forms via the adoption of Integrated Marketing Communication (IMC). However, prior research has almost neglected the role of IMC in hospitality management. This paper adopts a broad organizational approach conceiving IMC as a concept that involves the whole organizational entity and aims to analyze the effects of IMC on market performance, in terms of superior sales and financial results, greater brand advantage and customer-related outcomes for those businesses providing lodging services. To pursue this research purpose, a survey has been conducted among corporate-level senior managers of lodging businesses operating in Spain. The findings provided further and more compelling empirical proof of the positive influence of IMC on market performance, responding to the call for more rigorous empirical research to demonstrate the beneficial effects of firm-wide IMC on market performance.

IMC in digitally-empowering contexts: the emerging role of negotiated brands

In current digitally-empowering contexts, the Integrated Marketing Communications (IMC) paradigm may have lost its ‘original’ customer-centric focus. Drawing on service-dominant logic, the paper examines the changes to IMC when multiple sources of consumer power emerge as central in the value creation process. This change in the focus of IMC likely enables the emergence of negotiated brands, i.e. brands that focus on a marketplace where traditional marketer-created brand value may be replaced by buyer and seller co-created value. The paper argues that this novel type of brand structure represents an appropriate managerial response to multidimensional IMC approaches. As that occurs, four key issues (community-centric orientation, emergent strategy, hybrid communication mix, reciprocity-based assessment) emerge which lead to a number of research questions in the planning and execution of marketing communications in today’s digitally-empowered contexts. All these issues clearly highlight the consumers’ contributions to brand value co-creation, by reaffirming the ‘original’ outside-in perspective of IMC.

Integrated Marketing Communication (IMC) and Malaysian Airlines Restoration Project

The Integrated Marketing Communications concept refers to the process of managing customer relationships by means of utilising various communications channels and agencies necessary to increase the respective brand’s value. Several definitions that are more complicated have been presented in this regard as well. The Malaysian Airlines is one of the world’s both famous and infamous airline companies. The potential relevance of the IMC for the Malaysian Airlines consists in the former’s capacity to be used in order to strengthen the tarnished corporate image.

Brand Related Capabilities and the Process of Integrated Marketing Communications (IMC): A Resource Based View (RBV)

Purpose – This study aims at examining the effects of the brand related capabilities on the IMC process in consumer markets of Pakistan. It will extend the acceptability of the brand orientation scale in comparison to its application in retail industry only. Design/Methodology/Approach – Both brand management and IMC related literature was thoroughly reviewed to conceptually develop the links between the individual brand related capabilities and IMC process for empirical investigation. Findings – The results of the study established significantly positive relationship between the brands related capabilities and IMC process except for the functional capability. The main contribution is conceptual theorization of distinct, value adding, symbolic and functional capabilities with the IMC process and obtaining statistically significant results for the hypothesized relationships. Originality – This study takes the position of individual capabilities in contrast to studies on aggregate effect of brand orientation on the IMC process in the context of consumer companies operating in Pakistan.

مساهمة العلاقات العامة في دعم الاتصالات التسويقية البيئية المتكاملة وتحقيق فعالية الأداء البيئي للمنظمات الاقتصادية

The Multiple Issues Of The Environment Are Presented As A Strategic Imperative, In Order To Realize The Dimensions Of Sustainable Development, Being A Common Human Heritage And An Integral Part Of Human Rights; International Forums Have Embarked On A Number Of Conventions, Policies And Strategies To Ensure This Right. Economic Institutions, As One Of The Effective Members Responsible For The Clear And Visible Impact Of Their Activities On The Environment, Had To Reassess Their Overall Policies To Be More Committed To Their Environmental And Social Responsibilities By Incorporating Considerations That Would Enable Them To Correct Their Performance In Response To Requirements Imposed By International And Domestic Legislation On Environmental Protection. This Is Linked To The Extent To Which They Are Able To Establish The Necessary Foundations That Limit The Impact Of Their Activities On The Environment In Order To Harmonize With Their Surroundings, Preserve Their Image And Ensure Their Survival And Continuity, And Public Relations Are An Important Tributary To This End. Hence, This Research Paper Is Important To Highlight The Position And Role Of Public Relations In Supporting Integrated Environmental Marketing Communications As A Mechanism Within The Environmental Marketing Mix, As Well As Focus On The Public Relations Communication Function In Managing The Image And Reputation Of The Organization, Thereby Contributing, Strengthening And Activating Its Environmental Performance. Keywords - Public Relations- Integrated Marketing Communications- Environmental Performance - Environmental Responsibility- Mental Image- The Reputation Of The Organization.

Communicating sustainability practices and values: a case study approach of a micro-organisation in the UK

This article investigates sustainability communication through the lens of integrated marketing communication (IMC) by focusing on one case organisation that sees aspects of sustainability at the heart of its operations. This qualitative inquiry utilises a case study approach and a variety of methodological tools, including in-depth semi-structured interviews and semiotic analysis of online and offline media. Findings highlight although the case organisation seeks to use an IMC approach across their multiple communication channels the same message cannot always be conveyed as, especially social media channels, have restricted formatting settings. As a result the encoded message is confusing and leads to a loss of meaning. Although this research is based on a single case study, it allows for an in-depth investigation of a phenomenon and practical recommendations on how to overcome challenges with online platforms. This research is of value as it investigates IMC in and under researched context micro-organisations, as well as combines it with challenges of effectively broadcasting sustainability messages to an end-consumer.

Information Technology, Marketing Database and the Process of Integrated Marketing Communications (IMC): A Resource-Capability Nexus

This study aims at identifying and conceptually linking Information Technology, Marketing Database and the IMC process in a resource paradigm. It also conceptually posits the mediated role of Marketing Database to further transmit the absorbed effect to the IMC process. Review of the past studies has been done to conceptually connect these resources and/or capabilities. This paper establishes different relationships to be further tested empirically for both the academia and industry professionals. The main contribution is to conceptually theorize all the three concept and linking them conceivably that were either missing or vague in the marketing communication literature. Further, it also provides a research avenue to seek the complementarity of such resources by utilizing the extended RBV theory. The theoretical framework proposed is based on past literature from the RBV and marketing communications literature positing some new structural paths beside certain previous linkage (s) if any.

The Role of Customer Satisfaction as Mediating the Influence of Brand Communication, Brand Evidence, and Gamification on Customer Loyalty: Case of Starbucks Store Manado Consumers

Customer satisfaction with consumed goods becomes a benchmark for product performance and the totality of marketer's performance. The degree of customer satisfaction is relative, depending on how much benefit and pleasure is received so that the customer will buy back even become loyal. Various ways can be done, but of course the tips done by marketers through brand communication, own brand as proof, and digital-based integrated marketing communications that are gamification are important things that can be considered. This study aims to examine and explain: the influence of brand communication, brand evidence, and gamification on customer satisfaction; the influence of brand communication, brand evidence, and gamification on customer loyalty; and customer satisfaction as mediating these three variables towards customer loyalty. Conducted on 100 respondents of Starbucks consumers who downloaded this international network application which was determined based on the purposive sampling method and by using the path analysis method. It is found that customer satisfaction is not a mediator of customer loyalty and so the brand communication is not influential. Meanwhile, brand evidence and gamification are factors that have a positive and significant effect on customer loyalty. The findings of this study explain that brand names, prices, services, and product interactions through digital-based integrated marketing communications play a role in determining customer loyalty especially for international stores such as Starbucks. Keywords: Customer Satisfaction, brand communication, gamification, customer loyalty

Pengaruh Endorser di Media Sosial terhadap Pengambilan Keputusan Konsumen dengan Model AISAS (Attention, Interest, Search, Action, and Share)

This research discusses about the influence of endorser or brand ambassador in social media (Facebook, Twitter and Instagram) toward consumer decisions making as a part of Integrated Marketing Communication (IMC) analyse with AISAS model (Attention, Interest, Search, Action and Share) as the impact of the endorser usage. This research was conducted quantitatively with examining the endorser independent variables in social media into AISAS model as its dependent variable. In this research explained that AISAS model is the development of AIDA model (Attention, Interest, Desire and Action) which has been widely used on advertising in social media and other media, then developed into AISAS model in appropriate with the internet era and the character of modern consumers who tend to searching before making a purchase for the product. From this research found that the endorser usage or brand ambassador on Fiesta Seafood product advertisement in social media has positive effect on attention, interest, search, action and share of consumer. By combining advertising activities in social media and other media, is expected can assist Fiesta Seafood become a leader market in Indonesia processed seafood products.

Implications of behavior evolution of Ukrainian internet consumers for integrated marketing communications

The article considers the evolution of Ukrainian Internet users behaviour. Specifically, the changes in the characteristics of the internet users and their online shopping behaviours are tracked over the past several years. The analysis provides an understanding of fast expanding consumer market and its likely future development. Companies pay more attention to online coverage of events and the sharing of publications, as they save the least on digital communications. This segment of advertising is less affected than others during the current crisis: if you count the income in hryvnia, user involvement in this segment is the cheapest. In the client environment comes an understanding of the leading role of digital-agencies at the level of technical solutions. The results have a direct impact on Internet marketing strategies as an element of integrated marketing communications (IMC) in Ukraine and other developing countries. In the context of the research, the possibilities for increasing the impact of the IMC on consumer behavior on the Internet are identified. Marketers should start to treat the Ukrainian online population as a mass market with many niche markets in which they could do business. Modelling the research of IMC influence on consumer behaviour is important for facilitating meaningful comparisons between different companies (in-depth analysis of competition), time etc. To create such a research model, had to test several variables, in terms of matching model components and its functional relationship with theoretical precepts accepted as defining IMC. Thus, some aspects of the impact of the IMC on consumer behavior materialized in the decision-making process of Internet consumers have been clarified.

Integrated Marketing Communication as a Business Management Tool in the Context of Sustainable Development

AbstractThe problem of nowadays is that consumers lack information on food products, their composition and quality, nutritional value, packaging, its impact on the human health and environment, reuse and recycling possibilities, etc. Integrated marketing communications (IMC) as a business management tool may not only draw the consumers’ attention and incite a purchase, but also provide information and serve as a facilitator of consumers’ knowledge and competence on products, their nutritional value, use and utilisation. The goal of the research is to assess the impact of IMC for sustainability upon demand at Latvian food retail chains and the impact of the use of IMC for sustainability upon sustainable development. The object of the research is Latvian food retail chains, and the subject of the research is the use of IMC for sustainable development. The authors in 2017 surveyed leading specialists from food retail chains. The research confirmed the hypothesis that IMC for sustainability as an innovative business management tool fosters sustainable development. Based on the results of the research, the authors have drawn up a conceptual model of IMC for sustainable business development, and the results of the research are of both theoretical and practical value.

PRICE AS AN INTEGRATED MARKETING COMMUNICATION TOOL IN PROMOTING THE CONSUMPTION OF SUSTAINABLE PRODUCTS

There are favourable conditions for the development of sustainable marketing in Latvia. In order to take advantage of this, businesses need to conduct market research on the need and demand for sustainable products and draw up a marketing strategy encompassing all the marketing mix elements serving the People, Planet, and Profit. Businesses need to create a well-thought approach, a sustainable product assortment and promotion and selling activities in line with sustainability conditions. The consumers of nowadays are very sensitive to any price changes, and businesses may use price changes as an IMC (integrated marketing communication) tool in communication with their consumers to help not only sell or promote new products, but also boost the sales of healthy, ecological, domestic manufactured products.The goal of the research is to study and assess the role of price as an integrated marketing communication tool for sustainability in the context of demand. The subject of the research is price as a set of IMC tools, and the object of research are the price tools for the sustainable development of food retail chains.In order to accomplish the goal and objectives of the research, the author used the results of previous studies and the following quantitative and qualitative methods of economic research: survey, comparison, and grouping. The research is based on scientific papers published by Latvian and foreign scholars, general and scientific literature, and periodicals. Within the research there an assessment was conducted, a market investigation, a comparative analysis, as well as a survey of leading specialists from Latvian food retail chains, with the MS Excel software used for data processing and analysis.The research confirmed the hypothesis that price changes as an IMC tool and the use therefore may positively affect the buyer’s market behaviour and foster the consumption of sustainable, ecological, domestic manufactured products. The results of the research are of both theoretical and practical value.

Moderating Role of Social Factors on the Effect of Integrated Marketing Communication on Performance of Fast Food Restaurants in Nairobi Central Business District, Kenya.

Universally Integrated Marketing Communication (IMC) plays a pivotal role in providing adequate intrinsic information which impacts on overall performance of fast food restaurants. In this regard the study was designed to assess the moderating role of social factors on the effect of integrated marketing communications on the performance of fast food restaurants in Nairobi central business district. The study was guided by the following specific objectives; to examine the role of public relations, social media networks, sales promotion and advertising on the performance of fast food restaurants in Nairobi CBD. To determine the moderating role of social factors on the effect of intergraded marketing and communication on the performance of fast food restaurants in Nairobi CBD. The study adopted an explanatory research design. The target population was 144 key informants which included 48 managers and 96 heads of departments sampled from all the 48 fast food restaurants in Nairobi CBD. In this study census sampling technique was adopted to arrive at the sample size which is 144 key informants. Data was collected by use of structured and unstructured questionnaires from the key informants. Collected data analyzed by use of both inferential and descriptive statistics using SPSS version 20. Result of multiple regressions revealed that social factors moderates the relationship between integrated marketing communication and the performance of fast food restaurants with F=60.279 at P=.000. Jointly the four constructs namely public relations, social media networks, sales promotion and advertisement with a moderator jointly explained 73.6 % (R2 = 0.736) variation in performance of fast food restaurants. The β value for public relations (.233), social media networks (.232), sales promotion (.340), advertising (.295), were positive. Correlations between public relations, social media networks, sales promotion, and advertising r=.677** r= . 579** , r =.693**andr =.411**respectively. They were also positively and significantly related to performance of fast food restaurants where P lesstahn 0.01. All these together led to the rejection of the null hypothesis. This implies that the management of fast food restaurants should pay high premiums in strategically formulating and implementing IMCs which can effectively galvanize high performance of fast food restaurants.

Global Brand Perception in Indonesian Young Consumer

.

Integrated Marketing Communications (IMC) Strategy of Banyuwangi Regency’s Government in Effort to Introduce the Potential of Local Tourism

Integrated Marketing Communications (IMC) Strategy of Banyuwangi Regency’s Government in Effort to Introduce the Potential of Local Tourism

Pengaruh Transaksi C2c Commerce terhadap Perilaku Impulsive Buying (Servei pada Konsumen PT Shopee International Indonesia)

This research is motivated by of business competition which utilize internet media as place of marketing communication. This study aims to determine how big influence of C2C Commerce transaction to impulsive buying behavior. The theory used in this research is theory of integrated marketing communication (IMC) with elements that support the interactive/internet marketing and consumer behavior that enter the theory of communication behavior. This research methodology uses quantitative approach and it kind of eksplanatif research. This study has a population of 46,640 people with a sample of 100 respondents using the Yamane formula. The test results obtained correlation test of 0.765 which means have a strong relationship, and coefisisen determination magnitude 66% and the remaining 34%. While the value of T arithmetic of 11.757> from T table of 1.660. Which means that C2C Commerce Transactions (variable x) has influence to the behavior of Impulsive Buying. The conclusion of this research is C2C Commerce Transaction can attract consumers because of the various kinds of transaction convenience offered by C2C Commerce model, thus forming impulsive buying behavior to the consumer. The Suggestions in this research is, It is also necessary for Shopee to improve the quality of service and continue to innovate in satisfying the consumer.

Integrated Marketing Communication and Perception of Small Scale Entrepreneurs in Manufacturing and Service Sector Industries

Integrated Marketing Communication (IMC) is one of the most important communications trends adopted by companies in the last decade. With an increase in global competition, technological advances, and more informed customers, it is important for businesses to make a powerful impact on target audiences and markets. IMC is one such step toward an integrated approach to achieving efficiency by synergy. A small business marketing communication approach is essential to the strategic, consistent growth of an entrepreneurs and business. Small Business marketing by the entrepreneurs consist of those business activities that relate directly to target markets and preparing, communicating and delivering some bundle of satisfaction to the target markets. In this context, Integrated marketing communication approach and tools proves very significant to the entrepreneurs. The purpose of this study is to analyze, understand and compare the perception of integrated marketing communication held by entrepreneurs across small scale industries in manufacturing sector and Service sector in India. This study analyses the perception of small entrepreneurs regarding whether the approach and tools of IMC have impact on their promotional activities or on promotion mix strategy. The findings of this study tended to support the approach and model of integrated marketing communication. This study suggests that IMC has become accepted practice of the small entrepreneurs also in both the manufacturing and service sector as well. Although many entrepreneurs may not be fully using IMC as a management strategy, this study suggests widespread support for the idea. There may be uncertainty among some about what IMC is and what purpose it serves. Others, who are supportive of IMC, may be uncertain or unable to implement the strategy.

The Impact of Integrated Marketing Communication (IMC) Tools on Learning in B-Schools : A Study

Management education in India is facing huge domestic and international competition. Question arises of differentiation of B - schools from their competitors. The experience of students with staff of the B-school decides their perception and level of satisfaction while learning in a B-school. The major purpose of this study was to explore whether B-schools were using integrated marketing communications (IMC) tools for learning, and if so, what were the perceptions of students regarding how relevant and appreciable the learning tools were for them. Thus, the objective of this paper was to study the adoption of IMC tools for learning in B-schools of Indore ; 121 respondents of various undergraduate and post graduate courses of government and private B-schools were interviewed with a structured questionnaire. Data analysis, after applying frequency distribution, chi-square, and ANOVA showed that age, course, and income did affect learning in B - schools. The category of B-schools, that is, government or private also affected the learning outcomes. The effect of IMC tools on the learning of students was effective when they were in direct contact in the classroom with the teacher ; whereas, other learning tools, when there was indirect contact between the student and teacher, did not have a positive effect on learning. Accordingly, B-schools must focus on using their resources effectively for only the identified learning tools as mentioned in this paper and thereby, improve the experiences of the students studying in B-schools. This will help in avoiding wastage of resources of B-schools.

Communication as a Marketing Strategy: Cross-cultural Analysis of Young People from Mexico and Colombia Based on Demographic Segmentation

Abstract The purpose of this article is to rank and analyze the acceptance of Integrated Marketing Communications (IMC) from the perspective of young people. This comparative study was done with university students from the cities of Villavicencio, Colombia and Coatzacoalcos, Mexico. A quantitative research was conducted through the use of 1591 surveys done by subjects between 17 and 25 years of age. The results showed that there are no significant differences regarding the ranking of these IMC tools. All the participants coincided in deeming direct marketing as the most important tool and sales promotion as the least important one. However, the demographic analysis by nationalities showed that there are differences in those assessments. The conclusion is that young consumers prioritize personal selling because the seller seeks to understand and satisfy their needs in the consumption of goods and services.