Marketing Communication Campaigns Research Articles

Impacts of CSR autonomy, self-expressiveness and hedonic value of CSR activity on guest citizenship and hotel brand preference

Recruiting guests to participate in corporate social responsibility (CSR) activities during a vacation presents a dilemma for hotel managers – will such requests spoil a holiday? The study is significant because of increased investment by hotels in CSR activities and greater inclusion of hotel guests in CSR activities. We extend psychological wellbeing theory to evaluate the relative importance of CSR autonomy in enhancing guest engagement. A scenario based on a guest’s return to an actual hotel recently visited was designed and a convenience sample of 249 survey respondents analyzed using structural equation modeling. While hedonic value of the CSR activity provided the greatest effect on brand preference, both self-expressiveness and CSR autonomy significantly impacted brand preference. Effects for all constructs were mediated through cocreated citizenship behavior. The study has substantial theoretical implications for scholars and practical implications for CSR marketing communication campaigns to guests conducted by hotel managers and non-governmental organizations.

Re-imagining African millennials’ brand buying and distribution channel selection behaviour in a technologically disrupted world

Purpose This paper aims to investigate the factors that influence millennial purchase behaviour, brand choice and distribution channel selection in an evolving technology-driven environment. Design/methodology/approach The study was exploratory, using qualitative methods of personal interviews and some ethnographic observations to collect data from 585 millennials from ten cities in nine African countries. Findings Findings from the study confirm and support the critical role of e-commerce in facilitating millennials engagement with brands, highlighting how brand purchases are integral to their lifestyle choices. There is an overwhelming confirmation of the importance of influencer marketing and social media in shaping purchase decisions, with new insights into the role of local micro-influencers and social networks. The findings from the study highlight the pivotal role of a brand’s country of origin in influencing millennials’ brand preferences. The study supports and advances insights into the importance of online shopping and diverse factors influencing millennials’ selection of distribution channels. Practical implications There is an opportunity to leverage the growing mobile telephone penetration and social media usage to develop innovative integrated marketing communications strategies. There are opportunities for co-creating marketing communication campaigns with millennials in different settings. These are outlined in the practical implications section. Originality/value The paper is based on original empirical data collected from ten countries and explores the behaviour of a growing but under-researched segment of millennials in Africa.

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

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

Beyond the Marketing Hype: Analysis of Communication Campaigns of Electric Vehicles Eco-Friendly Image and Battery Waste Concerns

Electric Vehicles (EVs) are gaining widespread attention for their environmentally friendly nature and potential to reduce air pollution. As non-renewable fossil fuels deplete, the need for sustainable alternatives like EVs becomes imperative. The EV market emphasizes the cost-effectiveness of electric fuel and extended travel range, despite the initial higher cost of purchasing an EV. In Indonesia, the government encourages EV adoption through subsidies and improved electric refuelling infrastructure, including exempting EV users from the odd-even vehicle license plate rule in Jakarta.
 To promote EV adoption, brands employ diverse marketing strategies, urging customers to embrace EVs as agents of environmental change. However, the lack of transparency in how EV brands handle nickel-based battery waste, with a limited lifespan, raises environmental concerns. The accumulation of unusable batteries could pose soil pollution risks as EV usage grows. This research aims to explore the environmental implications of battery waste from EVs in Indonesia and analyze how EV brands address these concerns in their marketing communication campaigns.
 Adopting a cybernetic approach, the study examines the interconnectedness of marketing communication and consumer buying decisions. Qualitative research is utilized, drawing on various EV studies, facts about EV brand communication, and interviews with experts to provide a comprehensive analysis. Although battery waste might not be a pressing issue in Indonesia currently, inadequate waste handling raises potential future concerns about soil and water contamination. Addressing battery waste responsibly is crucial for promoting sustainable EV adoption.

Ethnocentrism and Xenocentrism Among Indian Consumers Towards Global Technology Brands: Importance of Brand Image and Brand Attitude

The purpose of this study is to investigate the role of consumer ethnocentrism and xenocentrism beliefs in influencing purchase behavior in India. Given its status as the most populous nation globally, with diverse consumer cultures and backgrounds, understanding Indian consumers’ biases toward domestic and foreign products holds significant value for both researchers and practitioners in refining their marketing communication strategies. A technology product, specifically a laptop computer, was selected to examine the ethnocentrism and xenocentrism tendencies of Indian consumers. Data (n = 373) for the study were collected through personal interviews with Indian consumers. The study’s results indicate that both perceived brand image and brand attitudes exerted a robust positive influence on Indian consumers’ purchase intentions for laptop computers. While the direct effects of ethnocentrism and xenocentrism on purchase intentions were minimal, they acted as moderators in the relationship between brand image, brand attitude, and purchase intentions for foreign brands. Developing a strong brand image and fostering positive brand attitudes should be prioritized in marketing communication campaigns to enhance global brand management.

Identity expressiveness in marketing: review and future research agenda

PurposeThis study aims to follow a rigorous approach to identify, critically analyze and synthesize 75 papers published from 2000 to 2022.Design/methodology/approachThe study presents a systematic literature review on identity expressiveness (IE), clarifying and expanding what is currently known about the concept.FindingsTo synthesize current knowledge on IE, the study uses the overarching framework of antecedents-phenomenon-consequences, using this same framework to identify gaps and future research directions. The findings show individual and brand-related factors such as the need for uniqueness and anthropomorphism as antecedents of IE, and eWOM/WOM, impulse purchases and upgrading to more exclusive lines as consequences of IE.Research limitations/implicationsThe study contributes to theory by synthesizing and mapping current understanding of the state of knowledge on the concept of IE while highlighting gaps in the extant literature and paving future research directions for scholars in the field.Practical implicationsThe study offers useful insights for practitioners, broadening marketers’ actionable options in identity-based marketing. Marketers can use insights from this study to inform marketing strategy and communication campaigns for different types of brands.Originality/valueTo the best of the authors’ knowledge, this study is the first of its kind and offers an integrative review of the current literature on IE, thus enhancing understanding of the concept, its antecedents and consequences. The study also contributes to knowledge by highlighting future research priorities for researchers in this field of enquiry.

Toward a Common Customer Identity Framework for Managing Participatory Marketing Communication Campaigns

Empowering customers through participation is known to enhance brand promotion. A popular strategy involves asking customers to vote on marketing communication tactics, which activates empowerment effects through increased psychological ownership. Prior research has found that while winning voters experience empowerment effects, losing voters report lower psychological ownership, product evaluations, and demand. In this research, through four studies we develop and test a parsimonious common customer identity framework to understand and reduce the effects of losing. This research advances marketing communication theory by highlighting the distinctive processes underlying the empowerment versus losing effect and demonstrating the value of engaging losing voters by enhancing intergroup interdependence through the activation of cooperative mindsets. Specifically, the study identifies that framing a voting event as a collaborative (versus competitive) effort is effective in mitigating the losing effect, particularly among those with high self–brand connection. Therefore, this research offers managerial implications on managing empowerment strategies, which is potentially generalizable to other marketing communication channels involving customer participation.

Consumers perception on green marketing towards eco-friendly fast moving consumer goods

In today’s commercial world, ecological concerns have become increasingly essential. A lot of governments care about environmental issues. Sustainable development that doesn’t harm the environment is a major concern for companies today. The term “green marketing” describes the strategy of promoting and selling goods and services because of their positive impact on the natural world. Either the product or service itself is environmentally friendly, or the manufacturing process, packaging, and marketing are modified to be more eco-friendly. Concerns about how products harm the environment have recently been expressed by both manufacturers and consumers. Lead-free paint, organic foods, and low-power (or “energy-efficient”) electrical equipment are examples of products that consumers and manufacturers are focusing on as being “green” or ecologically friendly. Additionally, the importance of the green marketing idea is becoming more and more apparent to marketers. Though numerous green marketing studies have been conducted globally, there hasn’t been much academic research on consumer perception and preferences in India. This study explores consumer green ideals, environmental knowledge, green behaviours, and green products in addition to providing a brief review of environmental challenges. This article emphasises consumer views of and favorites for green marketing tactics and goods through the use of a planned questionnaire. To study was lead on 702 respondents. Customers demonstrated a high level of knowledge about eco marketing tactics and products. The respondents also showed strong environmental values. Research has offered helpful insights for green product marketers owing to the great perceived eco cost amongst customers, and it emphasises essential for creating marketing communication campaigns promoting green products.

Theoretical Guidelines for Social Media Marketing Communication

Social media (user-generated content) create many innovative opportunities for those organisationsthat realise that electronic word of mouth (eWOM) can be powerful in an online environment. eWOMis now considered to provide an organisation’s online marketing communication with a competitiveedge since consumers know and trust their friends’ recommendations regarding products andservices. Social media provide organisations with an opportunity to create consumer experiencesfor consumers by making available social media tools. Organisations are interested in brandonline communities because of their ability also to build brand equity and product differentiationin the long term. Although organisations realise the huge potential of social media for eWOM andestablishing an organisation’s brand, there are no clear theoretical guidelines for social mediamarketing communication. This article proposes theoretical guidelines in terms of which socialmedia marketing communication can be considered. These guidelines are evaluated by means ofa case study of a recent social media marketing communication campaign in South Africa.

Identifying Factors Influencing E-WOM on Social Networking Sites

The aim of present research is to examine the influence of identified factors on efficacy of electronic word-of-mouth (e-WOM) for selected e-retailers on social media platform Twitter, applying data mining technique through python software programming. Taking the use of different programming and context as a research gap, the relationship among three important factors viz; network related, text related and time related factors and their influence on e-WOM has been examined on randomly tracked 2582 tweets about two of the reputed Indian e-retailers, Snapdeal and Flipkart. This study may be of immense help to e-retailers in identifying their reference customers (influential customers) on social media platform which in turn may be channelized for the purpose of viral marketing and other communication campaigns.

Subjective norms as a moderator in the consumption behaviour of branded functional beverages post-COVID-19 pandemic: a pragmatic view

PurposeThis study aims to experimentally investigate branded functional beverage (BFB) consumption behaviour post-COVID-19 through the lens of a conceptual framework built on three renowned behaviour modification models and to critically evaluate how well subjective norms serve as a moderator in the consumption behaviour relating to such beverage products.Design/methodology/approachA conceptual model was developed based on the tenets of the theory of planned behaviour (TPB), health belief model (HBM) and value-attitude-behaviour (VAB) model. The study was performed on a convenience sample of 537 respondents aged 18 and up from diverse regions in India using the PLS-SEM method. A total of 444 useable questionnaires were utilized for the final data analysis.FindingsGiven the post-pandemic setting, the perceived benefits of BFBs significantly influenced its purchase intention and consumption behaviour. It could grossly impact the media's role (information about COVID-19) and the consumers' interest in healthy food. The study revealed that the information about COVID-19 (role of media) strongly increased interest in healthy food, whereas interest in healthy food positively influenced purchase intention of functional beverages. With interest in healthy food as a “mediator”, the role of media (information about COVID-19) positively influenced purchase intention. It is worth noting the moderating role of subjective norms in the relationship between the role of media (information about COVID-19) and interest in healthy food and that between interest in healthy food and BFB purchase intention.Practical implicationsFood marketers shall skillfully use “opinion” leaders and subject experts in marketing communication campaigns to popularize the link between good food and immunity through COVID-19 and healthy diet-related messages sent via a suitable media platform. This would grab food consumers' interest in BFBs and persuade them to incorporate such items in their daily food milieu. Consumers need to be assured that consuming “functional” products would deliver health benefits and upkeep their body immunity in the post-COVID-19 times.Originality/valueThere has been minimal research on the link between perceived benefits, the role of media, interest in healthy food and consumption behaviour on functional beverages in the post-COVID-19 setting. Moreover, subjective norms have never been probed as a moderator in the consumer behaviour studies on BFBs. This pioneering study applied the tenets of the TPB, HBM and VAB model in the context of post-pandemic functional beverage consumption. The altered study settings caused by the COVID-19 pandemic and the context of a developing economy like India have amplified the research value of this study.

Marketing Communications in Differentiation and Positioning of Ukrainian Agrobusiness

The aim of the article. The purpose of this article is to study the experience and develop recommendations for improving marketing communications aimed at differentiating the products of agro-industrial enterprises of Ukraine and determining the position of such companies and their products in the markets. To achieve this goal, the roles of STP-marketing in the agro-industrial businesses of Ukraine are analyses in this article. The ways of increasing the efficiency of differentiation and positioning are also analysed, taking into account the personalization of interaction, Ukrainian heritage and foreign experience in marketing communications. Analyses results. The role of marketing communications in the differentiation and development of positioning strategies of Ukrainian enterprises are examines in the article. The object of the study is the agro-industrial sector, which has a special place in the national economy of Ukraine for over thirty years. The role of agribusiness is growing even more in times of crisis or wartime. The importance of finding new ideas and ways to differentiate the supply of agricultural companies are analysed. Attention is drawn to the need to build effective marketing communication campaigns that can inform target markets about the features of the agribusiness and its supply, compared to competitors. The important role of communication appeals in the formation of a clear position in the minds of consumers, suppliers, competitors and contact audiences and the corresponding perception of the proposed value are noted. The research highlights the importance of establishing communications in the STP marketing process. At the same time, agricultural enterprises must choose at which level to position themselves: at the level of product, brand or company. This is important for the selection and rational combination of appropriate of marketing communications tools, which influence not only the costs of the enterprise, but also the success of the marketing strategy. Special attention in this article is paid to the requirements of modern consumers who need special treatment. The key to the success of differentiation and positioning today, and consequently marketing communications are the personalization of interaction and the desire of customers to share information about themselves. It is proved that personalization should become a part of a modern marketing communication campaign of any agribusinesses in Ukraine. An important differentiator for the Ukrainian agricultural sector - a long time on the market - is analysed separately. Agribusinesses in Ukraine and relevant government agencies should use a variety of marketing communications in order to give agricultural products a distinct look, different from other producers and countries with a well-formed and well-founded position. Conclusions and directions for further research. Modern approaches to promotion policy with the use of powerful marketing communications tools can help the development of agro-industrial enterprises in Ukraine today. Communications can become a mechanism for identifying manufactured goods or the company itself, help to effectively differentiate and position agribusiness. However, marketers of Ukrainian agricultural enterprises should make more efforts to understand their consumers and the peculiarities of their behaviour. We should pay attention to the experience of large agricultural companies in Ukraine and the world and use their positive experience to attract additional attention to the current supply. In the following studies, it is advisable to pay attention to the experience and heritage of Ukrainian agribusiness, especially in foreign markets

Integrated Marketing Communication Exposure, Attitude, Decision-Making Process and Purchasing Behavior

Purpose – The purpose of this paper is to gain more understanding of cricket food consumer behaviors and the effects of the marketing communication campaign toward purchasing.
 Design/Methodology/Approach – This study is based on the relationship among four variables, integrated marketing communication (IMC) exposure, consumer attitude, decision-making process, and purchasing behavior, toward cricket food products in Thailand by applying the Kotler’s Black Box Model. Questionnaires were distributed online via email and the Line chat application, and were completed by 401 Thai people, aged 18 to 65, who had either eaten or not eaten cricket food prior.
 Findings – This study indicates the relationship between IMC exposure and attitude toward cricket food products., the attitude and decision-making process, decision-making process and purchasing behavior, and IMC exposure and purchasing behavior.
 Research Implications – In management, this study implies type of consumer and how to plan marketing communication strategies for future food entrepreneurs and marketers.

Perceived Satisfaction With a Student-Run Agency Service Learning Project: A Client Perspective

A number of marketing and marketing communication service learning (SL) projects/student-run agencies (SRAs) are used to provide real clients with valuable services, resources, knowledge and many other benefits. However, most research only examines the student benefits, so this research addresses the research gap by considering the community partner (small business client) perspective. The main research objectives are to establish if SRA developed integrated marketing communication (IMC) campaign plans result in satisfaction regarding the business performance, presentation and implementation methods. The South African small business clients were highly satisfied with the SRA developed IMC campaign plans. Several business performance benefits were highlighted, for example, increased sales, brand awareness and new customers. The small business clients showed increased satisfaction when the IMC campaign plan was implemented by the SRAs, and presented in verbal, written and PowerPoint formats. Hence, this SL project should continue and could be expanded to other universities and countries.

The Effects of Risk Aversion and Uncertainty Avoidance on Information Search and Brand Preference: Evidence from the Chinese Dairy Market

ABSTRACT For decades, research and practice have recognized the significant effects of risk aversion and uncertainty avoidance on consumer behavior. These two concepts are often used interchangeably and studied as an integrated factor in marketing literature. Despite the relationship between risk aversion and uncertainty avoidance, it is necessary to differentiate between the two concepts to address the inaccuracy in definition and application. This research investigates Chinese dairy consumers who experienced one of the most significant food safety crises in recent years. Based on a structural equation modeling analysis, this study reveals that risk aversion and uncertainty avoidance have different effects on consumers’ information search, perceived quality and brand loyalty. Therefore, future research should recognize the different roles of risk aversion and uncertainty avoidance in consumer behavior. Practitioners should target risk-averse and uncertainty-avoiding consumers as distinct groups, based on different marketing communication campaigns.

INFORMATION SUPPORT OF INTERNATIONAL MARKETING STRATEGIC PLANNING, PRICING OF UKRAINIAN COMPANIES IN THE CONDITIONS OF WAR WITH RUSSIA

Abstract. The conducted research improved the theoretical and methodological component of information support for strategic planning of international marketing, pricing of Ukrainian enterprises in the conditions of war with russia, turbulent external challenges. The information support of the decisionmaking process regarding purchases on the industrial market in conditions of martial law was highlighted and the approaches of scientists to marketing pricing, marketing strategic planning, multi-channel sales strategies were investigated enterprises. The article updates scientific developments regarding data sources in the analytics of the business environment and their transformation in the digital economy. Scientific and practical approaches to promotion, organization of marketing communications in global social networks, in particular, Facebook, are highlighted. The authors proposed a model of marketing communication, information support of business activity in Ukraine for Victory over the aggressor country – russia. The model substantiates the use of socially responsible and patriotic advertising, marketing and social communication streams in support of Ukraine and the Armed Forces of Ukraine in the field of developing a marketing and social communication campaign strategy, in which patriotic narratives prevail. The selection of Facebook targeting tools, the use of artificial intelligence technologies, and augmented reality are defined. The organic business direction for Facebook is studied, when it is thanks to organic distributions that the expansion of the target audience and additional customer flows are ensured. It is appropriate to use a complex of social networks to fight against mega-false russian propaganda and to form a procedure for protection against fakes. Keywords: international marketing, marketing strategic planning, marketing pricing, information support.

STRATEGIC DIRECTIONS OF MARKETING COMMUNICATIONS OF AGRO-INDUSTRIAL ENTERPRISES IN UKRAINE

The use of various tools of marketing communications and a strategic approach to developing communication campaigns are nowadays of particular importance. The processes of differentiation and positioning, being an integral part of any business, become complete only if consumers are made aware of the unique qualities and differences of the product, compared to alternative offers, through the marketing communication tools. Most of the Ukrainian agro-industrial companies should refer to the experience of leading Ukrainian and foreign companies, which, thanks to effective communication strategies, have successfully explained the differences and position of their products to the target audience and markets and achieved significant success. In marketing communication campaigns, especially in foreign markets, it is advisable to refer to the image of Ukraine as a well-known agricultural producer and the heritage, being an important component of modern agribusiness. Today, the issues regarding the truthfulness of messages of agricultural companies are associated with the compliance with standards and food safety regulations, which is a concern of national governments and international organizations. Therefore, communication campaigns of the Ukrainian companies should be simple and distinguishable, and convey the main ideas of differentiation and positioning of a product or enterprise itself short and clear. The limited and selective perception of modern consumers, who are overloaded with the vast amount of information, should also be taken into account.

ИССЛЕДОВАНИЕ ПРОЦЕССА РАЗРАБОТКИ КОМПЛЕКСА МАРКЕТИНГОВЫХ КОММУНИКАЦИЙ ГОСТИНИЦЫ

The increasing competition in the hotel services market and the development of communication channels for interaction with target audiences determine the relevance of maintaining relations between the hotel and consumers of services. The need to allocate competitive advantages for the formation and establishment of these relations creates the problem of effective formation of a complex of marketing communications. The hotel, which competently combines the elements of a complex of marketing communications, uses the synergetic effect of their application. This contributes to the solution of the strategic goals and objectives of the enterprise, strengthens its image in the hotel services market, forms a loyal base of consumers, increases brand awareness, which, ultimately, has a positive impact on the profitability of the business. The article analyzes the complex of marketing communications of the Mercure Saransk Center hotel. The process of developing a complex of marketing communications in the hotel is considered on the example of a marketing communication campaign on the eve of Valentine's Day in 2021, which allowed us to conclude that specialists have an integrated approach to planning, implementing and analyzing the programs carried out.

Institutional Work and Brand Strategy in the Contested Cannabis Market

How can brands adopt institutional work towards establishing themselves in a highly contested market? Defining contested markets as fields in which the plural logics of the market are in tension with each other and/or with societal level logics, our research explores the institutional work of one pioneer brand – MedMen – in the legal cannabis market in the United States. Analysis of MedMen's marketing communication campaigns and corporate press releases between 2018 and 2020 reveal vesting, mimicry, and constructing consumer identities as the main types of institutional work the brand has adopted. Our findings inform extant research on market dynamics by documenting the types of institutional work brands can strategically adopt to establish themselves in contested markets.

A consumer-centric framework to develop insights for effective integrated marketing communications campaigns

While the idea behind insight creation for integrated marketing communications (IMC) in the advertising and marketing industry has been around for decades, there has always been a shroud of mystery behind the actual creation. Often described as ‘more art than science’, insights creation has long been thought of as an unteachable skill.1 Through the use of a consumer-centric framework, this paper examines whether advertising and marketing professionals are able to harness necessary facts to explore, understand and develop a meaningful consumer insight. Based on depth interviews and case studies, the results suggest that practitioners need to uncover important ‘learnable’ components related to business, brand, culture and audience, while also relying on internal mechanisms such as judgment, interpretation and creativity to guide decision-making. The proposed consumer-centric insight development tool enables a fresh look at the learnable components to develop insights for new IMC work.