Marketing Communication Channels Research Articles

Formulating marketing strategy of Si Bijak microinsurance using SWOT analysis, marketing mix and Business Model Canvas

Life risks can happen to anyone, including low-income people who are vulnerable to the risk of death and loss of property due to unexpected events. This research uses SWOT analysis, marketing strategy, 7P marketing mix, and Business Model Canvas to find out the causes of sales failure and solutions that can be used as a reference for the sale of Si Bijak microinsurance in the future. This research method uses qualitative methods through literature analysis, data, and information from interviews with 4 (four) subjects directly conducted in November 2023-January 2024 and verified through repeated checks so that it can be analyzed. The results showed the need for repricing and the number of insurance benefits, the addition of diverse marketing communication channels and media, massive sales activities through cooperation with microfinance institutions, social institutions, and communities, development of microinsurance application technology, increasing education/literacy to the public, promotional activities for ease of sales, and supervision and support from regulators.

Digital Marketing and its Importance in Tourism Promotion: Case of Southern Albania

The advent of new technologies such as social media have penetrated many households and have made it possible to change the way consumers seek information as a basis for their purchasing decisions. As the number of users escalates, companies are advised to take advantage of the development of these marketing channels and effectively communicate with customers. Meanwhile, the hotel industry is growing rapidly and hoteliers in general have actively tried to pursue marketing strategies that remained competitive. However, with the large number of competitors and the increase in the bargaining power of consumers, hoteliers must rethink their strategy to manage, among other things, marketing communication channels that include social media (Hennig-Thurau et at., 2010). This paper seeks to examine the relationship between social media use, and the role of social media in tourism promotion and the related consumer behavior. Primary data were collected through questionnaires. The results showed that there is a positive correlation between the research variables.
 
 Received: 29 December 2023 / Accepted: 25 February 2024 / Published: 6 March 2024

Modeling marketing communication in a farm plant care information system

The article substantiates the need to use the marketing communication channel in specialised software for agriculture. The purpose of such a channel is to provide information to farmers about the availability of planting material, technical means that ensure the processes of the production cycle, services of specialized contractors, etc. in the market. The content of such a channel in the software should be personalized, i.e., based on the user profile and his activity in the software product. The aim of the research is to create an information model that demonstrates the transformation of software product processes when implementing a marketing communication channel. To realize the goal, all the key objects involved in the mentioned processes are established, all the links between them are established. The obtained results became the basis for using the method of information modeling in order to create a model of the process of interaction between users of the system, its main modules and the module responsible for generating content for marketing communication. The developed model shows the information flows arising between the subjects of interaction during the realization of the functional capabilities of the information system.

ВПЛИВ ІНТЕРНЕТ-ТЕХНОЛОГІЙ НА МАРКЕТИНГОВІ КОМУНІКАЦІЇ ПІДПРИЄМСТВ

Modern entrepreneurship cannot be imagined without the use of Internet technologies in marketing communications. This study is devoted to analyzing the impact of these technologies on the strategies, tools and effectiveness of marketing of enterprises. With the rapid development of the Internet and the widespread use of digital devices, the way companies interact with consumers has fundamentally changed. The purpose of this study is to identify and analyze the key effects of Internet technologies on marketing communications in enterprises. The study examines various aspects, including the advantages of Internet technologies in marketing communications. Additionally, the article can analyze potential challenges and limitations of use Internet technologies in marketing, such as privacy issues data, oversaturation of advertising and instability of virtual platforms. This will help readers get more a complete view of a wide spectrum opportunities and challenges associated with the use of Internet technologies in marketing communications. The expected results of this study will substantiate the growing importance of Internet technologies in marketing communications and will provide practical recommendations for enterprises on the effective use of these technologies. Analyzing current trends, it can be expected that Internet technologies allow businesses to attract more target audiences, communicate with them in real time and maintain constant interaction. It may be achieved through use social media, email, websites, blogs and other communication tools. Further use of Internet technologies in marketing communications can lead to increased competitiveness of enterprises, improved interaction with consumers, increased sales and improved overall brand image. In addition, the study highlights the importance of integration and synergy between traditional and Internet marketing communication channels. This highlights the need for connected and consistent messaging across platforms to maintain brand identity and engage customers. The research will contribute to the understanding and identification of the most effective strategies of use Internet technologies in marketing communications and providing recommendations for the practical application of this knowledge in the field of business.

Marketing communications’ dimensions and brand loyalty in the banking sector

PurposeThe study investigated the effect of marketing communications’ dimensions on brand loyalty in the banking sector.Design/methodology/approachThe study adopted the quantitative research approach which relied on the explanatory design due to the nature of the hypotheses tested. The convenience sampling technique was used to pull 377 customers of a branch of a commercial bank in Ghana. Furthermore, the PLS-SEM technique was deployed to assess the measurement model and test the research hypotheses.FindingsResults show that the following dimensions of marketing communications are significant predictors of brand loyalty: direct marketing, public relations and sales promotion. The exception is advertising, which had an inverse relation with brand loyalty.Practical implicationsThe results provide significant pointers to banks’ management that they should deploy a variety of marketing communication channels other than intensive advertising to reach and persuade customers.Originality/valueThe study illustrates the latest effort to extensively provide insights into how commercial banks could leverage marketing communication tools to sustain loyalty in an emerging economy that is intensively competitive.

Marketing in war conditions of the country's: features of communication channel development

The paper considers the problem of building marketing communication channels in the conditions of the war in the country. The relevance of the problem is explained by the fact that the scientific literature does not cover the issue of building marketing communication channels in the conditions of martial law in the country in the digital age. The purpose of the paper is to study changes in marketing communications in the retail sector during wartime compared to peacetime. It was established that the development of information technologies led and leads to the emergence of new means of communication interaction. It has been established that marketing communications are becoming highly personalized, preference is given to mobile traffic, customers are involved in communication (they are provided with an answer to comments). Signs of built communication channels are the return of long reads, mailings, the widespread distribution of chat bots, the demand for interactive content, etc. The development of information technologies leads to the appearance of new means of communication interaction, changes in the purpose of marketing communications. It should be noted that in critical moments, people prefer to receive information from the Internet, because it is updated more often, and the mobile Internet does not require high volumes of traffic, and reflects a greater number of different points of view. Specified trends: Marketing communications during the war are highly personalized, interaction, including promotion on the Internet, aimed at winning individual customers. Сustomers are actively involved in participating in surveys, development and improvement of means of promotion to attract new customers, etc. The use of marketing in the Internet environment of the pull model (in contrast to traditional marketing, where the push model is used, in which consumers play a passive role and have only a fairly limited choice of information channels) to interact with an active user who receives information in return on request.

BIM—A new paradigm for building and maintaining a manufacturer‐architect relationship

AbstractThe adoption of BIM (Building Information Modeling) technology significantly impacts the ways, in which the building industry operates. This technology not only provides all industry participants with numerous advantages, but also brings new types of relationships and ways in which it can be utilized. Taking into account the fact that many companies have incorporated relationship marketing into their strategies, manufacturers of building materials should look to ways of digitalization to shape collaboration with architects most of all. It seems inevitable when considering that relationship marketing paves the way to competitive value creation. In addition, relationships equip marketers with data and knowledge, which could play a significant role in developing markets and new products, as well as supporting sales departments by providing solid leads. The aim of this paper was to indicate what kind of role BIM methodology could have in establishing long‐term relationships in the manufacturer‐architect line. In research, we focus on the manufacturer's perspective and show possibilities for long‐term cooperation with architects. In this research, a mixed methodology approach has been used, in which a systematic review of the literature, an own survey on a group of architects, and a case study based on a solution used by one of the clients of the BIM ALLY. The possibilities of using BIM as a marketing communication channel, sales channel, and channel for obtaining key data and information about the users of digital models were proven and indicated.

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.

The Influence of Augmented Reality on Purchase Intention in the Housing Industry

Rapid emergence of technology communication has demanded the business organization to adapt with the most optimal marketing approach to ensure long-term survival in the modern business environment. Research on technologies adaptation in relation to marketing were conducted in various sectors in order to study the marketing communication channels in persuading targeted customers to purchase the selling products or utilize the services offered in the market. In contrast, the advancement of technology was not thoroughly harnessed by the property sector, which lagged in adopting the innovative marketing approach to promote their selling house. Accordingly, this research is aimed at investigating the effect of marketing communication channels via the adoption of AR to encourage the intention to purchase among the targeted house buyers. A total of 130 booklets of survey forms were distributed using the self-administered method along with the prompt material of housing design in AR applications. In return, 100 booklets of survey forms were received. As a result, the findings indicated that AR application as a marketing communication channel has an impact on the intention to purchase among potential house buyers. It is expected that AR technologies would create a new norm with extraordinary modification and advancement to promote housing projects and provide guidance to the developer. This initiative is able to improve their marketing communication, thus attracting house buyers based on their interests.

Komunikasi Pemasaran Teras Bocimi Kafe Dalam Meningkatkan Jumlah Konsumen Di Masa Pandemi

Integrated Marketing Communications (IMC) is a concept in which a company integrates and coordinates various marketing communication channels to send clear, consistent, and attractive messages about the company and its products. Marketing communication to consumers by the management of Teras Bocimi Café will be more measurable and planned. This research uses qualitative and descriptive methods. The qualitative research approach uses 6 dimensions to implement marketing communication in Teras Bocimi Café, namely direct marketing, promotion, public relations and publicity, personal selling, word-of-mouth marketing, and events and experiences initiated by Kolter and Keller to implement communication. Based on field data, not all dimensions run well, some do not run and are not implemented at Teras Bocimi Cafe.

Virtual Technology (VR) Attractiveness Attributes in Influencing House Buyers’ Intention to Purchase

This study aims to investigate the response from selected potential buyers on the marketing communication channel by using the application of virtual reality (VR) in new housing schemes. The objective of this study is to test the hypothesis relating to the channel attributes and potential buyers' purchase intentions through a within-subject design with 100 prospective house buyers. Data were analysed using correlation analysis in IBM SPSS software. It was found that the channel attributes are related to the house purchase intention as indicated by correlation values of 0.793, which indicates strong correlations. As the study uses a quantitative survey method, the data obtained may not be as precise as data obtained using a qualitative research method. Respondents can only select a few options, making it harder for them to express their true opinions. As a contribution to the housing industry, this study emphasizes the importance of VR house models in marketing communication by providing useful empirical results and recommendations based on the research results. The study integrates the current knowledge derived from the research conceptual framework to develop a smart real estate marketing strategy using VR.

DIGITAL MARKETING AND BRANDING OF HIGHER EDUCATION IN UKRAINE AND EUROPEAN COUNTRIES

The article substantiates the relevance of digital communications at this stage of development of human society in general and higher education in particular. Attention is focused on such a tool for attracting and retaining customers in the long term as branding. Accordingly, the purpose of the publication is to study the meaning and results of the practical use of digital marketing and branding in the development of the higher education segment in Ukraine and European countries. The author emphasized that in modern conditions, the online presence of Higher Education Institutions in the media environment is gaining priority, which is especially relevant in the conditions of today's uncontrolled multi-crises, such as Covid-19 and the military aggression of the Russian Federation. , launched against Ukraine in 2022. To achieve the goal, general scientific methods were used: statistical and calculation-mathematical, with the help of which all the necessary initial information for digital and educational analytics was formed; theoretical - for the development of a conceptual scheme of digital marketing and branding of higher education based on an integration approach; analysis - to assess the presence of domestic and foreign higher education institutions in social networks, which are one of the channels of digital marketing communications; graphic method for the purpose of developing a conceptual scheme of integration of digital marketing and branding of higher education institutions. The main results of the research, representing a scientific novelty, were: identification of the popularity of marketing communication channels of domestic and foreign higher education institutions; determining the role of influencers in digital marketing and branding, positioning and promotion of HEIs in the market of educational services; substantiation of the main metrics for evaluating the effectiveness of digital marketing communications and branding of higher education institutions. The practical significance of the obtained results lies in the possibility of their implementation in higher education at the current stage of development of higher education in Ukraine.

STRATEGI KOMUNIKASI PEMASARAN DIGITAL BERBASIS INFLUENCER PADA INSTAGRAM CLEO OXYGEN DALAM UPAYA MENINGKATKAN BRAND AWARENESS

The development of information technology can be accessed anytime and anywhere only by connecting to the internet. With a very large number of internet users, Indonesia is a potential market share for online shop business people. Digital media channels are online communication techniques used to achieve the goals of brand awareness, familiarity, enjoyment, and to influence buying interest by encouraging digital media users to visit the website. Cleo Oxygen chooses Instagram as a marketing communication channel and influencers as a means of promoting a product. The focus of the problem in this research is how influencer-based digital marketing communication strategies on Instagram Cleo Oxygen are in an effort to increase brand awareness. The researcher uses a qualitative method with a descriptive approach, for the theory used in this study is the theory of Viral Marketing Strategy according to Chaffey in his book. The results of the study show that the influencer-based digital marketing strategy on Cleo Oxygen's Instagram has an impact on (brand awerness) public trust in Cleo Oxygen products, and is evidenced by the large number of impressions and likes in a post where the influencer is able to influence his followers to participate. consume this Cleo Oxygen product. The positive responses in the comments column of the post show that the Cleo Oxygen product has been accepted by the public on the internet.

Up in the air! Airline passenger's brand experience and its impact on brand satisfaction mediated by brand love

This study aims at comprehending the significance of brand experience in impacting brand satisfaction in the aviation sector. Grounded on the theory of experiential marketing, the current research aims to explain the phenomena by which brand experience can be created through marketing communication channels. This study also tests the role of brand love as a mediator on the relationship between brand experience and brand satisfaction, by analyzing 480 responses. This research concludes that brand love partially mediates the relationship between brand experience and brand satisfaction in the aviation sector. Airline managers need to focus their strategies on event marketing and marketing communication as they have a significant effect on brand experience. The findings will also help in understanding the different dimensions of brand experience.

МАРКЕТИНГОВІ КОМУНІКАЦІЇ УКРАЇНСЬКИХ КОМПАНІЙ В УМОВАХ СУЧАСНИХ ВИКЛИКІВ, СПРИЧИНЕНИХ ВІЙНОЮ

Recently, the marketing communications of enterprises are in constant transformation due to the crisis of the domestic advertising market as a result of Russian aggression. The war in Ukraine has become the main challenge that worries the population of all the leading countries of the world and will affect their economic situation and consumer behavior. Under such conditions, enterprises need to optimize their advertising budgets, marketing communication channels in order to use resources most effectively and reach their own target audience. The aim of the research is to identify the main challenges of the business environment of enterprises, which arose as a result of Russian aggression, and to generalize trends in the use of marketing communications by enterprises. The methods used in the research: systematic and complex analysis, analytical approach, theoretical generalization and comparison, observation. The main hypothesis of the study is the assumption that the Russian military aggression in Ukraine became a powerful impulse in society and contributed to the formation of new values related to the formation of national identity and its protection. This, in turn, affected the nature of marketing communications and forced enterprises to review the set of communication tools and channels for the distribution of advertising messages. Presenting main material. The article defines the main changes that have taken place in the business environment of enterprises and in the behavior of consumers. It has been proven that in the conditions of a global economic crisis, a drop in the purchasing power of the population and uncertainty about the end of hostilities, companies optimize advertising budgets and look for new channels and tools to influence consumers. Because marketing communications are highly dependent on society's values and demands of the target audience, under the current conditions, the role of PR tools, the emotional component in brand promotion, orientation towards social responsibility, and common values in society will be strengthened in the marketing communication policy. Examples of successful use of the theme of patriotism in advertising of domestic enterprises are given. The originality and practical significance of the obtained results lies in the possibility of applying the provided recommendations to improve the marketing communication policy of enterprises. Research conclusions. The war in Ukraine became a major event that causes concern in most countries of the world, caused an economic crisis and influenced consumer behavior. Since the first days of Russian aggression, a demand for patriotic values has formed in Ukrainian society, and consumers prefer brands that promote them. Against the background of the general reduction of the advertising market in Ukraine, patriotic colors, slogans, and logos are present in the advertising campaigns of most enterprises and successfully influence consumers united around the idea of victory over invaders. At the same time, the prolongation of the military conflict can lead to the effect of "habituation" and a drop in the effectiveness of communication influence.

Examining Board and Executive Staff Perceptions of Social Media in National Sport Organizations

The purpose of this paper was to highlight (1) how (if at all) social media is governed as a marketing communication channel and (2) whether there is conceptual congruence between board and executive staff with regards to social media in their organizations. Semi-structured interviews were conducted with one board member and one executive staff member from 22 Canadian national sport organizations. Results suggest nil governance and strategic oversight of social media; however, board and executive staff are seemingly aligned in this position. While having conceptual congruence is important for the organization’s collective achievement, it is inherently problematic that neither side sees value in moving the discussion of social media to a governing level given its implications on marketing communication efforts. At the board level, NSOs should proactively establish a digital strategy considering the importance of the social (and digital) media function in the 21st century sport business landscape.

The influence of marketing communication channels on the motivations, consumption behavior, and satisfaction of domestic tourists in Kenya

As one of the oldest forms of tourism, domestic tourism remains vital for any destination especially in this post Covid-19 era when tourists are extremely sensitive to cross-border travel. Therefore, an understanding of how marketing communication channels affect the motivation, consumption behavior and satisfaction of domestic tourists is crucial in promoting this form of tourism. This study aims to investigate the influence of marketing communication channels on the motivations, consumption behavior and satisfaction of domestic tourists visiting Machakos People’s Park, in Kenya. To achieve this, a survey was conducted on a sample of 258 domestic tourists visiting Machakos People’s Park. Quantitative data was collected through a structured questionnaire and analyzed by descriptive and inferential statistics using SPSS software. Explorative factor analysis was performed to distinguish the push and pull motivation factors, and descriptive measures were determined. Thereafter, cross-tabulation and chi-square determination were performed to test the associations between marketing communication channels and the other variables in the study. An alpha level of .05 was used for these statistical tests. The findings revealed that marketing communication channels had a significant influence only on the consumption behavior of domestic tourists but not on their motivations and satisfaction. These findings are instrumental for the marketing communication and management of Machakos People’s Park, and similar domestic tourist destinations.

Цифровые маркетинговые коммуникации на рынке спортивного питания

Healthy diet and lifestyle are especially important during the COVID-19 pandemic. Therefore, more and more people of all age groups are getting involved into various sports and healthy diets. These factors have boosted the development of the sports nutrition industry. The current situation requires detailed studies of consumer preferences and digital marketing communications. The present research objective was to identify the role of digital marketing communications in sports nutrition.
 The study featured the consumer preferences in the market of sports nutrition and included an on-line survey of 500 residents of the Kuzbass Region engaged in various sports. The obtained results underwent statistical, economic, and graphic analyses.
 Men aged 18–29 appeared to be the main consumers of sports nutrition in Kuzbass. Most of them (90%) relied on the competent advice from the seller or coach and purchased sports foods in specialized shops or online. The target audience of sports nutrition consumers is expanding, which requires new promotion means. Digital marketing tools proved extremely effective as they bring information to the target audience in a tailored manner via social nets or influential bloggers.
 The article contains some recommendations for producers and sellers of sports foods based on the requirements of the main target consumers and their preferences regarding the place of purchase, content, communication channels, etc. The priority is shifting from traditional marketing communication channels to digital ones, i.e. contextual, targeted, and viral advertising, social media promotion, consultations with a shop assistant or a fitness club coach, direct online marketing, sponsorship of various sports events, joint online promotions with fitness club, etc.

Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach

The increased usage of social media forced the brands to integrate social media in their marketing communication channel, as it becomes the need of the hour, as it determines overall brand identity, brand image, and company performance in the present marketing competition. This research aimed to track the evolution and advancement of the IMC concept, and how it reformed the way of marketing communications. Moreover, the study highlights the importance of social media, as how it can influence consumer behavior in a substantial way. The study developed a theoretical framework through systematic review in the context that serve to integrate the existing conceptual framework of IMC with social media (SM) that is also called consumer generated media (CGM) and offer implications for understanding the manifestation as a tool of augmentation for marketing practice. The present study reviews and explains the liaison between social media/consumer generated media and IMC through enhanced IMC outcomes in the modern-day marketing communication approach. The findings of the study serve as a springboard for future research and applications in the field of marketing mix, in order to build strong foundations of the brand physically as well as virtually in the mind of customers.

Marketing strategies during crisis: exploring the hospitality industry in Kuwait

The outbreak of Covid-19 has impacted many countries and their businesses around the world. This research explores the impact of pandemic on hospitality industry in Kuwait and discusses marketing interactions undertaken by the businesses to overcome the negative impacts of this crisis. Fourteen semi-structured interviews were carried out with the restaurants’ owners in Kuwait to meet the research objectives. The results of this research show that businesses had to adapt their marketing strategies to the current environment. These changes include using marketing communication channels such as social media more regularly and offering different and additional products and services to be able to sustain the business. Necessary successful alterations were made to the marketing strategy during pandemic to manage business continuity and some of these changes will continue to operate after the pandemic is over.