Effectiveness Of Marketing Communications Research Articles

Price, Marketing Communications and E-commerce Services on Consumer Purchase Intention in Online Shopping

General Background: The rise of technology and internet use has significantly influenced shopping behaviors in Indonesia, particularly with the growth of online shopping. Specific Background: Factors such as price, marketing communication, and e-commerce services are essential in shaping consumer purchasing decisions in this digital space. Knowledge Gap: Limited research has examined the combined impact of these variables on online purchase intentions. Aims: This study investigates the effects of price, marketing communication, and e-commerce services on consumer purchasing intentions. Results: Using a quantitative approach with 96 respondents, the analysis reveals that all independent variables significantly influence consumer purchase intentions in online shopping. Novelty: This research integrates multiple influencing factors into a single study, emphasizing their collective impact. Implications: Findings indicate that e-commerce platforms should focus on competitive pricing, effective marketing strategies, and quality services to enhance consumer purchase intentions, contributing to a thriving online retail environment. Highlights: Significant Influence: Price, marketing communication, and e-commerce services collectively impact consumer purchasing decisions in online shopping. Research Gap: This study fills the void by examining the combined effects of multiple factors on purchase intentions. Strategic Implications: E-commerce platforms should prioritize competitive pricing and effective marketing strategies to boost consumer engagement and sales. Keywords: Price, Marketing Communication, E-Commerce Services, Consumer Purchase Intention, Online Shopping

Optimizing Retail Pharmacy Success: The Role of Multichannel Marketing Strategies

This study focuses on the effect of multichannel marketing communication in retail pharmacies to establish customer satisfaction in a world experiencing the digitalization of health sectors. The objective of the study is to understand customer acquisition and retention practices, the role of online and offline integrated communication, and the extent of customer preference for various marketing communication channels. As part of the study, the quantitative analysis of the publications included in the review was made using articles and reports published from 2014 to 2024. The review was conducted on the aspects of marketing using multiple channels in retail pharmacy and the healthcare-associated fields. The studies identified that comprehensive communication channel enhancement policies positively affect the generation of revenues, reduction in costs, and information delivery schedules in pharmaceuticals. Depending on the channel, consumers’ needs and wants differ, and there is success in personalizing and presenting reasonably logical thoughts to people. Synchronicity of online and offline communication effectively increases the customers’ power, trust, and satisfaction. E-marketing has always been significant in enhancing customers’ touch points, which is why digital transformation is vital. This study further supports the fact that multichannel marketing is mandatory for the success of a retail pharmacy in the prevalent, highly competitive environment. The implementation also presupposes knowledge of consumer differences, the synergy of online and offline contacts, the emphasis on personalization, and fast adaptation to the changing technological environment, but often within the framework of severe legislation.

The Influence of Personal Selling and E-Marketing Marketing Communications of Dapurnya Ami UMKM on Consumer Brand Awareness in Banuhampu District, Agam Regency

This study aims to analyze the impact of marketing communication through personal selling on consumer brand awareness in Banuhampu District, Agam Regency. Additionally, this study evaluates the effect of electronic marketing communication (e-marketing) by the micro, small, and medium enterprises (MSME) Dapurnya Ami on consumer brand awareness in the area. The research method used is a quantitative approach conducted in Banuhampu District, which consists of seven villages. The sample was selected using proportionate stratified random sampling, purposive sampling, and accidental sampling techniques, with a total of 400 respondents. Data was collected through questionnaires distributed to consumers who are the target market of the MSME Dapurnya Ami. Data analysis was performed using various techniques, including single table analysis, cross-tabulation analysis, and hypothesis testing using Spearman's rho rank. The results show a positive correlation between the personal selling marketing communication of Dapurnya Ami and consumer brand awareness, indicated by r=0.001 and p=0.718. This suggests that the first hypothesis is accepted with a significance level of less than 0.05. Furthermore, the correlation between electronic marketing communication (e-marketing) of Dapurnya Ami and consumer brand awareness is also positive, with r=0.001 and p=0.836, indicating that the second hypothesis is accepted at the same significance level

The effect of electronic integrated marketing communication on consumers purchasing behavior of mobile service: A case study from Jordan

The purpose of this study was to examine the effect of E-integrated marketing communication on consumers’ purchasing behavior of mobile services. The population for the study involves all orange telecom mobile service customers in Jordan. Three hundred ninety-five questionnaires were distributed to orange telecom customers in Jordan, however, 375 only returned, which has been used for analysis. structural equation modeling using programs such as AMOS was used to investigate the impact of E-integrated marketing communication on consumers’ purchasing behavior. Data was collected through questionnaires was sent to study sample. The results of the study showed that E-integrated marketing communication had a positive impact on consumers’ purchasing behavior. Based on the findings, the study recommended that Orange Telecom should focus more on e-public relations to create a favorable image of the company among different groups of consumers, which can potentially enhance their purchasing behavior towards its mobile services. It is imperative for Orange Telecom to prioritize its e-integrated marketing communication strategy to effectively reach out to its target audience and influence their purchase decisions.

PENGARUH KOMUNIKASI PEMASARAN, HARGA DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada CV. Pacific Andre Anton di Situbondo)

Increasing business competition certainly requires the right marketing strategy, so that business can run effectively and efficiently. Offering high-quality products and communicating with consumers appropriately are two examples of consumer behavior in the target market that business people must know. The purpose of this study was to analyze the effect of marketing communication, price, and product quality on consumer satisfaction through purchasing decisions. This research is explanatory research. The population in this study were consumers of CV. Pacific Andre Anton in Situbondo. The sampling technique was determined by purposive sampling. Data analysis and hypothesis testing in this study used the Structural Equation Model-Partial Least Square (PLS-SEM). The results of the direct effect hypothesis test with the Smart PLS 3.0 application, show that marketing communication has a significant effect on purchasing decisions. Price also has a significant effect on purchasing decisions, then product quality has no significant effect on purchasing decisions, marketing communication has a significant effect on customer satisfaction, price does not have a significant effect on customer satisfaction, product quality has no significant effect on customer satisfaction, and purchasing decisions have a significant effect on customer satisfaction. The results of the indirect effect hypothesis test show that the variable marketing communication on customer satisfaction through purchasing decisions has a significant positive effect, price on customer satisfaction through purchasing decisions has a positive but insignificant effect, product quality on customer satisfaction through purchasing decisions has a negative but insignificant effect.

APPLICATION OF IMMERSIVE TECHNOLOGIES IN BUSINESS: THEORY, METHODOLOGY AND PRACTICE

The article examines and analyzes the peculiarities of the application of immersive technologies in business to increase the effectiveness of marketing communication with the consumer and achieve a higher level of competitiveness and establish relations with potential partners. Businesses can benefit more by introducing new technologies into their operations. However, such technologies require investment. For Ukrainian enterprises, this can become a problem due to the lack of stable profits. The role of immersive technologies in the form of augmented reality (AR) and virtual reality (VR) is determined, which will be a significant incentive for Ukrainian companies in the context of post-war revival, as they can be used to form a new market for the company. The factors that inhibit the use of immersive technologies in marketing are analyzed: high cost, limited access for the audience, the need for training and education, physiological limitations, technical problems, limited parameters for some products, competition with other visual media. Emphasis is placed on the fact that in marketing and sales, efforts should be focused on the use of the following tools: augmented reality in advertising, virtual product fitting, AR assistant in the store, virtual rooms in the store, AR product presentations, VR virtual events and demonstrations. Immersive technologies can help establish communication between the brand and the consumer, as well as establish a partnership. Keywords: business, marketing, immersive technologies, consumers, loyalty, innovation, virtual reality, augmented reality.

Effect Of Social Media Marketing Communication On Customer Behavioral Intention Of Fast-Food Restaurant Chain Customers In Sri Lanka: Brand Image As A Mediator

Effect Of Social Media Marketing Communication On Customer Behavioral Intention Of Fast-Food Restaurant Chain Customers In Sri Lanka: Brand Image As A Mediator

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

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

Language and thought: Linguistic relativity in social marketing communication

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

Integrated Marketing Communication Strategy to Increase Brand Equity of BPJS Kesehatan

BPJS Kesehatan, the implementing body of the JKN Programme, is confronted with the challenge of maintaining program sustainability due to a significant number of inactive participants in the PBPU segment, a situation primarily attributed to the organization’s low brand equity. The primary research objective of this study is to To develop integrated marketing communication strategy to increase BPJS Kesehatan brand equity. The methodelogy used is qualitative and quantitative research. Despite possessing commendable competitive advantages and offering the most affordable healthcare options, BPJS Kesehatan’s struggle stems from deficiencies in marketing communication. Internally, the organization recognizes its potential to build brand equity but acknowledges a gap in marketing communication effectiveness and message coherence. Externally, the PBPU segment exhibits low brand equity, notably in terms of loyalty and awareness towards the JKN program. The identified target demographic for BPJS Kesehatan within the PBPU segment includes individuals aged 18-35, residing in urban and densely populated areas, with an upper-class socioeconomic status. While these individuals generally express trust in BPJS Kesehatan, they lack awareness of the program details. To address these challenges, a recommended strategy involves implementing an Integrated Marketing Communication approach with a specific theme: “ease of health insurance, which is reliable.” Key messages emphasizing affordability, accessibility, quality, value, convenience, technology, and social impact should be conveyed. Utilizing diverse marketing channels such as television, online video, social media campaigns, mobile app optimization, and events can enhance communication effectiveness. Additionally, BPJS Kesehatan should consider developing supplementary benefits to augment services and increase participant loyalty. It is also crucial to empower employees to serve as effective communicators, enhancing their assertive communication skills to bolster the organization’s overall communication strategy.

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

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

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

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

Pengaruh Penanganan Keluhan dan Komunikasi Pemasaran Terhadap Loyalitas

Customer loyalty is one of the most important aspects in the business world. Retaining existing customers is often more cost-effective than finding new customers. The purpose of this study was to analyze the effect of complaint handling and marketing communication on loyalty. The research method used is a literature study or Library Research with a qualitative approach. Based on the literature review conducted on the results and discussion, it can be concluded as follows: (1) The effect of handling complaints has a positive effect on loyalty (2) The effect of marketing communication has a positive effect on loyalty. Keywords: complaint handling, marketing communication, loyalty

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

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

Использование разноуровневых маркетинговых коммуникаций несетевыми продавцами отделочных материалов

The decrease in the effectiveness of conventional marketing communications and the need to optimize marketing budgets require modern non-network players in the finishing materials market to take a more balanced approach to the formation of an integrated set of communication tools. Within the framework of this study, four types of marketing information transmission channels were identified. A tiered approach was used for typing, based on determining the type and number of communication intermediaries between a non-network seller and a buyer of finishing materials. A list of opportunities and threats of using a communication channel is defined for each type, which allows operationalizing the process of developing marketing communications. In order to optimize the procedure of developing a marketing communications package, lists of relevant marketing communications tools were formed, ranked by the degree of influence on sales volumes. To conduct the research, methods of included observation, survey and analysis of marketing internal reporting documents were used. The objects of observation - non-network sellers of finishing materials in the Siberian Federal District. The respondents - specialists who make decisions on the integration of marketing communications.

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

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

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

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

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

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

Influence of marketing communication on smartphone buying decision

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

Strategi Event Melalui Akun Instagram @moxy_bandung Pada Masa New Normal

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