Marketing Communication Efforts Research Articles

Islam Moderat sebagai Retorika Populisme Aktor Politik: Semiotika Akun @CakIminNow

This study examines the populist rhetoric of political actor, Muhaimin Iskandar, delivered on @CakIminNow during the 2024 Indonesian presidential election campaign, especially in the tweet dated October 1, 2023 regarding the Celebration of Pancasila Sanctity Day. This study uses a critical paradigm and Roland Barthes' semiotic analysis technique in analyzing nine units of analysis posted on @CakIminNow. The results of this study have revealed that the representation of moderate Islam has been utilized as a tool of populist rhetoric by Muhaimin Iskandar (Cak Imin) as one of the vice presidential candidates in the 2024 election. In addition, moderate Islam is not only seen as a system of beliefs and religious practices but also as a commodity in political marketing communication efforts by political actors. In short, this populist rhetoric functions as a strategy to strengthen the political image and garner voter support during Indonesia’s 2024 presidential election campaign.

Digital Storytelling in Political Marketing Communication Ganjar Pranowo and Anies Baswedan on Instagram Leading Up to the 2024 Presidential Election

The research has the objective to analyze the political marketing communication content on the Instagram accounts of Ganjar Pranowo and Anies Baswedan, as well as to analyze the aspect of digital storytelling. The researcher employed a visual content analysis method based on quantitative descriptive analysis of image types. The posts were categorized into 12 types of images. Additionally, we analyzed the digital storytelling elements in the uploads that featured the most image types. The outcomes indicate that Anies' digital storytelling strategy involves more interaction with his followers compared to Ganjar's strategy. The most frequently posted image type on the @aniesbaswedan account is campaign-related, which is suitable for political marketing communication efforts leading up to the 2024 presidential election. In contrast, the most frequently posted type of image on the @ganjar_pranowo account, background stories, is considered less appropriate for such purposes. Image types with themes suitable for the 2024 Presidential Election and presented in narrative form are likely to be more engaging, potentially encouraging followers to participate in exercising their voting rights

THE IMPACT OF POLITICAL MARKETING PERCEPTION ON POLITICAL PARTICIPATION

The leading objective of this study was to explore the impact of political marketing perception on political participation. For data collection, an online form was created through Google Forms and distributed to female voters living in Isparta who were over 18 years of age and eligible to vote in elections. Out of a total of 544 female participants who volunteered for the study and achieved the questionnaire in its wholeness, were contained in the analysis. Simple random sampling was engaged in this descriptive research model. Afterwards, the data were exposed to various statistical tests, including “Reliability,” “KMO test,” “Factor Analysis,” and “Regression Analysis,” using the SPSS 21 package program to specify the effect of political marketing perception on political participation in accord with the proposed research model. Seven factors were discovered in the dimensions of political participation among female voters, with each factor being labeled rooted in the items that built it. These factors were named as “Political Support,” “Preference Reason,” “Political Product,” “Media and Interest,” “Reward,” “Candidate,” and “Social Structure,” respectively. Additionally, three factors were identified in the dimensions of political marketing among female voters, and each factor was named based on the items that made up it. The factors were designated as “Marketing Communication,” “Advertisement,” and “Visibility,” accordingly. The study revealed that strong marketing communication could potentially deliver as a dynamic strategy to enhance a candidate’s performance and reputation in the opinion of voters. In this regard, political parties and candidates may take into consideration boosting their investment in marketing communication efforts to enact an improving connection with voters and manage a positive image.

Possibilities of Using Online Tools and Artificial Intelligence in City Marketing

AI has had a significant impact on marketing, transforming the way companies approach advertising and customer engagement. But we are not talking only about the business sphere, marketing tools are transformed and applied also in regional conditions and in the marketing communication of cities. Artificial intelligence and its use therefore also concern this area. Its use can be found in various spheres of city services, one of these services is communication with target groups operating in the given territory. These target groups primarily include citizens, tourists, entrepreneurs, students and working people in the given area. One of the main tasks of the city is that the primary target groups are informed about current events and information is provided to them in the most modern, efficient and fast way possible, which reflects the current technological progress in marketing communication. The aim of this contribution is to point out the possibilities and ways of using artificial intelligence in the communication of cities in Slovakia. AI can help city marketers to create more targeted and effective marketing communication, improve the customer experience, and build stronger relationships with residents and visitors. By analyzing data and providing insights, AI can also help city marketers to make data-driven decisions and measure the impact of their marketing communication efforts. In general, Slovakia belongs to the countries in which the development and advancement of city marketing is difficult from the point of view of financing and lack of human resources. However, one does not always think about the fact that current online and digital tools can be beneficial only if we know about them and know how to use what they offer. In the paper, we will look at the current use of artificial intelligence in the communication of selected Slovak cities with tourists and at the possibilities that artificial intelligence brings in the field of city marketing development.

CONCEPTUAL LEVEL STRATEGY RECOMMENDATIONS FOR UNDERSTANDING MARKETING COMMUNICATION EFFORTS IN DIGITAL CONSUMPTION CULTURE WITH NEUROSCIENCE TECHNIQUE

The increasing complexity of marketing communication efforts in digital consumption culture requires a deeper understanding and measurement of their impact. Neuroscience techniques have become essential in this regard, and this paper proposes conceptual level strategy recommendations for understanding marketing communication efforts using such techniques. The paper recommends the use of neuromarketing research methods, such as EEG, fMRI, and eye-tracking, to gain insights into consumer behavior and preferences. Besides, the paper also suggests the use of cross-cultural research methods to account for cultural differences in consumer behavior and preferences. Moreover, the paper proposes integrated marketing communication strategies that leverage multiple channels to effectively reach consumers in digital consumption culture, such as social media marketing, content marketing, and mobile marketing. Overall, these conceptual level strategy recommendations provide a framework for better understanding and measuring the impact of marketing communication efforts in digital consumption culture using neuroscience techniques. By following these recommendations, marketers and researchers can develop more effective marketing strategies and gain a deeper understanding of consumer behavior and preferences in this context.

Digital Marketing Communication Activities on Online Magazine Gettinlow

The shift in lifestyle and the increasing use of gadgets and the internet has also changed the pattern of media consumption in society. Many people are starting to switch from printed media to web-based electronic media. Magazines are no exception. Many magazines are now converting their print format to digital format. In the face of this change, magazine managers must think of creative ways to keep getting readers who will ultimately maintain their existence. One of the online magazines in Indonesia that focuses on automotive, titled, Gettinlow, also competes in the online media industry. In managing this online magazine, the Gettinlow team has recorded 9 million page viewers and 1.8 million sessions in Indonesia until 2020. This is inseparable from their digital marketing communication efforts. Therefore, this study aims to describe the implementation of digital marketing communication from Gettinlow online magazine. This research contributes to the science of marketing communications, especially in digital marketing communications. Novelty in this study shows how digital marketing communications are used in marketing mass media products, especially online magazines. Hopefully, this research can add to the study of marketing communication for online media, which still needs to be discussed. This research will use descriptive qualitative research, with interview data collection methods and document studies. The results of this study include digital marketing communication activities carried out by the Gettinlow team to retain readers and advertisers. Some activities include social media marketing, search engine optimization, and digital public relations. These activities have proven successful in increasing Gettinlow's website traffic, increasing interaction, and bringing in advertisers. Therefore, these activities can become best practices that similar companies also study.
 

The Role of POSCO’s Communication Division: Serving as an Authentic Messenger to Promote Business Activities and Consistent Messaging

Objectives: The importance of communication in promoting a company’s management philosophy and business outcomes to both internal and external stakeholders is growing. The purpose of this case report is to introduce how a company managed to shed its 50-year-old organizational culture by embracing a new management philosophy that helped to enable the transition. Methods: This paper introduces global Korean steelmaker POSCO’s new management philosophy, “Corporate Citizenship,” which applies a systematic and strategic approach to communication, defined at both cultural and organizational levels, in media channel operations and content creation. Results: POSCO’s efforts demonstrated a successful communication alignment of management philosophy with organizational structure and departmental functions. Their corporate public relations organization comprises three departments: Public Relations (PR) Planning, PR, and Communication Content. In particular, integrated marketing communication efforts were adopted by rolling out a strategic portfolio of new media channels. As a result of POSCO’s multi-modal communication efforts, performance statistics such as page views, subscribers, and interactions increased significantly. Conclusions: Academic literature suggests that once an organizational culture has been established, it cannot be easily changed. However, by generating consensus and building understanding from a broad base of stakeholders, combined with strategic communication programs that contain authentic messaging, a significant impact can be created both inside and outside an organization.

SOCIAL MEDIA MARKETING: A LITERATURE REVIEW ON THE EXAMPLE OF INSTAGRAM

Purpose: The purpose of this study is to analyze Instagram, one of the social media marketing platforms, by determining the situation in the context of relevant literature. Materials and Method: Document analysis, one of the qualitative research methods, was used in the research. As the working document of the research, within the scope of the purpose of the research, national and international publications in the literature related to the keywords "social media", "social media marketing", "Instagram", "Instagram marketing" were discussed. The content analysis of the studies found in the relevant research literature is offered. Findings: Consumers increasingly actively participate in promotions and marketing across multiple media platforms and communicate. Individuals' purchase decisions for a product or service are increasingly influenced by both psychological and socio-cultural elements, as a result of the development of technologies. In the relevant literature, it has been discovered that modern consumers obtain information interactively through marketing communication efforts, which is related to the active role social media play in consumers' lives. Results: As a result, businesses began to make new marketing strategies, and eventually, these astonishing and intriguing outcomes began to influence individuals' product and service purchasing decisions. Because consumption is no longer unilateral, and consumers now influence the marketing methods of firms. It is anticipated that the research results will shed light on the determination of the existing state of marketing knowledge.

The New Face of Malioboro Street Vendors: an Analysis of Instagram @terasmalioboro_2 as a Marketing Communication Medium

Teras Malioboro 2 needs to conduct various marketing communication efforts as a new location for street vendors in the Malioboro area. The low number of visitors to Teras Malioboro 2, as well as complaints from several traders who are empty of buyers, increasingly show the urgency of the marketing communication efforts of Teras Malioboro 2, one of which uses Instagram as a medium. Therefore, this study aims to analyze the use of Instagram social media as a marketing communication medium for Teras Malioboro 2. The method used in this study is qualitative content analysis with data sources in the form of documents and literature studies. The results show that Teras Malioboro 2 utilizes the Instagram account @terasmalioboro_2 as a marketing medium through features on Instagram such as photos, videos/reels, captions, and hashtags. Furthermore, the application of marketing mix such as product, price, place and promotion (4P) was also found in the use of the Instagram account. With the emergence of all 4P elements in the Teras Malioboro 2 Instagram post, it can be concluded that Malioboro 2 Terrace is using Instagram quite well as a means of marketing Teras Malioboro 2. However, there are still several things that need to be improved as input for Teras Malioboro regarding using Instagram as marketing communication media.

Opi Mall Marketing Communication Efforts to Increase the Number of Visitors During the Covid-19 Pandemic in 2021

Coronavirus disease (COVID-19) 2019 in Wuhan, China has developed into a pandemic since it was announced by WHO on March 11, 2020. Then it grew rapidly and out of control to become worldwide including in Indonesia. Judging from the case of the development of the COVID-19 rate which has decreased and the vaccination efforts carried out by the government, it has had a positive impact on micro, and macro businesses to public service facilities or malls. Considering the Mall is a public place with the most crowds. So it is necessary to re-strike the Marketing Communication to increase the number of visitors in the era of endemic. In this case, good and detailed marketing communication skills and strategies are needed to attract visitors' interest to come to OPI Mall. Marketing Communication is a communication activity that aims to convey messages to consumers through various media, with the hope that the communication delivered can produce three stages of change, namely changes in knowledge. The forms of marketing communications for OPI Mall are advertising, personal selling, sales promotion, publicity, and event marketing. The results of his research are management and marketing communication using various forms of marketing communication. To attract visitors and as the most effective form of publication. Advertising activities from OPI Mall are often carried out through social media promotions by the development of information technology at present as well as a form of increasing brand awareness of participant tenants and other public service facilities at OPI Mall.

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 role of paid media, earned media, and sales promotions in driving marcom sales performance in consumer services

Firms deploy an array of marketing communications (marcom) tools to influence sales performance, yet critics lament that such efforts can be incredibly inefficient. This research focuses on the impact of a range of marcom inputs on sales performance. It uses a multi-media data set assembled from four industry sources to examine the joint impact of paid media, earned media, and sales promotion activity. It does so through two Frontier methodologies (Stochastic Frontier (SFA) and Data Envelopment Analysis (DEA)) to benchmark sales performance. All firms within a single industry are compared to these sales performance benchmarks to generate a sales performance gap metric that pinpoints the most effective marcom activities. The results show that paid and earned media positively influence sales performance, however, excessive sales promotion activity has a negative effect. Several scenario analyses provide actionable strategic insights for managers to more efficiently allocate marketing communications efforts.

Re-arranging dressing practices: The role of objects in spreading ugly luxury

How do ugly luxury objects, in terms of their materials, design, and marketing communication efforts, trigger changes in consumers’ enactments of good taste? This article explores the trend of ugly shoes to understand how consumer practices, under a specific taste regime, change in relation to a luxury object deemed ugly at first sight. Using the lenses of practice theory and extended materiality, we demonstrate that objects, competences, and meanings evolve together and are destabilized and restabilized into new rearrangements as consumers interact with ugly luxury objects. More specifically, we show that every element belonging to an ugly luxury object’s extended materiality (i.e., materials, design, and meanings from marketing communication efforts) works to trigger changes in taste regimes.

Empathy-based marketing communication as a strategy to win the hearts of consumers during the covid-19 pandemic

The Covid-19 pandemic has affected many sectors including the economy. This situation forces companies to make significant changes in interacting with consumers through marketing communication activities. One of the marketing communication strategies used in pandemic situations is empathy-based marketing communication that promotes common interests and cares for others. This method aims to create a relationship, please help from all parties so that we can get through the difficult times of the pandemic together. Companies that have done this kind of thing include Burger King Indonesia, which carries out empathy-based marketing communications through the official Instagram account @burgerking.id. This study aims to determine the response of the Burger King Indonesia target audience, both user and non-user, regarding their empathy-based marketing communication efforts. This research approach is qualitative with the interview method. The data collection technique was carried out by interviewing 8 BurgerKing target audiences consisting of 4 users and 4 non-users. The results of the study show that the Burger King target audience positively welcomes Burger King's efforts in empathy-based marketing communications. The majority of informants admitted that they were touched by the message conveyed by Burger King. Not only that, they also admitted that Burger King's image was getting better, furthermore there were sources who even had the desire to make purchases and spread the message on their social media.

Common Language of New Era in Sport Clubs: Emojis

<em><span>Defined as an easy and automated way of expressing emotions in the digital age, emojis are emerging as a new language in the social media world and sports clubs also. For sports clubs, it is of vital importance to communicate and establish effective relations with fans or followers. Hence, almost all professional sports clubs use social media and shape their social media accounts to interact with fans/followers and effectively maintain marketing communication efforts.</span></em><span> <em>The aim of this study was to determine the content of emoji usage in tweets of Turkish sports clubs (Besiktas JK, Fenerbahce SK, Galatasaray SK, Istanbul Başakşehir FK, Trabzonspor SK). Since Twitter is one of the most heavily used social media networks of sports clubs, so in this study was preferred</em>. <em>Content analysis method was used to examine emojis used by sports clubs. The study found that sports clubs use emojis that create positive and neutral connotations. Emojis used are heavily determined to be visuals depicting the colors and symbols of sports clubs. The study is the first to examine sports clubs' emojis used. Hence, the study included important results for the management of communication and marketing strategies of sports clubs on social media.</em></span>

Creating National Media Brand by Transmedia Storytelling in Animation Sector: A Comparison of Selected Cases from Turkey and Pakistan

ABSTRACT The animation industry, which plays a key role in cultural identity construction for new generations, uses multiple media channels to convey their messages concerning their brands and interact with audience by using transmedia storytelling technique (TST). TST empowers integrated marketing communication efforts of the businesses and enables the audience to experience a unique holistic entertainment. The main purpose of this study is to analyze how TST is adopted to create national media brands by Turkish and Pakistani animation producers comparatively and to investigate how cultural representation is treated in the selected cases – Elif’in Düşleri, Teen Bahadur. The study was designed as a qualitative research of multiple case studies. Multiple media channels across which the story unfolds were examined in detail with the help of illustrations, and a content analysis was made for each production. For both cases, the producers conducted the productions as transmedia projects by converting the story through a national media brand via several media channels. Cultural representation was achieved through local plots, local places, traditions, values, names and people. It’s been observed that the Turkey is ahead of Pakistan with its production of several national cartoon films/series compared to Pakistan.

Antecedents of Green Consumption Attitudes and Consequences for Intentions and Buying Behavior of Non-Pesticide Vegetable and Fruit Products

Research on the sustainability of consumption or consumption of green products has become the focus of academics and practitioners. The focus of the study is on the consumption of green products, especially agricultural products such as non-pesticide vegetables and fruits in Yogyakarta. To test the hypothesis using SEM (Structural Equation Modelling) Analysis bases on PLS (Partial Least Square) Technique. The data collection technique was carried out by distributing questionnaires to members of the green community or non-pesticide vegetables and fruit consumers in the many modern markets, and the sample size is 244 green consumers. The test results produce empirical evidence that the three antecedents of green consumption attitudes are proven to have a positive and significant effect, but the effectiveness of green consumption variable is the most dominant factor. The consequences of a better green consumption attitude have also been shown to have a significant effect on the buying intentions or behavior of green products. The practical implication of the results of this study is to provide input for research partners namely the Women Farmers Group (KWT) that is aiming at green product segments as an appropriate step in marketing their agricultural products. Effective marketing communication efforts need to be built through advertising and product packaging programs that are able to increase green trust.

Applying a Promotional Mix In Promoting Bujang Valley: A Perspective From Tourists

Archaeological tourism received minimal attention from the Malaysian government although many archaeological sites in Malaysia have the potential to attract tourists. The number of tourists to these sites is still not promising. Hence, this study aimed to explore the tourist's perspective on how to promote Bujang Valley as an archaeological destination to stay competitive with other archaeological sites in the region to attract more tourists. 20 visitors were approached through convenience sampling for a semi-structured interview. Each interview session took approximately 30 minutes. Consent was obtained from each visitor before the interview was conducted. The findings showed that the promotion of Bujang Valley is inadequate. Publicity, advertising, and personal selling were among the suggested ways to promote the destination. Also, informants suggested promoting Bujang Valley through ambassador and World Heritage Site status. The research findings were expected to provide suggestions to the federal and local government, travel, and tourism practitioners in marketing communication efforts to attract more local and international tourists. Promotional efforts can be costly, strategic plan on the expenses is necessary to ensure the allocated budget for the promotional efforts is spent optimally to reach the varied audience and create awareness about archaeological sites among different target segment.

An Awareness Model for an Islamic Pre-Need Funeral Plan

Objective –Failure to prearrange one’s funeral may lead to financial hardship on one’s family members. Despite the importance of a funeral plan, little is known regarding the awareness level among Muslims regarding the Islamic Pre-need Funeral Plan (IPFP). Because of the dearth of academic research on the awareness among Muslims regarding IPFP, this paper aims to assess the awareness level of Muslims regarding IPFP and to develop an awareness model that frames factors affecting IPFP awareness level. Methodology/Technique – To achieve this, a questionnaire was used to collect the data and PLS-SEM was used to analyse the data. Results show that the level of awareness regarding IPFP is low and is similar to the result found in the USA Findings – The results further show that marketing communication efforts and social influence are significant factors affecting awareness of IPFP. These results have practical implications for IPFP providers and should help them better market their products and mitigate the potential for financial hardship funeral costs may have on families. Novelty – The scarcity of land for burial plots, soaring funeral costs and an increasingly aging population rate necessitates funeral prearrangements by subscribing to a pre-need funeral plan. This prearrangement is an advanced financial provision that covers funeral and burial expenses by enabling subscribers to make funeral arrangements while they are still alive. Type of Paper: Empirical. Reference to this paper should be made as follows: Katan, M.; Nasrijal, N. M. H.; Noor, A. H. M.; Man, N. C. 2019. An Awareness Model for an Islamic Pre-Need Funeral Plan, J. Fin. Bank. Review 4 (2): 47 – 57 https://doi.org/10.35609/jfbr.2019.4.2(1) Keywords: Awareness; Islamic Pre-need Funeral Plan; Marketing Communication Efforts; PLS-SEM, Social Influence. JEL Classification: I22, I30, I39.

Use of Digital Marketing Communication Strategies in the Promotion of Private Higher Education in Sub-Saharan Africa, Case Applicable to Selected Private Universities in Nigeria

Marketing communication practice globally is markedly moving in a digital way. The study is primarily designed to appraise the use of digital marketing communication strategies in the promotion of private higher education in South Western, Nigeria. The study investigated the digital marketing communications tools private universities deploy to promote their institutions; what digital marketing tools students use for enrollment information search and how effective are the digital marketing tools deployed in facilitating students’ enrollment? The spatial case study research work used mixed methods design for data collection. Specifically, the study used survey and archival research complemented with key informant interview. Multistage sampling procedure was used. For survey, 384 respondents were drawn from six private universities in South Western, Nigeria using the Krejcie Robert and Morgan Daryle sample size derivation formula. Also, purposive technique was used to select the universities’ spokespersons interviewed. Findings reveal that private universities predominantly make use of owned digital marketing tools such as school website, search engine optimization, organic social media marketing although not all of the universities are active on social media. In addition, the universities complemented their digital marketing initiatives with advertisement in the Mass media. Encouraging word of mouth was what surveyed respondents believed is most effective factor in their decision making for admission. It is therefore recommended that the organizations should make deliberate efforts to improve service delivery that will engineer positive word of mouth. In addition, there is need to integrate both offline and online channels for an integrated marketing communication efforts for best results.