Marketing Communication Elements Research Articles

The Role of Social Media Influencers in Consumer Psychology: An Evaluation of Generation Z Research

Generation Z, who was born into a digital world and can use digital environments effectively, is the youngest and potentially largest consumer group, is at the center of attention of marketers and consumer psychology researchers. In addition to having a significant consumption power, it attracts the attention of marketers and researchers because it also has very different characteristics from previous generations in terms of consumption habits. Social media influencers are one of the most important marketing communication and social interaction elements for Generation Z, who grew up with digital, expects instant access to information, and is interested in short video content. For this reason, "social media influencers" have become one of the most attractive topics for recent research examining consumer psychology. This study aims to find out the role of "social media influencers" in Generation Z consumer behavior. For this purpose, the studies in the relevant literature were reviewed and summarized with a model proposal. According to the model presented in the study; "parasocial relationship" with social media influencers, "credibility” of the influencer", "influencer compatibility with the brand", "content value" and "originality" of influencer posts, "engagement rate" are the factors that positively affect the self-brand connection, brand image, purchase intention and brand loyalty. It is thought that the model proposal presented offers a perspective that will inspire interdisciplinary studies in which different fields especially psychology and marketing can be integrated.

Branding Regenerative Tourism for Sustainable Rural Destinations : A Critical Reflection Perspective

Purpose : Regenerative tourism is widely popular in many countries. With the changing dynamics of tourists across the globe, disruptive challenges in managing the destinations and uncertainties in delivering tourism offerings have clouted the significance of regenerative toruism mainly catering to rural destinations. The crux of this critical reflection perspective (CRP) was to infer more on the sustainability perspectives through regenerative tourism and to reflect on the avenues of branding regenerative tourism for a sustainable future of rural destinations. Methodology : This CRP is based on the self-reflection of the author based on the readings from literary sources, exposure to research outcomes, and experience in consulting destination management organizations. Hence, a mixed method of reflection exercise has been performed on the acquired content over the years. Findings : As novel findings, this CRP infers on the imposition of a regenerative tourism image with the notion of sustainability of rural destinations. Also, the relevance of food tourism, creative tourism, and agri tourism referring to regenerative tourism for the sustainable future of rural destinations have been inferred. Practical Implications : Careful strategic branding framework on building regenerative tourism with the elements of food, creative, and agri tourism will eventually attract wide segments of tourists across the globe, perhaps contributing more towards the sustainable future of rural destinations. Social Implications : This CRP highlights the benefits of regenerative tourism for sustainable consumption of tourism resources that would handover the valuable tourism resources to the next generations without degrading their originality. Limitations/Scope : The inferences derived are solely based on the competence of the author’s opinions. The research avenues highlighted here, if performed with suitable robust methodology, will produce valuable insights into literature and facilitate in conceiving novel contexts in tourism marketing. Originality/Value : This CRP is based on an evolving concept in developed and developing countries and highlights the novel perspectives of blending regenerative tourism with food tourism, creative tourism, and agri tourism with reference to the marketing communication elements. These perspectives haven’t been attempted in the given literary sources and are highly aligned with the tourism industry’s current state-of-the-art trends..

The Impact of Elements of Integrated Marketing Communication on Planned Brand Identity

This study investigates how the integrated marketing communication elements, which come to the fore in academic studies and sectoral applications, impact brand identities built in the context of global sportswear brands.The purpose of this study is to identify which aspects of integrated marketing communication, such as websites, social media, advertising, public relations, direct marketing, and brand elements (logo, name, and colour), have an effect on brand identity and how brand awareness is shaped as a result of this impact.Analyses have revealed that the name affects the fictionalised brand identity from public relations, website, and brand elements of Integrated Marketing Communication.

KOMUNIKASI PEMASARAN TERPADU UNTUK NICHE MARKET PADA SAYUR BOX DI MASA PANDEMI

Micro, Small and Medium Enterprises (MSMEs) in Indonesia are increasing. As technology develops, MSMEs are forced to adapt and integrate. Facing such competition and challenges amidst the COVID-19 pandemi, MSMEs need to target market niches by conducting integrated marketing. This research was conducted on Sayur Box as an MSME that utilizes the niche market well. With a qualitative approach and descriptive-explorative research type, this research uses content analysis method. The results show that the success of Sayur Box’s niche market is due to brand adoption by implementing compatibility and observability. Some of the integrated marketing communication elements developed by Sayur Box are communication tools, messages, brands, technology and relationships. In an integrated marketing communication effort, Sayur Box utilizes social media, websites and blogs to interact with consumers. Sayur Box has fulfilled eleven primary categories, according to the results of content analysis classification on @sayurbox Instagram posts.

MARKETING COMMUNICATIONS IN THE TOURISM BUSINESS

In the article the author revealed the essence of marketing communications in the hospitality industry, researched and characterized marketing communication tools that are relevant in the application of improving relations between participants of the tourist market environment. The effective activity of the enterprises of the tourism industry is based on taking into account the satisfaction of the complex of material, social and spiritual needs of consumers, and the use of innovative marketing communication tools. Global conditions of existence and competitive business activity require the use of innovative, effective marketing communication elements, which is covered in this article. The methodological basis for solving the main theoretical and methodological problems was the use of techniques of theoretical generalization, a combination of historical and logical, comparative, and structural-functional approach, and in order to highlight the economic importance of the tourism industry, the methods of information analysis and synthesis, the comparative-legal method, as well as statistical and economic analysis, etc.. The article analyzes the factors that significantly determine the competitiveness of a tourist enterprise on the services market and substantiates the need to use innovative marketing communication tools for effective interaction with consumers in the market tourism environment. The paper highlights and argues, taking into account the challenges facing the tourism business, market requirements, the use of marketing communication elements: advertising; communication with the public; sales promotion and maintaining the company’s image policy. With a professional approach to tourism marketing, you can, using appropriate communication tools, show ways to influence the consumer of tourist services. Therefore, the creation of an effective system of marketing communications in the tourism sphere will allow the formation of a positive image of Ukraine in the market of tourist services, which will lead to investment inflows to the country, reduction of unemployment, etc

РЕКЛАМНА ПІДТРИМКА ІМПЛЕМЕНТАЦІЇ ПРОГРАМИ ЛОЯЛЬНОСТІ

The loyalty program is an important element of the marketing communication activities of the enterprise, so its implementation should be based on the concept of integrated marketing communications. Integrated marketing communications is a concept of marketing communications planning, related to the need to assess the strategic role of individual areas and find the optimal combination to ensure clarity, consistency and maximize the impact of communication programs through seamless integration of all individual appeals. That is, the loyalty program must be integrated with other elements of the marketing communications system. Combining a loyalty program with elements of advertising, public relations, sales promotion, direct marketing and synthetic marketing communications allows to combine and enhance the benefits of each marketing tool and maximize the effectiveness of the loyalty program to increase business competitiveness. In addition, it should be noted that in the scientific literature insufficient attention is paid to communication (in particular, advertising) support for loyalty programs, which determines the relevance of the research topic. The advertising campaign within the loyalty program is aimed at attracting new customers, forming an active target audience, increasing profits. Stages of loyalty program advertising support should include: determining the purpose of the loyalty program advertising campaign; identification of the target audience; determining the subject of advertising, focus on a specific loyalty program. Decisions on the choice of dissemination means for advertising information in the loyalty program support are made taking into account the characteristics of each of these means as well as a detailed analysis of their advantages and disadvantages. The effectiveness of the loyalty program advertising campaign is determined by its content and components. The introduction of tools for advertising support of the loyalty program by enterprises will maximize its effectiveness, which in the future will bring to a new level of quality management of marketing activities in general, and marketing communications in particular.

Komunikasi Pemasaran Global Terpadu: Tantangan di Era Digital

The discovery of computers and specifically the internet, led to fundamental changes in concept, strategy, tactic, and implementation of business, marketing, and marketing communications, which shifted from conventional to modern markets in the digital age. Integrated Marketing Communications (IMC) is a concept derived from the research made by practitioners and academics in anticipating the expiry of old strategies that are no longer reliable. In turn, IMC became a new paradigm to be used as a basic reference in facing challenges in the global market. The application of IMC concepts and strategies to the global market is known as Integrated Global Marketing Communications (IGMC) planning. Changes that occur in consumer behavior, message development patterns, the proliferation of media, especially digital media, and the integration of marketing communication elements are the basis of the IGMC strategic development plan. The implementation of the IGMC program can be expected to be a road map to achieve organizational and corporate success in the digital age. This paper synthesized the viewpoints of different experts and provides the author’s analysis, interpretation, and theorizing.
 
 Keywords: integrated global marketing communications, global consumer, global message development, global media penetration, and IGMC planning patterns.

Strategi Komunikasi Pemasaran Kae Thai Tea Dalam Meningkatkan Brand Awareness

The current business competition is so tight that there are many similar competitors. This is where a brand awareness strategy is needed so that the business being run can still compete. This study aims to determine the strategies used by Kae Thai Tea in increasing this brand awareness. In this study, a qualitative research method was used through observation, documentation and semi-structured interviews with informants who were determined through positive sampling. From the research carried out, it can be concluded that in carrying out a marketing communication strategy to increase brand awareness, this goal can be achieved by implementing a well-organized strategy in accordance with the wishes of the businessman. As for several supporting factors, namely the elements of marketing communication and brand elements by having a concept that is quite affordable. The presence of several inhibiting factors will not make the marketed brand worse but will become stronger in the face of competition.
 Keywords: communication; marketing communication; brand awareness

STRATEGI INTEGRATED MARKETING COMMUNICATION (IMC) DALAM MENDAPATKAN RESELLER DARI AGROWING.CO.ID

This research was conducted to determine the Integrated Marketing Communication (IMC) Strategy to Reach Resellers from Agrowing.co.id.The paradigm used in this thesis is the post-positivist paradigm and uses a qualitative approach with descriptive research type, data collection techniques through interviews. Data analysis techniques are data reduction, data presentation, and drawing conclusions. The technique of checking the validity of the data uses source triangulation. The results of this thesis indicate that the integrated marketing communication strategy (IMC) chosen is able to get a reseller from Agrowing.co.id. In planning an integrated marketing communication strategy, Agrowing.co.id used SWOT Analysis, STP analysis, Target audience Determination, Media Selection, and Determination of the Mixture of Marketing Communication Elements. In its activities Agrowing.co.id used all integrated marketing communication (IMC) which is advertising, sales promotion, public relations, personal selling, interactive marketing, and direct marketing. The most effective integrated marketing communication strategies are interactive marketing, personal selling, and sales promotion. Suggestion according to researchers is to strengthen the marketing element mix that is advertising so that integrated marketing communication strategies are more optimal. As well as adding human resources to optimize integrated marketing communication.

PAZARLAMA İLETİŞİMİNDE GÖZ TAKİP TEKNİĞİNE İLİŞKİN KAVRAMSAL BİR ÇALIŞMA

Dikkat, tüketiciyi satın almaya yönelten zihinsel sürecin ilk basamağı olarak düşünülmektedir. Markalar da tüketicilerin dikkatini çekmek amacıyla basılı ve görsel mecrada reklam, çevrimiçi alışverişte web sitesi, satış noktası içinde de ürünlerin raflara yerleşimi vb. gibi pazarlama iletişimi unsurlarını kullanır. Göz takip tekniği, pazarlama iletişimi unsurlarının görsel dikkati çekme konusundaki başarısının ölçümüne imkân sağlayan bir nöropazarlama tekniğidir. Göz takip tekniğinin sağladığı veriler sayesinde pazarlama uygulayıcıları dikkat çekiciliği artırma konusunda önemli ipuçları elde edebilirken teorisyenler ise pazarlamanın psikoloji ve nöroloji gibi diğer disiplinler ile olan ilişkisini derinlemesine inceleme imkânı bulabilirler. Bu çalışma, göz takip tekniği ve tekniğin pazarlama iletişiminde kullanımına dair kapsamlı bilgi veren kavramsal bir çalışmadır. Bu çalışma ile pazarlama uygulayıcılarına ve teorisyenlerine, göz takip tekniğinin kullanımı ve teknikle ölçebilecekleri pazarlama unsurları hakkında yol gösterici olmak amaçlanmıştır.

Examining the effect of customers’ perception of bank marketing communication on customer loyalty

Even though the banking industry across the globe has undergone tremendous transformations especially digitalisation, research has barely kept pace with these changes especially as it has to do with marketing communication strategies. Thus, this paper examined how customers’ perceptions of banks marketing communication tools influence customer loyalty. 313 valid responses were obtained from Nigerian bank customers through a survey questionnaire. The partial least squares structural equation modelling (PLS-SEM) procedure was utilised to examine the measurement model and test the research hypotheses. The results indicate that elements of bank marketing communication including advertising, sales promotion, public relations and personal selling are significant predictors of customer loyalty, but direct marketing is not. This study has implications for the update of marketing communication and formulation of customer loyalty policy in commercial banks in Nigeria and other emerging economies with similar business and economic history. The contributions of the study were discussed.

Komunikasi Pemasaran Terpadu Dalam Pengembangan Pariwisata Ende Studi Kasus: Festival Danau Kelimutu

Festival Danau Kelimutu is held every year by the Ende Regency Tourism Office as one of the annual agendas in the promotion of Ende tourism. But this festival has not been able to attract tourists to visit Ende Regency. This study aims to analyze the Integrated Marketing Communication strategy can be implemented for the development of Ende Regency tourism by utilizing the Festival Danau Kelimutu. This research was conducted in a qualitative descriptive manner using case studies. The theory used is Integrated Marketing Communication Theory from Philip Kotler & Gary Arnstrong. The results showed that several stages in integrated marketing communication had actually been carried out,but were less integrated. The Integrated Marketing Communication of the Festival Danau Kelimutu can be designed by determining the target of foreign tourists. Promotional materials and advertisements are also adjusted for international markets. Government public relations activities in the Ende Regency Tourism Office can establish cooperation with the surrounding district governments so that they are more integrated in developing destinations. The parties involved in personal selling are still lacking, so there is a need to provide guidance to improve product knowledge. Ultimately this will support direct selling. The final conclusion of this study is that the tourism potential in Ende Regency can be developed by optimizing existing Integrated Marketing Communication elements.

Marketing communication on agriculture products based online media (a case of Panenmart company)

The purpose of this study is to describe and explain the existence of a Panenmart company in the marketing communication process. The analytical method used is a qualitative descriptive analysis Miles and Huberman with a case study approach for the selection of research sites and identification of informants through in-depth interviews with key informants including Chief Technology Officer, Chief Business Development Officer, Chief Operation Officer, Chief Technology Officer, and Head of Content Digital Marketing and 3 (three) employees involved in the marketing communication process. The results of this study enable the Panenmart company to maintain its existence by using five elements of marketing communication, namely: media advertising, direct marketing, sales promotion, personal selling, interactive marketing.

Comparing Skin Aging in Vitro Induced by External and Internal Cigarette Smoke Exposure

Even though the banking industry across the globe has undergone tremendous transformations especially digitalisation, research has barely kept pace with these changes especially as it has to do with marketing communication strategies. Thus, this paper examined how customers’ perceptions of banks marketing communication tools influence customer loyalty. 313 valid responses were obtained from Nigerian bank customers through a survey questionnaire. The partial least squares structural equation modelling (PLS-SEM) procedure was utilised to examine the measurement model and test the research hypotheses. The results indicate that elements of bank marketing communication including advertising, sales promotion, public relations and personal selling are significant predictors of customer loyalty, but direct marketing is not. This study has implications for the update of marketing communication and formulation of customer loyalty policy in commercial banks in Nigeria and other emerging economies with similar business and economic history. The contributions of the study were discussed.

MARKALARIN EMOJİ KULLANIMINA YÖNELİK BİREYLERİN TUTUMLARI: ÜNİVERSİTE ÖĞRENCİLERİ ÜZERİNE BİR ARAŞTIRMA

Teknolojinin iletişim biçimlerini etkilemesi ve yeni neslin özellikle sosyal medya platformlarında ve mesajlaşma esnasında emoji kullanımını arttırması, pazarlama iletişiminde dikkate alınması gereken bir enstrüman olarak emojileri karşımıza çıkartmaktadır. Böylelikle emojiler sadece yazılı iletişimde kullanılmayıp, reklam, ambalaj, marka gibi pazarlama iletişimi unsurlarında da kullanılmaya başlamıştır. Bu çalışma kapsamında gençlerin emoji kullanımına yönelik tutumlarını ve markalarında emoji kullanan işletmelere ilişkin algılamaları arasındaki ilişkinin ortaya çıkartılması amaçlanmıştır. Araştırma amacına ulaşmak için Süleyman Demirel Üniversitesi İİBF İşletme bölümünde eğitim gören 332öğrenciye anket yapılmış ve elde edilen verilere istatistiksel analiz yöntemlerinden frekans, güvenirlilik, faktör, korelasyon ve regresyon analizleri uygulanmış, ileri sürülen hipotezler analiz edilmiş, bulgular değerlendirilmiştir. Analizler sonucunda, katılımcıların emoji kullanımının yüksek düzeyde olduğu, emoji kullanımına yönelik sahip olunan tutumların, markalarda emoji kullanımına yönelik algılamalar ile ilişkili olduğu ortaya çıkmıştır. Ayrıca emoji kullanan markalara yönelik tutum ölçeği (Çevikyiğit, 2017) inandırıcı/uyarıcı, rahatsız edici iki boyut olarak belirlenmiş ve emoji kullanımının, inandırıcı/uyarıcı boyutunu pozitif; rahatsız edici boyutunu negatif olarak etkilediği ortaya çıkmıştır.

The Effects of Services Marketing Mix Elements on Brand Equity and Customer Response of Tourists Hotels in the East Coast of Sri Lanka

The purpose of the study was to examine the effect of the elements of extended service marketing mix of the east coast hotels in Sri Lanka on the creation of the brand equity and how that brand equity plays a mediating role in customers’ response. The study was quantitative in nature. Survey methodology was adopted. 163 tourists arriving in Sri Lanka who stayed in the hotels in the East Coast of Sri Lanka were surveyed. The questionnaire was used to collect the data. Smart PLS 3 was used to analyze the data. Findings suggest that people, process, physical evidence and marketing communication elements have an effect on the brand equity and in turn positively influence the customer response towards the hotel. Findings also suggest that brand equity of these hotels is partially mediating between extended marketing mix elements and customer response to the hotels. However, marketing communication is not significantly contributing to brand equity. Hoteliers in the region can focus on the people, process and physical evidence to improve their hotel performance as it also contributes to the customer responses towards hotels.

Will the use of Virtual Reality Lead to a Revolution in Marketing Communication?

Summary A contemporary consumer is a challenge for marketing specialists. The analysis of the conducted research shows that only a well-constructed marketing message, using new technologies will be a key element of effective marketing communication. There is a growing interest in the use of virtual and augmented reality on the market. The aim of the work is to analyze the possibilities of using innovative tools, based on virtual and augmented reality in marketing communication. The source basis of the study is available literature on the subject, secondary sources, own analyzes and research and studies carried out by foreign research institutes. The paper presents the results of authorial research carried out in 2018 using the CAPI method, as well as self-audit of marketing activities using VR and AR based on the SERVQUAL model. The results of the study indicate limited use of VR and AR. It should also be emphasized that these results are not representative, but point to a relationship that is worth exploring on a larger research group.

Strategi Komunikasi Pemasaran Hotel Kartika Graha Malang Dalam Meningkatkan Jumlah Pengunjung

Marketing Communication Strategy is a planning to consume products to targeted markets to achieve the company goals. Through marketing communication strategies, companies try to disseminate information, influence, persuade or remind the target market about a message of the company and its products to be accepted, buy the products offered by the company. This research used descriptive qualitative research. This research was conducted at Hotel Kartika Graha Malang, with a purposive sampling technique with data collection techniques. While the technique of data collection was done by observation, in-depth interviews, and documentation. The data analysis technique used data reduction, data presentation and conclusion withdrawing. The results of this study showed that Kartika Graha Hotel Malang used the IMC theory which implemented Marketing Commucation, Sales Promotion, and Marketing Event and also used the Kotler theory included the marketing mix with four P (4P) namely Product, Price, Place, and Promotion. While the supporting factors in marketing communication strategies were the solid and also the application of elements of marketing communication maximally and adequate products and facilities. The inhibiting factors in implementing the marketing communication strategy were the lack of human resources such as driver and technicians that caused clashes with other departments and also budget problems such as the late disbursement from the specified date.

Decision tree modelling of e-consumers’ preferences for internet marketing communication tools during browsing

The rapid development of information communication technologies (ICT) has expanded the possibilities for marketing communication. In order to increase business competitiveness and carry out effective marketing activities, it has therefore become important to acquire knowledge about e-consumers and to identify significant elements that shape their virtual behaviour and influence their decision to buy. An analysis of scientific literature revealed that there is a gap in knowledge with regards to the e-consumer behaviour of different generations, as customer segments, and their preferences in the purchase phase. The purchase phase is characterised by different internet marketing communication elements, which influence the performance of browsing and searching tasks. The goal of the research presented in this article was to determine the most significant internet marketing communication elements during the purchase phase of the e-consumer journey by performing a browsing task and using the mathematical decision tree approach.

Communication tactics of positioning in ukrainian-language marketing discourse

У статті здійснено аналіз понять комунікативної тактики, схарактеризовано білінгвальність комунікативної тактики у текстах українськомовного маркетингового дискурсу на матеріалі українських веб-ресурсів.