Marketing Communication Model Research Articles

Strategi Komunikasi Pemasaran Agrowisata Berbasis Ketahanan Pangan di Desa Renah Kayu Embun (RKE) Kecamatan Kumun Debai Kota Sungai Penuh

The purpose of this study is to analyze the marketing communication strategies for agritourism based on food security in Renah Kayu Embun Village, Kumun Debai Sub-district, Sungai Penuh City. The research method used is Participatory Rural Appraisal (PRA). Data were collected through interviews, observations, documentation, and Focus Group Discussions (FGD). The analysis was conducted interactively and included a SWOT analysis. The technique for selecting research informants was purposive sampling, involving 25 agritourism business actors focused on food security in Renah Kayu Embun Village, Kumun Debai Sub-district, Sungai Penuh City. The results of the study indicate that the village authorities have not yet been able to effectively manage the organization, marketing, promotion, business unit development, and partnerships. Consequently, there is a need for an integrated marketing communication model through the empowerment of food security-based agritourism in Renah Kayu Embun Village, Kumun Debai Sub-district, Sungai Penuh City.

Perbandingan Model Promosi pada Platform Facebook, Instagram, dan Tiktok terhadap Keputusan Pembelian berdasarkan model AISAS

This research aims to determine the comparison of promotional models on social media on generation Z purchasing decisions in Sungai Full based on the AISAS (Attention, Interest, Search, Action and Share) marketing communication model. In this study, data was collected through the questionnaire method. The population of this study was Generation Z in Sungai Penuh (11-25 years), and the sample used was 90 people. Data analysis in this study used Smart PLS 3.0. The results of this research show that Instagram is the social media that is widely used by generation Z in Sungai Penuh namely 72.2%, 62.2% of TikTok users, and only 26.7% of Facebook, and promotions using the AISAS (Attention, Interest) model. , search, action and share) on social media Facebook do not have a significant effect on purchasing decisions in generation Z in Sungai Penuh. On social media Instagram it is known that interest, search and share have a significant effect on purchasing decisions in generation Z in Sungai Penuh, while attention and action does not have a significant effect on purchasing decisions in Generation Z in Sungai Penuh, on Tiktok social media, attention, interest and share have a significant effect on purchasing decisions in Generation Z in Sungai Penuh, while search and action do not have a significant effect on purchasing decisions in Generation Z in Sungai Penuh.

How to Optimize Promotion Tactics for Sustainable Tourism Product through 360-degree Communication? (Case Study in Poncokusumo, Malang)

The presence of a tourism village in Indonesia might be viewed as an opportunity to strengthen small, micro, and medium-sized businesses as a driving force in the local economy. The goal of Micro Small Medium Enterprises (MSMEs) development is to create a tourism village supported by MSMEs that combines natural and culture attractions, local gastronomic and artisan, and public service facilities. Poncokusumo village, one of Malang’s tourism villages, has a distinct personality when compared to other Malang tourism villages. The goal of this research is to look at promotional strategies for sustainable tourism products in Poncokusumo village to strengthen the village’s tourism identity. This is a qualitative study in which the informants were chosen on purpose; they are the head of Poncokusumo village, the leader of the tourist local community (Pokdarwis), and an entrepreneur. According to the research findings, the 360-degree communication approach is best for supporting offline promotional operations. 360-degree marketing communication is also being considered to strengthen tourism village identity. A 360-degree model of marketing communication is built in three stages: pre-purchase, purchase, and post-purchase in a sustainable tourist product. This paper also contributed to the sustainable development goals which focus on decent work and economic growth. The existence of sustainable product in tourism village is an attraction that encourage local economic growth.

Marketing of art spaces: essence, characteristics, prospects

The article studies the peculiarities of promoting art spaces as significant social and cultural objects that act as a locomotive for territorial development, attracting tourists and involving the population in cultural activities. Theoretical approaches to the marketing of art objects and art industry have been analyzed. The key functions of art spaces have been studied. It is proved that art spaces marketing has a more complex structure due to the promotion object multifunctionality than art objects marketing. The author’s art space marketing communication model has been proposed. It is based on the art spaces functions for visitors, sponsors, partners, and government agencies. This model allows differentiating targeted marketing communications for each audience, based on the functions and needs of target groups and partners. Unlike art marketing, art spaces marketing implies a complex communication with target audiences, which includes historical social and cultural, territorial, tourist, socialization, and other aspects of art space. The article substantiates the position that art space cannot be only a commercial project, but due to its social and cultural aspects should perform socialization tasks for young people. Hence, there is a need for legal regulation of art spaces in the public-private partnership framework. This requirement introduces its own adjustments in the marketing communications construction.

Improving the model of digital marketing communication on the example of a funeral service agency

The article discusses marketing tools for promotion of funeral services wi thin the framework of the digital marketing communications model. The key characteristics of consumers’ perception of these services, the features and methods of effectiveness improvement of marketing promotion in the digital environment are highlighted. Practical implementation of marketing tools on the example of a funeral agency is considered with special attention. It is proved that effectiveness improvement of the enterprise website as a model of digital marketing communication in the context of the specifics of the services perception by target audience largely depends on the formation of trust through various communication tools. Within the framework of the mo del developed by the author it is substantiated that the maximum effect from the marketing tools implementation can be achieved only in the unity of all its functions (informational, communicative, marketing, interactional, reputational). Moreover, as a result of the analysis, it was discovered that the most important function for consumers, due to the market specifics, is the reputa tional function. On the basis of this conclusion, the company was rebranded and the website was transformed. The made changes, as shown by statistics, have had a positive impact on the website effectiveness.

Moderating effect of customer relationship management on the relationship between electronic marketing and effectiveness of integrated model of marketing communication

Moderating effect of customer relationship management on the relationship between electronic marketing and effectiveness of integrated model of marketing communication

Enhancing the Attendee Experience: The Power of Event Sponsorship

Sponsorship has evolved to become a major component of corporate strategic plans. While there is an abundance of research on the benefits sponsorship provides brands, a significant gap exists in the literature understanding the impact sponsorship has on event attendees’ experience. Framed with the Consumer-Centric Sponsorship-Linked Marketing Communication Model, the current paper utilizes two studies to assess the impact of event sponsorship to enhance attendees’ experience and how that enhancement impacts attendee outcomes. Results of Study 1 indicated sponsor’s enhancement of attendees’ experience significantly predicted attendees WOM and purchase intention directed towards the sponsor. Study 2 findings suggested that sponsors’ enhancement of attendees’ experience also significantly impacted attendees event satisfaction and future attendance at the festival. The paper contributes to the sponsorship and events literature by exploring the bidirectional nature of event sponsorship in creating value for a variety of stakeholders.

Development of Integrated Digital Marketing Communication Model and Factors Influencing Study Selection inPrivate Universities

Development of Integrated Digital Marketing Communication Model and Factors Influencing Study Selection inPrivate Universities

Model of Digital Marketing Communication of Sprite Rebranding

Sprite is a widely recognised beverage brand renowned for its popular carbonated soft drinks worldwide. Among the various marketing models available, there exists a multitude of models that include diverse data. However, Sprite is demonstrating a distinct approach. While the consumption of soda is not widely prevalent in Indonesia, Sprite has implemented extensive promotional strategies to target and captivate the market, particularly the younger demographic. This study employed the Krippendorf Content Analysis approach to examine the Sprite Digital marketing Communication operations on Social media. According to the official Instagram account of the corporation in question, there appears to be a singular focus on promoting sustainability, with a particular emphasis on the efforts undertaken by the Sprite brand. Therefore, Sprite's commitment to a specific marketing strategy aimed at a significant objective demonstrates their capacity for sustainable development. The intricacy of Sprite's operational processes is once again demonstrated through the utilisation of digital content analysis

The influence of 4Cs factors on consumers’ attitudes towards digital advertising of Dairy Products in Saudi Arabia

This study aims to investigate the relationship between 4Cs factors which are clarity, consistence, competitiveness and credibility as independent variables and the dairy products consumers’ attitude towards digital advertising in Saudi Arabia relying on the previous studies. 4Cs model was firstly created in 2009 by David Jobber and John Fahy in their book “Foundations of Marketing” and it was found that these four factors have significant and positive effect on the attitude of consumers towards digital advertising. This study implements the same factors in Saudi dairy market to figure out whether they influence Saudi consumers’ attitude or not. The study also explains in details 4Cs model and its applications internationally and locally as well. The 4 Cs of the marketing communication model can help in this research because the 4Cs is a customer-oriented model, which helps Dairy to focus on the relationship with consumers through digital ads.

Digital branding communication model for the Yogyakarta "JIH" Hospital managed by the digital creative agency, Kotakmedia Indonesia

Marketing communication has progressed quite rapidly; many changes have also occurred in the business industry, including the marketing communication model. In today's all-digital era, digital marketing communications, in this case digital branding, are increasingly being used in promotional activities. One of the most sought-after services in today's digital era is a digital agency. This study analyzes the digital branding communication model on social media at the Yogyakarta "JIH" Hospital, which is managed by the digital creative agency Kotakmedia Indonesia. The purpose of this research is to describe the communication model and management of digital branding on the social media of Yogyakarta "JIH" Hospital, which is managed by the digital creative agency Kotakmedia Indonesia. The research method used is descriptive qualitative with a case study approach. The results of this study indicate that the digital branding communication model for the Yogyakarta "JIH" Hospital, managed by the digital creative agency Kotakmedia Indonesia is effective and has a positive impact on expanding the audience and increasing the company's brand image. As well as successfully obtaining plenary-level hospital accreditation. However, there are several shortcomings that can still be improved, namely, the uneven management of social media. According to social media researchers, attention must be evenly distributed, not only focusing on Instagram but also paying more attention to other social media, namely Facebook, Twitter, and YouTube.

Digital Marketing Communication Model for Encouraging Tourism Visits in Langkat Regency, Indonesia

The purpose of this research is to examine the digital marketing communication model as well as the driving and inhibiting factors in promoting tourist destinations in Langkat Regency, Indonesia. This study employed a qualitative approach with the data collected through in-depth interviews and focus groups. Purposive sampling was used to select informants from the Langkat Regency government, the Ministry of Tourism of Medan city, and the surrounding community. Based on the findings, it is concluded that the Tourism and Culture Board (TCB) of Langkat Regency should strategically adopt a comprehensive digital marketing communication model to amplify tourism promotion efforts effectively. To this end, the integration of social media marketing, content marketing, and search engine optimization (SEO) emerges as a compelling approach. This multifaceted model harnesses the power of modern communication platforms to engage diverse audiences, showcase Langkat Regency's attractions, and create a vibrant online presence. The recommendation of this study includes the action should be taken by TCB to focus on creating diverse and captivating content that highlights the unique cultural heritage, natural landscapes, and local experiences that Langkat Regency offers.

Communication Marketing Capability Through Social Media to Improve Awareness of Climate Change Mediated by Green Knowledge Sharing (A Case Study of Indonesian and Japanese Students)

This study proposes a model of social marketing communication through social media to improve awareness of climate change among Generation Z. The comparative analysis between two nationalities on climate change communication so far is under research. This comparative study discussed the issue of two countries’ Generation Z: Indonesia and Japan. We conducted this comparative study between Universitas Dian Nuswantoro and Universitas Katolik De La Salle in Indonesia and the Tokyo University of Technology in Japan; data were collected by distributing questionnaires from January to March 2020, right before the outbreak of the Covid-19 pandemic. This research has withdrawn respondents of 200 sophomore students representing Generation Z in both universities with the criteria of frequent engagement in social media to have environmental awareness. This study revealed that hypothesis 1, social media communication marketing capability has a significant impact on climate change awareness, hypothesis 2, that communication marketing capability has a significant effect on green knowledge sharing, and hypothesis 3, that green knowledge sharing has a significant impact on climate change awareness. The research findings revealed that green knowledge sharing was essential in bridging the gap between communication marketing capability and climate change awareness. Therefore, to effectively improve climate change understanding among Generation Z, our research suggests including green knowledge sharing through social media. Students of both countries grabbed green knowledge sharing, and people can consider this study that represented two countries to improve how to communicate climate change awareness among Generation Z.

Digital Content Marketing Influences People to Visit Tourist Destinations

Tourism uses the digital marketing concept and produces digital content marketing (DCM) to communicate services that aim to increase visits to tourist destinations in Indonesia. Therefore, this study aimed to determine DCM’s effectiveness in influencing tourist visits in Indonesia. It adopted the uses and gratification theory, the AISAS marketing communication model, as well as self-brand connection and experience variables. Furthermore, a survey was used with a quantitative approach involving 200 respondents selected using a non-probability sampling technique. Structural equation modeling (SEM) was employed in data analysis with partial least squares (PLS) software. The results showed that DCM containing information about a tourist destination, as well as an invitation to visit a destination, attracts the attention of consumers. In this case, consumers need to find information through websites and social media. Moreover, DCM that prioritizes content designed to the intended consumers’ self-concept cannot help consumers seek information about a tourist destination. Therefore, the invitation to visit is also attractive and makes consumers seek information through websites and social media.

Retracted: Precision Marketing and Brand Communication Model Using Particle Swarm Optimization Algorithm

Retracted: Precision Marketing and Brand Communication Model Using Particle Swarm Optimization Algorithm

Digital Marketing Communication Model of Healthy Eat Lifestyle among Vegan on Indonesia

This paper would to challenge the Model of Digital Marketing Communication and promotion of Healthy Lifetyle among Vegan in Indonesia. Sustainable product and healthy product are important part of our life since we need it in order to achieve good life and good health. This paper With the power of social media and internet, we create our own space to talk about things relathed to healthy life and healthy product. This paper use Content Analysis as methodologu. However by content analysis, one or two brand sometimes didn’t go for the standard value and as a result, it is like how Baudrillard said about hyperreality, that a big name and digital content could overwrite our perception on things. As a result we cannot differ the true quality or just influenced by name only for promotion of Healthy lifetyle.

Digital Marketing Communication Model of Healthy Instant Noodles from Lemonilo

Indonesia is a country that has strong instant noodle culture, most of them grows up with either Indomie or Mie Sedaap regardless they’re rich or poor. Most people cannot resist the taste and flavor of instant noodle; hence, instant noodle becomes Indonesia’s high-ranked product. This time, Lemonilo’s Healthy noodles exists with a different value and core compared to the other instant noodle in Indonesia. Lemonilo’s Healthy noodles exists with Sustainable branding that includes diverse health campaign. Lemonilo’s Healthy noodles that healthy instant noodle with good digital content exists in Indonesian Instant Noodle industry.

Development of Integrated Marketing Communication Model for Health Tourism Entrepreneurs to Accommodate Elderly Tourists in the World Heritage City for Elderly Tourists (Phra Nakhon Si Ayutthaya District)

The goals of this article are to 1) examine the integrated marketing communication situation of health tourism entrepreneurs to accommodate elderly tourists in the World Heritage City for elderly tourists (Phra Nakhon Si Ayutthaya District); 2) examine the integrated marketing communication of medical tourism entrepreneurs to accommodate elderly tourists in the World Heritage City for elderly tourists (Phra Nakhon Si Ayutthaya District); and 3) examine health tourism entrepreneurs to accommodate elder tourists (Phra Nakhon Si Ayutthaya District). The research design is mixed-methods research with participatory action research (PAR). In-depth interviews, focus group discussions, and policy meetings are all used in the qualitative research model, and employ the Snowball Sampling method of random sampling by referring people and experts, analyzing the data using content analysis, and composing a descriptive narrative. 400 senior tourists were sampled using the purposive selection method for the quantitative research method. Then, descriptive statistics and the Structural Equation Model (SEM) were used to analyze the data. The study's findings indicate that the "SILVER D Model," which consists of the seven strategies under the models S-Standard, I-Integrated, L-Lifestyle, V-Value Proposition, E-Entrepreneurial, R-Responsibility, and D-Digital Marketing, is the integrated marketing communication model employed by health tourism entrepreneurs to accommodate elderly tourists in the Phra Nakhon Si Ayutthaya District, a World Heritage Site. 3. The "SILVER D Model," a participatory action research (PAR) framework and strategies falling under the aforementioned 7 strategies The information gained from this study can be used to create an integrated marketing communication strategy for health tourism business owners to assist senior tourists in the Phra Nakhon Si Ayutthaya District, a World Heritage City for elderly tourists, for the benefit of the stakeholders involved in both economics and policy.

Social media celebrities' influence on youths' diet behaviors: a gender study based on the AIDA marketing communication model

PurposeSocial media celebrities are getting popular in promotions, and more people have experienced social media to receive information on diet and health tips. This research presents a study showing how social media can influence young people's diet behavior through collaboration with social media celebrities.Design/methodology/approachThrough recruiting on various social media and online education forums, this research recruited 196 young Hongkongers to participate in an online survey developed based on the AIDA (Action, Interest, Desire, Attention) marketing communication model on how youths access diet information from social media celebrities in Hong Kong.FindingsHong Kong youths consume diet information from social media celebrities through instant messaging systems, social networking sites and online videos, and, in particular, information on food calories and nutrition. However, sponsorship from vendors would decrease their desire to agree with the messages from social media celebrities. After receiving this information, some participants would follow tips and guides from social media celebrities. However, they seldom share such information. Interestingly, males are more willing to follow these tips and guides.Originality/valueFirst, this study fills the gap of prior research, which did not study much on how social media celebrities contribute to diet promotion to youths in Asia. Second, through the AIDA Model, this study shows how social media can affect the awareness and accessibility of diet information by young Hongkongers, followed by initiating their interest in this topic and retrieving more relevant information. Furthermore, the authors further understand their desire to follow and improve their behavior as promoted by social media influencers and how they practice such behavior. Based on these findings, health-related brands could consider using social media influencers helping to promote their products and services, and these brands could further use social media to secure customer engagement.

Marketing Communication Model of International School in Post COVID-19 Pandemic

International School like Binus is an outstanding international school of Indonesia which other than the language using foreign language, they also participate in international event a lot. However, it contains some problem in the educational system, with Krippendorf’s content analysis, Author is able to discover that English linguistic bias grows up boldly in international school because they lack actual bilateral relationship. That bilateral relationship can be manifested through human resources having important occupation in foreign school or Binus winning international competition.