Marketing Communication Strategy Research Articles

“Similar to Legal Companies”: Vendor Brands and Other Aspects of Marketing Communication in the Darknet Drug Trade

ABSTRACT The darknet or illicit online drug trade has expanded significantly in recent years. Vendors’ marketing communication strategies remain underexplored, however, as researchers focus on well-identified methods such as product quality, delivery times, or stealth shipping techniques. This study aims to show the multifaceted nature of sellers’ marketing practices on the dark web, including nonstandard approaches such as discounts, free samples, sales, contests, and lotteries. The article presents a case study of Cebulka, the largest Polish-language darknet market, using qualitative content analysis, natural language processing, descriptive statistics, and in-depth interviews. On Cebulka, vendors build relationships with buyers and maintain their trust through “marketing as promise management,” which includes feedback and review systems. The multi-method research approach reveals the nuanced nature of marketing on darknet platforms, drawing parallels and distinctions with traditional drug marketing. Additionally, this study contributes to understanding the darknet drug trade within the context of local markets, another underexplored topic.

Optimization of PT Zhisheng Pacific Trading’s Digital Marketing Communication Strategy through Instagram Platform

This research aims to explore the optimization of digital marketing communication strategies at PT Zhisheng Pacific Trading (MIXUE INDONESIA) through the Instagram platform in facing the era of the 4.0 and 5.0 industrial revolutions. The background of this study is based on the need for SMEs to adapt to changing consumer behaviors that increasingly rely on social media as a means of information and transactions. The research method employed is a descriptive qualitative approach, involving interviews with managers and employees of Mixue to gain an in-depth understanding of their digital marketing practices. The results indicate that effective use of Instagram significantly enhances brand visibility, consumer engagement, and product sales. Creative and interactive content, along with features such as Instagram Stories and paid advertisements, have proven capable of attracting the target audience's attention. The conclusion emphasizes that an integrated marketing communication strategy focused on sustained interaction with consumers through social media is crucial for business success in the digital era. This research provides guidance for SMEs to leverage social media's potential to enhance their competitiveness.

Strategi Komunikasi Pemasaran Es Teh Solo 1987 Cabang Warakas dalam Membangun Brand Image

Brand image has an important role in delivering the company to its goals or targets. Currently, the competition in the iced tea cold drink market is very tight and mushrooming everywhere so that this is the cause of Iced Teh Solo 1987 experiencing a consistent decline in sales in recent months. These problems should be solved through strengthening the brand image so that customer trust can be built. This study aims to analyze the marketing communication strategies carried out by Es Teh Solo 1987 Warakas branch in building a brand image. This research was completed using a descriptive qualitative method with data collection techniques through observation and interviews. The data analysis techniques used in this study are in the form of the reduction stage and the presentation stage. The results of this study show that Es Teh Solo 1987 uses five ways to maintain its brand image as a cheap and affordable brand. The five ways are through personal sales, events and experiences, public relations, sales promotion, and corporate branding.

Impact of integrated marketing communication strategies on choice of higher education institutions

In today’s fiercely competitive realm of higher education, Integrated Marketing Communications (IMC) have emerged as a crucial approach for institutions to effectively connect with prospective students. This study examines the influence of IMC strategies on students’ choices of higher education institutions (HEIs) in Bangalore, India. Using a descriptive research design, data were gathered via a structured questionnaire from a sample of 384 students. The findings reveal notable disparities in perceptions of IMC based on gender, academic discipline preference, and institution type. Interestingly, age does not yield significant differences in IMC perceptions. A positive correlation (0.632) between IMC perceptions and choice of HEIs underscores the importance of customized strategies in attracting and engaging students. IMC strategies such as digital marketing, social media engagement, content marketing, alumni engagement, and student ambassadors significantly influence the choice of HEIs with the variance of 0.315, 0.523, 0.394, 0.619, and 0.298, respectively. Further, IMC strategies such as digital marketing, social media engagement, alumni engagement, partnership with influencers, and student ambassadors significantly influence the selection of disciplines with the variance of 0.298, 0.642, 0.497, 0.421, and 0.234, respectively. In essence, this study emphasizes the pivotal role of effective IMC strategies in higher education choice decision-making and provides actionable insights for institutions seeking to refine their marketing approaches.

Marketing and communication in the wine sector: the Catalan wine DO on social networks

PurposeThis paper aims to analyze the social media strategies of wineries from three quality Denominations of Origin (DOs): Alella, Empordà and Priorat (Spain). It explores how digitalization has become a crucial element in contemporary marketing communication strategies and examines the presence and use of social media by these wineries.Design/methodology/approachThe study employs a quantitative methodology to identify the most commonly used social media platforms among the selected DOs. Additionally, a content analysis is conducted to understand the themes these DOs use to engage with their audience. The analysis focuses on the social media presence and content strategies of the wineries within the specified DOs.FindingsThe study reveals that an increased understanding and utilization of new technologies by local citizens could enhance the digital development of these wineries. The research identifies the prevalent social media platforms used by the DOs and examines the content themes that wineries use to connect with their audience.Research limitations/implicationsThe findings emphasize the need to improve digital literacy among local communities to support the digital growth of wineries. The study also highlights the importance of understanding which social media platforms and content themes are most effective for engaging target audiences. Future research could explore the impact of specific digital strategies on business performance and consumer engagement.Originality/valueThis research contributes to the understanding of social media strategies in the wine industry, particularly within Catalan DOs, by providing insights into the use of digital tools and content themes in winery marketing.

Strategi Fundraising Zakat, Infaq dan Sedekah Melalui Sistem Berbayar Non-Tunai Quick Response Code Indonesian Standard (Qris) di Baznas Kota Palopo

The purpose of this study is to see how far the implementation of the strategy of fundraising zakat funds using the QRIS no-cash paid system and how the flow of zakat payments through QRIS in BAZNAS Palopo City district. This research is a field research with a qualitative descriptive approach, and data collection is obtained from interviews and field observations. The results of the study show that the implementation of the fundraising and zakat strategy using QRIS at BAZNAS Palopo City goes through several stages, namely determining Muzakki's segments and targets, preparing human resources, building a communication system and compiling a service system. Not only that, BAZNAS Palopo City also runs a marketing communication strategy. That is by making interesting programs, creating feelings of empathy, collaborating with other companies, and providing the best service. To process zakat payments with QRIS, muzakki only need to scan the QR code for zakat payments at BAZNAS Palopo City, then follow the next payment steps. In a matter of minutes and without going to the BAZNAS Palopo City office, muzakki can pay their zakat whenever and wherever they are.

Marketing Communication Strategy of Youth Works Breakfast Week (Pasar Kamu) in Increasing Local Tourist Visits in Kampoeng Lama Tourist Village, Deli Serdang Regency

This research aims to analyze the marketing communication strategy and analyze the obstacles of the marketing communication strategy of the Youth Works Breakfast Week (Pasar Kamu) in increasing local tourist visits in Kampoeng Lama Tourism Village, Deli Serdang Regency. This research uses constructivism paradigm with descriptive method and qualitative approach. The results of this study are that the marketing communication strategy of Pekan Sarapan Karya Muda (Pasar Kamu) in increasing local tourist visits at Kampoeng Lama Tourism Village, Deli Serdang Regency is by implementing marketing communication with the application of a marketing mix consisting of personal selling, advertising, as well as public relations, publicity and viral marketing. Through personal selling, managers and traders play an active and direct role in promoting to visitors who come Pasar Kamu. Advertising carried out by Pekan Sarapan Karya Anak Muda (Pasar Kamu) in collaboration with Metro Kampung as print media to promote activities that take place at Pekan Sarapan Karya Anak Muda (Pasar Kamu). Pasar Kamu's public relations role does not have a big impact because there is no public relations field. However, with the publicity carried out by Pasar Kamu to reach its target audience such as using goodie bags produced to do marketing with the public. There is viral marketing where visitors take the initiative to spread content containing information about Pasar Kamu on their Instagram and Tiktok social media accounts so that it becomes viral and succeeds in increasing tourist visits to Pasar Kamu

Transformation Of The MSMe Business Of Processed Chicken Grilled Today Through Digital Media Based Marketing Communications

This study discusses the business transformation of the Modern Fried Chicken MSME through digital media-based marketing communication strategies amidst increasingly tight competition and technological developments. The purpose of this study is to examine the impact of using social media, such as Instagram and Facebook, on increasing brand awareness, customer interaction, and loyalty and sales. This study uses a qualitative method with a case study approach on the Modern Crushed Chicken UMKM, with data collection techniques in the form of in-depth interviews and digital content analysis. The results of the study show that the use of social media effectively increases market reach, customer engagement, and contributes directly to increasing short-term sales and long-term customer loyalty. This finding emphasizes the importance of adopting digital communication strategies in supporting the growth of MSMEs in the digital era. The implications of this research provide practical insights for MSMEs in utilizing digital technology to strengthen competitiveness and improve business performance.

HNI Marketing Communication in Sharia Image Construction as an Effort to Maintain Customer Loyalty in Palu City

This study aims to explain the marketing communication strategy carried out by HNI in building a sharia image in Palu City, as well as to determine the implications of the sharia image in maintaining HNI customer loyalty in Palu City. The results of this study indicate that the marketing communication strategy carried out by HNI in building a sharia image in Palu City includes: Advertising, namely by using the hashtag Hijrah Product (#HijrahProduk) in social media posts about HNI products; Personal sales, namely through home sharing activities using excerpts of the Quran and Hadith in sales presentation messages by HNI Agents; Sales promotion, namely by providing rewards in the form of Umrah vouchers to HNI Agents who have achieved a certain turnover; Direct sales, using social media such as Facebook and Instagram, and conducting group broadcasts via WhatsApp. Public relations are carried out by HNI by participating in community activities, religious activities, and holding Agent meetings containing religious activities. The implications of the sharia image as an effort to maintain customer loyalty carried out by HNI are through providing rewards in the form of Umrah vouchers for HNI Agents who have achieved a certain sales turnover. Other activities that HNI also carries out as an effort to maintain customer loyalty and build a sharia image are through membership activities such as HNI leader meetings combined with religious activities such as congregational prayers and spiritual guidance.

Pengaruh Komunikasi Pemasaran Sebagai Promosi untuk Usaha Kecil Menengah

To turn innovative ideas into viable businesses, an entrepreneur collects and brings together all the essential resources, such as money, people, business model, strategy and willingness to take risks. The marketing mix consists of four elements: product, price, location and promotion. Promotion as part of the marketing mix has a number of obstacles in terms of the effectiveness and efficiency of the marketing message to be conveyed. As a result, the concept of integrated marketing communication emerged, which integrates several marketing communication strategies to increase the effectiveness and efficiency of integrated marketing messages. An entrepreneur's ability to sell his brand will be aided by the knowledge, understanding and application of integrated marketing communications. The purpose of this study is to conduct a theoretical investigation of the relationship between entrepreneurship and integrated marketing communication as a marketing promotion approach. If done right, integrated marketing communications can help entrepreneurs introduce, form a positive impression, and retain clients for their companies.

Faktor-Faktor yang Berpengaruh terhadap Brand Image ditinjau dari Komunikasi Pemasaran

This research aims to describe each influence of the marketing mix starting from public relations advertising, personal selling, public relations and direct marketing on a company's brand image. This research uses literature review techniques with a descriptive qualitative approach. Search for literature using the Google search engine and Google Scholar with the keywords "marketing communications", "brand image awareness", "factors influencing brand image awareness", "brand image and marketing communications". The literature sought is journals, books, conference proceedings, and so on to be analyzed critically and explain what is found in each piece of literature. The research results show that the factor that influences brand image is implementing marketing communication strategies. A marketing communications strategy can create marketing information that provides value according to a comprehensive company plan. The factors that influence a good marketing strategy are marketing communication, where marketing communication is not only about promotion, but there are important elements or communication mix, namely advertising, sales promotion, personal selling, public relations and direct marketing. These five elements can influence the brand image of a company so that the company can increase sales of a product.

Sustainable Marketing Communication in the Digital Age of Advert Blocking: Implications for Telecommunication Service Providers in Nigeria

The advent of digital technologies has revolutionised marketing communication, offering unprecedented opportunities for brands to engage with their target audience. As consumers increasingly seek to control their online experiences and mitigate interruptions, the adoption of advert-blocking techniques has surged, posing significant challenges for organisations, thereby inhibiting their sustainable marketing communication plans. This paper explores the implications of advert blocking on sustainable marketing communication practices. It examines the factors driving the adoption of ad-blocking and the strategies organisations can employ to navigate this phenomenon for marketing communication sustainability. Anchored on the Selectivity Factor and the Uses and Gratification theories, the study deployed a mixed-method approach, incorporating qualitative analysis of service providers and consumer perceptions as well as quantitative data on advert-blocking trends from a sample size of 163 internet users in Southwest, Nigeria. Findings reveal the pervasive nature of intrusive advertising practices and the growing apprehensions surrounding privacy and data security, driving the widespread adoption of advert blocking. Moreover, analysis indicates a correlation between ad-blocking behaviour and heightened levels of brand scepticism and avoidance tendencies among consumers. Based on findings, organizations are advised to adopt sustainable brand communication strategies, Alternative approaches such as other below-the-line channels, native advertising, branded content, and influencer marketing emerge as promising avenues for engaging audiences while circumventing advert-blocking barriers. The research work accentuates the necessity of adjusting marketing communication strategies to align with evolving target audiences’ preferences, thereby promoting sustainability in the digital era's marketing landscape.

Strategi Komunikasi Pemasaran PT. Lakone Serasa Juara melalui Sosial Media Instagram dalam Menciptakan Brand Awareness

This research aims to determine the marketing communication strategy of PT. Lakone Serasa Champion on Instagram to increase brand awareness. This research is included in qualitative research, which is an important effort related to asking questions, through procedures, collecting specific data from informants. The circular model of some theory related to share, optimize, manage, and engage is used as an analytical theory. This research found that (1) PT. Lakone Serasa Juara uses a communication strategy through the use of advertising features on its social media. Using advertising features and paying a fee on each social media platform will have an effect on product recognition and sales; (2) PT. Lakone holds an annual event and also discounts for the winners; and (3) communication strategy through uploading photos and videos on online media by uploading photos and images in real pictures and of course having good image quality will attract consumers' interest in buying.

Marketing Communications Strategy In The Process Of Commercialization Of Innovative Products Start-Up Company "Mobilmantan.id”

The start-up company mobilmantan.id’s marketing communications strategy for bringing innovative products to market is the subject of this study. The company wants to effectively engage investors, and customers, and conduct market research by utilizing channels like crowdsourcing, pitching, networking, and social media. The research employs a literature review method with a qualitative approach to explore the complexities of innovation commercialization, which involves transforming innovations into marketable products through substantial financial investment and risk. Drawing from a comprehensive analysis of 194 articles across 62 journals, a framework outlining the innovation commercialization process has been developed, highlighting three main phases: discovery, development, and implementation. Analyzing the company's approach to marketing communications and its effect on the commercialization process were the initial methods. According to the findings, using digital channels and third-party collaborations significantly increased sales and customer engagement. Throughout the process, difficulties like establishing credibility, acquiring patents, and running out of funds were identified and addressed. The study concludes that during the commercialization process, effective marketing communications are crucial in increasing product awareness and sales. While impediments in example size and generalizability exist, the exploration offers important bits of knowledge for new businesses exploring the intricacies of development commercialization.

What Makes a Social Media User an Opinion Leader? Source Characteristics and Consumers’ Behavioral Intentions

Instagram as a social media platform has gained prominence as the medium of influencer marketing practices targeting consumers of beauty products, yet little is known about source characteristics affecting Instagram opinion leadership resulting in consumers’ purchasing behavior. Thus, this work examines effects of Instagram influencers’ attributes (credibility, attractiveness, innovativeness, and sense of humor) on their perceived opinion leadership and its subsequent impacts on consumers’ behavioral intentions. The research also analyzes complementary moderating effects of parasocial relationship and social identity reinforcing behavioral implications of social media opinion leadership. Empirical results from 202 Instagram followers reveal that credibility, innovativeness, and sense of humor exert positive influence on perceived opinion leadership which subsequently enhances levels of positive word-of-mouth, purchase, and loyalty intentions. Besides, social identity strengthens positive impacts of opinion leadership on consumers’ word-of-mouth and purchase intentions. Thus, the findings not only contribute to the theory of opinion leadership, but have beneficial implications enabling beauty brands to develop effectual social media marketing communication strategies.

Strategi Komunikasi Pemasaran Asmara Coffee Melalui Event Musik Asmaraloka Dalam Menciptakan Brand Awaraness

The purpose of this study is to analyze Asmara Coffee's marketing communication strategy through the Asmaraloka music event in creating and increasing brand awareness among consumers. This study uses a constructivism paradigm with a qualitative approach to analyze Asmara Coffee's marketing communication strategy through the Asmaraloka music event in increasing brand awareness. Data were collected through interviews, observations, literature studies, and documentation, with analysis using the interactive method of Miles and Huberman and verification through triangulation. The results of the study provide an in-depth picture of the effectiveness of the marketing strategy implemented and its impact on Asmara Coffee's brand awareness. Research on Asmara Coffee shows that tight competition in the coffee shop industry is a challenge for Asmara Coffee to stay competitive and increase brand awareness. Asmara Coffee strives to maintain its existence by optimizing social media accounts, providing the best service, and routinely holding music events. The Asmaraloka music event is the main strategy in attracting new consumers and strengthening brand awareness. Through this approach, Asmara Coffee strives to remain relevant and competitive amidst business competition.

Strategi Komunikasi Pemasaran Milenial Studio Melalui Media Sosial TikTok

As time goes by, TikTok social media now occupies the top rank in the category of most social media usage time. TikTok is widely used by people today because it is easy to access. That's why almost every group has social media. TikTok's reach is very wide so that the information and content created spreads more easily and quickly. Therefore, TikTok social media information technology is widely used by business or company users to promote their products and services. One of the companies in the field of photo and video services is the Milenial Studio photo studio. This research aims to determine the marketing communication strategy for the Milenial Studio photo studio via TikTok social media. The subject of this research was a photo studio located in Karawang and consisted of 4 informants. The data collection techniques used were in-depth interviews, observation, documentation and literature study.The research results show that the marketing communication strategy is very effective and important for the Milenial Studio photo studio to promote and sell its photo and video services. Some of the strategies that have been identified include the marketing mix and what the owner of Milenial Studio himself said was that they also collaborate with schools by providing photo and video services for school yearbooks.

Strategi Komunikasi Pemasaran Melalui Media Sosial Instagram

This research was conducted to determine the marketing communication strategies applied by Calceamenta in increasing the number of consumers on Instagram. The implementation of the strategies by Calceamenta is driven by the growing shoe-cleaning service business, as there is a rising need for shoe cleaning among the public who lack the time to do it themselves. The subjects of this study are the owners and employees of Calceamenta who have the authority to decide on the marketing communication strategies used by Calceamenta on Instagram, as well as supporting informants such as consumers and Instagram followers of Calceamenta. The data were obtained through a qualitative approach, using observation and interviews with the informants.The results of this study indicate that Calceamenta has implemented marketing communication strategies by utilizing Instagram social media to increase its service users. Calceamenta employs a marketing mix including Advertising, Sales Promotion, Public Relations, and Personal Selling. The results of this study show that Calceamenta uses new media such as Instagram as its marketing communication medium, driven by the owner’s perception that many people are already actively using Instagram. Calceamenta makes various efforts to capture the attention of the audience, who are their target potential consumers. The interest of potential consumers is built through Instagram content such as education, promotions, and testimonials from customers who have previously used Calceamenta’s services. The desire is emphasized by showcasing that potential consumers need Calceamenta’s services. The action refers to the decision of potential consumers to use Calceamenta’s services.

Marketing Communication Strategy 5.0 Public Relations In Increasing The Number Of Students

<p>This research aims to explore the marketing communication strategy 5.0 played by public relations in increasing student numbers. Through a qualitative approach, this research explores in depth how the practice of marketing communication strategy 5.0 is used to market the madrasah in increasing student numbers. Data was collected through a series of semi-structured interviews with various stakeholders, including madrasah management staff, teachers, parents, and the learners themselves, while the researcher also used active participation observation, as well as primary documentation. Analysis of the data provided a deeper understanding of the public relations 5.0 marketing communication strategy in increasing student numbers. The results of this study indicate that in Madrasah Ibtidaiyah Negeri 3 Jember in its marketing using 4P, namely product, which is given in the form of product innovation in the form of diverse extracurricular and madrasah activities with market needs. Price, the price offered by the madrasah is also in accordance with the surrounding community and there is transparency between the community and the madrasah. Place, the strategic location of the madrassa which is located close to people's homes makes it easier for people to reach their children to study at the madrassa, and promotion, where the madrassa promotes using social media by creating interesting content in accordance with the times and existing trends.</p>

Marketing Communication Strategy for yeoboseyo.id: a Case Study in K-Pop Fashion Brand

The continuous growth of internet users in Indonesia since 2012 has had an impact, particularly on the use of social media. In 2023, 60.4% of the population in Indonesia was using social media. Instagram and TikTok are widely used for social networking and business marketing, including by the clothing brand Yeoboseyo.id. This study aims to examine the marketing communication strategies of Yeoboseyo.id from September 2023 to February 2024, using a quasi-qualitative method with semi-structured interviews and triangulation techniques for data validity. The results show that Yeoboseyo.id utilizes a marketing communication mix, including advertising on social media, conducting sales promotions by providing vouchers, freebies, and giveaways, and implementing public relations to maintain brand reputation. They also engage in personal selling to build consumer trust and direct marketing through one-step and two-step approaches to increase sales and maintain relationships with consumers. The conclusion of this study is that Yeoboseyo.id has effectively implemented its marketing communication strategy; however, there are still some areas that are not fully optimized, including the use of below-the-line promotion channels and the implementation of personal selling.