Marketing Communication Tools Research Articles

A Study on the Influence of Social Media Marketing on theBuying Intentions of Generation Z in Gorakhpur

Scrolling over social media accounts has become one of Generation Z's favourite pastimes. It would not be an exaggeration to say social media has become essential to our everyday lives. In this paper, the researchers have tried to gain a deeper insight into the acceptance of social mediaas a marketing communication tool among Gen Z in Gorakhpur city and its ultimate impact on their buying intentions. The researchers did a descriptive study of the data collected from the students in Gorakhpur, a town in eastern Uttar Pradesh. Using descriptive and inferential statistics, they concluded that social media applications have a high acceptance and have asignificant impact on the buying intentions of Gen Z.

Assessing antecedents of Google shopping ads intention to purchase: a multigroup analysis of generation Y and Z

Purpose The substantial expansion of technology and the efficacy of digital platforms in reaching young audiences have led to enhanced targeting and customization of promotional communications. Notwithstanding the expansion and efficacy of contemporary advertising platforms, scholarly attention has not kept pace with this domain of inquiry. This study aims to assess the antecedents of Google Shopping Ads (GSA) on intention to purchase behavior among the Generation Y and Z cohorts. Design/methodology/approach The current study used a quantitative approach and snowball sampling technique to gather primary data via a questionnaire and Google Forms, which resulted in the collection of 5,808 questionnaires among the cohort members. A principal component analysis and multigroup confirmatory multigroup structural equation modeling (between Generation Y and Z) were used to assess the research data and model. Findings The results show positive trust and perceived value associations with intention to purchase, particularly among Generation Y and Z consumers. The findings also show negative irritation, product risk and time risk associations with intention to purchase, especially among the Generation Y cohort, which indicates that young consumers generally do not observe perceived risk due to the usage of GSA. Originality/value GSA will continue to grow and become an increasingly important integrated marketing communications tool as the digital landscape develops. It can be concluded that young consumers show a high degree of perceived value and low levels of perceived risk due to the use of GSA. This study, therefore, promotes improved understanding among academics, marketers and businesses of search engine advertising among young cohorts of consumers (Generation Y and Z) in a developing country context.

Codes of Ethics as a Marketing Communication Tool: The Impact of Codes of Ethics on the Behaviour and Appearance of Employees

Codes of ethics are crucial in communicating and building the values of organisations and their employees. This research study focuses on exploring various aspects of ethical behaviour and the impact of ethical constraints on employee performance in organisations. In the context of the growing importance of business ethics and human resource management, this study statistically identifies differences between organisations based on their ethical characteristics and strategies. The integration of ethics into corporate strategy is found to have an impact on the permissible behaviour and appearance of employees, with past ethical scandals leading to more stringent measures. In addition, the length and updating of the code of ethics affect the control over certain aspects of employee behaviour. These results underscore the importance of codes of ethics as tools for communication as well as for managing employee ethics and behaviour. They also highlight the role of multinational corporations in the diffusion of these practices and their impact on smaller market players, as well as the importance of managing workplace constraints. In conclusion, this study contributes to a deeper understanding of ethical practices and their importance within organisations.

Strategic Marketing Communication for Sustainable Growth: Examining the Influence on Export Intentions and Financial Performance in Iron and Mining SMEs

The positive contributions that small and medium-sized enterprises (SMEs) make in the iron and mining industries are vital for the development of the global economy. However, their costly operations in disadvantaged regions and the green economy interests of financial institutions have made them face more financial obstacles that decrease their export and financial performance. In this regard, their ability to use marketing communication tools that are included in the dynamic capability of Resource-based View theory (RBV) can reduce their exporting and financial performance concerns. This is because using these marketing communication tools presents them with less costly marketing solutions and provides competitive advantages for SMEs against their larger-sized rivals. In this regard, this paper aims to analyze the impact of one-way (telemarketing, direct mail, website, etc.) and two-way marketing communication tools (social media platforms) on SMEs' export intention and financial performance from the iron and mining industries. The research team collected data from 1221 SMEs operating in Eastern European countries via an internet-mediated questionnaire to hit this target. The impacts of the marketing communication tools on export intention and financial performance are analyzed via the Binary Logistic Regression Test. The results show that while using one-way and two-way marketing communication tools does not affect the export intention of SMEs, it negatively affects their financial performance. The reason for these results might be related to the location and sector in which SMEs operate.

Digital Marketing Communication as an Instrument in Social Responsibility Projects After the Earthquake in Türkiye

The earthquakes that took place in Kahramanmaraş, Hatay, Gaziantep, Adıyaman, Adana, Malatya, Diyarbakır, Kilis, Osmaniye, Şanlıurfa, and Elazığ on February 6, 2023, at 04:17 and 13:24 Turkish Standard Time, resulted in significant property damage and fatalities. After these earthquake disasters in Türkiye, all government institutions, non-governmental organizations, individuals, and international actors implemented a variety of social responsibility projects to provide aid to the region and mitigate the effects of the earthquake on the lives of the people. Since the COVID-19 pandemic that occurred between 2020 and 2022 accelerated the digital transformation of businesses, the use of social media and digital marketing tools by individuals and institutions has increased significantly. Although Digital Marketing communication tools such as e-commerce web sites, social media marketing, and search engine marketing are primarily marketing and profit-oriented technologies, it has been demonstrated that they can also be used in social responsibility projects due to their widespread use by individuals and businesses and their ability to quickly deliver messages to the masses. Following the development of a conceptual framework for social responsibility and digital marketing communication, examples of the use of Digital Marketing Communication Tools, such as E-Commerce Web Sites (Topraktan Tabağa, Umut Hareketi), Social Media Platforms (Instagram, Twitter, Youtube), Search Engine Advertisement (Google Ads), and Social Media Advertisement (Facebook), in Türkiye's post-earthquake social responsibility projects are examined in this study. Based on these examples, suggestions for influencers, institutions, and content managers regarding the use of marketing communication tools in social responsibility projects are shared, and recommendations for future research are provided.

Analysis of The Influence of Promotion Through Digital Marketing and Effectiveness of Marketing Communication on Customer Decisions in Hospitality Industry

This research aims to determine the marketing communication strategies used to increase occupancy. We used qualitative and descriptive research. The researcher employed a case study as the research method. In-depth interviews provided the techniques for collection. The research results revealed that the public relations division, in collaboration with the hotel marketing team, designed and implemented the marketing communication strategy. Public relations is a communication facilitator, especially in communicating hotel products and services through various marketing strategies. This strategy is divided into three, namely the push strategy, which uses distributors or travel agents to encourage customers to use hotel products; the pull strategy, which uses advertising, sales promotions, personal sales, and direct marketing to attract customer interest in hotel products and services, also the profile strategy, which uses public relations to build the hotel's image and reputation to increase customer trust and sales. This research suggests that further research be carried out in quantitative form to obtain a more detailed understanding of the success of each factor that influences marketing communication strategies, such as push, pull, and profile strategies. Meanwhile, from a practical perspective, conducting a more detailed evaluation of each marketing communication tool used by measuring its effectiveness to select the most effective tools in increasing sales or occupancy is recommended.

Research on Content Marketing Strategy Based on Tiktok Platform

 Content marketing is one of the indispensable marketing communication tools in the digital age and an important driving force for consumption. At present, various short video platforms, especially Tiktok short video platforms, have formed a relatively mature marketing model, and short video consumption has become a relatively obvious trend. This paper analyzes the current situation of Tiktok content marketing of ERKE, finds out the problems existing in its Tiktok content marketing strategy cover, and proposes optimization measures according to the existing problems, in order to help ERKE improve brand influence, and provide reference for other domestic sports brand enterprises in content marketing on the Tiktok platform.

관광콘텐츠의 특성이 대리만족, 관광태도, 관광지 이미지에 미치는 영향 연구

Purpose: This study proposed a theoretical review and practical implications on vicarious satisfaction, which is one of the psychological reactions of consumers different from empathy in tourism influencer marketing, which has recently been in the spotlight as a tourism marketing communication tool. To this end, what are the independent variables that cause vicarious satisfaction, and the impact of vicarious tourism satisfaction with the content created in this way on tourism attitudes and image of tourist destinations were examined through a structural equation model.
 Methods: This study was set as a poster for those who have watched tourism content. Online and paper surveys were conducted at the same time, and the survey period was analyzed from October 01 to November 15, 2023.
 Results: In conducting this study, the survey targets people with experience watching tourism content, and 312 out of 324 copies were recovered, of which 263 surveys were empirically analyzed. As a result of this analysis, timeliness, reliability, usefulness, and interactivity affected proxy satisfaction, and proxy satisfaction affected tourism attitude and tourist destination image.
 Conclusion: This study will contribute to the expansion of research on tourism content and proxy satisfaction, and provided practical implications for tourism content development. This suggests that in order for tourism content to highly interactive, and reliable content for consumers, and the fact that the interaction between tourism content and consumers played an important role has great implications for tourism industry workers.

The Effect of Perceived Advertising Value of Instagram Ads on Purchase Intentions through Consumer Affective Response

The marketing landscape has shifted from traditional methods to digital approaches. In the digital era, the popularity of social media as a marketing tool has increased alongside the growing awareness of its potential as a marketing platform. Accordingly, Instagram Ads have been widely used in education as a marketing communications tool. However, the use of Instagram Ads as a promotional channel in higher education has not been able to increase the number of prospective students. To increase the number of prospective students and understand the factors that can influence the purchase intention of prospective students through Instagram Ads, it is necessary to know the key factors that can increase the purchase intention so that better and more effective marketing strategies can be formulated. This research aims to determine the influence of Instagram Ads with the variables of Credibility, Irritation, Informativeness, and Entertainment on Purchase Intentions through Affective Customer Engagement, Positive Online Word of Mouth (WOM) and Intentions Interactions. The method used in this research is quantitative. The types of data needed in the research are primary and secondary data collected using a questionnaire via Google Form which was distributed to 428 Instagram users who had seen or received Instagram Ads content from one of the private Universities in Bandung. The sampling was carried out using a non-probability sampling method, purposive sampling type. The data analysis technique uses SEM – PLS (Partial Least Square) processed using Smart PLS software. The results of the research show that Affective Customer Engagement has a significant effect on Positive e-WOM and Intentions Interactions. Positive e-WOM and Intentions Interactions have a significant effect on driving Purchase Intentions. An Indirect influence on Purchase Intentions is also found in a structural model. If ranked, the most influential are Affective Customer Engagement, Entertainment and Informativeness. Meanwhile, Credibility and Irritation did not affect significantly Suggestions for Instagram ad promotion to focus more on the main factor - Affective customer engagement- that influences the purchasing intentions of potential new students. Besides, it is expected to be able to provide entertainment and more informative content because the research results show how entertainment and informativeness will have an indirect effect on propelling enrolment. Apart from that, building interactions with prospective new students is also necessary considering that Intentions Interactions also affect enrolment decisions. For future research, it is recommended to consider adding other factors that can increase purchase intentions and it is hoped that we can use the current model for further research on other social media platforms.

Influence of Communication Infrastructure on Visitation of Selected UNESCO Locations

Marketing and communication strategies of UNESCO World Heritage sites have the potential to address the dual need for presentation in conjunction with site conservation. The presented article aims to determine the multi-year trends of the influence of individual marketing communication tools on the attendance of selected UNESCO objects, to map the level and quality of the application of communication infrastructure in the cultural heritage environment and to derive propositions for individual solutions aimed at improving the level of communication infrastructure and increasing the attendance of selected UNESCO objects. We use quantitative methods that we initiated in selected UNESCO objects for analysis and subsequent evaluation of the current state. The main contribution of this study is suggestions for improving the level of communication infrastructure. Among the areas where it is necessary to apply changes, we have identified the presence of the entire region, raising awareness through an annual event, blog marketing, influence marketing and social media.

Transitioning from public figures to entrepreneur: Analyzing the impact of influencer credibility on eliciting consumer purchase intention

Influencer endorsements are one of the most popular marketing communications tools used by cosmetic products to shape consumer behavior. This study aims to analyze the effect of social media influencers' endorsement on consumer behavior in purchasing cosmetic products and explore the attributes of influencers who significantly impact this behavior. This research design uses a quantitative descriptive approach, which focuses on measuring variables to find patterns, relationships, and generalizations that can be applied to a wider population. Data analysis in this study used the SEM model with the help of SmartPLS 4.0 software. The research sample consisted of 128 people, with respondents categorized as having used mother-of-pearl products in Bengkulu City. According to the research findings, only 122 individuals were deemed eligible to be included as respondents. The research was conducted in November 2023. The research results show that an influencer's expertise, attractiveness, and suitability can increase their credibility. In contrast, an influencer's credibility can influence a person's intention to purchase cosmetic products. This is evidenced by a t-statistic value exceeding 1.96 and a p-value below 0.05. Meanwhile, the trust variable has an insignificant effect on credibility and purchase intention if mediated by credibility. This is evidenced by a T-statistic value below 1.96 and a p-value over 0.05. All hypotheses in this study can be declared accepted except hypothesis 1 and hypothesis 6a.

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

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

Reaching the Consumers: Pampers Integrated Marketing Communication Strategies

With the continuous enhancement of the standard of living, customers are more and more selective in baby care products. To stand out from other brands and maintain long-term connections with consumers, many companies have taken advantage of various marketing tools. This paper mainly focuses on the brand Pampers and the integrated marketing communication tools used by it. The goal is to analyze and evaluate IMCs effectiveness in helping Pampers achieve a close relationship with its customers. This paper employs thematic analysis to study the cases of Pampers marketing campaigns in three dimensions: digital content marketing, cause marketing, and event marketing. The qualitative data mainly comes from research journal articles from diverse databases including Google Scholar and ProQuest One Business. The result of this paper shows that as a consequence of integrating the three main marketing strategies IMC can efficiently build tight connections between brands and customers through increasing interactive engagement, appealing emotional resonance, and delivering shared values.

ABOUT THE IMPORTANCE AND BENEFITS OF EVENT MARKETING

In today's environment, where consumers have a wide range of information available to them, it is important for companies to use more effective and flexible approaches to the market. Modern information technology helps the marketer to be closer to the buyer than in the past and to understand the customer's needs and desires well. In addition, marketers need to have a good understanding of the capabilities and benefits of different marketing communication tools and media channels. In today's competitive environment, it is becoming increasingly important for companies to use incentives that are better suited to today's targeted strategies. Effective marketing communications play an important role in a company's success in the marketplace. It is important in creating an impression of the company and its brands. Events help companies to achieve this goal. The purpose of this paper is to summarise and present the main benefits that companies can achieve through the intelligent use of events. Events are used by many companies to impress other people. And companies can gain their favour by making a great impression on the public. Thus, event marketing influences consumer attitudes towards different brands, consumer behaviour and stimulates purchases. An important question is when and how special events will be implemented. Their proper planning, organisation and execution will bring the company high recognition and economic benefits. Methodology. Secondary data was used in the course of writing this article. Modern scientific works of scientists and researchers were studied, and information was searched for using Internet sources. The paper examines modern forms of event marketing, individual approaches to work in this area and aspects of its development. Research results. Based on various reliable sources of information, a clear picture of the current situation in Georgia in this area was created. It has been found that companies do not use measures with the frequency that would bring them high results. They use only certain approaches. The paper examines the conceptual aspects of event marketing, analyses the definitions and opinions of various scientists and specialists in this area. Practical implications. The article discusses the risks and problems associated with the implementation of events, and presents a number of conclusions and recommendations to improve the efficiency of the use of events.

Выбор инструментов маркетинговых коммуникаций в интернет-среде

The article discusses modern approaches to the use of marketing communications tools to promote goods and services on the Internet. Internet marketing tools are distinguished depending on the type and goals of promotion. The differences between Internet communication tools for the industrial and consumer markets are revealed. Recommendations are being developed for the inclusion of Internet marketing tools in a comprehensive marketing communications strategy.

Exploring the Impact of Integrated Marketing Communication Tools on Green Product Purchase Intentions among Diverse Green Consumer Segments

In response to escalating environmental pressures and the growing global consensus on comprehensive green initiatives, marketers encounter the challenge of effectively communicating with diverse green consumer segments. The purpose of this study is to explore the preferences of different IMC tools among different types of green consumers and then attempt to propose effective communication tools for different types of green consumers to boost sustainable consumption. This study examined 13 widely used integrated marketing communication (IMC) tools and delved into their impact on the purchase intentions of different consumer segments toward green products. Meanwhile, departing from conventional approaches, we replaced consumer awareness with actual consumer behavior to more accurately segment green consumers. This distinction allowed us to categorize green consumers into three segments: light green (including colorless), medium green, and dark green consumers. By analyzing these IMC tools based on the dimensions of media richness theory—feedback, multiple cues, language variety, and personal focus—we found that (1) only three communication tools can effectively provide green consumers with different levels of green behavior with the green product information they need to enhance their green products purchase intention; (2) dark green consumers demonstrate a markedly stronger preference for these three types of IMC tools than the others; (3) there are significant differences in only two constructs, namely “feedback” and “language variety” among these three types of green consumers; and (4) both dark green and medium green consumers are more concerned about the level of personalization in messages than light green (including colorless) consumers. Ultimately, practical insights are provided to empower businesses and marketers in boosting consumer preference for green products.

Стратегическое управление рекламной деятельностью в социальных медиа

Advertising remains the most effective tool of marketing communication. Advertising can create an attractive public image for a company by promoting its achievements and efforts to satisfy customer needs. This research featured the potential of social media marketing and a system for strategic management of advertising activities in social networks that could develop this potential. The authors appealed to the theory of strategy and the methodology of strategizing developed by Professor V.L. Kvint in an attempt to describe the core elements of the social media marketing system and their strategic management. Other research methods involved standard analysis, synthesis, comparison, generalization, and scientific abstraction. The study made it possible to draw the following conclusions. A well-structured strategy takes into account the interests of the manufacturer (seller) and consumer (buyer). It relies on planning, motivation, monitoring, and control over the achievability of strategic management goals. Such a strategy can increase the effectiveness of social media marketing. The methodology proposed by V.L. Kvint makes it possible to navigate a social media marketing project through all its stages.

Digital Marketing Analysis in Dental Healthcare: The Role of Digital Marketing in Promoting Dental Health in the Community

Modern marketing must integrate digital technology to enhance efficiency and effectiveness in communicating value to consumers. This research aims to uncover the impact of digital marketing strategies on the number of patients visiting dental clinics. Subsequently, it seeks to evaluate whether the implementation of digital marketing has a positive impact on the success of dental healthcare services. This research employs a survey approach with a descriptive method. Data shows that digital marketing has a significant impact on the number of patients visiting clinics compared to traditional patient acquisition methods. This underscores the importance of investing in digital marketing strategies to enhance the reach of dental healthcare services and attract more patients. Hence, internet marketing or digital marketing is not only a tool for modern marketing communication but also a highly influential tool in increasing patient numbers and expanding the scope of services in the context of dental healthcare.

The Impact of Modern Marketing Communication Tools to Increase Market Performance: The case of Commercial Bank of Ethiopia Addis Ababa

Purpose: The purpose of this research was to investigate the impact of modern marketing communication tools on market performance within the context of the Commercial Bank of Addis Ababa, Ethiopia. The study aimed to explore the relationships between these tools and various business outcomes such as increased sales volume, customer awareness, and market share expansion.
  
 Theoretical framework: The study developed a conceptual framework based on an extensive review of existing literature. The theoretical framework provided the foundation for understanding the relationships between modern marketing communication tools, customer satisfaction, and market performance. It incorporated relevant theories and models from the field of marketing and communication.
  
 Design/Methodology/Approach: The research adopted a mixed research design, combining both descriptive and explanatory methods. A quantitative research approach was employed to gather data from a sample of 384 respondents who are customers of the Commercial Bank of Ethiopia in Addis Ababa, specifically focusing on the east district. The data collection methods included questionnaires and semi-structured interviews. Additionally, secondary data was collected from academic journals, books, and online resources. The researcher utilized a convenience sampling technique for participant selection.
  
 Findings: The study's findings revealed a significantly positive impact of the implementation of modern marketing communication tools on the business. These tools contributed to increased sales volume, heightened customer awareness, and expanded market share within the industry. The research also identified diverse opinions on the role of these tools in enhancing customer satisfaction and their importance in customer retention.
  
 Research, Practical & social implications: The research findings have several implications for research, practice, and society. From a research perspective, the study contributes to the existing literature by providing insights into the relationship between modern marketing communication tools and market performance. Practically, the findings offer valuable insights for businesses, especially banks, on how to leverage these tools effectively to enhance their sales and customer engagement. Socially, the study highlights the importance of adopting modern marketing communication tools in businesses, potentially leading to economic growth and employment opportunities within the community.
  
 Originality/Value: The originality of this research lies in its focus on the Commercial Bank of Addis Ababa, Ethiopia, examining the specific impact of modern marketing communication tools within this context. The study adds value by providing empirical evidence and practical implications for businesses operating in similar environments, offering a valuable resource for academics, practitioners, and policymakers in the field of marketing and communication.

Factors affecting the communication mix of small businesses in the selected industry

The presented article focuses on the issue of communication mix in small businesses in the brewing industry in Czech Republic, this group is represented by microbreweries. The aim of the research was to analyze marketing mix in this group of companies. They have a very similar parameters and serve a similar market, but there are differences in their communication mixes. Based on a literary research, selected factors were determined, which were investigated as to whether or not they have an influence on the composition of the communication mix. Quantitative research method was used. The data obtained through an electronic questionnaire survey, where the return of questionnaires was 28%. Based on the cluster analysis of the obtained data, it was found that microbreweries can be divided into two groups according to the marketing communication tools used, thus two different communication mixes were identified. Furthermore, factors that influence the composition of the communication mix of microbreweries were identified, namely the year of establishment of the microbrewery and the existence of the microbreweries pub/restaurant.