Marketing Communication Tools Research Articles

Marketing Communications in Differentiation and Positioning of Ukrainian Agrobusiness

The aim of the article. The purpose of this article is to study the experience and develop recommendations for improving marketing communications aimed at differentiating the products of agro-industrial enterprises of Ukraine and determining the position of such companies and their products in the markets. To achieve this goal, the roles of STP-marketing in the agro-industrial businesses of Ukraine are analyses in this article. The ways of increasing the efficiency of differentiation and positioning are also analysed, taking into account the personalization of interaction, Ukrainian heritage and foreign experience in marketing communications. Analyses results. The role of marketing communications in the differentiation and development of positioning strategies of Ukrainian enterprises are examines in the article. The object of the study is the agro-industrial sector, which has a special place in the national economy of Ukraine for over thirty years. The role of agribusiness is growing even more in times of crisis or wartime. The importance of finding new ideas and ways to differentiate the supply of agricultural companies are analysed. Attention is drawn to the need to build effective marketing communication campaigns that can inform target markets about the features of the agribusiness and its supply, compared to competitors. The important role of communication appeals in the formation of a clear position in the minds of consumers, suppliers, competitors and contact audiences and the corresponding perception of the proposed value are noted. The research highlights the importance of establishing communications in the STP marketing process. At the same time, agricultural enterprises must choose at which level to position themselves: at the level of product, brand or company. This is important for the selection and rational combination of appropriate of marketing communications tools, which influence not only the costs of the enterprise, but also the success of the marketing strategy. Special attention in this article is paid to the requirements of modern consumers who need special treatment. The key to the success of differentiation and positioning today, and consequently marketing communications are the personalization of interaction and the desire of customers to share information about themselves. It is proved that personalization should become a part of a modern marketing communication campaign of any agribusinesses in Ukraine. An important differentiator for the Ukrainian agricultural sector - a long time on the market - is analysed separately. Agribusinesses in Ukraine and relevant government agencies should use a variety of marketing communications in order to give agricultural products a distinct look, different from other producers and countries with a well-formed and well-founded position. Conclusions and directions for further research. Modern approaches to promotion policy with the use of powerful marketing communications tools can help the development of agro-industrial enterprises in Ukraine today. Communications can become a mechanism for identifying manufactured goods or the company itself, help to effectively differentiate and position agribusiness. However, marketers of Ukrainian agricultural enterprises should make more efforts to understand their consumers and the peculiarities of their behaviour. We should pay attention to the experience of large agricultural companies in Ukraine and the world and use their positive experience to attract additional attention to the current supply. In the following studies, it is advisable to pay attention to the experience and heritage of Ukrainian agribusiness, especially in foreign markets

INNOVATIVE MARKETING COMMUNICATION PRODUCTS OF GRAMEEN SHARIA BANKING

The Grameen Bank is a financing model to provide capital from banks to economically disadvantaged communities. Islamic Commercial Banks in Indonesia are among the banks that developed this product which was later called the Future Package (PMD). PMD is financing intended for women entrepreneurs or prospective entrepreneurs who belong to the poor group without collateral. In addition to providing financing, PMD also provides training to improve knowledge and entrepreneurial skills as well as monitoring debtor businesses. The purpose of this study is to be able to understand the marketing communication model that has been applied by Islamic banks to female customers, the majority of whom do not have financial literacy and are poorly educated so that they are interested in joining PMD products. The research method used is qualitative research with a case study approach. Then it produces the fact on the ground that Sharia Banks in marketing PMD products for women's empowerment are with an offline and online marketing mix. Product promotion tactics include events and experiences that include a variety of marketing communication tools.

An Analysis of Olympic Mascot Design Toward Attitude and Purchase Intention

Olympic mascots are important marketing tools for the Olympic Games, as they can communicate the meaning of the games. However, there is limited understanding on how to effectively design Olympic mascots as a marketing communication tool. This study focused on understanding how design elements of Olympic mascots influence fans’ perceptions, attitude, and purchase intention. An online experiment, featured in a 2 (design types: anthropomorphic animal, abstract) × 2 (Olympic brand cues: presence, absence) mixed subject design, was conducted. The results showed that animal mascots received significantly higher ratings than abstract mascots in terms of design perception, attitude, and purchase intention. This study demonstrates how the visual design of Olympic mascots influences consumer perception, attitude, and behavior. Our research has bridged this gap by exploring the effects of Olympic mascot design and Olympic symbols as an important marketing communication tool.

Product and Service Orientation on Social Media in Restaurant Communication

Social media are a significant marketing communication tool used to establish a relationship with consumers. With the advent of the Internet, social media have become an invaluable source of acquiring new customers. They provide restaurant, bar or cafe owners with the opportunity to communicate with existing and potential clients by publishing posts on social media. Such posts frequently vary in terms of form and relate to different areas of activity. Therefore, the present study aims to enhance the understanding of how different types of posts affect communication efficiency. Content, interesting from the recipient's point of view, is a key factor contributing to success in building social media presence. Hence, the purpose of this article is to compare product and service-oriented communication. To this end, a quasi-experiment has been conducted over the course of 10 months. The results provide evidence that content directly referring to dishes offered at a restaurant is more effective at various levels. The study findings provide useful advice for companies operating in the catering industry and indicate a relationship between the product and other elements of the 7P marketing mix. The results are liable for assisting owners of food and beverage companies in improving customer relationships and increasing their engagement in response to content posted on social media. DOI : https://doi.org/10.54663/2182-9306.2022.v10.n18.186-205

Yeni Medyada Marka Farkındalığı Yaratmada Viral Reklamların Rolü

İnternet teknolojilerinde yaşanan gelişmeler; bireyler arasıiletişimi ve ilişkileri, işletmelerin iş yapma biçimlerini vekültürel yapıyı değiştirip dönüştürmektedir. Yeni medyateknolojilerinin kullanımının artmasıyla birlikte insanlarınbu ortamlarda geçirdikleri zaman artmış ve alışverişalışkanlıkları da bu ortamlara taşınmıştır. Bu durummarkaların tüketicilere mesajlarını etkin bir şekildeiletebilmeleri için pazarlama iletişim stratejilerini vearaçlarını değiştirme ve geliştirme gerekliliğini ortayaçıkarmıştır. Yeni medya teknolojileriyle beraber değişenreklamcılık anlayışı, yeni reklam alanlarının oluşmasınısağlamıştır. Yeni medya ile birlikte ortaya çıkan reklamalanlarından biri de viral reklamlardır.Bu çalışmada yeni medyada viral reklamların markafarkındalığı üzerinde anlamlı bir etkisinin olup olmadığı,viral reklamların farklı boyutları üzerinde test edilmiştir.Araştırmada çevrim içi anket yöntemiyle elde edilenverilere marka farkındalığı ve viral reklamlar arasındakiilişkiyi ortaya koymak için regresyon ve anova analizleriuygulanmıştır. Araştırma bulgularına göre viralreklamların paylaşım ve tavsiye boyutunun, tutumoluşturma boyutunun ve risk boyutunun markafarkındalığı üzerinde güçlü olmasa bile pozitif yönlü biretkisinin olduğu; viral reklamların marka algısıboyutunun ve viral reklamların bilgi boyutunun markafarkındalığı üzerinde pozitif yönlü güçlü bir etkisininolduğu ortaya çıkmıştır.

Configurator as a tool of marketing communication and its use in achieving emissions targets

The article focuses on the issue of car emissions targets, the advent of electromobility in this context and the ability of cars to use the communication tool car configurator as an element for customer education and as an influential tool in their decision-making. The text presented briefly presents the issue of CO2 reduction to which the EU has committed itself in its Green Deal and Fit for 55 programs, focusing on the response of carmakers and their ambitions for a gradual transition from conventional to low or zero emission alternatives and barriers to meeting emissions targets. It presents the results of the survey on customer awareness of current parameters of electric cars and in parallel brings the results of examining the functionality, structure, and user friendliness of configurators of selected cars, including analysis of this communication tool to motivate customers to buy cars with emission-free or low-emission units in the B2C market.

ВИКОРИСТАННЯ МАРКЕТИНГОВИХ ЗАСОБІВ В HR-МЕНЕДЖМЕНТІ ПІДПРИЄМСТВА

The question of the HR-management and marketing areas interpenetration possibility in the process of the enterprise functioning in a market environment has been revealed in the article. The importance of the main functional tasks of HR-management and marketing specialists has been updated, as well as an attempt to systematize common and distinctive features of HR-management sphere and marketing sphere of the enterprise activity has been made with further identification of key links of business areas, where these areas are closely interrelated. It has been determined that HR-management and marketing are simultaneously combined with a common enterprise strategy, are able to use common marketing communication strategies, complement each other through the approaches used to recruitment, as well as development and maintenance the brand of the enterprise as an employer. The article describes such marketing strategies to attract consumers of the enterprise product and its potential employees, as social marketing and relationship marketing, in particular loyalty marketing. These marketing communication strategies successfully highlight the question of the possibility of integrating marketing elements in the field of enterprise HR-management. In addition, a structural and logical scheme allowing for a comparative characterization of the functional tasks, specialists' features in HR-management and HR-marketing has been provided in the study, as well as the common features of these departments have been highlighted. It has been determined that the presence of common features between HR-management and HR-marketing is due to external and internal factors. External factors, in particular, are the market, which is studied and worked with by specialists of relevant departments (labor market), as well as political, legal, socio-economic, financial and other conditions. While the internal factors are the enterprise strategy, its staff policy, corporate culture and are typical for both HR-management and HR-marketing functions that they perform (including the functions of information gathering and communication). Another area of ​​business processes, where HR-management and marketing are interrelated, which is the enterprise branding as an employer, as well as the main marketing communication tools, which along with branding are actively used by HR-marketing departments, have been outlined in the article.

Онлайн та офлайн інструменти в системі інтегрованих маркетингових комунікацій

The aim of the article. The aim of the article is to analyze the trends in the development of integrated marketing communications and to develop the algorithm for the formation of optimal IMC complex, taking into account modern trends in the economy. Analyses results. The events of the last three years have stimulated the development of e-commerce. Changes in consumer behavior and the global transition of most enterprises to the online sphere have led to significant changes in the overall structure of companies and in individual vectors, for example, marketing activity, communication with consumers, the introduction of new communication channels and many others. To analyze the changes in modern trends in the field of communications, IMC as the most appropriate for modern market conditions were considered. In the process of research, it was found that for the optimal operation of the IMC, the internal communication system of the enterprise which is also integrated with external partners is necessary. It allows you to make the work of specialists more productive, and the goals set are achieved much faster at a lower cost level. Approaches to the formation of the IMC complex by various scientists are considered, and the advantages of Internet communications over traditional methods are presented. Approaches to the formation of the IMC complex by various scientists are considered, and the advantages of Internet communications over traditional methods are presented. The most common systems of communication channels are discussed in the article. It is concluded that omnichannel is the best option in the current conditions. But at the same time, its high cost does not allow small and medium-sized businesses to switch to more efficient communication model. At the same time, according to the authors, in the nearest future the introduction of omnichannel will become one of the main factors in maintaining competitive position. The basic principles of the IMC, and the factors that determine the relevance of the implementation of integrated marketing communications are highlighted in the article. Among them are: the development of information technology, the high cost of individual communication tools, the individualization of consumption, and so on. It is also shown that the proportions of the use of communication tools are changing in favor of digital technologies. It has been established that in order to achieve the greatest communication effect, synergy of online and offline IMC tools is necessary. The distribution of IMC tools for the real and virtual economic environment and the existing communication channels for each of them is presented. The existing methods of forming the IMC system are analyzed, it is concluded that they are not able to fully cope with the needs of the enterprise, which relate to the use of the most effective communication tools. An extended algorithm for constructing an optimal IMC complex is proposed, which corresponds to the current stage of development of business processes. Conclusions and directions for further research. The share of marketing communication tools aimed at capturing the consumers’ attention in the online space has grown and is constantly accelerating its pace. Therefore, enterprises prefer promotion on the Internet, because it guarantees greater effectiveness from their activities. But at the same time, the maximum communication effect can be achieved in synergy with offline tools, which, although they have faded into the background, still perform their communication function well. At this stage in the development of society, communication with consumers continues to be important, but is being transformed into more modern and interactive ways of interconnection. The level of confidence of our country’s population in online shopping has also grown, but this issue is still relevant for enterprises. Increasing the level of security of purchases on the Internet, increasing brand loyalty and the formation of a stable positive image among different segments of the population are relevant vectors for companies that among other things, through the IMC complex can be achieved. There is also a need to study the methods of forming IMC for different types of market and the possibilities of domestic enterprises for the economic adaptation of communication tools to foreign markets.

Дослідження таргету як інструменту маркетингових комунікацій

The aim of the article. The aim of the article is to analyze the basic theoretical and methodological principles and practical principles of targeted advertising as a tool of marketing communications. Analyses results. In order to ensure stable economic development and efficient functioning of your activity in the modern market conditions of enterprises, it is necessary to form a mechanism of enterprise management with the use of marketing. The most common and most developed tool of marketing communications is advertising. But the shortcomings of advertising, such as difficulties in determining the effectiveness and delayed feedback from the recipient of the advertising message is solved by targeted advertising. The main difference between targeted advertising and other types of advertising is the use of targeting to find the desired target audience, which allows you to effectively use the budget and track the effectiveness of the investment in advertising. The article presents targeted advertising and the main advantages and disadvantages of targeted advertising in general. The implementation of marketing communications using the tool of targeted advertising is impossible without specialized platforms. Platform algorithms search for the target audience with which marketing communications will be made. It is like a large customer base, and you need a specialized machine search to find its potential customers. The analysis of Facebook's performance indicators (Meta Platforms) and its tools for marketing communications targeted advertising explains the popularity of the corporation's taxes and its advertising platforms. This is due to not only the large user base and the ability to carry out targeted advertising on not only social networks, but also many functional tools for working on targeted advertising and their convenient functionality. To find the right target audience with Facebook Ads Manager, you need to choose the target of your targeted advertising campaign, which is optimized for the right marketing communications. The platform presents three categories of goals, depending on the direction of advertising: image, review or sales. The scientific novelty of the study is the systematization of all types of targeted advertising, analysis of the Facebook Ads Manager platform for targeted advertising. The proper use of a set of tools for situational analysis and recommendations for improving the effectiveness of targeted advertising in marketing communications, taking into account the advertising structure of a specialized platform Facebook Ads Manager, are proposed. Conclusions and directions for further research. Marketing communications have a direct impact on the efficiency of the enterprise. Targeted advertising, based on the targeting and the use of specialized, high-performance platforms, minimizes the inefficient use of investment in advertising and marketing communications due to the possibility of mass communication with the target audience. Further research into targeted advertising as a marketing communications tool consists of in-depth analysis of all types of targeted advertising, detailed research of a specialized online platform for targeted advertising Facebook Ads Manager and monitoring of change. The analysis of each of the goals of targeted advertising and the formula for ranking ads in the type of purchase «Auction» on the platform Facebook Ads Manager. The optimization mechanism of a targeted advertising campaign and its scaling on the Facebook Ads Manager platform are described. The peculiarities of the use of targeted marketing communications on B2B in B2C markets are analyzed and recommendations for improving the effectiveness of targeted advertising in them are provided.

Marketing communication tools for world of work opportunities

This study aims to investigate the effectiveness of marketing communication tools adopted by graduates of the Durban University of Technology. A quantitative approach was utilised, and data were collected through a structured self-developed questionnaire. The population for this study was graduates of the Durban University of Technology. A sample of four hundred and fifty questionnaires was administered to graduates from all faculties at the Durban campuses. The findings revealed that the communication media adopted by the respondents were generally appropriate and effective. The results indicated that traditional communication tools (newspapers and career magazines) and non-traditional communication tools (amongst others, social media, the internet websites, electronic databases and email systems) were adopted by graduates. The university allocates a 4life email address to all registered students. The 4life email address is maintained after completion of studies thus facilitating email communication between the graduates and cooperative education. Furthermore, respondents suggested that email communication fosters a strategic world of work engagements and partnerships with the University of Technology in recruiting high-caliber graduates. Therefore, the study concludes with the notion that a blend of traditional and electronic marketing communication is required. It is important to note traditional postal addresses have been replaced with email.

Analysis of Internal Marketing Communication Tools of a Selected Company in Industry 4.0 Using McKinsey 7S Analysis

Abstract Nowadays, many companies are aware of the fact that if they can meet the employees’ requests, provide them with sufficient information and quality working conditions, their work performance will be at a high level. As a result, employees can ultimately meet customer requests and the company can move forward. The issue of quality internal communication in companies is not just an issue of recent years. Many international companies are aware of this. However, the issue of internal communication still persists in smaller companies, which do not pay that much attention to it because they do not have enough funds or believe that they are not affected by this issue. This internal communication within the company must take place in both directions, which many companies forget. The observations and opinions of employees and their feedback on the actions of the company, individual managers etc. are also important. Companies should spend enough time just getting this connection from employees, which allows them to streamline individual processes and information gathering, but also the work skills of individual managers, who can increase their soft skills and help organizations work better. At present, which is marked by the COVID-19 pandemic, the need for quality internal communication is even more pronounced. The aim of this study is to analyse the company's internal marketing communication tools. The paper also targets to analyse corporate strategies, management styles, shared values of the company etc., through the analysis of McKinsey 7S selected global company, which operates not only in the Slovak Republic. The methods used for this study are McKinsey 7S analysis, deduction, synthesis, and comparison. Thanks to the McKinsey 7S analysis, the results showed that the company has a friendly climate with open communication and a socially oriented culture based on several shared values and management principles.

Innovative Methods of Assessing the Efficiency of Internet Communications of Enterprises

There are a large number of marketing communication tools that can increase the competitiveness of the enterprise by representing the advantages of the enterprise or its product over competitors on the Internet market. The main forms of enterprise promotion on the Internet are the website of the enterprise, search engine marketing, external company`s activity on the Internet, brand promotion on the Internet, Rich-media. The Internet, as a platform for advertising, is ahead of other media in terms of growth. Therefore, assessing the efficiency of advertising, in particular Internet advertising, as a tool for enhancing the product competitiveness, is an important task for business specialists. In analysing the advertising activities of domestic enterprises, we see that tools such as print, television and radio advertising are less in demand among advertisers, while the volumes of Internet advertising are growing many times over. It is obvious that the pandemic crisis phenomenon caused by the covid-19 virus affected the working innovative methods of enterprises of all spheres and industries, many of them switched to remote work, separate from the consumer, and consumers physically distanced themselves for security purposes and began spending more time on the Internet and on social networks. The study improved the innovative methods of assessing the efficiency of the implementation of Internet communications using indicators "Objectives and key result - OKR", "Key performance indicators - KPI", "Key success indicators - KSI", "Balanced score cards - BSC", "Search distribution coefficient ","Net Promoter Score", "Number of subscribers/channels", "Share of valuable outputs" as criteria. The importance of assessing business process and effective functioning of key indicators is substantiated, its measurement requirements are determined. All indicators are considered over time in order to be able to justify their value, to track the change of indicators in the dynamics, as all indicators should stimulate the implementation of important actions for the enterprise.
 Keywords: Internet marketing, Internet communications, methods of assessing the efficiency of Internet communication tools

Open Business Model of Eco-Innovation for Sustainability Development: Implications for the Open-Innovation Dynamics of Slovakia

The paper presents the results of a survey aimed at evaluating the attitudes of Slovak respondents toward eco-innovation purchasing power supplied on the Slovak market to propose an open business model that would support such purchasing power to increase sustainability. The primary method applied in the research was the Kano model, by which we determined the attitudes of the respondents to the issue. Based on the findings and using the analytical-synthetic method, we subsequently processed a proposal for a business model for implementation of ecological innovation in Slovakia. This model used innovative marketing communication tools to increase interest in eco-innovation and products, and created a learning algorithm to influence customers’ shopping behaviors. As a result of the research, we assumed that the main obstacles to increasing demand for eco-innovation and products were inexperience, cost, and lack of information held by respondents, and therefore it is necessary to build and improve customer relationships, in which, in addition to traditional forms of marketing, it is inevitable to use various innovative forms of corporate social responsibility to minimize these negatives.

The Impact, Comparison and Usefulness of Digital Marketing Communications Tools on Organizational Profit Maximization Using Facebook

The importance of Chatbots in marketing, particularly in employment or training progressions and maintenance for definite promotional goals, tools as well as approaches was examined in this study. The study seeks to ascertain the opportunities associated with the usage of chatbots in marketing, with specific emphasis on its influence in the process of Human-to-Machine communications, and find out the extent to which Chatbots could be effectively use to examine competitive companies or brands. The researcher explores how chatbot can interact with users using Facebook messenger and investigate the impact and usefulness of digital marketing communications tools on organizational profit maximization, using a real estate business. The study focuses on three sub-processes in the chatbot design, which includes writing handling, language acceptance, as well as reaction generation. Additionally, the survey was piloted with arrangement of chatbot assessment methods and their examination in relation to chatbot categories as well as three central appraisal schemes, which include content estimation, user gratification, and chat function. Findings of the study established that Chatbots could be effectively used to enable companies or brands intensify organizational profit maximization and proved that the limitations of the human agents have been taken over by this automatic Bot, which have been trained to act like human, give responses to customers’ requests and even suggest responses to users. It recommends that every organization marketing teams should acquire innovative communication approaches about how to preserve and advance enduring relations with standing consumers as well as how to get the attention of potential consumers.

The aromachology and possibilities of its application in a selected business entity

Aromachology studies the influence of odours on human behaviour and examines the relationship between feelings and emotions. The submitted paper deals with implementing a new marketing communication tool into practice and the possibilities of its use. Our research deals with the use of the human senses in marketing, where we take a closer look at the sense of smell because it has an important position in the human mind and life. It can awaken our memories and create emotions and improve the mood and often unconsciously influence consumer behaviour. The paper is divided into two parts. The first one aims at the theoretical introduction devoted to basic concepts such as aromachology and aroma marketing. This knowledge was subsequently applied directly to the surveyed company in the results part. The research subject is the influence of aromas on the emotional side of consumer behaviour which is influenced by all stimuli around us. Based on the research, we identified the most suitable aroma category that the company could use in the future. We have developed proposals and recommendations that could help increase awareness of a new product in the company's portfolio through unconscious communication at the point of sale, which will bring the gradual implementation of this marketing tool into practice. Two questionnaires were used – the first one aimed to gain basic information about consumers and their consumer behaviour. The second one was realized as a blind review of selected aromas using facial biometrics. Based on both surveys, we can conclude that introducing a specific aroma in the company certainly could influence the sale of a new product, a chocolate cake.

The Impact of the Perceived Values of Social Network Services (SNSs) on Brand Attitude and Value-Co-Creation Behavior in the Coffee Industry

The coffee industry has grown into a highly competitive management environment, which has led to the contemplation of differentiated marketing strategies as tools for business success. Practitioners operate their own SNS brand pages to encourage customers to participate and engage in two-way interpersonal marketing practices that can generate value co-creation. This paper aims to explore the relationships among the types of value offered by SNSs, brand attitude, and customer value-co-creation behaviors in the hospitality context, by employing the Value–Attitude–Behavior model. Data were collected via an online survey research company and analyzed by PLS-SEM using SmartPLS 3.0 and Jamovi 1.0 software packages. A quantitative research method was carried out with a total of 406 adults in South Korea who had had both on-site and SNS coffee brand experiences within three months of the survey. The results of this study can be summarized as follows. First, information-seeking, entertainment, and expressive value all had a significant positive effect on brand attitude. Second, brand attitude had a significant positive effect on both customer participation behaviors and customer citizenship behaviors. The results of the current study suggest useful implications in that the usage of SNSs as marketing communication tools can influence not only online but also offline brand attitudes and customer value-co-creation behaviors.

STRATEGIC DIRECTIONS OF MARKETING COMMUNICATIONS OF AGRO-INDUSTRIAL ENTERPRISES IN UKRAINE

The use of various tools of marketing communications and a strategic approach to developing communication campaigns are nowadays of particular importance. The processes of differentiation and positioning, being an integral part of any business, become complete only if consumers are made aware of the unique qualities and differences of the product, compared to alternative offers, through the marketing communication tools. Most of the Ukrainian agro-industrial companies should refer to the experience of leading Ukrainian and foreign companies, which, thanks to effective communication strategies, have successfully explained the differences and position of their products to the target audience and markets and achieved significant success. In marketing communication campaigns, especially in foreign markets, it is advisable to refer to the image of Ukraine as a well-known agricultural producer and the heritage, being an important component of modern agribusiness. Today, the issues regarding the truthfulness of messages of agricultural companies are associated with the compliance with standards and food safety regulations, which is a concern of national governments and international organizations. Therefore, communication campaigns of the Ukrainian companies should be simple and distinguishable, and convey the main ideas of differentiation and positioning of a product or enterprise itself short and clear. The limited and selective perception of modern consumers, who are overloaded with the vast amount of information, should also be taken into account.

Streaming Channel Brand’s Rhetoric through Social Media (Qualitative Study of Twitter Account @NetflixID)

This research aims to analyze the rhetoric of @NetflixID, well-known as a brand's Twitter account using Selzer's rhetorical analysis approach. Data was collected in January 2020 through documentation using the text analysis technique. The objective of this research is to analyze @NetflixID's rhetoric and show that @NetflixID was found to be embodied the human character by using humor, emojis and emoticons, authorship and personal pronouns, non-formal language style, choice of words, anecdote, and non-standard vocabularies in giving information and showing emotions. Canon style and canon memory help find the pathos and logos of @NetflixID. Furthermore, this research found the potential uses of conversational tone, authorship, and personal pronouns as a marketing communication tool in initiating social interactions, generating affective responses from the audience, creating emotional bonds with the consumer, and attracting the consumers' attention similarly to humor. After all, this research discovers @NetflixID's rhetoric in promoting the products and engaging with audiences.

Cross-Cultural Marketing Communication in the United State Fashion Industry. An Empirical Evidence of the Hispanic and Latino Americans and Asians

Cross-cultural marketing communication is critical to a company's success and growth since it supports the achievement of the company's aims, objectives, and goals. In the multi-ethnic United States, the study examined the impact of cross-cultural marketing communication on the fashion industry. Hispanics, Latino Americans, and Asians living in the United States were the target demographic. Among the numerous ethnic communities in the United States, advertising, direct marketing, and web marketing were used as marketing communication strategies. The study used a convenient sampling technique in which 180 questionnaires were sent out and 150 were returned, resulting in a sample size of 150 people. In the research procedure, the study used a case study research design based on a qualitative and quantitative research approach. As analytical tools, descriptive statistics based on graphical presentation of findings and inferential statistics based on the Levene's test of equal variance and the student t-test were used. The findings of the survey revealed that the respondents, which included 56 Hispanics, 44 Latinos, and 50 Asians, all attest to the notion that cross-cultural marketing communication has a significant impact on the fashion industry in the United States. Similarly, the Levene's test and the student t-test revealed that using various marketing communication tools such as advertising, direct marketing, and online marketing; marketing communication across different groups such as Hispanics, Latinos, and Asians has impacted the fashion industry in the United States, given that the p-values were all less than the 0.05 significant value. The result also shows that the Hispanics and the Asians rated direct marketing as the most relevant tool of marketing communication whereas the Latinos gave advertising the best rating. This was seen from the highest value of the mean of the Hispanics and the Asians in direct marketing and in advertising for the Latinos using the Levene’s test and student t-test. Overall, the study finds that cross-cultural marketing communication is a must for the fashion industry's success and expansion in the United States. As a result, it is suggested that the industry not give up on assuring good marketing communication across the diverse groups in the United States. Keywords : Cross-Cultural, Marketing Communication, Fashion Industry DOI: 10.7176/JESD/13-7-06 Publication date: April 30 th 2022

ВІРТУАЛЬНА ОРГАНІЗАЦІЙНА СТРУКТУРА ІТ-КОМПАНІЇ: МАРКЕТИНГОВИЙ ТА УПРАВЛІНСЬКИЙ АСПЕКТИ

The article attracts attention to a fairly common type of organizational structure of management, which is a virtual organization, due to the digitalization of the economy and the functioning of a significant number of enterprises in virtual space. The implementation of a virtual organizational structure promotes better interaction of structural units of IT company, as well as provides prompt management decisions both within the organization and outside. This allows the organization to respond in a timely manner to changes in a dynamic market environment and, thus, better interact with counterparties in communication channels and marketing channels in general. The article highlights the issue of building a virtual organizational management structure in IT company, given that the organization can be considered as a set of hardware and software and technological, marketing and management components that are interconnected. The importance of the company’s interaction virtualization with other elements of its internal and external environment has been updated. In this regard, the virtual structure of the organization is considered as a complex concept that combines marketing, including communication, and management aspects, and HR-management is considered as a component of management. The article presents a comparative description of marketing communication tools for real and virtual organization, as well as focuses on the importance and place of HR-marketing in the system of virtual organization, taking into account its marketing and management aspects. In particular, the difference between Internet marketing as a tool of marketing communications and marketing in Internet has been determined, which reveals the essence of the organization’s use of traditional marketing tools using the Internet. The role of HR-marketing as an activity aimed at improving the company’s position in the labor market has been highlighted and the relationship of this category as an activity with the management and marketing elements of a virtual organization has been identified.