Marketing Communication Research Articles

Linking Islamic branding and marketing communication with Islamic financial inclusion: the mediating role of Islamic financial literacy

Purpose The purpose of this paper is to investigate the relationship between Islamic branding and marketing communication with Islamic financial inclusion, with Islamic financial literacy as a mediator. This paper also provides a better understanding of how these factors interrelate and contribute to the overall objectives of Islamic finance. Design/methodology/approach This study uses cluster sampling with a purposive technique. The research sample consists of customers who have savings or deposits in Bank Syariah Indonesia, totaling 165 customers. Data analysis is conducted using structural equation modeling adopting Analysis of Moment Structures to examine the mediating effect of Islamic financial literacy on the relationship between Islamic branding and marketing communication with Islamic financial inclusion. Findings The research findings indicate that Islamic financial literacy partially mediates the relationship between Islamic branding and marketing communication with Islamic financial inclusion. Moreover, the study reveals that marketing communication has a direct effect on Islamic financial inclusion, while also exerting an indirect effect through Islamic financial literacy. These findings support the argument that Islamic financial literacy plays a crucial role in the implementation of marketing communication toward Islamic financial inclusion. Research limitations/implications This study obtained exclusive data from clients of Bank Syariah Indonesia in three major cities in Indonesia, namely, Surabaya, Semarang and Yogyakarta, enabling significant potential for generalizing these findings to other Islamic financial institutions and metropolitan areas, both domestically and internationally. The data collection method primarily used a semistructured questionnaire to gather quantitative data. The study is purely cross-sectional; thus, its approach does not consider factors of clients that could be investigated through a longitudinal approach. Practical implications This study underscores the importance of Islamic financial literacy in enhancing Islamic financial inclusion through marketing communication. It highlights that marketing efforts targeting Islamic banking customers can significantly influence Islamic financial inclusion, both directly and by improving Islamic financial literacy. Therefore, Islamic financial institutions need to focus not only on building a strong Islamic brand image but also on strengthening customers’ understanding of Islamic financial principles through effective communication strategies. This would facilitate increased community participation and engagement in Shariah-compliant financial products and services. Originality/value It is essential for a large Muslim population globally, such as in Indonesia, to ascertain the effectiveness of Islamic communication and branding by Shariah-compliant banks. There should be mediating factors such as strengthening Islamic financial literacy intensively through various media to enhance Shariah financial inclusion.

I won’t become obsolete! exploring the acceptance and use of GenAI by marketing professionals

PurposeGenerative Artificial Intelligence (GenAI) is reshaping the marketing landscape by enhancing creativity, enabling personalised customer engagement, and streamlining operations. Its transformative impact on content creation opens new opportunities for marketing communication. This study examines how marketing professionals perceive its strategic value and investigates the psychological factors shaping their expectations and attitudes towards its adoption.Design/methodology/approachThis study adopts a qualitative research approach, using semi-structured interviews with marketing professionals in the pharmaceutical sector to explore their expectations for GenAI adoption. The pharmaceutical industry’s complex communication needs, strict regulatory requirements, and focus on innovation make it an ideal context for this investigation. Additionally, its underrepresentation in academic marketing research adds further relevance to the study.FindingsMarketing experts do not view GenAI as an immediate threat. However, they are concerned about its long-term impact, particularly its potential to automate complex creative and strategic tasks, reducing the need for human involvement. The results emphasise the lasting importance of human creativity and sensibility, especially in pharmaceutical marketing, where effective communication relies on nuance and empathy. This study contributes to theory by incorporating psychological factors, such as the fear of obsolescence, into traditional technology adoption models, offering new insights into how GenAI can enhance rather than replace human creativity.Originality/valueThis study offers fresh insights into the adoption and implications of GenAI in marketing by focusing on the perspectives of industry professionals. Unlike prior research centred on technical advancements or consumer outcomes, this paper highlights the managerial viewpoint, exploring how GenAI enhances creativity, transforms content creation, and supports strategic goals in marketing communication. It also addresses key challenges, such as regulatory hurdles and the psychological impact of automation, providing a comprehensive understanding of how GenAI is poised to redefine marketing practices.

A Review of Data Analytics and Machine Learning for Personalization in Tech Sector Marketing

This paper reviews the data analytics and machine learning applications in enhancing the personalization of digital marketing communications within the technology sector. Our review focuses on key areas such as customer segmentation, predictive analytics applications, real-time data processing, and behavioral and sentiment analysis. Using an exploratory and qualitative research approach, we examine 61 articles, reports, and case studies. Our study highlights how data-driven and machine learning methodologies improve customer responsiveness and marketing strategies. Our findings reveal that analytical techniques contribute to increased sales through more personalized advertising, fostering stronger customer relationships. Additionally, the growing adoption of these approaches to strengthen digital marketing is a key trend explored in this secondary data-based research.

Optimalisasi Media Sosial Instagram sebagai Sarana Promosi Destinasi Pariwisata Kota Bogor

Bogor City is one of the cities in Indonesia that offers a wide variety of tourist destinations. This diversity provides many options for travelers when choosing their vacation spots. However, these destinations would not be widely recognized by the public without optimal promotional efforts. This study discusses the role of the Tourism and Culture Office of Bogor City as a Regional Government Organization (OPD) under the Bogor City Government, which is responsible for developing the tourism and creative economy sectors. One of its main tasks is to promote tourism in Bogor City. Social media, particularly Instagram, is utilized as a tool for promotion. Through its official account @smilingbogorcity, the Tourism and Culture Office promotes various tourist destinations in Bogor. Using Instagram as a promotional medium provides benefits such as spreading information about tourism to a broader audience and encouraging people to visit. Effective marketing communication strategies on the @smilingbogorcity account are implemented to ensure that Bogor's tourist destinations become the top-of-mind choice for the public when planning a trip.

STORYTELLING AS AN INNOVATIVE MARKETING TOOL

The study explores storytelling as an innovative marketing tool that enhances brand communication by creating emotional connections with consumers, shaping an authentic image, and building trust and loyalty. In today’s digital age, when competition is intense and consumer attention is fragmented, storytelling helps brands engage audiences through compelling stories and emotional appeal, making their messages more memorable and impactful. The relevance of the topic lies in the growing demand for authenticity in brand-consumer interactions. Traditional advertising is losing influence, while digital platforms require companies to integrate storytelling in social networks, video marketing, and corporate communications to enhance audience connection and brand perception. The purpose of the study is to analyze the effectiveness of storytelling in marketing and provide recommendations for Ukrainian businesses. Given the economic instability and changing consumer expectations due to the war, companies must adopt innovative communication strategies to maintain engagement and trust. The research methodology includes qualitative content analysis, statistical analysis, and comparative analysis of global storytelling practices. Key storytelling techniques, such as emotional triggers, character-driven narratives. These approaches create engaging content that fosters audience interaction and emotional involvement. The results confirm that storytelling strengthens brand trust, creates emotional connections, and increases competitiveness. Well-designed narratives improve brand recall, consumer trust, and long-term loyalty, helping companies effectively communicate their values and stand out in saturated markets. The practical value of the study lies in recommendations for Ukrainian businesses on integrating storytelling into marketing strategies. By adapting stories to digital platforms and tailoring narratives to audience expectations, companies can increase engagement, customer loyalty, and brand awareness, ensuring sustainable growth in a competitive market. Emphasizing authenticity, creativity, and emotional appeal will allow businesses to maximize the impact of their storytelling efforts.

Marketing experiences in older adult learning: Fostering friendliness, distinctiveness, and word of mouth

ABSTRACT Active Aging Learning Centers (AALCs) have been established in every township, city, and district across Taiwan, offering localized learning opportunities for older adults. Understanding how to effectively market learning programs in these centers to attract and retain participants is a crucial issue. This study explored the marketing experiences of AALCs by interviewing 18 AALC organizers. In total, 5 men and 13 women aged between 38 and 75 years (average age, 56 years) were recruited. The constant comparative method was used to analyze the interview data. The results revealed that marketing for older adult learning must address several challenges, including government emphasis on performance, regional competition, community development needs, characteristics of older adults, course pricing systems, and the COVID-19 pandemic. The interviewees evaluated AALC resources, community conditions, and age-friendly principles to determine the scope and strategies of their marketing efforts, and the results were used to discuss whether traditional or technological marketing approaches are more useful for promoting activities offered by the centers. Interactions with older adults also reflect different marketing communication approaches. Additionally, marketing based on distinctiveness relies heavily on word of mouth, which yields the most effective and stable marketing results. This approach not only attracts public interest and participation in AALCs but also initiates a learning trend, fostering the development of both courses and communities. The aforesaid findings provide valuable insights for policymakers, program planners, and instructors in their marketing and promotion efforts.

Responsible Marketing Communication in Online Gambling: A Systematic Review of Strategies Targeting Youth

This study examines the marketing communication strategies used by online gambling and betting (OGB) operators and their impact on young people, a group that is particularly vulnerable to gambling. Through the application of the conceptual framework of the conversion funnel and a systematic review of the literature, the communicative strategies and tactics deployed in each phase of the player's journey are comprehensively analysed. The results reveal that strategies such as normalization of the game, personalized promotions and emotional narratives generate cumulative effects that increase the risk of problematic behaviours among young people, from the misperception of control to the intensification of compulsive patterns. On the basis of these findings, a good practice guide that offers clear guidelines for operators to use communication in designing more ethical and responsible gambling experiences is proposed. This work not only contributes to the understanding of the marketing communication dynamics of the sector but also lays the foundation for future research and the development of regulatory policies that prioritize the protection of vulnerable users without compromising the commercial viability of the sector.

Religious Moments as the Basis of Omni-Channel Marketing Communication Management at Prima Aqiqoh Bandar Lampung

The livestock business is a unique business, different from ordinary businesses such as the daily necessities business. The livestock business is usually associated with special moments, namely Eid al-Adha (qurban) and aqiqoh. This business is very interesting to study, because this business is related to: special moments, special goods and services, as well as special market segmentation and target markets. The aqiqoh business is closely related to religious awareness as well as closely related to the economic capabilities of young Muslim families, when they decide to carry out aqiqoh. Similarly, the sale of livestock at the moment of Eid al-Adha, only occurs in a once-a-year period. Therefore, the livestock business requires marketing communication management that is managed specifically, different from other business marketing. This research method was conducted to obtain data through interviews, observations and documentation on the object of research. The purpose of this research is to find out how marketing management uses omni channels as a means of marketing livestock by utilizing religious moments, namely aqiqoh and qurban carried out by PT Prima Aqiqoh Lampung. The results of this study indicate that the combination of Instagram social media utilization and social networking is very effective for livestock business marketing media, especially at religious moments of aqiqoh and qurban.

Empowerment Through Integrated Marketing Communication (IMC) Assistance and Training to Improve the Economy in Orphanage Communities

Purpose: Since the Covid-19 pandemic, the Siti Khadijah Al-Kubra Orphanage has initiated self-reliance in its operations, particularly through small businesses. This effort was driven by the decrease in donors since the Covid-19 pandemic, which affected the economy in the orphanage's surrounding community. The business ventures include refillable water and laundry services. Method: The methods used in this service include training, technology application, technology assistance, and sustainability. Practical Application: The goal of this community service is to provide training and guidance on integrated marketing communication within the orphanage environment to improve the economy. This initiative is carried out in collaboration with the Siti Khadijah Al-Kubra Orphanage. Conclusion: This community service activity resulted in approximately 90% understanding among participants regarding integrated marketing communication, small business management, and the application of technology to support business sustainability.

Anthropomorphism and transparency interplay on consumer behaviour in generative AI-driven marketing communication

Purpose This study aims to investigate the impact of Generative AI (GAI)-produced marketing communication on consumer trust and behavioural intentions, particularly purchase intention. This study explores how GAI’s anthropomorphism and transparency influence these outcomes. The findings aim to expand existing research and provide actionable guidance for integrating GAI into practical marketing strategies. Design/methodology/approach A sample of 444 participants was recruited through Prolific to complete a survey based on different types of marketing contexts. Then, the dataset created through the survey data is analysed using statistical analysis to test the impact of the anthropomorphism of GAI on consumer behaviour in two marketing communication scenarios: chatbots and promotion advertisements (posters). Findings Anthropomorphism enhances purchase intention directly and indirectly through perceived social presence and trust. Transparency, i.e., the disclosure of AI-generated content, weakens the effect of anthropomorphism on social presence, decreasing the impact as transparency increases. Marketing scenarios (chatbot vs poster) influence the strength of these effects, with chatbots amplifying the mediating role of social presence and trust. However, the overall mediation mechanism linking anthropomorphism to purchase intention through social presence and trust remains stable across different communication scenarios and levels of transparency. Originality/value Few studies have comprehensively explored the impact and mechanisms of GAI on multi-faceted consumer behaviour intentions. This study provides new insights and findings on applying anthropomorphic GAI in marketing communication.

Analysis of Customer-Based Brand Equity Strategy Through The Digital Branding Process in The Social Sharing Happiness Campaign As A Social Crowdfunding Startup

This study examines the influence of consumer-based brand equity through the digital branding process on consumer loyalty in the Sharing Happiness social campaign. With the increase in internet users in Indonesia, people's behavior in donating has also undergone a transformation, switching to digital platforms. This study uses a quantitative method with a correlational approach to analyze the relationship between brand equity and consumer loyalty, which is measured through repeat purchase, retention, and referral. The results of the analysis show that high brand equity has a positive impact on consumer loyalty. Simultaneous and partial hypothesis tests show that the Customer Based Brand Equity strategy significantly affects consumer loyalty in the form of repeat donations, positive comments, and referrals. This research provides insights for business people and marketers about the importance of branding strategies in the digital era to increase consumer loyalty in the crowdfunding sector. This finding is expected to be a reference for the development of adaptive and innovative marketing communication strategies in the face of dynamic changes in consumer behavior.

Analisis EWOM, Citra Merek, Dukungan Selebriti, dan E-Referral dalam Pembelian Produk Fashion Muslim di E-Commerce

Research Aim: To examine the impact of EWOM, brand image, celebrity endorsement, and e-referral on purchasing decisions for Muslim fashion products through E-Commerce. Method: A mixed-method approach with 150 quantitative respondents and 20 qualitative participants in Jakarta, Depok, Bekasi, Bogor, and Tangerang. SPSS was used for analysis. Findings: This study suggests celebrity endorsement significantly impacts customer purchases of Muslim fashion products through E-Commerce. Theoretical Contribution: This study provides a new theoretical contribution by demonstrating that digital marketing communication variables such as e-referral, brand image, and EWOM cannot work alone to influence purchase decisions but must be combined with celebrity endorsement. Practical Implications: E-Commerce businesses should maximize collaborations with celebrity endorsers to boost market penetration and consumer trust. Research limitation: Limited to specific regions and four marketing variables, suggesting future research on other factors influencing online purchasing decisions.

Implementasi Word of Mouth Marketing Brand Ciganjur Outdoor dalam Membangun Brand Awareness

Word of mouth (WOM) marketing is an effective marketing communication strategy that utilizes direct recommendations from consumers to other potential consumers. This research aims to analyze the implementation of the WOM marketing strategy carried out by Ciganjur Outdoor, an MSME providing outdoor equipment rental services in Jakarta. The research was conducted using qualitative methods through in-depth interviews, observation and documentation. The results show that Ciganjur Outdoor has implemented a WOM strategy with the elements talkers, topics, tools, taking part, and tracking. Through direct interaction with potential consumers and utilizing feedback, Ciganjur Outdoor seeks to build brand awareness and strong relationships with consumers. The obstacles faced are the lack of human resources and the lack of optimal use of outdoor communities. This research is expected to provide insight into the implementation of WOM strategies, especially for MSMEs in the service industry.

Analisis Strategi Komunikasi Pemasaran Prabowo Subianto dan Partai Gerindra Melalui Platform TikTok

Social media has evolved into a crucial nexus for political promotion and communication during the 2024 General Election in Indonesia. This scholarly investigation undertakes an analysis of the digital marketing communication strategies employed by Prabowo Subianto and the Gerindra Party through the TikTok platform. The central focus lies on elucidating the strategic utilization of digital content to cultivate a specific political image and enhance audience engagement, particularly among younger demographics. Employing a descriptive qualitative research methodology, this study incorporates content analysis, observational techniques, and a review of pertinent academic literature. The findings reveal that the Gerindra Party strategically leverages the affordances of TikTok, such as short-form video, prevalent musical trends, and emergent platform trends, to disseminate political messaging in a simplified yet appealing manner. The deployment of creative and dynamic digital content demonstrates efficacy in fostering a positive candidate and party image, concurrently amplifying interaction with younger segments of the electorate. Nevertheless, this research also identifies salient challenges, notably the potential for the propagation of disinformation and the imperative for maintaining rhetorical consistency across digital communications. The scholarly implications of this study contribute valuable insights into the efficacy of the TikTok platform within the realm of modern political communication and underscore the exigency for the strategic adaptation of digital marketing paradigms within the electoral context.

The Superpower of a Superbrand: Advertising, Social Media, Marketing, Public Relations, and Event Strategies in Shaping Brand Image in Oppo Indonesia

In Indonesia's competitive smartphone market, many brands struggle to optimize marketing tools effectively and fail to identify the right target market, leading to missed growth opportunities. A strong brand image is crucial for shaping public perception and aligning with consumer expectations. This paper examines OPPO's marketing strategies, emphasizing its advertising, social media engagement, marketing public relations (MPR), and event experiences as key elements in building a compelling brand image. Using a qualitative case study approach, the research includes in-depth interviews with three stakeholders at OPPO Indonesia and two marketing and PR experts to evaluate the effectiveness of these strategies. The results reveal that marketing communication strategies must be enhanced with creative content that emotionally engages audiences. This study introduces a new perspective on how brands can leverage their community to actively participate in shaping the brand narrative and building stronger connections with consumers. The research highlights that a positive brand image is vital for targeting the right markets, leading to improved sales performance and market share. The insights from this study offer valuable guidance for marketing professionals seeking to develop effective communication strategies to build and sustain brand equity in the dynamic smartphone market.

Integrating dance with the AIDA framework: Advancing sustainable behaviors through dynamic marketing communications for environmental sustainability

Integrating dance with the AIDA framework: Advancing sustainable behaviors through dynamic marketing communications for environmental sustainability

Digital Marketing Communications of PT. Adhi Darma Cargo in Building Brands Awareness

Adhi Darma Cargo is a company that operates in the logistics sector, particularly in cargo management. Currently, Adhi Darma Cargo is undergoing a leadership transition, initially led by I Nyoman Mawiana and now shifting to the leadership of his eldest son, Hendra Arimbawa. Under Hendra's leadership, the company is focused on building brand awareness through digital media. This approach acknowledges that the first generation of Adhi Darma Cargo tended to emphasize simpler methods for brand awareness. As the company enters a new era of globalization, it recognizes that information in the digital realm circulates rapidly. This research utilizes integrated marketing communication theory, comprising five elements: advertising, sales promotion, public relations and publicity, direct marketing, and personal selling. According to the research findings, Adhi Darma Cargo has implemented these five elements of the marketing communications mix through its extensive use of digital media, particularly social media. With this implementation of the marketing communications mix, Adhi Darma Cargo aims to achieve high brand awareness and become better recognized by the broader community as one of the top choices for quality cargo services Bali. Keywords: Cargo, Marketing Communication Mix, Brand Awareness

The Effect of Customer Experience and Video Marketing on Satisfaction Levels and Word-of-Mouth on TikTok in West Java

This study investigates the effect of customer experience and video marketing on satisfaction levels and word-of-mouth in the context of TikTok usage in West Java, Indonesia. Utilizing a quantitative approach, data were collected from 230 TikTok users through a structured questionnaire employing a Likert scale (1-5). The analysis, conducted using Structural Equation Modeling - Partial Least Squares (SEM-PLS 3), reveals that customer experience and video marketing significantly influence satisfaction levels and word-of-mouth. Customer experience emerges as the more influential factor in shaping user satisfaction and advocacy. These findings underscore the importance of optimizing both user experience and marketing strategies to enhance consumer engagement and loyalty. This study contributes to the growing body of literature on digital marketing and consumer behavior, offering actionable insights for businesses aiming to succeed on social media platforms.

ANALISIS PENGGUNAAN BAHASA INDONESIA DALAM IKLAN PRODUK KOSMETIK DI TIKTOK TERHADAP DAYA TARIK KONSUMEN

The purpose of this study is to evaluate how the use of Indonesian language in cosmetic advertisements on the TikTok application affects customer attraction. Indonesian, as the official language used by most Indonesians, is very important for building successful relationships between sellers and buyers, especially in digital marketing. The method of data collection is to thoroughly look at user ratings and comments on cosmetic product promotional videos on TikTok. The number of likes or comments, as well as the language patterns used in the content and user responses, especially those using Indonesian, are recorded to obtain data. To get a better picture, several additional criteria are also examined, such as the number of views and engagement rate. The results of the study indicate that using formal, clear, and innovative Indonesian in product descriptions, reviews, and promotions can increase customer trust and comfort and have a positive impact on their level of interaction. These results strengthen the theory of marketing communication and consumer perception, which states that marketing content with the right language can increase consumer loyalty and strengthen brand image. In addition, this study provides deeper insight into language-based marketing tactics in e-commerce, especially on TikTok, and offers suggestions on how to optimize local communication to support business success.

Digital Marketing Communication Strategy of Internet Service Provider Companies in Strengthening Brand Awareness

In the competitive ISP industry, brand awareness is crucial for customer retention and market growth. Digital marketing communication strategies offer a powerful tool to enhance brand visibility, yet their effectiveness for ISPs remains underexplored. This study examines how ISPs in Indonesia utilize digital communication channels to strengthen brand awareness, identifying key strategies and their impact. A quantitative approach was employed, with data collected from 500 internet users via stratified random sampling. A validated questionnaire measured variables like social media engagement, email marketing, and brand recall. SPSS software facilitated descriptive and regression analyses. Results indicated that social media (69.04% adoption) and banners (47.37%) were the most effective channels, with content relevance and interactivity significantly boosting brand recognition (p < 0.05). Challenges included misinformation risks and low engagement in email campaigns. The study underscores the need for ISPs to prioritize interactive, platform-specific content and integrate metrics-driven campaigns. Policymakers and marketers can leverage these insights to design targeted digital strategies, fostering trust and loyalty in a dynamic market.