This study aims to analyze the marketing communication strategy implemented by Lido Lake Resort by MNC Hotel in maintaining brand existence after its acquisition by MNC Land. A qualitative descriptive approach was applied, utilizing observation, in-depth interviews, and documentation. Informants including marketing managers, and communication staff were selected through purposive sampling. Data were analyzed using thematic analysis involving coding, categorization, and theme development, validated through source triangulation and member checking. The results reveal three main findings: (1) 85–90% of the marketing budget was allocated to digital channels emphasizing social media optimization, (2) influencer collaboration became the core strategy to expand market reach and engagement, and (3) synergy within the MNC ecosystem and the Special Economic Zone (KEK) Lido City strengthened hotel visibility and brand perception. Effectiveness was reflected through digital interaction growth, audience reach expansion, and improved brand image among guests. The findings highlight the importance of consistent cross-channel messaging and brand identity reinforcement during post-acquisition integration.

It is widely recognized that agricultural mechanization can significantly transform the productivity of smallholder farming systems in sub-Saharan Africa. However, the level of adoption remains very low despite various policy initiatives and donor-funded programs. This study examined the marketing determinants influencing the adoption of agricultural machinery by smallholder maize farmers participating in the Machinery Ring Project in Bungoma County, Kenya. The research used a cross-sectional design employing both quantitative and qualitative methods to explore social and economic attributes, market conditions, and farmers’ adoption behavior. A total of 1,000 farmers were surveyed, and 150 respondents were selected through a stratified random sampling method proportionate to the size of the population. Primary data were collected using semi-structured questionnaires. Data analysis involved descriptive and inferential statistics conducted with SPSS (v.23). The study employed multiple linear regression to assess how product information, product price, event marketing, and face-to-face marketing influenced machinery adoption. The results indicated that face-to-face marketing (β = 0.456, p < 0.001), product information (β = 0.216, p = 0.018), and event marketing (β = 0.174, p = 0.038) are significant drivers of adoption. Conversely, product price (β = 0.026, p = 0.745) was not statistically significant. The findings suggest that cost is not the primary factor in the decision to mechanize. The study concludes that enhancing farmer-centered marketing communication, digital extension services, and a cooperative-based service model will be effective in accelerating inclusive mechanization and sustainable transformation in Kenya.

ABSTRACT The phaseout of third-party cookies is reshaping digital marketing communication by disrupting how advertisers target audiences, allocate budgets, and justify media and messaging choices. While firms in developed markets are investing in first-party data and AI-driven tools, advertisers in emerging markets face infrastructural and organisational constraints that complicate these decisions. This study examines how advertisers in Bangladesh evaluate cookieless alternatives, focusing on organisational role, work experience, and perceived cost-effectiveness. Drawing on the heuristic-systematic model and cognitive load theory, Study 1 surveys 196 advertisers and shows that specialists rely more on systematic evaluation of information quality, whereas managers place greater weight on heuristic feasibility cues such as compatibility. Study 2 uses expert interviews analysed through the Technology-Organisation-Environment framework to contextualise these patterns and highlights regulatory pressure, skills gaps, and organisational silos. The findings extend dual-process theory in marketing communication by showing that evaluative cue weighting is role-embedded and shaped by resource and organisational constraints rather than uniformly applied. Practically, they underscore the importance of cross-role coordination and feasibility-oriented cost framing when planning cookieless strategies in budget-constrained settings.

Abstract Social media platforms are now crucial marketing tools for companies looking to engage with customers in the digital age. Instagram has become the most popular of these platforms, especially among younger users. With the advent of Instagram Reels, marketers now use brief yet captivating videos to interact with their audience. This study looks into how young customers' brand recognition is affected by Instagram Reels and brief videos. The purpose of the study is to determine how young social media users' recognition, memory, and perception of brands are affected by brief video material. The study made use of both primary and secondary data. A systematic questionnaire was used to gather primary data from young respondents who often use Instagram. Secondary data about digital marketing and consumer behaviour was gathered from books, scholarly journals, and internet sources. The results show that Instagram Reels are crucial for raising young people's brand awareness. Consumers can learn about new brands, retain brand messaging, and form favourable opinions of items with the aid of brief video material. In order to increase the efficacy of short video marketing, the study also emphasises the significance of innovation, entertainment, and influencer marketing. The study comes to the conclusion that Instagram Reels are now a useful marketing tool for companies looking to raise brand awareness and engagement among young customers. Keywords: Influencer marketing, social media marketing, brand awareness, youth consumers, Instagram reels, short videos, and consumer engagement

The study analyzes the influence of digital marketing on customer experience in the hospitality sector, with the moderating role of e-service quality. As hotels increasingly rely on digital tools, it becomes essential to understand how these tools shape guest perceptions and service outcomes. Digital marketing is conceptualized through social media marketing, AI-driven interaction, and video marketing. Guided by the Social Exchange Theory, and supported by insights from Service Quality Theory for the moderating role of e-service quality, data were collected using structured questionnaires distributed to hotel managers and marketers in Saudi Arabia. Structural Equation Modeling Smart PLS was used to examine the direct effect of digital marketing on customer experience and the moderating influence of e-service quality. The results show that the greatest direct impact on customer experience (β = 0.493) is caused by AI-Driven Interaction, followed by Video Marketing (β = 0.315) and Social Media Marketing (β = 0.288), all of which are significant at 0.05. Additionally, interaction terms show that the link between AI-Driven Interaction and Customer Experience is strongly moderated by E-Service Quality (β = 0.221, p 0.05). The findings show that all three digital marketing dimensions significantly enhance customer experience. In addition, the relationship is strengthened when digital service delivery is perceived as responsive, user-friendly, and personalized. The results confirm the role of e-service quality as a key factor that enhances the effectiveness of digital marketing efforts. Theoretically, this study advances Social Exchange Theory by demonstrating how reciprocal value is generated through digital marketing practices in hospitality. It also extends Service Quality Theory by showing how e-service quality shapes the strength and direction of digital marketing’s influence on customer experience. Practical implications suggest that hotel managers should focus not only on adopting digital tools but also on maintaining high standards of digital service. This alignment can improve guest satisfaction and engagement. The study contributes to the hospitality field by offering empirical evidence and encourages further investigation in other tourism markets and customer groups.

The rapid development of the digital economy has fundamentally transformed the professional role of economists, expanding it beyond traditional analytical and forecasting functions. Modern economists increasingly operate in datadriven environments where economic information must be processed, interpreted, and communicated visually for decisionmakers, clients, and market stakeholders. The growth of e-commerce, digital marketing, and platform-based business models has intensified the demand for specialists capable of integrating economic analysis with visual communication tools. However, higher education programmes in economics often remain focused on quantitative calculations and theoretical modelling, insufficiently addressing the development of visual and applied digital competencies. The purpose of this article is to substantiate the role of computer graphics and design in the formation of professional competencies of bachelor students in economics and to determine their contribution to analytical thinking, visual communication, and applied digital skills within the framework of the digital economy. The research is based on the analysis and synthesis of contemporary scientific literature on digitalisation of economic education, a systemic approach to defining the place of computer graphics and design within economics-oriented educational programmes, and functional analysis of graphic tools used for economic data visualisation. Additionally, the study generalises teaching experience obtained through a laboratory workshop in the discipline “Computer Graphics and Design”, which focuses on practical tasks related to economic analysis, e-commerce, and marketing communication. The findings demonstrate that computer graphics and design perform analytical, communicative, and applied functions in the professional training of future economists. Mastering tools for image processing, infographic development, mock-up creation, and digital advertising enables students to visualise economic data, interpret complex indicators, and present analytical results in a structured and comprehensible form. The integration of graphic tools into economics education enhances students’ ability to analyse market trends, support managerial decision-making, and design visual content for business communication in digital environments. Practical assignments based on real economic contexts contribute to the development of interdisciplinary skills combining economics, design thinking, and digital literacy. Computer graphics and design should be regarded as an integral component of bachelor-level economics education in the digital economy. Their systematic integration into educational programmes strengthens professional mobility, improves graduates’ competitiveness in the labour market, and increases the practical relevance of economic training. The article proposes incorporating design-oriented laboratory workshops into economics curricula as an effective means of developing visual communication competencies. Further research should focus on assessing learning outcomes related to visual-economic skills and expanding interdisciplinary educational models in economics.

Food waste is characterised as a complex, wicked and multi-faceted problem with adverse environmental, social and economic implications. One way of addressing this challenge is to enhance the effectiveness of messages employed to promote food waste reduction behaviour. This study reviews literature on message frames employed to address the problem of food waste at consumption settings such as households, restaurants and hotels. A systematic literature review of quantitative, qualitative and mixed method studies focusing on consumer level food waste reduction was conducted. With the aid of the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework, 33 studies published between 2015 and 2024 were reviewed. Thematic content analysis was used to conduct data analysis. The use of multiple food waste reduction message frames was identified as a growing trend, although there is lack of consensus on the best integration approach. The effectiveness of food reduction message frames was found to be influenced by differences in consumers' construal levels, message design, behaviour inducements and consumption context. Messages that blame consumers for wasting food were found to have a backfiring effect that triggers resistance to engage in food waste reduction initiatives. The results of this study underscore the importance of developing an integrated social marketing communication intervention that incorporates multiple message frames. The prevalence of different construal levels associated with food waste affirms the role of segmentation, targeting and positioning in the development of food waste reduction intervention programmes.

Integrated Advertising as a Part of Integrated Marketing Communication in Egyptian and Jordanian Market

This study aims to analyse the influence of Online Travel Agent (OTA) on room booking decisions at The Sultan Hotel & Residence Jakarta. The background of this research departs from the increasing role of OTAs in the hospitality industry as one of the main channels of digital marketing that influences consumer behaviour in the booking process. This study uses a quantitative approach with a survey method on respondents who have booked rooms through OTA. OTA variables are measured through indicators of ease of access, promos or discounts, competitive prices, and customer reviews, which are assumed to influence interest, purchase decisions, and customer satisfaction. The results of simple linear regression analysis showed that OTA had a significant influence on room booking decisions, with a determination coefficient value (R²) of 56.8%. The hypothesis test (t-test) showed significant results (sig. 0.000 < 0.05), which confirmed a strong relationship between OTA use and increased room bookings. These findings highlight the importance of digital marketing communication for hotels in maximizing the potential of OTAs to increase room sales, strengthen competitiveness, and optimize the management of customer information and reviews to improve customer satisfaction. Theoretically, this study contributes to the development of digital marketing communication theory, particularly in explaining how OTA platforms function as persuasive communication media that integrate information quality, promotional attractiveness, and electronic word-of-mouth in shaping consumer decision-making in the hospitality sector

ABSTRACT This paper systematically reviews the existing literature on the impact of emerging trends, particularly social media, on capital market communication. It presents the current state of research and identifies differences among evolutionary stages. Following a comprehensive database search, we examined 84 peer-reviewed journal articles published over the past 20 years and categorized them into four thematic clusters. The findings reveal that public companies must strategically adopt new communication channels to address increasing stakeholder empowerment, and corresponding information demands to maintain communicative relevance on the capital market. Enhanced collaboration among accounting, investor and public relations, and marketing functions highlights the growing need for cross-disciplinarity. Limited research exists on the impact of new information intermediaries of the financial community and social media sub-trends on capital market communication. To address these gaps, we introduce a framework of strategic capital market communication that extends beyond traditional corporate reporting and investor relations practices to address a broader range of stakeholders. This study provides valuable insights and practical implications for communication and accounting scholars, as well as investor relations and corporate communication practitioners, who are seeking to navigate the emerging trends in strategic capital market communication.

The rapid growth of social media platforms has transformed marketing strategies among fashion Micro, Small, and Medium Enterprises (MSMEs), particularly through the use of digital content and short-form video promotion. This study aims to examine the impact of digital content quality and short video marketing on brand awareness and engagement levels among fashion MSMEs in West Java. A quantitative research design was employed using survey data collected from 155 MSME owners and managers through a structured questionnaire measured on a Likert scale. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS 3). The results indicate that digital content quality has a positive and significant effect on brand awareness and engagement levels, while short video marketing significantly enhances both brand visibility and audience interaction. Brand awareness also demonstrates a significant positive influence on engagement and acts as a partial mediating variable between digital marketing strategies and engagement outcomes. These findings suggest that visually appealing and informative content combined with short video formats can strengthen brand positioning and improve customer interaction in digital environments. This study contributes to digital marketing literature by providing empirical evidence from the fashion MSME sector in West Java and offers practical insights for businesses seeking to optimize their social media strategies in competitive markets.

The rapid growth of social media platforms has altered modern marketing techniques, establishing influencer marketing as the dominating promotional strategy. Influencers serve as opinion leaders, shaping consumer views, trust, and purchasing decisions through sponsored content. Simultaneously, the structure of social media advertising-particularly video-based vs poster-based content-has a significant impact on customer engagement. This study looks at the effects of influencer marketing and social media advertising formats on customer behavior, engagement, website visits, and purchase intent. 127 individuals provided primary data using a standardized questionnaire. The influencer-mediated consumer engagement theory (IMCET) serves as the study's theoretical framework. The findings show that influence credibility and video marketing greatly increase customer engagement and buy intention. The study has theoretical and operational significance for digital marketers and adds to the influence of marketing literature.

The development of digital technology encourages MSMEs to adapt more interactive and experience-oriented marketing communication strategies. One emerging form of digital marketing innovation is live commerce, which enables real-time interactions between businesses and consumers. This study aims to analyze how the implementation of live commerce packaged with a cozy aesthetic approach is used as a marketing communication strategy for MSMEs in building digital consumer loyalty. This study uses a qualitative approach with a descriptive research type through case studies. Research data were obtained through observations of MSMEs' live commerce practices, analysis of marketing communication patterns, the application of cozy aesthetic visual and emotional elements, and consumer responses in digital interactions. The results show that the integration of live commerce with cozy aesthetics can create a warm, personal, and comfortable communication atmosphere, thereby increasing trust, emotional engagement, and closeness between MSMEs and consumers. This strategy not only has an impact on increasing short-term interactions and transactions but also contributes to building sustainable digital consumer loyalty. Thus, live commerce packaged with a cozy aesthetic approach can be an effective and relevant marketing communication strategy for MSMEs in facing competition in the digital era..

Purpose Corporate readability—the ease with which stakeholders comprehend a company's written communications—is essential for fostering transparency, trust, and informed decision-making. In financial services, including banking, clear and accessible corporate disclosures are critical for regulatory compliance, customer relations, and institutional credibility. This study emphasizes the present-day importance of the readability gap—the persistent mismatch between the complexity of corporate disclosures and stakeholders' ability to understand them— and examines the evolution of corporate readability research across different countries over several decades, highlighting its relevance to financial services marketing and discussing its alignment with Sustainable Development Goals (SDGs). Design/methodology/approach This study adopts a quantitative bibliometric literature review approach based on metadata analysis rather than a systematic literature review. Using data from the Web of Science Core Collection, 1,714 documents published between 1981 and 2025 were analyzed with Bibliometrix in R and Python-based network analysis tools. Findings The findings reveal notable disparities between developed and developing countries in corporate readability research. Developed economies, such as the United States and the United Kingdom, have prioritized readability in financial disclosures, particularly in the context of regulatory transparency and investor relations, contributing to institutional trust and market stability (SDG 16). In contrast, developing countries, including China and India, have increasingly focused on the role of digital transformation in corporate readability, particularly in sustainability and financial reporting (SDG 12). Additionally, addressing linguistic diversity and financial literacy challenges in emerging markets supports SDG 10 by promoting equitable access to corporate information. Practical implications The study highlights the importance of improving readability strategies to enhance stakeholder engagement across industries, including financial services. For financial institutions, ensuring clarity in customer communications, financial reports, and regulatory disclosures can enhance trust and long-term relationships. In developing markets, leveraging digital tools and multilingual communication strategies can help bridge information gaps and improve financial literacy, fostering greater transparency and market participation. Social implications Enhancing corporate readability contributes to a more inclusive and transparent business environment, which is particularly relevant in sectors such as banking, insurance, and financial services, where trust and comprehension are critical. By improving the accessibility of corporate disclosures, organizations can support financial inclusion, responsible consumption, and sustainable governance practices. Originality/value This study is among the first to provide a comprehensive bibliometric analysis of corporate readability research, clearly outlining how it differs from previous studies by integrating a global scope, linking to SDGs, and offering sector-specific implications for financial services. It identifies key trends and regional differences with broad implications for business communication and financial services marketing. By aligning readability with SDGs, the study underlines its importance in promoting transparency, trust, and informed decision-making in corporate and financial contexts.

This study aims to analyse the register used by fashion marketers in social media communication by examining its linguistic characteristics and communicative functions. The study employs a descriptive qualitative approach grounded in the framework of Systemic Functional Linguistics, particularly the concept of register, which comprises field, tenor, and mode. The research data consist of promotional texts in the form of captions and posts taken from fashion marketers’ social media accounts selected through purposive sampling. Data were collected through documentation techniques, while data analysis involved several stages, including data reduction, classification based on the elements of field, tenor, and mode, and interpretation of language functions. The data were analyzed using qualitative thematic analysis to identify patterns of register and communication styles in fashion marketers’ social media content. The analysis began with organizing and reviewing the questionnaire responses and observational data, followed by coding linguistic features such as lexical choices, tone, code-switching, and register elements (field, tenor, and mode). The findings reveal that the register used by fashion marketers is predominantly persuasive and interpersonal, characterized by the use of informal vocabulary, evaluative adjectives, and invitational sentence structures. In terms of field, language is employed to promote fashion products and lifestyles; in terms of tenor, the relationship constructed between marketers and audiences is familiar and egalitarian; meanwhile, in terms of mode, communication is realized in written form with semi-oral characteristics. This study contributes to the field of applied linguistics, particularly to register analysis in the context of digital marketing communications.

Guided by Leech’s Politeness Principle, this study analyzes the pragmatic failures in the Florasis eyebrow pencil incident. The findings reveal that as a lead anchor, Li Jiaqi’s sales discourse during the livestream violated the Politeness Principle, which includes tact, generosity, approbation, modesty, agreement, and sympathy maxims. Multiple violations of the Politeness Principle negatively impacted both his personal image and the reputation of the livestreaming industry. Therefore, the paper proposes some pragmatic suggestions for streamers based on the Politeness Principles, aiming to raise awareness of harmonious marketing communication between viewers and streamers and provide insights for improving livestreaming sales discourse.

The market for plant-based milk alternatives is one of the fastest-growing segments in the functional beverage industry, driven in recent years by health-conscious lifestyles, sustainability considerations, and changing food purchasing habits. This study aims to present current consumer trends and motivations, as well as to explore the economic significance of plant-based milk alternatives in the European Union and Hungary. The research is based on secondary market data analysis and two focus group studies, which provided insights into consumer attitudes and perceptions related to advertising activities. The analysis covers revenue data from the largest markets, the diversity of consumption drivers, and the visual and messaging elements found in communication strategies. The findings may contribute to defining target group–oriented marketing communication and identifying opportunities for market development.

It is natural for consumers to compare themselves with one another as human beings in various aspects of life. Right from childhood, directly or indirectly, everyone is compared with some person or another by those concerned, whether it is one’s own parents, teachers, friends, colleagues or others. It starts so early in life that by the time one moves from childhood to teenage and further, they start comparing themselves with every other person throughout their life, whether at home, at the workplace or anywhere else. This constant comparison, initially by others and later by oneself, makes everyone a strong target of brand communications directed to satisfy one’s ego in acquiring or possessing brands just because someone else in their circle is having it, in order to get an equal, if not an upper hand, in comparison to that other person. This article tries to unearth how companies use integrated marketing communication to make consumers feel that something is missing in their life just by not having or using some brand or another, which motivates them to acquire it, thereby bridging the gap. Once it gets bridged, another gap is highlighted by IMC, and the process goes on endlessly in everyone’s life.

Increasingly intense business competition requires companies to design effective marketing communication strategies to build brand awareness. This research aims to analyze the effectiveness of the event sponsorship strategy implemented by PT Tiga Bintang Sejahtera Food through a low-cost staple food bazaar in enhancing brand awareness, using key performance indicators (KPIs) as an evaluative framework to assess the achievements of the sponsorship strategy. The method used is a participatory descriptive qualitative approach, with informants consisting of bazaar participants and event organizers. Data were collected through in-depth interviews and participatory observation, then analyzed by identifying themes, patterns, and findings related to brand awareness. The results show that interactive booth activities, product sampling, and direct product education increased brand recognition, built positive associations, and strengthened perceived quality based on the performance indicators established in this study. These findings confirm that event sponsorship is an effective marketing communication strategy for local Fast Moving Consumer Goods (FMCG) companies, while also providing practical guidance for companies in designing more targeted and impactful sponsorship activities. This study is expected to serve as a reference for similar companies in developing effective and sustainable sponsorship-based marketing communication strategies.

This study investigates the impact of TikTok marketing campaigns on impulse purchasing among Generation Z Malaysian consumers, specifically the fast-fashion retailer SHEIN. It seeks to uncover which aspects of marketing, including influencer endorsement, entertainment value, scarcity signals, and personalized recommendation, have the greatest impact on impulse buying intention. A quantitative method was undertaken by conducting an online survey of 200 Gen Z consumers to gather behavioral data. Results reveal the significant push of impulse buying by TikTok marketing, driven foremost by emotional excitement and felt urgency generated by influencer credibility and time-limited deals. Entertainment and content genuineness were also revealed to boost consumers' confidence and interaction towards the brand. Implications are drawn that the interactive TikTok environment weakens consumers' cognitive inhibiting power, inviting spontaneous, emotionally driven buying decisions. Findings present useful lessons for marketers that short video is required to enhance interaction and sales rate, and draw attention to the importance of responsible marketing communication targeting youth digital consumers