Marketing Communication Practices Research Articles

Heralding Sustainable Marketing Communication Practices among Business Organizations in Nigeria: The Imperative of Sustainability Advertising

Heralding Sustainable Marketing Communication Practices among Business Organizations in Nigeria: The Imperative of Sustainability Advertising

L’alliance entre les artistes et les marques : Intérêts croisés et limites des démarches design

Collaborations between artists and brands have become common place. We investigate their cooperation through two emblematic cases. First, the Masters Collection project, a collaboration between Louis Vuitton, Jeff Koons, and the Louvre, and second, the Air Force 1 project, a collaboration between Louis Vuitton, Virgil Abloh, and Nike. To analyze the shared interests and inherent limits of these projects, we analyzed online data collected between May and August 2022. After presenting the historical context of the alliance between art and brand design, we indicate the field of tensions between artistic practices and contemporary industrial issues. Based on this analysis, we highlight the trivialization of the convergence between art and marketing-communication practices via our research questions: What are the links between artists’ and brands’ strategies? What are the characteristics and socio-economic logics of their collaboration? What value is created (or not) by their collaboration and for whom? We analyze the role of the artist who, through a work that ressembles design practices, operates a punctual mediation between the symbolic universes of the different stakeholders. This dialogue integrates not only aesthetic characteristics, but also project constraints (temporal, budgetary, and material constraints). We indicate, that by collaborating with brands, the artist takes on the function of a designer. A detailed analysis of these collaborations allows us to identify five key trends: 1. A diversification of collaboration strategies between artistic and branding practices. 2. A difficulty of dissociating their positioning. 3. An increase in the frequency of collaboration. 4. Experimentations with more extravagant collaborations. 5. An orientation towards political collaborations.

Competitive advantage for life: an industry view of marketing communication education

ABSTRACT A competitive advantage is the desired outcome of a sound marketing communication strategy. However, there are scant explorations of how marketing communication education can build competitive advantages for students entering the workforce. Taking an industry perspective, a leading CEO reflects upon marketing communication practice and raises questions about disciplinary changes in practice and the necessary response of marketing communication education. We explore these questions and derive insights through a literature review which assembles existing research in marketing communication education, and we explore these insights further using Collective Intelligence. Thought leaders in the marketing communication industry interact and share ideas, revealing key insights into necessary skill sets. The paper concludes with a discussion of marketing communication education and its competitive advantage for both work and life.

Gender and socio-economic differences in South African consumers’ sentiments toward marketing practices

Studies on modern consumers’ sentiments toward marketing in an emerging market context are vital. This paper compares demographic differences in South African consumers’ sentiment toward marketing. Data were collected via a survey with 444 diverse consumers residing in the Tshwane metropolitan area. The findings revealed that South African males are significantly less satisfied with marketing communication practices compared to females. Consumers earning lower income were significantly less positive towards marketing in general as well as product quality, price, and selling practices. Afrikaans-speaking consumers’ attitudes were less positive towards marketing communication. The finding can guide the marketing industry to advance its image by adjusting its practices and coordinating with the government and other stakeholders to collaborate.

Digital marketing communication of Somethinc brand on instagram @somethincofficial

The advent of the digital era has spurred numerous companies to employ marketing communications strategies. Such endeavours serve as a means to influence and remind consumers about the array of products or services they offer. A particularly prominent approach for companies entails utilising digital marketing communications. In this context, the focus extends beyond mere product promotion; instead, it centres on disseminating valuable, pertinent, and consistent content to captivate and retain consumers. For this study, Instagram has been selected as the platform of interest due to its prevalence as a content distribution channel. The primary objective of this research is to explore the practices of digital marketing communications employed by the Something brand through its Instagram presence. To this end, the Krippendorff content analysis method has been applied to discern the nature of posts related to digital marketing communications on the official Instagram account @somethincofficial. The analysis was conducted on posts from 1 August 2022 to 31 October 2022. The study's findings reveal that Somethinc's digital marketing communication practices on Instagram predominantly revolve around informative and reminding advertising. These strategies are pivotal in engaging the audience and reinforcing brand awareness on the platform.

The Value of Integrity: Empowering SMEs with Ethical Marketing Communication

Small- and medium-sized enterprises (SMEs) have faced criticism for their use of adversarial and deceptive marketing communication practices, which present challenges to ethical and sustainable development. This study aims to examine the factors influencing ethical marketing communication and their impact on value creation. With a robust dataset comprising responses from 183 participants and an impressive 85% response rate, structural equation modeling through ADANCO was employed to analyze the influence of each ethical communication factor on value creation. The findings reveal a positive relationship between ethical communication and value creation, benefiting all stakeholders involved. Moreover, the study emphasizes the importance of adhering to ethical principles and establishing mutually beneficial agreements with stakeholders to achieve successful outcomes in ethical communication. These findings underscore the significance of adopting ethical marketing communication practices to drive value creation and promote societal well-being. By incorporating ethical principles into their communication strategies, businesses can enhance their brand reputation, cultivate trust among customers, and contribute to the overall betterment of society.

How to tell the crisis: effects of stealing thunder by self-disclosing corporate violations

ABSTRACT Tensions between legal counsel and crisis teams are well established. Crisis management best practices in marketing communication urge for quick and full disclosure in the organization and society’s interest. Further, governments encourage organizations to voluntarily report misdeeds. However, organizations often hesitate on quick and full disclosure or even resort to silence, fearing social and legal ramifications of a spokesperson’s words and proactive actions. This study investigates crisis communication outcomes of a voluntary disclosure strategy referred to as stealing thunder to manage a crisis caused by legal violations. The results of a series of moderated serial mediation analyses show that perceived crisis severity and anger serially mediate the relationship between the stealing thunder x CSR history interaction to influence (a) attitudes toward the company, (b) perceived company ethics, and (c) investment intentions. Results add to recent theory building surrounding stealing thunder in crisis communication while pragmatically supporting a transparent approach to marketing communication practices.

Pemanfaatan Influencer Berbasis Virtual dalam Komunikasi Pemasaran

The utilization of virtual influencers is growing along with the advancement of technology. The high demand from brands for collaboration creates an opportunity for virtual influencers to become a profitable business. The presence of virtual influencers raises the question of how effective they are when compared to human influencers, as many brands use virtual influencers to promote products that are targeted for human consumption. This research aims to examine the development of virtual influencer trends, opportunities and challenges, and its future in marketing communication practices. The research approach is qualitative with a case study method. Data was collected using observation and documentation. Three virtual influencer accounts were purposively selected for further analysis. The results showed that the trend of virtual influencers is growing in brand campaigns. Full control, time and cost saving, and flexibility are the opportunities of virtual influencers. However, virtual influencers are considered incapable of displaying emotional reactions and building trust. Even so, the utilization of virtual influencers has the potential to continue to grow in the future, especially in marketing communication practices.

Behind the curtain of payday lending: revealing consumer insights and ethical challenges in Indonesia and the USA using web-scraping methods

PurposeThis paper aims to explore the consumer insights and ethical concerns surrounding the online payday loan services available in the Google Play Store. This research was conducted to compare whether the presence or absence of debt collection protection acts in a country creates differences in consumer experiences regarding the ethics of payday loan collection. Specifically, the study compares customers’ experiences in both the Indonesian and US markets.Design/methodology/approachIndonesia and the USA were chosen because they have very different regulatory structures for the payday loan industry. The data was scraped using Python from 27 payday loan apps on the Indonesian Play Store, resulting in a total of 244,697 reviews extracted from the Indonesian market. For the US market, 446,010 reviews were extracted from 14 payday loan apps. The data was further analyzed using NVIVO.FindingsThe results suggest that consumers of payday loans in Indonesia and the USA hold positive views about the benefits of payday loan apps, as revealed by the word frequency and word cloud analysis. Notably, customers in both countries did not express any negative sentiments regarding the unethical interest rate charged by the payday loan, contradicting what is commonly reported in academic literature. However, a distinct pattern of unethical conduct was observed in both countries concerning marketing communication and debt collection practices. In the Indonesian market, payday loan companies were found to engage in unethical debt collection activities. In the US market, payday lenders exhibited unethical behavior in their marketing communication, particularly through deceptive advertising that makes promises to consumers that are not delivered.Originality/valueThe study aims to provide evidence on the various experiences of customers in the presence and absence of debt collection regulations using a novel methodology and a large sample, which strengthens the results and conclusions of the study. The study also intends to inform policymakers, particularly the Indonesian government, about the need for specific laws to regulate the debt collection process and prevent unethical practices. Ultimately, the study is expected to protect the rights of consumers from a deceptive marketing communication or unethical debt collection practices in both the Indonesian and US markets.

Perception of Influencers among Young Consumers: An Overview of Marketing Communication Practices in Social Media from a Social Comparison Perspective

Etkili kişilerin alternatif pazarlama iletişimi stratejisi olarak giderek daha fazla kullanılıyor olması, bu kişilere dair sosyal karşılaştırma süreçlerini ve hedef kitleler tarafından bu kişilerin nasıl algılandığını belirlemeyi önemli kılmaktadır. Bu araştırmada, sosyal medyadaki etkili kişilerin takipçileri tarafından nasıl algılandığı ve bunun pazarlama iletişimi uygulamalarına olan yansıması sosyal karşılaştırma perspektifinden ele alınmaktadır. Nitel araştırma deseniyle gerçekleştirilen çalışma, sosyal medyayı aktif kullanan, asgari iki farklı etkili kişiyi takip eden, üniversite öğrencisi 16 katılımcıyla gerçekleştirilmiştir. Veriler, yarı yapılandırılmış görüşme tekniğiyle toplanmış, tümevarımsal yaklaşımla analiz edilmiştir. Görüşmeler sonucunda, katılımcıların etkili kişilere yönelik görüşleri “etkili kişilere yönelik algı ve motivasyonlar”, “etkili kişilere yönelik duygular ve sosyal karşılaştırma” ve “marka-etkili kişi iş birliği ve sosyal karşılaştırma” temaları altında toplanmıştır. Araştırma sonuçlarına göre katılımcılar, kendilerine yakın hissettikleri etkili kişilere karşı daha olumlu yaklaşmakta, katılımcılarda olumlu izlenimler daha çok yukarı yönlü asimilasyon olarak ortaya çıkmakta, sınırlı da olsa sempati, acıma gibi aşağı yönlü asimilasyon kodlarına rastlandığı görülmektedir. Ayrıca kıskançlık, haset gibi yukarı yönlü kontrast duygularla sıklıkla karşılaşılırken, etkili kişinin yetersiz görüldüğü durumlarda belirginleşen aşağı yönlü kontrast duygular da gözlenmektedir. Etkili kişi – marka iş birliği boyutuyla bakıldığında ise etkili kişinin, reklam içerikli paylaşımlarda benimsediği doğal akışın dışına çıkmasının tüketiciler tarafından olumsuz karşılandığı tespit edilmiştir.

Strategi Komunikasi Pemasaran melalui Digital Marketing Minyak Kayu Putih pada Kelompok Tani Hutan (KTH) Wonolestari, Desa Wonoharjo Boyolali

Eucalyptus is a type of productive plant in the forestry sector which has a fairly important role in the essential oil industry. Farmers of Wonoharjo Village, Kemusu District, Boyolali Regency cultivate eucalyptus plants and process them into eucalyptus oil products independently. Eucalyptus farmers in Wonoharjo Village are members of the Wonolestari 1 and Wonolestari 2 Forest Farmer Groups (KTH) who are still experiencing problems in carrying out a product marketing system, especially in the utilization of communication technology. Therefore, it is necessary to assist farmers in marketing eucalyptus oil products. The purpose of this community service activity is to provide education, assistance and training as an effort to increase the knowledge and skills of eucalyptus farmers in Wonoharjo Village in processing eucalyptus oil to have a high selling value by implementing online-based integrated marketing communications. The method of implementing service activities is carried out by preparing material handbooks, marketing socialization packaged through workshops, training, digital marketing communication practices with the preparatory and execution stages. The socialization activities carried out are able to increase the knowledge of eucalyptus oil farmers regarding digital marketing through several social media such as Instagram, Youtube and E-Commerce applications namely Shopee. Mentoring activities are expected to be able to increase product marketing by reaching consumers widely so that people's incomes also increase.

Exploring crisis communications during a pandemic from a cruise marketing managers perspective: an application of construal level theory

ABSTRACT Crisis communications are vital to business in times of uncertainty because clear messaging inspires confidence, keeps stakeholders updated and will help companies continue to trade successfully. Recently, the COVID-19 crisis has challenged traditional communication practice in the cruise sector, highlighting the limitations of traditional crisis communications approaches. Applying Construal Level Theory, this study aims to consider psychological distance and construal levels in cruise practitioners messaging. The study relies on a qualitative research design. We interviewed 15 experts to understand how the industry communicates with travellers during a time of crisis. The data analysis adopts the Gioia method which uses a sensemaking and sense giving approach. This study’s contribution is threefold. First, we extend existing knowledge about crisis marketing communication practice by focusing on cruise practitioners’ instead of travellers’ perspectives. Second, we identify an additional temporal stage, which has not been previously considered by Construal Level Theory, to communicate with travellers. We label it, ‘critical crisis communication mid-point’. Third, we offer a preliminary practitioner-led conceptualization of managing crisis marketing communications for the cruise and other service industries.

Brand contact integration in the Ethiopian beer market

This paper assesses Integrated Marketing Communication (IMC) and brand contact integration in three areas that have received insufficient research attention. The study was conducted in a region that has received little research coverage (Ethiopia), a low involvement product sector (brewing) and from the theoretical perspective of the Nordic School. Following a series of in-depthinterviews and an inductive content analysis, we find that the brewer’s messaging is similar to the international norm, differing only in emphasis and application. Publicity and personal promotion are emphasised, product quality receives great attention, the company concentrates on a narrowly defined service interface, and a strong market-back strategy is evident in its communications. The Nordic School model of brand contact integration offers a heuristic prism for the assessment of communication integration, and we conclude that IMC principles are firmly embedded in the marketing communication practice of the Ethiopian brewer, but with characteristics that are specific to its unique market conditions.

BALANCED MESSAGING FOR EXPERIENCED LAPTOP CONSUMERS

This research aims to obtain empirical evidence about the impact of “balanced messaging” (a marketing communicationpractice where both strengths and weaknesses of a product are communicated to consumers) in marketing communication on consumers’ brand loyalty. With three laptop brands being the subjects and university students in Indonesia being the sample, surveys with an experimental design were conducted. Participants (n = 90) were randomly grouped into those being exposed to product’s strengths only (Group A), product’s weaknesses (Group B), and product’s strengths and weaknesses (Group C) – with 30 participants in each group. Using ANOVA, the results indicate that balanced messaging can be as constructive as imbalanced messaging, which focuses merely on strengths in the context of brand loyalty. With several limitations, this preliminary study is expected to benefit marketers to create fairer marketing communication.

A Conceptual Framework for the Internalization of a Sport Object through Sport Video Gaming

As the sport marketplace has become competitive, sport organizations are challenged to attract and maintain sport consumers. Using sport video games as a marketing communication strategy may be a good way to reach young sport consumers due to the popularity of sport video games(SVGs). Based on Kim and Ross’ findings (2006, it is believed that playing SVGs may foster a psychological connection with a sport team. The current study assumes the extent to which motives to play SVGs and a sense of presence contribute to explain a psychological connection with a sports team (i.e., internalization) based on the Fan Attitude Network (FAN) model (Funk & James, 2004). The internalization model of a sport object through sport video gaming is proposed based on the review of literature. The model assumes that motives to play SVGs and a sense of presence contribute to explaining what variables contribute to a sport identity. The purpose of the study is to understand the influence of motives to play SVGs and a sense of presence on a sport identity. A theoretical model depicting the relationship between motives to play SVGs and a sport identity, the relationship between a sense of presence and a sport identity, and the interaction effect between motives and a sense of presence on a sport identity was proposed. Testing the proposed model would contribute to the understanding of what drives sport video gamers to facilitate personal connections with their favorite teams and guide implications for marketing communication practice.

Komunikasi Pemasaran Wisata Halal Di Banyuwangi dan Gunungkidul

The concept of Halal Tourism began to be adopted in Indonesia in 2014 and is getting stronger in Indonesia following the 2016 World Halal Tourism Award in Dubai. Several regions or districts responded to this by opening halal tourism, including Banyuwangi Regency and Gunungkidul Regency. Banyuwangi Regency launched tourist area branded as ‘the first sharia beach tourism in Indonesia’, namely Santen Island Beach. Meanwhile, Gunungkidul Regency is on Torohudan Beach. The research method used is a case study. The discussion includes marketing strategy and marketing communication mix, showing the implementation of halal tourism management on Santen Island Beach was successful at the beginning with very strong branding evidence, marketing communication practices have maximized marketing strategy and communication mix. At Torohudan Beach, the community prefers the principle of ‘Muslim friendly tourism’, and in its implementation it needs support from the local government. Keywords: branding, Halal Tourism, muslim friendly tourism, sharia beach tourism

Exploring internal organisational communication dynamics in the professional football industry

PurposeRelative to the increasing focus on organisations’ outward communication consistency and coherency, the internal communication taking place between different organisational functions is under-explored. The study aims to address the following two research questions: What form does cross-functional communication take within organisations? How do features of the communication work climate influence the form of cross-functional communication?Design/methodology/approachThe study draws on qualitative data generated from semi-structured interviews with media and marketing managers from 33 professional football organisations operating in the English Premier League.FindingsThematic patterns between internal communication practices and different communication climates lead to the development of a new internal organisational communications typology, comprising: Type 1: collaborative symmetrical communication (cohesive climate); Type 2: unstructured informal communication (friendly climate); and Type 3: cross-functional silos (divisive climate).Originality/valueInternal organisational communication practices are deemed fundamental to organisational success, yet there remains limited empirical evidence of the form such practices take or how they interact with features of an organisation’s communication climate. The study introduces a new internal organisational communications typology to develop and extend the theory and practice of internal marketing communications.

Knowledge Assessment of COVID-19 Symptoms: Gender Differences and Communication Routes for the Generation Z Cohort

This paper explores the generation Z (Gen Z) cohort’s self-assessed knowledge regarding the coronavirus disease 2019 (COVID-19) symptoms as well as their interest in acquiring information and learning more about the transmission and spread of the severe acute respiratory syndrome coronavirus 2 (SARS-COV-2 virus) and the COVID-19 symptoms. Additionally, it investigates gender differences in self-assessed knowledge of COVID-19 symptoms. Field research employing a nonprobability sampling method with an online questionnaire resulted in collecting 762 valid questionnaires. Data analysis included descriptive statistics, factor and reliability analysis, and the independent sample t-test. Results reveal that overall symptom knowledge was assessed higher than the self-assessed knowledge of the 13 specific symptoms. No gender differences were detected regarding self-assessed knowledge of the following COVID-19 symptoms: cough, dyspnea, anorexia, productive cough with expectoration (phlegm), headache, and diarrhea. On the other hand, for self-assessed overall knowledge of COVID-19 symptoms, as well as self-assessed knowledge of COVID-19 symptoms related to fever and fatigue, myalgia (muscle pain), pharyngodynia, nausea–vomitus, hemoptysis, and abdominal pain, the t-tests conducted showed that there are statistical differences in knowledge assessment between male and female subjects. Based on the outcomes, the paper provides marketing communication practices targeting this young generation cohort to raise awareness so that Gen Z’ers may react effectively if these symptoms are observed and, thus, request medical assistance.

THE ROLE OF PRODUCT COMMUNICATION IN CONSUMER TRUST

Product communication is a powerful marketing communication practice where brands can establish effective dialogue with consumers. Based on the concrete and abstract benefits of the product, displaying the product itself and transforming it into a channel is a strategy of increasing value in creating a sense of trust in the consumer and product. In this study, the relationship between product communication and consumer trust was questioned. The research questions of the study are as follows; What is the relationship between product communication and consumer trust?, Does product package affect consumers' trust in the product?, Do the trusting dimensions of product communication affect brand trust?, Does the trust dimension developed in the context of product communication differ according to the demographic characteristics of consumers?. Food category-specific research in the retail sector was conducted by survey method in a local supermarket in the city center of Bartın (In Turkey) with the participation of 500 people. The construct in this study is designed to relate the relationship between product communication and trust factor according to their dimensions. The independent variable in the study is product communication, and the dependent variable is trust. It is aimed to reveal the direction and significance level of the relationship between the two variables. The data were analyzed by parametric tests. Exploratory factor analysis was applied during the evaluation process of the scales. During the process of data evaluation, t-test, Anova test (One-way), Scheffe test, pearson correlation and regression analysis were used. According to the study findings; the concrete properties of the product (color, shape, size, smell) have been found to be effective in building trust in the brand, product and package. The relationship between the attractiveness of the package and the fact that it is in the forefront and brand trust in general has been found to be positive and significant. However, it is determined that it does not affect the level of trust in brand, product and package statistically. As a result of the special communication activities related to the product in the shopping environment and the emphasis on product package, a significant relationship was established with brand trust in general level. It increases the level of trust in package and the level of trust among consumers in brand criterion. However, on the factor basis, it has been found that special communication dimension did not affect "the brand intention and reliability" and "trust in the product". The strong company message and the perceived ease of use of the package, which are emphasized at the point of product communication, affect the trust in brand, product and package and increase the level of trust. It has been shown that special communication activities related to the product in the shopping environment affect the trust in package and brand trust. The strong company message highlighted in product communication and perceived ease of use of package affect the trust in brand, product and package and increase the level of consumer trust. It was observed that there was a moderate level of participation in the constant renewal of the package and special communication activities related to the product in a store. The process of change and renewal related to the product and package becomes meaningful for the consumer if it is supported by the communication activities of the brands. The positive side of the package renewal process reveals that the brand actually works hard, making the necessary improvements for its consumers and shows an innovative attitude. Conducting special communication activities related to the product within the store is also relevant to the time spent by the consumer in the store. It is concluded that in-store communication activities affect product-based gains and consumer trust. The product was sold in a special place in the market alone and that the product package was more visible than the advertisements of the brand and the emphasis on the package in the advertisements had a high level of participation. Communication activities and in-store stand movements, which are believed to gain originality to the product attract the attention of consumers. Displaying the product alone in the market attracted the attention of the consumer and according to the results of the research, it has managed to become a trust element. Emphasis on package in advertisements indicates that the consumer is offered a product and package supported by communication efforts. According to the results of the research, the fact that package of the product is displayed at the forefront and the emphasis on the package with the communication efforts seem to have gained the trust of the consumer. Keywords: Marketing Communication, Product, Trust, Consumer

ADVERTISING SPEND: ADOPTION OF ISLAMIC BANKING IN THE BOTTOM OF THE PYRAMID MARKET OF PAKISTAN

The study investigated to remedy the research gap of measuring the moderating effect of advertising spend on consumer adoption behavior of Islamic banking at the bottom of the pyramid (BOP) market of Pakistan. Cross-sectional research data collected from a total of 300 respondents of which 267 (89%) were useful to analyze the test on the framework of the research. SEM approach was used to test the hypothesized relationship of the framework in two sequential steps wherein the 1st step the reliability and validity analysis was performed and in the 2nd step sequential structural analysis among the variables were conducted with and without moderation. The empirical analysis confirmed a positive direct relationship of Perceived Usefulness (PU), Perceived Ease of Use (PEOU), and Advertising Spend (AS) on the adoption of Islamic banking (AIB) in the Bottom of the Pyramid Market. AS further confirmed the hypothesized relationships of the variables through increased individual predicting power of the PU and PEOU on the AIB with an overall effect size of f 2 value of 0.565. The overall adoption value of the r2 increased from simple moderation of 0.482 to moderating r2 value of 0.669 thus depicting 18.7 percent interaction effect of the AS. The study suggests that the advertising spends on marketing communication practices should be well-focused by the managers to penetrate in the BOP market of Pakistan. Moreover, future research can eliminate the limitation of the cross-sectional analysis and generalizability of the results as a functional probability in the other regional settings and industrial sectors by adding more variables to predict the adoption behavior with different roles. The consumer adoption behavior of the low-income markets has not yet been examined for Islamic banking in Pakistan. The research is useful for the industry to keep pace with the competition by focusing on the advertising and communication practices in this industry