Marketing Messages Research Articles

Enhancing the Effectiveness of Cause-Related Marketing: Visual Style, Self-Construal, and Consumer Responses

The visual presentation of cause-related marketing (CRM) messages is gaining increasing attention from researchers and practitioners. This study delves into the impact of the visual style of CRM messages on consumer responses and the moderating role of self-construal. The results demonstrate that visual style has a significant effect on consumer responses, as cause-focused messages engender a higher brand attitude and purchase intention than product-focused messages (Studies 1 and 2). Meanwhile, the effects of visual style on both consumers’ brand attitude and purchase intention are mediated by the perceived self-serving motives. Importantly, self-construal moderates the relationship between visual style and consumer responses (Study 2). Cause-focused messages lead to enhanced brand attitudes and purchase intentions than product-focused messages by reducing the perceived self-serving motives for consumers with an interdependent self-construal, although not for consumers with an independent self-construal. Grounded in these findings, the theoretical contributions and practical implications are discussed.

Analysis of the Influence of Social Media on Marketing Information Systems in the Digital Business World

This research aims to analyze the impact of social media use on marketing information systems in the context of digital business. The research method used was an online survey of a series of companies active in digital business, with a focus on the use and integration of social media in their marketing strategies. Data was collected through questionnaires distributed to marketing managers and analysis was carried out using descriptive statistical techniques. The research results show that social media has a significant influence on marketing information systems, with increased interaction between consumers and brands and efficiency in conveying marketing messages. Additionally, it was found that proper integration between social media and marketing information systems can increase the effectiveness of digital marketing strategies. In conclusion, the use of social media in the context of digital business has become a crucial element in strengthening marketing information systems, providing a vital platform for consumer interaction, and improving overall marketing performance. The practical implications of this research emphasize the importance for companies to understand and utilize social media effectively in optimizing their marketing information systems in the digital era.

A content analysis study exploring the marketing messages communicated to prospective female law school and MBA students

American law schools (JD) and Master of Business (MBA) programmes have made strides to recruit female students over the last two decades. As these schools begin to see an equal number of female and male students applying to their programmes, will these graduate programmes continue to market to prospective female students? This paper aims to understand how American JD and MBA programmes market to prospective female graduate students through the graduate programme admission webpages. To understand gendered marketing messages for JD and MBA graduate programmes, the researchers provide a review of the literature regarding the female, graduate school-choice model, perceived influence of the graduate admissions webpage and gendered marketing education messages. Next, using a content analysis study, the researchers examine 25 American JD and MBA programmes for frequency and type of gendered, graduate, school-choice marketing messages. The researchers offer conclusions, implications and ideas for education stakeholders.

Factors influencing brand love: A case study of Apple in Saudi Arabia

This paper aims to explore the factors that drive brand love for Apple in Saudi Arabia, which have not been studied previously. The study utilized the PROCESS macro on SPSS with models 4 and 15 to analyze the data collected from Saudi Arabian consumers. The findings confirmed that self-image congruence has both a direct effect, which equals 0.429, and an indirect effect through price perception, amounting to 0.083, on brand love. This means consumers who perceive themselves as similar to the brand in terms of personality, values, and lifestyles are more likely to develop a strong affection for Apple. The study also revealed the negative moderation of prestige sensitivity in the relationship between self-image congruence and brand love. In fact, the effect of self-image congruence on brand love is significantly higher (0.504) among individuals displaying low prestige sensitivity compared to those exhibiting high prestige sensitivity (0.323). However, the results did not support the moderation of prestige sensitivity in the relationship between price perception and brand love. Overall, this paper contributes to the existing literature on brand love, self-image congruence, price perception, and prestige sensitivity. The findings provide valuable insights for marketers to develop effective strategies to enhance consumers’ emotional connection with their brands. By understanding the importance of self-image congruence and considering the role of prestige sensitivity, marketers can better tailor their marketing messages and branding efforts to appeal to Saudi Arabian consumers. This study highlights the importance of cultural differences in consumer behavior and provides a basis for future research. AcknowledgmentThe authors extend their appreciation to the Deanship of Scientific Research at King Khalid University for funding this paper through a large group Research Project under grant number RGP2/407/44.

Longitudinal association between exposure to e-cigarette advertising and youth e-cigarette use in the United States

Background and aimE-cigarette marketing strategies are targeting and appealing to youth, particularly through social media. This study examined the longitudinal relationship between recalled exposure to e-cigarette advertisements on social media and across five traditional advertising mediums, and e-cigarette use, a year later. DesignWeighted regression analyses of waves 4 (W4; 2017), 4.5 (W4.5; 2018) and 5 (W5; 2019) from the Population Assessment of Tobacco and Health Study. SettingUnited States. ParticipantsYouth aged 12–17 years at W4 or W4.5 (N = 16,671). MeasurementsWe examined the association between past 30-day recalled exposure to six different e-cigarette advertisement mediums (gas stations/convenience stores, social media/websites, newspaper/magazines, radio, billboard, TV) in W4.5 and past 30-day and past 12-month e-cigarette use in W5, while controlling for W4 e-cigarette use and covariates such as sociodemographic variables, academic performance, peer cigarette/e-cigarette use and other substance use. Associations between recalled exposure (W4.5) and lifetime use (W5) among e-cigarette naïve youth at W4.5 (N = 8,914) were also assessed. FindingsPast 12-month and past 30-day e-cigarette use was significantly associated with recalled exposure to e-cigarette advertisement on social media/websites (aOR = 1.65 [99.17 %CI = 1.36,1.99; aOR = 1.49 [99.17 %CI = 1.13, 1.97]) and gas stations/convenience stores (aOR = 1.33; [99.17 %CI = 1.11,1.58]; aOR = 1.27 [99.17 %CI = 1.03,1.58]). Exposure to e-cigarette advertisement on social media/websites (aOR = 1.35 [99.17 %CI = 1.04,1.74]) and gas stations/convenience stores (aOR = 1.67 [99.17 %CI = 1.31,2.13]) was significantly associated with lifetime e-cigarette use among baseline youth who were e-cigarette naïve. ConclusionsExposure to e-cigarette advertisement on social media/websites and gas stations/convenience stores was associated with youth e-cigarette use a year later. Stricter restrictions on marketing in these mediums is needed to limit youth exposure to e-cigarette marketing messages if we are to reduce e-cigarette use.

Pengaruh Komunukasi Pemasaran Sebagai Promosi untuk Usaha Kecil Menengah


 
 To turn innovative ideas into viable businesses, an entrepreneur collects and brings together all the essential resources, such as money, people, business model, strategy and willingness to take risks. The marketing mix consists of four elements: product, price, location and promotion. Promotion as part of the marketing mix has a number of obstacles in terms of the effectiveness and efficiency of the marketing message to be conveyed. As a result, the concept of integrated marketing communication emerged, which integrates several marketing communication strategies to increase the effectiveness and efficiency of integrated marketing messages. An entrepreneur's ability to sell his brand will be aided by the knowledge, understanding and application of integrated marketing communications. The purpose of this study is to conduct a theoretical investigation of the relationship between entrepreneurship and integrated marketing communication as a marketing promotion approach. If done right, integrated marketing communications can help entrepreneurs introduce, form a positive impression, and retain clients for their companies.
 Keywords: Communication, Marketing, Entrepreneurship.

Detrimental effects of anthropomorphism on the perceived physical safety of artificial agents in dangerous situations

Designers of artificial agents often give them humanlike features, reflecting assumptions that humanlike agents evoke more positive evaluations than machinelike agents do. However, through four studies, the current article reveals a detrimental effect of anthropomorphizing embodied artificial agents. This effect occurs because these agents appear physically less safe in dangerous situations, which leads to consumers’ diminished self-safety perceptions and less favorable downstream consequences, both attitudinal (e.g., quality and trust perceptions, consumer evaluations, willingness to pay) and behavioral (e.g., information search, donation behavior). However, this detrimental effect is mitigated in non-dangerous situations or for artificial agents that usually do not operate in dangerous situations. The findings also reveal some theoretically important and practically relevant moderators. Specifically, when consumers receive marketing messages that direct their attention to artificial agents’ humanlike minds (e.g., cognitive and socio-emotional capabilities) rather than their humanlike bodies, the negative effect of anthropomorphizing artificial agents disappears. In addition to advancing emerging research on embodied artificial agents, this study provides practical guidance for marketers who plan to integrate artificial agents with humanlike features into their operations.

The Impact Of Infographics On Digital Marketing Campaigns: Strengthening Brand Communication And Reputation

Infographics have the ability to attract attention, provide simple explanations, simplify complex information, and help improve understanding and memory so that infographics are used as a marketing communication tool. This study aims to determine the impact of infographics on digital marketing campaigns: strengthening brand communication and reputation. This research uses a descriptive method with a qualitative approach. The qualitative approach emphasizes the meaning and understanding of the things around us, of course, which are directly related to our daily lives. The results show that infographics with their visually appealing designs and shareability on social media platforms further expand the reach and impact of marketing campaigns. By leveraging infographics, businesses can effectively convey their marketing messages, enhance brand reputation, and influence consumer behavior in a cost-effective way.

Exploring the Implications of Corporate Social Responsibility Assurance Messages in Cause-Related Social Media Marketing

Exploring the Implications of Corporate Social Responsibility Assurance Messages in Cause-Related Social Media Marketing

Formative Assessment of Beverage Consumption Among SNAP-eligible Alabamians to Inform SNAP-Ed Social Marketing Messages

Formative Assessment of Beverage Consumption Among SNAP-eligible Alabamians to Inform SNAP-Ed Social Marketing Messages

Marketing Communication in Attracting Students

In today's highly competitive higher education landscape, the increasing number of universities offering similar programs has intensified the competition for prospective students. As a result, students have become more selective in choosing their educational institutions. To attract the interest of prospective students, universities need to differentiate themselves through effective marketing messages and strategies. This study focuses on Universitas INABA and its efforts to communicate its unique values and advantages in terms of curriculum, facilities, faculty, and learning environment. The research begins with market analysis and identification of a target group of prospective students with similar needs and characteristics. Following market segmentation, Universitas INABA determines key messages to convey to these prospective students, emphasizing academic excellence, modern campus facilities, industry partnerships, and career development support. The selection of communication channels includes an informative and appealing university website, direct interaction through social media platforms, and participation in educational exhibitions. Effective marketing communication plays a vital role in building a positive brand image, increasing awareness and brand awareness, as well as boosting enrollment numbers. Continuous evaluation and improvement are essential for the university's marketing strategies. Data and feedback from prospective students, current students, and alumni are collected to evaluate the effectiveness of the marketing efforts. This research provides insights into the development and implementation of marketing strategies in higher education institutions, with implications for student recruitment and institutional success.

Ethical Consumption in the Digital Age: Analyzing Benefit Types, Temporal Distance, and Normative Factors for Gen Z

Purpose: This study investigates which message appeals more effectively induce consumers' ethical consumption by using combinations of self- or other-benefit appeals with future or present benefits and determines whether priming personal norms or social norms influences the effect.
 Design/methodology/approach: To test the theoretically derived priori hypotheses concerning the role of benefit, temporal distance, norms, and ethical consumption message, this research presented three experiments (two-Way ANOVA). The first test showed no difference in ethical consumption between the self- and other-benefit appeal types. The second experiment tested the hypothesis that self-benefit and other-benefit appeals are more effective for present and future benefits, respectively. The final experiment assessed whether self-benefit and other-benefit appeals primed with personal and social norms, respectively, would be more effective.
 Findings: Our results suggest that the appeal approach should be combined with either social or personal norms when the benefit is received to create more effective marketing messages when advertising ethical goods.
 Research limitations/implications: Owing to the growing trend in ethical consumption, we are becoming more concerned about animal welfare and seeking ethical meat options.
 Originality/value: This study promotes environmental sustainability, demonstrating that Method Products manufactures goods utilizing eco-friendly materials.

EMPLOYER REPUTATION BUILDING – A MANAGERIAL CHALLENGE IN HR MARKETING

Recruitment of desired employees in Latvia becomes increasingly challenging. Besides negative demography signals, competition between employers for talent is part of the tight job market. All of this and more is challenging for the businesses to effectively attract employees. Employer branding and recruitment marketing are widely known approaches used by businesses to fulfil their needs and speed up application quantities as well as promote employer attractiveness. Nevertheless, there is a lack of research discussing what effects external HR marketing brings to the labour market. The main task of this study is to analyse the recruitment marketing impact and determine how should recruitment marketing be evaluated. To achieve the goal, a literature review was performed and quantitative data from a survey were collected. The review of existing literature reflects the main factors that should be considered when evaluating recruitment. Additionally, attitudes shared by job seekers regarding recruitment marketing and expectations from employers were collected. The results of the survey showed that the recruitment marketing message can cause bias and encourages individuals to make biased decisions. This research provides a base for future studies by raising several questions – e.g., if the impact of recruitment marketing rises efficiency in the long term and if biases could be beneficial from a brand and an employee perspective, or they become less beneficial. Additionally, no research has considered whether the bias is increasing recruitment sustainability. Further research should be done to understand in what cases employer brand does not bring value to organizational image.

Creating Effective Marketing Messages Through Moderately Surprising Syntax

Language is critical to the effectiveness of marketing messages. Achieving a desired outcome requires arranging words to formulate a message (i.e., syntax), but this task is not trivial. The authors study the role of syntax in marketing communications by focusing on syntactic surprise (i.e., how unexpected the syntax of a message is). They introduce a measure that captures syntactic surprise, establishes its internal and external validity, and tests its effectiveness for marketing messages. In a series of studies that include field data and randomized field experiments from contexts such as donations, advertising, and product reviews, the authors show that a message's syntactic surprise is related to its effectiveness. This relationship follows an inverted U-shape, such that medium-syntactic-surprise messages are the most effective. The authors then conduct experiments on Facebook and Instagram to demonstrate how these findings can be used to write effective marketing messages. In collaboration with two independent companies, they show that ads for products, services, or jobs that are written with medium syntactic surprise result in higher click-through rates than ads written with low or high syntactic surprise.

MARKETING CONSTRUCTION OF THE TELEVISION MESSAGE

To be heard by your target customer and consumer, your message and your campaigns must be clear, coherent, empathetic and impactful. Deliver a calibrated speech about the buyer persona and eliminate obstacles as well as comprehension bias... This is the challenge you will be able to meet by preparing your marketing message. This preparation is, in fact, essential to set up an effective campaign and thus increase sales. As its name suggests, the marketing message encompasses the company's communication elements about its identity and the value it brings. The consumer is the economic entity (natural or legal person) who chooses, uses and consumes a service or goods and thus proceeds to their partial or complete consumption. This consumption is considered to be: "final", when the use of the consumed good corresponds to private personal use (drinking a glass of wine, watching a show, driving...); "intermediate", when the consumed good or service contributes to the creation of another good or service (a craftsman uses a car to travel to a client...). To construct an effective television message, it is necessary to take into account the particularity of this medium: the small size of the TV screen and the distance between the viewer and the image, spots often limited to 30 seconds, creative packages and signature restrictions, and a consumer who is often poorly engaged and pays little attention to messages, which you need to know how to interest them, surprise and seduce to convince.

Modeling behavioral economic strategies in social marketing messages to promote vegetable consumption to low-resource Louisiana residents: A conjoint analysis.

Behavioral economic strategies implemented within social marketing campaigns improve eating behavior. To identify which behavioral economic (BE) strategies in social marketing messages, i.e., messengers, norms, and commitments, will promote low-income Louisiana (LA) residents to add more vegetables to meals. Full profile traditional conjoint analysis survey with single concept ratings. Purposive sample of low-resource LA residents (N = 213) SETTING: Online survey INTERVENTION: Participants rated randomized concepts that featured a messenger and a message. Ratings (1-9) of likelihood to add vegetables to meals. A model of ratings was generated using mixed-effects multiple regression, which accounted for repeated measurement of participants. Interactions of variables and covariates were modeled. There was significant variation in the main effect of the messenger variable (P = 0.02) and the main effect of the message variable (P = 0.008). Pairwise comparisons demonstrated differences between friend (mean = 6.80) and mother (mean = 7.06, P = 0.03) as well as friend and normal weight doctor (mean = 7.03, P = 0.04). Pairwise comparisons demonstrated differences between descriptive norm (mean = 6.79) and grocery list commitment (mean = 7.02, P = 0.05) along with descriptive norm and injunctive norm (mean = 6.98, P = 0.04). Covariate models demonstrated main effects of race (P = 0.006) and gender (P = 0.0001). There was significant variation in the message variable and frequency of vegetable intake interaction (P = 0.01). Both message and messenger variables predicted the likelihood to add vegetables to meals. Race and gender influenced ratings to add vegetables. As reported vegetable consumption increased, behavioral economic messages improved the likelihood to add vegetables to meals. Behavioral economic approaches are well-suited to social marketing messages that aim to promote healthy eating behavior in low-income LA residents.

Caster Semenya as a “can-do” hero for “at-risk” girls: analyzing Nike’s neoliberal postfeminist advertisements

ABSTRACT To solidify itself as a socially progressive global brand, the U.S.-based sports apparel corporation Nike produces and distributes advertisements featuring women from around the world as empowered, independently motivated athletes, capable of transcending all boundaries through their pursuit of athletic excellence. Some advertisements feature celebrity non-Western athletes such as South African track and field star Caster Semenya as part of an overall marketing message founded on the purportedly universal ideal of “girl power.” This article argues that Nike’s global pro-women advertising can be understood as a Western-centric, neoliberal, postfeminist branding strategy that reinforces existing social inequalities and reproduces the economic exploitation endemic to contemporary capitalism. The article analyzes three of Nike’s advertisements from 2018 featuring Caster Semenya, focusing on how each universalize and normalize particularly Western, neoliberal, postfeminist ideals. Attention is given to the advertisements’ reliance on the specific neoliberal postfeminist themes of individual empowerment and Western-centered gender norms.

Characteristics of Gen-Z YouTube Viewers as Potential Consumers for Influencer Marketing

Generation Z are generation who are technology dependence and always look for enjoyment and connectivity. One way to achieve both is by watching videos on YouTube. This habit can be utilized by brands to advertise their products through YouTube marketing, particularly Influencer marketing, in which brands use social media Influencers to convey their marketing messages. This research aims to examine the characteristics of generation Z YouTube viewers and to find out whether these characteristics are beneficial for YouTube influencer marketing. To gather data, we carried out an online survey to 178 participants who were chosen because they were representing the cohort of Generation Z (from 18-to 34 years old). The results showed that the participants were active users of YouTube platform, known from the usage, number of subscribed channels, type of content preferred and sharing and commenting behaviour. The results of the study suggest that using Influencer marketing especially through YouTube, might be beneficial for companies to attract young consumers and make them into potential target market.

Personalisasi Pemasaran Email dalam Meningkatkan Program Loyalitas: Sebuah Konsep Komunikasi Pemasaran

This study aims to examine the interaction between email marketing in the loyalty program by looking at the reactions of program members to emails sent. Email marketing, as part of a marketing strategy plays an important role in achieving maximum profit in business practices. However, how to operate personalized email marketing is a challenge for companies. A good strategy needs to be formed to improve marketing messages that can convince consumers through consumer behavior in loyalty programs. The concept offered is to use theory construal by building goal distance and the appeal of marketing messages (cognitively emotional) in email marketing. This research model uses email campaign samples from Indonesian airline companies taken during the period August - November 2022. The analysis method uses Panel Logit and Binomial Model Regression. The findings explain that there is a reciprocal and significant relationship between the distance of the message and the attractiveness of the message to the loyalty enhancement program. It was concluded that there was a significant relationship when the position of the target distance was at a 'large' level, so that cognitive appeal had a more persuasive impact than emotional appeal; so that an abstract framing message will have a more positive impact that effectively affects the level of achievement of the goal distance compared to a concrete appeal. Research has also found that when members/customers are close to their goals, emotional appeals have a more effective effect than concrete messages.

Fashion Versus Comfort: Exploring the Gendered Marketing Messages of Sport Team Licensed Merchandise

Sport team licensed merchandise plays an important role in sport fan experiences. Existing work has explored how consumers perceive these items, motivation and consumption habits, and intent to purchase. Extending upon the performative sport fandom framework, this study explores the marketing messages of sport fan merchandise, and the resulting implied gendered and fan performances. Employing a multimodal critical discourse analysis, we analyzed the top 20 T-shirts for men and women for five National College Athletic Association institutions on their official ecommerce sites. By examining the text descriptions, visual images, and messages perceived when combining text and visuals, we found that the marketing messages of clothing items rely heavily on traditional discourses of femininity and masculinity, placing gender performances as more relevant to fan performances for women. Atypical designs suggest alternative gender and fan performances but continue to indicate that gender identity is central to clothing appearance and messaging to consumers.