Online Marketing Communication Research Articles

Conceptualizing ephemerality in online marketing communication for consumers and firms

Purpose Consumers send billions of messages with high ephemerality each day, yet the effects of this type of communication are relatively unknown. Online ephemeral communication refers to sending and receiving information with a predetermined, finite lifespan in computer-mediated environments. The purpose of this paper is to conceptually understand online marketing communications with high ephemerality relative to messages with low ephemerality within a consumer’s goal system. Design/methodology/approach This paper is an attempt to conceptually understand how high ephemerality differs from low ephemerality, particularly as online ephemeral communication has emerged and is widely used by consumers and firms. Goal systems theory is applied to understand how ephemerality is a means for consumers to reach their communication goals. Findings Consumers are more likely to use messages with high ephemerality to impress with narrowly relevant content, regulate emotions, build social relationships, persuade others through peripheral cues and protect privacy, but messages with high ephemerality are less likely to help consumers manage their impression, acquire or share useful information or present strong arguments. It is also proposed that messages with high ephemerality can help marketers increase interest through frequent peripheral cues, including fun and friendly content, drive sales by creating a sense of urgency and increase loyalty, but are less likely to increase awareness, build interest through flattering or informative content or drive sales through transactional messages. Research limitations/implications This study primarily advances the goal systems literature by introducing ephemerality. The defining feature of ephemerality, lifespan, also has research implications for studies of word-of-mouth marketing. The propositions in this study are ready for empirical investigation as to when consumers and firms choose to send messages with low or high ephemerality. Practical implications Firms need to understand how consumers are using messages sent with low and high ephemerality in order for firms to best move consumers through the sales funnel. Originality/value To the best of the author’s knowledge, this is the first paper to differentiate messages with low and high ephemerality, identify the presence and effects of ephemerality in offline and online communication and explain how and why sending messages with low or high ephemerality can help consumers and firms reach their communication goals. There is only one other paper in marketing on ephemerality in online marketing communications and no other conceptual work.

EFFECT OF ONLINE MARKETING COMMUNICATIONS, CONSUMER PREFERENCES, CONSUMER NEEDS ON PURCHASE BEHAVIOR AND THEIR IMPACT ON PURCHASE DECISIONS (Survey on the Tokopedia and Shopee Online Shop consumers in Bandung)

The aim of this research is to study the effect of Online Marketing Communication, Consumer Preferences, and Consumer Need as mediated by Purchase Behavior on Purchase Decision. As many as 100 Tokopedia and Shoppe consumers in Bandung are chosen as the respondents using the purposive method. This research employs quantitative approach by using survey method. The data is analyzed using the mediation analysis technique from the Process Andrew Hayes Software. Research findings are: first, Direct and indirect effect of Online Marketing Communication, Consumer Preferences, and Consumer Need as mediated by Purchase Behavior on Purchase Decision falls into moderate category; second, The determinant factors of Purchase Decision as mediated by Purchase Behavior are affected by 1) Consumer Need; 2) Consumer Preferences and 3) Online Marketing Communication; third, Online Marketing Communication affects significantly on Purchase Decision as mediated by Purchase Behavior. Fourth, Consumer Preferences affect significantly on Purchase Decision as mediated by Purchase Behavior; and fifth, Consumer Need affects significantly on Purchase Decision as mediated by Purchase Behavior.

Copywriting Sebagai Pendukung Promosi Berbasis WEB

Copywriting is an important thing to do to increase the promotion carried out by Fiber to increase the sales of a product or service. The creativity produced in copywriting aims to invite readers to take action from a promotion. With the development of technology, copywriting is now not only presented in physical writing results but also becomes mandatory digitally to keep up with the development of online marketing communication media, such as social media and websites. The creativity of copywriting balanced with up-to-date communication media will be able to spearhead the advertising of a company or organization. The official website, which is generally an information medium, needs promotional writing like social media, in general, to make the official website an effective media utilization, an informative medium, and also a promotional communication medium between the website owner and stakeholders.

Rising home bakers in India: leveraging online platforms for sales and marketing

Learning outcomes Upon completion of the case study, the students will be able to understand brand differentiation and marketing challenges faced by small businesses in emerging markets; recognize the significance of marketing strategies for a growing business in emerging markets; assimilate paid, owned and earned media to improvise the effectiveness of firm’s communication and digital marketing strategy; analyze the relevance of social media marketing in developing a brand; and create a content marketing strategy. Case overview/synopsis The case dilemma involved a possible course of action that Fusion Creations faced at the beginning of 2022 about marketing strategies across paid, earned and owned media. “Fusion Creations” was the creation of two sisters who were avid cake bakers since young age. They identified the demand for homemade cakes and the growing number of home bakers in India. It was during the Covid-19 pandemic that they faced challenges in terms of lockdown and scarcity of supply for baking essentials. Moreover, although the pandemic had brought most sections of the society worldwide to a standstill, home bakers were thriving. After the pandemic, these home bakers turned their passion into full-time profession. It was time for the sisters to view this stage as a challenge because of competition from aspiring entrepreneurs and rising home bakers, and convert it into an opportunity. Can Fusion Creation leverage the online social media platforms for their product sales and marketing? With presence established on various social media platforms, were they doing it right, or was there a better way? A few questions lay in front of Chaitali and Kena, owners and bakers of Fusion Creations. Complexity academic level This case is written for use in digital and social media marketing classes for graduation-level courses. The focus of the case aligns well with discussions of digital and social media marketing strategy. The case also has application in discussions regarding implementation of digital marketing strategy. Instructors that choose to emphasize social media strategies could assign this case to explore online marketing and digital communication. Supplementary material Teaching notes are available for educators only. Subject code CSS8: Marketing.

Promoting perceived service quality and organisational performance through customer retention strategies: the moderating role of ICT

PurposeThe major objective of the study is to investigate the effect of selected customer retention strategies (fair pricing, online marketing and frequent communication) on perceived service quality and organisational performance within the retail sector in Zimbabwe. Also, the study sought to understand the moderating role of ICT on the effect of customer retention strategies on perceived service quality and organisational performance.Design/methodology/approachA cross-sectional survey of 280 employees within Zimbabwe's retail sector was adopted and respondents were selected using simple random sampling method. A structured questionnaire with Likert type questions was used to gather data.FindingsThe study findings indicate that the performance of organisations within the retail sector is influenced by superior service quality, selected customer retention strategies and also moderated by the use of ICT.Originality/valueThe study contributes to the business management body of knowledge by assessing the effect of selected customer retention strategies (fair pricing, online marketing and frequent communication) on perceived service quality and organisational performance within the retail industry of an emerging economy. The study is also unique in that it used ICT to moderate the effect of selected customer retention strategies on perceived service quality and organisational performance.

Social Media Use Education of Digital Marketing for Disabled Women Community

The research background stems from the extensive opportunities provided by the internet, serving diverse interests within the community. The integration of new media in business has yielded significant results, bolstering the development of businesses within the community. This inclusivity extends to individuals with disabilities, particularly women, who possess the right to harness new media for creative self-development and empowerment. The research aims to: 1) comprehend how creative women with disabilities in Bandung perceive online marketing communication principles, 2) assess the ability of disabled women in Bandung to grasp online marketing communication applications, and 3) enhance the skills of disabled women in crafting creative messages for online marketing. The study employs a descriptive method with total sampling drawn from participants of social media marketing training. Data collection utilizes questionnaires, interviews, and references. The significance of entrepreneurship development training utilizing marketing communication applications for disabled women in Bandung is evident. The conclusion of this study indicate that the majority of learners comprehend the training content, albeit hindered by diverse disabilities such as blindness, deafness, and physical limitations. Consequently, a specialized approach is necessary to address these disparities. Furthermore, participants are equipped with supporting applications for content packaging and dissemination. This empowers them to navigate different digital media platforms adeptly. Communication prowess, attractive content, and design are paramount for conveying persuasive messages effectively. Participants’ reported improved communication skills as a result of the training. However, those facing physical constraints encountered difficulties and required tailored training to accommodate their limitations. In summary, the research underscores the potential of online marketing communication education for women with disabilities. This empowers them to engage in entrepreneurial endeavors, fostering personal growth and community development.
 Keywords: education, online marketing communication, women with disabilities.

EFEKTIVITAS PENGGUNAAN PESAN DALAM MEDIA KOMUNIKASI PEMASARAN ONLINE

The use of online marketing media as a marketing communication medium has proliferated. This study examined the effectiveness of used messages in online marketing communication media, websites, and Instagram, to market IndiHome products. This study used elements of the message content (clarity of message content, the relevance of message content to the product being promoted, as well as the availability of visual, textual, and audiovisual information), accuracy between messages and media characters (informative and entertaining information on Instagram, as well as single consistent information in the website media), and the effectiveness of the used of messages (customers' responses to the attractiveness of the message and the encouragement of buying interest after seeing the message). This study found elements of message content and the accuracy of messages with media characters to get a positive response from customers and potential customers. The two factors of using messages in online marketing communication media are considered attractive by customers and potential customers or effective. However, the use of messages did not directly encourage buying interest. This study proposed adding an element of distinction inherent in the product that cannot be overcome by using messages in online marketing communication.

Strategi Media Sosial Lembaga Alkitab Indonesia (LAI) sebagai Elemen Komunikasi Pemasaran Terpadu

<p><em>It is felt that the solution to digital or online marketing communication problems at the Indonesian Bible Institute (LAI) still faces obstacle. The obstacle currently encountered is due to a gap in strategic concept even though the mastery and purchasing power of technology implementation has been carried out, one of which is in terms of implementing the use of communication via social media platforms. Currently there is little academic research and theory that discusses the use of social media for non-profit humanitarian organizations, such as the Indonesian Bible Institute (LAI). LAI is a member of the United Bible Societies, an organization that oversees hundreds of national Bible Societies which are active in translation, production and distribution of the Bible throughout the world, including in Indonesia. Currently the LAI social media team has several social media, such as: Facebook, YouTube, Instagram, Twitter, etc. Therefore, there is a need for a more integrated strategy using the concept of integrated marketing communications. One of the uses of social media in non-profit organizations or services based on religious beliefs is that apart from being a medium for disseminating information, it is also used to raise funds or distribute donations. Apart from the marketing communications aspect, it is recommended that LAI be able to plan marketing communications for innovative products and services based on digital media, even though traditional print media is still needed to serve Christians in remote areas.</em></p>

Social Media Marketing Influencer: Literature Review on Promotional Strategies Using the Influence of Social Media Celebrities

Social media marketing influencer is one of the digital marketing promotion strategies that is known to be very effective in approaching consumers. This research is a literature review study that aims to discuss more deeply about social media marketing by using celebrity influencers as their online marketing communication in approaching potential consumers. Researchers take international articles from the data base of publishers Elsevier, Scopus and emerald that are in accordance with the study studied. From the articles that researchers have obtained, reviews are carried out to take important points about influencer social media marketing information. The result of this study is that promotional strategies that use celebrity influencer social media marketing are known to be more influential than other celebrities, because consumers feel more intense and feel close to the daily activities of celebrity influencers on social media. This research contributes as one of the literatures that discusses the study of digital marketing in social media and is expected to be a reference for readers and other researchers who want to examine the study of the same phenomenon regarding digital marketing promotion strategies using social media influencers.

Online integrated marketing communication strategies of international brands: standardization vs. adaptation approaches

ABSTRACT Reaching communication consistency across online channels like websites and social media is pivotal for international brands (IBs) in their effort to internationalize their recognition. This study investigates whether and how IBs integrate communication across two online channels in different countries in terms of adaptation and standardization approaches. We perform a content analysis of the websites and Instagram pages of 75 IBs to analyze their integrated marketing communication strategies deployed in two markets: Russia and Italy. This study reveals that IBs may adopt one of the four strategies when considering the design and content of the website and social media simultaneously: (1) standardized convergence, (2) adaptive convergence, (3) mixed convergence, and (4) cross-media divergence. Strategies are described across macro elements developed through a novel fine-grained framework. We discuss our results by exemplifying how communication consistency is reached across identified strategies. With this study that simultaneously analyzes the website and social media communication strategies of IBs, we contribute to the marketing communication literature by conceptualizing key global integrated online marketing communication strategies. In closing, we provide several managerial implications and recommendations for further research on this topic.

Prediction of Electric Load Neural Network Prediction Model for Big Data

Based on the background of the new media era, this paper takes the research on the online advertising marketing characteristics of LEGO “Rebuild the World” series as an example to explore how brands should play the advantages of online marketing under the new internet background, update the creative thinking of online marketing communication, and achieve the purpose of clarifying the target consumer group positioning and optimizing the brand image. By combining the Method of combining observation and content analysis, the author found 3 characteristics of Lego “Rebuild the World” series online advertising, which are: using LEGO bricks to connect the seemingly unconnected toy world with the real world, showing the richness, diversity and plasticity of LEGO bricks; cleverly designed with lots of elements to maximize the imagination of adults and children; closely connected the digital world with the real world, making the online advertising of LEGO “Rebuild the World” timely, progressive and universal. In addition, in view of the updating of online marketing modes of major brands in the era of new media, the author also puts forward corresponding thinking: how to improve the fit between the host broadcast with goods and the brand image, and how to rationally apply the Internet platform to realize the updating of online marketing modes.

DEVELOPMENT OF ONLINE MARKETING COMMUNICATION MODEL OF ORGANIC AGRICULTURAL PRODUCTS FOR FARMERS.

The purpose of this research studies a foundation for the Development of an online marketing communication model for organic agricultural products for farmers. The sampling groups are 343 organic agricultural product customers in Bangkok and In-depth interviews with ten experts. This study used combined methods of Quantitative research and Qualitative research. The research found that the communication model of organic agricultural products for farmers consisted of 1. The farmers have to know about information technology and marketing, be honest with themselves and consumers, be ethical, and produce good quality products. 2. Contents should be used and straightforward for consumers. 3. Online communication channels should be easy to use, fast, and inexpensive. 4. The ECommerce process consists of information searching, purchasing, payment, and shipment, which have to be easy to use and fast. 5. Consumers and stakeholders consider food safety and clean knowledge about organic agriculture. 6. Re-action of consumers or stakeholders after receiving information that presents satisfaction in the relationship between sellers and customers. The problem with online marketing communication in organic agricultural products of farmers is farmers' need for knowledge in information technology, online communication channels, marketing and branding, creative idea, or content. Consumers trust online marketing communications, which are high-level.

Marketing tools for the digitalization of trade

The Digital Revolution had a significant impact on the sphere of circulation in general, and on trade in particular. The use of online marketing communication tools allows vendors to target their offers and select information or marketing messages based on the individual interests and behavior of consumers. Analyze the impact of digitalization on the marketing activities of trading companies. As a result, the author's approach to the digitalization of trading companies has been developed. This involves the construction and adaptation of the marketing structure in trading companies, which depends on the range of consumer values. The direction for further scientific research by the authors involves studying the impact of marketing tools on the digital processes of trading companies.

Online Marketing Communication Strategies and Value Creation of Women's Fashion Clothing Business.

When buyer behavior shifts to a new standard Brands need to develop techniques and communication methods that can create both interest, present value, attract and communicate goals. Including different identities consistent with the behavior of the new standard of buyers appropriately Therefore, online marketing is considered to be very popular nowadays. Therefore, the researcher is interested in studying online marketing communication strategies and creating added value for women's fashion clothing businesses. The research results were obtained from this study. Able to use the knowledge gained as a guideline to add value to brands and products to build credibility. And able to step up to be the number one in the minds of the target group. This will be the cornerstone to help businesses grow sustainably by collecting data from female consumers who buy goods and services online. A random sampling of 500 people in Bangkok and a questionnaire was used as a tool. Statistics used in data analysis were percentages in measuring the personal attributes of respondents, mean, and standard deviation (SD.). The results showed that Most of the respondents were satisfied about the understanding of the target group was at a high level, but when considering each aspect, it was found that it was at a high level in all aspects. The average from high to low is Get to know the next target group and understand the behavior of the next target group. There is a target audience. As for the item with the lowest average, content marketing is satisfied with Clear communication, at a high level. But when considering each aspect, it was found that it was at a high level in all aspects. The average from high to low has effective communication followed by neutral communication having clear communication on point, and the item with the lowest average, having a variety of communication channels Respondents were satisfied with access to all channels that consumers at high levels but when considering each aspect, it was found that it was at a high level in all aspects. The average from high to low is sticking to the trend of social participation, followed by a collaboration with creative the next step is to create the most reliable content, the part that has the least average, and cooperate with the agency

Efektivitas Komunikasi Pemasaran Iklan Head And Shoulders Di Youtube Terhadap Keputusan Membeli Mahasiswa Ilmu Komunikasi Universitas Tidar

In the digital era, social media has become a trend in the marketing world. Social media is online media where users can contribute, share and create content. Social media is used for business or to help market products/services, communicate with buyers and suppliers, reduce costs, and for online sales. Online marketing or online marketing communication is a strategy to use the internet that can be reached by audiences. This study aims to find out whether Head & Shoulders Ads can attract and even influence purchasing decisions for Tidar University Communication Studies students to buy the product or not. The type of research used in this study is descriptive quantitative, namely by collecting data using survey methods, namely using a questionnaire to obtain data and information that is considered as a sample that can represent the entire population.

Sociology Approach in Food Souvenir Innovation: The Customer-Producers Relation on Online Marketing Communication

Limited customer and producer relations research develops various food souvenir products through online marketing communication. This research focused on the actions of food providers in developing food souvenir innovation as a result of interaction with customers through the online marketing communication medium. This research differs from previous research on media interaction and focuses on consumer response as the driving force for the innovation process on food. This study used qualitative research that analyzed one online souvenir food shop as the study case. The interviews and observations data are grouped based on a theory with a narrow interpretation or deductive approach. The data is presented in the form of interview quotes, sample images of data sources, and limited understanding according to the appearance of the data. The study found that customer and producer relations in online marketing communication did not encourage innovation for food souvenirs. The interaction between food providers and Instagram followers was more accurately described as an interaction in the form of product purchases. The actions of food providers in developing new products result from relations between actors and other selling actors in the form of reactions to similar food development trends. Creating fresh foods as the result of innovative action follows the trend of similar products in the development of Bogor's online food souvenir market

Perception of Corporate Reputation in the Era of Digitization: Case Study of Online Shopping Behavior on Young Consumers

The COVID-19 pandemic rapidly accelerated digitization in all fields of trading, especially in the B2C sector. The pandemic restrictions deepened the era of social distancing between young consumers and drew them further into the online environment, which allowed e-merchants to impress them even more, and with more ease, with the use of suitable online marketing communication. The overabundance of e-shops on the market may be very confusing for the consumer at this time, meaning that the corporate online reputation and its sustainability has never been as important as it is now. The investigation of online shopping consumer behavior and the factors that determine it is at the center of interest in both academic and practical spheres. In our study, we focused in more detail on investigating the relationship between the online shopping consumer behavior of young consumers and the perceived reputation of an e-shop in the era of digitization. The research sample consisted of 633 young consumer respondents. The method of exploratory factor analysis (EFA) was used in order to investigate the factors of online shopping consumer behavior, and the method of Ordinary Least Squared (OLS) model regression analysis was used to evaluate the relationships between individual factors and the perceived reputation of an e-shop. According to the results of EFA, four factors were identified: digital security, e-shop services, e-trust, and social responsibility and promotion. Subsequent testing confirmed the significant relationship between factors of online shopping consumer behavior and the perceived reputation of an e-shop in five cases.

Theoretical Guidelines for Social Media Marketing Communication

Social media (user-generated content) create many innovative opportunities for those organisationsthat realise that electronic word of mouth (eWOM) can be powerful in an online environment. eWOMis now considered to provide an organisation’s online marketing communication with a competitiveedge since consumers know and trust their friends’ recommendations regarding products andservices. Social media provide organisations with an opportunity to create consumer experiencesfor consumers by making available social media tools. Organisations are interested in brandonline communities because of their ability also to build brand equity and product differentiationin the long term. Although organisations realise the huge potential of social media for eWOM andestablishing an organisation’s brand, there are no clear theoretical guidelines for social mediamarketing communication. This article proposes theoretical guidelines in terms of which socialmedia marketing communication can be considered. These guidelines are evaluated by means ofa case study of a recent social media marketing communication campaign in South Africa.

Elaboration of the Marketing Communication of the Middle-Sized Company

Abstract The main goal of this paper is elaboration of the current marketing strategy of the middle-sized company in Slovakia producing and selling animal products focusing mainly on the online marketing communication as a crucial part of overall marketing communication of the company. For the purpose of this research are used data from the questionnaire survey that took part in the February of 2021 by almost 500 respondents. Results of this questionnaire survey are statistically evaluated, so that we are able to answer our research questions. The output of this paper is evaluation of the importance of social media of the selected company, along with understanding the views of customers. In the conclusion of this paper, we propose some changes to improve the marketing communication of the company.

Intersemiotic Translation Study on E-commerce Advertisements under Non-Verbal Communication: An Analysis of the Apparel Campaigns on Alibaba International Website

With the development of economic globalization, E-commerce advertising has become a good way for enterprises to expand their international market, and people tend to be more likely to go shopping online especially under the influence of COVID-19. E-commerce platforms often provide verbal and nonverbal signs as they are normally designed to be used across different countries and cultures. The discursive nature of E-commerce advertising always needs some translation of meanings when enterprises want to sell products worldwide, which thus offer significant opportunities to bring light on intersemiotic translation of multimodal E-commerce advertisements under the guidance of nonverbal communication. This article takes the apparel advertising campaigns in Alibaba International Website as research target and mainly focusing on the nonverbal signs from four categories: body language, paralanguage, object language and environmental language in order to study how did nonverbal signs been handled in advertising, how the nonverbal signs interact with verbal signs to realize nonverbal communication functions and what’s the meaning of nonverbal communication for intersemiotic translation in improving the quality of E-commerce advertisements to fulfill online marketing communication purposes.