Online Marketing Communication Research Articles

Cross-cultural impact on financial companies’ online brand personality

Purpose The purpose of this paper is to investigate Chinese and American financial companies’ distinct brand personality indicators shown through culturally based linguistic features online. The potential correlation between culturally oriented brand personalities and companies’ financial performance is also examined. Design/methodology/approach This study employs computerized content analyses to examine the cross-cultural differences among 28 American and Chinese financial companies’ online communication based on Aaker’s brand personality framework. Findings The findings reveal that despite some similarities, there are significant differences between the frequencies and patterns of brand personality indicators on American and Chinese websites, which demonstrate the connection between the companies’ linguistic preferences with their different cultural backgrounds. It also proves that there could be significant relationship between financial companies’ corporate brand (CB) personality expressions and their financial performance, and US financial companies’ revenues are more closely correlated with brand personality dimensions than Chinese companies’. Practical implications The necessity for cross-cultural adaptation of CB personality is verified in this study. Chinese international companies may have a big room to improve their online corporate communication. Similarly, foreign companies who intend to enter into Chinese market may think about laying emphasis on their personality indicators of competence in their online corporate communication. Originality/value This research is among the first to utilize a corpus-based analytical tool to conduct content analyses of financial companies’ online brand personalities, in addition to empirically validate the correlations between companies’ brand personality indicators and financial performance. The study enriches the literature on online marketing communication, draws attention to the connection between cultural differences and linguistic preferences in CB personality construction and emphasizes the importance of making appropriate cross-cultural adaptation in online corporate communication.

The Influence of Online and Offline Strategic Marketing Communication to Purchase Intention of Singapore Airlines

The purpose of this thesis is to find out which of Singapore Airline to promote Premium Economy Class, both online and offline marketing communication channels, has greater impact to increase its Product Awareness and come out with Marketing Strategies purchase decision.This study uses quantitative method by finding out the influence of online and offline Strategic Marketing Communication by Singapore Airlines Premium Economy Class in Purchase Intention followed by post-positivist paradigm and mix method. As the result, the researcher uses 100 correspondences who are Indonesian passengers living in Jakarta and usually travel on Singapore Airlines and registered as Singapore Airlines members. The research result shows that (1) Brand Awareness in online marketing strategies has a greater influence on Purchase Intention at 41.2% while Brand Awareness in the offline marketing strategies has an influence of 33%, (2) brand knowledge on online marketing strategies has a greater influence on Purchase Intention at 48.1% while Brand knowledge in offline marketing strategies has an influence of 15.7%, (3) Brand likeness in online marketing strategies has a greater influence on Purchase Intention at 47.3% while Brand likeness in offline marketing strategies has an influence of 20.7%, (4) Brand preference on online marketing strategies has a greater influence on Purchase Intention at 52.1% while Brand preference on offline marketing strategies has an influence of 24.9%, (5) brand conviction on online marketing strategies has a greater influence on Purchase Intention at 54% while brand conviction in offline marketing strategies has an influence of 26.6%

Marketing communications strategies in digital economy

The article considers digital economics and marketing as a communication process in which entrepreneurs and marketers try to get the right message to the right customer at the right time, and also listen and respond to consumer feedback. The basic moments of key functions and problems in marketing communications and the critical role of the mass media as channels of marketing communication are revealed. The aspects of marketing interaction, which provide the creation of new standards and consumer culture, are described. Transformation of interaction and personalized influence through the involvement of consumers in the process of developing and promoting the product through online tools are investigates. The advantages and limitations of broadcasts and media using in the marketing field are analyzed. Concepts of online marketing communication strategies are listed, and also the main stages of their development and implementation are determined. A key feature of digital marketing is an implementation of a dialogue between the company and the consumer, which allows not only to be at the top of trend, but also to predict behavioral changes of consumers. Particular attention is paid to assessing the effectiveness of digital communications, a number of approaches and indicators of the effectiveness of online communications with the influence of digital media and information technologies on human communication in general and on marketing, in particular. The ability to measure of campaigns effectiveness in real time is an important advantage of online marketing. A review of three widely used digital marketing strategies is reviewed: online advertising, search engine marketing and marketing in social networks. When the authors of article analyze the digital strategies, they investigated how the concept of digital strategy develops and this evolution is divided into four stages, where the third stage is reflected as current and the fourth stage represents of our future digital strategy.

Facebook Marketing and its Influence on Consumer Buying Behaviour in Kathmandu

<p>Facebook is one of the leading and rapidly growing online networks. With over 845 million users, Facebook is a very effective place for businesses. There is possibility to attract new customers, build online relationships and use Facebook as an online marketing communication channel. With its highly targeted marketing features and its smooth ability to spread information across the networks of each other, Facebook becomes an important marketing place for marketers these days. Facebook is a convenient medium for customers and prospects to communicate directly to brand representative or about your brand with their friends. However, the question is, which group of people are actually receiving the information and does this information influence their buying behaviour?</p><p>This paper aims to answer this question based on a study regarding the online activities of 200 Facebook users, by identifying and understanding the consumers buying behaviour varied with different factors like age, gender, occupation, income and how different factors related to Facebook have influenced the respondents’ perception of Facebook marketing in Kathmandu valley. The secondary data comes from several reports, past research, published articles, books, newspaper, website and journals. For clarity purposes, data obtained was reported using simple percentages and frequencies. The study uses mathematical tool, SPSS and Microsoft excel to present the data into quantitative form.</p><p>Results of the analysis indicates that although marketers spend hours in building brand image, the study found that consumers are less concern about the brand image while making a purchase decision. The findings also reveals that people are more influenced by word of mouth and opinion given by the people they know on Facebook and it substantially affects their buying behaviour. The least effective Facebook marketing factor is celebrity endorsement which implicates that consumers are more affected by views of friends and family rather than endorsement done by celebrities. This calls for more conjunct efforts on the part of companies, ad agencies and advertisers to extend their brand equity and build their customer base. Marketers should adopt relationship marketing strategy and work on bonding with customers for positive impact with better communication and interaction. The targeted customer should be the opinion leaders and social group to facilitate more patronage of the marketed product or service.</p><p>Journal of Business and Social Sciences Research, Vol. 1, Issue 1, pp. 111-128</p>

Marketing Communication Strategy of Warung Sate Lego In the Perspective of Islam

Abstract The development of technology in an increasingly modern era with the presence of smartphone allows businesses to sell their goods online, not only through the web, but also through social networks such as facebook, twitter and instagram. This research explains communication marketing strategy of satay lego food stall implemented with Islamic marketing system using social media facebook and instagram. Warung satay lego is a typical Ponorogo food culinary business that has been running for about three years. It is using facebook and instagram as an online marketing communication media to promote their product. This research uses qualitative descriptive method by collecting data through interview, observation and documentation. The informants in this study are the owner or manager of Warung Sate Lego and social media advertisement of sate lego stall. The theory used is the theory of marketing communication mix in the promotion that is through advertising, sales promotion, public relations, direct sales and internet marketing. The result of this research is that the marketing communication strategy done in Warung Sate Lego used Islam perspective. Marketing method used is marketing communication mix with promotion implemented through social media, facebook, instagram, whatsapp and also website. From the strategy used, there is an increase in purchases which is in accordance with the purpose of marketing communications run by Warung Sate Lego. Keywords: Islamic marketing communication strategy, Promotion, Facebook and Instagram

Consumer Attention Online: How to be Visible?

The axiom “unseen – unsold” implies that marketing communication cannot be effective if it does not bypass the filter of attention, which is difficult in today’s information clutter. As internet has emerged as powerful channel for marketing communication, the same axiom applies to the online marketing communication. In this research the analysis and synthesis of scientific literature as well as two eye tracking experiments are applied for the analysis of internet context-related elements influencing consumer visual attention and as a consequence having influence on consumer behavior. As a result, the guidelines for the selection of advertising message-related factors and advertisement’s position in the internet news portals are provided. Moreover, recommendations for the attraction of consumer visual attention in the search engines are presented.

The Study of Influential Integrated Marketing Communication on Iranian Consumer Buying Behavior for Imported Branded Cars: Datis Khodro

The automobile industry especially imported cars are the most lucrative sector in Iranian market since the disposable income in both urban and rural are increasing and easy alternative finance being provided by all Iranian financial institutions are developing, furthermore imported cars are considered as a short-term investment among the consumer in Iranian market due the foreign currency fluctuations. This study is considered as the first research to review the consumer buying behavior about imported cars and how Datis Company advertise, promote and what is the best place to be advertised to convince customers to buy or try new cars in the Iranian market. Promotional mix have the consequence of creating brand images and symbolic appeals that can be the effective way to strike the responsive chord with consumers. The purpose of this paper is to examine the consumer buying behavior about the imported car through various IMC tools, discover most efficient place , most influential advertising message and how often consumers decide to change the car to better or new one in the Iranian market. A simple random sampling was selected as the sampling method. The customers of Datis Company (Previous Purchase) were sampled to respond to the online questionnaires and 197 questionnaires were returned providing an 89.5 % response rate. We initiated with conducting an exploratory research on Iranian consumer behavior to determine the most important attribute adopted by them. The regression method applied to understand the influence of independent variables (Advertising, WOM, Internet Marketing, Direct Marketing, Public Relations, and Sales Promotion) on the dependent variable (IMC) in Datis Company. Above all, online marketing Communication (OMC), web and social network is discovered as the most effective way of placing the advertisement for Datis Company in the Iranian market. The findings of this study provide managerial implications for marketers for the advertising practice of technologically advanced products. The ambiguous results of the analysis suggest that companies should put more emphasis on the selection of the communicated information content of their advertisements.

A journey through the labyrinth of electronic detailing on medical sector: A survey of physician practices in Ankara

It is crucial to benefit from the information technologies to be able to make your voice heard in the information society. Such technologies substantially affect the national economies, institutions and people. During this process medical services sector has also been going through a rapid evaluation and try to adapt to new technologies. Electronic detailing is one of the alternative new techs to traditional medical promotional tools through which the medical firms utilize to access the medical staff on the basis of information technology. Electronic detailing, incorporated into modern technology platforms is a cost-effective and innovative interactive tool used on on-line marketing communication activities during the product presentations and sales processes. The purpose of this study is to determine the attitudes and approaches of the physicians, the main stakeholders on health services, against the electronic pharmaceutical marketing (e-detailing). Thus, 129 physicians determined as the target group was implemented a survey. The data obtained on the survey was analyzed through T-Test, Anova and Correlation Analysis. The results proved that the attitudes of the physicians against e-detailing vary as per departments they serve.

Mobile Messenger Application: Sharing, Rating and Engagement in Global Social Commerce

This paper explores the relationship between rating, sharing and engagement within the freely available Mobile Messaging Application (MMA) through understanding their features and compatibility. We argued that MMA has the potential to substitute online marketing communication in the near future and the use of closed group chatting, sharing of information, and mobile-commerce in marketing communication has increased. Therefore, reviews on the current MMA, their abilities, compatibilities, functions and features with the marketing communication functions and features were analyzed. In particular, this study focuses on the implementation of MMA in future marketing communication and the engagement of users in sharing information, commenting on products and rating (sharing opinion) on products and services.

Marketing communication in hypermedia computer-mediated environments vs the paradigm of a network society

The paper presents the author's reflections on marketing communication systems in the environment of a network society, focusing on three significant aspects. Firstly, they refer to the marketing communication model in a hypermedia computer-mediated environment and its characteristics in the conditions of an information society. Secondly, they address the issue of the changing role of recipients in the system of online marketing communication. These changes are best characterised by the term 'com-sumer' - a recipient of messages who actively and constantly seeks online information, and who is able to process, evaluate, use and communicate this information to other recipients via global communication networks. The third aspect relates to the divergence of online marketing communication instruments and their possible classifications. They combine the expectations of the senders and recipients of information, who are the participants of the marketing communication process in a hypermedia computer-mediated environment - the distinguishing factor and symbol of a network and information society.

Online marketing communication tools used by guest houses in Pretoria, South Africa

The purpose of the research was to determine which online marketing communication tools are available and are most frequently used by guest houses in Pretoria. There are a large number of guest houses operating in South Africa and the hospitality industry is information intensive. Innovative marketing communication becomes a necessity to survive and grow in an uncertain business climate. A quantitative research method was followed. Primary data were collected by means of a survey approach during personal interviews with the guest house owners/managers. Specific corpographic details of guest houses and the most frequently used online marketing communication tools were canvassed. The four most frequently used online marketing communication tools are guest house websites, branded e-mail, search engine optimisation and social networking. The findings suggest that guest houses have to invest more time and money in implementing specific online marketing communication tools, such as social networking and the use of search engine optimisation. The results confirmed the importance of electronic tools in an organisation's marketing strategy, specifically for small businesses such as guest houses. This research can assist guest house owners and managers in their decision-making on the use of online marketing communication tools as part of their marketing strategy.

Top Global Firms’ Use of Brand Profile Pages on SNS for Marketing Communication

The present study employs content analysis to investigate how top global, Australian, Japanese, Spanish, Swiss, and Taiwanese businesses use brand profile pages on Facebook as their online marketing communication tool. Differences in the use of brand profile pages across countries and across industries are also examined. Overall, the results indicated that businesses with product brands were more likely to have profile pages on Facebook than their service counterparts. However, the practices of businesses with product brands and service brands on Facebook were found to be largely indifferent. Moreover, several tools which have the potential to be valuable resources to obtain feedback from consumers, such as polls and discussions, were found to be underutilized. Another interesting finding is that there was an association between businesses' use of brand profile pages and brand value. Several implications and future research opportunities are discussed.

Gender Differences in Modeling the Influence of Online Marketing Communication on Behavioral Intentions

Abstract To empirically prove that there are gender differences in the way online consumers react to online marketing communication attempts, the present study builds on a previously tested and validated empirical model showing the influence of online marketing communication on behavioral intentions by continuing in a SEM approach. Significant differences between male and female users are found and implications online communication practitioners are discussed, together with strategic proposals stemming from these novel results.

Are contextual advertisements effective?

The internet environment has changed the format of internet advertising. One emerging form of online marketing communication is ‘contextual advertising’, in which marketers strive to develop customised images or texts more relevant to customers based on the content of web pages. This study investigates the effectiveness of internet contextual ads. In particular, we examine the effect of internet contextual ads on brand memory (i.e. recall and recognition) and attitudes towards the advertisement and/or brand using the theory of priming effect. We find that the complexity of banner ads moderates the relationship between a contextual advertisement and its effectiveness, and generates two distinct priming effects (i.e. assimilation and contrast effects). The results demonstrate that the internet contextual advertisement enhances brand recognition and induces favourable attitudes towards the ad. In addition, consumers have higher recall rates and attitudes towards the brand when they are exposed to a less complex contextual advertisement or when they are exposed to a complex, non-contextual advertisement.

Integrated online marketing communication: implementation and management

PurposeThe purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment.Design/methodology/approachBoth secondary and primary data (face‐to‐face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marketing communication, the opportunities and challenges raised by online communication, and the structure of an efficient integrated online marketing communication system.FindingsThe transparency, interactivity and memory of the internet force the organisation to adopt a proactive‐reactive attitude in online communication, and to combine consistency and continuity with flexibility and customisation.Research limitations/implicationsThe number of interviews used to collect primary data is relatively small; the use of the information collected is general and unstructured; and the findings are applicable only to online customer product retailers.Practical implicationsThe messages sent by the company to its online audiences have to be transformed/adapted in a three‐stage process.Originality/valueThe paper identifies the specific opportunities and challenges raised by the internet for integrated marketing communication, and proposes an original model for the adaptation of online messages to core corporate values, communication strategy and tactics, and targeted audience/communication channels.

Online marketing communication potential

PurposeThe paper seeks to indicate where resources should be directed to utilize online marketing communication (OMC) further, including the identification of the diversity of OMC adoption, prioritization and future potential.Design/methodology/approachA conceptual model of prioritization and potential of OMC, specified as a structural equation model is developed. Research data are collected from both Danish advertising agencies and major companies, and based on these data the model is estimated by using partial least squares (PLS).FindingsThe adoption of OMC by companies, as opposed to advertising agencies, is rather diverse. Companies should take responsibility for the holistic utilization of OMC, as well as the development of holistic prioritization methods. Special attention should be given to online relationship communication, as this discipline is the primary driver of confidence in future potential, and online interactive communication, which has the largest potential for improvement.Research limitations/implicationsThe research is based on a single geographic market (Denmark), and its transferability to other markets can be questioned. The geographical constraint also means that the sample is limited.Originality/valueThe paper presents original findings for online marketing communication planning and prioritization, and thereby adds to a green field that lacks both theory and practical recommendations.

Online Community Experience (OCE) and its impact on customer attitudes: an exploratory study

Many companies have realised the critical importance of online product communities as a tool to facilitate interactions amongst their customers and to strengthen customer-product ties. This study proposes a new construct, Online Community Experience (OCE), to enhance our understanding of customers' online interactions in such communities and its impact on customers' product-related perceptions and attitudes. We draw on diverse theoretical areas including computer-mediated communication, information processing, and brand communities to identify the critical antecedents of OCE. The model was validated using data collected from a sample of 108 subjects through a set of two questionnaires. The study findings offer strong support for the model and indicate the importance of OCE as a critical mediating variable in understanding the impact of online community participation on customer attitudes and perceptions. The key implications for future research and managerial practice in the areas of online communities, marketing communication, and customer relationship management are discussed.

Website development as a means of communication: a case study for the Kolossi Grand Hotel, Cyprus

The case explores the use of internet technology as a marketing communication tool by the new management team of a medium sized hotel in Cyprus. The issues raised are typical of internet promotion in the hotel industry. The objective of the case is to acquaint the student with considerations that benefit businesses and marketers in the design, development, implementation and evaluation of a successful website, to be used as an effective online marketing communication tool.

Characteristics of B2B adoption and planning of online marketing communications

This paper addresses the issue of whether there is a need for better online marketing communication planning and prioritisation methods, particularly for B2B companies. It describes the result of an empirical study among larger Danish companies. The work looks at differences between B2C and B2B companies, regarding the importance of offline and online marcom disciplines, online spending and usage of methods for online communication prioritisation. The paper concludes that due to high online spending, a less specialised priority of online disciplines and very limited usage of existing methods, B2B companies need to be on the lookout for new systematic methods for online communication planning.