Social Marketing Communication Research Articles

Digital Marketing Strategies in Building Brand Awareness and Loyalty in the Online Era

In today’s digital era, businesses are increasingly adopting digital marketing strategies to enhance brand awareness and foster customer loyalty. As online interactions grow, companies must adapt their marketing efforts to stay compet- itive and engage effectively with consumers. This research employs a mixed- method approach, using both qualitative and quantitative data from case studies of successful companies that have implemented digital marketing strategies. The study examines the role of social media, content marketing, and personalized communication in building brand awareness and loyalty. The study provides new insights into how personalized marketing efforts, including targeted cam- paigns and relevant content, help brands differentiate themselves in a crowded online marketplace. The findings show that consistent use of social media, en- gaging content, and personalization significantly boost brand awareness and fos- ter long-term customer loyalty. Personalization, in particular, strengthens cus- tomer relationships, leading to repeat purchases and advocacy. In conclusion, successful digital marketing requires an in-depth understanding of online con- sumer behavior and the application of tailored strategies. The effective inte- gration of social media, content marketing, and personalized messages enables businesses to build lasting customer relationships and gain a competitive edge in the digital marketplace

Customer Feedback Management Across Support Service Units in the University of the Cordilleras

Feedback from customers are essential inputs for an organization’s improvement specially when managed effectively, may it be in industries, businesses, or educational institutions. This study aimed to describe the procedure on managing customer feedback implemented by the various support service units in the University of the Cordilleras. The researcher utilized a qualitative research design. Data were collected using a semi-structured interview conducted online with twenty (20) office personnel selected through purposive sampling. They were from the Student Welfare Services, Libraries, Career Development Center, Guidance and Counseling Office, Medical Clinic, Registrar’s Office, Student Development and Welfare Office, Occupational Safety and Health, Center for Social Responsibility, Marketing Communications and Enrollment Services; and Accounting Office. The inductive thematic approach was used to analyze data which highlighted interesting themes identifying three (3) primary processes in managing customer feedback – 1) gathering feedback, 2) documentation and 3) addressing feedback. Feedback sources may include surveys, evaluations, and interviews via traditional or online methods. Documentation entails collating and classifying feedback, which then leads to the identification of actionable items. The research findings suggest that customer feedback management extends beyond mere data collection and documentation; instead, it requires actions, actual measures and continuous improvement efforts that are monitored and sustainable.

Workshop Pilah Sampah Sebagai Kampanye Peningkatan Kesadaran Lingkungan Bersama Rapel Solo Raya

The community has the right to get a clean, beautiful, comfortable and healthy environment; get cleaning services; utilizing and processing waste; actively participate in waste management activities; and obtain information from local governments and/or other parties that are directly related to the sustainability of life related to waste. This right has direct implications for the community's obligations regarding the management of household waste and/or similar household waste by being obliged to reduce and/or handle waste in an environmentally sound manner. Unfortunately, the handling of environmentally sound waste has not gone well due to inadequate facilities, enforcement of regulations, and low awareness of the community itself. PT. Wahana Anugerah Energi has developed a waste collection and transportation system using a smartphone application called Rapel. Rapel campaigns for sustainable waste management in households. Currently, Rapel provides garbage pick-up services, especially for recycled waste. However, the problems faced include: wide community reach but with Human Resources (HR) PT. The Wahana Anugerah Energi (Rapel Surakarta) is limited, facilities and infrastructure for the ongoing development of understanding of waste management for the community are not sufficient, the application of Rapel is not yet known by the people of Surakarta. overcome, the lack of public awareness of Surakarta City regarding waste management, lack of cooperation and coordination with agencies related to waste problems so that Rapel technology has not received public knowledge, Surakarta people do not know about data integration related to environmental information. From this problem, we design a social marketing communication program so that Rapel Indonesia's goal of encouraging people to sort household waste can be achieved. To achieve this, we design a waste sorting workshop by presenting credible sources such as Lyfe With Less Representative and Rapel Indonesia Manager. Keywords: Waste Management, Education, Society, Technology, Surakarta

Language and thought: Linguistic relativity in social marketing communication

AbstractLinguistic relativity (linguistic patterns influence perception and cognition) is crucial for marketing communication effectiveness. The argument is that linguistic relativity enablers in marketing communication may assist marketers, communicators, and creators achieve the desired “effectiveness” more successfully. Based on this premise, prior research in consumer studies has examined language's mediation role in consumer perception and cognition. However, the question of identifying these enablers and the plausible existence of any structural relationship among them persists. This article, therefore, seeks to examine the identification and interrelationship of linguistic relativity enablers in the context of social marketing communication. We examine the query through in‐depth interviews with specific respondents with a strong and influential relationship with the subject. This study presents the analysis conducted through Fuzzy‐ISM and Fuzzy‐MICMAC and presents relative findings by providing a structure with the potential to be used in longitudinal studies.

Impact of firm-created and user-generated social media marketing on customers’ purchase intention in the fashionwear industry: evidence from Sri Lanka

PurposeThis study aims to investigate the relative impact of firm-created (FC) and user-generated (UG) social media marketing communication on fashionwear customers' purchase intention (CPI) in Sri Lanka. The primary objective is to identify the influence of social media marketing on the purchasing intention (PI) of customers in the fashionwear industry in Sri Lanka.Design/methodology/approachA standardized online survey was conducted, generating 312 datasets for analysis.FindingsThe empirical findings reveal that both firm-produced and UG social media fashionwear marketing communication has a significant influence on CPI. However, firm-produced social media fashionwear brands demonstrate a higher impact on CPI.Originality/valueThis study highlights the importance of social media marketing communication in shaping customers’ PI in the fashionwear industry in Sri Lanka. Both FC and UG content on social media platforms play a crucial role in influencing customers' intention to purchase fashionwear products. However, firm-produced social media fashionwear brands exert a stronger impact on CPI. These findings emphasize the need for marketers to incorporate effective social media strategies, including both FC and UG content, to enhance customer engagement and drive purchase decisions in the fashion-wear industry.

THE INFLUENCE OF HOSPITAL BRAND IMAGE ON PATIENT'S DECISION TO CHOOSE HOSPITAL: LITERATURE REVIEW

People nowadays with different characteristics are very selective when choosing medical services. Hospitals as service providers are expected to have a good brand image which is the patient's perception of a brand. It is built by trust in care and knowledge about the hospital. The hospital's brand image makes patients recognize and differentiate them from others. Patient selection of health care facilities is a complex process. The brand image expected to had a direct effect on hospital selection. This article explains the influence of hospital brand image on patients' decisions to choose a hospital. The method used is a literature review study and sources from online academic media such as Mendeley. Studies related to the field of health services and searched for using valid keywords. We found 48 articles, and after evaluation, eight selected articles were included in this study. From various studies, we found that brand image positively impacts patients' decisions in choosing a hospital. A hospital's brand image will influence patient perceptions of service quality. The social aspect and marketing communication strategy have proven to be excellent induction processes for establishing a brand image in the minds of consumers.

Implementation of Integrated Marketing Communication Yasika 25

Yasika 25 social foundation carries out social marketing communication through social service activities as part of their marketing plan, in an effort to build better relationships with the community, strengthen brand loyalty, increase consumer trust, and expand market reach. This research aims to describe how Yasika 25 social foundation carries out social marketing communication and what tools are used in its implementation. The research method used is qualitative descriptive by conducting interviews with three individuals involved in Yasika 25 marketing activities. The results of the research show that Yasika 25 uses various social marketing tools such as social media, websites, brochures, and social service activities. Social media is the primary tool for social marketing communication to target audiences, such as Instagram and Facebook. The Yasika 25 website is used as an information medium about their social activities and campaigns. In addition, Yasika 25 also uses brochures as a conventional marketing tool to reach communities that are not connected to social media or their website. During social service activities, Yasika 25 uses marketing tools such as banners, flags, and merchandise as branding efforts and to increase community awareness of their social foundation. The results of this research show that Yasika 25 has been successful in carrying out social marketing communication by using effective marketing tools.

Communication Marketing Capability Through Social Media to Improve Awareness of Climate Change Mediated by Green Knowledge Sharing (A Case Study of Indonesian and Japanese Students)

This study proposes a model of social marketing communication through social media to improve awareness of climate change among Generation Z. The comparative analysis between two nationalities on climate change communication so far is under research. This comparative study discussed the issue of two countries’ Generation Z: Indonesia and Japan. We conducted this comparative study between Universitas Dian Nuswantoro and Universitas Katolik De La Salle in Indonesia and the Tokyo University of Technology in Japan; data were collected by distributing questionnaires from January to March 2020, right before the outbreak of the Covid-19 pandemic. This research has withdrawn respondents of 200 sophomore students representing Generation Z in both universities with the criteria of frequent engagement in social media to have environmental awareness. This study revealed that hypothesis 1, social media communication marketing capability has a significant impact on climate change awareness, hypothesis 2, that communication marketing capability has a significant effect on green knowledge sharing, and hypothesis 3, that green knowledge sharing has a significant impact on climate change awareness. The research findings revealed that green knowledge sharing was essential in bridging the gap between communication marketing capability and climate change awareness. Therefore, to effectively improve climate change understanding among Generation Z, our research suggests including green knowledge sharing through social media. Students of both countries grabbed green knowledge sharing, and people can consider this study that represented two countries to improve how to communicate climate change awareness among Generation Z.

The persuasive effects of social media narrative PSAs on COVID-19 vaccination intention among unvaccinated young adults: the mediating role of empathy and psychological reactance

PurposeSuccessful social marketing campaign to promote COVID-19 vaccination for the unvaccinated relies on increasing positive reactions but also reducing negative responses to persuasive messages. This study aims to investigate the relative effects of narrative vs non-narrative public service announcements (PSAs) promoting COVID-19 vaccination on both positive and negative reactions. Using social media as a tool for disseminating marketing campaigns provides a great opportunity to examine the effectiveness of narrative PSAs on vaccination intention, especially among unvaccinated young adults, who were the target audience of the social marketing. This study explores the role of empathy and psychological reactance as underlying mechanisms.Design/methodology/approachAn experiment involving unvaccinated young adults was conducted with a one-factor, two-condition (message type: narrative vs non-narrative) design.FindingsResults indicated that the narrative (vs non-narrative) PSAs led to greater empathy. While no direct effects of message type emerged on psychological reactance or vaccination intention, results of a serial multi-mediator model confirmed that empathy and psychological reactance mediated the effects of message type on vaccination intention.Originality/valueThe study extends the understanding of narrative persuasion by examining an underlying mechanism behind narrative persuasion in a COVID-19 PSA. This study provides empirical evidence of the important role of empathy in processing narrative PSAs. Moreover, the current study expands narrative persuasion’s applicability to COVID-19 vaccination intervention messages for unvaccinated young adults, highlighting the effectiveness of narrative persuasion as a social marketing communication tool.

Influencing people for good: Waste bank and social marketing communication strategies

Waste bank is one of mitigation strategies to reduce climate change impacts. This research focuses to examine the social marketing communication strategies used by the opinion leaders as social marketers to persuade people in Pendulan Hamlet to actively participate in the implementation of the waste bank. The study employed descriptive qualitative method. The data were collected using field observation, interviews, and documentation. The results found there were two main strategies to persuade people: (1) face-to-face communication; and (2) group communication. In addition, the characteristics of rural areas are important factors that influence the successful of social marketing communication strategies.

The Effect of Corporate Social Responsibility Commitment and Marketing Communication on Banking Marketing Performance in the Metropolitan City of Bandung

The Effect of Corporate Social Responsibility Commitment and Marketing Communication on Banking Marketing Performance in the Metropolitan City of Bandung

Creativity as the key to success—a plea for more guts in social marketing communication

AbstractDespite numerous campaigns, the efforts made not only to inform people of the Strategic Development Goals (SDGs) but also to persuade them to contribute individually to the task of achieving these goals have not yet been sufficient. Namely, awareness of the SDGs remains very low among broad sections of the population. In addition, the statements of these goals are not understood in many cases (World Economic Forum 2020). Finally, behavioural changes based on relevant insights have hitherto been insufficient. This situation is also reflected in the UN report, which attests to the insufficient progress made with regard to achieving the SDGs in most countries and notes that in 2020 and 2021, the SDG Index Score even stagnated (Sachs et al., 2022). However, when one’s back is literally against the wall and the achievement of the SDGs within the establish timeframe seems to be becoming increasingly unlikely, the promotion of the courage necessary to find new creative solutions can represent an escape from this perceived standstill.

Decision-Making for HIV AIDS Prevention: Altruism and the Moral Norm

ABSTRACT The purpose of this enquiry was to understand how gay men form and maintain their attitudes toward HIV transmission preventative behaviors. Autobiographical life histories of sixteen gay men showed that once they acquired knowledge of preventative behavior they consistently adhered to that behavior. They adhered because of fear of HIV infection and because they held a moral norm that obligated them to behave altruistically (Schwartz, 1977) to protect not only themselves, but also their sex partners, loved ones, and their positive self-evaluation. They saw their HIV negative status, and their adherence, as pre-requisite and enabler for achieving their goals in life. Dick and Basu’s (1994) Framework for Customer Loyalty, a commercial marketing communications theoretical framework, explains development and maintenance of these men’s loyalty (their consistent adherence). This understanding, within a marketing communications framework, will inform development of social marketing communications aiming to increase adherence to behaviors that prevent HIV transmission.

"A Streetcar Named Instagram Desire": Evolutionary Psychological Perspectives on the Multifarious Human Desires That Shape Instagram Selfie-and-Groupfie Cultures.

Instagram not only offers an arena for the fulfillment of basic human desires but also cultivates new types of multifaceted desires and consumptions in Web 2.0 environments. This study aims to examine a wide variety of dispositional, psychological, and attitudinal predictors of Instagram consumption and selfie-and-groupfie cultures. Three cross-sectional surveys (Study 1 (N = 108); Study 2 (N = 140); Study 3 (N = 557)) were conducted, and empirical data were analyzed using structural equation modeling (SEM) with Mplus 8.0. Study 1 shows associations among appearance-related self-confidence, appearance-related actual–ideal self-discrepancy, materialism, and Instagram consumption. Study 2 confirms relationships among weight status perception, self-esteem, eating disorder, malicious envy, and Instagram consumption intensity. Study 3 further demonstrates dynamic associations among eating disorders, perceived mate value, narcissistic grandiosity, envy, social comparison, intrasexual competition for mates, and frequency of posting selfies/groupfies on Instagram. Theoretical contributions to the psychosocial and human aspects of the Web 2.0 digital culture, managerial implications for online dating cultures, and practical implications for consumption markets including social media-based health communication, cultural communication, and marketing communication are discussed.

Social Marketing Communication of Peace Education Program by Peace Generation Indonesia

Indonesia is a multicultural country that every year has reports of increasing rates of intolerance and a high potential for conflict. So that peace education is needed to prevent it. Peace Generation Indonesia or PeaceGen is a Non-Government Organization (NGO) working in the field of peace based in Bandung. The activities they do include the development of peace training through creative media and game-based learning, creating peace learning media, and activating peace content. PeaceGen has also produced more than forty thousand Agents of Peace (AoP) to spread peace. This study aims to find out the social marketing communication activities carried out by Peace Generation by reviewing and analyzing program design, promotion mix implementation, utilization of the “AoP Journey” digital platform, and the role and ability of the Agent of Peace Coordinator in fostering relationships with the Agents of Peace. This research uses qualitative methods and a case study approach. The results of the study show that the marketing communication carried out by Peace Generation seeks to produce peace education using collaborative programs and collective actions to create a peace-loving society. However, the use of digital platforms in their activities still allows for technological gaps.

Road Safety Association (RSA) Social Marketing Communication in Changing the Behavior of Young Drivers in Indonesia

As the fourth most populous country globally, the country has a very high number of traffic accidents. Casualties due to accidents in Indonesia are more than the number of victims of terrorism, tsunamis, and floods. The number of traffic accident casualties in Indonesia is about 28-30 thousand people per year, ranking second among the countries in ASEAN. In Indonesia, traffic accidents, especially those involving motorcyclists, are relatively high. Even if there are 1 million incidents in one day, then 2.76 percent occur in Indonesia, with the average victim being in the productive age between 15 to 22 years. Road Safety Association is a non-governmental organization that conducts social marketing communication activities in campaigning for safe driving. The approach of this research is descriptive and qualitative. Data collection techniques are interviews and literature studies by exploring relevant data through books, websites, and documentation. From the field findings and interviews, Road Safety Association has conducted Road Safety campaign activities using various media. Such as print media (such as brochures and banners), electronic media (such as television and radio), and internet media (website, Facebook, Instagram, and Twitter). In addition, RSA also often conducts campaigns face-to-face through roadshow activities, action down directly to the highway, training, and counseling. RSA is also actively working with government and international NGOs for Road Safety.

Is social media a panacea for social marketing communication? A scoping review

Recognizing the potential of social media as an integral driver of communication that facilitates two-way conversations, this scoping review seeks to identify and synthesize salient benefits and challenges of social media usage reported in social marketing communication. Following a systematic literature review procedure, 31 social marketing studies utilizing social media communications channels were identified. The findings were thematically grouped under eight main topics: targeted reach and raising awareness, continuous consumer insight, ongoing interaction and dialogue, promoting behavior change, cost and time efficiency, discussing sensitive issues, building relationships and social media challenges. Identified taxonomies inform future research.

Bibliometric Analysis The Effect of Health Protocol Social Marketing Communications on New Adaptations Covid-19 Pandemic

The bibliometric approach is an analysis carried out with the aim of developing scientific fields taken from the analysis of previous journals or articles selected through the Web of Science, Scopus, Google Scholar and Semantic Scholar. The purpose of using bibliometric analysis is to find out how many journals with the theme of the influence of social marketing communication on health protocols on new adaptations during the covid-19 pandemic. The purpose of this study is to measure the depth of public awareness regarding the application of health protocols during the COVID-19 pandemic. With the elements contained in social marketing communication theory, it can increase knowledge and change people's behavior regarding the application of health protocols during the covid-19 period. The method for measuring the quantity of publications is done by taking data from Google Scholar and Semantic Scholar then analyzed using Vos viewer. The results of the visualization will be explained in detail through theoretical dialogue and the results of bibliometric analysis from journal publications with keywords Bibliometrics, Social marketing communication, Health protocols, Covid-19 can be additional references and research can be developed more broadly.

Strategi Komunikasi Pemasaran Sosial Pendidikan Tertib Berlalu Lintas pada Kalangan Anak Usia Dini

The problem of underage driving has now become a serious social problem in Indonesia. As a result, there are many accidents that should not have happened. Therefore, traffic education is very important to be done from an early age. This study aims to examine the offline social marketing communication strategies for traffic education carried out by the Klaten Resort Police Traffic Unit. The results of the study found that there were two main strategies in communicating traffic education, i.e.: direct communication and group communication. These two strategies are implemented both for children as educational targets and for the manager of the BERSINAR Traffic Education Park as facilitators. This research also confirmed the importance of traffic education for children at a very early age.

On the Identification of the Key Factors for a Successful Use of Twitter as a Medium from a Social Marketing Perspective

Public administrations are organizations whose mission is to serve the interests of society by providing efficient and sustainable services. Much of the information received from public administrations uses social media due to their versatility and capacity to reach a large number of citizens. Among them, Twitter is the most widely used, especially to disseminate messages with a high social content. This type of messages falls within the discipline of social marketing. However, when public administrations use Twitter for social marketing communication, it is not known which factors are the most decisive to achieve the social objective for which they are issued. This article provides an answer to this question, using the Analytic Network Process Multicriteria method to determine which factors matter and how they are interrelated when issuing social marketing messages through Twitter. The result of this research reveals that from the 22 factors analyzed, the most influential from a social marketing point of view are the average age of population, the existence of a strategic communication plan, the number of tweets and the average number of tweets per day, the number of followers, retweets and mentions, as well as the efficiency of the account.