Strategic Marketing Communication Research Articles

The Influence of Storytelling Marketing, Brand Ambassadors, and Tagline on Purchase Decisions of a Local Brand’s Lip Products

This research aims to analyze and determine the effect of storytelling marketing, brand ambassadors, and taglines on purchasing decisions for Wardah lip products for Undergraduate Management Study Program students of UPN “Veteran” Yogyakarta. Questionnaires were distributed using nonprobability purposive sampling techniques, and regression analysis was adopted to test the predetermined hypotheses. The results of this research show are: (1) Storytelling marketing, brand ambassadors, and taglines together have a significant effect on purchasing decisions for Wardah lip products; (2) Storytelling marketing partially has a positive and significant effect on purchasing decisions for Wardah lip products; (3) Brand ambassadors partially have a positive and significant effect on purchasing decisions for Wardah lip products; (4) Tagline partially has a positive and significant effect on purchasing decisions for Wardah lip products. The findings indicate that storytelling marketing, brand ambassadors, and taglines significantly influence purchasing decisions for Wardah lip products, both individually and collectively. These results highlight the importance of strategic marketing communication in shaping consumer preferences and suggest that brands should leverage these elements to enhance their market appeal.

Event study analysis of immoral incidents and social activism in athlete endorsement

Purpose While studies have highlighted the benefits of athlete endorsement as a means of strategic marketing communication and public relations, there are risk factors associated with the practice, especially when a celebrity endorser is involved in immoral incidents or social activism. This study examined the impacts of athlete endorsers’ controversial behavior on sponsors. It scrutinized the change in publicly traded corporations’ shareholder value when their athlete endorsers were implicated in either immoral conduct or social activism.Design/methodology/approachUsing the event study analysis, this study investigated the sponsored corporations’ abnormal returns around athlete endorsers’ involvement in immoral incidents and social activism. Total 34 cases (18 immoral scandals and 16 social activism) were collected from 2009 to 2019.Findings The data analysis revealed a significant difference in abnormal returns between the two different types of incidents for the four different windows (2, 4, 8 and 15 days) after the date of the focal event. While scandals of immoral conduct did not cause significant loss in shareholder value, cases of social activism showed negative abnormal returns for sponsoring corporations.Originality/value This study presented the first comparative analysis of how endorsers’ immoral behavior and social activism impacted on the shareholders’ value of sponsoring firms. Using stock performance data, the findings provided the empirical evidence in stock markets’ different reactions regarding scandals and social activism. The study contributes to the relevant body of literature by comparing the different contexts in celebrity endorsement.

Trans-Parasocial Relationship on TikTok Live Shopping: A Netnography Study of Streamers and Audiences Interactions

Social media live shopping has grown rapidly and become common in Indonesian e-commerce since 2020. The development of live and real-time interactions between streamers and audiences establishes trans-parasocial relationships. The relationship is an extension of the parasocial concept, where this seemingly reciprocal relationship occurs between streamers and their audience. This study aims to explore the processes and patterns of forming trans-parasocial relationships between streamers and audiences during TikTok Shop live shopping sessions in Indonesia. This study employs a qualitative method with a netnography study conducted during TikTok Shop live session and post-session comments on X/Twitter. The data include verbal statements from the streamers and audiences on the chat sections, as well as the audience’s posts with keywords related to streamers on platform X/Twitter. Based on data categorization analysis, this study identifies five aspects of the formation of trans-parasocial relationships; (1) building proximity, (2) engaging in self-disclosure, (3) addressing personal acquaintances, (2) receiving audiences’ responses, and (5) creating a reciprocal interaction. The proximity between streamers and audiences can be virtually built by both parties by incorporating conversations about topics rather than products during live sessions. The formation of trans-parasocial relationships leads the audience to keep watching TikTok live shopping and could become a strategic online marketing communication method.

The Role of Digital Influencers as Opinion Leaders in Strategic Marketing Communication among Boutique Owners in Nairobi, CBD, Kenya

Purpose: The objectives for the study was to establish the role of digital influencers as opinion leaders in strategic marketing communications. Methodology: A descriptive research design was used. The population of study was boutique owners in Nairobi CBD, from which a sample were drawn. The sampling technique was purposive sampling based on the respondent’s special characteristics necessary for the study. Questionnaires containing both open and closed ended were used as the research instruments for the study. The data collected was then processed and analyzed using SPSS software or Advanced Excel. Data was presented inform of tables. Findings: The results indicated that descriptive statistics were used to evaluate the relationship between the roles of digital influencers as opinion leaders in strategic marketing. Respondents indicated that digital influencers were extremely influential as opinion leaders in strategic marketing. The inferential results further indicate that there was a positive relationship between the role of digital influencers as opinion leaders and strategic marketing however the relationship was found not significant (β= 0.03, P-value 0,051> 0.005). Unique Contribution to Theory, Practice and Policy: The study was anchored on elaboration likelihood model theory. The study recommends formulation policies regulating social media platforms so as to ensure more accountability and credibility of the information shared in those platforms.

Data Analytics and Marketing Communication Performance of Nigerian Organisations

This study investigated the effect of data analytics on marketing communication performance of Nigerian organizations based on insights from JCDecaux Nigeria in Lagos state. The methodology of the study was based on quantitative research approach based on sample size of one hundred (100) respondents selected through multistage sampling techniques was consisting of purposive sampling technique to select the organization of choice (JCDecaux Nigeria and its employees in Lagos state and convenience sampling technique was used to select individual respondents. The data in this study was analysed using frequency distribution, simple percentages and means as descriptive statistics while Pearson Correlation analysis was used to test the hypotheses using Statistical Package for Social Sciences (SPSS). The results indicated that there is significant effect of data analytics on conversion rate of marketing communication in JCDecaux Nigeria in Lagos state based on the hypotheses one tested and indicated by R square value of 84.6%. Also, there is significant effect of data analytics on advertising effectiveness in JCDecaux Nigeria in Lagos state, based on the hypotheses two tested and indicated by R square value of 71.4%. Finally, data analytics has significant effect on revenue generation in JCDecaux Nigeria in Lagos state, based on the hypotheses three tested and indicated by R square value of 92.2%. This study concluded that data analytics plays significant role in affecting marketing communication performance of JCDecaux Nigeria in Lagos state. This is based on the consideration that data analytics from customer information assists in improving customer conversion rate, advertising effectiveness and overall revenue generation, based on the fact that organizations can effectively tailor marketing communication to customers. In view of the findings and conclusion, this study recommended among other things that organizations and management should develop strategic marketing communication that are well aligned with the unique characteristics of customer information from data analytics.

Analisi Strategic Location dan Marketing Communication Terhadap Minat Beli di Perumahan Azalea Garden Tanggerang

This study aims to determine the effect of strategic location and marketing communication on the purchasing decisions of respondents who are housing owners in Azalea Garden. This research is descriptive. Primary data and secondary data were obtained. Secondary data was obtained from various sources such as journals, books and other related primary publication data obtained by distributing questionnaires to target respondents. By using convenience sampling technique, the target sample is at least 100 respondents. The analytical method used in this research is Variance Based Structural Equation Modeling - Partial Least Square and data processing using SmartPLS version 3.0 program. This study shows the results that strategic location and marketing communication have a positive relationship and have a significant effect on purchase intention. The variability of strategic location and marketing communication constructs is 70.1% on purchase intention.

The Influence of Shoppable Content Readability on Consumer Engagement in Brand Pages

Social media platforms have become prominent channels for e-commerce, and the role of social network sites’ (SNS) content marketing is expanding as a strategic marketing communication approach to attract and retain consumers and increase sales. In this study, we focused on South Korea market and explored the influence of linguistic complexity and informality on consumer engagement. In particular, we identified the importance of complexity, focusing on its negative effects, as well as the moderating effect of commerce features to minimize these effects. Specifically, content length, hashtags, long words, and average sentence length significantly and negatively impacted consumer engagement. The influence of emojis, an informality variable, was not statistically significant. Shoppable tags, a commerce feature that provides both advertising explicitness and shopping convenience, were a moderating factor in the influence of complexity. Our findings provide new insights for content marketing researchers, and have practical implications for social media managers and content developers.

Biomarketing: Understanding Brand Perception through Biological Process, and User-Friendly Materials and Platforms

Abstract The aim of this work is to provide a cogent review of biomarketing. This review work will pave the way for the study of how brand engagement and buying decision could be understood through the biological perspective by holistic and strategic marketing communications. The methods used was the mining of relevant literature and websites on marketing with perspective of biology. Biomarketing is an emerging discipline that traverse the fields of social and biological science. Biomarketing pose that the interactions between salespeople and customers can be studied from a biological perspective. The emerging research in marketing studies of buyer–seller interactions has explored the role of genes, hormones, and pleasure and pain processes. Clarity in health communication aid customer understanding of brand information. Future work in biomarketing field would be to investigate the mechanistic association of biomarkers in brain and blood of customers with the brand and the market benefits.

Understanding changes in a brand’s core positioning and customer engagement: a sentiment analysis of a brand-owned Facebook site

The increasing power of social media has created unprecedented opportunities for marketers. In particular, brand-owned social media seems to be an increasingly popular way of enhancing a brand’s position, connecting with customers, and improving customer engagement with the brand. To guide strategic marketing communication decision-making on social media, the current study extends the relationship communication model and offers an analytical workflow to gain new insights from unstructured textual data available on brand-owned social media. The workflow utilizes an eclectic mix of analytical tools such as word clouds, and cluster and word association analyses, which collectively allow for identification of main topics and their temporal evolution in unstructured textual data from a brand’s social media. In doing so, the proposed workflow offers researchers and practitioners a step by step procedure to make sense of such textual data, which may prove unwieldy and overwhelming otherwise. Furthermore, to manifest the utility of the proposed workflow, it is applied to illustrative data collected from a brand’s Facebook page. Results from this example analysis point to a slight fading of the brand’s perceived core position as an event avenue, as well as an evolution of customer sentiments that may reflect different levels and types of customer engagement with the page. Finally, we discuss the implications of our findings for research and brand management practice, as well as the study’s limitations and future research opportunities.

The Influence of Perceived Quality on Product Purchase Intention Through Event

An important consideration factor for consumers to choose home appliances products is product quality. Marketing communication can be a medium for companies to convey information about products and their advantages as well as a stimulus that drives consumers to make purchases. Modena chooses event marketing communication tactics namely Culinaria Modena so consumers can know and experience first hand the quality and features of the product. The purpose of this study was to determine the effect of perceived quality on buying interest through the Culinaria Modena event. The results of the study stated that there is a strong influence between perceived quality on buying interest through events. This states that the event is a strategic marketing communication to build buying interest. It is recommended to Modena to increase the frequency of organizing Culinaria Modena and events become the main choice in marketing communication tactics.

Stakeholder dynamics of contextual ambidextrous capabilities and authenticity: A conceptual synchronisation for competitive advantage

The combined effect of strategic ambidextrous management (dynamic capabilities and contextual ambidexterity), marketing and brand communication management has been implicitly and explicitly identified as bearing critical implications for competitive advantage. However, the mutual influence of these knowledge streams on competitive advantage as well as its key component of contextual ambidexterity are much under-researched. This article follows an inductive constructivist method to develop a theoretically founded conceptualisation of the means through which the various stakeholder contextual ambidextrous dynamic capabilities can leverage the organisational authenticity learning process in cross-functional management to explore and exploit new competitive advantage scopes. Specifically, this research proposes a theoretically synchronised conceptual framework that focuses on identified key attributes of the knowledge streams, interlinking their individual and combined influences on brand positioning and corporate reputation for the creation of competitive advantage. Scholarly and empirical implications are also presented along with future research avenues.

УПРАВЛІННЯ ІНТЕРНЕТ-МАРКЕТИНГОВИМИ КОМУНІКАЦІЙНИМИ СТРАТЕГІЯМИ ВИСОКОТЕХНОЛОГІЧНИХ ПІДПРИЄМСТВ І СТАРТАП-ПРОЕКТІВ

This article contains development of effective Internet-marketing communicational strategy on a high-tech company in the time of digital interaction in the plane of the marketing environment. Theoretical and methodological provisions for managing Internet-marketing communication strategies of high-tech companies and startup projects have been expanded. It is established that the separation of the target audience and its specific sectors allows company to increase the degree of targeting of marketing communication strategies. This mediates the formation of marketing and communication effectiveness of such strategies in the digital environment. It is determined that advertising strategy is a more creative complex, consisting of a unique offer and transmitted to consumers through the advertising. This article contains the application of the method of forming the budget of marketing communications based on the goals and objectives of the incentive complex. In this case, goals, tasks are determined, necessary costs are calculated. The role of strategic and tactical marketing communications in partnerships is very important because that it contains a system of elements, innovative interaction tools. The Pertinence Coefficient is calculated as an assessment of the choice of marketing communications correctness. An analysis of the “MORE PYVA” company partnership with suppliers and customers was conducted. It is noted that the observed company uses one of the competitive strategies identified as the Strategy of the Leader according to P. Kotler. The company also applies a defense strategy, called “Market Share Protection”. The marketing communication strategy of the company is defined as Strategy of “Pushing”. The matrix of strategic balance (SWOT) of the enterprise was formed. It was found that the analysis and definition of the target audience is important in creating a digital strategy. There is a need to explore the values and social status of consumers and the channels through which it is possible to interact. The “MORE PYVA” chain emphasizes youth meetings, company vacations and fun rest in general. Therefore, company’s Instagram account filled by bright photos and videos of vacation with friends, in nature or at home.

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%

Understanding backers’ interactions with crowdfunding campaigns

PurposeCrowdfunding has become a popular method to acquire capital for entrepreneurial ventures. To successfully achieve funding goals, it is critical for crowdfunding campaigns to attain support of individuals (backers). This paper aims to presents a conceptual model that links a reward-based crowdfunding campaign’s product, pitch and promoter characteristics to expert and casual backers’ evaluation and behavior.Design/methodology/approachThis paper draws from literature from consumer behavior, network, signaling and informational social influence theories to design a conceptual framework that highlights factors that influence potential backers’ participation in crowdfunding campaigns.FindingsIt is demonstrated that the conceptual framework presented in the manuscript usefully organizes the real-world tactical marketing decisions of a crowdfunding backer while also being readily amendable to integrating theoretical accounts of human behavior from a diverse body of social science literature. Empirically testable propositions are derived from this social science literature and recast into a manner that could be investigated in the crowdfunding context to expand the body of knowledge on this topic.Practical implicationsThis manuscript provides a framework that can be useful to crowdfunders who wish to strategically plan how their marketing communication plan features may be tailored to attract both early- and late-stage crowdfunding backers.Originality/valueThis paper is novel in the crowdfunding literature because it integrates a diverse body of literature to explicitly identify how the strategic and tactical marketing communication characteristics of a crowdfunding campaign are likely to differently influence different types of potential crowdfunding backers.

The logo change at Gap North America

Synopsis The case study outlines the strategic, marketing, and branding challenges faced by Gap, a brand within the Gap Inc. house of brands. The case contains a summary of Gap's history, which illustrates the driving forces behind Gap's previous growth, its status as an American iconic brand, and its struggle to stay relevant. This sets the stage for Gap's rebranding exercise, which included an attempt at changing their iconic logo. This case provides students with the opportunity to learn about brand life cycles and the implications of a logo change for brand equity, brand associations, and brand positioning. Research methodology This research is based on published sources. Relevant courses and levels The case can be used in courses in strategic brand management, retailing, fashion marketing, marketing communication, or corporate communication at the graduate or advanced undergraduate level. The case will be particularly useful for those who already understand branding and consumer behavior, but who may not have learned anything about rebranding or strategic brand management. It is not suitable for undergraduates who have not studied branding at all.

Painting Your Point: The Role of Color in Firms' Strategic Responses to Product Failures via Advertising and Marketing Communications

Color plays a significant role in firms' strategic marketing communications and advertising. This research examines how color (red versus blue) in advertising and marketing communications that follow a firm's failure dynamically influences consumers' interpretations of negative firm information and sensitivity to the firm's response to the failure. We find that the color red used in postfailure advertising and firm marketing communications narrows the scope of consumers' conceptual attention on the firm failure and makes consumers less sensitive to a firm's response to the failure. In contrast, exposure to the color blue expands the scope of consumers' conceptual attention and makes them integrate the firm's response in their firm evaluations. In addition, the negative effect of red is mitigated via the use of a more benign cue, leading to the broadening of the scope of conceptual attention and integration of a firm's response that are consistent with blue cues.

Strategic Marketing Communication: The Case For SMME Development

Strategic marketing communication is imperative for the successful implementation of projects of developmental corporations. Business development in the North West Province, South Africa however, seems to be hampered by the lack of effective marketing communication from the NWDC regarding its support services and the lack of feedback from the registered SMMEs regarding their satisfaction with services rendered. This study was aimed at determining whether effective strategic marketing communication exists between the North West Development Corporation (NWDC) and all their registered Small, Medium and Micro Enterprises (SMMEs) in the North West Province. The study adopted qualitative and quantitative research approaches (mixed method). A non-probability, convenience sample of 82 participants were used from a population of 140 SMMEs. For the quantitative part of the study, semi-structured interviews were conducted by the researcher in order to gather information about the support services that the North West Development Corporation offers. SMMEs indicated uncertainty about being aware of the support services offered by NWDC. The findings of the study show that the marketing of the NWDC is not reaching the targeted audience at an acceptable level. The study can conclude that a significant number of the SMMEs do not have the required awareness of the NWDCs support services. It is recommended from the study that good strategic marketing communication will encourage organisational sustainability which will also be beneficial to future SMME entrepreneurs and the economic development of the region.

Best Practice in the Use of Social Networks Marketing Strategy as in SMEs

Small and medium enterprises (SMEs) are often the driving force driving the economy of the countries, however, are not always fully exploit its innovative and creative capacity because many of these companies do not know the tools for today gives us the technology, worse the benefits we provide social networks. The aim of this article is intended to discuss best practices in the use of social networks as strategic marketing communication in SMEs. The methodology used in the research is based on the analysis of the state of science, exploratory study on the use of social networks and case studies of success. As a result there are two contributions to the enrichment of scientific literature on the subject: i) identification of best practices in the use of social networks and, ii) social networking as a marketing strategy for SMEs.

How Can Marketing Academics Serve Marketing Practice? The New Marketing DNA as a Model for Marketing Education

This article seeks to address how marketing academics can best serve marketing practice through marketing education. It is contended that, where technology is driving marketing in practice, it is afforded significantly less attention in both theory and education. Thus, the marketing graduates being produced from universities are often lacking in the skills that 21st-century marketers require. Where the focus of the article is on marketing education, a broad analysis of the content of marketing textbooks and degree programs is presented and an “old Marketing DNA” presented. The study also adopted an inductive approach to data collection where the aim was to investigate the exact nature, constituency, and role of marketing in organizations. Qualitative in-depth interviews were undertaken with senior marketing managers and executives in U.K. organizations. Findings are organized into the areas of customer-led marketing, value-driven strategic marketing, channels, data-driven marketing, and online and off-line integrated marketing communications. The article concludes that there is a disconnect between marketing education and marketing practice and goes some way to recommending what the response of marketing academia should be through the “new Marketing DNA.” This article aims to inspire a holistic response from marketing educators to bring their practice more in line with what is actually being practiced by marketing practitioners in the 21st century.

Unfortunately The Introduction Of Our New Product Will Be Delayed: An Exploratory Examination Of Factors That Influence A Firm To Announce Changes In Its New Product Plans

<p class="MsoBodyTextIndent" style="text-align: justify; line-height: normal; text-indent: 0in; margin: 0in 0in 0pt;"><span style="font-size: 10pt;"><span style="font-family: Times New Roman;">New product preannouncement research investigates formal and deliberate communications by a firm regarding its future new product introductions (e.g., types of new products, new product attributes, plans for distribution, planned launch date). However, previous studies have primarily focused on communication related to the firm’s intent to introduce a new product and largely ignored communications regarding changes in their status, such as launch delays as well as cancellation of the new product introduction. The goal of this study is to address this shortfall by examining antecedents factors<span style="mso-spacerun: yes;">  </span>influencing a preannouncing firm (i.e., one that preannounces its new products) to also announce changes in to its new product introduction plans (NPCs); specifically, delays in the introduction of a new product or its cancellation. This topic is particularly relevant given the importance that recent studies have placed on the investigation of false new product preannouncements or bluffs, especially in the software industry where they are termed vaporware.<span style="mso-spacerun: yes;">  </span>Furthermore, in the wake of the many recent high-profile corporate scandals (e.g., Enron and Tyco), a growing emphasis on corporate disclosure, particularly regarding performance shortfalls (e.g., new product delays and cancellations), also highlights the need for further research on corporate communication regarding changes to new product introduction plans.<span style="mso-spacerun: yes;">  </span>Additionally, unlike most extant preannouncement research that attempts to examine differences between preannouncers and non-preannouncers, our study only examines firms that preannounce their new product introductions and then, goes further, by examining post-preannouncement behavior. In developing our framework, we propose five antecedents that motivate a preannouncing firm’s propensity, when the situation arises, to issue announcements regarding delays in a new product introduction or its cancellation. Additionally, we highlight the use of NPCs as strategic marketing communication tools that can continually inform and influence a wide range of target audiences (e.g., buyers, employees, supply chain participants, investors, and business media). The hypotheses are tested via factor score regression with a sample of 221 U.S. – based manufacturers. Our findings indicate that it is not the firm’s desire to communicate in a general sense through information sharing nor its concerns regarding competitors that motivates preannouncing firms to issue NPCs. Instead, the preannouncing firm’s desire to build its reputation, the innovativeness of its industry, and the degree to which buyers must make substantial pre-purchase investments are the main drivers of communication regarding changes to its new product introduction plans. As a set, these findings are particularly interesting as they indicate that the preannouncing firm’s desire to reduce uncertainty, often in its own favor, underlies its decision to issue NPCs. </span></span></p>