Use Of Marketing Communications Research Articles

THE EFFECT OF MARKETING COMMUNICATION AND RELIGIOCITY ON CUSTOMER LOYALTY

The purpose of this study is to analyze the influence of marketing communication variables and religiocity variables on customer loyalty. This study also analyzed the role of religiocity variables as mediator variables between marketing communication variables and loyalty variables.This research uses a quantitative approach. and interviews with five respondents to confirm quantitative research findings. Sampling was conducted in February 2022. The population in this study was the entire Karateka Dojo 37 Indonesia in Rawamangun, East Jakarta. The number of samples in this research was 75 respondents. This number of samples meets the conditions in the analysis using the SEM-PLS method.The results of this study prove that marketing communication has a positive and significant influence on customer loyalty. Meanwhile religiocity has no influence on customer loyalty. The results of interviews with five respondents revealed that the improper way of delivery led to a multi-interpretation of the religiocity aspect. The religiocity variable cannot act as a mediator variable between marketing communication and loyalty.This research contributed to the theory of customer retaining strategies, especially in karate organizations in Indonesia. This research also proves that in today's era of very fierce competition, the use of marketing communication is one of the most effective ways to maintain customer loyalty.

The potential of marketing communications to protect social workers in times of crisis

ABSTRACT Socially stigmatized service workers (SSWs) like probation officers, social workers, and even aged care workers are often subject to negative media scrutiny when a crisis occurs, leading to public outrage and subsequent high attrition rates. The primary focus of this study is to examine the potential for marketing communication to generate a state of empathic concern amongst the public towards SSWs because an empathic public is less likely to want to punish, despite media calls to do so. A case is presented for the use of marketing communication explained through the lens of narrative execution and the general theory of emotion. Using a content analysis of public service announcements from representative bodies of social workers, in the US, UK and Australia we find little evidence of strategic intent to use narrative format or elicit empathic concern. A call and direction for further research is made in light of this finding.

Online Marketing Communication of Polish National Art Museums in Comparison to Selected European Museums

Abstract The aim of the article is to present the results of the comparative analysis of online marketing communication in three national art museums in Poland and the comparable museums in European cities, that could serve as a model for the use of marketing communication on the Internet. Marketing communications on the Internet of selected museums have been compared in three categories: website usability and responsiveness — in this category the cognitive walkthrough method was used; online advertisements — in this category a survey, distributed by email had been used to collect information from people responsible for marketing communication in selected museums and the results of the survey were subject to comparative analysis; social media marketing — in order to determine how selected museums are using social media, a content analysis of museums’ profiles on Facebook, Twitter, Instagram, and YouTube was conducted. The number and type of posts that museums posted during the month (July 1–31, 2019) and the number and type of collected responses were compared using the questionnaire. Based on the conducted analyses, basic problems related to the communication of Polish national museums online have been identified and recommendations for museums have been formulated.

Green Marketing as a Tool Influencing Consumerś Behavior: Slovak Case Study of Regional Mark Preference

The article offers an overview of forms and strategies of marketing communication in consumerś environment, the use of marketing communication with environmental elements and its research under Slovak conditions. In the strategy of the last years, Slovakia has adapted to European conditions of the commercial behaviour of consumers. Methods of mapping marketing tools in environmental management of companies and evaluating their effectiveness have been becoming actual management tools. Strategies of sustainability and environmental ethics are a common and acceptable marketing advantage on the market at present. The article communicated research of impact a green marketing by regional or green brand in Slovak regions Podpoľanie and Ponitrie. Gender, education level, monthly income and product price was main indicator for quantitative and marginally qualitative research data. Regional diversity is still evident in green marketing mainly in gender preference.