Purpose: This paper evaluates which characteristics of marketing communication content distributed on social networks impact electronic word-of-mouth (e-WOM). Research design, data, and methodology: ...Quantitative research was carried out on 637 Vietnamese people aged from 18, who were exposed to marketing communication programs of fashion brands. Preliminary data were analyzed by the reliability of the scale, multivariate regression analysis, and analysis of variance. Results: The research findings have identified the four characteristics of social media content that positively impact e-WOM, including entertainment, interaction, trendiness, and customization. Participants aged 30 and under have a higher appreciation for media content and e-WOM than those from 31 and over. Conclusion: To promote e-WOM, marketing communication content distributed on social networks should focus on the following characteristics: (1) The entertainment of marketing communication content should involve positive emotions, fun, and enjoyment; (2) With interactive content, focus should be placed on discussion and exchange content, content that encourages sharing, and two-way interactive content; (3) For trending marketing communication content, marketers consider communicating brand-related latest information, up-to-date information, and hot discussion topics; and (4) When creating customized content, brands should be interesting, customized (information, product, price), and unique. KCI Citation Count: 0
Penelitian ini meneliti tentang pengaruh pemasaran langsung dan promosi penjualan terhadap keputusan pembelian produk Wardah Exclusive Matte Lip Cream di Tokopedia. Penelitian ini bertujuan untuk ...menguji dan menganalisis mengenai pengaruh pemasaran langsung dan promosi penjualan terhadap keputusan pembelian produk Wardah Exclusive Matte Lip Cream khususnya di Tokopedia. Konsep yang digunakan dalam penelitian ini adalah bauran promosi, pemasaran langsung, promosi penjualan dan keputusan pembelian. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei. Pengumpulan data dilakukan dengan menyebarkan kuesioner secara online dengan jumlah responden sebanyak 107 orang. Pengambilan sampel dilakukan dengan teknik simple random sampling. Hasil penelitian menunjukkan bahwa pemasaran langsung tidak berpengaruh secara parsial terhadap keputusan pembelian dan promosi penjualan berpengaruh secara parsial terhadap keputusan pembelian dari produk Wardah Exclusive Matte Lip Cream di Tokopedia serta pemasaran langsung dan promosi penjualan berpengaruh secara simultan terhadap keputusan pembelian dari produk Wardah Exclusive Matte Lip Cream di Tokopedia. Kata kunci: pemasaran langsung, promosi penjualan, keputusan pembelian.
Pertumbuhan industri bisnis khususnya usaha di bidang kuliner sedang mengalami kemajuan yang sangat pesat dari tahun ke tahun. Sehingga hal ini membuat kondisi persaingan bisnis di industri restoran ...semakin kompetitif, dan mendorong masing – masing restoran untuk terus menciptakan perkembangan secara berkelanjutan. Salah satunya adalah dengan menciptakan suatu komunikasi pemasaran yang efektif dan efisien yaitu dengan menggunakan word of mouth pada restoran pempek Candy dan pempek Vico Palembang. Penelitian ini bertujuan untuk melihat seberapa besar pengaruh word of mouth terhadap minat beli pada restoran pempek Candy dan pempek Vico Palembang, serta dikomparasikan untuk mengetahui restoran mana yang lebih dominan dalam mempengaruhi minat beli. Teori yang digunakan dalam penelitian ini adalah teori tindakan beralasan. Metode yang digunakan dalam penelitian ini adalah kuantitatif, dengan jenis penelitian eksplanatif komparatif, dan data yang didapatkan adalah melalui kuesioner yang disebarkan kepada 135 responden. Hasil penelitian menunjukkan bahwa word of mouth berpengaruh secara simultan terhadap minat beli pengunjung restoran pempek Candy Palembang dan restoran pempek Vico Palembang. Berdasarkan hasil uji regresi secara keseluruhan dapat disimpulkan bahwa pengaruh word of mouth terhadap minat beli lebih dominan pada restoran pempek Candy Palembang yaitu sebesar 44,7% dibandingkan pada restoran pempek Vico Palembang yaitu hanya memiliki pengaruh sebesar 37,9%. Kata Kunci: Word of Mouth, Minat Beli, Pempek Candy Palembang, Pempek Vico Palembang
The aim of the article is an attempt at empirical verification of the function of marketing communication. The objective formulated in this way aims to assess the content that companies attribute in ...their strategies to the basic functions of marketing communication. Thus, it defines an interesting problem of the reception of communication functions by enterprises in the practice of promotional activities. This assessment was made possible by empirical research on a sample of 103 companies. Their selection was random and quota-based with the use of controls due to the industry and the size of employment. The study employed open interviews based on the CATI methodology. The structure of the presented consideration is presented in Figure 1. The work consists of two parts. The first part considers the morphology of marketing communication. It focuses on the structure of the function of marketing communication, and it identifies its three major functions. The second part refers to the results of empirical research and presents its empirical assessment. It aims to identify the actual objectives of communication in the context of its informative function and the principles and value of communicated messages-the forms of persuasion and influence exerted on consumers as well as the role of communication as a company’s competitive strategy in the sector.
Few studies have examined marketing capabilities as a source of competitive advantage in the international entrepreneurship (IE) field. Empirical evidence in the international new ventures (INVs) ...literature that considers the strategic interplay of marketing capabilities in developing new markets overseas is scant. Building upon the resource based view, this study develops a model of the relationships among marketing capabilities—competitive strategy—export venture performance. The sample used in this study includes INVs from an emerging country (Mexico) and provides a unique research setting for shedding additional light on these relationships. The findings suggest marketing communication mediates the relationship between marketing capabilities and competitive strategy. Moreover, this study reveals the moderating effect of technological turbulence, which strengths two relationships, one between marketing capabilities and marketing communication, and the other, between marketing communication and competitive strategy. The study findings have important implications for research on IE and new venture decision-making.
This research is a Systematic Literature Review (SLR) that adopts PRISMA (Preferred Items for Systematic Review and Meta-Analysis) to investigate business-to-business (B2B) marketing communication ...strategies in increasing sales. Data were obtained from Scopus, Emerald, Wiley, Taylor and Francis. A total of 96 journals were initially identified, but through the application of strict inclusion and exclusion criteria, the number was reduced to 10 journals that served as the focus of the comprehensive review. The results show that B2B marketing through social media is becoming an integral and connected part of organisations, as it not only helps during the sales process but also during the buying process. Social media has the potential to assist B2B organisations in improving their communication capabilities by facilitating knowledge promotion and encouraging engagement through advanced technology.
Marketing plays a key role in increasing the popularity of e-cigarettes. We conducted a systematic review of the existing literature published between 2003 and 2019 in eight databases to describe ...e-cigarette marketing communication messages by communication channels and marketing communication strategies. Forty-one articles were included in the analysis after screening. Ten key messages were identified. Cessation and health-related benefits (each n = 31, 75.6%) were the most reported marketing communication messages, followed by sociability/lifestyle and use experience. The Internet (n = 32, 78.0%) was the most studied communication channel compared to print, TV/movie/radio, and point-of-sales (POS)/retail stores. The most studied marketing communication strategies were advertising (n = 28, 68.3%), followed by public relations and sales promotion. Published research studies reported consistent messages about e-cigarettes across communication channels and marketing communication strategies. Claims of smoking cessation and health-related benefits were widely identified in the existing literature. While therapeutic claims are prohibited, soft sell messages, such as social appeals, for which regulatory reach may be limited, may require educational campaigns. Internet marketing has attracted much attention, with limited studies on messages in print, TV/movie/radio, and POS/retail stores. The lack of studies of direct marketing messaging indicates a big gap between industry spending and academic research; more studies of messaging utilizing this strategy are needed.
The main objective of this study is to determine the role of satisfaction in mediating marketing communications on visitor loyalty in Lake Toba. The target population and sample in this study were ...the visitors to Lake Toba who were selected by accidental sampling as many as 125 people. Path analysis in this study was chosen to see the direct and indirect role of satisfaction in mediating marketing communications on loyalty. The results of study 1) direct marketing communication has a positive and significant effect on visitor satisfaction at Lake Toba, 2) directly marketing communication does not affect visitor loyalty in Lake Toba. 3) Satisfaction directly has a positive and significant effect on visitor satisfaction at Lake Toba. 4) indirectly, satisfaction has a role in mediating marketing communication on visitor loyalty in Lake Toba
Pandemi covid yang belum kunjung usai ini berdampak pada perekenomian Indonesia. Daya beli masyarakat mulai turun, sehingga membuat banyak usaha terutama Usaha Mikro Kecil dan Menengah (UMKM) yang ...pendapatannya merosot tajam. Termasuk bisnis kue kering Be U Patisserie dan Dapur Muslimah dijalani oleh ibu rumah tangga ini mengalami penurunan di awal pandemi. Kemudian keduanya menerapkan strategi komunikasi pemasaran untuk terpadu untuk dapat bangkit. Tujuan dari penelitian ini untuk mendeskripsikan strategi bertahan bisnis kue kering Be U Patisserie dan Dapur Muslimah selama masa pandemi covid-19 melalui pendekatan pemasaran terpadu. Penelitian ini menggunakan pendekatan kualitatif deskriptif, analisis data menggunakan triangulasi waktu. Teknik pengumpulan data melalui wawancara mendalam dan observasi di media sosial. Hasil penelitian ini menjelaskan bahwa Be U Pattiserie dan Dapur Muslimah mampu mempertahankan bisnis kue keringnya di masa pandemi bahkan mendulang kenaikan penjualan karena menerapkan elemen komunikasi pemasaran terpadu. Be U Pattiserie menggunakan direct marketing, online marketing, sales promotion dan advertising untuk pemasaran, hasilnya usaha ini mengalami peningkatan omset sebanyak dua kali lipat dan memiliki seorang karyawan. Sedangkan Dapur Muslimah menggunakan direct marketing, online marketing dan sales promotion. Dapur Muslimah juga mengalami peningkatan omset dan menambah dua karyawan. Ke depannya Be U Patisserie dan Dapur Muslimah harus mengoptimalkan fitur di media sosial seperti lebih disiplin menunggah konten untuk menambah engagement yang pada akhirnya dapat meningkatkan brand awareness dan penjualan. Keywords: strategi, kue kering, komunikasi pemasaran terpadu, covid-19, UMKM
Digital marketing is leading the way in offering new features to reach, inform, engage, offer, and sell products and services to customers, and is expected to continue to be at the forefront of the ...technological revolution. The purpose of this study is to identify influential cited works in digital marketing communication (DMC) research, to determine the current status of the research on DMC, and to indicate the extent to which influential works have shaped it. This bibliometric study assesses articles published over a 12-year period in core DMC-related journals. The analysis examines 5865 citations of 141 digital-related articles in the targeted journals in the given publications using both citation and co-citation analyses. After a broad disciplinary review of key cited DMC works, this study suggests thematic insights and implications for academics and practitioners that are promising avenues for creating effective DMC.
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