MARKETING COMMUNICATION DEVELOPMENT TRAINING ON BUSINESS PRODUCTS OF FAMILY WELFARE EMPOWERMENT GROUP IN CUKANGKAWUNG VILLAGE, TASIKMALAYA REGENCY. This community service aims to assist partners in ...developing partner-owned businesses through marketing communications. Cukangkawung Village is rich in natural resources, one of which is processed from nature as a product that can be marketed and has the potential to compete in the market. However, this is constrained in marketing partner products. One of the problems is that marketing is still local in nature, does not have a brand and packaging is still plain. The condition of partner product packaging is still using clear plastic with staples attached and the copy product brand, of course this does not provide added value to partner products. Therefore, assistance is needed on how to market products, one of which is packaging that attracts consumers. So that the selling value of partner products increases. The results of the activity show change in increased knowledge and understanding of the potential, benefits, importance of packaging, digital marketing and promotional techniques. Through this service, products that have added value in promoting are created and supported by providing packaging and sealer for three partner groups in Cukangkawung Village, namely Molring in Cilogata village, snacks in Bangbayang and Harapan Mukti village business group.
Analyzed from the sender’s perspective, marketing communications aim to engage audiences and create benefit-oriented relationships. In order to adequately assess the reciprocal efforts of the sender ...and receiver of the communication process, one cannot limit oneself to its purely economic analysis, but should pay attention to its broader praxeological context – take into account factors such as efficiency, effectiveness, and expediency. It is also crucial to evaluate parameters beyond the purely usability characteristics of communication practices used in the marketing aspect. Their ethical evaluation from current and potential customers, the social environment, and other stakeholders poses significant challenges for communicators but should also spur potentially beneficial transformations – toward a new view of socially engaged marketing and the ethical dimension of marketing. The purpose of this inquiry is to identify a conceptual framework for measuring the efficiency of marketing communications based on axiological and praxeological dimensions. Five research hypotheses were formulated, which can be verified in the future research.
The research entitled Marketing Communication Pattern of the Tourism and Culture Office in Building a Maritime Tourism Destination Brand in Padang City intends to find out the patterns and marketing ...communication strategies carried out by the Tourism and Culture Office in Padang City in building their Maritime Tourism Destination Brand. This is motivated by the need for the Government Office, especially regarding tourism to be able to do marketing and promotion so that tourists who visit continue to increase. Coupled with an increase in the tourism sector is one part of President Joko Widodo's nawacita that must be realized. The city of Padang has amazing marine tourism destinations. For example, like Padang Beach, Air Manis Beach, Pasir Jambak Beach, Nirwana Beach and Caroline Beach..
Despite the popularity of viral marketing, its influencing factors have not been thoroughly investigated, especially in the context of social media. Successful viral communication depends on the ...sender's ability to turn receivers into active marketers, which requires the sender to consider both the perspective of the user/recipient and the message content. As the best means of engaging with social-media users and leading them to make a communication viral remains debated, this study seeks to determine the factors that influence users' willingness to share viral content. In this investigation, partial least squares structural equation modeling was employed to analyze data gathered from an online survey of Facebook users, focusing on a case study of a Facebook event. The results showed that meaningful content affects users' attitudes regarding sharing communications, and revealed significant differences between user groups regarding the effect the emotional tone and arousal level of content has on sharing behaviors.
Display omitted
Online influencer marketing Leung, Fine F.; Gu, Flora F.; Palmatier, Robert W.
Journal of the Academy of Marketing Science,
03/2022, Letnik:
50, Številka:
2
Journal Article
Recenzirano
Online influencer marketing (OIM) has become an integral component of brands’ marketing strategies; however, marketers lack an adequate understanding of its scope, effectiveness, and potential ...threats. To fill this gap, this article first describes the phenomenon’s background, defines OIM, and delineates its unique features to set the conceptual boundaries for the new concept. Drawing insights from practitioner and consumer interviews, and in line with social capital theory, the authors propose that OIM can be understood as leveraging influencer resources (including follower networks, personal positioning, communication content, and follower trust) to enhance a firm’s marketing communication effectiveness. Six novel propositions illustrate the benefits and potential threats of OIM, which may spur progress toward a theory of OIM. Finally, this article outlines key strategies for effectively managing OIM and identifies important literature–practice gaps to suggest avenues for further research.
Due to lack of sources, SMEs face certain problems when applying innovative activities. Since marketing communication tools enable to perform innovative actions, SMEs’ usage of such channels might ...provide solutions for them to overcome the barriers of making innovation. Thus, this paper investigates whether the usage of marketing communication tools by SMEs enables them to be innovative in marketing or not, and the research question is “Does the usage of marketing communication tools by SMEs improve their innovativeness in marketing?” This paper focuses on traditional and technology-enabled marketing communication tools, such as direct marketing, personal selling, online marketing, and advertising in social media. The researchers employ a random sampling method and then create an online internet-mediated questionnaire to collect data from 812 SMEs in Slovakia. The researchers have also performed Ordinal Logistic Regression analyses to fulfill the research aim. The results show that the usage of marketing communication tools by SMEs improves their innovative posture in marketing. The education level of firm executives and cultural factors in a specific nation might be the reasons for the findings of this research. Thus, the trainings and financial support provided by policymakers and collaboration of other institutions are beneficial for the growth of SMEs. This research analyzes traditional and technology-enabled marketing tools, and areas of marketing innovation in a broad perspective, including innovations in products/services, prices, distribution, promotion, people, processes, and visualization. Therefore, it differs from other studies and fills the research gap by making a significant value addition in related literature.
We describe the effect of social media advertising content on customer engagement using data from Facebook. We content-code 106,316 Facebook messages across 782 companies, using a combination of ...Amazon Mechanical Turk and natural language processing algorithms. We use this data set to study the association of various kinds of social media marketing content with user engagement—defined as
Likes
, comments, shares, and click-throughs—with the messages. We find that inclusion of widely used content related to brand personality—like humor and emotion—is associated with higher levels of consumer engagement (
Likes
, comments, shares) with a message. We find that directly informative content—like mentions of price and deals—is associated with lower levels of engagement when included in messages in isolation, but higher engagement levels when provided in combination with brand personality–related attributes. Also, certain directly informative content, such as deals and promotions, drive consumers’ path to conversion (click-throughs). These results persist after incorporating corrections for the nonrandom targeting of Facebook’s EdgeRank (News Feed) algorithm and so reflect more closely user reaction to content than Facebook’s behavioral targeting. Our results suggest that there are benefits to content engineering that combines informative characteristics that help in obtaining immediate leads (via improved click-throughs) with brand personality–related content that helps in maintaining future reach and branding on the social media site (via improved engagement). These results inform content design strategies. Separately, the methodology we apply to content-code text is useful for future studies utilizing unstructured data such as advertising content or product reviews.
The online appendix is available at
https://doi.org/10.1287/mnsc.2017.2902
.
This paper was accepted by Chris Forman, information systems.
Higher education in specific professional competencies is each time a challenge to combine the expectations and capabilities of universities, the expectations of the labor market and the expectations ...of students. With regard to the competencies of the future, relevant to the marketing communications sector, the situation becomes further complicated due to the dynamically changing digital media and modes of communication. In Polish conditions, numerous research results are available, indicating the expectations of employers of the marketing communications sector. However, there is a lack of research dedicated to the competence offer of universities in this regard, as well as the expectations and interests of students. This article attempts to fill this gap. It presents the results of a survey of 156 students at Polish higher education institutions regarding the assessment of the presence of future competencies in the study plans of the majors they study and their perceived professional usefulness of these competencies. The results of the survey indicate the existence of a competence gap both between the offer of higher education institutions and the expectations of employers, as well as between the expectations of students and employers. This article was written as part of the implementation of the “Media and Communication in Education and Science” project, under the International Partnerships program, funded by the National Agency for Academic Exchange.
Consumers are increasingly concerned about the negative environmental implications of purchasing goods, which in turn shape their behaviour. Yet, there are indications that consumers do not always ...act on these concerns, causing an attitude-behaviour gap. For consumers to make ecologically responsible purchases, they need relevant product environmental information. Therefore, marketers and firms are increasingly integrating more detailed environmental information in their offerings, including eco-labels with externally validated information. This study integrates consumers' knowledge and trust in eco-labels with their environmental knowledge to determine how these affect pro-environmental consumer behaviour (PECB). The findings suggest environmental and eco-label knowledge is positively associated with attitudes towards the environment, and that positive environmental attitudes and trust in eco-labels affect PECB. This implies that firms, policy-makers and accreditation organisations (i.e. labelling) can educate consumers about eco-labels and the environment to increase PECB. Such strategies will also build consumer knowledge and trust in eco-labels, necessary for facilitating PECB.
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