This research investigates the path from integrated marketing communications to switching cost, satisfaction, commitment, and switching intention among mobile telecommunications customers. This ...research is based on extant literature that brand awareness, image, and personality created by company integrated marketing communications influence consumer expectations. Exploratory research finds that consumers will be satisfied if the provider can fulfil its promises and meet customer expectations. Sales promotion has a direct relationship with switching costs. In turn, switching costs affects the level of commitment, which can be augmented by high consumer satisfaction. Customer satisfaction, commitment, and switching cost are direct antecedents of switching intention.
Behind the success of an organization can be found the ability to manage the constantly ‘renewing’ knowledge effectively. Knowledge sharing is a vital part of knowledge management. The recent ...remarkable growth in Internet-based business activities has proved that many different advantages can be derived from communication technology platforms. Internet has changed the way people communicate, collaborate, learn and conduct business. It has delivered to organizations a global market presence, and online marketing has become an essential part of business. Both organizations and customers are more and more involved in social media. Different knowledge-based (social) networking tools have experienced significant growth in recent years. In 2014, an exploratory survey investigated how social media tools were being used for knowledge sharing and whether their usage was supported by Hungarian organizations. As a continuation, a new research focuses on leading family businesses, as their economic and societal value creation is extremely important in the country. The aims of the research are to explore the relevance and usage of knowledge-based networking tools to ascertain the benefits and challenges, as well as to define the reasons and purposes of using social media technologies. In this research, qualitative methodology was used to collect data through semi-structured interviews in 2018. The results indicate that social media provides a great opportunity to reach potential customers. It was found that the most popular social media tools are Facebook, LinkedIn and Instagram. The findings also show that enterprises face some challenges, such as how to respond to customers in real-time.
The Psychology of color is a scientific discipline that studies the different emotional states, behavior and mood in humans, caused by the color action. Color as a valuable tool and an integral part ...of marketing communication directly affects our subconscious and attracts or rejects us with its hidden meaning. It is therefore very important to choose the right color which achieves communication with the consumer. Since the market is flooded with various products full of marketing messages, it is essential to make our product distinguish from the crowd.Marketing experts affect consumer behavior with integrated marketing communication through various market research. Better position of a product in the market and increased profits, can be achieved by proper selection and combination of colors. The survey and statistical analysis of the data were conducted by using descriptive statistics.
In this study, we conducted in-depth interviews with 29 parents of prospective college students, a target public of university marketing efforts. We explored how university communication influenced ...parents’ attitudes, and reputation perception. The research findings are significant in understanding parents’ views on responding to prevalent university marketing communication campaigns. It was noted that parents internalized financial language enough to describe their college selection process as if they were purchasing consumer goods instead of selecting their children’s educational institution. However, once they passed the initial cost analysis stage, parents highlighted the institutional culture as one of the most critical dimensions of university reputation, meanwhile expressing great skepticism on university’s promotional efforts such as paid advertising. Additionally, parents expressed that personal or peer experience of universities heavily influenced their decision as the time to choose a college neared. Lastly, this study shows that a university’s strong organizational identity and culture communicated through the internal stakeholders’ experience can significantly influence prospective parents’ favorable cognitive and behavioral intentions.
The purpose of this study is to analyze how the benefits of the Word of Mouth marketing strategy (word of mouth marketing) are in supporting the improvement of the culinary business. This study used ...qualitative research methods. The results of this study are the application of the Word of Mouth strategy in the culinary industry sector in increasing sales and building brand awareness and growing public trust in products and companies. The presence of the Word Of Mouth strategy maximizes the development of the culinary business industry with a very wide reach. This study was conducted to determine how effective and influential the use of the Word of Mouth strategy is in the culinary business. In the end, the Word of Mouth marketing communication strategy can be utilized and beneficial for culinary business people in this modern era. Word of mouth marketing communication strategy is very helpful in promoting and attracting potential customers and retaining repeat customers
This study aimed to design a competitive strategy to improve the competitiveness of STT Simpson. This study was a research and development. The data were collected through observation, FGD (Focus ...Group Discussion) and interviews. Competitive strategies of STT Simpson are 1) Differentiation strategy: STT Simpson can offer theological education class in the evening to optimize the facilities owned for the churches in Ungaran and its surrounding; 2) Cost advantage strategy: STT Simpson has an advantage in some types of costs but STT Simpson still have to adjust the tuition course to prevent the gap with another STT and keep maintaining its competitiveness; 3) Focus strategy: STT Simpson perform its marketing by focusing on youth of the church around GKII; and 4) Marketing communication strategy with various forms of marketing communications utilizing the technologies esvolving by offering characteristics possessed.
Direct communication in business markets is important due to the specific characteristics of business markets – where communication channels are shorter and the emphasis is placed on direct selling. ...Due to the differences in business-to-business markets, organisations select Integrated Marketing Communication (IMC) elements that are more direct and personal in nature. The role of trade shows, as a communication medium, therefore, in business markets has been growing and they are playing an important role in one-on-one interaction between buyers and sellers. To be successful at a trade show, a business would need to go through specific actions. The study was explorative in nature, in order to establish the business actions taken for trade shows by exhibitors while looking at the role of exhibiting staff (sales or non-sales people) and the type of trade show. The data were gathered by means of a self-administered questionnaire at four trade shows, resulting in a sample of 232 – using probabilistic multi-stage sampling. A MANOVA analysis was used to test the proposed hypotheses. This study interestingly enough found that there are no significant differences between sales and non-sales exhibiting staff and the types of trade show.
This study proposes a culturally based method for achieving greater customer-centricity in marketing by examining Black Friday as a communication ritual. It enables more effective marketing ...strategies because it explores the meaning of participating in ritual for the consumers. A total of 65 interviews were conducted over a two year period. Data were analyzed using thematic analysis (Owen 1984) and were broken into theory-driven categories adhering to Philipsen’s (1987) definition of ritual. Data analysis revealed that shoppers engaged in a sequential set of symbolic acts: looking for deals; deciding where to shop; mapping out stores; developing in-store action plans; and assigning roles to perform. Furthermore, Black Friday shoppers celebrated four sacred objects: materialism; relational bonding; Christmas; and tradition. The findings are interrogated for their potential implications for more effective marketing strategies for these shoppers.
The models of integrated marketing communication have become today a very useful tool, that can provide companies a sustainable competitive advantage. The integrated marketing communication ...identifies with today's market dynamics and learn organizations how easy it can be to prosper in an environment where there are produced changes in an alarming way. In an economy with a strong competition character, organizations must capitalize integrated marketing communication in a way more efficiently, for to ensure the creation and maintenance of longterm relationships with current and potential customers. A product or a brand exist in the consumer's mind there not only because of experience with it, but also due to the medium and long term effects on that a message built on base the wishes, expectations or consumer preferences is transmitted simultaneously through as many tools of communication. Building and managing relationships with consumers can have a direct and positive effect on efficiency of the results of communication of a company. Changes in the business environment, along with technological innovation, increasing consumer sophistication and changes in marketing communications practices, have led organizations to seek to improve relationships with their consumers, and to strive to deliver consistent messages to all stakeholders - consumers, employees, company partners, the state, local governments, suppliers - across a wide range of integrated marketing communications channels.Therefore, the purpose of this article is to identify and analyze the main models of integrated marketing communication that can influence the consumer behaviour.
Farm work safety intervention programs based on educating and informing have been criticized for not demonstrably improving work safety. We argue that these criticisms are misplaced and that the ...problem with educating and informing lies not necessarily in the tool, but rather in its implementation. We arrive at this conclusion by systematically investigating eight of the largest farm work safety interventions in Sweden. In particular, we describe how they use fear and other emotional appeals in their communications in an attempt to motivate improved work safety. We then analyze their implementation using the extended parallel processing model (EPPM). We show that, although threat of injury and death is used in the majority of these interventions to motivate individuals, the threat is inconsistent with the behaviors targeted. Other shortcomings and implications for implementing wide-scale farm work safety interventions are discussed.
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