Marketing Communication - Science topic

Tourism was the fastest growing economy before covid but as the covid has hit this sector, online merchandise business, media business, and medical supply business is the fastest growing business.

بالتوفيق ان شاءالله

Hello Wissal Walkas,

Thanks for your interesting question. You may add below articles to your literature review so that you have a broad range of references for a well informed synthesis of the variables you are investigating for your thesis.

Article by Vainikka (2015)

Article by Szymkowiak et al. (2020)

Article by Bentall et al. (2021)

A digitalized social cognitive perspective of omnichannel service usage...Sun, Y., Yang, C., Shen, X. L., & Wang, N. (2020). When digitalized customers meet digitalized services: A digitalized social cognitive perspective of omnichannel service usage. International Journal of Information Management, 54, 102200.

Internet marketing is one of the most effective marketing instruments. Marketing instruments used on social networking sites are among the most rapidly developing marketing instruments. I propose the following research topic on this issue: Analysis of the effectiveness of individual internet marketing instruments used on social networking sites.

Best wishes,

Dariusz Prokopowicz

The present time is better

Australian Business Deans Council (ABDC) Journal Quality List

Dear Nayan Kadam ,

It is better to provide electronic platforms for international students for the summer semester so that they can continue their studies and not drop out, in addition to the possibility of accessing their academic seats from their home countries, as international students are interested in visiting parents during the summer semester.

Regards

There are many degree programs in Communication & Media Studies at top universities that cover your son's particular interests in one way or another.

Marketing 4.0 emerged in consequence of various changes sourced from intense global competition, new type of consumers and rapid development in technologies (Vassileva, 2017). Actually, whether it is a new phenomenon or it is a modification of existing marketing implementations is discussed in the literature (Jara et al., 2012, p. 854; Tarabasz, 2013, p. 129; Nowacki 2015, p. 315). Like previous marketing concepts, customers are still the center of the marketing activities however; the difference lies behind the market conditions. Marketing 4.0 is operated in extremely cybernetic marketing system in which business transactions and customer activities can be monitored in real time (Dholakia et al., 2010, p.497). Marketing 4.0 focuses on satisfaction of customers’ needs and desires like first two generations and it tries to create value for all entities like third generation. In addition to them, it offers a direct interaction of consumers with products with enhanced technology (Jara et al., 2012, p. 854). Consumers can either display the features of the product or purchase it by scanning matrix barcode, radio frequency identification (RFID) and near field communication (NFC) tags themselves.... BAŞYAZICIOĞLU, H. N., & Karamustafa, K. (2018). Marketing 4.0: impacts of technological developments on marketing activities. Kırıkkale Üniversitesi Sosyal Bilimler Dergisi, 8(2), 621-640.

Both causation (Kotler) and effectuation (Sarasvathy) are very relevant, when it comes to understand marketing management. Advancing research into cognitive biases of managerial marketing process requires a better behavioral understanding of bounded rationality and intuitive reasoning.

https://faculty.wharton.upenn.edu/wp-content/uploads/2015/07/2001---effects-of-emotional-and-social-processes-on-bounded-rationality.pdf

In this sense, marketing is much more a (open loop) process than a (closed loop) system, in terms of behavioral interplay between prospective client and offered product in all the bazaars of life.

Some examples... Spanish clothing retail behemoth Zara has announced that they are taking a €287m hit to inventories by producing gowns and masks for patients and medical workers alike. ... French supermarket chains Monoprix & Franprix have created a new call & deliver toll-free number for the elderly only. ... Burger King has chosen to support families who are concerned about expenses and getting meals on the table. ... https://wavemakerglobal.com/wp-content/uploads/2020/03/COVID-19-Brand-Communications.pdf

Everything we want. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

M.Tetvadze

Good Answer Adla Betsaida Martins Teixeira

Hi Alex,

In case you are still working on the topic, I suggest that you also turn your attention to the sphere of UGB: user-generated branding. Also, it could be helpful to look at the literature on co-creation and on brand co-creation. That might open up new avenues for you.

Best wishes,

Samuel

Thank you very much! Muchammad Taufiq Affandi

I appreciate it! It is indeed!

Hi Ms Eva, In India we have a few select B-Schools that publish excellent university level journals who would love to collaborate with like minded scholars. You can contact the institutions on-line. Indian Institute of Management-Bangalore, may be a good beginning. All the best.

: Thank you for the link to Capra: I have his book on Learning from Leonardo (2012), which argues that da Vinci was a systems thinker centuries before the term was coined. There is no doubt that systems (or complexity) thinking helps understand how constituent parts interrelate and how systems work over time within the context of larger systems.

Honestly, Harish, a lot of this is just sound-nice slogans, which then run up against practical realties.

In India, for example, you have run up against the practical realities of allowing truly indiscriminate immigration. So, where is all this talk about multiculturalism? Does one explicitly exclude one or more specific cultures, with the excuse "they can go somewhere else?" India is attempting to do this very thing.

In Canada and the US, both countries have run up against the practical realities of allowing atrocities to be committed, in the name of cultural/religious traditions. It's almost like the lawmakers are caught off-guard, after spouting their predictable slogans about minority rights, to discover that those minority rights are taking the basic human rights away from other people.

Two or three obvious, and actual examples being, should parents be allowed to murder their children, for reasons of some supposed fabricated "honor"? Or, should adult men be allowed to marry pre-pubescent girls, supposedly because this will keep them from sinning later on in life? Or, should husbands be allowed to force their wives to dress like lepers?

We could easily go on. So, in spite of the magnanimous-sounding rhetoric about multiculturalism, and the easy examples such as LBGT rights, people do finally come to grips with the practical realities. Of course, in cases like this, some people will have lower thresholds than others, in what they will tolerate in society. That's to be expected. When people see some of their "multicultural" lawmakers making light of certain traumatic historical occurrences, such as the September 11th attacks on New York City and Washington DC, then it's only natural to expect that some will overreact.

The secular credentials are on the wane in many states known for their multicultural values and egalitarian orders and the politics of dominance and discrimination is on the rise.

That's not at all the way I would put it. The secular credentials are under threat, and therefore, the term "multiculturalism" may be more carefully redefined. The terms pluralism, or multi-ethnic, which have applied to countries such as the US for centuries, may have to be dusted off and taken more seriously once again.

It's not at all bad to examine popular slogans, and find out if they ultimately become destructive of a society. I'd say, true multiculturalism could easily tear a country apart. It's what I would call "balkanization," and we have all seen where that leads.

A common challenge when working in higher education marketing is budgets are spread between departments and decentralised. Without centralised reporting, it’s easy for different departments to fall into a pattern of using the same strategies year after year just because that's what they did the year before.

Many colleges and universities are now finding they need to update their branding to work on digital devices. Finally, remember that to stand up over time, a higher education brand has to be associated with consistent quality education and alumni success. Showcase the quality of your university using statements backed with data and facts.

People seek higher education for different reasons. Some are coming straight from high school while others are changing careers. So PC is can possibly an important tactics regarding this aspect.

ADAPTING TO THE TECHNOLOGICAL SHIFT

KNOWLEDGE UPGRADATION

PERIODIC TEAM ASSESSMENT

FOCUS ON RETURN ON INVESTMENT (ROI)

Can you give a few more details about the specific focus, please?

Digital marketing leverages internet to target customers, through advertising on website and other means of digital advertising including email marketing, online brochures etc. The increase in business through digital marketing depends on a whole host of factors.

You can motivate them to join the campaign by Providing rewards. However, it may disturb your loyal customers. Users should feel that your brand are rewarding users as a friend, and you are celebrating your successes with these gifts.

What do you consider to be " real time marketing"?

Remember that the meanings of color will vary in different cultures. n China, the color associated with mourning for the dead is white, but in America, black is the color of mourning.

If you are working in international contexts, be sure to research this before deciding the color pallet of your project.

User-generated content is egalitarian, i.e. anyone can create content about your brand.

In influencer marketing, however, the marketer seeks out or recruits people who have influence to speak on behalf of the brand. Sometimes this is actually a recruited influencer, but sometimes it is simply placing content in specific places where key people with influence will see it and be persuaded.

So influencer marketing is purposeful, but general user-generated content is decentralized.

Krishnan Umachandran Thank you for your ideas and sharing your work.

Because of connectivity and access to data, more awareness People consider customer reviews most credible source in marketing. only 4% Americans trust on advertising. the only option marketing have in this connected world is to satisfy customers, get good reviews on all channels ( Internet channels).

Some reference articles, I recommend to every marketing student:

Whats-app single app, because of understanding and getting good reviews form customers caused loss of 468 Billion to telecom companies. for details please go through below article.

Getting good customer reviews is not an option, either you satisfy your customers or dis appear. for details please go through below article.

Customer experience is ultimate source of marketing.

Increase your customer based brand equity , as it has a direct relationship with company performance.

Do not rely on KPI's, listen to customers. Most companies are under trap of measuring KPI's

In view of the above, if the issue of reliability and objectivity of information provided further and reproduced in posts was to be improved on social media portals, it should first of all increase the awareness of Internet users in the above matter.

If users of social media portals begin to thoroughly check the credibility of data sources provided further in the posts of information, then the scale of information noise, fake news, lying propaganda, cynically manipulated public opinion will be significantly reduced.

Do you agree with my opinion on this matter?

In view of the above, I am asking you the following question:

The question of objectivity and reliability of information contained on popular social media portals?

Please reply

I invite you to discussion and scientific cooperation

Best wishes

I am glad you find the chapters interesting!

George

Dear Muthana Makki Mohammedali , the reason for I have said five years is related to the guidelines of some journals, which define that the authors should consider articles published in recent years in their theoretical reviews. Actually, this is not something that I totally agree, and from my point of view is more related to market matters than academic matters. And five, as well two, seems to be magical numbers because of the calculation of Impact Factor published every year by Journal of Citation Report, for instance.

Jordan’s population is young. At the intersection of three continents, the country is diverse. It has been affected by the political and economic instability in the region. Jordanians’ expenditures are growing faster than their disposable incomes, as the prices of many basic items have risen. More than 70% of Jordanians earn JOD300 or less per month and they can only spend on necessities. Consumption patterns vary; income is a factor, as well as religion, family background, education, and age.

For more details

Yes it is, but as pharmaceutical products are like double edge sword which require art of weighing of benefits vs risk so less likely.

Hi

In context with Manufacturing Industry, I understand processing technology as Software provided by different companies to get the desired output from the analysis of the data available with the company like SAP, Concerto etc.

Analysis of large data sets for e-marketing purposes - For e-marketing we are using

1. Email

2. Facebook

3. Twitter

4. LinkedIn

5. YuTube

6. Text Messages to customer

7. Whatsapp

At the end of the each quarter, we calculate the responses received from each above technology and try to arrive at different results like response rate by each method, serious responses from above and the order conversion rate.

Long-term and one-offs are a very different beast in terms of effects and measurement. If you have access to WARC, you will find a very interesting Heineken case (with measurement) of their use of Champions' League sponsorship - and an interesting comparison of years when it worked and what was needed to make it work. Also several suggested models for measuring the

When looking at long-term sponsorship, I would certainly include some of the recent work about salience and distinctive brand assets by Jenni Romaniuk of Ehrenberg-Bass institute.

Short-term measurement and results will depend a lot on the activation tactics around the sponsorship. Long-term measures are certainly brand equity based (awareness-salience-intent-attitude shift).

Highest academic achievement.

I agree with colleagues. Google Scholar, Researchgate, Journal of Marketing are excellent sources. I also suggest the links below: Lattes and the Capes Periodic Portal:

- http://buscatextual.cnpq.br/buscatextual/busca.do?metodo=apresentar

- http://www.periodicos.capes.gov.br/

Dear Anita.

I'm interesting in problems of illegal immigration to the EU - do you have also these issues (communication with immigrants, cultural diversity) in Your research?

Best Regards

Piotr Maśloch

Dear Dar,

Refer to the papers below, which lay the foundation of the need of this research.

Fahy, J., & Jobber, D. (2012). Foundations of marketing.

Germann, F., Lilien, G. L., & Rangaswamy, A. (2013). Performance implications of deploying marketing analytics. International Journal of Research in Marketing, 30(2), 114-128.

Xu, Z., Frankwick, G. L., & Ramirez, E. (2016). Effects of big data analytics and traditional marketing analytics on new product success: A knowledge fusion perspective. Journal of Business Research, 69(5), 1562-1566.

Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97-121.

New Master's Degree in Design and Marketing from the National University of La Plata, jointly organized by the Faculty of Fine Arts and the Faculty of Economic Sciences.

Hi, Professor Aradhana Krishna's book sensory marketing has a lot of similar research. Infact there is a whole section devoted to decisions affected by olfaction.

Additionally, check out Tanuka Ghoshal and Rishtee Batra's paper on how eating spicy food has shown to induce aggressive beahvior.

This should help you out

Before you plan how to do content analysis, you must first identify a PROBLEM that you want to address with your study. "Businesses need to better understand _________."

Then develop specific research questions that will help solve the problem.

Once you know your research questions, develop a kind of content analysis to answer each question.

I need to understand what is pathological consumption.Please elaborate.

Hi Kobby,

I m afraid it is already over and I do not know how to mark it as "done" :(

Dear Maria,

The traditional debate of advertising is on the one hand that it is a waste of scarce resources of the producers(Galbraith's View), and on the other hand that it provides useful information for the consumers (Hayek's view). That debate was premised on the theory that differentiated oligopolist wants to cooperate in price competition, and compete in non-price characteristics of their product (Bain's Hypothesis). A new study can make a big contribution if it can show which of these controversies are settled with the coming of digital advertising, and whch are not.

I do not know what exactly you are looking for. My work for more than 10 years was related to brand image and I have several validated questionnaires but it is very much depending on what is your research about. If you send me more details I would be happy to help. 

 Dear Sir,

Thank you so much for the detailed revert. It will be really very helpful for me. I will definitely read the same and will write to you for your valuable insights.

With best Regards,

Payal Trivedi

Many thanks!

Dera Kapila,

this book is recommendable:

Marko Zlokarnik: Scale-up in Chemical Engineering, Wiley-VCH, ISBN: 978-3-527-31421-8

Best,

Sascha

The question you follow is deeply focused in the "Satisfaction" through 3 variable such as:

In fact the Satisfaction could be achieved through expectancy and relevant rewards.

In this way may I recommend you to have a look at the attached article what I do hope to be helpful in your purpose.

Dear Scholar @ Khurram Shahzad Khan Niazi

I agree with Scholar @ Shobha Menon. LR is the easiest (don't mean the best) method to find out what theories might related to your research. I advise reading recent papers in your field, identifying few common theories related to the relevant research area and later digging deeper into each of such theory in order to connect to the right one, as applicable for your research context.

Happy reading !!

Best Regards

syed

Few more research papers pertaining to WOM are attached herewith

Interested in same topic related to marketing communication. Please share same articles with me too

Dear Ash bm,

Generally speaking, advertisers use hip hop music in commercials to covey a particular image of the product they want to sell.Notably, The fans of a specific type of music may be attracted to the advertised product when they hear their favorite music. For instance in Sprite advertising programs, a lot of hip hop music is used hoping that it will help the selling of the product. As you have rightly observed, the targeted audience and the type of the product play a pivotal role in the act. I hope the following links can satisfy what you are looking for.

Best regards,

R. Biria

Dear Amin

A customer who has experienced  brand's value proposition (for a strong brand), possesses  valuable piece of information, which  he will share with (i)  his closely tie friends to nurture his relationships with them and/or (ii) friends in his broader social groups and may also include their acquaintances, to help them because of  his benevolent nature. WOM in (i) case will have strong impact on brand image while in (ii) case WOM will have relative weak impact on brand image. Hence, nature of customers sharing the information plays important role in the relationship between WOM and brand image. To strengthen relationship between low WOM and brand image, marketers may target  closely tie friends of customers falling in the second case. Companies may take the help of social media based marketing strategies to identify such customers.

You can refer to the report of Mckinsey even..

MCKINSEY: "A consumer is significantly more likely to buy a product as a result of a recommendation made by a family member than by a stranger… In fact, our research shows that a high-impact recommendation—from a trusted friend conveying a relevant message, for example—is up to 50 times more likely to trigger a purchase than is a low-impact recommendation."

Hope it is useful...

hardip

This is a tricky question. Tricky because the target audiences’ response to attempts at decoding an advertisement will be heavily influenced by their cultural, and demographic backgrounds among other parameters related to their socialisation. The advertisements’ message may not be universal. Respondents will perceive, interpret and synthesize their personalised version of the message through a cultural lens. As stated, the audience come from a multicultural background, which may translate to a variety of versions of their truth, which may not be the message the marketer intended to convey. This may be what the marketers are wary of. Subtle cues also involve time and motivation to decode. Maybe the target audience is not willing to invest the time to engage with the advertisement. In all it is a novel idea, but it needs more research as you are engaged in.

Shu-Chuan Chu & Yoojung Kim (2011) Determinants of consumer engagement

in electronic word-of-mouth (eWOM) in social networking sites, International Journal of Advertising,

30:1, 47-75

To link to this article: http://dx.doi.org/10.2501/IJA-30-1-047-075

Hi, Nisha:

Scant evidence is available on of how social media marketing activities influence brand equity creation and consumers' behavior towards a brand. This research (Godey et al., 2016) explored these relationships by analyzing pioneering brands in the luxury sector (Burberry, Dior, Gucci, Hermès, and Louis Vuitton).

Based on a survey of 845 luxury brand consumers (Chinese, French, Indian, and Italian), who follow the five brands studied on social media, the study developed a structural equation model that helps to address gaps in prior social media branding literature. Specifically, the study demonstrated the links between social media marketing efforts and their consequences (brand preference, price premium, and loyalty). The study measured brands' social media marketing efforts as a holistic concept that incorporates five aspects (entertainment, interaction, trendiness, customization, and word of mouth).

Another contribution of the study is that it finds that SMMEs have a significant positive effect on brand equity and on the two main dimensions of brand equity: brand awareness and brand image!

Hope this helps!

Kind Regards, Nadeem

Hi, Alan:

Perhaps this recent qualitative research/case study (O'Callaghan, 2013) within the retail context is worth exploring!

If you look at brand commitment studies, they have largely adopted an external consumer-based perspective, with little attention afforded to internal brand commitment, and the dimensionality of the construct.

This study addresses this deficit, and aims to explore the dimensionality of the internal brand commitment construct within the business-to-business context of a collaborative independent retail network. A qualitative case study methodology is adopted based primarily on interviews with owner-managers. The study provides empirical evidence of the multi-dimensionality of the internal brand commitment construct, with both attitudinal and behavioral dimensions. Although the importance of internal branding has been acknowledged for service sector organisations, this is the first empirical evidence to document the complexity of internal brand commitment in a retail context.

The study concludes that while calculative commitment builds organisational commitment, internal brand commitment requires an affective dimension, which leads to what can be interpreted as brand citizenship behavior and/or conceptualized as the formation of a brand community!

Hope this helps!

Kind Regards, Nadeem

Actually the "islamic" adjective shows that what you are doing is not islamic. Islam is a comprehensive system. In a truly muslim society one does not ask whether finance, food, insurance, housing is islamic, because islam is the norm and everything is performed according to its principles by default. Islamic advertising is therefore an attempt to near advertising practices from islamic teachings and principles. 

Here is a cross-cultural comparison between US and Greek companies:

Hello Ash

Two areas of study come to mind.

First, Jensen wrote an interesting article on the appropriation of hip hop culture in the identity politics of young men in Denmark (2011; Othering, identity formation and agency in Qualitative Studies, 2(2): 63-78). Jensen (2011) examines how markers of hip hop culture enable young men to trade in on negative racial and gender stereotypes. The overlap with your own research can involve the way advertising also plays on racial and gender stereotypes as a method of marketing goods/services to young men (http://ojs.statsbiblioteket.dk/index.php/qual/article/view/5510/4825).

Second, have you read some of the literature on post-modern marketing, in which consumption is linked with identity? Several studies have looked at the way language is linked with culture-specific associations, which in turn are exploited for advertising purposes (i.e. French = heterosexual romance and German = mechanical efficiency). The same type of research could be done with hip hop language. As an example of this research, you might consider the following https://www.researchgate.net/publication/268926673_The_use_of_linguistic_tokenism_to_secure_brand_loyalty_Code-switching_practices_in_South_African_print_advertising?ev=prf_pub 

Hope this helps.

You can create a secondary factor model with customer orientation and resource as indicators.  Whatever you do, make sure that it is theoretically sound!!!!!!!  Here's how: https://www.youtube.com/watch?v=HBQPqj63Y7s

If you are looking at customer experience models, the theory of Flow is a emerging and interesting model

Maybe have a look in my Handbook of Management Scales or related scales handbooks: https://en.wikibooks.org/wiki/Handbook_of_Management_Scales There are several marketing-related scales handbooks.