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Marketing Communication - Science topic

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In my opinion, the most recent startups developed in the field of new, online technologies, in the field of new media, business analytics based on automated, computerized, multi-criteria processing of information available on the Internet and providing information and advertising services in new online media.
In view of the above, the current question is: In what areas, branches of modern economies have recently seen the fastest-growing business projects?
Please, answer, comments,
I invite you to the discussion,
Thank you very much,
Best regards,
Dariusz Prokopowicz
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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.
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I am currently doing my undergrad in Marketing Communications and Public Relations, doing a dissertation. I would like to conduct a content analysis of YouTube comments, I am looking for any advice on how to calculate how many comments I will need to create a well established overview for my 10,000 paper.
Any help with be appriciated! Thank you so much.
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بالتوفيق ان شاءالله
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I am in dire need of any literature that discusses the benefits of marketing communication development and implementation in the media industry such as the broadcasting organizers (radio, televisions). I have only seen how marketing communication could use radio and televisions as their promotional/advertising medium. But what I want to know if the brand itself is the radio and/or television companies and how they benefit from the marketing communication strategies to compete with the ever-changing media dynamics especially in internet era. Thank you so much!
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Hello RG people , i'm actually working on my thesis and the question that i'm tackeling is :
How marketers use psychological practices to influence consumer behaviors ?
i already made an analysis of 16 research papers on the subject , some practices such as scarcity , loss aversion , the use of color and scent and the endowment effect , but right now i need to write an introduction and synthesis to all of that and i don't know where to start so if anyone can suggest some researchs done in this area or books , i would highly appreciate it !
#marketing
#consumerbehavior
#psycologyandmarketing
#influenceconsumers
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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)
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The picture gets bigger: omnichannel tracking, how you feel?
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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.
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What kind of scientific research dominate in the field of The development of internet marketing?
Please, provide your suggestions for a question, problem or research thesis in the issues: The development of internet marketing.
Please reply.
I invite you to the discussion
Thank you very much
Best wishes
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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
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Hello, I am wondering whether there is any legal regulation about the duration of the non-compete agreement between influencers and advertisers or not. It is well-known that It is not uncommon for an influencer to work with other companies. Some companies may offer the same or similar products or services. It is crucial for the parties to discuss the exclusivity. If the company requires the influencer to be exclusive, they may require a non-compete agreement. Definitely, this noncompetition should continue during the main agreement. Nonetheless, is there any legal regulation which can indicate that the duration of the noncompetition might be extended after the expiration of the main agreement?
Thanks in advance.
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The regulations on non competes can vary by jurisdiction. Check your jusrisdiction/state laws. Considering this is a newer field, i think getting professional advice is necessary.
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Is internet marketing more effective than traditional based on classic media such as TV, radio, magazines, etc.?
Please, answer, comments.
I invite you to the discussion.
Best wishes
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The present time is better
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My area of research involves- Brand Mnagement, Strategic Brand Management, Consumer brand relationship. Basically, anything related to brand.
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Australian Business Deans Council (ABDC) Journal Quality List
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Starting summer school for international students at the university level is an exciting and challenging task. I would like to discuss how one can market the Summer School for international students by managing online and offline marketing strategies. Which other strategies would be helpful for the successful marketing of summer school?
Examples,
Online: Website, SEO, GoogleAds, Social Media
Offline: University collaborations
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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
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My son is fond of video games. He is also fascinated with digital marketing, computers and mobiles. He would like to hear suggestions on what academic field(s) or specialty fit his interests so that he focuses his study on. He's just turned 13 years old. He does not like math by the way!
Thank you all
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There are many degree programs in Communication & Media Studies at top universities that cover your son's particular interests in one way or another.
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What are the determinants of improving the marketing activities of enterprises through the use of advanced information, teleinformation, communication, Internet and advanced information processing technologies?
In my opinion, the development of Internet information services will be determined by technological progress in the field of new ICT technologies and advanced data processing techniques typical of the current technological revolution, known as Industry 4.0.
The development of information processing technology in the era of the current technological revolution determined by Industry 4.0 is determined by the application of new information technologies, for example in the field of e-commerce and e-marketing. These solutions are the basis for business success of the largest Internet technology companies that offer on the Internet information retrieval services, data collection and processing in the cloud (eg Google) and providing information services on developed social media platforms (eg Facebook, Instagram, YouTube, Tweeter, LinkedIn, Pinterest, and others).
The current technological revolution known as Industry 4.0 is motivated by the development of the following factors: Big Data database technologies, cloud computing, machine learning, Internet of Things, artificial intelligence, Business Intelligence and other advanced data mining technologies. The mentioned information technologies in connection with the improvement of ICT and communication technologies, with the progressive process of increasing computing power of computers will become an important determinant of technological progress in various branches of industry in the coming years.
On the basis of the development of the new technological solutions in recent years, dynamically developing processes of innovatively organized analyzes of large information sets stored in Big Data database systems and computing cloud computing for applications in such areas as: machine learning, Internet of Things, artificial intelligence are dynamically developing, Business Intelligence. Added to this are additional areas of application of advanced technologies for the analysis of large data sets such as Medical Intelligence, Life Science, Green Energy, etc. Processing and multi-criteria analysis of large data sets in Big Data database systems is made according to the V4 concept, ie Volume (meaning number of data), Value (large values ​​of specific parameters of the analyzed information), Velocity (high speed of new information appearing) and Variety (high variety of information).
The advanced information processing and analysis technologies mentioned above are used more and more often for marketing purposes of various business entities that advertise their offer on the Internet or analyze the needs in this area reported by other entities, including companies, corporations, financial and public institutions. More and more commercial business entities and financial institutions conduct marketing activities on the Internet, including on social media portals.
The abovementioned information and communication technologies combined with the improvement of ICT techniques and the implementation of Business Intelligence analytics to the processes of economic and financial, economic, macroeconomic and market analyzes may be instrumental to efficient and effective management of economic, investment and enterprises processes, including analyzes carried out for the purpose of improving marketing activities in enterprises.
More and more companies, banks and other entities need to conduct multi-criteria analyzes on large data sets downloaded from the Internet describing the markets on which they operate, as well as contractors and clients with whom they cooperate. On the other hand, there are already specialized technology companies that offer this type of analytical services, develop customized reports that are the result of multicriteria analyzes of large data sets obtained from various websites and from entries and comments on social media portals.
Do you agree with me on the above matter?
In the context of the above issues, I am asking you the following question:
What are the determinants of improving the marketing activities of enterprises through the use of advanced information, teleinformation, communication, Internet and advanced information processing technologies?
Please reply
I invite you to the discussion
Thank you very much
Best wishes
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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.
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Management theory was for long dominated by Causation, (just think about Kotler, in other words Planning, Implementing and follow up.) a different theory that has gained momentum in the last years ( Even if it was first launched in 2001 by Saras D Sarasvathy) is the theory of effectuation that is means driven instead of ends driven. I studied those theories quite extensively but found that when it comes to effectuation there is still no consensus, in other words the theory is not yet mature, something that is in my view a bit odd since the theory is 20 years old just about. Why do you think it has taken such a long time for this theory to mature? my second question. What is the relevance of Kotlers Marketing Management today? Still relevant or? Your thoughts?
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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.
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.
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Hi everybody.
I'm a Master student (Marketing) and I really need your help with the structure of my dissertation, because I'm completely stuck before even getting started.
Here's the thing: I'd like to focus my work on analysing how some brands have reacted to Covid-19. To be more specific, I want to focus on Instagram and analyse some branded posts connected to the campaign #stayhome (for example the one from Nike, https://www.instagram.com/p/B9_440DAyvZ/).
So, I was thinking of using Social Contagion theory as a framework for discussing how the hashtag #stayhome has become viral, but I have no clue on how to proceed next. I want to conduct a qualitative analysis on some branded posts but I don't know which framework to use for analysing those post (I mean, what should I analyse? the tone of voice, the message... and is there any specific model I can use?). Or, what would you suggest me to analyse?
Thanks to every kind soul who will reply - you might get a special mention in my acknowledgements.
Adelaide
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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
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What is the value perceived by the customer in strategic marketing?
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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
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Searching for relevant informations about marketing communication performance and related numbers. Thank you.
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Good Answer Adla Betsaida Martins Teixeira
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For my thesis, I am explicitly looking for studies that deal with the motivation for brand related ugc. I can also use general literature for creating ugc if they are up-to-date. It would help me a lot. Thank you
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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
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Hi,
I am currently working on my graduate project about transparent CSR communication, and are looking for people who is willing to contribute to a survey about the topic. You do not need to work or be a researcher within fashion, it could be any sector. Your participation will be anonymously and kept strictly confidential. If you are interested, please click the link: https://forms.gle/XzXUNyA4EEj8cGXr5
Thank you in advance!
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Thank you very much! Muchammad Taufiq Affandi
I appreciate it! It is indeed!
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I am searching for recommendations of good associations or ideally networks which connect universities/ faculties or any other type of higher educational institutions in the field of marketing communications, cultural management or media and communication studies. Do you have any suggestions or ideas, please?
Thanks
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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.
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As the fashion industry has started to realise how important corporate responsibility towards the environment and society is, the communication of the responsible business initiatives and the promotion of responsible products becomes crucial. However, the communication has often been labelled to be greenwashing which creates distrust among consumers and other stakeholders. How can brands and companies in the fashion industry improve CSR communication to avoid claims of Greenwashing?
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Michela Ornati
: 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.
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The twenty first century has witnessed an emergence of multiple of identities egging upon different forces of the time. It has also come across the proliferation of the idea of cultural diversity as globalization, communications, market, migration and the increased diversification of identity patterns have emerged within traditionally homogeneous groups. While cultural diversity points towards the existence of several cultures that are dissimilar, heterogeneous and often incommensurable the multiculturalism promotes the acceptance of cultural diversity by encouraging the recognition of minorities by the society and its institutions. ‘Multiculturalism’ now takes into its fold not only the disadvantaged and marginalized groups like minorities and tribals but also the immigrants who may come under ethnic, religious minorities as well as minority nations and indigenous peoples and communities like LGBT, disabled, etc., After 9/11 and certain terrorist acts in Europe there has been a shift in thinking that considers the existence of immigrants incompatible with the European member cultures and history.
The recent upsurge of radicalism and nationalism in liberal multicultural democracies usher in the era of community confrontations as was witnessed by Europe in late nineteenth century and Asia in mid-twentieth century. 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. The statements of many European leaders from Germany, France Denmark about non-utility of multicultural model has alarmed the immigrant populations and minorities alike. The state behavior has transformed from community welfare to individual interests. Doesn't it needs a quick attention and reversal?
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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.
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I am working on a strategic project where I am going to design strategies to attract international students for a new program that we recently started. What are the marketing strategies European universities experimenting with in order to attract more international students?
Please exclude Online Marketing & Social media from the discussion below.
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a) Centralise strategy and reporting procedure
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.
b) Develop a digital-friendly brand
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.
c) Personalize communication
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.
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In my opinion, digital marketing is currently developing faster compared to classic marketing. This is related to the development of new online media. In these new media, social media portals in which new marketing techniques have been developed have developed particularly dynamically in recent years. New types of spots, banners and advertising films are created primarily for the needs of their broadcasting on social media portals.
In these new online media, in such social media portals as: YouTube, Facebook, Tweeter, LinkedIn, Instagram, Google+, Pinterest, Snapchat and others, these advertising campaigns are developing particularly quickly, which are based on a viral marketin in which they engage socially users of these portals themselves. This type of advertising campaign does not have to be high-budget while being very effective.
The combination in an advertising campaign conducted on social media portals and based on viral marketing - low budget and high efficiency - can be achieved in the situation of creating innovative spots, banners and advertising films. These innovations include those that are actually advertising films, despite the fact that they are made in such a way that the users watching them think that they are not just advertisements, news, information films, interviews, presentations, etc., which are supposedly advertised are not. However, in the field of classic advertising instruments, i.e. those that operate outside of the Internet, in the recent years there have been comparatively many new marketing techniques in the field of digital marketing.
In view of the above, the current question is: What are the main determinants of the faster development of digital marketing techniques compared to classic marketing?
Please, answer, comments
I invite you to the discussion
Thank you very much
Best wishes
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ADAPTING TO THE TECHNOLOGICAL SHIFT
KNOWLEDGE UPGRADATION
PERIODIC TEAM ASSESSMENT
FOCUS ON RETURN ON INVESTMENT (ROI)
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Hello Everyone,
I am looking for people from the academic fraternity to collaborate for research in the field of Marketing or Digital Marketing, social media marketing, innovation....
The intention is to conduct some quality research and get them published in some good journal.
If someone interested, please do let me know.
Thanks!
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Can you give a few more details about the specific focus, please?
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Is digital marketing (DM) effective to bring more business to organizations ? What %age hike do you expect through digital marketing ?
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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.
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I'm currently planning my thesis on UGC in marketing. The focus of my work is how to motivate users to post something and the influence of this form of marketing on the users. I have read the general literature. I'm just looking for a more specific approach, such as matching industries / products / user groups, as well as issues related to motivation and impact that fit into this context
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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.
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Is it now a more effective marketing tool used to promote a company's brand or a specific product compared to traditional marketing conducted in new media, on social media portals Real-Time marketing?
Please reply
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What do you consider to be " real time marketing"?
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How prevalent do you feel color psychologically impacts social perception across various cultures? Should corporations and agencies carefully market and communicate visual materials with specific color schemes to enhance communication and trust-building? More specifically, how might one start to research which colors to use when focusing on a specific culture and the impact these colors have psychologically?
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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.
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As both concepts overlap, i'm looking for literature that deals with these aspects. Most researchers claim that the difference is in pay. However, user contributions are often incentivized, which means that this demarcation is not entirely correct.
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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.
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What are the most effective marketing innovations currently used in connection with the development of new information technologies of the current Industry 4.0 technological revolution?
Please, answer, comments.
I invite you to the discussion.
Best wishes
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Social media
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Which factors affect integrated internal marketing mix? (These items or else. Please confirm the accuracy.)
-Product
-Price
-Communication
-Place
-Recruitment Practices
-Training & Development
-Reward/Motivation Systems
-Top Management Participation/Support
-Market Segmentation
-Market Orientation
..............
.......
...
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Krishnan Umachandran Thank you for your ideas and sharing your work.
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Marketing on the Internet is growing dynamically. More and more companies are expanding their business using new online media, mainly to the promotional activities of their offer and to improve the image of their brand. More and more online stores are emerging from year to year, the e-commerce market is growing, mobile internet banking is growing, companies are spending more and more money on financing advertising campaigns conducted on the Internet.
Do you agree with my opinion on this matter?
In view of the above, I am asking you the following question:
What internet marketing instruments do you think are the most effective?
Please reply
I invite you to the discussion
Thank you very much
Best wishes
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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
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What kind of scientific research dominate in the field of Social Media portals?
Please, provide your suggestions for a question, problem or research thesis in the issues: Social Media portals.
Please reply.
I invite you to the discussion
Dear Friends and Colleagues of RG
The problems of the analysis of information contained on social media portals for marketing purposes are described in the publication:
I invite you to discussion and cooperation.
Best wishes
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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
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Ethnography has been used in marketing and consumer research for many years. If you were designing a textbook for consumer ethnography, what chapters would you include?
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I am glad you find the chapters interesting!
George
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I'm interested in the following questions: do online brands have different nature vs traditional offline brands? What are the similarities and differences? Are there any significant differences in a branding/re-branding process?
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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.
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Hi there,
Are there any reports or info on Jordanian Youth Consumer Behaviour?
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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
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Is it true and ethical that consumers have to ask their doctors to prescribe particular medicines or particular brands?
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Yes it is, but as pharmaceutical products are like double edge sword which require art of weighing of benefits vs risk so less likely.
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The development of information processing technology in the era of the current technological revolution defined by Industry 4.0 is determined by the application of new information technologies in the field of e-commerce and e-marketing.
The current technological revolution described as Industry 4.0 is motivated by the development of the following factors: Big Data database technologies, cloud computing, machine learning, Internet of Things, artificial intelligence, Business Intelligence and other advanced data mining technologies.
Based on the development of the new technological solutions in recent years, dynamically developing processes of innovatively organized analyzes of large information sets stored in Big Data database systems and information processing in the cloud for applications in such areas as: machine learning, Internet of Things, artificial intelligence, Business Intelligence. Added to this are additional areas of application of advanced technologies for the analysis of large data sets such as Medical Intelligence, Life Science, Green Energy, etc. Processing and multi-criteria analysis of large data sets in Big Data database systems is made according to the V4 concept, ie Volume (meaning number of data), Value (large values ​​of specific parameters of the analyzed information), Velocity (high speed of new information appearing) and Variety (high variety of information).
The advanced information processing and analysis technologies mentioned above are used more and more often for marketing purposes of various business entities that advertise their offer on the Internet or analyze the needs in this area reported by other entities, including companies, corporations, financial and public institutions. More and more commercial business entities and financial institutions conduct marketing activities on the Internet, including on social media portals. More and more companies, banks and other entities need to conduct multi-criteria analyzes on large data sets downloaded from the Internet describing the markets on which they operate, as well as contractors and clients with whom they cooperate. On the other hand, there are already specialized technology companies that offer this type of analytical services, develop custom reports, which are the result of such multicriteria analyzes of large data sets obtained from various websites and entries and comments on social media portals.
In view of the above, please answer the following question:
What do you know about the applications of processing technology and analysis of large data sets for e-marketing purposes?
Please, answer, comments.
I invite you to the discussion.
Best wishes
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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.
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I'm doing a research to analyze the effectiveness of Marketing communication of a pet shop and aimed to pet owners of the city. The company has 8 stores within the city, 6 located in the north, where most potential costumers live, and 2 in the south, where they sell less, but need to be included in the research.
I chose the total of citizens as my research pupulation, as I will be innterviewing real and potential customers. The marketing director requested a stratified sample into north, downtown and south of the city.
However, the south of the city is more populated than the north, and if I go for a random sampling the chances that a southern is picked is higher than a northern, which has a higher chance to be a potential costumer of the store.
My question is: Can I use a disproportionate sampling to make the north more representative? If so, is there any procedure I should follow or it will be based on my consideration?
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of course , otherwise you can not represent common population.
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How to measure of Return on Investment (ROI) in marketing particularly in corporate sponsorship event? I am looking for something more than improvement in average gross sale after sponsorship.
As digitization is increasing, company investing more on internet, surgical marketing. Keeping in view these what is the future of sponsorship marketing?
As per my initial findings [source (IEG, 2017]) despite increased digitization and online marketing the corporate sponsorship also increased in 2017 ( $60.2 Billions in 2016 vs $62.8 Billions)
Looking forward to hearing from experts/seniors.
what is good return on investment in marketing? ROI Formula ROI calculator
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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).
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In so many fields of study i.e. Engineeering, IT, Medicine, Marketing or Communications, ect, they define qualification generally as an official requirement for the individual to be recognised to perform or execute duties such as management down to labour for example.
On the other hand,companies require skills e.g in mining engineering, someone with grade 1 who has operated a machine for ten years is valued the most than someone who recently certified as an operator for the same machine.
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Highest academic achievement.
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I am on the process of researching a thesis topic, and depending on my PS major which used to be "Interior Design", 
I am choosing this topic to involve between marketing and design industry.
" Relationship marketing and customer loyalty through marketing communications in the design industry.".
So, i am asking you this email to help me to find some information sources?
thank you,
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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:
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I can contribute to your study by the way of bringing in a perspective from the Indian context if there is scope. Please do let me know if there is any. I am a Professor of marketing at MICA, Ahmedabad, India (https://www.mica.ac.in/anita-basalingappa) which a management institute focusing on Strategic marketing & Communication in Western part of India in the state of Gujarat.
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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
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The concept of Business analytics, through SAS and many other softwares and tools, has significant importance in industry but academic research is still in nascent stage. The sub-division of business analytics is marketing analytics, where all the concepts of data analytics are observed in terms of marketing science paradigm.
I have read three books tilted as:
  1. Marketing Analytics Roadmap: Methods, Metrics, and Tools by Jerry Rackley
  2. Marketing Analytics: A Practical guide..by Mike Grigsby
  3. Predictive marketing by Omer Artun
Moreover, The upcoming conferences of AMA (American Marketing Association) have also highlighted the topic of marketing analytics along with many others IT intensive topics. Furthermore, there are a few thesis available on ProQuest as well.
Still, A broad concept of marketing analytics does not guarantee that the "problem statement" devised from all this can create a notable 'ripple' in academia.
Conclusively, i want to pursue "marketing analytics" for my PhD and becoming a professional as well.
So, It is requested to all researchers and professionals out there to kindly guide me.
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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.
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Logo design and design aesthetics of Visual identity play important role in grabbing attention of consumer. With this questions I'm attempting to develop a picture that in what possible ways Logo design can be used as research topic within field of Marketing.
I found scarce research on this area that's why I'm hoping for a comprehensive yet constructive comments from fellow scholars.
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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.
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I'm considering to explore this question for my research thesis but I would like to know if there is an existing literature out there already on the similar topics?
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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
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I am planning to do my master's degree research in blogging, web content writing and in order to make it more practical and worthwhile I need some advice. As for me, I would like to analyse the language of blogs in IT or business world, focusing on semantic and structural features, or else I can diverge to pragmatics and study the persuasive component of web content.
P.S. I am studying Business Communications, the main subjects are Business English, Visual Communication, Marketing, Effective Business Communication Management, Persuasion and culture.
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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.
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I'm working to my tesis at the university and the main subject is the pathological consumption. Does anyone have ideas about that? Thank you for helping me! :)
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I need to understand what is pathological consumption.Please elaborate.
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Dear Paul,
This is a project I will be excited to be part of just in case you are looking for collaborators, pls. My interest area is political marketing, communication and related areas, pls.
Thank you
Kobby
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Hi Kobby,
I m afraid it is already over and I do not know how to mark it as "done" :(
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I'm completing a comparison study as to the effects of digital advertising compared to more traditional methods of advertising. Ultimately, I want to assess how the advertising industry has changed. What aspects do you feel are lacking research in this area?
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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.
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Dear friends, one of the researcher who is doing research in the area of Brand Image (marketing).
We are look for a comprehensive but precise questionnaire related to Brand Image? Can anyone suggest or share questionnaire related to Brand Image?
Best Regards 
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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. 
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Kindly provide its conceptual understanding and its uses in the field of marketing and branding.
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 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
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I'm looking for the conceptual paradigms which lie between the two areas in marketing.
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Many thanks!
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I'm interested in learning the factors that should be considered when up scaling a laboratory scale chemical synthesis process to a mega scale (industrial scale) production facility. I would prefer to read ebooks and journal articles on the topic as well. 
Highly welcome and appreciate your suggestions.
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Dera Kapila,
this book is recommendable:
Marko Zlokarnik: Scale-up in Chemical Engineering, Wiley-VCH, ISBN: 978-3-527-31421-8
Best,
Sascha
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WOrd of mouth seems to be a favorable way of teaching consumers through buzz.  I want to know if there are any other serious downsides to it than just "lack of message control"
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The question you follow is deeply focused in the "Satisfaction" through 3 variable such as:
  1. Product oriented
  2. Customer centered
  3. Value driven
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.
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wanna research in internet marketing but unable to find related theories. So any guideline ...... Already google it, Does't work....
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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
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This research work is on Network marketing/Direct selling/Multi-level-marketing in India .Let me know the problems faced by the distributors,customers,Companies of this marketing system.Specifically I am eagerly want to know the problems and the solutions of these problems.
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  1. incentives to build network by putting more associates under you and encouraging them to do the same rather than selling product.
  2. having to sell products or services with mediocre quality or a relatively weak value proposition
  3. distribution of recall information through network to customers
  4. high buy-in cost to join the network and lack of refundability
  5. mediation of disputes between competing members or groups of members over geographic exclusivity, potential customers, undermining sales tactics
  6. sales of product to ghost customers in order to boost apparent sales
  7. reselling of products by non-network persons
  8. lack of product or service pricing freedom by network members
  9. safety information distribution and occupational safety education responsibilities to network of  "independent contractors"
  10. counterfeit products
  11. discriminatory selling- only to specific ethnicities, orientations, political views, age groups, religious believers, etc.
  12. need for business insurance coverage; recognition of general commercial liabilities
  13. rules for inheritance, sale, or transfer of network membership
  14. business structure of seller entity- sole proprietor, partnership, limited liability corp, incorporated, etc. and its taxation
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I'm researching the use/effect of video based "word of mouth" use on social media in the B2B industry. Any suggestions for academic works or other sources?
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The past research is as below;
I am doing my masters thesis and cannot find a topic here that is within my means of testing. Any help would be awesome.
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Interested in same topic related to marketing communication. Please share same articles with me too
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I am doing research on how hip-hop music is used in advertising. I have these sub questions :
1demographic that they’re aiming to target
2typical types of products are they advertising
3typical age group
4how much do the people earn who they advertise to
if anyone can provide any information that can help me to answer these questions i would appreciate it
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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
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Dear all,
How can we justify that low level of WOM engagement strengthen the positive effect of brand image on brand equity?
Is there any reference on how to manage low level of WOM engagement?
Thank you. 
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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
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I am involved with creative projects - visual communication. Subtle clue based ads - especially the thematic concepts - can cut the digital clutter and can appeal to the audience more effectively. At the same time, many marketers are yet to understand that this visual clue based ads are the best way to appeal to a multicultural base of audience that are increasing prevailing in markets like the UK, US. Attached a recent ad of ours - have been using for academic and research purposes as well. Any focused research group on such creative visual clue based communication projects? There are lot to explore. 
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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.
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Consumer behavior on social media marketing 
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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
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My current study is on Facebook marketing and its impact on brand equity. Though I found some useful articles, they do not reveal the theoretical foundation of their framework. Can someone please help me to find a theory which relevant to the social media marketing and brand equity?
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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!
  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal Of Business Research, 69(12), 5833-5841.
Hope this helps!
Kind Regards, Nadeem
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I am researching to understand how the internal brand mechanism in a retail organisation can be measured to help with their retail internationalisation operations 
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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!
  • O'Callaghan, E. (2013). Internal brand commitment, a multi-dimensional construct? Case study evidence within a collaborative independent retail network context. International Review Of Retail, Distribution & Consumer Research, 23(5), 478-492.
Hope this helps!
Kind Regards, Nadeem
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Please provide a definition of Islamic advertising. Also, benefits of Islamic advertising. 
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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. 
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I'm doing a thesis on how a tea and coffee company based in the Netherlands can increase their brand knowledge and engagement online. One of my research questions looks at similar companies in the same industry (restaurants, schools, shops selling tea, coffee or both) and how they handle social media.
When I look for companies that are well presented on social media, I stumble upon non-dutch companies. I'm wondering whether there are similarities between American social media behavior and Dutch. 
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I am writing a dissertation on how hip-hop is used in advertising and i need some books,research studies,and websites that can help me
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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.
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I have run the CFA with 7 latent variable ( Customer orientation, competitor orientation, inter-functional coordination, resource, low-cost, differentiation, and performance. However, there is a multicollinearity between customer orientation and resource. How Can I handle with this? or should I delete one of latent variable?
Thanks
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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
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Dear fellows, I am in the early stage of an exploratory research and looking for Online Customer Experience models. I am particularly interested in merging this construct with online advertising or e-commerce.
Any advice would be greatly appreciated.
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If you are looking at customer experience models, the theory of Flow is a emerging and interesting model
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Here are some examples:
  • Enhance the image 
  • Increase in sales
  • Brand awareness
  • Market share 
  • etc.
In the past  companies could not measure the effectiveness of advertising, communication campaigns, PR and events. So they couldn't justify the cost of the marketing communication efforts. Today we have the possibility to use many statistical analyzes. With metrics, we can do operational metrics that would measure sales per region or cost per customer and help us see what the cost per customer is.
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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.
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