Is Usage of Visual Images in Online Marketing Effective?

2019 ◽  
Vol 9 (6) ◽  
pp. 147-156
Author(s):  
Chi Hong Leung
Keyword(s):  
Qualitative Research ◽  
Social Media ◽  
Online Communication ◽  
Communication Channels ◽  
Target Audience ◽  
Online Marketing ◽  
Visual Images ◽  
Marketing Communication ◽  
Online Environment ◽  
Marketing Messages

This paper discusses the importance of visual images in online marketing communication such as on Facebook. Because of noise in online communication channels it is becoming more and more difficult for marketing messages to be noticed. Visual images are now common on social media and can attract target audience and consumers and draw their attention in the online environment. This paper presents a study that selected 37 companies’ photos posted on Facebook. Four of these companies were highlighted owing to the high popularity and acceptance of their photos. Qualitative research was performed to investigate what kinds of photos these companies posted from Feb 2018 to Jan 2019. The results of this study show that there are diverse types of photos (of food, children, sports, animals, landscape, automobile, portraits, architecture, macros, quotes, events, aerial, street, and documentary) used for various marketing purposes. We concluded that visual images are effective in online marketing.

scholarly journals The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image

Energies ◽  
2021 ◽  
Vol 14 (14) ◽  
pp. 4177
Author(s):  
Agnieszka Izabela Baruk ◽  
Grzegorz Wesołowski
Keyword(s):  
World Literature ◽  
Statistical Tests ◽  
Empirical Studies ◽  
Communication Channels ◽  
Primary Data ◽  
Survey Method ◽  
Marketing Communication ◽  
Chi Square ◽  
The Impact

The aim of this article was to determine the significance of modern marketing communication channels used in the process of shaping the external image of an enterprise as an employer. An analysis of the world literature on marketing, management, marketing communication and human resource management was used to prepare the theoretical part. The results of the analysis indicate a cognitive and research gap regarding the use of modern communication channels for building the external image of an enterprise in the role of an employer. In order to reduce the gap, empirical studies were conducted among young Polish potential employees, in which the survey method was used to gather primary data. The collected data were subjected to statistical analysis, during which the following methods and statistical tests were applied: the analysis of average values, exploratory factor analysis, Kruskal–Wallis test (KW), Pearson chi-square independence test and V-Cramer coefficient analysis. The results of the analyses conducted indicate, inter alia, that statistically significant diversity was identified in the case of non-professional media in terms of respondents’ opinions on whether the employer’s image created by modern media is better than the employer’s image created on the basis of classical marketing communication channels. In the case of professional and non-professional media, the age of the respondents was not a differentiating feature. Moreover, neither for professional media nor for non-professional media were statistically significant dependencies identified between respondents’ opinions on the impact of actions undertaken by enterprises on shaping their positive external image as an employer and respondents’ opinions on whether the employer’s image created on the basis of modern marketing communication channels is more beneficial than the employer’s image created on the basis of classical marketing communication channels. The results obtained on the basis of the research have a cognitive and applicability value, characterized by originality. Until now, the importance of using modern marketing communication channels in shaping the employer’s external image has not been analysed. This also applies to enterprises operating on the energy market.

scholarly journals Prepaid Electricity Marketing Communication Strategy at PT. PLN (Persero) Temanggung Customer Service Unit

2020 ◽  
Vol 5 (1) ◽  
pp. 47
Author(s):  
Muhammad Hasan Absori ◽  
Deni Ramdani
Keyword(s):  
Customer Service ◽  
Communication Channels ◽  
Electrical Energy ◽  
Communication Strategy ◽  
Qualitative Description ◽  
Target Market ◽  
Marketing Communication ◽  
Public Marketing ◽  
Service Unit ◽  
The Difference

<em>PT. PLN (Persero) is a provider of electrical energy services in Indonesia. Technological developments encourage the innovation of prepaid electricity programs in providing effective and efficient services to consumers. So marketing communication is one of the strategies used to introduce prepaid electricity products to the public. marketing communication is communication that is used to improve marketing strategies in expanding the target market segmentation. PT. PLN (Persero) Temanggung Customer Service Unit uses socialization techniques in delivering prepaid electricity programs to the Temanggung community. The purpose of this study was to determine the form of marketing communication channels used by PT. PLN (Persero) Temanggung Customer Service Unit to provide prepaid electricity program information to consumers in order to increase prepaid electricity usage in Temanggung. This study uses a qualitative description method. Research data obtained by interview and observation conducted at PT. PLN (Persero) Temanggung Customer Service Unit. In this study conducted with triagulation techniques. The research results of PT. PLN (Persero) Temanggung Customer Service Unit uses marketing communication channels in promoting prepaid electricity programs. The message delivered contains the difference between prepaid and postpaid electricity, benefits, token costs or electricity energy vouchers and how to purchase tokens on the prepaid electricity program.</em>

How do internet memes affect brand image?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hsuju Teng ◽  
Chi-Feng Lo ◽  
Hsin-Hui Lee
Keyword(s):  
Peer Review ◽  
Brand Image ◽  
Online Marketing ◽  
Marketing Communication ◽  
Communication Research ◽  
Transmission Characteristics ◽  
Content Type ◽  
Study Results ◽  
Symbolic Value ◽  
Current Paradigm

PurposeThis study aims to investigate how Internet memes affect brand image.Design/methodology/approachThe authors first used the Delphi method to refine Internet memes' constructs and dimensions and developed a scale for Internet memes. Second, the authors used a questionnaire to collect data from 348 valid Internet consumers.FindingsThe authors proposed four significant characteristics of Internet memes: humour, high positive emotional intensity, brand interactions and prestige, and high spreadability to prompt consumers to remake, share and spread memes. The study results indicate that Internet memes positively influence the brand image. However, not all meme characteristics were correlated with the brand image; only brand prestige, interaction and humour enhanced brand image.Originality/valueFor scholars in online marketing communication research, this study shifts the current paradigm of brand-generated and customer-passive to user-generated and customer-active. It also addresses the importance of pandemic effects of Internet memes on brand image. To be specific, this study presents the important symbolic values that Internet memes need to include to affect consumers' behaviour in response to perceived brand image by applying both mind infection and symbolic value perspectives. Finally, this study redefines the dimensions and measurements of Internet memes to address the lack of consensus and concrete scales regarding meme transmission characteristics and extending into online marketing communication strategies.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-11-2019-0364

Rise of Experiential Marketing in Emerging Markets

2016 ◽  
pp. 284-312
Author(s):  
Mervat Medhat Youssef ◽  
Hanan Atef Abdallah
Keyword(s):  
Emerging Markets ◽  
Business Model ◽  
Word Of Mouth ◽  
Communication Channels ◽  
Marketing Strategies ◽  
Marketing Communication ◽  
Experiential Marketing ◽  
The Public ◽  
Consumption Experience

This chapter aims to contribute towards the improvement of using Experiential Marketing as a business model in Emerging Markets. This chapter also clarifies how experiential marketing fits within the Emerging marketing climate, and how to go about planning and evaluating it for best results. It provides examples focused on Emerging Markets ethics, market mix strategies, customer brand consumption experience and consumer word of mouth. The finding suggests how Experiential Marketing strategies can best utilize marketing communication channels to achieve Emerging Markets objectives. This chapter will encourage companies and brands in Emerging Markets to look into using experiential advertising in their marketing strategies. The chapter will focus on highlighting the connection between Emerging Markets and Experiential Marketing in different aspects, which then will be analyzed in order to determine how functional and successful Experiential Marketing can be. It concludes with analysis of demonstrating views from the public and experiential specialists.

scholarly journals The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment

2019 ◽  
Vol 11 (24) ◽  
pp. 7016 ◽  
Author(s):  
Anna Krizanova ◽  
George Lăzăroiu ◽  
Lubica Gajanova ◽  
Jana Kliestikova ◽  
Margareta Nadanyiova ◽  
...  
Keyword(s):  
Return On Investment ◽  
Service Providers ◽  
Traditional Approach ◽  
Online Communication ◽  
Online Marketing ◽  
Marketing Communication ◽  
Online Environment ◽  
Communication Tools ◽  
Business World ◽  
Online Communication Tools

Online marketing communication covers a wide area and thus promotes an extensive reach of advertising to a broad audience. Hotels can achieve certain goals through online communication, mainly an increase of hotel awareness; an improvement of their image; and an increase in the level of customer satisfaction and trust, or brand loyalty. Measurement of the effectiveness of communication tools in the online environment is still a challenge, whether in the academic world or in the business world, mainly due to the complexity of this process. The main objective of this paper is to propose a methodology for implementing an indicator suitable for the evaluation of the effectiveness of online communication activities in the Slovak hotel industry. It uses analysis of the current usage of online marketing communication activities from the perspective of hotel service providers. The methodology should be applicable to support decision-making and actively support the sustainable development of hotels. In order to achieve the objective of the paper, the authors conducted a marketing survey focused on online marketing communication by Slovakian hotels to determine their use and to map the current state or methods of evaluating their effectiveness. Results of the research suggest that hotels in Slovakia perceive evaluating marketing communications online as being important, regardless of the size, length of operation, budget, and class of the hotel. They prefer financial metrics because they are a de facto manifestation of the traditional approach towards investment evaluation. The results also showed that return on investment is the most common metric for evaluating the investments of online communication activities, and that respondents expressed the highest level of confidence in this metric as well. In line with the results, we have proposed return on investment (ROI) as the most appropriate metric applicable in evaluation of the effectiveness of online communication tools.

Comparing perceptions of marketing communication channels

2011 ◽  
Vol 45 (1/2) ◽  
pp. 6-42 ◽  
Author(s):  
Peter J. Danaher ◽  
John R. Rossiter
Keyword(s):  
Communication Channels ◽  
Marketing Communication

scholarly journals Marketing communication in the area of breast and cervical cancer prevention

2016 ◽  
Vol 73 (6) ◽  
pp. 544-552
Author(s):  
Jelena Cvijovic ◽  
Milica Kostic-Stankovic ◽  
Goran Krstic ◽  
Ljupce Stojanovic
Keyword(s):  
Cervical Cancer ◽  
Mass Media ◽  
Cancer Prevention ◽  
Web Sites ◽  
Communication Channels ◽  
Cervical Cancer Prevention ◽  
Target Group ◽  
Marketing Communication ◽  
Breast And Cervical Cancer ◽  
Health Institutions

Background/Aim. Innovative marketing campaigns and promotional activities can successfully contribute to the improvement of public health by raising the level of general knowledge about health issues and benefits that the change of habits, eradication of undesirable behaviour and regular medical controls have. The focus should be on continuous marketing communication through various mass media or direct communication between medical staff and patients. The aim of this paper was to define the role that various communication channels have in the process of informing and educating the target group in case of breast and cervical cancer prevention. Methods. The survey based on polling a sample of 2,100 female patients of the Serbian Railways Medical Centre was conducted in the period October-December 2013. The questionnaire included questions about demographic characteristics, prevention habits of women, their level of information on that topic and communication channels they prefer. Results. There is a difference among respondents? awareness level about preventive measures depending on demographic and geographical criteria. The results indicate the existence of variations in frequency of performing gynaecological examinations and Pap tests depending on different age, educational and residential groups. Although the largest percentage of women stated familiarity with the way of performing breast self-examination (78%), the majority of them had never per-formed mammography or ultrasonography (67%). The greatest number of women were informed about the possibility of preventing breast and cervical cancer by posters or brochures in health institutions (71%) and mass media - television on the first place (74%), then specialized magazines about health (48%), radio (48%), web sites about health (42%), and daily newspapers (34%). The respondents consider the Ministry of Health and health institutions as the most responsible subjects for education of women about cancer prevention, while the self-initiative was given the least importance. Conclusion. Determined informing habits of the target group, their prevention habits and attitudes on the subject should be used as the basis for planning and implementation of prevention marketing campaigns that would be the most effective.

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