Moderating Role of Social Factors on the Effect of Integrated Marketing Communication on Performance of Fast Food Restaurants in Nairobi Central Business District, Kenya.

Universally Integrated Marketing Communication (IMC) plays a pivotal role in providing adequate intrinsic information which impacts on overall performance of fast food restaurants. In this regard the study was designed to assess the moderating role of social factors on the effect of integrated marketing communications on the performance of fast food restaurants in Nairobi central business district. The study was guided by the following specific objectives; to examine the role of public relations, social media networks, sales promotion and advertising on the performance of fast food restaurants in Nairobi CBD. To determine the moderating role of social factors on the effect of intergraded marketing and communication on the performance of fast food restaurants in Nairobi CBD. The study adopted an explanatory research design. The target population was 144 key informants which included 48 managers and 96 heads of departments sampled from all the 48 fast food restaurants in Nairobi CBD. In this study census sampling technique was adopted to arrive at the sample size which is 144 key informants. Data was collected by use of structured and unstructured questionnaires from the key informants. Collected data analyzed by use of both inferential and descriptive statistics using SPSS version 20. Result of multiple regressions revealed that social factors moderates the relationship between integrated marketing communication and the performance of fast food restaurants with F=60.279 at P=.000. Jointly the four constructs namely public relations, social media networks, sales promotion and advertisement with a moderator jointly explained 73.6 % (R2 = 0.736) variation in performance of fast food restaurants. The β value for public relations (.233), social media networks (.232), sales promotion (.340), advertising (.295), were positive. Correlations between public relations, social media networks, sales promotion, and advertising r=.677** r= . 579** , r =.693**andr =.411**respectively. They were also positively and significantly related to performance of fast food restaurants where P lesstahn 0.01. All these together led to the rejection of the null hypothesis. This implies that the management of fast food restaurants should pay high premiums in strategically formulating and implementing IMCs which can effectively galvanize high performance of fast food restaurants.

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Looking at you: celebrity direct eye gaze influences social media post effectiveness

European Journal of Marketing ◽

10.1108/ejm-02-2019-0171 ◽

2020 ◽

Vol 54 (12) ◽

pp. 3051-3076

Author(s):

Jasmina Ilicic ◽

Stacey M. Brennan

Keyword(s):

Social Media ◽

Public Relations ◽

Behavioral Intentions ◽

Eye Gaze ◽

Brand Relationships ◽

Verbal Cues ◽

Content Type ◽

Moderating Role ◽

Practical Implications

Purpose The purpose of this paper is to introduce and examine the effect of a celebrity’s eye gaze on self-celebrity connection. A celebrity’s direct (vs averted) eye gaze can be used as a tactic in social media posts to increase self-celebrity connection and behavioral intentions. Examining the effectiveness of a celebrity’s eye gaze is important, as celebrities regularly use social media to manage their brand image and to build a relationship with consumers. Design/methodology/approach Study 1 examines the effect of a celebrity’s eye gaze (direct vs averted) on self-celebrity connection. Study 2 investigates the role of celebrity authenticity in explaining the effect of a celebrity’s eye gaze on consumer–celebrity brand relationships. Study 3 examines the moderating role of a non-Duchenne smile (fake, social smile) in diluting the effect of a celebrity’s direct eye gaze on self-celebrity connection and the downstream consequences on behavioral intentions. Findings The findings from Study 1 indicate that a celebrity’s direct (averted) eye gaze strengthens (weakens) self-celebrity connection. Study 2 provides evidence of celebrity authenticity as the explanation for stronger consumer–celebrity connection when a celebrity is featured with a direct eye gaze. The results of Study 3 show that a fake smile in a celebrity’s social media posts can weaken relationships with and behavioral intentions toward celebrities with a direct eye gaze. Research limitations/implications This paper is limited, as it focuses only on eye gaze and smiles as non-verbal cues depicted in celebrity images on social media. Practical implications This paper has important implications for celebrities, celebrity brand managers (including digital/social media marketing managers and public relations professionals) and advertisers. Celebrities, celebrity brand managers and advertisers should develop social media posts that can strengthen consumer–celebrity relationships and positively influence behaviors toward the celebrity through: 1) ensuring that photographs are taken with the celebrity looking directly into the camera at the target (audience); and 2) avoiding posting images of a celebrity’s direct eye gaze with a non-Duchenne (fake) smile. Originality/value This paper introduces and provides evidence of a celebrity’s direct eye gaze–self-celebrity relationship effect. Tactics, such as eye gaze, can strengthen consumer–celebrity relationships, which is crucial in building brand equity and in increasing financial value for the celebrity.

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What Drives Customer Satisfaction, Loyalty, and Happiness in Fast-Food Restaurants in China? Perceived Price, Service Quality, Food Quality, Physical Environment Quality, and the Moderating Role of Gender

Foods ◽

10.3390/foods9040460 ◽

2020 ◽

Vol 9 (4) ◽

pp. 460 ◽

Cited By ~ 2

Author(s):

Yongping Zhong ◽

Hee Cheol Moon

Keyword(s):

Customer Satisfaction ◽

Food Quality ◽

Physical Environment ◽

Fast Food ◽

Food Service ◽

Environment Quality ◽

Perceived Price ◽

Fast Food Restaurants ◽

Moderating Role

The fast-food service industry has been growing rapidly across China over the last few decades. In accordance with the rising consumption level in the country, Chinese customers care increasingly about their food choices. The purpose of this study is to investigate the factors that can influence customer satisfaction, loyalty, and happiness, with a particular focus on the moderating role of gender. Data were collected through an online survey completed by customers who visited Western fast-food restaurants (KFC, McDonalds, etc.) in China. The structural equation model was applied to test 12 hypotheses. Results showed that perceived price, food, service, and physical environment quality positively affected customer satisfaction. Perceived price can significantly influence customers’ judgement of the quality dimensions of a restaurant. Moreover, customer satisfaction and happiness can lead to a sense of loyalty. Happiness functions as a mediator between satisfaction and loyalty. Nonetheless, our findings indicated that customers’ perceptions of food quality based on price and satisfaction levels based on service quality differ significantly between the genders, which demonstrated that gender moderation exists in food consumption. This study will contribute to a better understanding of managerial and theoretical perspectives, which will be beneficial for subsequent research.

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How trust moderates social media engagement and brand equity

Journal of Research in Interactive Marketing ◽

10.1108/jrim-10-2016-0104 ◽

2017 ◽

Vol 11 (3) ◽

pp. 312-335 ◽

Cited By ~ 25

Author(s):

Hardeep Chahal ◽

Anu Rani

Keyword(s):

Social Media ◽

Factor Analysis ◽

Brand Equity ◽

Social Factors ◽

Content Type ◽

Gen Y ◽

Brand Engagement ◽

Moderating Role ◽

Engagement Scale

Purpose The purpose of this paper is threefold: first, to develop and measure customer engagement scale in context to social media (SM); second, to elucidate the variables that impact customers’ brand engagement on SM and its impact in building customer-based brand equity; and finally, to examine the moderating role of trust in SM brand engagement and brand equity relationship. Design/methodology/approach The data were collected from 767 SM users working in multinational corporations of Gurgaon city, using purposive sampling technique. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were undertaken to analyze the data. Findings The paper outcomes indicated SM brand engagement as a bi-dimensional construct comprising information interest and personal interest. Both social factors and consumer-based factors significantly influence customers’ SM brand engagement. Specifically, results depicted that tie-strength and social identity (social factors); and opportunity seeking and product selection (consumer-based factors) strongly influence customers’ SM brand engagement in comparison to other factors. Research limitations/implications The research has two major limitations. First, it is limited to Gen Y only. How older and younger consumers interact with brands via SM can stimulate theoretical development as well as furnish potentially valuable strategic opportunities to brand managers in future research. Second, relationship between SM brand engagement and brand equity is examined using trust as a moderating variable. Thus, the effect of other moderating factors like perceived risk and gender can be investigated in the future. Originality/value The paper makes a maiden attempt to examine the moderating role of trust in the relationship between SM brand engagement and brand equity. It adds value to the marketing literature in the development of SM brand engagement scale for Gen Y.

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Peran Brand Image dalam Memediasi Pengaruh Social Media Marketing terhadap Repeat Purchase pada Fast-Food Restaurant di Kota Medan

Jurnal Samudra Ekonomi dan Bisnis ◽

10.33059/jseb.v11i1.1722 ◽

2019 ◽

Vol 11 (1) ◽

pp. 53-68

Author(s):

Muhammad Fahmi ◽

Muhammad Arif ◽

Salman Farisi ◽

Nadia Ika Purnama

Keyword(s):

Social Media ◽

Random Sampling ◽

Fast Food ◽

Brand Image ◽

Restaurant Industry ◽

Social Media Marketing ◽

Fast Food Restaurant ◽

Fast Food Restaurants ◽

Repeat Purchase

This study aims to analyze the effect of social media marketing on brand image and repeat purchases, and to analyze the role of brand image in mediating the effect of social media marketing on repeat purchases in the Fast-Food Restaurant industry in Medan. The respondents are consumers who have made purchases at five fast food restaurants in Medan. 140 people were selected using random sampling. Data collected using questionnaire and interviews, and analyzed using descriptive and path analysis. The results proved that social media marketing was significantly influenced brand image; brand image was significantly influenced repeat purchase; and, social media marketing was significantly influenced repeat purchase. Moreover, social media marketing proved has no significant effect on repeat purchase through brand image as mediator.

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Integrated Marketing Communication pada Heri Pemad Management Studi Kasus International ARTJOG MMXIX

JURNAL TATA KELOLA SENI ◽

10.24821/jtks.v6i1.4111 ◽

2020 ◽

Vol 6 (1) ◽

pp. 1-17

Author(s):

Cut Nailil Muna

Keyword(s):

Public Relations ◽

Direct Marketing ◽

Evaluation Research ◽

Personal Selling ◽

Sales Promotion ◽

Primary Data ◽

Marketing Communication ◽

Integrated Marketing ◽

Integrated Marketing Communication ◽

Interactive Marketing

ABSTRAKPenelitian ini bertujuan menganalisis lebih lanjut penerapan Integrated Marketing Communication pada Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX yang diselenggarakan oleh Heri Pemad Management (selanjutnya disingkat HPM). Manfaat penelitian ini adalah memberikan kontribusi pemikiran bagi pengembangan pengelolaan manajemen seni dalam keberhasilannya meraih pasar. Untuk menjawab pokok masalah dalam penelitian ini, peneliti mengacu pada konsep komunikasi pemasaran terpadu model George dan Michael Belch (2011) yang meliputi advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity serta interactive marketing melalui tiga tahapan proses, yaitu perencanaan, implementasi, dan evaluasi. Penelitian dijalankan secara kualitatif dengan metode studi kasus. Pengumpulan data terbagi dua yaitu data primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka. Key informan dan informan yang dipilih berasal dari internal HPM dan pengunjung Festival ARTJOG MMXIX. Penelitian ini mampu menjelaskan bahwa HPM telah mengimplementasikan Integrated Marketing Communication melalui tahap perencanaan yang dimulai dari targeting, positioning, penetapan tujuan dan anggaran. Tahap implementasi, dilakukan perancangan pesan, pemilihan media, dan penerapan bauran komunikasi. Tahap evaluasi, dilakukan analisis untuk mengukur hasil akhir dari implementasi bauran IMC sekaligus mengambil tindakan korektif dalam penyelenggaraan festival tersebut. Kesimpulannya, HPM telah berhasil menerapkan konsep komunikasi pemasaran terpadu pada penyelenggaraan Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX. ABSTRACTThis research aims to further analyze the implementation of Integrated Marketing Communication at the International Contemporary Arts Festival of ARTJOG MMXIX organized by Heri Pemad Management (hereinafter abbreviated as HPM). The benefit of this research is to contribute to thinking for the development of art management in the success of achieving the market. To address the subject matter of this study, researchers refer to the concept of Integrated Marketing Communication George and Michael Belch (2011) model’s which include advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity and interactive marketing through three stages of the process, planning, implementation and evaluation. Research is conducted qualitatively with case study methods. Two data collection is the primary data through interviews and observations; and secondary data through library studies. Key informant and informant are selected from the internal HPM and visitors Festival ARTJOG MMXIX. The research can explain that HPM has implemented Integrated Marketing Communication through the planning phase starting from targeting, positioning, goal setting and budget. Implementation stage, message design, media selection and communication mix application. Evaluation stage analyzed to measure the outcome of the implementation of IMC mix and take corrective action in the implementation of the festival. In conclusion, HPM has successfully adopted the concept of integrated marketing communication at the International Contemporary Art Festival of ARTJOG MMXIX.

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