scholarly journals Electronic Marketing Communication Tools in the Business of Micro-enterprises

2016 ◽  
Vol 83 ◽  
pp. 101-107
Author(s):  
Józef Frąś ◽  
Sebastian Scholz ◽  
Ilona Olsztyńska
Keyword(s):  
Marketing Communication ◽  
Communication Tools ◽  
Electronic Marketing ◽  
Micro Enterprises

scholarly journals Social Media in Communicating about Social and Environmental Issues—Non-Financial Reports in Poland

Information ◽  
2021 ◽  
Vol 12 (6) ◽  
pp. 220
Author(s):  
Ewa Stawicka ◽  
Joanna Paliszkiewicz
Keyword(s):  
Good Practice ◽  
Environmental Issues ◽  
Marketing Communication ◽  
Limited Extent ◽  
Socially Responsible ◽  
Communication Tools ◽  
Financial Reports ◽  
Good Practices ◽  
Corporate Social ◽  
The Impact

The main purpose of this article is to analyze the dissemination of social reports among entrepreneurs in order to determine the number of reporting organizations and examples in which Corporate Social Responsibility (CSR) areas enterprises report. We analyze the dissemination of social reports among entrepreneurs in Poland and determine the number of reporting organizations and examples in which CSR companies report. This work is a guide for entrepreneurs in Poland to build strategies and activities for transparency and communicating good practice. One of the research goals was to identify and evaluate communication activities with stakeholders in terms of responsible activities, social and environmental. The data analysis comes from a detailed literature review and the Responsible Business Forum (FOB) Reports database for 2008–2019 in Poland. The results of the survey show that many entrepreneurs in Poland, representing small, medium-sized (SME), and even large enterprises underestimate the importance of socially responsible activities. Entrepreneurs communicate with stakeholders to a limited extent and are not informed about good practices. The vast majority of the surveyed enterprises, especially large ones, prepare social reports, which result from obligation: requirements of Directive 2014/95/EU. The SME sector shows a lack of knowledge and uses individual marketing communication tools to a limited extent, limiting itself to advertising activities (very few companies prepare social reports). The article is a practical tip for enterprises showing the impact of business on changes towards sustainable development. Originality/value lies in the fact that the article presents selected research results on various aspects related to social reporting and communicating social and environmental activities to stakeholders.

scholarly journals The Use of Direct Marketing Techniques in Sport Marketing

10.26458/1543 ◽  
2016 ◽  
Vol 15 (4) ◽  
pp. 49
Author(s):  
Daniel Gardan ◽  
Gheorghe Epuran ◽  
Iuliana Petronela Gardan
Keyword(s):  
Direct Marketing ◽  
Sport Marketing ◽  
Future Research ◽  
Marketing Communication ◽  
Communication Tools ◽  
Related Services ◽  
Future Activity ◽  
The Future ◽  
Marketing Principles

Adapting marketing principles and concepts to sport related services and products domain represents a challenge for any specialist in the field because the specific features that are characteristic for the needs, motivations and consumption process itself.In order to achieve different quantitative and qualitative marketing communication objectives, sports involved organizations are developing a communication mix adapted to the channels used by the consumers. Among the communication tools used are found also the direct marketing techniques that have had a tremendous development during the last 25 years and so.The article will analyze the process of building a efficient direct marketing communication with sport consumers and the implications of using such instruments and tools for the future activity of sport related organizations. Some future research lines are proposed and conclusions are stated on the matter.

The Customer's Perspective on Waiting Time in Electronic Marketing

2011 ◽  
Vol 39 (8) ◽  
pp. 1053-1062 ◽  
Author(s):  
Hung-Yuan Lin ◽  
Ting-Yueh Chang
Keyword(s):  
Waiting Time ◽  
Marketing Communication ◽  
Actual Number ◽  
Consumer Evaluation ◽  
Range Theory ◽  
Electronic Marketing ◽  
Time Served

From the perspective of range theory we explored whether or not consumer evaluation of waiting time depends on a comparison between the actual waiting time and the expected range of waiting time that is specified in the marketing communication. A 2 × 2 between-subjects design was employed, and evaluation of waiting time served as a critical dependent variable. Results indicated that consumers' evaluation of waiting time was significantly different when they were advised of different ranges of waiting time guarantee. For the condition of 3-7 days of waiting time guarantee, participants' evaluation of waiting time was significantly favorable because the actual number of waiting days was less than the maximum of 7 in the guarantee.

Motivations and Communication Effectiveness of Solar Energy Adoption among Malaysian Household Consumers

2018 ◽  
Vol 6 (3) ◽  
pp. 67-81
Author(s):  
Siti Haslina Md Harizan
Keyword(s):  
Solar Energy ◽  
Well Being ◽  
Jel Classification ◽  
Photovoltaic System ◽  
Marketing Communication ◽  
Solar Pv ◽  
Integrated Marketing ◽  
Snowball Sampling ◽  
Integrated Marketing Communication ◽  
Communication Tools

Objective - This paper aims to explain the motivational drives underlying the use of solar energy and to examine the effectiveness of integrated marketing communication tools in the dissemination of solar PV information among household consumers in Malaysia. Methodology/Technique - Data was collected using in-depth interviews, participant observations, and on-site visits to participants' homes. Sixteen private household consumers who were registered with the Sustainable Energy Development Authority Malaysia (SEDA), and who were located in different regions of several states in Malaysia, were selected using purposive and snowball sampling. The data was then transcribed and analyzed by identifying the themes and commonalities of the respondents. Findings - The findings indicate that there are 4 motivating factors that lead to solar PV adoption. Those are: economic, societal well-being, environmental well-being, and knowledge/cognition. The integrated marketing communication tools found to be most effective include mass media (television), electronic media (including social media and websites) and interpersonal sources. Novelty - The study elaborates on the motivations underlying the adoption of solar energy based on the real experiences of solar PV users. The study also assesses the effectiveness of integrated marketing communication tools used by various stakeholders in promoting solar PV systems based on user feedback. Type of Paper - Empirical Keywords: Integrated Marketing Communication; Motivation; Residential; Solar Photovoltaic System; Sustainable Marketing. JEL Classification: M31, O33

New Event Trends as a Tool of Digital Marketing Communication

2021 ◽  
pp. 216-241
Author(s):  
Dilaysu Cinar
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Literature Review ◽  
Virtual Communities ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Communication Tool ◽  
Communication Tools ◽  
Social Events ◽  
Potential Customers

Today, with digital marketing communication, it has become easier to reach and persuade both existing and potential customers. The aforementioned situation is also valid for event applications which are one of the digital marketing communication tools. Indeed, with the technological power, brands began to offer participants almost unlimited options for events and participation takes place regardless of the venue. This study aims to provide information about the new event trends as a digital marketing communication tool. For this purpose, a literature review was made in the study. Accordingly, it can be argued that the new event trends used in digital marketing communications consist of real-time events, social events, storytelling, virtual reality and augmented reality applications, influencers, and virtual communities.

Comparative Analysis of Marketing Communication Tools Adopted by Telecommunication Service Firms

2016 ◽  
pp. 76-95
Author(s):  
Kavaldeep Dixit ◽  
Neha Jain
Keyword(s):  
Public Relations ◽  
Personal Selling ◽  
Sales Promotion ◽  
Telecommunication Service ◽  
Service Firms ◽  
Marketing Communication ◽  
Sources Of Information ◽  
Communication Tools ◽  
Strategic Issues ◽  
Cellular Telephony

The increase in number of players in cellular telephony has raised the expectation level of customers compelling firms to devise strategies to gain competitive edge. Thus, the main objective of this research is to comparatively study employees and customer's awareness regarding marketing communication tools adopted by Bharti Airtel and Idea Cellular in eastern Rajasthan. In the present study communication tools pertaining to advertising, sales-promotion, personal selling, direct marketing, events and public relations have been considered and analyzed. The present research will also attempt to explore the sources of information referred to by customers while opting for telecommunication services. The study will involve a sample of 250 existent customers and 25 employees for Bharti Airtel and Idea Cellular respectively and the methodology employed will be structured questionnaire for customers and employees separately with reference to eastern Rajasthan. By identifying the strategic issues that affect customer decisions the present research will contribute to the understanding of the influence of communication tools on customers. It would also enable marketing managers to identify impact of these dimensions and to concentrate firm's efforts on those factors which enhance customer awareness. It is an exploratory study.

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