scholarly journals Digital Marketing Evolution

2020 ◽  
Vol 2020 (2) ◽  
pp. 263-269
Author(s):  
Vladislav Shadrin ◽  
Olga Kotova
Keyword(s):  
Consumer Behavior ◽  
Opinion Leaders ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Business Practices ◽  
Consumer Experience ◽  
Internet Communities ◽  
Search For Information ◽  
New Consumer

Marketing complex acquires a new content as it tries to adjust itself to the changing business practices and consumer behavior. The research objective was to study the content of Marketing 4.0 and the changing relationship between the brand and the consumer. The authors conducted a comparative analysis of the changes in marketing concepts, which proved that consumers have become partners in marketing communications. Internet communities and opinion leaders proved to affect consumer behavior. Social networks and messengers shape attitude of whole communities. The research revealed an increasing role of customization and personalization in the promotion of brands and products in the era of digitalization. Consumer experience and pleasure derived from marketing interaction are becoming more and more important. Previously obtained materials made it possible to define the change in the marketing complex in the digital economy from 4P to 4C. New consumer communities search for information on the Internet, thus overlooking traditional methods of marketing communications.

scholarly journals ROLE OF MARKETING COMMUNICATIONS IN CONSUMER BEHAVIOR

2021 ◽  
Author(s):  
Viktoriia Bondarenko ◽  
Viktoriia Vasiuta ◽  
Kateryna Pisarenko
Keyword(s):  
Consumer Behavior ◽  
Correct Choice ◽  
Marketing Communications ◽  
Special Role ◽  
Integrated Marketing ◽  
Theoretical Substantiation ◽  
Definition Of ◽  
The Impact ◽  
Communications System

The article deals with the question of the influence of marketing communications on consumer behavior. Today, in order to increase sales, it is no longer enough for companies to just improve their product or service, improve its quality. Among all marketing tools, marketing communications play a special role. The relevance of the topic is due to the need for a theoretical substantiation of the influence of the marketing communication environment on consumer behavior. The purpose of the article is to study the role of marketing communications and their impact on consumer behavior. As a result of this study, the role of marketing communications in the formation of consumer behavior has been substantiated from the standpoint of the main theories and concepts that form the subject areas of marketing communications research. The effectiveness of marketing policy depends on the correct choice of communication tools. The tools of the communication complex are highlighted and characterized. It has been proved that marketing communications influence the formation of consumer behavior in three aspects: informational, emotional, and behavioral. The scientific approaches of scientists to the definition of the process of making a consumer’s decision to purchase are analyzed. The stages of the consumer’s decision-making process to purchase a product are highlighted. Today, integrated marketing communications are considered more effective. They represent the most complete marketing communications system that includes all elements from advertising to packaging. Special attention is paid to the issue of the effectiveness of the impact of marketing communications on consumer behavior. The sequence of determining the effectiveness of the impact of marketing communications on consumer behavior is indicated. It is noted that for effective promotion of goods, only the informational component of communications is not enough. When developing a marketing communications system, it is necessary to take into account personal values. This will increase the degree of influence on consumer behavior. The main goal of marketing communications is to motivate consumer behavior. The use of modern marketing communications through a variety of means can increase the effectiveness of influencing consumer behavior.

Marketing impact on consumer behavior innovative products in the digitalization of the economy

2020 ◽  
pp. 12-18
Author(s):  
М.Я. Веселовский ◽  
Т.В. Погодина
Keyword(s):  
Consumer Behavior ◽  
Marketing Communications ◽  
Russian Market ◽  
Behavioral Aspect ◽  
Emotional Perception ◽  
Dynamic Methods ◽  
Innovative Products ◽  
Cognitive Information

Цель исследования заключается в выявлении тенденций и эффектов коммуникации на основе анализа маркетинговых подходов воздействия на поведение потребителей. В процессе исследования использовались исторический, логический и динамический методы. Исследование ориентировано на российский рынок. Результаты исследования заключаются в выявлении эффектов, особенностей и факторов маркетингового воздействия на поведение потребителей инновационных товаров и услуг. Исследована эволюция маркетинговых коммуникаций, заключающаяся в постепенном переходе от информирования потребителей, к диалогу и затем к долгосрочному взаимодействию с потребителем инновационных и цифровых товаров. Также выявлено влияние трансформации структуры поведения на эффективность и реализуемость маркетинга воздействия на потребителя в условиях цифровизации экономики. The purpose of the study is to identify trends and effects of communication based on the analysis of marketing outcomes impact on consumer behavior. The study used historical, logical and dynamic methods. The research is focused on the Russian market. The results of the study are to identify three aspects of the role of marketing communications in the formation of consumer behavior: cognitive (information), emotional, behavioral. The predominant influence of the behavioral aspect based on the emotional perception of the consumer addressed to him communication and stimulating the purchase innovative products. The influence of the transformation of the structure of behavior on the effectiveness and feasibility of marketing impact on the consumer in the conditions of digitalization of the economy is also revealed.

More value for more satisfaction? The moderating role of the consumer’s accumulation of experience

2020 ◽  
pp. 205157072097558
Author(s):  
Laurent Maubisson ◽  
Arnaud Riviere
Keyword(s):  
Consumer Behavior ◽  
Perceived Value ◽  
Consumer Experience ◽  
Individual Object ◽  
Tv Program ◽  
Past Experiences ◽  
Object Interactions ◽  
Moderating Role

Although the literature emphasizes the importance of perceived value in the analysis of consumer behavior, it is clear that perceived value does not always produce the desired effects in terms of satisfaction. In support of this observation, this article replicates and deepens the analysis of the moderating role of the accumulation of consumer experience on the links between perceived value and satisfaction. Accordingly, two studies (n1 = 1,140 and n2 = 437) mobilizing analytical measures of value (generic and contingent) were conducted in a context marked by frequent individual × object interactions: the audiovisual sector. The main finding of this research underlines that as past experiences of consuming a television (TV) program accumulate, the capacity of value to explain satisfaction decreases, while the levels of value and satisfaction associated with the program increase.

scholarly journals REDISCOVERING THE IMPACT OF ETHICS IN DIGITALISED MARKETING: ENVISAGING THROUGH MO-CE-SA-PU-EM SCALE

2021 ◽  
Vol 9 (03) ◽  
pp. 502-508
Author(s):  
Partha Naskar
Keyword(s):  
Word Of Mouth ◽  
Digital Marketing ◽  
Business Practices ◽  
Ethical Considerations ◽  
Global Marketing ◽  
Related Literature ◽  
Independent Variables ◽  
The Impact ◽  
Collection Methods

Amidst fluctuating, turbulent and ever-changing market environment across the globe the market concepts have transformed drastically. The leaps and bounds of digital marketing encompass the global marketing scenario. The cut-throat competition and massive pace with changing business practices has compelled to redesign ethical connotation of present marketing houses. The present study focuses the broad domains viz. morality, word-of-mouth practices, value based advertisements, decision making phenomenon and unethical constraints as the proponent in the digital marketing platform with ethical considerations. The aim of the paper is to identify the items that may be considered to design the MO-CE-SA-PU-EM Scale. The main source of conceptualizing the domains is formulated with related literature and experts opinions comprising both academicians and practicing market executives in the industry in Kolkata as well as across the country through primary and secondary collection methods. A scale would be created involving essential considerations of the paper with the identifiable domains. These would be considered as independent variables and the notion of ethics in digitalized marketing as dependent variable. The implication of the study is that it throws considerable light about the role of ethics in marketing domains and has the potentials to significantly impact marketing business for 21st century digitalized business enterprises.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

scholarly journals Key Influencers in Public Diplomacy 2.0: A Country-Based Social Network Analysis

2021 ◽  
Vol 7 (1) ◽  
pp. 205630512098105
Author(s):  
Diana Ingenhoff ◽  
Giada Calamai ◽  
Efe Sevin
Keyword(s):  
New Media ◽  
Public Diplomacy ◽  
Qualitative Content Analysis ◽  
Dominant Role ◽  
Opinion Leaders ◽  
Centrality Measures ◽  
Political Actors ◽  
Step Flow ◽  
Twitter Users

This article presents a study of Twitter-based communication in order to identify key influencers and to assess the role of their communication in shaping country images. The analysis is based on a 2-month dataset comprised of all tweets including hashtags of the three countries selected for this study: Austria, Switzerland, and the Netherlands. Following a two-step flow model of communication, we initially identified the influential Twitter users in all three countries based on their centrality measures. Subsequently, we carried out a qualitative content analysis of tweets posted by these influential users. Finally, we assessed the similarities and differences across the three country cases. This article offers new insights into public diplomacy 2.0 activities by discussing influence within the context of country images and demonstrating how opinion leaders can play a more dominant role than states or other political actors in creating and disseminating content related to country image. The findings also provide practical insights in the production of a country’s image and its representation on new media platforms.

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