scholarly journals The relationship of marketing communication and customer behaviour in the online store industry

Catallaxy ◽  
2021 ◽  
pp. 1-9
Author(s):  
Katarzyna Grąbczewska
Keyword(s):  
Online Communication ◽  
Strong Relationship ◽  
Research Paper ◽  
Online Marketing ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Online Store ◽  
Customer Behaviour ◽  
The Relationship ◽  
Marketing Messages

Motivation: The article fills a crucial gap in the literature in the realm of investigating and understanding customer behaviour in the digital environment. Research in the field of ever-shifting digital marketing communication is fundamental. Aim: The key purpose of the research paper is to investigate the relationship between the frequency of seeing marketing messages by respondents and their market behaviour. Materials and methods: Various approaches to online marketing communication and descriptions of consumer behaviour were analysed in the theoretical framework of the article. The goal mentioned above was achieved through the survey conducted in 2020 on the sample of 461 respondents who had access to the Internet. Data were collected using a Google Form, and then the empirical data were analysed using Spearman?s correlation coefficient in Microsoft Excel application. The research involved observing the online marketing communication carried out by the surveyed entities in addition to mentioned methods. Results: The findings prove that the frequency of seeing marketing content by respondents has an impact on the Spontaneous Brand Awareness Rate, the Aided Brand Awareness Rate, the frequency of store website visits, the propensity to repurchase, and online store reviews. There is a strong relationship between the quantity and the variety of online marketing messages broadcasted by an online store and the engagement of customers in the digital activity of the online store. The research will help entrepreneurs develop future online marketing communication strategies and indicate the development of online communication toolkits. The research paper confirms the importance of maintaining a relationship with customers who shop online.

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.

Product advertising and viral stealth marketing in online videos

2016 ◽  
Vol 68 (3) ◽  
pp. 250-264 ◽  
Author(s):  
Lars Michael Wendt ◽  
Joachim Griesbaum ◽  
Ralph Kölle
Keyword(s):  
Research Design ◽  
Design Methodology ◽  
Online Communication ◽  
Online Marketing ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Content Type ◽  
Online Videos ◽  
Brand Perception ◽  
Practical Implications

Purpose – In the context of social media marketing, so called viral stealth videos (VSVs) often attract as much or even more attention than videos that directly advertise products (product advertising video (PAV)). However, beyond this, the product or brand-related impact of such videos is not so clear. In this context, the purpose of this paper is to investigate brand perception of PAVs and VSVs in YouTube. Design/methodology/approach – The research design is based on an examination of comments of six VSVs and six PAVs on YouTube. Therefore, the content of 1,080 posts was analyzed to capture the topic, the attitude toward the video and the pragmatic intent of posts. Findings – Results indicate that there are strong differences with regard to users ' perception of the two analyzed video type segments. The content of VSVs is clearly recognized as positive more often than the content of PAVs. In contrast, only PAVs evoke substantial brand awareness but receive rather mixed results with regards to brand assessment. Research limitations/implications – As a whole, the study is widely descriptive and of explorative value. Nevertheless, the research design can be estimated as a first step to measure the brand-related impact of online videos. Ideally, the data generated in the investigation should be combined with traffic and conversion data of the brands’ websites to get an encompassing picture of the marketing related impact of the investigated online videos. Practical implications – Seen from a marketers’ perspective, one can recommend PAVs over VSVs as there are hardly any brand-related impacts of VSVs visible in online communication. PAVs are perceived less positively but they are able to evoke brand awareness at least. Originality/value – According to the authors’ knowledge this investigation is one of only a few studies that analyzes real online communication in the context of video-based online marketing.

The Influence of Customers Social Media Brand Community Engagement on Restaurants Visit Intentions

2019 ◽  
Vol 10 (4) ◽  
pp. 1-14
Author(s):  
Muhammed Alnsour ◽  
Hadeel Rakan Al Faour
Keyword(s):  
Social Media ◽  
Community Engagement ◽  
Behavioral Control ◽  
Strong Relationship ◽  
Perceived Behavioral Control ◽  
Marketing Communication ◽  
Brand Community ◽  
Cross Sectional ◽  
Social Media Networks ◽  
The Relationship

The purpose of this article is to study the relationships between brand community engagement of customers on social media networks and customer behavioral intentions with regard to visiting restaurants where the theory of planned behavior was applied. A conclusive-descriptive, cross-sectional research design was selected in order to determine the degree to which Brand Community Engagement, Attitude (ATT), Subjective Norms (SN), Perceived Behavioral Control (PBC), Restaurant's Visit Intentions (INT) and Visit Behavior (B) are interrelated and associated. The results indicated that BCE does affect customers attitude towards dining out and visiting restaurants and that SN cannot moderate the strong relationship between ATT and intention. In addition, customer intention can weakly predict their behavior of visiting restaurants. The results of this study suggest that management of restaurants should pay attention to their marketing communication strategies through social media restaurant's communities and should focus on how to increase the engagement levels of customers beside understanding and may be changing their attitudes towards experiences in restaurants. This study examined the relationship between Restaurants Brand Community Engagement on social media and customer intentions to dine out and visit restaurants.

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.

scholarly journals The Effect of Social Media to the Brand Awareness of a Product of a Company

2016 ◽  
Vol 10 (1) ◽  
pp. 9 ◽  
Author(s):  
Hansel Bagus Tritama ◽  
Riswan Efendi Tarigan
Keyword(s):  
Social Media ◽  
Research Method ◽  
Quantitative Research ◽  
Brand Awareness ◽  
Online Media ◽  
Marketing Communication ◽  
Significant Information ◽  
The Relationship ◽  
A Company ◽  
Research Type

Social  media  is an online media, where the users can easily participate, share, and create any content such as banner,  posters, videos and advertisement.  Many companies  use these  social  media as  a tool to promote their products  and make  customers aware  with their brand. On the other hand, not all companies  succeed to market their products and make their products are at their customers’ awareness. The purpose of this research is to find the correlation  between social media commu- nication marketing  with companys brand awareness in social media.  The research  method for this research  is quantitative  research.  This method collects  data with explanative research type which explains the relationship between two variables. The result  of this research  is to show that marketing  communication in a company has an impact to company’s brand awareness. In addition, this research wants to show that marketing via social media can give impact  to company’s revenue. The summary of this research  is to get significant  information  about the effect of social media toward companys brand awareness through quantitative  and explanative  research  method due to the rising of social media.

scholarly journals Signals of Hotel Effort on Enhancing IAQ and Booking Intention: Effect of Customer’s Body Mass Index Associated with Sustainable Marketing in Tourism

2021 ◽  
Vol 13 (3) ◽  
pp. 1279
Author(s):  
Baifeng Sun ◽  
Leon Yongdan Liu ◽  
Wilco Waihung Chan ◽  
Carol Xiaoyue Zhang ◽  
Xingqi Chen
Keyword(s):  
Air Quality ◽  
Indoor Air Quality ◽  
Indoor Air ◽  
Air Pollutants ◽  
Online Marketing ◽  
Marketing Communication ◽  
Negative Effects ◽  
Communication Signals ◽  
Sustainable Marketing ◽  
The Relationship

Since outdoor air pollutants may penetrate into hotels, indoor air quality (IAQ) has recently developed as an important criterion for tourists’ decision to choose traveling destinations and for business travelers to select accommodation. Thus, some hoteliers have raised concerns about the negative effects of emerging air quality issues on guests’ experience and are willing to invest in improving the IAQ. Unlike the hotel’s currently offered services and products which are observable, the improved IAQ is almost invisible and the mitigation technology of air pollutants is new to hoteliers, consumers and researchers in tourism. Hence, the search and understanding of the relationship of signals communicating hotel’s effort on air quality enhancement and booking intention plus the mediating and moderating factors become the main objective of the research and can fill the knowledge gap plus meet the practical need. The study found that the more reinforced IAQ effort included in the website presentation, the higher the travelers’ booking intention. The travelers’ trust in the hotel partially mediated the relationship between travelers’ perception of reinforced IAQ effort input by hoteliers and their booking intention. Further, the study finds that the enhancement of online booking intention does exist in a segment of travelers who are high health-conscious. Additionally, the influence of health-conscious traveler’s perception of hotel IAQ enhancement effort via the portal on the dependent variable—hotel booking intention was statistically significant. The findings enable hotel managers to have a deeper understanding of the relationship between the potential customers’ booking intention on hotel rooms and the online marketing communication signals mediated by their trust in the hotel’s cleaning air effort. The results can serve as a reference for designing more effective marketing communication programs and channels for hotels’ endeavor to improve indoor air quality, especially sustaining the tourism development in the post-epidemic era. Additionally, the study unveils some applied measures in improving hotel air quality not being documented in hospitality and tourism journals.

scholarly journals THE INFLUENCE OF BRANDED WEB SERIES TOWARDS PURCHASE INTENTION OF TELECOMMUNICATION PROVIDER (CASE STUDY: XL AXIATA)

2021 ◽  
Vol 3 (9) ◽  
pp. 313-333
Author(s):  
Gabriel Audelia Martiawan
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Brand Attitude ◽  
Brand Awareness ◽  
Short Film ◽  
Marketing Communication ◽  
Online Questionnaire ◽  
Web Series ◽  
The Relationship

The branded web series is one of the latest innovations in the field of the online video advertisement. Unlike advertisements in general that offer products explicitly, branded web series is a form of branded entertainment in the form of a short film format which is packaged into several episodes in the duration of about 5-15 minutes and placed on YouTube. This research aims to know the influence of branded web series on the purchase intention of XL as a telecommunication provider after watching the branded web series Memilih Maju. 138 data were collected through an online questionnaire and analyzed using the PLS-SEM method to assess the relationship between entertainment, informativeness, irritation, advertising value, brand awareness, brand attitude, brand image, and flow toward purchase intention. The results show that entertainment and informativeness have a positive and significant correlation with advertising value, advertising value has a positive and significant correlation with brand attitude, brand awareness, and brand image, brand awareness has positive and significant result with brand image, brand attitude positively significant towards purchase intention, lastly brand image positively significant with brand attitude. Moreover, this research is expected to provide benefits for readers, PT. XL Axiata Tbk., and marketers to develop marketing communication in the form of branded web series.

scholarly journals The Influence of Online and Offline Strategic Marketing Communication to Purchase Intention of Singapore Airlines

2019 ◽  
Vol 9 (2) ◽  
pp. 1-10
Author(s):  
Pratiwi Mulyantina
Keyword(s):  
Purchase Intention ◽  
Quantitative Method ◽  
Research Result ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Strategic Marketing ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Brand Preference ◽  
Brand Knowledge

The purpose of this thesis is to find out which of Singapore Airline to promote Premium Economy Class, both online and offline marketing communication channels, has greater impact to increase its Product Awareness and come out with Marketing Strategies purchase decision.This study uses quantitative method by finding out the influence of online and offline Strategic Marketing Communication by Singapore Airlines Premium Economy Class in Purchase Intention followed by post-positivist paradigm and mix method. As the result, the researcher uses 100 correspondences who are Indonesian passengers living in Jakarta and usually travel on Singapore Airlines and registered as Singapore Airlines members. The research result shows that (1) Brand Awareness in online marketing strategies has a greater influence on Purchase Intention at 41.2% while Brand Awareness in the offline marketing strategies has an influence of 33%, (2) brand knowledge on online marketing strategies has a greater influence on Purchase Intention at 48.1% while Brand knowledge in offline marketing strategies has an influence of 15.7%, (3) Brand likeness in online marketing strategies has a greater influence on Purchase Intention at 47.3% while Brand likeness in offline marketing strategies has an influence of 20.7%, (4) Brand preference on online marketing strategies has a greater influence on Purchase Intention at 52.1% while Brand preference on offline marketing strategies has an influence of 24.9%, (5) brand conviction on online marketing strategies has a greater influence on Purchase Intention at 54% while brand conviction in offline marketing strategies has an influence of 26.6%

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