scholarly journals The Impact of Chatbots on the Relationship between Integrated Marketing Communication and Online Purchasing Behavior in The Frontier Market

2021 ◽  
Vol 13 (1) ◽  
pp. 19
Author(s):  
Bui Thanh Khoa
Keyword(s):  
Ease Of Use ◽  
Perceived Usefulness ◽  
Customer Relationship ◽  
Purchase Behavior ◽  
Marketing Communication ◽  
Repurchase Intention ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Online Consumers ◽  
The Impact

<p class="Default"><em><em><span>Artificial Intelligence (AI), applied in many fields, is the core of the fourth technological revolution. In business, AI is used for customer relationship management as applied in the autoresponder systems, i.e., chatbot. Chatbots were an essential tool in the marketing relationship as many companies applied this function to their website; hence, this study analyzed the influence of chatbots on the enterprise's integrated marketing communication (IMC) activities, resulting in impulse purchase behavior and repurchase intention behavior. The mixed research method was used, particularly the in-depth interview and the survey with 886 online consumers, who shop from the online websites with chatbots system in Vietnam as Tiki, Lazada, Sendo, excetera. The research results showed that the perceived usefulness and ease of use of chatbots have positively affected the attitude of online consumers to the IMC activities of businesses. Simultaneously, IMC leads to impulse buying as well as the repurchase intention behavior of customers. The study proposed some managerial implications for an online business to enhance the chatbot functions to consumer behaviors in the website.</span></em>  </em></p>

scholarly journals Pengaruh Tayangan Drama Korea True Beauty Terhadap Minat Beli Produk K-Beauty

2021 ◽  
Vol 9 (2) ◽  
pp. 505-515
Author(s):  
Riahta Octaviani ◽  
Zainal Abidin ◽  
Flori Mardiana Lubis
Keyword(s):  
Data Collection ◽  
Quantitative Method ◽  
Communication Theory ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Literature Study ◽  
The Impact ◽  
Beauty Products

This research is motivated by the writer interest in Korean drama shows. So finally doing research to see the impact on one of the communities in Cikarang, namely the TnT Label Community, which is basically a K-pop dance cover community. So the purpose of this study is to find out whether there is an effect of the drama True Beauty on buying interest in K-Beauty products in the TnT Label dance cover community. This research was conducted with a quantitative method using an explanatory survey. The purpose of this study was to find out how the influence of Korean drama True Beauty on buying interest in K-Beauty products. The theory used in this research is IMC (Integrated Marketing Communication) Theory. The population in this study were all members of the TnT Label Community in Cikarang. Data collection was obtained through the distribution of questionnaires and literature study.

scholarly journals THE IMPACT OF FINANCIAL INTEGRATION IN THE IMC MODEL ON BUSINESS PERFORMANCE: EVIDENCE FROM SAUDI ARABIA

2020 ◽  
pp. 10-19
Author(s):  
Dr. Majed A. Al Abdulkareem ◽  
Prof. Iyad A. Al Nsour
Keyword(s):  
Saudi Arabia ◽  
Competitive Advantage ◽  
Business Performance ◽  
Financial Integration ◽  
Organizational Factors ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Impact

This study aims to determine the effect of financial integration in the integrated marketing communication model on the business performance measured by the competitive advantage as well as investigating the statistical differences in the research variables according to some organizational factors. The study population consists of two parts, the first represents the service organizations in Saudi Arabia reach 206 in 2019, and the second is the regular customers of surveyed organizations in Riyadh city reach 8 million in 2019. The full survey and the purposive proportional sampling techniques are used respectively. The response rate of surveyed organizations reach 64.5% of total organizations, while the sample size of customers is 1500 and 97.5% of total distributed questionnaires are returned. The descriptive methodology is used and the questionnaire is the research tool to collect the primary data. The study concludes that there is a statistically significant effect of the financial integration in the IMC model on the business performance. The study concludes that there are a significant statistical differences in the financial integration according top the type of company and these difference to the listed companies in the stock market. Finally, the study suggests some recommendations that enhance the financial integration in the IMC model in such surveyed organizations particularly and the Saudi organizations in general. KEY WORDS: Integrated Marketing Communication, Financial Integration, Financial Coordination, Business Performance, Competitive Advantage, Service Sector, KSA.

Factors Affecting Digital Visibility of Small and Medium Enterprises in India

2021 ◽  
pp. 097226292110605
Author(s):  
Mudita Sinha ◽  
Leena Fukey
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Empirical Method ◽  
Customer Relationship ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Digital Platforms ◽  
Factors Affecting ◽  
Medium Enterprises

This study sketches the importance of social media, integrated marketing communication, social customer relationship management and its transformation in the small and medium enterprises (SME). These factors can increase interaction and communication of SMEs with its customers. This study incorporates empirical method to elaborate how SMEs can increase visibility and reachability by gaining value through the usage of social media. Findings of the study highlight the challenges faced by SMEs with respect to visibility, examines the usage of different digital platforms by Indian SMEs which can resolve these difficulties and its impact on the business for improved visibility of SMEs when competition is hitting hard on all businesses.

The Impact of Digital Technologies on Marketing and Communication in the Tourism Industry

2021 ◽  
pp. 255-267
Author(s):  
Albérico Travassos Rosário ◽  
Ricardo Gomes Raimundo ◽  
Rui Cruz
Keyword(s):  
Digital Technologies ◽  
Tourism Industry ◽  
Mobile Marketing ◽  
Marketing Communication ◽  
Competitive Advantages ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Information And Communication ◽  
The One ◽  
The Impact

The growing openness between regions accompanied by the rising of the tourism industry enhances its importance and the ensuing search for competitive advantages in terms of communication, marketing, and technology. It, therefore, gave rise to the concept of integrated marketing communication (IMC) that together with information and communication technology (ICT) could highlight tourist experiences. This literature review (LR) attempts to unveil how digital technologies determine marketing and communication in the tourism industry and, conversely, what industry areas should be targeted by those digital technologies. The study employs a scoping review approach based on a search of literature through the SCOPUS database. Ten articles were selected. On the one hand, this LR concludes that digital technologies are filling the gap concerning the needs of tourists through, for instance, mobile marketing. On the other hand, it discloses that digital technologies are essential for the tourism industry as it improves marketing communication by diverse means.

scholarly journals Integrated Marketing Communication and Its Impact on Consumer Behavior

2018 ◽  
Vol 13 (2) ◽  
pp. 92-102 ◽  
Author(s):  
Oana Duralia
Keyword(s):  
Secondary Data ◽  
Business Success ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Visible Part ◽  
Fierce Competition ◽  
False News ◽  
Media Channels ◽  
The Impact

AbstractIn the current economic context, characterized by extremely fierce competition directed at winning or retaining various consumer segments, as well as by an unprecedented technological boom, the marketers’ effort towards implementing new ways of communicating and bidding remains the only way to business success. Considered to be the most visible part of the marketing activity, integrated marketing communication tends to capture the attention of both providers and buyers especially, who need information from various sources to inform their purchasing decisions. Thus, the present paper aims to highlight the main tools which the specialists use in integrated marketing communication in their attempt to establish a permanent and efficient contact with both potential consumers and with actual consumers, as well as an analysis of secondary data sources regarding the impact false news broadcast through various media channels have on consumer perceptions.

scholarly journals Integrated Marketing Communication and Customer Satisfaction as a function of Customer Loyalty with the Moderating role of Product Innovation Moderation

2021 ◽  
Vol 3 (2) ◽  
pp. 133-148
Author(s):  
Muhammad Adnan ◽  
Ather Ummad Khan ◽  
Raisham Hayee
Keyword(s):  
Customer Loyalty ◽  
Product Innovation ◽  
Innovative Technology ◽  
Future Research ◽  
Sample Population ◽  
Analysis Tool ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Impact

Purpose: The basic aim of the current study is to investigate the impact of integrated marketing communication on customer loyalty especially in the individuals living in South Punjab, Pakistan. Design/Methodology/Approach: The paper focuses on a survey with a 7.0-point Likert Scale questionnaire using 55 items including all variables and constructs. The sample population was used from South Punjab, Pakistan comprising of individuals living in this area. PLS-SEM was used as an analysis tool for this quantitative data. Findings: The primary finding of the study is to use the innovative technology so as to provide the new and unique features within brands so as to enhance the loyalty within customers. Implications/Originality/Value: The study uses a single moderator and mediator which restricts the study to this domain only. Future research may use some other variables like brand trust and brand commitment as moderator and/or mediator to extend this current study. Moreover, future research may use longitudinal approach to avoid any data bias. The researchers focus on the technological advancement for product innovations so as to satisfy the needs and wants of customer which consequently leads to increase the customer loyalty towards the brands.  This study is novel in its nature as it discusses the relationship between IMC and Customer loyalty with the moderating effect of Product Innovation. The paper provides an illusion to the fact that the employees require the new and innovative brands which forces the companies to augment not only the features of their brands but the communication campaign as well

scholarly journals Impact of Advertising on Consumer Purchase Decision in Sudan

2020 ◽  
Vol 15 (2) ◽  
pp. 2225-2233
Author(s):  
Mujahid Adam Ismail Ibrahim
Keyword(s):  
Strong Positive Correlation ◽  
Purchase Decisions ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Purchasing Decisions ◽  
Integrated Marketing Communication ◽  
Study Find ◽  
The Media ◽  
Buying Behaviour ◽  
The Impact

Advertisements are a tool of communication used in the marketing and promotion of a product or service by the brand. It promotes an integrated marketing communication which emotionally motivates the consumers to make purchases. The advertisement has a strong linkage with the proliferation of the media and the entertainment industry. This research aimed to investigate the impact of advertisements on consumer purchase decisions. The research methodology adopted a primary research design with a quantitative and qualitative approach. Five hundred questionnaires were distributed and 466 questionnaires were collected and included in the study. As per the statistical analysis, a strong positive correlation has been found between advertisement and consumers purchasing decisions.  The investigation of this study indicate that consumers consider TV as the most effective tool for the promotion of certain brand products or services. Also, study find that, Purchase decisions were also affected by the seller’s way of showing the product or the method of advertisement. Therefore, there are chances for those interested in the marketing domain to benefit from the findings of this research and may use them to analyse what aspects of advertisements change the buying behaviour and purchasing decisions of consumers.

Integrated Marketing Communication in Government Programmes: A Look at Rural Development Programmes in India

Metamorphosis ◽  
2014 ◽  
Vol 13 (1) ◽  
pp. 1-15
Author(s):  
Abhishek Nirjar ◽  
Manaswini Acharya ◽  
Dhirendra Ojha
Keyword(s):  
Public Relations ◽  
Rural Development ◽  
Rural Areas ◽  
Vital Role ◽  
Customer Relationship ◽  
Communication Process ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Government

Governments of any country, province or state propagate information about their various development programmes and activities of the government through a variety of media. The effectiveness of communication is critical as it determines the success of such government programmes. This also plays a vital role in building a strong and lasting government-citizen relationship. Integrated Marketing Communication (IMC) involves an optimum utilisation of activities such as advertising, public relations, sponsorship of events and exhibitions in a synergistic manner to build a durable customer relationship. In India, both central and state governments operate programmes for the development of urban and rural areas. This research aims at investigating the nature and extent to which IMC is utilised for (i) promoting rural development programmes in the northern state of UP; and (ii) fostering government-citizen relationship. The perception of customers (citizens) was captured through a survey and the government view was captured through interaction with officials. Research reveals that the government employs multiple media for informing and communicating about the self-employment generation schemes to the rural population. There are complementarities in the messages that are propagated but they lack in consistency. Integration of customers in the communication process and strategies may remove such inconsistencies, which is the suggestion the research has come out with.

Sign in / Sign up

Export Citation Format

Share Document