scholarly journals INTEGRATING SOCIAL MEDIA AND DIGITAL MEDIA AS NEW ELEMENTS OF INTEGRATED MARKETING COMMUNICATION FOR CREATING BRAND EQUITY

2020 ◽  
Vol 11 (10) ◽  
pp. 52-64
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Brand Equity ◽  
Sampling Technique ◽  
Tourism Industry ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Hospitality And Tourism Industry ◽  
The Given

Communication with target prospects results in a cost to the company. In this highly competitive environment, all marketers work on cutting cost. They try to allocate their marketing budget very carefully to create brand equity and achieve their marketing objective within the given budget. The selection of integrated marketing communication tools has become a problematic task for marketers. This paper provides how the integration of digital and social media within integrated marketing communication helps to create brand equity of the hospitality and tourism industry in India. This paper also examines the effectiveness of each IMC tool to create brand equity. The nonprobability convenience sampling technique was used to gather opinions from 512 tourists of Himachal Pradesh state of India. The findings reveal that both social media and digital media are more effective than traditional IMC tools. The study also found that the efficiency of Modern IMC tools is better than traditional IMC tools. Smart PLS-SEM 3.0 software has been used to scrutinise data and validate the conceptual framework.

scholarly journals Communication Strategy In Agrotourism In Curup Village Rejang Lebong Regency Bengkulu

2018 ◽  
pp. 39-45
Author(s):  
Yuliati Yuliati
Keyword(s):  
Social Media ◽  
Sampling Technique ◽  
Study Data ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Literature Study ◽  
Qualitative Descriptive ◽  
Data Validity

The purpose of this study was to determine the marketing strategy of agrotourism marketing, in the Curup village of Rejang Lebong Regency, Bengkulu, by using the concept of integrated marketing communication. Rejang Lebong Regency, Bengkulu, in the last two years, many new tourist spots have emerged with the concept of agrotourism whose management is still individual. The study was conducted using a qualitative descriptive approach. The informant selection uses purposive sampling technique. The data conclusion technique used is observation, interviews, and literature study. Data validity test used is source triangulation. The results of this study are that from the general condition of tourism in Rejang Lebong Regency has experienced development every year. Agrotourism potential in this area is very potential to be developed. The marketing communication strategy that has been carried out by agrotourism in the Rejang Lebong Regency of Bengkulu is by utilizing social media Facebook as a form of promotional activities. Facebook is a owned media, which is social media that is managed by agrotourism managers in the form of status posts, photos, videos, visitor testimonials and live broadcasts. But in Facebook management it is still not maximal, sometimes in a few months no information is posted on its Facebook status. This is because the management of agrotourism is still an individual, a family business and that manages only the owner, there are no employee..

scholarly journals PENGARUH KOMUNIKASI PEMASARAN TERPADU DAN EKUITAS MEREK TERHADAP LOYALITAS KONSUMEN PADA CV. LARIS MOTOR CABANG AIR HAJI

2019 ◽  
Author(s):  
Helmi Indra Pranata ◽  
Riri Mayliza
Keyword(s):  
Brand Equity ◽  
Sampling Method ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Multiple Linear Regression Analysis ◽  
Marketing Communication ◽  
Consumer Loyalty ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Analysis Techniques

This study aims to determine the effect of Integrated Marketing Communication and Brand Equity on Consumer Loyalty on CV. Motorcycle Selling Air Haji Branch. The variables in this study are Integrated Marketing Communication (X1), Brand Equity (X2) and Consumer Loyalty (Y). 78 respondents were used, the sampling technique used was purposive sampling method. Data collection used questionnaires, while data analysis techniques were carried out using multiple linear regression analysis. The results showed that the integrated marketing communication variables had a positive and significant effect (0.047 <0.05) on consumer loyalty decisions. Brand equity variables have a positive and significant effect on consumer loyalty (0.003 <0.05). It is expected that the next researcher will be able to use research as a reference which will provide a comparison in conducting further research and beneficial for companies.

scholarly journals The Impact of E-Integrated Marketing Communication (E-IMC) on Brand Equity for New College

2021 ◽  
Vol 6 (1) ◽  
pp. 52-58
Author(s):  
Fardiansyah - Fardiansyah ◽  
Salya Rater ◽  
D.S Putra
Keyword(s):  
Brand Equity ◽  
Sampling Technique ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Snowball Sampling ◽  
Integrated Marketing Communication ◽  
Tertiary Institutions ◽  
Quantitative Studies ◽  
Data Collection Technique ◽  
The Impact

This research discusses the impact of the application of E-Integrated Marketing Communication (E-IMC) applied to new universities. This qualitative research refers to the theoretical reference written by John W. Creswell. The sample was determined using the snowball sampling technique and the data collection technique was carried out by in-depth interviews (in-depth interview) and documentation. This study aims to describe the impact of the application of integrated marketing communications applied by polytechnic universities. The findings indicate that user experience affects the E-IMC typology used. E-IMC affects brand equity in higher education. Further research can avail a research model and test the model with quantitative studies with the addition of demographic factors. Because the object of this research is a new polytechnic type of university, the different types of tertiary institutions can also be an additional variable to be studied further.

Exploring the integration of social media within integrated marketing communication frameworks

2016 ◽  
Vol 34 (1) ◽  
pp. 19-40 ◽  
Author(s):  
Michael John Valos ◽  
Fatemeh Haji Habibi ◽  
Riza Casidy ◽  
Carl Barrie Driesener ◽  
Vanya Louise Maplestone
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Information Seeking ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Content Type ◽  
Service Channel ◽  
Senior Services ◽  
The Impact

Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales. Design/methodology/approach – Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement. Findings – The findings revealed that the unique characteristics of SM (such as interactivity and individualisation, integration of communication and distribution channels, immediacy and information collection) impact traditional marketing communications frameworks. These impacts manifested in 12 modifications specific to services and SM to traditional generic IMC frameworks encompassed by the themes of reach, service channel, word-of-mouth advocacy, consumer generated messages, listening and behavioural measurement. Practical implications – The rapidly evolving nature of SM means senior services marketers need to educate organisational stakeholders regarding implementation issues, which may be a barrier to effective integration of SM within marketing communications. Originality/value – With digital marketing communications budgets reaching 30 per cent within some organisations, it is timely to put forward a marketing communication decision-making framework that first incorporates SM and second is suitable for services marketers.

scholarly journals PENGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP BRAND EQUITY PERBANKAN SYARIAH DI KOTA MALANG

El Dinar ◽  
2014 ◽  
Vol 1 (02) ◽  
Author(s):  
Yayuk Sri Rahayu
Keyword(s):  
Brand Equity ◽  
Sampling Method ◽  
Public Relation ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication

<p>This research aimed to know the influence of integrated marketing communication to brand equity of sharia banking at Malang simoultaneusly and partially. Used 102 respondents with accidental sampling method and data was analized by multiple linier regression. The result shows, first, integrated marketing communication influenced simoultaneusly to brand equity of sharia banking at Malang. Second, only one variable that influenced partially to brand equity of sharia banking at Malang, the variable is public relation. So there is not dominant variable.</p> <p> </p>

scholarly journals KOMUNIKASI PEMASARAN TERPADU DAN EKUITAS MEREK ALFAMART

2016 ◽  
Vol 1 (1) ◽  
pp. 27
Author(s):  
Jehuda Ghrahito Hutomo Krussell ◽  
Eristia Lidia Paramita
Keyword(s):  
Data Analysis ◽  
Brand Equity ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Interactive Marketing ◽  
Retail Business

In past few years, retail business has significantly improved. Company needs marketing strategy to raise their competitiveness and make a good brand equity. One of these strategy that can be used is Integrated Marketing Communication. This study aimed to examine the influence of integrated marketing communication toward brand equity. This study was a quantitative study. The sample of 150 respondents were taken by using purposive sampling. The data analysis used multiple linear regression. These findings showed that dimension of integrated marketing communication consists of Advertising, Sales Promotion, Personal Selling, Public Relation, Direct Marketing, Interactive Marketing, and Corporate Design together influence Alfamart Brand Equity. While partially, only Sales Promotion, Personal Selling, and Corporate Design has significantly influence Alfamart Brand Equity

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 Strategic Planning Process of Social Media Advertising in the Context of Integrated Marketing Communication

2015 ◽  
pp. 148-159
Author(s):  
Füsun Topsümer ◽  
Dincer Yarkin
Keyword(s):  
Social Media ◽  
Mass Media ◽  
Planning Process ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Internet Users ◽  
Social Media Advertising ◽  
Definition Of ◽  
The Right

With the rising number of Internet users and social media platforms, advertising found new source for flourishing. However, social media advertising contains different characteristics compared with conventional or mass media advertising. Social media advertising can provide peer-to-peer communication (instead of one-way communication as in mass media advertising). In the definition of advertising, we see that it is required to pay something for taking place in mass media, but in social media advertising, commonly there is no need for payment, if the right social networks are chosen. This chapter aims to evaluate the process of advertising planning in social media in the context of integrated marketing communication. This chapter contains detailed steps of advertising planning process in social media and comparison between planning process of mass media advertising.

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.

Some Aspects of Integrated Marketing Communication in Building Brand Equity

2013 ◽  
Vol 64 (2) ◽  
Author(s):  
Reza Safarinejad Fard ◽  
Abu Bakar Abdul Hamid ◽  
Rozita Saadatmand
Keyword(s):  
Brand Equity ◽  
Competitive Market ◽  
Marketing Communication ◽  
Price Promotion ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Product Price ◽  
Brand Communication ◽  
To Receive

Integrated marketing communication (IMC) has become generally accepted, has outspread various levels within the firms, and has become an impartible component of brand. In the competitive market in 21 century, archive to a systematic brand communication is the way to moving forward and increase the performance of the firms. Marketing communication has important role to building and maintaining the shareholders communications and affect them on the terms of brand equity. For the integrated marketing communication we can mention to brands as central IMC.  Marketing communication recognizes as voice of the brand and it is a way for any organization to make contact with consumers to introduce their product.  For developing the brand equity the best way is marketing communication, more ever marketing communication help to the firms to receive the desirable responds from consumers. However, many factors have influence on brand equity such as, product, price, promotion and sale, but in this paper we considering the effect of IMC on brand equity. In this paper we provided a discussion about the positive linkage between IMC and brand equity. In this paper according to impact of IMC on brand equity, we provide the details of the role of IMC in building and maintaining strong brand equity.

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