scholarly journals ANALISIS PERKEMBANGAN PENELITIAN KOMUNIKASI PEMASARAN DAN KONTEN DIGITAL

DIALEKTIKA ◽  
2019 ◽  
Vol 6 (2) ◽  
pp. 118-134
Author(s):  
Heni Indrayani ◽  
Swita Amalia Hapsari ◽  
Hanif Wahyu Cahyaningtyas ◽  
Rifqi Hindami
Keyword(s):  
Marketing Communications ◽  
Digital Content ◽  
Communication Studies ◽  
Marketing Communication ◽  
Communication Research ◽  
Research Topics ◽  
Study Program ◽  
Final Project ◽  
Media Platform ◽  
Bibliometric Approach

Students try to communicate scientifically through information written in their final project in the form of a Thesis. In the distribution of research topics in the Communication Studies program at Dian Nuswantoro University, most discussed digital content and marketing communication. Therefore, the purpose of this research is to analyze the development of digital content research and marketing communications. The method used is a descriptive quantitative method with a bibliometric approach from 21 thesis of Communication Studies Program students from August 2017 to March 2019. The results showed that the study of Communication Studies Program Students at Dian Nuswantoro University was the most adalagh of analyzing digital content and marketing communications. This is in accordance with specialization in the study program. Digital content both online media, social media and Youtube are discussed in terms of strategy and media platform content. Meanwhile, marketing communication research discusses the strategy side and impact of marketing communication.

Semiotics and Sport Communication Research: Theoretical and Methodological Considerations

2015 ◽  
Vol 5 (3) ◽  
pp. 374-395
Author(s):  
Jung Woo Lee
Keyword(s):  
Meaning Making ◽  
Research Tool ◽  
Communication Studies ◽  
Marketing Communication ◽  
Communication Research ◽  
Theoretical Orientations ◽  
Sport Communication ◽  
Communication Campaign ◽  
Methodological Considerations

This article offers a discussion on the application of semiotics to sport and communication studies. It considers the theoretical orientations of semiotics and the key analytical foci to which semiotic research pays attention. Initially, this article reviews a linguistic theory of structuralism and poststructuralism. It also contemplates three paired concepts within the semiotic discipline that are particularly relevant to sport communication research. These include (1) the notion of denotation and connotation, (2) metaphoric and metonymic signs, and (3) syntagmatic and paradigmatic relations. This article also considers Derrida’s notions of différance and deconstruction. In addition, this article presents a case study of analysing the content of the Procter and Gamble Company’s marketing communication campaign associated with the Olympics in order to show how the conceptual tools of semiotics can be used for sport and communication studies. This case study indicates that the Olympic sponsor’s commercial messages naturalise the gender order underpinned by the notion of hegemonic masculinity. This work concludes that while semiotics is, by no means, a research tool without limitations, it can be a useful interpretative method for analysing meaning-making processes in sport communication and for identifying underlying ideological assumptions embedded in sport as a cultural text.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

DETERMINAN NILAI PELANGGAN & IMPLIKASINYA TERHADAP LOYALITAS KONSUMEN DI BANK SYARIAH WILAYAH DKI JAKARTA

2019 ◽  
Vol 3 (2) ◽  
pp. 144-165
Author(s):  
Hanan Wihasto
Keyword(s):  
Product Quality ◽  
Customer Value ◽  
Distribution Channels ◽  
Marketing Communications ◽  
Survey Method ◽  
Marketing Communication ◽  
Consumer Loyalty ◽  
Significant Positive Effect ◽  
Dominant Contribution ◽  
Positive Effect

The purpose of this study was to determine and analyze the effect of Marketing Communications on Customer Value. To know and analyze the influence of product quality on Customer Value. To know and analyze the influence of Distribution Channels for Customer Value. To know and analyze the effect of Marketing Communications, Product Quality and Distribution Channels together on Customer Value. To know and analyze the impact of the Consumer LoyaltyMarketing Communications. To know and analyze the influence of product quality on Consumer Loyalty. To know and analyze the influence of Distribution Channels for Consumer Loyalty. To know and analyze the effect on the Customer Value Customer Loyalty. To know and analyze the effect of Marketing Communications, Product Quality, Distribution Channels andCustomer Value jointly against Consumer Loyalty. The method used is survey method descriptive and explanatory survey with asample size of 435 respondents, as well as data analysis method used is SEM (Structural Equation Modelling) with LISREL 8.80. Based on the results of the study, then obtained the following findings: Marketing Communications positive and significant impact on Customer Value. Product quality and significant positive effect on Customer Value. Distribution Channels positive and significant impact on Customer Value. Marketing Communication, Product Quality and Distribution Channels simultaneously positive and significant impact on Customer Value. Partially Marketing Communications dominant contribution in influencing the Customer Value. Marketing Communications positive and significant impact on consumer loyalty. Product quality and significant positive effect on consumer loyalty. Distribution Channels positive and significant impact on consumer loyalty. Customer Value positive and significant impact on consumer loyalty. Marketing Communication, Product Quality, Distribution Channels and Customer Value simultaneously positive and significant impact on consumer loyalty. Partially Marketing Communications dominant contribution in influencing consumer loyalty.  

scholarly journals AKTIVITAS INTEGRATED MARKETING COMMUNICATION PT BLUE BIRD TBK DALAM MEMPERKENALKAN APLIKASI MY BLUEBIRD 5 DI MASA PANDEMI COVID-19

2021 ◽  
Vol 1 (1) ◽  
pp. 17
Author(s):  
Wulan Muhariani
Keyword(s):  
Public Relations ◽  
Media Coverage ◽  
Direct Marketing ◽  
Secondary Data ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Public

ABSTRACTSomething new from the company, whether it is innovations, policies and the latest achievements from the company, should ideally be communicated and marketed to the public under any circumstances, including during a pandemic. At this time, all companies are challenged to market their products and services, a special strategy is needed to achieve the company's goals. For this reason, this study aims to analyze the implementation of Integrated Marketing Communication (IMC) activities carried out by PT Blue Bird Tbk in introducing the company's latest innovation, namely the My Bluebird 5 application during the COVID-19 pandemic. This research was conducted qualitatively with a case study method and data collection was divided into two, namely primary through interviews and observations; as well as secondary data through literature studies and media coverage results. The conclusion of this research is that PT Blue Bird Tbk has implemented an integrated marketing communication concept to introduce the My Blue Bird 5 application in the midst of a pandemic through various tactics such as from advertising, public relations, internet marketing, sales promotion and direct marketing activities.Keywords: Marketing Communications, Integrated Marketing Communication, Pandemic  ABSTRAKSesuatu yang baru dari perusahaan, entah itu inovasi, kebijakan dan pencapaian terbaru dari perusahaan, idealnya harus dikomunikasikan dan dipasarkan kepada masyarakat dalam kondisi apapun, termasuk di masa pandemi. Pada masa ini, semua perusahaan mendapat tantangan untuk memasarkan produk dan jasanya, dibutuhkan strategi khusus agar tujuan perusahaan tercapai. Untuk itu penelitian ini bertujuan menganalisis penerapan aktivitas Integrated Marketing Communication (IMC) yang dilakukan oleh PT Blue Bird Tbk dalam memperkenalkan inovasi terbaru perusahaan, yaitu aplikasi My Bluebird 5 di masa pandemi COVID-19. Penelitian ini dijalankan secara kualitatif dengan metode studi kasus dan pengumpulan data terbagi menjadi dua yaitu primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka dan hasil liputan media. Kesimpulan dari penelitian ini adalah PT Blue Bird Tbk telah menerapkan konsep komunikasi pemasasaran terpadu untuk memperkenalkan aplikasi My Bluebird 5 di tengah masa pandemi melalui berbagai macam taktik mulai dari kegiatan periklanan, public relations, pemasaran internet, promosi penjualan dan pemasaran langsung.Kata Kunci: Marketing Communications, Integrated Marketing Communication, Pandemi

scholarly journals Information Technology, Marketing Database and the Process of Integrated Marketing Communications (IMC): A Resource-Capability Nexus

2018 ◽  
Vol 6 (4) ◽  
Author(s):  
Ayaz Ahmad ◽  
Salniza Md. Salleh ◽  
Selvan a/l Perumal
Keyword(s):  
Information Technology ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
The Past ◽  
Technology Marketing ◽  
Industry Professionals ◽  
Research Avenue

This study aims at identifying and conceptually linking Information Technology, Marketing Database and the IMC process in a resource paradigm. It also conceptually posits the mediated role of Marketing Database to further transmit the absorbed effect to the IMC process. Review of the past studies has been done to conceptually connect these resources and/or capabilities. This paper establishes different relationships to be further tested empirically for both the academia and industry professionals. The main contribution is to conceptually theorize all the three concept and linking them conceivably that were either missing or vague in the marketing communication literature. Further, it also provides a research avenue to seek the complementarity of such resources by utilizing the extended RBV theory. The theoretical framework proposed is based on past literature from the RBV and marketing communications literature positing some new structural paths beside certain previous linkage (s) if any.

scholarly journals PENELUSURAN REFERENSI BERBASIS DIGITAL SEBAGAI PENINGKATAN SOFT SKILL MAHASISWA DALAM MENYELESAIKAN TUGAS AKHIR

2020 ◽  
Vol 3 (2) ◽  
pp. 151
Author(s):  
Syaharuddin Syaharuddin ◽  
Habib Ratu Perwira Negara ◽  
Malik Ibrahim ◽  
Vera Mandailina ◽  
Dewi Pramita ◽  
...  
Keyword(s):  
Final Stage ◽  
Soft Skills ◽  
Likert Scale ◽  
Statistical Test ◽  
Relevant Research ◽  
Research Topics ◽  
Soft Skill ◽  
Research Results ◽  
Final Project ◽  
Ideal Method

ABSTRAKTujuan dilaksanakan kegiatan ini yakni untuk meningkatkan soft skill mahasiswa dalam (1) menentukan topik penelitian yang akan diajukan sebagi tugas akhir (skripsi), (2) mempermudah mahasiswa dalam menelusuri hasil penelitian relevan yang mendukung penelitiannya, (3) menghindari kegiatan plagiasi selama penyusunan hasil penelitian, dan (4) memudahkan mahasiswa dalam menulis rujukan dan menyusun daftar pustaka. Kegiatan ini diikuti sebanyak 80 mahasiswa semester akhir. Workshop merupakan metode yang ideal dilakukan oleh tim abdimas sehingga berjalan dengan lancar. Pada tahap akhir, peserta mengisi angket Skala Likert dengan 4 option untuk mengukur pemahaman dan kemampuan mahasiswa selama workshop berlangsung. Hasil angket menunjukkan sebanyak 91,27% mahasiswa sudah paham terhadap strategi penyusunan dan menyelesiakan tugas akhir, sedangkan sisanya sebesar 8,73% belum paham pada bagian menentukan uji statistik yang digunakan untuk menjawab hipotesis penelitian. Kata kunci: soft skill mahasiswa; referensi berbasis digital; penyusunan skripsi. ABSTRACTThe purpose of this activity is to improve student soft skills in (1) determining research topics to be submitted as a final project (thesis), (2) making it easier for students to trace relevant research results that support their research, (3) avoiding plagiarism activities during the preparation of results research, and (4) make it easier for students to write references and compile bibliography. This activity was attended by 80 final semester students. The workshop is an ideal method carried out by the Abdimas team so that it runs smoothly. In the final stage, participants filled out a Likert Scale questionnaire with four options to measure students' understanding and ability during the workshop. The results of the questionnaire showed as much as 91.27% of students had understood the strategy of preparing and completing the final project, while the remaining 8.73% did not understand the part of determining the statistical test used to answer the research hypothesis. Keywords: student soft skills; digital based reference; thesis compilation.

scholarly journals PEMBERDAYAAN PAGUYUBAN BATIK PENDOPO DESA JARUM BERBASIS KOMUNIKASI PEMASARAN VIRTUAL DI ERA PANDEMI COVID-19

Dharma LPPM ◽  
2021 ◽  
Vol 2 (2) ◽  
Author(s):  
Puji Lestari ◽  
Titik Kusumantini ◽  
Elisabet Isyana Rahayu ◽  
Devi Wening Astari ◽  
Muhammad Irfan
Keyword(s):  
Word Of Mouth ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Community Members ◽  
Very High ◽  
Made In

Virtual marketing communication is still something new for the Paguyuban Batik Pendopo Desa Jarum. Marketing is usually done only through word of mouth and occurs offline. However, due to the COVID-19 pandemic, tourist visits to Jarum Village have greatly decreased. Virtual-based marketing communications are needed to survive in this uncertain situation. With an association that accommodates UMKM, the potential to switch from conventional marketing communications to virtual marketing communications is very high. This service stage starts from discussions with community members of Paguyuban Batik Pendopo Desa Jarum, understanding community members about the importance of virtual marketing communication, assistance in making profile videos, assistance in making websites and blogs, and assistance in creating e-commerce accounts. The contribution made in this service is the assistance of the Paguyuban Batik Pendopo Desa Jarum in virtual marketing communications, especially in the era of the COVID-19 Pandemic.

scholarly journals Towards strategic integration in marketing communications in a decentralised organisational structure

2020 ◽  
Author(s):  
◽  
Enno Frehse
Keyword(s):  
Conceptual Model ◽  
Business Strategy ◽  
Corporate Strategy ◽  
Marketing Communications ◽  
Successful Implementation ◽  
Marketing Communication ◽  
Organisational Structure ◽  
Strategic Integration ◽  
Guiding Principles ◽  
Successful Integration

The concept of integrated marketing communications (IMC) was developed in the early 1990s and has gained significant interest from academics and practitioners alike. Although the concept is widely known for its theme of achieving consistency in messages sent, integration of marketing communications with corporate strategy is arguably the defining construct of IMC. In contrast to the attention the concept of IMC has achieved, integration of marketing communications with corporate strategy is rarely achieved. Correspondingly, there is a gap in understanding why such successful integration remains scarce. In order to support closure of this knowledge gap, the aim of this research is to support the successful implementation of IMC at a strategic level through the development of a conceptual model that is capable of helping to overcome barriers to successful integration. The objectives of the study are therefore to explore how decisions about marketing communication activities are taken and how customer knowledge generated through marketing communication activities is used to inform business strategy decisions. The knowledge needed to fulfil the research aim was generated from a case study setting of a global company, operating a decentralised organisational structure in the healthcare industry. The resulting research findings were grouped into three thematic areas which are termed efficiency, consistency, and relationship. These thematic areas, if unmanaged, may inhibit company-wide alignment of marketing communications activities with business strategy. This thesis contributes towards facilitating integration of marketing communications with strategy by providing a conceptual model which is termed ‘integration areas’. This model is based on the idea of using guiding principles for aligning marketing communication activities throughout a company. The integration area concept helps in the development of these guiding principles by providing thematic areas which should be considered in the course of this development so that integration of marketing communication activities with business strategy is achieved. Such support for guiding principles development for the purpose of achieving strategic integration of marketing communication activities has not yet been provided.

How do internet memes affect brand image?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hsuju Teng ◽  
Chi-Feng Lo ◽  
Hsin-Hui Lee
Keyword(s):  
Peer Review ◽  
Brand Image ◽  
Online Marketing ◽  
Marketing Communication ◽  
Communication Research ◽  
Transmission Characteristics ◽  
Content Type ◽  
Study Results ◽  
Symbolic Value ◽  
Current Paradigm

PurposeThis study aims to investigate how Internet memes affect brand image.Design/methodology/approachThe authors first used the Delphi method to refine Internet memes' constructs and dimensions and developed a scale for Internet memes. Second, the authors used a questionnaire to collect data from 348 valid Internet consumers.FindingsThe authors proposed four significant characteristics of Internet memes: humour, high positive emotional intensity, brand interactions and prestige, and high spreadability to prompt consumers to remake, share and spread memes. The study results indicate that Internet memes positively influence the brand image. However, not all meme characteristics were correlated with the brand image; only brand prestige, interaction and humour enhanced brand image.Originality/valueFor scholars in online marketing communication research, this study shifts the current paradigm of brand-generated and customer-passive to user-generated and customer-active. It also addresses the importance of pandemic effects of Internet memes on brand image. To be specific, this study presents the important symbolic values that Internet memes need to include to affect consumers' behaviour in response to perceived brand image by applying both mind infection and symbolic value perspectives. Finally, this study redefines the dimensions and measurements of Internet memes to address the lack of consensus and concrete scales regarding meme transmission characteristics and extending into online marketing communication strategies.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-11-2019-0364

Social Media and Its Implications for Marketing Communications

2015 ◽  
pp. 252-270 ◽  
Author(s):  
Irina Yankova ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Customer Retention ◽  
Marketing Communications ◽  
Customer Engagement ◽  
Marketing Communication ◽  
Design And Implementation ◽  
Computer Mediated ◽  
Social Media Platforms ◽  
Way Of Thinking ◽  
The Uk

The field of marketing communications studies is often called on to close the gap between marketing and computer-mediated studies. This chapter engages with the concept of social media in the design and implementation of marketing communication programmes, particularly in the UK Fashion sector. The chapter goes on to conclude, rather sceptically, that understandings of the various nuances of social media platforms could engender effective customer retention programmes. It also offers a new way of thinking about customer engagement, incorporating social media platforms.

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