scholarly journals Wyzwania stosowania działań marketingowych poprzez media społecznościowe z perspektywy zintegrowanej komunikacji marketingowej

2021 ◽  
Vol 9 (2) ◽  
pp. 281-296
Author(s):  
Małgorzata Budzanowska-Drzewiecka
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Theoretical Discussion ◽  
Integrated Marketing ◽  
Ethical Challenges ◽  
Integrated Marketing Communication

The Challenges of Incorporating Social Media Marketing Within Integrated Marketing Communication The paper aims to systematise the modifications within the concept of integrated marketing com­munication, resulting from the usage of social media in the companies’ communication practic­es. Based on the literature review, the current challenges of integrating social media into market­ing communication were identified. They were structured into three groups of tactical, strategic and ethical challenges. These challenges are related to both, the practical issues of marketing communi­cation through the evolving social media and the theoretical discussion on the conceptual frame­work of integrated marketing communication.

scholarly journals PERAN MEDIA SOSIAL TERHADAP PENGEMBANGAN USAHA KECIL MENENGAH (UKM)

2019 ◽  
Vol 4 (2) ◽  
pp. 50-54
Author(s):  
Niki Puspitasari ◽  
Helmi Muhammad ◽  
Adita Nafisa
Keyword(s):  
Social Media ◽  
Online Discussion ◽  
Social Media Marketing ◽  
Personal Contact ◽  
Marketing Communication ◽  
Discussion Forums ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Business Decision ◽  
Online Discussion Forums

ABSTRACT Nowadays social media has become an effective marketing for communicating interactively with consumers. Even social media has an important role in integrated marketing communication (IMC). This study wants to know the implementation of social media and the benefits of social media to the development of UKM TARAJUNIK (Unique Knitting Bag). Some of the most tangible benefits of using social media are 1) as personal contact with consumers, 2) as a product gallery, 3) as a promotional media, and 4) as a basis for business decision making. In addition to these benefits, several other perceived benefits are conveying responses to consumers, customer surveys, online discussion forums, data collection on consumer needs, and others. Keywords: Social Media, Marketing, SMEs

scholarly journals The Role of Integrated Marketing Communications in Enhancement of SMEs Growth in South Africa

2015 ◽  
Vol 7 (2(J)) ◽  
pp. 139-144
Author(s):  
Lawrence Mpele LEKHANYA
Keyword(s):  
South Africa ◽  
Literature Review ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Tools ◽  
Starting Point ◽  
Communication Approach

The intention of this paper is to discover and empirically test the knowledge gap exist with regard to the role that integrated marketing communication (IMC) plays in the enhancement of SMEs growth. A quantitative approach is followed in this paper, with a questionnaire as the research instrument and questionnaire items established through a literature review. A sample of 374 SMEs owners/managers agreed to complete the questionnaire. In order to give a descriptive overview of variables relevant to the objectives of the study, a Cronbach test was performed. Certain ability in marketing communication by SMEs was evident from the sample. However, very few marketing communication tools are fully applied in order to enhance SMEs growth. A significant starting point, in attaching importance to the role of IMC enhancement of SMEs growth, is constituted by this paper’s sample, even though it is restrictively small. Practitioners may, from this paper, understand where intervention guidelines are needed, in order to improve an IMC plan needed for SMEs. Compared to previous research done on large company practices, this paper represents an original trial to empirically apply the marketing communication approach within SMEs.

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.

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 Relationship Between Integrated Marketing Communication and Brand Equity

2021 ◽  
Vol 5 (2) ◽  
Author(s):  
Nadia - Theodora
Keyword(s):  
Literature Review ◽  
Brand Equity ◽  
Direct Relationship ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Simultaneous Application ◽  
The Relationship

This study will try to explain the relationship between the application of integrated marketing communication (IMC) and its influence to the establishment and development of brand equity and also will look at the role of each element of integrated marketing communication to brand equity. This article uses the literature review method by summarizing the result of various credible studies that highlight the relationship between IMC and brand equity. The result shows that there is a direct relationship between the simultaneous application of all elements of IMC to the formation of brand equity. But partially each element of IMC has its own impact on the formation of brand equity, depending on the context of the company, region, time, and target consumers.Keywords : Integrated Marketing Communication, Brand, Brand Equity, IMC

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 Implementasi Digital Marketing PT. Taman Wisata Candi Selama Pandemik Covid-19

2021 ◽  
Vol 9 (1) ◽  
pp. 65-72
Author(s):  
Tsanaa Khenresta ◽  
Yonaz Salasa ◽  
Rani Chandra Oktaviani
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Virtual Tour ◽  
Alternative Tactic ◽  
Qualitative Descriptive

This study discusses how the implementation of the marketing communication strategy of PT.  TWC on social media during the Covid-19 pandemic.  This study aims to understand the marketing communication strategy of PT.  TWC on social media and understand the tactics and alternative promos of PT.  TWC during the Covid-19 pandemic.  The research was conducted in a qualitative descriptive manner by conducting interviews with internal informants, external informants, and expert informants.  In addition, literature review and observations were carried out. This study shows that there is a digitalization trend carried out by PT. TWC. In addition, PT.  TWC is also using virtual tours as an alternative tactic to its marketing communication strategy   Keywords: Covid-19 pandemic, social media, marketing communication strategy, virtual tour

scholarly journals #JustDoIt: Brand-to-Consumer Interaction via Twitter

2021 ◽  
Author(s):  
Jackie Xuan Au Duong
Keyword(s):  
Social Media ◽  
Marketing Communication ◽  
Social Business ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
User Interactions ◽  
Research Questions ◽  
Twitter Users ◽  
Promotional Message

Nike’s “Possibilities” campaign has become a prime example for social media adoption in marketing. In August 2013, Nike had asked its consumers to redefine “Just Do It” by taking to Twitter and sharing their athletic achievements under the #JustDoIt hashtag. The iconic slogan has since then evolved from a mere promotional message to a trending Twitter topic that continues to engage consumers today. By examining Nike’s #JustDoIt Twitter conversation, marketing professionals and scholars alike can develop a more informed understanding of how Twitter facilitates interaction between a brand and its consumers. The paper aims to explore how Twitter can be used to develop and maintain relationships between businesses and consumers by examining the interactions within Nike’s #JustDoIt conversation. Using Bakhtin’s (1981) notion of heteroglossia and Zappavigna’s (2011) interpretation of the imagined audience and ambient affiliation, this paper will conceptualize the interactions that took place and demonstrate their applications to the practice of social business (Rajagopal, 2013) and Integrated Marketing Communication (Kapoor, Jayasimha, and Sadh, 2013). The research questions are: (1) How does #JustDoIt facilitate interaction between Nike and its consumers? (2) What are Twitter users saying in Nike’s #JustDoIt conversation? (3) To what ends does #JustDoIt serve in Nike’s overall mission? Heteroglossia, the imagined audience, and ambient affiliation are all concepts that can be used to describe user interactions within Twitter hashtags. For businesses, these terms provide a framework for better understanding how branded content can reach audiences on Twitter, thus informing strategies that seek to engage consumers and spark conversations.

Sign in / Sign up

Export Citation Format

Share Document