Storytelling in business—How to increase customer engagement

Storytelling, as a marketing innovation, is the market communication tool that allows present the facts in a coherent and attractive way so as to stand out from the competition and more effectively influence the consumer’s imagination and engagement. It can be concluded that the history of storytelling itself dates back to the beginnings of mankind, when humans started to transfer knowledge from generation to generation. The chapter indicates that storytelling evokes emotions in customers, and these in turn affect commitment and action. The most important and primary elements of storytelling include superior message, conflict, characters (the archetypes) and plot. Each good story can be based on a few important points, which are well described by the concept proposed by American writer Joseph Campbell. In addition, the chapter also presents examples of sources of inspiration for storytelling. Among them, it is worth mentioning, for example: history of the company’s founder or president, the beginnings of the company, employees’ stories or milestones (successes or failures). The last part presents two case studies of the use of storytelling by enterprises. These are examples from the Polish market regarding the use of storytelling in employee recruitment and customer engagement.

Literature, Media and Market

Synopsis: Literature is the medicine for man and civilization for years. It attracts and affects the soul and mind. In modern times transformation of media makes a big difference in human approach. Though Communication is the primary aim of media, but it works like a window of conscience. In the age of globalization the media has a great influence on society. Though market is an economical concept but our daily life is bound to rely upon it. And now literature, media and market remain in an inter related manner. One affects the other two. This analysis tries to find out the inter relationship among literature, media and market. Keywords: Literature, Media, Market, Communication, Globalization, Literary Sensibility, Media ethics, Change in media approach

THE IMPACT OF PANDEMIC CORONA VIRUS ON COMMUNICATION IN TOURISM

Communication and information technologies have greatly influenced the changes of tourism as an activity, especially when it comes to distribution channels in tourism, achieving more accurate and closer communication with customers/tourists, easier access to information, which ultimately affected the creation of market competition with the focus on the tourist. Communication in the tourism industry is of universal importance if the goal is an adequate level of tourist satisfaction as well as competitiveness in the local and global market. Communication is not just promotional activity aimed at attracting tourists, but the totality of relationships that are realized before arrival, during staying and after the departure of tourists, and their quality determines the ratio of expected and achieved satisfaction of a service user. The aim of the research is to understand the different effects that communication (verbal and non-verbal) has in restrictive business conditions. In addition, the paper seeks to point out the practical aspects of the communication process of all participants, directly or indirectly, involved in the creation and provision of services in the tourism industry, with reference to the time of the pandemic.

Tickling tensions: Gazing into the parallax gap of the multicultural imaginary

This article explores why cultural branding – ideo-affective market communication addressing intense political tensions – paradoxically seems to lead to political inertia rather than political mobilization. I critically analyse advertising addressing political tensions related to race, ethnicity and immigration, but instead of only following the traced-out trajectory of postcolonial theory, I use the lens of Žižek’s radicalized Lacanian psychoanalysis and treat the therapeutic visuality in cultural branding as ideological fantasies of the market’s multicultural imaginary. Through critical visual methodologies, I situate four ‘multicultural’ commercials in their culture- and idea historical contexts, and juxtapose a postcolonial with a Žižekian reading for each of them. I come to argue that the market’s multicultural imaginary (unconsciously) serves important ideological functions in sustaining the political status quo not foremost because it placates anxiety, but because it doesn’t. Tapping into previous discussions in critical marketing on fetishistic disavowal and inversion, I offer yet another explanation. The political inertia following from ideo-affective dimensions of cultural branding does not primarily come from therapeutic sedation, but from the opposite, namely the parallax object’s upholding of gruesome tension and suspense; a fetishistic tickling. This article ends by critiquing the compulsory use of postcolonial theory in research on racial and ethnic relations. From the Žižekian reading, it appears that the postcolonial gaze is now a punishing agency like any dominant ideology, where the social inequality of global capitalism is deemed a more bearable alternative than the traumatic horror of visible racism, which, subsequently, closes the circuit from radical politics.

Kapabilitas Organisasi Pendorong Kinerja Usaha: Pandangan Teori Resource Based View

Kinerja UMKM menjadi pusat perhatian hampir di setiap pemerintahan. Hal ini didasarkan pada tingginya kontribusi UMKM terhadap perekonomian suatu daerah. Namun tidak dapat dipungkiri UMKM masih saja memiliki kelemahan yang perlu terus diperbaiki, sehingga dapat mempertahankan usahanya secara berkelanjutan. Kapabilitas organisasi sebagai sumber daya perusahaan menjadi faktor pendorong kinerja UMKM. Penelitian ini menggunakan dasar teori Resource Based Viewuntuk meneliti tentang kinerja UMKM melalui market communication capability, pricing capability dan product innovation capability. Metode pengumpulan data menggunakan kuesioner menggunakan media google form. Jumlah jawaban responden yang dapat dianalisis yaitu 85 responden. Hasil analisis data menggunakan SmartPLS yaitu product innovation capabilitydan pricing capabilityberpengaruh signifikan postitif pada performance dan berpengaruh signifikan positif juga ketika memediasi pengaruh market communication capabilityterhadap performance, namun hasil penelitian ini juga menunjukkan bahwasanya market communication capabilitytidak memiliki pengaruh signifikan postitif terhadap performance.

Blunders of Government Communication: The Political Economy of COVID-19 Communication Policy in Indonesia

Government officials and politicians have been both a help and hindrance in the public dissemination of information during the COVID-19 pandemic. The intervention of a president and his/her ministries with their political and economic interests is particularly problematic when they employ a tactical approach rather than provide accurate and effective disaster information. This paper utilizes a political-economy approach to analyze the link between COVID-19 communication policies and practices with the interests of politics and market stability in Indonesia. In this paper, the author drills into the extent to which the country’s president and ministries manage their political interests in times of global pandemic. The ways they interact with the public during various stages of disaster are crucial because society is severely disrupted, with the government serving as the sole actor. This study uses qualitative methods and all materials are managed from an extensive review of current literature, policy analysis, and field observation. This paper finds that Indonesian government communication during the COVID-19 pandemic period (February– June 2020) has been dominated by a desire to maintain a strong power of the ruling authority and to secure market stability. Two factors—pro-market communication policies and manufactured- politicized COVID-19 data—have occurred. This paper contributes to the literature by focusing on the political and economic approach over the mediated discourses surrounding the pandemic.

Kapitalmarktkommunikation durch den Aufsichtsrat einer Aktiengesellschaft

Contrary to what the inclusion of a suggestion in the “DCGK” regarding investor dialogue by the chairman of the supervisory board and its widespread use in practice would suggest, the legal framework for capital market communication by the supervisory board has not yet been clarified. The author therefore examines the admissibility and limits of capital market communication by the supervisory board by analysing German stock corporation and capital market law. In particular, it is shown that topic-specific communication competences result from the dualistic competence structure as annex competences and that narrowing the communication responsibilities to the chairman contradicts the nature of the supervisory board as a collegial body.

Customer Churn Prediction Based on HMM in Telecommunication Industry

The rapid development of technology and increasing numbers of customers have saturated the communication market. Communication operators must give focused attention to the problem of customer churn. Analyzing the customer’s communication behavior and building a prediction model of customer churn can provide the advance evidence for communication operators to minimize churn. This paper describes how to design a HMM to predict customer churn based on communication data. First, we oversample churners to increase the number of positive samples and establish the relative balance of positive and negative samples. Second, the continuous numerical attributes that affect communication customer churn are relatively discretized and their monthly values are converted into monthly change tendencies. Next, we select the communication features by calculating the information gains and information gain rates of all communication attributes. We then construct and optimize a prediction model of customer churn based on HMM. Finally, we test and evaluate the model by using a Spark cluster and the communication data set of Taizhou Branch of China Telecom. Experimental evaluation provides proof that our prediction model is exceptionally reliable.

SOME ASPECTS OF THE USE OF DISTRIBUTED LEDGER TECHNOLOGY (BLOCKCHAIN) IN RELATION TO REAL ESTATE TRANSACTIONS (CONTRACTS, ETC.): THE EXPERIENCE OF RUSSIA AND FOREIGN COUNTRIES

This article is aimed at identifying the approaches of a number of foreign countries that are being implemented to address the issues of using distributed ledger technology (blockchain) in relation to real estate transactions, and some aspects of the situation in Russia. The starting point of the research is the currently observed creeping networking - the establishment of non-market communication, which is beginning to replace purely monetary regulators in the economy, law and other spheres of the life of the society. In this format the article analyzes approaches of foreign countries that create patterns of permissibility and assent of different applications of distributed ledger technology (blockchain) in relation to real estate transactions (sale & purchase contracts, leases, etc.), the potential of such an application and the existing legal (including mentality, tradition, etc.) basis based on analytical reflections on the information gathered from sources and literature from the list of references. The author reveals the dependence of the permissibility (acceptability, acceptance, etc.) of using distributed real estate ledgers in foreign countries on the degree of involvement of the intermediary (Registrar of rights, etc.) in real estate transactions and the notary system in force in the country. The relevance, theoretical and practical significance of such a research is due to the fact that a number of approaches to legislation can be useful in finding answers to similar questions related to the understanding, development and adoption of a similar approach by our country, and the fact that this study serves to fill in the existing gap in the coverage of legal and other approaches of foreign countries in the field under study in the modern period. The author's results are presented among others in the idea that the more types of real estate registration in the countries under study are not required, the better space for implementing blockchain-based transactions will there still be. This prospect, however, is negated by the desire of the parties themselves to register transactions & contracts that according to law does not need any registrations in order to create a legal certainty regime for themselves.