Pub Date : 2021-12-07DOI: 10.5772/intechopen.101370
A. Ekiyor, Fatih Altan
The aim of this study was to give general information about marketing communication and marketing communication tools in health institutions. Marketing communication is the tools that organizations use to increase brand value and associate their location and character with consumers. Therefore, marketing communication is useful in representing the voice of the brand, engaging in a dialog with consumers, explaining or showing how, where, by whom, and when a product or service can be used. In addition, it contributes to informing consumers about who produces the product or service, what the organization and brand represent, encouraging consumers to try the product or service, and creating brand image by placing the brand of the institution in the minds of consumers. Marketing communication helps to create a stronger consumer-brand connection by creating brand awareness and brand image. As a result, although the marketing communication activities carried out in health institutions are similar to the practices in other institutions, there are differences. Marketing communication in health services does not lead the patient to unnecessary consumption, but rather informs the patient, convinces them about the benefits to be provided, and brings them to a more participatory position in the diagnosis and treatment process.
{"title":"Marketıng Communications in Health Care Institutions","authors":"A. Ekiyor, Fatih Altan","doi":"10.5772/intechopen.101370","DOIUrl":"https://doi.org/10.5772/intechopen.101370","url":null,"abstract":"The aim of this study was to give general information about marketing communication and marketing communication tools in health institutions. Marketing communication is the tools that organizations use to increase brand value and associate their location and character with consumers. Therefore, marketing communication is useful in representing the voice of the brand, engaging in a dialog with consumers, explaining or showing how, where, by whom, and when a product or service can be used. In addition, it contributes to informing consumers about who produces the product or service, what the organization and brand represent, encouraging consumers to try the product or service, and creating brand image by placing the brand of the institution in the minds of consumers. Marketing communication helps to create a stronger consumer-brand connection by creating brand awareness and brand image. As a result, although the marketing communication activities carried out in health institutions are similar to the practices in other institutions, there are differences. Marketing communication in health services does not lead the patient to unnecessary consumption, but rather informs the patient, convinces them about the benefits to be provided, and brings them to a more participatory position in the diagnosis and treatment process.","PeriodicalId":340393,"journal":{"name":"Communication Management [Working Title]","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129008953","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-09-22DOI: 10.5772/intechopen.100032
Ngozi Okpara
Following the outbreak of the pandemic, more Nigerians became liberal towards accepting and engaging e-commerce platforms for their purchases. However, there is a surging scepticism about the ability of e-commerce platforms in Nigeria to meet the demands of consumers. Nigerians have accused e-commerce platforms of uncompetitive turnaround time, discrepancy between customer orders and deliveries and failure to and deliver on brand promise. This chapter explores the ethical remedy to the unethical concerns expressed by Nigerian consumers when engaging ecommerce platforms. The study purposively gathered selected data on customers’ feedback from Jumia Nigeria’s website between April 1st and July 31st 2020 when lockdown measures were enforced in Nigeria. The study found that consumers’ mistrust and complaints about e-commerce platforms can be attributed to the absence of transparency on the part of e-commerce platforms to effectively use communication in keeping their customers abreast of the status of their order. Based on the findings, it was recommended that effective communication channels should be deployed to keep customers abreast of circumstances resulting in the delay or cancelling of their orders.
{"title":"Ethics and the Prospect of E-Commerce Platforms in Doing Business in Nigeria","authors":"Ngozi Okpara","doi":"10.5772/intechopen.100032","DOIUrl":"https://doi.org/10.5772/intechopen.100032","url":null,"abstract":"Following the outbreak of the pandemic, more Nigerians became liberal towards accepting and engaging e-commerce platforms for their purchases. However, there is a surging scepticism about the ability of e-commerce platforms in Nigeria to meet the demands of consumers. Nigerians have accused e-commerce platforms of uncompetitive turnaround time, discrepancy between customer orders and deliveries and failure to and deliver on brand promise. This chapter explores the ethical remedy to the unethical concerns expressed by Nigerian consumers when engaging ecommerce platforms. The study purposively gathered selected data on customers’ feedback from Jumia Nigeria’s website between April 1st and July 31st 2020 when lockdown measures were enforced in Nigeria. The study found that consumers’ mistrust and complaints about e-commerce platforms can be attributed to the absence of transparency on the part of e-commerce platforms to effectively use communication in keeping their customers abreast of the status of their order. Based on the findings, it was recommended that effective communication channels should be deployed to keep customers abreast of circumstances resulting in the delay or cancelling of their orders.","PeriodicalId":340393,"journal":{"name":"Communication Management [Working Title]","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-09-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115092957","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-09-01DOI: 10.5772/intechopen.99719
A. Kaul, Ritika Guaba
Coronavirus Disease 2019 (COVID-19), a pandemic has shaken the entire world. While the think tanks across nations are fighting hard to find a solution to Covid- 19, the spread of Infodemic is making the handling of crisis even more complicated. When the control of a deadly disease like COVID-19 depends on the actions of the population, the quality of information the individuals are being exposed too becomes a vital concern. It is alarming to see that even at a time when the truth can become a matter of life and death a multitude of false information is being spread on social media making it all the more difficult for governments to control the crisis. Plethora of research agrees to an electronic grapevine being more destructive than anything previously imaginable. However, identifying which Social Media Platform is most likely to activate and spread the grapevine is not addressed by any study. This study uses the Fuzzy TOPSIS approach and identifies Facebook followed by WhatsApp as the two platforms most likely to spread infodemic in the country. The quantification of evaluation of the Platforms in spreading misinformation will facilitate the government to take accurate measures to stop the spread of misinformation from the identified platforms.
{"title":"Communication through Social Media: Fake or Reality","authors":"A. Kaul, Ritika Guaba","doi":"10.5772/intechopen.99719","DOIUrl":"https://doi.org/10.5772/intechopen.99719","url":null,"abstract":"Coronavirus Disease 2019 (COVID-19), a pandemic has shaken the entire world. While the think tanks across nations are fighting hard to find a solution to Covid- 19, the spread of Infodemic is making the handling of crisis even more complicated. When the control of a deadly disease like COVID-19 depends on the actions of the population, the quality of information the individuals are being exposed too becomes a vital concern. It is alarming to see that even at a time when the truth can become a matter of life and death a multitude of false information is being spread on social media making it all the more difficult for governments to control the crisis. Plethora of research agrees to an electronic grapevine being more destructive than anything previously imaginable. However, identifying which Social Media Platform is most likely to activate and spread the grapevine is not addressed by any study. This study uses the Fuzzy TOPSIS approach and identifies Facebook followed by WhatsApp as the two platforms most likely to spread infodemic in the country. The quantification of evaluation of the Platforms in spreading misinformation will facilitate the government to take accurate measures to stop the spread of misinformation from the identified platforms.","PeriodicalId":340393,"journal":{"name":"Communication Management [Working Title]","volume":"113 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123800337","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-28DOI: 10.5772/intechopen.99308
Chandra K. Massner
This chapter will explore the impact of the COVID-19 pandemic on the higher education industry. Specifically, there will be a discussion of the exponential growth of videoconferencing tools for higher education purposes. The effects of the communication technology tool on the college classroom will be explored, including how faculty and students experience the synchronous, virtual classroom. Parts of the communication process and how they differ in face-to-face and videoconference class will be outlined. The concept of Zoom fatigue will be defined and examined, in relation to the communication process. Recommendations for effective use of videoconferencing in the college classroom will be provided.
{"title":"The Use of Videoconferencing in Higher Education","authors":"Chandra K. Massner","doi":"10.5772/intechopen.99308","DOIUrl":"https://doi.org/10.5772/intechopen.99308","url":null,"abstract":"This chapter will explore the impact of the COVID-19 pandemic on the higher education industry. Specifically, there will be a discussion of the exponential growth of videoconferencing tools for higher education purposes. The effects of the communication technology tool on the college classroom will be explored, including how faculty and students experience the synchronous, virtual classroom. Parts of the communication process and how they differ in face-to-face and videoconference class will be outlined. The concept of Zoom fatigue will be defined and examined, in relation to the communication process. Recommendations for effective use of videoconferencing in the college classroom will be provided.","PeriodicalId":340393,"journal":{"name":"Communication Management [Working Title]","volume":"49 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114599515","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Anca Constantinescu-Dobra, Mădălina-Alexanda Coțiu
The scope of the chapter is to discuss changes in usage of digital communication channels before and during the Covid-19 pandemic. Consumers in both industrial and fast-moving consumer goods markets are considered. The chapter comprises a suggestive overview, followed by conclusions on trends expected in digital communication channels usage due to the shifts in consumer behavior caused by the pandemic. Digital communication channels analyzed include websites, sales pages, social media platforms, as well as e-mail marketing, and blogs. Consumers in Generations X, Y and Z, and their preferences for the different communication channels are analyzed. Results indicate an increased interest of all generations for social media, especially following the Covid-19 pandemic. E-mail marketing also remains an important communication channel across all three generations, while the interest in websites and blogs varies. All consumers favor high quality, attractive content displayed irrespective of the communication channel used. Trends identified suggest the interest for online shopping and online engagement with brands will remain sustained after the lift of the various restrictions imposed by the pandemic. It is therefore important that brands ensure a strong online presence and engage with their audiences based on their consumers preferred communication channels.
{"title":"Communication Channels","authors":"Anca Constantinescu-Dobra, Mădălina-Alexanda Coțiu","doi":"10.1002/0471224146.ch2","DOIUrl":"https://doi.org/10.1002/0471224146.ch2","url":null,"abstract":"The scope of the chapter is to discuss changes in usage of digital communication channels before and during the Covid-19 pandemic. Consumers in both industrial and fast-moving consumer goods markets are considered. The chapter comprises a suggestive overview, followed by conclusions on trends expected in digital communication channels usage due to the shifts in consumer behavior caused by the pandemic. Digital communication channels analyzed include websites, sales pages, social media platforms, as well as e-mail marketing, and blogs. Consumers in Generations X, Y and Z, and their preferences for the different communication channels are analyzed. Results indicate an increased interest of all generations for social media, especially following the Covid-19 pandemic. E-mail marketing also remains an important communication channel across all three generations, while the interest in websites and blogs varies. All consumers favor high quality, attractive content displayed irrespective of the communication channel used. Trends identified suggest the interest for online shopping and online engagement with brands will remain sustained after the lift of the various restrictions imposed by the pandemic. It is therefore important that brands ensure a strong online presence and engage with their audiences based on their consumers preferred communication channels.","PeriodicalId":340393,"journal":{"name":"Communication Management [Working Title]","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116635010","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-06-28DOI: 10.5772/intechopen.98619
S. Roengtam
The main objective of this study is to propose guidelines for the development of the administration of local government organizations using digital technology, such as the use of social media in the administration. It will be used in the case of promoting public participation in public policy formulation. The information on the features needed to develop operating systems on social media applications would be collected and then trialed. At the same time, data was collected from the experiments. Then, the received information is made into a user manual. The study found that the municipality could use social media to enhance the communication efficiency between municipalities with the public at an efficiency level. At the effectiveness level, people were satisfied with using social media to raise complaints and recommend municipalities. Meanwhile, municipalities can obtain adequate information to use in making operational decisions in comparison with regular operations. And at the impact level, it was found that the municipality could encourage people to participate in the administration of local administrative organizations and support municipalities begin to take new approaches in response to the needs of the people even better.
{"title":"Using Social Media for the Development of Civic Engagement and Local Governance","authors":"S. Roengtam","doi":"10.5772/intechopen.98619","DOIUrl":"https://doi.org/10.5772/intechopen.98619","url":null,"abstract":"The main objective of this study is to propose guidelines for the development of the administration of local government organizations using digital technology, such as the use of social media in the administration. It will be used in the case of promoting public participation in public policy formulation. The information on the features needed to develop operating systems on social media applications would be collected and then trialed. At the same time, data was collected from the experiments. Then, the received information is made into a user manual. The study found that the municipality could use social media to enhance the communication efficiency between municipalities with the public at an efficiency level. At the effectiveness level, people were satisfied with using social media to raise complaints and recommend municipalities. Meanwhile, municipalities can obtain adequate information to use in making operational decisions in comparison with regular operations. And at the impact level, it was found that the municipality could encourage people to participate in the administration of local administrative organizations and support municipalities begin to take new approaches in response to the needs of the people even better.","PeriodicalId":340393,"journal":{"name":"Communication Management [Working Title]","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127626743","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-05-20DOI: 10.5772/INTECHOPEN.97743
Bertha Molina-Quintana, Antonio Vaamonde-Liste, María Berta Quintana-León
This paper analyzes nine integrative activities about demand forecasts, production plans, long-term relationships, joint planning, information through technologies, product development processes, product design processes, joint goals, that companies do in their daily activities with suppliers and customers in order to achieve supply chain integration. The objective is to analyze these integrative activities to determine if it exists collaboration among external partners of the supply chain in the food industry companies, to know the level or intensity of the exchange of information, communication and collaboration between companies and their external partners of suppliers and customers. The measurement instrument was applied to 93 companies from the food industry sector of Michoacán, México which are divided into nine sectors; grinding grains and seeds, obtaining oils and fats, confectionery with and without cocoa, preserving fruits, vegetables and prepared foods, dairy products, meat and poultry processing, preparation and packaging of fish and seafood, bakery and tortillas. The Integrative activities are analyzed by means of statistical descriptions, paired samples test, one-sided contrast, mean difference and confidence intervals and associations. The results indicate that the difference is always in favor of customers than for suppliers.
本文分析了公司在与供应商和客户的日常活动中为实现供应链集成而进行的九种整合活动，包括需求预测、生产计划、长期关系、联合计划、信息技术、产品开发过程、产品设计过程、共同目标。目标是分析这些整合活动，以确定是否存在食品工业公司供应链外部合作伙伴之间的合作，了解公司与其外部合作伙伴供应商和客户之间信息交流，沟通和协作的水平或强度。该测量工具应用于Michoacán, m xico食品工业部门的93家公司，分为9个部门;研磨谷物和种子，获取油脂，含和不含可可的糖果，保存水果，蔬菜和预制食品，乳制品，肉类和家禽加工，鱼和海鲜的制备和包装，面包店和玉米饼。综合活动通过统计描述、配对样本检验、单侧对比、平均差异、置信区间和关联等方法进行分析。结果表明，这种差异总是有利于顾客而不是供应商。
{"title":"Integrative Activities with Suppliers and Customers to Achieve Supply Chain Integration","authors":"Bertha Molina-Quintana, Antonio Vaamonde-Liste, María Berta Quintana-León","doi":"10.5772/INTECHOPEN.97743","DOIUrl":"https://doi.org/10.5772/INTECHOPEN.97743","url":null,"abstract":"This paper analyzes nine integrative activities about demand forecasts, production plans, long-term relationships, joint planning, information through technologies, product development processes, product design processes, joint goals, that companies do in their daily activities with suppliers and customers in order to achieve supply chain integration. The objective is to analyze these integrative activities to determine if it exists collaboration among external partners of the supply chain in the food industry companies, to know the level or intensity of the exchange of information, communication and collaboration between companies and their external partners of suppliers and customers. The measurement instrument was applied to 93 companies from the food industry sector of Michoacán, México which are divided into nine sectors; grinding grains and seeds, obtaining oils and fats, confectionery with and without cocoa, preserving fruits, vegetables and prepared foods, dairy products, meat and poultry processing, preparation and packaging of fish and seafood, bakery and tortillas. The Integrative activities are analyzed by means of statistical descriptions, paired samples test, one-sided contrast, mean difference and confidence intervals and associations. The results indicate that the difference is always in favor of customers than for suppliers.","PeriodicalId":340393,"journal":{"name":"Communication Management [Working Title]","volume":"61 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129916336","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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