Journal of Marketing Communications最新文献

{"title":"Effectiveness of product placement in streaming TV series: the roles of product involvement, placement prominence, and celebrity endorsement","authors":"Sitan Li","doi":"10.1080/13527266.2023.2258374","DOIUrl":"https://doi.org/10.1080/13527266.2023.2258374","url":null,"abstract":"Streaming platforms are revolutionizing the product placement practices in TV series via the embedment of brands using popular screenwriting and filmmaking techniques that could alter consumers’ pe...","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138576774","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}

{"title":"Thematic analysis of Direct-To-Consumer Advertising (DTCA) for vaccination campaigns during the COVID-19 pandemic: Healthcare experts’ insights","authors":"Mohammad Reza Paygah, Amir Mohammad Colabi","doi":"10.1080/13527266.2023.2289615","DOIUrl":"https://doi.org/10.1080/13527266.2023.2289615","url":null,"abstract":"In response to the COVID-19 pandemic in Iran, the government expedited vaccination efforts, notably introducing COVIran Barekat, a domestically-produced vaccine. Extensive promotion campaigns for C...","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":" 34","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138494019","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}

{"title":"Artificial intelligence and ChatGPT: Exploring Current and potential future roles in marketing education","authors":"Anna R. McAlister, Saleem Alhabash, Jing Yang","doi":"10.1080/13527266.2023.2289034","DOIUrl":"https://doi.org/10.1080/13527266.2023.2289034","url":null,"abstract":"Amid growing concerns about use of Artificial Intelligence (AI)-powered technologies like ChatGPT by students and researchers, this paper provides a brief overview of AI, focusing primarily on Chat...","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"5 10","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138496798","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}

{"title":"A step change in marketing communication education - the next urgent steps for research","authors":"Gayle Kerr, Ian Lings, Philip J. Kitchen","doi":"10.1080/13527266.2023.2287233","DOIUrl":"https://doi.org/10.1080/13527266.2023.2287233","url":null,"abstract":"Our world, and our workplace, has undergone a disruptive step change. It has transformed the way universities operate, what industry demands, how we teach and the way our students learn. That is wh...","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"5 11","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138496797","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}

{"title":"Effect of product placement labeling on visual product and brand reception – an empirical eye tracking study","authors":"S. Ronft, M. G. Friedrich, Md Sofiullah","doi":"10.1080/13527266.2023.2275133","DOIUrl":"https://doi.org/10.1080/13527266.2023.2275133","url":null,"abstract":"Product placement is regarded as a strategic advertising tool for promoting commercial content in the broadcasting industry to promote sales or brand recognition via audiovisual media. Considering ...","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"6 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138496795","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}

{"title":"The linguistic fetish in multilingual advertising: an audio message translated into seven foreign languages","authors":"Juan Miguel Alcantara-Pilar, Iván Manuel Sánchez-Duarte, María Eugenia Rodríguez-López, Shakira Abarkane Abdel-Lah","doi":"10.1080/13527266.2023.2283047","DOIUrl":"https://doi.org/10.1080/13527266.2023.2283047","url":null,"abstract":"Language is often used for symbolic purposes in international advertising. Companies make strategic use of foreign language in their advertising campaigns on the basis that the characteristics give...","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"5 12","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138496796","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}

{"title":"Competitive advantage for life: an industry view of marketing communication education","authors":"Gayle Kerr, Ian Lings, Leigh Terry, Jef Richards, Bruce Muirhead","doi":"10.1080/13527266.2023.2280055","DOIUrl":"https://doi.org/10.1080/13527266.2023.2280055","url":null,"abstract":"ABSTRACTA competitive advantage is the desired outcome of a sound marketing communication strategy. However, there are scant explorations of how marketing communication education can build competitive advantages for students entering the workforce. Taking an industry perspective, a leading CEO reflects upon marketing communication practice and raises questions about disciplinary changes in practice and the necessary response of marketing communication education. We explore these questions and derive insights through a literature review which assembles existing research in marketing communication education, and we explore these insights further using Collective Intelligence. Thought leaders in the marketing communication industry interact and share ideas, revealing key insights into necessary skill sets. The paper concludes with a discussion of marketing communication education and its competitive advantage for both work and life.KEYWORDS: Marketing communicationUniversity educationindustry employabilityCollective intelligenceindustry perspective Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationNotes on contributorsGayle KerrGayle Kerr passion for advertising began as a copywriter working in the industry for more than a decade. She shifted from writing advertising to researching and teaching it as a Professor in the School of Advertising, Marketing and Public Relations at QUT. Gayle’s PhD was first in Australia in the field of IMC and her work in teaching, research and industry engagement was recognized with the inaugural Don Schultz Award for Innovation in IMC Teaching, Research and Practice 2022. Gayle has published over 100 peer-reviewed articles and conference papers on creativity, digital media, advertising and IMC. She was the founding President of the Australia and New Zealand Academy of Advertising and served on the Executive of the American Academy of Advertising. She is also Deputy Editor of the Journal of Marketing Communications.Ian LingsIan Lings is Professor of Marketing and Head of the School of Advertising, Marketing and Public Relations at the QUT Business School, Brisbane. His research on “firm – employee – customer” interfaces has been published in a range of journals. Ian co-authored the research focussed, Sage title: “Doing Business Research: A Guide to Theory and Practice”. Ian authored the seminal article on Internal Market Orientation (IMO), synthesising knowledge from the fields of operations management, human resources management, psychology and marketing to develop a model describing the physical and socio-emotional processes of service delivery. He developed, validated, and subsequently published the first measure of IMO. This measure has been adopted internationally and applied by a number of teams to new organisational contexts. He has undertaken research for a range of clients in differing industries and across different countries. Ian has led or contributed to","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"15 22","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134953848","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}

{"title":"Investigating gender as a moderator of extreme-context perception effects on behavioural tendencies towards fashion brands on Instagram in West Africa","authors":"Ali B. Mahmoud, Alexander Berman, Nicholas Grigoriou, Konstantinos Solakis","doi":"10.1080/13527266.2023.2278058","DOIUrl":"https://doi.org/10.1080/13527266.2023.2278058","url":null,"abstract":"This study draws on the Gender Schema Theory, Technology Acceptance Model (TAM), Uses and Gratifications Theory (U&G), and Social Cognitive Theory (SCT) to explore how gender moderates the relationship between extreme-context perception and user intentions on Instagram for fashion brands, drawing on the COVID-19 pandemic as an example of extreme context. Specifically, our study context concerns social media users in West Africa during the COVID-19 pandemic in 2021. Through a time-lagged online survey, the data of 310 Instagram users based in Uganda and Nigeria were obtained and subsequently analysed using a variance-based structural equation modelling. Our analysis supports previously reported results in the literature by demonstrating the positive effects of extreme-context perception on intentions to follow and recommend fashion brands on Instagram. Furthermore, our results present new evidence that gender moderates extreme-context perception effects, such that men are significantly more likely to develop higher usefulness, enjoyment, satisfaction and intentions to recommend and follow fashion brands on Instagram. This empirical investigation expands our knowledge of social media use by demonstrating the moderating role of gender regarding the way extreme-context perception affects consumer behaviour towards fashion brands on social media.","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":" 36","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135244510","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}

{"title":"A New Framework for IMC Planning","authors":"Jerry Kliatchko, Roshan Uttamchandani","doi":"10.1080/13527266.2023.2275146","DOIUrl":"https://doi.org/10.1080/13527266.2023.2275146","url":null,"abstract":"ABSTRACTOver the last 30 years, our understanding of Integrated Marketing Communication (IMC) and how to apply it has been slowly approaching a consensus. However, the same cannot be said about how to teach IMC. In particular, there seems to be an opportunity in exploring a well-established and up-to-date IMC planning framework that is catered towards teaching. This paper proposes a new IMC planning framework with the dual purpose of being useful for both teaching and industry practice, thus bridging a gap between industry and academia. The framework proposed here has the added benefits of synthesising the most important aspects of IMC, simulating industry conditions in an educational context, and being agile.KEYWORDS: IMCIMC educationIMC planning frameworkindustry academia gapagile marketing Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationNotes on contributorsJerry KliatchkoJerry G. Kliatchko, Ph.D., is a Doctor of Public Communication from the University of Navarra in Pamplona, Spain. He was Vice President for Academic Affairs and Corporate Communications of the University of Asia & the Pacific from 2004 to 2010. He is currently the Dean of the UA&P School of Media and Marketing. Dr. Kliatchko began the graduate program in Integrated Marketing Communication (IMC) of UA&P in 1997. In 2005, he initiated the Asia Pacific Tambuli Awards, the pioneer global advertising award show on effective brand purpose, honoring brands that do well by doing good. He teaches two subjects in the IMC program at UA&P, namely, IMC Principles, and IMC Cases. His publications include journal articles that examine the theory and practice of IMC.Roshan UttamchandaniRoshan Uttamchandani is an instructor and researcher from the School of Media and Marketing at the University of Asia and the Pacific (UA&P), teaching two courses: Principles of Marketing and Asian ShowBiz. He earned his Bachelor of Arts in the Humanities in 2018 and his Master of Arts in Communication Major in Integrated Marketing Communication in 2020 from UA&P, graduating both cum laude. Roshan also represented the Philippines at the Cannes Lions Roger Hatchuel Academy and Google Creative Campus in 2020, and is the COO and co-founder of 17B Marketing Consulting, Inc. Currently, he is doing his Ph.D. in Philosophy at De La Salle University Manila.","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135725320","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}

{"title":"The Hierarchical Utility of Credence Attributes of Orange Marmalade: What do ConsumerS Look for in a Multi-Claim Food Product?","authors":"Giuseppe Di Vita, Raffaele Zanchini, Daniela Spina, Gioacchino Pappalardo, Emanuele Schimmenti, Mario D’Amico","doi":"10.1080/13527266.2023.2273539","DOIUrl":"https://doi.org/10.1080/13527266.2023.2273539","url":null,"abstract":"ABSTRACTThis study provides further evidence of the role that multi-claims have on consumers’ choices, assessing the effects that nutritional, organic, and Geographical Indication attributes have on the consumption of marmalade. Moreover, it analyses whether these claims have a substitution or complementary effect on consumers’ demand. For this purpose, a conjoint experiment was adopted as a marketing analysis tool to detect consumers’ attitudes towards different attributes of orange marmalade. The analysis of the overall sample provided insights into the role of the considered attributes, that is, price, fibre claim, Protected Designation of Origin (PDO) and organic certifications, in product differentiation and, consequently, the consumers’ interest in the characteristics of orange marmalade. Conjoint analysis was followed by a clustering investigation using Ward’s method to gather more information on the importance of the selected attributes and to group consumers according to their socio-demographic characteristics. The results highlighted the prominent role of price and organic attributes. On the other hand, PDO certification and the nutritional claim provided low positive utility, and they emerged as irrelevant factors in the consumers’ choices of marmalade. The findings provide useful marketing implications for producers to help them design new product characteristics and to better market jam and marmalade.KEYWORDS: Organic marmaladefunctional foodsPDO productsinformation theorynutrition claimconjoint analysis Disclosure statementThe authors declare that they have no known competing financial interests or personal relationships that could have influenced the work reported in this paperNotes1. According to existing legislation, is it feasible to categorize claims into nutrition, function, and reduction of disease risk claims. Various types of claims indeed convey information differently (CAC Citation2013).Additional informationFundingThe role of knowledge in consumers’ choice of functional and healthy food, coordinated by Giuseppe Di Vita, Fondi per la Ricerca Locale 2021, Universiy of Turin.Notes on contributorsGiuseppe Di VitaGiuseppe Di Vita is Associate Professor in Agricultural Economics at the Department of Veterinary Sciences of the University of Messina. His research focuses on food demand, consumer behaviour and agro-food industries using qualitative and quantitative analysis. His research interests is related to several aspects of consumers behaviour and agro-food marketing, including functional foods, traditional food consumption and behaviour toward novel foods.Raffaele ZanchiniRaffaele Zanchini is Ph.D. in Food, Health and Longevity, a course in collaboration between the Department of Agricultural, Forest and Food Science (DISAFA) of the University of Turin and the University of Piemonte Orientale. He works on food demand and consumer behaviour; in particular, his PhD focuses on the evaluation of consumers interest and behaviou","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135320450","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}