Pub Date : 2022-12-31DOI: 10.54663/2182-9306.2022.v10.n19.1-4
{"title":"Quantitative and Qualitative Studies in Communication and Marketing Research","authors":"","doi":"10.54663/2182-9306.2022.v10.n19.1-4","DOIUrl":"https://doi.org/10.54663/2182-9306.2022.v10.n19.1-4","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48072616","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 : 2022-12-31DOI: 10.54663/2182-9306.2022.v10.n19.90-117
{"title":"Examining the Visual Impact of Object Typeface on Event Participation","authors":"","doi":"10.54663/2182-9306.2022.v10.n19.90-117","DOIUrl":"https://doi.org/10.54663/2182-9306.2022.v10.n19.90-117","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49312482","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 : 2022-12-31DOI: 10.54663/2182-9306.2022.v10.n19.138-161
{"title":"A Importância da Comunicação no Contexto da Profissão Contabilística em Portugal","authors":"","doi":"10.54663/2182-9306.2022.v10.n19.138-161","DOIUrl":"https://doi.org/10.54663/2182-9306.2022.v10.n19.138-161","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47669208","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 : 2022-12-31DOI: 10.54663/2182-9306.2022.v10.n19.5-35
António Lopes de Almeida, Elvira Vieira, A. Borges
In this paper, we segment the festival audience considering the loyalty and the participation intensity, and each group was characterized considering the main motivations, global satisfaction and the key communication channels to promote the event. We study the unique and authentic NOS Primavera Sound Festival that occurs in the city of Porto. To answer our research questions, we analysed two editions (2018 and 2019) that contemplate 2156 valid responses and subsequently applied non-parametric tests. We intend to contribute to the literature through the presentation of a clear audience segmentation and also the diverse potential communication channels across the different groups. This information is extremely useful not only for the festival organizers, but also for other stakeholders, namely marketers, policy makers, sponsors, sector professionals, researchers, among others.
{"title":"Segmentation and the Key Communication Channels to Promote a Music Festival – The NOS Primavera Sound Case Study","authors":"António Lopes de Almeida, Elvira Vieira, A. Borges","doi":"10.54663/2182-9306.2022.v10.n19.5-35","DOIUrl":"https://doi.org/10.54663/2182-9306.2022.v10.n19.5-35","url":null,"abstract":"In this paper, we segment the festival audience considering the loyalty and the participation intensity, and each group was characterized considering the main motivations, global satisfaction and the key communication channels to promote the event. We study the unique and authentic NOS Primavera Sound Festival that occurs in the city of Porto. To answer our research questions, we analysed two editions (2018 and 2019) that contemplate 2156 valid responses and subsequently applied non-parametric tests. We intend to contribute to the literature through the presentation of a clear audience segmentation and also the diverse potential communication channels across the different groups. This information is extremely useful not only for the festival organizers, but also for other stakeholders, namely marketers, policy makers, sponsors, sector professionals, researchers, among others.","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42400030","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 : 2022-12-31DOI: 10.54663/2182-9306.2022.v10.n19.162-183
Francisco Adriano Lima, Amélia Brandão
The popularity of social media influencers (SMIs) has been growing exponentially in recent years, making influencer marketing (IM) a predominant business strategy. Even though there is growing interest from researchers and practitioners, most academic work continues to be divergent, partial, and fragmented. In light of the pivotal role SMIs play in consumer decisions and the fact that this field of research is still in its developmental stages, a comprehensive and critical view of existing research on this topic is greatly needed. This paper is a response to this and is the first to consolidate the current state of IM research within social media settings. More precisely, this paper presents a systematic literature review of relevant studies published in academic journals and magazines in order to identify key themes and dominant concepts in the field. Our analysis of 31 articles from 14 different journals helped give a broader understanding of this phenomenon. Through our analysis we identified a number of research gaps. We then proposed directions for future research to reflect on important emerging areas and unexplored domains with reference to theory, context, and methodology. Lastly, we discuss the implications of this study in theory and practice. The main limitations of the study come from the fact that it only considers articles written in the English language, it is only published in peer-reviewed academic journals, and it is limited to just three online platforms. This study is a first in that it provides a systematic overview of existing literature on digital media influencers.
{"title":"Digital Media Influencers: A Systematic Literature Review","authors":"Francisco Adriano Lima, Amélia Brandão","doi":"10.54663/2182-9306.2022.v10.n19.162-183","DOIUrl":"https://doi.org/10.54663/2182-9306.2022.v10.n19.162-183","url":null,"abstract":"The popularity of social media influencers (SMIs) has been growing exponentially in recent years, making influencer marketing (IM) a predominant business strategy. Even though there is growing interest from researchers and practitioners, most academic work continues to be divergent, partial, and fragmented. In light of the pivotal role SMIs play in consumer decisions and the fact that this field of research is still in its developmental stages, a comprehensive and critical view of existing research on this topic is greatly needed. This paper is a response to this and is the first to consolidate the current state of IM research within social media settings. More precisely, this paper presents a systematic literature review of relevant studies published in academic journals and magazines in order to identify key themes and dominant concepts in the field. Our analysis of 31 articles from 14 different journals helped give a broader understanding of this phenomenon. Through our analysis we identified a number of research gaps. We then proposed directions for future research to reflect on important emerging areas and unexplored domains with reference to theory, context, and methodology. Lastly, we discuss the implications of this study in theory and practice. The main limitations of the study come from the fact that it only considers articles written in the English language, it is only published in peer-reviewed academic journals, and it is limited to just three online platforms. This study is a first in that it provides a systematic overview of existing literature on digital media influencers.","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43305706","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 : 2022-12-31DOI: 10.54663/2182-9306.2022.v10.n19.184-205
{"title":"Business-Consumer Communication: A Qualitative Study on Brand Equity Approach Maternity Care","authors":"","doi":"10.54663/2182-9306.2022.v10.n19.184-205","DOIUrl":"https://doi.org/10.54663/2182-9306.2022.v10.n19.184-205","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41787993","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 : 2022-12-31DOI: 10.54663/2182-9306.2022.v10.n19.36-65
{"title":"Knowledge Management and Marketing Innovation Impact on Manufacturing Firms Performance in Ethiopia","authors":"","doi":"10.54663/2182-9306.2022.v10.n19.36-65","DOIUrl":"https://doi.org/10.54663/2182-9306.2022.v10.n19.36-65","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42657891","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 : 2022-12-31DOI: 10.54663/2182-9306.2022.v10.n19.118-137
Q. Ahmed, M. Nazir, O. S. Paracha
The study investigates the impact of an unexplored motivational construct i.e., remuneration, on consumers' attitudes towards social media advertising (CATSMA). It proposes that this underlying relationship is mediated by perceived social media advertising value (PSMAV). The research takes under consideration the pandemic era of Covid-19, where the dependency on digital transactions has accelerated. Consumer responses are undertaken virtually by the young and dynamic audience of Pakistan, who consume social media as a way of life. The research deploys a variance-based structural equation modeling (SEM), by using a partial least squares (PLS) approach in the form of SmartPLS 3. The results show that remuneration plays an instrumental role in enhancing the value of advertising and also developing desirable consumers' attitudes on social media. The findings also reveal that advertising value exerts a significant impact on users' evaluative criteria and also mediates the relationship between remuneration and underlying attitudes. This empirical research is one of the embryonic social media investigations undertaken in a Pakistani context, transforming through the covid crisis.
{"title":"Exploring the Impact of Remuneration on Advertising Value & Attitudes: A Perspective During the Covid-19 Crises","authors":"Q. Ahmed, M. Nazir, O. S. Paracha","doi":"10.54663/2182-9306.2022.v10.n19.118-137","DOIUrl":"https://doi.org/10.54663/2182-9306.2022.v10.n19.118-137","url":null,"abstract":"The study investigates the impact of an unexplored motivational construct i.e., remuneration, on consumers' attitudes towards social media advertising (CATSMA). It proposes that this underlying relationship is mediated by perceived social media advertising value (PSMAV). The research takes under consideration the pandemic era of Covid-19, where the dependency on digital transactions has accelerated. Consumer responses are undertaken virtually by the young and dynamic audience of Pakistan, who consume social media as a way of life. The research deploys a variance-based structural equation modeling (SEM), by using a partial least squares (PLS) approach in the form of SmartPLS 3. The results show that remuneration plays an instrumental role in enhancing the value of advertising and also developing desirable consumers' attitudes on social media. The findings also reveal that advertising value exerts a significant impact on users' evaluative criteria and also mediates the relationship between remuneration and underlying attitudes. This empirical research is one of the embryonic social media investigations undertaken in a Pakistani context, transforming through the covid crisis.","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41538699","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 : 2022-12-31DOI: 10.54663/2182-9306.2022.v10.n19.66-89
{"title":"Investigation of Online Shopping Cart Abandonment on the Perspective of E- Procrastination Behavior","authors":"","doi":"10.54663/2182-9306.2022.v10.n19.66-89","DOIUrl":"https://doi.org/10.54663/2182-9306.2022.v10.n19.66-89","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41655047","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}
Social media interactive messaging is rapidly becoming a major marketing practice in the corporate world. Modern organizations are recognizing the interactive nature of social media platforms as breaker of barriers that initially limited customer-company interactions. Commercial banks have not been left behind in the intensified journey of using social media platforms to interact with customers in real-time and use it a s tool to inspire customer loyalty. However, existing literature has not empirically established if adopting the social media interactive messaging can significantly customer loyalty of commercial banks in Kenya. Moreover, some banking organizations have not fully optimized interactive messaging feature of the social networking sites to inspire customer loyalty. The current study investigated the effect of social media interactive messaging on customer loyalty of commercial banks in Nairobi City County, Kenya. The study was underpinned by the honeycomb model and the technology acceptance model. A primary research methodology was applied. A closed-ended questionnaire was administered to random sample of 384 commercial bank customers. Data collected was coded and entered into the Statistical Package for Social Sciences (SPSS). The study results revealed that social media interactive messaging has a significant positive effect on customer loyalty of commercial banks in Nairobi City County, Kenya. The study recommends that commercial banks in Kenya improve the ease of use of their social media pages to inspire customer usage for communications. Keywords: Social media, interactive messaging, commercial banks, Nairobi City County.
{"title":"The Effect of Social Media Interactive Messaging on Customer Loyalty of Commercial Banks in Nairobi City County, Kenya","authors":"G. Mageto","doi":"10.53819/81018102t2105","DOIUrl":"https://doi.org/10.53819/81018102t2105","url":null,"abstract":"Social media interactive messaging is rapidly becoming a major marketing practice in the corporate world. Modern organizations are recognizing the interactive nature of social media platforms as breaker of barriers that initially limited customer-company interactions. Commercial banks have not been left behind in the intensified journey of using social media platforms to interact with customers in real-time and use it a s tool to inspire customer loyalty. However, existing literature has not empirically established if adopting the social media interactive messaging can significantly customer loyalty of commercial banks in Kenya. Moreover, some banking organizations have not fully optimized interactive messaging feature of the social networking sites to inspire customer loyalty. The current study investigated the effect of social media interactive messaging on customer loyalty of commercial banks in Nairobi City County, Kenya. The study was underpinned by the honeycomb model and the technology acceptance model. A primary research methodology was applied. A closed-ended questionnaire was administered to random sample of 384 commercial bank customers. Data collected was coded and entered into the Statistical Package for Social Sciences (SPSS). The study results revealed that social media interactive messaging has a significant positive effect on customer loyalty of commercial banks in Nairobi City County, Kenya. The study recommends that commercial banks in Kenya improve the ease of use of their social media pages to inspire customer usage for communications. Keywords: Social media, interactive messaging, commercial banks, Nairobi City County.","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"16 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80359895","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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