Ernest Morisson Yaymond, Alice Saunders Clerk, Michael McCain Smith
A growing business is one that is expanding in one or more ways, and there is no single metric used to measure growth. Instead, several data points can be highlighted to show a company is growing. These include: revenue, sales, company value, profits, number of employees, and number of customers. Over the past few years, the popularity of podcasts has grown enormously. A Podcast can be understood as a series of episodes, digitally programmed and formatted, focusing on a specific theme or topics like technology, start-ups, or anything else, it can be said that it is a radio in digital form. This study sought to understand the impact of podcasts and video marketing on growth of businesses in the private sector in the United States. This was a literature based study in which relevant literature was reviewed to derive study themes. The study found that in the US, Podcasts are going mainstream, and since the brand name goes online with the Podcasts on many platforms, it increases the brand’s visibility, and there are many tricks and hacks that businesses can use to enhance brand visibility through Podcasts. The study established that podcasts and videos offer individuals and organizations in the private sector alike the ability to effectively and affordably attract, convert, and transform consumers and grow their businesses. It has also been established that Podcast listening numbers have increased by 42% in the US since the start of the COVID-19 crisis, and more and more Americans are discovering content via this medium, it is thus a great place for advertisers to reach a more tech-savvy, educated consumer. The study concludes that many businesses in the United States use podcasts to attract their target customer to their business. By talking about things that their target customer is interested in, they then gain a captive audience to promote their products or services to. Keywords: Podcasts and Video, Marketing strategy, Business growth, Private Sector, United States
{"title":"Impact of Podcasts and Video Marketing Strategy on Growth of Businesses in the Private Sector: Perspective from the United States","authors":"Ernest Morisson Yaymond, Alice Saunders Clerk, Michael McCain Smith","doi":"10.53819/81018102t4044","DOIUrl":"https://doi.org/10.53819/81018102t4044","url":null,"abstract":"A growing business is one that is expanding in one or more ways, and there is no single metric used to measure growth. Instead, several data points can be highlighted to show a company is growing. These include: revenue, sales, company value, profits, number of employees, and number of customers. Over the past few years, the popularity of podcasts has grown enormously. A Podcast can be understood as a series of episodes, digitally programmed and formatted, focusing on a specific theme or topics like technology, start-ups, or anything else, it can be said that it is a radio in digital form. This study sought to understand the impact of podcasts and video marketing on growth of businesses in the private sector in the United States. This was a literature based study in which relevant literature was reviewed to derive study themes. The study found that in the US, Podcasts are going mainstream, and since the brand name goes online with the Podcasts on many platforms, it increases the brand’s visibility, and there are many tricks and hacks that businesses can use to enhance brand visibility through Podcasts. The study established that podcasts and videos offer individuals and organizations in the private sector alike the ability to effectively and affordably attract, convert, and transform consumers and grow their businesses. It has also been established that Podcast listening numbers have increased by 42% in the US since the start of the COVID-19 crisis, and more and more Americans are discovering content via this medium, it is thus a great place for advertisers to reach a more tech-savvy, educated consumer. The study concludes that many businesses in the United States use podcasts to attract their target customer to their business. By talking about things that their target customer is interested in, they then gain a captive audience to promote their products or services to. Keywords: Podcasts and Video, Marketing strategy, Business growth, Private Sector, United States","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"50 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83688578","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}
Growth of a business sometimes complicates the process of moving products from manufacturers to customers. Business organizations must confront the issue of how to effectively optimize distribution logistics to meet customer demands. Most companies are recognizing that distribution strategy must be robust enough to handle current demand, while remaining flexible enough to react to changing market conditions and minimize business risk. The purpose of this study was to determine the influence of the nature of product on performance of soft drinks manufacturing firms in Kenya. The study was informed by Theory of Performance and systems theory. The study adopted descriptive survey design to examine the relationship between the independent and dependent variables. Target population was 2345 people who include distribution department, whole sellers as well as retailers in the company. The study used stratified sampling technique to select groups of its subjects. Simple random sampling method was then used to select a sample size of 341 respondents. A pilot test was conducted to ensure validity and reliability of the data collection instrument. Data analysis was done using descriptive as well as inferential statistics. This was done via Statistical Package for Social Sciences (SPSS). The findings revealed that nature of product had a positive and significant influence on the performance of Nairobi Bottlers in Kenya (β =.382, p=.000<.05). The study concluded that nature of product has a significance influence on performance of Nairobi Bottlers Company Limited, evidently implying that taking care of nature of product enhances performance of the company. Considering the fastness the world is moving in terms of production of soft drinks, it is essential that firms embrace the various aspects of nature of product which include form shape perishability as well as range of such products which enhances the ability for firms to perform. The study thus recommended that soft drinks manufacturing firms should always strive and ensure that the products they produce take into account the various aspects associated products to enhance their competitiveness and this will in turn assist firms to perform. Keywords: Nature of product, Soft drinks manufacturing firms Performance, Nairobi bottlers, Kenya
企业的发展有时会使产品从制造商到消费者的过程变得复杂。企业组织必须面对如何有效优化配送物流以满足客户需求的问题。大多数公司都认识到，分销策略必须足够强大，以应对当前的需求，同时保持足够的灵活性，以应对不断变化的市场状况，并最大限度地降低业务风险。本研究的目的是确定产品的性质对肯尼亚软饮料生产企业绩效的影响。本研究以绩效理论和系统理论为指导。本研究采用描述性调查设计来检验自变量与因变量之间的关系。目标人群为2345人，包括公司的分销部门、批发商和零售商。该研究采用分层抽样技术来选择研究对象。然后采用简单随机抽样的方法，选取了341名受访者。为确保数据采集仪器的有效性和可靠性，进行了先导试验。数据分析采用描述性统计和推理统计。这是通过社会科学统计软件包(SPSS)完成的。研究结果表明，产品的性质对肯尼亚内罗毕装瓶商的业绩有积极和显著的影响(β =)。382, p =组织< . 05)。研究表明，产品的性质对内罗毕装瓶公司的绩效有显著的影响，这显然意味着照顾产品的性质提高了公司的绩效。考虑到世界在软饮料生产方面的快速发展，公司必须接受产品性质的各个方面，包括形式，形状，易腐性以及这些产品的范围，这增强了公司的能力。因此，该研究建议软饮料制造公司应始终努力并确保他们生产的产品考虑到相关产品的各个方面，以提高他们的竞争力，这将反过来帮助公司执行。关键词:产品性质，软饮料制造企业绩效，内罗毕装瓶商，肯尼亚
{"title":"Influence of the Nature of Product on Performance of Soft Drinks Manufacturing Firms in Kenya","authors":"Josephine Mutindi Kithu, J. Kamau","doi":"10.53819/81018102t4043","DOIUrl":"https://doi.org/10.53819/81018102t4043","url":null,"abstract":"Growth of a business sometimes complicates the process of moving products from manufacturers to customers. Business organizations must confront the issue of how to effectively optimize distribution logistics to meet customer demands. Most companies are recognizing that distribution strategy must be robust enough to handle current demand, while remaining flexible enough to react to changing market conditions and minimize business risk. The purpose of this study was to determine the influence of the nature of product on performance of soft drinks manufacturing firms in Kenya. The study was informed by Theory of Performance and systems theory. The study adopted descriptive survey design to examine the relationship between the independent and dependent variables. Target population was 2345 people who include distribution department, whole sellers as well as retailers in the company. The study used stratified sampling technique to select groups of its subjects. Simple random sampling method was then used to select a sample size of 341 respondents. A pilot test was conducted to ensure validity and reliability of the data collection instrument. Data analysis was done using descriptive as well as inferential statistics. This was done via Statistical Package for Social Sciences (SPSS). The findings revealed that nature of product had a positive and significant influence on the performance of Nairobi Bottlers in Kenya (β =.382, p=.000<.05). The study concluded that nature of product has a significance influence on performance of Nairobi Bottlers Company Limited, evidently implying that taking care of nature of product enhances performance of the company. Considering the fastness the world is moving in terms of production of soft drinks, it is essential that firms embrace the various aspects of nature of product which include form shape perishability as well as range of such products which enhances the ability for firms to perform. The study thus recommended that soft drinks manufacturing firms should always strive and ensure that the products they produce take into account the various aspects associated products to enhance their competitiveness and this will in turn assist firms to perform. Keywords: Nature of product, Soft drinks manufacturing firms Performance, Nairobi bottlers, Kenya","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"112 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-05-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79314510","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}
In today’s competitive and dynamic markets, one of the most critical challenges businesses face is how to improve the performance of their salesforce. The role of the salesforce has evolved from just implementing the selling function to become a core value creator for both the customers and the sales organizations. This study sought to establish the effect of sales territory design on salesforce performance in the detergent manufacturing companies in Kenya. The study adopted the positivism approach and a descriptive cross sectional design. The population of the study was the salesforce in the detergent producing companies in Kenya who are members of Kenya Association of Manufacturers (KAM) as at December 2018. There are 557 salespeople spread across the 40 detergent manufacturing companies in Kenya. The sample size was 326 respondents. The study utilized primary data which was collected by administering semi-structured questionnaires. The data was analyzed applying a mixture of both descriptive and inferential statistics to describe the manifestations of the variables in the data collected. Simple linear regression analysis was utilized to determine the extent to which the variables are related. The null hypothesis that sales territory design has no significant effect on salesforce performance in detergent manufacturing companies in Kenya was rejected. Thus, sales territory design has significant effect on salesforce performance in detergent manufacturing companies in Kenya. This therefore indicates that sales territory design is critical in determining salesforce performance in detergent manufacturing companies in Kenya. The study recommended that the detergent manufacturing companies and other stakeholders like Kenya Association of Manufactures should focus on the developing of efficient and effective sales territory frameworks that make it easy and cost effective for the salesforce to reach the customers and ultimately deliver more sales and at competitive prices Keywords: Sales Territory Design, Salesforce Performance & Detergent Manufacturing Companies
{"title":"Sales Territory Design and Salesforce Performance in the Detergent Manufacturing Companies in Kenya","authors":"B. Mwangi, F. Kibera, M. Kinoti, Magutu P. Obara","doi":"10.53819/81018102t2056","DOIUrl":"https://doi.org/10.53819/81018102t2056","url":null,"abstract":"In today’s competitive and dynamic markets, one of the most critical challenges businesses face is how to improve the performance of their salesforce. The role of the salesforce has evolved from just implementing the selling function to become a core value creator for both the customers and the sales organizations. This study sought to establish the effect of sales territory design on salesforce performance in the detergent manufacturing companies in Kenya. The study adopted the positivism approach and a descriptive cross sectional design. The population of the study was the salesforce in the detergent producing companies in Kenya who are members of Kenya Association of Manufacturers (KAM) as at December 2018. There are 557 salespeople spread across the 40 detergent manufacturing companies in Kenya. The sample size was 326 respondents. The study utilized primary data which was collected by administering semi-structured questionnaires. The data was analyzed applying a mixture of both descriptive and inferential statistics to describe the manifestations of the variables in the data collected. Simple linear regression analysis was utilized to determine the extent to which the variables are related. The null hypothesis that sales territory design has no significant effect on salesforce performance in detergent manufacturing companies in Kenya was rejected. Thus, sales territory design has significant effect on salesforce performance in detergent manufacturing companies in Kenya. This therefore indicates that sales territory design is critical in determining salesforce performance in detergent manufacturing companies in Kenya. The study recommended that the detergent manufacturing companies and other stakeholders like Kenya Association of Manufactures should focus on the developing of efficient and effective sales territory frameworks that make it easy and cost effective for the salesforce to reach the customers and ultimately deliver more sales and at competitive prices Keywords: Sales Territory Design, Salesforce Performance & Detergent Manufacturing Companies","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"1 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-04-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79827077","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":"Brand Development and Marketing Strategies in USA: A Case of Apple Inc.","authors":"","doi":"10.53819/81018102t2055","DOIUrl":"https://doi.org/10.53819/81018102t2055","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"49 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-04-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"91138998","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 : 2022-01-31DOI: 10.54663/2182-9306.2022.sn11.1-4
A. Silva, S. Teixeira, M. Rodrigues, J. Remondes
{"title":"Marketing in the Context of COVID-19","authors":"A. Silva, S. Teixeira, M. Rodrigues, J. Remondes","doi":"10.54663/2182-9306.2022.sn11.1-4","DOIUrl":"https://doi.org/10.54663/2182-9306.2022.sn11.1-4","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46296660","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 : 2022-01-31DOI: 10.54663/2182-9306.2022.sn11.45-61
{"title":"Effects of E-Business Adoption on Organizational Agility in the COVID-19 Context","authors":"","doi":"10.54663/2182-9306.2022.sn11.45-61","DOIUrl":"https://doi.org/10.54663/2182-9306.2022.sn11.45-61","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"234 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41276387","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 : 2022-01-31DOI: 10.54663/2182-9306.2022.sn11.5-29
{"title":"The Voice of the Consumer on sVoD Systems During Covid-19: A Service Opportunity Mining Approach","authors":"","doi":"10.54663/2182-9306.2022.sn11.5-29","DOIUrl":"https://doi.org/10.54663/2182-9306.2022.sn11.5-29","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43413595","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 : 2022-01-31DOI: 10.54663/2182-9306.2022.sn11.92-113
{"title":"Estratégias Digitais de Combate aos Impactos da Pandemia Covid-19 no Contexto Empresarial","authors":"","doi":"10.54663/2182-9306.2022.sn11.92-113","DOIUrl":"https://doi.org/10.54663/2182-9306.2022.sn11.92-113","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45885769","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 : 2022-01-31DOI: 10.54663/2182-9306.2022.sn11.30-44
{"title":"Functionalities of Social Commerce used by SME during Pandemic","authors":"","doi":"10.54663/2182-9306.2022.sn11.30-44","DOIUrl":"https://doi.org/10.54663/2182-9306.2022.sn11.30-44","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43838106","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 : 2022-01-31DOI: 10.54663/2182-9306.2022.sn11.62-91
P. Veiga, J. Diogo
The outbreak of COVID-19 has substantially altered trends and the research agenda in Consumer Behavior (CB). The main objectives of this article is analyze and classify the main contributions published the early research on CB on the COVID-19 pandemic , seeking to discover the perspective and the gaps and outline future avenues of research . With this article, we performed a systematic literature review based on articles published in Web of Science (WoS). We used a bibliometric approach based on Bibliographic Coupling of Documents complemented by a thematic analysis which allows us to provide a more holistic overview of the domain under study. Based on literature review six key thematic areas were identified in CB research of early stage of the pandemic: Environmental Factors, Social Media CB and Business Strategies , Personal and Psychological Characteristics , Purchase Process , and Panic buying . The conclusions present limitations inherent to systematic literature review articles, in particular the filters used to limit the search.
{"title":"Consumer Behavior: A Literature Review of the Early Research on the COVID-19 Outbreak","authors":"P. Veiga, J. Diogo","doi":"10.54663/2182-9306.2022.sn11.62-91","DOIUrl":"https://doi.org/10.54663/2182-9306.2022.sn11.62-91","url":null,"abstract":"The outbreak of COVID-19 has substantially altered trends and the research agenda in Consumer Behavior (CB). The main objectives of this article is analyze and classify the main contributions published the early research on CB on the COVID-19 pandemic , seeking to discover the perspective and the gaps and outline future avenues of research . With this article, we performed a systematic literature review based on articles published in Web of Science (WoS). We used a bibliometric approach based on Bibliographic Coupling of Documents complemented by a thematic analysis which allows us to provide a more holistic overview of the domain under study. Based on literature review six key thematic areas were identified in CB research of early stage of the pandemic: Environmental Factors, Social Media CB and Business Strategies , Personal and Psychological Characteristics , Purchase Process , and Panic buying . The conclusions present limitations inherent to systematic literature review articles, in particular the filters used to limit the search.","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47641213","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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