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In recent years, women's sport has experienced sustained growth, resulting in a positive shift in media coverage and increased attention from corporate sponsors. Past research has extended our understanding of the challenges, objectives and motivations of sponsors however, less is known with respect to whether sponsor communication perpetuates a gender-based narrative. In addressing this research gap, this study examines women's sport sponsor communication to understand how gender stereotyping manifests in messaging around sponsorship objectives and women's sport/athletes. Findings show that sponsor communication of objectives mirrors the traditional social roles held by women (centred on a communal orientation), while agentic gender traits associated with masculinity emerge in communication around women's sport/athletes. Our study highlights the importance of message framing in sponsor communication and the need for simultaneously embracing and valuing both feminine and masculine traits. This is an important step towards creating a balanced narrative around women athletes and women's sport. [ABSTRACT FROM AUTHOR]

This study examined the relationship between brand sustainability and Saudi consumer well-being based on the PEOM model of marketing communications and PERMA well-being dimensions, and the relationship between brand sustainability and Saudi consumer well-being. This study used a quantitative approach and employed a descriptive analytical approach, with a field survey focusing on the PEOM and PERMA dimensions, as well as brand sustainability. This study collected primary data from Saudi customers in the first quarter of the year 2024. The results indicated that the economic dimension of brand sustainability was more important to consumers, followed by social and environmental dimensions. Among the preferred marketing communication channels, earned media achieved the highest score, followed by owned and paid media. Engagement and positive emotions emerged as the most prominent well-being dimensions. This study identified significant relationships between Saudi consumer well-being and marketing communication tools, Saudi consumer well-being and brand sustainability dimensions, and marketing communication tools and brand sustainability, emphasizing the importance of demographic factors. These findings suggest that reallocating marketing budgets to focus on earned and owned media can enhance consumer engagement and well-being. This study underscores the essential role of integrated marketing communication strategies within the framework of the PERMA model in advancing consumer well-being and brand sustainability. [ABSTRACT FROM AUTHOR]

The development of digital transformation both in the European Union and in Latvia is affected by a variety of regulations, laws, guidelines and programmes, the objectives of which determine the use of contemporary digital technologies (including artificial intelligence) and the development of digital skills for enhancing the operational efficiency and productivity of businesses. The goal of the article is to identify the disadvantages and risks associated with the use of AI in digital marketing communication. To complete the goal the use of AI was brought up to date, covering both concepts and applications, as well as advantages of using AI in digital marketing communication, because the advantages are the causes of any disadvantages and potential risks. In order to attain the goal, bibliometric analysis, monographic method and secondary data analysis was used, as well as scientific literature was analyzed. As a result, the following types of artificial intelligence were identified: machine learning, computer vision, robotics, speech recognition and natural language processing, as well as related technologies--cloud computing technologies and augmented and virtual reality. The possibilities of using artificial intelligence and integrating it into various digital marketing communication activities--search engine marketing, digital advertising, e-mail marketing, social media marketing, public relations, sales promotion, personal selling, as well as review marketing and in neuromarketing--were explored. The use of artificial intelligence presents many advantages--financial savings, easier processing and analysis of high data volumes, time savings, applicability in different spheres, non-stop operation (immediate response), and personalized marketing strategies. However, a number of disadvantages were found, too, as there are potential risks associated with feasibility studies, technology compliance, privacy and data protection, cybersecurity, psychological information manipulation attacks, competence, structural labor availability, automation and technology, and outsourced service providers or third parties. [ABSTRACT FROM AUTHOR]

Brand image has an important role in delivering the company to its goals or targets. Currently, the competition in the iced tea cold drink market is very tight and mushrooming everywhere so that this is the cause of Iced Teh Solo 1987 experiencing a consistent decline in sales in recent months. These problems should be solved through strengthening the brand image so that customer trust can be built. This study aims to analyze the marketing communication strategies carried out by Es Teh Solo 1987 Warakas branch in building a brand image. This research was completed using a descriptive qualitative method with data collection techniques through observation and interviews. The data analysis techniques used in this study are in the form of the reduction stage and the presentation stage. The results of this study show that Es Teh Solo 1987 uses five ways to maintain its brand image as a cheap and affordable brand. The five ways are through personal sales, events and experiences, public relations, sales promotion, and corporate branding. [ABSTRACT FROM AUTHOR]

Marketing communication has the function of conveying information, persuading and reminding potential consumers of products and services for making purchasing decisions. The type of product, the target market for prospective consumers, the strength of the network owned and the company's ability in terms of promotion budget are aspects that need to be considered in determining the form and channel of marketing communication for a product. Persuasive communication plays an important role for the company's success in influencing prospective customers to respond and act according to what is expected in relation to product marketing. Word of mouth about the experiences of customers who have enjoyed the company's products and services forms word of mouth which is an effective communication medium in influencing the decision making of other prospective customers. This study uses a qualitative approach and is descriptive in nature, aims to describe and analyze the application of persuasive communication elements and word of mouth elements as a form and channel of marketing communication for Hajj Savings at Panin Dubai Syariah Bank. The data used in this study are primary and secondary data. Primary data was obtained from direct observation and interviews, while secondary data was obtained from the results of research that had been carried out by previous researchers and scientific reports contained in articles or journals regarding persuasive communication and word of mouth. The results of the study show that the elements of persuasive communication (claims, warrants and data) are implemented in verbal communication by the opinion leaders and non-verbally in the choice of media sentences to promote PDSB Hajj Savings products. Word of mouth elements (WoM Units, Participants, Venues, Actions and Outcomes) occur and are implemented in the interaction process both by opinion leaders to the community and Hajj Savings customers who have experienced PDSB Hajj Savings services to the surrounding community. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Selcuk Communication / Selcuk Iletisim is the property of Journal of Selcuk Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

It is a known fact that worldwide there is a high failure rate amongst Small, Micro and Medium Entreprises (SMMEs), and this also applies to SMME’s located in South African townships. The township economy in South Africa has gained significant attention in recent years due to its potential to drive inclusive economic growth and reduce inequality. As more than 40% of South Africa’s population resides in the townships, the development of township economies via formal and informal business development is crucial for employment creation as well as the alleviation of poverty. In order to achieve this, a thorough analysis of the state of retail networks in townships in South Africa is needed. Despite their access to huge markets in the townships, most of the SMMEs do not grow to become established large and formal businesses. The purpose of this study is therefore to develop a growth and development framework to guide and support the development of spaza shops to become large, self-sustainable and profitable businesses operating in the township economy. To obtain empirical data, 500 spaza shop owners were asked to complete a questionnaire. A total of 196 useable response were received back which represents a response rate of 39,2%. It can be concluded from the research that marketing plays a vital role in the growth and sustainability of a SMME although 97% indicated they do nothing to market their spaza shop. The majority of spaza shop owners (97%) indicated that they buy their stock from wholesalers while 13,3% bought their stock from Shoprite, a retailer in the area. A total of 75,5% of respondents indicated that there are too much competition in the township and this competition is primarily from other spaza shops in the area (88,2%). It was interesting to note that 73,7% of spaza shop owners believed the township is big enough to sustain their business. A total of 63,7% of respondents indicate a propensity to work together with national brands. Based on the findings there is a need to work together with national brands on a more formal level in order to be more competitive and sustainable.

The communicative noise phenomenon as a destructive element of marketing communication aimed at promoting product innovation has been analyzed. In the process of solving the set tasks the attention has been focused on the study of communicative noise of recipient and addressee of marketing information about an innovative product, since the noises of this type are the most complex and problematic ones due to their latency and weak controllability. Their essence lies in errors/failures of coding-decoding of marketing information in the process of a company’s interaction with potential consumers of its product innovation. As the conducted research result, the following communicative noises of recipient and addressee of marketing information about an innovative product have been identified and analyzed: incorrect positioning of an innovation; semantic dissonance of the brand image and its product innovation; incorrect advertising concept of an innovation; weak or incorrect creative idea of the innovation advertising; incorrect choice of tools for promoting an innovation; differences in the perception of an innovation related to social and demographic characteristics of consumers (gender, sex, age, education, and income), consumers’ belonging to one or another culture (cultural and ethnic or religious affiliation), and individual-psychological characteristics (personality type, individual value system, degree of dependence on the social environment, and the level of resistance to psychological influence).

The interdisciplinary nature and rapidly expanding literature stream devoted to influencer marketing makes it difficult to stay abreast of the current research while simultaneously moving the field of knowledge forward. The goal of this article, then, is to take a look back, reviewing the disparate literature, in order to look ahead, guiding future research towards fruitful underexplored avenues of discovery. Using a framework-based scoping review, a retrospective examination of 150 articles is provided with emphasis on identifying publication trends, theories, contexts, constructs/concepts, and methodological approaches. These findings allow for a thorough discussion of gaps in extant knowledge, emerging themes and trends, and directions for future research. As such, this review provides a sound theoretical and practical basis for continued development within the field. [ABSTRACT FROM AUTHOR]

Language is critical to the effectiveness of marketing messages. Achieving a desired outcome requires arranging words to formulate a message (i.e., syntax), but this task is not trivial. The authors study the role of syntax in marketing communications by focusing on syntactic surprise (i.e., how unexpected the syntax of a message is). They introduce a measure that captures syntactic surprise, establishes its internal and external validity, and tests its effectiveness for marketing messages. In a series of studies that include field data and randomized field experiments from contexts such as donations, advertising, and product reviews, the authors show that a message's syntactic surprise is related to its effectiveness. This relationship follows an inverted U-shape, such that medium-syntactic-surprise messages are the most effective. The authors then conduct experiments on Facebook and Instagram to demonstrate how these findings can be used to write effective marketing messages. In collaboration with two independent companies, they show that ads for products, services, or jobs that are written with medium syntactic surprise result in higher click-through rates than ads written with low or high syntactic surprise. [ABSTRACT FROM AUTHOR]

Purpose – The study aims to analyze consumer reaction to counterintuitive communication linked to the LGBTQIAP+ cause. Design/methodology/approach – The theoretical framework focused on marketing communication, counterintuitive communication and the insertion of the LGBTQIAP+ issue in them. A hypothetical-deductive approach was adopted, carried out through an online experiment with a factorial design 2 (high involvement product − wedding ring × low involvement − perfume) × 2 (homosexual couple − counterintuitive × heterosexual − intuitive), with two subsequent steps: eye tracker collection (n = 21) and questionnaire application (n = 136). Findings – It was possible to attest to the differences between traditional (intuitive) and counterintuitive marketing communications, identified both in terms of visualizations and fixations (eye tracking), and objective responses (online questionnaire), finding more positive consumer behavior in the case of counterintuitive communication with insertion of the LGBTQIAP+ cause. Research limitations/implications – Marketing communication has great potential to create “new/other” values and worldviews, thus having an important role in social responsibility that goes beyond the marketing sphere. Precisely in this context, the study contributes to endorse the literature concerning counterintuitive communication, reinforcing the increasing importance and favorable scenario for its practice, as well as highlighting its importance as an efficient marketing strategy. Originality/value – The study extends the understanding of counterintuitive communication with the scope of an investigation linked to the LGBTQIAP+ cause, especially from the perspective of the receiving public, the consumers. Furthermore, it advances in the sense of aggregating empirical evidence by means of both exploratory (with neuroscientific technique as eye tracking) and explanatory factors.

Social media live shopping has grown rapidly and become common in Indonesian e-commerce since 2020. The development of live and real-time interactions between streamers and audiences establishes trans-parasocial relationships. The relationship is an extension of the parasocial concept, where this seemingly reciprocal relationship occurs between streamers and their audience. This study aims to explore the processes and patterns of forming trans-parasocial relationships between streamers and audiences during TikTok Shop live shopping sessions in Indonesia. This study employs a qualitative method with a netnography study conducted during TikTok Shop live session and postsession comments on X/Twitter. The data include verbal statements from the streamers and audiences on the chat sections, as well as the audience’s posts with keywords related to streamers on platform X/Twitter. Based on data categorization analysis, this study identifies five aspects of the formation of trans-parasocial relationships; (1) building proximity, (2) engaging in self-disclosure, (3) addressing personal acquaintances, (2) receiving audiences’ responses, and (5) creating a reciprocal interaction. The proximity between streamers and audiences can be virtually built by both parties by incorporating conversations about topics rather than products during live sessions. The formation of trans-parasocial relationships leads the audience to keep watching TikTok live shopping and could become a strategic online marketing communication method. [ABSTRACT FROM AUTHOR]

Telemarketing is one method of marketing and socializing products using telephone media that is often used by companies. In this method, many results are not good in terms of sales due to the lack of understanding of good communication ethics from marketers. Communication ethics have an important role in maintaining professionalism and achieving goals in the telemarketing team. PT Telmark Integration Indonesia is a company engaged in BPO (Business Process Outsourcing), with one of the services provided is sales through telemarketing. This study aims to analyze the practice of communication ethics applied in the telemarketing team at PT Telmark Integration Indonesia. The research methods used are interviews with telemarketing team members and document analysis of policies and guidelines related to communication ethics. The results showed that with improved, more intensive training factors on communication ethics, effective conflict management, as well as awareness of the importance of privacy and security of customer data that the telemarketing team at PT Telmark Integrasi Indonesi can improve the results of telemarketing. [ABSTRACT FROM AUTHOR]

Copyright of Studii de Ştiintă şi Cultură is the property of Studii de Stiinta si Cultura and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This study provides a big picture of research in the field of food marketing communication targeting children. It aims to identify conceptual and methodological gaps, and set future research agenda for investigating less-explored aspects of food marketing communication effects on children's food choices. A content analysis of the most influential scientific literature related to food marketing communication targeting children was conducted. Each eligible paper was analyzed based on lines of research and methodology. Analysis of 495 eligible papers revealed that "advertising" was the dominant line of research, followed by "sales promotion". The most common research method was content analysis, and the most common analysis technique was comparison tests. Among data gathering methods, two categories of "structured questionnaires and surveys" and "nonreactive measures" had the most frequencies. One of the main findings of this study is the scarcity of research within the domains of "personal selling", "direct marketing" and "public relations", all of which have significant potential in influencing children's food behaviors, both unhealthy and healthy. Additionally, there is the lack of studies using methods to consider children's voices that will be discussed based on the United Nations Convention on the Rights of the Child. [ABSTRACT FROM AUTHOR]

This paper deals with the analysis of the preferences of different customer generations in Slovakia in the field of marketing communication and its influence on consumer behaviour. Currently, marketing communication is an integral part of company strategies and has a key influence on how customers choose products or services. With the increasing importance of the generational segmentation of customers, understanding their individual preferences and tendencies in communication becomes an essential prerequisite for success. In this paper, we explore how preferences differ between Baby Boomers, Generation X, Generation Y, and Generation Z, and how these preferences influence their consumer behaviour. Based on the analysis of primary and secondary data, the main trends and preferences of generations in the field of marketing communication were identified. This paper provides useful information that can be used by companies in the creation and implementation of marketing strategies. At the same time, the paper enables a better understanding of the dynamics of consumer behaviour in the context of generational preferences and will help identify opportunities for improving marketing activities and more effective communication with target groups. [ABSTRACT FROM AUTHOR]

Despite the growing importance of green consumption, the green attitude–behaviour gap remains a key challenge, highlighting the discrepancy between consumers' expressed environmental concerns and their actual sustainable-purchasing practices. This study identified key determinants of consumers' sustainable behaviours and the influence of sustainable development goals-related marketing communication across socio-demographic groups. A quantitative causal research design was employed based on a self-administered online questionnaire targeting the Slovenian population (N = 502). The findings indicate a positive, though weak (ρ = 0.384), correlation between consumers' attitudes and their behaviours. A substantial and significant positive influence of marketing communication, psychological, and social determinants on pro-environmental behaviour was found, while lifestyle inhibited this behaviour. An analysis of the marketing communication dimension showed that it had the greatest influence on men, consumers aged 35 years or more and those with lower education and income, especially through the information received, trust, and advertisement attractiveness. These results suggest the need for tailored marketing strategies that emphasise practical benefits and trustworthy information to effectively promote sustainable practices. This research underscores the importance of clear and credible marketing communications in fostering sustainable consumer behaviour, particularly in regions where scepticism towards marketing claims is widespread. [ABSTRACT FROM AUTHOR]

Copyright of Erciyes Akademi is the property of Erciyes Universitesi Sosyal Bilimler Dergisi and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The current research explores the impact of fans' team identification on their emotional responses towards diversity, equity and inclusion (DEI) initiatives by sporting organisations. Using the theoretical lens of Construal Level Theory (CLT), two experimental studies were conducted in Australia (n = 386) and the US (n = 402) to understand how fans' level of team identification and the framing of communication by sporting organisations influence their emotional responses. The findings suggest that fans with low levels of team identification are more likely to feel disgust towards abstract reasoning for DEI initiatives and are more likely to abandon their support for the team. In contrast, fans with high levels of team identification were less likely to feel disgust and less likely to abandon their support for the team. These results have important implications for both theory and practice. Theoretical implications of this research suggest that CLT can provide a useful framework for understanding the emotional responses of fans towards DEI initiatives. The findings also support previous research suggesting team identification is an important predictor of fan behaviour. Practical implications of this research suggest that sports marketers and organisations should carefully consider their communication strategies when promoting DEI initiatives. [ABSTRACT FROM AUTHOR]

Higher education institutions (HEIs) invest substantially in their social media presence for marketing, branding, student engagement, and recruitment purposes. To better understand HEIS' current social media strategies, this study developed a mixed-method approach to analyze Facebook content and posting practices of postsecondary institutions in Ontario, Canada. A total of 13,467 Facebook posts from 42 HEIs were collected using the Napoleon Cat application, and subsequently coded and analyzed. Applying descriptive statistics and regression analysis alongside content analysis, results demonstrate that HEIs generally followed similar practices concerning posting frequency, length, types, and timing. Although HEIs employed all five main branding positions – namely Elite, Nurturing, Campus, Outcome, and Commodity – HEIs were found to concentrate on promoting Nurturing elements and Campus activities. Moreover, results revealed several significant differences in strategies of institutions with different sizes (large, medium, and small) as well as different types (university and college) in both marketing activities and branding positions. [ABSTRACT FROM AUTHOR]

The development of technology has made many social media a means to channel information and communication. The media that is currently often used by the public is TikTok. Indonesia is the second largest market in the world for TikTok users in 2023 with 106.52 million active users. The type of research used by the researcher is qualitative descriptive, data collection techniques using observation and interview methods, book literature, scientific journals, and interviews with 5 adolescent informants of TikTok followers Somethinc in Cirebon City. With its proven quality, as well as the delivery of messages through promotions, Somethinc has succeeded in building brand awareness among teenagers in Cirebon City so that its products are liked and in great demand. TikTok social media as a means of attracting buying interest is because of its attractive content accompanied by influencer support that helps the process of delivering the message desired by business actors, as well as the existence of a live shopping feature that makes the audience interested in buying because of the many promos, free shipping fees and discounts obtained as well as live chat interactions that make it easier for consumers to solve their problems. TikTok social media is a strategic media as a means of promotion in attracting interest in buying Somethinc products. This is due to the attention of consumers in the form of informative content, on TikTok social media there are many attractive promos that make consumers interested in buying, and there is a message feature in TikTok social media that makes it easier for consumers to interact with business actors directly with the aim of getting solutions to obstacles. [ABSTRACT FROM AUTHOR]

The paper systematically analyses existing scientific work using the PRISMA model, focusing on advanced approaches to exploring the impact of marketing communication on consumer behaviour. Based on an extensive review of journal sources from the Web of Science database, it identifies advanced methodological approaches such as neuroscientific techniques, big data analysis and artificial intelligence. These techniques enable a deeper understanding of consumers' cognitive and emotional responses to various forms of marketing communications, including social media, visual elements, and personalized campaigns. The results of the paper suggest that the integration of these innovative approaches provides valuable insights that can improve the effectiveness of marketing strategies. Thus, the paper contributes to expand the theoretical and practical knowledge in the field of marketing and consumer behaviour, offering direction for future research and applications in practice. [ABSTRACT FROM AUTHOR]

Brand awareness is an important aspect for all companies to be known by their target market. This is important to ensure brands can survive the increasingly fierce business competition. In the midst of the increasing number of healthy sachet drink brands that have emerged, each brand needs to show their differentiating side in order to be able to compete. This is what encourages PT Nutrifood to increase brand awareness, one of which is through the event sponsorship strategy. This research aims to find out how PT Nutrifood can increase brand awareness through sponsorship events. This study uses marketing communication mix theory and qualitative methodology with a descriptive case study research type. The data collection techniques used are observation, in-depth interviews, and documentation. In-depth interviews were conducted with four informants: key informants, first informants, second informants and third informants. This study shows that the marketing communication used by PT Nutrifood in increasing brand awareness by using several elements or communication mixes that are interrelated. The results of the study show that event sponsorship activities carried out by PT Nutrifood and its partners have succeeded in increasing brand awareness [ABSTRACT FROM AUTHOR]

This study provides the first investigation of the complete group of variables in the expanded theory of uses and gratifications on consumer engagement in an all-service social media platform. Consumer engagement is measured both from a psychological state and behavioral perspective, an approach which is important since the antecedent variables in uses and gratifications theory have both psychological and behavioral manifestations. A survey is conducted in Mainland China on WeChat with 805 respondents. Antecedent variables and consumer engagement are measured using previously validated scales. Regression analyses find that the antecedent variables of entertainment, integration/social interaction, personal identity, information, remuneration, and empowerment are significantly associated with consumer engagement on WeChat. Age and gender relationships are also explored in correlation and regression analyses, with associations strongest among males and older groups. The results give added support to the relevance of the uses and gratifications theoretical framework.

The objective of the research is 1) to study the product potential of the Ban Wang Rang Yai Food Processing Community Enterprise. 2) to create online media for the marketing communication of the Ban Wang Rang Yai Food Processing Community Enterprise at Makluea Kao Subdistrict, Sung Noen District, Nakhon Ratchasima Province. The research could add value and increase the community incomes. In addition, it was the research for development, which was conducted with the qualitative research methods. The tools were the interview form and the focus group. Then the content analysis was conducted. There were 15 key informants, included with the community development academicians in Sung Noen District, the marketing and marketing communication academicians and the members of the Ban Wang Rang Yai Food Processing Community Enterprise in Sung Noen District, Nakhon Ratchasima Province. The results revealed that 1) The Ban Wang Rang Yai food processing community enterprise had the potential in growing Hokkaido fresh milk corn. The group had the systems and processes for the production. The group also could build the careers and distribute the income within the community and the nearby communities and 2) the online marketing communication designed media ; the brands, the infographics, the online posters, the video clips, the product photos used for promoting on the page, the online brochure and LINE stickers, could extend the awareness of the identity and the brand. Moreover, the online media also could add the value to products and sustainably increase the community income. บทคัดย่อ: การวิจัยเรื่องนี้มีวัตถุประสงค์การวิจัย คือ 1) เพื่อศึกษาศักยภาพผลิตภัณฑ์ของกลุ่มวิสาหกิจชุมชนแปรรูปอาหารบ้านวังรางใหญ่ และ 2) เพื่อสร้างสื่อออนไลน์สำหรับการสื่อสารการตลาดของกลุ่มวิสาหกิจชุมชนแปรรูปอาหารบ้านวังรางใหญ่ ตำบลมะเกลือเก่า อำเภอสูงเนิน จังหวัดนครราชสีมา การวิจัยครั้งนี้จะสามารถสร้างมูลค่าเพิ่มและยกระดับรายได้ชุมชน การวิจัยนี้เป็นการวิจัยเพื่อการพัฒนา ดำเนินการวิจัยด้วยวิธีการวิจัยเชิงคุณภาพ เครื่องมือวิจัย คือ แบบสัมภาษณ์และสนทนากลุ่ม แล้วนำข้อมูลที่ได้มาทำการวิเคราะห์เนื้อหา โดยผู้ให้ข้อมูลหลักจำนวน 15 คน ประกอบด้วย นักวิชาการพัฒนาการชุมชนอำเภอสูงเนิน นักวิชาการด้านการตลาดและสื่อสารการตลาด และสมาชิกกลุ่มวิสาหกิจชุมชนแปรรูปอาหารบ้านวังรางใหญ่ อำเภอสูงเนิน จังหวัดนครราชสีมา ด้วยการสัมภาษณ์และการสนทนากลุ่ม ผลการวิจัยพบว่า 1) กลุ่มวิสาหกิจชุมชนแปรรูปอาหารบ้านวังรางใหญ่ มีศักยภาพในการประกอบอาชีพปลูกข้าวโพดนมสดฮอกไกโด กลุ่มมีระบบและกระบวนการในการดำเนินการผลิต สามารถสร้างงาน สร้างอาชีพและกระจายรายได้ภายในชุมชนและชุมชนใกล้เคียง และ 2) การออกแบบสื่อที่ใช้ในการสื่อสารการตลาดประเภทสื่อออนไลน์ ประกอบด้วย ตราสินค้า อินโฟกราฟิก โปสเตอร์ออนไลน์ คลิปวิดีโอ ภาพถ่ายสินค้าใช้โปรโมทลงเพจ แผ่นพับออนไลน์ และสติ๊กเกอร์ไลน์ สามารถสร้างอัตลักษณ์และสร้างการรับรู้ตราสินค้าในวงกว้าง สื่อออนไลน์ดังกล่าวยังสร้างมูลค่าเพิ่มให้กับสินค้าและยกระดับรายได้ชุมชนอย่างยั่งยืน

People who engage in indulgent consumption often are viewed as having poor self-control. In this research, however, eight studies provide converging support that indulgent consumption can have a positive effect: signaling interpersonal warmth. Specifically, consumers who post indulgent (vs. healthy) consumption content on social media are perceived as warmer (Study 1). The effect occurs because consumers believe that indulgent consumption is what people genuinely prefer, so indulgent (vs. healthy) consumption seems more authentic, and authenticity mediates the effect of indulgent consumption on perceived warmth (Studies 2a and 2b). Providing additional support for the authenticity mechanism, the authors show that the positive effect of indulgent (vs. healthy) consumption on perceived warmth is attenuated when the indulgent content is sponsored, which casts doubt on its authenticity (Study 3). Further, sharing sharing indulgent consumption can increase the appeal of a service provider among consumers who are seeking a warm service provider, but this occurs only when the content is not sponsored (Studies 4a and 4b). Finally, the effect of sharing indulgent (vs. healthy) consumption has downstream consequences for audience engagement on Instagram (Studies 5a and 5b). This research sheds light on how to cultivate interpersonal warmth in marketing communication and personal branding. [ABSTRACT FROM AUTHOR]

Purpose: The overall aim of the presented paper was to identify the main areas of application of artificial intelligence in advertising activities. Design/methodology/approach: In order to realise the objectives of this paper, it was decided to use two research methods: bibliometric analysis and a multiple case study. First, a quantitative analysis of the resources of the Scopus and Web of Science databases was carried out, which was used to isolate the main research areas concerning the application of artificial intelligence in advertising. Next, examples of advertisements from the business world that use artificial intelligence were searched for and assigned to each research area. In the final phase, the case studies were related to the results of a qualitative analysis of the literature exported during bibliometric research. Findings: With capabilities such as analysing, automating, creating and optimising, AI systems can have a variety of applications in advertising. In particular, they are used to monitor trends, targeting, behavioural prediction, personalisation, creation, audience interaction and engagement. Research limitations/implications: The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. Practical implications: The conclusions of the study can serve to better understand the relevance of artificial intelligence for the advertising industry and the practical possibilities of its use. The results of the study can be used both in market practice and as inspiration for further research in this area. Originality/value: The article demonstrates the specificity of artificial intelligence in relation to promotion. The research uses examples from business practice. [ABSTRACT FROM AUTHOR]

This research aims to analyze marketing communication strategies, identify obstacles in marketing communication strategies, and find a model for marketing communication strategies. The research method used is qualitative with a qualitative descriptive approach. The subjects in this study consist of five main informants who are female weavers and marketers of woven songket fabric in Batu Bara, and there are two triangulation informants, namely the head of tourism and the chairman of the Tourism Awareness Group (Pokdarwis). This research utilizes communication theories with data collection methods including observation, indepth interviews, and documentation. The results of this study indicate that female weavers have implemented the 4Ps approach: Product, Price, Place, and Promotion. The obstacles faced by the weavers include physical barriers, status barriers, and cultural barriers. The researcher also found a model in the marketing communication strategy used by the weavers, namely a marketing communication model in the form of face-to-face sales, where sales are made directly to potential buyers followed by community engagement by building good relationships with buyers, fellow weavers, and related parties. Followed by direct marketing divided into offline and online marketing, advertising on social media, and finally conducting sales promotions by offering discounts or promotions on a product. [ABSTRACT FROM AUTHOR]

Purpose: In recent years, two-dimensional bar codes, most commonly found in the form of QR (Quick Response) codes, have become widespread. They are used to encode various information that can be read by smartphones, tablets and other electronic devices. The codes can convey information, at the same time triggering certain consumer reactions and behaviours. Despite the increasing use at the time of the pandemic, successful applications in promotional campaigns and a number of benefits for broadening the awareness of products labelled with them, the number of studies on QR codes is unsatisfactory. Adopting a micro-perspective of the consumer and marketing, a review of studies that address QR codes was conducted. The aim of the paper is to present publications and evaluate the current state of research relating to the acceptance and use of QR codes from the perspective of the consumer and marketing, and to identify future recommended lines of research. Design/methodology/approach: In this study, a systematic review of studies based on two academic publication databases (WoS and Scopus). Findings: Four main strands of research on QR codes from the consumers perspective were demonstrated: the acceptance of the new communication technology, the impact of the codes on the purchase decision process, their usefulness from the perspective of specific consumer needs, and the appearance and design of the codes. It can be expected that future research will focus on more specific issues, such as the acceptance of QR code technology in specific categories of products and services, including public services, representing a higher level of social trust, which is important in consumer optics. What is important in consumer behaviour are values, including environmental ones (buying environmentally friendly products, willingness to make sacrifices to protect the environment, and awareness of the consequences of consuming unsustainable products). They have so far been neglected in research and are an increasingly important motivation for consumers9 information-seeking behaviours through QR scanning. Originality/value: The findings gathered by the researchers on consumer behaviour toward QR codes can be useful in planning marketing and promotional strategies aimed at sustainable development and responsible consumption. They also serve theoretical and methodological development. [ABSTRACT FROM AUTHOR]

Background: Social media usage in Ghana is experiencing rapid growth. Leveraging social media can empower SMEs to overcome their challenges and enhance their visibility and profitability in the competitive business landscape. Purpose: This research investigated the utilization of social media tools in the marketing communication strategies of Small and Medium-scale Enterprises (SMEs) and explored their adoption. Additionally, the study examined the impact of social media usage on the profitability and growth of SMEs. Design/methodology/approach: The research aimed to survey 387 SMEs, with 200 providing fully completed questionnaires for analysis, resulting in a 52% response rate a notably reasonable figure compared to prior studies with smaller sample sizes. Findings/Result: The findings revealed that Facebook was the predominant social media platform employed by SMEs in Ghana, followed by Instagram, Twitter (X), TikTok, and LinkedIn. Notably, SMEs continued to heavily rely on their corporate websites for marketing communication. The study demonstrated a positive correlation between SMEs' use of social media and their profitability, indicating that social media usage enhances their financial performance. Furthermore, a positive and significant relationship was identified between SMEs' utilization of social media tools and their growth in Ghana. These results suggest that SMEs can leverage social media in their marketing communication efforts to drive sales and enhance overall growth prospects. Conclusion: The study indicated a positive association between social media usage and SMEs' profitability, suggesting enhanced performance in terms of profits. Moreover, leveraging social media can drive sales and improve growth prospects. Overall, the study provides empirical evidence of the profound impact of social media tools on SMEs in Ghana which is consistent with the expectations of diffusion of innovation theory and technology acceptance theory. Originality/value (State of the art): The study contributes a notable gap by delving into the adoption and impact of social media on Small and Medium-sized Enterprises (SMEs) in both developing and developed countries. In addition, this study offers valuable insights for SMEs seeking to leverage social media for expansion, growth, and improved performance. [ABSTRACT FROM AUTHOR]

The tourism industry is a key pillar in driving global economic growth, facilitating rich cultural exchanges, and driving community development. This study aims to measure the impact of marketing communication on visit intentions to Morotai Island, a tourist destination that captivates with its World War II historical heritage and cultural richness. This study used a quantitative method with a sample size of 210 respondents. Primary data was obtained from the research questionnaire and analyzed using LISREL-based Structural Equation Modeling (SEM). The findings show that there is a varying influence between marketing communication or promotion mix on the intention to visit tourist attractions. Advertising and sales promotion have no significant impact, while sponsorship and public relations significantly influence visit intention. The practical implications of this research underscore the wise allocation of marketing resources. Given the lack of effectiveness of advertising and sales promotion, the focus of investment needs to be emphasized on sponsorship and public relations strategies. [ABSTRACT FROM AUTHOR]

Purpose: The aim of this article is to present the changes in the use and basic advantages of social networks in the communication of public transport companies in voivodship cities. Design/methodology/approach: The study carried out consisted of analysing the content of the official websites belonging to the selected public transport service companies in order to see how the information on the social networks used (location of plug-ins) is shared, and a review of the active profiles on these sites was carried out to diagnose what content is published. The survey was conducted in October 2023. The results were cross-referenced with the corresponding survey carried out in 2017. Findings: The survey showed that of the 24 companies analysed from 18 cities, 20 use at least one of the social networks. The most common is Facebook - 19 companies have a profile, followed by YouTube - 9, Instagram - 7 and Twitter 5. 2 companies have profiles on 4 sites at the same time, 4 on 3 sites, 11 have 3 official profiles on different social networks, another 7 companies have 2 each and also 7 have one each. In the case of 4 entities, no profiles were found on social networks. The content, frequency and timeliness of publications on the profiles vary. Research limitations/implications: Social networks that were less popular at the time of writing (e.g. TikTok - official profiles were identified in 2 cases among the companies surveyed) were not included in the study. The objectives of the communication strategies of the individual entities are not known. This may be part of further research through in-depth interviews with those responsible for promoting the companies. It may also be possible to extend the research to other operators (e.g. inter-municipal, railway, smaller cities, etc.) and among the target audiences of the communication activities in particular services. Practical implications: On the basis of the author's audit of the communication activities of public transport companies on social networks, this article suggests that the use of social media is an appropriate tactic in the communication of companies (including municipal companies), both in the promotional dimension externally and in communication with citizens - service users, due to the participatory, interactive and open nature of social media. Originality/value: The publication presents the results of research carried out on the basis of the author's audit of the activity of the public transport companies from the voivodship's cities in the social media. [ABSTRACT FROM AUTHOR]

In the dynamic environment of global markets, understanding the complexity of the relationships between economic indicators and consumer behaviour, which can be deliberately influenced by targeted communication activities, is becoming a decisive competitive advantage in achieving economic prosperity for businesses. The aim of the study is, based on market data correlation, to explain and approach the interrelations of selected economic attributes and metrics of consumer behaviour. The inquiry is conducted in the scope of optimisation determination of the allocation of the purchase gradient of a business unit in the context of maximising the effect of communication and service activities oriented towards achieving economic prosperity of the business entity. The focus of the study reflects the application of the interconnectivity of market predisposition, characteristics of the target group and geographic servicing in the form of localisation of the business unit in the paradoxical situational model of Hotelling’s Law. The result of the study confirms the leveraging effect of transactional increase and the rationale of localised communication effect for influencing consumers’ purchase decision-making processes in the purchase pairing of a business unit. [ABSTRACT FROM AUTHOR]

Codes of ethics are crucial in communicating and building the values of organisations and their employees. This research study focuses on exploring various aspects of ethical behaviour and the impact of ethical constraints on employee performance in organisations. In the context of the growing importance of business ethics and human resource management, this study statistically identifies differences between organisations based on their ethical characteristics and strategies. The integration of ethics into corporate strategy is found to have an impact on the permissible behaviour and appearance of employees, with past ethical scandals leading to more stringent measures. In addition, the length and updating of the code of ethics affect the control over certain aspects of employee behaviour. These results underscore the importance of codes of ethics as tools for communication as well as for managing employee ethics and behaviour. They also highlight the role of multinational corporations in the diffusion of these practices and their impact on smaller market players, as well as the importance of managing workplace constraints. In conclusion, this study contributes to a deeper understanding of ethical practices and their importance within organisations. [ABSTRACT FROM AUTHOR]