International Journal of Marketing Communication and New Media最新文献

{"title":"Marketing Strategies and Market Share Growth in the Rwanda’s Coffee Industry; A Case of Coffee Business Centre","authors":"","doi":"10.53819/81018102t5289","DOIUrl":"https://doi.org/10.53819/81018102t5289","url":null,"abstract":"The purpose of this study was to assess the effect of marketing strategies and market share growth in Rwanda’s coffee industry. The study was guided by the following specific objectives:  To determine effect of product strategy on the market share growth for coffee business centre ltd; to examine the effect of pricing strategy on the market share growth for coffee business center ltd and to assess the effect of digitalization strategy on the market share growth for coffee business center ltd. This study adopted a descriptive design. The study’s target population as well as sample size was 110 respondents; the sample size was selected to yield reliable results. The study conducted inferential and descriptive statistics. The showed that there is strong positive correlation between product strategy and market share growth of coffee business center at r=.836; On the other hand, the results showed that there is positive correlation between pricing strategy and market share growth for coffee business center ltd at r=. 818, Furthermore, digitalization strategy influences the market share growth for coffee business center ltd at positive correlation of. 807. Based on the regression analysis, product strategy, pricing strategy and digitalization strategy effect market share growth at R2=0.765; the study concluded that combination of product strategy, pricing strategy and digitalization strategy influence highly the market share growth for coffee business center. Furthermore, the research recommend that pricing strategy should be implemented in effective manner as the way of increase company profitability as well as expanding market share. Further, digitalization facilitates company to increase sales, hence regularly posting and updating company products on website and social media is needed to increase market share for coffee business centre. Keywords: Marketing strategies, market share growth, coffee industry, Rwanda &nbsp","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"47 9","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134901054","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 Image and Consumer Decision Making in the Mobile Telecommunication Sector, Case Study of Tecno Mobile Ltd, Rwanda","authors":"","doi":"10.53819/81018102t30123","DOIUrl":"https://doi.org/10.53819/81018102t30123","url":null,"abstract":"A consumer's attitude towards a brand determines the behavior that the consumer will portray towards a particular brand and everything related to it. In the dynamic and fiercely competitive telecommunication industry, brand image plays a pivotal role in shaping consumer decision-making processes. This research explored the concept of brand image on consumer decision-making processes and specifically determined the effect of brand association, ascertained the effect of brand loyalty, established the effect of brand quality, and finally examined the effect of brand awareness on consumer decision-making at Tecno Mobile LTD, Rwanda in the context of the telecommunication industry. The study was anchored on various theories and models, such as the uncertainty reduction theory, brand equity model, and consumer decision-making model, which have been employed to understand the mechanisms through which brand image influences consumers' decision-making choices. The study adopted a descriptive research design and cross-section research design. The population of the study encompassed 88 respondents. Probability sampling techniques of simple random sampling and convenient sampling facilitated the census approach since the unit of observation is small. The data collected was analyzed employing both descriptive and inferential statistics. A significant and positive effect of brand association factors on consumer decision-making (β1=0.068, t=0.313; p>0.05) was observed. Correspondingly, brand loyalty factors depicted a significant and positive effect on consumer decision-making (β2=0.088, t=0.773; p>0.05). There was a positive and significant effect of brand quality factors on consumer decision-making (β3=0.730, t=.605; p<0.05). Brand awareness factors also portrayed a significant and positive effect on consumer decision-making (β4=-0.051, t=-0.046; p>0.05). The study found that all variables exhibited a significant and positive relationship with consumer decision-making. Every unit change in the beta values presented a unit change increase in consumer decision-making. This concluded that all the null hypotheses were rejected. Keywords: Brand Image, Consumer Decision Making, Mobile Telecommunication, Tecno Mobile Ltd, Rwanda &nbsp","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"113 2","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135137954","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Relationship between Relationship Marketing and Brand Loyalty in Mobile Telecom Service Providers: Case of Nairobi County, Kenya","authors":"Jessica Atieno Ooko","doi":"10.53819/81018102t2190","DOIUrl":"https://doi.org/10.53819/81018102t2190","url":null,"abstract":"Relationship marketing remains a major predictor of brand loyalty in the telecommunication industry. Regardless of this, mobile telecommunication firms in Kenya are yet to achieve required brand loyalty levels. This is evident given high levels of switching freedom and churn rate levels which rose from 21.20% to 31.45% in Safaricom, while in Airtel, this rose from 4.9% to 6.0% in 2021. The main purpose of this study was to investigate the effect of relationship marketing on brand loyalty in mobile telecommunication service providers in Kenya. The study was hinged relationship marketing theory and descriptive research design. Target population was 124,849 subscribers drawn from four telecoms; Safaricom, Airtel, Telecom and Equitel. Stratified sampling technique was used to select a representative sample of 443 respondents. The primary data for the study was collected using a closed ended survey instrument. The study adopted Cronbach’s metrics of alpha to determine the internal consistency of the instrument while its validity was assessed by supervisors. Quantitative data was analyzed using both descriptive statistics (frequencies, percentages, means, standard deviation) and inferential statistics (Correlation and Regression). The findings indicated that there is a positive and significant relationship between relationship marketing and brand loyalty, where relationship marketing explained 60.1% of the variance in mobile telecommunication service providers brand loyalty. The study concludes that relationship marketing has a significant effect on brand loyalty. The telecos management should put more effort on human interactions and activities, enhanced Collaborative Perspective, aligned and empowerment employee and value co-creation behaviors in order to advance relationship marketing Keywords: Relationship Marketing, Brand Loyalty","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"44 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135981963","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":"Digital Marketing and Sales Performance of Agribusinesses under Tanzania Horticultural Association: The Case of Small and Medium-Sized Enterprises in Arusha, Tanzania","authors":"Cecilia Luhatanisa","doi":"10.53819/81018102t4191","DOIUrl":"https://doi.org/10.53819/81018102t4191","url":null,"abstract":"To be digital, one must consider more than one tool or media. As a result, no firm organization can escape using digital technology for data collecting, performance improvement, producing high-quality items, or marketing, among other things. The purpose of this study was to assess the effectiveness of digital marketing as a sales boost among small and medium-sized firms registered with TAHA in Arusha, Tanzania. The specific objectives were to determine the effectiveness of YouTube, Facebook, SMS and MMS in enhancing sales marketing performance of SMEs in Arusha, Tanzania. The study was informed by both social exchange theory and the diffusion of innovation theory. A mixed-methods research strategy was utilized in this study, which included 705 Tanzania Horticultural Association (TAHA) members. 255 respondents and a simple random sampling procedure were used to establish the sample size. The research used primary information collected via the use of semi-structured questionnaires. Inferential and descriptive statistics were used to analyse the data in SPSS version 26.0. The results of the study showed that the variables YouTube, Facebook, Small Message Service, and Multiple Message Service had a coefficient of determination (R2) of 0.629, which indicated that these variables were able to explain 62.9% of the sales marketing performance of SMEs in Arusha, Tanzania. In particular, the study found a positive and significant correlation between YouTube effectiveness and sales performance (β=0.184, p=0.020); a positive but not statistically significant correlation between Facebook and sales marketing performance (β =0.047, p=0.597); a positive and significant correlation between SMS and sales marketing performance (β=0.442, p=0.000); and a positive and significant correlation between MMS and sales performance. The research comes to the overall conclusion that digital marketing is an effective strategy for facilitating access to company information, particularly for individuals working with agribusinesses. The study thus recommends that there is a need of trying to streamline the usage of MMS and Facebook since it was seen to be insignificantly used even if it is very strong tool for advertisement. Keywords: Digital Marketing, Agribusinesses in Tanzania, Sales Performance, Horticultural Association, Small and Medium-Sized Enterprises in Arusha.","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"17 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2023-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80194422","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":"Strategies of Marketing in the Internationalization Process of SME: A Case Study on B2B Context","authors":"","doi":"10.54663/2182-9306.2023.sn13.6-28","DOIUrl":"https://doi.org/10.54663/2182-9306.2023.sn13.6-28","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2023-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48205659","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":"Services Marketing: Where Are We Now?","authors":"","doi":"10.54663/2182-9306.2023.sn13.1-5","DOIUrl":"https://doi.org/10.54663/2182-9306.2023.sn13.1-5","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2023-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49091315","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A influencia da qualidade do serviço na relação de consultoria","authors":"","doi":"10.54663/2182-9306.2023.sn13.95-124","DOIUrl":"https://doi.org/10.54663/2182-9306.2023.sn13.95-124","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2023-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48044777","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":"Digital Customer Experiences: A Multiple Case Study Approach of Malaysia Financial Institutions","authors":"","doi":"10.54663/2182-9306.2023.sn13.29-55","DOIUrl":"https://doi.org/10.54663/2182-9306.2023.sn13.29-55","url":null,"abstract":"This study presents evidence on the initiatives and transformation model in Malaysia Financial Institutions. Offers a case analysis of Digital Transformation (DT) from a financial institution’s perspective and considers the annual reports of eight local banks published by Bursa Malaysia (Malaysian Stock Exchange) that define their digital customer experience plans. The study applies qualitative analysis, purposive sampling, and case analysis using a text-mining method to the annual reports. In assessing the initiatives, customers emphasize the bank practices focusing on understanding and delivering value-in-use.","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2023-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44603025","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":"Enhancing Social Media Engagement for Logistics Services Branding","authors":"","doi":"10.54663/2182-9306.2023.sn13.125-155","DOIUrl":"https://doi.org/10.54663/2182-9306.2023.sn13.125-155","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2023-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43455188","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":"Comunicación del marketing y Gestión de relación con clientes de servicios de yoga: Netnografía comparativa pre y post pandemia en Facebook","authors":"","doi":"10.54663/2182-9306.2023.sn13.77-94","DOIUrl":"https://doi.org/10.54663/2182-9306.2023.sn13.77-94","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2023-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44076420","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}