International Journal of Marketing Communication and New Media最新文献

{"title":"A Variationist Sociolinguistics Study of Ewe Kente at Agortime Traditional Area in the Volta Region","authors":"Favour Mawutorwu Randy Mortey","doi":"10.53819/81018102t4096","DOIUrl":"https://doi.org/10.53819/81018102t4096","url":null,"abstract":"The proud kente cloth has knowledge and cultural heritage which has ceremonial, symbolic and authority about the wearer that is best known and mostly widely recognized of all textiles in Africa. Its unique features are wide and invokes powerful emotions as well as symbolizes the fundamental nonverbal codes ever imagined in Ghana which cuts across religion, ethnicity and instill national pride. The purpose of the study was to establish the unique message kente possesses and communicates to society as well as its status. Most of the existing writers center on textile weaving, tools and techniques in textile weaving and the aesthetic nature of kente. Though these writings are important contributions to kente, its nonverbal communicative codes have not been well documented. The adoption of the kente among Agortime-Kpetoe weavers was primarily influenced by sensory experience, fit, and interpersonal impact, which serves as an example of how several parts of the kente clothing are interconnected. The sociolinguistic theory is used as a theoretical lens in this work as well. The study made use of qualitative data for its purpose. 15 people were chosen to take part in the study using purposive sampling methods. Participants included kente cloth consumers and weavers. Data for the study was collected using an interviewing guide. Present the study’s findings before you conclude. The study finds that the Agotime Kente mostly use non-verbal codes to communicate. The study's conclusions showed that while most modern kente cloths do not communicate, certain distinctive ones do, particularly those that are currently being woven. These include clothes that express concepts of religion, rivalry, position, authority, and royalty to the user. This supports the belief of the Agotime society that non-verbal codes are more reliable and plausible for expressing royalty, authority, status, and communication between people. Keywords: Ewe kente, Symbols, Sociolinguistics, Communication, Agortime-Kpetoe","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"30 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-11-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88834258","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 Architecture, Customer Loyalty and Performance of Water Bottling Firms in Nairobi City County, Kenya","authors":"","doi":"10.53819/81018102t2096","DOIUrl":"https://doi.org/10.53819/81018102t2096","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"51 2","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-10-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72602500","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":"Relationship between Advertisement and Consumer Brand Preference at LG Couture France","authors":"","doi":"10.53819/81018102t5098","DOIUrl":"https://doi.org/10.53819/81018102t5098","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"49 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-08-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88672811","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":"Challenges and Opportunities for Main Stream Media and Journalism in a Digital and Social Media Environment: Perspective from Israel","authors":"Zalev D. Grossman","doi":"10.53819/81018102t4065","DOIUrl":"https://doi.org/10.53819/81018102t4065","url":null,"abstract":"Legacy media like broadcasters and especially newspapers by contrast are becoming relatively less important as distributors of news even as they remain very important producers of news. They are also under growing pressure to develop new digital business models as their existing sources of revenue decline or stagnate. The general response from legacy media has been a combination of investment in pursuing digital opportunities, cost–cutting and attempts at market consolidation in pursuit of market power and economies of scale. A methodological strategy for systematically analyzing citizen participation opportunities in the media is then proposed and applied. Because of the competition for attention and advertising, and the limited number of people who pay for online news, there are very few examples of legacy media that make a profit from their digital news operations despite twenty years of often substantial investments and sometimes significant audience reach. It is not clear that the new environment is significantly more hospitable for digital-born news media organizations. While they often have a lower cost base and can be more nimble in adapting to change, they face similar competition for both attention and advertising and so far represent a small part of overall investment in journalism. The study established that the consequences for informational diversity and media pluralism, key to freedom of expression are mixed. An increasingly digital media environment gives internet users access to more and more information from more and more sources, increasing the opportunities people have to use diverse sources and encounter different perspectives. The study concludes that the single biggest challenge facing journalism today in Israel is the public’s lack of trust in it. This is not a new challenge, but it is persistent, and it has been getting worse in the Country. Keywords: Challenges, Opportunities, Main stream media, Journalism, Digital, social media environment.","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"1 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-08-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89597247","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 Architecture and Performance of Water Bottling Firms in Nairobi City County, Kenya","authors":"S. A. Awinyo, F. Kibera, M. Kinoti, Winnie Njeru","doi":"10.53819/81018102t2089","DOIUrl":"https://doi.org/10.53819/81018102t2089","url":null,"abstract":"The broad objective of the study was to establish the effect of brand architecture on performance of water bottling firms in Nairobi City County, Kenya. The specific objectives were to determine the influence of brand architecture on firm performance. Testable hypothesis was derived from extant literature and tested through regression analysis. The study adopted a descriptive cross-sectional survey with primary data gathered from 209 major water bottling firms in Nairobi, using a semi-structured questionnaire. The study achieved a response rate of 67.9%. The data was analyzed using descriptive and inferential statistics. The research results revealed a statistically significant relationship between brand architecture and non-financial firm performance (R2 =0.704, F= 333.64, p-value<0.05); financial firm performance (R2 = 0.692, F= 314.904, p-value <0.05). These results are consistent with those of previous study findings on the relationship between brand architecture and firm performance. The study results will facilitate policy makers in the enactment of policies that will facilitate access to resources that promote investment in the brand development process linked to brand architecture. In practice, the findings will support managers in obtaining approval for additional resources required for brand architecture. The study underscores the significance of brand architecture in enhancing performance. The results of the study have contributed to theory, policy, and practice. The study outcomes enhance the existing brand architecture and firm performance body of knowledge, by empirically testing the hypotheses in the Kenyan context. Keywords: Brand Architecture, Firm Performance, Water Bottling Industry, Nairobi City County, Kenya","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"15 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87783573","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":"Relationship Marketing and Customer Purchase Decision of Insurance in Lagos State, Nigeria","authors":"O. Oluwabiyi","doi":"10.53819/81018102t4062","DOIUrl":"https://doi.org/10.53819/81018102t4062","url":null,"abstract":"The purchasing behavior of the nation’s insuring public determines the performance of the risk management and investment functions of insurance service, and its overall contribution to the development of the economy. In Nigeria, the contribution of insurance to the nation’s GDP is extremely low at 0.4% as majority of the population live without insurance protection. The low level of customer’s patronage may be attributed to inadequate application of relationship marketing factors. This study examined the influence of relationship marketing dimensions of customer awareness, customer trust, customer service quality, product innovation and customization, and customer satisfaction on customer purchase decision of Insurance in Lagos State, Nigeria. The study adopted a survey research design. The population of study consisted of 375,000 estimated consumers of insurance service in Lagos State, Nigeria. A sample size of 1,650 consumers were drawn from selected Local Government Areas of Lagos State through non-probability sampling technique. A questionnaire titled relationship marketing and market penetration of insurance was adapted and validated. The Cronbach’s Alpha coefficient for the constructs ranged between 0.76 and 0.90. A total of 1,650 copies of the questionnaire were administered, with a response rate of 80%. The data were analyzed using descriptive and inferential (multiple linear regression analysis) statistics. Findings revealed that relationship marketing had significant effect on customer purchase decision of Insurance (Adj. R2 = 0.420; F (5, 1306) = 190.773, p<0.05). Significant positive relationships were also found between some of the relationship marketing constructs and customer purchase decision of insurance. The study concluded that relationship marketing dimensions of customer awareness, customer trust, customer service quality, product innovation and customization, and customer satisfaction are significant predictors of customer purchase decision of insurance in Lagos State, Nigeria. Thus, to influence customer purchase decision of insurance, the adoption of relationship marketing is highly recommended. Keywords: Relationship Marketing, Customer Awareness, Customer Trust Customer Service Quality","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"1 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-08-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89955286","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 Equity and Customer Citizenship Behaviour among Students of Selected Universities within Mount Kenya Region","authors":"Ann Bonareri, Nkabu Clement, Guyo S. Huka","doi":"10.53819/81018102t6020","DOIUrl":"https://doi.org/10.53819/81018102t6020","url":null,"abstract":"The growing number of higher learning institutions in Kenya and around the world has emphasized the importance of brand equity in customer decision-making. Despite the role of brand equity, enrollment in public universities has been declining in the past three years. The study was conducted to establish the effect of brand equity on customer citizenship behaviour among students of selected universities within Mount Kenya region. The study was anchored on Keller brand theory. A descriptive research survey was utilized and a target population of 600 4th year students were selected from universities within Mount Kenya region. A sample size of 240 students was selected through simple random sampling. Primary data was collected using both closed and open-ended questionnaires. Data analysis was done using descriptive and inferential statistics including correlation and regression analysis. Results indicated an R squared of 0.565. This denoted that brand equity explains 57% of the variations in the customer citizenship behavior. Findings also indicated that brand equity had a positive and significant effect on customer citizenship behavior (β=0.912, p<0.05). This suggested that a marginal increase in brand equity will lead to 0.912 increase in customer citizenship behavior. The study concluded that brand equity significantly contributes to improved customer citizenship behavior (57%). The study recommended that universities’ management should consider engaging in strong advertising and marketing campaigns so as to create more brand awareness and hence build customer citizenship behaviour. The university administrators should make sure the brand image conjures cleanliness. They should also create a positive and inviting environment. The government and ministry of education policymakers should also promote brand equity in Kenyan universities. Keywords: Brand Equity, Customer Citizenship Behaviour, University students","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"27 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86020588","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":"Consumer Social Media Engagement with Video Ad in the Context of the COVID-19 Pandemic","authors":"P. Veiga, J. Diogo, P. M. D. Santo, S. Santos","doi":"10.54663/2182-9306.2022.v10.n18.71-87","DOIUrl":"https://doi.org/10.54663/2182-9306.2022.v10.n18.71-87","url":null,"abstract":"The main objective of this article is to analyze the narrative of an advertising video in the context of the COVID-19 pandemic through a utilitarian (informativeness) and hedonic (playfulness) perspective and evaluate its consequences on brand engagement. In this article, we propose a quantitative approach based on structural equation models. The questionnaire was disseminated in April 2020, and 235 valid responses were obtained and analyzed using the software AMOS v26. The results confirmed the adjustment of the data to the conceptual model established and that empathy with the content in advertising videos has a mediating effect on playfulness and informativeness effects in brand engagement in social networks during COVID-19 pandemic. Our study analyses the narrative of an advertising video in the context of the COVID-19 pandemic through a utilitarian (informativeness) and hedonic (playfulness) perspective and evaluates its consequences on brand engagement. Despite the existence of several studies on advertising, its relationship with brand engagement is still poorly studied in the literature, especially in the pandemic period. This work demonstrates the importance of empathy with video as important factor in digital brand engagement, even in times of crisis.","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-07-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45862143","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":"Investigation the Effects of Different Social Media Platforms to Companies’ Sales Marketing Processes by Multi-Criteria Decision Making Method","authors":"","doi":"10.54663/2182-9306.2022.v10.n18.133-150","DOIUrl":"https://doi.org/10.54663/2182-9306.2022.v10.n18.133-150","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-07-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49311831","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":"Product and Service Orientation on Social Media in Restaurant Communication","authors":"","doi":"10.54663/2182-9306.2022.v10.n18.186-205","DOIUrl":"https://doi.org/10.54663/2182-9306.2022.v10.n18.186-205","url":null,"abstract":"","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2022-07-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45421358","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}