International Journal of Marketing Communication and New Media最新文献_第8页

Advertising Review: The Portrayal of Muslim Women Athletes in YouTube Ads 广告评论:YouTube广告中穆斯林女运动员的写照

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International Journal of Marketing Communication and New Media Pub Date : 2021-12-30 DOI: 10.54663/2182-9306.2021.v9n17.1-72-97

Afnan Qutub, Wesam Basabain

{"title":"Advertising Review: The Portrayal of Muslim Women Athletes in YouTube Ads","authors":"Afnan Qutub, Wesam Basabain","doi":"10.54663/2182-9306.2021.v9n17.1-72-97","DOIUrl":"https://doi.org/10.54663/2182-9306.2021.v9n17.1-72-97","url":null,"abstract":"Promoting wearing of the hijab by active young consumers is one method of showing respect for the human rights of Muslim women. Some international sportswear corporations such as Nike, Adidas, Under Armour UA, and Haute Hijab HH have been targeting modest athletic wear as new clothing lines to empower veiled athletes and increase their consumer base. This study analyzed four international sports brands’ advertisements on their official YouTube channels aimed at promoting modest sportswear for veiled women. The study investigated the discourse and semiotics used in the advertisements to persuade customers to make a purchase. Methodologically, the study conducted qualitative content analysis to review the ads and explore the extent of viewers’ interactions. The findings determined that the Nike and HH ads were most reached ads, followed by the UA ad, while the Adidas ad was the least reached. Two strategies played a significant role in the success of hijab sportswear ads: cultural identification and transformational appeal. These factors were found to attract the target audience and result in their engagement more than a company’s history and reputation.","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"1 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2021-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42009484","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}

引用次数: 0

An Experimental Investigation of the Impact of Different Advertising Formats on Children’s Attitudes’ Towards Sports Brands 不同广告形式对儿童运动品牌态度影响的实验研究

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International Journal of Marketing Communication and New Media Pub Date : 2021-12-30 DOI: 10.54663/2182-9306.2021.v9n17.48-71

Ranya Yousif, Al-Khateeb Tarek, W. Kortam

引用次数: 0

O Marketing Digital na Conexão das Relações de Consumo 连接消费者关系的数字营销

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International Journal of Marketing Communication and New Media Pub Date : 2021-12-30 DOI: 10.54663/2182-9306.2021.v9n17.27-47

F. Barroso, Z. Oliveira

引用次数: 0

An Analysis of Tourist's Behavioural Intention in the Digital Era: Using a Modified Model of the Reasoned Action Theory 数字时代旅游者行为意向分析——基于理性行为理论的修正模型

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International Journal of Marketing Communication and New Media Pub Date : 2021-12-30 DOI: 10.54663/2182-9306.2021.v9n17.4-26

Amine Benslimane, Khalissa Semaoune

{"title":"An Analysis of Tourist's Behavioural Intention in the Digital Era: Using a Modified Model of the Reasoned Action Theory","authors":"Amine Benslimane, Khalissa Semaoune","doi":"10.54663/2182-9306.2021.v9n17.4-26","DOIUrl":"https://doi.org/10.54663/2182-9306.2021.v9n17.4-26","url":null,"abstract":"Destination management organisations currently operate in an environment where online media greatly influences travellers' decision-making. In this digital environment, electronic word of mouth (eWOM) is considered an important source of information affecting tourist's behaviour and destination image formation. Destination image is also recognised as major element influencing holiday destination choice, intention to revisit a destination and the willingness to recommend it to others. The Theory of Reasoned Action (TRA) in turn, offers a relevant conceptual framework to analyse tourists’ behaviour. This paper aims to (1) incorporate eWOM and destination image as exogenous variables into the TRA model, then evaluate the ability of this extension to predict tourists’ behavioural intention (2) examine both eWOM and destination image impact on intention to visit an emerging destination (3) inspect eWOM role in destination image formation (4) evaluate the ability of the TRA’s core constructs (i.e., attitude and subjective norms) to predict intention. A quantitative approach based on structural equation modelling conducted this study in order to test the extended model, by analysing data collected from 234 potential foreign tourists, selected using a convenience sampling method. Results revealed that the extended model had a good predictive ability for tourists’ intentions to visit an emerging destination. Besides, attitude, subjective norms and destination image were significant predictors of visit intention, and eWOM significantly influenced the image. The study outcomes may help to develop a more efficient and successful tourism marketing strategy.","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2021-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46981454","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}

引用次数: 1

Digital, Marketing and Online Vídeo Ads: Brand Studies. 数字，营销和在线Vídeo广告:品牌研究。

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International Journal of Marketing Communication and New Media Pub Date : 2021-12-01 DOI: 10.54663/2182-9306.2021.v9n17.1-3

J. Remondes

{"title":"Digital, Marketing and Online Vídeo Ads: Brand Studies.","authors":"J. Remondes","doi":"10.54663/2182-9306.2021.v9n17.1-3","DOIUrl":"https://doi.org/10.54663/2182-9306.2021.v9n17.1-3","url":null,"abstract":"Digital marketing and online advertiding are researched domains that result in a variety of articles with increasingly relevant results for science and organizations. In this second regular issue of 2021 of the International Journal of Marketing, Communication and New Media (IJMCNM), in three of the four articles, problems of digital marketing, online advertsising and video ads are analyzed. Digital marketing is one of the most sought-after trends by modern companies, currently allowing innovation and new types of integration between channels (Cabrero, 2016, p.13). Investing in online advertising in social networks has several advantages (Miranda, 2018, p. 130): brand awareness; knowledge of the consumer profile; high segmentation; generation of leads, traffic, conversions, and remarketing. Miranda (2018) also mentions that in online advertising, namely on YouTube, one should look at the creativity that accompanies the video as well as the segmentation. However, as Martínez-Costa; Serrano-Puche; Portillla and Sánchez-Blanco (2019) state, online advertising should adapt its languages and formats for mobile because mobile devices are more used by young adults who are the generation of the future, and also because the use of ad blockers is more frequent on computers than on mobile devices. Feijoo-Fernández; Sádaba-Chalezquer and Bugueño-Ipinza (2020) even highlight that \"The new audiences, compared to previous generations, do not reject advertising or brands, but choose the advertising content in which they are genuinely interested\" (p.3). Having given this brief introduction, I invite the reader to read all the articles in this issue to learn more about the results achieved in studies developed by researchers from universities and research centres in Brazil, Algeria, Egypt and Saudi Arabia.","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2021-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48180822","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}

引用次数: 0

Role of Advertising Strategies on Product Performance of Manufacturing Firms in Rwanda: A Case of Rwaspices Ltd 广告策略对卢旺达制造业企业产品绩效的影响——以rwasaspices Ltd为例

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International Journal of Marketing Communication and New Media Pub Date : 2021-11-17 DOI: 10.53819/81018102t6002

Mogusu Nyambane, P. Muiruri

{"title":"Role of Advertising Strategies on Product Performance of Manufacturing Firms in Rwanda: A Case of Rwaspices Ltd","authors":"Mogusu Nyambane, P. Muiruri","doi":"10.53819/81018102t6002","DOIUrl":"https://doi.org/10.53819/81018102t6002","url":null,"abstract":"Advertising strategies and product performance are very important facets of a company for surviving in the worldwide competitive souk. Advertising strategies define the achievement of a business by the way advertising has be accomplished every day. The purpose of study was to explore the role of advertising strategies on product performance of manufacturing firms in Rwanda with specific reference to RwaSpices Ltd. The study is significant to the management of RwaSpices Ltd and other manufacturing firms. This study used three theories namely Bettman model, Consumer behavioral models and Howard – Sheth Model. The research design for this study was descriptive research and data was analyzed by use of quantitative and qualitative methods. The target population of the study comprised of ninety-nine (99) employees of RwaSpices Ltd. The study involved a small population hence a census was conducted. To ascertain the validity and reliability of the study, the researcher conducted a pilot study. Using descriptive and inferential statistics the researcher then made the conclusions on the study from the findings on how advertising strategies affect the product performance of local manufactured products using SPSS. Advertising has a great effect on product performance from the results it was found out that advertising had an overall mean 3.92 with a standard deviation of 0.415 which also showed that Rwaspices ltd have advertised their product well in the local markets.","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"32 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2021-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83498635","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}

引用次数: 0

A Systematic Mapping Study of Digital Marketing and Large Manufacturing Firms: Perspective from Japan 数字营销与大型制造企业的系统映射研究——以日本为例

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International Journal of Marketing Communication and New Media Pub Date : 2021-10-22 DOI: 10.53819/81018102t4019

Yukio Y. Murakami, Natsuo Okasaki

{"title":"A Systematic Mapping Study of Digital Marketing and Large Manufacturing Firms: Perspective from Japan","authors":"Yukio Y. Murakami, Natsuo Okasaki","doi":"10.53819/81018102t4019","DOIUrl":"https://doi.org/10.53819/81018102t4019","url":null,"abstract":"The very rapid development of ICT in the digital era has an impact on various lines of life, including changes in consumer behavior in shopping. Business people need to know the proper use of digital marketing in order to effectively target appropriate consumers. Digital marketing describes the use of technology in marketing efforts and business practices by marketing goods, services, information, and ideas via the internet, cell phones, display advertisements, and other electronic media. Data-driven marketing uncovers a variety of tactics to approach, attract, resuscitate, delight, and drive customers to online marketing. Digital marketing facilitates many-to-many communications because of the high level of connectivity and is usually used to promote products or services in a timely, relevant, more personal, and cost-effective manner. Marketing activities are carried out intensively using digital media, from promotions or product offers to product sales. Today, a website is arguably the most crucial element of your entire marketing strategy. Even a simple site without a lead capturing process or sales page will be consulted as a digital business card before a deal is struck or a purchase is made. For this reason, overhauling outdated designs to keep up with industry standards is a no-brainer. Traditional advertising is not completely dead yet. Manufacturers still use formal events like trade shows to good effect, and often spend on TV spots, magazines, and other traditional media forms. Based on the available literature, the old method of print advertising and radio ads still work but they are becoming less effective as people look to online sources for their shopping. Manufacturing companies still use these old school methods like networking events and trade shows and they still produce results. Keywords: Systematic mapping, Digital Marketing, Manufacturing, Industrial Revolution.","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"6 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2021-10-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79234306","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}

引用次数: 3

Determinants of Participatory Journalism and Communication for Development of the Contemporary Press: Perspective from the United States of America 参与式新闻与传播对当代新闻发展的决定因素:美国视角

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International Journal of Marketing Communication and New Media Pub Date : 2021-10-22 DOI: 10.53819/81018102t4018

Clerk Willim Smith

引用次数: 0

Virtual Teaching and Learning of English As A Second Language in Selected Secondary Schools Isu-Ikwuato, L. G. A. Abia State, Nigeria 虚拟教学与部分中学英语作为第二语言的学习Isu-Ikwuato, l.g.a.阿比亚州，尼日利亚

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International Journal of Marketing Communication and New Media Pub Date : 2021-10-14 DOI: 10.53819/81018102t4017

Bernard Meshach Aguma, Caroline Kinuu Kimathi, Martin Situma

{"title":"Virtual Teaching and Learning of English As A Second Language in Selected Secondary Schools Isu-Ikwuato, L. G. A. Abia State, Nigeria","authors":"Bernard Meshach Aguma, Caroline Kinuu Kimathi, Martin Situma","doi":"10.53819/81018102t4017","DOIUrl":"https://doi.org/10.53819/81018102t4017","url":null,"abstract":"The adoption of virtual teaching and learning of a second language in the Nigerian educational system has received little attention. COVID-19 lock-down, imposed by the governments of the nations, forced educational institutions globally and locally to adapt virtual teaching and learning of English language. This research paper investigated the challenges of virtual teaching and learning of a second language (English) in selected secondary schools, Isu Ikwuato L.A. Abia State, Nigeria. It used a mixed method convergent parallel research design. The purposive sampling technique was used to select secondary schools that adopted virtual teaching and learning. The targeted population was 2000 English students and teachers with a sample size of 333. The results revealed that the schools made use of synchronous, asynchronous and blended types of online teaching and learning, and the students had a positive attitude. Both students and teachers experienced challenges of poor network, lack of ICT training, unstable electricity, and financial constraint. This study recommends the following: Language Policy Makers in Nigerian Educational System to map out the strategies that will incorporate online second language teaching and learning skills in the curriculum. That Marist Educational Board in partnership with the Ministry of Education in Nigeria, provide virtual supplementary materials for English language education. Adequate virtual training to be provided for English teachers and students. That the challenges of internet fluctuation, power shortage, insufficient virtual materials, inadequate funds, technical issues, virtual skills be addressed by all the stakeholders in education.","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"34 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2021-10-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78630852","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}

引用次数: 0

Identity Construction in Adichies two texts Half of a Yellow Sun, and Purple Hibiscus 《半黄太阳》和《紫芙蓉》两篇文本中的身份建构

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International Journal of Marketing Communication and New Media Pub Date : 2021-10-09 DOI: 10.53819/81018102t4016

Ruth Issack, Seline Oketch, Antony W Wasena

{"title":"Identity Construction in Adichies two texts Half of a Yellow Sun, and Purple Hibiscus","authors":"Ruth Issack, Seline Oketch, Antony W Wasena","doi":"10.53819/81018102t4016","DOIUrl":"https://doi.org/10.53819/81018102t4016","url":null,"abstract":"The study attempts to examine Identity construction in Adichies texts, Half of a Yellow Sun (2006) and Purple Hibiscus (2003). The study was guided by the reader response theory. A critical reading of the texts has revealed that, every character in both texts has been struggling in constructing his/her identity. The study involved three aspects of identity, which included self, social, and national identity. All children in texts struggle to carve out their own identities through interaction with the environment through which they pass they through. Chimamanfa Adichie is also introducing the concept of social identity, where by the elite in Half of a Yellow Sun organizes to meet in Odenigbo house and share different ideas concerning Pan Africanism, tribalism, nation, and race. Likewise in Purple Hibiscus, the family of aunty Ifeoma with father Amadi helps Jaja and Kambili to build their social identity through interaction, and engaging them into different activities. National identity is also discussed in this study by involving both children and adult characters from the texts. Everyone is looking forward on possible ways in which they can put their hands together to bring harmony and peace in their country. Keywords: Identity, Construction, Adichies texts, Half, Yellow, Sun, Purple, Hibiscus.","PeriodicalId":41741,"journal":{"name":"International Journal of Marketing Communication and New Media","volume":"10 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2021-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72725681","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}

引用次数: 0