An integrated approach to the purchase decision making process of food-delivery apps: Focusing on the TAM and AIDA models
Sign Up to like & getrecommendations! Published in 2021 at "International Journal of Hospitality Management"
DOI: 10.1016/j.ijhm.2021.102943
Abstract: Abstract The study employed two theories, the technology acceptance model (TAM) and the Attention-Interest-Desire-Action (AIDA) model, to provide an understanding of the process of consumers accepting an on-demand food-delivery app, and to establish the effect… read more here.
Keywords: aida; model; food delivery; marketing communication ... See more keywords
Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches
Sign Up to like & getrecommendations! Published in 2021 at "International Journal of Research in Marketing"
DOI: 10.1016/j.ijresmar.2021.09.005
Abstract: Abstract Digital marketing communication, that is, communication through digital or electronic media among businesses and consumers, is growing rapidly, especially during the COVID-19 era. We propose a framework for analyzing digital marketing communication along four… read more here.
Keywords: extant research; digital marketing; marketing; marketing communication ... See more keywords
Marketing capabilities and international new venture performance: The mediation role of marketing communication and the moderation effect of technological turbulence
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DOI: 10.1016/j.jbusres.2019.09.044
Abstract: Few studies have examined marketing capabilities as a source of competitive advantage in the international entrepreneurship (IE) field. Empirical evidence in the international new ventures (INVs) literature that considers the strategic interplay of marketing capabilities… read more here.
Keywords: international new; venture; marketing capabilities; marketing ... See more keywords
A Research Paper on Digital Marketing Communication and Consumer Buying Decision Process: An Empirical Study in the Indian Passenger Car Market
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DOI: 10.1080/08911762.2017.1365991
Abstract: ABSTRACT The effect of digital marketing communication on product categories like books, music, fashion accessories, clothing, banking and online gaming etc. has been well researched by the researchers; but automobile industry despite being one of… read more here.
Keywords: communication; study; digital marketing; marketing communication ... See more keywords
Subconscious marketing communication techniques and legal implications
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DOI: 10.1080/12460125.2020.1752047
Abstract: ABSTRACT The efficacy and appropriateness of current advertising laws are questioned as to how customers behave emotionally towards advertising. Contacts were made with world-renowned respondents from the advertising, legal and neuroscience communities. Their responses are… read more here.
Keywords: psychology; subconscious marketing; communication techniques; marketing communication ... See more keywords
Integrated marketing communication in hospitality SMEs: analyzing the antecedent role of innovation orientation and the effect on market performance
Sign Up to like & getrecommendations! Published in 2020 at "Journal of Marketing Communications"
DOI: 10.1080/13527266.2020.1759121
Abstract: ABSTRACT Integrated marketing communication (IMC) process is considered a way to develop a long-term relationship with the organization’s stakeholders and increase its results, besides that, there is still not a clear understanding of factors that… read more here.
Keywords: integrated marketing; process; marketing; performance ... See more keywords
Marketing communication education in developing countries: Post-pandemic insights from India and South Africa
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DOI: 10.1080/13527266.2023.2208131
Abstract: In two developing nations, technology enhanced marketing communication education in the classroom, both during and after the COVID-19 pandemic. However, in what ways did enhancement occur, and to what ends? This research examines the reasons… read more here.
Keywords: communication education; south africa; communication; marketing communication ... See more keywords
Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach
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DOI: 10.1177/21582440221099936
Abstract: The increased usage of social media forced the brands to integrate social media in their marketing communication channel, as it becomes the need of the hour, as it determines overall brand identity, brand image, and… read more here.
Keywords: social media; marketing; marketing communication; communication approach ... See more keywords
Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour
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DOI: 10.3390/ijerph20021356
Abstract: This study aims to explore whether consumers’ attention to companies’ green marketing communication influences their green purchase behaviour. It also analyses the importance of consumers’ characteristics, namely gender, education, and green attitudes, in their attention… read more here.
Keywords: green purchase; green marketing; marketing communication; companies green ... See more keywords
The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers
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DOI: 10.3390/su12125075
Abstract: YouTube (YT) is the largest online video digital channel with more than 2 billion users, and over a billion hours of YT videos are viewed every day, particularly among young consumers. YT has become a… read more here.
Keywords: youtube marketing; communication; generation; effect ... See more keywords
Influencers as a segment of digital marketing communication: Generation Y attitudes
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DOI: 10.5937/markt2002098v
Abstract: The aim of the research presented in this paper is to provide insights into marketing communication changes induced by digital transformation and social media use. Contemporary marketing communication strategies are observed in the context of… read more here.
Keywords: social media; paper; generation; marketing ... See more keywords