scholarly journals ROLE OF MARKETING COMMUNICATIONS IN CONSUMER BEHAVIOR

2021 ◽  
Author(s):  
Viktoriia Bondarenko ◽  
Viktoriia Vasiuta ◽  
Kateryna Pisarenko
Keyword(s):  
Consumer Behavior ◽  
Correct Choice ◽  
Marketing Communications ◽  
Special Role ◽  
Integrated Marketing ◽  
Theoretical Substantiation ◽  
Definition Of ◽  
The Impact ◽  
Communications System

The article deals with the question of the influence of marketing communications on consumer behavior. Today, in order to increase sales, it is no longer enough for companies to just improve their product or service, improve its quality. Among all marketing tools, marketing communications play a special role. The relevance of the topic is due to the need for a theoretical substantiation of the influence of the marketing communication environment on consumer behavior. The purpose of the article is to study the role of marketing communications and their impact on consumer behavior. As a result of this study, the role of marketing communications in the formation of consumer behavior has been substantiated from the standpoint of the main theories and concepts that form the subject areas of marketing communications research. The effectiveness of marketing policy depends on the correct choice of communication tools. The tools of the communication complex are highlighted and characterized. It has been proved that marketing communications influence the formation of consumer behavior in three aspects: informational, emotional, and behavioral. The scientific approaches of scientists to the definition of the process of making a consumer’s decision to purchase are analyzed. The stages of the consumer’s decision-making process to purchase a product are highlighted. Today, integrated marketing communications are considered more effective. They represent the most complete marketing communications system that includes all elements from advertising to packaging. Special attention is paid to the issue of the effectiveness of the impact of marketing communications on consumer behavior. The sequence of determining the effectiveness of the impact of marketing communications on consumer behavior is indicated. It is noted that for effective promotion of goods, only the informational component of communications is not enough. When developing a marketing communications system, it is necessary to take into account personal values. This will increase the degree of influence on consumer behavior. The main goal of marketing communications is to motivate consumer behavior. The use of modern marketing communications through a variety of means can increase the effectiveness of influencing consumer behavior.

scholarly journals Features of Integrated Marketing Communications of Banks

2020 ◽  
pp. 92-97
Author(s):  
Marіana Demko
Keyword(s):  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Successful Operation ◽  
Banking Activity ◽  
Communication Activity ◽  
Concept Planning ◽  
Definition Of ◽  
And Control

The essence and features of integrated marketing communications and their role in achieving successful functioning of banks in the market are studied. In conditions of economic instability, banks are looking for the most effective marketing tools to promote the brand. Therefore, the role of integrated marketing communications in the activities of banks has significantly increased. Integrated marketing communications strengthen the bank’s competitive stability in the market, form the image of the bank, increase the promotion of banking products, provide banking services and efficiency of banking. The purpose, tasks and properties of integrated marketing communications of banks to achieve marketing goals and increase the successful operation of banks are formulated. Conceptual approaches to the essence of integrated marketing communications as a universal tool for achieving marketing goals (concept; planning concept; the concept of joining forces; management coordination concept; combine tools; special macro positioning of the brand; strategic analysis, selection, application and control). The author’s definition of integrated marketing communications of banks on the basis of the formed conceptual approaches to the essence of integrated marketing communications and definitions of authors is offered. On the basis of this definition the mechanism of action of integrated marketing communications as an effective tool of communication activity is formed as at interaction of tools of marketing communications in the synergetic unity create positive effect for successful banking activity. Effective management of banking activities is carried out by the interaction of promotion tools with the emergence of a synergistic effect, as this achieves the marketing goals of the bank.

scholarly journals Ethical problems of restoration and expert activities

2021 ◽  
Author(s):  
Natalya Revenok
Keyword(s):  
Comparative Method ◽  
Historical Context ◽  
Codes Of Ethics ◽  
Special Role ◽  
Ethical Problems ◽  
Theoretical Substantiation ◽  
History Analysis ◽  
Historical Comparative ◽  
Definition Of

The purpose of the article is to highlight the ethical problems and requirements for the restoration of historical and cultural monuments in the practical work of a museum restorer, to identify scientific and methodological issues in the preservation of works of museum value, to determine the need for a theoretical analysis of international codes for the restoration, conservation, and examination of monuments. The methodology is based on the historical-comparative method; the method of art history analysis for the processing of historical, cultural, scientific literature. The scientific novelty of the research lies in the theoretical substantiation of the conclusions regarding the limits of permissible restoration intervention. Conclusions. Scientific restoration is inextricably linked with a comprehensive study of works of art, the conditions of its existence in a cultural and historical context. The discrepancy in the definition of the concept of «restoration» provides a more accurate formulation and pays attention to the tasks and methods of restoration. The development of international codes of ethics, domestic laws in the context of the study of terms such as «restoration», «conservation», «expertise» shows that all regulatory documents emphasize the special role of the restorer, who must constantly improve his professional skills.

scholarly journals Political communication in post-truth society

2020 ◽  
Vol 14 (1) ◽  
pp. 73-87
Author(s):  
Nina Gorenc
Keyword(s):  
Social Media ◽  
Political Communication ◽  
Presidential Election ◽  
Political Actors ◽  
2016 Election ◽  
Us Presidential Election ◽  
Definition Of ◽  
Political Apathy ◽  
The Impact

The research behind this paper is set in the context of the 2016 US presidential election that has come to symbolize the post-truth era. We conducted a literature review on the 2016 election, with the aim to better understand the impact of computational propaganda on the election outcome and on the behaviour of voters. The paper opens with a definition of post-truth society and related concepts such as fake news and computational propaganda. It explores the changes of political communication in a digital environment and analyses the role of social media in the 2016 election. It probes into phenomena such as the trivialization of politics and the loss of credibility of political actors, which are both common in post-truth societies. The reviewed literature seems to indicate that social media have become strong actors on the political stage, but so far not the predominant source of political information and influence on the behaviour of voters. The paper makes two important contributions. Firstly, drawing on the concept of post-truth society, it analyses the role of computational propaganda in the 2016 presidential election, and secondly, it attempts to explain the paradox of general political apathy on one hand, and increased political activism on the other. These are some of the challenges we are now facing, and in order to be able to cope with them it is important to acknowledge and understand them.

scholarly journals Information Technology, Marketing Database and the Process of Integrated Marketing Communications (IMC): A Resource-Capability Nexus

2018 ◽  
Vol 6 (4) ◽  
Author(s):  
Ayaz Ahmad ◽  
Salniza Md. Salleh ◽  
Selvan a/l Perumal
Keyword(s):  
Information Technology ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
The Past ◽  
Technology Marketing ◽  
Industry Professionals ◽  
Research Avenue

This study aims at identifying and conceptually linking Information Technology, Marketing Database and the IMC process in a resource paradigm. It also conceptually posits the mediated role of Marketing Database to further transmit the absorbed effect to the IMC process. Review of the past studies has been done to conceptually connect these resources and/or capabilities. This paper establishes different relationships to be further tested empirically for both the academia and industry professionals. The main contribution is to conceptually theorize all the three concept and linking them conceivably that were either missing or vague in the marketing communication literature. Further, it also provides a research avenue to seek the complementarity of such resources by utilizing the extended RBV theory. The theoretical framework proposed is based on past literature from the RBV and marketing communications literature positing some new structural paths beside certain previous linkage (s) if any.

The changing role of children’s charities delivering early intervention services

2020 ◽  
pp. 145-176
Author(s):  
Alison Body
Keyword(s):  
Early Intervention ◽  
The State ◽  
Policy Changes ◽  
Early Intervention Services ◽  
Changing Environments ◽  
Definition Of ◽  
The Impact ◽  
Changing Role ◽  
Preventative Services

In chapter 6 we explore the impact of commissioning and policy changes on early intervention and preventative services for children delivered by the charitable sector. The definition of early intervention and preventative services is highly contested and politicised within policy and commissioning processes. This reflects an ongoing debate regarding the shifting paradigm of prevention. As the commissioning narrative has developed, there has been an overall disengagement between the voluntary sector providers and State. As the charitable sector is increasingly exposed to intensifying marketization, polarisation of relationships increases. We identify here three ‘types’ of organisational responses to this ever-changing environments; conformers – those charities who align themselves close to the State and regularly reinterpret their mission to fit State logic; the outliers – those charities which reject State approaches to early intervention and seek to deliver services completely independently of the State; and the intermediaries – those charities which walk between conformity and dissent, working with the State when necessary or too their advantage, and walking away when not. We discuss how these types fundamentally alter children’s charities perspectives and experiences of commissioning and the impact this has on their wider work.

The Politics of the Sharing Economy

2020 ◽  
pp. 21-36
Author(s):  
David Murillo
Keyword(s):  
Venture Capital ◽  
Business Model ◽  
Private Equity ◽  
Sharing Economy ◽  
Moving Target ◽  
Definition Of ◽  
The Impact ◽  
Platform Economy ◽  
Academic Debate

The current academic debate on the sharing economy (SE) seems to embrace three main discussions: its definition, its effects, and the role of regulation. A neglected topic here seems to be analyzing the specific implications of the changing nature of these firms boosted by private equity and venture capital. As the author points out, we need to analyze not only the impact of a changing business model but, specifically, how stakeholders, cities, and regulators should approach this moving target now called SE. In the following sections the author departs from a traditional definition of the sharing economy to start building the case for treating the SE at large as an epiphenomenon of the platform economy, and as a temporary condition based on a moveable business model. The chapter closes by introducing the regulatory hurdles that come associated with the previous and mapping out its different futures.

Genotype×environment interactions and some considerations of their implications for wheat breeding in Australia This review is one of a series commissioned by the Advisory Committee of the Journal.

1998 ◽  
Vol 49 (2) ◽  
pp. 153 ◽  
Author(s):  
K. E. Basford ◽  
M. Cooper
Keyword(s):  
Genetic Material ◽  
Wheat Breeding ◽  
Breeding Programs ◽  
Specific Adaptation ◽  
New Concepts ◽  
Statistical Studies ◽  
Definition Of ◽  
Level Of Understanding ◽  
The Impact

Genotype×environment (G×E) interactions complicate selection forbroad adaptation, while their nature and causes need to be understood toutilise and exploit them in selection for specific adaptation. This invitedreview combines an assessment of the literature with the experience we havegained from involvement in wheat breeding and associated research programs toassess (1) the implications of G×E interactions for wheat breeding inAustralia, (2) the impact that research into G E interactions has had onbreeding strategy, and (3) the evidence for impact from this research efforton genetic improvement of crop adaptation. The role of analytical methodologyin this process is considered and some important issues are discussed.There are sufficient examples drawn from wheat breeding in Australia tosuggest that progress in dealing with G×E interactions can be made andseveral of these are presented. They show that impact in plant breedingfollows from achieving an appropriate level of understanding of theenvironmental and genetic factors causing the interactions as well as anassessment of their importance in the target genotype-environment system. Anaccurate definition of the environmental factor(s) contributing to theG×E interactions has been particularly important in determining therelevance of observed differences in plant adaptation to the target populationof environments. From the combination of biological and statistical studies, amore comprehensive understanding of G×E interactions has emerged andcontributed to new concepts and procedures for dealing with them.Distinguishing between what are repeatable and non-repeatable interactions isa key step. Genuine cases of positive specific adaptation observed inmulti-environment trials (METs) can be exploited by appropriately targetedselection strategies, while non-repeatable interactions are accommodated byselection for broad adaptation.The investigation of G×E interactions for grain yield of wheat inAustralia has matured to the point where an understanding of some of theircauses has enabled wheat breeders to exploit positive components of specificadaptation. The experience that has been gained in achieving these advancesindicates the importance of establishing a MET system that is relevant to thetarget population of environments of the breeding program. The investment ofadequate resources into effective design, conduct, analysis, andinterpretation of METs remains critical to continued progress from selectionin complex genotype-environment systems that present large G× Einteractions. Wheat breeders who understand their genetic material and thetarget population of environments can then use the generated information baseto achieve impact from their breeding programs.

scholarly journals Exploring the Role of Advertising Types on Improving the Water Consumption Behavior: An Application of Integrated Fuzzy AHP and Fuzzy VIKOR Method

2020 ◽  
Vol 12 (3) ◽  
pp. 1232 ◽  
Author(s):  
Amir Hossein Salimi ◽  
Amir Noori ◽  
Hossein Bonakdari ◽  
Jafar Masoompour Samakosh ◽  
Ehsan Sharifi ◽  
...  
Keyword(s):  
Drinking Water ◽  
Consumer Behavior ◽  
Water Consumption ◽  
Fuzzy Ahp ◽  
Cluster Method ◽  
Consumption Pattern ◽  
Fuzzy Evaluation ◽  
Fuzzy Vikor ◽  
The Impact

In recent years, many cities have suffered from a shortage of drinking water, mainly due to population growth. Hence, the desire to curb undue water consumption through the identification of the main factors affecting consumer behavior has become very important in managing drinking water supplies. Modifying the consumption pattern means institutionalizing of a sustainable culture in water consumption among consumers and the identification of the main criteria affecting their behavior. In 2018, a survey was applied to examine the role of mass media advertising in modifying the water consumption pattern in Iran. An integration of fuzzy AHP and fuzzy VIKOR was proposed based on group decision making, and fuzzy trapezoidal sets used to model linguistic variables and to deal with uncertainty in opinions. We devised and conducted a questionnaire with 24 main criteria and 8 sub-criteria to measure the impact of advertising on water consumption. The case study population in this study included all urban households over 15 cities of Iran. A total of 5630 questionnaires were distributed among the various populations with cluster method. Then, by analyzing the results, advertisements using animation had the highest impact on consumer behavior, among the available alternatives, and could play a significant role in modifying the water consumption pattern. Additionally, a fuzzy evaluation technique is performed to validate the result of the applied method. Subsequently, a sensitivity analysis was conducted to validate the stability of the final ranking. Finally, the prioritization results of the types of advertising by the proposed method were compared with the results of the fuzzy AHP method.

Dangerous liaisons?

2008 ◽  
Vol 29 (1/2) ◽  
pp. 116-124 ◽  
Author(s):  
John Rodwell ◽  
Linden Fairbairn
Keyword(s):  
Design Methodology ◽  
Service Delivery Model ◽  
University Libraries ◽  
Review Of The Literature ◽  
Content Type ◽  
Role Description ◽  
Definition Of ◽  
The Impact ◽  
Practical Implications

PurposeMany university libraries are adopting a faculty liaison librarian structure as an integral part of their organization and service delivery model. This paper aims to examine, in a pragmatic way, the variations in the definition of the role of the faculty liaison librarian, the expectations of those librarians, their library managers and their clients and the impact of environmental factors. The faculty liaison librarian role is not entirely new, evolving from the traditional subject librarian and university special/branch library role. However the emerging role is characterized by a more outward‐looking perspective and complexity, emphasizing stronger involvement and partnership with the faculty and direct engagement in the University's teaching and research programs.Design/methodology/approachFollowing a review of the literature and other sources on the rationale and role of library liaison, the current developments, drivers and expectations are discussed.FindingsThe study finds that dynamic external and internal environments of universities are driving the evolution of library liaison, so the role description is still fluid. However, the breadth and weight of expectations is now such that the effectiveness and sustainability of the role has to be addressed.Practical implicationsWhile a dynamic, broader and more intensive role for the faculty liaison librarian is emerging, more thinking is needed about the extent of that role and its sustainability. What, for example, are the priorities for the faculty liaison librarian? What traditional activities can, and may, have to be abandoned? These considerations are necessary not only to guide the librarians, but also to help define the attributes and skills required for the position and to determine the institutional support it requires.Originality/valueThis is a contemporary critique of the well‐established, but diverse library service – the faculty liaison librarian structure.

Exploring the integration of social media within integrated marketing communication frameworks

2016 ◽  
Vol 34 (1) ◽  
pp. 19-40 ◽  
Author(s):  
Michael John Valos ◽  
Fatemeh Haji Habibi ◽  
Riza Casidy ◽  
Carl Barrie Driesener ◽  
Vanya Louise Maplestone
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Information Seeking ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Content Type ◽  
Service Channel ◽  
Senior Services ◽  
The Impact

Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales. Design/methodology/approach – Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement. Findings – The findings revealed that the unique characteristics of SM (such as interactivity and individualisation, integration of communication and distribution channels, immediacy and information collection) impact traditional marketing communications frameworks. These impacts manifested in 12 modifications specific to services and SM to traditional generic IMC frameworks encompassed by the themes of reach, service channel, word-of-mouth advocacy, consumer generated messages, listening and behavioural measurement. Practical implications – The rapidly evolving nature of SM means senior services marketers need to educate organisational stakeholders regarding implementation issues, which may be a barrier to effective integration of SM within marketing communications. Originality/value – With digital marketing communications budgets reaching 30 per cent within some organisations, it is timely to put forward a marketing communication decision-making framework that first incorporates SM and second is suitable for services marketers.

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