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Article
Publication date: 15 February 2011

Peter J. Danaher and John R. Rossiter

The purpose of this study is threefold: To compare many old and new media channels in terms of a range of attributes such as perceived intrusiveness, reliability…

Abstract

Purpose

The purpose of this study is threefold: To compare many old and new media channels in terms of a range of attributes such as perceived intrusiveness, reliability, trustworthiness, convenience, and entertainment value. To compare the perceived relative effectiveness of alternative communication channels in terms of how a marketing proposition is evaluated by recipients and thus to establish whether some channels are better than others for achieving engagement and persuasion. To additionally survey the senders of marketing communications, to examine potential differences between how senders think recipients perceive each channel and what recipients actually perceive. Moreover, it is proposed that the survey be conducted in both consumer and business markets.

Design/methodology/approach

First, in a survey, the channels are compared from the perspective of both receivers and senders of marketing communications and additionally from that of consumer and business markets. Second, by means of experimentally generated scenarios, the paper assesses the relative effectiveness of the 11 channels in eliciting responses to two typical B‐to‐C and two B‐to‐B promotion offers.

Findings

The paper finds that, although e‐mail is well established and widely used, the traditional channels of television, radio, newspapers and direct mail retain their historically favored attributes of trust and reliability of information that make them still preferred by consumer recipients of marketing communications, even by “tech savvy” younger consumers who use e‐mail and SMS extensively. Business receivers are more accepting of e‐mail marketing communications than are consumers but, like consumers, they are more likely to act on a marketing offer if it comes through traditional mass media or mail channels.

Originality/value

The paper enables marketing managers to assess the relative benefits of a number of marketing communication channels.

Details

European Journal of Marketing, vol. 45 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 12 June 2019

Low Sheau-Ting, Mastura Mohd Basri Baharan, Choong Weng-Wai and Wee Siaw-Chui

The purpose of this paper is to identify the preferred communication channels to foster energy conservation behaviour among office building users. Energy demand from the…

Abstract

Purpose

The purpose of this paper is to identify the preferred communication channels to foster energy conservation behaviour among office building users. Energy demand from the commercial sector in Malaysia is, at 33.2 per cent, the highest after the industry sector, at 45.1 per cent. The country’s progress in actively practising energy conservation is lacking, despite various energy conservation programmes having been launched in recent years. A large amount of energy is wasted by users’ poor energy conservation behaviour. To market voluntary energy conservation behaviour, the delivery of energy conservation messages using the appropriate communication channels remains an important strategy.

Design/methodology/approach

This paper involves two-stage data collection. The communication categories associated with a set of channels identified from expert interview serve as the basis for the second stage of empirical data gathering using conjoint analysis. A choice-based conjoint analysis assisted by Sawtooth Software is used to analyse the 525 usable empirical data gathered from a final questionnaire survey among the office building users in Malaysia.

Findings

This paper has identified five communication categories associated with a total of 19 channels. The mass media is acknowledged as the most preferred communication channel among office building users in the marketing of energy conservation behaviour, while the least preferred channel to communicate energy conservation information is audio-visual media.

Originality/value

This study contributes to existing literature with a novel case in Malaysia office building by identifying the preferred combination of communication channels in fostering energy conservation behaviour. The findings could benefit the building managers in marketing energy conservation behaviour among office building users to effectively achieve the desired change for sustainable development.

Details

Facilities , vol. 37 no. 13/14
Type: Research Article
ISSN: 0263-2772

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Article
Publication date: 1 August 2019

Dmytro Olehovych Oltarzhevskyi

The purpose of this paper is to distinguish the corporate communication channels by typology, by the designation of their characteristics and features of application, as…

Abstract

Purpose

The purpose of this paper is to distinguish the corporate communication channels by typology, by the designation of their characteristics and features of application, as well as to institutionalize the concept of corporate media.

Design/methodology/approach

In the theoretical part, with the help of general review, critical analysis, systematization and generalization, the main scientific works devoted to corporate communications have been studied. In practical part, the method of typology there has been used and descriptive analysis of types of communication channels has been carried out.

Findings

The research distinguishes the types of channels used in modern corporate communication. It reveals that corporate communication channels can be divided into two main types according to the criteria of relation to the company: outsiders and insiders. Then the channels can be divided into broad functional subtypes: events, advertising, media and a specific category – social media. The typological separation also can be based on the auditorium and communication technologies indications.

Originality/value

This study makes a significant contribution to the development of studies of corporate communication through structuring communication channels. The establishment of types, features and prospects for the development of communication channels, in particular such specific ones as corporate and social media, contribute to a more systematic approach to the methods of their use. From a practical point of view, companies can be guided by the results of this research during the formation of a mix of corporate communication.

Details

Corporate Communications: An International Journal, vol. 24 no. 4
Type: Research Article
ISSN: 1356-3289

Keywords

Content available
Article
Publication date: 31 May 2021

Rekha Dahiya and Dimpy Sachar

Role of digital channels in car buying has increased manifold and consumers are making significant use of various digital channels throughout the decision-making process…

Abstract

Purpose

Role of digital channels in car buying has increased manifold and consumers are making significant use of various digital channels throughout the decision-making process. However, there are very less number of studies available if one wishes to understand the specific reason(s) for the use of a particular digital channel of communication. This study deals with the identifications of the reason(s) leading towards the usage of particular digital channel of communication while buying a car.

Design/methodology/approach

Quantitative methodology was adopted for the study. A total of 10 digital channels namely the websites, social networking sites, YouTube, Smartphones, Online communities, Digital TV, Digital Outdoors, e-mails and others were considered in the study. Data was collected from 603 car buyers from Delhi using digital channels of communication.

Findings

The results of the study revealed that Website and YouTube were used for being compatible. Social networking sites, smartphones, digital outdoors and e-mails were used for being informative. Online communities were used for offering customers and experts' reviews. Digital TV was used for being easy to use.

Research limitations/implications

The study considers the respondents from Delhi only. A more representative sample covering various parts of the country would offer more relevant results for the marketers as digital divide existing between rural and urban India cannot be simply ignored.

Practical implications

The study reveals that car buyers are making ample usage of digital channels wherein website is the most used digital channel and smartphones are the most used digital devices used by the car buyers.

Social implications

Study also reveals that car buyers might use search engines to reach the marketer's website, so effective search engine optimization (SEO) strategies should be adopted. Important keywords used in the search engines should be used in the website as well as in the links.

Originality/value

Majority of the available studies use digital as an umbrella term for myriad digital channels. So understanding about the usage of specific channel of communication remains an under-researched area. Such understanding strengths and broadens the existing knowledge about technology mediated consumer behaviour especially in extended problem-solving product category.

Details

South Asian Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2719-2377

Keywords

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Article
Publication date: 3 October 2016

Yaniv Gvili and Shalom Levy

Despite the extensive academic interest in electronic word of mouth (eWOM) communication, consumer attitudes toward eWOM communication have been neglected. The purpose of…

Abstract

Purpose

Despite the extensive academic interest in electronic word of mouth (eWOM) communication, consumer attitudes toward eWOM communication have been neglected. The purpose of this paper is to propose a conceptual framework for attitudes toward eWOM communication across digital channels.

Design/methodology/approach

Data were collected through a web-based survey on seven major digital communication channels. ANOVA was applied in order to analyze their differences. In addition, structural equation modeling was used to test the eWOM attitude model, using a sample of 864 participants who have had prior experience with the channels under study.

Findings

Findings indicate that both attitude toward eWOM and its antecedents significantly differ across channels. Additionally, a path analysis model reveals that the original integrated model applies to eWOM communications. Yet, in the case of eWOM, irritating messages may be positively related to attitude toward the channel, and credibility serves as a mediator of message value.

Research limitations/implications

This paper supports the notion that attitude toward eWOM communication significantly differs across media channels. Future research should examine additional implications of attitude toward eWOM, and explore new and evolving channels.

Practical implications

Practitioners should adjust their eWOM media strategy to their objectives; blogs and social networks are more effective for brand attitude formation, whereas web forums enhance message credibility.

Originality/value

To the best of the authors’ knowledge, this is the first research study that tests attitudinal differences toward eWOM across digital channels. As such, it contributes to the understanding of people’s perception of these platforms.

Details

Internet Research, vol. 26 no. 5
Type: Research Article
ISSN: 1066-2243

Keywords

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Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article
Publication date: 25 September 2020

Kashef A. Majid

The cost of customer acquisition is one of the largest expenses that service firms incur due to loss-generating quotes/proposals. This paper aims to connect interactive…

Abstract

Purpose

The cost of customer acquisition is one of the largest expenses that service firms incur due to loss-generating quotes/proposals. This paper aims to connect interactive marketing communications channels with increased customer acquisition and non-interactive marketing communications channels with decreased customer acquisition by service firms.

Design/methodology/approach

Two field studies using hazard models were used to assess the probability of acquiring a new customer after the prospect first contacts the firm. Multiple discrete hazard models were used to compare channels against each other.

Findings

Three interactive marketing communications channels (word-of-mouth, online review forum, search engine optimization) increased the rate of acquiring a customer over time. I also compared non-interactive channels (billboard/signage, direct mail), but the analysis did not reveal any significant impact on acquisition rate by the non-interactive marketing communications channels.

Originality/value

The present study illustrates why the cost of acquisition is so high in the service sector and takes the unique step of linking interactive marketing communications channels with higher customer acquisition rates over time in a services context. Specifically, interactive marketing channels enable customers to find firms that offer the attributes that they seek, thereby increasing acquisition probabilities and decreasing acquisition costs.

Details

Journal of Services Marketing, vol. 35 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 29 July 2014

Heini Sisko Maarit Lipiäinen, Heikki Ensio Karjaluoto and Marjo Nevalainen

The purpose of this paper is to examine how digital communication tools are used for internal communication (IC) in multinational corporations (MNCs). Specifically, the…

Abstract

Purpose

The purpose of this paper is to examine how digital communication tools are used for internal communication (IC) in multinational corporations (MNCs). Specifically, the study illustrates the role of digital channels in IC, the benefits they bring and the difficulties involved in using them.

Design/methodology/approach

This research features a single-case study focusing on a listed Finnish multinational industrial corporation with a long history. Data for the study come from semi-structured theme interviews and a workshop in which the results were discussed.

Findings

Digital IC tools are able to facilitate IC in MNCs, although some challenges may arise in relation to planning their utilization. Related to the role of digital channels in IC, these findings highlight the importance of face-to-face channels in everyday IC and the role of digital channels as more formal communication channels.

Research limitations/implications

This paper focuses on a single organization. Additional research would be required to attain generalizable results.

Practical implications

The effective use of new digital communication tools requires common guidelines across all areas of an MNC. Despite the great potential of new tools, the importance of face-to-face communication should not be ignored.

Originality/value

Most of the research on IC in MNCs was conducted before the digital communications era. Recent advances in information technology have created new challenges and opportunities for IC.

Details

Corporate Communications: An International Journal, vol. 19 no. 3
Type: Research Article
ISSN: 1356-3289

Keywords

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Article
Publication date: 6 November 2017

Igor Gurkov and Zokirshon Saidov

The paper identifies the factors that shape the intensity and perceived effectiveness of communications between heads of manufacturing units of multinational corporations (MNCs).

Abstract

Purpose

The paper identifies the factors that shape the intensity and perceived effectiveness of communications between heads of manufacturing units of multinational corporations (MNCs).

Design/methodology/approach

The paper is based on a survey of heads of MNCs’ manufacturing subsidiaries in Russia.

Findings

The authors found that the intensity of most inter-unit communication channels depends on the speed and magnitude of the changes experienced by manufacturing subsidiaries in products and production technologies. The assessment of the efficiency of a communication channel with high media richness strongly correlates to the intensity of its use.

Practical implications

Subsidiary managers are quickly mastering most easy-to-use channels (i.e. e-mail exchange, talking on the phone, reading corporate magazines) by themselves, but are minimizing their participation in time-consuming activities (i.e. corporate-wide and special conferences, arranging informal meetings with foreign peers) unless they have to manage rapid changes in products and production technologies. Thus, to intensify the voluntary use of inter-unit channels with high media richness, headquarters should instill in subsidiary managers the value of cooperation between manufacturing units. Moreover, the effectiveness of inter-unit channels with high media richness should be properly demonstrated to subsidiary managers to assuage their initial reluctance.

Originality/value

This paper presents communications between manufacturing units of multinational corporations not as the transfer of abstract knowledge but as routine processes of exchange of detailed information on valuable improvements of the existing practices and solutions to technical and organizational problems common in facility development and mastering new products.

Details

International Journal of Organizational Analysis, vol. 25 no. 5
Type: Research Article
ISSN: 1934-8835

Keywords

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Article
Publication date: 20 April 2012

Marcel van Birgelen, Benedict G.C. Dellaert and Ko de Ruyter

This paper aims to examine communication channels for in‐home service provision. In particular, it aims to focus on the joint effect of two converging trends: the increase…

Abstract

Purpose

This paper aims to examine communication channels for in‐home service provision. In particular, it aims to focus on the joint effect of two converging trends: the increase of in‐home services involving high degrees of customer participation;and the extension of the number of channels that service firms use to communicate with customers. It seeks to assess which benefits customers desire of communication channels across in‐home service production formats and how these benefit desires determine their communication channel consideration for in‐home services.

Design/methodology/approach

Based on a literature review a conceptual framework was constructed. Using the association pattern technique (APT), a survey of 383 customers of a Dutch energy company was carried out. The APT enabled the authors to quantify the relationship between participative in‐home service provision situations, desired communication channel benefits, and communication channel consideration.

Findings

Results show that customers focus more strongly on functionally‐ and economically‐oriented communication channel benefits in high customer participation service formats. In contrast, socially‐oriented communication channel benefits seem more appropriate when low customer participation in the provision of in‐home services is involved. The match between benefits desired by the customer and benefits provided by a communication channel is identified as a central mechanism behind communication channel consideration for in‐home services. Furthermore, evidence is found for customer heterogeneity in desired communication channel benefits and channel consideration, based on age, education, and past channel usage.

Originality/value

This paper contributes to the multichannel knowledge base by hypothesizing and demonstrating how specific benefit desires arise from allowing/requiring customers to participate in in‐home service provision. The study also provides valuable insight into the mechanism behind communication channel consideration by customers during in‐home service provision.

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