Search results
1 – 10 of over 70000Åke Finne and Christian Grönroos
This conceptual paper aims at developing a customer-centric marketing communications approach that takes the starting point in the customer ecosystem.
Abstract
Purpose
This conceptual paper aims at developing a customer-centric marketing communications approach that takes the starting point in the customer ecosystem.
Design/methodology/approach
After a critical analysis of existing marketing communications and integrated marketing communication (IMC) approaches, a customer-driven view of marketing communications is developed using recent developments in relationship communication, customer-dominant logic and the notion of customer value formation as value-in-use.
Findings
A customer-integrated marketing communication (CIMC) approach centred on a communication-in-use concept is conceptually developed and introduced. The analysis results in a CIMC model, where a customer in his or her individual ecosystem, based on integration of a set of messages from different sources, makes sense of the many messages he or she is exposed to.
Research limitations/implications
The paper presents a customer-driven perspective on marketing communication and IMC. The analysis is conceptual and should trigger future empirical grounding. It indicates the need for a change in mindset in research.
Practical implications
CIMC requires a turnaround in the mindset that steers how companies and their marketers communicate with customers. The CIMC model provides guidelines for planning marketing communication.
Originality/value
The customer-driven communication-in-use concept and the CIMC model challenge traditional inside-out approaches to planning and implementing marketing communication.
Details
Keywords
Hsin Hsin Chang, Yu-Yu Lu and Pei Ru Li
In this paper, Yale model was adopted to understand how the characteristics of a green message (goal framing, argument volume and argument consistency), its source (source…
Abstract
Purpose
In this paper, Yale model was adopted to understand how the characteristics of a green message (goal framing, argument volume and argument consistency), its source (source credibility) and its receivers (environmental consciousness) influence the communication process regarding the receivers' perceptions and attitudes (information value, persuasiveness and communication effectiveness) and their intention to spread the green message.
Design/methodology/approach
Eight scenarios of factorial design were developed to test the effects of a message on receivers' perceptions and attitudes. 1,157 valid questionnaires were used to conduct AMOS-SEM and ANOVA analyses.
Findings
The analytical results showed significant differences between the persuasive effects of Scenarios 1 and 8. A high level of environmental consciousness significantly affected the relationships between the message characteristics, source credibility and information value, leading to a higher intention to share the green messages.
Research limitations/implications
The Yale model was applied to online persuasion to examine the receivers' perceptions of and attitudes toward a green message and their intention to share it on social networking sites (SNSs). Being environmentally conscious can strengthen the perception that the receivers of an online green message have of the source credibility and information value. The Yale model proved to represent the online green message-sharing context and explain how to persuade online users more effectively.
Practical implications
This study suggests that green message providers should present content emphasizing the losses associated with inaction, thus increasing the receivers' acceptance of the message's persuasiveness. Additionally, with the assistance of supportive measures, such as national education programs, government policies and actions showing corporate social responsibility, the environmental awareness of individuals can encourage them to share green message posts on SNSs and engage in green practices.
Social implications
A significant effect of the message characteristics (goal framing × argument volume × argument consistency) was observed on SNS users' perceived source credibility and information value. Therefore, key opinion leaders, governments, and organizations who want to promote green ideas and attract public attention are encouraged to provide messages emphasizing the costs of inaction and contain arguments with a sufficient number of responses strongly supporting the original message. This could arouse the concern for green issues among online communities.
Originality/value
A Yale model research framework was developed to investigate the effect of message characteristics on the intention to share green messages online. Receivers' environmental consciousness played a vital role in this message-sharing process.
Details
Keywords
– The purpose of this paper is to test how framing of CSR messages, based on a value-theoretical framework, impacts consumer perception of the CSR message.
Abstract
Purpose
The purpose of this paper is to test how framing of CSR messages, based on a value-theoretical framework, impacts consumer perception of the CSR message.
Design/methodology/approach
Quantitative study in the form of an online survey strongly inspired by classical experimental design.
Findings
Findings demonstrate that explicit communication of CSR framed as a corporate competence, and to some extent also as something personally relevant to the receivers, positively impacts evaluations of CSR messages and the companies behind them.
Research limitations/implications
Findings indicate that CSR messages could increasingly emphasize corporate competence with a lesser focus on moral ideas and commitments, and that framing strategies can be effective in creating CSR messages that will be positively evaluated by young consumers.
Originality/value
This study contributes by providing new insights into how value-based framing of CSR messages can increase credibility and relevance and thus help facilitate the complicated task of communicating CSR by way of suggesting a new CSR communication strategy framework.
Details
Keywords
Jing Zhang and Mingfei Du
This study aims to investigate how business-to-business (B2B) companies use message strategies on social media platform and how these strategies are effective in improving…
Abstract
Purpose
This study aims to investigate how business-to-business (B2B) companies use message strategies on social media platform and how these strategies are effective in improving customer perceived value and encouraging customer engagement, as well as how B2B companies differ from business-to-customer (B2C) counterparts in terms of utilization and effectiveness of social media message strategy.
Design/methodology/approach
Based on content analysis of Sina Weibo brand pages and survey of website visitors, this paper examines the differences of social media message strategies and their impacts upon customer perceived value and customer engagement between B2B and B2C companies.
Findings
B2B companies use more rational appeals and less emotional appeals, have lower degree of informativeness and perform better in interactivity and variety than B2C companies. These five dimensions of message strategy have different roles in engaging customers via perceived value across B2B and B2C settings.
Originality/value
The research makes significant contributions to B2B social media marketing literature by answering two interrelated questions, namely, “What companies are doing?” and “What companies should do?” on social media websites. Besides, it provides insightful implications for B2B companies on how to implement appropriate message strategies in their social media marketing efforts by conducting Importance-Performance Analysis.
Details
Keywords
Sanjay I. Nipanikar and V. Hima Deepthi
Fueled by the rapid growth of internet, steganography has emerged as one of the promising techniques in the communication system to obscure the data. Steganography is defined as…
Abstract
Purpose
Fueled by the rapid growth of internet, steganography has emerged as one of the promising techniques in the communication system to obscure the data. Steganography is defined as the process of concealing the data or message within media files without affecting the perception of the image. Media files, like audio, video, image, etc., are utilized to embed the message. Nowadays, steganography is also used to transmit the medical information or diagnostic reports. The paper aims to discuss these issues.
Design/methodology/approach
In this paper, the novel wavelet transform-based steganographic method is proposed for secure data communication using OFDM system. The embedding and extraction process in the proposed steganography method exploits the wavelet transform. Initially, the cost matrix is estimated by the following three aspects: pixel intensity, edge transformation and wavelet transform. The cost estimation matrix provides the location of the cover image where the message is to be entrenched. Then, the wavelet transform is utilized to embed the message into the cover image according to the cost value. Subsequently, in the extraction process, the wavelet transform is applied to the embedded image to retrieve the message efficiently. Finally, in order to transfer the secret information over the channel, the newly developed wavelet-based steganographic method is employed for the OFDM system.
Findings
The experimental results are evaluated and performance is analyzed using PSNR and MSE parameters and then compared with existing systems. Thus, the outcome of our wavelet transform steganographic method achieves the PSNR of 71.5 dB which ensures the high imperceptibility of the image. Then, the outcome of the OFDM-based proposed steganographic method attains the higher PSNR of 71.07 dB that proves the confidentiality of the message.
Originality/value
In the authors’ previous work, the embedding and extraction process was done based on the cost estimation matrix. To enhance the security throughout the communication system, the novel wavelet-based embedding and extraction process is applied to the OFDM system in this paper. The idea behind this method is to attain a higher imperceptibility and robustness of the image.
Details
Keywords
Blaine J. Branchik, Tilottama Ghosh Chowdhury and Jennifer Schenk Sacco
This study aims to examine different consumption attitudes between two age-based cohorts of female consumers as it relates to the processing of marketing communications.
Abstract
Purpose
This study aims to examine different consumption attitudes between two age-based cohorts of female consumers as it relates to the processing of marketing communications.
Design/methodology/approach
Three studies use 10 iterations of an ad for an alcoholic beverage. Ads vary in the number of models, age of those models and ad value message. Cohorts are divided into pre-millennial (35 and older) and millennial (18–34) age groups. Subjects respond to a variety of statements associated with the ads. ANOVAs are run to determine significant differences or similarities between cohorts.
Findings
Women of different ages have different value systems. Pre-millennials prefer ads featuring other-focused value messages and containing multiple female models. That preference is moderated for those who feel a strong closeness to other women. They prefer ads featuring single female models with other-focused messages. Millennials express no preference for the number of models or value messages. Those with high perceptions of closeness to women, however, express a preference for ads featuring multiple models, irrespective of value message. Further, perceived age similarity between consumers and models moderates the pre-millennial’s versus millennial’s attitude toward ads featuring mature female models and single versus multiple models.
Research limitations/implications
Only American women were surveyed for this research. Further, only one product was used to assess attitudes.
Practical implications
Advertisers must be cognizant of the age of targeted consumers. Further, any cultural values expressed in ads have different impacts depending on consumer age. Finally, the number of models can have an impact on consumer attitude depending on viewers’ age and preference.
Originality/value
This research fills an existing lacuna in studies involving female consumers by exploring and testing significant differences among women of different ages and value systems and their attitudes toward marketing communications.
Details
Keywords
Tibert Verhagen, Selmar Meents, Jani Merikivi, Anne Moes and Jesse Weltevreden
This study aims to develop an understanding of how customers of a physical retail store valuate receiving location-based mobile phone messages when they are in proximity of the…
Abstract
Purpose
This study aims to develop an understanding of how customers of a physical retail store valuate receiving location-based mobile phone messages when they are in proximity of the store. It proposes and tests a model relating two benefits (personalization and location congruency) and two sacrifices (privacy concern and intrusiveness) to message value perceptions and store visit attitudes.
Design/methodology/approach
The study uses a vignette-based survey to collect data from a sample of 1,225 customers of a fashion retailer. The postulated research model is estimated using SmartPLS 3.0 with the consistent-PLS algorithm and further validated via a post-hoc test.
Findings
The empirical testing confirms the predictive validity and robustness of the model and reveals that location congruency and intrusiveness are the location-based message characteristics with the strongest effects on message value and store visit attitude.
Originality/value
The paper adds to the underexplored field of store entry research and extends previous location-based messaging studies by integrating personalization, location congruency, privacy concern and intrusiveness into one validated model.
Details
Keywords
Joe Phua, S. Venus Jin and Jihoon (Jay) Kim
Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages.
Abstract
Purpose
Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages.
Design/methodology/approach
Experiment 1 (N = 294) examined effects of organization (brand vs nonprofit) and message types (egoistic vs altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 288) examined effects of source type (celebrity vs noncelebrity) and message valence (positive vs negative) on consumer responses to Instagram-based pro-veganism content.
Findings
Results demonstrated significant main effects of organization type, with consumers indicating more positive attitudes and higher credibility toward the brand. Significant main effects of message type were also found, with altruistic messages eliciting higher perceived information value than egoistic messages. Subjective norms had moderating effects on attitude toward the organization, while attitude toward veganism had moderating effects on perceived information value. Results also indicated significant main effects of message valence on perceived information value of pro-veganism Instagram posts and significant interaction effects of the two manipulated factors on intention to spread electronic word-of-mouth (eWOM) about pro-veganism.
Originality/value
Implications for use of Instagram-based health marketing communication about veganism were discussed. Specifically, organizations looking to use social media to influence attitudes and behavioral intentions toward health issues should seek to reach their target audiences through selecting endorsers and messages that will optimally present the health issue in a relatable and engaging way.
Details
Keywords
Lisa Dalla-Pria and Isabel Rodríguez-de-Dios
When communicating CSR initiatives on social media, companies need to choose the appropriate source and type of messages. Over the last few years, influencers have emerged as a…
Abstract
Purpose
When communicating CSR initiatives on social media, companies need to choose the appropriate source and type of messages. Over the last few years, influencers have emerged as a relevant endorser for CSR messages, but there is a lack of research investigating their effectiveness. Hence, the purpose of the study is to analyze how the type of source and message framing on social media influence message credibility, corporate reputation (CR) and word-of-mouth (WOM).
Design/methodology/approach
An online experiment with 2 (source: influencer vs corporate) × 2 (CSR frame motives: values-driven vs performance-driven) between-subject design was conducted among 200 participants.
Findings
Results showed that the type of source does not affect message credibility or CR but a corporate source generates more WOM. Moreover, values-driven motives increase CR and generate more WOM. However, the type of frame motives does not impact message credibility.
Originality/value
The current paper tests the effect of framing and source when communicating CSR on social media. The paper shows that overall an effective CSR communication should be posted by a corporate source and framed by values-driven motives. Hence, the study contributes to the contemporary literature regarding CSR communication and provides practical implications for companies.
Details
Keywords
The purpose of this paper is to investigate how value‐based messaging affects brand associations within a durable goods category.
Abstract
Purpose
The purpose of this paper is to investigate how value‐based messaging affects brand associations within a durable goods category.
Design/methodology/approach
Brand associations are conceptualized in this paper as brand image, brand attitudes, and consumer quality perceptions. A 2×2 factorial design was employed with cognitive involvement (high/low) and advertising message (brand/value) as the experimental factors.
Findings
Results suggest that promotional‐based messaging is detrimental to all three brand associations, with quality ratings witnessing the most significant declines. In addition, the current study observed no significant effects of involvement, as measured by attention to the message, on brand association measures for value‐based messaging when compared with brand messaging.
Originality/value
The current study suggests that promotional‐messaging can be detrimental to brand association measures, compared with non‐value‐based brand messaging within a durable goods category. More research is needed to understand the long‐term effects of different levels of usage of promotional‐based messaging as part of the marketing mix.
Details