Marketing Communications Strategy through Social Media

Social media is becoming an important tool of marketing communications.With a huge number user in India and growing rapidly,Facebook’s popularity is making banks test the waters with a few basic services to discover how comfortable customers are carrying out transactions on the social networking site.By some estimates,social networking now accounts for 40 percent of all time spent online in India.Between December 2008 and December 2009,total visits to the top 10 social networking sites increased 63 percent.Nearly one in 10 Internet visits ends up at a social network;nearly one in four page views is on a social networking site,thus,making social networking a lucrative option for brand managers to market their brand and to create a brand identity.It is felt that people’s brand choices used to be heavily influenced by advertising.Today,this pattern is changing.Persons with access to computers,iPads,or smart phones now take time to reach the brands in a category,such as cars or TV,before making their final choice.Younger persons find it very easy to look up information about products on the Internet,ask their Facebook friends,attend to bloggers,and watch Youtube.Social media is a boon.It also has bane.Under this backdrop,this paper will address marketing communications strategy through social media in the fast-moving consumer goods(FMCG)Industry in India.

Marketing Communications in Global Society

As a result of computer invention, especially the internet, changes have occurred in all walks of life in the global era including the marketing communication strategies which are inseparable parts of marketing and business. This intensifies the role of marketing communication in achieving business goals. Furthermore, the established and successful philosophy, strategy, technique, and theories of marketing communication in the past are now outdated and unfit for achieving wanted business goals in this information technology era. Besides, information technology inventions have changed people＇s lifestyle especially the global consumer attitude which is responsible for the commotion in today＇s implementation of global marketing communications strategies. This paper examines the implementation of ideas that are considered responsive to the changes of conditions in the past three decades and the future which are completely different with the past development and implementations. This paper illustrates the changes that have occurred in the implementation of integrated marketing communications studies. This paper supports the assumption that integrated marketing communications is considered the business strategy that is able to overcome the present and future global market era challenges

Beyond Algorithms: A Comprehensive Analysis of AI-Driven Personalization in Strategic Communications

This comprehensive study investigates the multifaceted impact of AI-powered personalization on strategic communications, delving deeply into its opportunities, challenges, and future directions. Employing a rigorous mixed-methods approach, we conduct an in-depth analysis of the effects of AI-driven personalization on audience engagement, brand perception, and conversion rates across various industries and communication channels. Our findings reveal that while AI-powered personalization significantly enhances communication effectiveness and offers unprecedented opportunities for audience connection, it also raises critical ethical considerations and implementation challenges. The study contributes substantially to the growing body of literature on AI in communications, offering both theoretical insights and practical guidelines for professionals navigating this rapidly evolving landscape. Furthermore, we propose a novel framework for ethical AI implementation in strategic communications and outline a robust agenda for future research in this dynamic field.

Analysis of the Mobile Communications Market Shares in China Based on Improved Stackelberg Model

Based on improved Cournot model and Stackelberg model,this paper analyzes the firstmover advantage of China Mobile which is in a dominant position;then,by using complete information dynamic game,this paper analyzes the market shares of the oligarchic monopoly market of the mobile communications industry before the restructuring of the telecom industry and tests the analysis conclusion;at the same time,this paper analyzes the market shares in initial stage and mature stage of the mobile communications market after the restructuring.According to the analysis of this paper,China Mobile's market share will drop after the restructuring,the restructuring has a certain effect,but China Mobile is still in a leading position.Whether the duopoly market before the restructuring or the three oligopoly market after the restructuring,every mobile operator has a relatively fixed market share under stable condition.This shows that mobile operators in China should cooperate on the basis of competition when developing the domestic market,and explore the international market to achieve greater development.

Website Marketing Communication in Health Tourism： A Content Analysis of Website Attributes of Thermal Tourism Facilities in Turkey

The aim of this exploratory study is to analyze the effectiveness of website communications regarding thermal tourism and to evaluate the website attributes of thermal tourism facilities in Turkey. In order to achieve this aim, seven main categories （contact information, general information, facility information, thermal/medical and wellness services information, surrounding area information, booking and external contracts information, and technical items） and 55 sub-items are identified. Then websites are analyzed with a content analysis method. One hundred and sixty four thermal facilities in Turkey could be listed and accepted as the population. Systematic sampling method was used with a sample size of 33 thermal facilities. After the frequency analysis, results showed that most of the thermal facilities do not have an efficient website management in Turkey. Although official websites are very critical tools for effective marketing communication, thermal facilities are utilizing only a small potential of their websites.

＂Why Do They Drink？＂ Alcohol Uses and Opinions Towards Alcohol Marketing Communication Messages of Thai Teens

Problem about adolescent drinking has accelerated. Although the alcohol advertisements are restricted by Thai law, nevertheless the alcohol manufactures could still find their way to convey the message about their products to their consumers, including the adolescents in the school system through several marketing communication tactics. To this study, investigated opinion of Thai teens on alcohol use specific to.. （1） types of alcoholic beverages preferred; （2） reason at first alcohol use; （3） future drinking intention; and （4） perceptions toward alcohol marketing communication. The cross-sectional survey was conducted on 5184 students from grades 4th-12th and vocational school in seven regions of Thailand. The data from questionnaires were analyzed using simple descriptive statistic, frequency distribution, and percentages. Those teens reported to start drinking beer because of wanting to experiment with alcohol （41.3%）, to celebrate in special occasion （29.2%）, and due to friends involved （15.7%）. Majority of teens in this study （〉 80%） disagree or strongly disagree with persuasive message of alcohol advertised through several media channels. Most of the samples have good media literacy, know the intention of the marketing communication of the alcohol manufacturers, and could not be persuaded easily. The results required further evaluation for influence of alcohol marketing communication on students＇ alcohol expectancy and alcohol use for proper policy recommendation and management.

The Attributes of Social Media as a Strategic Marketing Communication Tool

New digital trends are transforming the media industry landscape, modifying elemental characteristics and attitudes of companies as well as of consumers. Firms often claim that their presence in social media （SM） is a key element to success. SM helps companies rethink the traditional one-way flow of their marketing messages and to incorporate a new interactive pattern into their communications. Nevertheless, these tendencies involve problems of strategic myopia for firms that do not structurally integrate these tools. One main problem is that institutions can rarely differentiate between the various types of SM and the attributes thereof, while the literature equally reveals a number of contradictions in the subject. The present conceptual paper lays the foundations of a strategic approach to SM and discusses its theoretical implications. Following an overview on the concept of SM, through a content analysis of the specialized management literature （n = 14）, we present various best practices and reflect on the apparent lack of strategic thinking in using SM as a marketing application. Then, we compare these practical examples with general marketing strategy theory. By merging theory and practice, we aim to provide an insight towards a well-founded application of SM as a genuinely strategic marketing tool.

Analysis on China's Satellite Communications Market

This paper analyses in detail the uses of communications satellite transponders andusers’ demand at present in China based on the investigation and other related data about the satellite communications market.Meanwhile,it also analyses satellite transponder resources that China may provide before 2000.

Pandemic influenza: A global challenge for social marketing marketing

Recent years have seen increased attention and concern regarding the potential for pandemic influenza, following large-scale outbreaks of swine flu and bird flu. Governments and health agencies have time to develop social marketing strategies and specific messages that have the potential to minimize fear, refute or inoculate against misinformation that the public may encounter, and enhance the likelihood of the public taking the recommended preventive and remedial actions should these become necessary. This paper presents an overview of how social marketing can be used to tackle the global challenge of pandemic influenza. The potential pandemic influenza poses a major challenge for social marketers (along with governments, health services, and businesses). There are a number of critical factors about a potential pandemic influenza that make it fundamentally different to the majority of issues to which social marketing has previously been applied. The underlying principles of social marketing are equally applicable to a global infectious disease outbreak (such as pandemic influenza). Even if the current strains do not become pandemic, social marketers should use this impetus to develop the skills and resources to address future communicable disease outbreaks. This paper applies the concepts of social marketing to a unique health issue which has the potential to become one of the largest global public health crises in history, but which can be tackled with effective global social marketing.

Theatre Arts as Social Marketing Application Tool： Sustainable Development Approach to Diffuse the Environmental Message to Teenagers in Chiang Mai, Thailand

Often, the word ＂community＂ and ＂sustainability＂ are interlinked in 21st century development approaches. Most development communicators have focused on top-down communication strategies and used various means to diffuse the message to the target community. However, with the change in media landscape today, the challenge is how to select the ＂right＂ communication application to foster the behavioral and cognitive sustainable changes in their own community. This research aims to investigate theatrical performance as sustainable communicative means demonstrating environmental issues and the concepts of sustainable development among high school students and Chiang Mai University students. With the application of ＂Devised Theatre＂, the process provides a space to investigate the attributes, characteristics and development of community theatre on how it reflects the concept of communication for social change. The research, therefore, examines the outcome of this creative social application tool and utilizes Practice as Research （PAR） a research methodology. The result will reveal the following： （1） how dramatic arts can be an effective means of social marketing to raise ＂awareness＂ on environmental issues; （2） how the performance raises environmental awareness in not only physical and psychological phases, but also spiritual dimension as a learning process among the participants, and （3） the sustainability of theatrical social application tool in which the participants of devised theatre project （devisees） can become the devisors in order to form new generation of the devisees--the teenage audience.

Marketing Research on Hotel Industry using WeChat to Transform Customer Traffic

The hotel industry is trying to use "private traffic" to promote direct channel reservation.From the perspective of social trust, the structural equation model is used to verify the social interactions between hotel and customers on WeChat, the interactions between customers’ WeChat friends, WeChat community interaction, and the relationship between brand communication and hotel direct sales. The results show that the interaction between customers’ WeChat friends and WeChat community interaction can promote customers to order hotel products from the hotel’s direct channel, and brand communication plays two completely opposite moderating roles in this process. Therefore, it is proposed that hotels should use WeChat to carry out marketing work strategically, so as to avoid excessive dependence on distribution channels.

Effectiveness of Communications of“Airbnb”

This report analyzes the effective and ineffective communication of Airbnb.First,it presents the mission statement and explains what the mission coveys to the insiders and outsiders of Airbnb.Second,it illustrates corporate culture in the order of the development of Airbnb.Then,using the BCG matrix and customer profile,it outlines how the market is divided and who target populations are.It also describes how to identify and approach stakeholders and considers the use of quantitative data collection methods to position key stakeholders.Besides,it provides different ways of communication to different stakeholders.Nevertheless,some ineffective communications still exist.For them,some recommendations are discussed and concluded.

Marketing Development and Recognition of DFH-4 Series Bus Satellites

In this paper,we examine the interrelation between innovation and commercial marketing using the DFH-4 series bus satellite as an example which customers are familiar with.Strategies in evolving satellite buses and key subsystem technologies without compromising on advanced innovations,favorable heritage and thorough verification are also discussed.Market development experiences with the DFH-4 series bus satellite are summarized and market recognition is reflected from the space insurance perspective.

The Effectiveness of Internal Communication in Media Organization

A well-organized system of internal communication is vital in any organization open to improvement and change, pursuing better management of its resources and caring forgood work atmosphere. Internal communication is primarily to provide efficient, mutual flow of information between employees and management staff at all levels in each area of the organization. In order to present internal communication tools and evaluate their effectiveness a survey study was conducted among the employees of the listed media company Cyfrowy Polsat, one of the two leading private TV groups in Poland. The study involved 136 employees （17% of total employment）. The majority of respondents were male （85%）. All the respondents were 23 to 47 years of age. Almost half were below 24 years of age and 38% represented the age group 25-34 years of age. The majority of respondents declared higher education with master degree and working time exceeding three years. The survey showed that the dominant form of communication is message distribution via electronic channels which confirmed the research assumption that there was a dehumanization of contacts and indirect communication dominated over direct contact. Limited direct contact was also recognized as the major cause of conflicts and disputes. The study was based on the analysis of literature and source materials （reports, statistics, newsletters, and legal acts）. Additionally, the paper provides the presentation of Cyfrowy Polsat＇s position in the Polish media market as well as the strategies and objectives of the company.

The Role of Carbon Footprint Programme Operators for a Credible Communication:From the Italian Experience to the Carbon Footprint International Alliance

This work reviews the opportunities to make the communication of Carbon Footprint more effective,starting from the experience of CFI(Carbon Footprint Italy)and moving in the direction of CFIA(Carbon Footprint International Alliance).In view of the implementation of the ambitious policies set globally,requiring a quick and irreversible decarbonization of all the sectors,it is crucial to guarantee that transparent,reliable,and effective information is provided to the public.The analysis is built on CFI,the Italian initiative,and is focused on the global initiatives that are evolving worldwide.To ensure the best communication possible of carbon footprints all around the world,it becomes necessary for all the programmes to apply the same,credible rules and collaborate in view of a mutual,multilateral recognition.Built upon the experience of MLA(Multi-Lateral Agreements)among accreditation bodies,the CFIA aims at gathering the existing initiatives to create a strengthened international network to boost the global recognition of carbon footprints,thus facilitating the enhancement of virtuous companies in the global market.

Methodological Approaches to Study Internet Financial Communication

The aim of this paper is to show how qualitative and quantitative approaches can be complementary to study internet financial communication in a thesis by papers and how grounded theory （GT） can be the link among the different papers of the thesis. The study context of our thesis was the unregulated markets of New York Stock Exchange （NYSE） Euronext Brussels and the problematic rose from this context： What is the voluntary effort of communication when there is no obligation of internet financial communication？ Four papers tried to answer this central question and other following research questions. To answer those research questions, several methodological approaches were used： content analysis of websites and scoring, linear regression, paired sample, and interviews. At the end of our thesis by papers, we discovered that GT was the general methodological travel among the papers： Every article had for vocation to try to answer the questions raised by the previous article.

An Exploratory Study on the Electronic Word of Mouth Communication in Promoting Brands in the Online Platforms

This study discusses on the communication method followed by most of the brands called. “Electronic Word of Mouth” in a short form is called as eWOM in order to reach the customers effectively in a short span. Social media having become a new hybrid component of integrated marketing communication allows the brands to establish strong relationship with the customers. With the establishment of customer relationship online, the brands create a platform for the customers to discuss about the product features, quality, price and write a review about the product online. This research analyses about the social media and its impact in spreading the messages about the brands to the end customers and the impact of gender, age groups, income, designation and the demographic details of the customers in trusting the information that is spread through electronic media and the level at which the eWOM helps the customers to select the brand.

Investor Relations （IR） in Business Communication on the Example of Poland

This paper focuses on investor relations （IR） as an element of companies＇ communication with the external environment. It shows the place and role of IR in communication with the general market, and the stock exchange market in particular. The study is illustrated with an example of IR in Poland, a relatively new European Union （EU） member state and an emerging market. As can be seen, IR goes beyond the traditionally understood maintenance of communication with the capital market. It is also shown that the main role of IR ought to be the reduction of investment risk and enhancement of the companies＇ value, which is of particular significance in light of the current globalization of capital markets. It has been found that Polish companies, especially those listed on the Warsaw Securities Exchange （WSE）, commonly rely on IR as a means of communication with the environment. And yet, as the results of the analysis show, the quality of that communication is still far from satisfactory, despite efforts undertaken by various external entities to encourage more focus on the development of IR, or understanding of the company＇s relevant staff of its important role.

Innovations and Regional Development in Non-Profit Sector of the Czech Republic

The aim of this study is to present one of the possibilities of innovations focused on regional development in the non-profit sector. The primary basis shows the way to eliminate or remove the problem fields, the so-called non-profit organizations failures such as philanthropic insufficiency, philanthropic paternalism, philanthropic amateurism and philanthropic particularism. These present the final values and provide conclusions of the Analysis of Non-profit Non-governmental Organisations of Zlin Region. The current situation reveals the longstanding problem of non-profit non-governmental organizations, which is the absence of professional marketing staff, and suggests new possibilities for university graduates＂ application on the labour market, thus creating the essential platform for new approaches in designing educational programs. Non-profit organizations should therefore pay increasing attention to addressing both general public and particularly the youth since young people may be their future volunteers, employees, donors and sympathizers.

Comparative Analysis of DMO Website Features:A Case Study of Three Asian Tourism Destinations

In the digital era,more and more people tend to look for travel-related information on the Internet.Hence,destination marketing organization(DMO)websites can play a decisive role in affecting people’s destination choices.Based on the study of Pai,Xia,and Wang,Macao’s DMO website received the lowest score in the effectiveness when compared to the other four tourism destinations:Japan,Korea,Hong Kong,and Thailand.This paper aimed to carry out a comparative analysis on the functionality among three DMO websites in Asia.Each website was examined in great detail,and the features were categorized according to a well-established conceptual framework pioneered by Li and Wang.Consequently,the results of this study gave useful information and new insights to destination marketing managers in terms of gap analysis and the development of new features for their websites.The results of this research could be used as benchmarking purposes in regards to website functionality.In addition,DMO websites in western countries,such as Canada,were also examined for a better understanding of the comprehensiveness of the available website functionality aimed for prospective visitors.Business and managerial implications were also discussed.