Email this article 
Hide
Show all
Factors Influencing the Effectiveness of Enterprise Marketing Communications
Abstract
Theoretical background: Marketing communication is a key element of marketing, supporting tasks such as information, image building and customer acquisition. The effectiveness of communication depends on many factors, including the methods and tools used as part of an integrated marketing strategy. Digital transformation has significantly affected the ways consumers are reached, forcing marketers to adapt traditional methods to new technologies. Consumers, more trusting of each other than of companies, are becoming active marketers, increasing the importance of online communication. Modern marketing communication relies on synergies between old and new media, and on building a strong brand as the basis for a successful strategy.
Purpose of the article: The aim of this article is to analyse the literature on the topic and, on this basis, to try to answer questions related to communication processes in marketing: How has communication changed in recent times? What factors influence the effectiveness of marketing communication? What currently has the greatest impact on marketing communication in a company? To answer the questions, articles containing the topics under study and found in the SCOPUS database were analysed.
Research methods: Scientometric and bibliometric techniques were used as the research method, analysing citations and co-occurrence of keywords. Articles written between 2000 and 2023 were analysed. The papers analysed were grouped into 4 periods: Period I – 2000 to 2010; period II – 2011 to 2015, period III – 2016 to 2020 and period IV – 2021 to 2023. A score of more than 100 publications was obtained and, in the next step, limiting the number of publications, the criterion of the number of citations was adopted. A ranking of the best-cited articles was developed in each period, and based on these, factors influencing the effectiveness of the marketing communication process were analysed.
Main findings: Through a comprehensive literature review on marketing communication, the factors influencing marketing communication that change over time have been identified in tabular form. A model was proposed that summarises the factors influencing the effectiveness of marketing communication in a collective way.
Keywords
Full Text:
PDFReferences
Alsaleh, D.A., Elliott, M.T., Fu, F.Q., & Thakur, R. (2019). Cross-cultural differences in the adoption of social networks.Journal of Research in Interactive Marketing, 13(1), 119–140. https://doi.org/10.1108/JRIM-10-2017-0092
Batra, R., & Keller, K.L., (2016). Integrating marketing communications: New findings, new lessons and new ideas. Journal of Marketing, 80(6), 122–145. https://doi.org/10.1509/jm.15.0419
Blazevic, V., Hammedi, W., Garnefeld, I., Rust, R.T., Keiningham, T., Andreassen, T.W., Donthu, N., & Carl, W. (2013). Beyond traditional word-of-mouth: An expanded model of customer-driven influence. Journal of Service Management, 24(3), 294–313. https://doi.org/10.1108/09564231311327003
Cham, T.H., Cheng, B.L., Low, M.P., & Cheok, J.B. C. (2021). Brand image as the competitive edge for hospitals in medical tourism. European Business Review, 33(1). https://doi.org/10.1108/EBR-10-2019-0269
Cheung, C.M.K., & Lee, M.K.O. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218–225. https://doi.org/10.1016/j.dss.2012.01.015
Cruz, P., Neto, L.B.F., Munoz-Gallego, P., & Laukkanen, T. (2010). Mobile banking rollout in emerging markets: Evidence from Brazil. International Journal of Bank Marketing, 28(5), 342–371. https://doi.org/10.1108/02652321011064881
Danaher, P.J., & Rossiter, J.R. (2011). Comparing perceptions of marketing communication channels. European Journal of Marketing, 45(1), 6–42. https://doi.org/10.1108/03090561111095586
Di Pietro, L., Di Virgilio, F., & Pantano, E. (2012). Social network for the choice of tourist destination: Attitude and behavioural intention. Journal of Hospitality and Tourism Technology, 3(1), 60–76. https://doi.org/10.1108/17579881211206543
Doney, P.M., Barry, J.M., & Abratt, R. (2007). Trust determinants and outcomes in global B2B services. European Journal of Marketing, 41(9/10), 1096–1116. https://doi.org/10.1108/03090560710773363
Doyle, P., & Stern, P. (2006). Marketing Management and Strategy. Prentice Hall.
Eckhardt, G.M., Houston, M.B., Jiang, B., Lamberton, C., Rindfleisch, A., & Zervas, G. (2019). Marketing in the sharing economy. Journal of Marketing, 83(5), 5–27. https://doi.org/10.1177/0022242919861929
Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing Science, 23(4), 545–560. http://dx.doi.org/10.1287/mksc.1040.0071
Gupta, S., & Ogden, D.T. (2009). To buy or not to buy? A social dilemma perspective on green buying. Journal of Consumer Marketing, 26(6), 376–391. https://doi.org/10.1108/07363760910988201
Hand, Ch., Dall’Olmo Riley, F., Harris, P., Singh, J., & Rettie, R. (2009). Online groceryshopping: The influence of situational factors. European Journal of Marketing, 43(9/10), 1205–l1219. http://dx.doi.org/10.1108/03090560910976447
Hanna, R., Rohm, A., & Crittenden, V.L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265–273. https://doi.org/10.1016/j.bushor.2011.01.007
Hartley, B., & Pickton, D. (1999). Integrated marketing communications require a new way of thinking. Journal of Marketing Communications, 5(2), 97–106. https://doi.org/10.1080/135272699345699
Hoeffler, S., & Keller, K. (2003). The marketing advantages of strong brands. Journal of Brand Management, 10, 421–445. https://doi.org/10.1057/palgrave.bm.2540139
Huang, M., Cai, F., Tsang, A.S.L., & Zhou, N. (2011). Making your online voice loud: The critical role of WOM information. European Journal of Marketing, 45(7), 1277–1297. doi.org/10.1108/03090561111137714
Kaplan Thaler, L., & Koval, R. (2003). Bang! Getting Your Message Heard in a Noisy World. Currency.
Kang, J., & Hustvedt, G. (2014). Building trust between consumers and corporations: The role of consumer perceptions of transparency and social responsibility. Journal of Business Ethics, 125, 253–265. https://doi.org/10.1007/s10551-013-1916-7
Keinänen, H., & Kuivalainen, O. (2015). Antecedents of social media B2B use in industrial marketing context: Customers’ view. Journal of Business and Industrial Marketing, 30(6), 711–722. https://doi.org/10.1108/JBIM-04-2013-0095
Keller, L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2/3), 139–155. https://doi.org/10.1080/13527260902757530
Kim, A.J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1, 164–171. https://doi.org/10.1080/20932685.2010.10593068
Kim, D.-H., Spiller, L., & Hettche, M. (2015). Analyzing media types and content orientations in Facebook for global brands. Journal of Research in Interactive Marketing, 9(1), 4–30. https://doi.org/10.1108/JRIM-05-2014-0023
Kotler, P., & Levy, S.J. (1969). Broadening the concept of marketing. Journal of Marketing, 33(1), 10–15, https://doi.org/10.2307/1248740
Kozinets, RV, de Valck, K., Wojnicki, A.C., & Wilner, SJ. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(3), 71–89. https://doi.org/10.1509/jmkg.74.2.71
Kumar, V., Choi, J.B., & Greene, M. (2016). Synergistic effects of social media and traditional marketing on brand sales: Capturing the time-varying effects. Journal of Academy of Marketing Science, 45(2), 268–288. https://doi.org/10.1007/s11747-016-0484-7
Lin, J.S.C., & Hsieh, P. (2006). The role of technology readiness in customers’ perception and adoption of self-service technologies. International Journal of Service Industry Management, 17(5), 497–517. https://doi.org/10.1108/09564230610689795
Lorenzo-Romero, C., Constantinides, E., & Alarcón-del-Amo, M.-D.-C. (2011). Consumer adoption of social networking sites: Implications for theory and practice. Journal of Research in Interactive Marketing, 5(2), 170–188. https://doi.org/10.1108/17505931111187794
Luo, X., & Donthu, N. (2006). Marketing’s credibility: A longitudinal investigation of marketing communication productivity and shareholder value. Journal of Marketing, 70(4), 70–91. https://ssrn.com/abstract=2260524
MacMillan. K., Money, K., Money, A., &Downing, S. (2005). Relationship marketing in the not-for-profit sector: An extension and application of the commitment–trust theory. Journal of Business Research, 58, 806–818. https://doi.org/10.1016/j.jbusres.2003.08.008
Mangold, W.G., & Faulds, D.J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
Moslehpour, M., Dadvari, A., Nugroho, W., & Do, B.R. (2021). The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services. Asia Pacific Journal of Marketing and Logistics, 33(2), 561–583. https://doi.org/10.1108/APJML-07-2019-0442
Naik, P.A., & Peters, P. (2009). A hierarchical marketing communications model of online and offline. Journal of Interactive Marketing, 23, 288–299. https://doi.org/10.1016/j.intmar.2009.07.005
Park, Y.A., & Gretzel, U. (2007). Success factors for destination marketing web sites: A qualitative meta-analysis. Journal of Travel Research, 46(1), 46–63. https://doi.org/10.1177/0047287507302381
Pieters, R., Warlop, L., & Wedel, M. (2002). Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory. Management Science, 48(6), 765–781, https://doi.org/10.1287/mnsc.48.6.765.192
Pollák, F., & Markovič, P. (2021). Size of business unit as a factor influencing adoption of digital marketing: Empirical analysis of SMEs operating in the Central European market. Administrative Sciences, 11(3), 71. https://doi.org/10.3390/admsci11030071
Prahalad, C.K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/10.1002/dir.20015
Reinold, T., & Tropp, J. (2012). Integrated marketing communications: How can we measure its effectiveness?, Journal of Marketing Communications, 18(2), 113–132. https://doi.org/10.1080/13527266.2010.489334
Rossmann, A., Ranjan, K.R., & Sugathan, P. (2016). Drivers of user engagement in eWoM communication. Journal of Services Marketing, 30(5), 541–553. https://doi.org/10.1108/JSM-01-2015-0013
Shaltoni, A.M. (2017). From websites to social media: Exploring the adoption of internet marketing in emerging industrial markets. Journal of Business and Industrial Marketing, 32(7), 1009–1019. https://doi.org/10.1108/JBIM-06-2016-0122
Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of Research in Marketing, 39(2), 541–565. https://doi.org/10.1016/j.ijresmar.2021.09.005
Singh, J., & Sideshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of Marketing Sciences, 28(1), 150–167.
Smith, R.E., & Yang, X. (2004). Toward a general theory of creativity in advertising: Examining the role of divergence. Marketing Theory, 4, 31–58. https://doi.org/10.1177/1470593104044086
Stavrianea, A., & Kamenidou, I. (2022). Memorable tourism experiences, destination image, satisfaction, and loyalty: An empirical study of Santorini Island. EuroMed Journal of Business, 17(1), 1–20. Scopus. https://doi.org/10.1108/EMJB-10-2020-0106
Stubb, C., Nyström, A.-G., & Colliander, J. (2019). Influencer marketing: The impact of disclosing sponsorship compensation justification on sponsored content effectiveness. Journal of Communication Management, 23(2), 109–122. https://doi.org/10.1108/JCOM-11-2018-0119
Sułkowski, L., & Lenart-Gansiniec, R. (2021). Epistemologia metodologia i metody badań w naukach o zarządzaniu i jakości. Społeczna Akademia Nauk.
Swani, K., Milne, G., & Brown, B.P. (2013). Spreading the word through likes on Facebook: Evaluating the message strategy effectiveness of Fortune 500 companies. Journal of Research in Interactive Marketing, 7(4), 269–294. https://doi.org/10.1108/JRIM-05-2013-0026
Taiminen, H.M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633–651. https://doi.org/10.1108/jsbed-05-2013-0073
Thaichon, P., & Quach, T.N. (2016). Integrated marketing communications and their effects on customer switching intention. Journal of Relationship Marketing, 15(1/2), 1–16. https://doi.org/10.1080/15332667.2014.965647
Tran, H.T.T., & Corner, J. (2016). The impact of communication channels on mobile banking adoption. International Journal of Bank Marketing, 34(1), 78–109. https://doi.org/10.1108/IJBM-06-2014-0073
van Dijck, J. (2013). The culture of connectivity: A critical history of social media. https://doi.org/10.1093/acprof:oso/9780199970773.001.0001
Wagner, T., Lutz, R.J., & Weitz, B.A. (2009). Corporate hypocrisy: Overcoming the threat of inconsistent corporate social responsibility perceptions. Journal of Marketing, 73(11), 77–91.
Vashisht, D., & Sreejesh, S. (2017). Effect of nature of the game on ad-persuasion in online gaming context. Internet Research, 27(1), 52–73. https://doi.org/10.1108/intr-10-2014-0271
Yousaf, A., Amin, I., Jaziri, D., & Mishra, A. (2021). Effect of message orientation/vividness on consumer engagement for travel brands on social networking sites. Journal of Product and Brand Management, 30(1), 44–57. Scopus. https://doi.org/10.1108/JPBM-08-2019-2546
Zhai, Q., Cao, X., Mokhtarian, P.L., & Zhen, F. (2016). The interactions between e-shopping and store shopping in the shopping process for search goods and experience goods. Transportation, 44(5), 885–904. https://doi.org/10.1007/s11116-016-9683-9
DOI: http://dx.doi.org/10.17951/h.2024.58.4.205-222
Date of publication: 2024-10-26 13:52:15
Date of submission: 2024-09-09 18:47:00
Statistics
Indicators
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Małgorzata Spychała, Marek Goliński, Bartosz Piotrowski, Katarzyna Łucka, Mikołaj Adamczak
This work is licensed under a Creative Commons Attribution 4.0 International License.