Drawing on the expertise of multi-disciplinary scholars from emerging economies, this volume aims to share fascinating perspectives on marketing communications by discussing the shift in the power of public relations, and highlighting how the small and local use communication effectively to improve performance and shares useful lessons on how to communicate hope by responding to customer emotions during uncertainties. The book contains valuable lessons and insights on communicating corporate social responsibility, effective social media communication, enacting brand purpose through communication, and using aesthetics in point-of-purchase advertising to drive purchase intention. It is the first of its kind to highlight key conceptual issues and provide critical empirical evidence on marketing communications in and from emerging economies. Corporate executives, educators, students, policymakers and businesses would find this book a useful tool on marketing communication as it lays bare some important strategic and operational insights specific to emerging markets.
Author(s): Thomas Anning-Dorson, Robert E. Hinson, Stanley Coffie, Genevieve Bosah, Ibn Kailan Abdul-Hamid
Series: Palgrave Studies of Marketing in Emerging Economies
Publisher: Palgrave Macmillan
Year: 2021
Language: English
Pages: 321
City: Cham
Preface
Contents
Notes on Contributors
List of Figures
List of Tables
1 Introduction to Marketing Communications in Emerging Economies: Conceptual Issues and Empirical Evidence
1.1 Introduction
1.2 Marketing Communications, A Critical Business Function
1.3 Structure and Contributions of the Book
1.4 Conclusion
References
2 Traditional and Contemporary Notions of Marketing Communications
2.1 Introduction
2.2 Traditional Marketing
2.2.1 Theories of Traditional Marketing
2.2.2 Traditional Marketing Mix
2.2.3 Theories of Traditional Marketing Communications
2.2.4 Advantages of Traditional Marketing Communications
2.3 Contemporary Marketing Communications
2.3.1 Digital Marketing Communications
2.3.2 Social Media and Digital Marketing Communications
2.4 Co-Creation
2.4.1 Shared Values
2.4.2 Relationship Marketing
2.4.3 Customer Evangelism
2.4.4 Business Marketing
2.4.5 Social Marketing
2.4.6 Transaction Marketing
2.4.7 Consumerism
2.4.8 Examples of Contemporary Marketing Communications
2.5 Conclusion
References
3 Power Shift: Analyzing the Changing Role of Public Relations in the Marketing Mix
3.1 Introduction
3.2 Public Relations Role in Integrated Marketing Communications
3.3 Emerging Media: Digital Platforms and Social Media
3.4 Public Relations in Economic Declines and Marketing Constraints
3.5 Public Relations and Emerging Demographic Landscapes: Hispanics in the United States
3.6 Managerial Implications
3.7 Conclusion
References
4 Marketing Communication Planning for SMEs in Emerging Markets
4.1 Introduction
4.2 SMEs and IMC Planning and Deployment in Emerging Economies
4.3 An Evaluation of IMC Planning Among SMEs in Emerging Economies
4.4 Marketing Communication Objectives and the Product Life Cycle
4.4.1 The Decline Stage and Its Attendant SME Communication Objective
4.5 Marketing Communication Objectives and the Hierarchical Effect Model
4.6 Budgetary Constraints
4.7 Marketing Research and Marketing Communication Mix Selection
4.8 Marketing Research and SME IMC Channel Options
4.9 Marketing Intelligence, Research and IMC Decisions
4.10 Conclusion
References
5 Communicating Corporate Social Responsibility Initiatives: A Focus on COVID-19
5.1 Introduction
5.2 CSR Communication
5.2.1 Stakeholder Information Strategy
5.2.2 Stakeholder Response Strategy
5.2.3 Stakeholder Involvement strategy
5.3 Etter’s Three Strategies of CSR Communication on Twitter
5.4 Reporting of CSR Activities During COVID-19 Pandemic
5.5 Managing CSR Communications
5.6 Designing CSR Communication Message Decisions
5.6.1 Message Content
5.7 The CSR Initiative
5.7.1 The CSR Commitment
5.7.2 CSR Motives
5.7.3 Reducing CSR Scepticism
5.7.4 The CSR Fit
5.8 Communication Channel Decision
5.8.1 CSR Advertising
5.8.2 Corporate Annual and Sustainability Reports
5.8.3 Corporate Websites
5.8.4 Social Media
5.9 Typology of CSR Communication Tools
5.9.1 Instrumental CSR
5.9.2 Deliberative CSR
5.10 CSR Communication Outcomes
5.10.1 Brand Awareness
5.10.2 Corporate Reputation
5.10.3 Consumer Purchase
5.10.4 Customer Loyalty
5.10.5 Employee Productivity and Loyalty
5.10.6 Investor Decisions
5.11 Conclusion
References
6 Ithemba Lila Nyuka (Hope is Rising): Responding to Customer Emotions During Uncertainties
6.1 Introduction
6.2 Background, Approach and Theoretical Framework
6.3 The Marketing Communication Campaign
6.4 Managing the Customer Value Through Communication
6.5 Customer Response to the New Value on Offer
6.6 Conclusions
References
7 Perception of Marketing Communication Practice: Evidence from Rural and Community Banks
7.1 Introduction
7.2 Theoretical Review
7.2.1 The Concept and Perceptions of Marketing Communications
7.3 Marketing Communications Objectives
7.4 Marketing Communication Tools
7.5 Marketing Communication Strategies
7.5.1 Promotion and Advertising Strategy
7.5.2 Product Strategy
7.5.3 Channel Strategy
7.6 An Empirical Study of Perceptions of Marketing Communications
7.7 Methodology
7.7.1 The Philosophical Position of This Research
7.7.2 Study Population
7.7.3 The Design Adopted for This Research
7.7.4 Cross-Sectional Survey Design
7.7.5 Simple Random Sampling Technique
7.8 Results and Discussions
7.8.1 Socio-Economic Characteristics of Respondents
7.8.2 Socio-Economic Characteristics of Clients of RCBs in Ghana
7.8.3 Perception of RCBs on Marketing Communication Mix in Ghana
7.8.4 Marketing Communication Mix Used by RCBS in Ghana
7.8.5 Perception of Marketing Communication Mix Tools Currently Used by RCBs
7.8.6 Perception of RCBs on Marketing Communication Mix in Ghana
7.8.7 Perception of Clients on Marketing Communication Mix Used by RCBs in Ghana
7.9 Conclusion and Recommendations
7.9.1 Orientations and Perceptions of the Marketing Communications Mix
7.9.2 Contributions to the Body of Knowledge
7.9.3 Management Implications
7.9.4 Proposed MC Model (Conceptual Framework)
7.9.5 Limitations
References
8 Exploring Drivers of Performance in Advertising Firms in Ghana: A Perspective of Attribution Theory
8.1 Introduction
8.2 Developments in the Advertising Sector in Ghana
8.3 Theoretical Background: Attribution Theory
8.4 Conceptual Framework and Research Propositions
8.5 Technological Advancement
8.6 Managerial Processes
8.7 Human Resource Practices
8.8 Methodology
8.9 Presentation of Findings
8.10 Technological Advancement
8.10.1 Content Creation Technologies
8.10.2 Interactive Technologies
8.10.3 Improved and Increased Media Outlets
8.11 Managerial Process
8.11.1 Size and Capabilities of the Board of Management
8.11.2 External Control of Advertising Agencies
8.12 Human Resource Practices
8.12.1 Qualified Personnel
8.12.2 Career Development
8.12.3 Remuneration
8.13 Discussion and Conclusions
8.13.1 Theoretical Implications
8.13.2 Practical Implications
8.13.3 Direction for Future Research
References
9 Using Social Media Communication to Enact Brand Purpose During a Global Health Pandemic
9.1 Introduction
9.2 Literature Review
9.2.1 The Brand as a Social Construct
9.2.2 What Is Brand Purpose?
9.2.3 Why Brand Purpose Matters During Difficult Times
9.2.4 Strengthening Brand Purpose with Social Media Brand Communication
9.3 Research Question
9.4 Research Methodology
9.5 Findings
9.5.1 Theme 1: Aligning Consumer Priorities with Core Brand Values
9.5.2 Theme 2: Being Future-Focused
9.5.3 Theme 3: Helpful Information-Sharing for Principle-Driven Solutions and Support
9.6 Discussion
9.6.1 Theoretical Implications
9.6.2 Practical Implications
9.7 Conclusion
References
10 Aesthetics Response to Point-of-Purchase Advertising and Purchase Intentions of Groceries
10.1 Introduction
10.1.1 Marketing Using Aesthetics
10.1.2 POP Material as a POP Advertising Tool
10.2 Theoretical Issues
10.3 Measuring How Perception of Point-of-Purchase Elements Influence Purchase Intentions
10.3.1 Mystery of Point-of-Purchase Material and Purchase Intentions
10.3.2 Coherence/Clarity of Point-Of-Purchase Material and Purchase Intentions
10.3.3 Complexity of Point-of-Purchase Material and Purchase Intentions
10.3.4 Legibility of Point-of-Purchase Material and Purchase Intentions
10.4 Research Model
10.5 Methods
10.6 Results
10.7 Measurement Model
10.8 Structural Model
10.9 Discussion of Findings
10.10 Conclusions
10.11 Implication to Retail Marketing in Emerging Markets
10.12 Future Research
References
11 Analyzing the Use of Social Media Communication Strategies in Indonesia and Malaysia: Insights and Implications
11.1 Introduction
11.2 Social Media Usage in Indonesia and Malaysia
11.2.1 Social Media Usage in Indonesia
11.2.2 Social Media Usage in Malaysia
11.2.3 Social Media Usage Before and During COVID-19 Pandemic
11.3 Social Media Marketing Strategies
11.3.1 Social Media Optimization Strategy
11.3.2 Social Media Engagement-Focused Strategy
11.3.3 Social Media Commercial-Focused Strategy
11.3.4 Social Media Early Extension Strategy
11.4 Concluding Remarks: The Roads Ahead
References
12 Marketing Communications in Emerging Economies: Conclusions and Recommendations
12.1 Introduction
12.2 Reflections and Lessons
12.3 A Mix of Traditional and Contemporary Marketing Communication Channels in EEs
12.4 Public Sector Marketing and Marketing Communications
12.5 The Future of Marketing Communications Research
12.6 Conclusion
References
Index
