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In today’s fiercely competitive realm of higher education, Integrated Marketing Communications (IMC) have emerged as a crucial approach for institutions to effectively connect with prospective students. This study examines the influence of IMC strategies on students’ choices of higher education institutions (HEIs) in Bangalore, India. Using a descriptive research design, data were gathered via a structured questionnaire from a sample of 384 students. The findings reveal notable disparities in perceptions of IMC based on gender, academic discipline preference, and institution type. Interestingly, age does not yield significant differences in IMC perceptions. A positive correlation (0.632) between IMC perceptions and choice of HEIs underscores the importance of customized strategies in attracting and engaging students. IMC strategies such as digital marketing, social media engagement, content marketing, alumni engagement, and student ambassadors significantly influence the choice of HEIs with the variance of 0.315, 0.523, 0.394, 0.619, and 0.298, respectively. Further, IMC strategies such as digital marketing, social media engagement, alumni engagement, partnership with influencers, and student ambassadors significantly influence the selection of disciplines with the variance of 0.298, 0.642, 0.497, 0.421, and 0.234, respectively. In essence, this study emphasizes the pivotal role of effective IMC strategies in higher education choice decision-making and provides actionable insights for institutions seeking to refine their marketing approaches.

Copyright of Intermedia International e-Journal is the property of Istanbul Ticaret University, Faculty of Communication & Media and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Industry is currently one of the main sectors in the Indonesian economy. The fishing industry is a growing industry and plays the largest contributor to the formation of Indonesia's Gross Domestic Product. Therefore, a company in the industrial sector requires higher competitiveness compared to other industrial companies and is able to maintain a position. Integrated marketing communication is one of the strategies or concepts of marketing communication in a company. Through integrated marketing communication, the marketing process of a product from the company can run effectively so as to increase productivity, profit, and loyalty of the company as applied to Sakana Frozen Food. This study was structured with the aim of analyzing the Integrated marketing communication strategy in forming Sakana Frozen Food Loyalty. The method used in this study uses a case study method with an approach approach. Based on the research results that Sakana Frozen Food applies 7 of 8 steps of Integrated marketing communication. Sakana Frozen Food does not involve a strategy to determine the total promotion mix because for that strategy the Company has Distributors and agents to develop its creativity. Outside of these 8 IMC strategies, Sakana Frozen Food uses the Maklon Strategy. [ABSTRACT FROM AUTHOR]

The use of communication techniques in marketing has become a fundamental component of effective marketing policy, representing an element of differentiation from the competition, which leads to obtaining, on the one hand, a competitive advantage, and on the other hand, to the consolidation of a long-term relationship with the consumer, ultimately determining their loyalty, with a notable effect on the financial outcomes of the organization. The selection of appropriate communication tools and channels, tailored to the interests of the targeted consumer segment requires a considerable effort on the part of marketers in the direction of deciphering consumer behaviour, understanding the influencing factors that shape it in the current economic and social climate, in which the use of digital technologies represents the most suitable means of initiating and conveying messages to consumers, as well as from consumers to the organization. The present study aims to emphasize the importance of using digital communication tools on the orientation of the purchase decision towards the products/services of an organization, without excluding, however, the need for an adequate use of traditional marketing communication tools. In the present article, the impact on consumer behaviour is analysed based on research from secondary data sources.

Background: The food and beverage (FnB) industry plays an important role in the global and local economy, especially in Indonesia, where this sector contributes significantly to the Gross Domestic Product (GDP). Soto Kudus Pak Minto is one of the players in this sector that faces competition challenges and declining profits amid the rapid growth of the FnB sector. Purpose: This research aims to analyze the internal and external conditions of Soto Kudus Pak Minto's business in order to formulate the right marketing strategy to increase brand awareness and competitiveness. Methods: This study uses a qualitative approach with in-depth interviews as the main data collection method. Thematic analysis and SWOT are used to analyze the business situation and map out the appropriate marketing strategy. The data collected was analyzed using Nvivo software. Results: The results of the study show that although Soto Kudus Pak Minto has an advantage in terms of authentic taste, they face several challenges, including stiff competition, rising operating costs, and lack of an integrated marketing strategy. Conclusion: The study recommends the implementation of an integrated marketing strategy (IMC) that leverages social media, collaboration with travel agents, and discount promotions to increase brand awareness and expand market share. This approach is expected to overcome existing challenges and increase the company's profitability. [ABSTRACT FROM AUTHOR]

This research aims to identify marketing communication channels used to develop social media marketing plans and appropriate implementation steps by d'Emmerick Hotel Salatiga, types and forms of content, and techniques for reaching hotel customer groups through conventional and digital social media marketing channels in the most efficient way. This research is a qualitative descriptive study. The results of the analysis show that the company has used conventional and digital marketing models, especially during and after the pandemic. Digital marketing media during and after the pandemic are more widely used, including the use of official websites, Facebook, Instagram, and TikTok, while YouTube was initially used but now prefers TikTok. Apart from that, WhatsApp is also used for personal relationships. The results of the SOSTAC analysis show that there is a development in the use of social media, especially Instagram, which has a high following, which allows for a real increase in site visits. [ABSTRACT FROM AUTHOR]

YouTube is in the 2nd position of social media that is often used in 2023 through the official We Are Social website. This is because people are starting to leave mass media to social media. Different types of video content are very popular and widely viewed, including funny videos, short films, infotainment videos, and more. This study was conducted to find out the factors behind Content Digital, Public Figure Self-branding, Celebrity Worship, and Audience Motivation. YouTube can now be used as a place for marketing strategies to increase brand image or purchases through Integrated Marketing Communication (IMC). Therefore, content marketing strategy involves creating content to reach the target market. Based on that customers connect with the brand to fulfill their requirements. This study was conducted on 278 participants with ages ranging between 16-25 years old. The data were collected by questionnaire. We find that the presence of sponsorship content on YouTube has an impact on attitudes towards YouTube influencers. The three elements of entertainment, information, and interference in sponsorship content on the YouTube platform play a role in shaping attitudes toward YouTube influencers. Influencers have the potential to provide concrete benefits to prospects and customers by presenting appropriate content. [ABSTRACT FROM AUTHOR]

Integrated Marketing Communication (IMC) represents a pivotal approach in contemporary business, emphasising the coordination and integration of various communication tools to achieve a coherent and consistent message. This research investigates how Croatian companies have integrated IMC into their marketing strategies within the Croatian business environment. The findings indicate a growing trend of adopting this integrated approach, with a primary focus on consistency, personalisation and effectiveness of IMC activities. A synergy between marketing communication channels and an emphasis on adaptable, innovative IMC strategies has been recognised. However, challenges such as inter-departmental coordination within companies and optimisation of IMC strategies are pointed out as areas that require further attention. Despite these challenges, Croatian companies recognise the importance and potential of IMC as a strategic tool to enhance their market visibility and competitive advantage. Considering the dynamism of the market environment, continuous innovation, education, and adaptation are crucial for achieving the long-term success of IMC strategies. [ABSTRACT FROM AUTHOR]

Copyright of Pamukkale University Journal of Business Research / Pamukkale Üniversitesi İşletme Araştırmaları Dergisi is the property of Pamukkale University Journal of Business Research and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

There is a growing need for small and medium-sized businesses (SMEs) to employ Integrated Marketing Communication (IMC) components to develop a robust brand-focused communications strategy given the present uncertain market circumstances and the consequent market volatility. For SMEs, the IMC pillars are crucial for building a robust strategic presence, which in turn improves company success. A descriptive cross-sectional study was employed to establish the link between IMC components and business performance. Data from 845 SME managers or owners were collected from India and were analyzed using PLS-SEM. The results show a strong correlation between the five dimensions of IMC performance and enhanced company performance. The results of the moderation analysis also show that Market Orientation has little effect on the connection between IMC features and Business Performance. In this article, we’ll look at how SMEs can improve their company performance plans by incorporating market orientation and integrated marketing communication (IMC). SMEs, especially those in the service industry, would benefit greatly from this study’s findings regarding the need to use this managerial approach to boost SME performance.

This study aims to examine the influence of corporate culture and Integrated Marketing Communication (IMC) strategy on market performance in the banking industry, addressing an urgent need for enhanced competitiveness and adaptability in this rapidly evolving sector. Using the Partial Least Squares (PLS) based Structural Equation Modeling (SEM) analysis method, this research analyzes data collected through an online survey from various stakeholders in the banking industry, including marketing division managers and head office personnel with a minimum tenure of one period. The findings reveal that a collaborative culture has a significant positive influence on IMC implementation, while a control culture has a less significant impact. Moreover, effective IMC implementation enhances message consistency, interactivity, organizational alignment, and stakeholder-focused strategic focus, all of which contribute to improved market performance. This study provides critical insights into the importance of integrating supportive corporate culture and effective IMC strategies, highlighting their potential to significantly enhance market performance in the banking sector, thereby addressing the pressing challenges faced by the industry. [ABSTRACT FROM AUTHOR]

Abstract This article aims to show the application of Integrated Marketing Communication (IMC) in the context of Kopi Kenangan, a popular coffee company in Indonesia. IMC is an approach that integrates various marketing and communications elements to achieve consistent and effective goals. The research approach uses qualitative with qualitative descriptive methods. The research results show that the implementation of IMC has made Kopi Kenangan successful in creating a well-coordinated marketing strategy, starting from branding, promotions, to communication with customers. This article analyzes the IMC elements used by Kopi Kenangan, including the use of social media, advertising, sponsorship, and integrated communication strategies. This shows how important IMC is in creating consistent messages and influencing customer perceptions, as well as an effective strategy for building and expanding the consumer base in the coffee industry. Abstrak Artikel ini bertujuan untuk menunjukkan penerapan komunikasi pemasaran terapdu atau Integrated Marketing Communication (IMC) dalam konteks Kopi Kenangan, sebuah perusahaan kopi yang populer di Indonesia. IMC adalah pendekatan yang mengintegrasikan berbagai elemen pemasaran dan komunikasi untuk mencapai tujuan yang konsisten dan efektif. Pendekatan penelitian menggunakan kualitatif dengan metode deskriptif kualitatif. Hasil penelitian menunjukkan bahwa penerapan IMC telah membuat Kopi Kenangan telah mampu menciptakan strategi pemasaran yang terkoordinasi dengan baik, mulai dari branding, promosi, hingga komunikasi dengan pelanggan. Artikel ini menganalisis elemen-elemen IMC yang digunakan oleh Kopi Kenangan, termasuk penggunaan media sosial, iklan, sponsorship, dan strategi komunikasi yang terpadu. Hal ini menunjukkan betapa pentingnya IMC dalam menciptakan pesan yang konsisten dan mempengaruhi persepsi pelanggan, serta strategi yang efektif untuk membangun dan memperluas basis konsumen di industri kopi.

This build and test study investigated the use of immersive environments in the commercial sector, focusing on 3D Spherical Image Technology to enhance the customer experience and explored user engagement in virtual reality experiences, in the context of integrated marketing communication (IMC). A 3D immersive shop was developed and tested on seven people with marketing experience to determine customer satisfaction. Seven themes emerged from the interview data: Pandemic challenges, design challenges, design improvement, safety during the pandemic, accessibility, business growth and efficiency. Four themes emerged for further research: Effectiveness and Impact of immersive marketing, technical considerations, business strategies and adaptation, and social media and consumer behavior.

Usaha Mikro Kecil dan Menengah (UMKM) adalah salah satu penggerak utama perekonomian pada negara berkembang seperti Indonesia. Penelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran yang digunakan oleh UMKM Bitata Food dalam memasarkan produk-produknya di Kota Banda Aceh. Konsep Integrated Marketing Communication (IMC) adalah salah satu bauran pemasaran yang digunakan dalam penelitian ini. Jenis penelitian ini bersifat kualitatif dan penentuan informan dilakukan dengan teknik purposive sampling. Data diperoleh melalui wawancara dengan tiga informan. Hasil penelitian menunjukkan bahwa Bitata Food melakukan berbagai jenis pendekatan dan strategi seperti penjualan langsung, periklanan, hubungan masyarakat, produk yang bervariasi, penyesuaian tempat produk dipasarkan, harga yang bervariasi, dan pemanfaatan brand ambassador sebagai strategi promosi. Hal ini dilakukan UMKM Bitata Food agar target pasar yang ingin mereka capai sesuai dan konsumen dapat dengan mudah mengenal produk-produk Bitata Food di pasaran. Secara tidak langsung, Bitata Food telah menerapkan strategi komunikasi pemasaran terpadu dalam memasarkan produknya, dan membuat UMKM ini terlihat lebih unggul dari segi teknik pemasaran. Micro, Small, and Medium Enterprises (MSMEs) are one of the main economic drivers in developing countries such as Indonesia. This study aims to determine the marketing communication strategy used by Bitata Food in marketing their products in Banda Aceh. The concept of Integrated Marketing Communication (IMC) is one of the marketing mixes used in this study. This study employed qualitative research and determined the informants using purposive sampling. Data were obtained using interviews with three participants. The finding showed that Bitata Food carried out various approaches and strategies such as direct sales, advertising, public relations, a variety of products, adjusted marketing places, a variety of prices, and the utilization of brand ambassadors as a promotional strategy. This is conducted by Bitata Food so that the expected potential target is appropriate and consumers can easily recognize Bitata Food products in the market. Indirectly, Bitata Food has implemented an integrated marketing communication strategy in marketing its products, making these MSMEs look superior in marketing techniques.

International schools are educational institutions with foreign cooperation and different management from regular schools. Only certain people enroll since they are unique in the programs, management, society, and culture. Studies show that promotional efforts to increase the number of students are effectively strengthened by IMC, which is carried out to attract as many prospective students as possible. However, very few research is conducted in the context of international schools. This research is conducted to identify the effectiveness of IMC on enrolment decisions in international schools. The survei was conducted on parents whose child is studying at the 12 international schools in Semarang in elementary, junior, or high school. Questionnaires were given to parents selected using a purposive sampling technique. The data on five elements of IMC (advertising, sales promotion, personal selling, public relations, direct and digital marketing) as the independent variables and on enrollment decision as the dependent variable was processed using multiple linear regression. The results show that IMC simultaneously influences the decision, but only public relations is partially significant. Adjusted R square indicates that IMC is not the only factor contributing to enrolment decision; school management must consider other factors to increase the number of students.

The growth of cafes in Surabaya is very rapid, reaching an average per year of 20%, even the growth after Covid 19 has increased sharper. The increase in cafes in Surabaya is driven by the increasing need for public spaces to share flavors. But on the other hand, café business competition is getting tighter, it demands creativity in implementing strategies. By asking questions about Cafe positioning and the use of Integrated Marketing Communication, this study uses a qualitative method approach to purposive samples of De Mandailing Cafe and PT Jokopi Cafe. The results obtained the use of digital marketing in an integrated manner with the concept of line and emphasis on building humanist public spaces as an answer to the communal consumer culture and lifestyle café Surabaya survived and developed as a promising Cafe Business. [ABSTRACT FROM AUTHOR]

The analysis of the most successful cases in the Lithuanian film marketing, which has also been related with the use of social media and integrated marketing communication, should undoubtedly emphasise an example of Redirected: it reveals a consistent need to promote films in an innovative way which attracts the audience's attention and motivates them to watch a film, especially in smaller film industries. As the Lithuanian film industry belongs to the smaller ones, innovative marketing communication strategy alone cannot suffice to motivate the audience to watch the film. Therefore, the film itself has to be either very significant (e.g., a sequel) or, as in the case of Redirected/Už Lietuvą!, has to extend the sequel while at the same time be "something new, but still familiar" to the film spectators. [ABSTRACT FROM AUTHOR]

This study addresses PT. IZZM's struggle to sell power supply units (PSUs) despite success in motherboard sales. Recognizing the importance of PSUs in computers, the author proposes an Integrated Marketing Communication (IMC) strategy to enhance brand awareness and customer purchase intention within the competitive power supply market in Indonesia. Recognizing the growing significance of effective communication strategies, this study combines both quantitative and qualitative research methodologies to formulate a robust strategy tailored to the unique characteristics of the Indonesian market. The results of this quantitative research will provide valuable insights into the market dynamics and facilitate the development of targeted communication strategies. Complementing the quantitative research, the qualitative aspect employs indepth interviews to gain a deeper understanding of consumer perceptions, preferences, and emotional connections to power supply brands. Based on the findings from both quantitative and qualitative research, the proposed IMC strategy integrates various communication channels such as digital marketing, social media engagement, influencer collaborations, public relations, and traditional advertising. Special attention is given to cultural nuances and localized communication strategies to ensure resonance with the Indonesian target audience. This project aims to provide PT. IZZM with a strategic roadmap to enhance its market presence in Indonesia, fostering increased brand awareness and positively influencing customer purchase intention in the power supply segment. The combination of quantitative and qualitative research methodologies ensures a well-rounded and data-driven approach to inform the development and implementation of an effective Integrated Marketing Communication strategy. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Hospitality & Tourism Issues (JOHTI) is the property of Journal of Hospitality & Tourism Issues and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The Bawang army phenomenon is newly recognized, and no prior studies have explored it yet. Consequently, understanding this concept necessitates a qualitative research approach. Eight semi-structured interviews were conducted with pertinent stakeholders to probe various research questions. To achieve the first research objective, involving understanding Bawang army, the codes were organized into four categories; definitions, reasons, issues, and activities. The terminologies coined by Malaysian netizens, such as Bawang army and 'mak kau hijau', shape the identity of this phenomenon. The second research objective is to differentiate the Bawang army's classifications, determining whether it falls under cyber-bullying or cyberaggression. In-depth discussions were analyzed based on previous literature using the constant-comparative method. Several implications were observed. Firstly, industry practitioners need to exercise greater consideration when creating social media content. Secondly, future research should further investigate the distinct typologies of cyber-bullying and cyber-aggression autonomously. [ABSTRACT FROM AUTHOR]

The implementation of storytelling in current marketing communication has become a global trend, and the need for companies to create engagement with their consumers can be achieved through storytelling techniques. This research examines how Kito Scarf Bengkulu, a unique tourism product of Bengkulu, implements marketing communication techniques through storytelling on its Instagram account. The qualitative research method employed is a case study approach to examine the implementation of digital storytelling on Instagram of Kito Scarf Bengkulu to engage with customers. The findings indicate that in the case of Kito Scarf Bengkulu, the storytelling technique cannot be considered efficient in creating engagement with followers and customers of Kito Scarf. The utilization of Instagram's feed feature in the form of photos and storytelling captions by Kito Scarf does not align with the characteristics of its followers and customers. Several factors contribute to this condition, including the relatively low interest of customers in reading, as well as the content of the photos and captions not being able to capture the interest of the intended target audience. Further investigation into this matter is still necessary. [ABSTRACT FROM AUTHOR]

PURPOSE The purpose of this study was to investigate the relationship between the integrated marketing communication (IMC) attribute of professional baseball teams, their fans’ perceived value, and voluntary behavior related to the parent company. METHODS In this study, the target population consisted of spectators watching a professional baseball game. A survey was conducted on 360 fans watching the KIA tigers’ and kt wiz’ home game using the convenience sampling method. Finally, a total of 261 were used for data analysis, and frequency, confirmatory factor, reliability, correlation, structural equation model analyses using SPSS 20.0 and AMOS 20.0. RESULTS Main findings are as follows: First, interactivity of professional baseball teams’ IMC had positive effects on the emotional value. Second, interactivity and reminders from the parent companies of professional baseball teams’ IMC had positive effects on social value. Third, stakeholder connectivity and reminders from parent company of professional baseball teams’ IMC had positive effects on altruistic value. Fourth, with regard to the social aspect, the fans’ perceived value had positive effects on loyalty, customer participation and customer cooperation of voluntary behavior related to parent company. Lastly, with regard to the altruistic aspect, the fans’ perceived value had positive effects on customer cooperation of voluntary behavior related to the parent company. CONCLUSIONS Therefore, professional baseball teams should identify the IMC elements that fans perceive as important and establish effective marketing communication strategies to enhance the perceived value of their brand among their fans, ultimately increasing their voluntary engagement with the parent company.

The article explores the paradoxes that for-profit social ventures face when managing integrated marketing communications (IMC) and how they deal with and overcome the tensions that comprise these paradoxes. To investigate the nature of these paradoxes we integrated two theoretical perspectives: Service-Dominant Logic and Paradox Theory. While the former served as a lens to analyze social marketing phenomena, the latter is applied to comprehend and explore the underlying tensions within these social businesses in the communication setting. Following a multiple-case study based on interviews with founders, owners, and directors of Brazilian for-profit social ventures, we depicted how traditional marketing practices can lead both to problems and solutions manifested in the four IMC pillars (stakeholders, content, channels, and results). We recognize that properly managing stakeholders' relationships aiming at the cocreation of value may result in valuable insights for dealing with tensions in all the four IMC pillars, and for achieving better marketing performance and higher social impact. [ABSTRACT FROM AUTHOR]

This paper aims to explore the effect of integrated marketing communication (IMC) on marketing performance in hospitality industry. From firm-wide approach, IMC is viewed more broadly with its integration throughout the organization, not only integration of mass media elements to produce a consistent message. This approach has improved IMC measurements, but many studies have neglected the roles of controlling of the IMC process, the difference in the impacts of IMC on marketing performance between chain hotels and independent hotels has not been examined and evaluated. This paper completes measurement scales and evaluates the effects of IMC on marketing performance in the hospitality industry by using primary data collected from 198 managers of various levels from 4-to-5-star hotels in Hanoi - the capital of Vietnam, including chain hotels and independent hotels. The research findings reveal IMC factors that have an effect on overall marketing performance (including sales-related performance and brand-related performance) and the difference in their effect on 2 groups of hotels. Specifically, with chain hotels, 5 factors affecting the marketing performance in declining order are interactivity, controlling, consistent communication, planning and organizational infrastructure while with independent hotels, the factors with effects in declining order are controlling, planning, consistent communication, interactivity and organizational infrastructure. The study provides some recommendations regarding the IMC process to improve the sales-related performance and brand-related performance of chain hotels and independent hotels. [ABSTRACT FROM AUTHOR]

The purpose of the service is to increase the added value of products on organic vegetables in the Perumahan Bulan Terang Utama, Malang City. Organic and superior vegetable products in the Perumahan Bulan Terang Utama include mustard greens, chilies, telang flowers. The activity is based on the concept of integrated marketing communication through 7P (Product, Promotion, Price (Distribution Channel), Place, People (HR), Process, Physical Evidence or Packaging. In this activity, the object of service was assisted in the form of mica, vegetable plastic and product branding stickers, and product logo branding to increase value-added and consumer interest in organic vegetables. In addition, another goal is to increase the branding of organic vegetable production to increase the market share and income of the managers (Botanical Garden community).  Through the training and assistance provided, it is hoped that it can increase the productivity of organic vegetables and inspire communities in other regions to care about the environment and the style of healthy living. Â

Integrated Marketing Communication is still very widely used in the business world. The theory is the basis for the running of the activities of a marketing communication activity in a company. This article aims to find out about the Integrated Marketing Communication of the Tulungagung BRP Cellular group company. Integrated Marketing Communication consists of five models, namely 1. Advertising, 2. Sales Promotion. 3. Public Relations, 4. Personal Selling, and 5 Direct Selling. The research paradigm used is a qualitative paradigm with observation and interview research methods. The result of this research is that BRP has implemented 5 models of Integrated Marketing Communication in various ways, such as using news media, online, sepaduk, baleho and events, then also short-term promotion by going directly to the public to offer products, and don't forget to use public relations to continue to form a positive image carried out by all BRP Celluler crew, and using social media such as Instagram, facebook, and tiktok to better reach the online market.

The main objective of this study is to investigate the effect of integrated marketing communication as an exogenous variable on tourist intention to revisit as an endogenous variable. The researcher also identified visitor value and propensity to travel variables as intervening and moderating variables, respectively, in addition to these two variables. This research applies a descriptive quantitative approach, with Structural Equation Model-Partial Least Square (SEMPLS) as the data analysis technique. All tourists who visited Toddopulia Tourist Village, Patin Village, Nglurah, Pela, Batu Layang, Sumberbulu, and Pentingsari were included in this study. While the non-probability sampling technique used in this study is stratified purposive sampling. According to the findings of this study, the majority of the hypotheses had a positive or influential relationship. This phenomenon is also supported by a number of references from previous studies. Some of these findings suggest that tourism villages differ significantly from tourism products or other tourist destinations. Due to the wide range of characteristics of tourist villages in Indonesia, one of the study's limitations is the limited sample size. As a result, larger sample size research is expected to be carried out in future studies. The study's findings are also expected to be used as a reference by various tourism village stakeholders, including the government, local communities, tourism village managers, and academics, in developing an integrated marketing strategy. [ABSTRACT FROM AUTHOR]

Today, the internet has making many things easier for business, including ERIGO, a local fashion brand from Indonesia. With the rapid development of fashion trends, consumers desire to be looked modern, stylish, and fashionable. This brand adopts a neutral fashion, making it suitable for individuals of any gender. In its marketing strategy, ERIGO incorporates Integrated Marketing Communication (IMC). This research examines the application of IMC to ERIGO brand through the Instagram social media platform. The study used a qualitative descriptive approach with a content analysis methodology, incorporating a literature study and documentation data collection method. The study's results indicate that the utilization of hashtags and visually appealing content has a positive impact on brand awareness, contributing to the formation of a positive image for ERIGO. Furthermore, ERIGO has effectively established relationships with its target audience, collaborated closely with influencers to expand its reach, and presented interesting, high-quality visual content. The target audience for ERIGO brand can be defined based on gender, specifically as unisex. This research contributes significantly by offering valuable insights into implementing Integrated Marketing Communication (IMC) for ERIGO brand through the Instagram social media platform. [ABSTRACT FROM AUTHOR]

Vietnam is a country with a dynamic economy, but is facing environmental problems. In the context of economic integration, greening production and consumption is becoming more and more popular in the country. This study focused on examining the impacts of integrated marketing communications on customers’ green brand awareness in Vietnam. We applied Attitude-Behavior-Context theory to build conceptual model and hypotheses. The study collected primary data from 615 customers in Hanoi using the convenience sampling method. Descriptive statistical analysis, Anova test, Cronbach’s Alpha analysis, exploring factor analysis and multivariate regression were used for data analysis. The results showed that there were 6 factors significantly impact green brand awareness including advertising, direct marketing, internet marketing, sales promotion, public relations and personal selling of which advertising was the strongest driver. This research provided brand managers and marketers with clear insight into the mechanisms for improving environmental awareness. It also suggested that companies should design their advertising to highlight the brand’s environmental responsibility and the eco-friendly attributes of products to raise environmental awareness among consumers.

The COVID-19 pandemic has devastated the world economy, affecting many industries. Given the growing inadequacies of traditional marketing communication channels in the digital age, fashion retailers are looking at innovative ways of communicating with consumers. Gamification’s efficacy as a marketing communication’s tool can be linked to its potential to satisfy users’ intrinsic needs, ostensibly through evoking a pleasurable consumer experience via autotelic use reminiscent of videogame engagement. The goal of this study was to investigate the use of gamification in the fashion retail industry. A qualitative approach was followed by means of an exploratory research design. Judgement sampling was used to identify a total of 25 participants from whom data was gathered by means of conducting three focus groups. Data was analysed by means of the Morse and Field approach using Atlas.ti. The results indicate that consumers are aware of gamification and enjoy using it, describing it as a fun and enjoyable experience. Consumers’ primary motivation for using gamification applications is to gain financial benefit in the form of discounts, vouchers, points or rewards. The dominant challenges identified with using gamification applications are that they do not provide a user-friendly interface, as well as privacy and security concerns and connection issues.

Reports from the advertising industry suggest that the pressure to create effective integrated campaigns across the ever-increasing mix of paid, owned and earned media is putting an enormous strain on client/agency relationships. This research identifies the main challenges that an Integrated Marketing Communication (IMC) approach places on this relationship and thereby advances the IMC literature by examining the practical challenges of implementation. Six key issues, developed from academic and industry sources, are presented to advertising experts, through a Delphi study, to stimulate debate and identify areas of agreement. The findings are brought together in a model which presents three main areas that need to be addressed, along with specific recommendations. These topics include the need for clients to provide stronger leadership in defining agency roles and responsibilities, more transparent remuneration systems to encourage teamwork across agencies as well as individual input and an increased emphasis on the strategic contribution from agencies. [ABSTRACT FROM AUTHOR]

Existing research has explored media planning from the perspective of integrated marketing communication (IMC) as a continuously improving strategic process used to plan and coordinate the use of paid, earned, shared, and owned (PESO) media. However, to date, the practice of integration in media planning has mostly been explored from advertising and marketing perspectives. The consideration of public relations practitioner perspectives has been limited to preferencing earned media and the pairing of complementary media types. Based on semi-structured interviews conducted with 25 public relations practitioners in Australia, nuanced perspectives on contemporary integrated practice were found. Of note, public relations practitioners' media planning choices were influenced by considerations of and consequences for stakeholders beyond consumers, which led to a risk-based mindset for some practitioners. In addition, the strength or lack of media angles and changing earned media landscape determined planning choices. Although evaluation occurred, there is room for improvement based on existing models. This study offers a public relations lens to media planning in support of ongoing, interdisciplinary integration and likewise opportunities for public relations to enhance its practice. (178 words) [ABSTRACT FROM AUTHOR]

Copyright of Journal of Science & Knowledge Horizons is the property of Journal of Science & Knowledge Horizons and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Retail Management Review is the property of Retail Management Review and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)