Emotional Engagement in a New Marketing Communication Environment

Chan‐Olmsted, Sylvia M.; Wolter, Lisa‐Charlotte

doi:10.1002/9781119167600.ch29

Cited by 4 publications

(1 citation statement)

References 76 publications

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“…The study reported that new media is an effective channel to promote business and recommended that organizations should create their own websites page, Facebook page, Instagram and YouTube to promote themselves and interact with customers. In fact, new media environments are characterized by streaming consumption, social media interactions and multitasking [14]. Under this circumstance, organizations are vested with the responsibility to satisfy both social clients and corporate clients in this competitive era [15].…”

Section: 2mentioning

confidence: 99%

Managing Digital Marketing Communication of Coffee Shop Using Instagram

Soedarsono

Mohamad

Adamu

et al. 2020

Int. J. Interact. Mob. Technol.

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This paper focuses on managing the digital marketing communication of coffee shop using the Instagram. The Instagram application offer a great advantages such as quick and cheap marketing communication tools, particularly in promoting the product, disseminating advertisement and brand awareness. Previous study highlighted that managing marketing communication via Instagram is a strategic tools to inform, persuade and remind consumers about what they offer. However, there is limited number of empirical studies on Instagram as a marketing communication tools on how efficiencies of Instagram application in managing digital marketing communication strategies to the customers. Therefore, this paper will enlighten the issues related to the application of Instagram as a marketing tool in the coffee shop business. The content analysis and semi-structured interview has been employed to gain in-depth knowledge from the owner, marketing staffs and marketing consultant who have experiences in managing the digital marketing communication strategy. The findings of the study revealed that Instagram application has become an effective marketing communication tools to disseminate the promotional message to the customers in quick way dan cost efficient as compare to the traditional media.

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Section: 2mentioning

confidence: 99%

Managing Digital Marketing Communication of Coffee Shop Using Instagram

Soedarsono

Mohamad

Adamu

et al. 2020

Int. J. Interact. Mob. Technol.

View full text Add to dashboard Cite

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Finding relevance in smartphone advertising

Yus

2022

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Smartphone ads compete for the user’s attention, which is initially intended to focus on other areas of the small screen of the device. Despite this competition, smartphone advertisements aim to produce as much cognitive reward as possible in exchange for the mental effort expended in their processing, that is, they aim at the audience’s relevance, as claimed by relevance theory (Sperber and Wilson 1995), a theory in which cyberpragmatics (Yus 2011) is rooted. This paper addresses several key qualities of effective smartphone advertising from a cyberpragmatics perspective that focuses on possible sources of relevance of online communication, and now applied to smartphone ads. Furthermore, it is claimed that today’s smartphone-based advertising cannot be accounted for pragmatically without the incorporation of key terms such as contextual constraint and non-propositional effect, which add to more traditional pragmatic accounts of online communication (Yus 2017a, 2021a).

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