Marketing Communications and Brand Development: An Introduction

Adeola, Ogechi; Hinson, Robert Ebo; Sakkthivel, A. M.

doi:10.1007/978-3-030-88678-3_1

Cited by 1 publication

(2 citation statements)

References 16 publications

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“…The professionals in these fields have realised the importance of social media in their businesses. They are now including them in their crisis management plans due to the pressure the Covid-19 crisis has placed on the global economy, which includes tourism (Adeola et al, 2022).…”

Section: Relationship Between Transition Process From Traditional To ...mentioning

confidence: 99%

“…Augmented reality (AR) and virtual reality (VR) are being used in marketing communications channels, notably in the hotel and tourism sectors, to improve the client experience (Serravelle et al, 2019). Businesses in emerging economies can better customer interactions, customer experience, brand perception, and business objectives with these digital tools (Adeola et al, 2022).…”

Section: Relationship Between the Possibilities Of Leveraging Industr...mentioning

confidence: 99%

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A Study on the Factors That Impact the Future Trends of Marketing: Evidence From the Hospitality Industry in Klang Valley, Malaysia

Sivaraman¹,

Zahrin²,

Roni³

et al. 2023

EJMMS

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The hospitality industry has been impacted by the Covid-19 Pandemic and is still ravaging several nations. Therefore, changing the normality of business operations and activities, especially in marketing trends, is crucial. This research evaluates the factors that impact future marketing trends, focusing on the employees in the hospitality industry within Klang Valley, Malaysia. In this research, the independent variables (impact of the post-Covid-19 Pandemic, transition process from traditional to digital marketing methods, consumers’ reactions towards digital marketing, and possibility of leveraging Industry 4.0) and their relationship to the dependent variable (future trends of marketing in the hospitality industry) were studied. Surveys via Google Forms were disseminated to employees in the hospitality industry within the Klang Valley. The data collected from 390 respondents from the hospitality industry contributed to this research by determining the correlated factors which shaped the future trends and practices in marketing. These factors were supported by the analysis modules and the underpinning theory developed by previous researchers. Based on the response, female respondents have responded more than male respondents, with the Malay ethnic group being the majority. Subsequently, most respondents have attained a bachelor’s degree and worked in the industry as junior executives for nearly 15 years. This study has proven that the transition process from traditional to digital marketing methods, consumers’ reaction, and the possibility of leveraging industry 4.0 has a significant relationship with future marketing trends. In conclusion, this research shows that technology transformation and consumer-centric methods can significantly change the landscape of marketing for the hospitality industry in the future. Article visualizations:<img src="/-counters-/edu_01/0209/a.php" alt="Hit counter" />

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Section: Relationship Between Transition Process From Traditional To ...mentioning

confidence: 99%

Section: Relationship Between the Possibilities Of Leveraging Industr...mentioning

confidence: 99%

A Study on the Factors That Impact the Future Trends of Marketing: Evidence From the Hospitality Industry in Klang Valley, Malaysia

Sivaraman¹,

Zahrin²,

Roni³

et al. 2023

EJMMS

View full text Add to dashboard Cite

show abstract

Marketing Communications and Brand Development: An Introduction

Cited by 1 publication

References 16 publications

A Study on the Factors That Impact the Future Trends of Marketing: Evidence From the Hospitality Industry in Klang Valley, Malaysia

A Study on the Factors That Impact the Future Trends of Marketing: Evidence From the Hospitality Industry in Klang Valley, Malaysia

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