New Media E-marketing Campaign. Case Study for a Romanian Press Trust

Stoica, Eduard Alexandru; Pitic, Antoniu Gabriel; Bucur, Călin

doi:10.1016/s2212-5671(14)00851-x

Cited by 4 publications

(2 citation statements)

References 4 publications

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“…However, trust is a significantly complex concept and includes many different foundations, types and influencing factors (Curado and Vieira, 2019;Erdem and Ozen, 2003). Therefore, its influence on marketing innovation is multifaceted (Stoica et al, 2014). Based on the above reasoning, we hypothesize that there is a positive connection between CEOs' cognitive trust and the marketing innovation capacities of SMMEs.…”

Section: Chief Executive Officer Cognitive Trustmentioning

confidence: 97%

CEO cognitive trust, governmental support and marketing innovation: empirical evidence from Chinese small, medium and micro enterprises

Ardito

Natalicchio

2021

JKM

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Purpose This study aims to verify the influence of chief executive officer (CEO) cognitive trust and governmental support on marketing innovation. Additionally, it evaluated the influence of CEO cognitive trust on the marketing innovation of small, medium and micro enterprises (SMMEs). Design/methodology/approach The authors empirically assessed the impact of CEO cognitive trust on SMME marketing innovation. Furthermore, the authors examined the mediating effect of governmental support on this relationship. The authors then studied a sample of 1,770 SMMEs in China by applying partial least squares structural equation modeling. Findings The authors found that CEO cognitive trust was negatively associated with marketing innovation. Moreover, governmental support has a competitive mediating effect on this relationship. Thus, while governmental support is urgently needed to enhance the marketing innovation of SMMEs, CEO cognitive trust negatively impacts this relationship. Research limitations/implications This study empirically establishes the importance of CEO cognitive trust and governmental support as antecedents in SMME marketing innovation. This contributes to the knowledge base of the management field, adding to important streams in the wider business literature, such as marketing studies, leadership management, strategic management and innovation. While the model is parsimonious, the relationships it highlights are robust and can be generalized to other contexts. Practical implications Managers must not only have high levels of trust and authority but must also embody these characteristics rationally. Simultaneously, managers must actively establish a trusting relationship with the government, thereby improving their company’s ability to integrate government policy information while also actively seeking governmental support. These measures are helpful in enhancing the marketing innovation capabilities of SMMEs. Social implications SMMEs occupy an important position in all countries’ economies and their vitality directly determines the strength of the economy. Formulating reasonable marketing strategies will help enhance market competitiveness and promote the rapid development of SMMEs. Originality/value The literature on marketing innovation has paid little attention to CEO cognitive trust, while CEOs’ cognitive characteristics are an increasingly relevant antecedent in SMME marketing innovation. This study analyzed CEO cognitive trust as a possible antecedent of marketing innovation activities in SMMEs, with this influence path being evaluated. This study extends the current knowledge in this field by considering the effects of CEO cognitive trust on marketing innovation.

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Section: Chief Executive Officer Cognitive Trustmentioning

confidence: 97%

CEO cognitive trust, governmental support and marketing innovation: empirical evidence from Chinese small, medium and micro enterprises

Ardito

Natalicchio

2021

JKM

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“…Internet marketing model that became known as Social Media Marketing was a marketing goal by participating in various social media networks (Constantinides, 2014;Stoica, Pitic, & Bucur, 2014). Social media marketing tools generally include BBS, microblogging, blogs, SNS, images and videos.…”

Section: Introductionmentioning

confidence: 99%

Local Online Courier and Ride-Hailing Service Social Media Marketing

Lampe

Alatas

Orynka

et al. 2021

jkm

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Topokeni was a local online courier and ride-hailing service in Palu. In this study, we tried to understand the social media marketing strategies used by Topokeni, as we assumed that Topokeni had specific strategies to compete with national and international scale ride-hailing services such as Grab and Gojek. Thus, this study was focused and aimed to understand and describe the Instagram marketing strategies of Topokeni based on four aspects of social media marketing in a qualitative-case study approach. Data were collected through in-depth interviews, observations, and document study on social media and other relevant archives. The results showed that social media became an alternative to survive and increase tenants and consumers. In the context aspect, Topokeni admins used nicknames such as kakak (bro/sis) to their customers to reach broader targets. In the communication aspect, Topokeni used graphic elements in photos, videos, infographics, and testimonials posts. In the collaboration aspect, Topokeni merged the tenant's market with Topokeni's customers. In the connectivity aspect, Topokeni synergized the contents, themes, and brand positioning using #kurirpalu and #deliverypalu, also @(mention) feature on partner tenant accounts and personal customers as a form of appreciation and responsibility.

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