Innovative Marketing

Journal Information
ISSN / EISSN : 18142427 / 18166326
Current Publisher: LLC CPC Business Perspectives (10.21511)
Total articles ≅ 74
Current Coverage
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Innovative Marketing; doi:10.21511/im

Nadiia Yasynska, Inna Fomichenko, Olena Voloshyna, Lada Byvsheva, Ekaterina Krikunenko
Innovative Marketing, Volume 15, pp 42-59; doi:10.21511/im.15(3).2019.04

Tetiana Bludova, Andrii Chuzhykov, Kateryna Leshchenko
Innovative Marketing, Volume 15, pp 26-41; doi:10.21511/im.15(3).2019.03

Abstract:The use of display advertising enables companies to reach target audience and show them your ads on specific sites, which increases sales. In particular, YouTube video ads can reach a wide audience and attract many customers. One of the most important issues in the development of display advertising is the analysis and modeling of advertising reviews from media advertisements and practical tools with the aim of takingsynergistic effects of advertising reviews. The purpose of the paper is to research the synergistic effects of advertising reviews in the system of successive advertising display. The study used a statistical analysis of empirical data, in particular statistics of annotations of video clips demonstration; viewing a video clip, and also approaching ad rotation time series using the Fourier series. The synergistic effects of advertising reviews in the system of successive advertising display are revealed. The approximation of time series of advertising reviews in the synergistic system of successive advertising display is presented. The analytical periodic function of advertising reviews, which takes into account manifestation of the short-term current effect of video advertising messages, is developed. The functions of advertising reviews in the Fourier series are presented, which allows to simulate video advertising messages as a reaction in the form of revision annotations in media advertising.
Ľudovit Nastišin, Richard Fedorko, Vladimir Vavřečka, Radovan Bačik, Martin Rigelsky
Innovative Marketing, Volume 15, pp 16-25; doi:10.21511/im.15(3).2019.02

Abstract:The objective of the research was to identify statistically significant differences in selected engagement indicators on Facebook – likes and shares in relation to the different types of content that brands on this platform add to. The analysis was performed on a sample of three global companies from the top 25 most valuable brands in the world and their posts. Using quantitative statistical methods – MANOVA (Multivariate analysis of variance) and Gammes-Howell post hoc test, a total of 1,280 brand posts were analyzed in order to differentiate the liking and sharing of content types. Data collection was carried out in the first half of 2018. The findings pointed to two statistically significant differences that were also interpreted in the discussion of the research. The findings have shown that in case of liking, in two cases out of three, there is a statistically significant difference in terms of the type of content added, when photos came out as those with the greatest potential to get like from Facebook users and fans. At the same time, the same finding appeared in the case of sharing, which is an even stronger form of engagement. Likewise, photos were shown to be the most promising in terms of potential content sharing by Facebook users and fans. The study provided some clues as to where this research should go further and explore the relationship more deeply in view of the more extensive quantitative research, and also the potential qualitative approach. The future research directions include analyzing companies of different types and sizes and also taking into account the contribution from other social networks with the same or similar engagement indicators.
Naděžda Petrů, Miroslav Pavlák, Josef Polák
Innovative Marketing, Volume 15, pp 1-15; doi:10.21511/im.15(3).2019.01

Abstract:The startup ecosystem in the Czech Republic falls far below the level of the developed economies of its Western neighbors. The startup map of the Czech Republic shows 1,717 continuously operating startups. And yet they have yet to receive priority attention in the academic realm. The primary goal of this article is to define the key factors of startup sustainability and to look for dependencies between them. The secondary goal is to identify the weaknesses of the Czech startup environment. The scientific hypotheses formulated focus on demonstrating the dependencies of selected factors influencing the startup sustainability. These have been verified on the basis of evaluation of data obtained via primary qualitative and quantitative research. Its findings were compared with the data of secondary research and with the conclusions of the scientific studies of international authors. The data were processed using statistical apparatus. Thanks to this research, the authors have identified in their conclusion the factors of the remote, immediate, and interior environments that can influence startup sustainability. They demonstrate a correlation between the level of strategic management and the quality of internal communications processes, between the capacities of startup management to manage relationships with customers (CRM) and to drive communications strategy, including brand support. In real practice, however, nine out of ten startups do not succeed. The reason is that their design fails to understand and address the needs of customers and lacks marketing and managed sales.
Debi P. Mishra
Innovative Marketing, Volume 15, pp 96-109; doi:10.21511/im.15(2).2019.08

Abstract:Firms use preannouncements to inform customers about the impending introduction of a new product or service. These preannouncements are significant events because they provide customers with product specific information while signaling the health, strategic intent, and future of a company. One important area of research in this field investigates the performance consequences of product preannouncements (PPA). However, a notable gap in our knowledge exists, because the focus of past research has been on studying wealth effects rather narrowly in certain industries, e.g., high-tech, or under certain contingencies. This restrictive approach is surprising, because PPA are observed in a broad range of product categories. Moreover, product life cycle and consumer switching cost theories predict performance effects of PPA irrespective of category or context. The author addresses this lack of generalizability by using switching cost and life cycle theories to hypothesize positive performance effects of PPA independent of context and contingencies. The event study method from finance is used to empirically test the relationship between PPA and stock prices in a broad sample of events comprising multiple product categories. Using events reported in the Wall Street Journal, evidence of a positive effect of PPA on stock prices irrespective of the type of product or context involved is found. Several managerial implications of the study are noted and avenues for further research are outlined.
Mohammad Fahmi Al-Zyoud
Innovative Marketing, Volume 15, pp 84-95; doi:10.21511/im.15(2).2019.07

Abstract:Marketing mix appeared to be one of the most influential approaches on the marketing plans in the organizations. The current study seeks to examine the influence of marketing mix (4Ps – promotion, price, place and product) on the efficiency of CRM (responsiveness, empathy, customer relations, assurance and reliability) within the organic products market in Jordan. The researcher employed the quantitative approach through distributing a questionnaire on total of 37 individuals who were involved in the marketing field of organic products. The results of the study indicated that marketing mix appeared to have an influence of the efficiency of CRM practices within the marketing of organic goods in Jordan. The most influential variable appeared to be the price, which is considered to be high for organic product in Jordan, and that is why customer tend to avoid such product. Following the price came the variable of product, which was important as customers tend to give much emphasis on the specifications of the product and the fact that it is healthy and organic tends to appeal them regardless of the price. The study recommended increasing the level of awareness regarding organic products marketing strategies among the marketing managers in Jordan.
Ján Dvorský, Zora Petráková, Gentjan Çera, Andrea Folvarčna, Gentian Çera
Innovative Marketing, Volume 15, pp 71-83; doi:10.21511/im.15(2).2019.06

Abstract:The aim of this article is to define and quantify the significant factors (social environment, access to the financial resources and macroeconomic environment), which determine the perception of the entrepreneurial propensity of students for starting a new business in the Czech Republic, the Slovak Republic and Poland in academic year 2016/2017. Empirical research was realized through questionnaire on the basis of 1,352 students (more than 1%level of significance) of the economic universities in the last year of their study in the Czech Republic, Slovak Republic and Poland. The statistical hypotheses were verified using multiple linear regression modelling. The results showed that the entrepreneurial propensity of students in all countries is mostly affected by the social environment. Czech students gave the social environment higher impact on the entrepreneurial propensity for starting a new business than Polish and Slovak students. The results indicate that access to the financial resources is also important for the entrepreneurial propensity of students in the Czech Republic. As for Polish and Slovak students, the access to the financial resources is not a significant factor to the entrepreneurial propensity in their countries. The results having been processed are the basic information for the academic community, public sector, ministry of education in the country, and other organizations whose effort is to help the students to start a new business in her/his country.
Oleksandr Velychko, Liudmyla Velychko, Mykola Butko, Svitlana Khalatur
Innovative Marketing, Volume 15, pp 58-70; doi:10.21511/im.15(2).2019.05

Abstract:Integrated decisions in the system of the marketing logistics are the main resource for providing the efficient management of the value chain. Moreover, there is not a sufficient number of methodological approaches, which could use in complex the principles of the integrated modelling of decisions in the operational systems “procurement marketing – supply logistics” and “sales marketing – distribution logistics”. Considering that fact, the methodology of selecting strategic alternatives based on the integrated modeling in separate marketing logistics chains and in stage-by-stage formation of the supply chain participants has been developed in the article. The research is based on the application of the AHP method and the method of planning “dual sourcing” (70/30) for grounding the selection of the supply strategy at the market of material resources; methods of optimal planning according to Bayes criterion, linear programming and logistics modelling – for grounding the selection of the managerial decisions on the strategy of distributing the ready produce. The research covers, firstly, grounding the essence of the marketing logistics through the systemic approach to identification of its main and servicing business processes; secondly, improvement in the process of planning decisions in the procurement marketing system by adding the procedure of the logistical selection of the hierarchical estimation with a different degree of advantages in alternative supply strategies; thirdly, formation of the cascade integrated approach toward selection of the alternative distribution channels for the finished produce by estimating the complex marketing effect and application of the logistical model of optimal distribution.
Amandeep Kaur, Garima Malik
Innovative Marketing, Volume 15, pp 42-57; doi:10.21511/im.15(2).2019.04

Abstract:This study conceptualizes and tests an integrative research model based on extended technology acceptance model (TAM) by integrating electronic service quality to strengthen the customer behavioral intention mediated through brand attitude in the context of e-banking in India. This study applies the cognitive, affective, and conative sequence to measure the antecedents and results of electronic service quality. The study has gathered a total of 455 usable responses by self-administered questionnaire through convenience sampling from young employed graduates aged between 16 and 29 years. Structural equation modelling techniques have been applied to the data and the results have provided that dimensions of electronic service quality model (customer service, web design, assurance, preferential treatment, information provision) relate to the electronic service quality. Electronic service quality and perceived usefulness significantly build customer attitude and intention to use internet banking services. However, against the TAM postulation, perceived ease of use does not influence customer’s intention to adopt internet banking service.