International Journal of Marketing Strategies

Impact of Social Media Marketing on Brand Equity in the United States

David Miller — 2024-03-05

Purpose: The aim of the study was to assess the impact of social media marketing on brand equity in the United States.

Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.

Findings: Research on the impact of social media marketing on brand equity in the United States suggests a significant positive relationship between the two variables. Studies indicate that effective utilization of social media platforms by brands enhances brand awareness, brand image, brand loyalty, and overall brand equity. Engaging content, interactive communication with consumers, and consistent brand messaging are identified as key factors contributing to this positive impact. Additionally, the ability of social media to facilitate direct interaction between brands and consumers fosters trust and emotional connections, leading to stronger brand equity. However, the effectiveness of social media marketing strategies varies depending on factors such as industry, target audience, and the specific platforms used, highlighting the importance of tailored approaches for optimal results.

Implications to Theory, Practice and Policy: Social Identity Theory, Uses and Gratifications Theory and Cognitive Dissonance Theory may be use to anchor future studies on assessing the impact of social media marketing on brand equity in the United States. Encourage businesses to adopt a holistic approach to social media marketing that aligns with their overall brand strategy and objectives. Advocate for industry-wide standards and guidelines to promote ethical and responsible use of social media marketing techniques.

Cross-Cultural Influences on Advertising Effectiveness in Somalia

Awaale A. A — 2024-03-05

Purpose: The aim of the study was to assess the cross-cultural influences on advertising effectiveness in Somalia.

Findings: Cross-cultural influences on advertising effectiveness highlight the intricate interplay between cultural values, norms, and consumer behavior. Studies suggest that advertisements resonating with cultural values of a target audience tend to be more effective. Cultural dimensions such as individualism-collectivism, power distance, uncertainty avoidance, and masculinity-femininity shape consumer responses to advertising messages. Additionally, factors like language, symbols, and cultural references play pivotal roles in crafting culturally relevant advertisements. However, challenges arise in navigating cultural nuances, avoiding stereotypes, and ensuring message authenticity. Successful cross-cultural advertising requires deep understanding, cultural sensitivity, and adaptation to local contexts to effectively engage diverse audiences across the globe.

Implications to Theory, Practice and Policy: Hofstede's cultural dimensions’ theory, cultural adaptation theory and acculturation theory may be use to anchor future studies on assessing the cross-cultural influences on advertising effectiveness in Somalia. Marketers should prioritize conducting rigorous cross-cultural research to understand the cultural nuances and preferences of target audiences in different markets. Policymakers should advocate for industry-wide guidelines and standards that promote cultural sensitivity in advertising practices.

Influence of Green Marketing Strategies on Consumer Behavior

Bonface Kuria — 2024-03-05

Purpose: The aim of the study was to assess the influence of green marketing strategies on consumer behavior.

Findings: Research on the influence of green marketing strategies on consumer behavior reveals several key findings. Firstly, consumers increasingly prioritize environmentally friendly products and companies, driven by concerns about sustainability and climate change. Green marketing strategies, such as eco-labeling, eco-packaging, and messaging emphasizing environmental benefits, significantly influence consumer perceptions and purchasing decisions. Studies indicate that consumers are willing to pay a premium for products perceived as environmentally friendly, particularly when accompanied by credible certifications or endorsements. Additionally, consumers tend to exhibit greater brand loyalty to companies perceived as environmentally responsible. However, the effectiveness of green marketing strategies can vary depending on factors such as consumer demographics, product characteristics, and the perceived sincerity of the company's environmental efforts. Overall, the findings underscore the significant impact of green marketing on shaping consumer behavior and highlight the importance for companies to integrate sustainable practices into their marketing strategies to meet evolving consumer preferences and contribute to environmental conservation efforts.

Implications to Theory, Practice and Policy: Theory of planned behavior, diffusion of innovation theory and cognitive dissonance theory may be use to anchor future studies on assessing the influence of green marketing strategies on consumer behavior. Businesses should prioritize authentic and transparent green marketing strategies that resonate with consumer values and preferences. Governments and regulatory bodies should enact policies that incentivize and promote green marketing practices among businesses.

Effect of Celebrity Endorsements on Consumer Purchase Intentions in Africa

Ian Mkerwa — 2024-03-05

Purpose: The aim of the study was to assess the effect of celebrity endorsements on consumer purchase intentions in Africa.

Findings: Research on the effect of celebrity endorsements on consumer purchase intentions reveals a complex interplay of factors. While celebrities can positively influence consumer perceptions of a product or brand through their endorsement, the effectiveness of such endorsements depends on various factors such as the credibility of the celebrity, the congruence between the celebrity and the product, and the level of engagement the celebrity has with the brand. Studies suggest that celebrity endorsements can enhance brand recall and recognition, create a favorable brand image, and increase purchase intentions, particularly when the celebrity is perceived as trustworthy and relatable to the target audience. However, overexposure of a celebrity or controversies surrounding them can lead to negative effects on consumer attitudes and purchase intentions. Additionally, the type of product being endorsed and the cultural context play significant roles in determining the impact of celebrity endorsements on consumer behavior.

Implications to Theory, Practice and Policy: Source credibility theory, elaboration likelihood model and social identity theory and social learning theory may be use to anchor future studies on assessing the effect of celebrity endorsements on consumer purchase intentions in Africa. Implement rigorous celebrity selection criteria based on strategic alignment with brand values and target audience demographics. Advocate for industry-wide guidelines or standards governing celebrity endorsements to ensure transparency and ethical practices.

Role of Emotional Appeals in International Advertising Campaigns in Cameroon

Joaddan K. — 2024-03-05

Purpose: The aim of the study was to assess the role of emotional appeals in international advertising campaigns in Cameroon.

Findings: Research on the role of emotional appeals in international advertising campaigns in Cameroon indicates that emotions play a significant role in influencing consumer behavior and brand perception. Emotional appeals, such as humor, nostalgia, and empathy, have been found to effectively capture consumers' attention and evoke positive attitudes toward advertised products or services. However, cultural nuances and socio-economic factors must be considered when crafting emotional appeals for international advertising in Cameroon. While certain emotions may resonate universally, others may vary in effectiveness depending on cultural values and preferences. Therefore, successful international advertising campaigns in Cameroon require a careful balance of emotional appeals that align with local cultural norms and resonate with the target audience's emotions, ultimately leading to increased brand engagement and purchase intent.

Implications to Theory, Practice and Policy: Cultural dimensions’ theory, elaboration likelihood model and cross-cultural consumer behavior framework may be use to anchor future studies on assessing the role of emotional appeals in international advertising campaigns in Cameroon. Marketers should prioritize crafting emotionally resonant narratives that are tailored to specific cultural nuances while maintaining a cohesive brand message. Policymakers should advocate for policies that promote cultural sensitivity and inclusivity in international advertising practices.