IROCAMM

[Article] Gili Gili Eco Trust’s Social Marketing Strategy in Building Community Awareness in Realizing Gili Trawangan Zero Waste in 2019/2020

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Authors: Yeni Rosilawati, Mr Dirjan.

Gili Eco Trust is a non-profit foundation with aim to change people behaviour to care more about the environment to realize Gili Trawangan Zero Waste. Garbage is a severe problem in Indonesia, including Gili Trawangan. The increase of tourists has an impact on the amount of waste produced. This study aims to determine the social marketing strategy of Gili Eco Trust in forming public awareness about the environment to realize Gili Trawangan Zero Waste and describe the inhibiting factors. This study utilized a qualitative research method with a case study approach. The findings were obtained from interview, observation, and documentation. This study revealed that Gili Eco Trust has strategic steps to change people’ behavior to realize Gili Trawangan Zero Waste. The reduce, reuse, and recycle movement has become the foundation of Gili Eco Trust to educate people. It was lowered into four social products: 1,500 Trash Cans, Debris Free Friday, Waste Bank, and Gili Tour Recycle. The collaboration between Gili Eco Trust and the Environment-Concerned Community Front has a vital role in changing people’s behavior. Based on Kotler’s social marketing, Gili Eco Trust should improve several social analysis planning and evaluation elements, which should be carried out systematically and structured.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/15189

[Artículo] The internal marketing in the last decade : A systematic review

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Autores: Abubakar Musa, Dr. Mukaila Adebisi Ijaiya , Dr. Umaru Mustapha Zubairu.

This research examines internal marketing (IM) over the last decade (2012-2021) using systematic quantitative assessment techniques (SQAT). The review identified 82 IM articles from 39 countries. A significant number of the articles were published in 2015, with a large concentration in Asia. The majority of the articles reviewed were empirical research. Four methods of data collection (i.e. survey, Secondary data, interview, and observation) were identified. The review identified three different IM themes (i.e. IM magnitude, consequences of IM, and IM mechanism). This review recommends that more IM articles are encouraging in South America and other nations of other countries that currently have no representation. More conceptual research is encouraged in balancing the wide gap between empirical and conceptual articles. Researchers are encouraged to use more qualitative methods of data collection to gain more understanding of the concept. The researchers are also advised to adopt the mixed method of data collection on the consequences of IM and IM mechanisms themes.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/16000

[Artículo] La Sensory marketing importance in ham stores: Viandas Hacienda Zorita case in Salamanca

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Autoras: Lucía Pilo Castellano, Sandra Lizzeth Hernández Zelaya.

Introduction: Sensory marketing is an increasingly popular tactic in a marketing strategy, commonly used in commercial establishments, with the aim of capturing the attention of consumers and making them loyal. Many shops try to attract consumers to the interior of the establishments and thus invite them to buy using different sensory activities. Objective: Through this study, it is intended to analyze the sensory marketing strategies of ham stores and especially those used by Viandas Hacienda Zorita, to try to understand the reasons that lead this company to stand out as a store specialized in ham sales in Spain. Methodology: The study includes the implementation and analysis of both qualitative and quantitative research techniques, observation technique such as interviews with experts and the application of a survey to 150 Spanish consumers. Results: The study highlights the usage of sensory marketing and its effectiveness to generate a more attractive atmosphere and stimulate the senses in this particular sector. The main conclusions emphasized are the importance of sensory marketing as a commercial tool in Ham stores, in particular appealing to the sense of sight and smell in these stores is identified as very relevant.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/16477

[Artículo] The artist-celebrity figure in the advertising context. : Analysis of cases

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Autor: Fernando Sánchez Morote.

This work aims at exploring the existing commercial relationships between companies and celebrity artists. The main relationship is a symbiotic collaboration seeking an increase in sales to both parties.

In the present analysis, the different relationships that the company and the artist-celebrity establish with each other, and the strategies established based on the transfer of concepts from the figure of the artist-celebrity to a series of commercial products generated specifically for this purpose are explored. Also, the existing bibliography across various disciplines is analyzed, contrasting them to create a discursive line to brings them all together. The theoretical applications presented in this research are illustrated using practical cases to exemplify the various ways in which these relationships are manifested.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/14934

Ya está disponible el Vol. 2 No. 4 (2021) de IROCAMM: «The mainstream review on communication»

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Irocamm estrena su Vol. 2 No. 4 (2021), donde el lector podrá encontrar artículos relacionados con la temática «The mainstream review on communication».

Entre ellos destacan títulos como: The artist-celebrity figure in the advertising context. : Analysis of cases , La Sensory marketing importance in ham stores: Viandas Hacienda Zorita case in Salamanca, The internal marketing in the last decade : A systematic review y más.

Acceso al número completo en: https://revistascientificas.us.es/index.php/IROCAMM/issue/view/1084

Call For Papers de IROCAMM: New professional profiles associated with marketing, advertising and public relations.

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IROCAMM hace un llamamiento para su N5V1, que se publicará en enero de 2022 con la temática: New professional profiles associated with marketing, advertising and public relations.

Información ES:

  • Plazo de presentación: Los trabajos completos deben ser enviados antes del 1 de noviembre de 2021 para ser revisados por pares.
  • Publicación: Enero de 2022 (N5V1)
  • Editora: Gloria Jiménez-Marín (Universidad de Sevilla, España). gloria_jimenez@us.es
  • Coordinadores: Dra. Cristina González Oñate (Universidad Jaume I de Castellón), Dr. Francisco Cabezuelo Lorenzo (Universidad Complutense de Madrid, España) y Dra. Patricia M. Farias Coelho (Universidade Ibirapuera, Brasil).

Información EN:

  • Submission deadline: Full papers must be submitted before 1 November 2021 to be peer- reviewed.
  • Publication: January 2022 (N5V1)
  • Editor: Gloria Jiménez-Marín (Universidad de Sevilla, Spain). gloria_jimenez@us.es
  • Coordinators: Dr. Cristina González Oñate (Universidad Jaume I de Castellón), Dr. Francisco Cabezuelo Lorenzo (Universidad Complutense de Madrid, Spain) and Dr. Patricia M. Farias Coelho (Universidade Ibirapuera, Brazil).

Más información en: https://revistascientificas.us.es/index.php/IROCAMM/announcement/view/170

[Artículo] A influência da tecnologia da informação sobre os relacionamentos amorosos na modernidade líquida

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Autoras: Thalita Lacerda Nobre, Camila Xavier Umbelino, Livia Onofre Alves.

El objetivo de la investigación es estudiar la influencia de la tecnología de la información en las relaciones amorosas presentes en la sociedad occidental de hoy. Se basa en el supuesto de que, a lo largo de los años, el concepto de amor, así como las relaciones, han cambiado. La metodología utilizada fue una encuesta bibliográfica de autores en el campo de la psicología y similares. Se buscó, a partir de la bibliografía planteada, llevar a cabo una discusión sobre el concepto de amor, la formación y desarrollo de la sociedad, la modernidad líquida, la revolución tecnológica, el psicoanálisis como forma de conectar y comprender el escenario y los temas investigados. Como resultado de ello, se constató que el actual malestar amoroso puede ser el resultado de varios factores como: la dificultad para profundizar las relaciones relacionadas con el pensamiento de red; el narcisismo sobrealimentado (dificultad para tolerar la frustración); la relación alterada con el tiempo (asociada a la expectativa excesiva de una relación feliz, sin la capacidad de maduración de la misma) y los modelos anteriores considerados infructuosos.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/12388

[Artículo] A reflexion on the hate speech in Brazilian social networks

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Autoras: Naomy Ester Mello e Marques, Thalita Lacerda Nobre

This work aimed to identify as psychic manifestations present in the dissemination of the medium of discourses on social networks, as well as to identify as drives that govern this behavior and to define the mechanisms of defenses involved, including the constitution of the identity of individuals and the behavior in group. The methodology used was a qualitative documentary research, based on a sample of hate speech published in the quarantine period in 2020, on the Ministry of Health’s Facebook page. The target audiences for this research were registered on Facebook, literate, with varied education and of both sexes, whose age met the criteria for creating a profile in this network and are therefore over 14 years old. These were analyzed qualitatively from a psychoanalytic perspective, in which the presence of the manifestation of the drive world was found in the messages, as well as the expression of narcissism and the use of defense mechanisms such as denial, projection and rationalization.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/14879

[Artículo] Thoughts on the role of architecture in visual merchandising as an integral part of the strategic communication plan for events

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Autora: Rita González Marzal.

The aim of this paper is to check how Visual Merchandising should be integrated into the strategic communication plan. We also seek to enhance the role of architecture within the overall profitability and communication plan for an event, emphasising the benefits obtained when we put the consumer experience at the centre of architectural design. This is clearly shown when we observe a path that is designed in such a way that it stimulates all human senses, thus generating certain emotions that will modify the perception of the identity of a corporation or an event. We propose, therefore, to project ourselves into the future and investigate new concepts and trends (digital and new technologies) that will be applied in the field of visual merchandising and that will have an impact on corporate or other types of events. And we position visual merchandising as a reflection of the constant evolution of new technologies. Therefore, visual merchandising is constantly reinventing itself in relation to the new emerging codes, thus facilitating communication between generations.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/14643

[Artículo] The importance of the communication strategy in tourism micro-enterprises in Seville

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Autoras: Gladys Arlette Corona-León, Rosalba Mancinas-Chávez.

In the context of excess information that we live in the XXI century, institutional communication becomes essential. Big enterprises and institutions clearly see the need to invest in this aspect, however small and micro-enterprises do not have it so assumed. The aim of this paper is to analyze the role of institutional communication in tourist micro-enterprises in Seville. It is carried out from the interview with 6 managers of micro-enterprises and is complemented by 2 interviews with experts. From the results, it is possible to verify that the organizations that implement communication elements manage to position themselves better.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/14372