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Article

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Title

Factors Influencing the Effectiveness of Enterprise Marketing Communications

Authors

[ 1 ] Instytut Inżynierii Bezpieczeństwa i Jakości, Wydział Inżynierii Zarządzania, Politechnika Poznańska | [ 2 ] Wydział Inżynierii Zarządzania, Politechnika Poznańska | [ P ] employee | [ S ] student | [ SzD ] doctoral school student

Scientific discipline (Law 2.0)

[6.6] Management and quality studies

Year of publication

2024

Published in

Annales Universitatis Mariae Curie-Skłodowska. Sectio H, Oeconomia

Journal year: 2024 | Journal volume: vol. 58 | Journal number: no. 4

Article type

scientific article

Publication language

english

Keywords
EN
  • communication
  • marketing
  • Scopus
  • VOSviewer
  • digital media
  • classic media
  • efficiency
Abstract

EN Theoretical background: Marketing communication is a key element of marketing, supporting tasks such as information, image building and customer acquisition. The effectiveness of communication depends on many factors, including the methods and tools used as part of an integrated marketing strategy. Digital transformation has significantly affected the ways consumers are reached, forcing marketers to adapt traditional methods to new technologies. Consumers, more trusting of each other than of companies, are becoming active marketers, increasing the importance of online communication. Modern marketing communication relies on synergies between old and new media, and on building a strong brand as the basis for a successful strategy. Purpose of the article: The aim of this article is to analyse the literature on the topic and, on this basis, to try to answer questions related to communication processes in marketing: How has communication changed in recent times? What factors influence the effectiveness of marketing communication? What currently has the greatest impact on marketing communication in a company? To answer the questions, articles containing the topics under study and found in the SCOPUS database were analysed. Research methods: Scientometric and bibliometric techniques were used as the research method, analysing citations and co-occurrence of keywords. Articles written between 2000 and 2023 were analysed. The papers analysed were grouped into 4 periods: Period I – 2000 to 2010; period II – 2011 to 2015, period III – 2016 to 2020 and period IV – 2021 to 2023. A score of more than 100 publications was obtained and, in the next step, limiting the number of publications, the criterion of the number of citations was adopted. A ranking of the best-cited articles was developed in each period, and based on these, factors influencing the effectiveness of the marketing communication process were analysed. Main findings: Through a comprehensive literature review on marketing communication, the factors influencing marketing communication that change over time have been identified in tabular form. A model was proposed that summarises the factors influencing the effectiveness of marketing communication in a collective way.

Pages (from - to)

205 - 222

DOI

10.17951/h.2024.58.4.205-222

URL

https://journals.umcs.pl/h/article/view/18179/11963

License type

CC BY (attribution alone)

Open Access Mode

open journal

Open Access Text Version

final published version

Date of Open Access to the publication

at the time of publication

Full text of article

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Access level to full text

public

Ministry points / journal

70

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