nep-mkt New Economics Papers
on Marketing
Issue of 2019‒09‒16
three papers chosen by
Marco Novarese
Università del Piemonte Orientale

  2. The Factors Which Lead Brands To Use Social Media In External Corporate Communication By Gulcin Ipek Emeksiz
  3. Exploring In-Game Advertising and Brand Recall By Naglaa Diaa Ramzy; Sireen Abdulhalim; Pansee Mashaly

  1. By: Songporn Hansanti (Faculty of Business Administration, Kasetsart University); Thanabadee Wayuwattanasiri (Faculty of Business Administration, Kasetsart University); Daoroong Aiyadech (Faculty of Business Administration, Kasetsart University)
    Abstract: The objectives of this research were to study the marketing factors and brand equity influence on the buying decision of modern trade Dohome in Bangkok and its vicinity. The samples for the research were 385 people who purchased product in the modern trade Dohome in Bangkok. The questionnaires were used for the research tool, whereas the statistics used for analyzing the obtained data were percentage, frequency, mean, standard deviation and multiple regression analysis. The results showed that overall level of opinions on marketing factors and brand equity of modern trade Dohome is high level. Furthermore, overall level of purchasing decision is high level too. Results of the hypothesis test showed that marketing factors in product and price influences buying decisions and brand equity in perceived quality influences buying decisions of the modern trade Dohome with a statistical significance at a 0.05 level.
    Keywords: Marketing Factors, Brand Equity, Buying Decision
    JEL: M31 M30
    Date: 2019–07
  2. By: Gulcin Ipek Emeksiz (Anadolu University, Communication Sciences Faculty, Department of Communication Design and Management)
    Abstract: Social media is the new form of today?s communication. People spend a lot of time on social media to be informed about and to interact with the happenings in their social environments, and in the meantime they want to reach their favourite brands. Therefore, many brands have started to open brand fan pages in different social media platforms such as Facebook, Twitter and Instagram to get in touch with their consumers. There are many factors which have led brands to use social media in external corporate communication; however, these are not pointed out in detail in the literature. This paper aims to cover the factors which have motivated brands to use social media in external corporate communication. The paper first explores the reasons behind the decline of trust towards traditional advertisements and the advertisements on the Internet. Afterwards, it discusses why websites have recently lost their popularity against social media platforms. Lastly, it looks at why consumers want a presence of brands in social media. The results show that today?s consumers tend to trust electronic word of mouth in social media platforms more than traditional advertisements since they can learn online the experiences of people who have tried the products and services of brands. Furthermore, many consumers feel bothered from the advertisements which drop into their e-mail boxes and the Internet banners which pop up. Interactivity in social media is the main factor which has caused social media to get one step more forward than the websites. Today?s consumers want to engage in dialogues with their favourite brands and have in touch with them on social media. This paper will contribute to the literature of corporate communication from the aspect of social media.
    Keywords: brands, corporate communication, external, factors, social media
    JEL: M30
    Date: 2019–07
  3. By: Naglaa Diaa Ramzy (Helwan University); Sireen Abdulhalim (Future University in Egypt); Pansee Mashaly (Future University in Egypt)
    Abstract: Digital gaming is increasingly recognized as one of the most important entertainment sectors worldwide, turning it into a promising medium for advertisers. Games are extremely engaging, interactive and challenging, as a result, it attracted advertisers who are seeking the attention of the customers through a nontraditional medium to convey their advertising messages. Along with this growth in digital games, there are several important contextual factors to consider in the selection and placement of the advertising messages in digital games. The objective of this research was to explore the effect of in-game advertising on brand recall processing. The quantitative approach was employed and a survey was distributed on 201 respondents applied on FIFA game players in Egypt. The results showed that in-game advertising has an effect on brand recall. Additionally, the position of the advertisement and time of appearance appear to be the most significant factor in affecting brand recall.
    Keywords: In-Game Advertising - Brand Recall - Advergames- Product placement
    JEL: M30 M39 M37
    Date: 2019–07

This nep-mkt issue is ©2019 by Marco Novarese. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
General information on the NEP project can be found at For comments please write to the director of NEP, Marco Novarese at <>. Put “NEP” in the subject, otherwise your mail may be rejected.
NEP’s infrastructure is sponsored by the School of Economics and Finance of Massey University in New Zealand.