Proposed information technology selection in integrated marketing communication (IMC) development to increase brand awareness for eco-friendly brands
List of Authors
  • Arfenia Nita , Nadya Annisa Larasati

Keyword
  • eco-friendly brands, brand awareness; integrated marketing communication (IMC); SEM; must and wants

Abstract
  • The trend of environmentally friendly living is heading in a more positive direction is the reason why an eco-friendly industry is growing in Indonesia. Eco-friendly brands do promotional activities by implementing Integrated Marketing communication (IMC) strategy. Using Schultz and Kitchen four stage model development, the focus of this research is to identify the right information technology implementation on the third stage. Business organizations depend heavily on digital and technology, the third stage of IMC became very important for early stage business. Before developing IMC it is necessary to analyze the factors determining brand awareness for eco-friendly brands using five variables: diversity of social media use, message framing, brand exposure, electronic word of mouth, and customer engagement. The research uses quantitative method that is distributed in questionnaires towards people aged 18-35 years old in Java Islands using PLS-SEM. This research is expected to find out what are the determinants factors that influence brand awareness of eco-friendly brands then select the right information technology to develop the IMC strategy using the Must and Wants Decision Analysis.

Reference
  • 1. Nguyen, Cuong and Nguyen, Danh, A Study of Factors Affecting Brand Awareness in the Context of Viral Marketing in Vietnam (August 16, 2021). Available at SSRN: https://ssrn.com/abstract=3906104 or http://dx.doi.org/10.2139/ssrn.3906104

    2. Cheng, T., & Woon, D. (2010). Message Frame and Threat in the Social Marketing of Sustainable Behaviour for Youth. Unpublished honors thesis, University of Waterloo, Canada.

    3. Cheng T, Woon DK, Lynes JK. The Use of Message Framing in the Promotion of Environmentally Sustainable Behaviors. Social Marketing Quarterly. 2011;17(2):48-62. doi:10.1080/15245004.2011.570859

    4. Wiley, J. B., Krisjanous, J., & Hutchings, S. (2002, December). An experimental evaluation of physical and social fear appeals on youths’ intentions to drive safely. Paper presented at the Australia and New Zealand Marketing Academy Conference, Melbourne, Australia.

    5. Davis, J. J. (1995). The effects of message framing on response to environmental communications. Journalism and Mass Communication Quarterly, 72, 285–299.

    6. Pelletier, L. G., & Sharp, E. (2008). Persuasive communication and pro environmental behaviours: How message tailoring and message framing can improve the integration of behaviours through self-determined motivation. Canadian Psychology, 49, 210–217.

    7. Singh, N., Lehnert, K. & Bostick, K. (2012), "Global social media usage: Insights into reaching consumers worldwide". Thunderbird International Business Review, vol. 54, no. 5, pp. 683-700. 37. Tsang, M. M., H

    8. Randolph, W., & Viswanath, K. (2004). Lessons learned from public health mass media campaigns: Marketing health in a crowded media world. Annual Review of Public Health, 25, 419–437.

    9. Rothman, A. J., & Salovey, P. (1997). Shaping perceptions to motivate healthy behavior: The role of message framing. Psychological Bulletin, 121(1), 3–19.

    10. Rong Huang, Emine Sarigöllü, (2012) How brand awareness relates to market outcome, brand equity, and the marketing mix, Journal of Business Research, Volume 65, Issue 1, Pages 92-99, ISSN 0148-2963.

    11. Chen, J. V., Nguyen, T., & Oncheunjit, M. (2019). Understanding continuance intention in traffic-related social media. Internet Research, 30(2), 539–573.

    12. Cherniece J. Plume, Yogesh K. Dwivedi, Emma L. Slade (2016). Social Media in the Marketing Context: A State of the Art Analysis and Future Directions. Chandos Publishing: Social Media Series.

    13. Chris Baumann, Hamin Hamin, Amy Chong, The role of brand exposure and experience on brand recall—Product durables vis-à-vis FMCG, Journal of Retailing and Consumer Services,

    14. Volume 23, 2015, Pages 21-31, ISSN 0969-6989.

    15. Sarstedt, M., Ringle, C. M., Henseler, J., and Hair, J. F. 2014. "On the Emancipation of PLS-SEM: A Commentary on Rigdon (2012)." Long Range Planning 47 (3): 154-160.

    16. Marko Sarstedt, Joseph F. Hair, Christian M. Ringle, Kai O. Thiele, Siegfried P. Gudergan,Estimation issues with PLS and CBSEM: Where the bias lies!, Journal of Business Research,Volume 69, Issue 10,2016, Pages 3998-4010,

    17. Maheswaran D, Meyers-Levy J. The Influence of Message Framing and Issue Involvement. Journal of Marketing Research. 1990;27(3):361-367. doi:10.1177/002224379002700310

    18. Moliner, M.Á., Monferrer-Tirado, D. and Estrada-Guillén, M. (2018), "Consequences of customer engagement and customer self-brand connection", Journal of Services Marketing, Vol. 32 No. 4, pp. 387-399.

    19. H B Tritama and R E Tarigan, “The Effect of Social Media to the Brand Awareness of a Product of a Company”,CommIT Journal, vol. 10, no. 1, pp. 9–14, 2016.

    20. Graesch, J.P., Hensel-Börner, S. and Henseler, J. (2021), "Information technology and marketing: an important partnership for decades", Industrial Management & Data Systems, Vol. 121 No. 1, pp. 123-157. https://doi.org/10.1108/IMDS-08-2020-0510

    21. Gráinne M. Fitzsimons, Tanya L. Chartrand, Gavan J. Fitzsimons, Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You “Think Different”, Journal of Consumer Research, Volume 35, Issue 1, June 2008, Pages 21–35

    22. Rigdon, E.E., Sarstedt, M., & Ringle, C.M. (2017). On Comparing Results from CB-SEM and PLS-SEM: Five Perspectives and Five Recommendations.

    23. Hair, Joseph & Howard, Matt & Nitzl, Christian. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research. 109. 101-110. 10.1016/j.jbusres.2019.11.069.

    24. Marko Sarstedt, Joseph F. Hair, Christian M. Ringle, Kai O. Thiele, Siegfried P. Gudergan, Estimation issues with PLS and CBSEM: Where the bias lies!, Journal of Business Research, Volume 69, Issue 10, 2016, Pages 3998-4010, ISSN 0148-2963,

    25. Dijkstra, T. K. 2014. "PLS' Janus Face – Response to Professor Rigdon's ‘Rethinking Partial Least Squares Modeling: In Praise of Simple Methods’." Long Range Planning 47 (3): 146-153.

    26. Hair, J. F., Ringle, C. M., and Sarstedt, M. 2011. "PLS-SEM: Indeed a Silver Bullet." Journal of Marketing Theory and Practice 19 (2): 139-151.

    27. Jr, Joe & Matthews, Lucy & Matthews, Ryan & Sarstedt, Marko. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis. 1. 107. 10.1504/IJMDA.2017.087624.

    28. Wong, Ken. (2013). Partial least square structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin. 24. 1-32.

    29. Hair, J.F., Sarstedt, M., Ringle, C.M. & Mena, J.A., (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414-433.

    30. Wong, K. K. (2010). Handling small survey sample size and skewed dataset with partial least square path modelling. Vue: The Magazine of the Marketing Research and Intelligence Association, November, 20-23.

    31. Wong, K. K. (2011). Review of the book Handbook of Partial Least Squares: Concepts, Methods and Applications, by V. Esposito Vinzi, W.W. Chin, J. Henseler & H. Wang (Eds). International Journal of Business Science & Applied Management. 6 (2), 52-54.

    32. Kock, N. (2016). Hypothesis testing with confidence intervals and P values in PLS-SEM. International Journal of e-Collaboration, 12(3), 1-6

    33. Lee, H.C., Liu, S., & Cheng, Y. (2018). Positive or Negative? The Influence of Message Framing, Regulatory Focus, and Product Type. International Journal of Communication, 12, 18