The Evolution of Media in Advertising Campaigns Designing from Traditional to Digital based on the Second to Fifth Generation of Marketing
Subject Areas : Technology Management
Zahra Kazemi Saraskanrood
1
,
Meisam Shirkhodaei
2
,
mahmood yahyazadehfar
3
,
Mohammad Safari
4
,
Somayeh Namdar Tajari
5
1 - Department of Business Administration, Faculty of Economics and Administrative Sciences, Mazandaran University, Babolsar, Iran
2 - Department of Business Administration, Faculty of Economic and Administrative Sciences, Mazandaran University, Babolsar, Iran
3 - Department of Business Administration, Faculty of Economic and Administrative Sciences, Mazandaran University, Babolsar, Iran
4 - Department of Business Administration, Faculty of Economic and Administrative Sciences, Mazandaran University, Babolsar, Iran
5 - Department of Motor Behavior and Sports Biomechanics, Faculty of Sports Sciences, Mazandaran University, Babolsar, Iran
Keywords: advertising campaigns, marketing generations, media, new digital technologies, bibliometric analysis.,
Abstract :
Information technology is rapidly changing various fields of marketing. Due to the opportunities that new digital technologies provide to companies and users, there is a significant trend to transfer advertising campaigns from traditional media to digital and social media networks. The aim of the current research is to bibliometric analyze and illustrate global studies in the field of advertising campaigns in order to identify the evolution of the use of media in advertising campaigns designing from traditional to digital based on marketing generations. This research was done using VOSviewer software and performance analysis techniques, scientific mapping and network analysis. According to the obtained results, during different years, the trend of publishing articles in the field of advertising campaigns, especially after the COVID-19 pandemic in 2019, has been upward. The research roadmap in this field showed that from 2010 to 2013, advertising campaigns centered on the concepts of online advertising, website, e-commerce, moving towards digital marketing or fourth generation marketing, and from 2013 to 2021 Keywords such as SEO, search engine advertising, video recording, and influencer indicate the continued use of digital technologies in the design of advertising campaigns, and on the other hand, concepts such as optimization, data mining, big data, and machine learning indicate the importance of using artificial intelligence in the design of campaigns. From 2021 onwards, concepts such as social media advertising, social network, trust, experiential marketing indicate the beginning of the design of advertising campaigns based on fifth generation marketing or human-to-human marketing.
1- کریمیان راوندی محمد، یزدانی حمیدرضا، ایرانی حمیدرضا (1396). طراحی ایده کمپین تبلیغاتی مناسب، برای معرفی فرش دستباف کاشان. نشریه علمی گلجام. ۱۳ (۳۲)، ۶۷-۸۲
2- دهقان طرزجانی، محمود (1399). کمپین تبلیغاتی: از برنامه ریزی تا اجرا، تهران: مبلغان
3- زمانی، زینب؛ بابایی زکلیکی، محمدعلی (1398). تحلیل نقادانه شش دهه مطالعات راجع به کمپین تبلیغاتی. چشم انداز مدیریت بازرگانی, 18(38)، 110-131
4- مروی، راحیل؛ اسماعیل پور، حسن؛ رضائیان، علی (1401). طراحی مدل اثربخشی کمپین های تبلیغاتی محصولات صنعت خوراکی و تنقلات. مدیریت بازرگانی, 14(1), 149-174.
5- Sarmah, R., Khatun, A., & Singh, A. (2023). Perception and Awareness of Youth Toward the Social Advertising Campaigns Being Run by Private Brands. International Journal of Asian Business and Information Management (IJABIM), 14(1), 1-20.
6- Belch, G. E., Belch, M. A., Guolla, M. A., Webb-Hughes, A. M., & Skolnick, H. (2004). Advertising and promotion: An integrated marketing communications perspective. New York: McGraw-Hill/Irwin.
7- Ahmed, N., & Guerrero, E. (2020). Influence of Social Media on Brand Awareness: A Study on Small Business. [Masters Thesis, University of Gavle].
8- Xiang, D., Zhang, L., Tao, Q., Wang, Y., & Ma, S. (2019). Informational or emotional appeals in crowdfunding message strategy: An empirical investigation of backers’ support decisions. Journal of the Academy of Marketing Science, 47, 1046-1063.
9- Chen, S., Thomas, S., & Kohli, C. (2016). What really makes a promotional campaign succeed on a crowdfunding platform? Guilt, utilitarian products, emotional messaging, and fewer but meaningful rewards drive donations. Journal of Advertising Research, 56(1), 81–94.
10- Kotler, P., Pfoertsch, W., & Sponholz, U. (2021 a). H2H Marketing: The Genesis of Human-to-Human Marketing. Cham: Springer.
11- Nwali, N., & Ntegeeh, A. (2022). Role of Social Media Marketing on SMES Brand Awareness in Nigeria. African Economic and Management Review, 2(1), 21–30. doi:10.53790/aemr.v2i1.27.
12- Ngai, E. W., & Wu, Y. (2022). Machine learning in marketing: A literature review, conceptual framework, and research agenda. Journal of Business Research, 145, 35-48.
13- Anglin, A. H., Short, J. C., Drover, W., Stevenson, R. M., McKenny, A. F., & Allison, T. H. (2018). The power of positivity? The influence of positive psychological capital language on crowdfunding performance. Journal of Business Venturing, 33(4), 470–492.
14- Lee, C. H., Bian, Y., Karaouzene, R., & Suleiman, N. (2019). Examining the role of narratives in civic crowdfunding: Linguistic style and message substance. Industrial Management Data Systems, 119(7), 14921514.
15- Allison, T. H., Davis, B. C., Webb, J. W., & Short, J. C. (2017). Persuasion in crowdfunding: An elaboration likelihood model of crowdfunding performance. Journal of Business Venturing, 32(6), 707–725.
16- Bi, S., Liu, Z., & Usman, K. (2017). The influence of online information on investing decisions of reward-based crowdfunding. Journal of Business Research, 71, 10–18.
17- Moradi, M., & Dass, M. (2019). An investigation into the effects of message framing on crowdfunding funding level. Journal of Electronic Commerce Research, 20(4), 238–254.
18- Ding, Y., & Keh, H. T. (2017). Consumer reliance on intangible versus tangible attributes in service evaluation: The role of construal level. Journal of the Academy of Marketing Science, 45(6), 848–865.
19- Hobbs, J., Grigore, G., & Molesworth, M. (2016). Success in the management of crowdfunding projects in the creative industries. Internet Research, 26(1), 146–166.
20- Manning, S., & Bejarano, T. A. (2017). Convincing the crowd: Entrepreneurial storytelling in crowdfunding campaigns. Strategic Organization, 15(2), 194–219.
21- Hui, J. S., Greenberg, M. D., & Gerber, E. M. (2014). Understanding the role of community in crowdfunding work. Proceedings of the 17th ACM conference on Computer Supported Cooperative Work & Social Computing.
22- Zeithaml, V. A., Binter, J. M., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th Eds). New York, NY: McGraw Hill.
23- Gamble, J. R., Brennan, M., & McAdam, R. (2017). A rewarding experience? Exploring how crowdfunding is affecting music industry business models. Journal of Business Research, 70, 25–36.
24- Rykkja, A., Munim, Z. H., & Bonet, L. (2020). Varieties of cultural crowdfunding: The relationship between cultural production types and platform choice. Baltic Journal of Management, 15(2), 261–280.
25- Meyer, H., & Schulz, S. (2017). Dramaturgy of a Campaign: Viewing the Advertising Agency Process as a Theatrical Production. Journal of Promotion Management, 23(4), 504-520.
26- Joseph, K., Ogunnaike, O., Mosunmola, A. O., & Aka, D. (2016). Effective Advertising: Tool For Achieving Client-Customer Relationships. Research Journal’s Journal of Media Studies, 2(1), 1-18
27- Kotler, P. Armstrong, G, Saunders, J. and Wong, v. (1999). Principles of marketing, 2nd Edition, Prentice Hall, European
28- Van den Putte B. (2009).What matters most in advertising campaigns? The relative effect of media expenditure and message content strategy. International Journal of Advertising, 28(4), 669 -690.
29- Arens, W. & Weigold, M.A.C. (2011). Contemporary Advertising & Integrated Marketing Communications. 13th ed. New York, NY: MacGraw-Hill Irwin.
30-Clow, K. & Baack, D. (2014). Integrated Advertising, Promotion, and Marketing Communications. 6th ed. Essex: Pearson Education Limited.
31- Marshall, S. (2006). Advertising Message Strategies And Executional Devices In Television Commercials From Award-Winning “Efective”Campaigns From1999 To2004. University Of Florida, 1-150.
32- Wen, X. H., Kim, S., & Bowen, M. (2023). Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success. Journal of Business Research, 156, 113510.
33- Miralles-Pechuán, L., Ponce, H., & Martínez-Villaseñor, L. (2018). A novel methodology for optimizing display advertising campaigns using genetic algorithms. Electronic Commerce Research and Applications, 27, 39-51.
34- Yurdakul, I. (2012). Creative strategies and their contribution to social consciousness in social responsibility campaigns: a course model proposal. Procedia-Social and Behavioral Sciences, 46, 5573-5580.
35- Donthu, N., Kumar, S., & Pattnaik, D. (2020). Forty-five years of Journal of Business Research: A bibliometric analysis. Journal of business research, 109, 1-14.
36- Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285-296.
37- Khan, M. A., Pattnaik, D., Ashraf, R., Ali, I., Kumar, S., & Donthu, N. (2021). Value of special issues in the Journal of Business Research: A bibliometric analysis. Journal of Business Research, 125, 295–313.
38- Donthu, N., Gremler, D. D., Kumar, S., & Pattnaik, D. (2022). Mapping of Journal of Service Research themes: A 22-year review. Journal of Service Research, 25(2), 187-193.
39- Palmatier, R. W., Houston, M. B., & Hulland, J. (2018). Review articles: Purpose, process, and structure. Journal of the Academy of Marketing Science, 46, 1–5.
40- Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104(July), 333–339.
41- Mikalef, P., Conboy, K., & Krogstie, J. (2021). Artificial intelligence as an enabler of B2B marketing: A dynamic capabilities micro-foundations approach. Industrial Marketing Management, 98, 80-92.
42- Vetterli, C., Uebernickel, F., Brenner, W., Petrie, C., & Stermann, D. (2016). How Deutsche Bank's IT Division Used Design Thinking to Achieve Customer Proximity. MIS Quarterly Executive, 15(1).
43- Evans A. T. Peters E. Keller-Hamilton B. Loiewski C. Slater M. D. Lu B. Roberts M. E. Ferketich A. K. (2018). Warning size affects what adolescents recall from tobacco advertisements.Tobacco Regulatory Science, 4(3), 79–87
44- Chen, H. (2018). College-aged young consumers' perceptions of social media marketing: The story of Instagram. Journal of Current Issues & Research in Advertising, 39(1), 22-36.
45- Christinr Edwards W. O. (2007). Out of the smokescreen II: Will an advertisement targeting the tobacco industry affect young people’s perception of smoking in movies and their intention to smoke. Tobacco Control. BMJ (Clinical Research Ed.), 16(3), 177–181.
46- Cornelia Pechmann E. T. (2017). Anti-smoking Advertising campaigns targeting Youth: Case studies from USA and Canada.BMJ (Clinical Research Ed.), 9(Suppl II), ii18–ii31.
47- Belyk, S. (2020). Filtered Females: Exploring the Changing Representation of Women in Cigarette Advertising, 1920-1940. Research Gate.
48- Henderson A. Bowley R. (2010). Authentic Dialogue? The Role of Friendship in a Social Media Recruitment Campaign.Journal of Communication Management (London), 14(3), 237–257.
49- Aasma Nazeer, Y. M. (2013). Factors affecting attitude toward web advertising–a scenario of university student in pakistan . European Journal of Business and Social Sciences, 2(2), 1-21.
50- Batumalai, J., & Sahid, S. (2022). The Effects of Social Media Usage on Small Enterprise Performance. HRMARS.
51- Nuseir M. T. Aljumah A. Urabi S. Kurdi B. A. Alshurideh M. (2023). Effects of Social Media Marketing on Consumer Perception in Liverpool, UK. In The Effect of Information Technology on Business and Marketing Intelligence Systems (pp. 45–63). Springer International Publishing.
52- Gutierrez A. Punjaisri K. Desai B. Alwi S. F. S. O’Leary S. Chaiyasoonthorn W. Chaveesuk S. (2023). Retailers, don’t ignore me on social media! The importance of consumer-brand interactions in raising purchase intention-Privacy the Achilles heel.Journal of Retailing and Consumer Services, 72, 103272.
53- Rana M. Arora N. (2022). Decoding the social media advertising influence on consumer attitude and intention.Vision (Basel), 09722629221099588.
54- Nguyen C. H. Nguyen H. V. Doan T. K. Nguyen M. H. Le M. T. T. (2023). Viewing advertisements in social networks: The attitude-intention inconsistency revisited .Online Information Review. 10.1108/OIR-10-2021-0563
55- Haleem, A., Javaid, M., Qadri, M. A., Singh, R. P., & Suman, R. (2022). Artificial intelligence (AI) applications for marketing: A literature-based study. International Journal of Intelligent Networks. 3, 119-132.
56- Kumar, N. S. (2019). Implementation of artificial intelligence in imparting education and evaluating student performance. Journal of Artificial Intelligence, 1(01), 1-9.
57- Mirchi, N., Bissonnette, V., Yilmaz, R., Ledwos, N., Winkler-Schwartz, A., & Del Maestro, R. F. (2020). The Virtual Operative Assistant: An explainable artificial intelligence tool for simulation-based training in surgery and medicine. PloS one, 15(2), e0229596.
58- Kotler, P., Kartajaya, H., & Setiawan, I. (2021 b). Marketing 5.0: Technology for humanity. John Wiley & Sons.
