https://revistascientificas.us.es/index.php/IROCAMM/issue/feed IROCAMM - International Review Of Communication And Marketing Mix 2021-07-31T00:00:00+00:00 Ph.D. Gloria Jiménez Marín gloria_jimenez@us.es Open Journal Systems <p class="p2"><strong>IROCAMM-International Review Of Communication And Marketing Mix</strong></p> <p class="p2"><strong>IROCAMM - International Review Of Communication And Marketing Mix</strong> is a <strong>digital scientific journal</strong> whose objectives are the <strong>dissemination of scientific articles on commercial and corporate communication,</strong> as well as marketing and market research (including the 4 variables of the mk mix: Product, Price, Communication and Distribution).</p> <p class="p2">IROCAMM - Intenational Review Of Communication And Marketing Mix is a<strong> biannual academic journal published in digital format. </strong>Since 2019 it publishes issues in the months of <strong>January </strong>and<strong> July </strong>each year.</p> <p class="p2">IROCAMM - International Review of Communication And Marketing Mix journal arises from the need to <strong>transfer knowledge to society</strong> about each of the fields of communication, as a variable of the marketing mix and their respective influences or consequences, such as<strong> commercial advertising, public relations</strong> of commercial companies or the <strong>price and distribution variables</strong> themselves, always from the point of view of their <strong>influence on the communication variable.</strong></p> <p class="p2">With an <strong>international scope</strong> and open to professors and researchers from all countries, IROCAMM aims to cover a wide range of topics within the field of studies on commercial communication and its relationship with the rest of the marketing mix variables: price, product and distribution.</p> <p class="p3"> </p> <p class="p3"><strong>Knowledge areas: </strong></p> <p class="p4">Audiovisual communication; advertising and public relations; communication sciences, marketing.</p> https://revistascientificas.us.es/index.php/IROCAMM/article/view/14934 The artist-celebrity figure in the advertising context. 2021-01-14T10:22:49+00:00 Fernando Sánchez Morote fernando.sanchez.morote@gmail.com <p>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.</p> <p>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.</p> 2021-07-31T00:00:00+00:00 Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix https://revistascientificas.us.es/index.php/IROCAMM/article/view/16477 La Sensory marketing importance in ham stores 2021-05-16T09:08:20+00:00 Lucía Pilo Castellano lpiloca.com@upsa.com Sandra Lizzeth Hernández Zelaya slhernandezze@upsa.es <p>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.</p> 2021-07-31T00:00:00+00:00 Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix https://revistascientificas.us.es/index.php/IROCAMM/article/view/16000 The internal marketing in the last decade 2021-04-26T13:59:02+00:00 Abubakar Musa abumusadanchuwa@gmail.com Dr. Mukaila Adebisi Ijaiya maijaiya@futminna.edu.ng Zubairu Umaru Mustapha uzubairu@gmail.com <p><em>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.</em></p> 2021-07-31T00:00:00+00:00 Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix https://revistascientificas.us.es/index.php/IROCAMM/article/view/15189 Gili Gili Eco Trust’s Social Marketing Strategy in Building Community Awareness in Realizing Gili Trawangan Zero Waste in 2019/2020 2021-02-05T12:58:13+00:00 YENI ROSILAWATI yenirosilawati@gmail.com Abdul Dirjan Najhalidi abddirjannajhalidi.info@gmail.com <p>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.</p> 2021-07-31T00:00:00+00:00 Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix https://revistascientificas.us.es/index.php/IROCAMM/article/view/16914 Is time to reach customer product acceptance influenced by advertising support? 2021-06-07T11:32:25+00:00 Mitchell J Peran pmitchellj@programmer.net <p class="western" style="margin-bottom: 0.18in; line-height: 200%; orphans: 0; widows: 0;" align="left"><span style="color: #0d0d0d;"><span style="font-family: Times New Roman, serif;"><span style="font-size: medium;"><span style="letter-spacing: 0.3pt;">During the worldwide pandemic many businesses started or significantly increased their online presence on major e-commerce platforms either as vendors or as sellers. These small and medium businesses need to understand what level of advertising support they need, if any, and how it can impact their performance objectives. This paper investigates how advertising influences the timing of online customer reviews after a product introduction at a major retailer with both physical stores and online e-commerce presence open to both business sellers and vendors of </span></span></span></span><span style="color: #0d0d0d;"><span style="font-family: Times New Roman, serif;"><span style="font-size: medium;"><span style="letter-spacing: 0.3pt;"><span lang="en-US">various</span></span></span></span></span><span style="color: #0d0d0d;"><span style="font-family: Times New Roman, serif;"><span style="font-size: medium;"><span style="letter-spacing: 0.3pt;"> sizes. The faster time to reach customer reviews is a proxy of customer product acceptance and should inform online businesses on their advertising needs when they introduce their products on e-commerce platforms. This paper demonstrates that without advertising support the time needed to reach ten customer reviews increases by 46%.</span></span></span></span></p> 2021-07-31T00:00:00+00:00 Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix https://revistascientificas.us.es/index.php/IROCAMM/article/view/16874 La Audiovisual synthesis through YouTube 2021-06-07T11:27:23+00:00 Sara Escudero García info@saraescuderogarcia.org José Luis Valero Sancho JoseLuis.Valero@uab.cat <p>This communication presents an analysis of the 7,763 seconds that make up 30 audiovisual syntheses with a maximum duration of ten and a half minutes, published on the YouTube social network between 2009 and 2020. Our methodology has been based on studying how the oral text is used, in conjugation with their images and text written over time to shape the didactic story, in addition to relying on bibliographic references. In the same way, 15 of the audiovisual syntheses analysed are in the Spanish language and another 15 in English, in order to clarify if the communication is carried out in a similar way, even with the change of language. Based on the results obtained, we have observed that there are indications that in all communications there are elements that coincide in their use and frequency. Due to the increase in publications of educational audiovisual communications through Social Media in the recent years, we think that this analysis can help both future researchers and producers of audiovisual synthesis.</p> 2021-07-31T00:00:00+00:00 Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix https://revistascientificas.us.es/index.php/IROCAMM/article/view/16768 Digital Journalism 2021-05-26T09:49:01+00:00 Francisco Saucedo Espinosa francisco.saucedoes@uanl.edu.mx Juan Antonio Sanchez Garza juan.garzasnc@uanl.edu.mx <p>The phenomenon of digital entrepreneurial journalism represents an alternative for communication professionals, when facing the dynamic environment that generates the need for a wide portfolio of capacities to ensure both quality in relation to journalistic work, as well as the capacity of administration that the new business models demand. The literature review revealed the state of the art on the concept of journalism, entrepreneurship and the phenomenon of entrepreneurial digital journalism. A regional survey was applied to a sample of 58 journalists from the northeastern states of Mexico (Nuevo León, Coahuila and Tamaulipas) who are engaged in journalism, either press, radio, television or digital media. Nine out of ten perceive job insecurity that demands more than one job for a decent income and among the sources of information most used by journalists are social networks and web search engines, wich indicates that they are immersed in new information technologies and are able to take advantage of any resource or capacity related to technologies and allows them to generate benefits, even in the absence of financial resources, which is an evidenced limitation.</p> 2021-07-31T00:00:00+00:00 Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix