IROCAMM - International Review Of Communication And Marketing Mix <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> en-US <p><em>International Review Of Communication And Marketing Mix</em> provides unrestricted access to its contents from the moment of publication in this electronic edition, and is therefore an open-access magazine. The originals published in this magazine are the property of the University of Seville and it is obligatory to cite their origin in any total or partial reproduction.' All content is distributed under a Creative Commons Attribution 4.0 (CC BY-NC-ND 4.0) license. This should be expressly stated in this way where necessary. You can consult the informative version and the legal text of the license.</p><p>The authors who publish in this journal agree to the following terms:</p><ol start="1"><li>The assignment of rights is made under the Creative Commons license.</li><li>Authors may separately make additional arrangements for the non-exclusive distribution of the version of the work published in the journal (for example, placing it in an institutional repository or publishing it in a book), with an acknowledgement of its initial publication in this journal.</li><li>Authors are allowed and encouraged to disseminate their work electronically (e.g. in institutional repositories or on their own website) before and during the submission process, as this can lead to productive exchanges, as well as earlier and more extensive citation of published work.</li><li>The dissemination of the articles will be carried out on general social networks, ResearchGate, Mendeley,, Cosis, e-lis and other databases or full text repositories on the Internet with whom the journal establishes an agreement for their dissemination and visibility.</li><li>Copyright is of two kinds: moral rights and economic rights. Moral rights are perpetual prerogatives, unrenounceable, untransferable, inalienable, unattachable and imprescriptible. Economic rights refer to the benefits obtained by the use or disclosure of the works. IROCAMM - International Review of Communication And Marketing Mix is exclusively authorized to make or authorize by any means the use, distribution, dissemination, reproduction, adaptation, translation or transformation of the work.</li></ol><p><em> </em></p><p><em>International Review Of Communication And Marketing Mix </em>does not charge fees for submission of papers, nor does it charge fees for publication of its articles.</p> (Ph.D. Gloria Jiménez Marín) (Dolores Costa Zafra) Sun, 31 Jul 2022 08:31:48 +0000 OJS 60 Relationship marketing as a customer loyalty strategy in a bakery industry <p class="p1"><span class="s1">This study was conducted with the objective of determining the relationship between relationship marketing and customer loyalty in the bakery industry and has a quantitative approach with a descriptive-correlational scope. The sample corresponds to 80 customers. The survey technique was used to collect the data, applying a questionnaire made up of 37 questions on the Likert scale as an instrument. To check the validity of the instrument, the expert judgment method was used based on four evaluation criteria: clarity, congruence, context and domain of the construct. From the results obtained we have that: the values of the relationship analysis between relationship marketing and customer loyalty indicate a significant correlation (p-value =.000), positive and weak (rho =.245**), on the other hand, the values of the relationship analysis between relationship marketing and loyalty as behavior and attitudinal loyalty, which indicate that there is a significant correlation (p-value =.013 /.004) positive and low (Rho =.275* /.317**). Regarding the relationship between relational marketing and cognitive loyalty, they indicate that there is no significant correlation (p-value =.307) (Rho = -.116).</span></p> Felix Eduardo Caja Gutierrez Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix Sun, 31 Jul 2022 00:00:00 +0000 Digital Touchpoints Effectiveness and its Impact on Consumer Brand Engagement in Biotechnology Start-Up <p class="p1">Start-ups are currently in the spotlight in all countries, especially in developed countries, where they are seen as a critical driver of economic growth and a source of long-term jobs. In addition, consumers are increasingly interested in using digital touchpoints to fulfil their daily needs. Marketers of biotechnology start-ups realize that in this competitive era of commercial initiatives, it is difficult to find the point of engagement between consumer and brand to be more pleasant and smooth. This study aims to understand the effectiveness of digital touchpoints in influencing consumer brand engagement at biotechnology start-up. The methodology used factor analysis and regression analysis from an online survey. The respondents were selected by giving questionnaires to consumers who had bought one or more products from biotechnology start-up. The main finding showed digital touchpoints affected consumer brand engagement at biotechnology start-up (0.000, p &lt; 0.01). However, the results with moderator variable of hedonic value (0.4235) and utilitarian value (0.5147) does not moderated digital touchpoints effectiveness on consumer brand engagement (p &gt; 0.05). This study provide a new perspective on measurement items of digital touchpoints effectiveness and provides information for marketers to pay attention to important aspects for increase the engagement of several digital touchpoints.</p> Shifa Hustima Sahara, Ph.D. Nila Armelia Windasari Copyright (c) 2022 IROCAMM - International Review Of Communication And Marketing Mix Sun, 31 Jul 2022 00:00:00 +0000 Transmedia storytelling in a diecast brand: Expansion of the Hot Wheels advertising discourse <p class="p1"><span class="s1">The increased use of digital technology and online platforms has allowed brands to transform their advertising universe through immersive experiences that facilitate consumer decision making and collaboration in the expansion process. Transmedia storytelling makes possible the migration of these messages through multiple media that are manipulated by the participatory role of the consumer. Through an effective communication strategy, it is possible to create advertising discourses disseminated by the buyer when using the product. In this sense, the objective of companies is to maintain a relationship with their consumers by providing them with spaces where new stories are created that continue the construction of narratives and preserve the brand’s values. Currently, the case of the Hot Wheels model car line, belonging to the U.S. toy company Mattel, builds a narrative structure in its advertising discourses through multiple media and online platforms. In particular, model car collectors receive a series of impacts and stimuli from the company. Thus, it is the buyers who decide what to do with the messages and with their decision they amplify the essence of the brand.</span></p> Jaime Humberto Caldera Chacón, Gloria Olivia Rodríguez Garay Copyright (c) 2022 IROCAMM - International Review Of Communication And Marketing Mix Sun, 31 Jul 2022 00:00:00 +0000 Customer Profiling in the Ambit of Gaming: portraying lifestyles <p class="p1">Customer profiling is a tool for lifestyle visualization that combines creative imagination techniques with storytelling and statistical methods to fabricate easily interpretable representations of the consumer’s everyday life. This paper suggests employing the data-driven method allied with the storytelling approach for modeling engaging gamer profiles. Developing a profile is a sensible process that utilizes data and statistics to produce credible results. Therefore, the methodology principally involved the exploratory factor analysis for uncovering latent variables that influence the gaming lifestyle and the non-hierarchical cluster analysis to separate data cases with different characteristics and group members with similar attributes. The analyzed dataset gathered 1.588 participants from 80 countries. The results support the customer profiling methodology as a valid instrument for consumer behavior analysis and lifestyle visualization.</p> Matheus José Machado Dutra Copyright (c) 2022 IROCAMM - International Review Of Communication And Marketing Mix Sun, 31 Jul 2022 00:00:00 +0000 Investigating the effect of sales promotion on customer patronage of household appliances within Lagos metropolis <p class="p1">This study investigated the effect of sales promotion on customer patronage of household appliances in Lagos State. The purpose of the study was to examine the effectiveness of sales promotion (discount, premiums, and demonstration) on customer patronage of household appliances. The methodology used was based on a descriptive research design. Questionnaire was used as an instrument for data collection. The sample size was determined using simple random sampling technique. The sample size was One hundred and twenty-four (124) respondents, which was further analyzed using multiple-regression analysis. The findings revealed that there is a positive significant effect of sales promotion in terms of discounts and demonstration used in marketing and sales of household appliances to drive customer patronage. The study however found that the use of premium as a customer sales promotion to influence customer patronage of household appliances was insignificant. In light of the findings, the study recommended that companies that trade in household appliances should continue investing in trade discounts activities that help the customers to keep patronising their company and products.</p> Oyekunle Olubusola Temiloluwa, Tijani Usman Moyosore, Balogun Mustapha Tosin Copyright (c) 2022 IROCAMM - International Review Of Communication And Marketing Mix Sun, 31 Jul 2022 00:00:00 +0000 Corporate communication in times of pandemic. Simulation of an online press event with journalism students <p class="p1">Social restrictions as a result of the global coronavirus pandemic have led to the organization of virtual press events, where technological applications make up for the impossibility of face-to-face contact. These changes in work procedures and in the transmission of messages force professionals in the sector to adapt and learn, which must also be reviewed in the Communication faculties. In this context, this work describes and evaluates a teaching experience based on the simulation of an online press event with students of the degree in Journalism. Using a double methodology: participant observation and a quantitative study of perceptions, the results conclude that it is a project-based practice, where students are involved in their own learning. And in this sense, they indicate that they have improved their skills in aspects such as writing journalistic texts, public speaking, searching for information on the Internet or the use of ICT. In the context of the implications, it should be said that this project can serve as inspiration for those teachers who wish to innovate, through activities with real projection, in the teaching of future informants.</p> Inmaculada Martín Herrera Copyright (c) 2022 IROCAMM - International Review Of Communication And Marketing Mix Sun, 31 Jul 2022 00:00:00 +0000 Deepfakes as a new form of corporate disinformation – a literature review <p class="p1">Deepfakes are a recent phenomenon that has attracted special attention and interest, not only in the audiovisual, electoral, journalistic, advertising, or corporate spheres, but also in scientific research and informative dissemination.</p> <p class="p1">At a time when we are increasingly aware of the phenomenon of disinformation, some scholars warn of the impact that this new form of fake news has on companies, organisations, and brands.</p> <p class="p1">A brief literature review based on emerging literature published in Spanish and Portuguese allows us to conclude that the topic under study is still under-explored, especially when compared to international publications. Although there is awareness of the risks that the use of this new technology can cause at the corporate level, as well as the threats that it can represent at various levels, it is also true that more and more research is being done on this topic. This article proposes a literature review of the concept in order to generate a specific term with its corresponding definition and context.</p> Sónia Goncalves Copyright (c) 2022 IROCAMM - International Review Of Communication And Marketing Mix Sun, 31 Jul 2022 00:00:00 +0000