Relevant bibliographies by topics / International marketing channels

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'International marketing channels'

Author: Grafiati
Published: 4 June 2021
Last updated: 1 February 2022

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Journal articles on the topic "International marketing channels"

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Klein, S., and V. J. Roth. "Satisfaction with International Marketing Channels." Journal of the Academy of Marketing Science 21, no. 1 (January 1, 1993): 39–44. http://dx.doi.org/10.1177/0092070393211005.

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Klein, Saul. "Selection of International Marketing Channels." Journal of Global Marketing 4, no. 4 (August 15, 1991): 21–38. http://dx.doi.org/10.1300/j042v04n04_03.

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Schmitz, Christian, and Tillmann Wagner. "Satisfaction in International Marketing Channels." Journal of Marketing Channels 14, no. 4 (December 17, 2007): 5–39. http://dx.doi.org/10.1300/j049v14n04_02.

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Grewal, Rajdeep, Amit Saini, Alok Kumar, F. Robert Dwyer, and Robert Dahlstrom. "Marketing Channel Management by Multinational Corporations in Foreign Markets." Journal of Marketing 82, no. 4 (July 2018): 49–69. http://dx.doi.org/10.1509/jm.16.0335.

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Multinational corporations (MNCs) are adopting increasingly diverse and complex marketing channels to sell their products worldwide. They strive to manage channels that confront diverse demands from headquarters, foreign subsidiaries, and local partners as well as complex market environments. Because extant research on MNCs’ marketing channels is sparse, the authors propose an organizing framework to spur and guide research on MNC channel management. As a meta-theory that integrates economic and social elements of MNC channel management, the political economy perspective is used to propose two testable frameworks pertaining to determinants of (1) MNC marketing channel structures and processes and (2) MNC marketing channel outcomes. Building on these frameworks, the authors advance a research agenda to test substantive relationships, elaborate new constructs, and illustrate new contexts pertaining to MNC marketing channels. A set of propositions illustrates the applicability of these conceptual frameworks.
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Moon, Byeong-Joon, and Han-Mo Oh. "Country of origin effects in international marketing channels." International Marketing Review 34, no. 2 (April 10, 2017): 224–38. http://dx.doi.org/10.1108/imr-03-2015-0073.

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Purpose The purpose of this paper is to provide an understanding of the country-of-origin (COO) effect on overseas distributors’ behaviour in international marketing channels. Integrating the theory of planned behaviour (TPB) and the concepts of country-induced biases, the current study develops an empirically testable model that explains and predicts overseas distributors’ behaviour in international marketing channels. Design/methodology/approach Hypotheses were tested using primary data stemmed from a survey of channel relationships between exporters and their overseas distributors. Data were collected from 103 distributors in the USA. Findings Empirical evidence shows that attitude towards foreign brands, social valuation of the origin of brands, and perceived behavioural control affect overseas distributors’ intention to place foreign brands. In addition, country-induced bias factors – buyer animosity and country-related affect to the origin of manufacture – are considered to be the antecedents of attitude towards foreign brands. Research limitations/implications Because this study adopted a cross-sectional design, the limitations of this method can be applied to the study. In addition, because of the research context, the results of the present research may lack generalizability. This manuscript, however, integrated the TPB and the concepts of country-induced biases and addressed the calls for research on the COO effects on overseas distributors’ decision in international marketing channels. Practical implications The manuscript suggests that to build positive attitudes towards foreign brands, a firm should focus on promotions through various media in international markets to lower animosity and the perceived risk to the origin of manufacture. In addition, firms with foreign brands need to identify and target a segment that feels comfortable about spending their resources on those brands. Finally, international marketers should focus on creating positive attitudes towards foreign brand goods and proper pricing strategies. Originality/value This manuscript fills the knowledge gap of the COO effect on organizational buyer behaviour in international marketing channels.
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Wang, Shan, and Gang Fang. "Research on online marketing channel layout of luxury brands." E3S Web of Conferences 218 (2020): 01036. http://dx.doi.org/10.1051/e3sconf/202021801036.

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Based on the background that international luxury brands have entered the Chinese market in recent years and have carried out digital operation, this paper researches the channel layout of online marketing of luxury brands in China. And this paper analyzes the domestic market environment of luxury brands from four aspects of political factors, economic factors, social factors and technical factors, and analyzes the brands marketing layout from three aspects of new media channels, e-commerce channels and social retail channels. It is found that online marketing has a positive effect on brand management in the China’s market environment. Moreover, the boundaries among new media channels, e-commerce channels and social retail channels tend to be blurred. Each channel has its own advantages, and brands need to match their own positioning with channel economy.
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Skarmeas, Dionysis, Paraskevas Argouslidis, Flora Kokkinaki, Alexis Mavrommatis, and Ana Lisboa. "ON RELATIONSHIP VALUE IN INTERNATIONAL MARKETING CHANNELS." Global Fashion Management Conference 2018 (July 30, 2018): 1330. http://dx.doi.org/10.15444/gmc2018.11.03.02.

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Katsikeas, Constantine S., Mark M. H. Goode, and Eva Katsikea. "Sources of Power in International Marketing Channels." Journal of Marketing Management 16, no. 1-3 (February 2000): 185–202. http://dx.doi.org/10.1362/026725700785100389.

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Wise, Gordon L., and Herbert E. Brown. "Heavy-Light User Perception Of Selected Direct Marketing Channels." Journal of Applied Business Research (JABR) 5, no. 1 (October 26, 2011): 97. http://dx.doi.org/10.19030/jabr.v5i1.6383.

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Presented here are the results of a study of consumer perception of four direct marketing channels: direct mail, television, door-to-door, and telephone. Overall, perception of these channels was found predominantly negative. Direct mail was the only channel that received modestly favorable reviews. Heavy users of all channels were found to have the more positive images of those channels. The industry appears to have an underside, part truth and part hearsay, which appears to need industry attention.
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Karaxha, Hidajet, and Halit Karaxha. "The Distribution in International Marketing - Correlation between International and Local Channels in Kosovo." European Journal of Economics and Business Studies 1, no. 1 (April 30, 2015): 46. http://dx.doi.org/10.26417/ejes.v1i1.p46-53.

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Nowadays, with all these turbulent markets, the international channels are becoming more and more important. The motivation of channel members is an important characteristic in building the relations between international and local channels. The distribution channels in countries in transition can be spread and not effective. Therefore an adequate design of the firm's strategies about marketing should be responsible for the changes between distribution channels in different countries. Sometimes this can require the delegation of marketing functions beyond national affiliates in businesses activities in promoting prices and making the products available for consumers in different countries. The globalization of markets is a phenomenon that has received great attention and is being broadly debated in all levels. In every process of globalization, the distribution of products and services between and inside local industrial markets is very important. The globalization of markets and the reorganization of distribution are interdependent processes that include changes in markets structures. In enhanced national markets, kosovar companies in order to satisfy customer requirements try to specialize the distribution levels of products and services treated with increased pressure to develop a communication in countries of the region and Europe, in dissemination of information that ease the free flow of information and products in national and international borders. This paper contains empirical data that were collected through questionnaires and interviews, and secondary data as well based on reviewing the existing literature about international distribution – the correlation between national and local channels. The final compilation of the questionnaire, the methodology and the sample were realized by analyzing the determining factors that affect the distribution in international markets. The research was realized with the owners, directors, managers and other company holders in Kosovo. The methods that were used in this paper were quantitative and qualitative methods. The sample is intentional (not probable).
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Dissertations / Theses on the topic "International marketing channels"

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Westfall, Frederick W. "An analysis of freight forwarder operations in an international distribution channel." Connect to resource, 1987. http://rave.ohiolink.edu/etdc/view.cgi?acc%5Fnum=osu1262265747.

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Skarmeas, Dionisis A. "A transaction cost explanation of trust and commitment in international marketing channels." Thesis, Cardiff University, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.344037.

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Chen, Shu-Ling, and 陳淑玲. "The selection of marketing channels of international cosmetics company in Taiwan." Thesis, 1997. http://ndltd.ncl.edu.tw/handle/bc9j7d.

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Chung, Jen-Hung, and 鍾仁宏. "The Study of International Marketing Channels -- A Case Study on Hi-Tech Industry." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/82637403275719209377.

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碩士
國立政治大學
企業管理學系
86
For lack of Natural Resoure in Taiwan, the dependency of exporting is much higher; It is the key successful factor that a copany keep the needs of customers and execute value-chain management well in the process of internationalization; It is channel why some well-known companies, such as Acer Group, President Group etc., merged foreign companies; Marketing channels is the way to connect producers and customers, difficult to build, costing and time-consuming, theefore, it can become the competitive advantage. In the research, internal and external environment factors, channel structure, channel management, channel performance will be discussed. The major objects includes: 　　1. discuss the effects among environment factors, channel structures channel policies, and channel management. 　　2. discuss the decisions of channel structuresm channel policies,and channel management. 　　3. discuss the effects of channel structures, channel policies, and channel management to channel performance. 　　4. discuss the changes of channel structures, channel policies, and channel management in different stages of internationalization. 　　The research is analyzed through cade study, and the primary data were collected form hi-tech manufacturers, especially from computer and electronic manufactures. The empirical findings are summarized as follows: 　　For channel Structures: 　　The channel structures reflect local buying behaviors, then a company should depend on comany resources and company size to select the best mode to enter. A small-scale company could enter a foreign market through exporting, distributors, branch offices, step by step; in other words, the optimal entry mode is considering between profits and risks. The channel length depends on the complexity of products. The most important factors to select channel members are selling performance and credit status, moreover, the synergy effect is another key factor. 　　For Channel Management: 　　The channel in higher control performs better generally. The relationship among channel members could be hardened by substantial operation support directly. Recently, it is common for the prices of electronic products to slump step by step, thus the value-chain management is more important. Facing the changing of channel structures, it should pay more attention to the channel management of original members.
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Bandyopadhyay, Usree. "Essays on the role of distribution costs and services in international trade." 1996. http://catalog.hathitrust.org/api/volumes/oclc/38016074.html.

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Shirai, Sayuri. "A distribution system and its impact on international trade." 1993. http://catalog.hathitrust.org/api/volumes/oclc/34638958.html.

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Chiang, Mei-Tzu, and 江美姿. "A Study on the Influential Factors of International Marketing Channels of the High-Tech industry in Taiwan." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/06518087057860128460.

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碩士
國立交通大學
經營管理研究所
87
The strength and fundamental of Taiwan''s high-tech industry is production and research and development. International marketing is the weakest part. For most manufacturers, channel decision is the hardest part in becoming internationalized. Therefore, in our study, we try to find any factor that will effect establish of export channel. And find any kind of information and support we will need when we try to expand our export channel or any barrier we will meet. In this thesis, we divided the channel pattern of export for subsidiary mode and domestic mode channel, Intermediate exchange channel and Market exchange channel. Questionnaire was used in this research and had collected 78 manufacturers in Hsinchu Science-Based Industrial Park. Statistical analysis was used and we find the factors that will effect high-tech manufacturers'' export channel are the competing degree of the market , the order quantity of the customer, the finance ability of corporation, the change speed of production technology, the service of product, the advantage of the corporation''s brand name and control channel''s ability. The seven factors have different degree of effect in different channel pattern. The high-tech industry manufacturers'' barrier in expanding export channel from the most is the competing degree of foreign market, exchange rate risk and without foreign market''s information. And the barriers are different in different type of industry type (Integrated circuit, computer peripheral, communication, photoelectronic and so on) and market (America, Japan, China + Hong Kong). About the information and support which manufacturers need, from the most important is export marketing consulting service, business information computerize and analysis, export related subject training course or seminar. Different industry also need different information or support.
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Lin, Hsin-Pei, and 林欣霈. "A Study on the International Marketing Channels Acquisition for the Firm’s OEM/ODM-OBM Transition: A Case Study of BenQ-Siemens." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/58259164347489937913.

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碩士
東海大學
企業管理學系碩士班
95
Most of OEM/ODM firms face fierce competition nowadays. The gross profits of those OEM/ODM firms continuously decrease. Thus, many firms are interested in transforming into OBM business model for the higher profit margin. Even though Taiwanese firms have done an exceptionally great job on OEM/ODM, they are still lack of the ability of brand management and channel marketing. Hence, there are many limitations on resources, and the companies will go through a series of complex transforming process. This research will, case by case, focus deeply on Taiwanese OEM/ODM firms’ building their own brands, obstacles ahead, and ways of getting the marketing channels or resources needed, and, at the same time, takes BenQ-Siemens as an example. Research results discover that excellent manufacture and R&D capabilities are prerequisites in transformation from OEM/ODM to OBM business model. The challenges during business model transformation are the conflicts in the market between firm’s own brand and ODM customers that have to overcome. And build different management that get competitive advantages. No matter what use any method to obtain marketing channels that should draw up different industries. Therefore, OBM must control channels’ advantages, and through the transformation of the types of operation and procedure improve the efficiency of channels and cost. Each country structure of different industries is not the same, so the firms’ OEM/ODM transform base on different channels’ structure that adjust channel strategy. And is devoted to accumulating own ability. In other words, it can begin to accumulate abundant market ability and train high-speed responses that building own brand products’ marketing channels.
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Laurenius, Anders, and Niclas Wikström. "Social Media in the Business-to-Business environment : International B2B companies utilization of specific social media channels in relation to the overall marketing strategy." Thesis, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-30949.

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Yin, Kuang-Jen, and 應廣仁. "How Taiwan Can Utilize the International Trade Shows and Channels Distribution in Managing Strategic Marketing (Case Studies of Latin American, Central American and Caribbean countries)." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/rzxvq3.

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碩士
淡江大學
國際行銷碩士在職專班
106
Taiwan relies heavily on the international commerce, and right now the international economy has been in a slump for more than 70%. Owners of Small and Medium-sized Enterprises (SMEs) consider that the most essential factor that impacts Taiwan economic growth is the international market. In recent years, the Trans-Pacific Partnership (TPP) and the Regional Comprehensive Economic Partnership (RECP) has played a pivotal role in the global economy, which includes the Latin American market and the Asia-Pacific market. If Taiwan can become a member state of TPP and RECP in the future, it will benefit Taiwanese SMEs in facing the future international market and bring about the blue ocean strategy and the commerce opportunity in the emerging market. There are two research objectives: (1) Exploring how to utilize international trade shows to help Taiwanese manufacturer to develop emerging market. (The key to trend) (2) Exploring the Spanish-speaking countries with different environments in various situations. (The cultural key) (3) Exploring how to do research on human psychology according the framework of 4C strategy. (The strategical key) (4) Exploring how enterprises with famous brand and channel distributors can achieve the goal of resource integration in collaborative marketing (The marketing key) The thesis will first explore the Latin American, Central American and Caribbean market and get to know the status quo of this area and figure out how to support Taiwanese SMEs in developing this market. With the research process chart and research process structural chart, the thesis will describe the connection of proposition, organizational structure and overall context of every phase in detail, which includes (I)the trend research that explains the rationale of choosing this market, (II)the assessment research that explains why doing these, (III)the action research-part 1 that states the preparation of project planning and the collection of each data, (IV)the action research-part 2 that states the focus of marketing implementation during the trade show, (V)the action research-part 3 that states the planning for strategical marketing after the trade show, (VI)the follow-up research that is relates to research categories, research process, setting up the form of interview, specialists interview for the assessment of categorical analysis and integration of overall crystallization analysis Conclusion and suggestion: The researcher provides his own personal experience, along with the concept of overall crystallization analysis in this research. It emphasizes the importance of the Latin American, Central American and Caribbean market from the aspect of market, manpower and marketing. The researcher also provides his personal insight in hopes that the current government will introduce powerful initiatives into this matter (even though the government already did well). In the end, Taiwanese SMEs are willing to develop the economy in this area, and they will get response from an investment environment with great potential.
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Books on the topic "International marketing channels"

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Pellegrini, Davide. Channel equity: Valore, concorrenza, regole nel commercio dei prodotti globali. Milano: EGEA, 2001.

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Hong, Liu. International wholesale and retail sourcing: patterns, trends and research issues. Manchester: Manchester Business School, 1993.

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Shibayama, Kiyohiko. Competition and organization in the distribution sector: An international comparison of systemization of distribution. Tokyo: Research Institute of International Trade and Industry, 1990.

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Czinkota, Michael R. Unlocking Japan's markets: Seizing marketing and distribution opportunities in today's Japan. Rutland, Vt: Charles E. Tuttle Co., 1993.

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Czinkota, Michael R. Unlocking Japan's markets: Seizing marketing and distribution opportunities in today's Japan. London: Pitman, 1991.

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Czinkota, Michael R. Unlocking Japan's markets: Seizing marketing and distribution opportunities in today's Japan. Chicago, Ill: Probus Pub. Co., 1991.

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Ni, Pengfei. Chengdu cheng shi guo ji ying xiao zhan lue: Chuang zao tian yuan cheng shi de shi jie biao gan = Strategies of Chengdu's international city marketing. Beijing Shi: She hui ke xue wen xian chu ban she, 2010.

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Kitchell, Susan. The Japanese distribution system: Past images, present realities and implications for Canadian exporters. Toronto: Ontario Centre for International Business, 1992.

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Anderson, Erin, Adel El-Ansary, Anne Coughlan, and Louis W. Stern. Marketing Channels: International Edition. Pearson Education, Limited, 2008.

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Anderson, Erin, Adel El-Ansary, Anne Coughlan, and Louis W. Stern. Marketing Channels: Pearson New International Edition. Pearson Education, Limited, 2013.

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Book chapters on the topic "International marketing channels"

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Omar, Ogenyi. "International Channels of Distribution and Logistics Management." In International Marketing, 303–34. London: Macmillan Education UK, 2009. http://dx.doi.org/10.1007/978-1-137-28789-2_10.

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Ramaseshan, B. "Conflict Patterns in International Distribution Channels." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 320. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-13141-2_110.

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Haugland, Sven A. "Total Quality Management in International Distribution Channels." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 140–45. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17323-8_34.

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Larsen, Trina, Brent A. Smith, and Bert Rosenbloom. "Culture and Communication in International Marketing Channels." In Global Perspectives in Marketing for the 21st Century, 13–14. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17356-6_4.

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Ramaseshan, B. "Conflict in International Distribution Channels: An Australian Perspective." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 274–77. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17320-7_76.

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Ryan, William T., and William H. Lauffer. "International Channels of Distribution: Who Decides and How?" In Global Perspectives in Marketing for the 21st Century, 11–12. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17356-6_3.

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Pegan, Giovanna, Donata Vianelli, and Patrizia de Luca. "Country of Origin and International Contractual Marketing Channels: Evidence from Specific Product–Market Perspectives." In International Series in Advanced Management Studies, 75–95. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-33588-5_4.

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Pegan, Giovanna, Donata Vianelli, and Patrizia de Luca. "From Country of Origin Effect to Brand Origin: Challenges in International Direct Marketing Channels." In International Series in Advanced Management Studies, 97–117. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-33588-5_5.

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Chen, Ching-Chun. "Production, Consumption, International Trade and Marketing Channels: Groundfish in Taiwan, Republic of China." In Econometric Modelling of the World Trade in Groundfish, 435–75. Dordrecht: Springer Netherlands, 1991. http://dx.doi.org/10.1007/978-94-011-3160-5_29.

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Tang, Xiaojie. "Study of Educational Products in the Marketing Channels During Upgrading Process." In Proceedings of the 2nd International Conference on Green Communications and Networks 2012 (GCN 2012): Volume 1, 561–66. Berlin, Heidelberg: Springer Berlin Heidelberg, 2013. http://dx.doi.org/10.1007/978-3-642-35419-9_65.

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Conference papers on the topic "International marketing channels"

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Koita, Mohamed El Bechir, and Hakan Adanacıoğlu. "Marketing Channels of Mango Farmers in Mali." In International Students Science Congress. Izmir International Guest Student Association, 2021. http://dx.doi.org/10.52460/issc.2021.008.

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Mango (Mangifera indica Linn) plays a central role as fruit crop among the horticultural fruits in Mali. Mali is among the largest mango producers in West Africa and among the fastest growing mango exporters in the world. The volume of mangoes produced is estimated at 575000 tons per year. Mango production is an important socio-economic activity in Mali, providing employment in rural areas and income through exportation. The study focused on marketing channels of mango famers in Mali. The secondary data were used to investigate marketing channels of mango in Mali. This paper consists of three parts. In the first part, the socio-economic characteristics of mango farmers in Mali were explained. In the second part, information about the development of Mango production and trade in Mali was given. In the third part, marketing channels of Mango farmers were examined. In general, it is difficult to say that Mango marketing channels operate effectively in Mali. The ineffectiveness of marketing channels occurs mostly at the local market level. It is important to strengthen the marketing infrastructure for Mango's marketing channels in Mali to be more effective. The government of Mali needs to implement a special incentive program, especially for wholesalers, who play an important role in increasing post-harvest losses. There is a need for financial support and training of wholesalers during the transportation, storage and processing of fresh mango. It is also important to extend these supports for mango producers.
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Končar, Jelena, Radenko Marić, and Sonja Vučenović. "Digital Strategy as a New Phenomenon in Marketing Channels." In 24th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management. University of Novi Sad, Faculty of Economics in Subotica, 2019. http://dx.doi.org/10.46541/978-86-7233-380-0_10.

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Thomkaew, Jiraporn, Podjana Homhual, Supaporn Chairat, and Supatra Khumhaeng. "Social media with e-marketing channels of new entrepreneurs." In PROCEEDINGS OF THE 3RD INTERNATIONAL CONFERENCE ON APPLIED SCIENCE AND TECHNOLOGY (ICAST’18). Author(s), 2018. http://dx.doi.org/10.1063/1.5055549.

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Shih, Sheng-Feng, Chao-Ying Li, and Meng-Chen Lin. "The Diversified Insurance Marketing Channels Driven Development of Consumer Behaviour." In the 2019 10th International Conference. New York, New York, USA: ACM Press, 2019. http://dx.doi.org/10.1145/3345035.3345040.

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Oh, Han-Mo, and Byeong-Joon Moon. "COUNTRY OF ORIGIN IN INTERNATIONAL MARKETING CHANNELS: HOW OVERSEAS DISTRIBUTORS ACCOUNT FOR THE ORIGINS OF PRODUCTS AND BRANDS." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.02.04.02.

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Guo-Cai, Wang, Zhao Yan-Hui, and Wang Xi-Feng. "Marketing Efforts and Dual Channels Coordination under E-Business Environment." In 2010 International Conference on E-Business and E-Government (ICEE). IEEE, 2010. http://dx.doi.org/10.1109/icee.2010.178.

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Jinyu Tian and Yuan Liu. "Notice of Retraction: Research on the innovation of marketing channels." In 2010 2nd International Conference on Industrial and Information Systems (IIS 2010). IEEE, 2010. http://dx.doi.org/10.1109/indusis.2010.5565747.

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"Government Multichannel Marketing: How to Seduce Citizens to the Web Channels?" In 2009 42nd Hawaii International Conference on System Sciences. IEEE, 2009. http://dx.doi.org/10.1109/hicss.2009.233.

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He, Congxi, Shuang Wang, and Zhixin Cui. "Analysis on Evaluation Channels of Talent Training Quality for Marketing Speciality." In International Conference on Education Studies: Experience and Innovation (ICESEI 2020). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/assehr.k.201128.048.

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Liberati, Caterina, Elisa Arrigo, and Paolo Mariani. "A Multivariate Approach to Facebook Data for Marketing Communication." In CARMA 2016 - 1st International Conference on Advanced Research Methods and Analytics. Valencia: Universitat Politècnica València, 2016. http://dx.doi.org/10.4995/carma2016.2016.2974.

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The aim of this paper is to propose a method to explore and synthesize social media data in order to aid businesses to make their communication decisions. The research was conducted at the end of 2014 on 5607 Italian Facebook subjects interested in drugs and health. In this study, we refer to the pharmaceutical market that is characterized by strict legal constraints, which prevent any promotional activities (such as advertising) of companies on prescription drugs. Thus, pharmaceutical businesses tend to promote their corporate brand instead of a single product brand. In such context, social media offer the opportunity to gather customers’ information about their attitudes and preferences, helpful to address marketing activities. Through a multivariate statistical approach on Facebook data, we have highlighted the associations existing between TV channels and users’ profiles. Therefore, depending on the value proposition to promote, every business could choose, first, the target group to reach and, then, the nearest suitable channel where to develop the corporate brand communication.
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