Od informisanja do uticaja: efektivnost medijskih formata u marketinškim komunikacijama
From information to influence: The effectiveness of media formats in marketing communications
Apstrakt
Razvojem postojećih i pojavom novih medija i informaciono-komunikacionih tehnologija, savremene marketinške komunikacije se sve više orijentišu ka traženju novih načina za plasiranje informacija, uspostavljanje komunikacije i izgradnju odnosa sa potrošačima putem tradicionalnih i hibridnih medijskih formata. Jedan od ključnih izazova u ovom procesu jeste kako ciljna javnost percipira i vrednuje sadržaje promotivnih poruka, formira mišljenja o kredibilnosti pojedinih medijskih formata i posledično formira stavove o kompanijama, proizvodima i uslugama koje se oglašavaju. Uprkos ubrzanom razvoju ove oblasti, primetno je da u Republici Srbiji postoji relativno mali broj naučnih radova koji se bave istraživanjem uticaja različitih medijskih formata na navedeni proces. Stoga je fokus rada na utvrđivanju i analizi vidljivosti različitih medijskih formata, stavova koje potrošači imaju prema njima, kao i na identifikaciji uloge koju informacije plasirane putem ovih formata imaju u procesu donošenja odluka o kupovini. Za potrebe rada sprovedeno je empirijsko istraživanje primenom metode ankete. Rad doprinosi boljem razumevanju ovog problema i daje jasne preporuke marketinškim stratezima za izbor adekvatnih medijskih formata za plasiranje promotivnih poruka i sadržaja namenjenih potrošačima u Republici Srbiji.
Abstract
With the development of existing and the emergence of new media and information-communication technologies, marketing communications are increasingly focused on finding new ways to disseminate information, establish communication, and build relationships with consumers through traditional and hybrid media formats. One of the key challenges in this process is how the target audience perceives and evaluates the content of promotional messages, forms opinions about the credibility of certain media formats, and consequently shapes attitudes toward companies, products, and services being advertised. Despite the rapid development of this field, it is notable that there is a relatively small number of scientific papers in the Republic of Serbia that address the influence of various media formats on this process. Therefore, the focus of this paper is on determining and analyzing the visibility of different media formats, the attitudes consumers have toward them, and identifying the role of information disseminated through these formats in the purchasing decision-making process. For this paper, an empirical study was conducted using the survey method. The paper contributes to a better un-derstanding of this issue and provides clear recommendations for marketing strategists to improve the creation of promotional message content and select appropriate media formats for its dissemination to consumers in the Republic of Serbia.
Reference
- Adams, D. & Hamm, M. (2001). Literacy in a multimedia age. Norwood, MA: Christopher- Gordon Publishers.
- Baym, G. (2008). Infotainment. The international encyclopedia of communication.
https://doi.org/10.1002/9781405186407.wbieci031 - Blagojević, N. (2022). Analiza efektivnosti hibridnih medijskih formata (master rad). Fakultet organizacionih nauka Univerziteta u Beogradu, Beograd.
- Blagojević, N., Vlastelica, T. & Pavković, V. (2023). Medijska pismenost i stavovi potrošača o medijskim formatima u marketinškoj komunikaciji. U: H. Hanić (ur.), Izazovi i perspektive marketinga (str. 219-228). Beograd: Srpsko udruženje za marketing SeMA.
- Blumler, J. G. & McQuail, D. (1969). Television in politics: its uses and influence. Chicago: University of Chicago Press.
- De Veirman, M., Cauberghe, V. & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International journal of advertising, 36(5), 798-828. https://doi.org/10.1080/02650487.201 7.1348035
- Fidler, R. F. (1997). Mediamorphosis: Understanding new media. Thousand Oaks, CA: Pine Forge Press.
- Filipović, V., Kostić-Stanković, M., Štavljanin, V., Janičić, R., Damnjanović, V., Cicvarić-Kostić, S., Vlastelica, T., Jović, M., Novčić Korać, B., Vukmirović, J. & Okanović, M. (2024) Marketing i komunikacije: pojmovnik sa srpsko-engleskim i englesko-srpskim rečnikom. Beograd: Fakultet organizacionih nauka Univerziteta u Beogradu.
- Holtzhausen, D. (2014). Strategic Communication. The International Encyclopedia of Communication. https://doi.org/10.1002/9781405186407.wbiecs106.pub2
- Horrich, A., Ertz, M. & Bekir, I. (2024). The effect of information adoption via social media on sustainable consumption intentions: The moderating influence of gender. Current Psychology, 43(18), 16349-16362. https://doi.org/10.1007/s12144-023-05526-9
- Kim, S., Haley, E. & Koo, G. Y. (2009). Comparison of the paths from consumer involvement types to ad responses between corporate advertising and product advertising. Journal of advertising, 38(3), 67-80. https://doi.org/10.2753/JOA0091-3367380305
- Kostić-Stanković, M. (2011). Integrisane poslovne komunikacije. Beograd: Fakultet organizacionih nauka Univerziteta u Beogradu.
- Kostić-Stanković, M., Filipović, V. & Vlastelica, T. (2020) Odnosi s javnošću. Beograd: Fakultet organizacionih nauka Univerziteta u Beogradu.
- Li, K. Y., Zahiri, M. A. & Jumaat, N. F. (2020). Understanding digital media literacy in a digital age: A review of current frameworks. International Journal of Psychosocial Rehabilitation, 24(05), 1010-1015. doi: 10.37200/IJPR/V24I5/PR201774
- Ma, Y. M., Li, M. Y. & Cao, P. P. (2024). Improving customer satisfaction in the hotel industry by fusing multi-source user-generated content: An integration method based on the heuristic-systematic model and evidence theory. Applied Intelligence, 54, 8719-8744.
https://doi.org/10.1007/s10489-024-05621-9 - Manser Payne, E., Peltier, J. W. & Barger, V. A. (2017). Omni-channel marketing, integrated marketing communications and consumer engagement: A research agenda. Journal of Research in Interactive Marketing, 11(2), 185-197. https://doi.org/10.1108/JRIM-08-2016-0091
- Pan, M., Blut, M., Ghiassaleh, A. & Lee, Z. W. (2025). Influencer marketing effectiveness: A meta-analytic review. Journal of the Academy of Marketing Science, 53(1), 52-78. https://doi.org/10.1007/s11747-024-01052-7
- Pavković, V., Vlastelica-Bakić, T. & Đurić, M. (2016). The role and importance of the media and media communications in tourism. In M. Skakun (Ed.), Tourism Education in 21st Century: Policies, Practices, Internationalization (pp. 505-522). Belgrade: The College of Tourism.
- Polanco-Levicán, K. & Salvo-Garrido, S. (2022). Understanding Social Media Literacy: A Systematic Review of the Concept and Its Competences. International Journal of Environmental Research and Public Health, 19(14). https://doi.org/10.3390/ijerph19148807
- Potter, W. J. (2022). Analysis of definitions of media literacy. Journal of Media Literacy Education, 14(2), 27-43. https://doi.org/10.23860/JMLE-2022-14-2-3
- Skočajić, I., Pavković, V., Krstić, J., Kostić-Stanković, M., Vlastelica, T. & Rajić, T. (2024). Urban tourism appeal: The effectiveness of communication channels and multimedia formats in creating tourists’ expectations. Sustainability, 16(11). https://doi.org/10.3390/su16114552
- Turner, P. (2017). Implementing integrated marketing communications (IMC) through major event ambassadors. European Journal of Marketing, 51(3), 605-626.
https://doi.org/10.1108/EJM-09-2015-0631 - Uribe, R. (2016). Separate and joint effects of advertising and placement. Journal of Business Research, 69(2), 459-465. https://doi.org/10.1016/j. jbusres.2015.06.052
- Vlastelica, T. (2007a). Medijska kampanja: publicitet i oglašavanje. Beograd: Zadužbina Andrejević.
- Vlastelica, T. (2007b). Medijske strategije u marketingu i odnosima s javnošću (magistarski rad). Fakultet organizacionih nauka Univerziteta u Beogradu, Beograd.
- Volmar, A. (2017). Formats as media of cooperation. Media in Action: Interdisciplinary Journal on Cooperative Media, 2, 9-28. https://doi.org/10.25819/ubsi/8172
- Williams, K., Petrosky, A., Hernandez, E. & Page Jr, R. (2011). Product placement effectiveness: revisited and renewed. Journal of Management and Marketing research, 7, 1-24.
