Effects of emerging marketing communication strategies on organizational Performance a case of beauty products companies

Abstract

The purpose of the study was to establish the effects of emerging marketing Communication strategies on organizational performance with reference to beauty products companies. The study adopted descriptive research design. The target population comprised of men and women customers from which the study used Simple random sampling technique to get a sample of eighty respondents. Data was collected by use of semi-structured questionnaires. Data was analyzed by use of descriptive statistics such as frequency, percentages, mean and standard deviation using statistical package for social sciences (SPPS V. 21) and presented by use of tables. Content analysis was used in processing of qualitative data and results presented in prose form. In addition, a multivariate regression model was applied to determine the relative importance of each of the three variables with respect to organizational performance. The study found out that sex appeal advertising strategy affected the tendency to buy beauty products to a great extent (46.2%). It was evident that nudity, suggestive/ persuasive appeal, sexual explicitness and sexual attractiveness affected the tendency to buy beauty products to a great extent as expressed by a mean score of 4.4337, 3.9639, 3.8193 and 3.8193 respectively. In addition sexual imagery and sexual objectification did not affect the tendency to buy beauty products. The study also deduced that YouTube affected the tendency to buy beauty products to a very great extent. Media-sharing site and Social news site e.g. Digg, Reddit and Mixx affected the tendency to buy beauty products to a great extent. The study finally found out that mobile advertising strategies affected buying of beauty products to a great extent. The study concluded that sex appeal advertising strategy affected the tendency to buy beauty products to a great extent. Nudity, suggestive/ persuasive appeal, sexual explicitness and sexual attractiveness affected the tendency to buy beauty products to a great extent. The study also concluded that the tendency to buy beauty products was affected by YouTube, Google’s blogger Media-Sharing sites, Facebook, LinkedIn and Social news sites. The study finally concluded that mobile advertising strategies affected buying of beauty products to a great extent. The study recommended that the use of sexual appeal and imagery should be exercised with great care to avoid offending either gender. The study also recommended that companies should invest more in using social media strategies in advertising their products since using these strategies and tools, makes it easy for marketers to engage, collaborate, interact and harness intelligence crowd sourcing for marketing purposes. The study finally recommended that companies should adopt the mobile advertising strategies such as bulk SMS’s which should be targeted to potential clients or customers as this enhances sales volume.