Innovations in communication and advertising: a perspective from small firms in southern Brazil

Leonel Cezar Rodrigues, Valéria Riscarolli, Fabricia Durieux Zucco and Christian Falaster

International Journal of Internet Marketing and Advertising, 2018, vol. 12, issue 4, 325-339

Abstract: Market penetration, especially for small firms, requires effective ways of communication for investments optimisation. For small firms communicating effectively, means also being selective on communications objectives. In this study we investigate the adoption of communication and advertising innovations in small firms, including the role of paid advertising, when using virtual social networks. We search a sample of 227 small firms in the Brazilian countryside. Main results confirm the premise of selective communication objectives, narrowing to brand communication and brand recalling. We also learn that small firms divert in objectives. Most of them pursue brand information, strengthening image and faster brand recall, when using virtual social communication. Some of them, however, remain on the traditional sales expansion and increasing revenues. The later use traditional advertising. The formers tend to innovate engaging in virtual social networks when communication objectives target at brand image, brand recall and deeper links with audience.

Keywords: marketing; advertising; innovation; innovation in advertising; small firms; virtual social networks; communication objectives. (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=95359 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijimad:v:12:y:2018:i:4:p:325-339

Access Statistics for this article

More articles in International Journal of Internet Marketing and Advertising from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().