Article metrics

  • citations in SCindeks: [1]
  • citations in CrossRef:0
  • citations in Google Scholar:[=>]
  • visits in previous 30 days:20
  • full-text downloads in 30 days:16
article: 5 from 12  
Back back to result list
2017, vol. 48, iss. 1, pp. 20-29
article language: Serbian
document type: Original Scientific Paper
published on: 19/12/2017
doi: 10.5937/markt1701020D
Creative Commons License 4.0
Perceived media influence on behaviour of food products' consumers
University of Novi Sad, Faculty of Economy, Subotica



In modern business conditions, it is possible to identify a number of manners for company's communication with current customers and prospects. That is the reason for marketers to prioritize the requirements of finding an adequate mix of integrated marketing communications instruments, defining their roles and the extent to which they should be implemented, as well as their mutual coordination and synergetic effects. Company can use different media and, by their combination and integration, send a clear and consistent promotional message to customers. In this paper, the authors analyse the perceived impact of the media and their combination on consumers' attitudes towards food products and their intention to buy food products, as well as whether there are differences when it comes to these influences among consumers with different socio-demographic characteristics.



Ajzen, I., Fishbein, M. (1980) Understanding attitudes and predicting social behavior. NJ: Prentice Hall
Belch, G.E., Belch, M.A. Evaluating the effectiveness of elements of integrated marketing communications: A review of research. preuzeto sa: (datum pristupa: 02.02.2015
Belch, G.E., Belch, M.A. (2009) Advertising and promotion: An integrated marketing communications perspective. New York: McGraw-Hill
de Jong, N., Ocke, M.C., Branderhorst, H.A.C., Friele, R. (2003) Demographic and lifestyle characteristics of functional food consumers and dietary supplement users. British Journal of Nutrition, (89): 273-281
Drewnowski, A., Hann, C. (1999) Food preferences and reported frequencies of food consumption as predictors of current diet in young women. American Journal of Clinical Nutrition, 70 (1); 28-36
Kitchen, P.J., Brignell, J., Li, T., Jones, G.S. (2004) The Emergence of IMC: A Theoretical Perspective. Journal of Advertising Research, 44(1): 19-30
Kitchen, P.J. (2005) New paradigm - IMC - under fire. Competitiveness Review, 15(1): 72-80
Kliatchko, J. (2008) Revisiting the IMC construct. International Journal of Advertising, 27(1): 133-160
Mcgrath, J.M. (2005) A Pilot Study Testing Aspects of the Integrated Marketing Communications Concept. Journal of Marketing Communications, 11(3): 191-214
Naik, P.A., Raman, K. (2003) Understanding the Impact of Synergy in Multimedia Communications. Journal of Marketing Research, 40(4): 375-388
Ognjanov, G. (2009) Integrisane marketinške komunikacije. Beograd: Ekonomski fakultet
Pallant, J. (2001) SPSS Survival Manual: A Step by Step Guide to Data Analysis using SPSS for Windows. Buckingham: Open University Press
Pelsmacker, P., Geuens, M., van den Bergh, J. (2007) Marketing communication: A European perspective. Harlow: Pearson Education
Percy, L. (2008) Strategic integrated marketing communications. Oxford: Elsevier
Roininen, K., Tuorila, H., Zandstra, E.H., de Graaf, C., Vehkalahti, K., Stubenitsky, K., Mela, D.J. (2001) Differences in health and taste attitudes and reported behaviour among Finnish, Dutch and British consumers: a cross-national validation of the Health and Taste Attitude Scales (HTAS). Appetite, 37(1): 33-45
Salai, S., Grubor, A. (2011) Marketing komunikacije. Subotica: Ekonomski fakultet
Shah, K., d`Souza A. (2009) Advertising and Promotions: An IMC Perspective. Noida: Tata McGraw Hill
Stanković, L., Đukić, S. (2009) Marketing. Niš: Ekonomski fakultet
Swain, W.N. (2004) Perceptions of IMC after a Decade of Development: Who's at the Wheel, and How Can We Measure Success?. Journal of Advertising Research, 44(1): 46-65
Vantamay, S. (2011) Performances and measurement of integrated marketing communications (IMC) of advertisers in Thailand. Journal of Global Management, 1 (1). (preuzeto sa:
Weilbacher, W.M. (2001) Point of View: Does Advertising Cause a 'Hierarchy of Effects'?. Journal of Advertising Research, 41(6): 19-26