THE ROLE OF PERSUASIVE COMMUNICATION IN MARKETING: A SYSTEMATIC LITERATURE REVIEW OF APPROACHES AND BUSINESS OUTCOMES
Keywords:
: Persuasive Communication, Business, Marketing, Communication, Persuasive MarketingAbstract
Persuasive communication is an important aspect of modern marketing, where marketers seek to influence and convince consumers to choose their products or services.This research aims to provide a systematic review of the role of persuasive communication in marketing, including the various approaches and associated business outcomes.This research utilises a qualitative research approach through a systematic literature review. By conducting a comprehensive analysis of relevant academic literature, the researchers aimed to gain a deeper understanding of the various persuasive communication strategies used in marketing and the associated business outcomes. The systematic literature review allowed for a rigorous and structured examination of existing knowledge, thus enabling the researchers to identify key trends, insights and emerging themes in the field of persuasive communication in a marketing context.This methodological approach provides a solid foundation for the study, allowing the researchers to synthesise and critically analyse the available empirical evidence to uncover valuable insights that can inform both academic discourse and practical applications in real-world business environments.The expected outcome is a comprehensive understanding of the role of persuasive communication in marketing, including various approaches and associated business outcomes, such as increased sales, customer satisfaction, and brand reputation.
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