The role of media in sponsorship decision making during Covid-19 : a Malaysian perspective
COVID-19 has impacted not only human lives, but also business organisations. The repercussions of the pandemic on global businesses include sustaining the value of a firm that could benefit stakeholders, such as the challenge for sponsored properties to attain sponsorship through a period of f...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2022
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| Online Access: | http://journalarticle.ukm.my/20385/1/55773-187109-1-PB.pdf http://journalarticle.ukm.my/20385/ https://ejournal.ukm.my/mjc/issue/view/1527 |
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| Summary: | COVID-19 has impacted not only human lives, but also business organisations. The repercussions of
the pandemic on global businesses include sustaining the value of a firm that could benefit
stakeholders, such as the challenge for sponsored properties to attain sponsorship through a period
of financial struggles and the capacity of a sponsor to provide it. It is imperative for business-to-business (B2B) communities to evaluate criteria and risks of sponsorship to instil public trust and
consequently result in value creation for firms. At the same time, the role of the media is pivotal to
create visibility of this partnership and achieve set sponsorship aims. With that said, the objective of
this study is to explore the role of sponsorship decision making by Malaysian organisations during the
pandemic and how the media have strengthened relationship marketing between businesses and
their stakeholders; by examining the determinant factors of using media as an activation in
sponsorship and the criteria of using media in sponsorship. The qualitative study conducted interviews
with 13 corporate communication and marketing managers in Malaysia that are involved directly with
sponsorship activation. The findings highlight the sponsorship ecosystem through the Malaysian
media and B2B perspectives that would guide practitioners in making strategic decisions on B2B
sponsorship matters, particularly on the relational approaches and media engagement should be seen
as part of good business conduct. Future recommendation of this research is to seek the perceptions
of consumers on the congruence of relationship marketing through sponsor-sponsored properties
collaboration in Malaysian media. |
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