Brand marketing communication campaign on the internet and its effectiveness. Research results

Purpose: To present a brand marketing communication campaign on the Internet and its effectiveness based on the example of the mPay brand, its characteristics, generated impacts, and multifaceted benefits for all those involved, and to develop recommendations for interested marketers.Methodology: analysis of secondary sources of information, case study of the selected brand: mPay from the fintech sector, from the perspective of online marketing communication activities and the resulting effects.Participant observation of selected activities, their evaluation, and suggested improvements.Survey research using a computer-assisted questionnaire on a sample of 222 young respondents.Results: Expanded knowledge of brand marketing communication campaigns on the Internet and factors determining their effectiveness.Results of the case study with emphasis on the spectrum of mPay's brand online marketing communication ventures and their impact.Results of the survey about the perception of the object of the study, its market offering compared to the competition, and the functionalities of the innovative mPay mobile application. Research limitations:The research problem undertaken should be analysed on the basis of a larger number of brands and their branded marketing communication ventures.Additionally, the authors plan to expand the survey to a nationwide sample.Practical implications: The ability to emulate good and avoid less effective online marketing communications ventures in the fintech sector.In-depth knowledge documented by the results of the conducted case study and surveys with developed recommendations for the interested marketers, researchers, students.Social implications: Research shows that brand marketing communication campaigns on the Internet influence the behaviour of customers, Internet users, and other stakeholders, their experiences, attitudes, engagement, changes in the ways they use the services provided using mobile applications.Such endeavours significantly influence the process of building brand communities and managing stakeholders' experiences.Value: Given the approach presented in the article, this is the first study of its kind (at least in the Polish market) on the implementation of a brand marketing communication campaign on the Internet and its effectiveness in the fintech sector, with an assessment and suggestions for improvements to these activities, and the development of recommendations for marketers.B. Tarczydo, M. Kopciska