Search results for " Advertising and Sales"

showing 2 items of 2 documents

The determinants of conversion rates in SME e-commerce websites

2018

Abstract Web retailers invest significant resources to improve the proportion of website visitors that make a purchase, also known as the conversion rate. Improving this rate is particularly important to SMEs that have traditionally lagged behind larger firms as they have found it difficult to justify the significant investment involved in website development against the historical low returns associated with an online sales channel. Identifying methods that increase conversion rates reduces these perceived barriers and increases effective SME participation in the growing e-commerce sector. This paper uses 1184 observations from 6 SME websites to identify and analyse the factors, or combina…

MarketingFQCAWeb developmentProcess (engineering)business.industryQualitative comparative analysismedia_common.quotation_subject05 social sciencesMarketing Advertising and SalesSMEsRegression analysisE-commerceInvestment (macroeconomics)conversion rateembargoover12web retailingPromotion (rank)0502 economics and business050211 marketingQuality (business)Business/dk/atira/pure/core/subjects/marketing050203 business & managementIndustrial organizationmedia_commonJournal of Retailing and Consumer Services
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The determinants of stakeholder engagement in digital platforms

2018

Abstract Consumer engagement has been heralded as strategic in facilitating sales growth, competitive advantage, and profitability. Expanding the notion of consumer engagement to the stakeholder context, this study examines the determinants of multi-stakeholder digital engagement. Based on a digital setting (Expo2015), this study collected all the social media posts (n = 984) in the Facebook page with restricted access to the stakeholders involved in the event. Initial regression results suggest that the presence of transformation, in terms of activation of creative resource integration in posts, is a strong predictor of compliant and interactive engagement. Fuzzy-set qualitative comparativ…

Interactionsocial mediainteractionStakeholder engagementContext (language use)complianceExperiential learningCompetitive advantagestakeholdersSocial mediaStakeholdersCompliance; Engagement; fsQCA; Interaction; Social media; Stakeholders;0502 economics and businessfsQCASocial media/dk/atira/pure/core/subjects/marketingMarketingEngagementbusiness.industryQualitative comparative analysis05 social sciencesMarketing Advertising and SalesStakeholderPublic relationsembargoover12050211 marketingProfitability indexbusiness050203 business & managementComplianceengagementJournal of Business Research
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