Search results for "Advertising"
showing 10 items of 680 documents
Integrētā mārketinga komunikācija: Promocijas darba (monogrāfija) kopsavilkums
2016
Elektroniskā versija nesatur pielikumus
Transmedia Experience and Narrative Transportation
2016
The aim of this research is to better understand the impact of transmedia storytelling on consumers' experiences in the cultural field (e.g., at a museum or heritage site). Transmedia storytelling refers to the interaction among different forms of media leading to convergence (telling a single story across multiple platforms and forms, namely, using digital technologies). This article discusses whether this multidimensionality of platforms enables a greater appropriation of the story and improves consumers' experience with the cultural object and whether the transmedia experience can lead to a positive attitude toward transmedia platforms and the cultural object.
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…
Online Sport Event Consumers: Attitude, E-Quality and E-Satisfaction
2017
Sporting events attract millions of dollars in sponsorship and tourism, so a strong event brand is required. The event website quality is responsible for maintaining and attracting consumers and creating a positive attitude towards the brand. The purpose of this study was to examine key variables that affect the behavior of online sport event consumers. Specifically, it explores e-quality and e-satisfaction and how they influence the attitude towards the website and the brand. Structural equation model tests revealed that a positive quality can determine a positive attitude to the web site, even the consumer is not satisfied with it. On the other hand, the stakeholder needs to pay attention…
Antécédents et conséquences de l'intrusion publicitaire perçue sur internet : le cas des formes publicitaires
2013
This research explores the relations between the format of advertising and perceived intrusion and tries to understand the consequences on attitudinal responses and on behaviour intentions of the Internet user, in particular in terms of resistance. The advertising intrusion is envisaged as a negative perception which could be activated by formats. The first part of this work is to understand the impact of perceived advertising intrusion, the second part is to operationalize the concept and test the research model.The study of the consequences of the use of ad formats allows reporting their influence on the advertising intrusion but also on the attitude towards the format and towards the ad.…
Purchasing Behaviour of Polish Consumers in the Internet
2017
In recent years we may observe the growing importance of the Internet in the lives of consumers. As the data from Central Statistical Office (GUS) shows, in 2015 approximately 75.8% of Polish households had access to the Internet. The value of e-commerce is estimated at PLN 27 billion. 54% of Internet users buy in Polish e-shops and 13% in foreign internet shops. The threat of violations of consumer rights, including cybercrime, is on the increase. This requires caution, the knowledge of legislative solutions and litigation methods of exerting consumers' rights on the part of customers. The article focuses on the purchasing behaviour of Internet users taking into account consumer rights and…
Ethnocentrism Effects on Consumers’ Behavior during COVID-19 Pandemic
2021
The COVID-19 pandemic has upset everyone’s normal daily activities, generating psychiatric disorders and changing consumers’ preferences. Among others, the agri-food sector has experienced strong changes and, during the lockdown period, Italian consumers modified their purchasing habits in response to the fear and uncertainty generated by the spread of the virus. In order to find out the main consequences of the shock suffered during the period and to understand which factors have affected purchasing choices, an online survey was conducted on 286 Italian consumers. The results show that ethnocentrism has been the factor that most has influenced consumers’ behavior during the lockdown period…
DYNAMIC SEMANTIC USER PROFILING FROM IMPLICIT WEB NAVIGATION DATA
2014
International audience; On the Web, pages are often dynamically generated and allow publishers to individually adapt contents to each viewer. Underlying systems must correctly understand the user's context - crucial especially in the case of online advertisement placement. The article at hand describes our proposition of a novel profiling system, adapted to the special needs of digital advertising. Based on Semantic Web Technologies, the MindMinings system relies on an ontology to enable thorough understanding of each user's context and needs. The underlying ontology structure also provides enhanced interoperability with semantically annotated knowledge resources, notably vocabularies from …
La distribution : organisation et stratégie
2020
Croissance rapide de nouvelles formes de vente, stratégies de mutualisation des ressources logistiques, phygitalisation, plateformisation, politique de réenchantement des points de vente... Autant de bouleversements du paysage économique qui font désormais de la distribution une fonction clé de la gestion des entreprises. Comprendre et expliquer à la fois sa dynamique et ses enjeux revêt, à ce titre, une importance majeure. Rédigé par trois spécialistes reconnus du sujet, l'ouvrage se fixe pour objectif d'aborder de façon pédagogique les principales dimensions de la distribution : la relation avec l'acheteur final, la gestion des interfaces entre industriels et distributeurs, et les enjeux …
Intermédiation et création de valeur dans les canaux : une revue de littérature
2012
Marketing research has devoted more and more attention to the analysis of consumer behavior. Similarly, distribution research has focused on retailing and shopper behavior. But the dynamics of industrial and consumer goods markets, impacted by globalization and the internet, reveal a major reconfiguration of intermediaries in marketing channels. This article summarizes the major theoretical foundations of channel analysis drawn from economics, sociology of organizations, and strategic planning, to identify theoretical principles that may explain the changes in the functions of channel intermediaries, and their contribution to value creation in the channel.