Search results for "Online advertising"
showing 6 items of 26 documents
Analyzing Consumer Engagement Programs from the Perspective of a Qualitative Research of Marketing Executives
2014
Abstract Consumer engagement is a multidimensional concept comprising cognitive, emotional, and/or behavioral dimensions, and plays a central role in the process of developing long lasting relationships with mutual benefits for companies and their customers. In the Internet-context, consumers can co-create experiences and personal value through engagement in activities that involve interactivity and networking with companies in the online environment. In this technology-driven framework, consumer engagement programs can offer a valuable opportunities for companies that are active in an online setting. The present research implies a qualitative study conducted using interviews with marketing…
Linking Online Marketing Practices in Romania to Global Trends
2018
The very fast online transformations cause rapid changes in consumers’ behavior and, implicitly, the need for businesses’ adaptation to market trends and wants. We are now at that moment when a business’s survival and development essentially depend on understanding the importance of marketing and on adjustment to online marketing trends like ultimate elements in bringing its success. Thus, online marketing is a business culture, an entrepreneurial mindset in all over the world, for each type of business. This paper aims to give an overview on Romanian online advertising market by presenting data, trends, and main players. Many recent studies showed that the online is in a growing process, a…
Generation Y Travelers’ Intentions to Book Airbnb Accommodation: An Abstract
2017
Sharing economy is affecting the global economy with increasing scale, as customers can exchange commodities in an organized way under the help of an enormous number of online platforms (Balck and Cracau 2015). In the context of holiday accommodation, Airbnb’ s growth has been stunning as now it has more available rooms than hotel giants like Marriott and Hilton (Weed 2015). In fact, research has highlighted Airbnb’s potential to disrupt the traditional accommodation sector (Guttentag 2013). Given the importance of Airbnb, it is crucial to examine which factors affect intentions to book an accommodation on Airbnb. This study proposes an integrative model based on the theory of reasoned acti…
Retoriskās iezīmes veselīgās ēdināšanas uzņēmumu interneta reklāmas rakstos
2022
Retorisko iezīmju lietojums pārliecināšanas nolūkā tiek praktizēts jau tūkstošiem gadu. Pirmās teorijas par ietekmēšanas rīkiem tika zinātniski klasificētas Senajā Grieķijā, kad filozofi raksturoja, ko nozīmē runāt ētiski, loģiski un pārliecinoši. Līdz pat šai dienai šo filozofu darbs tiek uzskatīts par pamatu retorikas zinātnei. Retorisko iezīmju klātbūtne valodā ir dabiska un visuresoša, tomēr mūsdienās tā ir plaši pielietota prakse dažādās nozarēs, ieskaitot reklāmdošanu. Šī darba mērķis ir pētīt retorisko iezīmju biežumu un dažādību veselīgo ēdināšanas kompāniju tiešsaistes reklāmrakstos. Diskursa analīze apstiprina, ka retorisko iezīmju lietojums mūsdienu reklāmrakstos ir plašs, daudzp…
Cross-Cultural Factors in Experiencing Online Video Contents in Product Marketing
2017
Although online shops represent convenient tools to buy and sell products, they do not offer as rich multisensory experiences than physical retailing offers. Audio-visual contents could provide dynamic multisensory information and offer more engaging experiences. However, to be successful, audio-visual contents need to be adjusted to the cultural characteristics of the users. This manuscript presents a study in which Spanish and Finnish participants interacted with audiovisual products depicting videos of the brand design. Through content analysis of participants' verbalizations, the authors identified categories and subcategories that defined the representation of the video elements and th…
Digital advertising around paid spaces, e-advertising industry’s revenue engine : A review and research agenda
2017
We develop and describe a framework for research in a particular segment of digital advertising. Internet Advertising Paid Slots and Spaces (IAPS) is a neologism and work almost like a stock exchange for buying and selling advertising in various formats on designated spaces around web and make a significant contribution to Internet advertising revenues. These paid spaces were found to encompass diverse areas of Internet advertising that include search engine marketing, social media advertising and display advertising. Given the complexity of the modern digital advertising eco system, this literature review seeks to provide clarity, up-to-date knowledge and ongoing insights into Internet adv…