Search results for "online marketing"
showing 10 items of 10 documents
Language in globalized interactive business : adaptation versus standardization
2017
Consumer Engagement in Online Settings: Conceptualization and Validation of Measurement Scales
2015
This paper addresses the conceptualization, scale development and scale validation related to the study of consumer engagement in online settings. It first reviews this concept and draws attention to the multidimensionality of the construct, considering the underlying cognitive, emotional, and behavioral dimensions of consumer engagement. Then, it presents the foundation of this concept in relationship marketing and adds support to this proposition. Further, it proposes the construction and psychometric assessment of a 37 scales that examine all three dimensions, based on an international sample of 110 respondents who engage with a brand on a social media network. Based on multiple and succ…
A New Development in Online Marketing: Introducing Digital Inbound Marketing
2015
This paper addresses the conceptualization, scale development and scale validation related to the study of consumer engagement in online settings. It first reviews this concept and draws attention to the multidimensionality of the construct, considering the underlying cognitive, emotional, and behavioral dimensions of consumer engagement. Then, it presents the foundation of this concept in relationship marketing and adds support to this proposition. Further, it proposes the construction and psychometric assessment of a 37 scales that examine all three dimensions, based on an international sample of 110 respondents who engage with a brand on a social media network. Based on multiple and succ…
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…
Importance of Strategic Social Media Marketing
2017
Technological innovation has grown at an unprecedented rate over the past couple of decades, creating multiple opportunities for marketing in online settings. The proliferation of social media helps customers become more empowered and engaged in their brand interactions, while also providing them with new tools in their search, evaluation, choice and purchases of marketing offerings. Consequently, these developments are influencing marketing practices, both strategically, and tactically. Nowadays, social media has developed in an essential part of marketing strategy for its ability to generate co-created value, to interactively connect brands to consumers, to monitor brand-related discussio…
Tiešsaistes mārketinga pielietojums viesnīcā "NEIBURGS"
2017
Bakalaura darbs “Tiešsaistes mārketinga pielietojums viesnīcā Neiburgs” izstrādāts, lai parādītu, ka sekmīgai viesnīcas darbībai, tiešsaistes mārketings mūsdienās ir neatņemama sastāvdaļa. Tiešsaistes mārketings pašreiz ir vadošais mārketings jebkurā no nozarēm, bet jo īpaši – tūrismā. Sīvā viesnīcu konkurence Latvijā un tirgus globalizācija saasina konkurenci un, lai izvirzītos vadošajās pozīcijās, viesnīcai jāizmanto visi tiešsaistes mārketinga instrumenti, pretējā gadījumā, līdera pozīcijas tirgū noturēt ir ļoti grūti. Bakalaura darbā ir pētīta tiešsaistes mārketinga nozīme viesnīcas biznesā, kā tā palielina viesnīcas apgrozījumu, kā piesaista jaunus klientus un, kā palīdz konkurēt globā…
Social Media Campaign Metrics in Latvia
2015
Abstract The purpose of this paper was to explore which social media marketing metrics are most often used and are most important for marketing experts in Latvia. In order to achieve the aim of this paper several theoretical and practical research methods were used, such as literature analysis, surveying and grouping. First of all, theoretical research about social media metrics was conducted. Authors collected information about social media metric grouping methods and the most frequently mentioned social media metrics in the literature. The collected information was used as the foundation for the expert surveys. The expert surveys were used to gather information from Latvian marketing prof…
An Experiment with Facebook as an Advertising Channel for Books and Audiobooks
2016
The paper addresses the problem of using social media to promote innovative products available in online stores. Motivated by the fast development of the audiobook market, on the one hand, and the efficiency of social media marketing, on the other hand, we conducted an experiment with a marketing campaign of books and audiobooks on the most popular social networking site, Facebook, and discussed it in the paper. The goal of the experiment was exploring possible differences in FB users’ reaction to FB advertisements of traditional books and audiobooks. The experiment was implemented by using a real Facebook fanpage of a Polish publishing house having its own online bookstore. Results show so…
Mobile financial services : Introduction, definition, and conceptualization
2019
Incumbent business models in banking and payment are continuously challenged by new competition and evolving consumer expectations as banking and payment landscape have increasingly moved digital and mobile. Mobile financial services (MFS) and related technologies encompass a broad range of digital (including mobile) devices, channels, and financial transactions that consumers execute on their mobile phones or tablets. This chapter conceptualizes the term ‘MFS’ and investigates what constitutes the field of MFS. The chapter seeks to answer the following research questions: What is the mobile financial services landscape? What are MFS and how they have been conceptualized in the marketing an…
Language in globalised interactive business: adaptation vs. standardisation
2017
We investigate language-related choices made in online firms characterised as 'interactive' and having multiple and varying audiences, in both consumer and business marketing environments. Online language choices and their relatedness with firm strategic and tactical behaviour have little received scrutiny. Using survey data, we investigate the role language plays in online firms. We scrutinise whether or not firms significantly adapt to their targeted markets through language and how such adaptive or standardising behaviour relates with firm internationalisation level, and furthermore, if this behaviour relates with how firms interact with their environment. When studying how firms interac…