![]() The data were obtained with a web banner during an international tennis event. Using Finite Mix Partial Least Square methods, two sample segments are achieved. For this task, we propose a model for image transfer between the sponsored entity and the sponsor. The research proposes segmenting and modelling sport consumer behaviour in sponsorship by their level of involvement with the event. The study of involvement could give guidance for the design of appropriate and functional advertising campaigns. behavior and moderates the sponsor image transfer. Involvement is a key element in processing sponsorship information in consumers’ minds. Companies are demanding more research to better understand their investment efficacy. Data show that a majority of sporting events is sponsored and that investment in sponsorship is increasing every year. Sponsorships have become one of the most important marketing tools. Consequently, bricks-and-mortar retailers should consider targeting less prominent ad positions to reduce advertising costs while simultaneously enhancing advertising benefits. Furthermore, the pay-per-click billing mechanism allows advertisers to increase their marketing reach at no additional cost. Results indicate that paid search advertising budgets could be allocated more efficiently by targeting less prominent ad positions, thus allowing bricks-and-mortar retailers with a limited marketing budget to increase the reach of their marketing campaign, attract more consumers to their website and achieve an overall increase in conversions. prominent ad position can be beneficial for bricks-and-mortar retailers. This paper presents a field experiment using differences-in-differences analysis to investigate whether the targeting of a less. Yet, research investigating the impact of placing paid search ads on less prominent positions on subsequent consumer behavior is limited to the online environment. #Ora de veghe OfflineRead moreĬurrent research on paid search highlights its ability to enhance both online and offline conversions. Trust was found to be an important predictor of consumers' behavioral intentions toward the e-business in a cause marketing campaign. The results also showed that e-businesses with strong reputations adopting a non-profit cause received higher ratings for product quality and pricing than did weak reputation e-businesses adopting the same cause. These findings suggest that alliances with strong reputation causes may be beneficial for e-businesses with weak reputations. However, for e-businesses with weak reputations, differences were found in perceptions of brand equity and consequences of the company's actions. showed no significant differences in the dependent variables for e-businesses with strong reputations, whether they adopted causes with strong or weak reputations. E-businesses with strong reputations and e-businesses with weak reputations were paired with popular or not so popular causes. The authors examined the nature of e-business and non-profit alliances and their impact on brand equity, pricing, perceptions of product quality, trust in the company, consumer behavioral intentions towards the brand, and the consequences of the company's actions. Therefore, SMEs in Samar are willing to adopt online marketing despite the uncertainties and problems identified in the study. Overall, the results showed that there is a presence of strong demand for online marketing in the province of Samar. Moreover, the majority of the SMEs revealed that they were likely to adopt online marketing. The most felt problem encountered by SMEs in the marketing of products was financial issues. The commonly used marketing tool by SMEs was tarpaulin. The results showed that the products/services offered by SMEs were mostly food products, clothes, shoes, jewelry, and groceries. The respondents of the study included the business owners and operators of Small and Medium Enterprises (SMEs) and online customers in the province of Samar. ![]() ![]() The questionnaire was used as the primary research instrument to gather data. It employed the descriptive research design. This study aimed to assess the status of the Small and Medium Enterprises (SMEs) in the province of Samar in adopting online marketing. The importance of online marketing has prompted the researchers to conduct this study. Literatures showed that many business organizations are using online marketing to promote and advertise their products and services. ![]() Today, the Internet and web technologies facilitate efficient and effective marketing activities. ![]() With this, efficient tools are significant to achieve those objectives. Marketing is considered an important strategy in attaining the business objectives. ![]()
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