Impacts of online advertising on business performance:
Gespeichert in:
| Weitere Verfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hershey, PA
IGI Global
[2020]
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xvi, 262 Seiten Illustrationen |
| ISBN: | 9781799816188 |
Internformat
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Datensatz im Suchindex
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| adam_text | Table of Contents Preface..................................................................................................................... xii Chapter 1 What Do Facebook Users Feel About Facebook Advertising? Using an Experience Sampling Method (ESM) to Explore Their Digital Advertising Experiences..............................................................................................................1 Yowei Kang, National Taiwan Ocean University, Taiwan Kenneth C. C. Yang, The University of Texas at El Paso, USA Chapter 2 Employer Branding in the Digital Era....................................................................28 Aslı Kuşçu, Yeditepe University, Turkey Chapter 3 A Relationship Marketing Strategy in Brand Communication: Influencer Marketing Strategy................................................................................................... 52 Bülent Özsaçmacı, Çankaya University, Turkey Tolga Dursun, Abani İzzet Baysal Üniversitesi, Turkey Chapter 4 Customer Engagement Strategies of China’s E-Commerce Industry and Their Impact on China’s Economy Transition..................................................................81 Liguo Yu, Indiana University South Bend, USA Alok Mishra, Atilim University, Turkey
Chapter 5 Onime Purchase and Advertising in Latin America: A Consumer Comparison Among Mexico and Colombia............................................................................. 104 Mauricio Sabogal Salamanca, Universidad EAN, Colombia Carlos Hernán Fajardo-Toro, Universidad EAN, Colombia Juan Carlos Renteria, Universidad EAN, Colombia Yesica Mayett Moreno, Universidad Popular Autónoma del Estado de Puebla, Mexico Laura Berenice Sanchez Baltasar, Universidad Popular Autónoma del Estado de Puebla, Mexico Chapter 6 Optimization Models in Google Ads Campaigns............................................... 138 Sergio Barreto, University ofAveiro, Portugal Ricardo José Videira Barbosa, University ofAveiro, Portugal Belem Barbosa, University ofAveiro, Portugal Chapter 7 Reaching Your Customers Using Facebook and Google Dynamic Ads........... 177 Tereza Semerádová, Technical University of Liberec, Czech Republic Petr Weinlich, Technical University of Liberec, Czech Republic Chapter 8 The (In)Effectiveness of In-Stream Video Ads: Comparison of Facebook and YouTube................................................................................................................ 200 Tereza Semerádová, Faculty of Economics, Technical University of Liberec, Czech Republic Petr Weinlich, Technical University of Liberec, Czech Republic Compilation of References................................................................................ 226 About the Contributors..................................................................................... 256 Index 260
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| adam_txt |
Table of Contents Preface. xii Chapter 1 What Do Facebook Users Feel About Facebook Advertising? Using an Experience Sampling Method (ESM) to Explore Their Digital Advertising Experiences.1 Yowei Kang, National Taiwan Ocean University, Taiwan Kenneth C. C. Yang, The University of Texas at El Paso, USA Chapter 2 Employer Branding in the Digital Era.28 Aslı Kuşçu, Yeditepe University, Turkey Chapter 3 A Relationship Marketing Strategy in Brand Communication: Influencer Marketing Strategy. 52 Bülent Özsaçmacı, Çankaya University, Turkey Tolga Dursun, Abani İzzet Baysal Üniversitesi, Turkey Chapter 4 Customer Engagement Strategies of China’s E-Commerce Industry and Their Impact on China’s Economy Transition.81 Liguo Yu, Indiana University South Bend, USA Alok Mishra, Atilim University, Turkey
Chapter 5 Onime Purchase and Advertising in Latin America: A Consumer Comparison Among Mexico and Colombia. 104 Mauricio Sabogal Salamanca, Universidad EAN, Colombia Carlos Hernán Fajardo-Toro, Universidad EAN, Colombia Juan Carlos Renteria, Universidad EAN, Colombia Yesica Mayett Moreno, Universidad Popular Autónoma del Estado de Puebla, Mexico Laura Berenice Sanchez Baltasar, Universidad Popular Autónoma del Estado de Puebla, Mexico Chapter 6 Optimization Models in Google Ads Campaigns. 138 Sergio Barreto, University ofAveiro, Portugal Ricardo José Videira Barbosa, University ofAveiro, Portugal Belem Barbosa, University ofAveiro, Portugal Chapter 7 Reaching Your Customers Using Facebook and Google Dynamic Ads. 177 Tereza Semerádová, Technical University of Liberec, Czech Republic Petr Weinlich, Technical University of Liberec, Czech Republic Chapter 8 The (In)Effectiveness of In-Stream Video Ads: Comparison of Facebook and YouTube. 200 Tereza Semerádová, Faculty of Economics, Technical University of Liberec, Czech Republic Petr Weinlich, Technical University of Liberec, Czech Republic Compilation of References. 226 About the Contributors. 256 Index 260 |
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| spelling | Impacts of online advertising on business performance Tereza Semerádová, Petr Weinlich Hershey, PA IGI Global [2020] xvi, 262 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Internet advertising Electronic commerce Success in business Electronic commerce fast Internet advertising fast Success in business fast Marketing (DE-588)4037589-4 gnd rswk-swf Online-Werbung (DE-588)7636951-1 gnd rswk-swf Unternehmenserfolg (DE-588)4223768-3 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Marketing (DE-588)4037589-4 s Online-Werbung (DE-588)7636951-1 s Unternehmenserfolg (DE-588)4223768-3 s b DE-604 Semerádová, Tereza edt Weinlich, Petr edt Erscheint auch als Online-Ausgabe 978-1-7998-1620-1 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032047326&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Impacts of online advertising on business performance Internet advertising Electronic commerce Success in business Electronic commerce fast Internet advertising fast Success in business fast Marketing (DE-588)4037589-4 gnd Online-Werbung (DE-588)7636951-1 gnd Unternehmenserfolg (DE-588)4223768-3 gnd |
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| title | Impacts of online advertising on business performance |
| title_auth | Impacts of online advertising on business performance |
| title_exact_search | Impacts of online advertising on business performance |
| title_exact_search_txtP | Impacts of online advertising on business performance |
| title_full | Impacts of online advertising on business performance Tereza Semerádová, Petr Weinlich |
| title_fullStr | Impacts of online advertising on business performance Tereza Semerádová, Petr Weinlich |
| title_full_unstemmed | Impacts of online advertising on business performance Tereza Semerádová, Petr Weinlich |
| title_short | Impacts of online advertising on business performance |
| title_sort | impacts of online advertising on business performance |
| topic | Internet advertising Electronic commerce Success in business Electronic commerce fast Internet advertising fast Success in business fast Marketing (DE-588)4037589-4 gnd Online-Werbung (DE-588)7636951-1 gnd Unternehmenserfolg (DE-588)4223768-3 gnd |
| topic_facet | Internet advertising Electronic commerce Success in business Marketing Online-Werbung Unternehmenserfolg Aufsatzsammlung |
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