A Taxonomy of Online Marketing Methods

Hajarian, Mohammad; Camilleri, Mark Anthony; Dı́az, Paloma; Aedo, Ignacio

doi:10.1108/978-1-80071-264-520211014

Cited by 28 publications

(12 citation statements)

References 38 publications

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“…via YouTube) (Khan, 2017). Smartphones and tablets allow their users to entertain themselves by playing games and/or to socialize with other individuals through social media (Calvo-Porral and Otero-Prada, 2020; Camilleri, 2020; Hajarian et al , 2020; Calvo-Porral and Nieto-Mengotti, 2019; Dolan et al , 2019; Balakrishnan and Raj, 2012). Individuals are increasingly subscribing to social media as they offer them different gratifications (Dolan et al , 2019; Dhir et al , 2017a; Khan, 2017).…”

Section: The Technology Acceptance Of Online Streaming Servicesmentioning

confidence: 99%

Understanding motivations to use online streaming services: integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT)

Camilleri

Falzon

2020

SJME

Self Cite

136

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Purpose The outbreak of the Coronavirus (COVID-19) pandemic and its preventative social distancing measures have led to a dramatic increase in subscriptions to paid streaming services. Online users are increasingly accessing live broadcasts, as well as recorded video content and digital music services through internet and mobile devices. In this context, this study aims to explore the individuals’ uses and gratifications from online streaming technologies during COVID-19. Design/methodology/approach This research has adapted key measures from the “technology acceptance model” (TAM) and from the “uses and gratifications theory” (UGT) to better understand the individuals’ intentions to use online streaming technologies. A structural equations partial least squares’ confirmatory composite approach was used to analyze the gathered data. Findings The individuals’ perceived usefulness and ease of use of online streaming services were significant antecedents of their intentions to use the mentioned technologies. Moreover, this study suggests that the research participants sought emotional gratifications from online streaming technologies, as they allowed them to distract themselves into a better mood and to relax in their leisure time. Evidently, they were using them to satisfy their needs for information and entertainment. Research limitations/implications This study contributes to the academic literature by generating new knowledge about the individuals’ perceptions, motivations and intentions to use online streaming technologies to watch recorded movies, series and live broadcasts. Practical implications The findings imply that there is scope for the providers of online streaming services to improve their customer-centric marketing by refining the quality and content of their recorded programs and through regular interactions with subscribers and personalized recommender systems. Originality/value This study integrates the TAM and UGT frameworks to better understand the effects of the users’ perceptions, ritualized and instrumental motivations on their intentions to continue watching movies, series and broadcasts through online streaming technologies, during COVID-19.

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Section: The Technology Acceptance Of Online Streaming Servicesmentioning

confidence: 99%

Understanding motivations to use online streaming services: integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT)

Camilleri

Falzon

2020

SJME

Self Cite

136

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“…However, data analytics, social media analytics, referrals, website analytics, online campaign, and performance of inbound links, are the major elements that have a significant influence on marketing performance. There are multiple means to drive audiences and customers towards offered services and products, however, banners or display ads, native advertisement, content marketing, social media, and search engine marketing are the most influential means of marketing that play a significant role in the marketing performance (Hajarian, Camilleri, Díaz, & Aedo, 2021;Shankar et al, 2021). However, according to the current study employee engagement is one of the effective ways to increase marketing performance.…”

Section: Employee Engagement and Marketing Performancementioning

confidence: 85%

Service innovation and employee engagement on marketing performance of retail modern trade in Thailand

Kleebbuabarn

Rojanapanich

Sawaengkun

et al. 2022

ijhs

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Groups or chains of businesses prefer modern trade outlets. However, these business chains are affected by various factors that limit their performance. According to the current study, Service innovation and employee management have a significant impact on the marketing performance of retail modern trade in Thailand. Hence, the current study is aimed to determine the role of service innovation and employee engagement on the marketing performance of retail modern tared. It is observed that there is a direct relationship between service innovation, employee engagement, and marketing performance, however, market orientation and consumer service performance mediate the relationship between service innovation, employee engagement, and marketing performance. To obtain the results of the current study, primary data was collected by surveying 370 marketing managers working in various brands, organizations, and companies, in Thailand. Moreover, the collected primary data were analyzed by using statistical software named Partial Least Square (PLS) to achieve the results of the current study. It was concluded that increased value of service innovation and employee engagement results in an increase in the marketing performance of the retail modern trade in Thailand. The current study will help investors, marketing managers, and other brand ambassadors to increase their marketing performance.

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“…Hal ini juga diperkuat oleh data dari hasil survei Asosiasi Penyelenggara Jaringan Internet Indonesia (APJII) di tahun 2019 yaitu 93% trafik pengunjung suatu bisnis online datang melalui mesin pencari dimana 62% datang dari halaman pertama pencarian Google [5]. Salah satu cara dalam untuk mengoptimalkan peluang bisnis online yaitu dengan menerapkan teknik Search Engine Marketing (SEM) ke digital asset yang dimiliki [2] dengan memperhatikan tingkat kompetisi kata kunci tertarget dalam periklanan online pada mesin pencari [13]. Selain itu pemanfaatan pemasaran digital dapat meningkatkan hubungan perusahaan dengan pelanggan mereka [1], [10].…”

Section: Pendahuluanunclassified

Identification Of Keywords That Impact Of Increasing The Click Through Rate Of Online Advertising On Search Engines

Murdiyanto,

Himawan

2022

Telematika

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Purpose: To identify keywords that can be chosen to increase CTR on the website so that the potential revenue of targeted prospects through search engines is higher.Design/methodology/approach: This study applies the weighted product method based on the criteria that will be determined to find the best keyword list.Findings/result: The results of identification by ranking using the weighted product method based on the criteria C1, C2, and C3 resulted in an average increase in CTR of 16.18% to 22.92%. With this increase, business owners can be more efficient in the online advertising process.Originality/value/state of the art: The identification of keywords that can be chosen to increase CTR on a website by ranking using the weighted product method has never been done by previous researchers.

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A Taxonomy of Online Marketing Methods

Cited by 28 publications

References 38 publications

Understanding motivations to use online streaming services: integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT)

Understanding motivations to use online streaming services: integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT)

Service innovation and employee engagement on marketing performance of retail modern trade in Thailand

Identification Of Keywords That Impact Of Increasing The Click Through Rate Of Online Advertising On Search Engines

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