Search-centric approach to sustainability of academic marketing

Miklošík, Andrej

doi:10.21003/ea.v156-0021

Cited by 3 publications

(2 citation statements)

References 5 publications

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“…Ensuring proper search visibility of content published on websites is a cornerstone of marketing communication activities [69,70]. The search for information has been identified as an important element of the customer journey [71–74].…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Communicating knowledge-focus through websites of higher education institutions

Miklošík

Evans

Hlavaty

2021

Journal of Information Science

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Although higher education institutions (HEIs) are expected to be the leaders in knowledge generation and dissemination, it is often not clear whether they are knowledge-aware, that is, have a knowledge focus. In this article, the communication with stakeholders through HEI websites is examined to determine to what extent these institutions communicate about their knowledge initiatives and projects. This is done through an investigative study involving all HEIs and their faculties in Slovakia. Using content analysis, the study examines whether the publicly available resources on HEIs’ websites contain knowledge-related keywords, indicating the existence of a knowledge-focus. The results reveal that the websites of some HEIs contain hundreds of these resources, whereas others have none. Statistical evidence confirms that the intensity of communication about knowledge terms increases with the age and size of the HEI and is also dependent on the type of HEI (public, private state, foreign). Other dependencies between the examined factors have also been revealed, for example, HEIs that rank higher in Webometrics indicators are more intensive in their knowledge communications.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Communicating knowledge-focus through websites of higher education institutions

Miklošík

Evans

Hlavaty

2021

Journal of Information Science

Self Cite

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“…The website of a product or company should be displayed in top positions in online searches for the keywords that the consumer enters in a search engine. This principle of search visibility being the centre of modern marketing, connecting different communication channels in time and directly affecting its long-term sustainability, has been designated as search-centric marketing (Miklosik, 2016).…”

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confidence: 99%

The Future of TV Advertising Targeting Young Slovak Consumers

Miklošík

Štarchoň

Vokounová

et al. 2020

MMI

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The consumer preferences and behavior should be considered with the purpose to implement marketing strategies in today's world successfully. It is crucial to understand how consumers find information and how the consumer decision-making process develops in time. Therefore, for advertisers, considering the behavior of their target audience is of paramount importance. Integrated marketing communication programs reflect the way online search and traditional and new media, such as smartphones, TV, and social media, influence consumer decision-making. Young consumers, often referred to as generations Y and Z, are very different from previous generations in terms of multimedia content consumption and their perception of television advertising. This paper aims at providing insights into this behavior, including actions that follow-up as a response to television advertising. Results of a quantitative study performed on a sample of 135 university students from Slovakia using a six-component behavior explanation model. The results reveal that it still can be beneficial to include television advertisements in the communication mix aimed at these young consumers. The investments in TV advertising campaigns could pay off. The advertisers and their agencies should respect the role of high search visibility in this process. In this case, the messages contained in TV advertisements have the potential to influence the purchasing behavior of young consumers. Thanks to achieving top ranking for the relevant brand, product, and campaign-related keywords, communication campaigns can become truly integrated. Thus, the component of search visibility directly influences the efficiency of marketing communication, contributing to enhanced business performance. Suggestions towards the optimization of the delivery of communication campaigns featuring TV advertising should target these consumers are presented based on the generated knowledge about their attitude towards and consumption of TV ads and subsequent behaviors. Keywords: consumer behavior, information research, integrated marketing communication, search visibility, television advertising, Slovakia.

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Integrated marketing communication through digital channels in context of Generation Z in Slovakia

Drábik,

Škerlíková,

Ožvoldová

et al. 2023

Media &Amp; Marketing Identity

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Generation Z represents a significant part of today’s society and therefore understanding their buying behavior is a key point of companies’ marketing strategies. The main objective of this paper is to investigate selected aspects of Generation Z’s behavior in the online environment as well as to explore the differences in this behavior due to gender. Based on descriptive and inductive statistics, it was possible to identify important factors of Generation Z’s purchasing behavior as well as their perception of the benefits of online shopping itself. An important outcome is also the design of a Generation Z customer journey map that describes the customer journey of their online purchase. The study deepens previous research on the application of the models to a selected segment of customers and at the same time, its limitations create scope for exploring intergenerational differences in consumer behavior in both online and offline environment.

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Search-centric approach to sustainability of academic marketing

Cited by 3 publications

References 5 publications

Communicating knowledge-focus through websites of higher education institutions

Communicating knowledge-focus through websites of higher education institutions

The Future of TV Advertising Targeting Young Slovak Consumers

Integrated marketing communication through digital channels in context of Generation Z in Slovakia

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