The Impact of Interactivity on Advertising Effectiveness of Corporate Websites: A Mediated Moderation Model

Fahmy, May M.; Ghoneim, Ahmed Farouk

doi:10.5539/ijms.v8n5p41

Cited by 8 publications

(9 citation statements)

References 58 publications

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“…Inserting the input and output characteristics of selected forms of online marketing communication, including their numerical data, relates to the calculation of ROI for individual selected forms of online marketing communication overall. Column A (ROI calculation) lists the names of input and output characteristics, which were selected on the basis of several professional foreign studies dealing with the issue of online marketing communication effectiveness [30,43,46,47,50,56,59,76]. In addition, in the column B, the user can identify the specific input and output characteristics of the forms of online marketing communication.…”

Section: Methodology Of Implementing Roi For the Effectiveness Evaluamentioning

confidence: 99%

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The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment

et al. 2019

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Online marketing communication covers a wide area and thus promotes an extensive reach of advertising to a broad audience. Hotels can achieve certain goals through online communication, mainly an increase of hotel awareness; an improvement of their image; and an increase in the level of customer satisfaction and trust, or brand loyalty. Measurement of the effectiveness of communication tools in the online environment is still a challenge, whether in the academic world or in the business world, mainly due to the complexity of this process. The main objective of this paper is to propose a methodology for implementing an indicator suitable for the evaluation of the effectiveness of online communication activities in the Slovak hotel industry. It uses analysis of the current usage of online marketing communication activities from the perspective of hotel service providers. The methodology should be applicable to support decision-making and actively support the sustainable development of hotels. In order to achieve the objective of the paper, the authors conducted a marketing survey focused on online marketing communication by Slovakian hotels to determine their use and to map the current state or methods of evaluating their effectiveness. Results of the research suggest that hotels in Slovakia perceive evaluating marketing communications online as being important, regardless of the size, length of operation, budget, and class of the hotel. They prefer financial metrics because they are a de facto manifestation of the traditional approach towards investment evaluation. The results also showed that return on investment is the most common metric for evaluating the investments of online communication activities, and that respondents expressed the highest level of confidence in this metric as well. In line with the results, we have proposed return on investment (ROI) as the most appropriate metric applicable in evaluation of the effectiveness of online communication tools.

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Section: Methodology Of Implementing Roi For the Effectiveness Evaluamentioning

confidence: 99%

“…The use of Internet technologies in marketing communication is gaining in importance [49]. It is also a fact that the most revenues are generated through online marketing communications by using personalization, multimedia integration, and real-time interactions [50][51][52].…”

Section: Effectiveness and Evaluation Of Marketing Communication In Tmentioning

confidence: 99%

The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment

et al. 2019

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“…Next, Ferreira and Zambaldi (2019) found that consumer interaction is highly correlated with corporate reputation, and it also mediates the relationship between brand involvement and enterprises. Moreover, Fahmy and Ghoneim's (2016) study showed that interaction mediates the relationship between the effectiveness of social media advertising and consumers' purchase intention in the automobile industry. Based on the above discussion, this study hypothesized that: H7: Interactivity mediates the relationship between social media content and consumers' repurchase intention.…”

Section: Mediating Effect Of Interactivitymentioning

confidence: 99%

Bridging social media content and re-purchasing behavior: The mediation role of interactivity and e-WOM

Yu¹,

Chan²,

Zolkepli³

2023

10.5267/j.ijdns

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Web 2.0 has changed the way consumers access information. This study aims to investigate the relationship between social media (Watsons’ Facebook page) content and consumers repurchase intention. In addition, it determined whether E-WOM and interactivity can act as the mediating variables between the social media content and repurchase decision. The data were collected through online and offline questionnaires. A total of 146 valid questionnaires were obtained and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) through the SMART-PLS 3.3.9 software. The findings support the direct effect of social media content on E-WOM, interactivity, and repurchase intention. Moreover, the results confirmed the mediating role of interactivity between social media content and repurchase intention, however, E-WOM does not mediate between social media content and repurchase intention. The present study suggests some managerial implications for beauty brand retailers and provides fundamental strategies related to their social media.

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“…Even when significant relationship has been found to exist between Interactive Marketing Practices (IMP) and market performance suggested by social exchange theory, network theory and advertisement effect perspectives, evidences in the empirical strategic communication literature show results that are conflicting (Fahmy & Ghoneim, 2016;Aslam et al 2015, Kim et al, 2012Dushyenthan, 2012). For example, Ajina (2019) studied IMP in the private hospital sector in Saudi Arabia, using a sample of 400 and found a positive association.…”

Section: Empirical Reviewmentioning

confidence: 99%

“…Relatedly, Fahmy and Ghoneim, (2016) using 838 samples observed an insignificant effect of IMP on market performance for companies operating in Egypt. Fahmy et al, (2016) advance interactivity theory, explaining how same media stimulus may have differential effects on different users basing on individual differences such as age. Additionally, O' Keefe (2003) has shown that the persuasion effects of IMP hold only if we ignore biological differences of individuals and assume them to be the same across time and geography otherwise in certain situations people exposed to same media features may not experience similar cognitive effects (they may be thought-provoked differently).…”

Section: Empirical Reviewmentioning

confidence: 99%

Relevance of Interactive Marketing Practices for Enhancing Market Performance: The Case of Soft Drink Manufacturing Enterprises in Kigali City

Nimusima¹,

Kamukama²,

Kalibwani³

et al. 2022

AJC

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Purpose: The digital environment today has presented a great challenge for companies, locally and internationally on how they can leverage interactive marketing practices to maintain a warm relationship with their clients. The endless shifts in the customer journey map have made it, not only hard to manage customer experience, but also become more unpredictable. In due course, the imperative of complying with technology forces, to leverage customer patronage has put marketers to the task. The objective of the study was to establish the effect of interactive marketing practices on market performance of soft drink enterprises in Kigali City. Methodology: The study implemented a two-phase methodology that converged quantitative and qualitative methods to collect data. Simple random sampling technique was used to select 322 enterprises producing soft drinks in Kigali City which were later investigated using a self-report questionnaire and interview guide. To reduce the effect of the methods, the study collected evidence from both primary and secondary sources. Based on the response rate of 78%, the study carried out a validity and reliability check on 253 responses and used Pearson correlations and AMOS for analysis. Findings: The study established a positive and significant relationships between interactive marketing practices and market performance (r=.267, p<.01). 6.7% variations in market performance (Adjusted R Square=.067) was explained by interactive marketing practices. This finding shows that interactive marketing practices are relevant for soft drink firms in the region. Recommendation: On the basis of confirmed relationships, the study recommends that firms disseminate their marketing information using interactive marketing practices, since they cater for individual customer information needs and have multiplier effect on their purchase behaviour. Whereas the mixed conceptual ambiguities that still exist in literature could have affected the conceptualization and therefore results, this study also merely tested direct relationships, future studies may seek to test mechanisms through which specific Interactive Marketing Practices influence performance in a none soft drink sector.

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The Impact of Interactivity on Advertising Effectiveness of Corporate Websites: A Mediated Moderation Model

Cited by 8 publications

References 58 publications

The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment

The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment

Bridging social media content and re-purchasing behavior: The mediation role of interactivity and e-WOM

Relevance of Interactive Marketing Practices for Enhancing Market Performance: The Case of Soft Drink Manufacturing Enterprises in Kigali City

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