What is the effectiveness of online advertising in Bulgarian forums?
Cardiff Metropolitan University
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The study focuses on assessing the effectiveness of online advertising on forums. The research is conducted among a sample of 111 Bulgarian forum users. The collected survey evidence shows that forums are a plausible advertising medium where companies can achieve significant benefits, such as increased customer communication, brand awareness, loyalty and positive word-of-mouth effect. Moreover, forums can be seen as a cheaper alternative of the traditional advertising tools. The effectiveness of online marketing, however, is subdued by companies' inadequate actions in terms of product-related and customer support posting activities. If marketers conduct a more thorough approach by emphasising on post activities and timely provision of product information updates, the effectiveness of their advertising activities can be significantly increased.
Masters in Business Administration
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