What is the effectiveness of online advertising in Bulgarian forums?
Cardiff Metropolitan University
MetadataDangos cofnod eitem llawn
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
Yn dangos eitemau sy’n perthyn drwy deitl, awdur, pwnc a chrynodeb.
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