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dc.contributor.authorAngelova, Diana
dc.date.accessioned2015-02-09T11:22:33Z
dc.date.available2015-02-09T11:22:33Z
dc.date.issued2014
dc.identifier.urihttp://hdl.handle.net/10369/6595
dc.descriptionMasters in Business Administrationen_US
dc.description.abstractThe 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.en_US
dc.language.isoenen_US
dc.publisherCardiff Metropolitan Universityen_US
dc.subjectbusiness administrationen_US
dc.subjectInternational University College (IUC), Bulgariaen_US
dc.titleWhat is the effectiveness of online advertising in Bulgarian forums?en_US
dc.typeThesisen_US


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