Brand Attitudes and Search Engine Queries

Dotson, Jeffrey P.; Fan, Ruixue Rachel; Feit, Elea McDonnell; Oldham, Jeffrey D.; Yeh, Yi-Hsin

doi:10.1016/j.intmar.2016.10.002

Cited by 41 publications

(25 citation statements)

References 26 publications

(45 reference statements)

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“…e improvement in communication as a result of a correct interpretation of these analyses is not confirmed in this study. However, we find that the results have been highly positive and confirm interest in these analyses, as in previous studies [27,69,70]. erefore, obtaining better results does not confirm the existence of a causal relationship between advertising and more conversions in mobile applications powered by linked data.…”

Section: Discussionsupporting

confidence: 68%

The Influence of Social Networks on the Development of Recruitment Actions that Favor User Interface Design and Conversions in Mobile Applications Powered by Linked Data

Palos-Sánchez

Saura

Debasa

2018

Mobile Information Systems

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is study analyzes the most important influence factors in the literature, which have the greatest influence on the conversions obtained in a mobile application powered by linked data. With the study of user interface design and a small user survey (n � 101,053), we studied the influence of social networks, advertising, and promotional and recruitment actions in conversions for mobile applications powered by linked data. e analysis of the users' behavior and their application in the design of the actions to promote and capture constitutes an important part of the current theories of digital marketing. However, this study shows that its results may be contradictory and depend on other factors and circumstances when mobile applications powered by linked data are considered. e predictive value, reached by the developed model, may be useful for professionals and researchers in the field of digital marketing and the user interface design in mobile applications powered by linked data.

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Section: Discussionsupporting

confidence: 68%

The Influence of Social Networks on the Development of Recruitment Actions that Favor User Interface Design and Conversions in Mobile Applications Powered by Linked Data

Palos-Sánchez

Saura

Debasa

2018

Mobile Information Systems

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“…Branding studies affirm that positive attitude towards a brand leads to greater likelihood of searching for the brand, especially on the web [46]. Again, it is proven that brands which offer good experiences positively influence behavioral intentions, and result in positive attitude towards the brand [47].…”

Section: Brand Attitudementioning

confidence: 96%

Effects of Waste Management Customer Online Value Co-Creation on Sanitation Attitude and Advocacy: A Customer-Enterprise Dyadic Perspective

2018

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Abstract:The study aims at establishing the benefits of actively utilizing the intangible resources of solid waste management customers in designing and implementing solid waste collection services, using the social media platforms. While Ghana generates high volumes of solid waste on a daily basis, less than half of it is effectively collected and disposed of. This calls for the adoption of innovative strategies to better connect and serve customers. Adopting a marketing approach to solid waste management has not been given much needed attention in Ghana and Africa, and this research sought to contribute in that direction. There is high usage of mobile telephony services in Ghana which a waste firm can explore to change negative attitude to waste disposal by the populace. Online co-creation is seen as a modern marketing approach leading to behavioral change in consumers. In this regard, the study looked at customer online co-creation in the solid waste collection sector in Ghana. The study adopted the survey strategy using structured questionnaire as the measure instrument, and data analyzed using both the structural equation model (SEM) and hierarchical multiple regression. The key findings are that customer intangible resources (online experience and skills) can be tapped by waste firms to co-create services that would generate positive attitude towards sanitation issues and the willingness to advocate the services and programs of the firm. Similarly, waste firms must invest in well-functioning and information rich digital platforms, and to devise innovative strategies to direct traffic to these platforms for effective customer participation.

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“…This variable has been investigated in several studies on the Internet where the UTAUT model has been applied [41,58]. Therefore, we can structure the hypotheses in the following way: Hypothesis 2.…”

Section: Variables and Hypotheses Developmentmentioning

confidence: 99%

“…Other authors also formulate these hypotheses in similar studies on the behavior and actions of a user with Internet search engines [57,58].…”

Section: Hypothesismentioning

confidence: 99%

The Effect of Internet Searches on Afforestation: The Case of a Green Search Engine

Palos-Sánchez

Saura

2018

Forests

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Abstract:Ecosia is an Internet search engine that plants trees with the income obtained from advertising. This study explored the factors that affect the adoption of Ecosia.org from the perspective of technology adoption and trust. This was done by using the Unified Theory of Acceptance and Use of Technology (UTAUT2) and then analyzing the results with PLS-SEM (Partial Least Squares-Structural Equation Modeling). Subsequently, a survey was conducted with a structured questionnaire on search engines, which yielded the following results: (1) the idea of a company helping to mitigate the effects of climate change by planting trees is well received by Internet users. However, few people accept the idea of changing their habits from using traditional search engines; (2) Ecosia is a search engine believed to have higher compatibility rates, and needing less hardware resources, and (3) ecological marketing is an appropriate and future strategy that can increase the intention to use a technological product. Based on the results obtained, this study shows that a search engine or other service provided by the Internet, which can be audited (visits, searches, files, etc.), can also contribute to curb the effects of deforestation and climate change. In addition, companies, and especially technological start-ups, are advised to take into account that users feel better using these tools. Finally, this study urges foundations and non-governmental organizations to fight against the effects of deforestation by supporting these initiatives. The study also urges companies to support technological services, and follow the behavior of Ecosia.org in order to positively influence user satisfaction by using ecological marketing strategies.

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Brand Attitudes and Search Engine Queries

Cited by 41 publications

References 26 publications

The Influence of Social Networks on the Development of Recruitment Actions that Favor User Interface Design and Conversions in Mobile Applications Powered by Linked Data

The Influence of Social Networks on the Development of Recruitment Actions that Favor User Interface Design and Conversions in Mobile Applications Powered by Linked Data

Effects of Waste Management Customer Online Value Co-Creation on Sanitation Attitude and Advocacy: A Customer-Enterprise Dyadic Perspective

The Effect of Internet Searches on Afforestation: The Case of a Green Search Engine

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