Click-and-Mortar SMEs: Attracting customers to your website

Otero, Eva Lahuerta; Gallego, Pablo Antonio Muñoz; Pratt, Renée M. E.

doi:10.1016/j.bushor.2014.07.006

Cited by 28 publications

(6 citation statements)

References 23 publications

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“…According to our results, DCM types also differ in their impact on behavioral engagement, since UGC can create tighter bonds and greater attachment with customers, favoring stronger links with behavioral engagement. This study adds to recent work on customer engagement [128,129], focusing on one of its dimensions and its impacts on brand defense. These empirical findings also complement existing literature on source credibility theory [26], since DCM types also differ in their degree of credibility.…”

Section: Theoretical Contributionsmentioning

confidence: 97%

Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing

Sawaftah¹,

Aljarah²,

Lahuerta-Otero

2021

Sustainability

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Digital content marketing that increases consumers’ favorable behavior is of increasing interest to marketers. However, there is a lack of studies that examine the relative effect of digital content marketing on brand defense. Building on the theoretical lens of elaboration likelihood model, attachment theory, and source credibility theory, this experimental study examines the relative effect of two types of digital content marketing on brand defense, taking into consideration the mediation effect of behavioral engagement and the moderation effect of age generation. Based on 237 participants collected from a United States sample, the findings of this study revealed that user-generated content is a stronger predictor of brand defense and behavioral engagement compared to firm-generated content. Further, behavioral engagement served as a mediator variable between the digital content marketing types and brand defense. Significant evidence has additionally been found between behavioral engagement and brand defense. Moreover, the findings of the moderation analysis illustrated that Generation Z is the most influenced by user-generated content, followed by Generations X and Y. Generation Y is the most influenced by firm-generated content, followed by Generations Z and X. This study adds empirical relevance to the growing literature of the importance of digital content marketing, behavioral engagement, and generation as well validates the effects of those constructs on brand defense.

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Section: Theoretical Contributionsmentioning

confidence: 97%

Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing

Sawaftah¹,

Aljarah²,

Lahuerta-Otero

2021

Sustainability

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“…For example, tourism entrepreneurs must provide facilities that are trending, such as providing interesting places or spots that can attract visitors where visitors can have interesting selfie photoshoots which can be uploaded on Instagram and look attractive on social media. This is the current trend in the tourism industry in which tourism entrepreneurs must be concern (Wijana & Rohmadi, 2006;Otero et al, 2014). To make visitors feel more comfortable and happy, entrepreneurs can use this technique.…”

Section: Imperative Sentencesmentioning

confidence: 99%

use of imperative sentences in hotels website

et al. 2021

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The use of imperative sentences is very important especially in attracting customers for any business. Especially for the business in the tourism industry how to attract customers is very important. That is why this research is very important to be conducted therefore the people who have I have businesses in the tourism industries know how to attract people using the imperative sentences in their website. The research will divide the imperative sentences into rationalization, identification, giving advice, confirmation, compensation, projection, and a replacement found on the website of the hotels and resorts in the village of Kenderan. It is found out that the hotels and resorts in the Village use these sentences to attract more visitors to stay in their hotel or resort. So it is suggested that the business owner, especially the owner of the hotels and feel like in this village. Keep using imperative sentences on the other website to attract more customers. For example, the technique of rationalization is very useful to attract more customers because the customer feels that they can feel or they image in the situation that they will have if they stay in the resort.

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“…In its findings stated that the market orientation of contributing to the performance through multiple mechanisms that contribute either directly or indirectly, to the relationship through e-marketing. Furthermore, Lahuerta Otero, Muñoz Gallego, & Pratt (2014), offers four guidelines for companies that want to increase the flow of customers to their websites. The first is to improve search engine optimization by linking and re-linking of a company's website to other websites, linking with social media sites (eg Facebook, LinkedIn, Twitter) and include blogs on the site.…”

Section: Integrationcrm In Social Mediamentioning

confidence: 99%

The Integration Paradigm of Social CRM

Sarkum¹

2018

Preprint

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The emergence of social media changing the map of central power with the creation of a customer centric as a new generation of powerful, sophisticated, difficult to influence, induced and maintained. To deal with these changes, Customer Relationship Management assessment metrics to integrate social media and turned into a Social CRM (Customer Relationship Management) as a new paradigm in marketing. To achieve goals and improve company performance required customer involvement in implementing marketing strategies in social media.

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Click-and-Mortar SMEs: Attracting customers to your website

Cited by 28 publications

References 23 publications

Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing

Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing

use of imperative sentences in hotels website

The Integration Paradigm of Social CRM

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