Digitalisation as a Prerequisite for the Groundswell Concept Encouraging the Optimisation of Investments in Online Advertising Using an Audit Approach
Adam Madleňák,
Václav Kupec,
Vladimíra Hladíková
et al.
Abstract:In an environment of hypercompetition, Industry 4.0 and the impact of the social trend called groundswell on corporate communication mediated through social media, online advertising is critical to enterprise marketing. Moreover, the COVID-19 pandemic has accelerated the transformation from classical advertising to digital. The Controlling/Audit approach could serve as a tool for optimising online advertising performance. The paper analyses a sample of online advertisements (n=248,812) and the finding of this … Show more
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