Consumers´ Perception of Digital Marketing Tools
Consumers´ Perception of Digital Marketing Tools
Author(s): Zdenka Musová, Eva PoliačikováSubject(s): Cognitive Psychology, Methodology and research technology, Social Informatics, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Company; Consumer; Digital Marketing; Internet; Slovakia; Questionnaire Survey;
Summary/Abstract: Modern digital marketing tools are an integral part of communication mix of successful companies. Position of communication in online environment shows increasing importance. In this context the aim of the paper is to examine digital marketing tools and to present the selected results of research, which focused on this subject. Secondary data analysis is completed by the partial results of questionnaire surveys from April 2018, which have been conducted on the research samples of 200 consumers and 100 companies in Slovakia. Consumers´ perception and companies´ perception of digital marketing tools were confronted. Digital marketing tools affecting consumer buying behaviour was also the subject of the examination.
Journal: Marketing Identity
- Issue Year: 6/2018
- Issue No: 1/1
- Page Range: 430-440
- Page Count: 11
- Language: English