Audit of a Buyer’s Selective Attention in the Online Environment
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F17%3A%230000433" target="_blank" >RIV/04274644:_____/17:#0000433 - isvavai.cz</a>
Result on the web
<a href="https://fmk.sk/download/konferencie/online-rules-II.pdf" target="_blank" >https://fmk.sk/download/konferencie/online-rules-II.pdf</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Audit of a Buyer’s Selective Attention in the Online Environment
Original language description
Human attention and selective approaches to communication sharing vary depending on the development of society, science and technology. This is especially the case in a fast online environment, especially in marketing communication between the seller and the buyer. According to the current state of knowledge, the seller only has a limited time to reach out to the buyer and it is therefore desirable for the seller to retain the buyer's full attention. The purpose of the contribution is therefore to audit the selective buyer’s attention in an online environment that verifies whether the attention of one recipient divides multiple senders of marketing communication. It can hypothetically be assumed that the buyer’s attention can be divided if today's buyers are exposed to online communication from multiple sellers at once. The proposed audit thus verifies the distribution of marketing content to recipients who are exposed to several marketing contents at the same time. The task was performed by audit testing of the Generation Z sample, which is currently most mobile in the online environment. The test results, however, do not confirm the constructed hypothesis, since there is no selective focus among respondents who are exposed to several marketing contents at the same time, which can be used to further determine marketing strategies.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
MARKETING IDENTITY: Online rules – part II.
ISBN
9788081059186
ISSN
1339-5726
e-ISSN
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Number of pages
10
Pages from-to
126-135
Publisher name
UCM v Trnave
Place of publication
Trnava
Event location
Slovenská akademie věd, Smolenice, Slovensko
Event date
Nov 8, 2017
Type of event by nationality
CST - Celostátní akce
UT code for WoS article
000461539700012