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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

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

  • Czech description

Classification

  • Type

    D - Article in proceedings

  • CEP classification

  • OECD FORD branch

    50204 - Business and management

Result continuities

  • Project

  • 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

  • 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