Audit of a Buyer’s Selective Attention in the Online Environment

Kód výsledku v 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>

Výsledek na webu

<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

—

Jazyk výsledku

angličtina

Název v původním jazyce

Audit of a Buyer’s Selective Attention in the Online Environment

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Audit of a Buyer’s Selective Attention in the Online Environment

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2017

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

MARKETING IDENTITY: Online rules – part II.

ISBN

9788081059186

ISSN

1339-5726

e-ISSN

—

Počet stran výsledku

10

Strana od-do

126-135

Název nakladatele

UCM v Trnave

Místo vydání

Trnava

Místo konání akce

Slovenská akademie věd, Smolenice, Slovensko

Datum konání akce

8. 11. 2017

Typ akce podle státní příslušnosti

CST - Celostátní akce

Kód UT WoS článku

000461539700012