Digital analytics approach to understanding short video advertising in digital marketing

IF 4.4 Q2 BUSINESS

Journal of Marketing Theory and Practice Pub Date : 2022-04-25 DOI:10.1080/10696679.2022.2056487

P. Addo, Samuel Kofi Akpatsa, Philip Nukpe, Asare Andy Ohemeng, N. B. Kulbo

引用次数: 7

Abstract

ABSTRACT This study relied on datasets from global B2C and C2C to investigate the relationship between short video advertising (SV), customer satisfaction, price, quality signals, and sales in digital marketing. Using the web-scraping mining technique, the results from over twenty-three thousand online shops indicate that logistics service quality overrides the relevance of location in digital marketing. SV directly impacts sales and increases the shops’ dynamic scores, including quality of service and customer satisfaction. We identified actual online data to justify why SV adoption is essential in digital marketing and recommend logistic service quality and price fairness to improve sales in e-commerce.

查看原文本刊更多论文

理解数字营销中短视频广告的数字分析方法

摘要本研究基于全球B2C和C2C的数据集，研究了数字营销中短视频广告（SV）、客户满意度、价格、质量信号和销售额之间的关系。使用网络抓取挖掘技术，来自两万多家网店的结果表明，在数字营销中，物流服务质量凌驾于位置的相关性之上。SV直接影响销售并提高商店的动态得分，包括服务质量和客户满意度。我们确定了实际的在线数据，以证明为什么SV的采用在数字营销中至关重要，并建议物流服务质量和价格公平，以提高电子商务中的销售。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.