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Evaluating the Business and Owner Characteristics Influencing the Adoption of Online Advertising Strategies in the Green Industry

机译:评估影响绿色产业在线广告策略的业务及所有者特征

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摘要

As more individuals use the Internet for business and leisure, the opportunities for firms to promote products and services and to communicate with consumers online increases. The objective of this study was to investigate green industry managerial decisions to engage in online advertising and how much to invest while determining the main drivers contributing to these decisions. A double hurdle model analyses of 1735 responses to the 2014 National Green Industry Survey, which gathered information on business practices, showed >40% of green industry business invested in online advertising. Typically, businesses investing in online advertising spent more than 43% of all advertising expenditures in online methods, including websites, social media, and newsletters. Furthermore, the decision to engage in online advertising was driven by the percentage of wholesale and contract sales, market access, firm size, product mix, and business owners' perceptions. Results also showed that the amount of dollars invested in online advertising depended on firm size, tools used to find customers, location, and business owners' perceptions. Our findings can help extension personnel and policymakers with the design and deliver social media training and educational events. Our findings can also help green industry businesses understand the two-step nature of the decision to invest in online advertising.
机译:随着更多个人使用互联网进行商业和休闲,企业推广产品和服务的机会并与消费者在线增加。本研究的目的是调查绿色产业管理决策,从事在线广告以及在确定促成这些决定的主要司机的同时投资多少投资。对2014年全国绿色产业调查的双障碍模型分析,其中包括商业惯例信息,显示> 40%的绿色工业商业投资在线广告。通常,投资在线广告的企业在线方法中花费了超过43%的广告支出,包括网站,社交媒体和通讯。此外,参与在线广告的决定是由批发和合同销售,市场准入,公司规模,产品组合和企业主人的看法的百分比驱动。结果还表明,投资于在线广告的美元量取决于坚定的规模,用于寻找客户,地点和企业主人的看法的工具。我们的调查结果可以帮助扩展人员和政策制定者,并提供社交媒体培训和教育活动。我们的研究结果还可以帮助绿色产业企业了解投资在线广告的决定的两步性。

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