nep-mkt New Economics Papers
on Marketing
Issue of 2018‒09‒24
four papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Impact of On-Page HTML elements on SEO Rankings By Bharati Wukkadada; Davendranath Jha; Chaitanya Patel
  2. The Role of Trust in Explaining Food Choice: Combining Choice Experiments and Attribute Best Worst Scaling By Yeh, C.-H.; Hartmann, M.; Langen, N.
  3. Managing digital marketing strategies in emerging markets: The case of China By Francesca Checchinato; Lala Hu
  4. The relationship between marketing mix and buying decision process on the online shopping in Thailand By Songporn Hansanti; Daoroong Aiyadech; Wilawan Somsuk

  1. By: Bharati Wukkadada (K.J. Somaiya Institute of Management studies & Research); Davendranath Jha (K.J. Somaiya Institute of Management studies & Research); Chaitanya Patel (K.J. Somaiya Institute of Management studies & Research)
    Abstract: The digital statics of Indian economy has impressive trends since last few years. With 62 million internet users and the penetration of 34.8%, there has been lot of development in computer hardware and internet space. This development has helped India to resolve the problems like unavailability of reasonable and faster internet access. As the customer base of smart phones is increasing rapidly, the manufacturers have been able to manufacture high quality smart phones in lesser price. With the growing growth shown by the mobile operators and Service providers ? Digital Marketing is fast coming up as an impressive way for direct marketing to the potential customer.This paper targets to catch the most preferred element to be inserted onto the On-page SEO elements, which impact the User behavior. The paper also aims to uncover the demographic profile, related facts and preferences of the customer and the on-page elements they prefer so as the search engine optimization (SEO) strategy can be formulated on the results. Beside with these objectives the study attempts to apprehend the impact of digital on-page HTML elements on the search engine optimization (SEO). Primary data has been collected with the help of Google Analytics and the User behavior before and after the implementation has been observed and then its impact on the SEO has been studied. For analysis data, Regression statistics has been used. Finally the findings are presented in a summarized manner for understanding the impact of the HTML element tags.
    Keywords: on-page SEO, off-page SEO, HTML, Google analytics, Hypothesis, Social Media Marketing
    Date: 2018–06
  2. By: Yeh, C.-H.; Hartmann, M.; Langen, N.
    Abstract: This paper presents empirical findings from a combination of two elicitation techniques: discrete choice experiment (DCE) and best-worst scaling (BWS) to provide information about the role of consumers’ trust in food choice decisions in the case of credence attributes. The analysis is carried out at the example of Taiwan and focuses on sweet red peppers. DCE data is examined using latent class analysis to investigate the importance and the utility different consumer segments attach to process attributes and their respective levels: production method, country of origin and chemical residual testing. The relevance of attitudinal and trust based items is analyzed by BWS using hierarchical Bayesian mixed logit model. Applying multinomial logit model participant’s latent class membership (obtained from DCE data) is regressed on the identified attitudinal and trust components considering, in addition, demographic information. The analysis is based on a sample of 459 Taiwanese consumers. Results of the DCE latent class analysis for the product attributes show that four distinct segments can be distinguished. Linking the DCE with the attitudinal dimensions reveals that consumers’ attitude and trust significantly explains class membership. Hence, consumers’ food purchase behavior is determined by consumers’ trust in products from respective counties products, labels, and institutions.
    Keywords: Agricultural and Food Policy, Food Consumption/Nutrition/Food Safety
    Date: 2018–07
  3. By: Francesca Checchinato (Dept. of Management, Università Ca' Foscari Venice); Lala Hu (Dept. of Management, Università Ca' Foscari Venice)
    Abstract: Since Internet has been seen as global, few studies have examined the influence of the context in the digital marketing strategies. This paper wants to contribute on the debate about standardization-adaptation, focusing on the digital strategies, defining how companies adapt them to the Chinese market identifying the drivers that call for this adaptation. China is selected because it is a contradictory market: more advanced than the Western one but also with many restrictions. We carry out a qualitative research based on interviews with nine key informants operating in the digital Chinese market with different roles. Our findings suggest that there are drivers that force companies to create an online presence and drivers that impact the digital localization. The main adaptations concern international distribution strategy and communication related to contents and media as well as organization.
    Keywords: China, digital marketing, e-commerce, internationalization, Internet.
    JEL: M31
    Date: 2018–09
  4. By: Songporn Hansanti (Department of Marketing, Kasetsart University); Daoroong Aiyadech (Department of Marketing, Kasetsart University); Wilawan Somsuk (The Young Executive M.B.A. Program, Kasetsart University)
    Abstract: The objectives of this study were 1) to study the buying decision process of the consumers on Central Online Shopping website, 2) to study the personal factors influencing the priority of consumers? buying decision process on Central Online Shopping website, 3) to study the relationship between marketing mix and buying decision process on Central Online Shopping website. The study found that the majority of samples were female, age between 25-30 years old, single status, education with graduated bachelor degree and work as the employees in private company with the average income per month Less than or equal to 40,000 baht. Moreover, different occupations were influencing the priority of consumers? buying decision process on Central Online Shopping website. The marketing mix had positive relationship with the buying decision process.
    Keywords: Marketing mix, online shopping, Thailand
    JEL: M31
    Date: 2018–06

This nep-mkt issue is ©2018 by Marco Novarese. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
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NEP’s infrastructure is sponsored by the School of Economics and Finance of Massey University in New Zealand.