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... search was then made for the keywords digital marketing, activating the elaboration of the report for the keywords in question which, once completed, presents the results of the SERP analysis on the keywords search in Google Portugal. As for the data concerning the published contents, the "Contents" functionality was opened in the Best Content Platform (see Figure 1) and it was searched for the same keywords used previously. To make the results more precise, the search was filtered so that the contents presented had the keywords in the body of the article and had been published only in the last year. ...
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... search was then made for the keywords digital marketing, activating the elaboration of the report for the keywords in question which, once completed, presents the results of the SERP analysis on the keywords search in Google Portugal. As for the data concerning the published contents, the "Contents" functionality was opened in the Best Content Platform (see Figure 1) and it was searched for the same keywords used previously. To make the results more precise, the search was filtered so that the contents presented had the keywords in the body of the article and had been published only in the last year. ...
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Online purchase intention is driven by motives, therefore it is vital for marketers to study and understand them so that they can adopt marketing strategies that will ultimately lead to increased sales. Studies on antecedents of online purchase intention have been conducted with varying results that are inconsistent; indeed, an obvious need exists...
Citations
... The process entails collecting and organising data, developing a typology or coding scheme and systematically analysing the data to uncover recurring themes or patterns. Content analysis provides valuable insights into diverse phenomena; however, ensuring validity and reliability is crucial to ensure accurate and meaningful results (Tunison, 2023;Costa et al., 2021;Kleinheksel et al., 2020;Schweizer, 2019). ...
Housing development is a high-risk, multifaceted and cross-subsidies business. Therefore, it is essential to thoroughly evaluate its viability through comprehensive feasibility studies. It is imperative to carry out meticulous investment appraisals, specifically in the realm of Malaysian housing developments, known for their substantial regulatory expenses that consequently elevate housing costs. Thus, this study aims to demonstrate the development of the transaction cost economics (TCE) framework recommended to unbundle the hidden cost components within the housing development processes. TCE adoption is useful to coordinate and optimise the economic activities within these processes. To overcome the shortcomings of TCE, the RIBA Plan of Work 2013 stages and key tasks are integrated with the housing development stages, processes and cost components to determine the essential economic activities, highlighting the corresponding parties, processes and costs. The TCE framework is established by experts from various sectors, including government agencies, local authorities, professionals and developers. This is achieved through the use of sequential explanatory mixed methods, which are employed to handle the diverse variables and aspects that hinder the nature of the research. Initially, a literature review identified 26 anticipated TCE components. However, data gathering revealed a total of 38 TCE components. The openended questionnaire and semi-structured interview were analysed and triangulated using frequency analysis, content validity ratio analysis and content analysis to ensure all necessary elements were included and unnecessary items removed. Eventually, the findings are applied in the development of the proposed TCE framework for Malaysian housing development. This framework outlines the necessary economic activities along with their associated development costs and TCE categorisation. It can be used to accurately prepare feasibility studies. To conclude, the research outcome improves the efficiency of economic transactions in Malaysian housing development by identifying and organising the various cost components involved, allowing for the optimisation of transaction costs and increased transparency of housing development expenses.
... Nowadays, it is increasingly important to develop tools that keep up with digital transformations and user requirements, which are changing faster and more drastically (Costa et al., 2021;Rodrigues et al., 2021). Besides usability as a primary objective, software developers have offered e-learning tools with well-defined pedagogical strategies and integrated training for students and lecturers, state-of-the-art technologies aligned with user expectations, continuous performance evaluation for students and the learning platform, various support to students and, finally, the pleasant design and appearance of the tools (Eneterio et al., 2020;Ayu, 2020). ...
This study aims to assess the lecturers’ opinions about the use of e-learning tools to support distance and blended learning in higher education in Portugal, evidently reinforced by the COVID-19 pandemic. This research was based on a qualitative methodology, specifically, a focus group with professors from five higher education institutions from different geographical areas in Portugal. The obtained results were analysed along four main dimensions: (1) the level of knowledge of e-learning tools, (2) the reasons for using or (3) not using them, and, finally, (4) the opinion of lecturers on the student assessment process using these tools. The results showed that in addition to the concerns with smooth running classes and the appropriate delivery of the syllabus, the lecturers considered the transition to the e-learning context to have been easy. They noted a high level of literacy in the used tools, believed in the continued use of e-learning in the post-pandemic context, indicated several advantages for those involved in the e-learning context and a majority of limitations related to the time required for the adoption of more tools; and, finally, underlined the student assessment issue, which was pointed out as the most sensitive topic in the whole e-learning context. The study informed on the lecturers’ perspective on e-learning and the used tools and provided insight into their perceived usefulness and benefits for lecturers and students. An especially strong concern was verified on the part of lecturers to optimise e-learning tools to provide better knowledge delivery to students.
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Ця книга була написана, щоб пояснити основні принципи та теорії у сфері розвитку електронного маркетингу та визначити елементи комплексу електронного маркетингу.Особлива увага приділяється використанню відповідних наукових методів, щоб йти в ногу з цифровою трансформацією та використанням інноваційних Інтернет-технологій, а також пролити світло на електронний бізнес та його основні принципи.
Висвітлено моделі та основні структури електронної комерції, стратегії електронного маркетингу та їх переваги та недоліки. Підкреслюються переваги електронного маркетингу та способи проектування та розробки веб-сайтів і вдосконалення пошукових систем.
Сподіваємося, що наукові результати цієї книги будуть корисними для студентів університетів, аспірантів, навчальних закладів та бізнесменів.
Ця книга має стати довідником для вивчення теоретичних основ принципів електронного маркетингу.
Эта книга была написана для объяснения основных принципов и теорий в области развития электронного маркетинга и определения элементов комплекса электронного маркетинга. Особое внимание уделяется использованию соответствующих научных методов, чтобы идти в ногу с цифровой трансформацией и использованием инновационных интернет-технологий, а также пролить свет на электронный бизнес и его основные принципы. Освещаются модели и основные структуры электронной коммерции, стратегии электронного маркетинга и их преимущества и недостатки. Подчеркиваются преимущества электронного маркетинга и способы проектирования и разработки веб-сайтов, и улучшения поисковых систем.
Мы надеемся, что студенты университетов, аспиранты, учебные заведения и бизнесмены получат пользу от научных результатов этой книги. Эта книга должна стать настольной книгой для изучения теоретических основ принципов электронного маркетинга.
جاء تأليف هذا الكتاب بهدف شرح المبادئ والنظريات الأساسية في مجال تطور التسويق الإلكتروني وتحديد عناصر المزيج التسويقي الإلكنروني، مع التركيز على استخدام الأساليب العلمية المناسبة لمواكبة التحول الرقمي واستخدام تقنيات الإنترنت المبتكرة، إضافة إلى تسليط الضوء على الأعمال الإلكترونية ومبادئها الأساسية، كذلك إلقاء الضوء على المفاهيم والنماذج والهياكل الأساسية للتجارة الإلكترونية، إضافة إلى توضيح استراتيجيات التسويق الإلكتروني والمزايا والعيوب لها، وإبراز مميزات عمل الأسواق الإلكترونية،وتوضيح سبل تصميم وتطوير المواقع الإلكترونية وتحسين محركات البحث.
نأمل أن يستفيد من هذا الجهد طلبة الجامعات وطلبة الدراسات العليا والهيئات التعليمية ورجال الأعمال، وأن يسهم هذا الكتاب كمرجع لدراسة الأسس النظرية لمبادئ التسويق الإلكتروني.
This book has been written to explain the basic principles and theories in the field of e-marketing development and to define the elements of the e-marketing mix. Particular attention is given to the use of appropriate scientific methods to keep pace with digital transformation and the use of innovative Internet technologies, and to shed light on e-business and its basic principles.
Models and basic structures of e-commerce, e-marketing strategies and their advantages and disadvantages are highlighted. The advantages of e-marketing and ways to design and develop websites and improve search engines are emphasized.
We hope that university students, postgraduate students, educational institutions and businessmen will benefit from the scientific results of this book.
This book should become a reference book for studying the theoretical foundations of e-marketing principles.
Данная книга написана с целью разъяснения научных и практических аспектов в области изучения электронного маркетинга, раскрытия сущности понятий в электронном маркетинге, определения их значения и необходимости определения в рамках стратегии электронного маркетинга. Выделены основные аспекты концепции электронного маркетинга. Доказана необходимость и важность концепции электронного маркетинга в современном бизнесе. Выявлена необходимость комплексного подхода к организации электронного маркетинга с учетом различных факторов, где продемонстрированы концептуальные этапы и инструменты электронного маркетинга, что обеспечивает повышение эффективности маркетинга организаций. Аргументированы наиболее важные стратегии электронного маркетинга, а также подчеркнуто их преимущества и недостатки, доказаны и раскрыты преимущества стратегий электронного маркетинга: электронный маркетинг в социальных сетях, поисковых системах, электронной почте, маркетинге влияния и партнерском маркетинге. Представлены основные тенденции организации электронного маркетинга и построения стратегии управления организацией как эффективные инструменты обеспечения стратегического развития и экономического роста.
Мы надеемся, что эти усилия принесут пользу студентам университетов, аспирантам, образовательным организациям и бизнесменам. Данная книга станет справочным материалом для изучения теоретических основ электронного маркетинга.
جاء تأليف هذا الكتاب بهدف بيان الجوانب العلمية والعملية في مجال دراسة التسويق الإلكتروني، والكشف عن جوهر المفاهيم في التسويق الإلكتروني وتحديد أهميتها والحاجة إلى تعريفها في إطار استراتيجية التسويق الإلكتروني، ويتم تسليط الضوء على الجوانب الرئيسة لمفهوم التسويق الإلكتروني، مع إثبات ضرورة وأهمية مفهوم التسويق الإلكتروني في الأعمال الحديثة. وقد تم تحديد الحاجة إلى اتباع نهج متكامل لتنظيم التسويق الإلكتروني، مع مراعاة العوامل المختلفة، حيث يتم إثبات المراحل المفاهيمية وأدوات التسويق الإلكتروني، مما يضمن زيادة الكفاءة التسويقية للمنظمات مع تحديد أهم استراتيجيات التسويق الإلكتروني، وتسليط الضوء على مميزاتها وعيوبها، يتم إثبات وكشف ميزات استراتيجيات التسويق الإلكتروني في الشبكات الاجتماعية ومحركات البحث والبريد الإلكتروني والتسويق المؤثر والتسويق بالعمولة، تهدف النتائج إلى دراسة الاتجاهات الرئيسة لتنظيم التسويق الإلكتروني ، وبناء استراتيجيات إدارة المنظمة كأدوات فاعلة لضمان التنمية الاستراتيجية والنمو الاقتصادي.
نأمل أن يستفيد من هذا الجهد طلبة الجامعات وطلبة الدراسات العليا والهيئات التعليمية ورجال الأعمال وأن يسهم هذا الكتاب كمرجع لدراسة الأسس النظرية للتسويق الإلكتروني.
This book was written with the purpose of clarifying scientific and practical aspects in the field of e-marketing studies, revealing the essence of concepts in e-marketing, determining their meaning and the need to define them within the e-marketing strategy. The main aspects of the electronic marketing concept are highlighted. The necessity and importance of the concept of electronic marketing in modern business has been proven. The need for a comprehensive approach to the organization of electronic marketing, taking into account various factors, is revealed, where the conceptual stages and tools of electronic marketing are demonstrated, which ensures an increase in the effectiveness of marketing organizations. The most important e-marketing strategies are argued, and their advantages and disadvantages are emphasized, the advantages of e-marketing strategies are proven and revealed: e-marketing in social networks, search engines, e-mail, influence marketing and affiliate marketing. The main trends in the organization of electronic marketing and the construction of an organization management strategy are presented as effective tools for ensuring strategic development and economic growth.
We hope that these efforts will benefit university students, graduate students, educational organizations and business people. This book will become a reference material for studying the theoretical foundations of electronic marketing.
