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Kuna Marcin (Społeczna Akademia Nauk)
The Impact of PPC Advertising as an E-marketing Tool for E-commerce on Older Adult Household Finances
Przedsiębiorczość i Zarządzanie, 2016, t. 17, z. 8, cz. 3, s. 43-60, rys., bibliogr. 49 poz.
Entrepreneurship and Management
Tytuł własny numeru
Terapia finansów
Słowa kluczowe
Handel elektroniczny, Marketing internetowy, Zachowania klientów
e-commerce, e-marketing, Customer behaviour
Following paper takes the descriptive approach to evaluation of relation between the concept of modern PPC advertising and changes in the older adult household finances. Author attempts the evaluation through the synthesis of the e-marketing literature resources selection. The discursive research puts strong emphasis on the analysis of internet marketing impact on the online purchase behaviour through the concept of e-commerce that in-directly translates into shifts in the modern household finances. This evaluation focuses on the older adults. The objective of this research is the evaluation of the relation between the concept of PPC (pay per click) advertisement and the older adults' household finances thanks to its (PPC) impact on purchase decision making process of such clients. Through this evaluation, using range of scientific resources, author aims at suggesting the further research directions within this subject. Results of analysis allowed proposing the several categories of online shoppers' that older adults might fall into and the main factors driving them towards and away from online shopping. Findings also suggest that through e-commerce, the tool of PPC advertising can affect the online shopping behaviour of older adults, thus model their household finances. Findings are presented in the form of a proposed collective, simplified model of "Factors, Drivers and Repellents for Online Shopping for Older Adults". These results also allowed pointing out several further research directions of potentially high scientific value. (original abstract)
Pełny tekst
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