IDEAS home Printed from https://ideas.repec.org/a/ris/ijentr/0120.html
   My bibliography  Save this article

Guidelines On Effective Online Advertising In Industrial Business Sector

Author

Listed:
  • Nattapol Phumsiri

    (Faculty of Business Administration, King Mongkut’s University of Technology North Bangkok, Thailand)

  • Nopporn Bua-In

    (Faculty of Business Administration, King Mongkut’s University of Technology North Bangkok, Thailand)

Abstract

Advertising is important for business by presenting a product or service to the public. Recently, the advertising budget of consumer products has increased while the growth rate of the business has declined significantly. This research aims to develop the guidelines on effective online advertising in the industrial business. This research applied both quantitative and qualitative research methods. The quantitative data were obtained from the survey of 500 managers who responsible for advertising in FMCG (Fast-Moving Consumer Goods) business. The data were analyzed by descriptive statistics, reference statistics, and multiple statistics. On the other hand, the model on Guidelines on Effective Online Advertising in Industrial Business Sector approved by 7 experts by using focus group analysis techniques in qualitative research. The results found that the guidelines for effective online advertising are comprising of 4 aspects. The most important guideline in each aspect was as follows: Creating and content including use the logo as a profile picture for increasing recognition, Channel including select media channel that can be accessed easily in order to reach as much target customer, Information including analyze consumer motivation for advertising creation, and Technology including provide sufficient technology equipment, respectively. The hypothesis testing found that there are no significant difference in the guidelines on effective online advertising for the different types of consumer products. The analysis of the structural equation model showed that it was in accordance with the empirical data and over the evaluation criteria. The Chi-square probability level, relative Chisquare, goodness of fit index and root mean square error of approximation were .077, 1.208, 0.971 and .020 respectively. The statistical significance of this study was set at .05

Suggested Citation

  • Nattapol Phumsiri & Nopporn Bua-In, 2020. "Guidelines On Effective Online Advertising In Industrial Business Sector," International Journal of Entrepreneurship, Allied Business Academies, vol. 24(3).
    • Handle: RePEc:ris:ijentr:0120
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Keywords

    Structure Equation Modeling; Online Advertising; Industrial Business Sector;
    All these keywords.

    JEL classification:

    • L16 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Industrial Organization and Macroeconomics; Macroeconomic Industrial Structure

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ris:ijentr:0120. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Mouawiya Al Awad (email available below). General contact details of provider: https://www.abacademies.org/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.