Adopting Advertising and Communication Innovations in Small Firms
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Redalyc
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| Natura: | Artículo científico |
| Lingua: | en |
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Universidade Nove de Julho
2017
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| _version_ | 1876432574378672128 |
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| author | Fabricia Durieux Zucco |
| author_facet | Fabricia Durieux Zucco |
| contents | Adopting Advertising and Communication Innovations in Small Firms Fabricia Durieux Zucco Valéria Riscarolli Cynthia Morgana Boos de Quadros Nilva Kock Administración y Contabilidad Internet Marketing Innovation Advertising Small Firms The adoption of innovation for market penetration of small firms tends to consider the effectiveness of communication channels. In this study we investigate the adoption of communication and advertising innovations, the use of virtual social networks, in a sample of 227 small firms in the Brazilian countryside. We analyse how distinct communication objectives of a firm influence the choice of using virtual social networks to build links between firms and customers. We also look at the role of paid advertising in virtual social networks. Main results show a trend of such firms to engage in virtual social networks when they are targeting at stronger brand image and when building deeper links through brand information with their public. Firms also tend to use advertising in virtual social networks when intending to raise brand recall from their brand portfolio. 2017 artículo científico 2318-9975 https://www.redalyc.org/articulo.oa?id=499151082004 https://www.redalyc.org/journal/4991/499151082004/ https://www.redalyc.org/journal/4991/499151082004/html/ https://www.redalyc.org/journal/4991/499151082004/499151082004.epub https://www.redalyc.org/journal/4991/499151082004/movil en http://www.redalyc.org/revista.oa?id=4991 International Journal of Innovation application/pdf Universidade Nove de Julho International Journal of Innovation (Brasil) Num.2 Vol.5 |
| format | Artículo científico |
| id | redalyc_499151082004 |
| institution | Redalyc |
| language | en |
| publishDate | 2017 |
| publisher | Universidade Nove de Julho |
| spellingShingle | Adopting Advertising and Communication Innovations in Small Firms Fabricia Durieux Zucco Administración y Contabilidad Internet Marketing Innovation Advertising Small Firms Adopting Advertising and Communication Innovations in Small Firms Fabricia Durieux Zucco Valéria Riscarolli Cynthia Morgana Boos de Quadros Nilva Kock Administración y Contabilidad Internet Marketing Innovation Advertising Small Firms The adoption of innovation for market penetration of small firms tends to consider the effectiveness of communication channels. In this study we investigate the adoption of communication and advertising innovations, the use of virtual social networks, in a sample of 227 small firms in the Brazilian countryside. We analyse how distinct communication objectives of a firm influence the choice of using virtual social networks to build links between firms and customers. We also look at the role of paid advertising in virtual social networks. Main results show a trend of such firms to engage in virtual social networks when they are targeting at stronger brand image and when building deeper links through brand information with their public. Firms also tend to use advertising in virtual social networks when intending to raise brand recall from their brand portfolio. 2017 artículo científico 2318-9975 https://www.redalyc.org/articulo.oa?id=499151082004 https://www.redalyc.org/journal/4991/499151082004/ https://www.redalyc.org/journal/4991/499151082004/html/ https://www.redalyc.org/journal/4991/499151082004/499151082004.epub https://www.redalyc.org/journal/4991/499151082004/movil en http://www.redalyc.org/revista.oa?id=4991 International Journal of Innovation application/pdf Universidade Nove de Julho International Journal of Innovation (Brasil) Num.2 Vol.5 |
| title | Adopting Advertising and Communication Innovations in Small Firms |
| topic | Administración y Contabilidad Internet Marketing Innovation Advertising Small Firms |
| url | https://www.redalyc.org/articulo.oa?id=499151082004 https://www.redalyc.org/journal/4991/499151082004/ https://www.redalyc.org/journal/4991/499151082004/html/ https://www.redalyc.org/journal/4991/499151082004/499151082004.epub https://www.redalyc.org/journal/4991/499151082004/movil |