Content marketing elements for search advertising

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Collection:
Mokslo publikacijos / Scientific publications
Document Type:
Straipsnis / Article
Language:
Anglų kalba / English
Title:
Content marketing elements for search advertising
Alternative Title:
Turinio marketingo elementų taikymas paieškos sistemose esančiose reklamose
Authors:
Repovienė, Rūta
In the Journal:
Socialiniai tyrimai [Social Research]. 2017, t. 40, Nr. 1, p. 47-55
Subject Category:
LT
Reklama / Advertising.
Summary / Abstract:

LTReikšminiai žodžiai: Turinio marketingas; Paieškos reklama; Reklamos efektyvumas; Content marketing; Search advertising; Effective search advertising.

ENThe author analyzes the possibility of using content marketing elements for search advertising from marketing experts and searchers’ perspective. The first part of the paper deals with the theoretical insights into the concepts of content marketing, search advertising, their effect and synergy. The second part is qualitative research on a theoretical model of content marketing elements. The possibility of using those elements and modifying the theoretical model are provided in the third part of the paper. Research results revealed that content marketing elements can be used for search advertising and that they affect search advertising. Conclusions and directions for further research. are provided in the paper. [From the publication]

DOI:
10.21277/st.v40i1.184
ISSN:
1392-3110; 2351-6712
Subject:
Vadyba / Management
Related Publications:
Turinio rinkodaros tyrimų kaitos tendencijos 2010-2021 m.: sisteminis požiūris / Mantas Dilys, Lina Šarlauskienė, Andrius Šmitas. Mokslo taikomieji tyrimai Lietuvos kolegijose. 2021, nr. 17/1, p. 58-67.
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https://www.lituanistika.lt/content/69013
Updated:
2018-12-17 14:16:26
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