Content marketing elements and their influence on search advertisement effectiveness: theoretical background and practical insights

Pažėraitė, Aušra; Repovienė, Rūta

doi:10.7220/MOSR.2335.8750.2016.75.7

Use this url to cite publication: https://hdl.handle.net/20.500.12259/31467

Content marketing elements and their influence on search advertisement effectiveness: theoretical background and practical insights

Type of publication

Straipsnis kitoje duomenų bazėje / Article in other database (S4)

Author(s)

Author	Affiliation
Pažėraitė, Aušra	Vadybos katedra / Departmant of Management	LT
Repovienė, Rūta	Marketingo katedra / Department of Marketing	LT

Title

Content marketing elements and their influence on search advertisement effectiveness: theoretical background and practical insights

[en]

Other Title

Turinio marketingo elementai ir jų įtaka paieškos reklamos paveikumui: teorinis pagrindimas ir praktinės įžvalgos

[lt]

Is part of

Organizacijų vadyba : sisteminiai tyrimai. Kaunas : Vytauto Didžiojo universitetas, 2016, [T.] 75

Journal Title

Organizacijų vadyba: sisteminiai tyrimai / Management of Organizations: Systematic Research

Journal Issue Title

Organizacijų vadyba: sisteminiai tyrimai / Management of Organizations: Systematic Research 2016, nr. 75

Date Issued

Date	Issue	Start Page	End Page
2016	75	97	109

Publisher

Kaunas : Vytauto Didžiojo universitetas

Is Referenced by

Business Source Complete (EBSCO)

Complete Central & Eastern European Academic Source

ABI/Inform

VINITI

CEEOL

Extent

p. 97-109

URI

URI
https://www.vdu.lt/cris/bitstream/20.500.12259/31467/1/ISSN2335-8750_2016_N_75.PG_97-109.pdf
https://doi.org/10.7220/MOSR.2335.8750.2016.75.7
https://hdl.handle.net/20.500.12259/31467

DOI

10.7220/MOSR.2335.8750.2016.75.7

Field of Science

Keywords (lt)

Keywords (en)

Abstract (lt)

Populiarėjant marketingui internete, specialistai pripažįsta vis didėjančią turinio svarbą, o turinio marketingas tapo nauja sritimi marketingo tyrimuose. Šiame darbe pateikiama teorinė analizė – sudarytas teorinis turinio marketingo elementų įtakos paieškos reklamos paveikumui modelis. Taip pat pateikiamos išvados, praktinės įžvalgos ir būsimų tyrimų galimybės.

Abstract (en)

Nowadays when internet marketing is on the wave, marketing experts recognize the importance of content; content marketing becomes a new field in marketing research. This paper provides a theoretical analysis, which ends up with a theoretical model of the content marketing influence on search system advertisement. Conclusions, practical insights and future development research directions are presented as well.