The Impacts of Facebook Ads on Brand Image, Brand Awareness, and Brand Equity

The advent of Facebook brought a new aspect for advertising since it allows ads to reach more targeted users on the internet. However, although the ads on Facebook have been found influential on consumers' purchase intentions, the possible impacts on brands have been relatively neglected. The purpose of this research is therefore to investigate the impacts of Facebook ads on brand image, brand awareness, and brand equity. With this purpose, a conceptual model was developed based on the advertising value model (AVM). The research model was tested by means of structural equation modelling (SEM) with the help of surveys applied for 194 university students. The results support the proposed model and confirm that Facebook ads play an important role on brand image, brand awareness, and brand equity. Theoretical and practical implications are discussed.

Creating Consumer-Based Brand Equity With Social Media Content Marketing

Due to the growing importance of company-initiated online brand communities (OBCs) like Facebook brand fan pages, details about consumers' perceptions of these sites need to be linked to their effects on customer-based brand equity. This research builds on Keller and Lehmann's brand value chain as the theoretical foundation and adopts the theory to fit the social media context. This approach enables the simultaneous evaluation of the impact of consumer online content perceptions on both fan-page engagement and consumers' brand mindset. Specifically, this research investigates the consumer-based outcomes of perceptions of content's vividness and interactivity as well as the effects of perceived information and entertainment value of brand posts. In addition, this empirical study evaluates the consequences of positive brand fans' comments for consumer online engagement (e.g., liking), brand awareness, image, and attitude. Results show that consumer-oriented brand pages can stimulate positive offline brand engagement such as loyalty and recommendation.

The Use of Digital Tools for the Disclosure of Sustainability Reports in the Tourism Sector

Sustainability is a key topic in tourism because this activity uses territory and local resources intensively. Sustainability is considered as a triple bottom line with the three vertices: environmental, social, and economic. Tourism nowadays is an economic and social phenomenon. Even in a period of crisis, tourism has experienced continued growth and widening diversification to become one of the most important sectors in the worldwide economy. Tourism uses more and more digital tools to communicate with stakeholders. This chapter has a twofold purpose: 1) to analyze the disclosure of information provided to stakeholders using digital tools; 2) to compare the sustainability reports provided by a company with the corporate sustainability report guidelines. This chapter uses a qualitative methodology to study the case of the Pestana Group. The Pestana Group is currently the largest Portuguese hospitality group with operations and hotels all over the world, and this case may provide some clues about the use of digital tools to communicate sustainability results to stakeholders.

Assessing Gender Gaps on ICT Competences in Four European Countries

ICT competences still represent a “stigma” attached to gender around the world. This chapter focuses an analysis on the gender gaps and ICT competences to the access workforce, by analyzing data collected in four European countries (Portugal, Poland, Lithuania and Cyprus) in the scope of a Project “EU Youth: From theory to action (ActYouth).” Within the purpose of answering the hypothesis in understanding, the youth employability, and gender division in the labor market in different regions in Europe, statistical methods were selected and tested. The 537 responses were acquired by questionnaires and interviews and analyzed concerning ICT competences. Data shows that students self-assessment and employer's perspectives of important competences for entry in the labor market. Therefore, an importance performance analysis (IPA) was performed considering the four competences, comparing importance (employers) with performance (students) of competences, and then presented by gender for each analyzed country.

Relevance, Need, and Opportunity

This chapter shows the results of the market study developed at the request of the Faculty of Economics of the University of Colima, interested in participating in the online education environment, to know the demand that would have a Bachelor's degree in economics, under this modality. To carry out the analysis, there was the participation of 425 people who voluntarily answered a multiple-choice survey in person. Based on their answers, the aim is to identify, as mentioned above, the demand that a new distance education offer (online) would have for the economy area. Additionally, the chapter offers a review of the Mexican public policy in which these types of initiatives are framed; reflections on the environment and trends of development of online education and didactic-pedagogical trends in the area. This case study can be useful for researchers in the educational area who wish to know about online initiatives in countries with developing economies.

Understanding E-Marketing Strategies

Using digital channels allows you to transcend traditional constraints such a geography and time zones to connect with a much wider audience. For this author, e-marketing is important because the market is global and wider, and it is necessary to be able to reach a segment with precision using the digital marketing that gives us this option. The purpose of this chapter is to explain in a simple way the strategies related to e-marketing, both research, segmentation, targeting, and product positioning. All the contents are explained with examples that are easily understandable.

Composite Indicators for Measuring the Popularity of Portugal and Its Tourism Regions Using Google Trends

The aim of this chapter is to present composite indicators that contribute to the understanding of online interest of Portuguese people for domestic tourism at national and regional level and by characteristic tourism product in each region of the country. For the construction of the composite indicators, data was collected for one year using the Google Trends tool, for a set of a priori defined search terms representative of the Portugal destination and its regions. The composite indicators result from the average weighting of seven primary indicators, composed of fifteen sub-indicators, which were proposed based on the conceptual framework of the Tourism Satellite Account. The results indicate that the interest of the Portuguese people by Portugal and its regions shows a seasonal behavior whose accent varies according to the tourism region, as well as the characteristics tourism products.

Technology Assisting in Economic Decision Making

Colima is a state that has excellent physical and economic resources that can contribute to its development and immediate growth, however, there was no diagnosis that gathered the main economic vocations of the municipalities. In this sense, the University of Colima, through the School of Economics, raised the possibility of conducting a thorough investigation to determine the current status of the spatial, natural, environmental and infrastructure resources of the 10 communes of the entity, with the object of being identified in a spatial system or electronic platform, in which they can be visualized, updated and interpreted, according to the needs of the Government of the State of Colima and in particular, of the user sector, coordinated by the Ministry of Economic Development of the Government of the State of Colima. The chapter shows the methodology used for the preparation of the economic vocational study, the indicators and data, the planned goals and the objectives, as well as the problems that were faced and solved and the methodological decisions and if justification.

E-Entrepreneurial Intention of Business Students

The market statistics have shown that business graduates are increasing day by day and on the other hand, their interest toward 3G and 4G is rising as well. By observing the current trend, the authors of this chapter tried to merge the business studies effect with the interest of online businesses, thus, the business graduates can create the bundle of job opportunities in the market. The purpose of this chapter is to explore the entrepreneurial attitude model (EAO) in predicting business intentions of the students. The data was collected from the top business schools. The results showed that EAO model can work for creating business intentions among business graduates.

Digital Marketing in a New Age Economy

Digital marketing has developed enormously over the past few years. India saw a 100% rise in social media users last year according to IAMAI. India's e-commerce market went up to USD 38 billion in 2016. India's e-commerce revenue is expected to jump from $30 billion in 2016 to $120 billion in 2020, growing at an annual rate of 51%, the highest in the world. The chapter seeks to understand how firms working in the digital marketing space are using the various tools to help build businesses in a competitive business environment. The chapter looks at the B2B space, focusing on digital marketing firms started between 2007 and 2009 in India. The data has been collated from internet sources, namely https://www.topseos.com/ and company websites. Results showed that, especially after 2016, all these digital companies are growing in a high phase with acquisition of more clients. They are able to retain them by providing good services at affordable costs which can be seen in the expanding client base. This shows that digitalization can help companies grow.