B2C Digital business presence in the automobile industry

ISBN-13: 9783659949081 / Angielski / Miękka / 2016 / 292 str.

Veronica Baena; Jan Tepohl

Opis

The purpose of this work is to investigate the digital online- and website- presence of the international automobile industry. The focus is on the business-to-consumer area to find out how digital communication is designed and if there are differences in the design dependent on the type of company or its cultural origin. The research is based on different quantitative as well as qualitative studies. After the selection and validation of the test sample, a qualitative content analysis for each corporate website in the test sample is conducted. Then an extensive quantitative content analysis is applied. In a third step interviews with nine different experts from different sectors of the automobile company are carried out to validate the previous findings and obtain deeper insights. All of the findings are statistically analyzed and comprehensively evaluated.

O autorze

Dr. Verónica Baena is a Full Professor/Chair in Marketing at Universidad Europea de Madrid (Spain). Dr. Jan Tepohl has gained different national and international industry experiences. Recently he holds a PhD in Business and Economics from Universidad Europea de Madrid (Spain) and meanwhile carries on research in the field of Marketing.