MARKETING COMMUNICATION IN ONLINE SOCIAL PROGRAMS: OHANIAN MODEL OF SOURCE CREDIBILITY
The development of the Internet as a medium for interaction with customers has resulted in many changes regarding the promotion of organizations. Online marketing is nowadays used not only to sell a product on the market, but also requires ideas and behavioral change. Non-profit organizations active...
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| Format: | Article |
| Language: | deu |
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University of Oradea
2010-07-01
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| Series: | Annals of the University of Oradea: Economic Science |
| Subjects: | |
| Online Access: | http://anale.steconomiceuoradea.ro/volume/2010/n1/123.pdf |
| _version_ | 1818491478970728448 |
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| author | Serban Corina |
| author_facet | Serban Corina |
| author_sort | Serban Corina |
| collection | DOAJ |
| description | The development of the Internet as a medium for interaction with customers has resulted in many changes regarding the promotion of organizations. Online marketing is nowadays used not only to sell a product on the market, but also requires ideas and behavioral change. Non-profit organizations active in online communication are based on the quality of their provided information. Crediblity, attractiveness and usefullness are the key elements that provide effective online social programs. This paper aims to extend the scope of research in the field of social marketing by studying the Ohanian model in the online environment. The goal is to highlight the important theories and social models intrinsic to the online non-profit organizations’ communication. The results show that the efficiency of social programs depends on the level of incorporated elements of social theories in the design, content and structure of the website. |
| first_indexed | 2024-12-10T17:31:22Z |
| format | Article |
| id | doaj.art-1585693be2d741488520f618dd30fa91 |
| institution | Directory Open Access Journal |
| issn | 1222-569X 1582-5450 |
| language | deu |
| last_indexed | 2024-12-10T17:31:22Z |
| publishDate | 2010-07-01 |
| publisher | University of Oradea |
| record_format | Article |
| series | Annals of the University of Oradea: Economic Science |
| spelling | doaj.art-1585693be2d741488520f618dd30fa912022-12-22T01:39:40ZdeuUniversity of OradeaAnnals of the University of Oradea: Economic Science1222-569X1582-54502010-07-0111778784MARKETING COMMUNICATION IN ONLINE SOCIAL PROGRAMS: OHANIAN MODEL OF SOURCE CREDIBILITYSerban CorinaThe development of the Internet as a medium for interaction with customers has resulted in many changes regarding the promotion of organizations. Online marketing is nowadays used not only to sell a product on the market, but also requires ideas and behavioral change. Non-profit organizations active in online communication are based on the quality of their provided information. Crediblity, attractiveness and usefullness are the key elements that provide effective online social programs. This paper aims to extend the scope of research in the field of social marketing by studying the Ohanian model in the online environment. The goal is to highlight the important theories and social models intrinsic to the online non-profit organizations’ communication. The results show that the efficiency of social programs depends on the level of incorporated elements of social theories in the design, content and structure of the website.http://anale.steconomiceuoradea.ro/volume/2010/n1/123.pdf social marketingInternetOhanian modelnon-profit organizations (NGOs)online behaviour |
| spellingShingle | Serban Corina MARKETING COMMUNICATION IN ONLINE SOCIAL PROGRAMS: OHANIAN MODEL OF SOURCE CREDIBILITY Annals of the University of Oradea: Economic Science social marketing Internet Ohanian model non-profit organizations (NGOs) online behaviour |
| title | MARKETING COMMUNICATION IN ONLINE SOCIAL PROGRAMS: OHANIAN MODEL OF SOURCE CREDIBILITY |
| title_full | MARKETING COMMUNICATION IN ONLINE SOCIAL PROGRAMS: OHANIAN MODEL OF SOURCE CREDIBILITY |
| title_fullStr | MARKETING COMMUNICATION IN ONLINE SOCIAL PROGRAMS: OHANIAN MODEL OF SOURCE CREDIBILITY |
| title_full_unstemmed | MARKETING COMMUNICATION IN ONLINE SOCIAL PROGRAMS: OHANIAN MODEL OF SOURCE CREDIBILITY |
| title_short | MARKETING COMMUNICATION IN ONLINE SOCIAL PROGRAMS: OHANIAN MODEL OF SOURCE CREDIBILITY |
| title_sort | marketing communication in online social programs ohanian model of source credibility |
| topic | social marketing Internet Ohanian model non-profit organizations (NGOs) online behaviour |
| url | http://anale.steconomiceuoradea.ro/volume/2010/n1/123.pdf |
| work_keys_str_mv | AT serbancorina marketingcommunicationinonlinesocialprogramsohanianmodelofsourcecredibility |