B2C Digital business presence in the automobile industry - Baena, Veronica;Tepohl, Jan
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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…mehr

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Produktbeschreibung
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.
Autorenporträt
Catedrática de Marketing en la Universidad Europea de Madrid. Jose Luis Flórez Fernández es Managing Director - Data Science Global Lead en Accenture.Santos González Jimémez es Catedrático de Álgebra en la Universidad de Oviedo y Director de la Catedra de Inteligncia Analítica Avanzada en la Universidad de Oviedo.