AHA-BUCH

B2C Digital business presence in the automobile industry

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ISBN-13:
9783659949081
Einband:
Paperback
Seiten:
292
Autor:
Veronica Baena
Gewicht:
457 g
Format:
221x151x22 mm
Sprache:
Englisch
Beschreibung:

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.