AUDIT OF A BUYER’S SELECTIVE ATTENTION IN THE ONLINE ENVIRONMENT
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
Abstract
Human attention and selective approaches to communication sharing vary depending on the development of society, science and technology. This is especially the case in a fast online environment, especially in marketing communication between the seller and the buyer. According to the current state of knowledge, the seller only has a limited time to reach out to the buyer and it is therefore desirable for the seller to retain the buyer’s full attention. The purpose of the contribution is therefore to audit the selective buyer’s attention in an online environment that verifies whether the attention of one recipient divides multiple senders of marketing communication. It can hypothetically be assumed that the buyer’s attention can be divided if today’s buyers are exposed to online communication from multiple sellers at once. The proposed audit thus verifies the distribution of marketing content to recipients who are exposed to several marketing contents at the same time. The task was performed by audit testing of the Generation Z sample, which is currently most mobile in the online environment. The test results, however, do not confirm the constructed hypothesis, since there is no selective focus among respondents who are exposed to several marketing contents at the same time, which can be used to further determine marketing strategies.
Authors and Affiliations
Václav Kupec
Keywords
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