Have a personal or library account? Click to login
Online Marketing Impact on Micro-Enterprises: An Insight through Visibility in Search Engines Cover

Online Marketing Impact on Micro-Enterprises: An Insight through Visibility in Search Engines

Open Access
|Mar 2020

References

  1. Bagiev, G. (2009). Conceptual foundations of interaction marketing formation in the development of market networks. Problems of Modern Economics, 32(4), 271-275.
  2. Berdyshev, S. (2010). Information marketing. Practical guide. Moscow: Dashkov & Co.
  3. Berman, R., & Katona, Z. (2012). The Role of Search Engine Optimization in Search Marketing. Marketing Science, 32 (4), 644-651.
  4. Celuch, K., Bourdeau, B., Saxby, C., & Ehlen, C. (2014). SME Internet USE: The Moderating Role of Normative Influence. Journal of Small Business Strategy, 24(2), 69-90.
  5. De Cleen, P (2018). Flow marketing: Content, Conversatie, Conversie: Go with the flow. Amsterdam: Lannoo Campus.
  6. Fathalla, S., Vahdati, S., Lange, S., & Auer, S. (2019). SEO: A Scientific Events Data Model. 18th International Semantic Web Conference. Proceedings. Part II, October 26–30 2019, Auckland, New Zealand.10.1007/978-3-030-30796-7_6
  7. Gilinsky, A., Thach, E., & Thompson, K. (2003). Connectivity & Communication: A Study of How Small Wine Businesses Use the Internet. Journal of Small Business Strategy, 14(2), 37-57.
  8. Halligan, B., & Shah, D. (2014). Inbound Marketing: Attract, Engage, and Delight Customers Online (2nd ed.). Upper Saddle River, NJ: John Wiley & Sons.
  9. Hamdar, B., Aridi, E., & Mroueh, R. (2018). The economics of search engine visibility and its relation to brand perception: implications for Lebanese consumers. International Journal of Economics, Commerce and Management, 6 (4), 585-606.
  10. Hamdulay, Z., & Weideman, M. (2006). Search engine visibility: the effect of generic top-level domain choice. Proceedings in the 8th Annual Conference on WWW Applications, 5-8 September 2006, Bloemfontein, South Africa.
  11. Kapustina, L., & Mosunov, D. (2015). Internet Marketing. Theory and practice of brand promotion on the web. Yekaterinburg: Ural State University of Economics.
  12. Kaya, H. (2019). Internet Usage in Entrepreneurial Process and Firm Characteristics. Journal of Applied Economic Sciences, 13(1), 43-52.
  13. Kotler, P., & Keller, K. (2012). Marketing Management (14th ed.). Upper Saddle River, NJ: Prentice Hall.
  14. Krstic, N. (2019). The Relationship Between Website Management and Search Engine Optimization. Megatrend revija, 16(2), 155-168.10.5937/MegRev1902155K
  15. Lambin, JJ., & Schuiling, I. (2012). Market-Driven Management: Strategic and Operational Marketing (3rd ed.). New-York, NY: Palgrave Macmillan.
  16. Levinson, J. (2007). Guerilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business (4th ed.). New-York, NY: Houghton Mifflin Harcourt.
  17. Neuman, L. (2014). Social research methods: qualitative and quantitative approaches. (7th ed.). Edinburgh: Pearson Education Limited.
  18. Novak, T., Hoffman, D., & Yung, Y. (2000). Measuring the Customer Experience in Online Environments: A Structural Modeling Approach. Marketing Science, 13(1), 22-42.10.1287/mksc.19.1.22.15184
  19. Sidorchuk, R. (2012). Model of Marketing Expert System in the Structure of Small and Medium Enterprises. Marketing in Russia and Abroad, 15(6), 3-18.
  20. Slivar, I., & Doric, B. (2011). Search Engine Visibility of National and Regional DMO Websites in Europe. Second International Scientific Congress – Biennale „The Influence of Tourism on Economic Development", 12, 767-772.
  21. Soegoto, S., & Simbolon, T. (2018). Inbound Marketing as a Strategy in Digital Advertising. IOP Conference Series: Materials Science and Engineering. Retrieved from: https://iopscience.iop.org/article/10.1088/1757-899X/407/1/012183/pdf10.1088/1757-899X/407/1/012183
  22. Sovershaeva, S. (2014). Evaluation of the digital marketing communications performance. Saint-Petersburg: Saint-Petersburg State University of Economics.
  23. Surinov, A (2018). Russian Statistical Yearbook 2018. Moscow: Rosstat.
  24. Tretyakova, T (2012). Development of modern companies marketing communication complex based on low-budget technologies. Rostov on Don: Southern Federal University.
  25. Vaidyanathan, R., Aggarwal, P. (2002). The Impact of Shopping Agents on Small Business E-Commerce Strategy. Journal of Small Business Strategy, 13(1), 63-79.
  26. Voelker, T., Steel, D., & Shervin E. (2017). Internet presence as a small business capability: the case of mobile optimization. Journal of Small Business Strategy, 27(2), 90-103.
  27. Weideman, M. (2005). Search engine visibility: a pilot study towards the design of a model for e-commerce websites. Proceedings of the 7th Annual Conference on WWW Applications, 29-31 August 2005, Cape Town, South Africa.
  28. Zemlyak, S. (2007). Management of marketing technologies in the field of small business (problems, theory, practice). Moscow: ARDLIFE.
  29. ***Research: how Internet advertising pays off in Russia, https://roistat.com/ru/blog/issledovanie-kak-okupaetsya-internet (retrieved 15 September, 2019)
  30. ***Private enterprise and small business in the services market, http://www.datainsight.ru/sites/default/files/avito-services.pdf (retrieved 7 October, 2019)
  31. ***2gis - Map of Russia cities. Retrieved from: https://2gis.com (retrieved 1 October, 2019)
  32. ***Serpstat – Growth hacking tool for SEO, PPC and content marketing, https://serpstat.com/ (retrieved 3 October, 2019)
  33. ***Google Analytics, https://analytics.google.com (retrieved 5 September, 2019)
  34. ***Counters – Yandex. Metrika, https://metrika.yandex.ru (retrieved 5 September, 2019)
  35. ***Digital 2018: Global digital Overview, https://datareportal.com/reports/digital-2018-global-digital-overview (retrieved 7 February, 2020)
DOI: https://doi.org/10.2478/mmcks-2020-0003 | Journal eISSN: 2069-8887 | Journal ISSN: 1842-0206
Language: English
Page range: 38 - 58
Published on: Mar 31, 2020
Published by: Society for Business Excellence
In partnership with: Paradigm Publishing Services
Publication frequency: 4 issues per year

© 2020 Artoym Kovalenko, Yuliya Kuzmenko, published by Society for Business Excellence
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.