 MARKETING COMMUNICATION IN ONLINE SOCIAL PROGRAMS: OHANIAN MODEL OF SOURCE CREDIBILITYSerban Corina () Annals of Faculty of Economics, 2010, vol. 1, issue 1, 778-784 Abstract: 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. Keywords: social marketing; Internet; Ohanian model; non-profit organizations (NGOs); online behaviour (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ora:journl:v:1:y:2010:i:1:p:778-784 Access Statistics for this article More articles in Annals of Faculty of Economics from University of Oradea, Faculty of Economics Contact information at EDIRC. |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.