The Process by which Reputation is Fostered by Neutral Contents Provided by BtoB Company

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  • BtoB 企業の中立的コンテンツによるレピュテーション醸成プロセス
  • BtoB企業の中立的コンテンツによるレピュテーション醸成プロセス : 大手ITサービス企業の事例より
  • BtoB キギョウ ノ チュウリツテキ コンテンツ ニ ヨル レピュテーション ジョウセイ プロセス : オオテ IT サービス キギョウ ノ ジレイ ヨリ
  • From the Case of a Major IT Service Company
  • 大手 IT サービス企業の事例より

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Abstract

In this paper, BtoB company conduct corporate communication with potential customers using internet advertising that does not rely on retargeting by third party cookie, build a hypothetical model of the process that leads to the development of potential customer reputation. After that, derived a survey item to quantitatively support that hypothesis. As a result, this study showed possibility of empirically examining the attitude changes that fostering reputation by measuring the change before and after reading neutral contents.

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