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Homework answers / question archive / Digital Marketing QUESTION 1 1) Critically discuss the extent to which “perceived usefulness” is important in understanding technology adoption

Digital Marketing QUESTION 1 1) Critically discuss the extent to which “perceived usefulness” is important in understanding technology adoption

Marketing

Digital Marketing QUESTION 1
1) Critically discuss the extent to which “perceived usefulness” is important in understanding technology adoption.
ANSWER GUIDE LINES-
REFERENCE book to be referred along with other good books or sites while preparing the HW answer :-
E-Book: Waite, K. and Perez-Vega, R. (2018), Chapter 2 Digital Technology Adoption, The Essentials of Digital Marketing, Goodfellow Publishers.
Indicative Answer Plan
• Definition of construct “Perceived usefulness". Perceived usefulness (PU) is defined as the “user’s subjective probability that using a specific application system will increase his or her job performance”.
• Explanation of how construct is used with the Technology Acceptance Model (TAM). PU and Perceived ease of use (PEU) are viewed as attitudes towards adoption that influence the intention to use. There is scope to critically discuss the strengths and limitations of TAM which include its development within an organisational setting, that it does not take into account user prior experience and that it varies according to the task being undertaken.
• Basic (D) and Solid(C) answers will be accurate but tend toward description with no critical discussion and may have gaps in the definitions and identification of theory components.
• Better (B) answers will provide a specific example of how the model might be used to explain the adoption of a particular technology such as the coursework case of the ivac
• Excellent answers (A) will summarise and comment on the critical debates surrounding TAM and suggest alternative approaches. For example, domestication theory or Monster theory as TAM might not explain habitual use or strong adverse reactions
QUESTION 2 on the next page.
QUESTION 2
2. Critically evaluate the importance of online information quality to a satisfactory user experience.
ANSWER GUIDE LINES-
REFERENCE book to be referred along with other good books or sites while preparing the HW answer -
Digital User Experience - MUST REFER when preparing the ANSWER - E-Book: Waite, K. and Perez-Vega, R. (2018), Chapter 4 Digital Service Quality. The Essentials of Digital Marketing, Goodfellow Publishers.
Indicative Answer Plan
• Definition of Information Quality as being a judgement based on the matching of perceptions and expectations of content provided on the digital channel.
• Definition of the user experience as being the “internal and subjective response to the online environment”
• Identification that information quality has three dimensions: representational quality, intrinsic quality and contextual quality
• Discussion of how information quality is important due as it reduces bounce rate, prolongs browsing activity and will persuade the customer to move towards purchase.
• Basic (D) and Solid(C) answers will be accurate but tend toward description of quality dimensions with no critical discussion and may have gaps in the definitions and limited examples
• Better answers (B) will provide a sustained application to a digital context.
• Very good answers (A) will question link information quality to current trends of fake and inauthentic content
QUESTION 3 on the next page.
QUESTION 3
Critically discuss how and when digital marketers would choose to use paid, earned and owned media.
REFER UK books for this chapter - Digital Communications Mix and Workshop
REFERENCE book to be referred along with other good books or sites while preparing the HW answer -
E-Book: Waite, K. and Perez-Vega, R. (2018), Chapter 7 Digital Content Planning, The Essentials of Digital Marketing, Goodfellow Publishers.
Indicative Answer Plan
• Definition of different media. Paid media is branded content that is present online because the company has made payment. Earned media is there because no payment has been made i.e customers own the channel. Owned media is present because the company has ownership of specific digital pages.
• Identification of the role of each media. Owned media can be used to build longer-term relationships, Paid media acts as a catalyst to feed owned and create earned media. Earned media is there to listen and respond.
• Consideration of pros and cons of each approach
• Consideration of the concept of integrated marketing communication and the benefits of taking this approach.
• Basic (D) and Solid(C) answers will be accurate but tend toward description of media types with no critical discussion and may have gaps in the definitions and limited examples.
• Better answers (B) will provide a sustained application to a digital context and will engage in the concept of integrated communication.
• Very good answers (A) will question whether question whether the received formulation of pros and cons is still current in an age of communication manipulation and fake news

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