Online Marketing Effectiveness - the influence of information load and digital literacy, a cross-country comparison

Abstract

The objective of much promotional material is to create attitudes about a product or service with existing and prospective consumers. The effectiveness of the promotion in generating such attitudes is partly dependent upon the ability of these actual and prospective consumers to process the information provided in the promotional material, which then impacts on their decision. The aim of this research is to analyze the effectiveness of a promotional website under different information load conditions, for consumers from countries that differ in their digital information literacy. To achieve this goal, an experiment was conducted which was designed to manage the amount of information shown to participants from two different countries (the United Kingdom and Spain). The results suggest that both the main and interaction effect of information load and digital literacy have an impact on a website’s effectiveness. This implies that promotional websites need to be not only culturally but also cognitively adapted.

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Correspondence to José-Alberto Castañeda.

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Appendix 1

Appendix 1

figurea

Sample Fly information

figureb

Sample Hotel information

Hotel Paradise 5*

Address: Paradise Beach, Plot 18, Buyuada.

Telephone: 733 723 100

Fax: 733 723 300

Hotel type: Beach and business

Guest rating:

Thanks to its excellent sea-front location, this beach hotel, built in 2002, has spectacular sea views on one side, and mountain views on the other. In total it has 488 rooms of which 422 are twin/double and 66 are junior suites. Located in the main hall are the 24-hour reception, a currency exchange service, a lounge area and a bar. Other facilities include lifts, other bars, buffet-style restaurant (non-smoking), three a la carte restaurants (Italian, international and Japanese), and Internet access (charged separately). Additional features include room service and laundry service, car park and garage. The hotel also offers a Kids Club (for children between 4 and 12 years old), and a play area where tots can play safely.

Rooms

Rooms are luxurious and elegant, each with en suite bathroom with hairdryer. All have direct telephone line, Internet connection, mini-bar, fridge, central heating and safety deposit box.

Entertainment and sports

The hotel’s elegant exterior is equally well cared-for and boasts a large bathing area with two swimming pools and a pool for children, sun loungers, sun shades and a bar. Also available are a sauna, solarium, gymnasium and a professional massage service (the latter charged direct to your room). Alongside the hotel complex is a thalassotherapy spa and pampering suite. Other activities include aerobics, beach-ball and (for a small surcharge) billiards, mini-golf and tennis (there are two courts). Water sports are organised on the beach (charged to your room). To round off the range of services and facilities, the hotel provides a varied programme of activities for guests of all ages, with live shows and music.

Methods of payment

Visa, Mastercard and Diners Club

Accommodation Low season Mid-season High season
Standard double room including breakfast $95 $125 $136

Sample Restaurant information

Art & Curio

JL. Raden Raya, 47, Buyuada.

315 06 46 (24-hour advance booking necessary)

International cuisine is what characterizes this restaurant, based on a blend of creative Mediterranean-style cooking and French technique. Presentation is imaginative and meticulous. Cuisine is based on creative, Mediterranean-style cooking and French technique. The restaurant is open continuously from 11.30am in summer. The rest of the year it is open from 11.30am to 5pm and from 7pm to midnight. The average price per head is $70.00. The establishment has two spacious lounges and an external terrace. Circular tables help the conversation flow. The décor is discrete and well maintained.

In a recent poll amongst two diners the Art & Curio was awarded a rating of 4 out of 5.

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Castañeda, JA., Frías-Jamilena, D.M., Rodríguez-Molina, M.A. et al. Online Marketing Effectiveness - the influence of information load and digital literacy, a cross-country comparison. Electron Markets 30, 759–773 (2020). https://doi.org/10.1007/s12525-019-00372-9

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Keywords

  • Website effectiveness
  • Information load
  • Digital literacy
  • Tourism

JEL classification

  • M30