Nowadays, companies face increasing challenges in how to approach the target audience that they want to impress and convert into customers. Consumers are becoming more and more demanding day by day, the competition on the market is getting stronger, the general digitization of the media also plays an important role. Thus, the advertising market has undergone radical changes in recent years, especially in the way and content of communication between consumers and companies. Companies that want to be successful and competitive in the market must focus on creating and providing unique quality content. In the thesis, the main focus is on inspirational and monetary communication content. The research is based on the assumption that inspirational marketing communication has a more positive effect on consumers' purchase intentions than monetary tools of the marketing communication web, which we confirm in the empirical part. In the research, we also get an answer to the synergistic effects of inspirational and monetary marketing communication, which are also positive and are manifested in a greater purchase intention both for a price-promoted product and for a non-promoted product, which is also part of inspirational marketing communication. Our research provides companies with important information that can help them improve their business performance.
|
