IDEAS home Printed from https://ideas.repec.org/a/aes/jetimm/v1y2021i1p157-173.html
   My bibliography  Save this article

Online Visibility and Knowledge-Intensive Business Services Performance: The Scope of Interrelatedness

Author

Listed:
  • Krzysztof BORODAKO

    (Cracow University of Economics)

  • Jadwiga BERBEKA

    (Cracow University of Economics)

  • MichaÅ‚ RUDNICKI

    (Cracow University of Economics)

  • Mariusz Å APCZYŃSKI

    (Cracow University of Economics)

Abstract

The aim of this paper is to gain a deeper insight into the interrelatedness between online visibility indicators (which are the spheres of digital marketing) and business services performance parameters. A conceptual framework was developed to analyse the online visibility of knowledge-intensive business services (KIBS) using data triangulation on the service industries. The data were analyzed using both netnographic and correlation analysis, and a classiï¬ cation and regression tree. The research adopted an analytic approach on the business services (industry) level. The results reveal that services with the highest level of competition on search engines and strong growth in requests were also those KIBS with the highest profits per employee. Business services with a high monthly search volume range also had the highest salaries per employee in the industry, while those with a low average search volume and stable or rising average monthly search volume dynamics also had low employment levels. This study provides insight into the interrelatedness of the business and digital marketing spheres of the contemporary service economy. We proved that business services that are most competitive on search engines and have the highest level of online visibility indicators are among those who achieve the highest profits.

Suggested Citation

  • Krzysztof BORODAKO & Jadwiga BERBEKA & MichaÅ‚ RUDNICKI & Mariusz Å APCZYŃSKI, 2021. "Online Visibility and Knowledge-Intensive Business Services Performance: The Scope of Interrelatedness," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 157-173, August.
    • Handle: RePEc:aes:jetimm:v:1:y:2021:i:1:p:157-173
    as

    Download full text from publisher

    File URL: http://www.etimm.ase.ro/RePEc/aes/jetimm/2021/ETIMM_V01_2021_52.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Zhuo Liu & Christopher A. Kanter & Kent D. Messer & Harry M. Kaiser, 2013. "Identifying significant characteristics of organic milk consumers: a CART analysis of an artefactual field experiment," Applied Economics, Taylor & Francis Journals, vol. 45(21), pages 3110-3121, July.
    2. Meleddu, Marta & Pulina, Manuela, 2016. "Evaluation of individuals’ intention to pay a premium price for ecotourism: An exploratory study," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 65(C), pages 67-78.
    3. Benoît Desmarchelier & Faridah Djellal & Faïz Gallouj, 2015. "KIBS and the Dynamics of Industrial Clusters: a Complex Adaptive Systems Approach," Working Papers halshs-01188568, HAL.
    4. Andrew Johnston & Robert Huggins, 2016. "Drivers of University–Industry Links: The Case of Knowledge-Intensive Business Service Firms in Rural Locations," Regional Studies, Taylor & Francis Journals, vol. 50(8), pages 1330-1345, August.
    5. Dobrai, Katalin & Farkas, Ferenc, 2009. "Knowledge-intensive business services: a brief overview," Perspectives of Innovations, Economics and Business (PIEB), Prague Development Center (PRADEC), vol. 3, pages 1-3, December.
    6. Howells, Jeremy, 2006. "Intermediation and the role of intermediaries in innovation," Research Policy, Elsevier, vol. 35(5), pages 715-728, June.
    7. Alicia Mas-Tur & Domingo Ribeiro Soriano, 2014. "The level of innovation among young innovative companies: the impacts of knowledge-intensive services use, firm characteristics and the entrepreneur attributes," Service Business, Springer;Pan-Pacific Business Association, vol. 8(1), pages 51-63, March.
    8. Diederich BAKKER, 2018. "Conceptualising Influencer Marketing," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 79-87, November.
    9. Nicoletta Corrocher & Lucia Cusmano, 2014. "The 'KIBS Engine' of Regional Innovation Systems: Empirical Evidence from European Regions," Regional Studies, Taylor & Francis Journals, vol. 48(7), pages 1212-1226, July.
    10. Liwen Vaughan & Rongbin Yang, 2012. "Web data as academic and business quality estimates: A comparison of three data sources," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 63(10), pages 1960-1972, October.
    11. José Ramón Saura & Pedro Palos-Sánchez & Luis Manuel Cerdá Suárez, 2017. "Understanding the Digital Marketing Environment with KPIs and Web Analytics," Future Internet, MDPI, vol. 9(4), pages 1-13, November.
    12. Ian Miles & Veronika Belousova & Nikolay Chichkanov, 2017. "Innovation Configurations in Knowledge-Intensive Business Services," Foresight and STI Governance (Foresight-Russia till No. 3/2015), National Research University Higher School of Economics, vol. 11(3), pages 94-102.
    13. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
    14. Zirong Zhuo & Zhiwei Cheng & Yangzhou Lai & Ziyue Chen, 2016. "Analysis of Company Human Capital Network Based on the Cellular Automation," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(5), pages 244-244, April.
    15. Ding, Chengri & Niu, Yi, 2019. "Market size, competition, and firm productivity for manufacturing in China," Regional Science and Urban Economics, Elsevier, vol. 74(C), pages 81-98.
    16. Liwen Vaughan, 2004. "Exploring website features for business information," Scientometrics, Springer;Akadémiai Kiadó, vol. 61(3), pages 467-477, November.
    17. Sheridan, Brandon J., 2014. "Manufacturing exports and growth: When is a developing country ready to transition from primary exports to manufacturing exports?," Journal of Macroeconomics, Elsevier, vol. 42(C), pages 1-13.
    18. Muller, Emmanuel & Doloreux, David, 2009. "What we should know about knowledge-intensive business services," Technology in Society, Elsevier, vol. 31(1), pages 64-72.
    19. Liwen Vaughan & Rongbin Yang, 2012. "Web data as academic and business quality estimates: A comparison of three data sources," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 63(10), pages 1960-1972, October.
    20. Ron Berman & Zsolt Katona, 2013. "The Role of Search Engine Optimization in Search Marketing," Marketing Science, INFORMS, vol. 32(4), pages 644-651, July.
    21. Muller, Emmanuel & Zenker, Andrea, 2001. "Business services as actors of knowledge transformation: the role of KIBS in regional and national innovation systems," Research Policy, Elsevier, vol. 30(9), pages 1501-1516, December.
    22. Desmarchelier, Benoît & Djellal, Faridah & Gallouj, Faïz, 2013. "Knowledge intensive business services and long term growth," Structural Change and Economic Dynamics, Elsevier, vol. 25(C), pages 188-205.
    23. Plamena PALAMAROVA, 2018. "Comparative Study in Digital Marketing Trends in Adventure Tourism: Bulgaria, Estonia, Ireland and Scotland," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 242-251, November.
    24. Leigh McAlister & Garrett Sonnier & Tom Shively, 2012. "The relationship between online chatter and firm value," Marketing Letters, Springer, vol. 23(1), pages 1-12, March.
    25. Nikolay Chichkanov & Ian Miles & Veronika Belousova, 2019. "Conditions For Innovation In Kibs: Evidence From Russia," HSE Working papers WP BRP 92/STI/2019, National Research University Higher School of Economics.
    26. Huang, Chien-Yu & Ji, Lei, 2013. "Knowledge-intensive business services and economic growth with endogenous market structure," Journal of Macroeconomics, Elsevier, vol. 38(PA), pages 95-106.
    27. Sergio Galletta, 2016. "On the determinants of happiness: a classification and regression tree (CART) approach," Applied Economics Letters, Taylor & Francis Journals, vol. 23(2), pages 121-125, February.
    28. Sha Yang & Anindya Ghose, 2010. "Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence?," Marketing Science, INFORMS, vol. 29(4), pages 602-623, 07-08.
    29. Agnieszka Wojtczuk-Turek, 2017. "In Search of Key HR Practices for Improvement of Productivity of Employees in the KIBS Sector," Contemporary Economics, University of Economics and Human Sciences in Warsaw., vol. 11(1), March.
    30. Garrett P. Sonnier & Leigh McAlister & Oliver J. Rutz, 2011. "A Dynamic Model of the Effect of Online Communications on Firm Sales," Marketing Science, INFORMS, vol. 30(4), pages 702-716, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Feser, Daniel & Proeger, Till, 2015. "Knowledge-intensive business services as credence goods: A demand-side approach," University of Göttingen Working Papers in Economics 232, University of Goettingen, Department of Economics.
    2. Veronika Bumberová & František Milichovský, 2020. "Influence of Determinants on Innovations in Small KIBS Firms in the Czech Republic before COVID-19," Sustainability, MDPI, vol. 12(19), pages 1-21, September.
    3. Daniel Feser & Till Proeger, 2018. "Knowledge-Intensive Business Services as Credence Goods—a Demand-Side Approach," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 9(1), pages 62-80, March.
    4. Stine Labes & Nicolai Hanner & Ruediger Zarnekow, 2017. "Successful Business Model Types of Cloud Providers," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 59(4), pages 223-233, August.
    5. Seungil Yum, 2019. "The interaction between knowledge-intensive business services and urban economy," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 63(1), pages 53-83, August.
    6. Thomas Brenner & Marco Capasso & Matthias Duschl & Koen Frenken & Tania Treibich, 2018. "Causal relations between knowledge-intensive business services and regional employment growth," Regional Studies, Taylor & Francis Journals, vol. 52(2), pages 172-183, February.
    7. Marina Doroshenko & Ian Miles & Dmitri Vinogradov, 2013. "Knowledge Intensive Business Services As Generators Of Innovations," HSE Working papers WP BRP 12/STI/2013, National Research University Higher School of Economics.
    8. Liwen Vaughan, 2016. "Uncovering information from social media hyperlinks: An investigation of twitter," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 67(5), pages 1105-1120, May.
    9. Daria Ciriaci & Sandro Montresor & Daniela Palma, 2013. "Do KIBS make manufacturing more innovative? An empirical investigation for four European countries," JRC Working Papers on Corporate R&D and Innovation 2013-04, Joint Research Centre.
    10. Giovanni Pino & Mauro Capestro & Gianluigi Guido & Carla Tomacelli & Marco Abate, 2016. "Knowledge-intensive services and local development: An empirical analysis of networks, channels and customization processes," Local Economy, London South Bank University, vol. 31(3), pages 359-376, May.
    11. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
    12. Probert, Jocelyn & Connell, David & Mina, Andrea, 2013. "R&D service firms: The hidden engine of the high-tech economy?," Research Policy, Elsevier, vol. 42(6), pages 1274-1285.
    13. Enrique Orduna-Malea & Selenay Aytac, 2015. "Revealing the online network between university and industry: the case of Turkey," Scientometrics, Springer;Akadémiai Kiadó, vol. 105(3), pages 1849-1866, December.
    14. Caloffi, Annalisa & Colovic, Ana & Rizzoli, Valentina & Rossi, Federica, 2023. "Innovation intermediaries' types and functions: A computational analysis of the literature," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    15. Caloffi, Annalisa & Freo, Marzia & Ghinoi, Stefano & Mariani, Marco & Rossi, Federica, 2022. "Assessing the effects of a deliberate policy mix: The case of technology and innovation advisory services and innovation vouchers," Research Policy, Elsevier, vol. 51(6).
    16. Cai, Ya-Jun & Lo, Chris K.Y., 2020. "Omni-channel management in the new retailing era: A systematic review and future research agenda," International Journal of Production Economics, Elsevier, vol. 229(C).
    17. Mingyu Zhao & Jianguo Liu, 2021. "Study on Spatial Structure Characteristics of the Tourism and Leisure Industry," Sustainability, MDPI, vol. 13(23), pages 1-14, November.
    18. Jan Ženka & Josef Novotný & Ondřej Slach & Igor Ivan, 2017. "Spatial Distribution of Knowledge-Intensive Business Services in a Small Post-Communist Economy," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 8(2), pages 385-406, June.
    19. Veronika Belousova & Nikolay Chichkanov, 2016. "Knowledge-Intensive Business Services in Russia: 2014–2015 Crisis Aftermath," Foresight and STI Governance (Foresight-Russia till No. 3/2015), National Research University Higher School of Economics, vol. 10(4), pages 46-58.
    20. Fei Long & Kinshuk Jerath & Miklos Sarvary, 2022. "Designing an Online Retail Marketplace: Leveraging Information from Sponsored Advertising," Marketing Science, INFORMS, vol. 41(1), pages 115-138, January.

    More about this item

    Keywords

    Digital marketing; Search Engine Optimization; online visibility indicators; knowledge-intensive business services.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • L80 - Industrial Organization - - Industry Studies: Services - - - General
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aes:jetimm:v:1:y:2021:i:1:p:157-173. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.