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作者

Daphne Hagen;Anne Risselada;Bas Spierings;Jesse Willem Jochanan Weltevreden;Oedzge Atzema

来源

CITIES,Vol.123,Issue1,Article 103548

语言

英文

关键字

Place management partnerships;Digital marketing activities;Resource-based view;Shopping areas;Websites;Social media pages;Digital marketing channels

作者单位

Utrecht University, Department of Human Geography and Spatial Planning, Vening Meineszgebouw A, 3584 CB, Utrecht, the Netherlands;Amsterdam University of Applied Sciences, Faculty of Business and Economics, Fraijlemaborg 133, 1102 CV Amsterdam, the Netherlands;Utrecht University, Department of Human Geography and Spatial Planning, Vening Meineszgebouw A, 3584 CB, Utrecht, the Netherlands;Amsterdam University of Applied Sciences, Faculty of Business and Economics, Fraijlemaborg 133, 1102 CV Amsterdam, the Netherlands

摘要

In most shopping areas, there are place management partnerships (PMPs) that aim to increase the competitiveness of the area. Collective digital marketing activities, such as the adoption and update of collective websites and social media pages, provide opportunities in this regard. Currently, the extent to which digital marketing activities are being employed varies widely among PMPs. However, studies investigating the factors that influence the uptake of digital marketing activities are lacking. This study applies a resource-based view to fill this gap, using data from an online survey about collective digital marketing activities among 164 official representatives of PMPs in urban shopping areas in the Netherlands. Regression analyses were employed to examine the extent to which the resources of PMPs influence the adoption and update frequency of the two most often used digital marketing channels: websites and social media pages. The results revealed that while the adoption of collective digital marketing channels is strongly influenced by the physical resources that characterize the shopping area itself, the update frequency of these channels is influenced more by the organizational resources of PMPs. In addition, the strategic choice of PMPs to deploy human and financial resources for the benefit of collective digital marketing activities leads to increased use of these activities. This effect is reinforced by the fact that digital marketing skills gained through experience contribute to a higher update frequency of the adopted channels. As such, this study provides empirical evidence on the influence of PMPs shared resources upon their digital marketing activities.