การเปรียบเทียบบทบาทของค่าโฆษณาแบบดั้งเดิมและค่าโฆษณาแบบดิจิทัลในการสร้างมูลค่าธุรกิจ

ขวัญฉัตร วงศ์จันทร์ทิพย์

Abstract


งานวิจัยนี้มีวัตถุประสงค์เพื่อเปรียบเทียบผลของค่าโฆษณาแบบดั้งเดิม และค่าโฆษณาแบบดิจิทัลในการสร้างมูลค่าให้แก่ธุรกิจ ผู้วิจัยยังได้มีการนำปัจจัยที่อาจมีผลต่อความสัมพันธ์ระหว่างค่าโฆษณาที่มีผลต่อมูลค่าธุรกิจอันได้แก่ ความพึงพอใจของลูกค้า มาเป็นตัวแปรกำกับด้วย กลุ่มตัวอย่างที่ใช้ในการวิจัยครั้งนี้ประกอบด้วย บริษัทมหาชนในประเทศสหรัฐอเมริกา จำนวน 67 บริษัท...

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