期刊名称：Informing Science: The International Journal of an Emerging Transdiscipline
印刷版ISSN：1547-9684
电子版ISSN：1521-4672
出版年度：2017
卷号：20
页码：195-214
DOI：10.28945/3852
语种：English
出版社：Informing Science Institute
摘要：Aim/Purpose: Professional companies selling persuasive-communication services via the World Wide Web need to be exemplars of effective informing practices. Their credibility is at risk if their websites do not excel in marketing message and use of medium. Their unique brands need to be expressed through website technology and content, or they cannot compete successfully. Background: Compares marketing communication consultants’ websites with expert criteria. Methodology: Content analysis of 40 advertising agency websites. Contribution: Links an evaluation of advertising agency compliance with expert website criteria to established branding constructs. Findings: Most small advertising agencies could improve their brand reputations through better compliance with experts’ recommended website design and content criteria. Recommendations for Practitioners: A hierarchy of recommendations for practitioners is offered, addressing ease and importance. Impact on Society: Clarity and credibility of message and medium improve our ability to practice effective informing. Future Research: Explore online communications of specialized populations such as digital marketing experts.
关键词：brand reputation; identity differentiation; message clarity; expertise and credibility
