TY  - JOUR
T1  - Online Visibility and Knowledge-Intensive Business Services Performance: The Scope of Interrelatedness
JO  - Journal of Emerging Trends in Marketing and Management
VL  - I
IS  - 1
SP  - 157
EP  - 173
PY  - 2021
DA  - 2021/08/05
PB  - The Bucharest University of Economic Studies Publishing House
PP  - Bucharest, Romania
T2  - 
AU  - BORODAKO, Krzysztof
AU  - BERBEKA, Jadwiga
AU  - RUDNICKI, Michał
AU  - ŁAPCZYŃSKI, Mariusz
SN  - 2537-5865
DO  - 
UR  - http://www.etimm.ase.ro/RePEc/aes/jetimm/2021/ETIMM_V01_2021_52.pdf
KW  - Digital marketing
KW  - Search Engine Optimization
KW  - online visibility indicators
KW  - knowledge-intensive business services
AB  - 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 classification 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.
ER  -