To read this content please select one of the options below:

Business interest associations in the USA and Europe: evaluation of digital marketing techniques applied on their websites and social networks

José M. Ponzoa (Marketing Department, Complutense University, Madrid, Spain)
Andrés Gómez (Marketing Department and Market Research Department, ESIC University and ESIC Business & Marketing School, Madrid, Spain)
Ramón Arilla (Marketing Department and Market Research Department, ESIC University and ESIC Business & Marketing School, Madrid, Spain)

Journal of Enterprising Communities: People and Places in the Global Economy

ISSN: 1750-6204

Article publication date: 12 January 2023

278

Abstract

Purpose

This study aims to develop a proprietary indicator to measure the digital presence of the institutions: the digital presence index.

Design/methodology/approach

This research delves into how nonprofit institutions, specifically business interest associations (BIAs), have developed their internet presence by applying essential digital marketing techniques. To this end, and using big data mining tools, this study analyzes the tracking by internet users of 102 BIAs, with their respective websites in 36 countries in Europe and the USA. In addition, the presence and activity of the institutions included in this study on social networks are considered.

Findings

This research serves as a basis for discussing the current gap between social reality and the digitalization of institutions. In this sense, conclusions are drawn on the importance of managerial profiles in decision-making on digitization and the necessary knowledge that, together with Web and social network managers, they must have to articulate the means and techniques that promote the internet presence of the organizations they manage.

Originality/value

Conclusions are drawn according to the geographical scope of the BIAs, and an argument is made about the difficulties of connection and loss of prominence of this type of institutions among their different target audiences, especially among the youngest and most digitized.

Keywords

Acknowledgements

The authors appreciate Weloveroi® and SEMrush® for providing databases and information to carry out the study.

Funding: This research did not receive any specific grant from funding agencies in public, commercial or not-for-profit sectors.

Conflicts of interest: The authors declare no conflicts of interest.

Citation

Ponzoa, J.M., Gómez, A. and Arilla, R. (2023), "Business interest associations in the USA and Europe: evaluation of digital marketing techniques applied on their websites and social networks", Journal of Enterprising Communities: People and Places in the Global Economy, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JEC-10-2022-0164

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

Related articles