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1. 1. Search Engine Marketing in SMEs : The motivations behind using search engine marketing

   University essay from Högskolan i Gävle/Avdelningen för ekonomi

   Author : Kamilla Fahlström; Caroline Jensen; [2016]
   Keywords : Search Engine Marketing; SMEs; Expectancy theory; Motivation; Website visibility;

   Abstract : Abstract   Title: Search Engine Marketing in SMEs Level: Final assignment for Bachelor Degree in Business Administration Authors: Kamilla Fahlström & Caroline Jensen Supervisor: Jens Eklinder Frick Date: 2016 January Purpose: The purpose of this study is to use Expectancy theory to describe and analyze small company owners’ motivations for their usage of Search Engine Marketing, in terms of their perceived Valence, Expectancy and Instrumentality. Method: To research the aim of this study a qualitative research approach was used. READ MORE