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What is AIDA Model

Chapter 8
Management and Marketing for Improved Retail Competitiveness and Performance
A marketing communication model illustrating the four major linear and sequential steps regarding a customer’s purchase decision of a product or service, comprising attention (A), interest (I), desire (D), and action (A).
Published in Chapter:
Digital Transformation of Ticketing Services: A Value Chain Analysis of POPTICKET in Hong Kong
Sin Man Li (The University of Hong Kong, Hong Kong), Apple Hiu Ching Lam (The University of Hong Kong, Hong Kong), and Dickson K. W. Chiu (The University of Hong Kong, Hong Kong)
Copyright: © 2023 |Pages: 24
DOI: 10.4018/978-1-6684-8574-3.ch008
Abstract
Online event ticketing is booming, and the competition in the event ticketing industry is keen. This study analyzes the business environment of ticketing services platforms, especially for newcomers, to provide novel digital transformation solutions. This study selects POPTICKET Limited (PT) as a case for a small online business in Hong Kong. The authors apply the value chain analysis to systematically examine PT's operations and marketing strategies based on an interview with its co-founder and the information retrieved from its website. As a small business started three years ago, this study identified problems mainly caused by a lack of resources. Recommended digital transformation strategies include launching AI services, establishing delivery partnerships, and social media marketing based on the AIDA model. Scant literature has investigated the digitalized online ticketing industry, especially in the market of East Asia.
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Chapter 6
Integration of Cultural Retailing With New Technologies and Media: A Case Study of the Suzhou Antique Bookstore
A marketing communication model illustrating the four major linear and sequential steps regarding a customer’s purchase decision of a product or service, comprising attention (A), interest (I), desire (D), and action (A).
Published in Chapter: Integration of Cultural Retailing With New Technologies and Media: A Case Study of the Suzhou Antique Bookstore; From: Management and Marketing for Improved Retail Competitiveness and Performance
Full Text Chapter Download: US $37.50 Add to Cart
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