Download or read book Essays on Internet Marketing written by Chunhua Wu and published by . This book was released on 2012 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: In my dissertation, I empirically investigate three prevalent forms of internet marketing in the web 2.0 era: search advertising, advertising networks and user generated content marketing.
Download or read book Three Essays on Internet Marketing written by Michael S. Trusov and published by . This book was released on 2007 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Essays on Internet and Network Mediated Marketing Interactions written by Liye Ma and published by . This book was released on 2011 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Critical Evaluation of Internet Advertising written by Marcella Vurro and published by GRIN Verlag. This book was released on 2010-02-02 with total page 24 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2009 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: very good, Liverpool John Moores University, course: Integrated Marketing Communication, language: English, abstract: The essay is focussing on a critical evaluation of online advertising. It examines different online advertising instruments, such as banner, websites, keyword advertising etc. and identifies the advantages and disadvantages of online advertising.
Download or read book Two Essays on Communication Effects of Internet Advertising written by Xiang Fang and published by . This book was released on 2004 with total page 298 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book THREE ESSAYS ON UNDERSTANDING AND OPTIMIZING DIGITAL MARKETING AND COMMUNICATION written by Heather Kennedy and published by . This book was released on 2020 with total page 151 pages. Available in PDF, EPUB and Kindle. Book excerpt: The evolving nature of the sport industry coupled with continually advancing technologies make it increasingly important to research and understand digital marketing and communication. This dissertation includes three essays that investigate digital marketing in the sport industry by considering the sport organization, context, and user as well as their interactions. Essay One critically examines the current use of Uses and Gratifications (U&G) Theory by examining what consumers do with sport social media. Findings from a qualitative analysis result in a proposed augmentation to U&G Theory to reflect that not all social media consumption is purposeful in nature, while also identifying a core set of motivations driving social media use. Essay Two identifies determinants of social media engagement using data mining techniques to unearth insights that can be leveraged by organizations to optimize marketing and communication strategies. Results inform the development of an updated Sport Experience Design (SX) framework to capture the complex and dynamic nature of sport consumption contexts. Finally, Essay Three examines advertising in multi-screen environments when the advertisement (ad) appears on the second screen, specifically considering the impact of timing on ad memory due to limited cognitive processing capabilities of consumers. Collectively, this research contributes to a deeper understanding of digital marketing and communication in sport management. This research lays a foundation for a stream of future work that will consider the intersection of information systems, consumer behaviour, marketing, and sports management, specifically, digital marketing and exploring the optimization and usage of mediated tools and techniques by organizations.
Download or read book Ch nge written by and published by Turner. This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Internet has so entirely transformed virtually all aspects of everyday life that it seems almost impossible to assess its impact. Here, 19 esteemed scholars from around the world tackle the topic from different angles. Manuel Castells, David Gelernter, Juan Ignacio Vázquez, Evgeni Morozov, Mikko Hyppönen, Yochai Benkler, Federico Casalegno, David Crystal, Lucien Engelen, Patrik Wikström, Peter Hirshberg, Paul DiMaggio and Edward Castronova address such matters as the "Internet of things"; the sociology of the Internet; cybercrime and Internet security; the future of work; the Internet and urban-rural sustainability; the "Worldstream and the Cybersphere"; gaming and society; the Internet's influence on languages and new economic systems; the massive changes wrought by the net in the music industry; and other aspects of its many cultural, social and political ramifications.
Download or read book Essays on Online Marketing Communications written by Lara Lobschat and published by . This book was released on 2013 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Three Essays on Digital Marketing written by Xia Liu and published by . This book was released on 2014 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Essays on the Role of Content in Digital Marketing Communications written by Verena Sander and published by . This book was released on 2019 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Marketing in a Digital World written by Aric Rindfleisch and published by Emerald Group Publishing. This book was released on 2019-09-19 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing in a Digital World consists of nine essays on how the digital revolution has affected marketing theory and practice. Leading marketing scholars, including several editors of premier academic journals, provide fresh insights for both scholars and managers seeking to enhance their understanding of marketing in a digital world.
Download or read book The Next Digital Decade written by Berin Szoka and published by TechFreedom. This book was released on 2011-06-10 with total page 578 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Buffy and Angel Conquer the Internet written by Mary Kirby-Diaz and published by McFarland. This book was released on 2014-01-10 with total page 221 pages. Available in PDF, EPUB and Kindle. Book excerpt: Buffy the Vampire Slayer transcended its cult-comic roots to achieve television success, spawning the spinoff series Angel and an academic movement along the way. This scholarly treatment takes a multidisciplinary approach to Buffy's fandom, which has expressed itself through fiction, videos, music, art, and other media. Ten essays analyze the sociology and anthropology of the fan community and how it uses the Internet to share its passion.
Download or read book From Little s Law to Marketing Science written by John R. Hauser and published by MIT Press. This book was released on 2016-01-15 with total page 497 pages. Available in PDF, EPUB and Kindle. Book excerpt: The legacy of a pioneer in operations research and marketing science.
Download or read book Two Essays on the Value of Marketing in the Digital Economy written by Minjee Sun and published by . This book was released on 2021 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Over the past three to four decades, explosive growth in data collection, storage, and processing has changed marketing practice substantially. For example, in business-to-business industries, advanced marketing analytics has supported salespeople's decision-making by providing predictions based on new types of information. Furthermore, companies can reach consumers and ask their opinions more easily. The first essay of my dissertation quantifies the impact of the availability of such information on the marketing-sales interface. While marketing analytics intended to aid salesforce decision-making has developed rapidly, there is little empirical understanding of how the adoption of such marketing analytics may affect sales performance. Using data from a global business-to-business information technology company, we provide empirical evidence that the adoption of a new marketing analytics tool improved salespeople's performance. By further exploring the outcomes by salespeople- and account-specific characteristics, we find that marketing analytics enabled high-performing salespeople to achieve greater sales from customers without recent transactions. In contrast, for low-performing salespeople, marketing analytics led them to winning more sales opportunities from accounts with recent transactions. Overall, marketing analytics empowers the high performers to reach a more balanced customer account portfolio and supports the low performers to seize the opportunities that might have been missed. Digitization has not only provided more information on customers but enhanced the means of communications between companies and their customers. The extant literature has explored positive behaviors that can occur after completing a survey, sometimes called the mere-measurement effect, but has neglected how the effect may depend on the valence of previous experience. In the second essay, we examine the impact of product performance on the mere-measurement effect using a unique natural experiment dataset from a securities brokerage company. Our results confirm mere-measurement effects in transaction intensity, transaction volume, and sales of other products. More importantly, the effects are greater for customers with negative pre-survey performance. The finding suggests that participation in satisfaction surveys leads to asymmetric positive effect. These results can help companies assess the return of resources invested in conducting surveys beyond the value of information and more accurately understand the relation between consumer behavior and marketing interventions.
Download or read book Essays on Social Media and Digital Marketing written by Jing Peng and published by . This book was released on 2016 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: For marketing managers, our findings provide insights on how to target customers in a directed network at a micro level and how to improve social advertising campaigns by better targeting and incenting potential endorsers.
Download or read book Webvertising written by SCN Education B.V. and published by Springer Science & Business Media. This book was released on 2013-11-11 with total page 251 pages. Available in PDF, EPUB and Kindle. Book excerpt: It is clear that the costs, strategies and effectiveness of Internet marketing differ greatly from conventional marketing. This book contains a wide range of white papers and case studies written by specialists, which inform you on how to exploit the new advertising trend. The information details the best strategies and will save you a great deal of time and money.
