Internet Marketing

Instant Innovation: From Zero to Full Speed in Fifteen Years, How Online Offerings Have Reshaped Marketing Research

by Kirk Plangger

Co-authored with Colin Campbell and Michael Parent

This paper considers the contributions of the Journal of Advertising Research to online research. The authors first... more This paper considers the contributions of the Journal of Advertising Research to online research. The authors first identify those articles that contributed to the cumulative knowledge in this domain. A scoping review of the 1,930 papers published in the Journal yielded 126 papers that dealt with online research. Of these, 14 explicitly addressed issues with (and advantages of) online research. The authors summarize their findings, concluding that the Journal’s foresight in this field has positioned it well for understanding and exploiting the Internet. The authors further posit that the cumulative tradition built will be pivotal in the field’s evolution.

O papel dos pais e educadores na formação dos jovens quanto ao uso ético e construtivo da Internet

by Solange Barros

E-Business Model: A Content Based Taxonomy of Literature

by Gandolfo Dominici

Dominici G., 2012. E-BUSINESS MODEL: A CONTENT BASED TAXONOMY OF LITERATURE . International Journal of Management and Administrative Sciences. 1(7): 10-20.

The rapid worldwide growth of e-commerce and the resulting great interest on the digital business, caused a... more The rapid worldwide growth of e-commerce and the resulting great interest on the digital business, caused a proliferation of contributes by academics and practitioners, that identified
by different points of view, the fundamental concepts, codes and functions of e-business models.
The quantity and the variety of approaches adopted made the concept of e-business model fuzzy and vague, with little consensus about its ontology and definition. The relevance of the topic asserts a claim for the classification of contributions as a first step to a general definition of the concept of e-business model. This paper provides an integrated literature review of contemporary academic writings to ascertain and classify the various approaches to the study of e-business models. The literature examined is classified in a content based taxonomy which highlights the relevant characteristics of e-business model, emerging from the analysis of literature. The framework proposed points out some significant implications that are a first step for further research leading to a research agenda for further investigation on this topic.

The Power of Popularity: How the size of a virtual community adds to firm value

by Kirk Plangger

Customers are increasingly consuming and talking about products and services on online social networks. Thus, these... more Customers are increasingly consuming and talking about products and services on online social networks. Thus, these online brand communities have become more important to marketers in their quest to increase future sales through loyalty and customer acquisition. Social media environments, such as Twitter and Facebook, seem to increase consumer loyalty by increasing the popularity of the brand, allowing marketers another way of differentiating. This paper fills a gap in the marketing literature by examining the effect of online brand communities on firm value by using information from the 2010 and the 2006 editions of the Fortune 500 listing as well as key statistics from Facebook and Twitter. The regression models presented show that there is a positive relationship between social media investment and firm value, especially in mature, highly competitive industries, especially for business-to-consumer industries.

Sosyal Medyaya Panaromik Bir Yaklaşım - Bayram Karakullukcu

by Bayram Karakullukcu

The Formation of a Tourist Destination's Image via Information Sources: the Moderating Effect of Culture

by Professor Dimitrios Buhalis

Dolores M. Frías1,*, Miguel A. Rodríguez1, J. Alberto Castañeda1, Carmen M. Sabiote1, Dimitrios Buhalis2

The Formation of a Tourist Destination's Image via Information Sources: the Moderating Effect of Culture
more The Formation of a Tourist Destination's Image via Information Sources: the Moderating Effect of Culture

Dolores M. Frías, Miguel A. Rodríguez  J. Alberto Castañeda  Carmen M. Sabiote

Department of Marketing and Market Research, University of Granada, Spain


Dimitrios Buhalis

School of Tourism, University of Bournemouth, United Kingdom

Keywords:
destination image;culture;uncertainty avoidance;internet;travel agency
ABSTRACT
The present study aims to outline the growing importance of culture in the field of tourism. More specifically, it highlights culture as a moderating variable in pre-visit tourist destination image formation, through the information sources utilized by the tourist in the selection of a holiday destination (that is, travel agencies alone vs. travel agencies together with the Internet). For this purpose primary research used a multicultural sample of 371 tourists from different European countries. The results show that the formation of a destination's pre-visit image amongst tourists, based on the information sources they use, is moderated by the level of uncertainty-avoidance of their national cultures.

Study of Impact of Search Engine Optimization to Internet Marketing Strategy

by Achmad Nizar

Achmad Nizar Hidayanto, Moch. Sidhki Adha, Tisha Melia and Meganingrum Arista Jiwanggi.
Accepted for publication in International Journal of Asian Business and Information Management.

This research aims to explore free Search Engine Optimization (SEO) and social media plug-ins and compare their... more This research aims to explore free Search Engine Optimization (SEO) and social media plug-ins and compare their performance in increasing incoming web traffics. We create three publisher websites: the normal website without any SEO installed on it, the customized website with basic SEO configuration and social media plug-in, and the customized website with advanced SEO configuration and social media plug-in. We run and trace the website log for 4 and 7 months. Our findings show that SEO plug-ins are capable to increase traffic to publisher website. Social media plug-in provides additional benefit to bring traffic, however, the traffic is less significant compared to the one from search engine. These findings have implications to the following: (1) the organizations need to pay attention on the way they organize information in their website, (2) the introduction of search ability aspect for measuring service quality for web application.

Long Tail Tourism: New geographies for marketing niche tourism products

by Alan A. Lew

Published (2009) Journal of Travel and Tourism Marketing 25(3/4): 409-419.

The Long Tail concept refers to the Internet-based economy that has enabled company success through a focus on highly... more The Long Tail concept refers to the Internet-based economy that has enabled company success through a focus on highly specialized services and products that are not in high volume demand, but maybe in high-value demand. The concept of the post-tourist, for example, is a Long Tail phenomenon. Long Tail marketing approaches are proving success due to advances in communication technology and social networking that have given more people access to a broader range of goods and services and information. The Long Tail is not without its challenges, including increased global competition, and it has not abandoned geographic considerations. Geography, in fact, can help to differentiate niche products and must still be overcome to consummate the tourist experience.

KEYWORDS. The Long Tail, social software, marketing, geography, the Internet

Globalna promocija High Concept filmova - Hari Poter i Avatar/ Global promotion of High Concept Movies - Harry Potter and Avatar

by Maja Perovic

SOCIAL MEDIA, GREEK ENTERPRISES AND THE FINANCIAL CRISIS – SOME NEW RELATIONS?

by Eleni G

This paper focuses on the use of new forms of online marketing techniques by enterprises in Greece. Specifically, it... more This paper focuses on the use of new forms of online marketing techniques by enterprises in Greece. Specifically, it examines how marketing and advertising have changed due to the spreading use of the internet and web 2.0. In order to form an image of the situation in Greece today, we will present studies which have been conducted since 2008 depicting the situation. The findings are interpreted in relation to the financial crisis in Greece, which since 2008 has led to a decrease in enterprises’ sales and cutbacks in expensive areas such as marketing. Social responsibility is an area of study which arises as a potential way of dealing with the consequences of such a crisis. Social media is deemed a tool which can help enterprises increase their social responsibility.

Internet economics: When constituencies collide in cyberspace

by Lee McKnight

Content pricing in the Internet

by Lee McKnight

Come together, right now: We know somethingʼs happening, but we donʼt know what it is.

by Aram Sinnreich

Review of Henry Jenkins' "Convergence Culture." International Journal of Communication, 2007.

Ironically, given its title and theme, Henry Jenkins’ newest book, Convergence Culture: Where Old and New Media... more Ironically, given its title and theme, Henry Jenkins’ newest book, Convergence Culture: Where Old and New Media Collide, offers a maddeningly divergent range of ideas, arguments and anecdotes, without ever converging on a single point or conclusion. The book aspires at various junctures to cultural theory, techno-futurism, media criticism, subcultural anthropology, sociopolitical advocacy, and (perhaps most effectively, if most surprisingly) 21st century marketing manifesto. Unfortunately, the whole amounts to something less than the sum of its parts; despite many engaging passages, presented in Jenkins’ typically accessible and entertaining prose style, not one of these many germs of an idea comes to full fruition.

RACE AFTER THE INTERNET by Lisa Nakamura and Peter Chow-White (eds.) from Routledge Press

by Peter Chow White

http://www.routledge.com/books/details/9780203875063/

The Importance of Keywords

by Thunder Cow

An excerpt from WordPress 3 Search Engine Optimization, by Michael David.

Keywords are the currency of search optimization, and thus the currency of the new business environment.They are the... more Keywords are the currency of search optimization, and thus the currency of the new business environment.They are the words and phrases that millions of Internet users employ to find goods and services they need. They are the signposts that search engines use to store and retrieve web pages for search users. The Internet runs on words. Success in a search environment depends greatly on sound keyword research and skills. Capturing
search queries for the right phrases can bring phenomenal success. Likewise, capturing the wrong search terms might yield only lukewarm success.

Travelers' E-purchase Intent of Tourism Products and Services

by Robin Nunkoo

Journal of Hospitality Marketing and Management

The potential of tourism e-commerce can be fully exploited if the online purchase behavior of travelers is well... more The potential of tourism e-commerce can be fully exploited if the online purchase behavior of travelers is well understood.  This study tests a model predicting travelers’ intent to purchase tourism products and services online using data collected from travelers to Mauritius.  Results from the structural equation modeling analysis support seven of the eight proposed hypotheses.  Findings suggest that travelers’ perceived usefulness, trust, and perceived risks are determinants of attitude to e-purchasing which in turn significantly influences e-purchase intent.  Results also suggest that perceived ease of use exerts a significant influence on perceived usefulness and trust while the latter negatively influences perceived risks.  The managerial implications of the findings for online tourism and hospitality vendors are and the study’s limitations are discussed.  Some directions for future research are also presented.

Merz EAA Advances Ad Research Vol III 2012 Brand Equity Website

by Russ Merz

Digital advertising in mobile games: A conceptualization and description of typical features of mobile in-game advertising

by Jari Salo

Changes in advertising media and the increasing sophistication
of mobile technology are propelling the... more Changes in advertising media and the increasing sophistication
of mobile technology are propelling the advertising field forward
and have positively influenced the success potential
of different types of game advertising forms.
The purpose of this paper is to evaluate the current state
of mobile in-game advertising and then place it into the context
of the wider discussion evolving in the advertising field.
Mobile-games- based advertising can be seen as
one form of branded entertainment.
This study employs as its methodology a literature review
and synthesizes a framework for positioning mobile in-game
advertising in the wider field of advertising.
For academics, this paper identifies a number
of fruitful research opportunities.
For managers it provides insights on how to conduct
mobile in-game advertising.

Being Online: How the Internet is Changing Research for Consumers

by Ekant Veer

The last ten years have seen significant change in consumers’ lives; changes that are too numerous to document in one... more The last ten years have seen significant change in consumers’ lives; changes that are too numerous to document in one article. However, one change that has made, and continues to make, a difference to consumers’ behaviour is their interaction with the Internet and Social Media. In this article I discuss the role that the Internet has played in consumers’ lives as well as the importance of understanding consumers’ interactions online. By being online, consumers are able to live experiences that are far different from their offline interactions. I close with some predictions for consumer welfare and online interaction as well as a look to the future of Research for Consumers.

How To Profit With Social Network Websites-Popular And Makes Money

by Jennifer Blakesley-Olschefski