Дисертації: "Marketing of Internet communication"

1

Rakštys, Raimundas. "Darbo paieškos internetinių svetainių marketingo komunikacija elektroninėje erdvėje." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140604_150750-52588.

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Baigiamojo darbo tikslas – pateikti darbo paieškos internetinių svetainių marketingo komunikacijos elektroninėje erdvėje modelį. Magistro baigiamąjį darbą sudaro trys pagrindinės dalys. Teorinėje darbo dalyje analizuojama marketingo komunikacija elektroninėje erdvėje kaip tyrimų objektas. Išanalizuota marketingo komunikacijos elektroninėje erdvėje samprata, pagrindiniai komunikacijos elementai, komunikacijos tikslai ir paskirtis, veiksniai, lemiantys vartotojų pasirinkimą elektroninėje erdvėje. Analitinėje baigiamojo darbo dalyje pateikiami ir analizuojami atlikto kiekybinio tyrimo rezultatai. Analizei naudojami faktorinės analizės, inferencinės statistinės analizės, aprašomosios statistinės analizės bei loginės analizės metodai. Tyrimo rezultatų analizės pasekmėje suformuotos darbo paieškos internetinių svetainių marketingo komunikacijos kokybės dimensijos, atskleista suformuotų dimensijų svarba vartotojams, naudojami marketingo komunikacijos kanalai, nustatytos darbo paieškos internetinių svetainių marketingo komunikacijos kokybės spragos. Projektinėje darbo dalyje, atsižvelgiant į tyrimo rezultatų analizę, parengtas ir pristatytas darbo paieškos internetinių svetainių marketingo komunikacijos elektroninėje erdvėje modelis, apjungiantis internetinių svetainių marketingo komunikacijos elementų veiksmingumo ir marketingo komunikacijos kokybės užtikrinimo sprendimus, kuriuo rekomenduojama remtis organizacijoms, siekiant sumažinti nustatytas darbo paieškos internetinių... [toliau žr. visą tekstą]
The aim of the diploma paper is to elaborate online marketing communication elements’ efficiency and assurance of quality model regarding websites for job search. Diploma paper consists of three main parts. In the theoretical part of the paper, online marketing communication is analyzed as an object of research. The concept of online marketing communication as well as the main communication elements, purposes and objectives are determined. Moreover, factors influencing consumer online choices are revealed. In the analytical part of the paper, results of the quantitative research are presented and analyzed. The methods of factorial analysis, inferential statistical analysis, descriptive statistical analysis, and logical analysis are applied for the analysis of the research results. Online marketing communication quality dimensions and the importance of them to the customers regarding websites for job search are determined. Furthermore, online marketing communication channels used by the customers are revealed and marketing communication quality gaps are verified. In the third part of the paper, the model of online marketing communication elements’ efficiency and assurance of quality is elaborated regarding the analysis of the research results.

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2

Olander, Lena, and Rebecka Charpentier. "Internet : som kompletterande kommunikationskanal till Event Marketing." Thesis, Södertörn University College, School of Communication, Technology and Design, 2001. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-352.

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The aim of this essay is to examine how the Internet functions as a communication channel to Event Marketing. We have investigated what makes the Internet unique as a communication channel for events and how Internet has been used for event marketing. We have mapped fundamental theories within marketing, media, communications and human-computer interaction, which together describe event marketing. We have carried out case studies on two event-marketing projects where the Internet has played a major role. The first project was XCT which is a project developed by the company Eventum AB. The second project we used as a case study was TelecomCity-Live developed by the company Wildell Intergrerad Kommunikation. Information has mainly been gathered through qualitative interviews. In conclusion we found that the Internet is used as a complementary communication channel to Event Marketing. The Internet can in a unique way extend the event. Furthermore it is easier to communicate and interact with the target group. Internet is also a more cost effective communication channel than traditional communication channels such as mail outs. We also found that the capabilities of the Internet are not fully used since companies have not yet got the knowledge of its technical value and possibilities.

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3

Giglio, Fabíola Dezam. "Comunicação de marketing e cibercultura: um estudo exploratório sobre a comunicação de marketing no contexto dos meios digitais." Universidade de São Paulo, 2012. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-15042013-204751/.

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A Cibercultura ganhou notoriedade com as transformações da sociedade contemporânea, as quais foram impulsionadas pela popularização do acesso à Internet e a crescente disseminação dos meios digitais. Caracterizada principalmente pela descentralização, velocidade de acesso a informações e por processos colaborativos, a Cibercultura possibilitou aos consumidores um papel mais ativo no processo de comunicação, fato que, associado à característica de interconectividade da rede, vem provocando a perda do controle da mensagem por parte das organizações e desafiando conceitos clássicos e exigindo alterações significativas na dinâmica da comunicação de marketing. Neste sentido, o estudo aborda o tema da comunicação de marketing no contexto dos meios digitais, com o objetivo de discutir a complementariedade entre meios digitais e tradicionais. Para alcançar o objetivo proposto, a pesquisa foi dividida em duas partes: a primeira parte refere-se à revisão da literatura pertinente ao tema e a segunda parte à pesquisa empírica. A pesquisa empírica foi realizada com base no método exploratório e abordagem qualitativa, por meio de entrevistas semi-estruturadas com especialistas em comunicação digital. A investigação corroborou com muitos dos achados da literatura e adicionou novas perspectivas em relação à complementariedade entre meios digitais e tradicionais na comunicação de marketing. A investigação aponta que a integração entre meios digitais e tradicionais está começando a se desenvolver, devendo evoluir para atividades mais harmoniosas e eficientes em um futuro próximo.
Cyberculture gained notoriety along with the contemporary society transformations, which were driven by widespread access to the Internet and digital media.Mainly characterized by decentralization, agile information access and collaborative processes, Cyberculture allowed consumers a more active role in the communication process, fact which, combined with network interconnectivity, causes the loss of message control by organizations and challenges classical concept, requiring significant changes in the marketing communications operation. In this sense, the study addresses the issue of marketing communication in the digital media context, with the aim of discussing the complementarity between traditional and digital media. To achieve the proposed objective, the study was divided into two parts: the first part refers to the literature review and the second part to the empirical research.The empirical research was exploratory and had a qualitative approach; it was conducted through semi-structured interviews with digital communication experts. Research results validated many of the literature findings and added new perspectives on the complementarity between traditional and digital media.The investigation indicates that digital and traditional media integration is starting to develop, and should evolve into more harmonious and efficient activities in the near future.

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4

Wright, Bianca Maria-Teresa. "Games as communication: an analysis of advertising in South Africa." Thesis, Nelson Mandela Metropolitan University, 2012. http://hdl.handle.net/10948/d1012929.

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Games as a form of communication have been examined by academics in the fields of game studies, narratology and media studies, among others, but the use of games to communicate advertising messages has not been adequately explored within the South African context. The study sought to investigate the phenomenon of advergaming, purpose-built games designed to communicate an advertising message, in South Africa, and to develop a model for the use of advergaming as a viral marketing tool in this context. Using a hybrid approach, the study examined the way that advertising agencies currently use advergames as well as the effectiveness of advergaming as a means to communicate a message. The study presents the results of a national survey of advertising agencies in South Africa, a content analysis of existing advergames and an analysis of three semi-structured group interview experiments conducted using selected advergames. The findings point to the potential of advergaming as a message communication tool, but also highlight the challenges that may hamper the widespread use of advergaming in South Africa. It proposes the use of the mobile environment as a means to reach a wider South African audience and in that way, overcome some of the obstacles to advergaming adoption. In addition, the results identify aspects of advergames that seem to correlate with the effectiveness of message communication.

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5

Kašparová, Lucie. "Marketingová komunikace na Internetu se zaměřením na copywriting." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193821.

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This thesis aims to recommend the best communication mix and at the same time ways and content of communication for educational and similar kind of institutions. The first part of the thesis focuses on influence of the Internet on marketing and investigates options of communication tools which the institutions can choose from. The second part of the thesis covers a copywriting topic which means ways how to work with communication content. The next part focuses on real example of educational institution and its way of looking for the best communication mix with examples of issues which can occur in the real praxis. At the end the thesis summarizes important steps which together create instructions how to accomplish the best communication mix on the internet for educational institutions.

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6

Samková, Barbora. "Social media marketing českých mobilních operátorů." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-149848.

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The aim of this thesis is to analyze the possibility of presentation of the company in an environment of social media with a focus on Twitter, to determine whether the presence of the company in this environment can affect (positively) brand perception and finally to recommend how the company should communicate on Twitter. The theoretical part describes definitions and the basic principles of social media and social media marketing based on the knowledge gained from literature, surveys and statistics. In the practical part, the mentions of the brand are quantitatively and qualitatively analyzed, the long-term trend is then compared with the specific campaign. All this is complemented by a questionnaire survey, which aims to determine whether and how people communicate with brands via social media. The findings of this section, together with the experience in managing profiles on social networks are finally summarized in the recommendations of communication on Twitter.

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7

Kosorín, Dominik. "Využitie internetu v komunikácii spoločnosti Vitana, a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-10409.

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8

Hubková, Tereza. "Analýza využití vybraných online marketingových nástrojů pro začínající IT firmu na globálním trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193325.

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The main focus of this diploma thesis is on the analysis of selected online marketing tools for IT start-up company on global market. In the beginning, the thesis discusses the importance of internet in nowadays marketing and also introduces the selected online marketing tools with closer look at online advertising, social media, online PR, online direct marketing and sales promotion on the internet. It also touches options of measuring and evaluating efficiency of these instruments. Further on, it describes specifics of online marketing in perspective of local markets. Practical part of the thesis starts with introduction of the selected global IT start-up company, its competitors and then focuses on its marketing communication in detail. It elaborates on channels used to access company's website and make conversions. It also offers in-depth evaluation of online advertising and activities on social medias. The final part of the thesis depicts list of practical recommendations for further online marketing communication, which are based on previous analyses. These recommendations can be used also for other companies focusing on online marketing in global environment.

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9

Cilliers, Berdine. "The Internet as a medium in the achievement of corporate communication and marketing goals a descriptive study /." Diss., Pretoria : [s.n.], 2003. http://upetd.up.ac.za/thesis/available/etd-03092004-134931.

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10

Zelená, Veronika. "Analýza vybrané družstevní organizace z pohledu marketingového prostředí a komunikačního mixu." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76483.

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This thesis analyzes the marketing environment and marketing communication in the cooperative society Jas v.d. In this work, both propose measures that would be appropriate to implement the identified deficiencies, and also focus on the possibilities of internet communication in society.

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11

Vargová, Štěpánka. "Analýza komunikačního mixu vybrané firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9408.

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The dissertation is concerned with the analysis of the communication mix of the educational agency and publisher AMOS. The objective is to review present application of communication instruments and propose some modifications and utilisation of other instruments respecting the communication aims of the firm.

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12

Ullah, Md Mahbub. "Customers perceptions of the use of internet in the marketing communication: A case study of a retail laptop company." Thesis, Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-8046.

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The rapid growth of the Internet has provided tremendous opportunities for laptop companies to offer quality of customer service. The prime drivers and motivations for offering such customer service through the web are to reduce service costs and to provide efficient and effective service to customers. In the business of laptop RANGS electronics Limited (REL) is a new company which aims to achieve business excellence through quality product by satisfying customer expectations. But what are the marketing media essential for building a successful customer service operation in REL business? This paper addresses this specific issue by isolating the essential elements from the available literature, and assessing them individually from interviews to obtain better insights and understanding. The respondents were Swedish, Chinese and Bangladeshi students studying in Orebro and Karlstad University. In order to find a suitable media for the REL marketing of laptop, the data gathered was analyzed and compared groups of concepts related to the purpose and the research question. The result suggests that online service delivery has greater charm to customers for its low or limited levels of complexity. The three important concepts to establish the service into customers mind are developing speedy service, increasing customer affiliation through networking and engaging customer into product marketing. This could help REL to design and develop robust foundations on which to build successful customer service operations. The foundations between the service and e-business were sometimes confusing. This paper clarifies some of these opacities.

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13

Sloberg, Hanna, and Sara Nilsson. "Internal Marketing Communication : Alpha, a Machinery Business." Thesis, Karlstads universitet, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-73548.

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The aim of this study is to investigate the effectiveness of the internal communication, as a dimension of internal marketing, in a global multicultural company. The study was based on a conceptual model that is a miscellany of theoretical concepts of how to create effective internal marketing communication for global organizations. Through the investigation of the company referred to as Alpha, a quantitative study across six countries was conducted to further the knowledge on how to address the needs of internal customers and adjust the internal marketing strategy thereafter. A questionnaire was sent to a random sample, with a response rate of 215 employees that together reflected the total population of 2831. Through the usage of ANOVAs, the findings displayed significant differences of how the employees in all countries perceived the internal communication at Alpha. The study also compared differences within two countries where there was enough data to investigate differences between categories of employees, these results were not significant. In general, it can be said that the results were grouped by the differences of the three European countries against the three non-European countries. Another prominent finding was that China was separated from the other countries, this was also the instance collectively shown for Sweden and Finland as they were often grouped together. The implications are that possible differences in business culture may have affected these results, which further studies need to investigate. The results jointly report that the internal customers are not satisfied with the internal communication. The conclusion is that the needs of the employees at Alpha should be addressed much further, as a part of the company internal marketing communication strategy.

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14

Murphy, Melvin Murphy. "Internal Strategies for Assessing Organizational Communication Channel Effectiveness." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/3406.

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Evolving communication technology, the increased volume of information needed by businesses, and the intensified competitive environment have made internal company communication more critical to business success. The purpose of this multiple case study was to explore strategies used by managers and leaders of 3 law firms in the Commonwealth of Virginia for assessing the effectiveness of their organization's internal communication channels. The participating firms were recognized by their peers as being exceptionally well-managed. Data from interviews and company documents were analyzed through the conceptual lens of the channel expansion theory and the use of software coding to identify patterns and themes. Three important themes emerged: informal assessment strategies, indirect assessment strategies, and efficient versus timely assessments. The first theme suggested the effectiveness of an informal assessment strategy, depending on the size and complexity of the organization. The second theme reflected the effectiveness of an indirect assessment for organizations that lack the resources to support a more direct and specific assessment process. The third theme reflected the participants' perceptions of informal and indirect assessments may be more efficient, the feedback from the assessments are often less timely. Managers may consider these themes in formulating communication policies. The findings of this case study may have implications for positive social and economic change. Small professional service firms, such as legal firms, provide important services to individuals, families, and businesses in their community.

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15

Nothnagel, Bianca Lizelle. "Internet marketing communications a content analysis of the web sites of graded South African lodges /." Diss., Pretoria : [s.n.], 2006. http://upetd.up.ac.za/thesis/available/etd-10172006-174531.

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16

Kellam, Lydia. "WEBBENS VINNARE : - en studie om kommunikation och konsumtion på Internet." Thesis, Uppsala University, Media and Communication, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-7798.

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- ABSTRACT –

Title: Winners of the Web ( Webbens vinnare)

Number of pages: 35 (including enclosures)

Author: Lydia Kellam

Tutor: Else Nygren

Course: Media and Communication Studies C

Period: Fall Semester 2006

University: Division of Media and Communication, Department of Information Science

Purpose: The aim of the research paper was to see Internet and the digital techniques impact on marketing communication and consuming behavior on the Web. By understanding the relationship between marketing communication and consumer behavior my intentions were to comprehend how consumer behavior on the web could be understand. The purpose of this paper is to understand how different marketing activities on the Internet are followed by consumption.

Material/Method: By using focus group interviews I wanted to study how individuals act on the Internet. How different activities such as communication and participation on the web could lead to consumption on the Internet. As a method, focus group interviews capture the social interactions and participants affect each other. The social effect, in particularly, gained the results and the analysis of this paper.

Main Result: Consumer on the Internet experience that commercial messages on the Web are overloaded, and use consumer powered sites an alternative. Consumer driven websites increases and so is the influence of the consumer,since users on the web reject the commercial messages, a strategy where the interaction between companies and consumer is supportive for both parties is demanded. There fore a more individual aim on the marketing communication on the Internet is required. For example commercial messages that are directed to a specific consumer, and that relate to the interactive possibilities on the Web.

Keywords: Internet, New Media, Web 2.0, Marketing Communication, Computer Mediated Communication, Consumer behavior, Social Interactions, Digital marketing, Digital consumption.

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17

Borovko, Andrej. "Keramikos pramonės internetinio marketingo plėtros modelis." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2008. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2008~D_20080627_083358-14730.

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Baigiamajame magistro darbe „Keramikos pramonės internetinio marketingo plėtros modelis“ analizuojamos keramikos pramonės internetinio marketingo modelio tobulinimo galimybės, teoriniai internetinio marketingo modeliai, įvertinamos internetinio marketingo komunikacijos priemonės, jų privalumai ir trūkumai, remiantis Lietuvos ir užsienio IMM žvalgomaisiais tyrimais sukuriamas keramikos pramonės internetinio marketingo plėtros modelis. Pirmoje teorinėje dalyje analizuojama informacinių technologijų plėtra, įtaka verslui. Analizuojami el. verslo modeliai, internetinio marketingo komunikacijos priemonės, internetinio marketingo principai. Atlikta antrinių šaltinių analizė įrodo internetinio marketingo svarbą verslui ir palankias plėtros perspektyvas. Antroje dalyje analizuojama Lietuvos keramikos pramonės padėtis, atliekama Lietuvos ir užsienio keramikos pramonės įmonių IMM analizė. Tyrimų rezultatai parodo, kad užsienio įmonių internetinis marketingas yra pažangesnis negu Lietuvos įmonių. Užsienio modeliai nuo Lietuvos skiriasi tuo, kad yra didesnis internetinio marketingo komunikacijų skaičius ir platesnė įgyvendinimo formų įvairovė. Trečioje dalyje, remiantis žvalgomojo tyrimo rezultatais, formuluojamas Lietuvos keramikos pramonės internetinio marketingo plėtros modelis, nustatomi internetinio marketingo komunikacijų ir IMM efektyvumo kriterijai. Siūlomas keramikos pramonės internetinio marketingo plėtros modelis, kuris turėtų pagerinti internetinio marketingo veiklą įmonėse... [toliau žr. visą tekstą]
In degree work „Model of development of internet – marketing in a ceramic industry“ ways of perfection of model of Internet - marketing to a ceramic industry, theoreticals models of Internet - marketing are analyzed, ways of communication in Internet - marketing, their advantages and the lacks are estimated, the executed analysis Lithuanian and foreign models of Internet - marketing allows to formulate model of development of Internet - marketing in a ceramic industry. In the first part development of information technologies, their influence on business are analyzed. It is analyzed electronic models of business, ways of communication in Internet - marketing, principles of Internet - marketing. The executed analysis of the secondary data proves importance of Internet - marketing for business and positive prospects of development. In the second part position of the Lithuanian ceramic industry is analyzed, to be made the analysis of model of Internet - marketing in the Lithuanian and foreign firms. Results of research show, that the model of Internet - marketing in foreign firms is more advanced than in the Lithuanian firms. Foreign models from Lithuanian differ that they use wider quantity of ways of communication in Internet - marketing, and also use more ways of realization of these ways. In the third part, being based on the lead researches, the model of development of Internet - marketing in the Lithuanian ceramic industry is formulated, criteria of efficiency of... [to full text]

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18

Trávníčková, Tereza. "Digitální marketing jako součást komunikačního mixu." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-197292.

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This master thesis aims to define the position of digital marketing within the communication mix, and via data analysis show its changing role in the course of time. At the same time, the thesis presents major trends in information and communication technologies influencing the field of marketing.

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19

Aruleba, Samuel Olasehinde. "The internet as a retail marketing communication channel for identifying market opportunities for UK grocery retailers." Thesis, London South Bank University, 2009. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.618683.

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This study explores the suitability and the potential of the Internet as a retail marketing communication channel for the UK-based grocery retailers. Grocery retail chains have grown in relative importance since they become commonplace in the UK. This study examines three related aspects of marketing via the Internet including: the Internet as a retail marketing tool; the Internet as a retail marketing communication medium; and the Internet as a retail marketing distribution channel. These three examined aspects in the study are significantly important in successful marketing via the Internet. The purpose of the study is to examine the nature of UK grocery retailing on the Internet. The primary aims are to develop an understanding of how the Internet is used by the UK grocery retailers to interact with consumers and to explore the extent of its adoption within the UK grocery retail sector. The main objectives are: (i) to assess the general extent of the Internet adoption by the UK grocery retailers in order to understand whether the type of grocery retail marketing activities undertaken influences this. (ii) to investigate whether the extent of the Internet adoption by the UK grocery retailers is dependent upon the size of retail operation, in terms of the number of total retail outlets. Therefore, the study developed from the previous works in this area focuses on the achievement of the main objectives. Since the examination of existing literature shows that previous works do not assess the effectiveness of the Internet as a retail marketing communication channel for grocery retail marketing; and from the perspective of consumer, this study fills these gaps by using the Internet to identify market opportunities for grocery retailers. In order to collect the data, the Corporate Intelligence on Retailing was used as the source of data, because it included all of the large retail organisations as well as those with a significant on-line presence. Those websites of the UK's leading retail organisations were identified. The UK's grocery retail organisations selected were based on the presence of a registered URL; website activity validation, and website review procedure. This method ensured that the collection of data was conducted in a rigorous and consistent manner. Both the fundamental principles that govern the Internet and the retail marketing communication dyad have been evaluated. The findings highlight the difficulty of acquiring a sustainable competitive advantage via the Internet resulting from the necessity for grocery retail-specific structures, the derived nature of consumer demand for grocery, security concerns, the presence of structural impediments in shopping via the Internet, and the transaction-versus-process-based use of the Internet in grocery retailing. The major contribution of this study therefore is the identification of structural changes to the UK grocery retail market, which consequently harmonises all the grocery retailers and those factors underpinning the adoption of the Internet by the UK's leading grocery retailers that help to strengthen their competitiveness and allow sustainability in the grocery retail market.

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20

Mangolothi, Brightness. "The use of social media for marketing and communication purpose in institutions of higher learning." Thesis, Nelson Mandela Metropolitan University, 2012. http://hdl.handle.net/10948/d1019698.

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Social media have become a widely used tool to communicate with the orgnisations stakeholders. Institutions of higher learning are also venturing into this new way of marketing and communication. This study intended to determine how South African institutions of higher learning are using social media for marketing and communication purposes. Firstly, a literature study was conducted to gain an understanding on how social media are used. Further an empirical study was conducted, which consisted of two phases. The first phase was a case study on NMMU and Stellenbosch University. Structured-interviews, focus groups and observation were used to collect data from the cases. The collected data were then used to construct a questionnaire that was used for a survey. The survey was distributed to all 23 universities, 50 public FET colleges and the 200 private FET college. 92 institutions responded to the survey. The findings prove that there are various opportuntities and challenges in using social media although it should be stressed that the opportunities outweigh the threats. There is no visible difference between colleges social media implementation in relation to institutions of higher learning. Most institutions use more than one social media tool. Facebook is the most widely used social media followed by Twitter, YouTube and LinkedIn. Flickr, MXit, Google+ and Blog are the least used social media. The observations of the NMMU and Stellenbosch University show that these two institutions are striving to engage with their target audiences. Although the institutions are using social media, some of the concerns are that institutions are not measuring their social media use. For those who are measuring, most depend on the free measurement tools which focus only on the quantitative measure. The governance of the social media use is none existent. Most respondents stated that they do not have a policy or guidelines informing social media management. Most of the respondents felt that they want to use more social media tools in future although some of the challenges alluded to were lack of capacity, human resources and budget.

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21

Lasak, Christopher Edward. "The influence of motives of sports fans on affinity for television, Internet, radio, and newspapers." CSUSB ScholarWorks, 2001. https://scholarworks.lib.csusb.edu/etd-project/1746.

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This study investigated the relationship between motives of sports fans, and affinity for television, Internet, radio, and newspapers. Specifically economic, aesthetic, eustress, self-esteem, group affiliation, entertainment, and family motives all were expected to influence affinity for television, Internet, radio and newspapers.

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Welsh, Heather B. "An analysis of international public relation specialists and their use of the Internet for advertising and information gathering." Scholarly Commons, 1998. https://scholarlycommons.pacific.edu/uop_etds/2328.

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This study examines the types of and frequency with which computer-mediated communications (CMC) services are used by international public relations (PR) specialists for advertising and information gathering and the judged effectiveness of these services. International PR specialists were surveyed to identify the types of and frequency with which CMC services were used for advertising and information gathering. Services focused on World Wide Web (V./WW) pages, electronic mail (e-mail), Internet search engines, and large commercial on-line services. This study also focused on: the use of the Internet for advertising, the judged effectiveness of using CMC for information gathering, the possible differences in the use of CMC between PR specialists from small large firms and a comparison of judged effectiveness based on firm size. A summary of CMC services was included to provide background information. The results indicated fairly high usage for information gathering and a lack of agreement regarding the effectiveness of CMC for advertising. No significant differences of type or frequency of usage were found when comparing small firms and large firms.

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Proença, Inês Marto. "Planeamento de comunicação em contexto de Business to Business (B2B) : plano de comunicação integrada de marketing para a empresa Sigma Quadrado." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14651.

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Mestrado em Marketing
Este trabalho consiste num plano de comunicação integrada de marketing para uma agência de publicidade especializada no canal internet, e tem como principal objetivo (1) aumentar a taxa de fidelização dos clientes, mantendo 50% dos clientes existentes, no ano de 2018 (2) aumentar em 60% o número de novos clientes, e por fim (3) alinhar o posicionamento percecionado com o desejado pela empresa. De modo a atingir estes objetivos, e de acordo com a estratégia definida, foram escolhidas várias áreas de atuação, como a comunicação interna, comunicação online, social media, publicidade, vendas pessoais e new business, parcerias e database marketing CRM.
This research paper consist of an integrated marketing communication plan for an advertising agency specialized in the internet channel. The main objectives is (1) to increase customer?s loyalty rate, by maintaining 50% of existing customers in 2018, (2) increase the number of new clients by 60% and finally (3) align the perceived position with the desired by the company. In order to reach this objective, several areas of action were chosen, such as internal and online communication, social media, advertising, personal and new business sales, partnerships and database marketing CRM.
info:eu-repo/semantics/publishedVersion

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24

Olejová, Jana. "Internetový marketing vybranej spoločnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-234370.

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Diplomová práca sa zaoberá súčasnými prístupmi a praktikami Internetového marketingu. Cieľom práce je voľba a následná aplikácia nástrojov online marketingovej komunikácie, ktorými by sa zvýšilo povedomie o značke vybranej spoločnosti. Preskúmaním jednotlivých nástrojov internetového marketingu, práca navrhuje online komunikačný mix firmy s využitím sociálnych médií a online reklamy.

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Ehrenberg, Karla Caldas. "COMUNICAÇÃO MERCADOLÓGICA EM CELULARES: um panorama do mobile marketing brasileiro." Universidade Metodista de São Paulo, 2011. http://tede.metodista.br/jspui/handle/tede/929.

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Made available in DSpace on 2016-08-03T12:31:17Z (GMT). No. of bitstreams: 1 Karla Caldas.pdf: 3995021 bytes, checksum: f06d4d49642268ac6d06cb26439f0bea (MD5) Previous issue date: 2011-02-15
Coordenação de Aperfeiçoamento de Pessoal de Nível Superior
The main aim of this research is analyzing the marketing communication processes that use mobile phones as publicizing platform. The research intent is to know which mobile marketing practices has been carried out in Brazil and how developed contents for mobiles are used in business disclosure. The connected young consumer s characteristics, drawing attention to their self-assurance to transit in new media, and companies forms to communicate with these consumers are part of the subject broached in this study. In depth interviews with professional s area were used as methodology for this qualitative research of exploratory character and the bibliography and documentary resources were served as basis for analysis of interviews. The research has identified that movable communication universe is fundamental to develop campaigns that provide experience with brands and offer relevant contents for consumers. Nevertheless, some technological hurdles do not allow at the moment that actions be expanded to all the Brazilian consumers who have a cellular phone.
O objetivo principal dessa pesquisa é analisar os processos de comunicação mercadológica que utilizam os celulares como plataforma de divulgação. É intenção da pesquisa conhecer as práticas de mobile marketing realizadas no Brasil e a forma como os conteúdos desenvolvidos para celulares são utilizados na divulgação empresarial. As características dos jovens consumidores conectados, com destaque para a desenvoltura com que transitam nas novas mídias, e as formas como as empresas se comunicam com esses consumidores também fazem parte dos temas abordados neste estudo. Entrevistas em profundidade com profissionais da área foram utilizadas como metodologia para essa pesquisa qualitativa, de cunho exploratório, e os levantamentos bibliográfico e documental serviram como base para a análise das entrevistas. A pesquisa observou que no universo da comunicação móvel é fundamental desenvolver campanhas que proporcionem experiência com as marcas e ofereçam conteúdos relevantes aos consumidores. Contudo, alguns entraves tecnológicos não permitem que, até o presente momento, essas ações sejam expandidas para todos os consumidores brasileiros que possuem um celular.

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Kopl, Martin. "Specifika chování čínského spotřebitele jako uživatele internetu." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-11404.

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The diploma describes the mentality of typical Chinese consumer and tries to show pros and cons of marketing communication with him. The thesis also contains many real cases which should illustrate the findings. The main medium for communication we elaborate in this thesis is internet. The internet as a relatively new medium and has a big potential for a new generation of young Chinese consumers, who use internet as their main communication and information tool.

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27

Jankovič, Zdeněk. "On-line marketing - princip aukce mění svět reklamy." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16985.

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Diploma thesis 'On-line marketing - Principle of an auction changes the world of advertising' is about internet as a medium, on-line commercial communications, search engines and performance marketing. This thesis is divided into three parts. First part is about internet as a medium and actual situation on the Czech internet market. Second part describes a marketing communication mix on the internet, forms of online advertisement and pros and cons of online advertising. Third part deals with an advertisement within the frame of search engines. This part is also about PPC systems and SEM (Search Engine Marketing). Contribution of this thesis lies in info how to use the internet for propagation.

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Zbořilová, Lucie. "Návrh marketingového mixu pro systém SMSbrána." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2013. http://www.nusl.cz/ntk/nusl-224135.

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The subjekt of the master’s thesis „Proposal of the marketing mix for the system SMSbrána“ is to define individual instruments of the marketing mix with an focus on the marketing communication on the internet and it’s use for the system SMSbrána. The thesis consist of free sections. The first part explains the basic concepts of marketing mix, on which is the second part based. I have done an analysis and product specification in the analytical part. This helped me to define main shortcoming of the system. I proposed recomendations to eliminate shortcoming in the third part.

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29

Tong, Meng Io. "Mobile product purchase and payment through QR Codes." Thesis, University of Macau, 2017. http://umaclib3.umac.mo/record=b3691620.

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Matyášová, Lenka. "Komunikační mix fitcentra." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224406.

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This dissertation deals with marketing issues in sport, focused mainly on the fitness center. There are investigated the current communication mix of small fitness center including its services. After finding out the current state of the communication mix, followed by a proposal for its improvement, which is focused mainly on advertising and sales promotion. This proposal will leads to obtaining a higher number of clients, to increase public awareness in the city and its surroundings and all of this will lead to higher competitiveness.

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31

Roshchina, Polina. "Návrh zlepšení internetového marketingu pro vybranou B2B společnost." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-414485.

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The focus of this thesis is the analysis and evaluation of the marketing tools that are currently being used by a specific international company and a proposal for improving the efficiency of their methods. The company has a few branches in Europe, Asia, North and South America and provides B2B services in the Language Service Provider (LSP) industry.

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32

Yang, Xiaofang. "Viral Marketing: A New Branding Strategy to Influence Consumers." Thesis, Université d'Ottawa / University of Ottawa, 2012. http://hdl.handle.net/10393/20660.

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The rapid penetration of the Internet and the prevalence of various social media facilitated by new technologies provide new opportunities for how marketing techniques are developed and refined. The creation of viral marketing has been driven by technological innovations and cultural changes. Responding to marketing trends and catering to consumers’ psychological demands and behavioral changes, viral marketing represents the latest online customer-centric marketing (Shukla, 2010). Extending the advertising effects of word-of-mouth (WOM) communication and Internet marketing, viral marketing has demonstrated considerable success and utility in a promotional phase and development process of a product and/or service. This study intends to illustrate the benefits and challenges of viral marketing. The effects and concerns with the adoption of viral marketing are reinforced by previous research and findings from marketer and consumer focus groups. This thesis will contribute to building a theoretical and empirical foundation for viral marketing research and professional practice.

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Parmová, Lucie. "Online marketing a jeho uplatnění v rámci vybraných subjektů cestovního ruchu." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205217.

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The thesis analyzes the selected entity in tourism and explores the use of online marketing tools in its activities, in which especially their own website and official page on the social network Facebook play a crucial role. The aim of this work is on the basis of statistical data and analysis to assess the use of online marketing tools of chosen subject. On the basis of these information will be given some recommendations for improving its online marketing communications. The theoretical part focuses on the history of the Internet and the development of Internet users. Internet is compared with traditional advertising media and also some forms of online marketing are presented. The selected entity is exploring working with online marketing tools and it is analyzed their successful use.

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Chaouky, Malika. "Marketing interne et communication interne : deux paradigmes au service du management des entreprises marocaines." Toulouse 1, 2007. http://www.theses.fr/2007TOU10018.

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Le sujet de cette thèse porte sur la communication organisationnelle. Il s'agit de nous interroger sur la communication organisante au sein des entreprises. Comment la communication sert le management, quelles sont ses imbrications, ses interactions, la coopération des acteurs, la coordination des activités et son lien avec la stratégie. La communication organisationnelle peut être appréhendée comme un phénomène complexe, mettant en exergue les interactions des individus où la réalité est co-construite par les acteurs. C'est dans ce cadre que nous avons tenté d'explorer la communication organisationnelle des plus grandes entreprises marocaines. Ces processus de communication seront appréhendés au sein des entreprises grâce à deux concepts nomades : le marketing interne et la communication interne. Le marketing interne est un concept polysémique, ambivalent. Il s'inscrit dans le paradigme relationnel. Le marketing interne est opérationnalisé par la fonction communication interne qui a plusieurs missions. Elle sert la stratégie et accompagne le changement. La communication interne est-elle véritablement organisante ? Tel a été notre questionnement tout au long des ces travaux de recherche. La fonction communication interne est bien ancrée au sein des grandes entreprises marocaines. La modélisation de la fonction communication interne au Maroc a permis de dégager quatre phases de développement allant du satde le plus rudimentaire au stade le plus avancé. Nous avons comparé par la suite notre étude au modèle français de communication interne pour dégager les similitudes et les divergences tout en intégrant les diversités culturelles
The topic of this thesis is about organisational communication. Its aim is to question ourselves about the type of communication that organises companies. How does the communication serve management, what are its overlaps, its interactions, the co-operation of the different parties, the coordination of the activities and how is it linked to the strategy. The organisational communication can be apprehended as a complex phenomenon that puts forward the interactions of individuals in a reality that is also created by the different actors. These communication processes wil be apprehended inside the company thanks to two concepts : internal marketing and internal communication. Internal marketing is a polysemous, concept ambivalent. On the operatioanl level, internal marketing is done through internal communication. Is internal communication truly organizing ? That was our questioning throughout this research. Internal communication is well anchored within the largest Maroccan companies. The modeling of the internal communication function in Morocco made it possible to release four phases of development, from the most rudimentary stage to the most advanced one. We compared thereafter our study to the internal communication French model, to establish the similarities and the differences, by integrating cultural diversities. This first research on the professionalisation of internal communication in Morocco deserves to be continued in order to extend it to a larger number of companies for a better assesment of the general trends in this field

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Křivánková, Renata. "Návrh na rozšíření marketingových aktivit s důrazem na internetový marketing." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224791.

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This thesis deals with the issue of marketing activities within the selected company. In the practical part there are suggestions and recommendations made on the basis of theoretical grounds and complex analysis. They are supposed to lead to brand building, improving the situation on the market and to attracting customers. In the practical part there is also a marketing campaign plan using modern marketing tools.

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36

Mandát, Jakub. "Marketingová komunikace v prostředí sociální sítě Facebook." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-162849.

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Social networks are undoubtedly a phenomenon of the present time. They attract an increasing number of users and therefore the attention of all need to communicate with users -- companies, institutions, government, and politicians. Marketing specialists are interested in social networks even more because they offer a great opportunity to present a new product or service and a new way to communicate with potential customers. Particularly Facebook drives extraordinary attention of advertisers. The ambition of this thesis is to help with orientation on social networks and mainly on Facebook, to present options that social network offers to advertisers and to evaluate some of the best practices of Facebook advertising including an evaluation of its success.

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Mehra, Vikram. "Online Marketing in Small and Medium sized companies." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76923.

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Online marketing plays a significant role in business and the World Wide Web has proven to become a platform for success for many enterprises and industries. The advantages that comes with the use of the internet platform for the marketing goods and services makes it imperative for Small and Medium Enterprises (SMEs) to adopt, in order to stay competitive in the fast changing global market. The main objective of this study is to explore the dynamics of the Internet in connection with (SMEs). The case study approach is used in this study. Hence, this thesis provides an analysis of the internet marketing strategy in the company NWT a.s. and its e-shop Patro.cz. The study found that, the internet as a marketing tool can enhance customer relationship and enable SMEs in particular to maintain close contact with their customers and provide them with a compelling shopping experience so as not to lose them to other competitors.

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Zilvar, Adam. "Marketingová komunikace banky na sociálních sítích." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-197295.

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The diploma thesis is concerned with marketing communication of a bank on social networks. The aim of the thesis is to identify the possibilities of marketing promotion on social networks and thereafter perform an analysis of current communication of Česká spořitelna and based on it provide suggestions for improvements. The communication on social networks is a relatively new a dynamically developing area and companies devote increasingly larger parts of the marketing budgets to this form of communication. The benefits of this work are therefore a summary of new findings in this field, overview of forms of promotion on Facebook and Twitter and evaluation of communication of Česká spořitelna using comparison with an internet bank Air Bank and using best practices. At the end of the thesis I present suggestions for improvements of communication of Česká spořitelna on social networks.

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Reinaker, Andrew Dennis. "INTERNAL CUSTOMER VALUE CREATION AND COMMUNICATION CHOICES." Diss., Temple University Libraries, 2017. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/465702.

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Business Administration/Marketing
Ph.D.
Understanding why organizational stakeholders choose to communicate company-relevant information to others in their network is an area of ongoing interest to both academics and practitioners. This dissertation advances internal marketing literature by conceptualizing employees as internal customers and modeling their communication behaviors as value exchanges. Communication choices were hypothesized to be based on the perceived values of available communication options, deriving influence from both employee internal characteristics and situational variations in the decision context. This framework was applied and analyzed within two contexts. The first essay examined the dynamics of internal customers’ propensity to “blow the whistle” on peer misconduct to organization higher-ups. These studies revealed that employees disclosed or withheld firm-damaging information based on the social and functional value characteristics presented in available communication options. The second essay examined the motivating factors behind front-line employees’ decisions to convey brand information to external customers. These studies showed that employees were driven by factors affecting the perceived intrinsic value of engaging in discussions about the brand topic, as well as the perceived extrinsic value of rewards expected as a result of having such customer interactions. Overall, this dissertation suggests that companies may enable the diffusion of company information by creating conditions that increase employees’ perceived value of engaging in brand communications.
Temple University--Theses

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40

Seignour, Bernadette. "Marketing interne et communication interne : légitimité et pratiques. Le cas des entreprises de service public." Montpellier 2, 1998. http://www.theses.fr/1998MON20022.

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Le marketing interne et la communication interne designent tous deux des modes de coordination intra-organisationnels. Or, ces deux notions sont floues et polysemiques ; le marketing interne, tout particulierement, est, aujourd'hui encore, un concept en quete de legitimite. Le premier objectif de cette these reside donc dans la clarification conceptuelle du marketing interne et de la communication interne ainsi que dans l'explicitation de leurs presupposes, de leurs fondements, de leurs buts. Le second objectif consiste a analyser les implications manageriales et organisationnelles de la dimension communicationnelle du marketing interne a partir d'une etude empirique - effectuee dans trois entreprises de service public, france telecom, la poste et la sncf - des representations des dirigeants, de leurs discours et des pratiques de communication interne.

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41

Sarrouy, Olivier. "Faire foule : organisation, communication et (dé)subjectivation à l'ère hyperindustrielle." Thesis, Rennes 2, 2014. http://www.theses.fr/2014REN20043/document.

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Cette thèse vise à examiner les formes de l'action collective et de l'être-avec tendanciellement imposées par l'hégémonie du crowdsourcing. La notion de crowdsourcing désigne l'appropriation des mécanismes collaboratifs du web 2.0 par des secteurs d'activité originellement étrangers à son influence : design de vêtements, conceptionde biens durables, ingénierie de véhicules, challenges sociaux, etc. Tandis que la plupart des travaux se penchant sur ce phénomène se tient au dedans d'un cadre conceptuel emprunté à l'économie politique, cette recherche s'efforce plutôt d'examiner la spécificité des régimes organisationnels et interactionnels propres à cesplateformes : ce sont ainsi les processus de subjectivation individuelle et collective qu'informent ces dispositifs qui suscitent ici l'intérêt de la recherche.Cette réflexion s'articule autour de cinq axes d’analyse distincts. Un axe économique d’abord, visant à re-situer l’actuelle hégémonie de ces dispositifs au plus près des dynamiques de long terme du capital. Un axe organisationnel ensuite, examinant l’inclination de ces plateformes à suspendre la félicité de l’action collective à la fluidité, la multiplicité et l’hétérogénéité des contributions qu’elles coordonnent. Un axe technique encore, s’efforçant d’analyser les procédés équipant cette coordination depuis la condition de fluidité, de multiplicité etd’hétérogénéité que lui assignent ces dispositifs. Un axe interactionnel ensuite, analysant les agencements d’énonciation ainsi articulés par ces procédés techniques et impersonnels de coordination. Un axe existential enfin, visant à examiner les processus de (dé)subjectivation individuelle et collective auxquels ces agencements exposent leurs utilisateurs.Chacun de ces axes est ainsi construit autour d’une analyse ethnographique sérielle de différents dispositifs - notamment Yelp, TripAdvisor, OpenIDEO, Local Motors et Quirky - visant à dissoudre les spécificités propres àchacune de ces plateformes dans la dispersion des schèmes - organisationnels, techniques, interactionnels, énonciatifs, existentiaux - qui s’y répètent
The aim of this thesis is to examine the underlying forms of collective action and beingwith imposed by the hegemony of crowdsourcing. The concept of crowdsourcing refers to the appropriation of collaborative mechanisms of Web 2.0 by industries that are originally outside it’s influence: fashion design, conception ofdurable goods, automotive engineering, social challenges, etc. While most studies addressing this phenomenon draw their conceptual framework from the domain of political economy, this thesis will on the contrary endeavour to study the particularities of the organizational and interactional regimes specific to crowdsourcing platforms. It is thus the processes of individual and collective subjectivation that are given form by these platforms that arouse interest for such research.This study is articulated around five distinct lines of research. The first line is economic; the goal is to situate the present dominance of crowdsourcing apparatuses in close relation to the long term dynamic of capital. The second line is organizational; it aims to examine the inclination of such platforms to condition the felicity of collective action by the fluidity, the multiplicity and the heterogeneity of the contributions they coordinate. The third line is technical; it seeks to analyse the processes that enables coordination under the condition of fluidity, multiplicity and heterogeneity that are allotted to these platforms. The fourth line is interactional, it analyses the assemblages of enunciation that are articulated by these technical and impersonal processes of absencecoordination. The fifth and final line is existential, it will examine the individual and collective (de)subjectivation processes to which these assemblages expose their users.Each of these research lines is developed on a serial ethnographic analysis of various platforms - namely Yelp, TripAdvisor, OpenIDEO, Local Motors and Quirky - in order to break down the specificities of each of these platforms into the repetition of organizational, technical, interactional, enunciative and existential patterns

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42

Sjögren, Malin, and Gunilla Heimdahl. "Marknadsföring av miljövänliga produkter på internet." Thesis, Malmö högskola, Fakulteten för kultur och samhälle (KS), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-21943.

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Анотація:

Individer i samhället bär ansvaret för att bevara en hållbar konsumtion och göra bättre val somfrämjar naturens resurser. Detta kan fördelaktigt nås genom köp av produkter som är bättre förmiljön. Det är dock viktigt att företagen som säljer dessa, tydliggör de miljömässigabudskapen till kunderna. Att marknadsföra varor på internet kan anses vara effektivt för att nåut till en stor mängd. En låg reklameffektivitet kan dock påverka verksamhetensförsäljningsintäkter och företaget bör därför beakta hur digital marknadsföring kan användaspå ett effektivt sätt.Utifrån tidigare forskning har brister identifierats, gällande avgörande aspekter i sambandmed marknadsföring av miljövänliga produkter på internet. Studien syftar således till attbesvara och öka förståelsen kring vilka marknadsföringsaspekter som kan vara avgörande, närett företag marknadsför sina miljövänliga produkter med internet somkommunikationsverktyg. Genom en kvalitativ metod har en fallstudie genomförts på ettsvenskt företag som säljer miljövänliga shoppingkassar, vilka marknadsförs genom internet.Två semistrukturerade intervjuer har utförts med företagets grundare, vilket utgör studiensempiriska material. Med utgångspunkt från befintliga teorier om bland annat miljövänligaprodukter, miljöinriktad marknadsföring samt internet som kommunikationsverktyg, har detsammanställda intervjumaterialet sedan analyserats.Utifrån studiens analys har fem avgörande marknadsföringsaspekter med anknytning tillmiljövänliga produkter på internet, identifierats. Resultaten visar att en hemsida spelar enavgörande roll när företaget har svårt att marknadsföra sina miljövänliga produkter på andraelektroniska sätt. Likaså utgör en inriktning på specifika målgrupper med enmiljömedvetenhet eller andra köpbeteenden i åtanke, en avgörande aspekt. Resultaten visaräven att företaget bör använda ett lättsamt, sanningsenligt och varierat budskap vidmarknadsföring av varor som kännetecknar en miljöförbättring av befintliga produkter.Slutligen utgör förhållandet till miljökrav och regler som framhävs på internet, en avgörandemarknadsföringsaspekt.Studien har bidragit till en ökad förståelse kring avgörande marknadsföringsaspekter isamband med miljövänliga produkter på internet. Vidare forskning bör förslagsvis studeraliknande företag, för att göra en jämförelse av resultaten.
Individuals in society are responsible for a sustainable consumption and making choices thatpromote the use of eco-friendly resources. This can be achieved through the purchasing ofenvironmentally friendly products. However, it is important that the companies clearly statethe environmental message to their customers. Marketing on the internet could be seen as agood way to reach the mass market, but the low advertising efficiency may impact revenue.Therefore, companies should consider how to best utilize digital marketing.Based on previous research, flaws have been identified regarding essential aspects ofmarketing green products on the internet. The purpose of this study is therefore to answer andincrease the understanding about which marketing aspects that can be crucial when acompany markets their eco-friendly products, using the internet as a communication tool. Byusing a qualitative method, a case study was performed at a Swedish company that sellsenvironmentally friendly shopping-bags which are marketed on the internet. Two semistructuredinterviews with the company’s founders comprise the empirical material of thisstudy. The compiled interview material has then been analysed using existing theories on thesubject as a starting point.Based on the analysis, five crucial marketing aspects of eco-friendly products on theinternet have been identified. The results show that a web page is a decisive factor when thecompany has trouble marketing their environmentally friendly products in other electronicways. They go on to show that targeted groups, with an environmental awareness or otherpurchase behaviour in mind, is another crucial aspect. Further, the company should use alight-hearted, honest and varied message in marketing of existing products signifying apositive change in eco-friendliness. Finally, adhering to environmental rules and regulationsand emphasizing this on the internet is essential.This study has contributed to an increased understanding of the vital aspects of marketingenvironmentally friendly products on the internet. Further research might study similarcompanies to compare the results.

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43

Jirešová, Aneta. "Marketingová komunikace vybrané společnosti poskytující službu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-416886.

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Анотація:

The diploma thesis is focused on marketing communication of a selected company oper-ating on the B2B market. Based on the definition of the theoretical framework, the the-sis focuses on the evaluation of the current situation in the company and subsequent recommendations and suggestions of possible improvements that will bring new cus-tomers to the company, strengthen the loyalty of existing customers and at the same time increase awareness of its operations on the market.

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Bartůňková, Vendula. "Marketingová online komunikace rezervačního portálu." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359043.

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Анотація:

This diploma thesis deals with the subject of online marketing communication in the selected online reservation site. The presented thesis is based on the explanation of the theoretical concepts related to the practical part of the thesis. The main aim of this document is the description, evaluation and following analysis of online marketing communication of the chosen reservation site. The output of the analysis is the submission of proposals to improve existing activities of Booking.com in the Czech Republic. Among the main recommendations of this thesis are proposals on how to improve online marketing communication and sales strategy.

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Bielko, Juneta. "Internetinės rinkodaros įtaka viešbučių verslui Lietuvoje." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2012. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2012~D_20120703_132256-39354.

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Анотація:

Magistro baigiamajame darbe išanalizuota ir įvertinta Lietuvos viešbučiuose taikomų internetinės rinkodaros priemonių efektyvumas, iškeltos pagrindinės internetinės rinkodaros naudojimo problemos bei pateikti siūlymai, kaip šias problemas spręsti. Pirmoje darbo dalyje, remiantis įvairiais Lietuvos ir užsienio autoriais pateikiama internetinės rinkodaros samprata, teoriniu aspektu tiriamas internetinės rinkodaros turinys, tikslai, komunikacijos priemonės, sąsaja su socialiniais tinklais. Taip pat nagrinėjamos ir optimizavimo paieškos sistemoms bei ryšių su klientais valdymo sąvokos. Antroje dalyje analizuojamos ir vertinamos internetinės rinkodaros tendencijos Lietuvoje ir pasaulyje. Trečioje darbo dalyje aptariama tyrimų metodika bei organizavimas. Ketvirtoje dalyje nagrinėjama paslaugų gavėjų patirtis ir ekspertų požiūris į internetinę rinkodarą, jos priemones bei tų priemonių taikymo efektyvumą. Išnagrinėjus teorinius internetinės rinkodaros aspektus ir tendencijas bei abiejų pusių požiūrius, yra pateikiamso išvados bei siūlymai.
Master's thesis analyzes and evaluates efficiency of internet marketing measures used in Lithuanian hotels, brings up the main challenges for the use of online marketing and provides suggestions how to solve the problems. In the first part of the work, using the literature of different Lithuanian and foreign authors, the concept of online marketing is presented, the content of online marketing as well as objectives, means of communication and interface with social networks are studied from a theoretical point of view. This section also analyzes the concepts of search engine optimization and customer relationship management. The second part analyzes and assesses the trends of online marketing trends in Lithuania and worldwide. The third chapter discusses the research methodology and organization. The fourth section analyzes the user‘s experience and expert approach to online marketing, its tools and effectiveness of their application. Conclusions and suggestions are presented after theoretical analysis of online marketing aspects, trends and attitudes of both sides.

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Elliott, Roger Michael. "A study of the factors influencing the success of internet marketing in small South African tourism businesses." Thesis, Rhodes University, 2005. http://hdl.handle.net/10962/d1016252.

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Анотація:

The tourism sector has been identified as an industry that has the potential to make a substantial contribution to job creation, economic growth, and redressing past imbalances in South Africa as it has been recognised as an underexploited sector with considerable potential for growth. The majority of tourism enterprises fall within the definition of small businesses, which have been identified as the most appropriate enterprises through which the economic challenges facing South Africa can be addressed. Small businesses differ from their larger counterparts not only in terms of size, but also in regard to access to resources and marketing expertise. Not surprisingly, one of the issues identified as preventing this sector from reaching its full potential is access to markets. The focus of this study is to identify the primary factors driving the success of the use of the Internet for marketing in small businesses operating in the tourism sector in South Africa. If these factors can be identified, this will allow existing and emerging small businesses to access markets and retain customers more easily leading to a proliferation of these enterprises. A theoretical model was formulated from the literature in which the factors influencing the success of Internet marketing were identified. These factors can broadly be divided into generic (marketing or management) factors and Internet specific factors. The technological aspects of the Internet were not ignored, but regarded as a resource to be managed rather than an autonomous source of competitive advantage. This model was tested by making use of a large-scale empirical study. Convenience sampling was used and the data was collected from small tourism businesses (that is businesses with fewer than 100 employees) in the Western Cape, Eastern Cape and KwaZulu-Natal provinces of South Africa. The factors were identified using exploratory factor analysis and the Cronbach alpha coefficients were assessed to confirm the reliability of these scales. Structural equation modelling was used as the principal mode of statistical analysis to measure the relationships amongst the variables in the model proposed in this study. A correlation analysis was used to measure the impact of marketing objectives on the success of Internet marketing. The primary determinants of the success of Internet marketing in small businesses operating in the tow-ism sector in South Africa were identified by the empirical study as: Product champion Links Alliances Owner-manager knowledge Entrepreneurial orientation Owner-manager vision Customer orientation Marketing objectives Interestingly, one factor, Strategic planning, recorded a negative influence on the success of Internet marketing. This is possibly because the owner-manager felt that this was a redundant exercise given the dominant and pervasive influence of the owner-manager in all spheres of the business. Nevertheless, if small tourism firms consider the factors identified in this thesis as essential aspects in the use of the Internet for marketing, this will allow them to overcome one of the biggest hurdles to their prosperity, namely, the access to markets.

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Králíková, Zuzana. "Komunikační strategie CuteShop s.r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-16772.

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Анотація:

This diploma thesis examines the current communication strategy in a company which is doing an on-line business. It lists recommendations, how this strategy should be changed. It shows communication strategy, communication mix, Internet marketing and on-line business in the theoretical part. In the practical part is a description of communication strategy on a specific company CuteShop s.r.o. Survey was carried out in the practical part to examine the customers opinions about the used communications strategy. At the end of this diploma thesis are all the recommendations, how should the company make the communication strategy better to attract more costumers.

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48

Kadleček, Tomáš. "Model elektronického obchodu firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2008. http://www.nusl.cz/ntk/nusl-221697.

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Анотація:

The thesis focuses on questions dealing with a model project of a company e-shop. The work analyses the use of the company e-shop and it contains an analysis of a particular company, theoretical data and possible solutions.

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Eriksson, Julia, and Ella Gustafsson. "Strategisk marknadsföring i sociala medier : hur ett B2B-företag kan stärka sitt varumärke med hjälp av sociala medier." Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-85539.

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Анотація:

Sociala medier beskrivs idag som en ny marknadsföringsplattform med en rad olika kommunikationskanaler. Något som är utmärkande för just denna plattform är den makt som ges till konsumenterna i och med att en stor del av kommunikationen numera ligger hos dem. Detta ger företag som skall marknadsföra sig en ny roll och en svårighet uppstår i hur de skall anpassa sitt varumärke efter de nya kanalerna. Baserat på detta problem har studiens syfte formulerats vilket är att ta fram underlag för hur ett företag med B2B-inriktning kan marknadsföra sig och sitt varumärke i olika sociala mediekanaler och hur valet av dessa kanaler påverkar företagets varumärkesvärde. Uppsatsen utgår ifrån fyra huvudområden vilka är marknadsföring, B2B, varumärken samt sociala medier och tillsammans utgör de den teoretiska grunden i arbetet. Studien har genomförts med en kvalitativ metod i form av intervjuer som strävar efter att ge svar på hur ett B2B-företag skall arbeta med marknadsföring i sociala medier för att stärka sitt varumärke. I arbetet har även ett caseföretag vid namn Elanders använts. Det är ett B2B-företag som i nuläget står utan marknadsföring i sociala medier men som har uttryckt en önskan om att påbörja ett arbete med detta. Empirin i studien har framtagits med hjälp av intervjuer och sedan delats upp i två delar. En del som enbart berör företaget Elanders och en annan del som fokuserar på branschkunnigas åsikter om marknadsföring, sociala medier och varumärken. Empirin har sedan analyserats med hjälp av studiens teorier samt modeller. Studien har gett svar på hur B2B-företag kan ta hjälp av sociala medier för att stärka sitt varumärke, men även uppmärksammat vilka fällor som dessa företag bör akta sig för gällande användandet av denna typ av marknadsföring. Vidare har studien kunnat ge konkreta råd om vilka och vilket antal kanaler som anses lämpligt att använda samt hur B2B-företag bör gå tillväga för att upprätthålla kanalerna på bästa möjliga sätt. Studien visar även på relevansen att företaget i ett tidigt stadium tänker ut en tydlig strategi som stämmer överens med dess resterande mål och marknadsföring samt vikten av att det ger någon det huvudsakliga ansvaret för kanalerna. Ett B2B-företag bör även införskaffa kunskap om sökmotoroptimering, tänkbar konkurrens och ha en tydlig bild av kundernas användande av sociala medier.
Social media is today described as a new marketing platform with a series of different communication channels. Something that is especially unique for this platform is the power that has been given to the consumers based on the fact that a great part of the communication takes place through them. This gives the companies who are going to market themselves a totally different role and a difficulty arises in how to adapt their brand after these new channels. The study therefore aims to provide guidelines for how a B2B company can market themselves and their brand in social media channels and how the choice of these channels affects the company’s brand. Marketing, B2B, branding and social media are the four main areas forming this essay, and together they create the theoretical foundation of the work. The study has been made with a qualitative approach with interviews that seeks to provide answers on how a B2B company should work with marketing in social media to strengthen its brand. The study has also used a company named Elanders as a case. Elanders is a B2B company that currently does not market itself in social media but has expressed a desire to do so. The empirical data in the study has been developed by interviews and has then been divided into two parts. One that only address the company Elanders and another one that focus on the opinions of experts regarding marketing, social media and branding. The empirical data has then been analyzed by looking at the theory and the models of the study. As a result we now have answers regarding how a B2B company can strengthen its brand by using social media, but also what kind of traps a company should be aware of regarding the use of this type of marketing. Furthermore, the study give specific advice on which channels to use and how many that are considered appropriate in order to maintain the channels in a successful way. We have in this study also been able to see the relevance of formatting a clear strategy that is consistent with a B2B company’s goals and marketing and the importance to give someone the main responsibility for the channels. It is also beneficial for a B2B company to learn more about search engine optimization, to be aware of potential competition and to have a clear picture of how the customers use social media.

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50

Booth, Tara. "Evaluating social media participation for successful marketing and communication by selected private game reserves, Eastern Cape, South Africa." Thesis, Rhodes University, 2013. http://hdl.handle.net/10962/d1015692.

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Анотація:

Social media has become one of the defining features of the technological advances known as Web 2.0. As social media has increased in popularity, so businesses are expected to participate. Social media platforms enable businesses to widely broadcast a message as well as interact directly with individual customers. Customers are also able to interact directly with one another and share information and reviews about products and services offered. This suits the tourism industry particularly well. Internationally, research has shown that individuals use social media and other online tools to research potential holiday destinations. In addition social media is used during travel to share snapshots and commentary as well as after travel, through reviews and recommendations on platforms such as TripAdvisor. However, few studies have investigated how tourism destinations use social media to attract new clients and retain existing clients. Very little research has been done on tourism and social media in South Africa despite the importance of this industry to Gross Domestic Product (GDP). This study focused on four-star establishments within the photographic wildlife tourism industry in the Eastern Cape of South Africa. An initial survey of social media participation was carried out within the framework set out by Chan and Guillet (2011); this was then followed up with interviews with selected managers. Results showed that, in general, Private Game Reserves (PGRs) had embraced social media as a communication and marketing platform; despite concerns raised about the lack of control over content as well as poor understanding of the influence social media might have on the bottom line. TripAdvisor, Facebook and Twitter were the most commonly used platforms due to management familiarity with the platform and their ease of use. Few lodges utilised blogs or content sites such as YouTube and management cited time commitments associated with this type of platform as a reason for non-participation. However, although most PGRs or lodges had a profile on social media, this did not always mean active participation. Frequently, lodges began updating but gradually stopped after a few months. It was noted however that only one of the lodges interviewed retained an individual whose sole responsibility was social media; generally lodges did not feel that a dedicated person was necessary. This may result in a lack of time available on the part of the individual responsible or simply be a case of not understanding the platform or how to use it effectively. However, none of the PGRs with poor social media participation responded to interview requests and therefore it was not possible to determine the reasons for their poor participation. Among those lodges that actively participated, most succeed in retaining fans and followers through consistent posting of relevant and interesting content as well as customised responses that encouraged fans or followers’ interaction. However, there did not appear to be any evidence of using social media to learn about fans and followers in order to better customise the lodge offerings. This may not be necessary in this type of industry as PGRs sell a specific product and have a limited ability to customise offerings. In addition, there may be other sources of market information which lodges prefer to use. Special offers, competitions and promotions had limited success on social media. Generally, lodges used social media to promote links to a dedicated competition or promotions page. In conclusion, the managers interviewed felt strongly that social media had made a measureable impact on the tourism industry and was a channel that was here to stay. Further research around the best practice and most effective use will enable PGRs to develop and maintain effective strategies for social media participation.

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