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Full-Text Articles in Marketing
The Evolution Of The Internet And Social Media: A Literature Review, Charles Alves De Castro, Isobel O'Reilly Dr, Aiden Carthy
The Evolution Of The Internet And Social Media: A Literature Review, Charles Alves De Castro, Isobel O'Reilly Dr, Aiden Carthy
Articles
This article reviews and analyses factors impacting the evolution of the internet, the web, and social media channels, charting historic trends and highlight recent technological developments. The review comprised a deep search using electronic journal databases. Articles were chosen according to specific criteria with a group of 34 papers and books selected for complete reading and deep analysis. The 34 elements were analysed and processed using NVIVO 12 Pro, enabling the creation of dimensions and categories, codes and nodes, identifying the most frequent words, cluster analysis of the terms, and creating a word cloud based on each word's frequency. The …
Advertising In Online Social Networks: A Comprehensive Overview, Silvia Stockman
Advertising In Online Social Networks: A Comprehensive Overview, Silvia Stockman
Honors Scholar Theses
This paper examines characteristics of online social networking sites and their implications on advertising. The application of well known interpersonal and mass communication theories to the field allows for an in-depth look at behavioral cues and responses. The interactivity inherent in sites like Facebook, MySpace, YouTube, and in other forums encourages advertisers to tap into engaging their consumers. Types of targeting and the success of word of mouth referrals are examined, as are many of the common stumbling blocks. To better understand the potential versus the problems, we conclude with an analysis of return on investment.
Understanding Gender Differences In Online Experience And Internet Advertising, Seema Harryginsingh
Understanding Gender Differences In Online Experience And Internet Advertising, Seema Harryginsingh
Honors College Theses
The purposes of this article is to first review the literature on gender differences in advertising then explore areas that are important in today’s online environment including differences in the various areas of online experience and behavior such as shopping, privacy issues, internet usage, use of website, and new media and user generated content considerations. I will also look at online advertising particularly, online video ads and banner ads. I will attempt to show through research that there are differences that exist among the genders, which also translate to the online environment and specifically in the various areas of experience …
Developing A Hospital Web Site As A Marketing Tool: A Case Study, Thomas G. Widmer, C. David Shepherd
Developing A Hospital Web Site As A Marketing Tool: A Case Study, Thomas G. Widmer, C. David Shepherd
Faculty and Research Publications
This article presents a case study which described the efforts of Siskin Hospital to develop a Web site as its marketing tool in 1999. Several years ago. Siskin Hospital, a rehabilitation facility in the southeastern U.S., began the process of developing a hospital Web site. It was agreed that a multidisciplinary team was needed. Then, the next step was to determine target audiences for the site based on the objectives. Fourteen distinct targets were identified. The type of information each would require was brainstormed and detailed. The information types were then prioritized using a matrix developed by the team.
Health Care Marketing And The Internet, C. David Shepherd, Daniel Fell
Health Care Marketing And The Internet, C. David Shepherd, Daniel Fell
Faculty and Research Publications
This article presents research on the growing number of health care providers using the Internet as a health care marketing tool in the U.S. The author notes that the Internet is changing the way consumers seek healthcare related information as well as the way it can be provided to them. The results of the study suggest that consumers will increasingly rely on sources like the Internet for information, that health information will be a commodity on the Internet, that the Internet will help build relationships between providers and consumers and that marketers will be expected to develop and manage Internet-related …