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Full-Text Articles in Business
Social Media, Networking, And Marketing Performance : A Study Of Social Enterprises In Hong Kong, Hiu-Kan, Ada Wong, Wing Lam, Felix Tse
Social Media, Networking, And Marketing Performance : A Study Of Social Enterprises In Hong Kong, Hiu-Kan, Ada Wong, Wing Lam, Felix Tse
Hong Kong Institute of Business Studies Working Paper Series
Over the past few years, the number of social enterprises has been increasing in Hong Kong. The marketing performance of these social enterprises, however, are found to be problematic. Although some studies have investigated the ways for improving marketing performance of social enterprises through launching various marketing activities, this is surprising that the roles of social media and networking are lacking attention in the literature. In this conceptual paper, we aim at investigating how the implementation of these cost-effective marketing activities, namely (i) social media and (ii) networking, may improve the marketing performance of social enterprises in Hong Kong.
A Review Of Data Mining Techniques For Research In Online Shopping Behaviour Through Frequent Navigation Paths, Wing Lok Yeung
A Review Of Data Mining Techniques For Research In Online Shopping Behaviour Through Frequent Navigation Paths, Wing Lok Yeung
Hong Kong Institute of Business Studies Working Paper Series
Knowing how consumers navigate online shopping web sites enables retailers to not only better design their sites for navigation but also place buying recommendations at strategic points and personalise the flow of content. Frequent navigation paths can be derived from browsing histories or clickstreams with sequence-oriented data mining techniques. In this working paper, we highlight, with examples, the relevance of frequent navigation paths to online shopping behaviour research and review some relevant data mining techniques.