Developing effective online marketing : Case: Company X

OpenAIRE

Vanhanen, Hanna

2015-01-01

The Internet, new online services and social media have drastically changed people`s everyday life. Digitalization has refined one`s communication ways and also developed completely new marketing possibilities. Consumers and companies spend a significant amount of time online and use it to seek various information from companies and prod-ucts. Marketers have also acknowledged the online marketing potential as an effective marketing tool to reach current and potential customers. As online mark...

Online marketing v hotelnictví

OpenAIRE

Vachková, Rita

2013-01-01

This thesis is focused on online marketing and its application and use in hotel industry. The aim is to familiarise the reader with this issue and in the context of this objective create a study with a comprehensive view on online marketing in hotel industry, that is further complemented by the own research. In the context of primary research was determined the sub-objective - to analyse the situation of online marketing on the market of hotels in Prague, especially in terms of their internet...

Industries, artists, friends and fans: Marketing young adult fictions online

OpenAIRE

Rutherford, Leonie Margaret

2009-01-01

The Internet has facilitated the coming together of formerly more separated youth taste cultures, such that literary, screen and graphic fandoms now more readily overlap. Media industries have invested in online strategies which create an ongoing relationship between producers and consumers of entertainment media texts. Using the Internet marketing campaign for Stephenie Meyer’s Twilight saga as a case study, the paper examines the role of the publishing industry in marketing popular teen li...

Marketing plan for online surfing magazine

OpenAIRE

Michna, Jakub

2017-01-01

Název: Marketing plan for online surfing magazine Cíle: The main aim of this thesis is to design a marketing plan for launching new online surfing magazine. This project would emerge from present online media Freeride.cz/Water, which adverse situation is going to be analyzed. Metody: Author used interviewing and personal survey as methods. Secondary data collection, PEST analysis and Google Analytics tool served as framework for resulting SWOT analysis. Výsledky: The marketing plan for one ye...

Illicit online marketing of lorcaserin before DEA scheduling.

Science.gov (United States)

Liang, Bryan A; Mackey, Tim K; Archer-Hayes, Ashley N; Shinn, Linda M

2013-05-01

Antiobesity drugs have been marketed illicitly by "no prescription" online pharmacies after approval and scheduling by the drug enforcement agency. We assess whether antiobesity drug Belviq® (lorcaserin HCl) was available from illicit online vendors before DEA-scheduling when sales are unauthorized. Online searches of "buy Belviq no prescription" examining first five result pages marketing the drug. Searches were performed from 11/5/2012-12/8/2012, prior to DEA scheduing. Belviq® is actively marketed by "no prescription" online vendors despite official unavailability and prescription requirements. Approaches included direct-to-consumer advertising using descriptive website URLs; linking to illicit marketers; and directing customers to other weight-loss websites for additional marketing. Finally, large quantities were marketed by business-to-business vendors. Illicit online "no prescription" pharmacies are marketing unauthorized, suspect antiobesity drugs before DEA scheduling and permitted marketing. Regulators must legally intercede to ensure patient safety, and providers must educate patients about online-sourcing risks. Copyright © 2013 The Obesity Society.

Technology-driven online marketing performance measurement: lessons from affiliate marketing

OpenAIRE

Bowie, David; Paraskevas, Alexandros; Mariussen, Anastasia

2014-01-01

Although the measurement of offline and online marketing is extensively researched, the literature on online performance measurement still has a number of limitations such as slow theory advancement and predominance of technology- and practitioner-driven measurement approaches. By focusing on the widely employed but under-researched affiliate marketing channel, this study addresses these limitations and evaluates the effectiveness of practitioner-led online performance assessment. The paper o...

Vulnerabilities to misinformation in online pharmaceutical marketing.

Science.gov (United States)

De Freitas, Julian; Falls, Brian A; Haque, Omar S; Bursztajn, Harold J

2013-05-01

Given the large percentage of Internet users who search for health information online, pharmaceutical companies have invested significantly in online marketing of their products. Although online pharmaceutical marketing can potentially benefit both physicians and patients, it can also harm these groups by misleading them. Indeed, some pharmaceutical companies have been guilty of undue influence, which has threatened public health and trust. We conducted a review of the available literature on online pharmaceutical marketing, undue influence and the psychology of decision-making, in order to identify factors that contribute to Internet users' vulnerability to online pharmaceutical misinformation. We find five converging factors: Internet dependence, excessive trust in the veracity of online information, unawareness of pharmaceutical company influence, social isolation and detail fixation. As the Internet continues to change, it is important that regulators keep in mind not only misinformation that surrounds new web technologies and their contents, but also the factors that make Internet users vulnerable to misinformation in the first place. Psychological components are a critical, although often neglected, risk factor for Internet users becoming misinformed upon exposure to online pharmaceutical marketing. Awareness of these psychological factors may help Internet users attentively and safely navigate an evolving web terrain.

Online marketing strategies – UK and Romania

OpenAIRE

Tălpău, A.; Vieraşu, T.

2012-01-01

This paper presents successful online marketing strategies, more specific “Pay Per Click” publicity and social marketing strategies. Both practices target a well-defined market segment and can be used to increase exposure, generate traffic and in the end generate conversions. While “Pay Per Click” means buying every action (visit/Like etc.), social marketing is looking to establish one to one interactions and to provide value to customers. These two online marketing practices were analyzed bo...

Essays on Online and Multi-Channel Marketing

OpenAIRE

Zhang, Lingling

2016-01-01

Firms increasingly adopt online and multi-channel marketing strategies to reach and persuade consumers. Therefore, designing an effective marketing mix is critical to their success. The aim of my dissertation is to understand the strategy behind firms’ channel choices and assess marketing effectiveness. It consists of three large-scale empirical studies examining several important aspects of online and multi-channel marketing. My first essay focuses on the business-to-business (B2B) inte...

Vulnerabilities to misinformation in online pharmaceutical marketing

Science.gov (United States)

De Freitas, Julian; Falls, Brian A; Haque, Omar S; Bursztajn, Harold J

2013-01-01

Given the large percentage of Internet users who search for health information online, pharmaceutical companies have invested significantly in online marketing of their products. Although online pharmaceutical marketing can potentially benefit both physicians and patients, it can also harm these groups by misleading them. Indeed, some pharmaceutical companies have been guilty of undue influence, which has threatened public health and trust. We conducted a review of the available literature on online pharmaceutical marketing, undue influence and the psychology of decision-making, in order to identify factors that contribute to Internet users’ vulnerability to online pharmaceutical misinformation. We find five converging factors: Internet dependence, excessive trust in the veracity of online information, unawareness of pharmaceutical company influence, social isolation and detail fixation. As the Internet continues to change, it is important that regulators keep in mind not only misinformation that surrounds new web technologies and their contents, but also the factors that make Internet users vulnerable to misinformation in the first place. Psychological components are a critical, although often neglected, risk factor for Internet users becoming misinformed upon exposure to online pharmaceutical marketing. Awareness of these psychological factors may help Internet users attentively and safely navigate an evolving web terrain. PMID:23761527

The Google Online Marketing Challenge and Distributed Learning

Science.gov (United States)

Brown, Ron T.; Albright, Kendra S.

2013-01-01

Stagnant perceptions continue to persist in the general public regarding the services libraries offer. LIS research suggests an increased need for marketing, yet LIS programs and students may not view marketing as core to the degree. The Google Online Marketing Challenge (GOMC), a global competition for online marketing, was incorporated into two…

The Marketing Mix in the Online Environment

OpenAIRE

Talpau A.

2014-01-01

: The introduction of the Internet into our lives has brought many opportunities that affected also marketing. With the development of the Internet, online sales (e-sales) have become more common in every day society and in a certain extend even replaced components of the traditional environment. The Internet is a new channel of communication which brings new opportunities in marketing. Nowadays, online marketing has taken over more and more of the budgets allocated for marketing, incre...

Postinternet Marketing: For a Philosophy and Art of Online Marketing

Directory of Open Access Journals (Sweden)

Václav Janoščík

2014-12-01

Full Text Available While we are living in rapidly changing environment driven by the online services, marketing has been rather reluctant in serious apprehending of these consequences. We do not aim to analyse this complex delay that we call conceptual jetlag here. (Conceptual consciousness of marketing is far behind the velocity of the plane online services. Rather we try to establish certain switchback that is driven by concept of philosophy by Gilles Deleuze and Félix Guattari and the artistic notion of postinternet. By these means we aim at unveiling the general drive of marketing: The product (take Photoshop as an instance is meant not only to satisfy our needs and desires. It is creates them. This basic assumption of marketing and the dominance of online environment can elucidate each other since the "fluid ontology" of virtual environment consists precisely in the possibility of being formed by the will of its users.

Online marketing komunikacija

OpenAIRE

Bušić, Karmen

2016-01-01

U svome završnom radu usmjerila sam se na istraživanje pojmova i primjera vezanih za Online marketing komunikaciju. S obzirom da se način poslovanja i komuniciranja znatno promijenio zbog stalnog razvoja novih tehnologija i prednosti interneta, on se razlikuje od klasičnih oblika promocije. Prvo ću pojasniti pojam komunikacije te navesti neke glavne definicije i značajke koje treba uzeti u obzir pri odabiru marketinške strategije. Zatim ću reći nešto više o Online i digitalnom marketingu i nj...

Online Marketing Strategy for a browser games portal

OpenAIRE

Vinaixa Campos, Joan

2008-01-01

The Browser games industry: Introduction and description of browser games and browser games portals. Description of the main characteristics that define the browser games industry and its competitive environment. Analysis of all the factors that need to be considered in order to make a successful market entry. Online marketing techniques: Introduction and description to the main online marketing techniques that exist to market a product or service in internet: Search Engine Marketing...

Peculiarities of marketing communications in cultural marketing

Directory of Open Access Journals (Sweden)

Daniel Gardan

2016-09-01

Full Text Available Extending the application of marketing science specific concepts and principles in various sectors would not have been possible without their gradual evolution, in terms of customization and differentiation tailored for a specific field. This phenomenon regarding marketing evolution in terms of both extensively and intensively way, led to the emergence and consolidation of a set of concepts adapted also for cultural products and services market, or in other words for culture “consumption”. This article highlights a number of marketing communications specific elements, derived from the peculiarities of modern culture consumer and the latest technologies interference in the creation and delivery of cultural products and services. Given the high degree of consumer involvement in relation to the needs that underlie consumption of cultural products and services, as well as the dimension specific for an artistic act in some cases, marketing communications has to respond to particular challenges in the process of building customer-provider relationship.

Online marketing & social media : case: Mediterranean Palace Hotel, Thessaloniki

OpenAIRE

Arnis, Angelos

2012-01-01

Traditional companies and especially in European countries such as Greece, lack the knowledge and motivation in order to move away from the traditional marketing methods to more revolutionary ways, such as online marketing. The purpose of this thesis is to explain what is online marketing and the importance of a sound presence on the social media. It also sets as a marketing plan, proposals on how the hotel in question should act in order to strengthen their presence in the Online and Soc...

Market research online; Datenbank Solaratlas: Marktforschung Online

Energy Technology Data Exchange (ETDEWEB)

Epp, B.

2005-09-29

The online database www.solaratlas.de provides data and facts on local sales, gross investments and local customers. More than 400,000 solar plants were evaluated for the statistics in order to provide experts with detailed market data. (orig.)

'No one to trust': the cultural embedding of atomism in financial markets.

Science.gov (United States)

Ailon, Galit

2018-05-13

The paper ethnographically explores the cultural embedding of atomistic indifference in online, global financial markets: arenas that have been digitally designed according to economic ideals and that demand an extreme form of relational and social dissociation from the partners to exchange and from those affected by the transactions. Its case-study is lay financial-trading in Israel, a country undergoing extensive neoliberalization. The study shows that dissociation is embedded in an economic culture marked by constant, multi-sited declarations that economic-Others are cold, uncaring and manipulative. It takes shape as traders convert the distrust towards Others into distrust towards portions of the Self that represent links to these Others, namely their own social-psychology and social concern. Acting atomistically and selfishly in the market thus entails considerable reflexive work. The paper contributes to an ongoing debate on the moral and cultural embeddedness of markets in general and of the expanding financial markets in particular. © London School of Economics and Political Science 2018.

Online marketing strategies – UK and Romania

Directory of Open Access Journals (Sweden)

Tălpău, A.

2012-01-01

Full Text Available This paper presents successful online marketing strategies, more specific “Pay Per Click” publicity and social marketing strategies. Both practices target a well-defined market segment and can be used to increase exposure, generate traffic and in the end generate conversions. While “Pay Per Click” means buying every action (visit/Like etc., social marketing is looking to establish one to one interactions and to provide value to customers. These two online marketing practices were analyzed both in regards with their theoretical aspects and in regards with the way in which they are applied by companies. The examples used in this analysis are from Romania and from the United Kingdom.

Online marketing and advertising research : Traditional Theories Revisited

NARCIS (Netherlands)

Yudhistira, Titah

2016-01-01

Online marketing and advertising instruments—and the ways in which consumers react to them—are always evolving, which results in ongoing gaps in knowledge. This dissertation aims to fill some of these gaps by providing a greater understanding of how the Internet impacts online marketing and

MARKETING CULTURAL

Directory of Open Access Journals (Sweden)

Claudia Gómez Ramírez

2013-07-01

Full Text Available Este artículo analiza la definición de "Marketing" Cultural y la adaptación y beneficios del "marketing" tradicional respecto al conjunto de manifestaciones artísticas de las diversas industrias involucradas en el sector cultural o artístico; asimismo, se desagregan los conceptos básicos que lo componen como factor de éxito en dichas empresas. Se hace uso de la exposición de casos específicos para ilustrar la articulación de estos dos conceptos aparentemente contrapuestos, cultura y "marketing", y registra algunas reflexiones para que el lector se involucre en la construcción del concepto aquí presentado.

The Google Online Marketing Challenge and Research Opportunities

Science.gov (United States)

Neale, Larry; Treiblmaier, Horst; Henderson, Vani; Hunter, Lee; Hudson, Karen; Murphy, Jamie

2009-01-01

The Google Online Marketing Challenge is an ongoing collaboration between Google and academics, to give students experiential learning. The Challenge gives student teams US$200 in AdWords, Google's flagship advertising product, to develop online marketing campaigns for actual businesses. The end result is an engaging in-class exercise that…

The Romanian Consumer And Online Marketing – An Exploratory Research Approach

Directory of Open Access Journals (Sweden)

Pantea Carmen

2008-04-01

Full Text Available In recent decades, online marketing has been quickly overtaking the traditional means of marketing due to several reasons, such as: low costs, the growing number of internet users and the long lasting relationship developed with them, the effortless usage of the web and of the online marketing tools. Online marketing is done by those individuals or organizations which exchange ideas and offers by using computers, online networks and interactive media, in order to reach their marketing objectives. The results of an exploratory research in terms of the consumers’ exposure, their behavior in relationship with the specific campaigns oriented toward them and the future of the online and offline direct communication at the level of the pre-defined target segments are presented in a comparative manner: online versus offline direct communication tools.

ONLINE MARKETING OF HOSPITALITY SERVICES : Tourist satisfaction with online accommodation booking

OpenAIRE

Kaakinen, Heidi; Purkayastha, Eshita

2016-01-01

The aim of this thesis was to study tourist satisfaction in online accommodation booking. Nowadays it is very common to conduct any kind of business online because of its practicality, accessibility and convenience. These days online is a community and it is a very effective way to build relation with the consumers. Hospitality firms like hostel and restaurants are using online community as a marketing tool to reach their customers. Studies have found four participation benefits as to partici...

Viral Marketing Determinants of Top Online Shop Brands in Indonesia

Directory of Open Access Journals (Sweden)

Aditya Wardhana

2016-06-01

Full Text Available The existence of the internet starts to shifting the purchase as a conventional to online. One of marketing strategies used by online store is viral marketing.The purpose of this study is to find determinant that forms viral marketing based on perceived customers in top brand online store such as lazada.com, olx.com, tokopedia.com, zalora.com, blibli.com, and bhinneka.com. The Research methodology used is the quantitative method with descriptive analysis using factor analysis by a population as 3.271.147 people and the number of sample uses Slovin formulas with confidency level at 95 % obtained as 400 respondents. Based on the result of research, there are twelve factors formed a new factor called viral marketing online store. Based on its priority, those dimensions of viral marketing online store can be sorted as follows: customer recommendation, newsletter, linking strategies, communities, free offer, sweepstakes, list of prospective buyers, chatrooms, reference list, product texts, affiliate programs, dan search engine.

Marketing technology (Martech) – the most important dimension of online marketing

OpenAIRE

Pătruțiu Balteș Loredana

2018-01-01

Nowadays, the new dimension of marketing and of online marketing in particular is marketing technology. Even if it is just at the beginning, marketing technology will become the most widely used hacking tool in the near future, and will probably be used by companies on the digital market in order to stay ahead of the competition. This article defines the concept of marketing technology, along with the advantages and disadvantages that it brings to a company

Marketing technology (Martech – the most important dimension of online marketing

Directory of Open Access Journals (Sweden)

Pătruțiu Balteș Loredana

2018-01-01

Full Text Available Nowadays, the new dimension of marketing and of online marketing in particular is marketing technology. Even if it is just at the beginning, marketing technology will become the most widely used hacking tool in the near future, and will probably be used by companies on the digital market in order to stay ahead of the competition. This article defines the concept of marketing technology, along with the advantages and disadvantages that it brings to a company

Luxury and Premium Fashion Brands Online Marketing : Case Study Kiosked Limited

OpenAIRE

Nuutinen, Susanna

2012-01-01

The online marketing of luxury fashion brands has traditionally been a slow-paced business. Consumers are spending an increasing amount of time online and the electronic market provides enormous marketing and sales potential for companies that wish to increase brand awareness or conduct other marketing activities. The aim of this study is to conduct an understanding of the world of luxury fashion brands and how they perform their online marketing. The scope of the research is narrowed in...

Designing Online Marketplace To Resolve Marketing Problem For Small and Medium Enterprises (SMEs

Directory of Open Access Journals (Sweden)

Aditya Hermawan

2017-03-01

Full Text Available The study aims to design an online marketplace to provide solutions to problems faced by Small and Medium Enterprises (SMEs, the difficulty to market their products online. One of the problems faced by SMEs is difficult to market their products online. One of the solutions that we provide is by designing an online marketplace to solve marketing problems effectively. We found that SMEs have attempted to market their products through social media such as facebook, twitter and others. In addition, some SMEs also have a website and advertise their products through online advertising. However, many of those who did not know how to market products online in order to increase sales. We designed an online marketplace for SMEs based on the concept of e-commerce to resolve the problems faced by SMEs, the effective marketing. The online market design is made taking into account the needs of SMEs as well as customer needs. Therefore, this study was conducted to SMEs in Malang, East Java, Indonesia  and the people who often make purchases online.With the existence of the online market, SMEs can increase sales lead to increased profits for SMEs. Keyword: Online market, E-Commerce, Maketing

Korean Online Game's Platform Competition under Two-Sided Market Characteristic

OpenAIRE

SeonJun Kang; Sang-Yong Tom Lee

2014-01-01

While the growth of total game market size slowed down and the arcade game industry started to shrink, the online game market keeps increasing, attaining 26.5% annual growth rate for the early 2010's. Korea's online game business is especially popular, so that the size is about US$ 4 billion, which is 64.2% of Korea's total game industry. In 2013, Game market size and online game market size were estimated to be about US$ 9 billion and US$ 7 billion, respectively. From a standpoint of sales, ...

Online Video as a Marketing Tool : A quantitative survey on video marketing habits

OpenAIRE

Boman, Kalle; Raijonkari, Kalle

2017-01-01

The rapid development of high-speed mobile networks and mobile device technology have led to an immense growth of online video content. As consumers spend more and more time with online video, marketing of goods and services has naturally caught up with the medium. The aim of the research was to examine the online video marketing habits and attitudes of small and medium-sized enterprises in Jyväskylä for RecOn Productions Oy, a local audiovisual production company. The findings of the res...

Cultural context in marketing communication on international market

Directory of Open Access Journals (Sweden)

Dominika Hirsch

2014-06-01

Full Text Available The goal of this article is to show in what way cultural factors can determine decisions in international marketing. Particular attention is devoted to the decisions associated with marketing communication, that is, the way in which cultural factors influence our preferences concerning the style of communication and what two basic styles are distinguished within intercultural communication. On the basis of particular examples it will be shown on the one hand in what ways these styles are visible in various forms of marketing messages coming from various countries. On the other hand it will also be shown in what way these messages reflect (very often unwittingly the culture and the system of values of an organization of the place were the messages originated. Before we start discussing the above-mentioned issues, the basic assumptions of the cultural marketing, as well as the term of culture, its models and dimensions will be presented.

MODELLING THE INFLUENCE OF ONLINE MARKETING COMMUNICATION ON BEHAVIOURAL INTENTIONS

Directory of Open Access Journals (Sweden)

Alexandra PERJU-MITRAN

2014-12-01

Full Text Available The present study addresses the manners in which potential consumers react to and examine online marketing communication efforts, and how their perceptions influence various decisions. By drawing from theories of consumer behaviour, several variables are taken into consideration, a model designed to integrate existing theories and a three-way study of online user behaviour in response to online marketing messages is defined and tested. The results of the study demonstrate that there are direct and positive links between the manner in which users perceive online marketing communication efforts, and direct and positive links between users’ attitudes towards online communication and their intention to either further inform themselves, forward the information obtained, or even become loyal to the company.

New Trends in on-line Marketing

OpenAIRE

Palkovič, Lukáš

2011-01-01

This bachelor thesis deals with new trend of internet marketing, it focuses especially on viral marketing. The theoretical part charasterizes the process of viral campaigns, furthermore deals with the components and aspects of on-line environment. Another separated chapter presents social networks, their place in viral marketing and at last but not least the viral video making process. The practical part contains different analyses of specific viral campaigns. The next and equally the last pa...

Understanding the Online : Jewellery Retail Market : an integrated model to conduct SEM

OpenAIRE

Wu, Yihong

2013-01-01

Research into e-commerce is becoming more and more popular; however the jewellery industry is somewhat special. There are very few studies having adapted a strategic marketing perspective on the online jewellery retail market. This study suggested an integrated online marketing strategy which focuses on the search engine marketing (SEM) approach. A detailed procedure of conducting search engine marketing (SEM) is introduced. Through the method of online questionnaires, with the help of soc...

Protectia datelor personale in cercetarile de marketing online

OpenAIRE

Carmen Balan

2007-01-01

Protectia datelor personale reprezinta unul dintre cele mai actuale subiecte din domeniul cercetarilor de marketing, in general, si cel al cercetarilor in mediul online, in special. Principalele aspecte la care se refera articolul sunt urmatoarele: evolutia pe plan international a cercetarilor de marketing online, prevederile Directivei 95/46/EC a Parlamentului si Consiliului European, prevederile referitoare la protectia datelor personale, din varianta revizuita a codului ICC/ESOMAR, propusa...

Satisfaction and Dissatisfaction: Formulating Digital Marketing Strategy for Online Faith-Based Education

Science.gov (United States)

Price, Kelly; Price, Julia

2016-01-01

When digitally marketing an online educational program, degree or course, an institution must realize the target market which it is trying to reach. However, the demographics of the online student is extremely diverse, making marketing efforts difficult. With such a demographically diverse online student population to attract, it is important to…

Online-Marketing in der Computerbranche: Eine Bestandsaufnahme

OpenAIRE

Fritz, Wolfgang; Kerner, Martin; Könnecke, Stefan

1997-01-01

In Deutschland ansässige Unternehmen der Computerbranche sehen im Internet das wichtigste Medium für ihr Online-Marketing, mit weitem Vorsprung vor den kommerziellen Online-Diensten T-Online, CompuServe und America Online. Den größten Nutzen ihrer Internet-Präsenz versprechen sich diese Unternehmen für die Präsentation von Neuprodukten, die Erbringung medialer Service- und Hotline-Dienste, die Öffentlichkeitsarbeit (PR) und den direkten Kundenkontakt. Wesentlich zurückhaltender beurteilen sie...

The Marketing of Cultural Values

Directory of Open Access Journals (Sweden)

Ionel Enache

2015-01-01

Full Text Available The current, fast and unpredictable changes required a rapid transformation of Marketing. Marketing 3.0 can be the solution. Marketing 3.0 is a cultural and social marketing, a marketing of high values: moral, legal, esthetic and a marketing of superior needs: peace, justice, spiritual accomplishments, all globally approached. The goal of Marketing 3.0 is to convince all commercial and cultural structures to get involved in creating the Millennium Development Goals (MDGs: eradicating poverty, access to education, promoting the equality of the sexes, reducing infantile mortality, improving maternal health, fighting diseases, ensuring environment sustainability.

To Market, To Market--Careers in the Online Industry. . .Fifth in a Series.

Science.gov (United States)

Kremin, Michael C.

1985-01-01

Reviews demand for marketing personnel in online industry and provides brief descriptions of generic positions which include information on background and experience needed: vice president of marketing, sales manager, sales representative, advertising manager, product manager, marketing research manager, distribution manager, service manager,…

Bridging Culture On-Line: Strategies for Teaching Cultural Sensitivity.

Science.gov (United States)

Wendler, M. Cecilia; Struthers, Roxanne

2002-01-01

An online cross-cultural health course for nurses sought to provide access to cultural experiences by culturally congruent use of a minority visiting scholar and required participation in cultural enrichment activities. Course and faculty evaluations were designed to be appropriate for the asynchronous environment. (Contains 25 references.) (SK)

Online Marketing Issues of Real Estate Companies: a Case of Latvia

OpenAIRE

Dumpe, M

2015-01-01

Today online marketing has become an integral part of marketing mix. Potential real estate customers prefer to make online research themselves. Therefore, real estate companies should be ready that search engines, corporate web pages, profiles on social media sites should strengthen the image of real estate companies and ensure better communication with customers. The aim of this paper is to explore results of qualitative research regarding real estate online marketing activities. It has been...

Reciprocity in Online Markets: Empirical Studies of Auction and Barter Markets

Science.gov (United States)

Ye, Shun

2013-01-01

My dissertation seeks to understand how reciprocity affects transaction outcomes and mechanism design in online markets. The first essay examines negative reciprocity illustrated as feedback-revoking behavior in the eBay auction market, focusing on its impact and implications for reputation system design. I utilize the biggest policy change of…

EFFECT OF SOCIAL MEDIA MARKETING ON BRAND EQUITY OF ONLINE COMPANIES

Directory of Open Access Journals (Sweden)

Satheeka Kavisekera

2016-11-01

Full Text Available Social Media is a prominent marketing tool profoundly used by E-Businesses to draw the attention of the online target audience that could be converted to direct traffic. However, the non-exclusivity of social media has created a unique issue for virtual enterprises that are entirely depending on digital media. The main emphasis of this study is to appreciate the significance of Social Media Marketing in promoting the Brand Equity of E-Commerce enterprises. The empirical study is based on Kapruka.Com; Sri Lanka’s largest online gift shop with the aim of identifying the casual relationship between social media marketing and brand equity. An online questionnaire has been employed to collect the data during the survey. Evident by findings, there is a significant relationship between social media marketing and brand equity of online companies. The study contributes to the marketing practitioners in terms of enhancing the brand value by identifying and exploiting the main attributes of social media marketing.

Marketing Mix Implementation in Small Medium Enterprises: A Study of Galeristorey Online Business

Directory of Open Access Journals (Sweden)

Rora Puspita Sari

2017-03-01

Full Text Available The purpose of this paper is to evaluate the implementation of marketing mix in online business company, whether the online business adopt solely the traditional marketing mix model or the internet factors is also included, since the business platform itself in on social media. Descriptive research and content analysis using interview and observation were used to analyse the marketing mix implementation in Galeristorey online business. Evidence suggested that Galeristorey implemented few elements of the marketing mix both the traditional marketing mix and the online marketing mix. The cause of the limited use of marketing mix elements because of the barriers faced by Galeristorey as an SME. Further researcher may widen the research sample and creates empirical study on the marketing mix implementation of online business that used social media as its main business platform.DOI: 10.15408/etk.v16i1.3950

Online marketing and advertising research: Traditional Theories Revisited

OpenAIRE

Yudhistira, Titah

2016-01-01

Online marketing and advertising instruments—and the ways in which consumers react to them—are always evolving, which results in ongoing gaps in knowledge. This dissertation aims to fill some of these gaps by providing a greater understanding of how the Internet impacts online marketing and advertising research. The first study in this dissertation describes how banner exposure characteristics, such as the number of exposures, spacing, and delay, impact consumer memory. The findings of this s...

Digital marketing strategies, online reviews and hotel performance

OpenAIRE

Pelsmacker, De, Patrick; Tilburgh, van, Sophie; Holthof, Christian

2018-01-01

Abstract: We investigate to what extent digital marketing strategies (such as having a digital marketing plan, responsiveness to guest reviews, and monitoring and tracking online review information) influence hotel room occupancy and RevPar directly, and indirectly through the mediating effect of the volume and valence of online reviews they lead to, and to what extent this mechanism is different for different types of hotels in terms of star rating and independent versus chain hotels. The re...

The Interplay Between Online and Offline Community Culture

DEFF Research Database (Denmark)

Kornum, Niels; Gyrd-Jones, Richard; Al Zagir, Nadia

This study examines the interplay between online and offline community cultures based on identifying the distinct features of both. Studying this interaction explicitly and in empirical analysis is new to community literature and brands can through this better know the communities to which...... they relate. The findings reveal that without a thorough understanding of both online and offline cultures and their interaction, companies or brands may get a misleading picture of these cultures. For instance, if only looking at the culture online and not core values offline, the company might intervene...

On-line marketing - princip aukce mění svět reklamy.

OpenAIRE

Jankovič, Zdeněk

2009-01-01

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 ...

Cultures of trust: effects of avatar faces and reputation scores on German and Arab players in an online trust-game.

Science.gov (United States)

Bente, Gary; Dratsch, Thomas; Kaspar, Kai; Häβler, Tabea; Bungard, Oliver; Al-Issa, Ahmad

2014-01-01

Reputation systems as well as seller depictions (photos; avatars) have been shown to reduce buyer uncertainty and to foster trust in online trading. With the emergence of globalized e-markets, it remains an urgent question whether these mechanisms, found to be effective for Western cultures, also apply to other cultures. Hypothesizing that members of collectivistic cultures in contrast to those of individualistic cultures would rely more on visual social cues (seller faces) than on factual information (reputation scores), we compared buying decisions of Arab and German participants in an experimental trust game. Photo-realistic avatars were used instead of photos to control facial features and expressions. The results revealed significant main effects for both reputation scores and avatar faces. Moreover, both variables significantly affected the purchase behavior of Arab as well as German buyers, suggesting cross-cultural universals in the processing of trust cues. The results have implications for future cross-cultural studies in e-commerce as well as the design of online markets and shared virtual environments.

Cultures of trust: effects of avatar faces and reputation scores on German and Arab players in an online trust-game.

Directory of Open Access Journals (Sweden)

Gary Bente

Full Text Available Reputation systems as well as seller depictions (photos; avatars have been shown to reduce buyer uncertainty and to foster trust in online trading. With the emergence of globalized e-markets, it remains an urgent question whether these mechanisms, found to be effective for Western cultures, also apply to other cultures. Hypothesizing that members of collectivistic cultures in contrast to those of individualistic cultures would rely more on visual social cues (seller faces than on factual information (reputation scores, we compared buying decisions of Arab and German participants in an experimental trust game. Photo-realistic avatars were used instead of photos to control facial features and expressions. The results revealed significant main effects for both reputation scores and avatar faces. Moreover, both variables significantly affected the purchase behavior of Arab as well as German buyers, suggesting cross-cultural universals in the processing of trust cues. The results have implications for future cross-cultural studies in e-commerce as well as the design of online markets and shared virtual environments.

Cultures of Trust: Effects of Avatar Faces and Reputation Scores on German and Arab Players in an Online Trust-Game

Science.gov (United States)

Bente, Gary; Dratsch, Thomas; Kaspar, Kai; Häßler, Tabea; Bungard, Oliver; Al-Issa, Ahmad

2014-01-01

Reputation systems as well as seller depictions (photos; avatars) have been shown to reduce buyer uncertainty and to foster trust in online trading. With the emergence of globalized e-markets, it remains an urgent question whether these mechanisms, found to be effective for Western cultures, also apply to other cultures. Hypothesizing that members of collectivistic cultures in contrast to those of individualistic cultures would rely more on visual social cues (seller faces) than on factual information (reputation scores), we compared buying decisions of Arab and German participants in an experimental trust game. Photo-realistic avatars were used instead of photos to control facial features and expressions. The results revealed significant main effects for both reputation scores and avatar faces. Moreover, both variables significantly affected the purchase behavior of Arab as well as German buyers, suggesting cross-cultural universals in the processing of trust cues. The results have implications for future cross-cultural studies in e-commerce as well as the design of online markets and shared virtual environments. PMID:24901696

Designing Online Marketplace To Resolve Marketing Problem For Small and Medium Enterprises (SMEs)

OpenAIRE

Aditya Hermawan; Aniek Murniati

2017-01-01

The study aims to design an online marketplace to provide solutions to problems faced by Small and Medium Enterprises (SMEs), the difficulty to market their products online. One of the problems faced by SMEs is difficult to market their products online. One of the solutions that we provide is by designing an online marketplace to solve marketing problems effectively. We found that SMEs have attempted to market their products through social media such as facebook, twitter and others. In additi...

ONLINE MARKETING. CHALLENGES AND OPORTUNITIES FOR THE MILITARY HIGHER EDUCATION

Directory of Open Access Journals (Sweden)

Gheorghe MINCULETE

2013-10-01

Full Text Available The impact of the Internet on marketing is a radical phenomenon whose elements are diffi cult to quantify. The explosive dynamics of the phenomenon has determined unpredictable evolutions, shaking the very foundations of modern economics, and putting to the test modern managers’ ability, intelligence, and capacity to adapt. In this situation, online marketing is a challenge to organizations, taking into account the opportunities offered by the Internet at global level. In higher education, online marketing is a rapid way to form and develop the image of an institution regarding not only the implementation of strategies, policies, plans, and educational programs, but also the better use of products and services that accompany the offers according to the requests of beneficiaries or interested users. This article stresses the essential aspects of educational marketing whose requests become viable through e-marketing. To this end, we will approach the mechanism of online marketing, and further, we will concentrate on its applications for higher military education. In addition, we will approach eLearning as a modern electronic system to implement e-marketing objects.

Archiving Online Do-It-Yourself Culture

DEFF Research Database (Denmark)

Roued-Cunliffe, Henriette

This paper presents the argument that it is important to consider how information collected, created and shared by DIY culture online (using the case study of refashioning) can be archived and disseminated in future.......This paper presents the argument that it is important to consider how information collected, created and shared by DIY culture online (using the case study of refashioning) can be archived and disseminated in future....

Marketing Online Degree Programs: How Do Traditional-Residential Programs Compete?

Science.gov (United States)

Adams, Jonathan; Eveland, Vicki

2007-01-01

A total of 150 university Web sites were segregated into one of three groups: accredited residential, regionally accredited online, and nonaccredited online institutions. The promotional imagery, marketing messages and marketing themes found on the landing pages of each university program Web sites were analyzed for similarities and differences. A…

Culture-Laden Imports: International Market Entry and Cultural Taboos

Directory of Open Access Journals (Sweden)

Brice William David

2016-06-01

Full Text Available This empirical study investigates American market responses to a Spanish product that is strongly culture-laden and may violate cultural taboos. Surveys were conducted in two contrasting US universities in Arkansas and California. Contrasting student majors were also chosen: Art and Business. The product is a life-sized baby doll, designed to be breast-fed rather than bottle-fed, which highlights the benefits and normality of breast-feeding babies. Although this product is popular in its original European market, US media accounts suggested strongly negative morality-based American reactions. This study found a strong overall non-acceptance of this product in all groups, but with significant differences between groups. Results quantify the market reaction and illuminate its cultural basis by comparing responses between two culturally different regions, two contrasting college majors, different genders, and different ethnicities. In doing so, this study helps to break new ground in the international marketing of culture-laden products.

Consumer Online Search and New-Product Marketing

Science.gov (United States)

Kim, Ho

2013-01-01

This dissertation contains three essays that study the implications of online search activity for new-product marketing. Using the U.S. motion picture industry as a test case, the first essay examines the dynamic causal relationship between traditional media, consumers' media generation activity, media consumption activity, and market demand…

Marketing to increase participation in a Web-based continuing medical education cultural competence curriculum.

Science.gov (United States)

Estrada, Carlos A; Krishnamoorthy, Periyakaruppan; Smith, Ann; Staton, Lisa; Korf, Michele J; Allison, Jeroan J; Houston, Thomas K

2011-01-01

CME providers may be interested in identifying effective marketing strategies to direct users to specific content. Online advertisements for recruiting participants into activities such as clinical trials, public health programs, and continuing medical education (CME) have been effective in some but not all studies. The purpose of this study was to compare the impact of 2 marketing strategies in the context of an online CME cultural competence curriculum (www.c-comp.org). In an interrupted time-series quasi-experimental design, 2 marketing strategies were tested: (1) wide dissemination to relevant organizations over a period of approximately 4 months, and (2) Internet paid search using Google Ads (5 consecutive 8-week periods--control 1, cultural/CME advertisement, control 2, hypertension/ content advertisement, control 3). Outcome measures were CME credit requests, Web traffic (visits per day, page views, pages viewed per visit), and cost. Overall, the site was visited 19,156 times and 78,160 pages were viewed. During the wide dissemination phase, the proportion of visits requesting CME credit decreased between the first (5.3%) and second (3.3%) halves of this phase (p = .04). During the Internet paid search phase, the proportion of visits requesting CME credit was highest during the cultural/CME advertisement period (control 1, 1.4%; cultural/CME ad, 4.3%; control 2, 1.5%; hypertension/content ad, 0.6%; control 3, 0.8%; p advertisement periods. The incremental cost for the cultural advertisement per CME credit requested was US $0.64. Internet advertisement focusing on cultural competence and CME was associated with about a threefold increase in requests for CME credit at an incremental cost of under US $1; however, Web traffic changes were independent of the advertisement strategy. Copyright © 2011 The Alliance for Continuing Medical Education, the Society for Academic Continuing Medical Education, and the Council on CME, Association for Hospital Medical

Online Civic Cultures?

DEFF Research Database (Denmark)

Uldam, Julie; Askanius, Tina

2013-01-01

This article explores the potential of video activism on YouTube to form a communicative space for deliberation and dissent. It asks how commenting on activist videos can help sustain civic cultures that allow for both antagonism and inclusive political debate. Drawing on a case study of online...

Strategy of development and online marketing for website www.skutecnydarek.cz

OpenAIRE

Fodor, Aleš

2011-01-01

The goal of this bachelor's thesis is to suggest particular online marketing strategy for People in need's website - www.skutecnydarek.cz. Firstly the thesis is going to aim at analysing the present condition of marketing activities and the quality of the web site for www.skutecnydarek.cz. Then the online marketing strategy is going be developed.

Acceleration and Information: Managing South Korean Online Gaming Culture

OpenAIRE

Rea, Stephen Campbell

2015-01-01

This ethnography explores the practical experiences and institutional entanglements of online games, gaming, and gamers in contemporary South Korean culture and society. Korean online gaming culture is encountered at numerous sites and scales of experience, from the virtual worlds of online games, to the offline spaces where gaming happens, to societal practices and discourses around the management of online gaming and gamers backed by competing institutional interests. Online gaming is conte...

MARKETING COMMUNICATION IN ONLINE SOCIAL PROGRAMS: OHANIAN MODEL OF SOURCE CREDIBILITY

Directory of Open Access Journals (Sweden)

Serban Corina

2010-07-01

Full Text Available The development of the Internet as a medium for interaction with customers has resulted in many changes regarding the promotion of organizations. Online marketing is nowadays used not only to sell a product on the market, but also requires ideas and behavioral change. Non-profit organizations active in online communication are based on the quality of their provided information. Crediblity, attractiveness and usefullness are the key elements that provide effective online social programs. This paper aims to extend the scope of research in the field of social marketing by studying the Ohanian model in the online environment. The goal is to highlight the important theories and social models intrinsic to the online non-profit organizations’ communication. The results show that the efficiency of social programs depends on the level of incorporated elements of social theories in the design, content and structure of the website.

Beyond Television: Children’s Engagement with Online Food and Beverage Marketing

OpenAIRE

Rena Mendelson; Sharon Wong; Amber Farrell; Jennifer Brady

2008-01-01

Background Food and beverage marketing has been implicated in the childhood obesity “pandemic.” Prior studies have established the negative impact of television advertising on children's dietary intake, yet few have considered the role of online food and beverage marketing, particularly within the Canadian context. Objective This study explores children's engagement in online marketing and investigates the potential impact on their dietary intake. Methods Participants were recruited from the ...

MARKETING COMMUNICATION IN ONLINE SOCIAL PROGRAMS: OHANIAN MODEL OF SOURCE CREDIBILITY

OpenAIRE

Serban Corina

2010-01-01

The development of the Internet as a medium for interaction with customers has resulted in many changes regarding the promotion of organizations. Online marketing is nowadays used not only to sell a product on the market, but also requires ideas and behavioral change. Non-profit organizations active in online communication are based on the quality of their provided information. Crediblity, attractiveness and usefullness are the key elements that provide effective online social programs. This ...

Comparison of online marketing techniques on food and beverage companies’ websites in six countries

OpenAIRE

Bragg, Marie A.; Eby, Margaret; Arshonsky, Josh; Bragg, Alex; Ogedegbe, Gbenga

2017-01-01

Food and beverage marketing contributes to poor dietary choices among adults and children. As consumers spend more time on the Internet, food and beverage companies have increased their online marketing efforts. Studies have shown food companies’ online promotions use a variety of marketing techniques to promote mostly energy-dense, nutrient-poor products, but no studies have compared the online marketing techniques and nutritional quality of products promoted on food companies’ international...

Marketing Mix Implementation in Small Medium Enterprises: a Study of Galeristorey Online Business

OpenAIRE

Sari, Rora Puspita

2017-01-01

The purpose of this paper is to evaluate the implementation of marketing mix in online business company, whether the online business adopt solely the traditional marketing mix model or the internet factors is also included, since the business platform itself in on social media. Descriptive research and content analysis using interview and observation were used to analyse the marketing mix implementation in Galeristorey online business. Evidence suggested that Galeristorey implemented few elem...

Cultural Differences in Online Learning: International Student Perceptions

Science.gov (United States)

Liu, Xiaojing; Liu, Shijuan; Lee, Seung-hee; Magjuka, Richard J.

2010-01-01

This article reports the findings of a case study that investigated the perceptions of international students regarding the impact of cultural differences on their learning experiences in an online MBA program. The study also revealed that online instructors need to design courses in such a way as to remove potential cultural barriers, including…

Exploration of Online Culture Through Network Analysis of Wikipedia.

Science.gov (United States)

Park, Sung Joo; Kim, Jong Woo; Lee, Hong Joo; Park, Hyunjung; Han, Deugcheon; Gloor, Peter

2015-11-01

Understanding online culture is becoming crucial in the global and connected world. Contrary to conventional attitudinal surveys used in cultural research, this study uses the approach of directly observing culture-specific behavior that emerges from online collaboration on the Internet. The editing data of Wikipedia were analyzed in 12 languages. Distinctive cultural dimensions were identified, including collectivism, extraversion, boldness, and egalitarianism. Using network analysis, the language-framed cultural factors were extracted as an emergent phenomenon in the virtual world.

On the effect of taxation in the online sports betting market

OpenAIRE

Vidal-Puga, Juan

2016-01-01

We analyse the effect of taxation in the online sport betting market. This market is characterized by its negligible marginal costs. Taxation can be on volume (General Betting Duty) or on gross profit (Gross Profit Tax). We model the two most popular online sport betting bets: fixed-odds and spread, as compared with another traditional sport betting: parimutuel.

The Impact of Colours on Online Marketing Communications

OpenAIRE

Chai-Lee Goi

2012-01-01

Colour choice has become a common strategy and correlates highly with marketing. Three broad functions can be identified for colour in a building context especially applied in marketing communications, which are its role as an important parameter in illumination designs, its capacity to influence the visual appearance of a building in a predictable manner and as an aesthetic function. The review of literatures shows that colour has an impact on online marketing communicat...

Online Content Marketing Strategy : Case: Mediatalo Toimelias Oy

OpenAIRE

Popova, Ekaterina

2014-01-01

The purpose of the study was to get a deeper knowledge of content marketing concepts, its techniques, benefits, challenges and trends, and to create an online content marketing strategy and give clear guidelines to the case company on how to lead customers through the buying cycle. The data for this study were gathered from the various sources, particularly articles and books. The information concerned core concepts of content marketing, consumer behaviour, Internet channels, customer att...

CONSUMER BUYING BEHAVIOR TOWARDS ONLINE SHOPPING

OpenAIRE

Lakshmi. S

2016-01-01

With the increasing internet literacy, the prospect of online marketing is increasing. There are millions of people online any time and they all are a potential consumer in the online market. Since there are so many providers, the most important thing for organizations is to understand what are consumer wants and needs in this competitive business environment. Customer buying behaviors are influenced by different factors such as culture, social class, references group relation, family, salary...

Developing and Teaching an Online MBA Marketing Research Class: Implications for Online Learning Effectiveness

Science.gov (United States)

Sun, Qin; Ganesh, Gopala

2014-01-01

The authors intend to describe the experience of developing and teaching an online marketing research class for master of business administration students. The class has been taught for four fall semesters. Each time, the class also completed an online survey, analyzed the resulting data, and wrote a detailed report for a real client. The course…

The antecedents of buyers' perceived justice in online markets.

Science.gov (United States)

Chiu, Shun-Po; Chou, Huey-Wen; Chiu, Chao-Min

2013-07-01

The success of a business largely depends upon customers' intentions to continue to purchase, but this can be a challenge for vendors in online markets. This study proposes a model which identifies an initial set of justice antecedents and evaluates their relation to perceived justice, trust, and repurchase intention in online markets. The theoretical model is tested by using structural equation modeling on a data set of 424 buyers in Yahoo! Kimo online auction market. The results demonstrate that three dimensions of justice (distributive, procedural, and interactional) are positively and significantly related to trust, which in turn affects buyers' intention to repurchase. Moreover, among the three dimensions of justice judgments, distributive justice and interactional justice are relatively more important than procedural justice in predicting buyers' trust in sellers. In terms of the antecedents of justice, this study provides evidence that product quality and delivery performance are significantly related to distributive justice, while information quality and contact channel are important antecedents of procedural justice. This study also finds that responsiveness is important in enhancing buyers' judgments of interactional justice.

Online marketing for book publishers: a case study of Arsenal Pulp Press and Chronicle Books

OpenAIRE

Boyd, Carolyn

2008-01-01

The internet is changing how we go about our personal and professional lives—not only is web use increasing, the type of online tools that are becoming commonplace and the way they are being used is evolving. This paper examines the online marketing and publicity efforts of Arsenal Pulp Press and Chronicle Books, providing an overview of a number of online tools and considering the role of online marketing and publicity for book publishers in the age of web 2.0. Some of the online marketing t...

Marketing klubu HC Olomouc zaměřený na on-line komunikaci

OpenAIRE

Kramář, Josef

2015-01-01

The theoretical part of this Bachelor Thesis on the topic "Marketing of Ice-hockey club Olomouc focusing on on-line communication" has got the aim of introducing general marketing, internet marketing, social sites on the internet and also the specifics of sports marketing. The practical part then introduces the Ice-hockey club Olomouc, assesses the current state of its on-line marketing communication and shows a comparison with its competitors on social sites. There will be also a questionnai...

Online Tobacco Marketing and Subsequent Tobacco Use.

Science.gov (United States)

Soneji, Samir; Yang, JaeWon; Knutzen, Kristin E; Moran, Meghan Bridgid; Tan, Andy S L; Sargent, James; Choi, Kelvin

2018-02-01

Nearly 2.9 million US adolescents engaged with online tobacco marketing in 2013 to 2014. We assess whether engagement is a risk factor for tobacco use initiation, increased frequency of use, progression to poly-product use, and cessation. We analyzed data from 11 996 adolescents sampled in the nationally representative, longitudinal Population Assessment for Tobacco and Health study. At baseline (2013-2014), we ascertained respondents' engagement with online tobacco marketing. At follow-up (2014-2015), we determined if respondents had initiated tobacco use, increased frequency of use, progressed to poly-product use, or quit. Accounting for known risk factors, we fit a multivariable logistic regression model among never-users who engaged at baseline to predict initiation at follow-up. We fit similar models to predict increased frequency of use, progression to poly-product use, and cessation. Compared with adolescents who did not engage, those who engaged reported higher incidences of initiation (19.5% vs 11.9%), increased frequency of use (10.3% vs 4.4%), and progression to poly-product use (5.8% vs 2.4%), and lower incidence of cessation at follow-up (16.1% vs 21.5%). Accounting for other risk factors, engagement was positively associated with initiation (adjusted odds ratio [aOR] = 1.26; 95% confidence interval [CI]: 1.01-1.57), increased frequency of use (aOR = 1.58; 95% CI: 1.24-2.00), progression to poly-product use (aOR = 1.70; 95% CI: 1.20-2.43), and negatively associated with cessation (aOR = 0.71; 95% CI: 0.50-1.00). Engagement with online tobacco marketing represents a risk factor for adolescent tobacco use. FDA marketing regulation and cooperation of social-networking sites could limit engagement. Copyright © 2018 by the American Academy of Pediatrics.

Negotiating the boundary between medicine and consumer culture: online marketing of nutrigenetic tests.

Science.gov (United States)

Saukko, Paula M; Reed, Matthew; Britten, Nicky; Hogarth, Stuart

2010-03-01

Genomics researchers and policy makers have accused nutrigenetic testing companies--which provide DNA-based nutritional advice online--of misleading the public. The UK and USA regulation of the tests has hinged on whether they are classed as "medical" devices, and alternative regulatory categories for "lifestyle" and less-serious genetic tests have been proposed. This article presents the findings of a qualitative thematic analysis of the webpages of nine nutrigenetic testing companies. We argue that the companies, mirroring and negotiating the regulatory debates, were creating a new social space for products between medicine and consumer culture. This space was articulated through three themes: (i) how "genes" and tests were framed, (ii) how the individual was imagined vis a vis health information, and (iii) the advice and treatments offered. The themes mapped onto four frames or models for genetic testing: (i) clinical genetics, (ii) medicine, (iii) intermediate, and (iv) lifestyle. We suggest that the genomics researchers and policy makers appeared to perform what Gieryn (Gieryn, T.F. (1983). Boundary-work and the demarcation of science from non-science: strains and interests in professional ideologies of scientists. American Sociological Review, 48, 781-795.) has termed "boundary work", i.e., to delegitimize the tests as outside proper medicine and science. Yet, they legitimated them, though in a different way, by defining them as lifestyle, and we contend that the transformation of the boundaries of science into a creation of such hybrid or compromise categories is symptomatic of current historical times. Social scientists studying medicine have referred to the emergence of "lifestyle" products. This article contributes to this literature by examining the historical, regulatory and marketing processes through which certain goods and services become defined this way. 2009 Elsevier Ltd. All rights reserved.

Developing Online Marketing in Social Media for DORTMUNDtourismus e.V.

OpenAIRE

Steinrücken, Thomas

2010-01-01

The thesis discussed the topic of online marketing in social media. The focus was set on the social media platforms Facebook, YouTube and Flickr. Commissioner of the thesis was DORTMUNDtourismus e.V., the destination management organization for Dortmund, Germany. The research problem was to identify ways to develop online marketing in social media in a cost-efficient and innovative way in order to raise the awareness of DORTMUNDtourismus e.V. and Dortmund in social media and as a destination....

Food Marketing to Children Online: A Content Analysis of Food Company Websites.

Science.gov (United States)

Hurwitz, Lisa B; Montague, Heather; Wartella, Ellen

2017-03-01

Since 2006, many U.S. food and beverage companies have pledged to market healthier foods to children to help combat the childhood obesity epidemic. Despite this, companies' expenditures on online advertising have increased of late. To explore this seemingly contradictory situation, the authors conducted a content analysis of approximately 100 food and beverage brand websites, examining a multitude of online marketing practices across a variety of different products, as well as the relationship between marketing techniques and the nutritional profile of promoted foods. This is the first study to examine if nutrition varied by marketing technique. Few brands maintained child-oriented websites, but the brands that did have child-oriented websites included a large number of games promoting particularly obesogenic food products. Somewhat surprisingly, games with many brand identifiers were paired with slightly less obesogenic foods. These findings present a mixed picture of the threat posed by online child-oriented food marketing.

Hotel Online Marketing: The Bugibba Hotel, Radisson Blu Resort Malta, St. Julian's, Preluna Hotel & SPA

OpenAIRE

Dinh Quynh, Mai

2013-01-01

The thesis covers the study of online marketing theory, a very popular trend of marketing nowadays, especially Search Engine Optimization (SEO) and Google Adwords Campaign in the analyses of the online marketing practices of three hotels from different areas and standards in Malta, namely The Bugibba Hotel, Preluna Hotel & SPA and Radisson Blu Resort Malta, St. Julian’s. From the analyses, the thesis aims at suggesting Preluna Hotel & SPA optimal online marketing practices and answering t...

Targeted Food Marketing to Youth: Engaging Professionals in an Online Environment

Science.gov (United States)

Katras, Mary Jo; Kunkel, Kelly; Croymans, Sara R.; Routh, Brianna; Schroeder, Mary; Olson, Carrie Ann

2014-01-01

The use of technology provides unique ways to create an engaged online community of learning for professionals that can be integrated into existing and future Extension programming. The Targeted Food Marketing to Youth online professional development course uses strategies and tools to create and support an engaged online community.

Analysis of Website and Marketing Promotion To Facilitate Online Marketing in Printing Retail Industry

OpenAIRE

Patankar, Ashutosh

2011-01-01

In today’s era of internet with evolution of Web 2.0, all the organisations dealing in retail are going online. In fact online presence has been mandatory requirement today and does no longer hold any competitive advantage by far. In country like India, printing retail industry has been found to be in a state of growth. There is wide array of literature available that analyzes critical success factors for online marketing in general as well as precisely for retail industry. This management pr...

The fun culture in seniors' online communities.

Science.gov (United States)

Nimrod, Galit

2011-04-01

Previous research found that "fun on line" is the most dominant content in seniors' online communities. The present study aimed to further explore the fun culture in these communities and to discover its unique qualities. The study applied an online ethnography (netnography) approach, utilizing a full year's data from 6 leading seniors' online communities. The final database included about 50,000 posts. The majority of posts were part of online social games, including cognitive, associative, and creative games. The main subjects in all contents were sex, gender differences, aging, grandparenting, politics, faith, and alcohol. Main participatory behaviors were selective timing, using expressive style, and personalization of the online character. Although most participants were "lurkers," the active participants nurtured community norms and relationships, as reflected in the written dialogues. In a reality of limited alternatives for digital games that meet older adults' needs and interests, seniors found an independent system to satisfy their need for play. Seniors' online communities provided a unique form of casual leisure, whose nature varied among different groups of participants. The fun culture seemed to offer participants many desired benefits, including meaningful play, liminality and communitas, opportunity to practice and demonstrate their abilities, and means for coping with aging. Therefore, it may have positive impact on seniors' well-being and successful aging.

Research on Standardization of Zhejiang Plastics City Online Trade Market

Institute of Scientific and Technical Information of China (English)

Cen Guanjun

2006-01-01

@@ Since the establishment of the online trading market for Zhejiang Plastics City in Yuyao, by using leading information technology we consolidate the business, logistics, information, and capital with purchasing, transportation,warehousing, forwarding, and distribution into an integrated online trading system in terms of standardization of each process.

Engagement with Online Tobacco Marketing Among Adolescents in the US: 2013-2014 to 2014-2015.

Science.gov (United States)

Soneji, Samir; Yang, JaeWon; Moran, Meghan Bridgid; Tan, Andy S L; Sargent, James; Knutzen, Kristin E; Choi, Kelvin

2018-05-05

To assess changes in engagement with online tobacco and electronic cigarette marketing ('online tobacco marketing') among adolescents in the US between 2013 and 2015. We assessed the prevalence of 6 forms of engagement with online tobacco marketing, both overall and by brand, among adolescents sampled in Wave 1 (2013-2014; N=13,651) and Wave 2 (2014-2015; N=12,172) of the nationally representative Population Assessment for Tobacco and Health Study. Engagement was analyzed by tobacco use status: non-susceptible never tobacco users; susceptible never tobacco users; ever tobacco users, but not within the past year; and past-year tobacco users. Among all adolescents, the estimated prevalence of engagement with at least one form of online tobacco marketing increased from 8.7% in 2013-2014 to 20.9% in 2014-2015. The estimated prevalence of engagement also increased over time across all tobacco use statuses (e.g., from 10.5% to 26.6% among susceptible adolescents). Brand-specific engagement increased over time for cigarette, cigar, and e-cigarette brands. Engagement with online tobacco marketing, both for tobacco and e-cigarettes, increased almost two-fold over time. This increase emphasizes the dynamic nature of online tobacco marketing and its ability to reach youth. The Food and Drug Administration, in cooperation with social networking sites, should consider new approaches to regulate this novel form of marketing.

Gathering International Competitive Intelligence via Online Data Retrieval in the International Marketing Class.

Science.gov (United States)

Miller, Fred

A unit on online data retrieval techniques designed for a college course in international marketing is described. The unit is intended to teach students how to compile information on overseas markets and competitors. Online retrieval is seen as a relatively inexpensive means of gathering important data from otherwise inaccessible international…

Employment relations: A data driven analysis of job markets using online job boards and online professional networks

CSIR Research Space (South Africa)

Marivate, Vukosi N

2017-08-01

Full Text Available Data from online job boards and online professional networks present an opportunity to understand job markets as well as how professionals transition from one job/career to another. We propose a data driven approach to begin to understand a slice...

Women On-Line: Cultural and Relational Aspects of Women's Communication in On-line Discussion Groups.

Science.gov (United States)

Ferris, Sharmila Pixy

1996-01-01

Women's online communication often mirrors that of face-to-face communication, linguistically and relationally. Women-only online communities, however, provide an opportunity to develop a distinct relational and cultural style. Discusses gender differences in face-to-face language use, and in mixed gender online discussion groups. Describes…

Content Marketing for Small/Medium Online Re-tailers: Case Lamnia

OpenAIRE

Ngo, Mai

2015-01-01

The aim of the study was to acquire a deeper knowledge of content marketing, its relevance to small and medium online retailing businesses, and to examine the implementation of content marketing strategy by the case company. The research is done in parallel with the case company’s marketing development activities, thus it also determines the effectiveness of different content marketing tactics that were used. The data for the theoretical part of this thesis was collected from secondary da...

EFFECTIVE AVENUE OF ONLINE AND OFFLINE MARKETING IN CUSTOMER BEHAVIOR

OpenAIRE

K. Umayal Parvathi; Dr. K. G. Selvan

2018-01-01

Over the past decade, businesses have either integrated or replaced their traditional marketing with digital marketing. For some, however, the question remains: Should offline marketing be abandoned, or does it still hold value in the age of the Internet? The divide between offline and online marketing has even led to companies hiring wholly separate teams to handle print, Web and social media projects. This leads to campaigns that are disconnected and may even directly compete with one anoth...

The Resistance of national cultures to global marketing influence

OpenAIRE

Pikturnienė, Indrė

2005-01-01

Due to Increased regional integration, countries, which were previously closed to the world, became exposed to universal or partly adapted marketing mixes. A discussion whether global marketing campaigns can influence national cultures, and serve as a drive for emergence of global culture is developed in the article. The paper demonstrates that the conclusion, whether global marketing campaigns can generate globalisation of culture, depends on the definition of culture, which can overwhelm ei...

Application of Blog For Media Learning of Online Marketing courses/ Penerapan Blog Sebagai Media Pembelajaran Mata Pelajaran Pemasaran Online

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Doni Erfianto

2015-07-01

Full Text Available This study aims to: 1 describe the implementation of blog as a learning medium for online marketing subject; 2 determine students' response on the implementation of blog as a learning medium for online marketing subject; and 3 know the advantages and disadvantages after the implementation the implementation of blog as a learning medium for online marketing subject. This research is a qualitative descriptive research. Data that were taken for this study is based on the observation sheet and questionnaire. In addition, the data sources that are taken are 26 tenth grade students of Marketing 2 at SMKN 1 Probolinggo. The research finding showed that: 1 the implementation of a blog can help students to learn online marketing materials; 2 the results of the questionnaire showed that students responded positively on the implementation of blogs as a learning medium; and 3 the advantages and disadvantages after the implementation of blogs as a learning medium are: a advantages: teachers can operate a blog, students can be more active in the learning activities and creating innovative and creative learning; b dissadvantages: there is one student who did not like the virtual world and if there is a blackout, the teaching and learning activities is disrupted. Abstrak: Penelitian ini bertujuan untuk 1 mendeskripsikan penerapan blog sebagai media pembelajaran mata pelajaran pemasaran online, 2 mengetahui respon siswa terhadap penerapan blog sebagai media pembelajaran mata pelajaran pemasaran online, 3  mengetahui kelebihan dan kekurangan setelah penerapan blog sebagai media pembelajaran mata pelajaran pemasaran online. Jenis penelitian ini adalah deskriptif kualitatif. Data yang diambil untuk penelitian ini berdasarkan pada lembar observasi dan angket. Sedangkan sumber data yang diambil yaitu 26 siswa kelas X PMS 2 di SMKN 1 Probolinggo. Hasil penelitian menunjukkan bahwa 1 penerapan blog dapat membantu siswa dalam belajar materi pemasaran online, 2 hasil

A VIEWPOINT ON ECONOMY STUDENTS' PERCEPTIONS REGARDING THE PROMOTION PROCESS OF TOURISM PRODUCTS USING ONLINE MARKETING

Directory of Open Access Journals (Sweden)

Silvia, MUHCINA

2014-11-01

Full Text Available Among the tools that are used in promotional activity in tourism, the online marketing opens the possibility to promptly create offers, meet buyers' demands, and strengthen customer relationships. The online marketers consider that the Internet is a modern technology that allows firms to connect business partners, to identify more rapidly the consumers' needs, to understand and answer on individual demand. The aim of this paper is to emphasize the importance of online marketing in the process of promotion and distribution of tourism products, starting from an empirical research conducted among economic sciences faculty students. The results of this work may provide a partial image of the young people's opinion about online marketing as a tool of marketing communication, and may be approached as a modest guide for tourism marketers in the process of creating, promoting and distributing tourism offers.

How to attract customers and develop online shop’s marketing? : Case: Baby Care

OpenAIRE

Zhu, Xiaomeng; Wang, Xu

2015-01-01

The main purpose of this study was to find out suitable marketing strategy for our online shop which is named Baby Care selling baby products mainly. As ‘E-Commerce’ calls growing rapidly in China, online shops pattern is slowly recognized and accepted by consumers. Baby products’ marketing also becomes more and more popular and competitive. Today our online shop with traditional retailers is not only to partake in network counterparts, but also, it occupies a place to implement. Thus we need...

Beyond Television: Children's Engagement with Online Food and Beverage Marketing

Directory of Open Access Journals (Sweden)

Jennifer Brady

2008-01-01

Full Text Available Background Food and beverage marketing has been implicated in the childhood obesity “pandemic.” Prior studies have established the negative impact of television advertising on children's dietary intake, yet few have considered the role of online food and beverage marketing, particularly within the Canadian context. Objective This study explores children's engagement in online marketing and investigates the potential impact on their dietary intake. Methods Participants were recruited from the Ryerson University Summer Day Camp to participate in a single one-on-one semi-structured interview. Results A total of 83 children (age 7 to 13 years; mean 9.99 years; 56.3% boys, 43.8% girls participated in the study. Fewer children thought that there is food, drink, or candy advertising on the internet (67.7% than on television (98.8% (p > 0.001. Awareness of online marketing increased with age: 7 to 8 year olds (23.67%; 4, 9 to 10 years (63.89%; 23, 11 to 12 years (86.96%; 20; 13 years (100%; 9. Over one-third of children had visited a website after seeing the address advertised on television (n = 32; 38.55% or on product package (n = 29; 34.94%. Conclusions Branded internet sites, commonly featured on television and product packaging, offer new opportunities for marketers to reach children with messages promoting commercial food and beverage items. These websites are subsequently spread via word-of-mouth through children's peer networks. The independent impact of web-based food, drink and candy marketing, as well as the synergistic effect of multi-channel product promotion, on children's dietary intake merits further investigation.

THE CHALLENGES FOR MARKETING DISTANCE EDUCATION IN ONLINE ENVIRONMENT An Integrated Approach

Directory of Open Access Journals (Sweden)

Reweved by Natalija LEPKOVA

2009-10-01

Full Text Available Distance education, or distance learning, is a field ofeducation that focuses on the pedagogy and andragogy,technology, and instructional systems design that aim todeliver education to students who are not physically "on site".According to the U.S. Department of Agriculture, ―is a processto create and provide access to learning when the source ofinformation and the learners are separated by time anddistance, or both.‖ In other words, distance learning is theprocess of creating an educational experience of equalqualitative value for the learner to best suit their needsoutside the classroom. Rather than attending courses inperson, teachers and students may communicate at times oftheir own choosing by exchanging printed or electronic media,or through technology that allows them to communicate inreal time and through other online ways.The purpose of marketing is to understand trends in the field and customer needs in aglobal marketplace. In this case the customers are students and they could be called as a ―kings‖ of the market. This is a challenge with online learning because the field is in a constant state of development. Marketing online education programs is becoming more of a necessity as global competition increases. To be on time and in a right place-this is the target of distance learning marketing. 37 authors wrote 22 chapters from different 17 universities in 6 countries.This book is divided into six sections, each dealing with a different aspect of marketing for distance learning programs: strategic framework of marketing for open and distance learning programs; advertising, promotion, intellectual property issues and collaborativedistance education; marketing in global context; marketing of language teaching via distance and online programs; three specific case studies from Turkey; lessons learned and literature review.Strategic Framework of Marketing For Open And Distance Learning ProgramsIn the first chapter

Teaching cross-cultural communication skills online: a multi-method evaluation.

Science.gov (United States)

Lee, Amy L; Mader, Emily M; Morley, Christopher P

2015-04-01

Cultural competency education is an important and required part of undergraduate medical education. The objective of this study was to evaluate whether an online cross-cultural communication module could increase student use of cross-cultural communication questions that assess the patient's definition of the problem, the way the problem affects their life, their concerns about the problem, and what the treatment should be (PACT). We used multi-method assessment of students assigned to family medicine clerkship blocks that were randomized to receive online cultural competency and PACT training added to their standard curriculum or to a control group receiving the standard curriculum only. Outcomes included comparison, via analysis of variance, of number of PACT questions used during an observed Standardized Patient Exercise, end-of-year OSCE scores, and qualitative analysis of student narratives. Students (n=119) who participated in the online module (n=60) demonstrated increased use of cross-cultural communication PACT questions compared to the control group (n=59) and generally had positive themes emerge from their reflective writing. The module had the biggest impact on students who later went on to match in high communication specialties. Online teaching of cross-cultural communication skills can be effective at changing medical student behavior.

What's in a Name? Impact of marketing different course titles on enrollment for online classes.

Science.gov (United States)

Kemper, Kathi J; Woods, Charles; McBride, Allison

2008-12-01

Little is known about the impact of different marketing strategies on enrollment of online courses for health professionals. The authors compared one aspect of marketing, course titles, for online classes about herbs and dietary supplements (HDS). The authors marketed two titles-one knowledge-oriented, the other behavior-oriented-for each of seven online HDS classes. The two titles were (1) "Introduction to topic" (Knowledge) and (2) "Talking with patients about topic" (Behavior). The seven classes were two general (introduction and safety) and five specialty (women, children, the elderly, depression, and gastrointestinal) topics. The Area Health Education Center in northwest North Carolina marketed the classes. Altogether, 195 clinicians enrolled in an average of 7.6 classes per enrollee (1,487 total). For every class, enrollment was higher for knowledge-oriented than behavior-oriented titled classes (average of 124 versus 89 enrollees per class, P online classes on an unfamiliar topic. Additional marketing research is needed to inform efforts to enroll clinicians into courses on more familiar topics.

Online Gaming Appealing to the Female Market

Institute of Scientific and Technical Information of China (English)

MICHAEL O'NEILL

2006-01-01

@@ Magical Land, the latest online game from Shanda Interactive Entertainment, is a little different from other titles the company has put onto the market in the last few years. Gone is the dark and violent realism of their previous creations. In its place is a colorful,dreamlike cartoon world, closer to Hello Kitty than Dungeons and Dragons.

Examining Culture's Impact on the Learning Behaviors of International Students from Confucius Culture Studying in Western Online Learning Context

Science.gov (United States)

Kang, Haijun; Chang, Bo

2016-01-01

There is a lack of shared understanding of how culture impacts learning in online environment. Utilizing document analysis, the authors in this research study culture's impact on the learning behaviors of student sojourners from Confucius culture studying in Western online learning context. The shared understandings of Confucius culture and…

Engagement With Online Tobacco Marketing and Associations With Tobacco Product Use Among U.S. Youth.

Science.gov (United States)

Soneji, Samir; Pierce, John P; Choi, Kelvin; Portnoy, David B; Margolis, Katherine A; Stanton, Cassandra A; Moore, Rhonda J; Bansal-Travers, Maansi; Carusi, Charles; Hyland, Andrew; Sargent, James

2017-07-01

Youth who engage with online tobacco marketing may be more susceptible to tobacco use than unengaged youth. This study examines online engagement with tobacco marketing and its association with tobacco use patterns. Cross-sectional analysis of youths aged 12-17 years who participated in wave 1 of the Population Assessment of Tobacco and Health Study (N = 13,651). Engagement with tobacco marketing was based on 10 survey items including signing up for email alerts about tobacco products in the past 6 months. Logistic regression was used to examine the association of online engagement with tobacco marketing and susceptibility to use any tobacco product among never-tobacco users, ever having tried tobacco, and past 30-day tobacco use. An estimated 2.94 million U.S. youth (12%) engaged with ≥ one forms of online tobacco marketing. Compared with no engagement, the odds of susceptibility to the use of any tobacco product among never-tobacco users was independently associated with the level of online engagement: adjusted odds ratio (AOR) = 1.48 (95% confidence interval [CI], 1.24-1.76) for one form of engagement and AOR = 2.37 (95% CI, 1.53-3.68) for ≥ two forms of engagement. The odds of ever having tried tobacco were also independently associated with the level of online engagement: AOR = 1.33 (95% CI: 1.11-1.60) for one form of engagement and AOR = 1.54 (95% CI, 1.16-2.03) for ≥ two forms of engagement. The level of online engagement was not independently associated with past 30-day tobacco use. Online engagement with tobacco marketing may represent an important risk factor for the onset of tobacco use in youth. Copyright © 2017 Society for Adolescent Health and Medicine. Published by Elsevier Inc. All rights reserved.

Using Netnography to Explore the Culture of Online Language Teaching Communities

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Kulavuz-Onal, Derya

2015-01-01

Netnography (Kozinets, 2010) is an ethnographic approach to study communities that exist primarily online. Engaging in online participant observation, the netnographer connects to the online community through a computer screen, and the field is located inside the screen. Although it has been used in marketing research extensively, netnography is a…

Online marketing of food and beverages to children: a content analysis.

Science.gov (United States)

Brady, Jennifer; Mendelson, Rena; Farrell, Amber; Wong, Sharon

2010-01-01

The goal was to assess websites sponsored by food and beverage manufacturers that have pledged to market branded food and beverage products to children responsibly, by ratifying the Children's Food and Beverage Advertising Initiative (CFBAI). A content analysis was conducted of 24 purposively sampled websites sponsored by 10 companies that promote food and beverage products to children. All are participant members of the CFBAI. Of the 24 websites analyzed, the majority targeted children below age 12 (83%). An array of innovative online marketing techniques, most notably free website membership (63%), leader boards (50%), adver-games (79%), and branded downloadable content (76%), were used to encourage children's engagement with branded food and beverage promotions. Food and beverage manufacturers are engaging children with dynamic online marketing techniques that challenge regulatory codes governing broadcast media. These techniques may contradict the spirit of the CFBAI. Innovative regulatory guidelines are needed to address modern marketing media.

Cultural Imperialism and the Marketing of Native America.

Science.gov (United States)

Whitt, Laurie Anne

1995-01-01

Using capitalist market assumptions and legal theories, the Western legal system is extending practices of cultural imperialism to include commodification and marketing of indigenous cultural resources (medicinal and spiritual knowledge, ceremonies, and artistic expressions) and genetic resources (human DNA). Recognizing that law has never been…

A VIEWPOINT ON ECONOMY STUDENTS' PERCEPTIONS REGARDING THE PROMOTION PROCESS OF TOURISM PRODUCTS USING ONLINE MARKETING

OpenAIRE

Silvia, MUHCINA; Andreea-Daniela, MORARU

2014-01-01

Among the tools that are used in promotional activity in tourism, the online marketing opens the possibility to promptly create offers, meet buyers' demands, and strengthen customer relationships. The online marketers consider that the Internet is a modern technology that allows firms to connect business partners, to identify more rapidly the consumers' needs, to understand and answer on individual demand. The aim of this paper is to emphasize the importance of online marketing in the process...

Marketing Trends to Watch

Science.gov (United States)

Circle, Alison

2009-01-01

This article identifies 13 cultural trends that libraries can turn into opportunites to reach patrons. These trends include: Twitter, online reputation management, value added content, mobile marketing, and emotional connection.

A QUALITATIVE RESEARCH REGARDING THE MARKETING COMMUNICATION TOOLS USED IN THE ONLINE ENVIRONMENT

Directory of Open Access Journals (Sweden)

POP Nicolae Al.

2011-07-01

Full Text Available Starting from the meaning of the communication process in marketing, the authors try to identify its role in assuring the continuity of the management process in what concerns the relationships between all the partners of the company, on the long term. An emphasis is made on the role of online communication and its tools in relationship marketing. In order to validate some of the mentioned ideas the authors have chosen to undertake a qualitative marketing research among the managers of some Romanian tourism companies. The qualitative part of the study had as purpose the identification of the main tools which form the basis of the communication with the beneficiaries of the touristic services, of the way in which the companies use the online communication tools for attracting, keeping and developing the long term relationships with their customers in the virtual environment. The following tools have been analyzed: websites, email marketing campaigns, e-newsletters, online advertising, search engines, sponsored links, blogs, RSS feed, social networks, forums, online discussion groups, portals, infomediaries and instant messaging. The chosen investigation method was the selective survey, the research technique - explorative interrogation and the research instrument - semi structured detailed interview, based on a conversation guide. A very important fact is the classification resulted after the respondents were requested to mention the most efficient tools for attracting customers and for maintaining the relationships with them. Although the notoriety of the online marketing tools is high, there are some tools that are known by definition, but are not used at all or are not used correctly; or are not known by definition, but are used in practice. The authors contributed by validating a performing methodology of qualitative research, a study which will open new ways and means for making the online communication tools used for touristic services in

Exposure to Online Alcohol Marketing and Adolescents' Drinking: A Cross-sectional Study in Four European Countries.

Science.gov (United States)

de Bruijn, Avalon; Engels, Rutger; Anderson, Peter; Bujalski, Michal; Gosselt, Jordy; Schreckenberg, Dirk; Wohtge, Jördis; de Leeuw, Rebecca

2016-09-01

The Internet is the leading medium among European adolescents in contemporary times; even more time is spent on the Internet than watching television. This study investigates associations between online alcohol marketing exposure and onset of drinking and binge drinking among adolescents in four European countries. A total of 9038 students with a mean age of 14.05 (SD 0.82) participated in a school-based survey in Germany, Italy, the Netherlands and Poland. Logistic regression analyses of cross-sectional cross-country survey data were undertaken. Exposure to online alcohol marketing, televised alcohol advertising and ownership of alcohol-branded items was estimated to be controlled for relevant confounders. Onset of drinking and binge drinking in the past 30 days were included in the study as outcome variables. Adjusted for relevant confounders, higher exposure to (online) alcohol marketing exposure was found to be related to the odds of starting to drink (p four countries. Active engagement with online alcohol marketing was found to interact more strongly with drinking outcomes than passive exposure to online alcohol marketing. Youngsters in the four European countries report frequent exposure to online alcohol marketing. The association between this exposure and adolescents' drinking was robust and seems consistent across national contexts. © The Author 2016. Medical Council on Alcohol and Oxford University Press. All rights reserved.

Rhetorical Strategies of Consumer Activists: Reframing Market Offers to Promote Change

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Daiane Scaraboto

2013-10-01

Full Text Available Consumer researchers have most frequently looked at the influence the marketplace has on consumers’ identity projects, while the reverse process – how consumers’ identity projects influence the marketplace and general culture – is an important issue that has received less attention. Aiming to contribute to the development of this literature, we conduct a qualitative netnographic investigation of the Fat Acceptance Movement, an online-based movement led by consumer-activists who attempt to change societal attitudes about people who are fat. Our main goal is, therefore, to investigate how consumer activists who congregate online, that is, cyberactivists, reframe market offers while attempting to promote market and cultural change. We identify several rhetorical strategies employed by online consumer activists in their quests to change themselves, other consumers, and the broader culture. Our findings advance consumer research on how consumers may mobilize resources to initiate and promote self-, market-, and cultural transformations.

网上技术市场是双边市场吗?——以浙江网上技术市场为例%Is the Online Technology Market a Two-sided Market?——Taking the Zhejiang Online Technology Market as an Example

Institute of Scientific and Technical Information of China (English)

雷梦思; 李华; 王方

2017-01-01

This paper tests whether the online technology market is two-sided markets or not based on the judgment benchmark of two-sided markets.Based on the analysis of necessary conditions for the characteristics of two-sided markets in the online technology market,using Zhejiang online technology market as an example,establish the Grainger test model doing empirical test to test that online technology market meets the sufficient conditions for the existence of the two-sided markets (i.e.,cross network externalities) by collecting and collating the quantity of technical problems and technological achievements released from May 2010 to February and conclude that online technology market is a two-sided market.Implement the measurement of the degree of cross network externalities in the online technology market by setting up a hnear regression equation and put forward some problems that can be studied under the framework of the two sided market theory.%从双边市场的判断基准出发,检验网上技术市场是否为双边市场.在对网上技术市场具有双边市场特征的必要条件进行分析的基础上,以中国浙江网上技术市场为例,通过搜集整理其2010年5月至2016年2月发布的技术难题数量和技术成果数量,建立格兰杰检验模型,实证检验网上技术市场满足双边市场存在的充分条件(即具有交叉网络外部性),从而得出网上技术市场是双边市场的结论.并通过建立回归方程,实现网上技术市场交叉网络外部性程度的测度,提出可在双边市场理论框架下进行研究的若干问题.

Evaluating the Impact of Social Media Marketing on Online Course Registration

Science.gov (United States)

Spackman, Jonathan S.; Larsen, Ross

2017-01-01

This article validated one possible method, found in the luxury fashion industry, for evaluating the effectiveness of Facebook marketing activities on increasing enrollments in continuing higher education online courses. A survey assessing the qualities of social media marketing, value equity, relationship equity, brand equity, and purchase…

Essays on Incentives and Measurement of Online Marketing Efforts

OpenAIRE

Berman, Ron

2014-01-01

This dissertation contains three essays that examine different aspects of online marketing activities, the ability of marketers to measure the effectiveness of such activities, and the design of experiments to aid in this measurement.Chapter 2 examines the impact of search engine optimization (SEO) on the competition between advertisers for organic and sponsored search results. The results show that a positive level of search engine optimization may improve the search engine's ranking quality...

The borderless online user – Carving up the market for online and streaming services

DEFF Research Database (Denmark)

Riis, Thomas; Schovsbo, Jens Hemmingsen

2016-01-01

Traditionally copyright has been exploited in separate geographical markets. This practice restricts the ability of users to access online services, music, movies and sports events on their electronic devices wherever they are in Europe and regardless of borders, viz. so called ‘portability...... of amending the current legal regime. This contribution argues, however, that existing EU rules and principles, in particular the rules of competition law, may deal with the challenges of the existing restrictions on the cross-border access to online services to such an extent that those challenges...

Impact and return on investment of online marketing strategies for small and medium enterprises

OpenAIRE

Stepien, Pierre

2012-01-01

Internet has opened many opportunities for businesses. Indeed, it let them sell their products without a physical store and market their brand image faster than ever. The science of being visible online is called online marketing and it evolves every day. It is interesting to know that these strategies are less expensive than the traditional ways of marketing such as TV spots or magazines advertisement. It makes it perfect for small and medium enterprises which are limited in term of capital....

Cultural communication: Constructing new dialogues in relationship marketing

OpenAIRE

Aksaranuwat, P. B.

2005-01-01

The report attempts to deepen the understanding of the elements of culture and the trust building process that is essential to relationship marketing strategies. Looking at the supplier-client relationship between a French telecom company, Orange, and their target market in Bangkok, Thailand A questionnaire survey and semi-structure interview have been used as the tools to carry out this research. The main objective of this report is to correlate cultural studies with relationship marketing s...

Marketing Cameroon as a Cultural Tourism Destination to Finnish Tourists

OpenAIRE

Akuri, Lucien; Landa Celestin, Ndingi

2013-01-01

Cultural tourism is already a global phenomenon and has been increasingly promoted in the forms such as heritage, arts, creative, rural and urban cultural tourism, amongst others, and their sub-sections. The marketing of these cultural tourism forms and their attractions by various tourism destinations to target markets is still complex and thus, a major challenge. The study investigates the ways in which Cameroon with very rich and diverse cultural products and attractions can be markete...

Beyond Television: Children’s Engagement with Online Food and Beverage Marketing

Directory of Open Access Journals (Sweden)

Rena Mendelson

2008-01-01

Full Text Available Background: Food and beverage marketing has been implicated in the childhood obesity “pandemic.” Prior studies have established the negative impact of television advertising on children’s dietary intake, yet few have considered the role of online food and beverage marketing, particularly within the Canadian context.Objective: This study explores children’s engagement in online marketing and investigates the potential impact on their dietary intake.Methods: Participants were recruited from the Ryerson University Summer Day Camp to participate in a single one-on-one semi-structured interview.Results: A total of 83 children (age 7 to13 years; mean 9.99 years; 56.3% boys, 43.8% girls participated in the study. Fewer children thought that there is food, drink, or candy advertising on the internet (67.7% than on television (98.8% (p 0.001. Awareness of online marketing increased with age: 7 to 8 year olds (23.67%; 4, 9 to10 years (63.89%; 23, 11 to12 years (86.96%; 20; 13 years (100%; 9. Over one-third of children had visited a website after seeing the address advertised on television (n = 32; 38.55% or on product package (n = 29; 34.94%.Conclusions: Branded internet sites, commonly featured on television and product packaging, offer new opportunities for marketers to reach children with messages promoting commercial food and beverage items. These websites are subsequently spread via word-of-mouth through children’s peer networks. The independent impact of web-based food, drink and candy marketing, as well as the synergistic effect of multi-channel product promotion, on children’s dietary intake merits further investigation.

Introducing a Relationship Marketing perspective in the measurement of Online Community success

OpenAIRE

Nadia Jouini; Ilaria Dalla Pozza

2014-01-01

A relationship marketing perspective is missed in measuring the success of online communities. Scope of this paper is to introduce a relationship marketing perspective in the definition of Key Performance Indicators (KPIs) for measuring the success of onl

CHINA – THE RISING DRAGON IN E-COMMERCE : What Foreign Companies Should be Aware of When Entering the Chinese Online Shopping Market

OpenAIRE

Hackstetter, Tatjana

2013-01-01

China is expected to become the world’s largest e-commerce market by 2015. In the next few years, the Chinese online business market is forecasted to surpass the US market in terms of online shoppers and spending power. At this juncture, particularly local online companies reap the benefits from China’s growing online market. However, the burgeoning market also represents a tempting investment opportunity for foreign companies. Firms that plan to tap into the Chinese online shopping market ha...

Electronic Nicotine Delivery Systems (ENDS): Mapping the Indian Online Retail Market.

Science.gov (United States)

Mohanty, Vikrant R; Chahar, Puneet; Balappanavar, Aswini Y; Yadav, Vipul

2017-11-01

Motivating tobacco consumers to change their behavior, and harm reduction strategies, are the predominant traditional approaches to tobacco cessation. Recent trends worldwide have shown the emergence of Electronic Nicotine Delivery Systems (ENDS), such as electronic cigarettes (e-cigarettes), as a purported harm reduction strategy to traditional cigarettes. Considering the global rise in the popularity of ENDS, our study aims to survey the online retail market for ENDS in India. The current study was conducted in September-October, 2015 and 4 keywords were used to search Google India to identify online retail websites marketing ENDS. Each website was searched using the same keywords and all specific website pages displaying ENDS models were considered. Thus, data was obtained for various measures of ENDS present on the model descriptions. A total of 6 retail shopping websites were searched which revealed 65 different models of ENDS (34 brands). Forty-five models (69%) were flavored and 21 models (33%) mentioned about nicotine strengths. Seventeen models (26%) provided health warnings in their product descriptions. "No tar no tobacco" was most common claim accounting to 34 models (51%). This article provide insight into the current status of evident online sales of ENDS in India. There is urgent need to implement regulations on online sales of these products and protect the future from such approaches of tobacco control which still have divided opinions. The study permits the use of web search engine to explore market availability of ENDS at various online retail websites. Recommendations from the study can be used to guide policy makers in developing strategies tailored to regulate availability and online sales of ENDS in India. © The Author 2017. Published by Oxford University Press on behalf of the Society for Research on Nicotine and Tobacco. All rights reserved. For permissions, please e-mail: journals.permissions@oup.com.

A New Development in Online Marketing: Introducing Digital Inbound Marketing

Directory of Open Access Journals (Sweden)

Simona VINEREAN

2015-10-01

Full Text Available This paper addresses the conceptualization, scale development and scale validation related to the study of consumer engagement in online settings. It first reviews this concept and draws attention to the multidimensionality of the construct, considering the underlying cognitive, emotional, and behavioral dimensions of consumer engagement. Then, it presents the foundation of this concept in relationship marketing and adds support to this proposition. Further, it proposes the construction and psychometric assessment of a 37 scales that examine all three dimensions, based on an international sample of 110 respondents who engage with a brand on a social media network. Based on multiple and successive applications of exploratory and confirmatory factor analyses, 11 scales are developed showing strong evidence of reliability and validity measurement of consumer engagement in online settings. The final section includes a discussion of the academic contributions, managerial, implications of the findings and directions for future research.

CONCEPTUAL MODEL OF CONSUMERS TRUST TO ONLINE SHOPS

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T. Dubovyk

2014-06-01

Full Text Available In the article the conceptual model of the major factors that influence consumers trust in online shop: reliability of online store, reliable information system for making purchases online, factors of ethic interactiveness (security, third-party certification, internet-marketing communications of online-shop and other factors – that is divided enterprises of trade and consumers (demographic variables, psychological perception of internet-marketing communications, experience of purchase of commodities are in the Internet. The degree of individual customer trust propensity which reflects the personality traits, culture and previous experience. An implement signs of consumer confidence due to site elements online shop – graphic design, structured design, design of content, design harmonized with perception of target audience.

Predictors of Enrolling in Online Courses: An Exploratory Study of Students in Undergraduate Marketing Courses

Science.gov (United States)

Fontenot, Renée J.; Mathisen, Richard E.; Carley, Susan S.; Stuart, Randy S.

2015-01-01

An exploratory study of undergraduate students enrolled in marketing courses at a Southeastern regional university was conducted to determine the motivations and characteristics of marketing students who plan to be online learners and examined for differences between those who have taken and those who have not taken online classes. An online…

Marketing Culture. Summary of the conference Marketing culture in modern organization held on 1 June 2001 at Warsaw University.

OpenAIRE

Piotr Modzelewski

2001-01-01

What do we mean when we refer to "marketing"? Are they the same thing as "marketing culture", but in a people context? Is "marketing the same as salels"? How can we find an acceptable balance between the strategy and the tactics? These are important questions, because our answers have important implications.

Identifying Differences in Cultural Behavior in Online Groups

Energy Technology Data Exchange (ETDEWEB)

Gregory, Michelle L.; Engel, David W.; Bell, Eric B.; Mcgrath, Liam R.

2012-07-23

We have developed methods to identify online communities, or groups, using a combination of structural information variables and content information variables from weblog posts and their comments to build a characteristic footprint for groups. We have worked with both explicitly connected groups and 'abstract' groups, in which the connection between individuals is in interest (as determined by content based features) and behavior (metadata based features) as opposed to explicit links. We find that these variables do a good job at identifying groups, placing members within a group, and helping determine the appropriate granularity for group boundaries. The group footprint can then be used to identify differences between the online groups. In the work described here we are interested in determining how an individual's online behavior is influenced by their membership in more than one group. For example, individuals belong to a certain culture; they may belong as well to a demographic group, and other 'chosen' groups such as churches or clubs. There is a plethora of evidence surrounding the culturally sensitive adoption, use, and behavior on the Internet. In this work we begin to investigate how culturally defined internet behaviors may influence behaviors of subgroups. We do this through a series of experiments in which we analyze the interaction between culturally defined behaviors and the behaviors of the subgroups. Our goal is to (a) identify if our features can capture cultural distinctions in internet use, and (b) determine what kinds of interaction there are between levels and types of groups.

The benefits of social influence in optimized cultural markets.

Science.gov (United States)

Abeliuk, Andrés; Berbeglia, Gerardo; Cebrian, Manuel; Van Hentenryck, Pascal

2015-01-01

Social influence has been shown to create significant unpredictability in cultural markets, providing one potential explanation why experts routinely fail at predicting commercial success of cultural products. As a result, social influence is often presented in a negative light. Here, we show the benefits of social influence for cultural markets. We present a policy that uses product quality, appeal, position bias and social influence to maximize expected profits in the market. Our computational experiments show that our profit-maximizing policy leverages social influence to produce significant performance benefits for the market, while our theoretical analysis proves that our policy outperforms in expectation any policy not displaying social signals. Our results contrast with earlier work which focused on showing the unpredictability and inequalities created by social influence. Not only do we show for the first time that, under our policy, dynamically showing consumers positive social signals increases the expected profit of the seller in cultural markets. We also show that, in reasonable settings, our profit-maximizing policy does not introduce significant unpredictability and identifies "blockbusters". Overall, these results shed new light on the nature of social influence and how it can be leveraged for the benefits of the market.

Marketing Management and Cultural Learning Center: The Case Study of Arts and Cultural Office, Suansunandha Rajabhat University

OpenAIRE

Pirada Techaratpong

2014-01-01

This qualitative research has 2 objectives: to study marketing management of the cultural learning center in Suansunandha Rajabhat University and to suggest guidelines to improve its marketing management. This research is based on a case study of the Arts and Culture Office in Suansunandha Rajabhat University, Bangkok. This research found the Art and Culture Office has no formal marketing management. However, the marketing management is partly covered in the overall bu...

Cyber-pharmacies and emerging concerns on marketing drugs online

Directory of Open Access Journals (Sweden)

Vinod Scaria

2003-08-01

Full Text Available The booming e-commerce and a regulation-less environment online have led to the rise of a new generation of websites that market drugs and other products over the Internet. Some of these drugs are often herbal products or of dubious quality, often marketed with a mix of professional design and unverified/fraudulent claims. Several concerns have arisen from different corners and evidence of malpractice has emerged. But there is a lack of sufficient evidence confirming the concerns.

Predicting the Currency Market in Online Gaming via Lexicon-Based Analysis on Its Online Forum

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Young Bin Kim

2017-01-01

Full Text Available Transactions involving virtual currencies are becoming increasingly common, including those in online games. In response, predicting the market price of a virtual currency is an important task for all involved, but it has not yet attracted much attention from researchers. This paper presents user opinions from online forums in a massive multiplayer online game (MMOG setting widely used around the world. We propose a method for predicting the next-day rise and fall of the currency used in an MMOG environment. Based on analysis of online forum users’ opinions, we predict daily fluctuations in the price of a currency used in an MMOG setting. Focusing specifically on the World of Warcraft game, one of the most widely used MMOGs, we demonstrate the feasibility of predicting the fluctuation in value of virtual currencies used in this game community.

Do Culture-based Segments Predict Selection of Market Strategy?

Directory of Open Access Journals (Sweden)

Veronika Jadczaková

2015-01-01

Full Text Available Academists and practitioners have already acknowledged the importance of unobservable segmentation bases (such as psychographics yet still focusing on how well these bases are capable of describing relevant segments (the identifiability criterion rather than on how precisely these segments can predict (the predictability criterion. Therefore, this paper intends to add a debate to this topic by exploring whether culture-based segments do account for a selection of market strategy. To do so, a set of market strategy variables over a sample of 251 manufacturing firms was first regressed on a set of 19 cultural variables using canonical correlation analysis. Having found significant relationship in the first canonical function, it was further examined by means of correspondence analysis which cultural segments – if any – are linked to which market strategies. However, as correspondence analysis failed to find a significant relationship, it may be concluded that business culture might relate to the adoption of market strategy but not to the cultural groupings presented in the paper.

ONLINE COMMUNICATION IN THE BRICOLAGE MARKET

Directory of Open Access Journals (Sweden)

Mihai-Cosmin FANARU

2016-12-01

Full Text Available In the modern business online marketing communication has become an extremely important phenomenon through its scale and implications on life and society in general. This way the development of the Internet has known a significant worldwide increase in the recent years. Its importance is recognized even by the most approved personalities in literature (Kotler and Keller, 2008, the Internet offering organizations and consumers greater opportunities for interaction and individualization. This article is trying to outline the importance and role of the Internet in communication efforts undertaken by bricolage companies.

Underage access to online alcohol marketing content: a YouTube case study.

Science.gov (United States)

Barry, Adam E; Johnson, Emily; Rabre, Alexander; Darville, Gabrielle; Donovan, Kristin M; Efunbumi, Orisatalabi

2015-01-01

With the proliferation of the Internet and online social media use, alcohol advertisers are now marketing their products through social media sites such as YouTube, Facebook and Twitter. As a result, new recommendations have been made by the Federal Trade Commission concerning the self-regulation of digital marketing strategies, including content management on social and digital media sites. The current study sought to determine whether alcohol companies were implementing the self-imposed mandates that they have developed for online marketing. Specifically, we examined whether alcohol companies were implementing effective strategies that would prevent persons under the minimum legal drinking age in the USA from accessing their content on YouTube. We assessed 16 alcohol brands (beer and liquor) associated with the highest prevalence of past 30 day underage alcohol consumption in the USA. Fictitious YouTube user profiles were created and assigned the ages of 14, 17 and 19. These profiles then attempted to access and view the brewer-sponsored YouTube channels for each of the 16 selected brands. Every underage profile, regardless of age, was able to successfully subscribe to each of the 16 (100%) official YouTube channels. On average, two-thirds of the brands' channels were successfully viewed (66.67%). Alcohol industry provided online marketing content is predominantly accessible to underage adolescents. Thus, brewers are not following some of the self-developed and self-imposed mandates for online advertising by failing to implement effective age-restriction measures (i.e. age gates). © The Author 2014. Medical Council on Alcohol and Oxford University Press. All rights reserved.

Advance care planning, culture and religion: an environmental scan of Australian-based online resources.

Science.gov (United States)

Pereira-Salgado, Amanda; Mader, Patrick; Boyd, Leanne M

2017-04-20

Objectives Culture and religion are important in advance care planning (ACP), yet it is not well understood how this is represented in ACP online resources. The aim of the present study was to identify the availability of Australian-based ACP websites and online informational booklets containing cultural and religious information. Methods An environmental scanning framework was used with a Google search conducted from 30 June 2015 to 5 July 2015. Eligible Australian-based ACP websites and online informational booklets were reviewed by two analysts (APS & PM) for information pertaining to at least one culture or religion. Common characteristics were agreed upon and tabulated with narrative description. Results Seven Australian-based ACP websites were identified with varying degrees of cultural and religious information. Seven Australian-based ACP informational booklets were identified addressing culture or religion, namely of Aboriginal and Torres Strait Islander (n=5), Sikh (n=1) and Italian (n=1) communities. Twenty-one other online resources with cultural and religious information were identified, developed within the context of health and palliative care. Conclusions There is no comprehensive Australian-based ACP website or informational booklet supporting ACP across several cultural and religious contexts. Considering Australia's multicultural and multifaith population, such a resource may be beneficial in increasing awareness and uptake of ACP. What is known about the topic? Health professionals and consumers frequently use the Internet to find information. Non-regulation has resulted in the proliferation of ACP online resources (i.e. ACP websites and online informational booklets). Although this has contributed to raising awareness of ACP, the availability of Australian-based ACP online resources with cultural and religious information is not well known. What does this paper add? This paper is the first to use an environmental scanning methodology to identify

The benefits of social influence in optimized cultural markets.

Directory of Open Access Journals (Sweden)

Andrés Abeliuk

Full Text Available Social influence has been shown to create significant unpredictability in cultural markets, providing one potential explanation why experts routinely fail at predicting commercial success of cultural products. As a result, social influence is often presented in a negative light. Here, we show the benefits of social influence for cultural markets. We present a policy that uses product quality, appeal, position bias and social influence to maximize expected profits in the market. Our computational experiments show that our profit-maximizing policy leverages social influence to produce significant performance benefits for the market, while our theoretical analysis proves that our policy outperforms in expectation any policy not displaying social signals. Our results contrast with earlier work which focused on showing the unpredictability and inequalities created by social influence. Not only do we show for the first time that, under our policy, dynamically showing consumers positive social signals increases the expected profit of the seller in cultural markets. We also show that, in reasonable settings, our profit-maximizing policy does not introduce significant unpredictability and identifies "blockbusters". Overall, these results shed new light on the nature of social influence and how it can be leveraged for the benefits of the market.

旅游网络营销策略探讨%On Tourism Marketing Online Strategy

Institute of Scientific and Technical Information of China (English)

魏凤云

2014-01-01

With the rapid development of modern science and technology, modern internet technology has been applied in various aspects of daily life. In recent years, tourism has gradually become a new industry in our country's national economy. In the process of future development, tourism must change the traditional marketing model in order to obtain the competitive advantage. To be specific,tourism must fully utilize the advantage of internet technology to carry on the modern online marketing to occupy larger share of market. Current-ly, the relations between modern internet technology and tourism have become increasingly close. Marketing online has been adopted in China, becoming a new marketing model, and increasingly showed its development potential. However, as for the lag of introducing mar-keting online and influence of other objective factors in reality, marketing online in tourism still has many problems, seriously restraining the carrying out of marketing online in tourism. To this end, the thesis is aimed at putting forward the effective strategies of marketing on-line through expounding the connotation of marketing online in tourism, summarizing and analyzing the problems of carrying out market-ing online in tourism in order to promote the sustained and healthy development of tourism in our country.%随着现代科学技术的迅速发展，现代网络技术已经应用于我们生活的各个方面。虽然旅游业发展迅速，已经成为世界第一大产业，但在未来的发展过程中，旅游业要想取得竞争优势，就必须改变传统的营销方式。旅游业要充分利用互联网的优势，开展现代网络营销占领更大的市场份额。目前，现代网络技术与旅游业的联系日趋密切，网络营销在我国已经逐渐成为旅游业新的营销�

ONLINE MARKETING. CHALLENGES AND OPORTUNITIES FOR THE MILITARY HIGHER EDUCATION

OpenAIRE

Gheorghe MINCULETE; Maria -Ana CHISEGA-NEGRILA

2013-01-01

The impact of the Internet on marketing is a radical phenomenon whose elements are diffi cult to quantify. The explosive dynamics of the phenomenon has determined unpredictable evolutions, shaking the very foundations of modern economics, and putting to the test modern managers’ ability, intelligence, and capacity to adapt. In this situation, online marketing is a challenge to organizations, taking into account the opportunities offered by the Internet at global level. In higher education, on...

On-line Shopping on B2C Markets in the Czech Republic

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Pilík Michal

2012-12-01

Full Text Available The paper deals with the e-commerce theory and is aimed primarily at its usage in business-toconsumer markets. On-line purchasing management is increasing not only in the Czech Republic but also in Europe and all over the world. The customers who think rationally use on-line shopping because of money saving, speed delivery and the possibility of product comparison. This paper presents the results of a project financed by the Czech Science Foundation P403/11/ P175: The factors influencing customers’ on-line behaviour in e-commerce environment on B2C and B2B markets in the Czech Republic. 89 % of respondents use e-shops for buying products in the Czech Republic. 32 % of them use the Internet for regular purchases and 57 % of them irregularly. 11 % of respondents have not used e-shops yet.

Rethinking the Concept of Just Noticeable Difference in Online Marketing

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Viktor Vojtko

2014-12-01

Full Text Available The main goal of this study is to answer a question whether the just noticeable difference (JND related marketing practices could survive in the world with social media and as a part of online marketing. Although the findings are limited, they suggest that using of such practices might be much riskier than it used to be before and marketers should be aware of that and consider their using more thoroughly. It also shows that usage of the agent based modelling (ABM can be helpful in dealing with problems like this one and can provide further insight into dynamics of processes on consumer markets where the social media play crucial role in spreading of information.

The role of food culture and marketing activity in health disparities.

Science.gov (United States)

Williams, Jerome D; Crockett, David; Harrison, Robert L; Thomas, Kevin D

2012-11-01

Marketing activities have attracted increased attention from scholars interested in racial disparities in obesity prevalence, as well as the prevalence of other preventable conditions. Although reducing the marketing of nutritionally poor foods to racial/ethnic communities would represent a significant step forward in eliminating racial disparities in health, we focus instead on a critical-related question. What is the relationship between marketing activities, food culture, and health disparities? This commentary posits that food culture shapes the demand for food and the meaning attached to particular foods, preparation styles, and eating practices, while marketing activities shape the overall environment in which food choices are made. We build on prior research that explores the socio-cultural context in which marketing efforts are perceived and interpreted. We discuss each element of the marketing mix to highlight the complex relationship between food culture, marketing activities, and health disparities. Copyright © 2011 Elsevier Inc. All rights reserved.

Online marketing internetových stránek Golfprint.eu

OpenAIRE

Jandl, Štěpán

2012-01-01

The Master's thesis "Online marketing of website Golfprint.eu" deals with various aspects of website pages Golfprint.eu. The main objective of Master's thesis is based on the analyzes and studies to assess the specific Internet project, examine the strategy and formulate concrete proposals and recommendations with a view to the next time period. In addition to the broadly defined area of internet marketing and learn about the standard tools and factors that ensure an adequate commercial succe...

Online cancer communication: meeting the literacy, cultural and linguistic needs of diverse audiences.

Science.gov (United States)

Neuhauser, Linda; Kreps, Gary L

2008-06-01

This article provides an analysis of issues and empirical evidence related to literacy, cultural, and linguistic factors in online health and cancer communication, and recommendations to improve cancer communication for diverse audiences. We examined English-language online literature and selected books and policy documents related to literacy, cultural, and linguistic factors in health and cancer communication. Studies about literacy, cultural, and linguistic factors in online cancer communication for diverse audiences are limited, but have increased during the past 15 years. Empirical evidence and theoretical guidance describe the critical importance of these factors, significant unmet needs among low-literate, multicultural and non-English-speaking populations, and strategies to improve communication. Overall, online cancer communication has not met the literacy, cultural, and linguistic needs of diverse populations. The literature offers valuable recommendations about enhancing research, practice, and policy for better cancer communication. Practitioners should understand the strengths and weaknesses of online cancer communication for vulnerable groups, guide patients to better Websites, and supplement that information with oral and tailored communication.

Marketing information system online design for craftsmen small medium enterprises (case study: craftsmen ac)

Science.gov (United States)

Fitriana, Rina; Kurniawan, Wawan; Barlianto, Anung; Adriansyah Putra, Rizki

2016-02-01

AC is small and medium enterprises which is engaged in the field of crafts. This SME (Small Medium Enterprise) didn't have an integrated information system for managing sales. This research aims to design a marketing Information system online as applications that built as web base. The integrated system is made to manage sales and expand its market share. This study uses a structured analysis and design in its approach to build systems and also implemented a marketing framework of STP (Segmentation, Targeting, Positioning) and 4P (Price, Product, Place, Promotion) to obtain market analysis. The main market target customer craftsmen AC is women aged 13 years to 35 years. The products produced by AC are shoes, brooch, that are typical of the archipelago. The prices is range from Rp. 2000 until Rp. 400.000. Marketing information system online can be used as a sales transaction document, promoting the goods, and for customer booking products.

Competition as an Effective Tool in Developing Social Marketing Programs: Driving Behavior Change through Online Activities

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Corina ŞERBAN

2011-12-01

Full Text Available Nowadays, social marketing practices represent an important part of people’s lives. Consumers’ understanding of the need for change has become the top priority for social organizations worldwide. As a result, the number of social marketing programs has increased, making people reflect more on their behaviors and on the need to take action. Competition in social marketing can bring many benefits. The more programs initiated, the more people will start to involve in society’s problems, hereby contributing to beneficial causes. However, social organizations are in the search for competitive advantages to differentiate them on the market. This paper aims to present the role of online communication in driving competitive advantage for social organizations. Using the structural equation model, the paper describes the relations between four characteristics of the online communication: credibility, attractiveness, persuasion and promotion and then presents the correlations between these variables and website competitiveness. The resulting model shows that owning a competitive advantage in social marketing can bring many advantages to both the non-profit organization and the consumer. Therefore, the online environment can be considered a good solution for better serving consumers’ social needs. Its contribution is significant especially in programs for children and adolescents, since teenagers spend more time on the Internet than adults and are more open to using the online channels of communication. In conclusion, this article opens new opportunities for social marketers to address society’s problems and supports the integration of the online communication tools in the competition strategy.

Cultural Face of E-commerce : Armenian and Dutch Online Consumers

NARCIS (Netherlands)

Pirumyan, Tatevik; Broeder, Peter

2016-01-01

One of the restrictions of online shopping is that buyers cannot actually see, taste and try the product. This increases the importance of availability of product information in a web shop. This study investigated cultural differences and the effect of product information on online shopping. The

Predictors of Enrolling in Online Courses: An Exploratory Study of Students in Undergrad Marketing Courses

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Renée J. Fontenot

2015-01-01

Full Text Available An exploratory study of undergraduate students enrolled in marketing courses at a Southeastern regional university was conducted to determine the motivations and characteristics of marketing students who plan to be online learners and examined for differences between those who have taken and those who have not taken online classes. An online survey of Likert scales, open-ended questions and demographic questions was sent via class learning management websites. A total of 165 students of the 438 invited to participate completed the survey. A structural model was developed using SMART-PLS to estimate the relationships of constructs that predict taking online courses. Results of the study showed differences in predictors of those that have taken online courses compared to those who plan on taking online courses. A significant predictor of those planning on taking online courses is quality of learning while a significant predictor of those who have taken online courses is scheduling and timing. The results can be used to examine ways to improve/enhance the student’s educational experience, as well as an institution’s effectiveness in attracting the growing body of online learners.

Marketing strategies, perceived risks, and consumer trust in online buying behaviour

OpenAIRE

Pappas, Nikolaos

2016-01-01

Despite the rapid increase in online shopping, the literature is silent in terms of the interrelationship between perceived risk factors, the marketing impacts, and their influence on product and web-vendor consumer trust. This research focuses on holidaymakers’ perspectives using Internet bookings for their holidays. The findings reveal the associations between Internet perceived risks and the relatively equal influence of product and e-channel risks in consumers’ trust, and that online purc...

Korean Student's Online Learning Preferences and Issues: Cultural Sensitivity for Western Course Designers

Science.gov (United States)

Washburn, Earlene

2012-01-01

Scope and Method of Study: While online courses offer educational solutions, they are not academically suited for everyone. International students find distractions in online courses constructed with American philosophy, epistemology, values, and cultures as compared to experiences in their home country. Learner's culture, value system, learning…

Fatores de impacto no sucesso do marketing boca a boca on-line

OpenAIRE

Jucá Bentivegna,Fernando

2002-01-01

O marketing boca a boca caracteriza-se pela divulgação de produtos e serviços por canais interpessoais e consiste em um componente essencial no composto de comunicação de diversas empresas. Nesse sentido, o crescimento do número de consumidores conectados à Internet motiva as empresas a buscarem caminhos para maximizar o marketing boca a boca por meio de ferramentas on-line, como o marketing viral. Com o objetivo de identificar as principais características de uma ação eficaz de marketing boc...

Online Marketing Including the Utilization of Social Networks for Marketing Communications of XYZ Company

OpenAIRE

Ohlídal, Evžen

2016-01-01

Cílem provedeného výzkumu v diplomové práci je analýza současných nástrojů užívaných pro online marketing, včetně pohledu na oblast sociálních sítí. Na základě teoretických poznatků práce analyzuje konkrétní způsoby užití online marketingových nástrojů firmy XYZ, jakožto výhradního distributor značky Messoa pro Českou a Slovenskou republiku. Messoa vyrábí kamerové a dohledové systémy. Následně práce navrhuje změny, které vedou k vyšší efektivitě využití online marketingu firmy. The goal of...

How Will Online Affiliate Marketing Networks Impact Search Engine Rankings?

NARCIS (Netherlands)

D. Janssen (David); H.W.G.M. van Heck (Eric)

2007-01-01

textabstractIn online affiliate marketing networks advertising web sites offer their affiliates revenues based on provided web site traffic and associated leads and sales. Advertising web sites can have a network of thousands of affiliates providing them with web site traffic through hyperlinks on

Modern marketing approach: Concept of viral marketing

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Mihailović Lidija B.

2017-01-01

Full Text Available Today, viral marketing is one of the most effective forms of marketing and it can be used to raise awareness about the product/service of a specific company. This type of marketing thrives in a modern environment, where final users (buyers/clients dominate by spreading messages within themselves. Boosted by the advantages that modern technology brings, viral marketing is booming in the online world. For the first time, small brands have a chance to make their appearance in the global market ad challenge the dominating position of the historically top brands. All they need is content that draws attention and modern, digital culture will help spread their message. Viral marketing is the future. And with the growth of social media and other channels, marketing managers need to be careful, because it is a thin line between a good and a bad (backfired viral campaign.

Estrategias de marketing online: El caso de las agencias de viajes en Argentina

OpenAIRE

Ponziani, Denise

2013-01-01

La presente investigación pretende conocer el grado de implementación de estrategias de marketing online que tienen las agencias de viajes de Argentina hoy en día, con el fin de determinar cuáles son las más utilizadas y por qué. A partir de allí, se analizan dichas estrategias, sus ventajas y desventajas, y el impacto generado en el comportamiento de los clientes. Por un lado, se realizan entrevistas a referentes del marketing online turístico en el país, quienes con su experiencia en trabaj...

Organization culture and the marketing concept: diagnostic keys for hospitals.

Science.gov (United States)

Arnold, D R; Capella, L M; Sumrall, D A

1987-03-01

For successful adaptation to changing environmental conditions, hospital organizational cultures must incorporate the marketing concept to enhance flexibility and orientation toward the external environment. The authors propose procedures for diagnosing a hospital's culture and determining how well it has adopted and implemented the marketing concept.

What do we know about cross-cultural marketing?

Directory of Open Access Journals (Sweden)

Popovici, S.

2011-01-01

Full Text Available The strong competition on the world market determines companies to search new marketing solutions for a successful development. In the context of an ever increasing diversity and globalisation, this article presents a new kind of marketing strategy, addressing the specific case of the multicultural markets, in order to identify and clearly define new market needs. While it is obvious that these market demands are affected by the power of the traditions and national values, the use of cross-cultural marketing opens new opportunities for companies to meet these demands, and thus to increase profit.

From Tech Skills to Life Skills: Google Online Marketing Challenge and Experiential Learning

Science.gov (United States)

Croes, Jo-Anne V.; Visser, Melina M.

2015-01-01

The Google Online Marketing Challenge (GOMC) is a global, online student competition sponsored by Google. It is a prime example of an experiential learning activity that includes using real money ($250 sponsored by Google) with a real client. The GOMC has yielded compelling results in student engagement and learning objectives related to the…

Trouble Spots in Online Direct-to-Consumer Prescription Drug Promotion: Teaching Drug Marketers How to Inform Better or Spin Better?

Science.gov (United States)

Doran, Evan

2016-01-01

Hyosun Kim’s report "Trouble Spots in Online Direct to Consumer Prescription Drug Promotion: A content Analysis of FDA Warning Letters" aims to teach marketers how to avoid breaching current Food and Drug Administration (FDA) guidelines in their online drug promotion. While Kim hopes to minimise the potential for online promotion to misinform consumers and the study is carefully conducted, teaching drug marketers how to avoid the common mistakes in online drug promotion is more likely to make marketers more adept at spinning information than appropriately balancing it PMID:27239884

Online Certificate Program Moves Participants to Advanced Stages of Concern for Social Marketing

Science.gov (United States)

Chaudhary, Anil Kumar; Warner, Laura A.; Stofer, Kathryn A.

2017-01-01

Social marketing is an underused strategy that agricultural educators can employ to bring about behavior change. We designed an online certificate program for Extension professionals and other educators based on an identified need for social marketing professional development. The Concerns-Based Adoption Model (CBAM) served as the conceptual…

Forensic analysis of online marketing for electronic nicotine delivery systems.

Science.gov (United States)

Cobb, Nathan K; Brookover, Jody; Cobb, Caroline O

2015-03-01

Electronic nicotine delivery systems (ENDS) are growing in awareness and use in the USA. They are currently unregulated as the Food and Drug Administration has yet to assert jurisdiction under its tobacco authority over these products, and a US Court of Appeals held they cannot be regulated as drugs/delivery devices if they are not marketed for a therapeutic purpose. Observation of the current online marketplace suggests ENDS, like some nutraceutical products, are being promoted using affiliate marketing techniques using claims concerning purported health benefits. This study performed a forensic analysis to characterise the relationships between online ENDS affiliate advertisements and ENDS sellers, and evaluated descriptive content on advertisements and websites to inform future policy and regulatory efforts. A purposive sampling strategy was used to identify three forms of ENDS advertising. Web proxy software recorded identifiable objects and their ties to each other. Network analysis of these ties followed, as well as analysis of descriptive content on advertisements and websites identified. The forensic analysis included four ENDS advertisements, two linked affiliate websites, and two linked seller websites, and demonstrated a multilevel relationship between advertisements and sellers with multiple layers of redirection. Descriptive analysis indicated that advertisements and affiliates, but not linked sellers, included smoking cessation claims. Results suggest that ENDS sellers may be trying to distance marketing efforts containing unsubstantiated claims from sales. A separate descriptive analysis of 20 ENDS seller web pages indicated that the use of affiliate marketing by sellers may be widespread. These findings support increased monitoring and regulation of ENDS marketing to prevent deceptive marketing tactics and ensure consumer safety. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please

GROUP-BUYING ONLINE AUCTION AND OPTIMAL INVENTORY POLICY IN UNCERTAIN MARKET

Institute of Scientific and Technical Information of China (English)

Jian CHEN; Yunhui LIU; Xiping SONG

2004-01-01

In this paper we consider a group-buying online auction (GBA) model for a monopolistic manufacturer selling novel products in the uncertain market. Firstly, we introduce the bidder's dominant strategy, after which we optimize the GBA price curve and the production volume together.Finally, we compare the GBA with the traditional posted pricing mechanism and find that the GBA is highly probable to be advantageous over the posted pricing mechanism in some appropriate market environments.

Social Presence for Different Tasks and Perceived Learning in Online Hospitality Culture Exchange

Science.gov (United States)

Wang, Mei-jung; Chen, Hsueh Chu

2013-01-01

This study utilized online discussion and project construction tasks to determine the extent of social presence and collaborative learning for hospitality culture exchange. The online culture exchange lasted for 6 weeks from September to November 2011. Forty-four English majors from a hospitality college in Taiwan and an institute of education in…

eHealth Search Patterns: A Comparison of Private and Public Health Care Markets Using Online Panel Data.

Science.gov (United States)

Schneider, Janina Anne; Holland, Christopher Patrick

2017-04-13

Patient and consumer access to eHealth information is of crucial importance because of its role in patient-centered medicine and to improve knowledge about general aspects of health and medical topics. The objectives were to analyze and compare eHealth search patterns in a private (United States) and a public (United Kingdom) health care market. A new taxonomy of eHealth websites is proposed to organize the largest eHealth websites. An online measurement framework is developed that provides a precise and detailed measurement system. Online panel data are used to accurately track and analyze detailed search behavior across 100 of the largest eHealth websites in the US and UK health care markets. The health, medical, and lifestyle categories account for approximately 90% of online activity, and e-pharmacies, social media, and professional categories account for the remaining 10% of online activity. Overall search penetration of eHealth websites is significantly higher in the private (United States) than the public market (United Kingdom). Almost twice the number of eHealth users in the private market have adopted online search in the health and lifestyle categories and also spend more time per website than those in the public market. The use of medical websites for specific conditions is almost identical in both markets. The allocation of search effort across categories is similar in both the markets. For all categories, the vast majority of eHealth users only access one website within each category. Those that conduct a search of two or more websites display very narrow search patterns. All users spend relatively little time on eHealth, that is, 3-7 minutes per website. The proposed online measurement framework exploits online panel data to provide a powerful and objective method of analyzing and exploring eHealth behavior. The private health care system does appear to have an influence on eHealth search behavior in terms of search penetration and time spent per

Making Marketing Principles Tangible: Online Auctions as Living Case Studies

Science.gov (United States)

Wood, Charles M.; Suter, Tracy A.

2004-01-01

This article presents an effective course supplement for Principles of Marketing classes. An experiential project involving online auctions is offered to instructors seeking to create a more participatory student environment and an interactive teaching style. A number of learning points are illustrated that allow instructors to use an auction…

Online Marketing for Media : The Case of Greek News Websites

NARCIS (Netherlands)

Antonopoulos, N.; Veglis, A.; Emmanouloudis, A.

Nowadays it is quite easy to create a news website and start promoting it online. However, the structure of a significant amount of news websites seems to have been changing, often deviating from trends of past years or even setting their own marketing direction. Based on seven hypotheses related

A Study of the Need to Establish a Market-oriented Culture in ...

African Journals Online (AJOL)

A Study of the Need to Establish a Market-oriented Culture in Educational Institutions in Zimbabwe. ... The promotional culture of marketing is critical in getting the word out to the target market, i.e. ... EMAIL FULL TEXT EMAIL FULL TEXT

Online marketing a jeho využití pro konkrétní elektronický obchod

OpenAIRE

Böhm, David

2014-01-01

This bachelor's thesis deals with online promotion of electronic shop, namely of e-shop naradi-za-babku.cz. The aim of this thesis is to propose an online marketing strategy for named e-shop and define general recommendations on how new established e-shops should proceed with their promotion on the internet. This thesis is divided into four chapters. The first chapter presents e-commerce in general. The second part offers a theoretical definition of online marketing, its tools and features of...

Marketing and pricing strategies of online pharmacies.

Science.gov (United States)

Levaggi, Rosella; Orizio, Grazia; Domenighini, Serena; Bressanelli, Maura; Schulz, Peter J; Zani, Claudia; Caimi, Luigi; Gelatti, Umberto

2009-10-01

Internet and e-commerce have profoundly changed society, the economy, and the world of health care. The web offers opportunities to improve health, but it may also represent a big health hazard since it is a basically unregulated market with very low consumer protection. In this paper we analyze marketing and pricing strategies of online pharmacies (OPs). Our analysis shows that OPs use strategies that would be more suitable for a commodity market than for drugs. These strategies differentiate according to variety (brand or generic), quality, quantity, and target group. OPs are well aware that the vacuum in the legislation allows them to reach a target of consumers that pharmacies cannot normally reach, such as those who would like to use the drug without consulting a physician (or, even worse, against the physician's advice). In this case, they usually charge a higher price, reassure the users by minimizing on the side effects, and induce them to bulk purchase through sensible price discounts. This analysis suggests that the selling of drugs via the Internet can turn into a "public health risk", as has been pointed out by the US Food and Drug Administration.

Reputation formation and the evolution of cooperation in anonymous online markets

NARCIS (Netherlands)

Diekmann, Andreas; Jann, Ben; Przepiorka, Wojtek|info:eu-repo/dai/nl/413317617; Wehrli, Stefan

Theoretical propositions stressing the importance of trust, reciprocity, and reputation for cooperation in social exchange relations are deeply rooted in classical sociological thought. Today's online markets provide a unique opportunity to test these theories using unobtrusive data. Our study

Maintaining relationships with your patients by maximizing your online presence.

Science.gov (United States)

Donnelly, John; Kaaihue, Maarit

2011-01-01

Medical practices that take full advantage of today's online consumer-driven culture will leave other practices in their wake. With today's modern consumers looking to the Internet more and more for finding medical solutions for their family, it is imperative that your practice uses all of the tools available for creating and maintaining its online presence. We all know that having a functional Web site these days is a necessity for practically any business in any industry; however, taking your online presence further by using a few techniques can set up your practice for great success. Your online marketing should help your practice with managing patient relationships at all levels. To best reach this goal, continually analyzing data and updating your online marketing approach will help further drive leads and conversions. Using a few search engine optimization techniques as well as optimal design and marketing methods will allow you to more easily find prospective patients, build trust and credibility with your current patients, and manage your reputation.

Competition and wage effects in the global online market for microwork and services outsourcing

NARCIS (Netherlands)

Beerepoot, N.; Lambregts, B.; Nicholson, B.; Babin, R.; Lacity, M.C.

2016-01-01

A new form of service outsourcing has emerged, namely the global online job marketplace for freelance contractors. Such platforms are currently the closest proxy to the idea of a global labor market. In this chapter, we examine how competition manifests itself on one such global online platform,

Culturally Responsive Marketing of Coach and Pepsi

OpenAIRE

Edwin Quinn; Renika Quinn

2015-01-01

This study will focus on the cultural aspects of China and how the brands Coach and Pepsi will target Chinese consumers. Information will be provided on the society, economical facets, marketing analysis and positive and normative perspectives of the study. China, like with many other countries has developed certain marketing techniques as a way of gaining the interest of their consumers.

Marketing the Library in an On-Line University to Help Achieve Information Literacy

Science.gov (United States)

Murphy, Jennifer

2013-01-01

An entrepreneurial librarian takes the embedded librarian concept one step further at a completely on-line university and markets the virtual library to students, faculty and administration rather than wait for customers to come to the library. York and Vance (2009) make the observation that "one obstacle to marketing an embedded librarian…

Film production, social media marketing and participatory culture

DEFF Research Database (Denmark)

Waade, Anne Marit

Facebook and the mobile, photo-based app Instagram as the main platforms, the producers of the movie are following the users and followers online closely to understand but also stage and direct their expectations in the relation to the movie. As such, the marketing of the movie is representing a new...

Online Collaborative Learning Activities: The Perceptions of Culturally Diverse Graduate Students

Science.gov (United States)

Kumi-Yeboah, Alex; Yuan, Guangji; Dogbey, James

2017-01-01

This exploratory study examined the perceptions of minority graduate students toward online collaborative learning activities. The participants were 20 minority graduate students from diverse cultural backgrounds (10 African Americans, 5 Hispanics, and 5 international students from Africa) enrolled in online graduate instructional technology and…

Cultural Meanings Construction: An Analysis of the Organic Grape Juice Market

Directory of Open Access Journals (Sweden)

Marlon Dalmoro

2015-04-01

Full Text Available Regarding the meanings networks that involve markets, this research aims to analyze cultural meanings production in the organic grape juice market, involving consumers and producers agents. It was adopted a qualitative approach with an interpretative character by interviews with 25 consumers and producers. Cultural meanings construction description and analysis involved the socio-cultural context, interaction between agents (producers and consumers and meanings assigned by each agent. Organics are meant as food for both agents. However, others meanings associated to organics operate in dichotomic levels. It results in a non-homogeneous network between producers and consumers, reflecting the different cultural universe of each agent. These results mainly contribute in understanding the patterns of production and consumption around the food market. The lack of consolidated networks of meanings limit the construction and establishment of organic products market structures.

Návrh online marketingové strategie Zámku Fryštát v Karviné

OpenAIRE

Kratochvílová, Eliška

2017-01-01

The aim of this bachelor thesis is to devise an online marketing strategy for chateau Fryštát in Karviná. The theoretical part of this thesis deals with marketing, definitions of related terms and description of the marketing plan. The thesis also focuses on the specifications of online and social media marketing and in the last chapter of the theoretical part marketing in tourism and marketing of cultural attractions is defined. The practical part of the thesis introduces chateau Fryštát, ev...

Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach

Directory of Open Access Journals (Sweden)

Maja Šerić

2016-12-01

Full Text Available Purpose – The purpose of this paper is to assess customer perceptions of integration of marketing communications, brand awareness, and brand image in hospitality. Moreover, cross-cultural differences are considered when evaluating all the concepts, since national culture can have a considerable impact on customer behavior. Design/Methodology/Approach – After a literature review of the examined concepts, the results of an empirical study are presented and discussed. The empirical investigation was carried out by approaching 475 guests of upscale Croatian hotels. The SPSS software was employed for data analysis. Findings and implications – The results indicate that hotel guests assessed integrated marketing communications fairly highly. Brand image also reached relatively high scores, while the level of awareness of the brand was more moderate. Significant differences in perceptions among three delimited groups according to their national culture were found. The findings suggest that hotel managers should increase brand awareness and consider cross-cultural differences when implementing their business strategies. Limitations – A greater number of hotel guests according to their national culture should be approached to obtain more representative subsamples. Originality – The contribution of this work lies in examining three key marketing variables from the consumer point of view and under a cross-cultural approach. In particular, there has been little empirical evidence on IMC perceptions from the consumer perspective and hardly any considering the cultural background of the respondents. The contribution is also made to the hotel environment, as the variables were examined from the cross-cultural perspective, an issue that was completely neglected in the literature on hospitality marketing to date.

The impact of online brand community type on consumer's community engagement behaviors: consumer-created vs. marketer-created online brand community in online social-networking web sites.

Science.gov (United States)

Lee, Doohwang; Kim, Hyuk Soo; Kim, Jung Kyu

2011-01-01

The current study proposed and tested a theoretical model of consumers' online brand community engagement behaviors, with particular attention given to online brand community type (consumer vs. marketer-created). By integrating attribution and social identity theories, this study investigated the causal linkages between intrinsic motives of altruism, social identification motivations, and online brand community engagement behaviors. The results showed that consumers' online brand community engagement intentions were indirectly influenced by the different types of communities through different levels of consumers' attributions to intrinsic motives of altruism. This study also found that, in the attribution processes, consumers' intrinsic motives of altruism motivated them to identify themselves socially with the online communities they join. Finally, this study demonstrated that the intrinsic motives of altruism and social identification motivations provided strong social incentives to motivate consumers to engage in subsequent online brand community behaviors.

Moving Towards Culturally Competent Health Systems: Organizational and Market Factors

Science.gov (United States)

Weech-Maldonado, Robert; Elliott, Marc; Pradhan, Rohit; Schiller, Cameron; Dreachslin, Janice; Hays, Ron D.

2012-01-01

Cultural competency has been proposed as an organizational strategy to address racial/ethnic disparities in the health care system; disparities are a long-standing policy challenge whose relevance is only increasing with the increasing population diversity of the US and across the world. Using an integrative conceptual framework based on the resource dependency and institutional theories, we examine the relationship between organizational and market factors and hospitals’ degree of cultural competency. Our sample consists of 119 hospitals located in the state of California (US) and is constructed using the following datasets for the year 2006: Cultural Competency Assessment Tool of Hospitals (CCATH) Survey, California’s Office of Statewide Health Planning & Development’s Hospital Inpatient Discharges and Annual Hospital Financial Data, American Hospital Association’s Annual Survey, and the Area Resource File. The dependent variable consists of the degree of hospital cultural competency, as assessed by the CCATH overall score. Organizational variables include ownership status, teaching hospital, payer mix, size, system membership, financial performance, and the proportion of inpatient racial/ethnic minorities. Market characteristics included hospital competition, the proportion of racial/ethnic minorities in the area, metropolitan area, and per capita income. Regression analyses were conducted to assess the relationship between the CCATH overall score and organizational and market variables. Our results show that hospitals which are not-for-profit, serve a more diverse inpatient population, and are located in more competitive and affluent markets exhibit a higher degree of cultural competency. Our results underscore the importance of both institutional and competitive market pressures in guiding hospital behavior. For instance, while not-for-profit may adopt innovative/progressive policies like cultural competency simply as a function of their organizational

Moving towards culturally competent health systems: organizational and market factors.

Science.gov (United States)

Weech-Maldonado, Robert; Elliott, Marc N; Pradhan, Rohit; Schiller, Cameron; Dreachslin, Janice; Hays, Ron D

2012-09-01

Cultural competency has been proposed as an organizational strategy to address racial/ethnic disparities in the healthcare system; disparities are a long-standing policy challenge whose relevance is only increasing with the increasing population diversity of the US and across the world. Using an integrative conceptual framework based on the resource dependency and institutional theories, we examine the relationship between organizational and market factors and hospitals' degree of cultural competency. Our sample consists of 119 hospitals located in the state of California (US) and is constructed using the following datasets for the year 2006: Cultural Competency Assessment Tool of Hospitals (CCATH) Survey, California's Office of Statewide Health Planning & Development's Hospital Inpatient Discharges and Annual Hospital Financial Data, American Hospital Association's Annual Survey, and the Area Resource File. The dependent variable consists of the degree of hospital cultural competency, as assessed by the CCATH overall score. Organizational variables include ownership status, teaching hospital, payer mix, size, system membership, financial performance, and the proportion of inpatient racial/ethnic minorities. Market characteristics included hospital competition, the proportion of racial/ethnic minorities in the area, metropolitan area, and per capita income. Regression analyses were conducted to assess the relationship between the CCATH overall score and organizational and market variables. Our results show that hospitals which are not-for-profit, serve a more diverse inpatient population, and are located in more competitive and affluent markets exhibit a higher degree of cultural competency. Our results underscore the importance of both institutional and competitive market pressures in guiding hospital behavior. For instance, while not-for-profit may adopt innovative/progressive policies like cultural competency simply as a function of their organizational goals

EFFECT OF SOCIAL MEDIA MARKETING ON BRAND EQUITY OF ONLINE COMPANIES

OpenAIRE

Satheeka Kavisekera; Nalin Abeysekera

2016-01-01

Social Media is a prominent marketing tool profoundly used by E-Businesses to draw the attention of the online target audience that could be converted to direct traffic. However, the non-exclusivity of social media has created a unique issue for virtual enterprises that are entirely depending on digital media. The main emphasis of this study is to appreciate the significance of Social Media Marketing in promoting the Brand Equity of E-Commerce enterprises. The empirical study is based on Ka...

Social and cultural capital in project marketing service firms: Danish architectural firms on the German market

DEFF Research Database (Denmark)

Skaates, Maria Anne; Tikkanen, Henrikki; Alajoutsijärvi, Kimmo

2002-01-01

This article analyses the marketing activities of three Danish architectural firms in Germany during the 1990s from a perspective that is new to project marketing, in that the Bourdivan concepts of social and cultural capital are applied to the offerings and activities of firms. In architecture...... provide support for our claim that the accumulation of social and cultural capital is crucial to acquiring architectural projects, while also indicating that cultural and social capital are internationally transferable to a limited extent only. This in turn suggests that national construction industries...

Personal Pronouns in "About Us" Section of Online University Prospectus

Science.gov (United States)

Bano, Zakia; Shakir, Aleem

2015-01-01

The university prospectus is supposed to be a forceful and pioneering text in promoting and marketing higher education. The present research will deal with the disparities in the frequencies of first and second person pronouns in online prospectuses in cross-cultural linguistics from marketing point of view. The research question is to which…

Vietnamese cultural dimensions and its effects on the marketing strategy for international ventures

OpenAIRE

Ly, Trang Ngoc

2012-01-01

Dissertação de mestrado em Marketing e Gestão Estratégica Culture has been increasingly one of the most interesting topics in cross-cultural marketing research and practice in recent years. The issues researched reflected the importance and the effects of culture on customer demand, advertising, managerial behavior and business negotiation. Cross-cultural knowledge drives managers and international marketers to overcome this hidden entry barrier and thoroughly adapt to a new cu...

Online Fashion Store Digital Marketing Communication Risks and the Ways of Preventing them

OpenAIRE

Popova-Guzenko, Maria

2015-01-01

Since the topic of online sales is becoming more and more important nowadays, it might be useful to go through the main risks of this type of business. The given Thesis may be useful for those, who are planning to establish an online store. However, it may also be interesting to read the study for other people related to this field. The main objective of the Thesis is to detect the main risks of digital marketing communication for companies managing online fashion stores, as well as to fi...

Coastal Contacts’ Business Development in the North American Online Retail Eyeglass Market

OpenAIRE

Petersen, Curtis

2011-01-01

The following paper is an analysis of Coastal Contacts Inc. and the North American retail eyeglass industry. Coastal Contacts is an online retailer of contact lenses and prescription eyeglasses. At the time of writing the company has recently entered the eyeglasses market. This industry has an underdeveloped online retail channel. The reason the channel has not developed as quickly as other products such as contact lenses is because eyeglasses are a more complicated purchase. As more purchase...

Pilot study comparing market orientation culture of businesses and schools of business.

Science.gov (United States)

Harmon, Harry A; Webster, Robert L; Hammond, Kevin L

2003-08-01

A market orientation culture has been described as one that blends an organization's commitment to customer value with a process of continuously creating superior value for customers. Developing such a culture is further described as (1) obtaining information about customers, competitors, and markets, (2) examining the gathered information from a total organizational perspective, (3) deciding how to deliver superior customer value, and (4) implementing actions to provide value to customers. A market orientation culture focuses on the customer, identifies issues in the competitive environment, and coordinates all functional areas to achieve organizational objectives. Research has found businesses with higher market orientation are more successful in achieving organizational objectives. The measurement of market orientation within businesses has been empirically tested and validated. However, empirical research on market orientation in nonprofit organizations such as universities has not been examined. This study investigated market orientation within the university setting, specifically Schools of Business Administration, and compared these data with previously published data within the business sector. Data for comparative purposes were collected via a national survey. Hypothesis testing was conducted. Results indicated significantly lower market orientation culture within the schools of business as reported by AACSB Business School Deans vis-à-vis managers of business enterprises.

Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities

OpenAIRE

Kozinets , Robert; Wojnicki , Andrea C.; Wilner , Sarah J. S.; De Valck , Kristine

2009-01-01

Word of mouth marketing — the intentional influencing of consumer-to-consumer communications — is an increasingly important technique. The authors overview and synthesize extant word of mouth theory and present a study of a marketing campaign in which mobile phones were seeded with prominent bloggers. Eighty-three blogs were followed for six months. Findings reveal the complex cultural conditions through which marketing “hype” is transformed by consumers into the “honey” of relevant, shared c...

Cultural marketing in Europe and its impact on literature. Case study: Sylvia Plath

Directory of Open Access Journals (Sweden)

C. Pipoş

2013-06-01

Full Text Available The present article aims to discuss the impact of marketing techniques on culture. Nowadays, not only goods are sold but ideas, images, feelings become available for trading. Still, it is not easy for culture to compete against other fields and sell its goods. As it is, cultural marketing is promoting all that is related to verbal communication, culture and arts. In order to understand the impact of marketing in the 20th century on culture we chose one of the poets that understood the importance of creating a cultural product that sells – Sylvia Plath and studied her beliefs on selling art.

CONSUMER OPINIONS TOWARDS ONLINE MARKETING COMMUNICATION AND ADVERTISING ON SOCIAL NETWORKS

Directory of Open Access Journals (Sweden)

GHEORGHE ORZAN

2012-05-01

Full Text Available On the Internet, a medium that has already proven its effectiveness in marketing activities, changes take place with astonishing speed. The recent explosion of social networking applications and their number of users has captured the marketers’ attention. Companies have started to rethink their relationships with consumers and adapt to the new online world. In this virtual world of social networks the public is the key element. Consumers perceive the social network as a personal space where they control the content. They decide on their own what they want to see and share with others. Thus, in order to manage marketing communications effectively, marketers must know the consumers’ opinions towards their presence in social networks.

How should firms develop and or change their marketing competencies when developing relationships with consumers online?

OpenAIRE

Maklan, Stan

2004-01-01

An empirical study is reported which attempts both to improve marketing practice whilst developing key aspects of marketing and resource-based theory. The thesis describes how firms can develop marketing competencies to exploit emerging online marketing technology and business opportunities. In doing so, the thesis provides empirical evidence that opens up what is widely acknowledged in the literature as "the black box of resources". Specifically, it explores the way marketing ...

E-Service Quality, E-Satisfaction and E-Loyalty of Online Shoppers in Business to Consumer Market; Evidence form Malaysia

Science.gov (United States)

Ting, Ong Soo; Ariff, Mohd Shoki Md; Zakuan, Norhayati; Sulaiman, Zuraidah; Zameri Mat Saman, Muhamad

2016-05-01

The growing usage of internet and online shopping in Malaysia presents a huge prospect in e-commerce market, specifically for B2C segment. As a result, electronic service quality (e-SQ), electronic satisfaction (e-Satisfaction) and electronic loyalty (e-Loyalty) become vital for online retailers to attract and retain online shoppers in this virtual environment. The association between e-SQ, e-Satisfaction and e-Loyalty should be continuously examined to cope with the advancement in information and communication technology, and the changing expectation of online shoppers. However, construct of e-SQ for online retailers in B2C market is still debatable. In this research, E-SERVQUAL was integrated with the other e-SQ scales to measure e-SQ of a prominent online retailer in Malaysia. Specifically, the e-SQ constructs are Efficiency, Privacy and Trust, Fulfilment, Responsiveness, Contact and Website Design. 390 sets of completed and usable questionnaires were gathered using online questionnaire and convenience sampling procedure. The result indicated that the five proposed dimensions of e-SQ constitute e-SQ of online retailer in B2C market. All the dimensions of e-SQ were found to have positive and significant effect on e-Satisfaction of online shoppers. Responsiveness of e-SQ had the strongest impact on e-satisfaction of online shoppers. The shoppers e-Satisfaction was positively and significantly affected their e-Loyalty towards continuous usage of online retailer's website. Managerial and theoretical implications are discussed based on the results of the study.

Social Media Marketing – Analysis of Online presence of Slovak banks

Directory of Open Access Journals (Sweden)

Tomas Feige

2013-07-01

Full Text Available Paper focuses on areas of Social Media Marketing and Social Network Analysis. It describes case-study of joint university-business project of analysis of online presence of Slovak banks which took place in cooperation with IBM CZ in early 2012. This project was aimed at general analysis of online presence of Slovak banks, uncovering the structure of various channels and forms of bank-customer interaction and identifying key actors in banks social networks along with general sentiment and climate. Paper gives a general overview of the project and its challenges and presents high-level results.

Cultural Influences on Chinese Students' Asynchronous Online Learning in a Canadian University

Science.gov (United States)

Zhao, Naxin; McDougall, Douglas

2008-01-01

This study explored six Chinese graduate students' asynchronous online learning in a large urban Canadian university. Individual interviews in Mandarin elicited their perceptions of online learning, their participation in it, and the cultural factors that influenced their experiences. In general, the participants had a positive attitude towards…

RELATIONSHIP AMONG E-SERVICE QUALITY, CULTURE, ATTITUDE, TRUST, RISK OF ONLINE SHOPPING

OpenAIRE

Mohammad Al-Nasser; Rushami Zien Yusoff; Rabiul Islam; Abdullah Al-Nasser

2014-01-01

Purchasing is considered a risky business specifically in the online purchasing environment. The research was designed to fill the gap in the existing body of knowledge regarding attitudes and differences in electronic service quality perception between two different geographical and cultural countries-Malaysia and Saudi Arabia-regarding online shopping. Specifically, this research extended previous effort done in an online shopping context by providing evidence that high service quality incr...

Revision and Validation of a Culturally-Adapted Online Instructional Module Using Edmundson's CAP Model: A DBR Study

Science.gov (United States)

Tapanes, Marie A.

2011-01-01

In the present study, the Cultural Adaptation Process Model was applied to an online module to include adaptations responsive to the online students' culturally-influenced learning styles and preferences. The purpose was to provide the online learners with a variety of course material presentations, where the e-learners had the opportunity to…

UNDERSTANDING STUDENTS NEEDS FOR A MORE EFFECTIVE ONLINE MARKETING IN THE HIGHER EDUCATION SYSTEM

Directory of Open Access Journals (Sweden)

Popa Adela Laura

2015-07-01

Full Text Available Considering that the results of previously conducted research revealed that higher education institutions (HEIs of Romania consider their own websites as rather a communication tool with current students than a marketing tool by which to communicate and attract potential students, the aim of the research presented in this paper is to analyze and verify whether the approach of higher education institutions is consistent with the expectations of potential students. Moreover, it is trying to evaluate whether they expect that the information from the official websites of these institutions address them. The research also seeks to capture which were the different search methods and the importance of online information sources for admission to university/faculty, which are the devices used in the search, what information the students consider that would be needed to make the right choice on university, faculty and specialization, the importance given to activities ranging from email marketing and search engine marketing etc. Finally, based on primary data resulted from research conducted and the analysis of secondary data resulted from other research, we identify the main pillars that the online marketing strategy of a higher education institution should be built on according to the needs of potential students: the official Internet pages designed so as to meet the needs of the prospective students (and even parents thereof, activities specific to email marketing and Pay Per Click campaigns meant to attract the prospective students to the pages that have a potential interest to them. The results of the study confirm the results of previous research according to which higher education institutions should attach great importance to the way they think their online presence.

Recommendations to increase customer conversion rates through website optimization and online marketing Case company: RCS Training Center

OpenAIRE

Bogdanova, Daria

2016-01-01

The goal of this thesis is to establish effective online marketing strategy for a small B2C wellness studio. The commissioning company RCS Training Center wishes to attract more customers through their website and social media sites, such as Facebook and Instagram. This objective is justified by the popularity of the wellness and fitness niche online, which creates big market potential in the homeland and internationally. However, popularity also means high competition. A lack of experience i...

Perspectives of cultural tourism in the modern tourism market

Directory of Open Access Journals (Sweden)

Ilinčić Marina

2015-01-01

Full Text Available The last decades of the XX century, which the United Nations declared the decade of cultural tourism in the world, have contributed to encouraging people to think about the question of how tourism can contribute to the development of heritage and culture, or how tourism the same may compromise. However, the cultural offer today, is an essential and important part of a modern tourist offer, without which it can no longer be imagined, as cultural tourism is becoming an increasingly important segment of the global tourism market. It had a great share in the expansion of a tourist demand and tourist offer and their profiling, leading to a whole series of specific forms of tourism in its embrace, and today more attention is paid to the industrial heritage, cultural routes, cultural landscapes and similar, as current forms of cultural tourism in the modern tourism market. In fact, theorists of tourism are now faced with a number of new types of tourist movements which have resulted in the creation of various forms of cultural tourism that were not even discussed in the last century, and the fact is that a change in tourist demand brings new habits and new needs that can be implemented only through special forms of tourism.

Developing Equity Culture and Partnerships in the Investment Market: a Study on Iran’s over the Counter Market

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Mehdi SALEHI

2012-03-01

Full Text Available The equity culture has an effective role in developing investment market and represents economic development. In the current study, polling and questionnaire method was used to determine the approach of organizational stockholders and exchange stockbrokers to over the counter market (OTC role in developing partnerships and equity culture in the investment market of Iran. The results demonstrate that the statistical population deems the transparency of Iran’s OTC market favorable and that the OTC market has acceptable trading expenses for investors and company’s involvement. Also, in addition to adequate supporting and educational facilities in Iran’s OTC market, there is the potential for innovation and diversity in trading opportunities for investors and individuals and reduces investor’s risks for investment and involvement in the investment market. Also there is no significant dereference between the approaches of organizational shareholders and exchange stockbrokers with regards to the discussed variables.

Cultural Differences Applied in International Marketing : Cases Of McDonalds and Red Bull

OpenAIRE

Abdulkerimova, Assiyat

2017-01-01

The main purpose of this thesis is to demonstrate how culture and cultural differences influence on the international marketing. Also, it demonstrates how international companies deal with cross-cultural issues and problems. First, the importance of culture and two models of cultural dimensions like Hofstede and Trompenaars will be analyzed and discussed. Second, the marketing activities of two international corporations- McDonald's and Red Bull will be discussed and analyzed. The research wi...

SUSTAINING THE CULTURAL VITALITY OF URBAN PUBLIC MARKETS: A Case Study of Pasar Payang, Malaysia

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Khalilah Zakariya

2016-04-01

Full Text Available The development of a public market in the city planning is pivotal in supporting the growth of the local economy. The market is also a place where the culture of the locals evolves daily. However, the unique qualities of the market are vulnerable to the redevelopment process. This study examines the cultural aspects of Pasar Payang in Terengganu, Malaysia, as one of the well-known markets among the locals and the tourists, which will soon be redeveloped. The aim of this paper is to identify the tangible and intangible qualities of the market, so that it can sustain its cultural qualities in the future. The methods adopted for this study comprise of conducting a survey among 497 visitors, and semi-structured interviews among 19 market vendors. The findings reveal that the cultural vitality of the market can be sustained by strengthening its local identity through its products and culture, providing spaces that can facilitate tourist activities and cultural participation, and enhancing the development of the local businesses.

Analysis on online word-of-mouth of customer satisfaction in cultural and creative industries of Taiwan: using cultural heritage application and performance facilities as examples

Science.gov (United States)

Tsai, Li-Fen; Shaw, Jing-Chi; Wang, Pei-Wen; Shih, Meng-Long; Su, Yi-Jing

2011-10-01

This study aims to probe into customers' online word-of-mouth regarding cultural heritage applications and performance facilities in Cultural and Creative Industries. Findings demonstrate that, regarding online word-of-mouth for art museums, museums, and art villages, items valued by customers are design aesthetics of displays and collections, educational functions, and environments and landscapes. The percentages are 10.102%, 11.208% and 11.44%, respectively. In addition, cultural heritage applications and performance facility industries in Taiwan are highly valued in online word-of-mouth.

Cultural aspects of decision-making in online purchases

Directory of Open Access Journals (Sweden)

Natalija Guseva

2013-06-01

Full Text Available Empirical studies and e-commerce practice have shown that even in the context of globalization customers still need to feel associated by culture with the seller or the service provider. The aim of this paper is to identify and bring together the main cultural and psychological aspects that influence decision-making in e-purchases. Cultural adaptation has a great potential for improving the efficiency of communication with customers; thus, localization of the e-offer has a positive impact on the customer-seller dialogue. The results of the conducted research show the main cultural aspects, which have to be considered when adapting e-offers to Baltic (Latvia, Lithuania and Russian markets.

Culture, Product Advertising, and Advertising Agency Operations ...

African Journals Online (AJOL)

Culture, Product Advertising, and Advertising Agency Operations. ... As a means of telling the market about a new product, advertising persuades and reminds the audience of their continuous support of the ... AJOL African Journals Online.

Influence of culture on decisions in marketing mix in the international context

OpenAIRE

Constantin Sasu

2006-01-01

This article describes the impact of cultural dimensions on the four marketing mix variables (product, price, distribution, promotion) The cultural dimensions will be treated as independent variables affecting the behaviour of marketing mix variables which are seen as dependent variables. This in turn will provide the opportunity to assess the state of the art in this area both from the viewpoint of marketing practitioners, and of researchers. Concluding comments cover research issues and man...

A statistical analysis of product prices in online markets

Science.gov (United States)

Mizuno, T.; Watanabe, T.

2010-08-01

We empirically investigate fluctuations in product prices in online markets by using a tick-by-tick price data collected from a Japanese price comparison site, and find some similarities and differences between product and asset prices. The average price of a product across e-retailers behaves almost like a random walk, although the probability of price increase/decrease is higher conditional on the multiple events of price increase/decrease. This is quite similar to the property reported by previous studies about asset prices. However, we fail to find a long memory property in the volatility of product price changes. Also, we find that the price change distribution for product prices is close to an exponential distribution, rather than a power law distribution. These two findings are in a sharp contrast with the previous results regarding asset prices. We propose an interpretation that these differences may stem from the absence of speculative activities in product markets; namely, e-retailers seldom repeat buy and sell of a product, unlike traders in asset markets.

A Framework for Culturally Relevant Online Learning: Lessons from Alaska's Tribal Health Workers.

Science.gov (United States)

Cueva, Katie; Cueva, Melany; Revels, Laura; Lanier, Anne P; Dignan, Mark; Viswanath, K; Fung, Teresa T; Geller, Alan C

2018-03-22

Culturally relevant health promotion is an opportunity to reduce health inequities in diseases with modifiable risks, such as cancer. Alaska Native people bear a disproportionate cancer burden, and Alaska's rural tribal health workers consequently requested cancer education accessible online. In response, the Alaska Native Tribal Health Consortium cancer education team sought to create a framework for culturally relevant online learning to inform the creation of distance-delivered cancer education. Guided by the principles of community-based participatory action research and grounded in empowerment theory, the project team conducted a focus group with 10 Alaska Native education experts, 12 culturally diverse key informant interviews, a key stakeholder survey of 62 Alaska Native tribal health workers and their instructors/supervisors, and a literature review on distance-delivered education with Alaska Native or American Indian people. Qualitative findings were analyzed in Atlas.ti, with common themes presented in this article as a framework for culturally relevant online education. This proposed framework includes four principles: collaborative development, interactive content delivery, contextualizing learning, and creating connection. As an Alaskan tribal health worker shared "we're all in this together. All about conversations, relationships. Always learn from you/with you, together what we know and understand from the center of our experience, our ways of knowing, being, caring." The proposed framework has been applied to support cancer education and promote cancer control with Alaska Native people and has motivated health behavior change to reduce cancer risk. This framework may be adaptable to other populations to guide effective and culturally relevant online interventions.

Gender, religion, and sociopolitical issues in cross-cultural online education.

Science.gov (United States)

Zaidi, Zareen; Verstegen, Daniëlle; Naqvi, Rahat; Morahan, Page; Dornan, Tim

2016-05-01

Cross-cultural education is thought to develop critical consciousness of how unequal distributions of power and privilege affect people's health. Learners in different sociopolitical settings can join together in developing critical consciousness-awareness of power and privilege dynamics in society-by means of communication technology. The aim of this research was to define strengths and limitations of existing cross-cultural discussions in generating critical consciousness. The setting was the FAIMER international fellowship program for mid-career interdisciplinary health faculty, whose goal is to foster global advancement of health professions education. Fellows take part in participant-led, online, written, task-focused discussions on topics like professionalism, community health, and leadership. We reflexively identified text that brought sociopolitical topics into the online environment during the years 2011 and 2012 and used a discourse analysis toolset to make our content analysis relevant to critical consciousness. While references to participants' cultures and backgrounds were infrequent, narratives of political-, gender-, religion-, and other culture-related topics did emerge. When participants gave accounts of their experiences and exchanged cross-cultural stories, they were more likely to develop ad hoc networks to support one another in facing those issues than explore issues relating to the development of critical consciousness. We suggest that cross-cultural discussions need to be facilitated actively to transform learners' frames of reference, create critical consciousness, and develop cultural competence. Further research is needed into how to provide a safe environment for such learning and provide faculty development for the skills needed to facilitate these exchanges.

The impact of content marketing on attitudes and purchase intentions of online shoppers : the case videos & tutorials and user-generated content

OpenAIRE

Milhinhos, Patrícia Raquel Vasques

2015-01-01

This thesis was written as part of a Double-Degree Masters program in Management, with focus in Marketing. Aligned with the nature of the degree, this study aims to be a useful tool for managers and marketers, which conduct business online. This thesis is a study of Content Marketing in the content of online commercial product pages. Its aim is to understand how to use content marketing to drive conversion, by understanding consumer attitudes and purchase intention towards content. A in...

Language and culture modulate online semantic processing.

Science.gov (United States)

Ellis, Ceri; Kuipers, Jan R; Thierry, Guillaume; Lovett, Victoria; Turnbull, Oliver; Jones, Manon W

2015-10-01

Language has been shown to influence non-linguistic cognitive operations such as colour perception, object categorization and motion event perception. Here, we show that language also modulates higher level processing, such as semantic knowledge. Using event-related brain potentials, we show that highly fluent Welsh-English bilinguals require significantly less processing effort when reading sentences in Welsh which contain factually correct information about Wales, than when reading sentences containing the same information presented in English. Crucially, culturally irrelevant information was processed similarly in both Welsh and English. Our findings show that even in highly proficient bilinguals, language interacts with factors associated with personal identity, such as culture, to modulate online semantic processing. © The Author (2015). Published by Oxford University Press.

The design, marketing, and implementation of online continuing education about computers and nursing informatics.

Science.gov (United States)

Sweeney, Nancy M; Saarmann, Lembi; Seidman, Robert; Flagg, Joan

2006-01-01

Asynchronous online tutorials using PowerPoint slides with accompanying audio to teach practicing nurses about computers and nursing informatics were designed for this project, which awarded free continuing education units to completers. Participants had control over the advancement of slides, with the ability to repeat when desired. Graphics were kept to a minimum; thus, the program ran smoothly on computers using dial-up modems. The tutorials were marketed in live meetings and through e-mail messages on nursing listservs. Findings include that the enrollment process must be automated and instantaneous, the program must work from every type of computer and Internet connection, marketing should be live and electronic, and workshops should be offered to familiarize nurses with the online learning system.

MOOCocracy: The Learning Culture of Massive Open Online Courses

Science.gov (United States)

Loizzo, Jamie; Ertmer, Peggy A.

2016-01-01

Massive open online courses (MOOCs) are often examined and evaluated in terms of institutional cost, instructor prestige, number of students enrolled, and completion rates. MOOCs, which are connecting thousands of adult learners from diverse backgrounds, have yet to be viewed from a learning culture perspective. This research used virtual…

Comparing the Cultural Dimensions and Learner's Perceived Effectiveness of Online Learning Systems (OLS) among American and Malaysian Learners

OpenAIRE

Seng C. Keng

2018-01-01

With the rapid and exponential growth of Internet use worldwide, online learning has become one of the most widely used learning paradigms in the education environment. Yet despite the rapidly increasing cultural diversity of online learners, few studies have investigated the effectiveness of cross-cultural Online Learning Systems (OLS) using a suitable measurement to answer the question, “Do culturally different learners perceive OLS effectiveness differently?” The aim of this co...

Comparing the Cultural Dimensions and Learners' Perceived Effectiveness of Online Learning Systems (OLS) among American and Malaysian Learners

Science.gov (United States)

Keng, Seng C.

2010-01-01

With the rapid and exponential growth of Internet use worldwide, online learning has become one of the most widely used learning paradigms in the education environment. Yet despite the rapidly increasing cultural diversity of online learners, few studies have investigated the effectiveness of cross-cultural Online Learning Systems (OLS) using a…

An Empirical Study Of User Acceptance Of Online Social Networks Marketing

Directory of Open Access Journals (Sweden)

Olumayowa Mulero

2013-07-01

Full Text Available The explosion of Internet usage has drawn the attention of researchers towards online Social Networks Marketing (SNM. Research has shown that a number of the Internet users are distrustful and indecisive, when it comes to the use of social networks marketing system. Therefore, there is a need for researchers to identify some of the factors that determine users’ acceptance of social networks marketing using Technology Acceptance Model (TAM. This study extended the Technology Acceptance Model theoretical framework to predict consumer acceptance of social networks marketing within Western Cape Province of South Africa. The research model was tested using data collected from 470 questionnaires and analysed using linear regression. The results showed that user intentions to use SNM are strongly and positively correlated with user acceptance of using SNM systems. Empirical results confirmed that perceived credibility and perceived usefulness are the strongest determinant in predicting user intentions to use SNM system.

A Study of the Need to Establish a Market-oriented Culture in ...

African Journals Online (AJOL)

A Study of the Need to Establish a Market-oriented Culture in Educational ... critical in getting the word out to the target market, i.e. learners and parents, that the institution ... A typical marketing mix for developing an effective marketing strategy, ...

Playing for First Place: An Analysis of Online Reviews and Their Impact on Local Market Rankings

Directory of Open Access Journals (Sweden)

Dipendra SINGH

2016-06-01

Full Text Available Whereas past research studied the impact of online reviews on a hotel’s image, the present study analyzes the impact of various measures of customer engagement on the local market ranking of a hotel. For these purposes, the researchers collected data on a sample of hotels including the number of reviews, absolute rating (i.e. 1-5 stars, and market ranking (i.e. 1st, 2nd, 3rd place on TripAdvisor. The authors tested the relationships between number of reviews, market ranking, overall rating and number of booking transactions. Results revealed that the absolute rating of the hotel was a significant factor in determining its market ranking, whereas other elements such as the number of reviews were not. Since the logarithm used by TripAdvisor and other review sites is of a proprietary nature, research that illuminates the relationships between overall rating, market ranking, and number of reviews, helps illuminate scholar’s and practitioner’s understanding of how to improve hotel performance and online image.

Online video marketing plan for a product launch : Case company: Altal Oy

OpenAIRE

Ngo, Quan

2015-01-01

This bachelor’s thesis aims to create a detailed guideline for using marketing videos in various online channels for Altal Oy. The commissioning company, Altal Oy is a Finn-ish start-up founded by three employees in 2014. It operates in the smart home tech-nology sector. The thesis topic is based on the current needs of the company to pro-mote for the launch of its brand new products in the Finnish market. A real project of making a promotion video is conducted and reported in parallel with t...

Comparison of online marketing techniques on food and beverage companies' websites in six countries.

Science.gov (United States)

Bragg, Marie A; Eby, Margaret; Arshonsky, Josh; Bragg, Alex; Ogedegbe, Gbenga

2017-10-26

Food and beverage marketing contributes to poor dietary choices among adults and children. As consumers spend more time on the Internet, food and beverage companies have increased their online marketing efforts. Studies have shown food companies' online promotions use a variety of marketing techniques to promote mostly energy-dense, nutrient-poor products, but no studies have compared the online marketing techniques and nutritional quality of products promoted on food companies' international websites. For this descriptive study, we developed a qualitative codebook to catalogue the marketing themes used on 18 international corporate websites associated with the world's three largest fast food and beverage companies (i.e. Coca-Cola, McDonald's, Kentucky Fried Chicken). Nutritional quality of foods featured on those websites was evaluated based on quantitative Nutrient Profile Index scores and food category (e.g. fried, fresh). Beverages were sorted into categories based on added sugar content. We report descriptive statistics to compare the marketing techniques and nutritional quality of products featured on the company websites for the food and beverage company websites in two high-income countries (HICs), Germany and the United States, two upper-middle-income countries (UMICs), China and Mexico, and two lower-middle-income countries (LMICs), India and the Philippines. Of the 406 screenshots captured from company websites, 67·8% depicted a food or beverage product. HICs' websites promoted diet food or beverage products/healthier alternatives (e.g. baked chicken sandwich) significantly more often on their pages (25%), compared to LMICs (14·5%). Coca-Cola featured diet products significantly more frequently on HIC websites compared to LMIC websites. Charities were featured more often on webpages in LMICs (15·4%) compared to UMICs (2·6%) and HICs (2·3%). This study demonstrates that companies showcase healthier products in wealthier countries and advertise

Study on the impact of marketing through social media, online games and mobile applications on children's behaviour

NARCIS (Netherlands)

Lupiáñez-Villanueva, F.; Gaskell, G.; Veltri, G.A.; Theben, A.; Folkvord, F.; Bonatti, L; Bogliacino, F.; Fernández, L.; Codagnone, C.

2016-01-01

The European Online Games, Social Media and Mobile Application sector has grown substantially in recent years and children are exposed to increasingly sophisticated marketing techniques online which are often outside the purview of existing regulatory frameworks. This study aims to provide a better

The Online Market of Wheels and Tires in Russia

OpenAIRE

Masienok, Mikhail

2016-01-01

This thesis examines market situation of wheels and tires in Russia from 2014 until 2016. As the main type of cars were chosen passenger cars because they are used most. As a case study was chosen the biggest online store “Mosautoshina” and the most popular feedback site “Yandex.Market”. These sites possess real customers’ feedbacks, their opinion about each item and rating. To make right statistics for 2013 and 2014, I have used the work made by Discovery Research Group, which kind...

A biocompatible micro cell culture chamber (mu CCC) for the culturing and on-line monitoring of eukaryote cells

DEFF Research Database (Denmark)

Stangegaard, Michael; Petronis, Sarunas; Jørgensen, Anders Michael

2006-01-01

culture chip compared to cell culture flasks. The cell culture chip could without further modification support cell growth of two other cell lines. Light coming from the microscope lamp during optical recordings of the cells was the only external factor identified, that could have a negative effect...... on cell survival. Low grade light exposure was however compatible with optical recordings as well as cell viability. These results strongly indicate that a cell culture chip could be constructed that allowed for on-line optical recording of cellular events without affecting the cell culturing condition...

A biocompatible micro cell culture chamber (microCCC) for the culturing and on-line monitoring of eukaryote cells

DEFF Research Database (Denmark)

Stangegaard, Michael; Petronis, Sarunas; Jørgensen, A M

2006-01-01

culture chip compared to cell culture flasks. The cell culture chip could without further modification support cell growth of two other cell lines. Light coming from the microscope lamp during optical recordings of the cells was the only external factor identified, that could have a negative effect...... on cell survival. Low grade light exposure was however compatible with optical recordings as well as cell viability. These results strongly indicate that a cell culture chip could be constructed that allowed for on-line optical recording of cellular events without affecting the cell culturing condition...

The impact of content marketing on attitudes and purchase intentions of online shoppers : the case of videos & tutorials and user-generated content

OpenAIRE

Milhinhos, Patrícia Raquel Vasques

2016-01-01

This thesis was written as part of a Double-Degree Masters program in Management, with focus in Marketing. Aligned with the nature of the degree, this study aims to be a useful tool for managers and marketers, which conduct business online. This thesis is a study of Content Marketing in the content of online commercial product pages. Its aim is to understand how to use content marketing to drive conversion, by understanding consumer attitudes and purchase intention towards cont...

The transparency paradox. Building trust, resolving disputes and optimising logistics on conventional and online drugs markets.

Science.gov (United States)

Tzanetakis, Meropi; Kamphausen, Gerrit; Werse, Bernd; von Laufenberg, Roger

2016-09-01

In recent years, marketplaces in the darknet emerged where vendors and customers can exchange illicit drugs and other goods on digital platforms by using hidden internet services. The main thesis of this paper is that in an online environment, different practices for building trust and reputation emerge that stabilise market processes. Qualitative and quantitative data from a recent German project on conventional (offline) small-scale drug dealing as well as qualitative case studies on four online vendors operating on Agora market are used to explore alternative practices for building trust and reputation. They also explore the use of violence and logistics established on cryptomarkets in comparison to traditional dealing. To analyse the data we applied qualitative content analyses. For conventional commercial illicit drug dealing on various kinds of markets, trust between buyer and seller is a crucial issue, often emphasized by restricting deals to well-known persons. While this typically includes face-to-face contact, the opposite is true with online drug trading. It is characteristic of cryptomarkets that the parties involved in a transaction know neither the personal identity nor the physical location of one another. This is realised by using aliases, anonymising software, and cryptocurrencies for payments. Violence typically only plays a role in traditional drug dealing, but mostly, if at all, just as a latent threat for potential rule-breakers. Processing a transaction anonymously includes escrow services for the buyers, which makes trading more reliable, although they cannot completely prevent scamming. Furthermore, online drug marketplaces usually offer a customer feedback system that allows customers to rate vendors and review products. A positive vendor feedback helps building reputation and trust in such an online environment. With regard to logistics, most conventional small-scale dealers restrict their acts of selling to private surroundings to avoid

CATEGORICAL IMAGE COMPONENTS IN THE FORMING SYSTEM OF A MARKETING TECHNIQUES MANAGER’S IMAGE CULTURE

Directory of Open Access Journals (Sweden)

Anna Borisovna Cherednyakova

2015-08-01

Full Text Available Based on the understanding of the image culture formation of managers of marketing techniques, as a representative of the social and communication interaction of public structures, categorical apparatus of image culture with an emphasis on the etymology of the image, as an integral component of image culture was analyzed. Categorical components of the image are presented from the standpoint of image culture, as personal new formation, an integral part of the professional activity of the marketing techniques manager: object-communicative categorical component, subject-activity categorical component of image, personality-oriented categorical component, value-acmeological categorical component of image.The aim is to identify and justify the image categorical components as a component of image culture of the marketing techniques manager.Method and methodology of work – a general scientific research approach reflecting scientific apparatus of research.Results. Categorical components of the image, as an image culture component of manager of marketing techniques were defined.Practical implication of the results. The theoretical part of «Imageology» course, special course «Image culture of manager of marketing techniques», the theoretical and methodological study and the formation of image culture.

Internet Marketing in Cultural Industries: from movie to arts

OpenAIRE

Besana, Angela

2010-01-01

Marketing skills have been developed by firms of several cultural industries for more than three decades. From movie companies to performing arts, from museums to art fairs, every stakeholder has adopted and is going to implement innovative communication strategies. Digital advertising and e-fundraising might represent the boundaries of the present and the future of cultural promotion. First of all we will explore the impact of Information and Communication Technologies in the Cultural (cr...

Assessment of online marketing communications of an automotive company - A case study of Jaguar Cars, Sweden

OpenAIRE

Bendzovska, Daniela; Blomqvist, Michelle; Rubenstein, Sara

2008-01-01

Over the years, the traditional face of marketing has changed. Companies need to adopt ongoing marketing strategies to stay ahead of their competitors; the design and content of their strategies continue to evolve. In this thesis a case study has been conducted on one company within the automotive industry in Sweden. The case study was performed on Jaguar Cars in Sweden and an assessment of their use of Online Marketing Communication (OMC) as a marketing tool was made. The case study indicat...

Predicting Equity Markets with Digital Online Media Sentiment: Evidence from Markov-switching Models

NARCIS (Netherlands)

Nooijen, S.J.; Broda, S.A.

2016-01-01

The authors examine the predictive capabilities of online investor sentiment for the returns and volatility of MSCI U.S. Equity Sector Indices by including exogenous variables in the mean and volatility specifications of a Markov-switching model. As predicted by the semistrong efficient market

Customer response to media in marketing promotion: print versus online

OpenAIRE

Ieva, Marco

2016-01-01

Il lavoro di tesi, che si compone di tre articoli di ricerca, analizza, nel contesto della marketing promotion, la risposta del consumatore ai media in termini di ricordo, intenzione di acquisto, comportamento di acquisto e preferenza per il medium. Il lavoro, in particolare, mette a confronto due tipologie di media, carta e online, nell’ambito della price e loyalty promotion, utilizzando due disegni di ricerca sperimentali ed uno correlazionale. I risultati del lavoro mostrano che la rispost...

How Will Online Affiliate Marketing Networks Impact Search Engine Rankings?

OpenAIRE

Janssen, David; Heck, Eric

2007-01-01

textabstractIn online affiliate marketing networks advertising web sites offer their affiliates revenues based on provided web site traffic and associated leads and sales. Advertising web sites can have a network of thousands of affiliates providing them with web site traffic through hyperlinks on their web sites. Search engines such as Google, MSN, and Yahoo, consider hyperlinks as a proof of quality and/or reliability of the linked web sites, and therefore use them to determine the relevanc...

The Reciprocal and Correlative Relationship between Learning Culture and Online Education: A Case from Saudi Arabia

Science.gov (United States)

Hamdan, Amani K.

2014-01-01

The purpose of this paper is to build on the insights of educators regarding the relationship between culture and online learning. More specifically, this paper aims to explore the ways in which students' culture of learning is changing as a result of the introduction of various modes of online learning. It also aims to explore the ways in which…

Working with Real Companies, Making a Real Impact: Student Perspectives on the Google Online Marketing Challenge

Science.gov (United States)

Lang, Guido; Ceccucci, Wendy

2014-01-01

The Google Online Marketing Challenge is a global student competition in which teams are given $250 to develop and run an online advertising campaign for a business or non-profit organization over a three-week period. Despite the fact that 50,000 students have competed in the Challenge since its inception in 2008, relatively little is known about…

Consumers’ Attitude towards Online Shopping : Factors influencing Gotland consumers to shop online

OpenAIRE

Sultan, Muhammad Umar; Uddin, Md. Nasir

2011-01-01

In the era of globalization electronic marketing is a great revolution.  Over the last decade maximum business organizations are running with technological change.  Online shopping or marketing is the use of technology (i.e., computer) for better marketing performance. And retailers are devising strategies to meet the demand of online shoppers; they are busy in studying consumer behavior in the field of online shopping, to see the consumer attitudes towards online shopping. Therefore we have ...

Trouble Spots in Online Direct-to-Consumer Prescription Drug Promotion: Teaching Drug Marketers How to Inform Better or Spin Better? Comment on "Trouble Spots in Online Direct-to-Consumer Prescription Drug Promotion: A Content Analysis of FDA Warning Letters".

Science.gov (United States)

Doran, Evan

2016-02-21

Hyosun Kim's report "Trouble Spots in Online Direct to Consumer Prescription Drug Promotion: A content Analysis of FDA Warning Letters" aims to teach marketers how to avoid breaching current Food and Drug Administration (FDA) guidelines in their online drug promotion. While Kim hopes to minimise the potential for online promotion to misinform consumers and the study is carefully conducted, teaching drug marketers how to avoid the common mistakes in online drug promotion is more likely to make marketers more adept at spinning information than appropriately balancing it. © 2016 by Kerman University of Medical Sciences.

Variability in market uptake of psychotropic medications in Europe reflects cultural diversity

Directory of Open Access Journals (Sweden)

J. M. Hoebert

2017-11-01

Full Text Available Abstract Background In the last 20–30 years, many international studies have found substantial differences in the use of (older psychotropic medication between European countries. The majority mentioned an important role for attitudes and beliefs towards psychotropic medication. So far, no studies have looked into the effects of cultural diversity on the use of new medications entering the market. As national cultures relate deeply to held values regarding, for example, what is seen as effective versus ineffective or safe versus dangerous, (cultural diversity in decision making around the role of new medications in clinical practice may already be expected from the first day after market authorization. Methods This study examined the relation between cultural diversity, described in Hofstede’s model of cultural dimensions (Power Distance, Individualism, Masculinity, Uncertainty Avoidance, Indulgence and Long-Term Orientation and utilization of three new psychotropic medications, namely aripiprazole, duloxetine and pregabalin in Europe. Country level sales data of the case study medications were correlated to country-specific scores of Hofstede’s cultural dimensions. IMS Health’s MIDAS database has been used for sales data (converted to Defined Daily Doses/1000 inhabitants/day for the case study medications from the market authorization date in 2004 until December 2009 for 23 EU member states. Results Consumption of the case study medications was seen in all countries. In general, pregabalin was used more often than aripiprazole and duloxetine. In 2 years after market authorization, approximately 80% of all countries have reported use of all three molecules. Correlations between Hofstede dimensions individualism, long-term orientation and indulgence and total use of the case study medications tended to become stronger over time, but they were only statistically significant for indulgence at two years after market authorization (rho

Variability in market uptake of psychotropic medications in Europe reflects cultural diversity.

Science.gov (United States)

Hoebert, J M; Mantel-Teeuwisse, A K; Leufkens, H G M; van Dijk, L

2017-11-06

In the last 20-30 years, many international studies have found substantial differences in the use of (older) psychotropic medication between European countries. The majority mentioned an important role for attitudes and beliefs towards psychotropic medication. So far, no studies have looked into the effects of cultural diversity on the use of new medications entering the market. As national cultures relate deeply to held values regarding, for example, what is seen as effective versus ineffective or safe versus dangerous, (cultural) diversity in decision making around the role of new medications in clinical practice may already be expected from the first day after market authorization. This study examined the relation between cultural diversity, described in Hofstede's model of cultural dimensions (Power Distance, Individualism, Masculinity, Uncertainty Avoidance, Indulgence and Long-Term Orientation) and utilization of three new psychotropic medications, namely aripiprazole, duloxetine and pregabalin in Europe. Country level sales data of the case study medications were correlated to country-specific scores of Hofstede's cultural dimensions. IMS Health's MIDAS database has been used for sales data (converted to Defined Daily Doses/1000 inhabitants/day) for the case study medications from the market authorization date in 2004 until December 2009 for 23 EU member states. Consumption of the case study medications was seen in all countries. In general, pregabalin was used more often than aripiprazole and duloxetine. In 2 years after market authorization, approximately 80% of all countries have reported use of all three molecules. Correlations between Hofstede dimensions individualism, long-term orientation and indulgence and total use of the case study medications tended to become stronger over time, but they were only statistically significant for indulgence at two years after market authorization (rho = 0.51, p = 0.014) and three years after market

The influence of culture as a marketing factor on costumer's behavior

Directory of Open Access Journals (Sweden)

Đelošević Ivana

2014-01-01

Full Text Available The social factor that has the widest impact on customer's behavior is culture. The aim of this work is that through the elements and dimensions of culture explains habits, customs and tendencies of people in consumption .According to the broad and pervasive nature of culture, its study requires a thorough examination of the character of the entire society, including elements such as language, laws, customs, religion, art, technology, business partners, products and other elements that give the society a distinctive taste. Understanding the similarities and differences among costumers is very important for multinational tenderer. If there is a greater similarity between the costumers they will use similar strategies but if the beliefs and customs are different, then each country uses individual marketing strategy. In international marketing error may occur if the promotional message of a company presents in a language that is not understandable to customers in a given country and which means something completely different and unacceptable by customers. Differences in cultural values can be described in various dimensions - individualism, masculinity, power distance, avoidance of uncertainty and long-term orientation. Market segments in developing countries offer great opportunities but the creation of values in those segments means that the nuances of the culture must be understood.

Organizational culture and relationship marketing: an interorganizational perspective

Directory of Open Access Journals (Sweden)

Fabiano Larentis

2018-01-01

Full Text Available Purpose – This paper aimed to analyze the contribution of interorganizational relationships, specifically between suppliers and clients, to organizational cultural changes. Design/methodology/approach – A qualitative multiple case study in two marketing channels was performed, through in-depth interviews, observation and data analysis based on grounded theory. Findings – The contribution of trust, commitment, cooperation and learning processes has been identified in the organizational cultural changes and in the reduction of the role conflicts of the boundary spanners. Also, the role of employee turnover to weaken these dimensions and respective relations has been noticed. Originality/value – The development of an interorganizational culture has been evidenced, as a system of symbols and meanings shared by groups or individuals from different organizations, on a transitional basis, with the predominance of the cultural perspective of fragmentation. It is a culture originated from relationships through intersections of cultures, a culture of boundaries.

Impact of Cultural Differences on Students' Participation, Communication, and Learning in an Online Environment

Science.gov (United States)

Yang, Dazhi; Olesova, Larissa; Richardson, Jennifer C.

2010-01-01

Being aware of cultural differences and knowing how to deal with related differences is critical for the success of online learning and training that involves learners from multiple countries and cultures. This study examines the perceived differences of participants from two different cultures on (1) students' participation behaviors; (2)…

Trouble Spots in Online Direct-to-Consumer Prescription Drug Promotion: Teaching Drug Marketers How to Inform Better or Spin Better?; Comment on “Trouble Spots in Online Direct-to-Consumer Prescription Drug Promotion: A Content Analysis of FDA Warning Letters”

Directory of Open Access Journals (Sweden)

Evan Doran

2016-05-01

Full Text Available Hyosun Kim’s report “Trouble Spots in Online Direct to Consumer Prescription Drug Promotion: A content Analysis of FDA Warning Letters”aims to teach marketers how to avoid breaching current Food and Drug Administration (FDA guidelines in their online drug promotion. While Kim hopes to minimise the potential for online promotion to misinform consumers and the study is carefully conducted, teaching drug marketers how to avoid the common mistakes in online drug promotion is more likely to make marketers more adept at spinning information than appropriately balancing it.

CULTURAL ISSUES IN WEBSITE DESIGN. A EUROPEAN PERSPECTIVE ON ELECTRONIC COMMERCE

Directory of Open Access Journals (Sweden)

Claudia Asimionoaei

2009-09-01

Full Text Available Commerce and electronic business have gained momentum in recent years. Attracted by the mirage of global markets, most companies enter the virtual environment without taking into account thecultural implications of such a step. The major question that arises at this stage of development of global trade on the Internet is if companies understand the importance of cultural factors in their actions on the global market and if we have tools, theories and models with which to carry out cultural analysis for understanding cultural environments online.

Developing an international market entry strategy and tactical plan for the cultural tourism of Turkey in South Korea market

OpenAIRE

Alaeddinoğlu, Faruk; Can, Ali Selçuk

2009-01-01

Since international tourism market is more competitive and lucrative, most of countries want to give their emphasis on their promotional activities in order to increase their market share. This aim can be achieved either through the product diversification or penetrating new markets. In this regard, this paper primarily focuses on developing market entry strategy and tactical plan for cultural tourism of Turkey in Korean market. After the justification of Korean outbound tourism based on anal...

APPLICATION OF FUZZY LOGIC BASED APPAREL SIZE FINDER IN ONLINE MARKETING

Directory of Open Access Journals (Sweden)

DEMIR Murat

2017-05-01

Full Text Available The emergence of online retailing has been one of the most significant developments in business history. Altough proportion of apparel sales in online retailing also has been shown rapid increase, there are some significant barriers to overcome for expanding this market share. It is seen in literature that there are many researchers point out that finding right size apparel is the one of the most significant problems in online retailing. There are many study to solve this problem but still there is not an exact solution yet. Creating 3D avatars for virtual try on or scanning body measurements of consumers have been used to solved this problem but any study has not come up with a reliable solution. In this study, a fuzzy logic based apparel size finder website is proposed. The benefits and working princible of this website are also explained. In this website, both of consumers and retailers can create a profile page for sharing products or following each other. Once consumers follow a profile of retailer, they can see the right size of any shared apparel. On the other hand, retailers can also directly send message to certain users for certain size apparel. This system brings advantages for both parties. Consumers can reach the correct size of apparel and retailers can reach to target customer. It is assumed that creating website alike this or application of existing online retailers will help to reduce return in apparel online retailing as well as it may help to expand online retailing.

Critical Pedagogy 2.0: Researching the Visual Culture of Marketing with Teenage Coresearchers

Science.gov (United States)

Ciampaglia, Steve

2014-01-01

This article charts the progression of my critical teaching practice as it examines how the emancipatory critical pedagogy of the visual culture of marketing used in my master's thesis study evolved into the critical-democratic pedagogy of the visual culture of marketing used in my dissertation study. It explores how my use of these two distinct…

The Influence of the Middle East Respiratory Syndrome Outbreak on Online and Offline Markets for Retail Sales

Directory of Open Access Journals (Sweden)

Eunae Jung

2017-03-01

Full Text Available This study investigates whether the Middle East Respiratory Syndrome (MERS outbreak in Korea affected online and offline retail sales and determines the presence of a substitution or delay effect between the two. We analyze the monthly retail sales of electronic goods, semi-luxury goods, and groceries using an autoregressive integrated moving average (ARIMA model with intervention. The findings are as follows. First, offline sales of electronic goods declined by 7.9%, while online sales increased by 7.03%, indicating that these markets can act as substitutes. Second, the offline sales of semi-luxury goods decreased for two months, while online sales remained the same, indicating that there can be a delay effect in the offline market. Finally, despite the slight increase in online sales and the moderate decrease in offline sales, the MERS outbreak did not have a statistically significant effect on grocery sales. Our research findings imply that stakeholders such as the government and retail provided useful information on how to deal with the unexpected outbreak

Cultural Communication Characteristics and Student Connectedness in an Online Environment: Perceptions and Preferences of Online Graduate Students

Science.gov (United States)

Green, Tim; Hoffmann, Malia; Donovan, Loretta; Phuntsog, Nawang

2017-01-01

This multi-year exploratory research examined the perceptions of connectedness of students enrolled in an online cohort-based Master's program in educational technology. The research specifically examined the level of connectedness the graduate students from low-context and high-context cultures felt towards their peers, the professors, and the…

E-Marketing- A Global Perspective

OpenAIRE

Parminder Kaur; Dr. Ashutosh Pathak

2015-01-01

E-commerce provides the capability of buying and selling products, information and services on the Internet and other online environments . E-Marketing is also known as web marketing , Online marketing and internet marketing. E- Marketing is a management process . The aim of e-marketing is marketing is establish maintain and long-term relationship with customers. Online Marketing includes identify unmet needs, producing products and services to meet those need and pricing, distrib...

Peranan Instagram Sebagai Media Komunikasi Pemasaran Bisnis Online (Studi Deskriptif Kualitatif pada Bisnis Online Floshablee)

OpenAIRE

Simanjuntak, Kelly Agatha

2015-01-01

The title of this research is Instagram’s Role as TheMedia of e-Commerce Marketing Communication (Descriptive Studyat Floshablee Online Shop). The goals of this research are to know how Instagram’s role in the process of marketing communication at Floshablee Online Shop, how its role in the marketing communication mix of Floshablee Online Shop and what are the obtacles that found by the owner of Floshablee Online Shop when she is using Instagram as a media of the marketing communication.The t...

Schizophrenia in Chinese and U.S. Online News Media: Exploring Cultural Influence on the Mediated Portrayal of Schizophrenia.

Science.gov (United States)

Yang, Yiyi; Parrott, Scott

2018-05-01

Drawing on the constructionist framing approach, this quantitative content analysis compares online news coverage of schizophrenia in China and the United States in 2015. Incorporating the concept of individualism-collectivism, this study seeks to unveil the effects of culture on the framing of causes, solutions, responsibility attribution, and discourse types. The findings reveal that the link between cultural orientation and the media's framing of schizophrenia is not simple, as both cross-cultural consistency and differences were observed. In addition, compared to U.S. online media, Chinese online news outlets were more likely to cover schizophrenia episodically, while placing more problem-solving responsibility on society. Moreover, examining stigma and challenge cues, this study also found that schizophrenia was more severely stigmatized in Chinese than in U.S. online news platforms. Theoretical and practical implications are discussed.

Current Behaviours and Future Prospects of Online Film Consumption in China: A Social Marketing Perspective

OpenAIRE

Zhuang, Yunhong

2013-01-01

Free film downloading services have gained large popularity among Chinese consumers, although there is potential film copyright losses as many of the downloading resources offer pirated films. Based on previous studies of consumer behaviour theory, social marketing and film piracy, this research was an attempt to gain an understanding of the factors that influence consumer film downloading and to discuss the role of social marketing in changing such behaviour through promoting paid online fil...

International market orientation and stakeholder management in institutions of culture and art in Croatia

Directory of Open Access Journals (Sweden)

Zoran Mihanović

2016-01-01

Full Text Available In today's post-industrial age, on the level of the EU, it is advocated to link the areas of culture and art with the business sector. The institutions of culture and art are also encouraged to participate in international activities/co-operate internationally and gain competitive advantage. However, in the international environment, they are exposed to new circumstances, as demands for specific market data (which should be collected, disseminated and addressed and the organizational complexity are becoming much higher. We believe that such constraints can be overcome only by those institutions, which include the marketing concept in their operations and more effectively manage their target groups. Therefore, this study analyzes the market orientation and the management of the target groups for the internationally active institutions of culture and arts. We apply an adapted behavioral approach model of marketing orientation, based multiple constituencies. The empirical results show that institutions, which do establish international cooperation, direct their marketing activities toward all their target groups. They also adopt the marketing concept to a larger extent, have a higher level of market orientation and manage their target groups more effectively.

Cross-Cultural Differences in Undergraduate Students' Perceptions of Online Barriers

Science.gov (United States)

Olesova, Larisa; Yang, Dazhi; Richardson, Jennifer C.

2011-01-01

The intent of this study was to learn about students' perceived barriers and the impact of those barriers on the quality of online discussions between two distinct cultural groups in Eastern and Northern Siberia (Russia). A mixed-methods approach utilizing surveys and interviews was used to investigate (1) the types of barriers the students…

A New Method of Measuring Online Media Advertising Effectiveness: Prospective Meta-Analysis in Marketing

NARCIS (Netherlands)

G. Liberali (Gui); G.L. Urban (Glen); B.G.C. Dellaert (Benedict); C. Tucker (Catherine); Y. Bart (Yakov); S. Stremersch (Stefan)

2016-01-01

textabstractThe authors introduce a new method, prospective meta-analysis in marketing (PMM), to estimate consumer response to online advertising on a large and adaptive scale. They illustrate their approach in a field study in the U.S., China and the Netherlands, covering equivalent ad content on

Online classified advertising - Business needs in the US market : Case: FiareAds web platform

OpenAIRE

Tulea, Diana

2013-01-01

This Bachelor’s thesis was conducted for Fiare Oy, which offers web platforms for online classified advertising as a service. Fiare Oy intended to grow internationally, develop its US market share and possibly open an office in the US. The objective of this thesis was to shed light on the business needs in the US market and give recommendations for actions to Fiare Oy. The thesis project started on 4 October 2012 and ended on 17 September 2013. The literature consulted for this study rela...

Electronic Cigarette Marketing Online: a Multi-Site, Multi-Product Comparison.

Science.gov (United States)

Chu, Kar-Hai; Sidhu, Anupreet K; Valente, Thomas W

2015-01-01

Electronic cigarette awareness and use has been increasing rapidly. E-cigarette brands have utilized social networking sites to promote their products, as the growth of the e-cigarette industry has paralleled that of Web 2.0. These online platforms are cost-effective and have unique technological features and user demographics that can be attractive for selective marketing. The popularity of multiple sites also poses a risk of exposure to social networks where e-cigarette brands might not have a presence. To examine the marketing strategies of leading e-cigarette brands on multiple social networking sites, and to identify how affordances of the digital media are used to their advantage. Secondary analyses include determining if any brands are benefitting from site demographics, and exploring cross-site diffusion of marketing content through multi-site users. We collected data from two e-cigarette brands from four social networking sites over approximately 2.5 years. Content analysis is used to search for themes, population targeting, marketing strategies, and cross-site spread of messages. Twitter appeared to be the most frequently used social networking site for interacting directly with product users. Facebook supported informational broadcasts, such as announcements regarding political legislation. E-cigarette brands also differed in their approaches to their users, from informal conversations to direct product marketing. E-cigarette makers use different strategies to market their product and engage their users. There was no evidence of direct targeting of vulnerable populations, but the affordances of the different sites are exploited to best broadcast context-specific messages. We developed a viable method to study cross-site diffusion, although additional refinement is needed to account for how different types of digital media are used.

The epistemic culture in an online citizen science project: Programs, antiprograms and epistemic subjects.

Science.gov (United States)

Kasperowski, Dick; Hillman, Thomas

2018-05-01

In the past decade, some areas of science have begun turning to masses of online volunteers through open calls for generating and classifying very large sets of data. The purpose of this study is to investigate the epistemic culture of a large-scale online citizen science project, the Galaxy Zoo, that turns to volunteers for the classification of images of galaxies. For this task, we chose to apply the concepts of programs and antiprograms to examine the 'essential tensions' that arise in relation to the mobilizing values of a citizen science project and the epistemic subjects and cultures that are enacted by its volunteers. Our premise is that these tensions reveal central features of the epistemic subjects and distributed cognition of epistemic cultures in these large-scale citizen science projects.

Impact of Online/Internet Marketing in Enhancing Consumer Experience on Computer Industry (Case of Malaysia)

OpenAIRE

Ramin Azadavar, Solmohammad Bastam ,Hassan Dehghan Dehnavi, Hamed Armesh , Mojgan Sharifi Rayeni

2011-01-01

As far as businesses are concerned, the internet has been subject to a variety of experimentations that seek to determine the viability of using the internet to improve business practices in various industries especially in computer industry in Malaysia. One particular aspect of business is that the internet marketing has a great impact on computer industry in Malaysia. This research paper is concerned with making a critical examination of the impact of internet/online marketing on computer i...

Discovering the influential users oriented to viral marketing based on online social networks

Science.gov (United States)

Zhu, Zhiguo

2013-08-01

The target of viral marketing on the platform of popular online social networks is to rapidly propagate marketing information at lower cost and increase sales, in which a key problem is how to precisely discover the most influential users in the process of information diffusion. A novel method is proposed in this paper for helping companies to identify such users as seeds to maximize information diffusion in the viral marketing. Firstly, the user trust network oriented to viral marketing and users’ combined interest degree in the network including isolated users are extensively defined. Next, we construct a model considering the time factor to simulate the process of information diffusion in viral marketing and propose a dynamic algorithm description. Finally, experiments are conducted with a real dataset extracted from the famous SNS website Epinions. The experimental results indicate that the proposed algorithm has better scalability and is less time-consuming. Compared with the classical model, the proposed algorithm achieved a better performance than does the classical method on the two aspects of network coverage rate and time-consumption in our four sub-datasets.

Comparison of Group-Buying Online Auction and Posted Pricing Mechanism in an Uncertain Market

Institute of Scientific and Technical Information of China (English)

CHEN Jian; LIU Yunhui; SONG Xiping

2004-01-01

Demand uncertainty is a key factor for the seller's decision making, especially in the e-business environment, for the website to sell products through the online auction. In this paper, two kinds of demand uncertainties are considered: the consumer regime uncertainty and the inherent randomness of the market environment. Then, how to use a novel business model and group-buying auction (GBA) is analyzed in such a market environment. Based on the comparison of the GBA and the posted price mechanism, some conditions that favor the GBA are provided.

Students' Perception of a Flipped Classroom Approach to Facilitating Online Project-Based Learning in Marketing Research Courses

Science.gov (United States)

Shih, Wen-Ling; Tsai, Chun-Yen

2017-01-01

This study investigated students' perception of a flipped classroom approach to facilitating online project-based learning (FC-OPBL) in a marketing research course at a technical university. This combined strategy was aimed at improving teaching quality and learning efficiency. Sixty-seven students taking a marketing research course were surveyed.…

Does Online Investor Sentiment Affect the Asset Price Movement? Evidence from the Chinese Stock Market

Directory of Open Access Journals (Sweden)

Chi Xie

2017-01-01

Full Text Available With the quick development of the Internet, online platforms that provide financial news and opinions have attracted more and more attention from investors. The question whether investor sentiment expressed on the Internet platforms has an impact on asset return has not been fully addressed. To this end, this paper uses the Baidu Searching Index as the agent variable to detect the effect of online investor sentiment on the asset price movement in the Chinese stock market. The empirical study shows that although there is a cointegration relationship between online investor sentiment and asset return, the sentiment has a poor ability to predict the price, return, and volatility of asset price. Meanwhile, the structural break points of online investor sentiment do not lead to changes in the asset price movement. Based on the empirical mode decomposition of online investor sentiment, we find that high frequency components of online investor sentiment can be used to predict the asset price movement. Thus, the obtained results could be useful for risk supervision and asset portfolio management.

The Interrelationship ofthe Market-Driving Approachand the Organizational Culture : A qualitative study of the market-driving companies

OpenAIRE

Gansuwan, Phansamon; Siribunluechai, Athipa

2011-01-01

Thee market-driving approach has been cited by several business academic scholars (Jaworski,Kohli, & Sahay, 2000; Carpenter, Glazer, & Nakamoto, 2000; Kumar, Scheer, & Kotler, 2000;Harris & Cai, 2002; Hills & Sarin, 2003; Carrillat, Jaramillo, & Locander, 2004; Schindehutte,Morris, & Kocak, 2008) as a significant approach of the market-oriented company that canprovide a sustainable competitive advantage. Moreover, the organizational cultures developed bythe transfo...

Word-of Mouth Marketing Vs Marketing Viral

OpenAIRE

Mihai Orzan; Gheorghe Orzan

2007-01-01

Noi forme de marketing si publicitate online se impun si transforma cu din ce in ce mai mare viteza marketingul traditional, instrumentele mass-media la indemana marketer-ilor, ca si perceptiile consumatorilor. Factorul interactiv reprezinta un element din ce in ce mai frecvent in marketingul modern, marketer-ii si clientii redefinind in permanenta forma si continutul mesajelor promotionale, instrumente precum blog-urile, podcast-urile, recenziile online, forum-urile sau chat-urile reprezenta...

WashingtonOnline Virtual Campus: Infusing Culture in Dispersed Web-Based Higher Education

Directory of Open Access Journals (Sweden)

Shalin Hai-Jew

2004-08-01

Full Text Available Started in 1997, WashingtonOnline Virtual Campus (WAOL consists of a consortium of 34 community colleges around Washington State to provide asynchronous online learning. WAOL bears many of the features of a loosely coupled organization with its geographically dispersed frontline instructors, fragmented external environment, modularity of courses and supervision, and its use of enhanced leadership and technology to communicate a culture. Recent surveys of its administration, instructors, and staff found disparities in various constituencies’ perspectives on the organization’s culture, decision-making, values, brand or reputation, communications, and WAOL’s authorizing environment. Research suggests that WAOL benefits from some aspects of loose coupling: greater adaptive abilities and responsiveness to the State’s college system; “fast” course development and launching; and isolated breakdowns. There is, however, a persistent difficulty in conveying a cohesive culture. There is a perception of WAOL’s invisibility among its varied constituencies. This organization is at a crossroads, with the threat of colleges disconnecting from this consortium. WAOL should redefine its direction and purpose, such as coupling with local universities to provide not only associates degrees but full Baccalaureate and/ or Masters degrees. It may strengthen its position by improving learner supports, publicizing its decisions, creating a stronger sense of virtual community among the instructors (as in its recent creation of an online community for instructors, increased participative decision-making and use of line faculty and staff insights, and greater course varieties.

Four Essays Studying the Effects of Customization and Market Environment on the Business Success of Online Newspapers in Finland

OpenAIRE

Santonen, Teemu

2004-01-01

The literature on online newspapers includes fairly few empirical investigations of the factors affecting the business success of online newspapers, even though many business models and revenue logics have been presented. Moreover, practically the whole online newspaper literature has paid relatively little attention to the suggested effect of the market environment on business success. In this dissertation we were especially interested in analyzing whether, as suggested, the better busin...

"Cybermarketing" Alternative Marketing Strategy and Competitive Case Study in. Dyviatech Mediatama "Sanur Book Store On-line"

OpenAIRE

Zakaria Zakaria; Susi Wagiyati, SKom, MM Susi Wagiyati, SKom, MM

2000-01-01

Success in business is often synonymous with success in doing selling, so businesspeople often try new breakthroughs to market its products. One of the new marketingalternative is to use telecommunications technology which is currently growingrapidly, by conducting marketing activities on-line on the internet network calledCybermarketing.Internet now has become quite warm conversation burden, both in the mass media orsociety. This is due to the technological advances in telecommunications com...

Online marketing strategies of plastic surgeons and clinics: a comparative study of the United Kingdom and the United States.

Science.gov (United States)

Nassab, Reza; Navsaria, Harshad; Myers, Simon; Frame, James

2011-07-01

The cosmetic surgery market is a rapidly growing sector of healthcare, and the use of marketing strategies is now an integral part of any cosmetic surgery practice. In this study, the authors review 50 Web sites from practitioners in London and New York to quantify the utilization of online marketing, comparing results between the United Kingdom and the United States.

Marketing Research for Cultural Heritage Conservation and Sustainability: Lessons from the Field

Directory of Open Access Journals (Sweden)

Mara Cerquetti

2018-03-01

Full Text Available This paper investigates the contribution of marketing research to cultural heritage conservation and sustainability, based on the assumption that the comprehension of the meaning of cultural heritage by new and extended audiences is a prerequisite for the future survival of tangible and intangible heritage. After discussing steps and achievements in the scientific debate on museum marketing, current gaps and possible further developments are considered. Since the early 1980s, marketing research has investigated visitors’ profiles, motivations, and behaviors, and has progressively focused on improving the experience of cultural heritage, especially through the use of information and communication technologies (ICTs in museums and heritage sites. A literature review suggests that scant attention has been paid to qualitative research that is aimed at investigating the knowledge and skills of visitors and non-visitors and their understanding of the value of cultural heritage. Moving from these results, and taking into account recent data about the attitudes and opinions of people in Europe on cultural heritage, the field research focuses on the perception and communication of local cultural heritage among young generations. The results of six focus groups conducted in 2016 with undergraduate and postgraduate students (University of Macerata, Italy are analyzed. The research findings reveal a number of difficulties and limitations with regard to communicating and understanding the value of heritage. In order to better investigate these gaps, the outcomes of this preliminary study could be tested and put to cross-analysis using different methods. However, they do provide useful evidence for understanding the link between audience development and cultural heritage sustainability.

THE EFFECT OF PERSONAL AND PROFESSIONAL CULTURAL VALUES TOWARDS THE MARKETING ETHICS OF ACADEMICIANS

Directory of Open Access Journals (Sweden)

Chuah Chin Wei

2011-09-01

Full Text Available This study assesses the personal cultural values and professional values of academicians in regards to marketing ethics. This research uses Singhapakdi and Vitell’s (1993 marketing norms scale and professional value scale together with Yoo and Donthu’s (2002 three dimensional measures of culture operation alised at the individual level. The findings showed that Uncertainty Avoidance and Professional Values influenced academicians’ marketing ethics. It is therefore suggested that managers should look into methods and ways of cultivating professionalism among academicians in order for them to possess good marketing ethics. The findings also showed that demographic factors such as age, gender, years of working experience, academic qualification do not have any influence on academicians’ marketing ethics. Other implications of the study were also discussed.

Why are product prices in online markets not converging?

Directory of Open Access Journals (Sweden)

Takayuki Mizuno

Full Text Available Why are product prices in online markets dispersed in spite of very small search costs? To address this question, we construct a unique dataset from a Japanese price comparison site, which records price quotes offered by e-retailers as well as customers' clicks on products, which occur when they proceed to purchase the product. The novelty of our approach is that we seek to extract useful information on the source of price dispersion from the shape of price distributions rather than focusing merely on the standard deviation or the coefficient of variation of prices, as previous studies have done. We find that the distribution of prices retailers quote for a particular product at a particular point in time (divided by the lowest price follows an exponential distribution, showing the presence of substantial price dispersion. For example, 20 percent of all retailers quote prices that are more than 50 percent higher than the lowest price. Next, comparing the probability that customers click on a retailer with a particular rank and the probability that retailers post prices at a particular rank, we show that both decline exponentially with price rank and that the exponents associated with the probabilities are quite close. This suggests that the reason why some retailers set prices at a level substantially higher than the lowest price is that they know that some customers will choose them even at that high price. Based on these findings, we hypothesize that price dispersion in online markets stems from heterogeneity in customers' preferences over retailers; that is, customers choose a set of candidate retailers based on their preferences, which are heterogeneous across customers, and then pick a particular retailer among the candidates based on the price ranking.

Why Are Product Prices in Online Markets Not Converging?

Science.gov (United States)

Mizuno, Takayuki; Watanabe, Tsutomu

2013-01-01

Why are product prices in online markets dispersed in spite of very small search costs? To address this question, we construct a unique dataset from a Japanese price comparison site, which records price quotes offered by e-retailers as well as customers’ clicks on products, which occur when they proceed to purchase the product. The novelty of our approach is that we seek to extract useful information on the source of price dispersion from the shape of price distributions rather than focusing merely on the standard deviation or the coefficient of variation of prices, as previous studies have done. We find that the distribution of prices retailers quote for a particular product at a particular point in time (divided by the lowest price) follows an exponential distribution, showing the presence of substantial price dispersion. For example, 20 percent of all retailers quote prices that are more than 50 percent higher than the lowest price. Next, comparing the probability that customers click on a retailer with a particular rank and the probability that retailers post prices at a particular rank, we show that both decline exponentially with price rank and that the exponents associated with the probabilities are quite close. This suggests that the reason why some retailers set prices at a level substantially higher than the lowest price is that they know that some customers will choose them even at that high price. Based on these findings, we hypothesize that price dispersion in online markets stems from heterogeneity in customers’ preferences over retailers; that is, customers choose a set of candidate retailers based on their preferences, which are heterogeneous across customers, and then pick a particular retailer among the candidates based on the price ranking. PMID:24015219

Strategic affiliate marketing

DEFF Research Database (Denmark)

Goldschmidt, Simon; Junghagen, Sven; Harris, Uri

resources once fully active in this area. This book focuses on how to build long term relationships with online partners, while gaining value and optimizing resources. As such, it should be of special interest to academics and students of management, marketing and business. Online advertisers and online......In this guide for both practitioners and academics on how to approach affiliate marketing, the authors explain the core values as well as challenging and combining established marketing theories in the light of new online marketing activities, taking into account the characteristics of the Internet...... and interactions among various participants and agents. Rather than arguing the rights and wrongs in absolute terms, this book presents a strategy for engaging in affiliate marketing. The authors also examine what considerations should be taken into account before doing so, as well as investigating how to optimize...

Cultural Diversity in Online Learning: A Study of the Perceived Effects of Dissonance in Levels of Individualism/Collectivism and Tolerance of Ambiguity

Science.gov (United States)

Tapanes, Marie A.; Smith, Glenn G.; White, James A.

2009-01-01

Online learning courses are hypothesized to be influenced by the instructors' and students' cultural values. This study collected survey data from online instructors and students to analyze the effects that Hofstede's individualism/collectivism and ambiguity (in)tolerance cultural dimensions exert on online courses offered from an…

Formation of financial culture of Ukraine's population in the context of the minimization of the market asymmetry

OpenAIRE

V. Kornivska

2011-01-01

This paper presents the features of the institutionalization of the Ukrainian financial market in the context of high levels of market asymmetry due to the insufficient level of general financial culture. The author characterizes the global experience of improving the financial culture of population, and justifies the ways to overcome the market asymmetry of socio-institutional space of the Ukrainian financial market.

Online Labour Index: Measuring the Online Gig Economy for Policy and Research

OpenAIRE

Kässi, Otto; Lehdonvirta, Vili

2016-01-01

Labour markets are thought to be in the midst of a dramatic transformation, where standard employment is increasingly supplemented or substituted by temporary gig work mediated by online platforms. Yet the scale and scope of these changes is hard to assess, because conventional labour market statistics and economic indicators are ill-suited to measuring online gig work. We present the Online Labour Index (OLI), a new economic indicator that provides the online gig economy equivalent of conven...

The recovery of online drug markets following law enforcement and other disruptions.

Science.gov (United States)

Van Buskirk, Joe; Bruno, Raimondo; Dobbins, Timothy; Breen, Courtney; Burns, Lucinda; Naicker, Sundresan; Roxburgh, Amanda

2017-04-01

Online drug markets operating on the 'darknet' ('cryptomarkets') facilitate the trade of illicit substances at an international level. The present study assessed the longitudinal impact on cryptomarket trading of two major disruptions: a large international law enforcement operation, 'Operation Onymous'; and the closure of the largest cryptomarket, Evolution. Almost 1150 weekly snapshots of a total of 39 cryptomarkets were collected between October 2013 and November 2015. Data were collapsed by month and the number of unique vendor aliases operating across markets was assessed using interrupted time series regression. Following both Operation Onymous and the closure of Evolution, significant drops of 627 (p=0.014) and 910 vendors (pmarkets appear resilient to disruption long-term. Copyright © 2017 Elsevier B.V. All rights reserved.

Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach

OpenAIRE

Maja Šerić; Irene Gil Saura; Josip Mikulić

2016-01-01

Purpose – The purpose of this paper is to assess customer perceptions of integration of marketing communications, brand awareness, and brand image in hospitality. Moreover, cross-cultural differences are considered when evaluating all the concepts, since national culture can have a considerable impact on customer behavior. Design/Methodology/Approach – After a literature review of the examined concepts, the results of an empirical study are presented and discussed. The empirical investigat...

Targeting the Online Market

Institute of Scientific and Technical Information of China (English)

MARKGODFREY

2004-01-01

Many marketing executives did adouble take in April whenChanel tested a marketing medium previously shunned by most premium brands: permission email. Shanghai-based marketing firm 2i Communications created the opt-in email campaign to draw customers to Chanel's new skin care product Precision. The company emailed ecoupons 120,000 young women earning more than 3,000 yuan (US$362.4) per month in five cities across China.

Internet marketing 401.

Science.gov (United States)

Miller, Ryan J

2010-11-01

For facial plastic surgeons who are already realizing increased patient consultation requests from their online marketing efforts, the primary concern often becomes implementing additional tactics and strategies that can keep their online marketing fresh, relevant, and effective. This article creates a framework for evaluating advanced online marketing opportunities by analyzing each opportunity according to the variables of possible return, average cost to implement, probability of success, and implementation time. Within this framework, 11 distinct tactics are discussed, with special emphasis on the most common marketing needs and challenges of facial plastic surgery practices. Copyright © 2010 Elsevier Inc. All rights reserved.

Online games as a medium of cultural communication: An ethnographic study of socio-technical transformation

OpenAIRE

Chee, Florence

2012-01-01

This dissertation explores the place and meaning of online games in everyday life. In South Korea, online games are a prominent part of popular culture and this medium has come under public criticism for various societal ills, such as Internet addiction and a hopeless dependence upon online games. Humanistic accounts of Information-Communication Technology (ICT) usage are still a minority body of research. All too often, studies of engagement with technology reduce questions to their basic va...

O palco e os bastidores: marcas e marketing de produção cultural

OpenAIRE

Campos Lopes, Lucas Machado; Universidade Fumec; Oliveira, Prof. Dr. Luiz Cláudio Viera de; Universidade Fumec; Kilimnik, Zélia Miranda; Universidade Fumec

2015-01-01

Observa-se, na crítica cultural, um gap no estudo da relação entre música instrumental e marketing cultural, tema que este artigo pretende analisar. Busca-se compreender o emprego de ferramentas de promoção no setor cultural, a produção de eventos, a propaganda, a publicidade e a gestão de marcas, como parte da estratégia de marketing, de três empresas mineiras de produção cultural, para a música instrumental. Apesar da expansão desse setor, torna-se difícil a divulgação da música instrumenta...

Nigerian Students' Perceptions and Cultural Meaning Construction Regarding Academic Integrity in the Online International Classroom

Science.gov (United States)

Szilagyi, Annamaria

2014-01-01

By presenting perceptions of Nigerian students enrolled in the online international postgraduate programmes of the University of Liverpool regarding academic integrity, this paper aims to explore Western ideas, such as originality and plagiarism that are extraneous in the students' local cultures. Different historical and cultural circumstances…

Characterizing Product Lifecycle in Online Marketing: Sales, Trust, Revenue, and Competition Modeling

OpenAIRE

C, Santosh K; Mukherjee, Arjun

2017-01-01

Recent researches have seen an upsurge in the analysis of consumer reviews. Although, several dimensions have been explored, less is known on the temporal dynamics of events that happen over the lifecycle of online products. What are the dominant sales patterns? How are they affected by review count, rating, helpfulness and sentiment? How is trust characterized and what are its effects on sales and revenue? What happens during a market competition? When does a takeover/recovery happen and by ...

Culture clash: alcohol marketing and public health aspirations.

Science.gov (United States)

Munro, Geoffrey; de Wever, Johanna

2008-03-01

It is of no coincidence that a number of recent Harm Reduction Digests have addressed the issue of the reduction of alcohol-related harm. Despite the dominant focus on illicit drug use in the popular discourse, alcohol remains Australia's number one drug problem, as it is in many other developed countries. In this Digest Munro and de Wever use the 'four Ps' of marketing: product, price, place and promotion, to critique the two decades industry self-regulation of alcohol marketing. They conclude that if we are going to develop policies which effectively change Australian drinking culture to reduce alcohol-related harm, we need first to accept that the alcohol industry and the health field have separate and conflicting interests.

Online cultural competency education for millennial dental students.

Science.gov (United States)

Evans, Lorraine; Hanes, Philip J

2014-06-01

Teaching cultural competence is now an educational requirement for U.S. dental curricula to meet 2013 accreditation standards. The question now is, given time restrictions, limited resources, and budget constraints faced by the majority of dental schools, how can they provide effective cultural competency education to prepare future dental professionals? An additional concern regarding instruction is the recent focus on techniques to engage Millennial learners since this generation is characterized as technologically savvy with a preference for multimedia and general dislike of traditional lectures. With these issues in mind, Georgia Regents University developed Healthy Perspectives, an online, interactive course in cultural competence designed to engage Millennial students. Both before and after the course, the students were asked to complete a modified version of the Clinical Cultural Competency Questionnaire. Of the eighty-eight students in the course (eighty-one first-year dental students and seven entering radiology students), seventy-one completed the questionnaire both before and after the course, for an 81 percent response rate. Seventy-five students also completed the course evaluation. The pre and post questionnaires showed statistically significant gains for students across the four primary areas of self-awareness, knowledge, attitudes, and skills. Student evaluations of the course were generally positive, particularly regarding content, but somewhat surprisingly their assessment of the interactive components (which were designed to meet generational expectations) was ambivalent.

Tools for the Classroom. Gruezi Miteinand! A Focus on Swiss-German Culture and Language Online.

Science.gov (United States)

Moehle-Vieregge, Linda

1999-01-01

Swiss-German language and culture rarely form the core focus in basic German language instruction. This article examines Swiss-German culture, focusing on geography and history, language, sports, world organizations, legendary figures, literature, music, art, holidays, and food. It points out online resources that touch upon aspects of Swiss…

Exposure to online alcohol marketing and adolescents' drinking : A cross-sectional study in four European countries

NARCIS (Netherlands)

de Bruijn, Avalon; Engels, Rutger; Anderson, Peter; Bujalski, Michal; Gosselt, Jordi F.; Schreckenberg, Dirk; Wohtge, Jördis; de Leeuw, Rebecca

2016-01-01

Aims: The Internet is the leading medium among European adolescents in contemporary times even more time is spent on the Internet than watching television. This study investigates associations between online alcohol marketing exposure and onset of drinking and binge drinking among adolescents in

Exposure to online alcohol marketing and adolescents' drinking: A cross-sectional study in four European countries

NARCIS (Netherlands)

Bruijn, A. de; Engels, R.C.M.E.; Anderson, P.D.; Bujalski, M.; Gosselt, J.; Schreckenberg, D.; Wohtge, J.; Leeuw, R.N.H. de

2016-01-01

Aims: The Internet is the leading medium among European adolescents in contemporary times; even more time is spent on the Internet than watching television. This study investigates associations between online alcohol marketing exposure and onset of drinking and binge drinking among adolescents in

THE NEW NATURE OF CULTURAL DIPLOMACY IN THE AGE OF ONLINE COMMUNICATION

Directory of Open Access Journals (Sweden)

Hasan Saliu

2017-07-01

Full Text Available Countries undertake different actions to improve international image in order to benefit politically, economically, culturally, etc. This is made through actions of public diplomacy, where cultural diplomacy is an important dimension. It doesn’t use media as mediating channel, but communication with foreign public is carried through different exchanges, visits, tourism, diaspora, etc. This makes communication more reliable than information and influencing foreign public through media. However, lately, online communication through different platforms, where people from different cultures and countries exchange messages, has also changed the nature of traditional cultural diplomacy. This enables creating an image for their country or receiving an image for another country, whereas on the other hand and simultaneously this makes communication with the foreign public more complex and unmanageable.

Negotiating the boundary between medicine and consumer culture: Online marketing of nutrigenetic tests☆

Science.gov (United States)

Saukko, Paula M.; Reed, Matthew; Britten, Nicky; Hogarth, Stuart

2010-01-01

Genomics researchers and policy makers have accused nutrigenetic testing companies—which provide DNA-based nutritional advice online—of misleading the public. The UK and USA regulation of the tests has hinged on whether they are classed as “medical” devices, and alternative regulatory categories for “lifestyle” and less-serious genetic tests have been proposed. This article presents the findings of a qualitative thematic analysis of the webpages of nine nutrigenetic testing companies. We argue that the companies, mirroring and negotiating the regulatory debates, were creating a new social space for products between medicine and consumer culture. This space was articulated through three themes: (i) how “genes” and tests were framed, (ii) how the individual was imagined vis a vis health information, and (iii) the advice and treatments offered. The themes mapped onto four frames or models for genetic testing: (i) clinical genetics, (ii) medicine, (iii) intermediate, and (iv) lifestyle. We suggest that the genomics researchers and policy makers appeared to perform what Gieryn (Gieryn, T.F. (1983). Boundary-work and the demarcation of science from non-science: strains and interests in professional ideologies of scientists. American Sociological Review, 48, 781–795.) has termed “boundary work”, i.e., to delegitimize the tests as outside proper medicine and science. Yet, they legitimated them, though in a different way, by defining them as lifestyle, and we contend that the transformation of the boundaries of science into a creation of such hybrid or compromise categories is symptomatic of current historical times. Social scientists studying medicine have referred to the emergence of “lifestyle” products. This article contributes to this literature by examining the historical, regulatory and marketing processes through which certain goods and services become defined this way. PMID:20022680

Electronic Customer Relationship Management (eCRM) from the Perspective of Two Banks with Online Marketing in Pakistan : case of HSBC PK and Standard Chartered Bank PK

OpenAIRE

Abdul, Shakoor

2011-01-01

This study observes an approach which is known as explorative because it aims to evaluate and examine online media as a tool for e-CRM. In addition, this involves the approach known as iterative also depends on the data, which is qualitative in congestion with observational information. This study builds on the existing literature and theories within customer relationship marketing (CRM). The subfield to CRM, called e-CRM, is further studied the phenomenon of online marketing and online CRM (...

Developing a conceptual model for selecting and evaluating online markets

Directory of Open Access Journals (Sweden)

Sadegh Feizollahi

2013-04-01

Full Text Available There are many evidences, which emphasis on the benefits of using new technologies of information and communication in international business and many believe that E-Commerce can help satisfy customer explicit and implicit requirements. Internet shopping is a concept developed after the introduction of electronic commerce. Information technology (IT and its applications, specifically in the realm of the internet and e-mail promoted the development of e-commerce in terms of advertising, motivating and information. However, with the development of new technologies, credit and financial exchange on the internet websites were constructed so to facilitate e-commerce. The proposed study sends a total of 200 questionnaires to the target group (teachers - students - professionals - managers of commercial web sites and it manages to collect 130 questionnaires for final evaluation. Cronbach's alpha test is used for measuring reliability and to evaluate the validity of measurement instruments (questionnaires, and to assure construct validity, confirmatory factor analysis is employed. In addition, in order to analyze the research questions based on the path analysis method and to determine markets selection models, a regular technique is implemented. In the present study, after examining different aspects of e-commerce, we provide a conceptual model for selecting and evaluating online marketing in Iran. These findings provide a consistent, targeted and holistic framework for the development of the Internet market in the country.

Technology acceptance model and the paths to online customer loyalty in an emerging market

Directory of Open Access Journals (Sweden)

Nguyen Thi Tuyet Mai

2013-12-01

Full Text Available The technology acceptance model (TAM has been well-known for decades. However, the global adoption of the Internet creates new interests in utilizing TAM in e-commerce and the post-consumption intention, especially in emerging markets. Data was collected from 758 online customers via a web-based survey in Vietnam. Particular contribution of the results is that perceived usefulness, perceived ease of use, fairness, trust and the quality of the customer interface have direct or indirect impacts on customer satisfaction and customer loyalty. Moreover, in emerging markets, trust was outlined as the strongest factor contributing to customer satisfaction and leading to customer loyalty.

Web-based Factors Affecting Online Purchasing Behaviour

Science.gov (United States)

Ariff, Mohd Shoki Md; Sze Yan, Ng; Zakuan, Norhayati; Zaidi Bahari, Ahamad; Jusoh, Ahmad

2013-06-01

The growing use of internet and online purchasing among young consumers in Malaysia provides a huge prospect in e-commerce market, specifically for B2C segment. In this market, if E-marketers know the web-based factors affecting online buyers' behaviour, and the effect of these factors on behaviour of online consumers, then they can develop their marketing strategies to convert potential customers into active one, while retaining existing online customers. Review of previous studies related to the online purchasing behaviour in B2C market has point out that the conceptualization and empirical validation of the online purchasing behaviour of Information and Communication Technology (ICT) literate users, or ICT professional, in Malaysia has not been clearly addressed. This paper focuses on (i) web-based factors which online buyers (ICT professional) keep in mind while shopping online; and (ii) the effect of web-based factors on online purchasing behaviour. Based on the extensive literature review, a conceptual framework of 24 items of five factors was constructed to determine web-based factors affecting online purchasing behaviour of ICT professional. Analysis of data was performed based on the 310 questionnaires, which were collected using a stratified random sampling method, from ICT undergraduate students in a public university in Malaysia. The Exploratory factor analysis performed showed that five factors affecting online purchase behaviour are Information Quality, Fulfilment/Reliability/Customer Service, Website Design, Quick and Details, and Privacy/Security. The result of Multiple Regression Analysis indicated that Information Quality, Quick and Details, and Privacy/Security affect positively online purchase behaviour. The results provide a usable model for measuring web-based factors affecting buyers' online purchase behaviour in B2C market, as well as for online shopping companies to focus on the factors that will increase customers' online purchase.

Web-based Factors Affecting Online Purchasing Behaviour

International Nuclear Information System (INIS)

Ariff, Mohd Shoki Md; Yan, Ng Sze; Zakuan, Norhayati; Bahari, Ahamad Zaidi; Jusoh, Ahmad

2013-01-01

The growing use of internet and online purchasing among young consumers in Malaysia provides a huge prospect in e-commerce market, specifically for B2C segment. In this market, if E-marketers know the web-based factors affecting online buyers' behaviour, and the effect of these factors on behaviour of online consumers, then they can develop their marketing strategies to convert potential customers into active one, while retaining existing online customers. Review of previous studies related to the online purchasing behaviour in B2C market has point out that the conceptualization and empirical validation of the online purchasing behaviour of Information and Communication Technology (ICT) literate users, or ICT professional, in Malaysia has not been clearly addressed. This paper focuses on (i) web-based factors which online buyers (ICT professional) keep in mind while shopping online; and (ii) the effect of web-based factors on online purchasing behaviour. Based on the extensive literature review, a conceptual framework of 24 items of five factors was constructed to determine web-based factors affecting online purchasing behaviour of ICT professional. Analysis of data was performed based on the 310 questionnaires, which were collected using a stratified random sampling method, from ICT undergraduate students in a public university in Malaysia. The Exploratory factor analysis performed showed that five factors affecting online purchase behaviour are Information Quality, Fulfilment/Reliability/Customer Service, Website Design, Quick and Details, and Privacy/Security. The result of Multiple Regression Analysis indicated that Information Quality, Quick and Details, and Privacy/Security affect positively online purchase behaviour. The results provide a usable model for measuring web-based factors affecting buyers' online purchase behaviour in B2C market, as well as for online shopping companies to focus on the factors that will increase customers' online purchase.

Market Development of Video Games : Video game markets and marketing

OpenAIRE

Pu, Jun

2010-01-01

This diploma work focus on analysing the markets and marketing of video game industry. After the research of this study, I found out that console game markets are growing dramatically in the recent years. On the other hand, PC game markets (excluding online game markets) are growing slowly due to the problem of illegal copies. So my study will then focus on the development of console game markets and marketing. A new concept called Three Parties is introduced in chapter 5 to help ...

Cultural differences in on-line sensitivity to emotional voices: comparing East and West

OpenAIRE

Liu, Pan; Rigoulot, Simon; Pell, Marc D.

2015-01-01

Evidence that culture modulates on-line neural responses to the emotional meanings encoded by vocal and facial expressions was demonstrated recently in a study comparing English North Americans and Chinese (Liu et al., 2015). Here, we compared how individuals from these two cultures passively respond to emotional cues from faces and voices using an Oddball task. Participants viewed in-group emotional faces, with or without simultaneous vocal expressions, while performing a face-irrelevant vis...

江西网上技术市场发展对策研究%Research on the Development Strategy of Online Technology Market in Jiangxi Province

Institute of Scientific and Technical Information of China (English)

屈喜琴; 陈静; 吴林秀; 王燕华

2016-01-01

This paper introduces the concept of technology market and the online technology market,studies the type and service sys-tem of the online technology market,expounds on the current status of trading the technology market in China,details the main func-tion of the online technology market platform,and finally puts forward the development strategy for Jiangxi Province.%本文介绍了技术市场的概念和网上技术市场的内涵，研究了我国网上技术市场的类型和服务体系，阐述了我国技术市场交易现状，着重分析了江西网上技术市场平台的主要功能，并提出了江西网上技术市场平台发展的对策。

Evaluating Promotional Activities in an Online Two-Sided Market of User-Generated Content

OpenAIRE

Paulo Albuquerque; Polykarpos Pavlidis; Udi Chatow; Kay-Yut Chen; Zainab Jamal

2012-01-01

We measure the value of promotional activities and referrals by content creators to an online platform of user-generated content. To do so, we develop a modeling approach that explains individual-level choices of visiting the platform, creating, and purchasing content as a function of consumer characteristics and marketing activities, allowing for the possibility of interdependence of decisions within and across users. Empirically, we apply our model to Hewlett-Packard's (HP) print-on-demand ...

Studi Pemilihan Layanan Jasa Pengiriman Oleh Pelaku Bisnis Online Sebagai Sarana Distribusi Produk Menggunakan Strategi Marketing Mix di DKI Jakarta

Directory of Open Access Journals (Sweden)

Vidyantina Heppy Anandhita

2013-09-01

The choice of delivery services company by online businesses with Marketing Mix strategies has been studied based in Jakarta. The study was conducted with purposive sampling for 30 respondent. It can be conclude that Place and Product marketing mix variabel were the variable with the highest ratings among respondents to select most often used delivery service. While the Price factor is not a top priority, it can be seen from consumers that provide appraisal for delivery services rates of PT Pos Indonesia was better (cheaper than the delivery service companies often used. However , only 30 % of online businesses who uses the PT Pos Indonesia delivery service to distribute its products to customers. In this study , it is known that PT Pos Indonesia as a post state-owned company in Indonesia, contributes only 3.5 % of the  product delivery flow of online business . It is recommended for PT Pos Indonesia to be able to increase the promotion and cooperation with online businesses and improve the quality of mobile services post.

Sustainable Cultural Events Based on Marketing Segmentation: The Case of Faro Capital of Culture

Directory of Open Access Journals (Sweden)

Patricia Oom do Valle

2010-04-01

Full Text Available The city of Faro was designated by the Portuguese government as the 2005 National Capital of Culture. The Faro 2005 National Capital of Culture took place between May and December in several cities of the Algarve region, with most events occurring in Faro. The programme consisted of 185 different performances represented through music, cinema, theatre, ballet and plastic arts. The paper analysessegments of the population that participated in the Faro 2005 event and discusses the relation between the event’s success and the degree of satisfaction of the participants. The contribution of the paper lies in pointing to the importance of an adequate marketing approach of large-scale events, such as cultural events, in order to achieve greater audience appeal/impact, in order to ensure sustainability.

Critical factors that impact purchase online of new telecom convergent services in the Mexican market

Directory of Open Access Journals (Sweden)

Rolando Zubiran Shetler

2010-07-01

Full Text Available The following article analyzes the principal factors that have an impact in the adoption of new telecom convergent services, through electronic commerce, that have been explored and studied primarily in developed markets such as the United States and that have been deemed as critical factors in the development and growth of online electronic transactions. Specifically, factors and latent variables of this study derive from the models of Technology Acceptance (Davis, 1989 and Diffusion of Innovations (Rogers, 2003. A summary of past empirical studies is provided deriving from the aforementioned theoretical models followed by results of an exploratory field study comprising of 253 valid observations randomly selected from within the population of urban internet users in Mexico. The methodology used to determine the causal relationship between variables (Betas was factor analysis (Principal Components and structural equation modeling, specifically Smart-PLS. The study determined that perceived utility and trust variables are statistically relevant and significant in determining purchase online of new telecom convergent services and the development of electronic commerce in the Mexican Market.

Understanding the online channel extension of traditional retailers: Online-offline and online-prototypical congruence

OpenAIRE

Wu Jinfeng; Li Yilong

2016-01-01

Many Chinese traditional retailers have turned to the multichannel forms by establishing their own online stores. When doing so, retail managers face a difficult choice between two online marketing orientations: “pursuit of ideal” (i.e. online-prototypical congruence orientation) and “retention of tradition” (i.e. online-offline congruence orientation). To help managers make this choice, this study proposes a conceptual framework to illustrate how these two orientations affect retail store at...

Affiliate marketing in the context of online marketing

OpenAIRE

Vladimira Jurisova

2013-01-01

This paper deals with affiliate marketing, in which the seller or service provider is a financially rewarding agent so-called affiliate for each visitor, which through its website to attract a dealer there, who made some activity, either directly purchase products, register to subscribe to a newsletter, or just browsing the site. In this paper, the author tries to define affiliate marketing, the individual entities of affiliate marketing such as merchant, affiliate, network owner, affiliate n...

Quality of information accompanying on-line marketing of home diagnostic tests.

Science.gov (United States)

Datta, Adrija K; Selman, Tara J; Kwok, Tony; Tang, Teresa; Khan, Khalid S

2008-01-01

To assess the quality of information provided to consumers by websites marketing medical home diagnostic tests. A cross-sectional analysis of a database developed from searching targeted websites. Data sources were websites written in English which marketed medical home diagnostic tests. A meta-search engine was used to identify the first 20 citations for each type of home diagnostic medical test. Relevant websites limited to those written in English were reviewed independently and in triplicate, with disputes resolved by two further reviewers. Information on the quality of these sites was extracted using a pre-piloted performer. 168 websites were suitable for inclusion in the review. The quality of these sites showed marked variation. Only 24 of 168 (14.2%) complied with at least three-quarters of the quality items and just over half (95 of 168, 56.5%) reported official approval or certification of the test. Information on accuracy of the test marketed was reported by 87 of 168 (51.7%) websites, with 15 of 168 (8.9%) providing a scientific reference. Instructions for use of the product were found in 97 of 168 (57.9%). However, the course of action to be taken after obtaining the test result was stated in only 63 of 168 (37.5%) for a positive result and 43 of 168 (25.5%) for a negative result. The quality of information posted on commercial websites marketing home tests online is unsatisfactory and potentially misleading for consumers.

Analysis of misunderstanding in clothing online marketing%网络服装营销的误区分析及对策

Institute of Scientific and Technical Information of China (English)

白柳

2015-01-01

服装商品的网络销售是传统服装销售方式的拓展，不仅为消费者带来全新的销售体验，更为服装生产者带来更为广阔的销售空间。网络服装营销更多地表现为虚拟营销，与传统营销方式差异明显。正确认识并且走出误区，才能在网络世界赢得服装营销更多的利润空间。%The internet marketing of garment commodity is a new garment business model developed from the traditional one.Garment online selling can not only bring a new shopping experience for cus-tomers,but also create a larger management space for cloth producers.The point is that although gar-ment online selling is a new marketing concept and model,born under the modern economic conditions, people should know that garment online marketing is more like a virtual marketing,and also,the differ-ences between traditional sale model and the modern one need to be clarified.Based on these,there will not be misunderstandings,and merchants can gain much higher profit margin from cloth marketing by virtual network economy.

The Effect of Culture on the Academic Honesty of Marketing and Business Students

Science.gov (United States)

Payan, Janice; Reardon, James; McCorkle, Denny E.

2010-01-01

Two trends in marketing higher education include (a) growing opportunities for intercultural encounters in the classroom and (b) a growing concern about student academic honesty. Research regarding the relationship between specific cultural measures and academic honesty is sparse in the context of marketing and business programs in higher…

Case-Based Instructional Practices: A Multiple-Case Study from Torts, Marketing, and Online Instructional Design Classes

Science.gov (United States)

Jung, Ji yoon

2017-01-01

The purpose of this study is to provide a comprehensive account on case-based instructional practices. Semester-long participant observation records in torts, marketing, and online instructional design classes, instructor interviews, course syllabi and teaching materials were used to describe the within-class complexity of the practices in terms…

Exploration of the Malicious Online Marketing about Taobao Shops%网络恶意营销的反思与治理

Institute of Scientific and Technical Information of China (English)

刘欢

2015-01-01

对网络恶意营销进行界定分析，指出构建商业伦理是治理网络恶意营销的关键，并尝试从宏观、微观两个层面对商业伦理进行阐释。%This paper gives a definition of malicious online marketing and states that business ethics is the key to the governance of malicious online marketing and the building of business ethics, as a systematic project, should be dealt with from macroscopic and microscopic aspects.

The impact of perceived risk on on-line purchase behaviour

Directory of Open Access Journals (Sweden)

Charlene Gerber

2014-12-01

Full Text Available To avoid risks, consumers tend to be failry thoughtful decision makers. Research has shown that consumers perceive risks associated with purchasing online and as a result online purchasing has not yet reached the numbers that were projected. In order for e-commerce to live up to its full potential, online retailers should gain an understanding of which perceived risks online purchasing consumers are most concerned with. This study aimed to assess the impact of perceived risk on online buying behaviour. Personal interview surveys were conducted in an emerging market whereby 200 respondents that have access to the internet were interviewed in selected malls with regards to their perceived risks when buying online. The results showed that perceived risk does have an impact on online buying behaviour, and that consumers that have not bought online in the past are likely not to do so in the future. The results show that characteristics of emerging markets are sufficiently distinct from developed markets in that consumers in developed markets seem to be more conservative when buying online. Marketers should therefore developed alternative marketing programs when communicating to these markets in an attempt to persuade consumers to buy online

Thumbs up for privacy?: Differences in online self-disclosure behavior across national cultures.

Science.gov (United States)

Reed, Philip J; Spiro, Emma S; Butts, Carter T

2016-09-01

This study investigates relationships between national-level culture and online self-disclosure behavior. We operationalize culture through the GLOBE dimensions, a set of nine variables measuring cultural practices and another nine measuring values. Our observations of self-disclosure come from the privacy settings of approximately 200,000 randomly sampled Facebook users who designated a geographical network in 2009. We model privacy awareness as a function of one or more GLOBE variables with demographic covariates, evaluating the relative influence of each factor. In the top-performing models, we find that the majority of the cultural dimensions are significantly related to privacy awareness behavior. We also find that the hypothesized directions of several of these relationships, based largely on cultural attitudes towards threat mitigation, are confirmed. Copyright © 2016. Published by Elsevier Inc.

Digging Wikipedia : The Online Encyclopedia as a Digital Cultural Heritage Gateway and Site

NARCIS (Netherlands)

Pentzold, C.; Weltevrede, E.; Mauri, M.; Laniado, D.; Kaltenbrunner, A.; Borra, E.

The online encyclopedia Wikipedia is both a cultural reference to store, refer to, and organize digitized and digital information, as well as a key contemporary digital heritage endeavor in itself. Capitalizing on this dual nature of the project, this article introduces Wikipedia as a digital

Assessing the relative performance of online advertising media

OpenAIRE

Alves, Tomás de Oliveira Mouton Ribeiro

2014-01-01

Online marketing campaigns are the big trend in today’s advertising world. The obvious advantages of online ad media – low costs, multiple tracking options and better segmentation -, are forcing marketing managers to re-allocate big portions of their advertisement budgets from traditional offline marketing media to online ad campaigns. Several digital communication channels are suitable for online advertising, each serving different communication goals - awareness, engagement, traffic gene...

Evaluation Of Mass Market Devices For The Documentation Of The Cultural Heritage

Science.gov (United States)

Aicardi, I.; Lingua, A.; Piras, M.

2014-06-01

The cultural and artistic heritage has always been at the center of activities aimed at its preservation and enhancement. Italy is a country particularly rich in terms of heritage to be protected, where the high-risk due to natural hazard, as earthquakes, landslides and floods, which are adds to human activities, contribute to make the heritage more frail, land needs to be safeguarded and enhanced and new mass market technology can be considered as innovative tools for the documentation of cultural heritage. In order to increase our country on the artistic point of view, it must be known in an historical and cultural way. Moreover, it is important also to define the cultural heritage on metric terms, to be able to describe and represent it with the best approach, with the purpose to offer to the people who comes to visit our beautiful country, the reliable model of some important object, that is no longer in exposition. The possibility to use the mass-market devices can allow us to realize it, because they are available for the greater part of the visitors, in a photogrammetric way to reconstruct our models. In the last years, these devices have been very improved and the embedded sensors are becoming more and more efficient in terms of precision and reliability. Also several small video cameras are now used to document our travels and activities and to share them through Internet. In this scenario, the aim of this research is to study and validate the possibility to use mass-market technology for this purpose, testing four different devices (smartphones and video cameras) for the documentation of the cultural heritage.

Study on the Status of Mobile-Online-Game Marketing and the Countermeasures%目前我国手机网游营销状况与对策研究

Institute of Scientific and Technical Information of China (English)

李沂; 裴旭东

2015-01-01

Based on the discussion on the features,the psychology of mobile-online-game customers, and the marketing status quo of China 's mobile online games,the existing problems in our mobile-online-game field are analyzed from the perspective of the marketing theory,including the lack of product innovation, the block of marketing channel,the single of pricing model,and the shortage of flexible marketing approaches. Finally,some countermeasures and suggestions of mobile-online-games marketing are put forward in order to offer the reference basis to the research of mobile-online-games marketing strategies.%在介绍了目前我国手机网游用户的特征、心理以及手机网游营销状况的基础上，基于市场营销理论视角，分析了我国手机网络游戏存在的产品创新性不足、营销渠道不强、价格模式单一、促销方式缺乏灵活性等问题。最后提出了手机网游营销的策略和建议，以期为我国手机网游营销策略的研究提供参考依据。

Chinese and Finnish Undergraduates’ Online Shopping Behaviour

OpenAIRE

Wan, Ning

2015-01-01

The main goal of the thesis was to recognise similar and different characteristics of online shopping behaviour between Chinese and Finnish undergraduates. Additionally, this thesis would give meaningful proposals for merchants and managers on offering better online marketing. This thesis report was conducted in both theoretical and practical parts. The theoretical parts include marketing research and online shopping consumption behaviour. The study describes the marketing research progre...

Searching for Symbolic Value of Cattle: Tropical Livestock Units, Market Price, and Cultural Value of Maasai Livestock

OpenAIRE

Robert J. Quinlan; Isaya Rumas; Godfrey Naiskye; Marsha Quinlan; Jonathan Yoder

2016-01-01

We examine metabolic, market, and symbolic values of livestock relative to cultural “positioning” by gender, marriage, and household production among Maasai people in Simanjiro, Tanzania to assess local “proximate currencies” relevant for “cultural success.” Data from mixed methods ethnographic research include qualitative interviews since 2012, observation of 85 livestock market sales in 2013 and 2015, and 37 short key informant interviews in 2015. We examine fit between market values, Tropi...

Developing Communicative and Cultural Competences in Portuguese through an Online Collaborative Project

Directory of Open Access Journals (Sweden)

Vanessa Cristina Revheim Cunha

2017-06-01

Full Text Available Lessons should provide opportunities to use language in relevant ways. Cultural awareness is essential, as studying a language implies learning its cultural values. ACTFL advocates that cultural understanding is vital to prepare students for the demands of today’s globalized world. The U.S. Dept. of Education National Education Technology Plan (2010 claims that learning by technology “prepares them [students] to be more productive members of a globally competitive workforce”(p. xi. In order to promote a communicative experience with a cultural focus, the concepts of collaboration and autonomy were applied in a project where students used a Brazilian website and learned about the importance of a community tradition called Amigo Secreto. Students write personal descriptions and interact online. On the last day of class, students describe their secret friends and the class must guess who they are. The objectives are for students to work collaboratively, use authentic language and improve cultural knowledge.

Marketing to Increase Participation in a Web-Based Continuing Medical Education Cultural Competence Curriculum

Science.gov (United States)

Estrada, Carlos A.; Krishnamoorthy, Periyakaruppan; Smith, Ann; Staton, Lisa; Korf, Michele J.; Allison, Jeroan J.; Houston, Thomas K.

2011-01-01

Introduction: CME providers may be interested in identifying effective marketing strategies to direct users to specific content. Online advertisements for recruiting participants into activities such as clinical trials, public health programs, and continuing medical education (CME) have been effective in some but not all studies. The purpose of…

略论网络社区营销的实施策略%On The Implement of Marketing Through Online Communities

Institute of Scientific and Technical Information of China (English)

李爱真

2012-01-01

It is the emerging online communities that has broaden numerous ways for marketing via social network,privileged in its precision,interaction,vitality and focus communication.With the assistance of online community,companies can feel free to conduct market surveys,diffuse sales promotion,hold activities with few restrictions and shape their own brand images.In addition,online marketing through network community can also help companies to do better in crisis management and PR manipulation.%网络社区的蓬勃发展推动了网络社区营销的深入开展。网络社区营销活动具有精准性、互动性、成长性、软性营销的特点。企业可以借助网络社区开展市场调查,传播促销信息,实施活动营销,塑造品牌形象。网络社区营销还可以帮助企业强化危机管控,管理公共关系。

CULTURAL VALUES, MARKET INSTITUTIONS, AND ENTREPRENEURSHIP POTENTIAL: A COMPARATIVE STUDY OF THE UNITED STATES, TAIWAN, AND VIETNAM

OpenAIRE

THANG V. NGUYEN; SCOTT E. BRYANT; JERMAN ROSE; CHIUNG-HUI TSENG; SUPARA KAPASUWAN

2009-01-01

This study examines the impact of national cultural values and the development of market institutions on three aspects of entrepreneurship (desire, intention, and confidence in creating new ventures). We ask: What different kinds of effects do cultural and institutional factors have on different aspects of entrepreneurship? Our samples come from Vietnam, Taiwan, and the United States (US). The use of three countries allows us to distinguish the separate influences of culture and market instit...

From physical marketing to web marketing

OpenAIRE

Constantinides, Efthymios

2002-01-01

Reviews the criticism of the 4P marketing mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular marketing mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the marketing mix when applied in online environments namely the role of the Ps in a virtual commercial setting and the lack of any strategic elements in the model. Identifies the critical fac...

AN EXPERIMENT ON USING ONLINE MARKETING TOOLS FOR PROMOTING HIGHER EDUCATION SERVICES

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Adela Laura Popa

2016-12-01

Full Text Available In this study we intended, in the first place, to analyse and determine if the online environment represents an efficient environment for promoting educational services offered by higher education institutions in Romania. Another major objective of this paper is to describe a context in which online marketing tools like Facebook and Google AdWords could contribute to promote higher education services in the online environment. In order to achieve the goal, a causal research based on experiment was designed and implemented. The type of the experiment is 'before-after with control group', design. For conducting the experiment, after developing the landing page, two advertising campaigns were designed: one of them through the tools offered by Facebook and the other one by using Google AdWords. The test units considered are two masters of the faculty of economics (one master is the experimental unit and the other is for control. The independent variable is the extent to which the masters are promoted in the online environment and the dependent variable is the number of students enrolled in the two masters during the admission period. Based on the results from this experiment, but also on data of other studies, we consider that the best results in designing online promotion campaigns for higher education institutions - when considering the tools involved in this experiment - are obtained when they are used as complementary tools. According with our observations, Google AdWords has more potential for attracting prospective students on the landing pages containing information dedicated to them, but Facebook’s features can be successfully used in particular for creating and developing relationships with potential students so that they will subsequently want to become students of that institution.

Quality of information accompanying on-line marketing of home diagnostic tests

Science.gov (United States)

Datta, Adrija K; Selman, Tara J; Kwok, Tony; Tang, Teresa; Khan, Khalid S

2008-01-01

Objective To assess the quality of information provided to consumers by websites marketing medical home diagnostic tests. Design A cross-sectional analysis of a database developed from searching targeted websites. Setting Data sources were websites written in English which marketed medical home diagnostic tests. Main outcome measures A meta-search engine was used to identify the first 20 citations for each type of home diagnostic medical test. Relevant websites limited to those written in English were reviewed independently and in triplicate, with disputes resolved by two further reviewers. Information on the quality of these sites was extracted using a pre-piloted performer. Results 168 websites were suitable for inclusion in the review. The quality of these sites showed marked variation. Only 24 of 168 (14.2%) complied with at least three-quarters of the quality items and just over half (95 of 168, 56.5%) reported official approval or certification of the test. Information on accuracy of the test marketed was reported by 87 of 168 (51.7%) websites, with 15 of 168 (8.9%) providing a scientific reference. Instructions for use of the product were found in 97 of 168 (57.9%). However, the course of action to be taken after obtaining the test result was stated in only 63 of 168 (37.5%) for a positive result and 43 of 168 (25.5%) for a negative result. Conclusions The quality of information posted on commercial websites marketing home tests online is unsatisfactory and potentially misleading for consumers. PMID:18263912

Selected Aspects of Cultural Differences and their Influence on the International Marketing Mix

OpenAIRE

Svendsen, Anne Sakseide

2010-01-01

Culture is an important business element which can make the difference between success and failure for businesses that will expand abroad. The differences between two cultures do not have to vary to a large extent, but they still have to be considered. Hence knowledge about culture plays an important role in a company's decision making process. This master thesis is focused on selected aspects of cultural differences and their influence on the international marketing mix. The first part of th...

Measurement of Social Media Marketing Performance on Klik-Amazing's Product at Marketing Division, Klik-Amazing

OpenAIRE

Alim, Ihwanul; Iskandar, Budi Permadi

2012-01-01

Internet in Indonesia grew fast. Indonesian do socialize in online social media, also. Klik-Amazing was small company run in media industry and used online social media to do the marketing communication.Customer's media habit consumption also shifting from offline media (without internet) into offline and online (by internet) media, including the online social media. The most used online social media were facebook and twitter. Klik-Amazing prepares their low cost-marketing strategy by these o...

The influence of marketing communications on the consumer path to purchase for both online and in-store purchases

OpenAIRE

Pallant, Jason

2017-01-01

This thesis examines the way online browsing and online or in-store purchasing behaviours evolve across the purchases customers make from a brand, and how this is influenced by the marketing communications that customers receive from that brand and its competitors. A sample of customers of three different retail brands are tracked over a two year period, and changes to browsing and purchase behaviour are observed. A model is developed which predicts the way customers are most likely to evolve...

Marketing through Online Leadership to Retain Invisible Customers: Perceptions of Online Students

Science.gov (United States)

Kibiloski, F. Terry.

2012-01-01

This quantitative study examined the relationship between student perceived leadership styles of online university instructors, and the perceived customer satisfaction and retention of online students. Specifically, the four goals of this study were to determine: (a) students' perception of their online instructor's leadership style, (b) if…

Ambiguous Imitations: DIY Hijacking the ‘Danish Mother Seeking’ Stealth Marketing Campaign on YouTube

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Carsten Stage

2012-06-01

Full Text Available The purpose of this paper is to explore the concept of imitation as a key dimension of online DIY and participatory cultures on YouTube. The empirical point of departure is the viral stealth marketing YouTube video entitled 'Danish Mother Seeking', produced by the official national tourist organisation (Visit Denmark, and selected extracts of the online responses to this video. Framed by the notion of participatory culture (Jenkins 2006; Burgess & Green 2009 and the concept of imitation (Tarde 1895/1903, we analyse how marketing initiatives buy into and borrow energy from engaged networked produsers, but also how these produsers can criticise marketing initiatives by 're-imitating' them. Following this, we argue that the case represents an interesting and fascinating example of consumer re-sistance and bottom-up voices insisting on being heard, rather than a simple ex-ample of the breakdown of a brand strategy. Looking at the response videos they furthermore reveal that imitation can be a rather ambiguous social strategy as it is used both to transfer energy from the imitated object and to deconstruct it. As part of this argument we replace the classical concept of 'mimicry' (Bhabha 1994 with the notion of 'ambiguous imitation' to be able to describe online imitation as both an act of critical voicing and energy transmission.

European food cultures in a macro and micro perspective: Implications for the marketing of Asian food products

DEFF Research Database (Denmark)

Askegaard, Søren; Ludvigsen, Hanne H.

This article origines as part of a Danish national food research program: Market-based Process and Product Innovation in the Food Sector (MAPP), presenting some of the results of a project concerning the cultural dimension of food consumption. Two questions of importance to Asian (with special...... attention to South East Asian) food producers and marketers are explored. First: To which extent can Asian food manufacturers consider Europe one single market? And second: Do change processes in the European food cultures faclitate adoption of more Asian food products in the coming years? Of course...... homogenoues export markets but ingeneral confirms the heterogeneity of the European fo cultures. Since these data did not contain specific information about our second question, the inclusion of Asian food products in European diets, we have investigated certain food consumption trends from a micro...

Integrated marketing sphere of physical culture and sports in terms of European integration Regional Center Research

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Oleksandr Popov

2015-06-01

Full Text Available Purpose: exposure of conceptual and strategic positions of the complex marketing of sphere of physical culture and sport in the conditions of European integration of regional center. Material and Methods: analysis of literary sources, analysis of documents of legislative, normatively-legal and programmatic maintenance, analysis of the systems, questioning as a questionnaire. Results: the analysis of the systems of terms of development of sphere of physical culture and sport is carried out by the study of modern tendencies, interests of young people and habitants of regional center; complex description of conceptual and strategic positions of the relatively complex marketing of sphere of physical culture and sport is presented in the conditions of European integration of regional center. Conclusions: it is set that the decision of tasks in relation to conditioning for development of sphere of physical culture and sport must come true with the observance of certain principles; got founding in relation to development of marketing plan of forming of sporting image Kharkiv.

A.C.T.A. and the effects of the agreement on the on-line marketing strategies

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Boitor, A.–B.

2012-01-01

Full Text Available This article presents the most controversial and discussed treaty over the last period and its consequences on the marketing strategies of different companies in fields such as the movie industry, the music industry and the publishing domain. The A.C.T.A. treaty was signed by over 27 countries, and brings up positive effects upon the strategies of those companies which suffer losses from piracy and counterfeiting of intellectual property rights. The paper reflects the changes that the treaty can bring especially to the online marketing strategies of the biggest movie studios and music production labels.

Mobile marketing communications in consumer markets

OpenAIRE

Leppäniemi, M. (Matti)

2008-01-01

Abstract This dissertation aims to examine the theoretical and empirical foundations of the mobile marketing phenomenon. While numerous studies have yielded important insights into this topic, the existing mobile marketing literature appears to be inconsistent and somewhat fragmented. With the help of two action research projects, interviews of mobile marketing practitioners, and an online survey, this study aims to contribute to our understanding of the nature of mobile marketing communic...

Analysis on online word-of-mouth of customer satisfaction in cultural and creative industries of Taiwan: using crafts as an example

Science.gov (United States)

Tsai, Li-Fen; Shaw, Jing-Chi; Wang, Pei-Wen; Shih, Meng-Long; Yang, Min-Chieh

2011-10-01

This study aims to analyze customers' online word-of-mouth for crafts in Cultural and Creative Industries of Taiwan, and extracts articles from Yahoo and Wretch Blogs by the online writing mining technique. The research scope is from Jan. 1, 2008 to Dec. 31, 2010. The subjects include 2457 valid articles on customers' online word-of-mouth regarding the craft industry of Taiwan. Findings demonstrate that, regarding online word-of-mouth, the most important word-of-mouth items of ceramics, stone craft, wood craft manufacturing, and metal craft is decoration and display of surroundings; while brand is valued in glass craft; and the most important item for consumers of paper craft is cultural characteristics of handicrafts.

Recognizing misleading pharmaceutical marketing online.

Science.gov (United States)

De Freitas, Julian; Falls, Brian A; Haque, Omar S; Bursztajn, Harold J

2014-01-01

In light of decision-making psychology, this article details how drug marketing operates across established and novel web domains and identifies some common misleading trends and influences on prescribing and patient-initiated medication requests. The Internet has allowed pharmaceutical marketing to become more salient than ever before. Although the Internet's growth has improved the dissemination of pharmaceutical information, it has also led to the increased influence of misleading pharmaceutical marketing. Such mismarketing is of concern, especially in psychiatry, since psychotropics generate considerable revenue for drug companies. In a climate of resource-limited drug regulation and time-strapped physicians, we recommend improving both independent monitoring and consumer awareness of Internet-enabled, potentially misleading, pharmaceutical marketing influences. © 2014 American Academy of Psychiatry and the Law.

User-Generated Content, YouTube and Participatory Culture on the Web: Music Learning and Teaching in Two Contrasting Online Communities

Science.gov (United States)

Waldron, Janice

2013-01-01

In this paper, I draw on seminal literature from new media researchers to frame the broader implications that user-generated content (UGC), YouTube, and participatory culture have for music learning and teaching in online communities; to illustrate, I use examples from two contrasting online music communities, the Online Academy of Irish…

THE IMPACT OF LANGUAGES ON THE ONLINE BUSINESS ENVIRONMENT

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COANCA MARIANA

2010-07-01

Full Text Available This paper deals with an analysis of the English language, as lingua franca of the Internet, mainly online business environment. If a business has already developed a Web site, it is important to translate the site into the target language of a particular foreign market. It sounds easy, but is a literal translation all that's required for a different culture? We shall see in the next parts of this paper. Indeed, nowadays, the whole humanity has at its disposal an exceptional, very powerful medium. The new communications technology is causing a revolution in many aspects of our lives, and its future effects are still unforeseeable English is an integral part of business communication, job opportunities and globalization. Cultural translation goes beyond mere linguistic translation, since it involves designing a Web site that is sensitive to the cultural differences, between the originated country and the target country. If you ask any search marketer what the main issue is when trying to optimize website(s for Europe he will tell you: language.

Searching for Symbolic Value of Cattle: Tropical Livestock Units, Market Price, and Cultural Value of Maasai Livestock

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Robert J. Quinlan

2016-10-01

Full Text Available We examine metabolic, market, and symbolic values of livestock relative to cultural “positioning” by gender, marriage, and household production among Maasai people in Simanjiro, Tanzania to assess local “proximate currencies” relevant for “cultural success.” Data from mixed methods ethnographic research include qualitative interviews since 2012, observation of 85 livestock market sales in 2013 and 2015, and 37 short key informant interviews in 2015. We examine fit between market values, Tropical Livestock Units (TLU, weight-based species exchange ratio, and perceived value from interviews for moran (unmarried men, muruo (married men, and tɔmɔnɔ́k (married women. Hedonic regression using livestock species, sex, maturity, and size accounted for 90% of the local market price of livestock. We compared the market-based exchange ratio between cattle and smallstock (sheep and goats to TLU and perceived values situating symbolic value of cattle in terms of Maasai household production schema. One TLU model accurately predicted market exchange ratios, while another predicted hypothetical exchanges, suggesting need for improved livestock wealth estimation for pastoralists. Ritual context, subsistence work, and cultural position influenced perceived values: Moran overvalued cattle by 100% of the local market value. Tɔmɔnɔ́k accurately perceived the market exchange ratio despite never directly engaging in livestock market transactions. Muruo perceived exchange ratios intermediate between moran and tɔmɔnɔ́k. We argue that these perceptions of value reflect distinct labor responsibilities of moran, muruo, and tɔmɔnɔ́k in livestock management, differential value of bridewealth, and control of meat and milk.Attention to value of different livestock species in cultural models of production may prove useful for development efforts.

Learning how to respond to anti-branding communities : Designing a dilemma-based serious game for online marketing management

NARCIS (Netherlands)

Broek, T.A. van den; Koers, W.; Langley D.J.

2013-01-01

Numerous examples have shown that mass participation in online anti-branding communities can affect marketing managers’ decisions by forcing firms to change their behaviour. Prior research has shown that incorrect responses can worsen reputational damage. This paper presents a new method to train

Analysis of the market of physical culture and health services in Lviv

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Yevhen Prystupa

2017-12-01

Full Text Available Today, fitness services are in demand among the Ukrainian population. The saturation of the market for fitness clubs in large and small cities is different. Purpose: to study the market of physical culture and health services in Lviv. Material & Methods: theoretical analysis and generalization of scientific literature, sources and information of the world Internet, comparison method, documentary method. Results: in the article the analysis of the market of the establishments that provide physical culture and health services in Lviv is presented. Fitness club "FitCurves" provides services only to women, but the fitness club "Olympus" is the only one that offers Crossfit services. "Clubs Malibu", "Kiwi fitness" have schools for the training of group coaches. Social responsibility is one of the most important principles of the network "Sport Life". Conclusion: conditions for ensuring the content and active leisure of the population of Lviv are provided: 78 fitness clubs, 16 swimming pools, 64 sports clubs, 6 tennis courts, 10 stadiums, etc. All establishments offer a wide range of fitness services. Price policy of season tickets for fitness clubs is different.

Developing e-marketing tools : Case company: CASTA Ltd.

OpenAIRE

Nguyen, Chi

2014-01-01

This Bachelor’s thesis topic is developing e-marketing tools for the B2C sector of CASTA Ltd. The final outcome is a set of online marketing tools guidelines that can improve business activities, especially marketing effectiveness. Based on the company’s status as a novice in online marketing field, the thesis will focus on the basic level of three specific online marketing tools, instead of covering the whole e-marketing subject. The theoretical framework first describes the concept of e...

Comparing market orientation culture of businesses and schools of business: an extension and refinement.

Science.gov (United States)

Webster, Robert L; Hammond, Kevin L; Harmon, Harry A

2005-04-01

This study extends previous work concerning the market orientation culture within specialty businesses and schools of business. Specifically, member schools of the Association to Advance Collegiate Schools of Business International are separated into public and private universities. Data were collected via a mailed survey to business schools holding membership. 106 public school deans and 35 private school deans responded, for a 23% response rate. Input from the deans was sought on their perceptions of the market orientation culture within the schools. Respondents' perceptions, rated on a 7-point scale, measured four dimensions of market orientation: customer orientation, competitor orientation, organizational coordination, and overall market orientation. Data for specialty businesses were drawn from a previous study. Comparison testing between the public and private business schools' deans and business managers was conducted. Analysis indicated perceived market orientation was significantly higher for deans of private business schools than public business schools. Compared with business managers, private school deans were statistically different on only one of the four dimensions, whereas public business school deans' scores were significantly different from those of business managers on all four. Compared with each other, business school deans were statistically different on three dimensions, with private school deans reporting greater market orientation.

ONLINE PROMOTION OF FINANCIAL INVESTMENT SERVICES COMPANIES

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Ioana Ancuta Iancu

2016-12-01

Full Text Available When we think about promotion in financial investment services companies, we have to consider, not only the offline or traditional type of promotion (personal communication, advertising, sales promotion, public relations and organization identity but online promotion as well. Due to the fact that for more and more people, Internet represents the most important mean of communication, financial investment services companies marketing specialists have a variety of tools at hand. In this study we will describe the most important online promotion tools, like: E-mail Marketing, advertising, search engines, networks socialization, M-Marketing and promotion through web pages. Specific methods of online promotion enable real-time knowledge of the investor’s behavior and can also address to them most effectively. The purpose of this theoretical study is to increase the rate of knowledge and usage of online marketing, in a very conservatory sector of the financial market: Financial Investment Services Companies Marketing. By promoting online a company, a product or a service the marketing specialists can target specific customer, segments and quantify results, which is almost impossible on such a scale and with such precision by traditional methods of promotion. Based on the literature and our own experience, methods were taken up and adapted in financial investment services companies. We show the present state of online marketing, make proposals and describe difficulties which can be encountered when an e-marketing strategy is made. The conclusion of our study is that more and more companies use online tools in their marketing strategies. There is a change in attitude by the Financial Investment Services Companies web pages: from a reserved one in 2010 to one open to innovation in 2015; we believe that SSIF Broker is an illustrative example in this regard. Instead, our opinion is that Search Engine Optimization should be used more by SSIF Broker

The socializing role of expatriate online platforms

DEFF Research Database (Denmark)

Emontspool, Julie

2015-01-01

between market orientation and socialization practices online. It shows how processes of market simplification, market guidance and market manipulation co-exist both in expatriates’ orientation and socialization in the new consumption context. The findings of this study firstly provide insights...... into the consequences of those online interactions for nationalism, where digital tools may in fact reduce expatriates’ cosmopolitanism. Secondly, the study shows collaborative knowledge construction on those platforms creates new forms of market adaptation....

Splintering of tourism market: new appearing forms of cultural tourism as a consequence of changes in everyday lives.

Science.gov (United States)

Jelincić, Daniela Angelina

2009-03-01

Within the concept of cultural tourism, this article defines relatively new concepts of creative and hobby tourism, which are detected as recent niche markets. Cultural tourism is a narrow specialized market, while creative and hobby tourism relate to even more specialized segments. Even these specialized forms of tourism have their market whose growth is very probable taking into account changes in everyday work as well as changes in the values of human activity in general. These changes reflect also the sector of tourism, which is obvious in the ever growing splintering of tourism market as well as of tourism forms. The article reviews theoretical concepts of cultural, creative and hobby tourism as to prepare the basis for applied tourist programmes. It looks into the history of cultural tourism as to see what changes occurred and brought it to life. Changes that have taken place in everyday lives of people and the impact of everyday free time activities on tourism are also analysed. Further splintering of the cultural tourism sector is noticed and cultural tourism sub-forms are detected by analysing some of the leading home style and creativity magazines. The article also proposes possible application of push/pull factors to creative/hobby tourism.

TU Delft en online media

NARCIS (Netherlands)

Speekenbrink, R.J.H.

2013-01-01

Dit boek behandelt een visie op online media bij Nederlandse universiteiten. Daarbij beperk ik me tot die aspecten waarin online communicatie en/of online marketing een rol speelt. Dit boek behandelt niet de onderwijsgerelateerde aspecten van online media. Elektronische leeromgevingen, sociale media

Internet filters and entry pages do not protect children from online alcohol marketing.

Science.gov (United States)

Jones, Sandra C; Thom, Jeffrey A; Davoren, Sondra; Barrie, Lance

2014-02-01

We review programs and policies to prevent children from accessing alcohol marketing online. To update the literature, we present our recent studies that assess (i) in-built barriers to underage access to alcohol brand websites and (ii) commercial internet filters. Alcohol websites typically had poor filter systems for preventing entry of underage persons; only half of the sites required the user to provide a date of birth, and none had any means of preventing users from trying again. Even the most effective commercial internet filters allowed access to one-third of the sites we examined.

Online Interventions for Social Marketing Health Behavior Change Campaigns: A Meta-Analysis of Psychological Architectures and Adherence Factors

Science.gov (United States)

Thelwall, Mike; Dawes, Phil

2011-01-01

Background Researchers and practitioners have developed numerous online interventions that encourage people to reduce their drinking, increase their exercise, and better manage their weight. Motivations to develop eHealth interventions may be driven by the Internet’s reach, interactivity, cost-effectiveness, and studies that show online interventions work. However, when designing online interventions suitable for public campaigns, there are few evidence-based guidelines, taxonomies are difficult to apply, many studies lack impact data, and prior meta-analyses are not applicable to large-scale public campaigns targeting voluntary behavioral change. Objectives This meta-analysis assessed online intervention design features in order to inform the development of online campaigns, such as those employed by social marketers, that seek to encourage voluntary health behavior change. A further objective was to increase understanding of the relationships between intervention adherence, study adherence, and behavioral outcomes. Methods Drawing on systematic review methods, a combination of 84 query terms were used in 5 bibliographic databases with additional gray literature searches. This resulted in 1271 abstracts and papers; 31 met the inclusion criteria. In total, 29 papers describing 30 interventions were included in the primary meta-analysis, with the 2 additional studies qualifying for the adherence analysis. Using a random effects model, the first analysis estimated the overall effect size, including groupings by control conditions and time factors. The second analysis assessed the impacts of psychological design features that were coded with taxonomies from evidence-based behavioral medicine, persuasive technology, and other behavioral influence fields. These separate systems were integrated into a coding framework model called the communication-based influence components model. Finally, the third analysis assessed the relationships between intervention adherence

Senior Executives' Perceptions of Business-to-Consumer (B2C) Online Marketing Strategies: The Case of Singapore.

Science.gov (United States)

Teo, Thompson S. H.; Tan, Jek Swan

2002-01-01

Describes a study on Internet marketing strategies of business-to-consumer (B2C) firms in Singapore. Results of a survey and hierarchical regression analyses indicate that strategies to attract customers and to relate to customers have significant positive relationships to online brand equity, which is positively related to financial growth.…

Effect of marketing activities, benefits, risks, confusion due to over-choice, price, quality and consumer trust on online tourism purchasing

OpenAIRE

Pappas, Nikolaos

2015-01-01

The paper focuses on website vendors and three fundamental aspects, which influence price quality and trust, the major factors that affect purchasing intentions amongst online consumers. The three fundamental aspects in question are: perceived benefits, risks and confusion due to over-choice. The purpose of the study is to examine the influence of these three aspects on consumers' trust and their online purchasing intentions, and also to evaluate their interrelationship with marketing activit...

Proton therapy for prostate cancer online: patient education or marketing?

Science.gov (United States)

Sadowski, Daniel J; Ellimoottil, Chandy S; Tejwani, Ajay; Gorbonos, Alex

2013-12-01

Proton therapy (PT) for prostate cancer is an expensive treatment with limited evidence of benefit over conventional radiotherapy. We sought to study whether online information on PT for prostate cancer was balanced and whether the website source influenced the content presented. We applied a systematic search process to identify 270 weblinks associated with PT for prostate cancer, categorized the websites by source, and filtered the results to 50 websites using predetermined criteria. We then used a customized version of the DISCERN instrument, a validated tool for assessing the quality of consumer health information, to evaluate the remaining websites for balance of content and description of risks, benefits and uncertainty. Depending on the search engine and key word used, proton center websites (PCWs) made up 10%-47% of the first 30 encountered links. In comparison, websites from academic and nonacademic medical centers without ownership stake in proton centers appeared much less frequently as a search result (0%-3%). PCWs scored lower on DISCERN questions compared to other sources for being balanced/unbiased (p online information regarding PT for prostate cancer may represent marketing by proton centers rather than comprehensive and unbiased patient education. An awareness of these results will also better prepare clinicians to address the potential biases of patients with prostate cancer who search the Internet for health information.

76 FR 3679 - Market Test of Marketing Mail Made Easy

Science.gov (United States)

2011-01-20

... POSTAL REGULATORY COMMISSION [Docket No. MT2011-3; Order No. 649] Market Test of Marketing Mail... recently-filed Postal Service proposal to conduct a 2-year market test involving the sale of Marketing Mail..., 2011. ADDRESSES: Submit comments electronically via the Commission's Filing Online system at http://www...

BOOK REVIEW: Advances in Electronic Marketing,

Directory of Open Access Journals (Sweden)

Reviewed by Dr. Ayhan YILMAZ

2005-10-01

Full Text Available 164Advances in Electronic Marketing, Edited by Irvine Clarke IIIand Theresa Flaherty, 2005, Hershey, PA: dea GroupReviewed by Dr. Ayhan YILMAZAnadolu University, Eskişehir-TURKEYThere are many challenges facing organizations today as theyincorporate electronic marketing methods into their strategy. Advancesin Electronic Marketing examines these challenges within three majorthemes: the global environment, the strategic/technological realm, andthe buyer behavior of online consumers.Each chapter raises important issues, practical applications, and relevantsolutions for the electronic marketer. Advances in Electronic Marketingnot only addresses Internet marketing and the World Wide Web, but alsoother electronic marketing tools, such as geographic informationsystems, database marketing, and mobile advertising. This book providesresearchers and practitioners with an updated source of knowledge on electronicmarketing methods.Advances in Electronic Marketing edited by Irvine Clarke III and Theresa Flaherty fromJames Madison University, USA. It published by Idea Gruops and has 3 sections and 16chapters. These chapters wrote by different authors from different institutions. Themajority of the authors are from USA and others are from Australia, UK, Italy, TheNetherlands, Finland, Spain and Greece.According to the editors the genesis of the book lies in investigating contemporarymarketing thought about how the internet has changed the face of marketing. The buyerbehavior of online consumers is the starting point of the book.Section I consist of buyer behavior of online comsumers. In this section, the authors havebeen discussing the issues of attracting and retailing online buyers: Comparing B2B andB2C customers at the first chapter. Chapter II wrote by A. Y. C. Yeo and M. K. M Chiamfrom Australia. They try to explain unclocking E-Costomer Loyalty. The following chapteris about drivers and barriers to online shopping: the interaction of product, consumer

Measuring Value in the Commons-Based Ecosystem: Bridging the Gap Between the Commons and the Market

OpenAIRE

De Filippi , Primavera; Hassan , Samer

2014-01-01

International audience; Commons-based peer-production (CBPP) constitutes today an important driver for innovation and cultural development, both online and offline. This led to the establishment of an alternative, Commons-based ecosystem, based on peer-production and collaboration of peers contributing to a common good. Yet, to the extent that this operates outside of the market economy, we cannot rely on traditional market mechanisms (such as pricing) to estimate the value of CBPP. We presen...

Content marketing - the fundamental tool of digital marketing

OpenAIRE

Loredana PATRUTIU BALTES

2015-01-01

In the era of digitalization, the importance of digital marketing has increased from one year to another as part of the marketing strategy practiced by organizations of any type and any size. Given that digital marketing requires the existence of a content marketing, the success or the failure of the company’s online communication depends to a significant extent on the quality of its content marketing. In this context, besides promoting a high quality of the content marketing, ...

Navigating Online Selves: Social, Cultural, and Material Contexts of Social Media Use by Diasporic Gay Men

Directory of Open Access Journals (Sweden)

Alexander Dhoest

2016-09-01

Full Text Available Social media not only create new opportunities but also pose new challenges for the ways people navigate their online selves. As noted by boyd, social media are characterized by unique dynamics such as collapsed contexts, implying that one’s distinct offline social worlds meet online. This creates particular challenges for lesbian, gay, bisexual, transgender, and queer (LGBTQ people, at least those who find it crucial to maintain distinct contexts in which they disclose or conceal their gender and/or sexual selves. However, the existing scholarship on social media use by LGBTQs is predominantly anchored in English-language Western contexts and tends to lose sight of the cultural specificities of Internet use. Therefore, in this article, we build on the scholarship to further investigate the role of context for disclosing or concealing gender and/or sexual selves online. More specifically, we ask, “How do social, cultural, and material contexts affect the ways LGBTQs navigate their selves on social media?” To investigate this question, we analyze in-depth face-to-face interviews with gay men who themselves, or whose parents, migrated to Belgium. Because their migration background forces them to negotiate different social, cultural, and material contexts, our focus on diasporic gay men helps to bring out the issue of context in social media use.

The online Self

NARCIS (Netherlands)

Gloerich, I.; van Dipten, L.; Rasch, M.D.

2017-01-01

Following the conference Fear and Loathing of the Online Self and the publication of Culture of the Selfie: Self-Representation in Contemporary Visual Culture in May 2017, this episode of INC’s Zero Infinite podcast zooms in on the online self and selfies, with Ana Peraica, Wendy Chun and Rebecca

Pompano reared to market size in RAS: Low salinity culture successful

Science.gov (United States)

Florida pompano, Trachinotus carolinus, are found in coastal waters of the Atlantic Ocean from Massachusetts, USA, to Brazil and throughout the Gulf of Mexico. Due to pompano’s superior market value, interest in its culture developed in the US during the 1960s and 1970s. Research conducted during ...

基于长尾理论的在线旅游市场发展研究%Research on the Development of Online Tourism Market based on the Long Tail Theory

Institute of Scientific and Technical Information of China (English)

罗美娟; 高扬; 莫赞

2015-01-01

With the stability of the basic layout of China′s online tourism, competition between the main market seg-ments become increasingly intense, and the online market is undergoing segmentation at a deeper level.This thesis tried to introduce the long tail theory emerged out of the internet environment into the analysis of online tourism market, in or-der to explore the key factors in tourism industry chain and analyze the evolution of standardization and customization of online travel product.Studies show :though the online tourist market is a long tailed market, it does not mean that the online tourist market can be unlimitedly segmented, we must select the products that best fit consumers′needs from an unlimited number of tourism products according to the limited consumer demands; the network medium and the tourism medium have accelerated the segmentation of the tourist market, the travel suppliers are facing the choice of the market-ing channels, and the traditional as well as the online agencies are anxious to transform and the coexistence of standard-ized products and customized products of online tourism will meet the requirements of the development of the online tour-ist market.%随着我国在线旅游基本布局的稳定，主要细分市场竞争日趋激烈，在线旅游市场面临着更深层次细分。本文将在互联网环境下诞生的长尾理论引入在线旅游市场分析之中，对在线旅游产业链中的各关键要素进行剖析，对在线旅游产品标准化与定制化的演变进行分析。研究结果显示：虽然在线旅游市场是一个长尾化的市场，但并不意味着是无限细分的市场，必须从无限的旅游产品中根据有限的消费需求选择最适合消费者需求的产品；网络媒介与旅游媒介加速了在线旅游市场细分，旅游供应商面临销售渠道抉择，传统与在线代理商都亟待转型，标准化产品与定制化产品共存符合在线旅游市场发展的基本要求。

Online stock trading platform

Directory of Open Access Journals (Sweden)

Ion LUNGU

2006-01-01

Full Text Available The Internet is the perfect tool that can assure the market’s transparency for any user who wants to trade on the stock market. The investor can have access to the market news, financial calendar or the press releases of the issuers. A good online trading platform also provides real-time intraday quotes, trading history and technical analysis giving the investor a clearer view of the supply and demand in the market. All this information provides the investor a good image of the market and encourages him to trade. This paper wishes to draft the pieces of an online trading platform and to analyze the impact of developing and implementing one in a brokerage firm.

Simulating the Cinema Market : How cross-cultural differences in social influence explain box office distributions

NARCIS (Netherlands)

Broekhuizen, T.L.J.; Delre, S.A.; Torres, A.

This paper uses a mixed method approach to show how cross-cultural differences in social influences can explain differences in distributions of market shares in different markets. First, we develop a realistic agent-based model that mimics the behavior of movie visitors and incorporates the social

Web Based Interactive Software in International Business: The Case of the Global Market Potential System Online (GMPSO[C])

Science.gov (United States)

Janavaras, Basil J.; Gomes, Emanuel; Young, Richard

2008-01-01

This paper seeks to confirm whether students using the Global Market Potential System Online (GMPSO) web based software, (http://globalmarketpotential.com), for their class project enhanced their knowledge and understanding of international business. The challenge most business instructors and practitioners face is to determine how to bring the…

Affiliate marketing programs: A study of consumer attitude towards affiliate marketing programs among Indian users

OpenAIRE

Zia Ul Haq

2012-01-01

Affiliate marketing has seen fewer studies even being a multibillion dollar industry and one of the most expanding online advertising lead generators for direct marketers. The aim of this survey described in this paper is to evaluate the attitude of respondents towards affiliate programs or affiliate marketing, used as a source of information, advertisement and a connecting link between the online marketer and the customer. In this regard a survey was conducted among 300 Indian internet users...

ONLINE BANKING SECURITY INDUSTRY IN EMERGING CHINA MARKET

OpenAIRE

Liu, Rui

2009-01-01

In China, although traditional banks are still taking a wait-and-see approach in terms of offering their customers authentication tokens, online security technology is gaining momentum among Internet banks. During the last 15 years, technology for online banking security has undergone remarkable progress. The number of online banking users and the volume of transactions are increasing daily. Moreover, Chinese customers are paying more attention to online banking security issues, and are gradu...

Critical Analysis of Nike and Nike's Marketing Strategies ---------------------From the US to China on Cultural Basis

OpenAIRE

Miao, Jinyan

2011-01-01

Nike as the world biggest athletic brand, it has expanded abroad for many years. During its international business in the overseas markets, it drew many experiences from the initial failures. There are many different factors that influence Nike's expansion outside the US, and cultural differences are main of them. Therefore, a research was carried out to seek out how Nike made its marketing strategy based on cultural gaps between the US and China. Three main questions were asked to relevant s...

Affect Of Cultural Factor On Consumer Behaviour In Online Shop

Directory of Open Access Journals (Sweden)

Agnita Yolanda

2017-06-01

Full Text Available Consumer behavior is an action taken by a person in making a decision to search for purchase acquire use of goods and services that will satisfy their needs. The purpose of this study is presented to determine how much the behavior of consumers to choose online shopping and direct shopping at Management of Higher School STIM Sukma Medan. The method used in this research is descriptive method with quantitative data that has been obtained through the data directly from the company. The data collected with the spaciousness of research and literature in the form of distributing questionnaires to 52 fifty-two consumers. Processing data using SPSS statistical test tools version 17.00. Based on the results of the 4 four and the indicator above the 8 eight questions as well as 52 fifty-two consumers. Results showed that the most influential in choosing online shopping is a cultural factor with a percentage of 26.14 while the most influential in choosing the direct spending is psychological factors with the percentage of 26.50.

Considerations of Online Numeric Databases for Social Science Research,

Science.gov (United States)

1983-09-01

online user groups profit from them has greatly increased the size of the online market . International Resource Development says the revenues of...information services. Carlos Cuadra, however, feels that the customizers have been beneficial to the online market by educating users at a local level

COULD BE ONLINE GROCERIES AN ALTERNATIVE FOR ROMANIAN FOOD RETAIL?

Directory of Open Access Journals (Sweden)

Silvius T. STANCIU

2014-11-01

Full Text Available The new technologies, competition, consumer convenience and the lack of time for shopping are some factors that have encouraged the Romanian online retail food market. On the food market identifying the viable direction of development and business continuity represents a major concern for economic operators. For a new business online commerce is the most affordable and the fastest way to enter the market. The domestic online retail food market is estimated to reach 6 million euros in 2014. Studies carried out by specialized companies have identified the Romanian consumers' appetite for food shopping on the Internet. Although Romania is only at the beginning in online food market as compared to its European neighbours, experiments in other domestic sectors demonstrate the possibility of surprises in this domain. The article proposes a short analysis of the Romanian online food retail market, tendencies and opportunities in this new domain for local commerce.

Quality online personalisation

NARCIS (Netherlands)

T. Li (Ting); T. Unger (Till)

2012-01-01

textabstractWhen done right, personalisation online can be an effective way to enhance the buying or consuming experience, thus stimulating purchasing. However, it can also rely heavily on customers’ private details, a very sensitive and currently hot issue. So, how do online marketeers deal

An online spatial database of Australian Indigenous Biocultural Knowledge for contemporary natural and cultural resource management.

Science.gov (United States)

Pert, Petina L; Ens, Emilie J; Locke, John; Clarke, Philip A; Packer, Joanne M; Turpin, Gerry

2015-11-15

With growing international calls for the enhanced involvement of Indigenous peoples and their biocultural knowledge in managing conservation and the sustainable use of physical environment, it is timely to review the available literature and develop cross-cultural approaches to the management of biocultural resources. Online spatial databases are becoming common tools for educating land managers about Indigenous Biocultural Knowledge (IBK), specifically to raise a broad awareness of issues, identify knowledge gaps and opportunities, and to promote collaboration. Here we describe a novel approach to the application of internet and spatial analysis tools that provide an overview of publically available documented Australian IBK (AIBK) and outline the processes used to develop the online resource. By funding an AIBK working group, the Australian Centre for Ecological Analysis and Synthesis (ACEAS) provided a unique opportunity to bring together cross-cultural, cross-disciplinary and trans-organizational contributors who developed these resources. Without such an intentionally collaborative process, this unique tool would not have been developed. The tool developed through this process is derived from a spatial and temporal literature review, case studies and a compilation of methods, as well as other relevant AIBK papers. The online resource illustrates the depth and breadth of documented IBK and identifies opportunities for further work, partnerships and investment for the benefit of not only Indigenous Australians, but all Australians. The database currently includes links to over 1500 publically available IBK documents, of which 568 are geo-referenced and were mapped. It is anticipated that as awareness of the online resource grows, more documents will be provided through the website to build the database. It is envisaged that this will become a well-used tool, integral to future natural and cultural resource management and maintenance. Copyright © 2015. Published

CATEGORICAL IMAGE COMPONENTS IN THE FORMING SYSTEM OF A MARKETING TECHNIQUES MANAGER’S IMAGE CULTURE

OpenAIRE

Anna Borisovna Cherednyakova

2015-01-01

Based on the understanding of the image culture formation of managers of marketing techniques, as a representative of the social and communication interaction of public structures, categorical apparatus of image culture with an emphasis on the etymology of the image, as an integral component of image culture was analyzed. Categorical components of the image are presented from the standpoint of image culture, as personal new formation, an integral part of the professional activity of the marke...

Cultural differences in on-line sensitivity to emotional voices: Comparing East and West

Directory of Open Access Journals (Sweden)

Pan eLiu

2015-05-01

Full Text Available Evidence that culture modulates on-line neural responses to the emotional meanings encoded by vocal and facial expressions was demonstrated recently in a study comparing English North Americans and Chinese (Liu et al., 2015. Here, we compared how individuals from these two cultures passively respond to emotional cues from faces and voices using an Oddball task. Participants viewed in-group emotional faces, with or without simultaneous vocal expressions, while performing a face-irrelevant visual task as the EEG was recorded. A significantly larger visual MMN was observed for Chinese versus English participants when faces were accompanied by voices, suggesting that Chinese were influenced to a larger extent by task-irrelevant vocal cues. These data highlight further differences in how adults from East Asian versus Western cultures process socio-emotional cues, arguing that distinct cultural practices in communication (e.g., display rules shape neurocognitive activity associated with the early perception and integration of multi-sensory emotional cues.

SOFTWARE RETAILERS FROM BRAŞOV AND THE ONLINE STORES

Directory of Open Access Journals (Sweden)

Axenia Bianca BOITOR

2012-01-01

Full Text Available This paper presents the factors that influence the online marketing strategies of software vendors from Braşov County. An analysis of the software retailers’ attitudes from Braşov regarding online marketing and advertising was made. A survey among vendors from Braşov was undertaken and the results of this research show an orientation of lesser extent to online sales and marketing of the retailers’ activity. 20 responses were collected from software companies which trade software products and services in Braşov County. The results are very important for the companies that sell software products and services not only on the local market but also at national level. The paper presents the main reasons why software retailers from Braşov County, which is one of the most developed software markets in the country, have a lesser orientation towards online selling of software products and services. More than 400 companies involved in the software domain operate in Braşov City only. Research questions regarding the effects of the present economic situation, the online marketing strategies used in the software industry, and details about the online activity of each company where part of this research.

Online marketingová strategie Grandhotelu Pupp

OpenAIRE

Fuxová, Zuzana

2014-01-01

The thesis analyses and evaluates a marketing strategy of the Grandhotel Pupp in comparison with its direct competitor, the Ambassador Grandhotel Narodni dum. The thesis focuses mainly on evaluating the online atributes of the marketing strategy including the online presentation of the hotel on all distribution channels the hotel uses. The main emphasis is put on current trends, because in marketing, these play the crucial role. First part of the thesis defines accommodation services, hospita...

E-cigarette marketing online: characteristics of websites serving the Indian market

Directory of Open Access Journals (Sweden)

Narayan Lad

2018-03-01

This study suggests that there are a variety of online vendors available to children and youth in India interested in purchasing ENDS at various price-points. Such online sales should be regulated to remove positive health claims and ensure mechanisms to prevent the sale of ENDS to minors. Tobacco control programs should include information on the potential harms of ENDS devices.

MARKET WATCH

Institute of Scientific and Technical Information of China (English)

HU YUE

2010-01-01

@@ Online Ad Boom According to a report delivered by iResearch Consulting Group, a market researcher that specializes in Web-related studies, the Chinese online advertisement value in 2009 soared 21.2 percent year on year to reach 20.61 billion yuan($3 billion).

Commentary: Online Reviews and Other Digital Marketing Strategies.

Science.gov (United States)

Levin, Roger P

2017-02-01

As getting patient reviews posted on online sites appears problematic for periodontal practices, the author urges periodontists to encourage patients to review their practices online on Yelp and other sites. The more positive online reviews practices receive, the higher the rankings on review sites, which will translate into more website visits and, ultimately, more new patient appointments.

MARKET WATCH

Institute of Scientific and Technical Information of China (English)

无

2011-01-01

Manufacturing activities continue to lose steam as the purchasing managers index drops for the third consecutive month. The U.S.retail giant Best Buy trims its China presence after struggling to survive amidcut-throat competition. But an increasing number of U.S. companies are still expanding into China to cash in on the vibrant market. The aluminum behemoth Chalco jumps back into the black due to growing prices of thelight metal. China’s leading portal website Sina makes a push into the online shopping market by acquiring a stake in an online apparel retailer.

Promotional Cultures: The Rise and Spread of Advertising, Public Relations, Marketing and Branding

OpenAIRE

Davis, Aeron

2013-01-01

In the twenty-first century, promotion is everywhere and everything has become promotable: everyday goods and organizations, people and ideas, cultures and futures. This engaging book looks at the rise of advertising, public relations, branding, marketing and lobbying, and explores where our promotional times have taken us.\\ud \\ud Promotional Cultures documents how the professions and practices of promotion have interacted with and reshaped so much in our world, from commodities, celebrities ...

Twitter-Based Detection of Illegal Online Sale of Prescription Opioid.

Science.gov (United States)

Mackey, Tim K; Kalyanam, Janani; Katsuki, Takeo; Lanckriet, Gert

2017-12-01

To deploy a methodology accurately identifying tweets marketing the illegal online sale of controlled substances. We first collected tweets from the Twitter public application program interface stream filtered for prescription opioid keywords. We then used unsupervised machine learning (specifically, topic modeling) to identify topics associated with illegal online marketing and sales. Finally, we conducted Web forensic analyses to characterize different types of online vendors. We analyzed 619 937 tweets containing the keywords codeine, Percocet, fentanyl, Vicodin, Oxycontin, oxycodone, and hydrocodone over a 5-month period from June to November 2015. A total of 1778 tweets (marketing the sale of controlled substances online; 90% had imbedded hyperlinks, but only 46 were "live" at the time of the evaluation. Seven distinct URLs linked to Web sites marketing or illegally selling controlled substances online. Our methodology can identify illegal online sale of prescription opioids from large volumes of tweets. Our results indicate that controlled substances are trafficked online via different strategies and vendors. Public Health Implications. Our methodology can be used to identify illegal online sellers in criminal violation of the Ryan Haight Online Pharmacy Consumer Protection Act.

The gas culture in Brazil: a challenge to the social marketing; A cultura do gas no Brasil: um desafio para marketing social

Energy Technology Data Exchange (ETDEWEB)

Fernandes, Flavio; Gerosa, Tatiana Magalhaes [Universidade de Sao Paulo (USP), SP (Brazil). Inst. de Eletrotecnica e Energia. Programa Interunidades de Pos-Graduacao em Energia]. E-mails: fernandes.Flavio@uol.com.br; tatiana.gerosa@terra.com.br; Guagliardi, Jose Augusto [Universidade de Sao Paulo (USP), SP (Brazil). Faculdade de Economia e Administracao]. E-mail: jaguar@usp.br

2006-07-01

This article analyses the introduction of natural gas in the energetic Brazilian matrix, since the beginning, and analyses the main points to considered to cultural Brazilian change in the direction of building a gas culture, not only from natural, but also from liquefied of petroleum. Arises situations happened that show the absence of gas culture in Brazil. Brings a vision of importance of theses energetic to Brazil, with criticizes about some politics and bringing proposals of projects that objects the increase of consumption per capita. The article analyses too what should be the best practices to dissemination effectively of this new culture, besides drafts the basics requirements to create a marketing plan to change this culture. (author)

Business Intelligence from User Generated Content: Online Opinion Formation in Purchasing Decisions in High-Tech Markets

OpenAIRE

Setiya , Karan; Ubacht , Jolien; Cunningham , Scott; Oruç , Sertaç

2016-01-01

Part 6: Data Acquisition, Management and Analytics; International audience; User Generated Content (UGC) requires new business intelligence methods to understand the influence of online opinion formation on customer purchasing decisions. We developed a conceptual model for deriving business intelligence from tweets, based on the Classical Model of Consensus Formation and the Theory of Planned Behaviour. We applied the model to the dynamic high-tech smartphone market by means of three case stu...

Brave New (Virtual) World: Transforming Language Learning into Cultural Studies through Online Learning Environments (MOOs).

Science.gov (United States)

Schneider, Jeffrey; von der Emde, Silke

2000-01-01

Describes an online approach through using a MOO, a computer program that allows students to share text-based virtual reality. The goal of the program was to build an environment that both enabled practice in the target language and sustained reflection on the processes of cultural production and reception. (Author/VWL)

TALKING POLITICS ONLINE WITHIN SPACES OF POPULAR CULTURE : THE CASE OF THE BIG BROTHER FORUM

NARCIS (Netherlands)

Graham, T.S.

2010-01-01

Talking politics online is not bound to spaces dedicated to politics, particularly the everyday political talk crucial to the public sphere. The aim of this article is to move beyond such spaces by examining political talk within a space dedicated to popular culture. The purpose is to see whether a

基于线上线下市场互融的供应链产能竞争与优化决策%Supply Chain Capacity Competition and Optimization Based on Online and Offline Markets Integration

Institute of Scientific and Technical Information of China (English)

李培勤

2015-01-01

This paper is concerned with supply chain competition and capacity optimization under the assumptions that consumer demands in both online and offline markets are relative to each other.It focuses on “leader-follower”game model under supply chain framework of “one strong traditional manufacturer and one traditional retailer as its follower,one online manufacturer whose status is weaker,and the strong traditional manufacturer competes with the weak online manufacturer in online markets ”.The paper emphases the strong traditional manufacturer’s optimal capacity decision and distribution by numerical analysis.Further it discusses how to deal with stock-out,overcapacity & lack of capacity,etc.It could be concluded that:Firstly,if the strong traditional manufacturer improves its brand promotion in online market,the weak online manufacturer could achieve “free ride effect”obviously;Secondly,when the development level of industry electronic commerce is low,some industries with higher market capacity in offline market have superior forces to compete in online market.Thirdly,the more market capacity there is in offline market,the stronger the competitive power is in online market when the development level of industry electronic commerce is high.That is,there is an “positive effect”between market capacity in offline market and competitive power in online market. Fourthly,the bigger online promotion level,the stronger power the weak online manufacturer has to capacity expansion,so that it lightens supply shortage because of stock-out of the strong traditional manufacturer.And if stock-out level is too high,the online markets price will be high, too.Finally,the lack of short capacity will force the strong manufacturer to expand the scale of capacity to lighten its production cost unit

Use of Online Information Resources by RMIT University Economics, Finance, and Marketing Students Participating in a Cooperative Education Program

Science.gov (United States)

Costa, Cathy

2009-01-01

This paper examines the use of online information resources by Economics, Finance, and Marketing 3rd year students in a cooperative education program and explores some possible factors and issues that influence how students use these resources. The nature of Work Integrated Learning (WIL) programs, the business information environment, and the…

Towards an innovation culture : what are it's national, corporate, marketing and engineering aspects, some experimental evidence

NARCIS (Netherlands)

Ulijn, J.M.; Weggeman, M.C.D.P.; Cooper, C.L.; Cartwright, S.; Earley, P.C.

2001-01-01

This chapter addresses the issue of innovation culture (IC) and proposes and try to answer 5 research questions related to the possible impact of different elements, such as national, corporate and professional (engineering vs marketing) cultures (NC, CC, and PC), their intersection and integration

BENEFITS AND DRAWBACKS OF ONLINE TRADING VERSUS TRADITIONAL TRADING. EDUCATIONAL FACTORS IN ONLINE TRADING

Directory of Open Access Journals (Sweden)

Petric (Iancu Ioana Ancuta

2015-07-01

Full Text Available In terms of marketing, online trading is a new distribution channel and trading platforms are products of Investment and Financial Services Companies. Internet shortens the connection between the investor and the products they wish to purchase (shares, futures, CFDs, government securities, bonds, etc., and in some cases it no longer needs a security broker. Increasing use of the Internet and increasing competitiveness between Investment and Financial Services Companies do the latter, to seek new distribution channels to specific products. The purpose of this paper is to examine to what extent the investor education level affects the decision to move from traditional trading to online trading and the benefits and disadvantages of these types of transactions. To whom should the Investment and Financial Services Companies guide their marketing campaign to attract more investors for online platforms? The work presented is part of a larger project that will be part of author thesis, studying other factors that influence the decision to move from traditional to online trading: cost factor, time factor, psychological and social attributes of investors, yield portfolios and technological capacities of Investment and Financial Services Companies. Starting from the idea that with the increase of experience in stock investments the investors will want to make their own decisions, Investment and Financial Services Companies should provide new products. Compared to competitors, an Investment and Financial Services Company must innovate, and information technology currently offers the tools for innovation facilities. At the same time, the existence and development of the Internet has made the transaction without assistance or with minimal human intervention possible (Voss, 2000. The difference is in the knowledge about stock market, the speed the transaction orders arrive in the stock market, direct access to multiple markets, transaction costs and the level

The Role of Social and Cultural Capital in the Project Marketing "Milieu"

DEFF Research Database (Denmark)

Skaates, Maria Anne

1999-01-01

The selling of projects is unique in relation to other areas of industrial marketing in three respects: (1) the demand for projects is discontinuous, (2) each individual project is unique e.g. technically and financially as well as (3) complex in terms of the number of actors involved and their m......The selling of projects is unique in relation to other areas of industrial marketing in three respects: (1) the demand for projects is discontinuous, (2) each individual project is unique e.g. technically and financially as well as (3) complex in terms of the number of actors involved...... and their modes of cooperation (Tikkanen, 1998:264). On the basis of these characteristics, the role of social and cultural capital (Bourdieu, 1989) in the marketing of projects is discussed....

MARKETING COMMUNICATION IN THE INTERNET

Directory of Open Access Journals (Sweden)

Simona Duhalm

2008-12-01

Full Text Available Currently, communication becomes more complex, faster and more dynamic every day. In this context, communication switches channels on traditional media to online applications. Thus, the electronic communication threatens, if not take the physical communication. We live in the era of information and the information they seek more ways than quick, cheap and accessible spread. Among the most common methods of electronic communication including website, electronic newsletter, blog and email custom. Online marketing has its roots in traditional marketing, but branch out and in a very obvious due to a unique features: interactivity. On the Internet, communication takes place in two directions and not just one, as in traditional marketing. At the same time, sellers and buyers can complete transactions from their homes or offices, at any time of day or night. Online marketing offers the advantage of presenting the interactive promotional materials that can meet the expectations of each type of buyer. Instead of creating a single message, as happens in the promotion of mass, marketing online allows the creation of "interactive brochure" that allow potential customers to choose the information that they want to see and when they want to see. Changing consumer behavior have had thoughts of marketing people who understand that the Internet is a very effective tool to attract, retain and loyalty the customer.