Online Marketing

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

Purpose – The purpose of this paper is to assess the content of food industry web sites targeting children by advergames with the purpose of granting brand loyalty and trust toward the products of certain companies in Hungary.

Design/methodology/approach – Scientific investigation conducted by two independent researchers included the content analysis of a total of 50 advergames integrated in 11 food company affiliated web sites.

Findings – Advergames are successful promotion strategies that reinforce brand recognition and positive associations toward food products.

Practical implications – By influencing and encouraging children's cognitive processes, advergames affect their natural development.

Originality/value – A content analysis of advergames has not yet been conducted in Hungary. By introducing psychological factors, the present paper can contribute to finding additional approaches to understand the effects of advergames on children.

Abstract: Hospital web sites need to operate as effective web resources of information and interactive communication mediums to address the multifaceted requirements of their main stakeholders, (i.e. patients, healthy citizens, healthcare professionals and local communities). In case of public hospitals, web sites should also be considered as a mean to provide governmental electronic services. The main objective of this study is to provide an evaluation framework for hospital web sites. The proposed framework focuses on three main criteria: information, communication and electronic services. A total of 53 Greek hospital web sites within the Public Sector were evaluated based on a 67-item scale. The main findings of the study were the following: (a) the majority of the web sites in the analysis failed to support necessary web-based transactions between the institutions and their stakeholders (b) web sites are lacking important features regarding provision of information and communica...

During the 1980’s the internet was introduced into the world. The internet as it was then, consisted of a web of linked computers, which enabled people to access information within the boundaries of the internet’s infrastructure. During the early years of the internet a lot of university computers around the world started to join the internet, focusing on the innovation of the internet and thereby exploring the possibilities of a global information and communication structure (Castells, 2001). Over the course of the last twenty years the internet has grown, developed and innovated beyond anyone’s wildest imagination. Billions of internet pages and applications have become available to us through the use of internet, making the internet the largest accumulation of data in the whole history of the human race. Coping with the immense number of pages and the incomprehensible amount of data are search engines. They are our guides to this vast and enormous cyberspace.

Individual usage of social media is expected to have a growing impact on the corporate reputation of organisations. Influential users of social media can disseminate positive or negative information and opinions about products, services, brands or businesses among members of their online networks in the social media spaces. The impact of such actions can often be substantial; negative information and opinions posted in social networks, blogs, online communities and forums has the potential to reach large numbers of people and substantially impact on the organisation's image and reputation. It is important for organisations to identify the online influencers -customers with important social networking impact -and identify ways to interact with them in order to respond efficiently to bad publicity or customer attacks. This study, based on extensive literature review and experts panel study based on the Delphi method, we construct a model identifying the social media influencers and the impact of these influencers on the corporate reputation.

The second generation of Internet-based applications enhances marketing efforts by allowing firms to implement innovative forms of communication and co-create content with their customers. Despite the strengths of social media for marketing purposes, few studies have empirically explored why firms have begun to use it. To redress this shortcoming, this study adopts the perspective of the firm to facilitate an understanding of digital marketing and social media usage as well as its benefits and inhibitors. Through an online survey conducted in July and August of 2011, data were requested from marketing managers of the 2000 largest firms in Portugal. One hundred and seventy questionnaires were completed. Results demonstrate that firms face internal and external pressures to adopt a digital presence in social media platforms. Further, we identify four levels of digital engagement evolution and propose a new digital pattern matrix based on benefit perception and digital marketing usage....

This study addresses a growing trend in how consumers obtain and use information prior to making their online purchasing decisions. Specifically, the authors investigate the relationship between online word-of-mouth (WOM, i.e., customer reviews and ratings) and sales (as measured by Amazon “ranks”) for different product categories. Using data collected from Amazon, the authors find that online WOM metrics and social media impact consumer purchase decisions through awareness and persuasion. From a managerial standpoint, these findings suggest that businesses should use ratings, reviews, and social media to build awareness about their products and influence purchase decisions. Future research in online WOM and sales outcomes for product categories should control for advertising and product heterogeneity within categories, as well as incorporate social media metrics, review text, and review length.

Hyperlipidemia refers to abnormal elevation of lipids and/or lipoprotein levels. Risk factors associated with such condition include stroke, peripheral vascular disease, atherosclerosis, diabetes, obesity, hypertension and other cardiovascular diseases. Drugs which are used to treat hyperlipidemia act by either accelerating the elimination of lipoproteins from the body or decrease production of lipoproteins. These medications not only lower the unwanted cholesterol levels but also prove to be vital for lowering the risk of heart attacks or strokes. The global hyperlipidemic prescription drugs market is categorized based on drug classes namely: HMG COA reductase inhibitors Fibric acid derivatives Nicotinic acid Bile acid sequestrating agents Cholesterol absorption inhibitors Combination drug therapy North America currently dominates the global hyperlipidemia prescription drugs market and is followed by Europe due to high prevalence of diseases associated with elevated levels of lipoproteins and the growing baby boomer population. Emerging economies of Asia-Pacific, Latin America and Middle East are also expected to undergo rapid market growth for hyperlipidemic drugs. One of the major factors driving the global hyperlipidemic prescription drugs market is increasing susceptibility to heart diseases associated with aging population. Other factors such as patent expiration and the consequent genericization in the market, availability of funding and undertaking of health awareness programs by healthcare centers, high incidence rates of cardiovascular diseases and rising awareness among people for reducing the harmful cholesterol levels to control heart diseases. A large number of hyperlipidemia drugs are in phase III of clinical trials for their assessment in providing clinical benefits and long-term safety records. Some of the key players contributing to hyperlipidemia prescription drugs market include Amgen, Inc., Eli Rest of the World This report provides comprehensive analysis of Market growth drivers Factors limiting market growth Current market trends Market structure Market projections for upcoming years This report is a complete study of current trends in the market, industry growth drivers, and restraints. It provides market projections for the coming years. It includes analysis of recent developments in technology, Porter’s five force model analysis and detailed profiles of top industry players. The report also includes a review of micro and macro factors essential for the existing market players and new entrants along with detailed value chain analysis. Reasons for Buying this Report This report provides pin-point analysis for changing competitive dynamics It provides a forward looking perspective on different factors driving or restraining market growth It provides a technological growth map over time to understand the industry growth rate It provides a seven-year forecast assessed on the basis of how the market is predicted to grow It helps in understanding the key product segments and their future It provides pin point analysis of changing competition dynamics and keeps you

¿Cómo utilizar la red para crear una relación de confianza con los ciudadanos y ampliar su público de simpatizantes? ¿Cómo transformar la participación en la red en participación activa fuera de la red?

La presente obra, que reúne por primera vez un enfoque científico con la experiencia en el campo de la gestión de una campaña electoral, responde a estas preguntas.

El texto es una herramienta útil para quienes trabajan en la comunicación, no solo en el ámbito político, sino también en el institucional, el social y el empresarial.

El libro ha sido publicado también en inglés, Online Political Communication (Springer) e italiano, La comunicazione politica online (Carocci Editore).

This research examines #DRESSFORYOURSELFIE contest as a case study that brand uses selfie-related activities responding to the post-postmodern branding paradigm. Three emerging themes: consumers as citizen-consumers, selfie as post self into being and Instagram as a play place, explain why the selfie culture can help Kenneth Cole respond to the post-postmodern branding paradigm.

Television’s perceived weakness at the turn of the century opened a rhetorical and economic space for entrepreneurs eager to curate and distribute web programs. These companies introduced various forms of experimentation they associated with the advantages of digital technologies, but they also maintained continuity with television’s business practices. This dialectic between old and new, continuity and change, insiders and outsiders, reflected the instability of television as a concept and the promise of the web as an alternative. Using articles in the trade press, this essay explores the history of episodic web programming—variously called web series, webisodes, bitcoms, web television and, in its earliest form, cybersoaps—as new media network executives hoped to replicate but also differentiate themselves from legacy media.

O trabalho objetiva o estudo de processos colaborativos online, especificamente a prática de
crowdfunding ou financiamento coletivo, entendida como um sistema cooperativocomunicativo
de produção-consumo capaz de propor uma experiência singular aos que dela
participam. A partir de uma topologia do ciberespaço o estudo aponta os lugares e territórios
pelos quais transitam os cibereseres, vivenciando experiências como multidão e como
públicos, cuja convocação à participação é fundamental ao sucesso desta prática permeada
pelos valores conferidos à cibercultura. O financiamento coletivo é marcado por uma forte
interação entre a tríade relacional, formada pelo proponente, o colaborador e a plataforma.
São nas formas de interação entre estes três vértices que se situa o estudo, calcado numa
perspectiva praxiológica, para entender como a prática obtém sucesso num contexto
cibercultural em que a disputa pela atenção da multidão e dos públicos é intensa. Dois estudos
de caso fazem parte do corpus da pesquisa, os projetos de quadrinhos Gnut e Shogum dos
Mortos, ambos locados na plataforma brasileira Catarse. Através de uma cibertopologia do
ciberespaço, a análise dos projetos revela que a prática busca estabelecer seu lugar a partir da
proposição de uma experiência singular de consumo na web passível de ser percebida também
em outros processos colaborativos online.

Whatsapp has taken digital world by storm. People are spending more time on Whatsapp than they actually do on social media. It is a viral medium of sending a message across. As it supports exchange of multi-media, it is a very interactive way of communication. More recently, some enterprising folks are poring over the possibility of using it as a marketing tool. After you overcome the initial shock of considering this possibility, you realize that Whatsapp can indeed make for an effective marketing tool. Digital marketing firms as well as individuals can immensely benefit from Whatsapp marketing.

This paper reviews the criticism on the 4Ps Marketing Mix framework, the most popular tool of traditional marketing management, and categorizes the main objections of using the model as the foundation of physical marketing. It argues that applying the traditional approach, based on the 4Ps paradigm, is also a poor choice in the case of virtual marketing and identifies two main limitations of the framework in online environments: the drastically diminished role of the Ps and the lack of any strategic elements in the model. Next to identifying the critical factors of the Web marketing, the paper argues that the basis for successful E-Commerce is the full integration of the virtual activities into the company’s physical strategy, marketing plan and organisational processes. The four S elements of the Web-Marketing Mix framework present a sound and functional conceptual basis for designing, developing and commercialising Business-to-Consumer online projects. The model was originally developed for educational purposes and has been tested and refined by means of field projects; two of them are presented as case studies in the paper.

Virtual communities have become increasingly popular for the general public, using electronic mailing lists, newsgroups, WWeb-based forums, chat rooms, etc. However, it appears that online forums are not well integrated into the sphere of museums. Curators have therefore not capitalized on widening their mandate and engaging visitors as well as museum professionals themselves in effective online interaction.

This paper presents a survey of existing museum-related forums available for discussion by museum professionals and the general public with an interest in museums. Some of the software and facilities available to museums for the establishment and maintenance of mailing lists, WWeb-based discussion forums and more innovative service like WWeb logs, often freely available, are also explored. A museum discussion forum facility has been implemented experimentally (see under https://forums.museophile.net) using open source software. As well as local forums, this integrates topical information of interest to museum personnel from a wide range of online sources. Finally, some thoughts for the future are discussed.

Keywords: discussion forums, mailing lists, museums, newsgroups, online communities, WWeb logs, World Wide Web

This paper defines current data-collection practices known as data mining, examining several positive and negative ramifications. A Rawlsian approach is used to analyze the ethical implications of data mining within three major codes of ethics used by American marketing firms (AMA, BMA, and DMA). From this theoretical standpoint, the author argues that marketers should re-conceptualize their business conduct, as defined in their individual codes of ethics, to incorporate a Rawlsian concern for society’s least advantaged members. Rawls’ concept of primary goods provides the framework for the author's argument that anonymity, a component of privacy, is vital for consumers whose autonomy is affected by data mining. To ensure both privacy and protection of consumer information, specifically for the least advantaged, a combination of practical measures, ethical guidelines, and legislative protections are recommended for minimizing concerns about data mining, while still allowing for commercial advantages provided by the practice. Finally, the paper outlines the implications of proposed changes for marketers and advertisers.

This chapter covers the steps you must consider when crafting a strategy for exposing corruption and
mismanagement through social media. Along with practical advice and thought-provoking questions, it
examines several case studies which throw light upon how social media has been and is being used to
expose corruption around the world.

Traditional marketing tactics are well-known by firms around the globe, although there are few innovative options for promoting competition. And then there's online marketing, which has almost infinite opportunities and choices. This research looked at the increasing significance of online marketing, as well as a number of online marketing schemes. It also includes a concise overview of online marketing, as well as simple internet schemes and the response to the problem. The findings of the analysis would aid web advertisers in developing better targeting strategies to af ect customers' buying intentions and purchasing behaviour. The data was obtained using the chosen structures borrowed from the literature. The PLS-SEM methodology was used to test the conceptual model using survey data from 392 Indian consumers. The study validates a conceptual model that creates a connection between numerous marketing schemes and purchase intention and consumer purchasing behaviour. Influencer marketing, social network marketing, eWOM, and viral marketing all have a huge impact on purchase intention, according to the study. Email marketing and content marketing, on the other side, have no effect on purchasing intention and purchase intention leads to consumer purchasing behaviour.

The Social Media have changed the power structures in the marketplace; evidence points to a major power migration taking
place and to emergence of a new breed of powerful and sophisticated customer, difficult to influence, persuade and retain.
The paper outlines the nature, effects and present status of the Social Media, underlying their role as customer empowerment
agents. It explains their aptitude and possible roles as part of the corporate Marketing strategy and identifies different ways of
engaging them as marketing tools. The paper proposes two possible Social Media marketing strategies: a. The passive
approach focusing on utilizing the Social Media domain as source of customer voice and market intelligence. b. The active
approach i.e. engaging the Social Media as direct marketing and PR channels, as channels of customer influence, as tools of
personalizing products and last but not least develop them as platforms of co-operation and customer-generated innovation.
Finally the paper identifies future research directions around this new element of the marketing landscape

Online reverse auctions are receiving attention as an effective strategy for reducing the price of purchased goods and services. The efforts to understand the G2B reverse auctions has been lacking despite the online auctions being an avenue to create an efficient and transparent public sector. As governments around the world are moving from paper-based to process-based information technology (IT) infrastructure, reverse auctions are beginning to replace traditional paper-based manual procurement transactions. Effectively, the importance of the reverse auctions to the public sector further is underscored by projections indicating that the economic potential benefits include significant deficit reduction as percentage to GDP of 16%, and potential cost savings of 7% to GDP for Malaysia (Settoon and Wyld, 2003). The aim of this study is then to fill this gap. In this paper, literature and published research stream on G2B reverse auctions is reviewed including the eBidding, the Malaysian G2B reverse auctions market. To date, explanations of why public sector procuring officials decide to adopt the reverse auctions strategy are incomplete, as such future research is needed to explore the antecedents of the G2B reverse auctions system.

Rapid scientific and technological developments affect and reshape many industries.The Internet leads these developments and marketing, therefore, changes dramatically. The Internet improves consumer relations practises by changing companies' relations with their consumers, also creates new markets. Moreover, companies are able to implement personalized marketing practises thanks to the Internet. With remarketing applications, companies can serve their target customers in a personalized way on their website by scanning the customers' past preferences. On the Internet, many companies use remarketing ads and consumers face these ads very often. This paper, aiming to reveal thou ghts and expectations of consumers' on these practises, use 5 point Likert Scale and this scale is applied in Karabük/Turkey to 400 people, doing shopping on the Internet. The results show that there are some negative effects like excessively repeating ads in addition to some positive effects on customers' shopping process. Besides, effects of information like visual quality, price and discount are revealed and some suggestions are made according to the results.

The digital landscape is moving at a lightning fast pace. And every industry; from retail to brands and agencies, has been affected by the advances in digital. The key objective is to promote brands through various forms of digital media.

Social media marketing is one of the most effective of the marketing strategies for most companies in the 21st century. The effects of social media marketing in Ireland have been colossal and now every marketing company is resorting to it. Survey shows that 8 out of 10 online Irish adults use social networks. And with the significant rise in the number of Irish businesses using social media channels, it will be comfortable to say that Social Media Marketing has come to be a more popular choice for Irish Marketers.

2nd largest social media platform and identity service [80], owned by Google. Used nowadays for:  Search engine optimization  Sharing content  Hangouts -video conference chat often used for webinars  Event promotion Key metrics: Circle members/followers, mentions, +1 [80] 3.3.1.4 Twitter Microblogging social media platform, globally 3rd in percentage of internets users. [81] It is used by companies to:  share information about the services  gather real-time market intelligence  build relationships with customer partners and influencers On Wikipedia there is a list of more than 200 social networking websites. Here are other recently popular:  Pinterest -Online pinboard for organizing and sharing pictures  Reddit, Digg, StumbleUpon -Bookmarking and Tagging

The COVID-19 pandemic has impacted business to a large extent. The lockdowns affected the daily business processes. Manufacturing units were shut down. Baring essentials and medical products all other supplies were shut down. Movement were restricted. This had a huge impact in the economy. The unlocking started with the business houses slowly coming back to regular operations. The pandemic brought in several changes in business operations. The digital mode gained prominence during the pandemic and is growing at a fast rate. Brands underwent transformations in mode of operation and strategy changes to meet the requirements of customers in the changing environment.

This study provides insight into how social relationships perspective influence on online Word-of- Mouth and knowledge sharing on social networking sites (SNSs). By using the sample from 385 Egyptian college students - who spend more time on SNSs, this study investigates the relationship among the use of SNSs, users’ social Relationships, online Word-of-Mouth, and knowledge sharing.

Partial Least Square (PLS) was utilized to examine the hypotheses through a questionnaire designed on the Likert seven-point scale. The results indicated that the intensity of usage of SNSs is a positively related with social relationship factors which has a positive effect on online WOM; in addition, online WOM has positively significant influence on knowledge sharing. The results also indicated that male students are found to have more social relationship than female counterparts do. Male students feel more strongly about knowledge sharing when they perceive that online WOM communication is good.

This paper develops and empirically validates customer shopping motives taking account of customer channel selection in multichannel systems. As each channel is associated with certain advantages and disadvantages from a customer's perspective, we develop – based on behavioral considerations – a customer typology to classify different segments of customers. This enables us to empirically analyze the interrelationship between distinct shopping motives prior marketing research has suggested and cannibalization and synergetic effects in online–offline multichannel systems. Our results show that a higher degree of customers' convenience orientation in contrast to the degree of risk aversion and service orientation encourages the selection of the online channel over the offline channel. In addition, we develop and empirically analyze a typology of customers to classify distinct segments of consumers, highlighting the associated interrelationship of individual shopping motives and cannibalization and synergetic effects. Our results indicate that the desire for service, rather than risk aversion, could potentially cannibalize customers away from the online channel.

In the era of globalization and the fact that the societies and cultures we live in move together in a rapid speed, marketing is changing in a continuous process. Many new ways of communication established in different markets and regions in the last years. The WEB 2.0 has become an essential tool for marketers all over the world and online marketing, especially social media marketing, becomes more attractive and is in a rising trend. Through the changes mentioned above, it gets more important for marketers to realize that the vision of Marshall McLuhan´s global village is becoming true. Humans are able to exchange content within milliseconds from one place to another no matter how far the distance is. Therefore from a marketer’s point of view social media has a high potential and should not be ignored nowadays

Carte de Marketing Online.

Book about Marketing Online in Romanian language.

Marketing. O noţiune devenită populară în rândul maselor de oameni în ultimul veac. Probabil aţi auzit de importanţa unui marketing direct eficient, despre cum aplicarea unor tehnici vă poate spori semnificativ vânzările sau, din contră, vă poate aduce în pragul falimentului. Cu o campanie bună de marketing puteţi câştiga alegerile electorale, convingând populaţia că sunteţi omul potrivit pentru a îi reprezenta, în timp ce discreditaţi concurenţa. O publicitate bună poate aduce chiar şi un afon pe primul loc în topurile muzicale, în timp ce lipsa acesteia lasă în anonimat o mulţime de muzicieni cu adevărat talentaţi.

Un specialist în sfera marketingului online știe cum să formuleze o reclamă, atât ca impact emoțional, cât și vizual, și mai ales, ce tehnici și ce unelte să folosească pentru a maximiza rezultatul unei campanii de promovare. El va face tot posibilul să mențină o prezență cât mai activă pe cât mai multe rețele sociale, va construi treptat o bază solidă de persoane, a căror interacțiune o va stârni, va lansa mai multe modele de reclame sau de pagini web și va analiza care performează cel mai bine, se va folosi de fiecare statistică disponibilă pentru a înțelege rezultatele obținute, pentru a vedea ce trebuie să îmbunătățească. Va petrece ore întregi pentru a vă crește afacerea, va face foarte multe lucruri, care privite din exterior par puține, însă cel mai greu lucru va fi să vă convingă de ce roata este rotundă și nu pătrată, de ce trebuie folosite anumite metode, anumite bugete și de ce marketingul online poate face diferența între a avea o afacere de succes, sau a intra în faliment în anonimat.

The present stage in the evolution of the Internet, commonly called Web 2.0, has revolutionized the way people communicate, interact, and share information and has radically changed the way customers search for and buy products. The increasing adoption of Web 2.0 applications and technologies has led to an explosion of customer-generated content and has opened new opportunities for networking and collaboration among customers. Web 2.0 applications have brought about a new media category, the Social Media, increasingly growing in importance at the cost of traditional media. The Social Media have changed the power structures in the marketplace; evidence points to a major power-migration that is taking place and to the emergence of a new breed of powerful and sophisticated customers, difficult to influence, persuade, and retain. The chapter outlines the nature, effects, and present status of the Social Media, underscoring their role as agents of customer-empowerment. It explains their aptitude and possible roles as part of the corporate marketing strategy and identifies different ways of engaging them as marketing tools. The chapter proposes two possible Social Media marketing strategies. One is a passive approach focusing on utilizing the Social Media domain as source of customer voice and market intelligence. The second is an active approach, engaging the Social Media as direct marketing and PR channels, as channels of customer influence, as tools of personalizing products, and last, but not least, developing them as platforms of co-operation and customer-generated innovation. Finally, the chapter identifies future research directions for this new element of the marketing landscape.

Online marketing, which is also called internet marketing, involves use of interactive, virtual spaces for the sake of promoting and selling goods and services. In fact, new synchronous, internet-based communication technologies had contributed to the restructuration of major economic sectors including marketing. Being cost-effective, flexible, and fast and enjoying an on unprecedented global reach, internet marketing has brought about different businesses incredible gains. However, this effective, new method also involves its special disadvantages, e.g. lack of personal contact, security and privacy, etc which should be taken account for. The present study, then, concentrates upon the impacts of internet-fostered interactive spaces on marketing practice. The paper starts with defining online marketing and reviewing historical background to utilization of online marketing; different kinds of internet marketing, then, will be shed light upon. The marketing opportunities stem from introduction of this new, virtual space is the next focal point of concentration. The study continues with challenges, such as problems of security, privacy, etc, emerged in the field of marketing from implementation of virtual space produces. Contemplating the solutions to tackle the challenges ahead, we provide the conclusions.