Relevant bibliographies by topics / Online marketing communications

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Online marketing communications'

Author: Grafiati
Published: 4 June 2021
Last updated: 3 February 2022

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Journal articles on the topic "Online marketing communications"

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McMahan, Carolynn, Roxanne Hovland, and Sally McMillan. "Online Marketing Communications." Journal of Interactive Advertising 10, no. 1 (2009): 61–76. http://dx.doi.org/10.1080/15252019.2009.10722163.

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S. Sipho, Makgopa. "Online social media usage of car dealerships in Gauteng Province, South Africa." Problems and Perspectives in Management 14, no. 3 (2016): 601–7. http://dx.doi.org/10.21511/ppm.14(3-3).2016.02.

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The concept of social media is top of the agenda for many organizations today. Decision makers, as well as marketers, try to identify ways in which organizations can make profitable use of social media platforms. The adoption of social media in marketing communication campaigns to carry the marketing communication message to the target audiences remains a challenge to organizations in the motor industry. The purpose of this paper was to establish an understanding of the online social media tools used by car dealerships in their marketing communication strategies and campaigns. In achieving the
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Ozuem, Wilson, Jason Prasad, and Geoff Lancaster. "Exploiting online social gambling for marketing communications." Journal of Strategic Marketing 26, no. 3 (2016): 258–82. http://dx.doi.org/10.1080/0965254x.2016.1211728.

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Shankar, Venkatesh, and Rajeev Batra. "The Growing Influence of Online Marketing Communications." Journal of Interactive Marketing 23, no. 4 (2009): 285–87. http://dx.doi.org/10.1016/j.intmar.2009.07.006.

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Siswanto, Tito. "Optimalisasi Sosial Media Sebagai Media Pemasaran Usaha Kecil Menengah." Liquidity 2, no. 1 (2018): 80–86. http://dx.doi.org/10.32546/lq.v2i1.134.

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Communication is a very important element in marketing, because marketing is essentially the communication between producers and consumers. The more advanced development of technology and information, it encourages the changes of conventional communications to modern communication which is digital life style. To support the realization of such communication, the internet became an important element in the creation of modern marketing communications. Until finally, comes the online social media that offers ease of marketing communications with the online system. Because of their low cost and ea
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Zimand Sheiner, Dorit, and Tamar Lahav. "Managing marketing communications." Qualitative Market Research: An International Journal 23, no. 3 (2020): 363–79. http://dx.doi.org/10.1108/qmr-12-2017-0177.

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Purpose This study aims to focus on customer-initiated contact (CIC) discourse on Facebook brand pages. It concentrates on how brands manage CIC on Facebook when customers are more concerned with brand communications than product-related issues, price or distribution. A research framework from the perspective of consumer-initiated touch-point communication model is proposed. Design/methodology/approach Two case studies of Israeli TV ads are examined. Discourse between customers and brands on the Facebook pages of the latter are analyzed. Research was conducted in three phases: data collection,
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Prasetyo, Agung Slamet. "Strategi Komunikasi Pemasaran Bisnis Tiket Online Studi Kasus Tiket2.Com." Kajian Bisnis STIE Widya Wiwaha 25, no. 1 (2017): 74–87. http://dx.doi.org/10.32477/jkb.v25i1.231.

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Study was conducted to determine the marketing communications strategy used an online business. With the case of the online ticket business Tiket2.com. The purpose of this study was to determine the marketing communications strategies used Tiket2.com in his business, and the reasons for those strategies. In this online ticket business, before knowing what strategy to use, should be set in advance the objectives to be achieved in implementing this strategy. And objectives are set forth in segmenting, targeting and positioning. Then to achieve these objectives the strategy drafted in the Product
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Acar, Adam S., and Maxim Polonsky. "Online Social Networks and Insights into Marketing Communications." Journal of Internet Commerce 6, no. 4 (2007): 55–72. http://dx.doi.org/10.1080/15332860802086227.

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Zhu, Jianjun, David K. C. Tse, and Qiang Fei. "Effects of online consumer reviews on firm-based and expert-based communications." Journal of Research in Interactive Marketing 12, no. 1 (2018): 45–78. http://dx.doi.org/10.1108/jrim-02-2017-0007.

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PurposeTo explain and empirically test how different marketing communication channels interact with each other and contribute to brands’ diverging marketplace performance.Design/methodology/approachWith a unique data set combining key variables of major passenger car brands, the paper takes a source-based perspective to investigate how firm-based communications, expert opinions and online consumer reviews interact and affect brands’ marketplace performance. Then the paper studies the three special boundary conditions under which online consumer reviews’ influence varies in competition with the
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Thaichon, Park, Gajendra Liyanaarachchi, Sara Quach, Scott Weaven, and Yi Bu. "Online relationship marketing: evolution and theoretical insights into online relationship marketing." Marketing Intelligence & Planning 38, no. 6 (2019): 676–98. http://dx.doi.org/10.1108/mip-04-2019-0232.

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Purpose The purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing. Design/methodology/approach Review over 100 empirical and theoretical studies in the online relationship marketing from top marketing and management journals. Findings This paper examined three areas pertinent to online relationship marketing: first, the evolution of online relationship marketing from pre-1990s to the present, which offers a temporal snapshot of changes in and an overview of the critical components that make up th
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Dissertations / Theses on the topic "Online marketing communications"

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Ayerra, Raquel, Manuel Jimenez, and Asier Vega. "Integrated Marketing Communications in Advertising." Thesis, Halmstad University, School of Business and Engineering (SET), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-852.

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<p>This research is made with the aim of find out how Iberostar communicates its values through Offline and Online advertising campaigns and if those campaigns send the same message to the target audience</p>
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Thorbecke, Lysa, and thomas Britos. "Online communications in tour operators marketing strategies : A case study on how and why do tour operators integrate online communication in their marketing strategies." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29412.

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The purpose of this thesis is to explore the different Internet tools in a marketing strategy, which can be used within a tour operator in Sweden. The question is why did they choose these specifics Internet tools and how do they use it. Further, this project aims to contribute to the development of new knowledge regarding the online marketing strategies in the outbound tourism market.
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Shamina, Yana. "Marketing of luxury products." Doctoral thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-114052.

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The world of luxury products for many years was reserved only for the selective and exclusive audience. It looked like it was impossible to experience it or to get in for someone from outside. Marketers of luxury brands have created such an environment where clients could feel exclusivity and enjoy timeless quality, values, history and heritage of the brand. It is very important to maintain the traditional values for luxury brands but in order to stay in touch with the target audience, luxury producers have to face and adapt to rapidly changing environment. There are a lot of debates about com
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Mehra, Vikram. "Online Marketing in Small and Medium sized companies." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76923.

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Online marketing plays a significant role in business and the World Wide Web has proven to become a platform for success for many enterprises and industries. The advantages that comes with the use of the internet platform for the marketing goods and services makes it imperative for Small and Medium Enterprises (SMEs) to adopt, in order to stay competitive in the fast changing global market. The main objective of this study is to explore the dynamics of the Internet in connection with (SMEs). The case study approach is used in this study. Hence, this thesis provides an analysis of the internet
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Simion, Alina. "The effectiveness of online sponsorship." Thesis, Université de Lorraine, 2018. http://www.theses.fr/2018LORR0315.

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Cette thèse a comme objectif d’analyser l’efficacité du parrainage en ligne, dans le cadre de la communication de l’entreprise. La revue de la littérature comprend deux parties : les caractéristiques de base du parrainage en ligne (chapitre I) et le traitement du parrainage en ligne et ses effets (chapitre II). Le chapitre I présente une analyse des principes de base du concept de parrainage et des communautés en ligne, ainsi que leur impact sur les consommateurs. La section I.2 est consacrée à notre sujet de recherche, le parrainage en ligne. Nous présentons l'état de l'art, définissons et cl
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Williams, Sean David. "Beyond Klout: A Qualitative Exploration of Influence, Online or Offline." Kent State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=kent1428922753.

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Stevens, Arlonda M. "ANTECEDENTS AND OUTCOMES OF PERCEIVED CREEPINESS IN ONLINE PERSONALIZED COMMUNICATIONS." Case Western Reserve University School of Graduate Studies / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=case1459413626.

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Shubik, Elena. "Marketing strategy for start-up company Didogo group in CEE region with focus on new media and communications." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71769.

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This master thesis focuses on e-commerce, online marketing and Social Media marketing potential from theoretical factual and practical perspective. On the example of real start-up e-shop Didogo Group Ltd. it aims to show various possibilities how to enhance the company's and brands' recognition while implementing various online marketing and advertising tools. Particular focus is put on Social Media as up to date platforms suitable for marketing and advertising usage. After providing general theoretical and factual overview of e-commerce in the world as well as in Czech Republic, detailed desc
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Micu, Anca Cristina. "Testing for a synergistic effect between online publicity and advertising in an integrated marketing communications context." Diss., Columbia, Mo. : University of Missouri-Columbia, 2005. http://hdl.handle.net/10355/4168.

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Thesis (Ph.D.)--University of Missouri-Columbia, 2005.<br>The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file viewed on (January 25, 2007) Vita. Includes bibliographical references.
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Bendzovska, Daniela, Michelle Blomqvist, and Sara Rubenstein. "Assessment of online marketing communications of an automotive company - A case study of Jaguar Cars, Sweden." Thesis, Kristianstad University College, School of Health and Society, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-4701.

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<p> 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.</p><p> 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. </p><p>The case study indicated that Jaguar Cars in Sweden only invest moderately in Online Marketing Communication
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Books on the topic "Online marketing communications"

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Ze, Zook, ed. Marketing communications: Integrating offline and online with social media. 5th ed. Kogan Page, 2011.

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Mel, Carson, ed. Pioneers of digital: Success stories from leaders in advertising, marketing, search, and social media. Kogan Page, 2012.

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Thomases, Hollis. Twitter marketing: An hour a day. Wiley, 2010.

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Thomases, Hollis. Twitter marketing: An hour a day. Wiley, 2010.

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Twitter marketing: An hour a day. Wiley Pub., 2010.

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Auteur, Lendrevie Jacques, and Emprin Catherine Collaborateur, eds. Publicitor: Publicité offline & online : TV, presse, Internet, mobiles, tablettes ... 8th ed. Dunod, 2014.

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Comm, Joel. Twitter power 2.0: How to dominate your market one tweet at a time. Wiley, 2010.

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Prince, Dennis L. Get rich with Twitter: Harness the power of the Twitterverse and reach more customers than ever before. McGraw-Hill, 2010.

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Prince, Dennis L. Get rich with Twitter: Harness the power of the Twitterverse and reach more customers than ever before. McGraw-Hill, 2010.

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Prince, Dennis L. Get rich with Twitter. McGraw-Hill, 2010.

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Book chapters on the topic "Online marketing communications"

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Sierra, José M., Julio C. Hernández, Eva Ponce, and Jaime Manera. "Marketing on Internet Communications Security for Online Bank Transactions." In Computational Science and Its Applications – ICCSA 2005. Springer Berlin Heidelberg, 2005. http://dx.doi.org/10.1007/11424925_135.

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van Noort, Guda, Lotte M. Willemsen, Peter Kerkhof, and Joost W. M. Verhoeven. "Webcare as an Integrative Tool for Customer Care, Reputation Management, and Online Marketing: A Literature Review." In Integrated Communications in the Postmodern Era. Palgrave Macmillan UK, 2015. http://dx.doi.org/10.1057/9781137388551_4.

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Viglia, Giampaolo. "Online Marketing Communication Channels." In Pricing, Online Marketing Behavior, and Analytics. Palgrave Macmillan US, 2014. http://dx.doi.org/10.1057/9781137413260_3.

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Steffen, Celina, Hanna Schramm-Klein, Sascha Steinmann, and Gunnar Mau. "Online Adgames: A New Tool for Marketing Communication." In The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-50008-9_33.

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Badrinarayanan, Vishag, and Enrique Becerra. "Online Brand Derision: When Brand Animosity Drives Avoidance and Negative Communication (An Abstract)." In Creating Marketing Magic and Innovative Future Marketing Trends. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-45596-9_90.

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Bačík, Radovan, Richard Fedorko, Jakub Horváth, and Ján Mihál. "The Analysis of the Perceived Usefulness of Online Communication Tools When Searching for SMEs." In Strategic Innovative Marketing. Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-16099-9_17.

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Fransen, Marieke L., and Thomas J. L. Van Rompay. "Living Brands: Consumer Reactions toward Online Experienced-based Marketing Communication." In Advances in Advertising Research (Vol. 2). Gabler, 2011. http://dx.doi.org/10.1007/978-3-8349-6854-8_20.

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Barcelos, Renato Hübner, Danilo Correa Dantas, and Sylvain Senecal. "Does Social Media Communication Style Influence Online Consumer Experience and Behavior?: An Abstract." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-02568-7_115.

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Chung, Christina. "Online Communication Trust and Cultural Variables: The Comparison of American and Japanese Online Consumer Trust in Dynamic Pricing." In Revolution in Marketing: Market Driving Changes. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11761-4_110.

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Wu, Edmond H. C., Rob Law, and Chaozhi Zhang. "Electronic Marketing for China Outbound Tourism: Implications from Chinese Online Travellers." In Information and Communication Technologies in Tourism 2012. Springer Vienna, 2012. http://dx.doi.org/10.1007/978-3-7091-1142-0_32.

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Conference papers on the topic "Online marketing communications"

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Liu, Dawei, and Qian Li. "Marketing for SME in Online Auctions Platforms." In 2008 4th International Conference on Wireless Communications, Networking and Mobile Computing (WiCOM). IEEE, 2008. http://dx.doi.org/10.1109/wicom.2008.2223.

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da Silva Oliveira, Maria das Gracas, and Ruy J. G. B. de Queiroz. "Scheme of User Privacy Protection Applied to Online Marketing." In 2013 12th IEEE International Conference on Trust, Security and Privacy in Computing and Communications (TrustCom). IEEE, 2013. http://dx.doi.org/10.1109/trustcom.2013.48.

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Lu, Zhiyi, Victor O. K. Li, and Qiqi Shuai. "Online Welfare Maximization of Sponsored Viral Marketing with Stochastically Arriving Spreaders." In 2017 IEEE Global Communications Conference (GLOBECOM 2017). IEEE, 2017. http://dx.doi.org/10.1109/glocom.2017.8255075.

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Harris, Abdul, Syukur Kholil, and Iskandar Zulkarnain. "Marketing Communication in Business Advertising Online in the Perspective of Islamic Communications: Case Study on Go-Jek Online Transport Sales Service." In 3rd International Conference of Computer, Environment, Agriculture, Social Science, Health Science, Engineering and Technology. SCITEPRESS - Science and Technology Publications, 2018. http://dx.doi.org/10.5220/0010361105760583.

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Li, Yan, and O. K. Victor Li. "Incentive Marketing Strategy under Multi-state Diffusion Model in Online Social Networks." In 2019 International Conference on Computing, Networking and Communications (ICNC). IEEE, 2019. http://dx.doi.org/10.1109/iccnc.2019.8685629.

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Jiang, Kan, and Zi-Gang Zhang. "The Influence of Online Store Perception on Customer Behavior in the Experiential Marketing Context." In 2008 4th International Conference on Wireless Communications, Networking and Mobile Computing (WiCOM). IEEE, 2008. http://dx.doi.org/10.1109/wicom.2008.2168.

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Lu, Zhiyi, Haojie Zhou, Victor O. K. Li, and Yi Long. "Pricing game of celebrities in sponsored viral marketing in online social networks with a greedy advertising platform." In ICC 2016 - 2016 IEEE International Conference on Communications. IEEE, 2016. http://dx.doi.org/10.1109/icc.2016.7511396.

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Mitrović, Ksenija, Anja Jakšić, and Jelena Spajić. "The analysis of graphic design platforms used in social media marketing." In 10th International Symposium on Graphic Engineering and Design. University of Novi Sad, Faculty of technical sciences, Department of graphic engineering and design,, 2020. http://dx.doi.org/10.24867/grid-2020-p74.

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Development of the internet conditioned the evolution of marketing. Nowadays, organizations have relocated their marketing activities on the internet, so digital marketing comes into focus, as the most influential branch of marketing. A progress of digital marketing activities established the appearance of different digital marketing elements, among which social media marketing becomes more prevalent. Social media marketing is an inevitable element of digital marketing strategy and nowadays business. In order to complement social media marketing activities, graphic design is used as a crucial
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Fritz, Wolfgang, and Benjamin Wille-Baumkauff. "B2B ONLINE BRAND COMMUNICATION AND BRAND LOYALTY." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.10.03.01.

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Khimich, Elena V. "Key Metrics For Assessing Efficiency Of Online Marketing Communication." In Conference on Land Economy and Rural Studies Essentials. European Publisher, 2021. http://dx.doi.org/10.15405/epsbs.2021.07.74.

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Reports on the topic "Online marketing communications"

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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool o
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