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Dissertations / Theses on the topic 'Online marketing tool'
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Öberg, Theodor, and Marcus Oldby. "Interactive Marketing: E-mail - Tomorrow´s Tool for Online Purchases." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-34998.
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This thesis aims to gain a better understanding of how customers behave with email and spontaneous online shopping and in which degree prospects or customer would be affected by functions in interactive e-mails.
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Puffett, Lauren. "Facebook as a tool for social customer relationship marketing." Thesis, Nelson Mandela Metropolitan University, 2012. http://hdl.handle.net/10948/d1012083.
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This study aimed to provide public relations professions with insight into the use of Social Customer Relationship Marketing as a marketing 2.0 tool which delivers the potential to elicit the opportunity for organisations to monitor, engage and manage conversations and relationships through Facebook. Drawing on literature from the fields such as new media, public relations, social customer relationship marketing, and public relations, a qualitative content analysis of case studies of selected organisations was conducted including 10 South African organisations that have incorporated Facebook into their Social Customer Relationship Marketing strategies. The content analysis was conducted to determine the amount of communications taking place on each fan page in order to support the data and provide additional insight into the research question, primary data was collected through two survey questionnaires of, firstly, social media users who subscribe to an organisation‘s Facebook page and, secondly, a survey conducted among the social organisations. Surveys were conducted to firstly determine the social organisations interactions with Facebook as secondly, to determine the social media users‘ interactions with the Facebook. The study found that the majority of the organisations under study in the content analysis successfully elicited user generated conversations about the brand, through content that was advocated by the organisations Facebook administrator. It is also evident as seen in the minority of organisations that these platforms are only likely to elicit consumer- driven dialogue on Facebook if the platform is managed effectively through initiated daily conversations about the brand. The continuous involvement by the administrator in encouraging conversations was necessary, as well as response to all wall posts by the social customer, participation in all conversations by providing accurate information to customers and potential customers about the brand. Conclusions from the survey questionnaires among the social identified the social customers need to be communicated with pro-actively by an organisations who can provide, through collaborative conversations, information pertaining to the brand in real time conversation, while the survey among the social organisation concluded the need for an organisation to not only create a social media footprint, but to allow for a space in which through conversation with the social customer, conversations can turn into relationships.
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Palurovic, Sarah. "Trust Builder Bitcoin : Cryptocurrencies as Marketing Tools beyond Functionality in the Exemplary Application Sector Online Sex Shops." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik, konst och samhälle, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-86229.
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Up until now, Bitcoin as a marketing tool to leverage the brand image of an e-retailer has only been researched scarcely. This paper contributes to filling this gap by looking at Bitcoin’s suitability as primarily a cognition-based trust-building tool in the context of online sex shops. Online sex shops in which affective-based trust is taken as a use-case to exemplarily assess whether far associations customers have with Bitcoin can be transferred unto their brand image, assessing its effectiveness. Moreover, as Bitcoin is a payment method, this study feels the pulse in how far trust is established with the general public to assess chances of success when introducing it as an option to existing alternatives. Trust is considered important in the transaction and decision-making processes of a customer as much as it is in building and fostering brand image. Two expert interviews and one survey make up the data source for this research to gain a holistic view from the customer’s, the retailer’s and the industry expert’s perspective. Findings from the different sources were first in-case analyzed before cross-comparing them. The study highlighted the fact that Bitcoin as a marketing tool is highly case-sensitive, cognition-based, and risky in both - financial and marketing terms. It is best used as part of a long-term strategy and in cases in which the brand image of a brand is as similar to that of Bitcoin as possible. Additionally, Bitcoin disposes of many of the same qualities as other payment methods do and although trust in it is still limited, it is competitive in terms of factors like transaction speed and cost. There is no uniform bundle of associations and a positive or negative evaluation thereof to be connected to it, however, factors like gender, financial education, and trust in one’s own abilities are all found to influence trust and usage intention. The study finds potential for both – Bitcoin as a marketing tool and payment method.
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Prodi, Virginia <1993>. "INSIDE THE REVIEWERS’ MIND. MOTIVES OF ENGAGEMENT IN ELECTRONIC WORD OF MOUTH AND HOW TO TURN ONLINE REVIEWS INTO A MARKETING TOOL." Master's Degree Thesis, Università Ca' Foscari Venezia, 2019. http://hdl.handle.net/10579/14285.
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Helping people to connect with each other where they buy, and buy where they connect, provides a strategic advantage to businesses. Such connection has been offline for centuries, leading to the development and spread of word-of-mouth (WOM), one of the most influential form of communication in regard to consumer behaviour and attitude persuasion.
The advent of the Internet has dictated a significant milestone between the past and the present days in terms of communication, changing the landscape of WOM by increasing it in depth, distribution and time. This electronic-WOM (eWOM) is characterized by a variety of social tools – comments, rates, liking buttons – and sites – social networks, review and e-commerce sites. Consumers are then able to make informative decisions and, at the same time, to share their positive/negative experiences and thoughts after purchase, becoming reviewers.
Understanding and knowing what drives consumers to contribute eWOM can help businesses with their intentions of increasing awareness and sales, as user generated contents are considered more influential than messages coming from the company and are becoming a form of earned media, a valid alternative to advertising.
This topic has not been much covered by past literature, mostly concentrated on why consumers are influenced by other individuals, both in the offline and online world. The focus of this research is to provide a different point of view in the literature of user generated content, this time on the active side. We found out that reviewers can be moved by various positive or negative feelings – such as gratitude, advice seeking, product experience or even revenge – helping establish eWOM valence, crucial on influencing the behaviour of future consumers. We then investigated on each one of them, with the use of secondary data and surveys to an Italian and American public.
This research will help understand how to exploit online reviews and consumers’ behaviour related to the purchase experience, clarifying which marketing strategies are worth pursuing nowadays on the digital media in the area of user-generated contents.
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af, Ekenstam Anna. "Cereal Couture Meets Social Networks : A case study on me&goji using Social Networks as a marketing tool to communicate their Value Proposition." Thesis, Uppsala University, Department of Business Studies, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-106337.
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<p>The cereal couture company, <em>[me] & goji, </em>is the dream of three young entrepreneurs. They were the first online company ever to provide the U.S market with customized cereal mix. This case study finds that online companies with an innovative product such as <em>[me] & goji</em> may benefit from using Social Networks as a marketing channel to communicate their Value Proposition. Supported by Roger's Adoption theory, selected theories on, Value Proposition, Social Networks, and qualitative data gathered from, interviews and surveys several findings were made. The conclusion is that despite offering a relatively non complex product, with a high relative advantage the market may have difficulties with recognizing the value of the product. This is mainly due to the fact that products sold online cannot be tried by the customer until after purchase. This may be perceived as an uncertainty factor for some customers. The main benefit with viral marketing tools such as Social Networks is that they may increase the rate of the market adopting new products.</p>
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Ilicheva, Elena. "Discounts as a marketing tool for attraction and retention of customers in e-commerce through the example of a comparative analysis of the specificity of fashion e-shops in Russia and Sweden." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-838.
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This study provides a comparative analysis of pricing promotions, which create an incentive to buy in Russian and Swedish fashion e-shops. The aim of this work is to determine the national differences in sales promotions used in e-commerce in these countries. This work confirms the existence of modern marketing trend in the e-commerce, which uses discounts as a tool for communication with consumers and for retaining them in the shop as a regular customer, and not just for traditional use of discounts as a way to sell remaining goods. To conduct the study the collected data obtained through systematic observation of application of discounts and promotions as marketing tools in the e-shops in these countries. Following the comparative analysis of statistical data we were able to determine the difference in the periods of sales, the maximum and minimum level of price falls, to create a typology of discounts, typical for both countries and for each of them separately. The recommendations for online retailers who develop the markets of these countries with regard to national specifics in communication with the consumer and based on the most popular types of discounts and promotions are also the important part of this work. The results of this study refute the words of the expert Simonetta Carbonaro that the modern approach to pricing policy in the e-commerce is a "suicide of fashion retail."
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Pura, Karolina. "Effectiveness of online marketing tools." Master's thesis, NSBE - UNL, 2013. http://hdl.handle.net/10362/9813.
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Silva, Sara Alexandra Ribeiro Martins e. "Impulsive behavior in online groceries retail." Master's thesis, Instituto Superior de Economia e Gestão, 2010. http://hdl.handle.net/10400.5/2415.
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Mestrado em Marketing<br>The impulsive behavior phenomenon has been extensively studied during the last decades. However, the online version of this behavior is a relatively new concept and there are few studies that try to explain and redefine this concept for the World Wide Web (Madhavaram and Laverie 2003, Zhang, Prybutok and Strut 2007). The contribution of this study is to create a conceptual model for online impulse behavior and then to test it in the context of online grocery retail. The study identifies some marketing communication tools that can enhance impulsive behavior on the internet, and an experimental study with a major groceries retail company in Portugal was conducted over the course of 5 weeks. We manipulated the placement of banners on the website for 10 different product categories - 5 hedonic and 5 utilitarian. This impact among different types of products led us to identify impulsive behavior in an online store. This study provides a first step to understanding impulsive behavior online.
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Lesný, Tomáš. "Online marketingové nástroje a jejich efektivita." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-264040.
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The diploma thesis deals with internet marketing tools, the tools of own web pages and the tools of internet advertising. In connection with growing importance of internet marketing arises question how effective are internet marketing tools and what are their benefits. This thesis compares benefits and effectiveness to a sample of internet marketing tools based on the branch metrics and based on a Return On Investment. The research includes 10 apllied tools of internet marketing from 12 described in a theoretical part. The thesis showes different effectivity and benefits for a different internet marketing tools while the method of the research could be also different according to the specific internet marketing tool.
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Duffková, Pavlína. "Comparative effectiveness analysis of social media monitoring tools." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-149911.
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The main objective of this master thesis is a comparative effectiveness analysis of selected social media monitoring tools. The theoretical part of the thesis first familiarizes the reader with the core terms, which will be used throughout the thesis. The next chapter focuses on the detailed specification of classic online marketing. It describes the growing trend of social media marketing and charts out its current status on the Czech online market. In addition, the vital SEO and SEM techniques are also described. The subsequent chapter is devoted to social network marketing, where the increasing power of "word of mouth" in purchase behavior, is explained. Last but not least, illustrative examples of the most successful social media marketing campaigns are listed. The next part deals with the issues of monitoring social media. The reasons for monitoring social media, its principles and features are stated in this chapter. The practical part of this thesis has a described methodology for testing selected tools, acceptance criteria and metrics of measurement. The selected tools are compared in terms of qualitative properties and the relevance of results, both from a global perspective with English phrases, as well as from the perspective of local phrases suitable for the Czech environment. In the second test a set of free monitoring tools is determined and compared with the tools from the first test. In the conclusion is the last measurement, which is proposes the most appropriate monitoring tool for small sized Czech company.
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Božejovská, Martina. "Analýza vybraných online marketingových nástrojů v konkrétní společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359311.
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Aim of the thesis is an analysis of marketing tools, their efficiency and benefits in the particular choosen company environment. Subject of exploration is a part of website tools and online direct marketing tools. In the theoretical part of the thesis are presented tools from a general perspective, which are extended by several expert opinions. Practical part is based on the theoretical knowledge and tools are analyzed in a particular company environment. Thesis conclusion contains efficiency and benefits evaluation of the using tools in a particular company.
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Gaškaitė, Giedrė. "Įmonės „Stoke Travel” internetinio marketingo priemonės." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130620_113443-95197.
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Bakalauro baigiamajame darbe nagrinėjamos įmonės „Stoke Travel” interentinio marketingo priemonės. Pagrindinis tyrimo tikslas, aptarus internetinio marketingo priemones teoriniu požiūriu ir atlikus anketinę apklausą, bei interviu, ištirti kaip respondentai vertina įmones naudojamas internetinio marketingo priemones, bei pasiūlyti įmonei tinkamiausias interentinio marketingo priemones.<br>In this Bachelor’s Degree Work companies “Stoke Travel” Internet marketing tools are analyzing. The main objective is after researching theoretical background of the subject to conduct a survey and interview to find out companies internet marketing tools dimension, their clients internet use peculiarity and clients evaluation to the companies used internet marketing tools.
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Bielko, Juneta. "Internetinės rinkodaros įtaka viešbučių verslui Lietuvoje." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2012. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2012~D_20120703_132256-39354.
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Magistro baigiamajame darbe išanalizuota ir įvertinta Lietuvos viešbučiuose taikomų internetinės rinkodaros priemonių efektyvumas, iškeltos pagrindinės internetinės rinkodaros naudojimo problemos bei pateikti siūlymai, kaip šias problemas spręsti. Pirmoje darbo dalyje, remiantis įvairiais Lietuvos ir užsienio autoriais pateikiama internetinės rinkodaros samprata, teoriniu aspektu tiriamas internetinės rinkodaros turinys, tikslai, komunikacijos priemonės, sąsaja su socialiniais tinklais. Taip pat nagrinėjamos ir optimizavimo paieškos sistemoms bei ryšių su klientais valdymo sąvokos. Antroje dalyje analizuojamos ir vertinamos internetinės rinkodaros tendencijos Lietuvoje ir pasaulyje. Trečioje darbo dalyje aptariama tyrimų metodika bei organizavimas. Ketvirtoje dalyje nagrinėjama paslaugų gavėjų patirtis ir ekspertų požiūris į internetinę rinkodarą, jos priemones bei tų priemonių taikymo efektyvumą. Išnagrinėjus teorinius internetinės rinkodaros aspektus ir tendencijas bei abiejų pusių požiūrius, yra pateikiamso išvados bei siūlymai.<br>Master's thesis analyzes and evaluates efficiency of internet marketing measures used in Lithuanian hotels, brings up the main challenges for the use of online marketing and provides suggestions how to solve the problems. In the first part of the work, using the literature of different Lithuanian and foreign authors, the concept of online marketing is presented, the content of online marketing as well as objectives, means of communication and interface with social networks are studied from a theoretical point of view. This section also analyzes the concepts of search engine optimization and customer relationship management. The second part analyzes and assesses the trends of online marketing trends in Lithuania and worldwide. The third chapter discusses the research methodology and organization. The fourth section analyzes the user‘s experience and expert approach to online marketing, its tools and effectiveness of their application. Conclusions and suggestions are presented after theoretical analysis of online marketing aspects, trends and attitudes of both sides.
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De, Groot Mathijs, Joachim Hellberg, and Linda Pitkänen. "NEW MARKETING TOOLS AND REPUTATIONAL RISKS : A STUDY ABOUT MANAGING THE REPUTATIONAL RISKS THAT GUERRILLA MARKETING BRINGS ALONG." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12041.
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Guerrilla marketing is a relatively new way of doing marketing. It is initially used by small companies and/or individuals allowing them to act like large companies. However, more and more large companies use Guerrilla marketing these days. The usage of Guerrilla management can bring advantages but can also increase risks. At this moment little research is done about the way how large companies manage the reputational risk associated with Guerrilla marketing. This is a problem in both science and practise. The purpose of this thesis is therefore to contribute to the understanding of how large companies manage the possible reputational risk that Guerrilla marketing and the communication of Guerrilla marketing brings along. This research is based on several theories, both emerging and dominant about Guerrilla marketing, Viral Marketing, Buzz marketing, Reputational risk and Reputational Risk Management. To do the research, in-depth interviews were held with experts when it comes to managing reputational risk and new marketing tools of four large companies based in Sweden. The analyses show that large companies manage the increasing reputational risks in some extend. Main findings are that the companies do not monitor Guerrilla marketing processes and do not have a central coordination for reputational risk management. This shows that not all companies are really aware of the risk that new marketing tools bring along and do not have a solid reputational risk management.
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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 description of various internet marketing tools and Social Media, it analysis Didogo's current state and marketing tools used up to date, and further provides list of recommendations for future marketing communication strategy of this company. Master thesis contains 79 pages, 10 figures, and 7 Appendixes.
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Jakubík, Ján. "Návrh elektronického obchodu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-225081.
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This master's thesis deals with the proposal of e-commerce BezPopelniku.cz which sells electronic cigarettes and accessories. The theoretical part explains the concepts and methods that are used in other parts of the thesis. The second part is devoted to analyzing the market of electronic cigarettes in the Czech Republic, SWOT analysis, requirements for the technical features of e-commerce platform, analysis of external and internal environment of the company and ultimately a risk analysis of the project. The third part of the thesis defines procedures for the right proposal of e-commerce, contains proposals for specific competitive advantages and describes the use of marketing tools to promote the store.
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Fejfar, Ondřej. "Možnosti využití sociálních sítí pro podporu seriálu závodů RunCzech." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-203783.
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This thesis deals with the issue of social networks in terms of business support and their use for commercial purposes. Based on long-term statistics from the most widely used social networks in the Czech Republic, this thesis describes the main principles of using these social networks as a means of increasing profit or turnover. Particular attention is paid to Facebook, the leading social network in the online world. This study concerns the combination of marketing and the IT world, which nowadays has a key role in the sale of products and services. This study should show the importance of the combination of these two worlds. The practical part of the study is the analysis of the communication of the RunCzech Running League (formerly the Prague International Marathon), including a detailed analysis of one their competitors on the market. For the analysis appropriate metrics were selected, which were measured using special tools. The conclusion includes a comprehensive evaluation and presents suggestions for more effective future communication of the RunCzech running leagues in the field of social networking.
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Uhrová, Pavlína. "Analýza a návrh elektronického obchodu firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2013. http://www.nusl.cz/ntk/nusl-224194.
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This thesis is focused on promoting the company Winery Josef Uher through Internet market. This is especially the design of appropriate ways of selling products of analyzed company using the internet and several options of internet promotion thanks to which the Josef Uher Winery will atrract new customers. The thesis contains theoretical knowledge of solved problems, further analysis focused on exploring the external and internal environment of the company, e-commerce and questionnaire investigation. The main part of this work depicts some ideas which should help the companies to attract new customers in the future, ensure better marketing of products and thus achieving greater profit.
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Plisková, Zuzana. "Analýza využití sociálních médií v marketingové komunikaci podniku a návrh rozšíření užití sociálních sítí v marketingové strategii." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-234841.
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This thesis discusses the issue of the use of marketing communication on social media for selected company. The aim is to analyze the current situation of the company and design tools to change the online marketing communications. Due to the dynamic development issues of social media work is based on current knowledge and trends. The analysis of internal and external environments and research of target group using an online questionnaire have been performed within the practical part of the paper. Tools to improve marketing communication has been designed based on the results and findings from the theoretical part. The results and findings of the work can, when introduced into a marketing strategy, provide the required increase in customers.
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Kabíček, Ladislav. "Možnosti využití sociálních sítí pro podporu podnikání." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-358966.
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Diploma thesis deals with the topic of social networks and their usage in terms of business support. The main goal of the thesis is to find out the possibilies of using social networks for business support in the perspective fitness industry. Theoretical part contains recent theoretical findings in areas of online marketing, social media, social networks and use of social networks for business. The analysis of the tools for monitoring and analysis of social networks is an important part of the theoretical part. One chosen tool is used for the comprehensive competitor analysis of online shops, that deal with online sales of fitness products and supplements. The outcome of the thesis is the system design of use of social networks for the support of competitiveness in chosen sector.
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Nemcová, Miroslava. "Návrhy na zvýšenie predaja produktov spoločnosti Royal Mint prostredníctvom jej webovej stránky." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-136208.
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This thesis deals with The Royal Mint and it's online strategy. Using web analytics tools and usability testing it analyzes a current state of website and e-shop of the company. From the obtained figures about visits of the website, keywords, conversion rate, traffic sources and others, the customers' behavior is analyzed and subsequent conversion rate and user friendliness-raising measures are evaluated. The thesis summarizes recommendations resulting from the carried analyses in order to increase the online sales, bring new customers online and increase the loyalty of the existing ones.
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Шуюань, Ч., та Z. Shuyuan. "Развитие е-коммерции как инструмента маркетинга для удовлетворения потребностей китайского рынка : магистерская диссертация". Master's thesis, б. и, 2020. http://hdl.handle.net/10995/94602.
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Электронная коммерция вносит новые качественные элементы в современный бизнес, которые способствуют: росту конкуренции; персонализации взаимодействия; экономии затрат. Современные предприятия должны иметь возможность изучать и использовать инструменты электронной коммерции для маркетинга. В этом исследовании будет изучена теория электронной коммерции, чтобы понять ее природу и особенности развития; исследовать инструменты э-коммерции как связь потребителей и маркетологов и модель электронной коммерции Xiaomi; исследовать факторы, влияющие на поведение китайской онлайн-покупателя; разработка проекта по созданию привлекательного бренда смартфонов xiaomi через интернет-магазин в Китае.<br>E-commerce brings new quality elements to modern business, which contribute to: increased competition; personalization of interaction; cost saving. Modern businesses should be able to learn and use e-commerce tools for marketing. In this study, the theory of electronic commerce will be studied to understand its nature and features of development; explore e-commerce tools like consumer-marketer communication and Xiaomi's e-commerce model; explore the factors that influence the behavior of a Chinese online shopper; development of a project to create an attractive brand of Xiaomi smartphones through an online store in China.
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Huang, Hao, and 黃皓. "Performance Measurement Concepts for Search Engine Optimization as Online Marketing Tool." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/33138805439490083374.
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碩士<br>大同大學<br>資訊經營學系(所)<br>103<br>Online marketing is a kind of marketing mechanism which is growing fast and getting more and more important in recent years. Many online marketing channels are widely used as marketing tools in various industries. Especially, as internet users increase rapidly, many companies have built their websites for the customers. Therefore, search engine optimization (SEO), which helps company to optimize their website and gets better ranking result when customer uses search engine, has become a very popular marketing tool over the past few years. According to statistics, SEO shares 39 percent in the most effective online marketing channels. Besides, the search-optimized website marketing is one of the most effective ways to brand and generate demand in the market as well. Although the SEO techniques are popular, the way to measure their performances is to analyze SEO data. In addition, there are many performance measurement tools can be used such as KPI, balanced scorecard and management dashboards. This paper discusses the most effective marketing channel, Search Engine Optimization, and adopts one of the most important measurement tools, which could be implemented in SEO. However, it’s impossible to implement a performance measurement tool without annual report comes from company. Therefore, we want to create a questionnaire by the concept of balanced scorecard. Because balanced scorecard is a measurement tool which balances on four perspectives. So, the questionnaire could not only focus on financial perspective but also on non-financial perspectives. Thus, the company can check the aims and manager can report it to shareholders if they want to implement SEO.
Keywords: search engine optimization, performance measurement, balanced scorecard, online marketing channels
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Mdletshe, Thenjiwe Slindile. "Facebook as a marketing tool to inform South African millennials on social issues." Thesis, 2017. http://hdl.handle.net/10321/2510.
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Submitted in fulfilment of the requirements of the Degree of Master of Technology: Marketing, Durban University of Technology, 2017.<br>Social networking is the use of dedicated websites and applications to interact with other users sharing interests, activities, backgrounds or real life events. The use of social media has been predominantly reported among young adults, accounting for about 93% of all users. Social networking websites such as Facebook, Twitter and Skype are member based Internet communities that permit users to share views, perceptions and ideologies. Social media influences youth development, most especially among the millennials who invest approximately seven hours per day with media. More so, the social media shapes the millennials perception, ideology and principles. Bearing this in mind, this tool can serve as an effective tool for bringing both social awareness among youths and the society at large. Therefore, this study sought to determine how Facebook can be used as an effective social awareness tool among millennials.
The current study focused on Facebook as it has the highest number of subscribers globally, and also due to its wide acceptance among South African Millennials in tertiary intuitions. Questionnaires were distributed to a total of 400 undergraduate students. These included 150 students from the Durban University of Technology, 125 from the Mangosuthu University of Technology; and 125 from the University of KwaZulu-Natal.
The study revealed that millennials are digital natives and their lives are basically lived through the internet and technology. Based on the findings the majority of millennials spend between at least two to well over six hours every day on social media. This proves that Facebook as a social network can be used to reach out and provide much needed information to millennials.<br>M
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Lu, Pei-Rong, and 呂沛蓉. "A Research of Online Banking Service users’ Intention which influencing by Experiential Marketing of the Virtual Financial Tool." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/08815160917407948130.
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碩士<br>輔仁大學<br>資訊管理學系<br>101<br>With the advancement of Internet & science technology, it is obvious to see that online virtual financial management tools have been developed extensively in the sectors of banking & securities. Due to those online virtual financial management tools, investors are able to deeply experience the procedure & to underst& the possible results, which happen frequently from investing activities. Thus, this thesis focuses on the online virtual financial management tools to explore Experiential Marketing & word-of-mouth to influenced perceived value, satisfaction, & behavior intention.
The results are listed as below: 1. in the sector of online virtual financial administration, the elements of Experiential Marketing have notably positive impact on perceived value & customer satisfaction, & constitute to users behavioral intentions in the right perspective. 2. word-of-mouth of online virtual financial management has positive influence on perceived value, satisfaction, & behavior intention. 3. from participants’ perspective, the main concern of online virtual financial management in Experiential Marketing is the ways provided by virtual financial management are capable of solving financial management problem. Participants also proved that online virtual financial management is reliable for consumers due to its stable & easy-to-use system.4.The relationship between word-of-mouth & consumers are high positive considering that customers tend to trust the online virtual financial management of fared by people who are proficient at financial planning or people who possess high financial-related academic background.
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CHENG, I.-HSIANG, and 鄭一翔. "A Research of Using Intention which Influencing by Experiential Marketing, Electronic Word of Mouth and Trust – A Case of Online Bank Financial Tool." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/yb37v8.
Full textAbstract:
碩士<br>輔仁大學<br>資訊管理學系碩士在職專班<br>104<br>With the development of information technology, many banking has already begun with the securities industry focuses on mobile phone application with virtual online investors and customers can financial tools, with a view to the development of analog experience can be all and investment.
The act of intention to predict, Milad (2012) study points out that can through the network trust and public praise for a valid target.
As a result of this study will be aimed at the line on the financial tools, the network users and the public trust, the three in the hypothetical model overhead construction and marketing experience with satisfaction to study for the consumer, intention to use the influence of behavior.
This study will use the questionnaire method, and that research kind of investigation will be against the bank's customers or individual investigation is to use financial tools, questionnaire 219 the number of effective recovery and study. There are four :
1. Test marketing and network trust for the public a significant positive effect.
2. The experience marketing, trust, satisfaction for the public road network significantly positive impact on relations.
3. Satisfaction intentions a significant positive impact on the use, customers are satisfied can effectively improve the intention to use.
4. Experience marketing and public praise for satisfaction and trust, and to use the relevance of these intentions, induction and establish a financial tool of the model on the line.
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Couceiro, Ana Rita Almeida. "An investigation into the effectiveness of communication strategies and educational practices as a marketing tool to improve construction sector’s image among Generation Z." Master's thesis, 2020. http://hdl.handle.net/10400.14/29748.
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Within the degree of master, follows a consulting project, made for the multinational Teixeira Duarte, S.A, which has been struggling along with every company in the sector, with the lack of vocational manpower. Therefore, it is working together with other multinationals in the sector, under the project of PTPC of rebranding the construction sector.
With the aim of bringing attractiveness into construction, in order to attract Generation Z and its advisors, the main goals are to collect target’s knowledge and perceptions towards construction, to identify the most valuable factors at work among the target, to determine which variables need to be enhanced to the target and to identify the most suitable communication strategy and educational practices among the target. For that purpose, a focus group and an online survey, whose results were analyzed by a factor analysis and a cluster analysis, were conducted, offering as main recommendations: the implementation of specialized courses with internships and well-known sponsorships; the communication of a sector where it is possible to build a career and to get a higher salary to the younger generations; the communication of some assurances to the older generation, concerned about stability; the use of communication techniques to improve constructions’ image.
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Marx, Nadia. "Online marketing communication tools used by guest houses in the Pretoria East Region." Diss., 2014. http://hdl.handle.net/10500/13302.
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Online marketing communication provides some of the cutting edge tools that can be used by guest houses to communicate their product and service offerings. The purpose of this study was to determine which online marketing communication tools can be used, and are in fact currently used by guest houses in Pretoria East. The results obtained from this study can assist guest house owner/managers in Pretoria East with decision-making on the communication of off-line and online marketing communication tools to be included in their marketing strategy. Primary data was collected by means of a survey with guest house owners/managers in Pretoria East. Specific corpographic details of guest houses in Pretoria East were identified. Furthermore, the most frequently used off-line and online marketing communication tools were identified, as well as the number of guest houses that have websites and the content of these websites. The findings suggest that guest houses in Pretoria East have to invest more time and money in implementing certain online marketing communication tools, such as social networking and use of Search Engine Optimisation (SEO). By implementing online marketing communication tools like these, guest houses in Pretoria East could enhance customers‟ awareness of a guest house. This study verified the importance of electronic tools such as the Internet and Web as an integral part of an organisation‟s marketing strategy, specifically for small businesses in the service sector, such as guest houses.<br>Business Management<br>M. Com. (Business Management)
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Minh, Nguyen Quang, and 阮光明. "A study on the online marketing communication tools and their usage in attracting customers." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/95078085540682085631.
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碩士<br>逢甲大學<br>國際經營管理碩士學位學程<br>102<br>We are living in the era of the internet, for this reason companies has realized the opportunities that the internet brought to them. Companies can use Internet to communicate with customers more closely. It is what makes the internet has become extremely appropriate place for online marketing. Today, companies are attracting customer not only by presenting new products or making new marketing strategies but also to keep constantly in touch with their customers. Thanks to the existence of the internet, where companies can easily communicate with clients and promote products, and improve their market share. In order to have a better meaning of internet, we have to research every online communication tool. And since then, evaluating the correlation of each tool and how to use each tool to attract customers. To achieve this purpose, we sent out questionnaires and received 66 responses. After analyzing the data, we found effective in attracting customers in the marketing tools online communication affected by certain characteristics. And we found convenience and time-consuming are the most important attributes to help companies implement successful online marketing.
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WU, LI-NING, and 吳莉寧. "The Study on Marketing Tools and Performance of Online-to-Offline（O2O）Model of E-Commerce." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/55108467205630454117.
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碩士<br>輔仁大學<br>資訊管理學系碩士在職專班<br>102<br>The popularity of virtual channel brought the rapid development of e-commerce, fast communication in consumer information, and the constantly change in business models. E-commerce also developed new patterns, and it made its way from enterprises which only focused on virtual channel business to the opposite direction of developing physical channel shops. We called this kind of model O2O (Online-to-Offline), and the purpose of O2O introduction was from the needs of customer expectation. Pure e-commerce enterprises developed O2O business models to meet customers’ demand. The goals of this research were as the followings: (1) explore the combination of marketing tools to achieve marketing objectives adopted of O2O model of E-Commerce; (2) analyze the differences of marketing tools in conventional marketing and Internet Marketing of O2O model of E-Commerce; (3) explore integrated marketing performance of O2O model of E-Commerce.
The research conducted case study as the research method, and explored how O2O enterprises integrate online and offline processes after introducing to physical channel shops, and investigated the relationship between process integration and business performance. The subjects of the research were four enterprises which original only run e-commerce virtual channel (websites) and then responded to O2O strategy of expanding their business to physical channel shops after running business for a period of time. The study findings were: (1) Initial operation using PPC (Pay Per Click) marketing tool has a positive impact on corporate reputation of O2O model of E-Commerce; (2) enterprise size and the internet marketing tools do not have a positive impact on the performance of O2O model of E-Commerce; (3) establishing a physical store have a positive impact on customer satisfaction of O2O model of E-Commerce; (4) the target customer base will affect the choice of marketing tools.
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Eggers, Raphael Gilbert. "The possibilities of social media marketing: why sponsored posts on facebook and instagram are effective online branding tools." Master's thesis, 2017. http://hdl.handle.net/10362/23073.
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This research is motivated by the incongruence of how businesses and contemporary research
evaluate paid social media advertisement as online branding tools. Therefore, we examine the
possibilities of social media marketing: why sponsored posts on Facebook and Instagram are
effective online branding tools. A questionnaire was utilized to approach the research, and answer
the hypotheses. Results from 316 participants indicated that sponsored posts were effective for
brand awareness and intended purchases on Facebook, and for brand engagement on Instagram.
We therefore conclude that sponsored posts are effective online branding tools, and that Facebook
and Instagram complement one another.
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HOUŠKOVÁ, Veronika. "Marketingová komunikace ve vybraném hotelu." Master's thesis, 2019. http://www.nusl.cz/ntk/nusl-394410.
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The thesis deals with marketing communication of Grandhotel Zvon. The thesis includes theoretical introduction, basic information about Grandhotel Zvon, marketing mix (4P), analysis of current marketing communication and the costs of this communication. The final part presents suggestions and recommendations, especially creating a profile on social networks.
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Aires, Mariana Mota Coelho Machado. "Applying integrated marketing communications for the success of brand’s communication : the case of Super Bock Stout’s Campaign." Master's thesis, 2017. http://hdl.handle.net/10400.14/36115.
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We live in an era where brand’s communication can be accomplished through a huge variety of means, either online and offline, or both. Therefore, to effectively communicate with their customers, brands should wisely evaluate which tools to use and be sure to transmit the same message throughout all the touchpoints. This master thesis aims to explore the concepts of brand, brand relationships, brand experience and consumer experience in order to understand how important it is to create meaningful messages and experiences for consumers. Additionally, the different types of marketing communications are studied so as to comprehend which means of communication companies should focus on, when developing their communication strategy. Furthermore, it was increasingly important to understand the concept of integrated marketing communications and how significant it is to deliver the same message in order to communicate in an integrated way. With the objective of studying these concepts within a specific brand, a single case study about Super Bock Stout’s integrated campaign was developed. This research concluded that integrated marketing communications are, in fact, important in developing a brand’s communication strategy.
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Molokisi, Sinah. "Exploring the use of social media tools in the University of South Africa Library." Diss., 2019. http://hdl.handle.net/10500/26266.
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Text in English with abstracts in English, Zulu and Sotho<br>Social media have taken a lead in academic libraries; however, there are still questions on how libraries are using social media tools to enhance their service delivery. The aim of this exploratory study was to investigate the use of social media tools by library staff working in the University of South Africa’s (Unisa) main library on the Muckleneuk Campus. Since it was realised that not all staff members use social media tools in the execution of their daily tasks, the first objective was to establish which staff members do use social media tools and for which purpose the tools are being used. A further objective was to learn about the potential advantages of social media tools to improve service delivery. The study also endeavoured to acquire an understanding of the challenges that social media tools present to its users. Based on the literature review, it could be established that libraries, and specifically academic libraries, utilise social media for marketing, dissemination of information, reference services, and communication with users and to answer student queries. The reported findings of this study concur with the findings reported in the literature review. The empirical data, which were collected through a qualitative survey questionnaire and interviews with library staff who use social media tools, revealed that only staff who communicate with library patrons, namely information processors and marketing staff, use social media tools. The findings also showed that the Unisa Library has specific guidelines and policies that guide the use of social media tools to interact with users, market the library and communicate events and service delivery changes.<br>Izinkundla zokuxhumana komphakathi sezihamba phambili emitapweni yolwazi yasemanyuvesi, kodwa kusanemibuzo eminingi maqondana nokuthi imitapo yolwazi iwasebenzisa kanjani amathuluzi ezinkundla zokuxhumana komphakathi ukuthuthukisa ukuhlinzekwa kwezidingo. Inhloso yalolu cwaningo oluhlola kabanzi kwakungukubheka ukuthi abasebenzi basemtapweni wolwazi omkhulu waseNyuvesi YaseNingizimu Afrika (i-Unisa) ekamu laseMuckleneuk bawasebenzisa kanjani amathuluzi ezinkundla zokuxhumana komphakathi. Njengoba sekwabonakala ukuthi akuwona wonke amalungu angabasebenzi asebenzisa amathuluzi ezinkundla zokuxhumana komphakathi ekuqhutshweni kwemisebenzi yawo yansuku zonke, injongo yokuqala kwakungukubheka ukuthi yimaphi amalungu omphakathi asebenzisa amathuluzi ezinkundla zokuxhumana komphakathi futhi awasebenzisela ukwenzani. Enye injongo kwakungukufunda mayelana nokuhle okungadalwa ngamathuluzi ezinkundla zokuxhumana komphakathi ukuthuthukisa ukuhlinzekwa kwezidingo. Lolu cwaningo lwaluqonde nokuqonda izingqinamba abantu abasebenzisa amathuluzi ezinkundla zokuxhumana komphakathi ababhekana nazo. Kuncike ekuhlaziyweni kwemibhalo ekhona, kwatholakala ukuthi imitapo yolwazi, ikakhulukazi leyo yasemanyuvesi, isebenzisa izinkundla zokuxhumana komphakathi ukukhangisa, ukusabalalisa imininingwane, ukubheka imithombo, ukuxhumana nabayisebenzisayo kanye nokuphendula imibuzo yezitshudeni. Okwatholakela okubikiwe mayelana nalolu cwaningo kuyahambisana nokubikiwe okwatholakala ngokuhlaziya imibhalo. Imininingwane eyatholakala ngokubheka okwenzekayo, eyaqoqwa ngokusebenzisa iphephamibuzo lenhlolovo eqoqa imininingwane yamaqiniso kanye nezingxoxo ezabanjwa nabasebenzi bomtapo wolwazi abasebenzisa amathuluzi ezinkundla zokuxhumana komphakathi yaveza ukuthi abasebenzi abaxhumana nabasebenzisi bomtapo wolwazi, abaziwa ngokuthi ngama-information processors kanye nabasebenzi abakhangisayo yibona kuphela abasebenzisa amathuluzi ezinkundla zokuxhumana komphakathi. Okutholakele kuphinde kwaveza ukuthi uMtapo Wolwazi Wase-Unisa unemihlahlandlela kanye nezinqubomgomo okulandelwayo ukuze kusetshenziswe kahle amathuluzi ezinkundla zokuxhumana komphakathi, ukuxhumana nabasebenzisi bawo, ukukhangisa ngomtapo wolwazi nokwazisa ngemicimbi ekhona kanye noshintsho ekuhlinzekweni kwezidingo.<br>Marangrang a leago a thomile go šomišwa kudu ka makgobapukung a thuto, efela go sa na le dipotšišo ka ga ka fao makgobapuku a šomišago dithulusi tša marangrang a leago go kaonafatša kabo ya ona ya ditirelo. Maikemišetšo a nyakišišo ye ya phetleko e be e le go nyakišiša tšhomišo ya dithulusi tša marangrang a leago ka bašomi ba go šoma ka bokgobapukung bjo bogolo bja Yunibesithi ya Afrika Borwa (Unisa), Khamphaseng ya Muckleneuk. Ka ge go lemogilwe gore ga se bašomi ka moka ba go šomiša dithulusi tša marangrang a leago tirong ya mešongwana ya bona ya letšatši le letšatši, nepo ya mathomo e be e le go hwetša gore ke bašomi bafe bao ba šomišago dithulusi tša marangrang a leago le gore dithulusi di šomišetšwa morero ofe. Nepo ye nngwe e be e le go ithuta ka ga mehola ye dithulusi tša marangrang a leago di kago kgona go ba nayo go kaonafatša kabo ya ditirelo. Nyakišišo gape e lekile go hwetša kwešišo ya ditlhohlo tše dithulusi tša marangrang a leago di di bakelago bašomiši ba tšona. Go ya ka tshekatsheko ya dingwalo, go lemogilwe gore makgobapuku, kudu makgobapuku a thuto, a šomiša marangrang a leago go bapatša, go phatlalatša tshedimošo, go fa ditirelo tša referentshe, go kgokagana le bathekgi le go araba dipotšišo tša baithuti. Dikutullo tše di begilwego tša nyakišišo ye di dumelelana le dikutullo tša tshekatsheko ya dingwalo tše di hweditšwego. Datha ya go lemogwa (emperikale) yeo e kgobokeditšwego ka lenaneopotšišo la nyakišišo ya khwalithethifi le dipoledišano tša bašomi ba bokgobapuku bao ba šomišago dithulusi tša marangrang a leago, di utulotše gore ke fela bašomi bao ba boledišanago le bathekgi ba bokgobapuku, e lego basepetši ba tshedimošo le bašomi ba go bapatša bao ba šomišago dithulusi tša marangrang a leago. Dikutullo gape di laeditše gore bokgobapuku bja Unisa bo na le dipholisi le melawana ye itšeng ya go hlahla tšhomišo ya dithulusi tša mekgwa ya leago go kgokagana le bašomiši, go bapatša bokgobapuku le go tsebiša ditiragalo le diphetogo tša kabo ya ditirelo.<br>Information Science<br>M.A. (Information Science)