Content marketing är ett fenomen som vuxit och blivit en trend, på grund av den stora tillgången av information som onlinemiljön bidragit med till företagen. Vad content marketing handlar om har visat sig bristfälligt bland forskare, då det saknas en tydlig akademisk avgränsning. Definitionen av fenomenet content marketing är många, och forskare uttrycker sig olika vid beskrivningen om vad content marketing innebär. Hur content marketing används och vad som är viktigt att förmedla genom sin content marketing på sociala medier skiljer sig också från företag till företag. Däremot är flera forskare överens om att en strategi är viktig vid skapandet av content marketing. Syftet med denna studie är skapa en nyanserad bild av content marketing på sociala medier. Detta eftersom det råder delade meningar om innebörden av content marketing inom forskningsområdet. Att avgränsa studien till sociala medier har gjorts då onlinemiljön är ett för brett område för studiens storlek och avsatta tid. En kvalitativ små-N-studie har genomförts med intervjuer av företag. För att kunna besvara studien syfte genom företagens beskrivningar om deras uppbyggnad av content marketing på sociala medier. En tematisk analys har använts för att kunna identifiera återkommande teman ur det insamlade materialet från företagen. Resultaten från denna studie visar på att processen för hur content marketing på sociala medier används styrs utifrån vilka mål företag har, samt vilka dimensioner som företag anser viktigast vid en specifikt kampanj. Däremot påverkas inte antalet steg i processen som helhet av antalet mål eller antalet dimensioner, utan skiljer sig från företag till företag. Samt att sociala medier bidragit till nya fynd i processen. Således är content marketing på sociala medier ett komplext arbete. / Content marketing is a phenomenon that has grown and has become a trend, due to the vast availability of the information that the online environment has contributed to companies. What content marketing is involving has proved to be insufficient among researchers, as there is no clear academic delimitation. The definition of the content marketing phenomenon is many, and researchers express this differently when describing what content marketing means. How content marketing on social media is used and what is important to convey through content marketing also differs from company to company. However, several researchers agree that a strategy is important in the creation of content marketing on social media. The main purpose of this paper is to create a nuanced depiction of content marketing on social media. This is because there is disagreement about the meaning of content marketing in the research area. The delimitation of this paper to social media has been done because of the online environment is a too wide field for the size and time allocated for this paper. A qualitative small-N-study has been conducted with interviews of companies. In order to be able to answer this paper purpose through the companies' descriptions of their structure of content marketing on their social media. Thematic analysis has been used to identify recurring themes from the collected material from the companies The results of this paper show that the process for how content marketing on social media is used is governed by what goals companies have, and what dimensions companies consider most important in a specific campaign. However, the number of steps in the process as a whole is not affected by the number of goals or the number of dimensions but differs from company to company. And that social media contributed to new findings in the process. Thus, content marketing on social media is a complex work.

This thesis is aimed at digital content business models. Business model is a broad area comprised of variety of activities and strategies in order to fulfill the business target. In the past two decades user's requirements to digital media underwent many dramatic changes. Business model that would be broadly accepted as profit-making model still has not been discovered. Given that this thesis can serve as current business models and their influential factors overview. One part of the business models description is devoted to historical business models that gave the foundation to business models as we know them at present. Business models are categorized according to fundamental operating principles. These fundamental operating principles are utilized in so-called pillars of business models that symbolize the main characteristics of model and that are how the profit is generated. Described business modes always comprised of main pillar of business model -- main profit generator -- and another additional pillar(s) that helps to complete the unique business model characteristic. Next part of this thesis deals with initiators of new business model and technology they are depended to. Surprisingly the new business models initiators in history were not a commercials subject but the most innovative ideas came from highly profiled communities of IT enthusiasts. The final part of this work brings the basic information about the current status in profitable business model development as well as it offers manager's opinions regarded to the current and future business models development. This part includes description of most common problems in the process of changing company into digital company type.

Due to the fuzzy policy, the industry of cyber café in Taiwan has significantly presented to an atrophied situation since 2004. The industry rises and falls a slope which presents a dissimilarity result to that in the neighborhood nations, such as China, Japan or Korea. What is exactly the struggle in this industry in Taiwan? How to transform it? The thesis searches for the overall environment, the battle for Taiwan¡¦s cyber café, and the transformation strategy for the operators in the cyber café. This research adopted case study method in order to submit an entire analysis via a certain chain of Internet Café and the environment this industry has faced. It is the fact that the most competitive predominance is the ability of creativity and development in this case study recommended two suggestions. One is to adopt the Product Expansion Strategy for short-term, referring to expand a wide variety of products and augment the service. The other is to select a Market Development Strategy for long-term, taking advantage of the cyber café core system and its business model experience to expend the market of Southeast Asia. In competition, it is to use the Differentiation Strategy that makes its service be distinguished from the others and suggest the case study integrate its six new typical entertainments, Digital game, Digital Video, Digital Carol, E-learning, Digital Archives and Digital Read, into multiple services contributing to explore more consumers. It is expected that the Digital Content Entertainment Learning Center, transformed by the case study, combining the strength of its technical integration and its chain with the Digital Content the government promotes, is not only to enhance the positive value of cyber café in our society, but also to assist others cyber café to revise a business management so as to build up a blueprint for cyber café industry.

The paper discusses the scientific and policy debate as to whether access to the Internet can be considered so fundamental for human interaction as to deserve a special legal protection. In particular, it examines the impact of computer-mediated communication on the realization of individual’s rights and freedoms as well as on democratization processes. It then considers how Internet content governance is posing regulatory issues directly related to the growing importance of an equitable access to digital information. In this regard, the paper looks at conflicts arising within the systems of rights and obligations attached to communication (and especially content provision) over the Internet. The paper finally concludes by identifying emerging tensions and drawing out the implications for the nature and definitions of rights (e.g. of communication and access, but also of intellectual property ownership) and for regulations and actions taken to protect, promote or qualify those rights. All these points are illustrated by a series of recent examples.

According to World Bank statistics, internet user occupied a quarter of the world population in 2008. In 2010, the number of internet users will be over two billion people. This group will become potential online shopping customers. Online shopping in global market keeps growing. Online shopping has become a trend. The business model of E-continues is facing highly challenge in this market. Enterprises need to look for sustainable way to keep their business continuously growth. This research is based on the external analysis of online retail industry in the U.S.A and the internal analysis of the core resources of the Amazon.com to evaluate the key factors of online M&A targets, to adjust the strategy in highly competitive industry, to utilize the resources acquired by Amazon.com to build up competitive advantage and to implement the effectiveness of strategy. The study mainly research 13 companies acquired by Amazon.com from 2008 to April 2011 on the relationship between core resources and competitive advantage. The study concludes that M&A motivation of Amazon.com is to extend product line, to enter new markets, to obtain the necessary resources and capabilities, to expand the operation scale of the industry. According to the findings and conclusions, the suggestions of the study as followed. 1. In Chinese digital content industry: firms should be focus on content development to build up the competitive advantage of digital content platform. Meanwhile the digital content can be used in each e-reader. In addition, the firms can cooperate with telecommunications firms to provide added-value service. 2. The study found that many internet companies differentiate customer service and build trust from customer by online services to create competitive advantage like creating user community to share knowledge and resources; using word of mouth marketing to attract new customers. Executives should focus on their customer-orientated service to meet market demand.

In recent years, digital watermarking technique has become the most useful method for protecting the ownership of a user's digital content, and it can be used to verify ownership by embedding a user's digital watermark into that digital content. By showing the watermark, someone can prove legal ownership of the intelligent property on the digital content. Because of the maturity of e-commerce on the Internet, users can purchase digital content through buyer-seller watermarking protocols, and these protocols can help users to embed their watermarks into their digital content. After the transaction is terminated, users can also obtain their own digital content with the desired watermark embedded. However, when users attempt to exchange their digital content with each other over a network, it is important that a secure and efficient method be used. If users directly execute one of the above buyer-seller watermarking protocols, they will find that it cannot achieve significant transfers of digital content. On the other hand, they cannot be guaranteed that the transaction will be fair and efficient. Besides, when users are located on different networks, it is important to understand how they can obtain a protocol that is fair and efficient. To address these problems, we propose efficient and fair digital content exchange protocols for different networks such as Ethernets, P2P networks and cloud networks. Our proposed protocols can achieve identity authentication before performing the digital content exchange protocol, and can also maintain fair transactions between users. Finally, we also provide the formal security proofs for the proposed protocols and properties comparisons with other related schemes. Moreover, our protocols also offer solutions that are suitable for users who are located on different networks, and guarantee that digital content exchange transactions will be performed fairly and efficiently.

The development of the digital content industry is the key factor affecting the international competitiveness. However, there are still lots of problems and difficulties, and the most important of them is the cultivation of professional talents. The first purpose of this research is surveying the demand and supply and the gap between domestic digital industry and the cultivation of digital content talents. Second, explore the relative effect between the third party software vendors and the output of whole digital content industry. Through causal analytical method to find out problems and interviewing experts to establish the model of digital content service quality gap. Furthermore, use questionnaires to prove the hypothesis. After doing the research, we found out that digital content industry is different from general industry. There are four players, including the students, training organization of digital learning, factories of tool software develop and digital content service industry. And it truly have some gap between each player. First, the service that training organizations provide is discord from students¡¦ feeling. Second, services that students actually receive is different from they knew in the beginning. Third, students¡¦ cognition of software¡¦s price is disagree with the supplier. The result of research can be put in use of plan and execution. It not only can save the training time and human resources but increase the strength of training talents and is helpful to international development.

With the vigorous development of digital content, many countries have been enthusiastically planning on it in order to gain the munificent margin and immense output value from this new industry. In Taiwan, the Executive Yuan of the Republic of China has approved the plan of ¡§Challenge 2008 ¢wCouncil for Economic Planning and Development¡¨ on the date of May 31st, 2002. Digital Content is one of the main industries to be developed in the ¡§Two-Trillion, Two Star¡¨ project of the ¡§Challenge 2008¡¨ plan. The ¡§Digital Content Institute¡¨ is also in the plan to cultivate digital content professionals in the areas of information, multimedia, arts and etc. Digital Publishing and Archives (digital publishing, digital archives, digital databases) are the core industries of digital content. The digital publishing and archives industry in Taiwan is in the presence of development, from OEMs by projects in the past to the present multi-dimension developments like multi-media creation, national and international magazines and journals authorization, digital archives value-added and productions. Therefore; it will be a very important mile stone for the digital publishing and archives industry development in the next decay in Taiwan. This research adopted case study methodology, and the cases are the three most popular digital publishing and archives companies in Taiwan -- Lee and Lee Communications (digital archives), Airiti Inc.( digital databases), and Bright Ideas Design Co.( multimedia publishing). This research is to study the core elements of start-up businesses, and review their start-up histories, enterprise operations and strategies, enterprise focuses and the core values of enterprises by the references of national and international research documents and industry information analysis. The impacts and key elements of the start-ups by entrepreneurship and management styles are also observed in this study. The information collected and the interview content is compared with the documentation records, and the search result is concluded at the end. The conclusions of this study for the entrepreneurs in this industry are listed as follow: 1. The market scale is too small and narrow. Therefore, aggressively expanding international market is necessary. 2. Due to training difficulty for professional designers, employing professionals from overseas for short term could be considered. 3. Marketing is equivalent to profit. Marketing ability should be enhanced, and promote products to client sides. 4. To solve the problem of bad management efficiency, changing management styles and studying can both improve. 5. Valuing copyright. Creating brand is the path for operating businesses in long term.

China’s accession to the World Trade Organisation (WTO) has greatly enhanced global interest in investment in the Chinese media market, where demand for digital content is growing rapidly. The East Asian region is positioned as a growth area in many forms of digital content and digital service industries. China is attempting to catch up and take its place as a production centre to offset challenges from neighbouring countries. Meanwhile, Taiwan is seeking to use China both as an export market and as a production site for its digital content. This research investigates entry strategies of Taiwanese digital content firms into the Chinese market. By examining the strategies of a sample of Taiwan-based companies, this study also explores the evolution of their market strategies. However, the focus is on how distinctive business practices such as guanxi are important to Taiwanese business and to relations with Mainland China. This research examines how entrepreneurs manage the characteristics of digital content products and in turn how digital content entrepreneurs adapt to changing market circumstances. This project selected five Taiwan-based digital content companies that have business operations in China: Wang Film, Artkey, CnYES, Somode and iPartment. The study involved a field trip, undertaken between November 2006 and March 2007 to Shanghai and Taiwan to conduct interviews and to gather documentation and archival reports. Six senior managers and nine experts were interviewed. Data were analysed according to Miller’s firm-level entrepreneurship theory, foreign direct investment theory, Life Cycle Model and guanxi philosophy. Most studies of SMEs have focused on free market (capitalist) environments. In contrast, this thesis examines how Taiwanese digital content firms’ strategies apply in the Chinese market. I identified three main types of business strategy: cost-reduction, innovation and quality-enhancement; and four categories of functional strategies: product, marketing, resource acquisition and organizational restructuring. In this study, I introduce the concept of ‘entrepreneurial guanxi’, special relationships that imply mutual obligation, assurance and understanding to secure and exchange favors in entrepreneurial activities. While guanxi is a feature of many studies of business in Pan-Chinese society, it plays an important mediating role in digital content industries. In this thesis, I integrate the ‘Life Cycle Model’ with the dynamic concept of strategy. I outline the significant differences in the evolution of strategy between two types of digital content companies: off-line firms (Wang Film and Artkey) and web-based firms (CnYES, Somode and iPartment). Off-line digital content firms tended to adopt ‘resource acquisition strategies’ in their initial stages and ‘marketing strategies’ in second and subsequent stages. In contrast, web-based digital content companies mainly adopted product and marketing strategies in the early stages, and would adopt innovative approaches towards product and marketing strategies in the whole process of their business development. Some web-based digital content companies also adopted organizational restructuring strategies in the final stage. Finally, I propose the ‘Taxonomy Matrix of Entrepreneurial Strategies’ to emphasise the two dimensions of this matrix: innovation, and the firm’s resource acquisition for entrepreneurial strategy. This matrix is divided into four cells: Effective, Bounded, Conservative, and Impoverished.

The pervasive nature and use of social media has transformed society and this transformation has attracted significant attention from both industry and academia. The organisational implementation and use of social media are plagued with many challenges, leaving managers frustrated at not achieving the desired results. This emergent and complex nature of the social media phenomenon requires researchers to consider novel approaches when conducting social media research. As the number of Information Systems (IS) researchers conducting research on the social media phenomenon increases, so too does the need to develop relevant and rigorous social media theories. This challenge must be addressed by IS researchers who are contemplating, or are busy conducting research on the social media phenomenon. My PhD thesis responds to the call made by academics and practice for the development of relevant and rigorous social media theories, with the aim of providing a better explanation than what is currently found in the social media literature on social media use within an organisational context. Owing to the emergent nature of the social media phenomenon, the grounded theory method (GTM) is used to develop a substantive theory that increases understanding of this particular phenomenon. Two organisations are selected as the case studies. Both are industry leaders in South Africa, with one being a prominent retailer with a very visible social media presence and the other, being a leading university in South Africa, which is actively growing its social media presence. The results show that organisations enter into a collective storytelling process with their online community. Risk to reputation and the need for online community engagement are identified as reasons for this. Organisations using social media need to be aware of the following conditions that impact on social media use: (1) the social media landscape, (2) the characteristics of social media for use, (3) the relationship between content and social media, (4) content quality, (5) the online community-organisation power dynamic, and (6) the provision of a seamless online experience for the community. Challenges during the collective storytelling process lead to organisations experiencing social media use failures. To overcome these failures, organisations implement education interventions. An evolving supportive social media strategy that provides formal guidelines for social media use ultimately leads to a reduction in the organisational risk to reputation and an improvement in online community engagement, initially identified as the reasons why organisations decide to use social media. The main theoretical contribution is the development of a holistic theoretical framework using the GTM to better explain social media use within organisations when engaging with their online community.