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Google Inc. struggles arduously on the digital battlefield in China’s Internet search engine market. In China, Baidu.com has been described as China’s Google for years and challenged Google’s expansion. This study provides an overview of the Internet service development in China, an illustration of the search engines’ profitability models, and an evaluation of Guge (Google China) and Baidu’s service designs. Overall, the research shows an attempt to understand the possible advantages and disadvantages when a multinational Internet service company enters China. Two notions emerge. First, standardization and adaptation may need to be nicely balanced for the subsidiary company in order to profit in China’s Internet market. Second, Google’s operation in China, Guge, stands strong on the service design end, especially in the area of “ease of use,” “informativeness,” and “fulfillment/reliability.” However, Guge’s major rival, Baidu, shows its advantage on a wider selection of online services. Therefore, in the long run, which company will win at the finishing line is still too early to tell / Google in China -- Google, Baidu and Guge -- Search engine's revenue model in China. / Department of Telecommunications

Thesis (M.Comp.)--Unitec New Zealand, 2008. / Includes bibliographical references (leaves 69-73).

Thesis (M.A.)--Ball State University, 2009. / Title from PDF t.p. (viewed on Apr. 16, 2010). Includes bibliographical references (p. 54-63).

According to eMarketer, the total advertising spend in US alone was estimated to be over $238 billion. Firms invest large amounts of money in advertising to promote and inform consumers about their products and services, as well as to persuade them to purchase. The broad theme of advertising has been examined from many different angles in the marketing literature, ranging from empirically measuring effects of TV ads on sales to analytically characterizing the key economic forces stemming from enhanced targetability in online advertising. The purpose of my dissertation is to study some of the key questions which remain unaddressed in the advertising literature. In the first essay, I examine firms' choices of advertising content in a competitive setting. I demonstrate that competitive forces sometimes induces firms to choose advertising content that shifts consumers' perception of product quality. While this strategy hurts firms in a monopoly setting, it increases their profits under competition because it may increase the utility of their offering in comparison with the competing offering. In the second essay, I investigate the optimal mechanism for selling online ads in a learning environment. Specifically, I show that when ad sellers, such as Google, design their ad auctions, it is optimal for them to favor new advertisers in the auction in order to expedite learning their ad performance. In the third essay, I study the impact of tracking consumers' Internet activities on the online advertising ecosystem in the presence of regulations that, motivated by privacy concerns, endow consumers with the choice to have their online activity be tracked or not. I find that when ad effectiveness is intermediate, fewer ads are shown to opt-in consumers, who can be tracked and have their funnel stages inferred by advertisers, than to opt-out consumers, who cannot be tracked. In this case, consumers trade-off the benefit of seeing fewer ads by opting-in to tracking (positive instrumental value of privacy) with the disutility they feel from giving up their privacy (intrinsic cost of privacy). Overall, these findings shed light on novel strategic forces that provide guidance for marketers' advertising decisions in three distinct contexts.

Security vulnerabilities have a large real-world impact, from ransomware attacks costing billions of dollars every year to sensitive data breaches in government, military and industry. Fuzzing is a popular technique to discover these vulnerabilities in an automated fashion. Industries have poured tons of resources into building large-scale fuzzing factories (e.g., Google’s ClusterFuzz and Microsoft’s OneFuzz) to test their products and make their product more secure. Despite the wide application of fuzzing in industry, there remain many issues constraining its performance. One fundamental limitation is the rule-based design in fuzzing. Rule-based fuzzers heavily rely on a set of static rules or heuristics. These fixed rules are summarized from human experience, hence failing to generalize on a diverse set of programs. In this dissertation, we present an adaptive and effective fuzzing framework in data-driven approach. A data-driven fuzzer makes decisions based on the analysis and reasoning of data rather than the static rules. Hence it is more adaptive, effective, and flexible than a typical rule-based fuzzer. More interestingly, the data-driven approach can bridge the connection from fuzzing to various data-centric domains (e.g., machine learning, optimizations and social network), enabling sophisticated designs in the fuzzing framework. A general fuzzing framework consists of two major components: seed scheduling and seed mutation. The seed scheduling module selects a seed from a seed corpus that includes multiple testcases. Then seed mutation module applies perturbation on the selected seed to generate a new testcase. First, we present Neuzz, the first machine learning (ML) based general-purpose fuzzer that adopts ML to seed mutation and greatly improves fuzzing performance. Then we present MTFuzz, a follow-up work of Neuzz by including diverse data into ML to generate effective seed mutations. In the end, we present K-Scheduler, a fuzzer-agnostic seed scheduling algorithm in data-driven approach. K-Scheduler leverages the graph data (i.e., inter-procedural control flow graph) and dynamic coverage data (i.e., code coverage bitmap) to construct a dynamic graph and schedule seeds by the graph centrality scores on that graph. It can significantly improve the fuzzing performance than the-state-of-art seed schedulers on various fuzzers widely-used in the industry.

This dissertation makes the connection between the human drive, as described by psychoanalysis, to construct God and the construction of the technological entity, Google. Google constitutes the extension of the early Christian period God to the twenty-first century. From the examination of significant religious and theological texts by significant theologians (Augustine, Thomas, Luther, Calvin, etc.) that explain the nature of God, the analogous relationship of God to Google will open a psychoanalytic discourse that answers questions on the current state of human mediation with the world. Freud and, more significantly, Lacan’s work connects the human creation of God, ex nihilio, to Google’s godly qualities and behaviors (omniscience, omnipotence, omnipresence, and omnibenevolence). This illustrates the powerful motivation behind the creation of an all-encompassing physical / earthly entity that includes the immaterial properties of God. Essentially, Google operates as the extension or replacement of the long reigning God in Western culture. Furthermore, the advent of science and technology through rationalism (as outlined by Nietzsche) results in the death of the metaphysical God and the ascension of the technological God. Google offers an appropriate example for study. Moreover, the work of Jean Baudrillard and Marshall McLuhan will further comment on Google as the technological manifestation of God, particularly in its media formulations. Finally, this dissertation concludes with a review that highlights future research with an exploration that foresees the death of Google from the same rational method of inquiry by which the death of God occurred at the end of the nineteenth century. / Includes bibliography. / Dissertation (Ph.D.)--Florida Atlantic University, 2017. / FAU Electronic Theses and Dissertations Collection

Indiana University-Purdue University Indianapolis (IUPUI) / The author employs Hoffman and Ford’s method for analyzing organizational rhetoric to examine the discourse of Google, Inc. Employing a hybrid method, built on rhetorical criticism which incorporates elements of organizational communication theory, the analysis examines identity rhetoric present in Google’s discourse regarding its operations in China. Using this approach, the author leverages the method to critically examine hegemonic aspects of the discourse in order to examine how Google constructs its Western consumer based audience regarding online privacy and free speech.