Thesis (doctoral)--Techn. Universiẗat, Braunschweig, 2004.

Thesis (M. Com. (Communication Management))--University of Pretoria, 2003. / Includes bibliographical references. Available on the Internet via the World Wide Web.

Thesis (MTech (Business Information Systems))--Cape Peninsula University of Technology, 2005 / Where customers have freedom of choice, their level of satisfaction will determine if they are loyal, long-term and profitable customers. If customers are not satisfied they will take their business elsewhere. The increase in the level of satisfaction in key element areas would increase overall customer satisfaction and increase customers' future behaviours such as purchasing on the Internet and recommending the e-retail websites to others. This thesis also explains in the previous chapters that early adopters of eretailing exhibited more of the elements of service transactions than goods transactions and that these elements best explain the e-retailer-consumer relationship. Creating the trust between a customer and its service provider {e-retailer} is one of the key factors in ensuring customer loyalty and retention. Other challenges that were discussed include controlling customer data, integrating on-offline orders, delivering goods cost effectively and handling of returns. Strategies e-retail businesses implement and use in improving product and service quality, gain market share and maintain greater customer loyalty were discussed in this research. If the e-retail businesses can continue to improve consumers' satisfaction they will be rewarded with continued improvement in overall customer satisfaction, customer loyalty and retention and increase profitability. While the Internet certainly poses new challenges for e-retailers, and offers them invaluable new tools, a spate of new research suggests that there is no reason for traditional retailers to consider themselves doomed. The big question is: how does Internet technology assist e-retail businesses to create loyal e-customers?

M.A. (Communication) / The information age we find ourselves in require a different approach to advertising than the traditional advertising approach we are used to. Messages will no longer be placed in order to reach a mass audience, but to reach a very closely defined audience. Products and services will be customised to meet individual needs and the relationship with the consumer will be the key to success in a global economy. We are moving towards a many-to-many model of communication. The Internet should not be used as an advertising medium on its own, but as part of a total communications strategy. It should be used as an extention to traditional advertising mediums and as a way of supplying a niche audience with information relating to them specifically. A large variety of companies see the Internet as an essential part of their marketing strategies and there exists a number of ways in which one can advertise on the Internet. The nature of the Internet makes it ideal for building relationship consumers and supply them with otherwise unavailable information: In traditional advertising there exists a distinct difference in the way low and high involvement products are advertised. High involvement purchase decisions usually require large amounts of information while low involvement purchases are usually impulse or habitual buys. This has resulted in a distinct difference in methods of advertising used for high and low involvement products. The question arises as to whether the same is true for advertising on the Internet. This aspect are discussed in detail and the conclusion arrived at is that it is true to a certain extent. However, if advertising on the Internet is to become an essential media element to all campaigns, new principles will have to be drawn up in order to guide advertisers on how to use the Internet as an effective advertising medium.

M.Comm. / The communication infrastucture that the Internet provides offers immediate access to the global marketplace and numerous business resources. Many global businesses have already found the Internet to be an extremely costeffective way of reaching customers and obtaining information regarding products, markets and competitors. South African marketers should also consider using cybermarketing to obtain useful information, and to reach, communicate and sell to current and potential customers. Cybermarketing is seen as a new style of marketing because of the multiple differences between cybermarketing and traditional marketing. Businesses will find that mastering the communications culture on the Internet is a valuable step in designing an innovative marketing strategy. The Internet is not just another promotional tool, but also a valuable source of information for the entire marketing process of an organisation. The key to cybermarketing success is therefore to integrate the new on-line activities with the existing traditional marketing efforts. In this study the focus is on the Internet as a new marketing tool and it's potential influence on the main elements of an organisation's traditional marketing strategy. The main goal of the study is to determine the role the Internet can play in the marketing strategy of an organisation. To support the main goal, the following specific objectives are pursued: • To gain a marketing perspective about the Internet as a "Superhighway" and its strategic value. • To investigate the nature of the information the Internet can provide for various sections of a business' marketing plan. The role of Cybermarketing in the marketing process of an organisation XI • To investigate the role of the Internet in a business' integrated marketing communication mix. • To identify the critical success factors when designing a cybermarketing communication strategy. • To investigate the extent of the current cybermarketing participation in the South African business environment. This study starts with a literature overview, analysing the traditional marketing and communication strategy of a business, and the characteristics, marketing functions and commercial use of the Internet. The primary data for this study was collected according to a descriptive research design. The most relevant method for obtaining primary data for this study was surveys. A questionnaire was used to provide an orderly and structured approach to data gathering. The target population for this study included all South African organisations that were conducting business in South Africa in 1999. The respondents were the marketing manager or the information technology manager of each organisation. The data for this study were analysed and reported in terms of frequencies and cross-tabulations. Final conclusions and recommendations were derived from this analysis. It was found that South African organisations mainly use the Internet in the internal environment and have not yet explored the opportunities of the Internet as a macro-environmental scanning tool. South African organisations also mainly use the Internet for information purposes. This objective results in their cybermarketing strategies being information-based and does not create opportunities for expanding their market to global borders by selling their product and service offerings to the international market.

Consumers’ attitudes are changing toward brands, and their acceptance of traditional “push” advertising has diminished. Social media has created and connected a network of consumers who can easily collaborate with one another. This collaboration and constant conversation between customers builds trust within the network which, in turn, can create opportunities for brands but could also affect their reputation. This descriptive study seeks to understand whether South African marketers perceive social media as a threat to their brands and, if so, how they are engaging with their consumers. It also tries to identify whether they will increase collaboration and the use of social networks in the future. A web survey was sent out to advertising, media and PR agencies as well as to people working for a company that advertises its own products or services. This survey was done to determine what impact social media has on the brand or company; how marketers are embracing social media, and whether marketers feel that that they will spend more time on planning for social media in the future. It was found that marketers have embraced social media and have determined the opportunities that this channel has to offer. They have not established the threats that can be made to the reputation of the brand. Marketers have agreed that more time will be spent on social media in the future. / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

Last two years was not only the Czech new cars market greatly suppressed by the global economic crisis. Especially in this time was necessary for the survival advantage using all the possible tools that could help sustain sales. This thesis aims to completely map the ever-evolving internet marketing, both in terms of actual campaigns, internet advertising theory and practical experience in the course of writing the work yet to be tried and evaluated realistically. The work will analyze the various competing campaigns and evaluate their success on which we get to the comparison of theoretical and real effective campaign plane.

Every local government make all-out efforts to hold different kinds of art festivals in order to present their local cultural characteristics every year, such as Kaohsiung Zuoying Quarter Million Art Festival and Pingtung Back Tuna Art Festival. However, the impact of suspension of Yilan International Children's Folklore and Folkgame Art Festival is obvious. Based on my observation of field studies, the intense contrast between blossom of Kaohsiung Zuoying 2008 Quarter Million Art Festival and downfall of Pingtung Back Tuna Art Festival comes from whether the art festival is unique or not. Copy is the main reason for failure of art festivals. In the past, few studies focus on applying internet marketing strategy to promote every local government art festivals and studying its application and effects. That is why the purpose of this study is based on the case of Kaohsiung Dashu Township Lai Fung Art Festival in order to gather internet marketing strategy, the relative information on marketing tools and opinion of participants from in-depth interviews and analysis of documents. Therefore, after collecting results of interviews and comparing them with other relative studies and my observation, this study reveals the internet marketing strategy for Kaohsiung Dashu Township Lai Fung Art Festival. The main focuses of this studies are as follow, (a) finding the track of internet marketing strategy (b) local government marketing strategy and its relationship with internet marketing tools (c) how local government use its internet to set up effective marketing strategy (d) the impact internet marketing tools bring to Kaohsiung Dashu Township Lai Fung Art Festival (e) according to results of interviews and the needs of interviewees to set up websites, blogs shopping platforms and nature ranking of keywords search in order to assist Kaohsiung Dashu Township Lai Fung Art Festival promotion, advance development of local economy, improve the marketing channels of local agriculture products and farmers¡¦ life.

Zhu, Yi. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2011. / Includes bibliographical references (p. 136-148). / Abstracts in English and Chinese. / Abstract --- p.i / Acknowledgement --- p.vi / Chapter 1 --- Introduction --- p.1 / Chapter 1.1 --- Overview --- p.1 / Chapter 1.2 --- Motivations of Detecting Commercial Intention --- p.4 / Chapter 1.3 --- Problem Definition for Commercial Intention Detection --- p.6 / Chapter 1.4 --- Contributions --- p.8 / Chapter 1.5 --- Thesis Organization --- p.9 / Chapter 2 --- Literature Review --- p.12 / Chapter 2.1 --- Twitter and Tweets Analysis --- p.13 / Chapter 2.2 --- Intention Detection --- p.17 / Chapter 2.2.1 --- User Intention Mining --- p.17 / Chapter 2.2.2 --- Commercial Intention Mining --- p.18 / Chapter 2.3 --- Similar Task: Opinion Mining --- p.18 / Chapter 2.4 --- NLP Techniques for Commercial Intention Detection --- p.20 / Chapter 2.4.1 --- Words Semantic Similarity --- p.21 / Chapter 2.4.2 --- Short Text Similarity --- p.25 / Chapter 2.5 --- Hierarchical Classification --- p.26 / Chapter 2.5.1 --- Hierarchical Classifiers Overview --- p.26 / Chapter 2.5.2 --- Construction of Hierarchy --- p.27 / Chapter 2.5.3 --- Taxonomy of Hierarchical Classification --- p.28 / Chapter 3 --- System Overview --- p.31 / Chapter 3.1 --- Feasibility of Commercial Intention Detection --- p.31 / Chapter 3.2 --- System Design and Architecture --- p.33 / Chapter 3.3 --- Components of READ-MIND --- p.35 / Chapter 3.3.1 --- Preprocessing --- p.35 / Chapter 3.3.2 --- Centroid Word Locator --- p.37 / Chapter 3.3.3 --- Commercial Intention Detector --- p.38 / Chapter 3.3.4 --- Tweet Classifier --- p.40 / Chapter 3.3.5 --- Advertisement Mapping --- p.41 / Chapter 3.4 --- System Work Flow --- p.42 / Chapter 3.4.1 --- System Dataflow and Controlflow --- p.42 / Chapter 3.4.2 --- User Interface --- p.42 / Chapter 3.5 --- System Speed Up --- p.43 / Chapter 3.6 --- Summary --- p.45 / Chapter 4 --- Natural Language Processing on Tweets --- p.46 / Chapter 4.1 --- NLP Techniques in READ-MIND --- p.46 / Chapter 4.2 --- Centroid Word Locator --- p.47 / Chapter 4.2.1 --- Centroid Word --- p.47 / Chapter 4.2.2 --- Locating Centroid Word --- p.48 / Chapter 4.2.3 --- Centroid Word Pair --- p.50 / Chapter 4.2.4 --- Locating Centroid Word Pair --- p.54 / Chapter 4.3 --- Semantic Relatedness Between Tweets --- p.59 / Chapter 4.3.1 --- Relatedness with a Words Set --- p.60 / Chapter 4.3.2 --- Relatedness between Tweets --- p.62 / Chapter 4.3.3 --- Words Similarity --- p.63 / Chapter 4.4 --- Summary --- p.65 / Chapter 5 --- Tweets Classification --- p.66 / Chapter 5.1 --- Two Stages of Tweets Classification --- p.66 / Chapter 5.2 --- Commercial Intention Detector --- p.68 / Chapter 5.2.1 --- Intuitive Method --- p.68 / Chapter 5.2.2 --- Binary Classification --- p.70 / Chapter 5.3 --- Tweet Categorization --- p.72 / Chapter 5.3.1 --- Build Hierarchical Classifier --- p.73 / Chapter 5.3.2 --- Hierarchical Classification --- p.81 / Chapter 5.4 --- Summary --- p.83 / Chapter 6 --- Empirical Study --- p.84 / Chapter 6.1 --- Objective of Empirical Study --- p.84 / Chapter 6.2 --- Experiment Setup and Evaluation Methodology --- p.85 / Chapter 6.2.1 --- Simulation Environment --- p.85 / Chapter 6.2.2 --- Tweets Data Set --- p.86 / Chapter 6.2.3 --- Labeling Process --- p.87 / Chapter 6.2.4 --- Evaluation Methodology --- p.88 / Chapter 6.3 --- Compare Algorithms in Components --- p.90 / Chapter 6.3.1 --- Centroid Word VS. Centroid Word Pair --- p.91 / Chapter 6.3.2 --- Semantic Similarity Comparison --- p.92 / Chapter 6.3.3 --- Methods in Commercial Intention Detector --- p.93 / Chapter 6.3.4 --- Structure of Hierarchy --- p.94 / Chapter 6.3.5 --- Training Source of Tweets Classifier --- p.95 / Chapter 6.3.6 --- Summary --- p.96 / Chapter 6.4 --- Parameter Settings Comparison --- p.97 / Chapter 6.4.1 --- Impact of Varying Parameters --- p.97 / Chapter 6.4.2 --- Discussion on Parameter Setting --- p.98 / Chapter 6.5 --- Comparison of READ-MIND and Baseline Method --- p.100 / Chapter 6.6 --- Time Cost Analysis --- p.101 / Chapter 6.6.1 --- Time Cost to Process Tweets --- p.101 / Chapter 6.6.2 --- Comparison with Baseline --- p.102 / Chapter 6.6.3 --- Analysis on Real-Time Property --- p.103 / Chapter 6.7 --- TCI Categories Comparison --- p.106 / Chapter 6.7.1 --- Results for Different TCIs --- p.106 / Chapter 6.7.2 --- Comparison of Different TCIs --- p.107 / Chapter 6.8 --- Summary --- p.108 / Chapter 7 --- Conclusion --- p.109 / Chapter 7.1 --- Conclusion --- p.109 / Chapter 7.2 --- Future Work --- p.111 / Chapter A --- List of Abbreviations --- p.112 / Chapter B --- List of Symbols --- p.114 / Chapter C --- Proof --- p.117 / Chapter D --- System Work Flow --- p.120 / Chapter E --- Algorithms --- p.123 / Chapter F --- Detailed Experimental Results --- p.129 / Bibliography --- p.136

With the increased popularity of the Internet, many studies have shown that stores with hifger customer loyalty usually have higher return. It is, therefore, interesting to build brand and store loyalty for Internet-based electronic stores. The customer loyalty on the Internet is called e-loyalty. Although scholars have paid attentions to the factors that may affect e-loyalty, most of them focus on a certain aspect of e-loyalty. There is a need to put together an integrated framework of e-loyalty. In this study, previous literature related to the topic is reviewed to propose a framework of four influential factors. They are web design, customer service, e-trust and brand building. In order to understand whether different kinds of e-stores would affect the power of different factors, the study uses ¡§store type¡¨ as a moderating variable. An empirial study was conducted to test our model. The results show that major factor that impacts e-satisfaction is e-trust. Web design ranked second; customer service and brand building were the third and the forth, respectively. The effects of four influential factors differ for the different types of e-stores, which indicates the moderating effect of stoer types.