by Cheung Wai-Leung, Shao Yuk-Yin Rebecca. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (p. 75). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / Chapter CHAPTER 1 --- BACKGROUND AND RESEARCH OBJECTIVE --- p.1 / Marketing Opportunities --- p.2 / Research Objective --- p.3 / Hindrance one - Web traffic --- p.3 / Hindrance two - Web measurement --- p.3 / Hindrance three - Web advertising know-how --- p.4 / Research Methodology --- p.4 / Literature review and WWW search --- p.4 / Survey on Web Promotion Strategy in Greater China --- p.5 / Research Limitation --- p.6 / Chapter CHAPTER 2 --- ENVIRONMENTAL ANALYSIS ON WEB PROMOTION STRATEGY --- p.7 / Hong Kong --- p.8 / China --- p.9 / Taiwan --- p.11 / Chapter CHAPTER 3 --- INTERNET AS A MARKETING MEDIUM --- p.13 / SWOT analysis on the internet as a marketing media --- p.13 / Marketing Resources on The Internet --- p.16 / Web Site Promotion Methods and Tools --- p.16 / Measurement --- p.33 / Chapter CHAPTER 4 --- ANALYSIS ON FACTORS AFFECTING WEB SITE PROMOTION --- p.40 / Company Profile --- p.40 / Types of On-line Business --- p.40 / Company Resources and Capabilities --- p.44 / Product Profile --- p.44 / Consumer Profile --- p.47 / Types of Searching Behaviors --- p.49 / Web Site Promotion Objective --- p.50 / Evaluation of Web Promotion Tools --- p.50 / Reach --- p.50 / Efficiency --- p.51 / Chapter CHAPTER 5 --- THE FORMULATION OF THE WEB SITE PROMOTION STRATEGY --- p.57 / Company Resources --- p.60 / Chapter CHAPTER 6 --- SURVEY FINDINGS --- p.61 / Observations on the Web Site Promotion Tools --- p.62 / The Airline --- p.64 / The TV --- p.65 / The Hotel --- p.65 / The Florist --- p.66 / The Bookstore --- p.67 / The Media --- p.68 / The Org --- p.69 / The ISP --- p.69 / Observations on the Web Traffic Measurement strategy --- p.70 / Observations on the overall web promotion strategy --- p.70 / Observations about Internet marketing development in the region --- p.71 / Chapter CHAPTER 7 --- CONCLUSION --- p.72

by Ho, Wai-Sum Shirley. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 70-71). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF ILLUSTRATIONS --- p.vii / LIST OF TABLES --- p.viii / PREFACE --- p.ix / Chapter / Chapter 1. --- WHAT PEOPLE DO IN THE INTERNET --- p.1 / Introduction --- p.1 / What the Internet can do for Businesses --- p.1 / What Individuals Can Achieve in the Net --- p.5 / Chapter 2. --- INTERNET STATISTICS AND THE SOCIAL PERCEPTION ON IT --- p.8 / Introduction --- p.8 / The World-wide Coverage --- p.8 / Survey on Internet User Statistics --- p.10 / Market Size of the Internet in Various Aspects --- p.16 / Chapter 3. --- THE BUSINESS MODEL OF AN ISP - THE BREAD AND BUTTER AS WELL AS THE COSTS --- p.19 / Introduction --- p.19 / An ISP's Revenues and Costs --- p.19 / Chapter 4. --- THE ECONOMIES OF INTERNET MARKETING AND ADVERTISING --- p.24 / Introduction --- p.24 / Statistics on Web Advertising and Internet Shopping --- p.21 / Internet Marketing --- p.28 / Chapter 5. --- THE ECONOMIC IMPACT OF THE INTERNET TO MODERN SOCIETY --- p.30 / Introduction --- p.30 / Today's Internet Economy --- p.31 / What Directions is the Internet is Headed --- p.32 / Structure of the Internet Economy --- p.34 / Who are Likely to Make Money ？ --- p.36 / How Companies' Core Businesses will be Affected --- p.38 / Impact on the Core Economy --- p.40 / Chapter 6. --- INFLUENCE OF THE INTERNET - PRESENT AND PREDICTION FOR THE FUTURE --- p.44 / Introduction --- p.44 / How Companies will be Affected --- p.45 / Predictions for the Near Future (1 or 2 years) --- p.45 / Chapter 7. --- AN EMERGING BUSINESS OF INTERNET EXTENSION -INTRANET --- p.52 / Introduction --- p.52 / The Relationship and Difference between Internet and Intranet --- p.53 / "The Intranet Causes Information Access to be Faster, Better, and More Economical" --- p.54 / Why do Corporations use Intranets as their Means Inter-branch Communications ？ --- p.55 / Intranet for Low Cost International Communication --- p.57 / Putting the Data Warehouse on the Intranet --- p.58 / Case Study: The Intranet Slashing the Cost of Business --- p.59 / Chapter 8. --- CONCLUSION --- p.64 / The Economic Sphere of Influence of the Internet --- p.64 / Intranet - Business with Prosperous Future --- p.66 / APPENDIX1 --- p.67 / WHO IS WHO IN HONG KONG´ة S INTERNET COMMUNITY --- p.67 / BIBLIOGRAPHY --- p.70

by Ho Wai Shun, Ng Hung Kin, Terence. / Includes questionnaire. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (leaves 66-67). / TABLE OF CONTENTS --- p.III / LIST OF ILLUSTRATIONS --- p.IV / LIST OF TABLES --- p.V / Chapter / Chapter I. --- Introduction --- p.1 / Commercial Usage of the Internet --- p.1 / Internet as Advertising Medium --- p.5 / What is the Problem of Using Internet as Advertising Media --- p.7 / Objectives of the project --- p.7 / Chapter II. --- Conceptual Framework and Model --- p.9 / Factors affecting consumers' responses towards Advertisements in the Internet --- p.9 / Causal Relationship among Consumers' Responses --- p.10 / The Conceptual Model and Hypotheses --- p.12 / Conceptual Model --- p.12 / Hypotheses --- p.13 / Chapter III. --- Methodology --- p.15 / Research Design : Laboratory Experiment --- p.15 / Creating up the Experimental Web Site --- p.16 / Sample and Sampling Procedure --- p.17 / The Sample --- p.17 / Sampling Procedure --- p.19 / Data Collection Method --- p.20 / Operationization of Constructs --- p.21 / Data Analysis --- p.24 / MANOVA --- p.24 / Path Analysis (LISREL 8) --- p.24 / Chapter IV. --- "Results, Analysis and Discussion" --- p.26 / MANOVA Analysis --- p.26 / Path Analysis --- p.29 / Discussion --- p.31 / Chapter V. --- Conclusion and Managerial Implications --- p.32 / APPENDIX --- p.36 / BIBILIOGRAPHY --- p.66

Liu, Jian. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2010. / Includes bibliographical references (p. 86-91). / Abstracts in English and Chinese. / Chapter 1 --- Introduction of Matching Mechanisms --- p.1 / Chapter 1.1 --- Background for College Admissions Problem --- p.1 / Chapter 1.2 --- Background for Internet Advertising Market --- p.3 / Chapter 2 --- Application I: College Admissions Problem Revisited --- p.6 / Chapter 2.1 --- Three Basic Mechanisms --- p.6 / Chapter 2.1.1 --- Boston Mechanism --- p.7 / Chapter 2.1.2 --- Gale-Shapley Student Optimal Mechanism --- p.9 / Chapter 2.1.3 --- Top Trading Cycles Mechanism --- p.11 / Chapter 2.2 --- College Admissions Mechanisms Around the World --- p.12 / Chapter 2.2.1 --- Serial Dictatorship in Turkey --- p.13 / Chapter 2.2.2 --- JUPAS in Hong'Kong SAR --- p.14 / Chapter 2.2.3 --- College Admissions in Mainland China --- p.16 / Chapter 2.3 --- Generalized Model for College Admissions: JUPAS Revisited --- p.19 / Chapter 2.4 --- Extension to Marriage Problem --- p.23 / Chapter 2.5 --- Strategy Analysis in Extended Marriage Problem --- p.27 / Chapter 2.6 --- Strategy Analysis in JUPAS --- p.30 / Chapter 2.7 --- Efficiency Investigation via Simulation --- p.33 / Chapter 2.7.1 --- Efficiency Definition --- p.33 / Chapter 2.7.2 --- Simulation Design --- p.36 / Chapter 2.7.3 --- Simulation Results --- p.38 / Chapter 3 --- Application II: Search Engines Market Model --- p.42 / Chapter 3.1 --- The Monopoly Market Model --- p.42 / Chapter 3.1.1 --- The Ex Ante Case --- p.43 / Chapter 3.1.2 --- The Ex Post Case --- p.45 / Chapter 3.1.3 --- Formulated As An Optimization Problem --- p.51 / Chapter 3.2 --- The Duopoly Market Model --- p.54 / Chapter 3.2.1 --- Competition for End Users in Stage I --- p.54 / Chapter 3.2.2 --- Competition for Advertisers in Stage II and III --- p.57 / Chapter 3.2.3 --- Comparison of Competition and Monopoly --- p.65 / Chapter 3.3 --- Numerical Results and Observations --- p.70 / Chapter 3.3.1 --- Baseline Setting --- p.71 / Chapter 3.3.2 --- Effect of Supplies --- p.74 / Chapter 3.3.3 --- Effect of Discount Factors --- p.75 / Chapter 4 --- Related Work --- p.78 / Chapter 5 --- Summary and Future Directions --- p.83 / Bibliography --- p.86

Thesis (M.S.)--Rochester Institute of Technology, 2009. / Typescript. Includes bibliographical references (leaves 41-43).

Thesis (Ph. D.)--University of Missouri-Columbia, 2003. / Typescript. Vita. Includes bibliographical references (leaves 94-105). Also available on the Internet.

Thesis (Ph. D.)--University of Missouri-Columbia, 2003. / Typescript. Vita. Includes bibliographical references (leaves 94-105). Also available on the Internet.

Thesis (M.S.)--West Virginia University, 2003. / Title from document title page. Document formatted into pages; contains iii, 49 p. Includes two sample banner ads: one animated and one content-specific. Vita. Includes abstract. Includes bibliographical references (p. 34-37).

Advances in information technology have created radically new business models, most notably the integration of advertising with keyword-based targeting, or "keyword advertising." Keyword advertising has two main variations: advertising based on keywords employed by users in search engines, often known as "sponsored links," and advertising based on keywords embedded in the content users view, often known as "contextual advertising." Keyword advertising providers such as Google and Yahoo! use auctions to allocate advertising slots. This dissertation examines the design of keyword auctions. It consists of three essays. The first essay "Ex-Ante Information and the Design of Keyword Auctions" focuses on how to incorporate available information into auction design. In our keyword auction model, advertisers bid their willingness-to-pay per click on their advertisements, and the advertising provider can weigh advertisers' bids differently and require different minimum bids based on advertisers' click-generating potential. We study the impact and design of such weighting schemes and minimum-bids policies. We find that weighting scheme determines how advertisers with different click-generating potential match in equilibrium. Minimum bids exclude low-valuation advertisers and at the same time may distort the equilibrium matching. The efficient design of keyword auctions requires weighting advertisers' bids by their expected click-through-rates, and requires the same minimum weighted bids. The revenue-maximizing weighting scheme may or may not favor advertisers with low click-generating potential. The revenue-maximizing minimum-bid policy differs from those prescribed in the standard auction design literature. Keyword auctions that employ the revenue-maximizing weighting scheme and differentiated minimum bid policy can generate higher revenue than standard fixed-payment auctions. The dynamics of bidders' performance is examined in the second essay, "Keyword Auctions, Unit-price Contracts, and the Role of Commitment." We extend earlier static models by allowing bidders with lower performance levels to improve their performance at a certain cost. We examine the impact of the weighting scheme on overall bidder performance, the auction efficiency, and the auctioneer's revenue, and derive the revenue-maximizing and efficient policy accordingly. Moreover, the possible upgrade in bidders' performance levels gives the auctioneer an incentive to modify the auction rules over time, as is confirmed by the practice of Yahoo! And Google. We thus compare the auctioneer's revenue-maximizing policies when she is fully committed to the auction rule and when not, and show that she should give less preferential treatment to low-performance advertisers when she is fully committed. In the third essay, "How to Slice the Pie? Optimal Share Structure Design in Keyword Auctions," we study the design of share structures in keyword auctions. Auctions for keyword advertising resources can be viewed as share auctions in which the highest bidder gets the largest share, the second highest bidder gets the second largest share, and so on. A share structure problem arises in such a setting regarding how much resources to set aside for the highest bidder, for the second highest bidder, etc. We address this problem under a general specification and derive implications on how the optimal share structure should change with bidders' price elasticity of demand for exposure, their valuation distribution, total resources, and minimum bids. / text

published_or_final_version / Business / Doctoral / Doctor of Philosophy