Thesis (M.S..)--Florida State University, 2006. / Advisor: Steven McClung, Florida State University, College of Communication, Dept. of Communication. Title and description from dissertation home page (viewed June 7, 2006). Document formatted into pages; contains vi, 54 pages. Includes bibliographical references.

Thesis (Ph.D.)--McMaster University, 2005. / Advisor: Norman P. Archer. Includes bibliographical references (p. 180-197). Also available via World Wide Web.

Thesis (Ph. D.)--Ohio State University, 2006. / Title from first page of PDF file. Includes bibliographical references (p. 62-69).

Thesis (Ph. D.)--University of Canterbury, 2006. / Typescript (photocopy). Includes bibliographical references (leaves 201-220).

Thesis (Ph. D.)--University of Texas at Austin, 2007. / Vita. Includes bibliographical references.

Whether utilising online or offline communication media, the consumer progresses through specific response phases when being exposed to communication messages that have the intent of moving the consumer to buy a product, use a service or proceed to specific action. The focus of this study is on the online consumer response process. The study firstly commenced with a discussion on the concept of web-based commercial communication (WBCC). The unique characteristics and needs of the online consumer were secondly discussed. Thirdly, the theoretical discussion focussed on, analysed and critically examined advertising response models. Fourthly followed a theoretical discussion on the general theory of consumer response. Theoretical criteria for web-based commercial communication and the consumer response process were fifthly developed. Lastly, the primary research objective of this study was addressed by developing a theoretical framework for the online consumer response process. / Communication / MA (Communication)

The ability to target consumer segments and achieve a match between the product or promotional instrument and the consumer self-concept is stressed in the marketing literature. The online quality of a website has been said to have a positive impact on intention to use a website and perform a search, with preference for a website linked to perceptions of its credibility. Website preferences cam also encourage or discourage consumers’ purchasing intentions and the perceived visual attractiveness of a website is said to have a greater impact on e-loyalty and consumer retention than traditional attributes such as product selection and price. The important impact of preferences necessitates an understanding of the factors in a website that can appeal or not to people. Unfortunately, until as recently as 2004, studies investigating website aesthetics were anchored in the universalist paradigm which assumed that reactions would be universally held rather than differentiated according to demographic variables. A Canadian study in 2005 documented differences in reaction by gender but this study was inadequate in using a single commercial stimulus which had not been selected on any particular basis. Prior to this, research on web aesthetics was rooted in the universalist aesthetic in assuming that a single set of factors would suit all tastes. The overview describes the work by the author to ascertain the extent to which website productions differ by segmentation variables and the extent to which preferences can also be segmented. The author’s work has isolated the impact of segmentation variables (gender, personality and nationality) on website productions and of gender on website preferences and the overview focuses on gender since the impact of this variable has been explored in relation to productions and preferences.

Dissertation submitted in fulfilment of the requirements for the degree Master of Technology: Tourism and hospitality management in the Faculty of Business at the Cape Peninsula University of Technology / This research investigated opinions on two aspects of the World Wide Web as a marketing tool for Rwandan hotels: “Web benefits” as seen by hotels with a Web presence ("adopters"), and “barriers to Web adoption” as seen by hotels without ("non-adopters"). Evidence was collected from a sample of 86 hotels, of which 45 had adopted the Web and 41 had not. Firstly, 86 survey questionnaires were collected and secondly, seven telephone interviews were conducted. They consisted of three Web adopters and four non-adopters. For the survey, open-ended questions were used and a statistical analysis of adopters' opinions depicts the main benefits as being “advertising and promoting”, “providing hotel information”, “communicating better”, “providing online reservation”, “saving cost and time” and “being free from borders”. Importantly, respondents' data also indicates that they considered “increasing business” and “providing competitive advantage” as benefits. In the research results, the latter are considered as the high-end benefits of any marketing effort with “increase in business” depending on “competitive advantage”. The same was done with barriers to Web adoption and a statistical analysis depicts the main barriers as being “high cost of Web implementation”, “lack of external Internet infrastructure”, “lack of IT skills and knowledge”, “perceived costs and benefits”, “lack of top management support” and “lack of awareness about business opportunities and benefits of Web marketing”. The analysis of the interviews reveals that “Web benefits” came through strongly in the qualitative content analysis. The most mentioned benefit was “increasing business”. “Providing hotel information”, “saving cost and time”, “providing online reservation”, “transactions at global level”, “advertising and promoting” and “providing online payment” were also mentioned. Details will be found in the chapter dealing with research results. Further, the interviews reveal that Web adopters were satisfied and generally achieved the benefits they expected from Web adoption; no disbenefits were expressed. On the side of the non-adopters, the interviews reveal that even though they had no website, they believed that Web marketing would be beneficial in terms of marketing, especially for advertising. For a more effective implementation of Web marketing among Rwandan hotels, the researcher provides recommendations to the identified key stakeholders. Also, the researcher recommends further studies, on the use of Internet and Web marketing among Rwandan hotels.

Thesis (MTech (Marketing Management))--Cape Peninsula University of Technology, 2008 / The research study provides an overview of the deployment of marketing by architectural practices in the Western Cape. It furthermore illustrates how the Internet is being utilised and establishes the motivations behind Web presence or its lack thereof. In recent years, an increasingly competitive landscape in the service industry, transformation in consumer buying behaviour, as well as deregulations in the professional service environment, such as the relaxation of advertising bans, make marketing an increasingly important competitive tool for architectural service providers in South Africa. However, due to the notable status and previous restrictions associated with the profession, many architectural practices are still reluctant to engage in marketing activities to promote their firms, remaining largely reactive and preserving a myopic view of marketing. In particular the use of the Internet is deemed to be a less required facet in the application of the marketing mix in this industry, which can mainly be attributed to the service provider’s lack of time and skill in this area of expertise. However, the literature suggests that the Internet can increase the opportunity for differentiation within the professional service environment, and from the marketer’s perspective, there is a considerable potential in the future profitability of marketing and Internet developments for this industry sector. Moreover, the trend that more consumers are adopting the Internet as a primary source for information emphasises the importance for architectural practices to adopt a holistic marketing approach that includes the Internet. The study revealed that there is generally a positive sentiment towards marketing, and the adoption of a Website in particular. Overall, however, most respondents seem to lack the understanding that a Website’s relative contribution to the service product and marketing success is determined by its role in the overall strategic direction of their business. A more focused marketing approach could result in a greater competitive advantage in an industry that is characterised by very low levels of differentiation. Due to the fact that professional service providers still tend to be reluctant to engage in marketing activities, it is recommended that marketing and Internet professionals start developing industry related offerings, taking into account above mentioned considerations, to proactively approach architectural practices. Furthermore, industry specific education on the benefits of marketing and the Internet to the architectural service industry, facilitated by governing bodies, marketing and IT professionals, could assist in shifting negative perceptions and bringing the marketing and architectural industry closer together, thereby encouraging mutually beneficial business relationships

The Internet has provided marketing with many new tools and given old tools new or improved meanings. The Net poses tremendous challenges for scholars in many lines of research, from usability studies and consumer behaviour research to marketing and advertising research. Because the World Wide Web (the Web) presents a fundamentally different environment for marketing activities than traditional media, conventional marketing activities are being transformed, as they are often difficult to implement in their present form. This means that in many cases these marketing activities have to be reconstructed in forms more appropriate for the new medium. A lot of technological changes have affected the marketing environment of today. Companies must adapt to these changes in order to improve their marketing strategies. This has, among other things, resulted in an emphasis on relationship marketing. The purpose of this thesis is to explore what strategies are used in practice by companies in order to market and promote their products and services by using their Web sites as well as to build effective Customer Relationship Management (CRM). In order to fulfil the research purpose, interviews were conducted at a number of companies (medium and large), and questionnaires were mailed to various companies in the motor retail industry. The result shows that a company can use traditional as well as online marketing and promotion strategies when conducting business. This can also help companies to gain better relations with their customers. The different marketing and promotion strategies are useful for attracting new business as well as maintaining and stimulating existing relations. The research problem addressed in this study was to determine the factors that are effective in marketing and promoting of Web sites as well as the methods used in building CRM.