V marketing is a form of peer-to-peer communication in which individuals are encouraged to pass on promotional messages within their social networks. Conventional wisdom holds that the viral marketing process is both random and unmanageable. In this paper, we deconstruct the process and investigate the formation of the activated digital network as distinct from the underlying social network. We...

Theoretically, Social Networks offer prospective opportunities for marketing activities. Large audiences spend a considerable amount of time in such networks and disclose significant amounts of personal data, which could serve as a foundation for highly targeted online marketing campaigns. However, by now, Social Networks did not actually succeed in turning these potentials into substantial rev...

email marketing is increasingly recognized as an effective internet marketing tool. in this study, a questionnaire is constructed and distributed to a sample of 146 prospects of aditi technologies to find the factors associated with higher response rates. the collected data is analyzed using factor analysis and the 11 factors, from line, subject line, personalization of the subject line, timing...

Online social networks have become a favorite platform for marketers and advertisers. Due to the wide reach of these networks and low cost of advertisement, there has been an upsurge of marketing and advertising campaigns on social media. Social networks like facebook, twitter and google+ possess the capability to quickly turn any piece of information viral, thus increasing its impact. However,...

A marketing planning framework to aid political parties in improving their image and co-ordinating election campaigns has been developed to reflect the changing nature of electoral campaigning in the developed world towards the need for more long-term planning; together with the development and implementation of marketing models in a wider sphere of social situations. The planning model has bee...

We use geometric multivariate data analysis which has been termed a methodology for both the visualization and verbalization of data. The general objectives are data mining and knowledge discovery. In the first case study, we use the narrative surrounding very highly profiled tweets, and thus a Twitter event of significance and importance. In the second case study, we use eight carefully planne...

Search engine marketing is currently the most popular form of online advertising. Many advertising agencies and bloggers claim that the success of search engine marketing is driven by the ‘‘long tail”, defined in this research as the many less popular keywords employed by users to search the Internet, and suggest that search engine marketing campaigns need to have hundreds or thousands of keywo...

Purpose – This study sets out to make in-depth comparisons between major political campaigns in the UK and Taiwan, and generate contemporary insights into the creative development process, the working relationships between campaign managers and professional agencies, and the “spin doctor” phenomenon, all through the eyes of very senior professionals. Design/methodology/approach – Material gathe...

The Google Online Marketing Challenge is an ongoing collaboration between Google and academics, in order to give students experiential learning. The Challenge gives student teams $US200 in AdWords, Google’s flagship advertising product, to develop online marketing campaigns for actual businesses. The end result is an engaging in-class exercise that provides students and professors with an excit...