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Myers, Susan
- A New Domain for Advertising: A Content Analysis of Website Names
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1 Department of Marketing & Management, University of Central Arkansas., US
1 Department of Marketing & Management, University of Central Arkansas., US
Source
International Journal of Marketing and Business Communication, Vol 2, No 2 (2013), Pagination: 10-23Abstract
Although a popular and efficient communication medium, the Internet is no longer a novel concept to advertisers or consumers. This research uses a content analysis to confirm that the use of domain names is widespread and to establish that some companies are investing time and creativity in naming domains. This research employed a content analysis of 1,023 print ads in 15 different magazines. A grounded theory approach was used iteratively to identify 10 underlying themes for website naming. The research uncovered themes that offered functional value to consumers by including information that points them to more specific material along with categories that use a more novel approach to naming websites utilizing current campaigns, promotions, or making clever links to the brand. The themes are discussed in detail along with overall implications for marketing creativity.Keywords
Internet, Branding, Creativity, Advertising, Websites, Novelty, Content Analysis, Domain Name
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- Instagram Engagement with Brands during a Global Pandemic
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Authors
Affiliations
1 Assistant Professor of Marketing, Department of Marketing & Management, University of Central Arkansas,, US
1 Assistant Professor of Marketing, Department of Marketing & Management, University of Central Arkansas,, US
Source
International Journal of Marketing and Business Communication, Vol 10, No 2 (2021), Pagination: 32-39Abstract
Digital channel usage has skyrocketed through the pandemic, while Internet access is evolving into a necessity as people scramble to work, learn, shop, and exist from home. Over 246 million Americans used social networks to post pictures, likes and comments on content, or send private messages (Clement, 2020). Social media platforms allow research to quantify the behavioural component of customer engagement and examine this engagement rate construct within the research. The study gathered posts from the Instagram API for 37 companies and compared the engagement rate before and after the 15-days-to-slow-the-spread announcement was made. Results of a paired samples t-test indicated that engagement rate was higher during the pandemic than before, despite the fact that the number of posts stayed consistent, suggesting that consumers were potentially looking for more information during the crisis. A content analysis of the hashtags in the post found no significant difference in engagement rate for either pandemic-related hashtags or those with a focus on leisure (celebrities and holidays). Results suggest that brands do not need to increase their social media communication during a crisis, and that hashtags alone were not motivators of engagement.Keywords
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