Generating Return Vistor Website Traffic

Revisit traffic into a website arises when the consumer is in pursuit of website offerings that are sufficiently in line with their motivations and/or with their desired outcomes. This one hundred week study upgrades and changes a business website over time. In six stages, the website is changed from static to interactive environments. At each website change the levels of functionality, interactivity and/or external post are altered to determine their effect on website traffic. Findings offered herein suggest a website’s consumer targeting should be monitored from multi-perspectives

Engaging customers and the public profile via social networking and micro-blogging websites

Includes abstract.Includes bibliographical references.Online social networks and micro-blogs are becoming increasingly important to organisationswithin the marketing process enabling business to conduct marketing research, marketingcommunications and customer service. There remains paucity in the body of knowledge as tohow organisations in South Africa are using specific social media technologies to conductsocial media marketing. This research report takes a specific focus on the micro-blogging andsocial networking phenomena and addresses the problem: What are the differences betweenorganisations utilizing social networking and those utilizing micro-blogging, to conductmarket research, marketing communications and deal with customer complaints in SouthAfrica?A review of the literature informed the research study that organisations use a variety of toolsand techniques in researching customers on social media platforms. Micro-blogging andsocial networking services were found to be valid channels for organisations to communicatemarketing information as well as deal with customer complaints due to product/serviceproblems. The study design allowed the collected data to be quantitatively analysedmeasuring independence between organisations using micro-blogging and social networkingservices within the marketing process

Rising tides? Data capture, platform accumulation, and new monopolies in the digital music economy

This article examines the roles of platform-based distribution and user data in the digital music economy. Drawing on trade press, newspaper coverage, and a consumer privacy complaint, we offer a critical analysis of tech-music partnerships forged between Samsung and Jay-Z (2013), Apple iTunes Store and U2 (2014), Tidal and Kanye West (2016), and Apple Music and Drake (2017). In these cases, information technology (IT) companies supported album releases, and music was used to generate user data and attention: logics of data and attention capture were interwoven. The IT and music industries have adapted their business strategies to what we conceptualize as platform-based capital accumulation or ‘platform accumulation’, and models centred on controlling access and extracting rent have enabled the emergence of new monopolies and IT gatekeepers

HOW CAN PRODUCT TEXT SNIPPETS BENEFIT FROM ONLINE CUSTOMER REVIEWS?

Product text snippets should highlight the product features that are appealing to customers. Nevertheless, the features in current product snippets mainly are often decided based on the understanding of vendors or advertisers, and may fail to contain the features appealing to customers. This paper investigates how product text snippets generation can benefit from online customer reviews. In doing so, an automated method is designed, in which features and the opinions are extracted from online reviews, and are further used for product text snippet generation. To verify the effectiveness of the proposed method, we conduct two experiments and the results show that the extracted features and the snippet are effective in inviting potential customers, compared with the baseline ones. Experimental results demonstrate that 1) the extracted features are more appealing to customers; and 2) the snippets generated based on the extracted features are more likely to be clicked

Dynamic Optimal Pricing Strategies for Knowledge-Sharing Platforms

The sharing economy is a fast-growing business model, and the sharing resources have crept from physical assets (e.g., vehicles and houses) to intangible assets (e.g., skills and knowledge). Online knowledge-sharing platforms allow sharers to offer knowledge products in various forms and can generate revenue through charging users subscription and/or transaction fees. How to charge bilateral users is an essential and complex decision-making problem that puzzles knowledge-sharing platforms. This study proposes a dynamic optimal pricing model that involves multiple development stages based on the optimal control theory. In addition, the inherent features of knowledge products and sharers’ social capitals are considered. The applicability and utility of the proposed model is verified through numerical experiments on an empirical dataset from the China’s largest knowledge-sharing platform named Zhihu. The results reveal that the platform can adjust its pricing strategies to achieve different optimization goals and this is conducive to its sustainable development

Examining the roles of social media on startups of Oulu

Abstract. This thesis is focused on explaining social media, how and why the startups in Oulu use social media for. This thesis has practical and first hand data and information about how the firms are utilizing social media, why they are using social media and what they think about social media. The thesis is conducted through a literature review on the topic which is supported by an empirical case study. The motivation of doing this thesis on social media influence in the startups of Oulu came from the lack of previous researches on this topic. The first part of the thesis is consist of theoretical aspects of social media, different types of social media, social media and traditional media, mobile social media. In the later part of theory covers the opportunities, challenges and implication of social media. There is discussion on the benefits that social media offers, what the challenges companies might face using social media and how social media activities can be planned and implemented. Multi case study was conducted on four startup firms from Oulu. One person form each company was interviewed and the theme of the interview was why the firms are using social media and their motivation behind it, which channels they are using and why, how much resources they are using behind social media, the impact they are having, the challenges they are facing and what they think about the future of social media. Most of the research conducted on social media is mainly focused on the big organization, the author wanted to know how much social media means to the smaller firms in a specific region in this case Oulu. With the combination of the theory and the case study there should be an understanding the relationship between social media and startups. The main findings of this study is that the startups of Oulu uses social media for the purpose of increasing brand awareness and for a strong market presence

Do price promotions drive consumer spending on luxury hotel services? The moderating roles of room price and user-generated content

Price promotion, as price information, and user-generated content (UGC), as non-price information, play an important role in generating luxury hotel revenue. This study empirically investigates how price promotion influences actual consumer spending on luxury hotel services except room price, by considering the contingency role of room price and volume and valence of UGC. Combined data of daily settlements and Tripadvisor customer reviews of a regional luxury hotel chain are used for the analyses. The results indicate that, overall, price promotion negatively influences consumer spending on luxury hotel services and its negative effect is strengthened when the room is higher priced or the valence of UGC is high. Furthermore, a larger volume of intrinsic attribute-related UGC–amenity and location–with price promotion leads to more consumer spending than a larger volume of extrinsic attribute-related UGC–food and staff. The findings provide hotel managers with important insights into pricing and UGC management

Music streaming platforms and the evolution of the music industry

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Determining suitable monetization approaches for mobile phone applications within the smart phones industry

Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management; and, (S.M.)--Massachusetts Institute of Technology, Engineering Systems Division; in conjunction with the Leaders for Global Operations Program at MIT, 2013.Cataloged from PDF version of thesis.Includes bibliographical references (p. 44-46).Smart Phone Ecosystems revolve around developers, applications and users. One of Nokia's own platforms, the S40, targets the low end of the smart phone market. Nokia's Content & Ecosystem Sourcing group is constantly looking for ways to help its developers of the S40 platform create more successful applications. This paper attempts to do so by examining the different monetization approaches for different application categories across all regions. While paid applications still constitute a majority of the revenue generating applications, the S40 marketplace has experienced a significant increase in the number of Try & Buy and In-App-Purchase applications in recent years. Try & Buy has been proven to be a dominant force in gaming categories, albeit with some differences across the regions. In-App- Purchase has also shown promise within games and some other categories, but the acceptance of this monetization approach varies greatly by region. Two new metrics, Revenue per Product View and Downloads per Product View, are proposed to evaluate application performance independent of download volume and monetization approach. Utilizing these new metrics, we found the applications utilize the Try & Buy approach to perform equally as well, if not better than, the applications utilizing the paid approach. The new metrics will enable the group to track the performance of applications from a holistic perspective and more easily identify those developers who have created successful applications. Additionally, the Downloads per Product View metric enables tracking of the reach of the applications, an indicator of the health of the overall ecosystem. The specific knowledge will enable Nokia's Content & Ecosystem Sourcing group to provide more input to developers on monetization approaches during the early stages of development, thereby increasing their chances of launching successful applications, ultimately helping the entire S40 ecosystem.by Chengran Chai.S.M.M.B.A