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Internet core and periphery from a marketing communications perspective
Kropivnik, Samo (Author), Kejžar, Nataša (Author)

URLURL - Presentation file, Visit http://www.dlib.si/details/URN:NBN:SI:doc-ULYQJYKT This link opens in a new window

Abstract
In this article, traditional approaches to Internet metrics are upgraded as part of a lengthy study with insights reached by utilising network analysis methods to improve understanding of conventional reach figures. Groups of structurally equivalent sites and browsing probabilities show relations between websitesʼ audiences and provide information missing in reach figures. A synergetic interpretation of both types of information enables more sophisticated marketing communications planning in the Internet. A national network of competing commercial sites is analysed as a case study.

Language:English
Keywords:Analiza omrežij, Internet, Marketing communication, Network analysis, Tržno komuniciranje
Work type:Not categorized (r6)
Tipology:1.01 - Original Scientific Article
Organization:FDV - Faculty of Social Sciences
Year:2011
Publisher:Fakulteta za sociologijo, politične vede in novinarstvo v Ljubljani
Number of pages:str. 1663-1675, 1713-1714
Numbering:Letn. 48, št. 6
UDC:659.113:004.738.5
ISSN on article:0040-3598
COBISS.SI-ID:30888285 Link is opened in a new window
Views:617
Downloads:167
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Record is a part of a journal

Title:Teorija in praksa
Shortened title:Teor. praksa
Publisher:Visoka šola za politične vede
ISSN:0040-3598
COBISS.SI-ID:763652 This link opens in a new window

Secondary language

Language:Slovenian
Abstract:
V prispevku na osnovi v zadnjih letih opravljenega raziskovalnega dela nadgradimo tradicionalne pristope za merjenje interneta z rezultati metod za analize omrežij. S tem želimo omogočiti smotrnejšo uporabo podatkov o dosegu (angl. reach) v kombinaciji z razumevanjem prekrivanja množic obiskovalcev spletnih mest. Skupine strukturno enakovrednih spletnih mest in izračuni verjetnosti prekrivanja publike za te skupine celovito opišejo doslej manjkajoče informacije. Šele sinergična interpretacija obeh vrst podatkov (dosega in značilnosti omrežja) omogoči učinkovitejše trženjsko komuniciranje na internetu.


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