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Internet core and periphery from a marketing communications perspective
ID
Kropivnik, Samo
(
Author
),
ID
Kejžar, Nataša
(
Author
)
URL - Presentation file, Visit
http://www.dlib.si/details/URN:NBN:SI:doc-ULYQJYKT
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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
Typology:
1.01 - Original Scientific Article
Organization:
FDV - Faculty of Social Sciences
Publisher:
Fakulteta za sociologijo, politične vede in novinarstvo v Ljubljani
Year:
2011
Number of pages:
Str. 1663-1675, 1713-1714
Numbering:
Letn. 48, št. 6
PID:
20.500.12556/RUL-79395
UDC:
659.113:004.738.5
ISSN on article:
0040-3598
COBISS.SI-ID:
30888285
Publication date in RUL:
30.12.2015
Views:
1208
Downloads:
204
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Record is a part of a journal
Title:
Teorija in praksa : revija za družbena vprašanja
Shortened title:
Teor. praksa
Publisher:
Visoka šola za politične vede, Visoka šola za politične vede, Visoka šola za sociologijo, politične vede in novinarstvo, Fakulteta za sociologijo, politične vede in novinarstvo, Fakulteta za družbene vede
ISSN:
0040-3598
COBISS.SI-ID:
763652
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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