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  |
|---|
| Views: | 617 |
|---|
| Downloads: | 167 |
|---|
| Metadata: |     |
|---|
| |
| Average score: | (0 votes) |
|---|
| Your score: | Voting is allowed only to logged in users. |
|---|
|
:
|
|
|---|
| Share: |  |
|---|
|
|
