Blog Marketing: Potential and Limits

Blog success factors: Opportunities for destination marketing

This exploratory study discusses the opportunities for tourism destination marketing organizations to communicate successfully their attractions and offerings through user generated blog content. Key features of effective blogs are identified through netnography of three major blog platforms.

Mining social network data for personalisation and privacy concerns: a case study of Facebook's Beacon

The popular success of online social networking sites (SNS) such as Facebook is a hugely tempting resource of data mining for businesses engaged in personalised marketing. The use of personal information, willingly shared between online friends’ networks intuitively appears to be a natural extension of current advertising strategies such as word-of-mouth and viral marketing. However, the use of...

Assessing enterprise micro-blogging marketing communication effectiveness and improvement suggestions

The Internet has changed the way of traditional marketing propagation dramatically. Increasingly enterprises pay much attention on micro-blogging marketing and utilize it as a necessary tool of promotion. It has practical meaning for those enterprises analyzing the factors which influence the effect of micro-blogging marketing, therefore building better marketing strategies and enhancing the pr...

Digital Marketing Analytics: The Web Dynamics of Inside Blackberry Blog

Social Media in the context of Academic Marketing Case Study: Umwelt-Campus Birkenfeld

Recently, more and more German universities have decided to pursue an active marketing strategy for student recruitment. Given the fact that the target group of these marketing efforts, i.e. potential students, belong to the generation of so-called „digital natives‟, it seems indisputable that the integration of social media channels in academic marketing campaigns is indispensable. German inst...