Young adults experience faster weight gain and consume more unhealthy food than any other age groups. The impact of online food marketing on "digital native" young adults is unclear. This study examined the effects of online marketing on young adults' consumption behaviours, using energy drinks as a case example. The elaboration likelihood model of persuasion was used as the theoretical basis. ...

With the rise of microfinance in developing countries and its evolution to a business model in developed nations, microfinance has fully transitioned to the internet, taking the distinctive form of social lending. However, the marketing trends of emerging peer-to-peer micro-lending websites have been largely unexplored during its rise to recognition due to most studies focusing on financial, ec...

Online social network is any electronic tool or application that provides information, allowing collaboration, interaction, and sharing information among users. The social network can be utilized as an e-marketing tool with low-cost and effective source of medium for marketers to identify market needs, customer experiences, competitive movements, and trends. The purpose of this paper is to stud...

With the popularization of network and the development of information technology, as a new mode of marketing, network marketing has been accepted by the majority of consumers, and applied rapidly to the field of clothing marketing. This paper describes the present situation of China clothing industry network marketing at first. Then it points out the advantages and disadvantages of network mark...

-Making a profit from e-commerce is becoming mature after A.D. 2000. Online auction is one of successful business model on e-commerce. For example, eBay’s trading volume is close to 4.552 billion dollars, and net profit is 1.082 billion dollars in 2005. This booming market reminds academics to do further research in this area. This research investigates the marketing strategies of online auctio...

AIMS With the proliferation of the Internet and online social media use, alcohol advertisers are now marketing their products through social media sites such as YouTube, Facebook and Twitter. As a result, new recommendations have been made by the Federal Trade Commission concerning the self-regulation of digital marketing strategies, including content management on social and digital media site...

Online opinion leaders play an important role in the dissemination of information in discussion forums. They are a high-priority target group for viral marketing campaigns. On an average, an opinion leader will tell about his or her experience with a product or company to 14 other people. It is important to identify such opinion leaders from data derived from online activity of users. We presen...

For the past century, companies have had the luxury of deciding what they will produce and sell, what their brand message will be and how they will deliver it to their audience. Planning how best to allocate marketing dollars is arguably the most annoying challenge marketers face. The social web and more specifically, Web 2.0 have changed the original marketing strategy and have done so by givi...

First, we analyzed the basic content of e-commerce and e-marketing. Second, we discussed the common characteristics and relationship between them. Third, we gave the definition of e-commerce e-marketing, analyzed the relationship between e-commerce e-marketing and e-commerce, e-marketing, and gave out the implementing process of e-commerce e-marketing. Forth, we gave out the developing model of...