This commentary explores the implications of increased social media marketing by drug manufacturers, based on findings in Hyosun Kim’s article of the major themes in recent Food and Drug Administration (FDA) warning letters and notices of violation regarding online direct-to-consumer promotions of pharmaceuticals. Kim’s rigorous analysis of FDA letters over a 10-year span highlights a relative ...

Cookie stuffing is an activity which allows unscrupulous actors online to defraud affiliate marketing programs by causing themselves to receive credit for purchases made by web users, even if the affiliate marketer did not actively perform any marketing for the affiliate program. Using 2 months of HTTP request logs from a large public university, we present an empirical study of fraud in affili...

Traditional viral marketing problems aim at selecting a subset of seed users for one single product to maximize its awareness in social networks. However, in real scenarios, multiple products can be promoted in social networks at the same time. At the product level, the relationships among these products can be quite intertwined, e.g., competing, complementary and independent. In this paper, we...

In the world of e-marketing, new business models are frequently introduced, and new trends have started to emerge. One such latest trend is social networking websites, many of which have attracted not only large number of users and visitors, but also online advertising companies to place their ads on the sites. In this paper we explore online social networking as a new trend of e-marketing. We ...

Cookie stuffing is an activity which allows unscrupulous actors online to defraud affiliate marketing programs by causing themselves to receive credit for purchases made by web users, even if the affiliate marketer did not actively perform any marketing for the affiliate program. Using two months of HTTP request logs from a large public university, we present an empirical study of fraud in affi...

Many universities are pushing for an increase in on-line course offerings to offset the rising cost of providing high quality educational opportunities and to better serve their student populations. However, enrollments in online courses are not always sufficient to offset their own costs. One possible way of improving enrollments is through marketing campaigns targeted to specific demographic ...

Many universities are pushing for an increase in on-line course offerings to offset the rising cost of providing high quality educational opportunities and to better serve their student populations. However, enrollments in online courses are not always sufficient to offset their own costs. One possible way of improving enrollments is through marketing campaigns targeted to specific demographic ...

The paper reviews the criticism on the 4Ps Marketing Mix framework and the popular tool of traditional marketing management, and categorizes the main objections of using the model as the foundation of physical marketing. It argues that applying the traditional approach, based on the 4Ps paradigm, is also a poor choice in the case of virtual marketing and identifies two main limitations of the f...

This research focuses on various factors affecting online search intention which has been found to be a key predictor of online purchase intention. Data were collected from a sample consisting of mostly young adults with familiarity of computer use and online shopping experience. A structural equation model was employed to test hypotheses. According to the findings, utilitarian value of Interne...

Formulating a sound digital marketing strategy is a challenging task. A Web-enabled hybrid intelligent approach that combines online simulation, fuzzy logic, if-then rules and Web databases in support of digital marketing strategy formulation is proposed and presented in this paper. The effectiveness of the Web-based integrated system is assessed through case study evaluation work, with initial...