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Content analysis of Fortune 100 company Web sites

Monica Perry (Monica Perry is Assistant Professor at the University of North Carolina at Charlotte, North Carolina, USA.)
Charles Bodkin (Charles Bodkin is Associate Professor at the University of North Carolina at Charlotte, North Carolina, USA.)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 1 June 2000

Abstract

Discusses the results of content analysis of the Web sites of Fortune 100 companies, carried out to identify the mix of promotional activities on their Web sites. Specifically, we performed a content analysis of Web sites utilizing categories representing a range of marketing communications, including: communicating product, pricing and dealer/retail location information, related and unrelated advertisements, sales promotion, direct marketing, basic company information and public relations. We also identified differences between and among industries based on standard industrial classification (SIC) codes. We found considerable variability in how members of the Fortune 100 used their Web sites. The Web sites ranged from very simple ones that focused on basic company information, such as company history, to quite complex Web sites that incorporated a mix of promotional elements, such as press releases, advertisements, games, free gifts and pricing information.

Keywords

Citation

Perry, M. and Bodkin, C. (2000), "Content analysis of Fortune 100 company Web sites", Corporate Communications: An International Journal, Vol. 5 No. 2, pp. 87-97. https://doi.org/10.1108/13563280010338331

Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited