Search results

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

Suggests that corporate communicators and Internet users work in a third‐party editorial environment that they cannot control, unlike advertisers. Identifies how the Internet is being used by communications managers, executives and professional staff and visualizes an emerging picture of how they forsee Internet use changing for them in the next four years.

The purpose of this study is to compare and contrast Internet marketing communication tools used to accomplish key marketing goals between European Union higher education institutions (HEIs) and non-EU HEIs, such as in the case of Poland and Ukraine.

In the article, the authors used the literature review method to justify the importance of implementing HEI marketing strategy based on marketing communications with Internet users, and thus to justify the relevance of the chosen research topic. Based on the literature review, the authors identified the goals of HEI advertising campaigns on the Internet (branding, recruitment of students, site traffic increase and subscription of Internet users to the university newsletter) and substantiated the analytical study of the two countries. The survey conducted by the authors allowed them to form their conclusions, the validity of which is based on the interpretation of the indicators calculated in the analytical section.

The hypothesis that the focus of HEI Internet marketing communications, recruitment of students, is universal regardless of the country of origin is proven. There is also no significant differences in Internet marketing communication tool use that is “simpler” and cheaper. University marketing managers widely use Internet advertising tools, but they have difficulty implementing public relations and sales promotion tools. Internet marketing communication is an important component of HEIs' marketing strategies, thus, comparing EU and non-EU HEIs informs future strategies.

The results of this research are of interest to HEIs that seek to improve the adaptation of their marketing communication strategy to meet the conditions of digitalisation and to strengthen their competitive foothold within the market. Also, the findings can help HEI marketing staff members to improve marketing communication tools used to build and maintain relationships with their online customers.

This study highlights the similarities and differences in approach to Internet marketing communications among EU (Poland) and non-EU HEIs (Ukraine). In conducting a thorough review of research, as well as a survey of 185 HEI marketing staff members, the paper offers insight into the approach HEIs of varying cultural backgrounds take to Internet marketing communications and online recruitment.

The purpose is to gain an understanding of how traditional service companies use the internet in their marketing communication and what effect the internet has had on their use of other marketing communication channels.

Multiple case studies have been carried out at 19 Swedish service companies.

The findings show that three different communications strategies are used depending on the scope of internet use and the extent to which the companies utilise relationship marketing. Small or decentralised companies use the personalised relationship communication strategy. Large companies have the option of using either the mass relationship communication strategy or the mass transaction communication strategy. The characteristics of the strategies and their respective effects on the other marketing communications tools are described.

The conceptualisation of the communications strategies provides a framework that gives added understanding and is useful for further studies.

The presentation of the strategies and their implications should be useful for managers of service companies when planning their communication activities. The managers will benefit from making a conscious choice between the strategies and considering their features and implications.

The conceptualisation of the internet communications strategies provides a novel view of the communications options for service firms. This framework is useful for further research and for managers of service firms.

The crossroads between new media (predominantly the Internet) and marketing communications is a topic of growing interest and importance. Several themes are addressed in this paper including the involvement of the advertising agency, the role and features of Web sites, the measurement of effectiveness, Internet advertising and e‐commerce and the management of new media marketing communications. The author presents empirical evidence from a comprehensive study amongst UK marketers on contemporary practice, and proffers advice on best practice.

In previous studies it remains unclear whether the internet is an effective mechanism for developing a symmetrical and interactive communications process that is initiated by the investor rather than the company. The purpose of this paper is to study the effectiveness of the internet to act as a mechanism to achieve a more interactive communication between companies and investors.

A “mystery investor” approach is used to test whether companies reply to e‐mails from investors. Content analysis was used to study the responsiveness, timeliness and relevance of the answers.

The quality of symmetrical communication (in terms of responsiveness and relevance) appears relatively low. Companies with high‐quality investor relations (IR) web sites do not handle e‐mails more effectively. Therefore, high‐quality asymmetrical communication between company and their investors not automatically associated with a high‐quality symmetrical type of communication.

Companies that provide e‐mail facilities for investors create the impression that they welcome communications with investors. However, if companies fail to handle incoming e‐mails from investors quickly and correctly, they create feelings of dissatisfaction. As a result e‐mail facilities on web sites are counter‐productive and hamper the creation of good relationships with investors. These results emphasize the need for better internal routing, better instructions and specific training programmes for IR staff.

The paper provides original evidence on the potential of the internet to enhance symmetrical communication between companies and their investors. This paper contributes to a better understanding of the way the internet can be used by IR departments to enhance the communications with investors.

Explores the nature and potential of marketing communications in hypermedia, and assesses the role of computer‐mediated communication to assist the marketing communications mix. The activities of one company (MCB UP Ltd) are reviewed, as it develops its Web site towards a high value‐added, effective and integrated marketing communications environment. Explains why Internet marketers must provide high value‐added Internet resources, allowing communication both with and between players in the organisation’s supply chain. The impact of computer‐mediated “connectivity” and “interactivity” is discussed in terms of the effectiveness of Web‐based marketing communications. Commercial opportunities for capitalising on the marketing potential of “virtual communities” are identified. Examples of how such communities may be created and sustained are presented.

The proliferation of the internet and world wide web (WWW) in recent years has resulted in the creation of new social and marketing spaces, and a new form of interaction and identity formation. This paper aims to investigate this phenomenon.

Whilst cost benefits and profit derivation from the internet and other hypermedia mediated communication environments have been the focus of much research, the majority of these assessments have left many assumptions unarticulated. Questions of how contemporary communication content and interactivity is different from the singular “one‐to‐many” communication models have been avoided in this research. This paper investigates these deficiencies and goes on to suggest how academics and practitioners can realign their thinking in the light of these findings.

Computer mediated marketing environments provide organisations with a medium that can be used to deliver content in a variety of ways to consumers. This capability highlights the distinction between the information in marketing communication and the vehicle used to deliver the information: that is, content differs from communication.

The paper highlights how versatility of the internet as an instrument for mediated communication means that organisations can integrate different modalities of marketing communications into a strategy that combines on‐line and off‐line tactics to meet strategic objectives.

The corporate social responsibility (CSR) debate has developed tremendously over decades. However, while CSR communication has developed significantly, web‐accessibility of CSR communications is under researched. The purpose of this paper is to examine how firms make their CSR communications accessible to their stakeholders on the internet.

The authors used number of “clicks” to download CSR communication of a firm to measure its accessibility. Independent mean test showed that CSR communications by high impact sectors are more accessible on the internet than low impact sectors, but web‐accessibility is not affected by country.

Although CSR research has grown tremendously over the decades, the discourse has been largely restricted to disclosures in the annual reports and, lately, to the standalone sustainability reports. In addition, they have mainly examined the management's motives for disclosures, using legitimacy theory as the most influential theoretical underpinning. Only very few studies have examined CSR communication on the internet and even these studies have only researched the content of the disclosure, examining the quality and quality of disclosures.

The originality of this paper lies in its consideration of the effect of firms' CSR communications on the recipients. While CSR communication has developed significantly, web‐accessibility of CSR communications remains under researched.