Content analysis of <i>Fortune </i>100 company Web sites

Perry, Monica L.; Bodkin, Charles D.

doi:10.1108/13563280010338331

Cited by 101 publications

(81 citation statements)

References 11 publications

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“…Researchers have previously used Fortune magazine's company rankings to investigate web content (Perry and Bodkin, 2000), online marketing strategies (Palmer and Griffith, 1998) and corporate web-usage patterns (McManis et al, 2001). Furthermore, a number of studies assessing companies included in the Fortune ranking have concentrated on aspects of corporate social responsibility (e.g.…”

mentioning

confidence: 99%

Web content mining for comparing corporate and third‐party online reporting: a case study on solid waste management

2006

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This study investigates the coverage of solid waste management on 1,142 websites maintained by companies, news media, and non-governmental organizations to validate an automated approach to content and language analysis. First, a frequency analysis of waste management terms is used to shed light on the breadth and depth of their environmental discourses, revealing that corporate and media attention to waste management is small compared to that of non-governmental organizations. Second, an investigation of their attitudes toward waste management suggests that companies avoid negative information in environmental communication, unlike news media or nongovernmental organizations. Ultimately, an automated tool for ontology building is employed to gain insights into companies' shared understanding of waste management. The ontology obtained indicates that companies conceptualize waste management as a business processes rather than framing it from an ecological perspective, which is in line with findings form previous research.

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confidence: 99%

Web content mining for comparing corporate and third‐party online reporting: a case study on solid waste management

2006

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“…Several studies examining the utilization of websites have used content analysis in order to identify the promotional mix activities, 48,49 to examine strategic aspects 50 and to investigate the degree of interactivity within websites. 51 Stage 2 : Concept mapping is a promising technique, not only for its contribution to the structuring of the conceptualization process, but particularly because it lends objectivity to the results of a qualitative approach.…”

Section: Methodsmentioning

confidence: 99%

“…The coding sheet generated by Perry and Bodkin, 50 which has a reported inter-coder reliability of 93.8 per cent, was selected as our research platform for examining the marketing mix elements of the retailers ' websites. By using this measurement instrument, we gathered data on the four aspects of the marketing mix as well as on company information, market information, internal customers (employees) and customer services.…”

Section: Research Instrumentmentioning

confidence: 99%

Tracing customer orientation and marketing capabilities through retailers’ websites: A strategic approach to internet marketing

Tsiotsou

Rigopoulou²,

Kehagias³

2010

J Target Meas Anal Mark

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The study extends the concepts of customer orientation and marketing capabilities to an online retailing context while it examines the ability of product involvement to distinguish retailers ' websites. The objectives of this article are: (a) to identify the degree of customer orientation as manifested on retailers ' websites, (b) to investigate the marketing capabilities revealed through their websites and (c) to examine the role of involvement as a differentiating factor in an online context. A twofold methodological approach was taken by employing content analysis and concept mapping. The results indicate that a certain degree of customer orientation and marketing capabilities are revealed through retailers ' websites while the above constructs can be used to identify distinct website groups. Moreover, the degree of customer orientation and marketing capabilities as refl ected on these websites differ signifi cantly between product categories of high and low involvement. Managerial implications for managing websites ' customer orientation and marketing capabilities are discussed.

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“…Evidence suggests the use of the Internet in marketing communications has been stand alone and haphazard in nature. Third, although interactivity is seen as crucial to effective use of the Internet (Ghose and Dou 1998;Perman 2001), it has not been well used (Bucy et al 1999;Geiger and Martin 1999;Ha and James 1998;Perry 2000).…”

Section: Introductionmentioning

confidence: 99%

Internet Marketing Communications: Interactivity and Integration

Lawton

Gregor

2003

Seeking Success in E-Business

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Abstract:This paper reports exploratory research into the role of the Internet in marketing communications and the conceptualisation of integration and interactivity in this context. Three mini case studies of large companies in the fast moving consumer good industry illustrate the application of frameworks developed for the understanding of integration and interactivity. The case studies show uncertainty about the value of the Internet as a communications channel and the use of interactive tools. The more advanced companies exhibit greater integration of communication tools, across marketing functions and across media. The interactive tools/goals framework developed shows how the more advanced companies also use interactive tools that address a wider range of human motivational goals. This framework suggests how opportunities for value-adding through interactive tools can be identified, giving a basis for further work.

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Content analysis of Fortune 100 company Web sites

Cited by 101 publications

References 11 publications

Web content mining for comparing corporate and third‐party online reporting: a case study on solid waste management

Web content mining for comparing corporate and third‐party online reporting: a case study on solid waste management

Tracing customer orientation and marketing capabilities through retailers’ websites: A strategic approach to internet marketing

Internet Marketing Communications: Interactivity and Integration

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