期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2012
卷号：2
期号：10
页码：78-96
出版社：Human Resource Management Academic Research Society
摘要：In this study, content analysis of Karachi Stock Exchange (KSE) Pakistan 100 indexed companies is carried out to identify the mix of promotional activities on their web sites. This content analysis of Web sites utilized many categories representing a range of marketing communications, including: communicating product, pricing and dealer/retail location information, advertisements, sales promotion, direct marketing, basic company information, corporate social responsibility and public relations. The study identified difference between and among industries based on ANOVA. The results revealed considerable variability in how members of the KSE 100 indexed companies 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.
关键词：In this study; content analysis of Karachi Stock Exchange (KSE) Pakistan 100 indexed companies ;is carried out to identify the mix of promotional activities on their web sites. This content ;analysis of Web sites utilized many categories representing a range of marketing ;communications; including: communicating product; pricing and dealer/retail location ;information; advertisements; sales promotion; direct marketing; basic company information; ;corporate social responsibility and public relations. The study identified difference between and ;among industries based on ANOVA. The results revealed considerable variability in how ;members of the KSE 100 indexed companies 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.
