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Article Information:
Title:
Content analysis of 100 company Web sites
Author(s):
Monica Perry, Charles Bodkin
Journal:
Corporate Communications: An International Journal
Year:
2000
Volume:
Issue:
Page:
87 - 97
ISSN:
1356-3289
DOI:
10.1108/13563280010338331
Publisher:
MCB UP Ltd
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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:
Internet, Marketing communications
Article Type:
Research paper