Content analysis of 100 company Web sites

doi:10.1108/13563280010338331

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Corporate Communications: An International Journal

ISSN: 1356-3289

Online from: 1996

Subject Area: Marketing

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Content analysis of 100 company Web sites

Document Information:
Title:	Content analysis of 100 company Web sites
Author(s):	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.)
Citation:	Monica Perry, Charles Bodkin, (2000) "Content analysis of 100 company Web sites", Corporate Communications: An International Journal, Vol. 5 Iss: 2, pp.87 - 97
Keywords:	Internet, Marketing communications
Article type:	Research paper
DOI:	10.1108/13563280010338331 (Permanent URL)
Publisher:	MCB UP Ltd
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.