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The web in marketing : information cue usage in two commercial domains

Adam, Stewart, Bednall, David and Featherstone, Mike 2008, The web in marketing : information cue usage in two commercial domains, in ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : Shifting the Focus from Mainstream to Offbeat, Promaco Conventions, Canning Bridge, W.A., pp. 1-6.

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Title The web in marketing : information cue usage in two commercial domains
Author(s) Adam, Stewart
Bednall, David
Featherstone, Mike
Conference name Australian and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W.)
Conference location Olympic Park, Sydney, N.S.W.
Conference dates 1-3 December 2008
Title of proceedings ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : Shifting the Focus from Mainstream to Offbeat
Editor(s) Spanjaard, Daniela
Denize, Sara
Sharma, Neeru
Publication date 2008
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 6
Total pages 6
Publisher Promaco Conventions
Place of publication Canning Bridge, W.A.
Summary The study reported in this paper involves a comparison of Resnik & Stern’s (e.g., 1977) information cue usage in websites registered in two commercial domains of the World Wide Web (Web)—.com (global domain managed by VeriSign) and .com.au (a country domain, auDomain, managed by the Australian Domain Name Administrator—AUDA). The hypothesised higher use of information cues by digital marketers with .com registered domain names relative to .com.au registered domain names is not supported. Examination of the audited websites in the two-domain comparison confirms that the Web provides a richer marketing communication medium than other media analysed in a meta-analysis of 117 datasets by Abernethy & Franke (1996). The study is important given the acknowledged influence of advertising information on consumer responses to ads and the brands they relate, to both in traditional and new media (Aaker & Stayman, 1990; Brown & Stayman, 1992; Bruner & Kumar, 2000).
Notes Reproduced with the specific permission of the copyright owner.
ISBN 1863081445
9781863081443
Language eng
Field of Research 150502 Marketing Communications
HERDC Research category E1 Full written paper - refereed
HERDC collection year 2008
Copyright notice ©2008, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30018176

Document type: Conference Paper
Collections: School of Management and Marketing
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