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Corporate Web Sites as Advertising: An Analysis of Function, Audience, and Message Strategy
Corporate Web Sites Advertising Function Audience Message Strategy
2009/12/2
The primary purpose of this study is to explore and explain the concept of the Web site as corporate advertisement. Three coders analyzed 160 corporate Web sites. Corporate Web sites are able to combi...
How Consumers Generate Clickstreams through Web Sites:An Empirical Investigation of Hypertext, Schema, and Mapping Theoretical Explanations
Hypertext Schema Mapping Theoretical Explanations
2009/12/2
When consumers navigate Web sites, they are said to generate a clickstream, i.e., engage in clicking from Web page to Web page. With respect to these clickstreams, hypertext, schema, and mapping theor...