Emanuel Vidmar (2014) Information searching trends through digital media channels and the impact of key words on customer’s response. EngD thesis.
Abstract
In the modern world digital media channels, especially ones accessible via browsers, have an extreme influence on consumer decision process. This diploma thesis analyses the trends of information searching as well as the influence of search marketing on search engine performance. Search engines are the basic tools for finding and collecting information, both of which are crucial in consumer decision processes. The thesis continues with an overview of a modern consumer’s information searching trends and its effect on making decisions. An emphasis is put on the effect of “marketing words” and brands in digital content titles. This was explored in detail with a research of the effect of words and phrases in IT related news titles. The purpose of the research is to study the effects of “marketing colored” phrases and known brands in news titles on their content views. This was achieved with the use of Orange data mining toolbox.
| Item Type: | Thesis (EngD thesis) |
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| Keywords: | search for information, digital media, consumer habits, decision process, digital content, web search engines, marketing words, trademarks, computer news |
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| Number of Pages: | 68 |
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| Language of Content: | Slovenian |
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| Mentor / Comentors: | | Name and Surname | ID | Function |
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| doc. dr. Matej Guid | 937 | Mentor |
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| Link to COBISS: | http://www.cobiss.si/scripts/cobiss?command=search&base=51012&select=(ID=1536024771 ) |
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| Institution: | University of Ljubljana |
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| Department: | Faculty of Computer and Information Science |
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| Item ID: | 2743 |
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| Date Deposited: | 19 Sep 2014 18:05 |
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| Last Modified: | 10 Nov 2014 08:24 |
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| URI: | http://eprints.fri.uni-lj.si/id/eprint/2743 |
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