NDLI: Applying Social Marketing Theory to develop retargeting and social networking advertising website

Content Provider	IEEE Xplore Digital Library
Author	Yang, K.C. Huang, C.H. Conna Yang Tsai, C.W.
Copyright Year	2015
Description	Author affiliation: Dept. of Inf. Manage., Hwa Hsia Univ. of Technol., Taipei, Taiwan (Yang, K.C.; Tsai, C.W.) \|\| Inst. of Bus. & Manage., Nat. Chiao Tung Univ., Taipei, Taiwan (Conna Yang) \|\| Dept. of Bus. Adm., Taipei Univ. of Bus., Taipei, Taiwan (Huang, C.H.)
Abstract	Retargeting advertising is a new technique applied for online marketing. In the past few years, retargeting advertising had been used in online advertisement. It explored the product information for visitors and focused advertising spending on people who are already familiar with your brand and have recently demonstrated interest. This study applies Social Marketing Theory to develop retargeting advertising system and combines it with social networking advertising. We also develop an E-commerce website to include these two kinds of advertising. Our experimental website was developed by Microsoft ASP.Net 4.0 in C# and JavaScript program. We also use focus group analysis to analyze the conceptual model of our study. Our findings can provide references for practitioners and researchers.
Starting Page	1845
Ending Page	1849
File Size	2290336
Page Count	5
File Format	PDF
e-ISBN	9781467380669
DOI	10.1109/IEEM.2015.7385967
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2015-12-06
Publisher Place	Singapore
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Social networking advertising Social network services Companies Focus group analysis JavaScript Media ASP.Net Social Marketing Theory Planning Advertising Monitoring Retargeting advertising
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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