With the rapid development of Internet, online business companies are increasing in number. In B2C companies, traffic building to website is a major concern of the top manager and it is the key point for success. The process involves using offline and online communication tools to drive or attract visitor traffic to company web site. The purpose of this thesis is to provide a deeper understanding of the different communication tools used by companies to build traffic to their website and measures they adopt to improve the effectiveness of these tools. Three research questions were developed. The empirical data were collected on two small B2C Swedish companies were analyzed against a theoretical frame of reference. The findings showed that cost and evaluation become the principle factors for choosing appropriate communication tools for traffic building and small companies used the different communication tools on the basis of limited budget. Furthermore, the method of evaluation adopted by companies has a strong influence on improving the communication tools efficiency.
Author: Zhao, Yidi; Xu, Liang
Source: Luleå University of Technology
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