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ERIC Number: ED423554
Record Type: Non-Journal
Publication Date: 1997-Nov-12
Pages: 44
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
The Internet as a Reflective Mirror for a Company's Image.
Fahrmann, Jennifer; Hartz, Kim; Wendling, Marijo; Yoder, Kevin
The Internet is becoming the primary way that businesses communicate and receive information. Corporate Web addresses and home pages have become a valuable tool for leaving a solid mark on potential clients, consumers, and competition. To determine how differences in Web pages design reflect corporate image, a study examined Web pages from two organizational angles: professional public relations (PR) firms and retail corporations. Content analysis used a sample size consisting of eight corporations and eight PR firms, observing the various Web pages for a month. Results indicated corporations used much more elaborate and advanced graphics than did PR firms; corporations used moving graphics, highly technical pictures, and hand drawings, while PR companies relied more heavily on text to attract potential customers. The two groups also used different strategies in web page color. Corporations used many vibrant colors, while PR firms chose a simpler, more conservative color scheme. Both groups, however, used color to accomplish a certain theme. In the case of Web page link analysis, corporations used more links than PR firms did: corporations had 26 links per address while PR firms had 17 links. Corporations used external links more than PR firms did: only half the PR firms included links beyond their own organization, while every corporation used external links. Corporation links were also found to be more user-friendly. Future research may include how intended publics receive information from Web sites. By studying how effective Web pages are to the consumers, organizations can learn how to market themselves effectively to their target audience. (Contains 14 references and list of Web pages analyzed). (NKA)
Publication Type: Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A