Can you trust marketing messages?: Challenging a claim in the domain market?

Today, millions of purchased domain sites names are sitting unused with no real web designs or concrete purpose coupled with them. Why would not owners engage a web-hosting domain-parking hotel so they can earn money through eyeballs advertising or click revenue while their sites sits unused? Parking hotels claim access to passive domain monetization through advertising programs tailored to generate revenue via automatic web page generations containing tailored advertisement. When visitors access these web sites, revenue is generated for domain owners. This study sought to investigate if parking hotels’ advertising claim, that you can make money through them, carries substance. Hence, is it possible to generate sufficient revenue using a parking hotel’s advertising revenue model to pay for the cost of domain ownership and, if possible, generate excess revenue? The study’s epistemological approach, trying to distinguish the truth about the hotels’ claims, stems from a ontological discussion around web hosting hotels’ advertising vehicle existence and its ability to generates revenue. The study challenged a parking hotel’s claim through an inductive quantitative approach by watching advertising revenue for 59 domain names over 105 days…

Contents

1. INTRODUCTION
BACKGROUND
Domain Names – Truly Revolutionary
PROBLEM FORMULATION AND PURPOSE
PREVIOUS STUDIES
RESEARCH QUESTIONS
PURPOSE
POSITIONING OF STUDY
LIMITATION
2. THEORY
DOMAIN SERVICES AND PARKING HOTELS
Domain Name Market
Domain Name Value
Domain Name Money Flow
ADVERTISING REVENUE
Promotion
Advertising Revenue Generation
IMPRESSION REVENUE
THEORY SUMMARY
3. METHODS
RESEARCH APPROACH AND STRATEGY
Subject selection
Foundation
Study Approach
Theoretical Approach
Practical Approach
Purchase of web sites
Selection of web hotel
Advertising Optimization
Monitoring
RESOURCES AND INFORMATION
VALIDITY, RELIABILITY, AND REPRODUCIBILITY
Statistics
Collection of Data
4. EMPIRICAL STUDIES
MONITORING AND RESULT COMPILATION
Visitors (RPM)
Click-Through (CTR)
Earnings-Per-Click (EPC)
Statistical data
5. STUDY FINDING AND CONCLUSION
Post script
6. FUTURE RESEARCH AND RECOMMENDATION
References

Author: Andersson, Håkan

Source: Umea University

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Can you trust marketing messages?: Challenging a claim in the domain market?