Date of Award


Degree Type


Degree Name

Bachelor of Communications Honours


Faculty of Communications and Creative Industries

First Advisor

Joe Luca


The Internet and e-Business has experienced exponential growth over the past few years, generating significant challenges to organizations using the Internet for business, or as a communications medium. Along with the proliferation of the Internet, a number of new online-based promotional tools have been added to the overall promotional mix. This research aims at investigating successful online promotional strategies through a comparison of a synthesis of contemporary literature and information collected from a case study based on the online recruitment industry. The findings from the case study confirmed and built upon several key points identified in the literature. However, the responses also identified contradictions between the practices of the organizations involved in the case study, and the framework developed from the synthesis of the literature. Based on the findings, a provisional set of guidelines and procedures for successful online promotion were developed, with the aim of contributing to existing literature to help inform small to medium sized businesses how to implement an online promotional strategy.