Content Analysis of KSE Pakistan – 100 Index Companies Websites: A Marketing Perspective

In this study, content analysis of Karachi Stock Exchange (KSE) Pakistan 100 indexed companies is carried out to identify the mix of promotional activities on their web sites. This content analysis of Web sites utilized many categories representing a range of marketing communications, including: communicating product, pricing and dealer/retail location information, advertisements, sales promotion, direct marketing, basic company information, corporate social responsibility and public relations. The study identified difference between andamong industries based on ANOVA. The results revealed considerable variability in how members of the KSE 100 indexed companies used their Web sites. The Web sites ranged from very simple ones that focused on basic company information, such as company history, to quite complex Web sites that incorporated a mix of promotional elements, such as press releases, advertisements, games, free gifts and pricing information.