Page 21 - Introduction to Electronic Commerce and Social Commerce

xxii Contents

Why Internet Advertising? ........................................ 272
9.5 Online Advertising Methods: From E-Mail to SEO and Video Ads ........ 272
Major Categories of Ads ......................................... 272
Banners ...................................................... 273
Pop-Up and Similar Type Ads ..................................... 274
Search Engine Advertisement and Optimization ....................... 275
Google: The Online Advertising King ............................... 276
Augmented Reality in Advertising .................................. 279
Advertising in Chat Rooms and Forums ............................. 280
9.6 Mobile Marketing and Advertising ................................. 280
Mobile Marketing and Mobile Commerce ........................... 280
Mobile Marketing Implementation Guidelines ........................ 282
Tools to Support Mobile Advertisement ............................. 282
Mobile Ad Trends .............................................. 282
9.7 Advertising Strategies and Promotions .............................. 282
Permission Advertising .......................................... 282
Other Advertising Strategies ...................................... 283
Localization in Advertising ....................................... 284
Developing an Online Advertising Plan .............................. 284
Advertising on Facebook ......................................... 285
Managerial Issues ................................................... 285
Summary .......................................................... 286
Closing Case: Johnson & Johnson Uses New Media Marketing ............... 289
References ......................................................... 290

10 E-Commerce Security and Fraud Issues and Protections .................. 293
Opening Case: How State University of New York College at Old Westbury
Controls Its Internet Use .............................................. 293
10.1 The Information Security Problem ................................. 294
What Is EC Security? ............................................ 294
Security Risks in Mobile Devices .................................. 296
Cyberwars and Cyberespionage Across Borders ....................... 296
The Drivers of EC Security Problems ............................... 297
The Darknet and the Underground Economy ......................... 298
10.2 Basic E-Commerce Security Issues and Landscape .................... 299
Basic Security Terminology ....................................... 299
The EC Security Battleground ..................................... 300
The Threats, Attacks, and Attackers ................................. 300
The Targets of the Attacks in Vulnerable Areas ........................ 301
EC Security Requirements ........................................ 302
The Defense: Defenders, Strategy, and Methods ....................... 303
10.3 Technical Malware Attack Methods: From Viruses to Denial of Service .... 303
Technical and Nontechnical Attacks: An Overview ..................... 304
The Major Technical Attack Methods ............................... 304
Malware (Malicious Code): Viruses, Worms, and Trojan Horses .......... 304
10.4 Nontechnical Methods: From Phishing to Spam and Fraud .............. 307
Social Engineering and Fraud ..................................... 307
Social Phishing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 308
Fraud and Scams on the Internet ................................... 308
Top Ten Attacks and Remedies .................................... 310
Identity Theft and Identify Fraud ................................... 310
Cyber Bank Robberies ........................................... 310
Spam Attacks .................................................. 310