An empirical survey to measure the impact of different factors on the success of electronic marketing

Abstract: Internet marketing plays an important role in today business enterprises. Today, many invest more and more to increase their abilities on providing better services on the internet. In this paper, we study the impact of five factors namely awareness from the site, site attractiveness, promotional effectiveness, effectiveness and Shopping impacts and effectiveness and loyalty on the success of electronic marketing. We have distributed a questionnaire consists of various questions and distributed them among 984 people and received 595 in Likert scale. The Cronbach alphas for all five sets of questions were well above the minimum desired level. We implement a multi regression function and the results confirm that all five mentioned factors impact the sales of e-marketing, significantly.

How to cite this paper

 Sehhat, S. (2012). An empirical survey to measure the impact of different factors on the success of electronic marketing.Management Science Letters , 2(6), 2187-2192.

Refrences

Athanassopoulos, A., Gounaris, S., & Stathakopoulos, V. (2001). Behavioural responses to customer satisfaction: an empirical study. European Journal of Marketing, 35(5/6), 687-707.

Athanassopoulou, P., & Johne, A. (2004). Effective communication with lead customers in developing new banking products. The International Journal of Bank Marketing, 22(2), 100-125.

Casal?, L.V., Flavi?n, C., & Guinal?u, M. (2008). The role of satisfaction and website usability in developing customer loyalty and positive word-of-mouth in the e-banking services. The International Journal of Bank Marketing, 26(6), 399-417.

Cheung, C.M.K., Lee, M.K.O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247.

de Matos, C.A., Henrique, J.L., & de Rosa, F. (2009). The different roles of switching costs on the satisfaction-loyalty relationship. International Journal of Bank Marketing, 27(7), 506-523.

Espejel, J., Fandos, C., & Flavi?n, C. (2008). Consumer satisfaction: A key factor of consumer loyalty and buying intention of a PDO food product. British Food Journal, 110(9), 865-881.

Ghose, K. (2009). Internal brand equity defines customer experience. Direct Marketing: An International Journal, 3(3), 177-185.

Sheng, T., & Liu, C. (2010). An empirical study on the effect of e-service quality on online customer satisfaction and loyalty. Nankai Business Review, 1(3), 273-283.

Setthasakko, W. (2009). Barriers to implementing corporate environmental responsibility in Thailand: A qualitative approach. International Journal of Organizational Analysis, 17(3), 169-183.

Voorveld, H.A.M., Neijens, P.C., & Smit, E.G. (2009). Consumers & apos; responses to brand websites: an interdisciplinary review. Internet Research, 19(5), 535–565.

Wang, C.Y., & Wu, L.W. (2012). Customer loyalty and the role of relationship length. Managing Service Quality, 22(1), 58-74.