Download This PaperEffectiveness of Online Marketing and Its Determinants: Marketers’ Perspective
International Journal of Management (IJM), 11 (3), 2020, pp. 439–448.
10 Pages Posted: 26 May 2020
Date Written: April 27, 2020
Abstract
The present study aims to the profile of the marketers, their e-marketing behavior and its antecedents and the service quality in online marketing and the factors leading to the successful implementation. And also the effectiveness of online marketing, its determinants and its consequences, causes for service failure in online marketing and the expected service quality in online marketing. In total 535 marketers were identified. Out of the 535 marketers only 392 marketers responded the questionnaire given to them. Hence the sample size of customers came to 392 had been used to collect the data. The present study conclude that the level of EE adoption have a significant impact on the rate of implementation of online marketing. The important antecedents to implement online marketing are convenience, merchandize, interactivity, reliability, navigation, and promotion.
Keywords: Online Marketing, Service Failure, Expected Service Quality
JEL Classification: M15, M31, O32, Z33
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