International Journal of Internet Marketing and Advertising 

About: International Journal of Internet Marketing and Advertising is an academic journal published by Inderscience Publishers. The journal publishes majorly in the area(s): Computer science & Social media. It has an ISSN identifier of 1477-5212. Over the lifetime, 341 publications have been published receiving 2862 citations. The journal is also known as: IJIMA.

Consumer adoption of the internet as an information search and product purchase channel: some research hypotheses

Abstract: This study provides an exploratory model to understand the factors that influence consumers to adopt the internet instead of traditional channels for information search and product purchase. The authors reviewed previous established theories on consumer decision making in offline environments and research findings regarding consumer behaviour in an online environment. The authors embraced the contingent consumer decision-making model provided by Bettman et al. and classified the factors that influence consumers to use online channels instead of traditional channels into three groups - person, problem, and context.

Behavioural differences between consumers attracted to shopping online versus traditional supermarkets: implications for enterprise design and marketing strategy

Abstract: Despite the dot.com shakeout, online revenues continue to increase and are projected to impose greater pressure on traditional distribution channels. However, there is a striking absence of published empirical work on how consumers attracted to shopping online behave relative to consumers shopping in a traditional store. Such behavioural differences, if they exist, could guide online enterprise design and marketing strategy. This study uses data from both traditional supermarket scanners and an online supermarket to test expected differences in choice behaviours of such consumers. For two product categories, statistically significant differences are found between consumers attracted to shopping online versus traditional supermarkets with regard to the parameters describing the choice process. Compared to traditional supermarket consumers, online consumers are less price sensitive, prefer larger sizes to smaller sizes (or at least have weaker preferences for small sizes), have stronger size loyalty, do more screening on the basis of brand names but less screening on the basis of sizes, and have stronger choice set effects. Many of these differences are found to be prevalent among the majority of online consumers rather than due to the substantially unique behaviour of a minority. Indeed, 11 to 39% of traditional supermarket consumers (depending on the product category) are found to behave like the majority of online consumers whilst 0 to 31% of online consumers are found to behave like the majority of traditional supermarket consumers. Implications of both sets of results for online enterprise design, marketing, and evolution are outlined.

Boost Customer Loyalty With Online Support: The Case of Mobile Telecoms Providers

Abstract: The paper explores the effect of customer satisfaction with online supporting services on loyalty to providers of an offline core service. Supporting services are provided to customers before, during, or after the purchase of a tangible or intangible core product, and have the purpose of enhancing or facilitating the use of this product. The internet has the potential to dominate all other marketing channels when it comes to the interactive and personalised communication that is considered quintessential for supporting services. Our study shows that the quality of online supporting services powerfully affects satisfaction with the provider and customer loyalty through its effect on online value and enjoyment. Managerial implications are provided.

Adoption of social networks marketing by SMEs: exploring the role of social influences and experience in technology acceptance

Abstract: As social media increasingly penetrate the business world, it is important to understand the underlying reasons for companies to adopt social networks marketing (SNM). This study extends the technology acceptance model (TAM) to explore the role of social influences in the context of SNM technology adoption by small and medium companies, and considers how the temporal aspect of new technology adoption affects this relationship. Our findings show that adoption of SNM is strongly influenced by social influences from experts, competitors, and customers. These social influences affect intention to adopt this new technology both directly, and by affecting the perceptions of the technology usefulness. For SMEs already using SNM, social influence is the only strong determinant of the intention to continue employing this marketing technology, with the amount of experience with SNM strengthening this relationship.

Internet-facilitated consumer-to-consumer communication: the moderating role of receiver characteristics

Abstract: This study explores relationships among several factors that may influence the persuasive power of online consumer-to-consumer communication. The results call into question the assumption that consumer remarks posted on an independent online forum will automatically be more persuasive than remarks posted on a corporate website. Instead, the findings suggest that reactions to consumer-generated product reviews are moderated by receiver characteristics such as product involvement and experience with offline consumer-to-consumer communication.