By Irvine Clarke
There are numerous demanding situations dealing with organisations at the present time as they comprise digital advertising tools into their approach. Advances in digital advertising examines those demanding situations inside of 3 significant issues: the worldwide surroundings, the strategic/technolo
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Extra resources for Advances in Electronic Marketing
One way to enhance this aspect of the online strategy is to sponsor the development of online communities in which customers provide product feedback, information to each other, and recommendations that both relieve the insecurities associated with online buying and encourage purchase (compare Hagel, 1999). Third, e-commerce marketers should use the unique features of the Internet to customize their interactions with customers (Goldsmith, 1999). Personalization or customization is the tailoring of a business strategy to match the needs, characteristics, and behaviors of individual customers.
Strategy + business, 31. E. (1994). Transaction cost economics and organization theory. J. Smelser & R. ), The handbook of economic sociology (pp. 77-107). Princeton, NJ: Princeton University Press. , & Abel, I. (2002). So you want to get involved in e-commerce. Industrial Marketing Management, 31(2), 85-94. Copyright © 2005, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. TEAM LinG - Live, Informative, Non-cost and Genuine !
The authors also investigate compatibility of the innovation with existing systems and values – this concept comes from diffusion theory but is not included in the TAM formalization. They did not include two other drivers of innovation, trialability and observability, which are often included in diffusion research but which they did not expect to relate to adoption of online shopping. Their findings suggest that compatibility, usefulness, and ease of use are important drivers of a consumer’s decision to adopt online shopping and that they will increase sales and loyalty.
Advances in Electronic Marketing by Irvine Clarke