While building on the contingency theory, this paper proposes a conceptual framework that links five factors: a) internal forces, b) external forces, c) past web and firm performance, d) current web and firm performance, and e) e-marketing strategy in terms of the strategy defined for the 4Ws (Web-Design, Web-Promotion, Web-Price, and WebCRM). Future research is encouraged to build on this fram...

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Given the focus on marketing research, the present paper combines both the academic and the practitioner perspectives to highlight several issues and emerging trends that will shape the role of marketing research in the new millennium. These include redefinition of marketing researcher, the ongoing nature of marketing research, qualitative research, Internet marketing research, and ethical issu...

The popularity of the Internet has enabled a wide variety of services. Due to increasing pricing levels and material costs over years, enterprises have intended to lower their financial costs by Internet marketing and online financial transactions, by which renting cost, facility setup cost and manpower cost can be saved, and advertising cost is lowered for increasing the number of potential cu...

The leap into the global market is not easy when it involves a provincial family business. This article demonstrates how adequate planning is fundamental in a small and medium-sized enterprise (SME) with the tight budget they have available to them, in order to be able to differentiate themselves in a highly competitive market, taking into accounts the benefits and risks involved. The Informati...

E-marketing strategy is normally based and built upon the traditional 4 P's (Product, Price, Promotion and Place) that forms the classic marketing mix; e-marketing’s uniqueness is created using a series of specific and relational functions that are combined with the 4P’s to form the emarketing mix elements, each of which contain associated e-marketing mix tools that are provided on business web...

Information asymmetry makes it difficult for sellers and buyers to know better of each other’s states. How online advertisement can be useful for buyers to judge the quality of the products is a crucial issue for companies who rely on banner-ads business models. This paper provides one answer and articulates the conditions that advertising can indeed be a signal of quality.

With the advent of popular Web destinations such as MySpace and Facebook, online social networking communities now occupy the center stage of e-commerce. Yet these online social networking communities must balance the trade-off between advertising revenue and user experience. Drawing on the sociology and advertising literature, this study investigates the impacts of social identity and group no...

Informativeness and entertainment are regarded as two types of advertising value that can influence consumers’ attitudes toward Web advertising. Despite of many studies on these two factors, there are two research gaps in extant literature. First, the effects of informativeness and entertainment on attitude are considered separately, yet their interaction effect is neglected. Second, the role o...