executive summary - online marketing refers to using the power of Internet advertising to generate a response from customers Online marketing is

executive summary - online marketing refers to using...

This preview shows page 1 - 2 out of 2 pages.

online marketing refers to using the power of Internet advertising to generate a response from customers. Online marketing is used by companies selling goods and services directly to consumers as well as those who operate in the business-to-business sphere. online transactions are not conducted face to face, s0 consumers need reliable and useful information to better understand products and subsequently support their purchasing decisions. Perceived trust and usefulness of the product havethus become important key factors for influencing buying behavior in the online shoppingcontext. Brand image is also important in online marketing.Consumers will not only assign ratings that are more favorable to the product‘s attributes, but also have greater online buying intentions for well-established brands. Consumers always search for information before making a purchase in order to reduce their perceived risk. One such source of information is word of mouth (WOM). Word of Mouth

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture