Internet selling is besides known as digital selling, web selling, online selling, or e-marketing. As the name states, it is the advertisement of merchandises or services over the Internet. However, it besides implies selling through the wireless media and through electronic mail. Electronic Customer Relationship Management ( E-CRM ) systems are besides categorized under Internet selling. IM can be originative, every bit good as, proficient through its design, development, advertisement, and gross revenues over the Internet.
In the past 10 old ages, the Internet population varied a batch ( Sandelands, 1997 ) ; an appraisal of about 50 percent addition of the World Wide Web ( WWW ) per month and the Numberss of web sites dual every 53 yearss ( Gilbert, Perry and Widijoso, 1999 ) . A 60 per centum of big companies and 30 per centum of midsize companies were estimated to do usage of the Internet for selling intents by the twelvemonth 2000 ( Crain, 1994 ) . In 2003, the first coevals of cyberspace users was fresh alumnuss – fast to acquire the constructs of online commercialism and shopping.
The WWW is an electronic engineering which is an effectual agency for marketing hotels and it besides develops client relationship in the long-run ( Gilbert, Perry and Widijoso, 1999 ) . The Internet allows houses to open a Web site in an electronic promenade, have their merchandises available to 1000000s of possible clients and merely in a short clip period. GE, IBM, Ford, Kraft, and Proctor & A ; Gamble were the first to register “ domain names ” ( Herbig and Hale, 1997 ) .
Because Internet grew in merely five old ages ( Lagrosen, 2005 ) and there are no barriers for clip or location, cyberspace selling has become the new epoch in E-commerce with junior-grade variable cost per client ( Deighton, 1997 ) . Sellers use full colour advertisement that appeal similar to both -young and old- to pull people all over the universe. The Internet is now considered as a much greater resource than traditional agencies of selling ( Herbig and Hale, 1997 ) . All industries have capable affair experts ( SMEs ) ( Marquis, 2001 ) who are responsible to unite and use cognition from different sellers and beginnings to work out industry jobs. To fix a Web site unifying SME cognition with other mention beginnings is one of illustration of Internet theoretical account, ( Strauss and Frost, 1999 ) , to retain and pull clients ( Heinen, 1996 ) . A good designed Web site can take to an interesting, low cost agencies for gross revenues publicity to worldwide clients ( Hamill, 1997 ) . Sellers should besides mention to the AIDA model-Attention, Interest, Desire and Action- to successfully pull clients by presenting the right selling on Internet ( Lagrosen, 2005 ) .
2. Objective of Study
The generalised aim of the research is to measure the part of internet selling on effectivity of selling and client relationship direction operations in specific mention to Indian organisations and Multi National Corporations ( MNCs ) operating in India. In the visible radiation of the above, the research attempts to hold the undermentioned specific aims:
1 To analyze the impact of cyberspace selling in pulling purchasers to the websites/organizations.
2 To analyze the impact of cyberspace selling in retaining purchasers of the websites/organizations.
3 To analyze the impact of cyberspace selling in keeping client trueness towards the websites/organizations.
4 To analyze the impact of cyberspace selling in supplying trade name experience to the clients of the websites/organizations.
5 To analyze the impact of cyberspace selling in keeping CRM for the clients of the websites/organizations.
3. Scope of Study & A ; its Restrictions
The proposed survey would include selected organisations in India, which have used cyberspace selling for heightening effectivity of marketing operations. The impact of cyberspace selling on pulling purchasers, retaining purchasers, keeping client trueness, supplying trade name experience and maintaining CRM would be assessed through structured research techniques.
There are some confining factors that can be called built-in in a research of this nature. These factors advise the undermentioned safeguards to be observed in apprehension and comparing the consequences.
1. The full population of the organisations will non be covered under the survey. An effort to analyze the nature of the population through the limited sample will be made. All the restrictions of a sample survey shall use to this research.
2. The values will be sampled from literature, but the jobs of representative sample of such values may stay unsolved.
3. The appraisal of comparative impact of cyberspace selling is non entirely nonsubjective. Obviously, the research would supply instead unequal footing for generalisation about the full organisational universe.
4. The methodological analysis for designation, grouping and measurement of several variables is merely one of the different possibilities and is non a perfect 1. As such, in an exploratory survey on appraisal of comparative impact of cyberspace selling, these failings are ineluctable and one will hold to utilize the findings with one ‘s adulthood and penetration to get at logical decisions.
5. The findings of the survey may be expected to keep good for top-level and middle-level executives involved in cyberspace selling in India.
4. Hypothesis
The basic hypothesis of the survey is that cyberspace selling positively affects selling operations. Some of the specific hypotheses are listed below:
1 Higher attractive force of clients is positively correlated with use of cyberspace selling.
2 Higher keeping of clients is positively correlated with use of cyberspace selling.
3 Higher trueness of clients is positively correlated with use of cyberspace selling.
4 Better trade name experience of clients is positively correlated with usage cyberspace selling.
5 Better Customer Relationship Management ( CRM ) is positively correlated with use of cyberspace selling.
5. Research Methodology
The proposed survey is to measure the impact of cyberspace selling on effectivity of marketing operations. The operation of the organisations, which have adopted internet selling, will be compared against operation of the same organisations, when cyberspace selling was non in pattern.
The anchor of this research is to set up and prolong a clear nexus between conceptual model and empirical analysis. The chief importance of this consideration comes from the belief that unless the conceptual model and empirical survey are extremely incorporate, each one of them separately would show a partitioned and deformed image of the research points. For that this survey will depend on:
Conceptual model: depending largely on the secondary informations.
Empirical survey: depending largely on the primary informations.
A combined research scheme based on study and secondary will be carried out in the research by utilizing structured questionnaires and interviews as a primary informations aggregation methods. Suitable statistical techniques like Weighted Mean Analysis and Chi Square Test would be used to analyse the collected informations and the decisions would be drawn for doing the recommendations.
The proposed survey is intended to be carried out for Indian organisations and MNCs operating in this state. The information for the survey will be chiefly generated through structured questionnaires to be filled up by different managerial forces and secondary informations ( research studies ) would besides be used, wheresoever necessary.
6. Review of Literature
The Internet plays an of import function in many companies ‘ selling communicating schemes, accounting for $ 18.5 billion in entire disbursement in 2005. Online advertisement now ranges from directory listings of the early yearss to the more recent multimedia ads enabled by picture streaming. Although on-line advertisement engineering has advanced to a great extent, consumers ‘ reaction toward on-line advertisement did non better over the old ages. To the contrary, banner ad click-through rates have steadily declined. Some intrusive on-line advertisement formats have stimulated intense negative reactions from consumers ( Edwards, Li and Lee, 2002 ) .
Despite its start as an synergistic advertisement format that should pull consumers, on-line advertisement now faces the danger of going another “ push ” media and being rejected by consumers as with traditional advertisement.
These developments run against the tendency of incorporate selling communications ( IMC ) . IMC purports the coordination of selling activities to organize a purposeful duologue with stakeholders ( Duncan 2002 ) , which implies the engagement of consumers and a demand to take consumer penchants into consideration. As a consequence, bipartisan synergistic communicating with consumers should be at the centre of marketing communicating attempts ( Duncan and Moriaty, 1998 ) . The same thought is reflected in relationship selling, which treats consumers as a spouse in the selling procedure and advocates a more intimate attack to selling ( Vargo and Lusch, 2004 ) . This suggests that, for advertisement to be genuinely effectual to today ‘s more wary and demanding consumers, it needs to set consumers back into the equation and authorise them while acquiring the message across. This issue is particularly critical to online advertisement, as it is considered the most synergistic signifier of advertisement and has the potency of taking the advertisement industry toward the right way.
While traditional selling schemes focus largely on conveying information to consumers and carrying consumers, recent theories argue for a much more active and powerful function of consumers in selling ( Stewart and Pavlou, 2002, Vargo and Lusch, 2004 ) . Consumers are no longer merely receiving systems at one terminal of the communicating continuum but alternatively actively take part in the selling procedure, including the development and distribution of advertizements. As a consequence, consumers co-construct the significance of selling messages and develop a more effectual personal relationship with companies. Reflecting this line of thought, Duncan and Moriaty ( 1998 ) argue that the key to pass oning efficaciously with consumers is a bipartisan exchange built on balance, symmetricalness, and reciprocality. This calls for attending to consumers ‘ demands and penchants in marketing communicating. It advocates constructing long-run relationship with consumers at their willingness instead than forcing merchandises to consumers to make near-term gross revenues.
Evidence of the demand to go to to consumers ‘ demands and penchants can be gleaned from research on the general attitude toward advertisement and advertisement turning away. Surveies in these countries show that advertisement signifiers that are forced onto consumers without respect to their picks are by and large received negatively ( Shavitt, Vargas and Lowrey, 2004 ) . Ads in such signifiers are more likely to be avoided ( Speck and Elliott, 1997 ) and tend to hold inauspicious effects on trade name callback and subsequent attitudes ( Mehta, 2000 ) . These negative effects have been attributed to the meddlesomeness of ad exposure, the break of normal communicating, and the resulting irritation ( Shavitt, Vargas and Lowrey, 2004, Speck and Elliott, 1997 ) . Supporting these academic findings, the advertisement industry has witnessed in recent old ages the steady diminution of dependance on Television commercials, an advertisement signifier that has been systematically rated as the most negative by consumers due to its intrusive and pushful nature ( Mittal, 1994, Shavitt, Vargas and Lowrey, 2004 ) . Advertisers are now fall backing to much softer attacks such as merchandise arrangement in Television plans and are switching their focal point to less violative media such as print media and the Internet. Taken together, academic and industry groundss both point to a demand to integrate consumers ‘ communicating penchants into advertisement.
As a freshly emerged advertisement medium, the Internet has the most possible for integrating consumer penchants into the advertisement procedure and get the better ofing the negative indication that comes with traditional media advertisement. It is an synergistic medium that allows bipartisan communicating between consumers and advertizers ( Hoffman and Novak, 1996 ) . With a diverse set of on-line advertisement tools, advertizers can prosecute in effectual multi-stage communicating with consumers. For illustration, with the initial aid of streamer ads or hunt engine listings, companies can draw interested consumers to their web sites for rich merchandise information and immersive trade name experience. The usage of on-line communities can farther intensify consumers ‘ designation and relationship with the trade name. At each measure of the procedure, consumers can actively take part by offering feedback to companies and by commanding the information they receive. Some on-line advertisement formats, such as hunt engine advertisement, present extremely targeted advertisement messages to consumers right when they need the information. All of this contributes to potentially better apprehension and incorporation of consumer demands and penchants, which should take to more effectual selling communicating.
The same features of the Internet media besides present alone challenges to advertizers. The synergistic capableness of the Internet endows consumers with more control. As a consequence, they tend to be more demanding and to be less tolerant of forced communicating from advertizers. The more goal-oriented and high-involvement nature of Internet media usage besides means that break by advertizements will make more irritation among consumers. Since some on-line advertisement formats such as interstitials force consumers to divert from their chief ends to react to the ads, they have been found to make reactance among consumers and to take to negative perceptual experiences of the advertizer and the advertised merchandises ( Edwards, Li and Lee, 2002 ) .
This ambiguous nature of synergistic communicating is reflected in the interactivity literature. Although some bing surveies have found synergistic ads to be more persuasive than non-interactive ads ( e.g. , Fortin and Dholakia, 2005, Sundar, Kalyanaraman and Brown, 2003 ) , other surveies have revealed no or even negative effects of interactivity on persuasion ( e.g. , Bezjian-Avery, Calder and Iacobucci, 1998, Coyle and Thorson, 2001, Lohtia, Donthu and Hershberger, 2003 ) . Consequently, research workers have pointed out that interactivity may non be advantageous across all consumers and/or all state of affairss ( Liu and Shrum, 2002 ) . These conflicting findings show the elaboratenesss of synergistic communicating and a demand to see how single consumers may respond to interactive advertisement messages otherwise harmonizing to their ain demands.
The cardinal consideration for an online advertizer is to maximise the benefits of the self-selected and synergistic nature of the on-line media, and in the interim avoid violative and overly synergistic advertisement messages to consumers who do non desire to interact. The first measure toward this way is to understand how much consumers are willing to utilize the Internet in an synergistic manner ( instead than as a inactive information beginning as with traditional media ) and what drives their desire to make so.
In academic research, perceived value is an of import constituent of the Technology Acceptance Model proposed by Davis, Bagozzi and Warshaw ( 1989 ) found that sensed utility is the most of import forecaster of people ‘s purpose to utilize a new information engineering, and this determination has been replicated in assorted other scenes, including consumers ‘ acceptance of online tools and consumers ‘ purpose to shop at an online shop ( Gentry and Calantone, 2002, Koufaris, 2002 ) . Within the sphere of dyadic communicating and relationships, value perceptual experience is considered a cardinal subscriber to the determination to prosecute in synergistic relationship-oriented behaviour. Sheth and Parvatiyar ( 1995 ) , for illustration, proposed that consumers are more prone to prosecute in relational market behaviour if the behavior brings values such as efficiency and hazard decrease. In an online environment, Ko, Cho, and Roberts ( 2005 ) found that consumers ‘ demands for convenience and societal interaction and the sensed ability of the Internet to carry through such demands have a positive impact on consumers ‘ interaction purposes.
While perceived value is a incentive of on-line interaction, perceived hazard can discourage a consumer from interacting online. Following Rock and Gronhaug ( 1993 ) , perceived hazard is defined as “ subjective outlooks of loss ” as a consequence of interacting online.
Research on traditional communicating demonstrates a nexus between perceived hazard and an person ‘s willingness to interact. When persons perceive a certain state of affairs to be unsure and hazardous, they are likely to retreat socially and exhibit a reluctance to prosecute in interaction ( McCroskey, 1984, Neuliep and Ryan, 1998 ) . Hazard is a cardinal subject to online selling ( Olivero and Lunt, 2004 ) . On the Internet, face-to-face communicating is replaced with screen-to-face communicating. This practical nature of the Internet brings uncertainness and hazard to online communicating and may forestall consumers from interacting more online. For illustration, an advertizer may try to arouse interaction from a consumer by directing a promotional electronic mail associating to extra information. But if the consumer perceives snaping on such email links as hazardous, he or she is improbable to take the farther measure even if there is some involvement in the merchandise. Indeed, surveies by industry, authorities, and academic research workers all recognize perceived hazard as a large obstruction to the enlargement of e-commerce ( Federal Trade Federal Trade Commission, 2000, Grabner-Kraeuter, 2002, Miyazaki and Fernandez, 2001, Olivero and Lunt, 2004 ) .
The research has shown that the grade of an person ‘s privateness and security concerns vary with the person ‘s instruction ( Burke, 2002 ) , Internet experience ( Miyazaki and Fernandez, 2001 ) , and his or her general leaning to swear ( Lee and Turban, 2001, Uslaner, 2000 ) . The different grades of concern can take to fluctuations in perceived hazard and therefore take to different degrees of willingness to prosecute in on-line interaction.
Time-pressedness refers to a consumer ‘s general deficiency of clip in finishing the undertakings in day-to-day life. Lack of clip is a common syndrome of today ‘s fast-paced life style. This time-pressedness, felt to different grades by different consumers, can hold a double-edged consequence on consumers ‘ use of the Internet. Consumers may utilize the Internet more because of its timesaving benefits ( Alba, Lynch, Weitz, Janiszewski, Lutz, Sawyer and Wood, 1997 ) . For illustration, alternatively of confer withing day-to-day newspaper and Television for handiness of merchandises and services, consumers can rapidly research a big mixture of merchandises on the Internet. The changeless handiness of the Internet besides entreaties to consumers with a tight agenda. However, bipartisan communicating is extremely piquant and time-consuming ( Liu and Shrum, 2002 ) .
In surveies of interactivity, research workers have demonstrated that the velocity of a communicating constitutes an of import dimension of how synergistic the communicating is. A more synchronised communicating leads to higher satisfaction and more positive attitude toward the communicating mark ( Liu and Shrum, 2002 ) . Industry research shows that consumers who have a faster broadband Internet connexion engage in a wider assortment of activities than consumers with regular dial-up connexions ( Horrigan, 2003 ) . Some of these activities, such as electronic mail and online chatting, are particularly communication-oriented. Such differences between broadband and dial-up Internet users can be attributed partly to the fact that a constant-on broadband connexion provides greater convenience than a dial-up connexion. Not merely does it supply the consumer more chances to interact online, its high connexion velocity besides allows richer communicating formats such as voice chatting and rich media advertisement. This makes the Internet a better pick for replacing or complementing other communicating channels ( Daft and Lengel, 1986 ) .
7. Chapterization Scheme
Chapter 01 Introduction
The first chapter of the proposed research would be devoted to the history of cyberspace selling and would reexamine the transmutation of marketing from traditional to client centric cyberspace selling. In peculiar, this chapter would discourse assorted possible parts of cyberspace selling towards fulfilment of strategic ends of organisations with particular mention to India. This chapter would lucubrate the research program and aims. This chapter would besides sketch the hypotheses and decisions.
Chapter 02 Research Methodology
This chapter of the proposed research would be devoted to set up and prolong a clear nexus between conceptual model and empirical analysis. There would be particular accent on incorporating conceptual model with empirical survey. The research tools, informations aggregation tools, informations analysis tools would be elaborated in this chapter. The sample size, trying method and justification for use in research would besides be elaborated.
Chapter 03 Attraction and Retention of Customers
This chapter of the proposed research would distinguish between Business-to-Business ( B2B ) and Business-to-Consumer ( B2C ) market places. This chapter would farther depict how and why clients purchase online and why consumers are attracted to peculiar providers. Online and off-line clients would be compared in order to understand grounds for ascertained differences. Assorted ancestors of the on-line experience would be addressed to find influences on satisfaction and purchasing behaviour. Web site efficaciousness ( usefulness and ease-of-use ) would be addressed in visible radiation of its importance in client satisfaction and keeping for on-line shopping. The chapter would reason with penetrations for cyberspace sellers to pull new purchasers, satisfy, and retain them.
Chapter 04 Customer Loyalty
This chapter of the proposed research would discourse the importance of an incorporate model for understanding the impact of corporate image, client trust, and client value on e-customer trueness in a B2C e-commerce context. This model would integrate cognitive and affectional constituents in order to derive client head portion, nurture emotional ties, and influence future purchase determinations.
Chapter 05 Brand Experience
This chapter of the proposed research would do a instance for the importance of branding attempts by reexamining major attacks to trade name development in both offline
and on-line selling environments. The construct of Interactive Brand Experiences ( IBE ) would be created and explored via the usage of selling tools, such as personalization, co-creation, purchase-process streamlining, self-service, trade name community, rich media, merchandise self-design, dynamic pricing, and customization. This chapter would cover with two major challenges involved in incorporating branding attempts in online and off-line infinites: ( 1 ) placing the appropriate techniques and the media best suited to present them and ( 2 ) put to deathing seamlessly at all touch points in the procedure.
Chapter 06 Customer Relationship Management ( CRM )
This chapter of the proposed research would lucubrate how the Internet has emerged as a powerful electronic client relationship direction tool. This chapter would stress that this tool is of practical usage merely when consumers are willing to supply the type of information that is of value to the cyberspace seller. Consumer willingness to supply personal information is a basis of client relationship direction. This chapter would research how consumers ‘ assurance in utilizing the Internet impacts their willingness to supply personal information online.
Chapter 07 Analysis and Interpretation of Data
This chapter of the proposed research would analyse the collected information and would besides construe the findings after application of statistical tools.
Chapter 08 Summary of Findings, Conclusions, Limitations and Further Scope of Research
This concluding chapter of the proposed research would sum up findings, draw decisions and lucubrate on restrictions of the proposed research. This chapter would show a futuristic expression at cyberspace selling in the decennaries to come through future research. In peculiar, this chapter would foreground the demands of organisations towards acceptance of cyberspace selling in congruity with concern schemes. In add-on, this chapter would offer some valuable suggestions for the cyberspace selling professionals of the hereafter.
8. Mentions
Mentions
Alba, Joseph, John Lynch, Barton Weitz, Chris Janiszewski, Richard Lutz, Alan Sawyer, and Stacy Wood. “ Synergistic Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces. ” Journal of Marketing 61, 3 ( 1997 ) : 38-53.
Bezjian-Avery, Alexa, Bobby Calder, and Dawn Iacobucci. “ New Media Interactive Advertising Vs. Traditional Ad. ” Journal of Advertising Research 38, July/August ( 1998 ) : 23-32.
Burke, Raymond R. “ Technology and the Customer Interface: What Consumers Want in the Physical and Virtual Store. ” Journal of the Academy of Marketing Science 30, 4 ( 2002 ) : 411-432.
Coyle, James R. , and Esther Thorson. “ The Effectss of Progressive Levels of Interactivity and Vividness in Web Marketing Sites. ” Journal of Advertising 30, Fall ( 2001 ) : 65-77.
Daft, Richard L. , and Robert H. Lengel. “ Organizational Information Requirements, Media Richness and Structural Design. ” Management Science 32, 5 ( 1986 ) : 554-571.
David C. Gilbert, Jan Powell-Perry and Sianandar Widijoso ( 1999 ) , “ Approachs by hotels to the usage of the Internet as a relationship selling tool ” , Journal of Marketing Practice: Applied Marketing Science, Vol. 5 No. 1, pp. 21-38.
Davis, Fred D. , Richard P. Bagozzi, and Paul R. Warshaw. “ User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. ” Management Science 35, 8 ( 1989 ) : 982-1003.
Deighton, J. ( 1997 ) , “ Commentary on researching the deductions of the Internet for consumer selling ” , Academy of Marketing Science, vol.25 No.4, pp.329-46.
Duncan, Tom, and Sandra E. Moriaty. “ A Communication-Based Marketing Model for Pull offing Relationships. ” Journal of Marketing 62, 2 ( 1998 ) : 1-13.
Duncan, Tom. “ IMC Using Advertising and Promotion to Construct Trade names ” ( International Edition ) , New York, The McGraw-Hill Companies, Inc. , 2002.
Edwards, Steven M. , Hairong Li, and Joo-Hyun Lee. “ Forced Exposure and Psychological Reactance: Ancestors and Consequences of the Perceived Intrusiveness of Pop-up Ads. ” Journal of Advertising 31, 3 ( 2002 ) : 83-95.
Eric Sandelands ( 1997 ) , “ Using the Internet for marketing success ” , Pricing Strategy & A ; Practice, Volume 5, No 1, pp.7-12.
Federal Trade Commission. Privacy Online: Fair Information Practices in the Electronic Marketplace, available online at hypertext transfer protocol: //www.ftc.gov/reports/privacy2000/privacy2000.pdf, 2000.
Fortin, David R. , and Ruby Roy Dholakia. “ Interactivity and Vividness Effects on Social Presence and Involvement with a Web-Based Ad. ” Journal of Business Research 58, 3 ( 2005 ) : 387-396.
Gentry, Lance, and Roger Calantone. “ A Comparison of Three Models to Explain Shop-Bot Use on the Web. ” Psychology & A ; Marketing 19, 11 ( 2002 ) : 945-956.
Grabner-Kraeuter, Sonja. “ The Role of Consumers ‘ Trust in Online-Shopping. ” Journal of Business Ethics 39, 1/2 ( 2002 ) : 43-50.
Hoffman, Donna L. , and Thomas P. Novak. “ Selling in Hypermedia Computer-Mediated Environments: Conceptual Foundations. ” Journal of Marketing 60, 3 ( 1996 ) : 50-68.
Horrigan, John B. “ Adoption of Broadband to the Home. ” PEW Internet and American Life Project, available online at hypertext transfer protocol: //www.pewinternet.org/pdfs/PIP_Broadband_adoption.pdf, 2003.
Jim Hamill ( 1997 ) , “ The Internet and international selling ” , International Marketing Review, Vol. 14, No. 5, pp.300-323.
Joseph Heinen ( 1996 ) , “ Internet selling patterns ” , Information Management & A ; Computer Security, 4/5, pp. 7-14.
Ko, Hanjun, Chang-Hoan Cho, and Marilyn S. Roberts. “ Internet Uses and Gratifications. ” Journal of Advertising 34, 2 ( 2005 ) : 57-70.
Koufaris, Marios. “ Using the Technology Acceptance Model and Flow Theory to Online Consumer Behavior. ” Information Systems Research 13, 2 ( 2002 ) : 205-224.
Lee, Matthew K. O. , and Efraim Turban. “ A Trust Model for Consumer Internet Shopping. ” International Journal of Electronic Commerce 6, 1 ( 2001 ) : 75-91.
Liu, Yuping, and L. J. Shrum. “ What Is Interactivity and Is It Always Such a Good Thing? Deductions of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness. ” Journal of Advertising 31, 4 ( 2002 ) : 53-64.
Lohtia, Ritu, Naveen Donthu, and Edmund K. Hershberger. “ The Impact of Content and Design Elements on Banner Advertising Click-through Ratess. ” Journal of Advertising Research 43, 4 ( 2003 ) : 410-418.
Marquis, S. ( 2001 ) , “ Let ‘s non disregard the potency of the Web as a mass ad medium ” , Marketing, March, p. 26. [ 14 ] Boutie, P. ( 1997 ) , “ Narratives from the Web: What do Sellers Make on the Internet Today? What Works? Why? “ , European Society for Opinion and Marketing Research ( ESOMAR ) , Amsterdam.
McCroskey, James C. “ The Communication Apprehension Perspective. ” In Avoiding Communication: Shyness, Reticence, and Communication Apprehension, J. A. Daly and J. C. McCroskey, eds. , Beverly Hills, CA: Sage Publications, 1984.
Mittal, Banwari. “ Public Assessment of Television Ad: Faint Praise and Harsh Criticism. ” Journal of Advertising Research 34, 1 ( 1994 ) : 35-53.
Miyazaki, Anthony D. , and Ana Fernandez. “ Consumer Perceptions of Privacy and Security Risks for Online Shopping. ” The Journal of Consumer Affairs 35, 1 ( 2001 ) : 27-44.
Neuliep, James W. , and Daniel J. Ryan. “ The Influence of Intercultural Communication Apprehension and Socio-Communicative Orientation During Initial Cross-cultural Interaction. ” Communication Quarterly 46, 1 ( 1998 ) : 88-99.
Olivero, Nadia, and Peter Lunt. “ Privacy Versus Willingness to Unwrap in E-Commerce Exchanges: The Effect of Risk Awareness on the Relative Role of Trust and Control. ” Journal of Economic Psychology 25, 2 ( 2004 ) : 243-262.
Paul Herbig and Brian Hale ( 1997 ) , “ Internet: the selling challenge of the 20th century ” , Internet Research: Electronic Networking Applications and Policy, Volume 7, Number 2, pp. 95-100.
Shavitt, Sharon, Patrick Vargas, and Pamela Lowrey. “ Researching the Role of Memory for SelfSelected Ad Experiences: Are Some Advertising Media Better Liked Than Others? ” Psychology & A ; Marketing 21, 12 ( 2004 ) : 1011-1032.
Sheth, Jagdish N. , and Atul Parvatiyar. “ Relationship Selling in Consumer Markets: Ancestors and Consequences. ” Journal of the Academy of Marketing Science 23, 4 ( 1995 ) : 255-271.
Speck, Paul Surgi, and Michael T. Elliott. “ Forecasters of Advertising Avoidance in Print and Broadcast Media. ” Journal of Advertising 26, 3 ( 1997 ) : 61-76.
Stephan lagrosen ( 2005 ) , “ Effectss of the cyberspace on the selling communicating of service companies ” , Journal of Services Marketing, 19/2, pp. 63-69.
Stewart, David, and Paul Pavlou. “ From Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media. ” Journal of The Academy of Marketing Science 30, 4 ( 2002 ) : 376-396.
Stone, Robert N. , and Kjell Gronhaug. “ Perceived Hazard: Further Considerations for the Marketing Dis. ” European Journal of Marketing 27, 3 ( 1993 ) : 39-52.
Strauss, J. and Frost, R. ( 1999 ) , Marketing on the Internet: Principles of Online Marketing, Prentice-Hall, Upper Saddle River, NJ.
Sundar, S. Shyam, Sriram Kalyanaraman, and Justin Brown. “ Explicating Web Site Interactivity: Impression Formation Effects in Political Campaign Sites. ” Communication Research 30, 1 ( 2003 ) : 30-59.
Uslaner, Eric M. “ Social Capital and the Net. ” Communications of the ACM 43, 12 ( 2000 ) : 60-64.
Vargo, Stephen L. , and Robert F. Lusch. “ Evolving to a New Dominant Logic for Marketing. ” Journal of Marketing 68, 1 ( 2004 ) : 1-17.