Contemporary Research in E-Marketing, Volume 2

Contemporary Research in E-Marketing, Volume 2

Sandeep Krishnamurthy

Copyright: © 2005 |Pages: 375

ISBN13: 9781591408246|ISBN10: 1591408245|EISBN13: 9781591408260|ISBN13 Softcover: 9781591408253

DOI: 10.4018/978-1-59140-824-6

Cite Book Cite Book

MLA

Krishnamurthy, Sandeep, editor. Contemporary Research in E-Marketing, Volume 2. IGI Global, 2005. https://doi.org/10.4018/978-1-59140-824-6

APA

Krishnamurthy, S. (Ed.). (2005). Contemporary Research in E-Marketing, Volume 2. IGI Global. https://doi.org/10.4018/978-1-59140-824-6

Chicago

Krishnamurthy, Sandeep, ed. Contemporary Research in E-Marketing, Volume 2. Hershey, PA: IGI Global, 2005. https://doi.org/10.4018/978-1-59140-824-6

Export Reference

Favorite Full-Book Download

Contemporary Research in E-Marketing, Volume 2 builds on the intellectual capital of Volume 1 by offering a compilation of inter-disciplinary chapters on the topic of e-marketing. The Internet and the Web continue to evolve at a rapid pace, and examples of innovative applications of these technologies in the domain of marketing abound. E-marketing has become standard practice all over the world.

Contemporary Research in E-Marketing, Volume 2 offers an exciting set of chapters that use different perspectives, theories and research methodologies to enrich the burgeoning e-marketing literature. Contemporary Research in E-Marketing, Volume 2, adding to an already considerable literature, enhances our understanding of this intrinsically interdisciplinary and global phenomenon.

Table of Contents

Reset

Front Materials

Title Page

Copyright Page

Preface

Chapters

Chapter 1

Evaluation of Web Sites on Information and Entertainment Properties: The Role of Involvement (pages 1-39)

Sanjeev Swami, Ram Krishna

This paper addresses the role of consumer involvement in Web site evaluation. We investigate the factors that lead the consumer to be involved with one site more than another. Based on previous research, we use the psychological...

Chapter 2

An Examination of Consumer Behavior on eBay Motors (pages 40-57)

Mark P. Sena, Gerald Braun

With annual sales of $7.5 billion, eBay Motors has become one of the most important online marketplaces. For several years, researchers have used eBay transactions as a mechanism for examining consumer behavior and economic...

Chapter 3

Job Search at Naukri.com: Case Study of a Successful Dot-Com Venture in India (pages 58-87)

Sanjeev Swami

This chapter presents the case study of a successful dot-com venture in India, Naukri.com, in the job search market. We begin by providing an overview of job search methods in both general and the specific Indian contexts. The advent...

Chapter 4

User-Centered Design and Marketing: Online Customer Value (pages 88-105)

Thomas W. Porter

The purpose of this chapter is to help Web marketers better understand the basis for the development of more customer-focused, value-enhanced Web sites. To help address this issue, this chapter integrates theory and research from...

Chapter 5

A Synthesis and Analysis of Behavioral and Policy Issues in Electronic Marketing Communications (pages 106-118)

Merrill Warkentin, Robert S. Moore, Melissa Moore

Marketers now use numerous electronic communication vehicles in which the collection and use of personal information can influence the development of relationships between firms and individual consumers. However, the level of...

Chapter 6

Providing Value to Customers in E-Commerce Environments: The Customer's Perspective (pages 119-146)

Shailey Minocha, Liisa H. Dawson, Ann Blandford, Nicola Millard

Effective advertising, good usability, and creating value are important in an e-commerce environment to attract and retain customers. In the human–computer interaction (HCI) literature, research into the success or failure of...

Chapter 7

Key Success Requirements for Online Brand Management (pages 147-167)

Subir Bandyopadhyay, Rosemary Serjak

In recent years, many online brands (or e-brands) have emerged. For a brick-and-mortar brand to excel in the online environment, the brand manager must appreciate some of the key features of the Internet and make adjustments to the...

Chapter 8

The Evolution of Theory and Practice of Marketing in Light of Information Technology (pages 168-215)

Daniela Andreini

Marketing is a discipline that concentrates on the process of exchange between two market groups, and for this reason, it has been immediately involved with developments in the Internet—understood as a suitable phenomenon for...

Chapter 9

The Internet and Global Markets (pages 216-261)

José Manuel Ortega Egea, Manuel Recio Menedez

This chapter examines the impact of the Internet and related technologies on global marketing activities (global e-marketing), under consideration of the following aspects: • Special implications for multinational corporations (MNCs)...

Chapter 10

Stance Analysis: Social Cues and Attitudes in Online Interaction (pages 262-283)

Peyton Mason, Boyd Davis, Deborah Bosley

In this chapter, we will first discuss what stance is and highlight how we identify and measure stance using multivariate techniques, using an ongoing example taken from an Online Financial Focus Group. We review differences in...

Chapter 11

Applications of Internet-Based Marketing Instruments by Multichannel Retailers: A Web Site Analysis in the U.S. and the UK (pages 284-303)

Maria Madlberger

Online and off-line retailers fulfill a wide range of functions that are beneficial to manufacturers as well as to individual consumers. In doing so, they apply a mix of marketing instruments for their store-based and Internet-based...

Chapter 12

The E-Mode of Brand Positioning: The Need for an Online Positioning Interface (pages 304-321)

S. Ramesh Kumar

Brand positioning is a crucial strategy to any brand’s strategy. Given the rapid development of technology and its impact on online strategies, changing lifestyles of consumers, and the consumer interaction required as a part of...

Chapter 13

Locked In By Services: Willingness to Pay More and Switching Behavior in a Digital Environment (pages 322-346)

Manlio Del Giudice, Michel Polski

We discuss a dynamic model of cognitive and behavioral e-loyalty developed through the analysis of barriers (perceived switching costs) which can be raised against customer’s switching behavior. Using results from an empirical study...

Chapter 14

Comparative Analysis of International Approaches to the Protection of Online Privacy (pages 347-366)

Peter O’Connor

The Web provides unprecedented opportunities for Web site operators to implicitly and explicitly gather highly detailed personal data about site visitors, resulting in a real and pressing threat to privacy. Approaches to protecting...

Back Materials

About the Authors

Index

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.

Username or email: *

Password: *

Forgot individual login password?

Create individual account