Model based on qualitative criteria for internet marketing development

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Collection:
Mokslo publikacijos / Scientific publications
Document Type:
Straipsnis / Article
Language:
Anglų kalba / English
Title:
Model based on qualitative criteria for internet marketing development
In the Journal:
Entrepreneurship and sustainability issues. 2017, Vol. 5 (3), p. 618-633
Summary / Abstract:

ENPurpose of this paper is to propose a model for assessment of internet marketing efficacy, based on qualitative criteria and building on the theoretical and empirical investigation of various qualitative criteria applicable to internet marketing. The methodological framework used in the investigation is based on theoretical descriptive, comparative, analytical methods. Qualitative empirical study based on expert interviews was also employed. Nine experts of internet marketing and related fields were involved in the study. The aim of qualitative study is to explore the expert opinnions on the qualitative criteria for internet marketing assessment. This feedback helps to identify problems faced by business developing internet marketing campaigns, the steps to be taken further to solve them and advance campaign efficacy. The model integrating the qualitative criteria into the internet marketing assessment is proposed. The paper analyses the creation and application of qualitative criteria of internet marketing, discusses the problems of internet marketing development, proposes the ways how to deal with the emerging problems and presents the qualitative criteria based model for internet marketing assesment. The qualitative study is the main novety of the research and is intended to scrutinise the concept of internet marketing quality and distinguish the qualitative criteria for internet marketing development.The conclusions and recommendations of the research have practical value, which will help in the process of internet marketing quality implementation. [From the publication]

DOI:
10.9770/jesi.2018.5.3(15)
ISSN:
2345-0282
Related Publications:
The Importance of security aspects in consumer preferences in electronic environment / Vida Davidavičienė, Jurgita Raudeliūnienė, Manuela Tvaronavičienė, Justinas Kaušinis. Journal of security and sustainability issues. 2018, Vol. 8 (3), p. 399-411.
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2022-01-20 16:02:23
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