Re-Surfing the Web: Research Perspectives on Marketing Communication and Buyer Behaviour on the W3

Abstract

The World Wide Web (W3 or WWW), the multi-media part of the internet, has recently gained the attention of academic and practising marketers. As firms of all sizes scramble to establish Web sites, there is much speculation as to the Web’s role in marketing communication, specifically, and in marketing generally, and how it will affect buyer (surfer) behaviour. To date, research has been mostly descriptive, perhaps in the absence of a more formal agenda. More systematic research is required to reveal the true nature of business on the Web, particularly from the perspective of the Web as a marketing communication medium or tool. This paper has three main components. First, the Web as a phenomenon of the late 20th century is described. Second, the Web is viewed as a marketing communication medium and integrated into well-established models of buyer behaviour and marketing communication. The possible role of the Web Site in the marketing communication mix is speculated upon, in the context of both the buying and selling process stages. The relative (to advertising and personal selling) communication effectiveness of a Web Site is contemplated. Finally, areas for further re-surfing (i.e. researching) are identified and explored. We argue that a germane understanding of the cyberspace requires three distinct perspectives: the customer’s, the marketer’s, and the theoretical. In each area we identify five broad themes that will merit research attention regarding the Web as marketing medium.