E-marketing Mix Research Articles

The Impacts of e-marketing mix on The customer’s Loyalty of The Jordanian Telecom Company (ORANGE) Case Study in Amman/ Jordan

The Impacts of e-marketing mix on The customer’s Loyalty of The Jordanian Telecom Company (ORANGE) Case Study in Amman/ Jordan

Discriminant Analysis of E-Marketing Mix in Online Purchasing Decision and its Implication for Millenials Students Education

The study aims to analyze the variables of e-marketing mix (product, price, place, promotion, personalization, privacy, customer service, community, site, and sales promotion) that can differentiate consumer purchasing decisions from generation millenial and non-millenial . This study is expected to provide an understanding of digital consumer buying behavior related to the generation of millenials students. The study population are all the people who have made a purchase online, while samples are selected based on purposive random sampling as 200 respondents. The data analysis uses a discriminant analysis IBM SPSS Statistics program 22. The test results prove that the discriminant variable sites and communities are able to discriminate against cross-generational purchase decisions . https://doi.org/10.26905/jmdk.v7i2.3329

The Efficiency Level of E-Marketing Strategies and its Impact on the Enhancement of Hotel Establishments Position in Consumer Mind (Comparative study between the hotel establishments in Jordan and Saudi Arabia)

This study aims to identify the impact of strategies efficiency level of electronic marketing mix factors and electronic promotional mix factors on the enhancement of Jordanian and Saudi hotel establishments position in the consumer mind, and to achieve the objectives of the study researchers relied on the descriptive analytical approach and built a questionnaire as a tool to collect data from the study sample, where the researcher distributed (40) questionnaires on the customers of selected hotels at the Hashemite Kingdom of Jordan and (40) other questionnaires on the customers of selected hotels at Saudi Arabia, which conclude that the amount of distributed questionnaires is (80) in an appropriate and random way, (70) of those questionnaires were recovered and valid for analysis with (35) questionnaires were selected from the Jordan sample and the other (35) were selected from the Saudi Arabia sample. Results showed the existance of a statistically significant impact at (67%) for the role of e-marketing mix elements on the enhancement of hotel establishment's position at the Jordanian and Saudi hotel market, and results also showed that efficiency impact level of e-mix strategies on the enhancement of hotel establishments position in the Jordanian and Saudi hotel market came at high degree with an arithmetic mean of (3.85-4.39) for the responses of sample members from the hotels customers in Jordan and Saudi Arabia respectively. The study also made some recommendations where the most important was the continuous improvement of website which gives the consumer an impression about the quality level of electronic product and build a clear imagination of the real product, which contributes significantly to the consumer selection process. Keywords: consumer mind, e-distribution, e-marketing strategies, e-pricing, e-product, e-promotion, hotel establishments' position DOI : 10.7176/JMCR/62-05 Publication date : November 30th 2019

Ramadan dan Promosional: Strategi Komunikasi Pemasaran PT Unilever Indonesia Tbk

The purpose of this research is to know marketing communication strategy conducted by PT. Unilever Indonesia Tbk. using media webpage in increasing sales especially in the month of Ramadan. This research uses descriptive research type using qualitative method. Data collection techniques used in this study are literature study and field study of field observation (field obersvation) and depth interviews (depth interview) on the parties who play an important role in PT. Unilever Indonesia Tbk. Based on the results of research, found that marketing communication strategy conducted by PT. Unilever Indonesia through media webpage is known to be quite effective in increasing consumer buying interest and increasing sales during the session. By using marketing mix on E-marketing Mix that is, Product (product), Price (price), place (place).Keywords: Marketing Communication, Webpage, PT. Unilever Indonesia Tbk

Understanding Chinese Gamblers' Adoption of Online Casinos based on E-Marketing Mix Model

This paper presents a quantitative study of online casino adoption based on the e-marketing mix model. The Internet has changed the business context of many industries. Online casino is one such rapidly growing industry. Different e-marketing approaches have been widely adopted by online casinos to attract more customers. In China, there are twice as many online gamblers as there are online shoppers. Due to the high population in China, the market potential is huge. The purpose of this study is to evaluate the impact of Chinese gamblers’ perceptions of e-marketing mix elements on their adoption of online casinos. The results can provide a reference for investors to develop more effective online casino businesses.

أثر عناصر المزيج التسويقي الإلكتروني على الميزة التنافسية للبنوك الجزائرية = The Effect of E-Marketing Mix Elements on the Competitive Advantage for the Algerian Banks

التسويق الإلكتروني | الميزة التنافسية | عناصر المزيج التسويقي | المنتجات المصرفية الإلكترونية | البيئة المصرفية | E-Marketing | Competitive Advantage | Marketing Mix Elements | E-Banking Products | Banking Environment

CHINESE GAMBLERS’ PERCEPTIONS OF E-MARKETING MIX ELEMENTS FOR ONLINE CASINOS

Internet ubiquity has revolutionized numerous industries, making online shopping and auctions a profitable business sector that is now impacting on the casino industry. Different e-marketing approaches have been widely adopted by online casinos to facilitate betting transactions. The uniqueness of e-marketing is characterized via a series of specific and relational functions that are combined with the traditional 4Ps (Product, Price, Place and Promotion) to form the e-marketing mix elements. The renown and popularity of gambling on internet casinos is growing rapidly, with the online casino business seeing significant growth in Europe, Asia and South America. In China, there are twice as many online gamblers as there are online shoppers. In this study, the perceptions of Chinese gamblers are analyzed to find out: i) the demographic effect on their perceptions of e-marketing mix elements offered by online casinos; ii) the relationships between their perceptions of e-marketing mix elements. The results can provide a reference strategy for the investors in online casinos to develop e-marketing plans for the online businesses.

The Role of E - Marketing in the Development of Internet User Attitudes Toward Tourist Sites in Saudi Arabia

The Internet has become just a vital part of the contemporary social life. It has gained importance in tourism sectors and institutions since it has served as a means to reach people who are interested and to influence their attitudes and behavior towards tourist sites. This research intended to identify the role of e-marketing in the developing attitudes of Internet users to tourist sites in Saudi Arabia. The research aimed also to explore the e-marketing mix: electronic service, cost, promotion, website, the accuracy of the information, payment, and personalization. The paper reviewed the previous studies of the electronic marketing of tourism, and worked on and developed a tool for field data collection which has given acceptable Validity and Reliability indicators. The research has been carried out with 478 participants (Internet users) chosen from various regions of the Kingdom. This paper presents methods to improve the role of e-marketing attitudes on Internet users in relation to tourism and through touching the needs and desires of tourists and its impact on the design of the website. The results of the research indicated that the level of using e-marketing towards the tourist sites in Saudi Arabia has increased, the attitudes of Internet users to tourist sites in Saudi Arabia were positive, and the dimensions of the e-marketing mix (e-service, price, promotion, website, the accuracy of the information, and payment) have impacted on Internet users’ attitudes towards the tourist sites in Saudi Arabia. Keywords: E-marketing, Tourism; Internet; Attitudes.

Demographic Analysis of Chinese Gamblers’ Perceptions of E-marketing Mix Elements Adopted by Online Casinos

The Internet explosion has revolutionized numerous industries, making online shopping and auctions into profitable business sectors. An increasingly important market sector is the casino industry. The profile and popularity of gambling on an internet casino is evolving rapidly, with the online gambling business seeing significant growth in Europe, Asia and South America. In China, there are twice as many online gamblers as there are Internet shoppers. In this study, the Chinese gamblers' perceptions of e-marketing mix elements offered by online casinos will be analyzed. The purpose is : i) to investigate the popular e- marketing tools supported by existing online casinos; ii) to evaluate the demographic effect on Chinese gamblers' perceptions of e-marketing mix elements. The results can provide a market reference for investors in online casinos. 

Determinants And Effects Of Applying Electronic Marketing In Alexandria Hotels: Current Status And Future Trends

Alexandria is an international tourist destination. Due to its limited natural attractions and growing regional competition, Alexandrian hotels? operators need to adopt and implement creative marketing tools. This study explores the current and future adoption and role of electronic marketing (E-marketing) strategies and e-distribution channels in Alexandrian hotels. Despite the exponential growth of E-marketing, little is still known about its application and effectiveness in Alexandrian hotels. This exploratory study aims to fill in this gap. Field study revealed that most e-marketing procedures have not been applied, application of Awareness/General-Policy-related procedures helps better apply procedures in other phases, and that 5-star hotels apply E-marketing partially better than 4-star hotels. Further managers? opinions and thoughts have been sought, concerning the overall context and perceived barriers of applying E-marketing, both current and future aspects. Finally, best E-marketing practices are identified, and a simplified strategy for developing an effective E-marketing mix is proposed

Measuring E-Marketing Mix Elements for Online Business

E-marketing strategy is normally based and built upon the traditional 4 P’s (Product, Price, Promotion, and Place) that forms the classic marketing mix; e-marketing’s uniqueness is created using a series of specific and relational functions that are combined with the 4P’s to form the e-marketing mix elements, each of which contain associated e-marketing mix tools that are provided on business web sites to facilitate sales transactions. This research analyses the importance of each e-marketing tool related to its supporting e-marketing mix element. Furthermore, the composite score of each e-marketing mix element is determined. This research concludes with a discussion of the relative weights of e-marketing tools.

Shift of Marketing Mix to E-Marketing Mix: The Birth to New Era

The marketing mix was created in the early days of the marketing concept when physical products, physical distribution and mass communication were dominant. The marketing mix paradigm, in its famous version of the 4 Ps, went all the way through the evolution of marketing theory being object of discussion both in academic literature as well as in managerial practice. In today’s era of revolutionary change the digital business represents the more recent of the business contexts and the one with the greater need for a differentiation and upgradation of the mix. Throughout this evolutionary process, researchers have given their views who think the 4 Ps paradigms is able to adapt to the environmental changes by including new elements inside each “P,” and some affirmed that the 4 Ps paradigm is obsolete and propose new paradigms. This paper aims to clarify these two different approaches to marketing mix evolution through a review of the main literature regarding e-marketing mix and its constituents which provides an up gradation to the existing elements of marketing mix as well as focusing on the development of marketing mix theory for the digital context. The research emphasizes on the variables which creates an affinity in the minds of the customers towards digital shopping including along with the traditional marketing mix the other blends they are: Portability, Performance, Payment, and Privacy. In the context of the wars between the upstart internet retailers and the existing brick and mortar retailers, this study would pave the way to consider E-marketing as an innovated way to customer delight.

Consumers' SKU choices in an online supermarket: a latent class approach

This study examines the effects of loyalty and e-marketing mix variables on the choices of online consumers at the stock-keeping-unit (SKU) level. Using a panel dataset from an online supermarket, we estimate a discrete choice model of a frequently purchased product; generate the refined smoothing constants of the loyalty variables for brand, size, and SKU; and adopt the latent class approach to address consumer heterogeneity. The findings suggest that SKU loyalty is a better predictor of consumer choices than brand and size loyalty. Although online consumers are not sensitive to the net prices of SKU alternatives, they are attracted to price promotions. While webpage display has little effect on SKU choices, speedy delivery has a positive impact. The latent class approach significantly improves model fitness and classification accuracy. Analysing consumer choices at the SKU level can help online supermarkets with promotion planning and inventory and distribution management to improve customer satisfaction and profitability.

Ontology-Based Shopping Agent for E-Marketing

Before Internet consumers make buying decisions, several psychological factors come into effect and reflect individual preferences on products. In this paper, the authors investigate four integrated streams: 1) recognizing the psychological factors that affect Internet consumers, 2) understanding the relationship between businesses’ e-marketing mix and Internet consumers’ psychological factors, 3) designing an ontology mapping businesses’ e-marketing mix with Internet consumers’ decision-making styles, and 4) developing a shopping agent based on the ontology. The relationship between businesses’ e-marketing mix and Internet consumers’ psychological factors is important because it can identify situations where both businesses and Internet consumers benefit. The authors’ ontology can be used to share Internet consumers’ psychological factors, the e-marketing mix of online business and their relationships with different computer applications.

From Marketing Mix to e-Marketing Mix: a literature overview and classification

The marketing mix paradigm, in its famous version of the 4Ps, went all the way through the evolution of marketing theory: from the marketing concept, through relationship marketing, to digital economy, being object of discussion both in academic literature and managerial practice. If it is a fact that the 4Ps marketing mix is a milestone of marketing theory, it is also true that the evolution of business contexts has created, in many fields, the need to review the

The relationship between the e-marketing mix strategies and organisational performance: an empirical investigation of international organisations in Jordan

The aim of this research was to investigate the relationship between the e-marketing mix strategies and the performance of international companies in Jordan. The primary data was collected from 168 managers working for the international companies' headquarters in Jordan. Exploratory and confirmatory factor analyses were used to identify the e-marketing mix strategies and performance dimensions, and structural equation modelling was employed to test the research model and hypotheses. The findings indicate that there is a positive and significant relationship between the e-marketing mix strategies, namely, e-product, e-pricing, e-promotion and e-distribution channels, and the overall performance of international companies. There is also a positive and significant relationship between the e-marketing mix strategies and the financial and nonfinancial performance. This study found that the e-promotion and e-pricing strategies are the most influential elements of the e-marketing mix strategies on the international companies' performance. Research results, conclusions, practical recommendations, contributions to e-marketing research and future research opportunities are also discussed.

The E-Marketing Mix: A Contribution of the E-Tailing Wars

In the context of the wars between the upstart Internet retailers and the existing bricks-and-mortar retailers, many e-marketing techniques were invented. This article develops a single unifying and theoretically based taxonomy for e-marketing techniques: the e-marketing mix. Drawing on the paradigms of exchange, relationships, and digital interactions in networks, 11 e-marketing functions are identified that form the elements of the e-marketing mix. Nine of the 11 e-marketing functions are considered basic, while 7 functions moderate the effects of others and are termedoverlapping. The 11 e-marketing functions provide a categorization of the e-marketing techniques. Compared to the conventional marketing mix, the e-marketing mix has more overlapping elements and directly represents personalization, an aspect of segmentation, as a basic function. The existence of multiple elements that are basic and overlapping in the e-marketing mix indicates that integration across elements should be more commonplace compared to the traditional marketing mix.

Modelling E-Marketing Strategies: Internet Presence and Exploitation of Greek Hotels

Despite the wide use of the Internet in the tourism industry and the exponential growth of e-commerce, little is still known on how the new medium is transforming marketing practices and concepts. The purpose of this empirical study is to fill in this gap. Specifically, the study first analyses Internet's capabilities as well as the Virtual Marketspace and the marketing transformations that the Internet is creating. After reviewing models and strategies for Internet marketing, an e-marketing mix is proposed that exploits Internet capabilities. The latter is used in order to investigate and provide suggestions on the development of Internet strategies of hotels in Greece.