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128148

Exploring the Role of Internet Usagein Facilitating Marketing Activities:An Empirical Study of UK Companies

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Last updated: 04 Jan 2025

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Abstract

The purpose of this research is to investigate the effects of the Internet use on marketing activities. Based on the previous literature, the effect of the Internet on marketing activities has been categorised into four basic dimensions, 1) customer relations' activities, 2) marketing performance, 3) marketing efficiency 4) customer targeting activities.However, few empirical studies have been done regarding customer relations and targeting activities that are affected by the use of the Internet, and the effect of that on marketing efficiency. By studying the practice of 123 UK companies, it has been found that the use of the Internet positively influences customer relations and targeting activities, marketing performanceand marketing efficiency.
 

DOI

10.21608/caf.2013.128148

Authors

First Name

Reyad Ali

Last Name

Eid

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City

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Orcid

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First Name

Yasser

Last Name

Alkasrawy

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Volume

33

Article Issue

4

Related Issue

19024

Issue Date

2013-12-01

Receive Date

2013-03-07

Publish Date

2013-12-01

Page Start

25

Page End

52

Print ISSN

1110-4716

Online ISSN

2682-4825

Article File

CAF_Volume 33_Issue 4_Pages 25-52.pdf

PDF . 473.8kB

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https://caf.journals.ekb.eg/article_128148.html

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https://caf.journals.ekb.eg/service?article_code=128148

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Publication Title

التجارة والتمويل

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https://caf.journals.ekb.eg/

MainTitle

Exploring the Role of Internet Usagein Facilitating Marketing Activities:An Empirical Study of UK Companies

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Article

Created At

22 Jan 2023