Model based on qualitative criteria for internet marketing development

Tadas Limba, Mindaugas Kiškis (), Gintarė Gulevičiūtė (), Andrius Stasiukynas (), Tomas Plėta () and Ieva Juozapavičiūtė ()
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Tadas Limba: Mykolas Romeris University
Mindaugas Kiškis: Mykolas Romeris University
Gintarė Gulevičiūtė: Mykolas Romeris University
Andrius Stasiukynas: Mykolas Romeris University
Tomas Plėta: Mykolas Romeris University
Ieva Juozapavičiūtė: Mykolas Romeris University

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Abstract: Purpose 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.

Date: 2018-03-30
New Economics Papers: this item is included in nep-mkt and nep-pay
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Published in Entrepreneurship and Sustainability Issues, 2018, 5 (3), pp.618 - 633. ⟨10.9770/jesi.2018.5.3(15)⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01829601

DOI: 10.9770/jesi.2018.5.3(15)

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