Usage and effectiveness of online marketing tools among Business-to-Consumer (B2C) firms in Singapore

Thompson S.H. Teo

International Journal of Information Management, 2005, vol. 25, issue 3, 203-213

Abstract: This study seeks to identify the extent of usage and perceived effectiveness of various online marketing tools among Business-to-Consumer (B2C) firms in Singapore. The findings reveal that there are some significant differences between the extent to which websites utilize the various online marketing tools and the perceived effectiveness of such tools. Implications of the results are discussed and the results should be useful in helping B2C firms decide on the appropriate marketing tools to implement.

Keywords: Online marketing; Business-to-consumer; Websites; Singapore (search for similar items in EconPapers)
Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:eee:ininma:v:25:y:2005:i:3:p:203-213

DOI: 10.1016/j.ijinfomgt.2004.12.007

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