Internet Marketing Research: Theory and Practice

Internet marketing has become an important aspect of e-commerce and various strategies are implemented to support marketing on the Internet. What is really working or not in Internet marketing, however, requires a whole new approach of quantitative and empirical methods. This volume provides a rigorous test of the Internet marketing phenomenon. What motivates consumers to use commercial sites? What kind of user interface works? What needs to be done to build a customer relationship? How do consumers react emotionally to Web sites? What online strategies work? What is working in marketing e-books? What Web site features enhance marketing performance? These, and other questions, are discussed and answers are offered.