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Model based on qualitative criteria for internet marketing development

Author

Listed:
  • Tadas Limba

    (Mykolas Romeris University, Lithuania)

  • Mindaugas Kiškis

    (Mykolas Romeris University, Lithuania)

  • Gintarė Gulevičiūtė

    (Mykolas Romeris University, Lithuania)

  • Andrius Stasiukynas

    (Mykolas Romeris University, Lithuania)

  • Tomas Plėta

    (Mykolas Romeris University, Lithuania)

  • Ieva Juozapavičiūtė

    (Mykolas Romeris University, Lithuania)

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.

Suggested Citation

  • Tadas Limba & Mindaugas Kiškis & Gintarė Gulevičiūtė & Andrius Stasiukynas & Tomas Plėta & Ieva Juozapavičiūtė, 2018. "Model based on qualitative criteria for internet marketing development," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 5(3), pages 618-633, March.
    • Handle: RePEc:ssi:jouesi:v:5:y:2018:i:3:p:618-633
    DOI: 10.9770/jesi.2018.5.3(15)
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    References listed on IDEAS

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    2. Eric Anderson, 2010. "Social Media Marketing," Springer Books, Springer, number 978-3-642-13299-5, September.
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    More about this item

    Keywords

    internet marketing; qualitative criteria of internet marketing; qualitative study;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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