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Click-and-Mortar SMEs: Attracting customers to your website

Author

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  • Lahuerta Otero, Eva
  • Muñoz Gallego, Pablo A.
  • Pratt, Renée M.E.

Abstract

Businesses have traditionally operated under a brick-and-mortar strategy, paying little attention to the electronic retail channel. Now, though, increasing competitive pressures and Web technologies as an information source necessitate that managers adopt an integrated click-and-mortar strategy. With differing levels of success, small and medium-sized enterprises (SMEs) have invested in their own websites to promote their online presence. However, the recent power of information intermediaries makes it difficult for companies to attract consumers solely through their own webpages. As a result, companies are being forced to adapt their online strategies to increase customer attraction; a proper use of backlinks and infomediaries can accomplish this at relatively low cost. This article traces the emergence of infomediaries and backlinks and the mechanics of their operation, offering managers and practitioners guidance regarding how best to improve the impact of their online visibility.

Suggested Citation

  • Lahuerta Otero, Eva & Muñoz Gallego, Pablo A. & Pratt, Renée M.E., 2014. "Click-and-Mortar SMEs: Attracting customers to your website," Business Horizons, Elsevier, vol. 57(6), pages 729-736.
    • Handle: RePEc:eee:bushor:v:57:y:2014:i:6:p:729-736
    DOI: 10.1016/j.bushor.2014.07.006
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    References listed on IDEAS

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    1. Nelson, Phillip, 1970. "Information and Consumer Behavior," Journal of Political Economy, University of Chicago Press, vol. 78(2), pages 311-329, March-Apr.
    2. Dominici, Gandolfo & Palumbo, Federica, 2013. "How to build an e-learning product: Factors for student/customer satisfaction," Business Horizons, Elsevier, vol. 56(1), pages 87-96.
    3. Laffey, Des, 2007. "Paid search: The innovation that changed the Web," Business Horizons, Elsevier, vol. 50(3), pages 211-218.
    4. Harriet Gamper, 2012. "How Can Internet Comparison Sites Work Optimally for Consumers?," Journal of Consumer Policy, Springer, vol. 35(3), pages 333-353, September.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Yan, Nina & Liu, Yang & Xu, Xun & He, Xiuli, 2020. "Strategic dual-channel pricing games with e-retailer finance," European Journal of Operational Research, Elsevier, vol. 283(1), pages 138-151.
    2. Purani, Keyoor & Kumar, Deepak S. & Sahadev, Sunil, 2019. "e-Loyalty among millennials: Personal characteristics and social influences," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 215-223.
    3. Dima Sawaftah & Ahmad Aljarah & Eva Lahuerta-Otero, 2021. "Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing," Sustainability, MDPI, vol. 13(18), pages 1-17, September.
    4. Kim, Gwia & Jin, Byoungho & Shin, Daeun Chloe, 2022. "Virtual reality as a promotion tool for small independent stores," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    5. Amar Raju G. & Souvik Roy & Santanu Mandal, 2018. "Determinants of Website Usability: Empirical Evidence from Tourism Sector in India," Global Business Review, International Management Institute, vol. 19(6), pages 1640-1662, December.

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