Modelling the influence of online marketing communication on behavioural intentions
Modelling the influence of online marketing communication on behavioural intentions
Author(s): Alexandra Perju-Mitran, Costel-Iliuta Negricea, Tudor EduSubject(s): Psychology, Business Economy / Management, Communication studies, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Fundatia Română pentru Inteligenta Afacerii
Keywords: Online Communication; Consumer Behaviour; Consumer Perceptions;
Summary/Abstract: The present study adreses the maners in which potential consumers react to and examine online marketing communication eforts, and how their perceptions influence various decisions. By drawing from theories of consumer behaviour, several variables are taken into consideration, a model designed to integrate existing theories and a thre-way study of online user behaviour in response to online marketing mesages is defined and tested. The results of the study demonstrate that there are direct and positve links betwen the maner in which users perceive online marketing communication eforts, and direct and positve links betwen users’ atitudes towards online communication and their intention to either further inform themselves, forward the information obtained, or even become loyal to the company.
Journal: Network Intelligence Studies
- Issue Year: 2/2014
- Issue No: 04
- Page Range: 245-253
- Page Count: 9
- Language: English
