Does E-Marketing mix influence Brand Loyalty and Popularity of E-Commerce Websites?

Sriram, K V and Mathew, Asish O and Hungund, Sumukh and Phouzder, Kathakali (2019) Does E-Marketing mix influence Brand Loyalty and Popularity of E-Commerce Websites? In: The AU International Conference in Business & Economics, 13/03/2019, Bangkok,Thailand.

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E-commerce portals are increasing exponentially in terms of both business and data. Many organizations rely on their online websites to attract new customers while retaining their existing ones. E-commerce websites provide consumers with flexibility of time, price and space during their purchases. Traditional marketing mix comprising of Product, Price, Place and Promotion (4Ps) are important factors in a purchase journey. In the online environment the concept of marketing mix remains the same except that their characteristics and functions are dynamic to suit the online market place. The E-Marketing mix namely E-Product, Price Intelligence (Price sensitivity), Delivery Risk (Place) and Promotional Intelligence are influencers of consumer-buying decisions in online markets. This research is an attempt to find out the effect of E-Marketing mix on Loyalty and Popularity in E-Commerce sites. Data was collected using a structured questionnaire and was analyzed using Structural Equation Modeling-Partial Least Squares method. The results showed that Brand popularity was significantly influenced by the characteristics of the product and intelligent promotional techniques. Brand popularity had an influence on loyalty of the brand in an electronic marketing space

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: E-marketing mix, Price Intelligence, E-Product, E-Promotion, Delivery Risk, Brand loyalty, Brand popularity, Structural Equation Modelling, E-Commerce.
Subjects: Engineering > MIT Manipal > Electronics and Communication
Engineering > MIT Manipal > Humanities and Management
Depositing User: MIT Library
Date Deposited: 03 Jul 2019 04:33
Last Modified: 03 Jul 2019 04:39

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