This article describes how search engine optimization(SEO) is becoming an increasing useful technique in online marketing as more people look to the internet to search for information. Search Engine Optimization enables web developers to develop web pages which have a high SERP rankings. A key technique in SEO is through improving the keyword prominence of keywords. In this research, keywords within web pages are extracted, and the correlation between the frequency of these words and their keyword prominence is evaluated. The findings of this research will provide a guideline to SEO practitioners, in that they will have a better understanding of the ratio of keywords they need in to add to web pages in relation to the rest of the content.
{"title":"An Evaluation of the Impact of Keyword Frequency on Keyword Prominence","authors":"Edwin Mwosa Kivuti","doi":"10.4018/IJOM.2018070104","DOIUrl":"https://doi.org/10.4018/IJOM.2018070104","url":null,"abstract":"This article describes how search engine optimization(SEO) is becoming an increasing useful technique in online marketing as more people look to the internet to search for information. Search Engine Optimization enables web developers to develop web pages which have a high SERP rankings. A key technique in SEO is through improving the keyword prominence of keywords. In this research, keywords within web pages are extracted, and the correlation between the frequency of these words and their keyword prominence is evaluated. The findings of this research will provide a guideline to SEO practitioners, in that they will have a better understanding of the ratio of keywords they need in to add to web pages in relation to the rest of the content.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127765375","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Online shopping is one of the dividends of the Internet technology. Online shops give shoppers the privilege of getting some benefits that cannot be offered in a physical store. Despite this, many potential customers have not embraced the technology, due to varying factors. The present article adapts the Theory of Reasoned Action and Technology Acceptance Model to investigate factors affecting the adoption of online shopping by Nigerian undergraduate students, using the University of Ibadan as a case study. Employing the quantitative research approach with survey method, it was discovered that a perceived ease of use and perceived usefulness significantly influence students' attitude to online shopping. Attitude, trust and subjective norm were found to influence behavioural intention to adopt online shopping, which in turn affects students' adoption of online shopping.
{"title":"Predictors of Nigeria's Premier University Undergraduate Students' Online Shopping Adoption","authors":"Adeola O. Opesade, Omotola A. Fabowale","doi":"10.4018/IJOM.2018070102","DOIUrl":"https://doi.org/10.4018/IJOM.2018070102","url":null,"abstract":"Online shopping is one of the dividends of the Internet technology. Online shops give shoppers the privilege of getting some benefits that cannot be offered in a physical store. Despite this, many potential customers have not embraced the technology, due to varying factors. The present article adapts the Theory of Reasoned Action and Technology Acceptance Model to investigate factors affecting the adoption of online shopping by Nigerian undergraduate students, using the University of Ibadan as a case study. Employing the quantitative research approach with survey method, it was discovered that a perceived ease of use and perceived usefulness significantly influence students' attitude to online shopping. Attitude, trust and subjective norm were found to influence behavioural intention to adopt online shopping, which in turn affects students' adoption of online shopping.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"34 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125873963","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This research article analyzed the impact of Consumer factors like privacy, security, time saving and convenience and its impact on the attitude of consumers of online shopping. Further, the difference between the variables such as frequency of online shopping, time spent for shopping online, products often purchased during online shopping, value of money spent during shopping, mode of payment preferred and the consumer factors were also identified to ascertain the actual relationship. The research has focused on the student's community as the data set and their views on online shopping were collected through Questionnaire.
{"title":"Components of Consumer Factor and Its Influence on Attitude of the Student Online Shopping Community: Consumer Factor and Its Influence on Attitude","authors":"R. R. Kumar","doi":"10.4018/IJOM.2018070103","DOIUrl":"https://doi.org/10.4018/IJOM.2018070103","url":null,"abstract":"This research article analyzed the impact of Consumer factors like privacy, security, time saving and convenience and its impact on the attitude of consumers of online shopping. Further, the difference between the variables such as frequency of online shopping, time spent for shopping online, products often purchased during online shopping, value of money spent during shopping, mode of payment preferred and the consumer factors were also identified to ascertain the actual relationship. The research has focused on the student's community as the data set and their views on online shopping were collected through Questionnaire.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133639384","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Masud Ibrahim, Anthony' Freeman Mensah, Fred Asare
This article seeks to explore factors responsible for the adoption of online marketing by second hand (used) car dealers to sellers in Ghana. A conceptual framework was adopted from the extant literature using the Technology Acceptance Model as a theoretical base. This article adopts a quantitative research approach. Data for the study was obtained from 60 second hand car sellers through a self-administered questionnaire. Findings from this study revealed that factors responsible for online marketing adoption by second hand car dealers in Ghana are: perceived usefulness (marketing online, customer demand and increase productivity; ease of use (ability to upload pictures, interaction with clients, and online vehicles sales) of the platform. The study however, found no significant relationship between IT knowledge of the owner/manager, age of business and adoption of the online technology. This article highlights the importance of technology adoption in business among SMEs from technologically disadvantaged market.
{"title":"Exploring Online Marketing Adoption Factors Among Used Car Sellers in Ghana","authors":"Masud Ibrahim, Anthony' Freeman Mensah, Fred Asare","doi":"10.4018/IJOM.2018070105","DOIUrl":"https://doi.org/10.4018/IJOM.2018070105","url":null,"abstract":"This article seeks to explore factors responsible for the adoption of online marketing by second hand (used) car dealers to sellers in Ghana. A conceptual framework was adopted from the extant literature using the Technology Acceptance Model as a theoretical base. This article adopts a quantitative research approach. Data for the study was obtained from 60 second hand car sellers through a self-administered questionnaire. Findings from this study revealed that factors responsible for online marketing adoption by second hand car dealers in Ghana are: perceived usefulness (marketing online, customer demand and increase productivity; ease of use (ability to upload pictures, interaction with clients, and online vehicles sales) of the platform. The study however, found no significant relationship between IT knowledge of the owner/manager, age of business and adoption of the online technology. This article highlights the importance of technology adoption in business among SMEs from technologically disadvantaged market.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126407932","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
C. Kolo, Stefan Widenhorn, Anna-Lena Borgstedt, David Eicher
{"title":"A Cross-Cultural Perspective on Motives and Patterns of Brand Recommendation in Social Media","authors":"C. Kolo, Stefan Widenhorn, Anna-Lena Borgstedt, David Eicher","doi":"10.4018/IJOM.2018040102","DOIUrl":"https://doi.org/10.4018/IJOM.2018040102","url":null,"abstract":"","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"2014 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132463576","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The main objective of this article is to examine online banking service quality factors that influence customer satisfaction in Visakhapatnam city, Andhra Pradesh, India. Data was collected through structured questionnaire from a sample of 513 respondents. Factor analysis was done to find out the contribution of each variable and multiple regression was used to test the hypothesis. This study found six factors, responsiveness, reliability, privacy and security, ease of use, website design and information quality that have positive influence on customer satisfaction. The findings help the banker to identify the critical areas to pay attention to increase customer satisfaction in online banking.
{"title":"Service Quality and Customer Satisfaction in Online Banking","authors":"V. Dharmavaram, Rajyalakshmi Nittala","doi":"10.4018/IJOM.2018040103","DOIUrl":"https://doi.org/10.4018/IJOM.2018040103","url":null,"abstract":"The main objective of this article is to examine online banking service quality factors that influence customer satisfaction in Visakhapatnam city, Andhra Pradesh, India. Data was collected through structured questionnaire from a sample of 513 respondents. Factor analysis was done to find out the contribution of each variable and multiple regression was used to test the hypothesis. This study found six factors, responsiveness, reliability, privacy and security, ease of use, website design and information quality that have positive influence on customer satisfaction. The findings help the banker to identify the critical areas to pay attention to increase customer satisfaction in online banking.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"82 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126241948","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Buying on the Internet is one of the most rapidly growing modes of shopping demonstrating a double-digit annual increase in sales in recent years. Reasons for such growth seem to arise from its advantages such as convenience, the ability to be seen as a leisure activity, savings of time and effort, and its 24 hours a day and 7 days a week access. Although Internet buying has shown rapid growth, it also has been hampered by the real or perceived perceptions of consumers that it lacks privacy and security while also suffering from issues in product delivery and returns and tactility. The primary purpose of the study is to explore the profile of Internet buyers and compare them to the non-buyers in terms of demographic characteristics, technology experiences, and his or her attitudes towards consumer and marketing issues. Such information will help e-tailers as they work to develop more effective and efficient online retail outlets.
{"title":"An Empirical Study on Factors Influencing Shoppers' Online Buying Behavior: A Study in Dehradun and Haridwar Districts of Uttrakhand, India","authors":"Som Aditya Juyal","doi":"10.4018/IJOM.2018010104","DOIUrl":"https://doi.org/10.4018/IJOM.2018010104","url":null,"abstract":"Buying on the Internet is one of the most rapidly growing modes of shopping demonstrating a double-digit annual increase in sales in recent years. Reasons for such growth seem to arise from its advantages such as convenience, the ability to be seen as a leisure activity, savings of time and effort, and its 24 hours a day and 7 days a week access. Although Internet buying has shown rapid growth, it also has been hampered by the real or perceived perceptions of consumers that it lacks privacy and security while also suffering from issues in product delivery and returns and tactility. \u0000The primary purpose of the study is to explore the profile of Internet buyers and compare them to the non-buyers in terms of demographic characteristics, technology experiences, and his or her attitudes towards consumer and marketing issues. Such information will help e-tailers as they work to develop more effective and efficient online retail outlets.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"77 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126002888","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Chayada Apiraksattayakul, S. Papagiannidis, E. Alamanos
This study presents an empirical investigation as to the key determinants of purchase intention towards clothing on Instagram. A conceptual model has been created, based upon the relevant literature and research questions of this study, which has subsequently been evaluated through a quantitative methodology. A convenience sample of 200 Thai customers was selected in order to complete the questionnaire. The accumulated data was analysed via multiple regression in order to test the study's hypotheses. The results suggest that four aspects contribute positively towards customer purchase intentions perceived social value, perceived price value, perceived quality value and perceived benefits while, in contrast, risk perceptions have been found to adversely impact upon customer purchase intentions. Two other aspects, perceived emotional value and electronic word of mouth, have been found to have no significant influence upon purchase intentions.
{"title":"Shopping via Instagram: The Influence of Perceptions of Value, Benefits and Risks on Purchase Intentions","authors":"Chayada Apiraksattayakul, S. Papagiannidis, E. Alamanos","doi":"10.4018/IJOM.2017100101","DOIUrl":"https://doi.org/10.4018/IJOM.2017100101","url":null,"abstract":"This study presents an empirical investigation as to the key determinants of purchase intention towards clothing on Instagram. A conceptual model has been created, based upon the relevant literature and research questions of this study, which has subsequently been evaluated through a quantitative methodology. A convenience sample of 200 Thai customers was selected in order to complete the questionnaire. The accumulated data was analysed via multiple regression in order to test the study's hypotheses. The results suggest that four aspects contribute positively towards customer purchase intentions perceived social value, perceived price value, perceived quality value and perceived benefits while, in contrast, risk perceptions have been found to adversely impact upon customer purchase intentions. Two other aspects, perceived emotional value and electronic word of mouth, have been found to have no significant influence upon purchase intentions.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"120989618","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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