Abstract
Internet Marketing continues to be a hot topic in electronic commerce. With the demise of click-throughs, the impact of online advertising on brands has surfaced as critical. The proliferation of wireless web technologies points out the need for better study of marketing and promotions over the wireless medium. Our minitrack continues in its second year to highlight some of the most interesting studies done in this area.The paper titled “A Two-Level Approach to Establishing a Marketing Strategy in the Electronic Marketplace” by Hsiu-Yuan Tsao and Koong H.-C. Lin attempts to identify appropriate marketing strategies for different types of products in e- commerce. By considering two main factors regarding consumer disposition towards online shopping, namely purchase involvement and product information exposure, the authors develop four product categories and two levels of online marketing strategy.The second paper is titled “The Relevance of Brands in Electronic Commerce” and Ralf E. Strauss, Detlef Schoder, and Judith Gebauer author it. It is an interesting study from Europe that examines the impact of electronic commerce on the importance of brands and consumer behavior online. Brand awareness seems to be more important online than it is offline and a new group of consumers is described, called the “information seekers.”“Corporate Branding in Electronic Markets — A framework for Business-to-Business Ventures” by Ulrike Geissler and Markus Will focuses on entrepreneurs in electronic commerce. After a discussion of the basic concepts in B2B commerce and the main challenges for success in the e-business world, the authors present a five-dimensional plan for brand building for entrepreneurs in electronic commerce.In their paper “Developmental Trajectories of Individual WWW Usage: Implications for Electronic Commerce”, the authors Mario Christ, Ramayya Krishnan, Daniel Nagin, Robert Kraut, and Oliver Guenther present a unique clustering method for tracking web usage by individual users. They use longitudinal data from 4 years of web usage they discover the saturation level of web usage and web user profiles.“Modeling Consumer Visit Frequency on the Internet” by Sukekyu Lee, Fred Zufryden, and Xavier Dr?ze answers two important questions: 1) How to characterize distribution patterns of repeat visits to a web site and 2) How can user demographics and Internet usage affect their number of web site visits. Various models are presented and tested using panel data for over 1000 different web sites.Finally, in “Predicting Online Purchasing Behavior: Replications and Tests of Competing Models,” Hans van der Heijden, Tibert Verhagen, and Marcel Creemers juxtapose two different models to explain online purchasing intention: a trust oriented model and a web site oriented model. Replicating some earlier studies, the researchers find that a trust-based model appears to explain online purchasing behavior better than the web site oriented model.