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Source: Journal Citation ReportsTM from ClarivateTM 2022

Entrepreneurship and Sustainability Issues Open access
Journal Impact FactorTM (2022) 1.7
Journal Citation IndicatorTM (2022) 0.42
Received: 2017-09-16  |  Accepted: 2018-01-15  |  Published: 2018-03-30

Title

Model based on qualitative criteria for internet marketing development


Abstract

Purpose of this paper is to propose a model for assessment of internet marketing efficacy, based on qualitative criteria and building on the theoretical and empirical investigation of various qualitative criteria applicable to internet marketing. The methodological framework used in the investigation is based on theoretical descriptive, comparative, analytical methods. Qualitative empirical study based on expert interviews was also employed. Nine experts of internet marketing and related fields were involved in the study. The aim of qualitative study is to explore the expert opinnions on the qualitative criteria for internet marketing assessment. This feedback helps to identify problems faced by business developing internet marketing campaigns, the steps to be taken further to solve them and advance campaign efficacy. The model integrating the qualitative criteria into the internet marketing assessment is proposed. The paper analyses the creation and application of qualitative criteria of internet marketing, discusses the problems of internet marketing development, proposes the ways how to deal with the emerging problems and presents the qualitative criteria based model for internet marketing assesment. The qualitative study is the main novety of the research and is intended to scrutinise the concept of internet marketing quality and distinguish the qualitative criteria for internet marketing development.The conclusions and recommendations of the research have practical value, which will help in the process of internet marketing quality implementation.


Keywords

internet marketing, qualitative criteria of internet marketing, qualitative study


JEL classifications

M31 , M37 , L81


URI

http://jssidoi.org/jesi/article/171


DOI


HAL


Pages

618-633


This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Limba, Tadas
Mykolas Romeris University, Vilnius, Lithuania https://www.mruni.eu
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Kiškis, Mindaugas
Mykolas Romeris University, Vilnius, Lithuania https://www.mruni.eu
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Gulevičiūtė, Gintarė
Mykolas Romeris University, Vilnius, Lithuania https://www.mruni.eu
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Stasiukynas, Andrius
Mykolas Romeris University, Vilnius, Lithuania https://www.mruni.eu
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Plėta, Tomas
Mykolas Romeris University, Vilnius, Lithuania https://www.mruni.eu
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Juozapavičiūtė, Ieva
Mykolas Romeris University, Vilnius, Lithuania https://www.mruni.eu
Articles by this author in: CrossRef |  Google Scholar

Journal title

Entrepreneurship and Sustainability Issues

Volume

5


Number

3


Issue date

March 2018


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 4184  |  PDF downloads: 1948

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