Title:
The Influence of Website Marketing in Shaping Corporate and/or Brand
Image
Abstract: It is now largely recognized that a website is a primary
means of marketing communication for most organizations. Website communication
facilitates the exchanges processes between an organization and its customers
and other stakeholders. It is used by customers seeking information
about an organization and the products and services it markets. It
is also used to facilitate web based transactions and for some organizations
to change the competitive environment by proving one-to-one marketing opportunities
in addition to mass marketing activity. The research reported in this
paper investigates the influence of website marketing in helping to shape
corporate/brand image. It also investigates the importance of specific
website attributes in facilitating value exchange processes. It was
found that a visit to an organization’s website can play either a positive
role or negative role towards attitudinal; change. It was also found
that the key attributes to shape this change are: recognisability (intuitive
URL), ease of use, up-to-date, special offers, intuitive key words on the
website, response time to enquiries, using internet explorer, offers based
on buying history, tracking online, and mission statement. Finally, it was
found that there are gender differences regarding the influence of website
features in shaping corporate image.
Author: Joze Kuzic