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On Aspects of Internet and Mobile Marketing from Customer Perspective

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Information Technology for Management: Current Research and Future Directions (AITM 2019, ISM 2019)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 380))

Abstract

The main aim of this article is to identify customers’ opinions concerning the place, role and influence of electronic marketing tools on making purchases on the Internet. The authors have applied the division of e-marketing into its traditional and electronic forms, on desktop computers and mobile devices, which was significant due to diversified opinions of clients concerning its use. The studies have been carried out with the application of a CAWI method examining a convenient, randomly selected sample of clients who are active in the Internet. The studies were aimed at evaluating specific e-marketing media and techniques which, in the customers’ view, influenced shopping on the Internet. In particular, the respondents commented on the advantages, disadvantages and benefits resulting from the application of e-marketing on mobile devices. The conclusions and recommendations from the study may contribute to better use of these factors in order to facilitate consumers’ purchases, not only in the Internet.

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Authors and Affiliations

  1. Faculty of Management, University of Warsaw, 1/3 Szturmowa, 02-678, Warsaw, Poland

    Witold Chmielarz & Marek Zborowski

  2. School of Applied Sciences, Usak University, Ankara İzmir Yolu 8.Km Bir Eylül Kampüsü, Merkez, Turkey

    Mesut Atasever

Authors
  1. Witold Chmielarz
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  2. Marek Zborowski
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  3. Mesut Atasever
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Corresponding author

Correspondence to Marek Zborowski .

Editor information

Editors and Affiliations

  1. University of Economics in Katowice, Katowice, Poland

    Ewa Ziemba

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Chmielarz, W., Zborowski, M., Atasever, M. (2020). On Aspects of Internet and Mobile Marketing from Customer Perspective. In: Ziemba, E. (eds) Information Technology for Management: Current Research and Future Directions. AITM ISM 2019 2019. Lecture Notes in Business Information Processing, vol 380. Springer, Cham. https://doi.org/10.1007/978-3-030-43353-6_2

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  • DOI: https://doi.org/10.1007/978-3-030-43353-6_2

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-43352-9

  • Online ISBN: 978-3-030-43353-6

  • eBook Packages: Computer ScienceComputer Science (R0)

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