The dynamic development of information and communication technology, especially the rapid spread of the internet, presents marketing management with numerous challenges. Today, consumers are confronted with more and more information sources. In addition to traditional mass media, such as television, newspapers, and radio, modern information technology, as smart phones or android-tables and the internet allow to retrieve information and to connect and communicate with others whenever and wherever the need or desire arises. Marketers need to adapt to this new environment and develop new strategies and techniques to communicate successfully with their target groups and to promote their brands. Therefore, interactivity between brands and consumers becomes ever more common in marketing. The internet and internet-based communities play an important role in this context.
KeywordsPurchase Intention Behavioral Attribute Customer Behavior Marketing Management Customer Retention
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