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Effectiveness of online marketing and its determinants: marketers’ perspective

The present study aims to the profile of the marketers, their e-marketing behavior and its antecedents and the service quality in online marketing and the factors leading to the successful implementation. | Effectiveness of online marketing and its determinants marketers perspective International Journal of Management IJM Volume 11 Issue 3 March 2020 pp. 439 448 Article ID IJM_11_03_047 Available online at http www.iaeme.com ijm issues.asp JType IJM amp VType 11 amp IType 3 Journal Impact Factor 2020 10.1471 Calculated by GISI www.jifactor.com ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication Scopus Indexed EFFECTIVENESS OF ONLINE MARKETING AND ITS DETERMINANTS MARKETERS PERSPECTIVE Veluchamy Ramanujam Associate Professor Bharathiar School of Management and Entrepreneur Development BSMED Bharathiar University Coimbatore Tamil Nadu India Picthai Parthiban Research Scholar Bharathiar School of Management and Entrepreneur Development BSMED Bharathiar University Coimbatore Tamil Nadu India Kasilingam Lingaraja Assistant Professor Department of Business Administration Thiagarajar College Autonomous Madurai Tamil Nadu India ABSTRACT The present study aims to the profile of the marketers their e-marketing behavior and its antecedents and the service quality in online marketing and the factors leading to the successful implementation. And also the effectiveness of online marketing its determinants and its consequences causes for service failure in online marketing and the expected service quality in online marketing. In total 535 marketers were identified. Out of the 535 marketers only 392 marketers responded the questionnaire given to them. Hence the sample size of customers came to 392 had been used to collect the data. The present study conclude that the level of EE adoption have a significant impact on the rate of implementation of online marketing. The important antecedents to implement online marketing are convenience merchandize interactivity reliability navigation and promotion. Key Words Online Marketing Service Failure Expected Service Quality JEL Classification Code M15 M31 O32 Z33 Cite this Article Veluchamy Ramanujam Picthai Parthiban and .