Navigating the digital landscape: how e-marketing and product attractiveness shape company reputation from a customer-centric perspective

Abstract

Purpose

This study investigates the influence of e-marketing risks on a Corporation’s Reputation (CR) resulting from its online marketing of products and services.

Design/methodology/approach

A comprehensive analysis was conducted to enhance the company’s e-marketing strategies and bolster its reputation in the market. This involved an investigation into key factors of e-marketing risks, such as customer confidence, product quality, marketing fraud, credibility and customer knowledge and proficiency in using online platforms. These factors have directly impacted the company’s reputation, including aspects such as product/service quality, attractiveness, performance and commitment to social responsibility.

Findings

Its finding indicates that customers' lack of confidence in e-marketing has a strong impact on CR, followed by product quality and credibility. The absence of consumer awareness about e-marketing websites and e-fraud frequently negatively affects the organizational reputation.

Practical implications

To enhance the corporation’s reputation, it is recommended that companies provide educational resources on online shopping, including guidance on using the company’s website, comparing prices and other services that facilitate online purchases. This will help to support the credibility of e-marketing and enhance customer trust.

Originality/value

This research is an exploration of how e-marketing has affected a Corporation’s Reputation. It provides modern knowledge about the dynamic interplay between digital strategies and brand perception. Investigating this relationship provides valuable insights into the evolving landscape of consumer trust in the digital age. By analysing the various ways in which e-marketing influences a company’s reputation, innovative approaches can be developed to enhance its online presence and build lasting customer trust.

Citation

Mkalaf, K.A., Kadhum, A.A., Al-Hadeethi, R.H. and Al-Bazi, A. (2024), "Navigating the digital landscape: how e-marketing and product attractiveness shape company reputation from a customer-centric perspective", Journal of Contemporary Marketing Science, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JCMARS-06-2023-0019