European Journal of Marketing: Volume 32 Issue 7/8

Competitive advantages in virtual markets ‐ perspectives of “information‐based marketing” in cyberspace

Rolf Weiber, Tobias Kollmann

The aim of the following discussion is to present the division of markets into marketplace and marketspace and evaluate the significance of virtual value chains in opening up…

New interactive media: experts’ perceptions of opportunities and threats for existing businesses

Arvind Sahay, Jane Gould, Patrick Barwise

The research reported here takes a complementary approach to the direct user/consumer studies, by measuring experts’ perceptions of the likely impact of new interactive media…

Early adopters of the Web as a retail medium: small company winners and losers

Robert M. O’Keefe, Gina O’Connor, Hsiang‐Jui Kung

From July 1995 until July 1996 we followed a group of small companies that were retailing on the Web. We surveyed our sample three times over this period, collecting both…

“Postmodern” versus “long‐standing” cultural narratives in consumer behavior: an empirical study of NetGirl online

Stephen J. Gould, Dawn B. Lerman

In recent research, two views of the possible postmodern consumer have emerged. One view, advanced by Firat and Venkatesh, postulates that the consumer has increased expressive…

Conceptualizing consumer experiences in cyberspace

Chuan‐Fong (Eric) Shih

The purpose of this paper is to address consumer experiences in cyberspace and which aspects of technology brought about these experiences. This paper proposes a conceptual model…

Cybermarketscapes and consumer freedoms and identities

Alladi Venkatesh

When examining the issue of consumers in cyberspace, there appear to be two recurring narratives. One refers to the unidimensional perspective of marketing and how marketing tries…

The relationship between advertising and content provision on the Internet

Yuehong Yuan, Jonathan P. Caulkins, Stephen Roehrig

Explores the question of whether the traditional practice of bundling advertisements with content will prevail or become less common on the Internet. Given that revenue from…

The identification and satisfaction of consumer analysis‐driven information needs of marketers on the WWW

Shahana Sen, Balaji Padmanabhan, Alexander Tuzhilin, Norman H. White, Roger Stein

Investigates the information needs of marketers on the WWW for consumer analysis purposes, and examines how these can be met. Begins by briefly highlighting the attractiveness of…

World Wide Web banner advertisement copy testing

Charles F. Hofacker, Jamie Murphy

Explores one of the many exciting advertising research possibilities spawned by the Web, namely the efficacy of banner advertisements designed to lure the browser to an external…

On‐line focus groups: conceptual issues and a research tool

Mitzi M. Montoya‐Weiss, Anne P. Massey, Danial L. Clapper

Explores the potential effects of computer technology on the traditional structure and functioning of focus groups. On‐line focus groups are purported to be cost‐effective, enable…

What makes commercial Web pages popular?: An empirical investigation of Web page effectiveness

Utpal M. Dholakia, Lopo L. Rego

There are two main objectives of the paper. First, in a systematic and statistically rigorous manner, we attempt to descriptively document the types and nature of marketing…

Factors affecting consumers’ “Webad” visits

Niranjan V. Raman, John D. Leckenby

Attracting consumers to a marketer Web site is critical to the effectiveness of a Web presence, and longer visits are a possible measure of success of these Web sites. Since…