Yajulu Medury

Internet Marketing and Consumers Online: Identification of Website Attributes Catering to Specific Consumer Intents in a Digital Paradigm

The internet plays two important roles in marketing-influencing consumer behavior and harnessing consumer intelligence. While its vital for organizations to evaluate consumer intentions and provide consumers the necessary information they are looking for, equally important is the need for collecting consumer data by studying the consumer behavioral patterns on the internet and subsequently nurturing long term relationships with consumers. This study aims at identifying the dimensions of website attributes that represent intentions of consumers for visiting product and brand websites and examines the relationship between various website attributes, with respect to the function performed by the attribute. The methods on how the results were obtained and used will be explored further in this article. This research will be further used for analyzing website attributes with respect to Web Traffic, Website Reputation, Alexa Reach & Readability.

Websites and Internet Marketing: Developing a Model for Measuring a Website’s Contribution to the Brand

Websites play a pivotal role in contributing to the brand identity of an organization and an even greater role in stimulating the brand-consumer relationship. This manuscript proposes a framework for measuring the Brand Contribution Index (BCI) for a website. The authors commence the study by identifying eight significant website dimensions viz. Relative Importance(RIi), Popularity(Pi), Search Engine Optimization(SEOi), Domain Age(DAi), Site Compatibility with Social Networks(SCSNi), Keyword Research(KRi), Site Quality (SQi) and Site Accessibility (SAi). The Brand Contribution Index is a weighted measure of these eight dimensions. The authors further proceed to segment the websites according to their BCI and create segment profiles by using Hierarchical Cluster Analysis. This will help the organizations in studying the performance of their websites in the context of the BCI and create strategies to subsequently improve this performance across the website dimensions where the website is demonstrating a poor score.

Effective Web Management for 82c E-commerce in India

The web has become a place where many live, play and work. It is the ultimate customer empowering environment and in the emerging world of ecommerce where customers are surrounded with myriad choices, organizations are faced with a challenge of meeting consumer expectations in a highly competitive world. The following study aims at analyzing the ability of website attributes of Ecommerce websites in catering to the process of creating a value proposition for the consumer. For this purpose, the website attributes of a set of 25 websites of E-commerce Companies in India were analyzed. A survey of a focus group of participants who were regular users of E-commerce websites like EBay, Yebhi and Snap Deal etc. helped us in creating a model for calculating a Web Management Score for Marketing Value Creation (WMSMV). The E-commerce sites scoring high on the web management perspective were further studied to analyze their Alexa Rank. Definite correlations were discovered in the case of sites demonstrating a higher Web Management Score (WMS) and subsequently, a better degree of web management. The aim of this research is to understand how ecommerce websites create a value proposition for their online consumers, in order to improve their interaction with them. The findings of this study are expected to support Ecommerce website users, designers, owners, and developers.