Back
 AJIBM  Vol.6 No.12 , December 2016
E-Marketing and Its Implementation on Developing Social Perceptions of Customers through Effective Marketing Mix of Organic Textile Products
Abstract: E-marketing strategies and applications are developing drastically and this has substantial effects on business markets and customer’s behavior. Consequently, many firms have presented e-marketing strategies through their electronic web sites so they may associate for all intents and purposes with domestic and global markets. Electronic marketing is perceived as another new development of business practice in organic textile products that are identified with advancement and offering through World Wide Web sites and using other electronic networks. This research paper concentrates on e-marketing applications for organic textile products, and how these computerized applications can strengthen the organizations to make awareness. This paper guides to build the customer’s confidence on organic products and also guides the customers to avoid any misconception for green products. E-marketing can possibly educate the consumers regarding significance of environment friendly green products and facilitate the consumers for connecting to internet and other virtual networks to purchase the green products. Nowadays e-marketing is going to become prerequisite of the society; so organizations are robustly observing these changes to flourish their business. E-marketing is very helpful for the organizations to develop long term relationships with customers, and retaining these loyal customers for their organic textile products on long term basis.
Cite this paper: Abrar, M. , Safeer, A. , Baig, S. and Ghafoor, A. (2016) E-Marketing and Its Implementation on Developing Social Perceptions of Customers through Effective Marketing Mix of Organic Textile Products. American Journal of Industrial and Business Management, 6, 1194-1211. doi: 10.4236/ajibm.2016.612110.
References

[1]   Cone, D. and Perry, C. (2002) The World Wide Web: An International Textile and Apparel Marketing Tool. Clothing and Textiles Research Journal, 20, 272-275.
https://doi.org/10.1177/0887302X0202000411

[2]   Palla, P., Tsiotsou, R.H. and Zotos, Y.T. (2013) Is Website Interactivity Always Beneficial? An Elaboration Likelihood Model Approach. Advances in Advertising Research, 4, 131-145.
https://doi.org/10.1007/978-3-658-02365-2_10

[3]   Neelotpaul, B. (2011) A Study on Interactivity and Online Branding. Advances in Management.

[4]   Coyle, J.R., Smith, T. and Platt, G. (2012) “I’m Here to Help” How Companies’ Microblog Responses to Consumer Problems Influence Brand Perceptions. Journal of Research in Interactive Marketing, 6, 27-41.

[5]   Taherdoost, H., Sahibuddin, S. and Jalaliyoon, N. (2015) A Review Paper on E-Service; Technology Concepts. Procedia Technology, 19, 1067-1074.
https://doi.org/10.1016/j.protcy.2015.02.152

[6]   El-Gohary, H. (2010) E-Marketing—A Literature Review from a Small Businesses Perspective. International Journal of Business and Social Science, 1, No. 1.

[7]   Smith, P.R. and Chaffey, D. (2005) E-Marketing Excellence: At the Heart of E-Business. Butterworth Heinemann, Oxford, UK.

[8]   Strauss, J. and Frost, R. (2001) E-Marketing. Prentice-Hall, Upper Saddle River, NJ.

[9]   Shih, B.Y., Chen, C.Y. and Chen, Z.S. (2013) An Empirical Study of an Internet Marketing Strategy for Search Engine Optimization. Human Factors and Ergonomics in Manufacturing & Service Industries, 23, 528-540.
https://doi.org/10.1002/hfm.20348

[10]   Moss, G.A., Wulf, C. and Mullen, H. (2013) Internet Marketing to 50+ Generations in the UK and France. Journal of International Consumer Marketing, 25, 45-58.
https://doi.org/10.1080/08961530.2013.751799

[11]   Ching, H.L. and Ellis, P. (2004) Marketing in Cyberspace: What Factors Drive E-Commerce Adoption? Journal of Marketing Management, 20, 409-429.
https://doi.org/10.1362/026725704323080470

[12]   Daly, L. and Bruce, M. (2002) The Use of E-Commerce in the Textile and Apparel Supply Chain. Journal of Textile and Apparel, Technology and Management, 2, 1-12.

[13]   Coyle, J.R. and Thorson, E. (2001) The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites. Journal of Advertising, 30, 65-77.
https://doi.org/10.1080/00913367.2001.10673646

[14]   Voorveld, H.A., Van Noort, G. and Duijn, M. (2013) Building Brands with Interactivity: The Role of Prior Brand Usage in the Relation between Perceived Website Interactivity and Brand Responses. Journal of Brand Management, 20, 608-622.
https://doi.org/10.1057/bm.2013.3

[15]   Bonini, S. and Oppenheim, J. (2008) Cultivating the Green Consumer. Stanford Social Innovation Review, 6, 56-61.

[16]   Strauss, J. and Frost, R.D. (2005) E-Marketing. Prentice-Hall, London.

[17]   Coupey, E. (2001) Marketing and the Internet: Conceptual Foundations. Prentice-Hall, Upper Saddle River.

[18]   Chaffey, D. (2003) Internet Marketing—Strategy, Implementation and Practice. 2nd Edition, Prentice-Hall, Upper Saddle River.

[19]   O’Connor, J., Galvin, E. and Evans, M. (2004) Electronic Marketing: Theory and Practice for the 21st Century. Financial Times Prentice-Hall, Harlow.

[20]   Price, R.A., Wrigley, C. and Straker, K. (2015) Not Just What They Want, but Why They Want It: Traditional Market Research to Deep Customer Insights. Qualitative Market Research: An International Journal, 18, 230-248.
https://doi.org/10.1108/QMR-03-2014-0024

[21]   Zaltman, G. (2003) How Customers Think: Essential Insights into the Mind of the Market. Harvard Business Press, Brighton.

[22]   Gilmore, A., Gallagher, D. and Henry, S. (2007) E-marketing and SMEs: Operational Lessons for the Future. European Business Review, 19, 234-247.
https://doi.org/10.1108/09555340710746482

[23]   Martins, C., Oliveira, T. and Popovic, A. (2014) Understanding the Internet Banking Adoption: A Unified Theory of Acceptance and Use of Technology and Perceived Risk Application. International Journal of Information Management, 34, 1-13.
https://doi.org/10.1016/j.ijinfomgt.2013.06.002

[24]   Hennig-Thurau, T., Malthouse, E.C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A. and Skiera, B. (2010) The Impact of New Media on Customer Relationships. Journal of Service Research, 13, 311-330.
https://doi.org/10.1177/1094670510375460

[25]   Hazlett, K. (2013) Marketing to the Social Web: How Digital Customer Communities Build Your Business. Journal of Consumer Marketing, 27, 293-295.
https://doi.org/10.1108/07363761011038383

[26]   Gubbi, J., Buyya, R., Marusic, S. and Palaniswami, M. (2013) Internet of things (IoT): A Vision, Architectural Elements, and Future Directions. Future Generation Computer Systems, 29, 1645-1660.
https://doi.org/10.1016/j.future.2013.01.010

[27]   Greenberg, P. (2010) The Impact of CRM 2.0 on Customer Insight. Journal of Business & Industrial Marketing, 25, 410-419.
https://doi.org/10.1108/08858621011066008

[28]   Greenberg, P.A.U.L. (2010) CRM at the Speed of Light: Social CRM Strategies, Tools, and Techniques for Engaging Your Customers. McGraw-Hill, New York.

[29]   Karjaluoto, H., Mustonen, N. and Ulkuniemi, P. (2015) The Role of Digital Channels in Industrial Marketing Communications. Journal of Business & Industrial Marketing, 30, 703-710.
https://doi.org/10.1108/JBIM-04-2013-0092

[30]   Watson, R.P., Leyland, F.P., Berthon, P. and Zinkham, G. (2002) U-Commerce: Expanding the Universe of Marketing. Journal of the Academy of Marketing Science, 30, 333-347.
https://doi.org/10.1177/009207002236909

[31]   Witell, L., Kristensson, P., Gustafsson, A. and Löfgren, M. (2011) Idea Generation: Customer Co-Creation versus Traditional Market Research Techniques. Journal of Service Management, 22, 140-159.
https://doi.org/10.1108/09564231111124190

[32]   Farhoomand, A.F. and Lovelock, P. (2001) Global E-Commerce: Text and Cases plus Instructor’s Manual. Prentice-Hall, Upper Saddle River.

[33]   Hennig-Thurau, T., Walsh, G. and Walsh, G. (2003) Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet. International Journal of Electronic Commerce, 8, 51-74.

[34]   Hustvedt, G. and Dickson, M.A. (2009) Consumer Likelihood of Purchasing Organic Cotton Apparel: Influence of Attitudes and Self-Identity. Journal of Fashion Marketing and Management: An International Journal, 13, 49-65.

[35]   Raynolds, L.T. (2000) Re-Embedding Global Agriculture: The International Organic and Fair Trade Movements. Agriculture and Human Values, 17, 297-309.
https://doi.org/10.1023/A:1007608805843

[36]   Kotler, P., Keller, K.L., Brady, M., Goodman, M. and Hansen, T. (2009) Marketing Management. Pearson Education Limited, Harlow.

[37]   Dominici, G. (2009) From Marketing Mix to E-Marketing Mix: A Literature Overview and Classification. International journal of business and management, 4, 17-24.
https://doi.org/10.5539/ijbm.v4n9p17

[38]   McCharty, E.J. (1964) Basic Marketing: A Managerial Approach. 2nd Edition, Irwin, New York.

[39]   Menegaki, A.N. (2012) A Social Marketing Mix for Renewable Energy in Europe Based on Consumer Stated Preference Surveys. Renewable Energy, 39, 30-39.
https://doi.org/10.1016/j.renene.2011.08.042

[40]   Walters, D. and Lancaster, G. (1999) Using the Internet as a Channel for Commerce. Management Decision, 37, 800-817.
https://doi.org/10.1108/00251749910302908

[41]   Yudelson, J. (1999) Adapting McCarthy’s Four P’s for the Twenty-First Century. Journal of Marketing Education, 21, 60-67.
https://doi.org/10.1177/0273475399211008

[42]   Pastore, A. and Vernuccio, M. (2004) Marketing, Innovazione e Tecnologie Digitali. Una lettura in ottica sistemica. Prentice-Hall, Harlow.

[43]   Von Hippel, E. (2005) Democratizing Innovation: The Evolving Phenomenon of User innovation. Journal für Betriebswirtschaft, 55, 63-78.
https://doi.org/10.1007/s11301-004-0002-8

[44]   Dominici, G. (2008) Demand Driven Supply Chain ed Innovazione: Il Sistema Logistico-Produttivo per la Soddisfazione dei Bisogni del Cliente. Economia e Gestione Dell’innovazione nelle PMI, FrancoAngeli, Milan.

[45]   Kyffin, S. and Gardien, P. (2009) Navigating the Innovation Matrix: An Approach to Design-Led Innovation. International Journal of Design, 3, 57-69.

[46]   Sen, P. (2009) Market Research Cost How Much? Franchising World, 41, 14-15.

[47]   Teece, D.J. (2010) Business Models, Business Strategy and Innovation. Long Range Planning, 43, 172-194.
https://doi.org/10.1016/j.lrp.2009.07.003

[48]   Drews, C. (2009) Unleashing the Full Potential of Design Thinking as a Business Method. Design Management Review, 20, 38-44.
https://doi.org/10.1111/j.1948-7169.2009.00020.x

[49]   Boccaletti, S. and Nardella, M. (2000) Consumer Willingness to Pay for Pesticide-Free Fresh Fruit and Vegetables in Italy. The International Food and Agribusiness Management Review, 3, 297-310.
https://doi.org/10.1016/S1096-7508(01)00049-0

[50]   Yiridoe, E.K., Bonti-Ankomah, S. and Martin, R.C. (2005) Comparison of Consumer Perceptions and Preference toward Organic Versus Conventionally Produced Foods: A Review and Update of the Literature. Renewable Agriculture and Food Systems, 20, 193-205.
https://doi.org/10.1079/RAF2005113

[51]   Kung, W.O. (2000) From Farm to Table. Aspects and Challenges to Alternative Trade/ Marketing in Agriculture. Revised Edition, Humus Consultancy, Malaysia.

[52]   Morris, M. and Ogan, C. (1996) The Internet as Mass Medium. Journal of Computer-Mediated Communication, 1, No. 4.

[53]   Hoffman, D.L. and Novak, T.P. (1997) A New Marketing Paradigm for Electronic Commerce. The Information Society, 13, 43-54.
https://doi.org/10.1080/019722497129278

[54]   Abrar, M., Zhilong, T., Talib, M.N. and Rui, W. (2009) E-Marketing of Organic Textile and 4Ps: Social Applications. IEEE 2009 International Conference on E-Business and Information System Security, May 2009, 1-4.

[55]   Abrar, M., Tian, Z. and Deng, X. (2009) Exploration of Niche Market and Innovation in Organic Textile by a Developing Country. International Journal of Business and Management, 4, 10-16.
https://doi.org/10.5539/ijbm.v4n2p10

[56]   Abrar, M., Deng, X., Safeer, A.A., Ghafoor, A. and Baig, S.A. (2016) E-Marketing Development and Its Application in Textile Sector of Pakistan—A Theoretical Review. Journal of Service Science and Management, 9, 243-254.
https://doi.org/10.4236/jssm.2016.93031

[57]   Dickson, M.A. and Eckman, M. (2006) Social Responsibility: The Concept as Defined by Apparel and Textile Scholars. Clothing and Textiles Research Journal, 24, 178-191.
https://doi.org/10.1177/0887302X06293031

[58]   Heskett, J.L. (1987) Lessons in the Service Sector. Harvard Business Review, 65, 118-126.

[59]   Burke, R.R. (2002) Technology and the Customer Interface: What Consumers Want in the Physical and Virtual Store. Journal of the academy of Marketing Science, 30, 411-432.
https://doi.org/10.1177/009207002236914

[60]   Song, J., Baker, J., Lee, S. and Wetherbe, J.C. (2012) Examining Online Consumers’ Behavior: A Service-Oriented View. International Journal of Information Management, 32, 221-231.
https://doi.org/10.1016/j.ijinfomgt.2011.11.002

[61]   Caruana, A. and Ewing, M.T. (2010) How Corporate Reputation, Quality, and Value Influence Online Loyalty. Journal of Business Research, 63, 1103-1110.
https://doi.org/10.1016/j.jbusres.2009.04.030

[62]   Verma, V., Sharma, D. and Sheth, J. (2016) Does Relationship Marketing Matter in Online Retailing? A Meta-Analytic Approach. Journal of the Academy of Marketing Science, 44, 206-217.
https://doi.org/10.1007/s11747-015-0429-6

[63]   McWilliam, G. (2012) Building Stronger Brands through Online Communities. MIT Sloan Management Review, 41, 43-54.

[64]   Crosby, P.B. (1996) Quality Is Still Free: Making Quality Certain in Uncertain Times. McGraw-Hill, New York.

[65]   Williamson, O.E. (1975) Markets and Hierarchies. Free Press, New York, 26-30.

[66]   Grönroos, C. (1992) Facing the Challenge of Service Competition: The Economies of Service. Quality Management in Services. In: Kunst, P. and Lemmink, J., Eds., Quality Management in Services, Van Gorcum, Assen/Maastricht, 129-140.

[67]   Grönroos, C. (1994) From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing. Management Decision, 32, 4-20.
https://doi.org/10.1108/00251749410054774

[68]   Riquelme, I.P., Román, S. and Iacobucci, D. (2016) Consumers’ Perceptions of Online and Offline Retailer Deception: A Moderated Mediation Analysis. Journal of Interactive Marketing, 35, 16-26.
https://doi.org/10.1016/j.intmar.2016.01.002

 
 
Top