Marketing

Marketing in hypermedia system Computer-Mediated Environments: Conceptual Foundations In this paper, they introduced marketers to the saucy impudent medium defined by Hypermedia computer-mediated environments, of which the solid ground astray meshwork on the Internet is the current networked worldwide example. They argued that hypermedia CMEs succeed greater Hoffman & Novak (1996), Marketing in Hypermedia CMEs: Conceptual Foundations consumer control and be more accessible, flexible, and sense affect than either traditional media or synergistic multimedia, owing to the interactional effects of their unique characteristics, including machine-interactivity, telepresence, hypermedia, and network soaring. They further proposed that by its nature, the Web requires the development and drill of a new conceptual leaven end for understanding the role of merchandising in this new medium. To that end, they actual a new process shape of network navigation within t he medium, built upon an extended concept of flow. From this model, they derived a serial of fifteen testable propositions that specify expected relationships and conceptual tie in among consequential marketing variables, and may form the basis of a adequate and detailed research program.

They have argued that the hypermedia CME represents a essentially different environment for marketing activities compared to traditional media and interactive multimedia. The many-to-many parley model turns traditional principles of mass media advertising (based on the one-to-many model of Figure 1) inside out, rendering blind application of marketing and advertising ap! proaches which assume a passive, captive consumer impossible. Thus, marketers must postulate care copiousy the ways in which advertising and intercourse models may be adapted and reconstructed for the interactive, many-to-many medium interpret in Figure 3. In that new communication model, consumers actively choose whether or non to approach firms through their Web...If you want to remove a full essay, order it on our website: OrderCustomPaper.com

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