Share This Article:

Impact of Internet Advertisement and Its Features on E-Commerce Retail Sales: Evidence from Europe

Full-Text HTML Download Download as PDF (Size:184KB) PP. 564-570
DOI: 10.4236/jsea.2013.611068    5,064 Downloads   10,238 Views   Citations

ABSTRACT

The stimulus to carry out this research is to investigate the relationship between internet advertisement and its features on the total E-commerce sales of the top five countries of Europe. The units of analysis are the individuals of UK, France, Italy, Germany and Netherland. Secondary data are collected from the reports of [1] (ADEX, 2010) and [2] (Eurostats, 2011). To empirically determine the relationship between independent variable and dependent variable in the European context, the study uses various statistical techniques, including OLS regression and correlation analysis techniques. The empirical findings indicate that the Internet advertisement features of search advertisement and classified advertisement have positive significant relationship with the E-commerce sales in Europe. The empirical findings indicate negative significant relationship of display advertisement with the E-commerce sales in Europe. However, this variable is also justified with the help of literature. Findings also demonstrate that search advertisement has strong positive relationship and it generates positive influence for the E-commerce sales as compared to the classified advertisement and display advertisement. Firms and marketers which are investing in online advertisement will find these results useful as they can get better sales and can use these features of online advertisement in order to maximize the sales of their products and services.

Conflicts of Interest

The authors declare no conflicts of interest.

Cite this paper

O. Harfoushi, B. Alfawwaz, B. Obeidat, R. Obiedat and H. Faris, "Impact of Internet Advertisement and Its Features on E-Commerce Retail Sales: Evidence from Europe," Journal of Software Engineering and Applications, Vol. 6 No. 11, 2013, pp. 564-570. doi: 10.4236/jsea.2013.611068.

References

[1] ADEX, “European Online Advertising Expenditure,” IAB Europe, Belgium, 2010.
[2] H. Seybert, “Internet Use in Households and by Individuals in 2011,” Eurostat Statistics in Focus, Vol. 66, 2011 http://www.ec.europa.eu/eurostat
[3] M. K. Turban, “A Trust Model for Consumer Internet Shopping,” International Journal of Electronic Commerce, Vol. 6, No. 1, 2011, pp. 75-91.
[4] I. W. Stats, “Internet World Stats,” Internet World Stats, 2012. http://www.internetworldstats.com/ asia/pk.htm
[5] S. L. Todd, “Consumer Reactions to Electronic Shopping on the World Wide Web,” International Journal of Electronic Commerce, Vol. 1, No. 2, 1997, pp. 59-88.
[6] Rowley, “Remodeling Marketing Communications in an Internet Environment, Internet Research,” Electronic Networking Applications and Policy, Vol. 11, No. 3, 2001, pp. 203-212. http://dx.doi.org/ 10.1108/10662240110397017
[7] Eurostats, “Online ad spend across Europe,” 2011. http://www.ec.europa.eu/eurostat
[8] Internet World Stats, “Internet Usage Statistics and Marketing Report,” Internet World Stats, 2012. http://www.internetworldstats.com/asia/my
[9] World Bank, “World Bank Development Indicators,” World Bank, 2012. http://www.google.com.pk/ publicdata/explore?ds=d5bncppjof8f9_&met_y=it_net_user_p2&idim=country:PAK&dl=en&hl=en&q= internet+users+in+Europe
[10] K. A. Armstrong, “Principles of Marketing,” 13th Edition, Pearson, Newyork, 2010.
[11] S. B. Gerald Lohse, “Consumer Buying Behavior on the Internet: Findings from Panel Data,” Journal of Interactive Marketing, Vol. 14, No. 1, 2000, p. 15.
[12] T. Ravikumar, “A Study on Impact of Visual Media Advertisements on Women Consumers Buying Behaviour in Chennai City,” International Journal of Multidisciplinary Research, Vol. 2, No. 2, 2012, pp. 78-89.
[13] P. Manchanda, “The Effect of Banner Advertising on Internet Purchasing,” American Marketing Association, Vol. 43, No. 1, 2006, pp. 98-108.
[14] “In today’s Paper,” The Wall Street Journal, B7, 27 July 2004.
[15] G. Lohse, “Consumer Buying Behaviour on the Internet: Findings from Panel Data,” Journal of Interactive Marketing, Vol. 14, No. 1, 2000, p. 15. http://dx.doi.org/10.1002/(SICI)1520-6653 (200024)14:1<15::AID-DIR2>3.0.CO;2-C
[16] Grab Stats, “Grab Stats Stat Category Main,” Grab Stats, 2012. http://grabstats.com/statmain.asp?StatID=1
[17] T. P. Tse, “A Hedonic Model for Effective Web Marketing: An Empirical Examination,” Industrial Management and Data System, Vol. 105, No. 8, 2005, pp. 1039-1052.
[18] E. J. Rutgars, “Antecedents and Consequences of Emotional Responses to Advertising,” Advances in Consumer Research, Vol. 30, No. 1, 2003, pp. 85-90.
[19] G. Rosenkrans, “The Creativeness and Effectiveness of Online Interactive Rich Media Advertising,” Journal of Interactive Advertising, Vol. 9, No. 2, 2007, pp. 259-267.
[20] C. K. Yoo, “Assessing the Effects of Animation in Online Banner Advertising,” Hierarchy of Effects Model, Journal of Interactive Advertising, Vol. 4, No. 2, 2004, pp. 45-58. http://dx.doi.org/10.1080/ 15252019.2004.10722087
[21] P. B. Wise, “Enjoyment of Advergames and Brand Attitudes,” The Impact of Thematic Relevance, Journal of Interactive Advertising, Vol. 9, No. 1, 2008, pp. 27-36. http://dx.doi.org/10.1080/ 15252019.2008.10722145
[22] N. T. Loiacono, “Alternatives Scenarios to the Banner Years,” Communication of the Associations of the Computing Machinery (ACM), Vol. 51, No. 2, 2008, pp 53-58.
[23] A. Kumar, “Term Paper: Online Advertisement,” Hochschle Furtwangen University, 2008.
[24] G. V. Haubl, “Consumer Decision Making in Online Shopping Environments,” The Effects of Interactive Decision Aids, Vol. 19, No. 1, 2000, pp. 4-21.
[25] R. L. Andrews, “Behavioral Differences,” Working Paper, 2000.
[26] N. V. Bakos, “Bundling and Competition on the Internet,” Marketing Science, Vol. 19, No. 1, 2000, pp. 63-82. http://dx.doi.org/10.1287/mksc.19.1.63.15182
[27] Ronald and Barbara, “Consumer Response to Web Sites and Their Influence on Advertising Effectiveness,” Internet Research, Vol. 12, No. 4, 2002, pp. 318-328.
[28] Bibliography\l 1033 ADEX, “European Online Advertising Expenditure,” IAB Europe, 2001.
[29] ADEX, “European Online Advertising Expenditure,” IAB Europe, 2002.
[30] ADEX, “European Online Advertising Expenditure,” IAB Europe, 2003.
[31] ADEX, “European Online Advertising Expenditure,” IAB Europe, 2004.
[32] ADEX, “European Online Advertising Expenditure,” IAB Europe, 2005.
[33] ADEX, “European Online Advertising Expenditure,” IAB Europe, 2006.
[34] ADEX, “European Online Advertising Expenditure,” IAB Europe, 2007.
[35] ADEX, “European Online Advertising Expenditure,” IAB Europe, 2008.
[36] ADEX, “European Online Advertising Expenditure,” IAB Europe, 2009.
[37] G. Jeffrey, “Europe Retail E-Commerce,” E-Marketer, New York, 2010.
[38] Zenithoptimedia, “Advertising Expenditure Forecasts,” 2011.
[39] J. N. Eric, “Banner Advertisement and Web Site Congruity Effects on Consumer Web Site Perceptions,” Industrial Management & Data Systems, Vol. 104, No. 3, 2004, pp. 273-281.
[40] E. G. Ronald, “Consumer Response to Web Sites and Their Influence on Advertising Effectiveness,” Internet Research, Vol. 12, No. 4, 2002, pp. 318-328.
[41] K. K. Wei, et al., “Online Advertising: A Study of Malaysian Consumers,” International Journal of Business and Information, Vol. 5, No. 2, 2010.

  
comments powered by Disqus

Copyright © 2018 by authors and Scientific Research Publishing Inc.

Creative Commons License

This work and the related PDF file are licensed under a Creative Commons Attribution 4.0 International License.