The impact of e-marketing determinants on marketing effectiveness -the mediating role of personal impressions : Jordan central e-commerce Co. as a case study
Other Title(s)
أثر محددات التسويق الإلكتروني على فاعلية التسويق-الانطباع الشخصي كمتغير وسيط : دراسة حالة : الشركة المركزية للتجارة الإلكترونية
Dissertant
Thesis advisor
Comitee Members
Abu Rumman, Asad Hammad
al-Hananidah, Raid
University
Middle East University
Faculty
Faculty of Business
Department
Department of Business Administration
University Country
Jordan
Degree
Master
Degree Date
2013
English Abstract
This research was carried out to review the effect of Personalized E-Marketing on Marketing Effectiveness through Personal Impressions as a mediating variable.
Research data was collected by a questionnaire that was distributed on the business customers of Jordan Central E-Commerce Co.
(JorMall) in Amman-Jordan.
A total of 198 voluntary respondents have participated in the survey.
Utilizing the collected dataset, a series of research hypotheses related to customer perceptions of different campaign characteristics were examined.
The researcher used several statistical software in order to analyze the collected data, and the results showed that there is a significant direct effect of Personalized E-Marketing and Personal Impressions on Marketing Effectiveness.
On the other hand, it was shown that there is no significant indirect effect of Personalized E-Marketing and on Marketing Effectiveness through Personal Impressions.
The results confirmed that Internet and Wireless Technology provided a wide range of communicating channels that can be used by all kind of business organizations in Jordan in order to build profitable relationship with their customers.
In addition, the results showed that Personalized E-Marketing can improve the financial performance of a firm, regardless the degree of internet fitness of the product or service, while it was shown that offering products and services on the internet increases brand awareness.
Main Subjects
Business Administration
Marketing
Topics
No. of Pages
145
Table of Contents
Table of contents.
Abstract.
Abstract in Arabic.
Chapter One : General framework.
Chapter Two : Theoretical framework and previous studies.
Chapter Three : Research methodology.
Chapter Four : Results and hypothesis testing.
Chapter Five : Conclusion.
References.
American Psychological Association (APA)
Abu Diyyah, Fatimah Walid. (2013). The impact of e-marketing determinants on marketing effectiveness -the mediating role of personal impressions : Jordan central e-commerce Co. as a case study. (Master's theses Theses and Dissertations Master). Middle East University, Jordan
https://search.emarefa.net/detail/BIM-698430
Modern Language Association (MLA)
Abu Diyyah, Fatimah Walid. The impact of e-marketing determinants on marketing effectiveness -the mediating role of personal impressions : Jordan central e-commerce Co. as a case study. (Master's theses Theses and Dissertations Master). Middle East University. (2013).
https://search.emarefa.net/detail/BIM-698430
American Medical Association (AMA)
Abu Diyyah, Fatimah Walid. (2013). The impact of e-marketing determinants on marketing effectiveness -the mediating role of personal impressions : Jordan central e-commerce Co. as a case study. (Master's theses Theses and Dissertations Master). Middle East University, Jordan
https://search.emarefa.net/detail/BIM-698430
Language
English
Data Type
Arab Theses
Record ID
BIM-698430
