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Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations

Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations The authors address the role of marketing in hypermedia computer-mediated environments (CMEs). Their approach considers hypermedia CMEs to be large-scale (i.e., national or global) networked environments, of which the World Wide Web on the Internet is the first and current global implementation. They introduce marketers to this revolutionary new medium, propose a structural model of consumer navigation behavior in a CME that incorporates the notion of flow, and examine a series of research issues and marketing implications that follow from the model. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing SAGE

Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations

Journal of Marketing , Volume 60 (3): 19 – Jul 1, 1996

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References (218)

Publisher
SAGE
Copyright
© 1996 American Marketing Association
ISSN
0022-2429
eISSN
1547-7185
DOI
10.1177/002224299606000304
Publisher site
See Article on Publisher Site

Abstract

The authors address the role of marketing in hypermedia computer-mediated environments (CMEs). Their approach considers hypermedia CMEs to be large-scale (i.e., national or global) networked environments, of which the World Wide Web on the Internet is the first and current global implementation. They introduce marketers to this revolutionary new medium, propose a structural model of consumer navigation behavior in a CME that incorporates the notion of flow, and examine a series of research issues and marketing implications that follow from the model.

Journal

Journal of MarketingSAGE

Published: Jul 1, 1996

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