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Modelling The Influence Of Online Marketing Communication On Behavioural Intentions

Author

Listed:
  • Alexandra PERJU-MITRAN

    (Romanian – American University)

  • Costel I. NEGRICEA

    (Romanian – American University)

  • Tudor EDU

    (Romanian – American University)

Abstract

The present study addresses the manners in which potential consumers react to and examine online marketing communication efforts, and how their perceptions influence various decisions. By drawing from theories of consumer behaviour, several variables are taken into consideration, a model designed to integrate existing theories and a three-way study of online user behaviour in response to online marketing messages is defined and tested. The results of the study demonstrate that there are direct and positive links between the manner in which users perceive online marketing communication efforts, and direct and positive links between users’ attitudes towards online communication and their intention to either further inform themselves, forward the information obtained, or even become loyal to the company.

Suggested Citation

  • Alexandra PERJU-MITRAN & Costel I. NEGRICEA & Tudor EDU, 2014. "Modelling The Influence Of Online Marketing Communication On Behavioural Intentions," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 4, pages 245-253, November.
    • Handle: RePEc:cmj:networ:y:2014:i:4:p:245-253
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    References listed on IDEAS

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    3. Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Online Communication; Consumer Behaviour; Consumer Perceptions;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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