The Internet as a Marketing Tool

Abstract

The Internet may have more potential as a marketing tool than any of its media predecessors, including the television. We examined the literature and “surfed” the Internet to examine the moderating impact of the Internet on consumer behavior. Using the classical problem solving approach to the buying decision (problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior) as the foundation for our discussion, we explored how the Internet might influence buyer behavior.

Additional information

Notes on contributors

Ronald E. McGaughey

Ronald McGaughey (Ph.D., Auburn University) is an associate professor of Management Information Systems at Arkansas Tech University. His research appears in the Journal of Systems Management, Information and Management, International Journal of Production Economics, International Journal of Computer Integrated Manzifacturing, Journal of Technology Studies and the Journal of Information Technology Management. His current research interest include cybermarketing, The Year 2000 Problem, and managing technological change.

Kevin H. Mason

Kevin Mason (Ph.D., University of Arkansas) is an Associate Professor of Marketing at Arkansas Tech University. He has published in International Advances in Economic Research, the Journal of Consumer Marketing, and numerous regional and national proceedings. His current research focuses on how consumers evaluate products.