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The Impact of Internet Marketing Research on Achieving Competitive Advantage
| Content Provider | Semantic Scholar |
|---|---|
| Author | Al-Abdallah, Ghaith M. |
| Copyright Year | 2015 |
| Abstract | This paper aims at investigating the impact of internet marketing research on achieving competitive advantage in the telecommunication sector in Jordan. To achieve this aim, one main hypothesis and two sub-hypotheses were developed based on the literature review and previous studies. A regulated systematic research methodology was implemented; a survey approach was adopted to test the hypotheses. Two measurement tools were used; interview with the four telecommunication operators in Jordan and a questionnaire directed to a proportional random sample of their clients. Statistical Package for the Social Science (SPSS) was selected to describe and analyze the data of four interviews and 200 filtered and screened questionnaires. Results reveal that internet marketing research has a positive direct impact on achieving competitive advantage in general, however, the results also indicate that this effect is relatively weak. Discussion, conclusion, and recommendations were provided based on the finding of this study. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://www.universitypublications.net/ijas/0801/pdf/V4Z374.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
