Internet has become a part of many people’s lives, and no one disputes its significant impact on their lives. For example, the Internet has made life easier, more comfortable, and more efficient for businesses. Today, many companies, organizations and businesses use the World Wide Web for many purposes like advertising, sending and receiving e-mails, updating news and publishing personal information, which creates opportunity for online marketing that can directly increase sales making it important for modern businesses. Although using the Internet is popular marketing tool, online advertising also presents some disadvantages such as the fact that consumers often don't trust online advertising messages; costumers can be annoyed with online advertising; and consumers may lack technologies to deal with it.
The Internet has become one of the most powerful communication technologies in the world. It facilitates popular online activities on which people spend a lot of time. In fact, new research has found that the average user spends 23 hours a week emailing, using social media and other forms of online communication (Mielach, 2013). The number explains that nearly 14 percent of the total time in a week that they spend is actually a little time spent in real activities, which is a very terrible state for our society. On the other hand, this situation makes sense for businesses to use only the Internet as a marketing tool; however, businesses should not use only one marketing tool if they want to get more profit for their businesses.
One major reason why consumers purchase brand name products is because of the "word of mouth marketing (WOMM)," considered as the most powerful tool in marketing. It enables the product's message spread rapidly from person to person, those who are not only related in one way or another but also have trust between or among them. Moreover, basically many consumers trust the recommendations from their friends more than advertising....
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