By Irvine Clarke

There are various demanding situations dealing with agencies at the present time as they comprise digital advertising and marketing equipment into their process. Advances in digital advertising and marketing examines those demanding situations inside 3 significant topics: the worldwide surroundings, the strategic/technolo

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Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209-21. A. (2002). Consumer response to Web sites and their influence on advertising effectiveness. Internet Research: Electronic Networking Applications and Policy, 12(4), 318-28. B. (2001). Characterizing online buyers: Who goes with the flow? Quarterly Journal of Electronic Commerce, 2(3), 189-197. R. (1998). Theory and measurement of consumer innovativeness. European Journal of Marketing, 32(3/4), 340-53.

The personalized marketplace: Beyond the 4Ps. Marketing Intelligence and Planning, 17(4), 178-185. E. (2000). How innovativeness distinguishes online buyers. Quarterly Journal of Electronic Commerce, 1(4), 323-333. E. (2001). Using the domain specific innovativeness scale to identify innovative internet consumers. Internet Research: Electronic Networking Applications and Policy, 11(2), 149-158. , & Bridges, E. (2000). E-tailing versus retailing: Using attitudes to predict online buying behavior.

Computers in Human Behavior, 19(4), 425-442. , & Sawhney, M. (2000). E-hubs: The new B2B marketplaces. Harvard Business Review, 78(3), 97-103. L. (2003). Going with the flow: Predicting online purchase intentions. Journal of Computer Information Systems, 43(4), 25-31. , & O’Grady, E. (2003). The ever-shifting Internet population. The Pew Internet and American Life Project. C. (1997). Web sites of the Fortune 500 companies: Facing customers through home pages. Information and Management, 31(6), 335-345.

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