Using corporate websites for export marketing
Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal
|Journal / Publication||Journal of Advertising Research|
|Publication status||Published - 2002|
|Link to Scopus||https://www.scopus.com/record/display.uri?eid=2-s2.0-7444268839&origin=recordpage|
The internet is becoming increasingly important for exporters to reach or sell to potential customers in international markets. This study investigated how exporters could utilize different elements of their corporate websites to achieve either their communication or transaction objectives. First, relevant website attributes were identified and analyzed. Second, website content analysis was conducted on a random sample of exporters' websites selected from three countries: Canada, Denmark, and Malaysia. The study results highlighted important website attributes that are appropriate for exporters' online marketing objectives. Implications for export promotions on the internet and government policies are also discussed.