MODELLING THE INFLUENCE OF ONLINE MARKETING COMMUNICATION ON BEHAVIOURAL INTENTIONS

The present study addresses the manners in which potential consumers react to and examine online marketing communication efforts, and how their perceptions influence various decisions. By drawing from theories of consumer behaviour, several variables are taken into consideration, a model designed to integrate existing theories and a three-way study of online user behaviour in response to online marketing messages is defined and tested. The results of the study demonstrate that there are direct and positive links between the manner in which users perceive online marketing communication efforts, and direct and positive links between users’ attitudes towards online communication and their intention to either further inform themselves, forward the information obtained, or even become loyal to the company.